Chart of the Day: Many clients and agencies aren't using Martech tools for marketing attribution.
Attribution isn't very glamorous. But it's critical to evaluating ad spend, proving ROI and optimizing your marketing mix to get the most bang for your buck.
Because of this, marketers should be using the best technologies available to help them attribute marketing effectiveness as accurately as possible. But research by Adroll shows that shockingly almost half of agencies and close to half of clients are using spreadsheets and manual attribution processes, rather than using vendor technology or an independent third party.
This report also shows where marketers are using tech for attribution, it's overwhelmingly vendor technology. This tech can be useful, but as recent analytics errors at Facebook have shown, it can result in over-reporting. Third party attribution tools can provide a less biased picture, although these can't be used for certain platforms which are 'walled gardens' where the…
Recent successful marketing campaigns to inspire your marketing efforts
Launching a contemporary digital marketing campaign can be tricky and involves several layers of integration. What makes a campaign contemporary is its use of new and innovative digital channels and how you use these alongside more traditional methods of marketing.
In order for your campaign to be successful, it needs to have an emotional connection with your audience and consistent messaging across each channel. You may want to consider Pickton and Broderick’s 4 Cs 'Coherence, Consistency, Continuity and Complementary. You can read more about these here.
We have put together some great examples of successful contemporary digital marketing campaigns, to help inspire your own campaigns.
O2 - #FollowtheRabbit
The #FollowTheRabbit campaign recently launched by O2 aims to represent curiosity. The campaign will include TV, mobile, live events and Social media. It will also feature O2’s first Snapchat lens and geo-targeted filters. This campaign introduces…
Chart of the day: 71% of luxury brands measure influencer success through web traffic
In recent years, using influencers to market products has become a core part of most brands marketing strategy. But now it has become a key strategy for some of the world's biggest luxury brands. The struggle for many luxury brands is being able to measure their return on investment, as it is hard to single its success down to just one influencer or product.
One study asked both luxury and non-luxury brands how they measure the success of a campaign where influencers have been used as part of the strategy.
62% of luxury brands said that revenue generation is an important measure of success, whereas only 44% of non-luxury brands place value on revenue. For luxury brands 79% measure the success of influencer collaborations through web traffic generated.
Although it is difficult to fully understand what impact influencers have, brands can measure many…
Chart of the day: Poor quality data is the reason for bad digital marketing campaign planning
Over 4 in 10 (43%) respondents to a survey by ExchangeWire Research and Xaxis said lack of quality data was the main reason for not using audience data when campaign planning for digital media.
Time was also a major obstacle, whilst small data sets, narrowing campaign audience too much and a lack of there being a central data repository were all big factors. Marketers are finding that too much targeting is narrowing the audience down too much. Privacy concerns were not a major issue when it comes to data use for digital campaigns.
Source: ExchangeWire Research/ Xaxis
Sample: 616 digital marketing professionals across Europe; data collected from November 2016 to January 2017
Recommended Resource: Marketing Campaign Planning Toolkit
…
Ensure the names you create for your podcasts, ebooks, products…and just about anything else don’t impede your marketing success
Savvy Digital Marketers know that names (business names, blog names, podcast names, online group names) have concrete marketing consequences. The marginal effect of a bad name across key marketing goals like attracting eyeballs, encouraging buzz, facilitating word-of-mouth, and increasing top of mind awareness (TOMA) is real. If you don’t think that an awesome name that’s easy to say, spell, and remember can increase your referral rate by 3-5%, then you don’t really understand the human mind.
Check out these five insights on picking the right name for your website, online brand, mobile app, e-book or anything else shared by the team at naming platform Squadhelp.com:
1. Evocative names are most highly regarded
Online naming resources recommend catchy, unique, short and appealing names. Great advice - yet after helping nearly 8000 individuals find winning names, experts…
Have you thought of these 4 elements for your business website?
The internet has precipitated sweeping changes across cultures and redefined how we socialize, communicate, learn and most importantly, how we do business. With the number of people accessing the internet on a daily basis ever increasing, the need for any business to have an online presence has never been greater. If you are in the process of setting up a website for your business, there are several factors that you should mull over. Here are a few to get you started.
Domain Name
Choosing a domain name may seem straightforward but it can be more complicated than you realize. Millions of domain name have already been registered and there is every chance that the name of your choice name is on that list. If it’s taken, you may have to adjust it to avoid confusion and potential lawsuits. As you do this,…
5 tools for assessing your online competitors
Site audience comparison tools provide marketers with industry and competitor intelligence to help inform decisions (e.g. new markets, new content strategies). Some of these tools also provide powerful segmentation capabilities. Typically, they do this either by aggregating Internet Service Provider data, panel data or a mixture of the two.
Whether you’re launching a new product, entering a new market or wishing to understand what’s driving competitor growth, these tools can provide the relevant information to help inform key decisions. They’re often used to support business cases, helping to identify opportunities and threats in the competitor landscape. So if you are looking to map your competition, build a case for a new product line or more investment in your website, these tools can be extremely useful.
Key things to consider before purchasing and when using these tools:
…
The emerging trends you need to integrate into your 2018 plan
We are through Q1, and top companies have the habit of starting to plan for the next year right from Q2. If you have initiated planning your marketing strategy and budget for 2018, be prepared to face questions regarding tactics you are opting to use that would go best with most of your customers. And most importantly, which tactics can result in the most efficient conversion.
[Editor's note: For an update on the latest trends, see this in-depth article covering 2018 Digital marketing trends by Dr Dave Chaffey, co-founder of Smart Insights or download our free guide to 9 megatrends which are relevant to all businesses.]
[si_guide_block id="81859" title="Download free member resource – Digital Marketing Megatrends 2018" description="Learn how to get an edge in 2018 by deploying the latest marketing techniques that businesses of all types need to consider to stay competitive."/]
To plan…
Chart of the Day: The vast majority of marketers are still using vanity metrics to assess content effectiveness, whilst only half are measuring the effect on sales.
A recent report by TrackMaven asked 200 marketing leaders across 19 different industries about how they measure the effectiveness of their marketing efforts. The results show that marketers are still relying on 'vanity metrics' such as likes, shares and views, rather than calculations of how the marketing has impacted the bottom line.
This needs to change if marketers are going to be able to justify future increases in budgets for new campaigns. It's no good going to the CFO with how many re-tweets you got. The only sustainable way to grow your marketing department is to be able to clearly demonstrate that is leading to increases in leads and sales, and thus contributing to the business growth.
Marketers need to invest in better analytics for measuring their success and…
3 Tips to Ensure the Success of Your Guerrilla Marketing Efforts
Guerrilla marking can be defined as “an innovative, unconventional, and low-cost marketing technique aimed at obtaining maximum exposure for a product.”
Lower cost and increased exposure — that’s the dream, right?
To illustrate with a modern, classic example, in 2012, Dollar Shave Club nailed guerrilla marketing with its viral YouTube video. For just $4,500, the company created a surprising and funny commercial that went viral in 72 hours. Although consumers see more than 2,900 media messages every day, the sad truth is they will only remember four of them. DSC managed to remain one of those memorable four for a long time, all thanks to a relatively inexpensive video.
If that kind of return is possible, why even bother with marketing initiatives that yield lower returns?
Guerrilla Tactics Expand Your Reach
Most marketing — traditional and digital — is about scalability and input/output; it costs…
