The Digital Marketing “Black Box”

The Digital Marketing “Black Box”

Digital Marketing Have you ever gotten a monthly report from your ad vendor and felt more confused after reading it than before? If you've ever bought digital ads at any time, ever, I'm betting the answer is, all the time. This is typically done by design, and sometimes just done by accident. Either way you have found yourself in the digital marketing black box. The largest publishers and media companies sell their own ads and that is how they make the majority of their revenue in the digital space. The name of the game for them is to just sell inventory, just like the dinosaurs still selling print ads and TV ads. Traditional media companies and these publishers sell their ads based off of price or the "data" they use to target people on their site. That's the only way they can really differentiate themselves. Don't get me wrong, banner ads still have their place in the digital world, but the ROI just...
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Witch Hunts and Twitter Advertising

Witch Hunts and Twitter Advertising

Twitter has always been somewhat of a mystery in the larger social media picture for many advertisers I talk to. They have heard of it and have mostly made fun of the premise. During its formative years, before the "witch hunts", the platform was mostly sharing quips with friends and of course sharing food pics. Saturday Night Live even made fun of the hashtag phenomenon, wherein people spoke in "hashtags" in real life and degraded normal conversation even more than we've already accepted. However partly due to certain elections and political development over the last couple of years, Twitter has shifted quite a bit towards a more trusted source of news and information sharing than it ever had been. (source) Smart people have said correlation doesn't equal causality for decades and this certainly fits, but Twitter advertising revenue and effective marketing promotion results have skyrocketed in the last two years. This presents an interesting opportunity for marketers and their advertising clientele. In the...
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13 Reasons Why….You Need to Increase Social Media Advertising

13 Reasons Why….You Need to Increase Social Media Advertising

Going viral is something that can happen for almost anything to these days. It refers to a message or video posted online by someone or a company that gains so much traction online and in social media that it spreads like a virus. Last year a show on Netflix "13 reasons why" went viral due to its' subject matter. Social media spend in ads has grown to $15B this year and all metrics show it growing even more next year. One of the reasons these shows gain such a following is due to social media. 13 reasons why got over 3.5 million tweets in the first week it was released. Social media creates an incredible ecosystem for fans of content to live in. This creates a highly trackable audience that can be segmented later on. If your brand needs to have its' message in front of teen girls than utilizing fans of "13 reasons" and shows like it would be a great way...
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The Digital Marketing Tool Belt

The Digital Marketing Tool Belt

There are many different strategies and tactics in the "digital marketing tool belt" to consider when coming up with a plan. The same can be said of any marketing plan when you look at traditional approaches as well. However, there are far more ways of targeting with a digital campaign compared to traditional media. Television, radio and print are all pretty much top of the funnel solutions meant to hit ad wide of an audience as possible. In the digital world you can do something big and bold, or hit a certain targeted list of people via a social media ad platform. When considering what tool to use many people can become overwhelmed and did themselves paralyzed by all the different options. There are some simple ways to slow down the panic and carefully find your desired campaign. First, you have to identify the purpose of the campaign. Do you want to directly find customers and drive up sales right away or...
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Mobile Advertising: The Next Generation

Mobile Advertising: The Next Generation

Almost everyone reading this owns a cell phone, and there is a rather large probability that you are reading it on a smartphone. According to a recent study 77% of people in the US own a smartphone which has more than doubled in the last 7 years (35% in 2011). While these devices have taken over the retain world, and many of our lives, something else has begun happening as well. It comes as no surprise that advertising strategy tends to follow consumer behavior. So as the ownership of smartphones has exploded the mobile advertising phenomenon has grown right along with it. So as we spend more and more of our time looking into our screens the images that we consume have become advertising at a higher pace year over year. We have seen traditional static banner ads come and for the most part go. Video advertising on mobile devices is growing at a similar trend-line on desktop. The one buzzword people...
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