Archive for the ‘ Tools ’ Category

Increase ROI and Confidence in the Media Mix

The top challenge marketers face this year is increasing or proving marketing ROI.  Part of the problem is 50% of advertisers aren’t confident in their own media mix.  A surprising 55% of advertisers aren’t confident they know and understand how to effectively reach and influence people along the customer journey.  One of the root causes…

The top challenge marketers face this year is increasing or proving marketing ROI.  Part of the problem is 50% of advertisers aren’t confident in their own media mix.  A surprising 55% of advertisers aren’t confident they know and understand how to effectively reach and influence people along the customer journey.  One of the root causes of this dilemma is they’ve been unable to measure campaign results across isolated media channels and big data silos.

 

So, what can be done about this problem?

 

The obvious answer is to improve campaign measurements so ROI and media effectiveness will reveal themselves, but I suspect most sophisticated marketers are already pushing the limits of tracking reports.

 

abilitytotrackroibychannel

 

What if there was a way we could measure the impact of channels that are currently limited in their own tracking capabilities?

What if we could also increase wholesale lift across the board at the same time?

 

Let’s take an example of a campaign running across channels, using the audience targeting features each network or site has available.  Just because we instruct Facebook and AdWords, for example, to target the same profile of person doesn’t mean those same people will be served our ads in both places.  If we’re doing a good job there has to be some overlap, but there’s no reliable or measurable way of seeing that.

 

Compare a different approach where we force an overlap of most of the people targeted in the campaign.  These isolated channels and platforms on their own, or using a management tool like AdRoll, don’t have the ability to force this audience overlap.  Fortunately, there are marketing data firms that provide the one-to-one targeting data to ensure the same people see ads in a truly omni-channel experience for each person.

Anytime an impression, click, page visit, or site conversion comes from an ad unit served to the overlapped audience, you will automatically know that person was also influenced by all the other channels in the mix.  If you weren’t serving ads to the same people in all channels you wouldn’t know the total impact each channel has on the customer journey.  By forcing the overlap of audience targeting you have the ability to aggregate the total impact and ROI of this mix-within-the-mix.  This approach has resulted in campaign performance increases of up to 66%.

 

Going back to our original problem of increasing and proving ROI, there is a light at the end of the tunnel.  Reaching hyper-targeted audiences one-to-one across channels has been proven to boost campaign performance.  This approach gives marketers the ability to measurably prove the ROI, boosts confidence in the media mix, and increases performance all at the same time.

 

 

Based on Getting Digital Right by Millward Brown Digital

3 Trends Influencing Digital Advertising

  Mobile Ad Spending is Exploding while Desktop is Flat There’s a $21 billion untapped opportunity for brands to catch up with how people consume media. Internet advertising revenue increased 20% in 2015 over 2014, hitting $60 billion total. Spending on Mobile ads grew more than 66% while Desktop increased just 5%. Only 12% of…

 

Mobile Ad Spending is Exploding while Desktop is Flat

There’s a $21 billion untapped opportunity for brands to catch up with how people consume media. Internet advertising revenue increased 20% in 2015 over 2014, hitting $60 billion total.

  • Spending on Mobile ads grew more than 66% while Desktop increased just 5%.
  • Only 12% of ad budgets are for Mobile, where people spend 25% of their time.
  • People spend 22% of their time on Desktop where 23% of ad budgets are earmarked.

 

Facebook and Google are Winning

Google and Facebook combined caused 75% of online advertising growth in 2015 over 2014.

  • Facebook’s ad revenue increased 59%.
  • Google’s ad revenue grew 18%.
  • Only 13% of growth was contributed by all other digital players combined.

 

Millennials Still Use Facebook

Industry reports keep saying that Facebook is out of vogue for teens and young adults, but the data tells a different story. Facebook surpasses all other social media platforms on both reach and time used with 18-34 year olds.

 

 

Based on KPCB Internet Trends Report

Publishers Rely on Email to Drive Readership

  Publishers have been increasing their reliance on email tactics to drive traffic and readers to their websites. 41% of publishers credit email marketing for driving more than a quarter of total revenue, compared to 24% for general marketers. Research from The Relevancy Group also found that emails sent by publishers have higher engagement rates.…

 

Publishers have been increasing their reliance on email tactics to drive traffic and readers to their websites. 41% of publishers credit email marketing for driving more than a quarter of total revenue, compared to 24% for general marketers. Research from The Relevancy Group also found that emails sent by publishers have higher engagement rates.

“Email marketing is being relied on more heavily today than ever before, and the data indicates that publishers depend on it even more than most,” says Nicholas Einstein, vice president of research and principal analyst at The Relevancy Group.

Email is a top traffic driver for Buzzfeed.com, shared Kraig Swensrud, CMO of Campaign Monitor. Google Analytics reporting confirmed that email is a crux of readership engagement for that media company. He also said that email is becoming more common in the media industry because they need new ways of keeping in touch with readers on a continual basis.

“Publishers, who rely on email even more than others, have specialized requirements, and often need to leverage different strategies, tactics, and tools to drive their core business objectives,” says Einstein. “Those who allocate resources on six key areas of focus will be well positioned to take advantage of the tremendous opportunities that channel proliferation, and the current evolution towards distributed content, currently present.

The recommended six focus areas to optimize publisher email campaign performance are:

  • Optimize at the top of the funnel
  • Showcase highly relevant content
  • Operate mobile-first
  • Use A/B testing
  • Multichannel integration
  • Identify and leverage key market influencers

 

Post based on MediaPost article

Email Advertisers Should Stop Ignoring Mobile

  “75% of Americans simply delete emails if they aren’t optimized for mobile” Email campaigns with responsive mobile designs see dramatically higher results. Consumer engagement with email messages are largely influenced by the email’s design. Emails optimized for mobile reading achieve 24% higher clicks on average. Full responsive design emails see click-to-open rates increase by…

 

“75% of Americans simply delete emails if they aren’t optimized for mobile”

Email campaigns with responsive mobile designs see dramatically higher results. Consumer engagement with email messages are largely influenced by the email’s design. Emails optimized for mobile reading achieve 24% higher clicks on average. Full responsive design emails see click-to-open rates increase by 55% on mobile devices and 23% on desktop.

Revenue growth is directly impacted by how people interact with email messages on mobile devices. Mobile was responsible for a quarter of all email-driven revenue in the 2015 holiday shopping season. Online mobile purchases increased 15% year-over-year in Q4 of 2015 compared to only 13% for desktop. It shouldn’t be surprising how critical mobile design is for driving email advertising ROI.

Mobile holds a major share in the email advertising world with 69% of all opens happening on a mobile device, compared to fewer than a third of opens on desktop only. Marketers are missing huge opportunities to gain customers and build awareness because only 17% use responsive design in every single email. This is critical for digital campaign success because 75% of Americans simply delete emails if they aren’t optimized for mobile.

 

Post based on MediaPost article

In-the-Trenches View of Ad Blocking

Written by Chris O’Neill | @chrisoneillpro   A recent poll of my network revealed how in-the-trenches media professionals are dealing with the growing issue of ad blocking. Responses showed diverse approaches to what could be the biggest hurdle for digital media this year. Here is a summary of what industry leaders had to say.   How…

Written by Chris O’Neill | @chrisoneillpro

 

A recent poll of my network revealed how in-the-trenches media professionals are dealing with the growing issue of ad blocking. Responses showed diverse approaches to what could be the biggest hurdle for digital media this year. Here is a summary of what industry leaders had to say.

 

How are media professionals dealing with this issue?

  • Diversifying across media channels so issues with display will have less impact
  • Deciding that people who choose to block ads aren’t a qualified audience anyway
  • Increasing native, social, email, and blog efforts because they are not blocked
  • Relying on outside media partners to manage the situation
  • Using this as a wakeup call to re-evaluate opportunities for effective non-display tactics

 

What work still needs to be done?

  • Identify qualified people without ad blockers to ensure they get added to targeting pools
  • Know definitively how many people actually use ad blocking, to accurately quantify potential impact

Once is not Enough: Mobile Retargeting

  Most customers will not buy, book, or request more information the first time they visit your website. They spend time doing research and can forget about a certain product or service very easily. A category or product page they’ve read on your site gives you valuable information about that consumer. Retargeting completes the loop and displays ads to those high-intent…

 

Most customers will not buy, book, or request more information the first time they visit your website. They spend time doing research and can forget about a certain product or service very easily. A category or product page they’ve read on your site gives you valuable information about that consumer. Retargeting completes the loop and displays ads to those high-intent visitors while they browse other sites. This has been proven to be highly effective since, as cmo.com reports, consumers who see retargeted ads are 70% more likely to return and convert.

Mobile Usage Is Surpassing Desktop

The majority of retargeting efforts are setup to work with desktop consumers. As you’ve probably heard, mobile usage is out-pacing desktop in almost every category. Take the Travel/Tourism industry for example: In 2016, more travel sales will booked on a mobile device compared to a desktop or laptop. Accommodations and airfare booked via desktop continue to decline as people grow increasingly comfortable researching and booking trips on small-screen devices. eMarketer’s latest travel industry study forecasts 52% of US travelers who book trips via digital channels will do so using a mobile device, which will be up from 43% in 2015. It’s clear your audience is on their smartphones and tablets more than desktops and now they are making more significant purchases on those devices.

Apps vs Mobile Web

The majority of mobile usage occurs within apps compared to mobile web. Nielsen data shows an overall 80/20 usage split between apps (email, social, news) and web browsers (Chrome, Safari). But don’t ignore the mobile web when buying media because it’s still very important for brands with mobile-optimized sites who have customers arriving from search engines. Tablet users spend 56% of their time on the mobile web (comScore). The key to successful mobile retargeting campaigns is the ability to access ad inventory across all environments, networks/exchanges, iOS, Android, in-app, and mobile web.

In 2016, it’s important to be engaged along the entire digital purchase journey. Google reports 90% of consumers start a task on one device and finish it on another. Mobile retargeting is a great mid-funnel marketing tool that keeps your brand in front of potential customers at the right moments with personalized, relevant ads on the device they use the most.

Remember:

First, make sure your website or landing pages are mobile optimized. Second, choose a digital advertising partner that has access to mobile ad inventories across iOS, Android, apps, and mobile web. Talk to Future Flow Media about retargeting your audience on their mobile devices. Contact Us

You might also like: The Difference Between Cookie and ID Targeting

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The Difference Between Cookie and ID Targeting

  In short, cookie targeting is about devices, while non-cookie targeting (ID targeting) is about people. Cookie Targeting The main issue with cookie targeting is it’s about devices, and most people use multiple devices per day. They likely have a separate computer for work and home, a tablet and a smartphone. Or the device could…

 

In short, cookie targeting is about devices, while non-cookie targeting (ID targeting) is about people.

Cookie Targeting

The main issue with cookie targeting is it’s about devices, and most people use multiple devices per day. They likely have a separate computer for work and home, a tablet and a smartphone. Or the device could have multiple users such as a home computer being used by four different family members. So if the family’s teenage daughter visits fashion sites, the next person to use that computer will be served ads based on her interests. The inconsistency between the device containing the cookie and the user presents a fragmented landscape for advertisers and consumers. It causes wasted ad spend and makes it difficult to measure performance or provide proper attribution.

ID Targeting

When a site has the appropriate re-targeting code, social networks like Twitter and Facebook can identify that person’s ID. That person is then served re-targeting ads the next time they’re on those social sites. And the great part is they see those ads on their desktop, smartphone, tablet, or anything other device they use social on. Google, Amazon, Apple, eBay, and Yahoo also allow for targeting based on user login information. ID targeting creates a more consistent and relevant experience for the consumer, which is important since 70% people are comfortable receiving advertising online as long as it’s relevant to them (sociomantic.com).

Will ID take over Cookie Targeting?

Eventually it will, but cookies are still widely used for advertising on desktops across a variety of digital platforms. For many, it’s the only way to reach users at all, and the pros of cookie targeting far outweigh the cons.

Bottom line: Re-targeting Works

Consumers who see re-targeted ads are 70% more likely to purchase (cmo.com). However you do it, re-targeting brings back customers who expressed interest in your brand. Build your brand preference and stay top-of-mind by displaying re-targeted ads to audiences that didn’t convert while they visit other sites.

3 Ways to Not Poison the Pool

  Posted By: Chris O’Neill, VP, Business Development, Future Flow Media   Many of our clients have recently asked about how to increase the quality and reach of their re-targeting pools and marketing databases. I thought you also might be interested, so here’s my two cents on the matter: Adding new people into a marketing database or re-targeting…

 

Posted By: Chris O’Neill, VP, Business Development, Future Flow Media

 

Many of our clients have recently asked about how to increase the quality and reach of their re-targeting pools and marketing databases. I thought you also might be interested, so here’s my two cents on the matter:

Adding new people into a marketing database or re-targeting pool can be challenging – especially trying to capture the right people that match ideal customer personas. Many companies either fail to tag the most valuable web visitors into their re-targeting pool or indiscriminately tag everyone regardless of quality or interest. Other companies will buy email lists (yes, this still happens), load them into their ESP, and let the spam fly.

What are the best ways of increasing hyper-targeted audience reach and engagement?

  1. Use multi-channel re-targeting to keep the highest quality customers interested in your offers. Web site visitors who are re-targeted with display ads are 70% more likely to convert (cmo.com). The effectiveness is even higher (and still growing) on mobile devices.
  2. Email is still an amazingly effective tool to contact unreached or under-engaged audiences, IF you use the right partner with confirmed permission-based 3rd party opt-in data (no spam and no risk to your brand). 68% of consumers rate email as their number one method for staying in touch with businesses compared to just 5% via social media. (Constant Contact, 2015)
  3. Be diligent and selective with online assets, landing pages, and traffic drivers. Make sure that campaign-specific landing pages aren’t missing the re-targeting code. Segment people, wherever possible, between generic web visitors and people that show you by their actions how interested they are.

 

 

How to Enforce Accountability in Automotive Campaigns

  Posted By: Chris O’Neill, VP, Business Development, Future Flow Media   I was speaking with an automotive agency a while ago who shared a story about campaign accountability I thought others in the automotive marketing industry would want to hear. Several dealerships were introduced to a direct marketing company that claimed to have the ability…

 

Posted By: Chris O’Neill, VP, Business Development, Future Flow Media

 

I was speaking with an automotive agency a while ago who shared a story about campaign accountability I thought others in the automotive marketing industry would want to hear.

Several dealerships were introduced to a direct marketing company that claimed to have the ability to send emails to vehicle intenders in each dealer’s area. There’s nothing wrong so far – Future Flow Media provides this capability and does it very well. The problems began to mount with how this vendor executed (or didn’t) the campaign and how they handled the situation.

The first red flag was the number of email records reported to be available, sometimes nearly the entire population of the town. I doubt EVERYONE in the area had legitimately identified as an auto shopper AND legit email opt-in all at the same time. Regardless, the dealerships went ahead with testing the new advertising vendor.

Second issue was the traffic patterns on the dealership websites. Web analytics reports showed most of the “traffic” driven by the email campaigns were <1 second hits to the home page and there were no behavioral patterns showing web activity typical of real shoppers on the website. This arose suspicion about whether email campaigns had been sent out at all, or if the vendor used a bot traffic generator to fake web hits. I understand the gravity of this kind of accusation and don’t use it lightly – which could have been alleviated quickly except for the third problem.

The vendor refused to do a sales match back. This is the process of matching the postal addresses of people who bought vehicles against the postal addresses of people who were sent the email campaign. People who received the email, and bought a vehicle, would have been influenced by the email in their purchase journey. The straight refusal to have any data processed, for analysis purposes only, accomplished nothing but to aggravate the (now burned) customer and cement the suspicion of fraudulent practices on behalf of the vendor.

How can automotive marketers ensure accountability when using outside partners for conquest email campaigns?

  1. Always insist on a sales match back process. I understand that data licensing terms can sometimes require a couple of extra steps, but it’s well worth your while. If there is sensitivity from either party, remind all involved this process is for analysis purposes only. One way to eliminate the risk that data can be misappropriated by either party is to encrypt each record with MD5 (your IT guys know what this is), making the data useless for any purpose other than one-to-one comparison.
  2. Observe customer behavior patterns on the website. Does it look like the kind of activity that real people do when they browse vehicles on a dealer’s site? There will always be some who hit the home page and leave quickly, but you should at least see some window shopping and tire kicking. In addition, there are specific leading indicators in dealership website activity our market research team here at Future Flow Media have identified. Get in touch with us and we’d be happy to share this information.
  3. Only work with marketing vendors that don’t sound fishy (impossible targeting criteria, more records than people, etc) and follow all the best practices for 3rd party email campaigns. They should have 100% confirmed permission data, the distribution systems optimized for proper delivery, and reporting of the open/click rates. For more tips and specifics on what to look out for, let us know and we’ll be happy to share more details.