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January 2015 - Posts

  • What's Next for Digital Marketing in 2015?

    Jan 24 2015

    digital-marketing-2015 As digital marketers, we see new tools every day. The trick is selecting the right tools to help us do what we know best: maximize ROI by using data and precise targeting to strategically focus marketing dollars at completing the customer journey to conversion.


    The explosive growth of digital marketing means more channels, platforms, placements, devices and targeting options available. In concert with new tools and action-based data analytics, an integrated approach enhances the basic tenants of campaign design, execution, analysis and optimization.

    Inventory in Opportunity
    Social platforms like Facebook, Twitter, Snapchat, Yelp, LinkedIn, Pinterest and Instagram join Google, Apple, Bing, and YouTube as household names that offer paid media.

    This enables a fresh approach to campaign design, messaging and calls-to-action that work with the visual/mobile/native web. Effective marketers will integrate the message across all platforms to deliver consistent branding and create a uniform baseline for data measurement.

    One Word: Analytics
    Moving to execution, the truly integrated marketer must tag-track-test-analyze-report-brainstorm-repeat for the full consumer experience... a journey that may include 5-10 clicks from computer, phone and tablet before converting in store. To understand every step on the path to conversion can be your competitive advantage that pays huge dividends.

    "Big Data Don't Lie"
    Data capture, measurement and analysis remain the keys to optimizing online campaigns. The 2015 marketer has access to (crazily) smarter tools, richer data sets and state-of-the-art automation capabilities. These powerful capabilities enable an all-encompassing approach to create smart and precise adjustments to the online campaigns.

    Integration Increases Power
    Despite increased sophistication in digital tools, ROI remains the most important metric to our clients. By integrating data, A/B testing and strategy, marketers can create a powerful customer journey that yields more positive conversions.

    Even if your 2015 marketing campaign is underway, keep analyzing and refining your executions to increase ROI. With so many unprecedented opportunities and capabilities in play, digital marketing in 2015 will truly be the year of the marketing integration.

     

    Jon Haley & Ryan Weisman - Paid Media Strategists

  • Where's the ROI in Super Bowl Ads?

    Jan 24 2015

    Last year, a 30-second Super Bowl spot reportedly cost $4 million. As media has evolved, digital ads have supplanted broadcast in many media plans. So why do advertisers still invest so much for such little airtime?

    Life Beyond the Spot
    Super Bowl ads no longer play once on television and disappear forever. They're uploaded to YouTube and owned channels, allowing viewers to watch and share ads online before or after the game. This helps content expand into an experience.

    When brands create microsites for Super Bowl ads, customers can connect with the brand's story through immersion. Jaguar's "British Villains" 2014 commercial still lives on to interact with. Through integration, the $4 million price tag isn’t only for tiny airtime, but an entryway to engagement with millions.

    Rare Community Watching
    Most marketers acknowledge that many people no longer consume TV live, nor together. Online platforms and DVRs make it easy to watch at leisure, killing "appointment television." But the Super Bowl is different.

    The Big Game typically runs away with the highest TV rating of the season, and is almost always watched in community. The Super Bowl party is now an American institution, where friends gather to eat, drink and watch commercials. Fans can immediately chat about the spots, while others can connect a memorable commercial to the memory of watching with friends, increasing recall.

    The Big Buzz
    The exponential ROI of Super Bowl commercials reaches beyond word of mouth. Ads gain added value as news coverage and social media sharing amplify viewership and attention. Brands pull out all the stops creatively to produce memorable spots that will start conversations during the game and around the water cooler afterwards.

    Are the numbers already crunching in your head? While a national Super Bowl spot is nearly impossible for many advertisers, brands can join the conversation on a local market basis, especially in smaller, more affordable metro areas. Smaller brands still get the local buzz of being on during the Big Game without blowing their entire media budget for the year.

    Brands of all sizes can produce great Super Bowl commercials. And, as consumers, we wouldn’t have it any other way.

     

    Mary Jo Sobotka - Chief Integrated Media Officer

  • 6 Tips for More ROI on Your CSR

    Jan 24 2015

    We've come a long way since 1970 when economist Milton Friedman famously declared that the sole responsibility of business is to increase its profits. Consumers are rewarding socially responsible companies with increased sales, brand affinity and loyalty. Many are seeing the compelling connection between social performance and financial performance, but not all companies are applying it correctly for maximum impact. Here are some guiding principles for fortifying your corporate social responsibility (CSR) efforts to create shared value and maximize ROI:

    • Focus: identify the most relevant cause aligned with your core business that would have the greatest impact — and focus on that.
    • Be authentic: CSR shouldn't be a feel-good exercise or part of your crisis PR toolkit. When efforts are disingenuous, people catch on and publicly challenge your motives.
    • Embrace transparency: welcome a two-way dialogue with your consumers. Transparency leads to greater brand equity and stakeholder engagement.
    • Be consistent: CSR isn’t a passing fad or a one-off that's applied when you have additional budget. It's an ongoing commitment that's applied, measured, refined and optimized over time.
    • Aim for impact: the goal of your CSR efforts should be achieving impact and communicating that impact to all stakeholders.
    • Integrate: CSR should be approached holistically and embedded in your core business strategy with internal buy-in and engagement throughout the company.


    Ultimately, those who effectively engage in CSR create a more sustainable business model and reap the benefits of multiple societal and economic returns.

     

    Sara Nazarian - PR Specialist/Team Leader

  • Location-based Advertising: What is It? How Can My Brand Benefit from It?

    Jan 24 2015

    Location-based advertising (LBA) integrates goods and services offered at specific locations with ads on mobile devices. Advertisers recognize the importance of not only what we are doing on our phones, but where we are while using them. Consider a few LBA facts:

    • People spend ~90 minutes a day on their phones, mostly spent web browsing
    • 61% of smartphones are GPS-enabled
    • 75% of mobile users are more likely to take action after seeing a location-specific ad


    Types of LBA:
    Geofencing: Targeting devices within or near a specific location. For example, if you’re driving by Target, you will be served with a mobile ad about a sale or deal.

    Geoconquesting: Targeting devices within proximity of competitor locations. In this case, your location near Target will trigger mobile ads from Walmart.

    Channels for delivery:
    There are multiple ways that advertisers can reach consumers:

    • Brand-specific apps
      • GPS location: If your brand has an app, and the consumer allows it, you can send push notifications when they are within a certain distance of your store.
      • Beacons: Beacons can also push notifications through location-enabled apps based on proximity to a store using Bluetooth. Macy's installed 4,000 beacons last fall, enabling the retailer to push promotion notifications to consumers with shopping app Shopkick as they enter the store. While beacons can be used up to half a mile away, the customer must accept location services within the app as well as turn Bluetooth on, which decreases reach.


    Your brand doesn't have its own app? No problem. There are other ways:

    • Mobile browsers: Ads are served to users within their web browser once they enter a specified area. Don't have a brick and mortar but want to still create brand awareness or sales? Coors Light targeted users by providing directions to the nearest bars selling the beer.
    • Mobile app partnerships: Waze, Spotify and Pandora are just a few apps that allow LBAs within their platforms.


    LBA is beneficial to both consumers and retailers. It's highly targeted, real-time communication for the advertiser. And it's convenient for consumers close to your product or service.

    lba-phelps-marketing

     

    Kiley Story - Interactive Producer

  • Introducing the Panasonic FZ-R1

    Jan 15 2015

    New products from Panasonic killed it at the National Retail Federation show in NYC this past week. Drawing the most attention was the Panasonic Toughpad FZ-R1, the only all-in-one mobile Point-of-Sale and Windows 8.1 tablet computer.

    Check out this video we produced that introduces the latest in mPOS technology: