Posts Tagged: ROI

How can organisations produce a more integrated and relevant offering?

The customer buying journey is becoming ever more dynamic and more open across many different platforms…mobile, social, search, digital, offline, even crowd-sourced.

customerjourney

In B2B as much as B2C, people are more educated and more accustomed to having a lot of choice, and so marketing has become more complex to keep up.

More sophisticated marketing is critical for companies who need to engage with resellers – those who grow by re-selling through other companies.

Read more on How can organisations produce a more integrated and relevant offering?…

Millennials and the content remixing revolution

For years, brands have been chasing the coveted millennial market.

millenials

As true digital natives, millennials’ comfort and fluency in the online world is what sets them apart. With an insatiable appetite for digital media, they are the driving force behind the digital content revolution.

Brands have reacted by throwing themselves into digital content production, working to craft content that resonates with this audience.

As a result, 2015 was a record year for content marketing, attracting approximately £5.2 billion of investment from UK brands according to Enders Analysis. But what are the key factors for brands to bear in mind when engaging with the crucial millennial consumer?

Read more on Millennials and the content remixing revolution…

5 steps to boosting ROI on Google Shopping

G shoppingGoogle Shopping is a key part of the marketing mix for most e-commerce businesses.

Thanks to Google’s continuing dominance of search (it currently has an 88% share of the UK market), this channel accounts for a huge proportion of revenues for many companies. Read more on 5 steps to boosting ROI on Google Shopping…

4 reasons native advertising is exploiting brands

nativeAs content marketing continues to take over the popular marketing psyche, native advertising in particular is fast-becoming the most popular conception of the practice.

Native advertising has been billed as something of a panacea for brands who are seeing diminishing returns from traditional advertising that is blatant, irrelevant and overtly salesy. The promise of native advertising for brands has been the opportunity to access audiences that can be subtly exposed to branded content that has been published ‘natively’ and are therefore increasingly likely to pay attention. Off the back of this promise, a $44billion industry (source: Custom Content Council) has developed, with publishers, agencies, content creators and technology providers all clamouring to join the goldrush of this new opportunity.

However, whilst the spike in interest around native advertising has led to all kinds of collective back-patting, no one is able to answer the most important question of all – is native advertising making any money for the brands that do it? Read more on 4 reasons native advertising is exploiting brands…

The writing is on the wall for TV too

TV by Lubs Mary. FlickrMeasurement within print advertising has come under fire recently, criticism that online advertising has been seeing for sometime – not least from chair of Thinkbox, Tess Alps.

This is not the first time that transparency across online advertising has been compared unfavourably to other channels, and it is often TV that is held up as a shining example of an advertising model, but we often forget where it falls down and where online excels in terms of measurement and accountability. Read more on The writing is on the wall for TV too…

Research measurement needs to think outside the box

Billboard ooh by Christiano Betta, FlickrThinkbox’s latest Pathways To Profit research, carried out in conjunction with Ebiquity, proclaims TV advertising creates the most profit for advertisers. The study also suggests out-of-home (OOH) advertising delivers a negative return on investment.

Can this be true? The world’s longest-running ad medium has been delivering negative ROI for the globe’s most successful brands all along? No.

 

Read more on Research measurement needs to think outside the box…

The 4 magic Rs that online gambling marketers must make work together

gamblingReputation, responsibility, regulation and ROI

Gambling brands are among the best-known brands in the UK, with a quarter of British adults saying that they gamble online, according to our recent research with ComRes. Yet the polarising effect the industry has on the public makes it one of the toughest industries for a digital marketer to work in. Read more on The 4 magic Rs that online gambling marketers must make work together…

Data vs creativity: Mobile advertising needs both

binary dataAs confirmed by the IAB’s recent digital ad spend study, mobile is now taking up an ever greater portion of media plans today – which is great news for those of us deep in the trenches. But as marketers, and their agencies, increasingly invest in the mobile channel striking the balance between data-driven targeting and creativity remains a challenge.

When it comes to integrating mobile, marketers are increasingly being attracted by the targeting potential the channel offers to reach an individual in a certain place at a certain time on their personal device. And this is, without doubt, an exciting opportunity. But the growing emphasis on mobile-derived data, and its application within programmatic buying in particular, is potentially stifling an equal focus on creativity – as more decisions are being made on the basis of tracking data rather than consumer-centric design thinking. Read more on Data vs creativity: Mobile advertising needs both…

Does your marketing data speak the same language as your business?

Tape measure by Randen PedersonMeasuring marketing performance has never been more important, yet many marketers only review results once a campaign has ended, rather than evaluating throughout. As a result, it can be easy for marketers to become sidetracked and miss valuable, actionable insights. Given today’s advanced analytic tools, it is possible to quantify marketing performance as part of an ongoing process to ensure any activity aligns with your business objectives.

Seven out of ten (70%) marketers report that their marketing efforts are under greater scrutiny than they were in the past. Challenged to align marketing strategies with the objectives of the business as a whole, they need to prove that campaigns are delivering consistent results against specific goals. At the same time, they need to ensure that the organisation is willing and able to take action on the insights being generated by marketing measurement, so that resources can be focused on strategies that deliver the best returns for the business

To meet these challenges, marketers need to put in place a robust goal-based measurement framework. By implementing the following five steps in the planning stages of a campaign, marketers can ensure they are utilising resources effectively and providing the optimum ROI for their brand: Read more on Does your marketing data speak the same language as your business?…

Managing the risk of your search engine marketing tactics

Photo by hosullivanAlthough you wouldn’t immediately think so, Search Engine Marketing (SEM) and the popular board game Risk have a lot in common.

In the tactical game of Risk, victory or defeat is based on how the dice are rolled. Offensive and defensive strategies are based on the strength of your army and how many battles you’re willing to lose before winning the war on that territory. Similarly, in SEM, victory for online marketing managers is decided on customer behaviour online and the strength of keywords. Just as you would in a game of Risk, online marketing managers must make sacrifices – only in this case they have to ask themselves how much they are prepared to lose in order to occupy a keyword position to win a customer and reach their ROI target. Read more on Managing the risk of your search engine marketing tactics…