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Jenny Sutton

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2018 Marketing Trends: What to Look For

Posted by Jenny Sutton on November 22, 2017 at 10:37 AM

There are still a couple weeks left in 2017, but marketers are already looking toward next year and the new marketing trends they should factor into their budgets. While it's impossible to know specifically what challenges the new year will bring, a few 2018 marketing trends are already forming.

Invest in Video Ads, Especially on Facebook

Streaming video on social media was one of the biggest growth drivers in 2017, so it comes as no great surprise that the trend will continue into next year. Recode reported that video ad spending is expected to grow 49 percent (to roughly $18 billion) in 2018.

As streaming on laptops and other large-display devices further declines, mobile streaming will continue to dominate other devices. Although mobile video has spread across the web, the most views in 2018 will still come from social media — specifically Facebook — making spending on this platform essential in the new year for even the most budget-conscious marketers.

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Topics: Digital Marketing Strategy

What Makes a Content Marketing Strategy Successful?

Posted by Jenny Sutton on October 20, 2017 at 11:31 AM

There's no denying the power of content marketing. Not only does it cost 62 percent less than outbound marketing efforts, it also generates more than three times the number of leads, according to Demand Metric.

However, while a well-developed content marketing strategy can keep your audience engaged and your sales pipeline full, not every organization is successful in their efforts. So, what can you do to make sure your strategy delivers the results you want?

Here are three common questions that marketers must ask themselves when creating and optimizing content.

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Topics: Content Marketing

Audio Streaming Service Ad-Buying: What to Know and How to Do It

Posted by Jenny Sutton on July 10, 2017 at 10:46 AM

Digital audio offers great flexibility in how it's consumed, allowing users to listen during their daily commutes, at work, mowing the lawn and in dozens of other scenarios — all enabled by their mobile devices.

Brands outside the audio industry are beginning to see the opportunity of an audio streaming service as an advertising opportunity. According to a survey from Advertising Age reported by eMarketer, on average, 7 percent of advertising budgets were allocated to digital audio. But those same respondents expected this budget share to reach 11.6 percent within the next year.

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Topics: Digital Marketing Strategy

Digital Campaign Measurement: Know When the Price is Right

Posted by Jenny Sutton on June 30, 2017 at 9:50 AM

Building a digital campaign isn't the end of a marketer's hard work. Measuring performance is crucial to understanding value and future campaign decisions. Marketers and their leadership need to understand the cost of these campaigns relative to the value they bring in, particularly when compared to other digital campaigns.

No company wants to waste money on marketing strategies that don't pay off. Here's a simple guide to identifying the right metrics, measuring performance and making business decisions based on campaign ROI.

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Topics: Digital Marketing Strategy, Analytics

4 Tips to Boost Your Automotive Marketing

Posted by Jenny Sutton on November 21, 2016 at 1:03 PM

Innovations in technology have transformed not just automotive marketing, but the entire industry. It's critical to know and understand how digital marketing solutions can and should be implemented for the auto industry, as well as how traditional media remains useful.

1. Get Personal

Your customer will most likely begin his or her car-buying research online. This is an ideal opportunity to take advantage of search retargeting, which places a piece of code into the browsers of customers who search for specific terms. Savvy media placement can deliver the matching make and model in ads that will appear in those customers' web searches or Facebook newsfeeds. The trick is to manage the data effectively.

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Topics: Automotive

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