Be In The Know Blog

Joseph Naylor

Recent Posts

Don't Put All Your Marketing Eggs in One Basket

Posted by Joseph Naylor on June 3, 2015 at 10:08 AM

It can be an exhilarating experience to get that first real breakthrough on a marketing campaign. Whether a piece of content goes viral or a social networking channel passes a certain milestone, it feels great when you can demonstrate a proven success and count it as a reliable stream of revenue. However, just because you've found one marketing strategy that works, you shouldn't put all of your eggs in one basket.

Integrated marketing campaigns can help you grow your brand's presence even further. Though it can be tempting to devote all of your energy to a singular effort that has brought your business demonstrated success, investing your time to create an integrated plan will ultimately set the stage for long-term growth. Here are three key characteristics of any strong integrated marketing campaign.

Read More

Topics: Digital Marketing Strategy, Integrated Marketing

Geo-Precise Targeting: It's Time to Get off the Fence

Posted by Joseph Naylor on May 15, 2015 at 11:02 AM

If you want to deliver messages to the right audience at the right place and time, geo-precise targeting is the way to go. This marketing tactic helps you determine where your ideal customer is and deliver content to them based on that location. The increase in mobile users has made this hyperlocal strategy more relevant to a user's intent. Now you can serve up campaigns to people searching or viewing your products or services in a particular location, rather than where that user lives.

With geo-targeting, you leverage precise locations to increase your relevance to the user, as Google explains. This is ideal for targeting mobile users because you can set geographic boundaries (called geo-fencing) and deliver ads to mobile users when they enter this area.

Read More

Topics: Premium Display and Banner Ads, Reach Extension and Targeting, Mobile Optimization and Advertising

Why Banner Ad Click-Through Rates Aren't the Be-All and End-All

Posted by Joseph Naylor on May 5, 2015 at 10:18 AM

Click-through rates have long been the standard measurement of banner ad success. The logic is simple: Low banner ad click-through rates mean that too few consumers are taking action as the direct result of exposure to your ad. Without these actions, the ad fails to deliver and advertisers have to eat the cost.

Click-through rates can be a good metric for assessing ad value, to be sure, and for some companies, the need to generate clicks remains an important component. It's misguided, however, to think that a banner ad's only form of success derives from driving a click on the ad. The more we learn about the function of banner advertising, along with the ways it can affect consumers and plant seeds for action later, the more we realize that banner ad click-through rates are not the be-all and end-all for this form of display advertising.

Read More

Topics: Premium Display and Banner Ads

3 Essential Elements of a Successful Display Advertising Campaign

Posted by Joseph Naylor on April 23, 2015 at 10:12 AM

Beginning a display advertising campaign can feel like a daunting task. Though there is some data that suggests that a phenomenon known as "banner blindness" means most users scroll past ads instinctively, in the hands of a savvy marketer, display ads can be quite effective. In fact, the Wall Street Journal reports that the market for display ads is projected to double in the next five years, thanks to new innovations in the display advertising industry. So what separates ads that users scroll right past from ads that are engaging and highly clickable? It turns out that the best display ads have these three things in common.

Read More

Topics: Premium Display and Banner Ads

3 Digital Marketing Mistakes to Avoid in 2015

Posted by Joseph Naylor on March 16, 2015 at 9:38 AM

With 2015 well underway, most brands with a developed marketing approach have started implementing their strategy. Every year, marketers must tweak their overall approach to respond not only to their brands' changing needs, but also to the industrywide trends that alter online marketing's best practices.

The target for these practices is constantly in motion, so the risk of making digital marketing mistakes is even greater. Brands must react on the fly and adjust quickly to keep their strategies firing on all cylinders, but businesses are leery of making impulsive decisions. And when the prevailing ideology behind best practices isn't understood, it's even easier to misinterpret how a brand should act and react.

In 2015, some of the worst mistakes will come when brands fail to trust the established practices that cover today's world of online marketing. It's critical to know how to react in moments when a clear, comprehensive read on the information isn't always possible. Here are three simple mistakes to avoid throughout the year.

Read More

Topics: Digital Marketing Strategy

How Website Visitor Behavior Differs Between Desktop and Mobile

Posted by Joseph Naylor on March 9, 2015 at 9:53 AM

Few marketing landscapes have as much influence on website visitor behavior as mobile. Here, spontaneous and immediate demands for information are driving website design, marketing strategies, brand awareness and user engagement.

Nielsen reports that 71 percent of Americans own a smartphone; this increases to 85 percent for millennials. Thus, it's no surprise Search Engine Watch reported that Google's mobile visitors surpassed desktop visitors for the first time in late 2014. This means that if you want to extend your audience reach, understanding the differences between user engagement on websites accessed via mobile versus those accessed via desktop is key.

Engagement

Search Engine Watch reports that desktop visits last three times longer on average than mobile visits, with more pages viewed and half the bounce rate. This is website mobile visitors want a rapid and smooth experience. When mobile users land on a page, they don't want to pinch and resize so they can read the content and find what they're looking for. Instead, they leave the site and head somewhere else with a better mobile experience.

Read More

Topics: Mobile Optimization and Advertising

Digital Marketing Trends That Will Define 2015

Posted by Joseph Naylor on January 20, 2015 at 10:17 AM

Every year is marked by huge innovations and emerging trends that change the digital marketing landscape. With 2014 in the rearview mirror, it's easy to look back and see that many of the changes that altered best practices were forecast in 2013 and even earlier.

Although new trends have dramatic implications for how marketers do business, savvy professionals don't need to feel blindsided. The top digital marketing trends for 2015 have already taken root, and there's no good reason to be skeptical about their bright futures.

By accepting the changes yet to come and planning to attack these trends head-on, marketing departments can get a nice head start on their competition. Here's what to look for this coming year.

Read More

Topics: Digital Marketing Strategy, Video Advertising, Native Advertising

Adjusting to the New Customer Journey

Posted by Joseph Naylor on October 28, 2014 at 10:24 AM

Remember the Marketing 101 customer journey "funnel" that was used to understand consumer purchasing decisions? It went like this: Awareness drives familiarity, resulting in consideration and then a purchase, which builds loyalty. That linear journey has evolved drastically, with the addition of multiple channels, digital marketing, social media and more competing for consumers' attention. It's time to toss the funnel and reexamine how consumers become customers — and adjust our integrated marketing plans accordingly.

As McKinsey & Company's report points out, the customer journey has now transformed into a loop. Let's explore each step of that loop and what these steps mean for digital marketers.

1. Initial consideration: In this phase, customers begin to consider an initial set of brands. Marketers need to understand that customers are much more savvy and active in searching out products today. They're no longer passively sitting in front of TV spots, waiting to be told what to do. This is why SEO marketing, cross-brand channel strategies and social media campaigns are now key components of a successful marketing mix. Our job as digital marketers is to provide multiple touchpoints that ensure your brand is where it needs to be when a consumer is ready to consider.

Read More

Topics: Digital Marketing Strategy

How Integrated Marketing Campaigns Can Boost Traditional Advertising

Posted by Joseph Naylor on October 14, 2014 at 11:49 AM

Integrated marketing campaigns that combine traditional advertising methods like print and TV with online advertising outlets like social networking websites have become increasingly popular in recent years, reaching today's connected consumers in more ways than ever. If a marketing campaign in today's world is truly going to be successful, it will need to reach out to consumers in many different ways, including print, TV and online to be successful. Integrated marketing campaigns can be of different sizes and scopes, but there are two big advantages these types of marketing campaigns have over traditional or digital-only advertising.

Read More

Topics: Digital Marketing Strategy

Integrating Digital Marketing Into Your Overall Marketing Vision

Posted by Joseph Naylor on August 27, 2014 at 8:45 AM

According to Gartner, companies will have increased their digital marketing budgets by 10 percent year-over-year by the end of 2014. As more marketers increase their budget spend, it will deliver true transformation in all areas of the marketing mix, fundamentally changing the way your customers and prospects engage with you. But that doesn't mean you should drop your traditional marketing plans — in fact, the two should be more unified than ever in order to take full advantage of this transformation. Here are a few tips to help you move away from the old digital vs. traditional mindset and fully integrate your overall marketing strategy.

Align Both Sides of Your Marketing Brain

Consider the right-brain and left-brain sides of your plan and what each side represents as you bring together traditional and digital marketing objectives. The big-picture, left-brain functions involve message development, competitive analysis and identification of trends that will help you achieve your transformation. Right-brain functions require staying focused on such tasks as media buying and planning. Identify the people in your organization who have demonstrated the ability to consider the bigger picture, as well as the team members who do well with the detail-oriented, day-to-day tasks of execution — and put them to work accordingly.

Read More

Topics: Digital Marketing Strategy

Stay Connected

Subscribe to Email Updates

Free Resources

Click here to visit our archive of free eBooks and White Papers