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Zuri Stanback

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Weather-Based Marketing

Posted by Zuri Stanback on September 6, 2016 at 11:41 AM

Weather-based marketing is a powerful tool when it comes to capitalizing on consumer behavior that changes with the weather.

The days of only being able to get the weather forecast on the TV, radio, or in the newspaper before heading to work are long gone. Now consumers have a variety of ways to check the weather, including weather sites online, real-time weather apps or local news apps.

Mobile now accounts for nearly one-third of all e-commerce sales, as InternetRetailer notes — and recent reports state that consumers check the weather on their mobile phones multiple times a day. Real-time mobile engagement gives you a great opportunity to capitalize on hyper-local geotargeted ads that can be changed as often as the weather.

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Topics: Digital Marketing Strategy, Home Services

Are Your Mobile Ads Getting People to Your Store?

Posted by Zuri Stanback on August 29, 2016 at 1:23 PM

More than 90 percent of retail sales happen offline, as Marketing Land notes, but much of today's shopping journey happens online. Thankfully, lift studies that link online behavior with in-store visits are becoming more readily available. These metrics allow you to measure in-store visits driven by your mobile ad campaign to learn precisely how well it's performing.

Previously, it was a challenge to link online ad exposure to offline sales, but with mobile's geolocation data, vendors — who serve mobile ads — can measure the number of customers who visit a retail location after seeing said mobile ad. For instance, Facebook offers location-based awareness ads that show stores "near me," and offer calls-to-action such as "directions" or "call." Now those ad reports include a store visits metric, which enables you to see how many people came to your retail location after seeing your Facebook ad and analyze results across multiple locations — but there are many ways to crunch the numbers.

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Topics: Mobile Optimization and Advertising

How Can Search Retargeting Help Your Business?

Posted by Zuri Stanback on August 15, 2016 at 12:35 PM

Even if you're familiar with the general concept of retargeting, you may wonder what search retargeting is, specifically. According to Econsultancy, search retargeting is different from site retargeting as it allows marketers to serve display ads to consumers who recently searched for specific keywords related to their business.

For instance, if a marketer aims to boost a locally owned hotel in Atlanta, they could use searches for "cheap hotel in Atlanta," "travel to Atlanta" and "flights to Atlanta" to serve ads to those potentially considering a trip to the area.

Although the concept behind search retargeting is simple, this marketing tool is far more valuable than you may initially expect.

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Topics: Retargeting and Remarketing

Why Mobile Search Strategy Matters: Tips for Local SMBs

Posted by Zuri Stanback on July 18, 2016 at 2:16 PM

If your customers are like most people, they have their smartphones on them throughout the purchase process. With a good mobile search strategy, you can focus on them when it matters most — when they're nearby. A killer mobile strategy will turn smartphones into your best influencers and lead customers right to your door. First, you want to be sure your website has a responsive design to optimize it for mobile. Then, you can get on to the good stuff: building your mobile-centric search strategy.

Give the People What They Want

Searches that happen on cell phones, so-called "mobile-centric" searches, are a powerful way to gain customer insight. By looking at the mobile-centric searches for your category or brand, not only will you learn what people are searching for when they find you, you'll know where they are when they're looking — at home, on the street or right in your store. Taken altogether, this data can give you critical information about what your customers want. Whether it's an address, a phone number, or a special deal, be sure your ads are tailored to provide that information.

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Topics: Search Engine Optimization (SEO), Mobile Optimization and Advertising

Brand Safety Solutions for Digital Advertisers

Posted by Zuri Stanback on July 7, 2016 at 11:32 AM

Digital advertising changes, but concerns around brand safety remain at the top of ad buyers' minds. According to eMarketer, 26 percent of brands purchasing digital ad space cited brand safety as their top concern when choosing where and how to advertise, underscoring the need to provide assurances to those consumers.

Those companies are fortunate that brand safety solutions on digital ad exchanges make it possible to avoid much of the online advertising space that might be a poor fit for their campaign. But don't take an ad network's word for it — every company should know what features can ensure brand safety and protect ad content from potentially damaging associations.

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Topics: Premium Display and Banner Ads, Digital Marketing Strategy, Reach Extension and Targeting

Banner Ad Best Practices: What to Do After You've Designed the Perfect Ad

Posted by Zuri Stanback on June 9, 2016 at 11:00 AM

The banner ad creation process can be intense. After creating eye-catching graphics, A/B split testing different calls-to-action and even working on device optimization, it's easy to feel like you've finished the job once the perfect banner ad finally comes together. But, in some respects, the journey is just beginning, as even the most perfect banner ad won't be very effective if it doesn't reach the right audience. Fortunately, there are some banner ad best practices to get the ball rolling after the ad creation phase.

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Topics: Premium Display and Banner Ads, Reach Extension and Targeting

Why Click-Through Rate Isn't Always the Best Indicator of Success

Posted by Zuri Stanback on May 31, 2016 at 9:34 AM

Adweek reported that 80 percent of digital ads are ignored, and 63 percent of millennials use ad-blocking software to eliminate display ads from their browsers entirely. Even worse, Google's Rich Media Gallery shows that, of those who can see ads, only 0.18 percent will ever click on them. To put that in perspective, you're more likely to be audited by the IRS or be born with an extra finger or toe than ever click on a banner ad, according to statistics from SheKnows.

It's easy to see why marketers may want to move away from banner ads. However, click-through rate isn't the only indicator of success, and abandoning banner ads based on these statistics could be a big mistake.

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Topics: Premium Display and Banner Ads

Local Digital Advertising: The Ins and Outs

Posted by Zuri Stanback on May 26, 2016 at 2:01 PM

Local digital advertising makes it easier than ever for SMBs to match the presence of national brands. Even companies that have never advertised before are taking advantage of its ability to deliver prime customers at point-of-purchase.

Just one slice of this market — location-targeted mobile ads — is expected to grow from $8.5 billion last year to $26.7 billion in 2020, at which point local digital advertising spending is expected to capture 43% of mobile ad spend in the U.S., according to MarketingCharts.

But before you jump in, here are a few things you'll want to know.

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Topics: Mobile Optimization and Advertising, Integrated Marketing

What Is Ad Blocking, and How Can You Get in Front of This Issue?

Posted by Zuri Stanback on May 5, 2016 at 1:23 PM

What is ad blocking? From the perspective of consumers, the prospect is win-win. Not only can they bypass content they didn't elect to see, but they can save on data costs by not loading it. However, for marketers, this can seem like a zero-sum game. It's easy to get frustrated by this behavior, but taking a hard look at where ad blocking is happening (and where it is going) can help you get in front of this growing trend.

What Is Ad Blocking?

Most marketers know that ad blocking is add-on software that users seek out and download with the intent of stopping display ads from loading on a requested page. While the concept is pretty straightforward, the "add-on" part of the equation is somewhat mystifying. Many consumers simply don't bother to seek out browser extensions, making it less of a pressing issue than some marketers might fear. In fact, data reported by Fortune shows that only 6 percent of Internet users around the world are actively blocking ads. Although that figure is low, the same report shows that ad blocking is on the rise, particularly among millennials.

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Topics: Premium Display and Banner Ads, Reach Extension and Targeting, Social Media Marketing, Native Advertising

3 Integrated Event Marketing Best Practices

Posted by Zuri Stanback on April 28, 2016 at 11:23 AM

The trick to hosting a successful event isn't just putting on a show that people will enjoy. More often than not, it's a matter of making sure interested fans know about the event in the first place. With so much digital content competing for the attention of customers, it's easy for a promising event to get lost in the fray.

Thanks to location-based targeting strategies, digital channels have become a valuable way to address this issue and dispense event marketing materials. Brands can seek out smart partnerships and relevant advertising destinations to reach their target audience and build interest for their event weeks — or months — in advance.

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

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