Be In The Know Blog

Transparency in Advertising: Which Metrics Should You Measure?

Posted by Codee Fuquay on May 3, 2018 at 10:18 AM

Amid a backlash of fake news claims online, the advertising and marketing industries are keeping a mindful eye on audience response. To maintain credibility and bolster relationships, integrity and honesty have become elevated priorities for publishers of all types. That's why transparency in advertising is the latest guiding principle for marketing pros everywhere.

In 2016, the Association of National Advertisers (ANA) named "transparency" the Marketing Word of the Year and even created a Production Transparency Task Force to police nontransparent advertising agency practices and develop ways to improve. Nearly a year and a half later, it remains as important as ever.

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Topics: Digital Marketing Strategy

Creating Content ROI: The Importance of a Distribution Strategy

Posted by Carlye Creel on May 1, 2018 at 11:36 AM

Great content is crucial to successful digital marketing, but content alone can't take your business to the top.

Fifteen years ago it may have been enough, but today's online landscape is so saturated that it's all but impossible for content to rise on its own. Great content doesn't naturally find an audience — it requires assistance. Driving strong content ROI requires a distribution strategy to deliver your content to a relevant online audience.

Too many brands overlook the importance of distribution, and their marketing ROI suffers as a result. If this describes your business, take a step back and examine what you're doing to set your content up for success.

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Topics: Digital Marketing Strategy, Content Marketing

AdWords vs. AdSense: What Makes Them Different, and How to Use Them

Posted by Pete Stafford on April 26, 2018 at 2:04 PM

It's hard to blame anyone who confuses Google AdWords with Google AdSense. The two services have similar names, and they even serve different sides of the same advertising coin.

But before you take advantage of either of these valuable marketing resources, it's important to understand the advantages of AdWords vs. AdSense, and how each platform can benefit your marketing strategy. When utilized correctly, both platforms can help brands optimize their ad spending and even generate revenue to fund additional campaigns. Here's a look at how AdWords and AdSense can help your business raise its standard for digital performance.

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Topics: Paid Search Engine Marketing

How Cross-Channel Attribution Powers Smart Marketing

Posted by Brooke Huntley on April 24, 2018 at 11:12 AM

Integrating digital campaigns is key to building a seamless user experience, but marketing across channels can make it difficult to track which campaigns are driving conversions. When you can't pin down performance for separate campaigns, you can't apply optimizations with accuracy and ROI remains a mystery.

This is why cross-channel attribution is so important. Attribution is the process of accurately crediting separate campaigns with the results they drive on an individual basis. This isn't as easy as it seems — if one customer engages with a brand through three separate channels before converting, there's rarely a clear indicator of which channel was most instrumental.

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Topics: Digital Marketing Strategy, Analytics

What is Contextual Targeting?

Posted by Codee Fuquay on April 19, 2018 at 2:35 PM

When you attend a wedding, you make sure your outfit matches — dress with shoes, tie with jacket and the entire ensemble with the formal setting of the event. The same principle should be applied to your advertising efforts. Contextual targeting ensures the content in your ad matches the content on the page where the ad is displayed.

A Growing Trend in Digital Marketing

As publishers get smarter about ad placement, the conversation is moving beyond weighing the benefits of banners and side margins. Instead, publishers are working with marketers and advertisers to ensure that the web page where an ad resides shares common themes with the ad shown there. That's contextual targeting.

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Topics: Digital Marketing Strategy

Rebranding Part 3: Keys to Successful Brand Implementation

Posted by Carlye Creel on April 17, 2018 at 9:51 AM

Rebranding presents the opportunity to introduce an improved image to prospective customers, and to re-energize loyal customers whose interest may need a jumpstart. But to keep in good graces with your base, you'll need to be careful about the changes you implement.

Brand implementation must be conducted in a very thoughtful way during the rebranding process, particularly if you already have a large customer base that's gotten used to your website or platform interface.

Below, we'll share some tips on brand implementation, following up on our previous installment of our rebranding series about identifying the parts of your brand that need a revamp.

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Topics: Digital Marketing Strategy

Your Facebook Data Breach Questions Answered

Posted by Apryl Pilolli on April 13, 2018 at 1:44 PM

After two days and hundreds of questions, Facebook's chief executive officer Mark Zuckerberg survived 10 hours of questioning by Congress.

Facebook's data practices were the official topic of the hearing, prompted by its issues with Cambridge Analytica, a political consultancy that improperly accessed 87 million Facebook users' names, "likes" and other personal information.

Even after all the testimony, however, many Facebook users and businesses still have questions about what the data scandal means, from what to do if an account is affected to what data Facebook has collected about them. Here are answers to some of the Facebook data breach questions below:

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Topics: Social Media Marketing

Rebranding Part 2: Pinpointing Where You Should Revamp

Posted by Ashley Rios on April 12, 2018 at 2:14 PM

Rebranding a business is no small endeavor, but if you've seen the signs that it's time to rethink your design, messaging or strategy (or maybe all three), then don't put it off any longer.

In this post, the second of our rebranding series, we'll cover how to identify what parts of your brand need an overhaul based on some of the troubling metrics we covered in the first article in the series — including high bounce rates, declining engagement and a decreasing customer lifetime value.

Below, we'll discuss how these metrics correlate with different aspects of your brand and give you some ideas on what you may need to revamp:

Website Design and User Experience

A high bounce rate and poor web traffic metrics generally indicate that your website needs some work. Your site design could be to blame, and an outside opinion is the best way to determine if that's why people are turning away. Agencies can give you an expert perspective, while customer surveys can give you a firsthand impression of what your most important visitors think.

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Topics: Digital Marketing Strategy

Rebranding Part 1: Metrics That Prove It's Time to Rebrand

Posted by Allison Sturtevant on April 10, 2018 at 11:45 AM

Signs that it's time for a rebranding strategy may not always be obvious, and many companies fail to recognize them until it's too late.

To ensure your brand remains fresh and relevant, it's always helpful to stay in touch with your clients or customers — whether via email, social media or even phone calls. But while B2C interaction is great, it isn't always reliable. It can be difficult to tell if an issue is a widespread problem or the grievance of an outspoken individual.

Numbers, on the other hand, don't lie. In the first installment of our rebranding series, we'll walk through some of the business metrics that may indicate it's time for a brand audit.

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Topics: Digital Marketing Strategy

Automotive Advertising Fails: Lessons Dealerships Can Learn from Big Brand Flubs

Posted by Carlye Creel on April 5, 2018 at 1:18 PM

If it seems like every other commercial you see is advertising a car, it's not just your imagination. The automotive industry is the No. 1 category in advertising spend, with automakers comprising nearly one-fifth of AdAge's list of the world's largest advertisers.

But while they may be prolific, it doesn't mean they always get it right.

As a car dealership, there's plenty you can learn from automotive advertising fails. While automakers can spend several million dollars on PR efforts to bail themselves out after a massive marketing blunder, the same mistake could permanently destroy the reputation of a smaller business.

Here are two important lessons local dealerships can learn from major automotive fails:

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Topics: Automotive

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