Be In The Know Blog

Three Benefits of Call Tracking That Increase Conversions

Posted by Chris Williams on October 21, 2016 at 10:42 AM

Phone call tracking isn't the inefficient headache it was years ago. Thanks to smartphones and built-in click-to-call buttons available through mobile apps and mobile search, the pipeline that funnels referrals to a business phone is easy to observe and analyze.

Many companies recognize how the benefits of call tracking can do wonders for a local establishment, or for any business that relies on person-to-person communication to drive conversions. When implemented correctly, phone call tracking can increase conversion rates while shedding light on the effectiveness of other components of your digital marketing strategy. Here are three key benefits of call tracking any company can enjoy.

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Topics: Digital Marketing Strategy

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

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

Curbing Ad Blocking: Is an Acceptable Ads Policy the Answer?

Posted by Linda Hansen on July 5, 2016 at 2:01 PM

Among the many reasons consumers seek out ad blocking software is the drag that slow-loading ads place on browsers. However, according to a report in Digiday, Google could be exploring the idea of creating an acceptable ads policy that would cut back on how much data ads require and how long they take to load. But could an acceptable ads policy really change consumer behavior?

It All Began With a L.E.A.N.

While this new initiative has impressive scope, this isn't the first time such a policy has been created in response to ad blocking. As Marketing Land notes, last year, the Interactive Advertising Bureau (IAB) announced its L.E.A.N. (light, encrypted, ad choice supported, noninvasive ads) program, which was intended to address some of the tech concerns that had been fueling the growth of ad blocking — such as autoplay and flashing ads. But, as Digiday points out, the IAB's program is not enforceable, so it only works if many advertisers and publishers subscribe to its standards.

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Topics: Premium Display and Banner Ads, Digital Marketing Strategy, Mobile Optimization and Advertising

Tips for Testing Brand Awareness

Posted by Alyson Phillips on June 30, 2016 at 2:56 PM

Traditional advertising placed brand recognition at a premium. Digital marketing has expanded the possible goals of ads in today's commercial landscape, building direct channels for conversions and offering a myriad of other benefits that can be used to build a case for ROI.

But the value of brand awareness itself is just as important as ever — it's why a company like Apple doesn't even have to put its name on its billboards to effectively advertise a product. Consumers see the ad content and understand where it's coming from. Not every company can have such influential awareness at their disposal, but any brand can use consumer recognition as a measure of their success within a specific market.

The first step is testing that brand awareness, and there are several effective ways to figure that out.

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Topics: Digital Marketing Strategy, Mobile Optimization and Advertising, Social Media Marketing, Analytics

Local Digital Marketing: Are You Missing a Huge Opportunity?

Posted by Solomon Cormier on June 24, 2016 at 10:58 AM

When you're crafting a local digital marketing campaign, you may find yourself working mostly on specific elements like key phrases, search engine optimization or search engine marketing. There are certainly benefits to committing your time to improving a single part of your strategy, but when you focus too closely on one digital component, you could be missing an opportunity to use the power of traditional media to boost your digital marketing campaign.

While traditional and digital media might seem to be diametrically opposed, these two marketing strategies can actually work together in an interesting and effective way.

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Topics: Digital Marketing Strategy, Integrated Marketing

Seasonal Advertising: It's Not Just for the Holidays

Posted by Solomon Cormier on June 17, 2016 at 11:02 AM

If you think seasonal advertising is all about the holiday shopper, think again. The summer season can actually help you promote your business, especially if you're in a field related to the changing temperatures, like a garden center or an HVAC company. No matter what your business, if you experience seasonal highs and lows, here are some tips to help you capitalize on the season's trends.

Sponsor the Weather

Whether you're advertising on TV or online, running an ad around a forecast means you've got the attention of an audience interested in what's happening outside. As the temperatures rise, so will interest in products like frozen yogurt shops, tanning beds and air conditioners. A recent article in Marketing Land shows that some 50 percent of consumers research purchases on computers, while a majority (67 percent), still buy in-store. In other words, the path to purchase is complex. Linking your brand with a consumer who is already interested in a core aspect of your business gets you over the hurdle of distraction.

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Topics: Premium Display and Banner Ads, Digital Marketing Strategy, Mobile Optimization and Advertising, Integrated Marketing

How Does Call Tracking Work: A Beginner's Guide

Posted by Chris Williams on May 11, 2016 at 1:24 PM

More than ever, customers are calling local businesses directly from searches, without ever visiting a company's website. For SMBs, it's easier than ever to use call tracking not only to monitor this surge, but also to connect online and offline worlds and get a better return from investments.

But before answering the questions "How does call tracking work?" and "What can it do for my business?" it's important to understand what it is.

What Is Call Tracking?

Call tracking simply means monitoring your business's incoming phone calls. With call-to-action buttons easily incorporated into digital marketing campaigns, particularly SEM, it's simple to collect a great deal of information. Without this technology, however, it wouldn't illuminate your offline campaigns — or help you monitor customers who dial rather than click to call. Thus, you might assume a particular campaign isn't working, and you could be making a costly mistake.

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Topics: Paid Search Engine Marketing, Digital Marketing Strategy

Conducting a Media Audit for Your Business

Posted by Brooke Moody on April 21, 2016 at 11:32 AM

With so many digital marketing channels at your disposal — paid ads, organic search, email, blogs and social media, just to name a few — it's easy to lose track of what's working and where there's room for improvement. That's where a careful media audit can be of service. You can do an audit of your digital marketing to gather up and analyze all of your data coming from different sources, and then use that information to guide strategy and decision making.

Here's a quick guide to help you start your media audit off on the right foot.

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Topics: Digital Marketing Strategy

Advertising Campaign Planning: Pay Attention to Ad Frequency

Posted by Brooke Moody on March 31, 2016 at 11:32 AM

You have to consider many variables when planning even a single digital ad: type of ad, visual elements, accompanying text, audience targeting, landing page composition, marketing channel and so on. When you're busy plotting the perfect combination of these factors, it's easy to forget another crucial aspect of advertising campaign planning: ad frequency.

Frequency is simply the number of times a customer will see your digital advertisement. While it might seem like an afterthought or something to figure out after you launch the campaign, frequency has huge implications on not only the success of an ad, but also on the audience's perception of your brand. If improperly managed, frequency can be the reason that ads don't deliver optimal returns or backfire altogether and estrange consumers who might otherwise be interested in your brand.

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Topics: Digital Marketing Strategy

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