Be In The Know Blog

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

Ask the Experts: Setting & Measuring Objectives

Posted by Alyson Phillips on March 29, 2016 at 11:18 AM

We're back with our second episode of "Ask the Experts," our new video blog series where we sit down with CMG Local Solutions' digital marketing experts to ask them some of the questions we hear from advertisers around the country every day.  

In this episode, we talk about setting and measuring objectives for digital marketing campaigns. It's short, but packs a big punch (of information, of course). Take a look. 

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Topics: Digital Marketing Strategy, Ask the Experts

Cleaning Up Your Call-to-Action: 5 Tips to Increase Conversions

Posted by Alyson Phillips on March 24, 2016 at 11:02 AM

Though the text of your call-to-action phrase is very important, getting the design just right is also crucial for marketers looking to increase conversions. It might not seem like details such as color, page placement and font could directly influence consumer behavior, but marketers who take a little bit of time to do some design testing and research can enhance the effectiveness of their call-to-action and actually boost conversions.

1. Inspire Action With Color

Research reported on by the Better Business Bureau found that color can have a huge effect on conversions, with one study finding that bold colors like orange and red can actually increase conversion rates by over 32 and 20 percent, respectively. Of course, practicality is important here, and obviously, you shouldn't go crazy turning your entire website red and orange in an effort to boost consumer action. Something you might want to do, however, is look for ways to add orange or red accents to your design, and use complementary colors to make sure calls-to-action stand out.

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Topics: Digital Marketing Strategy, Professional Services

Converting Competitors' Customers Is Part Art, Part Science

Posted by Zuri Stanback on March 3, 2016 at 2:12 PM

Converting competitors' customers into your own is an art form. Beyond being the best at what you do, you need to beat the competition at their own game. If you want your business to grow, you must constantly be seeking new opportunities. It's only logical that the most effective place to seek out those opportunities is among users who are already inclined to purchase your products and services. As the information economy evolves, there are several highly effective strategies for nabbing the competition's audiences.

Bidding on Competitors' Brand Keywords

One strategy involves going right to the source — include your competition's brand name in your pay-per-click ad campaign. You may have seen this plan in action when you're searching for a particular store or item and another brand name pops up. The challenge, however, is to keep your quality score high. Consumers looking for Best Buy may not be happy to see Bob's Computer Services pop up, and search engines will rank your ads and site lower for that. But for new businesses, or in markets where there is brand confusion, this can be a highly effective technique.

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Topics: Retargeting and Remarketing, Premium Display and Banner Ads, Paid Search Engine Marketing, Digital Marketing Strategy

Measuring Ad Engagement in a Complex New Marketing World

Posted by Zuri Stanback on January 26, 2016 at 11:04 AM

Earlier this year, Ad Age proclaimed, "ROI Is Dead." It's certainly true that the digital age has given rise to many more tools measuring ad engagement and tracking consumer behavior, so it makes sense to create new metrics. But where to start? The sheer number of variables — Are your customers using mobile or desktop? Are they on Twitter or Instagram or Facebook? — makes for a daunting list of factors to consider. It's tough to know what really constitutes ad engagement in this complex new marketing world.

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Topics: Digital Marketing Strategy, Reach Extension and Targeting, Video Advertising

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