Be In The Know Blog

How Purchase Intent Benefits From Integrated Media

Posted by Joseph Naylor on June 14, 2017 at 10:15 AM

While some marketers are very focused on conversion rates as the ultimate measure of success for a given campaign, there's something else worth keeping an eye on: purchase intent. This predictive statistic helps give marketers a sense of how effective their marketing message is and can help them identify not just if a message is being received, but how it's being received as well. For instance, high reach might show that consumers are seeing your ads, but if purchase probability is low, consumers are simply scrolling past your campaign. However, if you find yourself in a situation where purchase intent is high while other statistics remain low, you can use the power of integrated media to help close the gap between your metrics. Here's how:

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Topics: Integrated Marketing

3 Reasons Why Digital Media Marketing Works

Posted by Jennifer Dragon on May 3, 2017 at 11:12 AM

Almost every business has some sort of digital marketing strategy. Even if you ignore the internet entirely, it's likely that your company is mentioned online in business directories and reviews, which means it has a digital presence whether you like it or not.

But there's a simple reason these companies are deepening their investments in digital media marketing: it works. Digital marketing's benefits are numerous and are reflected not just in performance metrics, but in how they can uplift other non-digital marketing. Here's a quick rundown of why every brand has something to gain from digital marketing.

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Topics: Digital Marketing Strategy, Integrated Marketing

How Multichannel Campaigns Raise Consumer Purchase Intent

Posted by Linda Hansen on April 7, 2017 at 2:14 PM

In today's digitally-focused world, it's tempting to devote the whole marketing budget to online campaigns in an effort to capture the attention of today's always-connected consumer. However, a report from the Interactive Advertising Bureau (IAB) showed that such an approach might not be wise, as multichannel campaigns can improve purchase intent by 90 percent and brand perception by 68 percent.

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Topics: Digital Marketing Strategy, Integrated Marketing

3 Tips to Measure Offline Marketing With Online Tools

Posted by Joe Weir on March 7, 2017 at 9:51 AM

Though online marketing gets the lion's share of advertising dollars, if your company is still placing ads in newspapers, airing commercials on TV or radio, or even doing physical community outreach, you may wonder if there's a way to track offline promotions the same way you can with online. While it's true there's no central hub to track every person who converts as a result of offline marketing, there are ways to measure trends using tools you already have to see if offline marketing is having a noticeable effect on your business' bottom line.

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Topics: Integrated Marketing

10 Tips to Generate Leads in 2017

Posted by Alyson Phillips on February 17, 2017 at 9:32 AM

Small businesses face a razor-thin margin for error when it comes to generating leads and increasing their customer base. With a new year underway, businesses already have their resolutions in place to grow in 2017.

Increasing leads is almost always among these goals. If you're unclear on how to generate leads but know you've got to find a way, consider these 10 steps to create more opportunity for your company:

1. Send Personalized Emails

Personalization goes a long way via email. Simple efforts at personalization can increase open rates by more than 50 percent, and they have higher click-through rates as well. Start with adding personal names at the tops of emails and then experiment with other personal touches.

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Topics: Integrated Marketing

Cox Media Group's Stance on Viewability

Posted by Marian Pittman on February 9, 2017 at 9:46 AM

The world's largest advertiser, Procter & Gamble (P&G), has challenged its agencies to become more vigilant in addressing issues like transparency and fraud in its pursuit of a better, more efficient digital advertising ecosystem. P&G's Chief Marketing Officer, Marc Pritchard, recently spoke at the Interactive Advertising Bureau's (IAB) Annual Leadership Meeting and implored the entire industry to adopt the Media Ratings Council (MRC) viewability standard, leverage third party tools for measurement and transparency, and work with the Trustworthy Accountability Group to help eliminate fraud. 

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Topics: Premium Display and Banner Ads, Video Advertising, Integrated Marketing

Boost Retailer Customer Loyalty in the Post-Holiday Period

Posted by Linda Hansen on February 6, 2017 at 10:23 AM

Now that the holiday season of 2016 is behind us, the new year presents retailers with a great opportunity to take stock of the past year's events and plan for the year ahead. However, in addition to planning strategies to gain new customers in the next year, marketers shouldn't overlook a key opportunity in 2017: ensuring retailer customer loyalty.

According to a report from RJMetrics, customers acquired during the holidays have a 13 percent lower lifetime value. But it doesn't have to be this way. Marketers can take some proactive steps in the post-holiday period from January through March to boost retailer customer loyalty in the new year and make one-time customers into repeat customers.

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Topics: Integrated Marketing

Marketing Practices to Kick to the Curb in 2017

Posted by Alyson Phillips on January 31, 2017 at 11:13 AM

The new year is well underway and with it comes the chance to take a fresh look at your marketing practices and make changes in preparation for the year ahead. Marketers need to adapt to this evolving landscape. Though it's true that old habits die hard, here are some practices that are definitely worth getting rid of in the new year.

Say Goodbye to Sales-Only Social Media

When social media rose to prominence in the early 2010s, wise marketers capitalized early on this trend by seizing the opportunity to market directly to their audience with what many saw as free advertising. However, in 2017, more consumers want to have conversations with brands and crave interactions over the same old sales pitches.

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Topics: Integrated Marketing

2017 Digital Marketing Trends: 6 Storylines to Follow

Posted by Alyson Phillips on January 3, 2017 at 1:16 PM

The end of one year brings the start of another and an opportunity to make resolutions for the upcoming calendar. The same goes for businesses. This is a great time for organizations and businesses to reflect on lessons learned from the past while planning for a better new year.

For marketers, much anticipation is built around the 2017 digital marketing trends expected to dominate their industry. In such a fast-moving industry, these trends can change dramatically from one year to the next. Brands that don't stay on top of these changes risk falling far behind their competition in the coming year.

Save yourself the trouble and get familiar with these six trends that are likely to dominate 2017.

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Topics: Integrated Marketing

Brand Engagement: 3 Things Marketers Can Learn from the World of Sports

Posted by Alyson Phillips on December 29, 2016 at 1:07 PM

Brand engagement is vital for gaining and retaining customers, and a strategy can be a tricky thing to craft. However, a look at how the sports world has successfully used social media to engage and energize fans can give you a few ideas about how to drive engagement in a way that will truly grow your online presence.

Make Fans a Part of the Conversation

Being a part of the online conversation is essential for today's brands, as more and more consumers expect to have instant access to companies via Facebook, Twitter and other social media platforms. However, it's not enough just to post the occasional update or response to a comment or message. Marketing Land columnist Sanjay Dholakia has observed how thoughtful, deliberate interaction has helped sports teams develop brand loyalty and increase fan attention. You can emulate this by posting regular updates, as well as links to content and interactivity invitations (for polls and contests) that will help followers feel like a part of the community.

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Topics: Social Media Marketing, Integrated Marketing

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