Given the variety of screens and devices every consumer uses on a daily basis, marketers trying to capture the attention of consumers and connect with them face an uphill battle. When building out a marketing plan to reach your target market, there are very few instances where it makes sense to limit your marketing activities to only one channel to accomplish that goal. Rather than putting all your eggs into one basket, multichannel marketing is a better way to share your message with the right people at the right time.?
Connected TV (CTV) is top of mind for many marketers today. When the world shut down in March amid the COVID pandemic, CTV viewership went through the roof. As our commuting and work schedules have changed, marketing plans have also adjusted, with less being spent on out of home, and more dollars shifting to other screens in our homes.?
There are so many social media platforms available today, each with its own unique functions and targeting capabilities – so it’s important for advertisers to understand the differences amongst these platforms and identify which one works best for their campaign goals. Many advertisers choose Instagram because it not only helps with brand awareness goals, but also delivers some of the highest conversion rates.
Every consumer journey is different, and the path to making a purchase is not always the same. And this has never been more true than 2020, with the global COVID-19 pandemic changing not only the way we consume media and communicate, but the way we shop as well. As more and more consumers lean into online shopping, there are going to be even more potential customers online who may not already be familiar with your brand. In order to connect with this broad group of consumers, both prospecting and retargeting are critical tactics to a successful digital marketing campaign.?
Programmatic advertising uses technology to automate the buying and selling of targeted ads online. Within the programmatic ecosystem, there are various technologies and companies that all play a specific role in the buying and selling of these ads.?
Dynamic Creative Optimization, or DCO, is a form of programmatic advertising that allows marketers to personalize the creative shown to individual audiences. Rather than displaying the same creative with the exact same words to every individual, DCO relies on technology to match the best-suited ad creative to the user, based on criteria set up in advance by the marketer.? In short, DCO is a display ad technology that creates personalized ads based on data collected about the viewer at the moment of ad serving.? Through this personalization, the marketer is in effect matching the best content to the correct user, thereby optimizing the chances that the user likes what they see and is more likely to convert.?
Chances are, you’ve heard the word pixel thrown around when it comes to monitoring advertising performance, but what exactly is a pixel and how does the tracking process work? It’s important to understand these essentials to pixel strategy when you’re thinking about campaign planning, targeting, and optimization. To help you on your way, we’ve broken down the basics of pixel tracking for you below.
Throughout the day, marketers have many opportunities to engage with consumers.
There are touchpoints that provide channels for this engagement – our computers, our televisions, our phones. As consumers move through their day, they are also physically moving through the world. When consumers are on the go, the number of channels available to reach them drops, limiting marketers to out-of-home and mobile media.
Facebook is one of the longest running and most popular social networks. It was first introduced in 2004 as an exclusive social network for Harvard students and grads, and has since expanded into a platform that reaches consumers of all ages around the world. For brands and advertisers looking to engage with consumers and advertise to their target audiences, Facebook is often the first social platform they turn to.??
Social media is one of today’s most popular methods for communicating and sharing information amongst consumers, media outlets, and brands. This is just one of the reasons why so many businesses have chosen to invest in paid social media advertising. It helps them to reach a broader audience and build brand awareness – ultimately leading to brand loyalty. With so many social platforms out there, how do you know which one is right for you to reach your target audience??