DMG Marketing Blog

    5 Ways You Can Help Measure your Marketing Campaign Effectiveness

    Something I hear from most of my clients and prospective clients is, “How will I know this is working?”, or something close to that. As business owners and marketers, you want to execute on marketing campaigns that accomplish the goals set forth. But how do you do that?

    If your goal is to get more applications, increase website traffic or increase online sales, you probably want to know if your campaign is contributing to these goals. This attribution can be a real struggle for some business, and it doesn’t have to be. Here are 5 ways can you measure success of your campaigns:

    How Video Plays a Role in the Path to Purchase

    The consumer’s path to purchase has totally changed over the years, giving the consumer more control than ever. Long gone are the days when the company controlled when and where their message could be found and what they wanted people to know about their brand. With access at an all-time high, the consumer can find what they want to know about any business in a matter of seconds across devices and channels and make up their mind as to whether they are worth their time and money or not.

    The Business of Influencing

    Marketers and advertisers are in the business of influencing. The hope of each campaign is to convey a message that is so relevant, timely, and/or resonating that it will influence a potential consumer to act. Sometimes, before they even need it. However, a key component to influencing a consumer is in the consumer experience. The advertisement or concept could be brilliant, but if there are multiple road blocks at any point during the consumer journey, the effects are null.

    The Evolution of the Consumer Path to Purchase

    The various ways in which marketers communicate with consumers continues to grow, but with that growth can come confusion and frustration.  Several years ago the consumer path to purchase was linear, but with more marketing channels developing each day, competing for their attention and getting a consumer to convert can be more difficult.  No two consumer journeys are exactly the same and people are moving through this path on their own terms.  The consumer path to purchase is now non-linear with their actions overlapping and repeating until they reach their final purchase decision.  Several marketing platforms, channels and trends have impacted this change, including these three:

    How do you interpret your marketing data?

    One of the greatest benefits of the modern age of marketing is the amount of data available. More than ever before, businesses and marketers have a plethora of information available to them about what is moving the needle with consumers and what leads to new sales or conversions. As wonderful as having all this information, one of the biggest challenges I face with businesses when reviewing campaigns is how to best distill all the data into what matters most to them. Sometimes there can be almost too much information available that it is easy to get lost in a sea of data. This can be a problem regardless of the size of your business, which is why I was happy to see a recent article from Google discussing how their marketing team has overcome these issues.

    Tracking Your Return on Investment

    Understanding not only where your marketing dollars are going, but the impact they’re having on your bottom line is perhaps the most important piece of any marketing puzzle.  The good news, it’s easier than ever to track these results and your return on investment!

    Why this matters…

    Understanding if each element of your marketing campaign is doing its job is going to allow for a more cohesive, powerful strategy.  Having this type of insight into your campaign will allow for you to make necessary (and otherwise difficult!) decisions like…. transitioning dollars to a more effective tactic, increasing budget where there is an opportunity for additional growth, or supplementing what’s already working with a new marketing vehicle. 

    Tracking your results…

    Using Video as a Lead Generation Solution

    Today I wanted to talk about a very popular topic over the last year or so, Video. I have been talking a lot about video advertising with my clients, prospects, and colleagues over the last 12-14 months and there is one common topic that comes up, how do we use video to generate leads?

    Traditionally video has been used as a solution for branding and awareness advertising. It used to be a 15-second pre-roll video that turned into a 30-second pre-, mid- and post-roll video and the introduction of YouTube’s TrueView solution. Video has blown up over the last year, year and a half. According to Mary Lister on wordstream.com, “YouTube has over a billion users, almost one-third of total internet users.” That is a staggering amount of users for a platform that only deals in one medium, video. Another staggering stat, according to Lister “more than 500 million hours of video are watched on YouTube each day.” Let that sink in. 500 MILLION. That is the equivalent of 57,077.63 years.

    With such a large amount of users and an even larger amount of time spent on the YouTube platform, the king of video, it makes sense for just about every vertical to have some sort of content on YouTube. Whether it is short clips of the owner of the business, or the staff wishing the clients or customers Happy Holidays, you need to have some sort of content on YouTube.

    As far as utilizing Video advertising as a Lead Generation Solution, here are a few tips.

    How Voice Assistants are Changing Marketing

    There is no doubt that the use of voice assistance is on the rise and quickly becoming a part of daily routines. In fact, ComScore says that by 2020, 50% of all searches will be voice searches. This drastic of a change in such a short period of time requires marketers to reconsider how they reach consumers.

    4 Simple SEO Elements To Boost Your Page Rank

     

    What is SEO?

    Disclaimer: Some of you might already know what SEO is, so you may want to skip this section, but for you that DO NOT know what SEO is, I suggest you start here.

    Usage of New Tech Cuts Across Generations

     

    When I meet with businesses to plan marketing campaigns, I try to dispel some commonly held notions about their ideal customers and the generations they belong to. Who’s using various digital devices and interacting with digital media isn’t always who you think.

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