They say that opposites attract, but long-term relationships are usually built on shared interests and values. While that applies to everything from friendships to marriages, it also applies to the relationships brands build with consumers. Knowing what your customers like, what they care about, and how they spend their time and money allows you to build better, more meaningful connections.
That’s why any good marketer is consistently looking for more ways to learn about their audience. What age, gender, and geographic demographics do they fall into? What are their hobbies? What brands do they like? Where do they shop?
Facebook’s Audience Insights allows you to pinpoint these and other data points about potential customers on social media, where individuals are most likely to share personal details about their lives online. Whether you’re planning a Facebook ad campaign or new audience intelligence for a marketing campaign elsewhere, you’ll likely find valuable information in this section of Facebook. In this article, we’ll go over how to use Audience Insights and how to segment potential audiences using various data points.
We’ve all experienced it. You visit a site, view a product, and then see ads for that product as you’re browsing other sites. You think, “I just looked at that, how do they know?!”
This happens as a result of a digital market tactic known as retargeting (also commonly known as remarketing). It’s a ubiquitous advertising technique that most web users are familiar with at this point. Whether the ad is helpful or annoying largely depends on the execution of the campaign.
While retargeting has undeniably proven value for driving conversions, when it’s done improperly some consumers may find it a little unnerving. The issues are common; people complain about seeing the same ads over and over, or continue to see ads after having already made a purchase decision.
When you’re planning a retargeting campaign, the strategy should go beyond simply setting up a code and targeting everyone who visits your site. In this article, we’ll review five tactics to help take your retargeting to a new level. We’ll focus on AdWords, Facebook, and Bing, although other platforms allow you to retarget as well. When we’re talking about AdWords, we’ll use the term “remarketing”, because that’s the term that Google uses within this platform.
You are meeting with a client. You have finished delivering a data-supported pitch for your 2017 digital marketing initiative when the client turns to you, pauses, and declares none of this is needed because people don’t research their product online.
Or, you are in an internal meeting with your boss. You are mid-sentence pitching her on the need for a new hire in your department when she stops you, smiles, and says you have a tool for that. You don’t need a human.
Whether you work in-house or at an agency, these are soul-crushing times. You know in your gut that something is correct, but you have been smacked in the face with a digital marketing myth. We’ve been there. And we share your pain.
To help, today we outline five digital marketing myths and how to get around them. Let’s start with an oldie but goodie.
A Google Display Ad is a pre-designed ad that appears on one of the websites in Google’s extensive network of participating websites. These ads have the ability to appear in front of users while they are shopping, doing research or even watching videos of dogs doing tricks. They appear in front of potential customers where they are actively browsing online and can be very effective in gaining attention and clicks.
But, only if they are done well.
Everyone wants to get their money’s worth when it comes to collaborating with a marketing firm. But when you’re working with clients whose whole world is about money, the ability to tie data to dollars is especially crucial. There are certain nuances of the finance vertical that come into play when you report, and it’s important to be sensitive to rules and process, without ever losing sight of how everything affect the bottom line.
Digital marketing for clients in the finance industry often involves long turnaround times for copy approval, heavy regulations on what you can and can’t say in a web setting, and multi-step lead cycles for measuring return. However, clients in this realm can see great value from online efforts when they are done well.
Even when you have a solid plan to build a finance brand’s revenue online, you need to know how to report on the work you’ve done to prove success. Clients in every niche can love their data, but no one relates to numbers quite like clients in the finance world.
Clients in financial niches may include financial advisors, certified public accountants, mortgage brokers, insurance companies, and banks. While each of these may differ in end marketing goals, we’ll touch on a few crucial report elements that relate to anyone in the financial services realm.