Digital Marketing Category

Analytics Vs. Reporting: Adding Insight to Data

When someone is speaking, do you simply hear them or are you truly listening?
Listening implies a conscious choice, an investment in the words being spoken. With digital data, some of the same principles apply. Month to month, are you providing analytics to your clients or are you truly reporting?
In the case of analytics versus reporting, analytics is the numbers, the raw data that is captured by a platform like Google Analytics. Whereas reporting indicates an interpretation of that data. It is an effort to extract insights that can drive decisions and actions. The ability to distinguish between the two, and provide the latter, is what can make or break your relationship with clients.
Sounds easy enough, right? Unfortunately, sometimes the closer you are to the analytics the harder it can be to see them through someone else’s eyes.
As an online marketer, it’s all too easy to assume that everyone understands the meaning inherent in the data you’re immersed in every day. Your comprehension of how the AdWords bidding system works or how Google crawls page content is second nature. So when you’re going through reports in Google Analytics and exporting spreadsheets full of information, you may operate in a bubble where you’re ready take action on the data without a translation.
For instance, you may see that a landing page has a high bounce rate and low conversion rate from ads. Instinctually, you know to adjust the content on the page. However, when presenting this to a client, will they understand what bounce rate and conversion rate are, how you determined those metrics were poor and why that made you decide to change the content? Not to mention, do they understand how those numbers relate to whether or not their business is making money from digital marketing?
In this article, we’ll cover a few tips for adding insight to your data to ensure that you’re providing valuable, thorough reporting and not just raw numbers.

 

Megalytic Chart of Organic Traffic

 

Read more

Five Ways to Use Video in Online Advertising

From television, to movies, to the Internet, video may have killed the radio star, but it gave birth to a new generation of media. In the last several decades, video has become a critical component of entertainment, education and, of course, advertising.
Why? Because it works.
Video allows you to grab users’ attention by engaging them both visually and audibly. It’s also in high demand, people want to consume video content and actively seek it out. YouTube users are watching over 5 billion videos every day.
Further, it’s an effective multi-platform media. People aren’t just watching videos on their phones; 2 out of 3 YouTube viewers say they watch YouTube on a TV screen, according to Google’s research. You can truly reach people across all devices, from the smallest phone to the largest TV, with video ads.
But integrating video into online advertising strategy entails much more than simply uploading the same brand spots used on traditional TV. In this article, we’ll cover five ways that you can use video in your online advertising efforts to supplement campaigns running via other channels.

 

Video Icon

 

Read more

Using Facebook Audience Insights

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.

 

Facebook Audience Insights

 

Read more

Five Retargeting Tactics to Reach Potential Clients

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.

 

Remarketing Blog Image

 

Read more

Dispelling Digital Marketing Myths

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.

 

Dispelling Digital Marketing Myths

 

Read more