Digital Marketing Category

Digital Reporting Tips for Travel & Tourism

Travel and tourism is a big business, in fact here in the U.S. it’s not only one of our biggest exports but 2.6% of our gross domestic product.
It’s not surprising then, that travel industry digital ad spending is projected to be $6.77 Billion in 2017.
Like we said, it’s big business.
If you’re a marketer, there is a good chance you’ve had or are currently working with client who is somehow affected by travel, tourism or hospitality. From hotels and airlines to attractions and food services, attention (and money) from these customers is crucial.
Working with a client or in-house for a business in the travel industry comes with many of the same digital reporting metrics we’d use for anyone. But when a site needs to attract travelers, there are a few places it makes sense to spend some extra time.
In this article we’ll cover the areas where a deeper dive is nice for anyone, but can be essential for travel and tourism businesses.

 

Digital Marketing for Travel and Tourism

 

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3 Ways to Make Your Analytics Reporting More Visual

Humans are often visual learners. In fact it’s been estimated that up to 65% of people are visual learners and assimilate information more easily using images, colors and other aids. The same source at the University of Alabama suggests:

“Visual aids add a new dimension to presentations. When used properly, they can help you to more effectively deliver your message by adding impact and interest.”

While this speaks specifically to students in a learning environment, it’s a good lesson for digital marketers too. Part of a marketer’s job, whether they work in-house or for an agency, is to help colleagues and clients to understand the effect of initiatives and to use data to locate insights and demonstrate results.
This job becomes much easier when visual components can be successfully integrated into regular reporting. In this article, we’ll go through some ideas for how you can make your digital reports more visually appealing and ultimately more effective.

 

Make Analytics Reports More Visual

 

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5 Questions for Choosing a Digital Marketing Agency

Raise your hand if you’re guilty of always trying to do everything yourself.
Don’t feel too bad. You’re not alone.
It’s common for business owners and marketing managers to have difficulty handing over the reins. After all, it’s your name on the line! That makes it hard to trust others, to rely on them, or to believe it’s possible that they would do something as well (or better!) than you would if you did it yourself.
What savvy business owners and managers discover in time is that to grow the business and to expand beyond where it is today – they need help. More specifically, they need marketing help to get the word out about what they do and how they do it to attract those looking for it.
Hiring a digital marketing agency can help. With the right partner, businesses gain access to specialized expertise, a teammate to bounce ideas off of, and get back time to focus on the things they do best. You also reduce internal hiring costs by going outside for new services.
Today we share five questions to ask when choosing a digital marketing agency to help you make sure you’re getting the assistance you need and the quality you deserve.

 

Pitching Agency Business

 

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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

 

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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

 

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