What is display advertising?
On October 27, 1994, the first banner advertisement was posted on a tech website called Wired. Long story short, AT&T paid Wired $30,000 for a three-month subscription to their banner ad. As a result, the click through rate was 44%, being higher than today’s average click through rate, which is typically around 0.5%. I guess we can say that this story was how display advertising made a...
How to know if you’re producing quality content
It’s one thing to simply conceive and publish; it’s yet another to earn consumer loyalty and trust. Despite content marketing having been a much-discussed topic for several years, many businesses still don’t have a solid strategy in place. In fact, the Content Marketing Institute’s 2020 report found that only 41 percent of respondents had a documented marketing strategy,...
Why is PPC advertising good for ecommerce businesses?
Pay-per-click (PPC) advertising is one of the usual models of online advertising and is a favorite of both large and small businesses alike. Therefore, as an ecommerce business, you need to pursue the kind of advertising that is regularly backed by data, easy to scale, and gives you a great ROI. PPC advertising meets these criteria. In this post, we will explore further how PPC works and why...
The five steps for turning clicks into clients
Do you really care how many people saw your website today? Do you care how many cars drove by your billboard today? Do you care how many people walked by your office or shop today and looked in the window? Probably not unless some of those people made a purchase or became a client or new customer. Digital babble or industry jargon or tech speak doesn’t get you, clients. It can get you...
6 remarketing campaign mistakes you must avoid
For mature efforts, remarketing or RLSA efforts are often considered to take them to the next level. Success stories abound across industries with how these strategies improve efficiency by enhancing conversion rates. That said, as you consider rolling out remarketing, bear in mind these common mistakes. 1. Seek Scale Don’t assume that there is a large retargetable audience. Use your site...
How much targeting is too much targeting?
“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Frost Prioleau, CEO and co-founder at Simpli.fi. P&G made headlines in 2016 when it announced it would scale back on Facebook targeting. At the time, P&G CMO Marc Pritchard said, “We targeted too much, and we went too...
The fundamentals of influencer marketing
Influencer marketing is the opportunity to have an influencer, someone with authority, market you. The influencer promotes your brand, increases your exposure to their audience, and ultimately helps you sell more products (or gain new customers). The promotion by an influencer is created either entirely by them or with your help, and the content can be in the form of a: Social media post Blog...
Six B2B content marketing predictions for 2018
Content marketing has evolved from a buzzword to the number one priority for marketers in 2017, accounting for 26% of a marketers entire budget. Here are six predictions for B2B content marketers to look out for in 2018 and beyond. As Professor Karl Schwab, Founder and Chairman of the World Economic Forum, wrote: “We are in the Fourth Industrial Revolution characterized by a range of new...
Online display drives ROI
LONDON: Click-through rates for online display ads may be negligible but they still form a useful function in raising consumer awareness and, for FMCG brands, in driving sales both in-store and online. A year-long research project saw nine brands owned by Unilever and Nestlé tested across mainstream desktop and mobile sites including The Guardian, Yahoo!, eBay, Gumtree, AutoTrader and Mail...