Diversity Marketing

How to Find a Good Balance with Diversity Marketing

Diversity marketing is important to consider when planning any advertising campaign because it will determine the level of inclusion, or exclusion, felt by potential customers when viewing your brand’s marketing materials. Determining how to properly execute diversity marketing, however, can be a tricky endeavor. What is Diversity Marketing? Find out in our extended article.

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Must Haves in Your Campaign Pre-Launch Checklist

Your campaign is ready to go. You’ve crafted your content to meet the desires of your target audience, you’ve aligned your messages with the proof points of your brand…but hold on. There are still a few more things to do before you press GO and launch your campaign.

Here’s your pre-launch checklist:

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Measuring Campaign Success with ROAS and ROI

When trying to determine the effectiveness of an advertising campaign, you can look at many different factors. Just as digital media has changed over the last few years, so has the way we determine a campaign’s measures of success. Two examples of how we evaluate campaigns are Return On Ad Spend (ROAS) and Return On Investment (ROI). While it’s important to understand the differences between ROAS and ROI, it’s equally important to know the value of each when optimizing both campaign performance and budget.

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What is Ad Fraud and How Can You Protect Your Brand?

In addition to credit card fraud and identity fraud, there’s a new kind of fraud to watch out for ad fraud. Digital ad fraud, also known as Invalid Traffic (IVT), is the practice of fraudulently representing (or falsely inflating) online ad metrics like impressions, clicks, conversions or actions in order to generate revenue. Digital bots, or nonhuman digital traffic, are the main cause of ad fraud, resulting in more than $7 billion in advertising investment waste.

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Data Collection and How to Use it Responsibly

Collecting customer data is key to almost any marketing strategy. Without data, you’re marketing blindly, merely hoping to reach your target audience. Many businesses already collect data digitally, but don’t know how to leverage what they have.

Why is Data Collection so Important?

Collecting data allows you to store and analyze important information about your existing and potential customers. Collecting this information can also save your company money by building a database of customers for future marketing and retargeting efforts. You no longer need to cast a “wide net” to reach potential consumers within your target audience. You can focus your marketing efforts and dollars on those with the highest propensity to take action.

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Introduction to Retargeting

Are you familiar with the concept of retargeting? I’ll bet it’s happened to you. You’re online shopping for an item…let’s say a new pair of shoes. You examine the features, check the price, you may even click to add it to your shopping cart, but you never complete the purchase. The next time you’re online you’re served an ad for that exact pair of shoes. Weird? Nope, that’s a form of retargeting.

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Why Your Social Media Ad Needs a Landing Page

An advertising-specific landing page is designed to achieve a marketing outcome, like driving sales or collecting data. When users click, this is where they’ll land.  If you want to turn site visitors into customers, make sure your landing page meets these criteria…

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How to Develop (and Budget for) an Effective 2017 Marketing Plan

2017 is fast-approaching. And while you’re probably knee-deep in how to finish 2016 strong, now is also the time to start planning for what’s to come. Today, as many as 85% of small and mid-size companies make the mistake of operating based only on a budget. Without a well-designed marketing plan, you fail to establish guidelines and proper direction, as well as run the risk of being unable to successfully identify key performance indicators (KPI’s). To ensure your business can hit the ground running January 1st, you need to be asking (and answering) three key questions:

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Who Wants Stuffing?

Nope, not the Thanksgiving kind. Some TV networks are using a tactic known as ad stuffing to bolster ad revenues, with AMC pushing in an additional 10% of ad inventory into Q2.

Perhaps an effort to safeguard against shrinking viewership, the end result is just more and more ads for viewers, many of whom have grown accustomed to commercial-free environments like Netflix and Amazon Prime Video. On some level, increased ad loads will just drive people even further into the arms of streaming services, contributing to that same viewership decline.

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