The Basics of Full-Funnel Marketing

What is a marketing funnel? The marketing funnel is a way to visualize the process of turning leads into customers. Imagine a classic funnel shape. A full-funnel marketing approach begins at the top of the funnel by casting a wide net to capture as many leads as possible. As you move down the funnel, it becomes narrower and the efforts of your marketing become more focused, targeting the most qualified audience with the highest propensity to convert.

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Do Your Research Homework

Parents have told their kids for generations…”Do your homework!” Got a big project or campaign on the horizon? Remember what your Momma told you, and do your research homework first. 

At Innovative Advertising, we never stop questioning why something is happening or how to make it better. We’ve seen the results of effective research and know that consumer insights are at the heart of effective marketing. 

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Making Your Annual Report More Palatable

For the past two years, Innovative Advertising (Innovative) has been honored to work with Gulf Coast Bank to create their annual report. Each year the project has an overarching theme that incorporates elements of the Gulf Coast region, showcases clients and highlights the philanthropic work of the bank. 

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Media Consumption During the Pandemic & What it Means for Advertisers

It’s no surprise that COVID-19 has sparked massive change, but how has it impacted advertising? With more people at home using technology for work, entertainment, schooling and more, the methods of reaching audiences have shifted. And advertisers have taken notice, modifying their approach to reach audiences at their new location – home – and through new platforms – digital devices.

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Innovative Advertising Working From Home

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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Why You Should Start Live Streaming — concept illustration

Why You Should Begin Live Streaming

Connecting with consumers organically is an integral part of growing a company’s brand. From social media posts to blogs, there are a variety of ways to share content about your company with your audience online. How then does a brand cut through the clutter and stand out? People, your customers included, are visual engagers, and their online consumption habits have evolved from merely reading words to viewing images and now enjoying video. Increasingly, companies are utilizing the latter to reach their audiences and taking engagement to new levels with live streaming video.

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Adjusting Your Product Line — concept illustration

Does Your Product Line Need Adjusting?

For most companies, tweaking a product is often a natural part of doing business. Performing a product line adjustment offers companies the chance to recalibrate, enhance or create a new product for its customers. For example, Coke Zero recently changed its name and formula to become Coca-Cola Zero Sugar. Before your company jumps headlong into a product change, it’s important to understand the impact it can have on your brand and the role marketing can play in the process.

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ROAS and ROI concept illustration

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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