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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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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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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Guidelines on Modern PR and Influencers

Once upon a time, the only tools you needed to get your newsworthy announcements and stories publicized were a press release and an email or phone call. Editors and reporters were one call away from hearing your pitch and developing it into a story. Now, modern communication devices allow us to reach media contacts in tons of news ways. This, combined with the rise of blogging, YouTube and other influencer channels, makes being creative and compelling in your outreach much more important. How, where, when and to whom you decide to pitch your story and product/service can literally make or break a successful public relations effort.

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Key Reasons to Consider Radio Advertising — header image

Tune In to Radio: Six Key Reasons to Advertise on Radio

As advertisers struggle to negotiate the ever-changing world of digital marketing, there’s one medium that remains strong, affordable and effective: radio.

1) Radio Sells With Immediacy

Research proves that radio regularly reaches consumers within two hours of their largest purchase of the day. It’s hard to beat reaching your customer in transit while they’re on their way to go shopping.

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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 Concept Illustration

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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Advertising in an Era of Diminishing Attention Spans

You probably won’t get to the end of this blog. Studies show the human attention span is shrinking. The CEO of Microsoft, Satya Nadella, says that the true scarce commodity of the future is human attention. In an era of diminishing attention spans, 60-second and 30-second commercials have lost favor among advertisers. Video completion rates are falling, and heavy advertising loads have an impact on consumer viewing experiences.

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