Strategy Archives

5 Ways to Leverage Matched Audiences

by Pat Riley on November 27, 2018

Get More from Your Database

The power of digital marketing is its ability to maximize the efficiency of your marketing spend through precise targeting. Yet not enough marketers or agencies take advantage of the most efficient target, their own database.

Current, past, or prospective customers are all significantly more likely to purchase than even the most finely targeted new audience. This is why re-targeting is so powerful: it targets prospects who’ve already indicated their interest by visiting certain pages of your website. Well, why not take that concept one step further?

How To Measure Marketing ROI

by Ben Sandman on September 7, 2016

One of the longtime benefits of digital marketing is you can measure ROI from almost every angle.

Are you sure your budget is being spent to its fullest? See our checklist to learn how you can make sure your campaigns are measuring up.

Don’t Get Stuck in Groundhog Day – Online Advertising Needs Fresh Creative

by Pat Riley on February 2, 2015 in online advertising, programmatic advertising

Groundhog Day isn’t just the day Punxsutawney Phil tells us when Spring is coming. It’s also a great (in our opinion) 1993 comedy featuring Bill Murray as a weather reporter keeps reliving the same day over and over and over again until he gets things right.

When it comes to online advertising, sometimes brands can get stuck in Groundhog Day. Are you showing the same ad over and over again? Is your creative, ahem, creative? Or just really repetitive?

Clicks Don’t Matter….Post-View Conversions Do

by Pat Riley on January 13, 2015

At a recent marketing conference we gave a presentation about the emergence of Programmatic Advertising. During our introduction, we asked the group by a show of hands, how many people had clicked on a banner ad in the last 30 days. No one raised their hand, and that is exactly what we expected.

4 Reasons Online Video is a Must for Your Media Mix

by Andrew Bauer on January 7, 2015

1. What’s More Effective than a :30 second Video Ad? An Online Video Ad!

With online video you can target who sees your message. Traditional TV is great for reaching a wide audience efficiently, but wouldn’t it be better to show your commercial only to your target audience, limiting wasted impressions. Plus 1 in 4 Americans now watch video online¹, which means more of traditional television’s audience is available to you digitally.

6 Strategies to Lower Cost Per Click

by Pat Riley on December 1, 2014

Overall Graduate and Continuing Education keyword costs are going up, but there are strategies you or your search management partner can use to lower your Cost Per Click.

Digital Marketing Glossary

by Ben Sandman on October 27, 2014

Online Display

Advertisements shown on a web page or mobile app. Ad formats include text, static, animated, video and social.

Programmatic Advertising

Advertising campaigns that are automatically deployed according to a set of rules applied by software and algorithms.

RTB (Real Time Bidding)

The practice of bidding on ad impressions the moment users arrive at a web page or mobile app based on targeting metrics including demographics, contextual information, or previous web behavior.

5 Must Haves for a Successful Online Campaign Launch

by Ben Sandman on October 27, 2014

1. Have a Privacy Policy

If you are going to ask for information from a prospect, make sure you have a proper Privacy Policy in place. This will tell the prospect what you intend to do with their information, what tracking you have in place on your website, and how to opt-out of being a prospect if they want too. Also, most Online Display Ad Exchanges will not run your ads if they lead to a landing page without a Privacy Policy.