Using Prospecting Display as a Means to Feed the Remarketing Cookie Pool

display

In Digital, we are always on the lookout for a new ROI-producing channel.  We willed for that (unsuccessfully) with Facebook organic.  Mobile, while not a channel, continues to vex those struggling with sub-par conversion rates.  Programmatic display provided hope of a new standalone prospecting source that could yield efficient sales on a last-click basis.  Each has a solid place in the marketing mix, but none has emerged as the new high-producing direct response channel of its day.

An exception is that for marketers with a high level of resources and sophistication, programmatic display is that new channel from both a CRM and acquisition standpoint.  It is one of the key pillars to their DMPs.  For medium and smaller digital marketers, though, the amount of resources needed to build and activate a DMP may not be particularly accessible.  Continue reading

Dynamic Online Pricing: Maintaining Consistency with the Store

online vs offline pricingOn a recent business trip to Miami, I decided to check out a local fabric store (a hobby of mine).  I live close to NYC, which is where many people – even those who live thousands of miles away – aspire to buy fabric because of the assortment and quality.  In my case, though, I sometimes like to visit stores in other cities that have a strong design aesthetic, and Miami fits that bill for me.

In using Yelp to decide where to go, I came across one store in particular that had many reviews, which is among the criteria I use when assessing a business on Yelp.  Unfortunately, not many were positive.  The negative comments were consistent in that there was a certain complaint that the owner charges prices based on how a person physically looks.  Wealthier-looking people got charged more and vice versa.  This practice incensed this store’s clientele.

There was a recent article in the NY Times that talked about the widening gap among some service providers in terms of giving better amenities and exclusivity to customers who are willing to pay moreContinue reading

Best Practices for Retargeting (Part 1):  Are you reaching new customers or just annoying your best ones? 

retargeting best practicesJohn Wanamaker once said he’s wasting half his advertising but not sure which half.  In today’s programmatic buying, this sentiment can be updated to “I’m only buying the good half and annoying half of them with the wrong ad.”

Creative seldom has a seat at the table when planning a programmatic buy.  Media planners are more focused on the media logistics such as which audience to target and what to do in the platform itself to make it all work.  Continue reading

5 Digital Marketing Trade Show Musts

digital conferenceWith trade show season approaching, here are some tips for making the most of the digital marketing conferences.

  1. Walk the exhibit floor and talk to the vendors

You can get more out of a trade show by talking to the exhibitors than you can from the keynotes and content.  Many booths are manned by senior staff who will readily provide thoughtful and educated responses to your most challenging business issues.  Continue reading

Staffing for Digital: More Important Than Ever to Get It Right

Hiring good staff for digital marketing is importantBefore talking about present-day staffing needs in digital, here is a quick look back at the evolution.  For a time, digital marketing was a sexy new career choice.  People in offline businesses were jumping ship to digital.

Now, though, for any company who sells something, digital marketing is a means to an end:  customers need to be followed and serviced in the channel in which they have chosen to interact with the business.  First it was offline, then it was the internet, and now it is shifting quickly to mobile.  People are choosing digital careers because it is where the jobs are.  Continue reading

Close Variant Match Type: Time to Benchmark is Now!

close-variant-match-typeWith the recent announcement that at the end of September Google will remove the ability for search marketers to opt out of close variant matching for exact and phrase keywords, there is less than a month away to benchmark the impact of this change before it is gone for good.

When Google first implemented the close variant match type feature in 2012, which enables search queries that contain plurals, abbreviations and misspellings to trigger exact match or phrase match ads, 80% of search advertisers began using it (granted, using it by default since they have to manually opt out to disable it).  Continue reading

Real-Time Marketing: How to Leverage a Sudden Surge in Impressions

Real time marketing leverages a surge in impressionsOne of the hottest trends in digital right now is real-time marketing.   The goal of real-time marketing is to leverage an abberationally high level of impressions in order to yield sales.

We are in the midst of one of those moments in which back-to-school searches and social impressions are at their peak for the year.  By now, most retailers for whom back to school matters have already built strategies and are executing against them in an attempt to win the highest impression share possible on key terms.  Other important retail events that drive huge impression volume throughout the year are Continue reading