Best Internet Advertising Strategies Explained

Effective internet advertising relies on the delivery of impactful messages to consumers through the digital media channels that will provide optimal return on investment. Advertising agencies use a variety of internet advertising strategies according to the goals of the brands with which they work. These strategies can include email marketing, search, social, and display marketing, content marketing, and more often than not, a combination of all of these types of internet advertising.

There’s no formulaic path to follow when embarking upon an internet advertising campaign, and the trends and tastes of digital consumers change over time. If you want to keep up, consider implementing some of the most frequently used and most effective forms of ad buying strategies found below.

1.) Video Advertising on Social Media

There’s no denying that we’re consuming more and more video content on social media. 45% of users watch over an hour of Facebook or YouTube videos a week and 43% of people want to see more video content from marketers. For these and other compelling reasons, social media platforms are including more ways for advertisers and publishers alike to create and engage with video.

Large video sharing platforms like YouTube have been selling video ad space for years, but have continuously enhanced their offerings, now allowing advertisers to have their videos appear in users’ search results.

What we have seen over the last two years is an explosion in video consumption on our platform, which in turn has created a great opportunity to take advantage of internet advertising,” said Graham Mudd, Director of Monetization Product Marketing at Facebook.

Live Videos

Since Facebook first took a chance on incorporating live streaming into its platform in April 2016 with “Facebook Live”, the video advertising landscape has undergone a turn. Previously, Twitter had bought and introduced a mobile device integration with Periscope, and most recently, Instagram launched Instagram stories. Similar to Snapchat, Instagram stories allow users to post photos and videos that can be viewed for up to 24 hours, however, Instagram differentiates itself with a live streaming feature.
This evolution in video advertising allowing for more personal interaction with users is key to understanding why many companies are deciding to allocate more and more of their ad spend towards social channels.
Big brands are capitalizing on these changes in information consumption to enhance their internet advertising strategies. Lowes, for example, unveiled its Black Friday deals on Facebook Live to an audience of 32,000 people and the recording was viewed an additional 891,000 times in the days following the live stream.

2.) Remarketing

Have you ever looked at a flight without buying it and then it started to appear everywhere as you navigated the web? How many times have you been on the verge of buying a product on Amazon, but you ultimately remove it from your cart and it shows up on almost every page you visit? This form of internet advertising is what’s known as remarketing.
Remarketing is an advertising strategy that leverages browsing data in the form of cookies to remind users that they can still convert and purchase the product or service they left behind. If a user has shown interest in any of your products or services, but has not yet converted, tactful remarketing can attract the user back with display ads on other websites.

A Customized Strategy

Remarketing is considered one of the best internet advertising techniques for both small and large advertisers. The best thing about this ad buying tactic is that you can customize the message in a way that will increase conversions.

However, advertisers should use this tactic carefully because poor use of remarketing often reflects a negative image of a brands as being quite aggressive or annoying. Set yourself up for success by doing your homework on which users will be most likely to convert upon exposure to a remarketing ad.

A great place to start is the Google Display Network, where you can reach potential customers that have already shown a strong interest in your product or service. One of the best features of the network is its audience segmentation capabilities which allows for keyword, contextual, behavioral, and geo-targeting, among other tactics.

3.) Inbound Marketing

Although inbound marketing is no longer the newest or most innovative of strategies, it’s still a great technique to drive internet advertising results. The reason? Inbound has adapted to the changing consumer-brand relationship.

The most important thing to prepare when planning your inbound marketing strategy is content. Not only does the content have to be consistent and available on the digital channels that your users access, but it also must be valuable content and tailored to the various audience segments to whom you’re trying to convert.


Identifying a variety of consumer personas and generating content catered to those personas is always the best first course of action before putting paper to pavement.  However, once you’re ready to launch an inbound marketing strategy, the below inbound lead generation tactics are a helpful roadmap to follow if you want to yield conversions for your business.

Inbound Marketing Tactics

  • Attracting Traffic: The first step of inbound is to get the user’s attention. It can be published periodically in your blog quality content, streamlining the different profiles of social networks or through the sending of newsletters, among other actions.
  • Conversion: If you offer quality content that provides value to your audience, such as free ebooks, thought pieces, infographics, guides, and videos, users will become loyal visitors to your site. Offer valuable materials that require a lead form from a landing page, so that
  • Closing: Once you’ve acquired the lead, it’s time to nurture it by further engaging the potential customer. Direct emails, webinars, and other personalized are all effective ways to capture leads.
  • Post-Campaign Analysis: Don’t forget this last step. In order to widen your inbound sales funnel, it’s important to analyze your campaign. What piece of content received the most downloads or site visits? What lead nurturing techniques worked best to seal the deal with your leads?

4.) Native Advertising

Native Advertising is a type of internet advertising that, like inbound marketing, has also arisen because of the new digital consumer’s relationship with brands.
Native is popular because it’s a less intrusive digital advertising tactic compared to traditional banners and other forms of display advertising. Each ad unit appears as if it were just another piece of the publisher’s content because it integrates its creative to mirror the publisher’s. A common form of native that you’ve probably encountered are ads found amongst the posts in a social network’s newsfeed.

Characteristics of Native Advertising

Native Ad Units share similar attributes with publisher content like image size & ratio, layout, headline, caption, font colors and style. The key differences lie in that native ads also include ad labels.
If you manage to sell your brand in an original way and offer content that your user needs, you’ll start to win over your audience. Providing solutions rather than asking for a purchase grabs a user’s attention and might even encourage sharing of the ad with others.

5.) Augmented Reality

Augmented reality is one of the most innovative forms of internet advertising to date, integrating the digital and physical world together to create experiences that surprise even the savviest of consumers.
The interactive nature of augmented reality is exciting and catches participants off guard, leaving an impact and sometimes even causing the campaign to go viral. Most campaigns are setup to allow smartphone users direct their phones’ cameras at certain objects, whether a print advertisement or even just a cup of coffee, in order to prompt a 3D video to play.
According to Nielsen, 97% of millennials own a smartphone, making this internet advertising strategy highly accessible to users, and more specifically, users that aren’t always apt to engage with traditional advertising.
 
One of the most exciting aspects of augmented reality is its room for growth and expansion. It’s very experimental, but the evidence is there to back up its effectiveness. According to Deloitte, there are already 88% of mid-market companies implementing some form of virtual or augmented reality into their business

Choose your Audience Wisely

As you plan your next internet advertising campaign, consider the internet users that you’re trying to reach and which strategies at your disposal will result in those users being receptive to your campaign.  The above digital ad buying strategies all focus on the current, yet constantly evolving, consumer-brand relationship.
Today’s most effective online tactics generally aren’t implemented as a part of a campaign used to drive direct sales, but instead boost brand engagement. Advertisers must always question how they can break down barriers between their brand and the user. How can you reach and connect with your buyer personas?

Partners like Digilant can help you move forward in your next internet advertising campaign, leveraging actionable data science to analyze user behavior and create campaigns that reach consumers across the digital ecosystem, while uncovering new insights and audiences along the way.

3 Takeaways from FutureM For a Digital Marketer

Last week I attended FutureMMITX’s annual marketing conference in Boston that brings together advertising, technology, and design leaders to exchange ideas and share their latest innovations in the marketing space. Not only was this my first time at FutureM, but it was also the first large industry event that I’ve attended as a still rather green marketer. Although an initially overwhelming experience, with hundreds of innovators from around the globe participating in countless workshops, presentations, and networking sessions, there were many lessons I took with me to the office.

For simplicity’s sake, I’ve decided to highlight three key takeaways from FutureM based on presentations that were highly impactful to me.

1.) Curate your content

During the presentation “The Art of Non-Obvious Thinking,” best-selling author and professor of Digital Marketing & Persuasive Storytelling at Georgetown University, Rohit Bhargava, stated, “Curation is what turns noise into meaning. Out of everything I heard throughout FutureM, these words stuck with me more than anything else. In fact, they’re the words that helped me filter down pages of notes into this blog.



Bhargava spoke about how today’s saturated digital ecosystem has lead the consumer to run towards simplicity, a trend he calls“the desperate detox” in his most recent book. We struggle to keep our heads above water while being inundated with new technology, media, and products. When it comes to your content, do your audience a favor and curate it like a museum. Declutter anything that stands in the path of the consumer’s journey by putting out clear and direct content that will make their decision to adopt your brand a no-brainer.

2.) Make the user feel 

In the age of information and constant innovation, many people have started to think that logic and reason is king. However, Dipanjan Chatterjee, VP & Principal Analyst at Forrester Research, reminded his audience that in order to convert users into loyal customers, brands need to make those users feel.  

From the very start of his speech, Chatterjee cites examples of Charles Darwin, the Star Trek starfleet, and the digital consumer, as all valuing emotion over rationality. We can measure the performance of the most nuanced segments and track their behavior with advanced KPI’s, but one thing that many often neglect to gauge is the emotional impact a campaign will have on the audience.
Today’s metric-focused marketers no longer have an excuse not to, because Forrester Research has designed a system of measurement that Chatterjee and his colleagues refer to as “Brand Energy.” In the below charts, emotion comes in as the most critical aspect to a brand’s identity and it’s no surprise given how the consumer-brand relationship has evolved.

It’s no longer solely a transactional relationship, but also conversational as we have the ability to strike up a dialogue with our favorite brands right at our fingertips. Marketers must engage with the consumer and use emotional intelligence to personalize and improve upon the customer experience. These interactions generate an immense amount of data, but only 0.5% of this data is put into action, a statistic that brings me to the final takeaway from the event.

3.) Be Purposeful with your data

Many marketers today find themselves at a crossroads with information overload. On the one hand we’re told that it’s imperative to use data and predictive-models because implementing them is thought to be a surefire way to boost awareness and generate leads. However, there are others that warn us to not rely too heavily on algorithms and other forms of artificial intelligence that are thought to take from the human aspect of the consumer journey. What’s a digital marketer supposed to do with these conflicting pieces of advice?

The panel “With AI Comes Great Responsibility” believes that the approach to solving this dilemma is much simpler than the technology that their companies develop. Cofounder of Born AI, Max Fresen, challenges brands to counter this question with another important question: “What data are you feeding into AI in order to get meaningful insights?”

If you don’t have a clearly defined answer to this question, then you’re probably not properly optimizing the data sets you have to reach your customer. Artificial Intelligence is best used when machine-learning is combined with a talented team that knows how to effectively implement the technology. Programmatic partners like Digilant can do just that. By tapping into actionable data science to facilitate unique one-on-one relationships with users on a massive scale, new insights and audiences are uncovered for advertisers.

Similar to Bhargava’s point that marketers must curate content to effectively reach the user’s cluttered mind, data must also be properly curated and decluttered to be of any use to today’s marketer. To tie everything together – 1.) Curate your message, 2.) Craft it with a real, emotionally-driven user in mind, and 3.) Maximize the precision and reach of this message with the data-driven technology available to you.

Overall, my time at FutureM ‘17 was very enjoyable and memorable. I left with great insights and I can’t wait to see what next year brings.

Last Month in Digital Media News

The advertising industry and digital media buying specifically, requires attention to the latest trends. New ideas, new upcoming technologies and the changes in the behavior of the consumers make it necessary for forward thinking marketers to be attentive to all the industry news. This evolving industry, makes it very complicated to compete in equal conditions if you are not up to date on the digital environment.
For that reason, it is important to be updated on every industry sector. And the purchase of digital media is no exception.

For example, Google and Facebook together are two-thirds of all the investment that is made in advertising around the world. Something that years ago we could not even imagine. Buying digital media was complicated, and online advertising was only seen as a complement to traditional advertising, taking only a small percentage of marketing budgets.

What happened in the last month?

What has been said about the purchase of digital media in the last month? And how does advertising technology affect brands in general?
As eMarketer has reported, in 2017 advertising investment will grow in the United States to such an extent that it will outweigh the investment in television advertising.
And for that reason, all the data, news, statistics and information related to consumers and their environment are now the holy grail of advertisers. Consumer communication has become personalized and, logically, advertising too.
If you look only at Facebook you can see that the company with almost 2 billion users covers much more than what any brand advertiser could want. But what does the future hold? What news has appeared during the last month? And how will they affect the purchase of digital media?

1.- Will YouTube Be A Payment Platform?

Perhaps it is better to pose the question in another way: Would you pay for contents that you can access for free? One of the most interesting debates on this subject was launched in Entrepreneur.
Turning a frees space into a paid space online is very difficult. And this is something that the publishing industry is familiar with. Publishers have had to start charging for subscriptions to be able to obtain revenue to keep up with the boom of the digital world and the problems that it created for traditional media.
YouTube, however, has long been thinking how to launch YouTube Red, the subscription version. And the video giant is clear on the value proposition: it allows all type of content consumption without advertising interruption. That is, it totally eliminates the ads and claims to provide exclusive content.

Will users be willing to invest in this type of content?

So far Ad Blockers have eliminated advertising from websites. And, for many users, that was enough. Will the YouTube Network be the solution for those who want to omit ads in their videos?
As Entrepreneur points out, “it is still too early to know”. In fact, it is anticipated that the most powerful feature of YouTube Red, which could make users change their minds, is yet to come.
In addition, The Independent shares that the date on which this content will be available to all countries will depend on the agreements that are closed with the record labels. Since they are mainly interested in having users invest some money in consuming video clips and music.

2.- What’s Behind the Chatbot Surge?

This is a very hot subject since the future for the chatbots lie, precisely, in that someone must feed them, train them and give them life.

It is one of the issues that has been discussed in Adage lately. Chatbots are changing the way we communicate with brands and is exploding across the sites of businesses of all sizes and verticals.
In fact, as pointed out in a Gartner report, by 2020 more than 85% of customer-brand communications will be carried out without human intervention. Which means that chatbots, among others, will take control of this relationship.

And all with the aim of improving the consumer experience. This directly affects customer service. Apple has been using chatbots for some time and Facebook is working on it. However, this technology is still nascent, so it can not be said that it is 100% useful for all companies.

Out of context a Chatbot makes no sense

Technology has to improve in order to create bots that are consistent with each brand and its personality. And, therefore, it is necessary to write answers so that they can use them later.
The same goes for Siri, for example. If you try to hold a conversation or ask unusual questions, Siri will not know how to respond. This system is trained and programmed to respond to certain issues, so still thousands of issues are unresolved.

And this is where things change. To feed a Chatbot, it takes an expert who knows the personality of the brand very well, and therefore, he/she is capable to provide to to this system the appropriate answers to be able to continue evolving and to offer better experiences to the users.

This implies an absolute knowledge of the target audience. As a consequence, a new need already exists. The one to properly train every Chatbot. Yet, as the report points out, they will never replace interactions between humans.

3.- From Big Data To Artificial Intelligence?

Does Big Data turn artificial intelligence into something that is not science fiction? HuffPost has dedicated an article that addresses the convergence of data management and AI and the potential value it will add to the digital media space as well as other industries.

Both Big Data and Artificial Intelligence already provide greater added value though their agility and the option of creating more productive business processes. However, to take advantage of these tools you need to know how to collect data and interpret it.
As HuffPost points out, companies and users are not yet ready for automated decision-making demands. Therefore, innovation will need to be focused on the convergence of data and artificial intelligence.
So, what are humans facing? Artificial Intelligence has gained ground in key sectors such as health, banking, advertising and financial services. But data, by itself, is not enough. And, as a consequence, programmatic marketers especially will need to apply BDI, Big Data Intelligence.

4.- Trolls In Social Networks In The Face Of Terrorist Attacks

What role do social networks play in today’s society? It is more than proven that when it comes to selling digital advertising, these platforms are more than effective. They get to specific targets, you can create specific and eye-catching creatives, etc.

However, when networks fall into unwanted hands, they cause undesirable impacts. And this is precisely what has been addressed in The Guardian. Especially when terrorist attacks are involved.

The news speaks specifically of the victims and relatives of the victims of the London and Manchester attacks. And invite them to watch out for network trolls, especially on Twitter.

Social networks can play a positive and negative role in the face of a terrorist attack. But these trolls take advantage of the networks to “crush” and capture their victims, subjecting them to different abuses, such as accusing them of “trying to cash in” on what happened by talking to the media.

After the bombing of Manchester Arena, several doctors who worked there claimed that many victims had previously been controlled by networks.

5.- Mobile And Buying Behaviors

If a few years ago the user was reluctance to buy via mobile, this situation has taken a turn, since smartphones are now the currency of users.

The Telegraph in the UK says that industry data points out that mobile phones have become an essential element in payment processes. Smart phones are playing an important role in online shopping. Especially during this last year. As a consequence, mobile penetration is even greater.
More and more users are using their smartphones to manage their lives. And, therefore, making purchases through this device is becoming routine, therefore, digital media and advertising must be fully optimized for mobile.

6.- New Alliances Of Streaming Spaces To Reach Students

Another trend related to the purchase of digital media that directly affects programmatic and digital advertising was featured in Cnet.com. Did you know that Spotify and Hulu partnered to create a combo for college students? It offers the best of its services in streaming. Is this the new way to reach the youngest target audience?
Students who meet the requirements, can access services for only $ 4.99 per month for Spotify Premium and Hulu. Of course, eliminating advertising 100%.
The younger ones will be able to access whole seasons of exclusive Hulu programming and other series from prominent networks. Again, with the same value proposition: eliminate advertising.

In Summary

The digital panorama in the news that’s dominated in recent months leave something clear:

  • Mobile is the current and future device.
  • Social networks have a lot of power both inside and outside advertising, as they can impact the public if the message sender uses certain persuasive techniques.
  • But there is also a tendency to remove advertising in some digital spaces. And this is a problem for the programmatic media buying industry.

The solution? For now, is working to launch advertising that is much less intrusive, subtle, attractive and place them in the right place to the right person. Something that is simpler to do with a programmatic partner such as Digilant and its self-service tool that offers you the possibility of automating your digital decision making.

Programmatic Media Buying 101: Digital Marketing Data Sources, How to Apply Them?

The rise of digital advertising has given marketers fuel to reach their ultimate marketing goal: connect the actions of users into a meaningful whole. When marketers know a lot about their consumers, advertising is personally relevant and more effective. Personalization of brand experiences is a powerful way to drive conversion – and in digital advertising, personalization is driven by data.

Pre-digital direct marketers relied on research of public records of births, marriages, and property deeds. They bought mailing lists from catalog companies to reach out to potential customers. Audience segmentation and tracking purchase intent are not new strategies, but digital data collection has significantly increased their impact. And online consumers leave a digital data trail behind wherever they go.

The Digital Data Trail

Now that there is much more data available for marketers to use, behavioral targeting has become a much more popular tactic for media buying. Most digital advertising still relies on at least some information about individual attributes — like gender, geo-location, and age. But programmatic buyers and also have the ability to collect data related to online behaviors.

While a lot of privacy-conscious consumers delete cookies or use the “limit ad tracking” features on mobile devices, advertisers aren’t interested in personally sensitive information – like cheating on taxes or a romantic partner. They are more interested in behavioral data signals that indicates whether consumers are in the market for a car, house, or coffee maker.
Social media sites or other login-based services have access to personal identifiable information (PII), but tying it to other data points would drive away customers. The ongoing stream of “shares”, “tweets”, “likes” — or other “reactions” — is revealing enough info to be worth a lot to advertisers – even without names and emails addresses.

Online activity allows data providers to identify specific audience segments, These segments can be defined by variables like (1) geolocation, (2) device type, (3) marital status, (4) income level, (5) profession, (6) shopping habits, (7) travel plans and a variety of other factors. These valuable segments can be sold to the highest bidder wanting to reach segments as specific as men in trouble or burdened by debt: small-town singles.

There are many players in the data game – and some play multiple roles. 

  • Brands collect information about their customers, such as email addresses and purchase history, which is helpful when tailoring their experience through product recommendations or incentive offers. 
  • Publishers sell data about readers who visit their site, which is valuable to advertisers purchasing ad space on their site – but can also be used to track their site visitors in other places online.
  • Other data collectors who may sell data may not be thought of as “ad industry” types at all, such as:

1. Political campaign groups often rent out their lists to firms as a fundraising strategy

2. Credit-card companies issued directly or through banks sell anonymized data to advertising companies – in cases where cards are issued directly, customers can be cookie’d whenever they login then go elsewhere online.

3. Online auctions offer a huge amount of user info, again anonymized, but revealing.

4. Any company, site or service that requires a login can collect data. For example, social media sites garner huge amounts of data as users “like” “tweet” and “share” about their interests.

How Companies Collect & Use Data?

The data game players are defined by how they collect and use data – either as first-party or third-party.
First-party data is any information that’s collected by a company that has a direct relationship with the consumer. First party data tends to be considered as more valuable because it usually is more accurate and is free for the advertiser.

  • If we take the fictional example of Heart and Sole shoes, they would like collect data about customers’ style preferences and shoe size through the user’s’ purchase history.
  • If we look at a fictional online publisher, say Knitting News Weekly, they may associate an ID to anonymously track the articles that their visitors read and share
  • Another fictional example, like Gloria’s Games App might use an API to gather data themselves, for example, the most common geographic locations where the mobile app is used.

Some apps also use external SDKs — or a software development kits — from a technology provider that will track user data. In this scenario, the technology provider is a 3rd party data collector. And third party data is any data collected by platforms or services that do not have a direct relationship with the consumer. These service providers obtain data in many different ways, such as:

  • Paying a publisher to collect data about their visitors.
  • Or piecing together behavioral or interest profiles and audience segments to be sold to advertisers.

Let’s not forget the new comer to the data party – 2nd party data, which is essentially first-party data that you are getting directly from the source. Buyers and sellers can arrange a deal in which the first-source party offers specific data points, audiences, or hierarchies to the buyer. The sharing of high-quality, first-party data gives marketers access to many hard-to-find audiences they may not have been able to reach.
Whether first-party or third-party, data is often housed and managed for programmatic buyers by a Data Management Platform – or DMP. DMP’s give marketers — and sellers of data — a centralized way to:

  • Create target audiences, based on a combination of in-depth first-party and third-party audience data;
  • Accurately target these audiences across third-party ad networks and exchanges,
  • And measure performance with accuracy.

Summary

  • Marketing based on consumer data has always been around; digital has just made it more powerful.
  • Personally Identifiable data isn’t critical; marketers can get a lot of value from behavioral and interest-based data.
  • First party data is often considered most accurate and more valuable.
  • DMPs help marketers collect and manage and organize consumer data so that they can use the insights to activate a marketing or a programmatic media buying strategy.

Johnston & Murphy Combine MarTech And AdTech  To Improve The Customer Journey

Leveraging CRM and Programmatic, Customer Portfolios and Digilant Set Precedent, Enrich Customer Experience

BOSTON, MA, September 14, 2017 Customer Portfolios, a leader in lifecycle marketing and customer analytics, and Digilant, a global provider of programmatic ad buying solutions and services, have partnered to innovate the digital experience by combining AdTech and MarTech to track behavior and revenue impact for each interaction.

For the first time, AdTech and MarTech are converging to leverage a brand’s rich and often underutilized CRM data to influence their customer’s advertising journey in real-time and while maximizing digital advertising spend. By connecting Digilant’s programmatic buying expertise with Perfect Pixel, Customer Portfolios’ proprietary data collector, and CRM intelligence, brands receive a 360-degree view of their customers to improve marketing effectiveness.

“Our programmatic solutions are strengthened by leveraging behavioral data like website engagement,”  said Adam Cahill, President, Digilant US. “When combining third or second party data sets with first party CRM data, advertisers can activate their marketing in a proprietary way, allowing us to more efficiently locate the next customer.”

Programmatic CRM + Perfect Pixel: Together in Action

Footwear and apparel brand Johnston & Murphy wanted to capture online customer activity to better assess the influence that their various media efforts were having on purchase behavior.  Coupling this data with their existing CRM profile would allow the retailer to prioritize their marketing investments and provide a complete view of customer activity to inform advertising content.

“For too long, marketers have relied on channel partners to execute campaigns, blindly trusting these partners without complete visibility of their data,” said Augie MacCurrach, CEO and co-founder of Customer Portfolios. “Perfect Pixel empowers brands to control all of their data —and ultimately leverage it to increase their customer’s lifetime value.”

To achieve this, Johnston & Murphy combined the intelligence collected by Perfect Pixel with Digilant’s tracking cookie to close the loop across channels and create a personalized customer journey. Customer Portfolios then leveraged their Smart Cookie to deliver the CRM profiles, enhanced by Perfect Pixel, to Digilant’s tracking cookie. This provided Johnston & Murphy a complete view of all online and offline customer activity, letting Digilant activate this customer intelligence through programmatic media channels.

“This partnership allows J&M to take the holistic view of our customers and put it into action across our digital efforts, helping us be more efficient and effective with our media spend.” said Heather Marsh, Vice President of Commerce, Johnston & Murphy (Genesco). “Our time and money is focused on delivering what our customers want; through the work of partners like Digilant and Customer Portfolios, we’re excited to be able to quantify the impact of our efforts through in-store sales.”

With the powerful Customer Portfolios CRM Profile — enhanced by Perfect Pixel — providing the intelligence for personalized content, Johnston & Murphy is now able to deliver digital messaging at a 1:1 level and complement all of their other marketing efforts. The partnership has led to a lift in sales for the audience exposed to media through Programmatic CRM. Moreover, Johnston & Murphy is able to attribute twice the amount of sales to these initiatives by including offline matchback delivered from Perfect Pixel.

Together, Customer Portfolios and Digilant were named a finalist for The Drum’s Digital Trading Awards category of Most Effective Programmatic Partnership. To learn more about the partnership, click here.

About Customer Portfolios
Customer Portfolios is a marketing technology leader that empowers its global clients to maximize the value of each customer. The company leverages advanced analytics and strategic best practices to uncover actionable insights and opportunities within the customer journey. The Workbench, CP’s marketing automation platform, then delivers targeted and measurable Lifecycle Marketing communications to drive incremental revenue. The Customer Portfolios team of analytical and marketing experts help companies like Johnston and Murphy, Vera Bradley, Journeys, HarborOne, Subway, Teleflora, Frye, and Tourneau consistently drive revenue growth and increase customer lifetime value. For more information, visit www.customerportfolios.com, read our blog and follow us on Twitter and LinkedIn.

About Digilant
Digilant offers programmatic buying solutions and services designed for independent agencies and brands that are increasing their programmatic spending. Using data science to unlock ‘new’ automated buying strategies, Digilant enables brands to uncover proprietary and complex audience data that gives them the actionable intelligence they need to compete across every important media channel.
Digilant is an ispDigital Group Company.  For more information, visit us at www.digilant.com, read our blog or follow us on Twitter @Digilant_US.
 
Media Contacts:
Customer Portfolios
James McNulty
jmcnulty@standpoint-pr.com
508-281-2024

Digilant
Karen Moked
Karen.moked@digilant.com
Tel: 844-344-4526 EXT. 754

3 Keys to Successful Digital Marketing

The current state of the consumer-brand relationship lends itself to digital marketing strategies that cross channels, devices, and audiences, analyzing performance in real time for constant optimization. When done properly, you’ll increase scale and decrease ad spend, promoting products and services on the digital platforms that will yield the highest conversion rates.

However, creating a successful digital marketing strategy is not easy. Without the help of an experienced strategist at a digital marketing company, implementing an effective strategy can be daunting and nearly impossible. Many brands blindly enter into a cookie-cutter strategy and end up throwing away their ad dollars on campaigns that don’t yield the results they originally set out to achieve. If you’ve ever asked yourself any of the following questions, it’s probably time to seek out help from a digital marketing company that can provide you with some answers:

  • “What  strategies are essential to achieving my intended marketing objectives?”
  • “How can I tell which tools are appropriate to solve certain problems?”
  • “What do I really need to get started, grow and develop my digital marketing strategy?”
  • “After having tested an initial strategy, how am I going to be able to fine tune my strategy so that the digital tactics that are ideal for my brand are implemented?”
  • “Where should I start, with all the information I have at my fingertips?”  

4 Essential Components of a Digital Marketing Strategy

Before diving into the three keys to developing a digital marketing strategy, it’s critical that you understand the essential components required to form the base of an efficient strategy. Every effective digital marketing strategy includes the following elements:

1.- A Defined Target
If you’re not clear on who you want your ads to reach, you shouldn’t bother wasting your ad spend on a digital marketing campaign without a clear objective. It may seem like a no-brainer, but many brands continue making the mistake of defining their total addressable market as everyone and anyone that they can reach.

The first step in creating any digital marketing strategy is to clearly define the audience you plan on targeting. Although marketing before the onset of the internet tried to reach as many consumers as possible with a single message via mass media channels like TV and radio, this will yield less than satisfactory performance and require an exorbitantly large marketing budget.

Technology and the way in which consumers interact with brands have changed, so your marketing strategy should too. You can no longer, nor should you, “use a sledgehammer to crack a nut.” Be certain that you dedicate time to clearly defining your buyer persona.

2.- Identify Optimal Channels
If you’ve determined who your potential customers are, it’s easier to identify  the types of media with which they’re most likely to interact. There are dozens of digital media channels: email marketing, social media, chat bots, landing pages, in-app, etc. Some are good for increasing conversions, others are excellent for generating engagement, and there are some that stand out for their ability to increase brand awareness. Regardless of which channels you opt for, implementing an omni-channel approach is essential to reach all current customers and uncover new leads.

3.- Gripping Creative
After deciding to who and where your digital marketing will be directed, you have to make sure that your creative grabs the user’s attention. Some advertisers think that it’s enough to simply put together a nicely written caption and add an image before publishing content. However, in today’s highly-saturated online ecosystem this couldn’t be further from the truth.

The overabundance of messages appearing across banners, search engines, and social networks forces brands to design creatives that will break through the noise and be noticed by their audience. To create a gripping creative it’s essential to:

  • Write attractive copy
  • Use appropriate fonts and colors
  • Design motivational calls to action
  • Choose pictures or videos that tell a story to which your consumer can relate

4.- A Programmatic Partner

After you’ve addressed the above components of your digital marketing strategy, you have to tie it all together and make sure that your campaigns are properly executed. The best way to make sure that the proper advertisements are arriving to the right people at the right time is undoubtedly through a programmatic ad buying campaign through a trusted partner like Digilant.
Having a reliable programmatic partner allows you to seamlessly implement campaigns with both incredible scale and precise targeting, all while guaranteeing transparent media buying, paying for impressions based on the ROI that they’ll yield.

3 Keys to Successful Digital Marketing

Having the above components will provide a structural base for your digital marketing, but if you truly want to compete and create a sustainable strategy, you and the digital marketing company with which you partner will have to do the following in your next campaign:

1.) Create Valuable Content
Your business relies on users buying their products and services in order to grow, but if you think that your leads are going to just directly input your URL into their search engine and begin browsing your products, you’re sorely mistaken. Today’s digital marketing strategies have evolved to implement content that drives leads down the funnel.

A complete stranger is delivered your content because it helps solve a problem that his user behavior indicated he might face. The content must then educate this user and spark an interest to seek out more knowledge, now considered a warm lead until he or she is further educated on how your product or services are a solution to their problems, becoming a customer.

Content marketing has become an imperative digital marketing strategy with nearly six time higher website conversion rates for adopters than non-adopters, and more and more marketers are catching on. According to the Content Marketing Institute, 70% of B2B marketers say that they are producing more original content this year than they had in 2016.

2.) Design with Mobile in Mind
Once you’ve created valuable content, you must adapt it for all media channels that your campaign will touch. Regardless of how niche the audience is that you’re trying to reach are, you can guarantee that most of them will be using a cellphone, 95% of users in the U.S. to be exact.

Mobile usage has grown and mobile commerce is becoming a vital piece to the digital marketing puzzle. are displayedcorrectly and loaded in the places where you have placed them. Whether designing for native in-app, banners, interstitials, or simply your website, your brand’s digital presence must be fully optimized for mobile in order for your campaigns and following ROI to be optimal.

One way to make sure of this is to design with a mobile-first mindset, meaning your creative and copy are initially made for mobile environments and then adapted for other devices.

3.) Make Decisions Backed by Data
One of the most common mistakes that many antiquated digital marketing companies fall into is making decisions based purely off of their team’s opinion rather than analyzing data on past performance to make better decisions moving forward. If you don’t have your campaigns tracked and haven’t set KPIs to assess them, your marketing will remain stagnant and your business will suffer.

If you’re to focus on only one of these three keys to digital marketing, your efforts will be best spent leveraging your data to drive these metrics. Combining first party data from your CRM and the third party data available to you when working with a programmatic partner like Digilant, you’ll have the resources to meaningfully segment your targeting and penetrate all necessary media channels for optimal results in your next digital marketing campaign.

Interested in putting these keys to digital marketing to the test in your next campaign? Learn more about how Digilant can help get you there here.

Programmatic CRM + Perfect Pixel: Together in Action

Footwear and apparel brand Johnston & Murphy wanted to capture online customer activity to better assess the influence that their various media efforts were having on purchase behavior.  Coupling this data with their existing CRM profile would allow the retailer to prioritize their marketing and programmatic media buying investments and provide a complete view of customer activity to inform advertising content.


Download the full Case Study Here.

To achieve this, Johnston & Murphy combined the intelligence collected by Perfect Pixel with Digilant’s tracking cookie to close the loop across channels and create a personalized customer journey. Customer Portfolios then leveraged their Smart Cookie to deliver the CRM profiles, enhanced by Perfect Pixel, to Digilant’s tracking cookie. This provided Johnston & Murphy a complete view of all online and offline customer activity, letting Digilant activate this customer intelligence through programmatic media buying channels.

“This partnership allows J&M to take the holistic view of our customers and put it into action across our digital efforts, helping us be more efficient and effective with our media spend.” said Heather Marsh, Vice President of Commerce, Johnston & Murphy (Genesco).
“Our time and money is focused on delivering what our customers want; through the work of partners like Digilant and Customer Portfolios, we’re excited to be able to quantify the impact of our efforts through in-store sales.”

With the powerful Customer Portfolios CRM Profile — enhanced by Perfect Pixel — providing the intelligence for personalized content, Johnston & Murphy is now able to deliver digital messaging at a 1:1 level and complement all of their other marketing efforts. The partnership has led to a lift in sales for the audience exposed to media through Programmatic CRM. Moreover, Johnston & Murphy is able to attribute twice the amount of sales to these initiatives by including offline matchback delivered from Perfect Pixel.

How to Become a Better Programmatic Marketer?


Programmatic ad buying has gone from being an advertising technology used only by the largest of businesses, to a key marketing tactic for any brand that wants to be seen and heard in today’s constantly expanding digital ecosystem. Despite its widespread prevalence, programmatic ad buying is an advertising practice that requires sophisticated training and knowledge to properly implement and get the most out of your ad dollars. If you want to plan and execute a programmatic ad campaign like a pro, you need to know what strategies to adopt, what trends and data to pay attention to and which metrics to follow to monitor performance?

Although programmatic ad buying campaigns can vary greatly in their tactics, with some aiming to amplify brand awareness, and others more focused on generating leads, a marketer that can develop a programmatic ad buying strategy that effectively reaches desired ROI while maintaining transparency is considered successful. Transparency refers to providing buyers with a clear view of the price of inventory purchased, the data leveraged to place their ads, and the environments in which those ads will ultimately end up, and being able to identify attribution.

How does programmatic advertising fit into an overall digital marketing strategy?

Whether you’re using digital media for direct acquisition or for brand awareness, if you’re still buying it traditionally, you’re letting go of opportunities to optimize your ad spend and maximize your total addressable market. In order to compete in today’s digital marketplace, integrating programmatic ad buying into your digital marketing strategy is a must.

In the broadest sense, programmatic is the automation of marketing activities, from the smallest programming of a post to implementing a highly layered real time omnichannel campaign. If you haven’t already dove into programmatic ad buying and are debating whether or not to get your toes wet, considering the following:

  • Would programmatic buying more efficient than how my brand is currently buying media?
  • Would programmatic buying be more transparent?
  • Would programmatic buying be more profitable?

How does the process of programmatic ad buying work?


The development of algorithms using data science driven technology that analyze the behavior of an individual user, is the driving force of programmatic ad buying, optimizing bidding in real time and reaching audiences composed of the users that are most likely to convert.

Businesses that bid for inventory through programmatic ad buying can compile an enormous amount of data that can become audience segments. The sooner you launch a campaign and the more time it has to gather this data, the sooner your programmatic ad buying platform’s data intelligence can strengthen your overall digital marketing strategy through more efficient targeting.

Learning about how programmatic ad buying can drive your digital marketing campaign is great, but it’s equally as important to know what’s underneath the hood. Purchasing programmatic ads involves the following systems:

1.) DSPs (Demand Side Platforms) facilitate the purchase of ad inventory and allow marketers to reach their target audience when integrated with a data management platform. In Today’s marketplace there’s a wide variety of DSPs available to brands looking to buy ads programmatically, and programmatic agencies such as Digilant who can manage your campaigns.
2.) DMPs (Data Management Platforms) compile and analyze massive quantities of cookie and mobile data that provide insights that help advertisers make better and more informed decisions. Generally the data sets with which DMPs work with are:

  • 1st party data: Data compiled directly from the advertiser; their website, social media platforms, email marketing and display campaigns, or their own CRM.
  • 3rd party data: Data compiled from external sources. The user data points generally consist of age, gender, social and professional interests, geographic location, and other interests or needs of the user inferred from their online behavior.

3.) For content publishers, SSPs (Sell Side Platforms) are essential in providing a source of revenue. This platform is where various types of online media manage their unsold ad inventory. Bidders using DSPs are provided with information on the value of the available inventory from the SSP with data on page visits, visitor demographics, number of pages viewed, and length of site visit.

Step by Step Process

It’s essential to know how to work with the data insights that you acquire through your DSP. Once you feel that you have a strong handle on the aforementioned elements involved in the programmatic ad buying process, you’ll want to launch your campaign on a programmatic buying platform.

Whether your campaign is managed or you opt for a platform with self-service, it’s crucial that you partner with a provider that has a great support team to help you through any challenges that you come across throughout your campaign’s operation.

As seen in the above infographic, the programmatic ad buying process can be divided into 5 steps:

  1. Picking: The starting point of any programmatic ad buying process, picking refers to the period during which brands define the inventory criteria that they’d like to set before moving forward with bidding. Regardless of the DSP that you opt to use, you’ll be asked for information surrounding your budget, target audience, and the KPIs you want to achieve.
  2. Matching: Now that the DSP system knows what type of inventory you’re looking for, it will search ad networks and buy audience data from various digital environments and match your ads with the sites and platforms that will best align with your KPIs.
  3. Triggering: Once a match is found, the ad is placed and waits for a trigger. There are various types of triggers, but all refer to an interaction with the ad creative,  whether it’s a click, a mouse-over, or simply a page view.
  4. Tracking: With the ad now visible and receiving engagement from users, data surrounding this engagement will be collected to provide advertisers with insights about how effectively the campaign is operating.
  5. Repeat: Programmatic ad buying is a cyclical process that repeats itself. Once you’ve launched your campaign and have had ample time to analyze its performance, the human aspect of programmatic must come into place. you will have to return to the starting point steadily. Being an automated process, the repetition becomes one more step, which the user assumes as natural and proper to the operation of this system of purchase.

Common Concerns of Marketers New to Programmatic Ad Buying

Programmatic ad buying was specifically designed to help marketers execute more scalable, efficient and precise digital campaigns, so why are some marketers hesitant to give it a shot?

There are several reasons why some brands don’t feel completely secure with implementing programmatic ad campaigns.

1.) Ad Fraud

In today’s digital ecosystem, ad fraud is a huge concern for programmatic marketers. According to a Wall Street Journal report, it’s estimated that more than a third of online ad traffic is fraudulent, meaning a third of ads won’t be viewed by an actual user.

However, with advances in programmatic technology fraudulent traffic can now be detected by analyzing user behavior. The most common forms of fraud come from bots that generate irrelevant clicks and falsifying user characteristics, and ad fraud comes in many forms, including:

  • Selling of inventory automatically generated by bots or background mobile-app services
  • Serving ads on a site other than the one provided in a Real Time Bid – or RTB request
  • Delivering pre-roll video placements in display banner slots
  • Falsifying user characteristics like location and browser type
  • Hiding ads behind or inside other page elements so that they can’t be viewed hindering a user’s opportunity to engage by frequently refreshing the ad unit or page

Fortunately, technology exists that combats ad fraud, tracking suspicious traffic and retargeting ads to user traffic with real potential customers that are most prone to convert.

2.) Viewability

As previously mentioned, a fraudulent ad will never be viewed by a real user, but beyond being seen by a human, what constitutes a viewable ad? The Media Rating Council deems a programmatic display ad viewable if at least 50% of the creative is visible to the user for at least one continuous second. This may sound like a non-issue, but viewability is crucial metric for any programmatic marketer. A study conducted last March found that 57% of ads served are not considered visible and that leads to wasted ad spend and diminishing ROI.

3.) Brand Safety

Companies like Integral Ad Science, that specialize in guaranteeing brand safety, have evolved to fully integrate their services to protect programmatic advertisers’ campaigns from operating in ways that can damage brand reputation. The main responsibility of these companies is to assure that ads across the digital ecosystem don’t appear in environments that could be compromising to a brand’s identity or mission.

It’s ultimately not worth the risk to invest in a programmatic ad buying platform if you aren’t able to guarantee that your ads will be displayed on secure media platforms, and more importantly, alongside relevant content with values congruent to those of your brand. Let this past March’s Google Ad Crisis be a reminder for all advertisers to prioritize brand safety.

Major Brands Relying 0n Programmatic Ad Buying for Results

Many brands today are decreasing their traditional ad spend or cutting it all together. In an interview with CNBC, Adidas’ CEO, Kasper Rorsted, stated, “All of our engagement with the consumer is through digital media and we believe in the next three years we can take our online business from approximately 1 billion euros to 4 billion euros and create a much more direct engagement with consumers.”

This decision marks an important paradigm shift for digital marketers. With the sheer quantity of online user behavior data available and a plethora of digital media channels on which to reach these users, today’s advertisers are positioned to create digital marketing campaigns with incredible scale. When combined with programmatic ad buying, this scale is effectively leveraged to target and uncover the most valuable users in real time.

Interested in unlocking data and uncovering your brand’s potential through programmatic ad buying? Learn more about Digilant’s solutions here.

Digilant U.S. Supports the Salvation Army in the Aftermath of Hurricane Harvey

In the aftermath of Hurricane Harvey, the catastrophic category 4 hurricane that struck the Texas Gulf Coast this past week, The Salvation Army has jumped into swift action, providing relief to first responders and survivors. With nearly 50 inches of rainfall flooding the Greater Houston Area in only a matter of days, thousands of people have been displaced and response efforts will be needed for years to come as the community rebuilds. To help raise funds and awareness, Digilant U.S. is providing pro bono programmatic display advertising to the Salvation Army’s Hurricane Harvey Response Efforts campaign.

The campaign aims to increase donations to support the work of the Salvation Army’s national network of trained disaster staff and volunteers deployed throughout Texas, providing food boxes, bottled water, cleanup kits and comfort kits. Staff and volunteers are also serving at emergency shelters and staffing emergency operations centers. “Every team being deployed in Texas can provide food, hydration and emotional and spiritual care to those impacted by this weather event,” said Lt. Col. Ronnie Raymer, Divisional Commander for The Salvation Army in Texas. “We’re uniquely positioned to provide support and relief to Houston and communities along the Gulf Coast.”

The Salvation Army has deployed 78 mobile feeding units that each can provide up to 1,500 meals per day, along with two field kitchens that each can serve up to 15,000 meals per day, serving survivors. As of September 4th, The Salvation Army has served more than 234,629 meals, 172,200 drinks and 170,585 snacks and has counseled 10,341 individuals affected by Hurricane Harvey.

Digilant U.S. is humbled to be able to lend its services to help expand relief efforts for the those affected by Hurricane Harvey and encourages anyone who can to join. There are many ways to contribute to the cause, starting with a donation. In addition to monetary donations, the Salvation Army is accepting clothing and other goods via free at-home pickups or at the nearest drop-off area in your location.

To donate $10 dollars to the Salvation Army’s Hurricane Harvey Response Efforts today, call 1-800- SAL-ARMY or text STORM to 51555.

Programmatic Media Buying 101: Why Media Buyers Should be Using Pinterest?

Pinterest is a social platform that enables users to collect ideas by “pinning” images, articles, or even recipes to themed boards.

Similar in size to Snapchat, Pinterest has over 150 million active users worldwide — about half of which are outside of the US — and users spend an average of a little over an hour and a half per month on the platform.

Like Snapchat, Pinterest’s audience is mostly women, with just over 70% of users being female. However, the age demographic for Pinterest skews higher than Instagram; nearly two-thirds of users are over 30. Pinterest gives brands the opportunity to be discovered by audiences that are actively seeking ideas. Pinterest users are eager to connect with brands. Approximately two-thirds of content pinned comes from brands and businesses. And users report being more likely to follow brands than individuals like celebrities or experts.

What makes Pinterest interesting for media buyers?

What really makes Pinterest stand out is the way that users interact with content. Pins don’t ever go away, so marketers can make the most of quality content for their programmatic advertising campaigns. On other channels, feeds drive content placed in front of the user, making recency key. On Pinterest, users are exposed to content via discovery and search, ideal for contextual tactics in a media buying plan.

And Pinterest drives purchasing!

  •    87% of Pinners purchase a product because of Pinterest and
  •    93% of Pinners are pinning to plan a future purchase

Pinterest also drives web traffic – up to 5% of all website traffic is coming from Pinterest, that’s second only to Facebook, which drives up to 25% of website traffic. But Pinterest is surprisingly leading in one category over Facebook: Pinners average order value from referral traffic is around $59, compared to $55 from Facebook.

Pinterest is a clear cut marketing tool and source of inventory for programmatic advertisers.  For a business like the fictional Heart and Sole Shoes that are looking to promote very visually appealing physical products it is more obvious, but for B2B brands like Dave’s Data Storage it might be a less obvious advertising option since their products are more conceptual and therefore demanding more thought and creativity from the marketer.

Marketing best practices for Pinterest 

Marketers can make it a best practice to include some visual element in any blog they’d like to share, or create infographics packed with valuable information worth sharing. Data charts are equally visual and eye catching – users know that there is info to be discovered. Some service-orientated businesses do well with showing pictures of their happy customers– imagine how interesting and fun Penny’s Pet Grooming Pins could be showing well-groomed pets reuniting with their happyowners?

Pinterest offers plenty of opportunities, if marketers can rise to the challenge of creating visually engaging and high quality content that can match the staying power of Pins.

Summary

  • Pinterest stands out among other social media platforms with permanent Pins driven by user discovery and search.       
  • Pinners are purchasers – and they spend an average of almost $60, higher than Facebook’s $55 average.
  • Businesses and brands can use their Pinterest page to engage and build relationships by Pinning their own and others’ content – or even inviting guest Pins from brand fans.
  • Businesses and brands need to create visually compelling, high quality content to get the most from permanent, long-term Pins.
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