Preparing for Summer Travel 2021: 7 Tips for Travel & Tourism Digital Marketers

As consumers grow more comfortable leaving their quarantine bubbles and travel restrictions begin to lift, experts project that people will take to planes, trains, and automobiles in record numbers.

More specifically, experts project this influx of travel to peak in the summer months. TripAdvisor’s latest report, “2021 Summer Travel Index,” states that 67% of Americans are planning to travel this summer (June-August). 74% of this group plan to travel domestically, while 13% will take their travel outside our borders. 

As travel brands work on rebounding from the past year’s challenges, knowing how best to reach and interact with consumers as they browse and hunt for their vacations is essential. Whether it’s advanced cleaning protocols or free cancellations, let’s jump into what consumers expect and are looking for from travel brands before they hit the road this summer. 

What are travelers’ expectations and trends for the summer?

As mentioned above, even though US consumers are more willing to travel this coming summer, there are still certain expectations they have to feel comfortable doing so. Below are a few of the top trends brands should be aware of for the summer, including accommodations consumers expect. 

Enhanced Hygiene and Cleaning Protocols

According to YouGov, 57% of travelers rank cleanliness or hygiene as the top factor in selecting which airlines to fly and which hotels to book — outranking cost. 

Free (or flexible) Cancelations and Changes

Consumers want the assurance that if plans change, they won’t lose their entire trip cost. A study by Squaremouth, a travel insurance provider, found that more people are purchasing travel insurance, specifically COVID-19 benefits, this year. Roughly 27% of purchasers are springing for the ‘Cancel For Any Reason’ upgrade compared to the 19% who did so in 2020.

Research. Research. Research. 

Over the past year, consumers have been dreaming of their next vacation spot – where to go, stay, and what to do. So, when it finally comes time to book this long-awaited trip, they’ll spend more time researching, cost-comparing, and reading reviews to book their perfect vacation. Booking.com found that 95% of travelers spent time looking for vacation inspiration, with over a third of them (38%) looking at potential travel destinations as often as once a week. 

People are extending their vacations.

Some people have an increase of expendable income brought on by a year of savings. Others found low-cost flights allowing for more spending on accommodations. At the same time, some people have new flexibility to work from anywhere. Or others simply have a strong desire to getaway. No matter the reason, travelers are opting for longer R&R. In the same Trip Advisor study mentioned above, they found that 29% of travelers will opt for a weeklong trip. In comparison, nearly the same amount (28%) will extend their trip to 10 days. 

Outdoor (and warm) Destinations Will Prevail

Beach destinations will shine this summer, according to the Trip Advisor study. Specifically, consumers are looking for beach resorts and all-inclusive destinations. Find their complete list of top domestic destinations here

Digilant Pro-Tip: Don’t Forget the Last-Minute Vacationers

Although consumers have been dreaming up their ideal vacation destination and will be opting for longer trips, there is an outlier trend that travel marketers can’t forget about this summer: last-minute getaways. 

As consumers embrace the wait-and-see how we feel, approach, and understand that guidelines and restrictions can change rapidly, they’ll turn to road-trip-friendly destinations. In 2020, we saw a drastic increase in road-trip popularity. A recent study by Fifty Grande found that people felt most comfortable with hitting the road themselves in all travel-related activities. In turn, we don’t expect this trend to slow down.

This naturally lends itself to more last-minute, spontaneous trips that travel marketers should prepare for. So, whether it is a spontaneous decision or a spur-of-the-moment trip to visit family, travel marketers need to shell out some of their time and attention to this quick-thinking (and booking) group of vacationers. 

How to achieve 5-Star Digital Marketing Plans: 7 Tips for Travel Marketers

Understanding how travelers will think this summer and what they will prioritize from brands will help set a creative direction for your advertising campaigns. But, how you get these ads in front of consumers will be faced with stiff competition as travel brands compete to secure these travel dollars. 

An innovative and effective digital strategy ensures reaching these consumers at the right moment as they browse, research, and ultimately book their trip. Below, we’ve outlined seven digital strategies all travel marketers should consider implementing before the busy summer ahead. 

1. Target audiences using Travel Intent Data

Reach travelers through unique data that includes loyalty, search and booking data, travel patterns, trends, and behavior from close to one billion monthly unique traveler profiles across more than 200 of the world’s top travel brands. This data allows marketers to see reach audiences through every stage of the booking journey, such as: 

  • Who is looking to book a trip
  • Who has booked a trip to your destination
  • Who has booked travel to a competitive destination.

2. Credit Card Data

Similar to travel intent data, by implementing 3rd party credit card data, brands can continue to reach consumers even as they make purchase decisions. This data helps reach consumers such as:  

  • Consumers who have booked a flight, but no hotel
  • Consumers who have booked a hotel but no flight
  • Consumers who have stayed at “X” hotel in the last few months (competitive conquesting)

Check out how our team used Visa data segments to help our luxury resort client target travelers who had stayed at competitor’s hotels in the past. Learn more here

3. Dynamic Creative Optimization (DCO)

Consumers have high expectations for the travel season ahead. DCO technology creates personalized ads based on data about the viewer at the moment when ads are served. This gives brands the ability to quickly iterate which ad creative they are displaying based on the user’s intent – showcasing the different ways you are meeting their expectations. 

4. Paid Social

The power of social media influence goes far beyond retail and e-commerce. Over half of millennials have decided to visit a particular location after seeing user-generated photos on social media. 60% of people actually use social media to choose their travel destination. Brands need a social media presence to engage with active social media users. A paid social strategy helps amplify your reach to find new prospects and encourages website and landing page visits.

5. Paid Search and Broad Match

As mentioned above, research will be massive for travelers this summer. Trip Advisor found that nearly 3/4 of travelers will spend more time choosing a destination this year. Implementing broad match technology allows you to reach the widest audience via search and keyword use. When using this strategy, your ads are eligible to appear whenever a user searches any word in your key phrase, in any order. 

6. Location-Based Targeting

Create custom location-based audiences by setting a specific radius that can be targeted on display or mobile devices. This gives marketers the ability to target people currently or who have previously traveled to a particular destination. 

7. Adaptive Segmentation

As more consumers browse for trips, you want to ensure your marketing dollars reach your ideal and most engaged audience. Adaptive segmentation allows you to develop custom segments based on observed behaviors to reach the most qualified audience segment. This gives you the power to segment consumers based on attributes such as: 

  • Consumers who have visited your booking site multiple times
  • Consumers who abandoned the booking cart 
  • Consumers who have clicked on ads but not yet converted.
Bonus Tip: Consider weather triggering

It was evident in projections for summer travel, consumers are looking to get outside and searching for warm, sunny destinations. Weather triggering gives you the ability to deliver ads based on real-time weather conditions. By setting weather triggers for cold, stormy, or rainy days, you can tap into consumers’ pathos with an ad highlighting your tropical, sunny destination. 

Summer Travel is Around the Corner: Solidify with Digital Strategy Today!

Consumers are growing steadfast in their expectations from brands. This means it’s more essential them ever to market to consumers for the moment. And the way to do so is with a timely, strategic digital advertising campaign. Summer officially kicks off on June 20, which means travel brands have about two months to ensure they’ve set up for success for the season ahead. 

Digilant’s Expertise in the Travel Marketing Industry

Whether it is helping a unique cruise line, like Bahamas Paradise, a ski town, or a tropical island’s tourism board, at Digilant, we know what it takes to employ a successful travel marketing strategy: a data-driven planning discipline with flawless execution across programmatic, search, social, and beyond. 

Our partnerships with Adara, Expedia, and Trip Advisor give our clients access to exclusive traveler data. Pair this with our team of media experts and premier reporting and data analytics; we ensure every client thrives in this ultra-competitive market. 

Are you interested in learning more about our travel marketing expertise? Learn more about our solutions here. And if you’re ready to invest in your digital marketing strategy, we’re eager to discuss a plan to fit your needs. Let’s talk.

Eight Successful B2B Digital Marketing Strategies

Digital marketing has grown significantly in the past year, with more companies increasing their B2B digital advertising spend by about 22.6% over last year. Why? B2B advertisers have a huge advantage in connecting with their target audiences through desktop formats since the pandemic. Although things are getting back to normal, these marketing trends will continue.

Understanding digital marketing is the first step in attaining success. In a nutshell, digital marketing is any form of marketing online or using the internet or an electronic device. Businesses use this form of marketing with digital channels like email, social media, search engines, and websites to connect with their customers. Used effectively, digital marketing helps reach larger audiences that would be more difficult using traditional methods. It is also more cost-effective and data is quickly accessible.

B2B digital advertising spend is projected to increase by 10.9% this year, which is slower than previous years, but the marketing landscape has embraced digital transformation, creating new opportunities for businesses to be successful. Knowing how and when to use the right digital marketing strategies can significantly increase the bottom line while keeping your business ahead of the game. Here are 8 B2B marketing strategies that should not be ignored:

Retention Marketing

If you already have B2B customers, it’s always better to keep them happy, healthy, and on your roster. Marketers are paying attention to their customer relationships, recognizing that when a customer continues purchasing from you, chances are they buy more resulting in a higher marketing ROI. According to the Harvard Business Review, all you need is a 5% increase in your customer retention for a 95% increase in your bottom line. There are a few ways to accomplish this, including new customer onboarding and education, customer training, consistent communication and support, customer appreciation, and surveys and testimonials.

Interactive Content

Interactive content is non-negotiable as it relates to B2B advertising. By having more engagement through interactive content, marketers understand customer tastes and habits. Use social media, videos, infographics, and other relevant information where your customers can find out more about you and your business. Being transparent and having them feel as if they understand you better is a part of your story which becomes crucial to your success.

Nostalgia Marketing

Nostalgia marketing is an asset for B2B digital advertising. This is how marketers relate to the world. There’s nothing like taking your customers on a walk down memory lane, using cultural trends and repurposing discontinued products or services. Nostalgia brings back memories, which forges a connection that makes customers feel good. Reinventing products in digital form is a smart move, creating content that is targeted and true. For example, Intronis used nostalgia in their marketing campaign and had a 35% conversion rate and 650% ROI. Mazda was also successful with their story-driven, multimedia campaign “Driving Matters.”

Buyer Experience

Customer-centric marketing is key in your B2B marketing strategy being successful. With so many B2B buyers being centralized at home, creating interactive, engaging B2B advertising experiences is crucial to keeping customer attention. Using immersive digital experiences based on generational demographics will help tap into lifestyles and purchasing habits, especially with those immersed in a digital-first environment. Mobile also influences over 40% of revenue on average in leading B2B companies.

The channels, thoughts around marketing certain products and services, understanding buyer persona, and how it is advertised in the market is key. B2B buyers should be viewed as standard consumers, with the speed, convenience, correct product positions, and use of tech integral factors in the marketing mix. While customer experience was always a factor in B2C, it has now become a necessary component of B2B marketing strategies.

Video marketing

Video content is a staple in B2B digital marketing strategies and is very powerful in B2B digital advertising. Video content helps customers visualize the buying process, with 70% of B2B buyers now watching videos when they are researching a company and its products or services. Video advertising spend is continually increasing, with marketers utilizing videos to educate and entertain. With this type of advertising expected to grow to $12.66 billion by 2024, B2B buyers can gain a lot from branded videos by understanding new trends while gaining additional skills.

Lead conversion

B2B brands are focusing more on macro conversions in their B2B digital advertising. While eBooks and guides are a great way to engage, digital and hybrid events are gaining traction in securing leads. Using interactive digital events like webinars to increase customer engagement through customized experiences, B2B brands can harness their influence more effectively to drive their customers down the sales funnel.

Podcasts

To date, there are over 850,000 active podcasts with more than half of all U.S. adults listening to one or more every month. This is a great way to reach customers, with ad revenue from Podcasting expected to raise over $1 billion in 2021. This is a very effective digital marketing strategy for brands, as it helps them form deeper connections with their audience. Podcasts are more informal and help with authentic and organic growth. Podcasts focusing on marketing can help B2B sellers grow. In fact, Content Champion from the Content Marketing Institute has been on the air with a huge following for quite some time. This is an ideal way to connect with B2B audiences that are always on the move.

Email marketing

It’s true – email marketing is not dead, and it’s not going anywhere. While emails used to be boring and too long, today’s emails are consistent, engaging, transparent, and trustworthy. It has never lost traction in the market as an effective tool, and it continues to be a profitable channel for generating revenue. Personalizing emails also increase margins. For instance, Zomato has engaging and humorous emails that engage their audience. There are tons of graphics, less content, and 100% engagement. B2B marketers can take a page from this team to utilize in their B2B marketing strategies.

Technology has shifted B2B marketing strategies into a digital-first marketplace which makes it crucial to understand the trends and tactics that work. Partnering with a company that can infuse strong B2B digital advertising and marketing strategies like these into your brand will keep revenue flowing and your brand at the front of the line.

Are you ready to make an impact and stand out from the competition? Digilant’s marketing services can help get the results you want now! For more information on how we can help your digital marketing strategy, contact us today.

Apple’s IDFA Change: Call It Advertising Shockwave: The Prequel!

Apple’s IDFA Change: Call It Advertising Shockwave: The Prequel!

By  Mike Addonizio via Street Fight Mag

Beginning with its iOS 14 update this week, Apple will require apps to ask users for permission (opt-in) to collect and share data on all Apple devices, most notably iPhones.

That’s just potentially one shoe dropping in the mobile advertising space. Google has yet to announce whether it will follow suit and make the Android Advertising ID (AAID) on Android devices opt-in as well at some point.

Because it has become so mobile-centric, how Facebook/Instagram adjusts to the lack of identifiers on Apple devices may provide a broad template for advertising on mobile devices, while also offering clues for how to execute desktop advertising once targeting becomes more challenging…

Mobile advertisers looking to continue to engage audiences on Apple devices should already be preparing for the post-IDFA world and beyond. But many of those broad lessons will need to be applied in the post-third-party cookie desktop world soon enough.

To learn more about the unknowns or Post-IDFA and options for advertisers, read the full piece here.

Automotive Digital Advertising: 7 Strategies to Drive Sales in 2021

When it comes to selling cars in 2021, the highest quality automotive digital advertising strategies must be employed in order to reach monthly sales goals. Interested buyers are no longer driving to a car lot and beginning their search for their new vehicle there. Rather, individuals are on a new buyer journey when it comes to vehicles. These savvy shoppers are now completing most of their research online and only going to a dealership to get a sense of how the vehicle drives.

If you want to drive sales in 2021, follow these seven automotive digital advertising strategies. Strap in and get ready to take notes!

1. Have A Presence Everywhere

While word of mouth (WOM) is still a highly effective strategy for generating leads and sales at a dealership, it is not a guaranteed way to generate consistent interest in a particular dealership. Since so many customers are beginning their research online, dealerships must be in the same places these individuals are conducting research. Those who do not make an effort to have a wide-reaching presence will fall behind local competitors.

With this automotive digital advertising strategy, dealerships can increase their reach and generate more qualified leads. Once car shoppers believe they have a few solutions to their current car problem(s), they will begin to look for dealers that can fulfill their needs. If a dealer is not listed on the aggregate websites, search engines, or manufacturer websites the individual is on, that person will likely not know the dealership exists.

While dealerships cannot guarantee that every individual who is looking for a certain vehicle will visit their showroom or call a salesperson, it does ensure potential leads have the ability to learn more about the dealer.

2. Gather & Share Positive Feedback

Once an individual has learned about a dealership (either through their own research or through WOM), this person will want to know what type of experience they can expect. No one wants to go to a dealership that has consistent negative 1-star reviews. Furthermore, some individuals are not willing to roll the dice on a dealership that hasn’t had any recent feedback (even if the dealer has 5-stars).

Regularly gathering and sharing positive feedback serves two purposes. First, it makes sure the dealership is well known for the customer service it provides to its customers. This feedback can be used on a dealer’s website and social media, which is free content. Second, feedback can benefit SEO. When satisfied customers leave their review, they often include keywords that others are searching for when researching dealerships. This has a small, positive impact on a dealer’s SEO ranking.

This automotive advertising strategy must be managed, however. If a negative review is left by a dissatisfied customer, the dealership needs to respond immediately. This response shows the dealership is proactive and truly cares about customer satisfaction.

3. Create A Mobile-Friendly Website

In 2021, dealership websites should be designed mobile-first. While a small number of individuals will conduct their research on a desktop computer, most people are using their smartphones or tablets for their research.

If a webpage is not optimized for a mobile device, the information can be hard to read and/or the page does not display correctly. This is frustrating for someone who wants to learn more about a particular vehicle. They will likely bounce out and find another dealer.

Pages need to scale up and down to fit the device the individual is using. It is not unlikely for someone to start researching on their smartphone and move to a tablet to desktop to finish their research. Pages should look and function property, regardless of the device benign used.

4. Make It Easy To Shop Online

While individuals may not be on a showroom floor, they still want to shop around and find the car that best suits their taste, needs, and budget. Their online shopping experience should be easy (if not easier) than looking around a dealership. Information should be easy to find on each vehicle, and navigating through the website should be intuitive.

A dealership’s website should be convenient. When looking at a website, car shoppers want to easily compare different models. While they could open multiple tabs, this small feature improves their research experience and makes them more likely to visit the dealership.

Additionally, filtering should be standard. Some individuals have a strict budget. Others only want sedans or SUVs. A few will want optional upgrades. The ability to filter through all of the vehicles and look at cars that fit their exact needs will help nurture these car shoppers into paying customers.

Furthermore, high-quality pictures and detailed information is crucial. If the car is brand new, a virtual tour inside and out is a great option. For used cars, the car facts should be front and center. Regardless of the age of the vehicle, all specifics should be clearly outlined.

5. Create Quality Content Regularly

SEO is a long term automotive digital advertising strategy with high potential ROI. With the right original content, a dealer’s SEO strategy can drive organic leads to the website every day. In order to capitalize on SEO and earn a high SEO ranking, dealers must invest in good web development. The front-end and back-end of the website must be built with SEO in mind.

After the website is optimized, high-quality content needs to be added regularly. With so many vehicles, dealerships have plenty of ideas for creating engaging content. Various blogs about vehicle safety, maintenance tips, and the latest news can easily be written. However, it is important to write naturally and include appropriate keywords throughout the content.

6. Invest In Paid Automotive Advertising

While long-term strategies are important for nutrition, short term strategies can help garner more sales quickly. With PPC campaigns, dealerships can place ads directly in front of qualified buyers on social media, YouTube, search engines, and other platforms. Rather than hoping someone is looking for information included in a blog, buyers who are looking to buy a car today will receive a target ad.

PPC campaigns can have a high ROI when they are designed correctly. A range of keywords and marketing copy are needed to effectively convert leads into sales. Fortunately, a range of automotive ads can be created quickly and efficiently. There are even VIN-specific ads, which typically have higher conversion rates.

7. Use Smart Digital Advertising

Since some buyers will switch between their mobile devices and desktop computers, it is important to understand where they are in the research process. Typically, those conducting research on their smartphones are looking to quickly garner important information. On the other hand, those using desktop computers have more time and tend to conduct in-depth research.

With smart automotive digital advertising, the content is adjusted to fit the type of device being used. You can even further customize the content to the type of marketing channel. This allows dealerships to create the best buyer’s journey possible.

Rather than scrolling endlessly through large chunks of content on a mobile device, car shoppers will see bulleted information that is easy to read. Those using a desktop computer will gain access to greater detailed information, which is perfect for their in-depth research.

Drive Traffic & Sales Now

These seven automotive digital advertising strategies may take time to formulate for a specific dealership, but they are incredibly effective and help convert leads into customers. In order to meet monthly sales goals, dealerships must adjust their digital marketing strategy to match the new buyer’s journey in 2021.

Digilant’s Automotive Digital Advertising Expertise

With the ever-changing modern world we live in, it’s important to have a partner on your side who can support your efforts. Digilant is a top-rated omnichannel partner with over a decade of proven success. Learn about how we recently helped one of the top luxury automotive brands during their spring sales event here.  And, when you’re ready to take the leap and learn more about how our company can support your digital marketing efforts, we’re eager to talk. Contact us here

Digital Marketing Strategies for Beauty Brand Marketers: Top 5 Trends

The beauty industry is ever-evolving and extremely dynamic. It is particularly dependent on changing customer trends and purchasing preferences. Therefore, beauty brand marketers have to face and overcome the challenge experienced by beauty brands to maintain relevance by being willing to adapt to consumer preferences and industry innovations. The following are five digital marketing strategies for CPG beauty brand marketers that should be adhered to to ensure longevity in this highly competitive market:

Digital Marketing Strategies Beauty Brand Marketers Should be Using

1. Video Presents an Interesting Opportunity

Video may have killed the radio star back in the dawn of music videos but they can save the beauty industry. A Pixability: Women’s Wear Daily study discovered that 68.5% of all views of the 200 top beauty videos were of makeup tutorials. This means more than half of all beauty videos were makeup tutorials, showing consumers exactly how to apply products. This is just one example of the power of video to elicit a customer response.

Content marketers have given more attention to videos as they have begun to understand the impact that video content has on retail sales. Unfortunately, beauty brands, unlike those in other industries, are often faced with limited budgets when it comes to making videos as part of their digital marketing strategy. Thankfully, though, with the surge of popularity in tutorial-style videos, as mentioned above, this presents a great opportunity for beauty brands to get into the game.

As a marketer, you don’t have to spend thousands of dollars to make a product ad video. Instead, you can simply feature your products in tutorials. Another budget-friendly option for incorporating videos into a marketing strategy includes utilizing content in motion on social media. These videos are up to 70 times cheaper than standard product-centric videos according to Olapic. Consequently, they also have twice the engagement than a static image, which makes videos a win, win for beauty brand marketers. Clinique used product-centric six-second videos to replace traditional display ads and saw a 70% increase in their ad recall rate and a product awareness increase of 26%.

2. Augmented Reality (AI): Dawn of the Robots

While we have seen countless movies alluding to the dangers of letting robots take over, in real life augmented reality or AI is far from dangerous. In fact, for you as a beauty brand marketer, it can be immensely helpful. Beauty brands can use AI, to allow customers to “try on” their makeup virtually. Many beauty brand leaders have embraced the technology and are combining it with virtual capabilities to give customers a truly hands-on experience without them having to set foot in a store. Not only does AI help consumers, but it also helps beauty brands themselves to know what customers are most interested in, so they can channel their efforts towards their most popular products.

For example, Smashbox was one of the first brands to utilize AI when they introduced their eye-tracking technology. This was a tool that allowed their customers to “try on” their products. When trying them on, the AI technology could measure the eye movements of the consumers and instantly know if the consumer was responding positively or not to the product. This information was vital in helping the company determine what products to carry, and they were subsequently able to increase their conversions by 27% after implementing this AI tool.

3. The Age of the Influencer

You can’t spend more than a few minutes on social media without coming across a social media influencer. While the use of influencers to push products is on the rise in every industry, beauty influencers are perhaps the most pivotal in providing a boost to the industry. An influencer is defined as someone who showcases products and then shares their opinions of said products with their audience of social media followers.

The act of seeing a “real-life person” use a product can be a tremendously influencing act. This digital marketing strategy is one every beauty brand should be embracing because the influencer is not going anywhere anytime soon. It’s all about helping your brand connect on a personal, relational level with your customers. Influencer and Beauty journalist Victoria Ceridono said the following about the power of the influencer:

“The reason why an influencer has its audience is that they [the influencer] are real and genuine.”

Social Media: Within this category, it’s important to mention the importance of a social media presence. Without social media, there would be no influencers, at least not as we know them today. As a beauty brand marketer, you must create a social media presence for your brand and maintain that presence, engaging with followers and promoting them to give feedback and reviews. The more your brand is mentioned, the better.

4. Rethinking Tradition in Terms of Business Model

When it comes to the beauty industry, most think of the traditional path of selling makeup and skincare products i.e. a crowded mall or loud department store. However, in recent years, the beauty industry has grown leaps and bounds, especially in terms of its nontraditional business models. For example, instead of traditional methods of a customer walking into a brand’s store and buying products, beauty lines are now offering subscription services like Ipsy, Smashbox, Birchbox and FabFitFun.

A wise beauty brand marketer will embrace a variety of business models. While in-store purchasing might work for some, online stores or subscription services might work better for others. The idea is to think outside the traditional confines of how to sell makeup and/or skincare. This of course does not mean that your brand cannot still enjoy a brick-and-mortar existence or have a physical presence within a mall. Instead, it is often seen as a way to reach even more customers, by making your brand accessible across both physical and digital worlds. For example, instead of merely being available to your local buyers, your brand could be available nationwide or worldwide.

5. Utilize Crowdsourcing

Crowdsourcing is another digital marketing strategy that the beauty industry should be embracing. Glossier is an example of a brand doing this well. Glossier uses its social media community to engage with consumers, asking for feedback and input. This gives power to the consumers to influence the creation of new products and gives them a sense of ownership in the brand, which creates brand loyalty.

Another example of a beauty brand using crowdsourcing is Volition, a community-focused beauty brand, whose business strategy is built around crowdsourcing. Volition allows consumers to suggest and vote on ideas for new beauty products. If a product idea gets enough votes, it’s put into production and made available for purchase. To drive further engagement and sales, consumers who submitted ideas or participated in voting are offered a 40% discount on the product. This is a good example of how a brand can use crowdsourcing to build a following, encourage engagement, and most importantly, drive sales.

What This All Means, Staying Relevant in a Crowded Market

Although the beauty industry is a challenging place to make a name for yourself, as a beauty brand marketer, you can promote your brand by adhering to the digital marketing strategies noted above. Each of the strategies discussed will help you move closer to your customers and further away from stale strategies that have long since lost their luster. If you can’t incorporate them all at first, at least try to embrace a few and then work your way towards utilizing them all. Thankfully, if you contact the team at Digilant, we can help you determine which of these digital strategies are best suited to boost your brand’s reach and sales and help incorporate them into your marketing initiatives. Contact us today to get started.

Digital Marketing Analytics Companies: Three Qualities to Demand in a Partner

Effective digital marketing analytics companies define leading campaigns. With more agencies appearing each year, however, it’s important to identify the right one for your strategy. Research shows that today, digital advertising and marketing analytics companies are the most sought-after specializations in the industry. When a brand needs to balance digital project management, content strategies, SEO, website development, and data applications—an expert’s help can make all the difference.

To maximize your digital marketing strategy’s effectiveness, you’ll need to team up with a high-quality provider. While finding specialized support can seem daunting at first, there are a few indicators of success to look for. Not every digital marketing team is created equal, after all, making one’s decisive eye worth its weight in supplied help.

Your strategy demands attention, and you should demand the best qualities in a third-party provider. Below, we’ve listed the three most important qualities to look for. They’ll help you cut through the white noise of today’s abundance of offers, first and foremost. But they’ll also align your brand with a partner who prioritizes it.

Let’s get started.

Quality One: A Strong Online Presence

The best indicator of quality, when it comes to digital marketing analytics companies, is their digital presence. Not only does a positive public perception fortify their claims—but it also reveals an incredibly valuable trait. And it’s one not immediately recognizable, in other cases:

A strong social media presence.

Chances are, you’ll need a provider capable of managing, micromanaging, aligning, realigning and expanding upon your current strategy. Analytics companies might be specialized in data gathering, but many fall short when it comes to data application. Prominence across the web displays effectiveness in today’s most valuable locations of public outreach, like Facebook, Instagram, Twitter and LinkedIn.

It also implies the ability to create and manage email-based analytics, generate higher clickthrough rates and fine-tune existing SEO strategies. No resource should remain untapped, nor should any digital platform be off the table. Today’s leading strategies can certainly succeed by prioritizing some platforms over others, but a multifaceted approach to the online world’s many channels is critical. So, when browsing for the right team member, opt for the one whose familiar with the digital spotlight—as they’re best suited to introduce you to it.

Quality Two: Research Devotion

Center stage appearances aren’t all that matter, of course: A high-quality company needs to be capable behind the scenes—and they should be ready to give you a glimpse, upfront. If you’re going to perform an online marketing campaign, you’ll need a provider just as dedicated to data research, analysis and implementation.

This research should cover multi-industry metrics proven to work—but it should also cover your own industry in great detail. Every campaign begins and ends with high-quality research, and specialized assistance is absolutely required. The best digital marketing analytics companies not only understand this, but live and breathe it. This can be tough to identify, at the get-go, as a company’s best approaches to analytics tend to be revealed behind closed doors. Even so, there are a couple of ways to identify providers who always pursue new information, new strategies and new ways to connect with their clients.

As a rule of thumb, pay close attention to which providers balance a competitive nature with true passion: a dedication to lifelong learning which isn’t afraid to be unsatisfied with current results. It’s important to choose a provider which won’t endanger your brand, of course, so the third-party provider to seek is one that assures safety regardless of current, and future, market conditions. At the same time, their pursuit of new solutions in the wake of current industry trends will be invaluable. It’s the practice of innovation, and it’ll set your brand up for success quickly.

Quality Three: In-House Work

One of the most important qualities of top-performing analytics companies is their focus on in-house coordination. Your provider shouldn’t need providers of its own, and you should feel comfortable knowing they don’t contract other third parties. This is an increasingly vital trait to seek, too, as organizations, every year, find themselves risking data integrity simply by connecting with an analytics provider.

A company capable of sustaining itself, data-wise, alongside yours will conversely maximize their value. This approach to digital marketing solutions is a major differentiator across the industry, and it’s the hallmark of a provider who understands the ins and outs of ground-floor work. Even more importantly: It’s the best identifier of a provider well-versed in the art of creating solutions—even in the face of tough situations.

A great way to identify this quality, when browsing providers, is to check out their online reviews. A company’s clients, more often than not, are the best references of quality. Green flags to keep an eye out for include reports of constant action, self-responsibility and the application of highly relevant data. Even though past clients may not be keen on explaining the exact strategies used to boost their success, their overall take on a provider, more often than not, indicates enough.

The best providers are those capable of adaptability, but they’re also the most organized. These two devotions are difficult to balance, in any regard. For this reason, the qualities above, when combined, will highlight the digital marketing analytics companies worth your time.

Pairing Passion with Persistence

Here at Digilant, online marketing is our passion—and data analysis is our time-tested-and-true tool. We’re constantly updating our own strategies to enhance yours, supplying the custom-tailored solutions your next campaign needs. Today’s digital marketing world has plenty of options available, but we’re here to supply the best.

So pair your lifelong creative passion with ongoing innovation, and empower your strategy with the industry’s most dedicated providers. Digilant is here to open the doors of opportunity, and to guide you through them. Contact us today!

The Top Mobile Marketing Analytics Metrics to Set Goals For

Our digital world is more connected than ever. As mobile apps utilize geolocation services to guide local business locations, cross-channel social media strategies inspire real-time product reviews. Multimedia-based posts today can determine a marketing campaign’s bottom line. Likewise, e-commerce sales can be influenced by user reviews alone.

Because we have so much mobile-bound data to work with, it can be tough to identify the most relevant. Mobile marketing analytics is never an easy task, especially when digital trends change constantly. So, how can we set proper goals?

We’re in luck, as some mobile data analysis approaches prove to have long-lasting potential. Even though plenty of strategies exist, some can circumnavigate app stores’ tricky waters, mobile search, and even geolocation services. The metrics listed below are your best bet—and they’re entirely targetable with the help of a specialized service provider at your side.

Metric One: App Store Ranking

The most effective digital marketing campaigns utilize mobile apps to inspire, convert and empower their audiences. Even though the Apple and Google Play app stores are packed with apps, it’s still possible to boost your own visibility. About five years ago, mobile users simply downloaded apps based upon search results. Today, app store rankings themselves determine downloads.

To optimize your app’s downloads, you’ll need to efficiently apply your app’s keyword-based description—as well as its title. Achieving top rank, of course, requires constant, top-rank performance. Between marketing your app, rolling out updates and optimizing its UI, seeking assistance is the best way to balance your keyword power.

After all, Cost Per Acquisition, or CPA, requires a specialized approach to effectively convert mobile users. Specialized, third-party help is pursued by most app creators for this reason, as they’re capable of enabling your tech infrastructure growth efforts while handling keyword utilization, feedback analysis and highly intuitive download insights.

The great thing about app store rankings is their compounding nature: If your app reaches top rank, its visibility alone can accrue mass conversions. Even so, the process does require constant analysis and fine-tuning. However, in time, your team’s mobile presence can become the most definitive—spotlighting your brand’s best features across multiple app store stages.

Metric Two: Mobile-Based AOV

AOV, or Average Order Value, measures your mobile shoppers’ purchases based upon mobile usage. While mobile-based AOV is normally applied to app-based purchases, it’s also applicable to mobile search, mobile landing pages, and even cross-channel strategies grounded in brick-and-mortar locations.

There are many AOV variables, of course, and it can be tough to improve your brand’s offers based upon seemingly unpredictable factors—such as last-minute purchases. Fortunately, the brand decision-makers of today have found ways to leverage these variables with powerful incentives. Strategies like last-minute promotions, for example, are known to have incredibly high conversion rates when applied correctly. Meanwhile, discount codes, coupons, and on-location mobile check-ins can bring a mobile marketer’s strategy to new heights.

Much like your app store ranking, however, it’s optimal to take a ‘divide and conquer’ approach alongside professional providers: As your team focuses on engagement and creative promotions, your partner can supply the mobile marketing analytics to drive them.

Metric Three: Ad Spend Return

While CPI, or Cost Per Install, is a leading mobile metric to consider, your mobile strategy’s return on ad spend shouldn’t be ignored. CPI is driven by your overall advertising costs related to their resulting installs. As such, knowing the efficiency of your ad spend is a great way to master your mobile marketing campaign.

This is why a lot of mobile app marketers have shifted towards ad network analysis, in general. By defining exact values from ad-generated installs, one can expand their ad reach. As a rule of thumb, the ‘ad spend’ first approach does require a lot of attention. Not only are there major networks to choose from—such as Bing and Google—but there are numerous, smaller networks to consider, too.

Today, the hundreds of ad networks span across geo-local networks, programmatic networks, affiliate networks, and more. Each network specializes in different consumer segments, and your own consumer segments will likely shift between them. Here, effective mobile marketing analytics strategies are possible when opportunity costs are the focus. With this in mind, opportunity costs shouldn’t be analyzed alone—despite appearing easy to tackle.

Instead, it’s best to direct your team’s efforts towards optimizing your ad-based revenue on a user-to-user basis. This can undoubtedly be a little intimidating to approach, of course—and even more intimidating to persist with. To effectively anticipate your strategy’s overall CPI, it’s best to team up with providers focused on ad spend analysis.

Mobile Marketing Success: Quality over Quantity

Whether you’re rolling out a new app, focusing on mobile social media promotions or creating new paths to an online storefront, the best approach will always be one that prioritizes the consumer’s time. Today’s mobile users are exposed to thousands of mobile ads per day. They’re also a highly active mobile messaging bunch. In a digital world packed with mobile content volume, adding to the overall ‘information overload’ pool tends to weaken even the most high-quality mobile campaigns.

To deliver value-packed, mobile-based discounts, insights, content and in-store offers, by and large, is to align your brand with success. Providers like Digilant have pioneered the top strategies to achieve these goals, optimizing the modern mobile marketer’s strategy with instant insights derived from the digital world’s most valuable data. To communicate with your mobile customers, you’ll need to break through the clutter. To break through the clutter, you’ll need to foster long-lasting relationships with your mobile fanbase.

Check out the great options today’s specialists have in mind and craft your next campaign with the mobile marketing analytics tools honed for success. Digilant is here to help, empowering your strategy from the ground up. Contact us today!.

Using Data Analytics and Digital Marketing to Build Your Marketing Strategy

When creating an effective marketing strategy for your brand, data analytics must be at the core of your digital marketing efforts. Brands must continuously create personalized experiences for their products and services because today’s customers want the best. Utilizing data analytics to drive digital marketing, guide your business goals, marketing strategy, product development and engage and retain customers.

Data Analytics and Your Brand

There are a number of data analytics that can be useful to your digital marketing strategy, but how can data analytics and digital marketing support your strategy? Here are 5 ways:

The Right Data

You can’t make effective marketing decisions without accurate data. If the data is used incorrectly, you can harm your digital marketing strategy. Start with your key performance indicators (KPIs) to measure campaign performance. These analytics can include how many people come to the site, who signed up for email, landing page visitors, and more.

Know the channel, Know the audience

Data analytics play a big role in determining who your audience is and who you should be targeting. This helps build personas to build your digital marketing strategy around. You’ll know what campaigns to create, which types of ads work best, and what content to use in your email marketing piece. Your different demographics also help determine what channels and methods to use that will reach your audience. This helps optimize your content and messages to work more efficiently.

Use the right keywords

Data analytics and digital marketing work well when using the right keywords. The data lets you know what the audience is searching for when looking for products and services. This helps you target audiences with those keywords to drive traffic and learn new keywords to use. A keyword tool can also provide insight on which keywords are being used by your competitors. These keywords should be used on social media, in the content on your website, within your call to action, and other digital marketing tactics used.

Optimize

Your past data can predict your future outcomes of the campaigns used in your digital marketing strategy. This helps determine what works and what doesn’t. Proper optimization helps determine what budget should be used or changed. You can also optimize your campaigns based on audience demographics or personas based on product or service.

Show the ROI

The marketing team is responsible for ensuring their budget is right and is working. Digital marketing allows data to demonstrate how the ad spend is being utilized and how it affects profit. Tracking parameters based on different metrics provides real-time, up-to-date data to help make decisions. How can you determine your digital marketing ROI? This equation should help: Your Total Revenue For Digital minus Your Total Cost of Digital Marketing.

Tools Make the Difference

Data analytics and digital marketing doesn’t work if the right tools aren’t in place. These tools can help gather insight, test new methods and ideas, monitor activity, and tie those activities back to revenue:

1. Event-Based

Event-based or click tools monitor the actions of a user at all your brand’s touchpoints. This could be in an app, on a platform, or website. These tools include app analytics platforms, marketing automation, and web analytics. One of the popular tools is Google Analytics. If you’re looking for in-depth information on unique visitors, this tool answers the questions of what people are doing when they visit your site, the pages viewed, how long they stayed on the site, and more. This helps shape the right strategy for your brand to deliver better results.

2. Testing

A/B testing helps test different variations of your website’s features, a social media platform, or app. This gives your brand real data and insight on how to improve your product by learning what customers like and how to convert. Most digital marketing strategies include push notifications, email, SMS, web-hooks, and in-app notifications.

3. Visual Behavior

Data analytics for a digital marketing strategy provides insight into what’s going on in the website, social media platform, or app when being used. Most analytics present the information as a heat map, showcasing the sections that are consistently clicked or trafficked. By using visual behavior, brands can rearrange how they operate digitally to improve the customer experience and offer better services.

4. Digital Marketing Analytics

There are a number of tools collecting data from advertising and marketing channels. This includes search engine optimization tools like Google Console to measure search traffic on a website and performance to fix any existing issues. Social media analytics indicate whether the strategic efforts of a brand are gaining traction. Search engine marketing (SEM) and the paid advertisement shown. This type of tool allows your team to research keywords, track spending, and more.

5. Display Ads

These types of analytics center around display or banner advertising which is important in getting customers to click through to a landing page to purchase or subscribe to a service. Your team can track click and conversions, how many people engaged, and more.

6. Predictive Analysis

This historical data helps marketers identify potential customers and market other products that customers may be interested in based on their target audiences. This also provides insight on which products may work during a cross-sell.

Digilant’s: Your Data Analytics and Digital Marketing Partner

Customer data, operational data, and financial data can help your brand’s marketing strategy to engage and retain customers, create value and have a strong ROI. The team at Digilant has the expertise and experience to help formulate strategies utilizing data analytics and digital marketing tools. When you are looking for actionable business insights grounded in data to make the best decisions, our team can get it done. For more information on utilizing the power of data analytics and digital marketing, contact us today..

 

The Rise of New Video Advertising Formats

Between cable watchers, cord-cutters, streamers, and all that fall between, the video landscape continues to become more fragmented with the ways consumers watch. Pair these changes with increased screen time since the onset of COVID-19, and people are increasingly turning to video channels as a source of both entertainment and information.

With the staggering amount of video channels advertisers have to choose from when crafting a media campaign, it is helpful to understand the differences and benefits of each one. Keep reading to learn more about the different video advertising formats advertisers can use to reach viewers. 

Popular Video Advertising Formats for 2021

In-Stream Video 

When it comes to in-stream video across mobile, desktop, and tablets, consider it a catalyst for spreading awareness and reinforcing brand positioning to reach your audience by serving ads on relevant sites tailored to your message and market. It is also a great addition to a plan with lower-funnel channels such as Display, Paid Search, and Paid Social to create an omnichannel, full-funnel experience from awareness to action.

Given the busy nature of customers online today, it is essential to ensure that advertisers design a brand message and creative that catches the users’ eye. Here are some key considerations when crafting your video advertisements:

Identify your ultimate campaign goal: Are you looking to drive users to click through to a website while they are watching? Or is it more critical for them to finish your ad to get the full message from start to finish? 

For Clicks

Focus on developing a clear call to action throughout the video, such as “Click Now” or “Visit Our Website.” A call to action can be displayed as text on the bottom throughout your video or highlighted in other visuals. In these cases, prioritize longer videos between 30-60 seconds so that there is ample time for the user to gather the information they need and decide whether or not to click. 

For Completes

Incorporate a signature hook and cohesive story in the video to draw the audience in and keep them interested from beginning to end. Keep the video concise and to the point, around 15 seconds, so that users can watch the entirety with ease.

While video has been around in the advertising world for some time now, it is constantly taking new shapes and forms. For instance, in addition to standard video, other forms of video include Native Video, which serves directly within the natural feed of a site’s content, and high impact video, a video style that comes in large screen formats such as “skin overlays or homepage takeovers.

Connected TV & OTT

According to eMarketer, people without traditional TV services (cable or satellite) will outnumber those with it within the next three years. Alongside this migration to the expanding list of streaming platforms and smart TVs, a whole new method has emerged for advertisers to reach users via video.

Like standard forms of video, CTV and OTT provide a great way to spread awareness among your audience in a highly visual format. CTV/OTT also has high viewability and completion rates, meaning within this channel, you have the full attention of your audience uncluttered by other ads. Similar to standard video, if your team is looking for a full-funnel approach, utilize CTV/OTT for awareness and brand perception, and follow up with another ad in channels such as Display, Video, Social, or Search to drive a desired action by the user. 

Social Video 

Social is an integral part of how we stay connected to the world and is a way to discover products or services. According to Animoto, video content ranks as the top content type that users want to see from brands on social media. With that said, as an advertiser, there can be an overwhelming amount of social platforms to choose from. Here are the top tips to keep in mind when deciding which platform is best for your brand.

YouTube

Since the early 2000s, YouTube has been an outlet for valuable information plus amusement and leisure. It is also one of the most common search engines globally, proving itself to be a major contender when deciding on a Social video platform. Youtube can attract users during all decision-making stages, from awareness to purchase. Sample video placements include in-stream video, discovery ads, and bumper ads.

Facebook & Instagram

These platforms provide a wide array of formats to choose from based upon the nature of your campaign or vertical – from Stories to Instagram & Facebook Feed videos and Explore page videos. 

Tik Tok

Tik Tok, a platform that has exploded in popularity over the past year, provides a seamless reel of content to consume. With their in-feed and brand takeover ads, Tik Tko also offers a unique opportunity to reach a younger audience – 41% of its users are between the ages of 16-24. 

Snapchat

Snapchat thrives with its creativity and interactive formats. Ads are also ordinarily short and sweet – according to Snapchat Ads, 0:03 – 0:05 is the best length of a video to drive action.

LinkedIn

For B2B plays, utilize LinkedIn native video ads to ensure you are reaching users in a business mindset as well as to get granular with title and B2B interest targeting. 

Twitter

Launch a Twitter video campaign to gather views, followers or amplify a promoted tweet campaign. According to Twitter, there has been an 84% year-over-year increase in watch time on their platform, showing that users increasingly turn to Twitter as a video media outlet.

Pinterest

With its inspirational nature, Pinterest provides a great opportunity to reach niche interest audiences in contextually relevant formats. One of Pinterest’s top tips for seeing engagement on ads is to pick a strong cover image to draw the user in before watching.

How Digilant Can Help with Your Digital Video Advertising Strategy

Digilant works with top-tier DSPs such as The Trade Desk, MediaMath, DV360, and Xandr to execute digital video and OTT and CTV campaigns, as well as running managed service across all major social platforms. Our team of digital media experts provides insights into where your audience is online, their propensity to consume certain forms of video content, and strategic channel recommendations to ensure you reach all of your digital video advertising goals. Interested in learning more about Digilant’s video solutions? Let’s talk

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