The way that healthcare and pharma consumers, both B2C and B2B, interact with brands is undergoing a massive shift. Consumers are spending more and more time on digital and consuming content on emerging channels like Connected TV (CTV) and digital audio. And healthcare and pharma brands are wanting to go beyond offline channels like TV to drive brand building and sales – and they are looking for data to do so as effectively as possible. Brands in healthcare and pharma are leveraging data not only to better communicate with consumers, but to learn more about them — not just as data points, but as patients and physicians — to deliver more personalized experiences.
The goal with data is to make it actionable. And for advertisers working with Digilant, actionable data is one of the most important tools that can be used to drive connectivity between consumers and brands.
We’re excited to share that Digilant has partnered with Lasso, the world’s most comprehensive platform for healthcare marketing and analytics, to deepen our commitment to bringing smart, healthcare, and pharma digital marketing solutions to advertisers.
Today’s most successful healthcare and pharma digital marketing teams recognize that both patient-level and physician-level data is critical to driving brand awareness and growth. Harnessing the power of over 40 billion medical claims and RX transactions made available from data sources like DMD Connects and Purple Lab, healthcare and pharma brands can reach and engage highly targeted audiences across both traditional and emerging digital channels including programmatic, email, social, connected TV (CTV), and beyond.
“Along with the fast-growing healthcare sector and focus on consumer privacy, the healthcare and pharma industries need access to accurate and privacy-safe data and insights more than ever,” said Raquel Rosenthal, CEO of Digilant. “We are thrilled to have found a partner like Lasso who is leading the charge for healthcare marketers and creating opportunities for impactful connections between brands, physicians, and patients.”
Lasso is the world’s first and only omnichannel healthcare marketing and analytics platform that allows you to plan, activate, and measure your HCP and DTC campaigns across programmatic, social, email, and connected TV — all in one place. Learn more.
Abi-Rashed joins the team to further accelerate Digilant’s growth during 2020 — driven by the rapid onboarding of new business and strengthening of existing client relationships. Additionally, the onset of the COVID-19 pandemic brought with it an increased demand for omnichannel media strategy as emerging channels such as Connected TV (CTV) and Audio skyrocketed in popularity among consumers. In fact, eMarketer and Statista are projecting significant growth in CTV ($11.36 billion) and Audio ($3.1 billion) in 2021. Digilant has seen 2X growth for both CTV and digital audio or podcast spend among its clients in the last year.
“As we continue to dig in with our unified approach to use algorithms and machine learning to inform marketing decisions and grow our client portfolio, we’re thrilled to welcome Sandra to the team. I can think of no better leader to ensure our commitment to client service aligns with our business goals.”
Over the past year, advertisers quickly pivoted their marketing strategies, embracing a digital-first approach. They promptly shifted any day-parting strategies away from that previously sought-after commuting time. New creative formats like high impact and native advertising were utilized to stand out amongst the digital noise. And, new audience targeting tactics were quickly implemented to ensure nimble budgets were optimized.
Now, a year later, as advertisers grasp what is working, we’re faced with another change. As guidelines change and restrictions lift, you may feel the pressure to make a quick pivot again.
There’s a silver lining. Many of the trends and consumer behavior changes brought about by the pandemic are now projected to continue long after it’s over. So, although re-implementing more digital out-of-home, geo-fencing, or foot traffic studies are smart investments as people return to a more normal routine, you don’t have to rethink your strategy altogether.
Below we’ve outlined the top 3 digital marketing trends brought on by the pandemic but are here to stay and worth the continued investment. Additionally, we’ve included tactics and channel recommendations to help you zero in on these trends to remain in lock with consumers.
3 Pandemic-Proof Digital Marketing Trends
1. Amazon Shopping Gives Google a Run for its Money
Amazon’s rapidly growing popularity outdates the onset of the pandemic. However, you can’t ignore the drastic boom the company saw over the last year and how it’s paved the way to increasing popularity in online shopping. In 2020, US e-commerce sales grew 44%, and Amazon accounted for a whopping 31.4% of that growth.
It will come as no surprise that the online shopping giant has solidified its number one spot, rounding out the year with just under $300 billion in revenue. However, what may come as a surprise is their growing power in search.
People have long seen Google as the search powerhouse, but more consumers now start those on Amazon than on Google when it comes to product searches. To break down the numbers, 67% of online shoppers begin on Amazon, while 35% begin on Google.
Digital Marketing Recommendation: Shopping Ads on Amazon and Google
Advertisers shouldn’t abandon Google search ads; after all, more than ⅓ of shoppers still turn to this search engine as their top choice. However, if you haven’t implemented an Amazon shopping strategy, the time to start testing it is now. You can implement keyword-based shopping campaigns that promote online and inventory and drive sales.
2. CTV Surppases Cable
Over the COVID-19 pandemic, streaming platform saw a dramatic boom in subscribers and viewers. Netflix, for example, reached 200 million paid members globally, 37 million of whom signed on to the service in 2020.
As more streaming platforms enter the market, this trend isn’t expected to slow down. People will continue to opt for these viewing options more and more. So much so that the households advertisers can reach with streaming now outnumber those reachable with cable, 84 million and 78 million households respectively (according to the TradeDesk).
Whether cord-cutters, cord-shavers, or cord-nevers, consumers opting for Connected TV (CTV) and over-the-top (OTT) viewing is quickly growing, and advertisers have a window of opportunity to stay a step ahead of the competition with a timely investment.
Digital Marketing Recommendation: Bring Video and CTV into your Omnichannel Strategy
CTV and OTT’s historical use has been for top-funnel strategies used to drive awareness. With a strategic retargeting tactic in place, this is an excellent investment for brands to make. For example, a consumer sees your video ad while watching their favorite program, and then as they’re browsing, they’re targeted with a display ad, keeping your brand top of mind.
However, with attribution and measurement solutions in play, advertisers no longer have to rely on CTV for top-funnel messaging. Now, advertisers can measure the impact these specific ads have on conversions and sales.
So whether using CTV ad placements for awareness, consideration, or conversations, it’s a wise investment to make to improve your omnichannel marketing strategy.
Just as we’ve seen in the CTV vs. linear tv research, digital has reigned supreme in the audio world, as well. At the start of the pandemic, industry experts were worried about this channel. As most people no longer commuted, the usual time for tuning in, predictions indicated that listenership would decline. However, the reality was just the opposite. According to eMarketer, time spent with digital audio increased 8.3% to 1:29 per day; and, it’s expected to increase another 4.8% this year.
Whether people are streaming while working from home, in their car, while working out, or as people head back into the office and that commuting window returns, digital audio is an excellent investment for advertisers moving forward.
Digital Marketing Recommendation: Podcast Advertising
In the realm of digital audio are podcasts, which alone have grown 16% year-over-year. Advertisers can layer on location, behavioral, contextual, and first-party data to reach audio listeners. Podcast advertising also gives creative flexibility to brands as they can choose between pre-recorded and host-read podcasts.
Implement Emerging Channels into your Digital Marketing Plan Today
Today’s consumers spend, on average, 5.4 hours on their mobile devices. As digital consumption continues to grow, new trends, channels, and tactics will emerge for advertisers.
It’s important to say in step with these behaviors and trends so you know you’re making the most of your advertising dollars. Whether it’s Amazon, CTV, digital audio, or other channels consumers have flocked to over the past year, with strategic data-driven digital ads, you can ensure you’re not missing opportunities to get your brand in front of consumers.
Digilant: Digital Advertising Partner Raking You From Now to Next
At Digilant, we pride ourselves on staying in step (even a step ahead) of these consumer trends. We know that understanding what’s to come and what’s popular with consumers lends itself to more strategic, better-informed media proposals and strategies for our clients.
Our team of planning & insights strategists are skilled researchers, diving into data sets and industry news to ensure our clients are prepared for the future of digital advertising. So if you’re ready to take the step and build a digital advertising strategy built to take you from now to next, we’re eager to talk. Contact us today!
Looking to learn more about Covid-19 driven digital advertising trends that are here to stay? Our latest webinar covers the top digital advertising trends that we’ve seen – and will continue to – dominate this year. Watch our webinar on-demand: 2021 Digital Advertising Trendshere.
At the start of 2021, 70 million households maintained cable subscriptions, while at the same time, advertisers could reach more than 84 million households via connected streaming TV services (according toStatista). These numbers indicate that we’ve finally reached the tipping point where more consumers are choosing streaming services than traditional television formats like cable and satellite.
What does this mean for advertisers? It’s time to make the switch to digital advertising formats like Connected TV (CTV).
And many already are. Earlier this week, eMarketer released CTV ad spending projections across the next three years: expecting it to hit $13.4 billion this year, $17.4 billion in 2022, and $21.4 billion in 2023. Every CTV provider – Hulu, Roku, Tubi, etc. – is expected to see an increase in ad revenue (see chart right).
After seeing these numbers, you may say to yourself, “just because everyone is doing it doesn’t mean I need to.” This notion is correct. As with any up-and-coming ad format, brands and advertisers need to analyze the channel and decide if it is suitable to implement into their respective omnichannel marketing plans. Based on goals, you need to know how a channel will push your campaign in the right direction of achieving your desired KPIs.
So, to help guide you in making that decision, we’ve outlined seven of the top benefits advertisers see when choosing to implement connected TV and how it complements the other channels you may already be using. Let’s dive in.
What is Connected TV?
Connected TV (CTV) is a smart device where users can access streaming television, live television, and the internet for apps/browsing. This includes both devices with a built-in internet connection with pre-installed apps, such as a smart TV, and separate devices that use an internet connection to access content through the television as the display mechanism, such as an Amazon Firestick. Some of the most popular are Roku, Amazon Fire TV, Apple TV, Xbox, and Playstation.
How is it different from OTT?
OTT (over-the-top) is content where users stream television content through networks or devices accessed on any device, including Smart TVs, mobile smartphones, tablets, & laptops. Popular OTT providers include Netflix, Amazon Prime, Hulu, Disney+, and HBO Now.
Although OTT and CTV are different functions of internet-accessed content, many times they are used interchangeably, and when buying ad placements, you can purchase them across both OTT and CTV, or separately. So, for the purposes of this blog, CTV is used to encompass both OTT and CTV.
7 Benefits of CTV Advertising
1. Reach the growing cord-cutting and cord-never audiences
Whether cord cutter, cord shaver, or cord nevers (see chart below to understand the difference), the number of houses that are tuning in to connected television is growing and quickly outnumbering households with traditional TV formats. About 72% of households are reachable via connected TV.
As audiences skew younger, CTV grows more popular. 86% of millennials and Gen Zers watch their favorite programming on CTV.
2. More cost-effective to reach premium networks than linear TV
Many advertisers aren’t able to meet the minimums with linear television. Rather than buying into a television network with CTV, there is flexibility in choosing a price structure: cost per metric (1,000 views) or cost per completed view (CPCV). basis, making it more affordable to reach your audience on the big screen.
3. Additionally, More Unique Opportunities with CTV than linear TV
In addition to flexible pricing, CTV reporting is more robust than you typically get across linear TV buys. Advertisers can see what audiences segments of different networks so they know who is viewing their ads.
Another unique opportunity advertisers have is to run high-impact creative across CTV. For example, a QR code to drive users to convert, or a store locator to drive them to the nearest store to purchase the product.
4. 100% fraud-free and brand-safe curated CTV marketplace.
One of the biggest concerns advertisers face when creating their omnichannel marketing plan is ad fraud. When incorporating CTV, you’re purchasing via Private-Marketplace (PMP) or an Open Auction, eliminating all ad fraud and brand safety concerns.
An open auction occurs on actively managed supply via major players such as SpotX, Samba TV, and Freewheel. A private marketplace buy is through a curated marketplace giving advertisers privileged access to premium publishers that are:
100% ads.txt verified
5. High completion rates, 100% viewable
Continuing in the realm of ad fraud, advertisers are understandably concerned about viewability. As we shift more and more to a digital world and advertisers and consumers are more accustomed to digital ads, advertisers want to ensure their message is received. CTV is the ideal format to justify these concerns.
Unlike other digital video formats (which have tremendous benefits of their own), CTV is non-skippable; consumers have to watch the ad to the end to continue viewing their programming. This is why the industry-standard benchmarks sit at 94% video completion rate (VCR) and 100% viewability.
6. Apply contextual targeting to reach your audience through relevant content.
For advertisers who have long relied on linear television advertisements, it’s essential to understand that CTV not only allows you to reach a growing audience but also allows you to target your desired consumers better. When investing in linear television ads, you’re paying for your ad to reach all viewers with different demographics and contextual attributes. Some may be interested in your product, some may be part of your audience, but some may be neither, and in turn, you’re wasting those critical ad dollars.
With CTV advertising, deliver ads to contextually relevant placements through pre-determined content categories, ensuring that you reach consumers interested in your brand or product. For example, at Digilant, we use device ID technology to reach households within your target audience that use CTV devices.
7. Track online and offline sales with attribution partners to measure the campaign’s impact on performance
CTV has long been considered a channel suitable for the awareness and consideration stages of an omnichannel marketing plan. As most CTV ads aren’t clickable, advertisers have difficulty trying the ads to actual sales.
With various measurement and attribution solutions available, advertisers now have access to this data, how the ad ties directly to sales (both online and offline), justifying this ad format for all stages of the buying journeys.
At Digilant, we use our partnerships with MediaMath, The Trade Desk, and more, which gives advertisers the ability to measure the impact of CTV on sales lift, track exposure across your CTV/OTT campaign, and tie it to offline sales with measurements including:
Viewer response and impact by weekday/daypart, device type, creative, campaign flight, app, etc.
Audience overlap and deduplicated reach by publisher
Key metrics such as frequency, conversion rates, and cost per visit
Reach, frequency, and recency analytics along with impressions and responses by geo.
How CTV complements other channels in your omnichannel marketing plan
As mentioned above, CTV is a channel that can be used across every stage of the buying journey. With solutions such as cross-device and sequential messaging, advertisers can continue conversations with consumers once they view a CTV ad. For example:
CTV and display: Once a consumer watches a CTV ad, it is followed by strategic display ads with a timely call-to-action
CTV and paid search: Once someone familiarizes themselves with (or is remind of) your brand with a CTV ad, they inevitably search for products or services to buy. A paid search campaign ensures that search benefits your brand.
CTV and paid social: Just as consumers are streaming video more, they are also more active on social media. So as they browse their social feeds, you can follow up a CTV ad with either display or video ads.
The benefits of CTV clearly outline why advertisers are making the switch to this digital-first channel. First and foremost, more consumers are tapping into this TV-viewing form. But beyond the growing viewership, the flexibility, pricing, and audience targeting abilities make it a clear winner.
The icing on the cake? Advertisers can track all marketing efforts in one place with robust measurement and attribution. With these tools, brands have a clear, overall picture of how all digital channels are working in conjunction to take their omnichannel marketing plan to success.
Digilant’s CTV solutions are built for your brand
Digilant is an omnichannel digital marketing partner built to take brands from now to next. We are a team of media experts, hungry to understand the latest and best digital advertising channels and position our solutions to best suit our clients.
With the ever-growing popularity of video watching, we recognize the importance (rather, necessity) of a solid digital video solution, CTV included. Our savvy planning and insights strategist makes an informed decision based on your goals (clicks or video completes, for example) where your digital video will perform best. From there, our strategic partnerships with MediaMath, The Trade Desk, TVSquared, top publishers, and a robust curated marketplace ensure your ads are served across premium placements. And finally, we tie it all together with custom-built, automated, holistic analytics services to allow our clients to visualize their data, all in one tool.
Are you interested in learning more about our CTV solutions? We’re eager to talk more about how we can help you reach your goals. Contact us today.
Luxury brands have long relied on the in-store shopping experience to lend the majority of sales. Statista found that in 2018, only 10% of all global luxury good sales were made online. But, as we’ve seen over the past year, the COVID-19 pandemic has pushed more consumers to shop online across all verticals, luxury goods included. And, more recent studies have shown that these online shopping trends won’t slow down post-pandemic. So for luxury brands who have historically relied on a memorably lavish in-store shopping experience, the question becomes how they can replicate this sought-after experience in a competitive online environment?
Luxury brands need to implement personalized, data-driven digital advertising campaigns to reach audiences and stay a step ahead of the competition. Utilizing strategic tactics across relevant channels will create a seamless omnichannel experience that digitally mirrors that of which buyers are used to experiencing in-person.
At Digilant, we know that every successful digital marketing strategy begins with thoroughly researching and understanding your audience, so before we jump into our channel and tactics recommendations for luxury digital marketing strategies, let’s consider…
Expanding (and reconsidering) Your Target Audience
As luxury buyers shift to an online format, it will be more difficult for brands to benefit from the browse and buy, sales representative support of in-store shopping. Meaning, it is essential to thoroughly understand who your audience is and where they spend time online.
Even for brands who have traditionally had a clear understanding of their target market, in the fast-paced, trend-shifting environment we live in, it’s important to ask yourself these questions about your audience continually:
Who is buying my brand? What are their demographics and psychographics
What triggered them to buy from my brand?
Where can I reach them? Where do they spend time online?
This practice might reveal audience segments that you weren’t targeting previously, opening a wider pool of potential buyers. For example, traditionally, one thinks of males as the largest group of diamond purchasers. However, The Plumb Club found that today women ages 25-40 represent one-third of US diamond sales, and over 50% of millennial women with a household income of $75,000 or more make their own luxury jewelry purchases. Driven by a desire to get precisely what they want, reward themselves, or simply just because this is a clear indicator of shifting luxury brand buyers.
5 Luxury Digital Marketing Strategies to Reach Buyers
1. Creative Strategy and Planning
Luxury brands are synonymous with glamor, polish, exclusivity, and digital ads need to evoke all of those emotions. It can be challenging to pinpoint precisely what ads will resonate with consumers. Still, a data-driven creative strategy will ensure the best messaging, visuals, and ad format are used to drive audience engagement. Investing in innovative ad formats such as dynamic creative optimization or social to display ensures that consumers see the best of the best content, which they expect from luxury brands.
2. Email Marketing
Email marketing has been a long-time friend of digital marketers as 82% of consumers open email from brands, and this channel achieves an estimated ROI between 2500-3600%. Luxury brands have the power to use this tool to separate themselves from the vast email spam and create powerful, personalized, and informative experiences with their customers if appropriately executed.
Luxury brands need to think of their email marketing strategy in the same regard as their in-person assets. The templates and imagery should be as customized as a brochure or magazine. The content should be as helpful as an in-store sales representative. The offer, incentive, or product highlights should be as memorizing as an in-store display. Finally, and most importantly, these emails need to feel exclusive and personalized, straying away from generic email blasts that customers are accustomed to from other brands.
3. Paid Social
As mentioned above, the luxury buyer is changing, and one of the most significant changes is that the buyers are skewing younger. In 2019, 39% of luxury spending was from Millennials and Gen Z, and by 2026, as their income and disposable income increase, they’ll make up 60% of the expenditure. With a younger audience comes a greater opportunity to reach them on social media – both organically and paid social advertising placements.
In 2020, Marketing Charts found that millennials spent over 2.5 hours browsing social media every day. This time isn’t just spent connecting with friends; this age group (and Gen Z) are looking to interact with brands, discover new products, and, more recently, actually buy directly within the app. Shoppable content is one of the technologies consumers are most excited about.
4. Influencer Marketing
In similar regard as paid social, influencer marketing gives brands a window into younger millennials and gen z audiences. For example, 66% of consumers ages 18-29 and 61% ages 30-44 trust product reviews from influencers online, more so than celebrities, even. But, consumers aren’t just admiring these influencers; they are actually driving them to make purchases. A recent survey by Twitter found that 40% of respondents actually had purchased something online based on seeing it used a social media influencer on Twitter, YouTube, Instagram, or Vine.
Influencer marketing is a highly effective tactic for brands to use as it provides authentic, personalized stories to the younger buyers on a channel they trust. But as luxury brands explore this channel more, they need to be diligent in who they choose to represent their brand. Companies need to strike a balance of authentic storytelling while also ensuring the influencer stays true to the brand’s image. Once luxury brands find the right fit – an influencer that their audience trusts and looks to for guidance, which also correctly represents their brand – will be a powerful tool for luxury digital marketing strategies.
5. Paid Search and SEO
Although the exact reason for purchase varies with each luxury buyer, shoppers trust luxury brands for quality and expertise – they are the leaders in their category. The expertise, craftsmanship, and industry knowledge can all be digitally attained through effective paid search and SEO campaigns.
Only 7% of shoppers start their searches with a manufacture or retailer’s name. Therefore, finding the top keywords for your sector ensures that shoppers continue to see your brand at the top of the search results as they browse, promoting your brand as the leader in information, expertise, and resources.
Finding a Digital Marketing Partner for you Luxury Brand
As you begin to research the benefits of investing in a digital-first strategy more thoroughly, you’ll quickly realize the intricacies and expertise required for each unique channel and tactic. This may prompt you to consider investing in a digital marketing partner. Just as you provide the top products and services for your customer, so does a quality digital marketing partner. Whether content strategy, audience data segmentation, technology partnerships, or platform expertise, quality digital marketing will provide top-tier service to meet your growing and changing needs. Learn more about the value of an except digital marketing partner in our blog post here.
Digilant’s Luxury Digital Marketing Expertise
At Digilant, we understand the challenges luxury brands face in a digital-first world – maintaining solid relationships with your customers across different channels while not losing the quality of your brand image. That is why our approach starts with consumer research to define target audiences, which leads to the development of an integrated marketing strategy and sets the stage for measurable performance. Interesting in learning more about how we can create custom-built luxury digital marketing strategies for our clients? Let’s talk.
Interested in learning more about the changing world of luxury brands, specifically in the jewelry industry? Download our playbook that covers:
The impact of seasonality
Changing consumer behavior
Imperatives for brands
DownloadThe Advertiser’s Guide to the Changing Jewelry Consumer here.
Managed services are not new in the digital space, but with the ever-growing amount of advertising and content options, more brands are looking into the benefits. Managed services can offer brands a wealth of information at a much-reduced cost. Digilant CRO, Todd Heger, weighs in on how these emerging channels are set to disrupt the online space.
“As the vendor landscape continues to grow, especially as we see new players in identity resolution, contextual data, CTV and audio, it’s important to find a partner that can and will do the heavy lifting for advertisers. An ideal managed service partner will be platform-agnostic and will push the boundaries on digital media strategy and execution — always with the advertiser’s goals in mind.”
To engage your target audience(s), properly implementing data is key. The best way to begin this is by using the best online marketing analytics tools. These tools help support the digital marketing strategy by measuring and managing performance.
What do these online marketing analytics tools provide? These tools may include following features or capabilities:
These online marketing analytics tools get the job done:
This is a cross-platform analytics software that helps gather information on ad impressions and content views to measure and drive attention through watching exposure, quantifying the audibility of messages, and measure viewability in-geo and in-demo in real-time. Features include data unification; video ad impressions analysis; mobile web analytics; and in-app ad measurement in display and video.
This tool uses AI-powered technology to gather data to drive decision-making. This tool has data integration, insights engine, and activation engine components with cross-channel visibility. Performance marketing is enhanced with one-click dashboards of the most important marketing KPIs. Features include the ability to centralize your marketing reporting; create expert dashboards, reports, and AI-powered insights; and optimize performance by making data actionable.
This is a SaaS platform designed for larger businesses. The data gathered through this platform is turned into actionable insights, revealing patterns and relationships within a dataset. Features include the ability to create data-driven buyer personas; uncover hidden audience segments; identification of relevant influencers and partnerships; monitor audience dynamics and trends; empower your content strategy and uncover insights faster.
This platform offers an integration with Google Analytics. Reports and dashboards that do not require IT involvement make this an attractive tool to use. Features include uploading advertising cost data to Google Analytics and the ability to push advertising data to your backend or BI system with one API. This helps analytics match advertising data to measure ROI based on sales.
This software helps measure the impact of marketing efforts and drive lasting customer engagement by listening to consumer behavior across email, web, social, and advertising channels. This software helps trigger communications across all digital channels based on mobile environment behaviors. Features include CRM integration; program and campaign analysis; an email and landing page creator; email marketing; web personalization; revenue analysis; user segmentation, user behavior tracking, and more. There is a wide range of services to choose from with no limit on the market size with a detailed market analysis.
This software provides cross-channel reports and visualization software to aggregate advertising data in any visualization tool. Users enjoy an all-in-one custom dashboard with performance details, attribution models, detailed statistics, an ad channels report, and Google Sheet integration.
This platform combines data best practices with marketing best practices. Using automated data management, total visibility into cross-channel marketing performance, integrated campaign planning, omnichannel analytics, real-time dashboards, and scorecards, and marketing KPIs. The platform delivers data aggregation, data cleansing and validation, and more.
This software provides analytics for business growth, delivering metrics on customer conversion, engagement, and retention. Features include a data explore, multi-path channels, data manager, intelligent dashboards, and a user explorer to understand customer behavior.
This tool is a sales performance analytics solution. Users get information from pre-built reports on every major sales metric. Features include custom configuration; a simple report builder; multiple data connectors; unlimited logins; custom alternative values, historical trending; insight feed; sales analytics, and reports and marketing analytics.
This software is used among the world’s largest brands across digital marketing. This tool has privacy GDPR (General Data Protection Regulation), a customer data platform, tag management mobile tag management, and a privacy enterprise. The benefits include an easy to install GDPR; easy GDPR compliance and data destiny control.
This popular software collects customers and their purchase history from websites, as well as behavioral data from different systems. Features include collection APIs, tag management support, data access, filtering and manipulation, funnel analysis, custom variables, shopping, and checkout funnels, and more. Users have access to user flow reporting, visualization and monitoring audience demographics, multi-touch attribution, predictive analytics, remarketing integrations, and more.
This tool uses a proprietary mix of search algorithms, crowd-sourcing, and machine learning. This works to provide accurate opinion data to organizations around the world. Users are able to better understand and support strategic business objectives with custom operational reporting, and custom dashboards and scorecards.
This all-in-one reporting platform gives users the ability to deliver SEO, PPC, social and call tracking reports in a PDF or dashboard. Features include SEO reporting, budget monitoring, integrations, call tracking, and campaign monitoring. Client reporting can be automated while reporting PPC progress to clients and monitoring the budget spend for clients. NinjaCat provides white label dashboards, white-glove setup and service, 24/7 support, and best practices.
Using Marketing Analytics To Get The Insights You Need
The right tools make a difference when gathering data to make good business decisions. The right data not only helps identify the right target market but indicates what tactics are working and which ones need refining. Although there are a number of tools on the market, the three most important factors are usability, need, and affordability. The online analytics tools listed are just a few on the market that address every size business and price point. From measuring media strategy to insight on what your competitors are doing, these tools provide in-depth knowledge at high levels.
The most valuable asset you can have when figuring out which tools work the best is to have a team that delivers the metrics you need using the software you can use. The team at Digilant understands the necessity of utilizing the best tools to gain the metrics and insight you need. For more information on online marketing analytics solutions and how best to implement them while working with a trusted partner, contact Digilant today.
The shift from traditional media to digital marketing was a hurdle for many at the beginning. However, today’s marketers are well-adjusted and prepared to report nearly any advertising measurement a client requests. Digital marketers are prepared to report on KPIs, conversion rates, reach, and beyond at a moment’s notice. Despite this new sense of comfort, the future of advertising measurement is changing yet again.
As the advertising industry continues to grow, new channels and expectations for measurement have emerged. What has worked for the past few years will not satisfy clients through this next decade. Even with the global pandemic, digital ad spend grew 12% to reach $139.8 billion total. Simple reports of who may have seen ads or the conversion rates are quickly growing to be an advertising measurement of the past. These top three strategies will help digital marketers prepare for the future solutions and expectations of the digital advertising industry.
1. Measure Beyond Ad Verification
The Interactive Advertising Bureau and other authoritative agencies came together in 2012 to create guidelines for the conduct of ad verification. The need for these guidelines arose from digital marketers providing a range of inaccurate advertising measurement reports to their clients. The standard for ad verification currently requires advertisers to take a step back and determine if the ad is valid, viewable, and brand-safe.
When these three boxes are checked off, digital marketers move forward with the ad. They have met the bare minimum requirements, and they are satisfied. However, this will no longer be the case as the 2020s decade advances. Bare minimum reporting will only produce bare minimum results, which may cause clients to move on to other advertisers who provide more insights for the same monthly retainer fee.
Those who want to excel beyond the industry and provide better performing advertisements will measure beyond ad verification. By looking at active time on a particular page, interaction rates with an ad, and other metrics, digital marketers can understand the effectiveness of their advertisements. With this information in hand, they can determine how to further optimize an ad for the best results.
2. Upgrade Media Quality
Along with measuring beyond ad verification, media quality must be upgraded to meet new expectations. If landing pages are cluttered, ad layouts are not formatted correctly, site loading speed is slow, or basic features do not load, users will not have a positive experience. Even if the measurements from an ad show wonderful results, media quality can prevent leads from converting.
The future of the industry will require looking beyond the basic expectations of media quality. Extensive quality assurance testing and site user experience mapping will need to be conducted to ensure buttons, sliders, and information are in the right places. Simply placing information on a page and moving to the next project will not suffice in the late 2020s.
Digital marketers who take the time to upgrade media quality will see improvements in ad results. The ads will be effective because they grab attention and lay out information in a way that serves the target audience. The destination landing page will have better conversions because the page has information in the areas the leads actually look. Furthermore, the most important information will be placed where the lead naturally looks as they read the page. This means their clients will have a greater ROI on digital marketing ad campaigns. In turn, marketers can expect satisfied clients with higher conversions and recurring revenue from these clients.
3. Utilize New Marketing Channels
The way the average person consumes TV and entertainment has completely changed over the last decade. With on-demand streaming services available through Over-The-Top (OTT) and Connected TV (CTV) devices, individuals can watch their favorite movies and shows wherever they go. In response to the increased usage of these services, platforms are now offering advertisers the ability to reach consumers while they are viewing.
Rather than pushing out an ad and hoping it reaches the right individuals, OTT advertising allows digital marketers to create local ads that are displayed at certain times on specific shows. This form of advertising provides more control of who sees an ad and when. This greatly helps conversions and allows ad dollars to be stretched further than before.
Unlike other digital marketing campaigns, OTT ads and CTV advertising do not have click-through metrics. Marketers must be creative with how they measure ad performance on these new marketing channels. Tomorrow’s digital marketers will need to rely on a combination of metrics like SMS opt in, video completion, and attribution tracking in order to understand the effectiveness of their OTT ads.
Don’t Use Yesterday’s Advertising Measurement In Tomorrow’s World
Each day, the state of the digital ad industry is changing. Technologies are advancing faster than individual consumers would like. The best digital marketers will invest time and learn more about the future of advertising measurement practices. This will allow them to get ahead of the industry and provide higher performing campaigns to their clients.
The team at Digilant does more than think about today’s measurement strategies. We are always planning for the future, so that we can help advertisers and brands develop the highest advertising campaigns possible. Optimization, training, and reporting are just some of the key pillars that drive the capabilities of our omnichannel digital strategies. We do not wait for industry standards — we predict and adapt to them far in advance.
Whether you are just getting started in digital marketing or want to optimize your current strategies for the future of advertising, please do not hesitate to contactour team. Digilant has helped countless agencies, brands, and marketers over the past decade, and we are confident we can help you excel as well.
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