Comparing Desktop vs. Mobile Attribution for ROI and Conversion

The customer journey is just as important as offering the highest quality product or service. The days of offering just the best product or service are in the past. Now, your business must also give customers the best experience possible in order to win their business and retain their loyalty. With the number of brands operating across the globe, the customer is in a position to go with whoever offers them the highest value and most pleasurable journey. This means your company must use the right marketing attribution models to provide the most seamless customer journey. Once you understand the difference between mobile attribution and desktop attribution, you and your digital advertising agency team can determine what type of journey you need to provide your customers.

Mobile Attribution vs. Desktop Attribution

Mobile attribution is used to understand the types of marketing campaigns and media channels that will deliver specific goals. These goals can focus on app installations, click-through rates, submissions, or other actions that are vital to the customer journey and sales cycle. The actions completed by your customer during this journey will occur on a mobile-friendly device, such as a smartphone or tablet. The information that is obtained drives optimization for customer acquisition campaigns and overall marketing performance.

Desktop attribution is used to understand the web pages and digital marketing efforts that drive traffic to a company’s website. This attribution will also review the customer touchpoints throughout the customer journey that are specific to the website and any PPC campaigns being run on search engines. The data can come from any web page, whether it through the mobile version of your website or the desktop version.

Value Of Marketing Attribution

When it comes to marketing attribution, it is important to understand the values that both mobile and desktop attributions can provide your business. Each type provides unique insights that allow your digital advertising agency team and yourself to fully understand your customer journey. In order to successfully analyze your current marketing efforts, you must evaluate the data obtained through both attributions.

In regards to the value of mobile insights, you can fully understand how individuals complete specific actions while on their smartphones or tablets. Understanding where they click, how they get to your app or website, and what touchpoints they are utilizing to learn more about your business are incredibly valuable to improving the customer journey.

On the other hand, desktop attribution values are also important. Learning how traffic arrives to your website and what content marketing pages are responsible for educating your customers helps you determine which marketing strategies are performing the best. Furthermore, it allows you to evaluate the ROI your digital advertising agency is able to provide to your business.

Challenges With Each Attribution Type

As with all things in digital marketing, each type of attribution comes with its own unique challenges. It is important to understand what these challenges are in order to properly analyze the data and understand where some interpretation of the numbers may be required.

Mobile attribution can be difficult to trace with 100 percent certainly. This is largely due to the limitations of tracking touchpoints. It is impossible to determine if you have outlined every single engagement point for your customers. While you can certainly get close, you cannot know if your customer followed the journey you have predicted. Additionally, not every individual who purchases a product or service from your company will have access to a smartphone or tablet. This means that the data compiled from this attribution will eliminate a portion of your total audience.

In regards to desktop attribution, some of the challenges include assessing if the customer utilized multiple devices to discover information about your company. It is possible for one customer to use two, three, five, or more devices. If they opt-out of cookie tracking, it will be difficult for you to identify each desktop attributed interaction and link it to a single customer. This can cause your data tracking to be skewed and create multiple customers when, in fact, all of these engagements were completed by a single individual.

Trust Your Digital Advertising Agency To Provide The Right Customer Journey

Each attribute type is incredibly important for your business to understand. Otherwise, you cannot provide the best type of customer journey for those who are interested in your business. As our world continues to aggressively move into mobile prioritization, mobile attribution is incredibly important to focus your resources on. If your customers cannot easily learn, browse, and shop for your offering from their favorite devices, they will find another company that makes the process simpler. Additionally, this attribution type will ensure you fully understand what actions lead to your specified goals.

On the other hand, desktop attribution is still vitally important. This type of attribution ensures you understand how the deliverables produced by your digital advertising agency impact your customer journey. Between content marketing and social media efforts, desktop attribution helps you understand what drove traffic to your website.

Depending on your business, it may be in your best interest to use one or both attribution models. The best way to determine this information is to trust in a digital advertising agency like Digilant. We can help you understand your customer journey and identify what actions need to be taken to help your business grow. Please do not hesitate to contact us today!

Top 7 Digital Advertising Trends to Look Out for in 2021

As technology continues to develop, so do the ways brands advertise to their customers. Each year, it is important for a digital advertising agency and business owners to understand the upcoming digital advertising trends. By understanding these new trends, brands and agencies can stay ahead of the competition and provide better ROI. Otherwise, companies will fall behind those who invested the time and resources to learn the latest marketing trends. Those who develop the latest trends into their current marketing strategy will reach their audience easier and build relationships that nurture leads through the sales process more efficiently. Without further delay, let’s jump into the digital marketing trends of 2021.

1. Increase Social Media Engagement

As social interactions remain limited due to the novel coronavirus, engagement on social media will retain its importance. A digital advertising agency must have a plan in place to quickly respond to followers on various social media accounts. No one wants to wait days to get a response to simple questions, so it is important to have a detailed plan in place that addresses how and when messages must be addressed.

Furthermore, engagement on social media comments is also vital. Individuals are extremely limited in who they can see in person. If they are taking time out of their day to comment on a brand’s social media post, it is the brand’s responsibility to respond in a timely manner. The increase of time spent online and at home means followers have more freedom to engage with who they deem worthy. In 2021, brands will increase time spent responding to comments to ensure their followers know their messages are appreciated.

2. Additional Focus On Google Listings and Local SEO

Google My Business profiles will continue to be important in 2021. However, simply having a Google My Business profile will not be enough. The profile must be fully filled out and optimized for SEO. There is no longer an acceptable excuse as to why hours, specials, and contact information are not completely accurate. More individuals will turn to Google and search engines to find pertinent information before leaving their homes. In order to ensure these individuals call the right number, go to the right address, or purchase the right product/service, the Google My Business listing must be updated often and maintained correctly.

Local SEO will continue to reign king in digital advertising trends. The best digital advertising agency will continue to grow their efforts and deliver the most traffic possible to your website and your physical location. A large focus on new city location pages and blogging efforts will drive SEO efforts in 2021.

3. Communicate Availability

The novel coronavirus will still be making headlines in 2021. To ensure individuals have the most up to date information, companies will improve the way they communicate their availability. If their offices are open, it will be known. Should teams now work remotely and a physical location is no longer operating, brands will need to share this information. These details will become a regular addition to social media and email marketing efforts.

4. Google Ads Continue To Rise

PPC advertising has always been a powerful tool, but it will be even more important in 2021. With more individuals at home, digital advertising trends regarding PPC will continue to rise. As consumers search for news, products, and services, brands will want to appear on the top of results. Rather than waiting to organically gain a ranking on the first page, brands will pay to play in order to reach the top.

5. Increased Voice Search

Since more individuals are home, they are using their voice assistants more often. From Bixby and Siri to Alexa and Google, individuals are searching more by voice. This trend has always been growing, but it will be vital for a digital advertising agency to understand in 2021. Voice searches require a different SEO strategy than local SEO and mobile-friendly blogs. However, the results will speak for themselves once a proper voice search strategy is employed.

6. Deeper Customer Segmentation

A deeper understanding of the customer will be required in order to fully market to them in 2021. The more time someone spends online, more information about them can be learned and logged into a CRM. From the pages they visit on your website to which emails they actually opened and clicked on, a complete understanding of your customer can be achieved. This information can be used to segment them into proper marketing campaigns, which will garner the highest ROI.

7. More Interactive Content

Static, one-way conversations are an idea of the past. In 2021, interactive content and meaningful conversations will be the new normal. Social media stories, polls, forms, quizzes, and more will take over the social media realm. Individuals who spend time interacting with brands in 2021 will want to feel like they are part of the conversation rather than part of the crowd.

2021 Will Bring New Digital Advertising Trends 

It is no secret that the world we live in is changing rapidly. From the way we interact with one another to how often we leave our home, 2021 will bring about many changes. It is important for brands of all sizes to understand the digital advertising trends that are quickly arriving.

Digilant is the digital advertising agency you can trust to monitor, learn, and adapt to these trends as they arrive. Your marketing campaigns will incorporate the latest trends of 2021 and every year’s trends moving forward. Please do not hesitate to contact us today and inquire about our digital advertising services.

3 Reasons Why Omnichannel Retail Marketing is the Future of Ecommerce

In March of 2020, the world as people saw it officially changed when the novel coronavirus outbreak became the Covid-19 pandemic and dramatically affected the lives of millions of people around the globe. Wearing facial masks became ordinary, and social distancing became the societal norm.

Due to the fear of getting sick, people did not leave their homes to shop, so they did the next best thing—they shopped from their homes’ comfort for everything they needed while on their computer or cell phone.

From groceries to clothes and from toilet paper to electronics, people had the online convenience to shop for all they required and all they wanted, thereby boosting the eCommerce industry into a digital stratosphere the world has never seen before but will probably see again.

How though? By way of omnichannel retail marketing.

Read on and learn more about this digital phenomenon, how learning about it can help your digital marketing agency, and the three reasons it is the ultimate future of the eCommerce industry.

What is Omnichannel Retail Marketing?

In short, omnichannel retail marketing bridges the physical world with the digital world. In the long-form, omnichannel retail marketing is the fully integrated marketing approach to multichannel retail and commerce, which provides a unified and seamless consumer experience across all channels and touchpoints. Such channels include cell phones, eCommerce marketplaces, computers, in-person storefronts, TV, radio, mail, catalogs, social media, etc.

Overview of Omnichannel Retail Marketing

According to Salesforce’s studies, 55% of consumers say there is somewhat of a disconnect while switching between channels during their retail experiences. Yet, Statistica’s additional research suggests that only 22% of retailers in North America consider omnichannel experiences a top priority as many of them have only been using multichannel marketing strategies.

Multichannel vs. Omnichannel

While omnichannel and multichannel get often used interchangeably, they are two different ideas.

Multichannel refers to separate and disconnected channels, while omnichannel talks about the connection between the digital and the brick-and-mortar and their ability to seamlessly work together to improve a customer’s buying experience journey.

Another distinct difference between multichannel and omnichannel is their ultimate goals.

Multichannel concentrates more on the sale and doing everything it can to make the deal happen. On the other hand, omnichannel marketing focuses more on merging a brand’s physical world with its digital world to improve customer retention and provide a laid back, unforgettable, and consistent shopping experience–something every digital marketing agency needs to know about.

But how do you deliver an omnichannel retail experience?

First, you need to understand your consumers’ behavior and become familiar with their journey using multiple channels, including online, eCommerce, social, mobile, and in-store. You must understand your customer and what influences them, drives them, and keeps them coming back to your store. By gaining a deeper understanding of your customers, you will need to expand your number of touchpoints in a purposeful way to deliver what the customer wants before they even realize they want it. 

Second, brands must implement technology that can share inventory and product data with customers in real-time, through any channel, but can gather information to personalize the buyers’ shopping experiences.

But early 80% of retailers state they fail to offer consumers a unified brand experience because they are falling behind, and here is a list of the reasons why:

  • Lack of internal organization (39%)
  • Lack of consumer analytics across channels (67%)
  • Siloed organization (48%)
  • Low data quality (45%)
  • Inability to identify consumers across shopping trips (45%)

You can start to overcome the obstacles above, with not only the help of a digital marketing agency, by understanding the potential of omnichannel and why its strategies are critical to your campaigns’ success.

Why an Omnichannel Strategy is Critical for Campaign Success

Omnichannel retail marketing will not just track consumers across one or two channels, but all of them. Omnichannel retailers will allow consumers to experience a brand and not only a channel within a brand.

Omnichannel retail marketing must be implemented sooner rather than later, to uphold a competitive advantage.

The omnichannel user experience leverages data about one sales channel to invite the customer to participate in another, thereby allowing their actions to feel inherent to the given medium instead of forced.

One primary reason an omnichannel strategy is critical for campaign success is that nearly 75% of shoppers state they use multiple channels to compare prices, look for deals, or use in-store tablets to shop on the internet. Besides, omnichannel customers spend 4% more on each in-store shopping occasion and 10% more online than single-channel shoppers.

In short, the more channels a customer uses, the more money they spend.

Read on and discover 3 Reasons Why Omnichannel Retail Marketing is the Future of eCommerce, and how a digital marketing agency can help.

3 Reasons Why Omnichannel Retail Marketing is the Future of eCommerce

More Personalized Experiences

When consumers feel like the brand knows them, it personalizes their shopping experience. The goal of omnichannel retail, after all, is providing shoppers with one easy, cohesive, and smooth shopping process.

An online business needs to consider what people want to see, and no matter how shoppers interact with the retailer, they need to get the same positive impression of the retailer’s brand.

Shoppers care about personalization. According to an Evergage study, 96% of marketers have improved customer relationships by providing personalized shopping experiences. In comparison, 88% of the study’s respondents said their customers and prospects expect a personalized experience.

In short, consumers want things to be personal for them, which is one primary reason why omnichannel retail marketing is the future of eCommerce.

Detailed Information About Customer Behavior

Omnichannel retail marketing will give consumers personalization, but it will provide data about their behavior to satisfy their needs.

With all the different ways to enter into a brand’s ecosystem, retailers need to understand their consumers and their behavior more than they have ever had to before.

According to Harvard Business Review research, approximately 7% of participants shopped exclusively online, while only 20% shopped solely in retail stores. The remaining percentage favored a mix and used multiple channels throughout their shopping journey.

Due to this eclectic combination, it is imperative to know when a customer first encounters your brand and when they end up finally converting. Gaining access to these different pathways can help companies better understand how to give improved experiences to their shoppers and recognize the key touchpoints, thereby funneling their marketing budget adequately.  

Retailers Can Concentrate on the Most Effective KPIs and Effectively Target Customers

If you have a better understanding of the various touchpoints customers use and how they navigate their way through your brand, you can more effectively and efficiently optimize the points they convert.

Approximately 71% of consumers use their phones to research products before buying them—even while they are already in the store. So, developing an omnichannel marketing strategy that targets and converts potential shoppers at precisely the right time is essential.

Suppose brands better understood how consumers use each channel (whether to purchase or research). In that case, they could put additional resources into the conversion point—or any other point that pushes the customer to convert and buy the item).

Brands need to track data and make more informed decisions based on it. There are five key touchpoint areas worth considering: awareness, engagement, trial, conversion, and loyalty—the two most important of conversion and loyalty. Why? Conversions drive new business while loyalty drives repeat business.

Not every touchpoint will create conversions or even drive conversions to the right touchpoint, so they may either not need any attention or may need more attention than ever before. Additional data does not equate to better decision making, so understanding that while you may have more KPIs (or key performance indicators), it is critical to focus on the ones that drive your growth and customers’ experiences. An experienced digital marketing agency can assist you with this very thing.

Besides, omnichannel marketing relies on holistic approaches to measure success.

So, when your brand starts thinking about omnichannel retail marketing, or if you have questions, concerns, or circumstances you would like to discuss, Digilant is here to help. For over ten years, Digilant has helped digital marketing agencies and brands with omnichannel digital advertising strategies that are data-driven, actionable, and effective. Digilant’s success is due to continual innovation to help its clients with purpose-built solutions tailored to their needs. So, do hesitate. Contact Digilant today!

Digital Marketing Budget Allocation: How to Ensure ROI in 2021

One of the most common mistakes that many marketers fall into is making digital marketing budget decisions based purely on their team’s opinion rather than analyzing past performance data to make better decisions moving forward. Suppose you aren’t measuring the impact of today’s marketing efforts to inform tomorrow’s marketing efforts. In that case, you are likely missing out on ROI opportunities, and wasting spend on channels, strategies, and audiences that aren’t performing well. Why leave your digital marketing campaigns to chance?

Digital marketing analytics can help you maximize marketing efficiency and improve return on investment (ROI). It allows you to objectively measurable performance to make better-informed decisions when it comes to where you invest marketing and advertising dollars. From paid advertising, email marketing, SEO, and beyond, digital marketing analytics can consider all aspects of your marketing.

Why Marketing Analytics Make Digital Marketing Budget Planning Even Better

According to a recent study by Deloitte, marketing budgets comprise ~11% of total company budgets on average. Allocations within digital marketing budgets vary widely from brand to brand and depend on a number of quantifiable and non-quantifiable factors. Quantifiable factors like conversion rates and cost per acquisition by digital marketing program or channel can be calculated and understood with the help of marketing analytics.

Understanding quantifiable factors can help marketers get more value from digital marketing efforts and help marketers lower their marketing costs. Digital marketing analytics enables marketers to view performance data objectively and spot trends that can inform digital marketing budget decisions. Performance trends can help marketing teams shift funds towards the most effective digital marketing channels, identify new target audiences, and help accelerate the path to purchase.

Getting Started With Marketing Analytics

Despite the growth of digital marketing and the widespread adoption of marketing analytics, many marketers still struggle to best leverage it to maximize ROI. With the growing menu of measurement and attribution solutions paired with the shrinking bandwidth of marketing teams, it’s no surprise that some marketing teams are at a standstill when it comes to taking the first step forward. But it doesn’t have to be that way.

When it comes to building a digital marketing budget, there isn’t a perfect answer for every organization. However, I can share a series of questions that you can ask yourself to help you decide the optimal mix of programs, campaigns, and channels.

What is my customer acquisition cost (CAC)?

The first step in building your digital marketing budget is understanding how much you are spending to acquire new customers. This includes looking at all marketing programs, both paid and unpaid, that contribute to acquiring new customers. Knowing your CAC is critical to calculating ROI and for driving growth.

What is the lifetime value (LTV) of my average customer?

Lifetime value is a prediction of the total sales revenue attributed to future relationships with a customer. LTV answers how much revenue you will see from a single customer over time.

How much budget am I spending on digital marketing? On each channel?

To make the most of your digital marketing budget, you want to spend less than your target ROI. Your CAC and LTV are two metrics that can indicate how you are tracking against your target ROI. Whether you handle digital marketing in-house or use an outside agency or solutions provider can impact how difficult or easy it is for you to calculate overall digital marketing spend. You may need to aggregate spend across various platforms and channels into a single view to get a full picture of spend. It may be a big lift, but it’s a non-negotiable if you want to drive marketing ROI.

What does my average customer journey look like?

Once you understand how much you are spending on each channel and how they are directly moving the needle on sales, you can take a closer look at the complete customer journey. Be careful not to mistake the high conversion rate of a single channel as the only channel to continue investing in. For example, if you convert most leads via paid search, it may be tempting to the majority of paid advertising dollars to search. However, if customer search queries are influenced by Facebook ads, sponsored podcast content, or earned news stories, it can be difficult to pinpoint your most effective channels. The bottom line, map out the customer journey, stage by stage, channel by channel. With a detailed customer journey, you can start to understand which individual touchpoints have the most significant impact on whether or not a customer makes a purchase and allocate future budget accordingly.

Answering the questions listed above is easier said than done. For some marketers, the answers to these questions may mean that a renewed look at their digital marketing channel mix is in order. For instance, digital marketers that have previously relied on last-touch attribution data to determine their digital marketing budget may need to rethink the role that top and mid-funnel channels can play in driving ROI.

In other cases, digital marketers may need to create more meaningful content that moves customers along the customer journey more quickly. The good news: omnichannel marketing partners like Digilant can help you answer these questions and assess your digital marketing data to act on it efficiently.

If you and your team want to level up your digital marketing budget know-how to ensure the best possible ROI in 2021, contact us today.

How To Ramp Up Your Omnichannel Marketing Strategy After a Slowdown

Recovery from a slowdown presents new opportunities for legacy and disruptive brands alike.

Earlier this year, advertisers were forced to change how they look at their omnichannel marketing strategy. Leaning into agency and technology partners, advertisers have been pushed to ask tough questions and make difficult decisions when it comes to advertising investments. Through conversations with our own clients, at brands and agencies, we found that there is no conclusive answer to questions concerning how to safely invest advertising dollars, but we did find that there were some quick wins to be had for advertisers who are willing to shift their strategy to join the momentum behind digital adoption.

Now, the question is: in the face of unprecedented change, can advertisers ramp back up after the recent slowdown?

The answer is yes. When advertisers are acutely challenged to engage and convert consumers, the core elements of your omnichannel marketing strategy matter more than ever.

We’ve taken a look at how a strategic channel and tactic mix can be practically applied to get your brands on-track for maximum success during the final quarter of 2020. For recommendations and considerations, keep reading.

Look to consumer insights to fuel your omnichannel marketing strategy

If you want to engage your audience, meet them where they are. And, with over four billion people staying home worldwide, consumers’ behavior and media consumption habits are changing rapidly. While we don’t know how or when the crisis will resolve, we have early insight into how consumer needs and behaviors may evolve as they seek to regain a sense of balance. To date, we’ve identified three consumer behavior patterns since the onset of COVID-19: streaming, app usage, and online shopping.

Streaming

Video streaming subscriptions and usage have surged, with 40% more time spent consuming and higher volumes of new subscriber requests among popular platforms according to a recent report by eMarkter.

In-App Usage

Digital-savvy consumers have gravitated towards apps that meet the needs of their temporary indoor lifestyles, largely in the entertainment, e-commerce, social, and messaging categories. This has resulted in 40% YOY growth in mobile app usage according to Conviva.

Online Presence

Time spent consuming content on the Internet is up +34%, according to eMarketer, while our nation’s e-commerce system is being pushed to its limits with increased online shopping, largely in grocery and household sectors

Realign your omnichcannel strategy with current business challenges.

Each company has unique goals. But overall, we’ve seen businesses’ marketing impacted in three distinct ways by COVID-19 — and they don’t always progress directly from one to another.

Find ways to get better results from your digital ads.

  • Pause lowest-performing tactics or audiences.
  • Test higher engagement and lower CPA ad units like high-impact or native.

Focus on your most valuable customers.

  • Adjust audience targeting to prioritize people who are most likely to take action.
  • Adjust ad scheduling and pacing to reflect most optimal time and dayparts for engagement.

Make sure your updated offerings show up in your creative.

  • Use dynamic creative where applicable to drive performance with limited budgets.
  • Update ad creatives to reflect changes in available products or services, limited hours, special terms or conditions like “senior hours,” etc.

Focus on your business and lean on digital media partners to help with your digital ads.

  • Ask your digital media partner if there is MORE they can do for you. Whether that’s helping you redefine your target audience or make quick updates to ad creative.
  • Utilize planning tools that save you time so you can quickly optimize bids and budgets.

Make the most of existing customers.

  • Repurpose user-generated content in your digital advertising campaigns to capture consumers’ attention and engage them in a non-intrusive way. Consumers are 2.4x more likely to view user-generated content as authentic compared to content created by brands.
  • Target past converters, drive higher engagement and utilize direct mailing lists via CRM Onboarding. Look-a-like targeting allows advertisers to reach users whose behavior mirrors that of their most loyal customers.

Use automation to match your approach with changing customer behavior.

  • Follow the changing customer journey to inform where you should increase spend and where you can safely dial back spend.
  • If you have concerns over your ads surrounding questionable content, consider creating a blocklist of any concerning keywords surrounding worrisome or controversial current events. 48% of consumers report that they would avoid a brand that appears next to undesirable content or fake news.

Align your campaigns to your goals and priorities.

  • To reflect business priorities, ensure that credit is given across customer touchpoints with data-driven attribution or non-last-click attribution. Digilant can help.
  • Allocate budget towards surging channels such as CTV & Social: Screen time is on the rise and ad is streaming TV and social consumption.

The public health, political, and social upheaval of 2020 has been the ultimate test of character for advertisers. They have been charged with showing resilience and allyship – by revisiting priorities and pivoting digital marketing strategies to connect with consumers in new ways. In recent months we’ve learned that now is not the time for advertisers to sit still and wait for things to return to normal. Here’s what else we’ve learned since March 2020.

Habits triggered by COVID-19 are continuing during the re-opening of local, state, and national economies – these new behaviors are expected to remain well past re-opening.

  • Spending more on media doesn’t always yield better results. Media investments of any amount only pay off when you invest in the right omnichannel marketing strategy.
  • Rapid response capabilities are becoming table stakes for advertising partners and in-house teams – and for good reason. The ability to quickly pivot digital media targeting, update messaging and creative quickly will result in closing or widening the gap between consumers and brands.
  • A resurgence of demand for non-essential products and services as economies re-open isn’t enough to drive brand growth. How you differentiate your brand in the eyes of consumers will determine whether you grow faster or slower than the competition.

As an omnichannel digital services company that always trusts data over a hunch, we have evolved our approach media campaigns on behalf of our clients during this uncertain time. Our nimble approach to our client’s business has given us insight into what’s resonating with consumers and what isn’t. If you’re interested in ramping up your omnichannel marketing strategy to close the year strong, contact us today!

Leveraging Marketing Analytics Benefits for Strategic Ad Spend

Marketing analytics is the practice of using technology, applications, and methods to measure the effectiveness of marketing campaigns. The practice can also measure the impact of individual marketing initiatives or efforts, such as advertising campaigns, emails, content, and social media posts. Essentially, marketing analytics analyzes, tracks, and measures the performance of overall campaigns and efforts according to predefined metrics. For instance, a company can use sales revenue attributed to an advertising campaign about a promotion to measure its performance.

With many organizations using a mix of traditional and digital media, marketing analytics methods and tools have been able to combine performance data across multiple advertising sources. This performance data provides marketing analytics benefits related to not only assessing the effectiveness of current efforts but also providing insights about future decisions. Integrated performance data that is easily accessible from a single tool can provide both macro and micro views, allowing marketers to make strategic decisions on advertising spend based on a larger picture.

Summary of Marketing Analytics Benefits

Besides providing marketers and executives with an overall picture of campaign performance, marketing analytics provides the following advantages:

  • Perform A/B tests on various creative elements, such as copy and content, call to actions, images, and designs.
  • Pinpoint what types of creative messages are working and which ones are not. This can also be identified according to different audiences or market segments.
  • Identify trends among various promotional campaigns, promotional programs, products/services, media consumption behaviors, and audience or market sentiments.
  • Provide data on the return on investment (ROI) for specific campaigns and individual marketing efforts, such as webinars and live events.
  • Measure growth trends and changes in audience behaviors, such as shifts towards responding to email and social media versus print or television advertising.
  • Help predict the results of future campaigns or individual marketing efforts.
  • Identify areas for improvement or market opportunities.
  • Help shape overall marketing strategies and determine when shifts in strategies are necessary.
  • Monitor consumer behaviors and responsiveness.

Identifying and Using the Right Tools

To reap the rewards of marketing analytics benefits, each company or organization often has to experiment with different tools and methods to get it “right.” Outlining the organization’s goals, what needs to be measured, and why, can provide a solid blueprint for finding the optimal tools. Some analytics tools have free versions or features for marketers to try out before upgrading to paid versions. For instance, Moz’s keyword tool has a free version that lets copywriters and content strategists perform basic keyword research for blog posts and other forms of digital content. The Pro or paid version expands available features to advanced SEO research and tracking.

Other tools like HubSpot and Domo reveal trends and performance across various digital channels, such as web and landing pages, emails, and online content. From a centralized dashboard, marketers can view overall performance trends for blog posts, email campaigns, and landing pages. Performance metrics are also available for individual pieces of content, web pages, and emails. Comparisons can be made according to specific periods, such as year-to-year, month-to-month, rolling 90-day or quarterly stretches. Tools like HubSpot can provide complete content management or customer management systems, integrating both current and potential customer contact information.

Analytics tools, such as SEMRush, can provide marketers with comprehensive comparisons between leading competitors. Companies can see how internal web pages and advertising campaigns are ranking in relation to competitors that may be targeting the same keywords and similar audiences. Comparison tools can also help identify content or keyword opportunities that marketers may have previously overlooked.

Regardless of the set of tools a company chooses, there are a variety of ways to approach the objective of leveraging marketing analytics benefits. While some companies choose to handle everything in-house, many organizations use the services of digital advertising and analytics partners, like Digilant to help maximize ROIs on advertising budgets. Since Digilant specializes in omnichannel marketing and analytics and is made up of veteran specialists, we can lend institutional knowledge and critical and unbiased perspective of advertising performance to in-house teams.

Digilant can complete audits of digital advertising efforts and build custom analytics dashboards to connect and visualize advertising data in a single view. Reports and visualizations can easily be shared and interpreted by your team and key stakeholders and can save you precious time and resources by eliminating manual work and the need for expensive data storage, preparation, and visualization tools. 

Now is the time to start reaping the rewards of marketing analytics benefits. To get a complete view of your current marketing and advertising initiatives and to identify opportunities to get more out of your advertising investments, contact us today.

A Guide to Digital Marketing Attribution Models for 2021

It’s important to think about how prospects enter your marketing funnel and what each of your tracked metrics imply. You want to avoid getting caught on vanity metrics and focus on finding those attribution models that help you understand what leads to conversion. What is sparking the highest ROI? Where should you focus your digital marketing spend?

Digital marketing attribution models help find the value of each channel and campaign and are a key strategic component of your digital marketing strategy

Digital Marketing Attribution Models for 2021

Not all touchpoints are the same. A customer might make a purchase decision and be prompted by a timely ad or email—not convinced and converted. Loyal customers shouldn’t be conflated with newly converted leads. People who finally reach the purchase decision and type your company name into the URL address bar (or do a direct Google search), shouldn’t be counted as converted from organic search.

The cumulation of a customer’s traffic has to be accounted for and not just the last touchpoint.

First Touch Attribution Model

This digital marketing attribution model puts all of the focus on the point where the customer had their very first experience with your brand. It is one of the more simplified models, but it is only helpful if your company usually has visitors with very fast journeys. This would only give top-of-funnel vision and ignores the stepping stones in-between. However, it can help you identify channels that are drawing in the most qualified and interested leads, so it plays a valuable role if used correctly.

Last Touch Attribution Model

On the opposite end of the spectrum, some brands will look at the last touchpoint of their customer. This is a popular digital marketing attribution model because it highlights that last stepping stone that sealed the deal. But, as we already stated above, sometimes that last stepping stone is a reminder and not a true point of conversion. While this model will fall short on showing the full picture in many cases, it can be used in a time pinch to show conversion points.

Even-Weighted Attribution Model

When you make the effort to consider all touchpoints on the customer journey, it becomes a sophisticated, but realistic, digital marketing attribution model. The even-weighted (or linear) attribution model provides a much more detailed and accurate view of the conversion process than a one-touch model. It gets the larger picture of the journey, but it does fall short on considering the value (or weight) of each touchpoint. Some experiences are going to have more impact than others on your customer.

Unique-Weight Attribution Model

You can use time-decay models, W-shaped models, U-shaped models—there are a number of themes for weighted attribution. But the unique weights you apply to different points where it’s likely there was a larger impact. You might assign a heavier load to first touch and lead creation (U-shaped model) or you might add the touchpoint of opportunity creation as evenly split with first touch and lead creation (W-shaped model). Narrowing down your key touchpoints and assigning weights requires real-world experience.

Machine-Learning Attribution Models

Algorithm-based attribution models are by far the most powerful, accurate and labor-lite of the digital marketing attribution models. This sophisticated method looks at patterns to determine common touchpoints and help optimize advertising spend. Of course, you have to have an advanced skill set and cover the hefty price tag of the AI. This is often a top solution for enterprises with larger data sets to cull and bigger budgets for digital marketing but is often out of reach for mid and small-sized businesses.

Find Expert Digital Marketing Attribution Model Strategists

Stop flying blind. You can get help from experts who will help you establish the right digital marketing attribution model for you and adjust your marketing spend. Digilant brings effective digital marketing solutions to agencies and brands. We operate as an innovative and omnichannel media solutions provider. Here at Digilant, we don’t operate on hunches. We rely on consumer insights, campaign performance benchmarks, and data-driven strategy.

Start putting your money where it will have the most impact. Request your live demo now.

Programmatic Advertising Explained: A Beginner’s Guide for Brands

Placing ads in the best place, at the best price, to the best audience is the crux of digital advertising. Creative and personalized messaging are also critically important. But if your ad never is seen by the intended audience, you can quickly fall into the trap of poor performance. For brands, programmatic advertising has quickly become one of the most efficient solutions to driving performance without the risk of wasted spend. In 2020, programmatic is estimated to make up 69% of all digital media spend, and it’s expected to continue to rise in 2021.

To help you start benefiting from more efficient and better-performing advertising campaigns, you can find programmatic advertising explained in the sections below.

What is programmatic advertising?

Programmatic advertising is the automated buying and selling of digital advertising inventory. 

How does programmatic advertising work?

  1. A visitor lands on a website, and the website owner/publisher communicates with a Supply-Side Partner (SSP) to list ad inventory up for sale.
  2. SSP provides inventory and site visitor information to a Demand Side Partner (DSP) to make ad inventory available for advertisers to bid on. 
  3. Advertisers automatically place bids on ad inventory based on a predetermined budget.
  4. The highest bidder wins the ad
  5. The ad creative is served to the visitor on the website

All in .100 seconds.

 

With programmatic, advertisers and publishers use Demand Side Platforms (DSPs) to buy and sell digital advertising inventory across digital channels like display, social, digital out-of-home (DOOH), Connected TV (CTV), and more. DSPs make it possible for advertisers and publishers to buy and sell digital advertising using automation instead of the traditional process that requires human negotiation and buying impressions in bulk. 

Using a DSP, brands can buy impressions dynamically, on an automated, one-on-one basis. Additionally, DSPs allow for greater transparency – brands can track advertising impressions throughout digital advertising campaigns to generate insights and optimize performance. This saves brands valuable time and money while also providing greater accuracy of ad placements and audience targeting.

Saving time means you need fewer people (often media buyers and sellers) to execute your digital advertising campaigns. While programmatic advertising isn’t 100% automated, it does allow brand marketers to spend less time on execution and more time focused on building smart digital strategies. Some brands do this in-house, while others work with outside partners like media agencies or media partners that are experts in programmatic. 

Early on, programmatic channels were limited to display, social, and video. Today, more and more programmatic channels are emerging: digital out-of-home (DOOH), Connected TV (CTV), podcasts, and more. 

Why are brands turning to programmatic advertising?

1.Better Targeting

Target digital advertising campaigns based on thousands of data points, including interests, contextual, sentiment, behavior, income, location, job title, IP address, app downloads, purchase intent, CRM data, and more. Using robust sets of data to inform audience targeting, brands can serve ads to specific audiences online across all digital channels. With personalized messaging, traditional has not been possible through direct publisher buys. 

2. More Scale

Programmatic advertising allows brands to estimate reach before campaign launch and scale audiences as needed to hit desired reach and conversion goals. To scale target audiences or identify new audiences, brands can use lookalike modeling. With lookalike modeling, brands can model new audiences based on existing customers’ attributes and high intent prospects. This can be done at the start of a campaign or continuously to detect new audiences.

3. Real-Time Optimization

Brands can optimize digital advertising campaigns in real-time and throughout campaigns, which can’t be done with traditional digital ad placements. Because execution and reporting for programmatic ad campaigns are automated, brands can use performance data and insights to inform shifts in media investments towards highest performance audiences and channels.

4. Greater Return-On-Investment (ROI)

Advanced targeting capabilities and access to campaign performance data throughout campaigns help brands eliminate wasted impressions and budget. By quickly identifying poor performing audiences, tactics, or channels, brands can change course without wasting media spend. Similarly, brands can double down on audiences, tactics, and channels, driving the highest ROI.

5. Opportunities to Test and Learn

Access to real-time performance data gives brands the unique opportunity to test new marketing messaging and creative, targeting tactics and channels with lower risk than direct buys. Insights can be applied to campaigns as they are running and future marketing strategies, both online and offline. 

How Digilant is helping brands with programmatic advertising

Because brands have to make media dollars work harder than ever, they have to identify the digital advertising campaign performance drivers and detractors quickly. With the benefits of programmatic advertising explained above, we’ll now get into some real-world examples of brands doing it well.

Johnston & Murphy’s programmatic strategy

Footwear and apparel brand Johnston & Murphy wanted to capture online customer activity to better assess the influence paid media had on in-store purchase behavior. 

To do this, Johnston & Murphy turned to programmatic advertising to close the loop across channels and create a personalized customer journey online and offline. Working with Digilant, Johnston & Murphy onboarded first-party CRM data and matched it with online consumer data to get a complete view of all online and offline customer activity. This expanded view enabled Johnston & Murphy to activate current and future customers 1:1 through programmatic media channels.

The results? A 30% lift in sales for the audience exposed to media through CRM-enabled programmatic. Additionally, Johnston & Murphy has been able to attribute 2X the number of sales to programmatic initiatives with an attribution model that recognizes online and offline purchases.

PopCorners’ programmatic strategy

PopCorners wanted to raise awareness of its snack brand among health-conscious consumers in the US. To do this, PopCorners turned to Digilant to form a programmatic advertising strategy that promoted new PopCorners Flex and PopCorners Flourish products now available at specific grocers. The strategy included the following programmatic tactics:

  • Geo-targeting – to reach consumers in proximity to specific grocers
  • Demographic and Behavioral Targeting – to reach health-conscious adults, healthy snack buyers, and healthy beverage buyers.
  • Channel Optimization – to shift investments to the channels that were the best performing. For PopCorners’, the best performing channels were Facebook and Instagram.

The strategy led to a click-through rate (CTR) that was 7X the previous benchmark and helped PopCorners grow sales by 40%.

To read more programmatic success stories visit our case study library.

Are you ready to start with programmatic advertising?

Now with programmatic advertising explained, do you know how to get started? 

Finding success with programmatic advertising requires that you nail down the fundamentals of programmatic targeting tactics and performance analysis. If you are looking for guidance to get started with in-house programmatic advertising or need an outside team to take the reins, Digilant can help.

Coronavirus, consumers, and your media budget.

At Digilant, we exist to create unique, actionable, and effective ways for advertisers to connect with consumers on digital channels. As Coronavirus (COVID-19) and social distancing impact how people do business around our country (and the world), we realize this isn’t business as usual. We empathize with those facing difficult decisions to pause/cancel campaigns and to pivot marketing strategies. We’re committed to doing all we can help our clients and advertisers at large to navigate this new normal.

We’ve received many questions from clients on how to move forward with, cancel, or postpone marketing activities and advertising campaigns. Whether you are a brand weighing the impact of changing your advertising strategy, or an agency making a tough call on behalf of a brand client, we want to help you stay ahead of emerging challenges and “in the know” on alternative ways to stay connected with consumers as the impact of Coronavirus unfolds.

To share an excerpt from Sequoia Capital’s recent post:

“…nobody ever regrets making fast and decisive adjustments to changing circumstances. In downturns, revenue and cash levels always fall faster than expenses. In some ways, business mirrors biology. As Darwin surmised, those who survive ‘are not the strongest or the most intelligent, but the most adaptable to change.’”

While we are still uncertain of the lasting impact the Coronavirus will have on advertisers and our economy overall, we can be certain that a “wait and see” approach is a high risk for advertisers looking to sustain demand. 

In the face of uncertainty, it can feel good to take some concrete action. Here’s what we recommend you consider. We hope you find it useful.

Protect your brand with keyword blacklists

48% of consumers report that they would avoid a brand that appears next to undesirable content or fake news. If you have concerns over your ads surrounding questionable content, consider creating a blacklist of any concerning keywords surrounding the Coronavirus. 

Test a new channel (CTV anyone?)

As the “homebody” economy booms, content streaming is on the rise. This is especially true for multi-screen consumers who are streaming Connected TV (CTV) content while simultaneously tuned in to broadcast TV to catch the latest news.  

Rethink dominant device and channel day-parts

Mobile is king when it comes to the morning commute. As more employers ask employees to work from home, we may find fewer consumers streaming podcasts and playing mobile games during the morning hours as they log on to desktop/laptop devices first thing.

Engage in-store customers, online

40% of consumers who have altered their in-store shopping routines have reported that they are “avoiding or limiting visits to shopping centers/malls” and more than 30% are avoiding stores in general. Lean into CRM data to activate loyal in-store shoppers with offers to shop your digital storefront. 

Get a piece of the Amazon pie

Amazon is seeing an uptick in sales and as a result, is expanding its workforce by 100k. To get a piece of this pie, tap into Amazon’s point of sale and intent data for your media buys. Reach audiences programmatically on Amazon sites and apps, Amazon Publisher Services, and third-party exchanges.

Ramp up authenticity and slash production costs with user-generated content

Consumers are 2.4X more likely to view user-generated content as authentic compared to content created by brands. Repurpose user-generated content in your digital advertising campaigns to capture consumers’ attention and engage them in a non-intrusive way.

B2B advertisers, dip your toes in Account-Based Marketing

In response to conference cancellations, be proactive. Leverage Bombora or Dun & Bradstreet data segments to drive account-based and job title/role targeted campaigns that reach your B2B audience on display, social, and beyond. 

 

We hope you, your colleagues, and your family are staying healthy during this uncertain time. We’re in this together and always here to help. 

If you have any unanswered questions please don’t hesitate to reach out to us at info@digilant.com.

Farewell to Third-Party Cookies

Earlier this year Google Chrome announced that they will be phasing out 3rd party cookies over the next 24 months. Why? There is an industry-wide shift to providing more privacy protection to consumers. We first saw this with Europe’s Global Data Protection Regulation (GDPR) and later with the California Consumer Privacy Act (CCPA). Consumers value personal data privacy and have come to expect to have the power to “opt-out” or say “no” to cookie tracking.

So what does this mean for advertising stakeholders? One of the first things to consider is the significance of Google Chrome. Google dominates the web browser and digital ad markets, accounting for more than half of all web traffic worldwide. This market dominance creates new implications for advertisers who rely on 3rd party cookies to power successful advertising campaigns. This “new normal” will make it difficult for advertisers to target users based on behavior but we think it will also spur innovation and creativity in the digital advertising space.

What does this mean for the buy-side?

Google’s massive footprint enables them to identify users and show personalized ads without the need of a cookie or device ID, so this will only increase their ability to dominate the ad tech ecosystem. Only Facebook and Amazon arguably have large enough footprints to compete. Independent DSP technologies will struggle to compete as they will be at a disadvantage when trying to drive media performance and optimization. This is why, as an industry, we are seeing such a strong shift away from “people-based” marketing and a re-emphasis on contextual based targeting. 

What does this mean for media buyers?

For many media buyers, not only is Google’s announcement a hit to the ability to target users with personalized messaging, but it also impacts conversion tracking accuracy and optimizations. Audience-based targeting was always a little overblown on the buy side, as buyers become obsessed with targeting the niche-est of audiences. Hundreds of buyers are targeting the same audiences and combined with the accompanying CPMs – for most, this is not an efficient or effective way to buy. From our perspective, a resurgence of contextual targeting is welcome in the industry. Moreover, for Digilant specifically, it demonstrates the importance of premiere partnerships with Google, Facebook, and Amazon, which help to prepare us for a cookieless future. 

Will Google’s privacy sandbox tech actually deliver the same results for advertisers? 

We think publishers have a right to worry about a drop in their ad revenue, cookie-based targeting brings in those high CPMs. As a buyer, Digilant doesn’t expect to see performance drops. Those that lose the ability to properly track conversions will struggle, but we don’t believe the potential loss of audience-based targeting will have a big impact. 

This shift towards stronger privacy protection is just the beginning of a wave of new standards and regulations in advertising. But we are stacking the odds in our favor and in our clients’ favor through investments in capabilities, technologies, and partnerships (ex. LiveRamp, Google, Facebook, MediaMath) that rely less on cookies and more on viable alternatives that are as effective as they are efficient. 

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