7 Benefits of Incorporating CTV in Your Omnichannel Marketing Plan

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 to Statista). 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: 

  • Negotiated
  • High-quality
  • Human-curated
  • Marketing objective-optimized 
  • 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
Digilant - CTV Sequential Messaging
  • 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 Digital Marketing Strategies: 5 Ways to Reach Buyers Online

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:

  1. Who is buying my brand? What are their demographics and psychographics
  2. What triggered them to buy from my brand?
  3. 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:

  • Critical insights
  • The impact of seasonality
  • Audience analytics
  • Changing consumer behavior
  • Imperatives for brands

Download The Advertiser’s Guide to the Changing Jewelry Consumer here.

12 Online Digital Marketing Analytics Tools for Growing Businesses

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:

  • Data from all channels in the marketing mix
  • Reports
  • Competitive analysis
  • Tracking for campaigns
  • Competitive analysis
  • Attribution modeling
  • Revenue funnel analysis
  • Optimization & predictive analysis
  • Forecasting

These online marketing analytics tools get the job done:

Moat Analytics

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.

 

Datorama

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.

 

Affinio

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.

 

Funnel

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.

 

Marketo Engage

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.

 

Improvado

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.

 

Beckon

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.

 

Indicative

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.

 

InsightSquared

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.

 

Ensighten

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.

 

Google Analytics

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.

 

BrandsEye

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.

 

NinjaCat

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 Future Of Omnichannel Advertising Measurement: 3 Strategies For Digital Marketers

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 contact our team. Digilant has helped countless agencies, brands, and marketers over the past decade, and we are confident we can help you excel as well.

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

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

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

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

What are travelers’ expectations and trends for the summer?

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

Enhanced Hygiene and Cleaning Protocols

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

Free (or flexible) Cancelations and Changes

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

Research. Research. Research. 

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

People are extending their vacations.

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

Outdoor (and warm) Destinations Will Prevail

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

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

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

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

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

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

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

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

1. Target audiences using Travel Intent Data

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

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

2. Credit Card Data

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

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

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

3. Dynamic Creative Optimization (DCO)

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

4. Paid Social

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

5. Paid Search and Broad Match

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

6. Location-Based Targeting

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

7. Adaptive Segmentation

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

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

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

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

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

Digilant’s Expertise in the Travel Marketing Industry

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

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

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

Eight Successful B2B Digital Marketing Strategies

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

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

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

Retention Marketing

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

Interactive Content

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

Nostalgia Marketing

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

Buyer Experience

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

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

Video marketing

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

Lead conversion

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

Podcasts

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

Email marketing

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

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

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

Automotive Digital Advertising: 7 Strategies to Drive Sales in 2021

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

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

1. Have A Presence Everywhere

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

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

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

2. Gather & Share Positive Feedback

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

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

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

3. Create A Mobile-Friendly Website

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

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

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

4. Make It Easy To Shop Online

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

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

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

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

5. Create Quality Content Regularly

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

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

6. Invest In Paid Automotive Advertising

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

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

7. Use Smart Digital Advertising

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

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

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

Drive Traffic & Sales Now

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

Digilant’s Automotive Digital Advertising Expertise

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

Digital Marketing Strategies for Beauty Brand Marketers: Top 5 Trends

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

Digital Marketing Strategies Beauty Brand Marketers Should be Using

1. Video Presents an Interesting Opportunity

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

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

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

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

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

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

3. The Age of the Influencer

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

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

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

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

4. Rethinking Tradition in Terms of Business Model

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

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

5. Utilize Crowdsourcing

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

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

What This All Means, Staying Relevant in a Crowded Market

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

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

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

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

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

Let’s get started.

Quality One: A Strong Online Presence

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

A strong social media presence.

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

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

Quality Two: Research Devotion

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

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

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

Quality Three: In-House Work

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

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

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

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

Pairing Passion with Persistence

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

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

The Top Mobile Marketing Analytics Metrics to Set Goals For

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

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

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

Metric One: App Store Ranking

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

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

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

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

Metric Two: Mobile-Based AOV

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

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

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

Metric Three: Ad Spend Return

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

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

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

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

Mobile Marketing Success: Quality over Quantity

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

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

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

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