As the digital media landscape grows and evolves, more and more marketers are putting emphasis on targeting. Of course this makes sense. If internet advertising is the wild west, targeting is a great Sheriff to keep your numbers and metrics in check. That being said – targeting can often be flawed. Say you’re a company selling baby products. Perhaps you’d target married women ages 25-35, as they’re likely to have children. But how many grandmothers, fathers, and single mothers are you missing out on? This is a simplified example, but regardless of your particular business, there’s a good chance you’re letting a percentage of your audience fall through the cracks. Let Users Opt-In to Your Message This is where content marketing, and more specifically content discovery, can play an important role in your efforts. By putting your value proposition out into the world, users can opt-in and self-select merely by […]
A great backstory for your brand can trigger an emotional connection between your audience and your company, as well as ultimately increase your ROI on any marketing campaign. So how do you best share the story of your company’s creation to make your audience buy into your brand? Here are five tips to crafting and perfecting a story that will convey the passion that brought you to start your business in the first place, and may also serve as the backbone for your brand. Tip # 1: Captivate your Audience: Consider what life experiences inspired you to build your company and offer your products and/or services. As an example, the company You Need a Budget has a captivating backstory that chronicles the budgetary hardships of a young couple who want to start a family. This personal life experience is both relatable and engaging. Tip # 2: Create Anticipation: Every […]
Do banner ad designs, including impressive size, bright colors, animation, etc., get more clicks? In the literature, there are two main views on banner ads: The distinctiveness view: Banner ads are distinct from their surroundings, and therefore will automatically attract people’s attention. The banner blindness view: People have developed a blindness mechanism to automatically avoid such ads, and therefore these designs are ignored even if their content is consistent with people’s needs. So who’s right? Sun, Lim, & Peng (2013) proposed an evolutionary perspective in which banner ads have initially gotten a lot of clicks, but because of the negative experience that users have had when interacting with banner ads — such as feelings of irritation, distraction and intrusiveness — users have developed an altogether blindness to them. Have you ever taken a huge bite out of a delicious looking apple, only to realize that the apple was gross and […]
Data is the primary attribute that separates digital media from other marketing channels. While traditional media leave marketers relatively in the dark when it comes to advertising performance, a digital content marketing campaign allows brands and agencies to learn which customers saw their content and how they interacted with it. With all of this information at their fingertips, digital marketers have the unique opportunity to not only optimize content creation and distribution for the best results, but also to personalize their campaigns based on the wants and needs of individual users. Here are a few pointers for using data and personalization to improve every aspect of your content campaign, from beginning to end. Ideation: Let Customer Data Tell You What Topics Your Content Should Cover There’s no longer a reason for marketers to merely guess what topics their target audiences are interested in. As LUMA Partners put it in its […]
If we all agree advertisers need to shift budgets from TV to online – because that’s where their audiences have gone to engage – what’s the hold up?
Why are intriguing and mysterious headlines the most likely to gain clicks? Social psychologists explain this phenomenon by an increase in curiosity.
Every ad that runs on a site serves different goals. The advertiser’s goal is to generate sales; the publisher’s goal is to generate revenue.
Taboola’s Internal Retargeting capabilities enabled LendingTree to strategically promote (and re-promote) its content to new audiences across the web.
We asked Amura’s paid media manager to provide his perspective on the unique challenges of applying digital marketing to the real estate industry.
Each year, IWNY allows anybody to submit a panel, interview, or presentation for consideration and gives the public an opportunity to cast votes for their favorites. We’ve submitted the topic below and YOU (yes, you!) can help us “MAKE THE STAGE.”