Big data is everywhere in business, and digital paid media is no exception to the trend. Tracking tools and systems capture everything, from initial product exploration to sales revenue (and all touch-points in between), associated with digital media placements and marketing dollars. But is there value in looking beyond what data has to offer to where
intangible measures can take over?
It is easy to overlook that data is only a tool that is as good as the context that we create out of the numbers. Susan Etlinger says in her TED talk, “Data doesn’t create meaning, we do.” Evaluating the return on investment (ROI) of paid media purely from data and metrics is as crippling to its success as isolating its performance to that of a single metric, like click-through rates. While a click-through rate can tell you about the persuasiveness of the messaging in a banner, it tells you very little else without also considering other metrics. So why then do media budgets and strategy rely so heavily on a few tangible measures of success?
Maybe it’s because the tangibles are clear and definitive, while the intangibles require a leap of faith in aspects that are not directly credited to paid media alone. Paid media is part of a larger marketing mix that, when balanced, leverages all other channels to achieve far greater results than a single channel can produce alone.
Intangibles that can affect the performance of a paid media program can vary from company-to-company and even between campaign launches, but some considerations include:
Presentations are about making an impression; and for centuries, public speakers have used devices to help engage the audience. For turn-of-the-century politicians, it was transforming the caboose of a steam engine into a platform for reform during whistle-stop tours. For comedian Gallagher, he owned the 1980s with a watermelon and an oversized hammer. For the late Apple CEO Steve Jobs, it was an actualdevice.
At M/C/C, we feed off of devices and presentations. Recently, we had the pleasure of designing a presentation method for one of our clients, Harris CapRock Communications. Harris CapRock was introducing a first-of-its-kind communications service to the energy and maritime markets, Harris CapRock One, and they asked us to concept an innovative way to demonstrate the service at tradeshows and meetings. Instead of throwing together a Powerpoint, handing them a laser pointer and calling it a day, the M/C/C creative team scoured the deepest parts of its collective brain pan to come up with a better, more functional way to present ideas.
Content marketing continues to flourish. M/C/C, our agency peers, clients and prospects all understand its value to the buying process. Marketers continue to make content marketing one of their top priorities, and B2B and B2C companies alike are leveraging it for brand awareness, engagement and leads.
It’s been a while, but I previously wrote about how to get the most out of your content marketing. The post, based on the concept of “stop selling and start helping,” encouraged marketers to develop content that their customers and prospects want to read, not what they want them to read. I went on to suggest that regardless of the form or distribution, the most successful content should help customers and prospects solve problems and put them on the path to meeting their business goals.
Bloggers allow readers to have an inside peek at their family lives. They write in a way that makes you feel like you’re a close friend and they let you in on all kinds of tips and secrets. From travel to technology and health to fashion, mom bloggers write about every industry and specific topics, similar to beat reporters.
Did you know 55 percent of moms who use social media daily made a purchase based on the recommendation of a blog? With that kind of impact, it is an absolute must for brands targeting moms to reach out to bloggers, but these influencers are not like traditional reporters.
When pitching bloggers there are three important things to remember:
1. Customize your pitch
Bloggers are able to see right through a mail-merged, cookie-cutter pitch. Describe why your product or service is perfect for their exact situations. It helps to look at each blog and read some recent posts. Look at social platforms to see what kind of content engages their readers. Get to know their families and see where your brand could fit into their lives. Do not ask what type of content they write about — you should already know this.
Words can hurt, especially typed words. So when I spew this hot bloggy venom about poor Internet habits that need to be copy-and-pasted into a Word document, printed and lit on fire while being shredded, I’m saying it…because I care. Like a mother fawning over her newborn babe, I only want what’s best for your Internet experience. I want our Internet forefathers to look down from their white space and smile admirably at your digital choices in life. I don’t want them to see you staring at an empty black spot on your screen that, to most users, is some fragment of HTML5 that should be printed and hung in The Louvre. I want you to see it as I see it — for it’s vast array of color, pagination and imagery that just so happens to supply us with the information we desire.
But alas, it’s 2015, and a large portion of our Internet population is living in the past. I didn’t want to call anyone out, but I’m staring directly at you, Microsoft Windows 7-slash-Internet Explorer 8 user! You and your other outdated-browser buddies are ruining the Internet design experience for the rest of the lot! Sigh. But it’s not entirely the user’s fault. Some businesses are stuck in a site design rut, too. Why just the other day I ran across a company’s site that’s built entirely in Flash. Look, if you have to build a warning to users before they enter your digital home, you’re Internetting wrong.
Fear not. Bad Web habits were made to be broken. Once you’ve accepted your problem, we can identify the issues and perhaps offer a few solutions allowing you to see the world seamlessly across multiple devices. And in some cases, allow your customers to actually see your site. Let’s start with a simple one.
By now, you’ve probably seen the TV spot for Squarespace, which promises “Better websites for all.” Or maybe you’ve heard of Wix, which claims to “make it simple for everyone to create a beautiful, professional Web presence.” No doubt you know WordPress, which, for years, has been the go-to blogging platform-turned-world-leading content management system (CMS). These Web-building tools and others like them have really come into their own over the past couple of years, giving all people the ability to create powerful, advanced and aesthetically awesome websites without a lot of design or development experience. A few years ago, I might’ve turned my nose up at these template-based, semi-customizable websites, but not any longer.
From a design/development perspective, most templates are actually really good these days, and some are outright stunning. Not long ago, templates were created by less talented designers and built by developers with limited skills. But today’s Web-building tools help average Joes launch clean and sophisticated websites with large-format imagery. They’re coded in HTML5 for some of the most advanced functionality available, and many are responsive so they display and function beautifully on devices of all sizes. What’s not to like?
If you’re not already personalizing your marketing, you better start. Personalized messages are more relevant, which makes them more compelling. Compelling messages help generate more interest, which will lead to more sales opportunities. And that’s going to make you and your business more successful.
Don’t believe me? In a recent study conducted by Adobe, marketers identified personalization as the top marketing priority in the future. Ginger Conlon, editor-in-chief at Direct Marketing News, says “Personalization is what captivates high-value customers.” So true.
Personalized marketing to address customers’ preferences or needs can take many forms. While slapping a first name on the front of a postcard is technically personalization, I’m going to share a couple of more meaningful examples with you. A longtime client of ours, Hudson & Marshall, is in the real estate auction business. While the auction aspect of their business gives it a niche, it stills play in the same highly competitive sandbox as most other real estate companies. Therefore, the company takes advantage of personalizing its ads every chance it can.
Not even five years ago, there was a word that was downright dirty amongst professional Web designers: template.
If you worked with a template, especially on behalf of a client, you weren’t worth much to anyone – after all, a template was supposed to be something anyone, even a layman, could effectively implement on their website. Well…things changed. Looking back on Web development over the last few years, I’ve figured out why.
We all know the old saying, “If a tree falls in a forest and no one is around to hear it, does it make a sound?” This concept as applied to modern Web design might read, “If a website has an amazing design and cool/advanced features but takes too long to load, will anyone use it?”
And thus is the struggle of the modern day Web designer. Of course, we want our designs to be striking and our websites to have cutting-edge features. But at the same time, we don’t want the design or features to overshadow the ultimate goals of the website. Maybe just as important, we don’t want the site’s features to adversely affect the site’s performance: slowing down load times or overcomplicating the interface, which could turn users away.
Recently, I attended a Dallas User Experience Group meetup. One of the featured speakers, Jeff Whitfield, touched on this topic during his talk. At one point, Jeff started to draw a pyramid on the whiteboard and related it to a user’s experience on a website. This idea referred to an outstanding article written a few years back by Smashing Magazine called, ‘Designing For A Hierarchy Of Needs,’ which applied psychologist Abraham Maslow’s hierarchy of needs theory to Web design. (This article has a solid explanation of Maslow’s theory, as well as a great application to Web design. See visuals below.)
At the heart of the Smashing Magazine article and Jeff Whitfield’s talk was this question – In terms of the experience of a website, what is the most important thing vs. the least important? As he drew the pyramid, Jeff explained that the base of the pyramid is the most important. As applied to design, the base is functionality: does the website work/load correctly/address the user’s basic needs? If the website does not load correctly, or takes too long to load, or doesn’t have the content the user is looking for, they will leave your website. Quickly. The user in that case won’t get to experience the amazing looking features you spent months creating. The same goes for general human needs. If you don’t have enough food to survive, you won’t get to achieve the higher level needs we aspire to in life: like peace, knowledge and self-fulfillment.