Every budget cycle, marketers question whether they have the right media mix to optimize sales, whether they need to shift dollars between channels, especially in the rapidly changing digital landscape. In a recent Marketing Land article, Scott Rayden, chief revenue officer for 3Q Digital, offers seven clues that a change in your digital mix may be in order. Here are a few of his tips, starting with a no-brainer: If your brand, and non-brand, search numbers are declining, it's time to consider new ways to boost online brand awareness. He advises taking a look at options such as Twitter, display ads, video, Facebook, Pinterest, and Gmail sponsored promotions. Next, now that mobile traffic has topped desktop traffic, you are clearly behind the curve if most of your traffic, whether B2C or B2B, is desktop-driven, so invest in mobile. Rayden also notes that even with great CRM and well-segmented e-mail campaigns, you may not be mining all the gold in your first-party data. Consider using customer knowledge to prospect for lookalikes with new targeting programs offered by Facebook Lookalike Audiences, Google Similar Audiences and Twitter Tailored Audiences, he suggests. And if you are generating lots of leads but not enough paying customers, he advises rethinking targeting and linking CRM first-party data to marketing campaigns to weed out junk lead sources and boost channels delivering conversions. And, of course, pay attention to competitors; if they use many more channels to target the same demographics or firmographics, an expanded media mix may be in order. For more tips, read http://marketingland.com/7-signs-cmos-need-examine-media-mix-133456
David Kanter, President and CEO of AccuList, is a list brokerage and direct marketing expert. For more than 30 years, he has helped companies and nonprofit organizations achieve their marketing goals. With David's Direct Marketing Forum, he shares, and invites others to share, helpful direct-marketing industry news, trends, analyses, resources, and tips for success. Please read our Comment Policy.
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