With the many initiatives marketers employ everyday, it’s often difficult to figure out exactly which campaigns are successfully influencing consumer actions. And, in a world where so much of our business is done online, it can be particularly difficult to see the impact of traditional offline marketing efforts in the mix. You know your traditional marketing programs play an important role in online conversions, and you want to know which campaigns are driving that success. So how do you do it? And how do evaluate the results in the end?
My iPhone is pretty much glued to my hand. In fact, I rarely use my laptop outside of work to access the internet. This is fairly typical as a recent study showed that 45% of young adults do most of their internet browsing on their smartphones. I know the mobile experience is different than the laptop–but what’s the difference between mobile and online from a marketing perspective?
Many companies rely on their current analytics or ad server solutions to measure the effectiveness of media buys. The challenges of logging into multiple media tracking systems (adwords, affiliate, ad networks, etc.) and pulling disparate metrics into a cohesive and actionable report is challenging. Every system reports impressions, clicks and conversions using different methodologies making it impossible to create “apples to apples” reporting across these media channels. So it is only natural to try and find a single system to capture all of the metrics and report on them.
There’s a well-known formula for effective goal setting that I first learned about in college – and have heard repeated often in professional training sessions. The technique is to establish SMART goals. You can use a similar formula for presenting effective and persuasive proposals: SMARTER plans. In this formula, each letter stands for a key element of your plan.
As you’ll recall, a universal container tag (UCT) is a master tag that manages all other tags you would normally embed in a page. Beyond controlling the firing logic of other tags, there are a number of other functions UCTs serve.
The question today: What’s Tag Management? Originally, I planned to start off researching a question about performance marketing. Except our Santa Barbara office is buzzing about tag management. Since I’m seated between the business teams and product development, I’m perfectly positioned to listen in on all the chatter. Believe me, there’s been a lot of talk about tag management.
Last week, we reviewed the basics for effectively pitching ideas to internal decision makers. To get a Yes, we recommended that every request include two sets of arguments: the “Why we should do this” and a plan for “How.” Today we’ll take a closer look at making the case for Why your manager should approve your request.
I introduced you to Phylicia last week. I spent the next few days considering how to best facilitate her educational journey. She’s wondering where to begin. And I’m wondering where to begin. Our challenge is figuring out what information she needs to know but doesn’t already.
Last week, I started drafting an upcoming blog post called “The 5 Most Frequently Asked Questions by Online Marketing Newbies.” The inspiration for the post came from a list of “beginner topics” created by the newest member of our Impact Radius marketing team: Phylicia Clifton.
From seeking approval for increased headcount to expanding the budget to test out new media or buy new technology, all marketers face the challenge of getting a “Yes” from internal decision makers. In this series, we’ll look at key, often overlooked elements to woo decision makers.