Performance marketing insights, discussions and expertise

Newbie Series in Review

By on September 14, 2012

Back in July, Lisa introduced me to the Impact Radius blog and thus, all of you. Since then, I have spent my days perusing the internet, pestering my knowledgeable team mates, asking questions, taking notes, asking more questions, and putting all that information in words to answer those 7 initial questions.

Well, Wednesday afternoon, I posted the final answer to the final question on the list. And now, it’s time for a recap!

  • I hear a lot about Tag Management. What is it? And, remember, I’m a non-technical marketer.  To tackle this, first I asked, “What is tag management?” We looked at the universal container tag (UCT) and how it contains the information and the logic for all of the other tags you would normally embed in a site. Second I asked, “What does tag management do?” Here we looked at the functionality of tag management and how it allows marketers to easily make changes to tags and collect more accurate data while also enhancing the performance of a site (thus increasing chances of conversions).
  • What’s the difference between mobile and online? Aren’t they pretty much the same thing? Apparently not. Recognizing the differences in both the technical and communication aspects of mobile promotions from other digital channels gives marketers a better opportunity to improve response and achieve overall objectives.
  • How can I track whether or not media and programs that started offline and moved online generated results? For example — event sponsorships? 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. However, there are 4 easy methods to integrate your traditional marketing efforts with your online business presence
  • Which of my marketing channels and programs warrant the most effort and/or investment? What information should guide my decisions? For this, I looked specifically at evaluating whether or not new channels merit the effort and investment from your marketing department – knowing how to evaluate a channel before investing in it will guide your efforts toward channels of greater value.
  • How do I prove the value of my media buying for channels like display, social or mobile? Proving the value of your marketing efforts can be tricky. There is no one specific method for calculating effectiveness in every channel. Neither is there any specific set of methods that works for all companies. There are, however, three important pieces to proving value.
  • What are the basic arguments for and against using coupons and discounts in marketing campaigns? Digital coupons show up everywhere across the internet – display advertising, social media, email campaigns, coupon sites. Many brands actively use digital coupons to increase sales. Many others question the real value of this marketing tactic. While there are challenges to digital coupon campaigns, having the right foundation in place can help make coupons a valuable asset within the marketing mix.
  • I hear the description “Performance Marketing” — and I think to myself — shouldn’t all marketing be performance? How do you define it? Performance marketing is essentially a marketing model in which a brand “post-pays” a publisher or media partner for an action as determined by the brand – be it click-through, percent of sales, or any other desirable action. That being said, shouldn’t all marketing be performance?

And there it is – all the questions and answers in one place. Well… all the questions we started with. I’ve been noting new questions of my own and have received a number of topic suggestions since my first post. Please keep them coming! If you have any topics or questions you’d like to see me tackle, leave it in a comment, shoot me an email, or tweet it to @Impact_Phylicia.

Looking forward to continuing the journey and thank you to everyone who has contributed thus far!

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