Want a Great Ad Campaign? Deliver an Out-Of-Home Experience
Want to accomplish a quality ad campaign with a unique out-of-home experience? Partner with a media buying agency to take your campaign to the next level. Three billboards inside Orlando, Florida. Sounds like an Oscar-nominated film, right? In reality, it’s a simple and underused advertising strategy that can deliver serious results. By working with a top local media buying agency, businesses can reap the substantial benefits offered by out-of-home advertising. Let’s take a closer look at why this approach has proven remarkably resilient — and effective — in a world that’s leaving other legacy advertising approaches behind. The value of an out-of-home experience Mobile ads, OTT ads, and other digital approaches are certainly exciting, valuable, and worthy of the attention they receive. It’s important, however, for businesses to find value wherever they can. Sometimes it’s more profitable to zig when the competition is engaged in synchronized zagging. In this case, we’re talking about conventional advertising methods that may lack buzz, but still pack a punch in terms of practical results. Out-of-home advertising is one great example; it’s no one’s idea of bleeding-edge adtech, but it has particular attributes that make it especially well suited to today’s market. This is one reason why it’s becoming increasingly popular with brands and media buying agencies. Why are billboards effective? One key reason is context. We’re deluged with digital advertising, and naturally have grown somewhat immune to it. While we’d probably wager that someone somewhere has actually watched a YouTube ad without hitting the skip button, we’ve never actually encountered such an individual. In the same vein, there are probably people who watch TV ads instead of immediately picking up their phone, but they are undoubtedly a rare breed. Billboards and other forms of advertising, on the other hand, are harder to tune out. We don’t have the same conditioned response to ignore them. The scale is vastly larger. They have a physical presence that tiny screens lack. Additionally, modern technology (including 5G) can be used to deliver billboard ads dynamically, allowing for better targeting. As these technologies grow more refined, it’s not hard to envision a day when out-of-home installations can display hundreds or thousands of individual ads programmatically, based on the interests or characteristics of those passing by. If the inherent benefits of the outdoor model are combined with creative, eye-catching content and execution, the end result can charm, intrigue and even astonish audiences — as you can see in the following two examples. Two great out-of-home experiences in 2018 Beer-maker Corona used out-of-home advertising to create a deeply memorable ad campaign pegged to World Oceans Day. The company built a massive digital billboard depicting a beautiful ocean scene — then installed a “wave” made from huge piles of trash directly in front of the billboard. Passersby could even deposit their own trash on the pile. The outdoor installation drew attention to the fact that eight million metric tons of plastic is dumped into the world’s oceans every year — while earning Corona global media attention and goodwill. McDonald’s, meanwhile, turned eight of its popular menu items into weather icons on a giant billboard in London. The billboard delivered a real time weather forecast for pedestrians, using Big Macs to denote sun and upside down fries to indicate rain. The billboards were especially effective in that they gave Londoners very useful information delivered in a highly unusual and eye-catching form — one that also might just spark an appetite for a burger or fries. These examples are indicative of a larger trend toward out of home ads. According to Magna, out-of-home advertising saw 4.6% growth in 2018, a much higher figure than seen with any other legacy medium. The takeaway At BIGEYE, we’re experts at creating effective ad campaigns using both legacy and cutting-edge approaches. If you’d like to hear more about what our media buying agency can do for you, please don’t hesitate to reach out today.
Understanding the Intricacies of Rebranding: Slack’s Logo Refresh
Rebranding an existing brand is no easy feat – especially with a widespread communication tool – jump into our breakdown of Slack’s new logo refresh. Slack is a corporate collaboration interface. It’s been incredibly successful, growing into an $8 billion company with 8 million daily users in just over 5 years, and now it’s going public. To be more appealing to prospective investors they’ve rebranded, becoming more buttoned-up, sophisticated, and easy to scale. As a marketing research agency, we’re diving into Slack’s rebrand to learn more about these changes, why they were made, and discuss whether we think these changes will be successful… or not. Let’s start with the practical Slack’s original design was a colorful hashtag. Sounds pretty simple, but it’s not. Creative services have to scale and apply this logo all over collateral and in its upcoming IPO. Going public means more applications and rapid growth. According to Slack’s blog, the hashtag is made up of 11 different colors and must be placed at exactly 18 degrees off center. If any shading is done incorrectly or it’s placed on a background that isn’t just the right tint of white…well then the whole thing will simply look wrong. That alone is enough to drive any digital marketing agency crazy, but throw in the fact that rapid growth means more differentiated collateral, and it’s more than enough to warrant revisiting the logo. Using Pentagram as their marketing strategy agency, Slack is repositioning the brand from a fun, playful hashtag to a youthful adult brand. Keeping the logo bright and colorful, they’ve remained young, but moving to a more solid, static, and upright logo does age the brand a bit. To bring back in the hashtag’s lighthearted and lively energy, Slack’s branding agency added what they call “droplets” to mimic the movement and tilted alignment of the original logo. The difficulty of rebranding Moving away from the execution, there’s the fact that it’s difficult to rebrand a well-established, public company. Looking to the future, how would an 11-color hashtag age? 10 years from now, would it be an appealing logo? Our web design company is leaning on the side of no. The hashtag is a popular symbol right now, but as time goes on, trends fade. Objectively, a hashtag is not all that aesthetically compelling and the transparency levels throughout this logo can make the whole thing appear too soft. An important angle to look at is recognition. The new logo is not all that similar to the hashtag. When put right next to each other, it’s easy to understand the progression… but apart? These “droplets” and “lozenges” don’t exactly scream Slack, which is why timing is everything. Yes, Slack is an established brand, but being released in August of 2013, it’s only around 5 years old. As a young brand, in more ways than one, this rebrand is perfectly timed: before going public, where they’d need shareholder approval and after achieving a solid consumer base. Building a brand foundation When it comes to branding, it’s not just the symbolism, scalability, and awareness that needs to be considered—there’s also application. Branding needs to be a solid foundation for any company across platforms. As a successful multi-platform media buying agency, we like to explore the implications of redesign across media and devices. A static, non-transparent logo that can be applied on any background is far more effective. The old hashtag could only be posted certain ways on specific collateral due to its incredibly complicated execution, which limits the brand just when it’s about to grow exponentially. This new logo will drive brand awareness and recognition rapidly with the upcoming IPO. The application applies to more than collateral and static postings. A logo should be dynamic, drawing attention at every single touchpoint. Let’s start with social media marketing services. On every social media platform, your profile has a picture. As far as business pages go, more often than not the logo becomes the profile picture. With how particularly the hashtag has to be placed, this new, much more dynamic logo would make building social pages so much easier. Building out a video and social, influencers can be indispensable when assisting a rapidly growing brand to extend their reach. From what we’ve seen with our own influencer marketing agency, having the right people, in the right place, saying the right things can make or break your brand growth. As far as this aspect goes, the new branding is definitely the right choice. As mentioned before, the old logo is not easy to post anywhere, and influencers post using your brand aesthetics. The easier your logo, colors, and style are to apply, the more effective your influencers will be. Mass communications With the knowledge, we have from our own PR & media relations agency we know that the final PR posts are often not done by the company that has the announcement. This means that the company that is finalizing the post is the one that places the creative. This brings back in the hoops that an agency has to jump through to effectively apply the hashtag logo, the new logo streamlines the communications cycle to get Slack’s brand out there rapidly. The takeaway This new branding is a smart move that builds up Slack for long-term sustainability. When it comes to the application of logos, this new design makes life easier on almost all counts. The hashtag lends itself better to placement and collateral creation. This symbol made up of “droplets” and “lozenges” create a mark that is engaging, strong, and unique. Armin Vit from Brand New said it best in his review entitled “Hash it Out”, “It [the new logo] captures the premise of the platform in a more interpretive way than the literal hashtag and, again, it’s simply a good-looking mark.” As far as changing an established, well-recognized brand goes, now is the best time to do it. Once Slack goes public later this year, huge changes like rebranding would have
Politics Affect Sales According to Influencer Marketing Agencies
Brands and influencers have long exercised great caution when dealing with anything falling into the categories of sex, politics, and religion. Yet times are quickly changing. This election season saw public figures such as Oprah and Taylor Swift engage in unprecedented political activity. Brands, too, were eager to join the electoral fray, often under the direction of an influencer marketing strategy agency. So what does this mean for the future of brands, politicians and these newly emboldened influencers with dedicated followings? Quite a bit, it seems. Why “politics” is no longer forbidden for influencers The high-profile political activity displayed by A-list celebrities like Oprah and Taylor Swift didn’t occur in a vacuum. Influencers as a whole have never been as deeply involved in electoral politics. Fohr, an influencer marketing agency, ran a campaign called “Influence the Election” during the midterms. The campaign asked influencers to connect their Instagram accounts to the company’s website in order to receive story templates to help identify highly engaged political content and encourage tagging and sharing. In a recent interview in AdWeek, James Nord, CEO of Fohr, claimed the campaign reached nearly 100 million people. Nord said he was inspired to start the campaign after he noticed that influencers were largely ignoring news about the Trump Administration’s ongoing attempts to institute a travel ban. Nord said this lack of engagement prompted him to wonder about the power influencers wield and how they choose (or choose not) to use it. Many influencers, Nord believed, failed to post about political issues because they felt it was simply out of their niche. That, however, may soon be changing. How influencers are creating a new kind of politics The “Influence the Election” campaign was designed to be a digital election yard sign of sorts. Just a decade or two ago, candidates fought bitterly to secure the endorsement of newspapers. These endorsements were exceptionally valuable because of the gatekeeper role that newspapers filled. Many people had their political views shaped by the work of a relatively small number of reporters and editors. Today, that gatekeeper role has been greatly diminished. The Internet allowed thousands of websites to blossom, democratizing coverage of news and politics. Even more importantly, social media gifted every person a megaphone. Now, instead of relying on one newspaper to deliver an endorsement, politicians could receive endorsements from individual influencers with highly devoted and motivated followings. Many influencers are staying fairly neutral in terms of content, encouraging followers to vote and support widely popular causes. Yet as the space matures, we could soon see influencers working on behalf of candidates much in the way they work for brands. Candidates can identify influencers who have followings that match their demographic priorities — and who have political views in alignment with their own — and ask the influencers to use their platform to promote their campaigns. While this is a tricky road to tread (especially given the past problems Facebook and other platforms have faced with more nefarious targeted influence campaigns), it’s not difficult to envision a future where politics and commerce are largely indistinguishable in the way that they interact with influencer marketing. The right influencer marketing partner At BIGEYE, our team helps develop the kind of influencer marketing campaigns that can drive sales – or even win an election. Reach out to us to learn more about what a world-class influencer marketing strategy agency can do for you.
Why New Alexa Programming Tricks Are a Treat For Users
In a very short period of time, Amazon’s Alexa and Google Assistant have gone from tech novelty to an honorary member of the family for millions of people. With Alexa programming growing ever more refined and powerful, it seems as if there’s no end to what smart speakers can do around the house. And now thanks to some recent upgrades, you can add “trick or treating management” and “voting assistance” to the list. Why Alexa’s new tricks are a real treat Alexa’s ability to respond to what’s happening in the world around us is one of its most intriguing qualities. A great recent example is Alexa’s capability for making event-driven announcements via smart cameras and doorbells. These announcements can be customized to fit almost any event, including holidays, birthdays, and other special occasions. During Halloween, if a smart doorbell sees kids approaching, Alexa can be programmed to turn on house lights and music and either welcome trick or treaters to a home — or inform them that the candy supply has been depleted and the home is closed until next year. Amazon released two new APIs (Doorbell Event Source and Motion Sensor) that allow developers to quickly and easily add this functionality. Once added, Alexa users can enable the announcement feature in Alexa’s Smart Home device settings section. This new integrated feature comes off the heels of Amazon’s recent purchase of Ring, the smart doorbell company. Some Alexa devices (including the Echo Spot and Show, also allow for the enabling of two-way communication via smart camera between residents and those knocking on their doors. How Alexa is creating more informed voters Halloween isn’t the only example of Amazon working to make Alexa’s skills more timely and relevant. Prior to Election Day in the United States on Nov. 6, Amazon equipped Alexa with a much wider base of election data. This information included polling station locations, real-time election results, and detailed information about various local ballot measures — exactly the kind of information that voters need, but often have a hard time finding in one central location. All of the election information delivered by Alexa is strenuously non-partisan; Amazon worked with three partners to help furnish the necessary data: RealClearPolitics for polling, the Associated Press for election results and Ballotpedia for ballot measure language and explanations. Amazon said it chose these sources because they were the most “credible and neutral” that the company could find. Amazon assembled its own “war room” of data scientists, engineers, and other personnel to ensure the election information provided by Alexa was as accurate as possible. Given the recent electoral disinformation controversies involving Facebook and other social platforms, it’s not surprising that Amazon chose to prioritize neutrality and accuracy. For Alexa users, the ability to access high-quality election data that’s updated in real time is a significant plus — and one more example of how Alexa programming is improving the lives of users in small but tangible ways. Looking for a skilled Alexa programming partner? As a digital marketing agency, we help clients maximize the reach and power of Alexa by creating skills that help deliver valuable products, services, and information to their consumers. If your business could benefit from a new, more sophisticated approach to Alexa programming, please don’t hesitate to contact us today.
How Influence Became the Currency of Marketing & Why It Matters
If you’re a longstanding fan of TV’s “The Bachelor” or “The Bachelorette,” you’ve probably lost count of the hundreds of contestants who have contended for roses and eternal love (or at least a plausible television wedding) over the course of the last decade. Yet just because eliminated contestants may drop out of sight, doesn’t mean they drop out of the public’s mind. Many have devoted followings on social media that endure long after their time in front of the camera ends. And marketers are well aware of this. Ex-reality TV stars pitching products on Instagram and other platforms have become a cottage industry. Whether hawking teeth whitening strips or “flat tummy tea,” contestants from “The Bachelor” and other shows are cashing in. While they may have failed to find a perfect TV love match, they’ve found the next best thing: A new career as a well-compensated influencer. How influencer marketing became inescapable At this point, cultural influencers have become both omnipresent and meme-worthy — just look at the new “Influencer” Halloween costume from Urban Outfitters, for example. Yet influencer marketing isn’t the sole province of reality stars and social media personalities. While it’s true that many of these influencers have built sizeable and devoted followings, you can also think about influencer marketing in a much broader way. One such example is Nike’s recent campaign built around NFL quarterback Colin Kaepernick. Though the on-field protests Kaepernick led and inspired were controversial, they were also deeply inspiring and influential to a large segment of consumers. By creating a campaign that highlighted, in a central fashion, Kaepernick’s protest for social equality, the influencer marketing strategy agency tapped into the disposition in a very real and moving way. Of course, this isn’t the kind of influencer marketing that’s fit for everyone — it’s a polarizing issue with the potential to divide audiences. But it also allowed Nike to become a serious player in an ongoing cultural conversation — not an easy thing to do for any brand. Another example is McDonald’s. As AdWeek notes, the burger chain has been drawing positive reviews for the minimalism incorporated in its new global design aesthetic. McDonald’s creative agencies seem to be on the same wavelength. Remember the artist Banksy’s self-shredding painting — the one that self-destructed after being purchased at auction? Worldwide media was fascinated by the story (much as they are with anything Banksy-related), so McDonald’s creative team came up with two minimalistic takes on the art world phenomenon. It was a clever way for McDonald’s to trade on Banksy’s influence, and the larger trends that are driving art, media, and design. Do I need an influencer marketing strategy agency? Influencer marketing is inescapable for a good reason — it’s highly effective. Brands can target highly motivated niche audiences by partnering with social media stars, or become part of larger societal trends by incorporating those themes into their campaigns. The right influencer marketing strategy agency can play a key role in cultivating the necessary relationships with key influencers, while also helping brands identify the most influential trends with which to work. At BIGEYE, we specialize in helping brands grow their audiences by implementing highly effective influencer marketing strategies. Contact us today and we can do the same for you.
How Gap Inc. Uses Attribution Modeling to Build Direct Connections
Understanding and connecting with an audience on a deep level is the Holy Grail of sorts for most marketers. Businesses with real insight into who their customers are can understand what truly motivates them. Customers, on the other hand, feel better about businesses (and marketing in general) when they feel they are being addressed as an individual, rather than as a group. Personalized digital marketing created by the right attribution modeling company is one of the best methods for cultivating that kind of relationship with consumers — and one of the most interesting examples of that approach is being taken by Gap Inc., the global retailer behind The Gap, Banana Republic, Old Navy, and other brands. How Gap Inc. is forging personal connections through advanced technology In order to better connect with customers, Gap Inc. tapped into the power of deep data by building an advanced digital marketing stack centering around a proprietary customer data platform (CDP). By using both first and third party data, the company was able to create an in-depth and unified profile of its customers. This approach allowed Gap Inc. to target these customers across digital marketing channels with creative and highly tailored ad content. Cutting-edge dynamic content optimization technology was the key to this operation, as it allows ads to be personalized for each customer at the moment of viewing, based on data collected by Gap Inc. So what’s most interesting about the approach is taken by Gap Inc.? First, the company chose to invest in a proprietary CDP, giving them the freedom to build and customize a platform that best suits their needs. Next, Gap Inc. chose to integrate the first party data it already collects with information about customers interests and demographics, allowing them to create a fuller picture of who their audience is and what motivates them. Finally, Gap Inc. is deploying sophisticated technological tools, similar to that of an attribution modeling company, supported by an in-house data science team. Content optimization technology helps deliver ads that are relevant, compelling and wrapped in the appropriate messaging context. Machine learning and AI tools, for example, can optimize the voice in which a marketing message is delivered based on the current mood of the customer. Gap Inc. also leveraged the power of AI when building its CDP solution. Because the company has tens of millions of customer records, an algorithmic segmentation solution was necessary. The company used AI to create a unified view of its customers across channels and transactions, then deployed a separate AI solution to enable probabilistic customer matching, done in real time. This led to superior match rates and the ability to fine-tune marketing messages on the fly. What brands can learn from Gap Inc. Modern marketing is both an art and a science. The right creative work can move people and spur them into action, but it takes pinpoint distribution to maximize a campaign’s value. The Gap Inc.’s development of a proprietary CDP and its forward-thinking integration of AI and machine learning tools are examples of how technology can help brands connect with their audiences on a much deeper level. At BIGEYE we’ve always tried to stay at the vanguard of new technology, while never losing sight of the creative human elements that inspire audiences. Contact us today if you’d like to hear more about personalized marketing and how the right attribution modeling company can take you to exciting new places.
OTT, You Know Me! Jump Into Cross-Channel Advertising
Television and film content has been migrating online at a rapid rate. Most of us use platforms such as Hulu, Amazon Video and Netflix daily– if not hourly. Popular streaming services such as these are generally referred to as OTT (or “Over-the-Top”) media. The idea behind OTT is simple: Instead of a conventional set-top box, audiences simply stream their favorite content directly from a provider’s app. This, in some cases, eliminates the need for a cable or satellite company to act as a content distributor. Overall, the transition to OTT has made the process of watching our favorite programming easier and more accessible than ever before. We can open a mobile device, fire up an app and stream content anywhere at any time — a shift that has a multitude of significant implications for marketers. Why OTT is essential for cross-channel marketing campaigns Studies have long illustrated the utility of a cross-channel advertising approach: One survey found that 72% of consumers prefer an integrated marketing approach across all channels. Meanwhile, Google discovered that consumers displayed better brand recall during cross-channel campaigns (74%). So this much is clear: A cross-channel approach not only works better, it’s the campaign format that audiences find most useful. Here’s another important statistic: Roughly three out of four people consume OTT content, and the number of OTT-only households has tripled over the last five years. Additionally, one-third of OTT consumers watch content on three or more devices. Some other eye-opening OTT numbers: The four largest OTT services (Netflix, Hulu, Amazon and YouTube) average a total of nearly two hours of viewing time per day in every U.S. household. Streaming accounts for 11% of all TV viewing in the 18 to 49 demographic – an increase of more than 100% in the last three years. Netflix accounts for the lion’s share of OTT consumption (40%). YouTube is second with 18%; Hulu 14% and Amazon 7%. Given these numbers, determining the optimal approach for marketing in the OTT ecosystem should be a key consideration moving forward. According to a recent Video Advertising Bureau report, 65% of people who use a second screen when watching OTT content have researched products or services they’ve seen advertised on the programming they are watching. This kind of multitasking is a boon for advertisers and marketers, and the future possibilities for integrated marketing are profound. A generation or two ago, advertisers were forced to take a scattershot approach to reach audiences. Market research and notoriously unreliable TV ratings were the tools of the trade, and the only real methods available for creating targeted ads over a TV set. Today, advanced data analytics have allowed the process of ad targeting to make a quantum leap in effectiveness. The general trend toward OTT consumption enables even more precise targeting, as OTT content is streamed across devices and apps that often know more about our history and preferences than we do ourselves. OTT allows advertisers a deep level of control; they pick who sees an ad, the device it’s on and when it shows. They can track which ads are skipped, which ads are watched and the overall preferences of viewers. Incorporating OTT advertising into a campaign isn’t without challenges, however. Advertisers, for example, need to create ads that are optimized for myriad screen sizes, browsers, platforms etc. Yet the truth is fairly simple: Audiences want cross-channel advertising, and they want content streamed Over-the-Top. It’s the job of marketers and advertisers to give it to them. The takeaway The numbers tell the story: OTT viewing is experiencing explosive growth, and will eventually become the default content viewing experience for most audiences. The data-rich OTT ecosystem is also fertile ground for the kind of highly-targeted cross-channel advertising that moves the needle. Connect with us today to discuss how OTT can help your advertising be seen by the right people in the right place at the right time.
Play to Win: Why an Influencer Outreach Agency Partners with Gamers
Think gamers are too niche of an audience for your business to pursue? Guess again. These days, virtually every household has a gamer, and most have more than one. Whether we are talking about die-hard gamers streaming their exploits on Twitch or the businesswoman who relaxes with Candy Crush on her smartphone, gaming permeates our common culture. Working with the right influencer outreach agency can help you take advantage of these unexploited outlets. Influencer marketing connects gamers and brands The first thing to understand about influencer marketing and gaming is that the two are inextricably linked — influencer marketing is pervasive in the gaming industry. Brands hire top e-sports stars to pitch their products and video game makers use real-world athletes to pitch their games. This means that gamers, as an audience, are conditioned to respond to influencer marketing in a way that general audiences are not. Gamers are also a massive market; by 2020, there are projected to be 213 million mobile gamers alone. The demographics of this audience aren’t necessarily what you might envision. More than half of mobile gamers are women, one-third are older than 45 and most have significant disposable income. Sounds like an ideal mix for brands and marketers, right? The next step, however, is critical: Finding the right partners to maximize a brand’s reach and influence. Identifying the right influencers Influencers come in many forms in the gaming industry. They include professional e-sports players, amateur game streamers with massive followings on YouTube, Twitch, game developers, and other content creators. Because becoming a gaming influencer can be a very “bottom up,” democratized process (barriers to entry for building an audience are very low), those who wield the most influence in the gaming sphere may be little known among the larger public. This shouldn’t dissuade you from working with someone, however. Gaming audiences also tend to be rabid in their support for their favorite players, developers and streamers — the most popular of whom generate millions of dollars from donations and advertising revenue. When working with influencers, it’s also important to allow them the creative latitude to highlight or pitch your product in their preferred fashion. They understand their audiences better than any outsider ever could, and it’s important that any pitch or placement be done in an authentic and organic manner. Finding the right influencer, however, may require working with an influencer outreach agency. Need help getting started? If you’re unfamiliar with the conventions of gaming culture — or influencer marketing — it’s a smart idea to partner with someone with a firm grasp on both. A top Florida marketing agency like BIGEYE can play a critical role in helping you find the right gaming influencers and kick-starting a new, highly effective targeted campaign. By working with the right influencer outreach agency, you can be certain that your influencer marketing initiatives are thoughtfully conceived, well executed and designed to deliver an excellent return on your investment. Reach out today to begin organizing the proper influencer strategy for your brand.
Want Deeper Insights into Your Attribution Modeling? Ask a Model
Marketing used to be a lot simpler. Businesses had just a handful of channels to operate in, making assigning credit for purchases a fairly trivial task. These days, channels have proliferated and we have seen a vast increase in the number of consumer touch points. Attribution modeling is one of the best solutions for tracking sales costs and campaign success. Attribution modeling explained As the complexity of marketing processes has grown, simple yet critically important tasks — such as determining the source of sales and conversions — have become markedly more difficult. Customers typically don’t just go straight to a website and click the buy button. Sales are usually the result of multiple interactions across a variety of platforms prompted through a series of messages or interactions. Attribution modeling is a framework that allows organizations to gain greater visibility into how credit for sales and conversions should be awarded or divided. There are multiple ways to model or map out credit. These model varieties serve as a set of rules for how credit is assigned to specific touch points within conversion paths. To better illustrate how this works; let’s take a look at some basic attribution models. First and last interactions models Under these rules, a single source earns credit for the sale. Using the first interaction model, the touch point that initiates contact (perhaps a downloaded white paper) would receive full credit for any sale or conversion. Under the last interaction model, the final touch point (something like a sales call) earns all the credit. While these are fairly easy to implement and track, they don’t always provide a full picture of how a customer arrived at a buying decision. Linear, time decay and U-shaped/position-based models Under these rules, multiple sources can receive credit for sales. The linear model attempts to give every touch point equal credit, while the time decay model gives greater weight to touch points that are later in the buying process. The U-shaped/position-based model gives greater weight to early and later touch points and reduced credit to those in the middle. Choosing the right attribution model depends on a variety of factors, including the amount of data that is accessible and the overall complexity of the marketing campaign. Simpler campaigns with fewer moving parts may have enough visibility to make one-source attribution models a viable choice. Businesses may also create their own custom attribution models that assign weight to touch points based on their own specified criteria. Given the challenges businesses face in the realm of digital marketing, developing a useful model for assigning credit is an essential part of generating accurate ROI assessments. Companies that make this a priority will earn a significant competitive edge when designing sophisticated multi-platform marketing campaigns. Modeling the next step If your business is aiming for more ROI clarity and better multi-platform campaigns, a top Florida advertising agency like BIGEYE can help make this a reality. We have the technical chops and marketing expertise to help you deploy the most accurate and effective
How an Influencer Agency Connects You with Industry Trendsetters
In the scary, dark, pre-internet days, pretty much all you had to rely on when choosing a product or service was what each company had to say about itself. Thankfully the internet is thriving and here to stay, plus there are better and more reliable ways to get an unbiased opinion. People with in-depth knowledge about consumer needs and the best way to meet those needs — so-called “influencers”— are happy to share their insights about a particular product or service. In fact, for many of them, that’s all they do. If your business has quality offerings, an influencer agency can help connect you with an influencer who will review and talk about your product or service with their eager and engaged audience. The results? A new, relatable voice for your company to work with. Reap the benefits of working with an influencer agency Establishing a relationship with an influencer (which is not always an easy feat) can provide a bunch of benefits for your company. Immediate trust If you have not already experienced the frustration, building trust in your target market can take months, if not years, on your own. Audiences, however, trust the influencers they follow. Obviously, that’s one of the reasons they follow them! If the influencer speaks highly of your product or service… bingo! They’ve effectively transferred their followers’ trust to you. Increased awareness Brand positioning is key to a business’ success. If the right influencer recommends your company, you’ve immediately raised your profile and secured a key piece of marketing turf. Enhanced content marketing strategy When you reach a point with an influencer that they are willing to share your material with their followers, you now have a new platform for your content marketing efforts. Increased partnership opportunities Prospective customers aren’t the only people who listen to influencers. Potential business partners do as well. Sharing your story through an influencer you’ve found with the help of an influencer agency can lead to connections with organizations whose offerings complement and enhance your own. Improved search engine optimization (SEO) If recognized industry experts create links from their websites to yours, the search engines see your site as more credible and more important, and that can move you up in the search rankings. Can you connect with influencers on your own? Maybe… There’s no rule that says you have to go through an influencer agency to reach an influencer. There’s also no rule that says you have to go through a grocery store to get milk for your cereal. If you’ve got the land and the know-how to raise a cow, have at it! But, if you want to find the right influencers and approach them in the right way so that they are open to learning more about your offerings, it’s wise to leverage the expertise of an influencer agency. The truth is, awkward or overly aggressive outreach can turn off an influencer, and they tend to have long memories! When you’re ready to get the blessing of the influencers in your market, give us a call. We’re a respected digital marketing agency that can simplify and streamline the “getting to know you” phase, so you can move more quickly into the “help us reach our target audience” phase!
