Category: Media Analysis & Measurement

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Attribution Modeling Campaign Creation & Development Conversion Optimization Creative & Production Digital Targeting Services Media & Analytics Media Analysis & Measurement
chipolte blog header wFilter
chipolte blog header wFilter

Let’s get controversial. You’ve probably heard the saying, “no news is good news.” You’ve probably also heard the saying, “there’s no such thing as bad publicity.” But when your company is the target of bad press – such as fast-food behemoth Chipotle’s recent scandal, thanks to the “Chubby Chipotle” smear campaign running in the New York Post – which maxim do you stand by?

The reality is, there’s some truth to both statements. If you suddenly find your brand at the center of unwanted attention, take a step back and remember that your response can radically influence how the public weathers the news. If we were in Chipotle’s shoes – this is what we’d do.

1. ENJOY THE CLICKBAIT:

First and foremost, publicity equals free advertising. We hate to be reductive, but in terms of raw numbers, an article in the New York Post is the public relations equivalent of a $300,000 ad campaign. Even though the article questions Chipotle’s ethics, a feature in the Post means more people will be surfing to the Chipotle site and thinking about their products. And when your burrito brand is at the top of mind, it’s also more likely to be the go-to dinner spot after a late workout at the gym. Clickbait – those scandalous headlines that blur the line between journalism and gossip while begging to be clicked – may not always yield the best online traffic, but they do increase visitors, have the possibility to go viral, and keep people talking about your brand.

2. DON’T FORGET TO ASSESS THE DAMAGE:

That said, we aren’t suggesting that you ignore the gravity of the situation. Take a step back from the immediate impact of the article and ask yourself if the situation is really going to turn customers away. If you’re a loyal Chipotle customer and you see the Chubby Chipotle ads, you may be tempted to surf onto the Chipotle website and join the conversation. If you’re anti-Chipotle, you might want to do the exact same thing. The article doesn’t reveal anything most Chipotle fans or fast-food followers don’t already know, so it may be safe to assume that this story will line tomorrow’s waste bins and little or no response is needed. If you were in Chick-Fil-A’s shoes back in 2012 when they were brought to task over their religious intolerance toward same-sex marriage, this may be a different story. Only your target audience, the severity of the article or accusations, and how brand loyal your followers are can answer that question.

3. DECIDE IF YOU NEED TO RESPOND … AND HOW:

If a response is needed, recognize the power an influx of online traffic and social media attention has on this situation and your brand. You’ve just increased your reach and given yourself an organic platform to handle the situation with grace, uniqueness, and class. A well-timed article, blog post, or Facebook campaign could turn a scandal into a sensation and validate the values your brand stands for. No one likes to be criticized, but a memorable response can make or break the public’s reaction to even the worst faux pas. For example, on August 6, Vanity Fair ran an article chastising Tinder for supporting an unhealthy “hook-up culture.” Thirty-one rapid-fire Tweets later from one of Tinder’s employees, and the abashed dating site went from zero to hero. The company never admitted whether the response was planned or not, but the results prove our point entirely.

We feel for you, Chipotle. But when life gives you lemons  … we recommend that you make a big ol’ burrito with all the fixin’s.

Is your brand in need of some repositioning to positively impact consumer perception? Contact our team of brand strategists today to learn more about how we can help!

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Audience Audience Analysis Consumer & Healthcare Healthcare Media & Analytics Media Analysis & Measurement
4 reasons why digital... Blogheader 1200x600 c default
4 reasons why digital... Blogheader 1200x600 c default

It’s definitely a challenging time to be working in healthcare.
There are political pressures – and competing agendas – to expand or undo the insurance structure. Along with increases in billing, every insurance provider requires their own rules and paperwork, and regulations are constantly evolving regarding the best practices for discussing or sharing patient information.

On the brighter side, there are also more tools to help patients, such as information that can be easily accessed or shared on mobile devices. And the economic outlook for the industry as a whole is nothing but positive – the Bureau of Labor Statistics predicts the medical and health services workforce to grow by 23 percent by 2020. More Americans are now eligible for care, which is good for them, but it may create challenges for providers who already have been feeling stretched thin. Consumers are also increasingly interested in managing their own care, which also is a noble goal but can create concerns about quality.

So healthcare marketing is especially critical – providers need to get the word out that they’re available to assist. And they also need to connect with audiences who no longer seek their services in the same places that they used to, such as newspapers or phone books.

For those who follow current healthcare marketing trends, the industry is increasingly going digital. Here are 4 reasons why you need to secure an online presence via a sound digital advertising strategy:

1. It’s where the audiences are:
According to the U.S. Census, 83.8 percent of households owned computers in 2013 – and jumped to 87 percent the next year. Of these, 78.5 percent own a desktop or laptop and 63 percent have a handheld computer. As of 2015, 84 percent of households reported regular Internet use, and 73.4 reported high-speed connections. The Pew Research Center said that up to 80 percent of Americans have also tried to look up health info online, especially specific conditions or diseases for themselves or others. Whether you’re promoting your medical services on social media or online ads on other sites, your healthcare advertising can reach a significant amount of the general population. Ad programs also can let you drill down and target certain age groups or geographic areas who will especially receptive to your message.

2. Audiences want health info:
The same Pew study showed that 70 percent of surveyed adults received healthcare information from their health provider, which is good. But 60 percent said they also get health info from friends and family, which may be riskier. With the power of the Internet, people can now learn about any sort of ailment, no matter how uncommon. It’s also an easy source to self-diagnose, from basic sniffles to a new blemish. According to the U.S. Library of Medicine’s Medline Plus site, teens are especially prone to seek out their information online first, even before talking to their parents, their teachers or health providers – 58 percent usually start with a Google search. Your healthcare digital marketing can focus on you as someone who can help find answers quickly and easily.

3. To counter the bad stuff:
Though an online community that’s increasingly aware of basic health can have its advantages, the downside can be that they may wind up at questionable, unreliable, even dangerous sites. However, you can portray yourself as a health professional who will always provide accurate information, or dispel some of the half-truths or outright lies they may run across online. Your healthcare digital advertising can drive people to your site to get our perspective, and you can even reinforce the point with web content or blog posts telling why some online claims aren’t quite true.

4. To build your brand:
Whether you’re a sole provider, part of a group of physicians or even part of a hospital community, you need to claim your online presence and find a way to stand out from the other area providers. A hospital marketing itself online can portray itself as the community’s prime source for all levels of medical needs. Consider allowing visitors to do everything at the site from learning about the facility to paying a bill to finding out about area health resources and even job openings. Even though an established local health center may have good word-of-mouth by nature, a comprehensive site and an online hospital advertising campaign can increase its presence – and the perception that it is the local authority.

Though it’s easy to want to focus on performing healthcare services well, today’s consumer desires even more. At this least, prospective patients are seeking assistance to educate themselves on a specific service to determine if it might be the right avenue to pursue in treatment. It’s easy to receive unqualified advice from one’s well-meaning friends, but there’s no substitute for reliable, qualified medical opinions.

Are you a healthcare marketer in need of some digital advertising prowess to positively impact your strategy for success? Contact our team of experts today for your own “check-up,” and to learn more about reaching prospective patients online.

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Audience Audience Segmentation Banking Consumer Insights Conversion Optimization Media & Analytics Media Analysis & Measurement Media Planning and Buying
How To Develop a Successful Bank Conversion Marketing Program 1200x600 c default
How To Develop a Successful Bank Conversion Marketing Program 1200x600 c default

As featured in an earlier blog post, millennials represent 92 million in the United States and are reaping the benefits of improved financial conditions after bouncing back from the recession hit. These young adults are ripe for new banking relationships and considering new bank products to suit their needs, such as checking and savings accounts. This is the perfect time to convert them into new banking customers but how does one do that with one of the most fickle generations?
Establishing a well-planned conversion marketing strategy is key to success realization. There are numerous formulas and methodologies from which to choose. At BIGEYE, we use a proprietary model called the BIGEYE Conversion Matrix™ (BCM). It starts with preparing your data set, followed by activating your conversion optimization program and unlike other methodologies out there, works with both online and offline conversions.

BIGEYE Conversion Matrix
BIGEYE Conversion Matrix

Here’s how a conversion marketing program may look like for a bank:

Audience data insight

It’s important to not only know your audience but to immerse yourself in understanding them. For example, millennials were born into technology, the Internet, read blogs, and are practically tethered to their mobile devices. It’s also important to note that these young adults are not especially brand loyal and highly influenced by their peers.

Market and audience segmentation

In addition to pulling demographic, psychographic, ethnographic, and technographic insight on your audience, one must also consider the target market(s) and segment the audience into more groups. For example, your branches may be located between a couple of neighborhoods and your audience may be a mix of individuals and companies. The approach toward attracting one segment may be significantly different than the other.

Program KPIs, goals, and objectives

One of the most important stages of establishing your BCM data set is defining your vision for success realization. What are the key performance indicators, goals, and objectives? How will you measure success? Most likely the answer will contain a number of items such as number of new accounts opened, number of bank products upsold to existing bank customers, in-branch appointments booked, number of live chat sessions, branch and ATM location look-ups, etc.

Metrics and benchmarking

Once your KPIs, goals and objectives are defined, it’s important that a form of measurement and benchmarks are set. You may feel that your conversion marketing program is successful but in order to prove your instincts in quantitative terms, you will need to run your result data through the metrics.

CRM planning

Using the right customer relationship management tool and setting it up effectively will ensure that every conversion is organized for future action to be taken. By spending some time planning your CRM strategy, your bank can build an ongoing email marketing program and alert your customer service representatives of a customer inquiry.

SEM planning

Finally, the success of your conversions is tied in part to the quality of traffic your website and/or landing pages receive. A carefully designed search engine marketing program that integrates organic with paid search strategies, will help drive the exact audience you are seeking to convert.

Running your conversion marketing program

How To Develop a Successful Bank Conversion Marketing Program


Once your BCM Data Set is complete, you are ready to launch your program. For new accounts, you may wish to set up dedicated landing pages that are custom designed to provide content specific to the audience segment you wish to attract and the product or offering you wish to feature. One of your landing pages might feature your small business checking account products with clear call-to-action (CTA) messaging directing the user on how to take action. Another landing page might focus specifically on your “no fee” checking account products with a clearly stated “Apply Now” CTA button.

Once your landing pages are created and your SEM program is pointing to them, you will want to test multiple versions of each page to maximize your conversion performance potential.

How To Develop a Successful Bank Conversion Marketing Program

Some of the elements you can test are as follows:

Color – Does the blue button perform better than the red one?

Copy – Are there certain words that resonate more with your audience than others?
Images – Is the photograph you’re using showing someone that is too old or too young? Maybe it’s not the correct ethnicity or the activity of the subject is all wrong.

Content Positioning – Does the user have to scroll down to far to find the CTA button or form? If so, consider trying a version of the page that brings that more prominently above the fold.

As your bank introduces new products, features, branch locations, etc., you will want to make updates to your program so that they correspond accordingly. The more targeted, relevant, and tested your program is, the more conversions you will receive.

In search of additional ways to establish – and maximize – you bank’s conversion marketing program? Contact our team of experts today to devise an innovative approach that both attracts and retains profitable customers.

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Audience Consumer Insights Creative & Production Media & Analytics Media Analysis & Measurement Website Development
Data Mining 1200x600 c default 1
Data Mining 1200x600 c default 1

In today’s fast-paced, technologically charged environment, it should come as no surprise that every company we interact with – whether digitally or in-person – is collecting information about us. The team at BIGEYE’s Florida marketing agency knows that the more apps we download, the more time we spend perusing websites, and consequently, the more frequently we utilize rewards cards, the more we’re allowing the companies we interact with to increase their knowledge of us. The overarching purpose: to better understand how we use products and services produced and proffered by these businesses. For many years, this process, called data mining, was mired by privacy considerations. After all, how much about my purchasing habits do I really want a large, national brand to gain access to? With a little forethought, the answer has become much clearer: the more these companies know about us, the more capable they are to cater to our needs.

Before an influx of digital tools made it easier to gain insight into consumer behavior and purchasing preferences, businesses had to do quite a bit of “guestimating.” For example, it might be safe to assume that you sold 10 cupcakes over the course of a week if your inventory confirmed 10 fewer cupcakes than you had at the start of the week. But, what does that really tell you about who you sold those cupcakes to, and when during the span of the business week they were sold? This is where a well-defined loyalty program comes in.

When companies are aware of the exact products that you’re purchasing, and how often your transaction history includes these items, programs are better tailored, offering the goods and services that align best with your buying preferences. For instance, if your retailer knows your preferred toothpaste brand, then you’re probably a prime target when that brand comes out with a new floss or toothbrush. The retailer can offer you a discount that you’ll actually use, and as a result, you may end up with a fabulous deal on an innovative new product.

While this two-way street of business to consumer benefit has been standard practice in the marketing world, it’s taken on a new life in the age of big data. Using another retailer example, this is why Amazon is better equipped to recommend books that I might enjoy – after first becoming familiar with my current penchant for non-fiction, or why Facebook is able to directly target ads toward me – all based upon websites that I’ve visited previously.

[quote]There is a point-of-sale challenge, however – this data is much more difficult to capture during the customer’s in-store experience.[/quote] From an online perspective, Amazon has the benefit of being able to share products with its users that may be of interest to them – both while shopping and throughout the checkout process. On the flip side, while at a brick-and-mortar store, by the time you’ve reached the register, it’s often too late. As a result, retail businesses must strive to capture this data using other means. Here’s a sneaky little secret: logging-on to a store’s wifi, or accessing their app while you’re visiting a retailer, your consumer data – including your movements – may be captured, allowing for discovery of those merchandising displays that may have caught your attention.

Further developments in this space include data processing cameras that help map consumer preferences, including capabilities such as customer identification, with additional technology to recognize consumers each and every time they return to the store. While 77% of consumers claim to find this type of in-store tracking intrusive, what they may not realize is that they’re already being tracked through online purchases, mobile phone and social media usage, and many other daily activities. So, why should the in-store exchange be any different, particularly if it results in improved services and enhanced customer experience?

Yes, retailers are seeking personalized information about their consumers, just as the old adage of “knowing your customer” implies. Truly, however, most are really interested in obtaining these purchasing details primarily so they may create an unparalleled consumer experience – one that is more enjoyable and efficient shoppers, whether online or off. As a result, and in congruence with the resurgence of rewards programs, customers benefit from additional discount offerings, free samples, and other services targeted toward these uniquely personalized needs.

Need assistance in reaching prospective customers by employing an effective tracking program? Contact us today to partner together to score BIG returns for your business!

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Digital Targeting Services Media & Analytics Media Analysis & Measurement
How to Reach A Luxury Customer 1200x600 c default
How to Reach A Luxury Customer 1200x600 c default

When you think of a luxury consumer, what comes to mind? Is it a young tech millionaire? A wealthy housewife? Someone living off of a family trust fund?

 At our Orlando marketing agency, we believe that if you’re dealing in luxury goods or services, it’s important to have a deep understanding of your customers – and, perhaps more importantly, how they behave in both the world and in the digital space. This is particularly true with higher-end consumers, as their discriminating taste means they have higher expectations than a typical consumer. For this reason, it’s critically important to employ expert methods to reach your ideal luxury customer.

Earlier this year, Reuters reported that the number of luxury goods purchasers increased to 330 million in 2013, and could be as high as 500 million by 2030. The article attributes this growth to rising wealth in Asia, Latin America and Eastern Europe. And, more than half of these purchasers are age 49 or older. Just 13% are between ages 13 and 33.

Contrary to what one might think, an article in Forbes points out that luxury consumers love to shop at Costco, which is a far from glamorous experience. However, alongside the rows upon rows of bulk toilet paper and paper towels, Costco also sells things like vacation packages, high-quality electronics and expensive watches. It’s not exactly what you might picture the luxury shopper doing, but it’s important to understand this mindset and behavior. The reality is that even when these consumers are spending a lot of money, they’re still also always looking for a deal.

Many luxury consumers don’t even leave their homes to shop. According to Luxury Daily, in Q4 of 2014, 92% of affluent shoppers made a purchase online. Think With Google reports that in mature markets such as the United States, 69% of all luxury customers searched online before making a purchase, and in newer markets like China, Brazil and Russia, 92% of luxury consumers went online to search before making a purchase.

Knowing that the market is rising and that people are using the Internet to guide their purchases and, in many cases, to actually make purchases, it’s increasingly important for luxury marketers to realize that their digital presence is a reflection of who they are as brands. Every time a person has a bad experience with your website or can’t read your email because your business’s emails aren’t optimized for mobile, you’re putting up a figurative wall between your brand and your customer. [quote]Particularly when dealing in luxury goods, the experience is part of the decision-making process.[/quote] It’s hard to convince someone you’re a luxury retailer if your website looks like something you could have designed with clipart on Geocities in 2004.

It’s also becoming more and more important for luxury marketers to engage their communities online. If they’re not actively sharing content and jumping into the conversation, they may be costing themselves thousands of dollars in sales each year. The Internet is full of rich data as to how people are using their luxury products and services, and conducting a social media listening audit is typically much less expensive than a focus group.

If you’re a luxury retailer and you’ve decided it’s time to finally take your digital presence to the next level, let the passionate folks at our Orlando ad agency help you! From business planning to branding to execution, we’re here to help you revamp your marketing plan, or can even build it from the ground up! Contact us today!

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Branding Media & Analytics Media Analysis & Measurement Strategy & Positioning
How to Kiss Long Strategic Findings Documents Goodbye 1200x600 c default
How to Kiss Long Strategic Findings Documents Goodbye 1200x600 c default

In doing the work that I do as a strategist, it can be difficult to take long and complex research sets and narrow them down into short, concise documents. I tend to think every little insight I discover is groundbreaking and should be carefully perused by everyone at every level at a company, but I’ve been doing this long enough to know that nearly no one wants to read a long document full of analytic data. For some of these folks, looking at a long document full of important strategic findings is just about as interesting as reading your tax returns for the last ten years.

However, I’ve luckily found numerous ways to keep clients, as well as the team at our Florida ad agency, satisfied through presenting data in a much clearer and more engaging manner. The goal is to rely on an often-used phrase, “Keep it simple, stupid!” I promise I’m not calling anyone stupid, it’s just a great way to remember to simplify in every aspect of business where possible — including writing research reports. Here are some of the tips I’ve employed to keep people interested in the content so my memos don’t have to keep competing with stacks of other boring documents.

Summarize

If you must write a long research report, offer a clear summary of findings on the first page of the report. For many people, and especially high-level executives, this will be the only part of the report they will actually read.

If it’s a Brief, Keep it Brief

There’s a reason they call it a brief, you know. Keeping it under two pages will make it more likely that people will read the entire thing, ensuring they won’t miss any important items.

Use Images

Almost any type of image will add more interest to a page of text. A chart or graph can make for an excellent storytelling device, and a photo can offer a visual description of the content or inspire ideation. If nothing else, take a quote from the report, add some white space around it and highlight it, making it stand out on the page.

Use Humor

This may not be appropriate in all circumstances, but where it is, use it to your advantage. In presenting material using humor, you are more likely to keep the reader interested in the content, plus funny lines or quips will help them better remember the material. Even inserting a funny image of a LOLCat can help make an otherwise stale collection of data into something more interesting, which will also make you look like a star when people can’t stop talking about it in the break room. [quote]Remember, your content doesn’t have to be boring and stale, and in fact, making it more interesting will help people to better remember the content.[/quote]

I’ve already shared these tips with the team at our Orlando marketing agency, so I thought there was no better time than now to allow you to rip a few pages from our playbook. Contact us today for more information, and to unlock your own strategic approach!

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Digital Targeting Services Media & Analytics Media Analysis & Measurement
Something about Her Hypertargeted Advertising in a Spike Jonze World 1200x600 c default
Something about Her Hypertargeted Advertising in a Spike Jonze World 1200x600 c default

Recently, I had a chance to see Her, the Spike Jonze-directed film about a man who falls in love with a human-like operating system. It is a wonderful film, and certainly is deserving of its place as an Academy Award-nominated film this awards season.

However, plot details aside, watching the film led me to think about about marketing and advertising in a new way, and to consider whether the current landscape push towards trends such as personalization and geolocation is actually a good thing. How do we address hyper targeted advertising in a Spike Jonze world – of sorts.

These days, companies are striving to give us each personalized experiences on our cell phones, tablets and laptop computers. Every day, more and more services spring up, trying to give you insights into the world around you. Many of these businesses purport to clear the noise by offering personalized recommendations as to where to eat breakfast, or which gym to join. But, often times all they do is cause more clutter.

The question that one might ask is, “Is hyper targeted advertising actually bad for us?” In the movie, it’s not clear – there are both plusses and minuses to such a hyper specific system that clearly understands the users thoughts, feelings and emotions. But, alas, that’s just a movie, written, shot and performed in a such a way as to help explore our deepest sense of what it means to be human. In the real world, it seems that the answers are much clearer.

For example, society hasn’t yet reached a place where artificial intelligence is a reality — just ask anyone from our Florida advertising agency who’s ever tried to get an answer from Siri and has been repeatedly given incorrect results, sometimes to the point of absurdity. We’re a long way from living in a world where machines can fulfill our deepest emotional needs. Rather, it is the content therein that often fulfills us.

For example, reading your favorite blog encourages you to be more proactive about your health or your career. When you’re bored, services like Meetup and Eventbrite can inspire a person to take action, to partake in the events going on in the world around them.[quote]Even looking at pictures of food on a friend’s Instagram account can inspire a feeling of positivity and comfort.[/quote]

In a lot of ways, the hyper-targeting based on our personal wants and needs seems to be helping us fulfill those internal desires to connect with others. And, with the added convenience of being able to do these things on the fly, one can make a strong argument that our constant connectivity brings us closer together. Of course, that’s sometimes harder to believe when an acquaintance spends a full five minutes browsing the internet while you’re out to dinner together.

Still, it seems to me and the team at our Orlando ad agency that being able to receive personalized recommendations based on your location, age, gender, preferences and a host of other factors seems to be the best way to receive and digest information. Until we reach the day where artificial intelligence can seriously impede our need to communicate socially as human beings, then I believe we can live in a world where our connectedness can continue to bring us closer together.

For more on hyper targeted advertising strategies, contact our team of experts today to make a new connection!

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Marketing/Business Media & Analytics Media Analysis & Measurement
Why Use Mobile Advertising Results 1200x600 c default
Why Use Mobile Advertising Results 1200x600 c default

Recently, TechCrunch.com reported on a new generation that will grow up with only digital technology. These days are quickly approaching, and while many people are terrified of what it means for socialization skills and handwritten letters, the reality is that someday, people may never even need these tools. It’s easy to imagine an Armageddon that wipes out technology as we know it, but then again, our society still hasn’t a clue how Egyptians erected the pyramids thousands of years ago. As such, it’ll be important to embrace this technology, and the team at our Florida marketing agency thinks your business should start today.

It’s more than the devices we see on a daily basis: the tablets, the smartphones, and the ultra-light computers.[quote]Many of the devices that will change society the way the iPhone did are still yet to be invented.[/quote] It’s possible that someday, there will be as many different forms are mobile advertising as there are devices, and that’s something that advertisers should take note of as they seek to reach their target users.

As people are becoming more mobile, so too are ways to reach mobile users through creative advertising methods. According to AdAge, this year, mobile ad spending will surge 75% from 2012, up to $8 billion, with Google taking away nearly half that. Pew Internet reports that, in May, 56% of American adults owned smart phones, and that number has likely grown even larger throughout the year. Compare this against the 61% of people who own laptop computers and 58% of people who own desktop computers. While these are still the leading platforms in American households, evidence shows this won’t be the case for long.

Why are people so intent on mobile advertising? Because they’re seeing results. Mashable recently posted an article about small business success stories for companies using mobile ads. According to the article, 17.6% of web traffic comes directly from mobile, though that number will certainly rise as more and more companies find ways to leverage mobile use for their businesses.

As the Mashable article reports, 60% of Twitter’s user base is mobile, which means that companies advertising through mobile tweets can see targeted and oftentimes instant results. Rock/Creek, a company profiled in the article, used Promoted Tweets to advertise a sale, increasing their following by 172% over the prior month, leading to a 40% increase in sales.

Other companies are seeing significant success through geotargeting through location apps like Foursquare. Foursquare’s boasts a user base of 40 million people, and nearly all of those are mobile users. One significant Foursquare case study is that of Barcade, a relatively small chain of arcade-themed bars throughout the Northeast, notes that for every customer conversion that costs $1.71 for the bar, each person spends about $20. Additionally, unlike print advertising, interactive analytic data allows Barbade’s marketing team to track the customer’s journey from first encountering the Foursquare ad, to the actual conversion when the customer first checks in.

No doubt that the coming years will see more methods of mobile advertising. The team at our Florida advertising agency dubs this the mobile millennium, and expects to see big changes on the horizon.

For more information on mobile advertising solutions, contact our Orlando mobile marketing agency.

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Conversion Optimization Digital Targeting Services Media & Analytics Media Analysis & Measurement
Marketing Tools We Give Thanks For 1200x600 c default
Marketing Tools We Give Thanks For 1200x600 c default

Happy Thanksgiving!
In a world growing more complex on a daily basis, the team at BIGEYE gives thanks for a few marketing tools that help make our lives easier–and give us more time to spend the holidays with our families.

Google Analytics:

Google Analytics is an all-around excellent tool. It offers numerous ways to allow people to monitor their websites, such as allowing them to measure bounce rates, time spent on particular pages, and website behaviors as a person navigates the page.[quote]For ecommerce companies, the tool also allows people to measure conversions and the amount each purchaser spends.[/quote] It even allows the user to set goals and manage the actuals against those goals.

Facebook Page Insights:

At the most basic levels, Facebook Page Insights for brands allow users to track page views and engagement with posts. It allows page administrators to measure page likes, total reach, post clicks and engagement. It also allows quick links to help promote big posts, and to easily create and manage Facebook ads.

Optimizely:

Though more of a user experience tool, Optimizely is a great resource for digital marketers working alongside their product teams. It offers easy website optimization to help marketers determine whether their website home pages are easy to navigate. Using A/B tests, it helps determine whether different layouts might be more helpful to your business.

MailChimp:

MailChimp is a leading tool for email marketing. It helps businesses of any size keep track of their email marketing strategies by allowing companies that use it to track email open rates, click rates and subscriber numbers. Therefore, it allows marketers to implement testing strategies to help optimize their emails, and allows them to consider both the frequency of the emails and the content therein.

Alexa:

As a free tool, Alexa helps marketers keep tabs on their competition. It helps marketers determine who their competitors are, and what those sites’ traffic and activity looks like. And, all it takes it knowledge of a competitors’ website; it helps determine global rank, rank within the U.S. and where people are finding the site. This can help marketers figure out what working–and what’s not.

SocialMention:

SocialMention easily allows people to conduct social listening, allowing them to pull from a multitude of sources to figure out what people are saying about a given product or trend. Using just a keyword, it can help users learn what people are saying about the given keyword, pulling from sites such as Twitter, Facebook, Flickr and Ask Jeeves.

BrandWatch:

SocialMention is a great tool for figuring out what people are saying about a given keyword, but BrandWatch is a great tool for learning how social media users are talking about brands. While there may be some overlap between the two services, BrandWatch is much more involved, offering visual interpretations of data and helping brands figure out larger patterns.

Without these types of tools, our jobs as marketers would be much more difficult and far less efficient. The team at our Florida ad agency gives thanks for these uber-helpful marketing tools, all of which continually help us produce the best marketing strategies for brands of any size. In search of more info? Contact us today for a consultation – after you’ve enjoyed your turkey and all the trimmings!

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Campaign Creation & Development Creative & Production Media & Analytics Media Analysis & Measurement Website Development
Fall Flavors and Christmas Tastes How to Embrace Seasonal Marketing
Fall Flavors and Christmas Tastes How to Embrace Seasonal Marketing

Each year as the crisp fall air starts to deepen into a winter chill, people across the country don their snow boots (or just boots for us Florida folks) and head out to Starbucks seeking the type of warmth that can only come from a seasonal Starbucks Christmas blend. The team at our Florida advertising agency loves these tastes – even when it’s still a balmy 70 degrees outside!

Starbucks’ Christmas coffees are insanely popular, and fanatics often endeavor to collect and sample these flavors year after year. The national coffee chain, which does very little advertising through conventional media such as TV advertising or print, managed to build this community through word-of-mouth – plus clever tactics that get people buzzing from more than just the caffeine in their tasty beverages.

For example, in 2011, Starbucks released an augmented reality mobile app tailored specifically to the Starbucks Christmas coffee experience. The reality app encouraged users to interact with their Starbucks-branded Christmas goodies, and offered them unique images and interactive graphics upon viewing.

How has Starbucks been able to so cleverly tap into the consumer psyche, causing positive associations between seasons and products?

We all know that holidays drive sales. But that’s only part of it. The other part is the authenticity of a company’s marketing efforts. Efforts geared towards seasons reflect life experience; and therefore, the most successful seasonal marketing efforts are ones that connect with the consumer’s emotions.

Beer marketers have known this for years, often releasing summer ales and winter lagers, made up of differing compounds to help correspond with the season. [quote]Rather than focusing on a one-off seasonal event, seasonal marketing becomes part of the company’s overall strategy.[/quote]

Therefore, a company’s “holiday” plan becomes a 365-day endeavor, with the most successful companies plotting their holiday strategies months in advance. Any company can do this by initiating a seasonal marketing calendar, and preparing for seasonal events months in advance.

For businesses that specialize in digital technology, it is easy to monitor website analytics to learn more about consumer’s habits through the seasons. Retooling the year-long marketing plan to conform with consumer tastes and spending habits can help marketers identify trends and capitalize on consumer actions.

Companies that rely on seasonal marketing efforts can stretch their efforts further by finding ways to piggyback off of seasonal campaigns. As discussed above, Starbucks keeps people coming back year after year with a line of limited edition items. However, other businesses can offer incentives for consumers to return after the holiday season, or can even start offering Valentine’s Day promotional materials just after the New Year.

Our Florida marketing agency wants you to remember that the important thing about seasonal marketing is its appeal to customers’ emotions. In particular, the holiday season is a time when families make happy memories, and therefore changes in the weather evoke feelings of happiness and adoration. By tapping into these emotions and consumer behaviors, marketers are better able to connect with their purchasers.

So, the next time you walk into Starbucks and smell the fresh-ground dark roast coffee with a kick of cinnamon in the air, look around, and you’ll find yourself surrounded by seasonal marketing at its best. Let our team help your company embrace the seasons and take your marketing efforts to the next level – contact us today!