Thursday Thoughts On Advertising 21
Every Thursday we look at the trends/updates/interesting articles found in the Marketing + Advertising + Tech industry. Each submission is presented by a different MA+A employee and covers various topics applicable to our business. The following are professional opinions, summaries or both.
This week we’ll look at: Holiday Campaign Adjustment Tips, Google’s Call Tracking Update, IT & Marketing Collaboration, Case Study Writing Tips & Black Friday Records.
HOLIDAY CAMPAIGN STRATEGY TIPS
Rediscover The Importance Of Creative See the article here
This article lays out the tricky issues that come up for advertisers trying to be active around the holiday season, including mostly rising ad costs, and what different options there are for adjusting your tactics to go around it.
In summary, focusing more on video and mobile seems to improve rates of response in the consumer. Also consider the possibility of adjusting your deal packages to encourage higher average order value, as well as maybe even sitting out the season altogether if your profit margins are too low to account for rising bid costs (which is a refreshingly honest tip in a sea of everyone saying THROW AS MANY AD DOLLARS AT THE WALL IN DECEMBER AS POSSIBLE)
On a related note, I like being validated in my skepticism of Twitter; the graph they display about advertisers surveyed for effectiveness of different media, paid Twitter ads were 24th out of 25 in the views of advertisers, being only barely rated better than radio, and rated worse than all others.
GOOGLE'S CALL TRACKING UPDATE
Track Those Call Extensions As Conversions See the article here.
Google is releasing a new update to all advertisers this week, which will allow for greater phone call attribution and analysis. By having your locations extensions enabled, you will be eligible to utilize this feature to setup automatic phone call tracking.
IT & MARKETING COLLABORATION
Talk To IT See the article here
IT views on line visitors as “users”, marketing considers them customers. Therefore, marketing needs to become more assertive in the IT areas of an organization. If marketing is responsible for poor consumer experience than they need to collaborate with IT, and build their vision of a great customer experience, which means decision making leverage. This encompasses an organization’s tech development. There goes another silo!!!
A GUIDE TO A STRONG CASE STUDY
Follow These 5 Steps see the article here.
A case study is not only a testimony to your work, but it can also be a work of art when done correctly. Here’s a step by step guide to building a solid case study. P.S. Case studies can be repurposed for multiple reasons, don’t let it simply be stagnant.
BLACK FRIDAY SETS A U.S. RECORD!
The Biggest Shopping Day Ever see the article here.
THE BIGGEST SHOPPING DAY IN US HISTORY. This past Monday shattered records from big box retailers to small businesses. Shopify (who largely represents smaller businesses) accounted for $1.5 Billion of the $7.9 Billion dollars spent total. One more time for the people in the back… not the biggest online shopping day in U.S. History… the biggest shopping day EVER! Long live e-commerce!