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Ad Math: How To Calculate Share of Voice

Share of Voice measures the percentage of media spending by a company compared to total media expenditure for the product, service, or category in the market.

You calculate Share of Voice by taking your advertising spend and dividing it by the total of all market advertising spend for the same type of product or category.

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Email Marketing In a World of Too Much Email

An irony of email marketing is that even the people crafting and sending the emails think they get too many marketing emails. But how many is too many and what can we do to make sure the emails we send as part of our marketing rise above the rest?

A MarketingSherpa survey asked adult internet users in the US why they unsubscribe from email lists and 1 in 4 said they did so because they receive too many emails—the most common reason among respondents in the survey.

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Winning The Numbers Game

According to the article, “40% of US internet users said receiving marketing emails once a week was preferable. This was more than twice the number of respondents who felt receiving emails monthly was about right—the second most popular choice”. Continue Reading

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Ad Math: How To Calculate Market Growth

A critical task in planning your marketing is to identify growth opportunities. These usually come in the form of financial performance and market share, which we’ve discussed in a previous video.

Your Market Growth has a direct implication on your competitive position. The growth of your product or service signals market acceptance and a potential competitive advantage. This is especially true if your growth outpaces that of your competition.

In fact, an aspect of Market Growth that you should be focused on is whether your growth is faster, slower, or on pace with the market as a whole – since the answer could have an impact on your marketing plan, channels, or even your audience.

The process to determine your Market Growth is a straightforward one, but – like Market Share – it’s a key part of the foundation for many other metrics that we’ll touch upon in this Ad Math video series.

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Reach Out and Touch Data

With a massive infrastructure of data points and the capability to gather from complex sources, today’s insights promise to delve deeper and yield greater results. Constant development of new algorithms and tools, as well as greater understanding of the significance of insights are driving the marketing industry forward. Software as a Service (SaaS) will be one of the hottest developing industries this year as more businesses begin to utilize data viz solutions.

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Ad Math: How to Calculate Cost Per Lead

In this week’s video, we will look at Cost Per Lead (CPL), or how much it costs to generate a lead, in order to optimize your Customer Acquisition Cost.

Cost per Lead is an important metric to gauge how productive your marketing efforts are and to prioritize each channel according to their efficacy. For example, if your CPL is low but your CAC is high, it means that you have a lead quality issue and can give you the data you need to switch tactics.

Let’s look at how CPL is calculated:

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Customer Experience is Key to Attracting DIYers

According to the National Association of Realtors, 2016 was the strongest year for the housing market since the beginning of the financial crisis. A healthy housing market is a positive thing for all businesses, but it’s especially beneficial for the two big home improvement stores in the U.S., The Home Depot and Lowe’s.

During times of strong housing growth, contractors and building professionals typically drive a majority of the sales, and this was the case in 2016. The same Realtor report forecasted the beginning of a housing market slowdown for 2017.

So the question is: what are these home improvement retailers doing in order to ensure continued growth as the market slows?

ATTRACTING DIY CONSUMERS THROUGH CUSTOMER EXPERIENCE Continue Reading

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Ad Math: How to Calculate Customer Acquisition Cost (CAC)

In this week’s Ad Math video, we’re taking a look at Customer Aquisition Cost.

One of the primary ways we, at IQ, help our clients become more efficient with their marketing spend is to have an understanding of how much they are currently spending when it comes to attracting a new customer. This is referred to as your customer acquisition cost (CAC).

In a previous video, we talked about ROI, CAC is a higher-level metric that considers the efficiency of all marketing initiatives.

How To Figure Out Your Customer Aquisition Cost

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  • 01.23.17

5 Ways to Help Consumers Visualize Your Brand

It only takes a quick glance at social media to see that the age of visual marketing is in full swing. In 2017, video content is expected to comprise a whopping 74 percent of all traffic on the internet, and platforms like Facebook and Snapchat are increasingly reliant on graphics to convey messages from brands and individuals alike.

5 Ways to Help Consumers Visualize Your Brand

Content isn’t dead; it’s just changing. Here are 5 ways you can use the evolution of visual marketing to power your brand story: Continue Reading

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Ad Math: How to Calculate Market Share

In this week’s Ad Math video, we’re going to walk through how to calculate Market Share.

Why Market Share Matters

The main goal of marketing is to attract and retain customers by promoting why your product or service is better than your competitors. So, to measure if you’re successful in that goal, you need to assess your performance within your industry or category. That’s where market share comes in.

Your Market Share should factor into a lot of marketing planning, and it should be analyzed consistently throughout the year to better understand the various sources of performance.

How To Determine Your Market Share

Determining your market share is relatively easy assuming you know how many sales for your type of product or service has occurred within the industry in a given time. Let’s take a look at how to figure it out:

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Adding Live Streaming Video to Your Marketing

As video rapidly overtakes other forms of media, live streaming, in particular, has opened up a new and exciting route of communication with consumers. And while technology provides the opportunity for brands to engage via immersive experiences like never before, it’s not done without the marketing team’s courage to experiment and (literally) live in the moment.

What streaming video does – whether it’s through YouTube, Facebook, or Instagram – is allow brands to connect in a more intimate way with their audience and encourage participation in brand storytelling. As this is ‘unscripted,’ there are obvious risks – however, if live streaming fits your brand and your audience, it will result in much deeper relationships with your consumers.

Tough Mudder Harnesses Power of Live Stream

Few brands have applied the power of live streaming like the extreme fitness company, Tough Mudder.

Tough Mudder Live Streaming

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