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  • 03.20.17

Adidas Drops TV Ads in Favor of Digital

Adidas is moving their marketing spend away from TV towards digital to focus on younger consumers.

turning off the tv

Adidas CEO, Kasper Rorsted, was recently interviewed by CNBC and stated that all of their engagement with customers takes place through digital, and it’s the channel where they believe they can create a more direct engagement with consumers.

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Ad Math: The Value of Email Subscribers

Email has been around a long time, but for many people, there is still a great deal of uncertainty surrounding it. We’ll today; we’re going to address some of that by figuring out how valuable a subscriber is anyway.

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Ad Math: What is Frequency?

In our last video, we discussed reach, so it only makes sense that this week we tackle frequency.

Where Reach is the number or percentage of people who may be exposed to an ad in general, frequency describes the number of times a member of your target audience is exposed to that ad over the same period.

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  • 03.06.17

Majority of Women Distrust Brands [Infographic]

A new study released by SheSpeaks, an influencer company for women, highlights significant distrust that currently exists between women and brands.

Marketing to Women | A Distrust of Brands

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Ad Math: What is Reach?

Reach is the number or percentage of people in your target audience reached by a single exposure – such as a radio spot, banner, or commercial – in a specified period of time. Most media companies will make their reach metrics available to you and there are actually rules, by the Advertising Research Foundation, that guide how they should be estimated.

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Social Media Marketing: Following Leads to Buying

For many brands, social media marketing is becoming an increasingly forgotten element of their overall strategy. At the very least, the effort that has gone into social channels appears to have decreased as more stories about how platforms are tipping the scales towards paid social vs. organic and more stories about how the metrics being provided by some platforms are being called into question.

Plus, I get it, everyone and their mom are on social media and so the glow of Facebook, Twitter, Pinterest is a little dimmer now vs. some of the more traditional channels. You may think of your social channels as something that you have to maintain, but not at the level of creativity that you had to a few years ago.

However, a new study by Sprout Social may prompt you to rethink your commitment to social. According to their research if someone is following your brand there’s a high probability that they will soon be making a purchase – regardless of their age.

Likely to Purchase If Following on Social Media Continue Reading

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Ad Math: How to Calculate Response Rate

One of the best things about direct marketing – such as digital marketing email, or direct mail – is that it’s possible to gauge whether your marketing is working or not. A basic number used to calculate the effectiveness of direct marketing is response rate, which measures the percentage of people who found your message or offer attractive enough to act on it.

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  • 02.20.17

2017 Digital Marketing Budget Trends

Econsultancy and Adobe have released their 2017 Digital Trends report, which is based on a global survey of over 14,000 marketers and one topic in the detailed report was “priorities and budget planning for 2017”.

When asked how their spending on various digital marketing channels and disciplines would change this year the largest spikes were in social media marketing (+56%) and content marketing (+55%).

2017 Digital Marketing Budget Plans Continue Reading

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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