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  • 04.12.17

Ad Math: Calculating Your Value to Volume Ratio

In this video, we’ll look at Value to Volume Ratios (VVR), which can help determine how efficient your marketing efforts are compared to the competition. In a previous video, we discussed how to calculate market share and how that number indicates the percentage of business their company or product category has when compared to its competitors.

The value to volume ratio measures your estimated share of total market gross profits, either for the company overall or a specific product, compared to your share of the total dollar volume sold in your market or the product category. Continue Reading

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  • 04.05.17

Ad Math: Calculating Promotion Profit

Many of our clients run promotions throughout the year to jumpstart sales during key periods. The hope is that, beyond short terms sales, these new customers become long-term customers.

However, the bad thing about promotions is that while sales may spike in the short-term, your profit margin will decrease. Additionally, depending on how frequently you run promotions, you may be training customers to wait until there’s a discount – which is a hard trap to climb back out of.

So because of all this, it’s important to understand the profit that results from your promotions. Continue Reading

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  • 03.29.17

Ad Math: Calculating Marketing Cost Per Unit

When you don’t have deep pockets, every dollar in your marketing budget counts and you need to allocate your money as effectively as possible. That’s why it’s helpful to know your marketing cost per unit.

After all, the way that we – and our marketing efforts – are ultimately judged is by how many units of a product or service we’ve sold in a given period.

And while we often look at how much we’re spending per customer or per channel, it’s important to also understand how much your spending in marketing per unit.

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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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  • 03.15.17

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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  • 03.08.17

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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  • 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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  • 02.01.17

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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  • 01.25.17

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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