Kevin Smith, Author at IQ Agency Archive - IQ Agency Kevin Smith, Author at IQ Agency

Author Archive for Kevin Smith

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Marketing to Mobile Shoppers [Infographic]

Traditional retail, and how brands connect with consumers, continues to evolve as studies show a steady increase of mobile shoppers, specifically those who are using their smartphones while shopping inside of brick and mortar retail locations.

These trends are only going to deepen as younger generations continue to take on a greater role as buyers (see our post on 9 tips for marketing to Millennials)

We’ve pulled together an infographic highlighting some of the most interesting stats about this evolution: Continue Reading

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Return on Investment: Content and Social Media

Demonstrating a return on investment for your marketing has always been an important, yet tricky thing to do. In fact, that’s why we started our Ad Math video series.

Further evidence of the return on investment challenge comes from some new research by TrackMaven, which claims that while most marketers feel that it’s getting easier to prove the impact of their marketing, just over 25% of them feel capable of their ability to prove the value of their marketing.

Return on Investment | Challenges | ROI | IQ Agency Continue Reading

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9 Tips for Marketing to Millennials

Every generation requires a shift in how brands target and research their audience. However, none more so than the Millennial generation. Millennials, which include more than 79 million people between the ages of 21 and 38, are now the largest generational segment in the United States. Their purchasing power, ability to influence their peers and reliance on technology makes them an important generation to consider when marketing your brand and products.

Dr. Evil | Millennials | IQ Agency Continue Reading

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Did Chase Just Prove Programmatic Media Wrong?

JPMorgan Chase spends about $290.7 million in media, so it’s not surprising that they had ads running across the entire interwebs (technical term). In fact, using programmatic media buys, ads for Chase were appearing on about 400,000 websites a month.

However, with the increased frequency in fake news sites and offensive content across YouTube and other popular channels, advertisers like Chase are rethinking their approach to large media buys.

NY Times | |Chase Programmatic Media |Chase Had Ads on 400,000 Sites. Then on Just 5,000. Same Results. | IQ Agency

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When Cause Marketing Goes Wrong

It was a great idea.

Honey Nut Cheerios was introduced in 1979, and shortly after their mascot, Buzz the Bee, was launched. Fast forward to the present day where there have been countless articles about the declining bee population, and the need to do something to save our pollinating friends.

For most marketers, this was a lay-up. It would make perfect sense for Honey Nut Cheerios to incorporate a little cause marketing in their campaign. It would help with brand awareness, it would connect with people on an emotional level, and it would elevate their product beyond just a breakfast cereal to a simple way customers could take part in helping to save a part of the earth.

IQ Agency | Cause Marketing | Save The Bees | Cheerios Continue Reading

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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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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