Kevin Smith, Author at Digital Advertising Agency – Marketing Strategy | IQ Agency | Page 2 of 3 Archive - Digital Advertising Agency – Marketing Strategy | IQ Agency - page 2 Kevin Smith, Author at Digital Advertising Agency – Marketing Strategy | IQ Agency | Page 2 of 3

Author Archive for Kevin Smith

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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

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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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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 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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Ad Math: How To Calculate the ROI of Direct Mail

Determining The ROI of Direct Mail Campaigns

Each week, we break down a common marketing metric on our YouTube channel in order to help you measure, and get more out of your marketing. This week we’re looking at the return on investment (ROI) of direct mail campaigns.

The Danger of Status Quo

While we, at IQ, focus on digital marketing, many of our clients look to us for print work, including direct mail.

Usually, direct mail has been a part of the brand’s marketing mix for years and – even though there’s a push to become more digital – there are concerns that removing or altering the existing approach to direct mail will trigger a decline in business.

To address those fears, and truly gauge whether direct mail is working for you, it’s important to know how to calculate its ROI – which we walk through in the following video:

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Marketing with Facebook Messenger Bots

A few months ago, I upgraded to the iPhone7 and needed a new case. I had seen several ads for Peel cases on Facebook, so I checked them out and decided to purchase one. During the checkout process, they confirmed my Facebook account and asked if I’d opt-in for communications through Facebook Messenger. So I did.

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Facebook Messenger as a Marketing Tool

You may recall all of the drama that occurred about a year ago when Facebook rolled out their new Messenger and ‘forced’ users to download a separate app. The reason that it had to be separate was due to the additional functionality built into the platform. Namely, something that would enable businesses to develop custom bots within Facebook Messenger to provide enhanced sales and service capabilities. Continue Reading

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Fake News, Russian Hackers, and…Your Media Plan

This isn’t a political post…let’s get that out of the way right at the start.

But as politics still dominate the news and will for some time, chances are that you have heard a few stories about the prevalence – and alleged sway – of fake news sites in this recent election season. The number of fake news sites that have surfaced is well into the hundreds and, for many, their intention wasn’t to elect a particular person into office. According to Beqa Latsabidzean, the owner of one of these news sites, based out of Georgia (the Georgia with the capital of Tbilisi, not Atlanta, our fair city), “this is all about income, nothing more,”

In same New York Times article he goes on to say, “The income comes mostly from Google, which pays a few cents each time a reader sees or clicks on advertisements embedded in one of his websites. Mr. Latsabidze’s best month, which coincided with the bogus hit story about Mexico closing the border, brought in around $6,000, though monthly revenue is usually much lower.”

To be clear, the income is due to their availability as a site to advertise on within the Google ad network. If you run a lot of programmatic buys using that network, it’s a safe bet that your ad may have appeared next to a fake news story. Continue Reading