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.
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.
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 morestories 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.
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.
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%).
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.
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
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.
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.