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Posts tagged digital media strategy

14
Sep
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Outdoor Advertising and Social Media, the two seem an unlikely pair; but together they can make for a powerful advertising force.  A study by CBS Outdoor International of six European countries found consumers are more likely to buy something online, “Like” a brand on Facebook or download an app after seeing an outdoor ad vs. TV, radio, or print.  This is certainly a result of mobile device penetration and popularity.  Outdoor has always been the medium to catch people on the go, and now so is mobile.  Social media use primarily occurs on mobile devices so campaigns that can integrate …

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07
Sep
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You may not know the name Erwin Ephron, but if you’re a marketer, you certainly know his influence on marketing and media planning.  Ephron, a highly influential media planner and consultant, left behind a legacy of marketing best practices that are still relevant today.  Certainly you’ve had to figure out where best to place your ads so that they are exposed to the most people; or you’ve danced the line of how many ads you will need so that your desired audience sees the ad often enough to remember but not so much that they grow weary.  How to effectively …

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31
Aug
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Media Barter: Media Buying Without Money

posted on August 31, 2016 / IN Uncategorized / 0 Comments

As keepers of the marketing budget, it pays to consider creative, out-of-the-box strategies to stretch your ad dollars. Media barter is a solution media buyers and planners leverage to help brands and agencies maximize their media buys. What Is Barter? The barter system, exchanging goods and services instead of money, has been a way of doing business since ancient times and is still commonly practiced today.  Many of the top global businesses in the world utilize bartering in their business dealings.  In fact, 65% of corporations listed on the New York Stock Exchange and nearly one-third of small businesses use bartering. In today’s …

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24
Aug
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Media Buying Lessons from the 2012 Election Campaign

posted on August 24, 2016 / IN Uncategorized / 0 Comments

As the 2012 presidential election came roaring to an end, we closed the door on a record-breaking year of ad spends. Experts say more than $3 billion were spent, more than ever before in history.  So where did the money go?  Was it effective?  Either way, elections bring us a good case study in political media buying best practices.  Here are some lessons from the campaign trail: Cross-promote - Both candidates utilized campaigns incorporating multiple traditional and digital channels. This way you catch those not on Facebook on TV, or those not watching TV via radio.           …

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10
Aug
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Is This Your Brand’s Season?

posted on August 10, 2016 / IN Media Buying / Media Planning / 0 Comments

You don’t have to be Don Draper to realize that timing is everything in advertising.  For most products there is a season, a time of year when they are in highest demand.  Snow blowers and shovels don’t sell as well in summer months.  Gym memberships spike in January.  To successfully plan media, understanding demand fluctuations in your business and industry is vital.  If you are working with a limited ad budget, and most of us are, knowing when to buy can also save you from wasting lots of money.  Find the scheduling alternative that works when your product is in …

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13
Jul
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Are you marketing with little money?

posted on July 13, 2016 / IN Media Buying / Media Planning / 0 Comments

According to a recent survey by the Association of National Advertisers, two-thirds of the marketers have seen their marketing budget cut by up to 10%. In fact, pretty much the only companies that are increasing their marketing budgets across the board are technology companies. The pressure is on to do more with a lot less resources: provide more eyeballs, clicks, conversions, sales, etc.  When aligning ad dollars, these small steps help you stay on budget in rough advertising climate. First, stay focused and targeted on your demographic. Buy media that can deliver directly to your consumer base without the extra …

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29
Jun
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When law enforcement officials need to alert the community of a child abduction quickly, they rely on digital billboards among their delivery methods.   In sensitive situations like these, the most current information must be relayed to as many people as possible, as soon as possible. Urgent awareness and quick response can quite literally mean the difference between life and death. Officials found digital billboards to be optimal in these instances, because they can be update frequently, remotely and within minutes of receiving the initial notification and have a considerable reach. It’s also extremely effective. The Amber Alert system boasts a …

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01
Jun
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A recent stat says 87% of Millennials say their smartphones never leaves their side. (Who knows you might be reading this email while in line for the new iPhone 6s) As a result the mobile applications will be a $77 billion industry by 2017. Companies can opt to advertise within mobile apps or utilize the mobile app itself as the advertising. Mobile apps offer an interactive, marketing experience that immerses consumers into your brand. They are inexpensive to create with free  and low-cost options available.  Custom options can even be created online at sites like Widgetbox and iBuildApp with little to no …

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24
Feb
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It’s the grand finale to your email masterpieces. More than half of business professionals, about 52%, use an email signature. They are the last impression you leave on your digital correspondence and most of the time they simply fall flat. So much thought is put into the subject lines, images used, and wording of emails, and you should definitely continue to do that, but also consider using the real estate of your email signature to further reinforce your message. Use your email signature as yet another place for your advertising message. An obvious benefit is that it is absolutely free and …

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27
Jan
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5 SEO Traffic Killers

posted on January 27, 2016 / IN Advertising / Digital Advertising / Media Planning / Media Strategy / 0 Comments

SEO No-No's It’s hard to believe that there was once a time when we couldn’t just Google something when we needed information. In a short amount of time, search engines have become fully integrated into our lives. An overwhelming 93% of online traffic comes from a search engine. For consumers, search engines have become are priceless fount of information for research and comparison shopping. For marketers, it provides an effective outlet to reach customers affordably. There can, however, be a degree of complexity that comes with creating effective search marketing. Between Google’s seemingly constant algorithm changes there is no consistent formula …

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