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For merchants that sell to their customers offline, assessing the efficacy of Facebook ad campaigns can be challenging.
This is because establishing a direct link between those campaigns and offline sales is often a guessing game, particularly for small, local businesses.
But savvy merchants will soon be able to change that thanks to Facebook's Offline Conversions API.
I've picked out some highlights from the worldwide survey of 678 relevant senior staff, including overspend and underspend by channel.
“Next is planning to save £8m by not sending out glossy catalogues to shoppers who don’t want them” said The Telegraph on Good Friday. The money freed up would be directed into digital, it stated.
I've been trawling through the Festival of Marketing presentations from 2015, to deliver you some statistical goodness.
OK, it's a bit of a potlatch, but a damn tasty one with something for everybody's palate.
Grab a spoon...
Recently, nearly 100 senior brand marketers met in Singapore for a full-day of roundtable discussions of the issues that we are all facing in digital.
As with every Digital Cream event, the Chatham House Rule applied, so what was said cannot be attributed to any individual. But at the end of the event, the hosts of each table helpfully provided a summary of the day's discussions.
Here is an overview of the topics covered by the Online Advertising and Ecommerce & Onsite Conversion Rate Optimisation tables, along with notes of what brand marketers thought.
In November dozens of senior brand marketers met in Singapore for a full-day discussion of the issues that we're all facing as we drive digital change.
As with every Digital Cream event, the Chatham House Rule applied, so what was said cannot be attributed to any individual.
On Thursday, November 19 dozens of brand marketers came together in Singapore for a full-day discussion of the issues that we are all facing as we drive digital change.
As with every Digital Cream event, the Chatham House Rule applied, so what was said cannot be attributed to any one marketer.
But at the end of the event, the hosts of each table helpfully provided a summary of the day's discussions.
Marketers can feel pressured, by blogs like this, into believing they are lagging in the race to master omnichannel attribution.
In the real world, what marketers need are discrete ways to track discrete actions. That's why I thought a roundup of some methods of tracking online to offline conversions (and back again) might be useful.
Please add your own two cents in the comments.
The deadline for entering the Masters of Marketing awards is approaching fast (September 23) and therefore I thought I’d take a look at one of the most complex and somewhat overlooked categories: Performance Marketing.
Disparate tech platforms and data sources are the greatest barriers to using attribution more effectively, say 41% of marketers in the Asia Pacific region
This comes from our new report State of Marketing Attribution in Asia Pacific which is based on a survey of more than 400 APAC respondents.
Marketers continue to be ambitious with creative digital campaigns and cross-device usability as new technologies emerge, but many still don’t truly understand which channels are actually working.
Attribution may not be the most exciting subject, but measuring the success of your marketing channels should play an integral role in your marketing strategy.
Don’t take my word for it - top brands successfully riding the omnichannel wave are proving that it works.
When trying to improve your digital marketing skills it’s advisable to learn from the best in the business.
In social media that means taking a lesson from KLM, an airline that can achieves €25m in social sales each year.
At Econsultancy’s Festival of Marketing today KLM’s social media manager Karlijn Vogel-Meijer gave an insight into the company’s strategy, which is built around a laser focus on the customer experience.
The talk kicked off with a reminder of a very important rule for social marketers: you’re a guest at someone else’s party.