Posts in Performance marketing

Five trends for online advertising strategy in 2018

Marketing may be about a lot more than just producing ads, yet when marketers meet, advertising is almost always a topic of conversation.

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China: Tips for marketers taking a new digital role in the country

Recently, I wrote a piece on what brands should take note of before entering the Chinese market.

However, brand marketers and advertising professionals have to do some preparation of their own before coming to China. Here are some tips for your consideration.

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Why digital out-of-home advertising is not really digital (yet)

Digital out-of-home advertising (DOOH) is predicted to hit 50% of all outdoor revenue by the end of 2017, while the number of digital screens in the UK has increased from 2,056 in 2009 to over 17,000 in 2017 thanks to investment of around £100m.

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Marketers have more data than ever, so why aren’t they better at experimentation?

The philosopher of science Paul Feyerabend famously wrote that “the only principle that does not inhibit progress is: anything goes.”

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Amazon turns Twitch into an influencer sales platform

Amazon raised a few eyebrows when it announced it was purchasing the gaming-focused live streaming video service Twitch for nearly a billion dollars in 2014.

Why would an ecommerce giant want to own such a service and why would it, at the time, pay more cash for it than it had paid in any prior all-cash acquisition? 

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funnel

Should sales be used to measure the ROI of influencer marketing?

As influencer marketing gets more sophisticated (and expensive), the demand for reliable measurement of ROI is increasing rapidly.

Are you measuring the value of your efforts the right way?

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brand funnel

You're (still) not tracking CPA properly and here’s why

“Half the money I spend on advertising is wasted; the trouble is I don't know which half.” John Wanamaker (1838-1922). Are we any closer to answering that fully in 2017?

Calculating CPA (cost per acquisition, also referred to as CPL - cost per lead) is a challenge. But tracking the cost of your first acquisition point (which may be a lead or a customer) is essential in understanding marketing channel efficiency and equally marketing-mix efficiency.

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Amazon tries its hand at influencer affiliate marketing

Can influencers and affiliate marketing be a match made in heaven? Online retail's 800-pound gorilla is apparently interested in finding out.

Last week, it was revealed that Amazon has launched a beta of an invite-only Amazon Influencer Program "exclusively designed for social media influencers with large followings and a high frequency of posts with shoppable content." 

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Is cost-per-offline-visit the future of mobile advertising?

As more and more ad dollars shift to mobile and more and more advertisers, including struggling retailers, seek to drive foot traffic to their brick-and-mortar locations, is the time right for a cost-per-visit ad model?

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Your 2017 marketing plan should be defined by change and transformation

Welcome to 2017, the year where rapid change defines marketing.  

Are your people ready to embrace real change and build on current momentum? If so, you will see a real digital transformation this year - all the better for the company, your teams and your customers.

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Pfizer lures consumers to text with Viagra discounts

Taking a page from the consumer marketing playbook, pharma giant Pfizer has launched a new televison ad campaign that encourages viewers to sign up to receive text messages from the company in exchange for a discount of 50% on a year-long supply of the prescription drug Viagra.

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Ashley Friedlein's marketing and digital trends for 2017

Every year I pick out digital and marketing trends and developments which I think will shape the industry and digital/marketing planning and thinking in the year ahead. 

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