With the digital arena expanding to include apps, TVs, virtual worlds and even outdoor billboards, digital advertising has grown vastly in size and scope in recent years. This best practice guide looks at how marketers can successfully plan, create, execute and measure digital ad campaigns.
With the demise of third-party cookies and the continued need for marketers to optimise their marketing budgets, there is even more pressure on brands to deliver effective campaigns.
In today’s competitive market it is also necessary to strike a balance between performance marketing and brand marketing. This enables a brand to not only stand out in crowded markets, but also to potentially increase its sales and build long-term growth and success.
This 60-minute session will discuss how a brand can optimise its performance marketing and create a balance with brand marketing. It will cover:
- How to improve the effectiveness of performance marketing including optimising paid search ads and ad bidding.
- The role played by brand marketing and having a long-term focus.
- Adopting an integrated approach to digital channel marketing and creating a balance between performance and brand marketing
- How to measure the effectiveness of performance and brand marketing.
A best practice guide examining the challenges that will arise due to the technical and regulatory changes to the way marketers can measure digital marketing effectiveness, and looking at how marketers can overcome them.
A best practice guide offering an in-depth look at brand purpose: what defines it, how to create and implement a purpose, and featuring examples and ways to measure its impact.
Content plays a vital part in any brand’s marketing strategy, supporting business objectives at every stage of the purchase funnel. This report provides best practice guidance on building an effective content marketing strategy to enable brands to engage audiences in creative ways that promote authenticity and trust.
This report looks at how brands can identify clear objectives, fine-tune audience profiles and plan their distribution strategies, getting to grips with the numerous different platforms on offer. Some of the key technical aspects needed to commission video and work with specialist partners are also covered.
Search engines are often the first port of call in the customer journey. Econsultancy’s Paid Search Best Practice Bundle covers everything businesses need to know about the complex and constantly evolving area of paid search advertising.
Social media platforms can offer brands highly targeted and effective advertising in a wide variety of formats. This best practice guide covers the key opportunities, with practical advice on navigating the challenges, designing campaigns and developing a strategy.
This best practice guide discusses the key benefits of marketing automation and provides advice on strategy and implementation. It covers the opportunities marketing automation offers businesses today, as well as what the future might hold.
This guide outlines the many different ways online communities can bring value to an organisation and covers how to develop a strategy to ensure its success.
Influencer marketing is a rapidly growing industry, enabling brands to engage audiences in creative ways that promote authenticity and trust. This report provides tools, frameworks and best practice guidance for organisations looking to incorporate influencer partnerships into their broader marketing mix, with industry expertise and case studies to help apply the learning.