In addition to the quality of creative and ability to understand its value, there are other key drivers that can help to influence campaign effectiveness. This chapter evaluates the importance of targeting approaches and how marketers can navigate targeting without having to rely on third-party cookies as access to them continues to decline. Targeting and […]
Marketers that understand the key drivers of digital marketing effectiveness are already one step ahead. From culture and resources to investing in data and skills, this chapter explores how to create environments that are conducive to effectiveness, and how this supports measurement. Developing an Effectiveness Framework Selecting the right measurement approach will come down to […]
While third-party cookies will currently continue to exist, the reality is that a big proportion of the open web cannot be addressed by third-party cookies. In light of this, marketers are urged to pursue other ways of targeting and measuring to prepare for a low-cookie world. This chapter explores different data types and collection methods, […]
How digital marketing is measured is currently in a state of great flux. This is due to widespread regulatory and technical changes that have restricted the data that is available to the digital advertising industry, leading to the decline of third-party data from browsers and device manufacturers. This data has been important for both measuring […]
Being able to measure how well a company’s marketing is performing is essential in order to understand the impact campaigns are having towards meeting the goals of the business and in driving growth and profitability. It also enables an organisation to identify where opportunities exist to make changes and optimise budgets. For the purposes of […]
Being able to measure the performance and effectiveness of integrated marketing campaigns that combine paid search with other channels is essential for gaining an understanding of what worked, and what can be improved in future campaigns. This chapter looks at what measures to use and the toolkits, such as Google Analytics, that can help. Measuring […]
The previous chapter looked at landing page strategy for paid search campaigns. This chapter considers best practice techniques for creating and optimising effective landing pages. Twelve best practice guidelines for landing pages To be effective, landing pages need to combine the following to improve the user experience and increase conversion rates: Usability Accessibility Persuasiveness Ability […]
Destination or landing pages (where clicks are directed) are an integral part of any paid search campaign. Effective landing pages convert more visitors, and in Quality Score-based search engines they make an ad more competitive. In fact, with paid search, securing the click is only the start of the conversion journey. The landing page plays […]
The latest trends, developments and statistics in social media. Stories this quarter include TikTok’s potential US ban, new AI assistant features from Meta and Snap, and the ways in which the platforms are supporting their influential users, in what has been termed ‘the creator era’.
When planning social media activities, bear in mind that the activity should mirror any strategic element of the business. Many organisations use existing marketing and communications planning processes to develop their social media activity. This chapter looks at the ten steps brands should take to develop their social media activity, from research and planning through […]
