The dynamic realm of digital marketing presents an expansive set of tools to reach your target audience. One of the most powerful methods that consistently delivers excellent results is video advertising. You can captivate audiences, drive engagement, and maximize return on investment (ROI) with the right strategies.    

For instance, you can leverage professional services, such as studio hire Sydney, to ensure the production quality of your videos is top-notch. Such facilities offer various equipment and services to help businesses create high-quality and captivating videos.  

That said, here are five effective video advertising strategies worth considering:   

 1. Understand Your Target Audience

Understanding your target audience forms the bedrock of any effective video advertising strategy. It goes beyond knowing basic demographics like age, location, and gender. It thoroughly explores their behavioral patterns, preferences, lifestyles, and buying habits.  

Your audience’s behavior can provide a wealth of helpful information. What do they do online? Which social media channels do they prefer? What kind of content do they like? Such insights can help you create video content that truly engages them.  

Identifying your audience’s lifestyle and preferences further aids in crafting a meaningful message within your videos. By understanding their needs, desires, and obstacles, you can produce content that resonates with them on an emotional level.  

Lastly, knowing your audience’s purchasing habits can guide your call-to-action effectively. When do they usually make purchases? What motivates them to buy? This in-depth understanding will help you craft persuasive prompts in your videos.    

 2. Create Compelling Content

Creating compelling content is central to your video advertising strategy. It must be engaging, relevant, and valuable to captivate your target audience. Here, a detailed understanding of your audience, as outlined above, becomes invaluable.    

An engaging video often begins with a compelling narrative or story. Stories can take viewers on a dynamic journey, fostering connections and inspiring action. Whether it’s a customer testimonial, behind-the-scenes footage look, or a product demonstration, each video should tell a story your audience can relate to.   

Relevance is also vital. The content must align with your audience’s interests and needs. Use insights from your audience research to guide your content creation. Additionally, the provision of value is crucial. Your videos should offer something worthwhile to the viewer, be it information, entertainment, or inspiration. The more value your content delivers, the more likely your audience will engage with it and take the desired action.  

 3. Optimize For SEO

Enhancing your video content for search engine optimization (SEO) is a key strategy to increase visibility and reach your target audience. Much like optimizing a webpage, applying similar principles to your videos to improve their rankings in search engine results is crucial. Here are a few tips to consider:  

• Use Keywords: Incorporate relevant keywords into your video titles, descriptions, and tags to help search engines understand what your content is about. It can increase the chances of your videos appearing in search results when users type in these keywords.  
• Craft Comprehensive Descriptions: A well-written description summarizing your video content and incorporating keywords can boost your SEO.    
• Include Video Tags: These provide added context and help search engines categorize your content.  
• Consider SEO-Friendly Video Hosting Platforms: YouTube, for instance, the world’s second-largest search engine, presents an excellent platform to host and optimize your video content for optimal visibility.  

By implementing these SEO tactics, you can ensure your video content gets the attention it deserves.  

 4. Leverage Video Analytics

Video analytics provide valuable insights into your audience’s interactions with your video content, allowing you to refine your strategies and maximize ROI. Important metrics to monitor include view count, watch time, and engagement. The view count tells you how many people have seen your video, providing a high-level measure of its reach. Watch time offers a deeper understanding of audience engagement. The longer viewers engage with your video, the more interested they likely are.  

Engagement metrics, such as likes, shares, comments, and clicks on your call-to-action, offer insight into how viewers interact with your content. High engagement often implies that your video resonates with your audience. Alongside these metrics, many video platforms provide demographic data, revealing who is watching your videos and their location.  

By analyzing this data, you can continuously refine your video content and advertising strategies, ensuring your efforts remain effective and aligned with your audience’s preferences and behaviors.  

 5. Invest In High-Quality Production

In a world where audiences are continually bombarded with content, high-quality production can differentiate your videos, capturing attention and making a lasting impression. Effective production entails creating visually stunning footage, clear audio, seamless editing, and thoughtful cinematography. Utilizing superior facilities ensures your videos exude professionalism and quality.  

Furthermore, high-quality production enhances your brand image. It sends a message to your audience that you’re committed to providing them with the best. It can significantly boost their perception of your brand and drive deeper engagement.  

However, remember that quality isn’t solely about production values. It also involves creating meaningful, relevant, and beneficial content for your audience. Pair high production values with compelling, audience-centric content for a winning video advertising strategy.   

Conclusion

The right video advertising strategies can significantly amplify your brand’s reach, engagement, and ROI. The above tactics form the backbone of a successful video marketing campaign. With these strategies, you’re well-equipped to leverage the power of video advertising to achieve your business objectives.

The post Video Advertising Strategies For Maximum Impact And ROI appeared first on Modern Marketing Partners.

Businesses benefit from digital marketing because it promotes their products and services to a wider audience than traditional forms of advertising. Before online advertising became mainstream, the customer base of most businesses was limited to their locality. Nowadays, they can cater to people around the world. One of the widely used forms of online advertising is Search Engine Marketing (SEM).

Search Engine Marketing is the promotion of a business or website on a search engine. It is done by displaying a sponsored post on a search engine result page (SERP) when an internet user searches for a keyword relating to that post. This will increase website traffic and sales and give companies an edge over their competition.

Search engine marketing has a pay-per-click (PPC) advertising model that mostly has a lower cost per acquisition than traditional advertising. This is because the searchers of the keyword that triggers a sponsored post already have an interest in that business’s niche. Most people that will view or click the ad already have a prior interest in the niche, so the conversion rate will be higher than advertising through mass media. The PPC advertising model ensures that businesses are only charged when their ad is clicked, not viewed.

The PPC model of search engine marketing is favorable for businesses trying to scale because it allows them to consistently advertise without paying huge fees to appear on TV, radio, or in newspapers. 

How to Run an SEM Campaign

Running an SEM campaign requires digital marketing expertise so your ads reach the right audience without wasting your budget. You can outsource your PPC advertising to a reliable expert or marketing agency if you do not have the expertise to run it effectively. However, here are the steps needed for a successful campaign:

1. Create a detailed SEM strategy

Create a detailed SEM strategy that reflects your business goals. Identify your target market, research their needs, understand their preferences, and pick the right keywords and search engine to run the ads. Most businesses use Google Ads for their SEM campaigns, so that is a good starting point.

2. Expand the budget and campaign

After creating the marketing strategy, run the campaign and measure the results. When you find the formula that works, slowly increase your budget so you can place larger bids on high-performing keywords, and target more areas and demographics.

3. Engage in retargeting campaigns

Some people need to see an ad multiple times before clicking on it. You should implement retargeting campaigns to keep displaying your ads to people that have clicked on your business website or your ad before.

4. Track campaign performance

Monitoring ad performance is essential because it gives insight into your business scaling efforts. Important metrics to monitor are the number of site visitors, conversation rate, bounce rate, and average time spent on site. You can use Google Analytics or similar software to monitor these metrics.

Endnote

Search engine marketing is essential for companies trying to scale and attract new customers. With a modest budget, proper planning, and marketing expertise you can help more people discover your business, thereby increasing your sales. As your business generates more profit, it would be best if you expand its ad campaigns so it can reach an even wider audience.

The post Scaling a Business With Search Engine Marketing appeared first on Modern Marketing Partners.

Paid search is one of the most effective ways to grow your business. But, there are many moving parts to PPC advertising. This is why it is best to hire a PPC expert who can handle your projects. From keywords to bid adjustments, it requires non-stop monitoring—a task too big for mere mortals. This page, with information on several tools, will help you manage your PPC campaigns more effectively.

But before that, let’s look at what PPC advertising is.

What is PPC Advertising?

Users of search engines, such as Google, are shown advertisers’ ads through pay-per-click advertising. Upon entering a search term into the search engine, the user is presented with relevant search engine results. Text-based ads are often displayed to users of search engines, and whenever a user clicks on one of these ads, the advertiser is charged (hence the term “pay-per-click”).

Luckily, many reputable PPC management software solutions can help you keep track of your paid search marketing campaigns and improve your ad spend. Some of these tools focus on a single function, like preventing click fraud, while others can automate the whole process for you.

Our list of services will help you manage client data if you’re a PPC agency or a business owner who doesn’t necessarily want to leave everything to an agency. These tools can also be used for other types of digital marketing, such as SEO.

But, hiring PPC experts who are proficient in using these tools to build high-quality applications is also essential. 

For more detailed features, read till the end.

Opteo

Hire a PPC expert to detect statistically significant patterns and constantly monitor Google Ads accounts.

Opteo also suggests improving your Adwords account, which can be pushed live to your Google Adwords account in a few moments.

Here are the key features:

Improve Ad creative

Opteo performs split tests on ad creative to improve performance and help pause underperforming ads. The tool ensures that your ads are up-to-date and also fresh.

Optimize Bids

Opteo helps one make data-driven bid adjustments that boost performance and reduce wasted spend. This tool can adjust location bids, demographic bids, schedule bids, budget caps, and below-first-page bids.

Exclude Bad Traffic

Opteo ensures that reputable, high-performing sources click on your ads. It helps exclude low-performing placements, and site categories, disable search partner sites, and much more.

Detect Errors

Opteo checks for common errors, from spelling to keyword conflicts, and recommends fixes whenever something comes up.

Performance

Share performance graphs with clients and colleagues, send updates to managers, and access real-time trend data.

Explore Segments

Opteo also segments performance across different dimensions of an account. Find the most profitable segments and get insights into marketing angles, budget changes, and more.

Manage Budgets

Opteo helps you set up your budget before one dives into the market. It gets timely spending alerts, helpful budgeting tools, and other useful stuff. It also ensures that one always controls the Google Ads spend.

Manage Shopping Ads

Opteo helps manage the product inventory to optimize performance, adjust item bids based on profitability, and keep product groups synchronized with Google Merchant Center.

Optmyzr

With Optmyzr, one can build safeguards, access data visibility, and find the peace of mind that makes clients happier.

Key features of Optmyzr

Monitor

Optmyzr makes tracking KPI metrics easier, managing budgets, and spotting opportunities to improve and scale performance.

One-click Optimization

Optmyzr works with ad platform automation to optimize ads, targets, account structure, and other areas where it can drive results.

Build safeguards and create value using automation

Optmyzr offers rule-based automation, scripts, and product management to build client safeguards.

Reporting

Reporting is one of the aspects PPC professionals care about the most. With Optmyzr, one can use reports to point both ad platforms and teams/clients in the right direction.

Analyze

Unlock the stories hidden in the PPC data. See suggested optimizations, and take instant action or revisit the strategy.

Skai

Skai is a software that integrates workflows and privacy-safe, 360° intelligence. Skai helps businesses to go omnichannel. It also allows clients to become data-rich, form authenticated ecosystems with high engagement—and get incredible ROI.

Key features of Skai

Dynamic budgeting

Easy forecasting, optimization, and monitoring with Budget Navigator. Skai helps PPC experts streamline the budget for their ad spending. This allows managers to distribute their dynamic budgets. Utilize machine learning to manage budgets and adjust expenditures across all channels to achieve business goals.

Campaign mirroring

The campaign mirroring feature saves time and ensures campaign parity, making managing multiple publisher accounts easier.

Custom metrics

Enables marketers to set metrics by which their campaigns are automatically optimized.

A/B testing at scale

Gain insight into campaigns, understand what’s driving ROI, and improve performance with A/B and Pre/Post tests across search, social and retail media.

WordStream

WordStream’s PPC Advisor is an effective and reliable tool for managing PPC campaigns and bids. PPC automation software is perfect for small businesses that need more money to hire experts.

WordStream offers recommendations on bids based on the goals and demand by combining keyword discovery, grouping, analysis, and prioritization. It creates campaigns, finds positive and negative keywords, and adjusts your budget.

With WordStream’s online bid management tools, one doesn’t have to spend time and effort managing your campaigns.

Acquisio

Acquisio helps with end-to-end features and functionality built for easier campaign management.

Key features:

Sell

Tell prospects their expected clicks, conversions, and even personalized campaign ROI.

Launch

Machine learning and PPC automation tools designed to streamline.

Manage

Better campaign management begins here. Get built-in cross-channel and cross-publisher ad management tools.

Optimize

Acquisio leads machine learning optimization tools for intelligent performance adjustments and unprecedented digital ad campaign results.

Report

Use one of the best search and social reporting tools that save more than half the time you spend on reporting!

Integrate

Data connectors and APIs let you seamlessly plug in ad campaigns and integrate data from almost any source.

Conclusion

PPC automation software and bid management tools can help you save time and optimize your campaigns for better performance. The tools mentioned above are some of the top options available in the market. Depending on your specific needs and budget, you can choose the one that works best for you. It’s important to note that these tools are not a substitute for a skilled PPC specialist or agency but rather a tool to help them achieve better results.

The post Top 5 PPC Automation Software and Bid Management Tools appeared first on Modern Marketing Partners.

Today, all you need is internet access, a webpage, and an idea. With e-commerce, all business can be done online. Below are some tips you can use to make the most of online selling and e-commerce!

1. Use Ad Sites To Your Advantage

Advertising is typically a high cost, and it’s a bit of a gamble. Just paying a lot doesn’t guarantee that you will have a high return on investment.

Choosing your advertising platform will require research and calculation to find the best resources to place your ads.

One helpful method is to promote your store on coupon websites, as these sites already possess a high amount of internet traffic. With your ad there, more people will see what you can offer them!

2. Post Photos of Your Product

To ensure that online shoppers trust your company, make sure to post as many photos of each of your products as you can. 

In addition, choose reliable platforms to market your product. For example, if you are looking for a dropshipping model, rely on trusted platforms like Printify or Printful. 

If you are not sure which platform fits your business needs, visit the printful vs printify guide for informed decision-making.  

Offering images from various angles, as well as descriptions and dimensions is a great way to let your customers know that you’re offering them the real deal.

3. Use SEO

SEO stands for “search engine optimization” and it is a technique that involves creating specialized websites and blog content that will attract more viewers to your online store.

With this specialized content, search engines, like Google, will be more likely to notice your site and show your link to potential customers who searched for keywords related to your business.

This is a great option because it is inexpensive to have this content made, and it increases website viewers naturally without having to buy ads all over the internet.

4. Be Active on Social Media

If you are running a business online, then you will need to use the internet to your advantage!

Running a social media account for your business is a great way to connect with customers and communities that would be interested in what you have to offer.

In addition to connections, you can also build trust with consumers by posting about your processes, how you make your products, and your company’s goals! The more transparency you provide through social media, the better your business will profit.

5. Use Reliable Checkout (POS) Software

The checkout software you use is one of the most important parts of e-commerce! This software is also called POS, or “point of sale” software, which allows the customer to conduct transactions with your company online.

Reliable POS software can be a hefty investment, so some smaller companies sometimes backpack off of corporations like Amazon so that they can use the safe transactions through the corporation as a third-party seller.

This is sometimes less expensive, or a better starting place for a company getting off of the ground.

Final Thoughts

E-commerce is the future of business! Companies everywhere are evolving to adapt to this new world, and your business can too!

It’s easier than ever to start a company and get it off the ground. But there are some very important aspects of online selling that are extremely important, like POS software, advertising, and avoiding scams.

Fortunately, with a few of the tips above, you can get your name out there and grow your online company quickly!

The post 5 Advertising Tips For E-Commerce Businesses appeared first on Modern Marketing Partners.

As reported by Wall Street Journal on April 12th, 2022 by Megan Graham.

Digital Ad Revenue Jumped 35% in the U.S. Last Year, Biggest Gain Since 2006

Digital ad revenue in the U.S. jumped 35% to $189 billion last year as marketers chased consumers spending ever more time on online media and shopping, according to a new report from the Interactive Advertising Bureau and PricewaterhouseCoopers LLP.

The rise was well above the 12% growth rate of 2020, which was briefly hobbled by an early-pandemic dip. The year-over-year growth in 2021 was the highest the digital ad market had seen since 2006, when it rose at the same rate, the online-ad trade group said.

A flood of new businesses across the economy contributed to the growth in digital ads, said IAB Chief Executive David Cohen. A record 5.4 million new business applications were filed last year, up from 4.4 million the previous year, according to U.S. Census Bureau data.

“They use digital for finding new consumers, delivering products and services,” Mr. Cohen said.

Advertising on digital audio—podcasts and streamed music and radio—grew faster than any other category, up 58% to reach $4.9 billion.

But audio was just a speck of all digital advertising, at 2.6% of the total. Though marketers are interested in podcasts and other audio formats, measuring results can be difficult compared with other types of digital marketing.

In 2021, 10 digital publishers and platforms took the lion’s share—78.6%—of total digital ad revenue, up from 78.1% in 2020, according to the IAB, which doesn’t identify the companies. But last year, research firm Insider Intelligence forecast media behemoths Google, Facebook and Amazon would siphon up 64% of digital ad budgets in the U.S. in 2021.

E-commerce, now a cornerstone of the economy, will continue to drive ad investment to digital channels, the report said. A growing part of that investment will go to so-called retail media networks. Consumer-facing businesses, among them DoorDash Inc., Walmart Inc. and CVS Health Corp. , are increasingly offering advertisers more ways to reach consumers using retailer data, often by letting brands buy ads on retailers’ own websites or apps.

“Advertisers want to be where these transactions are happening,” said Chris Bruderle, the IAB’s vice president of research and insights. “You’re going to see that come to life across all forms of digital media.”

But digital advertising is at the mercy of larger economic factors. In an equity note last week, Morgan Stanley analysts said advertising is highly cyclical and linked to economic growth. Digital advertising has also benefited from marketers spending more on performance advertising, in which budgets go toward campaigns that directly generate consumer action.

But the economy’s strength is crucial. “Because of these dynamics, if the number of consumer dollars being spent slows down or declines … we would expect digital ad dollar growth to also be impacted,” the analysts wrote.

The geopolitical fallout of Russia’s invasion of Ukraine, plus inflation, pandemic variants and supply-chain snarls in the first part of the year are creating headwinds for ad spend, but those may begin to stabilize in the latter half, RBC Capital Markets Equity Analyst Matt Swanson said in an interview.

U.S. midterm elections in November are also likely to lift advertising on streaming TV platforms, he added.

Since the pandemic, shopping online increased, but that was not the only thing that increased during the pandemic. Digital ads have jumped 35%, and we have not seen this jump since 2006. Are you currently using digital ads? If not, will you begin too?

Additional Digital Ads Revenue

Online Advertising: Everything You Need to Know in 2021 (HubSpot)

What is digital advertising? (Amazon Ads)

The Future Of Advertising: Tips for Modernizing Your Advertising in 2022

The post Digital Ad Revenue Jumped in 2021 appeared first on Modern Marketing Partners.

If you are looking to update your advertising styles, look no further. We have created a list of some great options for using modern media to your advantage as an advertising platform.

Read below for more information!

Invest in SEO Content for Your Webpage

SEO stands for “search engine optimization” and helps your rating on Google so that you can get more people to view and visit your website organically. Optimization means that anyone searching for keywords related to your service or your brand will first see links to your site in search engine results.

Higher placement on the results page will naturally get more site visitors and potential buyers quickly and effectively. Make sure to use professional search engine optimization consultants so that your webpage content is in the top tier.

Paid Social Media Advertisements

Social media marketing is another way to advertise in the new age of technology and the internet. Because social media like Facebook, Instagram, Twitter, YouTube, etc., are now so popular, you might as well embrace their popularity and use it to your advantage.

Older advertising methods used cable TV commercials to reach a vast public audience — essentially, anyone watching a TV show at a particular time. But with fewer people watching cable and turning to streaming and social media for entertainment, that’s no longer an effective avenue for reaching a broad audience.

Paying for an ad on one of these social media platforms is like the new TV ads.

Users of that media platform will see your ad while scrolling if you pay for it, regardless of how interested in your service they are. It is good for gaining name recognition in a community or area.

Running Social Media Accounts

Another way of using social media to your advantage is by starting a profile on these platforms for your brand or company.

The best part about this is that it is free! With your popularity, you can use various methods to gain followers and be more likely to show up on someone’s ‘discover’ or ‘search’ pages.

This method is excellent because you can just put your name out there and frequently post to help gain customer trust and increase transparency instead of paying for ads.

People like to see that your business is well run, and you can show that with social media. Followers can see what you offer them and how it can benefit them to invest in your business.

Streaming Site Advertisements

A way you can pay to have your advertisements show up for individuals guaranteed is through popular streaming sites like Hulu, CBS All Access, or Tubi.

Because these sites offer low-cost subscriptions for users that have advertisements on them, it can be very costly for you, but you can be guaranteed that users on these sites will see your message.

This is another new technology-era advertising method similar to old-school cable TV ads.

So many more people are choosing to use streaming services rather than pay for cable, so going this route will lead to even more people seeing your ad or message!

Final Thoughts

Bringing your company into popularity in the modern era is not very difficult, but it requires keeping up with modern methods.

Apply some of the modern marketing tips above for your next advertising campaign, and see tremendous growth in your company!

The post The Future Of Advertising: Tips for Modernizing Your Advertising in 2022 appeared first on Modern Marketing Partners.

Today we’ll tell you how businesses can work with this marketing tool, not scare away, but attract audiences.

What Is Native Advertising?

According to researchers, users are gradually getting used to advertising messages and ignore them. What should advertisers do? Mask advertising as natural content.

Native, or natural advertising, mimics the environment. It differs from conventional advertising because it is perceived as part of the site being viewed, is not identified as advertising, and does not alienate the audience.

The thin line between paid publications and building trust with the audience leads to a discussion in the market about what to consider native advertising and what to consider PR? Most often, native advertising is still considered part of content marketing.

Features of Native Advertising

Native advertising is dangerous because it is on the brink of a foul and often goes beyond the limit. If the user feels strong empathy for the content, he will get upset when he finds out about the ad.

This can even cause a painful reaction – how come that useful information turned out to be just plain “jeans”? That’s why it’s so important in native advertising to create value for the reader while not overdoing it with allusions to the brand, product, or service.

A few more nuances:

• Uniqueness: you can’t put the same content on different sites. Adapt the content for a specific channel (an article, a special project, or a post on social networks);
• Price: the cost of producing the content is supplemented by payment for placing the material on a particular site. Some resources deliberately take it upon themselves to write or adapt the content, which increases the price several times over.
• The last point is controversial: if we consider the payoff here and now, natural advertising is expensive, and the conversion rate is lower than indirect advertising. But if you recalculate the cost relative to the entire sales funnel – not just conversion to purchase, but also reach, retention, lead generation, and warming, return – then the benefits gained to justify the investment.

Formats of Native Advertising

No matter what detractors say, native advertising is a purse with a double bottom. On the one hand, a company can order this type of advertising from sites it is interested in, get coverage and sales. On the other hand – to act as a seller of advertising on the subordinate resources, earning on their audience or traffic.

The principle of income by the first way is clear: you advertise, you buy. This way is becoming more and more popular and diverse. According to recent studies, the most popular formats for “native advertising” were articles, cards, special projects, tests, and games. Articles won by an overwhelming margin of 59%.

Let’s inspect these formats:

• Expert articles are rank-and-file pieces that don’t differ in appearance from editorial content. As a bonus, they contain one or more links to the advertiser’s site.  
• Special projects – Native materials that reveal a topic from all angles. Often designed as a separate landing page with interactive elements.  
• Paid publications in social networks on the pages of Influencers and posts in popular Telegram channels. 
• Advertising inserts in the videos of famous YouTubers.
• Many interactive forms: podcasts, quizzes, apps, games, and even memes.

How to Sell Native Advertising

The second way is not so obvious, but it requires less effort. If a company has a high-quality corporate website (and perhaps over one) with a good level of traffic, you can make it an advertising platform for non-competing companies and turn it into an additional source of income.

There are several basic formats for earning money: 

• The first is the sale of space for content: advertising articles and integrations. The format is not unlike working with large platforms as a buyer. The advantage of this model is that the owner himself sets the conditions and price, and the fact and terms of placement are sealed by a contract.
• The second way to make money is to sell traffic. Visitors are a valuable resource for any site. It can be turned into money with the help of advertising and teaser networks. This technology is called programmatic advertising.

By What Criteria to Focus on When Choosing a Partner:

• Targeting. Choose networks that can filter users by characteristics, interests, place of birth. The more settings the better;
• The geography of distribution. Some networks operate in English-speaking countries, while others work only in Europe. The largest partner networks cover the entire world;
• Limitations. Native networks do not accept all advertising. Usually, the rules have a list of topics that are not allowed on a particular site (for example, not all work with topics on cryptocurrencies or gambling);
• Payment models: monitor clicks, impressions, conversion actions, and choose the most profitable ones.

How to Measure the Effect of Native Advertising

It is not as easy to track the effectiveness of native advertising as other marketing channels. There are no clear KPIs. Everything will depend on the advertiser’s goals (sell or show!).

The main metrics that are usually considered are completion rate (the number of users who read the entire article) and engagement (time spent by the user on the page). If the project has ways to measure reactions, you can calculate activities: likes, shares, reposts, and comments.

A handy measurement tool on someone else’s page is a UTM tag on an article, a link to a pre-landing (page-promoter), or a promo code. You can also ask the site to provide guest access to Google Analytics counters.

The advertiser must have end-to-end analytics and goals set up – this will help you track the material’s role in your digital footprint.

Important!

Native ads need to “mature”: pages need to be indexed by search engines, get clicks from paid channels and accumulate enough views. It is better to wait for a few weeks before the control measurement.

It makes sense to assess the effectiveness of your investment (ROI) after a couple of months. Successful native integrations (e.g. a YouTube video) can have a long-term effect over several months or even years.

Some are trying to measure the effectiveness of native ads as contextual: if they are shown under the interests of users, then they should immediately bring leads and sales. This is a mistake.

Native ads are a tool for generating and stirring up demand. A context is a tool for attracting users who are already ready to buy. Native ads often work together with other channels, including context and targeting ads, as a part of a promotion strategy, but you shouldn’t equate them.

The post Native Advertising: What It Is and How to Use It Most Effectively appeared first on Modern Marketing Partners.

Even in the humblest beginnings of commerce you can find examples of early marketing or advertising which have seen a myriad of evolutions along the way to this period in time, the 21^st century. Are you a business owner or director seeking to find solutions to your advertising needs? If so, it might help to look at how advertising has evolved into forms that are most effective in today’s world.

Why Are These Changes So Important?

You may be wondering just why the ways in which advertising has changed over the years is so important. Perhaps the best answer to that would be to look at how styles and technology continually change from generation to generation, and even from year to year. While some things never change such as our appreciation for music, the way in which we experience that music changes over time.

Consider for a moment that the first radio signal wasn’t sent and received until 1895. Credited with the invention of the radio was Italian inventor, Guglielmo Marconi who sent that very first signal. However, the first radio signal across the Atlantic didn’t happen until six years later when he successfully sent a transmission, cementing his place in history.

It wasn’t until the 1920s that music began being broadcast in England and the United States, and the rest, as they say, is history. If you are of an age, you will remember when most radio stations broadcast only AM frequencies. Even though FM was invented by Edwin Armstrong in 1939, and a Nashville broadcasting station, W47NV, began broadcasting in 1941, it wasn’t really until the late 1950s when FM radio came into its own. Now you are probably wondering what this has to do with the evolution of advertising.

Obviously, radio stations needed revenue to survive and so they sold advertising time to ‘sponsors’ of specific programs and artists. Business owners and administrators will need to understand how to best allocate time and resources to customer acquisition, within which advertising plays a key role. If you intend to earn a Master of Business Administration, it will be necessary to have an in-depth understanding of marketing. Not only is the importance of advertising covered as you study for that MBA, but you will also learn how to identify and reach your audience.

Back to the Beginning

As previously mentioned, advertising can be dated back to ancient Egypt, but for literally thousands of years that is how advertising was handled. There were no radios, no televisions, and no internet. In fact, until the invention of the printing press by Johannes Gutenberg in 1440, no one even dreamed of mass communications. It really wasn’t a concept at all until many years after he invented the first printing machine in 1450. The Bible was the first book printed ‘commercially’ and that brought about a reformation in theology as well. So, you see just how important the written word was when reaching the masses and remains so to this day but in other forms yet to be discussed.

It is said that the first printed advertisement was created by William Caxton in 1477. Bear in mind that this was just 27 years after the first commercial printing press was introduced to ‘the world.’ Caxton was an English merchant who designed what was referred to as a handbill to be distributed in the general neighborhood where his shop was located in Westminster Abbey. When it comes to beginnings, this can be noted as the advent of ads in print.

Newspapers, Flyers, Magazines and Billboards

That historical handbill is said to be the predecessor of today’s flyers but it can also be the prelude to newspaper and magazine advertisements. The major difference is in the way each is distributed. Flyers can be mailed, handed out in person, left on vehicles, or sometimes tacked up on bulletin boards, among other popular ways to get them out to a maximum audience. Each of these can credit their evolution back to that first commercial printing machine of Gutenberg and that first local ad created by William Caxton.

When it comes to magazines, it is widely held that the most notable printed advertisement, especially in modern times, was the conception of the ever famous Marlboro man. What many people don’t really know about this handsome, rugged man was the intent of the ad in the first place. Until the 1960s, filtered cigarettes were equated with femininity. Only women smoked filtered cigarettes and real men chose those of the unfiltered variety. Lucky Strikes and Camels were the most popular unfiltered cigarettes of the time and so not only were these ads aimed at getting men to smoke filtered cigarettes, but the deeper purpose was obviously to grab that market.

Moving Into a New Era in Advertising – Television

At this point, the Marlboro Man plays a key role in ushering in the age of television advertisements. Oddly, these ads seemed to be more popular among women than men which shows how capturing a market may not work out as intended. That handsomely rugged man appealed to the ladies and many of them began switching brands as well. This opened the door to a whole new market geared towards a female market and thus the creation of Eve cigarettes that were advertised as being designed with women in mind.

Here it is important to note that the Marlboro Man was once again relegated to print advertisements. On April 1, 1970, Richard M. Nixon signed legislation forbidding cigarette ads on television and radios. Again, you can clearly see how current trends in society can set the stage for advertising. That once popular Marlboro Man had to step back to print. Interestingly, when Bob Norris died in 2019 at the age of 90, the public were made aware of the fact that he, himself, had never been a smoker. Isn’t it amazing what advertising can do? You would think of him as the quintessential smoker but he never was.

Advertising in the Age of the Internet

This brings us up to current times when most people are introduced to new products and brands online. In the beginning, digital advertising was all about reaching a market with a key focus on product. Product marketing was successful for a number of years but, over time, trends do change. Today’s consumer no longer looks to identify with a product but would rather develop a ‘relationship’ with a brand. There is this sense of connection they seek and so advertising is now geared toward building that relationship. It is common for corporations to seek market influencers who virtually become the face of the brand. Think of Taylor Swift’s Capital One ads and you’ll have a perfect example of celebrity market influencers.

However, celebrities are not the only popular market influencers and so businesses now reach out to bloggers and social media to capture the audience they seek. This is highly successful, but currently many consumers are tired of all the popup ads that interfere with an article they are reading or a YouTube video they are trying to enjoy. While working with market influencers is still highly effective, it is important to also understand that there are a number of popup blockers people use to prevent being interrupted. Digital advertising is still effective, but a new evolution is underway to reach those audiences without relying on popups.

Key Takeaway for Today’s Business Administrators

While most businesses hire marketing teams or advertising executives, it is still important for business owners or administrators to understand the history of advertising and the techniques most effective in today’s world. One of their most important roles as an administrator is to focus on that all-important bottom line. This means that hiring the right team for the job is a key consideration. Unless you understand marketing for today’s consumer, you will not know if those ads will work for or against you.

In other words, if you want to realize a profit, you will need a marketing team that understands your company and can reach a highly targeted audience. Customer acquisition and retention are two of the key factors in profitability which is why so much emphasis is placed on advertising. No matter what era you were raised in, your aim is to reach today’s audience where they can be found. Although just one aspect of business administration, advertising can make or break a company and this is why it is so vitally important.

The post A Look at How Advertising Has Changed Over the Years appeared first on Modern Marketing Partners.

These days when people think about how to advertise and promote their businesses, they will automatically start researching different digital marketing strategies. A great website, engaging social media, and perfectly optimized online content are all well and good, but there are some simpler, more traditional forms of marketing that are still as successful as they ever were. Outdoor banners have been helping businesses to succeed for decades, and they are an ideal way to bring in new customers and boost sales.

Here are 3 reasons why your business needs outdoor banners.

1. To Show Customers Where You Are

Despite the famous assertion, just because you have built it, there is absolutely no guarantee that they will come. In order to make money, your business will need customers, and if your potential customers don’t know where your business is (or that it even exists), you will not be able to succeed. Colorful, well-designed outdoor banners will direct customers to your business wherever it is located. This is particularly important if your business is not positioned on the main road or can be a little difficult to find. You can pay to put up a banner on the highway directing customers to your store. They shouldn’t be complicated directions, just simple instructions on banners placed periodically along the highway. The first may say “Mike’s Furniture Store in 5 Miles”, then another one later, “Mike’s Furniture Store Exit 13”, and then a third one, “Mike’s Furniture Store, Next Exit”. This will give customers plenty of time to get ready to exit the highway.

In order to catch the eye of potential customers, you will need to ensure that your banners are big, bold, and attractive. There are various businesses that design custom banners for every type of business. They can help you to create the perfect color scheme, font, and include brand logos, digital photos, and anything else which will entice customers to your business and tell them what is on offer. Once your banners are up, make sure they stay in good condition and replace them when they are becoming shabby. A low-quality banner will reflect badly on your business so if it looks old and tatty, customers won’t want to come in.

2. To Bring in New Business

Effective outdoor banners enable you to engage with both local customers and those further afield. You can put up banners in your local neighborhood to keep your customers engaged with your business and secure that core customer base. Many people these days are looking to move away from big corporate businesses and spend their money in local businesses. Advertising in your neighborhood will give customers the local option which they are looking for and will also show them that you value their custom. If you have a small family business, make sure that you mention this on the banner to create the right message for locals.

After that, you can start focusing on nearby towns and customers outside of your local area. A business with a great local reputation that offers excellent products and services will always be a draw if you can get word to spread. As described above, putting up banners on the highway can help to bring in passersby, but you should also choose strategic locations in residential or retail areas for your banners. This is also an ideal strategy if you are planning to open a business in a new location. Putting up banners announcing your grand opening a few weeks in advance can help generate a buzz so that you are guaranteed customers when you open your doors.

3. To Advertise Your Products or Promotions

Even the biggest companies in the world need to advertise their products. Coca-Cola alone spends $4 billion a year on advertising, but a quality outdoor banner will cost your business significantly less than this. Every industry these days is incredibly fast-moving, and if your business stands still for even a moment, your customers can and will move on to the next best thing. It is crucial to keep them constantly engaged with new products, services, and promotions, and this means regularly changing your marketing materials. Everybody loves a bargain, so whenever you have an end-of-season sale or you are looking to mark down a particular item, have new outdoor banners printed and get them up in successful locations. If you have a restaurant that is undergoing a menu change or has hired a new chef, let your diners know about it with banners in the local area. You will be amazed at how quickly customers can forget a business but also how quickly they can be brought back with the right promotional banners.

The most important times of the year for retail businesses are always around the holidays and this is when you really need to step up your banner game. If you have a retail business, you need to start planning your banner campaign a few months ahead of Christmas, Thanksgiving, and Black Friday. When you are creating the designs, try to make them festive so that they reflect the holiday. Christmas colors, snowflakes, and Santa Claus imagery are all excellent design additions to your banners to draw in customers, while Black Friday sales are all about bold discount figures and percentages. A huge banner that says “REGENCY HOMEWARE OUTLET BLACK FRIDAY SALE 50% OFF!” can have a massive impact on everything looking for a deal.

Far too many of us are too focused on the latest high-tech ways of advertising the businesses that we overlook the most tried and tested methods. Banners have been boosting brands and generating new business for years and years, and they are still one of the best ways to get your name out there and get feet through the door. With modern banners being cheap and easy to print, every business should look at their own banners to make sure that they are up to scratch. Take these three important reasons into account, and start planning your new banner campaign, today.

The post 3 Reasons Why Your Business Needs Outdoor Banners appeared first on Modern Marketing Partners.

Congratulations! Starting a business is an admirable feat. A life goal for many, starting such an endeavor is something to be celebrated! Now that you have your idea, name, and product all figured out, it is time to think about advertising! Wanting to help you work smarter and not harder, we crafted a list of 7 foundational elements you must think about when advertising your new business.

1. Search Engine Optimization

Everyone is quick to search the internet for their needs. Google, Bing, Yahoo, and beyond are usually the first step in people’s search to find exactly what they are looking for. With search engine optimization, you can ensure that your business pops up in the results. The best way to do so is through an SEO company. These skilled individuals can work their magic and help your business get noticed.

2. Have an Amazing Website

For your business to be found on the internet, it needs a website. It is worth the extra effort to ensure that your website is well-designed, easy to use, and accurately displays your business. This can be with your own two hands-on easy to use website building sites like Squarespace or Wix, or you could hire a professional to do all the work for you!

3. Have A Mission Statement

Every business and brand should have a story that connects the audience with the product and its intention. Usually, this comes to term in a mission statement. Listing your company’s goals or business is great advertising and just general practice because it will give your customers something to latch onto and want to support.

4. Design and Color Scheme

Design and color are compelling, especially when it comes to the perception of your business. There are a bunch of different styles and colors you can choose to embody your brand perfectly. From sleek to minimal and beyond, there are so many options, and it is essential you pick what suits your business best for things like logos.

5. Have an Impressive Tagline

A tagline is a short and sweet way to get your brand known in a few words. Usually, on billboards or at the top of websites, this slogan of sorts can appear and represent your business whenever needed.

6. Understand Your Demographics

Understanding your audience goes beyond the products and services. To best advertise your business, it is essential that you understand the target demographic — teenagers, children, adults, male, female, etc. Knowing the most about your demographic helps you know where to advertise.

7. Social Media Presence

Since the internet has shifted us to an online and interconnected world, where you can buy groceries, check the news, and message a friend without having to leave the house, Social Media presence for brands and businesses is more important than ever before. This is especially important if your target demographic is an internet user (and most are nowadays). Having an active account on Facebook, Twitter, Instagram, even TikTok is a good idea to ensure you stay on top of current trends. You can also interact with your audience in a more personal manner through these social media sites.

Conclusion

Spreading the word about your business is essential to the success of it. The amount of effort that goes into proper marketing and advertising is huge. We wanted to make sure you had a list of foundational elements that will help you get started with this in mind. We hope you enjoyed our seven items in this curated list, and we wish you much success in all your business endeavors!

The post 7 Foundational Elements You Must Think About When Advertising Your New Auckland, NZ Business appeared first on Modern Marketing Partners.