Mix it Up

Share of Digital Advertising Budget by Investment Type in the Nonprofit Arena

As is the case with any recipe, the right mix of ingredients is critical to the end result. Same holds true when it comes to finding the right mix of media solutions for marketing campaigns. A little too much or too little of one ingredient can be the difference between success and failure.

graph Mix it Up

Source: NonProfit Benchmarks Study, 2016

“How much to spend on digital ads, where to display those ads, and whether they are meant for donor conversion, list growth, visibility or something else, these are tough questions that will depend on your specific needs and goals. But every nonprofit needs to keep seeking new audiences, new stages, and new songs to sing – and digital ads are increasingly a part of that repertoire.”

When developing your media mix, it’s important to consider several criteria to ensure the investment you make achieves your desired results. At Advance 360 we focus on five areas when crafting a media mix:

Audience and geo targets:

Who are the target audience groups? Where are they? How do they spend their time? Making sure we have a strong understanding of who we are trying to engage will help guide us as we craft our plan.

Marketing and business goals:

At Advance 360 we partner with our clients to deliver successful campaigns at the business level, not just the marketing level. Marketing objectives often focus on reach, frequency, clicks,  and web sessions. While these are important benchmarks, we also monitor and the business impact of our campaigns. This includes measuring brand awareness, lead generation, conversions, and more which require a lot of  a lot of work behind the scenes work.

Website preparedness:

A thorough review of a client’s website is a must. Does the website support a strong user experience across desktop, mobile, and tablet? Is the site prepared to support campaign success? It’s important to think about how the media mix will affect web traffic across each device. Remember, more search traffic is now coming from mobile devices than desktop. And overwhelmingly most social media engagement is occurring on mobile. If the client website is not mobile optimized, campaign success could be compromised (or at least the media mix may need to be adjusted).

Stories/Assets:

Advance 360’s strategic approach centers on spotlighting our client’s stories (USP’s) in meaningful ways with the target audience groups in order to entice, convince and convert. It is important to confirm that these narratives are clearly outlined – on the website, within social media, within a blogging site, via photos and videos, etc… These stories and assets become the cornerstone of the messaging within the media mix and need to deliver a quality user experience that supports campaign success.

KPI’s/Measurements:

This is key. All media strategies need to be measured and (most likely) optimized throughout the campaign. In order to do this effectively, Google Analytics and Google Tag Manager need to be in place and configured properly. Goals and events need to be set up. Measurement needs to be tested and validated. Bad performance data – or worse, no performance data – will have a fatal effect on an otherwise great marketing campaign.

Once each of these areas have been reviewed and considered, the media mix can be developed. With a full focus on the decision journey and user experience, a quality media strategy can then be crafted and implemented.

At Advance 360 we do this work everyday. We have helped our clients achieve success with our strategic approach. It’s a lot of work, but it’s necessary. And when success is achieved, it’s very rewarding. For us and for our clients. Give us a call and we will show you how we can help you accomplish your marketing and business goals.

Improve Your Search Performance with Content Marketing

Content Marketing has become one of the most important ways for a business to market themselves online. 

Not only does targeted, relevant, frequently updated content on your site nurture your prospects and give them a deeper way to get to know you and your products, if done well over time, it gives good “Google Juice” so that you are ranked higher in searches! Improving your organic search rankings with Content Marketing takes months of consistent publishing on your website. It is for that reason that we work with clients on annual engagements, rather than producing “one-off” pieces.

Click to download our most recent travel content guide.

Manufacturers: Your Customers are Decision-Ready

The rapidly changing B2B marketplace should be serving as a wake-up call for those in the B2B manufacturing industry. In the past few years, we have seen a shift in how B2B buying decisions happen, who the decision makers are in the process, and where these decision makers are getting their information.

Since the advent of the advertising industry, marketers have fed information to customers and customers have made buying decisions based on this information. it was a linear path – people saw an ad, they were interested in the product, so they went to the store and bought it. What’s changed is now, customers are finding information on their own. It is now the marketer’s job to pull that audience in by creating a personalized experience that resonates with the potential customers. The path to purchase is no longer linear – it is a collection of moments that influence a customer to purchase your product. 

There’s no question that everyone is online these days, including B2B audiences. In fact, 94% of B2B buyers conduct some kind of online research during the buying process, and 84% of B2B marketers use social media in some form. Customers are educated and informed, and are looking for vendors who understand their pain points and know about the industry.

Customers are already 57% of the way down the path to a decision before performing an action on a website. Customers are being influenced from many different touch-points, whether it’s through your website, social media, mobile campaigns, or traditional marketing methods. That makes it important for manufacturing marketers to reach their audience through a variety of methods well before the audience reaches out to them.

CLIENT PROFILE: SFUMATO FRAGRANCES

Sfumato Fragrances is a husband and wife collaboration making natural fragrances in Corktown, Detroit. Kevin is the nose of the company, engaging olfactory skills honed by culinary studies to blend our compositions. Jane is the eyes, using her background in art and design to create the visual aesthetic.

There are a few things that they think are very important, and these things make their scents different from most fragrances you would buy at a mall with a famous person’s name on them. These are: using natural ingredients, offering a unique olfactory experience, and exploring the world using our noses.  

The fragrances are entirely natural, made from essential oils, absolutes, and tinctures, as Kevin and Jane believe natural components give a much more subtle, complex, and interesting product. While some synthetic fragrances are quite wonderful, but Sfumato’s preference for natural materials is mostly philosophical. Because many natural ingredients have been in use for millennia (e.g. frankincense, jasmine), and because olfaction is tied to memory in many strange ways, breathing in Sfumato scents is like a time bomb from pre-history, wafted and whiffed for untold generations, with a shock wave resonating across ten thousand years and a terminal node in your nostrils.  

Advance 360’s role as the Sfumato Agency of Record is to tell this story as authentically as possible. Their story is a unique one. See how we captured it.

11 Million Auto Buyers Researching Vehicles on Mobile Devices

11 Million Auto Buyers Researching Vehicles on Mobile Devices

Automakers sold 17.5 million cars and light trucks in 2015, which was a record growth in sales, up 5.7% from 2014. While shopping on an auto lot, 63% of shoppers use their mobile device for research. To give some perspective, that means 11 million of the 2015 auto buyers researched on their mobile device while at the dealership.