Digital advertising has a lot of pros: it’s cost-effective, easy to measure and highly targetable – and it reaches adults where they spend a LOT of time. But for all those positives, are you potentially wasting digital marketing dollars by not doing all you can to make sure you’re targeting the right message to the right people?
Below we walk you through three ways to make sure you're doing just that, to help you stop wasting your digital ad spend.
1. Become aware of your results:
Numbers speak leaps and bounds. Your analytics prove what is working and what is not. So, are you paying attention to them? If not, you should be.
According to The CMO Survey, spending on marketing analytics – the creation and use of quantitative data about customer behavior and other marketplace activity – is expected to leap from 4.6 percent to almost 22 percent of marketing budgets in the next three years.
However, barely a third of available data is used because marketers lack the tools to measure the success of analytics and people who can link the data to marketing practice.
For example, if you currently don’t have tagging on your site, you could be missing out on a lot of important data. Tagging your site gathers insights into visitor’s behaviors and trends. It will tell you things like if you’re getting the right audience to visit your site. This is based on how much time the visitor spends on your site, how high or low the bounce rate is and more.
Knowing these analytics will help you get to know your audience better. In turn, you can provide them with the right advertising message at the right time in the right way, whether that’s on your website or through a different digital channel.
2. Create relevant and consistent messaging:
Sometimes, we get lost as marketers. We focus on pushing content out instead of focusing on providing quality content. This causes us to lose sight of the goal: we want consumers to take action on our messages and ultimately, increase ROI.
So, try taking a step back. Try looking at your message and think about what would make your consumers, take action on your ad. What need does it fulfill or what problem does it solve?
Taking a consumer-first approach helps you create relevant and (hopefully) effective messaging. Instead of forcing spammy, promotional messaging on your consumer, entice them with relevant and consistent messaging. Use the behavior insights your website analytics give you to refine and improve your messaging.
3. Use Prospect Engine™:
There is a way to stop wasting your digital ad spend, Prospect Engine. By analyzing online and offline data, Prospect Engine learns more about your audience with each engagement. You get the insights you need to refine your marketing strategy, increase the quality of your leads and get a higher return on your ad spend.
Here's how it works:
Build a better audience: Prospect Engine drives traffic to your website while tracking who is visiting and converting, to identify valuable data & behavior insights.
Distribute a better message: Data-driven insights are used to create relevant messaging targeted for your website visitors to re-engage them online.
Make a better investment: Targeted and consistent messaging combined with a better qualified audience generates higher lead conversion rates from your website.
Prospect Engine combines these three tactics to generate leads and drive more revenue.
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