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Dec 17 2014

Executing A Direct Response Campaign | WMI

Sara Axelrod

Yesterday, we spoke about direct response marketing techniques, and how they can increase your brand’s share of voice and engagement. Direct response campaigns require a defined online action to drive consumers, but beyond this, there are a few ad remarketing tactics to keep in mind to help your direct response campaign succeed.

Filed Under: Digital

Dec 16 2014

Direct Response Marketing: Programmatic Buying | WMI

Sara Axelrod

When developing a digital media plan, focus on your brand’s key objectives, such as direct response marketing techniques to increase share of voice and engagement. Direct Response marketing techniques are based around achieving a very specific, immediate response online (DR). The best direct response marketing techniques have a clear, defined online action that they are optimizing for (i.e. a purchase, coupon download, e-newsletter sign up, white paper download, app install, etc.). If your objective is to drive sales (or any specific response) online, a DR campaign may be the solution. In order to have an effective digital media and marketing campaign, it is imperative that your brand awareness be at a point where consumers are ready to make a purchase decision—they may just need a reminder to tip the scales in your favor.

Filed Under: Digital

Dec 10 2014

The Benefits of a Paid Search Strategy | WMI

Guest Posts

Michael Coppola, CEO & Co-Founder, PATH Interactive

Michael Coppola, CEO & Co-Founder of search marketing agency PATH Interactive, was a pioneer in internet marketing and has over 15 years of traditional and online marketing experience. Today, in the second part of our conversation, Michael discusses how paid search can be an effective part of your marketing strategy.

The Benefits of a Paid Search Strategy

Yesterday, we spoke about the advantages of optimizing a campaign for search. While an SEO strategy creates a solid overall foundation for your brand’s visibility and presence online, paid search allows you to precisely target consumers as they’re nearing their moment of purchase or at the critical point when the value proposition for your company exists. Investing in a paid media buy can quickly provide a lift in brand visibility and sales. Paid search campaigns generally target “transactional” keywords (“buy xyz,” “affordable xyz”) as opposed to informational ones (“what is xyz?”). However, depending on the brand and budget, more informational keywords may be targeted as well.

Filed Under: Digital

Dec 9 2014

How To: Best Optimize Your Campaign for Search | WMI

Guest Posts

Michael Coppola, CEO & Co-Founder, PATH Interactive

Michael Coppola, CEO & Co-Founder of search marketing agency PATH Interactive, was a pioneer in internet marketing and has over 15 years of traditional and online marketing experience. We asked Michael to share his thoughts on how optimizing your digital advertising for search can benefit your brand.

For brands, search engine marketing is part of an extremely effective digital strategy. This is because search is a demand-based marketing system—it allows you to respond to consumer desires instead of trying to create them. Search marketing efforts can be broken down into paid search and SEO—if you’re a brand looking to increase your equity and ROI, each of these tactics offers distinct advantages. A search engine optimization strategy, for example, generally provides long-term value for your brand.

Filed Under: Digital

Dec 3 2014

Millennials as Consumers: Building Brand Loyalty | WMI

Kim Haley

Millennials as Consumers: Shaping Shopping Attitudes and Behavior

Millennials' shopping behaviors are shaping how everyone shops. By serving them well, you’re also serving all consumers well. By 2017, these young consumers will have more spending power than any other generation. Millennials, as consumers, demand mobile, social, and personalized experiences when they shop. Meanwhile, they’re still experimenting with a variety of everyday products and brands. While they spend 28% more than the average consumer at mass merchant stores, most haven’t yet formed brand loyalties. Brands that act now to serve their developing needs will create brand champions and can shift their shopping attitudes and behavior for years to come.

Filed Under: Industry News

Dec 2 2014

Black Friday Sales Statistics: Black Friday 2014 | WMI

Julie Wolvek

The numbers are in…and looking dark for Black Friday sales statistics. As this year’s Black Friday spilled over into Black Fall and holiday retail trends showed a shift in the timing of holiday marketing campaigns, sales were down on the much-anticipated Black Friday. The day that traditionally signifies the start of holiday buying has become just another shopping day, thanks to retailers that have already been discounting heavily to lift faltering full-year 2014 sales. Black Friday sales data shows that both in stores and online, from Thanksgiving through the weekend were estimated to have dropped 11% to $50.9 billion from $57.4 billion in 2013. Black Friday sales statistics illustrate that transactions decreased despite many stores opening earlier than ever on Thanksgiving Day.

Black Friday Sales Data: What Went Wrong?

Holiday retail trends indicate that many retailers offered the same aggressive discounts online as they did in their stores, but the web failed to attract more shoppers or spending over the four-day holiday weekend. The average person who shopped over the weekend spent $159.55 at online retailers, down 10.2% from last year according to preliminary Black Friday sales data. 133.7 million people shopped or planned to shop at stores or online over the four-day weekend, 5.2% fewer than last year.

Filed Under: Industry News