It’s no secret that programmatic media buying allows brands to send marketing messages to niche groups of people. However, not everyone is aware of this highly important piece of the puzzle: tailoring your messages to each specific audience.
Too often, we at Coegi see brands utilize programmatic technology to distribute generic, one-size-fits-all content throughout the digital sphere. These companies are barely scratching the surface when it comes to maximizing the benefits of this medium.
In fact, they’re wasting valuable impressions — and, ultimately, money.
At Coegi, we take great pride in tracking, analyzing, and optimizing toward metrics that are relevant to your goals. This may seem like a no-brainer, but in the digital marketing realm, it’s easy to fall victim to what are known as vanity metrics.
Vanity metrics are typically easy to track, but they’re almost always misleading. Optimizing your campaigns toward them would be a big waste of money.
For example, many brands use a metric called “click-through rate” to determine the effectiveness of their campaigns, but they fail to realize this stat typically reflects accidental interactions between big fingers and small screens and fraudulent clicks from bots that aren’t going to become valuable customers anytime soon.
Digital marketing campaigns produce mountains of data, and it’s pivotal to sift through everything to find the metrics that provide real, actionable insights. That’s exactly what we do at Coegi.
High-quality metrics generally examine both cost and performance, as these two factors illuminate whether you’re utilizing your marketing budget efficiently.
More specifically, we gravitate toward tracking these three realms of metrics: (more…)
Social media marketing may seem like a natural fit for B2C brands, but we at Coegi know B2B brands can also thrive in this arena.
Even if you’re selling products or services to other companies, the key decision makers who work for those brands spend their time browsing a variety of social media platforms. They’ve created personal profiles full of rich data, enabling your brand to easily target the right audience with relevant messages.
Further, the native nature of social media marketing produces higher engagement rates than standard display advertising. Because social media platforms encourage interaction and sharing, they provide a great way to organically disseminate content to a wide audience.
Here are five strategies Coegi uses to help B2B brands achieve premium ROI through social media marketing:
Every community seemingly has an apocryphal “bad side of town or bad neighborhood.” In the digital community, how can digital marketers distinguish a “bad area” from a “good area” or “bad inventory” from “good inventory?”
Let’s start with the statement of a simple fact – many communities now provide open data feeds which – with the right tools – can be statistically analyzed for trends. In fact, even Columbia, MO has its own open data feeds portal. Incidentally, the “linking policy,” by letter of the law, prevents the inclusion of the link in this blog. So, if you are interested in geotracking some aspect of the municipality’s activity, the information is there but, it must be searched for. (more…)