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Traditional vs. Digital Media Buying in the USA

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As a practising media industry professional, it strikes me that there is little guidance, training, or open literature on the practical implementation of media effectiveness. I’d like to rectify this gap in the market by providing a practical framework that any business, big or small, can apply to set up, test, measure, and optimise media investment. There are several essential reads on the theories of marketing that reference the need for media effectiveness, but these  fall short on how to implement them in a practical day-to-day way. Without wanting to clutter the practices of our busy industry or add more reading to the demanding daily schedules, my hope is that this booklet will summarise guiding principles and practices to advance the discipline of media effectiveness into daily use and give the industry a simple-to-use reference. I do not profess that these are new or groundbreaking practices. I want to put a  in the ground for good practices that can be implemented wit...
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How to Become a Data-Driven Marketing Analyst in the USA

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But Best Buy is different. Sure, a significant amount of the marketing budget is spent on demand generation marketing this is marketing designed to get customers into the stores. However, Best Buy spends more money on branding, customer relationship management, and infrastructure to support data-driven marketing compared with competitors. Best Buy  keeps score: measuring the results of marketing initiatives in a feedback loop of adaptive learning to optimize its marketing. Best Buy marketers analyze customer purchasing characteristics and demographics on a store-by-store basis. For example, they identified one segment in certain geographies, which they called ‘‘Jills.’’ This segment is a ‘‘soccer mom’’  who may well be working but is also running the family. She also makes the primary electronics purchasing decisions for the household. Based on these data, Best Buy customized the marketing for specific stores where there are a significant number of Jills in the surrounding pop...
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How Data-Driven Marketing Analysts Boost Campaign Efficiency

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There is an ongoing debate in the advertising and media world about whether or not brands should pay their publishing partners for social promotion of the branded content they create together. As organic reach across social media declines year-after-year, it's easy to see why spending money on paid promotion makes sense. Some publishers also argue that audiences will be more responsive to their social media ads, as opposed to those from brands. The  reason is that consumers are more inclined to trust their favourite media companies compared to brands. On the other hand, some advertisers and media agencies feel that they can pay to promote content themselves, and shouldn’t have to pay a premium for media publishers to do it. Whether or not you include paid social media promotion in your branded  content campaigns is a choice best made on a case by case basis, dependant on your client and publishing partners.Instagram built its success as a photo sharing service, but since launc...
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How to Use Data-Driven Insights to Power Your Marketing Strategies

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analysis can also help in identifying the key factors that influence the success of personalization and customer engagement in the context of e-commerce. 18 The results of more in-depth research can also provide valuable insights for companies in developing more effective personalization techniques and significantly improving customer engagement. Additionally, with a better understanding of customer preferences and behaviors, companies can create a more enjoyable and satisfying online shopping experience for their consumers.  Thus, further research in this field will provide great benefits for the development of e-commerce in the future. 19 In-depth research can also help companies to identify emerging consumer trends and respond quickly. This can help companies to stay relevant and competitive in an everchanging market. Additionally, by analyzing consumer data in more  detail, companies can improve their marketing strategies and optimize the online shopping experience for cus...
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How Advertising Media Buyers Maximize ROI for USA Brands

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I am confident that the first discussion of media effectiveness would have occurred at the same time the first report on media activity was produced. It wouldn’t have had the auspicious title of ‘Media Effectiveness’, but it would have, no doubt, discussed the spend against the outcome. I imagine somewhat fictitiously that it was a CFO from the 1920s asking the receptionist how the print ad worked on the weekend. Regardless of the starting point, the  question is current and is made more important in this age of accountability, shrinking commercial margins, and increasing market competitiveness. The question is not complex, and it has never changed since the dawn of advertising. “Did the ad work?” Therefore, the answer is typically returned as a simple, “yes, really well.” But the underpinning of that response is deeply complex  and the subject matter of this book. “Did the ad work?” is an  important question and requires a very critical response; one that will drive a bu...
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