Blog
Bridging commentary on the art & science of content; content marketing, branded content, native advertising and the analytics, attribution and intelligence that powers it.
The inaccuracy of the time on page metric makes it less important. Conceptually it is an important concept but the way it is measured devalues it. Time on page measures the difference between when opens a webpage and then clicks another link. Or opens a new tab and visits the same domain. A common fallacy is that time on page represents all users, when it only captures those that complete those actions. So it is not reflective of an… Continue reading
In considering what strategy to adopt, for an early stage business, it is all about growing awareness. Awareness of the business and the differentiated offering. For an early stage business, doing online marketing, considering content marketing is a great place to start. It enables companies to quickly get their marketing strategy up and running, at a low cost and it reaches customers direct. That being said, other strategies may be more appropriate. … Continue reading
New businesses need to adopt marketing strategies that grow awareness of their differentiated offering. Simply put, they need net new customers and no one knows about them. Everything is about awareness. Often strategies like content marketing are effective at this, to help spread the word of the offering. It is low cost, easy to start and fast to get into market. However PR should also be considered. And awareness mediums such as radio, print & billboards. Tv may also be… Continue reading
Time on page measures the difference between when opens a webpage and then clicks another link. Or opens a new tab and visits the same domain. A common fallacy is that time on page represents all users, when it only captures those that complete those actions. So it is not reflective of an overall audience. It tends to skew up. Attention measures second by second people are on a page paying attention. If they swap tabs it stops counting. Continue reading
What are the differences between attention & viewability? Viewability tells you if the ad was in view for a defined threshold. If the threshold was 2 seconds, and the ad was seen for 2 seconds, that would be a viewable impression. Attention seeks to measure how long the potential customer was paying attention to the ad. Or engaging with the experience. Attention is more closely aligned to a brands objectives, because it captures if the customer is paying… Continue reading
Marketing strategy is a plan of action to deliver on a companies objectives. Elements of a marketing strategy include: Current business objectives Description of the plan to deliver on them Milestones along the way A budget and resources/partnerships required Predicted results of the activity The market environment Current Trends Data & insights on the customer, market and business… Continue reading
The first step is sitting down, describing the customer, and mapping their purchase journey for your product. Then overlaying that with where you currently communicate with them, what you communicate and why it is differentiated. Keeping the customer front and centre of any marketing strategy is crucial for success. … Continue reading
Data analytics provides a feedback loop on the progress of a marketing strategy. This feedback then means marketers can make adjustments, change direction, change allocation of resources. It can also act as a predictor, using past data to inform how effective a particular tactic might be, or to predict what sort of return on investment will be obtained. Continue reading
Content marketing is an easy to adopt marketing strategy. It is also very effective at reaching customers, educating them and helping to drive sales. One of the aspects of content marketing that makes it so effective is that it works 24/7/365 days/year. It is always working for you. Continue reading
There are a number of metrics that advertisers use to evaluate their native advertising. Often they are grouped into ‘pre-click’ and ‘post-click’ measures. Pre-click exposure: Viewability, how long was the ad in view for Impressions, how many times was the ad served Frequency, how often did the target audience see the ads Post-click engagement: Attention, second by second, how long did they pay attention after clicking? Scroll, how far down… Continue reading