We're perpetual learners with an innate curiosity and a desire to educate. Browse our blog to see what our experts are talking about, and for insights on the latest digital marketing trends impacting your business.
Affiliate Strategies for Savvy Marketers
Marketers are under more pressure than ever to justify the business impact of media dollars. Fortunately, affiliate marketing can be a fast and useful lever for marketers to only pay for performance driving sales.
Q1 Check-In: Are You On Track to Hit Your 2021 Goals?
Flash Sales: E-Commerce Best Practices
The Incrementality Battle: A Solution for eCommerce
More Keyword Match Type Changes Coming for Google Ads
B2B ABM Strategies: A 3-Part Guide
Co-Op Digital Advertising Strategies
The digital advertising landscape may seem more challenging than ever. A global pandemic has accelerated the push for businesses to adapt to an online model; many of which have thrived as a result. This is a time to adapt conventional marketing methods and capitalize on opportunities to enhance your online presence—it’s past time to catch-up, now we need to innovate.
While cooperative advertising has long been popular with traditional media, this is the moment to incorporate it into your digital strategy. Marketers should be considering investing their dollars in digital if they want to stay relevant in the new normal. Whether you're a brand or a retailer, read on to learn how a digital co-op strategy can blow past business KPIs in 2021.
What is Digital Co-Op Advertising?
Back to the basics: co-op advertising happens between companies selling multiple brands who share the costs for advertising.
You may be most familiar with traditional co-op advertising appearing in Sunday newspaper mailers. Popular big-box retailers work in tandem with represented brands to build the placements and visibility of products. Digital co-op advertising works similarly: brands can partially or fully fund retailer ads to increase the reach of their brand or product.
Leverage as Much Data as Possible
The ever-changing digital ecosystem has marketers more pressured than ever to scale, a difficult task when faced with the recurring changes to audience targeting, especially data regulation.
A key point to take into consideration is the release of iOS 14. Knowing that Apple stated that in order to track users across apps or websites—or to access the device’s advertising identifier—user permission will be required, it’s important to be prepared for data loss. With this roll-out there’s going to be fewer web signals and limited access to third-party data.
With digital co-op advertising, brands can leverage the first-party data of large retail companies to reach a highly qualified audience without losing targeting precision. Moreover, access to this data accomplishes what Lookalike and Competitor targeting has always aimed to do. For retailers, partnering with others in a program of this kind will allow them to monetize their first-party data.
Consider the Advantages
With audiences growing and engaging online more than ever, thinking of ways to reach them and connect offline experiences to digital is certainly something your strategy should be covering. The exposure people are having to online sales has been increasing since September 2019. Only in the U.S., the number of exclusive online shoppers grew by 133% over a one-year period. Especially for brands with relationships to brick-and-mortar retailers, in-store first-party data could be the next gold mine audience segment.
A digital co-op strategy can grant some benefits worth considering:
- Enhanced Measurement: If you’ve only experienced traditional co-op advertising, bringing your strategy online makes it easier to gather and analyze performance data. Especially in the age of proving every media dollar can go farther, measurement is critical to proving media effectiveness and identifying optimization opportunities.
- Granular Targeting: By taking a granular approach to audience targeting, you have the opportunity to ensure that you are communicating with the right person at the right time with the right message.
- High Value Digital Experiences: Offering differentiated experiences is more effective and cost-efficient with digital media than traditional. Users are expecting to be delivered highly relevant and impactful content, so digital co-op campaigns allow for the opportunity to deliver custom messaging for key audience segments.
Rise has extensive retail and brand experience. Connect with us and let our team provide personalized solutions for you with effective strategies to reach more customers.
Part 3 of The Incrementality Battle: The Right Technology
The Right Digital Customer Experience for B2B ABM
B2B marketers are facing digital acceleration and significant pressure to determine how they can shift more of their marketing tactics to online media. For many B2B marketers, this shift has to accommodate an Account Based Marketing (ABM) strategy: a specified list of accounts that serves as the central target audience in order to create more personalized experiences. At its most effective, an ABM strategy can improve B2B marketing efficiency by capturing the leads with highest value and intent, thereby shortening the B2B sales cycle and exploding media ROI.
So what does the most effective ABM strategy look like? For starters, it requires lock-step alignment between marketing and sales to close the loop on qualified leads. Below, we’ll dive into the steps of one essential component to this collaboration: the right digital customer experience for your target audience.
Customer Experience Strategies for Your Target Audience
Mapping the Customer Journey
For acquisition-focused B2B companies especially, the customer journey to conversion through owned media is a key consideration for business growth. Start by asking yourself the following questions:
- What is the journey we want a client to take? Is there one primary conversion point where you want to direct users? If there are multiple, are you accurately and equitably tracking the conversion metrics between those points?
- Where are we strong? Through an audit of your customer’s journey, you may find that certain content pages on your site are more likely to inspire users to click to a conversion page, or users from a specific referral source have higher propensity to convert. Understanding your strengths presents an opportunity to scale that strategy out for more conversions.
- Where are we weak? Similarly, understanding where your site experiences the most significant dropoff in traffic can help you engineer new page paths to correct that deficiency.
- How do we align this to our target audiences? One immediate check you can take on pages and sources with low conversion rates is confirming that your messaging above the fold is speaking directly to the needs of your target audience. Why should your audience choose you? Oftentimes, the most compelling way to answer that question is by first showing you understand the audience’s need. Make that connection with your users in a clear way for a great first impression.
Reducing Friction in the Customer Journey
In addition to communicating your value proposition and understanding your customer’s journey, you need to apply a technical focus to the conversion rate and potential bottlenecks in your brand’s website experience. Optimizing for a data-driven journey flow can propel media spend from merely a supporting growth factor to a leading driver of growth.
Secondly, though many marketers see digital as a separate group, budget, and initiative, those of our clients who are best-positioned for growth simply do not see business that way. We need to ensure the role of digital media is aligned within the larger customer-facing marketing effort. This is done by conducting a symphony of effective marketing engagements driving clients on a compelling and effective path to conversion. Without this alignment, poor customer experience and disjointed efforts will result in wasted media spend and worse: lost potential revenue. Digital can be a leader here by providing the data on your clients’ and prospects’ behaviors, as well as key demand information from channels such as search, which can help reveal prospect intent.
Let Rise help you drive record-breaking business results. In 2020, our B2B expertise brought hockey stick performance improvements to a leading B2B manufacturer. To learn more how a Rise partnership can benefit your brand, reach out to us.
Google’s Core Algorithm Update
Google announced that it began rolling out a core algorithm update on December 3rd, and was completed on December 16th.
Google made an announcement about its third core algorithm update of 2020, as core updates “typically produce some widely notable effects,” aimed at presenting the most relevant and authoritative content to searchers; Google did not offer guidance on which categories or content types will be impacted by this update. It follows the May 2020 Core Algorithm update that hit many categories across the web, most notably: Travel, Real Estate, Health, Finance, Pets & Animals, and People & Society.
What is the impact of this update?
1. The social December update was much larger than the disruptive May Core Algorithm update, with greater volatility in rankings for top 3 and top 10 search results.
2. While core updates typically impact two or three specific categories, this update has affected rankings and traffic across a wider range of categories, most notably: health, real estate, law & government, travel, and finance.
3. Google continues to emphasize the prioritization of pages and sites by their content and E-A-T (expertise, authoritativeness, trustworthiness), or page quality..
4. Many sites that were hit from the May Core Algorithm update have seen improvements from the December update.
How does this update affect you?
This update impacts keyword rankings and visibility across Google SERPs, which can result in a change in the amount of organic traffic driven to your website.
While categories with the highest volatility in rankings (health, real estate, law & government, etc.) will be most impacted by this update, it is likely that websites across a wider variety of categories will also see changes in rankings and traffic.
What to consider moving forward
Continue to monitor changes in keyword rankings and traffic across your website. If you observe a negative shift in rankings or traffic, it is important to assess the quality of content across your website by asking these questions:
- Does the content provide original information, reporting, research or analysis?
- Does the content provide a substantial, complete or comprehensive description of the topics?
- Does the content provide insightful analysis or interesting information that is beyond obvious?
Please note this update is not the same update as the Page Experience update; the Page Experience update will roll out in May 2021.
Please reach out to Rise to learn how to best create, manage, and optimize the content across your website to maximize organic visibility following this update.
What Will 2021 Bring Digital Marketers?
Every year at this time, Rise publishes digital media predictions from our leaders to help prepare readers for the year ahead in marketing. In January 2020, we predicted advances in the cookieless world, cross-channel sophistication, and… definitely not a pandemic.
VIDEO | Driving Growth Through B2B Digital Marketing
At Rise, we understand B2B brands are constantly focused on delivering relevant experiences to customers and allocating budgets appropriately. As a full-service digital marketing agency, our Interactive Investment Management (IIM) approach and Connex®, our proprietary media optimization platform, are keys to ensuring our clients are investing every dollar in the most impactful way.
In the video below, Howard Diamond (Chief Strategy Officer) explains how Rise’s approach to B2B digital media drives remarkable growth for clients.
Rise can help you drive a better outcome for your media investments. Reach out to learn how to implement the best strategies and technology for your business.