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.
Flash Sales: E-Commerce Best Practices
More Keyword Match Type Changes Coming for Google Ads
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
How We Did It: Redesigning a B2B Digital Identity (Our Own!)
The Right Media Optimization Framework for Your B2B ABM Strategy
B2B marketers are facing digital acceleration and are now faced with the critical decision of 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, ABM strategies can improve B2B marketing efficiency by capturing the leads with highest value and intent, thereby shortening the B2B sales cycle and growing 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 media optimization framework.
The Right Media Optimization Framework
There is an art and science to delivering a strong, relevant customer experience. The art is setting up the right ads within the right media strategy targeting the right audience. The science is making sure you’re using data to tell you if the experience and journey a potential customer went on was good enough to make them convert. Being data-driven and having the right framework in place allows you to feel confident that your artful decisions are supported.
To establish this data-driven framework, your campaign measurement should be aligned to the goals you have set for business growth. Remember that customer experience continues through the web, into further engagements of research, and of course, their experience through both the marketing and sales funnels, all of which need a place in your plan. Establishing a framework that enables both efficiency in spend and efficiency in return is crucial, however, supporting metrics of engagement and experience will yield improvement opportunities through the larger digital experience. Let the data inform you on what is working and be agile to shift strategies to those tactics that are performing well.
Alignment to your CRM is the key. The impact of closed-loop on your marketing efforts through the sales funnel enables you to map efficiency and targeting directly to the dollars that produce closed business instead of solely relying on marketing metrics. This creates a full cycle of optimization, to impact, to conversion, and back to optimization.
Having a media optimization platform that can scale your optimization strategy is what brings all of this strategy to fruition. Connex is Rise’s media optimization platform that enables granular performance optimization aligned to our client’s business goals. Connex was born from the DNA of Rise’s industry-leading cross-channel Interactive Investment Management philosophy: an agile approach to digital media that operates with your bottom line in mind.
Want to learn more about the power of a B2B measurement framework? Reach out to Rise.
Video | PPC Holiday Quick Wins
Developing a plan for the holiday season involves a thorough understanding of historical performance and predicted trends. With only 1 week to go until the year's biggest shopping days, Blake Kidd (Client Delivery Lead, Search at Rise) shares quick-win strategies any savvy eCommerce marketer can activate on now for incremental holiday revenue.
While it is always necessary to have knowledge of the performance of previous campaigns, each year is different and carries a certain level of uncertainty. With this in mind, it is advisable that every plan is flexible enough to adjust to unforeseen performance, while being aware of competitors’ actions, budgets, and auction insights for the right strategy.
Connect with Rise for innovative digital media strategies at every phase of your buyer's journey.
Paid Social Holiday Strategies for Standing Out
It goes without saying that the next several weeks are crucial for eCommerce brands. 2020’s events have spurred two major headwinds:
- In this overly competitive holiday season, eCommerce marketers are seeing an even more saturated ad space. There are significantly more players in the field as a new crop of in-store only businesses have been forced to move online.
- Major retail players like Target, Walmart, and Home Depot are leading the charge on Black Friday trends, and this year the deals have already started. With the “Cyber Five” holidays now looking like a “Cyber Season,” advertisers are battling more competition than ever.
Whether you’re using the holidays to recover lost revenue or seize more market share, fortune will favor the bold. With an analytical approach to creative testing, marketers can confidently reach in-market and target audiences through Paid Social holiday campaigns. Opt in to new ad units, emerging platforms, and data-driven strategies to stand out this holiday season with an expanded marketing mix.
Emerging Platforms in Paid Social
In 2019, digital marketers targeting Gen Z were given a gift when TikTok debuted its own bidding platform for advertising. Since then, it has rapidly grown its user base and proven to be a viable contender beyond the Gen Z audience.
This is a platform known for inspiration and authenticity that belongs in your prospecting playbook. Users on TikTok routinely find new products on the “For You” page and further influence others to purchase.
As a TikTok Agency Partner, Rise is uniquely positioned to introduce you to the platform’s unique ad units and targeting capabilities. With 42% of unduplicated users on Facebook and Instagram, we strongly recommend considering TikTok for Business as a net-expansion to your audience reach.
The number one reason people come to Reddit is to be informed, which opens the door for smart marketers looking to help their target audience. With genuine messaging, you can reach relevant audiences in a learning mindset ready to learn about your product. Ditch the sales pitch here and take a conversational approach to your ad copy.
Why test on Reddit now? For products and services with a strong differentiator, this is the ideal medium for urgently communicating with valuable buyers. Redditors make purchasing decisions 9x faster than other platforms with a 15% higher AOV. Furthermore, the platform just released an alpha (as of this month!) to create lookalike audiences based on your first party data, a significant expansion to their audience targeting capabilities.
If you’re looking for incremental revenue this holiday season and have historically relied on the visual-heavy platforms like Facebook, Instagram, and Pinterest, we recommend testing your ad copy into Reddit.
New Ad Units
Twitter User Polls
With a spike in users engaged online, the holidays are an ideal time to build out your upper funnel for incremental revenue through the next year. Ad units with high engagement rates can be used as effective bait for your remarketing pool.
Consider Twitter’s Promoted Polls ad unit, where you can add 2-4 poll responses for users to choose as well as a brand image or video. Responders can be added into your remarketing pool for upcoming campaigns to drive incremental revenue.
If your holiday strategy is already finalized, consider adding on a tactic like this to impact Q1 and Q2 performance with an engaged audience.
YouTube TrueView for Action
In 2016, YouTube released TrueView for Action ad units, which they have since continued to improve in functionality. It has proven to be one of the platform’s most compelling ad units.
These ad units can be leveraged in two important ways right now:
- Similar to the Twitter Polls, users who engage with these ads can be considered high-intent prospects for early 2021 remarketing campaigns.
- Drive revenue from last-minute shoppers with YouTube’s intelligent audience targeting. As a property of Google, eCommerce marketers have a wealth of audience options on YouTube. Review historical holiday performance to determine your audiences with the highest propensity to convert and zero-in on those demographics in this ad format.
YouTube Action ad units are a strong contender for your holiday media plan. In addition to the opportunities above, consider the massive increase in video viewership that 2020 has brought. To match, YouTube has ramped up the Action ads sophistication by including (and smartly resizing for) multiple devices including smart TVs, and algorithmic enhancements to draw even more conversions. This ad unit is a game-changer for any eCommerce digital marketer.
Reduce Audience Overlap
As you test into emerging platforms and new ad units, don’t let your granular audience structure go to waste. If you’re segmenting your audience by demographic, intent, previous engagement, or more, you’ll need to intelligently exclude these groups from one another to make your creative mapping efficient. Read more about audience granularity and the power of exclusions in our step-by-step introduction to reducing overlap.
Sophisticated Cross-Channel Remarketing
These ad unit remarketing opportunities aren’t only for your social program. Mapping your remarketing pools in a cross-channel strategy can be a quick win for nurturing customers closer to conversion.
- Search and social remarketing pools can be routed over to Display and Native campaigns for more engagement. From there, be sure to track page visits on the programmatic landing pages to keep narrowing additional remarketing segments.
- Use landing pages on YouTube ads in a similar way for remarketing. Pixels on these pages can add to your remarketing pool on search, social, and programmatic.
This holiday season is yours to take if you approach it with a data-driven strategy and agility. For more information or to learn how an agency partner can turn these insights into revenue, reach out to Rise.
The Incrementality Battle: A 3-Part Solution
At Rise, we routinely encounter the challenge of understanding what paid media is truly contributing to the bottom line for our clients.
Transparent Audience Strategies: The Fuel for Your B2B ABM Strategy
B2B marketers are facing digital acceleration and significant pressure to determine how they can shift more of their marketing tactics to online media.
Reducing Audience Overlap to Improve Multi-Channel Conversion Rates
As digital marketers, we're well-aware that developing a strong media strategy can be a challenging puzzle.