Just Media, Inc. http://www.justmarketingaustin.com Mon, 22 Oct 2018 18:54:29 +0000 en-US hourly 1 https://wordpress.org/?v=4.9.8 How Native Can Be Utilized for All Stages of Your Marketing Funnel /2018/08/leveraging-native-in-all-stages-of-your-marketing-funnel/ /2018/08/leveraging-native-in-all-stages-of-your-marketing-funnel/#respond Mon, 20 Aug 2018 21:54:47 +0000 http://www.justmedia.com/?p=5115 There are opinions as to whether or not Native should be on a media plan depending on the overall KPIs of the campaign. Some advertisers will utilize Native for awareness-driven campaigns but Native also works wonders when driving traffic to a company’s site or even helping with a bottom-funnel goal like leads. If you’ve run Read More >

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There are opinions as to whether or not Native should be on a media plan depending on the overall KPIs of the campaign. Some advertisers will utilize Native for awareness-driven campaigns but Native also works wonders when driving traffic to a company’s site or even helping with a bottom-funnel goal like leads. If you’ve run with native already, you know that it outperforms in comparison to banner ads because it blends in so well with content that customers are already consuming. Sometimes all it takes is tweaking three of the key components to your native strategy: headlines, content, and the destination of your content.

HEADLINES

Arguably the only reason users click on your article. Be informative but give incentive for someone to actually click! Most native platforms will let you write 5-10+ headlines so you’re giving a good variety of options to catch someone’s eye (some media partners will actually write all headlines and optimize towards the best performers).

If your campaign is more awareness-focused, try asking a question to peak their interest: “Is your company using this service to save X amount of dollars per year?” Or if you’re looking to drive conversions, try a more direct approach that mentions what needs to be done to “learn more.” Remember to not be too sales-y; someone can tell the difference between an article about new iPhone features and how someone “made millions off of a new software.” You’re also able to run on a white list so your ad is contextually aligned, which is even more effective at hitting your audience because users assume they’re still reading publication’s articles.

CONTENT

Provide variety with multiple pieces of content. The more content you are promoting, the better chances your target will be interested. If you have an article that mentions “3 reasons to update so-and-so software” and your target already knows why they should, then why would they click your article? Maybe a review by a leader in your field or a stance on why your service is better than the competition will generate enough interest to click your ad.

You can tell if your content is effective by checking out the average time users spend on your article or how your brand impressions are doing for search. It might be worth creating a content calendar to prevent creative fatigue; you can tell when this is occurring by a decreasing CTR or average time on site. Call-to-Actions can be placed on your article as well if your main goal is conversions but it’s very rare that users ever click on these; a better option would be to site retarget users who land on your article page so you’re staying fresh in your target’s mind after reading your article.

DESTINATION

Okay, someone has seen your native ad on CNN, is interested, and wants to click, so where do you send them? The common answer is the blog article hosted on your company’s site, but if your campaign is conversion focused, why not try sending them to an informative landing page with a lead form? If your headline is direct and informative enough, users might expect this outcome and will be interested in this final step.

Another option is to host your content somewhere else. Most publishers have options to host content on their site via a custom landing page; some people are more likely to consume your content and consider your offering when it’s being hosted on one of their favorite websites. This is also true with having an influencer promote your content on their social channels or personal blog page; it gives the reader a sense of trust when someone they admire might also support your product. There are even native partners who will create a custom landing page that camouflages itself as publisher content and hosts the content on hundreds of sites, so you won’t have to pick just one publisher (and can cast a wider net!).

There are other components that go into a native strategy, such as images and targeting, but headlines, content, and the destinations can deliver so many different results to hit your company’s goals. Why not test out some additional headlines or drive users to your landing page vs. a blog article?

Worst-case scenario: you’ve learned what doesn’t work 😊

Best-case scenario: better performance and achieved campaign goals 😊

 


B R A N D O N   P A R R Y
Senior Media Account Manager

 

 

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/2018/08/leveraging-native-in-all-stages-of-your-marketing-funnel/feed/ 0 THE AVERAGE TECH STACK IS ANYTHING BUT AVERAGE /2018/07/the-average-tech-stack-is-anything-but-average/ /2018/07/the-average-tech-stack-is-anything-but-average/#respond Tue, 31 Jul 2018 18:06:14 +0000 http://www.justmedia.com/?p=5102 What is a Tech Stack? Tech Stack Definition: a technology stack is a set of components or layers in a software offering that provides broad functionality. MarTech Stack Definition:  A MarTech (marketing technology) stack is a grouping of technologies that marketers leverage to conduct and improve their marketing activities. Tech Stacks are typically very complex Read More >

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What is a Tech Stack?

Tech Stack Definition: a technology stack is a set of components or layers in a software offering that provides broad functionality.

MarTech Stack Definition:  A MarTech (marketing technology) stack is a grouping of technologies that marketers leverage to conduct and improve their marketing activities.

Tech Stacks are typically very complex and intricate, but one thing marketers can agree on is that depending on the organization, tech stacks can be beautiful and sophisticated, or ugly and convoluted. So, what goes into implementing a successful stack?

There was an interesting contest called that awarded the top four organizations with the “best” tech stack. The winners received a “Stackie” award.

In order for an organization to participate (and win), each organization had to submit a single slide diagram of their marketing technology stack – THAT MADE SENSE to them, and to anyone reviewing. Considering the average tech company utilizes 20+ technology products, you can imagine the challenge of displaying these in an organized fashion.

Coming from the agency side, we typically interact with 3-5 client-side products (max), so it was definitely eye opening to see that the average tech stack is indeed, anything but average. With 20+ technology products being employed by marketers, there are a lot of questions that arise. One user summed it up best in two questions:

1.) How effectively are all these tools actually used? It’s one thing to have the application installed, it’s an entirely different thing to actually maximize benefit and usage from them.

2.) How in the world do companies with so many tools maintain/manage them? There is no way they can have a system administrator for each tool in their stack, can they? I realize some tools don’t require much to maintain, but a lot of these tools do (e.g. SFDC).

In terms of my main question: Do the products all talk to each other or integrate with each other? I know that some do, which is a key consideration for some of Just Media’s clients when evaluating a new product prior to implementation, but what about the products that don’t? Does this just further add to the hellacious task of manually using yet another tool?

I can only image the complexity of having to manage multiple systems, and while I found these tech stacks a bit overwhelming, they really gave me a greater understanding of what goes into running a successful marketing operation. More so, it increased my respect level for our clients – the marketers that are tasked with understanding each product and making them work for their unique organizational needs. It seems like quite the undertaking, and is anything but simple.

As the author stated in one scenario “It’s fascinating to see which components have the most “wires” connected to them. You get a sense of which components are effectively platforms based on their degree of inter-connectivity. The fact that there’s not simply one platform at the heart of this is evidence of these maturing multi-platform architectures…all working together.”

What types of products are typical?

While any need can be met with dozens of similar/competitive tools, there are some basic technology needs for each organization based on different marketing functions, regardless of the vendor/provide/product they select. Some examples are:

  1. Website Analytics + Insights
  2. Sales Enablement
  3. Sales Activity & Automation
  4. Lead Management
  5. Content Management
  6. Data Management
  7. Prospecting
  8. CRM
  9. Marketing Automation
  10. Landing Page Management
  11. Account Based Marketing Analytics
  12. Blog Management
  13. Internal Collaboration & Productivity
  14. Inbound Marketing
  15. Social Management
  16. Data Storage
  17. Data Visualization
  18. Marketing Attribution/Forecasting

The list goes on and on, all aimed at helping marketers produce a better workflow.

Click here to see some of the entries and winners for 2018.

Cheers,

 


N Y L A   M U R P H Y
Associate Media Director

 

 

Source

https://chiefmartec.com/2018/04/54-marketing-stacks-stackies-2018-marketing-tech-stack-awards/

 

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From AdWords to “Google Ads”: Everything You Need To Know /2018/07/adwords-becomes-google-ads-what-you-need-to-know/ /2018/07/adwords-becomes-google-ads-what-you-need-to-know/#respond Fri, 20 Jul 2018 18:29:16 +0000 http://www.justmedia.com/?p=5090 What Google recently announced the name of Google AdWords will change to “Google Ads”. According to Google, we should see the change hit our accounts on July 24th. At a recent keynote event, Google elaborated on the change and what new products/features we can expect this year. Why With Google search, YouTube, Gmail, and GDN Read More >

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What
Google recently announced the name of Google AdWords will change to “Google Ads”. According to Google, we should see the change hit our accounts on July 24th. At a recent keynote event, Google elaborated on the change and what new products/features we can expect this year.

Why
With Google search, YouTube, Gmail, and GDN all living under the AdWords roof, it was time for a name that represented all of them. This change tackles a perception and semantics issue that many advertising professionals have faced for a while. Looking forward, as Google takes on more methods and ad formats, “Google Ads” provides a tent large enough for everything, whereas “AdWords” would have become increasingly misleading over time. It’s not uncommon for even some marketing professionals to be surprised when they realize that things like YouTube, Gmail, and the Google Display Network are accessed through AdWords – a platform that sounds well, like a search platform.

Because the AdWords title contains “words”, this inadvertently positioned the non-search products as an afterthought. “Google Ads” aims to change this stigma and broaden how we choose to spend our advertising dollars.

How will this affect my campaigns
Generally speaking – it won’t. The AdWords logo you see in the UI will become the Google Ads logo, but it doesn’t look like there will be any change in functionality.

What Does This Mean For The Future?

Emphasis On Accessibility
In addition to a more accessible platform title, Google announced at their July keynote, responsive search ads – a more accessible way to test ad copy messaging. These ads work on the same premise as responsive display ads. You give Google the elements to create an ad and they experiment with these elements to discover what works. Google is incentivizing advertisers to try this format by offering an additional 30 character headline, and up to two 90 character description lines. After testing this format in beta for a few weeks at Just Media, we’ve seen positive results.

With their sights set on attracting more small businesses, Google also announced a new campaign type called “Smart Campaigns”. Google claims that a small business could potentially set up this campaign type in a matter of minutes. Just about every aspect of a “smart campaign” is built and managed by machine learning, from ad copy creation to bidding. Only a few inputs, including goals, are required.

SEM Job Descriptions Keep Evolving
If you’ve worked in paid search for a while, it’s probably occurred to you that the definition of your job changes as quickly as Google can add features and formats to its platform. Over time search marketers have also become experts in display, email, and video simply because Google added these things to its platform. This expansion has only accelerated in recent years, and with a broader platform name to operate under, Google is confirming that growth in its product line and our skill sets will continue.

Improvements To Attribution
At their recent keynote, Google announced the availability of cross device reporting in Google Analytics. While this doesn’t sound terribly exciting, it evoked one of the biggest cheers from the audience. Google has always made attribution a top priority because it proves the effectiveness of their products, which increases ad spend. “Google Ads” signals that Google wants to see more revenue from non-search products, and that all their products will operate effectively when used together. To push this agenda forward, expanding attribution capabilities within the Google ecosystem seems like a natural next step.

Demotion Of “Words”
Google has been chipping away at the power of keywords for a while. Look no further than the dilution of match types and the introduction of Dynamic Search Ads. The recent removal of “Words” from the platform title hammers this idea home. It’s easy to see how “Google Ads” foreshadows a not too distant future where search ads are served without keyword targeting.

 

B L A K E  B E L D E N
Search Marketing Specialist

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Getting Your Foot in the door: Best practices for the Pre-Nurture Nurture /2018/07/getting-your-foot-in-the-door-best-practices-for-the-pre-nurture-nurture/ /2018/07/getting-your-foot-in-the-door-best-practices-for-the-pre-nurture-nurture/#respond Tue, 17 Jul 2018 19:47:36 +0000 http://www.justmedia.com/?p=5075 The creative message and associated call to action in B2C advertising is pretty clear. Kellogg’s asks you to buy this box of cereal. Netflix requests you to sign up for a free 30-day trial. Capital One wants me to learn more about their credit card. The path from point A to point B is 100% Read More >

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The creative message and associated call to action in B2C advertising is pretty clear. Kellogg’s asks you to buy this box of cereal. Netflix requests you to sign up for a free 30-day trial. Capital One wants me to learn more about their credit card.

The path from point A to point B is 100% black and white. In B2B advertising, it is less clear. A CTA of “buy this and buy it now” is not going to work.

B2B companies have products and services usually requiring an investment of thousands of dollars, months of implementation time and a team of people to buy in and support it. Hitting them over the head from the get go is not necessarily the best course of action. To sell to prospects: you need to foster a relationship first, you need to be that prospect’s friend, you need to create and keep their trust and confidence. Then when the time comes they will be more likely to look to you as their only option to go to.

Here are some steps to help refine your communication strategies, in your marketing programs, with prospects in the “Pre-Nurture Nurture” stage. Thus, when your marketing program captures a prospect that prospect is already primed to take that next step in the journey with you.

  • Step 1: Highlight how you can help them. What prospects want to know is how you are going to help them. How are you going to save their organization money? How are you going to solve a big problem they have or fill the hole in a need they have?
  • Step 2: Stop patting yourself on the back. Take the time to focus on your prospect and limit the amount of time you talk about how wonderful your company is. Focus on providing them information that they need and, as I mentioned in step 1, how you can help them.
  • Step 3: Segment message by job function. IT departments can be very splintered when you begin looking at day to day tasks by seniority and function. The IT manager who has 2 years experience needs is going to have very different needs from the CIO. It would be wise to create content for each group to ensure you are delivering the most appropriate and helpful content possible.
  • Step 4: Don’t get too hung up on the tactic. Paid social, search, content syndication, webinars, display- all of these are tactics which can be used to get your message out to your audience. Some are going to work better than others. But the keys is making sure that you are getting the correct message out at the correct time.

B2B marketing is a marathon not a sprint. A prospect who is cold today could be hot tomorrow as an organization’s needs and priorities change. The trick is to be the first one a prospect thinks about when they become hot. To do this, you must take the steps I have listed out above and deliver to your prospects not what you think they want but what they need. Babette Ten Haken in Netline’s “9 Experts on Rethinking Demand Generation” Mighty Guide states that “It’s up to good marketers and sellers to discover the issues important to decision makers and address them early and often.” If you can do that you have won half the battle of nurturing prospects on their way to becoming your customer.

J A Y  B A R D E N
Associate Media Director

 

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Programmatic Pioneers: The State of Programmatic /2018/06/programmatic-pioneers-the-state-of-programmatic/ /2018/06/programmatic-pioneers-the-state-of-programmatic/#respond Wed, 06 Jun 2018 12:31:00 +0000 http://www.justmedia.com/?p=5044 Programmatic advertising has grown quickly in the digital marketing space over the past few years. eMarketer estimates that programmatic display ad spend will reach $33 billion this year and will hit $46 billion in 2019. The promise of programmatic is that it makes advertising more targeted and relevant, therefore making media buying more efficient. Using Read More >

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Programmatic advertising has grown quickly in the digital marketing space over the past few years. eMarketer estimates that programmatic display ad spend will reach $33 billion this year and will hit $46 billion in 2019.

The promise of programmatic is that it makes advertising more targeted and relevant, therefore making media buying more efficient. Using technology and data to automate media buying, makes it easier for a brand to reach its target audience with relevant and personalized messaging.

By partnering with a knowledgeable programmatic advertising agency like Just Media, brands can maintain better control over their ad spend and performance with fewer resources, ultimately leading to better efficiency. Below are a few differentiators that allow us to continue being programmatic pioneers in the industry.

Media Agnostic

As an advertiser, you have the right to ask whether your agency partner will work only in your best interest and provide agnostic view of partners and supply sources. As an agency that guides advertisers in the media buying process, Just Media is dedicated to maximizing our advertiser’s goals. We take an unbiased approach towards our partnered DSPs and inventory sources. Our advertisers have full control over If there’s a supply source they’d prefer to buy or not to buy from. Just Media partners with several DSPs which has proven advantageous for brands that want to reach their audience through a mix of strategies that support upper to lower funnel reach.  Driving great results is both the point of and the proof of being media agnostic.

Emerging Ad Formats 

Advertisers continue looking for a way to set themselves apart from the pack. And the ever-evolving programmatic marketing landscape allows plenty of opportunities for personalization as well as creating a positive and memorable brand experience. The ubiquity of smart connected devices from smart cars to TVs and speakers has sparked a number of marketing opportunities from emerging ad formats within audio, podcasts, and Connected TV.

As a small but nimble agency, we’ve already seen success with programmatic Digital Out of Home (DOOH), which aims to target commuters via screens in elevators, billboards, or taxis.  This has created yet another opportunity for audience extension and cross-device targeting. In DOOH, buyers follow the movement patterns of aggregate groups of people along their daily routines to target a mass audience.  Because of this, mobile location data is critical for planning, targeting and measurement in DOOH.  Digital out-of-home is projected to grow almost 12% in spend by 2020 – faster than any other traditional media.

AI within Real-Time Optimization

Real-Time Optimization is becoming an important component for the success of any programmatic advertising campaign.

It allows advertisers to refine targeting and buying strategies to achieve stronger performance. In the world of Real-Time Bidding (RTB), Real-Time Optimization (RTO) is the key differentiator between good results and outstanding performance.

The automated systems which provide Real-Time Optimization involve Artificial Intelligence (AI) and massive amount of data processing to configure the most agile tactics for bidding. At Just Media, we recognize that a live advertising campaign requires constant attention. We partner with AI engines which seamlessly automate the RTO process, making it possible for our media buys to react in real time to the tiniest changes of a campaign’s performance.  Making informative decisions in a matter of swift seconds, is the core function of AI engines. They help unravel the path to conversion and choose the correct person to target, the most appropriate price of the bid, and the most relevant time to place the offer with precision and speed; far outreaching human capabilities. This is an immensely helpful piece of information for any advertising campaign since RTO allows the much-needed ongoing evaluation of consumer data, market behavior and bidding metrics to empower the campaign’s progress.

As we move into the second decade of programmatic, the way we leverage big data and AI will remain the foundation of success.  Emerging ad formats will continue to rise and allow advertisers to test results as compared to mobile or display. The brands that win will go beyond cost efficiency to focus on leveraging their data to tell relevant stories to their customers. Ultimately, a better customer experience is something every marketer should be focused on in a constantly connected world.

 

 

S A M I R A  J U D E H – G O N Z A L E Z
Programmatic Director

 

References:

http://mandmglobal.com/how-to-choose-a-media-agnostic-demand-side-platform/

4 Things Media Agencies Can Do to Thrive in the Programmatic Age

 

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The Future of Personalized Advertising /2018/05/future-personalized-advertising/ /2018/05/future-personalized-advertising/#respond Tue, 29 May 2018 19:41:47 +0000 http://www.justmedia.com/?p=5026 Traditional radio continues to dominate ad spend market share in the US. But there are a number of reasons to put streaming audio and podcast on top of your media consideration. The 2018 Infinite Dial study from Edison Research and Triton Digital shows a steady growth in online audio, reaching 64% or 180 million Americans ages Read More >

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Traditional radio continues to dominate ad spend market share in the US. But there are a number of reasons to put streaming audio and podcast on top of your media consideration. The 2018 Infinite Dial study from Edison Research and Triton Digital shows a steady growth in online audio, reaching 64% or 180 million Americans ages 12+. Meanwhile 26% of Americans ages 12+ have also listened to a podcast every month, at an average of 7 podcasts per week. Early adopters continue to move toward on demand audio and video consumption and leading tech innovators have begun placing their stakes in these emerging markets, providing compelling evidence that this trend is unlikely to pace down.

But advertisers have been somewhat averse to jumping on the bandwagon, and rightfully so. Targeting and measurement were still in its relative infancy, so it is no surprise that advertisers have approached these opportunities with caution. Advertisers will be happy to know that latest innovations have enabled for more sophisticated segmentation, targeting and measurement across streaming audio and podcasts. Perhaps more importantly, these opportunities are now all available programmatically, allowing advertiser better control to test its potential.

So how much has really changed and why should advertisers consider leveraging these opportunities to serve their campaign objective?

Streaming Audio

The prevalence of smart connected devices – phones, cars and speakers, have opened up new ways of reaching audiences with fresh new ad formats. Advertisers can now leverage programmatic audio opportunities through top audio brands such Pandora, Spotify and iHeartRadio. And unlike terrestrial radio, streaming audio allows advertisers to target more granularity, and filter audience segments via demographic, location, device, music genre and keywords used in user-generated playlists. Running these placements programmatically also enable marketers to fine tune its delivery through third party data layer. With products like Pandora’s Contextual audio and Dynamic Audio, advertisers are able to serve personalized and contextually relevant ads to individual listeners in real time.

A study of audio campaigns conducted by Spotify estimated an average of 60% lift in ad recall across 12 verticals. This comes as no surprise given that the audience is already in a positive and emotionally engaging environment, so they are likely to connect and ultimately have better recollection of the brand. Audio ads are also played one at a time, unlike display ads that runs in a sea of other ad placements where it is easy to be banner blind.  And, if there is some lingering apprehension on measurement and attribution, brands would be happy to learn that Adobe recently launched a new audio analytics tool in its Analytics Cloud. This tool provides publishers much more visibility on the listener journey – where the listeners are coming from, when they leave and where they go when they leave. The Analytics Cloud also offers AI tools that can detect anomalies like excessive buffering that may be impacting the listener’s experience.

Podcasts

Similar to streaming audio, podcast listening is an immersive experience. While average CPMs can be up to 3 times higher than banner ads, a large majority of podcast listeners remained engaged and listened to most or all of the podcast. Edison Research reports that 80% of podcast listeners had this level of engagement, while Apple reports this percentage a little higher at 85%. We can reasonably infer that advertisers have a much more meaningful opportunity to make a personalized and impactful ad interaction through podcast audio ads. And like streaming audio, targeting opportunities have also evolved, allowing advertisers to match consumer purchase behavior to podcast audiences.

Aside from the steady increase in podcast consumption trends, recent acquisitions made by major tech companies in the space are signaling more expansive opportunities for podcasts on the horizon. For instance, Google acquired 60db, a podcasting app that delivers personalized short-form audio stories to listeners.  Late last year, Apple acquired a podcast search start up called Pop Up Archive as well as Swell, an iOS app described as “Pandora-for-talk-radio, a platform that enables users to search and organize spoken audio files. With two of the biggest players in the tech space allocating resources to improve or add functionality to podcasting, it is only a matter of time before more of its potential is realized. And with greater functionality, increased and better content, podcasts reach may soon reach a similar audience scale as streaming audio.

Susan Panico, SVP of Strategic Solutions at Pandora sums up the potential in audio marketing.

“Out of all the senses, the human brain processes sound the fastest — 200,000 times faster than any other sense, to be exact. Once a sound, beat or rhythm is heard, your other senses are activated, your imagination is unleashed, and you’re automatically participating in the story. Creating a “theater of the mind” can bring a brand’s advertisement to life before a listeners’ eyes, instantly creating that emotional connection a brand is looking to make.”

There is a great potential to make a personal connection with consumers and amplify the brand in an environment that inspires thought and imagination. With improved targeting, tracking and an evolving standardization of measurement, it’s time for brands to take the leap into the future of personalized advertising.

 

 

R A Q U E L   R E C I O
Media Platforms Specialist

 

 

Resources:

­

Edison Research. “The Infinite Dial 2018.” 8 March 2018,  www.edisonresearch.com/infinite-dial-2018/

Ginny, Marvin. ” Spotify Launches self-serve platform for audio ad campaigns.” Martechtoday, 26 September, 2017, www.martechtoday.com/spotify-launches-self-serve-platform-audio-ad-campaigns-204594

Kaplan, David. “Pandora Pitches ‘Audio Context’: Why Your Ad Recall Is Higher When You’re Eating.” Geomarketing, 7 March 2018. www.geomarketing.com/pandora-pitches-audio-context-why-your-ad-recall-is-higher-when-youre-eating

Spotify for Brands Insights. “Get your brands heard with a 60% lift in ad recall.” www.spotifyforbrands.com/nl-NL/insights/get-your-brand-heard-with-a-60-lift-in-ad-recall/

Donnelly, Grace. “How Adobe’s New Audio Analytics Tool Will Help Pandora, Spotify, and Audible Better Advertise to Gen Z, Millennials.” Fortune, 28 March 2018. www.fortune.com/2018/03/28/adobe-audio-analytics-pandora-spotify-gen-z/

Locker, Melissa. “Apple’s new purchase could give it an edge in the podcast world.” Fast Company, 5 December, 2017. www.fastcompany.com/40504045/apples-new-purchase-could-give-it-an-edge-in-the-podcast-world

Smith, Jake. “Apple acquires podcast search engine Pop Up Archive,” 5 December, 2017. www.zdnet.com/article/apple-acquires-podcast-search-startup-pop-up-archive/

 

 

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The Dawning Age of Diversity /2018/05/dawning-age-diversity/ /2018/05/dawning-age-diversity/#respond Tue, 22 May 2018 23:42:26 +0000 http://www.justmedia.com/?p=5002 In the tech industry there is no question that there are huge advances in technology and efficiencies each and every day. Even the general public is joining the conversation around data and how it is collected and shared across companies. In an age of so much development, there is still a major issue in the Read More >

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In the tech industry there is no question that there are huge advances in technology and efficiencies each and every day. Even the general public is joining the conversation around data and how it is collected and shared across companies. In an age of so much development, there is still a major issue in the tech industry that many companies are simply not doing enough about—diversity.

Why is diversity important?

One simple word: perspective. The industry, as a whole, skews towards men, especially the more you look at positions of influence and power. While not to discredit any of these men’s achievement and hard work, it’s also reasonable to assume that a room of people with a similar socio-economic background have a similar view on the world which is shaped by their upbringing and experience of life to date. You may ask yourself, “Well, so what?” This present lack of diversity can lead to business missteps such as the infamous Kendell Jenner PEPSI commercial or the large microscope Uber found itself under sexism allegations.

These problems can be avoided but building a team of diverse members is easier said than done. When looking at the tech industry we can look at statistics to things as simple as wage discrepancy:

  • Female software engineers receive 83% of the salary to that of males with the same title.
  • Across all races male workers earn more than their female counterparts in the same position.
  • For every 100 women who are promoted in corporate settings, 130 men are promoted.
  • Resumes with African-American sounding names are 50% less likely to receive a call back.

These are just a few of the stats that help illustrate the obstacles that women and people of color face in the tech industry. Fighting against the perception of an entire gender or race is often a heavy burden that will leave many workers in stagnant positions.

How can the tech industry do better?

With systemic issues within the industry, we have to look at the procedures that we are a part of that allows for this lack of diversity.

  • Access your companies hiring practices. Are you limiting your recruitment to top ranking universities who also have a large discrepancy in ethnicities?
  • Open up recruitment efforts to universities with a more diverse student base. Are you selling a company culture to candidates that could be viewed as isolating or threatening?
  • Re-evaluate how your company culture could be feeding into a “boys club” mentality, and actively seek to find other outlets for an enjoyable work environment.
  • Use available tools to gauge fair compensation across job titles and skills at your organization to ensure gender and ethnicity aren’t playing a factor into your payment practices.

Examples of Diversity

Companies such Apple and Twitter are just a couple in the industry that are beginning to re-evaluate their processes and how they are resulting in a lack of diversity. Proving that even some of the largest corporations in the world are dealing with these issues. Many of these companies have taken the first steps to fixing a rising problem, such as:

  • Apple recently hired a new head of diversity to help combat the fact that only 31% percent of their employees are female, which lead to more than half of their new hires in 2016-2017 being from a minority group.
  • Twitter has made it a mission to broaden diversity among its employees by setting two-year goals and releasing diversity reports yearly to hold themselves accountable, as well as starting an internal program called #GrowTogether which encourages staff to pledge a personal commitment to inclusion.

While these are great first steps, accountability to follow through with your company’s diversity goal is what will make lasting change.

As an industry, we should be fostering the minds of those unlike ourselves, as they offer a perspective that we cannot often see, and when working together and building up all workers we can often exceed our expectations as a collective and the innovations that could result will be worth sharing a seat at the table.

If you’re looking for ways you can take action in your business to improve skewed hiring practices check out some of these online resources.

 

 

Z A C H A R I A H   C H R I S T E N S E N – M O H A M M E D
Paid Social Media Manager

 

 

 

References

https://informationisbeautiful.net/visualizations/diversity-in-tech/

https://www.wired.com/story/computer-science-graduates-diversity/

http://www.leakytechpipeline.com/

https://techcrunch.com/2018/03/02/twitter-is-now-specifically-focusing-on-increasing-black-latinx-and-female-representation/

How to address tech’s lack of diversity: Understand it first

 

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Bouncing Away from Bounce Rate /2018/05/bouncing-away-bounce-rate/ /2018/05/bouncing-away-bounce-rate/#respond Mon, 21 May 2018 21:22:31 +0000 http://www.justmedia.com/?p=4988 There is an undeniable need for marketers to prove out our strategies and craft relevant, actionable insights to move forward. Ultimately, we have to demonstrate the worth of our campaigns if we hope to continue creating future campaigns. This can be particularly difficult when it comes to paid social media campaigns since it is relatively Read More >

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There is an undeniable need for marketers to prove out our strategies and craft relevant, actionable insights to move forward. Ultimately, we have to demonstrate the worth of our campaigns if we hope to continue creating future campaigns. This can be particularly difficult when it comes to paid social media campaigns since it is relatively new and so fast paced.

Often times, we get hung up on specific metrics to measure results, but times, industry, and trends change. Because of this, we have to stay on top of how we are defining objectives and Key Performance Indicators (KPIs) in relation to specific metrics in order to package up success.

As an example, the award for most misunderstood metric would have to go to bounce rate. Many marketers look to this metric to measure the success of their campaigns — the lower, the better, right? But what if they’re looking at this all wrong? Google Analytics explains it as “single-page sessions divided by the number of total sessions.” Okay, so what if we’re driving readers to a blog post? Essentially, they could read the entire blog, spend 5 minutes on the site, and still be considered a bounce. If we’re measuring success based on bounce rate, it would be pretty skewed here. Again, it all comes down to objective. If we set clear objectives from the start, we can more effectively measure success and optimize accordingly.

Marketing Metrics Done Right for Social Media

Let’s dive into a quick breakdown of overall strategies and the corresponding metrics that measure their success within a paid social media campaign.  The two major areas we will dive into include Brand Awareness and Direct Response Conversion.

Brand Awareness: Own your brand message and validate your thought leadership within the most relevant industries and target markets.  Specific metrics include:

  • Landings to the site: Are we building up awareness around specific content pieces? Are we capturing this audience to retarget further down the funnel?
  • Click to landing/Cost per landing: How efficiently is our target market making it to the site?
  • Average time on site: Are these users spending an appropriate amount of time consuming and engaging with the content?
  • Secondary website engagements: How are users moving through the site to self-nurture?
  • Platform engagements such as likes, comments, and shares on paid posts: Are these people interested in what we have to say? How are they starting conversations around the brand messaging?
  • Page followers: Are people taking that second step to follow you organically? Do they want to see more content down the road?

Direct Response/Conversion:  Activate your position in the market with intent by incorporating the brand platform into customer acquisition channels. Specific metrics include

  • Conversions/Funnel responses: Is your target market engaging with your content and moving through the funnel?
  • Conversion rate/Cost per conversion: How efficiently are users converting?
  • Bounce rate: Are people making it to your site and not taking the next step to convert?
  • Secondary website engagements: How are users moving through the site to self-nurture into a qualified lead?
  • Qualified leads: Are the converters qualified to move through the funnel and become satisfied customers?

As we know, social media can be a powerful tool for reaching a relevant audience where they spend a majority of their time. Social helps start the conversation and will play an important piece in the holistic puzzle of your marketing strategy. But if we measure success based solely on metrics like bounce rate, we would end up cutting social and losing out in the long run. We leverage social to showcase thought leadership pieces and allow users to self-nurture. We have to align our objectives to the right metrics if we want to succeed. This way we will be optimizing towards the tactics that are showing measurable results. An old saying goes “if you aren’t keeping score, how do you know if you are winning or losing?” This is even more true when it comes to social strategies, which can often seem a necessary but intangible component of a marketing strategy.

As technology continues to advance and we are able to see more relevant data, we must make sure to align as well. It is up to us to move with the changes and create actionable insights to move forward productively.

 

 

N I K K I   L E E   A N D E R S O N
PAID SOCIAL MEDIA MANAGER

 

 

Reference:

Blance, Felicity. “Does Bounce Rate Really Matter in Content Marketing?” Contently, 20 March. 2018, contently.com/strategist/2018/03/20/bounce-rate-really-matter-content-marketing/

 

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Media Planning in a GDPR World /2018/05/media-planning-gdpr-world/ /2018/05/media-planning-gdpr-world/#respond Wed, 16 May 2018 05:42:53 +0000 http://www.justmedia.com/?p=4973 If you live in the world of global marketing and advertising, you’re hopefully well aware of the new regulation going into effect on May 25th, 2018 in the European Union (EU).  The General Data Protection Regulation 2016/679, or GDPR, law is focused on strengthening and unifying data protection for all individual residents of the EU Read More >

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If you live in the world of global marketing and advertising, you’re hopefully well aware of the new regulation going into effect on May 25th, 2018 in the European Union (EU).  The General Data Protection Regulation 2016/679, or GDPR, law is focused on strengthening and unifying data protection for all individual residents of the EU and, by treaty adoption, in the European Economic Area EEA.  It significantly expands data rights and the compliance obligations of organizations that process residents’ personal data.

The definition for processing data is, to say the least, extensive under the new law. Thus, it is extremely far-reaching and impacts many businesses. Organizations that process personal data must ensure that the data is properly safeguarded and that data subjects can readily exercise their rights to access, modify, transfer, or delete the data.  Even if you do not necessarily target users from the EEA, you may be subject to GDPR if an EEA user converts on your site. Once the user’s personal data is captured and stored, GDPR is triggered and a host of GDPR obligations are now yours to meet.

Failure to comply with the GDPR can result in the imposition of some hefty penalties. If the EEA user’s rights are not respected, or their personal data is improperly managed, supervising data authorities can impose fines of up to €20,000,000 or 4% of annual worldwide turnover in the previous year.

As a media professional, GDPR has been top of my mind for several months. Our organization, Just Media, has been going through many initiatives to update our own policies & procedures, from HR to IT to vendor relationships in order to become GDPR compliant. We are working to update client agreements, evaluate vendor compliance, and much more. In my role, I have to be vigilant about how all these changes affect what clients need from us; about which vendors are greenlighted to use for EEA campaigns; and what might change as GDPR guidelines continue to be issued from the Article 29 Working Party.

As I integrate these considerations into the work I do as a media professional and think about the levels of complexity GDPR creates, I also think about how others are impacted.  There is no doubt the new regulations bring complexity to it all. Just Media knows our clients and vendors are all working very hard on this issue as it is a major disruptor, but GDPR also brings along a lot of positive outcomes. These include:

    1. Better protection of audience privacy and more control for them over how data is used
    2. Increased trust between audiences and advertisers
    3. A focus on driving more impactful advertising and content experiences to drive truly interested audiences into the funnel
    4. A renewed creative spirit in marketing and advertising

In contrast to the good we see coming out this legislation, we also see some limitations on data, especially 3rd party data. With the rollout of GDPR, the viability of cookie-based technology is in serious question as are techniques such as IP targeting. We predict it will greatly impact many channels and also the type of reporting deemed acceptable.

Certainly, the news is filled with data privacy concerns right now. The public uproar of Facebook’s sharing of user data at the forefront of conversation as is the subsequent death of Cambridge Analytica. This increased public awareness suggests that GDPR style regulations will come increasingly to the US and other countries. Indeed, in November of this year, California will vote on the California Consumer Privacy Act of 2018, which will give consumers more information and control over how their data is being used. Now more than ever users are demanding to know how their data is being collected, used, stored, and shared. Responsible marketers are taking this opportunity to adapt and to renew their focus on compelling context, contextual alignment and fundamentals of great advertising and marketing.

At Just Media, we are always going to look at new and innovative ways to reach the right audiences with the right messages. With expanded rights for users and as we move to an opt-in world, the individuals we do reach with advertising will likely be more engaged with the messages we present.

My job as a media professional is to keep an eye on developments stemming from this new piece of regulation.  I can help my clients navigate this new world of advertising, not only to ensure compliance but to make sure we can make the most out of every advertising dollar. With GDPR, my role is so much more important than ever before. While regulation always bring challenges, I find it exciting to navigate the global landscape and steer my clients and agency through these changes.

May you be ready for GDPR and start to plan how this will impact regions beyond the EEA. Remember, we are all in this together and Just Media is a resource for you! Feel free to reach out with any questions or let us know if you want to do a deep dive on our POV.

 

 

 

J O N A S   O L S S O N
Media Account Manager

 

 

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Connecting the Dots in a Mixed Media Landscape- Turning Traditional Media into Shared Media /2018/05/connecting-the-dots-in-a-mixed-media-landscape/ /2018/05/connecting-the-dots-in-a-mixed-media-landscape/#respond Mon, 07 May 2018 19:11:55 +0000 http://www.justmedia.com/?p=4901 Impressions, Clicks, CTR, Engagements, Conversions, Landings. These are just a few of the dozens of metrics we as media folks are completely engrossed with on a day-to-day basis. But what happens when you have a client who wants to run a traditional medium with no tracking, but you’re still on the hook to showcase how Read More >

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Impressions, Clicks, CTR, Engagements, Conversions, Landings. These are just a few of the dozens of metrics we as media folks are completely engrossed with on a day-to-day basis. But what happens when you have a client who wants to run a traditional medium with no tracking, but you’re still on the hook to showcase how those hard-earned budgeting dollars benefitted your client?

We’re working and living in a time when we as advertisers cling desperately to the instant gratification of a digital metric. And there’s nothing wrong with that—being able to show instant success or make a quick judgement call to optimize is the primary way we have to do our jobs nowadays. But the truth is, no one medium is going to always be the best avenue for every marketing campaign that your client throws at you, and sometimes that means you can’t solely rely on digital efforts.

When you’re trying to help a brand change their perception or simply build awareness, you can’t underestimate the power of a perfectly placed OOH execution around a conference or an event sponsorship. That’s not to say that you can’t utilize digital media efforts to support or boost these placements, on the contrary— you should utilize them as much as possible to make that offline to online connection. In order to determine how a traditional buy is affecting your brand’s success, you need to make these placements flashy, memorable, and share-able. According to AdWeek, shared content outperforms traditional advertising by 10x, as users are more likely to engage with content if their peers are already telling them it’s something they should be paying attention to. So, you have to make sure that your marketing plan plays to that notion, make people want to share this with their colleagues and spark conversation around it.

A perfect example is the ever-popular Chick-fil-A “Eat More Chicken” play. When the well-known food chain placed the billboards with the cows encouraging users to go for poultry over beef, the billboards were shared via social media streams for months and months, bringing a digital aspect to the traditional medium. The whole point is, you have to make sure all of your efforts help drive that user down the funnel, and sometimes that means that they have to make that connection themselves- You just have to look for those points and connect the dots on the back end. Did our efforts go viral? Is a certain hashtag trending?  If so, people are more likely to share across their social channels, only bringing more awareness to your brand and encourages users to do more research on their own.

Trying to understand how these channels are affecting each other can be daunting. But you just need to take a step back, think big picture, and try to envision yourself as the consumer and how you’d react to certain messages. Just ask yourself: would you click share?

K E R R Y   M C C O R M A C K
Media Account Manager

 

Citation: Hayes, Katherine. “‘Shared Media’ Is the Future and Will Disrupt Media Buying As We Know It.” AdWeek, 22 Aug. 2016, http://www.adweek.com/digital/katherine-hays-vivoom-guest-post-shared-media/

Richards, Katie. “Chicken With a Beef: The Untold Story of Chick-fil-A’s Cow Campaign.” Adweek, 17 June 2016, http://www.adweek.com/brand-marketing/chicken-beef-untold-story-chick-fil-cow-campaign-171834/

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