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Bridging commentary on the art & science of content; content marketing, branded content, native advertising and the analytics, attribution and intelligence that powers it.
Analytics

Attention vs Viewability

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

Ben Young
Ben Young
November 11, 2022
Analytics

How will you define marketing strategy?

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

Ben Young
Ben Young
November 11, 2022
Analytics

Which is usually the first step in the marketing strategy

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

Ben Young
Ben Young
November 11, 2022
Analytics

How can data analytics improve marketing strategy

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

Ben Young
Ben Young
November 11, 2022
Analytics

Native Advertising Metrics

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

Ben Young
Ben Young
November 11, 2022
Content Marketing

Guide to Marketing Strategy

Marketing strategy is developing a plan of action to achieve business objectives. There are a lot of different skills and practices which go into developing an effective strategy. If you are new to marketing strategy, some relevant posts: The measurement problem facing modern marketers How much should you spend on measurement? How do I decrease wastage in my media spend? How do I prove marketing attribution and ROI? How does storytelling marketing drive results?… Continue reading

Ben Young
Ben Young
November 8, 2022
Analytics

Guide to Bounce Rate

Bounce rate measures the rate at which people leave a webpage without further engaging with it. Bounce rate is calculated by taking all visits to a page and seeing what percentage left the webpage without taking further action. Bounce rate = visitors that left without taking action / total visitors . This is an important measure to understand how effective the web page or its content is in serving the visitors expectation. The analogy is, the visitor is like a… Continue reading

Ben Young
Ben Young
November 7, 2022
Content Marketing

Guide to Marketing Metrics

Marketing metrics enable markets to see how well marketing efforts are performing. If you are new to marketing metrics, you may find these articles helpful: What are marketing metrics used for? Types of marketing metrics Why measure marketing metrics What marketing metrics to track? What is marketing metrics strategy? What are the marketing metrics at the start of a campaign Recommendations for best marketing metrics reporting tool What are the most common… Continue reading

Ben Young
Ben Young
November 7, 2022
Content Marketing

Guide to SAAS Marketing

Software as a service (SAAS) marketing is a rich topic as firms compete for attention. Whilst software as a service companies exist in the cloud, traditional marketing principles still apply. But they benefit from the squishing of the sales & marketing funnel, whereby prospective customers and act and go from uninformed to educated very quickly. Which is what makes SAAS marketing such a competitive space. SAAS startups have to fight to be efficient, they can’t grow being less efficient than… Continue reading

Ben Young
Ben Young
November 7, 2022