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Analytics analytics. You just need to make better impressions. People judge your brand each time they see it.
So, think of your engagement as a story, and consider what you are saying from their point of view. Every impression counts and needs to be a relevant part of an ongoing dialogue. For example, do you ask which aisle the bandages are in — or the Band Aids?
In the most extreme examples of mindshare, brand names become synonymous with products. But even for less ubiquitous brands, high brand recognition translates into increased customer loyalty. Customer loyalty is largely about impressions. So capturing their attention, and staying at the forefront of their minds for as long as possible, is critical. Historically, direct marketers captured trackable source codes for about 80 percent of their orders.
Today, many use digital matchback data techniques, taking leads and orders and matching them back to the source file used in the initial prospecting effort. Matchback identifies the originating source of a lead or customer helping to attribute marketing successes to an original effort. Did a single impression generate a sale?
The matchback process can be employed to help discover which types of audiences convert best, even if it took multiple touches to seal the deal. You need to build consumer trust first, and before you can do that you need to raise their awareness and recognition of your brand. Essentially, marketing impressions matter because they let you know that your brand is being viewed online. Low impression numbers mean your campaign needs a tune up.
Like a canary in a coal mine, your impression rate is one of the first indicators that you may need to adjust some piece of your digital marketing strategy. A low number of impressions can mean many things. Increasing the number of impressions your content receives can be a matter of trial and error. Google Ads provides two unique metrics to help you better understand your impressions: impression share IS and absolute top impression share ATIS. On one hand, IS calculates the total number of ad impressions divided by the total number of eligible ad impressions.
This metric helps you understand if your ads could reach more people if you adjusted your bidding strategy higher. ATIS, on the other hand, calculates the number of times your ad appeared in the top position divided by the total number of eligible impressions. It is useful for determining if you should increase your ad budget to rank higher. Your bidding strategy is just one piece of the puzzle. A high number of impressions means your bidding and keyword strategies are working — but maybe not the way you want them to.
It can be very frustrating when user interest does not translate to action. Identifying the specific reason s why your impressions are high but your clicks are low can be a difficult process. Testing different keywords, ad copy and imagery will help you determine where the problem lies.
Hard data will help you make informed decisions that increase the value and success of your marketing campaigns. Every time a potential customer sees your logo or hears someone mention your brand, it leaves an impression. The quantity and quality of those impressions has a direct impact on your ability to generate viable sales leads.
Marketers and advertisers should utilize served and viewable impressions to measure their campaigns and inform their strategies. Now that you know more about why marketing impressions matter and how to use them to measure campaign success, brush up on some more digital marketing fundamentals.
Advertising — The traditional advertising media are print and broadcast, but online advertising is now taking over the ad budgets. Advertising messages tend to be explicit and directed. Their intent is to initiate the sales process, which would be fine if the customer were also ready to take action. Public Relations — PR tells your story, delivers information, builds familiarity and confidence, and generates credibility.
Publicity is an integral part of the sales process because it can be the most cost efficient and persuasive. Sales — The function of Sales is to cause the exchange of money for goods or services. A sales call series usually consists of an introduction, a presentation, and a close. These are almost always live events between a sales person and a prospect. And, because of the personal nature, they tend to be the most costly part of the sales mix. The unanswered question is how are these social media actions valued, if at all.
Do they just create more noise in the channel that causes the buyer to overlook the message completely? For that matter, how many banner ads do people actually see?
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