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https://www.linkedin.com/in/edwindearborn/Successful advertisers aren’t just using one channel, but instead utilizing multiple channels to have a more encompassing marketing strategy. With great flexibility comes great responsibility; in other words, marketers now need to have a better understanding of when to shift within and across different platforms to maximize the yield from their digital media budgets.
To Shift Or Not To Shift
While digital markets pride themselves on being “fast moving” and maintaining “fluid budgets,” a major trait of a successful marketer is understanding when not to switch. They understand the importance of patience, and they do so in a number of ways.
First, they make sure they are basing their decisions on facts driven by data that have had time to aggregate and reveal truths. Before turning off any specific publisher, they ask themselves, “Has the ad had enough time to sit and gather the amount of data necessary to analyze its effectiveness?” “Was the poor performance due to Facebook or Google or did we have a sub-optimal landing page or conversion flow?”
Successful marketers also understand that they have to look at more granular data. Instead of asking whether the campaign was successful or not, they ask which aspects of the campaign were successful and which were not. This means that they don’t just compare data across different channels, but rather analyze the data within each channel.
When looking at data within channels, you should take into consideration whether the execution was effective. There are a few areas you should look at ad copy, audience target, placement of the ad within the platform, landing page effectiveness, and tracking and attribution (introducer assists versus last click conversions).
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https://www.youtube.com/watch?v=BERyGMDPDdo