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
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
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
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
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
According to a report from last year, 12% of influencer had bought fake followers; put another way, that’s one in eight influencers – so this is a very valid concern. The other concern is whether followers are from your target geography. Before you get into technical solutions, some ways to mitigate this risk: Ask for references from brands that have been happy. Working with an influencer is akin to working with a freelancer. Ask for their reports from their… Continue reading
The top three metrics to consider are: Reach Engagement Conversion rate Why is Reach important? Reach is how many people your campaign reached. Brands need to set a goal for how many to reach with their campaign. It is important because it enables you to see the impact it had your business. And to calculate things like ROI and back it into your costs. Why is Engagement important? This is a common influencer KPI. Brands want to know that… Continue reading
Using a platform like Nudge removes a lot of headaches, it helps commonize the metrics between all influencers, hold them accountable, consistent measurement means you can track ROI easier – and build your own benchmarks. Here are some others you may not have considered: Challenge 1. Using influencers for specific audiences Using bloggers for specific audiences is helpful for brands when it comes to raising their profiles. The Nudge Overlap feature helps brands understand if they have any issues with… Continue reading
Best practices to consider when doing influencer marketing: Find influencers who already use your product, i..e look internally. Look at email lists, look at key customers, it’s a lot easier to start from this. Invite influencers to an event that they can participate in, create content. Those that resonate with you could look to engage with further. Use an influencer platform to help identify influencers who have additive reach to your channels. Continue reading
Working with influencers, brands receive direct connections with their audiences. This is a great opportunity to connect with an already loyal follower base and have them see your brand in a new light. Often this comes through in the comments, where bloggers can connect with their audience and help build social sentiment. Finding someone else who knows your area well – and will craft content around it, that is likely to resonate with your audience, can dramatically improve your reach… Continue reading
Native Advertising Metrics