Unlocking the Advertising Puzzle: Navigating Digital Success with Data-Driven Strategies
Evolution of Advertising Metrics
Language in today’s advertising world is far different than it was just 30 years ago. The internet changed the world forever for many businesses, but advertising might have suffered the most dramatic reforms. No one, for instance, mentioned KPIs, click-through rates, and conversion rates back in the early 1990s. Now those terms are common in most industries, even if they are not associated with advertising. Additionally, advertisers demand to see the data. Agencies are required to track, report and explain the metrics and make the appropriate adjustments. “Trust us, your advertising is working” is no longer an acceptable response. The challenge agencies face with digital clients is determining the benchmarks that should be tracked. Clients are often confused between campaigns that focus on awareness vs. campaigns that measure conversions. Some advertisers working with an agency don’t have a clear-cut understanding of a “win” for their campaign.
Importance of Data and Strategy
Any business can shout out its message, but it’s just as important to have data to determine how the program is working. The primary objective should be to craft a smart plan with established benchmarks that the client understands. The right plan will develop and target the right audience mix and attach tracking components that can provide weekly, biweekly or monthly reports. The right strategy will validate the lead value and indicate how many leads are needed for profit. Determining the right mix – and all the other components associated with an advertising campaign – is not a one-size-fits-all approach. Budgets are a big consideration. But so are the platforms, audience, and even the message. The business might have the right message. But broadcasting it on the wrong platform is wasteful. It takes an experienced team to bring all the pieces of the advertising jigsaw puzzle together and put the right plan in place.
The Role of Experienced Agencies
In a world starved for metrics – and results – clients have a hard time analyzing digital success. Indeed, it can be daunting trying to assess the numbers and the different metrics. That’s why it’s important to work with an agency that can provide clear information about what is and what isn’t important. While the advertising world has changed, so has client loyalty. Many businesses opt for digital shops that provide the buzzwords, platforms and shiny toys that capture the client’s attention. They have no idea, though, if the program will succeed. The best approach requires the expertise of an experienced agency that is willing to work with the client for the long term. Advertising is a strategy, not a quick fix. The advertiser might see quick success. The more likely path is to see a steady rise in profitability with a smartly created advertising agenda. Is it possible to hit the home run with a swift solution that generates instant success? Of course. The intelligent approach, however, settles on a long-term plan with an agency that generates results month after month, year after year. BCM Media has an experienced team of B2B and consumer media buying experience. Our clients range from mid-sized companies to Fortune 500 companies, and we develop a strategy that delivers the client’s message to the right audience, all at a premium value.
We even have the data to back it up. Just ask us.
