9/4/2023 0 Comments Postview trackingYou have to set your objectives in order to succeed what you venture to do. There are 2 types of campaigns, Direct Response and Branding. The authors say something in the line of: In one of the early chapters, I dwelled on a phrase I had to give some thought. You don’t have to be a Goliath to succeed in Online Marketing. The underlying thesis is sound and compelling: the Internet has levelled the playing field. « Taking Down Goliath » is a hands-on, no BS Digital Marketing Manual written from the perspective of small business which I can strongly recommend. ![]() I had a discussion a while back with a highly respected online marketer, Kevin M Ryan about his new book on Digital marketing. If we there is no tracking of postview or the cooking is not kept or if the user shifts device (shuffling computer, smartphone, tablets), the link goes missing again. If a subsequent conversion happens within a certain time-period, the Display View could possibly have caused or contributed to the conversion. In short, this would mean a tracking cookie would be placed on the computer viewing a banner ad. Similar effects happen in Display Advertising although there is a way to start measuring the impact of Display advertising, namely using a post-view and a post-click approach. There is thus a missing link between Social Media exposure and website traffic. Traffic was more than double its normal level. Looking into Analytics we find 4 visits from Social Media and 77% from organic search compared to an average of 66% organic search traffic the month before. The afterburner effect was most likely generated by this boosted post on Facebook promoting the replay of the TV sequence exposing the post to 12000 people. There was no physical link from the TV Replay page to the website. From Facebook to Website via ReplayĪfter the TV exposure, we tried to prolong the positive effect of the exposure by posting a link to the video replay URL and boosting its audience on Facebook – it seems to have had an effect the following 4 days where traffic was still significantly higher than normal. We could draw a fully documented wrong conclusion saying we did a great job in SEO. When we dig deeper and analyze the origin of the traffic, the referrals show that 86% of the traffic on the 21st of April comes from organic search. On the monitoring side, we can see the peak in Analytics as illustrated above, but we can’t show where the traffic came from. Fair enough, there is a missing link between an offline and the online effect, you would say. So obviously there is a missing link between TV exposure and the traffic on the website. No clicks from the live streaming or the TV channel’s website. The TV exposure could not in any way be seen in the tracking data. What a 1000% lift in traffic after TV exposure looks like. Three and half minutes of brand happiness. ![]() ![]() Needless to say, exposure on National TV generates an immediate traffic peak the very moment the company is mentioned on TV. No paid media was active at that point in time and as the brand has only existed for 3 years, it does not show up in Google Trends – it is an emerging brand. The founder of a small company got exposure on National TV in France. In order to illustrate the missing link from TV to digital, I had the chance to monitor a website during TV exposure. You KNOW it works but you can't always SHOW it works. When you invest heavily in brand exposure it has an impact on the performance of your conversions. ![]() However, in most cases, it is impossible to establish the direct link between the Brand exposure and the final conversion on a website. Well, this is 2015 and we know a lot more about what works and what doesn’t. It was the same one described in the famous phrase “ I know half my advertising budget is wasted but I don’t know which half”. I am talking about a discontinuation of meaning from one area of marketing excellence called Brand Advertising into another area of marketing excellence called Performance Marketing. There is a missing link in Digital Marketing.
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