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The Center for Sales Strategy Blog

3 Tips to Use Google Analytics to Help You to Spot ROI

Analytics

As digital marketing continues to grow, so does the demand for demonstrating an ROI. Marketers want to know that the dollars they are spending are making an impact on their business. They are looking for ways to use all of the available data in the digital space to help them correlate the dollars spent to tangible results. 

While there are a variety of website analytic tools that businesses can use, a good number of them are using Google Analytics. And why shouldn’t they? A free tool that can provide some great insights into how potential customers use a business website… seems like a no-brainer. 

Topics: selling digital advertising

7 Basics to Selling Digital Advertising Creative

Digital_Creative

Like most people nowadays, I spend a lot of time online. Due to my profession, a lot of that time is spent looking at the ads on the screen. I find myself analyzing and critiquing the message, the look, and the layout of the ads, without even realizing that I am doing it. I have seen some good and some bad. 

Topics: Digital selling digital advertising

The Ad Industry Has Been Giving Clients The Wrong Impression

ad-industry-wrong-impressionMy three-year-old grandson led me to a meaningful epiphany recently. We were sitting at the kitchen table playing with some Play-Doh when he watched me sink my thumb into a small ball of the clay. He pointed to my thumbprint and asked, “What’s that?”

I answered, “That’s an impression.”

Like most three-year-olds will do, he followed my answer with a question: “Why?”

“Because when I touched the Play-Doh, I left a mark on it.”

He proceeded to copycat the procedure, pressing his fingers and handprints into several lumps of clay; after each masterpiece, he would attempt to form the new word he had learned: “Look, Grandpa, I made a ‘preshun’.”

“I left a mark on it.” 

I had been to a marketing conference earlier in the week, where much of the focus was on falling CPMs, and rightfully so. Once upon a time, the cost of access to consumers was high, thanks to the relative scarcity of media. There were only one or two newspapers in most major metropolitan areas, and only a couple dozen radio and television stations (even fewer in smaller markets, of course). The law of supply and demand favored companies who distributed advertising messages, where the supply of big audiences was (comparatively) limited, and the demand was high. 

Topics: Digital selling digital advertising

Stretch Your Advertising Dollars by Including Users

tv-commercialA few nights before the Super Bowl, we were all gathered around the dinner table, discussing the upcoming “big game.” My daughter suggested that the Super Bowl should be a national holiday. I asked why and she said, “It happens every year no matter what, everyone pays attention, even if they don’t like football, because they want to see the commercials, and we watch the whole game just for the commercials. So we should get the day off of school, making it a holiday!”

Topics: Digital selling digital advertising

I Bet You Didn’t Think About This With Native Ads

I_bet_you_didn’t_think_about_this_with_Native_AdsIf you work for a media company that sells digital advertising, you no doubt are following the buzz around Native Ads. There is an important point for all salespeople related to Native Ads that I don’t want you to miss. The dictionary shows several definitions for the word native. A few that are relevant for this conversation are; belonging to a person since birth, living or growing naturally in a particular region. 

Topics: digital marketing Digital selling digital advertising

Digital Marketing: 3 Reasons Your Campaign May Fail on Facebook

facebook
Topics: digital marketing Digital selling digital advertising

Digital Marketing: Insights Your Customers Need to Know About

Integrated Solutions 01If you play a hand in your company's marketing efforts or sell traditional media, there's a study worth paying attention to for two reasons:

Topics: Digital selling digital advertising integrated media solution

Improving Digital Sales: Artie Decker's Tips to Being Relevant

Improving Digital SalesOn a recent client visit, the main purpose was to help them plan their 2013 strategy.  One of the topics we covered was how the management team and sales people could remain digitally relevant in 2013.   After seeing the movie "Parental Guidance," it was obvious one of the lead characters, Artie Decker could relate.

Topics: Digital What & Why Digital selling digital advertising Sales

How Much Digital Revenue Potential Is Out There?

digital revenueIf you're a business leader looking to advertise using digital—or you are a salesperson responsible for digital sales—knowing what your market is currently spending in digital advertising will help you gauge what kind of budget you may want establish for your online initiatives. If you don't currently know the current local DMR (Digital Marketing Revenue) for your market, Borrell and Associates has released a handy interactive map of over 500 regions where digital dollars are being spent. 

Topics: Digital What & Why Digital selling digital advertising sales performance

Why Pepsi's over-reliance on social media hurt their business

social mediaIf you sell media, buy media or run a business, you should read the The Face-to-Face Book, by Ed Keller and Brad Fay. Here are some highlights from the book.  

Topics: Social Media Digital selling digital advertising