DaBrian Marketing Blog: News, Insights, and Digital Marketing

Sequential Messaging in Digital Advertising

January 15, 2014 by Daniel Laws 5 Comments

Defining Sequential Messaging

If you’re a follower of @DaBrianMarket or @DanielLawsJr, you have most likely seen our past tweets about sequential messaging. Sequential Messaging is generally a technique where messages are recorded in a preset order and executed individually based on the each activation of a device (tablet, smartphone, etc.).

So, What’s the big deal with sequential messaging?

Sequential Messaging has an opportunity to leverage the initial user interaction into a micro-conversion and target high quality leads. As an example, a shopper would click on a banner ad on a newspaper site for a new tablet. This action identifies the shopper as being interested in a new tablet and generates a series of sequential messages specific about the new tablet. The series of sequential messages could be on banners, emails, and perhaps in search engines. In some cases, the ad mix can be modified based on the shopper’s engagement with them.

What are the Future Possibilities of Sequential Messaging?

I think the future of sequential messaging is positive but contingent on the availability of technology to executive effective campaigns. I think there’s an opportunity to “connect the dots between digital advertising, TV advertising, mobile and gaming consoles.” It’s going to get easier to customize messages across devices with online tool-based logins, smart TVs, mobile devices, and gaming consoles offering more functionality and capabilities.

Take me for example. I’ve got a Samsung smart TV, Galaxy S4, Kindle, and more. My cell phone, which is connected to my Kindle, can change my TV channel. Thus, there’s no reason advertisers can’t create customized sequential messages across multiple devices. The capabilities of ad technology will be important to align with customer behaviors across multiple devices in order to customize the user’s overall experience with the brand. More specifically, it’s important that we obtain insights from sequential messaging to increase the effectiveness of marketing budgets and the ability to increase lead generation or sales.

What are the Challenges of Sequential Messaging in Digital Advertising?

In my opinion, one the main challenges will be measuring the effectiveness of sequential messaging in digital advertising and optimizing the process. In addition, the measurement of sequential messaging along with A/B or Multivariate testing across multiple devices. With the increasing importance on customer privacy, it will become increasingly challenging to track prospective customers, and with the recent Target data security breach, customers are becoming aware of the negative aspects of data collection and value their privacy. Furthermore, the tracking of sequential messaging will most likely require the tracking of customers’ unique logins as well as combining the data on their behaviors across multiple devices. Without educating customers on the benefits of doing so, it could be seen as intrusive and encounter a legal backlash from customers.

What about Measurement?

Last month in AdWeek, I read an article from Garett Sloane of Omnicom Digital which spoke of “sequential messaging as digital advertising’s next act.” I agree with Sloane’s point that sequential message could be the next step in digital advertising, but the execution requires powerful technology as well as perfect coordination. I think there will be a few businesses that look at sequential messaging as the next buzzword (right next to “big data”).

No matter the approach, it still needs to solve a business problem. Without measureable ad technology and the capabilities to collect the data, we’re going to have challenges measuring whether or not a message is resonating with the “right” customers. The right message, right person, and right time require the right analytical approach to improve the impact that sequential messaging has on delivering return-on-investment.

Is sequential messaging on your organization’s radar? Share your thoughts in the comments!

The Importance of Maintenance

December 18, 2013 by Dabrian Marketing Group Leave a Comment

I am going to take a break this week from writing about the Google Analytics API and focus on something very important that is often overlooked. Website and webserver maintenance is one of the most important jobs related to a website, and yet, many people do not perform it. In some instances this may be because their trade is totally unrelated to the field of web development and web maintenance, and they are unsure of what to do or who to ask. In many cases, the issue of maintenance is financial. However, the long range financial burden of a broken site can be much higher than a maintenance plan.

The Problem

A client pays for a shiny new website coded in the latest language with the latest software updates. The site is designed and developed with best practices in mind. After the development process is complete, the client declines any more maintenance with the site, citing their own ability to maintain.

What is maintenance and monitoring?

The process of monitoring and maintenance is the act of having someone consistently watch for signs of issues with a website. Monitoring by webmasters may be done by the use of Google Analytics to watch for traffic changes, Webmaster tools to ensure that the user experience is at its best, or many other tools such as visual inspections. In addition, many of these tools offer alerts which allow webmasters to monitor errors and provide the best possible user experience.

What happens next?

For the foreseeable future, if the client properly updates the site, there should be little to no issues. However, changes in employment or a lack of properly trained individuals at a client’s workplace may result in the eventual downturn of the site. If at any point there is a lapse in monitoring that is more than a month or two, the site may be partially or wholly unable to be salvaged.

This may seem a bit extreme, but it is entirely possible that a month or two of neglect can be the downfall of a website. This is particularly true when a site uses a piece of software to run such as a content management system (CMS), and when that solution is open source. Despite all efforts to correct any issues along the way, developers or webmasters may need to spend a significant amount of time working to ensure that the site is functioning at its best and continues to align with the ever changing best practices. Additionally, the only support is a community of developers, who may or may not be available in a time of crisis. While the site may be always be considered “salvageable” by a technology professional, a cost-benefit analysis may deem it unsalvageable, just like when a car is totaled. Sometimes, the cost of repair is simply not worth it. Technology, particularly lines of code, can be extraordinarily complex and involve a lot of time, trial, and error.

If the neglect goes on for too long, the site may be impossible to repair. In some instances, the entire website will need to be overhauled. In this case, the “damage” or the risks of causing said damage seriously outweigh the benefits of updating. Making massive updates, such as updating across many versions, or making significant changes can seriously affect the workings of the site. Sites in this situation are in working condition, theoretically, but they often do not live up to their owners’ expectations.

Damage? Seriously… this is a website

Absolutely websites can be ‘damaged’! But, not in the same way that you might break a window with a baseball. This sort of damage could be errors in lines of code or simply outdated code. Each update edits the code, making important changes. If you compile those lack of changes over time, it can definitely become a serious issue.

I can’t afford maintenance from my provider. What can I do to ensure my site is alive and well?

If you are unable to get maintenance your provider may at least be able to answer questions. Never be afraid to ask for help! In addition, ensure that the website is checked once a week. If updates are available, they may be something as simple as clicking a button. This way, if there are issues, they can be addressed immediately. Also, if you are not equipped to fix the problem, it can be directed towards someone who can.

What are the long term effects?

Though the upfront costs of maintenance may seem like something that can be set aside, the reality is that the potential loss of business growth as well as the potential costs of issue resolution may have a major impact on business finances. A little upfront maintenance can prevent a lot of issues in the long run.

Have you ever had a website go down because of lack of maintenance? Tell us in the comments!

The Most Important PPC Metrics You Are Not Using

December 11, 2013 by Justin Miller Leave a Comment

Everyone knows Impressions, Clicks, Cost and Conversions. Then comes the various calculated metrics using those – Click thru Rate (CTR), Cost per Click (CPC), Conversions Rate (CR), Cost per Conversions (CPA – A is for Acquisition.) After the calculated metrics, Quality Score and Avg. Position have been shown to be very important in generating Clicks and Conversions. But since you already are familiar with those metrics, let’s look at the lesser talked about ones, which can aid you in achieve your PPC goals and objectives.

Impressions Share (IS) Metrics

Search Impression Share

This metric reveals your competitiveness. The percentage is how often your ad is shown in comparison to how often they could have been shown. Fortunately, Google tells us exactly where and how you are losing the Impression Share battle.

Lost Impressions Share (Rank)

While Average Position tells what ad spot your Ads are showing, this metrics tells you how often your Ads are not being shown due to low ranking. If this metric is high and you are missing several impressions, you will need to either raise your Quality Score and/or CPC bid to begin outranking your competitors.

Lost Impressions Share (Budget)

If you are losing Impressions because your budget, then the easiest fix is to increase your budget. A high lost Impression Share (Budget) means that you are being outspent by your competitors and need to be willing to spend more to stay competitive.

Analytic Metrics

Bounce Rate

Bounce Rate is the percentage of searchers who clicked on one of your Ads, but only viewed the Landing Page before leaving your website. This is an indicator that your Landing Pages are not guiding visitors further into your Conversion Funnel.

Pages/Visit

This metric reveals the depth of the average visit. If your Conversion Funnel is multiple pages long, then a small Pages/Visit reveals a leak in your funnel. Shortening your Conversion funnel could be very profitable for you.

Duration of Visit (Seconds)

While this metric does not tell you exactly what users are doing on your site, it does reveal if they are staying long enough to do anything at all. If you web page if very text heavy, but duration of visits is only a few seconds, then it is safe to say that your text is not being read. Try revising your text into bullet points and adding images. A visitors that comes through PPC cost, so you want them to stay and bring value too.

While these metrics might not tell the bottom line like the more talked about Impressions, Clicks, Conversions and Cost, they do fill in the gaps and reveal a bigger more complete picture of the success or failures of PPC Campaigns. Remember to look beyond the main metrics into the ones listed above and others that are Key Performing Indicators. These indicators will help guide you to PPC success, but you have to monitor them closely and act accordingly. Let us know if they are any other metrics that help you monitor your PPC success, or if you have any questions concerning any PPC metrics.

Highlights from “Calculating Creative” Presentation

November 27, 2013 by Dabrian Marketing Group Leave a Comment

What if we told you your creative resources were hindering your marketing success?

What if the answers you were looking for came from free platforms and tools?

What if we could help you improve your business’s entire creative process?

Well, we can. And it’ll take less than 15 minutes. Learn how data is the key to better creative decisions and more targeted campaigns in a talk given by our President and CEO, Danny Laws, for the American Advertising Federation – Greater Lehigh Valley.

For more information or access to the “director’s cut,” give us a call or drop us a line!

DaBrian Marketing Group Expands Agency Team

November 4, 2013 by Dabrian Marketing Group Leave a Comment

DaBrian Marketing Group, LLC, a full service digital agency based in Reading, PA, has recently hired five new employees in the areas of search engine optimization consulting, creative design, social media, and more.

In the latter half of 2013, DaBrian Marketing Group, LLC, a full service digital marketing agency located in Reading, PA, expanded its team to include five new members from local colleges and universities as well as the surrounding community. Tim Eroh, a graduate of Penn State’s University Park campus, was hired as a search engine optimization (SEO) apprentice, but quickly progressed to a full-time SEO consulting position. Mark Mapp, a freelance creative designer, was also initially hired part-time, but soon secured a full-time position as DaBrian Marketing Group’s creative lead.

Felicia Weitoish, a graduate of Alvernia University, has joined the DaBrian Marketing team in a part-time administrative assistant role. DaBrian Marketing also acquired two interns from Alvernia University and Penn State’s Berks campus. The former (James Doherty) has taken on the social media marketing internship role, and the latter (Kyle Lessig) has been brought on for the business analyst intern position.

Daniel Laws, Jr., principal owner of DaBrian Marketing Group, LLC, expressed his appreciation and enthusiasm for the talent offered by the Berks County area, “We’re very fortunate to have talented and driven individuals in our community. Our newest team members allow us to not only improve our client offerings, but affirm our new brand position as a full service digital agency.” Laws went on to say, “We’re very much invested in the economic development of the Reading area. We’re excited to have this opportunity to cultivate local talent and continue moving forward.”

DaBrian Marketing’s new hires shared Daniel’s sentiment about working in the burgeoning digital marketing field. Tim Eroh, DaBrian Marketing’s search engine optimization consultant, commented on his new position, “I feel really fortunate to have gained my current position with the DaBrian Marketing team. I’ve learned new skills and have access to a host of platforms and tools that allow me to show true value, both for clients and among my new colleagues.”

For more information about DaBrian Marketing Group’s expanding agency team, call 610.743.5602 or visit dabrianmarketing.com.

About DaBrian Marketing Group, LLC

Since 2008, DaBrian Marketing Group, LLC has been a digital agency focused on providing marketing solutions to businesses that want to obtain digital awareness, cultivate meaningful customer relationships, and develop innovative strategies. DMG’s services include email marketing, search engine optimization, website design, web analytics, social media marketing and more. Company headquarters are centrally located at 500 Penn Street, Suite 201, Reading, Pennsylvania 19602. For more information about DMG, visit www.dabrianmarketing.com or call 610-743-5602.