Owned media is an illusion

‘Organic reach died years ago. Marketers just forgot to bury it.’ 

‘Brands are continuing to over-invest in content that almost nobody sees’

‘…promised brands and agencies freedom from the confines of paid media, then completely changed the rules of the game. … You’re probably still clinging to the notion that your brand or client can get something for nothing through so-called owned” media. But that’s always been a flawed mindset.’  

‘about 50:50 balance production : media’

‘The data-fueled engines on social media enable brands to tell a story that grows chronologically on a one-to-one basis. This is probably the most compelling component of social media marketing because it enables brands to drive brand metrics and generate revenue simultaneously. It’s no longer a choice between creating a branding campaign verse a direct-response campaign. Rather, it’s about creating a cohesive story where the upper and lower funnel work in harmony.’

Credits to @Ashley Vinson for sharing.  

Digital versus traditional media


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“The real problem is people are spending too much money on the short-term activation stuff. Programmatic and paid search is not enough to generate growth for brands. What we need to do is get people to understand the long-term power of brand building and see that TV and online video together can really do that brand job,” Mr Binet said.”

“The really big problem is not the tension between digital and traditional media, it’s this tension between brand building and activation and people getting the wrong balance.” 

“”So it awakens the emotional stuff, and then ‘we’ve got the product for you at the price for you’. When you get those two things working together then everything lights up.”

Tx Les Binet for this razor-sharp analysis.

Volkswagen uses AI for media buying

” #Volkswagen used the algorithm’s media recommendations for a campaign for its up! model, which led to a 14% #rise in #orders from Volkswagen’s dealerships versus what those orders would’ve been had the campaign run solely on its agency’s recommendations. In some instances, the difference between the algorithm’s and its agency’s car orders has been as high as 20 percent, revealed Kothe.”

How Volkswagen is using artificial intelligence for ad buying decisions

Site traffic

Where does your site traffic comes from?

Around 40% to 50% Search is normal. If the number is too big (site on the right) it indicates an overexposure to search rankings and algorithm changes (not good at all). If it is too low you are simply leaving money on the table. And of the search traffic, you want a big portion to be Organic so you are not just “renting” traffic or suck at SEO.: benchmark 20% paid, 30% organic

20% or so Direct Traffic. If the web analytics tool is implemented right these are all your existing customers or people from offline campaigns. You want a healthy amount of both. If direct traffic is low, I worry if you are any good at customer service / retention (the latter is so often just an afterthought).

20% to 30% Referring Sites. You can’t just rely on search engines or spending money on campaigns. A healthy web strategy includes a robust amount of traffic from other sites that link to your products and services, and praise (or slam!) you, or promote you on Twitter and Facebook and forums and otherwise link to you. Free traffic (usually) and you do want that (for many reasons).

10% Campaigns. Google Analytics (sub optimally) calls this Other. It is email campaigns, display / banner ad campaigns, Facebook display campaigns, social media campaigns etc. You want at least 10% of the traffic to be the ones you invite to your site deliberately, after solid analysis and great targeting. Outside of Paid Search. It’s a sign of a healthy business that has a diversified customer acquisition strategy.

Beginner's Guide To Web Data Analysis: Ten Steps To Love & Success