Date post: | 17-Nov-2014 |
Category: |
Marketing |
Upload: | christy-townsend-belden |
View: | 185 times |
Download: | 3 times |
DIGITAL OVERVIEW
COURIER-JOURNAL MEDIA
THE PURCHASE PATHWAY
AWARENESS DECISIONCONSIDERATION
Customers move through various phases of the #purchasepathway
@norton_healthcare @cjmedialou @christy_belden
THE GOAL
GOAL
Choose a goal for your #digitalad campaign
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THE MEASUREMENT
Track your #analytics and #measure the results of your campaign
ImpressionsClick-through Rate
Engagement Rate
Engagement
Conversion Rate
CPCCPL
CPVLeads
@norton_healthcare @cjmedialou @christy_belden
THE WINNER
vs.
Always test your #digitalad campaigns
A B@norton_healthcare @cjmedialou @christy_belden
THE MEDIUMSWHEN WE THINK OF DISPLAY AD UNITS, WE THINK OF THE FOLLOWING
Don’t forget #nativeadvertising with #video and #socialmedia
@norton_healthcare @cjmedialou @christy_belden
THE BEST
• Keep it simple• Clear and succinct call to action• Make your offer clear• Feature a strong headline• Avoid white backgrounds• Use a professional design
BEST PRACTICES FOR DISPLAY ADS
@norton_healthcare @cjmedialou @christy_belden
THE BEST
• Feature your brand logo• Reinforce brand strategy with consistent
look and feel• Simplify graphics and copy• Animations should be quick• Use rich media when possible• Watch load size
BEST PRACTICES FOR DISPLAY ADS
The best #digitalads drive engagement and meet a goal.
@norton_healthcare @cjmedialou @christy_belden
THE CALL TO ACTION
• Click here• Buy now• Get started• Search now• Learn more
EXAMPLES OF GOOD CALL TO ACTION
Always include a CTA in your #digitalads
@norton_healthcare @cjmedialou @christy_belden
EXAMPLES
THE EXAMPLESPRINT
@norton_healthcare @cjmedialou @christy_belden
THE EXAMPLESDIGITAL
@norton_healthcare @cjmedialou @christy_belden
THE EXAMPLESPRINT
@norton_healthcare @cjmedialou @christy_belden
THE EXAMPLESDIGITAL
@norton_healthcare @cjmedialou @christy_belden
THE EXAMPLESPRINT
@norton_healthcare @cjmedialou @christy_belden
THE EXAMPLESDIGITAL
@norton_healthcare @cjmedialou @christy_belden
THE EXAMPLESDIGITAL
@norton_healthcare @cjmedialou @christy_belden
THE EXAMPLESDIGITAL
@norton_healthcare @cjmedialou @christy_belden
THE TAKEAWAYS
• Customers move through various phases of the #purchasepathway
• Choose a goal for your #digitalad campaign
• Track your #analytics and #measure the results of your campaign
• Always test your #digitalad campaigns
• Don’t forget #nativeadvertising with #video and #socialmedia
• The best #digitalads drive engagement and a goal.
• Always include a CTA in your #digitalads
• Be creative! #digitalisfun
@norton_healthcare @cjmedialou @christy_belden
THE EXAMPLESDIGITAL
@norton_healthcare @cjmedialou @christy_belden
THANK YOU