Digital Marketing

Data Propelling Social and Digital Measurement and Spend

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Influencers and content. I feel like I’ve been recently discussing them more than ever before. There is greater competition to be noticed, and seismic shifts in reaching consumers. What used to be limited to press releases and journalists, or advertisements and media plans, has expanded into a web of paths.

With the myriad of options, data becomes increasingly important in determining the right channels. The good news is that the possibilities are greater than ever. One recent report showed the impact influencers can have on coupon redemption, and even store traffic. More good news, brands now have greater tools to measure their own programs.

Amazon has evolved its popular affiliate program where you can be rewarded for driving traffic that results in sales to an invite-only influencer program for some of social’s biggest and most engaging stars. While the product selection is left by Amazon to the influencer, there is nothing keeping brands from working with the influencers. At least they will have the data to help measure the value of the partnership.

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Snapchat is rolling out Snap to Store to help skeptical marketers measure the impact of campaigns on foot traffic. While some see it as delaying the inevitable attrition to Instagram, Snapchat remains one of the best ways to reach the elusive Gen Z audience. Other partners such as InMarket can help make the connection between online and brick and mortar to create an omnichannel strategy.

A critical step before developing your content and channel strategies is defining your target audience and unearthing the insight that will connect with them to move to action. This is my favorite part of working with clients on marketing strategy. With all the choices marketing directors face today, this laser focus is paramount to be most effective with marketing dollars.

Content continues to be important, but “quality” content has always been subjective. Just look at the variance in opinions of Super Bowl ad rankings. Measurement tools today provide objective data to determine campaign effectiveness. By embracing the data available today, and taking the time to analyze and understand it, marketers can be more targeted and effective than ever. This is all good news for the greater scrutiny from the C-suite applied to marketing investments.

About Jason Stemm:

Jason has been part of the Padilla team for more than 14 years, managing several accounts and working on B2B programs for various clients. As vice president in the Food/Beverage/Nutrition practice, Jason oversees integrated marketing campaigns that combine public relations and promotion programs, and provides strategic counsel for companies looking to build awareness and grow sales.

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