{"id":788,"date":"2012-12-26T07:11:13","date_gmt":"2012-12-26T00:11:13","guid":{"rendered":"http:\/\/fortuneindo.asikwap.com\/?p=788"},"modified":"2012-12-26T07:11:13","modified_gmt":"2012-12-26T00:11:13","slug":"define-success-before-the-campaign-begins","status":"publish","type":"post","link":"https:\/\/foru.co.id\/id\/blog\/2012\/12\/26\/define-success-before-the-campaign-begins\/","title":{"rendered":"Define Success before the Campaign Begins"},"content":{"rendered":"

\"advertising-282x282\"<\/a>
\u00a0In any kind of advertising, an advertiser (or prospect) often says something along these lines: \u201cIf this works, I\u2019ll invest more.\u201d And we\u2019re often confident that we\u2019ll deliver positive results and keep an advertiser on a long-term campaign.<\/p>\n

But then, as the campaign nears an end and the discussion of continuing comes up, the advertiser indicates the campaign either didn\u2019t \u201cwork\u201d or they weren\u2019t sure if it worked. The advertiser opts not to continue and \u2014 boom \u2014 we\u2019ve burned that bridge; the advertiser won\u2019t come back for long time.<\/p>\n

Why? Because of the lack of expectation setting.<\/p>\n

If the proper benchmarks had been set in the beginning, the media and the advertiser would be on the same page about the definition of \u201csuccess.\u201d Without establishing realistic expectations, we allow an uneducated decision to be made, even though there was ample data available to make an educated one.<\/p>\n

Furthermore, it\u2019s important to establish \u201cthe value of the view\u201d \u2014 a term I became familiar with in my Yahoo BT selling days.<\/p>\n

I think it relates regardless of what kind of advertising you sell. It refers to the value of the ad impression you can deliver to your advertiser, regardless of the\u00a0additional interaction<\/a> the consumer might have with it afterward.<\/p>\n

In other words, the advertiser can \u201cdeliver the eyeballs,\u201d but the ad message must be compelling enough to evoke some kind of action from the consumer.<\/p>\n

This is especially true when you\u2019re selling any kind of targeted display or search advertising. The truth is, digital advertising is held to a higher return-on-investment (ROI) standard, due to its unique tracking abilities; if all kinds of advertising had the same tracking methods built in, it would likely be a much flatter playing field.<\/p>\n

Let\u2019s say, when discussing expectations for your advertiser\u2019s\u00a0digital ad campaign<\/a>, he or she expresses concern about a benchmark click-through rate of .08% for what might be considered average (and thus anything higher would be agreed upon as \u201csuccess\u201d).<\/p>\n

In that case, I would implore you to ask the client what percentage of his outdoor, radio, or TV consumers respond to that messaging. Either they won\u2019t be able to come up with a number, or it will be a guess.<\/p>\n

Digital display advertising should be looked at as billboard or TV branding advertising, with the additional benefit of providing an immediate interaction method if the consumer is motivated to find out more.<\/p>\n

Conversely, if the advertiser is going to measure \u201csuccess\u201d based on the number of phone calls he gets from an ad, there better damn well be: A) a phone number in the advertisement; and B) some compelling reason for the consumers to call, based on seeing that ad.<\/p>\n

If both of these concerns are covered, I would suggest adding in some level of phone-call tracking.<\/p>\n

And again, I would agree on a benchmark for the number of calls that would quantify the campaign as \u201csuccessful\u201d ahead of time.<\/p>\n

And, as always, the targeting methods, flight periods, share of voice percentages, and creative design will all be crucial factors in the outcome of the campaign. Suggest a three-month minimum and try some different targets and different creative approaches within that time, to test and gauge which performs the best.<\/p>\n

I think you\u2019ll find this process to be helpful for both parties. And, hopefully, it will demonstrate you have the advertiser\u2019s best interest \u2014 not his ad budget \u2014 at heart.<\/p>\n

By Tyler Mack<\/p>\n

Source: www.inma.org<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

\u00a0In any kind of advertising, an advertiser (or prospect) often says something along these lines: \u201cIf this works, I\u2019ll invest more.\u201d And we\u2019re often confident that we\u2019ll deliver positive results and keep an advertiser on a long-term campaign. But then, as the campaign nears an end and the discussion of continuing comes up, the advertiser […]<\/p>\n","protected":false},"author":6,"featured_media":3577,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[75],"tags":[680,806,182,444,807,808,809,810,811,812],"class_list":["post-788","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-advertising","tag-3f-3f","tag-bridge","tag-digital-advertising","tag-expectation","tag-eyeballs","tag-interaction","tag-long-time","tag-search-advertising","tag-truth","tag-yahoo"],"acf":[],"_links":{"self":[{"href":"https:\/\/foru.co.id\/id\/wp-json\/wp\/v2\/posts\/788"}],"collection":[{"href":"https:\/\/foru.co.id\/id\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/foru.co.id\/id\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/foru.co.id\/id\/wp-json\/wp\/v2\/users\/6"}],"replies":[{"embeddable":true,"href":"https:\/\/foru.co.id\/id\/wp-json\/wp\/v2\/comments?post=788"}],"version-history":[{"count":0,"href":"https:\/\/foru.co.id\/id\/wp-json\/wp\/v2\/posts\/788\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/foru.co.id\/id\/wp-json\/wp\/v2\/media\/3577"}],"wp:attachment":[{"href":"https:\/\/foru.co.id\/id\/wp-json\/wp\/v2\/media?parent=788"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/foru.co.id\/id\/wp-json\/wp\/v2\/categories?post=788"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/foru.co.id\/id\/wp-json\/wp\/v2\/tags?post=788"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}