What is a media buyer to do? It seems like every day some trade publication is harkening the doom of online advertising due to ad blocking, fraudulent traffic, non-viewable impressions or some other crisis du jour. Are buyers simply helpless victims of an industry whose sky always appears to falling? Far from it! In fact, media buyers have as much influence as anyone in regard to establishing and maintaining confidence in the online advertising eco system. Here are 4 simple and vital steps they can take in this endeavor.
Every marketer knows that in order to communicate effectively, you need to select your channels depending on where your audience’s attention is focused. Several decades ago, this may have been print magazines, but in the digital era, people are glued to social media - particularly since the mass adoption of mobile internet in recent years.
In fact, there are now 2.789 billion active mobile social media users worldwide, and this figure will only continue to rise in the years to come.
Measuring the value of PR and marketing efforts on social media continues to be a pain point for many communicators.
In the broad strokes, most measurement initiatives proceed in three stages.
Ever wondered what you really need to measure in order to gauge your success on social networks? The social conundrum is that we often find it hard to report on the success of given initiatives, while at moments we get overwhelmed with a stream of stats and indicators, struggling to make sense of it all. Too much data, or not enough? Here are the key performance indicators (KPI) I typically focus on with my clients, so I hope you find this useful!
NOTE: These are metrics that ought to be followed by social media managers, in order to report progress and performance of given accounts on these social networks. It’s assumed these metrics must be aligned with business metrics, i.e. sales growth, increase awareness, generating leads, etc. but it isn’t the focus of this post.