Omnichannel Media
Optimize Reach Whether Your TAM is 200 or 2 Million
Plenty of agencies know the speeds and feeds of media and the three-letter acronyms that go with it. Let’s focus on CPC, CPM, CTR, CPA, CPL, and ROAS. A little more basic? Where are my impressions, engagements, and conversions? Is paid social driving more engagement than our organic efforts? What businesses really want isn’t to “do media.” They want to target their TAL and repeat the things that reach specific, unique, and sometimes elusive audiences to drive relationships and revenue.
Can Somebody Please Change the Channel?
The beautiful thing about omnichannel solutions (and media professionals who have worked in all of them) is that you can try anything. If you’ve been a traditionalist and now want to try a programmatic test or account-based marketing, let’s embrace change. If you’ve been pouring money into paid search for years because you didn’t think engineers or “insert title here” could be reached with paid social, let’s test it. Who says B2B has a face for radio? If you thought being a B2B business took TV forever off the table, have your own Superbowl moment with Connected TV, and then get extra lift with YouTube or OTT advertising.
KPIs: Is 1% Really Good or Sort of Bad?
John Wanamaker was famous for saying, “Half the money I spend on advertising is wasted; the trouble is I don’t know which half.” The good news came too late for John, but for businesses today, a smart testing methodology can help find the truth. We work to test, learn, and help you know in days and weeks—or sometimes months depending on the pace and duration of a sales cycle—which paid media strategies are worth crowing about. We can help determine whether a KPI is good, bad, or, as yet, inconclusive. For example, a 1% conversion on 10,000 prospects for a 50-dollar offering may be bad when 1% of a 1,000-prospect pool for a $50,000 offer is amazing.