Messaging Is Key

By Analytics

Critical components of marketing remain the adage of knowing your audience is more critical than ever

The adage of knowing your audience is more critical than ever. The average attention span of an adult is eight seconds. Adults spend, on average, eight seconds to determine if something is worth investing their time. Once they have their attention, information must be targeted to the consumer’s specific needs, whether it is the lowest rate, comfort during the travel or reliability of the airline. Sending the right message to the wrong people is just as ineffective as not sending a message at all. The advantage of digital marketing is the ability to harvest details about potential consumers without interrupting their natural usage of digital platforms.

Well placed banners, surveys, and ads embed brand recognition subconsciously. Determining how to spend digital media buying dollars can be difficult. Experienced digital marketing teams like Forward Media, use data analytics to determine where and when to spend marketing dollars for the best return on investment. Platforms like Facebook, Instagram, and Twitter allow for direct to consumer advertising and have the ability to encourage a direct response from the consumer. Airlines can post flash sales or the opportunity to experience upgrades and improvements to airline carriers. These posts and banners lead to direct booking on airline websites.

Digital Marketing is Effective Because It Can Be Data Driven

By Analytics

The big advantage that digital marketing offers professional services firms is the fact that everything can be measured

This includes clickthrough rates for ads, lead conversion rates, click to call rates, bounce rates, navigation path, and more. Firms use this data to build and scale their campaigns on a performance marketing basis.

There is no guess work involved in their campaigns. Firms are using advanced data analytics to dig deep into the behavior of their prospects and clients. This results in campaigns that are optimized from the inception of the leads all the way down to the point where the leads become clients. The level of precision allows firms to scale into larger digital media buying strategies.

A big part of what enables firms to get this level of data is the usage of advanced marketing automation/CRM platforms. Firms look for certain KPIs to assess digital marketing campaigns and make the necessary adjustments very quickly. The advanced marketing automation/CRM platforms also allow them to create follow up campaigns that use behavioral metrics, hyper personalization, and even machine learning to maximize conversion rates.