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Twitter has some basic demographic, interest and geographic targeting, but nothing that really sets itself apart. While traditional media such as television currently maintain a sizable lead in expenditures, forecasts indicate that digital-ad spending is closing the gap, growing from $32 billion in 2011 to $60 billion (80 percent of TV- advertising total) by 2017.1 And mobile-ad spending alone will account for 45 percent of all digital outlays by 2017.
Despite the surge in digital spending, the operational infrastructure required to make it work effectively (such as an agile IT architecture, automated processes, integrated business and IT capabilities) is painfully behind—even for those among the top 20 to 50 digital spenders in the world. Across many organizations, business units pursue their own digital strategies with an independent digital-marketing budget (for example, tied to a business unit or type of customer), leading to varying results and limited economies of scale. A typical company’s digital buy can have as many as 20,000 keywords and 10,000 display ads by size, type, and placement, each with individual performance information. However, several approaches?ranging from heuristics to survey data on the consumer decision journey to econometric modeling2?can enable companies to get a much clearer view of how digital channels affect analog ones (and vice versa). Best-in-class digital procurement relies on keeping up to speed with the latest innovations in the market (for example, real-time bidding) but also enforcing a unified cost model that all agencies use so that companies can clearly compare products and make better decisions.
Today it’s harder than ever to manage people but you can become a better manager simply by treating your employees as valuable people instead of numbers in a spreadsheet. Marketing Quotes“The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself.” ~ Peter F. External agencies are often hired to optimize different areas of digital marketing–for example, the agency handling the paid search budget may be different from the agency advising on organic search-engine optimization (SEO).


In such a data-rich environment, in-depth analysis at the granular level can identify significantly more value by uncovering both good and poor performance than reliance on misleading averages.
By analyzing web triggers and web behavior and linking it to purchase behavior (both online and offline), they discovered that digital ads were driving about 0.4 orders in other channels for every order they drove online. In the rush to boost returns from paid media, companies often overlook the significant value that can be captured by maximizing the value from owned media (such as a company website) and earned media (such as a blogger writing about your product).3 When managed properly, this category can help reduce the need for paid media, driving higher ROI in the process.
In order to post comments, please make sure JavaScript and Cookies are enabled, and reload the page. For example, you can target anyone following certain Twitter accounts or anyone searching for certain hashtags.What does this mean for you?Twitter is all about events happening in real-time.
This approach means that key decision makers spend more time trying to coordinate efforts and rationalize competing budget requests, often preventing them from having a unified view on how to allocate the company’s digital-marketing spending. For example, one of the hottest things this week is the new Star Wars trailer (which you can watch here). If you wrote a blog post for your site that breaks down the trailer second by second with in-depth analysis then you can advertise using the #StarWars hashtag. Anyone searching for Star Wars-related tweets would easily be able to find your content.You can also target people who follow the Twitter accounts of George Lucas, Mark Hamill (Luke Skywalker), Carrie Fisher (Princess Leia), and so on to make sure the right crowd sees your tweets. If you want to be extra sneaky, you can use this to target your competition to try and steal their followers!Silver Medal: FacebookFacebook’s targeting gives you a lot of control over who can see your advertisement.


Facebook allows you to segment by age, gender, interests, and behaviour.What does this mean for you?Facebook is a solid second place with its advertising platform. You CAN target followers of certain pages, but it’s not as robust as the Twitter system.Facebook, however, earned its silver medal by having a solid range of targeting functions. While their targeting system is top-notch, LinkedIn ads work the best if you’re selling professional services to other businesses.What does this mean for you?Have a new analytics software that will change the face of marketing? LinkedIn can specifically target marketing executives of medium-sized companies in your local area making at least $60k a year.
If you want to get the most out of your advertising budget, you need to understand which is the best online advertisement for your immediate needs.Note that this is our personal experience and opinion. LinkedIn can target all accounting students in your specific university with a proficiency in financial accounting.Though LinkedIn has a smaller audience compared to the other three platforms, it gives the advertiser the most targeting power.Want to know which ad platform is the best for your business?



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