Everybody likes to receive praise, to be told that they’re doing their job well. By contrast, most of us bristle at criticism and would really rather not receive negative feedback. For today’s business owners, however, both of these outcomes are fairly common. Thanks to online review platforms—whether Facebook, Yelp, or Google—feedback can come at any time. The nature of that feedback can be hard to predict, but it’s always important to take it seriously. After all, online reviews have a major impact on your business’ online reputation.
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Generally speaking, consumers prefer not to blaze new trails. Rather than do something completely new, they’d prefer to follow in the footsteps of other buyers, sticking to those things that are tested and verified. This is fundamental human psychology; you probably wouldn’t want to be the first person to try a new medical supplement or diet product, for instance, but may feel far more confident about it if you know that other people have done it and had a positive experience.
Programmatic advertising has become a major area of focus in the advertising industry; it also happens to be something we discuss frequently here at the enCOMPASS blog. That’s because, quite simply, programmatic advertising is an effective way for brands to spread their message in an increasingly fragmented media landscape
It’s easy to be overwhelmed by search engine optimization (SEO). It seems like every day there are articles about new trends and techniques—and the fear that your brand is missing out, being left in the dust by competitors, can be very real. While it’s an exaggeration to say that there are new SEO methodologies every day, it’s true that the Google algorithms are constantly changing—and it takes a lot of effort just to keep up.
Connected TV campaigns—increasingly popular among advertisers in recent years—can offer a range of benefits. However, some of these benefits can be easier to identify than others. For instance, no one really doubts that connected TV advertising can improve brand awareness. When it comes to increased foot traffic to a retail store, however—well, there you’ll find greater skepticism.
Digital marketing has advanced considerably over the last few years, and there are still ongoing innovations afoot daily. It begs the question: Does something as tried-and-true as email marketing still have any place in your digital strategy? After all, email has been around for decades now—an eternity, compared with the short lifespans of social media sites—and it’s hardly seen as flashy or exciting.
The ultimate goal of any marketing campaign is to ensure that your business is “seen” by your target audience—that is, local customers who are interested in your products or services. In today’s world, that means focusing heavily on local SEO. Simply put, when nearby consumers conduct a Google search for local businesses, it’s imperative that they come across yours. That’s what local SEO is all about.
One of the most valuable programmatic bidding techniques is what’s known as header bidding. Header bidding is an advanced programmatic technique wherein publishers offer inventory to multiple ad exchanges simultaneously before making calls to their ad servers (mostly DoubleClick for Publishers). Header bidding gets its name because publishers offer ad space by placing a JavaScript code in the header of their website.
Over the past couple of years, the enCOMPASS team has been increasingly favorable toward programmatic ad buying—a method we’ve employed on behalf of many of our clients.
For years, fixed CPM has been the standard in digital ad-buying. This model allows advertisers to bid on impressions at a fixed cost per thousand, which is useful in some ways but limiting in others. For example, most auction-based ad platforms have prices that fluctuate day by day, hour by hour, even minute by minute, based on a whole host of factors. As such, it’s very difficult to know when you’re simply paying the best possible price, maximizing your ad budget.
