25 June 2020
Marketing professionals are inundated with data. We have economic indicators, demographics, web analytics, SKU mixes, pivot tables to compare trendlines and dashboards to keep track of whatever random statistic the boss or the board is likely to ask about next. We’re confirmed believers in the science of marketing. The data revolution has given us access to consumers and business decision makers—not only where they collect information, but also when they’re ready to consider a purchase. Talking to the right person at the right time is only as effective as the message you deliver when you reach them. This is why there will never be too much creative talent in advertising. It has to be relevant, useful and all the other important marketing jargon we use every day, of course. But it also needs to play to the unconscious expectations of the buyer: What do they *really* want … aside from a new pair of sneakers or whatever? Why this style or this brand? If you own a car, why did you pick that particular make, model and trim package? (Not the reasons you tell your partner, but the other reasons?) Chances are it had as much to do with how you feel about driving it, being seen in it, or even telling people what kind of car you drive as it did with gas mileage or towing power. When Lee Iacocca launched the original Mustang at Ford in 1964, he had a novel suggestion for sales managers at their network of dealerships. Several days after the sale, he recommended calling the new car owner and asking them one simple question: “What do your friends think of your new Mustang?” Because it makes a difference. Subscribe to our blog to get updates when new posts are available.
19 June 2020
Consumers adapted to COVID-19 restrictions in many different ways—and marketers have had to shift gears with them. It’s more than demand moving to no-contact pickup and delivery options. Buying habits have changed quickly, with people purchasing more of some staples (see: Toilet Paper, Booze), and spending less on other things like hair products … and pants. Some of these changes will disappear as quickly as the social distancing markers on the floor at your grocery store. Others might stick around in different forms. As our Natalie Shawver pointed out a couple of weeks ago, there are more than a few we wouldn’t mind keeping. Our client Holman RV is seeing that play out right now. Families eager to maintain the tradition of summer travel are increasingly seeing travel campers and other recreational vehicles as a way to tour the country in a more controlled environment. Will the market stay this strong forever? Probably not. But a lot of families are having a new experience because of the crisis. They’re trying new things and, as marketers, we’re all on notice to pay attention to their evolving preferences. Because it’s a safe bet that many of them will keep some of those preferences, even when the signs and the masks are gone. http://stgregory.com/wp-content/uploads/2020/06/Jun-20-COVID-RV-sales.mp4 This post is part of a series on marketing during and after the pandemic. To read the others, follow this link.
11 June 2020
In this series of posts, I’ve addressed some of the reasons why what Google Analytics reports may not align with the numbers you’re receiving from advertising partners. In this edition, I’ll address two more potential causes that may be more difficult to resolve. Clicks Counted as Direct Traffic A lot of display ad traffic happens on mobile devices, specifically in apps. This can be problematic because when a user clicks an ad in an app, their browser has to open—the website doesn’t open within the app. Sometimes, Google Analytics gets confused about where this user came from and just dumps them in the “direct” traffic bucket. In other words, Google Analytics thinks, “Hey, this person just opened up their browser and went directly to this website.” It isn’t able to see that they really came from an app, specifically an ad within an app. This recently happened to one of our clients. A long-standing vendor reported 17,833 clicks for a given campaign. During that same time, Google Analytics was only attributing 5,734 users to that vendor. That’s a discrepancy of almost 68 percent—far larger than what we had ever seen from this vendor. Closer examination showed that this client had a HUGE number of direct visitors for the campaign period. The number of direct users was about nine times higher than the site average. After accounting for all of the previously mentioned reasons for a discrepancy and talking to the vendor, we determined that Google Analytics had been counting in-app clicks as “direct” traffic. This had not happened in previous campaigns. We told the vendor to stop serving our ads in apps and we’ve since seen a much smaller discrepancy between the vendor’s report and Google Analytics, as well as normal levels of direct traffic. Is It Fraud? If you’ve ruled everything else out, it’s sad to say, but there could be fraudulent activity going on. There are two possibilities: There were invalid clicks on your ad. Most ad servers have safeguards in place to filter out invalid clicks (like those by a bot). Typically, your vendor will deduct these invalid clicks from the total in your report. However, Google Analytics reports all users. This is an instance where the number of Google Analytics users may be higher than the numbers reported by your vendor. Your vendor has inflated the number of clicks. This could be some kind of glitch with their reporting system OR an intentional action to make the campaign appear to have performed better than it did. It’s a sad truth, but there are vendors in the marketplace who are less than reputable. It’s not the most frequent reason behind reporting discrepancies, but it does happen. By understanding the logic behind the reports your web team and your vendors are delivering, you will be better equipped to protect your budget and yourself. This post is part of a series on digital marketing analytics. To read the others, follow this link.
03 June 2020
Author: Natalie Shawver
Over the past three months, we’ve seen the world change drastically. We’re wearing masks in public, helping our children round out their school year virtually and becoming accustomed to the “new normal” of social distancing—in almost every capacity. Brands and businesses have exhibited sheer determination and utter brilliant displays of nimbleness—and frankly, we’re impressed. So impressed, in fact, that we’re hoping much of it sticks around. Whether it’s contactless Pizza Hut deliveries or curbside pickups from Kohl’s, social interaction has shifted. No longer do we have to physically engage with someone behind a register for our goods and services. Send a text, wait in your car and the item will be deposited into your trunk. Wave goodbye to the retail associate and be on your way. Easy peasy. Businesses have proven, again and again, that they can put the customer first throughout the recent COVID-19 crisis. Amping up email marketing with “don’t worry, we’ll come to you!” messages and social media updates (new hours, specials or dedicated shopping times for at-risk individuals) are what we’ve come to expect. Quick virtual chats with our doctors means less time twiddling our thumbs in waiting rooms. Online grocery orders with a specific pickup time have become the highlight of our weekly to-do list. Librarians bringing books to our vehicles instead of making us search the hold shelf ourselves … glorious. So the question becomes, what remains? Does the general public expect this no-touch-minimal-interaction to be a thing forever? Perhaps. There’s no denying much of the recent purchase process modifications has given us our time back—but it’s also shifted our focus back to the basics. Consumers have a need; companies rise to meet it. The days of someone filling up our gas tank are long gone … or are they? What about milkmen delivering straight to your door? Hmmm … seems eerily familiar. Has the pandemic simply made us return to the level of service we (or our grandparents) once were accustomed to? The time when the customer’s needs came first—and that made for happier, more loyal, more satisfied customers … which therefore meant more business? Maybe. The touchpoints may be slightly different, but the journey remains the same. Hermits, germaphobes, clock-watchers and the like aren’t complaining about this added layer of instant gratification we seem to be living in. Amazon may have been ahead of its time with Prime, but the rest of the world bent over backward to stay in business and think outside the box. Kudos to operations teams everywhere. Our economy has stayed afloat thanks to your inventive and ingenious ways. And bravo to all those making it come to life. We’re saluting you with our mobile Starbucks order while we run weekend errands without ever stepping foot inside a store. This post is part of a series on marketing during and after the pandemic. To read the others, follow this link.