It’s budget time again. If you’re in the middle of building a 2017 marketing strategy that’s bigger and “badder” than ever, you’re going to need some ammunition to build your pitch for driving your marketing team to success. This is the fourth in a series of four blog articles (Efficiencies Through Holistic Marketing Strategies, Programmatic Advertising is Dollars in Your Pocket, SEO is a Digital Marketing Building Block, and Bigger Budgets Means more Conversions) to help you pitch, defend or grow your digital marketing budget.
Maybe your focus is on growing your budget, not just keeping it. A visual that our VP of Digital Strategy, Katy Tonkin, likes to paint for clients shows that when you grow your budget, you are widening your funnel. That means more leads in and more conversions out.
Add Fresh Marketing Channels, Get Fresh Insights
You might think that adding more channels means adding more channels. But it turns out that adding additional channels means that channels bolster each other. The classic example of this is when you use paid search to quickly understand which messages are resonating and using that to inform your SEO strategy, but it happens in other places too!
Programmatic Advertising Insights
More information is being collected than ever. You can figure out which of your audiences is the highest performing, and there is no better way to do that than using programmatic advertising to do the heavy lifting for you. The intelligent audience testing means that programmatic advertising will show you your highest performing audiences. As an added bonus, you can apply those insights to other channels, like social media advertising.
Social Media Is Everywhere – Now Advertise
Social media channels are great for targeting key audiences that spend an increasing amount of time on social platforms. Pew Research Center [http://www.pewinternet.org/2015/08/19/the-demographics-of-social-media-users/] shares its insights into demographics for different platforms: Pinterest (women aged 18 to 49), Instagram (urban and suburban men and women aged 18 to 29), LinkedIn (men and women with college educations aged 30 to 64), and Twitter (men and women of various ethnicities with some college education aged 10 and 49). There’s opportunity for most advertisers in these audiences.
Expand into International Markets
If you’re not marketing internationally, why not start now? Discover a whole new customer base and an entirely different set of opportunities by expanding your market outside the US. Paid search is a great place to start here, but make sure you’re being smart in the way you approach it. Enlist experts to help you roll out these programs in the best way possible.
What do you do with extra marketing budget? Share with the group!
Get the whole scoop on Defending Your Marketing Budget with our handy eBook, coming soon (check back…)!