PPC campaigns – Armorthane Marketing http://armorthanemarketing.com/ Tue, 22 Jun 2021 00:07:26 +0000 en-US hourly 1 https://wordpress.org/?v=5.7.2 https://armorthanemarketing.com/wp-content/uploads/2021/05/cropped-icon-32x32.png PPC campaigns – Armorthane Marketing http://armorthanemarketing.com/ 32 32 Do paid social networks have a place in the advertising of fashion brands? | Click Marketing | Open mic https://armorthanemarketing.com/do-paid-social-networks-have-a-place-in-the-advertising-of-fashion-brands-click-marketing-open-mic/ https://armorthanemarketing.com/do-paid-social-networks-have-a-place-in-the-advertising-of-fashion-brands-click-marketing-open-mic/#respond Mon, 21 Jun 2021 14:49:43 +0000 https://armorthanemarketing.com/do-paid-social-networks-have-a-place-in-the-advertising-of-fashion-brands-click-marketing-open-mic/ Social media is an ever-changing environment, with users spending several hours a week on their social platforms. Each platform has its own distinct ‘personality’, which means that users go there for a specific reason whether they are aware of it or not. Being inspired and sharing content is becoming more and more popular – Instagram, […]]]>


Social media is an ever-changing environment, with users spending several hours a week on their social platforms. Each platform has its own distinct ‘personality’, which means that users go there for a specific reason whether they are aware of it or not.

Being inspired and sharing content is becoming more and more popular – Instagram, TikTok, and Pinterest being notable as platforms where influencers can make (or break) a brand’s reputation. While many industries see the benefit of products showcased on social media, the fashion industry in particular thrives on influencers (and small users) showing off their clothes in a real lifestyle setting.

But where does paid social advertising fit into this?

Whereas in the past paid social media was seen as a small branch of the PPC business, the native feel of paid social ads, the audience targeting advertisers that advertisers can reach, and the preparation for a standby audience to be inspired should be every advertiser’s dream. Therefore, it is crucial for fashion brands to have a paid presence on social media platforms, to enable them to reach new inspired users, as well as to engage with their loyal customers.

Public

As a fashion brand looking to target specific audiences, you can reach the audiences you want with near perfect accuracy on paid social media, whether it’s prospecting or retargeting, reaching users at all. the phases of the funnel. You are able to expand your existing customer base and interact with those who have recently purchased to attract them with other products. The platform’s algorithms are sophisticated enough to be automatically optimized for the users most likely to interact with the content, and the visual nature of most social platforms gives brands a chance to engage with the content. culture and aesthetics of the brand.

Granted, there are a lot of recent changes coming from the new iOS update that tracking may not be as accurate as it used to be, but platforms have put things in place to combat this and ensure that ‘they’re still useful places for brands – like the Conversion API for Facebook. Regardless of updates and changes, social media platforms will always be a great place to develop that initial awareness and nurture ongoing relationships with customers. It is important to focus on inspiring users as they can come back and convert through another channel like PPC.

If paid social media weren’t included in a fashion brand’s marketing mix, then a huge audience is missing from the brand, and therefore missed potential. A full funnel approach is recommended – where you will reach users at every stage of their user journey – but it’s important to remember that at each stage, users do different things;

  • Awareness is all about maximizing reach for you to grow your brand and connect with new and existing customers.
  • Consideration is where you reach out to those in the market to drive them to the site and interact with the content.
  • Converting is where you’ll primarily focus on retargeting – really pushing those metrics down the funnel to those who are interested.

Tendencies

It is important for any brand to keep abreast of trends, especially on paid social media and absolutely on fashion! For example, clothing races are all the rage right now on multiple platforms, and brands are jumping at the chance to showcase a range of their clothing in native content. Using trends helps engage with users, as people will react to content they can relate to and are familiar with – seeing real people wearing brands they love, or even being introduced to new brands. , gives them real examples of people wearing a brand’s clothing and therefore helps them visualize how they would look at themselves. With social media, brands can easily reach influencers, which has been shown to increase engagement rates, especially as users see people they follow and trust wearing clothes.

Aligning with trends also increases brand presence, as a brand is able to jump on viral trends like TikTok. This will help maintain user engagement with the content and increase the number of organic subscribers, which will help develop a similar audience for potential users to use. While staying on trend can be seen as an organic strategy, taking a strong example of a trend and promoting it as part of a paid campaign means that you are now running an ad that people recognize, relate to. and actively enjoy.

Creations

Perhaps even more on paid social media than other channels, keeping content up to date for users is essential to avoid ad fatigue and increase user engagement. Harnessing seasonal events keeps users interested in content and gives fashion brands the opportunity to show off their products in relevant lifestyle contexts. More recently, we saw the pride celebrated in june, and a lot of brands have jumped on this trend and come up with tailored content around it.

Including offers in your designs will also help drive engagement. It is recommended to align with platform best practices and create tailored content for each platform, as they each have a different purpose (rethinking how users visit each social channel to a specific reason). For example, on TikTok, it is recommended that you create native-looking content as it sits more naturally in a user’s flow and will help fashion brands showcase their products seamlessly with other similar content. .

On Instagram, you can use the IG Story poll option – this can be a great way to increase engagement while learning what users prefer. For example, a fashion brand could include two different colors of the same garment and see which one users prefer – this is an opportunity to make their brand interactive, and also provides valuable data on customer preferences!

Videos are essential, especially those that include full product images. Include these 360 ​​tricks and have models / influencers walk in clothes to bring your products to life. Offer the user a strong experience to really immerse themselves in the garment / accessory. You can then use video retargeting within your marketing funnel on each social platform.

However, as with any content creation strategy, stats are always as important as creation, so it’s critical to remember them. You should examine, analyze, and sift through your data to see what content is working for your brand on each individual platform, to inform your content strategy going forward. For example, flatlays can work well on Instagram and Pinterest without necessarily being strong elsewhere. When trying out new techniques, this is a good time to experiment with what users engage with the most, and use testing and learning approaches.

Develop your presence

Any fashion brand that successfully uses social media to build their image will use both organic and paid approaches. It is important that these two elements have a strong presence in your marketing strategy. If someone interacts with an ad and then clicks on the profile to experience the movement, it’s critical that the brand presence is there to really engage and engage the user. Social users are unlikely to convert on the back of a sponsored post, and if you direct them to a low profile compared to your paid creation, the image you tried to build through your paid social strategy will be weakened. or even disappeared. completely.

Sticking to best practices and having solid designs that are regularly updated will really help you. We’ve mentioned influencers before, but it’s essential for a brand to think about all promotions / contests. Brand Ambassadors are also a great way to build a smaller fashion brand’s presence and get your hands on that all-important lifestyle content. It’s about putting the consumer first and thinking about what they would like to see.

Paid social network for fashion brands

From audiences to creatives, social media platforms can really help leverage a fashion brand’s online presence, but need to be used properly to maximize their impact. As an all-visual format, it’s so important to include paid social media advertising in your marketing mix to make sure your brand is seen. It is also essential that the brand does not just focus on ROI, as some of the top funnel campaigns will not focus on this metric and should instead focus on laying the foundation for building an audience. easily engaged. When it comes to fashion, it’s essential for brands to develop their presence, brand awareness and elevate their image – and for that, there is no such thing as paid social media.

Amy Cox is a paid social specialist for Click Marketing, working across all social platforms to create digital growth for fashion, interior, B2B, healthcare and real estate brands. Prior to that, Cox worked at iProspect, managing the paid social business for brands such as Debenhams, British Airways and Santander.



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Marketing assistant – PPC / SEO / Pardot job, Johannesburg, Rosebank https://armorthanemarketing.com/marketing-assistant-ppc-seo-pardot-job-johannesburg-rosebank/ https://armorthanemarketing.com/marketing-assistant-ppc-seo-pardot-job-johannesburg-rosebank/#respond Mon, 21 Jun 2021 13:25:00 +0000 https://armorthanemarketing.com/marketing-assistant-ppc-seo-pardot-job-johannesburg-rosebank/ Remuneration: Linked to the market Benefits: Negotiable Location: Johannesburg, Rosebank Type: Permanent Reference: # 21046 Company: Datafin recruitment ENVIRONMENT: If you are passionate about all marketing with a TOC nature down to the smallest detail, then a dynamic provider of software solutions, services and training in Joburg wishes you as the next marketing assistant. You […]]]>


Remuneration: Linked to the market
Benefits: Negotiable
Location: Johannesburg, Rosebank
Type: Permanent
Reference: # 21046
Company: Datafin recruitment

ENVIRONMENT:

If you are passionate about all marketing with a TOC nature down to the smallest detail, then a dynamic provider of software solutions, services and training in Joburg wishes you as the next marketing assistant. You will work with senior management on all facets of traditional and digital marketing. The ideal candidate should have at least one year of hands-on marketing experience in traditional and digital marketing and marketing automation, messaging tools or Google. You should be proficient in Google Ads, LinkedIn Campaign Manager, and Facebook Business Suite, a solid understanding of SEO, statistics management, writing skills, and graphic design skills. Any experience with WordPress, Adobe CS, Pardot, CRM (Salesforce) and website development will prove beneficial. Please note that this role is not remote and you will be based in the office.

Functions

  • Marketing Reports – Prepare accurate reports on the overall performance of various traditional and digital marketing campaigns.
  • General Marketing Administration – Organization of events, staff / company events.
  • Ad Hoc Tasks – Provide daily assistance to the Head of Marketing, Event Planning, Photography, Video Editing.
  • Website Development and / or Administration – Create, upload and manage website content.
  • Social Media Management – Content creation, management of advertising campaigns and budgets.
  • Digital Mailers – Create copies and artwork to create and distribute digital mailings.
  • Digital Marketing Administration – Deploy and manage digital marketing activities including Google AdWords, PPC, SEO, and Google Analytics.

Qualifications

  • Grade 12 / matrix certificate.
  • A business degree / certificate in marketing is highly preferred
  • Google Certified.

Experience / skills

  • At least 1 year of practical marketing experience in digital and traditional marketing, including techniques and technologies.
  • Strong knowledge of digital marketing platforms and technologies, i.e. Google Ads, LinkedIn Campaign Manager and Facebook Business Suite.
  • Experience with Google Ads spend and performance setup and optimization would be preferred.
  • Strong understanding of SEO, Google advertising, stats management, and content creation.
  • Experience setting up and managing marketing emails and automated journeys.
  • Microsoft Office software packages (PowerPoint, Excel, Word).
  • Strong writing skills.
  • Knowledge of graphics.

Advantageous

  • WordPress, Adobe CS and an email marketing tool.
  • An understanding of CRM (Salesforce) and Pardot would be preferable, but not essential.
  • Website development.

Attributes

  • Excellent time management and ability to meet deadlines.
  • Ability to take responsibility for tasks.
  • Be ready to work in a team and support colleagues.
  • Innovative and creative problem solver.
  • Excellent communication and interpersonal skills.
  • Creativity focused on results.
  • Very organized with a good sense of detail. Someone with TOC tendencies will fit in perfectly.
  • Very creative with excellent analytical skills.
  • Understands that Star Wars is more than a movie.

While we would really love to respond to every application, if you are not contacted for this position within 10 business days, please consider your application unsuccessful.

When you apply for jobs, make sure you have the minimum requirements for the job. OnlyCitizens of South Africa will be considered for this role. If you are not at the location listed for any of the jobs, please note your relocation plans in all job applications and correspondence. Please send a Word copy of your CV to target = “_ blank and mention the reference numbers of the work. We have a list of jobs on http://www.datafin.com. Datafin IT Recruitment – Jobs in Cape Town.

Posted on Jun 21, 3:25 PM



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From Google to the University of Edinburgh, the best online courses in digital marketing https://armorthanemarketing.com/from-google-to-the-university-of-edinburgh-the-best-online-courses-in-digital-marketing/ https://armorthanemarketing.com/from-google-to-the-university-of-edinburgh-the-best-online-courses-in-digital-marketing/#respond Sun, 20 Jun 2021 05:30:33 +0000 https://armorthanemarketing.com/from-google-to-the-university-of-edinburgh-the-best-online-courses-in-digital-marketing/ Digital Marketing has been one of the most favorite courses for working professionals for quite some time now. Digital is going nowhere and the reach of using the reach of the online space for personal gain can blow up any business. From website owners and bloggers to people with small physical stores looking for more […]]]>


Digital Marketing has been one of the most favorite courses for working professionals for quite some time now. Digital is going nowhere and the reach of using the reach of the online space for personal gain can blow up any business. From website owners and bloggers to people with small physical stores looking for more customers, everyone needs digital branding. Here are some handpicked courses that can help you gain experience in the best practices of the trade in a short period of time –

Fundamentals of digital marketing by Google

Ideal for recent graduates and early-career professionals, this program helps learners master the basics of digital marketing. The free online course will include hands-on exercises and real-life examples to help turn knowledge into action. No prior knowledge of digital marketing is necessary. Self-study consists of 26 modules and can be registered on Google Digital Unlocked.

The Complete Digital Marketing Course – 12 Courses in 1 by Udemy

With over 20 hours of training, quizzes, and hands-on labs, this 22.5-hour course will cover 12 major online marketing topics including SEO, YouTube Marketing, Facebook Marketing, Google Adwords, Google Analytics, WordPress , editorial staff and many others. The course is available for an amount of Rs 8,640.

Digital Marketing Specialist by Simplilearn

This course will cover various areas such as Search Engine Optimization, Social Media, Pay Per Click, Conversion Optimization, Digital Analytics, Content, Mobile and Email Marketing. After the course, candidates will be industry ready and know how to use the latest tools. In addition, the course includes masterclasses from the Facebook team. The 200+ hour course will include live interactive sessions, projects and case studies.

Become a digital marketer – Udacity

Through this course, candidates will learn how to create marketing content, use social media to amplify their message, make content discoverable in search, run ad campaigns and advertise on Facebook, learn how display and video ads work and how to market via email as well as to measure and optimize with Google Analytics. The three month course is available for Rs 19,419 per month.

Digital Marketing Strategy by University of Edinburgh

This course will equip candidates with practical digital marketing skills to help you start a business. It will also teach how digital technologies can be used to help businesses identify opportunities and minimize risks. Case studies will be conducted to demonstrate how digital supports business goals and how it can differentiate companies. The eight-week course is available free on edX.

Advanced Certificate in Digital Marketing and Communication by upGrad

The course curriculum contains SEO, SEM, Social Media and Content Marketing, Branding, Marketing Analytics and is best suited for freshmen, traditional marketers, entrepreneurs, managers brand and communications and sales professionals. A bachelor’s degree or equivalent degree is required to apply for the course. The course starts June 30 with a starting fee of Rs 3,198.

Digital Marketing Specialization – University of Illinois

The course will cover topics such as digital marketing analysis, search engine optimization, social media marketing, and 3D printing. At the end of the course, candidates will acquire a new set of stories, concepts and tools to create, distribute, promote and price products and services digitally. The four-week course can be registered for free at Coursera.

Read all the latest news, breaking news and coronavirus news here



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Beginner’s Guide to Affiliate Marketing https://armorthanemarketing.com/beginners-guide-to-affiliate-marketing/ https://armorthanemarketing.com/beginners-guide-to-affiliate-marketing/#respond Sat, 19 Jun 2021 07:29:11 +0000 https://armorthanemarketing.com/beginners-guide-to-affiliate-marketing/ Use your platform to be “the brand ambassador” and earn money in the field that interests you If you’ve heard all the wonderful things about affiliate marketing and how you can make money while you sleep, then this article can help you get started. Remember, those who sell a product need brand awareness and marketing […]]]>


Use your platform to be “the brand ambassador” and earn money in the field that interests you

If you’ve heard all the wonderful things about affiliate marketing and how you can make money while you sleep, then this article can help you get started. Remember, those who sell a product need brand awareness and marketing makes that possible. Just as Amazon founder Jeff Bezos says that “your brand is what others say about you when you’re not in the room,” marketing is the only way to increase brand awareness, generate sales, generate leads, etc.

Effective marketing always takes off with a well-planned strategy and affiliate marketing is one such example. According to a survey conducted by Rakuten advertising in 2016, over 80% of advertisers have an affiliate program in place and over 10% of their marketing budget has been allocated to affiliate marketing.

What is Affiliate Marketing?

Affiliate marketing is one of the online marketing strategies or advertising model that helps the merchant (offering the product) increase their sales or get leads through third party publishers (affiliates). Much like a commission-only sales representative, affiliates earn a commission for promoting the product based on an incentive structure.

So if you are the publisher – an affiliate partner – the merchant who wants to promote their products or services, you are paid for the sales they make, for example Amazon, which is the first company to introduce affiliate marketing. They started the idea of ​​the Affiliate Program (Associate Program) which allowed publishers to sign up and link to Amazon products on their blog or website. In short, an affiliate is an ambassador for the brands they endorse and therefore your public reputation must be exceptional.

How to start affiliate marketing?

You can become an affiliate marketer for one or more products of one or more brands at a time. This is a great way to monetize your blog or website by promoting and marketing the products to website visitors (potential buyers) and making money.

So, to begin with, there should be a merchant, an affiliate network, a publisher (you or your business) and the consumer. You can sign up for the Amazon Affiliate Program which connects you with businesses (merchants) who want to promote their products or services. A publisher can be a blog, website, smartphone app, e-commerce platform, social media channel, or browser extension that generates significant traffic to be able to promote and sell products using it. affiliate marketing.

While there are many affiliate networks linking publishers and advertisers around the world, the top five include ShareASale, Awin, CJ Affiliate, and Rakuten Marketing.

How to do it?

To begin with, as a publisher you should focus on increasing blog or website traffic and therefore:

  1. You have to have a platform, to begin with, that will help you make money. It could be a video sharing platform like YouTube, blog, website, or even Instagram, it’s a great way to start these days. With 6.7 million people blog and around 12 million social media posts, it shouldn’t be a hard choice to make!

  2. Select a niche that best matches your interests, for example, if you have an eye for fashion, you may choose to focus only on clothing and accessories.

  3. Then start with product videos or reviews based on your niche, through your preferred platform. For example, you can create a YouTube shopping video for fashion products, smartphone unboxing with the review or review of a makeup product, etc.

  4. Create high quality content and make sure the affiliate links flow spontaneously and don’t seem forced. For example, when researching the best affiliate programs, look for available brands, percentage of commission, etc.

  5. Drive consistent traffic to your website by:

  • Build a better customer relationship with email marketing which helps you connect with them to promote your content and thus increase the chances of sales. Hence, start collecting emails.

  • Sign up more readers through your blog or website subscriptions and host partnered webinars to grow your email list and accelerate sales.

  • By paying to increase traffic, for example, join Pay Per Click (PPC) affiliate programs, implement SEO to rank high in search engines and improve your income.

  1. Sign up with an affiliate network.

  2. Select the product that you think your audience can relate to.

  3. Access reporting tools and analytics to track your progress on promotional campaigns.

While it is good to have a blog or website to start with affiliate marketing, as it has been tradition, it is not required. There are different techniques that can help you start making money from affiliate marketing, for example, solo ads, join and start posting in online communities and forums, through an eBook, YouTube PPC marketing, using content publishing platforms like Medium, social media, etc. at.

If you have the willpower to make money with affiliate marketing, now is the right time to start. At the same time, like any other business, it needs your commitment with your time and money. Therefore, before you bet your lowest money in affiliate marketing, be sure to do your research.

The author is a technology columnist

DISCLAIMER: Opinions expressed are those of the author and Outlook Money does not necessarily endorse them. Outlook Money will not be responsible for any damages caused to any person / organization directly or indirectly.



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Director, Audience Development and Growth Marketing https://armorthanemarketing.com/director-audience-development-and-growth-marketing/ https://armorthanemarketing.com/director-audience-development-and-growth-marketing/#respond Fri, 18 Jun 2021 19:25:17 +0000 https://armorthanemarketing.com/director-audience-development-and-growth-marketing/ Status: Full time Reports to: CEO Location: Santa Cruz, California Job Description Lookout’s mission is unusual for a newspaper company: to help make our communities a better place for all who live there. Therefore, strong public engagement – both to drive our community improvement mission and our business model – is fundamental to Lookout’s new […]]]>


Status: Full time

Reports to: CEO

Location: Santa Cruz, California

Job Description

Lookout’s mission is unusual for a newspaper company: to help make our communities a better place for all who live there. Therefore, strong public engagement – both to drive our community improvement mission and our business model – is fundamental to Lookout’s new model.

Reader engagement, satisfaction and revenue drive the work of our entire team. The Director of Audience Development and Growth Marketing embraces Lookout’s model and the critical journalistic mission it supports, and has the strategic and tactical skills to bring it to life, both through newsroom and income functions.

Building on a first six months of success, the Director of Audience Development and Growth Marketing spearheads our full audience lifecycle strategy, from identifying qualified audiences and their appeal, to building relationships healthy with readers creating habits and ultimately promoting the growth of paid subscriptions, which puts Lookout on the path to rapid audience-backed success.

This role works closely with Lookout’s newsroom and sales teams, focusing on two key areas:

  1. Lead audience development, work and collaborate with the newsroom. The Daily Goal: Identify new key audiences to reach and build two-way relationships with the wide range of readers Lookout serves, matching how they want to read with what they want to read, using and prioritizing all digital tools available;
  2. Leads our full audience funnel strategy, driving new readers back to Lookout, converting engaged users into paying members, and accelerating our rapid path to audience-driven sustainability.

Ideal candidates have a deep understanding of digital marketing best practices and trends, coupled with audience development and newsroom experience, and thrive in a collaborative work and startup environment, connecting the room drafting and revenue operations to streamline growth. The Director of Audience Development and Growth Marketing has a critical seat at the table, working across the Lookout team to develop strategies and tactics that help us thrive and grow, starting through our Santa Cruz launch market, then beyond.

Candidates are highly organized, with the ability to transform data into information that translates into actionable projects and optimization plans. A proven track record of driving public demand through pay and owned digital channels, managing budgets and generating reports is a must. Flexibility and collaboration within a quickstart environment are essential. A passion for Santa Cruz and a keen interest in local media is a plus.

What you will do: focus on three connected areas

Reader-centered audience development and community engagement

  • Work with and within the newsroom to further develop our audience development strategy that is inclusive, reader-centric, and community engaging. Advocate for a responsible, data-driven newsroom culture that learns and makes smart choices to deepen reader engagement and deliver new views.
  • Using community feedback, data analysis and market research, extend Lookout’s reach and impact across Santa Cruz County by identifying audience segments with unmet needs that Lookout can connect. Focus on underserved and / or neglected audiences that Lookout can best serve to fulfill its mission as the county’s primary source of information.
  • Collaborate with the newsroom to extend editorial content more in-depth to target communities and audience groups, increasing engagement with Lookout. Develop a comprehensive set of practices for using effective audience development techniques and channels to connect with audiences wherever they are, on and off Lookout.
  • Build playbooks and training manuals around an established set of Lookout audience development standards, educating the newsroom and the entire company about it, with action plans for correspondents engaging communities (geographic, interest-based, etc.) to include the voices of readers in Lookout’s editorial planning and product development, and mainstream audience feedback as an ongoing practice.

Digital marketing and member acquisition and retention

  • Increase readership and membership.
  • Provide day-to-day leadership and own Lookout’s membership acquisition funnel and success metrics (KPIs: returned users, email subscribers, membership units and revenue, etc.).
  • Work closely and strategically with our relevant partners, including Second Street, BlueLena, Active Campaign and Pico.
  • Create, coordinate and manage the execution of digital marketing campaign strategies including, but not limited to: paid search, paid social media, search engine optimization, content syndication. Manage relationships with key vendors to understand competitor strategies and new testing opportunities, ensuring our team remains at the forefront of innovation.
  • Connect the functions of audience development and digital marketing into a streamlined growth plan, where each supports and accelerates the other (keeping in mind that while jobs are closely related, they are also distinct).
  • Report on monthly and quarterly numbers for all critical growth KPIs Lead creative testing and strategy, working closely with stakeholders and design teams to ensure all of our campaigns have the best chance of success.

Collaboration

  • Be a collaborative and committed member of Lookout’s founding team, providing expertise in the area of ​​digital marketing (email newsletters, social media marketing, paid marketing programs and other channels), audience development and membership / subscriber development.
  • Collaborate with editorial, sales and creative teams to create campaigns, test new channels and develop newsroom-centric programs that increase audience and member / subscriber base
  • Encourage collegial, creative and transparent audience development and marketing culture by regularly sharing data, reporting and audience understanding.

Experience required

  • 3-5 years of digital marketing experience in a direct-to-consumer or media business, with a focus on acquisition, including hands-on experience in paid campaigns, newsletter management, and conversions from members / subscribers
  • Experience in setting up, managing and optimizing campaigns, in particular managing paid marketing (display, PPC, social) for customer acquisition
  • In-depth knowledge of digital acquisition marketing, audience targeting, social platforms and paid media attribution
  • Experience with mission-critical technologies including subscription / membership management platforms, marketing automation, CRMs and ESPs preferred
  • Experience in event marketing (virtual and / or in person) is a plus

Skills

  • Ability to create and document processes across departments and systems
  • Ability to build and foster strong relationships with internal stakeholders and external audiences and partners
  • Great attention to detail and the ability to manage multiple projects simultaneously
  • Excellent written and verbal communication skills
  • Excellent data analysis skills and testing and learning mindset
  • Experience creating offers and landing pages in a CMS or other platform; A CMS experience is a plus
  • Google Publisher Suite (analytics, tag manager, ad server); Audience development experience required (Google Analytics, Chartbeat, Parse.ly, Adobe Omniture)
  • Experience as a courier service provider
  • CRM experience (Pico, HubSpot, Salesforce, etc.) preferred

Benefits and application

The Director of Audience Development and Growth Marketing is a full-time employee of Lookout Local. We offer competitive benefits.

Lookout Local is an equal opportunity employer. All qualified applicants will be considered for employment regardless of race, color, religion, sex, sexual orientation, gender identity, national origin, disability or veteran status. .

To apply, please send a cover letter and CV to jobs@lookoutlocal.com.



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Startup Marketing: Depth Vs Reach https://armorthanemarketing.com/startup-marketing-depth-vs-reach/ https://armorthanemarketing.com/startup-marketing-depth-vs-reach/#respond Fri, 18 Jun 2021 01:01:53 +0000 https://armorthanemarketing.com/startup-marketing-depth-vs-reach/ Smart marketing is vital for a successful startup. However, the choice of depth versus scope is not a … [+] simple and depends on your exact situation. getty Building a good starter product is rarely enough. Marketing is just as important. Getting it right, however, is a difficult request for two main reasons: First, you […]]]>


Building a good starter product is rarely enough. Marketing is just as important. Getting it right, however, is a difficult request for two main reasons:

First, you rarely have a large, if any, marketing budget. This is especially true early on in your startup, when you need to validate your idea and get some initial traction before you can fundraise. For this reason, investing in both depth and breadth is simply not possible because your time and capital are limited.

Second, in the idea generation and validation phases of your startup, you would not yet know if you are in line with the product market. Because of this, you can’t be sure that people really need what you offer them, and it’s just as problematic for a marketer: you can’t be sure which marketing channel will give the best results.

Therefore, it is necessary that you tailor your startup marketing approach to your exact situation.

1. Step 1: Scope

Since your first problem is that you don’t know where to find your first customers (also known as the minimum viable segment), you need to find a strategy that helps you find them.

Investing deeply in a single marketing channel or a single market probably won’t help you solve this problem. Since you need to test your offering with different types of people, it is best to conduct multiple (inexpensive) marketing experiments in different places.

Cold calling different types of businesses. Publish your idea / product on Internet forums and communities (Facebook groups, subreddits, etc.) related to your industry. Run targeted PPC campaigns differently on Facebook or Google and test different demographics, interest groups, and keywords.

The goal of these experiments is not to develop your business, but rather to find which consumer segments best meet your offer.

2. Step 2: Depth

Once you’ve found the niche market that best meets your offer, it’s time to cut back and at the same time redouble your efforts.

The goal shifts from discovery to efficiency and growth. You no longer try to experiment with different segments, your new goal is to minimize customer acquisition costs while maximizing growth.

Since you are still limited in resources, the best way to do this is to choose the most effective channel for your business and become an expert, ideally – the best in your niche.

For example, if the most important channel for your business is Facebook ad campaigns, it would be a great idea to make sure you have the best ad creatives in your niche, combined with good targeting. It takes a lot of effort to do this, and it is unlikely that you will be able to achieve this while executing an effective SEO + content marketing etc.

3. Step 3: Depth and reach

Once your startup has grown into a big business, resources would be less of a problem. In addition, you could aim to penetrate additional market niches and diversify your offering.

This usually requires reintroducing a broader reach into your marketing strategy, and luckily your new access to resources would help you do so without losing the depth and quality of your marketing efforts that you may have developed in the previous step.

This is best achieved by develop your start-up team and the hiring of channel experts to cope with the increased workload without reducing the quality.

4. Summary

Market your startup successfully can be a challenge, but it’s not insurmountable if you create a marketing strategy that matches your needs. Since the needs of your business change as it grows and goes through different startup stages, it makes sense that your marketing strategy will change over time as well.

  • In the idea and validation phases, use a wide range of marketing channels to find your ideal customers.
  • In the efficiency phase, target the most effective marketing channel for your business and become the best at it.
  • In the growth phase, invest the resources you have to expand your efforts again without sacrificing reach.



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Poor campaign marches to Manchin office for voting rights https://armorthanemarketing.com/poor-campaign-marches-to-manchin-office-for-voting-rights/ https://armorthanemarketing.com/poor-campaign-marches-to-manchin-office-for-voting-rights/#respond Tue, 15 Jun 2021 19:27:21 +0000 https://armorthanemarketing.com/poor-campaign-marches-to-manchin-office-for-voting-rights/ On Monday evening, hundreds of protesters organized by the Poor People’s Campaign (PPC), a group that describes himself as “a moral fusion movement to build power, strengthen moral activism, strengthen voter participation” to “unite poor and affected communities across the country,” marched on the constituent offices of Senator Joe Manchin (D- West Virginia) in order […]]]>


On Monday evening, hundreds of protesters organized by the Poor People’s Campaign (PPC), a group that describes himself as “a moral fusion movement to build power, strengthen moral activism, strengthen voter participation” to “unite poor and affected communities across the country,” marched on the constituent offices of Senator Joe Manchin (D- West Virginia) in order to pressure him to change his mind on a number of issues, including a popular suffrage bill he opposed.

Descending onto Manchin’s offices in Charleston, West Virginia, at least 300 protesters called on the senator to voice support for a federal minimum wage of $ 15 and support President Joe Biden’s infrastructure bills that would help working families.

The group also said it wanted Manchin, a centrist, to reverse his stance on the law for the people, a voting rights bill that would expand voter registration, require non-partisan redistribution commissions in every US state, expose “black money” spent on campaigns, and implement other reforms as well. .

“There is nothing like moderation when it comes to protecting the right to vote and uplifting the poor and low-income, providing health care and offering a living wage. . ” said Reverend William Barber, co-chair of the CPP.

In a recent editorial regarding the For the People Act, Manchin said he would not support the bill, not because of its content, but because it could not gain the support of any Republican in the Senate. Manchin has also long argued that he will not support any legislation that also requires the dismantling of filibuster.

But while Republicans in Congress overwhelmingly oppose the measures in the franchise bill, Americans by and large are behind the bill and its intent. A May Data for Progress survey shows that 59 percent of those polled support the bill, while only 27 percent said they did not want it to become law.

Manchin’s distrust of backing Biden’s infrastructure package also runs counter to what opinion polls say on the matter. While the senator has expressed skepticism about raising corporate taxes as high as Biden has offered to fund infrastructure projects, polls have shown support for the bill is increasing when such taxes are mentioned.

A spokesperson for Manchin’s Charleston office said Manchin himself was not there when the protesters arrived on Monday evening, as he was in Washington, DC during the current Senate session, but that members staff were on hand “to listen to those important voices.” and share their concerns with him.

Barber insisted that Manchin come to West Virginia to see for himself that his constituents wanted him to change his political positions.

“Stop hijacking this. If you want to do something, bring the senator here ”, Hairdresser reportedly told staff members holding comment cards.



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Adapting digital marketing through COVID-19 with Dan Kogan https://armorthanemarketing.com/adapting-digital-marketing-through-covid-19-with-dan-kogan/ https://armorthanemarketing.com/adapting-digital-marketing-through-covid-19-with-dan-kogan/#respond Sun, 13 Jun 2021 08:13:00 +0000 https://armorthanemarketing.com/adapting-digital-marketing-through-covid-19-with-dan-kogan/ The pandemic has ravaged and continues to leave an indelible impression on most countries of the world to varying degrees. Only a year ago there was so much uncertainty and misdirection that affected so many industries to the point of irrevocably reshaping the status quo that had been in place for generations. One of those […]]]>


The pandemic has ravaged and continues to leave an indelible impression on most countries of the world to varying degrees. Only a year ago there was so much uncertainty and misdirection that affected so many industries to the point of irrevocably reshaping the status quo that had been in place for generations.

One of those industries that has undergone a complete overhaul in terms of approach and execution is the digital marketing space. With a majority of workplaces choosing to work from home on a semi-permanent to more permanent basis, the logical conclusion is that more eyes will be on the digital space that has opened the door to new engagement opportunities that were formerly considered secondary.

With the chaos of the first few months of lockdown, there were two schools of thought within the marketing agencies and the advertising model as a whole; to reduce expenses or double in the increasingly populated digital space. Interestingly enough, the gamble seems to be paying off, with pundits around the world touting the reduction of historically traditional models in favor of online marketing tactics.

State of affairs

To better understand the journey to the current state of affairs, Dan Kogan, a digital marketing veteran and CEO of 1Digital® spoke about his own experience and how his business has adapted. It seems that everyone was under the same spell at the start of the pandemic, as Mr Kogan repeats: “At first our only thought was survival and we didn’t really understand the impact and the role that 1Digital® would play. during a pandemic. We had to adapt as a team… ”

As these digital marketing agencies navigated through the second half of 2020, the adaptation to dominant digital models began to show, as Mr. Kogan pointed out, “Customers and marketers alike have started to take e-commerce much more seriously “. One of the key takeaways that their team took on was that in order to survive, they and their clients had to consider trying new angles for their campaigns.

Asked about their own clients, Mr. Kogan says “their budgets are bigger and their plans have accelerated. Before the pandemic, many projects were put on hold at later dates. Now it looks like everyone wants everything to be sped up based on the new standard. “

A great adaptation

This exciting new chapter is a very logical step forward in many ways, with the world working online for longer periods of time, it stands to reason that new forms of message communication are the wise step forward. 1Digital® is no exception to this rule, proving the rule that adaptation is everything, the model of working from home which is now commonplace in the world is not without challenges of course as attested by Mr. Kogan , “There is something to be said about working from home. I have a lot of team members who love the new model of working from home. Others crave an office environment.

One would assume that the loss of synergy would negatively impact the process of a digital marketing agency. Mr Kogan disagrees, stating that “even without this synergy, we are still able to find creative solutions for our own initiatives as well as for our clients… we can participate in Zoom meetings and Google Hangouts during many days. face to face daily activities. With the technology so suited to easy communication channels, a unique opportunity has been discovered in the form of new and lucrative voices that would otherwise have been impossible or put aside before the pandemic.

With so much happening in the digital space, it seems like agencies like this are adapting in quite unique ways. Throughout the second half of 2020 and into early 2021, hiring of creative people around the world has increased steadily, giving credit to a barrage of new voices, creative opinions and artistic voices that aim to give at the agency a new perspective on the potentials of digital marketing. It seems Mr. Kogan agrees, saying that “we have hired people from Los Angeles to Washington, Chile to Uruguay and new employees outside of Canada, it would not be possible without the pandemic”. This new landscape appears to be more inclusive than ever and allows the digitized focus on marketing to take on a fresh and new spirit as a basis for the future.

And after?

In terms of the future, 1Digital® is well prepared to address the prospects of an Internet-centric focus, to help customers navigate a space that was not as dominant for them in previous years or, as the says Mr. Kogan, “Helping them grow online, generate more business, develop their leads and their ROI… by helping them with local SEO or PPC, or helping them with localized marketing initiatives. So it seems there is a silver lining in the pandemic cloud – showing the adaptation of this innovation SEO agency has implemented with resounding success – we look forward to seeing where Dan Kogan and the digital marketing industry go in the near future.



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Marketer Calls Opioid Distribution Practices “More Sophisticated” She Has Seen | Legal matters https://armorthanemarketing.com/marketer-calls-opioid-distribution-practices-more-sophisticated-she-has-seen-legal-matters/ https://armorthanemarketing.com/marketer-calls-opioid-distribution-practices-more-sophisticated-she-has-seen-legal-matters/#respond Fri, 11 Jun 2021 23:00:00 +0000 https://armorthanemarketing.com/marketer-calls-opioid-distribution-practices-more-sophisticated-she-has-seen-legal-matters/ A marketer said that distributors accused of fueling the opioid crisis by shipping millions of doses of opioids to Huntington and Cabell County had some of the most sophisticated marketing it has ever seen. Jakki Mohr, professor of marketing at the University of Montana, said distributors have engaged in marketing and have served as a […]]]>


A marketer said that distributors accused of fueling the opioid crisis by shipping millions of doses of opioids to Huntington and Cabell County had some of the most sophisticated marketing it has ever seen.

Jakki Mohr, professor of marketing at the University of Montana, said distributors have engaged in marketing and have served as a channel between pharmaceutical manufacturing companies and customers.

She testified on Friday that distributors were marketing to manufacturing companies – like Purdue Pharma – prescribers and pharmacies to increase sales of pharmaceuticals. At the same time, they carried out public relations campaigns with a professional distribution association to create a better appearance to the media and the public.

Katherine Keyes, an epidemiologist specializing in opioid use disorders at Columbia University, later said the supply and oversupply of prescription pain relievers are directly linked to heroin abuse. and the opioid crisis.

The testimony took place Friday at the Robert C. Byrd courthouse in Charleston in the United States during a trial in which Huntington and Cabell County accuse the “big three” drug wholesalers – AmerisourceBergen, Cardinal Health and McKesson – of fueling the opioid crisis by sending excessive shipments of opioids to the region for eight years, before a reduction in the number of pills shipped caused users to turn to illicit drugs.

The defendants point to the Drug Enforcement Administration, doctors and poor health in West Virginia as the culprits.

When questioning Huntington’s attorney David Ackerman, Mohr said the defendants were providing a paid service for pharmaceutical manufacturers to market on their behalf, making reference to several brochures and presentations produced by the companies.

She said AmerisourceBergen was working with Xcenda and Lash Group. Xcenda is a specific unit of AmerisourceBergen which provides marketing services to manufacturers. Xcenda was acquired by AmerisourceBergen Drug Corp. in 2007, around the time the amount of prescription pills shipped to the region increased dramatically. Lash Group is a marketing consultant.

Mohr said that although separate companies, the groups worked together under the umbrella of AmerisourceBergen Drug Corp. to make a profit.

She said that before the arrival of “pay-per-click” ads on websites such as Google around the turn of the century, Bergen Brunswig – now AmerisourceBergen – had its own system, known as the “twinkle button.” .

The company would offer to advertise a product from a manufacturer at a price and when a pharmacist orders a certain product they can click a button on the system and an advertisement encouraging the purchase of OxyContin will appear, a- she declared.

Mohr referenced an email in which a Purdue Pharma employee encouraged the manufacturer to use distributor offers to market their product for better sales.

In another example, she said that if a manufacturer could subscribe to a “first script” service for $ 15,000, the distributor would notify pharmacists of a promotion for their business.

McKesson also had an “RX Focus Launch” program that automatically shipped newly launched drugs to subscribing pharmacists.

The companies have also created a patient membership program to ensure that people use the products after they have been purchased. They also used thought leadership marketing by hosting trade shows where pharmacists could learn about new drugs, and also offered continuing education courses, which are necessary to maintain licenses.

Mohr said distributors hired speakers at events to avoid payments from manufacturers’ books, which she said meant distributors were able to control what the speakers said.

Mohr said AmerisourceBergen also hired “key opinion leaders,” someone who could engage with a more personal audience, to promote the product.

Distributors have also engaged in public relations campaigns through their professional organization, the Healthcare Distribution Alliance, which represents all distributors.

The defendants requested that Mohr’s testimony be dismissed, saying she said marketing had taken place but failed to link it to sales related to Huntington and Cabell County. She has no experience in prescribing, sales or other areas, said AmerisourceBergen attorney Shannon McClure.

“The existence of marketing does nothing,” she said.

After Mohr left the witness stand, the plaintiffs returned to epidemiology through Keyes, who researched peer-reviewed articles and used his own education and calculations to determine abuse. heroin and the opioid crisis were directly caused by the oversupply of prescription pills in the county.

Using a mathematical equation based on data she interpreted, Keyes said she found that about 8.9% of Cabell County residents – about 8,200 people – were living with a disorder. opioid use.

An article written by Theodore Cicero in 2017 asked people entering treatment for specific opioid addiction that they regularly use for the first time to get high, Keyes said.

The study found that the majority of people with opioid use disorders in the 1960s and 1980s began their abuse with heroin rather than prescription opioids. In the 1990s, the number of users was even before prescription opioids became the primary drug used by people with substance use disorders from 2000 to 17.

Another study found that the higher the dosage of an opioid and the longer a person has been prescribed opioids, the more likely the user is to be diagnosed with a drug use disorder. opioids.

Patients who took high-dose opioids for 90 days were 122 times more likely to become addicted than those who used lower doses for less time, she said. A person prescribed a medium dose was 26 times more likely, and low doses were 15 times more likely.

As an example of the gravity of the situation, she referred to a study that linked smoking to lung cancer, which showed that smokers were 13 times more likely to have lung cancer than others. Compared to that, the link between opioid use and addiction is “extraordinarily high,” she said.

Keyes said several studies show economic conditions play a small role – less than 10% – in the opioid-related harms seen in the United States over the past 15 years. The crisis is primarily based on the availability and price of prescription opioids, she said.

The defendants argued during the trial that Huntington’s economic decline was a major factor in what led to the crisis.

Keyes will continue his testimony on Monday, answering questions from the defense.



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3 last-minute ways to prepare for Amazon Prime Day 2021 https://armorthanemarketing.com/3-last-minute-ways-to-prepare-for-amazon-prime-day-2021/ https://armorthanemarketing.com/3-last-minute-ways-to-prepare-for-amazon-prime-day-2021/#respond Fri, 11 Jun 2021 09:42:42 +0000 https://armorthanemarketing.com/3-last-minute-ways-to-prepare-for-amazon-prime-day-2021/ Getting ready for Amazon Prime Day could be the difference between a sales boon and a missed opportunity. For entrepreneurs Julie Stott and Jo Baar, co-founders of jewelry company Honeycat, last year’s Prime Day sales generated 500% more revenue than a typical two-day period, setting a new record for the company. Total Prime Day sales […]]]>


Getting ready for Amazon Prime Day could be the difference between a sales boon and a missed opportunity.

For entrepreneurs Julie Stott and Jo Baar, co-founders of jewelry company Honeycat, last year’s Prime Day sales generated 500% more revenue than a typical two-day period, setting a new record for the company. Total Prime Day sales for Amazon third-party sellers reached $ 3.5 billion in 2020, up nearly 60% year-over-year. Stott and Barr hope to break records again for this year’s Prime Day, which takes place on June 21-22.

“We’ve been preparing for Prime Day for months,” said Stott, adding that the company has shipped its jewelry to Amazon warehouses and implemented an exclusive 20% Prime discount.

If you haven’t started planning for Prime Day yet, there is still time, according to Yoni Mazor, a former Amazon seller turned ecommerce consultant. In 2016, Mazor co-founded Getida, a company that helps Amazon sellers get reimbursed for issues with products sent to Amazon’s fulfillment program, Fulfillment by Amazon.

Here are three of his tips for preparing for Prime Day.

1. Save your marketing budget for the day of sales.

Mazor advises against spending a lot on advertising in the days leading up to Prime Day. “It’s the calm before the storm,” he said. “When the storm comes, then you really capitalize on the momentum.” Prepare your pay-per-click (PPC) budget for heavy ad spend on Amazon once Prime Day begins, he says, as spending on promoting your product list is crucial to get more attention to your product. page.

2. Promote on other sites.

To rank higher in Amazon’s search algorithm, it’s “very powerful” to get traffic to your store’s page that is redirected from other websites, Mazor says. “You can’t rely on just one source of traffic for this,” he says. Advertise your sales on social media and your own website, and consider marketing campaigns to add links to popular blogs and influencer sites. The more diverse the websites, he says, the better your chances are that your product will appear at the top of the search results page.

3. Don’t bet only on Amazon promotional programs.

Some small businesses are recruited by Amazon for further promotion after joining Amazon Launchpad, its program designed to help startups, says Mazor. As an incentive for membership, certain businesses may be selected for promotion in videos featured on Amazon’s homepage or listed on its small business pages for promotion during Prime Day. Mazor advises small business owners to “take this opportunity with a grain of salt” because there is a cost to joining Launchpad – Amazon charges businesses a 5% premium for all sales associated with your account. It might not be worth the extra promotion.



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