November/December 2022

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NETWORK

UPFRONT

THE TROUBLE WITH BUSINESS

Tactics that Pay Off Choosing the right marketing mix is important to your customer experience and your bottom line. By Erin Perry

interest by stopping their scrolling to watch some of the video. This ad dives deeper into the heart of the brand by addressing the challenges of the car-buying process and showing that the brand provides an experience customers actually enjoy. At this

Centering the Customer Journey We’ve now examined this strategy from a metrics-driven perspective, but it’s equally important to dig into these marketing tactics and measurements of success from a customer experience perspective.

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A

t DAYTA Marketing, we encounter a lot of marketing misconceptions. We often run into well-meaning business owners who believe they can run a single type of ad and see new sales. Unfortunately, that is a rare outcome in today’s marketing world, primarily because the consumer journey has gotten longer, more complex, and way, way more crowded. Instead of running one ad campaign as a standalone effort, the key to marketing success today is to build multiple campaigns that work together to convert prospects into loyal, enthusiastic customers. Let’s look at a potential campaign structure for a local auto dealer to illustrate how you can think through campaign structure and evaluation.

Making Metrics Work for You

We begin by running a highlevel video awareness campaign focused on a specific vehicle model. Our metrics at this stage provide data on the number of viewers and the length of engagement. It’s important to note that we don’t expect this initial video ad to directly drive sales. But we can reasonably expect that someone considering a vehicle purchase would stick around to watch some or all of the video. We’re looking for views at this stage, not conversions, and we’re accumulating data on those viewers. Our next ad will target only the people who indicated their

Contributor ________ Erin Perry is the Chief Strategy Officer at DAYTA Marketing.

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stage, we are expecting both views and some post engagement, such as comments or likes. As we move into the third ad, we start retargeting from website visits. This third ad is designed to give the prospective customer further details to help them compare this brand’s offerings to competitors by spelling out some of its strengths. This is the point at which we begin expecting clickthroughs to visit the website. Our final ad is the point at which we may expect some actual lead generation. We’re focused on specific vehicles that are in stock and currently for sale. We’re measuring clicks as well as what further actions consumers took from those clicks. This is the big pay-off that all the previous ads have been building toward. While this example is for an auto client, this type of campaign structure has proved effective across many different industries, especially when the product advertised is a higher-risk or higher-investment purchase.

At DAYTA, we begin with the customer’s Research stage. We want to make sure it’s easy to find your brand and get up-todate information. Your Google Business profile is often your first impression even before your website, so it’s vital to keep that profile updated and managed. We measure this through viewer volume data and potentially the volume of phone calls or requests for directions that are being driven by that profile. When prospects are Comparing your brand to your competition, you want your brand to be the clear winner. How do we make it obvious that your customer experience is superior? By responding to reviews so prospects see that you’re paying attention to customer feedback and care enough to fix mistakes. As our consumer gets closer to making their Choice, we want to make it easy for them to get their questions answered and to pay. Consider a chat function