The Underblog

Marketing At The Speed Of Performance

Atlanta Advertising Agency


One stat that will stick with you for the rest of the day is that 90% of the worlds online content was uploaded to the web in the last two years. This clearly illustrates the way that marketers have shifted in mass to what is now called performance driven marketing.   The subtle and time intensive efforts of building brand equity have been challenged by the need for data and immediate performance. In a day where CMO’s and CEO’s are held to quarterly profits in spite of long term goals, this plays perfectly in that arena.


As brands have embraced performance based marketing there have been challenges. The days of hiring an agency to develop a campaign and having the campaign executed with perfect rhythm to the annually approved marketing plan are over. Speed, change and execution have become the norm and the marketers have to adapt or get the heck out of the way. The pace never stops. Marketers work day in and day out to develop personas, content to match, target multiple audiences, buy ads via a number of online resources, and measure the KPI’s and costs. And all of has to be constant as campaigns are optimized in real time. This delivers the C-suite’s ultimate goal of ROI based campaigns to drive transactions.



To do it well, you need a team. All the technical aspects of performance based marketing have spawned a plethora of specialized agencies: content marketing agencies, digital media agencies, SEO & PPC agencies, social media agencies, UX agencies, Influencer agencies, email marketing agencies, and digital marketing agencies. The skill for everything is rarely in one place. Many agencies are working together better than ever because the machinations of marketing have be come so diverse. Clients have started to realize that smaller more nimble agencies can react faster and stay in their lane better than large network agencies that have P and L’s for their respective departments.


Clients who try to operate a performance based program with their marketing department are waking up to a sobering reality. Marketers are attempting to “ fix the problem” by bringing it all in-house. This is easier said than done. In 2016 a large numbers of marketers said they were going to bring everything in-house but a follow up in 2017 revealed that few had made the move. There are too many moving parts and those who thought they would rely on media giants like Facebook and Google were forced to face the fact that they are just media companies looking for more money and not concerned about actual business results.It comes down to the agencies and where they will go. Will they be able to bring together the creative and technology in a way that provides results while winning the hearts of consumers? The technology guys need to become more creative and the creative guys need to embrace technology. Instead of working on optimizing the media we need to work on optimizing the creative. The data obsessed performance marketing marketers are here to stay, it’s our job to make it better.

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Ad Agencies and Clients Choose Instagram to Reach the Mobile Shopper

Atlanta Advertising Agency, instagram, Social media




Instagram has gone from a simple photo album app to a dominant marketing force in social media. The app, bought by Facebook in 2012, has evolved into a seamless experience that can shares photos, videos and live streaming produced by users to share with their digital followers.


TechCrunch said the app eclipsed its closest competitor, Snapchat, in total number of users in just one year after the introduction of Instagram Stories, a feature that allows users to temporarily post select photos and video for 24 hours. Instagram lists on its business site that the app now has more than 500 million daily users and a total audience of more than 800 million. And at least 80 percent of Instagram accounts follow at least one business.


For digital marketers, these numbers represent a sea of opportunity, and Instagram’s advertising options can potentially engage all of them with your brand. Instagram provides four different advertising methods: photo, video, carousel and Stories. Each of these options includes, at minimum, a call-to-action link for users to learn more information about your brand or to shop immediately online.


Also, there’s an increased level of engagement opportunity with each option. For example, you can upload high-definition videos and, with carousel and Stories, include multiple photos and videos to engage users.


With Instagram ads, marketers are given the tools they need to maximize their reach on the platform. They can select basic targeting categories from location, age and gender to clicked interests and behaviors based on Instagram and Facebook activity. They can also refine targeting a step further through custom audiences, using email addresses and phone numbers, and lookalike audiences, which share traits of existing customers.


And marketers realize goals by observing data rooted in awareness (reach, frequency, brand awareness), considerations (website clicks, video views) and conversions (website visits, mobile app engagement).


The most significant difference between Instagram and other social media platforms like Facebook and Twitter is that its niche is simplistic mobile-first design and function. The desktop browser version of Instagram doesn’t come with all the advanced bells and whistles that its iPhone/Android counterpart includes such as hashtags and global search. Just like users can find on Twitter and Facebook, Instagram users can search for specific brands by name or hashtags, resulting in a collection of connection posts that feature posts and discussions about a brand and its products or services.


Today, even the most passive browsing experiences can lead to engagement and new customers with Instagram. Making it incredibly easy for users to shop while on the go steers users away from the desktop version, thus further pushing digital marketers to always be thinking mobile first advertising.

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