How big is your potential audience? How many of those people saw your ad? What about how many of those exposed to your messages were driven to engage with your brand? Has there been a measurable impact on sales? While there are quite of few metrics to measure your advertising spend, for now we'll focus on impressions, peak time, ad exposure, reach, frequency, and dwell time.
Location once again is the missing link! This data offers a huge opportunity to create a competitive advantage while empowering businesses to make better and more actionable decisions. Location intelligence provides a way to reveal relationships between data sets that might not have otherwise been obvious. As for out-of-home, applying a geocentric approach to measure advertising impact yields significantly more insightful and accurate results. By identifying out-of-home impact zones with a focus on areas of the location and applying customized, advanced analytics, marketers can isolate the impact of out-of-home campaigns. Not only that, out of all the contexts, it’s the one in which customers engage with the most. In other words, location data is crucial for out-of-home media as it helps you choose the most cost effective space for you and your client, get audience insights and continues the buyer’s journey while allowing you to measure the impact and get more bang for your buck.
There’s no denying, creating a seamless omni-channel experience is a hot topic right now. With the consumer decision journey changing, marketing has changed as well. Consumers are now going through all these channels from researching online and social media to seeing an ad as well as going in-store (or vice versa), before purchasing, making marketers depend more and more on data and measurement for all these different channels. Data has become the fuel that drives the modern marketing engine, thus creating an increasing trend in marketing analytics tools. The successful marketer will be the one that sets goals, analyzes and acts upon this data to optimize their marketing ROI (MROI).
I recently had the honor to interview a global citizen, proficient in 9 languages, and OOH influencer, Matteo Ceurvels, Multilingual Digital Strategist & Marketing Researcher at eMarketer. He has 8+ years of experience in managing multiple global accounts and building strategic communications and marketing initiatives within the private and public sectors.
Have you ever stopped to think how fast everything has changed because of technology? Do you remember your first telephone? Or even your first computer? We went from Alexander’s Graham Bell’s patent for the telephone in 1876 (which many believe others had discovered it before) to the mobile phone we have today. We have come a long way since then. In just a blink of an eye, technology has changed the way we communicate, analyze our surroundings, the way we work, increased opportunities and many more in all industries. It has contributed immensely to the retail success at every stage and angle of the shopping journey, both in bricks-and-mortar stores and online.
I recently had the honor to interview one of the top 50 Retail Influencers in 2017, Nicole Leinbach Reyhle, founder of Retail Minded and Co-founder of Independent Retailer Conference. Nicole’s passion and commitment to help independent retailers succeed kept growing as she learned more about the industry and in 2007, Retail Minded was born.
She became fascinated with the differences between small retailers versus bigger ones. Bigger retailers tend to shift and adjust whereas smaller ones don’t. Their focus remains the same and that is to offer a more niche and more personalized experience for their customers. That being said, they have a lot more flexibility in how they deliver a product or experience and how they engage with their customer through their physical space. Their physical storefront does not extend itself just to customer experiences but also helps shape their communities. Since they overlap with the community theme, they have so much influence in the community and lifestyle of the consumer.
