How to increase your ad effectiveness

Conversion / 3 min read

Ineffective marketing plans are eroding trust in the power of digital advertising. It is no secret that customer growth and customer retention strategies in our fast-changing world, dominated as it is by Google advertising and advertising on Facebook, rests on multiple variables converging at the right time and in the right way.

Conversely, when growth marketing results disappoint it’s because too many of these same variables are dragging the ads campaign down.

In our view, a glaring weakness of professional marketers in a volatile environment is that they are out of touch with what works and what doesn’t for their target market; or, even worse, when “what works” stops working.

Advertisement effectiveness is the Holy Grail: the difference between a brand becoming an “also ran” and shooting for the stars. Unfortunately, advertising campaigns continue to be tainted with a low click-through rate (CTR), upside-down unit economics, and dismal customer conversion rates. It is debilitating to see advertising budget being wasted in the name of “trial and error.”

Marketers, surprisingly, take a one-dimensional approach to a complex problem: they change creative content. Time and again it emerges as their default solution when things go wrong. Along with this, they agonize too long over activities already in motion – a case of not seeing the wood for the trees.

It should be realized that there are no shortcuts when it comes to understanding customer engagement. There’s no substitute for climbing boots and all into the user experience to reach the heart and soul of customer satisfaction. Changing ads in the absence of big data and business analytics is tantamount to whistling in the face of a gale-force wind.

In every growing business “web analytics” is the big catchphrase – one that decides the difference between constructing compelling messages and falling into a dizzying whirlpool of false advertising. However, the rewards only come to those that focus on solid indicators and foremost amongst these is the study of group behavior patterns.

Buyer journey analytics inside cutting-edge map design has advanced marketing proficiency by leaps and bounds. Sophisticated technology has thrown us into the realm of experience maps, group patterns, and measurable segments. What it boils down to is this: through the astute application of state-of-the-art website analytic techniques it is possible to track the behavior patterns of demographically distinctive groups and measure them accurately.

There is simply nothing more revealing than following a meaningful customer journey map to get a realistic feel of responsiveness to one’s product and brand. The gratification is knowing that shared key customer characteristics most times transposes observed sample buyer behavior into a segment (or segments) where huge spending power is evident.

Here’s an example: a shoe brand for long distance runners today can micro-map journeys of runner groups who (say) have competed in at least two marathons; or who are elite athletes (i.e. those with PBs of under 2 hours 40 minutes); or those also participating in park runs (a new phenomenon with membership of over a million and climbing), or those yet to complete a marathon but have run a half-marathon, or only a 10K run, etc. It can zone in on runners who are officially club registered and those not, and amongst those not, those on the verge of doing so. Respondents training in severe winter conditions can be easily segmented off from those contending with extreme heat (like in Arizona) and heat plus humidity (like in Florida). The “runner-as-a-customer” pinpoint focus possibilities with accurate quantification are simply endless, also drawing in such esoteric items as thirst, nutrition, rest and carbo-loading etc. if desired.

Knowing who your customer is from every conceivable angle is unfortunately not the end of the story. In truth, it is only the beginning. We connected with founders of CXMap – an innovative tool that translates the mind-bending challenge of long-term customer viability into an acceptable ROI; or if not, ejection before it becomes a liability. It does this essentially by interpreting the conversion potential for every customer journey map after seamlessly collecting all the data as described above.

CXMap users (3450 at last count) are unanimous in expressing their satisfaction on two key levels: firstly, the ability to convert browsers into buyers, while at the same time generating more customer leads – the singular most impressive benefit. Secondly, determining which marketing ideas will ultimately lead to deep market penetration, and which are unfeasible. Thirdly, they do both these things twice as fast as any competitor.

In summary, the CXMap team’s mission is to assist marketers of medium online businesses to plug into the most profitable segments – thus triggering customized ad campaigns that, in turn, escalate sales and generate bigger profits.

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