Smarketing is as Smarketing does
Posted by Brian Fabiano on 16 May, 2018
My momma says. “smarketing is what smarketing does” Anyone can call anything whatever they want. It’s still another buzzword. The issue at hand for most marketing professionals is simply, what is the most cost effective way to deliver the most return on your marketing investments? The bottom line usually translates into conversions. Converting the leads from a click, an ad or interest demonstrated in the brick and mortar world into a transactional relationship. As a top integrated marketing and advertising agency that specializes within the new in-bound marketing technology as well as the tried and true methodology of placing customer content strategically within the customers experience and dynamically leveraging it into the customers buying cycle on a personalized basis. In the end, it is still as it always has been. Marketers must provide potential and existing customers exactly what they want, when they want it and in the channel they prefer. This takes dynamic content architects and the ability to perform brand attribute mapping to discover through quantitative research EXACTLY what is the right thing to say, at a specific time and in a specific marketing channel. Once the brand mapping is completed, then it is about creating a marketing funnel with flywheel characteristics incorporated to assure the conversion within the funnel at the highest rate possible. The key formula to remember about advertising conversions is this tried and true formula no matter the tech or the platform or channel follows: Granular demographic, plus psychographic, plus behavioral targeting divided by progressive on point and personalized messaging equals, your online conversion rate. As an industry, in the last few years we have traveled so far beyond only the offer, creative and single dimensional targeting or media placement driving the results of advertising campaigns. Now, it’s also about location and timing and channel and the engagement level of the content based on the idea that personal relevance is becoming just as big of contributors to the formula of advertising and marketing conversions as your fathers 4P’s.
