Tag Archive for: marketing campaign

Expert Opinions on Upcoming Super Bowl LII Ads

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Many tune in to watch the best football players in the country face off during the Super Bowl each year, but many more tune in exclusively to watch the amazing advertisements that are shown in between in the game.

Super Bowl Sunday is one of the most costly days of the year for many advertisers. Each ad is carefully crafted and backed by an enormous budget to appear in front of more than 110 million Americans. It is not absurd to say that $5 million is a bargain for such an ad.

This year, many professionals are weighing in about such Super Bowl ads. In this article we will focus on ways for marketers to improve their Super Bowl advertising strategy, as well as take a look at previous Super Bowl ads and how they compare to those in recent years.

How to Get the Biggest Bang for Your Buck

AdWeek contributor Chandler Sopko provided several ways in which she believes marketers will be able to optimize their efforts during Super Bowl LII. Her advice is as follows:

  • Outspend the Competition: Even if you are not planning to run a TV spot during the game, you still have to shell out a considerable amount of cash to get your ad into prime position for users. It is very common for people to interact with brands during the game, particularly through social media. For this to happen, you have to first gain their attention by making it to the forefront of the pack.
  • Pin it Up: Party hosts are going to be scouring Pinterest looking for recipes for their upcoming party. If your company has any relevance to users that are looking for ‘the best cheese dip ever’ or ‘football decorations’ now is the time to show them one of your ads.
  • Geotarget with Snapchat: Snapchat has allowed businesses to create and implement their own filters for quite a while now. If you own the type of establishment where users are likely to hang out during the game, such as a sports bar, then a geofilter would be an excellent way to engage your customers while also promoting your business. Make sure to add your logo to the filter. This will alert recipients of every snap of your business, and what a great environment it provides for major events.
  • Continue the Conversation: Do not let the end of the game mark the end of your campaign. Talk of Super Bowl ads extends far into the following week. Be sure that your campaign is still visible as people are discussing it with one another. This will hopefully help you to squeeze a few more engagements out of your target audience.

Past vs Present

Adweek took the time to interview several top creatives in the world of advertising. These creatives discussed their opinions on Super Bowl ads, and shockingly, they all had rather harsh criticisms to share.

Matthew Bull, founder and CEO of SoloUnion, and Rafael Rizuto, founder and CEO of TBD, felt that the Super Bowl is often used as an excuse to be more innovative and creative. Both of these critics felt that each and every day in advertising should be as innovative and creative as possible. No single day should get all of the attention or effort.

Gerry Graf, founder and CEO of Barton F. Graf, expressed disappointment in how little most brands receive for their incredibly large investments into advertising during the Super Bowl. He feels that in order for the ad to have the biggest impact possible on the brand, it should be used for a new company that is not yet recognized by many Americans.

To see the full video interview conducted by Adweek, please click HERE.

How to Create the Perfect Digital Marketing Strategy

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The key to a great digital marketing campaign is the well thought out plan behind it. If you try to launch any campaign without specific directives, it’s likely that you will waste a lot of time and money without producing any real results. This is why many businesses turn to a digital marketing professional. The experts at Onimod Global are here to assist you, and provide insight into what it takes to put together a high quality digital marketing strategy.

Persona Development

Every marketing strategy should be focused around the consumer. The first step in your strategy is to identify who this consumer is. Many professionals outline a buyer persona because it has been proven to be a substantially more effective marketing method.

The persona allows you as the marketer to develop a much more detailed description of your ideal target audience. These details include goals, challenges, interests, and personal priorities of the consumer.

Campaign Goals

In can also be beneficial to ask these detailed questions of your own company and product. Clearly defining the final objective is essential. Much of the strategy will be built around what you eventually hope to achieve with the digital marketing campaign.

While most plans are structured around conversions and sales, there are a wide variety of other goals to be considered. Increasing brand awareness through simple traffic and reach campaigns can be very effective. It is also common to launch campaigns with the intent to gather positive reviews about a product or company. Make sure that you are considering all of your options before moving on to the next step.

Measurement

Your measurements will depend upon the chosen objective for the marketing strategy. Determining the overall success of your digital marketing initiatives will be shown through key performance indicators.

Common key indicators are conversion rates, click-through rates, and overall impressions. If your campaign spans across multiple platforms, it would be wise to link them all together in Google Analytics.

Analyze

Google Analytics is a wonderful tool for digital marketers. This program allows you to combine all of your data into one easily manageable source. After letting all of your ads run over the course of a few weeks, you should have plenty of solid information regarding your marketing efforts. Once the data is compiled, it is easy to glean insights about the campaign.

Analytics provides an opportunity to compare all marketing mediums in use side by side. This way you can clearly see if the Facebook ads are outperforming the Bing ads. Looking at the overall performance of these many platforms can help you see which is most successful, and which is not.

Revisit and Readjust

Now that you possess tons of information and insight into your digital marketing activities. Using analytical tools you should be able to pick out details about the different ads and how they are running across different platforms.

With this information, you should be able to determine how to best spend your ad dollar. Trim the fat of the campaign and eliminate poorly performing advertising options. Or, you can try to rewrite your ads completely and start fresh.

Whatever you decide to do, now you know how. A new plan must be created every step of the way. They do not all have to be incredibly complicated or intricate, but they do need to be intelligent business decisions. The key to any advertising strategy is to have one. Plain and simple.