MARKETING
Which is Better for Your Business: Paid Search or Paid Social?
Pay-per-click (PPC) advertising is hands down one of the best ways to reach potential customers, build brand awareness and get them to buy your products or services. Over the years, platforms like Google Ads and Facebook Ads just keep improving their targeting, algorithms and everything else you need to succeed at PPC.
That being said, even mastering one PPC platform can be a challenge, and with the wide variety of options and opportunities available to you, it’s often hard to figure out where to focus your time, energy and budget.
This is especially true when you don’t have a dedicated marketing team to manage everything for you. Running a business is hard enough on it’s own without trying to juggle the demands of multiple PPC campaigns on multiple platforms.
So, if you can only pick one PPC advertising channel to focus on, which one should it be? Paid search? Or paid social?
While these aren’t your only options, they’re the two biggest ones in front of most businesses and understanding the differences between the two will help you identify the right marketing channel for your business. Once you know which channel you should be using, all you have to do is figure out which specific platform will be best for getting in front of your target audience.
With all of that in mind, let’s take a look at paid search, paid social and what makes them better suited to different business goals and needs.
Paid Search vs Paid Social
Before we can really talk about whether paid search or paid social is a better PPC channel for your business, we need to take a step back and talk about how each of these channels work. Both of these marketing channels target people in fundamentally different ways and understanding those difference is the key to figuring out which channel is right for you.
Paid Search
Paid search is a responsive type of advertising. A user types in a search query, the platform decides that your ad is relevant to that query and your ad shows up. Google Ads, Bing Ads, Yahoo and even Pinterest’s search ads all use this approach to deliver targeted, highly relevant ad content to users who are actively searching for that sort of content.
As a quick example, let’s imagine that you run a flower shop and you want to attract more wedding bouquet customers. If your campaigns are set up correctly, your ads should show up when someone searches on Google for “flowers for wedding”. Since your ad should be a good match for their needs, there’s a good chance that they’ll click your ad and hopefully make a purchase.
The key to paid search is the fact that it’s intent-based marketing. It’s great when you’re trying to market a product or service that people are actively searching for online. By the time they type in that search query, they’re already fairly low in the sales funnel, so all you have to do is convince them to buy from you…instead of the competition.
Paid Social
Paid social, on the other hand, is an intrusive type of advertising. Someone is checking out their social media feed, the platform determines that they meet your targeting criteria and shows your ad. Maybe they’re in the market for what you’re selling, maybe they’re not, but either way, they see your ad.
When it comes to paid social, most people immediately think of Facebook Ads, but there are a lot of paid social platforms out there (Instagram Ads, YouTube Ads, Twitter Ads, Reddit Ads, etc), and they all work in the same basic way.
Now, the fact that paid social advertising is intrusive doesn’t mean that it doesn’t work. Marketers have successfully used intrusive advertising for decades with things like billboards, radio ads or television commercials. Paid social is a lot like these tried-and-true marketing channels—with two caveats: targeting and tracking.
With a television commercial, you have only the loosest guesses as to who is seeing your ads or whether they are working. With paid social, however, you can get incredibly specific with who you target and then track how different audiences respond to your ads.
As a marketing channel, paid social ads are great for getting in front of audiences that might not otherwise find you online. Not everyone searches on Google for the solution to their problem—heck, your potential customers may not even be aware that they want or need your product!
For example, a friend of mine recently bought eucalyptus for her house because of an ad like this:
Prior to seeing these ads, she didn’t even know that she could buy fresh eucalyptus. It wasn’t on her radar until she saw the Facebook ad. But, once she discovered that this was something she could buy, she realized that it was something that she wanted to buy.
Whether you’re trying to build awareness for a product, a service or just your business in general, paid social is a great way to get onto your target audience’s radar—especially when you’re trying to sell something that most people might not actively seek out otherwise.
Which Channel is Right for You?
So, which is better for your business? Paid search? Or paid social? To be honest, they can both provide a lot of value to most businesses, but if funds and/or time are tight and you have to pick one, which channel should you prioritize?
The answer to that question is highly business-dependent. For certain goals and priorities, paid search is ideal. For others, paid social is the obvious choice. To help you figure out which channel is best for your business, let’s take a look at how paid social and paid search shake out in the following key areas: speed of results, cost and brand building.
Best for Speedy Results: Search
If you need sales now and sell something that meets a need are aware of and actively seek solutions for, paid search should be your go-to marketing channel.
Because paid search targets the bottom-of-the-funnel, most people who click on your paid search ads are well on their way to making a purchase. If they don’t buy from you, there’s a good chance that they’ll buy from the competition.
So, when you invest into paid search, the results are usually fairly quick. For example, when someone searches for an emergency plumber, it’s not a decision they’re going to sit and stew over. They need help now!
To make things even better, you can make your paid search ads very direct. Your audience is looking to buy, and they want you to help them choose the right solution to their problem by making as compelling of a case for your business as possible.
With paid social, however, things are a bit more tricky. You’re interrupting your audience and hoping that they’ll be interested enough to buy, but to be honest, most of the people who see your ads will need some time to warm up to your product, service or company before they make a purchase. My friend who bought the eucalyptus saw those ads quite a few times before she finally decided to buy.
Of course, if you’re selling an impulse buy or have a particularly affordable offer, paid social can produce speedy results, but that’s generally the exception, not the rule.
Best for Cost: Varies…
“Which is cheaper, Facebook Ads or Google Ads?” is a question I get quite a lot. And it makes sense. You want to get the best bang for your buck, so it’s natural to want to know which ad platform will produce the cheapest results.
The only problem is, there’s no easy answer to this question.
If all you care about is your cost-per-click, paid social is definitely “cheaper” than paid search. After all, paid search clicks are more targeted, lower in the funnel and more likely to “buy now”, so it makes sense that they would be more competitive and cost more.
However, even with paid search, cost-per-click has a huge range of variability. On Google Ads, you might pay $3.00 per click for a keyword like “ice cream shop”. For a keyword like “personal injury attorney”, however, you could be paying $80 per click.
In contrast, the average CPC for Facebook Ads is about $1.00. For a particularly competitive audience, you might pay as much as $3.00 a click. On the surface, that seems like a much cheaper way to go, but looks can be deceiving.
Remember, you don’t make money off of clicks. You make it off of sales.
Sure, you might only pay $1 a click on Facebook Ads, but if only 1-in-300 clicks produces a paying customer, you’re paying $300 per sale. A click on Google Ads might cost you $30, but because those clicks are higher-intent, it might only take 10 clicks to make a sale, so you’re still paying $300 per sale.
This is why it’s so hard to predict whether paid social or paid search will generate a better return-on-ad-spend. Both can be extremely profitable or prohibitively expense—or anything in between—so the differences in CPC shouldn’t be your primary criterion for choosing one channel over the other.
Best for Building Your Brand: Social
Getting quick results is great. Making a great return-on-investment is vital. But if you really want to grow your business, you need to do more than just optimize for the fastest, most profitable results.
If you want your business to grow, you need to build your brand.
When it comes to building a brand, paid search really isn’t all that useful. Most people don’t type in a search query online because they’re looking for a brand to fall in love with. Their goal is to solve a problem, not to build a relationship.
Paid social, on the other hand, really shines in this area. I mean, the whole point of social media is to build relationships. When people hop onto Facebook or Instagram, they’re not thinking about buying a new blender, they’re looking for connection: connection with people, connection with influencers…and even connection with brands.
So, if you want to build awareness and get people to buy into your company’s vision and brand story, there’s no better place to do it than social media.
Need to generate a buzz about your new product? Paid social is the way to go. Want to be the first company a potential client thinks of when they need help? Get in front of them with paid social. Looking for ways to work people through your marketing funnel? Paid social just might be your best bet.
With paid social, you can get people ready to buy, and more specifically…ready to buy from you. If people know your business and believe in what you do and sell, they won’t need to hop on Google and search around for a solution—they’ve already got you.
Best for You?
So, is paid search or paid social better for your business? Hopefully, at this point, you should have a good sense for the differences between the two channels and where their strengths and weaknesses lie.
To be honest, the right primary PPC channel for your business will depend on what you’re selling, how your business works, who you’re targeting and what you’re trying to accomplish. As a general rule, though, paid search is better for quick sales and paid social is better for long-term branding—although you can do both with either channel.
The best play, of course, is to integrate the two. For example, if you need sales now, you can set up a solid paid search strategy to get people onto your website. Then, for the people who don’t buy right away, you can use social media advertising to retarget them and bring them back. Simultaneously, you can start to build out brand awareness campaigns on social media that fill your marketing funnel for the future, ensuring that your business will grow and thrive over time.
In the end, the best PPC approach is the one that delivers the results your business needs…now, tomorrow, and for years to come.
Author: Jake Baadsgaard
Jacob Baadsgaard is the CEO of Disruptive Advertising. He is a passionate digital marketer and entrepreneur with 7 years of enterprise digital marketing experience. He personally managed over 40 million dollars in annual marketing budget and consulted many of the Inc. 100 companies while at Adobe, including groups like: GE,… View full profile ›
MARKETING
Unlocking Hidden Revenue: The Inbox Retargeting Methodology
Page conversion rates have ALWAYS been a problem. The simple fact is most people don’t convert even on the most optimized pages.
What’s why traditional retargeting on ad networks has been so dang powerful. While retargeted leads come cheap, they still aren’t free. Worse, you’re back competing against your competition in the ol’ ad auction system.
For the last 6 years, I’ve been using a tactic called Inbox Retargeting to identify who lands on my key pages and directly reach out to them in their inbox.
No more ads. No more auctions. Just a targeted contact that showed they were interested, but didn’t quite take the leap yet.
Before I dive into the “What’s” and “How’s”, this tactic can only be used in the good ol’ US of A. If you aren’t in the states or don’t have clients in the states, you’re out of luck. Sorry!
How It Works
Inbox retargeting doesn’t take a lot of heavy lifting. I’ll share the strategy next but I wanted to start with some of the logistics.
DISCLAIMER: I am not a lawyer or coder, so keep that in mind if technical or legal questions pop up.
If you have a website, you have tracking scripts, e.g., GA4, the Facebook Pixel, Heatmap software, etc…
To get started with Inbox retargeting, you just need to be able to copy and paste two scripts on your site:
- A collection script: This fires and tries to identify the visitor
A suppression script: You’d fire this on your conversion confirmation pages, you don’t want people who converted to land in your Inbox Retargeting campaigns.
The tech works off of a database of contacts in the United States that are eligible for emails, so it’s completely above board with your ESP. However, you’ll want to do a few things before you start treating them like a regular member of your email list.
We initially tested this on one of our paid media campaigns. We already had a really strong campaign that we wanted to squeeze more leads out of…and boy did we.
We were driving traffic from Meta (Facebook for the OGs) to this landing page:
This page converts at 58%. Yeah, that’s a humble brag…deal with it.
Even with a 58% conversion rate, we’re still missing out on 42% of the traffic we’ve already paid for. That’s kind of a bummer.
After we added the collection script to the page, they were able to capture a lot more leads. The conversion rate jumped from 58% to a very sweet 87% – that’s a 50% increase!
That was the impact on a single page, that’s when we knew it was time to go bigger.
The Strategy
Most of the tools out there, whether it’s Retention.com or Customers.ai, are going to charge based on the number of contacts. So it can get pretty easy to burn through contact credits if you run the script on every page you manage, your site and your clients’ sites included.
That’s why you’ll want to make sure to select pages that capture intent versus targeting all of your traffic.
ID Key Pages
Here are some of the pages you should consider adding the collection script:
- Campaign Landing Pages – If you’re paying to send someone to a page, the referring source piqued their interest. If they didn’t convert, you’d definitely want to follow up.
- Product Pages – If someone is viewing this page they’re evaluating a particular product they were interested in.
- High Intent/Value Content Pages – This could be your pillar content on your blog pages, podcast pages, or your top level service pages.
- Registration Pages – This is a subset of a landing page, but if someone got all the way to a registration or sigh up page, they’re a prime candidate for outreach.
- Cart Pages – People abandon carts all the time. If you weren’t able to catch their details during checkout, this is an ideal opportunity.
Effectively it’s any page where you’re pushing a specific action. While the above pages are the pages to choose from, a homepage is acceptable but will require a little more finesse when you follow up.
Map to Email Campaigns
Now that you’ve identified where you’re going to identify leads, you’ll need to map it to your automation tool.
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Most tools have a direct integration with your email service provider, but worst case scenario you may have to pass the data through a no code integration tool like Zapier.
Once you’ve worked out the digital plumbing, you’ll want to follow up based on the page the contact was collected on. Here’s how you should approach follow up:
- For Campaign Landing Pages – Give them the specific asset. They were interested in it, you’ve got their contact information, just hand over the goods. This builds good will at the start of the relationship.
- Product Pages – Send over the details of the product or product category they were viewing. This could be as simple as a reminder or you could build goodwill with a special offer or coupon.
- High Intent/Value Content Pages – Send over some of your best content or freebies that move people to the next phase of the Customer Value Journey.
- Registration Pages – Treat these like an “abandoned cart” type of email and get them to take that next step.
- Cart Pages – Same as “Registration Pages” but it’s, you know, an actual abandoned cart reminder. Similar to the product pages you could entice them to come back with a deal or coupon.
- Homepages – If you do run these on the homepage, you’ll need to do more of a reintroduction then transition to showcasing your best stuff.
Email Structure
The initial message you send needs to have a very specific flow. There are four critical things that need to happen when they open up your Inbox Retargeting message.
First, remind them about who you are and how they know you. This can be as simple as a, “Hey, thanks for stopping by…” message. Have some fun with it.
Next, you need to provide highly specific value based on their browsing intent. If you get this wrong, they’re just going to file your message under SPAM.
After that, you’ve got to set expectations with what they’re getting and now you’ll be communicating with them moving forward.
And Finally, you need to give them an EASY OUT. These campaigns have our highest unsubscribe rate, but that’s because we outright ask people to unsubscribe if they don’t want any additional contact.
Once you’e gone through this, you treat them like one of your regular subscribers with all your fancy ascension automations, content emails, and promotional emails.
Here are the email stats from one of our PPC Campaigns:
With an average open rate of 53.87%, we know there’s a base line interest in the deliverable. The click rate is DANG good for messaging visitors who didn’t convert.
Sure the unsubscribe rate is a little high for this campaign, but that is intentional. We push them to opt-out in the first email so we don’t get dinged later with complaints.
The Payoff: An Additional 109k Last Year
I mean, who doesn’t want another cool 100 grand for adding a script to your website and writing a couple of emails? Here’s how the numbers work out:
Last year, we identified 3,714 leads using this method. IMPORTANT: When I was pulling these numbers, I realized we installed the code wrong on some pages and missed out on about another 2k leads…oops!
Our average lead cost was ~$7, so the leads themself were a $26,000 additional value. This alone would be a reason to use the tech.
BUT JUSTIN, did they convert?!
Yes!
We closed $36,000 in IPPC business from this lead source. For what we spent on those leads we’re looking at a 750% ROAS. Not too shabby.
The rest of the money we made was by selling this service to our clients. Since we run paid ads for clients, this method is a complete no brainer. We ran a pilot program and only offered this to a handful of clients last year, we averaged about 4k/month in sales.
We sold clients the leads at ~$2/lead for some of the niches we work in, that’s a steal.
If you decide to sell this you need to make sure the client knows these are lower intent leads and will require longer term nurtures. If you follow the email strategy I shared above, you’ll be good to go!
Protip: Charge for building the follow up sequence!
So that’s it! If you’re running your own business or are an agency owner, you’ve got to consider Inbox Retargeting. Though, I do have some bad news…
Not to be “Chicken Little” but this is starting to get way more attention, there are services popping out of the woodwork so this will become a table stakes method. So get ahead of this today.
MARKETING
What’s Media Mix Modeling? [Marketer’s Guide with Examples]
Have you ever felt in the dark when it comes to understanding the real impact your marketing dollars are having across multiple channels?
Determining where and how conversions are occurring is crucial in optimizing your budget to drive the most impact with your marketing budget. Media mix modeling (MMM) is an analytical approach used to gauge the effectiveness of various marketing channels in driving sales and conversions. This method allows us to decipher the true influence of advertising spend across diverse platforms by accounting for a myriad of factors, both within their control (like media channel spend, promotional strategies) and outside their control (such as economic conditions, competitor actions, and seasonal influences).
One of the key strengths of media mix modeling is its ability to incorporate long-term brand building effects alongside immediate sales impacts, offering a comprehensive view of marketing effectiveness. It helps in identifying which channels are most efficient, how different channels influence each other, and how external factors affect marketing performance.
Media mix modeling is a powerful tool for marketers seeking to optimize their marketing investments. By providing a holistic view of how various factors contribute to sales and conversions, MMM enables data-driven decisions that enhance marketing efficiency and business growth.
In this article, we explore how media mix modeling works, and how businesses can use analytics to drive smarter ad spend decisions.
What Is Media Mix Modeling?
Media mix modeling (MMM) is a type of analysis that measures the impact of media buys across multiple channels, showing the role various elements play in achieving a desired outcome—often a conversion or revenue KPI. With this information, marketing stakeholders are able to make specific adjustments to campaign spend to improve their progress toward reaching a given goal.
Media mix modeling can be used to address common brand marketing questions and pain points, including:
- Which of our marketing efforts are having the biggest impact on reaching our goals—or, more simply—what’s working?
- How big of an impact does seasonality have on our marketing performance?
- How closely is our performance tied to promotional efforts?
- Are shifting consumer trends negatively or positively impacting outcomes?
- Which specific mix of spend allocation drives the highest ROI?
- How will these channels likely perform in the future based on their optimized spend allocation?
“Media mix modeling is a top-down , privacy resilient approach that evaluates how historical media activity, promotions, pricing, seasonality, and uncontrollable factors—such as economic activity—impact key business outcomes such as sales revenue. MMM is a scientific approach to attribution in the sense that it applies statistical methods to analyze and interpret marketing data, providing a systematic understanding of how different marketing channels contribute to overall business goals in the broader context of the market. The quality of insights derived from MMM heavily depends on the quality and granularity of the data used.”
— Annica Nesty, Group Director of Marketing Science at Tinuiti
MMM leverages aggregate data, and can measure both online (digital) and offline (traditional) advertising channel performance, including (but not limited to): paid media channels such as social media channels, traditional print advertising, linear TV advertising, and other performance marketing efforts, organic media, operational factors like promotions, external factors like seasonality, economic conditions, outcome KPIs such as sales revenue, new customers, and conversions.
How Does Media Mix Modeling Work?
The MMM framework is a type of statistical analysis that uses statistical methods and econometric models such as a regression analysis. This econometric model helps analysts determine the strength of relationships between a single dependent variable and an array of independent variables.
Media mix modeling analysis measures the impact of your media spend today, and is also helpful in predicting the future outcome of your marketing investments on a given variable.
Example:
Let’s assume a scenario where our target metric, or dependent variable, is revenue, a critical indicator of business success. We aim to dissect the influence of various marketing initiatives on this revenue. These initiatives, our independent variables, encompass a diverse array of digital advertising campaigns, including those run on TikTok, Instagram, Snapchat, as well as broader Display and Streaming platforms.
The number of independent variables under scrutiny does not dilute our core objective. The mission is to measure the relationship between the marketing endeavors and the revenue they generate. This involves not only identifying the direct contributions of each campaign to revenue but also understanding the nuanced interplay between them by observing how changing aspects of those independent variables impacts the chosen business outcome
What can MMM Measure?
When using MMM to assess campaign success, marketers should leverage statistical methods and econometric models to get the most accurate picture possible. Data quality is essential in achieving an accurate media mix analysis, so take any needed time to clean your data before using it in your analysis.
Key elements an MMM equation can measure include:
- Base and incremental sales volume impact
- Channel effectiveness and return on investment
- Marketing spend saturation
Media Mix Modeling vs. Data-Driven Attribution Modeling
Like media mix modeling, attribution modeling also studies the efficiency of marketing strategies — but there are important differences.
Attribution modeling is a general term that refers to tracking engagement to better understand how specific tactics drive action at the user level. This modeling works well for analyzing specific customer touchpoints, focusing on elements like how a consumer converted, which creative on which channel led to that conversion, and what the expected ROI could be if more ad budget were shifted to that channel.
Media mix modeling takes a higher-level, more comprehensive picture. This modeling isn’t designed to measure user-level engagement like impressions and clicks, rather its primary function is measuring the impact of an entire touchpoint on specific marketing objectives.
Data-driven attribution modeling and MMM each have their own set of strengths. It’s not a matter of one being better than the other, rather one being better-suited to different types of marketing analysis.
For example:
- The precision of the data-driven attribution: Let’s assume you want to invest more spend in a social ad campaign during the holiday season. While MMM is an option for determining where to allocate those dollars, data-driven attribution excels in dissecting the intricate customer journey, offering a microscopic view of user interactions. For instance, if you’re keen on understanding the exact value of a single click from your social media campaign, Data-Driven Attribution can illuminate the path.
- The holistic perspective of the media mix modeling: Media mix modeling, can consider the impact of offline actions and initiatives. Unlike the more narrowly focused attribution models, which might overemphasize the first or last touchpoint, MMM assesses the collective impact of all channels over time. This makes it an indispensable tool for strategic planning and long-term investment decisions in your marketing portfolio.
“Attribution modeling is based on a bottom-up approach while media mix modeling takes a top-down approach. Media mix modeling provides a long-term view of the marketing ROI of media activity, while attribution modeling evaluates individual-level activity to provide a short term view of marketing ROI.”
— Annica Nesty, Group Director of Marketing Science at Tinuiti
Why Does MMM Make Sense for a Post-cookie/Post-IDFA World?
In the post-cookie and post-IDFA landscape, where privacy concerns and regulatory changes limit access to individual user-level data, media mix modeling has become a pivotal analytical tool. MMM’s emphasis on overall marketing spend allocation and its proficiency in establishing cause-and-effect models, address the challenges posed by the diminishing availability of explicit conversion information, providing marketers with a privacy-respecting and insightful approach to navigate the evolving digital advertising ecosystem.
An Example of Media Mix Modeling
With the right media mix model, a business can measure their past marketing performance to improve future ROI by optimizing the allocation of the media budget by channel and/or tactic, including: traditional and digital media channels, promotions, pricing, competitor spend, economic conditions, weather, and more.
Example:
An international ecommerce brand wanted to forecast their second-half of the year and create an optimal media mix to make their marketing dollars work smarter. A combination of client data, marketing data, and machine learning were required to create a powerful, custom media mix model.
To build the model, the business used 2+ years of digital marketing and revenue data, analyzing it by market, tactic, and day. The data was then used to create model to assess future spend showing how changes in investment across channels could impact revenue and sales.
The full digital media mix model gave the ecommerce brand a detailed analysis of where to optimize their spend across all digital marketing channels.
One recommendation was to shift dollars away from social—which historically had been at or near 30%—to paid search. This recommendation came with another layer of insight: The brand realized they were overinvesting in awareness campaigns, and needed to invest more heavily in capturing current demand during the 2nd half of the year.
Results: Working with a robust media mix model, the brand was able to break down how much media spend was needed by each channel in order to achieve the 30% YoY revenue goal they targeted.
The Benefits & Challenges of Media Mix Modeling
MMM helps you accurately connect all the dots, leveraging (ideally) a wealth of provided data, to understand how disparate aspects of marketing campaigns work together in helping you reach your business goals.
Benefits of Media Mix Modeling
The benefits of MMM are multifaceted, offering marketers a strategic edge in navigating the intricacies of their advertising efforts. Let’s dive into each benefit in detail…
Omnichannel Campaigns: MMM excels in providing insights for omnichannel campaigns, allowing marketers to understand and optimize the impact of their initiatives across various channels. This capability is crucial in today’s interconnected digital landscape, where consumers engage with brands through diverse platforms.
Improved Oversight Over Media Spend Impact: MMM provides a comprehensive view of the impact of media spend, enabling marketers to assess the effectiveness of their investments. This improved oversight ensures a clearer understanding of how each component of the media mix contributes to overall campaign success.
Media Spend Optimization: With MMM, marketers can optimize their media spend by identifying the most impactful channels and touchpoints. This data-driven approach allows for strategic adjustments in budget allocation, ensuring that resources are directed towards the avenues that yield the highest return on ad spend.
Effective Targeting of Audiences: MMM’s analysis helps in refining audience targeting strategies. By understanding which elements of the marketing mix resonate most with specific demographics, marketers can tailor their campaigns to effectively reach and engage their target audience segments.
Forecasting with Certainty: One of MMM’s strengths lies in its ability to forecast results with a high degree of certainty. This forecasting capability empowers marketers to make informed decisions based on predictive analytics, aiding in long-term planning and goal setting.
Reduced Reliance on Personally Identifiable Information (PII): MMM minimizes the reliance on personally identifiable information for analysis. This is especially crucial in an era where privacy concerns are more important than ever.
Media mix modeling is a comprehensive and powerful tool, offering a range of benefits that contribute to a more effective, data-driven, and privacy-conscious approach to marketing strategy and decision-making. While there are many benefits to MMM, there are challenges as well. Let’s look into common challenges of MMM in our next section.
Challenges of Media Mix Modeling
MMM grows increasingly complex as the media landscape becomes more fragmented, and the customer journey more personalized. Whereas in the past, advertisers may have wanted to measure something as simple as the impact of a print ad in a Cleveland newspaper, today’s consumers are exposed to brands in a wide variety of locations and formats, from a subway transit poster to a Sponsored post on Instagram.
Working with high-quality data is important in any measurement initiative, but for MMM to work effectively, it also needs a lot of data to build a reliable model. For example, if you wanted your model to consider the performance impact of seasonality, it would ideally need at least three full seasons (three years) of data to consider in its analysis.
This makes media mix modeling a ‘long game’ initiative with infrequent reporting by its nature. Brands and advertisers who are more accustomed to daily or weekly updates may struggle with ‘waiting out’ the analysis.
Because it’s not designed to make considerations based on user-level data, instead providing aggregate insights, media mix modeling offers limited insights on brand impact, personalized targeting, and customer experience. However, advanced models are available that can provide highly granular insights, but traditional MMM provides aggregate insights.
Common Misconceptions About Media Mix Modeling
Media mix modeling, like many other analytics solutions, has also become a marketing buzzword that has generated its fair share of misconceptions.
Here are a few of the most common misconceptions around media mix modeling.
Media Mix Models Are Not Transparent
With large datasets and statistical analysis involved in media mix modeling, the methods behind the technique have been critiqued for their obscurity. If there is no perceived transparency in the process, how does a brand know if its media mix model is really accurate?
Any organization specializing in media mix modeling should provide a transparent approach, with deliverables such as outlines, milestones, and performance reports. Additionally, you may want to consider partnering with an agency that truly understands how media mix modeling aligns with your needs and expectations. Every business is unique and each media mix model is based on multiple factors.
Media Mix Models Do Not Provide Real-time Data
Today, results are often measured by the timeliness of their delivery, with the current digital marketplace allowing for almost instantaneous real-time data. Media mix models do actually provide compelling real-time marketing insights, perfect for evaluating new campaigns, new competitors, and assessing pricing actions or changes in promotional strategies.
A powerful partner in media mix modeling will provide sophisticated tools and real-time approaches to satisfy your business performance assessments. Your partner should also be able to provide forecasting, simulation, or AI- and machine-learning-integrated models to suggest future movements.
Media Mix Modeling is Biased to Offline Channels
Though media mix strategies do integrate and consider offline channels in their approaches, media mix modeling also considers all digital channels — including display, email, paid search, social, and more. Remember—it’s considering your media mix. If that includes ten different channels and you provide enough high-quality data for each, they will all be considered in your marketing mix analysis.
In fact, as customers have become more intertwined with digital channels, media marketing models have adapted to go even deeper into the analyses provided by those channels’ respective insights to support better budgeting choices and customer segmentation reports.
Conclusion: MMM Closes the Loop on Marketing Performance
In an ever-evolving digital landscape, MMM’s adaptability to the post-cookie/post-IDFA world positions it as an essential tool for marketers. As businesses seek to connect the dots, leverage data, and make strategic decisions, MMM is a crucial ally in the dynamic realm of mixed media advertising.
“At Tinuiti, we leverage measurement best practices such as MMM and incrementality to understand media effectiveness, predict future outcomes, create deeper insights, analyzing what-if scenarios to provide recommendations that optimize media performance. This helps brands understand what channels they should be investing in, how they should shift budgets (media mix), creating a high-level view of what channels are driving overall sales and ROI. Our goal here is to deliver growth for our clients by maximizing the return on investment through best in class measurement”
— Annica Nesty, Group Director of Marketing Science at Tinuiti
At Tinuiti, we know, embrace, and utilize MMM. Our Rapid Media Mix Modeling sets a new standard in the market with its exceptional speed, precision, and transparency.
Our proprietary measurement technology, Bliss Point by Tinuiti, allows us to measure what marketers have previously struggled to measure – the optimal level of investment to maximize impact and efficiency. But this measurement is not just to go back and validate that we’ve done the right things. This measurement is real-time informing what needs to happen next.
Curious about how we can tailor strategies to hit your unique marketing bliss point, including Rapid Media Mix Modeling? We’re eager to chat. Contact us today for details.
MARKETING
Email Ready to Send? Make Sure to Tick These Things off First!
Designing and developing an email campaign is a complex mechanism; a few things will inevitably escape your attention during the process. So, before you hit that send button, you must draw up a foolproof checklist to ensure every single component in your campaign is in its rightful place. Wondering what an ideal pre-flight checklist looks like? We’ve carefully compiled everything necessary in this blog. Read on to find out!
Subject Line and Pre-header Text
A subject line can make or break your emails. It’s the first thing about your email that reaches the audience, and if it fails to hit the right notes, you’ll have a tough time convincing your subscribers to engage with your emails.
What makes a subject line tick, you ask? Let’s take a look!
- Your subject line should prioritize an economy of words; this will help you on two accounts- firstly, a crisp and to-the-point subject line increases your probability of catching the reader’s attention. Secondly, longer subject lines run the risk of being clipped on mobile devices, thereby spoiling the subscriber’s user experience. By keeping your subject lines concise, you eliminate this possibility.
- Ensure your subject line clearly explains what readers can expect upon opening the email. The more guesswork your subject line demands of readers, the less likely they are to open your email.
- Steer clear of using words that might be considered spammy. With email filters becoming more and more sophisticated, usage of any sort of contentious term in your subject line will result in ISPs flagging your email as spam.
- Personalize your subject line. In a climate of increasingly crowded email boxes, personalization is one technique you simply can’t afford to overlook.
Besides fine-tuning your subject line, you also need to pay attention to your pre-header text. Building upon the context provided by your subject line, pre-header texts give readers an additional nudge to open their emails. Two crucial things that you must keep in mind while curating your pre-header texts are:
- It must exist only as an extension of your subject line; it must not try to introduce any new ideas on its own.
- It must be mobile-optimized.
Broken Links
Given that the links embedded in your email eventually facilitate a conversion, it is imperative that you thoroughly evaluate their health prior to delivering your emails. Broken links aren’t just bad for business; they also spoil a subscriber’s user experience.
Here are a few things you must check after embedding a link in your email:
- This might sound trivial, but do check if the link you have inserted is the one you intended to or not; the only thing perhaps worse than having a broken link is having an irrelevant one.
- Check that the link is redirecting the user to the desirable destination.
- If the download of a resource is supposed to be triggered by clicking the link, check if that’s functioning properly; you wouldn’t want subscribers clicking umpteen times on your link only for it to return nothing.
Accessibility
Apart from acing your content and design, you must also work towards making your email campaigns accessible; people making use of assistive technologies must be able to engage with and comprehend your emails in an absolutely hassle-free manner.
Given below are a few measures that will help you make your campaigns accessible to all:
- Organize your email content. Break down long paragraphs into small sections of 2-3 lines. Use bullets and subheadings wherever necessary. This will make it easy for assistive technologies such as screen readers to parse through your content.
- Write descriptive alt texts for the images you’re including. Besides improving accessibility, alt texts also enable search engines to crawl your page more efficiently, thereby boosting your SEO.
- Use semantic markup; this will help screen readers navigate your emails in a smooth fashion.
- Try to stick to a single-column layout while designing your email template.
This email from AllTrails is an ideal example of an accessible template.
Inbox Preview
Different email clients render emails differently, even if only slightly. Hence, before sending out your emails, you must preview them across different environments and clients to check if they appear as desired. If you are designing your email for dark mode, too, it becomes that much more important to preview it before delivering.
Wrapping It Up
For your email campaigns to be able to drive maximum impact, they must be free of blemishes of all kinds. We hope the pre-flight checklist we shared above proves to be of help to you when you sit down to create your next campaign.
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