Tag: AdoptoMedia

Marketing Spend: to Cut or Optimize?

Over the last decade marketing effectiveness has been slowly declining and the industry has gone through a lot of changes. In attempt to save budgets many companies decided to reduce this expenditure area, but how wise was this move, given that marketing drives growth and enterprise value? This article covers an approach everyone should take when it comes to budget allocation. Marketers all over the world are under pressure to justify their huge spend, which amounts to 10% of revenue on average. In 2017 Binet & Field published a book called Marketing Effectiveness in the Digital Era, where they wrote that marketing effectiveness is currently declining. There are a few possible reasons behind such a trend: But ads’ potential to drive sales in short term is not the whole picture: daily impact makes up only 18% (can be measured and improved with digital attribution), while even weekly or monthly impact reaches 42% (measured with marketing mix modelling). You might be surprised, but monthly or yearly contribution is 100% (analyzed through brand equity modelling). The key takeout here is focusing on longer-term results aligned with overall brand growth strategy will generate outstanding results. In 2017-18, some major advertisers started significantly cutting… Read more »

media budgeting, high ROMI, ROMI increase, marketing spend optimization, real-time marketing accountability, marketing transparency, marketing effectiveness, digital transformation, AdoptoMedia, CheckMedia Solution, best media measurement tools, marketing technology, martech

The 12 Crucial Competencies for Superior Marketing Accountability

Today, around 10% of revenue is allocated to marketing, and in 2018 these spends amounted approximately to a trillion dollars worldwide. All marketers are under pressure to justify such huge investments, but top professionals know how to cope with it. In this article you will find out how to become a high-performing marketer as well as increase accountability and transparency in your company. Despite all technological advancements in the industry, accurate quantification of marketing contribution remains a serious challenge, mainly because there are no universal standards in this area. Forbes addressed the problem by establishing an initiative together with the Marketing Accountability Standards Board aimed at helping businesses better measure, optimize and understand the contribution of marketing. They also conducted a research involving 800 CMOs to select the most effective tools, strategies and approaches available now. Every detail matters, all promotion channels, traditional and digital must be used in the most effective and efficient way, every investment should be a well-informed decision. Today data is power, so it doesn’t come as a surprise when experts mention it among analytics and martech that improve marketing performance. Here are nine key takeaways from the research that can help a company gain accurate… Read more »

marketing capabilities, top marketer, digital marketing, social media marketing, digital transformation, best media measurement tools, marketing technology, martech, real-time marketing accountability

How Marketing Increases Enterprise Value?

There is no doubt marketing contributes a lot to company’s growth, but how to accurately define its contribution is still to be determined. In this article we cover most common challenges marketers face today and provide some valuable advice from a 2018 research by Forbes on how to apply marketing techniques wisely and quickly implement data-driven insights in your decision-making to increase the enterprise value. According to the research where over 800 marketing executives were involved, investments in marketing have become the major contributor to company value in today’s digitally driven economy. Market conditions are changing quickly, intangible assets like brand equity, innovations and customer relationships are becoming increasingly important. To monitor complex, fast changing customer journey and address numerous other problems marketers worldwide annually spend about $1 trillion, moreover they are struggling to justify these huge expenses as well as measure their effectiveness. Most CMOs use over twenty tools; with this variety it’s getting more difficult to measure and optimize marketing investments. The need for higher marketing accountability shows that an international measurement standards should be established. Here are three reasons why organizations need to better understand, measure and improve marketing? Investors and owners need to see the impact… Read more »

marketing effectiveness, enterprise value drivers, marketing investments, real-time marketing accountability, marketing technology, digital transformation, interdepartmental collaboration, marketing strategy, CRM, Customer Relationship Management, brand value, AdoptoMedia, CheckMedia Solution

Marketing Technology to Maximize Your ROMI

According to recent Gartner research, companies spend 12% of their revenue on marketing, and about a third of this budget is allocated to marketing technology. This approach makes sense, because simply pouring money in advertising relying only on your experience or gut feeling will not necessarily yield the expected results. However, with the right technology, you can minimize risks, discover ways to cut spending and drive ROMI. The first step to an effective marketing strategy is high-quality and comprehensive data, because well-informed decisions based on statistics will definitely lead to success. The statistical tool that analyzes different parameters affecting past sales and provides forecasts for upcoming periods is Marketing Mix Modelling (MMM). Some important parameters it covers are: Media types Effectiveness of online and offline channels Incremental sales MROI of different media types Seasonality Competitors’ marketing activities Implementing MMM is a wise choice not only for Consumer Goods industry, where the competition is high and brand loyalty is low, but for any large company that manages business in more than one region or country and promotes its goods and services through a wide range of media channels. With MMM you will be able to quickly and easily get insights from… Read more »

Marketing Mix Modelling, Marketing Technology, ROMI optimization, ROMI increase, marketing budget optimization, effective marketing strategy, CheckMedia Solution, AdoptoMedia, forecast sales, measure advertising effectiveness

Improving Marketing Effectiveness. Part 1: What to Measure?

There is hardly an organization that is completely satisfied with their abilities to assess marketing activity results, and in this age of technology and changes companies should choose wisely and act quickly to keep pace with trends and generate business growth. A global consultancy Gain Theory published a white paper on marketing effectiveness that provides information on how to measure and maximize the impact of marketing activities. In this article, we cover the most informative and interesting parts of their paper, which includes insights from the marketing top managers of 40 large UK brands that together spend over £7 billion on advertising. The key to success and business growth is the right marketing strategy, it will help to create the right culture, make better decisions and wisely invest. It requires specific knowledge and resources, and the common challenges include not having the right people for the job or complexity of the subject itself. With the right motivation and collaboration within a company it will be easier to achieve better effectiveness. And here are some advice that the author gives us to improve marketing performance.  What is marketing effectiveness? To properly and successfully measure marketing effectiveness we need first to agree on… Read more »

The Right Way to Set Up an In-House Agency

After the transparency scandal broke out in the marketing industry, advertisers tried to solve this issue by in-housing some operations. Even though it initially results in ROI increase, it doesn’t mean this strategy is perfect. There are some factors that encourage companies to bring marketing functions in-house, but there are also some risks to consider. A large media agency Carat published a guide in April 2019 on how to efficiently in-house marketing operations and achieve the best results. Digital transformation requires changes, and relations between advertisers and agencies is one of the first things that should be reviewed to achieve more cooperation, a better dialogue and higher transparency. The problem with in-housing is that it loses its value over time and doesn’t result un as high ROI as initially. Sure it is inspiring to learn that one of the world’s largest advertisers Procter&Gamble set up its own in-house agency and managed to save $750 million in 2017, but such a transition should be performed very carefully with all the advantages and disadvantages taken into consideration. To achieve long-term positive results with in-housing you need to: align your company’s data strategy to its in-housing objective and  single out data maturity as… Read more »

Pioneers Conference 2018

Pioneers 2018 is a large-scale conference that took place in May 2018 in Vienna and gathered investors and representatives of modern start-ups. AdoptoMedia Company was among 550 most notable startups from around the world invited to participate in the conference. What distinguishes Pioneers 2018 from other similar projects is the fact that it selects startups developing “technologies of the future.” At the same time both newly-founded startups and those in further stages of development are welcome to participate. In 2018, Pioneers Conference was held in a unique historical place — the 500-year old Winter Home of the Habsburg Dynasty. “This is the place where the past meets the future” – said Oliver Csendes, the CEO of Pioneers. The venue chosen for the conference imposed significant restrictions on the number of participants, which contributed to the high quality of the event. AdoptoMedia CEO, Aleksey Kuznetsov, represented the company at the conference in Vienna. The company is developing systems aimed at optimization of advertising budgets. The CEO’s speech was dedicated to AdoptoMedia’s main product, namely its features and benefits. The tool by AdoptoMedia allows to easily distribute budgets between different ad channels, calculate customer’s optimal media spend and estimate ROMI (return on… Read more »

Pioneers Conference 2018, marketing, event, technological product, CheckMedia Solution, AdoptoMedia, advertising, large-scale conference

Visiting Content Israel

Content Israel is a conference aimed at researching content marketing technologies. Among its participants are international and local agencies, start-ups and major brands. The conference discusses various content marketing strategies, hosts workshops based around case study results and provides a venue for the best speakers from international companies such as SodaStream, The Guardian, Cisco, 3m and Linkedin, among others. Content Israel itself encourages participants from different countries, such as the US, Israel, the UK and others, to share in the experience and gain knowledge needed to expand their businesses. AdoptoMedia was also represented at Content Israel in the fall of 2017. AdoptoMedia is an international start-up company with branches in Israel and Estonia. The company’s primary area of expertise is advertising budget optimization based on various technologies that include attribution and econometric modeling. At the Content Israel round table, AdoptoMedia executives discussed with other participants the matters of content influencing overall advertising efficiency, and in particular, the impact of creative materials. The abovementioned econometric modeling approach employed by AdoptoMedia allows for baseline use of creatives as an efficiency-impacting factor. The influence of creatives is evaluated using specific metrics, focus groups and neuro kit-based research being the most popular. Focus groups are best applied when a creative approach is… Read more »

AdoptoMedia, Content Israel, content marketing, marketing, advertising budget optimization, advertising efficiency

Case Study: Automation of Media Planning in a Telecom Company

Most TIER-1 companies, whose ad inventory includes over 10 000 media units, face certain difficulties with media buying, ad planning, auditing and analyzing, as well as media biddings. In this case study we take a look at how AdoptoMedia helps a telecom company with media bidding and media planning automation. In order to cover all of the company’s marketing processes the solution was integrated with a Marketing Resource Management (MRM) system. 1. Planning and launching an ad campaign: the key elements In a telecom company, one of the CMO’s key goals is to manage regional marketing activities, which includes ad campaigns: production of creatives, media planning, media buying and ad placement monitoring. In our case, the telecom company uses the following media channels in ad campaigns: TV; Radio; OOH; Digital. Here are the key elements of the company’s media buying process: campaigns  take place in over 500 cities, meanwhile media buying and placement are managed by all 59 regional offices and the central marketing department; the regional offices are responsible for local ad suppliers and provide daily support for the ad planning and buying processes. The central marketing department controls and coordinates all regional office activities, and handles ad planning and buying… Read more »

Telecom Company, AdoptoMedia, CheckMedia Solution, Media Plan Manager, Marketing Resource Management

Case Study: Modeling a Bank’s Media Mix with AdoptoMedia Platform

Most TIER-1 companies employing a full media mix to promote their services need to effectively allocate the media budget among their ad channels. Banks and other financial companies with a wide regional branch network are a typical example of this. Here we will delve into the specifics showcasing how AdoptoMedia can lend a hand in navigating these investment strategies. 1. Customer profile The principal goal of any large bank’s marketing department is to manage marketing activities, and this includes allocating the media budget among products, regions, media channels and ad media within each channel. The bank uses a full media mix to support its marketing activities: TV; radio; OOH advertising; Internet; printed press. Below are the specifics of how the bank’s marketing department operates: ad campaigns take place in over 70 cities, while media buying and placement are managed by all regional offices and the central marketing department; the regional offices handle the local ad suppliers, providing daily support for the ad planning and buying processes. The central marketing department controls and coordinates all regional office activity, as well as conducts planning and buying from national ad suppliers; over 10,000 ad media are purchased annually for all media channels. All ad media purchases… Read more »

AdoptoMedia, CheckMedia Solution, Bank’s Media Mix, Marketing Resource Management, allocating the media budget