Digital Marketing
Efficient, Measurable, and Effective.
Vastly more affordable and flexible than other forms of advertising.
That's why I've made digital my bread and butter.
Here's a great example of those attributes put to use. This was an "Instant Experience" that I created on the Facebook Ad platform that promoted our biggest theme night of the year. It combines creative engaging content that the user actually wants to view, with informative sales links to incentivize a purchase. This ad's objective was clicks and revenue, and it was highly targeted to a specific audience. This meant we paid a little more for higher quality impressions. If you're a fan of the movie Slap Shot, you'll get a kick out of this. If not, well I'll just let the numbers speak for themselves.
Ad Cost: $300 | 726% ROI
Impressions: 69,168 | $4.34 CPM
Link Clicks: 1212 | .25 Cents per Click
Average View Length | 27 Seconds
Ticketmaster Pixel Tracked Revenue: $2296
Unmute Here
2019/2020 Season Stats
*Please note, that during the 2019-2020 season, the only software compatible with our pixel tracking was our ticketmaster page. Unfortunately ticket master fees marked the price up an additional 20%-30% and is one of our least used sources for fans purchasing tickets. We are upgrading to an up to date digital software for next season. Tracked revenue numbers from users who have viewed our ads will reflect much higher figures.
Paid Digital Media Used
Facebook, Instagram, Google Display Network, Youtube
Ad Objective: Clicks & Purchases
Bid Type: Optimized for Lowest Cost per View
Average Ticketmaster* Revenue Return on Spend: 170%
Average CPM: $3.06 per 1000 views
Average Cost Per Link Click: .49 Cents
Why I advocate for Digital
Effectiveness
With the right skills put to use, it works. Plain and simple. All the ad needs is a hook, just like a hit song needs a chorus. I pride myself on my hooks. I grab clicks with headlines using few words or through creative content. Impressions lead to awareness, awareness leads to clicks, clicks lead to sales.
Tangible ways to Measure Success
The amount of detailed statistics simply at your finger tips to measure an ad's success far surpasses any other media you could buy. You'll know your exact impression count, how many unique views,
how many clicks, average view time, detailed audience demographics, and if the viewer
went on to buy a product of yours...just to name a few. No need to throw your money
into the dark.
Detailed Audience and Time Targeting
Have you ever had a conversation with a friend only to have advertisements for
related products pop up on your phone just hours later? It may seem a little
creepy but it's a marketers dream. Large ad platforms such as Google and
Facebook know nearly everything about you from your location, gender, age,
income, hobbies/interest, or what products you may be looking to buy soon.
Perhaps you want to run a 12 hour flash sale, and advertise only during that time
frame to 20-30 year old females that like hockey, fashion, and dogs that live in a
8 mile radius of Binghamton University? Easily Done.
Affordable
In every sense of the word. No large contracts, the flower shop down the street can
start with just $50. The CPM's are the cheapest you'll find. There is no material cost like purchasing a vinyl banner or metal sign, heck the viewer pays for it with their phone or laptop! Production cost can be kept low with a little creative photography or graphic design skills, although video production can help take your digital efforts to the next level with an added cost.
Flexible
Every tiny detail from your budget, run time, audience targeting, graphics, copywriting, etc.. can be paused, changed, or cancelled at any time you want. Good luck changing that print ad after its' deadline.
Ad Platform Helps You Help Them
It's no secret that the big ad platforms have incredible technology and algorithms at their disposal. They make more money when you make more money, and they can lend a helping hand. Unsure of which creative photo and headline to use? Perhaps you have 7 different options that could suffice. You can plug in all of your different options and after a few days testing, a company like Google will let you know exactly which combination of assets work best, with the stats to prove it. Incredible!