How can You Increase Digital Marketing ROI and Accountability?
How can you increase digital marketing ROI and accountability? Isn’t that the question that keeps digital marketers and CMOs up at night?
The DigitalMarketingOne Founders Council has spent the last couple of months collaborating to gather cross-functional advice on this question. The result is a series of short articles from our Founders Council members. Bob Thompson, CEO of Customer Think is the editor in chief for the project.
What’s new here?
The cool and really remarkable thing here is that each author is an expert in a different niche within digital marketing. And so collectively the articles will break across digital silos and show how the many puzzle pieces can be assembled into a digital strategy that supports the business.
Kicking it off with the Strategic Roadmap for Digital Marketing
As the chair of the Founders Council, I have had the pleasure to coordinate our collaboration during the project. And I have had the honor of kicking off the article series earlier this month with the strategic roadmap for digital marketing which has also been discussed on this blog before.
Now, on to the First Area of Expert Advice: Digital Marketing Channels
With the top level strategy set, the first set of articles summarize the minimum that a chief marketer must know about various digital channels. It is one of the most remarkable but also most challenging aspects of digital just how many channels there are (advertising, search, email, social, mobile, etc. etc.)
You can’t hope to increase ROI and accountability without channel specific know-how.
First Channel know-how Article: Ted Boyd on Interactive Advertising
So, with that I’d like to point you to the first article in the series that was published within the area of channel expertise. We are kicking of with Ted Boyd’s advice on Interactive Advertising.
There are two kinds of advertising online that have something to do with interactivity. Namely, targeted advertising on the one hand and directly interactive ads on the other hand that may for example include a little video or game. Ted’s key advice is focused on the latter kind of ad.
Key take away: Interactivity is the major strength that the Internet has over offline advertising. So, Interactive Ads are an opportunity that digital marketers must at least consider to do digital justice. Yet, a measurement strategy will be key so you can prove that the extra effort of making the ad interactive pays back.
A few words about Ted Boyd
Ted is CEO of 58Ninety Inc., a Toronto-based Digital Agency. 58Ninety helps clients create strategies and engaging experiences that span multiple technologies, platforms and media channels. Mr. Boyd is the founding President of the Interactive Advertising Bureau of Canada, a Director of The Audit Bureau of Circulations, Chair of the Audit Bureau of Circulations’ Canadian Digital Advisory Committee and a Director of CBC/Radio-Canada.
Read his article on Interactive Advertising here.