Digital Dollar Blog from Joe Wozny

By Joe Wozny 22 Nov, 2017
This article by Joe Wozny was published in the   PR News Guidebook 'Google for Communicators’
By Joe Wozny 22 Nov, 2017
We bring to you our updated research on successful Digital Marketing Models.
By Joe Wozny 27 Apr, 2017

Digital transformation and it’s impact on marketing and sales in your business is important. This article, (and these practical 3 Steps) share practical methods of supporting digital transformation by creating a “marketing value loop” for your company.

By Joe Wozny 27 Apr, 2017

User Experience, Dwell Time, Long Clicks, Time on Site, Bounce Rate, Conversion Rate, Digital Transformation, RankBrain …

By Joe Wozny 14 Feb, 2017

The Internet has forever changed how retail businesses operate and how consumers shop. I enjoyed this infograph and wanted to share it with you since the stats are well researched and the impact offline to retail is quite astounding. Looking forward to new advertising tools that will allow retailers to track inshore visits from an ad click as discussed in the Spring edition of Digital Dollars and Sense. Full credits to the infograph’s publisher and creators here .

By Joe Wozny 14 Feb, 2017

Believe it or not, any reason we engage with content boils down to one simple motivation: filling a need.

By Joe Wozny 14 Feb, 2017

All companies jump into the world of digital marketing with strong expectations to get the most out of their advertising and marketing activities. The “jumping” step is important as it signals intent. And supporting this intent through a digital strategy is the next necessary step in the process of maximizing the effectiveness for digital marketing programs and actions.  

By Joe Wozny 28 Oct, 2016
Delivering the right content to the right audience is always an important part of Content Marketing. Facebook’s Preferred Audience Tool is one option for you to consider using, as you "drill down" to reach your ideal customer. According to Facebook “Audience Optimization is an organic targeting tool to help publishers reach and engage their audience on Facebook and better understand the interests of people clicking on their posts.”
By Joe Wozny 07 Oct, 2016
I though the reply to this question would be of interest to any number of companies selling online.  
By Joe Wozny 21 Jul, 2016
In the space of little more than a week, Pinterest, Google and Facebook announced new or expanded initiatives to connect the dots between digital media and offline consumer behavior. There are well over a dozen companies that are doing similar things for mobile display or cross-platform display: Foursquare, NinthDecimal, YP, UberMedia, Swirl, Verve, PlaceIQ, Factual and others.

For years, digital marketers have associated location based marketing with “local”. Local has also been associated with small businesses. Most have assumed that local was a niche segment or a difficult and not-very-lucrative market.

National advertisers and brands generally have had trouble localizing and thus local has been ignored for the most part. Some marketers continue refer to local and localization as a “vertical.”

With technology enhancements, our view of location based marketing (or local) is changing. In fact, it’s received a new name - offline consumer behaviour - because it’s defined by a different set of parameters. Offline consumer behaviour features being created by major ad, search and social networks aim to assist marketers with reaching and influencing consumers before they buy something - in most cases offline at “a location” near them.

Some say this opportunity is many times larger and more important, than e-commerce. For example: In 2015, approximately $4.8 trillion in retail spending happened “offline.” That compares with roughly $350 billion in e-commerce in 2015. This does not include the services industry (restaurants, entertainment, professional services, etc) which is reported to be several times larger than retail, where trillions of dollars more are spent on each year.

Google, Facebook and several others are also trying to go beyond “mere visits” and track the impact of actual sales from ad exposures. The implications of you having visibility into offline consumer behaviour for these networks include:

  • Optimizing campaigns for offline actions. Media planning can be measured in terms of what’s actually working (vs. clicks/impressions).
  • Offline data can be used for online retargeting and personalization plus audience segmentation and targeting based on real-world actions.
  • Location analytics offer deeper insights into both offline and online actions.
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