Categories
Business

Van Halen: A Brand That Lives On

Millions around the world are saddened by the recent passing of rock n roll legend, Eddie Van Halen. Over the years, the Van Halen band has achieved worldwide album sales of over $96 million with all but one of its albums hitting Number Six or better on the charts. Outstanding success by any means.

Van Halen was more than a band; it was a BRAND. One that offered constant quality, volume, excitement, and attitude. Eddie Van Halen showed us what it takes to build a lasting brand, and many businesses today can learn from his example.

Brand Consistency

To have consistent branding, a business must hold true to its core values, vision and principles. Branding that stays consistent even when a company undergoes change, shows consumers who you are and what you stand for. Consistency results in a brand that people will trust and loyally follow.

Even with three different lead singers, Van Halen created a distinctive sound and brand consistency over the years. With his dedicated leadership as CEO, Eddie Van Halen acted consistently on decisions and maintained control from behind the guitar. Eddie Van Halen grew his brand and fan base by showing consistency and staying true to the original vision of the Van Halen band. Van Halen was always about the music and never wavered from producing awesome rock n roll.

Brand Evolution

It is essential that your brand has the ability to evolve and take risks to stay relevant. Testing organizational limits is part of understanding your brand’s full potential. Van Halen had three different lead singers over the years which proved the band’s ability to evolve and continue to grow a loyal fan base. While replacing the iconic lead singer David Roth with Sammy Hagar was a risk for the band, Van Halen music continued to soar high on the US charts (all four of Van Hagar Albums hit #1).

In 2009, Van Halen was able to capture an entirely new audience with the release of Guitar Hero’s: Van Halen. Now that teenagers thought listening to Van Halen was cool, it opened a whole new landscape for the band. This new fan base purchased music, tickets, merchandise, and helped Van Halen reach a whole new generation of fans.

Brand Quality

Consumers expect the quality of a product to align consistently with your brand. Eddie Van Halen poured his life’s experience and expertise as a guitarist into designing a product that would line up with the quality of rock music that Van Halen was known for.

The Wolfgang guitar design and development process took over two years of trial and error research. This intense process included multiple prototypes that went through a full year of hardcore, in-concert testing by Eddie Van Halen during his 2007-2008 world tour. The final product of the Wolfgang guitar revealed a first-class instrument with outstanding durability and quality.

When asked about the Wolfgang guitar, Eddie Van Halen stated, “It’s not a fad, it’s 35-40 years of my knowledge of what makes a sweet, sexy, toning, quality, indestructible instrument.”

Eddie Van Halen will always be remembered as an amazing guitarist with a memorable brand.

Categories
Business Marketing

Building a Strong, Cohesive Brand for Your Business

Every business has its own unique mission, brand voice, and goals. Knowing how your business differentiates from competitors is an important step, but knowing how to clearly communicate that to your consumers is what really sets your business apart. Successful businesses must not only build a strong brand, but they must also take a cohesive approach to their branding. 

What is cohesive branding?

Cohesive branding is showing consistency in your brand across all platforms to ensure that your business is immediately recognizable to consumers. Your audience may encounter your brand in various places such as your website, social media channels, landing page, digital ads, commercials, brochures, etc. To resonate with consumers, a strong brand must keep the same tone of voice, colors, graphics, and fonts consistent across all marketing platforms and materials.

Why a cohesive brand strategy matters

  1. Makes a positive first impression
  1. Creates a memorable brand
  1. Increases trust in your brand
  1. Builds brand recognition
  1. Increases conversions and sales

Building a cohesive brand marketing strategy is crucial in a competitive marketplace. If a business fails to communicate consistent branding to its audience, you could leave prospects feeling confused with who you are and what you do. Strong, consistent branding builds recognition, trust, and credibility for your business.

Everything you need under one roof

If you are looking to build and strengthen your brand the right way, partnering with Spectruss could be exactly what your business needs!

Spectruss is a full-service, all in-house marketing agency with over 10 years of experience working with numerous brands and businesses in various industries. We are a team of specialized individuals whose mission is to create stronger, more cohesive brands for businesses.

As a full-service, all in-house agency, we offer everything your business needs for branding, marketing, promotions, and advertising under one umbrella. This not only keeps your brand consistent, but it also saves your business both time and money.

Capabilities:

We tailor our services and packages specifically for each business based on their unique needs and goals!

Strengthening your brand during COVID-19

Creating a cohesive brand that consumers trust is crucial to the success of a business, especially during uncertain times. Through strategic brand marketing strategies, we helped our client, Refine Aesthetic Studio, continue to grow during the global pandemic. In four months during COVID-19, we increased the number of consultations and booked appointments by 90.2%!

If you’d like to learn more about how Spectruss can help strengthen your brand, give us shout! We’d love to talk with you.

Categories
Business Digital Marketing

How Much Should Your Business Spend on Advertising?

Great advertising and marketing are crucial to the success of a business. In recent years, digital advertising has seen significant growth, making it more important than ever for companies to have a strong online strategy in place. So how much should your company spend on advertising and where should that money be invested?

What should be your budget?

The average marketing and advertising budget for a business is 10% of its gross revenue. However, advertising spend isn’t a one-size-fits-all equation. Determining the best advertising budget for your business depends on your industry, company size, company history, existing digital presence, and goals.

1. New Businesses

For first-year businesses, it takes more marketing capital to get off the ground. New businesses need to invest heavily in brand awareness to gain customer trust and a market voice. 

Percentage: 12-20%

Variables: Some industries are more competitive than others. It is crucial to conduct in-depth market research to understand your audience and competition. The level of competition will help you determine how much to spend in ad dollars.

2. Established Businesses

Percentage: 6-12%

Variables: Competiton and profit margin are two important factors for determining your advertising budget. The higher your profit margin, the more you can afford to spend on marketing and advertising. 

If you are a smaller company doing less than $5 million in sales, the U.S. Small Business Administration recommends spending around 7-8% of your gross revenue on marketing. 

Where should you invest your ad dollars?

To properly allocate your ad dollars and maximize your ROI, businesses must pay close attention to industry trends, competitors, and consumer behavior.

In 2019, over $100 billion was spent on search marketing, display advertising, social media, and email marketing. For the first time ever, digital marketing spend surpassed traditional advertising spend (TV, print, radio, etc.). While traditional advertising is still a relevant means of marketing, digital advertising is projected to continue to dominate in the coming years.

How should you spend in a recession?

As the COVID-19 pandemic continues to cause economic uncertainty in the United States, businesses need to remain calm and reframe from slashing their advertising budget.

During a recession, there is less competition and noise. While other businesses are quiet, your customers are more likely to hear your brand voice above the rest. In addition to this, less competition means cheaper ad costs. When the economy improves, your business can emerge as a market leader having acquired a substantial customer base at a lower cost.

“A man who stops advertising to save money is like a man who stops a clock to save time” -Henry Ford

Categories
Business Marketing

Podcast with CEO of Chattanooga Whiskey, Tim Piersant

In this podcast special, Sam Silvey chats with CEO of Chattanooga Whiskey, Tim Piersant, about all things regarding brand authenticity and strategy, overcoming obstacles, the effects of COVID-19, and other important topics. Tim shares the inspiring story of Chattanooga Whiskey and its 10-year journey of establishing its brand in the marketplace.

Listen now to understand more about how Founder and CEO of Chattanooga Whiskey triumphs through adversity as his company turns global.

How it Began

In 2011, Chattanooga Whiskey was founded by Tim Piersant and his partner, Joe Ledbetter, two friends with a vision to reform the ban on distilleries in Chattanooga, TN. Before 2013, it was illegal to distill whiskey in Hamilton Country due to the decades-old prohibition laws. With a mission to bring back “Whiskey to the People”, they set out to overturn those laws and began the Vote Whiskey campaign. Utilizing a broad marketing strategy centered around empowering the Chattanooga community, the successful Vote Whiskey campaign gained huge traction across the city. In May of 2013, the laws were overturned. Not only did the Vote Whiskey campaign open the doors for Chattanooga Whiskey, but it also created significant economic opportunity for all of Chattanooga, TN.

Following this milestone, Chattanooga Whiskey became the first distillery in the Chattanooga area in over 100 years. In 2015, they began the process of crafting their own unique bourbon whiskey recipe. After four years and over one-hundred recipe variations, Chattanooga Whiskey perfected and released the first ever Tennessee High Malt, a local whiskey that celebrates Chattanooga’s rich distilling history.  

Brand Authenticity

Over the past two decades, white labeling in the spirits industry has become so common that finding a truly authentic brand with a real story is very rare. With the momentum and name recognition that came from the Vote Whiskey campaign, keeping the same white label product would have been an easy solution for Chattanooga Whiskey (the product was already doing well in several states), but that was not the Chattanooga Whiskey way. They were born to be trailblazers, so instead, they decided to be true to themselves and create a completely unique and entirely new bourbon recipe – the Tennessee High Malt. Although creating a new product was a significant risk, it was a risk they were willing to take to be an authentic brand.

In the video, Tim Peirsant shares the story of Chattanooga Whiskey’s recent launch in Kentucky and how it was received in the market. Kentucky consumers are known for their appreciation of bourbon, so it was important that Chattanooga Whiskey stood out as a unique brand. By sharing their authentic story of how Chattanooga Whiskey created the only Tennessee High Malt, it gave them a better chance to succeed in a market like Kentucky. Chattanooga Whiskey is a progressive brand because they not only have a true authentic story, but they also deeply believe that their flavor is unique, better, and different.

Brand Strategy

Tim explains that markets operate very differently in the spirits industry – some are independently driven while others are chain driven. This is important to take into consideration when building relationships, utilizing marketing resources, and implementing marketing tactics. An important strategy for Chattanooga Whiskey is to invest heavily in consumer education. Rather than using a “Spray and Play” tactic which would spread them far too thin, Chattanooga Whiskey has taken a more focused approach to share their story and build relationships the right way.

Even though naming a brand after a community can be limiting, Chattanooga Whiskey has gained major brand recognition across the United States. They are the only real branded Chattanooga product that is available in a third of the country. Chattanooga Whiskey is already available in nine different states and will soon be in twelve.

COVID-19 Challenges

Although whiskey is somewhat of a “recession-proof” product, the industry has faced some very difficult challenges with the COVID-19 pandemic. Big whiskey brands produce and sell approximately 80% of consumed alcohol. Although craft distillers only make up for a small fraction of sales, they are a huge economic and market driver. Tourism and social activity are major factors for the local spirits industry as they grow and build their brand. With COVID-19 causing the shutdown in the hospitality industry, distillers across the nation are suffering. A recent study found that 60% of craft distillers were doubtful that they would survive in the next one to two months.

Chattanooga Whiskey has been fortunate during these unprecedented times due to its growth, price point, and amount of time they have been in the industry. Because Chattanooga Whiskey is a retail-centric brand, they have been able to weather the storm and continue to grow. Chattanooga Whiskey has seen a 62% increase in sales compared to last year, whereas 42% of distillers are going out of business.

Categories
Business Marketing

Impact of COVID-19 on the Outdoor Recreation Industry

 

As the U.S. continues to face the COVID-19 pandemic, people are looking to outdoor activities as a solution to staying occupied and healthy amid social distancing mandates. Research shows that consumers are shifting discretionary spending away from typical summer travel plans and focusing instead on family-oriented outdoor activities. As a result, several outdoor categories have experienced exponential growth in recent months.

While the sports & outdoor industries typically see increased activity during summer months, this year those numbers have skyrocketed. Top retail websites like Dicks Sporting Goods, Academy, Cabela’s, Bass Pro, and Camping World collectively saw an 86% year-on-year increase in May 2020. With consumers increasingly seeking outdoor activities, sales of bicycles, boats, water sports, and camping gear have exploded.

Boating

With many summer vacations canceled, the boating industry experienced a major peak in interest to get out on the water. According to the National Marine Manufacturers Association, 70 percent of boating dealers reported they experienced significant sales growth in May 2020, the strongest number recorded since July 2018. Personal watercraft sales have spiked by 75 percent compared to May 2019. Boating has given consumers a way to get out of the house and enjoy summer days on the water while still maintaining social distancing recommendations.

Paddle Sports

Before COVID-19, the paddlesports category such as kayaks, paddleboards, rafts, and canoes experienced a decline in sales. From an inventory management standpoint, these expensive and bulky products typically gave retailers a challenge for making sales. With consumers looking for family-based activities, these products have been selling at unexpected speeds. In recent months, Google searches for water-related products increased by 70 to 100 percent. And in June 2020, sales of water sports products increased 56 percent compared to the previous year.

Cycling

The cycling industry experienced significant growth soon after the stay-at-home order was announced in the United States. In June 2020, bicycle sales were up 63 percent compared to the same time last year. Most sales were generated from family-friendly bicycles during the early months of COVID-19. In recent months, the industry has seen an increase in full-suspension mountain bikes and road bikes. This is believed to be attributed to the shortage of family bikes, along with people taking up cycling as a more permanent hobby.

Camping

The camping industry has recently experienced a surge in performance due to the increasing consumer interest of backyard adventure. In June 2020, sales increased by 31% as more people camped at local destinations or even their back yard to spend quality time with family outside of the house. Recreational tent sales grew almost two times as fast as backpacking tents, which are typically purchased by serious campers. This indicates that as camping continues to grow in popularity, the family recreation niche could be a major boom to the industry. Offering more affordable equipment to new campers will also provide value during current economic uncertainty.  

Categories
Business

Innovation During an Economic Downturn

If the current economic downturn is crushing your entrepreneurial hopes and dreams, there is good news for you – history has shown that a recession can provide a significant opportunity for innovation.

By developing an innovation strategy that foresees a recession, you can help your business survive the hard times as well as find profitable ways to gain a competitive edge. This means going from defense to offense to secure a stronger position in the market.

The Shift to a Low Touch Economy

The COVID-19 pandemic has affected businesses across the world. The US economy has already seen a decline in Q1 and is headed towards another decline in Q2 of 2020. At this time, it is impossible to predict exactly how this health crisis will be resolved and how it will affect the economy long-term.

However, economists have already validated a socioeconomic shift in our country. This has been seen through an increase in remote working, higher demand for e-commerce and home deliveries, an increase in E-health systems, and higher attention for hygiene. This hyper-digital society brings fewer people physically together and has changed safety standards for day-to-day public interactions.  

This behavioral shift is referred to as the Low Touch Economy and is believed to be our post-pandemic economy. Enterprises should take this opportunity to pivot in their business model and innovate to gain a competitive edge on the market.

Innovation during previous economic slowdowns

Amazon

In 2009, Amazon experienced a 28% sales increase during the Great Recession. Amid the slumping economy, Amazon continued to innovate with new products, primarily with new Kindle products. On Christmas Day of 2009, Amazon customers purchased more Kindle e-books than printed books. Amazon innovated during a recession to grow its market share by introducing a lower-cost alternative for cash-strapped consumers.

Mailchimp

Mailchimp originally catered to large corporate clients with yearly retainers. In 2009 during the Great Recession, Mailchimp was forced to change its previous model. The company decided to add a freemium business and its user base skyrocketed from 85k to 450k users in a single year.

Airbnb

In 2007, Airbnb had a humble beginning when Brian Chesky and Joe Gebbia had the idea of renting out an air mattress in their living room in San Francisco. When the Great Recession began the following year, it opened a door to a new opportunity. Airbnb revamped the market of short-term living quarters who were priced out by hotels. In the year 2009, Airbnb received funding from top venture capital firms and experienced exponential growth.

Apple

In 2003, when the Dow was at historical lows over 10 years, Apple continued to invest. When asked why he had not reduced research spending when others in the industry had experienced a slowdown, Steve Jobs stated, “What has happened in technology over the last few years has been about the downturn, not the future of technology. A lot of companies have chosen to downsize, and maybe that was the right thing for them. We chose a different path. Our belief was that if we kept putting great products in front of [customers], they would continue to open their wallets. And that is what we’ve done.”

Categories
Business Marketing

Advertising During a Recession

The novel coronavirus has spurred an economic shutdown across the globe. As businesses slowly begin to reopen, there is much uncertainly as to how our economy will respond and if the United States is headed towards a recession.

It can be difficult to remain calm when a recession hits, but history shows brands that continue advertising and marketing during a recession come out stronger in the end. Numerous studies that go back decades point out the advantages of maintaining and even increasing advertising budgets during an economic slowdown. Companies that maintained or grew their ad spending saw an increase in sales and market share during the recession as well as afterwards.

Cereal

During the Great Depression, Post cereal (the industry leader in the 1920s) significantly cut its advertising budget while Kellogg’s cereal doubled its advertising spend. Kellogg’s invested heavily in radio advertising and introduced a new cereal called Rise Krispies, featuring the “Snap” “Crackle” and “Pop” campaign. Kellogg’s profits skyrocketed by 30% and secured the company as the new dry cereal industry leader, a position they would hold for decades to come.

Automobiles

In 1973, America experienced a 17-month recession brought on by the energy crisis. When the U.S. government issued its first miles-per-gallon report, Toyota Corolla ranked second to Honda Civic in fuel efficiency. With Toyota already experiencing strong sales, the impulse was to cut advertising spend when the recession hit. Instead, the company resisted this urge and stuck to its long-term advertising strategy. As a result, by 1976, Toyota surpassed Volkswagen as the top imported car manufacturer in the U.S.

Fast Food Restaurants

During the 1990-91 recession, McDonald’s dropped its advertising and promotion budget while Pizza Hut and Taco Bell took advantage of this decision by ramping up their advertising spend. As a result, Pizza Hut increased sales by 61%, Taco Bell grew sales by 40%, and McDonald’s sales decreased by 28%.

“Rather than wait for business to return to normal, top executives should cash in on the opportunity that the rival companies are creating for them. The company courageous enough to stay in and fight when everyone else is playing safe can bring about a dramatic change in market position.” – Dhalla, Harvard Business Review.

Common misconceptions for cutting advertising in a recession  

  • Advertising would be wasted because people do not have money.
  • Competitors are slashing ad spending, so we should do the same.
  • Money saved on ad spend can help pay dividends.

Reasons to advertise during an economic slowdown

  • The ‘noise level’ in a brand’s industry can significantly drop when other competitors cut back on their advertising spend.
  • Continuing to keep your brand in front of consumers gives the sense of company stability during difficult times.
  • The cost of advertising drops during a recession which creates a ‘buyer’s market’ for businesses.

During an economic downturn, the best course of action is to protect your brand’s investment. To do so, businesses must safeguard the equity accrued through their marketing and advertising efforts. If companies slash their advertising budget and go dark during a recession period, the cost to regain a share of voice in the market once the economy recovers may cost much more than the ad budget cuts initially saved.

As a popular adage states, “When times are good you should advertise. When times are bad you must advertise.”
Categories
Business Digital Marketing

How to Drive Quality Traffic to Your Website

Website traffic is an important indicator of business performance. It can help determine how well your marketing is working, gather insights about your audience, generate leads and increase conversions. To achieve this, it is important to make sure your business is driving traffic to your website the right way by focusing on attracting quality traffic.

There is no one set-it-and-forget-it tool that can be used to generate high-quality traffic. Instead, it requires the use of multiple channels, creative strategies, and close monitoring of website performance to determine what avenues are providing the best return for your business.

Social Media Ads


With over 3 billion active social media users around the world, it is a no-brainer for businesses to utilize this channel for driving traffic to their site. To maximize website traffic conversions in a crowded social media space, businesses must make sure their ads are seen by the right people.

Facebook Pixel is an extremely useful analytics tool that allows you to measure the effectiveness of your social media advertising. By placing the pixel code from Facebook to your website, you can measure the actions taken on your site and tailor your ads to be more relevant to your audience.

Google Ads


From display ads to paid search, Google ads are a highly effective tool for driving traffic to your website. To attract quality traffic that converts, it is imperative to target high commercial intent keywords as part of your paid search strategy. While the competition for these search terms can be high (and often expensive), the payoff can be well worth it.

Re-Targeting Ads


Re-targeting ads are an excellent way to direct traffic back to your website to complete a conversion. These ads focus on people who have already visited your website but have left your site without completing a sale. Using re-targeting ads is a great way to aggressively market to those people via Google’s search engine and social media shortly after they have left your website.

Instagram Shoppable Posts


A recent study found that over 72% of Instagram users have purchased a product on the app. With such high engagement, Instagram has become a widely used channel for business promotion. Instagram has introduced a new feature for e-commerce stores to create what is called a ‘Shoppable Post.’ This gives businesses a way to tag images on Instagram with individual product links, making it easy followers to shop your website directly from your post.

On-Page SEO


If you think SEO is dead, think again. Optimizing your on-page website content for search engines is still a very valuable practice. To boost traffic organically, make sure you are making the most of meta descriptions, image alt text, and internal links to new content. It is also important that your content is captivating to users. All website blogs should include an enticing title that will pique readers’ interest. These on-page SEO strategies will help make your content more clickable, shareable, and even make it rank better in Google’s search engine results, ultimately increasing website traffic.

Categories
Business eCommerce Marketing

Marketing in the Covid-19 Age

To say that 2020 is a unique time for businesses around the world is an understatement. There is no playbook for a health crisis such as COVID-19. This global pandemic has significantly altered consumer behavior and attitudes, ultimately changing the way people interact with your brand, find your site, and access your products. The ever-changing cultural window of COVID-19 is requiring brands to create at significant speeds just to keep their content relevant to the consumer.

Challenging times like these require marketers to be extremely nimble and develop an actionable plan to optimize business performance. This is where smaller, more agile agencies such as Spectruss have the upper hand. At Spectruss, we have the ability to quickly pivot in our marketing strategies to help businesses adapt in changing circumstances. By closely monitoring data, our team can test, learn, and adjust in real time to ensure your brand messaging remains relevant and your advertising efforts are correctly allocated.

As a marketing agency who has worked closely with brands during this time, we have found that businesses who quickly adapt their messaging, digital, and e-commerce strategies set themselves up for success. During this time of social distancing, our team implemented new digital solutions for our clients, allowing them to continue to serve their targeted audience in a unique way.

Social Media Campaigns

With the stay at home order sweeping the nation, cosmetic surgeons and medical spas were drastically affected, as they rely on face-to-face consultations with patients. For one of our clients, Refine Aesthetic Studio, we launched a social media campaign that offered virtual consultations for their clients. Utilizing digital technology gave the studio the ability to continue to help their patients, even with their office doors temporarily closed.

E-commerce

As consumers stay home and shift their shopping habits towards online, it was imperative to quickly provide an e-commerce solution for our client, The Furniture Shoppe, a high-end furniture store in the Chattanooga area. Our team took immediate action towards building a beautiful, functional e-commerce website which significantly increased the store’s online presence. This not only gave our client a solution to continue sales during the lockdown, but also created a platform that would maximize their revenue intake for years to come.

During this constantly evolving time of consumer behavior, it is imperative for businesses to quickly adapt. While we all hope that things go back to “normal” soon, companies must be prepared for the lasting impact on the consumer landscape. Brand messaging, digital, and product strategy may need to significantly evolve in the post-COVID-19 age.

Categories
Business eCommerce Marketing

Why Web Analytics are Crucial for a Successful Business (Video)

A strong online presence is crucial for the growth and success of your business. So how do you ensure your website is performing at its best and you are getting the best possible ROI on your digital marketing efforts? It all starts with web analytics.

Tune in to the video below as CEO of Spectruss, Sam Silvey, discusses the importance of website analytics, the key data to focus on, and how you can use it to prove a return on investment for your business.

The Best Platforms to Use

Over 55% of the top 10,000 websites in the world use Google Analytics, making it the most highly recommended data measurement platform for businesses today. Not only is Google Analytics free to use, but it also gives your company the ability to analyze in-depth details about the visitors on your website.

In addition to Google Analytics, HubSpot is another extremely useful analytics tool that manages tracking codes to collect important website user data. By bringing all your Google Analytics and HubSpot data together, you can analyze and report across the entire customer journey, ultimately allowing you to devise a successful strategy for your business.

Know the goal for your website

As mentioned in the video, the goal for your company website is to direct traffic towards your call-to-action, whether that be filling out a contact form, buying a product, or clicking a phone number. Once you have a clear call-to-action for your website, your company can then move towards maximizing conversions.

After you have identified your call-to-action for your website, you must then discern how much that conversion is worth to your company. Known as a conversion value, assigning a numerical value to specific conversions is crucial for determining their impact on your business. This gives you the clarity to optimize and make decisions based on real ROI data.

Understand your website traffic

Monitoring the traffic to and on your website helps your business better understand your online visitors, potential customers, and interactions with your site. Google Analytics is a great platform for tracking this important data, giving your business the ability to pinpoint exactly how your website is performing, and in what areas it can be improved.

In order to make your website more successful, you must first analyze how traffic navigates on your website. Tracking data from product purchases, abandoned shopping carts, bounce rates, page clicks, and session duration gives your company a clear picture of where the drop off is on your site, what content your potential customers are looking for, and where you want to spend your ad budget to drive more traffic.

Collect data from mobile, tablet and desktop

With content consumption drastically increasing on mobile phones, it’s more important than ever to ensure that your website is optimized on all devices. In fact, we are now seeing up to a 60% conversion rate take place on mobile phones. Comparing conversion data from mobile, tablet, and desktop versions is extremely important for reviewing inbound traffic and identifying the success or failure of how your website is performing across all devices.

Manage advertising spend to identify what converts best

Now that you have been collecting and analyzing data, it’s time to start advertising to drive more traffic to your website. Return on ad spend (ROAS) is one of the most important metrics for digital advertising. Essentially, ROAS answers the fundamental marketing question, “If I put X amount of money in a marketing channel, what will I get back in return?” Using the website analytics collected from your digital ads helps you to know if your ad budget is actually providing a return on investment.

If you’d like to learn more about how to make your website perform the best it can and really prove a return on investment, give us shout! We’d love to talk with you.