Blog: The Loop


Campaign Development – The Importance of Digital Marketing Measurement and Optimization

Campaign Development – The Importance of Digital Marketing Measurement and Optimization
As data and technology evolve, marketers are increasingly challenged with figuring out which media channel or type of promotion is most effective for growing their brand. Determining the most impactful and efficient “marketing mix” is essential as today’s technology allows consumers more touch points than ever before. This growth in technology has also led to an increase in available...
Leveraging Mobile Media to Drive Restaurant Traffic

Leveraging Mobile Media to Drive Restaurant Traffic
Although spending at eating and drinking establishments has surpassed spend on groceries,1 restaurant traffic is not expected to increase in 2017.2 That said, amid increasing competition, advertisers can use innovative mobile tactics to respond to the two biggest industry challenges – acquiring new customers and maximizing sales among existing customers. Let’s take a look… Acquiring...
Corporate Community Involvement Opportunities are Right in Your Own Backyard

Corporate Community Involvement Opportunities are Right in Your Own Backyard
Corporate community involvement is on the rise.  For some, this is a key determinant in choosing to work for, or stay with, an employer. Not only is there business value in supporting a societal cause, but also a positive impact on employee attitudes. According to a University of Bath study, employees of companies with community outreach initiatives are more proud of and committed to their employers....
Across the Pond... Digital Growth in the U.K. and the Impact of Brexit on Ad Spend

Across the Pond... Digital Growth in the U.K. and the Impact of Brexit on Ad Spend
Last year was defined differently by many, but to the digital advertising world, 2016 was a year of accelerated success. There’s no denying that the growth of digital media, including display, mobile, video, social and content/native advertising, has remained omnipresent in the United States — but can that be said internationally? Taking a particular interest in our friends across the...
Digital Video – Marketers Can Unlock the Power of Storytelling

Digital Video – Marketers Can Unlock the Power of Storytelling
Who doesn't love a good story? Stories created in books or movies can take you to places you never thought possible. A core element of a good story is its ability to connect to its audience and engage them. Marketers create mini-stories (content and campaigns) all the time. But, consumers can only digest or attend to a fraction of the marketing content that is created. So how can marketers create...
Tips to Ensure Your Advertising Investment is Protected

Tips to Ensure Your Advertising Investment is Protected
How well does your media partner protect your advertising investment across print and digital media, coupon promotions and sweepstakes? Whether you’re spending hundreds, thousands or millions of dollars on campaigns to engage and activate buyers, integrity and trust matter. Especially today, when consumers use multiple touch points, be sure your partner delivers quality assurance and accountability...
Audience Analytics – Knowing Who, What, Where, When and Maybe How and Why…

Audience Analytics – Knowing Who, What, Where, When and Maybe How and Why…
It’s All About Precision With the increasing importance of campaign performance evaluation, assessing the efficacy of coordinated multi-channel media execution, and driving greater personalization and relevance of consumer engagement, precise knowledge of your audience is more important than ever. In the ‘70s, ‘80s and early ‘90s, traditional media channels were the playground...
Challenger Propels Sales, but What Does it do for the Customer?… Everything.

Challenger Propels Sales, but What Does it do for the Customer?… Everything.
You may have heard of “The Challenger Sale”1 or read a Harvard Business Review article entitled, “End of Solution Sales.”2 If you have, you likely know that the premise of this approach is that B2B buying and selling has fundamentally changed; old methods are just that – outdated and ineffective. The absolute revolution in access to information has radically changed buyers’...
Creative Optimization Tips - Improve Ad Performance

Creative Optimization Tips - Improve Ad Performance
Creative messaging and design are responsible, in part, for your ad’s effectiveness. Based on working for a company with decades of experience in this area, here are some tips on how you can optimize your print and digital creative to improve performance:1. Use the three-second test: When consumers sort through print ads, they initially look at each for three to ten seconds;2. Simplify,...
Options and Change Define Grocery Space

Options and Change Define Grocery Space
It seems pretty simple. A product is produced by a company, sold to a retailer and purchased by a consumer. But in reality, the ever-changing grocery landscape is not simple at all. The challenges start with the number of options consumers now haveFor example, if you wanted to buy paper towels, in the past you likely purchased them at your local grocer. Now, you can buy them at many different stores...
Whether in the US or in the UK - Content Influences Consumer Device Use

Whether in the US or in the UK - Content Influences Consumer Device Use
A recent survey from across the pond got my attention, as it has applicability for marketers on nearly every continent who manage campaigns to reach the growing majority of multi-device users. Where smartphones are in nearly every hand, laptops and desktops are still used for specific functions. Email service provider Mailjet commissioned an interesting piece of research to understand how U.K....
How to Write the Best Email Subject Lines

How to Write the Best Email Subject Lines
As a marketer, I have to admit I often dread the idea of coming up with the subject line for an email I’m sending. It’s not that I don’t like a challenge, but I like a challenge that ends with me potentially “winning” or at least with me knowing if I won or lost. So, I have to make a confession – I simply don’t write subject lines anymore. OK, that’s not...
Savings Behavior of Powerful Multicultural Consumers

Savings Behavior of Powerful Multicultural Consumers
Collectively, African-American, Asian and Hispanic consumers will wield a buying power of $4.2 trillion by 2020, according to the Multicultural Economy Report from the Selig Center for Economic Growth.Findings from the 2016 RedPlum® Purse String Survey* further support the buying power and shopping habits of these powerful audience segments. In fact: Multicultural consumers are more likely than...
Couponing in the Age of Autonomous Vehicles

Couponing in the Age of Autonomous Vehicles
In my previous post, I discussed the technology behind couponing. Let me turn my attention now to the burgeoning technologies of autonomous vehicles and their impact on couponing and advertising. I broadly classify autonomous vehicles as both ground and aerial autonomous and semi-autonomous vehicles that include assisted-driving and self-driving cars as well as drones and self-flying planes. For the...
Be a Slacker

Be a Slacker
I love Slack. If you’re not familiar with Slack, think texting meets Facebook, meets Pinterest. It’s a great way for distributed teams to communicate -- plus, it’s fun. My friend Marti introduced me to Slack. She works at a software company with colleagues throughout the United States and Europe. She told me Slack changed how they worked together as a team, and how they almost never...