The importance of tracking for your business

The importance of tracking for your business

20. December 2021
The importance of tracking for your business

Imagine that you have the perfect SoMe strategy for your business and you have built all the right components for the campaign including prospecting and remarketing etc. You have tested your audience that fits best with your products, or services. You, or your creative team, have produced the right content and assets for the setup including the websites and landing pages. You are ready to launch your planned SoMe strategy. Hooray!

But, then you realise that your SoMe pixel is not connected with your page and will not fire (i.e. is not trackable) nor will the conversion events attached to your campaign… Oh, no!

Not having the SoMe pixel, e.g.Facebook or LinkedIn, means that you are not collecting valuable data and insight into your customer’s behaviour. It means that if they have interacted with your SoMe ads and eventually converted, or shown genuine interest then you can’t track that and you miss those key insights.

So, the benefits of properly setting up your tracking are that you can reach that same audience that interacted with your business once and therefore most likely to again. The more conversions that come in via your ads the better your social media choice will be at delivering your ads to new potential customers. Tracking this will lead to more efficient conversion optimisation and smarter actions on the part of the algorithms.

Adding the Facebook, LinkedIn and Google pixels to your website will teach you more about your audience. Then you can base your marketing actions on that learning. 

One of the most beneficial aspects of collecting data is that you can build ‘look-a-like’ audiences based on your existing audiences and their historical behaviour. This is a very efficient way to leverage the platforms’ algorithms and scale your marketing and therefore your business.

References:
How and why to use the facebook pixel 

Finding a new way to flex my creative mind

Vincy – Project Manager

Finding a new way to flex my creative mind

8. December 2021
Finding a new way to flex my creative mind

“Finding a new way to flex my creative mind”

Moving from media buying to strategic creativity

After 8 years on the media agency side in Stockholm and Copenhagen, I felt it was time to broaden my knowledge. I know that you never learn everything, particularly in the constantly evolving media landscape, but I wanted to try something new to sharpen my strategic skills and work closely with creative minds.

What’s in it for me?!
One criteria for me was to be in a company where I felt I could benefit from all the experience I have gained over my time in media planning and buying, but at the same time be pushed out of my comfort zone and learn many new things. After meeting with the founders, my answer became the advertising agency WeThink.

From corporate to founder-owned and operated
Coming from media agencies like Mindshare and Wavemaker, which are both members of WPP (the world’s largest marketing communications services group – part of GroupM) to something smaller, was definitely the right choice for me. I’ve barely been a part of the family for a month (yes, it really feels like a family!), but I am so in my element, so natural, so right.

Fun times!
This is a fun and – at times – crazy, but also experienced, driven, inspiring, and, above all, talented family. This is what WeThink is for me. I’m glad I got the chance to join and I look forward to continuing working closely with my team-spirited colleagues to lift the company to the next level and learn a lot of things from each other along the way, while also having a blast.

Are you split testing your ads?

Split testing

Are you split testing your ads?

3. December 2021
Are you split testing your ads?

To predict which marketing strategy will serve you best for your next digital campaign can be a difficult task and at times feel almost impossible..!

One way to reduce the unpredictability and uncertainty is to get good at A/B testing. A disciplined approach to learning through A/B tests is all about picking winners and over time knowing the right tool/s for a particular job.

Typically, your options fall into two categories. Either you want to A/B test and refine your campaign’s advertising objective/s and audience/s for your planned digital campaign. Or, you want to A/B test a campaign’s different creatives and text copy against each other to see if you understand your audience group of your business.

For this to be done the right way, the campaigns need to be set up properly with a correct setup, and with equal propositions. How do you ensure the optimal utilization of synergies between your current website, social media channels, current materials and creatives, including your toolbox, and the new digital marketing initiatives without creating cannibalization on existing platforms?

Using our proprietary channel planning CobWeb Architecture, we always have a comprehensive overview of your channels, we see how they support and help each other to get the best out of each tool.

The many channels should therefore not be seen as cannibalizing each other but rather supporting each other in branding, informing and communicating with your target groups.

We have the whole world as our market and each country has channels that are used differently or very little compared to other countries. E.g. Germany is not in use of LinkedIn as much but is more on Xing. Therefore, we need to continue with all other channels and optimize and research more other ways in relation to the individual markets and development.

The world´s digital evolution and trends are moving so fast that when we start using a system, it is already obsolete as the next update has already come.

We are therefore in a world where we can not predict the future, but only through tests, learnings and new insights. These guide us forward by selecting communication channels and elements that we assume will cover and interest our target groups.

We have found many rewarding learnings, and we believe that the optimizations that have been made, together with our CobWeb, will continue to be a good benchmark in the future.

The trends and developments of the future are connected, and when we mix them with our experiences and insights, we find the methods we need to use.

Having a well planned strategy over your next digital campaign steps will improve your overall performance. We can help you!

 

References:

How to Conduct the Perfect Marketing Experiment [+ Examples]