Attribution Marketing Podcast

Sarah Carnes and Matt Stoffel from 9 Clouds explain some of the common automotive marketing mistakes they see automotive dealers making day in and day out.

Jeff Pollak and Anne Marie Broast from Radio Active Media break down how radio has evolved to compete against digital advertising products - by utilizing attribution. Advertisers from all industries are demanding measurement and performance metrics to help justify their ad spend on any particular channel - this requires multi-touch attribution, the next evolution of radio. Learn from Jeff and Anne Marie as they explain how vanity numbers and text messages aren't telling the whole story - radio builds relationships, is a much more intimate channel and not with attribution, its effectiveness can be properly attributed.

Bill King talks about Frase.io and it's content optimization software - and how the search engine optimization (SEO) game has changed dramatically over the past few years. No longer will a volume of content work, you need to have the most competitive article - the best answer - to the query if you how to rank. Bill discusses the four key pillars to a solid content marketing strategy: Informational queries - what is x Commercial queries - companies for x Transactional queries - reviews for company x Navigational/branded queries - company x pricing If you want to learn how to have your content compete in today's landscape, listen to this episode from Bill King and Frase.io.

David Christopher discusses his three stages of Attribution growth - and how it impacted Tailwind’s ability to sign up and convert new customers Here are the stages: Stage One: Build a monster spreadsheet Troubles with last click and first click Tracking leads, signups, upgrades and advocacy Lack of buy in and internal adoption Stage Two: Get channel owners to buy in to attribution data Upgrading to Weighted Multi Touch via LeadsRx Better data, more realistic, more accurate Action items and Insights embraced by the team Stage Three: How to use content attribution to correlate to upgrades How to rewire the whole marketing engine Branded ads and attribution Customer lifetime value Democratization of data Along the way we cover how Tailwind helps you get the most out of your Pinterest advertising campaigns.

Podcast consumption is growing – and so are podcast ad budgets. Podcast ads are unique when it comes to attribution – part digital, part broadcast, part i’ll download this now, but listen to it later.” Bryan Barletta of SoundsProfitable.com (a great source for podcast industry news), discusses how the podcast adverting industry works – and how you can make it work for you. Topics include: Spotify’s uniquely dominate “Walled Garden” (since recording this episode, they announced the acquisition of Megaphone) How to approach podcast advertising for what it is, not trying to treat it like digital What metrics are possible in podcast advertising The dominance of host read advertising The future of podcast advertising tech

Nick Heitz from Twitch discusses how enterprise advertisers use branded content to influence consumer perception. The most effective campaigns were omni-channel platform first strategies where one piece of creative is customized for each platform where that messaging lives. Nick believes the trend will be for brands to move to subscription models to learn more about their customers and to build their own value - rather than building audiences on other platforms (social media). Creator and community driven platforms - Pelaton, TikTok, Twitch - have a much stronger value proposition to their customers and their advertisers. Quality advertisers are trying to add to the platform’s experience and audience - rather than to absorb people’s time or disrupt them into taking action. As Nick says, “Meet your consumers where they are, rather than interrupting them.”

Spencer Aronfeld breaks down how he started his law firm over 30 years ago - and build it's brand with authenticity and trust. As a Miami personal injury attorney, Spencer has consistently used content marketing, SEO and targeted advertising to grow his practice.

Alex Yackery of Venture Solar breaks down how he grew his organization to become one of the best solar companies in the North East region. Venture Solar has deployed more than 20 different marketing channels ranging from radio and TV to kiosks in supermarkets, but across all channels several elements were critical to their tremendous growth: The Customer Journey: The company focused on the entire customer journey and invested in each step along the way. All touchpoints with the customer reinforced the brand promise and built both awareness and trust. The Customer Experience: The marketing team's job wasn't over once a lead was secured - instead the business iterated and improved on all touchpoints from the first digital click to the follow up after installation. Referrals and positive reviews delivered increased growth rates and inbound lead flow. Measurement and Attribution: All campaigns received unique tracking links, phone numbers and metrics so that the source of leads, and ultimately closed deals, was known. By incorporating both the cost of those campaigns, and the revenue from closed deals, the business was able to scale customer acquisition profitably.

Broadcast advertising works, and no industry puts it to better use than automotive sales. “The consumer is not in charge of how and when something is broadcast over the airwaves,” says Richard Brauns, Senior Partner at JKR Automotive Advertising & Marketing, one of the top automotive-only ad agencies helping 110 dealerships nationwide. Brauns, who has auto dealership sales and marketing in his blood and who was a client before he bought the agency, joins LeadsRx Marketing Director Lucas Sommer as a guest on Episode 8 of the Attribution Marketing Podcast. They discuss the impact the COVID-19 pandemic had on the automotive industry, why used car values skyrocketed in 2020, how little auto dealerships have changed over the years, and why broadcast continues to be the No. 1 driver of traffic to auto dealer websites and showrooms – up to 70% lift with good, strong campaigns. Dealer and car manufacturer radio and TV advertising is all about branding, Brauns said. He cited his 20-something daughter who doesn’t own a TV, uses paid music streaming apps to avoid all advertising, and who uses he and his wife’s Netflix account (again, no ads). While pursuing her master’s degree in Birmingham, Alabama – home to several car dealers JKR represents – she kept saying to her friends “those are my dad’s ads” she was hearing.

Featuring Matt Finn, Senior Manager of Strategy and Business Development at MarketForce, a full-service global digital marketing agency focused on ecommerce performance. Finn sheds light on what it takes to market successfully in the EU, which can be tricky as each country has its own nuances. While sometimes lifting and shifting brand campaigns from North America can be effective, more so in the United Kingdom, that may not work in Germany or France.

In this episode we interview Jeff Cohen of SellerLabs.com on the ins and outs of Amazon advertising. Unlike other digital ad networks like Google and Facebook, Amazon has a direct connection between the ad and the conversion. This allows for a host of new strategies to be deployed in this pay to play environment.

Direct-to-consumer brands should undoubtedly consider broadcast as an effective marketing channel, says Pierre Bouvard, Chief Insights Officer of Westwood One. In this episode, he reveals insights from the second annual Westwood One-LeadsRx Direct-to-Consumer Media Attribution and Awareness Report that found radio and TV delivered 7 times the lift of Google and Facebook during the study time period. Broadcast is a vital tool for creating brand awareness and, Pierre shares, the more brand-building you do, the easier lower-funnel actions become. After all, the job of advertising is to remind consumers of brands so when they are ready to act and buy, they remember your brand, and TV and radio are ideal for doing so, he adds. Enjoy this episode and see the Westwood One blog and LeadsRx blog that unpack the study a bit further. There were several other articles mentioned in this episode that are great follow up resources to review. https://effworks.co.uk/ten-best-charts-binet-field/ https://mediatel.co.uk/news/2020/06/30/is-your-performance-media-really-driving-all-of-that-performance/ https://wa.campaignbrief.com/james-hurman-and-peter-field-release-the-effectiveness-code-for-cannes-lions-and-warc/ https://www.westwoodone.com/2020/07/06/multiple-nielsen-case-studies-prove-am-fm-radio-makes-your-tv-better/

Peter Shankman, founder of HARO and serial entrepreneur, discusses how listening your customers is still a tried and true way of optimizing your customer's experience.

In this episode we discuss the importance of keeping the customer at the center of everything you do. With customer centric marketing, your prospects have a better experience reaching their goal and your organization experiences a lower cost per acquisition.

In this episode we will cover the variety of data available to marketers and highlight what data is important to keep an eye on.