My Digital Insight

No matter you are small or large brands, Google Ads is a very effective and popular place to run ad campaigns. Before you decide to run Google Ads campaign, there are three important questions you must ask yourself. Question One: "What's the max budget I can pay for a conversion?" When you run Google Ads, you need to make a budget plan. Are you going to run the ads for only one day or one week or one month? The longer you run the ads, the more money you have to pay. Moreover, you may also need to bid on some top search keywords which are another cost. Even though you run the ads, it doesn't mean consumers will buy it whenever they click the ad. Most time consumers click the ad, visit the shopping page, and leave. Maybe in a few days, they will come back to make the purchase or never come back. However, every time they click the ads, you have to pay for it no matter they take effective action or not. Therefore, it is necessary to make a thoughtful budget plan an...

Every brand has it own ways to promote the brand. Most brands are focus on only promoting products or service. Even though brands create many ways to interact with customers, sometimes customers don't feel exited at all.  Why? The main reason is most interactive ideas are delivered on social media. And, people don't check social media all the time. There are too many posts showing up on social media page every second, so people are easy to ignore those "have fun" or "take action" posts. The high content competition on social media makes brands hard to grab people's attention.  Moreover, many posts are just for promotion purpose , but they don't meaningful. People don't feel it is important or necessary  to do. Brands need to think a customer-central idea to let people feel your brand cares about their feeling and life. In order to get high customer engagement, brands need to generate creative ideas to make people feel learn something n...

Coca-Cola is one of the highest recognition brands globally. Almost everyone in the world knows Coca-Cola and has drunk it. The unique taste of Coke is unforgettable, and that’s why so many people love it. Why does Coke so unforgettable? The taste and refreshment of Coke? Of course, it is one of the key reason.  The other reason is its brand creative marketing message.  Coca-Cola company have been creating different marketing campaign across the world every year to reinforce the brand culture. Coke is not a simple product anymore.  It is our lifestyle! In the January of 2016,  Coca-Cola launched new marketing campaign called “Taste The Feeling”. According to  Coca-Cola Stories , the central message of “Taste The Feeling” is to “bring the idea that drinking a Coca-Cola is a simple pleasure that makes everyday moments more special.” (Jay Moye) This campaign message was distributed through different channels such as TV commercials, print, outdoor, in-store, ...

Summary: In general, when clients want to create a digital campaign, they will firstly write a brief and send to an agency. Then, the agency will review the brief and start creating a campaign plan. It is important that everyone (client, agency, advertiser) agrees with the campaign objectives and understands what the success metrics are for the campaign. At the end, the team should focus on the business results  (sales, revenues) instead of traffic volumes (# of clicks, # of pageviews). Key Notes from The Course: I create six Power Point slides to show you the digital campaign planning process. The first slide shows the five steps of digital campaign planning process. Then, the next five slides cover the key points of each planning steps. Note: For sellers, it is important to keep up-to-date with  agency partners. They should always update the latest ad vehicle and new promotions.