Lauren Hoffman-Noark

If you're doing market research do this: 1) Go on Google 2) Search for your competitors 3) Check the reviews for their products/services 4) Study the complaints presented in each negative review. 5) Solve those complaints with your own product/service. Implement this. Win.

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I've learned so much about measurement and attribution over the past 2 years- perhaps through sheer necessity 😆 My main takeaway: there is no single source of truth. Rather, marketers need to develop a budget decision making framework that includes separate use cases for different measurement methodologies. I included my simple framework in INCRMNTAL's latest budget planning handbook. Feel free to check it out! #mediamixoptimization #budgetplanning

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Does direct mail create a halo effect for digital ads? Yes. Big. Like 20-40% big. We see this all the time -- when brands launch prospecting campaigns at scale, they not only see a direct return, they also see a lift in branded search impressions and conversion rates on ads. On this week's episode of the Nerd Marketing Podcast, Drew and I talked to Brad Darooge from Baudville Brands. They're an amazing example of how well direct mail scales. The company spends around 90% (!) of its marketing budget on print, and rather than the "diminishing returns" of digital channels (which Brad also talks about), they're still getting incredible returns across the funnel with mail. And, as Brad reports, their heavy use of mail creates the powerful halo effect on digital ads...by "20% to 40%, depending on the month." Check out our full conversation with Brad here: https://lnkd.in/gyZGsPtg

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The most common reason brands do attribution wrong? Fear. "This is the way we've always done it." "What if you're wrong? It's a big risk." "This is what I'm measured against." "This isn't my direct responsibility." Most of my job is just mitigating risk: • Risk of wasting time • Risk of wasting money • Risk of hurting revenue • Risk of upsetting growth But there are so many brands that I work with that have grown DESPITE their strategies rather than because of them. • They don't focus on incrementality • They throw millions of dollars at advertising • They focus on little things that don't matter • They ignore massive problems that are killing them The brands that I work with that routinely put up 2x, 3x, 5x growth year over year are willing to take calculated risks -- informed by data -- and then heavily invest in something that truly works. One brand went from $14m in revenue to $43m in revenue year over year because they realized that they were sitting on a goldmine of recurring customer value. Their biggest constraint in the business was just getting more customers. But the conversation started with something like "Oh that would require us to spend a lot more on media and increase our CAC. How are you sure we can afford it." The easiest way to mitigate risk in my experience is to test your hypothesis in as controlled of an environment as possible: • Build a TikTok campaign in only a few geos • Try changing the mix for a single promo • Split test your first party audiences • Split test your traffic I'm not asking you to go ALL IN without validating it first. That'd be foolhardy. But I'm also demanding that you pull your head out of the sand and start making some moves. What's that famous quote, "All profit is derived from risk?" If you want to be successful more than just your natural trajectory, you'll have to set fear aside and make some moves. #growth #dtc #ecommerce

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Using DOOH planning and forecasting tools like Hivestack's Planner for #DOOH, brands and advertisers can maximize their DOOH outcomes. Among a number of benefits, such tools help empower advertisers to visualize campaigns, make informed decisions, and streamline the planning and approval process. Read more in this article by Hivestack:

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Typical email promoting the latest analyst report: “Download the report and find out why other people think we’re so great.” when it should be: “Download the report and find out how [Analyst Firm X] ranked the top 6 solutions in [our product category].” No-one wants to know why some analyst thinks your product is so wonderful.  What they MIGHT be interested in is an independent, third-party report that gives an unvarnished assessment of products in your category. Don’t use analyst reports as an excuse for self-congratulation. Sell the value, not the plaudits. #contentmarketing

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Marketers rely on product differentiation to distinguish their products or brands from competitors. But what happens when you don't have a clear, valuable difference to work with? This episode of The Marketing Architects Podcast covers a classic 1994 Journal of Marketing Research study that examines the value of product differentiations that *appear* to be meaningful but are irrelevant in reality. Are these "irrelevant attributes" worth marketers' time? The full study by Gregory Carpenter, Rashi Glazer, and Kent Nakamoto is available here: https://lnkd.in/gAwEczyg 🏆 This article also won the 1999 Weitz-Winer-O'Dell Award. Check out the past winners of this award here: https://lnkd.in/gM7xdv7S #marketingresearch #productdifferentiation #marketing

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What is the impact of email frequency on engagement and unsubscribe rates? It's simple. The more follow-up emails you send, the more likely they are to mark you as spam which hurts your deliverability more than anything.

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Giving your bidding algorithms the best quality data possible is key for maximizing performance. Think about your overarching business goals and consider if you can input consistent, high quality business data to platforms. E.g For lead gen, SQLs are higher quality than MQLs, and for ecomm, profit is more valuable than revenue. Ultimately, the better quality data added in, the better results you will get out.

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User-generated content (UGC) is 🔥hot🔥 right now... and for good reason! In this age of AI-dominated content, UGC stands out for its originality, credibility, and ability to meet users' demands head-on. Platforms like TikTok and Reddit have become go-to destinations for users seeking real answers and genuine inspiration from fellow users. This shift hasn't gone unnoticed by Google, which is now prioritizing UGC in search results to better serve user needs. ...But UGC isn't a one-size-fits-all solution. It's not suitable for every business or industry, nor is it the answer to every query. The true magic lies in scaling UGC efforts through automated systems that curate and publish content while filtering out the noise. 🙅‍♀️ Want to learn more about developing solid content and SEO strategies? Visit the link below to explore how we can help you connect the dots between objectives, insights, and execution!

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Marketers, are you drowning in email open rates and click-throughs that tell you nada? There's a better way to measure success. MarTech dives into the world of long-tail email tracking, the gold mine of hidden insights you've been missing. Let Kath Pay show you: Why vanity metrics can steer you wrong ❌ How long-tail tracking reveals the real impact of your emails A data-driven case study that proves its worth Ready to finally understand what's driving sales and engagement? Read now: https://lnkd.in/enPsKzvE #b2bmarketing #marketingoperations #emailmarketing #longtailtracking

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Whether you are doing instream or outstream OLV or CTV, make sure you focus on the most valuable metrics. Spoiler alert: it's not viewability or VCR.

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Ever felt like your buyer personas are just not cutting it? They're supposed to be the backbone of your marketing strategy, yet something seems off. Here's a deep dive into why that might be happening and how to fix it. Lack of Detail: Your personas might be too superficial. Are you focusing solely on demographic information? Remember, understanding psychographics is equally crucial. What motivates your buyers? What are their pain points? Static Profiles: Markets evolve, and so do customer preferences. If your buyer personas are set in stone, you're likely missing out on new trends and changing behaviors. Revisit and revise regularly. Ignoring Feedback: Are you incorporating customer feedback into your personas? Direct insights from your audience can highlight discrepancies in your current personas and offer opportunities for refinement. Overcomplication: Sometimes, in our quest to cover all bases, we create too many personas. This can dilute focus and complicate strategy. Aim for a balance between detail and manageability. Misalignment with Content: Your content strategy must align with your personas. Are you creating content that truly resonates with them, or are you missing the mark? In a twist, consider this: Maybe the problem isn't with the personas themselves but with how we perceive their role. Instead of viewing them as static targets, think of them as dynamic, evolving guides. Your marketing strategy should not just aim to fit these personas but also to grow and adapt with them. Let's not forget, the essence of effective marketing lies in understanding and connecting with your audience on a deeper level. Perhaps it's time to shift our focus from crafting perfect buyer personas to fostering genuine relationships with our audience. #BuyerPersonas #MarketingStrategy #AudienceEngagement #ContentMarketing #DigitalMarketing

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Should you innovate new products, improve existing ones, or tweak your marketing messages? Smart business decisions are based on data, and market research tools are key to collecting that data. But how do you know which tools will work for your organization? Discover how to choose the best market research tools to make data-driven decisions and grow your business. https://hubs.li/Q02Bp8Pm0 #MarketResearch #BusinessGrowth #DataDriven #Innovation #CustomerInsights

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