Q1
Behavioral Marketing is probably the most exciting new form of advertising that has come along in many years. Are you taking advantage of this effective and affordable online ad medium?.
Answer
Behavioral Marketing is a unique new way to serve your online ads to web users based on their browsing behavior, regardless of what site they are on in the network. With Behavioral Marketing, you are purchasing the targeted browsing "behavior" a web user exhibits while online.
For example, if you are a Bank and you are on the Google Display Network, and you are trying to reach people looking for Home Equity Loans, you might target online users who have exhibited "banking Loan' browsing behaviors. Your Home Equity Loan banner ad would be served just to those online users who have exhibited this browsing behavior no matter where they are on the Google Display network. The same scenario holds true for Bing and Yahoo and it all can be done through our Behavoiral Marketing services. Follow @cyridmedia Tweet
Contact Cyrid Media to learn more about our Behavioral Marketing services.
Q2
Are you currently using Remarketing to stay in front of your potential customers once they have visited your website?
Answer
Remarketing is an awesome way to unlock the full power and potential of your website. In a nutshell, the way it works is a "cookie" or tracking tag is placed on the computer of those who visit your website. Once this cookie or tag is placed, we now have the ability follow up by serving content-specific online ads to this user no matter where they go on the internet.
For example, if you are a car dealer, and someone has recently browsed through all of the used ford trucks on your site, we can follow up with this customer by serving a banner ad of a 2009 Ford F150 while he or she continues to browse the internet throughout the day, week, month, etc. We all know that frequency sells. Well, our Remarketing Service is a way to create ad frequency on the internet at the exact moment the customer is making a buying decision. Follow @cyridmedia
Contact Cyrid Media to learn more about our Remarketing Services.
Q3
Are you buying TV media airtime (broadcast tv and cable tv) directly from the TV or cable stations without the benefit of using professional media-buying software to guide you through the process?
Answer
Buying TV media airtime is a very complicated task in today's digital age. Think about it. There are 5 to 7 local broadcast stations per market and anywhere from 50 to 75 local ad-supported cable channels availabe in any given market. All of these broadcast and Cable stations offer advertising 24 hours a day. Do you really think you have a handle on what program or station is best for your product or service? And how do you know if you are getting a fair price?
Quite frankly, there is no way you can make an efficient and effective televison buy today without the help of someone with a lot of experience using media-buying software. We see it time and time again with clients who think they are buying tv media effectively for themselves. They have no way of planning, they don;t do any meaningful comparison shopping based on reach and frequency agaisn the appropriate demo, and they have no electronic follow-up to make sure they got what they negioated for.
The cost of doing it yourself is very steep, especially when you consider you have very little or no important comparison data and all the media reps do. Our media-buying software and services evens out the playing field for you when it comes to negotiating a strong media buy with the reps. We literally save our clients tens of thousands of dollars throughout the year when they follow our media-buying process. Follow @cyridmedia
Contact Cyrid Media to learn more about our Media Buying process
Q4
Do you currently "Post" your radio, TV and cable media buys electronically or do you manually match up what you purchased with what the media invoice /affidavit says you received?
Answer
Quite simply, if you are not posting your electronic media buys, you are literally wasting anywhere from 15% to 50% of the value of what you purchased. Amazing, yes -- but very true! many companies simply look at invoices to make sure the total dollar value matches what they bought. Good start, but not nearly enough. The problem with this is "the devil is in the details." For example, if you bought 100 radio spots, 50 broadcast TV spots and 1,500 cable tv spots in a month all at a previously agreed upon rating delivery, then how do you really know if each one of those radio, tv and cable spots delivered the rating you were promised? Unless you have the proper software, the answer is , you really don't know.
At Cyrid Media, each one of our clients media invoices are electronically entered into our posting software where it is electronically matched to the original insertion order using Nielsen (TV and Cable) and Arbitron (Radio) local rating delivery information. Any discrepancies are immediately identified and any media outlet that came up short is approached by us for compensation in the form of make-good spots or a refund check. Our posting process saves our clients ten's of thousands of dollars over the course of a year. Follow @cyridmedia
Contact Cyrid Media to learn more about our Media Posting services.
Q5
Do you currently have a three (3) year marketing plan to guide you and the key members of your organization through day-to-day advertising decisions?
Answer
Many clients have a very 'helter-skelter" approach to their advertising plan. Too often, knee-jerk reactions to market conditions leads to poor media placement and buys. Also, often we find poor communciations within an organization leads to erratic media decisions. When we take over a clients media buying, one of the first things we try to do is encourage the principles to sit down with us to begin the process of hammering out a three (3) year marketing plan.
Granted, this plan always turns into a fluid, moving target. However, the benefits are tangible. It gives everyone involved a chance to have input. It gives everyone involved a roadmap to follow when other decison-makers are not availabe or no longer with the company. And perhaps above all, it provides an overriding priority when it comes to making day-to-day advertising decisions.
We constant ask ourselves when buying media for our clients, ...how does this effect their short and long term goals? With a three (3) year marketing plan in place as guidance, these decisions usually become self evident. Follow @cyridmedia
Contact Cyrid Media to learn more about our Media Planning services.