Image credit: DailyGalaxy.com
I was looking around for the perfect billboard image and I thought this fit so well. I just read and article from SearchEngineLand.com surrounding the idea of attribution in the world of marketing.
What is attribution?
Attribution is the process of identifying a set of user actions (“events”) that contribute in some manner to a desired outcome, and then assigning a value to each of these events.Marketing attribution provides a level of understanding of what combination of events influence individuals to engage in a desired behavior, typically referred to as a conversion. (from wikipedia.com)
As I was thinking through this article, I began pondering some of my larger clients. I was thinking about how they spread their marketing mix (spend) across the spectrum and how it relates to the related online search.
One of the take aways: “The biggest conversion rate (90%) is the person that uses a single click or with the same keyword typed.”
So, how do I apply this to a large organization’s marketing/pr efforts…especially as it involves our social/digital efforts. Heck, let’s narrow the field to a large hospital system.
First…it is all about the search! On all media mixes, it is more important to make our searchable keywords (that drive traffic to our conversion rates) extremely apparent. From billboards, television, to digital ads; we have to consider visually displaying the keywords we want people to use to search Google/Yahoo/etc.
Basically, this is a typography/visual design exercise. When designing any media, the words that we want people to use to search for our final digital destinations must be most visible, most readable, and most apparent.
So this is a shift in thinking a bit, especially for me.
What is our digital keyword brand?
Think about a billboard on the interstate. As we drive by, which keywords do we remember from that billboard. Which keywords catch our attention? Are the keywords people remember the ones that match our branded message? Does our audience type those branded keywords correctly into the search engine to find our services.
Think about that television ad. Which keywords are used in the ad? Are the displayed words in the ad the same keywords we want people to use to search for that service? What will they remember?
Social Media/digital ads are different…we should be already giving links with updates as we point people to final destinations.
I would love to hear your thoughts as you read through this article. Maybe you are implementing this strategy, and I am wasting your time. But, I found this research interesting as it relates to large organizations (especially hospitals) that use a multi-channel media mix.