The investments in digital marketing is increasing, and is expected to reach $300 Bn in 2020. The spends are increasing across the board, media, content, technology, social media as well as people. We estimate that over 30% of the investment doesn’t see the light of the day due to the complex & murky digital marketing ecosystem. Our audit service helps businesses identify this wastage & help improve the utilisation of it.
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Digital Media is a highly fragmented today. Unlike traditional platforms like TV, Print, Outdoor where the tracking or monitoring is linear, limited or non-existential but for the impact on business, the digital ecosystem is lot more complex and diverse. There are multiple platforms, multiple publishers, multitude of responses, multiple touch points, a multitude of tech stack and so on. For the business to truly understand the impact of digital media on business, one much look at all the data together rather than in silos.
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Every business has understood the importance of digital media as a marketing & sales channel and are eager to increase the investments. The reality though is that businesses are yet to understand the best way to embrace digital marketing, to address issues including but not limited to People Skills, Process Hurdles, Right Investment Strategy, Correct monitoring metrics, Current digital assets, etc. In other words, business skip the most important step of understanding where they stand in digital marketing, and go ahead with large investment, which may or may not yield any results.
Read moreCreate a cleaner & transparent digital media ecosystem.
Identify the digital media wastage in the business’ everyday operations.
What Clicks service offerings are unique in the industry & much needed in the current digital ecosystem. We started our relationship by giving them the mandate to audit our contract with our advertising agency and were impressed by their insights & recommendations. Hence during our new website launch campaign we tried their tool IRA to integrate all data point, assess the quality of traffic & get a single dashboard view. We believe What Clicks added a lot of value to the table & I wish them all the luck.
We finalised on What clicks team, because of the holistic approach they recommended for us. These recommendations were based on the specific pain points we had to resolve in our reader retention and monetization. We hope that this association will effectively transform us into a digital first media house.
What Clicks helped us de clutter data from the campaign. Their dashboard, IRA, condensed the data and helped us optimise it on the go. We got valuable feedback on the campaign plan and how to plan for the future.
We at Tata Global Beverages, are always open to try out new things and experiment with innovative offerings. One such example is working with What Clicks. We started working with them right before they were incorporated on some pilot projects. Their intelligence tool, IRA has been deployed in some of our campaigns and it has helped us have a single view of all the aspects of the campaign (as we work with multiple digital agencies on each campaign). We have also tried other services like website audit, digital media planning and buying monitoring, etc which have been helpful in optimising our digital investments.
We see a lot of value working with the team at What Clicks, and believe they have a solid understanding of the digital medium which has helped us in improving our digital campaign effectiveness.
Here’s why. The other day, my wife was telling me about an incident in her office which she termed ‘Social Engineering’. A few of her colleagues got a call from someone who claimed to be from a different department asking for contact details of other colleagues. In our daily lives, we might have faced similar…
In my previous article, I had given a introduction on how blockchain can help the Digital Advertising industry (https://whatclicks.in/blockchain-in-digital-advertising/). This is mostly highlighting how blockchain may help give end users control over their data. Let us start with some numbers. In 2017, 73% of the digital advertising spends were on Facebook and Google in the…
Digital marketing is often considered, used and thought of while planning marketing activities mainly reach, frequency, awareness, engagement, leads and transactions. Digitally mature agencies and organizations have been utilizing the medium much more to its potential across all the above mentioned areas. Bigger brands invest a lot in research, and deploy sophisticated tools, large scale…
User data security, we are all equally responsible. It is our information at the end of the day. For the past few weeks, my social media feeds are abuzz with a lot of articles about “Cambridge Analytica”, “Aadhar” data leak, etc. and thanks to the election season here, suddenly these issues has been given a…
Brand safety concerns fuels ad spends on OTT Last year can be termed as “stand-up and take notice” year for marketers. Starting with Marc Pritchard, chief brand officer at Procter & Gamble, declaring, “We have a zero-tolerance standard when it comes to brand safety. Our brands are protected in other forms of media. The same…
The mysterious case of disappearing clicks Many many moons ago, as a novice in digital media, i faced a tough question from one of my clients. “Why is only a portion of the clicks reaching the intended website?”, my client had asked. This was the time when ecommerce as a phenomenon was rising, mobile browsing…
