You know who your best audience is. You've done the market research and compiled mass amounts of analytics on past campaigns telling you exactly what segments of the consumer population are most likely to become your customers. Now, how do you reach them?

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The Fourth Digital Advertising Campaign Type - PART 2

A dynamic CPM or dCPM campaign works the same as a CPM campaign in that you set a bid that is a flat price for one thousand impressions and add a CPC or CPA goal to optimize toward. The important difference is that with CPM, the ad server can only pay the exact bid amount for each impression, regardless of the goal. With dCPM and with the advent of RTB exchanges, each ad call can be evaluated in real time to determine what the impression is worth and the DSP can bid that price. In the end, it will average out to the set bid price or just under.

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Everyone's intimately familiar with the standard available pricing models for online advertising campaigns: cost per action (CPA), cost per click (CPC), and cost per thousand impressions (CPM). What's emerged in the industry along side RTB exchange technology is something called dynamic cost per thousand impressions, or dCPM.

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Given the ever-declining response rates from e-mail marketing initiatives, e-mail list management is a top priority for retailers. Consumers who opt-in to receive e-mail from a retailer will hold that brand personally responsible for how it uses e-mail. When they unsubscribe, they expect to do it once. Having a central system for list management simplifies the process, ensuring unsubscribe requests take effect system-wide. Further, a centralized list management system can help ensure compliance with CAN-SPAM and reduce SPAM scores by improving the quality of the messages.

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There are a few clear benefits to multi-location retailers for keeping a single Web site rather than maintaining multiple and separate sites per location or category, which we discussed in part three of this series. There are also some clear pitfalls that can easily be avoided, such as the following top five:

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Remember when mobile phones were just for talking? Then came texting, which reinvigorated American shorthand and made live conversations practically obsolete. Now, most people with mobile phones also surf the Internet with them, use them for maps and directions and even shoot photos and videos with them. With the world literally at their fingertips, mobile phone users, or smartphone users, count on mobile Web sites that are quick to load and easy to use in the small interface.

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The mantra, "united we stand, divided we fall," is applicable to multi-location retailers working to secure a position of dominance in search results. Search engine experts recommend a sub-folder structure, which means having location and regional microsites within the same top-level domain.

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Eight Best Practices for Retail Franchise Web Sites

We here so much about conversion rates for Internet Marketing campaigns, yet not all Web Sites are selling products or services online. Or, if they do, they do so as a secondary revenue stream while the primary purpose for the Web site is to get people in the door of one of their multiple retail store locations. These multi-location retailers have goals for their Web sites that are distinct from other types of retailers.

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Content Optimization

Knowing how to optimize your content means knowing your audience. What key phrases do they type in when looking for your products or services? What language do they use? Your audience conduct queries using their own vocabulary, so plain spoken content rich with these specific phrases is always the way to go. Avoid using industry jargon or clever turns of phrase. Headlines are the most important pieces of content on the page to optimize linguistically...

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Strategic Versatility

The beauty of Internet marketing is that you can adjust strategy based on performance. If you're attracting a good amount of traffic for certain phrases, you can easily look at how that traffic is behaving and adjust your strategy accordingly.

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