Every advertising dollar matters. Your company worked hard to earn that money and when it comes to advertising, you want to invest it smartly. Many advertising campaigns fail not because they spend too little, but because they spend in the wrong places. We have more advertising channels today than ever. To win at advertising, you […]
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Build a Media Mix That Matches the Customer Journey
Today marketing is more complicated than ever. Consumers have countless ways to discover brands and research products and services. They also move between devices and media channels throughout the day. As a result, great creative alone is not enough. Marketers must build a Media Mix that matches the customer journey. Many campaigns fail because the […]
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More Advertising Doesn’t Always Create More Leads
If you are not getting enough leads its easy to assume that spending more money will fix the problem. More advertising will create more impressions and increase leads, right? Certainly, your media vendors think so. However, if you have a problem with your strategy, funnel, or creative, you will just waste more money. More advertising […]
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SEO As A Long-Term Lead Engine
In the early days of SEO there were some tried and true strategies that would increase organic rankings relatively quickly. Today those are “black-hat” tactics, a sure-fire way to have Google penalize your site. We have a very different approach to SEO these days. Now we think of SEO as a Long-Term Lead Engine in […]
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Continuous Media Optimization
As a young newlywed I clearly remember the Set It and Forget It commercials for the rotisserie oven. My wife and I were not experienced cooks and always on the go. We bought one. And as we learned, you still needed to pay attention when you cooked. The same is true of advertising. No matter […]
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Attribution and ROI
“Half the money I spend on advertising is wasted; the trouble is I don’t know which half.” That statement by John Wanamker is probably the most famous quote in advertising. It summarizes the concerns of many experienced marketers. And it gives pause to potential marketers. The reason we spend so much time attribution and ROI […]
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Outdoor Advertising That Performs
I received a postcard in the mail from a men’s clothier showing the model in what looked like a leisure suit. It made me laugh because as a child my parents bought me a leisure suit. And now, it appears, they are coming back. That is very similar to Outdoor advertising. It was popular for […]
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Radio for Lead Generation
Radio was my favorite media growing up. I loved listening for songs from artists I enjoyed or breakout performances from unknowns. And the DJ’s that brought us music were also part of radio’s attraction. Each had a unique style which created a different relationship with the audience. Those attributes are what makes the media so […]
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The Streaming TV Explosion
I am old enough to have used a map to find directions. Now I gladly toggle between Google Maps and Waze. In many ways, that reflects advertisers’ relationship with linear TV and streaming. A map can show you how to get somewhere. However, it cannot tell you which streets are one-way or where construction blocks […]
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Converging Digital and Traditional Media
There is an old adage that says the whole is greater than the sum of its parts. You see this in cooking where two good ingredients combine to make a great new flavor. (I’m thinking peanut butter and chocolate😊) The same idea holds true in Advertising. Mixing digital and traditional Advertising together makes for a […]
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