CHALLENGE
Take a traditional print media program and create an integrated strategy. A strategy that increased performance measurement and offered quick turn-a-round in content changes.
CHALLENGE MET
ComGroup developed an integrated media strategy that included digital and programmatic advertising, with measurable metrics. Additionally, ComGroup’s Continuous Media Optimization (CMO) product was applied to the 2018 media plan.
The client’s primary KPI was traffic generation, and the 2018 media plan generated 101,291 click-thrus to the client’s website. Also, the CMO product yielded continued performance increases throughout the campaign. The first month of the digital campaigns produced a cost-per-click of $7.36; however, by the end of the annual campaign that cost per click average was decreased to $2.93.
POWERFUL INSIGHTS
Powerful industrial marketing requires good data. ComGroup specializes in building research that yields insightful data to drive industrial marketing strategy.
