Digital marketing campaigns can drive traffic to your website or store, but they can take time to see results. A paid marketing strategy can be an effective tool for getting faster results while building your reputation and engaging with customers online. In this webinar, experts will discuss how to effectively leverage paid digital advertising strategies to generate more sales, measure the success of your approach, and help you determine what the right budget should be for your business.

Joining HFA CEO Mark Schumacher for this webinar were Kari Fletcher, Director of Marketing, Baer’s Furniture; Ed Camargo, Managing Director, Incubeta; and Erin Martin, Vice President of Marketing, Netsertive.

Key takeaways from this webinar:

• Your customer data is your most hanging fruit. Build your (customer) data before you start planning your digital marketing, so you know which channels to invest in to meet your customers where they are.
• Figure out who your ideal customer is, then go to each channel and see if “your” customer thrives there. Understand how they consume media.
• Know where your customer is in the marketing funnel by observing their keyword search intent (what they are looking for and the specificity of their keyword search)
• Tailor the message to where they are in the marketing funnel. If it’s on top, create brand messages, if it’s on the bottom, make it buy from the store.
• Be your own customer to audit the customer journey you offer.
• Adapt your digital assets to the medium/channel and don’t use the same asset everywhere.
• Advertising on Instagram and Facebook provides branding that triggers action through emotional branding.
• Make sure you have enough budget to cover the duration of the campaign.
• Analyze your return on investment channel by channel. Recognize that ROI will be different for each stage of the marketing funnel.
• Be nimble enough to reactively adjust your digital marketing to meet the needs of your consumers.
• TRENDS TO WATCH: Dynamic Product Optimization, Over-The-Top (OTT) Video Advertising and Connected TV (CTV).

Kari Fletcher– Marketing Director, Baer Furniture

Kari has over 20 years of marketing experience with brands such as Bloomingdale’s, Ashley Furniture HomeStores and Design Within Reach. She is currently the Marketing Director for Top 100 Retailer Baer furniture and develops Baer’s digital marketing strategy. Kari also sits on the University of South Florida Advisory Board for its Digital Marketing Certificate Program.

Ed Camargo– General manager, Incubeta

Ed has over 23 years of experience in digital media. He has spent his career working on well-known brands such as Nike, Amazon and Chase Manhattan Bank. Prior to joining Incubeta, Ed worked as Vice President of Paid Digital Media at ForwardPMX, where he was responsible for the strategic vision and operations of the SEM, Display and Social Media departments.

Erin Martin– Vice President of Marketing, netsertif

As Vice President of Marketing, Erin is responsible for leading Netsertive’s demand generation and communications functions and has over sixteen years of marketing technology experience. Prior to Netsertive, she held various leadership roles at Mixpo, an ad tech company acquired by Netsertive in 2017, which spanned marketing, client services and operations.

Her happy place is where marketing and operations meet, and she’s passionate about creating systems that bring together the right people, the right processes, and the right technology to do amazing things. She applies the same kind of analytical thinking to her personal life and enjoys finding areas where work and life principles coincide. Erin is an avid outdoorsman, mother of two, and host of the new podcast, The Multi-Location Marketing Leader.