As a longtime marketing and business development professional, Justin Bumann has experience with a variety of media channels. Justin Bumann uses multi-channel marketing to create a diversified consumer outreach strategy.
Today’s consumers expect to be able to interact with a company in multiple ways. No longer satisfied with the passive viewing of commercials, they visit websites, interact through social media, and otherwise engage as active participants. Multi-channel marketing acknowledges this contemporary trend in a way that maximizes positive participation, providing multiple opportunities for engagement.
Multi-channel marketing allows advertisers to target a particular demographic based on that population’s media use. A mobile message, for example, may be more likely to reach a consumer who is ready to make a purchase decision, whereas a traditional web advertisement may target one who is in the process of conducting research and may respond well to an email offer.
Similarly, multi-channel marketing enables a company to utilize particular platforms in ways that match the behavior and expectations of their users. A Twitter ad, for example, can provide a snappy and engaging 140-character message, whereas Facebook provides the opportunity for a user to more deeply explore the company’s character and mind-set by reading an article or following a blog link. Either channel can allow the consumer to re-blog the content and thus create a sense of personal connection with the company.
Furthermore, because many of the most popular marketing channels are highly measurable, advertisers can determine which are the most effective, and customize strategy accordingly. If a particular media channel is not generating conversions, the advertiser can re-allocate the associated costs into a platform that is performing more effectively.
Return on Investment
For more than 20 years, Justin Bumann has developed multi-channel marketing plans targeted at generating strong returns on investment. Justin Bumann uses advertisement performance data to inform the continuing development of each advertising plan.
To make a digital advertising strategy successful, a company must first be able to track the success of each media buy. Many advertisers find this easiest to do with more interactive advertisement types, such as display ads. By assessing available data, a company can determine the percentage of viewers that actively engaged with the content, as well as how many navigated from the ad to the company’s website or a purchase site.
Producers of video content may be able to use similar evaluative strategies, particularly if the video invites a user response. Advertisers can assess click-through rates, as well as the percentage of those who watched the video to full or partial completion and the amount of time that viewers spent with the content.
Companies can also track return on investment by evaluating indirect data. One technique is to search for mentions of the company on social media, so that the advertiser can see if positive mentions increased after the advertisement ran. Similarly, some companies check web traffic numbers both before and after the introduction of the advertisement, to see if users are entering the address into search bars rather than clicking through directly.
The same type of assessment can support an accurate ROI evaluation for companies that run native advertising, defined as informational and promotional content presented in the form of an article. Those who purchase banner ads and other programmatic advertising may benefit from similar techniques, whereas investors in pay-per-click and search approaches tend to receive more information from conversions and direct clicks.
Justin Bumann is a business leader and entrepreneur who functions as a managing partner with an advertising firm serving clients throughout the United States. Further to his expertise in integrated marketing strategies, Justin Bumann leverages financial modeling to help clients make sound business decisions and conduct their operations with confidence.
Financial modeling leverages mathematical calculations to help companies create financial representations of their various facets. Through these calculations, the model informs decision-making, with more complex models providing recommendations based on the available data. Several financial planning models exist, each focusing on different areas. For example, the Fed model helps users determine market direction and trends, thus helping companies developing advertising and product strategies.
The overall goal of financial modeling is to use data to create a forecast, often related to the future earnings of a company or the evolution of the marketplace. The key to a good financial model is the ability to capture as many variables as possible, thus accounting for every issue and trend that could affect the financial future of a company.
Search Engine Optimization
As a marketing professional, Justin Bumann draws on an in-depth knowledge of integrated media techniques. Justin Bumann understands the role of search engine optimization as a way of increasing a company’s visibility online.
A working knowledge of search engine optimization (SEO) is essential to any company’s ability to attract its target audience online. SEO is the process by which a search engine selects those websites that it presents first when a user conducts a particular search. The search generates an algorithm that evaluates the data that it has on each website relevant to that search, and this algorithm prioritizes those websites that it views as most worthy of the reader’s attention.
In general, the most important factors in the SEO process are reputability, popularity, and interest. The search engine will prioritize those sites that have unique content as compared to other similar sites, as well as those that have links to reputable websites or positive reviews from consumers. Links can also help a site to drive traffic and thus prove the popularity of the search engine.
The engine discovers all of this information through the use of a web crawler, which explores each site for key elements. These elements include potential search terms and other text elements as well as good working links. The crawler then sends this information to a scoring system, which determines the site’s priority in comparison to others.
Entrepreneur Justin Bumann understand the need for rigorous analysis and planning required for a successful marketing and business campaign. For Justin Bumann and his team, high-stakes situations call for high-level strategies involving processes such as financial modeling.
Using financial modeling, a company can gain new insights by creating a replica of its entire business – or any aspect of its business – down to a single identified investment. A piece of the financial model can additionally encapsulate a specific business event, such as return on investment or other aspects of portfolio management.
For any level in the business cycle, financial modeling offers the opportunity to use outcome-based information to provide strategic direction. Based in mathematics, financial modeling allows business professionals to leverage objective data to take charge of their own workplace operations.
The optimum financial model keeps things easy to grasp and focused on the basics. For example, using an Excel spreadsheet and only two data sets (past and current performance), a sales-oriented financial model can provide a formula for anticipating future performance of the same item.
Companies find financial models especially useful when they are contemplating entering new markets, acquiring new properties or divesting from existing ones, or seeking funding for expansion.