What are the 4 most important steps you can take now to prepare?

 the sunsetting of their original Universal Analytics platform, to be replaced by Google Analytics 4 by July 2023. 

Google’s analytics product offering has become the default website measurement platform, offering digital marketer’s invaluable insights into what specific source of traffic to the website is working well and generating leads (or conversions) and what is not. Without this level of measurement and intelligence, digital marketers are left ‘guessing’ and potentially wasting valuable advertising budget.

, Google Analytics 4 (formerly known as "App + Web") is a new kind of property, with several advantages over Universal Analytics: 

These are the 4 important steps you should take now to prepare: 

 to learn more about how we can help you succeed with your digital marketing efforts!

谷歌Analytics 4将于2023年7月取代Universal Analytics

The digital advertising industry is shifting away from licensing 3rd party data, due to data restrictions and user privacy issues. In order to survive and thrive, you should take every effort to start compiling your own electronic customer database – ideally including your customer’s name, address, phone and email. This should be permission-based, and allow for a customer to opt-out of your collection efforts. This effort will allow you to communicate directly to your database without fear of violating their user privacy and ensure they become life-long advocates and customers.

什么是第一方数据?为什么它很重要

4 steps you can take now to build your own private 1st party data set 

It’s a noisy world for consumers. From endless social media feeds to bursting inboxes, digital platforms are overflowing with organic and paid media. It’s a crowded space for companies—and full service online marketing agencies—vying to convert prospects into valuable leads or customers.

That’s why your local digital marketing company knows that driving conversions takes more than one touchpoint, both on and offline. A successful multi-channel marketing approach may utilize seven (or more). Here’s why.

市场营销 expert Dr. Jeffrey Lant developed 

, which is also known as “drip fed marketing”. To penetrate a market, he believes you need to consistently reach a prospect at least seven times.

Consumers are flooded with messages on numerous devices and platforms. That’s why one advertisement or email created in-house or by a digital media marketing agency isn’t enough to drive conversions. Prospects need 

 before they’ll act upon your call to action.

Reaching prospective customers goes beyond even a robust email marketing strategy. You want to utilize a minimum of seven different types of interactions to boost your conversion rate.

 for one chief technology officer who finally enrolled in a professional development course after a series of touches that moved him from consideration to purchase.

The right mix of touches for your campaign depends on your goals and budget. A full service advertising agency or full service digital marketing group will recommend the radio and digital advertising tactics to reach your target audience.

, yet traditional types of advertising, like radio advertising, remain relevant and effective.

, even in a digital world. Thanks to smartphones, radio is more accessible and convenient than ever. 

 found that participants between ages 10 and 39 spent more time listening to the radio than streaming music each day.

The good news: it’s an effective marketing touchpoint! Consumers who hear a radio ad are 

 to search for that brand online than those that don’t. And if they hear it twice, that percentage jumps all the way up to 36%.

 is here to get you noticed with engaging marketing strategies on multiple channels. As an innovative media company, we leverage our award-winning radio and digital advertising to get you the seven touchpoints you need for a successful marketing campaign! Ready to jump into your next marketing campaign? 

提高转化率的7个营销触点

The 7 市场营销 Touches to Conversion

After a long year of economic instability, it might seem logical to pull back on business “extras” like advertising. But before you turn off your Google display ads or cut down on other marketing efforts like social media, 搜索引擎优化, or video, remember that those same campaigns you use now are the main reason customers are still paying attention to your brand!

Whenever there’s a shift in the economy, marketing is typically the first department that gets cut. It’s a sad truth, especially when the reality is businesses that continue advertising to customers see improvements and often outperform their competitors who don’t.

Let’s look at the last nine months as an example. For a while, though you may argue this is still occurring today, there was a lot of confusion about new state mandates that dictated whether or not certain businesses could stay open and to what degree they were able to serve customers. The often-overused term “uncertainty” was simply an understatement. In fact, we saw an increasing number of customers asking questions about their favorite local businesses and brands, such as:

In a world of uncertainty, it’s so important that you provide some “basic” certainties to your customers wherever possible. And the best way to do this is through advertising. Businesses that utilized their social media platforms, radio, Google My Business, podcasts, or their websites were more successful at keeping customers informed on hours, in-store policies, and new changes, thereby providing customers with more control over their shopping experience. This also helped their customers stay connected, and most importantly, loyal to their brand throughout statewide shutdowns.

Now, it is understandable that with the possibility of a recession on the horizon, you’ll want to find ways to scale back your operating budget. And though 

 doesn’t recommend cutting your marketing spend, we do, however, advise that you spend smarter.

Reduce Your Overhead; Maximize Your Spend

Many businesses assume it’s cheaper to do their own marketing in-house vs. hire a local digital agency. But this actually has the reverse effect. Rather than hiring your own marketing team, or having employees who are experts in other fields try to navigate through the complex world of PPC, social media advertising, and 搜索引擎优化, it’s much smarter, and in the long run more affordable, to contract a professional marketing agency to perform this work on your company’s behalf.

Why? When you hire a digital marketing agency, you don’t pay for their benefits or salary. You pay for them to do what they do best: strategize, implement, and monitor your advertising to maximize ROIs.

, understand how to help you set goals, generate and convert new leads, and track your performance, so you stay in control of your advertising spend. We take the guesswork out of marketing and help you evaluate what’s working, what’s not, and where there is untapped potential.

You give us your budget and we design a comprehensive strategy that aligns with your goals and prevents you from going over on budget or wasting money on advertising channels that don’t acquire customers or drive sales for your business.

If you’re still on the fence on whether or not hiring a digital marketing agency can help you spend smarter and have your ads generate leads and improve conversions, 

, so we can show you our experience and award-winning talent in helping businesses thrive through challenges!

It all starts with a conversation! 联系 us to learn how we can help!

经济低迷时期的市场营销

Bouncing Back After a Rough Year

The holiday season seems to have already started this year with a reported 

50% of shoppers planning to shop early this holiday season

, out of fear of more impending shut downs, a winter spike in virus cases, and travel limitations. So, for local retailers and small business owners who may be trying to play catch up and prepare for what is sure to be a holiday shopping season unlike any other, 

we have 5 easy steps to implement for your digital marketing strategy,

This means claiming and activating your company’s Google My Business profile.  This prominent, free business listing is a sure-fire way to not only start showing up better in Google searches, but to also capitalize on the local actions consumers are seeking when they find your listing – driving directions, your hours of operation, events and specials, reviews, photos, videos, and more. And due to Covid-19, a recent Google study shows that 66% of shoppers are expected to spend more with their local small businesses this year than in the past.

2. Sell your brand’s story; not on price.

A reported 34% of shoppers recently said that in 2020, they would pay more for their favorite local products, if it meant that their local establishments could sustain the pandemic and keep their doors open. This is a the perfect opportunity to:

3. Monitor, evaluate, implement customer feedback.

Going into holiday 2020, a Google survey reported that 47% of shoppers said they would prefer to buy online, while picking up in-store or curbside.

75% of shoppers have used a Google product while shopping in the last week, and 89% of all shoppers have done research online prior to making an in-store purchase for the holiday season, according to the 

. So, that means you have to make every search count by showing up prominently for your next customer. With options for search marketing via Google Ads, Shopping Ads, Google My Business, Maps, and organic listings, there is no shortage of ways to ensure your brand’s name is visible and in front of your targeted audience.

There is no silver bullet to advertising. No single digital tactic will solve all of your business woes or sky-rocket your sales volume to the moon. However, by using a diversified digital mix of tactics, your brand will receive more visibility among your targeted audience, across more channels and platforms.

So, make sure you aren’t playing favorites too heavily with one digital channel. You really need to focus on engaging with your customers before, during and after their shopping experience, as well as across multiple areas, to ensure the best customer engagement, brand loyalty and sales retention.

 is a Senior 数字 Brand Strategist for 2060数字, a division of Hubbard Cincinnati. 

 or call her at 513.699.5045—she’ll help you make a list and check it twice to optimize your digital presence this holiday season.

为假期购物季做好准备

A critical component of any marketing strategy includes video. Creating one is as easy as pulling out your iPhone, but as with all things digital, there’s more to consider.

When it comes to video production, music is the icing on the cake. It helps bring everything together and set the mood. However, you can’t just pull your favorite artist’s song off YouTube and use it as the background song for your video. Sites like Facebook and YouTube use an algorithm that looks for copyrighted music in your videos. If they find non-licensed music in your video, it can get flagged, muted, deleted or—worst of all—incur hefty fines.

Not to worry. There are some great options out there—even free ones. If you are wanting something a little more special, you can purchase music through subscription sites that also protect your videos from getting flagged or taken down.

Bud Stross is a Senior Videographer for 2060数字 and Hubbard Cincinnati. 

—he’ll be happy to geek out about video with you.

We get it. You don’t need another thing to distract you from running your core business. That’s where Hubbard Cincinnati and 2060数字 can help. We’ll keep you buttoned up legally…and also have a little fun along the way.

Let your story come alive through video. Take a peek at some of our work!

如何为制作视频找到免版税的音乐和声音

Find (legal!) music for your online videos

As we head into a long-awaited holiday weekend, all thoughts are on celebrating our nation’s independence. However, business owners and marketers alike should also take time to consider their own digital independence and to ensure that any company-owned digital assets are in the business’s full control. The two main areas most vulnerable are a company’s website and Google Analytics account.

First, when it comes to your website, think of it as your business’s digital front door. Much like the business’s name, logo, exterior signage and inventory, this adds value to your brand and should be something that you invest in wisely. Unfortunately, there are some website providers that will sell you an extraordinarily cheap website on the front end but never fully grant you 100% ownership rights. As a best practice, you should always choose a digital agency who will work with you to create a great website—at a fair price point—in which your business would wholly own the images and content that the site contains. That way, you are free to choose whichever digital agency you like to be your partner at any point in time.

Also, while it is far less common, some website providers will purchase and end up owning the business’s domain name (i.e. the URL). Like any other brand asset, the domain name should be registered to a business owner or a senior officer, with several others at the company also given access, in the event that there may be employee turnover. There’s nothing worse than not knowing who or where your web domain has been registered, or worse still—losing it because you had no idea your domain was about to expire.

The second major obstacle to overcome when exercising your digital independence is to ensure that a business owner (or a senior employee) also has access and full ownership to your business’s Google Analytics and Google My Business accounts. With full ownership of your Analytics account, you can easily grant other partners or employees permission to view data. Without full ownership of your Google Analytics and Google My Business accounts, clients frequently struggle to have any historical data available in which to compare website traffic or digital campaign performance.

So, while you might be chowing down on a hot dog and celebrating our nation’s independence this weekend, come Monday, do a double check to ensure that as a marketer or business owner, you too can celebrate your digital independence. And if you find out that isn’t the case, give me a call or shoot me an email—we’re a Google Premier Partner who will give your brand a free and fair evaluation and talk through how we can help you take back control (and independence!) within the digital space.

Heather Morris is a 数字 Brand Strategist for 2060数字, a division of 

 or call her at 513.699.5045 to set up a free digital audit.

让自由之声响起! 数字独立意味着什么?

The popularity of smart speakers continues to grow, with more than one in four Americans owning a device like Alexa, Google Home or Amazon Echo, according to Edison Research.  That’s good news for AM/FM 广播, which makes up the largest percentage of audio listening on smart speakers.  That share of listening has increased from 20% in 2018 to 24% in 2019.  The next closest competition for “share of ear” on smart speakers is Amazon Music, at a distant 15%.

Since Edison started tracking smart speaker ownership in 2017, the number of Americans owning one has more than quadrupled!  The numbers are greatest among Millennials (age 18-34) at 31% and Gen X (35-54) at 38%, key marketing demographics for advertisers.

Where are those users listening?  87% of AM/FM listening on smart speakers takes place at home, with 10% of listening taking place at work.  The majority of that listening takes place between 6am and 3pm, aligning nicely with radio’s traditional dayparts.

The growing popularity of Alexa, Google Home and similar devices makes AM/FM more accessible inside the home and other places, delivering engaged listeners for our advertisers in non-traditional ways.

For any questions or information please contact 

最初的社会影响者

During its annual Worldwide Developers Conference, Apple announced that it’s now making it easier to listen to your favorite radio stations just by asking Siri.  “Today we’re introducing live radio so you can ask Siri to play stations from iHeart广播, TuneIn and 广播.com,” a company executive announced on June 3rd. “In fact we have over 100,000 radio stations from all around the world.”

Other announcements were made during the conference, including the introduction of Handoff.  This feature will allow users to start audio on one Apple device, then transfer to another device with a tap.  With Handoff, you’ll be able to listen to a live radio stream on your iPhone then continue to listen at home or in the office with the Apple HomePod speaker.

You can read more about this announcement and other Apple updates at 

苹果让收听广播变得更容易

 from Nielsen and the Southern California Broadcasters Association reveals that adults who are in the market for a vehicle are 

 more likely to make a purchase at a dealership after hearing their ad on the radio.

The study also shows that radio influences other aspects of the customer journey, driving listeners to websites for information on models and dealerships.  

 for more information or visited a specific dealership’s site after hearing a radio ad.

A deeper look during the study illustrated how the right 广播 creative changed the perception of dealerships and helped them to stand out among the competition.  Over half of all listeners and three-fourths of auto buyers felt that the radio spots they heard “made me think the dealer was really different.”  78% of auto buyers who heard the dealer’s 广播 ad felt that the dealer had a “great selection,” 72% said the dealer offered a “competitive price” and 70% felt the dealership was “one you could trust.”

“If you’re in the market for a vehicle, radio makes your intention and consideration and your opinion jump even higher,” says Thom Callahan, President of SCBA.

无线电驱动汽车买家到经销商网站和展厅

We’ve all done it, immediately went online to find out more about a product before making the final purchase. In fact, more than 

70% of consumers begin their shopping experience online

 with their favorite search engine. Even after the initial search and discovery, 

How does radio fit into this digital customer journey? A recent study conducted by the 广播 广告 Bureau and Media Monitors sought to answer that question. The study involved more than 2,100 local radio ad campaigns within six different categories; automotive, insurance, auto aftermarket, jewelry, wireless communication and ecommerce.

By comparing when a commercial ran to Google search activity, the study revealed that 

! Equally as important is the fact that among all campaigns reviewed, radio increased the search activity of each and every advertiser!

You can read further details from the RAB.com 广播 Matters website.

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