mdg attributes much of its growth (and many client successes) over the past decade to the expertise, resources and overall prioritization it has placed on data-driven, results-focused digital marketing. Our team develops strategic marketing plans and tactical components that build awareness, increase engagement, generate positive brand association, reenvision content or concepts, prompt further consideration, drive visitors back to websites and, ultimately, convert prospects into attendees, exhibitors, sponsors, members or brand loyalists. Using mdg’s proprietary performance modeling, journey mapping, agile methodologies and a fully integrated approach, we blend paid media, SEM, data and automation best practices to move your prospects from awareness to conversion.
Intuitive technology, personalization and constant connectivity have seamlessly slipped into every aspect of our lives. Yet the way we think about marketing labors far behind reality. “Digital” marketing is really just “marketing,” isn’t it? A memorable customer experience is one that satisfies and sells with precision alignment of brand, data and content just underneath the surface.
Our strategists in digital, data and development work in parallel with our account team and creatives to develop attendee and member acquisition and retention and growth campaigns that align with the customer journey. The result of this approach is best viewed through our clients’ results.
how do we do it?
A multidisciplinary team, 20 strong, begins by mapping the customer journey across the buying cycle, aligning that journey with required data and content, then modeling the projected performance of attendee or membership acquisition overall, by channel and by segment.
This approach leads to constant optimizations through an agile methodology to identify the best strategy for our media mix of inbound channels (website traffic, email, PR, social) and paid channels (paid social, SEM, programmatic, native, video). The model leads to benchmarks and goals. The benchmarks and goals lead to testing and optimization in a continuous cycle of improvement of your goals.
NAB Show® wanted to understand registration pacing and establish realistic goals for future shows to help align marketing tactics and budgets appropriately.
Approach: To set realistic and attainable registration goals for the show, mdg did a full data analysis of 15 years’ worth of registration data at the start of the campaign. This analysis provided the ability to set weekly and monthly pacing goals based purely on registration trends and results. Using an agile approach for marketing planning, we were able to assess the success of each tactic on a biweekly basis and shift as needed to ensure our efforts were supporting the pacing goals. By using a robust mix of channel strategies, we met our immediate campaign goals, grew our audience funnel and increased awareness of NAB Show.
Results: NAB Show® hit its “reach” goal for total attendance and 98% of the attendee goal. The mix of paid media brought in over 17,000 conversions and overall conversion rate (CVR) was double that of the previous campaign.