illy | Media
Measures of Success
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Current cost-per-click averages are nearly half of what they were when Enlighten inherited the program.
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Current display media earns upwards of $10 for every $1 spent.
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Revenue from affiliated marketing programs increased by 20% between 2007 and 2009.
How We Did It
When the maker of the world's finest Italian coffee engaged us to design and develop a digital media program, we knew that the first step in a measurably successful program would be to understand our targeted audience—and where to find them online. In the process of creating an integrated paid search advertising program to drive online sales, we uncovered the unique locations where coffee lovers liked to spend time online—foodie blogs and coffee websites like Chow.com and CoffeeGeek.com. In recognizing the importance of niche markets, we were able to target a display ad program that was exponentially more effective than paid search alone.
Insight for Success
- The true value of these media campaigns is in their combined performance: paid search drives traffic to the site and banner ad retargeting provides a “followup” impression. In turn, content and keyword targeted media increases brand awareness, which helps drive searches, driving consumers to the site.
