Digital Marketing Company Insights: 3 Valuable Takeaways on AI Advertising

Last Updated on December 26, 2024 by Valerie Jennings

Gathering meaningful data in a sector that relies heavily on accurate and comprehensive public input is challenging. Public surveys require adeptly crafted and precisely executed digital marketing strategies from a skilled digital marketing company.

With effective outreach, even the most crucial surveys can easily attract respondents, leading to complete data, adequate insights and an impact on policy-making.

Proper marketing ensures that the importance of a survey and the need for community participation are communicated clearly and compellingly to the target audience, maximizing engagement and completion rates.

In contrast, subpar digital marketing company efforts can result in low participation, wasted resources and an inability to capture the diverse voices and opinions needed to inform effective policy decisions, undermining public surveys’ overall goal.

Explore our case study to understand how Jennings Social Media Marketing (JSMM) utilized innovative campaign strategies for ETC Institute and the results achieved.

Testimonial from Nick Jones, VP of Data Management at ETC Institute

Our strategic approach wasn’t just about numbers; it was also about partnership. To highlight our agency’s impact, here’s what our client said:

“Working with Val and her team has felt like a real partnership. From the very beginning, they took the time to truly understand our objectives and the unique challenges we face in the public sector. 

Their approach didn’t feel like a typical vendor-client relationship — it felt like they were an extension of our own team. They didn’t just execute the campaign; they collaborated with us every step of the way, offering valuable insights and strategic input that directly aligned with our mission.

What sets them apart is their ability to understand our brand and how to navigate the constraints that come with public sector marketing. 

They helped us craft solutions that were effective and tailored to meet our survey participants’ specific needs. They always ensured our goals were at the forefront, and their dedication to delivering results was clear throughout the campaign.”

AI Advertising Campaign Overview

ETC Institute is the nation’s leading market research firm for state and local governments, providing critical data and insights through surveys and research. Their American Travel Survey, a key initiative to gather resident data, faced several challenges.

Challenges

The primary issues were reaching the right people, motivating them to complete the survey and achieving meaningful participation within regulatory compliance.

The survey needed a strategy to overcome these hurdles, drive high engagement and ensure that the data collected was comprehensive and actionable.

ETC Institute partnered with our digital marketing company for its innovative, data-driven approaches to address these challenges. 

Our campaign aimed to boost participation using precise targeting, engaging script and efficient budget management. 

Key Performance Metrics

With a clear understanding of ETC Institute’s goals and challenges, let’s dive into the key performance metrics that demonstrate the success of our approach.

• Impressions: The campaign garnered more than one million impressions, far exceeding the typical range of a few hundred thousand.
• Engagement: Achieved a 1.51% click-through rate (CTR), significantly higher than the industry average of 0.90%-1.20%.
• Cost Efficiency: Cost-per-click (CPC) of $1.33 and cost-per-mille (CPM) of $20.09, both lower than the industry averages ($1.50-$2.50 CPC, $15-$25 CPM).
• Video Engagement: A higher-than-average completion rate, well above the typical 10-20%.
• Conversions: Conversion rates far exceeded the standard 2-5% range, generating a notable increase in leads.

These results showcase how JSMM’s strategies led to stronger performance across key metrics, demonstrating effective targeting, engagement and cost management.

Now that we’ve seen the campaign’s impressive metrics, let’s explore the five key insights behind these results that contributed to its success.

Three Key Insights from our Digital Marketing Company’s Strategic Approach

Our targeted approach, innovative tactics and strategic use of technology led to measurable success with this campaign’s performance, which far surpasses industry benchmarks.

1. Customized Targeting 

• Start with a Strategic Social Media Focus

  We began by leveraging the strengths of social media platforms like Facebook and Instagram, focusing on these channels to connect with key audiences in regions such as El Paso and Midland-Odessa.

  Social media ads played a pivotal role in driving participation, with approximately 60-70% of respondents indicating that a social media ad was the key factor in encouraging them to join the survey. This tactic demonstrated the power of targeted digital marketing in motivating action.

• Leverage Buyer Personas for Precise Messaging

  A key part of our approach was developing detailed buyer personas. Our digital marketing company created profiles of the ideal survey respondents by analyzing demographic data, behavioral patterns and psychographic insights.

  These personas allowed us to understand the audience’s needs, preferences and motivations, enabling us to craft targeted messaging that resonated deeply and encouraged engagement.

• Align Ads and Scripts with Audience Needs

  Using these buyer personas, we tailored our marketing campaign scripts to address the specific challenges and interests of the target audience.

  This strategy ensured every digital advertising felt relevant and personal, capturing attention and building trust. By integrating insights from in-depth keyword research and expertise in social media management, we further refined the messaging to maximize its impact.

Our ability to align messaging and targeting with the audience’s needs was key to the campaign’s success, laying a strong foundation for meaningful engagement and impactful results.

2. Advanced Video Advertisement Strategy and Engagement Tactics

• Create Ads That Drive Engagement

  To help ETC Institute increase survey participation, our digital marketing company’s team focused on developing compelling video ads that resonated with the target audience. Our creative team crafted visually captivating videos that captured attention and communicated the survey’s importance in a personal and relevant way.

  Through strategic storytelling, dynamic visuals and an emotionally compelling narrative, the ad drove deeper engagement and inspired viewers to take action, making the campaign both memorable and effective.

• Collaborate and Refine

  Collaboration was key to the campaign’s success. We worked closely with the client to understand their unique challenges and constraints.

  By maintaining open communication and being transparent with our reports, we analyzed the data together and adjusted strategies as needed.

  Through this close partnership and iterative process, we ensured that every campaign step delivered maximum impact, enabling us to overcome challenges and achieve the desired results.

• Driving Action Through Strategy

  Through thoughtful and strategic advertising, our digital marketing company enhanced our client’s ability to connect to the audience truly.

  In addition to digital campaigns, we expanded our efforts by collaborating with local news television organizations. This strategy included appearing on local morning news segments and leveraging their social media platforms to push the survey to a broader audience.

  We also worked with these organizations to create tailored television commercials, providing additional visibility and outreach.

  This unique integration of traditional and digital media channels reinforced the campaign’s messaging and significantly boosted participation, turning initial interest into meaningful action and helping ETC Institute achieve its survey goals.

3. Innovative Use of Technology and Adaptive Cost Management

• Data-Driven Decision-Making

  Real-time analytics guided our decisions throughout the campaign. We dynamically adjusted our strategies by analyzing key metrics to focus on what worked best, ensuring optimal resource allocation and high engagement levels.

• AI-Driven Insights

  By integrating AI tools, we predicted trends and could optimize the campaigns in real time. This analysis allowed us to enhance targeting accuracy and continuously refine the ad strategy, maximizing engagement while minimizing costs.

• Agility in Adjustments

  Our ability to make immediate adjustments based on real-time data ensured we stayed on track to meet campaign objectives. Whether refining messaging or reallocating the budget, this adaptability consistently improved performance throughout the campaign.
  

What questions should you ask a digital marketing company before partnering with them?

As we’ve seen through our successful partnership, collaboration and strategy are key. If you’re considering a partnership with a digital marketing company, here are some essential questions to ask.

1. What is your experience in our industry? 

With more than 20 years of experience, our digital marketing professionals have successfully partnered with various industries, including government agencies, market research firms and public sector organizations. 

We specialize in crafting data-driven digital marketing strategies that address your industry’s unique challenges and goals. Our expertise in navigating industry-specific regulations, targeting diverse demographics and driving engagement allows us to create customized campaigns that deliver measurable results.

We understand the intricacies of your sector and are committed to helping you achieve your business objectives through innovative and effective marketing strategies.

2. What strategies do you use for search engine optimization (SEO) and pay-per-click (PPC) ads?

Our SEO and PPC strategies stand out by integrating AI-driven insights and machine learning. Our marketing team uses these tools for predictive analytics, automated content creation and dynamic ad optimization to improve search results and drive organic traffic. 

This innovative approach maximizes return on investments and sets us apart from traditional marketing methods.

3. What reporting and analytics tools do you use?

Our digital marketing firm uses advanced AI-powered analytics tools, Google Analytics and marketing automation platforms to track real-time performance. 

Our team of experts analyzes key metrics like conversion rates, ROI and customer engagement, ensuring complete transparency and accountability in reporting.

4. What is your client retention rate?

Our average client retention rate is six years, with some partnerships lasting more than 15 years. This level of client loyalty speaks to the quality of service and results we provide as a leading digital marketing and advertising agency.

5. Can you share success stories or actual results?

Review our past successes to know our ability to deliver remarkable results and achieve client goals. 

As a full-service marketing agency, we’ve helped businesses improve their digital presence, boost organic traffic and generate qualified leads through strategies like SEO services, email marketing and video marketing. 

Our team of digital marketing professionals has successfully optimized search engine marketing, conversion rate optimization and local SEO, helping clients reach the next level in their marketing efforts. 

Whether through website design, link building or content creation, our team has consistently delivered measurable outcomes for online businesses, real estate firms and beyond, driving real, sustainable results.

How Our Digital Marketing Company Sets New Standards in Public Sector Surveys

JSMM’s tailored efforts for ETC Institute exemplify our ability to meet specialized client needs through innovative strategies, advanced technology and creative excellence. 

The campaign achieved its goals and set new standards for success in a challenging sector, demonstrating our digital marketing company’s ability to drive substantial survey participation improvements.

If your organization faces unique marketing challenges or seeks to enhance engagement and results, consider partnering with the right digital marketing company. Request a free consultation today to learn how our tailored solutions can elevate your campaigns to new heights.