defaultLogic.com is a Digital Marketing and Web Development company focued on business outcomes. Our consultants and developers have a track record of results. We know what online success looks like. We've led the marketing and technology initiatives of Top 400 e-retailers, leading software companies, service providers and start-ups. defaultLogic's mission is to create profitable revenue and competitive advantages for our clients.
Digital success starts with a plan that reflects capabilities, objectives, markets and a willingness to challenge assumptions. defaultLogic leverages technology, research and the experience of our consultants to create a digital blueprint for our clients. Through strategic testing, our clients quickly identify and develop assets that support their planning and decision-making process. Together, we create a Digital Strategy that serves as the foundation for online success.
defaultLogic designs, develops and implements web-based technology that works. Our team uses an Agile Development process to deliver solutions that meet the needs of our clients. We've developed web applications for retailers, financial service companies, governments, manufacturers, distributors and start-ups. Employing the latest technology, defaultLogic helps clients to build and optimize their Digital platform.
We have over 20 years experience helping retailers build, market and manage their digital business. We've worked with leading retailers, distributors and manufacturers to engage and convert online consumers. defaultLogic has developed, implemented and managed digital strategies that enabled products and retail brands to succeed -- even in a down economy. We understand the technology, tactics, and processes for Digital Retail success.
defaultLogic enables clients to develop the skills to succeed in a digital environment with a hands-on approach to learning. Training is offered on Digital Marketing and Web Technology by experienced professionals. Our instructors are subject matter experts who've taught at the graduate and undergratuate level. Clients are given the tools and guidance to apply what they learn to meet business objectives.
Helping businesses to succeed online is our passion. Our consultants have developed digital strategies, processes, tactics and technology that generate profitable revenue. We've led the efforts of Top 500 e-Retailers and helped create Top 1,000 e-Retailers. We've taught Digital Marketing and Technology at the graduate and undergraduate level. We have a track record and know what digital success looks like.
A report by Fluent showed that TV ads (40%), Print ads (39%), and Online ads (39%) had the highest reach among listed channels. The problem for retailers isn't just reach in choosing TV or Print over digital media. The bigger problems are cost and the ability to engage a younger target audience.
Is it a good idea to scrub your email list of "Inactive Subscribers"? Analysis of billions of email sends has shown that Inactive Subscribers outperform Active Subscribers on the measure of Order Frequency and Order Value. This indicates that the messaging within the inbox does not require opens or clicks to be effective.
Being seen online influences purchases offline. According to ComScore, search exposures generate an incremental sales lift of 82%, while display ads provide a lift of 16%. When search and display were used together, a sales lift of 119% was reported.
Being seen matters -- even in paid search. A high click-through rate (CTR) only means you're being seen fewer times for the same number of clicks. Being seen fewer times for the same number of visitors limits the abilility to build your brand. Exposures with paid search increase your brand activity -- and brand activity drives the majority of conversions.
The idea that marketing is dead has emerged with the rise of the Internet. We have been told that being seen is less important than getting click. We've been persuaded that branding does not or cannot occur online. The irony is that effective advertising and branding has persuaded marketers of the idea that advertising and branding no longer works.
What's the value of being seen online? What benefit is derived from ad messaging? Can ad messaging alone influence consumers online -- regardless of clicks? If so, how can this influence be measured, optimized and scaled? Answering these questions will determine the future of publishers and advertisers alike.
You've spent valuable time and resources creating content that engages your audience. You've followed the rules and posted it to LinkedIn and facebook. You've included keywords and tags so it could be picked up by Google. Yet, your effort is rewarded by a handful of visitors who don't engage with your site. We can fix that!
Wayfair and Plow & Hearth engage the home products market with radically different approaches. Wayfair is focused on being seen and developing its brand. Plow & Hearth follows a conventional strategy focused on clicks. See which approach wins.
The profitable revenue formula (PRF) defines economic success for every digital retailer and consumer brand. It outlines the 4 primary areas where digital retailers can build profitable sales. These areas interact with one another to determine results. Because of this, focusing on profitable revenue requires a more holistic approach to digital marketing. It isn’t based upon a specific tool or tactic. Instead, it provides guidelines on which strategies are developed to generate profitable conversions. Strategies determine the tools and tactics selected.
Search is a powerful tool for identifying and measuring intention-based markets. However, search has it's limitations as a tool for building traffic and sales. Searches are dependent upon previous exposure to the concept being searched for. If exposures to a concept decline prior to search, searches will decline. Also, as brands are established earlier in the buying process, search volume will decline. Brand terms eventually dominate intention-based markets, siphoning away searches from non-brand intent.
Local newspapers must challenge their digital assumptions if the industry is to survive and remain revelvant. Newspapers must be the ones who prove online exposures have value for their advertisers. If print media is to survive, it must transition its mission to digital markets while it still has a brand and an audience. Proving the value of online exposures to advertisers will help publishers understand digital markets, how consumers make decisions online and the benefits of digital advertising. It will help push up digital ad prices and create opportunities to replace lost print revenue. More importantly, it will help their advertisers to reach more consumers and grow their businesses.
Digital Marketing Best Practices offer a path to predictability and a disconnect from basic marketing principles. When marketers uncover genuine "Best Practices", they become strategic assets for the brands they represent. They don't become codified into a technical manual -- because these assets aren't shared. Today, “Best Practices” reveal how competitors and markets are likely to behave. When the "Best Practices" are wrong, they provide a significant advantage to marketers who know better.
Today, few marketers understand how consumers buy online and how digital advertising influences their decision-making. This is reflected in strategies focused on clicks and that ignore or devalue the effects of being seen. Once Digital Marketers understand the buying process represented by consumer intent, the importance of branding and exposures becomes apparent. Luckily, this understanding is easily uncovered through their existing data and the tools they already use to manage campaigns.
An experiment by an advertising research executive showed that blank ads have a higher click-through rate than ads that provided messaging. This experiment was both comical and disturbing. It was comical because the premise of the experiment was that clicks are a valid measurement for advertising results -- despite research that disproves this mythology. Its disturbing because thought leaders in the marketing and advertising industry don't seem to understand how consumers are influenced by online ads -- or how Internet users behave.
Traditional agencies have the talent and experience to help their clients succeed online. Unfortunately, the strategies and processes they employ strip them of these advantages -- making the brands they represent less competitive in the digital marketplace. An approach that focuses on clicks and ignores branding, has made their engagements with digital markets more expensive, less scalable, more predicatble and ineffective. Rather than laboratories of creativity and insight, many agencies have become the lair of technocrats -- offering clients only the myth of "Best Practice" to justify mediocre results. We want to help them do better!
Online, consumers share their intentions with Digital Marketers -- based on what they search for, where they go and what they do. They communicate their intent and so should we. Intention-based marketing is about what consumers want and what we want consumers to do. By leveraging Intention-Based Marketing strategies, our clients have grown conversion rates, profitable revenue and their brands -- even during an economic slowdown.
As consumers spend less time engaging traditional media, the cost for many retailers to reach buyers has gone up and their reach has gone down. With less influence on markets via engagement, they will find it even more difficult to grow and manage expenses. Web-savvy competitors, however, should be able to increase their market share and maintain a much lower cost for consumer engagement.
In the Digital Marketing community, it is considered desirable for campaigns to have a high click-thru rate (CTR). Often, this is achieved by skewing messaging towards clicks versus letting consumers know who you are, what you do and how to find you. Based on how consumers actually make purchases online, this is a mistake. Sales are influenced far more by brand messaging than by clicks -- even within paid search. A focus on CTR has contributed to the high cost-per-conversion and low conversion rates of most retailers. It has also enabled those who understand the value of exposures and how consumers buy online to grow at a discount.
With the decline of traditional media, many bricks-n-mortar retailers have become desperate to reach new customers – and remind old customers that they still exist. Shops who built their business on phone book, newspaper, radio or television advertising are paying a premium to reach a smaller and smaller audience. This smaller audience means fewer people visiting or telling others about their store and fewer sales. It also means that retailers aren’t adding as much value to the brands that they carry.
Branding does occur online. In fact, it can be measured and strategies can be employed to grow this activity. Brand activity is where the majority of online sales come from. For this reason, learning to measure and build your brand is vital to online success.
What if everything we've been told about Digital Advertising is wrong? What if you could scale your business by getting in front of consumers with ads that let them know you exist? What if online exposures did have value? What if display ads did work? What if branding mattered as much (or more) online as it does offline? What if you could actually measure your brand and see it grow online? What if clicks didn't matter nearly as much?
Led Digital Marketing Efforts of Top 500 e-Retailers.
Worked with Top Brands at Leading Agencies.
Successfully Managed Over $50 million in Digital Ad Spend.
Developed Strategies and Processes that Enabled Brands to Grow During an Economic Downturn.
Taught Advanced Internet Marketing Strategies at the graduate level.
Manage research, learning and skills at defaultLogic. Create an account using LinkedIn or facebook to manage and organize your IT knowledge. defaultLogic works like a shopping cart for information -- helping you to save, discuss and share.