Linear Attribution Model: Digital Marketer Guide 2023

Digital Marketing

In the context of marketing and advertising, a linear attribution model is a method for assigning credit for conversions (such as a sale) to the various touchpoints (such as clicks on ads or interactions with emails) that a customer has with a company’s marketing efforts. This can help a company understand which marketing efforts are most effective in driving conversions and allow them to allocate their marketing budget more effectively.

In a linear attribution model, each touchpoint is given equal credit for the conversion. For example, if a customer clicks on three ads and then makes a purchase, each of the three ads would be given one-third of the credit for the conversion.

This is in contrast to other attribution models, such as the last-click model, in which only the last touchpoint is given credit, or the first-click model, in which only the first touchpoint is given credit.

To calculate credit using the linear attribution model, you would need to do the following:

Identify all the input variables that contributed to the outcome you are interested in.
Determine the total credit that should be assigned for that outcome.
Calculate the credit assigned to each input variable by dividing the total credit by the number of input variables.

For example, let’s say you are trying to calculate credit for an increase in sales revenue. The input variables that contributed to the increase in sales revenue might include marketing efforts, product improvements, and changes in pricing. If the total credit for the increase in sales revenue is 100, then each input variable would receive 33.33 points of credit (100 / 3 = 33.33).

The linear attribution model is a simple method of credit assignment that can be useful in some situations, but it has some limitations. For example, it does not take into account the relative importance of the different input variables or their specific contribution to the outcome. In some cases, a more sophisticated attribution model may be more appropriate.

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Role of Linear Attribution Model in Digital Marketing

Linear attribution models can be a valuable tool for digital marketers as they seek to understand the effectiveness of their marketing efforts and optimize their campaigns. In a digital marketing context, a linear attribution model can help a marketer understand the role that various digital touchpoints (such as ads, emails, website visits, and social media interactions) play in driving conversions. This can be especially useful for marketers who are trying to understand the effectiveness of multi-channel campaigns and how different channels contribute to the customer journey.

By using a linear attribution model, a digital marketer can:

Allocate marketing budget: By understanding which marketing efforts are contributing to conversions, a marketer can allocate their budget more effectively, focusing on the channels and tactics that are most effective.
Identify successful marketing channels: A linear attribution model can help a marketer identify which marketing channels are most effective at driving conversions.
Optimize marketing campaigns: By understanding which touchpoints are contributing to conversions, a marketer can optimize their campaigns to focus on the most effective tactics and channels.
Measure marketing ROI: A linear attribution model can help a marketer measure the return on investment (ROI) of their marketing efforts by attributing a value to each touchpoint and measuring the total cost of the marketing campaign against the resulting conversions.
Understand customer behaviour: A linear attribution model can help a marketer understand the customer journey and how different touchpoints influence the decision to convert. This can be valuable information for optimizing marketing efforts and improving the customer experience.

Conclusion

In conclusion, the linear attribution model is a method of credit assignment that distributes credit evenly among all the input variables that contributed to a particular outcome. To calculate credit using the linear attribution model, you would need to identify all the input variables that contributed to the outcome, determine the total credit that should be assigned for that outcome, and then calculate the credit assigned to each input variable by dividing the total credit by the number of input variables. While the linear attribution model is a simple and straightforward method of credit assignment, it has some limitations and may not be suitable for all situations. In some cases, a more sophisticated attribution model may be more appropriate.

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January 6, 2023/0 Comments/by Yasir Ali

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What Is Financial Service Marketing | Most Effective Strategies

Digital Marketing

“The use of a variety of marketing techniques and approaches to raise awareness of financial products and services, collect leads, and convert them into client base is known as financial services marketing.”

Financial service marketing comprises a range of marketing methods and approaches to raise awareness of financial goods. A sequence of recurring marketing efforts is used to collect leads and turn them into loyal consumers. Financial services are marketed using two basic methods:

Digital marketing: Social media, Pay per Click, Search engine Marketing, etc.
Traditional marketing: Television, radio, & print media, etc.

The majority of financial service companies consist of a combination of digital and traditional marketing. However, due to legacy methods, most businesses continue to rely on traditional marketing methods. Whereas, this is improving as Digital marketing strategies in the financial sector are exhibiting their effectiveness in reaching customers. It is critical to understand the results of these new marketing activities in order to properly apply them yourself. Appropriate financial services marketing raises awareness, lowers client acquisition costs, lowers churn, and increases revenue.

Importance of Marketing in the Financial Service Industry

The financial services business is one of the world’s oldest. Furthermore, everyone needs financial services at some time in their lives as it includes a wide range of value-based dealing with lending, investing, insurance, and money management, among other things it has traditionally been a key part of the overall economy.

The global economy is continuously evolving and developing, as is the technology that individuals use to connect with it.

Previously, various financial institutions provided virtually the same services to the same consumers and had no need to be concerned about competition. That has altered as a result of “technological transformation.”

According to research, 17% of the newcomers in the industry have taken over one-third of revenue growth in the timespan of just 13 Years. The new entrants use technology in traditional financial services, altering the competition’s boundaries by reframing product and service delivery. Consumers’ faith in financial institutions has never been lower, and they have developed a taste for services that communicate directly to their demands in a way that they really are ready to hear. As a result, financial services marketing is one of the industry’s most crucial steps.

This large number of new companies and technology has made it more necessary than ever to invest in financial services and digital marketing. Competition is strong, and you must be able to contact every possible consumer you can, all while respecting the industry’s standards.

A proper marketing plan is critical to success, and a full-service digital marketing firm like IT Sarkar can assist you in developing and executing a strategy that will provide the best outcomes.

Which Financial Institutions will be benefited

Commercial/ Investment Banks Commercial/ Investment banks are a vital part of the financial system. They deal with things like helping businesses make decisions on what to invest in and how to raise money from private sources. Most of the time these companies offer advice or guidance to large companies that make important decisions on large amounts of money.

Investment companies An investment company is a company that pools money from investors and uses it to buy and sell stocks, bonds, real estate, and other types of financial assets. This can help investors to earn higher returns on their savings and investments. These companies can also help to diversify a portfolio and typically do not charge any fees for the service.

Brokerages A brokerage is a business that can help you buy and sell stocks, bonds, or other financial instruments. They can help you trade on your own or through a company or investment bank. Brokerages make money by charging commission fees and offering research.

Insurance Companies Insurance companies provide protection for many things. When you buy homeowner’s insurance, it protects you against theft, injury, and damage to your house. Car insurance protects you in case of an accident. In case of any of the above, insurance companies will cover the costs of repairing your home or car.

Functions of Financial Service Marketing

Financial service marketing assists financial institutions in the following ways:

Helps in Differentiating their company by identifying and communicating their narrative.
Build awareness and trust by articulating their distinct value propositions.
Produce results that strengthen their brand and propel growth.
Create strategic communications initiatives that support their goals and generate new business.
Provide an outstanding client experience.

Three Most Effective Financial Service Marketing Strategies

Digitalization:

Whereas previous generations and baby boomers preferred to receive products from sales representatives who could advise them and set up personalized (or not) accounts for them, millennials and Generation Z frequently prefer to do everything themselves with as little contact with human representatives as possible. Establishing and promoting digitalized financial products and customer service or experience channels that allow customers to register for services online, modify products or services online, and view their information without visiting a branch is an effective and increasingly necessary trend for financial institutions. However, it is not a universal marketing technique because you may not offer things but merely services.

Social Media:

81 percent of the population has a social media account, and many spend up to 4-5 hours every day on social media. Your intelligent and continuous usage of one or more social media platforms is an important financial marketing approach that you cannot afford to overlook. Social media platforms are used by Millennials, Generation Z, and even Baby Boomers to engage with companies, learn from others, and keep up with current events and news. Maintaining a consistent presence on one or more sites with a strategy in place to provide value to followers will assist you in building brand credibility, creating marketing possibilities, and expanding your client base.

Automation of Data:

Most financial institutions have more data than they realize what to do with, but this is changing rapidly. Consumer experience platforms and automation technologies make it easier than ever to use and apply data as part of your financial services marketing plan. Big data, for example, can tell you who is saving up for a large purchase and is most likely to require pre-approval for a loan; it can help you identify and offer services before or after they are required; it can help you target types of customers for additional customer service or digital financial knowledge, and it can help you put a limit on required customer service.

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Process:

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August 18, 2022/0 Comments/by Yasir Ali

What is Mobile Marketing? 5 Quick Things to Know Before Start

Digital Marketing, Mobile Marketing

“Mobile Marketing is the art of utilizing multi-channel, digital marketing strategy for the purpose of reaching a targeted audience on their mobile phones, tablets, & other smart devices”

Any marketing effort that seeks to promote goods or services using handheld devices such as mobile phones and tablets is referred to as mobile marketing.

It is a method of using technology to provide targeted promotions of goods or services to a consumer who is always connected to a network.

Why is Mobile Marketing Important?

People are spending 89 percent of their time on mobile applications, indicating that mobile devices have taken over communication.
Because of their smaller size, mobile devices simplify the overall perspective and amount of content. Users can simply carry mobile devices around and make purchases whenever they want because they are smaller and lighter than desktops.
In comparison to the past, Mobile reduces the time it takes to make a purchase by 20%. 50% of mobile phone users are expected to buy anything right away when using their handsets.
After viewing relevant advertising, 91% of mobile phone users consider purchases or buy various products.
Customers who use smartphones are twice as likely to buy from companies that have applications or mobile websites with information tailored to their location.
Mobile devices account for 40% of all internet transactions.

Advantages of Using Mobile Marketing

Mobile marketing offers numerous important benefits over traditional marketing.

It is considerably more accessible and you don’t need advanced technology or much technical knowledge to initiate a mobile marketing effort.
Now it is relatively easy to monitor the efficiency of mobile marketing efforts.
It is also quite affordable. There are several choices available for any budget, and the impact may be enormous when compared to the cost. In general, social media marketing is far less expensive than acquiring radio or television ad space.
The ability to reach customers anywhere in the world in real-time can also be achieved with mobile marketing whereas, it is only possible to market through radio or television when customers are in front of the television or listening to the radio.

Types of Mobile Marketing

There are various mobile marketing tactics to explore for your company. The effectiveness of the plan is determined by factors such as your budget, industry, and consumer group. Some of the mobile marketing techniques are;

SMS Marketing

This is by far the most frequent way of mobile marketing. Marketers utilize this channel to reach out to clients via their mobile devices with offers as well as other vital information.

Voice Marketing

Voice marketing is when companies use computer-generated automated phone calls to sell their products or services. It is up to the client to determine whether or not to answer the phone.

In-App Advertising

This method refers to all advertisements on mobile devices that appear when specific apps are opened or in progress. These advertisements can take the form of full-image banners, banner pop-ups, or video commercials that display during loading screens.

QR-Code Marketing

Customers are taken to the connected site where they may see additional information about a certain brand after scanning these barcodes with their phone’s camera.

How to do Mobile Marketing?

Figure 1: Best mobile Marketing Technique

Mobile Marketing is the Future

According to the research on mobile vs desktop usage statistics, the mobile-only audience in the world will expand to almost 19% by the end of 2022, while another research estimates that 79% of smartphone users keep their phones on or near them for at least two hours a day.

Today, the universe has more mobile devices (8.7 billion) than people (7.1 billion), owing to our intense hunger for new technologies.

According to United Nations data analysts, 71.5 percent of residents over the age of 13 own a smartphone, and 66.5 per cent internationally own a smartphone (U.N. data, GSMA Intelligence).

Thus, mobile marketing strategies will certainly increase the growth of your business because this won’t stop here.

New technologies will be born, More and more people will use cutting-edge technologies in the coming years, and relatively high amounts of marketing will be possible by using these strategies.