In this episode, our guest is Marty Weintraub. He is the founder of AimClear, an integrated marketing firm that is the dominant customer acquisition and winner of 17 U.S. application awards, including the most recent five times Best Integrated Agency. AimClear’s differentiator is holistic brand development, PR, data and integrated performance marketing.

About Marty and AimClear

[4:53]

AimClear considers itself entrepreneurs and marketers. Marty is a photographer and speaker, and he founded AimClear in 2007. They are run by an integrated marketing agency and manage to gain new clients.

[5:28]

What makes them different is the way they think about campaigns and how their strategy is based on performance. They have gotten to work with really great clients over the years. They have a large office in Duluth, Minnesota and another office in St. Paul.

What does integrated digital marketing mean?

[6:03]

That means how things work together. Integrated marketing, for example, could be an example of how we see results from implementing a brand campaign. We see more direct traffic, higher site-wide conversion rates, and performance marketing.

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[6:34]

Integrated is the way things work together. That is the effect of paid search and SEO. It also means sequencing messages from channel to channel for purchase on a unified lifecycle path. When you think of the attribution path, the path to conversion, integrated means sculpting the image in advance and to ensure that we organize consistent messages from channel to channel and always use the information to figure out how to do it better.

Is the quote, “Half of the money I spend on advertising wasted. The problem is, I don’t know which side,” still relevant?

[8:10]

Not so much for top marketers. The only reason to throw spaghetti on a wall and not know how to consume it is if marketers don’t know what to do or the system is broken. Nowadays, there shouldn’t be much difficulty figuring out which side is helpful.

What AimClear does will lead to their success

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[11:57]

Marty is really tight on targeting. They have a checklist that they go through in audience targeting, which shares first- and third-party information.

[13:39]

AimClear has always developed a personality and has always been concerned about the intersection of paid and organic targeting and how they grow themselves.

[14:43]

They have also always believed in branding. The ultimate brand is sales. Branding is also the ultimate non-cookie targeting.

Recommendations for someone just starting out

[15:27]

Audience research needs to focus on segmenting data according to who they are and attacking what they want to do.

[15:57]

First, look for integrated search and psychographic. We want to know what they are asking for and who they are. Targeting is done by the ability to show an ad to them, send them an email, or reach them, and if you can’t target them with any paid or organic media, it’s not targeting.

[16:29]

Perform integrated search and psychographic research. We want to know where we can target them. Today, it is about the fact that there are different ways to get to know your audience. Many times it is from your CRM. We now have tools where we can change designer email addresses and third-party CRM by displaying inventory that includes purpose.

[17:10]

Identify any audience targeting lists that the customer may have. If we go deeper into this, it would be social engagement, re-targeting pixels, CRM information. Look at it and recommend either segmentation or different ways to target these lists.

[18:14]

See social targeting generators. It gets to the weeds. We need to know who they are and where we can get to those pieces.

How is advertising currently available to everyone?

[19:47]

The Zuko brand is the democratization of third-party display data. They offer it all over the OTT network (over-the-top). They have 150 data partners, and they made their own targeted taxonomy of common denominators. They made their own targeting line to get enough volume by combining different data partners. You could capture a video from YouTube, download a banner and then cover the country everywhere, or you could collect psychography on top.

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[20:42]

We see a generation pop-up that does interesting things. There are deep tools with some workflow features. With these tools, they are available for medium and even smaller offices. You just have to be willing to pay too much until you spend a lot on media consumption.

Targeting customers

[24:25]

You may display banner ads or videos to a health care provider with potential direct or indirect exposure to patients or infectious materials, including body substances.

[25:14]

In the old days, when digital marketers thought we would like to refer to perhaps more conservative political views, we should add a layer of that. If we set another targeting feature for it, start with a conservative policy with the operator. Understand if there is an extra perspective on the distribution channel you are using.

Warehouses and digital advertisements

[28:15]

Using a DSP can sometimes provide first-class space and networks that you can purchase directly, including from Google. The inventory comes from different places depending on what network you are dealing with, and it is all handled behind the scenes.

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[28:58]

It can range from a traditional banner video mode, which can be quite cheap, to very expensive, depending on the competitiveness of the mode. Today, DSPs have varying degrees of transparency about how much you pay for labels for being the middle person in the data. Marketers use this programmatic data, and their game is to keep costs low by just making a deduction targeting and excluding anyone who wouldn’t buy them, which is counter-intuitive use of the data.

The most effective way to sell something now

[32:32]

The answer is always a paid search. IIIf there is a search map, as a marketer the best way and easiest way to sell something is when someone asks for it now and it has a buying purpose.

[32:44]

There are new niche products where you can get them through social media or display storage. If Marty chose one or the other platform, and it was Google or Facebook, he’s going to choose the Google ecosystem because they have everything he needs.

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[34:35]

All products have a funnel top. The top of the funnel is a promising marketplace. You can catch them from all different places and in every way, but it’s a group of people.

Universal truth

[36:44]

The best marketing is a product that doesn’t suck. You could have a product that is just wonderful, everyone wants it, and you are the only one who has it. It is not your job as a marketer to screw it up.

[37:46]

The universal truth of change for all of us is like what Michelangelo said of the sculptor: “It already exists in stone, and it is the sculptor’s job to remove the barriers between the outside and the beauty.” Marketing is also like that. In a marketing campaign, the number you want is for the customer or product.

[40:14]

If you get a customer to buy a product that you know they love based on their research around their audience, they’re likely to become more important. At the end of the day, if you’re just the target of traffic or a quick sale and you deliver something in poor packaging, chances are you don’t have that returnable customer. You will not get the return on investment you are looking for from a marketing standpoint.

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Awards

[41:43]

Rewards are important just because it just means that you succeed with your place, your stakeholders, and your brand, that you work for the agency’s clients.

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