Ralph Burns and John Moran have a discussion about the fundamental principles of demand generation versus demand capture in digital marketing. They talk about how to effectively scale campaigns by understanding the nuances of audience engagement and conversion attribution. John and Ralph go over the importance of structuring marketing strategies that focus on generating demand rather than just capturing it. You’re going to learn advanced techniques for optimizing ad campaigns, leveraging both Meta and Google platforms, and ensuring a holistic approach to marketing metrics that drive true business growth. Whether you're a seasoned marketer or new to the field, you’ll gain valuable perspectives on maximizing the impact of your digital advertising efforts!

Chapters:

• 00:00:00 Welcome to the Perpetual Traffic Podcast - The Journey Begins
• 00:00:35 Unpacking the Evolution of Marketing Metrics - A Fresh Perspective
• 00:01:54 Meet John Moran - Mastering Marketing Performance Indicators
• 00:02:43 Why Business Metrics Matter - Insights for Growth
• 00:04:53 Our First YouTube Live with John Moran - Going Live!
• 00:06:47 Digital Marketing Essentials - The Core Elements
• 00:11:12 Traffic and Business Health - Key Understandings
• 00:18:23 Meta and Google Performance Case Study - Real-World Applications
• 00:25:14 The Role of Incrementality Testing - Measuring True Impact
• 00:29:07 Attribution Challenges and Solutions - Navigating Complexity
• 00:33:32 Innovative Techniques for Traffic Generation - Beyond Basics
• 00:37:46 Creative Strategies for Audience Engagement - Innovative Approaches
• 00:40:13 Levels of Engagement - Comprehensive Explanations
• 00:43:38 Remarketing and Sales Cycles - Advanced Techniques
• 00:48:46 Interactive Q&A Session - Audience Insights and Questions
• 00:57:54 Key Takeaways and Practical Tips - Applying the Knowledge
• 01:05:13 Final Thoughts and Announcements - Wrapping Up

LINKS AND RESOURCES:

• Tier 11 on YouTube 
• Get Your Marketing Performance Indicators™ Checklist Now!
• The MPI Glossary
• PT on Telegram
• Previous John Moran Episodes!
• Tier 11 Jobs
• Perpetual Traffic on YouTube
• Tiereleven.com
• Solutions 8 
• Perpetual Traffic Survey
• Perpetual Traffic Website
• Follow Perpetual Traffic on Twitter
• Connect with Lauren on Instagram and Connect with Ralph on LinkedIn

Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!

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