Content Assessment: Advertising for Awareness and Credibility? The Current Communications Metrics for ComplexDiscovery
Information - 93%
Insight - 94%
Relevance - 87%
Objectivity - 88%
Authority - 89%
A short percentage-based assessment of the qualitative benefit of the recent post highlighting a new limited advertising program by ComplexDiscovery.
ComplexDiscovery is an online publication that highlights cyber, data, and legal discovery insight and intelligence ranging from original research to aggregated news for use by cybersecurity, information governance, and eDiscovery professionals. The highly targeted publication seeks to increase the collective understanding of readers regarding cyber, data, and legal discovery information and issues and to provide an objective resource for considering trends, technologies, and services related to electronically stored information. The publication is not all-inclusive of industry news and topics and does not actively seek to increase reader traffic beyond the regular sharing of unfiltered industry announcements, information, and organically developed articles and industry surveys. In many ways, the publication is complementary, and not competitive with other excellent eDiscovery-centric information sources ranging from individual blogs and industry associations to prominent news organizations and services.
Advertising for Awareness and Credibility?
Marketing and ComplexDiscovery Advertising
Recently ComplexDiscovery initiated a limited, invite-only advertising program to allow selected industry organizations the opportunity to increase awareness and credibility of their offerings and value to those in the eDiscovery-ecosystem who regularly visit ComplexDiscovery.com. The objective of this limited advertising program is to provide one very targeted and economically feasible marketing effort that can be integrated into and used to amplify holistic and complete marketing programs.
A holistic marketing program typically consists of four core elements, those elements being:
- Awareness: The knowledge and understanding of the existence and availability of an organization or offering.
- Credibility: The objective and subjective components of the believability of a message or source.
- Demand (Revenue) Generation: The engagement with current and potential customers to drive action or increase revenue.
- Integration: The synchronization of awareness, credibility, and demand (revenue) generation efforts.
The limited advertising program from ComplexDiscovery is not a complete program as it is primarily focused on associative awareness and credibility derived from a quality publication (ComplexDiscovery) sharing quality content. Said in a different way, the limited advertising program is not focused directly on demand (revenue) generation, however, it does contribute to demand (revenue) generation indirectly by creating positive awareness and credibility that ultimately helps drive demand (revenue).
An example banner with the format and placement attributes of the limited, invite-only advertising program is provided below. For the program, a limited number of advertisers will have their ads placed in a rotational manner to display in most ComplexDiscovery posts.
Ad Attributes: 850px Width x 200px Height Core Banner Advertisement (Responsive) with Basic Message, Image Background, Logo, and Call to Action with Link
Additionally, while the purpose of the advertising program is to create and support associative awareness and credibility, the metrics of ComplexDiscovery communications conduits are important for potential (and current) advertisers as they consider investing in advertising with ComplexDiscovery. While these metrics are reported regularly by ComplexDiscovery, the most recent metrics (December 31, 2022) are provided to establish the context for why advertising on ComplexDiscovery may be beneficial for organizations in the eDiscovery ecosystem and how the advertising program might help contribute to a holistic marketing program by contributing to awareness and credibility of organizations and offerings.
The Current Communications Metrics for ComplexDiscovery
A Snapshot Overview
Basic Website Metrics: January 1, 2021 – January 31, 2023
Source: Google Analytics
- Page Views: 217,805 (Chart 1)
- Users: 119,760 (Chart 2)
- New Users: 114,391 (Chart 3)
- Sessions: 148,067 (Chart 4)
- Average Session Duration: 1:04 (Chart 5)
- Number of Sessions Per User: 1.25 (Chart 6)
- Bounce Rate: 75.01% (Chart 7)
Chart 1 – ComplexDiscovery Audience Overview – Website PageviewsComplexDiscovery Audience Overview - Website Pageviews - January 2023
Chart 2 – ComplexDiscovery Audience Overview – UsersComplexDiscovery Audience Overview - All Users - January 2023
Chart 3 – ComplexDiscovery Audience Overview – New UsersComplexDiscovery Audience Overview - New Users - January 2023
Chart 4 – ComplexDiscovery Audience Overview – SessionsComplexDiscovery Audience Overview - Sessions - January 2023
Chart 5 – ComplexDiscovery Audience Overview – Average Session Duration (Seconds)ComplexDiscovery Audience Overview - Average Session Duration - January 2023
Chart 6 – ComplexDiscovery Audience Overview – Number of Sessions Per UserComplexDiscovery Audience Overview - Number of Sessions Per User - January 2023
Chart 7 – ComplexDiscovery Audience Overview – Bounce RateComplexDiscovery Audience Overview - Bounce Rate - January 2023
Basic Social Media Metrics: January 1, 2021 – January 31, 2023
Source: LinkedIn and Twitter
- LinkedIn Followers: 8,610
- Twitter Followers: 4,017
Chart 8 – ComplexDiscovery Audience Overview – LinkedIn and TwitterComplexDiscovery Audience Overview - LinkedIn and Twitter Followers - January 2023
Basic Contact Database and Email Metrics: January 1, 2021 – January 31, 2023
Source: Mailchimp and Pipedrive
- Database Contacts: 36,119 (Chart 9)
- Core Newsletter Subscribers: 7,277 (Chart 9)
- LinkedIn Newsletter Subscribers: 1,928 (Chart 9)
- Open Rate Latest Campaign: 25.9% (Chart 10)***
- Open Rate All Campaigns: 28.9% (Chart 10)***
- Email Campaigns Sent: 138 (Chart 11)
Chart 9 – ComplexDiscovery Audience Overview – Database Contacts and Newsletter Subscribers
Chart 10 – ComplexDiscovery Audience Overview – Email Campaign Open Rates
Chart 11 – ComplexDiscovery Audience Overview – Email Campaigns SentComplexDiscovery Audience Overview - Email Campaigns Sent - January 2023
Banner Advertising Metrics: September 5, 2022 – January 31, 2023
Source: Advanced Ads
- Ad Impressions: 80,967 (Chart 12)
- Click-Through-Rate (CTR): 0.17% (Chart 13)*
* Industry Averages for Display CTR: Legal = .59% and Tech = .39% (Source: Bitly)
Chart 12 – ComplexDiscovery Banner Advertising – Impressions (Aggregate of All Banner Ads from Beta Advertising Program)ComplexDiscovery Banner Advertising Overview - Impressions - January 2023
Chart 13 – ComplexDiscovery Banner Advertising – Click-Through-Rate (CTR)ComplexDiscovery Banner Advertising Overview - Click-ThroughRate (CTR) - January 2023
Closing the Loop
The information shared in this article conveys the logic behind the design and deployment of the new limited advertising program by ComplexDiscovery. The explanation of the core components of a holistic marketing program may also be beneficial for anyone considering advertising efforts regardless of industry. And the overview of ComplexDiscovery communications metrics is provided to present complete transparency as to the potential awareness and credibility contribution of advertising on the website. Whether you choose to advertise on ComplexDiscovery or any industry site, it is reasonable to first truly understand the direct objective of such an advertising effort and advertise accordingly. For those in the eDiscovery ecosystem seeking to increase associative awareness and credibility, advertising on ComplexDiscovery may be a solid choice for inclusion in your holistic marketing mix.
Click here to inquire about advertising opportunities with ComplexDiscovery.
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ComplexDiscovery is an online publication that highlights cyber, data, and legal discovery insight and intelligence ranging from original research to aggregated news for use by cybersecurity, information governance, and eDiscovery professionals. The highly targeted publication seeks to increase the collective understanding of readers regarding cyber, data, and legal discovery information and issues and to provide an objective resource for considering trends, technologies, and services related to electronically stored information.
ComplexDiscovery OÜ is a technology marketing firm providing strategic planning and tactical execution expertise in support of cyber, data, and legal discovery organizations. Focused primarily on supporting the ComplexDiscovery publication, the company is registered as a private limited company in the European Union country of Estonia, one of the most digitally advanced countries in the world. The company operates virtually worldwide to deliver marketing consulting and services.