Megan Anderson – Executive Highlight

Megan Anderson
Founder | Marketing Director at Dulci Digital
Website Address: www.dulcidigital.com


What services does your company provide?

Creative, Media Buying and Planning, Social Media, SEO, Public Relations, Marketing Strategy, Search Engine Marketing / Pay Per Click


About Dulci Digital:

Dulci Digital is an innovative 100% remote agency with a global talent network. We provide on-demand marketing services to help businesses scale their marketing programs affordably without sacrificing quality by eliminating much of the traditional overhead involved in building a skilled marketing team. Our motto is “Always be Optimizing” and we take that approach with every client we serve.


When it comes to strategy, is it more about the story you tell or your CPM? How does this affect your KPIs either way?

I think all marketing comes down to the story. If a brand can’t connect with its audience in a meaningful way CPMs or other KPIs will continue to lag behind in performance. However, we also feel that performance should absolutely be monitored and tested to improve results. We focus on helping brands find their voice and then perform A/B tests to continue optimizing further. We reduce CPMs and CAC by improving ad quality and relevance with meaningful stories.


How important is your content/creative to your programmatic efforts?

We believe high-quality content builds brand value and encourages more engagement. As such it is the most important aspect of our campaigns.


Volume. What does this mean to you? Is Quality vs. Quantity still measurable in the digital space?

I believe this is an important question. It is important to produce enough volume to stay consistent, however, if you are only consistently posting poor quality content results will not improve. We strive for striking the right balance between the two to achieve the best performance for our clients.


What does data-driven marketing mean to you?

To me, it means taking the power of data seriously. Frankly, it is the difference between top performers and poor performers in a lot of cases. Data is a tool that can be used to inform and improve business decisions and strategies on so many levels. At Dulci Digital, data-driven is in our DNA. It is a fundamental aspect of our strategy and a must for client success. At the end of the day, it is the single most important aspect of building a high-performance strategy.


You’ve most likely “failed” on your commitment to a client. What did you do about it? Did it make your relationship stronger or break it? On the flip side of that, have you ever “fired” a client?

I think failures are inevitable in marketing. This is something leaders sometimes struggle to understand. Marketing is always a test in my opinion. The most important thing to keep in mind is are you able to learn from your mistakes. With a data-driven approach, you can. That is what we did. Our first campaign did not hit our goals, but we proved the concept and created A/B tests to further optimize. The second campaign exceeded expectations and we went on to serve them for 3 more campaigns that year. We aren’t afraid of failing forward. We understand that valuable lessons are often found in failures. It is just as important to learn what doesn’t work – to avoid further wasteful spending.

 

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