Posts tagged digital advertising
In this day and age, your product credibility means everything. People want more in-depth information on what a product does, how it works, and most importantly, who has tested it. So, the question is: How do you go about building credibility? The answer lies in campaigns featuring testimonials and product demonstrations.
Building Credibility With Testimonials and Product Demonstrations
Every year a new phone seems to come out. However, it becomes harder and harder to tell the difference between this year’s and last year’s model. The rapid pace at which new technology come out has left many consumers cautious. It will take a little bit of extra effort to convince them that the new version of your product is worth buying. So create campaigns, videos or otherwise, using these marketing techniques.
Testimonials give your consumers someone to relate to. This is why they work so well. Remember that your existing customers have a reason for buying your product. Use their unique story to show how their lives have improved since buying from you. Their story will motivate other consumers to take action.
Product Demonstrations leave little room for doubt. They answer all the questions your prospective consumers have. This type of campaign will also separate this year’s model from last year’s. Does the new version of your device offer Bluetooth connectivity? Are you now offering a new mattress with twice the amount of comfort as last year’s model? Then test the product and show that it works. If you demonstrate all of the products features and how they work, people can make an informed decision.
Both of these campaigns have proven to grab people’s attention. Samsung’s introduction of the Galaxy Note 7 received 94 million views online, and Nike’s “Unlimited” commercial, which showcased the stories of world class athletes, made up 86 percent of the company’s views. Start using these proven marketing techniques as a means of building credibility with your audience.
The world moves fast. As a marketer, that means that you have to be on the forefront of the newest trends. More importantly, changing demographics. With that in mind, here are a couple of groups you should focus on. These target demographics are the people you should be putting your resources towards.
Important Target Demographics
Millennials – The dreaded word, “Millennials.” Even though most people in this group do not like to be called by this term, it defines this generation. This generation of technologically capable individuals are known to be driven and diverse. They are also in the prime of their adulthood, so it is the perfect time to approach them with things they want and need.
Most of the people in this group grew up with technology. As a marketer, you can use this to your advantage. Target marketing works best for them. Find out what they like, what they do, and offer them products and services on the social media channels they frequent.
Women – With the possibility of the United States’ first female president on the way, you should be thinking about how to target women in the future. According to the United States Department of Labor, women make up 47 percent of the total U.S. work force. This means that they have purchasing power. Many of them are also the primary breadwinner of their household, making them the decision makers for what to buy and when to splurge.
Children – The children are our future. If you find out what they like now, this can lead to plenty of opportunities. While this group (known as Generation Z) is pretty much unknown, we do know that they are growing up with the internet as an everyday tool.
Another important factor to remember is that parents are concerned about their child’s health and well-being the most. That includes making sure they are happy and have a pleasant childhood. Parents are also more inclined to want to provide their children with everything they didn’t have. Out of all the target demographics, children have the power to influence what their parents buy.
There is a lot of criticism when it comes to native advertising. While it is one of the more effective ways of reaching your audience, and helps to avoid ad blocking software, some customers are not fans of this marketing technique. In order to persuade apprehensive consumers, honesty is the best policy.
What is Native Advertising?
Native advertising is a “disguised” form of advertising media. This means that your advertisement looks and appears in the same style as the platform it is advertising on. Whether it is an article, video, or any other form of media, it is almost indistinguishable from the platform’s primary content.
The problem with native advertising is that most customers see it as deceptive. Most customers have trouble distinguishing the difference between regular content (written by the editor) and advertorial content. This confusion leads to some customers feeling like they have been misled. As a marketer or advertiser, you do not want your customers to feel like you have betrayed their trust.
Effectively Using Native Advertising
The best way to approach native advertising is to be honest with your audience. It is common practice to label any article, video, image, or content as an advertisement. This label lets visitors know that the content they are about to engage with is sponsored. By adding a layer of transparency viewers are not confused.
You can also be transparent in your content as well. Introduce your company before you discuss the benefits of your new product or service. Even if the viewers know that your piece of content was not written by the editorial staff, good content will grab their attention.
The best part about native advertising is that it is becoming more and more accepted every day. People expect to see promoted content on websites they frequent. Just stay honest and you will have plenty of opportunities to reach new audiences.
If your target audience is full of people with 3-letter titles that start with C, there’s no margin for error. However, the rewards for landing executive clients can be huge for almost every industry. With a C-level executive in your corner, you are assured to have a client with a much higher lifetime value. These are the type of influencers you can’t gain the backing of with a witty social media post. You have to design content marketing strategies specifically for executives, and that strategy has to be as elite as the people you are marketing to.
Here are a few things to keep in mind when you are trying to extend your business contacts all the way up to the top of the corporate ladder.
Hooking a Big Fish
If we take that analogy through to its completion, hooking a big fish means using the right bait, in the right location, and at the right time. Getting the attention of an executive requires the same factors. You need relevant content that is as current as possible. This means both knowing an industry well and being up-to-date on today’s news—and not just this month’s trends.
Creating the Right Degree of Value
We always talk about the need to create value for a consumer. For an executive, the level of substance has to be extremely tangible. You have to provide real business solutions, and be able to back up your ideas in order to gain credibility.
Break the Mold With New Content Marketing Strategies
You can’t market to an executive using the same material as for everyone else. You need to deliver something that really has an element of surprise,t and you have to deliver quickly with no time-wasting fillers. This is the content marketing version of an elevator pitch.
Being able to market to executives is a skill. It takes time to hone, and you can’t expect the same thing to work for every individual. However, the benefits of perseverance are tremendous. When you connect directly with C-level execs, it gives you a relationship with a company that you can’t have when working with project leaders, managers, or even directors.
You’ve asked customers for feedback in surveys. You’ve read all of the online reviews. You’ve listened to what people have told your customer service reps on the phone. So what do you do with all of this customer feedback? Here are a few ways you can turn feedback—positive or negative—into something productive.
Improve Your Staff With Customer Feedback
People love to receive good service. If you want to raise approval ratings for your brand, this is the fastest way to do it. It’s also what people are most likely to complain about. So listen to those customer-service call recordings, and pay attention to online reviews and survey responses to see what your team can do. Then provide better training for new employees, and try to train and salvage the employees you have, rather than getting rid of anyone who has ever made a mistake.
Make a Better First Impression
Learning from the mistakes of the past (as well as the things you did right) can help you to make a better first impression on future new customers. The better that first experience is with your brand, the more likely you are to get repeat business.
Learn Your Customers’ Lingo
If you speak like a consumer, you’ll get a better response. You may say that your new kitchen knife can cut through a shoe, but the customer may not care. If you read a ton of positive reviews that say the knife cuts through vegetables like they were butter, guess what your new slogan should be.
Research Your Own Market
This is a unique opportunity to direct feedback to the kind of information that you need to know. Do you have two or three products that are best sellers? Ask specific questions about what appeals to consumers in regard to those products. Then you know how to make the whole product line more appealing. And once you’ve made the changes, you know how to market the new and improved items.
Some customer feedback is requested, and other feedback is given whether you want it or not. Use both kinds to be a better brand
The weather has been crazy all across the U.S. and the rest of the globe. Western U.S. has seen a terrible drought resulting in wildfires. The Midwest has seen numerous deaths from way-above-average temperatures. The south has seen a lot of flooding. As climate change becomes more obvious, it alters how consumers think. What impact will global changes in the climate have on your future marketing endeavors?
Here are a few things you need to think about.
Seasonal Marketing Campaigns
We often market products seasonally. However, changing seasons are making that more difficult. For example, many locations that are popular winter vacation spots for enjoying winter sports are seeing less snow than ever before. This is shortening the ski season and making it necessary to alter the timeframe of campaigns.
Healthcare Marketing Is Also Affected
The weather is also having a tremendous effect on the areas where disease-carrying insects can live. Some diseases that were under control are now reaching an epidemic state again as the climate helps the disease to spread. As a result, marketing for certain medications, such as seasonal allergy medications and flu relief products, are seeing a shift in the timeframe when the products are most needed.
The Emergence of the Eco-Conscious Consumer
People care more about how products are sourced, the practices a company is involved in to protect the environment, and the role of recycling in a company’s efforts. Therefore, it is important to be more transparent in marketing about what a brand is doing for the environment, even in small ways such as using some recycled material in product packaging or using new packaging that creates less waste. Eco-related scandals are now more likely than ever before to hurt a brand’s reputation.
In fact, brand perception is the number one factor when it comes to adjusting marketing to climate change. If you want your brand to stand out as a champion of the planet, you need to take action and let consumers know what you are doing to preserve the Earth for future generations. You’re not just marketing to tree huggers anymore. Today, the average consumer cares about the environment.
Estimates reveal that programmatic rules digital advertising despite the risks of fraudulent traffic. By 2017, 2 of 3 digital ads will fall under the programmatic umbrella, which makes this next statistic ridiculous. Forecasts say $7.2 billion will be wasted on bot traffic and other forms of ad fraud.
Ad fraud is certainly not a victimless crime. In fact, brands and marketing agencies are footing most of that wasteful bill. It’s a blight on the entire digital marketing industry. It’s the slow, painful death of advertising budgets. So how do we protect ourselves?
Keep an Eye Out for Fraudulent Traffic
Sadly, we have to leave room in the budget for bot traffic. There’s no way to completely avoid it. That said, you can view traffic reports to spot the worst offenders. What should you watch out for?
- Strange domain names
- Authorless sites with no presence on social media
- Unexplained jumps in CTR
Fighting Back with Technology
Use services that track and estimate fraudulent traffic. Work with ad networks that use verification measures. This is your opportunity to make sure ad buyers are on the level. Check out the reputation of your partners. Build a whitelist of trusted sites, as well as blacklist sites that send you bad traffic.
Use the Right Metrics
Yes, some KPIs are easier to fake than others. Spending that is based on clicks, rather than on conversions, results in more bot traffic. We all need to have a “the buck stops here” attitude when it comes to this growing menace. No other industry in the world would turn a blind eye to $7 billion in waste per year. Many industries don’t even know what $7 billion looks like.
Marketers need to focus on buying tactics that defend precious ad dollars. Awareness needs to be raised, not to shame scammers who will always do what they do, but to bring everyone else in the industry together to fight the problem. The more scam artists that are identified and blacklisted, the better protected brands and agencies will be.
You understand the value of using various digital channels to connect consumers to your brand, and to increase the frequency of interaction with potential customers. Those interactions are what drive revenue and other business goals. Consumers connect everything that comes from your brand, regardless of the avenue, to the products or services you offer—and to their perception of your company as a whole. With that in mind, here are a few digital marketing trends that will help you to reach those goals.
Three Digital Marketing Trends:
Building Trust in Your Brand
Trust has become one of the most important digital marketing trends. How do you establish trust in a consumer relationship through your digital marketing efforts? The first thing is consistency. All of your content, regardless of how the consumer comes in contact with it, needs to tell the same story about your brand, convey the same values, and be delivered in the same tone. This reveals stability and focus, so that no matter where a consumer is between researching and making a purchase, they have the same experience with your company.
Take Advantage of the Small Screen
The number of Americans using mobile devices continues to grow, and people are coming in contact with brands on every screen size imaginable, from the desktop and laptop to the tablet and smartphone. You never know what the viewer is going to do during a TV ad. The person may go grab a snack, look down at the cell phone for a text, or even head to the bathroom. Taking advantage of opportunities to reach that consumer with mobile advertising lets your ad go with the consumer (even to the bathroom since most people won’t leave a smartphone unattended, even at home). Use behavioral analytics to contact your consumers on the right screen at the right time with the right message.
Taking Your Consumers on a Journey
Rather than waiting for a consumer to be ready to make a purchase before you start marketing, this is all about leading the consumer to the sale. It starts with educational content. Why does he need your product? Once he decides he wants your product, engaging content will keep your brand in the forefront of his mind until it is time for a sale. Then, when purchasing time arrives, good marketing content closes the deal. Give consumers compelling reasons to choose your brand, even if it may not be the least-expensive product on the market.
In-house marketing teams are becoming more knowledgeable and competent related to digital marketing. Does that mean that the age of digital marketing agencies is over? Not hardly. In fact, digital marketing agencies that keep current on modern practices have a great deal of relevancy. Here are a few reasons why these digital marketing agencies will continue to be important.
Providing Fresh Ideas and Perspective
Sometimes you need someone from the outside to look at why a campaign isn’t working—without the bias of being a part of a brand. Plus, your in-house staff may be so backed up creating content that they don’t have time to experiment with every new marketing tool in the industry, so you could be missing out on some good stuff. An agency might be in a position to make some helpful recommendations.
Adding Experience and Skills
An agency likely will bring some assets to the table that you just don’t have on your team. It can be tough to staff a marketing department with people who have all of the different skills and experience that you need. It can also be especially beneficial if you are targeting international markets to have marketers who are either a part of or experienced with the culture you are marketing to.
Lightening the Load
Marketing departments are under tremendous pressure to create tons of the highest-quality content while also testing and checking the metrics to tweak campaigns on the fly. Sometimes it can feel like an uphill battle where you can never get your head above water. Things start to slip through the cracks, which could end up costing jobs. A marketing agency can pick up the slack, help keep your team on schedule, and at the very least, provide quality content. Sometimes partnering is the only way to get the work done.
Digital Marketing Agencies Aren’t Going Anywhere
No matter how companies may try to bring marketing in-house, there is always going to be room for a modern agency that keeps up with the times. It’s not a question of whether you need an agency—it’s a matter of finding the one that can fill in the gaps for your brand.