Organic Blog Post

Why Your Marketing Plan Should Include More Than Just PPC

PPC, Pay Per Click, Google AdWords and now Google Ads are all different names for paid text ads on google search returns. They generally appear at the top of your search reruns or at the bottom and in some instances in the first position in the “snack pack” returns (the listing under the map image).

They can be an important part of a business marketing strategy, but just because people understand what PPC is, does not mean this should be the ONLY digital strategy you should include.

PPC can deliver a message to an audience looking for something in particular that they type in, but what about that other set of the universe, that has not searched yet? Or what created the need for the search to begin with?

Studies have shown that 94% of users skip search ads and head straight to organic results. And this is just the people that are being targeted by search, but in the world of the internet, there is so much more to digital than just search. As digital consumers, we consume and use online tools in many ways. We use mobile apps, buy items online, find out news, research, order items for store pickup, listen to music, watch how-to videos, check Facebook feeds, text, buy and trade stocks, online bank and so much more.

So, yes Google is a great tool, but it is not the only way to reach people online. As a matter of fact, PPC does not create demand it merely captures it. So as marketers we must also create the need, the want and desire. Investing in one strategy is never going to solve all your marketing goals and challenges.

How do we create the demand and what tools can we use?

It starts with your sales funnel and understanding what strategy aligns well with your goals. As consumers we are in and out of various stages of the buying cycle. And each level plays a role in buying decisions.

In building a brand, you need awareness.  70% of consumers will click on a business that they know. Some digital tactics that work well in building brands are OTT, video pre-roll, Native & Display by targeting online behaviors. Ask us about these solutions and how they can help your business!

Traditional and Digital Blog Post

Why Do Digital and Traditional Media Work Well Together?

You have heard the phrase, opposites attract. Well the same holds true for your media mix. Traditional media like radio and television work hand in hand with digital. Digital marketing can include tactics like SEO, online display or native and social media across all online devices.

First, it is important to understand your audience and to realize there are many ways to reach them. Traditional marketing like radio and TV can be great for brand awareness as well as reach and frequency. Some may categorize traditional media as a more passive marketing approach, while digital is more active and can be extremely targeted. The combination of these strategies can really complement each other and work together to solve your marketing goals.

Consumers sit at various levels of a sales funnel and a great media mix can help close the loop on conversions and sales. Traditional media efforts can create the awareness of a need and digital can convert the need or want into action.

We also live in a busy and connected world. And consumers stay very connected in multiple ways. In 2016, it was reported that the average household has more than 7 connected devices. And it is forecasted that by 2021, there will be 13 networked or connected devices per person.

And the ability for consumers to adapt and receive messages from multiple places has almost become commonplace. One can be surfing the internet on his or her laptop, checking out a Facebook newsfeed on their phone, with the TV on a program and have Alexa streaming audio all at the same time.

According to a custom survey of Nielsen’s Media Enthusiast Community, 45% of respondents watch TV while using digital devices very often or always.

Digital devices are often used in tandem with TV and audio to augment users’ overall experience. 71% of respondents said they have looked up information related to the TV content they were viewing, while 51% did the same for audio. There are also e-commerce opportunities as 35% of TV viewers and 25% of audio listeners have shopped for the products and services advertised on the main platform.

In that busy and connected world, comes a flood of activity and advertisements. So the importance of being relevant and targeted and where consumers are is a necessity.  The best way to reach prospective customers is to target them wherever they are – on any device!