Digital Marketing Blog Post

Top Three Digital Trends of 2019

Digital opportunities continue to boom and explode. It was forecasted in 2019 digital ad spending will rise by 17.6% to $333.25 billion. That means for the first time, digital will account for roughly half of the ad market.

Some of the top digital trends on the rise are video marketing, artificial intelligence and chat boxes.

Video Marketing is anticipated to climb and climb. Video has always been an important marketing tactic, but it is changing. By 2020, 85% of all consumer internet traffic will be made up of video. And gone are the days of fancy overproduced videos. Consumers want genuine and good content that is entertaining and informative and put a lower a priority on dazzling special effects and fancy edits of high-end footage. They want it to be real.

There are many video options when reaching your target audience. OTT is the HOT new way to reach the cord cutters of the world. Who is watching TV live anymore? In the world of streaming and binge watching of movies and shows, OTT is where it is at. 71% of internet users also use OTT services and 47% of US wi-fi households own a streaming device.

OTT can be targeted to certain demos and behaviors like Moms and Sports nuts or even isolated to certain areas or neighborhoods with a geo-fence. AdWeek notes, “While watching a program, two out of every three people use a second screen to look up information about a product they saw during that program.” Talk about the power of advertising!

OTT is not the only place video can be consumed. Pre-roll video on YouTube and other publisher websites that allow video is another great way to capture people on their phones, laptops and other devices.

A pre-roll ad is a video advertisement that automatically plays directly before a featured video, on both mobile and desktop. These ads are commonly :15 or :30 seconds in length. It has proven to be a great format for brand awareness, brand engagement, brand favorability, and purchase intent.

Video ads also can be included on Facebook. Facebook touts video posts have increased by 94% with 8 billion views a day and 100 million hours of Facebook videos watched daily.

Mobile Conquesting is one of our most popular products. As consumers spend more of their online time on smartphones and tablets, it’s important to include a mobile strategy in your digital marketing. Mobile Conquesting allows advertisers to use both location-based targeting combined with demographic and behavioral targeting to reach desired consumers on their mobile devices with video ads.

Video is changing and so is digital targeting, by leaps and bounds now with machine learning, AKA Artificial Intelligence (AI). Machine learning gets to the heart of your target consumers based on who is engaging with the ad, and showing your ad to more people like those. Utilizing this tool really helps advertisers get their campaigns in front of the most receptive audience. As digital consumers, we want a more personalized experience and are more likely to purchase if ads are customized to us.

All of this activity will yield in more traction on your website whether it be from OTT, mobile ads or AI targeting to capture that potential lead. This is where Live Chat can play a huge role. When advertisers have placed Live Chat on their website, they have seen a 30% increase in leads. 42% of end users prefer a live chat as a major means of communication.

These live chat conversations are not with Chatbots, but with real humans, trained live agents to be precise. These chats can play a critical role in improving the customer experience and allow marketers to better engage with their website visitors, without really doing a whole lot. They offer real-time assistance to the user, and proactive interaction where they ask questions to understand the real problem and provide lead data to advertisers.

Video, mobile, machine learning and chat agents are a small taste of some of the top digital trends this year. Stay on top of these new trends and work to incorporate them in your next marketing plan before the next wave of trends is upon us. Be relevant.

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!