Precision Targeting at its Best

Have you ever heard the saying that not all impressions are created equal?


This is one of marketing’s greatest dilemmas, impressions are great, but not every impression leads to a sale. While working in the marketing field I’ve realized that the best way to improve the strength of your impressions is by targeting relevant consumers. With over 80 million monthly listeners, Pandora has made a splash in the world of digital marketing, largely in thanks to their impressive targeting skill. 
One of the benefits of marketing online, compared to traditional marketing, is the ability to track your success or ROI. Pandora has successfully taken targeting to a whole new level.

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“Pandora is truly the soundtrack to life. The combination of our personalized listening experience and data-enabled targeting ensures your message is reaching the right audience at the right time.”

Let’s start from the beginning. Users begin their experience with Pandora by creating an account. To create an account with Pandora, each user is asked to enter their email, ZIP code, age, and gender. This collective data allows Pandora to target specific advertisements towards users that are most likely to find the information relevant. The concept of niche advertising is extremely valuable to every marketing professional who is looking to increase brand awareness and gain customers from a specific location, gender, or age group.

“Whether you want to reach fitness-driven moms in Atlanta or mobile Gen Z in Sioux Falls, Pandora’s targeting platform allows us to zero in on your audience. This precision targeting, combined with our massive scale, makes your ad dollars go further. So every impression is a smart impression. The proof is in the data. More of who you want.”

Screen Shot 2016-05-10 at 6.41.23 PMNot only does Pandora have impressive collective data, they also capture the user’s attention. Unlike radio and tv advertisements that can be easily skipped, Pandora users have no choice but to absorb your company’s message. Pandora also only serves one ad at a time, which can only be activated by user interaction. These unique aspects promise the attention of your target audience and ensure that you will only receive quality impressions.

Be sure to stay tuned for your next daily dose of marketing
-Hayley 

Graphics from Pandora Advertising: http://advertising.pandora.com

The Wonderful World of Snapchat

One unique social media platform has recently taken off as a popular marketing option, attracting major corporations such as Victoria Secret, Gatorade, Taco Bell, Pepsi, Coca-Cola, Amazon, and dozens more. In the new world of digital marketing, companies are struggling to find new ways to capture the attention of the millennial generation. With over 100 million users and 37% being ages 18-24, Snapchat is the perfect option for those who are trying to reach a younger audience.

Snapchat specializes in 3V Advertising: Vertical, Visual, Views. This platform is designed for mobile and only provides full screen advertisements, capturing the full attention of every viewer. Snapchat has the ability to target specific audiences, allowing company’s to choose gender, age, location, and if it is placed in the feed of a specific event.

Media Advertising in discover

Discover includes channels from 23 top publishers such as CNN, National Geographic, iHeart Radio, and Cosmopolitan. You can think of this section as a virtual video magazine, where you’re able to explore some of your favorite brands and view their content for free. Media company’s have definitely maximized on this great marketing opportunity to reach the attention of readers they were once unable to. CNN’s Digital General Manager explains why Snapchat is a must have aspect of their marketing department:

“They have a massive audience that’s passionate and engaged, but it’s not one that CNN is reaching on a day-to-day basis.” 

–Andrew Morse, CNN Digital General Manager

This past January CNN offered exclusive Snapchat interviews with Hilary Clinton, Bernie Sanders, and Martin O’Malley on Snapchat Discover: Screen Shot 2016-05-12 at 7.11.36 PM

Event Advertising in live

Live consists of events that are occurring across the world on a live Snapchat feed. These events involve music festivals (Stagecoach and Coachella), sporting events (Superbowl and World Cup), and celebratory events (Emmy’s or movie premieres). This live event update is a great way for marketers to reach their target audience, by placing their ads on a specific event feed. Company’s such as Pepsi, Amazon, and Marriott purchased advertisement placement on the Superbowl’s live Snapchat feed, which cost up to $750,000.

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Logo/Filter Advertising in Snapchat feed

Screen Shot 2016-05-12 at 6.56.32 PMMy personal favorite Snapchat advertising option is through filters. Filters are creative visuals that can be added onto every users Snapchat. They include Geo-filters, which are only available when you’re in a specific location, or generic filters that change the appearance of a users snapchat.

Many of us may view this giant taco face as slightly horrifying, but Taco Bell’s Cinco De Mayo sponsored lens campaign was the biggest marketing success Snapchat has ever seen. Even though this filter was only offered for 24 hours, it received 224 million views and generated over 12.5 years worth of play time from Snapchat users. Not only did this campaign advertise Taco Bell’s iconic taco, but it also included their classic bell and Live Mas’ slogan.

Key Tip:

Screen Shot 2016-05-12 at 7.41.32 PMDid you know that Snapchat’s Geo-filters are FREE and easy to make? If your company has an upcoming event, be sure to submit a filter for your guests to use and gain free event exposure.

The following is a Geo-filter from a Hot Air Balloon Festival in New Mexico.

 

 

 

Be sure to stay tuned for your next daily dose of marketing!
Hayley

Want to learn more about Snapchat as a marketing platform, and Taco Bell’s outstanding Cinco De Mayo Snapchat Campaign? View the following links: Taco Bell’s Campaign and Advertising on Snapchat

An Uproar on Social Media

Instagram started quite an uproar this March with the announcement of their pending algorithm.

“On average people miss about 70 percent of the posts in their Instagram feed, what this is about is making sure that the 30 percent you see is the best 30 percent possible.” – Kevin Systrom, Instagram’s cofounder and chief executive

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This update is designed to no longer place posts in chronological order, but instead by the importance of each individual user. This implies that profiles that you typically ‘like’ or are active on will continue to be at the top of your feed. But the accounts you haven’t shown much love to may just disappear from your news feed all together. Even though this update hasn’t been activated just yet, it could potentially change how businesses use Instagram as a marketing tool.

A similar algorithm was updated to Facebook in 2014, which created a drastic change in the world of social media marketing. This algorithm also received heavy opposition after businesses no longer received organic views.

Facebook’s VP of Advertising Technology responded to this cry of outrage from Facebook’s business community, and explained that this update was necessary for two reasons:

  1. There was simply too much content being updated to Facebook, which made the feed extremely competitive and users often missed a large portion of their feed.
  2. Facebook wants to provide users with the best content, or the information that is most relevant to them.

Sound familiar?

This eventually led to Facebook becoming a paid marketing platform, with business pages generating almost no organic traffic.

Between February 2012 and March 2014, organic reach for the average Facebook page dropped from 16% to 6.5% – Edgerank Checker 
Pages with more than 500,000 likes organic reach could be as low as 2% – Research from Social@Ogilvy

It looks like Instagram may just be following in Facebook’s footsteps, but only time will tell what this new algorithm will bring!

Stay tuned for your next daily dose of marketing!
Hayley Hinger

Creating a Brand Image

This past year I was lucky enough to be a part of the team that successfully rebranded the National Orange Show Fair. After gaining this incredible experience, I wanted to share the steps that I feel are necessary when developing and maintaining a company’s brand image.

Develop a Voice

The first step of creating a brand’s image is developing your company’s voice. This consists of identifying your brand’s beliefs and targeting what makes you special.

Develop a visual
  1. Color scheme  – A graphic designer’s number one advice: keep it simple. In order to start developing a recognizable brand, pick 2 to 3 colors that you feel represent your brand’s image.
  2. Create a logo – One of the most recognizable aspects of your brand will be your logo, so choose carefully. Your business can either have this professionally made, or you can purchase a pre-made logo that is easily customizable off of The Creative Market.
  3. Fonts – A great way to define your brand is to choose 2-3 fonts, that you continuously use. Font Pair is a wonderful tool to help you decide which fonts look best together.
  4. Website – There are multiple options when developing your dream website, I recommend starting with WordPress. For business’s on a budget, WordPress offers free pre-built themes that are easily customizable to each business’s needs. Don’t forget to focus on your key colors, fonts, and logo design when developing your website.
Develop consistency  

The key is consistency. In order to create a recognizable brand, you must consistently use your brand voice and visual in order to develop an overall identity. This identity should be used across every social media platform, as well as traditional advertising.

One company that has successfully accomplished creating a recognizable brand image is Target. With digital and traditional advertisements filled with fun colors and designs, and the statement “Where products come to play”, Target’s new brand image will be a hard one to forget.

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Be sure to stay tuned for your next daily dose of marketing!
Hayley

Leaving a Personalized Impression

Screen Shot 2016-05-15 at 9.32.30 PMTop Five favorite plugins that will help personalize your WordPress Blog:

1. siMPLE SOCIAL ICONS

One of the quickest and easiest ways to connect with a customer is through social media. Not only do these convenient buttons help your blog to gain organic traction, they are also an aspect of your blog that can be customized. Unique colors and shapes can help you to define your business’s brand image down to the very last detail.

2. Mail Poet News Letter

After reading my last blog post, you now know how much I value email marketing. There are multiple options for email plugins, my favorite being mailpoet, which allows for customers to subscribe to both your business and your blog. This plugin is essential and is great for both customer retention and easy access to your customers outside of your website.

3. Alpine Photo Tile for Instagram

This plugin allows viewers to get an inside look into your business. One unfortunate side to digital marketing is the absence of a personal connection, luckily social media helps to fill this void. By allowing customers to see your business and your day to day activities, you develop a connection and relationship that they are more likely to purchase from.

4.  Jetpacks related post

By the time a reader finishes your first blog post you’ve already accomplished the hardest step, capturing your reader’s attention. Placing a ‘related post’ option at the bottom of your blogs allows customers to easily navigate through your website, and potentially find another blog that may benefit them.

5.  Simple Author Box

The last plugin that helps to create a personalized feel to your blog is adding an author box. Readers love putting a face to a name, especially if its a blog that they plan on returning to. By providing viewers with insight into your life you become more approachable and more enticing to purchase from.

Stay tuned for your next daily dose of marketing!
Hayley

So Long Golden Triangle

“People are searching smarter, and faster —search engines are adapting to that and businesses need to also. Google is building a smarter search engine and working on anticipating what it is that searchers are actually looking for.”

 – Ian Everdell, UX and Research Manager, Mediative


Today in the Marketing Hot-Spot is Nicole Matuga, Senior Manager in Digital Marketing at Experian. Nicole was kind enough to visit my Digital Marketing course several weeks ago to speak about a shocking change within the world of marketing.

Nicole began her presentation by sharing a stunning statistic:

The average person looks at their phone 150
times a day.

This statistic implies that we no longer go on the web, we live on it. It also leads to an even more astonishing revelation.

Those of us within the world of marketing are very familiar with the idea of the Golden Triangle. The Golden Triangle refers to the pattern that our eyes scan while viewing a search engine page, which has been measured by tracking eye movement with the use of heat mapping. These measurements regularly show that we concentrate at the top left hand corner, and scan down in the shape of an F. For years this classic Golden Triangle has decided which listings had the best odds of being viewed.

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But what if the concept of the Golden Triangle no longer exists?

A study done by Mediated demonstrates that this key marketing concept is no longer relevant.
As of 2014, viewers no longer scan in the shape of a triangle, but instead they quickly scan vertically down the page, which is largely due to user adaption. These adaptations include, users looking elsewhere for the top organic searches that are no longer always at the top of a page due to Google’s constant search engine updates, as well as mobile users are now conditioned to search in a vertical motion and not horizontally.

What does this mean to you?
  • The concept of SEM is consistently changing with Google’s updates, your business’s tactics should be evolving too.
  • With viewers scanning search engine pages twice as fast, keywords, meta descriptions, content, ratings, and reviews are all important strategies to increase your business site’s traffic.
  • Paid search is one of the fastest ways to increase traffic to your website – don’t over look the power of Google AdWords. 

Thanks so much to Nicole Matuga for taking the time to speak with us, and share her insights.

Stay tuned for your next dose of daily marketing!
– Hayley

Interested in learning more? Receive Mediative’s whole study here: http://www.mediative.com/whitepaper-the-evolution-of-googles-search-results-pages-effects-on-user-behaviour/

Experiencing Inefficient Search Engine Optimization (SEO)?

In the rapidly evolving world of technology, business owners often make three common mistakes while managing their websites – which may just lead to the death of a business’s SEO.

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#1 Your site isn’t optimized for mobile

Did you know that more Google searches are being done on mobile platforms, instead of computers? Not only are you missing out on potential customers by not having a mobile-friendly website, but as of May 1, 2016, Google announced that they will penalize sites who aren’t mobile friendly by granting higher SEO rankings to those who are. Marketing enthusiasts are referring to this game-changing advantage as ‘Mobilegeddon’.

Its simple. Mobile marketing is the future, and your business may just be arriving late to the party.

Escape ‘Mobilegeddon’ by taking advantage of Google’s mobile-friendly test! https://www.google.com/webmasters/tools/mobile-friendly/

#2 Your site is filled with stuffy keywords

One of the most important aspects needed to achieve good SEO is the use of quality keywords and phrases. Many content developers believe achieving great SEO can be accomplished by placing irrelevant keywords throughout their website. Not only are search engines like Google too intelligent to fall for this trick, but stuffy keywords also create a bad experience for your customer. Viewers want easy to read relevant content and are unlikely to stay if your content doesn’t initially capture their attention. One common marketing tactic is to write for the average 10-year-old, instead of losing your audience in a sea of useless vocabulary.

https://readability-score.com will test the readability of your content using the Flesch Reading Scale.

#3 You aren’t taking advantage of blogging

The lack of a blog is one of the most common mistakes made by both marketing professionals and businesses. Marketers often don’t realize that they have to earn a search engines trust, which can be developed by frequent updates of useful and relevant content to your website.  Not only does this trust help the success of your ranking, but with new content posted to your blog each month, search engines have the ability to pick up new keywords.

I hope that these three key tips help to maximize your websites SEO!

Be sure to stay tuned for your next dose of marketing!
– Hayley
Mobilegeddon – coming to search engines near you, may 2016.
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Optimizing Facebook


DID YOU KNOW THAT FACEBOOK GENERATES MORE ADVERTISING REVENUE THAN ANY OTHER SOCIAL MEDIA PLATFORM? 

With socially devoted brands receiving 3.5x more user interaction than non-devoted brands, you may want to consider running a paid advertising campaign on Facebook. Here are several key tips to help any individual become a social media savvy marketer:

DECIDE YOUR CAMPAIGN OBJECTIVE

Before creating your campaign on Facebook Ad Manager, decide your company’s main objective. Facebook offers a variety of opportunities to receive great ROI from your advertisements: including campaigns that focus on generating event response, local awareness, offer claims, app engagement, clicks to website, website conversions, or page likes.

DEVELOP YOUR TARGET AUDIENCE

One of the biggest advantages of advertising through Facebook is their targeting ability. Businesses have the option to develop their desired audience, based on zip code, gender, and even specific interests. Campaign monitors can also create a narrow audience in order to generate more qualified leads.

OPTIMIZE YOUR CAMPAIGN

Don’t put all of your eggs in one basket. If your budget allows it, take advantage of creating multiple campaigns with different target audiences. By using A/B Testing, businesses can learn more about which ad’s develop the maximum response from your audience.

Since photos account for 93% of user activity on Facebook, be sure to try different visuals in each campaign to see which your audience responds to best.

TRACK!

Don’t forget the key component to every marketing campaign, evaluating your success. Facebook offers analytics to easily assess each ad through both their campaign monitor and Facebook Insights.

“DON’T FLY BLIND. TAKE ADVANTAGE OF ALL THE ANALYTIC INSIGHTS SUCH PROGRAMS CAN OFFER YOU” – PROFESSOR ATKINS
BE SURE TO STAY TUNED FOR YOUR NEXT DAILY DOSE OF MARKETING
HAYLEY

Statistics from http://www.jeffbullas.com/2015/05/09/23-extraordinary-facebook-advertising-facts/

You’ve got mail!

For some time, there has been a heavy debate on if email marketing is still relevant. The truth is that email is alive and well, and has conversion rates 3x higher than any other social media platform.

Here are several reasons why you should rethink your email marketing strategy:

Email Marketing is Easy to Use

Screen Shot 2016-05-14 at 10.46.11 AMWith dozens of websites that offer a variety of templates, for free or for a small fee, any business can create their own email campaign. Email marketing is also one of the most trackable social media options, allowing marketers to see how their audience engages with every email and analyze which call to action receives the best response.

My personal favorite email marketing campaign developer is CampaignMonitor. CampaignMonitor allows businesses to create beautiful templates and easily track the success of an email campaign. Their site also offers a blog with updates and key tips on how to perfect your email marketing campaign.

Email is the top source of analytics data for marketers, with 41% using their email marketing performance data.

Its great if you’re on a budget

One of the biggest benefits to email marketing is the platforms affordability. A large portion of an email campaign can be achieved organically, by adding a subscription option to your business’s website. Some businesses also offer additional incentives, such as offering coupons and freebees in order to entice readers into subscribing to their newsletter. With easy customization, Email is also one of the quickest ways to create brand awareness and continuously offers the best return on investment.

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For every $1 spent on email marketing, the average return is $44.25.

Increases audience engagement

Email is also one of the best ways to get customers engaged, with social sharing buttons seeing a 158% increase in click through rates when added to email. This increased engagement helps to educate customers on your product, develop conversions through sales, and eventually leads to retention or an additional purchase.

 89% of marketers say that email is their primary channel for lead generation. 

I hope these statistics provided by Capterra shed some light on how email marketing can improve your business.

stay tuned for your next daily dose of marketing
Hayley

Pinterest meets Marketing

Pinterest is an (addicting) social media platform where both men and women can spend hours designing their dream home, wedding, wardrobe, and collect delicious food and drink recipes. But just like every other social media platform, Pinterest offers great opportunities for marketing your own business.

why does your business need to be on pinterest?

  1. Pinterest users, or Pinners, enjoy spending their money. With 79% of users being female, and 86% receiving at least a college degree, Pinners have quite the budget and aren’t afraid of using it.
88% of pinners purchased a product they pinned, while 49% purchased five or more products they pinned.

2. Pinterest is a great  place to promote your business and develop a brand image. With every pin containing a link that directs users back to your website or blog, Pinterest maximizes your traffic and helps to create that final sale. Every pin also has the opportunity to go viral, with over 70 million users and 80% of pins being repinned.

Pinterest grabs around 41% of ecommerce traffic compared to other social media sites

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Key Tip: 

Although Pinterest is a great option to increase organic engagement and traffic to your website, the platform also offers the ability to target a specific audience with Promoted Pins. Promoted Pins are offered to every business, with the focus of increasing your pins visibility to your preferred target audience. This is achieved by placing pins in front of users based on their interest and activity, as well as including key words to your Promoted Pins to increase search capabilities.

There are 3 goals and objectives that you can focus your campaign on:

  1. Engagement: This objective increases the amount of engagement your pins receive, such as views, clicks, and repins. In this campaign you pay per action.
  2. Traffic: This objective focuses on generating traffic to your website, which is paid for per site click.
  3.  Awareness: The awareness objective is currently only offered to Fortune 500 companies, and exposes your brand to a relevant audience.
Stay tuned for your next daily dose of marketing!
Hayley

Quotes from Pinterest Facts