Digital Marketing Blog: Week of 4/29/18

Directional Digital Marketing

The article I found deals with the direction digital marketing goes and how the consumers will decide that direction.

It starts when two professionals in Australia talk about how marketing change in technology is only just beginning, and AI and privacy challenges around data will play a big role in that future.

The two experts spend most of the article sharing their thoughts on how AI and Privacy Challenges will impact the future of digital marketing. Both agreed that both factors and improving and that marketers in Australia are becoming more and more skilled at these techniques. And apparently, Oracle is going to become a big go-to company in this field.
Overall, I think it’s worth the read and it is nice to look at what marketers in countries overseas are doing to change the game so we can learn from their successes.

Link to Article: https://www.cmo.com.au/article/636065/society-will-decide-where-digital-marketing-takes-us-next-oracle/

Experiential Marketing Blog: Week of 4/29/18

What to Avoid in Your Next Experiential Marketing Campaign

Experiential marketing is more popular than ever before with many different brands. The question is though, is it working? With the vast use of data, experiential marketers are able to adjust their efforts on a whole new level and convey the most memorable consumer experience. However, there still comes some difficulties in the process.

Some issues with data-driven decisions are the lack of understanding the consumer experience, deficiency of holistic thinking, absence of opportunities, not leveraging social media properly, skipping investments, and failing to track ROI. When it comes to the lack of understanding the consumers experience, this is huge. The consumers are what gives the company its life and growth. The consumers are expecting such events to be tailored to them. If a consumer has a good experience, they are more likely to spend a greater amount in the future than those who have poor experiences. When companies lack holistic thinking, this means they are not thinking about the big-scale of the situation. Instead of looking at each experience as a one-off event, companies should leverage the skills, technology and integration before, during, and after their event. Next, when a company is absent in the opportunities for audience engagement, this can be particularly detrimental. Audience engagement should be the main support of the event. This creates doe the most significant and memorable experience for consumers. Social media is also a huge influence. It’s a quick, easy and interactive way to get the information out to the world. Not only can the company be posting on social media but the consumers may be posting about the event, sharing the event or commenting on the event, and there are so many different platforms for them to do so. Another thing that should not be looked over is the investment in software. Being digital has enables marketers to track, measure, and optimize experiences. Companies can use software to capture leads and scale their efforts in the most effective and efficient way possible. Lastly, failing to track ROI can lead to even larger fails. ROI is essential in defining value of the event. Depending on your goal, this could be looking at the total attendance, social reach, leads, and post-event sales.

As you can, see there are quite a few different things to be aware of when wanting to create the best experience for your customers possible but it’s not impossible.

https://www.marketingprofs.com/chirp/2018/33425/six-pitfalls-to-avoid-in-your-next-experiential-marketing-campaign-infographic

Digital Marketing Blog: Week of 4/22/18

US Social Users Head to YouTube, Facebook to Watch Videos

The two platforms are the most popular among consumers

Even with all the new social media platforms we have today to watch videos, YouTube and Facebook still substantially lead the pack against their competitors. New research from artificial intelligence-powered video creation service Wibbitz provides some insight into which social media platforms video advertisers should be targeting. It comes with no surprise that a survey of US internet users found that YouTube/Vimeo account for nearly three quarters of video content watched by consumers. Facebook was close behind with about 60% while Instagram trying to catch up with one-quarter of respondents turning to them for video content.

Research from Wyzowl found that YouTube and Facebook are the two most effective video platforms for marketing. So, no surprise that they are the dominant leaders in Wibbitz’s recent survey. Also indicated from Wibbitz research, only 10% of respondents engaged with most of the videos they viewed on social media. While more than half said they would engage with videos that they felt were relevant.

The top three types of content US internet users preferred to watch are:

1.         Entertainment (56.5%)

2.         News Stories (48.4%)

3.         Educational and informational (47.6%)

It is not surprising to me that some social media platforms, such as Snapchat, are focusing more on news stories and informational videos. As they are right behind Instagram in the Wibbitz survey with 19.3% of users turning to the white ghost for video content that they enjoy most.

https://www.emarketer.com/content/us-social-users-head-to-youtube-facebook-to-watch-videos

Experiential Marketing Blog: Week of 4/15/18

Marketing Techniques to Target Millennials

This article focused on adapting marketing techniques to targeting millennials. In today’s modern age of technology, there’s really no limits for reaching people and targeting their interests. However, due to the interests and demands of millennials, creating marketing campaigns targeted specifically to them is increasingly difficult. They have so many wants and needs that previous generations never had, as well as the technological advantage. Since millennials are so tech-savvy, it’s important to adapt and create digital content. So, many companies are now resorting to digital applications, as well as things like Snapchat filters and online advertising, in an effort to further market their services. One thing millennials are really interested in nowadays are experiences. They would rather spend money on an event or experience instead of a tangible item. Thus, it’s pivotal to transfer tangible items into experiences for customers, therefore creating a more engaging appeal for millennials. Next, millennials want things to be authentic. Millennials want things to be genuine as well as honest. They’re looking for that when attracting to different things such as social media accounts, and even events. Lastly, millennials love free things. If you can market a brand by handing out free promotional items at a place of public gathering, or even having some sort of social media giveaway, odds are you can attract new consumers and successfully target millennials. All in all, there are many ways to target millennials, especially in the age of social media. However, taking advantages of tricks such as these can make your campaigns that much better.

 

https://www.forbes.com/sites/forbesagencycouncil/2017/06/20/reaching-the-unreachable-how-experiential-marketing-targets-brand-savvy-millennials/#296e107e3add

Digital Marketing Blog: Week of 4/15/18

A Digital Marketing Survival Guide For Small Businesses

Many times, small business tend to get overwhelmed with projects and forgot about one of the most important aspects, marketing. With limited time and energy that is available for small business, it is important that they focus their efforts towards a marketing strategy that will make the biggest impact using the least amount of effort. Forbes list the following valuable techniques that would be useful for a small business.

Mobile Strategy: With phones becoming the go to device to research on the go, it is extremely important to make sure your website’s design is functional on mobile devices. Geotargeting also helps bring ads to mobile devices that are in specific geographic areas.

Search Engine Optimization (SEO): Helps a company stay relevant online by using high quality marketing information to help rank your company well. It is important to rank well because most potential customers will only look at the first page of the Google Search results.

Video Content: By creating engaging videos on main social media platforms a business can catch the potential customers attention by building brand awareness.

Influencer Marketing: This marketing strategy is on the rise for 2018. Influencer Marketing includes platform insight, which is taking away the idea that a marketer needs to be everywhere, but instead revaluating the places your content does well in and focusing your efforts there. By researching certain times your content does well you can make sure you are reaching your target audience during the right time. Making a calendar to visually see upcoming content strategy helps you to better understand and build your brand.

Overall, to make sure your marketing efforts are effective, using Google Analytics is an easy way to measure key metrics to double check your marketing is working.

https://www.forbes.com/sites/forbesagencycouncil/2018/03/28/a-digital-marketing-survival-guide-for-small-businesses/#dbb80eb48bf7

Sports Marketing Blog: Week of 4/15/18

Three Ways Sports Marketers Can Maximize ROI In 2018

Today, the sports industry is worth between $500 and $600 billion worldwide. Popular trends in sports to watch for include the rise in women sports participants and fans, increasing use of smart stadiums and fan engagement. These trends have one thing in common, focusing on the fans. Mihail Romanovsky gives sports marketing three tips on how to approach these trends and how to improve the return on investment (ROI) for there marketing efforts this year.

First tip, Monetize your video on demand content. This has shown to have major success around the sports world. Fans get a closer look on their favorite teams/players during on field training, locker room and in the moment when the game is won or lose. Most importantly, the cost to produce this video content falls close to zero. Mihail also suggests that to maximize the ROI of video on demand, businesses should launch their own OTT platforms. This won’t limit social media content to just one platform. It gives sports marketing the power of monetization models, depending on the audience, event and environment. The importance of video on demand is it gives the fans to have access to real-time footage in the moment, giving you an advantage against competitors.

Next, use your data for e-commerce targeting. The sports industry is different then any other brand because customers consider themselves as fans, members, part of the team. This creates loyalty with the sports team for possibly their whole life. Because of this, marketing managers don’t need to spend to much time and money on promoting merchandise, rather focus on increasing conversions by targeting customers who have offered data in exchange for targeted content. With the quantity of data we have today, it would be foolish not to take advantage and maximize your brand.

Lastly, use audience surveys to sharpen personalization. Getting customer feedback without offering incentives seems to be non-existent. Many businesses struggle with this issue; however, sports fans aren’t like most customers. They often have strong opinions from player acquisitions to the quality of food at the park. People love to know that their voices are heard, by giving fans the opportunity to do that with incentivized surveys, useful data will be delivered. This data can be used to increase season ticket subscription, e-commerce and at-site purchases and more.

Mihail believes that personalization, handling data and offering fans new, valuable ways to experience their favorite players and moments will be crucial ways for sports marketers to improve ROI in 2018.

 

https://www.forbes.com/sites/forbescommunicationscouncil/2018/01/22/three-ways-sports-marketers-can-maximize-roi-in-2018/2/#648ba6ee4039

Digital Marketing Blog: Week of 4/8/18

Digital Marketing Trends to Watch

With digital marketing becoming as big as it is in today’s business world, it is important for business professionals to keep up with the current and future trends. Here are 3 trends to watch for this coming year and why you should know them.

 

‘Mobilfication’

This may seem like the obvious (and smartest) decision to do for your business in today age, but for some reason, businesses are not adapting to mobile. CEO at No Joke Marketing, Michael Tasner, states that the first step to ‘mobilfication’ is to make a mobile website for your company then go from there. The world we live in lives on their phone, so why not start enhancing your company by making it mobile friendly?

 

Reviews

Tasner continued on by saying that “Organic traffic from SEO continues to be one of the best sources of web traffic for many businesses”. Good reviews are essential for a company because one bad review can determine your success. Research shows that half of people under 50 check reviews before purchasing a new item, so it’s important that you keep up with your search engine rankings.

 

Video Marketing

Video marketing goes hand in hand with the idea of ‘mobilfication’. While utilizing mobile, start implementing different social media platforms into your business plan. More and more we are starting to see live videos or videos on the front page of websites, and it pays off. Studies have found that videos on “landing pages” help increase conversions by 80%.

 

https://www.forbes.com/sites/forbesagencycouncil/2018/01/30/six-digital-marketing-trends-to-watch-in-2018/2/#41d9b02a6393

 

Sports Marketing Blog: Week of 4/8/18

Dick’s Sporting Goods CEO called out Under Armour’s Worst Mistake

Recently, on March 13th, Dick’s Sporting Goods specifically called out Under Armour as a brand with “significant weakness.” Recently Under Armour has started selling its products at more retailers. Dick’s CEO Ed Stack said he thinks Under Armour will “come back.” Dick’s Sporting Goods specifically called out Under Armour because the retailer saw growth in brands such as Adidas and Patagonia but not no growth in their stores from Under Armour. Under Armour’s sales have not been on the rise because of the company’s expanded distribution of its products. Stack said, “The broader distribution… definitely had an impact and I think it’s going to continue to have an impact until segmentation is done.” Other than the impact of Under Armour’s segmentation, Dick’s is pleased with their 2017 sales. Stack also said that there is potential for the store in 2018 with brands such as Adidas and Nike but not Under Armour. Although Dick’s Sporting Goods is one of Under Armour’s biggest partners, Stack said that Dick’s will be using more of its store space for other brands. However, Stack does believe that Under Armour will “come back,” because the Under Armour CEO is working on their segmentation issues.

 

http://www.businessinsider.com/under-armour-blamed-for-dicks-sporting-goods-results-2018-3