It’s no surprise that media consumption of the modern American has been changing for quite some time. Even Television, one of the last remaining holdouts from the shifting tides of traditional media, has been affected over the past decade. More than half of adults 18-49 in the US are either light viewers of TV or do not subscribe to a traditional TV service at all . But an audience shift like this doesn’t necessarily mean that TV content is going away anytime soon. The access of the internet has blown open the doors of not only where people get their entertainment, but also the kind of content they are consuming.
I am fortunate to work for a local media organization that produces fantastic content on a daily basis. For a fifth straight year, The Columbus Dispatch (and our website, www.dispatch.com), was named the best large newspaper in Ohio by the Ohio Associated Press Media. For the second year, Columbus Monthly was nominated for the General Excellence Award by the City and Regional Magazine Association. There are countless more awards and points of recognition for our 10+ publications.
It is no surprise that mobile activity continues to climb and account for more time spent online than any other device. In fact, 40% of people say that they prefer to complete their entire shopping journey on mobile. However, businesses are still seeing more conversions taking place on desktops than they do on mobile. Why is this? Not because of the smaller size screen as you may think. It is because the experience is not great for the consumer.
Finding the right candidate can feel like searching for a needle in the haystack if you aren’t sure of what you’re looking for. For this reason, recruiters have to know what it is they’re looking for in order to supply the best candidates for open roll. Not sure where to start? Let’s take a look at how recruiters can knock it out of the park each and every time.
There has been a lot of buzz about the pending changes to the Facebook News Feed that were announced last week by Mark Zuckerberg. This post will address what those changes are, why they are being made, and what it means for your business.
For several years, the amount of time people spend consuming video content online has increased significantly. This trend is not changing in 2018 as viewers now watch more video content online than on traditional television. The growing platform of online video continues to create an immense opportunity for advertisers.
According to Google, 50% of internet users looked for online video related to a product or service before they visited a store, whether in person or online. Video is impactful and drives emotion and trust behind decision-making. Arguably, a strong marketing plan for any business must include an ongoing video advertising strategy.
When meeting with my clients, most understand the benefit and need of producing strong video content, but the questions I hear most common are, “Which online video platforms should I advertise on?” and “What are the benefits of each?” In this post, I’ll help make sense of three platforms that have a large and engaged audience, but that can be leveraged to impact a business’s advertising success and increase ROI.
1. Email is Permission-Based
Unlike with social media and PPC marketing where you’re displaying your ad to broad sections of your target audience in hopes that they click, email marketing is permission based. Whether they opt into a newsletter or sign up for some promo codes, your consumers are willingly giving you their email as a way to say “Hey, I’d like some more information”. A study done by Marketing Sherpa found that 91% of consumers like to receive promotional emails from brands they support (Source: Marketing Sherpa).
2. People Love to Stay Informed
From the time the alarm goes off in the morning till the sun goes down, people are attached to platforms and services that provide them with the information they deem valuable.
While social media handles the entertainment and current events side of things, email is reserved for more important, time-sensitive information like special offers and dreaded bills. In fact, the average person checks their personal email 3 times per day!
As President of Inside Talent, Inc., a Minnesota-based search firm that provides a new kind of corporate recruiting and hires local and national talent in the manufacturing, engineering, medical device, sales and management, marketing and human resources industries, Lori Freeman is well-versed in how to use job postings correctly as a tool to find talent.
She has seen the good, bad and ugly of job postings and their results and below she discusses six crucial things every job posting should include:
Recently I read an article on one of my favorite industry sites or apps, Marketing Land, titled Measuring How Offline Marketing Drives Web Traffic: The Fundamentals, and I was reminded of all the things I can do to help my clients’ marketing efforts in general, not just the digital portion.
As I’ve met with clients in and around Ohio over the last several years one question always seems to come up no matter the industry or customer, “How do I know if this is working?” Over the last several years we have seen a seismic shift in advertising dollars from traditional print, radio and television into more easily trackable digital products. With an online display campaign let’s say, we can tell you how many people saw the ad, how many clicked on it, how many saw the ad didn’t click on it but visited your site at a later date and thanks to Google Analytics we can tell you what your visitors did on the site once they got there. Rightfully so, there is a huge premium placed on tracking the results of our marketing spend.
Unfortunately the days of just asking “How did you hear about us?” are long gone. A consumer may see your billboard, display ad, receive your email, visit your site and three weeks later click on your paid ad on Google. When you ask that potential customer “How did you hear about us?” they will either say “I saw you on Google,” or “someone referred me.” They almost never tell you the ten times they saw your message before they went to Google.
As a Digital Specialist, I am a firm believer that digital is the way to go because of its’ track-ability and audience. We keep learning more and more about how consumers are using the internet, and where they are going to use it. There is no reason we can’t do some of the same with a traditional medium. Below I’ve listed 3 ways you can track the effectiveness of your offline marketing tactics.
Whether you’re using your landing page to make direct sales or gather emails from leads, it is one of the most crucial steps in the conversion process. After all the outreach and advertising, it comes down to this final act. Will your prospects turn into customers? They will if your offer is solid and your landing page is optimized for conversion.
Landing Page Optimization Tips
As with other steps in the process, you want to ensure that your landing page is compelling visitors to take whatever action you want them to take. Here are a few ideas on how to increase your conversion rates.