Marketers and advertisers are in the business of influencing. The hope of each campaign is to convey a message that is so relevant, timely, and/or resonating that it will influence a potential consumer to act. Sometimes, before they even need it. However, a key component to influencing a consumer is in the consumer experience. The advertisement or concept could be brilliant, but if there are multiple road blocks at any point during the consumer journey, the effects are null.
The various ways in which marketers communicate with consumers continues to grow, but with that growth can come confusion and frustration. Several years ago the consumer path to purchase was linear, but with more marketing channels developing each day, competing for their attention and getting a consumer to convert can be more difficult. No two consumer journeys are exactly the same and people are moving through this path on their own terms. The consumer path to purchase is now non-linear with their actions overlapping and repeating until they reach their final purchase decision. Several marketing platforms, channels and trends have impacted this change, including these three:
One of the greatest benefits of the modern age of marketing is the amount of data available. More than ever before, businesses and marketers have a plethora of information available to them about what is moving the needle with consumers and what leads to new sales or conversions. As wonderful as having all this information, one of the biggest challenges I face with businesses when reviewing campaigns is how to best distill all the data into what matters most to them. Sometimes there can be almost too much information available that it is easy to get lost in a sea of data. This can be a problem regardless of the size of your business, which is why I was happy to see a recent article from Google discussing how their marketing team has overcome these issues.
Understanding not only where your marketing dollars are going, but the impact they’re having on your bottom line is perhaps the most important piece of any marketing puzzle. The good news, it’s easier than ever to track these results and your return on investment!
Why this matters…
Understanding if each element of your marketing campaign is doing its job is going to allow for a more cohesive, powerful strategy. Having this type of insight into your campaign will allow for you to make necessary (and otherwise difficult!) decisions like…. transitioning dollars to a more effective tactic, increasing budget where there is an opportunity for additional growth, or supplementing what’s already working with a new marketing vehicle.
Tracking your results…
Today I wanted to talk about a very popular topic over the last year or so, Video. I have been talking a lot about video advertising with my clients, prospects, and colleagues over the last 12-14 months and there is one common topic that comes up, how do we use video to generate leads?
Traditionally video has been used as a solution for branding and awareness advertising. It used to be a 15-second pre-roll video that turned into a 30-second pre-, mid- and post-roll video and the introduction of YouTube’s TrueView solution. Video has blown up over the last year, year and a half. According to Mary Lister on wordstream.com, “YouTube has over a billion users, almost one-third of total internet users.” That is a staggering amount of users for a platform that only deals in one medium, video. Another staggering stat, according to Lister “more than 500 million hours of video are watched on YouTube each day.” Let that sink in. 500 MILLION. That is the equivalent of 57,077.63 years.
With such a large amount of users and an even larger amount of time spent on the YouTube platform, the king of video, it makes sense for just about every vertical to have some sort of content on YouTube. Whether it is short clips of the owner of the business, or the staff wishing the clients or customers Happy Holidays, you need to have some sort of content on YouTube.
As far as utilizing Video advertising as a Lead Generation Solution, here are a few tips.
There is no doubt that the use of voice assistance is on the rise and quickly becoming a part of daily routines. In fact, ComScore says that by 2020, 50% of all searches will be voice searches. This drastic of a change in such a short period of time requires marketers to reconsider how they reach consumers.
What is SEO?
Disclaimer: Some of you might already know what SEO is, so you may want to skip this section, but for you that DO NOT know what SEO is, I suggest you start here.
According to Google’s Consumer Barometer Survey (The Connected Consumer Survey), when someone needs information the first place they look is the internet. This could be for news, information on a product or service that they need or want, and research on about anything imaginable. Heck, I go to the internet for EVERYTHING! In fact, over 74% of people in the U.S. go to the internet daily. That’s over 242,645,260 people each day! So, it makes perfect sense based on how people are engaging with the internet that all businesses need to be online and have a digital marketing strategy. If you don’t have a digital marketing strategy, I assure you that you have been left in the dust. However, you can get yourself up-to-speed fairly quickly, and it’s really not that difficult to dip your toes into the online marketing world. Now, there are some initial steps to making sure you are ready to market yourself online, so check this article out here first. Once you are ready, here are 7 things to consider before you launch a digital campaign.
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.