During the past few decades, there have been a lot of changes in the world of marketing. What used to be a field that was dominated by TV commercials and radio spots is now controlled by the digital world. The reality is that the vast majority of people are going to use the internet when they are looking for products and services. They will visit a search engine, enter a query, and see what comes up. Therefore, it is important for companies that want to survive in the modern era to make sure they take advantage of the internet. Of course, one of the cornerstones of the internet, as well as digital marketing, is social media.
Social media originally started as a platform for family members and friends to keep in touch with each other. Now, this is a platform that is used in the business world as well. Because there are billions of people who now use social media on a daily basis, this provides businesses with an opportunity to connect with an almost unlimited number of people in the blink of an eye. With numerous platforms available, it is important for businesses to take a look at the platforms they can use to reach their target market. This is where working with trained professionals in the world of digital marketing can be helpful.
It is critical for companies to work with specialists, such as the team from GR0, when it comes to running an effective social media marketing strategy. It is clear from reading GR0 reviews that the results speak for themselves. There are lots of social media platforms available and it is impossible for businesses to have an effective platform on every platform. Furthermore, this would be an ineffective use of their resources. Any company that tries to target everyone will simultaneously target nobody.
This is what sets GR0 apart. GR0 is able to blend innovative ideas with proven strategies that help companies figure out what their ideal target market is. Then, GR0 can compare this target market to the individual demographics of every social media platform, allowing businesses to figure out how they can maximize the return on their social media investment. With so many people using social media, it is possible for companies to use this platform to announce deals, share information about new products, and communicate directly with their customers. In addition, businesses can use social media to solicit feedback from their customers to figure out how they can best meet their rising expectations. With the help of trained professionals, businesses can make sure they get sustained results out of their social media marketing.
The reality is that social media is only going to become more important as the years continue to go by. With …read more
Source:: Social Media Explorer
Today, it is difficult to talk about marketing without mentioning digital marketing. In the past, the vast majority of companies would rely on TV commercials, radio ads, and billboards to communicate information about their products and services. Even though these platforms still have a role, the vast majority of people are going to turn to the internet for assistance. Therefore, it is critical for every company to make sure they have a strong presence on the internet. This includes social media.
Digital marketing includes all forms of marketing that take place on the internet. For example, this includes pay-per-click campaigns, search engine optimization, and content marketing. One of the most important parts of digital marketing is social media marketing.
Social media was originally designed to help family members and friends stay in touch with each other. Now, social media is an important part of marketing for countless companies all over the world. Because it is free to create a profile on the vast majority of social media platforms, this is one of the most cost-effective forms of digital marketing. Now, there are billions of people who use social media on a regular basis. At the same time, how can companies decide which platforms they should use to reach their target market?
Now, there are numerous social media platforms available. Therefore, it is important for companies to do target market research and figure out who their optimal customer is. Then, they can decide which platforms they want to use to reach their target market. Some of the biggest examples include:
These are just a few of the many social media platforms available. It is helpful to partner with specialists in the world is social media marketing, such as GR0, for help. When looking at GR0 Glassdoor, it is clear that they have a tremendous amount of experience when it comes to social media marketing.
Source:: Social Media Explorer
By Seb Joseph
In looking to recapture former glories, the company that licenses the Nokia brand has turned to its past and it’s taking more control over how its ads are bought several years after Nokia did the same for how they were created.
This is one in-housing instance that doesn’t signal bad news for agencies though. In fact, HMD Global, the company that has the license to make and sell Nokia-branded handsets, is relying on them more than ever
See Control v. Exposed. The agency is working more like a management consulting firm with Nokia than a de facto media player. Indeed, the media lead for marketing Nokia phones is actually a Control v. Exposed exec who is temporarily based at the smartphone phone manufacturer to shepherd the day-to-day development of its media strategy.
“Nokia wants to get down to the nuts and bolts of what is generating business and where they should put their bets,” said Paul Frampton, president of Control v. Exposed.
Since Control v. Exposed’s appointment over the summer, Nokia handset marketers have been moving toward a hybrid agency model whereby work is split between its own marketers and Control v. Exposed. This way the marketers get the best of both worlds: control aspects of media buying they deem most valuable such as the contacts with technology vendors like demand-side platforms and the subsequent data they generate — while retaining media specialists they can call on as a variable cost.
In a nutshell, Nokia wants a media strategy that not only works its media dollars harder, but also optimizes its data, especially given its plans to sell handsets directly to consumers.
Unlike its rivals, Nokia can’t dominate TV schedules and online auctions with reams of cash. It’s a far cry from the halcyon days of the Nokia brand when big budget PR stunts and product placements in Hollywood blockbusters were par for the course. Nokia’s brand doesn’t have that cache anymore so its marketers have to react and adapt faster to opportunities as they arise.
One area of particular focus is data. Nokia-branded handsets are not only a source of anonymized customer data, or first-party data, for targeting and measurement, they’re also a source of telemetry data on how the phone is being used. Eventually, this data would be combined with third-party data, albeit through different tech stack, said Frampton. While third-party data is becoming less valuable in online advertising, it still has its uses, which primarily revolve around reaching new audiences. That’s crucial to a business like Nokia that’s trying to carve out space for itself in an already congested mobile phone market.
Alongside markets like Germany, the U.S., and the U.K., where the Nokia brand has a strong legacy, HMD Global has its sights set on Indonesia, India, and South Africa where smartphones aren’t as ubiquitous. Rather than compete directly with the likes of Apple and Samsung, Nokia is targeting those markets where they aren’t as dominant.
“There’s an opportunity for the Nokia brand in markets where people are switching …read more
For agency employees, taking time off this year has been more difficult.
With agencies culling staff to manage the financial difficulties that have come due to the coronavirus crisis, there are fewer people on staff who are presently managing the work of multiple positions. At least, that’s been the case for a media buyer at a holding company agency who says he’s dealing with a severe case of burnout — and that he’s not alone.
In the latest edition of our Confessions series, in which we trade anonymity for candor, we hear from a media buyer about the stress he’s been dealing with, how his job has gotten more difficult due to demands from procurement and why he’s considering leaving the agency business. This conversation has been lightly edited and condensed for clarity.
It’s been backlogged, effectively. I was too busy earlier in the year, I had too much to do and didn’t have a team. I think a lot of people feel that way. You can’t take time off when there’s work to do and you don’t have people to hand stuff off to. If the work needs to be done it doesn’t really matter, someone has to do it.
We had won lots of new business [before the pandemic] and hadn’t staffed up adequately. Everything is about price and procurement, about margin and profit, about what’s captured on the spreadsheet. That’s how the business works. It’s no secret that procurement is the one [thing] driving this because they get bonuses and KPI’d on saving money. It’s very easy to do that with the agency relationship. But what the spreadsheet does not capture is the toll it takes on a staff member. It’s that simple.
It’s all about cost versus revenue. Say you get $100,000 in and it costs you $50,000 to staff up a team 100%. [Then procurement might say they] need to show more profit than normal and can force fewer people to do all of the work instead of a full team so then there’s more margin being shown. What that doesn’t capture is that instead of five people doing the work now you have two people or three people. The work is still getting done, but those three people are carrying five people’s worth of work. In some cases, it can be one person doing the work of five people. It’s all in the name of profit.
I’m burnt out. It impacts your mental health in one way or another. It’s just the nature of the beast, unfortunately, it’s become that way.
100%. At the end of the day …read more
By Neil Patel
In today’s global marketplace, it’s a great time to be a consumer. The rise of e-commerce means more and more businesses are striving to get the consumer’s attention, offering better prices and services just to keep them interested. With online sales representing 16 percent of total retail ad spend, business owners don’t want to leave money on the table.
The smartest business owners know that the only way to consistently beat the competition is by offering more value to customers.
However, if everyone in my industry is selling the same products, at the same price, how can I stay competitive? The answer: Create memorable experiences.
If you’re looking for a unique way to offer value to consumers, customized products can be a powerful, engaging tool that improves customer satisfaction and drives up conversions in the process.
Customized products exist as a way for consumers to customize their purchases and walk away with a unique brand experience.
These examples showcase the importance of offering customization and customization.
It’s not just a theory. Epsilon’s research found that 80% of consumers are more likely to make a purchase when brands offer customized experiences.
The concept of customization was designed just a few decades ago to promote exclusivity. Customized products were a status symbol, a vehicle to make consumers with massive budgets feel special.
Although that’s still the case with certain products (exotic cars and designer handbags, for example), rapid advances in technology have made mass-customization a possibility for everyone.
Still, despite the lowered barrier to entry, product customization maintains a certain allure to consumers. This begs the question: If the key component of customized products is no longer there (the exclusive status symbol), then why are consumers still so interested?
The answer is actually pretty straightforward: Businesses were operating with a fundamental misunderstanding of what made customization so appealing in the first place.
What massive brands around the world have figured out, and what e-commerce business owners need to understand, is that exclusivity was only a small piece of the puzzle.
Product customization can have a massive impact on customer satisfaction, and by extension, your e-commerce business’s success. Why? Because not all of your customers want to experience your product in the same way.
Think about it. When it comes to something like marketing, we understand that different customers have different needs. The first-time visitor to your site needs a different call-to-action than the customer with the abandoned shopping cart. Customized customer experiences are nothing new, it’s just time that e-commerce businesses started to expand their customization horizons.
Where things get really interesting for me is when you start considering the potential financial …read more
Source:: Kiss Metrics Blog
By Neil Patel
Building a business is thankless, difficult work. Sometimes, you just wish you had a little breathing room.
Usually, business owners have an idea of how they’d like to scale and grow their business. The only problem? Capital. There’s just not enough money to drive the growth they’d like to see.
It’s around this time that some businesses start to consider startup funding. Access to more capital means implementing better growth tools, expanding the team, and generally making the journey to profitability much smoother.
All of this sounds great, but it brings up important questions: How on earth are you supposed to get startup funding? What kind of funding should you consider? Does your business need startup funding?
I’m going to demystify the topic of startup funding and help you understand your options when it comes to raising money for your business.
Right off the bat, we need to establish a few ground rules.
It’s important that you understand what “raising money” actually does to your business. You’re essentially doing one of two things.
When it comes to startup funding, you’re either trading money for equity or trading it for debt.
When the average business owner pictures startup funding, they’re usually thinking about equity. To put it simply, equity is when you trade a percentage of your business in exchange for capital.
That equity is based on the perceived value of your company, which means it’s vital that you have some established value before you walk into an investor meeting. Ideas are great, but trust me when I say that these venture capitalists and angel investors have heard it all before. You’re going to need solid numbers and data if you want a chance at their money.
Of course, if you don’t have the data to secure startup funding from an investor, you could always rely on debt.
I’m just going to come out and say it: Going into debt as a startup is almost always the wrong approach. Whether it’s bank loans or credit cards, those terrible interest rates will eat your business alive. As “Shark Tank” investor Mark Cuban himself says,
If you’re starting a business and you take out a loan, you’re a moron. There are so many uncertainties involved with starting a business yet the one certainty that you’ll have to have is paying back your loan.
All of this is vital to understand because it highlights the reality of startup funding. What you’re really doing is giving pieces of your business away in exchange for some cash. Think of it like you’re borrowing from your future self.
I bring this up because I’ve seen plenty of startups ask if they can raise money. Do you know what I don’t see? Startups asking if they even need to raise money.
Don’t get me wrong, if your startup ends up being as big as Facebook or Slack, you can probably afford to trade some equity to increase cash. But trading away pieces of your profits …read more
Source:: Kiss Metrics Blog
By Neil Patel
Disclosure: This content is reader-supported, which means if you click on some of our links that we may earn a commission.
Are you a recruiter looking to streamline your hiring process? You’re hardly alone in that camp. Thankfully, there’s recruiting software that helps you do precisely that and then some.
In a fast-paced recruiting environment where you need to sift through hundreds of potential applicants with differing strengths and weaknesses, your best bet is adopting an applicant tracking software that allows you to make the best hiring decisions possible.
With so many recruiting software options to choose from, the problem is that it quickly becomes an overwhelming choice to make. No one wants to invest in tools that aren’t entirely useful to their process.
In this in-depth review, I’ll dive into the best recruiting software options on the market, as well as how to pick one that fits your business best without having to deal with the overwhelm.
Let’s get started.
If you’re looking for an applicant tracking system (ATS), it’s clear your main goal is to make quality hires for your business in the most efficient way possible.
The question becomes, what criteria do you use to choose the best software-company fit? Here are a few key factors to consider:
Your business is unique, and so is the budget you assign to your hiring process.
With a bit of research, you can find an ATS that fits your company without putting you over budget.
If investing in a robust ATS software will save you money by making less bad hires in the long run, save you time by having instant access to large amounts of data, or let you employ less hiring managers, then the investment is well worth it.
In the ATS world, there is a range of prices you can choose from that help you stay on track financially. We’ll dive into more detail on that below.
Are you looking for a hiring system that lets you integrate email campaigns, pre-screenings, or specific candidate analytics?
Is testing a big part of your hiring process? Maybe you’re looking for a basic system that lets you compare applications with straightforward data.
Make a list of the features your business can’t compromise on, and use those as a filter for narrowing your best options.
Usually, additional features like landing pages, automations, planning software, or workflow integrations can be added down the road. This allows you to make the best choice for where your company is now and you can upgrade and build on it later.
You might be a small company with a lower turnover rate. Or maybe you’re a sizable company with more than 500 employees and are constantly looking for new hires.
Your ATS needs to be able to handle the amount of hiring data you’ll be managing daily.
Ask yourself …read more
Source:: Kiss Metrics Blog
Whoever said “You never have a second chance to make a great first impression,” makes a valid point. You only get one opportunity to have your first interaction with another person … and the last thing you want is for that first interaction to be a bad one. After all, humans are known to remember negative experiences more vividly than positive ones.
Great first impressions matter when meeting someone, going to a new place, and even visiting a website.
In a world where virtually every business has a website, creating a positive first impression when your target audience members click on your site via the search engine results page (SERP) is critical. That’s because your landing page is your site’s “destination page”, or the first page that visitors land on when they open your site.
Also, to really put the pressure on, you only have about 7 seconds to make that great first impression with your website before the average visitor decides whether or not they’re going to stay or bounce elsewhere.
So, how do you ensure that the first interaction your target audience has with your website is a positive one?
The answer: Great landing page design.
Landing page design is the process of creating an enticing site page for your target audience and website visitors. It should encourage them to convert from leads into subscribers or customers. Effective landing page design is on-brand, includes your product or service and company information, and incorporates relevant offers and calls-to-action (CTAs).
You may have also heard about responsive design, or responsive web design, before.
A web page with responsive design is automatically viewable via any device — meaning, web pages change as needed to fit any screen or device (i.e. desktop, laptop, tablet, or smartphone).
Since so many more people search the Internet from different devices and locations, responsive design is necessary to ensure visitors and customers have a pleasant experience on your site.
Although it’s recommended that your entire website is responsive, it’s critical to have responsive landing page design — again, this is the first page every visitor interacts with and sees when they open your website, so outstanding user experience (UX) is crucial.
Web pages without responsive design can make for a frustrating experience for visitors — they’ll be dealing with images and text that don’t fit their screen. This can potentially cause visitors to abandon your site completely or even visit a competitor’s site instead.
Note: Depending on the landing page design software you choose to work with (we’ll cover some options shortly), responsive design might be an automatic feature for you. In this case, you won’t have to worry about responsive design — when you design your landing page, it’ll already be responsive.
Source:: HubSpot Blog
2020 was a year with a lot of discomforts for many, so it’s only fitting that 2021 fashion takes a turn towards styles that are more comfortable than ever before. Helen Lee Schifter, a person well versed in fashion, expressed excitement for the next season. Garments will be seen that anyone could feel amazing wearing during any situation. The 2021 fashion showcase will include garments that seem like they are meant to be worn more than ever before. Not just carefully for an evening out, but fully throughout the day. Styles are seen that work perfectly for staying inside all day and are effortless for a weekly shopping trip. Oversized boyfriend jackets, stylized sweatsuits, power pants, and tunic sweaters are just a few examples of these extremely “wearable” clothes that will be seen during 2021 fashion week.
2021 style is all about practicality and comfort while being as polished as possible. Oversized boyfriend jackets feature shoulder pads that create a long and narrow shape with a small waist while allowing for much-needed comfort. These jackets are great because they look polished with shorts, skirts, or a styled power pant. A power pant is a garment that will be seen a lot as they allow for sitting all day while still maintaining a very draped stylish appearance. The power pants feature in the 2021 collection come in a variety of colors and look stylish with a wide variety of tops. Tunic sweaters that create a beautiful silhouette are a classic style that will be seen often. Tunic tops are easily one of the most versatile items of clothing for in the house or out and about. Paired with shorts, a power pant, or even leggings for an effortlessly beautiful look. With more people spending time in their houses than ever before, it’s only natural that a stylized sweatsuit would make an appearance. They allow for extreme comfort while still maintaining a polished look. Another not to normal style will be black facemasks. They will be making an appearance in fashion week as they provide protection while being neutral enough to pair with anything. Never before have designers thought so much about making their wardrobes something that can be worn more around the house than out in the world. That is really shining through in 2021 fashion week, and people are living for it!
With most people spending their days at their computers on Zoom calls, it’s only natural that Michael Kores, Tory Burch, and Rosetta Getty would create clothes that would suit this purpose. Power pants, stylized sportswear, tunic sweaters, and many comfortable yet classy clothes will be seen. Garments that look simply amazing, and can be worn around the house. A lot of designers looked closer to home for style inspiration this year, but Caroline Herrera’s collection was completely opposite to this. Short and long Belted dresses, puffy sleeves, and gorgeous patterns make a dull day much brighter. There’s no doubt that 2021 will be a …read more
Source:: Social Media Explorer
The decision to attend college is a big one for a lot of people, once this big decision is made they then have to deal with the stress of making it happen. Applying for financial aid can be a long, intimidating process for new students. Alex Djerassi, a founder of Mos.com, enjoys helping students persevere over loans. A lot of people end up not going to college at all because they simply find the process of applying to be too hard. That’s where Mos.com comes in. This web site helps take some of that stress off of people so that they can more easily apply for financial aid. While this might not be useful to everyone, it definitely is a help for a lot of people. Especially people who are completely new to the FAFSA application process.
Mos has a simple process to help applicants get the financial help that they need for school. The application process takes roughly 20 minutes, and the questions are simple. Just simplifying the process will mean more people will make it to their first class. Once this application process is completed, Mos.com takes it from there. The applicant is assigned an advisor. The advisor helps find all of the loans that an applicant might qualify for, this will save potential students a lot of time and stress. Just having an advisor, or someone to talk to through this process makes life so much easier for applicants. The advisors work closely with the applicant to match loans with their income and finance level. People tend to often fall short on the financial aid they accept, or they take out much more than they need resulting in larger loans to pay back after school is over. People also tend to not understand what it means to take out such a large amount of money to pay for their schooling. With an advisor, people can more easily understand what it means to borrow money for college. With an advisor’s help, people are also able to ask more questions and figure out what is best for them.
Mos also keeps track of all of the deadlines that people have when applying for school and the assigned advisor will remind the applicant so that no deadlines are missed. This seems simple, but missing a deadline means missing out on the opportunity to attend school. There is nothing more stressful than heading to class and getting a notice that a mistake was made on the FAFSA application. When mistakes like this happen, it could mean they can’t take the classes they have currently selected, and the set time for graduation is pushed back. Mos makes it so that fewer mistakes are made and that this can be completely avoided so that less time is wasted for the person applying. Mos.com Is a great website for first-time appliers for financial aid, more people might apply for aid with the use of this site. It is likely, however; …read more
Source:: Social Media Explorer
By Lane Ellis
What will search marketing and search engine optimization (SEO) look like in 2021, and where will it take B2B marketers and brands when a post-pandemic world eventually arrives?
To help answer these questions and more we’ve gathered 12 top B2B search marketing insights from both industry experts and our own team, and present our annual look at SEO predictions and search trends for 2021.
When I first went online in 1984 operating a 300-baud bulletin board system, it would be six years before Archie’s FTP site search arrived in 1990, followed three years later by Excite and the other early web search engine innovators, and if there’s one aspect of search that has remained constant throughout the ensuing decades, it’s been unending change.
The search marketing landscape has always been one of rapid changes, and keeping up-to-date with ever-shifting SEO machinations and technical search intricacies can be more than a full-time job for top B2B SEO professionals. Luckily, for 2021 we’ve got a wealth of SEO insight from 12 of the world’s leading search subject matter experts that you can use to hit the ground running as a new year of search unfolds.
Let’s jump right in and see how top search marketing practitioners expect 2021 to change the way we do business, and why it could quite likely be a groundbreaking year for search.
Founder, Search Engine Roundtable
In 2020 we really saw advances in search engines understanding queries better and the content on the page — i.e. BERT (bidirectional encoder representations from transformers) is now used in all queries. This is helping Google, as I wrote last year, in understanding voice queries and responding to those queries but also in serving better results.
I am excited to see how passage indexing rolls out and how SEOs react and adapt, if necessary, to that roll out. The Page Experience update is rolling out in May 2021, so that should be exciting to watch as well.
Search is in a very exciting place right now, we are at the verge of really being able to understand the true intent of queries and 2021 will be an expansion of that in so many ways.[bctt tweet=”Search is in a very exciting place right now, we are at the verge of really being able to understand the true intent of queries and 2021 will be an expansion of that in so many ways. — Barry Schwartz @rustybrick” username=”toprank”]
SEO Director, Path Interactive
Google has already provided some clues as to what they will prioritize in 2021 from a usability and performance standpoint: Core Web Vitals and the final push towards mobile-first indexation for all sites. There are also new Google products and features worth focusing …read more
Source:: Top Rank Blog
By Seb Joseph
Who says social networks can’t be profitable for media owners. NTWRK just made over $100,000 from selling over 400 products on Snapchat in 24 hours.
The product in question was a $250 platinum money counter from celebrity jeweler Ben Baller.
Normally, these products are par for the course on NTWRK’s app where people tune in to watch live shows where guests talk about products that become available to buy as the show airs. People flock to NTWRK for scarce, coveted gear usually backed by a celebrity. But the app is just the start. Moving forward, NTWRK wants to make those products available on social networks too, starting with Snapchat.
Here’s the rundown: NTWRK is airing 10 five minute Snap Originals called ‘The Art of the Drop.’ Each week an artist or creator like Baller is interviewed about the item that’s about to be made available to buy from the show. NTWRK keeps the money made from the sales, while Snapchat keeps the ad revenue. In fact, Snapchat brokered a deal with Hewlett-Packard for ads that run up to 10 seconds to appear at various breaks in the show. Snapchat wouldn’t share details of the deal’s dollar amount.
“Live-streaming commerce is massive in China, but no one has been able to nail it in North America,” said NTWRK president Moksha Fitzgibbons.
Hours after the first episode aired, NTWRK had sold out of the counters it had allocated for the Snapchat order. Neither NTWRK or Snapchat promoted the show so all the demand for the product came from the scarcity frenzy around it. Indeed, NTWRK hyped the limited release of the counter across its own social network, which includes celebrities, fashion-forward influencers and creators, who created their own hype bubble. People wanted the product even before they had seen it.
“We’re seeing social media move from just the sound or the meme going viral to physical products as these platforms, whether it’s TikTok or Snapchat, become a source of culture,” said Jide Maduako, CEO of the influencer platform Yoke Network. “Between influencers endorsing products and the business of scarcity, we’re seeing companies like NTWRK put a fresh spin on the QVC model by merging content and commerce.”
Whenever media owners and tech platforms like Snapchat work together, there’s usually some tension between who gets the better end of the deal. Normally, it’s the publisher that comes off worse. This isn’t one of those instances — at least not yet.
“We had more than 4,300 subscribers [to the show] in the first 24 hours after the Baller episode aired,” said Fitzgibbons. “It’s not earth shattering but its pretty good. If we can continue with that momentum over the next 10 episodes then it gives a chance to develop a consistent stream of content that people on Snapchat want to see. We want to build out a hybrid of entertainment and commerce on Snapchat,” she said.
In many ways, the shoppable series is a proof of concept for NTWRK.
“We want to showcase that we can perform not …read more
This year, marketers are turning more and more to influencers to spread holiday cheer.
For example, Lowes tapped 18 influencers for its “Letters to Home” campaign, which rolled out earlier this month, to encourage people to give thanks for their homes as well as pick out gifts to spruce them up. The home improvement giant isn’t alone in turning to influencers for the holidays. Ahead of this season, influencer marketing agency execs say there’s been an increase of between 20-30% from last year in requests for holiday influencer campaigns.
“This is our agency’s twelfth year working with brands and influencers on holiday content and we’ve never had so many programs — at least 20% more than last year,” said Kristy Sammis, founder of influencer marketing agency Clever and executive director of the Influencer Marketing Association. “Influencer and creator content has become ubiquitous [during the holiday season] — in the last two years it’s moved from being an optional part of marketing plans to an essential part. Now that professional production studios aren’t reliable — due to safety measures — influencers are the go-to.”
Additionally, influencer marketing execs say the uptick this year is likely due to the significant production costs of the necessary safety measures. With many influencers able to create their own content as well as being able to shoot with the people in their quarantine pods, the financial appeal of working with influencers this year has spiked, said Vickie Segar, founder of influencer marketing agency Village Marketing.
“Normally we would look for talent and pick people to be in groups; now an influencer or creator will send through talent they are comfortable shooting with,” said Segar, adding that this shift to influencer marketing is part of a reevaluation of the production process. “Covid has forced people to make changes to how they produce content and break the traditional production model. Production is being innovated right now.”
At the same time, with some states urging people to stay at home as the coronavirus once again surges, people are likely spending more time scrolling on apps and seeing influencer content, said the execs.
“The budgets have shifted,” said Amanda Marzolf, partner in the digital division at Abrams Artists Agency. “There aren’t as many big commercial shoots, no big PR events or point-of-sale materials. People are at home, spending time on the internet, on social media so the budgets have really shifted to that.”
The increase in requests for holiday content by influencers has come with a more eclectic mix of brands making those requests; typically clothing and beauty brands are the primary brands asking for content from influencers this time of year. However, now the requests for influencer holiday content and campaigns are coming from a wider variety of brands including outdoors gear, like Igloo Coolers, home goods, cookware and home fitness.
While holiday campaigns are typically meant to be “feel good” marketing, there’s been a push from marketers to get holiday content that leans into the typical holiday aesthetic— …read more
By Yan Liu, CEO, TVision
Like the proverbial tree falling in the forest, we all recognize that oftentimes the TV is on, but no one is in the room to hear or see it. And yet some ad buyers continue to rely on a metric that fails to account for this.
To mix metaphors, buyers who are still focusing on the traditional ad buying ecosystem can’t see the reality of the forest because they’re too busy counting all those supposed viewers that can’t see or hear them — all those unseeing, unhearing trees.
Reaching beyond ‘reach’
How did we get here? To paraphrase author John Green, slowly at first — and then almost overnight.
In the 1950s, when there were just three major television networks playing to a captive audience, viewers were exposed to about 300 commercials a day, which had a reach of 90 percent. There was less competition for attention, both on the TV screen and elsewhere in the home, unlike now, when there are almost 500 scripted original programs on TV and more than 860 over-the-top (OTT) apps available.
Since viewers had fewer choices of what to watch, and little control over how or when they watched programs, the math for ad buyers was relatively simple. Ratings, a broad measurement of the number of households tuned to a particular broadcast during a particular window, was the yardstick for the assumed effectiveness of ads that aired during the same broadcast — and therefore the cost of those ads. An ad that aired during a program with an audience of 10 million was more expensive than an ad that aired during a program with an audience of 5 million, based on the assumption that twice as many viewers saw it.
But now, with so many for TV and OTT programs available, almost nothing is the same.
Viewer attention: A new way of looking at things
In the 21st century, viewer attention is the true measure of an ad’s success.
Yet, viewers’ attention is more difficult to capture than ever. In the U.S., adults spend
large portions of their day connected to screens, but the median duration of online attention to those screens is mere seconds. Television viewing is now largely a personalized, on-demand experience. Moreover, individuals often split their attention between two screens at once. More than 80 percent of the TV audience now uses a second screen while watching TV.
So, while the TV in the living room might still be on all evening, as it probably was in the 1950s, family members are likely scattered all over the house at the same moment, viewing different content or games on their personal devices.
In short, at a time when TV viewers are so easily distracted, an ad-buying system that still leans exclusively on ratings is obsolete. Since ad buyers can no longer assume that audiences are engaging with specific content, they must optimize their campaigns with person-level attention data, to ensure that TV dollars are not wasted.
As Paolo Provinciali, vp of media and data …read more
By Andy Johnson, Chief Data Officer, Adstra
Brands and agencies have seen the writing on the wall for a long time. First-party data rules, in today’s privacy-centric, consumer-driven world — and marketers have pivoted accordingly. They’ve done the work. The problem is, now that they’ve made difficult adjustments to how they collect and organize their data, they’re still struggling to deploy these vital assets in meaningful ways.
Brands and agencies need partners that are built for today’s complicated, data-driven advertising ecosystem, but many are finding that their legacy relationships — built on legacy technologies — aren’t up to snuff. To help marketers capitalize on all the hard work they’ve put into their data transformations, the industry needs a new data partnership model.
Data and change: Drivers of transformation
There’s no shortage of forces driving the need for brands to own their customer relationships.
From new privacy regulations to the continued deprecation of third-party cookies, brands have had to recognize that continued success in digital advertising requires a new way of accessing and managing customer data. That reality has been driven home repeatedly for legacy brands that have watched emerging direct-to-consumer brands encroach on their territory with innovative new models for connecting with and advertising to consumers.
At the same time, even as walled gardens have continued to absorb a greater portion of ad budgets, marketers have realized that allowing these platforms to continue to own the relationship with their customers is simply not sustainable in the long term.
For advertisers, the problems within today’s digital ecosystem are obvious. Unfortunately, there’s little consensus as to how to solve these formidable challenges. But the first step is clear: Brands must own and manage a first-party understanding of customer identity. The question is, how can they then translate that understanding into efficient campaign deployment?
The efforts put forth by brands in recent years to transform the way they think about and tap into data has been tremendous. Even large CPG brands, which have historically been intermediated by retailers and lacked direct consumer connections, have made great strides in first-party data investment and customer relationship building. The problems arise when they look to centralize that data, match it to third-party resources and deploy it compliantly for campaign purposes. That’s often not their fault, though; it’s the fault of their partners.
The breakdown of legacy data partnerships
Today’s largest data companies are falling down on the job when it comes to helping brands put their hard-won first-party data strategies into action. That’s because they simply don’t have technology solutions that can adapt to today’s rapidly changing data environment. Instead, they’re tasked with continually bending their legacy tools — often to the breaking point — in bespoke ways for existing clients. These applications are inefficient, expensive and often insufficient.
Recognizing the weaknesses of their legacy data partners, some brands have tried to fill the gaps with point data solutions that are engineered to accomplish specific tasks along the path to first-party data deployment. Unfortunately, these companies typically lack robust service capabilities, leaving marketers …read more
Posted by kellyjcoop
Many marketing channels are interruptive by nature, meant to divert attention away from a task, be it reading and replying to emails, perusing articles online, browsing social feeds, listening to the radio, watching TV — the list goes on. SEO is one of the only marketing channels (the only?) that serves to first deliver something, instead of asking before delivering. At its core, SEO is used to deliver helpful content to people actively searching for it. And, it can (and should!) be used to reach target audiences at the local and national level.
According to Google, searches for local places without the use of “near me” have grown 150% over the last two years — showing that, when people search, they’re increasingly expecting local results. This creates a powerful opportunity for those organizations primed to take advantage of it. Through the “search and deliver” dynamic of SEO, nonprofit marketers have the opportunity to reach local audiences that indicate their interest and engagement through their search behaviors. Nonprofit marketers can leverage this to engage supporters, drive donations, and share their nonprofit’s mission with the world.
So, how do you make the most of local SEO? Read on for local SEO tactics you can try today.
Before we dive in, it’s important to first understand what primary factors impact your nonprofit organization’s local search engine rankings. This can be distilled into four primary areas: relevance, distance, trust, and prominence.
Relevance: How well your website matches the search term a user searches for. If Google determines your business is an educational charity, then your website has a higher likelihood to rank for the term “education charity” in comparison to another business Google determines is a health nonprofit.
Distance: The proximity of your business to the searcher. As Google learns more about you and your whereabouts via the ever present homing beacon in your pocket — your smartphone — distance has become a top (if not the top) ranking factor. Essentially, the search engine result page (SERP) for “health nonprofit” in Portland, Oregon will be completely different from the result in Seattle, Washington. Heck, the SERP in the Portland ZIP code of 97219 will be different than the Portland ZIP code of 97209.
Trust: How trustworthy Google thinks your business is, based on its reputation. This could be determined by your review quantity and ratings, or the number of high-authority websites that link to your website. Quantity and quality of reviews, quality and quantity of linking domains, domain age, and quality of website content are a few ways that Google can determine trustworthiness.
Prominence: How often your business appears across the web. Examples could be a mention of your nonprofit online (by a local news outlet, for example) or a business listing on directory sites like Great Nonprofits or Charity Navigator.
Some of these are easier to impact than others — you can’t change the distance of your business to the searcher — so …read more
Source:: Moz Blog
By Sarah Evans
Pre-COVID-19 QR codes were not heavily adopted in the restaurant industry, now, many restaurants have removed physical menus and have guests scan codes for menus.
Marketers take note.
From research provided by Merchant Centric, findings show that, “The number of mentions about QR codes has increased nine times during the six months COVID began and 57 percent of Americans said they will continue using contactless payment after COVID.”
That means a new trend in consumer behavior will now be applicable to multiple industries. From trade shows to physical products, consumers will understand to engage with QR codes.
Previous barriers included confusion on what QR codes did and assumptions that a separate app was needed to access them.
Additional findings are included in this new infographic launched in collaboration with restaurant technology company OneDine:
The post The touchfree revolution is upon us – learn from restaurants appeared first on Social Media Explorer.
Source:: Social Media Explorer
By Chris Turn
There are a plethora of ways to share information detrimental to your security on your social media accounts. But those problems become even more significant when the mistakes take place on your business accounts. Making sure your accounts are protected is essential, otherwise your business can take a big hit. Here are the main security threats to be aware of and how to avoid them.
Social and phishing scams usually aim to make unsuspecting targets click links and enter details. They might provide a false incentive for doing this, so it’s important to be alert and recognize when you’re facing something that’s actually a scam.
Don’t click unsolicited links that you are unsure of, and certainly don’t enter details after clicking a link, even if it looks pretty legitimate on the surface. That’s how they get your login details, and other info.
There are plenty of malicious apps on social media and the internet in general. You’ve almost certainly encountered them in some way, even if you didn’t realize it. Some are more sinister than others however.
For example, Spyware can actively log your actions and collect your personal information. It can also spam you with ads that you don’t want to see. That’s why you need to take extra care before clicking and sharing sensitive information.
It’s all too common for people to accidentally share posts that they intended for their private accounts on the company’s accounts. This is often simply human error, but it can also lead to scams and attacks in some cases too. Human error can take many forms, and setting company policies on when and how often to access the social media account is key to making sure employees don’t make these mistakes.
Malware hackers can gain access to your website and digital records in an attempt to hold ransom, or simply steal, valuable data and sell it. They can be targeted in very specific ways and your organization will be threatened unless you have protections in place to avoid malware attacks. One way to avoid these problems is to hire the right MSP who can carry out penetration testing so that vulnerabilities can be found and addressed.
Consider the security measures for your company social media accounts how you can avoid those errors or at least reduce their frequency. The first thing to consider is cybersecurity awareness training for your staff. This will teach them what they need to know in order to act safely and securely. In addition to that, consider establishing social media policies for staff members to follow.
Limiting who has access to your social media account and how much access they have is also key. It’s easier to retain control over your social media channels and how they’re used if you know exactly who’s accessing them and how. It’s also important to make sure your technology is as secure as it can be.
Source:: Social Media Explorer
By Neil Patel
In the world of digital marketing, content is king. And keywords hold the keys to that kingdom.
They unlock connections to your target market—people who are looking for what you’re trying to sell.
When you’re setting up paid social media campaigns, keywords can help you make those critical connections and ensure your campaign’s success.
Knowing which keywords to use throughout the copy of your campaign can be a pain. If you’re not sure which ones are right, you might miss the mark and, by extension, your audience.
Popular hashtags can be the source of inspiration that gets your paid social media campaigns off the ground.
Why are the top hashtags important for inspiration and keyword ideas? Because they can provide a lot of information if you know how to look for it.
Here are the questions you should ask when looking for hashtags:
Researching popular hashtags can provide relevant insights into the conversations happening around a topic. Their power is in the data you can mine from real-life, real-time sources.
Top hashtags can also lead to other hashtags and keywords you may not have considered. As you continue to dig deeper, you may start to see some patterns to add to your campaigns.
Be on the lookout for:
First, you have to find the top hashtags. Begin with what’s trending in your industry and go from there. We’ll go into more specifics on different social media platforms later.
As you dive in, explore the content surrounding the hashtags.
How do you use the information you found? It’s all about inspiration. The hashtags, phrases, and keywords you find can inform your paid social media campaigns in the following ways:
Source:: Kiss Metrics Blog
By Neil Patel
Disclosure: This content is reader-supported, which means if you click on some of our links that we may earn a commission.
The right image convinces a conference room instantly.
Sell that new client, get your boss’s approval, and rally the team behind you. Data visualization tools turn a whole mess of numbers into a crisp image that says it all.
With the right product, you can take command of overwhelming amounts of data to tell a clear and compelling story, while leaving your audience with a visual that resonates long after your presentation concludes.
In this post, I’ll give a complete overview of the best data visualization tools, and what to look for as you make your decision.
I get it. There are a million tools to help you visualize your data.
Then, when you start digging, it’s like, “Wait, do I have to know several programming languages to use this really cool product?”
Slow down. Don’t worry. You’re not going to have to go back to school to get amazing data visualizations.
Some of the high-end tools will require a little IT know-how to get off the ground, but those are really aimed at companies who can factor that into their budgets.
If that’s not what you’re looking for, no worries. There are really great data visualization tools a non-specialist can have up and running before lunch.
The key is knowing what you want your data visualization tool to do.
By understanding your local requirements, you can whittle down your options quickly by going through each of the major elements of data visualization products.
Are you looking for a nice tool that creates sleek reports, or a platform that lets you publish interactive dashboards?
Every vendor showcases data visualization examples on their site. Check these over and really reflect on your gut reaction.
If you are in search of the “wow” factor, don’t settle until you find something that will give your presentations that aesthetic edge.
This is perhaps the biggest make-it-or-break-it factor on the list: What data types and sources are supported by the data visualization tool?
No data visualization tool is good enough to justify a massive migration. You need to find something that connects with your data, wherever it lives.
Ideally, connecting data is an easy, secure, and highly-visible process.
Look for products that clearly explain how to manage and connect data sources. Official partnerships with the database products you use is a big plus.
Cruise a few reviews to see if people are finding that the connectivity is as good as advertised. Also, be sure to walk your sales team through your desired deployment to make sure it’s going to work as planned.
Not so long ago, complex data visualization required familiarity with structured query language (SQL), Python, …read more
Source:: Kiss Metrics Blog