Categories
Featured Online Marketing

Weather-Based Ads

The weather has a large influence on human behaviour, including buying behaviour. Temperature, humidity, snowfall, and, especially sunlight, can affect retail sales. In fact, only the state of the economy has a bigger influence on purchasing! The weather influences the food & drinks industry, automotives, clothing & fashion, travel, hospitality, leisure & entertainment, health & beauty, pharmaceuticals, home & garden, energy, insurance and electronics. A simple example; we buy ice-cream when it’s hot and oatmeal when it’s cold.

 

What Are Weather-Based Ads?

Weather-based advertising is the practice of targeting consumers by local weather (past, current, or future). Automated weather targeting platforms enable users to trigger ads and automate bid adjustments based on real-time weather information. Your company can personalize marketing messages based on your audience’s local weather. Automated weather-based ads:

  • control when and where your ads are shown depending on the weather
  • enable you to set variables such as temperature, weather type (rain, snow, sun, wind, UV index), weather alerts and location
  • allow you to set up automated weather rules for your various advertising accounts
  • tailor promotions/content across email campaigns, digital display ads, mobile push notifications, and other means of digital communication

 

What are the benefits of Weather-Based Ads?

With weather-based ads, you can narrow your target audience so that your ads will be more relevant. You can maintain all options previously set, simply adding weather as another condition. This can:

  • improve advertising relevance based on real-time weather information
  • reduce your costs, increase conversions and boost revenue
  • allow you to craft ads that cater to your consumers’ needs, increasing satisfaction and loyalty
  • enhance a customer’s ad experience
  • make use of data-matching and location-targeting capabilities of smartphones
  • improve the effectiveness of pay-per-click campaigns
  • allow you to advertise through social media, demand-side platforms, and email service providers
  • help predict future marketing opportunities

 

Weather-based advertising enables marketers to plan ahead and respond to current information. Using a weather targeting platform, companies can predict future marketing opportunities, react to real-time weather information and improve business results. Make weather ads a mainstream component of your marketing strategy.

Interested in weather-based ads? Need help inserting a weather-based marketing campaign into your existing marketing efforts? Call CAYK at (587) 600-8270 or email [email protected].  Allow us to be your very own marketing department! Connect with our tightly-knit team of knowledgeable digital-first consultants, each eager to help your business grow. Contact CAYK today.

 

 

Resources: 

https://www.adwordsrobot.com/en/weather-based-advertising 

http://www.weatherads.io/weather-marketing 

http://www.weatherads.io/blog/2014/august/how-effective-is-weather-based-marketing-4-case-studies-with-roi-stats 

https://www.wordstream.com/blog/ws/2020/06/30/weather-based-facebook-targeting 

https://connextdigital.com/9-things-you-should-know-about-weather-based-mobile-advertising/ 

https://www.dynamicyield.com/lesson/weather-based-targeting/

https://www.groundtruth.com/glossary_term/what-is-weather-targeting/  

https://www.researchgate.net/publication/222825354_The_Effect_of_weather_on_consumer_spending 

http://www.weatherads.io/blog/2014/june/how-weather-affects-consumer-behaviour-and-purchase-decisions

Categories
Featured Online Marketing

Why Brand Ad Campaigns are Important

Creating a great product or service is not enough to attract customers. Traditional advertising of your goods/services is often not enough either. Your company needs to build trust to create lasting relationships with consumers which requires a multitude of advertising campaigns. Brand awareness campaigns need to be at the top of that list! Why? Because brand ad campaigns have a multitude of benefits.

What is brand advertising?

Brand advertising is a strategy that develops brand recognition, increases company credibility, encourages customer loyalty and builds long term relationships with consumers. A brand advertising campaign is aimed at capturing attention in order to establish a positive brand identity and bolster customer allegiance. Branding usually includes company name, logo, packaging, pricing, specific traits of your product/service and (most importantly) the values of your company.

Benefits of Brand Awareness Campaigns:

  • Developing a positive brand image: Brand awareness advertising creates a positive perception of your brand making you the best choice for products/services. Focus on your business values, your product quality, your fair pricing, your exemplary customer service and customer satisfaction.
  • Highlighting what makes you unique: A brand advertising campaign showcases what makes your product/service different from and better than the competition. A well-developed campaign makes your brand increasingly visible in the competitive marketplace.
  • Increasing brand credibility: To create positive news, boost recognition of your brand and increase credibility, have industry/company experts offer knowledge and advice. Sponsor community events. Host charities relevant to your product/service.
  • Building strong connections: To build relationships with consumers/potential consumers, a brand campaign needs to offer solutions, make emotional sense and encourage meaningful engagement.
  • Reaching new audiences: Open doors for your business by using strategies such as influencer marketing and guest posting. Use sponsored social posts that promote your products/services. Message your target audience.
  • Increasing sales: Brand ad campaigns make people more aware of your product/service and target relevant audiences increasing your chances of generating conversions.
  • Enable retargeting: Collecting brand awareness data via a brand campaign is crucial for retargeting. It informs you of audience interests and behaviours allowing efficient strategies and good budget usage.

When used efficiently, brand awareness campaigns increase awareness of, boost interest in, and develop a desire for your product/service. A well-executed brand strategy drives future sales. It helps your company scale up and develops lasting relationships with consumers. Build a unique and consistent brand image with branded advertising campaigns.

Want to build your brand image? Need help with a brand advertising campaign? Call CAYK at (587) 600-8270 or email [email protected].  Allow us to be your very own marketing department! Connect with our tightly-knit team of knowledgeable digital-first consultants, each eager to help your business grow. Contact CAYK today.

 

 

 

 

References:

https://medium.com/the-mission/branded-content-the-what-why-when-and-how-fb9426dc3e14

Categories
Featured Online Marketing

Digital Advertising Trends; Making Sure You’re Relevant

Your social media presence is on point and you’re reaching your target market. Your website design is sound and regularly updated with quality content. Your web analytics prove you are converting visitors into customers. It’s time for aggressive advertising to scale up your company’s performance. So, what kind of campaign should you undertake? What are the latest trends in digital advertising?

 

Digital video is still one of the top marketing mediums. Computers and mobile devices provide numerous platforms and there are a multitude of options for the placement of video ads.

  • Outstream video is one of the latest and most popular forms. This type of video auto-plays on-page, full-width and usually without sound after a user has read/scrolled to a certain point. If a user scrolls away, the ad pauses. Outstream opens up video ads to the entire web, allowing you to place ads outside of actual video players and in all kinds of content.  This less intrusive style of advertising helps your company to cut through the clutter and engage your target market.
  • Short videos (15 seconds or less) containing compelling and relevant information that elicit an emotional response are a popular and effective advertising technique. Humour, shock and/or action are used to grab a viewer’s attention.
  • Shoppable video advertising allows customers the option to buy products from an image/video. Your company tags multiple products in a single, lifestyle image giving users the ability to hover for more information (items for sale, prices, brand names). This enhances viewers’ product discovery, provides inspiration, allows better content and influences a customer’s journey at an early stage.
  • 1:1 video is an efficient advertising tool used instead of emails or phone calls. Your company produces a personalized video message for your customers.
  • Live video is used for product demos, interviews and Q & A sessions. Remember to set up a notification that will inform your viewers when you will go live.
  • Video transcription is the process of translating your video’s audio into text and is proven to boost SEO, provide a better user experience (particularly if the transcript is interactive) and assist viewers who are in a sound-prohibitive environment.

 

Interactive content:  There has been a shift from traditional text-based content toward dynamic, engaging and memorable content that offers users a two-way experience. Interactive content includes social games, quizzes, interactive landing pages, polls and embedded calculators making users feel connected to brands and more involved in the buying process. Interactivity in marketing maximizes the engagement of consumers.

 

Mobile-first marketing begins with an ad created for mobile phones then expands to accommodate tablets, laptops and desktops. It caters to the on-the-go lifestyle of consumers who use their phones to check email and/or browse whenever and wherever. Mobile-first ads are generally filmed in an upright position and display multiple images for users to swipe through. With global data traffic forecast to increase to 49 Exabyte per month by 2021 and the average daily amount of time spent by adults on mobile devices approximately 203 minutes, this advertising strategy is gaining traction.

 

Remarketing ads enable your company to show targeted ads (through the use of cookies) to users who have already visited your site. This allows you to send custom content/messages to your target audience, provide more personalized/timely ads and boost your revenue as remarketing ads have a high return on investment.

 

Chatbots are computer programs that simulate human conversation offering streamlined, individualized service through chat. Communication occurs via messages or voice commands and is independent of a human operator. This method of advertising/servicing consumers is accessible anytime, allows simultaneous communication with multiple users, is cost-effective, provides faster onboarding than training a human and allows completion of repetitive tasks without boredom. Chatbot ads are quick to determine what a user wants and return results specific to the viewer’s requests.

 

Influencer marketing is a word of mouth approach to advertising that uses key leaders to augment your company’s message. Influencers may be carefully selected celebrities and/or well known Instagram or YouTube personalities. They help promote your business through their social channels.

 

User-generated content (UGC) is content created and published by unpaid contributors (fans, frequent purchasers/users) who promote your brand through blog posts, website pages, images, social media posts, testimonials, videos and tweets. Considering that UGC is more likely to influence a conversion than professional content, can you afford to ignore this advertising stream?

 

Cinemagraphs are still photographs incorporating looping video elements. They’re visually alluring, more interesting than photos and less involved to produce than videos. Use cinemagraphs as part of your marketing campaign to set your company apart and delight your users.

 

Over the top advertising (OTT ads): It is increasingly popular to stream content from over the top services (Netflix, HBO Now, Apple TV+, Google Play Movies & TV, Hulu, Amazon Prime Video, Disney+, etc.) via integrated Smart TVs, personal computers, mobile devices and digital media players. OTT advertising is the placement of ads on OTT content. This advertising method allows your company to use advanced analytics and targeted ad insertion to get your ad to the right person at the right time. OTT advertising has the potential to generate massive revenue.

 

Visual/Voice search: Thanks to Siri, Google, Alexa, and a host of other ‘smart’ devices, verbal interaction with devices is developing at a rapid rate. A voice search strategy will help you stay relevant, create a unique and optimized customer experience, foster relationships and build brand loyalty. Visual search is also on the rise. Using an image to start a search is becoming the norm. We’re finally catching up to the way people want to search, shop and discover new things.

 

Advertising is constantly changing and it’s important to keep up with the trends. Ensure you’re relevant to your customers. Connect with them in ways that make their journey easier and more enjoyable. Don’t be afraid to embrace new technologies or experiment with different styles of promotion. Adopt online advertising trends into your advertising strategy.

 

Need help with your digital marketing strategy? Call CAYK at (587) 600-8270 or email [email protected].  Allow us to be your very own marketing department! Connect with our tightly-knit team of knowledgeable digital-first consultants, each eager to help your business grow. Contact CAYK today.

 

References:

https://www.wordstream.com/blog/ws/2019/03/12/video-advertising-trends

https://www.wordstream.com/blog/ws/2019/10/31/pre-roll-ads

https://smartyads.com/blog/what-is-ott-advertising/

https://instapage.com/blog/pre-roll-ads

https://instapage.com/blog/digital-advertising-trends

https://financesonline.com/advertising-trends/

https://financesonline.com/advertising-trends/

https://marutitech.com/benefits-chatbot/

https://blog.templatetoaster.com/google-alp/

https://www.business2community.com/digital-marketing/top-10-trends-in-digital-advertising-in-2020-02263555

https://www.singlegrain.com/digital-marketing/digital-marketing-trends-2020/

https://instapage.com/blog/what-is-outstream-video

https://www.curalate.com/blog/google-shoppable-ads/

https://www.3playmedia.com/2018/09/20/3-reasons-why-you-need-video-transcription/

https://www.tintup.com/blog/user-generated-content-definition/

https://www.google.com/search?client=firefox-b-d&q=what+is+a+remarketing+ad

https://www.investopedia.com/terms/o/over-top.asp

Categories
Featured Online Marketing

Why Track Conversions?

In online business or eCommerce, a conversion occurs when the recipient of a marketing message performs a desired action such as:

  • Submitting information
  • Signing up for a newsletter
  • Completing a form
  • Downloading a resource
  • Recommending your site
  • Engaging with the site (spends time on site, visits certain pages, count of pages loaded)
  • Interacting with a chatbot
  • Calling a given number
  • Requesting a quote
  • Creating an account
  • Making a purchase (the ultimate goal)

 

Types of conversions:

  • Macro-conversions are primary goals such as sales, quote requests and account creation.
  • Micro-conversions facilitate the path to macro-conversions (adding products to the cart, calling a number, completing a form, etc.).

 

What is conversion tracking?

Conversion tracking occurs when a company monitors the actions of consumers/users on their website. It’s a way to determine the effectiveness of an advertising campaign. It helps a business understand if what they are doing is really working by giving an accurate picture of what’s taking place on their website and informing them of how many of their website visitors successfully perform the desired action(s).

 

What is a conversion rate?

The conversion rate is the number of conversions divided by the total number of visitors; the percentage of total visitors that convert.

 

Why should you care about conversion rates?

Monitoring your conversion rate enables you to improve your performance over time. It allows you to make data-driven decisions for your business. Conversion tracking lets you measure your successes and failures, improve upon them and grow your online business.

 

What conversion goals should you track?

There are a number of indicators and metrics related to conversions that can be tabulated to help determine the effectiveness of your conversion efforts.

 

  • Number of conversions
  • Overall conversion rate
  • New visitor conversion rate
  • Return visitor conversion rate
  • Cost per conversion/acquisition
  • Traffic sources (direct, search and referral visitors)
  • Bounce rate (percentage of visitors that leave a webpage without taking an action)
  • Interactions/pages per visit
  • Hits on destination page
  • Exit pages (pages causing people to leave)
  • Events (played videos, downloaded content)
  • Session duration
  • Value per visit

 

No matter what goals you have set for your website (selling more products, attracting more customers, drawing more visitors), optimizing your conversion rate is the key to success for your business. Once you start tracking conversions, the next step is to improve your conversion rate.

 

Need help tracking your conversions? Want to increase your conversion rate? Call CAYK at (587) 600-8270 or email [email protected].  Allow us to be your very own marketing department! Connect with our tightly-knit team of knowledgeable digital-first consultants, each eager to help your business grow. Contact CAYK today.

 

 

References:

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Featured Online Marketing

What you Need to Know About Generational Target Audiences

Your target audience is the people you want to reach with your marketing message; your potential customers. Instead of trying to reach an entire market, companies choose a particular audience, putting time and energy into connecting with that defined group. Once you’ve established your target market, it’s important to get to know them. This makes it easier to decide how to reach them and what message will resonate. Sometimes your target market is generational.

 

If Gen Z  is Your Target Audience:

Generation Z is composed of individuals born after 1995. This population group is on the way to being the largest generation in human history, as well as the most educated and diverse. Gen Z members tend toward a liberal set of attitudes, are open to emerging social trends and are expected to represent 40% of consumers by the end of 2020. Members of this generation are fluent in online communications, care about climate change, frugality and equality. They hold views that differ significantly from their parents and are quick to spot hypocritical messaging. Gen Z members own smartphones (94%), tablets (56%), listen to the radio (82%) and subscribe to traditional TV (53%). They get their news primarily from Twitter, post their aspirational selves on Instagram and save less filtered content for Snapchat. Generation Z watches more YouTube content (34% of daily video intake) than Netflix (27%), averages 68 videos a day, and documents their lives on social media. Gen Zers are opinionated and prefer brands that support their views.

 

If Millennials are Your Target Market:

Millennials were born between 1981 and 1995 and comprise 30% of the population. Members of this generation own laptops (84%), tablets (53%), and smartphones (93%). They enjoy reading blogs, with 300 words being their sweet spot for article length. If you’re looking to contact them, the best time to do so is between 8 p.m. and midnight. Millennials check their phones an average of 10 times per hour and spend 5 to 10 hours per week checking out digital content. They favour the use of laptops and mobile phones, use social platforms like Facebook, Twitter, and YouTube and like to view entertainment, technology, comedy and sports. Members of this generation look to experts and consumer reviews to help with buying decisions rather than TV, magazines and books. Loyalty and rewards programs are important to Millennials and they value free shipping as a benefit.

 

If Gen X is Your Target Market:

Gen X is composed of individuals born between 1965 and 1980 and makes up 26% of the population. They have the largest disposable income with nearly 1/5 of this generation making between $150,000 and $200,000 per annum. They outspend all other generations when it comes to housing, clothing, eating out and entertainment. Gen Xers own smartphones (90%), tablets (66%), laptops (80%), and Fitbits (21%). They subscribe to traditional TV (71%), listen to the radio (90%) and still read newspapers (62%). This generation spends an average of 5 to 10 hours per week online, usually between 8 p.m. and midnight, and they enjoy watching entertainment, healthy-living content and news. The laptop is their favoured device to view content and blogs are their favoured form of online reading.

 

If Baby Boomers Are Your Target Market:

Born between 1946 and 1964, Baby Boomers make up 27% of the population. They are healthier, fitter, more active and have a longer life expectancy than their predecessors. This generation has more wealth than any generation before them (spending $2.9 trillion per year) and are some of the biggest online shoppers. Baby Boomers spend 20+ hours per week consuming online content, are best reached in the morning (9 a.m. to noon) and like to view entertainment, news and politics. Boomers own tablets (54%), subscribe to traditional TV (86%), and listen to the radio (89%). An unprecedented number of Baby Boomers work past 65 (65%) and many of these are self-employed (40%). Many members of this generation (up to 59%) are supporting adult children (18 to 39 years of age). Boomers research purchases online using consumer websites for information. They favour Facebook and YouTube.

 

Make sure your marketing strategy addresses the needs and wants of your generational target audience. Keep in mind their priorities and their preferred methods of communication. Reach out to customers in ways they can relate to and you’ll increase the effectiveness of your marketing campaign.

 

Need help reaching your target market? Want to increase the effectiveness of your marketing campaign? Call CAYK at (587) 600-8270 or email [email protected]  Allow us to be your very own marketing department! Connect with our tightly-knit team of knowledgeable digital-first consultants, each eager to help your business grow. Contact CAYK today.

 

References:

Categories
Featured Online Marketing

Do You Know Your Target Market?

A target market is a specific group of consumers to whom you address your product or service. They’re the people you want to reach with your marketing message; your potential customers. Instead of trying to reach an entire market, you select a particular audience, putting time and energy into connecting with a defined group. There are four levels of segmentation that are generally used to define your target audience.

  • Demographic segmentation divides the market based on demographic variables; age, gender, marital status, family size, income, religion, race, occupation, nationality and education. It’s the most common segmentation practice among marketers.
  • Geographic segmentation involves dividing a market by area; city, county, region, country or international region. It may also include breaking the market into rural, suburban and urban areas. This strategy allows you to serve customers in a particular area when your broad audience has preferences based on their location.
  • Psychographic segmentation is a method used to group consumers based on personality traits, beliefs, values, attitudes, interests, hobbies and lifestyle. This strategy helps marketers understand what drives purchase decisions.
  • Behavioural segmentation is based on actual consumer buying behaviour. It takes into account when a product is purchased, how often a product is being used/consumed, brand loyalty, and benefits perceived by consumers.

How do I determine my target market?

Your target audience should be based on research, not a hunch. To determine your target market:

  • Look at your current customer base: Gather the information you have regarding your existing customers into a database used to track trends and averages. Include age, location, time zone, language, income, spending patterns, interests, and stage of life/lifestyle. Look for common characteristics and interests of those customers that bring you the most business. If your customers are other businesses, consider the size of the business and what member of the company does the purchasing.
  • Use website and social media analytics: Social sites are a good way of filling information gaps and help you understand who’s interacting with your accounts. Use Facebook, Twitter, Pinterest, Instagram, LinkedIn, YouTube and Snapchat analytics.
  • Check out the competition: Who do your competitors target? Who are your competitor’s current customers? Get a general sense of the approach they’re using and whether it’s working. Then find a niche market they’re overlooking.
  • Analyze your product/service: Create a benefit inventory by listing the features of your product and the benefits each feature provides. This helps you make the next list; the people who have a need for your benefits.
  • Create a target market statement: Use your research results to create a simple statement that clearly defines your target audience. Incorporate three or four important demographic and behavioural characteristics you’ve identified. This statement will guide your marketing efforts. You may need separate statements for each product/service you supply.
  • Evaluate your decision: This is where you ask yourself pertinent questions.
        • Are there enough people who fit my criteria?
        • Will they benefit from my product/service?
        • Do I understand what drives their decisions?
        • Can they afford my product/service?
        • Are they easily accessible?
        • Will my message reach them?
  • Test social ads on your target market: Create social ads targeted to the market you defined. Make sure the language speaks to the market you determined. Be creative! Then use social tools to contact your target audience. Use your demographic information to determine which social networks best allow you to reach your market. Track the performance of your ads. Decide whether you need to tweak your approach.
  • Revisit your market statement: The response to your ads may provide additional insights. Revisit your target market statement incorporating any new information. Amend the statement as often as needed. Remember that you can target more than one niche market.

 

Finding the right audience is crucial! Once you’ve established your target market, it’s easier to decide how to reach them and what message will resonate. Use your marketing budget wisely and get a better return on investment by clearly defining your target market.

 

Not sure who makes up your target market? Need help with your digital marketing strategy? Call CAYK at (403) 456-0072 or email [email protected]  Allow us to be your very own marketing department! Connect with our tightly-knit team of knowledgeable digital-first consultants, each eager to help your business grow. Contact CAYK today.

Categories
Featured Online Marketing

Marketing Automation: How to Keep Connected to your Customers

Marketing automation platforms are tools/software that allow you to create, implement and automate marketing workflows for multiple channels from a single source. This automation can help you stay in touch with your customers. Use automation to:

Accommodate customer usage by creating experiences they can engage with from any device (mobile phone, tablet, laptop). Combine data and content across various sources to create a consistent experience across channels. Integrate touchpoints (SMS, push notifications, emails).

Nurture Leads: Marketing automation enables a systematic approach to informing, engaging and converting prospective customers. You can track behaviour, attach a score based upon intent, target high intent users and automatically send the right message at the right time.

Onboard customers: Make a positive first impression by using automation to kick start your relationship with your customers. Offer genuine post-sales service by scheduling and sending a series of automated emails to educate customers on product usage, troubleshooting problems and where to find help.

Reach out to less engaged customers: Create an automated workflow that identifies unengaged customers allowing you to follow up and win them back. Using automation, address users one-on-one and let them know you care about their opinions.

Offer outstanding customer experience: Use marketing automation to create dynamic lists of your customers (based on behaviours) then send relevant email content including similar product recommendations, product updates, related articles, product reviews, exclusive information and targeted discounts. Personalization tools let you address customers by name and reference their personal data (most recent purchase, account number, birthday, etc.). Marketing automation enables a quick response rate and better assistance by automatically routing support chats/calls to the right person. By updating customer information automatically, this tool allows you to strategically send compelling marketing messages resulting in a good customer experience.

Make data-driven decisions: Real-time tracking and alerts provide insight into the types of content and communication that work with your clientele. This data allows you to ensure each customer receives the information they are most likely to engage with, making them feel connected to your brand.

Build brand loyalty: To enhance customer loyalty, put workflows in place to identify your most engaged customers and invite them to join a loyalty program. Set up workflows to reward members with exclusive discounts and offers. Use automation to deliver increasingly personalized experiences that add value and show you care.

Marketing automation is a valuable tool for your customer experience efforts. From the first interaction to their initial purchase to creating them as a loyal customer, there are many ways that automation can create memorable contacts contributing to and improving your connection to your customers. Reach customers when, where, and how they prefer. Generate digital ads/emails that appear for the right person at the right time. Bring together marketing, sales, and service creating a seamless customer experience.

Interested in marketing automation? Want help staying connected to your customers? Need help with your digital marketing strategy? Call CAYK at (403) 456-0072 or email [email protected]  Allow us to be your very own marketing department! Connect with our tightly-knit team of knowledgeable digital-first consultants, each eager to help your business grow. Contact CAYK today.

References:

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Featured Online Marketing Social Media

Google vs. Facebook Advertising

Most businesses have a limited marketing budget and therefore must decide where is best to use their advertising dollars. Which is better for your business, Google Ads or Facebook Ads? Both are great places to advertise, so the answer will depend upon your business, your audience and your goals.

 

Google Ads:

Google is the world’s most popular and widely used search engine utilized by approximately 70% of online users when searching for information. Google Ads is the largest and most popular pay per click advertising platform (PPC). Results are transparent and almost instantaneous making this form of advertising worth every dollar spent.

Google Ads :

  • reach a large audience
  • let you consistently measure campaign performance (who clicked on your ad, how many leads have been generated, how much traffic you received from your ad, which keyword generated the most traffic/leads and how much it cost per lead).
  • work faster than Search Engine Optimization (SEO)

  • provide instant visibility at an instant cost
  • boost traffic, clicks, and conversions
  • provide a wide range of features (extensions, site links, user reviews, location targeting, shopping ads)
  • offer an exceptional level of customization and control
  • are an efficient way to tell people about your brand
  • are integrated with Gmail making it possible to reach prospects through their Gmail inbox
  • allow for remarketing on the display network
  • allow for remarketing on the search network
  • enable you to target people searching for your keywords in specific geographic regions

 

No matter what you sell or to whom, Google Ads has an ad format or feature that will make your goods or services more appealing to your target market. Google Ads helps you find new customers.

 

Facebook Ads:

Facebook is a social powerhouse with approximately 2.27 billion monthly active users. Facebook Ads help you find customers based on their interests and online behaviour. This advertising format makes it easy to find the right people, capture their attention and get results. Facebook ads give you a lot of bang for your buck.

 

Facebook Ads:

  • enable you to show your ads to a narrowly defined target audience (demographic, location, behaviours, lookalike audiences, age range, connections, language)
  • are low cost
  • give you access to a large mobile audience
  • provide you with robust metrics (weekly reach, page likes, post engagement, best performing posts, clicks, conversions, sales, comparison to your competition)
  • are easy to use and customizable
  • are visual allowing you to create beautiful, engaging ads

  • allow for remarketing
  • provide call to action choices (Book Now, Apply Now, Contact Us, Sign Up, Download, Learn More)
  • deliver continued visibility helping build trust
  • amplify your content reach
  • create a community encouraging customer loyalty

 

Facebook Ads excel at targeting audiences based on their behaviours and patterns. Facebook Ads help new customers find you.

 

Whether you choose Google Ads or Facebook Ads will depend upon what you’re looking to achieve with your advertising. If it’s sales, leads, consultations- both platforms are perfect. If it’s brand awareness or social following- Facebook is the best choice. If you want to sell products directly- both platforms will work. In reality, these platforms are complementary rather than adversarial. Consider using both in order to achieve maximum visibility, increase leads/sales, and find new customers. Build your brand with Facebook, close with Google. Target Your Facebook audience with Google Ads data. Find similar audiences on Facebook to boost both platforms. Together, paid search and paid social are remarkably effective advertising strategies.

 

Not sure whether to use Facebook or Google ads? Need help with your digital marketing strategy? Call CAYK at (403) 456-0072 or email [email protected]  Allow us to be your very own marketing department! Connect with our tightly-knit team of knowledgeable digital-first consultants, each eager to help your business grow. Contact CAYK today.

 

References:

Categories
Featured Internet Marketing Online Marketing

What is Influencer Marketing?

80% of marketers claim that influencer marketing is as effective as other marketing channels. 71% of marketers claim the quality of traffic from influencer marketing is superior to other sources. 49% of consumers rely on influencer endorsements when making buying decisions. What are you waiting for? It’s time to check out influencer marketing.

What is an influencer?

An influencer is someone who:

  • has cultivated an online audience of like-minded people
  • has authority, knowledge, position, and/or relationship with this online audience
  • has developed a reputation for being an expert in their field
  • has the patience and focus to succeed in social media
  • has a successful blog, hosts online discussions and/or creates and posts engaging videos/photos
  • shares opinions, ideas, tips, and advice relating to their specialty
  • can be anyone from anywhere
  • has the power to affect the purchasing decisions of others

What is influencer marketing?

 

Influencer marketing is when a brand/company collaborates with an online influencer to market one or more of its products or services. The influencer helps improve brand recognition and awareness by providing genuine and authentic information, feedback and recommendations regarding the product/service.

 

How do I find an appropriate influencer?

 

  1. Do a Google search for articles in your field. Does a particular author’s name appear regularly?
  2. Look at industry-specific blog sites. Is there someone who frequently writes guest posts?
  3. Search social media platforms using relevant hashtags/buzzwords. Who appears most frequently?
  4. Use your professional and personal network to obtain referrals.
  5. Look for people with a strong support base whose audience is similar to your customers/clients. Make sure they have highly engaged followers.
  6. Once you have acquired the names of several influential people in your field, begin the influencer outreach process.

If this feels too complicated and/or time-consuming, use an influencer platform and/or consult with an influencer marketing agency. Platforms and agencies are created to help businesses streamline their influencer selection process.

 

How do I undertake the influencer outreach process?

 

  • Follow and/or friend influencers on social media platforms
  • Reply to Introductory emails
  • Respond to questions the influencer asks
  • Link to the influencers’ posts
  • Interact with them
  • Share their material
  • Comment on and/or like their photos, videos, blog posts, and other content
  • Write guest posts
  • Give free samples to the influencer
  • Provide products for the influencer to give away to their followers
  • Run a competition for the influencers
  • Pay for sponsored posts

 

Interact with the influencer, then approach them to work with you to promote your brand. Explain how your product can benefit their audience. Ask them to lend their name, expertise, and authority towards promoting your product to their followers.

 

Successful influencer marketing creates a win/win/win situation; good for you, good for the influencer and good for the audience. What are you waiting for? It’s time to try influencer marketing!

 

Need help with your digital marketing strategy? Call CAYK at (403) 456-0072 or email [email protected]  Allow us to be your very own marketing department! Connect with our tightly-knit team of knowledgeable digital-first consultants, each eager to help your business grow. Contact CAYK today.

 

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Categories
Online Marketing

Trends in Digital Advertising

Your social media presence is on point and you’re reaching your target market. Your website design is sound and regularly updated with quality content. Your web analytics prove you are converting visitors into customers. It’s time for aggressive advertising to scale up your company’s performance.

Advertising is constantly changing and it’s important to keep up with the trends. Don’t be afraid to embrace new technologies or experiment with different styles of promotion. So, what kind of campaign should you undertake? What are the latest trends in digital advertising?

Digital video is still one of the top marketing mediums. Computers and mobile devices provide numerous platforms and there are a multitude of options for placement of video ads.

  • Outstream video is one of the latest and most popular forms. This type of video auto plays on-page, full-width and usually without sound after a user has read/scrolled to a certain point. If a user scrolls away, the ad pauses. Outstream opens up video ads to the entire web, allowing you to place ads outside of actual video players and in all kinds of content.  This less intrusive style of advertising helps your company to cut through the clutter and engage your target market.
  • Short videos (15 seconds or less) containing compelling and relevant information that elicits an emotional response are a popular and effective advertising technique. Humour, shock and/or action are used to grab a viewer’s attention.
  • Shoppable video advertising allows customers the option to buy products from an image/video. Your company tags multiple products in a single, lifestyle image giving users the ability to hover for more information (items for sale, prices, brand names). This enhances viewers’ product discovery, provides inspiration, allows better content and influences a customer’s journey at an early stage.
  • 1:1 video is an efficient advertising tool used instead of emails or phone calls. Your company produces a personalized video message for your customers.
  • Live video is used for product demos, interviews and Q & A sessions. Remember to set up a notification that will inform your viewers when you will go live.
  • Video transcription is the process of translating your video’s audio into text and is proven to boost SEO, provide a better user experience (particularly if the transcript is interactive) and assist viewers who are in a sound-prohibitive environment.

Mobile first marketing begins with an ad created for mobile phones then expands to accommodate tablets, laptops and desktops. It caters to the on-the-go lifestyle of consumers who use their phones to check email and/or browse whenever and wherever. Mobile first ads are generally filmed in an upright position and display multiple images for users to swipe through. With global data traffic forecast to increase to 49 Exabyte per month by 2021 and the average daily amount of time spent by adults on mobile devices approximately 203 minutes, this advertising strategy is gaining traction

Remarketing ads enable your company to show targeted ads (through the use of cookies) to users who have already visited your site. This allows you to send custom content/messages to your target audience, provide more personalized/timely ads and boosts your revenue as remarketing ads have a high return on investment.

Influencer marketing is a word of mouth approach to advertising that uses key leaders to augment your company’s message. Influencers may be carefully selected celebrities and/or well know Instagram or YouTube personalities. They help promote your business through their social channels.

User generated content (UGC) is content  created and published by unpaid contributors  (fans, frequent purchasers/users) who promote your brand through blog posts, website pages, images, social media posts, testimonials, videos and tweets. Considering that UGC is more likely to influence a conversion than professional content, can you afford to ignore this advertising stream?

Over the top advertising (OTT ads): It is increasingly popular to stream content from over the top services (Netflix, HBO Now, Apple TV+, Google Play Movies & TV, Hulu, Amazon Prime Video, Disney+, etc.) via integrated Smart TVs, personal computers, mobile devices and digital media players. OTT advertising is the placement of ads on OTT content. This advertising method allows your company to use advanced analytics and targeted ad insertion to get your ad to the right person at the right time. OTT advertising has the potential to generate massive revenue.

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