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.


Company Updates

Three Things We’re Thankful for Here at CAYK

Remember when we said that relevant seasonal content helps you connect with your leads and customers? We’d like to follow our own advice by getting into the Thanksgiving spirit and letting you know how thankful we are for what we do. Here are three things we couldn’t do it without!

An Awesome Community of Business Owners

There’s a lot to love about Calgary, but its community of business owners is one of the things we love most. Over the past eight years, our team has accumulated a portfolio of clients who are not only admirably hard-working and principled entrepreneurs, they also happen to be a delight to work with. CAYK has had the privilege to develop inbound digital marketing strategies for small family-run operations, rapidly-growing international businesses, and everything in between, all springing from a vast array of industries. Throughout this process, we’ve been fortunate enough to have countless truly enjoyable experiences. It makes us love what we do!

Our Top-Notch Marketing Team

Of course, none of those experiences would have been possible without having the finest and most talented marketing team we could ask for. You can’t be a full-service holistic marketing agency if you don’t have great minds driving it forward. Our team is the engine that keeps our operation running to its fullest potential and the very reason why our clients get the best results from their marketing plans. From content creation to customer care, from web design and development to SEO and AdWords, the CAYK crew possesses a skill set that is as finely tuned as it is diverse. No company should take their team for granted, and we certainly don’t.

Today’s Inspiring Digital Tools & Strategies

With sophisticated yet accessible tools around every corner, troves of valuable information to tap into, influential thought leaders eager to share their knowledge, and sharp new strategies taking shape all the time, there’s never been a better time to be a marketer. At CAYK, it has always been one of our highest priorities to help our clients benefit from the latest and greatest approaches. While selecting the best tools and strategies may be no small feat, it’s always an enlightening experience for us and the businesses we serve. We couldn’t be more thankful for a marketing community that is as inspiring, dynamic, and challenging as it’s ever been.

Happy Thanksgiving from CAYK! We’re always eager to express appreciation for you, and we hope you enjoy spending time with your loved ones during the holiday. As usual, if you want powerful marketing solutions for your business, call (403) 456-0072 and we’ll make it happen!

Internet Marketing

Marketing Considerations for the Fall Season

Like a savvy marketing expert, your digital marketing plan should be dynamic and responsive to the world around it. When it comes to a seasonal marketing techniques, the shift from summer to fall is a particularly important time. Here are a few things to bear in mind now that it’s arrived.

Key Holidays

You can make your marketing plan more seasonal in many ways, but fine-tuning your voice and online presence to key holidays is one of the most important. Thanksgiving and Halloween would be the most obvious examples for autumn, so be sure to make promotional offers a major part of your seasonal efforts. Fall holidays are also opportunities to spice up the graphic design of your email campaigns and other visual content. Finally, don’t forget that even small details can mean a lot. Wishing your readers a happy Labour Day weekend, expressing your gratitude for them around Thanksgiving, or paying tribute for Remembrance Day are all great touches.

Consumer Events

Autumn holidays such as Thanksgiving and Halloween are particularly significant when it comes to purchase decisions. However, this season is also home to patterns in consumer spending and thinking that don’t constitute “holidays” in and of themselves but are nonetheless important to bear in mind for countless business owners. Black Friday in November, for instance, should be a key area of focus if you sell consumer goods. It’s essential not to underestimate the importance of consistently researching and understanding how the behaviour of your audience shifts and evolves throughout the year, and the onset of autumn is no exception.

Your Marketing Plan

Maintaining the strength of your marketing plan is a year-round effort, but a change in seasons is the perfect opportunity to take stock of your performance and your decision-making. The more deeply you understand your leads and customers (and the data that represents them), the better. Does the end of summer typically bring you more engagement and business, or does it tend to be a slower time of year? Which products or services gain more or less attention during this time? Make extensive use of today’s marketing and analytics tools to examine seasonal patterns and implement that data to adjust your marketing goals and areas of focus accordingly.

Does your marketing plan reflect the seasonal nuances of your industry? This isn’t the only factor to consider when developing a strategy that strengthens your business. The marketing experts at CAYK are some of the finest in Calgary, so call (403) 456-0072 to take the next step!