How To Successfully Use Paid Media In 2020

How To Successfully Use Paid Media In 2020

Paid Media is an effective content strategy to help expand your brand reach, increase click rates and generate more traffic.  What is Paid Media? Paid Media is a method used by businesses to promote their content through sponsored social media posts, display ads, video ads, pop-up ads, and other promoted multimedia. This method of marketing can be an effective opportunity to help reach a broader audience, generate more traffic and increase brand awareness. The main goal of paid media is to help promote content and drive exposure. There are a variety of techniques and platforms that you can use to help improve your owned media.  LinkedIn– LinkedIn is the perfect platform to use if you are promoting a B2B audience. This platform can help you design a campaign and set a budget to help deliver content to the right audience. Sponsored posts on LinkedIn are found to have a positive performance. It is found that offers linked straight to a landing page converted at 500% higher visitor-to-lead conversion rate than a sponsored post. Twitter– Twitter is a great platform to promote tweets, which is a great way to boost the reach of your most engaging tweets and get them in front of a new audience. Twitter allows you to measure impressions, clicks, media engagements and retweets on your content. Promoted tweets help set ad objectives and can be placed on users’ Twitter feeds, the search results page, promoted trends and through Twitter advertising partners. Facebook– Facebook is another great platform that has a variety of paid media options. You can experiment with paid targeting advertising that can show up on your...
How Video Marketing Can Help Improve Your Business

How Video Marketing Can Help Improve Your Business

Need more ways to help advertise your business? Video Marketing is the best tool to reach your audience and to help increase brand awareness. With new tools being created and social media platforms creating video marketing tools, there are so many ways your business can create simple video advertisements. In 2019, internet users across the country enjoy video content and 85% of all internet users in the United States watch online video content monthly on any of their devices. Demand for video content is also increasing; 54% of consumers rather watch video content from a brand or business they support than look at a regular digital ad. The preference for video content is not just limited for entertainment purposes. Many industry influencers can be seen producing different types of video content based on the needs of their audience. Video is a powerful marketing tool that is successful for your business. 87% of marketing professionals use video as a marketing tool, especially since there is an increased demand for video content. The potential of using this tool can help increase user engagement and to improve brand trust.  Consumers are seeing video content increase on every social media platform. The best way to reach your audience through video marketing is on social media platforms like Instagram, Facebook, and Youtube. 73% of consumers claim that they have been influenced by a brand’s social media presence when making a purchasing decision. Instagram is becoming the fastest-growing platform that uses video content and also just recently included a shopping feature that allows users to purchase items right on the app. Video marketing not only...
Not All Campaigns Are Perfect

Not All Campaigns Are Perfect

When creating a campaign for your brand, there are so many factors to consider: Will this campaign receive a positive response? How will my audience react? Does the campaign have a clear objective or storyline? While there are some campaigns that are unforgettable, some businesses fail to create one that has the world buzzing about it.  Peloton, the maker of high-end exercise equipment, recently faced backlash over a holiday commercial they released. The 30-second ad included a storyline of a husband giving his wife one of the stationary bikes as a gift for Christmas. The wife is shown enjoying her bike journey as she records her daily exercise sessions and is seen using the bike frequently. The controversial ad received harsh backlash after its release due to awkward formatting, sexism and unhealthy body image. Many complaints featured comments about how the wife already seemed healthy and fit and that the woman seemed fearful when trying out the bike for the first time. Although many advertising campaigns can be interpreted in many ways, Peloton received such malicious backlash that their stock fell by 9% and lost about $1.6 billion in market value.  Peloton’s main objective with its holiday campaign was to celebrate the fitness and wellness journey. The company enclosed a statement addressing that they were disappointed with the outcome and how some have misinterpreted the commercial. The reaction on social media was overwhelmingly negative and even some publications criticized the video. So how will Peloton bounceback from this failed campaign? While Peloton has received malicious backlash from their holiday campaign, they plan to bounceback into the year with some...
Influencer Marketing – What’s the Hype?

Influencer Marketing – What’s the Hype?

Influencer marketing is becoming the next big thing in the social media industry. Brands are spending millions of dollars on influencers to help promote their product and increase brand awareness. In 2019, the influencer marketing industry was up to $8 billion dollars, whereas it is estimated by 2022 that it will be worth up to $15 billion dollars. Influencers mostly promote brands and products on a wide array of social media platforms like Instagram, YouTube, and Twitter. With technology advancing over time, it is now easier for influencers to reach more audiences. As the social media industry grows, so does the influencer industry. So what is the hype about influencers? Influencers are an attraction to the millennial age and young teens during this generation. Most of these influencers are big celebrities, but some have originated from YouTube who has gained a lot of subscribers and views from their videos. Influencers have huge power over consumers’ purchase decisions, especially with a younger audience because influencers have the knowledge and relationship with their audience and know how to attract them. Most brands hire influencers to focus on business to consumer sectors. If a consumer sees an influencer using the product they are promoting, they will most likely purchase that product.  Influencer marketing has been a marketing tool for a number of years. It simply started off as celebrity endorsements on television. Celebrity endorsements started off when makeup started to become popular and from then, celebrities have been promoting all different brands and products from fashion to medication. Most influencers have particular niches that help certain brands hire specific influencers to help...
Americans are changing how they view their media, how can marketers keep up?

Americans are changing how they view their media, how can marketers keep up?

In the last ten years, the way our society interacts with media has drastically changed. With the normalization of carrying a tiny flatscreen TV in our pockets, we can watch our favorite shows virtually anywhere. Cell phone service providers now sell more unlimited data plans than ever, and as a result, we are being constantly tempted by mobile entertainment.  That means we don’t interact with advertisements in the same way as we used to, in the form of television commercial breaks or radio spots. Here lies the concern for marketers. In a rapidly changing world, how can you make sure your message is still reaching as many people as possible?  What’s been going on? The current media trends are hugely impacted by the use of smartphones and other mobile devices. 2019 marks the very first year that United States consumers spent more time using mobile devices than watching television. As recently as 2014, the average US adult watched nearly 2 hours more TV than they spent on their phones “We’ve expected that mobile would overtake TV for a while, but seeing it happen is still surprising,” said Yoram Wurmser, eMarketer principal analyst.  Nearly three-quarters of all internet time is spent on mobile, as time spent on mobile increased 31%, while the use of internet on desktop computers decreased 2% so far in 2019. Allowing yourself to get sucked into watching one viral video after another has long been a preferred method of procrastination, and this hasn’t changed with the rise of the smartphone. Of time spent watching video content, American adults spend about 40% viewing on mobile devices, which...
Does the Future of Marketing Lie in DNA Analysis?

Does the Future of Marketing Lie in DNA Analysis?

The trend of marketers utilizing data about people’s buying habits and lifestyle is nothing new. This is done to tailor advertising to individuals, and make them more likely to purchase. Ever wonder why sometimes the ads that pop up on your facebook feed seem just a little bit too close to home? The sites you visit, the things you purchase, the region you live in and much more personal information gets tracked and analyzed, so you can be better advertised to.  DO Take it Personal Some say marketing could be heading towards a truly personalized future. Certain businesses have begun experimenting with using DNA analysis to perfect marketing efforts on the individual level.  They hope to pair consumers with products and marketing they will enjoy more, all while saving time and money. There’s clear interest in DNA analysis for personal use, which could be the beginning of consumers being willing to share the information with marketers. Use of direct-to-consumer genetic tests has been expanding. These over the counter home tests, such as 23AndMe,  provide access to one’s genetic information to make predictions about health and provide insight to ancestry. With more than 250 companies now in this market and sales projected to exceed $1 billion by 2020, this a vastly expanding industry. According to a recent study conducted by KPMG International Global Consumer Insights, 75% of consumers are willing to trade this personal information for greater personalization of products. Those already DNA-tested are more likely to be interested in receiving offers based off their results than those who have not taken a home DNA test, but reported wanting to...