The Future of Mobile: Revealing Patterns
People are on the go more than ever before and mobile phones, tablets, and computers have become a part of daily life. Sure, there are plenty of issues for marketers that come along with that, but too many articles focus on the negative and how to work around it. Let’s talk about the future of mobile, and about some of the trends that we see forming.
One of the things that businesses need to focus on is going where the people are. This means putting your advertising where people are going to be. Native advertising lets you join the conversation and engage consumers.
More people than ever are performing searches on the go. Focus on ranking and advertising for mobile searches in order to stay ahead of the curve.
Content rules the mobile world. However, the fact is that the consumer gets more of a say in what they want their mobile content to be like. Tell your customers a story, and make that your mobile ad. Your consumers have a culture of their own. Discover it, and let that be your platform.
Social is the primary function for which people use their mobile devices. This is where your mobile advertising has to perform in order to engage consumers one-on-one. If you are successful, you will build your brand’s reputation in the eyes of the average person.
Wearables are the wildcard in the modern digital advertising world. They should be on your radar already as these are the ultimate on the go mobile devices. Digital marketing is no longer just about websites. As much as mobile devices have added apps to the market, they are not the end of the story either. The future of mobile and digital advertising is using a combination of methods that reach individuals across devices throughout their day. Done right, you can make your brand a part of their life.
|No comments||This entry was posted by EIC Social Media Team on January 29, 2015 at 4:30 pm, and is filed under Mobile Marketing. Follow any responses to this post through RSS 2.0. Responses are currently closed, but you can trackback from your own site.|
Keyword Domains: Should You Invest?
The short answer is yes, keyword domains can be lucrative. At least, that’s what some current research revealed. Ten thousand URLs were studied in order to determine if domain names that utilized keywords still held any value in our modern SEO world.
At one time, domain names ruled search engines. Unfortunately, the wrong people realized that domain names had incredible value. They then bought up site names basically for two reasons: (1) in order to rank above more reliable competitors or (2), to sell to major corporations. Once Google caught on, they altered their algorithm to provide better results.
Today, many things affect what appears when you perform a web search. This includes keywords in the content, headings, geo-tags, backlinks from reputable sites, and more. People, thus, have stopped paying top dollar for exact match domains, as keyword domain names became dubbed.
This is interesting but what did the testing actually reveal? For all of Google’s work on perfecting their algorithm, the domain name still holds value for SEO purposes. In fact, keyword URLs earned better spots than many sites that had more site links and more keyword usage within the site content. Yes, Google may downplay the value of these site names, but they create a lot of ranking potential simply because they result in better anchor text on most sites.
So, what is the value to your brand? In some cases, it may be worth it to spend a little extra to buy that exact keyword matched site name you wanted—instead of struggling to take another URL and invest in thousands of links). After all, what is cheaper? Sure, you can build 35,000 backlinks to your site, but there are site names that will get you there faster for under $2,000.
That having been said, don’t just buy keyword domains for the URL’s and then give up on content. Customers still expect engagement, even if the content isn’t how they found your site in the first place.
|No comments||This entry was posted by EIC Social Media Team on January 22, 2015 at 4:30 pm, and is filed under Online Advertising. Follow any responses to this post through RSS 2.0. Responses are currently closed, but you can trackback from your own site.|
Reputation of the Brand: Managing Your Business’s Standing
One thing that every company needs to know about in our modern world is how to manage the reputation of the brand. Perception of a brand is a huge factor when it comes to sales, and that means you can’t run a business without knowing how to control that perception. Here are a few simple means for keeping your company in the good graces of the public eye, now ubiquitous thanks to the Internet.
Let’s start by talking about social media, since this is where a lot of brands get into trouble online. For example, how will you respond to negative remarks posted on your social media site? It’s going to happen. Deleting them is not the answer. Patience, and a well thought out business demeanor, is what will bend public opinion in your favor. This works even if the negative remarks are somewhat true. People love to see brands be down to earth instead of mighty corporate giants.
One of the biggest issues that brands face occurs when negative postings appear above favorable ones in web searches about the brand. After all, about half of searchers click on the first link. So, what can you do if those first few links are less than flattering to your company? The best thing to do is to respond to them. When people see your positive response, you have effectively diffused a negative comment.
Make sure that your company maintains a blog and does it well. This isn’t another sales tool, at least not directly. It’s a way to provide additional engagement. Offer content that keeps people coming back post after post. You can often rate the quality of your content by whether or not it creates a dialogue with your readers. These are the kinds of interactions that improve brand perception and cause people to recommend a brand to family and friends.
Don’t expect to change company perception overnight, but it only takes a little bit of continuous effort to produce positive long term results. The reputation of the brand takes time to build, but it is worth it.
|No comments||This entry was posted by EIC Social Media Team on January 15, 2015 at 4:30 pm, and is filed under Branding. Follow any responses to this post through RSS 2.0. Responses are currently closed, but you can trackback from your own site.|
Connect With Your Consumers: Some Social Media Tips
Pretty much everyone uses social media nowadays, which means most of your customers and potential customers do too. Just because social media is crowded, however, it doesn’t mean personal bonds go unformed. In this medium, this includes relationships with brands. However, as just about every brand is now on social media, how can you stand out from the morass of business accounts and connect with your consumers?
The number one way is by having genuine conversations with your friends and followers. This is a much better approach to using social accounts to push your product or service on people. Here are a few suggestions for using social media as a connection building medium (which is what it is meant to be), instead of just another sales forum that chases off users.
First of all, don’t constantly try to sell to your followers and friends. That’s not what they are on social media for. If you keep the tone conversational, instead of sales oriented, you can create a real rapport with people. That sort of engagement will ultimately do more for brand perception, and that’s one of the key elements in engaging consumers, especially in the long term.
Keep an eye out for people who mention your brand, but don’t comment every time the company name comes up. Moreover, don’t feel the need to defend the brand every time someone makes a negative remark. Make sure you have alerts set so that you can respond at appropriate times. After all, if you make the last comment in a conversation, only the original poster will see it.
If you are going to mention special sales or provide a discount/incentive for social media activity (follows, likes, etc.) then you need to create a CTA that lets people know exactly what you want them to do. Also, always be sure to follow up on any interest that people exhibit in you company. You can be persistent, without looking like you are stalking someone who simply asked a generalized question a few weeks back. To connect with your consumers, then, requires an aptitude for using social media to your advantage.
|No comments||This entry was posted by EIC Social Media Team on January 8, 2015 at 4:30 pm, and is filed under Social Media. Follow any responses to this post through RSS 2.0. Responses are currently closed, but you can trackback from your own site.|
Online Video Ads: Increasing the Visual Appeal
Digital videos are poised to take over the online marketing world. The only thing standing in the way is quality. The fact is it can be virtually impossible to determine the size or resolution of the screen on which your ad will be viewed. This and other factors prevent some companies from using digital video ads. Others are muddling through, and perhaps using them poorly. In fact, one recent study reveals that about 40 percent of online video ads are not using high enough quality video. With these factors in mind, here are a few tips for making sure that your video ads get the right kind of attention.
Let’s start by being sure that you are using the master file. The post production company should be able to make this available to you. The difference between high definition and standard definition when it comes to video quality cannot be overlooked. Even if you don’t adjust anything else with your digital video campaigns, using the HD master file will make a huge difference in quality.
For the next step, you have to keep on top of your ad server to make sure they are performing the proper quality checks. Each video should be tested to make sure that the frame rate, video quality, and color saturation are all correct upon playback. Make sure that they are using the master quality file so that no quality is lost during file transfers.
Finally, while this doesn’t affect the visual appearance of your video, you want to be sure to track views and conversions. This can let you know if there is an issue with the video. Fewer social media shares or conversions than similar video campaigns could be a video quality problem, and not an issue with the content. So, make sure the video is being view properly before deciding that your online video ads or marketing campaign was a flop.
|No comments||This entry was posted by EIC Social Media Team on January 1, 2015 at 4:30 pm, and is filed under Digital Advertising. Follow any responses to this post through RSS 2.0. Responses are currently closed, but you can trackback from your own site.|
Coupons to Create ROI: Using the Right Kinds
Digital coupons can be a great way to increase online and in-store sales, especially during the holiday season. Consumers are tighter than ever with their money thanks to recent economic issues. They want to know that they are getting a bargain. How can you offer the right coupons to create ROI and increase sales figures without having to give up your revenues? Here are some coupon tips to help you reach consumers and get them to shop your brand.
First of all, you need to consider the best way to get your coupon into the hands of your customers. While paper coupons still have their place, digital coupons attract a lot of attention and are easy to distribute. You can email all of your customers, or even a partial list if the coupon only applies to a targeted group. Apps are another great way to provide coupons for in-store use, since they can easily be scanned from a smartphone. Be sure to include a coupon code for use at your online store.
Social media is becoming a more common place to offer coupons and discounts. Plus, it can get your brand a little extra attention if done properly. Give the coupons out in exchange for a ‘follow.’ You can also offer special coupons or discounts for individuals who ‘Pin,’ ‘Retweet,’ ‘Like,’ or ‘Favorite’ a post. It encourages your fans to shop your brand, and gets your company a little extra social media exposure at the same time.
Also, don’t be afraid to just advertise the coupon code on your webpage. This is one of the best ways of using coupons to create ROI as it doesn’t cost anything to send out the coupons through email. Having the code also available on the webpage ensures that people who are not on your mailing list don’t feel left out. Discounts and coupons that are good on a single item, full price items only, or that require the first item be purchased at full price all offer appealing discounts while ensuring that your company still makes money on the sale.
|No comments||This entry was posted by EIC Social Media Team on December 25, 2014 at 4:30 pm, and is filed under Online Sales. Follow any responses to this post through RSS 2.0. Responses are currently closed, but you can trackback from your own site.|
How to Rule Advertising: Video Content
There are two words on how to rule advertising: video content. The fact is, video content already rules the Internet. For example, just check out how many hits trending videos get on YouTube. Facebook is also now filled with video content, (and there are more than a billion users who access the social network giant each month). In fact, in the UK about 33 percent of the population now views at least one video per week.
The Internet realizes that video content is one of the big things people go online for. It’s no wonder that broadband speeds continue to grow faster and faster. 4G wireless connections mean that people are watching videos on their phones and tablets, too. Because shopping and videos are two of the major activities people pursue on their mobile devices, video ads just make sense.
Recent studies show that 50 percent of all companies now use online videos to advertise their brand. The success of such campaigns will almost certainly breed more interest in video marketing. Volkswagen, for example, topped 150 million hits on three recent videos that they released. Even small businesses have found great success in driving sales using this medium.
Of course, one of the things having a powerful effect on the business world has been how social media allows consumers and brands to interact in new ways. Engaging content, especially video content, is a great way to interact with consumers and keep them interested in your brand between purchases. Strongly authoritative content brings enthusiasts back week after week, earning ‘Likes,’ ‘pins,’ ‘shares’ and other free advertising. Funny or emotionally compelling content can take the world by storm and give your brand global exposure, practically overnight.
Is it really too much, then, to say the answer to the question, ‘How to rule advertising?’ is video content? Or, that video is the future of online advertising? In many ways, it is becoming one of the dominant campaign types in the here and now. The market for video ads is already becoming more competitive, and brands are hoping to produce the next viral video. Where does your company stand when it comes to digital video advertising?
|No comments||This entry was posted by EIC Social Media Team on December 18, 2014 at 4:30 pm, and is filed under Online Advertising. Follow any responses to this post through RSS 2.0. Responses are currently closed, but you can trackback from your own site.|
Programmatic Buying Concerns: How to Reassure Advertisers
The latest buzzword in digital marketing is ‘programmatic.’ Most just throw it around without a full concept of what it even means. Basically it refers to automatic campaign optimization including, but not limited to, real-time bidding (RTB). With that explanation out of the way, the most important programmatic buying concerns are in ad fraud. With more and more of the buying process automated, how do you keep your business from being ripped off? After all, if people are going to keep automating their media buying, it has to be safe on both ends.
Let’s start with brand reputation. Brands spend untold amounts of money to associate their company with certain ideals and values in the minds of consumers. That reputation can be affected rather quickly when a consumer sees an ad next to content that doesn’t match up with their previous perception of the brand. When this happens, it makes for very unhappy clients.
Another major issue companies are having is that their ads are showing up in places that simply cannot be viewed. Obviously, a lot of money is being wasted if more than half of all online ads appear in places that can’t be seen by a consumer. One resolution of the problem may be found by using players that only kick an ad on when it is in a position to be seen. This way an impression is not created unless the ad is actually viewable.
Of course, bots and other non-human traffic are responsible for much of the unviewed impressions that occur from minute to minute. To protect advertisers, the false impressions must be detected and the ads prevented from being triggered by the bots. This is vital in order to keep advertisers convinced that this is a legitimate way to earn return on their investment.
It is vitally important that all programmatic buying concerns are resolved. If this is to be the future of the industry, there are still bugs to be worked out before advertisers will feel, and be, safe.
|No comments||This entry was posted by EIC Social Media Team on December 11, 2014 at 4:30 pm, and is filed under Business Tech. Follow any responses to this post through RSS 2.0. Responses are currently closed, but you can trackback from your own site.|
Facebook Ads Are Challenging Google: But Is There a New Champ?
Facebook has grown into a multi-billion dollar business because of a lot of smart business moves—many of which continue to fuel potential even after the quick startup. It’s certainly not about connecting college students anymore. It isn’t even about connecting the whole global community. Facebook has seen where the money is and they are targeting the digital advertising dollars that Google once had the majority share of. Clearly, Facebook ads are challenging Google, but can the monster machine of Facebook unseat Google from its throne of advertising dollars?
Facebook has been using ads to earn money for a long time now, but 2014 has seen a shift. The company developed Atlas to help provide targeted ads to users. They also introduced Audience Network, which is their ad network for mobile users. After all, isn’t that what people are doing on their mobile devices—checking their social networking accounts? With this shift, it’s no wonder that the cost of an ad on Facebook has already more than doubled this year.
Facebook wants to make money without having to push out so many ads that users get upset, as an upset user will search out another service to connect with loved ones, business contacts, and acquaintances. Thus, Facebook realized that the only way to increase revenue is to increase the prices of each ad. And why not? More people are using Facebook and their related services than any other networking site. The mobile advertising network, coupled with target advertising, has helped Facebook grab marketing dollars without inconveniencing its users. In fact, the average user probably has no idea what, if anything, has changed.
Google still controls nearly half of the market for mobile ads. This is a big deal considering that nearly 25 percent of digital ad spending is set aside for mobile ads. Don’t get me wrong. Google still has the high ground here, but Facebook ads are challenging Google. If anyone can dethrone the king, it’s Facebook.
|No comments||This entry was posted by EIC Social Media Team on December 4, 2014 at 4:30 pm, and is filed under Online Advertising. Follow any responses to this post through RSS 2.0. Responses are currently closed, but you can trackback from your own site.|
Things a Successful Entrepreneur Needs: Some Basics
In order to get your business off the ground (and keep it there) there are some basic business fundamentals that you need to use. Some are simple, such as having a goal to work towards. Some are logical, like investing in needed freelancers. Some require thinking outside the box and not being afraid to be unique. And, some needs are forced upon you like learning to evolve with the business and the economy. Here are a few more things a successful entrepreneur needs.
If you don’t have a destination, then you are wandering about aimlessly. Where do you want your business to be in five years? What will it take to get there? Without a plan, even an initially successful startup will eventually fail. Goals can also include setting a figure on the ROI you want for your marketing campaigns. Don’t just throw money away in advertising by not finding out which campaigns are working for you and which aren’t.
Don’t try to do everything on your own. Take some of that capital and have professionals take care of the necessary stuff. Let a CPA handle your accounting. Hire a web designer for your website, an app designer for any apps you will be releasing, and an SEO/ASO writer to get you ranked on Google and in the app store.
It can be tempting to just try and be like successful competitors, but you’ll never catch up that way. You need to be willing to take an occasional risk and be your own company. Imagine if Apple had tried to be just like IBM or Microsoft, instead of forging their own way.
As the business and the business world keep changing, adjustments are vital. Keeping up with different strategies and other things a successful entrepreneur needs is all part of the game. With the whole world walking around on their mobile devices, new startups need to capitalize on mobile technology. This is how you can gain an advantage over competitors who are slowly making their way into the mobile market instead of diving right in.
|No comments||This entry was posted by EIC Social Media Team on November 27, 2014 at 4:30 pm, and is filed under Business Tech. Follow any responses to this post through RSS 2.0. Responses are currently closed, but you can trackback from your own site.|