Nothing Micro About It

As I sit here in this day of technological advances that at one point where merely the dreams of others that became a reality, I wonder what does the future have in store for us? How will the landscape of marketing look in the future?

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Some of my earliest memories of marketing are of watching cartoons on an early Saturday morning and being bombarded with all these commercials of super cool toys and tasty treats that I should tell my parents that I need to have. I also remember as a teenager, paging through the latest issue of Sports Illustrated and coming across ads for cologne, cars and even cigarettes! Of course, marketing today has evolved a lot. We still have commercials and print ads, but there is an ever growing engagement on social media, websites, text messaging and emails. This is the now though. My expectation is the evolution will continue to occur and may even take place in ways not possible now.

Technological influences of the past.

So we are not going to analyze the entire history of marketing, however it’s important to note that marketing is not a new concept and there have been technological advances that have influenced marketing practices over time.  One of the earliest and most revolutionary inventions that had a big impact on marketing was Johannes Gutenberg’s printing press in the 1400s. This allowed for the mass production of information. Later on in the 1800s, a French journalist & publisher inaugurated what is known as the Penny press. It was the 1st news paper of it’s time to rely on paid advertising, which of course caught on quit quickly.

In the 1920s Radio advertising spot commercials and infomercials became a new way to as get your message out to a big audience.

In 1941 TV gave way to the first use of television advertising.

In the late 1970s, businesses had the ability to send commercial documentation electronically, but it wasn’t until the mid-1990s with the emergence of better security that lead to the rise in Ecommerce and a way for marketeers to direct customers to landing pages.

A memorable moment from the past.

One of the important aspects of marketing is to make it memorable and stand out. I can’t think of any brand that stands out in my memory more than Micro Machines. The commercials featured the super-fast talking “Motormouth” John Moschitta telling us how we needed to have these amazing tiny cars! And why do I remember these? There have been thousands of other products that I have seen, but  I remember being so fascinated by how fast the spokesperson in the commercial was able to deliver the message, I would even try to emulate it. So the phrase, “if it doesn’t say Micro Machines, it’s not the real thing” is just burned into my brain!

 

What is the current trend?

There are 5.11 billion unique mobile users in the world today, up 100 million (2 percent) in the past year.”

As we know the internet age drastically changed the marketing and advertisement landscape by gaining access to users online. The thing that shook things up and started the trends we are seeing today was in the mid-late 2000s, the release of the iphone. Smart phones had been a thing before the iphone, but with the rollout of the app store and convenience of mobile apps the revolution was sparked! Currently there are over 5 Billion  active mobile users world wide.

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It’s no surprise to see that marketeers have seen the huge opportunity to engage people using mobile devices. Companies are still involved in radio 

ad breakdownand TV, but there has been a big shift to Mobile. We can take a look at the chart from eMarketer that shows the current and foretasted percentage of advertisements allocated to each platform. With the growing ease of access to target customers using social media it’s easy to see why this shift is taking place. 

 

 

 

A prediction of the future.

So what does the future hold? What technological advances are on the horizon? We already have the ability to utilize smart speakers to create shopping lists and make purchases, but what if the speak worked in tandem with your refrigerator to place an order for milk through a grocery store app when you’re low? Maybe while your are traveling your vehicle gave suggestion on attractions to stop at or places to eat. Perhaps this feature could be used in conjunction with an auto pilot feature that would at the push of a button take you right to the location. Perhaps your entire home will be powered by Amazon or Google and you’ll be able to simply ask for an item or food and it will be 3D printed on demand!

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Nothing Micro About It

Video Marketing and does it UK?

Recently I was wondering about video marketing and advertising. I know it’s important, but where does it show up? And does it work the same if I was in the United Kingdom and not here in the United States?

vid mark

Video Marketing is a very effective business tool. The increase in the usage of smartphones has given video marketing a new life.  Mobile Video marketing is rapidly becoming the top marketing trend in the world. Studies have shown that mobile video marketing is even more popular than video marketing on desktop format. This is because of the fact that mobile phones are becoming more and more user friendly and people spend more time on their phones instead of looking at the computer screen.

One of the best things about mobile video marketing is that it has a global reach. You can market your business to millions of people through just a simple video.

Platforms For Mobile Advertising

A recent study conducted in 2018 has shown that almost 53% of consumers get engaged in a brand after viewing their video on social media. It is an established fact that people prefer to use social media on their mobile phones instead of their desktops or laptops. Social Media apps provide the most effective platform for mobile video advertising.

There are different types of mobile video advertisements. Some of them are given below;

In-Stream Video Ads

These are the video ads that are shown

youtube adto people before they are shown the actual video or page they clicked to see. The most prominent example of in-stream video ads is video ads on YouTube, 

which is a growing place for video ads.

 

“Every major European market saw continued growth on YouTube; Italy led the pack with a 32% increase in views, with Spain close behind with a 25% increase.”

When you click on a video, you are shown an ad that can be skipped after five seconds. These ads are an example of in-stream video ads.

Out-Stream Video Ads

These are the ads that are shown outside of the video player on a certain website. Let’s take the example of YouTube once again. When you are watching a video on YouTube you can also see a video ad on the side or top of the screen as well. These ads are usually soundless. You can also see these ads at the bottom of your mobile screen while you are using an app. There are certain gaming apps that need you to view a video in order to get some bonus rewards.

In-Display Video Ads

In Display Video Ads are the ads that are shown in search results and related video sections. They are based on the content you are currently viewing.

youtube ad 2

How does this work in the UK?

The methods for video marketing in the UK are the same as in the United States. The same algorithms are used to highlight your product to a specified audience. Your demographic characteristics, your location, and your past searches are some of the factors that are taken into consideration before an ad is shown to you on your mobile device.

You should always keep a few things in mind before creating your video ad for mobiles. Create an ad that would work on all mobile operating systems. Video ads should be short and to the point. Mobile Advertising has gained a lot of prominence over the years. Businesses in the UK and all over the world have realized the importance of mobile video advertising. This is one of the reasons that so many companies have started to invest heavily in mobile video advertising.

Video Marketing and does it UK?

To Social Commerce or To Not Social Commerce

Have you ever found yourself scrolling through facebook or twitter and then all of a sudden there is a advertisement for a product that seems just like what you’ve been looking for?

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At this point, it seems like we don’t even put a second thought into seeing them. They are on our facebook timeline, twitter feed and even among pinterest pins. Ads! And not just any ads, ads that make buying easier than ever. Social Commerce is all the rage for marketeers and we are both the unsuspecting victims and beneficiaries.

What is Social Commerce?

Social commerce is when a company uses a social media platform to advertise and sell products. most of these purchases can take place without the consumer ever having to leave the social media platform. An example of this is posting a tweet on Twitter which will allow a customer to purchase a product directly from the Twitter feed. 

pinterest

In another example of this, creative marketers able to use shopable pins on Pinterest. A recent article from Hootsuite shows that there are about 250 million people using Pinterest every month and with shopable pins you’re able to get your best pin in front of a target audience.

 

“Facebook is the top social network on the web. It’s a thriving beast of a social networking site on the web with about 2 billion monthly active users and more than one billion that log on daily” 

Is it the next big thing?

Social commerce is not only the next big thing, it’s the current big thing. There’s a saying, “Go where your customers are.” And that is exactly what marketers are doing. With 2 billion monthly users on facebook, 1 billion on Instagram and 320 million on Twitter, this is where your customers are. Social media platforms understand how valuable access to their uses are and have already integrated marketing/advertising channels into their platforms. Social media advertising spending is projected to reach over $18 Billion in 2019.

Where is social commerce happening?

Social commerce is happening across all the major social media platforms. The big 4 are Facebook, Instagram, Twitter and Linkedin. The Big dog in this bunch should be no surprise, facebook. In 2017 it was reported that facebook had 65 million business pages and pulled in about $7.2 Billion in mobile ad revenue

facebook ads

Can I Social Commerce?

So what does this mean for you? The simple answer is if you are engaging in selling/marketing, you need to be setting aside budget for social commerce.  It is no longer the future, it is the now. The nice thing is that social media platforms have made the process as easy as it can be for you to reach customers. The competition is stiff though. There will be marketers with more data and bigger budgets to cast bigger nets over targeted audiences. However, that does not mean you can not have success. It does mean you’ll need to do your research on keywords and target audiences.  Which is also something that with some practice, Google as facebook has greatly simplified. 

To Social Commerce or To Not Social Commerce

Do you even shop online, bro?

It’s 10:30pm, you kick off your comfy slippers, rest your night robe on the hanger and slip into your warm cozy bed. You nestle in, rest your head on your pillow, close your eyes and get set to drift off to the land of dancing gummy bears and edible cotton candy clouds. Just then, you’re met with a sensation of pure terror. It’s your sister’s birthday tomorrow, you’re meeting for breakfast and you forgot to get her a gift. Then, a sense a calm. You grab your phone off the nightstand, pull up your target app and confidently place an order for a card and cute sweater that will be ready for morning pick up. You lay back down, rest your head on your pillow and drift off on a sweet cotton candy cloud like a boss!

The World at our Finger Tips

There has never been a time when access to products have been easier. We live in a time when the world is at our fingertips. I know that I take full advantage of this when I need a good or service. And apparently, I’m not alone. A reported

“82% of smartphone users consult their phones on purchases they are about to make in-store and 45% read reviews before making a purchase.”

Recently I made a couple purchase, but each of those took different paths from when I started my research to ultimately making the purchase.

Purchase using mobile phone

My purchase began when with my son begging me to get him this item on a video game he plays. I had to ask him, how the heck can I buy you something that is in this video game? He said, “Well dad, you can go on ebay and do a search for people selling it.” And I was like, “How do you get it then?” And he explained to me that if we buy it he will meet the seller in the game and they will give him the item. My mind was blown. I had to see this in action. 

ebay

So, with great skepticism, I open up the ebay app and search for this item. And lo and behold, there it is, the item he wanted for sale. You’ve got to be kidding me. I make the purchase, the seller messages me the details, we log into the game and he now owns this much wanted item. 

Purchase using laptop

My second purchase was one that was completely unplanned. A few weeks back I’m at work while my wife is home with my son who wasn’t feeling well. In the middle of a meeting I keep getting notifications that my wife is calling me. Finally, thinking something might be wrong I call back. Luckily, all was well health wise, however my wife proceeds to tell me that the gutter on the back on our house ripped off due to the weight of ice buildup after melting from the roof and refreezing. Well, I had some research to do and fast. laptopThis time though, I didn’t reach for my phone. This issue seemed to me like I needed to sit down, pull out my laptop and really start digging into whether or not I could fix this myself or I needed to call someone. After about 20 – 30 mins of research and reading reviews I decided it was best to give a local roofing company a call to make the needed repairs.

Which is the right choice for me?

Well the honest answer here is that there really isn’t a right or wrong answer. For me, my tendency is when I’m looking for a quick review of information, or I’m in the moment and want to see if I can find a better price for a product on ebay or Amazon, I’ll use my phone. If I need to do a lot of research on a produce or service and I want to check multiple sources for reviews, I would rather take time, sit down with my laptop and a cup of coffee and really hammer out all the details before making my decision.

Do you even shop online, bro?

Advertise local, it matters!

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From gym options to chiropractor, when a customer has a need they are going to start their search on their phone. To be a successful business owner, you’re going to have to make sure you’re set up for these mobile searches. Not doing so leaves you at a disadvantage and may even be the difference in thriving and growing and your business or failing altogether.

What do I need to know?

Local advertising is the process of running advertisement that will target an audience in a particular geographical area. Specifically, it would mean a business is running an ad campaign which will put their ads in front of people in their area to get them to visit their business. An example of this is recently I had been dealing with some back pain. I of course went to google to do some research on what could be the cause. After spending some time researching, I opened up Facebook and just like that, an ad for a local chiropractor!

Why is this important?

The numbers are out and we know that when people are in need of a good or service, they are very likely to start their research from a mobile device. This means that at any given moment customers are actively searching for goods and or services that you may provide. If you are not targeting these potential customers and your competitors are, guess who will be getting their business?

How do I start?

Mobile advertising is a whole field of study and to outline everything one would need to know in a short blog post isn’t possible. However, two of the most common platforms most people use for advertising are Google and Facebook.

Google ads require a Google AdWords account which you are able to bid on keywords that a potential customer might use. Google will then display your ad on the top of the search page.

EX:

ymca

Facebook ads require setting up Facebook Ads Manager with a Business account. When creating an ad campaign you have the ability to target specific audiences by age, location, interests among others. Like if someone is searching for how to remedy back pain!

EX:
cornerstone

Advertise local, it matters!

The Making of a Marketer

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Greetings!

First a little bit about me.

My name is Dave and I’m a graduate of the NWTC Business Management program and I have a bachelors degree from UWGB. For work, I have an amazing job with NWTC and I also own a small hobby t-shirt business. One of my true passions is to be able to help others and I feel very blessed to be able to do that every day.

I’m currently working to complete a certificate in digital marketing. It’s crossed my mind to continue on and complete the Technical Diploma, but I’ll cross that bridge at a later date. I’ve been called a little crazy for my desire to keep Eric Thomastaking classes when I have a lot of other things going on in my life, but I believe in life long learning. I also believe it’s important to dream big and keep grinding.

 

 

So Why Digital Marketing?

One of the HUGE benefits of the web is that there is a very low barrier of entry into eCommerce.  That’s not to say there isn’t a lot of competition, but a person can literally set up an online store front and start selling products with a fairly minimal investment over a cup of coffee. Of course, it takes much more than putting together a store and having success selling products. If it were that easy, everyone would be doing it. It takes a certain set of skills and knowledge to make it all work. And if you’re following where I’m going with this, you’ve guess correctly that part of those skills and that knowledge is, DIGITAL MARKETING!

Digital Marketing encompasses a variety of areas. From Social Media to Email campaigns and Website SEO, but were all of these things ultimately lead to is some sort of sales funnel. I thought chapter 1 of Mobil Marketing Essentials did a nice job of explaining the new way of implementing a sales funnel.  A successful sales funnel continues after a purchase to  building trust and brand loyalty. Customers who become loyal to a brand are more likely to make purchases in the future and also tell others about the brand which will in turn create more customers.

It’s Genius!

 

The Making of a Marketer

Follow the leaders

3 companies you should be following on social media. 

 

Old Spice

old spice

One of my favorite companies whose products I use myself is Old Spice. Old Spice has been around long enough that my first memory is from my grandfather’s after shave shelf. However, today their products are still being used and they have evolved into a cool, edgy company. Old Spice is active on all major social media platforms, but their creative and over the top commercials are crushing it on YouTube with about 300 million views. I’d say that is pretty impressive for a male grooming company.

So what is the key to their success?

Old Spice has had several of their creative commercials become hits and go viral in the early 2010’s. This along with continued creative advertisement and partnerships with top sports spokespeople has helped bring Old Spice to a generation of younger customers who are active followers in social media.

T-Mobile

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T-Mobile is one of the larger telecommunications companies in the US. They are active on all the major social media platforms, and they are known for keeping their customers engaged and having fun doing it. Some examples of social media posts include promotional events such as concerts and sporting events, mobile phone products and articles about stand out employees like this:  https://www.t-mobile.com/news/james-buckingham-everyday-hero

So what is the key to their success?

Part of my background is working with a social media team for a telecommunications company and I have long been jealous of T-Mobile’s response team. Here is a look at a recent response to a negative comment on there Facebook time line. t-mobile response

Cellphone customers are a hard bunch to please, but responding to negative comments in a non dry or cookie cutter way keeps it young, hip and cool.

TED Talks

TED stands for Technology, Entertainment, Design. As their slogan “Ideas worth spreading” suggests, they share media of TED conferences. Conference speakers have a time limit of 18 minutes to present on topics such as, technology and design as well as academic, cultural and scientific subjects. Speakers range from trusted voices to icons like Bill Gates and geniuses like Stephen Hawking.

You can follow TED Talks on all major social media platforms and where ever you listen to podcasts. Currently TED Talks has just over 11 million twitter followers and ranks slightly higher than The Onion and slightly lower than Michelle Obama. And 11 million YouTube subscribers and their videos have been watched over a billion times!

So what is the key to their success?

For starters they cover very interesting tops and have huge brand association from very well known speakers and experts in those fields. And make the content easily shareable across social media platforms. They also dominate their internet presence by expanding and creating other related projects and events. By doing this they keep their audience engaged and dominate Google page 1 search results.

The Wrap

While companies can certainly gain exposure or become more relevant from a viral hit video or post, long term sustainable relevance requires work. “Everyone has a dream, but not everyone has a grind.” Success is not an accident or coincidence, it takes staying in tune with what others are saying and thinking about your organization and taking measures to respond and act accordingly when necessary.

Follow the leaders