Future Trends of What?

As someone who does Facebook Ads on their platform, it has been constantly changing.https://www.facebook.com/policies/ads/#,  I am sure that Facebook will continue to change its Ads platform as new regulations are prompted from regulations and past or future lawsuits.  Facebook had been sued over misuse of the facial recognition (https://thehill.com/policy/485168-facebook-sues-company-over-improperly-harvested-user-data)

and has been sued for being discrimination (https://www.reuters.com/article/us-facebook-lawsuit-bias/facebook-sued-for-age-gender-bias-in-financial-services-ads-idUSKBN1XA2G8). These new regulations and lawsuits require Facebook to delete specific characteristics that used to make Facebook targeting easier such as if your ideal customer was a single woman in their 30s in the richest zip codes, Facebook would allow you to target these customers. Due to the lawsuits, a marketer is now unable to target these specifications. The marketer now needs to dig deeper into Facebook’s demographics such as likes or interests. Keeping on top of the trends is key to being a top marketer and keeping your clients on the edge of the latest trends.

When using Facebook Ads, you now have to incorporate video because pictures doesn’t give you the engagement that your business needs. Video length ranges from three to five seconds because the average attention span of the audience on Facebook, YouTube, Twitter, or Instagram should be less than 90 seconds, but needs to be entertaining otherwise the user will continue scrolling after eight seconds. https://go.yumyumvideos.com/blog/the-8-second-barrier-why-is-it-so-important-for-animated-marketing-videos. While in the year 2000, the average attention span was 12 seconds, in 2015 it was 8.25. This goes to show that the attention span is only getting shorter. This just means that you need to hook the audience within the first 8 seconds otherwise you lose and your competitor who creates a better video will get the sale.  Engaging and enticing are the key points to your video ad. 

While many companies have programmed chatbots from companies like ManyChat, Facebook has discouraged companies from bombarding customers with messages. Before, you could engage with your audience in real-time allow your audience to feel like they were getting the answers at their convenience at their time rather than when business hours. ManyChat has allowed businesses to engage with their audience at their time. The well written chatbots makes the customer feel like they are talking to a real person. 

Facebook isn’t the only platform that allows websites to sell their products that are usually drop shipped from places like AliExpress.com. Amazon has allowed these companies to have their products drop shipped as well. If the company wants to allow for Prime, the company orders their product from China, then ships it to one of Amazon’s warehouses for them to keep stock allowing Amazon to control how much of that product is allowed. It uses algorithms to help decide how much room is available and how much time it would take to get rid of the product in the warehouse. This is why you see sold by Amazon or that its sold by a different company. 

From my point of view, this can be great because you don’t have to find a reputable seller on aliexpress.com looking at the five star rating and the different reviews available and allows you to get the product that much faster versus having to wait thirty or more days to receive the product. But, you may or may not know that you are getting ripped off. The person upsells the product anywhere from 50% to 1000% depending on the demand for the product. I have found products that I really liked that were advertised to me for $19.99 only to find out that they were $2.99 on Aliexpress.com. Good for me knowing about this website, bad for the company trying to see the product to me. 

While companies are trying to grab your attention on social media platforms, they are also trying to make sure you the customer has a good experience on your website. A good experience requires easy navigation and professional pictures and great customer service through email or chat. https://hbr.org/2015/11/what-a-great-digital-customer-experience-actually-looks-like. The chat feature is great if the customer is able to talk to a real person. Automation is great, but its very limited to the human touch. Sometimes automation doesn’t solve all the problems. Most of the time customers want to talk to humans, not a bot going through the what if statements written in the code. 

Podcasts are getting more attention because people are more on the go. There are more universal apps for Android to listen to podcasts other than just on Apple devices. Podcasts are also getting more attention because Bluetooth allows headphones to be wireless. These wireless headphones allow the population to be plugged in for long periods of time especially if you have apple pods which makes your headphones nearly invisible. If you have hoody on or have long hair, one person might never notice it. I know there were times when I would think people were saying hello to me but actually speaking to someone on the phone through their headphones. I never even noticed it. 

The year 2020 is going to be where the bots get smarter, the marketers get more clever with their targeting and re-targeting with Facebook demographics, and Google is going to get smarter with helping business getting leads through their service and more people are going to watch video without sound and finally more customers are going to be listening to podcasts. To continue to generate content and create great conversions, the digital marketer must be on top of the technology otherwise they will get lost in the digital world without even realizing it. 

digital marketing 2020
Future Trends of What?

Everything available at your fingertips

Times are changing faster than we know. I remember getting my first phone that had a sliding keyboard in middle school, and being so excited for that. Thinking back how that was only around a decade ago times have really changed. To think I would have had everything at the touch of my finger tips now is crazy to me.

“You cannot change any world unless you become a vital part of the changing.” 

― Munia Khan

source: https://www.goodreads.com/quotes/tag/changing-times
Everything available at your fingertips

Spoonfuls of Sugar: A Perspective on Digital Marketing

“Yes.” 

The entire purpose of marketing is to convince a potential consumer to say this one simple word. It offers an agreement to make a purchase for a specific product or service. However, in order for a marketing plan to succeed, there is set criteria that have to be considered and evaluated; there are strategic moves that have to be played.

As a student who has taken a diverse array of marketing classes, and who has plans to pursue marketing as a career, I’d like to say that I could point out these specific factors in any everyday situation. As a seventeen-year-old high school senior, however, I can say that is not the case even though I am personally and professionally marketed to every day. 


For example:

My sister, in her sweetest angel voice, asked me if she could borrow my favorite white sweater.

I said yes.

My boss, after mentioning the possibility of a potential raise, asked me if I could stay late.

I said yes. 

My mom, knee-deep in last week’s laundry, asked me if I could do her a favor and wash dishes.

I said yes. 


In each one of these scenarios, I agreed to something that I didn’t want to do. I didn’t want to give away my sweater; I didn’t want to stay late; I didn’t want to wash dishes. And yet, in every scenario, I agreed to the conditions.

So what was it that made me say, “Yes” to those questions? What made me change my mind?

In my opinion, the answer is as simple as this: a spoonful of sugar. 

Now, I don’t literally mean a spoonful of sugar. (Although, I wouldn’t argue against it if offered.) What I mean is that each individual knew that they needed to add something beneficial or sympathetic―something sweet―to the service in order for me to agree to their terms. These alluring additives took the bitter taste out of the undesirable action, finally convincing me against my previous position. All of these individuals knew exactly how to market their situation to me. However, situations in my personal life are not the only thing that this applies to; this idea is also applicable in any marketing opportunities. 

It is no secret that the world of marketing has taken a dramatic shift in the last half-century. Diverse audiences have grown, new products have been developed, controversial opinions have been authored, and companies have been trying to keep up with this progressive age. However, the main goal for these companies and the world of marketing has still remained the same: to maximize potential revenue. 

This is where the “spoonful of sugar” comes into play. As technology began to become more accessible, and the world became more fast-paced, the marketing world was forced to change as well. Newspapers were being read online, television was beginning to be watched through online providers, and they recognized the fact that they would need something “sweeter”, something more alluring, than the door-to-door salesmen.

Similar to the techniques used by the individuals in my examples, the business world created the concept of digital marketing as their alluring idea. However, no matter it being a relatively new concept, I’ve had the opportunity to see how compelling it can be. 

Last year, during my junior year of high school, I was given the opportunity to hold a position on the Social Media/PR committee for Wisconsin Leadership Seminars. Every year, the organization holds a fundraiser on Facebook to raise money for their annual conference. In order to increase engagement and participation, the committee agreed to pay for ads on Facebook. Even with encouragement, WILS couldn’t guarantee that their members would repost the fundraiser. With the advertisement, they were then able to assure that people would see at least see it. This action lead to a significant increase in donations for the fundraiser. 

Before this experience, I never really considered the depths of digital marketing and the significance of advertising online. Television ads are expensive, and especially in this situation, would have most likely proven ineffective as our target audience were the WILS alumni—much of whom already follow the Facebook page. It was much easier to get a “yes” from those who knew about the organization and were once a part of it.

People do not buy goods and services. They buy relations, stories, and magic.

Jeff Godwin

This opportunity allowed me to realize that marketing, especially digital marketing, involves much more than an attempt to receive a “yes” from consumers.

It’s is about the relationship between the company and consumer.

It’s about the story behind the business and message.

It’s about the magic of business.

Spoonfuls of Sugar: A Perspective on Digital Marketing

Social Sharing: The Power of Social Media

Having a website for a company is a big accomplishment, however, that does not mean that your target audience can automatically find the website in search engine results. One of the most popular tools to drive traffic to a website is through the use of social media. For the purpose of this article, we will take a look at Instagram as the main tool for customer acquisition.

The following websites are well-known, trusted brands that do a wonderful job at utilizing social media to promote their products and drive traffic to their website.

facebook application icon

 

1. Go Pro

Go Pro uses social media to educate the consumer about the qualities and abilities of its’ products. For example, they share photos and videos of action shots that are superior quality and very difficult to capture without the product. In doing so, they gain the customers attention while adding in links and direction to the company website. This is a great way to share content because it educates the consumer in an indirect, relatable way while also promoting the product.

This affects how the content is shared and the frequency of engagement because it draws in the consumer, first, and only thereafter promotes the website and product. Instagram is a wonderful tool for companies like this as it is all revolving around photos and videos.

black action camera

 

2. GQ Magazine

QG magazine uses Instagram to share the latest trends in men’s fashion via photos and videos. Instagram is a great tool for fashion companies as this industry is all about visual representation – therefore they are able to get the point across easily and directly.

Another great reason for fashion companies to utilize Instagram versus other types of visual marketing is because Instagram allows the marketer to tag and link the actual products that you are viewing in the photo. This makes it easy for consumers to identify what they like and, in turn, how to find it.

shallow focus photography of clothes

 

3. Cannon USA

Cannon USA also uses Instagram to educate the consumer on product abilities and functions, as well as showcase a gallery of product accomplishments. Very similar to Go Pro, this company uses the photos to gain the attention of prospects and direct them to their website through the use of links, tags, and profile information.

camera canon dslr electronics

 

In a Nutshell…

For Go Pro and Cannon, Instagram social media is much better than print ads for the sole reason that they are able to use product imagery to educate and entice the consumer with examples, all while providing links to products and the company website. For GQ magazine, social media is a better tool than print ads for the sole reason that they can promote their products via imagery and direct the consumer directly to the product being viewed.

 

Social Sharing: The Power of Social Media

Email Marketing

 

What Makes an Effective Marketing Campaign Online

First of all, what is email marketing? To put it simply, it is the highly effective digital marketing strategy of sending emails to prospects and customers. If the email marketing is effective, it will turn the prospects into customers.

Effective email marketing campaigns directly seek out the already identified target market. By identifying the target market, one is able to customize the emails in order to make them more appealing to the prospects and customers. Two popular ways that this could be done are as follows:

  1. Offering attention grabbing content that gets the point across and draws in the prospects
  2. Offering deals and promotions for visiting, purchasing, or signing up for content

business close up commerce computer

We all come across email ads that highlight a discount/ savings for new members. This is not only enticing for the prospect, but also allows the emails to target a new audience as well. Personally, what draws me in is having the savings stated directly in the subject line – otherwise i might not even open the email. If the subject line is not interesting or enticing, the person may immediately write it off as spam and delete the email altogether – not very productive!

Something else that draws me in is new content and originality. If I receive the same emails from the same company over and over; or similar emails from multiple companies it seems less enticing, and more annoying. This would cause me, and probably many others, to unsubscribe from these marketing emails.

 

What is CAN-SPAM?

CAN-SPAM stands for Controlling the Assault of Non-solicited Pornography and Marketing Act which came to fruition in 2003. This act was set up to protect consumers from unsolicited emails. The CAN-SPAM act lists out several requirements that the marketers must adhere to, however, the Federal Trade Commission specifically lists seven. These seven requirements can be viewed here.

The most important thing to take away from this act is that it keeps the marketing honest, identifiable as an advertisement, and makes opting out for the consumer an easy task.

 

Survey of consumers from different generations and their take on email marketing:

What makes these emails interesting and worth your time?
A) I only open emails that are relevant to me – in other words, if I already shop at this place or have been looking for an item that is listed in this email.
B) Most of the emails are not worth my time and I have them directly sorted into my spam folder.
C) I prefer email ads to be short and to the point. I don’t like having to read a bunch of fine print or get to the site only yo find out that the email was misleading.

Do you ever take any action on these emails? Why or why not?
A) Sometimes I do, sometimes I don’t. Like I said, if it is relevant to my current situation I will check it out.
B) The majority of the time I do not. If I am looking for something specific, I search for it myself.
C) If the email catches my attention then I normally open it and check out what the company is offering. If it is something I am interested in, of course I will follow the links!

Marketing or Spam?

All in all, a common theme here is that is seems people tend to get annoyed with frequent and repetitive email ads. If the marketing emails are attention grabbing, direct, and honest it seems as though they will be more successful in customer acquisition and retention.

 

Email Marketing

Email Marketing: Outdated or Underappreciated?

Can I get an Email?

 

“Can I get an email?” This seems to be the dreaded question that every retailer asks at the check-out counter. Out of pressure, I used to just hand it over. That ended when my phone crashed because I had around 10,000 emails overflowing my inbox. I’m now a bit more selective, and only use that email address for my “marketing” mail. However, now that it’s separated from my school and work emails, I no longer find it a nuisance to scroll through my messages of deals and savings. I mean come on, who doesn’t want to save a buck?

So yes, it might be a hassle to scroll through message after message to weed out the good from the bad, but according to Callie Hinman, author at Kuno Creative, email marketing is still a successful tool, and there are some pretty great perks that you might be missing. In the article 6 Reasons Why Effective Email Marketing is Still a Useful Tool, Hinman explains why email marketing is beneficial. But do consumers share the same view?

Here are what three email users had to say:

 What makes emails interesting and worth your time to open and read?

Jessica: Substantial discounts on products I’m already in the market for. I also hate emojis in email headings.

Karen: Having a key word that catches my eye or involves something I am interested in.

Jenna: Sales and discounts at stores I shop at, especially for online shopping. A code is so easy to copy and paste, so after recieving a coupon code for a certain store, I’ll scroll through their website to see if I like anything. It makes it a lot more likely for me to go through with a purchase.

Do you ever take any action as a result of the emails? Why or why not?

Jessica: If they are relevant to what I’m in the market for and they are a good deal. I un-subscribe to companies who send email offers daily, as well as those I know only use it for advertising purposes.

Karen: Yes, if it’s something that I need or am genuinely interested in.

Jenna: If it’s a good deal and I like a product they offer.

 

It’s clear there are mixed feelings about email marketing, and while there are a lot of perks, what if you want to opt out? That’s where CAN-SPAM comes into play.

 

CAN-SPAM? What’s that?

Many people don’t know what CAN-SPAM is, let alone why it’s important. The CAN-SPAM act stands for Controlling the Assault of Non-Solicited Pornography And Marketing Act of 2003. Essentially, it is a law that sets the rules that cannot be broken, and the requirements that need to be met regarding commercial email and messages. It also gives recipients the right to have companies stop emailing them.

So, if you ever want a company to stop sending you emails, it is required by law that there must be a clear explanation on how to opt out, and if not, there is a penalty of up to $41,484.

So future marketers, heads up! Obey the following and you should be in the clear:

  1. Don’t use false or misleading header information
  2. Don’t use deceptive subject lines.
  3. Identify the message as an ad
  4. Tell recipients where you’re located
  5. Tell recipients how to opt out of receiving future email from you
  6. Honor opt-out requests promptly
  7. Monitor what others are doing on your behalf

The details on those guidelines can be found here.

 

If you are interested in learning more about email marketing, here is an informational video.

 

 

Email Marketing: Outdated or Underappreciated?

You Might Be In a Secret Relationship With Your Dealer.

When I say dealer, I mean businesses that send you emails daily. You probably read them, you may get inspired by some and could potentially look forward to the next one. Coupons. Amazing, aren’t they? Unless, you talk to my fiancé, he may say something along the lines of me being a shopaholic but I consider it being smart and saving money.

This is where businesses strive. This is called Email Marketing. Email marketing is when a business promotes products and/or services. It helps develops relationships with it’s consumers and potential consumers. Think about it this way, remember when you got a coupon and an advertisement from your favorite store promoting a sale? Well instead of doing that through a stamp, they do it through a computer.

To see how well email marketing is, I asked three friends two questions.

Q. What makes emails interesting and worth your time to open and read? Do you ever take any action as a result of the emails?

A. Anne: I look forward to my Kohl’s rewards that come every month. And the savings I get when I watch for special sales on stuff. Sometimes I will get coupons from Pick n’ Save that give me a deal on my favorite yogurt. Kinda scary but kinda awesome. I definitely take my time going through emails and even categorize them.

Jesse: I think they are a waste of time and just delete them.

LZ: I don’t really open my emails. I have over 2,000 in my inbox. When I go shopping, I will search for coupons in my inbox but other that that, I don’t pay attention to them.

Email Marketing is Relevant

And probably will be for a while. It may even be more prominent then social media. While social media is great, email marketing is more direct while a post on social media could be missed by some. According to Hostpapa, 94% of Internet users use email, while only 61% use social media. That is a huge difference.

CAN-SPAM And No It’s Not That Meat In A Can

Basically, it is a law where businesses have to figure out if their email that they are sending is considered a legal communication or an illegal piece of unsolicited spam. If businesses are like, eh, YOLO, and send unsolicited spam and get caught, they have to pay some hefty fines and get penalized. Obviously, we can all think of emails that we feel are unsolicited.

Businesses have to make sure that they really are who they are saying they are. They can’t lie in the subject line, they have to inform you that it is an advertisement, you have to let people unsubscribe from the emails and make sure to take them off when they want off. There is a lot of rules but it’s honestly a good thing because who knows how many actual unsolicited emails we would get. For more information, visit the FTC.

You Might Be In a Secret Relationship With Your Dealer.