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Keeping Up with Digital Marketing Trends

Digital media platforms are constantly evolving with the goal of meeting the demands of the consumer and keeping them engaged. A new feature may be popular at the beginning of the year, and become irrelevant a few months later. Companies are in never-ending competition to generate the next big trend in digital media. For example, Snapchat’s parent company, Snap Inc., unveiled nine huge new features in 2016 alone. These changes in trends are especially prevalent with social media platforms as they require new and exciting features to keep their users engaged on a daily basis. Top performing social media platforms such as Facebook, Instagram and Snapchat are working every day to improve their algorithms and generate new features users will implement into their daily lives. To maximize your budget’s efficiency and generate a successful marketing campaign, it is vital to stay up to date with all industry changes.

Visual Content – Text-heavy content alone will not effectively attract your targeted audience. Visual content such as infographics, photos, and GIFs will captivate users initially while written content will keep them engaged. Finding a balance between the two will propel your marketing strategy to a new height. New features marketers should consider implementing into campaigns include:

• Facebook Video Ads – Over three billion videos are watched on Facebook each day. It is no wonder why companies have started to adopt this advertising platform into their marketing strategies. Facebook video ads are engaging and provide an eye-catching, fresh way to transfer information to users. Combine this with Facebook’s targeting options, number of daily users, and bid types, marketers have a unique opportunity to reach new audiences and generate a more effective campaign. To learn more about Facebook video ads, click here https://blog.kissmetrics.com/five-essentials-facebook-video-campaign/

• Facebook Collection/Canvas Ads – Collection/Canvas ads are available on mobile only, yet they present a powerful opportunity for marketers to reach audiences in a more innovative fashion. The ultimate goal is to increase traffic, which the platform has been rather successful in accomplishing. To read about success stories using Facebook Canvas ads, click here https://www.facebook.com/business/success/categories/canvas

• Video Ads in Instagram Stories – According to Instagram, at least 250 million users use the app’s Stories function every day. Incorporating ads within the Stories cycle is advantageous to marketers because they attract the user with visually appealing images and are not over bearing. The ad can be a max. 15 second video or a 5 second image, making it concise and effective.
Digital media is constantly evolving. Companies are working every single day to better position themselves in the marketplace. To better the position yourself and your company in the marketplace, take the necessary steps to stay up to date with digital marketing trends. For tips on how to keep up with media updates, use the following links:

Welcome Jennifer

We are pleased to welcome Jennifer Carter to our team! She brings over 20 years of combined marketing, sales, customer service, event planning, and management experience to Media Link, Inc. Jennifer graduated from Bellevue University in Omaha with a Bachelor’s degree in Human Resource Management. Prior to joining Media Link, Jennifer had a successful career working with Lee Enterprises for 12 years; 4 of those years at The Pantagraph in Bloomington, Illinois and 8 most recently at the Quad-City Times in Davenport, Iowa. Over the years, Jennifer has taken on multiple roles in advertising sales and sales management. She not only developed a great understanding of clients’ needs, she has helped develop and implement many successful print, digital and social media campaigns and long term relationships. She now has both the perspective from a media vendor standpoint and a media buying agency standpoint allowing her to create cost-efficient multi-media campaigns. In addition, her role in event planning has been pivotal, as she helped orchestrate the media partnerships, sales, marketing and event planning for the well-attended career fairs in the Quad Cities from 2009-2016.
Jennifer has been a member of the Great River Human Resource Association since 2013 and has served on the new membership committee from 2014-2016. She was also a “Big Sister” in the Big Brothers, Big Sisters lunch buddy program for 2 years.
Feel free to give her a call and say “Hi” at 309-786-5142!

Benefits of Multi-media Campaigns

Diversified marketing and advertising campaigns are vital to an organization’s success. The coined phrase “Don’t put all of your eggs in one basket” holds very true when marketing an organization’s business.   A business should diversify marketing efforts to multiple “baskets” so that the message is seen and heard by the most desired audience.

 

When making critical buying decisions, it is important to choose wisely and have a “media mix” as much as your budget will allow.  When you’re considering some of your possibilities, here are a few notes to keep in mind on some of the media available:

 

              Newspapers

  • Many readers are paid subscribers, so there is a sense of trust between publisher and consumer regarding the information they are obtaining.
  • Localized journalists and columnists engage readers. Newspaper websites are updated frequently throughout the day to capture breaking stories and attract viewers.

 

Radio

  • Local and regional station personalities have loyal listeners. When they hear a commercial announced by their favorite radio personalities, it is almost as effective as an implied endorsement.
  • Radio is a universal medium enjoyed by people at one time or another during the day, at home, at work, and even in the car.

 

Social Media

  • Social media sites are great for building a relationship with potential customers and enhancing existing customer relationships by offering the opportunity to connect in an entirely new way
  • You can reach your followers by posting updates at close to no cost.

 

Paid Digital Advertisement

  • You can pay using either CPM or CPC models and therefore have a very specific advertising focus (awareness versus driving conversions).
  • You can change budgets, creative, and target audiences whenever you like and target highly specific characteristics.

 

Television

  •  Has the ability to target psychographically
  • The combination of pictures and words can make a commercial more real and illicit an emotion that’s harder to achieve in other forms of advertising.

 

Have your media mix work the best for you by having the different media complement each other, so it maximizes your return on investment!

Marketing ABC’s for Small Businesses

When selling a product or service, marketing is the center point of success. From well established companies to start-ups, marketing helps you find your brand identity and establish yourself in the marketplace. There are several basic marketing strategies businesses can implement instantaneously without much effort and external support.

Establishing direct contact with your target audience is often the most effective and affordable way of advertisement.  Attend networking events with other professionals to build connections with colleagues in the industry and to inform them about what you do. Depending on your product/service, you could give out free samples to break the ice. These samples range from appetizers to brochures demonstrating your expertise. They help potential clients assess the quality of your products/services, but they can also create demand for products/services.

The virtual representation of your product is just as important as the physical. The marketing world today has taken to the internet, which means an online presence is a must-have. Having a professional webpage explaining your products/services has become an essential element and creating one has never been easier thanks to several online services. Ensuring your company’s webpage is mobile friendly is another milestone as the majority of people are now researching products and services on their phones and tablets.

Similar rules apply to your social media presence.  Creating social media pages on platforms such as Twitter, Facebook, Instagram, and Pinterest is a great way to reach your audience in a beyond targeted way. Every platform has its specific characteristics and many have a rather homogenous audience when it comes to age, geography, gender, and interests. Facebook is always a good start, especially as it gives potential clients the opportunity to interact with the company online. This interaction has become the new customer service, so actively cultivating your social media presence with posts and responses is necessary.

Once this has become a daily habit you can consider paid digital advertisement, although running a SWOT analysis once a year will help you determine where you currently stand, where you want to be, and how to get there. Generally, being organized, patient, and consistent are marketing virtues to value. Start with your marketing ABC, let it work for some time, evaluate results, and then adjust piece by piece by adding the D-Z of marketing.

Brand Architecture

An organization’s brand architecture matters. It organizes the relationship between main and sub-brands and determines the perception and reputation of each product and service provided. Let’s take Audi, Bugatti, Porsche and Lamborghini. There is no doubt these brands stand for high quality and luxury, but how would you feel if the Volkswagen Group, the owner of these brands, would offer these cars under their Volkswagen or SEAT brand? The cars wouldn’t change a bit, but the initial perception hearing Volkswagen 911 Turbo S instead of Porsche 911 Turbo S would loose its glamour.

Vice versa, loyal Volkswagen customers, fans of a brand dedicated to be accessible to all people (Volk = nation; Wagen = vehicle; Volkswagen = vehicle for the people/nation), would be confused seeing $25,000 cars standing next to $260,000 cars in Volkswagen showrooms across the US. Volkswagen has actually attempted to establish a luxury sedan under the Volkswagen brand in 2002 introducing the Volkswagen Phaeton, a $70,000-$85,000 vehicle that kept the distinct Volkswagen resemblance. Sales fell beyond short of expectations and production stopped in early 2016.

 

Surprisingly, even an international corporation like the Volkswagen Group violated these basic brand architecture rule of thumbs:

A successful brand architecture…

  • Is adaptable and flexible
  • Is simple and consists of no more than two/three levels of hierarchy
  • Has a strong dominant brand
  • Creates distinctive sub-brands whose audiences do not overlap (see Volkswagen)
  • Is based on sophisticated knowledge of the market and market segments

There is not a one-model-fits all approach when it comes to brand architecture. Every entity needs a distinct strategy taking into account the product/service provided, their target audiences, but also legal restrictions, especially when it comes to financial services.

Networking

Networking

The internet made it possible to establish a rich net of connections all across the globe. According to the six degrees of separation, we only need a couple of people who know someone who know someone to be linked to any person on this globe.

Being linked to someone doesn’t mean you truly are connected, however. Networking on an eye-to-eye basis simply cannot be substituted. Most frequently mentioned benefits of traditional networking include:

  1. Generation of Referrals & Advice: you might be looking for a new financial adviser or mobile phone carrier – rest assured: the person standing next to you has something to say about the topic.
  1. Industry News: we are all doing our best to stay informed reading newspapers and trade publications, but talking to a person who is experiencing the news on a daily basis in invaluable.
  1. Community: networking events connect you to your area’s community and creates a strong feeling of belonging. It makes you a part of a greater good and allows you to work for a better tomorrow for everybody in the community.
  1. Raising Your Profile: many networking events provide educational components. Be part of an expert panel or have a presentation about what made you successful. Be inspirational. Become relevant.
  1. Friendship: networking is business, but it can be so much more. You meet people who went to the same college, whose kids go to the same school, or who have the same exotic hobby. A simple conversation can truly connect you to a person.

We at Media Link embrace networking for the sake of creating better business, for a stronger community and for creating friendship. Whether it’s the Network @ Noon, Executives Club, Morning Network, PR Network Events, SBA & WBDC events or others please feel free to approach us and introduce yourself if you see anyone of us. We’d love to talk to you!

Source:

Top 9 Benefits of Business Networking