Many marketers are scrambling as the rise of ad blocking technology ever-increasingly threatens their status-quo marketing landscape. Worries will continue to mount as our ability to litter our target audiences’ online experiences with ads, but this is not the digital advertising apocalypse, in fact, this is a tremendous opportunity to press further down the road we’ve all been on for the perceivable past.
Information inundated users have made it clear to the marketing community that they want quality content that is going to help them in their moments of need. We’re all so excessively exposed to ads in our daily browsing activities that most of us are learning to tune out much of what is shoved into our faces. Users are naturally adapting and learning to tune out the noise.
Enter content marketing, a method by which brands can produce useful content that is going to foster a relationship between itself and it’s target audience. Unfortunately, quality content is much more laborious and requires a much deeper level of creativity than throwing up some display ads across various properties online, and it’s for that reason that many seem to be ignoring the inevitability of content marketing as being the new dominant marketing tactic that brands need to adopt.
Since the widespread adoption of YouTube as a primary resource for video content, we’ve witnessed another remarkable opportunity. Influencer marketing has provided YouTuber’s opportunity to earn some revenue from their channels and provided marketers an opportunity to have a third-party present their product or service in a positive light to their target audience(s). As our “easy” advertising options continue to disappear, we’ll see a major growth in adoption of influencer marketing as a high-quality means of marketing a brand’s message.
So worry not fellow marketers and businesses, although we’re witnessing the decline of a principal medium, we’re also seeing the boom of a couple of others. What’s great is that these other mediums provide exponentially more value to our target audience thus casting our brands in a much more positive light, so everybody wins.
Adapt or perish.
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Imagine for a second that you’re the proprietor of a well-established local produce store. You’ve noticed your revenues dropping as your loyal customers are trying out the new big brand grocery store that just opened up in town. How do you compete? Wouldn’t it be nice to send an offer directly to your customers at the very moment they decide to try out the competitor’s store? Absolutely! This is not such a far-flung possibility with a tactic gaining popularity in digital marketing known as geo-fencing.
What is geo-fencing?
Wikipedia describes geo-fencing as “a virtual perimeter for a real-world geographic area.” To put it very simply, imagine drawing an enclosed shape on a map and being able to fire different events based on the type of action an individual takes while within that shape. With geo-fencing, in the case described above, we could draw a perimeter around the new grocery store and its parking lot and fire an event to send a very enticing loyalty offer for your own store, right at the moment when a customer enters that perimeter with his/her mobile device.
Geo-fence events can be triggered when an individual performs a trigger event within a specified radius of a given coordinate or within a coordinate-defined polygonal shape.
There are three main actions taken by an individual that will trigger a geo-fence system event:
- Enter – Triggers an event when an individual enters a geo-fence.
- Exit – Triggers an event when an individual leaves a geo-fence.
- Dwell – Triggers an event when an individual spends a variable amount of time within a geo-fence.
One lesser-known tactic is to use a time-release event after an individual has exited a geo-fence. For example, when a customer leaves your store, a system event is triggered to time the customer’s absence from the store. After a variable amount of time, let’s say 30 days (for the purposes of this example only), the system can fire an event to serve a “we miss you” offer.
Thanks to our connection to our mobile devices, this sort of advertising is very much a real-world possibility. Geo-fencing has many practical applications useful far beyond simply advertising, but isn’t it exciting to know we can reach our customers in those micro-moments when they need us most?
Geo-fencing is just one of many tools we employ in our digital marketing strategies at CurveFront. Stay tuned for more blogs clarifying digital marketing tools, channels, terminology, strategies, and more! Remember to share this article on your social media feeds, so your friends can learn about the flexibility digital marketing can offer. Thanks for reading!
Google AdWords hosted a quick live stream event today discussing the new battleground for brands. The event was hosted by Google AdWords employee Matt Lawson. Lawson brought many great points to our attention so we thought we’d do you all a solid by providing you with the five key takeaways from the live stream.
1. People desire more immediacy in addressing their needs than ever
People increasingly rely on their mobile devices and relevant search results to address momentary needs. Matt Lawson from Google AdWords used the example of a woman who broke her milk frother while making a cappuccino who turned to her mobile device, searched for a new milk frother, and made a purchase in the moment for the first relevant result she found. This behaviour of solving our needs with such immediacy has become what Google describes as the new battleground for brands.
2. People are maximizing their life experiences through “Micro-Moments”
People want to know how to live their lives to the fullest and having fingertip access to any answer you desire is helping people achieve this. Marketers need to be aware of these everyday needs and seek to offer creative ways to fulfill these every day “Micro-Moments”.
3. Mobile conversion rates grew 29%
Through data collected from websites across the web using Google Analytics, Google has found that mobile conversion rates grew a staggering 29% in this year. This brings back the example of the milk frother and how people want their needs fulfilled immediately. Our portal to having our needs fulfilled with such immediacy is our mobile devices and I suspect we’ll continue to see mobile conversion rates grow at incredible rates.
4. Google continues to set the bar as a resource to solve peoples’ needs
Google has many technologies that are designed to serve people’s micro-moment needs. From rich snippets to click-to-call ads, Google continues to push the threshold of what search can offer. By embracing these tools sooner than later you can be sure your brand will be well on its way to serving people’s growing immediate needs and shortening the conversion path for your sales. With these great tools everybody wins!
5. Marketers need to evaluate how they are serving people’s immediate needs
Matt Lawson offered a great list of action items that markets can incorporate into their strategies today:
1. Identify micro-moments that matter to your business
2. Deliver on people’s needs in the moment
3. Measure all moments that matter
As marketers, we want to measure everything but it’s important to find the creative metrics which tell the true story of user behaviour. Build personas for your customers, determine their needs and thoughts, and get creative with how you solve those needs and thoughts. This knowledge will certainly help us at CurveFront as we’re developing our next digital marketing campaigns and we hope that this information provides value to all who read it.