Debunking Digital Myths: Part 1

I recently shared a great article by Street Fight on how there are a lot of myths surrounding location data technology: Four Targeting Myths That Devalue the Real Power of Location Data by Jake Moskowitz published by Street Fight.

Some of the myths that he mentioned I’ve also heard from my clients- like the one where you can geofence a restaurant drive thru without geofencing the restaurant- can’t be done.

It got me thinking about the other myths I’ve heard about digital advertising that need to be debunked.

Myth #1:  I can target high income left handed golfers who own a dog and live in this zip code.

Reality: This myth is all about piling on too many layers of targeting and the misconception that the internet knows everything about everyone. I have clients that want to get very specific with their targeting and I am often explaining that less is more when it comes to targeting.

Yes, the internet keeps a ton of data about demographics and behaviors, but over targeting an ad campaign is never a good idea. The more layers of targeting you add, the smaller your audience pool, making it difficult for your campaign to scale and you end up missing out on potential customers. Like all advertising, online campaigns need reach and frequency, so you need a fairly large pool to be able to optimize for campaign success. Plus, layering on targeting increases your rate, so it’s better to cast a wider net at a lower CPM.

I realize the appeal of targeting is to drill down to exactly your likely potential customer and minimize waste, but the internet actually doesn’t know everything about everyone all the time. Targeting segments are mainly based on a user’s recent internet patterns. While you can find dog owners, left handers, and golfers, trying to find people who are all of these is quite difficult, especially when you are also targeting geography and layering demographics, which make the pool of potential audience even smaller. This is a silly and extreme example. The point is, the campaign needs to find enough people to scale.

The best thing to do is choose which behavior is most important to your business and go with that. And if you need to do two behaviors, make it an OR statement, which will target all golfers as well as all dog owners.  Just because the internet recognizes that the user is a golfer, doesn’t mean they don’t have a dog. It just means the internet doesn’t know it right now because their current online patterns haven’t shown it. Adding household income requirements just adds another layer of targeting. You can assume a user’s income based on your target zip code and their expensive hobbies.

Myth #2 Your AI devices are listening to you.

Reality: It’s true!! Well, not really in the way we think. The answer is yes and no. myth buster blog photo

This is one that sometimes even I want to believe.  Just the other day, I saw an ad for Whole Foods minutes after I was talking to a friend about it.  I made a joke that “they” were listening in on our phone conversation.

Here’s the truth about when your device is listening.  Your AI devices in your home and your phone are always listening for you to say the trigger phrase that activates the device to respond to your command. This would be “Hey Siri”, “Okay Google”, or “Alexa”.   Once activated, the device is listening and processes your command within the device.  Occasionally your command is saved and stored by the device companies on a cloud. They use these recordings to track command patterns and improve the devices’ capabilities (ABC News, 2019). Amazon is very open about this and Google has also explained how their triggers work.

However, your phone and home appliance are not listening to normal chit chat or phone conversations.  There has been speculation that the Facebook app has thousands of secret trigger words that it uses to collect data, but it’s not true and researchers have disproved it. It’s also not realistic as it would be too much data and too expensive. (Android Authority, 2018)

Facebook is not listening to your conversation at the bar and Amazon is not serving you an ad because you said a product name out loud.

So what is going on here? It’s all psychological.

We are served hundreds of ads a day. Some relevant, some not. Advertisers are taking a gamble that throughout their campaign their ad will become relevant to you at some point during their flight. They are already targeting you based on demo and behaviors, so chances are at some point the ad will be relevant to you.

When we are served ads that we don’t need at that moment, we don’t notice it and forget we saw it. But most likely,  you’ve been served the ad before and maybe a few times. But it left your consciousness shortly after because it wasn’t top of mind. But now that you’ve talked about it, you are paying attention and what was irrelevant and invisible to you before is now very relevant getting your attention.

After I saw the Whole Foods ad, I wanted to believe they were listening. But after I took a step back from that conspiracy theory, I realized it was in my head. I am an Amazon Prime member who reads articles about healthy eating, who lives less than a mile from a Whole Foods. I probably was served the ad a few times before.  It was my brain that suddenly saw it there. And this is how digital advertising works so well.


Come back for Part 2 for myths related to your ad campaign success: Myth #3: Banner ads don’t work. I’ll never see an ROI; Myth #4: Digital ads are only for large companies. 



Triggs, Robert. (2018). No, your phone is not always listening to you. Android Authority,  (https://www.androidauthority.com/your-phone-is-not-listening-to-you-884028/)

Alexa is always listening- And so are Amazon Workers. (2019). ABC News, (https://wtop.com/tech/2019/04/alexa-is-always-listening-and-so-are-amazon-workers/)

Art: SOMFL. (2018) Instagram, (https://www.instagram.com/p/Bea2AnLhrVd/)


Map Your Marketing

So you ran a digital campaign and in return you are given a confusing report showing the delivery results- typically impressions, clicks, and CTR. Now what do you do with it? What does the report mean about your campaign success and how can you learn from it to improve your marketing strategy? Where did all of the impressions and clicks come from and what story do they tell?

3D mapping tool with heat map shows impression delivery and click distribution

At Enradius, we are taking a deeper dive into reporting data in order to learn about how your audience responded to your campaign, where there was success, and what you can learn about your campaign performance.

What we can track from campaigns has improved, and in addition to seeing impressions and clicks, we can now see where the data served geographically and by audience demographics. We’re using 3D and heat mapping technology to visualize campaign results and easily show comparisons, along with tables and graphs of campaign demographics to tell the campaign story and adjust your marketing strategy going forward.

Visualization of demographic data.

Map shows OTT video views across the region








written by Pamela Fasolo, Senior Digital Sales Strategist. For help with your digital media strategy and management, contact pamela@enradius.com.

Proximity Matters

proximity matters

Nothing is quite as powerful as close proximity to a store, business, or event to find potential customers. People who are in or around the location are more likely to step foot in the store and are more likely to turn into repeat customers.

Our mobile advertising solutions allow businesses to use location data to find customers in 3 unique ways:

  1. Geofence-deliver ads based on a device’s current location
  2. Retarget devices that have been in a specific location 
  3. Target a device based on its location in the previous 90 days.

Here is an example of using these options to drive website traffic. We have a client with a specific goal. 


To reach food and wine enthusiasts across the Baltimore area to promote a culinary education program.


Identify multiple food and wine events in the area. 

Geofence events to deliver ads as the event was occurring and retarget those devices after they’ve left the premises.

Identify other area colleges. Deliver ads to students who have been on those campuses in the past 90 days.


In just 2 months, we exposed their brand over 363,000 times and drove over 1,200 visitors to the client’s website. 

In addition to these tactics, we are retargeting users who have visited their website and finding the most qualified potential applicants on social media, including Snapchat ads, due to the age and habits of the target audience. More on the success of that particular campaign to come!


More Engagement, More Conversions

Did you know that your potential customer will put their trust in complete strangers’ opinions when deciding to buy your product or service? While your advertising will make customers aware of your business, social media recommendations and online reviews are often the deciding factor in whether or not your customer will convert. This is because today’s savvy consumer doesn’t always want to be advertised to, they want to be engaged. They want to have meaningful conversations with and about your brand to get as much information as possible before making a buying decision. We all know word of mouth is effective, but in today’s world of Yelp and YouTube, consumers are sharing and searching for product information with a lot more people than just immediate friends and family.


Many small companies avoid social media because they are afraid to see what people will say about them. They fear that a bad review and negative feedback from customers will ruin their business. They think that turning off reviews means they can stop any negativity. The fact is, whether you use social media for your business or not, your customers are still talking about you online. Users are motivated to create content about brands and post it on their own channels.


Social media users are forming online social circles made up of people with common interests, and they trust the other people in these peer groups regardless of whether or not they’ve actually met. Users in these peer groups are asking about and volunteering information about products, and their peers are more than willing to pay attention. Members of the groups can use the platform to ask or share about everything from where to get their car fixed, to what to feed their dog, to obtaining a local real estate agent. Many of these posts will get hundreds of comments with recommendations. If a typical Facebook user has had an experience they want to share, not only will their post on their personal page to reach their 200-500 friends, but they will also post on these peer group pages reaching thousands of members.


So how can you fit social media and user engagement into your marketing strategy for 2018? Consumers want a relationship with the companies they frequent. Think of your brand as a person on social media rather than a business, and engage with your followers. In your Facebook posts, talk to your customers. Show them what goes on behind the scenes that they wouldn’t normally see. Ask them what they thought of your event, sale, or new product, and respond. Make them feel like your business is a part of their community, not just a company.  You can’t stop people from talking about you in their social circles, so become a part of one in your community.

– written by Pamela Fasolo. For help with a social media strategy and management, contact pamela@enradius.com.

Keep Calm and Facebook On!

Facebook announced big changes to its news feed, but what does this mean for businesses?

In a move that took many by surprise, Mark Zuckerberg announced that Facebook is shifting away from news and marketing in favor of social interaction. The news feed has changed dramatically over the years, but this transition seems to be a return to its roots. After all, Facebook has always been a social network. It’s not surprising that they want to show users more personal stories from people they actually know.


Businesses have relied on posting content to their Facebook pages for years, but the seemingly constant changes to the algorithms made it challenging to find a formula that worked consistently. Recently, there has been a noticeable shift in lower engagement with any post using promotional language. Facebook has been making it clear that if businesses are going to promote themselves on Facebook, they’re going to have to pay. Many are saying this change will increase the cost and amount of ads on Facebook. So why bother keeping up with a Facebook business page?

woman on cell phone nice nails

On average 60% of all consumers research a business on Facebook. They’re more likely to make a decision about whether to patronize that business based on what they find there. Some of it is influenced by reviews, but it’s also based on how the business acts on social media. An active page with consistent posts is more appealing. It’s an indication to consumers that a business cares about the image they project online.


Engaging, organic content is the key to beating Facebook at its own game. Gone are the days of highly staged photos and text heavy ads. People want to feel a connection to a business, like they know the story and culture of the company, before they choose to spend their money. This is your opportunity to shine! Showcase what makes your brand unique. Highlight the MVPs on your staff. Give people a behind-the-scenes peek at your workday. Let them know about any community work your business does. Sell them on what makes your company great without having to buy a single ad.


At Enradius, this is the approach we use with our clients. We take the time to get to know each brand’s culture, so we can show the heart of the company on social media. We work to cultivate the relationships of a brand’s online community. We help build a base of loyal fans who actively engage with the brand. We keep an eye on trends to create genuine content that is timely and relevant. We help our clients weather the changes of the social media landscape whether big or small.

written by Taverlee Laskauskas, Editorial Maven and Social Media Strategist. Contact tav@enradius.com.

Four Tips for Your Small Business

We’re excited about Small Business Saturday and encourage you to #shopsmall this weekend. Here are a few tips from our experts on how to thrive in your community.

cute open sign

Saturate your local community.

Don’t worry about drawing from 30 miles away if you have neighbors who still need to be introduced to your product. Go for the ‘low hanging fruit.’


48853027 - young people sitting at cafe with mobile phones

Team up.

There are likely other small businesses around you that would like to partner. Meet them and team up on an initiative that serves your community together.


44104229 - shop.

Build relationships.

Both in-person and online. Consider social media as an extension of your in-person handshake. Building an online community that cares is valuable.


kid screaming into microhone

Ask for help.

You can’t do it all. If you know marketing is important, but it isn’t your strength or you simply don’t have time for it, let others play that role for you.

4 Tips for High Engagement on Digital Campaigns

posted by Kelly Jarvis
Vice President Digital Strategy – DC

We all want our advertising to be highly successful and send droves of people walking through the door, but we all know that doesn’t always happen. Millions of dollars are spent each year on advertisements that don’t work. Don’t be that guy. Use sound traditional marketing practices with solid knowledge of the digital world and create campaigns that work.


In a country where over 6 billion texts are sent each day, 68% of adult Americans are on Facebook, and there are 1.1 billion tablet users worldwide, it’s easy to argue that the place to find people these days is on their devices. You don’t need numbers to realize that. Just look around you in the grocery store line, the subway, or your own home.


Here are 4 tips for making your digital campaign worthwhile.


1. Know your goal.
What exactly are you trying to accomplish? What defines success? Is it getting viewers to click to the website? Walk through the door with a coupon? Make a direct purchase? Download an app? You have to work toward a specific goal in order to create an effective campaign.
If you’re playing in the digital world, make sure your goals are digital in nature. And make sure you have digital follow up. For example, the next action should be just as easy as the first click. Have a good website. Make a short and easy form. Don’t lose the conversion after you got them to click.


2. Create good ads.
This seems obvious, but there are a lot of bad ones out there. Remember: You have two seconds to catch their attention. The old adage ‘a picture speaks a thousand words’ is true! Find pictures that tell your story. Always use a call to action.
To do that well, use the old who, what, when, where, and why. Keep all of these things in mind when choosing profile targeting, creative messaging, and tactics.
WHO are you talking to?
WHAT do you want them to do?
WHEN are they going to see this?
WHERE are they going to see this?
WHY should they care?
If you didn’t consider all of this when creating your ad, then you might just be yelling, ‘ME, ME, ME’ at them instead of asking what THEY want to see/hear from you.


3.  Use all available ad sizes.
It’s a bidding war out there on the internet and you’re fighting for every piece of available inventory within the specific group you’re trying to reach. If a user is on a specific website that only uses the 300 x 600 size and you just didn’t include that in your creative, that’s a missed opportunity.  Mobile typically has higher engagement than desktop so that 320 x 50 size better be in the mix. 300 x 250 is very standard and while it doesn’t have as high engagement as some other sizes, you’ll still miss out on some key inventory if you simply don’t provide it. Make all the sizes your digital team recommends…and if they’re not recommending them, find another digital team.
With that said, if high engagement is your goal (see #1) and you have a very large geography and profile, then maybe go all mobile.


4. Rotate your creative from the get-go…and regularly throughout.
This is a good plan overall, but especially true if you’re targeting a very specific group. For example, a retail location targeting parents within a 10 mile radius should know that their intended target may see their ad a few times. As you’d imagine, each time they see it, the likelihood of engaging with it goes down. Either they’ve seen it enough and they’re annoyed or they’ve already clicked on it. Make sure you show them something different. Choose a few messages you want to get across and let them tell the story. Maybe you have a generic branding message, one special event, and one special offer that, together, make up the story you want to tell.


In a 3 month campaign, make sure you’re switching out (or at least adding in) new creative each month.  And please, make the creative timely. Don’t be talking about snow blowers in May!


Lastly, pick a good digital team that can guide you through all of this, bring great experience to the table, and will optimize your campaign over time to make sure you’re getting what you want out of it.


kelly head shot in front of church (2) About Kelly:
Kelly’s focus is to use her knowledge of traditional marketing and passion for digital to help businesses learn how to navigate the digital world. She built her career in the DC area in promotions and sales at major broadcast groups, including ABC Radio, CBS Radio, and Clear Channel, then served over 2,000 radio stations across the country to help them evolve to HD Radio Technology. She most recently served as Director of Digital for a Baltimore radio station helping to diversify their digital offerings and was an Enradius client before she joined the team. Kelly’s philosophy is to approach every task with genuine passion and excitement and she thrives on the creativity of finding the perfect audience and perfect message to craft a killer digital campaign.