Living in the Micro-Moment

girl-925470_1280Micro-Moment- We’ve been hearing this buzz word from Think with Google for a few years now. Is your marketing campaign designed for the Micro-Moment?

Is this you when you think of your ad campaign? “My campaign gets a lot of clicks, but not enough conversions. My bounce rate is higher than ever and my cost per lead is too high.”

So why are you losing the customer at the click?

Let’s talk about what a Micro-Moment means and why it’s important. Consumers are spending more time on their phones than ever before and consuming more content than they really can process. They are checking their phones often throughout their day and in between tasks, but getting their information in short bursts, all while seeing even more content and ads for other products along the way.  But they are still making buying decisions from their phone, just quickly, with fewer details needed. This means that they are spending less time with your brand and site and want the critical information quickly.

Micro-Moment Marketing means that your message needs to get in front of your customer during the right micro moments that makes your product relevant to them.

Here are some tips to market for the Micro-Moment.

  • Have your ad campaign include a mix of digital media to get in front of as many relevant micro moments as possible. Include search, targeted display, retargeting, social media, and video.
  • Make sure to reach across all devices and digital channels to cover search, social, sites, apps, and connected TV. Also explore running different messages at various relevant times and places.
  • Make your ad creative simple with a clear, enticing offer at the forefront of the message and make your product stand out above all others. If you’re running video, have your main message be within the first 5 seconds.
  • Develop a landing page where the customer clearly sees the offer you are promoting in your ad rather than sending the user to your homepage. Users are not likely to explore beyond one page to buy your product.
  • Don’t send your customers to catalog or inventory pages when clicking on the ad for the same reasons above. Instead, the landing page can have a button linking back to your catalog if they want to explore more. The exception to this is if your products are low-cost impulse buys, a landing page with 8-10 different items to buy quickly should be fine.
  • Make the conversion easy for the customer where they can buy right from the landing page easily. Incorporate Venmo, Apple Pay, Google Pay, and Paypal into your e-commerce site.
  • If your campaign goal is based on a larger purchase decision or a service that’s not going to be decided in one click, adjust your goals to lead generation where ads can go to a landing page that has a simple form submission.
  • A lead generation form should include just 2-3 fields. Name, email and optional phone number will work, then continue the conversation over email marketing and retargeting.

Make sure you clearly express your goals and success indicators with your digital marketer and understand ad expectations. In order to get conversions in this Micro-Moment market, you will need a compelling offer, simple but well-designed creative, and easy transaction steps. For larger purchases, you’ll need to identify your customer through lead generation and then continue the conversation with ongoing messaging.

Micro-Moment Marketing is all about making an easy user experience to drive conversion without taking up too much of your customer’s time, while at the same time getting in front of the customer when it’s relevant to them.

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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. 

 

Sources

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. 

Goal: 

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

Solutions: 

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.

Results: 

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!

 

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.

Conference Marketing – on premise and off – 5 Winning Strategies That Drive Leads

Conference marketing – on premise and off – 5 winning strategies that drive leads

We know you invest a lot in your conference participation. From booth development and construction, collateral and giveaways, to the staff sent to man it, a conference is no light commitment. Yet so many times up and down the aisles of conferences big and small, there are the winners –  with people lined up to see what it’s all about, and the ones that miss the mark – booth managers sitting dejected behind a dish chock full of give-away pencils.

It’s not always about the product or service at hand. You wouldn’t be at the conference if the topic missed the mark, and people generally don’t go to conferences unless they have an interest in or work in the industry or subject being presented. Therefor we will factor that there is an inherent relevance. Attendees have some level of interest in your offering and you have some level of interest in speaking with them.

So why does it go downhill from there? There are 5 key, easy to identify challenges which many managers find hard to overcome. We’ve provided the strategies that will help you make your conference participation worth the effort.

  • Lack of planning and pre-marketing – Everyone is running a mile a minute leading up to the conference, how can you possibly do any “pre-event” marketing?

How to fix it: Get the list of attendees ahead of time, send a personal note (postcard, email or letter); PIXEL (cookie) the email or landing page of the promoted website where people will go to get more information, and add those individuals to a remarketing campaign counting down the weeks/days to the event. Reaching folks digitally is a great way to stay in front of them with your brand in a fun, consistent way so when they get to the conference, they have instant recognition of who you are and what you do, because of course, you will have read item #2 to reinforce this.

Include a special offer so if they stop by your booth and have the secret code – they get something unique or useful. One of my favorite uses of this tactic was a group who sent out actual invitations prior to the conference, including a branded coffee mug. In the letter, they asked prospects to come by their booth and meet with them to pick up the coffee to go with it (a $10 Starbucks card). Bribery? Maybe – but it worked, and people responded. Remember the theory of inherent relevance. Plus, you control who gets these special offers, tailor them to the industry, have fun with them or make it practical.

Is there a conference app? Most conferences are implementing conference apps like SummitSync to help conference goers network and communicate before the conference, during the conference and to stay connected after. Use it! SummitSync is a social app for conference goers.  You can quickly identify who you want to connect with, make appointments to meet and broaden your network, maximizing your time in attendance.

Use Lists. Have a check off list for everything you need to take, pull everything together a week prior and make sure you know the shipping dates and policies for the event;

Have a calendar – set dates to complete you pre-marketing efforts; your pre-booked appointments, travel times and post event follow up activities. Treat it all as if it was a very important meeting, and you can’t miss any of them.

  • Misalignment of message – whether you’re using up old collateral, brought the wrong banner (see #1) or have untrained people manning the booth – by not having a clearly identified Value Prop, visible everywhere and repeated often – you’re missing out on one of the key reasons for being there – branding and awareness of who you are and what you do.

How to fix it: ALWAYS put your best foot forward. Anything less and people will judge you for it. Invest in the best booth you can, make sure your collateral is up to date or don’t use it – offer an online version instead, organize what you need days ahead – do a mock set up to see how it all looks, and train your people! Give them talking points, arm them with samples, role play and ask challenging questions. Make sure your message and brand are familiar to attendees by following the tactics in #1 and repeat that message throughout the conference.

Reinforce that message by geotargeting the conference center and all the hotels within a logical 1-10 mile radius, and follow up your branding message with digital marketing to targets in the comfort of their hotel room or over dinner in a nearby restaurant.  Put out a NEW special offer to get them to stop by – maybe a conference survival pack with chocolate, water, extra coffee, and some cozy socks for weary feet at the end of a long day. Put your spin on it but make it meaningful. Have people register online for the goody pack and come by the booth to pick it up – that way you have prospect information being collected even while you are hitting the gym off hours.

  • Lack of engagement mechanism – why should people talk to you? Forget the stickers and bingo dots – unless you’re giving away an iPad or a Hover Board what’s going to get people to come talk to you?

How to Fix it: If you’ve done your homework from items #1 & 2 and planted a few seeds, even set up some pre-determined meetings, you’ll have people lining up to see what all the fuss is about. Promote designated times for demonstrations; don’t fall for gimmicks – I once had my photo taken with Cinderella at a health conference – I had absolutely no interaction with the booth who sponsored her – just stood there taking up their booth space saying “Cheese” – Gimmicks might get people to your booth – but not the right people. Instead offer live demos, compelling video on a big screen of people using your product or service and making their lives better because of it, or a Q&A session with the founder or inventor, developer, family, CEO or best client. Better yet – brand yourself ahead of time with special invites to have a personal demonstration or meeting.

  • No follow up plan – If I had a dollar for every business card I’ve seen collected in a fishbowl….

How to Fix it: For every business card collected have a next step identified – is it a call to discuss? – set a day and time as you collect the card, or is it a referral to someone in your organization – send an email intro in the moment. Identify the specific follow up activity for each lead or prospect and assign a deadline. Prioritize. Follow up with the most pressing and most relevant leads first. Delegate. If you have the support, delegate unqualified leads to someone else. In addition, do broad follow up to the list of attendees, reach back out digitally and retarget prospects who ended up opening an email or going to your website, use the conference app to check back in with connections and make the most of your time and budget by not missing a moment to do business with the people you deemed worthy to spend your time with.

  • Tracking for ROI  That’s immediate ROI as in closed deals, potential ROI as in feeding your pipeline, and lifetime ROI as in the long-term value of a newly acquired client or the nurturing and development of a current one. Many organizations fall-down here. It’s all lumped together with every other business development effort.

How to fix it: There’s no reason for this. Today’s technology allows for easier tracking than ever.  Most CRMs provide features to identify leads with source codes. Digital campaigns can be tracked and funneled into your pipeline with campaign codes and even if you are working with simple excel spreadsheets – add a column identifying your lead source. Follow the dollars. Use the data to justify your expense in both materials and time.

Simple improvements in each of these areas will help you shine at your next conference, have a deeper understanding of the impact you are having on your bottom line and make it easier and less stressful as you drive more qualified leads. For more information about geotargeting and retargeting, give us a call today. Enradius 800-838-1184.

*Photo Credit: Adler Display

Top 7 Geotargeted Marketing Strategies for B2B (Engage me part 3)

Geotarget

Geotargeting is a great way to get your brand or services in front of the decision makers you need to reach. From the C suite to HR, middle management to small business owners – find their digital footprint. Then position your business in front of them, seamlessly, as part of their everyday online experience.

In the previous post we covered curated ads. Ads directed to a targeted profile, receptive to the message based on demographics, behavioral and geographical markers. Here we will dive into how this applies to B2B.

Your brand’s online presence is a critical component of your overall brand perception.  As mobile has overtaken desktop, and more time is spent online, more conversions happen in this space. Businesses need to have a greater presence in this conversation.  Here are strategies to leverage to drive effective B2B results with geotargeting and retargeting

  1. Find their footprints: Two great ways to find your audiences are by using Audience Insights and Lookalike Audiences.
    1. Use Audience Insights to review demographics and purchase behavior, as well as details around interests and lifestyle. This information will help you understand how to reach who currently connects with your brand. Tailor your creative and target prospects with interests and demographics based on these insights to change how they perceive your brand.
    2. Use Lookalike Audiences to find more people who look like your best customers.
  2. Some ads are better than others – Create ads that build awareness and consideration. An ad is only as “good” or effective as the quality of its composition. From how it’s written, to the images used, to making sure the call to action is functioning (no broken links!), in the digital space you have good creative options:
    1. Video – video is where it’s at. People are responding and appreciating video communications and it’s the best way to convey your “story.” Here’s our videographer’s reel samples – http://www.outerloopmedia.com/#!motion-reel/cee5 He does a great job at “capturing the essence” These are an example of long version videos which would live on the landing page, and a short 15-30 sec “clip” with a call to action would be the “ad” to entice a click through, a registration, a phone call or a memorable intention.
    2. Carousel – Leverage multiple images within a single ad experience.
    3. Link ads – A compelling image and a strong headline, a bit of descriptive info and a call to action make up a good link ad. Make sure your telling your prospects where they are linking to and what to expect when they get there. (learn more here: http://www.enradius.com/services/zip-code-targeted-advertising-products/ )
  3. Geofence actual addresses – trying to reach nurse executives? Geotarget a radius around medical campuses and around hospital systems with demographic overlays for nurses; managers. Want to engage corporate travelers? Geotarget Airports with demographic overlays for business traveler or specific industry profiles.
  4. Geofence by city or zip code – Need to reach broad regions? Added behavioral data can help you saturate a region to reach the right targets.
  5. Retarget – pixel your website and retarget visitors with ongoing marketing; Retargeting is a process in which a pixel is placed onto your website or into an outgoing email. Once a visitor comes to your site or opens your email, a cookie is placed on their computer.  This allows us to ‘re-serve’ your message to them as a way to re-engage and bring them back. A Pixel is code that instructs a website to take action.  There are actually (2) types of Pixels.  A retargeting pixel and a conversion pixel.  Ways to Retarget:
    1. Pixel Your Website
    2. Pixel placed in an out-going email
    3. Pixel placed in a video at ¼ , ½, ¾, or completion
    4. On Facebook by matching up email addresses in your database
  6. Conquest your conference – to add some zing to your typical conference exhibit – geotarget the location of your conference. Nothing like reinforcing the message of your day behind the booth with some powerful online exposure as conference goers catch up on their favorite news or entertainment back in the comfort of their hotel. And again, a week after, when they’re back at home (Yes! We can do that!)
  7. A/B test your messages; targets; and networks – validate what works. Use data to drive smart marketing decisions.

Don’t have time or the interest to do all this? Don’t panic, give us a call. We can help.

Enradius digital geotargeting and retargeting puts you in front of the business decision makers you are trying to reach. We have the expertise in developing digital strategy customized to your organizations’ goals and needs. And we practice real time monitoring of campaigns to make adjustments in order to maximize your impact. You don’t get  that from an automated platform. Try  the B2B geotargeting recommendations out for yourself or let us help you manage your digital campaigns. We’re good at it.