Digital Marketing

Blog challenge 97/99: 6 reasons why you need a digital strategy

We thought this was worth sharing from Ashish Ganami, a contributor to Entrepreneur Magazine.

With new media taking over how we consume information, it’s becoming more and more important to stay up to date with the latest technology.

One of the biggest game changers of the past decade has been how people are consuming content. Advertising has adapted to that change by getting their products in front of people where they spend most of their time, on their screens! Space to communicate personal content and connect is now morphing into a space to find out the latest news or trends as and when they unfold.

The debate about the pros and cons of digital media versus traditional media is ongoing. We might not know the answer to that question, but we do know that having a digital marketing strategy is extremely important for any new age company.

1. Measurable

One of the biggest advantages of digital advertising is that it's measurable to the extent of impressions, clicks and conversions. Companies can calculate the exact return on their investment and optimize based on which platform or placement is giving them the best results. As opposed to traditional media where advertisers were throwing darts in the dark hoping their investment would yield results over a period of time for them.

There are ways to gauge the monetary worth of traditional media but at the end of the day, it’s mostly relative and approximate. With digital media, that’s not the case. It’s specific, targeted and involves a whole lot of number crunching with which you can actually see the results in monetary terms.

2. Cost Effective

Digital media, unlike traditional, doesn’t demand that we pay all in advance and then wait for the results. It usually follows a pay-as-you-go model; whether you chose a pay-per-impression or clicks or conversion you only pay for what you use. Like traditional, it’s necessary to set aside a budget beforehand, but the money utilised is usually based on the model you create.  It entails that you don’t pay the entire budget, but pay only in accordance to the clicks or engagements that you receive. In contrast, TV, magazine and OOH ads are notoriously expensive and unpredictable.

3. Flexible

With traditional, one can choose which medium works best for them and use slots based on that. Like what TV channel to pick or what slot on the radio to advertise in, etc. However, once the investment is made, there is little change that one can bring about in the plan since slots or channels can’t readily be interchanged in case the campaign doesn’t fare well. Digital marketing allows us to target the exact audience that we wish to get in front of and in a manner that resonates better with them. It could be with organic posts, video ads, etc. and in case the campaigns don’t fare well, we can update, alter or entirely scrap them if need be.

4. Automatic Optimisation as Per Platform

Smaller brands sometimes don’t have the resources to deploy on advertising and data analysis as they focus on the product. Digital marketing platforms help by optimizing the ads based on the type of people engaging with them and show the ads to only those people. That being said it is important to review your ads on a regular basis because at the end of the day no one knows your customer the way you do.

5. Gives Room for Creative Storytelling

With more and more digital ad formats being introduced every day, the possibilities in storytelling seem endless. Each format has a purpose on the type of storytelling you want to do. For example, Facebook offers canvas ads that allow the user to click on the ad and it is redirected to a native Facebook page with your products, videos and text that allow you to weave a story around your products. Google introduced showcase ads under shopping ads that allow different products of the same category to be clubbed together and be shown to the customer. There are other visual based ads and text-based ads that you can test from and see which format allows you to represent your product in the most creative way.

6. Customer Understanding

Never has there been a time where advertisers can get feedback on their products in a matter of clicks. Digital marketing gives room for direct interaction with the customers. Even though the ads are via the platforms, one can see how the customers are engaging, what they like or prefer over the other. This gives us a lot of scope to understand the customer’s perspective on our campaigns and how we can improve and build on them further. With every change, we get new insight which in turn helps us better the entire strategy.

It is important to understand that advertising moves with how consumers interact with each other and from where they get information. Traditionally consumers used magazines and newspapers, now they consume information on Google, Facebook and Instagram. It is important for advertisers to recognize these trends and tweak their advertising strategy accordingly.

Blog challenge 54/99: Results for our clients using Google

We received a call from a client today in the hospitality industry. It is always nice to hear the words, “We are seeing some good results from what you are doing with our digital marketing”. We have been actively maintaining their Google My Business account for about 12 months now, along with social media and Trip Advisor and for such a small business - we are able to see some incredible results.

  • 113 Calls to their phone

  • 379 Direction requests using Google Maps

  • 220 website visits

  • 2,270 views of their photos

Some of these stats are down on the previous month due to it being peak tourist season in July. We cannot stress enough, the importance of managing your Google My Business page correctly. This means posting engaging photos, replying to reviews, adjusting public holiday hours and providing accurate content so your audience and potential customers can find you.

This contributes to your Google Ranking and the endless persuit of maintaining your high position on page 1.

GMB results.png

Blog challenge 13/99: Google digital garage

So you are the type of business owner that likes to be across everything!! Let's face it, it is hard to relinquish control of things with your business - it's your baby, we get it. We meet several business owners that do their research prior to engaging us to outsource their digital work. We love to talk with people that have taken the time to delve into and learn about marketing their business. 

If you are wanting to specifically learn about digital marketing we suggest using the Google Digital Garage. You can head into the garage by clicking here. This resource offers a free, flexible, 'go at your own pace' training course in digital marketing. Simply follow the below steps within the garage:

Choose a skill: Whether you are a student or a business owner, at the start or at the middle of your journey, here you can choose the lessons that are right for you. The course will be tailored to your needs which we thought was very helpful.

Learn at your own pace: Each lesson is broken down into bite size education and you can create your own unique learning plan across any device that you own.

Get certified: Track your progress and receive an accredited certificate by Google, and the best part is that it is all free. 

If you have a marketing firm managing your online collateral, it pays to keep them on their toes by asking questions. By using Google's digital garage, your increased knowledge can heighten your agency's awareness and keep them honest!

Thanks for reading.

 

The digital revolution continues

So I have been doing a lot of research and reading over the past week and I am pretty damn excited to see where the marketing space is headed. Instagram launched IGTV (Instagram TV) this week. IGTV allows for long form video to be broadcast on the platform. Instagram is certainly taking a swipe at Youtube with this feature, as Youtube has been the dominant force in long form video for a long time. Instagram previously would allow only 1 minute videos - now with IGTV there is no time limit.

Traditional television seems to finally be making some strategic moves with it's more targeted addressable television advertising. The Seven Network trialed this earlier in the year during the rugby world cup. It is in it's early stages, but is sure to give advertisers a more targeted approach. In my opinion, this is desperately needed within the television industry due to increasing competition. It bewilders me, why the Australian television industry has taken so long to adapt and invest in video ad serving platforms.

Facebook continues to grow at a rapid rate. It amazes me that Mark Zuckerberg (the founder of Facebook), discussed publicly that he was making changes to the platform to take it back to a more personal experience. Like it was in its infancy. Then there was the Cambridge Analytica scandal. This saw Facebook's share price drop to US$152 from US$183 in March 2018. The media does what it does and went a little crazy over it but now, looking at the share price today, Facebook has well and truly recovered with it's share price now at US$201 today. 

Have you heard of Esports? It's online gaming and it is huge. Who would have thought that people would enjoy watching other people play video games....for hours! It is here, it is happening and it is a huge industry. Some numbers, 

  • Esports Global Revenue: AUD$696 million
  • Brand investment by 2020: AUD$1.5 billion
  • Esports enthusiasts in 2017: 240 million

This represents a huge opportunity and audience for advertisers, brands and companies. We are loving the innovation, the direction and the challenge of what is ahead in our field. If you want to know how you can capitalise on any marketing opportunity - just contact us for a chat. Q3 2018 - Bring it on!