Demographics Don’t Gauge Your Target Market’s Mood – Why That Matters

award_banners

Unknown-1In a climate ripe with data gathering and advanced analytics, the mood of our prospects isn’t often considered. We’ve come so far since the early days of advertising, yet in many ways we still rely on the yesteryear approach to marketing. Think about how we price advertising, which is archaic when you consider it’s best to buy ads one at a time based on analytic analysis. Equally outdated is the basic premise of demographics – a practice that begun in the 1920s – and it’s enduring focus on greater segmentation and third-party data collection with disregard to how we consume media in today’s economy.

In all of our advances, we seem to have missed the boat. Social media is the closest we’ve come to hitting the mark. Only in that arena do we realize that we have the means to speak to our prospects in real time. But, that’s where we tend to stop. We don’t acknowledge that that means we can advertise to prospects frequently, optimizing campaigns around prospects’ given moods.

If You Want a Personal Connection With Prospects, You Can’t Discount Mood

Much (if not all) of our segmenting is hard fact centered; we never consider mood. Yet, we increasingly want to use our technological advances to make a more meaningful, personal connection. It seems counterintuitive, and I’m not alone in this thinking.

We should be putting more emphasis on prospects’ given mood and optimizing from that vantage point. Media buys would then be adjusted to the content that speaks to the prospects’ moods, using real-time reactions. Traditional, long-held demographic segmenting practices alone will not get us where we want to go. We have to dig deeper and consider the moods of our prospects to reach them in a meaningful way.

Advertisements

Is Amazon the Next Great Advertising Platform?

website_banner

Amazon continues to experience spectacular growth in advertising revenues, so it’s worth it for marketers to look into this option. Now, that task is even easier. Last week Amazon released its inaugural 2019 Advertising Forecast, which published the results of a survey of 681 digital marketers and advertisers to better understand the challenges and opportunities that Amazon advertising products present.

Here are highlights from the report that I think are worth sharing.

44 percent of Amazon advertisers plan to add campaign automation tools in 2019. While the report shows that currently larger companies with revenue greater than $25 million are using Amazon ad automation tools more so than smaller businesses (under $10 million), both categories are equal in their intentions to use automation tools in 2019.

The tools they intend to use include ones from Kenshoo, Splitly, Sellics, Seller Labs, Prestozon, Pacvue, PPC Scope, Helium 10, Adlucent, Jungle Scout and Ignite, as well as proprietary tools.

Marketers will benefit from keeping top of mind thatAmazon purchases are “bottom of funnel,” which means shoppers log on with a specific purchase in mind. There’s an opportunity to capture some market with “similar products” with an Amazon ad that Kenshoo supports.

Recognizing the potential on Amazon, there are an increasing number of tools being developed specifically for Amazon to help marketers. For example, Teikametrics offers a retail optimization platform that optimizes Amazon search term bids, product keywords and other search parameters, and also supports the deployment of Sponsored Brand ads. Teikametrics takes advantage of the fact Amazon is often both the inventory advertiser as well as the order fulfillment center. Using this tool, sellers can zero in on important metrics like how many ads to run if inventory is low, or whether it is better to increase advertising or lower prices.

As Amazon continues to invest in its advertising offerings, marketers are looking for tools that will enable them to effectively scale and automate their campaign management. Amazon’s 2019 Advertising Forecast signals there is a substantial opportunity for new tools to help marketers do just that and that we’ll likely see ongoing innovation in this area as vendors work to meet growing marketer demand.

 

Three Primary Challenges Facing Marketing Executives Today

Platespinning-homepageToday’s marketing executives live in a very dynamic business environment and face new and complex challenges.  Among these challenges, there are three that I believe are most prevalent. The primary challenges facing sales and marketing executives today are digital integration, meeting marketing ROI objectives, and customer experience.

Let’s take a closer look at what’s involved with each challenge.

Challenge #1: Digital Integration

The reason digital integration is such a challenge is because marketing operations leaders are often not up to speed on the technology needed to fully bring their organizations into an optimized digital environment. Digital transformation is a necessity for B2B marketing operations and requires multiple marketing technologies.

Challenge #2: Meeting Business ROI

There is often a critical gap in business accountability when it comes to marketing operations. However, with increasing availability of financial metrics accountability, the position of the marketing executive has now become more and more relevant in the boardroom. We’ve moved from marketing being viewed as a nicety line item on the budget to a powerful and far more respected driver and supporter of the company’s revenue growth strategy. Marketing is now considered a must-have for overall business success.

Challenge #3: Customer Experience

Marketers’ new battleground is customer experience. Businesses are now required to pay attention to the experience they are delivering to their customers and would-be customers. The reason? Good customer experience pays in a major, major way. Nothing matches the success of a good customer relationship, and today’s technology gives customers ownership over their experiences. So, smart businesses are responding by becoming far more customer-centric. This means their marketing operations are driven by corporate strategy and operationalized by people, data and technology. This combination delivers a customer-centric approach that delivers real business results.

To be a successful marketing executive, these three primary challenges must be faced head on. This will enable you to transform your marketing operations into a strategic one that is primed to meet today’s challenges with forward-thinking, effective solutions.

 

 

7 Ways to Make Your Prospecting E-Mails More Powerful

Prospecting e-mails are a great way to start and nurture a sales relationship with potential customers. How we say what we say matters. And sometimes it’s the little things that matter most. This infographic presents seven really powerful questions that provide the perfect last punch to your sales e-mail. Take a look and considering using them in your upcoming campaigns.

Screen Shot 2018-05-09 at 10.23.29 AM

Screen Shot 2018-05-09 at 10.25.38 AM
Screen Shot 2018-05-09 at 10.26.28 AM
Screen Shot 2018-05-09 at 10.27.11 AM
Screen Shot 2018-05-09 at 10.27.54 AM

Would you like to learn more about lead generation and how I can help you grow your business in 2018? Contact me at dstein@producersdigital.com to set up a time to talk. And visit www.producersdigital.com.

 

Understanding Google’s Search Engine Results Page and Why It Matters

Marketers understand that in order to have a strong online presence, a website has to rank high on Google (or any other search engine) or prospects will likely have a hard time finding it. This is where Google’s Search Engine Results Page (SERP) comes in. The SERP is the page of options that comes up when you do a search. Each SERP is unique depending on the keywords and search engine used. It contains two types of content: organic and paid results. It also includes featured snippets, images, videos, and location-specific results.

This is Google’s way of trying to make users’ search experiences easier and more relevant. The SERP enables users to see on-page content without having to click into an organic result. This is great for users, but it can be problematic for marketers looking to capture attention in organic search results.

Marketers need to stay current with SERP features to learn how to rank higher. Search engines are increasingly more sophisticated. A few years ago if you searched the word “pizza” you would get a listing of pizza restaurant websites, a directory listing, review sites, and maybe some blog posts. Today that same search provides so much more. You’ll see an ad, a map with the closest pizza location to you, a Wikipedia page with pizza nutritional information, etc. This makes it harder for even the #1 ranked pizza place to be visible. There are ways around this.

Rich Snippets Enable You to Share More Info Before A Click

Rich snippets allow you to include images, reviews, descriptions, pricing, etc. that will come up in the search so users are more enticed to click.

Paid Search Results Put Your Site At The Top Of The Page

These are the ads and sponsored posts that you see at the very top of the SERP. Google differentiates paid searches from organic using visual cues that include providing a “sponsored” or “ad” label or by boxing off the paid search results.

Organic Search Lists Your Site Below Paid Search Results

In an organic search your site will appear in the order Google ranks it based on your SEO. It will be listed below the paid search results. Ensuring your site has engaging, relevant, keyword-rich content will help boost SEO to keep your ranking high and your site visible in organic search.

Here’s a visual for what each of these options looks like on Google.

Why You Should Use HTML for Your Marketing E-Mails

There was once a time when there was a valid concern regarding the deliverability of HTML e-mails, but that is no longer the case. So if you aren’t using HTML for your marketing e-mails, you should. Here’s why.

1. HTML Drives More Leads

With HTML you can build in interactive hyperlinks and calls to action that take your content to the next level, generating more leads and sales conversions than plain text ever could.

  1. HTML Is Responsive

Another advantage of using HTML is the fact you can offer an unsubscribe option. This gives your prospects the opportunity to opt out of future e-mails from you, so your list is comprised of only the best, most qualified leads who want to hear from you.

HTML also gives you the huge advantage of gathering analytics, seeing who engaged and how. This enables you to track and measure audience engagement and refines your e-mail marketing strategy based on what you find out.

  1. HTML Design Isn’t Busy

Often marketers worry HTML e-mails will be too busy. Not true. You can make HTML e-mails just as clean as plain text e-mail but with all of the added benefits HTML offers. In fact, HTML provides the perfect balance between effectively branding your company and controlling the content message, ensuring the content is the focus of the e-mail.

  1. Even HTML Design Must Follow Best Practices

When using HTML, you still have to follow best practices. Keep your design clean, your copy short, and your call to action prominent. Take advantage of analytics and test subject lines and offers to see what works best to get your prospects’ attention. Remember though to only test one thing at a time or you won’t know what impacted the results you see. Most importantly, always, always use a good e-mail list!

HTML is really the only way to go when it comes to sending your marketing e-mails, so don’t be afraid to use it. You won’t regret it!