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Category Archives: Marketing

10

April

2015

Mobile Marketing is a Must-Have :

#mobileforthewin

The march toward mobile continues as steadily as ever, and now that the holiday shopping stats are in it is a valuable time to look over how businesses advertised and how shoppers shopped. In a report that documented the largest marketers’ spending habits (and by large meaning those who spent $1 million+ annually for search, display, mobile and social marketing), one can better understand platform performance for mobile.

“Mobile certainly isn’t going anywhere,” says Phil Thow, President of digital marketing agency, SEM Media Group. “It’s widely reported that mobile now drives over 50 percent of all social activity. Mobile has surpassed desktop in internet usage, and together with tablets, mobile accounts for 60 percent of all time customer’s spend online.”

Similarly reported is that the mobile market is also a younger market, with 70 percent of adults 18 to 24 viewing retail content on a mobile device.

“As we study the heavy-hitters in digital advertising,” says Phil Thow, “we see that they spent nearly half of their search budget aimed at mobile marketing, even though mobile conversions only made up 30 percent of all search conversions.” Advertisers, by this metric, obviously believe in the power of mobile marketing even if it tends to driver fewer conversions than desktop searches.

“What’s noteworthy about mobile searches is their ability to serve a customer during an in-store visit both at the top and the bottom of a conversion funnel,” explains Phil Thow, whose company, SEM Media Group, specializes in mobile marketing.

At the top-end of a conversion funnel, a customer can use a mobile device to search for a specific brand of item while in store if he/she isn’t finding it on the shelf. For a mid-level conversation, the customer may search for brand/product reviews while holding the product in-hand. At the bottom end of conversions is when a customer uses a mobile device for price comparisons.

Where mobile marketing is showing gains is with click-through rates. Click-through rates are consistently highest on mobile devices, which means the ads are engaging and capturing the customer’s attention. The lower conversion rate, though, is likely a holdover that customers are more willing to complete a purchase in the comfort and safety of their home rather than on their mobile device.

“The desktop may still be at the top of the pile for conversions,” says Phil Thow, “What we’re seeing here at SEM Media Group is what all the reports have shown, and that is that mobile marketing does a better job of getting the customer’s attention and driving them to a website or landing page. So if one wants to get in front of consumers, they will have to strongly consider investing heavily in mobile marketing.”

6

April

2015

Should a Brand Outsource its Content Marketing? :

#outsourceorinhouse

According to a recent finding, senior executives from over 50 global brands, including Coca-Cola, Nestle, GE, and Adobe, said they wanted to create their content marketing in-house. In fact, 100 percent of these brands said as much.

But when asked what agency the brand would select when they did outsource content marketing, the overwhelming answer was “NOT a social media agency,” as they were “too trendy.”

“To be a relevant, successful PR agency today one’s company has to be universal and universally creative,” says SEM Media Group President, Phil Thow. “It’s not enough to be really good at one or two types of creative content. Brands are looking to hire a few different ‘boutique’ agencies to cover all their bases. Just like SEM Media Group, a competitive agency has to understand all forms of content creation and delivery.”

When a brand is looking to outsource its content creation, there are some important criteria it should consider.

“The first is for the brand to know exactly why they want to hire an outside agency like SEM Media Group,” says Phil Thow. “Is it because they lack the right talent in-house? Or do they need help with strategy development?”

By knowing why the brand needs the expertise of a PR agency, it will help them identify the best shortlist of candidates.

“Strategy comes before all else,” says Phil Thow of the second criteria. “Strategy and tactics are two different things entirely. At SEM Media Group, we always insist a brand or company have a strategy in place before we start discussing the tactics we’ll use to follow the strategy. For instance, saying a company needs a social media presence is not a strategy. It’s a tactic.”

Equally important to agencies like SEM Media Group is knowing where to end, not just where to begin. “Any good strategy should include success criteria and key performance indicators,” says Phil Thow. “Knowing how success will be measured and marked is considered. That doesn’t meaning getting X number of new fans on Facebook, but increasing sales leads, or generating a shorter sales cycle. It’s not always about the metrics.”

If a business is ready to outsource content marketing, it must spend some in-house time to know exactly what it’s looking to gain from outside expertise. A brand shouldn’t turn to an agency to tell them what they need. They should have that in mind already and then ask the agency how they can help them achieve their content marketing goals.

4

March

2015

Mobile Marketing is a Must-Have :

#mobileforthewin

The march toward mobile continues as steadily as ever, and now that the holiday shopping stats are in it is a valuable time to look over how businesses advertised and how shoppers shopped. In a report that documented the largest marketers’ spending habits (and by large meaning those who spent $1 million+ annually for search, display, mobile and social marketing), one can better understand platform performance for mobile.

“Mobile certainly isn’t going anywhere,” says Phil Thow, President of digital marketing agency, SEM Media Group. “It’s widely reported that mobile now drives over 50 percent of all social activity. Mobile has surpassed desktop in internet usage, and together with tablets, mobile accounts for 60 percent of all time customer’s spend online.”

Similarly reported is that the mobile market is also a younger market, with 70 percent of adults 18 to 24 viewing retail content on a mobile device.

“As we study the heavy-hitters in digital advertising,” says Phil Thow, “we see that they spent nearly half of their search budget aimed at mobile marketing, even though mobile conversions only made up 30 percent of all search conversions.” Advertisers, by this metric, obviously believe in the power of mobile marketing even if it tends to driver fewer conversions than desktop searches.

“What’s noteworthy about mobile searches is their ability to serve a customer during an in-store visit both at the top and the bottom of a conversion funnel,” explains Phil Thow, whose company, SEM Media Group, specializes in mobile marketing.

At the top-end of a conversion funnel, a customer can use a mobile device to search for a specific brand of item while in store if he/she isn’t finding it on the shelf. For a mid-level conversation, the customer may search for brand/product reviews while holding the product in-hand. At the bottom end of conversions is when a customer uses a mobile device for price comparisons.

Where mobile marketing is showing gains is with click-through rates. Click-through rates are consistently highest on mobile devices, which means the ads are engaging and capturing the customer’s attention. The lower conversion rate, though, is likely a holdover that customers are more willing to complete a purchase in the comfort and safety of their home rather than on their mobile device.

“The desktop may still be at the top of the pile for conversions,” says Phil Thow, “What we’re seeing here at SEM Media Group is what all the reports have shown, and that is that mobile marketing does a better job of getting the customer’s attention and driving them to a website or landing page. So if one wants to get in front of consumers, they will have to strongly consider investing heavily in mobile marketing.”

6

August

2011

Niche marketing :

Niche marketing is one of the best marketing methods that you can use if you are looking to market your business. One reason for this is that niche marketing allows you to target a specific group of people for your business, which targeting one group instead of multiple groups is considered a low-risk method.

If you wish to use niche marketing for your business the only way that it will be successful is if you use it properly. To use niche marketing properly you will want to follow the basic rules of niche marketing, although you don’t have to follow them exactly as described, you can add a bit of variation.

The first rule to niche marketing is making sure you are meeting your customers unique needs, which involves looking carefully at the product or service that you offer to ensure it is what the niche group needs. To meet the needs of your niche market the product or service that you are offering your potential customers needs to be unique, you cannot offer your customers the exact same thing that your competitors are offering.

The second rule to niche marketing is making sure you are wording your ads correctly. When you are marketing your product to specific people you want to speak the language of those people so that you can effectively reach them with your advertisements. The language that your customers speak is not just going to address the just the actual language, but also how they feel about specific issues and what they respond to. The best way to speak their language is to find out everything that you can about your potential customers, which will include their preferred method of communication so you can tailor your marketing methods.

The third and final rule to niche marketing is test marketing your product. This final rule is the most important rule of niche marketing because it is going to determine how useful your product is for the group that you are targeting. The best way to go about test marketing your product is to allow a select number of people from your niche group use your product. Once they have used it ask them to fill out a short survey on the product. Use the results of the survey to help improve your product. Improving your product increases your success rate with niche marketing because you are specifically tailoring your product to meet that groups needs.

6

August

2011

Niche Marketing Strategies :

Using niche marketing strategies to help your business expand is a great idea, but it can only be used if you understand what niche marketing is. Niche marketing is where you market to a specific group, your target market. By marketing to this specific group you are able to tailor your marketing efforts to your niche market, which can help you save money on marketing but can also increase your sales because you are more likely to close a sale.

The problem with niche marketing strategies is that the only way to be effective is to know your niche market. Every business out there is going to have a different niche market, so in order to use niche marketing properly you have to know who your niche market is.

The first step to finding your niche market is to find a specific product that you are knowledgeable about. This can be a hobby that you have or current skills that you have, the more you know about what you are doing the better. If you are selling a product that is similar to your competitors, you are going to want to determine how you can make your product different. You want to figure out what you can do to get your customers to buy it from you and not the person next door.

One of the best ways to help determine your niche market is through market research. This research is going to enable you to develop your products or services for a specific audience based on that group’s feedback. Market research is also going to show you if there is a demand for your product or service. What type of niche marketing strategies you are going to use is going to vary based on the results of your market research.

Once you have determined what you are going to be selling, whom you are going to be selling it to, and how you plan to get these people to come into your business rather than the business next door you will need to design your businesses website. You want to build your website based on your target market. Your website is going to be the landing page from all of your niche marketing strategies, so you want to make sure it is easy to look at and easy to use. The more information your website has about your niche product the better because you want to convenience your customers to make a purchase before they leave your website.

6

August

2011

Email Marketing :

Since email marketing is the most basic method of internet marketing, you will want to make sure that you are using it for your business. Just using email for marketing purposes is not going to be enough though because of how many other people are using it. When using email marketing you are going to want to do everything that you can to cause your email to stand out from others. At the same time you want to make sure that your potential customers are taking the time to read your emails rather than just deleting them.

One of the best ways to improve your emails chances of being read is by taking the time to personalize each and every email that you send out. Sure, you can easily send out a mass mailing to everybody in your email list, but that is going to come across more like junk mail or even spam. If you send out each email individually you can take the time necessary to personalize the email with your customers first and last name.

When you are getting ready to send out your email message you want to take the time to double check your message to ensure that is what you want to send. When reading the email message pay close attention to what you are telling your customers that you will do, make sure that it is something that you will honor. You also want to let your customers know what they can expect from you. The wording that you use in your email message should be perfectly clear so that your clients don’t misinterpret anything. And remember to always follow through with what you have said in your email messages because it will help you to establish trust with your customers and build your businesses integrity.

At the bottom of your email message you are going to want to include various links, you can also include a link or two in the body of the email. One link that you want to include is a link back to your website because that is how your customers are going to be able to find out what else you have to offer them. With how important this link is it is of great importance that you have an outstanding landing page for your customers because that will be the difference if they stay on your page or leave it for your competitors.

The other link that you need to include in your email messages is an unsubscribe link because it gives your customers the power to choose whether or not they want to continue receiving your messages. With the unsubscribe link you also want to include a comment box for any suggestions so that you can improve your emails that you send out. You can also allow them to select a reason as to why they want to unsubscribe, so you know if it is something that you are doing or not doing that is causing your customers to leave.