We all have that moment as the new year approaches where we tell ourselves that the next 365 days is going to be ‘our year’, frequently followed by an alcohol fuelled proclamation around 1am January 1st of some grandiose self-ultimatum. You probably won’t end up keeping to it, but there is the chance it could be a helpful philosophy for your new years marketing! … after the hangover clears of course. Here are the declarations we think you need to be making to have a more productive 2020.
A healthy client diet
If you’re anything like us Christmas was a good excuse to put the diet aside and have a good old binge, but it’s likely as the new year starts, you’re not looking in the mirror and enjoying what you’re seeing! Time to get back on the healthy eating plan. It’s the same for your marketing. Having a bad ‘diet’ of clients is going to leave you looking over your balance sheets wondering where it all went wrong.
There can be a tendency, especially if you’re an agency, to take any work going without consideration for its impact on your work, money is money, right? The fact of the matter is you can’t eat indiscriminately and in much the same way accepting work without forethought is going to lead to trouble. Work you can easily perform but which keeps the company at an even keel, or even bloats it is not improving the businesses situation but could be making it worse.
Taking on work that’s easy to win but doesn’t move your business forward can be a hard habit to break, but is essential for long term survival. Like a balanced diet, clients should be a combination of those that are almost exclusively good for the company and some that just fill you up financially. The ideal equilibrium is enough simple clients to cover the day to day running costs of the firm with the majority of the work on a monthly basis being dedicated to those that will make a real change in the future.
Stick to a healthy balanced client diet to keep your company looking both outward and inwardly resplendent.
Shake up the routine
Something we see time and time again are news stories at the beginning of a new year proclaiming record numbers of people changing jobs or looking to move home in January. The realisations that develop from the initiation of a new year, decade or century seem to very much encourage people to change their behaviour. We often hear the stilted phrases like ‘this year is going to be different’ or ‘I’m going to make a change’ but for business it’s even more important to make changes as and when appropriate.
In marketing this usually means a change in approach. Maybe there is too much emphasis on awareness generation, and not enough focus conversion production and brand loyalty. This might mean a great amount of time and money invested in creating site traffic but providing nothing engaging for them to encourage finding out more or the possibility of purchasing.
If you want to see a change for the better in your company’s fortunes it often means a change in tactics. Missing sales by focusing marketing efforts in the wrong area is just one potential pitfall. The best time to review and alter your marketing strategy was last year, the next best time is today. (what a great cliché!)
Stay the course
What is the most ubiquitous trope of the new year’s resolution? Exactly, they are ALWAYS broken. It doesn’t matter if its Losing weight, quitting smoking, or even just going veggie once a week eventually, that chocolate, drunken cigarette or drive thru burger always catches up to us. The birth of online media has done wonders for the marketing industry, but it has arguably destroyed consumers attention spans. It’s not good enough to rely on one campaign a month to be remembered. Modern marketing requires consistency and at least a semblance of a continuous presence.
Knowing the associated costs, we often look at regular marketing as if it’s reserved for a rainy day. When things are going well and you are busy making ends meet, or even more, it can feel like you don’t have to, or have time to, keep up the continual marketing. Unfortunately, the easy first days of January often give way to tough times later down the line where things don’t run so smoothly. Playing a game of boom and bust cat and mouse with marketing efforts rather than running a slower marathon is far worse in the long run for success. In essence, stick to your marketing resolutions and enact them every day not just when and if it feels like you need them.
So there they are, our tips to help you be the best you can this new decade. We’ve got our fingers crossed for your new years marketing resolutions and if you need help to keep to your goals, get in touch and let’s make 2020 work for you.
Social media is evolving fast and more big changes are on the horizon for next year.
Here’s what to keep an eye out for and how it could impact your social media experience.
The end of likes
Well, not entirely, but the use of likes and emoji reactions are set to change in the future. With the powerhouse Facebook trialling removing counts from select Instagram profiles and soon on the flagship product itself.
They postulate this may help address the growing concerns over mental health and social media proliferation of negative self-image. It may also be a somewhat cynical move to enable the business minded gamification of likes at a later date. Whatever the reason the literal ‘faces of social media are sure to be changing tac in the next year.
The users in the early internet era were highly engaged, butfor the most part separated into small communities of forum users. The rise of social platforms ended that, pushing everyone into multiple huge sets of online groups, which gave us better interactivity but far less identity.
As big platform politicking, unreliable algorithms, and the fear of fake news have grown, there has been a move back towards smaller, dedicated social networks where there is a feel of being more in control of the experience and personal data. Messaging apps and private areas within other platforms will continue to grow in popularity. With a continuing cycle of over-population followed by exodus to other platforms likely following in the coming years.
Facebook has suggested for years that Virtual Reality was where it wanted the platform to move in future, which lead to its purchase of Oculus Rift in 2014. While that dream is still somewhat unrealised for the public, they have announced plans for Horizon, an envisioned huge user focused virtual world for multi-user interaction. Frequently referred to as the real-world equivalent to Ready Player One’s Oasis, it will likely be much more centred towards social interaction than a useable alternate reality. The beta test begins within 12 months.
Augmented Reality, already a mainstay of Instagram and Snapchat filters, looks likely to only grow in relevancy, though most notably we can expect more marketing application of AR in social advertising with utilities like Snapchat’s Geofilters being a great example.
Having maligned algorithms earlier this one could be surprising, but Artificial intelligence and machine learning are at a point where simple tasks can be performed pretty reliably. In 2020 bots and new forms of machine agents will become more widespread and visible in many of online communities.
They may well be used simply as help guides, finding information and people we may want to see, at its core, a hyper sophisticated ‘people you may know’. In the background programmes like these will keep evolving to moderate and analyse our interactions both for greater content awareness and eventual marketing efficiency.
The Fake News Cycle
The growth of technological masterpieces like mo-cap avatars, virtual influencers, deep fakes and politicised misinformation campaigns means what should and should not be in the media will be continuing to change in the next year.
We are yet to see a truly ground-breaking marketing manoeuvre using fake content as its corner stone, but you can guarantee anything that gains consumer engagement will soon be used for this purpose. Likewise, celebrities will start investing heavily in ways to both sell and protect their digital visage.
E-commerce, specifically the Facebook marketplace and apps like Shpock will grow ever more possible in our social arenas, moving past traditional digital shopping with their ability to monetise connectivity and sharing experiences.
A new Instagram storefront is likely to blossom exponentially taking its no nonsense rich image filled profiles and becoming a socio-digital sales portfolio of sorts. The afore-mentioned bots and personalisation algorithms will extrapolate the platforms’ user data and habits into more consistent and relevant ‘other people bought…’ etc. sections.
More legal scrutiny
The unfortunate backdrop to all of the above is the fact confidence in social media as a whole has been soundly tested of late. Privacy, digital surveillance, advertising data protection, abuses, failed unhealthy media mediation, and much more have all taken their toll.
The sad news is this is unlikely to be going away any time soon and even with government mandates and new in-house programmes in place to tackle issues, we can expect more regulatory moves and a glut of cases in the courts. The silver-lining? As more regulation happens, and social as a whole grows and spreads, businesses will take note and hire far more staff to control their online presence. A win if you’re looking to become a social media expert…
Often some of the hardest businesses to make great digital marketing process work for are the ones that have geographical audience limitations. How can we effectively advertise for a hyperlocal business who only want their effective marketing reach to extend to the edge of their village? The usually accepted answer to this is persistent but subtle strategy to as much of the populous as possible, creating as many touch-points as possible with everyone. All well and good, but in reality, the efficacy of typical ad campaign likely won’t achieve desired results, that’s where geofencing comes into its own.
Geofencing as a concept is not necessarily a new concept. If you’ve ever been to a supermarket and noticed the trolley has magnetic wheels you’ve definitely been through a type of geofence. They can be best compared to – a virtual ‘movie laser grid’. In more detail geofencing is service by where an app or other software uses GPS, RFID, Wi-Fi or mobile data to activate an action when a mobile device or RFID tag enters or exits a virtual location boundary.
While the majority of this blog will concern itself with geofencing’s application in the marketing industry it does have a lot of other uses within a vast range of businesses. They can be used to both interact with digital devices and monitor movement inside or between different fences. Some push messages and notifications to phones; others allow for the automation of business timekeeping; the checking in and out of company property; and some of the most common are used at logistics handling companies to track packages and provide real time data to their customers.
So, how does it work and what can it do for your hyperlocal marketing strategies. Well in simple terms making use of a geofence requires a software/app developer to create a virtual boundary around a location in a GPS or RFID-enabled application. This may just be a ring pulled out around a location on Google Maps, integrated with APIs, when developing their app. This digital fence will then trigger the programmed response when a location-service enabled device enters, exits or stays in that area.
The marketing application of all this is the last piece of the puzzle. The programs that run this sort of software can enhance visibility to the audience in the targeted area exponentially. Social media has become a much bigger player in the marketing ecosystem and takes full advantage of geofences with its advertising arrangements: Snapchat has its geofilters, that can add visible branding to consumers images when they are near certain participating locations; Facebook and Instagram use geofences to allow their stories and posts to be location tagged, visible to billions; and most social media with the capability to display advertising use geofences to allow better targeting of its platform users content. Push notifications are a fairly consistent part of the current mobile application infrastructure. The worst thing to be in marketing is forgotten, even if your marketing message isn’t visible it’s better to be in the consciousness of those you want to appeal to; so some applications use push notifications when people travel near points of interest to re-engage them. The fences can be used to engage with audiences or crowds at events allowing messages to be distributed or coordinated mass social media interaction, a very cost-effective way of reaching those already in the vicinity of the business.
The key things to consider before undertaking a geofencing project are:
- Know your audience, it’s all well and good to put up a fence around your business to retarget the customers and sales you’re missing out on, but if your goal is improved foot-fall the likelihood is the customers are not passing your location in the first place. Geofences can be set up anywhere, learn your target market and their habits, those places are the key locations for you, not necessarily your front door.
- Test different things, if your geofences don’t seem to be having the desired effect the ability to move them does exist! Starting out small is always the best way, maybe just a medium sized ring around the location you selected in from above. But things change, audience habits can shift due to the smallest of factors, and it is very unlikely to find your ideal location first time so starting small, A/B testing and progressive upscaling are key to a successful strategy.
- Stick to the point, one of the key limitations of geofencing and push notifications is their impact. Notifications are often limited to around 100-150 characters so making an impact in each and every message, as well as using great marketing first principals regarding calls to actions etc, are absolutely essential. Be direct, but interesting and incite engagement before a confirmatory ending that draws the recipient further into your process.
Geofencing is a great, and currently under-utilised, tool for the marketing community, but its popularity is growing at a great rate, now is the time to consider how it could help you.
The ad you put out into the world to advertise your business, is without doubt one of the most important ways you can connect with those people you want to provide with your service. It is, quite often, the first-time people have learned of your company’s existence, or felt the need to interact with you as a business, and as with all situations, the first impression is all important! So, how do you make that first impression really count, with a glorious well planned out and excellently appointed advert, so let’s start the checklist of things you’ll need to convert those people your ad meets into your happy customers.
Not everything in this post will be something you definitely need to be sure of before you come to a marketing agency with your ad idea wanting to start your campaign. The creative and targeting teams we have in-house at Seelocal are more than capable of aiding decision making or developing the many of these niche ideas for you to help create a precise and effective campaign. However, no-one knows your company better than you! So, the more boxes on the ad checklist you can tick off the better!
What are you Selling
It’s always good to have a strong intent, so knowing exactly what it is you want to achieve with your ad is paramount, even if you’re not a retailer not every advertisement needs to be selling a product, it’s just as important to sell yourself, your credentials, or even your reputation, the way you structure your ad should be indicative of your overall goal.
Who are you Targeting?
As good as it is to know what you’re selling, it’s also good to have an idea of who you are looking to sell to. Are you a school? Primary or secondary? How old are the majority of your pupils’ parents? Do they use social media? Are you a restaurant? What are the local patrons like? What sort of clientele are you hoping to attract in the future? The more you know all the better to target, the more people will pay attention and move through your marketing channels.
Where are your New Customers?
Of course, by this we mean what location are you hoping to focus on. One of the great strengths of online advertising and something that sets it apart from less quantifiable marketing strategy is the amount of focus a team, combined with a strong intelligent platform, can narrow the displayed ads to a given location. If you know the areas in your region you suspect are the most desirous of seeing your campaign, pinpoint targeting is an excellent tool to help move your campaign forward at a blistering pace.
What is your Brand?
Who are you? In reality all of the above questions to some degree fall within the remit of this big question but there are other factors to consider. A brand is everything about your business you want your customers to see, from the look of your logo to the colour of shirt you wear to the next meeting, if it involves you interacting with someone who is a potential customer, whatever you do, brands you. What is your tone of voice, are you personable and approachable or more corporate and officious? What colour do you use to signify different things about your business, are you letter heads a soft potpourri pink because you want to appeal to specific market, or do you use a striking orange for impact? All of these things can and will impact on the way your company advertises itself.
A Powerful Image
If you think about the last ad you saw it’s likely a few key things stand-out in your mind, one of those is sure to be the image the advert undoubtedly used. When people say a picture is worth a thousand words we like to think they know a little something about marketing. While a good picture is no substitute for some tempting words, we humans are very visual creatures tending to latch on to and remember important scenes we see. A few key things are important to consider when choosing your image: make sure you have the rights to it, no one wants to be sued, so choose an image you own, or can obtain the license to use from a reputable source; frequently, bigger is better, the ad sizes most often used can run between several hundred and 1500 pixels square, having a large high resolution image will help, it’s always easier to scale down rather than up; make it punchy, images are all well and good but the ones that work best are the ones that make the most impact, they usually contain a person where possible, relatable to the audience and preferably show some action or emotion (or both!) that engenders positivity toward your business.
A Strong Message
The other thing you will likely remember about that ad you saw earlier is part of the headline. While the image is likely what attracted you, or a potential customer, to the ad your real first impression of what’s on offer is going to be the attention-grabbing headline. For all the content of your ad a hierarchy will exist determined by the desired result of the campaign, however there will always be a headline, likely the largest and most bold type on the ad it will either be a statement of intent, ‘we are the business you’re looking for’ or an eye-catching query or statement ‘looking for a business?’ or ‘don’t do bad business’, the theory is simple, something that will capture your audience’s attention and make them read further.
Succinct Body Copy
Where you really want to advertise what it is you do is the body copy of your advert. If your image is the plate and your headline is an ostentatious colourful gourmet garnish that draws the eye, the body copy is the meat and potatoes of your ad. The most important thing to remember is that an advert is not something people have any intention of reading, they see it and are drawn to know more, as such its best to extoll your virtues as fast and free of complication as possible to avoid irking the reader. The ad should be a brief but powerful memory, its hard to remember all of that book you finished last month, but easy to recall what the person you fancied wrote in your yearbook, or what you put in your mothers last birthday card, keep it short and to the point.
A Call to Action
In the modern era every ad on the internet is the first link of a chain, whether it is advertising a deal on sandwiches or the services of a solicitor, if you click it, it’s probably going to take you to a related webpage which moves you closer to the eventual goal of the advertisement. But how to get people to click on the ad? That’s where the call to action comes in. Over years of research and psychological observation the common wisdom of our age is people are very much taught and innately follow instructions, as such a good call to action is a pointed statement or exclamation that tells the viewer what to do and hopefully makes it clear that clicking the ad will eventually result in the act happening. Some good examples of calls to action include ‘buy now’ or ‘find out more’ or even ‘improve your online ads’ really anything non-confrontational that creates a sense in the person who sees it that clicking that ad will cause them to be rewarded with knowledge or opportunity.
So there’s the beginnings of a checklist you’ll need to make the most of your marketing ads, there is a chance whoever makes and distributes your ads may want more specific guidelines as to how you want the ad formatted, what your branding entails, where you want your ad to redirect to, and importantly what your budget for the campaign is, however taking the above points as a base you’ll be able to approach your first (or maybe even 1,000th!) campaign with the confidence that the ad you’re going to show the world will give an unsurpassed and appealing impression of your company and what you offer to the world.
Spending over the holiday season often shows a dramatic change, not only in how we spend the money but also in the change of attitude we have towards day to day life in the run up to Christmas. According to the Bank of England, the average household in the UK spends around £2000 in an average month…in December, it is unsurprising that this spend creeps up to £2500 due to the increase in going out, food, alcohol and gifts for friends and family.
Not only are consumers spending more, they are also spending in different ways. The number of online sales compared to physical has increased dramatically over the last few years, with over 60% of our shopping being purely online sales. New trends and events such as Black Friday and Cyber Monday now mean that Christmas spending is lengthened into November, as well as December, and availability fears fuel spending sprees.
Research shows that the average spend on food increases by 20% in December alone, 30% on alcohol and a whopping 80% on books, compared to any other month of the year. However a look behind the stats gives a very interesting view as to what else in happening in the festive season. Below are a few choice statistics we feel sum up the modern world of Christmas excess.
(All stats courtesy of booatoo.co.uk)
Giving is living.
27%, The biggest group of those surveyed will be spending between £300 and £500 on gifts, while 16% said they would be putting their present buying budget below £200. Most shockingly perhaps just behind, 15.7%, said they would be spending over £700 on gifts alone, a significant increase from the previous year.
… It’s not all about the gifts
The majority of those who completed the survey said that they would be spending around £100-£200, but there was a sharp incline in the number of those willing to part with over £400 on food, drink and decorations up to around 26%!. There was also a telling decline in the amount of people spending less than £100 since 2018, highlighting the willingness of people to spend more this year. Something which depending who you ask may be in-spite, or a symptom of, the political climate
But lets not go overboard
Most of the respondents, around 44%, said that they would likely go marginally over their budget this year, with another 10% pessimistically predicting they could overspend by a significant amount. This does however reveal another trend, a significant increase in the amount of people budgeting their holiday season, possibly another sign of financial uncertainty, but tinged with hope that they may be able to spend more.
It’s just one day … right?
Apparently not, with a startling rise in customers shopping for at least some Christmas presents in the between July and September. 18% had partaken of some early deals this year up from 13% in 2018. But not quite as unusual as the 12% who admitted they’ve been planning their gifts and surprises for the full 365 days!
With these things in mind, each year it is getting more and more vital for businesses to be selling online, and ensuring their site is not only accessible for desktop, but for mobile and tablet also. Customers are more likely year on year to be conducting product research via social media channels, so businesses must also ensure they are active and engaging through social media sites, and responding to questions or comments. At SeeLocal, we specialise in local online advertising, helping businesses to target specialised markets based on factors such as previous search history, interests and location. Christmas is the ideal time to begin your online marketing, particularly for encouraging sales after Christmas and into the new year.
If you are interested in starting a campaign, contact us for help and support.
In a modern society, where over 170million people use various social media sites regularly, why is it that when it comes to how this way of life came to be, working professionals are unfamiliar with the core parts and features of digital marketing, and how it became the phenomenon it is today.
Luckily for you, we’ve done our research…
The first use of the term ‘digital marketing’ was in the 1990’s, stemming from the coming of the internet and the development of Web 1.0 platform which allowed users to find the information they wanted via the internet- however, information was not able to be shared at this point, leaving digital marketers unsure of just how successful their strategies would be as the internet was not yet a widespread concept.
1993 saw the first clickable banner ad go live, marking the beginning of the transition to digital marketing, along with many other new technologies within the digital marketplace. Later on in the year, Yahoo was launched receiving almost 1million hits during its first year.
The years following from this prompted businesses to optimize their websites to gain higher search engine rankings and with that came the launch of yet more search engines and tools.
The birth of Google came in 1998, along with the launch of MSN by Microsoft, as well as Yahoo web search. In the following years, all smaller search engines were either left behind or wiped out due to a lack of space for the search engine giants.
The world of digital marketing saw its first major surge in 2006 when a reported growth of around 6.4 billion in search engine traffic came about in just one month.
Opportunity for search engines was rising, prompting google to expand and introduce new products – AdWords and AdSense. AdWords are three line words that show at the top or the right of search engine results, AdSense is a cost-per-click advertising scheme. Google had realised the value of being able to analyse content received and target ads based on interests of users, which hence became a major concept in the business world.
The ability for users to become more involved and active participants, came with the reveal of web 2.0. This massively increased information flow volumes, manifold and brought in a huge amount of revenue for the digital marketing and advertising industry.
The cookie was then developed, to gain information about users which could then be utilised to target specific ads towards them, based on a variety of information such as previous searches and location.
The digital world is forever evolving and changing as technology only becomes more advanced. Statistics show that 99% of digital marketers use Facebook for marketing purposes, and 97% use Twitter. Budgets for advertising, particularly digital have been consistently growing within business in the past few years, as the need for local online advertising continues to expand and companies realise how critical it is to have active social media accounts and be monitoring user traffic and searches for your website or similar products.
If you are interested in starting a Campaign with SeeLocal, contact us- we’ll be happy to help.