Get the Latest Marketing News: December 2019

December has gone fast with all the holiday hustle and bustle. But now you can catch up fast by scanning our expertly curated marketing news and diving into those articles that most interest or impact you:

The media landscape is always changing, but now it seems to be transforming at breakneck speed. It’s becoming increasingly difficult to keep track of the latest happenings, who owns whom, who works with whom, and what all the players do today. But check out this new Vox diagram to understand the current state of the media world.

Google My Business has rolled out a new feature: Up top on local business profiles, it’s now featuring reviews more visibly by showing them in a carousel format. A Google spokesperson confirmed the change to Search Engine Land, saying, “We’ve begun showing Reviews and Q&A that are relevant to the user’s query on the business profile. These are surfaced when there is a sufficient number of high-quality reviews/Q&A for the specific place related to the user’s query.”

What is the ad tech industry’s main 2020 goal? In his recent AdExchanger Data-Driven Thinking article, our president Jay Friedman says it’s preparing for a cookieless future. He said, “When the California Consumer Privacy Act (CCPA) goes into effect Jan. 1, it will launch independent ad tech on its own type of ‘gap year’ in which it must interpret the law’s evolving nuances and focus on innovation before it’s ready for the big day – not for college but for replacing behavioral targeting in a meaningful way.”

Vizio, a TV manufacturer and smart TV data company, is moving into connected TV advertising, allowing advertisers to now buy TV inventory through a new service, Vizio Ads. Mike O’Donnell, Vizio’s Platform Business senior vice president, told MediaPost a direct-to-TV advertising business will help brands find new ways to engage with viewers.

When it comes to consumer research and target demographics, Susan Schwallie, executive director of food and beverage consumption for the NPD Group in Chicago, thinks Generation X is often forgotten. She told QSR Magazine, “It is an average generation and very representative of the total population.” But fast-casual and quick-service restaurants should definitely be taking notice: The 65 million Gen Xers in the U.S. today spend more on food than any other generation. Also, market research company Datassential found 80% of the time these people are looking for these types of restaurants over full-service ones. What is it exactly that Gen X customers are expecting when it comes to a dining experience? Schwallie says it comes down to having customizable options and being a good value. That’s why build-your-own meals, buffets, or combo meals are particularly popular with this generation. Gen Xers also want restaurants to be family-friendly, trustworthy, and healthy. Want more digital media industry news and expert insights? Follow our blog to keep up to date on today’s latest marketing news, topics, and trends. Or, contact us. We can help you find just the right digital advertising solutions and tools to take your business to the next level.

2020 Marketing Preview: Three Tasks to Do Now

Amanda Martin, our vice president of enterprise partnerships at Goodway Group, recently took part in Point to Point’s B2B to CLE panel discussion. Alongside fellow marketing experts Joe Pulizzi and Megan Kacvinsky, she shared her thoughts on what a forward-thinking B2B marketer should be doing now to prepare for 2020. Want to be as proactive, productive, and prepared as possible with your 2020 marketing? Here are the three tasks Amanda recommends you do now:

2020 Marketing: Play to Your Audience

Getting quality third-party data is getting harder and more expensive. As a result, Amanda says to never underestimate the advantage of owning your own audience. First-party data is king today and having it and growing it can make all the difference whether your business dies or thrives.

Key To-Do-List Tasks

  • Connect with and engage your own pool of current customers and prospects regularly by sending more frequent and personalized niche emails to those already on your list.
  • Focus on marketing campaigns, promotions, and events that will build up your first-party data. To improve email open rates and clicks, what do you need? Amanda says work email addresses. Content sent to these in-boxes automatically has a greater chance of being read, simply because the messages that appear here are typically required reading for those wanting to perform well on the job.

2020 Marketing: Embrace the New Privacy Laws

With the General Data Protection Regulation (GDPR) in place and the California Consumer Privacy Act (CCPA) on the horizon, some marketers may be anxious about how these laws will limit them and force them to change how they operate. However, Amanda thinks it’s all a matter of mindset.

Key To-Do-List Tasks

  • Look at these new laws and regulations in a new light and consider how they will ultimately make your business better. Of course, it’s a bit of a downside to change the way you think about, collect, and use information about your audiences. But here’s a big win: Investigate your use of data; then craft compliant policies focused only on the data you will use so you can create better brand experiences, better user experiences. Amanda says, “It’s all about consumers understanding and valuing what you do with their data.”
  • View the upcoming CCPA as a national law rather than a state one and change how you operate accordingly. Amanda says you should act now rather than wait. After all, California won’t be alone for long in how they regulate data privacy, especially considering 17 other states are currently mulling similar laws.

2020 Marketing: Get Full Buy-in Before Launching New Tech

Having the budget is important, of course. But Amanda says one thing is even more so when rolling out new technology: being ready.

Key To-Do-List Tasks

  • Rather than getting your technology buy-in just from the leadership team at the top, get it from the entire company.
  • Set and manage proper expectations and realistic timelines for launch and rollout. Amanda says this will help ensure the tech transition goes smoothly and the implemented software will be embraced and adopted by everyone.

Want to do more to make your 2020 digital media plan and strategies as robust as they can be? If so, connect with us; we look forward to sharing our digital marketing expertise and can give you the lowdown on all the industry topics, advertising trends, and ad tech tools sure to be popular in 2020. That way, you’ll be going in strong – confident and ready to welcome a stellar year ahead for your business.

Boost Your Performance With This 5-Step Holistic Marketing Formula

Instinctively, you might think putting your digital marketing budget toward only one channel, making a big splash in one place, is the right move for the most impact, especially when your budget is limited. But to truly boost your campaign performance, diversify. Combine multiple digital advertising channels – such as search, display and social – to extend your advertising coverage so you can reach your entire target audience, no matter where they are or where they happen to be in the purchase cycle. Here’s how. Follow this 5-step holistic marketing formula: holistic marketing formula visual

Lay the foundation with paid search.

Make paid search the bedrock of your campaign. When highly engaged in-market consumers at the bottom of the advertising funnel are actively searching for what you offer, weighing their options, and looking to buy now, you can engage them at the right moment.

Quick Tips

  • Set up your keyword groups based on every aspect of your business: your branding, competitors, and all the terminology relevant to who you are and what you do.
  • Determine your conversion actions, such as calls, website clicks and form fills.

Add digital channels on top to widen your advertising net.

Multiple digital advertising channels have more power than one alone. To build on paid search’s firm foundation, add digital advertising options, such as display banners and social. Layering these on top of paid search is effective because it creates brand awareness and primes interested consumers to search for your brand, which increases people’s likelihood to convert. For instance, when our healthcare client incorporated search, display banners and social into one holistic digital advertising campaign, they increased their paid search click-through rate and conversion rate by more than 30% than running paid search alone!

Quick Tips

  • If adding display banners,
    • consider employing cross-device behavioral targeting to find your target demo and people interested in what you offer.
    • use keyword contextual targeting to capture people on niche websites searching for terms related to your products or services.
    • employ geo-retargeting to remind consumers in your geographic area about your local offers.
  • If adding a paid social component,
    • ramp up both your organic and paid social presence on popular platforms like Facebook and Instagram to better connect with and build rapport with your target audience, at any time of day, in the place they like to spend their time.

Analyze current converters to better understand your target audience.

Find customers and prospects similar to your converting audience. Then weave these consumer insights into your media plan. For instance, pick the tactic mix that most appeals to your target audience for better results.

Quick Tips

  • Try using behavioral targeting segments for social that are similar to those for display banners.
  • Use look-alike modeling to find those users similar to your converters to expand your audience.

Review the channel data to spot surprising finds and trends.

Examine each digital advertising channel’s data to make connections or new discoveries and then apply what you learn. Our healthcare client found the majority of paid search conversions came from younger and middle-aged women, which was expected. But something else caught them by surprise and gave them an untapped market to pursue: A quarter of all their paid search clicks generated in their campaign came from men! Optimizing your campaign based on channel insights can also provide significant savings. When our healthcare client applied their social campaign’s best age demos to their display banner campaigns, they were able to decrease their display banner effective cost per action (eCPA) by $5. On the other hand, when they noticed their display banner converters showed a strong interest in healthy foods, they were able to quickly optimize their social channel for better success by adding similar segments.

Quick Tips

  • Review advertising channel data to learn about untapped markets to pursue.
  • Personalize your digital advertising to make it more effective across channels.

Apply data insights to continually improve your campaign performance.

As mentioned above, optimizing your campaign regularly based on what your data is telling you is vital. For example, when our healthcare client reviewed their data insights, they also found social converters were younger, married and highly educated women while display banner converters were middle-aged parents. Having this information helped our client determine the right tactic mix for each audience.

Quick Tip

  • Use data insights to guide your media plan’s tactic mix and campaign improvements over time.

Do one more crucial thing before implementing this holistic digital marketing formula.

Before you put this 5-step formula in place, select a single partner to manage your holistic digital marketing campaign. If you don’t? Our president Jay Friedman says working with multiple vendors is like scattering a dandelion in the wind. “All the performance intelligence about your brand — what media works, what audiences work, their seasonality — gets seen by multiple vendors,” he says. “These vendors have turnover like anyone else, but the impact on your business is multiplied when you’ve spread knowledge around. Their employees go to other places and have no reason not to share this knowledge with your competitors!”

Quick Tips

Look for a single vendor who can do the following:

  • Take an audience-centric approach: Will they let your target audience dictate the campaign?
  • Surmount channel silos: Can they easily share data and insights across ad channels? Do their teams share one vision and the same goals? Can they create a cohesive campaign and also make smart improvements on the fly?
  • Create relevant messaging for every channel: Do they understand the nuances of each digital ad channel? Can they speak to each channel’s audience to drive the maximum conversions?
  • Build a successful campaign: Are they easy to communicate with and to work with? What types of expertise, industry-leading tools, technology and reporting can they provide and integrate to set you up for success?

holistic marketing Jay Friedman quote Ready to put this holistic digital marketing formula into action? If you’re still looking for that ideal single partner to help you implement it – one who can deftly create, manage and optimize your campaigns to take your performance to the next level – we can help; reach out to us.