Retarget Marketing

As the digital world grows, the demand for digital and online marketing grows with it. Social media, search engine optimization, and other forms of online advertising are beginning to come forward as important aspects of the overall advertising experience. However, not all are considered a priority. Retarget marketing may be considered one of the most underused marketing technologies, with only one in five marketers dedicating a separate budget just for retargeting.

Retarget marketing can be a very beneficial and effective form of digital advertising. It allows for display ads to be placed on network websites in front of prospects who have searched related keywords relevant to a certain business or those who have visited the website. The effectiveness of these online ads can be shown in that three out of five US online buyers notice ads for products they have searched for on other sites.

Online consumers are beginning to show an open attitude towards receiving these behaviorally retargeting ads. Statistics show that 30% of online consumers have shown a positive reception to the retargeted ads. Only 11% have shown a negative reception, and 59% remain neutral. Web visitors who have had a positive experience with retargeting display ads are 70% more likely to convert to that business’ website.

Just like with any other advertising outlet, there are certain practices that must be taken in terms of privacy and casualness. However, when utilized correctly, it can boost online ad response up to 400%. Although it is vastly underused, retarget marketing can be crucial to reaching the digital market.

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Television Advertising vs. Digital Video Advertising

It seems as if there are new television shows being launched on network and cable television every month. This constant growth of programming is paralleling with the growth of television and even digital video viewership.

A more recent emphasis is being placed on digital video; however, this is not causing a decline in traditional television viewing. According to the Nielson Advertising and Audiences report of May 2014, an average of 28 hours is spent viewing television per person per week in the United States. These trends in viewing present many opportunities in which marketers and advertisers can reach their target audiences.

Although digital video viewing is growing, its advertising spending is not going to be surpassing television advertising spending any time soon. This happens as a result of the digital video viewing audience being too thinly spread, making ad buys more complex and less reliable than television advertising. Also, the majority of digital video viewing is being done through online services such as Netflix and Amazon Prime video; both of which being services that do not currently support advertising.

eMarketer reports that digital video ad spending will increase this year by 41.9%, while television ad spending will increase by only 3.3%. However, television advertising will still dominate the market with an estimated $68.54 billion over digital video advertising’s $5.96 billion. It is obvious that television advertising remains the priority, with its overall reach being much greater. The audience of television cannot be competed with in terms of overall advertisement views.

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What is Digital Content?

Content has quickly become the digital buzzword of 2014.  However, what is considered content and what qualifies content as “great” content?

Content is information that attempts to convey a message, image, or idea.  It can be in the form of words, pictures, audios, videos, site or social visitor’s questions, answers to visitor’s questions, etc.  However, “great” content educates, entertains and engages users.

An image of a cute puppy or a smiling cat is considered content, but it is not “great” content unless it offers relevant information or educates consumers. For example, if you are a pet groomer or veterinarian, you want to accompany the image with a message, offer or tip. In some cases, an image by itself could be considered “great content” (think before & after images, hairstyles for dogs, portfolio of previous work, etc.). Great content should inform about your products or services, communicate the benefits of doing business with your company, add credibility to your company, or answer questions that many existing and potential customers may have regarding your business.

Many companies struggle to generate “great content”. Great content can be found anywhere.  Media Venue usually recommends that companies start by posting basic information that they assume consumers would know about their company, product(s) and or service(s).  Another great place to find engaging content is your existing clients. Make note of client’s questions and uncertainties. Odds are many other visitors will have the same questions about your product(s) and service(s).

Great content will not only drive new customers to your business, but engaging content will also help your website to rise in the SERPs (Search Engine Results Pages). In turn, rising in the SERPs will help to bring more potential customers back to your website. Search engines are looking for relevant content to search queries performed by potential customers. Therefore, if you have correctly identified your target market and their needs, search engines will recognize your company as relevant and an expert within your industry.

In conclusion, great content is not only a great marketing initiative, but is imperative for your company to stay relevant and continue to grow in the digital age. If you have any questions regarding content, please contact Media Venue at 502-855-4786 to discuss this topic, or any other digital marketing topic in detail.

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David K. Clark – Promoted to Media Venue’s Digital Marketing Director Position

Media Venue is pleased to announce the promotion of David Clark to Digital Marketing Director. David has been with Media Venue since June of 2013 as a Digital Analyst.

We look forward to David’s ability to develop and implement successful digital marketing plans.

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Cookie-cutter Digital Marketing Plans

You don’t follow a cookie-cutter approach when it comes to distinguishing your business from your competitors.  So why use it as a digital strategy?

Cookie-cutter platforms is a one-size fits all product.  Marketing should be centered around specific goals and every company has unique goals, weaknesses, strengths and benefits. Each audience is unique and requires specific information, delivered in a variety of ways throughout many available outlets. Researching and determining the best message and venue is not a feature of the cookie cutter initiative. Most cookie-cutter platforms have relationships with several digital outlets and the majority of the “strategy” is usually awarded to the partnership outlets, regardless of how it benefits the campaign.

Media Venue takes an unbiased approach with all your media needs.  We work with you on a 1:1 level, gaining an understanding of your business on different levels, including the unique selling proposition(s), campaign goals, audience and budget.  It is only then that Media Venue will begin developing a strategy and campaign unique to your brand.  Your business and its success is important to you and us.  We want to help you succeed in all your Marketing goals.  Contact us at 502-855-4782 and let us design a plan for you.

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