Digital Marketing Defined – Retargeting

Digital marketing is an evolving media that can be very confusing and overwhelming. Media Venue strives to educate clients and assist them with the terminology and understanding of digital marketing. Over the next few weeks, Media Venue will post digital definitions and explanations that will assist with better understanding digital marketing.

The first digital marketing initiative defined is Retargeting. Retargeting has been an option for years and continues to grow in popularity and marketing success. Many consumers are aware that their internet use is being monitored and don’t seem to mind, as long as the advertisement being served is relevant to their wants or needs.  Below are a few definitions that will help you have a better understanding of Retargeting and how it can help to brand your company and increase website traffic of quality leads.

Site Retargeting – online behavioral target marketing utilizing display banner ads on advertising network sites.  Site Retargeting reaches potential customers who have visited your website within the last 60 days. This increases effectiveness and ROI by specifically targeting an audience that has shown interest in your product or service.

Search Retargeting – online behavioral target marketing utilizing display banner ads on advertising network sites. Search Retargeting reaches potential customers based on previous searches conducted on other websites and search engines. Search Retargeting increases effectiveness and ROI by specifically targeting an audience that has previously searched terms or keywords relevant to your business.

Impressions – also known as a “view” or “ad view” refers to the point in which an ad is viewed once by a visitor, or displayed once on a web page. Ad reports list the number of total impressions of the ad, which basically counts the number of times that the ad was served by the search engine when the keywords that the ad is connected to were searched.

Visits – A visit is one individual visitor who arrives at your web site and proceeds to browse. Visitors find relevant websites through Pay Per click (SEM) sponsored ads, triggered by targeted key phrases.

Have questions or want to learn more?  Contact David at Media Venue to discuss digital marketing in more detail, 502-855-4782.

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Social Media – Current trends and happenings

Instagram Catches Twitter for U.S. Users

Instagram continues to rise in the usage of social media. Reaching 200 monthly active users and a favorable report by eMarketer  that compared the usage to that of Twitter.

According to eMarketer, nearly 35 million U.S. Internet users accessed Instagram at least once per month by the end of 2013, double-digit growth when compared with 2012.

eMarketer also projected that by the end of 2014, nearly one-quarter of U.S. smartphone users will sign into Instagram or share photos at least once per month.

About two-third of Instagram users in 2012 were female, but eMarketer projects that by 2016, the discrepancy between the two genders will drop to 55 percent female, 45 percent male.

In comparing Instagram with Twitter, eMarketer wrote: Although Twitter and Instagram are quite different, their user counts and demographics are strikingly similar. eMarketer estimates that 43.2 million U.S. consumers used Twitter monthly last year — or 17.6 percent of the total Internet user population. Meanwhile, Instagram users represented 16.1 percent of internet users in 2013.

With an impressive growth that doesn’t show any signs of slowing, companies would be wise to jump on the Instagram wagon. Need help with creating a successful social media strategy? Contact Media Venue (502) 855-4782 for a FREE consultation.

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Social Media Madness

The 2014 NCAA Men’s Basketball tournament is in full swing. The event is one of the highest watched television sporting events in the country, rivaled only by the Super Bowl. With any large sporting event, the opportunity to reach and engage your potential clientele is huge and should not be ignored.

Scarborough reports that the viewer demographic is predominately Generation X and Baby Boomers and are 48% more likely than all U.S. adults to have at least a college degree. More than one quarter (30%) of March Madness viewers have an annual household income of 100k or more.

How do you engage the tournament fans? Below, you will find a few ideas that will draw in tournament fans and in turn assist with reaching and engaging “new” customers.

Sweet Sixteen – Elite Eight – Final Four Contests
Offer fans a prize or reward for guessing the correct teams in each phase of the tourney. Prizes should grow in value until the Championship game

  • Be sure that the reward has a perceived value
  • In-store rewards assist with foot traffic and conversions

Final Score Contest
Offer a sizeable prize for the fan who guesses closest to the final score. Require fans to share the contest post and “like” your page to enter any contest. Be sure to clearly state all rules and requirements. Also, be sure that all posts have a disclaimer that the contest is not affiliated with the NCAA.

Confirm that all post(s) are in no way infringing on the NCAA. Popular terms such as “March Madness” and “Final Four” are trademarked and can’t be used in commercial advertisements.

Also, be sure to show support for local teams playing in the tournament. Local fans have a deep loyalty and are more likely to be engaged with a page that supports local teams.

  • Post bracket updates after each game
  • Encourage fans to engage the post(s) with bracket points, bragging, etc.

Social media continues to grow and “fans” stay engaged even while watching their favorite team. Companies that embrace the Social world will appear to be relevant and trustworthy. Social marketing should be included within any digital strategy. Unfortunately, most companies do not have a strategy and usually miss out on many opportunities.

If you need assistance with developing a digital plan or implementing a strategy, please drop us a line at 502-855-4782.

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Monthly SEO Techniques – Promoting Digital Content

Digital content is 2014’s best practice for improving Search Engine Optimization.  While the content is extremely important, it must gain exposure in order to make an impact.  Below are a few techniques that will help to promote your content.

Social Media
Utilize “paid” page promotions and post promotions to increase your reach and brand awareness. The majority of social websites allow for promoters to specifically target individuals based on geographical area and/or online behavior.  You can also encourage existing “followers, friends, and etc.” to “share” your posts and pages.  User engagement such as “Liking” and “Sharing” your posts will amplify the content’s impact.  Marketers that have utilized social media contests and reward programs have experienced great success.

Blogs should contain solid content, which is engaging and educational, relevant to your products and/or services. Educating consumers is a great way to develop consumer loyalty and increases the possibility that your blog will be shared with others who may benefit from the information. Be sure to add social media buttons (Facebook, Pinterest, Google +, etc) on your blog page to allow existing blog readers to share the information easily on their personal social media page.

Traditional Media
Your traditional media and digital media efforts should complement each other, working hand in hand to brand your business.  Both should carry similar messaging and creative looks.  Always include your website url information and social media addresses in traditional media creative.   This will allow potential customers to research your company and view your content in a setting of their choosing.

In conclusion, a Search Engine’s sole purpose is to provide users with the most relevant answer to their question or search.  If you produce content that Search Engines deem useful and relevant to a search, your company will rank better in search results, it’s just that simple.

Have questions about Digital Marketing? Contact David for a free digital consultation at 502-855-4782 or

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Social Media Damage Control

In a previous post, I had mentioned that if you were not utilizing social media in 2014, your company was going to be viewed irrelevant or non-existent. Hopefully, by now you have a social media presence and are beginning to experience the benefits of your efforts.
If not, give us a call and we can get you started!

While social media offers many positive attributes, many companies don’t consider or plan for a negative experience, i.e., negative comments, images or videos. Social media can be as damaging as it is helpful, if negative posts are not handled correctly.

Deleting a negative post or comment is usually a company’s first thought or reaction; this is not the best way to handle the situation. Addressing the issue in a timely-manner benefits the company much more and often turns the negative into a positive. What better time to exhibit your customer service and prove to potential customers that you stand behind your product or service?

Occasionally, when a customer is combative or can’t be reasoned with it is best to leave the trail of engagement and over time the post will descend into obscurity. Recently, a client called the office in a panic. A recent patron of his establishment had posted a negative review on Google. I assured the client that all would be fine. The establishment’s 100+ positive reviews will influence more users than the one negative review and the negative comment will eventually descend in the review list. (Hint, hint, requesting clients to leave a review will accelerate the time in which the negative review will descend in the review list. Search engine reviews also help with website seo).

In conclusion, companies must be proactive and develop a strategy to consistently engage negative posts, comments, and reviews. Always address this type of issue with compassion and understanding. Do not appear as argumentative and stay professional in your demeanor. Remember, the world is watching to see how your company handles this type of issue.

If you need assistance with a Social Media plan or reputation management, please contact Media Venue at 502-855-4782 or email me at


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