Finding the right audience the first time

We all like the convenience of accessing the internet on our mobile devices. But there may be a trade-off with that convenience. From a March 2014 story from 60 Minutes’ Steve Kroft, we know that data brokers are gathering hundreds of data points us that are used to create target marketing messages based on our behaviors online. While many Internet users may be naive that such a practice is occurring, it’s big business and growing every day. For marketers, the ability to target potential customers using this data is appealing. Marketing budgets are often the first things cut when times get tough, making it even more important to be able to prove a substantial return on investment. 

Don’t overlook Baby Boomers in your digital strategy

For those raised in an era without the internet, smartphones, and the ability to always be connected to the news and latest trends, understanding new media can be a challenge. For marketers that attempt to engage audiences that don’t logon to social media is also a challenge. For decades, marketers relied on traditional media like newspapers and radio, to reach all demographic groups. These one-size fits all marketing plans just don’t fit anymore. But the times are changing; According to a 2013 survey conducted by Google, the number of Baby Boomers (born 1946-64) using the internet and social media continues to grow. As the survey indicates, Boomers (and seniors) are active online, spending an average of 19 hours per week online, far overshadowing the amount of time spent reading a magazine or newspaper or listening to the radio. Long thought the preferred method to engage with this age group; the data supports a marketing campaign that migrates away from newspaper advertising and to investing more heavily one online campaigns. 

The power of photo sharing

In our world where we are constantly bombarded by information, use of images and video help bring attention to your post, advertising, or tweet.  This is not a new phenomenon. We started out with picture books as kids, letting the picture tell us the story with very little words. Today, although our vocabulary and reading comprehension have grown considerably, we still look of quick ways to get our news of the day or to simply be entertained.

More than 500 million photos are shared each day. As the quality of cameras on cellular phones continues to improve, the images produced can rival those taken with compact cameras. For photographers like me, can be a little frustrating to see an image of a beautiful landscape and find out that is was captured on an iPhone. Photographers typically put a lot of thought and planning when trying to capture the perfect image – light, shadow, exposure, and clarity.

The world is shrinking

With the advent of the Internet, communication across borders and time zones happened at lightning speed. Global companies could reach customers without leaving the comfort of their office through video conferencing. Each day it seems that news ways are created to make our lives simpler, removing historical barriers as language and currency.  Enter Bitcoin. This digital currency created in 2008, and still today it us unclear just whose brainchild it might be. Also called cryptocurrency, Bitcoin is gaining popularity as a way to pay for purchases in both brick and mortar stores and the Internet. Take a look at quick description of how Bitcoins work:

Marketing with a conscience

They may pull at your heartstrings or inspire you to action. Cause marketing attempts to do just that while at the same time inspire loyalty to their brand.

Companies like Chipotle have tapped the popularity of short films to bring their message to the masses about their Food with Integrity mission. In their thought-provoking short film, The Scarecrow (2013) and its companion game, they depict a world where crows use scarecrows to perpetuate the facade that food is produced in the most healthy ways possible. As the film continues, you see the scarecrow becomes disillusioned by the fact that the food is mass produced, compromised by chemicals and cows and chickens are raised in inhumane living conditions. Pretty heavy duty messaging for a brand that wants you to not only frequent their restaurants, but also to join their cause.

Take your health selfie

In healthcare marketing, we try to empower people to take control of their health by making healthy choices, seeing their doctor regularly, and exercising regularly. These choices alone do not ensure that people with become an active participant in their own health. There are tens of thousands of smartphone and tablet apps that allow people to measure their steps, track their cycling route, log their food in take and chart their weight loss. Creating a fun and often interactive way for people see their results will help them to get excited about their health.

Consumer data: a double-edged sword

You’re not anonymous. Your location can be recorded on your smartphone, and while this is an advantage if you’re trying to find directions or restaurant nearby, when does it become invasive? Your behavior online allows your device – computer, smartphone, tablet – develop a relationship with you that you may not always want. They remember your likes sometimes better than your best friend.

Finding the right audience is key to any marketer. But with messages bombarding consumers everywhere they turn, how can we be sure our messages are being heard? We need data. And not just name and email address. We need to know who is more likely to purchase a new vehicle, buy a new house, or need a colonoscopy. Timing is critical. You want your message to be available at the time the consumer is making their choice. We also need to know how those people like to receive messages web ad, email, or word of mouth. All of these considerations lead us back to the need for data.

Now your bicycle can have a Facebook page

In a world of hyper connectivity, having customized content pushed to us on our mobile devices, tablets, and wherever we access the internet is just part of our daily lives. Devices formerly considered low-tech like refrigerators can now interact with us by providing customizable apps for grocery lists, managing our calendars, and checking the weather forecast. Still, even with the advent of smart TVs and thermostats, there were some items in our lives that we figured would never connect to the internet or serve as a tool for marketing messages.

An UK-based company EVRYTHNG has the technology to change all the rules of marketing communications once again. With their application, consumers can create a web profile or Active Digital Identity^TM for ANY physical object. Why is this development important to marketers? It provides another opportunity to create customer loyalty and build brand relationships. Your bicycle can have its own profile on Facebook and connect with other products. Your camera can tell you where to go for the best photo opportunities. And your medication can tell you when it’s time for a dose. While this new level of connectivity may be too intrusive for some, for companies and their customers, it allows for a stronger bond.

Always changing

 Each day, it seems each day a new gadget or app is introduced that allows marketers to communicate in exciting ways to consumers. This blog will endeavor to uncover information on the latest trends in media. A daunting task, but an intriguing one!