I was browsing Craigslist looking for a car the other day when something occurred to me. Craigslist shouldn’t work. It shouldn’t be the first place that people stop when looking for anything from a boat or RV to a treadmill or refrigerator.
The site is not attractive. It’s not fancy. It’s not modern. By most standards, it’s a site that shouldn’t be as popular as it is. However, it works because it’s not attractive, it’s not fancy, and it’s not modern. It works because it helps us find things in the ways that we’ve always been accustomed to finding them, even before the days of Google.
When I finally stopped counting, I found 43 articles posted this week on various publications proclaiming that everything was going mobile and that marketers and businesses need to make the appropriate adjustments. All of the articles had two things in common: they gave reasons why we needed to market to mobile users and they didn’t give very good ways other than the basic or generic methods for doing so.
Well, I’m here to give you some good ways to do it. That’s all. No need to convince you that you need to do it. If you’re reading this article, you already know. If you’re not reading this article, you probably already know. Now, let’s get away from why and start really digging into how. (more…)
Today, there is no shortage of data. There is exponentially more available data in our hands today than a decade ago, and there will be much more data available tomorrow than there is today. With so much information available, it’s strange that many still rely on their instincts or sales pitches to determine where to put their advertising dollars.
Most big companies get it. They will go so far as to buy other companies just to get access to their data. This has been common for decades, but today the ability to sift through and organize the data in a quickly-retrievable manner makes it even more prevalent than the past. For smaller companies, it gets a little more complicated, particularly if they’re working within a constraint such as limited potential customers bases or localization. That doesn’t mean it’s not impossible.
As a good chunk of the internet is finally starting to switch to responsive websites, let’s put another nail in the unresponsive website design coffin. For social media, consistency between mobile devices and desktops is imperative.
Sites like Facebook, Twitter, and Pinterest can send a good measure of traffic to websites, particularly if appropriate campaigns are being run on them. Creating landing pages that are “social-appropriate” can be a challenge when there are two variations of a website running, which is the case with adaptive websites that present different pages for the same URL depending on the device through which they’re called. If the goal is to send traffic to the website through social media, responsive is an ideal solution.
There was a dream that was Rome. You could only whisper it. Anything more than a whisper and it would vanish, it was so fragile.
Okay, so that’s not really original. Any opportunity to plug in a line from Gladiator, I’ll take it. Despite the overly serious tone of the quote, it plays well with the dream that was social media. The idea of having a set of free venues through which businesses could interact with consumers and the consumers could interact back presented itself as a grand concept to be desired and cherished. Unfortunately, the dream is dead. Success on modern social media requires one of two things: serious fame or cash invested.
Don’t worry. This isn’t one of those “feel good” stories about how social media is all about interacting with your local community. That part’s true, but you should know that already, right?
Today, let’s go over a quick explanation of how social media algorithms, especially Facebook’s, work and why you’re actually hurting your local page’s chances of being seen by having too many people outside of your local area liking your page. It isn’t just a matter of them not being interested in your content the way that locals will. It is an algorithm play that can actually prevent locals from seeing your posts.
In today’s world, there is a huge focus on social media and Internet marketing. While the Internet has definitely made it possible for businesses to connect in new ways with clients and customers worldwide, the Internet has not totally replaced traditional print marketing, nor should it.
Social media marketing should not be a stand-alone tool, but instead you should have multiple different marketing channels that are available to you and that you work to seamlessly integrate. Print marketing and social media marketing, for example, can go hand-in-hand in order to reach the most customers and potential customers.
How Print Marketing and Social Media Marketing Can Complement Each Other
Print marketing and social media marketing can integrate in many important ways as long as you have a clear marketing approach that you take across all of your different marketing channels.
Some of the different ways that print marketing can complement your social media marketing include the following:
Allow participation in contests in social media that can result in real-world prizes that someone can enjoy. For example, you could run a contest so that everyone who follows you on Twitter or who re-tweets something you post is entered to win a great promotional item from your company. Promotional products are great advertising because when people use a product with your brand on it, this spreads the word about your brand and company to others. A social media contest to win a promotional product gives you lots of bang for your marketing buck because you generate buzz when people enter (and talk about entering) the contest AND you get the benefit of giving someone a promotional product that can be used. You can purchase such prizes from a company like Quality logo Products out of Aurora.
Include hashtags and an easy newsletter signup on all print media that you distribute. Whenever you send out a direct mail marketing piece, provide a print brochure or otherwise give someone print materials about your company, you should be sure to include hashtags that can invite people to visit your social media channels and talk about the product. You can also include all of your information on websites as well as social media channels and user names (like your Twitter handle) so that people who see your print material can quickly and easily find you online. Those who receive your print material can then visit you on social media as well. Be sure to make your social media names representative of your company and simple and easy to remember in order to encourage more people to visit your sites.
Build a database of potential customers through both print and social media. When someone obtains print material from you, ask for that person’s email address to be added to your online mailing list using a service like Mail Chimp. When you get someone’s email address, you can then contact them over the Internet and invite them to follow you on Facebook, Twitter or other social media sites. Likewise, if you are running a contest for those who follow you on social media, consider asking for a physical address (to be kept private, of course, not publicly shared on Facebook or otherwise on social media). When you get the physical address of a customer or potential customer, this makes it possible for you to send print material.
Use QR Codes. QR codes can integrate online and local ads by making it easy for people to access your digital information. A QR code included on print material can allow people to connect with you digitally in a very simple and easy way. For more information on generating and using QR codes, click here.
Include social media mentions on print material. If you send out marketing material or newsletters in print, you can include things that people have said on social media about your company. These statements act as a reference, and those receiving the print material may become curious and sign onto social media to learn more about what people are saying about your company.
These are just a few of the key ways that you can integrate print marketing and social media marketing. There are many different approaches to take and the right choice is going to depend upon your specific business model. However, you should not assume that since social media marketing seems to be the wave of the future that it is the only kind of marketing you should do.
A comprehensive marketing plan should include social media marketing, email marketing, a great company website, and print materials. You will have multiple ways to connect to clients and customers, won’t have to worry as much about losing trust because of a change in email address or because of a move, and you can offer content and information that people appreciate in multiple formats. This just makes good business sense.
As it seems, Facebook is climbing onboard the video ad boat and it is a move that is actually very fitting. With such a large audience to consider with this particular website, it was only a matter of time until videos would start to constantly appear on the newsfeeds of users. This is a great financial move on the part of Facebook but I have to wonder how much this move will impact the user base at large. While these concerns have been confirmed, they are concerns with the upcoming change nonetheless.
The change will not bode well for the faltering teen demographic. As it’s been reported in the past, those within this group have utilized the site less and even Facebook itself confirmed the matter. While some of this could be considered a result of young men and women wanting to get away from the vigilant eyes of their Facebook-using parents, it can also be argued that they have started to see more in the way of advertising on a site that is meant for social engagement. If there’s one things teens enjoy, it isn’t a litany of advertisements, in video form or otherwise.
These videos may not be too friendly to older computers. Your typical laptop is not going to sputter out of control and combust if only one website is open but think about the common Internet user. Is that individual going to have one tab alone open on their browser of choice? When that individual is moving from page to page, they expect a smooth experience. While videos can come together as arguably the greatest platform for marketing, it’s reasonable to worry about how much bandwidth it will consume.
No one really asked for video ads on Facebook. Yes, it is true that the videos on a user’s newsfeed will play silently at the onset, which is a smart move that any Long Island advertising agency can support. That being said, Facebook stated that, “Compelling sight, sound and motion are often integral components of great marketing campaigns.” While this might be true, is there a chance that Facebook will implement a change where videos are no longer mute to begin with? The idea of this social media mogul forcing video advertising in the faces of its users will do more bad than good in the long run; this won’t apply to only teenagers, either.
When considering the idea that Facebook will sell these ads for $2 million a day, it’s clear that the company stands a great chance of coming into money. Companies have to understand that this site is where most individuals on the Internet frequent. The idea of utilizing video content for awareness is understandable. Hopefully I am wrong about the concerns listed above and that these ads can benefit everyone.
The days of purchasing CDs alone for the sake of building a music library are fading and one can make the argument that downloading MP3s could go the same way somewhere down the line. There are many music streaming sites that appear to be able to fill the needs for those who can’t get enough of the classics or the tracks that have become all but viral. Spotify is one such example and it seems like it is taking a new step as far as mobile streaming is concerned. Will it be a step that everyone will agree with, though?
On the surface, the idea is brilliant. The Wall Street Journal reported that Spotify may soon offer a free version of its service on mobile devices, which would replace the paid version that many have utilized. Since Spotify was introduced, the only way that anyone could benefit from its free music streaming was through computers. However, if this change were to come to the surface, it would allow users to play a set number of songs on demand and create their own playlists to boot. Shouldn’t an idea like this make everyone happy?
Keep in mind that while there are many Spotify users who would clamor for free mobile streaming at no cost, there are those who have paid for the service for different reasons. A monthly fee was put in place for the sake of allowing fans to enjoy hundreds upon hundreds of tunes without any ads. With this in mind, what if they don’t want to take the free route? If they were to do so, they would have to endure ads after a set number of songs, which is one of the reasons why the premium route is taken.
For example, it is not uncommon to go through two or three songs on Spotify, only to be greeted with an ad. However, this ad may not be tailored to your interests. If you are someone who runs a business, are you going to care about opportunities for potential freshmen at particular universities? What if you enjoy songs along the lines of Lorde and instead you’re given an ad telling you to sample a Billy Joel compilation album? Not only are these ads bothersome but they oftentimes fail at grabbing your interest and keeping it in place.
When a social media agency is hired by a particular brand, it is easy to assume that the efforts will be able to appeal to various audiences. Said audiences are driven based on interests, so whatever advertisements are put forth have to accommodate such matters. In my experience, the ads on Spotify are pesky, to say the least. That being said, if they are able to facilitate complete mobile functionality at zero cost, perhaps they are caveats worth enduring.
Someway, somehow, consumers have been led to believe that everything on the Internet is free. Why do you think movie and music piracy are so rampant? Such sense of entitlement extends to the buying of apps. Most consumers would rather have their apps free than paid.
Unless, that is, the apps are designed to get something done. According to app analytics company Distimo, paid apps dominate the top ten in the categories of productivity, medical, business, fitness/healthcare, navigation, catalogues, lifestyle, photo & video, travel, and weather. These apps enables you to work hard, get healthy, find directions, book flights, check weather, and so forth. They make your life easier. Consumers are won to appreciate and buy such apps.
Even so, the utility of an app is no guarantee of its being purchased. The situation is even worse for other app categories, such as games, where ‘free’ is the byword.
Free is understandable, especially if you’re really bereft of money, but paid is ideal. Here are the most compelling reasons why you should buy paid apps:
1. There’s no such thing as a free app.
There’s no such thing as a free lunch or a free app, for that matter. Sure, that nifty social network or cloud storage app comes for free but make no mistake. They will find a way to offset the gazillions they have expended on overhead, etc.
As information technology pundits would have it: “If you don’t buy the product, you are probably the product.” You only have to check out the terms of service on Facebook; they have clauses that virtually let them intrude upon privacy and mine your data, like where you shop, who you’re connected to, etc. Next time you think an app isn’t selling something, think of yourself. It is probably selling you.
2. Rage against the Machine.
Many of us don’t like to buy something because we think we are pawns of the corporations selling them. We believe that our money is not really of benefit to its end producer. With apps, you can rest easy in the knowledge that your hard-won money directly goes to the creators, which brings us to next reason.
3. Put some bread on the developer’s table.
Each sale encourages these small businesses to forge ahead with their offerings. This is not an easy thing, considering the manifold challenges the average developer has to face. For one, he or she has to meet an annual fee set by Google and Apple before submitting an app. After that, the developer is caught between a rock and a hard place: If the developer doesn’t charge customers for the app, Apple/Google will charge yearly fees anyway. If the app comes with a price, customers will be put off. And when the app eventually sells, Google/Apple gets a cut.
These are to say nothing of the expenses, especially in running the app’s website and getting hosting. These expenditures could only skyrocket with more customers, ironically what developers are after.
4. Payment = zero ads
One way developers can market an app as free, and still monetise it, is to offer advertising space. The trade-off is that customers will eventually resent the clutter.
In other words, paid apps give you the minimum incentive of being ad-free. If the paid app still comes with ads, feel free to complain or find a new one.
5. Price of a coffee
Injustice. That’s what it boils down to if you are able to afford a Starbucks but run away from a dollar or two in snapping up an app.
6. Quality is not an excuse.
Granted, there are unscrupulous developers who charge a premium for garbage. You can skirt this problem by reading reviews from top-notch websites. Besides, you can always get trials of paid apps.
An app shouldn’t really feel like an investment considering how cheap it is compared to what you’ve already been buying. Always remember that ‘free’ comes with a catch.