DIGITAL ADVERTISING

Traditional advertising is defined as newspaper, radio, television, and direct mail. Kids today might not realize it, but these marketing options were all businesses had to promote their business for many years before digital advertising. Today, however, businesses have more advertising options than ever before through Online Advertising.
It’s true that people still watch TV, listen to the radio, get the mail out of the mailbox, and yes read the newspaper. The world today still interacts with traditional advertising and many marketing strategies still include traditional ads. But what many businesses don’t realize is that choosing between digital and tradition advertising doesn’t have to be a “one or the other” question. Instead, creating a marketing strategy with campaigns in both digital and traditional advertising can promote your business to a much wider audience.
How Digital Joined the Party
Traditional advertising still has a large audience base making them a good option for brand awareness and keeping your company name in front of the masses. They also offer limited targeting options. You can pick days of the week to run print, radio and TV ads. You can pick day parts in which to run your TV and radio ads.
However, in the 1990’s there was a little white elephant that joined the advertising party. That elephant was digital advertising. In the early years of digital advertising, many businesses wrote it off as a passing fad, forgetting that they had said the same thing about other advertising forms as well.
Digital advertising was the outcast. After all, who would want to read their news on a computer screen? Watching TV on a mobile screen or listen to the radio on their computer wasn’t even a thought. But in today’s society, we like the immediacy of our computers and mobile devices. We like that we can quickly search for a video we want to watch or songs we want to hear. We also like the personal nature that digital gives us. Everything is based on how we want to interact with our interests.
Targeting with Digital
What sets digital advertising apart from traditional is the ability to target an audience with specific criteria. We’re not only able to look at all the same demographics as traditional advertising, but also look at our audience and their interests. We consider their hobbies, what kind of searches have they been doing, purchase history, pets, cars they may own, and the list keeps going.
Digital advertising creates a much more personal message and a stronger conversation with new customers. A digital advertising campaign can be created with a more specific result in mind. Whether it be direct purchase or direct interaction with the brand itself.
Combining Digital with Traditional
So how do we pull all this together? In a good media mix, one of the unique features of creating a strong digital campaign is that the other traditional forms of advertising see improvement as well. The combination will only strengthen your message and reach your audience where they are at any given point in the day.
Let’s take myself as an example – I get up in the morning and turn on my favorite local TV station while I have breakfast and enjoy perusing the latest headlines in my local newspaper. I check my mobile device to see what friends and family have posted on the social networks before I head out the door. When I get into the car I listen to the radio as I drive to work.
Now, if your business has a strong media mix of both digital and traditional advertising, I could have seen or engaged with your ads five times all before 8 AM.
The fact is that a good media mix is the strongest adverting plan. We consume data all day in all different forms. You can be in front of your audience with a consistent message more often with a media mix of both digital and traditional advertising than if you focus on just one. Look at your audience, look and their media habits, and then build the best mix to reach them where ever and when ever you can.
Connecting with your target audience and not just blanketing a group of people with advertisements has become one of the most effective ways to convert leads to customers. If you want to find out how KeyMedia Solutions can work with your business to take your traditional advertising strategy and incorporate digital advertising, make sure and contact us with all of your questions.

Twitter Marketing

With over 313 million monthly active users and a young demographic to boot, Twitter is a great platform for most marketers.

Starting up a Twitter page for your company is easy. Anyone can come up with a Twitter handle, upload their profile photo, fill out their bio and send out their first Tweet. What’s not so simple, however, is growing your Twitter account and turning it into an actual tool that generates leads and builds up your brand.

Growing a real following on Twitter takes more than sending out Tweets whenever your company has a product being released or an upcoming event. It’s about engaging with your target audience and interacting with them. Successful Twitter marketing is powerful.

What Makes Twitter Different

Your approach to every social media site should be different. For example, your Twitter marketing strategy isn’t going to be the same as your Pinterest or Facebook marketing plan.

Some of the main ways businesses use Twitter include:

• Sharing information and content
• Driving engagement for promotional activities
• Interacting with consumers
• Networking
• Branding
• Reputation management

As you can see, most of these activities have to do with interactions. It’s not necessarily just about broadcasting your content like Instagram or Pinterest, for example. Twitter thrives off communication. Keep that in mind as we continue with the rest of this guide and get into the nitty gritty of Twitter marketing.

Twitter Chats: The Untapped Market

For years, marketers were asking the question “how do I get more Twitter followers?” But the question you should really be asking is “how do I get more active Twitter followers?” The answer is Twitter chats. The reason why Twitter chats are so effective is because the people who participate in them are the ones that enjoy actively engaging on the social network. They don’t use it just to distribute and consume content. Instead, these people use Twitter for the purpose it was meant for, which is to interact.

Plan Ahead
By late September or early October, you should already have special Tweets and content ready to go for Halloween. By the time November rolls around, you should have some Thanksgiving-themed Tweets ready to go. Planning ahead for holidays and special events will give you time to craft high quality content to take advantage of trending hashtags and topics. For instance, we know hashtags like #Halloween, #Thanksgiving and #Christmas will be trending as it gets closer to those dates.

Make Tweets Conversational
The way that a lot of brands Tweet is very one dimensional. Their Tweets are essentially just broadcasts, which is not what Twitter is about as we mentioned earlier. Your Tweets shouldn’t consist of only headlines with a link, inspirational quotes or funny statements. They should open the door for communication and conversation.
Here are some tips to help you out.
• Tweet out questions
• Make at least 30-40% of your Tweets replies to other people
• When Tweeting links, add a line of your own insight to spark conversation.
• Tweet directly to your audience. Instead of “Blog Post Title, [link]”, try “What do you all think of this new post? Blog Post Title, [link]”

Create a Tweeting Strategy/Schedule
Similar to planning ahead, you should also have a set posting schedule for your Twitter account. Your Tweeting schedule should detail what and when you plan on Tweeting. Your strategy should outline things like when you’re going to Tweet links to your new posts and other updates.
It’s a good idea to include this as a part of your overall content strategy, particularly if you publish content across several different platforms like a blog, YouTube, guest posts and media coverage. A benefit of having a set Tweeting strategy is you can avoid mistakes like only Tweeting out links to your new blog posts once. In general, this is one of the biggest mistakes brands tend to make on social media, but it’s particularly bad on Twitter.

Twitter Video
Twitter might not be the first platform you think of when it comes to video marketing, but it’s not something you should overlook. Twitter gives you a couple of options for using videos.
First, you can use Twitter’s native video feature. This allows you to record videos up to 140 seconds long and upload them directly to your Twitter stream.
A second option is to use Periscope, which is a live streaming app owned by Twitter. Periscope integrates into the Twitter so your live streams show up in your followers’ Twitter feeds. Once the stream is over, the recording is still available for people to watch.
Live video from Twitter’s content partners reached over 31 million views in 2016, so it’s safe to say your followers are likely interested in consuming your videos.

Set Goals & Milestones
An astounding 41% of companies have no idea whether or not their social media efforts areworking or not. A big reason behind that number is companies aren’t keeping track of their activity, and haven’t set any type of objectives for what they want to achieve on Twitter.
Instead, businesses just publish content and hope that something happens to improve their brand. The publish and pray approach simply won’t cut it. First, you’ll want to set some objectives and goals on Twitter:
• Build an engaged following
• Monitor and improve your brand’s reputation
• Respond to customer complaints quicker
• Generate leads
• Get more traffic to your website
• Network with bloggers and influencers
Then, you’ll establish accomplishments that tie in with those objectives:
• Increase @mentions and Retweets by 15%
• Keep response rate above 90%
• Maintain a response time of under 10 minutes
• Generate at least 20 leads from Twitter
• Improve referral traffic from Twitter by 30%
• Add at least 100 new contacts from Twitter
Of course, all of your goals should include a specified deadline. This could be weekly, monthly, quarterly or whatever works best for your industry. Use a social media management tool like Sprout Social and a website analytics tool like Google Analytics to measure your activity and track your goal’s progress.

Business Instagram

It’s no secret that your business needs to be active on Instagram — with more than 500 million users, it’s a social network that provides a great marketing platform to reach potential customers from every corner of the world.
In order to improve your Instagram marketing, you need to increase your following on a steady and consistent basis. After all, the more people that come in contact with your brand and follow you on Instagram, the larger your audience is that you can potentially reach every time you post. Here are seven easy to implement Instagram marketing tips that will help you grow your brand

1. Take advantage of free Instagram tools.
Instagram just started to roll out business profiles, which heavily mirrors Facebook’s business profiles, complete with a huge “contact’ call-to-action, allowing users to email, call or text the business.
Along with the contact option, business profiles have access to analytics, or as they call them, Insights, giving users access to impression and engagement data. If you use your Instagram account for your business, you might want to consider converting your personal profile to a business profile in order to take advantage of these options.

2. Cross promote Instagram posts.
Want to easily add new Instagram followers that already love your brand? Post across all over your other social media profiles — Facebook, Twitter, LinkedIn, etc. — and invite them to follow your Instagram profile. They are already following you on social media, so they are obviously interested in what you offer, so give them another way to socially connect to your brand.

3. Interact with followers to spark growth.
If someone takes the time to leave a comment on one of your posts, take two seconds to reply and thank them. That simple engagement can create a loyal customer as well as a raving promoter of your brand.
Also, incorporate ways to get your followers to interact with your posts. A simple, “Tag three of your friends that would love this” can quickly put your brand in front of a larger audience as well as attract new followers.

4. Create an interactive hashtag.
Creating an interactive hashtag is a great way to create instant engagement — just make sure you are using hashtags the correct way.

For example, creating a hashtag that your company can search for to re-post the pictures of your customers with your product will accomplish two things:
• It will cause more of your followers to use the hashtag and post images of them with your product because they will want to be featured on your page
• Every time someone posts using your hashtag they are exposing all of their followers to your company and product(s) — free advertising!

5. Use creativity to connect with your audience.
Being creative with your images is a great way to connect with your followers — it’s much more effective than posts that look like straight up advertisements.

Digital Marketing Trends

A brand represents the emotional and psychological connection a consumer has with a business and its offerings and therefore

Top 10 Trends That Will Transform Digital Marketing in 2017-18
• A brand change is on its way
A brand represents the emotional and psychological connection a consumer has with a business and its offerings and therefore, it can only be considered a success if consumers consistently seek out its products and services. It’s safe to say that marketers are not the ones who create brands but rather, it’s the customers who do so. Social media platforms allow consumers to share information about their lifestyles, thoughts and purchasing choices, which marketers take as valuable information for digital marketing purposes. Asinfluencer marketing continues to grow in popularity, companies everywhere will pay even more attention to the priorities and needs of the consumer, and increasingly offer products and services that are designed to fit in with the latest lifestyle trends.
• “Instant” Speeds up as the New Normal for Gen Z
What happens when you grow up surrounded by social media and technology? Expectations of instant communications and entertainment become inevitable. Generation Z consumers gravitate to instantaneous social channels such as Snapchat, Instagram, and the new social app Musical.ly. “The downside?” DeBroff explains, “This generation has grown up with instant response as its baseline expectation. We can count on at least three platforms we’ve never heard of rising to social prominence next year that embrace faster, more pictorial, and more spontaneous ways for rising Gen Z to bond.”
• Artificial intelligence to lend a helping hand
This year will see a rise in the use of artificial intelligence in digital and influencer marketing efforts all around. Through artificial Intelligence and machine learning, big data sets on retail purchases can be analysed, segmented and filtered to extract more information on consumer behaviour and preferences. This allows businesses to innovate and create products and services that are in demand, and design marketing campaigns that appeal to the target market, thereby bolstering their digital and influencer marketingefforts and growing their brands.

• Influencer marketing as a fundamental brand strategy
In 2017 and beyond, influencers will become the defining voices in digital marketing efforts as businesses leave behind traditional advertising methods in favour of influencer marketing to grow their brands. The use of converted consumers and brand advocates speaks volumes of the quality of a product or service, and is an effective way to raise conversion rates and grow customer bases.Influencer marketing is definitely not to be ignored in this day and age as the endorsement of influencers has become the benchmark for consumers when making purchasing decisions.
• Videos and images take centerstage
The rise of video marketing has been truly phenomenal, so much so that every online platform – from social media to business websites – now offers video viewing, uploading and sharing functions. Digital marketing has also been largely transformed by the pervasiveness of video as a marketing tool, with products and services now being marketed through short video clips and eye-catching infographics and images, in addition to text. More video platforms are expected to debut in 2017 and beyond to meet the strong demand for videos as a tool for gathering and sharing information.
• Mobile devices enable mobile consumerism
According to Internet Retailer, mobile commerce constituted 30% of all US ecommerce transactions in 2015 and this number is expected to grow rapidly in the coming years, considering the fact that there are currently 2.6 billion smartphone users globally, a number that will rise to 6.1 billion by 2020. This ‘electronics evolution’ has galvanised marketers everywhere to up the ante on digital marketing efforts by ensuring that every company website comes with its mobile equivalent, as well as a mobile app. Social mediaplatforms have been ahead of the game for some time now, constantly improving their app features to better engage with its users. For example, Facebook and Instagram now come with video features that allow its users to upload and share videos among their social circles. As mobile devices become must-have items in our daily lives, they will continue to influence consumers at the point of purchase.

• Content Marketing
In the evolution of digital marketing, the major role has played by content marketing. The demand for content is always increasing in the digital marketing trends. The raise of visual content has introduced many ways to build brand value with the creative side. Still there is no way to avoid text content since “content is the king”.
Mobile Marketing
The tremendous rise in use of mobile phones make it necessary to concentrate in mobile focused marketing strategy. There are some features to consider while start mobile focused marketing strategy.
Speed
Accessibility
Readability
Different type of content consumption
Visual focus
• Consumer resentment of intrusive marketing deepens
According to HubSpot , 64% of ad blocker users do so because they believe ads are annoying or intrusive. This tells marketers everywhere that they should probably lay off pop-ups, banner ads, and disruptive brand messages as a digital marketing tool, whether on websites, mobile apps or social media platforms. Consumers today are partial to content marketing – which offers educational content that doesn’t insult their intelligence – as opposed to push marketing methods, which are considered annoying and aggressive. “Consumers will continue to vote with their feet … ‘walking’ away from social platforms that inundate them with brand marketing,” says Stacy DeBroff, CEO and founder of Influence-Central.

• Consumer tethering to mobile devices tightens
Mobile dependency rates will continue to rise this year and in the near future. Google tells us that 80% of millennials have their smartphones at their sides day and night, while consumers spend 85% of time on their smartphones in apps, according to TechCrunch. Mobile devices play such a big role in our daily lives today that businesses are increasingly designing their digital marketing efforts to cater to these devices. Most ecommerce businesses now offer mobile-friendly websites, and are progressively updating and improving their webpages to include mobile-friendly elements, making use of ‘Buy now’ buttons to offer instantaneous purchasing.