Youtubers an underrated source of marketing!

There is an ongoing debate as to the level of power that youtubers have. Just take a look back to earlier this year when James Charles appearance at a Morphee store in Birmingham shut down the entire town.

Youtubers are an underrated commodity in the digital marketing realm

Just take a look at these statistics

  • 6-in-10 subscribers report they would follow their favourite YouTubers advice on what to buy over their favorite TV or movie personality.
  • 92% of consumers trust influencers more than ads or traditional celebrity endorsements.
  • 58% of 13-24-year olds report watching influencer made content, but 58% say they’d skip pre-roll ads and 74% say they’d skip TV ads.
  • 70% of teenage YouTube subscribers say they relate to YouTube creators more than traditional celebrities.
  • 4-in-10 millennial subscribers feel their favourite YouTuber understands them better than their friends.
  • YouTubers are 17x more engaging and 11x more extraordinary than celebrities according to a survey comparing the 10 most subscribed YouTubers and 10 most popular celebrities.

The popularity of Youtubers is undeniable as the statistics have shown. The public have demonstrated a preference for YouTube influencers over celebrities.

For example according to an Apple representative, the video ads featuring popular youtuber Liza Koshy received 4x as many clicks compared to Beats By Dre ad spots featuring figures like Tom Brady.

The effectiveness of influencers over celebrities isn’t a phenomenon limited to YouTube. In the past year, brands have chosen to partner with influencers as opposed to celebrities across social media. A report found that in 2017, 80% of the top 15 beauty brand collaborations were with influencers and only 20% were with celebrities. 

However, influencer marketing is still a developing industry and as such strategies and tactics to maximize the impact of influencer partnerships haven’t been fully optimized.

So who would you choose to endorse your product or campaign, Celebrities Or YouTubers?

The public’s preference for YouTubers and the demonstrated effectiveness of influencer campaigns over celebrity endorsements speak to the changing marketing landscape. The audience size and reach of celebrities still offer value to advertising campaigns. However, the authenticity and reliability of influencers are extremely attractive to consumers, particularly Millennials and Gen Z.

What do you think have you been shocked by the results or did you already know the strength and impact of youtubers? If you had to promote a product would you go for a celebrity endorsement or a social media influencer? Let me know in the comments below!

This has been my 10th blog and with it marks the completion of my assignment. If you have truly enjoyed my blog and would like me to continue with weekly blog posts let me know in the comments below!

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The future of Digital Marketing

Image result for digital marketing future

Where will digital marketing be in 10 years time? what about 5 years time? According to Adobe’s Digital Distress survey 76% of marketers felt that marketing has changed more in the past 2 years than the previous 50.

There are numerous trends and innovations taking over the digital marketing realm some you may know more than others. Some of the big buzzword trends are AI, chatbots, email and marketing automation, adwords, VR and AR (which was discussed several weeks back).

Here are two trends you may not have realised are starting to look like they are taking over the digital realm.

  1. Video

Yes, video! Many disregard it as a growing trend but the numbers don’t lie and to ignore it or underestimate it can be harmful. According to Cisco by 2021, 82% of internet traffic will be through video.

In a 2017 Facebook earnings call, CEO Mark Zuckerberg said, “I see video as a megatrend. That’s why I’m going to keep putting video first across our family of apps.”

Here are some reasons why live video so attractive and expected to grow:

i). It’s authentic: In some cases, editing may take the originality out of it and smart consumers know that they are only being shown what the business wants you to see. But with live video, viewers can see events as they occur and there’s no feeling of a “doctored” video.

ii). It’s cheaper: Editing videos and other production costs can eat into your marketing budget through time and labor. With a live video, your only need is a camera and internet connection.

iii). It activates FOMO: With an uploaded video, social media users can always come back to view it. For a live video though, there’s some thrill in watching it live.

There are many ways you can apply live videos for your business. Some are:

i). Hosting an industry event: When your business hosts an industry event, it can be an opportunity to establish your reputation in your industry to prospects and customers by recording it as it happens.

ii). Product launch: This is one way to add glamour to your product launch. You can create more awareness for your product and viewers can see the demonstration of how to use it.

Apart from live videos, there are many other ways to use video for your business. Many website visitors today prefer watching videos to reading a text because it’s easier to visualize the concepts.

Having video versions of your written content gives you an opportunity to reach a wider audience and when you consider that YouTube is the second largest search engine, then it creates a lot of opportunity you can generate for your business.

2. Voice search

 With the improvement in voice recognition, voice searches have been increasingly getting more popular. Smart speakers can be used to order items and control smart devices your home solely through verbal command.

Voice search commerce sale
According to a study by OC&C Strategy Consultants, voice commerce was a $1.8 billion retail segment in the U.S. and $200 million in the U.K. in 2017. This value is expected to rise to $40 billion in the U.S. and $5 billion in the U.K. by 2022.

There are many reasons why voice command leads to profits. Some of them are:

i). Voice search is easier: It’s easier and safer for people who are on the move to talk to their phone rather than type. With voice command,you can still type while walking without breaking your stride.

ii). Voice search is faster: People can talk faster than they can type, which means they can also perform a voice search faster.

Now, you may be wondering how these affect your business. Here are a few reasons why you should optimize your website for voice searches:

1) Voice search usage is increasing on mobile: in 2016, voice searches accounted for 20% of searches on Android devices and it’s only getting higher.
2) Smart Speakers are becoming more popular: with the introduction of Amazon Echo a few years ago, followed by the Google Assistant and Apple Home pod, smart speakers are becoming popular household items. According to research by NPR and Edison Research, 39 million Americans currently own a smart speaker.

16% of Americans own smart speakers in their home
The same study found that 31% of smart speaker owners have added an item to their cart to review it later to purchase and 29% have researched an item they are interested in.
Ways people are using smart speakers

3) Majority of people using voice search are performing a local search: When people perform a voice search, they’re usually looking to buy from a local business.

To optimize your website for local SEO rankings and voice search, you need to note the following:

– Voice searches are usually longer than typed searches: Since they’re way easier, voice searches tend to be longer than typed searches. Therefore, optimizing your content for long-tail keywords* is important if you’re targeting voice search.

– Voice searches are conversational: Most people perform voice searches like they’re talking to someone else so it’s important to make your website content conversational.

* More about creating voice-command friendly content: Some experts think voice could comprise 50% of 2019 searches. Therefore, this makes long-tail SEO strategy more vital than ever. Why? People tend to voice search with full sentences and questions, not a specific domain name or a few keywords. Factors like loading time and site organization are also becoming more important in an age of quick, on-the-go mobile and voice search.

Think about your own website and its loading time. Is it worth investing in a professional audit and a capable web designer experienced in optimizing for mobile and voice search to stay up with the trends of 2019?

Also, as search engines grow more and more sensitive to user intent, it becomes increasingly vital that every image, video, and piece of content is appropriately tagged with meta descriptions and alt-text. Search engines use these bits of information to promptly categorize and serve up your content to users. Without them, you lose traffic – more so in 2019.

So what do you think? Do you look at video and voice searches in a different light or do you think they are pointless tactics in the realm of digital marketing? Are there any interesting trends you know about that I should go over? Did you enjoy this blog post? Let me know in the comments below.

Clickbait the risks and rewards!

It’s the end. We are on the final leg of the 4-part clickbait series, but this is the most important one. Over the past three weeks I’ve said nothing but good things about clickbait however, there’s two sides to the coin and it’s important we acknowledge that fact. This series isn’t ‘clickbait is amazing’ and ‘if you’re not using clickbait you’re failing’, the key take away is don’t dismiss clickbait as a tactic, it works and it can work for you BUT beware the risks if you use it. Those risks are what today is about.

Tread Carefully

The trouble is clickbait can sometimes over-promise and under-deliver, so chances are most of your would-be customers try to avoid it whenever possible. After all, nobody likes to feel like they’ve been duped or had their time wasted — and so if you start publishing or promoting clickbait too often, your brand might become toxically synonymous with questionable information or wasted time.

More important still, you could be shooting yourself in the foot in terms of SEO.

In most forms of digital marketing, we’re told that our content has to serve a long-term goal. It’s either got to be engaging for the reader (to sell a product or keep people on your site for longer), to attract SEO traffic and rankings (where ‘mature’ content is often rewarded) or to convey complex information.

Clickbait articles don’t have any of these aims. You can see just by looking at them that SEO certainly isn’t a priority.

Nobody at Buzzfeed has sat in a meeting room pondering: “How can we get more traffic from people searching for stories about toddlers who can play the bongos?” No, the only aim of a clickbait article is to get you on to their site, at which point they need you to read as many other pieces as possible.

You can see further evidence for this when you read one of these articles. Often the largest part of the non-article space on the page is given up to “If you liked this, you might also like…” links – and judging by the time people are spending on these sites, it’s a tactic that works.

Here for a good time, not a long time

Search engines like Google factor a whole lot of criteria into their algorithms when producing results pages for users — and one of those factors is the quality of web content. Every couple of months, Google rolls out a number of updates designed to sift through clickbait, duplicate content and fake news, and subsequently punishes the pages and websites associated with that low-quality content by pushing them further down the results pages.

Another factor search engines look at when ranking different sites is a webpage’s bounce rates. If users click onto a page, identify the content as useless and immediately “bounce” away from the site without clicking to another page, Google generally classes that site as less valuable from a user standpoint. The more users bounce away from your pointless content, the more your website suffers.

Facebook has taken its own steps against clickbait, too. Last summer, the social media giant unveiled a new algorithm update that identifies clickbait being posted by companies, and subsequently prevents those posts from showing up in users’ News Feeds.

Bearing this in mind, it’s worth thinking twice before hosting clickbait on your company website or sharing it on social media. When used sparingly and creatively, it can generate positive traffic that could ultimately bolster your online presence. That increased profile comes hand-in-hand with a number of indirect benefits.

But relying too heavily on clickbait is also a sure-fire way to harm your SEO, lose social media followers and tarnish trust in your brand. So, you really should tread carefully. Sometimes it pays dividends to avoid hopping on the bandwagon — and unless you’re a confident marketer, that means you just might want to steer clear of click baiting.

Conclusion

Clickbait has a negative connotation associated with it.

Because we’re on high alert for the bad kind of clickbait: the empty hyperbole and salacious claims sold by swindlers and tricksters.

Those people give a bad name to clickbait. Because it’s not all bad.

If you believe in what you’re selling and that it can truly help people, it’s your obligation to do whatever it takes to get it in their hands.

In that vein, there’s nothing wrong with clickbait. There’s a reason it’s been in use, successfully, for decades (and almost centuries).

It’s because it works.

It uses well-worn, psychological patterns that people are already looking for. It gives them what they need, when they need it.

So what do you think? Do you think the risks are worth the rewards or is the payoff just not worth it? I’d love to hear your thoughts on this post and if you have read any of the previous let me know if you enjoyed the clickbait series.

P.S. Don’t worry there will definitely not be anymore clickbait in the future I promise 😉

Are you sure clickbait won’t work for you.

Welcome to our third instalment of the clickbait blog series. To recap for those who haven’t read the previous blogs go back and read them their great! ;). The first gives a brief overview of what clickbait is and the history behind it. The second talked about clickbait techniques to teach you how to clickbait. This week is a little more lighthearted and will show you how clickbait can be implemented into a numerous range of industries.

Here are 5 Completely Random Outbrain Examples to Prove Clickbait Works Once and For All

I can already hear it now. The objections. The excuses…

“But clickbait won’t work in MY industry.”, “Those examples wouldn’t work with MY customers.”

B.S.

I dug through some news media sites (example being ESPN FC, Sydney Morning Herald etc…). Clicked on a random article. Scrolled to the bottom of it. And started taking inspiration from their outbrain syndicated articles that popped up.

Here are a few examples inspired by those I’ve seen, trying to show different industries and using different techniques to prove that you can implement clickbait in your own business.

Example #1. Retail/Fashion

emmys-party-dress

This ad could work for just about any retail site, product, or service that caters to women.

Celebrity in the picture? Check.

Mystery & intrigue (“The World Was Not Ready”)? Check.

Topical award show (“Emmy”)? Check.

Specific item of clothing (“Dress”)? Check.

Exclusivity (“After Party”)? Check.

Looks like it ‘checks‘ out to me.

Example #2. Finance

interest-rates-clickbait-ad

Interest rates are about as boring and mundane as it gets. Important, sure. Boring, nonetheless.

And yet something about this title makes makes you want to click to find out more. It’s the cliffhanger from previous weeks blog (as evidenced by the phrase “this will affect”). It hints at future problems or issues that you should know about (but don’t currently). It creates an information gap that you now have to search out to close.

Just toned down a bit.

Speaking of toning

Example #3. Fitness Product

tips-to-shed-bellyfat-clickbait-ad

Based around the idea of the dad bod, nobody likes that. Not even the people with dad bods. You know, old dudes with kids and a desk job.

Guess where those ‘power lunches’ and ‘happy hours’ and food trucks go? That stubborn, hard-to-rid belly. This ad names that problem, for that audience, specifically. Which is key.

The odd (preferred to even) numbered list and “simple steps” speaks to a zen-like simplicity in the solution.

While “shed” is a classic power word.

Example #4. Business

apple-engineer-sweatshirt

This is my personal favourite.

A photo of a realistic woman looking directly at you (People like eyes!).

Piggybacking on a brand like “Apple” and incorporating a power word like “Disrupting”.

Once again, doesn’t get anymore basic and boring than American manufacturing. From a content and advertising point-of-view, and yet this ad manages to somehow leap off the page. Thanks in large part to emphasising what’s interesting or unique, FIRST, before going into detail about their own offering.

Example #5. Dental Procedure

dental-implants-clickbait-ad

Let’s be honest with each other, nobody likes the dentist. We delayed visiting as long as humanly possible. It’s awkward and uncomfortable. So dentists, like it not, gotta sell.

Insurance doesn’t force us to specific dentists like other medical professions. We shop around. So it’s no different than looking for an auto-body shop to fix your car. (Okay, maybe a little different.)

Dental implants can also be expensive. It’s not a decision to take lightly. Which means the same content and information-assisted selling technique not only apply, but are required.

Those were 5 examples of clickbait that I have come up with. The main point of this weeks blog post was to prove to you that there truly is a possibility to use clickbait in your business, you simply have to be creative enough. The best part about clickbait is that it disrupts and grabs attention. You gotta get eyeballs and attention before you can convert it into new customers. Think about it; think how you can use clickbait for your industry? There are no excuses.

How have you been enjoying the clickbait series so far? Next week will be the final blog on clickbait where we will cover the negative effects and the line you mustn’t cross. It is highly recommended to read it before the real life use of clickbait. Can you come up with any clickbait ideas for your line of work? Let me know in the comments below.

Clickbait How?

Last week we discussed and explained what is clickbait and its history. This week we will cover what are the types of clickbait and next week we will discuss how you can implement them into your business.

BuzzFeed has created a large digital company off the back of bringing clickbait into the 21st century. They have mastered the act of clickbait.

However, BuzzFeed didn’t invent any of this. They just do it better than anyone else. Their specific examples are absurd, of course. You’d never want to use them word-for-word on your buttoned-up website that caters to insurance agents. But. You can look at what they’re doing, understand the basic fundamentals of why it works, and adapt accordingly.

Here are 3 clickbait techniques you can apply to your website:

the-ultimate-newsjack
donald-trump-nyt-buzzfeed-headline

This is an example of Buzzfeed ‘Newsjacking’ on Donald Trump

Donald Trump is currently the one of the most effective topics for ‘newsjacking’.

Fake news hustler John Egan from Vancouver, Canada, told The New York Times that his pro-Clinton site didn’t take off as expected during the election. But when he switched to anti-Clinton, things hit a fever pitch:

“It’s all Trump. People go nuts for it.”

the-hot-topic-copywriting

‘The Hot Topic’ is using what is currently ‘newsworthy which helps create attention. People care about it and it you can leverage that to gain eyeballs to your ‘boring’ thing.

black-man-wore-different-clothes

In this example BuzzFeed use the controversial topic of race in their ‘hot topic’ clickbait.

Okay. Pushing the envelope a bit. You might want to dial it back. But still. It perfectly appeals to a specific audience and plays against the fears, stereotypes, realities, and challenges they face.

What else might get people to “treat you differently”? There’s your hook.

cliffhanger-copywriting

The Cliffhanger is pattern interruption at it finest. It teases just enough that there’s no way you can’t click to see more.

things-nobody-tells-you-about-relationships

This BuzzFeed article from Steven Lim uses the idea of a ‘cliffhanger’ to entice the reader to open and find the answer.

The tittle of last weeks blog uses the concept of a cliffhanger in its clickbait tittle to attract readers.

Cliffhangers are extremely easy to implement. For example we can apply this template to multiple industries “Things Nobody Tells You About” [Problem Your Customers Face].

  • Things Nobody Tells You About Term Life Insurance
  • Things Nobody Tells You About Email Open Rates
  • Things Nobody Tells You About Your Roth IRA

And on and on and on. You can even spice things up a bit and throw a number in front of “Things”.

Those are the 3 clickbaiting techniques: Newsjacking, The hot topic and The cliffhanger.

What do you think of these techniques? Have you ever come across any of these in techniques and been drawn in. Which technique is your favourite? and what are you thinking about the clickbait series so far? Let me know in the comments below.

OMG these hacks changed my life! You wouldn’t believe number 3!?!?!

Did you fall for it? Did you get baited into clicking on this blog post? Did the tittle entice you to click the blog? Sorry but it was an example of clickbait.

Clickbait it is a word synonymous to YouTube, BuzzFeed and other online magazines and articles. But it is heavily under used in other businesses. I’ve decided to do a 4-part blog series in honour of this trend as its use can make or break a business. Over the next 4 weeks we will discus what are some techniques of clickbait, how can you implement them in your business and lastly what are the consequences and possible downfall from it.

To use clickbait is like running on a thin line, to do it wrong wreaks disaster but if you nail it it can be the best tool in your arsenal.

Firstly, what is clickbait?

Clickbait is a text or thumbnail link that is designed to entice users to follow that link and read, view, or listen to the linked piece of online content. Click-bait headlines typically aim to exploit the “curiosity gap”, providing just enough information to make readers of news websites curious, but not enough to satisfy their curiosity without clicking through to the linked content.

Clickbait has been around for decades dates. It isn’t something that was created overnight by the internet but it was used back in the 20’s in the newspaper.

laughed-when-i-sat-at-the-piano

Clickbait has been around for ages with some evidence back in the 1800s in cartoon strips that were inserted into newspapers.

retire-on-200-a-month-headline

These clickbait ads were featured in newspapers in the 20’s or more accurately, the latter half of the Great Depression.

What these clickbait did was extraordinary as it provides hope, for people experiencing the worst economic meltdown of all time. That’s what good clickbait does.

So with evidence as proof, clickbait has been around for centuries however BuzzFeed and content creators on YouTube have perfected the art of clickbait (despite laughable claims otherwise) as they found it is one of the best ways to net page views, and increase views.

If you want some examples of clickbait from YouTube simply open YouTube’s trending page and there will be countless examples there. However, are some iconic clickbait headlines from BuzzFeed.

This guy went to hug an elephant. What happens next will blow your mind

These facts about childbirth will change the way you look at life FOREVER

What this little kid can do with a bongo drum will make you sob uncontrollably until you burst

What are your thoughts on clickbait? Did you get fooled by this blogs title and have you been enticed by other articles and YouTubers before? Let me know if you like my clickbait series idea and stick around to learn how to implement it into your business.

Burning up the competitors!!!

Two weeks ago we talked about a situation where digital marketing was used in inefficient ways that a company lost millions of dollars in it’s poor decisions. This week we will go over a brand that is leading the charge and intelligently utilising digital marketing in an interactive marketing campaign.

“Burn That Ad” is a campaign that was created by Ad Agency David SP (Sao Paulo) for Burger King Brazil in mid March.

Burger King’s ‘Burn That Ad’

For those who can’t view the video above, simply put the campaign is that when a consumer sees an ad from a competitor to BK (Burger King) they can open the BK app on their device, click the banner on the home screen labeled ‘Burn That Ad’ which opens your camera, you point your camera at the competitors ad from which in augmented reality the ad bursts into flames to reveal a BK ad, for a free ‘Whopper’ which the consumer can claim at a BK store.

The BK app promo was created exclusively for Brazil to promote BK Express, a tech tool allowing any customer to pre-order and avoid lines (The Drum, 2019). The strategy allows Burger King to turn the media investments of its main rival, such as billboards, magazine ads, discount coupons and others, into their ads of their own.

This ad utilises cutting edge technology (phone cameras that so many of us own) and allows consumers to interact with the brands ads. The greatest part to the campaign is that it so perfectly aligns with BK’s positioning and previous advertisements. They constantly boast about their flame grilled burgers and frequently reference fire in their ads where for example in 2017 they feature an ad campaign where their stores had caught on fire due to the ‘flaming’ of their burgers. As well as the fact that BK aren’t knew at poking fun at their competitors. But ultimately the best part about it is that its fun. Its engaging consumers and getting them involved something that brands in our current environment aren’t doing enough off.

“Augmented reality is a fascinating tool. And when combined with a little pyrotechnics, is even better. With ‘Burn That Ad,’ we hacked the competition by leveraging our biggest advantage, which is fire”, said Rafael Donato, creative vice-president for David SP (O’Brien, 2019).

They expect that half a million ‘whoppers’ will be given out during the promotion and it is limited to one per customer (B&T Magazine, 2019). This is out of 1.5 million app users. ‘Whoppers’ are being used as a loss leader for burger king (which means it is priced low to consumers to bring them in so they can purchase other products that hold higher margins eg chips or drinks) so the cost of half a million ‘whoppers’ will be minuscule compared to the increase in sales of other products when they enter the store.

Although the app is only available in Brazil and is being planned to launch in America soon, if they decide to bring it to Australia would you use the app and claim a free ‘Whopper’? What would you use it on? A ‘Maccas’ ad? What do you think? Have BK opened the door to augmented reality or have they missed the mark and wasted their own time and money? Let me know your opinion in the comments below.

B&T Magazine. (2019, March 22). Burger King Utterly Roasts Competitors With New ‘Burn That Ad’ Campaign. Retrieved from Bandt: http://www.bandt.com.au/campaigns/burger-king-utterly-roasts-competitors-new-burn-ad-campaign

O’Brien, K. (2019, March 20). Burger King app lets users ‘burn’ rival fast food ads in exchange for free Whopper. Retrieved from The Drum: https://www.thedrum.com/news/2019/03/20/burger-king-app-lets-users-burn-rival-fast-food-ads-exchange-free-whopper

The Drum. (2019, March). BURGER KING: BURN THAT AD BY DAVID SP. Retrieved from The Drum: https://www.thedrum.com/creative-works/project/david-sp-burger-king-burn-ad

How to turn ads into purchases!

Marketing in the digital realm has become incredible congested and chaotic in recent times with nearly every large company fighting for consumers attention. We have come to a point where consumers are bombarded by ads from multiple different social media avenues. However, in order to have some success in the digital realm you need 2 main features:         1. A message and       2. Frequency.

In terms of frequency there is an old rule known as “The Marketing Rule of 7” (Kruise Control Inc, 2018) which states that a prospect needs to “hear” the advertiser’s message at least 7 times before they’ll take action to buy a product or service. This was discovered back in the 1930s in the movie industry by studio bosses who realised that a certain amount of advertising and promotion was required to compel someone to see one of their movies. Although 7 may have been appropriate in the 30s it just won’t cut it through the clutter in people’s Newsfeeds in the current digital age. Ultimately unlike in the past where it was 7 touches over a period of time nowadays business’s must create 7 touches every day across numerous channels in order to break through the chaos.

You must have a message that engages the consumer.

Even if you can get the 7 touches a day without a message its pointless because what’s said in your messages matter. Not all ‘touches’ are created equal (Kobie, 2017). Will the message be meaningful… or would it turn out to be a spammy sales pitch? Without a message your ads turn into spam and without reaching the optimized frequency your ad is a needle in a haystack.

What are your thoughts on the topic? Let me know what you thought of this week’s more informative blog?

Kobie. (2017, September 7). Contact Frequency: How Much is to Much? Retrieved from Kobie: https://www.kobie.com/2017/09/07/contact-frequency-much-much/

Kruise Control Inc. (2018, March 29). Rule of 7: How Social Media Crushes Old School Marketing. Retrieved from Kruise Control Inc: https://www.krusecontrolinc.com/rule-of-7-how-social-media-crushes-old-school-marketing/

How to waste $50 million dollars!!!

A simple disclaimer this blog is not a political commentary it is unbiased and has no preferences.

Cool now that we have that out of the way, we can talk about the political party One Nation and how they are throwing their money down the drain and at this stage its 50 million dollars’ worth. To quote a title of a magazine article “Clive Palmer’s reported $50M Mega Ad spend fails to woo voters with support at 1%”(B & T Magazine, 2019). Wow just wow!

The main issue of One Nations approach to digital market is that they have been overly focused on the idea that more is better. In some cases that is true, for example in emails if they are subscribed to the email list then they are more than happy to receive more emails however One Nation aren’t using emails, they have been using three other channels; outdoor advertising (billboards), TV ads and Social media. Their use of outdoor advertising is appropriate and is creating awareness and the TV ads are numerous in its numbers and frequency. For example on Monday last week I was eating dinner with the news on in the background during ‘prime time’ and there were 3 different One Nation advertisements in the single ad break which to some may seem excessive but to me it got my attention and did the job of not only raising awareness but providing me with knowledge. However, to go from this to then onto my phone and scroll through Facebook and other social medias to be confronted by ad after ad, over and over again on One Nation. I was done, past awareness and knowledge and was annoyed.

After having noticed the 3 ads on TV to then be bombarded on social media by the same video ads as well as memes (which were created by the party as a way to connect with younger generations) and also sponsored posts, advertising an app that One Nation created that was a game for young kids… it was overwhelming. As a millennial the common characteristics and stereotypes of my generation don’t particularly coincide with One Nation’s policies and political leader’s opinions. They are marketing heavily on social media whose main users are of my generation. They are over saturating these channels with their ads to consumers who aren’t necessarily willing ‘brand switchers’.

To give One Nation my advice it would be to have a look at ‘The Rule of 7’ (Kruise Control INC, 2018), which states that in social media you must ‘touch’ the customer at least 7 times to create engagement. However, they are ‘comboing’ social media with TV and outdoor creating this overwhelming experience of over 20 touches a day which is excessive and a waste. On top of this, one of the most effective attributes of digital marketing is the targeted nature of it, where you can target a certain consumer group by marketing your product based on their preferences and searches, however they are throwing money into it without careful consideration of who they want to target. They had spent $50 million on digital marketing alone for the result of over-saturating the market and it shows in the result with it only providing 1% increase in the polls (B & T Magazine, 2019). If they had targeted their campaign and reduced the amount online by 25% then it would have been much more successful.

So, what do you think of this? Do you think this is crazy, or it is just how politics work? Let me know if you enjoyed the critical analysis and if you want more in the future. Next week I will delve deeper into that topic of frequency optimisation (e.g. the rule of 7 and how many times you should ‘touch’ the consumer). What do you think? Would that be engaging? Let me know in the comments below!

B & T Magazine. (2019, February 13). Clive Palmer’s Reported $50M Mega Ad Spend Fails To Woo Voters With Support At 1%. Retrieved from Bandt: http://www.bandt.com.au/media/clive-palmer-no-hope-hell-election-spamming-australia

Kruise Control Inc. (2018, March 29). Rule of 7: How Social Media Crushes Old School Marketing. Retrieved from Kruise Control Inc: https://www.krusecontrolinc.com/rule-of-7-how-social-media-crushes-old-school-marketing/

What is Digital Marketing? and Why Now?

What is Digital Marketing, I don’t hear anybody ask. That’s usually because we all have some personal idea of what we think digital marketing is. For some they may think it is social media advertisements, for others it may be the world wide web, and for a few people it may be emails. Digital marketing is all of these and more it encompasses all marketing from an electronic device or the internet. Companies leverage these digital channels such as search engines, social media, email and their websites to connect with current and prospective customers.

Now with that general understanding of what digital marketing why is it important. Digital Marketing has held the mantle of being the next big thing for a while now but to many they haven’t realised that it isn’t the next big thing as it is Now, that it is in play in our current generation and to not see the importance of it will only lead to failure as a whole. In our daily lives we are constantly interacting with some form of technology, whether it be our phones, computers, tablets etc. we are in some way constantly connected to the internet making it the easiest and most effective way to reach us. It was found that we touch our phones on average 2,617 times per day, unlock it over 80 times per day and spend on average 5 hours per day browsing. (Hussang, 2017). With people being so attached to their devices it just goes to show that it is so important for businesses to take advantage of this opportunity and utilise this ‘next big thing’, NOW!

With one of Apples most recent updates they have put in a system called ‘Screen Time’ in the settings and I get weekly reports on my usage for that week. For me personally it turns out over the past week I was on my phone for 6 hours per day! AHHHH crazy, right? So, tell me your story how long do you use your devices per day? I also implore you let me know if you agree with my thoughts and to let me know if there are any topics you would like to see me cover in the future!

Hussang, T. (2017, July 27). Cell Phone Addiction: The Statistics of Gadget Dependency. Retrieved from King University Online: https://online.king.edu/news/cell-phone-addiction/

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