If You Are Mobile, So Are Your Customers

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Let me guess your daily digital device drill.

Smartphone alarm rings. Online check of weather, news, posts and emails. Pause, click on a publication’s email and “sponsored ads” of interest…10 best places to travel, an offer from Hawaii travel bureau. Click on TV in the kitchen to a health segment that directs you to the station’s website for a recipe. Open tablet on the counter to research kayak stores. Send to mobile to store addresses. At work, open desktop to TV site to send recipe to tablet. Click on a local wine store’s banner ad promotion and stop by on way home.

Your customers are dividing time spent on media across a greater number of devices, with mobile overtaking time spent on the desktop last year, according to eMarketer (April 2014).

This means your marketing efforts need to be across multiple digital channels: smartphone, tablet and desktop. (TV, print and radio have a highly effective place in the integrated mix, on a case by case basis.)

For small businesses and nonprofits, multichannel marketing delivers:*

  • Increased customer engagement (73%)
  • More new customers (57%)
  • Higher website traffic (54%)

Here are the average times spent daily for US Adults on each major medium in 2010-2014. Add up Tablet and online smartphone. The total is 4:82 hours, surpassing 4:39 hours spent on TV.

timespentchannels#2

Also, digital channels are now the method of choice for both product research and purchasing. According to a March 2014 study by UPS, comScore and the e-tailing group, 82% of US digital buyers preferred to research products from multichannel retailers on the internet via desktop/laptop (61%), tablet (11%) or smartphone (10%), compared with 13% who said they would rather research items in a physical store.

To add digital channels advertising—laptop, mobile and social media– within your budget for effective ROI, converse with Andrea at KGM, andrea@kgmedia-gms.com.

*survey in March 2014 by Constant Contact:

** ages 18+; time spent with each medium includes all time spent with that medium, regardless of multitasking; for example, 1 hour of multitasking online while watching TV is counted as 1 hour for TV and 1 hour for online;

1includes all internet activities on desktop and laptop computers; 2 offline reading only

Source: eMarketer, April 2014         www.eMarketer.com

Content Marketing is King

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content

Content marketing is king in the new digital marketing world.

Here are the facts from 2014 to chew on.

  • $135 billion will be spent on new digital marketing collateral (content) in 2014
  • 78% of CMO’s think custom content is the future of marketing
  • Internet advertising will make up 25% of the entire ad spend by 2015
  • Social media marketing budgets will double over the next 5 years
  • Email with social sharing buttons increase click through rates by 158%
  • Nearly 50% of companies have content marketing strategies
  • 33% of traffic from Google’s organic search engine results go to the first item listed
  • 67% of B2B content marketers consider event marketing essential
  • 73% of reporters think press releases should contain images
  • 72% of “Pay per Click” marketers plan to increase their budget in 2014
  • 52% of all marketers have found a customer via Facebook in 2013
  • B2B companies that blog generate 67% more leads
  • 43% of all marketers found a customer via LinkedIn
  • 55% of marketers worldwide increased digital marketing budgets in 2013
  • Customer testimonials have the highest effectiveness for content marketers at 89%
  • Videos on landing pages increase conversions by 86%
  • 65% of your audience are visual learners
  • Marketers will use dynamic content to deliver highly personalized experiences to the right audiences at the right time
  • Inbound marketing delivers 54% more leads than traditional outbound marketing
  • Visual data is processed 60,000 times faster by the brain than text.