How many YouTube videos or video posts on Facebook or LinkedIn do you watch on your mobile device? Do you really wait until the scheduled air time to watch the local news, or are you already caught up with the happenings of the day in the news because it came across your social media feeds? Do you even have a subscription to a newspaper anymore? How close is your local newspaper to becoming completely online, anyway?
With the information this technology brings us, we’ve gone past trying to shape consumer behavior with our choice of medium and are now able to modify our messages to fit the medium the consumers are migrating to. Here are some examples of how modern marketing efforts are showing to be improvements over traditional marketing:
Video is still a powerful method in connecting with most consumer groups. However, running 30-60 commercials on traditional TV is becoming decreasingly effective as video consumption online via YouTube or other social media are experiencing exponential growth.
The ability to target your audience with online video is far superior to the level of targeting available through television advertising. Instead of choosing shows you think your target audience is most likely to enjoy, online video marketing gives you the ability to target potential consumers based on their online behavior. Rather than target 100% of viewers with the same ad, hoping the 2-3% who may be interested enough to act on your calls-to-action, you can directly target the 3% who are indeed interested. And, you don’t have to choose The Bachelorette, The Doctors, The View, the news hour, primetime, etc. as the time to run your ad. Online video is there for consumers to come across 24/7!
Remember searching the house for 5 minutes to find the phone book, then searching through various yellow pages categories to find a business to call? Now, if it takes more than 5 seconds for Google or Siri to produce exactly what you’re looking for, you’re frustrated.
When it comes to searching for businesses, fingers don’t walk anymore – they tap, click and scroll. As you consider your marketing strategy, it’s important to realize how people are searching for businesses. Having your business name, phone number, website address and some basic information available to appear in search results will go much further in finding prospective clients than ad space in yellow pages. Not having a Google+/My Business presence, along with other online listings today is comparable to not having an ad in the yellow pages in the 90s.
Let’s just combine billboards, newspaper ads, and magazine ads into this section. What if you could segment these to show your ads to only those drivers on the road or those reading the paper or magazine to people in your target audience?
Of course with print – and even the digital billboards – this technology cannot work. Online display ads, if setup properly, can start showing up on news websites, blog sites, on social media, and in apps as people in your target audience go about their normal days online. This is accomplished through remarketing or targeted marketing. You don’t schedule an ad to run in a certain section of the paper or on a specific street. Instead, you set your ad to target people based on searching for keywords or visiting websites relative to what you do.
Nearly 90% of the consumers asked make decisions based on what online reviews say. Every business is constantly being put to the test, and the results of that test are being published.
Zendasta.com | The Ultimate Guide to Online Reviews by Nykea Marie Behiel
Word of Mouth
While face-to-face word-of-mouth is still a force to be reckoned with, technology has added a few more layers and options to word-of-mouth marketing. Through Facebook, Google+, LinkedIn, Instagram and the myriad other social media options, businesses are constantly being discussed – for good or bad. Online reviews through many of these platforms have been significant in shaping the opinion of potential consumers.
Industry relevant review sites, such as Caring.com and AgingCare.com, speak even stronger to the potential client in search of a home care provider. Having pages for your agency on these various platforms and encouraging as much positive discussion as you can helps promote a positive reputation of your business and builds confidence in those in search of a home care provider.