Tag Archive for: Digital Marketing

The 411 on 1:1 Marketing

/in /by

The “one size fits all” mass marketing method has been well on its way out of style. Before it was all about getting out a message to as many people as you possibly could, hoping that at least one of them would become a customer. Over the last few years marketers have discovered that going this route is generally not the most cost effective. They’re now trying to send out more personalized messages to a more specific target market. 

One-to-one marketing, also referred to as relationship marketing, is by no means a new strategy, but has become one of the most popular buzzwords of 2019. It focuses on personalized interactions with each customer, catering to their individual behavior and needs. The challenge faced by marketers now is how to achieve this digitally. While brands are constantly updating their process to be more customizable, it still has yet to be perfected.

Types of One-To-One Marketing

Customization

This gives each customer the ability to customize the product to fit their own taste. The company doesn’t have to learn the preferences of each individual customer. It just has to produce and manufacture each product differently, according to the preferences set by the customer.

An example would be how Nike.com gives consumers the opportunity to customize their own shoes, deciding the colors, material used, etc. Some social media platforms also let users customize their profiles by giving the option to alter their feeds to fit their own preferences and interests. 

Personalization

With personalization the company takes the time to learn the personal preferences of each customer individually. The company then customizes its marketing plan accordingly, catering to the tastes of each individual.

Amazon.com is considered one of the most successful at using this strategy. They collect data on users based on what they have bought or looked at in the past. Amazon then uses that data to recommend new products for them to purchase.

Why it Works

One-to-one marketing takes customer relationship management data, then segments, activates, and measures that data to discover the customers of highest value, while maximizing reach to them. One-to-one marketing generates lift, has the ability for extremely specific segmentation, as well as producing measurable results. You have the ability to substantially increase conversion rates due to the fact that you’re delivering more relevant messages to each audience segment, according to the feedback from those segments. You’re also creating micro-segments, targeting each customer specifically and uniquely.

Getting Closer to One-to-One Personalization

As we said before, this is not a new concept, but taking it and perfectly applying it to the digital marketing world has difficulties. MarketingLand has found 5 steps brands have started integrating into email campaigns, attempting to get closer to reaching one-to-one personalization.

1. Practice Good Data Hygiene

Remove inactive subscribers, duplicate emails, and fake accounts regularly. The quality of your content doesn’t matter if it’s not making it to the right, and legitimate, people.

2. Maintain Good Relationships with ISPs

Brands need to follow the best practices to maintain good relations with internet service providers such as Google, Yahoo, etc. A poor reputation can prevent your brand’s emails from reaching your subscriber’s inboxes. Monitor your reputation by frequently reviewing and adjusting targeting, frequency, and deployment strategies.

3. Use User-Friendly Templates

The development, creation, and deployment of campaigns can take weeks, maybe even longer, if marketers don’t have a streamlined process with the right tools in place. Marketing teams can build responsive, dynamic campaigns without coding, using drag-and-drop functionality. Production time can be cut in half, allowing your team to create more relevant content for more of your audience.

4. Dynamic Content Blocks

These have the ability to cater to each subscriber segment, creating greater efficiencies when changes frequently occur. For example, in retail there is a constant movement of pieces from inventory to offers that have the possibility of changing at a moment’s notice. Building automated pieces of content into template ensures that these last minute changes can be made with no real labor. This reduces production and also allows the design team to focus on other, more important tasks.

5. Have a Robust Trigger Program

This is the easiest way to implement personalization for email programs. The program delivers relevant content in a timely manner with the results being open rates exceeding far above averages promo messages. MarketLand suggests to frequently check subscriber activity, purchase history, browser behavior, preference data, etc. to find additional ways to boost your program. These triggers can provide a jump in revenue with less maintenance in content creation.

Additional Thoughts

All marketers are aware that individualized content is the best way to build awareness and relationships with customers. While it’s easy for smaller companies to personally communicate with each individual customer, there are many barriers when trying to make that happen on a much larger, digital scale. Despite the challenges, marketers are employing a variety of strategies that are allowing them to get much closer to one-to-one personalization. 

More From Onimod Global

The digital marketing experts from Onimod Global are here to make sure that you receive the best information possible regarding the digital marketing industry. You can access our full compilation of news articles here!

 

Why Programmatic Video Advertising is on the Rise in 2019

/in /by

In the recent years programmatic advertising has quickly gained a substantial amount of popularity, especially among digital advertisers.

It’s estimated that they will be dedicating even more of their budgets to programmatic video inventory in 2019. It is estimated by eMarketer that programmatic video ad spend will reach $29.24 billion, which would account for almost 50% of all programmatic display advertising spending this year.

Why exactly is this strategy gaining so much popularity and why do digital advertisers believe it is valuable enough to be spending almost half of their budget on it? Are there possible downfalls?

What is Programmatic Video Advertising?

Programmatic video advertising is essentially the use of bots to buy ad space according to set prerequisites. The advertiser enters a detailed description of their ideal audience, their budget, and their ads into the program. The program then takes user data and uses real-time bidding to display the ad to a user that fits the ideal client profile, the advertisement with the highest bid is given the spot. This process is completed before the page loads. Ideally, the ads are only being shown to people that would actually be interested in what’s being offered, to hopefully get the most out of the ad spend.

The Benefits:

Greater Reach

The internet averages billions of users at any given time, with the possibility to reach millions, depending on the targeted parameters. Programmatic enables advertisements to reach a variety of different channels across platforms that companies would not otherwise have the ability. The program has an extensive web of established connections that allow these companies to reach new users across all platforms. Not only does the message have the potential to reach a larger amount of people, it also reaches specific people, those identified as the ideal audience.

More Specific Targeting Capabilities

Programmatic technology uses behavioral analysis to pinpoint the audience that the ads are best tailored for. The program is capable of IP targeting, geolocation targeting, contextual keyword targeting, and retargeting. This means advertisers and marketers can continue to reach those ideal customers that have yet to make a conversion to the website.

Uses Real-Time Data

As soon as a campaign is released, every detail is immediately trackable. You don’t have to wait until the end to measure the results. As soon as an ad is displayed the impressions, who it was seen by, where they were located, ect. can be instantly analyzed. This also allows to make changes whenever necessary, ensuring you’re not spending ad dollar in the wrong places.

The Challenges:

Fraud Risk

With the ultra simplified process of being able to buy and sell ads, anyone is essentially capable. The most common instances of fraud in programmatic advertising are non-viewable ads, as well as bot traffic. The problem of non-viewables is that the ads are reported as placed and displayed, but they were actually buried, never reaching the user. And while bots can make things very efficient, they can also be used to fool the system. The artificial traffic is used to drive up the prices, resulting in higher ad spend.

Ad Misdirects or Misplacement

Publishers can sometimes forward ads to affiliated entities, getting displayed there instead of their intended placements. This could mean that the ad never actually reach its targeted audience. Depending on the ad, this could be harmful to brand image. For instance, if an adult-intended ad ended up being displayed on a children’s site. While stronger preventative measures are being created, issues can still frequently occur.

It gets Costly

As the precision of pinpointing the perfect customer increases, so does the price. Depending on how specific your audience is, it may be more beneficial in the long run to purchase the more expensive program. You don’t want to be wasting money on an audience that would never even consider what you’re offering.

Final Thoughts

There’s no doubt that programmatic advertising is extremely efficient, but just as every other advertising platform there are a variety of downsides that come along with the advantages. As with anything, you just need to decide if those benefits outweigh the risks.

For more information regarding the newest digital marketing trends, visit the Onimod Global Website. If you’d like to see what we’ve done for other companies and can potentially do for you, click here, or if you’re ready, you can request a quote here today.

 

How to Optimize Your Dark Social Usage

/in , , /by

Private messaging apps such as WhatsApp, direct messaging via social media, emails, etc. are all referred to as “Dark Social” by marketers because content shared through these platforms are particularly difficult to track and analyze. This is becoming an increasingly popular way for users to do their social sharing. Read more

Pros and Cons of Using a URL Shortener

/in , /by

Link shorteners are exactly what they sound like: tools that take a too-long URL and condense it into a new, briefer one. But there are some hidden benefits, and the odd drawback of these nifty generators.

Read more

2018 Digital Marketing: Our Top 5 Trends

/in , /by

The new year has officially arrived, and we bid farewell to 2018. As 2019 arrives, we have noticed a dramatic shift in the industry regarding social media, SEO, and a variety of other spaces within the digital marketing landscape. So many digital marketing trends have revolutionized the industry which will carry over to 2019. Which methods and platforms are most popular among marketers that will transition us into 2019? Take a look at some of the most notable digital marketing trends in 2018:

 

  1. Artificial Intelligence

    At the top of several lists is artificial intelligence and all of the doors it has opened for digital marketing. AI helps in a variety of ways: analyzing consumer behavior and search patterns, utilizing data from social media platforms and blog posts to help with customer’s discovery process, and much more! A great example of AI is chatbots frequently used in customer service. Gartner shares that 25% of customers will use this chatbot technology by 2020, which is a huge jump from the less than 2% in 2017.

  2. Personalize Your Marketing

    Contents, emails, products, and more! Personalizing was an extremely popular trend in 2018 and will continue to make your company stand out in 2019. With the mounds of data we have going into the new year, the process of personalization with your marketing will be easier than ever. Data such as purchase history, links clicked, and consumer behavior all aid custom content. In fact, 96% of marketers believe that personalization advances customer relationships.

  3. Video Marketing

    Single Grain shares some significant numbers that display the importance of incorporating video marketing into your 2019 marketing strategy:–  70% of consumers say that they have shared a brand’s video
    – 72% of businesses say video has improved their conversation rate
    – 52% of consumers say that watching product videos makes them more confident in online purchase decisions

    This goes far beyond YouTube. Your business can create this type of content on Facebook Live, share on Twitter, Instagram, or even LinkedIn. Live video specifically is gaining lots of popularity and will definitely put you one step ahead of competition in 2o19.

  4. Social Messaging Apps11 Digital Marketing Trends3
    This shows exactly how important it is to make your business available across social platforms. Similar to chatbots, your customer service team being available on these popular social messaging platforms will help increase customer loyalty by adding value to their experience with your business. Being easily accessible will only increase your success in 2019.
  5. Micro-Moments

    As termed by Google, micro-moments are a brand new consumer behavior. On average, people spend 3 hours and 35 minutes a day on their smartphones. This means that is more important than ever to have a clear and concise message to your consumer at the right time in the right place. More so, this must happen in a matter of seconds, or your potential consumer will lose interest. People prepare for every instance big or small; no one has time for surprises anymore. A great example of this is a restaurant having their menu, vegan options, wait-time, and other common queries all available when requested on a search engine.

More From Onimod Global

We’d like to thank you for being a part of 2018 journey and look forward to assisting you in 2019 with your digital marketing needs. We would love to work with you and help you optimize your digital marketing strategy.

To contact our experts or request a quote, please click here. We can’t wait to hear from you, Happy New Year!

How To Gain The Best Insight On Your Digital Performance

/in , , /by

Being able to measure your data is key to understanding how well you are performing on all of your digital platforms. Typically, data is confusing to interpret and an extremely boring visual for management. At Onimod Global, we are committed to delivering our clients a report that combats these common concerns. Our expert digital marketers, trusted Google Partners, develop custom dynamic digital dashboards with Google Studio for all of our clients.

 

Say goodbye to the boring static reports in your inbox on Monday mornings.

 

Google Studio creates the best visuals for your company to clearly see what matters. Whether that be leads, impressions, landing page views, or any other metric, this is the best platform to see it all at once with complete transparency. Google Analytics, Google Ads, and more are all on one page with high-quality visuals for you to easily see what is performing well for you and what isn’t.

The best part about our digital synergy reports? The collaboration. Individuals and teams from your company can easily view, add comments, and view different versions of data based on your preferred segmentation.

Onimod Global is a trusted Google Partner, assuring you that you’re working with the best in the business. A Google Partner is an online marketing company, trusted by Google. Look for the badge on our site, this recognizes companies that excel with Google’s products.

 

More From Onimod Global

We want to save you the time and a headache of having to read through a variety of spreadsheets and confusing numbers. Onimod Global is confident that our customized digital synergy reports are the best way to understand your digital performance, and your company can have your very own!

We would love to work with you and help you optimize your digital marketing strategy. To contact our experts or request a quote, please click here. We can’t wait to hear from you!

How To Create Effective Responsive Display Ads

/in , /by

In recent years, Google has continuously made adjustments to their advertising platform specifically with their text ads on the Google Display Network (GDN). Google has now incorporated responsive display ads to create a visual for the consumer. The three critical elements of a display ad are the image, message, and design. As trusted Google Partners, Onimod Global  This checklist from Google is an excellent outline for driving the best performance for your responsive display ads.

 

1. Determine whether you’re optimizing for more efficiency or control

For more effective display ads, utilize responsive display ads. This is because responsive display ads use machine learning to ensure your ad is relevant on any space it would appear across the web.

For full creative control over your ads, use the standard image ads. This will allow you complete control over the font, colors, and the layouts of your ads.

 

2. Make your message relevant and compelling

Delivering your message at the right moment for your audience is crucial. This is why you should tailor your ads to specific stages of the purchase funnel.

Allow your audience to easily differentiate your brand versus your competition by including unique selling points, prices and promotions.

 

3. Make the most of your responsive display ads

The key to maximizing your return on the responsive display ads is to provide distinct headlines, descriptions, and images as possible.

Google recommends to start with at least 5 images, 5 short headlines and 5 descriptions. Typically, ads will see 10% more conversions at a similar CPA when you use a variety of headlines and text.

A checklist for your responsive display ad:

  • Write your long headline so it can stand alone, and make full use of the character limit.
  • Make your description text different from your longer headline.
  • Upload images with a strong visual focus and minimal text overlay, or choose from our free library of stock images.
  • Upload images with a strong visual focus and minimal text overlay, or choose from our free library of stock images.
  • Upload images with a strong visual focus and minimal text overlay, or choose from our free library of stock images.
  • Include your logo.
  • Add a dynamic feed.

Including all of these tips from Google will result in a fully optimized responsive display ad.

 

More From Onimod Global

As trusted Google partners, our expert digital marketers at Onimod Global are well-versed in responsive display ads and more! To receive a quote for our services, contact us here. We can’t wait to hear from you!

 

Organic SEO For Plumbers

/in /by

SEO, or search engine optimization, is crucial to the success of any business in any industry. SEO refers to non-paid marketing techniques with the goal of increasing your search engine visibility and ranking high on the first page of search results for specific keywords. The plumbing industry can benefit from SEO in a variety of ways. Experts at Onimod Global are professionals in this space plus more, check out our case studies on a variety of industries!

The plumbing industry needs SEO work for a variety of reasons:

  • Cost Efficiency. This is the foundation of any marketing plan, it gives you the most value without costing any money.
  • Visibility. Competition in this area can be tough, as we know from working with several clients in this industry. With a good SEO strategy, your visibility will increase over a long period of time.
  • Sustainability. Organic search will last for over a long period of time, and it can establish your company as one that will constantly ranking on Google SERPs (search engine results pages).

 

Importance of Local SEO for Plumbing

The major purpose of the internet presence is to attract plenty of customers who will require your plumbing services. For the industry of plumbing, SEO is a very important element in terms of building up revenue and business growth. Since most plumbing operations are in specific areas, a strategy that is very efficient is to include keywords that will target local business in your area.

For example, if you had a plumbing company in Chicago, several blog posts and pages on your site should include phrases about being a plumbing company located in Chicago. Through that, customer lead generation is easy and fast.

 

More From Onimod Global

We would love to work with you and help you optimize your digital marketing strategy for your plumbing company. To contact our experts or request a quote, please click here. We can’t wait to hear from you!

How To Create Loyal Customers With Social Media Transparency

/in , , /by

Customer loyalty is a priority and goal for all companies in existence. How to create those loyal customers is much easier than you may think, and it all has to do with transparency. According to the social media company, Sprout Social, 86% of surveyed U.S. consumers think it is more important than ever for businesses to be transparent.

 

Customers are much more willing to show loyalty to companies that are consistent with being clear in communication, open, and honest. For example, an 89 percent of U.S. customers are willing to give a transparent brand a second chance after a bad experience, and 85 percent are willing to stick with them through a crisis. These astonishing numbers prove that transparency is key to business success.

 

Gaining Trust and Sales From Transparency

Customer loyalty will come with your ability to communicate the message of transparency in the most effective manner. Customers that also purchase from you only on occasion poses an opportunity to convert them into being a loyal customer.

Typically, organic brands are very transparent because that information in their ingredient lists is crucial to their brand message. If you take a look at Horizon, the organic milk brand, you can locate any of their organic farms on their website as well as seeing their manufacturing processes, stories about the farmers and shipment processes. This is all given directly on their website with 100% transparency, making them an elite brand that does millions of dollars in sales each year.

 

The Role Of Social Media

In this same report, 81 percent of the group consumers say that businesses must be transparent on social media. This is more than they expect out of politicians (79 percent), friends and family (66 percent) and even themselves (71 percent). This adds a significant amount of pressure to a brand’s plate making sure they are proactive with mistakes and responding to customers at all times.

 

Here is an example of the makeup brand rising in popularity daily, Morphe, disclosing a mistake in production via Twitter to all 526,000 of their followers. It is statements like this, in addition to publicly addressing customer concerns, that consumers expect from businesses.

 

As relationships are continuously built through social media channels between brands and consumers, people want business to be more open and honest than ever, especially in public settings. Marketing teams that accept this expectation and do their best to treat transparency as a mandatory business practice are the most likely to retain customers and increase sales in doing so. Long-term, transparency is a differentiating factor that will motivate consumers to stick with your brand through a difficult times and to remain loyal over time.

 

More From Onimod Global

We would love to work with you and help you optimize your social media strategy for any event your company is hosting. To contact our experts or request a quote, please click here. We can’t wait to hear from you!

 

How To Stop Wasting Your Ad Budget

/in , /by

Google Ads is a phenomenal tool to help promote your business and generate visibility and leads for your company. Google, in addition to other search engines, is filled with competition where one small mistake could potentially cost you wasting loads of your ad budget. For example, your company may be bidding for several broad match keywords and potentially targeting the entire world when you’re only located in the U.S. As trusted Google Partners here at Onimod Global, all of our account managers are experts in working with ad budgets and have learned how to use ad dollar as efficiently as possible. Time to get smart with your spending, so we have a list of three simple tips to get the best bang for your advertising buck.

    1. Bid Higher On Profitable Locations

      As simple as this may seem, a lot of people don’t realize that they are targeting based on the default Google Ads target location, which is actually the entire world. If you have an e-commerce site that only ships within the U.S., and your ads are showing up to people in Italy and China, who are clicking on your ad and wasting your ad budget extremely fast. This is clearly frustrating, but the good news is that it’s also very avoidable.
      The work doesn’t stop there, you can also be prioritizing the areas where you’re sales are much higher. Say you are a retail e-commerce company that focuses on swimsuit sales, you may want to make bid adjustments to bid more on coastal areas like California and Florida vs. Iowa and other Midwestern states that swimsuit season is significantly shorter.

    2. Avoid Broad Match Keywords

      Broad match keywords are yet another common culprit of wasted ad budget. If you’re a shoe company bidding on the keyword ‘shoes’, you will eat up your budget and these types of keywords typically don’t perform well for advertisers. If you choose this method of advertising it will likely leave you with a lot of irrelevant, non-converting traffic.
      A solution to avoiding a lot of wasted ad budget is to take advantage of negative keywords. These will typically lead you to the most interested customers and will help you spend your ad budget much more efficiently. For example, if you offer pet services at your company but not grooming, you would add grooming as a negative keyword and that would eliminate people searching for pet grooming services to click on your business advertisement.

    3. Standard vs. Accelerated Ad Delivery

      Accelerated ad delivery is exactly how it sounds: spends your budget as fast as possible. If you ever use the accelerated method, it’s always in your best interest to monitor the campaign as closely as possible. If you have a campaign scheduled to run all day 24/7, and you’re also using the accelerated delivery method, that ad will start running at midnight and could potentially be out by 7 AM. Then you have no ad dollar left to spend on the rest of your day for consumers to click-through to your site. We recommend the standard ad delivery in almost all cases over the accelerated ad delivery method.

More From Onimod Global

We would love to work with you and help you optimize your ad budget and help you spend efficiently. To contact our experts or request a quote, please click here. We can’t wait to hear from you!