Tune in to the right frequency before your customers turn off
It was Einstein who famously said, “Insanity is doing the same thing over and over again and expecting different results.” Certainly, when things are going well, conversely, it would seem crazy to deviate from a winning formula. As Sanjeev Patel, Head of Digital at Opticomm observes, “We have seen time and time again that when frequency is driven across multiple touch points, the impact is trebled or in some cases, quadrupled when planned well.”
But let’s face it, as humans we are all creatures of habit; many of us thrive on routine meaning it is challenging to adopt an alternative approach. It requires endeavour, creativity and time. But if things stay the same, if you remain in your comfort zone, you’re unlikely to break the mould and stand out from the crowd.
In business, when we take our customers for granted, seek them, or look to retain them by the same means, you’ll often get the same results. It also allows the opportunity for competitor companies to speak to your customers in a fresh voice that can be appealing.
In marketing, we know that there is an important place for repetition. We need to educate the buyer to our brand/product and then work to make it their preferred choice. Rarely does action come about on the first encounter so repetition serves as an important reminder to revisit our proposition.
If you’ve ever been at an event or occasion and struggled to remember someone’s name, you’ll know that repetition is crucial for information recall. Marketing is the same – repeating a message so people remember your brand over others. After all, the more you see or hear something, the more you remember it. That’s why you sing along to that irritating jingle on a radio ad. It’s worth remembering that on average, people need to see or hear a message at least seven times before it sinks in.
You can also say the same thing in a different way by shining fresh light on an existing idea or approaching from a new angle. Plus, if you do your marketing really well, then clients come to expect a certain level of consistency and familiarity associated with your content that is synonymous with your values and company ethos. It also builds trust and credibility in your brand.
A word of warning – Although repetition can be used as a means to keep a brand or topic forefront in consumers’ minds, too much can cause consumer fatigue. It’s crucial that repetition is executed in the right proportion in order to be effective.
In media you can’t stand still or you will be overtaken. That’s why, at Opticomm, our finger is always on the pulse seeking the very latest media solutions to drive your results. Plus, in today’s digital environment, there have never been more opportunities to repeat your message in the same way over a different channel. Win-win. Talk to us today to discover how to get the repetition balance just right.
DIY marketing could cost you in the long-run
It can be tempting in business to try and save costs and keep projects and activity in-house. You feel like you’re more in control of both the direction of travel and the purse strings. After all, why pay someone to do something you can do yourself? Well, most of the time, things work smoothly and successfully when everyone sticks to what they’re best at. When they don’t, it can cost you financially.
Rather than looking at marketing as something you spend money on, think of it as an activity you are investing in. Marketing done well is multi-faceted and to be effective must be adopted through a range of strategies employing different platforms. When you regard your marketing agency as an extension of your own business, working for a common goal, you can be confident of retaining your brand integrity, growing your customer base and earning more revenue as a result. To stay ahead and stand apart, a company must adopt and executive a marketing strategy for the long-term.
Modern marketing, especially the digital landscape, can be difficult to navigate and costly if not justified by a ROI. That’s why hiring professional assistance really does stack up.
In your own workplace, you have no doubt evaluated the strengths of your workforce and then matched these to your corporate goals and objectives. At Opticomm, we do the same, applying the right professionals and skillsets to meet your targets by considering your audience, social media presence, brand integrity, content, graphic design and call-to-action. All of this requires expertise from different departments.
A crucial starting point is your website – the store window to your company. First impressions, really do count so it’s crucial to ensure your website is well-designed and provides a good user experience to visitors, regardless of the platform they approach it from, before you undertake any marketing activity. This is where an agency can help you evaluate if your site is SEO-friendly, quick to load, in keeping with your brand and better than your competitors.
And once your presence is established on and offline, how do you measure and analyse engagement? Again, that is where a marketing expert earns their crust – by evaluating activity, bounce rates, impressions and interactions and responding accordingly.
Time is also a compelling factor. Businesses large or small are usually time poor. Why take time and attention away from tasks that you can’t outsource when you can employ professional marketers to achieve more with less and drive your revenue in the long-term.
At Opticomm, we’ve put an end to ‘one size fits all’ planning – we ensure our clients know what they are buying and why. And we make your budget work harder by negotiating every purchase for your benefit and your benefit only. That way you can spend your time doing what you do best, safe in the knowledge we are doing the same.
Giving opens the way for receiving; YouTube gives us a glimpse of not-for-profit features that will transform charitable giving
Working with a number of not-for-profit organisations means finding maximum opportunities at optimum price. So there’s always a rush of excitement when there is a new launch or feature that enables content creators to support a charity’s causes and YouTube has done exactly that.
YouTube Giving is essentially a new arsenal of tools to enable creators to simply and swiftly create charity campaigns. And the best bit? YouTube will not take any of the monies raised.
Youtube gives us a glimpse of YouTube giving, a suite of features that aids and helps make a difference through charitable giving to over 1m not-for-profits. These features include Fundraisers (beta), Community fundraisers (beta), Campaign matching (beta), and Super Chat for Good.
The biggest digital marketing stories of the last 30 days that you need to know about.
- Overestimated key video metric leaves Facebook red-faced
- After a two year wait, Google’s spam-fighting Penguin goes real-time
- Twitter opens its ‘Moments’ story-telling feature to all
- How Google’s Possum update can now work in your favour
- Changes to Google’s PPC Quality Score – what does it mean for your campaign?
With up to five times the opportunity to strike a chord with your audience, perhaps you should be.
We all know that Facebook is an online giant and that these days, whatever you sell, whoever you sell it to, a Facebook business page is essential. But did you also know that by adopting Facebook’s carousel ads you can, according to data from Kinetic Social, drive up to 10 times more traffic than regular static sponsored posts?
More than ever people crave interaction with their advertising so Facebook’s carousel is the perfect way to share with your audience how to use a product or the rationale behind your brand. The majority of us have access to instant knowledge thanks to mobile technology so it follows that consumers now expect marketers to provide them with information in a format that gives them what they want, when they want it.
London is home to over 8.5 million people and with such a dynamic audience it makes it one of the most popular cities for advertisers, especially for those considering outdoor. According to TGI (2016 Q3: April 2015-March 2016), 68% (almost 7 out of 10)people over the age of 35 have responded to an out-of-home advert (OOH) either on their mobile or online.
OOH media provides an ideal opportunity to connect to people alongside their daily lives. With over 85% of us outside each day for over 7 hours a day, it is obvious why this is such an attractive proposition for advertisers looking to connect people to their brand.
In this exciting age of digital it is easy to overlook the value of radio advertising or wrongly assume that it is less compelling than other channels. Undeniably, the younger demographic do have a preference for listening to music using online video and streaming services via platforms like Spotify who are significantly increasing their foothold. However, in the UK 9 out of 10 adults still tune into radio each week – that’s 48.7 million people. Digital radio has also made radio more accessible to the masses – 58.9% of total radio listening is now via a digital platform with 30 million adults owning a DAB digital radio.
Digital radio also enables advertisers to target much more specifically based on listening preferences, region and age group to ensure the advertiser’s message is reaching its intended audience. No doubt the day will come when listeners receive personalised ads based on a stored profile but for now, there are still plenty of persuasive reasons for looking at radio.
When was the last time you drove your car without the radio on?
Nielson report reveals one may help the other in terms of both reach and engagement.
Arguably TV remains one of the most powerful weapons in an advertiser’s arsenal owing to its unique ability to reach the masses quickly. Despite the advent of online viewing which has grown considerably, TV still reaches 92.5% of the UK population every week meaning an average TV advertising campaign broadcast in the UK will achieve 234 million views (BARB). This makes it a very compelling proposition for brands looking to get noticed.
For traditionalists, TV could be regarded as the ‘original’ social media. How often do you hear people discussing the latest show and engaging in an ‘offline’ dialogue? Certainly, this has been amplified as conversations go online but the fact remains, TV gets people talking.
It is a truth universally acknowledged that knowledge is power. But perhaps it is not so much what you know but rather how you make use of that knowledge that identifies the big players. The beating heart of the media industry is a persistent search for bigger and better data, hence new ways to accumulate and analyse quality information is always a welcome investment.
Digital advertising spoils us with its granular levels of facts and figures, enabling targeted ad serving to specific individuals and providing a constant stream of feedback that can be compiled into an ever-so-handy database. Consequently, it can seem nonsensical to throw money at, for example, a press campaign and have no decisive results data when the measurement of the impact an ad has on sales or brand engagement is a primary concern for most if not all advertisers. (more…)