Mobile Marketing isn’t for Everyone

Why You Can’t always stick with Mobile Marketing

 

The standard practices of marketing are much more nuanced than people would like to think it is. It is more than just coming up with a bunch of slogans and slapping them all over in hopes of getting enough people to buy their product.  In fact, if you were to summarize the definition of marketing as a practice, you have smaller definitions that make them up as a whole.

There are “5 P’s”  that make up the definition of marketing. Promotion, place, price, product, and people. Each “P” needs to be kept in the minds of marketers while creating and executing an advertising campaign. Today, I am going to focus on the Promotion part of the “P’s”.

 

We all saw this coming. People have lectured on this subject for years. Hell, even us, a small Huntsville marketing company, called it over a year ago, when we were preaching incessantly about mobile-friendly websites on both our blog and our radio show. However, this headline has got me to thinking about something else.  Most of that money is a waste.

 

Rising Trends in Mobile Advertising

Marketing Strategy in Huntsville Alabama

 

 

I had been researching for an article topic when I noticed an interesting headline from 

 

Forbes.  “Mobile Advertising Will Drive 75% Of All Digital Ad Spend In 2018: Here’s What’s Changing”.  75% of America’s digital advertising budget is being spent on mobile advertising.  75%.  That’s a lot of revenue for one advertising platform.

 

 

Because not all businesses need to advertise through mobile. Some don’t even need a website.

I know, it sounds horrible for a digital marketing company to say, but there is a reason I am saying it.

 

No Marketing Platform is a One Size Fits All Deal

 

The only guaranteed advertising tactic that will work to some extent for all products and services are word of mouth. Period. But you still need to get people through the door for that to happen. And in order to do that, you need to find the right way to reach your audience. Advertising through Mobile devices seems like a lucrative venture. However, there is an important thing you need to realize about mobile devices and marketing. Not everyone owns a mobile device and not everybody uses their mobile device in the same way.

The current American Population, as of 2017, is 326,766,748. For the sake of ease, I am rounding the number up to 327 Million.   According to the latest census, 77% of Americans own a smartphone, so that is 252 lowered to million.

smart insights, mobile data usage

Copyright SmartInsights.com

In early 2017, a study was done what people used their mobile devices for.  55% of mobile users use social media, where, let’s face it, most of the ad revenue is going towards these days. This lowers the number further to 138 million. That excludes 188 million potential targets customers for your business alone.

The 138 million is a lot of people who will see your campaign but there are other factors that have to be taken into consideration in order to have your marketing money well spent.  You need to account for things like the age range of your customer base, how much spending power they have,  and if they have a quick and easy way to buy your product or service.

This can either narrow the numbers down even further and it could make your marketing campaign flop if you’re getting too few returns on your investment.

 

So Who Should Spend Money on  Mobile Advertising?

 

  • Businesses with an Online Store

Businesses that have an online store are more likely to succeed with mobile campaigns than purely physical stores.  This is because it decreases the amount of time it takes for a customer to make a purchase decision, leaving little room for them to change their minds. The quicker they can access your product, the better.

  • Businesses With a Target Demographic of a Younger Generation

Younger generations are more equipped with the skillset of handling technology, and see it more as a necessity since they haven’t lived long in a world without it.  They have learned to utilize technology as part of their daily lives, so you are much more likely to reach them with a mobile ad than you were for older generations.

  • Businesses Involve Travel and Entertainment

They get the highest click-through response rate at 60%. I think this has to do with the correlation of both escapism through leisure time in browsing social media, and the Gen X/Millennial need to experience new things.

  • Businesses with a Concise and Condensed Message

If your business has a short, simple message that states what it is, where it is, and why it is here then you are more likely to succeed than ads long-winded messages.  The attention span of mobile users are short since they are both always on the go, and live a fast-paced lifestyle.

 

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By | 2018-02-23T13:48:28+00:00 February 23rd, 2018|Post|0 Comments

Marketing Lessons Major Companies can Teach Us

What are Brands?

 

Back in 2014, a  Supreme Court ruling was held during the controversial trial of Burwell vs Hobby Lobby. The issue in question was if a privately held company could opt out of government mandates and regulations based on the grounds of a corporate claim of religious belief. The court ruled in favor of Hobby Lobby which stirred a national debate among business owners  and workers alike. Can a corporation have the same individual rights as a person? And if so, what would it mean for the people working under that corporation. Granted that ruling only works for more privately held companies but it still caused quite a stir among the public. Mainly about how a corporation , an abstract non-living entity made up of multiple people, could even have a religious identity.

Corporate person hood, while a hot topic in today’s highly capitalistic society, is not a new debate.  Hell, corporations have had varying degrees of person hood in the United States since at least 1818 after the question was raised whether corporations could enforce and participate in contracts. But this does leave me wondering,  do companies have identities? Are they shaped by brands as we know it? Does our perception of a company help or hurt them in the long run?

 

alter ego, brandBrands Serve as Company Alter Egos

A brand, as the layman would describe it, would be a logo and a tagline attached to a product by a major company. But is that all what branding really is?  After all,  just about anybody can combine an image with a product then buy some advertising space in hopes that someone sees it.

But a catchy slogan alone cant grab public attention.  Take it from someone who works at a Huntsville marketing firm. A flashy logo without any context or assigned value to it is as useless as the preview family photo in a picture frame you just bought. It’s just there to take up space and is utterly pointless.

So, what is a brand if it isn’t just a tagline and an image? It is an identity that serves as a way for the public to identify what makes the company unique.

 

Example: The Disney Company’s Child Friendly Identity

 

The Child Friendly Brand that Built an Empire

 

Even in the early stages of his empire, Walt Disney knew who he wanted to be, and by extension how his company would reflect it.  His goal for his company was to instill a sense of wonder and imagination for children and adults alike. He accomplished this with three major business strategies. First, he gave his company a family friendly persona to reach his target demographic. Then, he kept either inventing or utilizing new forms of  technology for film and the theme parks. Finally,  he positioned himself and his company in places where the entertainment industry was growing.

When his animated films and theme parks became a big success, everyone who had seen anything remotely to do with Disney could immediately get the impression of what he was about. Child-like wonder. And it worked tremendously. Disney is a global empire with multiple theme parks world wide and has a place in both the film industry with Pixar and a lot of success with merchandising.

So, Disney’s personal brand made him a success because he gave his company an alter ego for the public to easily identify with.  But how well does it hold up after many years of being on the entertainment scene for families?

But Also Doomed It

 

While the Disney company has certainly grown and continues to grow with their acquisitions of both Marvel Entertainment and the Star Wars franchise. However, you are not going to see an R-rated Marvel superhero movie unless its from Fox.  Nor, are you going to see a PG-13 Pixar film talking about seriously controversial topics.  And you are never going to see a Disney animated version of Joan of Arc with her burning at the stake.

You will never see those things because it clashes with the public perception of the Disney brand. If they toe too far out of line with the public perception of them, they will get a huge backlash from their audience. Human beings, are social creatures that find comfort and safety in predictability. Its why most of us are part of a culture, and it is why every single person has at least one daily ritual or habits.  Any deviation from that norm will upset people and make them angry enough to push the offender out of their life.  And a company that deviates too far from a strongly held identity could fall apart at the seams.

It could be argued that this is a good thing for children. This may be true to some extent.  But this also caused some tonal issues with Disney films like Hercules, Pocahontas, and, the Hunchback of Notre Dame. You could tell during production that there was a clash with the project directors and the constraints of the brand. These clashes combined with the taking off of Pixar has mostly lead to the end of the Disney Renaissance and its 2d animation studio.  This has brought Disney criticism as being either “too commercialized” with either dark or ethnic source material or “too pandering” towards younger audiences.

Then you have other criticisms landed by both conservative and liberal families that both want their values and reputations due justice but fall in direct conflict with one another. Because Disney wants to cater to as many families as possible, they try to please everyone, pleasing no one in the process.

Conclusion

The perception of the family brand Walt and Roy has painstakingly cultivated over the years has made Disney huge. But, it has also doomed the company from personal growth by trying to appeal to everyone.  The company is lucrative, but it is also creatively stagnant They are currently trying to mitigate that stagnation by owning other properties and integrating them into their somewhat outdated parks, but there isn’t as much of that original creative spark that the company used to have. And I wonder, just how long their strategy is going to last?

The sort of Aesop that can come from the Disney company’s story is that its great to have an identity for your company. But, you can’t let that identity consume your company to the point where it excludes creative possibility.

Web Design By Purple Tie Guys Decatur Alabama, alabama seo company, huntsville marketing company, alabama marketing companyThis article was brought to you by Purple Tie Guys, a Huntsville Marketing firm dedicated to making your business visible to the rest of the crowd. If you want to read more articles, check out our blog. If you want to book an appointment, Check our call button on the front page!

By | 2018-02-17T18:10:19+00:00 February 17th, 2018|Post|0 Comments

What Makes Content Marketable? – What you Offer

The Recipe for Marketable Content

 

Offering A  Solution to a Problem

A product or service cannot always sell itself on its own. If it did, then there would be no need for advertisers or marketers for any product ever. Selling anything to another person is a hard task because it involves convincing another person why your product or service is exactly what they want or need.  There are different ways to relay your message, whether it involves presenting that message in an entertaining format or through a new medium. However, those presentations will fall flat if you cannot tell your audience about what your product is, and how they benefit from it.

People will ignore what they think they don’t need. So, it’s your job to tell them why they need your product. Marketers and salespeople alike often refer to the problems that need their product as a solution as a ‘pain point‘. And, a good salesman and marketer know how to press on that pain point in order to get people to pay attention.

 

Done Right

In September of 2017, the Coca-Cola company launched an ad that shifted the focus from their titular product to their company identity as a whole. The voiceover of the ad explained that they offered more than just Coke. They showcased Smart Water, Honest Water, Odawalla, and other types of drinks in their portfolio to illustrate their product range for the variety of needs that come with a person’s drink choice. They also highlight their ties with local communities through the number of people they hire, their water sustainability program, and their scholarship programs.

2017 coca cola ad

This ad perfectly illustrates the different needs of the customer base that they are trying to reach. The ad also illustrates how they satisfy the needs of local communities, through visual examples of employment, educational, and environmental outreach. This is most likely to cement their reputation as a brand that is good for the community in an attempt to get as many people as they can to gain a preference for their product line.

Their shift away from the soft drink aspect of the company couldn’t have come at a better time for them. Sodas are dropping in popularity over the last few years, thanks to local governments and the younger generations becoming more health conscious. Coca-Cola is proving to those who are watching that they are capable of diversifying and surviving in the up and coming millennial influencer market.

Done Wrong

The Side Hustle Campaign from Uber always bugged me. Almost to the level that the Kylie Jenner Pepsi Ad bugged me. I think it is because it strikes me as something just as tone deaf.

uber side hustle bad

The driver in the commercial points out that  “everyone needs a side hustle” before dancing in his car to a song that was written for the commercial. He smiles and points out when he is chilling, working or earning with each scene afterward.  The tone of the ad gives the impression that driving for Uber is less of a second job and more of a cute hobby.

Last I checked, most people don’t take second or third jobs just for the heck of it, and they certainly don’t always enjoy them to the extent of the people in the commercial. We take those jobs because we are trying to enter a job market during a time of an economic depression. In fact, the Washington Post even pointed out that the need for a side gig and the participation of a shared economy is a symptom of a much bigger economic problem.

But this commercial doesn’t even address the reason why anyone would need a side hustle, much less the guy in the ad. He looks like he has a stable income, a nice house and not a care in the world.  He doesn’t look like he really needs any of it.  It doesn’t even sound like a solution to any problem. The commercial just advertises that Uber exists.

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By | 2018-02-10T01:24:40+00:00 February 10th, 2018|Post|0 Comments

What Makes Good Content – Entertainment Value

The Recipe for Marketable Content

 

I might have made this statement in the past, but it bears repeating, nonetheless. Putting in an advertisement that just point blank tells you to ‘buy this product’ is no longer a valid form of selling anything to anyone. The last two generations of consumers have seen commercials since birth and are practically immunized against standard advertising tactics. I would even go far enough to say that they have become cynical about our consumer-based economy. So, the more forward-thinking marketers of today address this obstacle by creating marketable content for target audiences.

However, this raises a thought-provoking question. What makes marketable content? Effective marketable content can successfully connect, entertain, and offer something that audiences need. Through a few examples over the next few posts, from the perspective of someone who works in an Alabama marketing company,  I will explain what these three factors have done right and done wrong.

 

Entertaining Content

Advertising as a whole has changed significantly since its beginnings in visual media. What started out as content with company sponsorships in the 1950s has morphed into a rat race to maximize the attention span of audiences all over the globe. With more companies paying for more advertising slots, audiences are getting overwhelmed by too many advertisement interruptions.  And who could blame them? Ad run times have grown longer to the point where shows have started to become unwatchable.

For example, in the 1960’s when television was getting popular, there was a total of 9 minutes of advertising for an hour-long program. That’s a reasonable amount of time to be interrupted for any activity. In the 1990’s, an hour-long program contained 19 minutes of advertising runtime. After getting that much interruption, why would anyone bother to watch the program, let alone commercials?

So what is the answer for advertisers who are getting skipped over?  Keeping audiences engaged and entertained while you sell your product.

 

Done Right

mister clean commercial- entertaining advertisementA good ad campaign can entertain. A great ad campaign gets viral. And no Superbowl ad has gotten more viral last year than the 2017 Superbowl Mister Clean-Cleaner of your Dreams commercial. It takes a bold company to take a mascot that’s been around since the 1950’s and update him to something on par with a trashy romance novel or a cheesy 1990’s R&B music video.

It looks at first, like the woman in the commercial is hesitantly being turned on at the thought of buff  Mister Clean, of all people, sexily wiping down counters and mopping floors. She slowly gets into it until The mythical cleaning figure becomes her husband, who was doing the chores. She tackles him in a passionate embrace over the couch when a tagline pops up and reads “Gotta love a man who cleans.”

The commercial was created with the intent of making the old mascot more relatable with modern lifestyles where men and women both divvy up household chores. And even if you aren’t part of the middle-aged house husband/wife demographic, the image of the woman who is initially unsettled then slowly seduced by a sexy CGI Mr. Clean is outright hilarious.

As of  February 2018, this commercial has  17,721,768 views.  And with the new super bowl coming up in a few days, I hope that Proctor and Gamble can top this one.

 

Done Wrong

 

bad advertising, Entertaining for an audience is a subjective task, but when you come up with skits or key concepts, you need to be able to relate to as many people as possible, by going out of your way to understanding your audience.  The last thing you want to do is to alienate your audience or worse, pretend that you understand them, and come across as unauthentic or insincere. So, of course, when the Kylie Jenner Pepsi ad came out, it fell flat.

I already wrote about this in depth, so I am just going to briefly cover it here.

It caused outrage from the protest crowd because the politics that were surrounding both the Occupy Wallstreet and Black Lives Matter conflicts were important and had to do with things like fighting corporate corruption and drawing attention to police brutality.  This commercial dumbed the conflict down into a “trendy millennial thing”, which infuriated all of the people who had worked so hard to take it seriously.  Pepsi talked down to its audience and as a result, hurt their publicity.

 

Web Design By Purple Tie Guys Decatur Alabama, alabama seo company, huntsville marketing companyThis article was brought to you by Purple Tie Guys Media Services, a Huntsville Alabama Marketing Company.  If you want to read more about stuff like this, check out our blog!

By | 2018-02-02T13:00:20+00:00 February 2nd, 2018|Post|Comments Off on What Makes Good Content – Entertainment Value