To develop a successful digital marketing strategy that boosts brand awareness, drives conversions, and increases revenue growth, brands need to rely on the expertise and tools supplied by today’s best digital marketing agencies.

Specializing in search engine optimization (SEO service), content marketing, content creation, email marketing, website optimization, targeting, and more, top digital marketing agencies and digital marketing service providers work with brands across industries, tailoring solutions to various digital strategy goals, budgets, and needs.

#1 Power Digital

• Specialty: Power Digital is a digital marketing service agency known for creating customized, intelligent digital marketing strategies that maximize efficiency and effectiveness, using their proprietary data analysis technology platform, Nova.
• Industries: E-commerce, SaaS, B2B, B2C, fashion, beauty, retail, and private equity.
• Strengths: A data-driven approach, specialized teams of industry experts, and tailored digital marketing services and strategies specific to each client.
• Pricing: Custom, scalable pricing packages that fit each client’s unique needs and goals.
• Headquarters: San Diego, California, with offices in New York and Washington, D.C.
• Notable Clients: Casper, Honest, Bob’s Red Mill, Berkshire Hathaway, Lord & Taylor, MyFitnessPal.

Power Digital is a top growth marketing firm and digital agency that specializes in using data to create informed, results-oriented marketing campaign strategies. The company offers full-funnel services spanning social media, search engine optimization (SEO), content marketing, email, PPC services/paid media, and more.

With clear communication, agile and responsive teams of industry experts assigned to each client, and a measurable impact on revenue, it’s no wonder Power Digital has a whopping 96% client retention rate. For clients looking for a full-service growth marketing agency that can capably execute every aspect of their digital marketing solution and strategy, Power Digital is the best digital marketing agency to beat.

#2 SeedX

• Specialty: Branding, UX/UI design, app development, video production, and content creation.
• Industries: Software/SaaS, e-commerce, consumer goods, B2B.
• Strengths: Innovative, omnichannel marketing strategies built on clients’ unique KPIs and industries.
• Pricing: Custom pricing packages; contact for a quote.
• Headquarters: Austin, Texas.
• Notable Clients: Forever21, The California Endowment, Yeezy, Harvard University, Google.

Founded in 2015, SeedX is a marketing and strategy firm that offers both digital marketing solution services and traditional marketing services. They pride themselves on being a majority woman- and minority-owned digital agency that aligns their services with their values of honesty, transparency, and integrity. They take a highly individualized, collaborative approach with clients, providing each client with an assigned project strategist to create a custom marketing plan, making them one of the best digital marketing company choices out there.

#3 Just Digital Inc.

• Specialty: Google and Facebook ads, web design and branding, email, SEO, and social media marketing.
• Industries: Coaches, financial advisors and CPAs, med spas.
• Strengths: Customized marketing materials and strategies with a modern look and personalized flair for each client.
• Pricing: Custom; contact for a quote.
• Headquarters: Beverly Hills, California.
• Notable Clients: BrainTap, J75 Shoes, CalAsian Chamber of Commerce, Drip MediSpa, Strategic Employment Partners.

Just Digital takes a warm approach to the client-agency relationship, which is why they’re one of, if not, the best digital markteting agency choice if you’re a small business. Their team is small but adaptable, working closely with each client to create a customized digital strategy. For small businesses that need a creative and custom website design, paid ad management, or even troubleshooting for a technical problem in their current digital marketing efforts, Just Digital is an approachable, easy-to-work-with agency.

#4 Canesta

• Specialty: Web design, branding and packaging design, SEO, PPC, and email marketing and automations.
• Industries: E-commerce, financial, health and wellness, medical, real estate, food.
• Strengths: Design of all kinds, from aesthetically pleasing mobile-optimized websites to clean and modern corporate branding.
• Pricing: Custom pricing; contact for a quote.
• Headquarters: Los Angeles, California, with offices in Seattle and Bulgaria.
• Notable Clients: Michel Germain Parfums, Qure Water, Botanicam, DexShell, Revir.

Canesta is a digital marketing agency that uses data science, analytics, and careful monitoring of key metrics to spur growth and identify new revenue streams for their clients. They focus on building enduring partnerships by providing responsive customer support, regular progress reports, and measurable value.

#5 Sachs Marketing Group

• Specialty: Social media marketing, SEO and web presence development with custom website designs and optimizations.
• Industries: Hospitality, education, brick-and-mortar retail, technology.
• Strengths: SEO, social media development, website design and development, Google Ads management.
• Pricing: Scalable, flat-fee pricing packages that let clients start small and build as they grow.
• Headquarters: Los Angeles, California.
• Notable Clients: Diamond Resorts, US Air Force, Six-K, Paradigm Treatment Centers, California Aeronautical University.

Sachs Marketing Group is a full-service agency with a dedicated marketing team that performs all client work in-house. This means clients can rely on consistent quality. They excel in creating up-to-date, responsive websites that enhance their clients’ online presence, build organic traffic, streamline the customer journey, and increase conversions.

#6 NoGood

• Specialty: Creative content, SMS, and video marketing.
• Industries: SaaS, B2B, consumer, healthcare, fintech, cryptocurrency, startups.
• Strengths: Best for companies looking to optimize their customer journey from top to bottom to build long-term growth.
• Pricing: Customized pricing based on the client’s needs; contact for a quote.
• Headquarters: New York, with offices in Los Angeles and Miami.
• Notable Clients: Invisibly, ByteDance, Rivet, unspun, Zepp Clarity.

NoGood is an award-winning full-funnel agency that takes a scientific approach to driving growth with measurable outcomes. They help their clients grow by targeting a niche, formulating a strategic plan and brand story, and then testing the outcomes and refining the approach, resulting in a blend of data-driven insights and creative ingenuity.

#7 Obility B2B

• Specialty: Paid search and display ads, SEO, paid social, revenue operations, content strategy and creation.
• Industries: B2B, technology, SaaS.
• Strengths: Harnessing data to make informed marketing decisions, using information like past campaign performance, competitive intelligence, KPIs, and keywords.
• Pricing: Flexible pricing dependent on project scope, starting at about $5,000 a month.
• Headquarters: Portland, Oregon, with offices in Boston, Massachusetts and Austin, Texas.
• Notable Clients: AutoDesk, Fastly, Hitachi Vantara, Moz, Snowflake.

Founded in 2011, Obility is a digital marketing agency that works exclusively with B2B clients in the technology and SaaS spaces. They focus on scaling digital marketing plans and tracking revenue growth attributable to marketing efforts. In doing this, they can more accurately determine each client’s most effective channels in order to maximize ROI.

#8 Law Rank

• Specialty: Helping legal firms optimize their SEO to rank on the first page of Google for their targeted geographic area.
• Industries: Works exclusively with legal firms.
• Strengths: Highly specialized knowledge of SEO challenges for attorneys and legal firms.
• Pricing: Pricing varies; LawRank analyzes each project and provides a custom quote.
• Headquarters: San Diego, California
• Notable Clients: Shaked Law; Mirman, Markovitz, & Landau; Rosen Injury Lawyers; Berenji and Associates.

LawRank builds custom digital marketing packages for clients in the highly-competitive legal field. They use proven strategies such as targeted, reputable link building via media mentions and legal directories, locally-focused SEO, and website optimization to help law firms boost traffic and conversions.

#9 Investis Digital

• Specialty: Working with well-established global brands to provide services ranging from recruitment to intranet development, corporate communications, and full-service digital marketing.
• Industries: Technology, finance, hospitality, consumer products, education.
• Strengths: Strategy and consulting, content and creative, website development, virtual event management.
• Pricing: Cost varies depending on the scope, size, timing, and complexity of each campaign.
• Headquarters: London, with offices in New York, Phoenix, Dublin, Edinburgh, Gothenburg, Helsinki, and India.
• Notable Clients: Wyndham, Charlotte’s Web, Pearson, Annaly, Bracknell Forest Council, Vodafone, Russell Athletic.

Investis Digital is an award-winning full-service performance marketing agency with a worldwide presence. They’ve worked with well-known brands in a variety of industries, providing strategy and consulting, global digital marketing, content development, and technology solutions.

#10 Umbrella

• Specialty: Shaping marketing strategies around memorable, customized visual content. Developing strong brand identities for up-and-coming businesses or established companies looking to rebrand.
• Industries: Tech startups, fashion, beauty, e-commerce.
• Strengths: Creating memorable, cohesive visual branding and digital marketing content with a clean modern edge.
• Pricing: Customized depending on services; contact for a quote.
• Headquarters: Los Angeles, California
• Notable Clients: The Peninsula Beverly Hills, Ragdoll LA, Hyperloop TT, August & June, Tossware.

Umbrella has a strong focus on crisp, clean aesthetics, making the company ideal for trendy brands looking to make a splash on social media platforms. They specialize in content creation built around custom video, photography, and graphic design made by their in-house team of creatives.

Harness digital marketing expertise with Power Digital: A growth marketing firm

In a world flooded with digital marketing, a digital marketing agency can serve as the guiding light that helps your business find its way to higher ground. While every SEO company, TikTok agency, or Amazon agency brings unique strengths to the table, Power Digital, a top growth marketing firm, shines above the rest.

The team at Power Digital will work with you to develop a comprehensive understanding of your business, your customer, your challenges, and your goals to create an informed strategy with clear deliverables that produce real results.

Contact Power Digital today to find a new direction for your digital marketing strategy—one built on a solid footing of experience, market data, and creative vision. The digital landscape may be vast, but you can trust Power Digital to steer you right.

Sources:

1. Digital Marketing Institute. How to choose a digital marketing agency. https://digitalmarketinginstitute.com/blog/how-to-choose-a-digital-marketing-agency

The post 10 Best Digital Marketing Agencies appeared first on Power Digital Marketing.

Google Analytics 4 (GA4) is the latest version of Google’s powerful analytics platform, and it promises to help marketers gain even deeper insights into their website traffic. With GA4, marketers can access advanced features that allow them to monitor user behavior more closely than ever.

From exploring customer paths with pathing analysis, identifying anomalies in data with exploration reports, and uncovering valuable user cohorts through segment overlap and lifetime value reporting – GA4 has something for everyone.

In this comprehensive playbook for Google Analytics 4 for marketers, you’ll learn how to migrate from Universal Analytics (UA) and take advantage of all the new features available so you can make better marketing decisions based on your data.

So let’s get started!

Google Universal Analytics (UA) is Being Replaced with Google Analytics 4 (GA4)

Google Analytics 4 (GA4) is the latest version of Google’s powerful analytics platform, promising to replace Universal Analytics (UA).

As of July 1, 2023, Standard Universal Analytics properties will stop processing data. 360 Universal Analytics properties with a current 360 order (Google Analytics 4 or Universal Analytics) will receive a one-time processing extension ending on July 1, 2024.

Between March 2023 and July 1, 2023 UA users can continue to collect new data, but after that point, they will only be able to access previously processed data for six months before all UA properties become unavailable.

You can keep up with updates on the Google Analytics UA sunset here.

It is recommended that marketers make the switch to Google Analytics 4 as soon as possible to build up enough historical data and usage in the new experience before UA becomes unavailable.

Changes between Universal Analytics (UA) and Google Analytics 4 (GA4)

• Event-based data collection: While Google Analytics UA focused on tracking page views and sessions, GA4 is built around tracking events. There are 4 types of events in GA4: automatically collected, enhanced measurement, recommended, and custom. The first two will be tracked automatically, while the last two need a custom setup.
• Data Streams replaced views: Views are no longer used in Google Analytics 4. They are replaced by “Data Streams” in the GA4 account hierarchy. Additionally, Data Streams do not perform the same function that Views once did. Data streams can be analyzed individually or rolled up.
• User Identification & Sessions: Universal Analytics (UA) used cookies to identify and track interactions at a user level. Google Analytics 4 (GA4) uses machine learning and device identification to build these relationships.
• Sessions will not match UA: This is due to the way sessions are calculated. The closest match in GA4 is to count the session_start event.
• Some metrics are different (or new!): Metrics like average session duration and bounce rate that we relied on in UA are either gone or significantly different in GA4. GA4 also added new engagement metrics, and sessions are calculated differently.
• Custom Reporting: There are fewer standard reports available in GA4 than UA. This takes some getting used to. The good news is that the more limited reports can be customized to suit most purposes. The report structure also changed entirely with GA4 where navigation is now guided by “Analysis Hub.” Exploration Reports have replaced the previous Custom Reports in UA, which offer flexibility for customizing visualizations.
• New Cohort and Lifetime Analysis: The cohort analysis tool helps marketers uncover user behavior patterns over time to determine what strategies work. Prediction models in Google Analytics 4 (GA4) give marketers visibility into how likely customers will convert or churn. Lifetime-based metrics will help marketers understand lifetime, initial, and most recent event values.
• Goals in UA no longer exist: In GA4, you must now flag an event as a “conversion.” Additionally, automatic goals such as pages per session and session duration are no longer available.

Google Analytics 4 Uses an Event-Based Model

Understanding Google Analytics 4’s (GA4) event-based model is critical to successfully using the platform. This means defining events for tracking user interactions with a website, such as page views and clicks, determining how often an event occurs, and setting parameters to measure them.

Events are typically associated with web pages or elements like buttons, links, and forms. They can further track necessary conversions on your site, such as purchases, email signups, and form submissions.

Events Types in Google Analytics 4

Google Analytics 4 (GA4) event types are a way to measure user interactions or occurrences on websites and apps. They provide valuable insights into user behavior and allow marketers to tailor their strategies accordingly. The following list provides an overview of the different GA4 event types available:

1. Automatically Collected Events: These events are automatically collected when you set up Google Analytics 4 on your website or app. They can include page loads, clicks, downloads, etc.
2. Enhanced Measurement Events: are collected when you set up Google Analytics 4 with enhanced measurement enabled. They can include video plays, site searches, scroll activities, etc.
3. Recommended Events: You must implement these events yourself but have predefined names and associated parameters, such as form submissions or add-to-cart purchases for E-commerce sites and apps. They unlock existing and future reporting capabilities in Google Analytics 4.
4. Custom Events: These events you define yourself and require a more advanced setup than the recommended events listed above. They do not appear in most standard reports, so custom reporting is needed for meaningful analysis of this data type.

Find the full list of automatic, enhanced, and recommended GA4 events in Google’s documentation here.

Google Analytics 4 Event Parameters

Event parameters in GA4 are extra pieces of information (metadata) that help you better understand how people interact with your site.

For example, when someone views a product you sell, you can include parameters that describe the product they viewed, such as its name, category, and price. GA4 automatically collects some event parameters, but others must be manually added for specific purposes.

Google Analytics 4 has several pre-built dimensions, such as user acquisition source, device categories, and country, that automatically populate when event parameters are provided.

With GA4, you can also create custom dimensions to track additional user attributes that are not included in the standard set of dimensions.

When setting up GA4, it is crucial to remember that specific event parameters must be included for some events for them to appear correctly within the reports in GA4. For example, if you are tracking a purchase event, you must include the currency parameter to appear within the eCommerce report.

How Events are Collected in Google Analytics 4 (GA4)

In addition to event types, understanding how these events get sent from your website or app is essential for successfully implementing GA4 event tracking.

When an event gets triggered by a user action, such as clicking a link on your website, it follows a four-step process:

1) analytics receives the click event

2) analytics surfaces the event parameters

3) analytics fully processes the event

4) analytics surfaces the data in dimensions and metrics used in reports and audiences.

New Engagement Metrics in Google Analytics 4

Engagement metrics are used to measure when users interact actively with your website or app. The 3 new metrics that Google Analytics 4 provides for user engagement are Engaged session, Average engagement time per session, and Engagement rate.

• Engaged Session: This metric is the count of sessions that lasted longer than 10 seconds, or had a conversion event, or had two or more screen or page views.
• Average Engagement Time per Session: This metric indicates how long a user has engaged with your page or app in a single session. It helps you understand how engaged users are and for how long they remain active on your site.
• Engagement Rate: To calculate the engagement rate, GA4 divides the number of engaged sessions by the total number of sessions. Bounce rate is now the inverse of engagement rate (unengaged sessions/total sessions).

Segments and Audience Builder in Google Analytics 4

Google Analytics 4 makes it easy to create custom segments of users, sessions, and events.

With the Segment Builder, one can create a segment by defining parameters, conditions, selecting a date range and condition period. Segments must have at least one condition set to be saved. Conditions can evaluate dimensions, metrics, and events.

There are three types of segments:

• user segments (subsets of users)
• event segments (subsets of events)
• session segments (subsets of sessions)

GA4 also includes an ‘At any point’ option that allows evaluation even if conditions are no longer met. Dynamic evaluation can also be enabled to capture changes in user data over time.

Segment Builder also has optional settings including “sequence conditions”, time constraints, and exclusion rules if you’d like to remove users from the segment temporarily or permanently.

It is important to note that there are differences between Universal Analytics & GA4 properties when creating a segment.

There is a maximum limit of 10 segments per exploration and up to four per individual technique with data sampling occurring at 100 million rows.

Google Analytics 4 contains pre-built audiences, some of which use predictive analytics. You can create custom audiences using user, event, and dimension attributes combinations. 

Pre-built audiences include:

• All users
• Purchasers
• Likely 7-day churning purchasers
• Likely 7-day churning users
• Likely 7-day purchasers
• Likely first-time 7-day purchasers
• Predicted 28-day top spenders

How to create a new audience:

Google Ads Integration with Google Analytics 4

Similar to Google Analytics UA, you can (and should) link your Google Ads account to GA4. By linking the accounts:

• You can view your Google Ads campaigns by accessing the Google Ads campaigns report.
• Access new Google Ads dimensions in the User acquisition report
• See your Google Ads campaigns in the Advertising section of GA4, including the Attribution reports
• Enhance your Google Ads remarketing with Analytics audience data
• Import GA4 conversions into your Google Ads account
• Leverage auto-tagging (in Google Ads) to seamlessly track Google-specific campaigns in GA4

There are limitations regarding linking Google Analytics 4 properties to Google Ads accounts. Only individual Google Ads accounts and Google Ads manager accounts can be linked, with a maximum of 400 links per property. If you have more than 400 links in your current setup, creating a Google Ads manager account and connecting GA4 property should do the trick. Google provides detailed steps on how to link GA4 and Google Ads properties.

Standard Reporting in Google Analytics 4

Google Analytics 4 provides only a few standard reports, while UA offers 30+ standard reports.

This looks scary or incomplete if you’re not prepared.

Tip: One of the easiest & fastest ways to build custom reports is to add filters, segments, and comparisons to standard reports.

To analyze data more in-depth, you have a few options:

• Build custom reports in GA4
• link your data to Looker Data Studio
• export your data to BigQuery
• leveraging the API using a 3rd party service 

Custom Reports and the Analysis Hub in Google Analytics 4 (GA4)

Google Analytics 4 (GA4) makes exploring your website data easier than ever with the Analysis Hub. This hub provides deeper insights into user behavior and helps marketers uncover valuable patterns in their data.

The Analysis Hub consists of three main views:

• Exploration
• Funnel Analysis
• Path Analysis

Each view contains its own set of features and functions that help you dive deeper into your data.

Google Analytics 4 Exploration Reports

In Exploration Reports, you can build visualizations from various sources, including events, user properties, any custom dimensions or metrics you’ve created, and more. You can configure these visualizations to show both standard and custom date ranges.

The visualization type can be displayed as a bar chart, plain text list, or a heatmap to give your report more detail. Additionally, each visualization has its own tabs for displaying multiple data points in one report.

Google Analytics 4 Funnel Analysis Reports

In Funnel Analysis Reports, you can visualize website visitors’ steps to complete an event and see how well they succeed or fail at each step. This helps marketers understand where users might be dropping off in the conversion process so they can identify potential issues or opportunities for optimization.

Google Analytics 4 Path Analysis Reports

Finally, Path Analysis Reports provide an even more detailed look at how users interact with your website by tracking their “event stream,” which is the series of on-site actions. These reports allow you to visualize looping behavior which may indicate that users are becoming stuck somewhere along their journey – an invaluable insight for understanding where improvements may be needed to drive better results.

Attribution Models in Google Analytics 4 (GA4)

Attribution in GA4 credits channels, ads, clicks, and more that result in conversions on website.

Quick disclaimer, all models use a mix of click-based and some view-based signals (from Google channels).

Generally, this measurement methodology is flawed and will bias bottom-of-funnel and Google campaigns over other platforms (Meta, TikTok, Display, etc.) At Power Digital, we recommend a diversified measurement strategy that includes incrementally-based testing to understand marketing contribution.

There are two different attribution models available:

• Data-driven: uses artificial intelligence to assign a score (weight expressed as percentages) to each touchpoint in the customer journey
• Last click: 100% of the credit to the last non-direct channel. You can also select between Cross-channel and Ads-preferred.

Google Analytics currently offers additional attribution models including first click, linear, time decay, and position-based. Google has announced they will deprecate these soon.

The default attribution model in GA4 is “data-driven.” However, this can be customized within the admin. Read more on Google’s attribution models in GA4.

How to Setup Google Analytics 4 (GA4)

You can create a Google Analytics 4 (GA4) property alongside an existing Universal Analytics (UA) property using the GA4 Setup Assistant tool.

Depending on how your site is hosted, you can choose to:

• install the tag manually
• install through an existing Google tag (gtag.js)
• use a CMS or website builder (ex. Shopify, WordPress, Wix, etc.)
• install the tag via a tag manager (Google Tag Manager, Tealium, Segment, etc.)

After adding the tag, you’ll need to verify data is being collected using the Realtime report. 

To get the most out of your Google Analytics 4 implementation, we recommend that you have all standard and recommended events firing. Some common CMS tools can populate these by default. However, we also recommend deploying through your tag manager using a clean and accurate data layer.

Once you have the base tag and events populated, be sure to configure the following admin items (at a minimum):

• Basic settings (time zone, currency, attribution and data retention defaults)

• Configure custom channel groupings

• Referral exclusions: Admin > Property > Data Streams (Select Stream) > Config Tag Settings

• Enabling enhanced and recommended events: Admin > Property > Data Streams (Select Stream) > Enhanced Measurement Settings
  

• Configuring any cross-domain tracking: Admin > Property > Data Streams (Select Stream) > Configure Tag Settings

• Confirm all PII data is excluded

Accessing Your Google Analytics 4 Data

Of course, you can access GA4 data directly in the interface using standard and custom reports. However, GA4 data can also be viewed through:

• BigQuery Integration
• Direct link to Looker Data Studio (formerly “Google Data Studio”)
• GA4 API (or 3rd party tool using the API)

Google Analytics 4 Export to BigQuery

You can export your raw events from Google Analytics 4 properties into Bigquery (Google Cloud data warehouse). This can give you and your team more flexibility in building custom segments using SQL, automating reporting, and connecting your data to other tools.

Data is exported once a day, plus continuously throughout the day (streaming export), with a daily limit of 1 million events for standard properties.

A few cautions:

• Differences exist between Google Analytics UI and BigQuery export, such as value additions and user attribution data. In our experience, we’ve found BigQuery to be the most accurate as it avoids many sampling and cardinality issues in GA4’s UI and API.
• If you choose the streaming export option, you can access raw event data in real-time at an additional cost of $0.05/GB for processing.
• Table updates are based on the property’s time zone, and cookieless pings or customer-provided data will be present when consent mode is implemented.
• Streaming export makes data available within minutes, facilitating real-time exploration; user-attribution data is delayed 24 hours. 

More details on the GA4 > Bigquery integration can be found in Google’s documentation.

Viewing Google Analytics 4 Data in Looker Data Studio (Google Data Studio)

You can create a dashboard in Looker Data Studio (LDS) using the native Google Analytics 4 data connector in LDS.

Connecting to Google Analytics 4 requires Read & Analyze permission. Once connected, new reports can be created from the data source in Looker Studio.

Any available fields from the Google Analytics Data API (GA4) including custom fields, can be used for creating visualizations.

Warning, reports in LDS are subject to Google Analytics Data API (GA4) quotas and may display an error message if exceeded (good news, this threshold was recently increased).

Key Takeaways

• Google Analytics 4 (GA4) is the newest version of Google Analytics
• Google Analytics US will sunset on June 30, 2023. You should plan to migrate to GA4 before that data or expect some data loss.
• GA4 uses an event-based data model that differs from UA (session & page-based measurement). Do not expect data to match.
• GA4 does not include as many Standard Reports but has a lot of flexibility to create custom reports and data explorations
• Google is still actively rolling out features weekly. Expect gaps between UA and GA4 to close over time.
• GA4 is susceptible to data sampling and API thresholds. BigQuery export is your best bet for details reporting and accuracy.

If your company needs help getting Google Analytics 4 implemented and integrated into your marketing stack, our expert team can help.

The post Getting Started with Google Analytics 4: The Ultimate GA4 Guide for Marketers appeared first on Power Digital Marketing.

As technology has developed, so have the opportunities to reach consumers beyond traditional e-commerce sites. Savvy businesses have increasingly stepped beyond multichannel strategies and are now employing omni channel retailing to maximize their chances to connect with potential customers.

But what is omnichannel retailing, and how can businesses use it to their advantage? This guide reveals how an omnichannel retail strategy can bolster a brand’s awareness by meeting consumers where they are.

How does omnichannel retailing work?

While multichannel retailing brings products to consumers on e-commerce sites, omnichannel marketing brings a brand directly to the consumer, wherever they are. As the prefix “omni-” means “all,” omni channel retailing takes advantage of every possible channel available to help more consumers see a company’s offerings.²

When we say every, we mean every. Obviously, this results in a rather large scope for the types of retail marketing strategies that could be considered omnichannel. Some of the most evident and prolific, however, are seen in the integration of retail media ads into users’ online activities, including:

• A customer receiving targeted ads on a streaming service
• Products that users search for appearing on their social media feeds
• Prompting users to download a mobile app to enhance their experience of a service

These kinds of approaches are prime examples of the type of all-encompassing customer experience that omnichannel retailing aims to create. Every omnichannel retailer seeks to make it simple for consumers to engage with, learn about and purchase from their brand via as many platforms as possible.

In essence, effective omnichannel marketing strategies seamlessly integrate a brand and its products and services into the consumer’s life.³ Where other retail strategies maximize budgets and efforts in a few key channels, omnichannel approaches rely on a brand’s persistent presence in all spaces to drive sales.

Understanding omnichannel retailing with the Tetris Effect

One effective way to understand how omnichannel retailing works is to think of The Tetris Effect, a psychological and physical occurrence named after the arcade classic. Yes, the beloved retro video game has a physiological phenomenon associated with it, and it functions as such:⁴

1. An avid Tetris player spends hours staring at repetitive falling blocks as they practice their craft
2. They finally call it quits on video games for the day to rest their weary eyes and give their brain a break
3. When they close their eyes and attempt to sleep, the image of falling bricks phantoms across their inner eyelids

While this quirky, harmless and temporary occurrence is associated with Tetris, any repetitive image can cause the same effect on a viewer.

It’s simple enough to see where this is headed in relation to omnichannel retailing. A brand’s image haunting consumers as they drift off to sleep, however, isn’t necessarily the goal of most marketing strategies.

The real prize for companies is having omnichannel customers think about their brand—either consciously or subconsciously—when they’re not confronted with it directly. In marketing terms, this translates to:

• Brand recognition
• Brand familiarity
• Top-of-the-mind awareness

These coveted trophies of the advertising world have long been heralded as markers of successful branding and marketing campaigns—having an omnichannel retail strategy is simply a modern and effective way to seize them.

Omnichannel retailing in practice

Immersive marketing techniques aren’t necessarily new phenomena. Think of amusement parks themed after animation corporations, or sports titans with their logo on everything from the athletes’ shoes to the telecast watermark.

Some megabrands have long surrounded us with their image and offerings. But, in the digital age, marketing approaches have changed and smaller businesses can now get in on the game.

People are increasingly living digital lives, and online spaces are prime territory for companies to capitalize on connecting with omnichannel customers. Likewise, digital footprints make it easier than ever to track customer engagement—an essential component to personalizing a user’s experience with a brand.

Omnichannel retailing aims to advertise through multiple platforms, but different consumers use various platforms for commerce, communication and leisure. The average social media user has accounts on 6.6 platforms, so a single potential customer may use one or all of these on a given day:⁵

• Meta
• Twitter
• TikTok
• Instagram
• Various other social media apps
• Amazon
• Other online retailers
• Brick-and-mortar retail stores
• Communication apps such as Messenger and WhatsApp
• Email
• Text messaging
• Youtube
• Spotify
• Entertainment platforms such as Netflix, Hulu and others
• Other media hosting sites and streaming services

Nowadays, sites are becoming increasingly interconnected with integrated logins for Google and Meta. And, unless users are taking measured precautions to limit their trackability, their actions are becoming increasingly easy to follow across the multiple platforms they use—making it easier for brands to target a single user across several channels.

Creating user personas to facilitate omnichannel marketing

One potent omnichannel strategy for retailers is to create user personas to target consumers who are most likely to convert. Brands can start with first-party data of their existing customer base and assess the trends of ones who have converted, when and on which products.

User personas also allow a company to:³

• Get an idea of the types of sites and services their users frequent
• Understand the kinds of communication their audience is likely to respond to
• Determine what products their audience is interested in and how to advertise them

Once a business has an idea of a consumer’s sensibilities and how they spend their time, it can better cater an omnichannel experience for them.

How to meet consumers on their level

An omnichannel retailer should seek to meet consumers where they are—physically, emotionally and digitally. Hence, robust campaigns take full advantage of:

• Social media – Omnichannel retailing isn’t just about maintaining a presence on Twitter, TikTok, Instagram and every other possible platform; it’s about keeping a consistent omnichannel customer experience. A brand’s persona and the types of products a user sees should ring cohesive from app to app.
• SMS, email and other communication platforms – Messages that users perceive as spam can be annoying or off-putting. But an email containing a 20% off coupon for the exact item that the user is considering? That will lead to customer satisfaction and a more effective way to close a sale.
• Targeted advertising – Most people today recognize an ad for what it is, so they must be personalized to hold customer engagement. How does a business know what products a user wants to see? They’ve been tracking customer data consisting of what they’ve already purchased, the media they consume and their behavior in other channels.

Of course, digital spaces alone aren’t the only aspects of the omnichannel approach. An omnichannel strategy should also take into consideration:

• The brand’s presence in brick-and-mortar storefronts
• Traditional media, such as television, radio and magazines
• Out of Home (OOH) advertising, such as billboards or public transportation
• Tactics that combine digital and real-world, like guerilla marketing or pop-up shops

In these spaces, it’s not as easy to keep tabs on customers’ routines and cater to individual experiences. Still, there are ways to link a consumer’s real-world habits to their online presence, including:

• Asking for email addresses at physical checkouts to track a customer’s purchases and send them offers for similar items
• Selling digital tickets to keep tabs on who attends what events and provide them with information about upcoming in-person events.
• Distributing information and tickets for real-world events, such as pop-ups, through digital platforms or to shoppers that make frequent online purchases

These are a small sample of the ways in which marketers connect customers’ online personas to their real-world activities. Digital marketing is complex, and approaches are unique to specific brands and the consumers they wish to target.

Rather than devise their own omnichannel approach, many businesses turn to a digital marketing agency to help them develop omnichannel retail plans.

Power Digital helps cover all your omnichannel bases

If an omnichannel retailing strategy is the missing link to getting more customers through your door (whether digital or physical) but you’re not sure how to cover all your bases, Power Digital can help.

Power Digital is a leading growth marketing firm with the skills and experience to devise targeted omnichannel marketing strategies. From gathering customer data to developing targeted ads for high-converting users, we can cover every channel of your marketing plan.

If you want to energize your brand’s image and drive users from every channel, power your omnichannel retailing with Power Digital.

Sources:

1. Journal of Interactive Marketing. Crafting Integrated Multichannel Retailing Strategies. https://www.researchgate.net/
2. Amazon Ads. Multichannel vs. omnichannel: What is the difference?. https://advertising.amazon.com/
3. University of Pennsylvania, What Is Omnichannel Marketing?. https://online.wharton.upenn.edu/
4. American Association for the Advancement of Science. Even Amnesics Dream of Tetris. https://www.science.org/
5. The University of Maine. Social Media Statistics Details. https://umaine.edu/

The post What Is omnichannel retailing? appeared first on Power Digital Marketing.

1. Get Personal

When it comes to marketing your retail store in 2023, personalization will be key. You want to make sure that your customers feel like you understand their individual needs and wants. One great way to do this is to tailor your messaging to each existing customer. Use personalized emails, social media posts, or even tailored discount coupons to show customers that you care about them as individuals. 

As the retailer, you can also use data from past purchases to recommend new products and services to them. On top of that, consider offering special services such as customer loyalty programs to reward your most loyal customers. By going the extra mile and getting more personal, your customers will feel valued which is essential if you are hoping to stand out from the competition and create a recession-proof business. 

2. Think Local

These days consumers are becoming increasingly interested in supporting their local economy, so emphasizing your business’s commitment to the local community is a great way to stand out from the competition. Start by encouraging your customers to shop small and support their local businesses. You can also work with other local businesses to create retail partnerships that provide mutual benefits. 

To further build relationships with potential customers and increase brand awareness,  get involved with local organizations, such as schools and charities. Or consider hosting in-person events to engage with customers and get them excited about your product or service. By thinking local and engaging in community outreach, you can show that your business values its local customers and is dedicated to providing the best service possible.

3. Go Green

As consumer preferences evolve, shoppers are becoming more conscious of the environment and the products they purchase. Retailers should make efforts to meet customers’ demands for green, sustainable products and services. Consider replacing single-use plastic packaging with recycled or compostable materials, using environmentally friendly cleaning products, and reducing your energy consumption. You can also start offering more eco-friendly products in your store and create a marketing campaign to promote them. 

Educating customers about the environmental impact of their purchases can be another effective retail marketing strategy. For instance, you could provide information about the carbon footprint of certain items or how a product is made from recycled materials. Making these efforts to show that your retail brand is dedicated to sustainability will attract and keep environmentally conscious customers.

4. Support a Cause

Supporting a cause is one of the most effective ways to market your business and demonstrate a commitment to something bigger than yourself. By aligning yourself with a cause that is meaningful to your retail brand, your customers, and the local community, you can create an emotional connection that will drive customer loyalty and brand recognition.

Think about partnering with a nonprofit organization or charity that aligns with your values, and promote it through your physical store and website. Consider sponsoring a fundraiser, donating a percentage of sales from a specific product, or organizing a charity event. Not only will this help to raise money for the cause, but it will also generate positive attention and goodwill for your business.

Don’t forget to spread the word about your charitable efforts. Utilize social media marketing, email marketing, and other channels to communicate your message. If you have a retail TikTok platform, this is the perfect place to connect with your customers. These marketing channels will create more awareness around your cause and what your brand has to offer.

5. Offer Something Extra

In today’s highly competitive retail industry, it is essential for businesses to stand out from their competition. One of the best ways to do this is to offer something extra. This could include free samples, discounts, loyalty programs, or special promotions. 

One way to get creative with offering something extra is to offer a surprise. Surprise customers by including an unexpected product or service with their purchase. This could be something like an exclusive item, a gift card, or a coupon code. You could also offer a discount on a specific product or set of products. You could give customers the opportunity to upgrade their order by adding additional items at a discounted rate. Or you could run campaigns where customers can enter a giveaway and have a chance to win something special. 

Finally, consider offering exclusive access to events or experiences, such as private shopping hours, in-store tastings, product demonstrations, or virtual shopping experiences. This could help drive more retail sales and encourage customers to come back for more. The options are endless, but it is important, as the retailer, to think outside the box and offer things you know your target audience would value. 

By offering something extra, you will be able to attract more customers and build brand loyalty. This will help ensure that your retail business remains competitive and relevant in the years ahead.

6. Sponsor an Event

Sponsoring an event is an excellent way to get your retail business out into the community and get your name seen. It can be a great way to attract customers while also giving back to the local area. Whether it’s sponsoring a 5k race, a charity gala, or a local festival, your business can make a difference in your community and bring in more customers.

When sponsoring an event, make sure to leverage your participation for maximum exposure. Consider providing promotional items that attendees can use during the event and include your logo, website address, and any other relevant contact information. You can also offer discounts to participants or donate a portion of the proceeds from sales to the organization you’re sponsoring.

Your sponsorship should also extend beyond the event itself. Make sure to promote the event on all of your channels, including your social media and website, prior to and after the event. Consider using influencer marketing with micro-influencers who can promote your brand before, during, and after the event.

Sponsoring an event is a great way to show your support for the community while also gaining visibility and increasing retail sales. Keep these tips in mind when considering sponsoring an event in the future.

7. Have a Sale

Sale season is an integral part of the retail experience and a great way to drive business. Whether you’re launching a new product, clearing out old inventory, or just want to draw customers in, a sale can be a powerful tool to attract shoppers and boost revenue.

When it comes to sales, timing is key. Offering the right type of sale at the right time can help drive customer engagement and loyalty. Look at current industry trends and seasonal events to determine when your sale should be held. Make sure to promote the event before, during, and after it occurs to ensure maximum visibility.

If you’re hosting a sale, make sure you’re offering something valuable to shoppers. Think about discounts, buy-one-get-one offers, or even giveaways. You can also use the sale as an opportunity to push out new products or services. Whatever the case may be, make sure you are providing incentives that will entice shoppers.

Make sure your customers know about the sale beforehand by posting about it on social media channels, emailing existing customers, or advertising it through other traditional methods such as flyers and posters. Once the sale begins, you can use signage in-store to draw customers in and inform them about what’s being offered.

Sales can be a great way to attract new customers and show your existing ones that you appreciate their loyalty. With some careful planning and execution, you can make your sale a success!

Enhance Your Retail Marketing Strategy With Power Digital

Retailers are no strangers to marketing, but in order to keep up with the competition, retail businesses must stay ahead of the curve. In today’s digital age, that means employing a comprehensive digital marketing strategy. It’s not enough to just have a website and a few ads; customers demand more.

Power Digital is the perfect solution for retailers looking to enhance their digital presence. We are a full-service digital marketing agency that provides custom-tailored solutions for businesses of any size. Our suite of services includes content marketing, SEO, social media, affiliate marketing, email marketing, Amazon marketing, and more – all designed to help your business reach a larger audience and generate more revenue.

We understand that every retail business is unique, which is why we take the time to get to know our clients and tailor our services to their specific needs. We’ll work closely with you to come up with the best possible plan for your business.

By partnering with Power Digital, you can rest assured that your digital marketing strategy will be in the best hands possible. Contact us today for a free proposal and let us help you take your retail business to the next level. 

The post 7 Creative Retail Marketing Tips for 2023 appeared first on Power Digital Marketing.

In light of those challenges, which B2B marketing trends have appeared at the forefront of brands’ growth efforts in 2023? Emphasis on value, integration of new tech and continued investment in brand development have all taken hold in Q1, and all signs point toward these tactics’ continued dominance in Q2 and beyond.

This guide is designed to support brands with ambitious growth goals in 2023—whether they’re partnering with a digital marketing agency to supplement growth or developing their own strategies for reaching a new target audience. Let’s break down ten B2B marketing strategies that companies should consider throughout the rest of 2023.

#1 Marketing through an economic downturn

While the US still isn’t technically in a recession according to economists, brands should consider developing recession-specific marketing strategies in the event that 2023’s first quarter slump persists into Q2.²

For companies founded after the 2008 recession, developing marketing strategies during an economic downturn might seem like a risky proposition, However, data from the two most recent American recessions indicates that maintaining (or even enhancing) marketing efforts during a recession can produce long-term gains:³

• A study examining 600 brands during the 1980 to 1985 recession revealed that:
• Brands that maintained or slightly increased their marketing efforts were rewarded with significantly higher sales after economic recovery than companies that completely dashed their marketing budget.
• Businesses that opted for aggressive marketing tactics during the recession secured 256% higher sales in post-recession years than brands that stopped advertising altogether during the recession.
• An analysis of marketing trends surrounding the 2008 recession discovered that 60% of the brands that completely paused their marketing efforts saw a 24% decrease in brand use and a 28% decrease in brand image.

If you want to become a recession proof business, maintaining your B2B marketing strategy would be wise despite 2023’s relatively bleak economic predictions.

#2 Centering value in campaigns

As B2B purchasing teams become more heavily saturated with Millennials and Gen-Z, their processes for choosing vendors and service providers become more value-focused.¹ Current reports suggest that in 2023, purchasing teams want unique value propositions to be at the forefront of sales conversations.

So, a marketing campaign that centers value has already taken hold in 2023, and in light of recession-era conservative spending trends, this focus may continue in B2B advertising in Q2 and Q3.

Brands looking to showcase value in their advertising efforts might consider:

• Emphasizing the value of their services by calculating how much their existing customers stand to earn or save when they purchase a product or service.
• Developing a pricing model that highlights customers’ value in relation to cost (like a tiered pricing strategy).
• Creating and publishing case studies that demonstrate how their existing customers have saved or earned after purchasing a product or service.

#3 Staying educated about new technology

B2B companies will continue to encounter new marketing technologies throughout 2023. Whether brands choose to adopt them into their practices is entirely up to them, but understanding what each B2B marketing trend isand how it stands to change the current ways of things is essential.

For example, recent technological advances in marketing may:

• Leverage AI for increased content volume and production efficiency
• Demand increased diversification of digital assets designed for specific platforms
• Affirm the need for human intelligence and collaboration in marketing conversations

Simply put, today’s brands should maintain eye contact with emerging technologies to develop marketing strategies that are as impactful and cost-effective as possible. Let’s dive deeper into the technological demands for a marketing campaign in 2023.

#4 Diversifying platforms and content

As newer social media platforms (like TikTok) continue to grow, brands must evolve their B2B content marketing to keep up. But that doesn’t mean making content for every possible platform. In 2023, social media users are paying particular attention to marketing efforts that embrace the varying contexts of different platforms to create content that resonates with users.

To demonstrate what users are looking for when they turn to social media in 2023, let’s compare two popular social media marketing platforms: Instagram and TikTok.

• Instagram users are increasingly engaged with content posted on Stories. In fact, 62% of users are more interested in a B2B business after engaging with its Stories content on the platform.⁴
• TikTok users are primarily using the platform for a daily dose of joy or community-building. As such, they expect a B2B brand on the platform to produce advertising material that serves these primary functions.⁵

In 2023, content diversification doesn’t just describe developing a presence on every social media platform. It also means that brands must develop the kind of content that users are looking for on a specific platform.

#5 Combining AI and human intelligence for marketing analytics

While social media platforms are expanding, so are the tools marketers can use to create digital marketing strategies. In 2023, highly effective digital marketing strategy software combines two powerful tactics to build optimized campaigns:

1. AI-enabled analytics and reporting
2. Human expertise

At this stage of the game, it’s unlikely that professional marketers in 2023 are developing strategies without some help from AI.⁶ But since AI tools for marketing aren’t perfect, brands that want to optimize their efforts without sacrificing the inherently human elements of marketing are still leaning on professional, human expertise. That might look like:

• Using AI to compile data but relying on human data analysis
• Compiling AI-generated marketing reports that strategists use to tweak campaigns
• Brainstorming content ideas using AI tools but vetting them with human focus groups

#6 Integrating AI content with care

The critical balance between human and AI tools applies to both your B2B marketing strategy and your B2B content creation in 2023. Consider an AI that’s been experiencing a meteoric rise over the last twelve months with the rise of AI-powered content generators.

While using verbatim written content produced by these generators can trigger everything from plagiarism detectors to Google spam filters, marketers can choose to use a combination of AI and human content generation without sacrificing integrity.⁷

#7 Investing in brand-building

Perhaps drawing inspiration from campaigns during the 2008 recession, B2B companies have emphasized continued brand-building in 2023—developing customer loyalty by investing in:

• Credible brand voices
• Brand personas that consumers can easily identify with
• Product and brand awareness throughout the market

It’s important to note that brand-building efforts in 2023 are primarily centered around authenticity and creativity—characteristics that attract customers and drive organic growth.⁸

#8 Emphasizing demand generation over lead generation

One organic marketing effort that’s continuing to play a role in 2023 B2B marketing strategies is an emphasis on demand generation over lead generation.⁹

• Demand generation describes tactics that get consumers excited about a product or service, while
• Lead generation involves collecting information from high-intent potential customers for vetting, targeting marketing efforts and other follow-up tactics

While focusing on demand generation might not sound like a brand-building effort at first, tactics that develop buzz about a business could increase consumers’ association between that business and a marketing trend—and ultimately increase a company’s brand awareness along the way.

#9 Educating the audience

During the marketing campaign, B2B brands must overcome a significant hurdle: explaining complex services to consumers.

In 2023, marketers are tackling that issue before it becomes relevant in sales conversations by educating the market on the functions of their products or service before the sales process even begins.

By educating their audiences, brands can accomplish two major tasks:

• Increasing product or service awareness – Similar to demand generation, consumer education efforts try to make consumers aware of the usefulness of or the need for a product or service—whether potential customers know they need it or not.
• Streamlining the sales process – When brands run informational campaigns, they create informed customer bases that already know what they’re looking for in a product or service. When customers already know what their ideal offer looks like, businesses can create sales pitches that highlight the unique value propositions that align with these perceived needs.

But brands should keep in mind that a credible voice is critical to developing consumer trust during an informational campaign. Businesses can enhance their credibility by:

• Citing reliable sources when appropriate
• Collaborating with thought leaders and industry experts while creating content
• Being as transparent as possible about their education efforts (I.e., making sources, reports and expert testimonies available when consumers want to learn more)

Embrace value, tech and branding in 2023 growth marketing

B2B marketing trends in 2023 primarily center value, leverage tech for growth and emphasize continued brand development—tactics that all stand to help companies grow despite the looming threat of economic downturn.

Pursuing growth objectives during a recession can be challenging, but brands investing in continued development deserve strategic partners with the expertise to support their ambitious goals.

Enter Power Digital: We’re a tech-enabled growth firm with the AI tools and human expertise to unlock your business’s full potential in 2023. Brands that work with us for at least six months grow their revenue by an average of 71% year over year—more than two times faster than standard market rates.

Our full-funnel digital marketing services are designed to help you reach your target audience, bridge the gaps in your current strategy and connect with future loyal customers. If you’re ready to discover what your B2B brand can be, reach out to Power Digital today.

Sources:

1. Forbes. 2023 Will Be the Year of Business Enablement in Sales. https://www.forbes.com/sites/forbesbusinesscouncil/2023/01/20/2023-will-be-the-year-of-business-enablement-for-b2b-sales/?sh=227a72eb7a16
2. NerdWallet. Are We in a Recession?. https://www.nerdwallet.com/article/finance/are-we-in-a-recession
3. VentureBeat. Why You Shouldn’t Cut Back on Marketing During a Recession. https://venturebeat.com/business/why-you-shouldnt-cut-back-on-marketing-during-a-recession/
4. DemandSage. 71+ Instagram Statistics for Marketers in 2023. https://www.demandsage.com/instagram-statistics/
5. TikTok. What’s Next 2023 Trend Report. https://newsroom.tiktok.com/en-us/whats-next-2023-trend-report
6. Forbes. Artificial Intelligence and The Future of Marketing. https://www.forbes.com/sites/bernardmarr/2022/09/09/artificial-intelligence-and-the-future-of-marketing/?sh=26adb415697f
7. Search Engine Journal. ChatGPT for Content and SEO?. https://www.searchenginejournal.com/chatgpt-for-content-and-seo/473823/
8. LinkedIn. Importance of Brand Building in 2023. https://www.linkedin.com/news/story/importance-of-brand-building-in-2023-5100001/
9. LinkedIn. Demand Generation vs. Lead Generation (and How to Optimize Both for B2B Marketing). https://www.linkedin.com/business/marketing/blog/lead-generation/demand-generation-vs-lead-generation-for-b2b-marketing

The post 9 B2B marketing trends for 2023 appeared first on Power Digital Marketing.

With such a high volume of users, content, and creators, how do companies jumping into TikTok ensure their message isn’t drowned out by the noise?

“There’s always a risk of oversaturation, but there are other avenues for advertising on TikTok aside from just paid ads,” says Rob Jewell, Chief Growth Officer of Power Digital. “We advise brands to focus marketing efforts through a holistic lens—to take an integrated approach.”

But what does an integrated approach look like on such a competitive feed? Pairing shoppable paid ads with a strategy propelled by the people who made TikTok the megalith it’s become: the Creators themselves.

Why Are Brands Partnering with TikTok Influencers?

With tried-and-true channels like Instagram, YouTube, and Facebook on hand, why do brands need to be on TikTok in the first place?

One word: engagement.

TikTok touts an active user base of 1 billion users—and they’re a dynamic, rather than static, audience. The app boasts the most robust engagement rates per post of any social platform in the media ecosystem, extending to “mega-” and “micro-influencers” alike. 

TikTok has given brands an unheard-of opportunity not just to generate and reach leads, says Jewell, “TikTok as an engine really necessitates and demands daily content.” And Creators have the skills and following necessary to manufacture that prolific, on-trend material.

From Influencers to Creators: What TikTokers Bring to the Strategy Table

When a company joins TikTok, its top priority should be to provide a consistent content output. 

There are three main reasons why Tik Tok Content Creators can get the job done:

• Versatility – Creators are a multi-hyphenate talent pool: they write, direct, act, film, and edit their own content. Not only is their skill set diverse, but TikTok’s all-in-one content stream attracts users across audience segments, widening the net of potential leads and converts. 

What’s more, TikTok’s design lends itself to content that’s intrinsically versatile: branded content arrives in the same flow as homemade products, so that viewers are both entertained and invited deeper into the funnel with a simple hashtag: #Ad. 

• Agility – Successful Creators need to have their finger on digital culture’s pulse—and TikTok’s beats faster than any other online platform. Virality is built into its mechanics. Not only are Creators wise to trends as they emerge, but they’re nimble enough to produce content apace with TikTok’s breakneck cadence.
• Genuine interest in brand partnerships – While being an independent Creator comes with creative autonomy, Tiktok creator jobs can be economically precarious. Brand deals for Tik Tokers are a win-win—while Creators have the opportunity to secure a stable, guaranteed income, companies can streamline production costs and plug directly into their desired audience.

What Kind of Creators Are In-Demand Right Now?

When users download the TikTok app, they’re prompted to select the content categories (from “Babies” to “Crossfit”) they most want to see. But self-reported interests change shape over time—TikTok’s algorithm builds as it’s used, delivering content based on in-app (and off-app) user behavior.

“TikTok is changing the search game for brand awareness, engagement, and sales enablement, bringing users and marketers an experience at the intersection of other platforms,” explains Jewell. It’s a mix of “YouTube’s core video business, Instagram’s feed functionality, and Google’s deep search capabilities.” This hybrid structure not only gives brands an advertising advantage—versatility—but it answers what users crave most: novelty and diversity. 

In 2020, these were the platform’s top 10 categories:

1. Entertainment and culture
2. Dance
3. Pranks and gags
4. Sports and fitness
5. Home improvement and DIY
6. Beauty and skincare
7. Fashion
8. Cooking, baking, and recipes
9. “Life hacks” and advice
10.  Cute animals

Despite the apparent discreteness of these categories, TikTok’s design makes ample room for crossover. The same viral song can serve as a soundtrack to a pottery tutorial or a funny video, and current trends (e.g. “Glow-Ups” and “Documenting a day in the life) are generic enough to let brands hop aboard, no matter their industry.

TikTok trends vary from week to week—which is why it’s so advantageous to partner with Creators who are already plugged into the online zeitgeist. 

How To Contact TikTok Influencers for Branded Content

Today, TikTok is poised to join the league of content stream apps propelled by an advertising business model. There are several ways companies can tap into the channel: 

• TikTok Resources – This year, TikTok put its Creative Agency Partnerships (CAP) University program in motion, which teaches creative teams how to take advantage of the app and hire a TikTok influencer who’s already producing relevant content.
• TikTok Agencies – Many Creators now work with marketing partners that specialize in the platform to serve as representatives, and they broker brand partnerships.

But learning how to hire influencers and establish long-standing, adaptable, and on-point partnerships from scratch can be difficult—particularly as TikTok agencies aren’t trained in multi-pronged marketing strategies.

Taking a holistic approach means partnering with a marketing firm that’s both plugged into TikTok influencers and dexterous in a robust set of marketing strategies that tick (pardon the pun) in tandem:

• Organic content creation
• Paid ads
• Community management and engagement 
• Influencer relations  

As TikTok continues to grow and become more shoppable, we predict search capability and SEO will become an increasingly important feature for putting users in front of content they want to see. And as the app matures, so do its class of Creators—which is why it’s vital for brands to partner with marketing agencies that understand a broader ecosystem of strategies and can translate between all three key players: the brands, the creatives, and users themselves.

How to Hire A TikTok Influencer for the Long Haul

Any brand hoping to establish partnerships with TikTok creators need a cohesive marketing team to discover trustworthy prospects, broker deals, and assess the success of those contracts.

In our experience, executing a successful TikTok marketing strategy includes:

• Building a strategic marketing plan informed by SEO tactics, and partnering with marketers who can help you identify which keywords you want to own
• Electing the right influencer partners who can use predetermined keywords, hashtags, captions, viral music, etc. to tap into your desired audience(s)
• Diversifying and honing your content strategy to include YouTube shorts, IG Reels, paid ads, web, email marketing, etc.
• Taking advantage of one of TikTok’s newest roll-outs: its ad management platform

What makes TikTok a uniquely hospitable digital space is its simultaneous breadth and opportunity for specificity—and that’s true for Creators and brands alike. But to find your unique niche, widen your reach, and establish even deeper connections with your audience through Creator partnerships, you need a data-driven marketing partner to execute with. 

Ready to explore TikTok for your brand? Reach out to us here 

Sources: 

Influencer Marketing Hub. TikTok Statistics – 63 TikTok Stats You Need to Know [2022 Update]. https://influencermarketinghub.com/tiktok-stats/

HootSuite. 14 of the Most Important TikTok Trends to Watch in 2022. https://blog.hootsuite.com/tiktok-trends/

Later. The Top TikTok Trends to Try This Week. https://later.com/blog/tiktok-trends/

The New York Times. That Fun TikTok Video? It’s Actually an Ad. https://www.nytimes.com/2021/12/21/business/tiktok-ads.html

TechCrunch. TikTok launches new program to help creative agencies reach its audience. https://techcrunch.com/2022/04/06/tiktok-program-help-creative-agencies-reach-audience/

The post TikTokers, Take The Wheel: Why Brands are Hiring Creators to Drive Their Digital Content appeared first on Power Digital Marketing.

Mark Spera is a digital marketer from San Diego. He loves nerding out on new tech, eating pizza, and he’s the founder of Growth Marketing Pro and GrowthBar. 

The 7 Biggest SEO Trends for the Year 2022

The search engine optimization (SEO) world is always changing, and 2022 is already shaping up to be an exciting year for the industry. 2021 saw numerous large Google algorithm updates, including the Core Web Vitals Update and the Page Experience Update, and there are more coming up in 2022. 

Understanding SEO trends is vital to digital marketing. The search engine optimization trends of 2022 focus on accessibility, mobile-friendliness, machine learning, and overall great experiences on Google Search.

SEO Trends of 2022

Follow along for 7 SEO tips and trends for 2022:

1. Site usability metrics will matter more

Google is prioritizing site performance that creates the best user experience, evidenced by their 2021 Page Experience update. They’ve shown they’re not afraid to penalize sites that don’t meet the certain speed and UI/UX metrics (Core Web Vitals), or those with poor accessibility.

One way or another, almost everything having to do with on-page search engine optimization involves UX and UI. You can have the best content in the world, but if users can’t ingest it because of a poor web experience, it just doesn’t matter. 

What site capabilities should you prioritize for SEO in 2022 for a better user experience?

• • Site Speed: If your site takes longer than 5 seconds to load, you can lose 40% of your traffic. Site speed is an important part of any good web experience, and the right UI design elements and technical SEO can keep it quick. 
  • Accessibility: The WCAG (Web Content Accessibility Guideline) is an internationally recognized set of guidelines for digital accessibility that are managed by the W3C, the international web standards group. Broken down into perceivability, operability, understandability, and robustness, your site organization and usage must be accessible to all users.
  • Mobile readiness: The majority of users access Google search from a mobile device. As a result, Google now uses mobile-first indexing when indexing and ranking a page. This means it’s essential to check your site loads correctly on mobile and is easy for mobile users to read and navigate. Mobile friendliness is part of many of these 2022 SEO trends. 
• Interstitial Experience: Interstitials (like pop-ups, ads, etc.) must not reduce the accessibility of the page or appear in an intrusive manner. Especially when using mobile devices. I’ve seen these popups be increasingly penalized by Google.. 

2. Content generation with AI machine learning algorithms

Artificial intelligence is changing the landscape of almost every industry, and SEO is no different. With machine learning, AI technologies can intake huge quantities of data at higher speeds than possible for humans, analyze the information, and then use it to automate a variety of marketing tasks. From chatbots to data analysis to content generation, using AI (like GPT-3) in marketing will be one top SEO strategies in 2022 and beyond. 

Content generators like GrowthBar and Copy AI took off in 2021. Both tools are built atop OpenAI’s GPT-3, which is a natural language model that creates human-like written content based on inputs and algorithms—in the form of a blog post, article title, short description, social media caption, or more.  

Helping save time and money, as well as beating writer’s block and providing fresh ideas, AI-supported content generators are changing the SEO game. 

These tools will be a huge boon to digital marketers everywhere. Data-driven software tools specializing in content generation and SEO will continue to increase in popularity in 2022.

3. The continued importance of backlinks

The 2020 election and Covid-19 forever changed the way we consume information – and sometimes misinformation. To continue winning the trust of searchers, Google will place more and more value on backlink equity for SEO rankings. Link equity is the value a site provides by linking to your site, impacted by domain authority, current Google rankings, and other metrics. 

Therefore, building (valuable) backlinks is fundamental to any good SEO strategy. They’re one of the best ways for Google to understand that your website is trustworthy enough to send searchers to via higher rankings.

Backlinks have always been one of the strongest ranking factors for SEO. A link pointing to your site from another site can greatly impact where that page or your site ranks in the search results, with the best links being from sites that are in the same space or niche as you that have a higher DA. When a site like that chooses to link to a piece of your content, it’s sending a signal to Google that your content is worth being recommended.

So though the importance of backlinks has been debated over the years, strong backlinks to your site is a 2022 SEO trend you’ll want to follow. 

4. Semantic search opportunities 

This phrase is oft-used and rarely explained well. Semantic search is intent and contextual meaning-based search connected to Machine Learning. It uses past data and then trial and error to improve the search experience to make it easier for them to find what they’re looking for.

Google is a business, and its job is to make it as painless as possible to get answers to queries, so that consumers keep coming back to using Google. And on your end, you want it to be as seamless to find and use your site, so consumers go back there as well.

For example, let’s say you’ve read the last three books in the Dune series. Perhaps you purchased them online, left a review somewhere, or looked up information about them. Now you’re looking up “good book ideas vacation.” Now a good book to you will most likely be very different than for someone else, but using semantic search, you wouldn’t be surprised to see the next Dune book pop up first on that list, as well as some other popular science fiction novels. 

For every site that pops up, they should actually be selling Dune books, and purchasing and shipping this book to the searcher should be as easy as possible. Semantic search is all about taking the work away from the searcher and putting it in the backend. 

For SEO professionals, the rise of semantic search means two things:

1. Secondary keywords matter a lot. Since Google can understand the intent of searches and articles, the keywords you surround your primary keyword with is important. So instead of solely optimizing for the one or two key phrases, make sure to cover various ways that searchers think and write about a topic. And think about it with voice search in mind. As more consumers become mobile-first, more consumers become voice searchers. So for this post, are people speaking into their phone:“Biggest SEO Trends for the Year 2022,” or “How is SEO changing in 2022,” or “What do I need to know about SEO for 2022,” etc. 
2. And of course, provide accurate information answering the entirety of these questions. Your content needs to answer the Googler’s primary question and every other question they may have about a topic. This not only helps with number one, but also provides a better experience for searchers and keeps them on your page longer. Longer posts have long been ranking better on Google, and this is partly why. You can try adding FAQs to your posts if you can’t find an organic way to include important topic questions.

By keeping these two in mind, you’re helping answer the search query thoroughly and creating quality content.

5. Google will expand SERP features and the Knowledge Graph

Many times, you don’t even have to click into a search result to get the information you’re looking for. Lyrics, flight information, local businesses and so many other searches start and end in the Google search engine results page (Google SERP) through Google’s featured snippets.

Google’s Knowledge Graph and Passage Ranking uses algorithms to provide the relevant information for you based on user data. Google’s goal is to help searchers find the information they’re looking for while providing the least amount of content, as well as the opportunity to “go deeper and broader” into their searches.  

While this can be great for searchers, businesses working on lead generation won’t love the reduced number of users coming to their sites.

What to do about this? Titles, headings, URLS, and quality content are all going to be very important to improve CTR when searchers can find what they’re looking for without any clicking at all. And if you don’t think your entire post will rank, try to get a passage ranked right at the top of the SERP. 

6. YouTube & Video Optimization 

The number of channels that earn $10,000+ per year grew by 50% last year. More and more of the Google search engine results page (SERP) is being taken by video, and I’m sure you’ve noticed companies using YouTube, TikTok, Instagram videos, and more to improve consumer engagement and attract new customers. 

So if creating optimized video content isn’t part of your SEO strategy yet, you should take action on this in 2022. In addition to using keywords within the title, URL, and description of your video, there are a couple of new ways to add rich information to YouTube videos and increase their value. I like these three:

• Clip markup: Clip markup enables you to highlight key points of your video so that users can hop straight to those parts. Basically, you can tell Google exactly what timestamp and label you want to use for your featured moments, and these pop up on Google search to help provide an overview of what your topic covers. You can do this with code, or use YouTube which does it automatically for you. 
• Seek markup: Seek markup tells Google how your URL structure works. This information is critical because it allows Google to display the key moments of your video automatically, instead of doing it yourself, like with Clip markup. 
• Closed captioning: Closed captioning for YouTube videos enables you to make videos more accessible across languages and for people with hearing disabilities. 

7. EAT Always

Though this 2022 SEO trend isn’t necessarily new, EAT is fundamental to all parts of search engine optimization. 

In order to have a good user experience, create great SEO content, build up your backlinks to meet the ranking factor, and end up on the Google SERP-your content must have EAT: expertise, authority, and trust. The more of an expert on a topic you are, the greater authority you have on it, and the more Google and searchers can trust you. And then the more trusted you are, the more backlinks you get, the higher in the rankings you go, and the more authority you’ll have, etc. All three elements create a feedback loop of higher-or lower-rankings so it’s vital to prioritize all of them.

There has been an increased focus on E-A-T as a ranking factor for Google according to the Quality Rater Guidelines, and this will be no different in 2022.

Conclusion

When it comes to the latest SEO trends and strategies, it’s important to stay up to date for with Google’s algorithm changes each year.

Though these updates and tips and tricks might seem complicated, SEO really just comes down to something all businesses should be prioritizing anyway: providing helpful, accurate, interesting information to the people that are looking for it. And that’s a trend that will never go away. 

The post The 7 Biggest SEO Trends for the Year 2022 appeared first on Power Digital Marketing.

There’s a lot more to CTV viewership and trends than simply knowing you’re part of the in-crowd, however. In fact, the latest patterns in TV households across the country have reshaped the way companies look at their marketing strategy. 

Ready to tap into the potential of connected TV advertising for your omnichannel marketing strategy?

First, some background.

CTV Defined

Put simply, connected TVs are a cable alternative that allows you to stream digital video content on your household TV. Whether it’s built directly into your smart TV or connected via a separate apparatus, such as a Roku box or game console, all a CTV needs to stream the newest episode of Big Little Lies is a high-speed internet connection. 

Connected TVs are practically everywhere. In fact, the Leichtman Research Group reports that over 80% of households own one (or more) CTV device. Maybe you’ve owned one since their genesis, or perhaps you’ve had one right under your nose at home without even realizing it. 

Whatever the case may be, here’s a quick look at some of the most common CTV devices:

• Apple TV
• Roku
• PlayStation
• Xbox
• Amazon Fire
• Chromecast

CTV vs. OTT

Another term you’ll want to familiarize yourself with? OTTs, also known as over-the-top media services. They’re often closely linked to CTTs but the two terms cannot be used interchangeably. 

The primary difference? OTTs can be streamed in several different locations including smartphones, tablets, laptops, smart TVs, game consoles, and PCs—essentially, anywhere with a qualifying internet connection. 

CTVs, on the other hand, must be connected to a television set.

Some of the most popular OTT streaming platforms on the market include: 

• Netflix
• Hulu
• Disney+
• HBO Now
• Amazon Prime Video

Types of CTV Ads

On a personal level, CTVs are the source of endless hours of at-home entertainment. From a business perspective, they’re an advertising tool you may want to consider incorporating into your omnichannel marketing strategy. 

First, let’s take a look at how they appear on a connected TV device versus a traditional cable or satellite connection. 

Advertising for connected TVs can take these three primary forms: 

• In-stream video ads – These often unskippable ads can be played before, during, or after the video content on a CTV is streamed. They tend to range from 15-30 seconds long. 
• Home screen ads – Before tuning into a film or show, CTV users will peruse the home screen menu to make their pick. Home screen ads are displayed here. 
• Interactive ads – These ads may appear while video content is streaming but will also include some sort of interactive element. This gives viewers the option to engage with the advertisement by clicking through to a website or landing page. 

If you’re considering optimizing your company’s reach with a connected TV marketing strategy, take a closer look below at the numbers surrounding CTV trends in order to decide how best to shape your approach.  

CTV Viewership: A Closer Look at the Data

CTV viewership is on the rise and is expected to continue on an upward trend moving forward. But you’ll need to get more specific than that if you really want to understand how to capitalize on this particular marketing channel. 

In terms of the viewership, here’s what you need to know:

• A 2020 survey revealed that nearly half of the American polls used a CTV on a weekly basis.
• The age bracket with the highest CTV viewership was between 18 and 34 years old, as reported during the third quarter of 2020.
• The number of households in the United States using connected TV devices is projected to reach 113 million by 2024, up from 105 million in 2020.

The numbers here reflect both the popularity of CTV usage and the audience amongst which it is most commonly used. This valuable information can supply marketers with the knowledge they need in order to target their desired demographic. It also gives them the confidence to invest ad dollars into a trend with an undeniably promising future.  

Because of the increase in CTV viewership, advertising patterns are already starting to show signs of a shifting paradigm. Consider the following statistics that showcase the market response to the evolving trends. 

• 35% of media buyers plan to elevate their ad spending in 2021 on connected TV.
• Over half of video advertising budgets will be spent on digital video (CTV or OTT) rather than linear TV (cable or satellite). 
• Nearly three-quarters of media buyers have already made the shift in their budget to accommodate for CTV advertising, rather than broadcast TV, for 2021.  
• Over 80% of media buyers surveyed in the United States cited targeting and efficiency as the driving force behind switching from traditional, linear TV ads to OTT and CTV ads in 2021.
• Down from the previous year, spending on linear TV advertising decreased by 14%.
• Spending on CTV advertising in the United States is projected to grow to 27.5 billion dollars by 2025.

Translation? CTV advertising doesn’t appear to be going anywhere but up in the near future. Some media buyers may have predicted this pattern before it even started while others are just now hurrying to get on board. 

Benefits of CTV Advertising

Based on the numbers alone, you’ve probably guessed that connected TV advertising could have the power to elevate your marketing potential. Let’s take a closer look at the primary benefits marketers can expect from this on-the-rise trend:

• Access to new audiences – Marketing strategists can optimize their campaigns by tailoring ads for certain channels. Companies interested in reaching a younger demographic, for example, may see that their advertisements yield a higher return if displayed on a CTV rather than on a traditional linear TV. 
• Improve audience insight – Another key to marketing success is having a better understanding of not just who your audience is but how they behave. The more you know about them, the more precisely you can customize their ad experience. You can find out more about who is already interested in your brand and opt for a retargeting campaign. Or you can adjust your ads according to location, language, and high-activity times of the day. The major perk? Precise audience segmentation and more efficient spending. 
• Higher ad completion rates – Why invest precious ad dollars into advertisements that may go entirely unseen, right? Well, perhaps one of the most compelling reasons to invest in connected TV advertising is its incredibly high video completion rate. In fact, a report showed that, in 2020, 95% of CTV ads were watched until the very end. The reason behind such a percentage? The appealing unskippable feature of most CTV advertisements. 
• Valuable metrics – CTVs are able to combine data gathered from user IP addresses and watching history to find out more about each individual viewer rather than a larger, more generalized group. By tapping into some of the data-tracking features available with CTVs, marketers can glean specific insights regarding how many users visited your website, made a purchase, or even visited your brick-and-mortar location after watching a CTV ad. 

Ride The CTV Trend With Power Digital Marketing

Connected TVs are more than just an effective, affordable device used to keep you, your family, and your friends entertained. When used properly, it’s a marketing channel that can build your brand awareness, target the right audience, and increase your campaign conversion rates. 

It’s time to change the channel from broadcast to connected TV. Tune into expert advice at Power Digital to better inform your next steps and to help you make the right moves as you ride the wave of this new advertising trend. Read our guides on ‘Cord nevers’ and ‘What are cord cutters’ for more information on CTV.

CTV viewership is on the rise. Take your marketing potential along with it. Elevate your strategy with our digital marketing services today. 

Sources: 

1. The National Interest. 80 Percent of U.S. Households Have At Least One Smart TV (Or Smart Something).  https://nationalinterest.org/blog/techland/80-percent-us-households-have-least-one-smart-tv-or-smart-something-187418
2. Statista. Share of viewers watching television via connected TV boxes on a weekly basis in the United States from 4th quarter of 2018 to 4th quarter of 2020.  https://www.statista.com/statistics/720015/tv-connected-device-reach/
3. Statista. Daily time spent using connected TV devices in the United States in 3rd quarter 2020, by age group.  https://www.statista.com/statistics/694336/tv-connected-devices-time-spent/
4. Statista. Number of connected TV households in the United States from 2017 to 2024.  https://www.statista.com/statistics/304853/number-of-connected-tv-users-usa/
5. Statista. Reasons for shifting media budgets from linear TV to over-the-top (OTT) and/or connected TV (CTV) in the United States in 2021.  https://www.statista.com/statistics/1227156/reasons-shift-media-budget-ott-ctv-usa/
6. Statista. Connected TV (CTV) advertising completion rates in North America from 2015 to 2020.  https://www.statista.com/statistics/1240046/ctv-ad-completion-rates/
7. Forbes. Connected TV Advertising 2021: Prospects And Promises. https://www.forbes.com/sites/howardhomonoff/2021/05/10/digital-video-advertising-2021-prospects-and-promises/?sh=401024413d5d
8. TV Tech. OTT Advertising to Double by 2025, BIA Says.  https://www.tvtechnology.com/news/ott-advertising-to-double-by-2025-bia-says
9. Statista. Connected TV advertising spending in the United States from 2019 to 2025.  https://www.statista.com/statistics/1048897/connected-tv-ad-spend-usa/

The post CTV Viewership and Trends appeared first on Power Digital Marketing.

What are cord cutters? Cord cutters are TV viewers who have ditched their traditional cable TV provider often in favor of relying on TV streaming services. And they’re growing in number. In fact, a 2021 Forbes report shares that the total number of cord cutters has (drumroll, please) tripled in just seven short years. 

With an estimated 50.4 million¹ cord cutters making waves across the country, it raises the question as to why. This blog will dive deep into the motivating factors behind this decision as well as what this means for marketers who are suddenly having to revamp the way they reach their audience. 

Cord Cutting: The Cable Alternative

While cord cutters are certainly dismantling the TV business as we know it, they aren’t the only ones having a hand in the action. There are a couple of other categories of people who are opting out in their own way, causing cable and satellite subscriptions to plummet even further. 

The cord cutting comrades? Cord trimmers and cord nevers. 

• Cord trimmers – Instead of severing ties entirely, cord trimmers are in favor of minimizing their cable or satellite expenses each month by scaling back on channels and services they don’t need or want. Cord trimmers may simply be opting for a reduced channel list or are cutting back on expenses while also adding a streaming service alongside their reduced cable subscription.
  
• Cord nevers – This anti-cable community accounts for a whopping 31 million Americans who have never had a cable or satellite subscription before.² Not surprisingly, this trend can be observed mostly amongst younger generations. 90% of Americans between the ages of 25 and 34 use a digital streaming service instead of a traditional cable TV package. 

Whether they’re patching the hole in their wallets or enjoying the convenience of streaming their favorite TV shows 24/7, there are a number of benefits associated with cord-cutting that the American TV-viewing population is taking advantage of. Read on to catch the specifics. 

Benefits of Cord Cutting 

What’s the root cause behind the cable boycott? It’s hard to put a finger on just one particular benefit since there are many reasons why cord cutters, cord trimmers, and cord nevers are moving away from traditional TV viewing. 

Here’s a breakdown of what could be some of the primary factors contributing to this trend:

• Cost efficiency – Perhaps one of the most appealing factors motivating cord-cutters to bid farewell to their cable or satellite subscriptions is the financial savings that come along with it. Depending on the provider and the number of channels, the average cable bill can range anywhere from $45 to $130 each month.³
  
  The cost per month for a streaming TV service will also vary depending on the package selected but could cost as little as $4.99 per month (Apple TV+) or as much as $15.99 per month for the premium tier at Netflix.⁴ Whether you’re a math whiz or not, it’s obvious to see how much money you could potentially put back in your pocket by opting for a streaming service instead. 
• Multi-way streaming – Another benefit of streaming services for multi-person households is the ability to access shows and movies from a variety of different devices. This allows everyone in your home to tune into their favorite channels without having to fight over who gets control of the remote at a certain time. Plus, downloadable series and movies allow for on-the-go entertainment whenever you’re away from your home or unable to connect to WiFi. 
• Diverse range of services – For cord cutters, having access to hundreds of channels through cable is just not as alluring as having access to just favorite shows at the touch of a button. That’s why they’re likely to find the diverse range of streaming services to be an ideal replacement for broadcast TV. Instead of overpaying for channels they hardly ever use, cord-cutters can handpick their favorites from a variety of options including Netflix, Hulu, Disney+, to name a few.
  
  What’s more, the algorithms behind several streaming services offer a degree of customization that some users may find attractive. By tailoring the menu to match viewing behavior and trends, users can spend less time browsing and more time connecting with shows and films recommended for particular tastes. 
• Local access – There may be some hesitance amongst TV viewers to drop cable and satellite subscriptions entirely because they worry about losing access to local channels and live sports. Fortunately for cord-cutters, some services such as Hulu + Live TV offer a bundle, including channels like ABC, CBS, ESPN, and FOX, making it easier to make the switch without sacrificing access to TV you love. 

What Cord Cutting Means for Marketing

Aside from offering TV viewers lower monthly bills and more convenient binge-watching, the cord-cutting is also responsible for some big changes in the world of marketing and advertising. 

With fewer people tuning into cable and satellite TV, advertisers are having to find new and more efficient ways of reaching their target audience via streaming services instead. 

The answer? OTT and CTV advertising. 

• OTT, or over-the-top streaming, is the digital video content that viewers with internet access can tap into from a number of different devices. You’re likely familiar with services like Netflix, Hulu, or Amazon Prime Video but you may not have realized that they fall under the category of OTT media. 
• CTV, or connected TV, is similar to OTT streaming but often relies upon a special device in order to display video content if your TV does not already have built-in capabilities. Common CTV devices include Roku, Chromecast, Amazon Fire TV, Apple TV, and game consoles like Xbox and PlayStation. 

Instead of displaying ads during a traditional TV broadcast, media buyers are having to take advantage of opportunities such as in-stream ads, interactive mid-stream ads, and home screen placement ads to display their brand’s message.  

How to Capitalize on Cord-Cutting Trends

Although digital marketing strategists have been forced to adapt on a dime to a new channel of advertising, they may find it to be more effective than linear TV advertising. 

Here’s how marketers are taking advantage of OTT and CTV advertising. 

• Target a new and more specific audience – Brands hoping to capitalize on OTT and CTV advertising trends may use them as an avenue through which to reach a newer, younger audience. As mentioned earlier, the younger generation accounts for a majority of cord-cutting trends. Therefore, companies hoping to engage with a younger demographic may be able to do so more efficiently with this particular advertising channel.
  
  Plus, it lets media buyers gather valuable information about audience behaviors, popular TV-viewing times, and viewer interests, allowing them to target their ads more precisely. 
• Gain insight into how your ads are performing. – There are a number of metrics marketers can tap into with CTV and OTT advertising that allows them to have a better understanding of how their ads are performing.
  
  Whether it’s seeing how many times your ad was watched to completion or how many viewers visited your website after your ad was displayed to them, businesses can use this data to optimize their marketing campaigns and make adjustments when necessary. 
• Spend marketing dollars more efficiently. – By combining both audience insight and unique CTV and OTT key performance indicators (KPIs), marketing teams can not only make more informed advertising decisions but can also find ways of spending their marketing dollars more wisely as a result.
  
  When you’re able to place your advertisements in front of audiences who are more likely to be interested in your product or service, there’s a greater chance your campaign will yield a higher return on investment.  

How is your brand responding to the shifting patterns in TV viewership? If you haven’t yet considered switching to an OTT and CTV advertising approach, now may be the time to do so. Read our guide on CTV viewership to learn more.

Update Your Marketing Strategy With Power Digital Marketing 

Whether you’re committed to cable or are considering making the switch to streaming video content instead, come back to this article anytime you need help guiding your decision. If you’re in the marketing industry, take the insights from these cord-cutting trends and be sure to add them to your advertising toolbelt. 

It’s time to cut the cord with outdated, inefficient marketing tactics and start building new ties with Power Digital Marketing instead. Specializing in paid media, affiliate, content marketing, and more, the experts at PDM are committed to tailoring strategies that work for each brand’s unique needs and goals. 

See why clients like Airbnb, Peloton, and Casper count on us to help shape their marketing plans and unlock their full potential. Get your proposal any of our digital marketing services today. 

Sources: 

1. Forbes. The Number Of Cord Cutters And Cord Nevers Has Tripled Since 2014.  https://www.forbes.com/sites/tonifitzgerald/2021/05/27/the-number-of-cord-cutters-and-cord-nevers-has-tripled-since-2014/?sh=6b80890e1f12
2. Business Wire. Over 30 Million Americans Have Never Paid for Traditional TV Service – MRI-Simmons.  https://www.businesswire.com/news/home/20190409005686/en/30-Million-Americans-Paid-Traditional-TV-Service
3. Nerd Wallet. How Much Is Cable per Month? https://www.nerdwallet.com/article/finance/how-much-is-cable-per-month
4. Money Geek. Comparing the Best Video Streaming Services for Your Budget https://www.moneygeek.com/financial-planning/resources/best-streaming-services-on-a-budget/
5. PwC. Consumer Intelligence Series: I stream, you stream.  https://www.pwc.com/us/en/advisory-services/publications/consumer-intelligence-series/i-stream-you-stream/pwc-videoquake-i-stream-you-stream.pdf
6. Finances Online. 54 Compelling Cord-Cutting Statistics: 2021 Market Share Analysis & Data.  https://financesonline.com/cord-cutting-statistics/

The post What Are Cord Cutters? appeared first on Power Digital Marketing.

“Cord nevers” are part of a unique demographic that continues to grow with each passing year. This evolving market contributes to a number of changes in the television industry, particularly when it comes to new devices, services, and marketing. 

If you’re interested in learning more about the powerful impact cord nevers have on CTV and OTT, read on!

What is the Difference Between Cord Cutters and Cord Nevers?

First and foremost, let’s break down these two television buzzwords:

• Cord cutters – What are cord cutters? Cord cutters are customers who, at one time or another, have paid for a traditional cable plan. This group is referred to as cord cutters because they have since “cut the cord” and abandoned their cable plan—usually in favor of streaming services or internet-based cable alternatives.
• Cord nevers – On the other hand, we have an emerging group of viewers who have never paid for a cable plan: cord nevers. Cord nevers are typically younger people who lean more toward streaming services for their entertainment needs. While they may have grown up in a household with a traditional TV service, they have never paid for it themselves. 

How Big is the Cord Never Population?

You may be wondering just how influential the cord never population really is. 

The answer: quite a bit, and they’re only gaining numbers as time goes on. 

While older generations may still rely on traditional cable, millennials and gen z’ers are moving toward a streaming-only version of entertainment. Simple math will tell you that these younger generations are going to make up more and more of the TV industry’s customers in the near future, especially as these individuals grow up, find jobs, and begin living on their own.

In fact, as of 2019, cord nevers account for approximtely 12% of the adult population—a whopping increase of 9% from 2017. This brings the total number of cord nevers in the U.S. to about 31 million (and keep in mind these numbers are from three years ago). With such drastic growth in a short amount of time, it’s safe to say that cord nevers are quickly becoming a vital demographic in the entertainment world. 

The average age of these cord nevers is 33 years old with a median income of $52,800.¹ This proves that younger, cable-defying generations are becoming the adult professionals who once paid for pricey cable plans; but times are changing.

What are CTV and OTT?

Now that we’ve painted a clear picture of who cord nevers are, let’s move on to the next topic at hand: CTV and OTT:²

• CTV – CTV is an acronym that stands for connected TV. A connected TV refers to any device that’s either connected to or built inside a television, and supports internet-based video streaming. Examples of CTV devices include Roku, Amazon FireStick, and Apple TV. 
• OTT – OTT refers to the method through which this streaming content is delivered to your streaming device. This means that services like Netflix, Hulu, and HBO Max all fall into the OTT category. Cable alternatives, like Fubo TV and Hulu + Live TV, are considered OTT services as well. Any platform that utilizes a streaming or video-on-demand strategy can be considered OTT.

The History of OTT and CTV

Before we can dive into the current trends in OTT and CTV viewership, let’s first examine the brief history behind each of these services:³

• OTT – OTT has evolved from a fraction of entertainment methods to one of the biggest industries in the world. OTT began with humble origins, like downloading a video to your iPod Nano or renting a DVD from Netflix. In the mid-to-late 2000s, companies like Netflix and Hulu began offering streaming services. Later on, a number of major corporations began dipping their toes in the OTT water, thus leading to new streaming services like Disney+ and Amazon Prime Video.
  
  Today, consumers have a plethora of OTT subscriptions to choose from, which has led to a diverse market and little unification under the streaming umbrella. Despite having to pay for a number of different services, many cord nevers still prefer this option to paying for one cable plan. 
• CTV – As the cord never population grows, more and more companies are joining the race for the best CTV device. The first major example of CTV can be attributed to TiVo’s record-and-watch-later model. Gaming consoles, such as Xbox and Playstation, also dominated much of the CTV world before streaming became mainstream.
  
  With the rise of OTT subscription services, the need for devices that support this content began to skyrocket. Today, nearly all television companies offer their own version of a smart TV, along with plug-in devices from Roku, Amazon, Apple, and more. In 2021, an estimated 82% of Americans own at least one smart TV (or another CTV device)—up from only 30% in 2011.⁴

The bottom line – OTT and CTV go hand-in-hand, and the relationship between these two entertainment methods have lead to their individual success. 

The Relationship Between Cord Nevers and CTV/OTT

While cord cutters laid the groundwork for the rise of CTV and OTT, cord nevers are building a lasting future for these methods of entertainment. With traditional cable, the prospect of “potential cord cutters” gives content providers incentive to keep their existing customers. This may mean offering deals, requiring long-term contracts, and including OTT services within their packages.

Cord nevers, on the other hand, make it difficult for a traditional cable company to reach new customers. While this is bad news for the cable industry, it leaves plenty of room for CTV and OTT companies to flourish.

Influence on OTT

With OTT services, there are several ways in which cord nevers can be drawn in:⁵

• The number of acquired programs they offer
• The original content they create
• Offering limited commercials or an ad-free experience
• The ability for viewers to watch programs on their own time
• The ability to pause, rewind, and fast forward
• The binge-watching phenomenon

Alternatively, there are certain drawbacks of the OTT service model that can influence whether or not a cord never chooses to subscribe, such as:

• A high monthly bill
• Lack of variety among content
• Having too many OTT subscriptions already
• Not offering a free trial
• Too many ads
• Incompatibility with their device (for example, Netflix cannot be accessed via a Nintendo Switch gaming system, but Hulu can be)

With this feedback, OTT services can adjust their streaming service subscriptions accordingly in order to maximize their audience. While cord cutters and cable viewers may be influenced by these factors as well, it is the cord never population that truly understands the subtle nuances that can turn a streaming service into a household staple. 

This demographic has grown accustomed to convenience, and providing a seamless streaming experience will help companies gain a larger audience of cord nevers. After all, these customers have never been tied down with contracts or cable box installations, and with so many streaming options out there—cord nevers often have little commitment to individual subscriptions. 

CTV

CTV devices play a different role in the lifestyle of a cord never. While customers can build a repertoire of many different OTT services, the CTV they choose is often a much longer commitment. 

For this reason, it’s vital that CTV companies know how to market themselves as the top-tier option for streaming devices. Benefits that cord nevers may look for in a CTV device include:

• Compatibility with all streaming services
• An easy-to-use interface
• Universal remotes and smartphone remote apps
• A large, HD screen (specifically for smart TVs)
• Easy set up (compared to the complications of purchasing a cable box)
• In the case of gaming consoles, the ability to game and watch TV from the same device

It’s clear that CTV devices are replacing traditional televisions, and they can essentially corner the market as the demand for streaming devices increases each year. That being said, it’s important for CTV companies to value quality and compatibility when marketing their products—especially since cord nevers have so many smart devices to choose from. 

Brand loyalty and reputation may also help, with companies like LG and Samsung making waves in the smart TV industry. That being said, long-time CTV manufacturers, like Roku, have built their success by getting in on the ground floor. As time goes on, it’s crucial that CTV companies understand the unique needs of customers who have never relied on cable, since they tend to be pickier about the smart devices they purchase. 

Power Digital Marketing: Helping You Make an Impact

Now that we know how cord nevers impact the CTV/OTT industry, it’s time to refine your strategy to connect with this growing demographic. 

Fortunately, that’s what Power Digital Marketing is here for. Through our thorough research, groundbreaking strategies, and personalized approach, our digital marketing agency can help CTV and OTT companies navigate this changing industry more effectively. 

To find the best approach for your business, learn more about our digital marketing services today!

Sources:

1. Telecompetitor. Cord Never Research Finds 31 Million Haven’t Paid for Pay TV, But That May be Changing https://www.telecompetitor.com/cord-never-research-finds-31-million-havent-paid-for-pay-tv-but-that-may-be-changing/ 
2.  Oracle. Connected TV (CTV) and OTT and Linear TV  https://www.oracle.com/cx/advertising/measure-campaign-effectiveness/ctv-vs-ott/ 
3. Mountain. The History of Connected TV Programs. https://mountain.com/the-history-of-connected-tv-platforms/ 
4. National Interest. 80 Percent of U.S. Households Have At Least One Smart TV (Or Smart Something). https://nationalinterest.org/blog/techland/80-percent-us-households-have-least-one-smart-tv-or-smart-something-187418 
5. Kinesso. The History of OTT So Far.  https://kinesso.com/the-history-of-ottso-far/ 

The post Cord Nevers and How They Impact CTV/OTT appeared first on Power Digital Marketing.

The benefits of OTT advertising are bountiful: targeted advertising, advanced analytics, and dynamic ad insertion that allows you to interact with your audience in a variety of ways. 

When connecting with modern audiences, OTT platforms are the way to do it. But which OTT platform provider is the most effective for your business? Read on to learn more about the best OTT platforms for advertising and marketing. 

What is an OTT Platform?

But first, what is OTT platform exactly, and why’s it important? Relaxing to your favorite Netflix show on a smart TV, watching a podcast on your phone’s Spotify app, or watching a New York Times newsreel on your laptop?

All of these actions have one thing in common—over-the-top platforms.

Over-the-top, or OTT, describes any content streamed directly from the internet (as in, not through broadcast radio, network TV, or cable). Over the past few years, streaming audiences have grown quickly, making OTT platforms some of the most fertile advertising territories on the market.

While all OTT platforms operate over an internet connection, there are two distinct types of OTT platforms that affect how marketers can advertise to viewers: pricing models and content source models.

Pricing Models

When it comes to OTT advertising, it’s important to understand how each service provider works. All OTT content is accessed one way-via the internet, but not all OTT platforms permit access the same way. To open their content to customers, all streaming services choose one of three pricing models:

• Subscription (SVOD for video) – Some OTT platforms adopt subscription plans , where users pay a (typically higher) fee to access content without advertisements. Streaming services like Netflix, Amazon Prime Video, and Disney Plus use this model. Unfortunately for marketers, it blocks any advertising possibilities.
• Ad-based (AVOD for video) – To replace subscription fees, other OTT platforms run completely on advertisements. This model includes streaming services like Tubi TV, Pluto TV, Sling TV, Xumo, and Sony Crackle. Depending on the platform, these can be excellent options for advertisers.  
• Hybrid – As a blend of subscription plans and ad-based platforms, hybrid models offer both subscription and ad-supported options to their customers. For example, Hulu offers viewers a lower-cost subscription with ads or a higher-cost subscription without ads. Similarly, Spotify offers free accounts with ads or premium subscriptions for an ad-free experience.

Since subscription-only models have no commercials, marketers can only use ad-based or hybrid OTT platforms to reach their target audience. 

Content Source

Another way to differentiate an OTT streaming platform is by the origin of their content. While some streaming services create some of their own content (such as Netflix and Hulu), others primarily rely on non-original content (Fubo and Pluto TV) from TV networks.

Most OTT platforms fit into these three sourcing categories:  

• Native – Streaming services that create exclusive content are considered native OTT platforms. For example, Netflix, Hulu, Amazon Prime Video, and HBO Max are native services because they produce original shows that viewers can only access on their platform.
• TV Publisher – When watching live TV, you have access to numerous channels and networks like the Discovery Channel, CBS, and the Cartoon Network. However, these networks also provide streaming apps where viewers can watch their televised content from a streaming device, such as a laptop or smartphone. These types of OTT platforms are called TV publishers.
• Linear Streaming – Linear streaming is quite similar to classic TV programming: Viewers can watch live TV programs slated to air during specific times over the internet, rather than watching via broadcast or cable. OTT platforms like Sling, Pluto TV, and Fubo rely on linear streaming. 

Many OTT platforms mix their sourcing. For example, Peacock TV (NBCUniversal’s streaming platform) blends original programming, re-published NBC shows, and live news. 

Knowing a platform’s content source can help you decide if it’s the right advertising space for you.

Top OTT Platforms for Businesses

Over the past few years, OTT platforms have quickly grown in terms of viewership—and show no signs of stopping. In 2019, the global OTT industry was valued at $121.61 billion, with projections to reach $1.039 trillion by 2027.¹ 

For businesses, it’s a guaranteed hot-spot for consumer interest.

Take a look at our breakdown of the best OTT platforms for advertising businesses to determine which platform will be most beneficial to your advertising campaign and marketing strategy.

#1 Spotify

As the world’s leading audio streaming service, Spotify provides millions of listeners with their favorite music, podcasts, and videos, whether through a mobile device or desktop. It’s particularly useful to businesses looking to target a global audience with niche interests.

• Content – Spotify primarily provides audio content through music and podcasts. Although, it also provides creator-made video podcasts for those looking for an audible and visual experience. Many of the podcasts are native content, meaning that they’re produced and exclusively shared on Spotify. However, most content on the platform is secondary, meaning that it’s created and uploaded from a secondary source, such as a podcast producer or music artist. 
• Pricing model – Spotify has a hybrid pricing model. Listeners who choose to use a free membership will have to listen to frequent ads throughout their listening experience. However, listeners who purchase a premium membership for $9.99 a month will have an ad-free experience.
• Users – From 2017 to 2020, Spotify grew its total monthly users from 173 million to 356 million.² Within that number, there are 198 million unsubscribed users with ad-supported listening, making it a great platform for marketers to spread the word about their products or services.
• Audience demographics – Spotify’s membership demographic is global and youthful with listeners in over 178 global markets³ and over 55% of users under 35 years old.⁴ 

#2 The Roku Channel

Roku began as a CTV device, connecting TVs to online streaming services. However, in 2017 it also started its own OTT platform—The Roku Channel. After combining its device with a platform, Roku became the most popular Advertising Video on Demand (AVOD) streaming service in the United States.

• Content – The Roku Channel offers a mix of secondary and original video content on its platform. However, most of its original content was purchased from Quibi, a failed mobile-only OTT platform.⁵  
• Pricing model – The Roku Channel is entirely an AVOD (ad-based) model. However, the Roku device does connect viewers to ad-free subscriptions of other OTT platforms, like Netflix. 
• Users – At the start of 2021, The Roku Channel had nearly 70 million viewers,⁶ a clear growth from 23.8 million in 2018.⁷ 
• Audience demographics – Roku’s audience is relatively even-spread, with a median viewer age of 39.⁸ Currently, only viewers in the U.S., Canada, and the United Kingdom can watch its content.⁹ Additionally, 64% of Roku Channel viewers don’t watch other AVOD platforms, making it their exclusive source for streamed ads.¹⁰ 

#3 Hulu

Launched in 2008, Hulu is one of the oldest (and now most popular) OTT video streaming platforms. Between its millions of subscribers and steady growth, it’s a valuable advertising option to marketers and businesses.

• Content – Hulu offers a mix of original, secondary, and live video content. It’s primarily known for showing recent TV programs, usually releasing them 1-2 days after their broadcast or cable premiere. 
• Pricing model – Hulu has a hybrid pricing model with multiple subscription tiers. The lowest option ($5.99/month) includes pre-recorded content with ads, while the highest option ($70.99/month) includes all live and pre-recorded content with zero ads.
• Users – As of 2021, Hulu has 41.6 million subscribers,¹¹ with about 60% viewing content through an ad-supported subscription.¹²
• Audience demographics – Overall, Hulu’s audience is primarily suburban/rural, white, and lower-income.¹³ Additionally, Hulu is only available in the U.S. and Japan. 

#4 Peacock TV

Peacock TV is a recent addition to the OTT market. Although fairly new, it has grown to be a very popular video streaming service provider. The NBCUniversal-owned platform is a promising service for advertisers looking for growing audiences and ad-supported content.

• Content – Peacock TV blends original, secondary (or re-published), and live video content. Most of its secondary content originates from the NBC channel and Comcast.
• Pricing model – Currently, Peacock has a hybrid pricing model with three tiers. The first tier allows viewers to watch limited content for free with an ad experience. Viewers also have the option to pay $4.99/month for exclusive content with ads. Or, viewers can pay $9.99/month for an ad-free experience and access to all content on the platform. 
• Users – Since July 2021, Peacock TV has 54 million total viewers and 10 million paying subscribers.¹⁴ However, just 4% of users subscribe to the ad-free premium tier.¹⁵ 
• Audience demographics – Peacock TV’s audiences are more suburban and liberal than most video streamers.¹³ Age and income level are quite evenly distributed among viewers.

#5 Tubi

A unique platform, Tubi is one of the most popular linear streaming services in the U.S., and its ad-supported model and young audience make it a viable choice for businesses.

• Content – As a linear streaming platform, Tubi only streams “live” streaming or scheduled programming on channels similar to those on broadcast TV. Its library includes more than 20,000 films and TV shows from 250 different content partners.¹⁶ 
• Pricing model – Tubi is 100% ad-supported, with no ad-free option.
• Users – In January 2021, Tubi had 33 million active users per month.¹⁷
• Audience demographics – Unlike its counterpart, broadcast TV, Tubi has a youthful and diverse audience. Half of its viewers are under 35 years old, and 39% of its audience is Black, Hispanic, or Asian.¹⁸ 

Create Your OTT Power Plan with PDM

OTT platforms aren’t just a trendy hot spot for advertisers—they’re the billboard of the future. As current streaming services grow and new ones emerge, picking the right OTT platform is vital when marketing your business efficiently and effectively.

Need help breaking into the world of OTT platforms? Powder Digital Marketing has the intensive research and professional experience to help you create a customized plan for your business’s success. Our digital marketing services provide the solutions you’ve been looking for.

Sources: 

1. Allied Market Research. Over-the-top (OTT) Market Outlook – 2027. https://www.alliedmarketresearch.com/over-the-top-services-market
2. Porter, J. Spotify premium subscriber count increases 21 percent to 158 million  https://www.theverge.com/2021/4/28/22405953/spotify-earnings-q1-2021-subscribers-average-revenue-per-user
3. Spotify. Company Info. https://newsroom.spotify.com/company-info/
4. Iqbal, M. Spotify Revenue and Usage Statistics (2021). https://www.businessofapps.com/data/spotify-statistics/
5. Perez, S. Roku will launch original programming fueled by Quibi’s content on May 20. https://techcrunch.com/2021/05/13/roku-launches-an-original-programming-lineup-fueled-by-quibis-content/
6. Mensun, B. Roku sparks big Q1 revenue spike despite user growth slowdown. https://www.fiercevideo.com/video/roku-sparks-big-q1-revenue-growth-despite-user-growth-slowdown
7. What to Watch. Roku subscribers and earnings. https://www.whattowatch.com/news/rokus-earnings
8. Frankel, D. Roku’s NewFront Pitch: Why Target 60+ When You Can Reach Under 40? https://www.nexttv.com/news/rokus-newfront-pitch-why-target-60-when-you-can-reach-under-40
9. Roku. What are Premium Subscriptions on The Roku® Channel? https://support.roku.com/article/360016436834
10. Roku. 3 Highlights from Roku’s Presentation at  Newfronts 2021. https://advertising.roku.com/blog/news-events/roku-newfronts-2021-presentation
11. Walborn, D. Hulu Improves to 41.6 Million Total Subscribers, Hulu Live TV Loses 200,000. https://thestreamable.com/news/hulu-q1-2021
12. Kotuby, J. Hulu Continues to See Most Customers Choose Ad-Supported Plan. https://thestreamable.com/news/hulu-continues-to-see-most-customers-choose-ad-supported-plan
13. Shevenock, S. Paramount+ Is Entering a Crowded Streaming Market. What Will Make Consumers Subscribe? https://morningconsult.com/2021/03/01/paramount-plus-streaming-subscriber-demographics/
14. Rizzo, L. Inside Comcast’s Plan to Become a Streaming Giant. https://www.wsj.com/articles/comcasts-ceo-built-a-cable-giant-can-he-build-a-streaming-giant-11624473722
15. Kotuby, J. Could NBCUniversal and WarnerMedia Team Up Against Disney+? https://thestreamable.com/news/could-nbcuniversal-and-warnermedia-team-up-to-take-down-disney
16. Perez, S. Tubi TV Grabs $6 Million From MGM, Lionsgate And Others For Its Free, Ad-Supported Streaming Service. https://techcrunch.com/2015/11/19/tubi-tv-grabs-6-million-from-mgm-lionsgate-and-others-for-its-free-ad-supported-streaming-service/
17. Gruenwedel, E. AVOD on the FAST Track: Free Services Are Changing the Streaming Landscape. https://www.mediaplaynews.com/avod-on-the-fast-track/
18. Hayes, D. Tubi Says Streaming Rose 58% In 2020, With Half Of Viewers Younger Than 35. https://deadline.com/2021/01/tubi-streaming-rose-58-percent-2020-viewers-under-35-1234676400/

The post What is the Best OTT Platform For Your Business? appeared first on Power Digital Marketing.

But with a constant deluge of customer information pouring in, it’s vital that you perform regular data cleaning to ensure that the info your CRM system uses for analysis and insight generation is accurate and up to date. 

CRM data cleanup can be a complicated process—here are some tips to make it easier. 

Why Does a “Clean” CRM matter? 

A CRM serves several purposes. It helps gather, organize, and segment customer data, nurtures customer relationships, optimizes the sales funnel, and streamlines customer service. 

But a CRM’s ability to produce successful results hinges upon the quality of the data. With clean data, it can run faster and more efficiently. This results in:

• Enhanced customer satisfaction
• Better decisions
• Cost savings 

But when the data isn’t clean, it hinders your employee’s ability to perform their job at a high level. As Forbes notes:¹ 

“When sales and marketing professionals are swimming in heaps of dirty data, they are shackled from making informed data-driven decisions. A mere 33% of marketers feel they can rely on their CRM data to make decisions. Poor data quality costs the US economy approximately $3.1 trillion annually. As the old adage goes, ‘garbage in, garbage out.’” 

To get the most out of your CRM system and its various tools—particularly those that rely on automation—they need clean data to fuel them. Just like a supercar needs high-quality gas, a CRM requires first-rate, up-to-date data. 

What Is Dirty Data? 

Companies use various channels to collect contact data from customers or would-be customers, including: 

• Physical storefronts
• Face-to-face contact via sales teams
• Websites
• Mobile websites
• Mobile applications
• Catalogs
• Mail orders
• Call centers 

When the information is entered manually, this inevitably leads to human error. And the same can be said for automated data collection and entry—it just happens less frequently. But even then, if a customer inputs incorrect data, there’s no way for a machine to know that.  

Bad data is a more common issue than you might initially assume. 

According to the Experian Data Quality survey—which polled more than 1,200 organizations across a range of sectors and company sizes—the average company estimates that 22% of its contact data is inaccurate in some way.² 

So, how does data become bad? 

Typically, this occurs in one of four ways: 

1. Outdated data – Customer information decays over time. The information they provided a year ago, may not be the same today. People move; they get new numbers, change their email addresses, or switch jobs. According to Data Axle,³ approximately 4% of mailing list addresses, resulting in $180,000 wasted annually on undeliverable mail. 
2. Duplicate data – One of the most common ways data gets dirty is when there are duplicates. So, even though the information might be accurate, a duplicate entry skews your CRM’s analysis or results in double contacting. Common reasons for this include:

• Manual error 
• Merging lists
• Faulty CRM software
• Improperly formatted data – The way and order in which data is input can be done in one of several combinations. It could be first name, last name, then contact information. Or last name, first name, contact information. And so on. When data is input manually, it opens up the possibility that one employee fills out the forms differently from another. 
• Customers input their data incorrectly – Similarly, when customers are asked to fill out online forms, they may enter the wrong info in a certain box, or misspell something.

Ways to Clean Up Your Data

Having bad data is expensive. According to Harvard Business Review, it costs the U.S. $3 trillion every single year:⁴

“The reason bad data costs so much is that decision-makers, managers, knowledge workers, data scientists, and others must accommodate it in their everyday work. And doing so is both time-consuming and expensive. The data they need has plenty of errors, and in the face of a critical deadline, many individuals simply make corrections themselves to complete the task at hand.”

But just because it hampers other businesses doesn’t mean that the same has to happen to you. Fortunately, there are steps you can take for data cleaning, thus optimizing your system and saving you money.

Some simple CRM cleanup tips include the following.

#1 Standardize the Data 

First, take precautions to prevent more bad data from accruing, or at least reducing the rate at which it occurs. 

Data standardization accomplishes that.

As Momentum data notes:⁵ “If concrete and strict rules aren´t implemented, employees will be unsymmetrically inputting data that will be difficult to align. As databases become larger, this becomes more and more relevant as data standards can quickly be lost.”

By setting rules and systems for data collection and input within the CRM, you can instill good habits that replace fragmented methodologies. Implementing proper form validation and data cleansing processes won’t completely eliminate bad data inputs, but it will reduce how frequently it occurs. 

#2 Fix the Small Formatting Issues

When it comes to data, minor issues can cause major headaches—especially when there are thousands (or millions) of data points. 

Take capitalization for instance. When filling out forms, people may not capitalize their first and last names; others may input their name fully capitalized. This may not seem like a problem, but if you’re sending out marketing emails and the email mis-capitalizes the individual’s name, it can remove the feeling of personalization. 

Another common manual data entry issue involves zip codes, namely, zip codes that start with a zero. According to Thomas Bonneau from GB Sterling:⁶ 

“[I]f you have a bad data file you could be ignoring nearly 10% of your nationwide dataset…If you have a data file in Excel containing zip code and the Column and the column is formatted correctly (Special Zip Code or Text), everything will look great if you have a zip with a leading zero (e.g. 02739). However, when you save this file into a CSV to import into your CRM and re-open it again to edit, the leading zero will drop off because the CSV ignores any prior Excel formatting that was preserving this zero.”

On the surface, these are small problems, but those tiny errors can hurt your bottom line by wasting valuable time and resources. By addressing these issues before they are imported into your CRM, you will save money and time while reducing employee frustration. 

#3 Purge Duplicates 

No one wants to be targeted twice by a company—even one they are a loyal customer to. It starts feeling like spam. 

If your customer list isn’t long, duplicate purging can be done by hand. Just do so regularly to prevent the issue from building up. However, if you’re a larger business, automation can assist. Most CRM systems have automated features that allow you to set rules and conditions that detect duplicates.

From there, be sure to set your system to automatically block duplicate content from being input.  

#4 Archive Your Data 

Do you have data that you aren’t currently using but may need in the future? 

One common issue with companies is that they are required by compliance regulations to store historical data. The fix for this is archiving that information. In doing so, you can ensure that the data is stored safely but no longer impacts the system. This frees up storage space, speeds up processing times, and makes it easier to search current records. 

Similarly, older data that you can delete should be deleted.

#5 Consolidate Fields 

In some cases, there may be several fields for data entry that contain similar if not redundant information. By cutting down input options, you reduce the chance of duplicate or inaccurate data entry. 

#6 Enrich Your Data

In some cases, data may be considered dirty when it’s incomplete. It may be missing a zip code. Or you may have an email address but no phone contact. Flag your contacts that lack information, and then see if you can fill in the blanks. 

#7 Outsource Your CRM Efforts

One of the easiest ways to manage your CRM data, especially if you’re a larger company, is to outsource the process to a data cleansing company. These experts have the skills, experience, and tools needed to clean up data. 

Many of these entities also provide data enrichment services. This means you can clean up and enhance your data in one fell swoop. By outsourcing you can save your internal teams time and money, empowering them to focus on what they do best.  

CRM Cleanup Made Simple

Better data means more useful insights. By performing a regular CRM cleanse you can ensure that your system is being fueled by actionable customer information. 

From there, you can jump to the next item on your to-do list. Want to use the actionable CRM data to improve your marketing efforts? 

We can help with that. 

Here at Power Digital, we’ll create a holistic picture of your marketing strategy and then employ tried and true techniques to help you achieve your KPIs—including using your now-clean CRM data effectively. Reach out today to get started.

Sources:

1. Forbes. Best Practices For Data Hygiene. https://www.forbes.com/sites/falonfatemi/2019/01/30/best-practices-for-data-hygiene/?sh=1fde3d072395
2. Econsultancy. The Cost of Bad Data. https://econsultancy.com/the-cost-of-bad-data-stats/
3. Data Axle. Infographic: How data decay is tanking your sales and marketing strategies. https://www.data-axle.com/resources/blog/infographic-how-data-is-tanking-your-sales-and-marketing-strategies/
4. Harvard Business Review. Bad Data Costs the U.S. $3 Trillion Per Year. ​​https://hbr.org/2016/09/bad-data-costs-the-u-s-3-trillion-per-year
5. Momentum Data. 9 CRM Data Cleanup Tactics for Sales Productiveness. https://momentumdata.com/9-crm-data-cleanup-tactics-for-sales-productiveness/
6.  Incycle. The Ultimate CRM Data Cleanup Checklist. https://blog.insycle.com/the-ultimate-crm-data-cleanup-checklist

The post CRM Cleanup Tips appeared first on Power Digital Marketing.

But what is CRM management? Why does it matter? 

This guide has you covered. 

What is CRM Management? 

Building and nurturing customer relations is a critical practice for any company’s long-term success. 

In the past, most of this was handled on an ad-hoc, manual basis. Much of it involved keeping meticulous Excel spreadsheets to track relationships with information like the name of the customer, their contact info, the type of customer, or the date they purchased your product or service—all fairly surface-level stuff. 

But the digital era has changed that. 

Now, a customer relationship management system makes it possible to not only maintain healthy and productive customer relationships but also to automate every aspect of customer relationship management, whether it’s marketing, sales, or customer support. 

But it’s important to note that CRM management isn’t just about incorporating any technology. Rather, it’s technology combined with activities and strategies that optimize the way businesses interact with current and potential customers:

• CRM as a technology –  CRM technology is the cloud-based technology that automates processes while capturing and analyzing data about any customer interaction within the business.
• CRM as a strategy – A CRM strategy centers around the business principles of how to properly manage relationships with existing and potential customers. 
• CRM as a process – This is a system that’s created to build relationships and then continuously nurture them throughout the customer lifecycle.

 As Forbes notes,¹ “At its core, customer relationship management is simple. However, it can be implemented in a huge array of methods: websites, social media, telephone calls, chat, mail, email, and various marketing materials can all be integrated into a CRM solution.”

And this ethos isn’t limited to enterprise businesses. 

It can be just as effective for small businesses, considering any CRM tool, strategies, and processes are scalable. Importantly, they don’t simply improve business relationships, they create internal structures and efficiencies that drive profitability as well as customer loyalty. 

Types of CRM Systems 

There are a variety of CRM systems. Most CRM software focuses on one of three primary categories: 

• Analytics CRM – Analytical CRM gathers customer data, collates it, and then generates actionable insights that speak to the customer’s needs and wants. At its essence, analytics CRM is focused on driving customer satisfaction, and thus customer retention, by making better-informed, customer-conscious business decisions. Such systems are typically driven by data mining and machine learning. And they’re most useful for major organizations that deal with hundreds if not thousands of customers on a daily basis. 
• Operational CRM – Operational CRM usually focuses on supporting the marketing team, sales reps, and customer service teams. It uses historical customer data for lead generation and helps automate processes in order to create a better user experience. These systems are ideal for companies with shorter sales cycles and high rates of repeat sales. 
• Collaborative CRM – This occurs when businesses share internal customer data with external companies. This data collaboration makes it possible to gather more information and to get a better understanding of their market and the customer behavior therein. This is common in markets where innovation and new products are the driving forces. 

Why CRM Matters 

There are dozens of reasons why businesses both large and small should embrace a customer relationship management model and system. Important benefits include: 

Data Gathering

In a digital age, data fuels business strategies. But data can come from a range of sources, including:

• Google Analytics
• Social Media
• Apps
• CRM tools
• Business software

A CRM system can mine, organize, and then analyze the historic data of customer trends and habits with proper CRM cleanup functions. Armed with clean data—data that doesn’t contain errors like duplication, incomplete fields, or out-of-date information—a powerful CRM platform can extrapolate, providing vital insights on your consumer base and business practices. 

The organization of data in one central location is beneficial for everyone within a company. It makes it possible to segment clients into various groups based on factors like age, socioeconomic status, sex, etc. That, in turn, makes it easier for marketing and sales management teams to monitor and speak to those particular groups according to their wants and tendencies. 

Optimizing the Sales Funnel 

Armed with this customer data, your CRM can then group consumers into one of the three main sales funnel stages: 

• Leads – These are the consumers that have demonstrated some level of interest in your product or service. AIl insights empower the marketing team to identify and then properly target high-quality lead generation. 
• Opportunities – These are leads who are closer to making a purchase. Perhaps they put an item in their shopping cart, or had a conversation with a member of the sales team. For the sales team, a CRM can highlight consumers who are primed for conversion. it also makes it possible to see which ads and messaging are most persuasive. 
• Sales – Even after a consumer has made a purchase and become a customer, the work doesn’t end. First, you have an opportunity for retargeting and ensuring that they become a repeat customer instead of a one-off. Secondly, you can use that data to better understand why customers converted and how to retain them. 

Streamlining Internal Communication 

CRM helps streamline communication both externally and internally. For employees who need to collaborate across departments, CRM makes it easy to see how other employees are speaking and have spoken to customers. By maintaining a communication log and channel, teams can ensure that their messaging is cohesive. Additionally, CRM tools make it easy for employees to send notes, messages, or alerts to others within the system.  

The open dissemination of customer data across different departments, rather than keeping that information siloed, allows your entire organization to work together to optimize the customer journey through every phase of the sales funnel.  

Better Lead Response and Customer Service

Does your business effectively manage its leads and respond to customer queries? While an important practice, there are few companies that actively pursue it. According to Harvard Business Review:² 

• The average first response time of B2B companies to their leads was 42 hours
• Less than 37% of companies responded to their leads within an hour
• 16% of companies responded within one to 24 hours
• 24% of companies took longer than 24 hours to respond
• 23% of companies didn’t respond at all

When it comes to leads, the faster you can respond, the better. The same study discovered that:3 

“U.S. Firms that tried to contact potential customers within an hour of receiving a query were nearly seven times as likely to qualify the lead…as those that tried to contact the customer even an hour later—and more than 60 times as likely as companies that waited 24 hours or longer.”

CRM management empowers sales teams to follow up with leads immediately, rather than letting them go cold. CRM implementation can provide reminders, prompts, and highlight the most promising leads. 

Similarly, when customer service receives a request, that customer information instantly pops up, giving the team member more information about the caller, their background, and their purchase history, allowing a much more personal customer engagement experience. 

Improved Brand Image

When you take into account customers’ wants and needs and then create systems that improve the way you listen, respond, and act, the result is happier customers. Over time, a pattern of open communication and responsiveness improves your reputation. Your brand becomes synonymous with these positive qualities. 

Put simply, by creating a positive experience at every touchpoint of the buyer journey, you incentivize customer loyalty.   

Increased Profits

CRM management helps a company increase its profitability by optimizing the way the business operates and customer interaction. Whether it’s data gathering and insights, relationship nurturing, or customer retention, CRM solutions help companies better understand their ideal customer and how to best convert and retain them. 

Better data allows you to make informed decisions. It helps companies strategize and focus their efforts on the target customer who are most likely to convert. 

Over time, this optimization increases efficiencies across all departments, thus reducing your costs and increasing your success rates. The result of this is more customers, happier customers, and helps you convert them at a lower cost. That’s the recipe for greater profitability and healthy long-term growth.   

CRM Management Done Right

CRM Management is much more than just a technology. Successful companies embrace a CRM solution that utilizes the tools, processes, and strategies necessary to foster a collaborative relationship between the business and the existing customer.   

By aligning your CRM system with a comprehensive digital marketing strategy, you can take this one step further. 

Here at Power Digital, we have the resources you need to accomplish that. Together, we can help you reach your full potential using the top digital marketing campaigns and growth strategies. 

Sources:

1. Forbes. Why Is Customer Relationship Management So Important? https://www.forbes.com/sites/forbesagencycouncil/2017/10/24/why-is-customer-relationship-management-so-important/?sh=2f403d147dac
2. Harvard Business Review. The short Life of Online Sales Leads. https://hbr.org/2011/03/the-short-life-of-online-sales-leads
3. Salesforce. Benefits of CRM. https://www.salesforce.com/crm/benefits-of-crm/

The post CRM Management and Why It Matters appeared first on Power Digital Marketing.

Customers are the life force of a business—without solid customer relations, almost any company would struggle (or never even lift off)—and in today’s global markets, customer bases extend farther than a single neighborhood. 

So, how can companies stay responsive and receptive to each of their customers? The answer lies in customer relationship management (CRM) software.

From turnover to automated surveys, our short guide will explain the ins and outs of CRM software for any customer-facing business.

What is CRM?

Before we answer “What is CRM software?” let’s first explore the meaning of the term CRM, or customer relation management. 

CRM management is the collection, organization, and study of a business’s customer interaction. This covers a range of data across a company’s many departments, including:

• Marketing
• Customer service
• Accounting
• Performance analysis or consulting
• Sales
• Social media

Each department has crucial information on each of your customers that affects how you run your business—from advertising responses to click-through rates to final sales.

Synthesizing that data creates a holistic picture of how customers view your company, pointing to areas of success and struggle. The more you know about your customers, the more you can shape your business strategy to maintain and grow your customer base.

So, how does one connect the dots between this data? That’s where modern CRM software comes in.

CRM Systems 101

Sixty years ago, Rolodexes and paper spreadsheets were the height of CRM operations. Now, we have digital systems that help businesses and marketers utilize customer data more efficiently and productively.

What is a CRM system?

Modern customer relationship management software involves cloud-based platforms that combine customer relations data into one system. By doing so, a company can learn the needs, behaviors, and expectations of their customer base, which provides useful information when trying to improve the customer journey and overall business growth by these CRM features.

Today, CRM software systems pull from multiple channels across a company, not just a single address book or newsletter. These data points usually include:

• Customer accounts
• Customer location & demographics
• Customer interaction records (emails, phone calls, etc.)
• Social media engagement
• Website analytics (traffic, click-through rates, etc.)
• Marketing campaign responses
• Total sales

To translate all of this information into clear patterns, CRM software provides invaluable organization, processing, and projecting tools. Without these digital tools, your business may lack the analytical insight that could propel you toward success.  

CRM Software Metrics

CRM systems combine data points and information across multiple departments, but what exactly does a CRM system measure?

When it comes to CRM data, certain metrics lead the way. Typically, you want to track evolving customer interest, actions, and costs over time. Let’s explore the most common and beneficial metrics to track within your CRM system: 

#1 Customer Churn

The percentage of customers you lose over a period of time—typically a month, quarter, or year—is called customer churn (or turnover). Tracking total customers from the start to the end of a given period is crucial to establishing consumer interest in your business.

#2 Customer Effort Score and Net Promoter Score

The customer effort score measures how satisfied customers felt when purchasing from and interacting with a business and its employees. In the same vein, the net promoter score measures whether or not a customer would recommend the business to another person. 

To gather this information, companies typically issue digital polls or forms immediately after interaction with a customer. However, you don’t need a final sale to ask customers for a review. CES polls can follow a number of interactions, including:

• Customer support
• Subscription signups
• Website visits
• Returns or exchanges

#3 Customer Retention Cost 

Combining multiple data points, customer retention cost measures the price of keeping a customer. The lower your average customer retention cost, the better your profits. 

To calculate this metric, companies compare customer payments with their individual costs to your company, including: 

• Staffing costs
• Manufacturing costs
• Overhead costs (space, maintenance, technology, etc.)
• Marketing campaigns
• Customer loyalty programs or discounts

#4 Length of the Sales Cycle

The length of the sales cycle measures how long it takes for a customer to purchase your product or service, which begins from the first click to your website to the final sale confirmation. 

Typically, the faster your sales cycle, the better. For a deeper analysis, CRM systems can also breakdown the length of each sales pipeline stage, from prospecting customers to closing the deal.¹

#5 Close Rate

Tied to the sales cycle, the close rate measures lead generation eventually become closed deals (or successful purchases). Most companies self-define what a “lead” means—which can vary from how many customers saved items in a digital cart to how many follow your business on social media. 

#6 First Contact Resolution Rate

In customer service, the last thing you want is a game of pass-the-telephone. The first contact resolution rate measures how often a customer complaint is resolved by the first contact. It’s usually a clear indicator of efficiency in customer service.

Common CRM Software Types

Clearly, CRM is not a simple subject. There are countless CRM data channels, procedures, and computations that go into the process. That’s why many CRM systems specialize in a particular function or subset of information. Businesses often combine the systems for a total view of their CRM progress.

From organizing contacts to projecting customer growth, here are the three main types of CRM systems:² 

#1 Operational

When conducting a growing business, you must be cognizant of gaining potential customers. However, you must first ensure that your current customers are satisfied enough to stick around. Luckily, that’s the perfect job for an operational CRM system.

An operational CRM (such as Hubspot or Salesforce) smoothly automates and compiles customer data within or between departments. Leads, deals, and feedback from customers automatically upload to a digital platform, helping departments better track each customer down the sales pipeline. 

Operational CRM systems could target all or one of the below tasks:

• Customer accounts – Knowing your audience provides you with essential knowledge as a marketer. An operational CRM system can track important customer information like contact addresses, demographics, purchase history, and individual lead generation.
• Marketing automation – Collecting answers from a MailChimp email campaign or wanting to send a notification to all customers who bought a specific item? Operational CRM systems automate large-scale marketing actions, gathering and utilizing customer data for stronger advertising strategies. 
• Sales automation – If you want to shrink your sales cycle time or boost successful sales calls, then operational CRM can automate these processes for you. By categorizing and tracking leads and successful sales, these systems help your team target niche demographics and close more deals.
• Service automation – A successful deal isn’t the only CRM factor that counts. Your customers should feel happy and satisfied throughout all interactions with your company—that’s what creates brand loyalty. By automating customer support with chatbots or digital satisfaction surveys, operational CRM systems help your business maintain its customer satisfaction.

Overall, operational CRM software streamlines and improves the everyday work behind customer relations, benefitting businesses with linear sales processes or high automation needs.

#2 Analytical

If your business is unsure of which customer demographic to target or is seeking detailed reports on customer satisfaction, an analytical CRM system may be most appropriate for your business model. 

Analytical CRM software (like Zoho Analytics or Creatio) collects, processes, and interprets all data on customer interactions. Compared to operational systems, the analytical CRMs focus more on customer trends and patterns, rather than streamlining daily tasks or interactions. It’s an excellent option for companies seeking:

• Detailed customer data
• Customer behavior patterns and trends
• New customer targets
• Revised marketing campaigns
• Sales forecasting

#3 Collaborative 

As the name suggests, collaborative CRM software (such as Copper or Monday.com) bridges all customer data from marketing, sales, service, and other departments. 

With a collaborative CRM, your service team can alert your marketing team to advertisement success, such as whether certain advertisements garnered higher levels of engagement or click-through rates. 

Collaborative CRM systems can also alert your manufacturing or sourcing departments to faulty products or safety issues divulged through customer complaints, calls, or reviews. 

While operational and analytical CRM systems often share info between teams, a collaborative CRM truly enhances interdepartmental communication by opening customer data to all departments to save time and improve interpersonal communication and customer satisfaction. 

Why Your Business Needs CRM Software

CRM software isn’t just for international mega-conglomerates, it can help any business—small or large—reach its financial and long-term goals. 

If you’re curious about how CRM software could improve your business, check out these researched benefits:

• Organization and efficacy – With almost three-quarters of users reporting improved access to company data, CRM software is a proven productivity booster.³  Studies show that CRM systems can enhance sales team productivity up to 34%, as well as total employee productivity by 15%.⁴ 
• Improved sales – Research found that CRM software data accessibility for sales teams helps shorten sales cycles anywhere from 8% to 14%.⁵  Additionally, it can help total sales numbers increase by up to 29%.⁶ 
• Higher profits – Nucleus Research found that for every dollar spent on CRM software, companies received $5.60 to $8.71 in return.⁷ On top of that, CRM systems can increase customers’ total spending by 20% to 40%.
• Happier customers – Across the board, about 47% of CRM users say the technology has significantly improved their customers’ satisfaction and retention rates.⁸

Strategize Your CRM Approach With PDM

Whether you’re working for a local ice cream shop or a multinational shipping company, CRM software is necessary for long-term success. With its digital tools, your business can grow and sustain its competitive advantage and unique customer base.

If you’re thinking about revamping your CRM strategy, Power Digital Marketing can help. Our email marketing and content marketing services create research-backed and personalized advertising solutions that allow you to engage and grow alongside your customers. We’re also here to provide CRM cleanup tips to ensure that your system is up to date and accurate. 

Sources: 

1. Kitcast Blog. Building a Sales Pipeline for Your Business. https://blog.kitcast.tv/building-a-sales-pipeline-for-your-business/
2. Tutorials Point. CRM – Types. https://www.tutorialspoint.com/customer_relationship_management/crm_types.htm
3. Feldmar, R. Top 10 observations from CRM software users. https://www.resco.net/blog/crm-software-users-survey/
4. Finances Online. 57 Key CRM Software Statistics: 2021/2022 Market Share Analysis & Data.  https://financesonline.com/crm-statistics-analysis-of-trends-data-and-market-share/
5. Nucleus Research. Data accessibility for sales teams shortens the sales cycle. https://nucleusresearch.com/research/single/data-accessibility-for-sales-teams-shortens-the-sales-cycle/
6. Carter, R. The Ultimate List of CRM Statistics for 2021. https://findstack.com/crm-statistics/
7. Nucleus Research. CRM Pays Back $8.71 For Every Dollar Spent. https://nucleusresearch.com/wp-content/uploads/2018/05/o128-CRM-pays-back-8.71-for-every-dollar-spent.pdf
8. Capterra. CRM Software Buy Trends. https://www.capterra.com/customer-relationship-management-software/user-research-infographic

The post What is CRM Software? appeared first on Power Digital Marketing.

So what does this mean for marketers? Advertising must adapt to streaming audiences—and OTT advertising is one of the best ways to do that.

Imagine reaching a relevant audience—the kind that directly relates to your business—right from their laptops, phones, and consoles. OTT advertising is a win-win deal for the customer and provider. In this guide, we’ll discuss each of the benefits of OTT advertising and how it can enhance your digital marketing services.

What is OTT Advertising?

Before we define OTT advertising, let’s define OTT, which stands for Over-The-Top. 

More specifically, OTT is a term that describes any video content streamed directly from the web. When you watch any video without using broadcast, traditional cable, or satellite TV, you’re streaming it “over-the-top” of those platforms via the internet. 

Today, the most popular OTT streaming platform includes:

• Youtube Red
• Netflix
• Hulu
• HBO Now
• Amazon Prime Video
• Peacock TV
• Disney Plus
• Apple TV+

OTT’s internet basis makes reaching specific consumers very accessible for marketers. Just think of how many places you can watch the latest season of Great British Bake Off on Netflix—laptops, mobile phones, tablets, and even gaming consoles. Then, compare that to the TV-only limitation of network sitcoms that are limited by channel and television schedules.

So, how does OTT advertising play into the accessibility of OTT? 

Basically, OTT advertising is delivered directly to viewers across any OTT platform—which includes the unskippable commercial during Handmaid’s Tale on Hulu and the skippable ads before a makeup guru’s video on Youtube.

While some OTT platforms (such as HBO Now or Netflix) charge audiences pricier subscriptions for zero ad features, other platforms run ad-supported or hybrid models, including:¹

• Youtube
• Hulu
• Peacock TV
• Paramount+
• Discovery+
• Roku TV
• Pluto TV
• Tubi

5 Key Benefits of OTT Advertising

From smartphones to desktops, OTT advertising is here to stay—let’s dive into five reasons why.

#1 Reach Mass Audiences

Long gone are the days of cable box superiority. Today, many audiences have shifted from primetime broadcasts to internet-connected devices to enjoy their favorite media.

For advertisers, that means a treasure trove of customers awaits you on the OTT side—and they’re here to stay.

Need some proof of OTT’s reign over modern audiences? Let’s take a look at some statistics on the platforms’ growing number of viewers:

• More CTV owners – Ever seen an Apple TV? Roku stick? Chromecast box? These are all CTV devices, or a device that connects television sets to the internet and OTT streaming services. Last year, over 80% of U.S. homes owned a CTV—an increase from 54% of homes five years earlier.²  
• Rising streaming subscribers – Currently, about 82% of U.S. customers subscribe to at least one OTT video content service.³ Even better, the average U.S. customer subscribes to at least four services. In the future, experts predict the total number of subscriptions to only grow.⁴
• Decreased satellite and cable users – In 2020, 6.6 million watchers cut off their cable or satellite TV subscriptions.⁵ The steep cut dropped total viewers by 7.5%, a loss that’s only expected to continue across TV audiences.⁵ Classic TV advertising slots are losing their value compared to OTT advertising.
• Younger audiences – For a peek into the future, look to the children—or in this case, young audience demographics. Traditional TV viewership dropped by 23.4% over the last year for consumers aged 18 to 34 years old.⁶ And with 12 to 17-year-olds, you have the first generation for whom streaming content on CTV’s is more familiar than watching traditional TV.⁶ 
• More ad-supported services – During 2020, ad-supported streaming services grew by 9%, while non-ad services grew only by 5%.⁷ Translation? Consumers prefer to pay less for their subscription, even if they have to watch ads. 

#2 Micro-Target Viewers

In comparison to OTT advertising, TV commercials are a “wide-net” marketing strategy. Sure, your ad campaign will be viewed by large slices of the population, but most TV channels have too varied a target audience for one commercial to capture the attention of all viewers, leaving some viewers slipping through the cracks to nibble on tastier promotions. 

On the flipside, OTT content offers advertisers the opportunity to benefit from addressable advertising—or customizing and playing different ads for different viewers depending on their demographic and interests.

With addressable advertising, OTT allows you to micro-target consumers for maximum engagement. For example, a 17-year-old boy and a 32-year-old woman could stream the same episode of “Bob’s Burgers” but each view completely different ads: Advertisers can target a video game console advertisement to the teenager and a cruise package to the woman. 

When working with OTT advertisements, advertisers can target specific demographics, such as:

• Age
• Gender
• Location
• Income Level
• Education
• Ethnicity
• Time of device use

Instead of casting that wide TV commercial net, with the best OTT platforms, you can target the exact customer your business is looking for. It’s a no-brainer for marketers.

#3 Utilize Better Data Analytics

OTT advertisers can target niche audiences and demographics with advanced data feedback and analytics, which are accessible from many web-based platforms that host OTT advertisements. 

From viewing times to completion rates, here are the data points that only OTT advertising can provide to advertisers:

Track Consumer Behavior

It’s not just the type of person watching that matters—it’s also their behavior.

How long does a viewer watch a 30-minute comedy show? What time of day do they watch romance films? Which device do they use most? OTT platforms store all of these metrics and more. 

And for marketers, that’s a valuable cache of consumer data. The more you know about a targeted viewer’s behavior, the more likely you can get the right ad in front of them at the right time.

View Performance Analytics

OTT services and advertising also allows marketers to view their own advertisements’ performance levels among viewers.

With TV commercials, the most feedback you’ll get is viewer location and whether the screen stays on (and even then, viewers might take a bathroom break). But with OTT ads, you can collect a slew of useful feedback to improve your campaigns, such as:

• Total views – How many viewers saw any part of the advertisement
• Video completion rate – What percentage of viewers watched the entire advertisement
• Attribution tracking – Product-based actions taken by consumers following the ad (such as click-through rates, proceeding internet searches, and more)
• Demographic responses – How different consumer ages, ethnicities, and other demographics responded to the advertisement

#4 Gain Higher Audience Attention

With the invention of TiVo, television ads have never been easier to skip. Even those without pre-recording devices can simply change the channel during a TV commercial break. TV advertisements are no longer viable in an evolving technological world. 

Luckily, OTT advertisements have a few features that make them stand out and stay relevant. Here are some of the ways OTT ads stand out from the crowd:

• Unskippable ads – TV viewers have many methods for skirting commercials—fast-forwarding on TiVo, running to the bathroom, changing the channel. But on OTT platforms, ads are way less skippable—users can’t fast forward through commercials, and the digital format makes it impossible to switch shows without losing your spot. As such, most viewers end up watching an OTT advertisement to completion.
• Multiple platforms – Since users can access OTT services across multiple devices (smartphones, tablets, laptops, etc.), it’s possible to see targeted OTT advertisements multiple times. And when it comes to ads, more views equals more desired responses—a concept known as “effective frequency.”⁸
• Efficient format – On TV, every commercial break guarantees five minutes of pure ads. But on OTT services, ads are much shorter (64% of CTV ads are just 30 seconds)⁹ and usually shown in breaks no longer than two minutes. This can help viewers better remember ads and stick around to watch them.
• Engaging content – Unlike TV commercials, OTT ads can micro-target customer interests, improving the odds of memorability. When surveyed, 72% of OTT users could recall a specific ad.¹⁰ In fact, users can even like these personalized ads—research found that 47% of ad-supported OTT viewers saw commercials as “useful or enjoyable.”¹¹

#5 Acquire More Consumer Interactivity & Action 

One of the most unique benefits of OTT advertising is the concept of interactivity.

With network television advertisements, viewers are just that—viewers who can watch an advertisement and turn the screen on and off—but that’s about where the interaction ends.

However, with OTT advertising viewers can click on links and take surveys within the ads, and even open a new tab to search for a specific product or service. For advertisers, that level of interactivity provided by OTT advertisements equates to a clearer, shorter path toward consumer action. 

Customers are Information-Seeking 

With the internet at their fingertips, OTT viewers can easily research products —and that’s perfect for instigating consumer action, whether it’s purchasing an item or browsing a seasonal sales page. 

During OTT advertisements, 40% of viewers pause content to learn more information or even purchase the given product.¹⁰ Additionally, 65% of second-screen viewers (those with multiple internet tabs open) look up product information.¹² Just by being on the internet, OTT content immediately spawns customer interest.

OTT Advertising Provides High Click-Through Rates

At this point, you’ve probably observed that almost all Youtube ads have a clickable link—and there’s a reason why. 

Clickable ads take out the “middle-man” search step for viewers. Unlike watching TV, OTT viewers don’t have to pull out a second device to look up a product. They can just click the ad to find more information. It’s faster, simpler, and more trackable than TV-based ad traffic.

OTT Advertising—A Growing Market for Marketers

Broadcast and cable TV still have a decent hold on media audiences, but OTT programming is rising in numbers—and it’s not stopping anytime soon. As viewers continue to “cut the cord” on cable and transition to digital streaming, advertising must follow suit.

If you’re curious about OTT advertising, check out Power Digital Marketing’s services. Our data-based approach can help organically integrate OTT into your marketing campaigns in a way that serves your business. And for more general information, take a look at our OTT resources to get started! 

Sources: 

1. Willcox, K. Guide to Free Streaming Video Services. https://www.consumerreports.org/streaming-video-services/guide-to-free-streaming-video-services/
2. Leichtman Research Group. 80% of U.S. TV Households Have at Least one Connected TV Device. https://www.leichtmanresearch.com/80-of-u-s-tv-households-have-at-least-one-connected-tv-device/
3. Deloitte. COVID-19 and Shifting Generational Preferences Reshape the Future of the US Media and Entertainment Landscape. https://www2.deloitte.com/us/en/pages/about-deloitte/articles/press-releases/digital-media-trends.html
4. Advanced Television. Forecast: 5 OTT subscriptions per US home in 2023. https://advanced-television.com/2021/05/18/forecast-5-ott-subscriptions-per-us-home-in-2023/
5. Pressman, A. Cord cutting is breaking records during the pandemic. https://fortune.com/2020/09/21/cord-cutting-record-covid-19-pandemic/
6. Marketing Charts. The State of Traditional TV: Updated With Q3 2020 Data. https://www.marketingcharts.com/featured-105414
7. Cision PR Newswire. Comscore Releases 2020 ‘State of OTT’ Report Examining OTT Consumption Across CTV, Ad-Supported Services, And More. https://www.prnewswire.com/news-releases/comscore-releases-2020-state-of-ott-report-examining-ott-consumption-across-ctv-ad-supported-services-and-more-301083020.html
8. Pilcher, J. Say It Again: Messages Are More Effective When Repeated. https://thefinancialbrand.com/42323/advertising-marketing-messages-effective-frequency/
9. Interactive Advertising Bureau. OTT Streaming Video Playbook for Advanced Marketers. https://www.iab.com/wp-content/uploads/2019/12/2019_12_IAB_OTT_Streaming_Video_Playbook_for_Advanced_Marketers.pdf
10. OpenX. 2019 Consumer OTT Report. https://www.openx.com/resources/thought-leadership/2019-consumer-ott-report/
11. Interactive Advertising Bureau. Direct Brands and the Ad-Supported OTT Video Viewer. https://www.iab.com/wp-content/uploads/2018/12/IAB_Direct-Brands-and-the-Ad-Supported-OTT-Video-Viewer_2018-12-03_Final.pdf
12. The VAB. You Down With OTT? https://thevab.com/insight/you-down-ott

The post Benefits of OTT Advertising appeared first on Power Digital Marketing.

As marketers, we all knew Apple’s iOS 14 update was going to impact our advertising strategies. The new iOS 14 update is now giving Apple users the option to opt out of data sharing every time they download an app. This changes the game because advertisers have been relying on data sharing both for paid search and paid social to gather data and derive ad targeting decisions.

How to Adjust Your Campaigns to Get The Most Out of The iOS 14 Update

In this article, we will go through the impact of iOS 14 and how advertisers can shift strategies and adjust marketing efforts in response to the operating system update.

What is changing with iOS 14?

Apple’s newest changes to its privacy and sharing policies, also known as Apple’s App Tracking Transparency Framework, is tied to a string of numbers known as the identifier for advertisers (IDFA). Each iPhone mobile device comes with its own identifier that provides advertisers with aggregate data about the user’s behavior & preferences. 

In the past, Apple users had to go into their settings app to turn off data sharing functions. The new iOS 14 update will give iPhone or other iOS device users a pop-up message every time they download a new app (and when opening already installed apps) that asks if they want to grant the app access to track your activity across other apps and websites.

What is the impact of the iOS update?

When users decide to opt-out of the app tracking, this new operating system will not allow advertisers to easily target or exclude that user like we used to be able to. While some may agree that this new update will give users more control over their privacy, other marketers are concerned that many Apple or iOS device users will select the option of “Ask App not to Track” when the new pop up shows up, which will prohibit the application from collecting data about the things those users click on, download, or purchase within the app in order to share it with other companies/websites for advertising purposes. This change is not going to happen overnight, but with time, the adoption rate of iOS 14 is going to increase and more users will opt-out of app tracking.

Why is this such a big deal?

This is the type of data that advertisers use to personalize ads for users,so, if your business relies on ad campaigns as a part of your localized marketing strategy, this iOS update will have a major impact. The Facebook Pixel will no longer be able to store information and inform ad campaigns for users who chose to opt- out for tracking. In addition, the Facebook reporting will no longer include off-platform (website events) actions that users who chose to opt-out of tracking and will only track a smaller number of objectives due to the pixel restrictions, causing potential inaccurate reporting.

What’s next?

While this seems to be concerning, there is a new game plan. Remember, users are still out there spending just as much time on their social platforms, and you still have the ability to advertise. But, the rules changed and there are a few actions you can take to maintain efficiency. More importantly, you’d need to rethink the way you measure success to ensure your advertising efforts are continuing to drive results for your business.

Here are the steps you need to take in order to ensure your Facebook advertising effectiveness remains strong.(Please note that this may change as more updates will come from Facebook.)

• Verify your domain and prioritize the most important 8 events you’d like to track through your pixel. This was the very first requirement made by Facebook in order to keep up with iOS 14 changes.

• Enable highest value optimization. This is a way to adjust campaigns that allow advertisers on Facebook to bid for the highest valued users, who are most likely to take the desired action on your website. This may help you get a higher return on your ad spend. It’s important to note that you need to meet the Eligibility Requirements for Value Optimization. 

• Consolidate campaigns where possible due to limited signals from users who opted out for app tracking. We need to be extra cautious and strategic with how many campaigns, adsets, and ads we launch. Since we expect to get less to no signals from users who opted out for app tracking, we’d want to aggregate the results and learnings to draw better optimization decisions while adjusting campaigns on Facebook Ad Manager.

• Adjust the frequency and times of day you optimize your ad account based on Facebook platform updates and the limited attribution windows. While each advertising campaign/account has different goals. iOS updates are now causing delays in reporting and limited data, resulting in disruption to the way you optimize ad campaigns. You may notice data lags and certain data breakdowns such as dynamic creative will no longer be available due to iOS 14. This will require you to optimize based on older data. Changes can vary based on the objectives of your campaigns and the attribution window you use. For example, 1 day click attribution will use statistical modeling to account for some iOS conversions that we are unable to count directly, while 7-day click does not.

• Use additional data sources instead of just the Facebook pixel to draw optimizations and business decisions.

Since fewer reported actions are shared on all advertising platforms due to users opting out of app tracking, it is crucial to look at the bigger picture when drawing decisions and consider more data sources. 

• Tracking your overall website revenue/lead volume while considering % of spend across all advertising platforms. This can help understand the impact and trends each platform has on the entire business. A good way to start is analyzing GA and or overall revenue/growth in addition to % of ad spend.
• First Party Data, over the past few years, privacy laws and consumer regulations have started cracking down on the selling and sharing of user data to outside parties. Now with Apple’s iOS 14 rollout, we are yet again being reminded why first-party data-which keeps this information between a website and its users-has become increasingly crucial to digital marketing strategies. Learn how DataQ allows your first-party data to seamlessly connect to email service providers and digital ads platforms.

The world of advertising on social media platforms is constantly changing and one size doesn’t fit all. As an agency, our top priority is to keep up with platform changes and ensure all of our clients adjust their marketing strategies accordingly to maximize returns and maintain efficiency. We guide our clients to succeed by using the most accurate data, following the newest best practices, and refreshing ad creative. It is important to remember that the way to measure success on each paid social platform always changes and will continue to evolve, but taking the right steps quickly will allow your business to grow continuously with less/shorter disruptions.

The post Apple’s New iOS 14 Update and Its Impact On Advertising appeared first on Power Digital Marketing.

Core Factor #1: iOS 14

June is the first full month post the launch of iOS 14’s major user privacy and data use update. It can take about 6-8 weeks for an update like iOS 14 to be fully integrated into the user experience as adoption happens over time. As more users start to adopt this new operating system, we can expect weaker performance across all platforms (not just Facebook.) Balancing privacy and allowing users to maintain control of their own data, while still providing them with relevant content can help mitigate some of this poor performance over time. One great way to do that is utilizing Facebook Conversions API. 

Core Factor #2: Analyzing Year Over Year Data Correctly

While it’s natural to want to compare year-over-year growth, we would recommend analyzing that data with a large grain of salt this month. Last year at this time, we saw industry-low CPM’s, whereas this year we’re seeing a rise in CPM’s across the platform. Comparing year-over-year performance will only feel more daunting with each of these shifts at play. 

Core Factor #3: Seasonality and the Impact of COVID

Other causes that have indirectly impacted performance pertain to current consumer behavior patterns. As consumers are re-emerging into society following the COVID-19 pandemic and lockdown, they’re looking to travel, go to restaurants, and attend social events, thereby spending less time at home and next to their computers. 

June is typically a slower month year over year. And, compiled with the fact that the world is opening back up and traveling is experiencing a huge boom, consumers are excited to shop in person and it’s having a direct impact on online shopping. This year, we’re seeing an even greater year-over-year dip, an average of 20-50% less compared to last June (and that’s taking into account everyone shopping online at the same time last year.)

Additionally, inflation and slow economic growth due to COVID is also playing a role in the larger general consumer landscape. When prices go up due to inflation, price points might suffer, demand might fall due to increased prices and as a result, sales could see a decline. It’s more important than ever to maintain a distinct understanding of unique selling propositions and remembering why an investment in advertising and marketing is key to combating these tumultuous times.

Recommendations + Next Steps

Experience has taught us that while it can be tempting to overcorrect when you see performance declining it’s important not to panic and take a step back to analyze all elements of data available to you. Start with looking at whether the drop you are seeing on Facebook correlates with an overall drop in business or if it is truly a channel-specific issue. From there, you can better diagnose the large issue at hand. 

Similar to the beginning of COVID-19, now is not the time to turn off prospecting for a short-term ROAS increase. Don’t lose sight of what has always been true: you need to continue to drive new users into the funnel. Your prospecting campaigns need to be dialed with timely creative that reflects today’s environment, not one from a month ago. Gone are the days where work-from-home messaging is going to resonate. The world is opening back up so make sure your creative reflects that. If you are struggling to quickly turn around assets, leveraging timely influencer content is a quick way to get new creative out the door that fits the tone of today. 

We will continue to update this post in the coming weeks as we continue to review performance trends. 

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