Tag Archives: Internet marketing

Marketing To The Middle

I watch a fair amount of news programming. I guess maybe I need something to keep my blood pressure sky-high or something to justify my frequent yelling when there aren’t kids on my lawn. I don’t really think it matters which side of what issue you’re on these days. There’s always a panel “discussion” (since I guess yelling at one another now constitutes discussion) somewhere on the dial that hits all the talking (yelling?) points on each side.

There isn’t any doubt in my mind that we live in a highly-polarized place. Everything is either a 1 or a 10 when it comes to our feelings – there is very little middle ground. That said, I think that one lesson we can learn from the current environment can be exceptionally useful when it comes to how and to whom you market your products or services. No, I don’t think you should yell. I do think, however, you should focus on the middle. Let me explain.

As I was watching MSNBC, which is more liberal-leaning that some outlets, I saw an ad for a book about the so-called Deep State. I’m well aware that the term is often used by right-wing pundits to talk about opposition to the current administration. While the term actually has no political right or left leanings, the title of the book involved the “fight to save President Trump.” I’m not sure that many MSNBC viewers are ready to sign up for that fight. I’m also thinking that when the media buy was made, they looked at both news viewers and audience size as desirable targets. Hence the buy.

Look at the media you and your friends create on social media. I’m willing to bet that the folks who argue issues most vehemently are also unwilling to change their points of view. Has anyone ever won a social media fight? I haven’t seen it, but I have learned from it as well as from the example above and others. What I’ve learned is this.

Every product or service or issue has a core group of supporters. You often hear of a politician speaking to “the base.” That’s his or her core group and every product has one too (think about a brand you won’t change even if a competitive brand is half the price). You’re not going to change the base’s thinking. Every product or service or issue has people who are just as committed as the base but on the other side. This is the opposition. I won’t fly a certain airline no matter what, even if the fare is less and the schedule better. Marketing that brand to me is useless.

We need to market to the undecideds – to the middle. It’s easier to find those folks when the product isn’t a politician and that’s what we need to do. Basic demography won’t do it nor will broad assumptions about an audience. It involves digging and understanding a lot more than age/sex/geography. The undecided middle is where our marketing battles are won and lost. The question is how each of our businesses finds it. Any ideas?

 

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The First 15 Words

Humans generally read at a rate of about 300 words per minute. That works out to about 5 words per second. If those numbers are correct, you’ve already spent that long reading this far. Thank you! There’s a reason why I’m happy about it: you’ve stayed with me beyond the average length of time any of us have to grab someone’s attention.

Research from the Statistic Brain Research Institute found that 17 percent of pages are viewed for less than 4 seconds. It also shows that the average reader’s attention span has declined to 8.25 seconds in 2015 from 12 seconds in 2000. This is, as I wrote a couple of years back, is shorter than the attention span of a goldfish. And while I might be able to get half of you to read my short posts (I lose half of you at 111 words), only a quarter of you will stick with me to the end of a long (593 words) post. That’s why I rarely write a screed of more than 450 words.

Any of us who create content of any sort – ads, articles, videos, or whatever – need to be cognizant that attention spans are going down just as the number of things screaming for that attention go way up. That means we need to personalize our messaging wherever possible and to be sure that whatever messages we’re sending make sense. Be brief and make sure that those first 15 words count. If you have an offer, particularly if you’re giving the reader something, make that offer and give that gift up front. That chances of you earning some reciprocity (they’re giving you attention!) increase that way.

Attention is the currency of marketing and content. The ability to gain and keep that attention is extremely valuable. You’ve got less than 8 seconds and maybe only about 15 – 20 words to get it. Go!

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Death By 1,000 Cuts

When I was in the TV business, the most sought-after demographic was always young adults. While they often weren’t the key to the heaviest volume of product sales, it’s when we’re young that we build consumption habits and establish brand loyalty. Let’s keep that in mind as we look at some recent trends in media.

You’re probably not surprised to hear that cord-cutting – consumers ditching their cable or satellite TV subscription in favor of streaming and.or over the air services – has continued to accelerate. As the Techdirt blog reported:

MoffettNathanson analyst Craig Moffett has noted that 2016’s 1.7% decline in traditional cable TV viewers was the biggest cord cutting acceleration on record. SNL Kagan agrees, noting that traditional pay-TV providers lost around 1.9 million traditional cable subscribers. That was notably worse than the 1.1 million net subscriber loss seen last year.

They also noted that those numbers don’t tell the entire – and much worse – story. Those numbers report those who canceled an existing subscription. When you take into account the youngsters moving out of their parents’ houses or graduating from college and forming their own household for the first time, there are around another million “cord nevers” who are missed sales by the traditional cable and satellite providers. It really doesn’t matter what business you’re in. When you stop attracting younger consumers, you have a problem.

Why is this happening and how can we learn from it in any business? Techcrunch, reporting on a TiVo study, said that:

The majority of consumers in the U.S. and Canada are no longer interested in hefty pay TV packages filled with channels they don’t watch. According to a new study from TiVo out this morning, 77.3 percent now want “a la carte” TV service – meaning, they want to only pay for the channels they actually watch. And they’re not willing to pay too much for this so-called “skinny bundle,” TiVo found. The average price a U.S. consumer will pay for access to the top 20 channels is $28.31 – a figure that’s dropped by 14 percent over the past two quarters.

There is also the matter of convenience and personalization. Netflix, Amazon, and other streaming services do a great job in making recommendations and offering you programming based on your viewing habits. Has your cable operator done that for you lately?

We can learn from this. Cable operators who focus on broadband and “throw in” the TV offerings aren’t doing much better than those who don’t, since the overall out of pocket is sullied by broadband caps and other, often hidden, price increases that help the bottom line but only prolong the inevitable. It also just makes it easier for a lower-priced competitor to enter the market. I know enough about how the TV business works to recognize the issues with skinny bundles (it’s hard to offer channels on an ala carte basis due to contractual restrictions). We’re seeing more and more offerings that bundle channels outside of the traditional providers and that’s going to exacerbate the aforementioned trends as well.

What’s needed is a rethinking of the business model. Getting local governments to preclude more broadband competition isn’t a long-term solution (look at the wireless business!) nor it is the “free and open market” to which most businesspeople pay homage. Listen to your consumers and give them what they want, especially the young ones. Cord cutting isn’t some far off fantasy that naysayers have dreamt up. It’s here, and it’s killing you by 1,000 cuts. The rest of us can learn from this and, hopefully, not make some of the same mistakes. You agree?

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Filed under digital media, Reality checks

Marketing, Not Annoying

As the weather warms up (despite a blizzard rearing its ugly head), I start to get ready for the upcoming golf season. For me, that means ordering a supply of balls. I’m too cheap to pay full retail price for the high-end balls that I prefer so I usually order from one or more sites that feature “recycled” golf balls. These are often “one-hit wonders” that some hacker dumped in a pond or the woods and have been reclaimed for sale. High-quality, low-cost = great value, especially for someone like me, who is only going to donate them back to the golf gods in short order.

English: Golf balls.

(Photo credit: Wikipedia)

I placed an order last week for 100 balls. It was an easy transaction with good email communication throughout. It’s what happened over the next few days that is our topic today. You see, I’ve received an email from the site every couple of days, informing me about sales, coupons and other inducements to place an order. The issue in my mind is that I just did buy from them, and even I can’t go through 100 balls in a couple of days. This is symptomatic of a big problem for many brands. We try to use the very effective email channel to communicate and instead we use it to annoy.

Obviously, there is nothing wrong with trying to sell via email. Like other channels of communication, however, we can’t use it exclusively for that purpose. If customers are going to enjoy hearing from you, it can’t all be about “ME ME ME!” Providing information that’s helpful from the customer’s point of view is not announcing a sale on items the customer just bought a week ago. That is annoying.

What happened here is that one system – the sales system – wasn’t taking to another system – the marketing system. That might have been acceptable several years ago but today it isn’t. Even Amazon, whose systems are about as cutting edge as anyone’s, will show you remarketing ads for products you just bought. For example, I bought my daughter a snow blower in December through Amazon and yet I was seeing ads from Amazon for the same one I bought on Facebook. That’s not marketing – it’s annoying.

Put yourself in the customer’s position. You hate spam and you probably don’t like a constant barrage of “BUY THIS” emails either. Provide content of value – useful information that helps the customer. Doing so gives you permission to do the hard sell every so often. Don’t silo the various departments – make them communicate and integrate. And for goodness sakes, don’t be annoying!

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Smoke And Mirrors

I wrote last week about magic and distractions. Another magically-themed post today about the smoke and mirrors magicians use in their acts. That expression has come to mean something that’s deceptive or fraudulent, and a couple of pieces about the marketing business got me thinking about that term today. Even if you’re not a marketer (but who isn’t!), there’s something to take away.

One piece on Digiday dealt with ad-buying technology. You’re probably aware that the majority of digital ad buying (which will soon cover TV as well!) is done programmatically. No humans are involved other than to create the platforms on the vending end and choosing the ones to use on the buying end. The Digiday piece contains the following statements from an ad tech software developer:

I can say from first-hand experience that a lot of it is taped together stuff and nowhere near the sophistication that’s talked about…It is really easy to put up a website and mention “algorithms,” “machine learning” and a bunch of buzzwords. Nobody knows how that works. You can’t actually look into it, it is all just black boxes. But underneath, there is no real special sauce for a lot of these companies.

In other words, smoke and mirrors. Billions of dollars are spent this way and marketers are (finally) demanding to know how their money is really being spent. They’re turning on the lights and blowing away the smoke. Which leads to the second piece from MediaPost. It mentions “the terrible murky waters of rebates and contracts” and the same lack of transparency to which the other piece alludes. P&G is demanding more transparency, insisting that media agencies show that they are using providers that apply industry standards in measuring viewability and fraud. Ogilvy and Mather is reorganizing under a single P&L accounting structures for clients and thereby boosting transparency. Both of these moves are sending the magicians home.

We all need to ask ourselves about smoke and mirrors in our businesses. We need to challenge sources behind reports and assure ourselves that what we’re reading or hearing is rooted in fact and not someone’s fiction. A good practice outside of business too, don’t you think?

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Digging Into The Cart

One thing our digital age has given us is the ability to measure and understand what is going on in our businesses. We can learn even more by layering research on top of the data so that we understand not just the “what” but also the “why.”

A piece of research from Episerver has done that with respect to consumer shopping behaviors and their expectations for brands. While the study is focused on online commerce, I think many of the data points it surfaces apply into other business segments as well. Let’s see what you think.

The primary finding is that 92% of consumers will visit a brand’s website for the first time for reasons other than making a purchase. Of shoppers visiting a website for the first time, 45% are searching for a product or service, 25% are comparing prices or other variables, and more than one in 10 are looking for details about a physical location. A third of consumers who visit a brand’s website or mobile app with the explicit intent of making a purchase rarely or never complete checkout. Further, 98% of shoppers have been dissuaded from completing a purchase because of incomplete or incorrect content on a brand’s website, underscoring the need for descriptive, accurate content.

When consumers are prepared to make a purchase on a website or mobile app, the report found 60% go directly to the product page for the item they’re looking for. Another 18% look at sale items first, and 7% seek out customer testimonials before anything else.

What does all of that mean? In a word, engagement. Your ability to engage the consumer is key because the odds are that unless they feel engaged they’re not coming back. The fact that the overwhelming majority of first-time visitors are NOT there to buy points to an opportunity. How can you serve the real reasons why they’re there? How can you provide them with the information they need (accurate content, easily visible sale items, obvious, verified customer comments, etc.)

Hopefully, this is yet another piece of research that falls into the “duh” category. Most of the findings point to actions we should take that are just common sense. They’re the way we’d all like to be treated when we put on our consuming hats, aren’t they?

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Filed under Consulting, Helpful Hints

Not As Pretty As A Picture

I used to have an occasional disagreement with a few of our sports TV producers back in the day. They were often reluctant to include certain sponsor things in the program, whether it was signage, a sponsored feature or adjusting the graphics to be sure the sponsor’s name and logo were a bit more prominent. Their complaint had to do with the aesthetics of the program and I certainly respected their point of view. That didn’t, however, prevent from reminding them that we were a commercial television entity and our jobs were to make commerce, not art.

I was reminded of that as I read some data on the importance of user experience. Clutch and Brave UX conducted a study of heavy Internet users – defined as those who use the Web for 4+ hours per day – to get a glimpse into how these Internet users interpret the user experience  of popular websites. They asked about why people use the sites and how user-friendly the sites were. What they found is interesting although not particularly surprising.

In response to a question about how important certain factors are in the decision to keep using the site, the top factor was the site’s content. 94% said that they kept using the site because they found the content valuable. Right behind it, however, was the site’s ease of use. 93% of users cited that as important. Far fewer – 66% – cited how the site looked (the website is beautiful or attractive). It’s a good reminder that we’re making commerce and not art. A pretty website that’s unusable is a waste of money. Moreover, in my mind, a site that’s not designed with a great analytics implementation behind the world-class user experience is also a waste.

I’ve had clients who have spent hundred of thousands of dollars on a great looking site that’s fairly useless from a business perspective. Purchase funnels that can’t be tracked properly, no site search and the use of multiple subdomains were all wrapped in a gorgeous – but useless – package. We don’t need everything to be pretty as a picture. We need it to be valuable content presented in a highly usable manner, one that can be measured and improved upon. Make sense?

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