Thursday Thoughts On Advertising 4
Every Thursday we look at the trends/updates/interesting articles found in the Marketing + Advertising + Tech industry. Each submission is presented by a different MA+A employee and covers various topics applicable to our business. The following are professional opinions, summaries or both.
This week we’ll look at: Sales Strategy, The Millenial Advertising Connection, Branding, Snapchat vs Facebook & YouTube’s New Funnel Approach
Gaining Credibility Online See the article here
As a salesperson, bragging about your knowledge of the industry to a client during a pitch actually works against you most of the time. A more credible way of doing this is by providing value in the form of meaningful content and the best way to do this is by having a presence on social media/online. By gaining credibility online you are already seen as a thought leader before you even step foot in the prospect’s office.
THE MILLENNIAL ADVERTISING CONNECTION
Millenials & Advertising See the article here
A great study just released by Elite Daily on millennial consumers. They (millennials) believe they are not influenced by advertising and are certainly put off by interruptive marketing. They also want their content in an uninterrupted manner. They are also very sincere about what they want from brands and how they interact with brands through many different channels. This is not just a product or service transfer relationship anymore, it’s about making a real connection.
Be Your Brand. See the article here
In a nutshell, this article speaks to a phrase that I find myself constantly using in my day-to-day conversation, “It’s not what you’re saying, it’s how you say it”. Regardless if you are selling dirty socks, or you’re are talking to a loved one, you must find a way to tell your story in a way that is genuine & convincing. The only thing that is unique is you and your story.
SNAPCHAT -VS- FACEBOOK
Snapchat May Give Facebook A Run For Its Money See the article here
Snapchat released their self-serve ad platform last year, and more recently enabled conversion and attribution tracking. They’re rapidly becoming much more sophisticated in their measurements and campaign options, while Facebook is on the decline in both areas. With the data privacy scandals, Facebook’s attribution is allegedly less reliable and their targeting options are going away. Besides all this, there’s perhaps the most important point: Snapchat is still cheap, Facebook gets more expensive every day.
YOUTUBE'S NEW FUNNEL APPROACH
YouTube Campaigns Move From A Top Of Funnel to Full-Funnel Approach. See the article here
For years, advertisers have contemplated whether to invest advertising dollars into YouTube video campaigns due to low direct conversions attributed to their efforts. Google has taken note of this and has made vast improvements in targeting and campaign structure that will allow for YouTube to be effective in all aspects of the sales funnel.
There are a lot more opportunities than there once were. From new metrics such as brand lift measurement, all the way down to TrueView for action campaigns, combined with an intent-based audience and call to actions make for an even more targeted approach. Advertisers who have abandoned this tactic need to do their research and utilize all capabilities for a full funnel approach that can drive cost-effective conversions.