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Tag - online marketing

Is All Publicity Good Publicity?

We’ve all seen those marketing campaigns that went, oh, so very wrong. They’re often around to clog up our social media feeds for a couple of days, garner some negative attention, and then they die off.
But the real question for marketers is: how damaging was the campaign to the brand?
We’re taking a look at whether or not all publicity is good publicity, and whether you can expect to recover from a serious popular culture blunder.
Everyone’s Goal: Good Publicity
Logically, no marketers set out to epically fail when it comes to their latest marketing campaign. One company — Dollar Shave Club —ran that risk but nailed it when it made a promotional video filled with swear words (something most marketers would never do).
The Dollar Shave Club is a subscription service that delivers men’s razor blades. The video that we’re talking about featured Michael Dubin, the startup’s co-founder. It cost roughly $4,500 to make and within a week it had three million views.
In this case, the video greatly helped grow Dollar Shave Club’s brand — even though the swearing may have been offensive to some. They started their own YouTube channel, and they now have two million subscribers to their service. Unilever were so not offended that they paid $1 billion to buy the then 5 year-old start-up company.
But not every attempt at twisting humour is so successful. One hugely controversial example is the Protein World campaign that has marketers divided.
Walking the Line: Good or Bad Publicity?
The now infamous Protein World advertisement appeared across London Underground stations. It featured a model in a bikini and the tagline, “Are you beach body ready?”
The relatively straightforward ad led to a huge ‘body shaming’ backlash and marketers today still can’t determine whether running an ad that’s so controversial is a good idea.
Protesters gathered a petition calling for the ad’s removal and collected more than 70,000 signatures. The campaign even collected it’s very own hashtag – #everybodysready – that took off on social media channels.
According to Protein World, they think the ad was a good move. They maintained that they did not mean to imply that everyone should look like the model, and they became a household brand name. They also claim the ad resulted in 30,000 new customers and an extra £2m in one week.
Maybe the ad drove sales, but it’s a very fine line to walk as a marketer when you disregard public opinion in order to generate leads.
You’re Doomed: Bad Publicity
Sometimes, you just can’t come back from your mistakes. They can’t all be spun into something positive like Protein World’s controversial ad.
When Carrie Fisher, the world-famous actress died, Cinnabon tweeted an image that generated a hugely negative backlash from social media.
The baked goods brand posted a drawing of Fisher as her best-known character, Star Wars’ Princess Leia, with her famous hair buns replaced with Cinnabon’s trademark cinnabon product. They commented “RIP Carrie Fisher, you’ll always have the best buns in the galaxy.” The backlash was enormous. And in this case, there’s no public proof that the campaign increased Cinnabon sales.
The problem with these types of campaigns is that hindsight is 20-20. How do you know when you’re producing something that it will be seen as funny, middle-ground or widely negative?

Guidelines You can Follow
While predicting the outcome of sarcastic and cultural campaigns is next to impossible, there are some guidelines you can follow.
First, promoting news to people who aren’t likely to become clients or customers, just for publicity’s sake is almost never worth it. In the event that it creates negative public relations (PR), you might end up reducing traffic to your website.
If the outlet or medium through which you’re distributing doesn’t have the best reputation, you can harm your reputation by association. You can control this by posting your content on your own site where you can take it down if needed — just be prepared to take the full brunt of the backlash should the campaign turn out to create negative feedback.
No one knows your audience and your customers better than your brand. Use your best judgement when it comes to generating the best publicity to help your organization stay successful.
 
Image Sources:

Huffington Post
CBS News

Your Biggest Digital Marketing Opportunities in 2017

We did it: we made it one more rotation around the sun, which means that it’s time for annual industry predictions roundups.
We’re most interested in what we can expect as digital marketers, and what will make brands the most successful at growing their content audiences and consumer bases in 2017.
You’ll probably hear a lot of the same things—content is still king, social is still growing, and marketers are looking forward to the future of virtual technologies, but we’re here with some actionable items that you can use today to kick off your wildly successful 2017 digital marketing strategy.
Use video to capture your audience’s attention.
In 2016, we almost heard about nothing else but video marketing. That’s because it works. The use of video as a content medium for marketers to leverage is only going to grow.
Video adoption is increasing at a higher rate than any other platform simply because marketers are seeing a good return. According to Forrester, including video in an email leads to a 200-300% increase in click-trough-rate (CTR). Not only that, but one minute of video is equal to 1.8 million words as it relates to content value.
It also gets you in front of more consumers than other types of content—According to ComScore, 45.5% of users viewed at least one video online over the course of the month.
The impact of video is growing—but let’s talk about the elephant in the room. It’s expensive to create quality produced videos for marketing purposes. The trick isn’t to max out your budget to make as many videos as possible, but to use your budget to make the highest quality, largest lead generating videos you can, even if you release them less frequently.
Genuine testimonials are a huge SEO opportunity now.
Testimonials definitely aren’t a new concept—getting your successful customers to talk about their experiences with you publicly will be key when it comes to marketing strategy success.
But it’s no longer adequate to just gather as many reviews as you can. Now, testimonials can be coded so that search engines recognize them as genuine, meaning they’re even more valuable than ever.
The more reviews on your website, the better your search engine optimization (SEO) will be—and they should be everywhere, including home page, contact page, and any other page in which a quote is relevant.
Wearables are the newest emerging market to reach consumers right now.
As marketers, we hear a lot about the future of artificial intelligence (AI) and virtual reality (VR) when we talk about trends—but these mediums aren’t large enough yet to give you a realistic ROI. ‘Wearables’ is the new medium you should be focusing on right now.
In 2016, 72% of the US population owned a smartphone. Smartphones aren’t going the way of the mixed tape anytime soon, but wearables will start to catch up in popularity very quickly.
Industry experts predict that by 2018, the global wearables market will reach $19 billion. A lot of people will have jumped on board the wearables bandwagon, and the medium won’t be saturated with content.
Consider adding a wearables marketing strategy to your 2017 planning, for an opportunity to reach a new set of customers with little competition.
Augmented reality is coming back.
Remember Pokémon Go? It seems like it was a flash in the pan in 2016 when it started, and then quickly died out. The success of the augmented reality game means it will be coming back—whereas this latest game was just a test, its success means there’s a huge opportunity for the gaming market, and therefore for marketers as a segway to the virtual reality environments of the future.
2017 is your opportunity to experiment with augmented reality campaigning, partnerships and lead generation from a medium that’s still brand new.
If you’re going to get ahead this year, you’ll need to be looking towards all sorts of technologies of the future.
Whether it’s video, SEO, wearables or augmented reality, the world of marketing campaigns is taking a step towards some futuristic mediums, which means it may be time to rethink how you’ll reach and influence your customers this year – and beyond.
Image Sources:
Shutterstock

Time to Get (Digitally) Active!

Australian small business owners, we need to talk.
About what you may ask? Well, it’s a little awkward but there’s something I really need to tell you.
You need to be active online.
Don’t be mad. I know you have a million things to do. I know you think this internet thing is all too hard. And you probably know lots of people like you that who also think this online marketing is a waste of time.
Which makes them and, hate to say it, you wrong, deluded, misguided and completely out of touch. And that’s being nice.
The most recent Australian Bureau of Statistics figures show that only 41.6% to 44.4% of SMEs have an online presence. That compares to 97% of large companies.
If you were smart – which you have to be to run a successful small business – you’d see this as an opportunity rather than a problem. On average, most of your competitors are missing out on building their brand, engaging with current and potential customers and positioning themselves as thought leaders.
And the good thing is that it doesn’t cost a fortune to get involved. In fact, with a little imagination and effort you can be online in no time.
So why am I going on about this? Your business has survived so far, what’s the rush? I always like to answer that by suggesting that you look at your own online behaviour. See how many of these sound ‘familiar’ to you: research restaurants, possible illnesses, movies, potential partners, latest celebrity news, check your bank balance, pay your bills and get a new employee.
Heck, it would be easier to list what we don’t do online than to list everything we do.
So isn’t it time to commission a new website, or to start regularly emailing your customers, or create a Facebook page? How about starting a blog and writing regular posts. And while you’re at it you’re only a few taps away on your smartphone from recording videos to post on YouTube. All of which will in all likelihood find itself to the internet’s big bopper.
Google is used by Australians 6 million times every day to search for goods, services and information. According to a Fleishman-Hillard study 89% of consumers search for information online before making a purchase. I’d wager that a fair few of your current or potential customers make up those numbers.
So I guess the final question is “WHAT ARE YOU WAITING FOR????”
Being active online is simple but it’s not easy. It takes consistent work, dedication and focus. But think of the competitive advantage! And hard work? Pffftt, you’re not scared of hard work, right! For your sake you have to be in it. Run to your nearest computer or smartphone and start!
Now.
 
The Message is brought to you by Tick Yes – providing solutions for all your digital and content marketing needs.
Images Courtesy: www.unziptheweb.com, www.digitalbusiness.gov.au

Keep it Simple Part 2 – A Business’ Perspective

The last post discussed the decision making process and the over abundance of information we’re exposed too every day. But what can your company gain from knowing about how people pick and choose?
In Part 1, we discussed how information overload can have a negative impact on the ability to make suitable decisions that will fulfill your needs. Shady companies could probably see all kinds of possibilities in this fact, but your company offers the best product/service out there, right? Not engaging with your company would be the WORST of decisions, wouldn’t it? This is why you need to keep things simple for the sake of your customers (and your business).
So how can you do this? Not only are you competing with other companies, but your information is also competing with other information. Some of it may be correct but a lot of it is, unfortunately, just bias or misinformation. Lesson number 1 – be honest! There, that’s not so hard is it?
There are a number of ways people cope with too much information. They can for example:

        Prioritise; now this one is a no brainer. Organise the information by relevance;
        Limit themselves; set limits for how much information they gather;
        Escape; remove distractions to be able to process the information properly;
        Filter; simply concentrate on the most important information, leaving out the rest.

You may see a pattern here. Relevance is king. In order for your customers to find you, your information needs to be appropriate. This is why “creating quality content” has become a mantra in online marketing; your information needs to be number one at the top of the search results.
For those of you who scrolled back up to the title – yes, you are still reading “Keeping it simple: Part 2”. The thing is; keeping things simple is not simple at all, at least not for companies. The next approach to take when trying to keep things simple for your customers is to make it easy for them to find you, and nowadays, getting on top of Google is a way of doing that.
Right, work away at SEO and content, what else is new? Chances are that customers have already found their way to your website and your next concern is how to keep them coming back. With that in mind, here are some other tactics that you can do to simplify things:
–        Be transparent; your customers know how to get a hold of information about your company. Spare them the extra work by providing it yourself – this way you can set the story straight from the start. Besides, an extra Google search may expose your customers to your competitors or a completely different solution to their problem.
–        Be YOU; your company may not be the market leader, therefore that simply means you have to work a little harder; devising something different about you that can be used to your advantage. Big is scary and we tend to root for the underdog.
–        Make your information easy to understand; this means having a clean website which is easy to get your head around (if you can’t navigate your website how do you expect your customers to?) and having several ways of contact, amongst others. Remember what we said about escaping? People escape distractions in order to process information properly – too many distractions on your website may have them break away from you altogether.
–        Offer the best customer service possible; another mantra and a hard one at that. You get what you put in and great customer service is a key factor to achieving company success. This way YOUR people answer the questions and provide the solutions, not some guy on an online forum (who maybe once fell victim to your BAD customer service). That being said, such online discussions cannot be avoided, therefore it’s important to be proactive and reduce the amount of disappointed customers.
At the very least, we’ve laid the foundations for you. Everything about your field makes perfect sense to you. But this is a reminder that you’re the expert at what you’re doing. It’s possible that your customers don’t have a clue, which is why keeping things simple will make them ever so thankful… and loyal.
The Message is brought to you by Tick Yes – providing solutions for all your digital and content marketing needs.
Image courtesy: vimeo.com, blog.experts-exchange.com