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Solomon Cormier

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What You Thought You Knew About YouTube Demographics

Posted by Solomon Cormier on January 25, 2017 at 10:04 AM

YouTube can be a tricky platform for marketers to understand and engage. In some ways, it functions a lot like a social media platform — and yet it's also the second-largest online search engine, after YouTube's owner, Google.

Thanks, in some part, to its early rise and popularity among younger consumers, YouTube has a reputation for serving a younger audience. Content geared toward millennials often seems like a natural fit for YouTube. As for content targeted to baby boomers? Many marketers would say there are better channels to reach that demographic.

However, new research into YouTube demographics shows that these audience assumptions are way off base. Here's a look at the numbers, and what it means for brand marketers.

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Topics: Video Advertising

Cord Cutters: How Marketers Can Incorporate This Trend

Posted by Solomon Cormier on December 14, 2016 at 10:04 AM

It's official: "cord cutters" and "cord-nevers" (the industry nicknames for consumers who either no longer subscribe to cable TV or never have) are more than just a niche group. A 2015 Pew Research Center survey found that 19 percent of adults in the 18-to-29 age range have become cord cutters, dropping cable or satellite TV service, and another 16 percent of those surveyed have never had a traditional subscription-TV package. Clearly, these are some staggering statistics, and while some marketers may feel a bit uneasy looking at this trend, there's no reason to hit the panic button, as there are some practical ways marketers can still reach and influence this demographic.

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Topics: Video Advertising

Increasing Website Traffic With Broadcast Advertising

Posted by Solomon Cormier on October 19, 2016 at 11:07 AM

There's no doubt that we're living in a digital world, but old habits die hard. Traditional broadcast media advertising is alive and well, and it can be instrumental in increasing website traffic. A recent IAB report found that for 78 percent of adults, watching TV is no longer a standalone experience. In fact, two out of three smartphone owners multiscreen while watching TV. A further 24 percent of users said their online multitasking behaviors are directly related to what they're watching on TV. Clearly, broadcast media like TV and radio can positively impact the traffic to your website. Here's how they drive online activity and how you can take advantage of them in your own campaigns.

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Topics: Integrated Marketing

Is Your Online Presence Losing Second-Screen Leads?

Posted by Solomon Cormier on September 14, 2016 at 1:51 PM

Today, more than ever before, viewers are turning to second screens for more information about what they're watching. If your online presence doesn't complement your broadcast ad strategy, chances are good that you're losing leads you've worked hard to generate. Squaring your online presence with your radio and TV leads could mean a huge win for your company.

Fifty percent of Americans with online access second-screen when they're looking at video content (including that on TV) — and a whopping 88 percent of millennials admit to engaging in this seemingly absentminded activity, according to Consumerist.

Of course, many of these people are flocking to social media to share their feelings about their favorite characters, but eMarketer reports that more than half of US internet users are still watching TV commercials. What's more, 62 percent of consumers who paid for a product or service advertised in a TV or radio commercial researched online before buying.

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Topics: Integrated Marketing

10 Types of Video Content Your Brand Should Produce

Posted by Solomon Cormier on August 1, 2016 at 1:12 PM

If you're a brand marketer trying to create compelling content to reach a larger audience, you should consider producing original video. With more types of video content becoming available to brand marketers, it's proving increasingly valuable in driving engagement and conversions. According to Hyperfine Media, video content on a landing page can increase conversion rates by 80 percent, and 92 percent of mobile video viewers share videos on social media.

While it may not be practical to produce all these content types at the start, brands should aggressively test their video content options to discover what works best. Check out these 10 types of popular content:

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Topics: Video Advertising

Local Digital Marketing: Are You Missing a Huge Opportunity?

Posted by Solomon Cormier on June 24, 2016 at 10:58 AM

When you're crafting a local digital marketing campaign, you may find yourself working mostly on specific elements like key phrases, search engine optimization or search engine marketing. There are certainly benefits to committing your time to improving a single part of your strategy, but when you focus too closely on one digital component, you could be missing an opportunity to use the power of traditional media to boost your digital marketing campaign.

While traditional and digital media might seem to be diametrically opposed, these two marketing strategies can actually work together in an interesting and effective way.

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Topics: Digital Marketing Strategy, Integrated Marketing

Seasonal Advertising: It's Not Just for the Holidays

Posted by Solomon Cormier on June 17, 2016 at 11:02 AM

If you think seasonal advertising is all about the holiday shopper, think again. The summer season can actually help you promote your business, especially if you're in a field related to the changing temperatures, like a garden center or an HVAC company. No matter what your business, if you experience seasonal highs and lows, here are some tips to help you capitalize on the season's trends.

Sponsor the Weather

Whether you're advertising on TV or online, running an ad around a forecast means you've got the attention of an audience interested in what's happening outside. As the temperatures rise, so will interest in products like frozen yogurt shops, tanning beds and air conditioners. A recent article in Marketing Land shows that some 50 percent of consumers research purchases on computers, while a majority (67 percent), still buy in-store. In other words, the path to purchase is complex. Linking your brand with a consumer who is already interested in a core aspect of your business gets you over the hurdle of distraction.

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Topics: Premium Display and Banner Ads, Digital Marketing Strategy, Mobile Optimization and Advertising, Integrated Marketing

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