Be In The Know Blog

Navigating the Consumer Buying Process in 2016

Posted by Alyson Phillips on July 13, 2016 at 1:12 PM

The retail store is no longer the one-stop shop it was in the past. Consumers have no shortage of options when it comes to shopping, and it's not just brick-and-mortar stores versus online: Smartphones, tablets, and desktop computers all offer their own advantages when it comes to shopping.

Consequently, few consumers stick to just one channel for conducting their shopping business, even when considering a single product. In fact, a Marketing Land survey shows that 90 percent of shoppers actually use smartphones for shopping in stores. This behavior has cultivated a consumer buying process that is hard to track and even tougher to predict — but marketers are finding tech solutions that enable effective tracking from one channel to the next, and even provide options for leveraging this multichannel utility as an asset.

To succeed in 2016, brands can't ignore the ever-shifting presence of consumer activities. Instead, it's critical to anticipate this sort of behavior and build a marketing strategy that accommodates this new approach.

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Topics: Mobile Optimization and Advertising, Social Media Marketing, Integrated Marketing

Curbing Ad Blocking: Is an Acceptable Ads Policy the Answer?

Posted by Linda Hansen on July 5, 2016 at 2:01 PM

Among the many reasons consumers seek out ad blocking software is the drag that slow-loading ads place on browsers. However, according to a report in Digiday, Google could be exploring the idea of creating an acceptable ads policy that would cut back on how much data ads require and how long they take to load. But could an acceptable ads policy really change consumer behavior?

It All Began With a L.E.A.N.

While this new initiative has impressive scope, this isn't the first time such a policy has been created in response to ad blocking. As Marketing Land notes, last year, the Interactive Advertising Bureau (IAB) announced its L.E.A.N. (light, encrypted, ad choice supported, noninvasive ads) program, which was intended to address some of the tech concerns that had been fueling the growth of ad blocking — such as autoplay and flashing ads. But, as Digiday points out, the IAB's program is not enforceable, so it only works if many advertisers and publishers subscribe to its standards.

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

Tips for Testing Brand Awareness

Posted by Alyson Phillips on June 30, 2016 at 2:56 PM

Traditional advertising placed brand recognition at a premium. Digital marketing has expanded the possible goals of ads in today's commercial landscape, building direct channels for conversions and offering a myriad of other benefits that can be used to build a case for ROI.

But the value of brand awareness itself is just as important as ever — it's why a company like Apple doesn't even have to put its name on its billboards to effectively advertise a product. Consumers see the ad content and understand where it's coming from. Not every company can have such influential awareness at their disposal, but any brand can use consumer recognition as a measure of their success within a specific market.

The first step is testing that brand awareness, and there are several effective ways to figure that out.

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Topics: Digital Marketing Strategy, Mobile Optimization and Advertising, Social Media Marketing, Analytics

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

Local Digital Advertising: The Ins and Outs

Posted by Zuri Stanback on May 26, 2016 at 2:01 PM

Local digital advertising makes it easier than ever for SMBs to match the presence of national brands. Even companies that have never advertised before are taking advantage of its ability to deliver prime customers at point-of-purchase.

Just one slice of this market — location-targeted mobile ads — is expected to grow from $8.5 billion last year to $26.7 billion in 2020, at which point local digital advertising spending is expected to capture 43% of mobile ad spend in the U.S., according to MarketingCharts.

But before you jump in, here are a few things you'll want to know.

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Topics: Mobile Optimization and Advertising, Integrated Marketing

3 Ways Digital Video Advertising Is More Powerful Than You Imagined

Posted by Chris Finan on March 7, 2016 at 11:22 AM

A 2015 survey found that even though banner ads continue to be the top ad format heading into 2016, many agencies and clients are looking to grow their ad portfolio by ramping up the usage of video formats in the coming year. According to Marketing Land, native and video were regarded as the top mobile ad formats for 2016, with 44 percent of marketers who responded to this survey citing the ability to present content in a less intrusive way as their main reason for preferring these formats. However, digital video advertising goes beyond this benefit and is a medium that marketers are just beginning to scratch the surface of. Here's how marketers can use video to introduce themselves to consumers, build trust and then ultimately get the conversion.

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Topics: Mobile Optimization and Advertising, Video Advertising

Using Audience Targeting to Reach Supermom

Posted by Ashley Williams on February 24, 2016 at 1:48 PM

Being a mom in the 21st century is a tough business. Stay-at-home moms, working moms and even work-at-home moms are facing increasing demands and pressures on their schedules. As marketers, it can be tough to reach a demographic that is seemingly always on the go and checking things off her to-do list with rapid-fire efficiency. While supermoms often power through the day with laser-focus, marketers can use audience targeting in a way that feels familiar, meaningful, and doesn't interfere with busy schedules. Ignoring the group just isn't an option. Moms are often the key financial decision makers in the household, according to a report by ClickZ

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Topics: Reach Extension and Targeting, Mobile Optimization and Advertising, Social Media Marketing

The Download on Tampa Digital Marketing Trends

Posted by Claire Hobby on February 12, 2016 at 10:36 AM

In Tampa, digital marketing trends are creating new opportunities for small and midsize businesses. Thanks to advances in GPS technology, users can find and interact with brick-and-mortar businesses like never before. This can lead to increased profits for business owners who are ready to experiment. However, if you don't have a background in new technology, it can be difficult to know where to start. Here are some tips for Tampa Bay Area businesses.

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Topics: Reach Extension and Targeting, Mobile Optimization and Advertising, Social Media Marketing, Local Listings Management

Improve Your Mobile Search Rank in 5 Easy Steps

Posted by Quiana Wright on January 20, 2016 at 1:29 PM

Google's recent announcement that mobile search accounts for more than half of search engine traffic around the world means that your website's level of "mobile-friendliness" will alter its mobile search ranking. According to reporting by Business News Daily, Google only required website owners to optimize for better viewing on smartphones and tablets prior to recent changes to their algorithm. Now, other factors, such as readability and mobile-friendly software, are being taken into consideration when it comes to ranking your site.

Knowing what that means for your website can be tricky. For a small business owner, Google's own checklist for building a mobile-search-friendly site can initially seem frustrating since some of its suggestions include costly solutions, such as building a new website from scratch or working with a developer.

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Topics: Responsive Design, Search Engine Optimization (SEO), Mobile Optimization and Advertising, Content Marketing

How Holiday Shopping Micro-Moments Can Make Your Christmas Very Merry

Posted by Alyson Phillips on December 11, 2015 at 9:22 AM

Holiday shopping season is upon us. With it comes the pressure to increase conversions and boost sales across digital channels. One popular trend that has been gaining traction in recent months is the idea of seizing upon "micro-moments" — that instant when customers pull out their smartphone to find out more information about a product or business with an immediate desire to make a purchasing decision. Harnessing holiday shopping micro-moments could be the key to really making an impact on your small business's bottom line this gift-giving season.

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Topics: Mobile Optimization and Advertising

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