What’s Hot In Digital Marketing?

Posted on: December 11, 2013 by in Uncategorized
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bigstock-Business-Cartoon--Cartoon-Bos-40111732Remember the “good ole’ days” when you could get clicks for 25 cents on Google paid search? It was Hot! It was the same for organic search engine optimization (SEO). Write a few articles, do a few links and you could get to the top of Google. Hot hot! And Email? ROI so big it set the e-world on fire!

Those who saw the opportunities and took action saw profits balloon. Those who waited? Many are struggling now to get any ROI whatsoever.

 

That Was Then…

Those same paid search clicks might cost you $10 today. And you can spend countless thousands on Search Engine Optimization and with one wave of the almighty Google magic wand, you could see it all disappear…overnight! That’s risky business. Literally!

And we all know what happened with email. Too many unscrupulous marketers dipped into the rectangular can of their favorite meat analog (SPAM) too often and ruined it for everyone.

That’s not to say there aren’t opportunities in all of those areas but its like fighting over crumbs compared to the early days.  The cats out of the bag and everyone’s doing digital marketing now so its getting extremely competitive.

I think of digital marketing like buying stocks. Startups are where the biggest opportunities are. But unlike risky venture capital, the downside with digital marketing is minimal because of the ability to test before rolling out a campaign. The Best of Both Worlds. But you have to get in early.

And believe it or not, digital marketing is changing even faster now so if you see an opportunity, don’t blink or you’ll miss it. The bottom line is if you want to stay out in front and keep a competitive edge, you need to stay in the forefront of digital marketing.

 

Big Data

So back to what’s hot now. In a word, data. BIG Data! Surely, you’ve heard the term. Yep, privacy is dead. The powers that be know everything there is to know about you and, more importantly, every one of your customers and best prospects too. While that’s bad news for privacy advocates, its great news for businesses. Why? Because the data aggregators are willing to sell that data.

We now have the opportunity to buy digital ad impressions with data attributes. Huh? Let me explain. Its similar to Google Adwords except, instead of just bidding on search terms, we can laser target our audience.

So if we want to show an ad only to females between 25 and 35 in zip code 52164, that make at least $100,000/year, drive a luxury vehicle and have searched for real estate within the last 6 months, we can do that (those are the data attributes). Not only that but we can bid on these ad “impressions” and the highest bid wins.

We can also bid on impressions on billions of websites including top national sites such as ESPN.com, MSNBC.com, Weather.com just to name a few which can give huge brand credibility. We can play where the big boys play! This was never a realistic option for small businesses until now.

Plus we get analytics to see how many people click on our ad, what day and time they clicked, which websites generated the most clicks, etc. But there’s more. Once they come to our site, we can put a tiny piece of code on their computer (completely legal) and then show them our ads once they leave and visit other websites. Not only that but we can show them ads based on the pages or products they viewed on our site. So if they viewed a 2008 Honda Accord when they were on our site, we can show them ads for that exact same car as they surf the web.

 

The Time is NowSlide-3

But here’s the best part: Although its growing by leaps and bounds, Real Time Bidding (RTB), as this media buying strategy is known, is still relatively new so competition is low at least in smaller local markets. This means that impressions (and clicks) can be had for cheap as compared to other digital marketing such as Adwords, SEO, etc. Larger, national markets are already competitive since the big boys like AT&T, General Motors, Verizon, etc. are investing massively in this technology. Why? Because they learn about big opportunities like this long before the typical small business.

Analysts are predicting continued growth for RTB of around $1.2 Billion per year into the foreseeable future….sort of like Adwords, SEO and the like back in their heyday.

The bottom line is now is the time to get on board the RTB train before it leaves town and you get left in the dust!

Call us at 219-670-6706 or  Contact us to learn more.

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