Targeting an Event with Digital? What You Need to Know

Icon_Geo-Fencing.jpg

Event based targeting is becoming extremely popular among digital marketers, mainly because it gives you an opportunity to have a presence at the event, even without a physically being there. But event targeting is not a one-size fits all strategy. Depending on what is capturing event attendees’ attention, different digital tools should be utilized to effectively market your business.

Targeting concerts, auto shows, or festivals? Go social. Think about how the person at the event is engaging online. Are they uploading pictures to social media, checking in online with friends, or posting a status of what they are doing? Then target them with newsfeed ads on social media like Facebook or Instagram with calls to action like “call now,” “get directions,” “message,” or “learn more.”  During more socially driven events, people aren’t just browsing online, so you have to reach them where they are posting.

Targeting a work convention, or vendors at a show? Go IP. Work conventions tend to have laptop bound professionals who are hopping on the free wifi to get online. With IP Targeting you can reach these people through the convention’s IP addresses or through the IPs of surrounding hotels and serve them an ad whenever they are browsing online.

Is targeting people post event important? Go Mobile Conquesting. With Mobile Conquesting your ads are placed on mobile apps and mobile web browsing sites within the area you want to reach.  This is done through a process call “geo-fencing” or targeting a specific (often small) target geo, like an event, to try and serve ads to people within the virtual fence.  You can then “geo-retarget” those attendees after the event is over and continue to serve them ads on their mobile devices. 

Event is over? Is there any way you can get back in front of that audience? Yes, with a digital marketing technique called Geo-Framing. Geo-framing goes back in time to previous events where we have captured people’s mobile Device ID’s, mapping those to their homes, and showing them ads now. If any ad was served to a person at the event, we can capture the Unique Device ID of that smartphone. It’s important that you only geo-frame an event up to six months in the past otherwise the data becomes compromised as people change their mobile devices and data changes.

Not all digital marketing techniques are created equal. In order to be the most effective, you must put yourself in the attendees’ shoes and think about how you would interact with the internet, then target them accordingly. 

Facebook's latest change may mean more paid news feed ads for your business

Facebook Changes.jpg

Facebook announced on January 11th that they are doing some further “tinkering” with their algorithm which has implications for businesses that post organically to their Facebook Business Page.

In short, Facebook gives priority to personal interactions in what it shows to people in their own news feed. Posts made by businesses are considered “third party” posts and are less desirable, they say.  The head of its News Feed team, Adam Mosseri, elaborated on what this means for Facebook Business Pages.

“Because space in News Feed is limited, showing more posts from friends and family and updates that spark conversation means we’ll show less public content, including videos and other posts from publishers or businesses. As we make these updates, Pages may see their reach, video watch time and referral traffic decrease. The impact will vary from Page to Page, driven by factors including the type of content they produce and how people interact with it. Pages making posts that people generally don’t react to or comment on could see the biggest decreases in distribution. Pages whose posts prompt conversations between friends will see less of an effect.”

He also went on to state quite clearly, “Using “engagement-bait” to goad people into commenting on posts is not a meaningful interaction, and we will continue to demote these posts in News Feed.”

Facebook is an advertising platform and they don’t make money from showing your free business posts. So as Ad Age said in 2015, “Increasingly Facebook is saying that you should assume a day will come when the organic reach (to your page fans in their news feed) is zero.”

Last week Ad Age commented on this newest algorithm change with the equally succinct statement, “Facebook…will de-emphasize the importance of shares and likes. Facebook says it is interested in ‘meaningful interactions’.”

For businesses this latest announcement means that more than ever, if you want to reach people on Facebook (and you should) you need to do paid news feed ads and not rely on posting to your Facebook Business page.

There is a reason that Facebook is expected to take $1 out of every $10 spent on ALL forms of advertising in 2018, and 23% of all digital advertising…Targeted ads (when done correctly) on Facebook, Instagram and Facebook Audience Network, get results for small to medium sized businesses!

What are small business marketing trends for 2018?

As this year closes and a new one begins, small business owners are seeking strategies that can help them remain competitive and relevant.  They are analyzing past tactics and campaigns and determining where and how to spend their marketing dollars.

Digital is absolutely a significant part of marketing budgets and in a multifaceted landscape, Small Business Owners are looking for direction and simplicity. Over 1,000 small business owners were surveyed to learn more about their priorities and challenges, and here are the top 5 insights.

Trends.jpg
  1. Digital Marketing Success remains elusive to most small business owners. In fact, 46% don’t know if their marketing strategies work. 17% know their strategies aren’t working, and 37% say their marketing efforts are effective.
  2. 2018 is the year of social media marketing. 71% plan to use social media content to acquire customers, 75% will include Facebook in their social media strategy.
  3. Spending percentages for the top 3 digital marketing tools: 38% social media management, 30% SEO and digital ads, 24% website analytics
  4. Over a quarter of small business owners will try to get by in 2018 without spending more on digital marketing. So this means while 28% won’t increase their digital marketing budget, the vast majority will be increasing their digital spend this year.
  5. Biggest challenge for 2018: finding the time or resources for marketing. More than 1 in 5 small businesses report that their greatest challenge is finding the time to properly market their business.

I see enormous opportunities within this list. Starting from the top with the first insight, I find it unacceptable that 46% of small business owners don’t know if their marketing strategies are working. With the level of detail available in digital reports, owners should know exactly what is working for them. Reviewing monthly reports with clients and being a resource and partner is critical. Walking them through strategies and pointing out ROI is a major pathway to renewals. How do I know this? We at Vici are major believers in reviewing monthly reports and we are able to boast a 70% renewal rate. I feel there is a direct correlation here.

The second insight is not surprising, nor is the last, and I’m lumping them together on purpose. Why? Social marketing is crucial and effective, and it is also TIME consuming. If a major challenge is time and a major element is social, taking that burden off the client and running successful social campaigns is a massive opportunity.

As for insights 3 and 4 the opportunities are crystal clear. Digital budgets are rising, and the dollars are being applied to Social, Ads and SEO. This is a no brainer. Bringing these elements into all of your marketing conversations will allow you to determine needs and present solutions in all three of these categories.

The differences between Geo-Targeting, Geo-Fencing, Geo-Framing

You may have heard about a new tactic that’s becoming popular with advertisers seeking to reach people on their mobile devices…It’s called by some Geo-Farming. It’s also referred to as Geo-Retargeting. Why can’t everybody in the digital ad game agree to call things by the same name? Let’s save that for another day!  What is Geo-Farming/Geo-Retargeting?

Well there are a lot of “geo” terms when it comes to digital advertising, so let’s take a look at each:


Geo-Targeting:  This is delivering ads to people who meet specific targeting criteria AND who enter inside of a defined geographic area (city, zip radius). It hones in on specific consumer targeting criteria like demographics, behaviors, interests, keywords, AND where the person is located. So you are NOT showing the ads to EVERYONE inside the geographic area you have designated, they must ALSO meet the targeting criteria. This marketing tactic can be utilized to reach people on mobile phones or across all devices.

Geo-Fencing: Refers to drawing a virtual fence around a location and delivering ads to ANYONE who is inside that fence. For example, you could Geo-Fence a neighborhood, an event, business locations, even competitor locations. It uses a device’s global positioning system (GPS) or Internet Protocol (IP) address. Ads can be served on computer, tablet, or mobile devices as potential customers are browsing the web. Most people when they are referring to Geo-Fencing are looking for a very tight radius around a location. A misconception with Geo-Fencing is that once inside the fence you receive push notifications, or text messages to the device, which is not accurate. What Geo-Fencing does instead is show ads to the person inside the Geo-Fenced radius, if they are browsing websites or on apps that have ad inventory available.

Geo-Retargeting or Geo-Framing:  This tactic is just done on mobile devices and is a method of capturing mobile device IDs of users who have entered a defined geographic location (Geo-Fence), AND targeting them with ads after they have left the Geo-Fenced area, even if they never saw your ad while inside the Geo-Fence. For example, let’s say you are trying to reach homeowners. You could Geo-Fence a Home Expo Showcase and try to show those people ads during the event. However, many may not be actively browsing on their phones while there. Geo-Retargeting (Geo-Farming) enables you to reach those people after the event, by continuing to target them while they are at home or at work.

Ge- Retargeting Look-alike.png

Geo-Retargeting Lookalike:  With this tactic you can take your Geo-Retargeting a step further. In addition to following people after they leave the area you were Geo-Fencing and targeting them with ads, you can target those people’s neighbors and show them your ads as well. This is a great way to extend your message to people who are similar to those you were initially targeting.

How does Geo-Framing technology work?

Geo-Framing technology allow us to go back in time to previous events where we have captured people’s mobile Unique Device ID’s, map those Unique Device ID’s to their homes, and show those people ads now, across all devices.  It combines the best of aspects of Geo-Fencing and Household IP Targeting.

How does it work?

Venue Replay Process.png

If the event you are interested in targeting has already happened, but you still want to target those people, Geo-Framing comes to the rescue! As long as it is an event where Unique Device ID’s have been captured, it can be an event that happened up to 6 months ago! All you have to do is tell us the address where the event took place and the dates. We then let you know how many matches we have, and you can begin targeting those people.

How might a business use this type of technology? Maybe you want to target people who attended a home show, a sporting event, a fair, a concert, a convention – all of which took place months ago – no problem! Or maybe you want to target people who went to a shopping center on Black Friday and show them your ad – no problem!

How can we go back in time to target people from an event that already happened? We go through a four-step process to do Geo-Framing:

Who = Capturing unique device IDs. 

Where = Geographical coordinates (latitude & longitude) of that device.

When = A time stamp of when that device ID was captured.

Verify = Once verified and mapped to the household, your ad is shown on all devices – not just the mobile phone!

This is different from the other “geo” products so let’s review:

Geo-Fencing: Drawing a virtual fence around an area or location and showing your ad, to people inside that “fence.”

Geo-Retargeting:  Following people AFTER they leave the geo-fenced location and continuing to show them your ads.

Geo-Retargeting Lookalike:  Following people AFTER they leave the geo-fenced location and continuing to show them your ads as well as showing their neighbors your ads.

Geo-Framing:  To go back in time to previous events where we have captured people’s mobile Unique Device ID’s, map those Unique Device ID’s to their homes, and show those people ads now through the Household IP technology on all devices.

Geo-Fencing vs Geo-Targeting: What's the difference?

Digital jargon can be pretty confusing at times.  Many words can have different meanings and it’s important to dig further into their true definitions.  For example, keyword targeting could mean Pay-Per-Click, organic keyword display, or can even mean targeting keywords on your website to increase a websites SEO value.  See what I mean? Confusing!

Most often confused? GEOs!  I often hear the terms geo-fencing and geo-targeting used interchangeably but they are not the same product and should be used differently in digital marketing campaigns.  Let’s first start with their true definitions.

Geo-Fencing vs Geo-Retargeting.png

Geo-Fencing refers to drawing a virtual barrier around a location using your devices global positioning system (GPS) or Internet Protocol (IP) address, which is just like your virtual address.  Ads inside of geo-fenced areas can be seen on computer, tablet, or mobile devices as potential customers are browsing the web.  Technically, geo-fencing can be any size radius from a particular location, anywhere from a mile to state-wide.  But most people when they are referring to geo-fencing are looking for a very tight radius around a location.   A misconception with geo-fencing is that once inside the fence you receive push notifications, or text messages to the device, which is not accurate.   What geo-fencing does instead is show ads to the person inside the geo-fenced radius if they are browsing the web, to alert them of a local deal or the distance you are from a particular store location.

So how is geo-targeting different? Geo-targeting refers to delivering ads to people meeting a specific targeting criteria and who enter inside of a defined radius using the same geo-fencing location technology. The key difference is geo-targeting hones in on specific consumer targeting criteria like demographics, behaviors, interests, as well as where the person is located.  You often need bigger geos to do this since you are not showing the ads to EVERYONE inside the geo-fence, they must also meet the targeting criteria.

Both geo-fencing and geo-targeting can be done on mobile, tablet, computer, or even gaming devices with internet access.  When it comes to deciding which is best for your marketing, think of who your target customer is. If you are interested in advertising to a population of all ages and all interests, geo-fencing is perfect for you. If you are only interested in hitting only a specific consumer demographic that is more niche, then you should be doing geo-targeting.

How often do IP addresses change?

Household IP Icon.png

Household IP targeting is the perfect product to use when you need to target one-on-one to specific households and reach a very niche audience. This product works through a patented technology of matching IP addresses to a database of names and physical street addresses and displaying your display or video ads only to those households (or businesses). It works without cookies and cannot be deleted or blocked. We are able to stay connected to every household, every time they go online with extraordinarily relevant online ads.

One of the more common questions we get about Household IP targeting is “How often do IP addresses change?”

Research has found that many households that have dynamic IP addresses (meaning the IP address is randomly assigned and can change) actually have held the same IP address for multiple years.  We have found that the average household targeted by one of our IP Targeting campaigns has had the same IP address for nine months.

Even though an IP address is “dynamic” misinformed folks tend to take that as meaning your Internet Service Provider (ISP) is constantly issuing a new IP address to your house every time you go on line. This was the case when we were on dial up systems in the mid 90s that required a unique connection between the ISP and modem, and where an IP address from their available pool was provisioned as needed then removed upon disconnecting from the internet.

Today we have more constant connectivity to the internet. Most users do not disconnect their modems when not home or not in use. This change in use over the years has led to ISPs needing to keep a more consistent and live connection with a household modem.

Every 14 days there is a DHCP lease renewal that takes place that acts kind of like a handshake between the ISP and a household modem. If the connection is still valid the ISP will move on and not disrupt service via provisioning a new IP address. There are multiple reasons they do not issue a new IP every time this lease renewal takes place:

  • The removal and re-provisioning of an IP disrupts service to the household.
  • There are hardware and bandwidth costs to execute these processes. Then there are support costs to deal with the lapses in service when this takes place.

The beauty of our Household IP targeting system is that it adapts to the changing IP landscape via the ingestion of first party data (it ingests over 1 million first party records a second). When we have enough evidence indicating an IP address does in fact represent a household address we can move that pairing into our confidence interval that is at least 95% accurate. When an IP to a household changes, we have records indicating this to be the case, we then remove the pairing from our confidence interval until we have enough instances indicating this new IP represents the household.

Another often asked question is “Why can’t we match every household on a list to an IP address?”

Most common reasons include:

  • Some people don’t have in-home internet.
  • Some houses don’t have enough traffic for us to be able to get good data.
  • Some people’s IP addresses have recently changed and we don’t have enough data on the new IP yet.

If you have any questions about Household IP Targeting, let us know!

Is IP Targeted Advertising right for my business?

Maybe…Maybe not.  How do you know?  First let’s start with what IP Targeting is.  Many digital providers say they do IP Targeting but are referring to targeting small groups of IP addresses.  (An IP address, or Internet Protocol Address, is the string of numbers your internet service provider assigns to your internet connection).  That form of IP Targeting is really geo-targeting – targeting an area – like a neighborhood or a street.  What we are talking about when we say IP Targeting is the ability to target specific households by matching the street address of a house (or business) to that house’s internet connection which is why we call it Household IP Targeting.

buying_a_home_in_an_hoa_neighborhood_can_be_a_great_move.jpg

So back to the question – how do you know if your business should be using Household IP Targeting?  The first thing to do is decide who is your ideal customer base that you want to target.  Let’s say it is people who own homes worth $150,000+.  For that type of target, you could use a product like Advanced Behavioral Targeting where we can choose behavioral categories based on income, home value, gender, or age.  

Maybe you want to target people who are searching for words related to what you sell.  If that is the case, you could use Keyword Targeting.  Or, perhaps you want to target people who own pets.  That can be done by using an Ad Network of websites targeted to pet owners.  All of those examples are ones where the type of person you want to target is a broad group – that is not when you use Household IP Targeting.

Household IP Targeting is when you need to reach very specific households or businesses.  For example, you want to reach previous or current customers to upsell them, and you have a database of their addresses.  That database can be put through a matching process where we identify the IP addresses of households on that list and then only show your ads to those people.

Another example of when you would use Household IP Targeting might be when you want to buy a list of very specific people to target.  If your business wanted to target people who own a second home and are frequent vacation travelers – well that is VERY specific and would be a list that you would purchase to have matched for Household IP Targeting!

Household IP Targeting: How does it work?

The mail arrives daily in the usual way, but the mail that makes it into my house depends solely on who brings the mail from the mailbox.  While everyone usually brings in the bills, the rest is dependent on who physically carries the mail from the box to the counter.  Currently I’m tossing anything from car dealerships (my husband is always looking), any sports catalog (the number of cleats already in the garage is staggering), and any coupon/offer I don’t immediately need.  And when my husband brings in the mail? All the sports and car stuff makes the cut and my shopping magazines and catalogs immediately go MIA.

Want to reach the entire household instead? How about Household IP Targeting.

The problem with direct mail is you only get one shot to get to the right person, and it doesn’t rely on the marketing principles that make campaigns so successful: reach and frequency.  Household IP Targeting solves this challenge.

What is Household IP Targeting?

Household IP Targeting is the process of targeting internet advertising to specific households based on their Internet Protocol address (which is the string of numbers assigned to your internet connection by your Internet Service Provider).  It has the targeting ability of direct mail without the printing costs and mailing costs, and, instead of reaching a household once with a direct mail piece you could target a household 20-50 times in a month with a display or video ad – giving you the opportunity to reach your intended household member.

Household IP Process.png

How does Household IP Targeting Work?

Unlike most forms of digital advertising, our patented IP Targeting works without cookies and unlike cookies, IP addresses cannot be deleted or blocked.  You can stay connected to the household every time someone goes online and visit websites that display ads.  You can target one-to-one down to a specific household or business.   It works by using a technology of matching IP addresses to a list of names and street addresses and then displaying your digital ad only to those people on websites they visit across the internet.  Your ads reach the exact target household so you have zero wasted impressions or budget.

So who can you target?

You can target any demographic using any data list you have or any data list you purchase.  With IP targeting you can purchase highly specialized lists to hit the exact target audience who is a good fit for your products and services. You can also target conventions, trade shows, university buildings and dorms…the list goes on and on.

How do I know if I need Household IP targeting?

Are you doing any direct mail? Direct mail is expensive to create and easy to miss. Especially if the person in the household the message was intended for does not actually bring the mail into the house. Is your target audience super niche? With IP targeting you can define your list by age, income, gender, location and more. You can narrow your audience based on large sets of criteria which allows you to target anyone from new homeowners to renters. New parents, high-income households, and countless other demographics.

How is this different from Geo-Targeting: 
Geo-targeting uses groups of IP addresses to target an entire area.  But Household IP Targeting uses individual IP addresses to target specific households.  Think of it as sniper-like advertising reaching an exact target rather than advertising that blankets an area.

What are some examples and who is using it?

Colleges and universities consistently see success using IP Targeting to attract new students.   Schools can target homes where college-aged students are living with their parents and target those IP addresses.   Parents typically help the students decide what school to attend, and now colleges and universities can reach both the potential students and their parents all at once, dramatically increasing results.

Political candidates can reach specific households through their IP address and deliver their message to voters known to have voted in past elections.

Credit Unions and banks could target a list of people who have equity in their homes or existing customers who have bank accounts but not credit cards through their institution.

Automotive dealers can use their existing customer lists to entice previous customers to return to their dealership and take advantage of their most recent lease programs or perhaps target a list of people that have been to their service department but have not purchased a car from them.

How are results measured?

Monthly reports will measure clicks, impressions, click through rate, conversions, view throughs, top performing creative and in addition, we can do a “match back” report to show you exactly which customers came from your Household IP Targeting campaign.

Household IP Targeting: Digital Direct Mail for the Internet

Let’s be honest, how often to you get advertisements through direct mail and how often does that marketing piece end up in the recycling bin?  Here’s how direct mail stacks up:

Types of Mail.png

Just how much do consumers dislike direct mail?  51% of people have a negative/very negative reaction to receiving an advertising card or flier through direct mail. This is greater than the 44% of people who react negatively to receiving a bill.  People would rather receive a bill than an advertisement!

Instead of sending your marketing to the bin, there is a way to deliver relevant ads to potential consumers down to the household level, called IP Targeting.  IP Targeting uses sophisticated technology to focus internet advertising to households based on their IP addresses.   This will make sure that your ad will reach qualified prospects, as opposed to direct mail, which may never be seen by potential customers.

We can isolate individual households and show your display or video ads JUST to those particular households that you want to reach.  It’s direct mail for the internet!  You have all the benefits of direct mail without the cost of printing and postage. AND unlike direct mail, it’s not a one-time shot.  You can target your potential customer repeatedly and show them your ads.

What is Household IP Targeted Advertising?

IP Targeting- DM for Internet.png

IP Targeting is the process of targeting internet advertising to specific households based on their Internet Protocol address (which is the string of numbers assigned to your internet connection by your Internet Service Provider).  It has the targeting ability of direct mail without the printing costs, mailing costs and negative impact (did you know people would rather get a bill than a direct mail piece?).  And, instead of reaching a household once with a direct mail piece you could target a household 20-50 times in a month!

IP Targeting enables you to target unique users at a specific household or business location.  It works by using a technology of matching IP addresses to a list of names and street addresses and then displaying your digital ad only to those people on websites they visit across the internet.  Your ads reach the exact target household so you have zero wasted impressions or budget.

Our patented IP Targeting works without cookies and unlike cookies, IP addresses cannot be deleted or blocked.  You are able to stay connected to every target every time they go online and visit websites that display ads.  You can target one-to-one down to a specific household or business.  You can deliver extraordinarily relevant online ads only to your target.

Who can you target?
Anyone!   You can use any data list you have or any data list you purchase.  You can target conventions, trade shows, university buildings and dorms, hotels, airports…the list goes on and on.

How is this different than Geo-Targeting?
Geo-targeting uses groups of IP addresses to target an area.  But IP Targeting uses individual IP addresses to target specific households.  Think of it as sniper-like advertising reaching an exact target rather than advertising that blankets an area.

Who uses IP Targeting – who does it work for?
IP Targeting works for any business who desires to reach a very specific audience with a relevant message.   Here are a few examples:

Colleges and universities consistently see success using IP Targeting to attract new students.   Schools are able to target homes where college-aged students are living with their parents and target those IP addresses.   Parents typically help the students make a decision about what school to attend, and now colleges and universities can reach both the potential students and their parents all at once, dramatically increasing results.

Political candidates can reach specific households through their IP address and deliver their message to voters who reside there and are known to have voted in past elections.

Credit Unions and Banks could target a list of people who have equity in their homes or existing customers who have bank accounts but not credit cards through their institution.

Automotive dealers can use their existing customer lists to entice previous customers to return to their dealership and take advantage of their most recent lease programs or perhaps target a list of people that have been to their service department but have not purchased a car from them.

How are results measured?
Monthly reports will measure clicks, impressions, click through rate, conversions, view throughs, top performing creative and in addition, we can do a “match back” report to show you exactly which customers came from your IP Targeting campaign.

IP Targeting – it’s the next generation of direct mail!

 

 

Location-Based Mobile Ads are Exploding

So what are location-based mobile ads?

We do location-based mobile targeting with our Mobile Conquesting product.  Mobile Conquesting is targeting people on their mobile devices using a combination of geo-fencing (where someone is at that moment) combined with demographic and behavioral targeting to reach specific consumers.

Location Mobile Phone.jpg

The U.S. Local Advertising Forecast 2016, BIA/Kelsey projects location-targeted mobile ad spending to grow from $9.8 billion in 2015 to $29.5 billion in 2020, a 24.6% compound annual growth rate.

Who does this type of product make sense for?  Just about any business with a physical location:

• Retail Stores
• Automotive Dealers
• Restaurants
• Financial Services/Insurance
• Travel/Tourism
• Healthcare (hospitals, clinics, doctors’ offices)
• Attorneys
• Colleges and Universities
• Gas and Convenience Stores
• Clients who want to target around a convention or event

How does it work?

Mobile ads are placed across over 15,000 premium mobile apps and mobile websites all within your desired geo-fenced areas. We offer dynamically updated ads that show the user the distance they are from your location (or your closest location if you have multiple locations). We can do geo-conquesting down to .1 mile (500 feet) around your competitors’ locations, so that you can target their customers. We offer “expandable” mobile banner ad formats and in addition to geo-fencing, we can add layers of targeting categories matched to your customer profile.

Why is this so important and such a “hot topic” right now?     

“Several market factors are currently bearing down on the mobile ad marketplace—from Google’s moves to adapt to an app-based world, to the media consumption habits of millennials,” said Michael Boland, Chief Analyst and VP, Content, BIA/Kelsey. “These and other influences will require advertisers, publishers, agencies and ad tech players to rapidly innovate.”

Local businesses will absolutely want to have access to this type of digital adverting.  Using location based advertising allows local businesses to send highly personalized and very targeted messages to people in real time based on where they are. It allows businesses to speak to people in a way that is relevant to where they are and enables potential consumers to view relevant deals in the moment they are looking for them, and likely ready to purchase. It’s a win, win.

Mobile Marketing: Some must-know terms and how to use them

If you’re deciding to run a mobile-only marketing campaign you’re following a popular trend of many advertisers.  Attention is the currency of marketing.  Smartphones garner a lot of our attention and people spend a lot of time on the internet on their phones.  Earlier this year comScore broke down the highest users of mobile internet minutes in the world and Americans are not the only ones glued to their phones:

Mobile Devices.png

When planning a mobile campaign, the buying terms can often sound so similar it can confuse even the savviest marketer.  Here is a guide to know what types of mobile targeting are out there, and how they work:

  • Geo-Fencing is when you target people in real time while at a competitor’s or specific locations or brand name businesses and try to serve them the client’s ads – no targeting categories added in.  This means you hit everyone in this fence regardless of age, gender, income level, etc.   When doing this at a competitor’s location is can also be called Geo-Conquesting although it is the same as a geo-fence. 
  • Geo-Retargeting is when you target people who have been to a location you specify (i.e. a competitor’s location, an event, etc.) and serve them the client’s ads. We can geo-retarget people from ANY Location Category or Brand Category, or from any location you provide an address to.
  • Geo-Retargeting Lookalike is when we target people who are in the same areas/neighborhoods as people you are geo-retargeting. In other words, they are similar to the people being geo-retargeted. 
  • Behavioral Targeting is targeting people who have recently shown a certain behavior or are in a certain type of demographic in the last 30-90 days (i.e., Clothing & Retail Chain Shopper, College Student, Coupon Users, Expectant moms, In-market for Credit Card, Live sports fan, African-American).  There are thousands of behaviors in this category.  This can also be called Geo-Targeting, or targeting people in a certain area based on their past online behaviors. 
  • Location Targeting is targeting people who have recently been to a certain location or type of business or event in the last 30-90 days (i.e., Universities & Colleges, Shopping Centers & Malls, German Restaurants, Bachelors Degree, Certificate/Vocational Schools, New Cars Automobile Dealers, Kia New Car Dealers, Automobile Repairing & Service, Christian Churches, Pain Management, Beauty Salons, Casino, Music and Live Entertainment).  People in these categories can be Geo-Retargeted too (see above). There are thousands of locations in this category. 
  • Brand Targeting is showing ads to people who have recently been to a particular brand name store that we have in our database (i.e., McDonald’s, CVS, Target, Walgreens, Home Depot, Starbucks, Walmart, Lowe’s, Subway, Shell, 7-Eleven, Chick-fil-A, Best Buy, Kroger, Costco). People in these categories can be Geo-Retargeted too (see above).  There are thousands of brands in this category.

This is just the tip of the iceberg when it comes to learning about mobile marketing, but knowing these terms will help you formulate a solid plan.  And right before you hit GO on your mobile marketing plan, take one last look at your website and make sure it’s mobile friendly.  After all, the best mobile marketing campaign will fall down if the customer has trouble using your website on their phone.

 

 

Facebook Lead Generation Ads

Facebook recently rolled out a new product called “Lead Ads.” Lead Ads were designed to give people a fast, easy and privacy-safe way to sign up to receive information from businesses right from their mobile phone and without leaving Facebook. Consumers expect to be able to do everything from their phones and Lead Ads make it easy for consumers to signal a business and let them know they are interested in learning more about their products or services.

facebook Lead Gen Ads.png

Lead Ads allow advertisers to collect information from prospects directly from mobile ads. Instead of sending traffic to a landing page where people manually fill out a form and press submit, they click on the ad, their information (name & email) is pre-populated, and they hit submit. All within the Facebook platform.

Awesome, right? Lead Ads launched just a few months ago, and advertisers are already seeing tremendous success. Advertisers are receiving high quality leads, and at a fraction of the price.

For example, when Mazda switched to Facebook Leads Ads, they got 5X the number of leads compared to ads linking to their website, while cost per lead dropped 85%. Vacation discount website, Secret Escapes, used lead ads to make it easy for people to sign up for their email list directly from Facebook. Their cost per lead was 52% more efficient than other Facebook advertising, with twice as many sign-ups.  Fitness company, Peloton used Lead Ads to drive a 15% increase in leads compared to their link to their website ad campaigns, with a 67% lower cost per conversion.

Even though Lead Ads are already leading to excellent response, Facebook just announced they are adding new features that help businesses get even more out of them.

So what’s new?

Facebook Lead Ads are now available in the carousel format, enabling businesses to showcase three to five images and headlines before people click through to the lead form. Advertisers can use the carousel ads to provide details about and benefits of submitting their form.

Lead Ads are now available on desktop as well as mobile, making it easy for businesses to connect with people on any device.

What is Facebook Custom Audience?

We like to build campaigns with elements from all parts of the sales funnel. However, the most important piece to include is the retargeting element. This is because it is much easier to sell your products or services to existing customers, rather than to find new ones. One of the best new ways to do this, is to use Facebook’s Custom Audience feature. This allows for you to match your existing customers to their profiles on Facebook by using data you’ve collected such as name, email address, or phone number.

facebook custom audience.jpg

But wait! There’s more! Facebook has now allowed for multiple point matching, meaning that you can now match multiple points of data at once giving you an even better match rate. What does this mean exactly? Before, a custom audience was limited to matching a single data point, such as a person’s email address. This means that if your customer used a separate email for their Facebook profile than the one you have, you would not be able to target them. With multiple point matching, if that same customer instead listed his/her phone number, you would then be able to target him. This improves match rate dramatically, giving you the ability to target even more of your own customers.

So who should use a Custom Audience? Everyone! Any business or company who collects customer data can benefit from this awesome targeting tool. Facebook has seen success from a number of different companies such as a multi-media company, a food delivery service, and even an artisan photo book creator. Because this way of targeting is theoretically “retargeting”, the ROI is very high, since customers will already be familiar with our brand. If you are interested in creating a Custom Audience for your Facebook News Feed or Instagram News Feed campaign (or both!), all you will need to do is let us know, and send us your data list as a CSV or TXT. We will then check it with Facebook to get an idea of how many matches there are. It’s that simple!

Facebook Local Awarness ad for local markeitng

In an effort to help local businesses connect with people in their area, Facebook launched Local Awareness mobile ads. Local Awareness ads are a great way to find new customers by showing ads to people who are around your business location. These ads are great for bringing customers through your door because of their call to action features. You can have people easily call your business, get directions to your location, or have them message you if they have a question, all with the click of a button from your mobile ad.

Your Call to Action button options include:

Get Directions: Help people find your store from their phone—ideal for driving foot traffic.

Call Now: Get calls in one tap from your ad and speak directly to potential customers.

Send Message: Get private messages directly from your ad—great for generating leads.

Learn More: Send people to any page on your website or blog for more information

 

So what are some creative ways to put these ads to use for your business?

Reach people at events:  Let’s say you want to advertise at a sporting event or game, but do not have a huge budget to make this happen by advertising inside the event venue. We can target the events location and target people when they are there and are scrolling through their Facebook feed and sharing pictures!

Highlight promotions:  Tell people about a promotion or an offer, such as a happy hour or sale. Give people an incentive to visit your business.  These ads are a great way to connect with people within a certain radius of a store location telling them about a local promotion.

Help stores meet their sales goals:  Some franchise groups, to make sure they are using their marketing budgets efficiently, track sales at each location and then run ads for the stores that haven’t yet met their monthly quota. Local Awareness ads can help boost sales for those underperforming locations.

New store locations: These ads are also work well at highlighting new stores and encourage people nearby to go to grand opening activities.

Find the right people to attend your event: If you are holding an in-store event or promotion and want to target people most likely to be interested in your product or service, Local Awareness ads are the right avenue to find people near your location that fit the profile of the ideal customer you are looking for.

How does Facebook know what ads to show you?

Facebook Ads to Show.jpg

The way Facebook determines what ads to show you is based a lot around the information you provide by your online activity. By using things such as your age, location, page likes, app use, and even data from the mobile websites you browse, Facebook profiles you into categories that advertisers can then use to target ads to you on Facebook.  If the ads you see on Facebook sometimes seem frighteningly specific to you, that’s because Facebook is constantly keeping track of your activity, determined not only by everything you do on Facebook, but also by your offline activity as well.

With a few key partnerships in place, Facebook also uses what you buy in real life stores to influence and track the ads you see.  Through combined data, they have an idea of what you like, where you shop, and what you buy. It sounds a bit crazy, but do not be alarmed!  This practice is actually much older than many people realize. Facebook combines the information from data collection companies like EpsilonDatalogixAcxiom, and BlueKai with information they have about you. Through things like store loyalty cards, mailing lists, public records information, and browser cookies, these companies already collect information about you. For example, if you buy a bunch of frozen pizza at a grocery store, and use your loyalty card to get a discount, that information is cataloged and saved by a company like Acxiom.

Basically it comes down to this:  your online and offline activity combined- determines what kind of ads you’ll see. Of course, a lot of complex math and algorithms are in place to actually produce this data, but much of it comes down to how much information you are making public—whether you’re aware of it or not—that makes the system work. In theory, it does this to make targeted ads more relevant and specific to you.

Facebook does break their targeting categories out into subcategories including DemographicsInterests and Behaviors.

Demographics are used to reach people based on things such as education, employment, household, financial, income, language and lifestyle.  To take a look at how specific the targeting can get, let’s look at education as an example. Demographics could answer questions such as:

  • What’s their education level? (Associate degree, college graduate, Master’s degree, Doctorate degree, high school grad, in grad school, in high school, still in college, professional degree, some college, some grad school, some high school, not specified)
  • What was/is their field of study? (Business, Marketing, Finance, etc.)
  • What school did they attend? (High schools, colleges, graduate school etc.)
  • What years were they in undergrad? (Select a range of years people graduated)

Another great example could be moms. Demographics could target not only are they a mom, but what type? (Big-city moms, fit moms, corporate moms, green moms, moms of pre-school age children, moms of high school kids, new moms, soccer moms, stay-at-home moms, trendy moms, sports moms)

Interests reach specific audiences by their “interests” and this is where things can get really interesting, because you can type in just about any brand, place, or topic and target those users if the audience is large enough.

This category includes: apps they use, posts they share on their timelines, and pages they “Like.”

Not surprising, the Interests section includes the most targeting options. There are tons of categories, with even more subcategories. The category breakdown is as follows:

  • Business and Industry
  • Entertainment
  • Family and Relationships
  • Fitness and Wellness
  • Food and Drink
  • Hobbies and Activities.
  • Shopping and Fashion
  • Sports and Outdoors
  • Technology

Behaviors are used to reach people based on purchase behaviors or intents, device usage and more. Typically this data is acquired by Facebook from third-party data collection companies. Like Interests, there are many, many Behaviors and even more subcategories to target. Some examples of Behavior targets and subcategories:

  • Automotive: What kind of vehicle do they drive? What cars are they interested in? New or used? Buy or lease?
  • Charitable Donations: Do they donate to charitable organizations, and if so, which ones?
  • Digital Activities: What Internet browser do they use? Are they console gamers? Are they early or late technology adopters?
  • Financial: Are they likely to invest? Are they likely to be high spenders? Do they have multiple lines of credit?
  • Mobile Device User: What brand of mobile device do they use? Are they smartphone or tablet owners?
  • Purchase Behavior: Do they use coupons? Do they shop from department stores or luxury stores? The kinds of products they heavily buy: clothing, toys, house goods?
  • Residential Profiles: How long have they lived in their home? Are they likely to move? Have they recently borrowed money to purchase a home? Are they renters?

These are just a few examples, but you can see, Facebook uses many ways to target, all in the hopes of showing the consumer, relevant, useful ads, which is what makes it such a powerful advertising tool.

Top 5 Reasons you should be using Facebook for advertising

facebookadvertising_fidkye.png

For small businesses, posting on Facebook just isn’t enough anymore. On average, only 2% of your fans will see one of your posts on their Facebook page (socialbakers.com).  Many businesses have heard about the importance of using Facebook to grow their business – but they are not sure where to start.  Do your clients still need convincing? Here are the top 5 reasons businesses should be advertising on Facebook.

1.)   Facebook has a massive audience

Worldwide, there are over 1.79 billion monthly active Facebook users (Facebook MAUs) which is a 16 percent increase year over year.   Whatever industry or niche market your customer may be in, chances are that a good percentage of your target audience will be on Facebook.  As reported by Wall Street Journal, FB ads revenue for 2016 reached $5 billion from $3 billon. That’s a whopping 52% growth.   FB ads will increase by another 57% based on the 2016 Social Media Marketing Industry report.

2.)   The Targeting Options for Facebook Ads are Endless

Facebook has almost endless targeting options – so extensive that there really is a category for everyone and everything.  Facebook uses online and offline data to profile consumers and show the most relevant ads possible.

Of course demographics are used to target people, but the real value comes in the behaviors and interests categories that are available.   By getting this hyper targeted, you could catch your customer at the perfect purchase point in the sales funnel.  Facebook advertising works to find the right audience of people that are most likely to become your customer.  With so many targeting options available, you can ensure your client that their budget is only being spent on the most relevant audience to them to help them grow their business.

3.)   Easily Measured Performance

As every seller knows, the most important question you get from your client is: “What am I getting out of this?”  With Facebook advertising, you can clearly see what you have spent and what results it has provided.   Metrics really are the backbone of Facebook, so the good news is, you can easily show your client ROI.  You are able to show:

·       The total number of times their ad was show (impressions, reach and frequency)

·       The number of clicks or additional actions people took, such as comments, shares, likes

·       We can also add container tags to the campaign to measure conversions and view thrus on your clients website

4.)   Facebook Has the Most Engaging Ad Units

Facebook has invested in a ton of research to see what ad units get the best results.  After getting a lukewarm response from their right hand column ads, Facebook developed newsfeed ads, which are native ads that appear in your friends and families newsfeeds.  Then they upped their game even more by introducing carousal display and video ads.  Carousel ads encourage users, particularly mobile users, to scroll through the entire ad, which most people surprisingly do. In fact, Carousel ads are 10 times better at getting people to click through compared to static sponsored posts on Facebook.   Because static Facebook posts and carousels cost exactly the same, a marketer should always choose to run a carousel ad.

5.)   Custom Audience and Lookalike Audiences

Facebook offers a feature called Custom Audiences that enables businesses to connect on Facebook with their existing contacts. This is great for businesses to get in front of current customers and reinforce their brand – especially since these particular people have already shown interest.  You need a minimum of 500 emails addresses and phone numbers to reach your audience.

Lookalike audiences allow businesses to expand beyond their current customer list but still target people with highly specific profiles – by creating audiences that look like their current customer profiles. Facebook finds you the top one percent of users with similar traits in your target area.