Crisis Mitigated: Social Media Manager Rescues Your Brand Identity, Proves She’s Worth her Weight in Gold
Any good business leader knows the first step in a crisis management strategy is always anticipate. Sure, now that we are in the midst of a crisis like no one has ever seen before, it is not helpful to draw attention to a weakness (like, maybe you never created a plan to manage a crisis in the first place). So I won’t go over all of the steps to take in crisis management that occur in the pre-crisis timeframe.
Assuming you have a crisis management plan or not, it is probably safe to say, by now, you’ve realized the importance of social media during a crisis. Communication is the lifeblood of effective crisis management. People want to be in the loop up to the second, from the moment they’re up brewing coffee. Give the people what they want! Consistent cadence, concise communication.
If you don’t already know who your audience is, or maybe you haven’t thought about it concretely before, think about this first. Who are they, and what tone and information are essential to them? Once you know who your audience is, commit (to yourself and your customers) that you will touch base with them publicly at least once a day during the crisis, plus as needed when any breaking news that affects your business or audience occurs.
When you have laid these parameters out, then you need to have a plan each day for the things that are critical for you to express to your follower base. Even if you’re thinking, “What could I possibly have to say to my customers each day?” believe me, there’s no shortage of appropriate things for you to share with them.
It’s the responsible and thoughtful thing to stay present in the conversation during a crisis. Then, when business does go back to usual in the future, you will have remained top of mind to customers throughout a time when you couldn’t necessarily be selling to them in the traditional sense. To further drive this point, they’ll also likely view you as a company that cares and is diligently serving their customers, no matter the conditions. Perhaps you could even convert casual customers to loyal customers for life based on your actions and communication in a crisis.
If you now understand that being vocal during a crisis is required, let me offer some tips and strategies you can use starting as soon as today! Like I mentioned before, you should commit to touching base with your customers once a day. What channel works best? That all depends on who your customer is. Here is a handy table from the Pew Research Center that breaks down data of the use of different online platforms, as broken down by demographic groups.
So, for example, if your primary customer is a woman in her mid to late 20s, Facebook or YouTube would be worth your while. With your commitment to reaching out and touching base with your customers every day, maybe each day, you could record a short video (3 minutes or longer) to share with them any updated messaging that might affect them from your company. Fortunately, both Facebook and YouTube are channels where video is essential, so this example is slick!
Maybe you’re very well in tune with your customer base, and you know they live on Twitter. Get active in all of your chosen channels and promote to them that you will be live-tweeting and 100% focused on answering whatever questions they may have for you at the same time every day. A live-tweeting practice like this is a great way to nurture your relationships with authenticity!
Speaking of nurturing relationships, I want to take a moment to note that I understand this is an unprecedented time in history. I’m tired of saying that and I’m tired of reading it, hearing it and so on. With that said, if you hear from me during this pandemic and it is anything business-related, I hope you know that I am not here to pitch you. My role as the Social Media Manager for Purplegator is to create excellent content, develop and engage in the right conversations, and promote what’s unique and stellar about the company and all of our clients. I am not in sales. Never have been, and most likely never will be.
Should you want to check out Purplegator and tuck our info away for another day, that’s cool with me. If you need social media management (or any of our other digital services) and you would appreciate a more one on one conversation about it, connect with me, or message me. I will be happy to start any of those conversations!
Regardless of your business needs, I genuinely hope you got some nugget to save for later or maybe a gentle reminder of something you already knew to be true. Please stay safe and sane.
Should your businesses digital marketing efforts suffer during a time of global crisis? No. Here’s how to adapt your digital marketing to suit the times.
Our world is currently facing a huge challenge unlike anything most of us have experienced to date and there are major fears for businesses that they may not survive this economical downfall.
Knowing that Google still has a search volume in over 3.5 billion searches per day, has many businesses clinging to their digital marketing tactics to stay afloat.
Now is the time, more than ever, to sharpen your digital marketing skills, increase your knowledge in the multiple facets of marketing.
Doing this may help you to prevent a downward spiral of loss and the feeling of failure.
So the problem is, how can you utilize digital marketing and mobile marketing to its fullest potential during this critical time?
Here are 7 proven tactics.
- Adjust Your Services
Life before this current pandemic is completely different than the life we are currently living in. This means that how you were marketing before, will need to shift to target people’s present situation.
If your services were in person, you will have to shift them to a live stream. If you own a restaurant, start advertising take-out, online ordering, and delivery items to keep your customers happy.
- Keep Connected
More than ever, this is the time to let your skills and knowledge shine. If you have advice for others on how to deal with this situation, in a way that offers your unique skillset and services, get talking!
- Use the Right Hashtags
Social media use is more prevalent now than ever, so get noticed in the sea of posts by using the right hashtags for this time. Using hashtags such as #coronavirus, #socialdistancing, and #stopthespread to name a few will help you stay in the current feeds.
- Redefine Your Target Audience
Your audience and their pain points may have shifted massively in the last few weeks. Survival instincts are at an all-time high, and people are desperate for someone to help them with their pains.
You may need to redefine who your audience is and what they need during this time.
- See the Future
No one can predict the future right now, but using your best guesses is going to help you in keeping your business from flopping. Stay ahead of your competition by looking into how your business will be shaped by these events.
- Sharpen Up Your Skills
If your business was offering a service in person before, you must sharpen up your digital marketing skills to not fade away.
Learn how to create videos, use zoom, mobile marketing, and adapt to your current options to keep surviving.
- Local SEO
Transport, travel, and many shipping companies have either slowed down or stopped completely during this time. This means that it is your time to shine as a local business!
Learn More Digital Marketing Tactics During the Pandemic
Now is the time to roll up your sleeves and sharpen up your digital marketing skillsets. There are a lot of great resources and classes to help teach you new skills. If you don’t have the time to do some of this yourself, feel free to contact us with any questions, and we would be happy to help!
Are you a small business that uses Pay-Per-Click (PPC) advertising to market your business? Here are the top 5 PPC strategy trends that will dominate in 2020.
YouTube users watched 4,500,000 videos every minute of the day in the year 2019.
While these figures will go up in the year 2020, they are an indicator of the central role that social media plays in modern day paid advertising. The pay- per -click internet advertisement model is a result of this emerging popularity of online marketing.
As a small business, Pay-per-Click (PPC) internet advertising can change how you market your business.
Are you looking to ride on the influence that social media sites have in modern markets? Then you need to be aware of these 5 PPC strategy trends that will help your business to thrive in the year 2020.
- Pay-Per-Click Automation
Automation will be a significant PPC trend this year. Search engines will utilize emerging technologies such as machine learning to automate most of the labor-intensive tasks.
Search engines need powerful tools to segment and respond to the millions of requests received every minute.
The idea of having powerful tools working to segment possible audiences for your campaigns is fascinating. Automation will change how PPC works for the better.
- Artificial Intelligence
The emergence of AI as a future trend in many sectors of the economy has challenged the status quo in online marketing.
When it comes to PPC, Artificial Intelligence will generate a more effective advertising campaign for the business.
Artificial Intelligence will also enhance keyword optimization for your marketing campaign.
- PPC Strategy Trends will Involve More of Video Ads
More than 78% of online users watched videos online every week in 2019.
Viewers tend to remember more than 95% of the message viewed from video ads.
These statistics show the critical advantage that video ads will introduce for your marketing campaigns going forward.
- Responsive Paid Ads
The launch of responsive paid ads was a critical first step towards building more dynamic ways of reaching your target audience.
Responsive paid ads are among the PPC strategy trends that will revolutionize how businesses utilize base content. You’ll also get to enjoy greater flexibility for testing new ideas for your marketing ads.
Responsive paid ads also help you save time due to the short periods used to try out new concepts. You’ll also get to enjoy greater extents of continuous flexibility with more targeted ads and accurate segmentation.
- Smart Bidding
Smart bidding will take away the guesswork when dealing with Google ads. With smart bidding, the rates of conversion will be higher due to automation. This will lead to enhanced online performance.
With smart bidding, small businesses will also benefit from getting the best return on investment in their spending. You’ll also get to generate new leads for your products with a readily determinable cost per acquisition.
The Future of Online Marketing Depends on Pay-Per-Click
The world of paid advertising has evolved significantly over time with the introduction of new tools.
This innovation will help make your online advertising more dynamic and ensure that you reach more audiences. One of the critical changes that will have lasting implications on paid advertising is pay-per-click.
As a small business, you need to keep track of the trends in pay-per-click. With these five PPC strategy trends, your business will maximize the rates of conversion by attracting more clicks.
Are you looking for a consulting agency with a lead in digital marketing? Contact us for all your marketing needs.
And, what could be more relevant than reaching customers and prospects who have visited a specific location such as your store or your competitor’s store?
We’re Purplegator. And, we believe that the best way to find new customers, or to get existing customers to buy more, is to identify those individuals whose mobile phones have been to a certain location. We call this geoconquesting.
Now, we’re not talking about a zip code or a one-mile radius here. That’s not really what you want, is it? We are talking about getting down to the address level. Think of it as super-geotargeting!
At Purplegator, we can serve ads to those people when they are actually at the location, or we can look back up to six months for mobile devices that were found at that same location.
Some people may say that this kind of targeting is scary to them. But, as a marketer, you should love it!
Here’s how we do it:
We subscribe to numerous third party data sources that gather this type of information. Most of this location data is obtained from app installs on smartphones such as a navigation or weather app that needs to record your location. Or, it may be that flashlight app that you installed. Permission to obtain and sell this data is normally found in the terms and conditions.
Data collected is the device ID of the smartphone, the lat and long of the location they visited, and a time stamp to know when the visit occurred.
The great advantage of mobile data is that it is the user’s device ID that is being captured and device ID stays locked into a mobile phone forever. This is much more robust than cookie data on a computer that is often deleted by the user.
With device detection, we not only know where a mobile device has been, but we also know the dwelling of the user because the smartphone is found at that address in the nighttime. This enables us to not only target the found device, but also the other devices that are in the household or the user’s office. This is extremely valuable, because it enables us to target household members that likely have similar interests.
Imagine what this can do for your business. A retailer, for example, could look back to target previous visitors to its own store to attempt to sell them more or to winback their business from competitors. Targeting competing stores would put your advertising in front of consumers who are currently purchasing your products or services, but from another company.
Recruiters love the look back feature too. When hiring truck drivers, recruiters are actively identifying mobile devices found at truck stops or at the offices of competing trucking companies. Hospitals needing nurses can target the night shift at a nearby facility.
Trade shows provide a valuable opportunity for businesses to use the real time targeting to serve ads to attendees to drive traffic to your trade show booth.
There’s also an opportunity to target logical sequential location preferences. For example, an ice cream store could target visitors to the nearby movie theatre. A restaurant could target mobile devices at a college graduation to drive graduates and their families to celebrate with dinner after the event. A bar might want to target hockey fans with a special offer after the game.
Geoconquesting is the holy grail of mobile geolocation targeting. At Purplegator, we know where and how to find your best customers and prospects.
After all, Relevance Raises Response.
Watch Our Video on Geo-Targeting:
How did my campaign perform?
Introducing the Purplegator Dashboard for mobile display and banner campaigns.
“How did my mobile campaign perform?” With the Purplegator Dashboard, you can easily download a variety of data and metrics, charts and graphs into PDFs that can be printed or emailed. Most of the data can be downloaded into .csv files for further analysis.
Beyond the basic performance metrics such as total impressions, total clicks and click through rates, with Purplegator’s Reporting Dashboard you can do your own deep dive into various metrics including:
Performance – summary data within preset or your own selected date range
Ad format – which ad size delivered the most impressions and clicks
Frequency – the number of times an ad was delivered to a viewer.
Conversions – what actions did people take after seeing the ad? We highly recommend that you add a conversion pixel to your website so that you can measure post click and post impression conversions – actions people take after they see your ads
Creatives – which image delivered the most impressions and clicks? Providing creative in all 7 sizes ensures that your ads will fit the publishers’ requirements and will deliver properly on various devices
Geography – which location(s) delivered the most impressions and clicks
The designated geo for your mobile ad campaign can be the entire state or nation, your competitors’ locations, a sporting venue or a parking lot – anywhere your best customers and prospects are and where our technology can capture their device IDs.
Categories – what ad categories (sports, news, health and fitness, games, etc) had the most impressions, clicks and click throughs
Browsers- identify which browser someone was using when the ad was delivered (Internet Explorer, Chrome, Safari, WebView). You can also learn which operating system was being used: IOS, Android, Linux, or windows phone and also which devices accessed your ads – Desktop, mobile, tablet or connected TV.
Time and Day – Evaluate what time of day and day of week served the most ads.
Behavior and Interest – Discover what behaviors & interests drove the most engagement
Web Sites – see the sites where your ads were delivered.
To summarize: the Purplegator Dashboard allows advertisers an easy way to view and analyze various data and metrics for their campaigns and to share that data with others.
Purplegator is a Marketing agency with a mobile first focus, where we use online platforms, tools and technologies to help our clients target and connect with their very best prospects and clients. We’d love to talk with you about how you can use geo fenced targeted advertising to reach your best customers and prospects.
Facebook Business has long been the gold standard of the digital marketing toolkit. This article addresses the recent update of the “special ad category” and how it affects you as a marketer or as a business. This update was put in place on August 26, 2019 and includes these 3 categories:
The first question you will be asked when creating a new campaign is if your ad fits any of these 3 categories. So what does this all mean? Along with these new ad categories there are increased restrictions to avoid discrimination. These categories have subcategories to them and the rule of thumb is, if Facebook believes it’s even close to one category it will be grouped as such.
What are the new limitations?
The guidelines are as follows:
For ads in certain special categories, the following audience options are different or unavailable:
- Locations: You can target your ads to people by geographic location (such as country, region, state, province, city or congressional district), but not by ZIP code. Specific locations you select will include a 15-mile radius around that targeted city, address or pin-drop. For example, if you want to reach people in the city of Seattle, your audience will also include people within a 15-mile radius of Seattle’s city center.
- Age: You can’t edit this option. Audiences must include ages 18 through 65+.
- Gender: You can’t edit this option. Audiences must include all genders.
- Detailed Targeting: Some demographic, behavior and interest options are unavailable. Excluding any detailed targeting selections is also unavailable.
How this differs from original targeting on non special ad category pages:
For ads in certain special categories, the following audience options are different or unavailable:
- Locations: there were no restrictions on the locations, and you could target a radius of up to 50 miles per location. Zip codes were able to be used to segment different neighborhoods.
- Age: You could manipulate this targeting infinitely, it was a best practice to always comply with the rules as current, however previously it was not required.
- Gender: Previously you were able to segment which gender you would like to target.
- Detailed Targeting: This category is the biggest change that is causing the most trouble for marketers and businesses alike. Previously you could target by things such as, employer, job title, credit score, income level, down to such granular detail such as what kind of car the person drives. With the new changes there is only broad targeting options, mostly just interest based targeting such as people interested in construction, or people interested in trucks.
So what can you do?
There are still viable options out there! Given the limitations on targeting, it just makes other aspects of your advertisement that much more important. Ad creative, landing page experience, and ad copy really are significantly more important now. Only the first 3 lines of ad copy show up before it is truncated to save space. This illustrates just how important it is to get your point across much sooner in ad copy.
Special ad category lookalike audiences also provide another solution. If you have an email list, phone list, etc., you can provide them to Facebook and build an audience of those people plus the people Facebook deems comparable to your lists’ interests. That is simply why they call this a “lookalike” audience. Lookalike audiences are a tremendous tool that allows us to not only reach out to people who are already involved in your business, but also reach some people you may have missed!
TLDR. (Too Long Didn’t Read) : Facebook, in an attempt to eliminate discrimination, has implemented special categories for ads in housing, employment and credit. These ads will have higher restrictions on what they can target. There are still options out there to target and have success.
Free SEO Services with our Web Development
We are living in the age of digital and mobile. Your website serves as your front entrance through which many customers will pass. Our mission is to give you a professional online presence that will generally enhance your organization’s image and branding, as well as attract and acquire new customers.
Website Template Design & Development
All of our web design and development strategies are created to do the following:
- Provide project management and graphic design in the United States, but outsource some of the hard coding overseas for cost savings for you.
- Create a website and/or website templates that provides ease of operation to our customers so that a person without html skills can edit and update the site.
- Provide training, and even a video, discussing how to operate the site so that current and future employees can do basic site updates.
- Include keyword research, and consult with the client, prior to the design of the wire frame, so that all pertinent keywords are identified and targeted.
- Include basic SEO services during the build of the new website design. It’s always easier to include the SEO bricks while you build the new website than afterwards.
PROJECT MANAGEMENT AND COORDINATION PLAN
In order to develop a website that fulfills your goals, the web design and development work will take place in several distinct phases. The following indicates our general website design project management plan. Most of our web development projects can be completed in eight weeks or less.
Here, the scope, requirements, and description of the final website will be determined and documented, including the site goals, number of pages, site hierarchy, and SEO strategy.
Sketches, page mockups, templates, and wireframes are created that reflect the general appearance the look and feel of the new website. Once approved, website development will begin.
Creation and Coding
Purplegator will customize the site on its way to the final product. Basic SEO solutions will be added. This is a major differentiator for us, as most web developers don’t provide any SEO services. In fact, most web designers don’t know very much at all about SEO. At Purplegator, we provide basic SEO services as part of the deal!
Back-End Customization & Training
Customer will have an easy to understand back-end solution that will enable a non-programmer to make basic changes immediately and without contacting the provider and incurring additional fees. We will train you and we even will create a video so that you have it when a new employee joins your organization.
Website Review & Testing
Customer will test the site, sign-off on its completion, and Purplegator will make the site live. Final payment is now due from the customer. Any bug fixes discovered in the next 14 days will be corrected at no additional charge.
After programming of the website has been completed, we will set up a training session for all personnel on how to use the new WordPress content management system (CMS). While this is standard for most sites, we take it one step further by providing you with a personal video of how to update the site. We recognize that personnel changes and it is important that you don’t lose that knowledge when you have new employees taking care of the website.
See a sample “How To” video production here
Google doesn’t like static websites so we always encourage customers to create and maintain an updated blog. Each time you post to your blog, it will enhance your search engine rankings and will encourage the Google BOT to return more often to update your pages. Much of the training we provide to you prior to launch will be on how to write blog posts that leave nothing to doubt, including how to write headlines and sub-headlines, how to write effective copy, add title and meta tags, and how to optimize your images for fast loading and maximum SEO value.
Social Media Integration
Social media integration has become a standard offering and an important one for your website. It can be a lot more than just buttons on your social media sites. Consider adding a live feed of your social media posts to the website home page.
Documentation on Development
In addition to the video, Purplegator will provide a document that describes the development of each section of the website. This documentation will be in non-programmer English and will be easy for administrative and marketing contacts to understand.
It has become increasingly important for businesses and organizations to be ADA compliant. Take a look at our Purplegator.com site and you’ll see a purple figure inside a circle in the upper right of the site. This is what we provide for ADA compliance should you decide to include it. To provide ADA compliance also for blind citizens, you will need the advanced compliance plug at an additional investment.
As a mobile-first organization, we design websites for mobile first and then make them adhere to desktop. After all, that is the way that the world is moving. Responsive design will be used to ensure that your site works well on all size devices, including feature phones, smartphones, tablets, desktops, and even watches!
In 2015, we experienced a horrendous hacking and D-DOS attack of our customer websites. It was not a fun experience and we knew there had to be a better way. We found that better way when we moved the websites to WP Engine. WP Engine is a specialist in hosting WordPress sites. It reviews all site themes and plug-ins to ensure that they are not infected and it warns us in advance of any
vulnerabilities. Since moving our sites to WP Engine, we have had not issues of any kind! We highly recommend that we host your sites at WP Engine to ensure their protection, site speed, and up-time is top notch.
We are certainly fans of video for websites. Visit the Purplegator website and check out the great video production work we do here in The Swamp.
THE PURPLEGATOR DIFFERENCE: FREE SEO SERVICES
Purplegator understands that you can have the best website in the world, but if nobody knows about it, or can’t find it, what good is it?
A website should do two things well:
- Add credibility to the business.
- Generate new business.
Our websites will do both, because at the end of the day, it’s all about the additional sales your site brings you.
Search engine optimization is like building a house. It’s much easier to build in the SEO tactics when construction is going on than afterwards when you have to knock bricks out and replace them. That’s why we add standard SEO services during the
build process. There are lots of great web designers out there, but few have any knowledge of SEO and if your developers don’t know SEO, your business ultimately suffers from it.
The standard SEO services we will incorporate into your site are:
- Keyword research
- Competitive analysis
- Appropriate title & meta tag strategies
- Image optimization
- Intra-site links
- External site link building
- Social media integration
- Google Plus listing (if needed)
Why work with Purplegator? Here are some of the reasons:
- 30+ year history of providing interactive services to media, advertisers, agencies, and government entities.
- FREE SEO services with every new web design!
- American project management with significant savings by outsourcing some
development services overseas.
Want to get started with a new website design? Contact the Gators in The Swamp.
Our first account in russia!
Purplegator ranks on the first page for many “geolocation” type keywords such as “geotargeted mobile ads.” So, it was a great tribute to our SEO team a few years ago when I got a call from a business in St. Petersburg, Russia. The Russian company wanted to use geoconquesting to promote itself at an upcoming trade show in Frankfurt, Germany. One of the things that I’ve felt very fortunate about in my career has been the chance to see the world. This, however, was the first time I’d ever had a Russian customer!
Mobile marketing is pretty cool. We can be in Philadelphia and set up a trade show geoconquesting program in Frankfurt, Germany, for a St. Petersburg, Russia company! And, we can do it just as well as if the trade show event was in New York City! Small world.
What GDPR Means for Mobile Targeting
But, something changed on May 25, 2018 when the European General Data Protection Regulation (GDPR) took effect. No doubt, the way we used to do geolocation targeting in Europe had changed forever with the new data protection framework that shapes the often confusing GDPR regulations.
Like the Telephone Consumer Protection Act (TCPA), GDPR is not something to take lightly, even if you are a USA company. There are some significant fines involved if you violate GDPR. In fact, the maximum fine can be up to 4% of a company’s annual sales or up to $20 million euros.
GDPR grew out of the Data Protection Directive (1995) that the European Parliament passed into law. This was the first law that attempted to regulate how an individual’s data could used in Europe. Discussions on GDPR began in 2012 and were passed by the EU Parliament in 2016.
The Data Protection Directive protected PII (Personal Identifiable Information) such as an individual’s name, photographic image, email address, phone, and personal identifications. GDPR extended this to include “pseudonymous data” such as online usernames and mobile location data. This means that IP addresses and mobile device IDs, critical in identifying mobile advertising targets, are now protected under GDPR.
MOBILE MARKETING KNOWLEDGE COLLEGE — What is “pseudonymous data?”
Pseudonymous data is in between personal identifiable information and completely anonymous data. Pseudonymous data cannot immediately be used to identify a particular person. It can, with research, however, help to ultimately identify a specific person.
Goals of GDPR
The primary goal of GDPR is to protect Europeans privacy and give them greater control over how and if their data is being used. It also gives European citizens the following rights:
- Right to access their personal data.
- Right to request rectification if something is incorrect.
- Right to have al data deleted.
- Right to restrict processing of personal data.
- Right to make any data portable.
GDPR and geolocation Advertising
In the United States, Purplegator uses a variety of location data to enable marketers to target the “right customer, in the right place, at the right time.” Yeah, we know that saying is getting old, but it’s still accurate. Geotargeting involves collecting users’ location data, demographics, and interests, and then delivering mobile and desktop ads based on that historic or real-time location data. For example, retailers use geolocation data to target shoppers at competing stores or to up-sell customers that have previously visited its own store. Truck driver recruiting candidates are targeted after their mobile devices are identified at truck stops. Recruiting nurses is made easier by identifying mobile devices at competing hospitals.
Usually, the mobile location data is collected via a mobile phone’s device ID. Often, this happens when the consumer uses public wifi such as is available at many retail stores today. Device ID detection is a very accurate method of collecting mobile data, because it almost never changes. This is different than desktop cookies that are periodically deleted by the user.
Mobile device ID detection is provided by social media platforms that use geolocation identification. Or, it is provided by mobile app installs on a consumer’s smartphone that send location data back to the company. The company then sells this data to third party data companies who market it to demand side platforms (DSP’s) used in programmatic ad buying.
So What Can European Advertisers Do?
Under the terms of GDPR, it is our interpretation that “lookback” location data is indeed personally identifiable data. It is therefore prohibited in Europe by GDPR, unless consumer permission is given. In the EU, permission to access such permissions cannot be buried in the lengthy terms and conditions that nobody reads.
It doesn’t stop there. Personally identifiable information (PII) under GDPR also pertains to IP targeting, email targeting, phone number detection, and the aforementioned lookback data.
Lookback data, however, is different than real time data. While we can’t use lookback data to identify mobile devices that have been at a particular location in the past, we can still use real-time data to identify mobile devices that are within a certain geofence NOW. Hence, our trade show mobile marketing product would still be acceptable under GDPR regulations so long as we send mobile advertisements to the delegates while they are AT the event.
Looking Ahead to california
Effective January 1, 2020, the California Consumer Privacy Act will come into force. It will grant California residents many of the same rights that GDPR provides to Europeans.
You can read more about the California Consumer Privacy Act here.
Author’s Note — This is an educated interpretation of the GDPR regulations and how it may relate to your business or organization. You should always obtain your own legal opinion in matters such as this.
Digital Advertising Terms & Definitions
A/B Testing: A method used to compare different versions of digital ads or website landing pages in order to determine which one performs better. A typical A/B test for ads involves running the two ads simultaneously and then measuring which version gets a better response from the audience.
When running an A/B test, only one element of the ads should be changed at a time. This is because the goal of these tests is to determine which variables generate the best responses from the audience. Once a winner is selected, it is then used as the next control and compared with another version to isolate and identify, the ad element that causes the audience to respond favorably to the ad.
Above-the-Fold: A term derived from the print advertising industry. It describes the area of a web page that’s visible before the website visitor scrolls down the page. Note: There is no set pixel size for the fold; it will vary depending on the visitor’s screen size and resolution.
Ad Audience: The total number of people that have been exposed to or could possibly be exposed to an ad during any specific time period.
Ad Banner: The most common form of digital advertising. These ad units, which include static graphics, videos and/or interactive rich media, are displayed on a web page or in an application.
Ad Click: The action taken when a user interacts with an ad by either clicking on it with their mouse or by pressing enter on their keyboard.
Ad Exchange: A technology-facilitated marketplace that allows Internet publishers and advertisers to buy and sell advertising inventory in real-time auctions.
Ad exchanges are a departure from the historical method of buying ad inventory, where advertisers and publishers would enter price negotiations in order to show ads on a particular website. With an ad exchange, an auction is conducted in real-time, providing instantaneous bidding for ad space that’s available across the Internet.
Ad Impressions: The number of times an ad has been served, regardless of whether the user has actually seen or interacted with the ad in any way. (Also see: Ad Serving)
Ad Inventory: Website publishers serve ads to visitors when they visit a web page. The number of potential ads that can be served is considered their ad inventory. For example, if The Gotham Times averages 1,000 visits to their home page in any given week, and they have space for two display ads on their home page, then their potential ad inventory is 2,000 impressions per week.
Ad Network: A vendor that connects advertisers to publishers. Ad networks act as a single point of contact between publishers and advertisers, helping negotiate supply and demand.
Ad Serving: The delivery of an ad from a web server to the end user’s device, where the ads are displayed on a browser or an application.
Ad Targeting: Delivering ads to a pre-selected audience based on various attributes, such as geography, demographics, psychographics, web browsing behavior and past purchases. (Also see: Behavioral Targeting, Contextual Targeting, and Geographic Targeting.)
Ad Unit: A size-and-format specification for an ad. The Interactive Advertising Bureau, a trade association promoting digital ad standard and practices, has a set of guidelines for sizes.
Affiliate Marketing: Publishers have websites that get traffic and advertisers want to promote their products to the people who visit those websites. Affiliate marketing is an agreement between a publisher and an advertiser where the publisher receives compensation for every click delivered and/or every sale made of the advertiser’s product or service.
Analytics: Data and statistics about the users of a website and how they interact with the website. Analytics can be used to uncover information about how many people browse a website, how much time they spend on the website and the specific actions they take on the website.
This information is then used to target audiences, understand consumer behavior, improve user experience and optimize advertising campaigns.
Attribution: The goal of attribution is to identify which touch, of the many possible, is most (or partially) responsible for a conversion, so ROI can be calculated. First touch, last touch, and multi-touch are common attribution models. For example, a sale might begin with an ad, lead to an email campaign, and end with a phone call from a sales person. With first-touch attribution, the ad would get the entire credit for the sale. With last-touch, the phone call gets all the credit. With multi-touch, the ad, the email and the phone call each get partial credit.
Bounce Rate: A “bounce” is a website visit in which the visitor looked only at the single page they landed on, did not interact with it, and then left the site. The bounce rate expresses such visits as a percentage of the total visitor sessions, within a specific time frame. For example, suppose a website has 100 sessions in one day. (Note that this is different from 100 visitors. Any visitor could visit multiple times, and each time would count as a session.) If 75% of the visits are bounces, then the bounce rate will be 75%. A high bounce rate is often indicative of a poorly designed landing page. It can also indicate that a page completely fulfilled what the visitor was looking for, so the visitor did not need to keep clicking to find out more. (But more often it means the page failed, underscoring how important it is to design landing pages for visitor engagement.)
Brand Awareness: The extent or level to which a potential consumer can recall and identify a particular product or service. Increased brand awareness is one of the two customary important goals for a digital advertising campaign (the other being a conversion of some kind).
Browser: A software program with a graphical interface that people use to navigate all the information available on the World Wide Web. Examples include Firefox, Chrome, and Internet Explorer.
Call to Action (CTA): A phrase included within an ad, or a graphic element such as a button, which invites the audience to take a certain action.Examples include phrases such as “Click to Read More,” “Download Your Free eBook Now,” or “Click Here.”
Channel: A distribution method; In advertising, it’s an outlet used by advertisers to reach audiences, such as direct mail or radio. Digital advertising includes channels such as display advertising, social media advertising, and mobile in-app advertising.
Click-through Rate (CTR): Expressed as a percentage of total impressions, this statistic shows how often people who are served an ad end up clicking on it. An ad’s CTR is calculated by dividing the number of clicks an ad received by the number of times it’s been served, then converting that into a percentage. For example, if an ad received 5 clicks and was shown 1000 times, the CTR is 0.5%. The higher the CTR on an ad, the better it’s performing.
Contextual Targeting: Selecting audiences based on the type of content being displayed on a particular webpage. An example of contextual advertising is placing ads for hair care products on the Vogue website.
Copy: Text in an ad, or text written to be delivered audibly.
Cost per Acquisition: The cost of acquiring one customer. Typically calculated by dividing the total amount spent on an advertising campaign by the number of customers acquired through that campaign.
Cost per Click (CPC): How much an advertiser pays, on average, for each ad click. CPC is calculated by dividing the total amount spent on a campaign by the number of clicks generated.
Cost per Lead (CPL): How much an advertiser pays, on average, for each ad click that results in a lead conversion. CPL is calculated by dividing the total amount spent on a campaign by the number of leads generated.
Cost per Thousand (CPM): Metric that shows how much it costs to serve 1,000 ad impressions. Also used as a standard measure for buying display ads, as inventory is generally sold on a CPM basis.
Cross-Device Targeting: Serving the same buyer targeted ads across multiple devices. Cross-device targeting allows advertisers to reach their audiences in a sequential, repetitive manner regardless of the device they’re on, whether it’s a tablet, desktop or smartphone. This has a similar effect to the old-school tactics of gaining reach and frequency through using a range of channels such as radio + newspaper + billboards + direct mail.
Demand-Side Platform (DSP): A system that allows advertisers to bid for and purchase inventory from multiple ad exchanges, through one single interface.
Direct Response: A campaign or ad specifically created to encourage audiences to take immediate action.
Display Advertising: A digital advertising format where graphic ads are shown on a web page. The term originated in newspapers, and the principles still apply. Display ads can be graphics, videos, interactive images (a quiz or a game), and expandable (Also see: Expandable Banner).
The most common sizes for display ads are:
- Banner: 728 x 90
- Rectangle: 336 x 280
- Skyscraper: 160 x 600
- Square: 250 x 250
Email Advertising: Clickable banner ads and links that appear within emails and e-newsletters.
Expandable Banner: Banners that increase in size when a user hovers over them. Live demo here!
Frequency: The number of times an ad is served to the same consumer during a specific time period. Since multiple users can often access the Internet from the same device, frequency is calculated based on the number of times an ad is delivered to a particular device’s browser.
Frequency Capping: Setting a limit on the amount of times an ad should be shown to a consumer within a specific time period.
Geographic Targeting: Selecting an audience for a campaign based on zip codes, designated marketing area (DMA), cities, states and countries.
Impression: See: Ad Impression
In-Stream Video Ads: Video ads played before, during or after the video content the publisher is delivering to the consumer.
Interstitial Ads: Ads that appear between two different content pages, served when a website visitor navigates from one page on a website to another. A best practice in mobile marketing is to avoid using an interstitial as a popup that blocks initial access. For example, when the user tries to access the Gotham Times on their mobile, they are interrupted by an interstitial ad (offering the Gotham Times app) that they have to either accept or close before they can proceed to the site.
Keyword: A specific word or phrase chosen by advertisers to trigger and include their ad within search engine results. The advertiser doing contextual advertising also chooses keywords, so that their ad will show up within pages that are returned for that keyword. In search advertising, the position of the ad within the results is determined by bidding. The highest bidder on a keyword usually gets the top position.
Landing Page: The web page users are directed to after they click on a display or paid search ad.
Lead: A potential customer. In digital advertising a lead is someone who has given you their contact information, often by signing up for a newsletter or filling out a form to download an eBook or other gated content.
Lookalike Audience: If you’re like most businesses, you know who your customers are from a demographic and even psychographic point of view. A Lookalike Audience targets people who are similar to your existing customers which helps improve your conversion rates. You can use Lookalike Audiences when you’re running online display, Facebook, mobile display or just about any other kind of digital marketing campaign.
Mobile Search: Any Internet search conducted via a mobile device.
Native Advertising: Any paid advertising that is indistinguishable in form from the channel being used to present it. Examples of native advertising include sponsored content on news websites and Facebook timeline ads.
Overlay: Advertising that floats over webpage content, graphics or videos. Overlays cannot be blocked by ad-blocking software. One kind of overlay is called a lightbox. These ads begin as a standard, scalable ad unit. If a user engages by hovering over the ad for some set amount of time (often two seconds), the ad expands (to as much as near full-page), while the page behind it dims, increasing emphasis on the ad. Advertisers pay for the number of times the ad is expanded.
Paid Search: The placement of ads within search engine results.
Pay per Click (PPC): Pricing model where advertisers pay vendors or publishers based on the number of clicks received in a campaign.
Pop-under: Identical to a pop-up except it loads under your current webpage. It’s generally assumed to be less intrusive than a pop-up because visitors often don’t see it until after they’ve clicked to close their current browser session.
Programmatic Media Buying: An automated method of buying media which ensures that advertisers are reaching the right person, at the right time, in the right place. The ads are bought based on a set of parameters pre-defined by the company placing the ads. Programmatic advertising uses data to make decisions about which ads to buy in real time, which improves efficiencies and increases the effectiveness of the ads. (See Ad Exchange.)
Reach: The total number of people who see your message. One person who is served your ad five times and clicks on it once yields a reach of 1, 5 impressions, and a click-through rate of 20%.
Retargeting/Remarketing: Serving ads to people who have previously visited your website.
Rich Media: Interactive media such as quizzes, games, and ads with video and special effects. This category is growing quickly. Check out the IABs Rising Stars examples of new types of ad units such as the Pushdown and the Sidekick.
Search Advertising: Another term for Paid Search.
Social Advertising: Running paid ads on online social networking platforms, such as Facebook, LinkedIn, and Twitter.
Tracking Pixel: A tiny, invisible-to-the eye, pixel-sized image that allows for companies to track website visits, advertising impressions, email tracking, sales conversions and other types of activity on the web. Also referred to or implemented as tracking ‘tags’ or ‘code.’
View Through: Used to measure a consumer’s behavior after they’ve been served an ad. If the view-through window is set to 90 days, the consumer’s relevant actions within that time period can be attributed to the ad. So, if a customer purchases a pair of headphones within 90 days of being served an ad for those headphones, the ad will be get partial or full attribution for that purchase.
Bob Bentz, author of Relevance Raises Response: How to Engage and Acquire with Mobile Marketing explains what geolocation, geofencing, geotargeting, and geonconquesting mean when it comes to mobile and digital advertising.
Understanding Mobile Advertising Terminology is Half the Battle
Many marketers tend to misuse many of the “geos” that are involved in mobile advertising and digital advertising. Therefore, this article hopes to define each of the geos and how a business or marketing company can effectively use those confusing geo-things to run a successful mobile marketing campaign.
With geolocation, there’s no more wasted spend for your advertising. You only advertise to consumers within a specifically defined area such as zip code, radius, or unique polygon.
The geolocation area can be of those customers or prospects that are presently in the geo-zone or it can be of those consumers that were previously in the geolocation zone. In other words, you can target people that live or work in your geolocation or you can target people that live outside the geolocation, but happen to be within the geo-zone at a given time when you are advertising. The choices of which to use should be obvious. If you are selling home repair or HVAC services, you would only want to reach those that reside within your geolocation. A restaurant, on the other hand, may be more interested in those people that live outside the geolocation, but are currently within it since they are actually more likely to need to eat out than a local resident.
Take a look at the geolocation map below. You will see that we have chosen to advertise only to those zip codes to the northwest of the restaurant. This is because the restaurant abuts the city and the restaurant wishes to attract the higher income residents in the wealthier suburbs. The selection of the zip codes was done strategically; note that one area was removed from the geolocation targeting, because its residents were not regular customers of the restaurant. In many cases, businesses simply draw a radius from the store location, but in this case, that would be somewhat lazy and not the most effective targeting method so a unique area was defined.
A geofence is a subset of the larger geolocation targeting. In mobile advertising, a geofence is designed to attract a specific location that is more likely to be a good customer of the business. This may be an extremely wealthy zip code or it may be a specific area such as a college campus where the residents or visitors are determined to be more likely to buy.
Remember, mobile and desktop advertising are purchased as programmatic advertising. Programmatic advertising acts like a giant stock market of buyers hoping to get the cheapest price possible for a mobile advertising impression versus publishers that are hoping to get the highest possible price for its advertising inventory. At some point, within a split second, the two meet and agree on a price based on available inventory and the cost to reach your audience within the geofence that is within the geolocation.
The reason that you would want to build a geofence within a geolocation is that you believe that this group contains platinum prospects that are more likely to make a purchase or more likely to spend more when they do purchase. Therefore, a savvy advertiser or digital agency may bid higher to reach those within the geofence to ensure that this audience is targeted to a much greater degree than those within the larger geolocation.
In the example in this article, the restaurant used a geofencing strategy to bid higher for placing advertisements on mobile devices found to be within the geofence of the region’s five major university campuses.
Geotargeting means targeting the right people within the geolocation or geofence. Most advertisers don’t want to target everybody within the the geolocation zone. After all, children don’t buy automobiles or choose which fancy restaurant to go to on Saturday date night. Advertisers use geotargeting to find the consumers most likely to buy based on sex, age, marriage status, income level, profession, interests, and a host of other factors that are available to digital agencies and advertisers through third party data providers.
In the example within this article, notice that the advertiser is hoping to attract families of college graduates. This is a highly coveted market since college graduation ceremonies are traditionally followed by a large party of the graduate’s family going out for a celebratory lunch or dinner. Therefore, it made sense to specifically use geotargeting to identify college students, age 21 to 24, whose devices were found to be on one of the five area college campuses.
Geoconquesting can take the geofence down to something as minute as a single address or an address plus 1/10 of a mile. Geoconquesting is most commonly used as a way for retailers to send mobile advertising to consumers visiting competing stores.
But, geoconquesting is also very effectively used to target specific locations such as delegates at a trade show in an attempt to drive traffic to the advertiser’s trade show booth or featured speakers. In many cases, advertisers use geoconquesting to target trade show delegates even if the business doesn’t have that particular trade show in the budget.
There are a lot of options for mobile and digital advertisers, but geoconquesting strategies, if done effectively, tend to be the most exciting for businesses. Let’s face it. We are all competitive people and the idea of pulling business from competition is always an intriguing prospect.
In the example included in this article, the restaurant used geoconquesting to target known sushi fans. Not everybody likes sushi so the restaurant identified competing sushi restaurants within and directly outside of its geolocation. Using device detection, it identified sushi diners and made them a platinum target group for serving its advertising to.
Other Targeting Strategies
Of course, mobile and digital advertising offer many other targeting strategies that don’t relate to geolocation or other forms of geo-advertising. Let’s take a look at a few more.
Demographics — Traditional media has used demographics in its targeting for many years so this is nothing new to mobile advertising. The difference, however, is that mobile is so much more accurate than traditional advertising.
Take NFL football advertising on television for example. The NFL says that 45% of its fans are female. If an advertiser thinks that they are reaching only men when they are advertising on an NFL game, they are grossly misunderstanding the audience. With mobile, however, if the advertiser only wants to reach men, that is easy to do.
Interests — Never before, has a medium allowed advertisers to get as close to its customers as mobile does. Mobile has the uncanny ability to identify interests of its users based on what apps the customer has downloaded, what websites they have visited, and what information they have posted or provided to his or her social media accounts.
Third party data providers and social media sites allow advertisers to effectively target the interests of customers and prospects like traditional media has never been able to.
Dayparting — Traditional media such as radio usually requires advertisers to make a purchase in a relatively longer time period such as morning drive, daytime, afternoon drive, evenings, or overnights. Not so with mobile advertising. With mobile, an advertiser can target a very specific time period. A restaurant, for example, may want to advertise just an hour before lunch time so that it can provide a message to those customers who haven’t yet decided where they are going to eat lunch.
With mobile advertising, there’s no additional cost for dayparting to reach the customer when he or she is most likely to buy. Through effective A-B testing, an advertiser can soon identify what times of the weekday, or the weekend, are most likely to result in increased store traffic or sales.
Retargeting — Retargeting should be an evergreen part of a business’s mobile and digital advertising strategy. After all, if a customer or prospect has visited your website, that’s a premium prospect that should continue to receive reminder advertisements from you regardless of where they happen to be on the mobile web or on their favorite apps.
Just be sure to put a limit on the amount of advertisements that your retargeting campaign will employ. This includes both a time limit and an impression limit. Understand that the customer is going to see a lot of messages from you so be sure to rotate the creative.
Geolocation vs. Geofencing
Understanding the definition of geolocation and geofencing will help you in providing the best possible campaign strategy for your mobile and desktop advertising. With this primer, we hope that when you come visit The Swamp to talk to the purple gators, we will be talking the same language from the moment we begin developing a strategy for your advertising campaign.
After all, it’s the language of mobile.