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The Eye/Comm Blog

6 Second Ads And Their Impact On The Future Of Marketing

Posted by Scotty Mason on Thu, Dec 07, 2017 @ 11:35 AM

Marketing 

6-second ads have recently captured the attention of some of the largest marketing and advertising agencies in the country, as well as some of the nation’s largest marketing and brand executives, business owners, and entrepreneurs. With the growth of social media and the way people view ads, came the development of a variety of different modes of advertising, media clips, media platforms and more. This led to an influx of 15 – 30 second videos (and sometimes longer) that appear on multiple social media platforms. However, now the way people view ads, is changing.

Decisions made by ad executives, who are the driving force behind ad content selections, have taken somewhat of a turn in a different direction. That’s because now, certain demographics command shorter ad clips to accommodate their short attention span. Demographics such as the millennials and generation Z are causing these well-seasoned marketers, ad executives and business owners to take a second look at how they present ads.

Along with many other changes to how businesses are strategizing their growth, marketers are noticing that the 15 to 30-second videos are barely holding the attention of this demanding demographic. They are now positioning themselves to create savvy, 6-second ads, that reach this younger group in the manner that they like to be communicated to – as quickly as possible! This has caused quite a stir in the marketing industry and thus new changes are now underway. If you want to learn more about this growing trend, below is some information on how 6-second ads are finding their way into the marketplace and how it's impacting the future.

Put on Your Seat Belts as Top Ad Executives Make the Shift to 6 Second Ads

As many top ad executives have taken notice to the impact that 6-second ads are having on the younger generation, now during 2017's fourth quarter, steps are being made to soon follow suit in the effort to reach this generation with shorter, more focused ads. In fact, the 4th Qtr. of 2017 is now what's considered the incubation phase for 6-second video ads - with 2018 being the target period for many top ad and marketing agencies. Now is the time to buckle up as they prepare to hit the ground running when the 2018 rolls in.

Also referred to as snackable content, snack-sized clips, or bumper ads, giants such as Fox, Facebook, Google and others have expressed their interest in jumping on board with the 6-second ads. These industrial giants, as well as others, are seemingly forced to adjust their ad formats for 2018. They are now focussed on developing more savvy, direct, and to the point advertising strategies to reach the millennials and generation Z as this new ad trend continues to grow.

The Impact 6-Second Ads Have on Media Outlets

There has been quite a buzz built around this newly developing 6-second ad era. This new format also comes the question of “what are the best media platforms to use when launching these 6-second ads?” The question to ask is “Where do most millennials and generation Z consumers go to watch videos?” Of course, there are platforms such as Snapchat, Instagram and more, but there's also the consideration of using these ads as commercials during popular shows or online movies that are watched on platforms such as YouTube. There’s also your own website and your own social media platforms that you could consider as well. Whichever platform you decide to go with should be based on whether or not your target market could be influenced by a shorter advertisement. This plays a huge role in how you reach and capture the attention of your demographic as well.

Whichever ad strategy you decide to use, you should take steps towards shifting gears towards shorter video ads. That way you will be able to hit the ground running for the beginning of the new year with plans to launch more 6-second ads as this audience increases their demand for them.

Shorter ads come with the need to be creative and get their attention - but make it count. Your ads have to not only capture the attention of your potential customer, but also have a clear call to action that converts them into a visitor or lead to your website, app, or product page.

Topics: Marketing

How To Get Lots of Backlinks Without Getting Penalized By Google

Posted by John Hawthorne on Mon, Nov 13, 2017 @ 12:07 PM

Back linking for SEO

An easy way to get your website to rank well in searches is by using backlinks. A back link is when another website links to a page on your site. The more people link to a page, the more important it is in Google’s eyes and the higher it will show up in search engines.

 

Pages with lots of backlinks are like the kids on the football team in high school, while pages without them are the awkward kids who stood at the edge during school dances. You don’t want your website to be awkward.

 

Learn how to successfully aquire backlinks to your site here: https://connexdigitalmarketing.com/get-lots-backlinks-without-getting-penalized/

Topics: Marketing

Multi-Channel Marketing Is More Effective With Direct Mail

Posted by Summer Gould on Mon, Jul 24, 2017 @ 07:00 AM

San Diego Direct Mail

Your prospects and customers are busier than ever. In order to get their attention you need to reach them through more than one channel. A good multi-channel campaign could be the key to your marketing success. In many cases marketers have only included digital channels, but they are missing out on a key component to success. Direct mail increases response rates when added to a multi-channel campaign. Consumers rarely communicate with any brand through only one channel. These tips will help you craft your multi-channel marketing campaign to not only include the latest digital channels, but also direct mail.

5 Tips for effective multi-channel campaigns:

  1. Start with your goal: Some common goals are to promote a product or service, increase sales, generate inquires or leads, brand awareness, build relationships, etc… Have your goal or goals clearly in mind so you can plan every stage of your campaign to best meet them. Laser focus on your goals will give you better results.
  2. Who is your audience: Before you start building your campaign, know who you're talking to. Use sources such as previous campaigns, customer feedback, demographic information, and website or social media metrics to build a clear image of your audience. Make use of customer profiles to focus on your ideal customer, their wants and needs, and the kind of message that appeals to them. The more targeted the message the better your response will be.
  3. Choose channels carefully: A multi-channel campaign doesn't mean using every possible channel. Rather, figure out which combination of channels is likely to resonate best with your target audience. Use what you know about their past interactions with you, to help you make that decision. Pick the channels that will give you the best results. Remember that the newest channels that have a lot of buzz, may not be the best channels to reach your audience.
  4. Consistent messaging: A good multi-channel campaign gives your audience a consistent experience across channels. The value you offer them and your brand voice should remain consistent across channels. After all, your customers don't think in terms of channels, they think in terms of what your message means to them. Make their transition between channels (such as using a PURL to go from direct mail to online, or clicking your email link) seamless.
  5. Vary delivery: Consistency is important in a multi-channel marketing campaign, but that doesn't mean saying the message the exact same way in each medium. Each channel has its own best method of communication. The essence of your message will be the same, but the way you convey it in a 140 character tweet will differ greatly from how you say it on your direct mail piece.

Planning a multi-channel campaign takes time and effort. By breaking the process down into clear steps and always keeping your goals and your audience in mind, you can plan a campaign that will put your message in front of the right people, at the right time and in the right way. One reason that direct mail is so effective in a multi-channel campaign, is that it facilitates a tactile experience that no digital channel can. Direct mail can drive online engagement and still have all of the tangible benefits. The fact that it can be highly targeted, kept for long periods of time, used over and over, then easily shared with others is a real bonus.

Why Use  Multi-Channel Marketing

Get started on your multi-channel marketing campaign today. Call us in San Diego at (619) 448-6111 or email info@eyecomm.org. We are glad to help!

Topics: Marketing, Direct Mail

Empower Your Marketing With IP Display Targeting

Posted by Summer Gould on Mon, Jun 05, 2017 @ 07:00 AM

San Diego IP Address Targeting

Market to your targeted prospects and customers online today, with IP Display Targeting. When you add IP Display Targeting to your marketing mix you increase the visibility of your offer and the likelihood that your customers and prospects will respond. This works for both B2B and B2C customers.

How does IP Display Targeting work?

  • Match: We will take your list and match it to our proprietary database to append IP addresses. You can target all your contacts or a subset depending on your marketing goals.
  • Find: We can also expand your reach by looking at your list with our data to find people who are just like your customers and prospects. These people are more likely to want and need your product or service.
  • Zone: Another way you can target people is by zone. Zone targeting allows you to spread your message over a targeted area such as a city or county. You can add demographics to your targeting too.
  • Venue: Venue targeting allows you to target specific venues during events to send your messaging. Anyone who connects to the wifi at the location during the specific times you designate will get the message.

Don’t let the opprotunity pass you by for IP Display targeting to increase your response rates. The best part is this can be done quickly and timed to happen after other marketing channels have been delivered. We will help you come up with the ads to display for the most effective approach. Did you know that 80% of your total sales from your marketing come AFTER 8-10 contacts with your customers/prospects? 

Why Use  Multi-Channel Marketing

This is a great way to increase the number of contacts with them and lower the cost of the overall marketing campaign. Reach that 80% of the sales right now!Not sure you want to do this?  Try out a segment of your list by adding IP targeting to them. Track your results and see how it worked for you. Once the results are in we think you will be hooked.

You can even use this as a follow up to a direct mail piece right now and save 5% on your postage with a special USPS promotion through July 31, 2017. Ask us how. (619) 448-6111 or email info@eyecomm.org. We are glad to help!

Topics: Marketing

The Critical Importance Of Lead Validation In Internet Marketing

Posted by Straight North on Tue, Feb 28, 2017 @ 07:41 AM

Internet marketing

You know how many people are visiting your lead generation website, but do you know why they’re there? If you’re not including lead validation as part of your lead generation strategies, you may not be focusing your precious resources in the right places.

Here at Straight North, we sifted through more than 350,000 inquiries, and subjected them to our lead validation process. What we found was that about half of these inquiries weren’t sales leads at all. Many of them were customer service requests, job applications, incomplete form submissions and other interactions that weren’t leads.

The following presentation breaks down our findings and makes a case for lead validation as a crucial element of any Internet marketing campaign. Have a look at what we discovered, and consider whether or not your campaign knows the “why” behind your website traffic as well as the “who.”

Aaron Wittersheim is Chief Operating Officer at Internet marketing agency Straight North. His focus is on Internet marketing and website services, and technology.

Topics: Marketing

Product Fulfillment Check List

Posted by Summer Gould on Thu, Aug 25, 2016 @ 02:48 PM

San Diego Fulfillment

Now that online ordering exceeds in store purchases, proper product fulfillment is essential. Yes, the web store front matters a lot to draw people in and get them to order, but to make sure the customer is satisfied, the product needs to be packaged and shipped properly and in a timely fashion in order to generate additional sales from them in the future. The world now runs at an extremely fast rate, so your prospects and customers expect quick delivery with the correct products. Here at Eye/Comm we have come up with a check list that works really well for us to be sure we package correctly and timely.

  1. Type of Product: Check to see what type of product is being ordered. This will determine if special wrapping or packaging is needed.
  2. Number of products ordered: The quantity will help determine the package size as well as how long it will take to fill the order.
  3. Ship To Location: Special processing needs to happen for foreign shipments. Separate them out from the US ones. Also identifying packages that are farthest away by being tagged to ship first.
  4. Shipment method: What type of ship method was selected at the time of order? Based on that, what date must the package ship by in order to meet the deadline?
  5. Pack: Pick and pack the order based on the information already reviewed above in 1-4.
  6. QC: A person other than the one who packed the shipment will review items 1-5 to make sure each step was done properly. If all is ok, the box ships. If there is a problem, the box is moved back to fulfillment to fix it and a QC will be repeated when it is complete.

Properly packaged products not only protect them from damage but also provide a good presentation to your customer when they open the package. Best practices are to include a packing slip as well as information on how to return the item if needed. In most cases it is also a good idea to include information on other products they might be interested in based on this purchase. These can be anything from accessories to an entirely new product. Adding these marketing materials to a package where the customer is happy is a great way to lead to additional sales.

Learn 5 Things a Good Fulfillment Center Must Provide

Need help or have questions? Call us in San Diego at 619-448-6111 or email info@eyecomm.org. We are glad to help!

Topics: Marketing, Fulfillment

Common SEO Problems and How to Fix Them

Posted by Phil Frost on Tue, Jul 26, 2016 @ 08:08 AM

iStock_74973565_MEDIUM.jpg

Do you ever feel like the rules of SEO are somewhat arbitrary? It's natural for small business owners to build their websites with customers' needs in mind. If customers can understand your website, then why shouldn't Google's highly sophisticated algorithms be able to do the same? Why worry about SEO if your site is clear and functional?

The answer is that Google, Bing, and other search engines need your help! If we don’t provide search engines with the information they need, then it’s impossible for them to rank our websites high when prospective customers are searching for our products and services. Unfortunately, if you want to ensure your prospects.

Here we'll review several common problems that can hinder your SEO efforts. We've split our list into sections about indexing and relevance issues. As you'll soon learn, both types of problems are equally important when auditing your SEO strategy.

Problems with Getting Indexed

Having a great website that's not properly indexed is like having an awesome store without any signage or advertising. Why bother having all that relevant content if Google's bots just ignore it?

If your website isn't being properly indexed, then one of these problems is probably the culprit:

#1 - Content Locked Behind Forms

Does your website have content that can only be viewed after completing an online form? Placing content behind log-in pages, e-mail signups and other types of forms essentially locks out search engine bots that can't input passwords to proceed. Structure your site to have plenty of accessible content that anyone can view without needing to fill out a form.

#2 - Duplicate Pages

Search engines place a high value on original content, and indexing problems can arise if the content on your website isn't unique. Sometimes, duplicate content can be caused by blogging tools or content management systems. Webmasters might also attempt to cut corners by reusing the same content on different parts of their sites.

You might also find that your original content is being used without your permission on someone else's website. Unscrupulous webmasters often use scraping tools to copy people's websites all the way down to the coding. Also be wary of purchasing content from freelancers or content mills where plagiarism is a threat.

#3 - Uncrawlable Link Structures

Does your website have a logical site map with each page accessible by a link? If not, then don't expect the search engines to index your entire site. Scores of novice webmasters fail to confirm that all the pages on their sites are properly linked, which essentially renders webpages invisible to the search bots.

Making your site map overly complicated is just as bad. When put on paper, your site map should resemble a flow chart that starts with your home page and neatly branches out to menu items and their respective subcategories. Think of it like a family tree, with your great grandparents on the top and subsequent generations branching out below. Your website is much more likely to be properly indexed with a simple and purposeful site map.

#4 - Not Enough Text

Videos and images work wonders for retention and driving user engagement. But while humans see cool videos and catchy images with clear messages, all the search engines see is a video or image file. Make sure each page on your site has plenty of relevant text context to deliver the right cues to search engines. You can also complement your images and videos with relevant captions and alt tags.

#5 - Code is Blocking Google's Bots

Your website's coding could be to blame for your SEO woes. Certain bits of coding instruct search engines on how to crawl your site or whether to crawl it at all - and you definitely won't be indexed properly if parts of your site aren't being crawled. Talk to a Web developer if you suspect this is a problem.

Problems with Getting Seen

Making sure your site shows up in relevant search queries is the other half of the battle. Search engines won't understand when and where to rank your website if your content is confusing or if you're not using language that's common among your customers.

Check your website for the following problems if its search rankings aren't up to snuff.

#1 - Unclear Content Signals

The content on each page of your website should have a clear purpose. For example, your home page should give an overview of your business. Click on an item in your main navigation menu, and that page should be focused on that menu item.

Page content that's too broad can water down the potency of your webpages and ultimately hurt your search engine rankings. Make sure your site map is organized and that each page has a clearly defined purpose that's reflected in your content.

#2 - Not Using Common Keywords

It's not enough for your content to reflect what your customers want - you must also speak in common terms. For example, you wouldn't say "wood cutting tools" when you could say "saws," "chainsaws" or "saws and chainsaws." If you don't use keyword terms that people actually search for, then your site won't rank as high when people search for those terms.

#3 - Inconsistent Language Usage

Subtle inconsistencies of language can also impact your search engine rankings, especially when these inconsistencies appear in your primary keyword terms. A great example is the mixing and matching of British and American rules when spelling out various words (i.e. "flavor" vs. "flavour"). Make sure each page sticks with one language.

#4 - Mixed Location Targeting

Where do most of your website's visitors live? Writing your site for an American audience is fine in most cases, but what if a large portion of your viewers live in other countries? While this isn't a problem for most small business owners, this problem is becoming more common as entrepreneurs leverage the Internet to connect with customers around the world.

Conclusion

Fixing these common problems can work wonders for your SEO. Remember that getting indexed and clarifying your content won't guarantee loads of organic traffic; your SEO strategy must also include marketing efforts to get your website seen by the masses. As more people see your site, they'll share it on social media or link to it from their blogs, which builds your site's credibility and results in better search rankings. But none of that matters if the automated bots can't index or decipher your website!

Want more SEO Tips?  Click here to register for our upcoming webinar on Thursday, August 3: “The Death of ‘Old School’ SEO And The 5 New Rules To Follow”.

Phil Frost is Founder and COO of Main Street ROI.  Phil leads the company’s operations and is the primary creator of Main Street ROI’s marketing training programs. He is an expert in search engine marketing, website analytics, and sales funnel optimization. Phil’s marketing thought leadership has been published on Forbes.com, Inc.com, MSN.com, and many other major business media outlets. For more SEO help, get your free copy of Phil’s Ultimate SEO Checklist.

Topics: Marketing

Why Use Print In Marketing?

Posted by Summer Gould on Tue, May 31, 2016 @ 08:10 AM

San Diego Printing

Yes digital marketing is very important, however when you combine digital and print in your marketing you are able to make a greater impact. Print drives online engagement. Many companies that had stopped sending print catalogs noticed a significant drop in online sales, so they started mailing catalogs again and not only brought sales back to where they had been but increased them even more. Not a cataloger? No problem! Print is still a great addition to your marketing.

5 Print Options:

  1. Direct Mail – This is a great way to get in front of a very targeted audience. It is tangible, memorable and easily kept for future use on the fridge or other special location. Incorporating online marketing into your direct mail with PURL’s, QR Codes and more can increase not only traffic to your website but also purchases. Take advantage of the immediate impulse buy with a buy now button on your landing page.
  2. Posters – Posters are a great way to draw attention. Since you are using more graphics than text it is important to include a pathway to more content. In order to draw people online, posters work best with quick options on the go such as QR Codes, Augmented Reality or NFC.
  3. Brochures/Flyers – Brochures and Flyers are a colorful handouts with information people can take with them. You can add digital to them by offering a coupon for the product or service the flyer is about. People can get the coupon by going to a web page, scanning a QR Code or even using NFC. Make sure they can make a purchase right away too.
  4. Business cards – Get creative with your cards! When you differentiate yourself with your business cards by adding integration with online content you are remembered better and provide them with information they need. As with the other items above you can use QR Codes, NFC, web pages and Augmented Reality.
  5. Booklets/White papers – These printed items are full of information and generally text heavy. You can drive people to online infographics to give them a text break. You can have links to videos that help to explain details or how to do something. Provide them with web pages, QR Codes, or even NFC and Augmented reality. Make the experience interactive.

There are of course many more print options. Feel free to reach out to us for more ideas. Keep in mind that your landing pages for these print items need to have responsive design so that they look good from a PC, smart phone or tablet. Providing your customers/prospects with a powerful experience through your marketing will generate more sales as well as be shared with others to give you more exposure for future sales.

How Print Fits In  a Digital World

Are you ready to add digital to your print? Call us in San Diego at (619) 448-6111 or email info@eyecomm.org. We are ready to help!

Topics: print, Marketing, Direct Mail

3 Key Points To Multi-Channel Marketing

Posted by Summer Gould on Wed, Dec 09, 2015 @ 12:39 PM

Integration_small.jpg

Since multi-channel marketing is the hottest buzz word right now, many marketers are wondering what they could be doing differently. One of the most common combinations is direct mail and email, but now there are so many other choices you could be missing out on. With more and more information being captured about your customers, you have many more opportunities to reach out to them with specific offers.

The 3 key points for multi-channel planning are:

  1. Data – Knowing what your customers bought, how they purchase, when they purchase and other things they are looking at are key to targeting your messages.
  2. Available channels – Knowing what you have available will allow you to plan accordingly. You cannot do a mobile campaign if your customers are not using mobile devices.
  3. Knowledge – Do you have people on your team that know about each phase of your plan? Do you need help? If so, find out what you need and where you can get the help.

Ok, now that you are working with knowledge about who your customers are and have an idea of what you want to do, let’s look at some of the channel options.

  • Direct mail - Tried and true, this channel offers you targeting and the ability to reach people at home in a tangible way.
  • Email – Yes, this can be tricky to get around SPAM filters, but it is still a valuable channel.
  • Landing pages – Creating a way for you to track specific campaigns by driving people directly to specific pages.
  • Mobile – This consists of more than just SMS or MMS but also, QR codes, Augmented Reality and Near Field Communication.
  • Social Media – This channel allows you to have conversations with people about what you are doing and what they think of it. Listening to their feedback is one way to have a focus group for polling purposes.
  • Print – This is all the posters, magazine ads, handouts and other printed items for display.
  • Website – Your website is your hub. People will visit it to get more information. Make sure you have that available and include call to actions to drive them further into your funnel.
  • SEO – This is required now days so that you can be found on Google or other search engines. Make sure that your key words are working for your campaigns.
  • Telemarketing – Yes, follow up phone calls can help you sell more.
  • Radio – This can be a great way to reach a large audience for a specific campaign.
  • Television – Local market television can provide you with visual larger market exposure.
  • Pay per click – This can be a great way to draw people who are searching for your key words to your website.

How To Create A  Multi-Channel Campaign

Being able to combine channels for your campaigns allows your customers to have flexibility in how they respond and where they interact with you. The more touch points you can provide, the greater your response is going to be. Keep in mind that multi-channel marketing is more than just sending messages through more than one channel. It’s about targeting and planning. The more thoroughly you plan your campaigns the better your results are going to be.

If you have any questions call us in San Diego at 19-448-6111 or email info@eyecomm.org. We are glad to help!

Topics: Marketing, Direct Marketing

3 Direct Mail Steps You Can Take Today To Shake Up Your Marketing

Posted by Summer Gould on Mon, Jul 06, 2015 @ 10:57 AM

San Diego Direct Mail

Sometimes taking a look at direct mail from a different vantage point can make all the difference. Many times in planning meetings for direct mail campaigns we spend too much time looking at the big picture of what we want and not stopping to take the steps that will actually get us there. In other words, don’t just talk about your goals, set real steps to achieve them. Start with one thing. What one thing can you do on the direct mail campaign that will be a good step towards your goal?

3 Direct Mail Steps You Can Take Today:

  1. Test a new offer: Get creative on your test offer. What is something you have never offered before that your recipients would be interested in getting? Brainstorm some ideas with your team, while you make sure to focus on costs as well. A good offer does not have to cost you a ton of money.

  2. Create a focus group: Ask a few current customers and even prospects if they would be willing to be a part of your focus group. They can provide valuable feedback on your ideas. You can incentivize them with your services or product at a discount. It is truly worth it.

  3. Change your format: Consider using a format you have not tried before. If you have been using a postcard, try a self-mailer or a letter. Many times just changing the look can help you drive a larger response.

Shaking up what you normally do in direct mail, can give you a boost in response. Do not try to do all 3 of the ways listed above on one mailing, you won’t be able to track what is working. You can do a split test by breaking your list into 4 groups. Group 1 gets what you normally send, this is your base. Group 2 get the new offer, group 3 gets what the focus group picked and group 4 gets a new format. Track responses from each group and see what pulls better. You can then shuffle around groups with the other changes to add to your results. Do not be afraid to try something new. Even if you do not lift response you have still learned something to apply to the next mailing.

5 Tips For Direct Mail Design

If you have any questions call us in San Diego at 619-448-6111 or email info@eyecomm.org. We are glad to help!

 

Topics: Marketing, Direct Mail, Direct Marketing