Tag Archives: Marketing

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Does Facebook’s anti-censorship policy ignore violence?

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Facebook’s political ad policy has been recently clarified, and its connection to rising Islamophobic violence is very important. Facebook retains an anti-censorship position in relationship to political ads while claiming to ban hate speech, but this remains an unclear distinction with many loopholes.

CEO Mark Zuckerberg presents his ad policy as securing free expression and allowing users to make decisions. This denies Facebook’s centrality as a U.S. and global news source. It also ignores how remote communications technologies uniquely foment hatred and need to be approached with that awareness.

Fake news and hate speech are the concerns here, with any number of special interest groups running ads that circulating in news feeds, frequently consumed as fact. This upcoming presidential election faces the possibility of $3 billion spent on digital ads, which is more than politicians will spend on ads themselves.

Twitter’s decision to ban political ads and Google’s decision to distinguish between political and issue ads while limiting microtargeting indicate that social media platforms have options. It’s hard to imagine Facebook’s controversial decision isn’t motivated by profit, as there is so much money to be made selling political ads, especially in a highly anticipated presidential election like the upcoming U.S. one.

Data-mining lies at the heart of Facebook’s political ad infrastructure, as microtargeting approaches base ad circulation on user data algorithms set to very specific groups. If Facebook decided to limit this microtargeting, there would be less of a data demand, cutting down temptations to steal data, as we have seen in the Cambridge Analytica case and a recent Facebook developer employee breach.

To be fair, it’s too early to know how social media impacts users’ election/political decisions overall. The past few years have increased public awareness of fake ads and news. Average Facebook users are much more likely to scrutinize the ads that flow through their highly specialized news feeds now, and more users know they have a microtargeted profile.

Censorship patronizes users’ sense of independent decision-making capacities. One hallmark of American individualism is people’s highly private relationship to voting. Many U.S. residents would find it insulting, given this staunch notion of voter independence, that fake ads can sway an election. It is still unclear what role Facebook ads, or any representations of issues, play in elections.

What’s clearer is how politically targeted social media hate speech, in particular, has impacted real-world violence. Here, Facebook links to Myanmar’s Rohingya massacres cannot be ignored. The Guardian reports that the far-right internationally uses Facebook to organize real-world political power, and the company profits from this speech.

While the far-left and far-right can both engage in “hate speech” per se, the Trump era climate favors the right — and this hatred is monetized by Facebook’s anti-censorship ad policy. This is the case, even as Zuckerberg feigns concern for hate speech impacts, and purports a willingness to censor those expressions.

How does the company define hate speech?

Overt hate speech, advanced almost solely by far-right racist/Islamophobic groups, plays a unique role here. While social media is lauded for increasing communication, its remoteness creates an original dilemma.

More people are brought together in communication, but the remote style of internet communication can encourage hateful expressions. When coupled with other factors, this can lead to social violence in places like Myanmar and China — and the U.S.

Zuckerberg’s own commitment to free speech denies how remote communication facilitates hate group actions, and experiments in crowd governance and control. The monetization of expression is not the issue here; it’s the monetization of hate speech, via permitted forms of online expression.

Zuckerberg’s position denies the Trump-era climate of permissive hatred and leads us down a path far from free speech where real-world violence limits targeted groups’ safety and autonomy: a problem if you are a member of a targeted online group.

Even U.S. voters who value individual political autonomy and don’t require patronizing corporate censorship should be able to understand that remotely communicated hate speech can cause violence. Zuckerberg acknowledges this as much, claiming the company removed 7 million instances of hate speech in 2019’s third quarter alone. Forty languages represented in the company’s speech algorithm isn’t sufficiently monitoring a social media world with more than 7,000 global languages.

That’s one problem with the company’s fledgling hate speech position. Another asks how the line between political ad and hate speech will be drawn this election season. Twitter answered this by eliminating political ads, and therefore, central moral responsibility for unsavory electoral outcomes or violence.

Many Facebook users, including employees, want political ads controlled in such a heated election season — especially because microtargeting requires entrenching on data privacy as a rule.

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A tale of 2 year-end reviews: YouTube vs. Spotify

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Heading into the end of 2019, the team behind YouTube’s annual Rewind video had a lot to make up for. Their 2018 year-end video, “Everyone Controls Rewind,” has the dubious honor of being the website’s most-disliked video, earning more than 10 million dislikes from users in a little over a week.

Loaded to bear with celebrities and references to (non-YouTube) internet culture, “Everyone Controls Rewind” has been cited as an example of what happens when a platform falls far out of sync with its own users.

This year, YouTube played it safe with “For the Record,” a video montage celebrating the biggest creator moments of the year. The reaction so far has certainly been more positive than last year, but that isn’t saying much: As of this writing, “For the Record” sits at 2.6 million likes to 6.1 million dislikes, with critics panning it as a glorified countdown video that pales in comparison to the more creative Rewinds from past years.

Meanwhile, Spotify has a year-end feature of its own. The music streaming site recently unveiled its annual Spotify Wrapped, a personalized review of each user’s individual listening habits broken down by season, genre and artist, even going as far back as a decade.

The response from the internet has been huge. Chances are you’ve already seen Spotify Wrapped links posted all over your social media, and for good reason.

Impressively styled and designed for sharing, Wrapped reminds us all how music brings us together, even when our tastes differ vastly. The most brilliant piece is at the end: Premium subscribers receive thanks for being a part of the platform, and for free users, why, there’s even a special discount price to bring you into the Premium fold.

What did Spotify do right that YouTube seems to be struggling with? There are many factors at play (including residual anger from last year’s disastrous Rewind video), but one major difference can be found in the approach each platform took.

YouTube’s Rewind is a yearly showcase of community trends, highlighting the most-viewed videos and creators. There’s a problem in that, though: With millions of users watching more than 1 billion hours of video daily (by YouTube’s own estimates), it’s inevitable that many viewers will not appreciate or even recognize many of the names and moments featured in the year-end celebration. That’s a lot of people left out of the party.

Compare that to Spotify Wrapped, which offered each user a data-driven look at their own habits and interests over time. Listeners are reminded of how much value they get from Spotify before being pitched on the perks of a Premium subscription.

Though it will be some time before the numbers come in, it’s a likely bet that Wrapped will help Spotify continue its streak of boosting subscriber numbers every quarter. As a platform that has struggled for years to turn free users into paying customers, YouTube could stand to take notes.

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5 ways to boost your social media brand strength in 2020

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Are you looking for ways to position your brand as powerfully as possible in the coming year? Of course, you are.

You can do it most effectively by eliminating worries about points that don’t pose a threat to your established reputation while making fresh choices that will surprise and engage your consumer base and new audiences more than ever.

How do you do it? Try these tricks and tips:

Stop trying to put out every social media fire.

You may be expending more energy than you need to when it comes to refuting rumors and inaccuracies about your brand on social media. A new study from North Carolina State University led by Yang Cheng found that when an established brand is targeted by “fake news,” that brand’s reputation does not actually suffer.

Focus on satisfying your demographics’ needs by providing great products, services, and emphasizing your brand’s tried-and-true qualities. You’ll be just fine.

Focus on solid information in your copy, rather than testimonials.

A new study from the University of California, Davis found that clear, factual info from a trusted organization has a much greater reach and impact on social media than personal stories do.

That’s not to say you should discount your audience’s shared experiences in your campaigns but focusing on solid information and distributing it widely is the most authentic and constructive way to get your message out and make it the most useful.

Express your desire for increased regulation.

A 2019 study from researchers Lisa Schwartz and Steven Woloshin found that, over a 19-year period, medical marketing has increased from $17.7 billion to $29.9 billion. However, regulations are not keeping up with that growth.

These findings have relevance for every digital marketer, too, in that regulation is a fluid issue, and can be lacking. Operate your business scrupulously, and let your audience know you are doing this.

Also, publicly express your supportive for any and all regulations that will protect the safety and privacy of your customers. This kind of transparency by brands is rare, but it will set you apart as being trustworthy and user-friendly.

Don’t survey constantly.

You obviously want to know what your audience is thinking, but the more surveys you push on them, the more intrusive and annoying you appear. Pull back on post-purchase surveys, and schedule large-scale surveys every few months to gauge bigger-picture demographic trends.

Enjoy consumer complaints as much as possible.

Constructive criticism is the best gift you can get when it comes to sharpening your image and reach. Make it clear that you want the unvarnished truth from your customers — and use it to give them what they want by checking your ego at the door. You’ll be glad you did!

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How to stress privacy in your digital marketing campaigns for 2020

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Online data protection is a key concern for digital consumers across the board. As a digital marketer, it’s very important to make sure your customers’ info is secure. But you also need to let your customers know how you ensure their privacy in all conceivable ways.

How do you update and perfect your communication about this crucial info in your campaigns this coming year? Use these research-based strategies.

Cut the cookies.

According to Infogroup research, 39.4% of consumers aren’t comfortable with their personal info being shared for any marketing purpose. Revamp your strategy and stop using cookies.

This is a growing industry trend that shows great authenticity and control of your brand. Also, let your audience know you’re phasing out cookies either immediately or on a certain timetable — this info provides valuable reassurance.

You’re utterly transparent.

Devote a detailed section of your website to a comprehensive list of how you collect, use and store consumer data. Use clear language and be as detailed as you possibly can.

Don’t count on your consumers to read a jargon-packed “I agree” statement until you truly let them know what they agreeing to in a way they can quickly grasp.

You constantly update and monitor your website’s security.

Survey research from Malwarebytes Labs found that 86% of consumers verify a website is secure before buying from it. Make sure your audience knows you are consistently checking for issues and that you fix any problems that pop up immediately.

Your search engine presence is readily available.

The Malwarebytes Labs data also found that 95% of consumers distrust info on social media, so shore up the impression you make in search engines by constantly generating informative content about the specific ways you protect your consumers’ data.

When a consumer finds your brand via Google or Bing as opposed to hearing about it via social, make sure they are instantly impressed by your brand’s legitimacy.

You want to hear about your consumers’ concerns.

Create a “privacy comment portal” on your website: a secure and specific place your customers can discuss their privacy concerns or any issues that come up with you immediately. Advertise its availability and make monitoring this information a priority so you can address these concerns in real time.

Action is always a better advertisement than words — it will win you loyal consumers for years to come.

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Easy ways to discover what interests your target audience

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I recently observed a chance encounter following a yoga class between a designer and a woman who’d bought her brand for over a decade.

After a star-struck moment, the customer returned to earth and shared her opinion of the items she owned. Visibly touched, the designer’s approachability and authentic curiosity made the customer comfortable enough to discuss a competitor’s product she’d also purchased.

During their warm 20-minute conversation, the designer learned details of the customer’s all-time favorite item, her buying patterns, why the woman had bought from a competitor, and her perspective on that product. She also had an opportunity to reveal new lines she’ll be featuring, heard a cute story about how the woman would hide her shopping from her husband and finally left with contact information to reconnect with the customer.

Learning about your audience can be that easy. According to a target market study by content marketing strategist Jordan Loftis, successful marketers are 242% more likely to conduct audience research at least once per quarter — while 56% of what he calls his most elite marketers conduct research once or more per month.

Here’s a compilation of best tips from expert marketers for going beyond basic demographics to glean important insight about your audience.

Feedback directly from customers

Along with social media and digital offerings, marketers are turning to tried and true basics like live conversations with potential and current customers. Opening up breathing room in your schedule to be available for synchronistic meetings during your daily routine and when you travel can boost your research as well as your mental health.

Understandably, getting all the information you need from people you encounter while shopping for groceries or at yoga studio is probably unrealistic. Valuable first-hand accounts from people in your target market can also come from feedback channels already in place in your business or by setting some up.

In a LinkedIn marketing blog, Sean Callahan recommends talking with your sales and support team whose daily contact with leads and customers can help you “unearth the most actionable audience insights available.”

“By opening a dialogue with sales and support, you suddenly gain premiere access to detailed scenarios, thoughts, and feelings that simply can’t be found from a search bar.”

Groups and forums

Learn what your target audience is talking about by being the fly on the wall in online groups where they hang out. Better yet, get involved in the discussion.

“Spending time in forums and groups allows you to see real-life conversations about the issues your audience is dealing with and what questions they’re looking for answers to,” explains Blair Williams in Inc’s young entrepreneur council marketing blog.

LinkedIn is a good place to start. Here you’ll find groups for nearly every industry niche as discussed in a previous MultiBriefs article about building your audience on Linkedin.

Another, often-underutilized resource is Quora, a question-and-answer platform that allows you to gauge the popularity of topics and questions within your target audience.

“For marketers, there are a handful of really great reasons why Quora might be worth considering including finding out the questions people are asking about your product or industry,” notes Kevan Lee, marketing director at Buffer, in a comprehensive guide to using Quora for marketing.

Hashtags

Hashtags offer another glimpse into what interests your audience.

“LinkedIn hashtags reveal the social conversations taking place concerning a specific topic,” explains Callahan. “By searching or clicking a hashtag, you’ll see which content is being shared, by whom, what they’re saying about it, and what others are saying about it.”

Along with seeing “what your audience is buzzing about in real time” by keeping track of trending hashtags and those related to your industry, Williams recommends using them to find out how people are reacting to your competitors.

Social media and website analytics

Finally, don’t forget about your own website as a valuable source of information about your target audience. For example, which posts and pages do they visit most?

“Tracking and understanding your website analytics will help you to determine what your audience is interested in based on what you’re already doing in regards to your products/services, content and marketing,” says Williams.

The same goes for your social media pages and posts. If you aren’t yet taking advantage of analytics here, Katie Sehl at Hootsuite provides a beginners’ guide to using analytics on each of the popular social media networks.

Beyond what’s offered by each network, several social media analytics tools are available for marketers. To find one that fits your needs and budget, Brent Barnard recently published a top 10 list on Sprout Social.

Whatever combination of tactics you choose, each bit of insight gained will help you more successfully pinpoint your content marketing.

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5 ways to avoid the TL;DR curse

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Social media has changed us, or maybe it’s just exposed things we’ve kept secretive but thought of regularly. On social media, we love to use fun acronyms or abbreviations to state the obvious for the masses. If something is humorous, we use LOL (laugh out loud).

If someone oversteps or meddles, we use MYOB (mind your own business). Want to remind someone of info they may have missed in the noisy past? Use ICYMI (in case you missed it).

I could list dozens of these. We’ve obviously thought them regularly, so people started to quickly abbreviate them. It’s faster to post a few letters and have everyone quickly know the longer meaning.

Social media even has one that sums up this thought: TL;DR (too long; didn’t read). Why? Because everything needs to be short or people won’t take the time to get the information. They won’t wade through long information — there’s just far too much content from so many sources. We just don’t have the time!

Church! Wake up. We often overspeak or overwrite, and people think “sorry, TL;DR.” Once that feeling hits them, it’s too late. We’ve blown it. They’ll never know the important thing we should tell them.

This isn’t just social media content either — it’s content during a sermon, in a handout, on a webpage, announcements, and even in emails.

It’s a curse. A curse that we can overcome. Here are five things you must do so that you don’t get cursed with TL;DR:

1. Use descriptive, leading headlines and subheads.

Make sure that the headline genuinely states the purpose and benefit of the content that follows. Most will stop after they skim the headline though.

2. Eliminate all unnecessary words, phrases, concepts.

Want them to read past the headline? The content needs to “feel” short. They want you to do the editing and tell them the most important things (since you’re the subject matter expert). More time should be spent editing than in creating the content.

3. Summarize your whole thought quickly in a short initial paragraph.

That first, short paragraph can blow it. It should say, “this is interesting” or it’ll say, “TL;DR.”

4. Use bullet points to provide a skeleton.

Sure, most will skip that first paragraph and jump to the bullet points if they’re there. Make sure they are! Make them short and beneficial. Make them the basic skeleton that the entire content is hung on. It’s what I’ve done with this article.

5. Add eye-interruptors to suggest understanding.

Want the feeling of “short” when it’s not? Make sure there are certain things within your content that eyes will catch on (links, bold points, etc.). These things will fill in the blanks about the entire content. You want people to stumble upon content that says their demographic, their pains, concerns, and goals.

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How sharpening your voice search approach can boost your company’s digital marketing

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Voice search is a popular way for consumers to seek out what they want to buy online. It’s also crucial for you to understand on a granular level.

When you provide a great response to a customer’s audible query, you are establishing a powerful and definitive relationship with that customer instantly. Make sure the impression your voice search technology makes is helpful, human, and convenient to understand and navigate. You may win over that consumer immediately.

Try these research-driven tips to hone your approach:

Be prepared for volume.

According to Google research back in 2016, 20% of all app searches are voice-based. That number is likely higher today.

That’s a lot of demand you may have to meet, so you want to make sure your technology is sharp and up to the challenge. You also want to make sure your company has strong IT to handle glitches and crashes.

Be specific.

Voicebot estimates that 42.7% of all U.S. adults use voice search, so it’s key that you quickly meet the detail in the questions they are asking.

It’s crucial that your website has a meticulous, fact-packed FAQ page. It’s also vital that your product descriptions are in-depth, and that you provide customer reviews that detail product experience as minutely as possible.

Go live.

Have live representatives available for chat assistance for long periods of time each day. Make sure they are personable, friendly, and have excellent conversational skills.

Also, if you use chatbots, make sure they have a natural sounding voice, as something too computerized can be off-putting and will make consumers worry your company won’t relate to their needs in a welcoming way.

Speed up your delivery protocol.

Research from Juniper estimates that voice-based commerce will be an $80 billion business by 2023. You want to make sure you are getting your products out as swiftly as possible, because the overall impression you want to create, from voice search to that package landing on your customer’s doorstep, is that purchasing from you is the easiest thing they’ll do all day.

Track searches scrupulously.

Logging and identifying the phrases and words used in customer searches are the best way to gauge popularity of your products to see what is selling and what isn’t. Reboot your stock or refocus your ad campaign when it makes sense to do so — your sales will soar, and your customers will be loyal!

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How augmented reality will help the hospitality industry

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Augmented reality (AR) is being adopted as a tool to increase customer satisfaction and profitability across industries, including travel and hospitality. This fascinating technology superimposes useful data on top of the user’s environment in real time.

This integration of digital information provides a holistic experience that far supersedes any traditional standalone service we can offer today.

So, how does AR impact the hospitality industry?

The goal of any hospitality business is to enhance the customer experience. To this end, the industry has been a forerunner when it comes to adopting new technologies.

AR technology in hotels will transform the experience to one that aligns with the needs of the new generation of guests. The digital components of AR, like a live picture on various surfaces like TV or a minifridge, will add to the feeling of an infinite and yet connected space and add to a memorable experience.

Augmented reality smart glasses have hit the market, but for a regular hotel experience, guests can access AR through devices like tablets, smartphones, and headsets. These intelligent services and facilities will make guests feel hyper-connected, trendy, and right at home. Some of the popular uses of AR in the hospitality space include a guide to introduce guests to the hotel’s facilities; helping them find services in the hotel; amenities of the room; and information about lounges, parking areas, the fitness center, etc.

For international travel, AR will become a viable translator/interpreter, making it easy for international guests to communicate in foreign lands. This means traveles can easily find the various services they need with the help of smart AR devices.

AR is an excellent tool for maps and direction, too. All guests have to do is point their smart devices at the maps app, and they will be guided to their destination.

Augmented reality is also changing the way customers interact with brands and companies. It delivers immersive experiences through its many real-world applications that allow customers to get a different perspective of a brand. AR has the intrinsic ability to improve customer experience, which ultimately will lead to a healthy bottom-line.

Investing in a customized AR app is good for a hotel business. It will help deliver an excellent customer experience by offering the right information at the right time and place.

Some of the cool features that will help AR-driven hotel experiences stand out to include interactive hotel rooms, augmented environments that help guests explore the establishment, gamification of destination experiences, beacon technology to guide them, and virtual keys that get activated through proximity.

Businesses can integrate the app with their enterprise systems, CRMs, and maintenance systems to gain more insights about their customers and then use the knowledge to enhance their services. As an automated tool that is integrated with the maintenance systems, augmented reality can help boost productivity, efficiency, and decrease costs. As a preventive maintenance tool, it will help keep guests safe.

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How to maximize your social marketing might with ephemeral content

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When it comes to garnering consumer attention online, ephemeral content is an easy, cost-saving and creative boon to any brand — if you use it the right way. Simply defined, ephemeral content is messaging — video, stories, and interactive messaging — that instantly captures the attention of your audience, then vanishes in 24 hours.

How do you harness the power of ephemeral content using a clear, cohesive overall strategy that will pack the biggest potential punch? Use these tips to hone your approach and spur your audience to buy your goods and services fast:

Know how to effectively mine FOMO.

“FOMO,” or fear of missing out, is a psychological byproduct of social media that you never want to ruthlessly exploit, but that you do want to ethically implement to draw attention to your brand’s true strengths.

A study led by Vittoria Franchina at the University of Palermo found that social media users who are prompted by FOMO often focus their immediate attention on private platforms, such as Facebook or Snapchat, rather than making their interest in the instantaneous known on a public site like Twitter.

Taking this into account, focus your content so it’s super-exciting and be clear and upfront about the fact that offers or deals you’re advertising will expire within a specific time frame. Be honest and don’t extend a deal, or your potential buyers will feel like they got fooled.

Be relatable.

Study your demographic extensively so they feel you understand them from the very start of your Instagram story. Research from the Interactive Advertising Bureau found that 67% of global consumers have livestreamed.

This means you can’t take a chance that such a potentially wide demographic will come back to your platform if the material you offer is what they consider to be bad. Connect from the get-go and keep their attention.

Focus heavily on back-and-forth communication.

The Interactive Advertising Bureau also reports that 70% of consumers who gravitate toward livestreaming do it at least once a day, so you need to know what such a live potential audience of consumers is thinking in real time about your brand.

Use interactive tools such as quizzes, polls and surveys. Make it easy for your viewers to post their own live video about your product — examples might include asking them to share footage of how they love to use it.

Make consumer queries a snap.

Use a livestream option so consumers can ask you product questions in real time, during a set period each day, and have a brand ambassador or high-level employee answer these questions in a fun and entertaining way. This is a fresh, friendly and highly transparent way to tout the attributes of your goods and services and promote great customer service.

Constantly refresh your content.

Don’t let lags occur. Once something vanishes from your platform, have your next video ready to upload immediately. Keep your audience hungry for more at all times — never skimp on the quality of what you post.

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How omnichannel marketing can boost your bottom line

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Omnichannel marketing might sound complex and confusing if you’ve never heard of it. However, the concept is quite simple and can be an incredibly effective way to remodel your digital approach.

According to a study from Bright Pearl, 87% of top retailers believe that an omnichannel selling approach is extremely important for sales. So, what is omnichannel marketing, exactly? Technically, omnichannel marketing simply means you use every media channel possible to send out your message to your potential audience and existing consumers.

You can also incorporate traditional selling platforms. You ensure they will see what you have to offer often and repeatedly. Here’s how to do it the right way.

Survey your customers’ social media styles.

A study by Blue Nile found that 70% of consumers use three or more channels to research a product or brand. Market everywhere — Instagram, Twitter, LinkedIn, Facebook, and more — but get granular and ask your customers to tell you their preferred platforms so you can personalize as much as possible each time they interact with your brand.

Investigate and use platforms you may not access regularly.

Ephemeral video, podcasts, live chat, phone apps, SMS — all these diverse technologies can work well as part of an omnichannel marketing campaign. Consider these intriguing stats from Invesp regarding how consumers like to use multiple channels to make purchasing decisions:

  • They check product availability easily.
  • They reserve items they want to buy easily.
  • They have a stored profile they can easily access during their purchasing experience.
  • They can personalize their shopping experience conveniently.
  • They can utilize social media readily as part of their shopping experience.

Work on your in-person presence.

Offline events like in-store appearances, influencer live appearances, and conference/association demos of your product absolutely count as omnichannel marketing, and they can win you real-time customers.

Beef up your stable of effective spokespeople to handle live events for your company, be that a killer sales team or even hiring local or national celebrities who can get out your brand message effectively and vibrantly over a variety of platforms.

Go old school, too.

Offline direct marketing shouldn’t be ignored, either. Direct mail for ads, PR and press releases, and cold calling are unexpected strategies that can set you apart. Mine them by compiling address lists and work out a follow-up plan that incorporates email check-ins to let your audience know your company is directly available to answer questions and make their experience as seamless as possible.

Be consistent.

Keep a concrete through line in terms of the message you send, even if you tweak it for a particular platform. The more clear and concise your ads are, the better your customers will remember them.

Therefore, the quality of what you offer cements your repetition until they buy what you’re selling. Clarity is always the winning way to go: your profits will show the proof!

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