So, are the signs all pointing to your website being held hostage? Did you just lose access to your website? Here’s a quick guide on how you can get your website back:
Are you the owner?
Remember who set up your Domain Name Server, Web Hosting Account and the File Transfer Protocol. If you were the one who set these up, then great! You won’t have problems retrieving access. You are still the owner of your website even if the developer changed credentials.
So, you’re the owner. Awesome! Now what?
You can remove the developer from accessing your website. It may cost you a few calls to the right people, but it is worth it. You’ll gain back control over your website by deleting the developer’s File Transfer Protocol (FTP) account. This is only applicable if you’ve created your own FTP account. Don’t forget to create one for yourself.
Next, change the passwords!
Change all your passwords, especially your domain registrar. When you do this, the developer is no longer able to change any Domain Name Server (DNS) settings.
What if you’re not the owner?
Don’t worry! You still have a chance to retrieve what you’ve lost!
If the web host isn’t the one who holds your website hostage, you can ask them to change the password for you. You’re still paying for your website. This means you are still its solid owner even though you’re locked out by the developer.
But what if you don’t own anything?
Can lawyers help? Possibly. Can you consult another (and a more trustworthy) web developer? Sure.
And if ownership sits with the website developer and they won’t budge, it may be time to consider having the website built from scratch so you can stop losing sleep – and doing it correctly to make sure you have ownership and control of it all moving forward!
If you’re going through this, it’s okay! You’re not alone. Talk to us and let’s discuss how we can help you rescue your website!
https://www.domin8marketing.com.au/wp-content/uploads/2020/02/Best-Instagram-Posts.png450810Krisline Avilahttps://www.domin8marketing.com.au/wp-content/uploads/2018/04/domin8-logo-white-teal.pngKrisline Avila2020-02-29 00:48:232020-03-20 11:45:55How to Rescue Your Website from a Hostage Crisis
It has created a way for businesses to send out their brands’ message to their target audience. Survey says that 73% of small businesses invest in social media, and the most used platforms by marketers in Australia are Facebook and Instagram.
The value of social media is practically embedded into the basics of marketing these days. Brands take advantage of the tools the platforms offer, set up pages and reach out to online communities by joining and setting up groups to organically promote their brands, and most importantly, they use ads.
If your business hasn’t tried setting up ads and you don’t know where to start,learning the different ad types is an important first step. It will help you determine when it is appropriate to do what.
A Simple Guide to Facebook & Instagram Ad Types
Do you want your existing posts to have more exposure? Launch campaign by boosting your post to show it more frequently to a wider audience, or to a specific target. It will guarantee an increased number of reach and engagement.
Do you want to gain more followers and page likes? Create an ad content that includes a specific Call-To-Action button to encourage your target audience to like your page. This is currently only available for the Facebook platform and not Instagram.
Are you aiming to increase your website traffic and/or to sell a product via your social media page? Create an ad content with Call-To-Action button that will take your customers to your website or product page.
Do you want to tap into the feeds of people who have recently visited your website, or people from your email marketing list? Have your ad delivered to a specific audience with retargeting.
Both Promotional and Retargeting ads will not show on your page. These are only visible on your target audience’s feed.
So, which one is the best one? It really depends on your marketing goal. But of course, the ad won’t be effective if you don’t create an awesome content.
Plan and design your caption and creative. Create your social media posts by choosing the right visuals and planning them carefully. Check out our tips here! Once you’ve finalised your content, you’re ready to set sail!
So ‘What’s in it for me?’ you may ask. Well, social media guarantees a range of potential results. As you set up your ad, it presents a specific number of reach and engagement. Here are some of the benefits of social media ads.
• Significant increase in exposure
More people will develop an awareness for your brand. You will become more discoverable. This will then lead to increased number of reach and engagement. This also means attracting leads and developing industry partnerships.
• Community building
When your brand attracts more followers and/or page likes, it will also develop loyal online fans. You’ll have more valuable interactions and conversations with your audience. Facebook and Instagram have made this easy with messenger pop-up and the Q&A feature on stories.
• Attracting talent
Social media has become a way for businesses to showcase their employee experience (EX) and company culture. Therefore, it convinces online job seekers to apply for a role in your company. Social media is indeed a gateway to recruitment opportunities.
• Providing consumer insight
By looking at your social media analytics, you will easily determine your audience behavior. It will help you discover more about what your customers are looking for.
Despite all these advantages, there are still some businesses not keen on using social media to promote their brands. They may be hesitant to try something which for them is out of the ordinary. But every business must take a chance!
How much time and money are you spending on your campaigns? Are you doing it efficiently? Is your brand getting enough exposure it needs? Haven’t tried social media ads yet? Confused? We want to know! Chat to us about your business’ current pain points or concerns and let us help pave your social media path!
https://www.domin8marketing.com.au/wp-content/uploads/2019/08/Social-for-Business.png11382048Krisline Avilahttps://www.domin8marketing.com.au/wp-content/uploads/2018/04/domin8-logo-white-teal.pngKrisline Avila2020-02-23 01:46:022020-03-10 02:45:53Types of Social Media Ads and How Your Business Can Benefit
A website can transform your business. Your website is who you are. It is your ultimate tool, your marketplace, your lead generator, your communicator, your body of work. But what happens when you lose it to a bad web developer?
Let’s say you’re a website owner. You’re all pumped up to get your content published but you don’t know how. You reach out to your web developer to load and publish it for you, but they seem annoyed by your request. They ignore you, or worse, they ask for additional costs. This could be a sign they’re holding your website hostage.
Unfortunately, this happens all the time. Even worse, you don’t have a tiny clue if your website is safe from its developers right now! But there are ways to determine if your website is in a hostage crisis. Here are the warning signs:
The developer is hiding important information from you during the building process or even after the website is built, such as full admin access.
The developer has taken full control of your website without you even noticing.
Your website is accessible to you only if the developer’s demands are met, such as an unreasonable amount of additional fees.
The developer is not giving you ownership despite you being the owner of the brand.
So, how can you protect your website from a hostage situation?
It is tricky to build your own website. If you’re not as technologically skilled as a web developer, you will need all the help you can get. But before you hire any developer or designer, here are a list of steps to take to minimise the chances of a website hostage crisis:
1) Determine who owns the your domain and web hosting.
You don’t necessarily have the own the actual servers your website is hosted on, there are many companies that offer just that – web hosting. However, to ensure you have full access to all your web content regardless of who builds it, you should be the one to register the hosting account so if things ever go wrong, you can recover access by proving your identity with the hosting company.
If you already have a website you want to rebuild, but you’re unsure who it’s hosted or registered with, you can find out by searching here. However, this information is not fully accessible on countries with GDPR laws.
2) Register your hosting account
You need to register and know how to set up your own web hosting account, or you should immediately be given access before building your website. You need to have full control of this, so you won’t have a hard time making updates to your website later.
3) Register your domain name
This is your website’s URL and is a key element to your website, you wouldn’t want to use a random nonsense address when you’re telling people to check out your business website! Don’t rely on a developer or a designer to do this for you. If they buy a domain on your behalf, it’s their domain, not yours. There is a possibility to get it back, but most of the time it costs more than it should.
4) Ask for a contract
You need to consider only working with professionals that will present a contract. You will need to read through it carefully to make sure your website is owned by your business, not by the developer or designer.
5) Ask for the log in details
Before launching your website, make sure you pay attention to the details. You will need to ask for a handful of usernames, passwords and licenses so you can access the backend before you proceed. For your files, make sure you are provided with the FTP server name and path as well.
Never forget the analytics! Get it installed under your business’ Google Analytics account to gain full access of your data. This is important for your SEO efforts.
7) Back everything up
Make sure your developer creates a backup of your website. If held hostage, they can always delete all your website’s data. You can prevent this from happening by backing everything up! When all else fails, your backup won’t. It will save your website.
https://www.domin8marketing.com.au/wp-content/uploads/2020/02/Best-Instagram-Posts-1.png450810Krisline Avilahttps://www.domin8marketing.com.au/wp-content/uploads/2018/04/domin8-logo-white-teal.pngKrisline Avila2020-02-10 00:44:402020-03-10 02:50:57Signs A Website is Being Held Hostage and How to Prevent Them
As a business, how do you get your audience to tag their friends and hit that share button on your posts? How can you make your social media content shareable, engaging, and, well, “tag-worthy”?
Social media platforms are changing more frequently than ever before, and businesses need to constantly come up with better, more creative ways to break through the noise and capture their audiences’ attention.
Not sure where to start? Here are the Top 8 Ways to Make Your Social Content “Taggable”!
And no, we’re not referring to clickbaits. No one likes the feeling of being lured into something false, so make sure your headline is compelling while being true to the content!
2. Pick A Hot Topic
What type of news and trends does your audience watch out for? What topics are they are interested in? Do your research. Check out what competitors are sharing. If you already have an established blog, take a peek into your analytics and explore your audience behavior – use your data to identify popular topics and get writing!
3. Write Something Practical
A study on the psychology of content sharing showed that 90% of social media users share helpful content that is beneficial in solving other people’s problems. Majority of your content should include solid information or some form of advice.
Another popular content type are not only informative, but fun as well. Examples of these are list posts (headlines that start with words like “Top” or “Most”) and instructional contents (the “How-Tos” and “DIYs”).
4. Tell A Story
People love a relatable story. If you put a personal touch to your content, and people relate to it, they are more likely to share it. We are emotional beings and whatever we see online that makes us laugh, smile, cry, or angry, we share and pass it on.
While it’s important to stay relevant and cover hot topics, there’s also value in creating timeless content.
According to a study by Buzzamo, evergreen content consistently gains shares and links. Create content your audiences can go back to after a couple of years that would still feel relevant and shareable. These also means you’ll have content you can reuse again and again over the years!
Not everyone has the time to read a lengthy article, but there are other ways you can pass on useful information and get your post shared. Explore the different content formats and determine which one best fits your content and audience’s interests.
Here are the top content formats to maximise post engagement:
Timing is the key to your successful social media content. Post on days and times your audiences are most likely to be online.
Sprout Social’s 2019 global study found that the best day to post on Facebook is Wednesday at 11:00am to 1:00pm (lunch time), while on Instagram, the best days are Wednesday and Friday at 10:00am to 11:00am. Of course, this varies depending on your location and type of business, so definitely check out the analytics for your social media platforms and work out your audiences’ online behavior.
Social media is an ongoing learning curve as new technology is released and our audiences change their behaviour. Have you been doing something that’s worked super well for your business, or are you having trouble getting your channels to where you’d like them to be? Let us know, we want to hear all about it!
https://www.domin8marketing.com.au/wp-content/uploads/2019/08/Tag-Worthy.png9001620Krisline Avilahttps://www.domin8marketing.com.au/wp-content/uploads/2018/04/domin8-logo-white-teal.pngKrisline Avila2020-01-05 20:10:332020-03-10 00:43:11Top 8 Ways to Make Your Social Content "Taggable"
We made it, to yet another decade (YAYY!) and we’re excited for what’s to come! As we welcome this new era of digital marketing, we look at the top trends to watch out for in 2020.
There was a time when AI, data-driven marketing and visual and voice search engine optimisation were so far-fetched and ambitious that marketers didn’t even consider them to be possible tools for their brands’ success. Now, these technologies are in an upward trend.
The development of these trends are so fast paced, there’s no stopping its rapid advancement. Here, we explore the biggest marketing trends of 2020 that brands shouldn’t ignore.
Social Commerce or Shoppable Posts are the types of social content where we can purchase a product or service. This is a brilliant way for businesses to bring their social media followers to their websites. People already use social media to research about a product (e.g. types, brands, functions and reviews), so this feature perfectly creates a call-to-action to convert the curious consumer into a customer right there and then.
It isn’t new in the social space but with Instagram’s announcement of the Checkout feature early last year, 2020 will see an increase in its use.
Chatbots and Conversational Marketing
Chatbots are what brands need right now. Let’s face it – consumers are impatient. Hubspot’s recent study on Live Chats found that 82% of consumers want a response within 10 minutes of when they ask a question about marketing or sales.
This is one of the reasons why chatbots have been in demand in recent years – and it will continue to grow in 2020. Consumers prefer chatbots over other means of contacting a business as they are responsive 24/7 and can accurately record messaging and purchasing history.
Despite the rise in chatbot demand, people are also looking for a more human approach. Conversational marketing is a real-time, one-on-one connection between brand marketer and consumer.
Businesses can build stronger relationships with their customers with conversational marketing. Through messaging apps and third-party tools that allow chat boxes installed on their websites, it allows us to enhance the user experience.
Programmatic advertising is the automated buying and selling of online advertising with the use of AI. This automation makes transactions efficient and more effective, streamlining the process and consolidating your digital advertising efforts into one technology platform. Ad placement, media buying, performance tracking and customer targeting are examples of programmatic advertising.
It is effective as it uses automation, therefore it’s faster, more efficient and helps businesses acquire more customers at a lower cost.
Any form of video content, from short films to explainer videos, guarantee a boost in social reach and engagement for as long as your business properly utilise your social media platforms. One example is the live broadcast feature of Facebook and Instagram. This allows brands to launch a live streaming event where viewers can participate by leaving messages in the comments section. LinkedIn has also launched a live stream feature early last year, which is has been especially helpful for B2Bs.
Another type of effective video content is the Vlog. Unlike explainer videos, vlogs have a more personal touch to it. Viewers love it because it’s relatable and more human.
Visual and Voice Search
People are now using search engines on a whole new level. With voice and visual search tools now developed and made available to all, businesses need to bump up their game with their approach on SEO.
Ultimately, AI is the key driver in today’s marketing. It helps businesses understand their customers’ behavior and search patterns by analysing and monitoring data from social media platforms and other websites.
Despite this, businesses are keen to focus on people as well, not only in technology. According to marketing expert Michael Brenner, “there is a pushback against the increased digitisation and automation of interactions between brands and consumers, and a desire to make marketing more human again.”
Is your business up-to-date with these digital marketing trends? Which ones have you already implemented? Let us know your thoughts!
https://www.domin8marketing.com.au/wp-content/uploads/2020/01/shutterstock_722600041.jpg13332000Krisline Avilahttps://www.domin8marketing.com.au/wp-content/uploads/2018/04/domin8-logo-white-teal.pngKrisline Avila2020-01-02 01:18:572020-03-10 02:02:58Digital Marketing Trends in 2020 Businesses Should NOT Ignore
Most businesses from different industries, old and new, have been using social media as one of their standard online marketing and selling tool. The Real Estate industry is no different, yet there is still significant reluctance across real estate agents to take on social media as a core part of their strategy, especially independent agents or smaller boutique agencies. Whether it’s a feat of the complexity of ‘how it all works’ or simply not knowing where to start, the time to overcome all that and leverage social media is now! Here, we discuss why social media is important for your real estate business.
A study on realtors in the digital world found that most marketers from the real estate industry have made social media a platform for gaining customers and boosting sales. The study also states that 99% of millennials and 90% of baby boomers begin their home search online. It’s clear that social media is beneficial. But you need a killer strategy to be able to pull off your online presence.
You can’t just put up a social media page and post stuff. It must attract your audience – property investors, property buyers, property managers and the likes.
Here’s how you can utilise social media for your real estate business:
Facebook is an easy platform to use. It is tailored to fit all sorts of businesses. You can easily determine user behavior from Insights. It presents your audiences’ age, interests, location, and many others that will be of great help to your content strategy.
Facebook ads will benefit your business as it’s built for you to create a post that targets a specific audience who are most likely to buy a property in your area, leading them to a desired call to action, such as viewing your website or providing contact details for you to reach out to them on.
This platform is visually oriented. Image posts of the property you’re selling are always enticing for property buyers. It will help you showcase the ins and outs of the property, from the floorplans to the home décor, and even a stunning view.
Instagram will also help you showcase a visual of the surrounding areas. Post photos of the whole neighbourhood, nearby establishments, a school maybe, or perhaps even a hot spot for fun activities.
LinkedIn is a B2B platform. A LinkedIn account will help you establish your brand as an agent and feature your online CV and portfolio. It may not be the best place to acquire the typical home buyer or seller, but it’s a perfect place to share your (or your agency’s) achievements, network with the industry, or launch your career, if you’re just starting.
On top of a LinkedIn account, you can also create a separate LinkedIn company page. It will help your business boost brand awareness and establish an online presence.
Once you’ve figure out which platforms are best for you, it’s time to plan your content! However before you dive in, consider the following points:
Like what we’ve mentioned earlier, you need to not only share photos of the property, but its surrounding areas as well. For example, post a photo of a coffee shop and mention how close it is to the property. Accompany it with engaging caption to tell a story and make it memorable.
Educate your clients. You must have a sense of transparency with your client. When they learn something about the real estate market, they become a smart property buyer. This will help secure trust and maintain great relationships.
Engage with your online community. Don’t be a snob! When someone reacts on your post or sends an enquiry via your social media channels, respond to them. This will help you gain more followers and acquire more clients.
Don’t be a fake, be yourself. Sound sincere in your content. It’s nice to speak from the heart and talk about why you want to genuinely help your clients.
Social media has indeed already made a huge impact on any type of business. It has also been proven effective specifically in the real estate industry. It’s the easiest way to interact with your existing clients and potential ones. It’s just a matter of using it right and making it suit your business.
We’re interested in hearing how you think your real estate business can utilise social media. Comment your thoughts below!
https://www.domin8marketing.com.au/wp-content/uploads/2019/08/Real-Estate.png13502430Krisline Avilahttps://www.domin8marketing.com.au/wp-content/uploads/2018/04/domin8-logo-white-teal.pngKrisline Avila2019-11-30 01:40:162020-02-26 01:45:25Real Estate and Social Media – Getting the Best of Both Worlds
We all know that visual content is a real attention grabber, and one of the most successful platforms to capture the attention of online audiences is Instagram. Research suggests that Instagram will become even more popular in the years to come!
Most Instagram users are Millennials and Gen Zs, which make up the majority of online consumers today
Instagram has a mobile-friendly interface
Marketers find Instagram better for branding
Users can explore and get discovered more quickly because of the use of hashtags
Most posts on Instagram are positive and inspirational
As a business, how can you utilise this platform? Are you doing enough to get your message across but at the same time keeping up with the trends?
Make It Pop!
One of the keys to gaining higher engagement rates on social media is highly compelling visuals. It takes effort to create a visually stunning feed, and it’s not only about simply posting any photos or videos at random.
How do you pick the right ones and carefully plan your Instagram posts? Here are some tips from our Social Media team:
Know What Your Brand Is All About
Your image posts need to have a similar look and tone with your branding.
For example, if you use teal and grey as the main colour scheme in your branding, then try applying this look and feel to the images you post. You may even apply the chessboard effect (alternating between dark and light) to create an extra layer of consistency throughout the feed.
Master The Art of Curation
Do some visual styling. When planning the order of your posts, visualise how your entire feed (profile) will look. Are the colours balanced? Do the tones of each post look uniform or work well with each other? Does it look consistent?
You may even cut a large image into smaller pieces so that different posts can form a bigger picture on your feed, like a puzzle!
A good example of this is Coca-Cola’s Instagram feed. For their social media campaign of their partnership with most-watched series on Netflix set in the 80’s, Stranger Things, they used these 80’s themed posters of the ‘New Coke’, videos that looked like it was shot using an old VHS camera and of course, the upside down Stranger Things font and visual style.
Schedule Your Posts
Use social media tools to plan and schedule your posts. Choose the ones that would best fit your marketing workflow, needs and budget.
Preview App allows you to see in Instagram’s grid view what your feed will look like. You can see all your scheduled posts in one glance. You can drag and drop your posts around.
Later is an Instagram tool that allows you to schedule your posts and stories. If you’re working in teams, you can also share your drafted posts with your teammates.
Gain is like Later minus the feature on scheduling stories. It also allows other team members and clients (if you’re an agency) to easily leave notes and approve the drafted posts and send them to be updated or scheduled.
Reveal What Goes On Behind The Scenes
While you want to curate the best version of your brand on the feed, your brand still needs to stay ‘human’ and grounded. Share what goes on behind the scenes (BTS) to make everything happen and further interact and create relevance with your followers!
If you’re a photographer, for example, and you’ve just posted your most recent work, then post some behind-the-scenes shots as well! To avoid “killing the look” it’s generally more ideal to post them via your Instagram Stories, unless you have BTS content that’s just as high quality as the images you use for your feed!
Make Your Team The Stars
Show off your employees! It’s an easy way to share the pride your team takes in the work they do, and also helps to humanise your brand! Share photos of them at work or having fun together. Showcase your company culture. Hootsuite is an example of a brand that does awesome work with their employee experience.
Never, EVER, Use Staged Stock Images!
Stock images are a huge NO, especially when they’re overly staged and unnatural! Some companies would rather buy stock images than hire professional photographers, but what they don’t get is that bad stock images are really bad for their brand. Here’s why:
There is no authenticity.
It’s not subtle – always looking too staged and forced.
Models are overused.
It doesn’t show anything unique about your brand!
Consistency Is The Key!
Your posts have to streamline its tone of voice with your brand. Follow the brand styling guidelines. Pick photos that would reflect your brand. Use a specific filter, so that when a person sees your profile or your post, they immediately know that it’s your brand they’re seeing. If you’re using videos, then apply the same formula.
Keep it consistent, but also make it diverse. Find a diverse range of topics to post about that would be relevant and useful to your target audience, and accompany them with compelling and eye-popping visuals.
Create content that adds value to your Instagram audiences’ lives, while spoiling them with a constant feast for their eyes 😉
https://www.domin8marketing.com.au/wp-content/uploads/2019/08/Best-Instagram-Posts-1.png11382048Krisline Avilahttps://www.domin8marketing.com.au/wp-content/uploads/2018/04/domin8-logo-white-teal.pngKrisline Avila2019-11-26 01:42:442020-02-26 01:44:18How To Create Eye-Popping Instagram Content
The social media giant recently announced that it has rolled out a trial to hide the number of likes on a user’s post. The user still gets to see who have liked their posts by clicking on “and others”, however no other account can see this figure. The change has been implemented in seven countries including Australia.
The reason behind it?
“We want Instagram to be a place where people feel comfortable expressing themselves,” according to Mia Garlick, Facebook Australia and New Zealand’s Policy Director.
By removing the number of likes, their goal is to also “remove pressure” on its users. According to reports, the test also aims at determining how it will benefit the user experience by making them focus more on sharing content of things they love, rather than acting on the pressure of gaining a certain number of likes.
It’s a fact that social media influences our mental health. A 2018 survey from the Pew Research Centre found that about 40% of teens in the US feel pressure to only post content that had earned a specific number of likes and positive comments on social media platforms.
Considering these findings, Instagram has taken action to help resolve the issue by rolling out a few changes, including:
a new feature called “Restrict” to prevent bullying
and now, adding to this list is the “No Likes” test
How will the recent Instagram changes affect Aussie businesses?
The changes won’t have much effect on the way brand and influencer accounts (now called Creator Accounts) access their own data analytics. Instagram has said that analytics tools and other measuring platforms used by businesses are still able to track the number of likes on a post. However, social media marketers who use Instagram as their main platform will need to adapt. It’s no longer just a simple numbers game of “how many likes” and “how many followers”. Instagram strategies for businesses will need to be revised.
Humans are inherently social and follow a herd mentality, so if likes per post is a key metric you report on for your accounts, be prepared to see an overall drop and set new average benchmarks. The logic is simple – when users don’t see likes on a post, they are generally less likely to engage with it themselves.
How do we keep up with the pace of this ever-changing platform?
As a business owner, or a digital marketer, how can you adapt to these changes? Are you currently measuring your Instagram account’s success simply based on the number of likes on your posts? If so, have you considered different ways to measure your success apart from this metric?
This change is likely to stay. But don’t fret! You can generate successful outputs without having to feel pressured on the number of likes you get. Forget everything you know about Instagram post likes. Start paying more attention to your post reach, shares and clicks. These are metrics to identify whether users view your content to be “worthy”, and are key indicators of whether they will continue to take further actions with your brand.
It all boils down to how businesses will rethink the way they analyse data and the kind of content they put out there in order to drive a wider reach to achieve your business goals, and focus more on sharing content that drive sales, boost brand affinity and loyalty, and encourage user engagement in the long term beyond just post likes.
“While it’s a huge change to Instagram as we know it, it’s definitely not unwelcomed and it would serve to filter out a lot of ‘noise’ to ensure quality of content.” says Michelle Chiu, the founder of DOMIN8 Marketing.
“Instagram, social media, and digital marketing in general is a forever changing landscape. As a business owner or marketer, it’s just a matter of taking time to keep up with the latest updates, and being quick to adapt to new techniques and strategies. If your marketing budget allows, it would be helpful to gain insight from industry experts and specialist agencies.”
What do you think about the changes? How has it affected your social media performance so far?
Let us know in the comments below – we’re keen to hear about how it has impacted each brand!
https://www.domin8marketing.com.au/wp-content/uploads/2019/07/d8-ig-likes-no-likes-1-1030x746-1-e1564361715978.jpg398550Krisline Avilahttps://www.domin8marketing.com.au/wp-content/uploads/2018/04/domin8-logo-white-teal.pngKrisline Avila2019-07-26 15:46:002019-07-29 15:21:50Instagram Likes No Likes. What does this mean for Aussie businesses?
Now before all the big data advocates out there challenge me with arguments for the importance of data in marketing, let me just clarify one thing: I myself am very big on data. In fact, every project I enter into, my first two questions are always: 1) “How are we tracking this?” and 2) “How are we using the data to improve?”. So believe me, the purpose of this post is not to tell you to stop using data.
With the aid of technology advancements collecting data is now easier than ever, from every phone tap to even the slight twitch of an eye while browsing a website, marketers now have access to all facets of consumer behaviour along their buying journey.
Companies are fast realising and leveraging on these opportunities by shifting large portions of their marketing budget towards the acquisition of analytical software, and even building entire new departments for this sole purpose. So much so that data has become a single focal point to drive marketing forward.
Yes, data’s now a crucial part of strategic marketing, but should never be the ONLY determining factor of your strategies. Here’s 3 simple reasons why:
1. The traditional stuff worked before (and still do).
Television, radio, billboards, print – the traditional methods of advertising were purchased based on estimated viewership and circulation, and little to no empirical data to support their spending. Without direct linkage from an ad to the conversion, accurate ROI was hard to prove. Yet these were the main ways companies interacted with their audiences.
We can spend all our time looking through data to find patterns and leverage on them to maximise our ROI until we reach the point of diminishing returns. However, all it takes is a slight change in consumer sentiment to send all our patterns out of whack.
Consumers are emotional human beings, and should never be seen as just a big pile of data waiting to be deciphered.
For a campaign to be successful we must connect to our target audience on the deeper emotional level, identifying a need or desire and finding a point of relevance to communicate our product as the solution. Use emotions to create a bond between our brand and our customers, so that even when sentiments change, they will still come to us to satisfy that underlying need.
3. Don’t kill creativity by repeating history.
Creativity is a phenomenon whereby something new and valuable is formed.
Yes, collect the data and use them to make decisions. Just be mindful that all that does is tell us to repeat something that was done before based on higher performance. Historically.
One cannot innovate if we keep following the same routines, so as marketers we must always challenge ourselves to look away from what’s been done, and identify whatelse can be done to take our campaigns up another notch.
Data analytics have opened up many new ways to refine our marketing strategies, but should not be the defining factor of all our activities. To stay on top of the game and be resilient to changes, we must understand the lingering success of traditional media, stay true to our target markets’ craving for real human connections, and keep an open mind for creativity.
Trust your gut instinct, and support it with data.
https://www.domin8marketing.com.au/wp-content/uploads/2018/06/creativebrain.jpg398550Michelle Chiuhttps://www.domin8marketing.com.au/wp-content/uploads/2018/04/domin8-logo-white-teal.pngMichelle Chiu2018-06-07 15:25:272019-07-29 15:22:01Data should NOT define your marketing strategy
Having spent a good part of my childhood in Hong Kong, I remember being excited every Mid-Autumn Festival, because I would have the chance to go to the park and hang out with other kids until late at night, roaming around and showing off our awesome blown up lanterns attached to a plastic tube handle.
It’s been a long while since I’ve participated in this especially because I moved away from the city for a number of years, but it has always been something I reminisce about every time the festive period came around. It is undoubtedly part of the Collective Memories (集體回憶) of all Hong Kong children. Ahh, the good old memories.
Everywhere I walked were people with their heads down focused on their phones, some exploring solo, some as couples and some in groups of friends. In fact, when I reached the park opposite my block, I noticed that I was reliving my childhood moments from Mid-Autumn. Except this time around instead of lanterns dangling off plastic tubes, it was brightly lit smartphones attached to portable powerbanks. And the ‘kids’, well, are probably the same kids that I would have hung out with some decades ago.
As I was washed with an overwhelming feeling of nostalgia, this strange correlation made me realise one thing. The game’s success is built on Collective Memories.
For those that have played it you’d know it’s overly simple. Open the app, walk around until you see a Pokémon appear on your screen, swipe Pokéballs at it until it’s ‘captured’. Repeat.
The game’s popularity is not because of the gameplay itself, nor is it the graphics or storyline (what storyline?). It is because of the childhood memories of the the millennials, and the sense of nostalgia and belonging the game brings. I myself reconnected with a friend I have not seen for several years just because we happened to be playing Pokémon Go in the same park by chance, and I also noticed strangers on the street connecting with one another over the game. It’s the feeling of ‘hey I know what you’re up to, you’re awesome too’, and the ability to bond and be a part of this community.
It is estimated that millennials will be spending $200 billion annually by 2017. So if you wanna be the very best, like no one ever was (please excuse the reference), you need a thorough understanding of their behaviour.
Pokémon Go is a golden example of how millennials consume products. They act on feelings and emotions. Genuine connections with a brand are more convincing for them than any sales or marketing tactics that they are targeted for.
So find relevance in your product for your target market, activate emotional responses. Be convincing in your communications, and build genuine relationships with them.