Hit the bullseye: Why Target sponsored a live music video at the Grammys

In 2015, the YouTube CEO revealed more than 400 hours of video is uploaded to the site every minute.  Viewers are watching more digital and live user-generated streams than ever before.  More social platforms offer video ad offerings than before causing brands to increase their digital video budgets.

A recent pioneering live-video experiment was a Gwen Stefani live music video sponsored by Target during the Grammys.  This event made network broadcasting history as the singer introduced her new music video during a live-televised event.  Throughout the music video Target’s brand colors and logo were featured.  With over 250 crew members and 7 costume changes in a single shot and take during a Grammys commercial break, the brand and singer created immediate buzz.  Target now uses clips of the live performance as digital commercials and actively promotes customers receive 4 additional songs on this album if they pre-order it through Target.

Watch the music video.

Why would Target sponsor this type of event—a first-of-its-kind live music video?  The brand wanted to outdo their last year’s four-minute live performance by Imagine Dragons.  What made this event challenging and unique?  The singer changed into multiple outfits, the music video had personality and spunk, and a stunt double fell at the end causing additional social media mentions throughout the evening.  “Did Gwen really fall?”

Target is making strides to reach a younger demographic and increase music sales.  With this advertisement / music video, Target stood out from the pack and capitalized on a current and risky trend of live-video content.  The end result was successful and amazing.  Target received significant visibility with its creative concept.  It leaves me thinking, how can they outdo it next year?

Read more…

http://variety.com/2016/music/news/gwen-stefani-grammys-live-music-video-target-1201706800/

Star Wars #WheresRey: Social media keeps brands connected with what customers want

Social media gives consumers the ability to speak directly to brands and enable brands to establish two-way communication with consumers.  It’s the conversation that’s important on social media.  By consumers using their voice on social media, they can change brand strategy.  Recent toy brands felt the wrath of consumer frustration this winter.

This past Christmas, we had picked up the Millennial Falcon for my kids.  The toy came with Chewbecca, BB8, and Finn.  We desperately looked for a matching Rey character to add to the set.  We were out of luck.  Shortly afterwards, a friend shared his frustration on social media with the tag, “#WheresRey and with this post I found we weren’t alone.

Brands had a public relations issue on their hands, where was Rey, the main female character?  Customers were fuming and brand responses stated toy manufacturers didn’t want to reveal the plot line.  Including Rey as a toy figurine wouldn’t give away plot secrets, we’re talking the Millennial Falcon, Monopoly, and a six-pack figurine set where her lack of presence was evident.  The audience already knew Rey was a main character as she was prominently featured in the Force Awakens trailer.  Brands quickly backpedaled and stated Rey would be included across more product lines over the next several months.  Consumers spoke, they wanted the main character even if the main character was female.

A recent Facebook post brought this back to view this week along with a new hashtag, #TheresRey.  Brands need to listen to social media responses to stay connected to what consumers want.  Social media word-of-mouth goes viral much more quickly than unhappy customers in the past.

SEO strategies: Impact of voice search and Google direct answers

In 2011, Google launched voice search, a manner in which users can speak their searches instead of relying on a keyboard.  The voice recognition software and technology has improved significantly and consumers are catching on.  A recent Mildmeld study of 1,800 adult smartphone users reported 60% had recently started using voice search in the past 12 months. In our fast-paced digital environment consumers look for quick and relevant information by utilizing voice search.

For brands not changing their SEO strategies to take into account voice searches, they run the risk of losing visibility, ratings, and value.  Along with traditional SEO methods, optimizing the structure of the code and HTML5 tags, relevant keywords within page content and meta-data, and up-to-date sitemaps, there are simple ways to incorporate voice search into a brand’s SEO strategy.

Websites need to include conversational text along with questions and answers within the content and keyword phrases.  The “who”, “what”, “when”, “where”, and “how” questions how important since these are the types of questions consumers are asking in voice search.   Brands need to evaluate questions consumers would ask in reaching their website content.  Consumers are search by asking more detailed questions rather than just general terms.  Traditional SEO strategies need to be updated in order to offset potential decreases in click-through-rates from SERPs.

Aside from voice search providing direct answers to users who use it, Google also increased the number of direct answers displayed on search result pages.  A recent test querying Google with 850,000 questions found that approximately 19% of the results provided the consumer with a direct answer with current numbers possibly higher.   Google is legally within its rights to do so through the Fair Use law for online content since the information is referenced and available via a link.  However, by providing answers to questions, Google is arguably keeping users from clicking through to brand websites, thus potentially impacting website visitor stats.  For those brands whose content is featured within an Answer Box, their reputation as a leading resource in that area increases as Google is featuring their content for free for those questions and keyword phrases.  This featured content may also partially answer a question, since viewable content may be limited, and may actually increase traffic to a brand’s website.  A suggestion to offset Google providing direct answers is to rely less on basic and informational content for to majority of the website traffic.  Create a meaningful purpose and strategy behind the website to keep traffic coming back.

For SEO strategists to successful, we need to stay on top of current trends with voice search and recent Google updates by ensuring websites are mobile optimized and including conversational content.  These advances which impact SEO will continue and will make the overall marketing strategy for SEO interesting in the future.

Read more:

The growth of direct answers: How should SEOs react?
http://searchengineland.com/close-smx-west-growth-direct-answers-seos-react-216009

How voice search is changing SEO
http://www.huffingtonpost.com/michael-peggs/how-voice-search-is-changing-seo_b_8926708.html

4 Search advertising trends to watch – Mobile: Dare we say it again section
http://searchengineland.com/4-search-advertising-trends-watch-240946

Shopping without a smartphone: A disconnected experience. Most consumers admit to using smartphones while shopping in-stores.

Recently, I located an item significantly lower priced at Target compared to other online retailers.  In addition, Target offered a free gift with the purchase which was an added bonus.  Upon arriving at the store location, I realized I did not have my smartphone with me and I’ll admit I’m part of the 90% of consumers that utilize mobile phones while shopping in-stores.   Unfortunately, it’s not just consumers that depend on connectivity.  To assist answering my questions, a store associate asked me to pull up the website.  After admitting I was helpless since I didn’t have my phone we were finally able to find the offer I was looking for.  However, when I needed assistance with my next product on my shopping list, he was unable to help me again.  He directed me to related merchandise, which was not what I was looking for, but I couldn’t pull up the image on my phone to show the associate.

According to Marketing Land, the top activities consumers use smartphones while shopping in-stores are:

1. Price comparison
2. Looking up product information
3. Checking product reviews

Mobile accessibility has shifted consumer behavior.  Retailers have felt the financial pinch of becoming just a showroom for consumers to “try out” merchandise they end up buying from other online retailers.  Online customer reviews have circumvented word-of-mouth influence in the purchase process.  In 2015, Amazon filed a lawsuit against individuals who allegedly have written fake reviews.  With over 81% of consumers searching the Internet before purchasing products, Amazon is closely monitoring consumer-generated reviews to protect the company’s reputation.  Consumer reviews add SEO value product page content and studies have shown higher consumer purchase rates on websites that have reviews.

As with my experience with feeling lost without my smartphone while shopping, consumers are utilizing information on either websites, search engines or apps to make informed decisions.  Retailers that embrace this trend will have the most success retaining and building consumer trust and loyalty.

Read more:

How user-generated content will keep your brand relevant:
https://venngage.com/blog/how-user-generated-content-will-keep-your-brand-relevant-infographic/

27 Ways to motivate shoppers who research online to buy
Infographic from: http://www.adweek.com/socialtimes/81-shoppers-conduct-online-research-making-purchase-infographic/208527

Did you notice enchanted devices and the influence of the Internet of Things in the #SB50 ads? IoT is here to stay.

The Internet of Things (IoT) refers to device-to-device network communication including various consumer household objects.  Although these enchanted objects seem magical to us now, they will soon become the norm as IoT reach and functionality builds.

Take for instance, the Super Bowl 50 commercials.  Several ads featured IoT functionality.  Did these ads stick out to you as you watched #SB50?  Or did the commercials seem normal, part of our culture and not a big deal?

For example the following ad from Hyundai showcases the enhancement capabilities of IoT in consumer vehicles.  This ad uses humor to exemplify a concerned father of a young girl going out on a first date with a young man.  The father insists the young man takes his vehicle which he can track with his smart watch and other devices.

The recent adoption of consumer wearable fitness devices is another example of the influence of IoT. The #SB50 ad features Fitbit proving consumers don’t have to be in the gym to take full advantage of the benefits of the product.

And the last example from #SB50, the Prius car chase ad where the thieves’ get-away car is towed and one of the thieves uses their mobile device to track another vehicle that is nearby. The Prius also utilizes “enchanted” ability to stop on its own when the driver falls asleep at the wheel.

With these added features and functionalities comes risks. Security regarding IoT is a hot topic and a leading reason why consumers don’t feel comfortable with sharing their data with all the products and services out in the market today. While IoT shares data across networks, what businesses do with this information is critical to expanding market potential. While it is scary that Facebook, Google and other Internet behemoths collect data about consumer usage, our personal habits are being monitored in ways we could have never imagined years ago. Purchases we make. Where we go. Websites we visit. Activity through social media. Our world is continuing to build and grow and since we weren’t struck by these ads during #SB50, our innovative society is here to stay.  If we sat back and really looked around, we’d be surprised at how much IoT is around us already.

Read more:

http://www.networkworld.com/article/3030644/mobile-wireless/6-techiest-commercials-from-super-bowl-50.html

http://www.thedailybeast.com/articles/2016/02/08/scary-new-ways-the-internet-profiles-you.html

http://hackaday.com/2016/02/08/the-internet-of-broken-things-or-why-am-i-so-cold/

http://www.computerworld.com/article/3030678/cloud-computing/how-big-data-cloud-and-wearables-are-impacting-super-bowl-50.html

Moments that matter: Our fast paced digital world

Over the last year Google has been promoting “micro-moments”. As our digital world becomes more socially interwoven and fast-paced it is critical that brands identify touchpoints in order to connect with consumers. Brief moments or decisions equate to moments; add mobile to the process and they become micro-moments. How fast-paced are our daily lives? Most adults have their mobile devices within an arms-length away throughout the day, while a third feel anxiety when they don’t have their phone near them.

Mobile strategy is seemingly overshadowing the overall digital strategy. It has been said that mobile is the future. However, it seems that mobile is the now. Consumers now spend more time on their mobile devices than desktops per day and check their phones 150 times a day! This equates to immediacy. Consumers no longer need to wait to travel to the store to find out if a product is in stock. They can view it online and even finalize the order to save themselves the trip. As Google has stated, “We don’t ‘go online’ anymore; we live online.”

Determine the micro-moments when consumers need your brand. Consider the user experience while they utilize your mobile and digital channels or platforms. Review website analytics to optimize the experience. Consumers won’t take time to figure out your brand or wait for web pages to load. Consumers have a finite amount of patience and time to spend looking for information and consumers will click somewhere else. Ultimately, brands need to make a connection before consumers move on to another moment.

To read more:

4 New moments every marketer should know:
https://think.storage.googleapis.com/docs/4-new-moments-every-marketer-should-know.pdf

Micro-moments: Your guide to winning the shift to mobile:
https://think.storage.googleapis.com/images/micromoments-guide-to-winning-shift-to-mobile-download.pdf

Mobile marketing statistics compilation 2015:
http://www.smartinsights.com/mobile-marketing/mobile-marketing-analytics/mobile-marketing-statistics/

Brands missed the boat prior to #Blizzard2016: Personalization

To prepare for #Blizzard2016, Maryland state officials told us to be prepared to be stuck for days.  Stockpile food.  Hunker down.  Consumers made a run on grocery and big box stores for supplies.  Bread, water, milk, and eggs were on short supply.  Grocery stores even featured Ice-Melt in their entry ways.  Shovels and snowblowers were out-of-stock.  By Wednesday, before the incoming Friday night storm, stores began to run out of supplies.  To take advantage of demand, companies should have reached out to the communities to provide information on inventory.  Texts, emails, and social media updates could have been implemented notifying consumers highly sought after and hot-ticket items were still available at their store locations.  Consumers would have shared these updates quickly.  Unfortunately, there were no email messages, social media updates, or notifications promoting storm preparedness prior to the blizzard reaching our area.

During the blizzard, standard brand promotional email messages were sent like clockwork.  One said, “Say Hello to Spring!”  Is the brand showing they care about the consumer?  Millions were impacted by the blizzard, all over the country.  Brands should know my personal location and could be aware that I am being impacted by a blizzard.  Would it be more appropriate to use a different email subject or use a different marketing message?  Definitely!  Several brands sent more appropriate messages like, “Oh snow, you didn’t” and “SNOWED IN? Get Free Shipping + 40% Off Online Savings Pass”.  Excellent, I get free shipping and a discount for my inconvenience of being snowed in my house!

But what about all those brands that missed the boat prior to the storm; those companies that sell snow-related gear with limited in-store inventory or those that didn’t send or target their email messages appropriately?  They lost my business and maybe millions of others.

Brands need to stay connected to their customers, breaking news, and adjust their campaigns accordingly.  Forecasts change, storms worsen, and brands that are in touch with their consumers can post relevant messages that can create a deeper connection with them.

In today’s digital environment brands need to focus on mobile accessibility, real-time availability and updates, audience-segmentation or targeting by location, and accessing consumer data to improve conversion rates.  This technology should be considered with all type of consumer outreach efforts and when these are done successfully during a pending blizzard or important event, consumers will remember how your brand targeted them with a timely message successfully.

To read more:

Email Marketing: Updating an Old Standard for Today’s Consumer: http://www.econtentmag.com/Articles/Editorial/Feature/Email-Marketing-Updating-an-Old-Standard-for-Todays-Consumer-104893.htm

Why Brands Should Hone in on #blizzard2016 Before the Storm Hits: http://www.socialbydefinition.com/content/why-brands-should-hone-in-on-blizzard2016

Emerging Media: How to connect with consumers in today’s digital environment

With the emergence of Web 2.0, consumers and businesses are looking for innovative ways to connect.  It is no longer effective for brands to be one-sided, to just push a message to an audience or potential customers.  It is crucial to use emerging media platforms and technology [blogs, social networking channels, videos, etc.] in a personalized and fluid manner.  For instance, in today’s market, just having a social media presence is not enough.  There is too much noise, we need to create BUZZ, engage followers with concepts they want to SHARE, and incorporate technology and digital data to create a PERSONALIZED experience.

However, marketers need to take it a step further.  Personal and corporate brands need to be creative, innovative and inspiring to draw attention.  To do this, we need to be more aware of how technology, personalized-data, and the streamlined user experience will build these deeper relationships.  We need to integrate our efforts and channels to expand reach.

Emerging media is now integrated into our lives.  With the constant evolution of media platforms and technology, we need to continually evaluate our strategies and approach.  Concepts previously launched won’t be as effective moving forward.  Today’s consumer is easily bored and we need to stay engaged and technologically connected in order to keep them interested in our brands.

Read more:

Accenture Strategy: https://www.accenture.com/il-en/insight-digital-customer-play-to-win-summary.aspx

Adweek: http://www.adweek.com/brandshare/solving-cmo-s-dilemma-targeting-real-people-163348

The Connected Consumer: http://issuu.com/sapientnitro/docs/sapientnitro_evolutionofglobalmarketing_1/1