A note from our presenter Dano:
Thank you for attending our webinar! Feel free to reach out to me with any further questions at de@digitalmarketinggroup.com or visit us at digitalmarketinggroup.com. We look forward to connecting with you as the future of digital continues to unfold.
1. What’s next for Gen Alpha?
This is obviously a huge opportunity and something to be thinking about- however all in all, I think you are going to have to focus more on organic connection and/or influencing their parents as targeting minors through traditional channels is becoming more and more prohibited- and at a minimum is frowned upon. The world of digital marketing is changing on a daily basis- we will see how Gen Alpha impacts the marketplace as time passes and they age into the workforce!
2. How have recent privacy changes on Apple platforms impacted targeted advertising?
The recent privacy changes have without a doubt impacted targeted advertising, as has the crackdown on Meta. This is where the importance of working with a partner to develop a robust first party data capture strategy (or how to best use your existing first party data), someone who has access to good location based data, and a partner who knows how to access and harness third party data to help deliver what you need as a business/marketer.
3. Which is better: Facebook boosted posts, or purchased Facebook ads?
Ideally, a combination of the two as they have different purposes. Boosted ads should be used to increase awareness, engagement, and other top of funnel efforts. Ads are for specific Call to Actions and are more of low funnel strategy.
4. What strategies would you recommend for connecting with people who aren’t sold on your products/services?
Start with how you have converted people in the past that weren’t sold on your product. THEN, try to emulate that process through digital tactics.
Implementing a retargeting strategy can be helpful. This way you are giving your target audience repeated exposure to your brand. It can take 7 exposures before a person makes a purchasing decision.
Build the relationship with potential clients through multiple touches including organic social media content, influencer voices, and targeted ads.
5. Can you suggest a marketing tool that helps with social media development that is not too expensive for small businesses?
While there are several different tools that businesses can utilize to manage their social media management, the single most important factor is building a strong foundation of overall goals, themes, and pillars for the business and it’s content/presence. At DMG, we can provide that as a consultation package which includes tools, resources, tips, and help developing that initial strategy along with content calendar ideas, planning, etc. Without this foundation, continuing to grow, build, and maintain a social presence will prove to be challenging.
When it comes to basic scheduling tools, we utilize Sprout Social (https://sproutsocial.com/pricing/) and we recommend the $150 plan for the extra help, reporting, and additional capabilities. Businesses will either spend time (doing it themselves), money (hiring out), or both, so the decision should lie where the best use of spending that money is. Regardless, the foundation needs to be there!
6. What do you think are the top 3 marketing channels that every brand should be investing in?
While we recommend an omnichannel strategy for all brands, the channel recommendations may vary from brand to brand- depending on target audience, KPI’s, budget and more. A national brand may see the most benefit from Search Engine Marketing, Influencer Marketing, and Streaming Video, while a local business may find an advantage using targeted Social Media Marketing, Display Ads, and a Local Listings package. We work with each client individually to create a strategy with channels most appropriate for their brand, and optimize throughout campaigns.
7. Demand for marketing operations seems high right now, should aspiring CMOs learn this skill set?
As you climb the ladder to CMO, it is likely that you will be involved in 50k foot operations-related tasks, ultimately making you a better leader who understands the day to day tasks of their team. Marketing is changing at lightning speed. In order to become a CMO- aspire to be tactic and platform agnostic with a clear cut understanding of what metrics ladder up to both business and marketing goals of an organization. And don’t forget- shiny objects and new are great- but sometimes old school tactics may be what helps the bottom line. A CMO isn’t just about the fun of marketing and advertising- it is how that function impacts the sales arm and ultimately the bottom line.
8. How best to use AI/Data to refine audience groups in a cookie-less era.
Best practice is to collect your own consumer data and create your own robust first party database. Agencies such as DMG can use data collected for marketing purposes to create “look-alike audiences” to serve your ads to.
Polygonal Targeting and Attribution data (geo-framing) can be used to create audiences from a specific location and time frame, as well as make predictions about consumer behavior. These audiences can be funneled into programmatic or social advertising where we can use A/B testing of creative and messaging on particular audience segments.
Another effective strategy is influencer marketing, which starts as organic reach- but we can extend to social audiences targeted by behaviors and interests.
9. What is the best piece of advice about Digital Marketing have you received?
Have a clear cut goal of what success is and what those metrics need. Note that if the campaign is “performing” but then things aren’t converting (i.e. you are a service business) that marketing can uncover holes in other areas of your business. Is your customer service lacking? Are the leads trash? Cost doesn’t always equal quality. Where are your ads being served? What sites? What is the viewability? Sometimes vanity metrics are just that.
10. Does Google listen to us and feed us ads, too? How do we get ads and feeds that match what we were just talking about?
Although Google and Meta have denied gathering advertising data through voice, it may seem like Google is listening to you and serving ads based upon your conversations because their behavior predictability is becoming increasingly advanced.
11. What is digital video (non OTT)?
Digital video outside of OTT (Over The Top) includes regular video ads, and YouTube TrueView. CTV (Connected TV) is a subset of OTT.
For example:
- OTT: Netflix, Hulu, Disney +…
- CTV: Roku, Playstation, …
- Video: In-app video ads, on page video ads
- YouTube: Ads placed within Youtube videos
These can be placed pre/mid/post roll.
12. Can you please share any insight into Nonprofit/Educational marketing for reading curriculum of children & ESL adults?
Each Nonprofit/ Educational company may have different goals in the marketplace depending on their KPI’s (i.e. brand awareness, clicks, conversions). We would be happy to schedule a discovery call to help narrow down those goals with you and make appropriate recommendations for your brand!
Some questions to think through while creating a marketing plan:
- Who is your target audience?
- What is converting prospects now?
- What is your unique selling proposition?
- Who are your biggest advocates?
