The Digital Revolution is Happening

Are you on board? Companies are utilizing digital media for their marketing plans now more than ever. The days of advertising on traditional methods like television, radio, print media, billboards, and direct mail pieces are still around, but we see business going for a strong digital presence.

There are many reasons for this change in media vehicles, but the one that should be focused on the most is ROI (Return on Investment).

ROI = (Gain from Investment - Cost of Investment) / Cost of Investment.

In the long run, marketing is all about seeing results. However, ROI is more difficult to determine when utilizing the traditional methods of advertising. This is why digital media is more consistent and accurate with its results. Advertising online can give you extremely thorough reports of who is visiting your ads, how long they view it, if they took action to view your ad, among other detailed insights. For example, if one was to advertise on Facebook, they could choose the gender, geographic region, demographic details, and psychographics (hobbies, interests, etc.) of their target market. This makes it possible for niche marketing to occur. This, along with Facebook's new real-time ad system, is probably why they are projected to make over $2 billion in advertising this year.

Digital marketing needs to engage the customer (also known as pull advertising). Other examples of this include location-based services, mobile apps, or text message marketing. These are fairly new marketing mediums, but some companies are figuring out a successful recipe by utilizing these new trends. Regardless, the digital revolution is happening whether you like it or not. Hop on board before your competition does and kicks you to the curb.





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Is Your Business Utilizing Location-Based Services?

With so many ways to connect with consumers, companies need to have a constant presence to be as accessible as possible. Sure, having a great online presence (company website, Twitter, Facebook, LinkedIn, YouTube, Flickr, etc.) is becoming a necessity, but something that businesses need to be utilizing are location-based services like Foursquare and Facebook Places in their integrated marketing efforts.

These mobile apps, used with Android, Blackberry, and iPhone mobile devices, allow people to connect with their friends by updating where they are and what they are doing. It's like a status update by specifying where your current location is (stores, bars, restaurants, local businesses). Why should companies care? Well, when people check in to a specific location, it is visible to their entire list of friends. The reach with these location-based services is extremely large. More or less, your company is getting free promotion, PR, and word of mouth. If an individual checks in to your local coffee shop and adds the message, "Some friends and I are here to grab a warm cup of coffee, come join us!" This has the potential to bring in more traffic for your business. It also helps that close to 40 million people are using these apps.

These apps give the user a sense of accomplishment by awarding them points, virtual badges, titles, and in some cases promotional coupons for every check-in. Facebook Placesgives businesses the opporetunity to donate to a charity every time someone checks in to their location. Personally, I enjoy going to venues in the area and checking in on Foursquare opposed to Facebook Places. The interface is easier to use and has a much more appealing design. Overall, these apps are a great way to be involved with friends in the area and interact with local businesses. Is your company using these amazingly popular location-based services to attract and retain customers?

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QR Codes

Scan code to go to my LinkedIn page

Yes, I'm talking about those weird 2-D barcodes that have a bunch of little squares put together. When you scan these barcodes with a smartphone, you will receive a transfer of information, whether it be a virtual business card, a website, a video, a picture, or any other type of engaging content.

The marketing purpose for QR codes is to involve the consumer to take initiative and scan your code. I know the Android market has multiple free applications that will help you scan the QR codes to obtain content and I'm sure the iPhone does as well. Most of these codes can be found on billboards, business cards, in-store displays, and even t-shirts!

Personally, I have never seen a QR code when I'm out and about, but that doesn't mean people aren't utilizing them. These codes were actually developed in 1994, but have just caught on in recent years due to the creativity and engaging aspects of marketing campaigns. With viral and guerrilla marketing becoming more commonly used practices, consumers might be seeing more and more of theses codes. The creativity with these codes is basically limitless and I personally believe that companies can reach customers and get them involved in their campaigns. Consumers don't want messages and ads shoved down their throat, they want to participate in them. These QR codes are a perfect segue into making that happen, especially if they offer valuable content to the consumer (product/service information, a cool picture or video, promotional coupon, etc.).





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Video Bio: Next "Must Have" for Job Seekers?

One of my IMC Professors, Dr. Linda Showers, passed along this article to me today, which discussed the intriguing topic regarding video bios. Personally, I can see this aspect of telling your story becoming an essential for all college students who are actively searching for jobs. If students keep the videos to strictly a bio, instead of a video resume, it has potential to be the next expected standard for job candidates.

I can remember when I created my LinkedIn profile a couple of years ago, I thought to myself, "I honestly don't see how this will help me network and find people and jobs," granted, I was not too familiar with how LinkedIn worked, and it wasn't too popular at the time. But LinkedIn caught on BIG TIME and became an absolute must-have for all professionals. This video bio option has the potential to really catch on, set individuals apart from the crowd, and be a necessity in one's job search.

Advantages:
• It gives employers a glimpse of your personality
• You can elaborate on your personal story, which can't be told in a cover letter or resume
• Has the potential to build your brand/image and set yourself apart from others

Disadvantages
• Videos are staged
• They could seem fake or artificial
• If they feature poor video or production quality, it could hurt your brand

Overall, *if the production quality is professional,* and the individual isn't over-top-fake or cheesy, I'd say go for it! Set yourself apart! I might just have to look into this and have a professional video bio made. What do you think?