Tracking Cookies are coming to an end, how will advertisers pivot
Despite shifts in marketer priorities and stark warnings from experts, it’s still not clear how advertisers will navigate the landscape after third-party cookie deprecation.
Apple Privacy changes impact on Facebook Ads
It’s finally happening. If you’ve watched the recent Netflix series The Social Dilemma you’ve seen how social media platforms are tracking us using data and how they’re feeding that data to advertisers. I had a few conversations with friends and family who also watched the movie. They all seemed a little shook at how their data is being used. Most came to the revelation of “oh, so that’s why I keep seeing the same headphones from Amazon in my newsfeed.” Now as a marketer who is uploading customer data to Facebook, Google and other ad platforms almost daily I would respond with “if you liked those headphones, isn’t it nice to get a reminder? and isn’t it better then getting hit over and over with a bunch of ads for stuff you don’t want?” Think about TV commercials, if you’ve ever been sick in bed on a monday afternoon and forced to watch the Price is Right you’ve seen an ad for the Hover round, the Clapper or AARP. TV commercials became so invasive that people have pulled the plug in dramatic fashion and are now using paid services like Netflix to get around them. At least with retargeting ads (this is what the ads that target users based on their data are called) you’re seeing products and services that you were actually interested in at one point.
Here’s a few examples of how small businesses will be affected by Apple’s privacy update:
You book a reservation online with a new restaurant. You go to that restaurant, have an amazing dinner and say to your date “this place is great, we need to bring our friends here.” You leave the restaurant and completely forget that you were there. Your parents come into town and you take them to Applebees because you completely forgot about the great meal you had at your favorite new restaurant. Now, say that restaurant is using a company like ours to handle their marketing. We pull all of the names, email addresses and phone numbers from their online booking software and upload to Facebook ads. Facebook then matches people’s profile based on the data that we uploaded. We use that new audience to setup an ad that says “You’ve been to our restaurant before, we’d love to see you again! Here’s an offer for a Free Appetizer on your next visit” You see that ad, and now your family is sharing a memorable new restaurant instead of eatin good in the neighborhood.
You visit a local hardware store website in the summer looking to rent a chainsaw. You don’t rent the chainsaw, but you like that hardware store and would rather support a local business than go to Home Depot or Lowes (who spend billions on TV ads.) That hardware store’s website has a Facebook pixel installed which essentially tracks users that come to their website so they can market to those users in the future. It’s now 8 months later in the middle of the winter and you’re desperately looking to buy a shovel and salt because there’s a foot of snow on your driveway. Home Depot and Lowes are completely sold out. You see an ad from your local hardware store pop up in your Facebook feed that says “We have shovels, salt and snow blowers in stock!” You shoot over to the hardware store, buy your shovel and salt and your problem has been solved.
Both of those examples show practical ways that using consumer data better connects consumers with the small businesses that matter most to them. Apple privacy settings update will not allow Facebook or other social apps to share the data. When this happens you’re essentially turning off the faucet for small businesses to connect with consumers and opening the floodgates for large corporations to drown you in ads.
For information about how we’re helping our clients combat this problem, please reach out through our website.
You can read more on Facebook’s stance on this new social dilemma HERE. There’s also a great article on CNBC that has more information including how the industry is adapting their advertising strategy.
Apple Privacy changes affecting Facebook ads
Fun Videos from Small Talk Media
It can’t be all work and no play all of the time. Here’s a few videos that we put together for some of the fun events that we’ve been apart of.
A+ Social Campaign by A1 “Sauce”
A1 is the steak sauce that our parents ALWAYS had in the cabinet. It was absolutely generational as I remember my parents and grandparents using it but very rarely see someone my own age use it. I’m guessing that their sales saw the same decrease in users as they’ve went through a rebranding process to drop the “steak” from the staple steak sauce.
To do this their internal marketing team hatched a plan entirely surrounded by Facebook’s popular relationship status. Simply put, A1 was going to move from “in a relationship” with steak to “it’s complicated”
So the question, as always in advertising… Did it work?
- The YouTube video has been viewed over 1.3 million times.
- One source says that the YouTube video was viewed over 100,000 times in a couple weeks.
- A.1 posted the video to their Facebook page multiple times, the first receiving 3,161 likes and 779 shares, and the second receiving 3,834 likes and 887 shares.
- When the video was created, it shows that the A.1 Facebook page had 154,405 likes. At this time – November 19, 2014 – the page has 165,659 likes. Although this might not be a direction result of the campaign, their Facebook presence has certainly increased in just 5 months.
So, I’d say yes!
BONUS VIDEO!
Video Marketing: Now Offered In House by Small Talk Media
Facebook is no doubt the largest player in the social media advertising space right now. With the ability to target users based on their “likes” and where they live, Facebook has given businesses the ability to find new customers like never before.
We’ve been using Facebook ads at Small Talk Media for years but it wasn’t until recently that there was such a strong emphasis on video ads. Small businesses are putting out short videos and seeing astounding engagement numbers. Recently I attended an event put on by Facebook to teach business owners about Facebook advertising. Out of a 2 hour presentation they spent at least half the time talking about video ads and how impactful they are for their advertisers. When Facebook is spending this much time on a topic you know that they’re taking it very seriously on the backend as well.
After leaving the event I immediately started to work on ways that I could help my clients with small advertising budgets enter into the world of social video marketing. I brought in my friend Terry who’s known for great video work to see if we can offer something to the public that makes sense from a financial standpoint but would still make a big impact on the advertisers bottom line. After a few hours of racking our brains we came up with the following cost effective packages that utilize the talents of both of our teams:
Video On-Demand – $250.00
The video team will stop by to grab some incredible footage of your business at a time of your choosing. We will then process that into a 1 minute library to create content from. In addition we will create an ad of your choosing, 15 second Instagram? 30 second Facebook? We’ve got you covered.
Video Vault – $500.00 per month
Our video team will drop in twice a month to create the kind of content you’re looking for on a monthly basis. You will get 3 minutes of content added to your library per month and 2 minutes of edited content. Want a longer form piece for your website or youtube? You can have it!
Extra Edits – $100
Want to tap into that library? We can create anything you’d like from that existing library for just $100 bucks a piece!
Want more info? Hit us up HERE
Here’s a Few Recent Videos by Our Team
Local Table from TerryLeahyFilms on Vimeo.
Snapchat Creative Marketing
There’s money to be made through Snapchat filters
Remember back in the good old days when nightclub promoters would wage war on one another by handing out flyers at competing clubs? With Snapchat geofilters the game is back on and we’re seeing some huge results. Imagine spending $9 and getting your flyers into the hands of 13,000+ people!
Here’s the results from a recent $8.75 filter that we placed on Snapchat…
You can see that the amount of people using and viewing these snaps are astounding and this was only over a 4 hour period. You’ve seen the reach, now you need the strategy.
Snapchat filters are easy to setup; you create an account HERE, download the template, make a simple ad with your branding in photoshop or illustrator, upload your ad, set the date and length of time that you want it to run, draw a map around the area you’d like to target, insert your credit card info and you’re good to go. Ads typically take 24 hours or less to be confirmed or rejected. While they do have a terms of use section I’ve found that it’s more of a test and measure situation as there’s a lot of inconsistency on their end.
Now for the fun part. Anyone can drop a filter over their own business but try to think outside the box when placing your filter. Is there a huge concert in town and you want to drive people to your bar after the concert? Try making a filter that says “After Party at.. (your bar’s logo)” and placing it right on top of the concert. Everybody at the concert will be on Snapchat and your bar will be the first thing they see!
If you have an Art Gallery in Old City Philadelphia it might be smart to drop a filter over Old City during first Friday to get people to come to your gallery first.
Are you trying to sell your business to business product to a large company? Drop a filter over their building with your logo. Yes, people are on Snapchat at work and yes, they’re gonna know who you are and they’re gonna talk about it.
Being that our business is deeply entrenched in the hospitality marketing space our most effective tactics come from targeting crowded areas with like minded consumers and the results have been astounding. It’s not that hard to setup for yourself but definitely takes some time to manage. If you want some help from us hit up a member of our team HERE.
Summer at the Jersey Shore Marketing Stats
This Summer Small Talk Media will be Playing in the Sand!
For the first time since our inception we will be doing business in the Jersey shore markets. We’ve done the research and can see that there’s an immense amount of traffic online that’s been relatively untapped by business owners. See our market research in the infographics below. If you want to discuss digital marketing packages this summer at the shore Contact Us today!
New Jersey Shore Digital Marketing Research 2016
Social Media Marketing Statistics Jersey Shore 2016
New Jersey Shore Digital Marketing 2016
Real-Time Advertising on Facebook & Google
Your definition of real-time marketing is about to change. While real-time marketing will still revolve around social, new elements are hitting the scene. While real-time marketing on social media is efficient, it may not reach the top retailers you need to properly expose your brand. RangeMe allows direct contact with top retailers, with the opportunity to promote to places such as Target for target partners online. Despite this, real-time marketing is still a vital part of an advertisement.
Both Google and Facebook recently announced new real-time marketing additions. Google, of course, has been the key platform for internet marketing for a while now, with all brands and businesses looking to perfect their SEO so that they can perform best on Google. This is often done by professional SEO teams such as bigfootdigital.co.uk that help their clients become higher ranked on search engines. However, it seems that both Google and Facebook are developing their presence in the online marketing world. Unsurprisingly, both arrived just in time for the historic Super Bowl 50 on Feb. 7. Now both platforms can roll out their new features to eagerly awaiting brands and fans by seizing the Super Bowl’s momentum.
The 2015 Super Bowl was the most tweeted ever with more than 28.4 million tweets. Facebook also saw record-high numbers with more than 265 million posts and conversations about the Super Bowl.
The significant bump in both traffic and engagement drastically affected the ads running on Facebook. Click-through rates for Facebook ads were up 9 percent, while conversion rates increased by 415 percent compared to the Sunday prior, according to Marin Software data.
Super Bowl organizers announced this year’s NFL title game will be the most technologically advanced game ever played. With this in mind, the opportunity to generate mobile ad revenue is undeniable. I’m guessing it will be the most social game ever too.
Here’s what you need to know about the new real-time marketing additions. Follow along with the features as you tune into Super Bowl 50.
Google introduces real-time advertising
- What: Real-Time Ads let brands publish advertisements live.
- Why: Google wants “to help brands be a part of live events conversations in a way that’s timely and relevant.” Ideally, your message should “tie directly to the big moment consumers just experienced.”
- Where: Your brand can instantly run real-times ads on YouTube as well as the apps and 2 million sites in Google’s Display Network.
- When: Right now, this new addition is still in beta. Its first major test will be during Super Bowl 50. Later in 2016, the feature will roll out more broadly.
- How: If you’re thinking, “How could I create and publish a relevant ad during a live event?” Google wants you to know that while the ad will run it real-time, “right now, the content is typically preplanned.” Phew! However, for some businesses, Google ads are not used because of rule changes, bail bond ads are one of these chosen. You can see why Google banned bail ads and what to do if you need to advertise in alternative ways. by looking at sites such as bailwebmasters.com.
- Advantage for your brand: Real-Time Ads allow you to connect and talk with consumers when you have their full attention. So, make use of it. Oreo’s 2013 viral tweet about the Super Bowl power outage is a perfect example. Your brand can quickly chime in on real-time happenings. Or, you can amplify the same message that’s already running on other platforms.
Facebook’s new Sports Stadium can show live updates of the game as well as comments from friends. (Image: Facebook)
All about Facebook’s new real-time additions
- What: Facebook Sports Stadium displays all content related to the game in one place. Specifically, you’ll see friends’ comments, experts’ commentary, live scores and game info. The game unfolds with a live play-by-play, even allowing you to comment on and share individuals plays.
- Why: Facebook declares itself “the world’s largest stadium” with over 650 million sports fans. Now, they want Facebook to be your go-to place to watch and talk about the game.
- Where: Search for the game in your search bar on iPhones. Facebook Sports Stadium will roll out on other platforms in the next few weeks.
- When: It’s live! Right now, Facebook Sports Stadium is broadcasting American football games.
- Advantage for your brand: There aren’t too many ways for your brand to participate in Facebook Sports Stadium – yet. For now, your best bet is to run Facebook ads during big football games to get your message out to a captive audience. Maximize your momentum by creating football-centric content.
Article originally posted by on Emma Fitzpatrick on Exclusive.Mulitbriefs.com
New Client Spotlight: Premier Urgent Care
Premier Urgent Care is our newest client
We’re happy to announce that Small Talk Media is now the full time digital marketing agency for Premier Urgent Care. If you’re not familiar Premier Urgent Care is a chain of 16 medical facilities staffed by board-certified physicians to provide responsive, compassionate emergency-level care on a walk-in basis to people with urgent medical needs. Along with emergency treatment each facility also provides drug and alcohol screenings such as a 12 panel drug test, pre-employment physical examinations, X Rays, vaccines, sports injury treatment, and teleburn treatments. There are other medical services on offer too. You can find the full list here.
While our primary skills at Small Talk Media are in digital marketing for this particular client we’re opening the entire tool chest working on digital marketing, advertising, guerilla marketing, community relations, charity partnership, grand opening events, public relations and more. We’re very excited for this opportunity and to be working in this exploding new business category in the healthcare sector.
If you’re interested in a partnership or other type of business relationship with Premier Urgent Care please reach out to us through our contact page.
Best Commercials of 2013
When you run a digital marketing agency you’re creativity is constantly tested. Here’s a few advertisers from 2013 that aren’t running low on creativity.
Digital Marketing Agency Philadelphia
