Beyond Digital: Marketing Strategies for When the Internet Isn’t Enough

Barbara Spagnola - Wednesday, February 28, 2018

In a world where it’s more common for someone to have their nose pointed at a screen than the environment around them, advertising is focused on reaching through the screen and grabbing the consumer’s attention.

However, not all people are enamored with their smartphones. Some generations prefer to leave their phones in their pockets, and even those who are normally tuned in are opting to power down in favor of mindfulness and presence. Tech-tired populations are unplugging more often, and interactions with the world are becoming a priority.

Digital marketing is by no means fading away, but the power of unconventional advertising can shock a consumer’s system enough to be more memorable. Opportunities to catch a customer’s attention aren’t limited to the screen, and with more people looking up, the audience is growing. If you want to set yourself apart from the competition but are fresh out of social media content, consider branching out into the real world and reaching a new segment of audience you haven’t catered to yet.

Physical Advertising

Beyond the world of newspapers and flyers lies an entire segment of advertising that you can touch, interact with, or even sit on. Companies have gotten creative with their marketing tactics and taken over everything from escalators to the side of boats in the name of setting their brand apart.

When you’re assessing physical environments for advertising opportunities, make sure you consider who you’re trying to reach. Sure, one of the goals is to widen the reach of your product, but that only helps if you’re reaching people who will actually engage with your product and not just giggle at your ad. Advertising on the side of a boat is great when it’s for something everyone needs (like food) or for a lifestyle product relevant to the population in a marina, but it’ll fall flat if you’re trying to reach the average Joe.

When you’re trying to reach a wide audience with a product that applies to a decent chunk of the population, target high-traffic areas that a variety of people will see. Bench advertisements can be aimed at those in public transit areas or open spaces like parks — everyone needs to rest once in a while. Similarly, bus banners will be seen by those who use public transportation as well as those driving or walking along roads, or even people glancing out windows.

Guerilla Marketing

Contrary to what the name implies, this isn’t just jumping out of bushes and throwing your product at people. Scare tactics don’t usually go over well. However, surprising a consumer by having your brand show up where they least expect it is not only novel, but occasionally amusing.

One particular facet of guerilla marketing is perhaps the hardest to pull off, but one of the most effective: ambush marketing. Ambush marketing takes advantage of a crowd already gathered somewhere, a sponsorship that’s already in place, or some other promotional opportunity that wasn’t originally intended for your brand.

In the 2008 Olympic Opening Ceremonies, the man selected to light the flame also happened to be the owner of a small athletic clothing business. Adidas was the official sponsor of the games, but audiences assumed the man was dressed in his own line, despite being decked out head-to-toe in the actual sponsor’s gear. The small Chinese clothing business saw a jump in sales after the television appearance, despite no money being spent on a marketing campaign with the Olympics.

Your brand may not have an Olympic event to take advantage of, but searching for guerilla marketing opportunities is often worth the effort. When used correctly, you end up with free exposure without expending any money — all it takes is thought.

Look Internally

Advertising campaigns spend a lot of time and energy looking at audiences, demographics, and  hypothetical wants and needs of the consumer and figuring out how to capitalize on that information. While capturing the attention of customers that you don’t have yet is one surefire way to grow your business, if you turn your attention inward, you might just find your business growing as a result.

Before you try and figure out how to catch the eye of new people, make sure that you’re meeting the needs of your current customers. If your line of work isn’t conducive to cutting-edge campaigns but is still something everyone needs, like home maintenance companies or medical services, a solid reputation in the community can make up for what you lack in entertaining advertising.

This means doing more than just avoiding bad reviews and creating a baseline of satisfaction. You want to make sure you have the best customer service possible, that you provide honest, candid information to your customers, and that you’re going above and beyond the call of duty. People notice things like that, and when they notice, they tell their friends.

Word of mouth and a strong community reputation are invaluable to a brand. If you have people recommending your services, even if it’s a once-in-a-while service like appliance repair, you’ll see steady referral business. If you hear a customer bragging about the service they received or encounter an exceptionally thankful customer, ask them to leave a review online to show their support; it’ll help convince new customers of your company’s value.

Get Creative

At the end of the day, as cliche as it is, creativity wins. If you can elicit a response from a possible customer (or a current one), they will remember you. It can be mentally taxing trying to be new and different all the time, but the effort pays off in the case of advertising. If you build a strong business from the inside out, and then seek unique ways to get in front of your target demographic, you’ll begin to reap the rewards.

Incoming Message: Text Marketing Is In

Barbara Spagnola - Thursday, December 14, 2017

You don’t have to read studies to know what a goldmine mobile phones are for marketers. It’s a rare sight to see an individual without a smartphone in their hands, and even a rarer sight to see someone without one at all. Whenever you hear a phone vibrate or ring, it seems like only nanoseconds pass when it’s answered.

With text message open rates bordering on nearly 100 percent, it’s a mystery why more businesses haven’t taken advantage of text marketing campaigns. Perhaps they haven’t gotten the message, but texting is an effective addition to any marketer’s toolbelt. What exactly do you send, though, and what rules and regulations do you need to know? Read on to find out; message and data rates do not apply.

Stick to the Plan

Before you start sending texts left and right, there are a few steps you need to take to plan your text marketing campaign. To begin with, you need to narrow down what you want to accomplish. Depending on what you want to achieve, there’ll be different tactics you’ll want to utilize that will help you reach your end goal.

This will be easier once you know who your target audience is. Varying demographics will respond to a set of messages in unique ways, so it’s best to do some research on what kind of media will garner a higher interaction rate with your audience. Pinpointing who your target audience is will also make creating your mailing list a much simpler task. 

You’ll want to study up on the many messaging tools you can choose from as well. These tools are relatively inexpensive and can help you send and schedule out your texts while simultaneously tracking the success rate of your text messaging campaign.

Follow the Rules

Texting may seem like a rule free zone, but with the implementation of the Telephone Consumer Protections Act, certain laws have been instated to protect consumers from being bombarded with unwanted texts. Similarly (although not laws), the Cellular Telecommunications Industry Association and the Mobile Marketing Association have created their own guidelines of highly recommended practices. Here are a few that all best text message marketing companies follow:


     Always get permission from the individual first before including them in your text marketing campaign. This can easily be done by having them text your shortcode a specific phrase.

     Only send messages between 8 a.m. and 9 p.m. Keep in mind that this time restriction applies to the time zones of the people receiving your texts, not the time zone of the sender.

     Have an opt-in option on the initial text and opt-out option on the rest.

     For a minimum of six months, keep records of opting in and out incidents.

     Do not advertise smoking, drugs, or alcohol in your text messages.

     Depending on the marketing campaign, age verification should be used.

Before You Click "Send"

You can’t send just anything in your text marketing campaign. Nobody likes spam, and as soon as your text messages begin to come across as spammy, people will be opting out as quickly as they can. Prevent this by making your messages as clear as possible.

Let customers know what they’re signing up for and what kind of texts they can expect to receive. Make user experience as easy as possible. That being said, steer clear as much as possible from abbreviations and text messaging shorthand. If people can’t understand what you’re trying to say, your end goal will certainly be affected. 

Give back to customers as well. Advertisements have their time and place, but what people like even more are special savings and deals like coupons and promotions. Get a feel for what people like and want as well by A/B testing and texting out polls and surveys.

It can feel like a drag when having to complete a survey or poll through email on your computer. By making it easier through just a click of a button on a text, completion rates will definitely go up, giving you helpful and beneficial information to integrate into your business decisions. Lastly, limit the amount of texts you send.

Customers will not be pleased if the reason why their phone is constantly going off is because of your text marketing campaign. Two to four texts a month seems to be the sweet spot for most campaigns, and make sure you make it clear it with your initial text how many messages a subscriber will receive. The more your customers know, the less likely they’ll opt out.

Texting is a big part of of many people’s lives. With this form of communication becoming one of the most preferred methods to talk with one another, it’s crazy how text marketing campaigns are not being used more widely. Once you have a plan and know the rules, what to send will come naturally. Marketing is all about meeting the customer where they are, and right now, they’re on their phones texting.

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How to Choose Your Digital Marketing Budget for 2018

Barbara Spagnola - Thursday, December 14, 2017

Every company knows the importance of digital marketing in the modern economy. However, it does not mean that companies are willing to spend insane amounts of money on marketing campaigns. That is why it is so crucial that we address the “B” word as soon as possible.

To avoid any issues down the road, it is much better to have an open conversation about the budget for a marketing campaign for the year. The sooner you figure out the budget, the sooner you will be able to get started on your budget specific plans for the new year and beyond.

Sorting Through the Digital Marketing Budget

Each company takes its own approach to how the budget is sorted out. But we believe there are a few steps that need to be addressed. The first step is to decide whether you are going to keep everything in house or if you are going to use companies such as for assistance with matters like website development, SEO services and B2B lead finder strategies. There are always pros and cons to going with a third party, but we believe that for companies that are just formulating a marketing strategy, it is the best option.

Where You Are, And Where You Want to Go

These are the two most important questions that you have to answer before choosing any budget. You have to know where you are with your company, and where you want to go. This is about more than a budget, it is about figuring out what you want to achieve in the coming year. Let us say that your company is happy with its current sales figures, and just wants a year of consolidation. The budget would look very different for such goals, as compared to a company that wants to expand and grow its customer base in an aggressive way.

Having Realistic Goals

If you have a small business and you are just getting off the ground, having a goal such as making $1 million in profit in the first year may not be realistic. Similarly, your goals for a marketing strategy must be realistic. Digital marketing is known for its return on investment. But if you only want to spend $200 and you want to get 10 million unique site visitors each week, you are asking for the moon!

Divide Up the Budget

Depending on your company’s sales and expenses figures, and the way you want to approach digital marketing in the new year, you may have settled on a full total for the budget. Now comes the hard part of figuring out how to split up that budget between things like YouTube videos, social media campaigns, email marketing, SEO, website design and more.

We advise that your business should speak with a professional who helps other companies with these matters. A company that specializes in digital marketing could help your business in a big way. This company would have the information about how many results you can expect with X amount of spending in each category, and that would help you set your budget up the right way.

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Most Effective Practices to Handle Digital Marketing Projects Successfully

Barbara Spagnola - Tuesday, November 07, 2017

What do all of the award-winning digital marketing campaigns have in common? A powerful, yet subtle message that in within minutes or even seconds captures the audience’s attention on a deeper level. Simply put, high quality digital content can make one laugh, cry, and rethink their actions. But the road to such success is hard and is only possible with an efficient digital strategy. According to a Smart Insights study, 46% of brands don’t have a defined digital strategy, whereas 16% of those who do have it fail to use a strategy for their marketing activities. This is a big mistake because it limits business growth and the necessary innovations technological evolution imposes today. After all, in digital marketing, the emphasis is not on marketing, but on management skills that enable efficient coordination between multiple teams, project managers, and stakeholders. And of course, the bottom line is that you need to create a real impact on the market.

Set Your Goals & Automate

Create a detailed plan and set the goals as well as the essentials required to make it to the finish line. Right from the beginning, access your key performance indicators (KPI) to get realistic expectations and consider automating project processes via simple project management software.

The truth is that a project management system is practically a necessity nowadays. The software is packed with useful features you will need for enhancing collaboration and staying on schedule. With this system installed, you can  document all tasks, improve collaboration and track them from start to finish.

Find Your Audience

In order to design a meaningful digital marketing project, you need to truly discover your target audience. For that to happen, you must drill down to specifics such as consumer’s age, gender, and location. From there on, search for a deeper insight to pinpoint their desires by:

Identifying their common problems and the manner in which you can offer a solution.

Using Analytics Audience Report Help to recognize their key characteristics.

Documenting their common behavior patterns and aspirations.

Locating the audience that will be influenced by your marketing campaign and targeting them.  

Set Limits on Budget

To avoid breaking the bank, define overall digital marketing budget limits. The best way to do so is by comparing the previous project expenses and affordable channels that brought the most leads. Use the project management software to measure the estimated work with real expenditure, so that you can make a solid budget draft. Decide if using paid promotion and ads is a worthwhile investment, and if so, allocate a portion of the budget for each effective digital channel. And what about new channels? You need to know their purpose in order to decide whether or not to invest.

Thus, only those reasonably priced digital channels with the largest reach and conversions are worth your time.      

Learn to Prioritize

What are the crucial talents a project manager brings to digital marketing?

Developing and assigning project tasks.

Leading and directing a team to make sure each team member stays on track.

Monitoring projects schedules and the budget.

Constructing project reports.

Accessing and evaluating the project success.

Assuring the quality of projects.

From the very beginning of the project, you should communicate the objectives to all the project stakeholders, team members, clients, sponsors, and managers. However, don’t lose focus and let the sense of urgency cloud your judgment. The more people are involved, the more opinions will be divided, so feel free to speak up governed by the knowledge of whom you are trying to reach. Therefore, learn to prioritize tasks within your project and split them into critical, important, and optional.   

Monitor Progress

As mentioned before, the project manager has to monitor the project and direct the team to assure tasks will be done according to schedule. Although you can easily follow the progress with a project management system, you should avoid micromanaging every single detail. The role of a great leader depends on the freedom you give the team to make their own decisions. Give them space and encourage their creativity by showing that you respect their opinions.

Ask for Feedback

Asking your coworkers and all of the parties involved in a digital marketing campaign for feedback is an excellent way to assess a project’s success. Don’t be afraid to hear negative comments because praise doesn’t open the door to growth. So, take criticism as a way to advance your management skills and increase the overall performance. At the end, it’s easy to make a few projects adjustments, but what will count the most is the strength and influence your digital marketing will have on the audience.   

Revise Your Plan  

If you thought your plan was set in stone, you thought wrong. Actually, everything working according to plan is quite a rare occasion, so be ready to revise your plan and make the changes necessary to reach the desired outcome.

On that note, here is a short recapitulation of some vital points and necessary steps for a bulletproof digital marketing plan:

Create a project timeline and share it with others.

Highlight the critical campaigns and assign a timeframe for each.

Document the digital channels and the budget necessary for each project.

Create a tracking and monitoring plan suitable for your KPIs.

Measure the success of the individual marketing strategy elements.  

Revise your previous budget and demographic analysis and see if you can make something new.


The most effective digital marketing campaigns are produced by effective and smart project managers. They know the secret to success lies in knowledge and creativity:

Knowledge about the target audience and their wishes.

Information on new technology that makes things easier.

The skills to motivate the workforce and properly delegate tasks.

The ability to take criticism and make it work in their favor.

Enough creativity to bring innovations.

That is all it takes to make a stunning digital marketing campaign and potential leads into loyal consumers.

Author Bio : David is a technical writer, his works are regularly published in various papers and top-notch portals. His rich experience in Project management domain helps him offer latest and fresh perspective on improved efficiency in work flows across organizations. His informative works on similar lines can be reached out on ProProfs Project
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Digital Marketing Strategies for Junk Removal Companies

Barbara Spagnola - Thursday, September 21, 2017

Marketing online is nothing new to the world, we’ve seen the rise of SEO and the fall of conventional advertising like billboards and newspaper ads, they’re still present, but fading. When faced with unique services like junk removal, people have a tendency to shy away from online marketing for some reason. The beauty of the internet is that you reach almost every single person on the planet, this creates a massive audience for your services and increases the chances of making a sale through the roof.

Take advantage of the internet

Before starting, be sure to cover every area, from social media to sponsored ads – take extra care that you build an online presence in every larger hub out there. There is no reason to skip out on any opportunity here as every little bit counts and can payoff big-time. Another key idea is to invest in SEO, this will help generate organic traffic (people that come actively looking for your services) which will increase sales and help do something else – spread the word. After a few hits, you’ll start racking up positive reviews on all of these platforms, slowly building up a name for yourself.

Pick a target, stick to it

Once a strong online presence has been built, it is time to specialize. Just like any service, junk removal requires a key demographic it will appeal to. This is achieved through everything from van coloration to slogans and client benefits. No one is perfect, there’s always going to be certain types of people who simply won’t like your service for the most absurd reasons and that is perfectly okay. Appealing to a wide audience is great for a blanket approach, but singling out a core focus group will help you advance in the right direction and pull more likeminded people in.

Like with people, the same approach can be applied to locations. Truth be told, handling business locally is much easier to do and builds rapport with the community. By focusing a target area with your marketing, you make sure that your services are offered to those who need it and to who it can realistically be provided to. This is where a little thing called geo-targeting comes in, essentially focusing all of your ads on people browsing from your area of operation.

Cater to a wide audience

Although having a focus group is important for hits and revenue, it is important to tailor any online content to be inclusive as possible. Whatever leeway is left should be spent working on reeling in new groups with the resources that are left. Singling out a specific demographic and location will build your brand, generally engaging content will help raise awareness of that brand. A blog is a good addition to a site, giving visitors quality content and sporting increased conversion rates across the board. Another thing worth looking into is mobile optimization, a great deal of internet traffic is carried out via mobile, be sure to capitalize on that.

Play both sides

Creating a good landing page is a must, widely-considered as the face of a company, it can make or break a deal and as such requires a lot of attention. If interested in pointers, look no further than Pinkjunk Rubbish & Junk Removal. Sydney has seen this company sprout a while back and it definitely set a standard for how rubbish collection companies should handle their marketing online. The landing page is eye-catching without being intrusive with imagery and to-the-point supplements to the side. Naturally, their conversation rates are through the roof.

Another option of generating buzz is the use of the Pay Per Call method. This essentially revolves around having your service promoted around by supply partners and having any calls forwarded back to your business phone. Phone calls are more personal and generally provide more accurate data loosely filled out online forms that were just skimmed over. This approach covers the old-fashioned individuals who still operate using landlines and who knows what else. With a landing page to take care of any online traffic and a phone line to handle other means of contact, all the essential bases are covered and it just becomes a waiting game.

Rinse and repeat

The digital marketplace is an ever-shifting torrent of dos and donts. With the entire thing liable to change at any moment, marketing teams need to stay on their toes. However specialized the service being offered may be, it is not immune to the changes that come with each passing day. By picking a gimmick and sticking to it, rubbish collectors give junk removal a new and fresh presence online and are guaranteed to cause a commotion once the word gets out. 

Anik Singal and 6 Inspirational Young Digital Entrepreneurs You Should Learn From

Barbara Spagnola - Tuesday, September 19, 2017

Over the past few years, the digital economy has grown in leaps and bound, thanks to the diligent, resilient, and out-of-the-box thinking of today’s leading digital business entrepreneurs.

Having become multi millionaires from exploring the vast resources and opportunities of doing web-based businesses, these exceptional digital CEOs are providing inspiration to the next generation on how to make money and a thriving career on the digital space.

They simply identified a common problem, proffered solution and monetized it. They also prove that following one’s passion or investing in a field of expertise is one of the bedrocks for Internet technology business success.

We present to you some of your top most inspirational digital CEOs today…

Anik Singal (Lurn Inc)

Anik Singal is a leading digital entrepreneur, film maker, philanthropist and multi author. He is the founder and CEO of Lurn Inc; an e-learning enterprise with a vision to create a new generation of successful digital entrepreneurs through valuable information and resources.

At only 25, Anik Singal is widely recognised as one of the most successful digital publishers today. He is the author of the famous books, the Circle of Profit: How to Turn Your Passion into $1 Million, Passion To Profit, and The Email Lifeline.

His other areas of specialty include affiliate marketing, building backends and funnels, search engine optimization, profit-generating product launches business management consulting, and article. marketing.

Named twice as an Inc 500 CEO and listed as a Top 3 Young Entrepreneurs by BusinessWeek, Anik founded his marketing company, Lurn Inc with just $100 seed money; and successfully grew it into a multi million dollars enterprise within a few years.

He is a 2005 finance graduate from the University of Maryland at College Park, and also the CEO of CEO of VSS Mind, which had enrolled about 21,000 students in Lurn programmes and launched the long awaited product “Learn build Earn” with Mark Ling.

Today, Singal’s digital publishing businesses , which also has offices in Mumbai and Hyderabad, directly generates over $20 million; contributes more than $100 million in online publishing sale.

Mark Zuckerberg (Facebook)

At only 31, Facebook’s Mark Zuckerberg is the world’s 6th and youngest richest person in the world. He is easily the most recognizable face in the new generation of world’s top and richest young digital entrepreneurs.

Zuckerberg started Facebook while he was still at Harvard University studying Psychology and Computer Science. But he dropped out in 2004 to focus on his promising social media project, which at that time was fast gaining popularity and acceptance.

Zuckerberg is valued at a worth of $44.6 billion and, along with his wife, Chan, has promised to donate 99% of their wealth to good causes, such as developing medical technology and boosting internet connectivity in developing countries.  

Blake Ross (Mozilla)

Thirty-one year Blaze Ross is best known for the Mozilla Internet browser, which he co-created with Dave Hyatt in 1998.

Worried about his mother’s frustrated user experience with the Internet Explorer, Ross began to closely study Netscape’s open source, where worked as an intern at the age of 16. While Interning in the company, he was assigned a project with a brief by American Online (which had just been bought by Netscape), but he constantly felt disenchanted with the browser.

Ross and Hyatt then began to think about creating a smaller browser that would be easy to manipulate and have mass appeal. The result was Firefox.

In 2005, Ross, a Stanford University-educated software engineer, was nominated for ‘Renegade of the Year,’ Wired magazine’s top Rave Award. He was also listed that year in Rolling Stone magazine’s hot list.

He joined Facebook in 2007 as Director of Product, resigning in early 2013. In 2015, he gained further attention after he wrote a fan fiction screenplay for the comedy series Silicon Valley produced by HBO television.

Ross is estimated at a net-worth value on $120 million.

Larry Page (Google)

Larry Page is Google’s 42 year old co-founder with Sergey Brin in 1998.

The computer scientist and an Internet entrepreneur is the CEO of Google’s parent company, Alphabet Inc; and the world’s 12th richest person with an estimated net-worth of US$36.9 billion.

He stepped aside as Google CEO in 2001, handing over to Eric Schmidt, but re-assumed the role 10 years later: Then in 2015, he announced again he would be stepping aside, this time to take up the role of CEO of Alphabet Inc; which will primarily see to reorganize Google’s assets. Under his management, Alphabet has been seeking to make groundbreaking innovations in variety of industries.

Page, a 2004 Marconi Prize winner, is the creator of PageRank, Google’s most popular search ranking algorithm.

Duncan Cameron (MoneySuperMarket)

Like Zuckerberg, Cameroon too didn’t finish college, quitting with just six months to go. He made his mother livid with that decision, but in the end it proved a shrewd move.

Cameroon had chosen to invest more time and energy on his burgeoning business with his friend and partner, Simon Nixon. Together in 1999, they founded, an innovative financial services company based in Chester.

The business idea was accepted and embraced by the market and subsequently grew, racking up to £843m in value. In July 2007, it was listed on the on the stock market.

Some years earlier, Cameron had quit working but retained a stake in the company. Nixon paid him £162 million for his share in the enterprise in the period preceding the float in the money market. Cameron later sold the rest of his take for £38 million. Today, he is estimated to have a net value of £132 million.

Chad Hurley (YouTube)

The 40-year old is the brain behind YouTube, popular video sharing website, which he co-founder with PayPal colleagues Steve Chen and Jawed Karim. He is also CEO of MixBit.

Before launching YouTube, Hurley worked in the PayPal division of eBay, where one of his tasks was designing the original PayPal logo. At YouTube, Hurley was majorly responsible for the seamless operation of the tagging and video-sharing functions.

In 2006, he was voted number 28 on the list of ’50 People Who Matter Now’ on Business 2.0. In the same year, Hurley and Chen were $1.65 billion richer from selling YouTube to Google.

Hurley is estimated at a net-worth of $300million.

Max Levchyn (PayPal)

Ace American computer scientist and digital entrepreneur, Max Levchyn was the co-founder (1998) and former chief technology officer of PayPal. Presently, he is the CEO of digital lending start-up, Affirm.

At PayPal where operated as the CTO, the 41 year-old made a name for his robust contributions to the firm’s anti-fraud efforts. He also notably co-created the Gausebeck-Levchin test, which was one of the first monetized applications of a CAPTCHA challenge response human test.

In 2004, Levchin founded Slide and was a part of the company until he left in 2011. In the same year he introduced Slide, Levchin was involved in the setting up of Yelp, a social networking and review service; and as of 2012 is the business’ largest shareholder.

Levchin has also previously served on the board of directors for Yahoo! ; and also Evernote as at January, 2016. In 2002, he was named by Technology Review TR100 as one of the top 100 under-35 innovators in the world; and also the Innovator of the Year.

His net-worth is estimated at US$300 million.

How to Create Exciting Branding Experience with Digital Signs

Barbara Spagnola - Tuesday, April 11, 2017

Digital signage over the years has grown into one of the most effective and productive marketing strategies for businesses, enterprises, corporations and even startups.

Digital signs (i.e. LED signs) have been leveraged in promoting content to target audiences and making awesome use and leveraging of the different famous social media platforms which include the likes of Snapchat, Facebook, Twitter and Instagram among others. Digital signage (i.e. LED signs) essentially turns data and information into meaningful and empowering digital out-of-home experience to targeted audiences. Getting the best of the use of digital signs can be tricky as you need to "get it right."

Below are a few tips on creating exciting branding experience with digital signs.

Cohesive Digital Experience

While there are loads of digital s options available such as LED signs etc. Marketers might get distracted and swayed by the available options.

It remains important to create a cohesive digital experience for you target audience and not just start implementing all the variants of available technology. Making and following a plan (avoiding mismatching digital installations) that suits your target audience is important to both the audience as well as the marketing team that would be managing and monitoring these moving parts.

It is important and useful to aesthetically look at the big picture and ensure you tell a consistent digital and visual story.

Extend the Horizon of Your Digital Signage Displays

There are technology options such as the installation of a 24-hour interactive window display which is being utilized by Kate Spade's store in New York City. Such technology allows customers interact, window shop and make purchases (which is delivered to locations around the city), giving all customers a choice of either enjoying an in-store experience or alternatively going for a swift delivery experience of their select purchases.

Such digital technology like digital menu boards from FM digital enhances in-store customer engagements. It is however also important to make provision of similar engagement levels to customers preferring to shopping outside of the usual brick-n-mortar locations.

Build Social Media Trust

With social media basically being at the tip top of internet user’s activities and engagements (especially millennial). It is important to build brand trust on these platforms if you truly want to harness and leverage the power of social media.

Building trust on these social media would not only with time build you as an authority in your niche but would also invariably generate and increase both web as well as foot traffic of your targeted audiences.

An example of this practice can be taken from the Nike Running store in New York City (Flatiron District), they integrated social media to their retail location via a floor-to-ceiling LED display that displays social media posts pertinent to the Nike brand. This engage the customers as well as giving an excellent customer relation feel

Leverage the Use of Technology for Shopping Convenience

An example of using technology for convenient shopping is the which is one of some available interactive, virtual fitting-room technologies that conveniently enables customers to try on clothes without having to deal with the usual stress of actually, physically trying the clothes on.

Other retailers make use of gadgets such as iPads and other tabs to provision an inventory levels lookup, online purchases as well as sales floor direct purchases for their clients and customers. These options allow for the convenience of shopping for customers as they perform their shopping tasks at their own pace and preference and at their own terms providing a much needed and appreciated convenience for shoppers.

Center Your Digital Experience around Your Customers

Keeping up with your customer’s trends and taste is also very important with in-store shopping experiences experiencing dramatic changes over the past years. Digital marketing has moved beyond print ads and static sale signage and moved towards a much more multifaceted digital experience that integrates social media platforms as well as in-store technology.

To get the best digital marketing experience, there is the need to outsource your digital marketing to seasoned professionals. Centering your digital experience on your customer will all but guarantee both web and foot traffic to your stores as well as enterprise success.

8 Hot Content Marketing Strategies For 2017

Barbara Spagnola - Monday, April 10, 2017

Its 2017, and the marketing competition is fiercer than ever. Many companies are turning to content marketing as a way to reach a wider audience. It’s time to step up your content marketing game with these hot strategies that would put you firmly ahead of the pack.


This media giant is still a major means of reaching out to millions at any given time. For this reason, it is the ideal platform for showcasing your brand’s products and services. To use Facebook successfully as a content marketing strategy, it is important to incorporate compelling calls to action (CTAs), avoid overly bold claims in order to preserve your brand credibility, and constantly test to determine what’s working and what’s not.

Visual content

What do Instagram, Pinterest, and Snapchat have in common? Yep, picture is king. In fact, three days after people hear information, they are likely to only remember 10% of it. However, 65% of that same information is remembered three days after, if a relevant image is paired with it. Stimulate online engagement through the use of images, infographics, memes, and screenshots.

Video content

Videos are gaining real momentum in the world of content marketing. Reports state that in 2017, video-driven internet traffic will rise to 74%. Even though videos are more expensive to use than still pictures, written content or infographics, they have a high potential of being much more effective. Audiences love short, explainer videos that show the positive impact of your brand on the world; they want to feel connected to products in some way. Marketing videos, which could easily be uploaded onto Facebook, Snapchat, Instagram or YouTube is an excellent way to achieve this.


The average person today has a mobile phone connected to the internet. Think of all those times when you went with your phone to the bathroom, when you held it in one hand while you ate with the other. Why should you use mobile for increased impact of content marketing? Since I’m willing to bet you are reading this from a mobile device, I’ll just answer that with this interesting statistic: mobile advertising will represent 72% of all US digital ad spending by 2019.

Brian founder at, shares his experience with mobile marketing:

“Utilising the opportunities created through mobile internet availability has been incredibly impactful on our content marketing results. We have been able to reach a wider audience and have proof of high ROI.”

User-generated Content

Content marketing is about building trust. Unfortunately, more than half of the time the media campaign adverts put up by big companies create higher feelings of scepticism and lower conversion rates. Get reviews from members of your target audience who already use your product and angle them towards potential buyers. This is one of the quickest ways to allay all fears about the quality of your product and increase the impacts of your ads exponentially.


Even in 2017, email is still very effective as a method of reaching a big audience. Utilize email marketing effectively through giving opportunities for subscription to your email list, and send information about your products and services. Remember to throw in short videos for high impact.

Data from Research

Data is a useful method of content marketing in two ways:

     Data driven marketing

     Original research data

Ensure your marketing has the required impact necessary to make conversions possible by analysing available data. There is an incredible amount of data available to find out what type of content works best for your business, when to publish such data and through what channels that should be done.

A survey of content marketers showed that research/original data performs best for companies. The key is to use data that is fresh and relevant. Find out what data your target audience would find useful and use that.

Influencer Marketing

With influencer marketing, you first need to market to the right influencer (usually someone who has about the number of followers you require, and is open to your brand) then, tailor your products and services to their followers. Your target audience would reason that if someone they look up to trusts your brand well enough to use its products, they can too.

The content marketing industry is constantly evolving, thus adopting fresh methods is important to keep your products and services memorable.  

Traditional Text Can Help Your Digital Strategies

Barbara Spagnola - Tuesday, August 16, 2016

If you are looking to ramp up your digital marketing strategies, then you need to get the proper resources and materials. Did you know that books and e-books can help you on your entrepreneurial journey?

Introduce Yourself to Marketing and SEO

Or, introduce yourself to any other skill or technique you want to know about. Books and e-books are great ways to gain new insight and knowledge on a variety of marketing, branding, and advertising strategies. In fact, if there is a topic out there, then there is probably an e-book or traditional book for it! Check out a website like or to see some examples of great e-books that can get you started learning about the subjects that interest you. Using these resources may be a huge stepping stone to improving your career, branding your business effectively, or organizing your employees and staff. The possibilities are endless!

Learn New Skills and Sharpen Current Ones

With e-books and traditional books, you can develop a whole new skill set that will make you a force to be reckoned with in your industry. Read from experts in your job field and discover the secrets and tools that they use to achieve high levels of success. With a book, you can keep the information close at hand and travel with it as well. Read it on your lunch break, after work, or in the morning. Even if you’re waiting on the bus or train, you could be planting the seeds for new ideas and plans that will propel your career or company. Furthermore, e-books can be a wonderful way to home your own skills and build them up. This way, you aren’t starting from scratch, but you are making humongous improvements that could spell out more dollar signs for you in the future.

A Patient and Personalized Approach

Again, it is suggested that you check out or to see what kinds of books and e-books you should be looking for. It is a waste of time to hit the bookstore with absolutely no idea of the type of reading material you should pick up. Don’t waste your energy or money on pointless tomes; instead review the books on these links and arm yourself with the strategies and practices that will bring your career to the next level. Are you ready?

Google AdWords Campaigns

Barbara Spagnola - Thursday, August 04, 2016

Google AdWords campaigns

Google’s impact on consumers’ daily lives is undeniable; it’s where they turn for quick and easy information on a variety of topics and it’s become an important part of a brand’s online media strategy. Online advertising tools like Google AdWords are becoming essential in generating online traffic and awareness for brands. Here are four reasons why Google AdWords might be right for your brand.

  1. Increase traffic to your website

By targeting certain keywords you can ensure that your organization’s website pops up high in the search results for relevant queries. For example, a restaurant that specializes in Chinese food in Seattle might include “Seattle Restaurants” and “Chinese food” among its keywords. Investing in Google AdWords increases the likelihood of being displayed among the top search results and thus increases traffic to your website. To ensure that your ad does not come up in related but irrelevant searches, Google offers the negative keywords tool which allows you to exclude certain search terms.

  1. Flexible budgets

Google AdWords does not have a standard rate for its ads. The system is based on bids, and top placements go to the highest bidders. Marketers can set daily, weekly and monthly maximum budgets to ensure that their ad campaign doesn’t exceed their budget. This makes it easier for companies to optimize their campaigns and make bid changes as campaigns progress.

  1. It’s the world’s most popular search engine

Almost 70 percent of the world’s search queries are made on the site, making it the most impactful website for online ads. Therefore, dismissing Google AdWords can be especially detrimental if a brand is trying to generate new leads online or if it is launching a new product or service. People might hear about the product through word of mouth or by reading an article, but where they ultimately go to get more information is Google.

  1. Insightful tracking tools

Once a Google AdWords campaign begins, results can be tracked on the Google Analytics platform. This helpful tool provides insights on the search queries that lead to clicks, where the clicks are coming from and the behavior of visitors to the site – for example, which page they landed on, how long they stayed, which other pages of your site they visited, and so on.

Launching a Google AdWords campaign can seem daunting at first, but if you partner with a public relations firm, SEO firm or digital firm that has experience in managing and implementing campaigns it can make the process seamless. The reasons for brands to invest in this platform are endless. Once a campaign begins, it is sure to provide brands with helpful insights they can incorporate into their marketing strategies for years to come.