Mobile Apps – The Perfect Addition To Your Business
Mobile device usage is now reaching the 4.77 Billion mark worldwide. It is just a fact of life that people use their devices each and every day, all day and night!
This proliferation of mobile traffic, of course translates into people looking for and interacting with local businesses & services. So naturally having a great looking, and easy to use ‘App’ for your business is going to provide benefits – both for your customers/clients and your business; but what exactly are these benefits and specifically what value do you as a business owner gain?
But you have already invested in a website, and linked all of your social media, do you really need an app as well?
Mobile traffic is a reality, and sure your website is still a valuable investment – especially if you have made sure it is ‘mobile friendly’ – but an ‘App’ is just a step further; an additional marketing tool and way to boost business.
What are the benefits?
Mobile Apps Provide High Visibility
Your Brand icon is right there on the mobile screen – whether or not the app is opened, your business is appearing every time the phone is used – there you are, front of mind!
The means to enable instant alerts – offers, deals, blog posts – very powerful! This is a major advantage – an instant link with each mobile device which is used every day. You can use coupons & loyalty cards – push notifications are a flexible means to communicate without needing to actually talk!
Gain A Competitive Advantage
A local business which offers an ‘App’ is going to provide a convenient means for people to interact with your business without needing to call you, to arrange appointments, bookings, purchases – all without needing to talk! Your business will be seen as ‘with the times’ – people love convenience!
Arrange for your Mobile App to be built, gain the advantage – your business will be right there on the mobile screen – push notifications, instant bookings, convenient modern business interaction – one more digital channel for your business to reach the exact community you serve.
There are any amount of generic posts, all advising you to use social media, engage with people and all of that.
In this next series of digital articles I want to present real living examples of how different professional people approach using the opportunity of the digital channels open to us all; it is useful to actually take a look at just how professionals, business owners, organisations take up these communication opportunities, because it is all about communication in various formats & employing a little imagination. Rather than talk about ‘EQ’ and preach social media techniques let’s have a look at social media in action.
The first example is an American plastic surgeon who uses ‘SnapChat’ to open a window into his daily practice; he now has 1 million people following his schedule, not too shabby!
Ideas & Further Thoughts
This is one example of using a particular platform, it does not mean you have to use Snapchat, but it does illustrate that you do not need a big production team, you can use a modest camera (like the one in your phone or tablet) to gain real traction.
Not everyone likes video, or appearing in video but you have to admit this is interesting. In the pre-Internet days it would have taken a lot of money to get one million as an audience, and to gain the exposure this surgeon has garnered. In the future articles we will take a look at how other real businesses are using one of the other social media platforms.
We have all been made aware in recent years by the emergence of digital culture, new technical solutions, transactional changes, mobile device uptake, disruption of traditional businesses by completely new players. This has been developing for at least the past 20 years, but it is more keenly evident over the past 5 years when all of the ‘talk’ suddenly seems to have materialized into cold reality.
The cloud, and all of the changes Australia is currently experiencing, the transformation of established industry is accelerating; matters are becoming crucial because the vast majority of Australian business has been coasting along and ignoring the signs to a large extent. But now the times have ripened and people are being tangibly impacted.
The big differences with ‘digital’ is that new ideas and concepts can now be very quickly deployed, tested with real customers and then tweaked and improved – the ability to use flexible tools, all of this drives disruption.
EQ Much More Than A Buzz-Word
Emotional Intelligence has now become a favored skill-set. Technology and digital culture have completely changed the approaches to customers, we are all seeking to be treated as unique cases, not just another number, another consuming unit. Digital culture enables a business to finely tune its presentation, to build exclusivity into its marketing so that granular characteristics of social groups can be tailored for.
However, for many of the established businesses, what Deloitte have termed long & short fuse disruption potentials, boards and senior executives tend to view the solutions as being primarily technology issues, when in fact it is more about the ways in which customers can be interacted with and the nimble responses to changes in the market; certainly technology is an aspect of this, but not the true emphasis.
This is where ‘EQ’ enters the arena. What for many has been just another marketing and HR buzz-word, EQ has emerged as being an extremely valuable business skill set!
Long & Short Fuse Disruption Candidates
The obvious growth of all kinds of social media has created an environment where real-time interaction and two way communication has completely changed how people approach and ‘do’ business. I don’t think many of the Australian business community truly grasped this during the shift, and this has continued to the present day. We see all kinds of awkward attempts, from hiring ‘Millennials’ to try and build customer rapport, to blasting messages 20th Century style.
It is very clear that Australian business will continue to experience disruption, in the short term:
Utility & Technical Services
Professional & Personal Services
will see digital culture impacting, driving and shaping new business solutions and approaches. We have all seen very powerfully how mainstream media has been massively disrupted by social media with the huge outcomes internationally of ‘Brexit’ & Trump’s juggernaut. ‘Uber‘ and AirBnB speak for themselves.
The longer term outcomes affecting the public sector, banking, transport, manufacturing, medical care will take more time to play out, but you can be certain that the digital revolution will see us living in a vastly different world by the end of this decade. Will you be ready to respond, to have the flexibility to adopt new ways of thinking? The writing is on the walls, 2020 is not very far away, digital disruption waits for nobody – digital media is cheaper, powerful and flexible but the digital culture which has arisen enables disruption to occur. The field really is wide open.
At this time of year, each year I always have a look around at the major publications, and on-line commentators for discussions around ‘Trends’ in marketing. There are always lots of those familiar numbered recommendations, ten reasons for doing things, 5 major features of whatever; this year Forbes did not disappoint with:
The Top 10 Trends Driving Marketing In 2017
This satisfies the trend of providing numbered lists! Anyway, this one had a significant point which I think stands out from the rest of them:
Better video content…and more of it. Yes, content is still king, but the kind of content that rules the web is changing. Social content, reviews, blogs, papers, and eBooks are all still crucial aspects of marketing, but video will be the rage moving forward. Considering the success of games like Pokémon Go, expect virtual and augmented reality to take us into the future. Brands that fail to incorporate visuals and videos will be left by the wayside.
Video is extremely powerful, it is a content type that we promote and recommend to our clients; most significantly you can take video and get it syndicated and targeted more quickly than websites, or text. In fact we can point a video to any geographical location, right down to a street, and this video will appear for specific search & browsing contexts.
Going ‘viral’ is not even relevant, this is a persistent myth among many people on-line. The power of syndicating and geographically locating a video transcends any consideration of virality because it is not raw numbers you seeking, it is precision & targeted intent.
A person interested being treated for back pain, for example would be looking online and then see your video appear for your Chiropractor or therapeutic clinic, possibly a short video suggesting how to ‘manage back pain at home’, nicely produced and clearly displaying your contact information, and fully optimized to appear for the patient’s location – powerful indeed! What television or radio commercial could achieve this for the investment?
Substitute ‘Financial Services’, or ‘Psychology’, or ‘Electrician’ – and you can see the possibilities.
So yes, Video is going to be a content type which will be leveraged and employed for many uses going forward in 2017, it has been developing strongly on digital channels for many years, in these impatient, short attention-span times.
If you are interested in having information and promotional video produced, we can help you, both with the technical production and the positioning of this video product for syndication and targeting. Extremely powerful and valuable.
Simply contact me directly from this form, or give me a call on: 0449 061 345
Embrace The New Digital Paradigm Or Prepare For Extinction
Are We ‘Digital Ready’ Yet?
Digital, this word is emerging as being the most talked about and promoted term of the past ten years. The Australian government initiated a program called “Digital Ready” addressing the perceived ‘digital divide’ among the population. This was a smart step, but perhaps did not really go far enough to address the ‘Elephant in room’.
To put it bluntly, unless Australia pulls its digit out, we are destined for a very rough time.
What I see among the general business community is a kind of ‘stunned mullet’ reaction.
The 20 years of digital evolution in the western world has created an entirely new paradigm. I am loath to use that word, because it has been over-used and abused in recent times, but ‘paradigm’ is the only word that can express the transition into global digital culture, this is way more than simply a question of new technology.
I have worked in the U.K and exchanged information with USA associates over this time, researched and studied digital technologies and participated in the emergence of digital culture.
In 2017 if you are not looking at digital solutions for your business then you are limiting the reach of your potential. The emergence of Radio, and then Television was the last major paradigm shift – Digital is of the same order of magnitude.
Increasingly business will be forced to deal with Social Media, with ‘pay per click’ advertising, with website development, mobile optimization, producing ‘content’ which serves a specific segment of a market – increasingly the game is all about re-launching business and cultural identity because the landscape is now very much in flux.
Content production, video, articles which are prepared for digital consumption – if The New Yorker is now mainly focusing on ‘Digital’ you can be certain the community rag of ‘Geelong’ will soon be needing to address their own survival digitally, or another more savvy and enterprising entity will snatch the audience.
This same dynamic will begin to play out in many industries, ‘disruption’ occurs when more observant players seize the new opportunities created by the digital revolution, and established business rests on its laurels, not imagining their market will disappear overnight.
‘Kodak’ were an example of this, it is very instructive to read about their story, a business that were synonymous with the very word: Photograph, they experienced what Digital means – have you noticed how they have mostly disappeared?
Kodak are kind of still there, but they have lost their dominant position, this is happening to many other seemingly giant players.
Digital is not simply about technology, but the explosion of potential options that the technology has enabled, this has spawned a completely different culture – unless we truly embrace this enormous shift in our society, there will be many more huge brands that will topple. They do not see this coming in many cases. The boards and senior levels of large corporate business can be rather like an Aircraft Carrier, too large to respond in a nimble way – it takes 20 miles to turn in mid-ocean!
Of course this also means that smaller players now have a significant opportunity, and we can see this everywhere, each street in every suburb seems to have a ‘Startup’, but entrepreneurial talent is still pretty rare; it is now a numbers game.
While all this talk about ‘Disruption’ is becoming almost commonplace, what this represents is not being fully appreciated by so many ‘serious’ business people – the lesson of huge corporate brands being toppled has not yet fully matured, there is change in the air.
The opportunity of digital is a two edged blade – there is significant danger for some types of business unless they become more cognizant of the emerging digital culture, and the tsunami of genuine disruption that is poised to sweep Australian business.
With the maturity of digital media, meaning that after 20 years the consumption habits of people globally have shifted towards digital media, getting your message out has become more and more possible.
Prior to the digital revolution taking off from about 1996, mass-media businesses were the only valid ways in which you could get your ‘message’ out. Literally you had to pay a lot of money to reach the people with newspapers, magazines, radio & television – a significant investment in having articles, photographs, audio produced, journalists and ‘PR’ people were paid attractive salaries, campaigns ran into the millions of dollars.
These days, if you know what you are doing, you can produce your own digital media – Blogging, Video, Podcasting. These are digital forms that can be optimized to reach online communities, and it does not need to cost you a lot of money; the investment levels are actually a lot less to gain an equivalent result.
This is why ‘quality’ is so important, if you can now genuinely reach specific people you can have the same effect as a venerable publication identity like ‘The New Yorker’, the field is now very open to the entrepreneurial spirit, the authority of these old names is based on their position gained prior to the digital revolution.
Merit based consumption is very much a reality, which means you can gain influence, produce the leverage that used to cost millions for thousands, you can create new ways of forming a connection with specific audiences.
A business is able to reach people well beyond the scope of previous media methods. Perhaps the message of this has not really sunk in for many in the business community. You only have to look at what the old names in ‘Media’ are now doing, hiring skilled teams to get their articles out there, this is where search engine optimization, social media approaches are being implemented in the ‘real world’; when business names like:
Are all re-designing their approach, seeking to build their old high profile position by publishing online – well this indicates something very interesting to us all: The territory is now re-set, all bets are off, these are new times, nothing is able to be taken for granted any longer! These media entities are not assured of being accepted, new players can ‘disrupt’ the market with their own quality productions.
Just as with media companies now seeking to re-build their readership, to regain the numbers, business also has to present themselves online, there is a huge opportunity to reach people that you might be underestimating as an Australian business owner. Time to look a bit closer at this!
How To Make Sense Of ‘Content Production’ For Specific Businesses
‘Content is King’, how many times have you seen this maxim being bandied about on blogs, forums for business, social media posts, discussions in local biz groups all across the western world? If I had $1 for each time, it would make a tidy sum.
OK, this assertion is extremely easy to state, and like so much of the shared wisdom concerning online publication, it does not really help you to actually do anything. I very often have a moan about the generic nature of information being offered business builders, the internet is stocked full of seemingly authoritative blogs, self-styled experts and opinion sharers – it is all too easy to adopt an air of authority and proclaim the generalities concerning digital publication. But this does not help anyone!
So this ‘Content is King’ idea, what does it actually translate into being for a person publishing a business website, working with social media and seeking to promote their organization, cause, business, charity online? And does this concept have true merit?
Where does this saying originate? This often repeated saying comes from an essay written by Bill Gates (no less) way back in 1996; this is pretty amazing to me, credit to the man for being insightful and for predicting the shape of things to come.
Back in 1996 the internet was truly in its infancy, at least as far as the public access to it goes. Bill Gates accurately prognosticated that ‘Content’ would follow a similar path to that of our other media channels – Radio & T.V as obvious examples. However, it is the two-way dynamic of internet media which clearly differentiates it from all preceding forms. This crucial difference is highly significant. It is also where Bill probably did not imagine enough!
Right, good, we know that ‘content’ refers to the publication of information, interesting graphics, videos, text, audio, animations, downloadable documents and other media types. That we can reproduce similar formats from preceding media, like the format of a radio show (podcasts), a television interview (Video), Articles (blog posts), Cartoon presentations, Audio. The global network allows us to distribute our content very cheaply, we do not require affiliates and distribution partners to the same extent, as was the case with broadcast media. The costs are significantly less.
This is the way to approach being online for many business types, organizations, charities, personalities, creative artists, political parties and indeed the entire pantheon of social production!
After 20 years the approach to using internet resources has matured beyond all recognition to those early days, when Bill Gates foresaw that ‘content’ would be the currency of the emerging digital culture.
What form would this take for say a Medical Center in the suburbs of Melbourne for example? Or a Building company in Sydney’s outer suburbs? A Fruit grower in the south west of Western Australia, a Psychologist in down town Adelaide?
Very clearly the type of venture is going to determine your approach. One size certainly does not fit all occasions! But this is what has been offered to you very often by digital services – a kind of template driven general approach. For even those services which purport to serve very specific business areas we have had this generic approach!
Flexibility very obviously is needed, responding to the unique qualities of your particular area. This is where we shine. Web Star Services is able to help a wide range of business areas because we have expertise in multiple aspects of digital production.
Content is one of those deceptively simple terms which actually correspond to a bewildering range of different skills and production standards. Very clearly for each case the type of content produced is going to also vary: a Medical center might decide to publish a series of videos describing how to manage a case of the ‘Flu’, or the benefits of Vitamin D3 on their Facebook page, a Building business might publish a DIY series on their blog on how to paint a room and optimize the articles to show up online to their area which include videos; the type of content can be purposed to reach and serve their communities, but also to promote their services and improve digital ranking.
Taking the production values and standards from other media areas we can produce a wide range of digital content and put it to good use. This is clearly an emerging trend and how we can build engagement, while also generating our digital presence, optimizing our sites and creating syndication, or wide distribution.
It is through broad digital syndication that today’s businesses are maximizing their investment with online publication; the approaches of using digital content have matured significantly, your website becomes your digital headquarters, and each business essentially is also a media company, providing valuable materials that potential and existing clientele consume; but also this same content becomes the PR mechanism, the means by which your business is discovered via the machine-level indexing of content.
Breaking Down Just What Is Meant By ‘Digital Marketing’
Australia, we are a truly unique country. Our history is somewhat similar to that of the USA, in that we are a ‘break away’ culture from the old U.K & European civilization; the obvious difference being that Australia was deliberately used as a penal solution, and it took a rather different course than that of the republic alternative America became, Australia retained a stronger link to the origins of the U.K.
Perhaps it is the vast distance involved, Australia is obviously a long way from both the U.K & the USA – but the really big changes that occur in the northern hemisphere take a bit longer to reach us, and for new ideas and technologies to be accepted and implemented.
Sure we have our own ideas, lots of talented and capable people, but all too often this pool of ‘native talent’ has to leave these shores to gain any traction. We then take notice of them when they return, in the form of new businesses and enterprises, and in the form of new technical solutions developed overseas!
The IT revolution which began to really take off in the mid 1990’s in Australian corporate circles, also seems to take a bit longer to respond to new developments. I think as Australians we just come to expect that we tend to lag behind the rest of the world in some areas.
So it has been with the ‘Digital revolution’ which is playing out across the business and commercial world of the USA, UK & Europe (also Russia & China, Japan). Australia has taken much longer to recognize just what is occurring, we are participating, and there is activity and development taking place here – just not at the same scale, nor indeed with the same enthusiasm.
24 Million people, compared with the 365 Million in America, or the 65 Million in the U.K, the 743 Million of Europe, and so on. We have this hard reality of being a much smaller market. However there is a lot of business in Australia which deals internationally, and sells into much larger markets, digital marketing is a vital area.
The broadcast model of mass-media is one that our global society became very familiar with during the 20th Century, with the development of Radio & Television and the proliferation of published text with Newspapers and Magazines.
Digital media is very clearly different, it has a two-way, interactive dynamic, this simple difference is what makes ‘Digital Marketing’ a very different animal to that of previous forms based on the broadcast dynamic.
The very first and most significant means for publishing on the global network was of course ‘Websites’. However, since the earliest appearances of published sites there has been a steady development, and today websites are substantially different to how they started out 20 years ago. However, many business people have not kept pace with developments and many Australian business websites are not mobile-friendly, nor do they effectively work for their owners.
Social media has in fact become the major way in which billions of ordinary people participate online; this has been such a large shift that commentators and major personalities are describing social media as being a ‘slang term for the current state of the internet’. In particular for social groups under 40 years of age. But even for the older members of our society social media participation is becoming ubiquitous. Social media in fact has been identified as being THE major agent of social and political change over the past 5 years.
The effect of social media has been recently experienced with phenomenon such as ‘Brexit’ & even the victory of ‘Trump’ in the USA presidential battles.
Regardless of your personal opinion concerning these outcomes, it is clear that the huge user presence on these social media platforms is resulting in shifts of thinking, the exchange of ideas and the dynamics of influence has massively shifted away from the ‘mainstream’ media outlets. So what does this mean for Australian business owners?
To describe every facet of digital promotion would result in a very large document, it would take a thick book to describe in detail the nature of:
Text & Copy writing
Search Engine Optimization
Social Media Advertising Approaches
Digital marketing is still very much in its infancy in our country, we have not had the same level of experience with it as northern hemisphere business, however it is clear that our country needs to catch up and begin doing business in the 21st Century.
Digital Marketing is gaining in popularity, and people have definitely become more aware of needing to learn how to use and leverage digital culture. Beyond owning a basic website and throwing up a Facebook page, digital marketing refers to not only technology, but ways of thinking and communicating also. The world is changing significantly, and Australia is very much a part of this world, we will be seeing much more involvement with digital in Australia from 2017, that much is obvious.
Since the beginning of mass access to the internet from around 1995, ‘Websites’ have been the default format of presenting business identities, enabling the exchange of information, the sale of goods & services, and of course presenting the business image of all kinds of commerce & industry.
Back in the early days (relatively speaking) building a website was a major undertaking, it was a slow, costly exercise with some businesses investing 10’s of thousands of dollars on expert designers and HTML builders. The resulting on-line HQ for many business owners could run into serious money.
The skills needed to produce a site which looked decent, professional and credible ranged from HTML, Java, CSS, PHP, Dreamweaver, Photoshop a whole slew of acronyms!
Agencies, and high street ‘web-shops’ sprang up in towns, sporting all kinds of garish logos and advertising industry graphics – the web became associated with predominantly graphic designers, and particularly here in Australia business people tended to look to these people to build their professional sites, companies like these assumed a dominant role in providing ‘Marketing’ on the new digital media.
Are Big Name Marketing Agencies Really ‘Better’?
These corporate marketing firms offer a seemingly glossy approach, with expensive designers, and ex-advertising executives delivering their smooth spiel with Powerpoint presentations and statistic-based graphs to impress the CEO’s and management of client businesses. But are the business results gained from these services more effective – or do they simply appeal to the digital naivety of the market?
The point is we have moved very quickly away from these early incarnations of ‘The Web’, today we have a very dynamic digital culture, social media and mobile have massively changed the game; the ultra glossy ‘high ticket’ presentations do not always perform.
The ‘big names’ of the marketing industry do not have anything more to offer than many other services – in fact many of the established big names in the high street are completely lost with today’s digital dynamic.
Many of the advertising ‘name brand’ agencies have been scrambling to re-invent themselves, they ignored the emergent digital culture, and now times have definitely proven to be very different.
The Digital Opportunity
The reality is that you now have a huge opportunity, you can choose to ignore the digital revolution, but this will be to your great cost. The world is changing very quickly, and the digital culture which is emerging via many social media platforms and the ubiquitous usage of Smartphones is massively shifting the numbers.
We need to move the focus away from raw numbers and gain the benefits of building rapport; rather than blasting sales messages we need to be gaining the advantages of customer relationship building; then we need to use the advertising tools to generate genuine sales.
The reality of today’s world is that ‘Digital’ is the major growth area, you can successfully implement useful digital approaches, or you can get stung with enormously useless ‘gloss’ from the big pretenders, the cool guys in that high street agency who are angling for another ‘award’ for their cool designs; which have zero impact on your business numbers.
The world has shifted, too many of the ‘big end of town’ agencies trade on industry bluster and hype. The results are being gained from recognizing the specific opportunities for reach & communication. This is the true face of disruption.
The current state of play with web development is vastly different today, excellent sites can be published far more quickly. It is in the after management of business websites that the real power lies.
The ongoing production of high quality, useful content, the syndication of that content, and your digital presence across multiple digital channels; this is the true ‘service area’- and this is not being addressed any more effectively with large name agencies; in fact it is the nimble smaller guerrilla agencies who are crushing it.
So you will need to choose wisely who you select to help you, are the people working for your business brand more concerned with their next industry award and being seen as ‘Cool’ rather than obtaining genuine results? Avoid the generic approaches, seek out people who offer you tangible results.
So much of the message from the large corporate ‘leaders’ is generic in nature. It seems many of the executives working in IT & Digital areas these days all read the same blog posts, they spout the same ambiguous, general digital advice, they adopt an air of authority that is not earned, or genuine.
This is why so many small and medium businesses are doing so badly with their digital efforts; they listen to the big companies.
Digital marketing should now be a large part of your overall marketing. If you understand that 82% of adult Australian consumers have a Facebook account, and the raw numbers of participation, then it simply makes good sense. We are all basically aware of the good sense in adopting digital presence building, but too many business owners still do not know just what shape this should take.
There has been a lot of talk about ‘Ad-Blocking’ and the tendency of digital consumers to reject content that is filled with ‘click-bait’ and overt 20th Century style advertising.
This is part of the clash I speak about concerning approaches to digital promotion, the phenomenon of the Digital Consumer,the way we can use Social Media, Blogging, SEO and other digital methods to gain sales, and build our visibility online & not have to worry too much about Adblocking!
Adblocking perplexes much of the advertising and marketing industry. In Australia many of the agencies currently offering their services still have not assimilated ‘Digital’ very successfully into their operations – there is an inertia of thinking, a lagging behind. Let’s take a look at this ‘Digital Consumer’ idea for a minute, we can gain some useful data and understand what is happening if we can see what is occurring at the grass-roots level.
All Age Groups Are Digital These Days!
We are not simply talking about a specific age group here, the digital consumer can be just about any age, but they are aware of the options open to them. The digital consumer seeks the best deals, explores the background of businesses, determines if they want to spend their money to gain what they want from your business – or quite a different provider.
The combined effect of people having such a rich access to information, and so many opportunities of discovering alternatives through their devices connected to the internet is now beginning to have real consequences for business owners. Whereas in previous times you simply needed to advertise your products or services locally, and people would respond – they now have many more options.
The proliferation of sales opportunities and the related growth of delivery organizations, logistics services able to deliver anything across the globe in a timely manner, means that many people now shop nationally & internationally gaining the best prices; they also seek out the goods and services which match their personal preferences, ways of thinking, politics, awareness of issues. The digital consumer is empowered to source whatever they want and need- if your business is not matching their expectations, they can go elsewhere very easily indeed!
The Digital Consumer
We need to study this ‘Digital Consumer’ because this is the emerging trend, the mode of living we are all arriving at. This is no ‘fad’ it is the transition of our society into new ways of behaving.
So, sure banner and T.V style advertising is now being blocked on websites. People choose to not be exposed to this, they do not like it!
This does not mean we can’t make people aware of our business, in fact we have a powerful opportunity to refine our advertising into different formats. This is the big opportunity with social media which so many Australian businesses are having problems understanding. Adblocking does not affect social media posts, or content. Our videos and articles are not ‘advertising’ – so we have a huge opportunity here to to re-design our approaches, to gain the arbitrage of content marketing while so many of our competitors are scratching their heads, wondering how they can get their adverts seen!
Do you see the huge power of blogging, video and social media in this environment? Adblocking only affects advertising networks and overt 20th Century style advertising; CONTENT is the big opportunity to make sales to targeted groups online through the very media platforms they all use each day.
Our content marketing clients, web clients and SEO clients are positioned to reap the rewards of this digital goldmine. While those who don’t understand ‘Digital’ whine and complain about ‘Adblocking’ your customers are responding to your videos, social media posts, branding messages through blog posts and audio, social media campaigns, they are being directed to your presentations – if you can generate high quality content there is no need to worry about ‘Adblocking’ because your content is not being blocked; this shift of focus is where the path to successfully operating online actually emerges.
*Sales funnels set up to direct traffic from social media campaigns are not being blocked!
The Digital Consumer – this term requires investigation. We need to look very closely at what is taking place in our world today, it pays dividends to be aware of what people are doing, how they behave, what specific groups are responding to out there in the real world.
Everywhere there are ‘experts’ it seems, today we are presented with commentators and people who adopt a tone of authority and they tell us how to do things. Noticed that?
They are all over the internet, these apparent sources of wisdom seem to be everywhere these days and there is a pattern – this is what I call the ‘Generic Message’, people regurgitate the content they pick up from ‘influencers’ and ‘thought leaders’ and then run with it, present their version of it to the people they in turn seek to influence.
The result of this can be seen on business blogs, LinkedIn posts, email newsletters & business group presentations all over the place. This generic message becomes the accepted wisdom, and business owners all over the world go away and try to implement social media, website and content production strategies, but the results are very mixed.
There is no ‘way’, or approach or blueprint for using social media that guarantees results. There are multiple approaches, flexibility is the keyword.
This is the big confusion about using internet resources to promote your business, and why so many obtain mediocre results from their Facebook pages, Tweets, Adwords, or whatever platform they select to ‘Advertise’.
Small business training programs are among the worst examples of this generic approach to using social media. People who are not familiar with the digital world seek out these reassuringly official providers of information – they are given a very general introduction to using the tools, told about ‘engagement’ and directed to post interesting content. Great.
The Digital Consumer, let’s take a look at this concept and try to discover what it means for us if we are running some kind of business.
The tendency has been to consider anything with ‘digital’ in front of it as being for the young.
This may have been a valid way of looking at it up to 10 years ago; the world has been moving very quickly over the past decade. Now we see all age groups are participating very strongly with the digital world – the mobile device revolution and the wide availability of Wi-Fi and increased bandwidth access has seen the vast majority of western people using social media, purchasing goods and services from their internet connections – we are all now highly connected.
To build a useful picture of this ‘Digital Consumer’ we need to call on information from different sources. Obviously we are going to get variations, and differences between the many groups of people that make up our global digital population. Can we present a meaningful profile that most of these groups share? I think we can:
The Digital Consumer Shared Traits
All digital consumers are active researchers – they seek out and discover lots of information about the products and services they wish to purchase. They tend to share much of what they find & to then discuss it with others in arriving at a decision.
People who purchase online do not mind waiting a little longer for delivery @ the right price and from the provider who best matches their own thinking.
The Mobile Phone Has Become The Television* – in other words mobile devices are now what people focus on, like when the T.V overtook the Radio in the 20th Century.
Digital Consumers use multiple sources of information, they have access to considerable information.
As a business owner you should be respecting the Digital Consumer, seeking to align your presentations with them. ‘Consumer Empowerment’ is not just a buzz-word, it represents commercial reality. Digital consumers do not respond well to overt ‘sales’ messages, they become interested in your business through discovery and consumption of content.
What Is Content Marketing?
This is where the concept of ‘Content Marketing’ comes in, your content could take the form of articles, videos, downloaded PDF’s, maps, software, audio. The idea of businesses all now being media companies is a valid one, with staff members including journalists and editor-in-chiefs becoming very common – we need to get that high value content out to our customers and ‘engage’ them (it has to be said).
The Digital Consumer is now a strong reality, it will become increasingly the type of consumer that your business will need to cater for.
Obviously business type is going to determine the nature of your approach, the format and quality of your content; one thing is certain, more and more businesses will be seeking talented content production teams as the demands for digital content grow, and the need to reach and attract today’s connected people massively grows.