Google and Facebook are booming. Is the rest of the digital ad business sinking?

| November 2, 2016

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It’s finally happening: Advertisers have started moving big chunks of their budgets from traditional media to the internet, and digital advertising is booming.

At Google and Facebook, that is. Everyone else in digital is shrinking.

That’s the conclusion you can draw from numbers crunched by Jason Kint, who runs Digital Content Next, a trade group representing digital publishers and content companies.*

Kint compared numbers from the Interactive Advertising Bureau, a trade group that represents digital advertisers, along with publicly reported numbers from Google and Facebook. He concluded that those two companies accounted for all of the growth in U.S. digital advertising in the first half of this year.

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Pole Position Marketing

Pole Position Marketing is a Web marketing agency based in Northeast Ohio that offers a broad range of search, social and content service options for B2B and B2C companies. Since 1998, we've been helping clients throughout the U.S. grow their Internet presence and develop their inbound customer base via SEO, PPC, analytics, conversion optimization, content marketing, social media and link building.

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Top Trending Marketing Channels for Your Business In 2021

Article | July 13, 2021

Do you find it challenging to choose the proper marketing channels that can help you boost sales? Find details about top trending marketing channels for your business in 2021. Jay Baer once said, “Doyour marketing so useful people would pay you for it.” As a marketer, it is needed to have a sophisticated marketing approach, well-versed with research, planning, creativity, and a team of experts. You can only make your marketing efficacious and influential when you are aware of its trends. More than 95% of marketers believe that different trendingdigital marketing channels are much more powerful to drive high ROI. Different kind of marketing channels can help you to accomplish your business goal. First, you need to find appropriate and quality-driven channels. Let’s look at some of the essential marketing channels that businesses are adapting to grow. Blogs Blogs have become one of the prominent channels to attract an audience. Nearly 80% of companies utilize blogging as a part of their marketing strategy. It is relatively easy to convince your target audience through blogging as you approach them in a descriptive and informative manner. Customers love to read blogs as they find valuable information easily and quickly. It builds trust with your target audience. Blogging is an excellent medium for enhancing communication with your customers. Using FAQs, you provide solutions to the various questions that come into users’ minds. Consistent blogging with relevant information assists SEO to perform better, strengthen relationships with existing and new customers, and maximize brand identity. Search Engine Optimization (SEO) 70% of marketers see SEO as more effective than other marketing channels.Properly implementing SEO is immensely useful to scale your business. SEO is a technology that transforms constantly. Companies need to comprehend those algorithms. Innumerable searches are made every year on Google. Executing SEOranks your website high in search engine results pages, and allows your contentto be easily visible and accessible. Keyword research is the essential component of SEO strategy thatbuilds brand credibility,increasesengagement, traffic, and conversion. Social Media Marketing The number of social media users was more than 3.6 billion in 2020, and the number will reach 4.41 billion in 2025. Therefore, it evidences that social media is a powerfulpromotional channel to reach your target audience. Customers use social media for entertainment, education, connecting with friends, buying essential services or products, etc. Brands use the social media calendar to ensure a constant flow of content that supports brand voice and consumers consider it a reliable source of information. Facebook, Twitter, Instagram, Pinterest, YouTube are the most used channels. It includes text, images, video, and gifs to encourage audience engagement. Influencer Marketing Influencer marketing is a powerful channel to convince people to buy your product or services.Brands convey their message with the relevant influencers to meet marketing goals to create leads and increase brand awareness. More than 71% of marketers say that the quality of traffic generated from influencer marketing is better than other ad formats.They are leveraging influencers to attract the audience to believe in your brand and convert them into a long-term customer. Influencer marketing gives unprecedented growth to the businesses of different industries. It provides vast visibility and reach, maintains relationships with your customers, and enriches your content strategy.Moreover, 93% of marketers are already investing in influencer marketing which is one of the best marketing channels for small businesses. Email Marketing According to 80% of professionals, email marketing drives customer acquisition and retention. In addition,91% of US adults like to receive promotional emails from companies they do business with. Thus, executing email marketing has the tremendous benefits that it delivers the highest ROI. But, this is not the only reasonto invest in it. The significance of email marketing is that it helps reach millions of people at once by saving your time which is also cost-effective. Through email marketing, you can share targeted and highly personalized content with your audience that resonates with your customer.Brands believe that including relevant links to your site within the email content is the best way to get customers to visit your website. Word of Mouth Word of mouth marketing is the perfect way to maintain communication with the target audience and build a strong connection with them. In-word-of mouth marketing, your contented consumer endorses your product or services. Likewise, the unknown person gets attracted owing to the recommendation of their family or friends. According to a study by Convince & Convert Consulting, 83% of Americans are more likely to purchase a product or service recommended by a friend or family member through word of mouth. Involving your customer to review your product or service, utilize hashtags to promote your campaign on social media are the best ways to make mouth marketing more influential and productive. Content Marketing 70%of marketers are actively investing in content marketing.78%of companies have a team of one to three content specialists. These statistics show how effective content marketing is. This marketing strategy includes creating unique and appropriate content that your consumer find valuable. It makes your SEO better, enhances your social media tactics, and gives uses’ an incredible experience. If you continuously deliver relevant and valuable information to your customers, they will automatically get attracted and become your long-term customer. It is a long-term strategy to reach definite outcomes in building your brand, generating more leads, increasing sales, etc. Podcast Marketing According to the survey of Edison Research in 2020, Podcasts now reach over 100 million Americans every month. Podcasts allow the listeners to hear the emotions behind your wordsthat build a strong connection between your brand and listeners on a more personal level.Through sponsorships, ads, and paid interviews, you can generate income. It has low competition, interactive & attractive features, an authoritative presence, lower marketing expenses, and much more. These qualities make this marketing strategy unique from other marketing channels.If you execute podcast marketing appropriately, you will experience new potential customers and clients. Final Thoughts To summarize, these are the essential, valuable, and viablemarketing channels that fit your business objectives and increase the possibilities of your success.Prominent businesses find these channels worthy and pertinent to scale their business towards perpetual development, achievement, and ideal results. Consistency, top-notch, quality, and comprehending buyer persona make your marketing strategy stand out. So, while implementing these marketing channels strategy,take care of these points mentioned above. Frequently Asked Questions What is a direct marketing channel? The process of selling directly to the end buyer without any intermediary is called a direct marketing channel. How do you choose the best marketing channels for business? Doing research on different marketing channels, having clear pictures about your objectives, determining your campaign budget, and knowing about buyer persona can help you find the best marketing channel for your business. { "@context": "https://schema.org", "@type": "FAQPage", "mainEntity": [{ "@type": "Question", "name": "What is a direct marketing channel?", "acceptedAnswer": { "@type": "Answer", "text": "The process of selling directly to the end buyer without any intermediary is called a direct marketing channel." } },{ "@type": "Question", "name": "How do you choose the best marketing channels for business?", "acceptedAnswer": { "@type": "Answer", "text": "Doing research on different marketing channels, having clear pictures about your objectives, determining your campaign budget, and knowing about buyer persona can help you find the best marketing channel for your business." } }] }

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How Community Coalitions Are Bridging the Digital Divide

Article | August 25, 2020

Across the country, local networks known as Education Innovation Clusters (EdClusters) are bringing together partners and resources to meet urgent needs and envision a new future for teaching and learning. Many of these efforts are rooted in long-standing partnerships across sectors and institutions. As COVID-19 disrupted the lives of students, educators, and families earlier this year, EdClusters sprang into action, leveraging their capacity and reach in ways their networks were uniquely ready to do. Their collective efforts are meeting a range of needs—from internet access to devices to social-emotional supports. As schools prepare for uncertain and complex reopenings, we turn to Kansas City and Rhode Island for powerful examples of community in action.

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The power of sensationalism in communications

Article | March 8, 2021

In advance of the already highly controversial interview between Oprah Winfrey, Meghan Markle and Prince Harry, the Duke of Sussex surprised us all with an interview on The Late Late Show with James Corden just over a week ago now. In his first interview since stepping back from his duties within the Royal Family, the Prince took part in a seemingly relaxed, natural, and spontaneous interview with TV host and friend, James Corden. And whilst it appeared to be off-the-cuff and completely un-staged, it would have in fact, been quite the opposite. This interview highlighted the true power of sensationalism within communications, provoking public interest, telling Harry’s side of the story, and defining his position as a brand. Matthew Hayes, Managing Director of Midlands-based brand agency Champions (UK) plc, explains why he thinks the interview proves that Harry, the Duke of Sussex understands his brand power, allowing him to reposition himself within the industry. “The interview was completely unexpected and caught everybody off guard. We were all so eagerly anticipating his and Meghan’s upcoming interview with Oprah that we hadn’t even considered he would perhaps look at other options,” he said. The Late Late Show almost goes against his previous branding as a member of the Royal Family. Matthew said, “It was great to see Harry doing Harry. “Throughout the entire interview, Harry displayed his true personality and owned it. And in terms of branding and positioning, he knocked it out of the park. “I believe that Harry achieved what he had set out to do, which was to change the narrative by telling his side of the story and ultimately change the public’s opinion of him.” And in doing so, the interview amassed more than 15 million views on YouTube in under a week, proving that anticipation doesn’t always equate to more impact. More than just a Prince Providing a glimpse into family Zoom calls with his grandparents, Harry used this interview as a way to demonstrate he is more than just a Prince, but a father, husband, son, and grandson, too. "Harry managed to find his own brand identity whilst remaining all of those things, as well as continuing to work in public service. He owned and delivered it in a way that I can only describe as genius.” By changing the narrative and telling his story, Harry proved that he is much more than everybody has perceived him as. The Duke of Sussex isn’t the only person within this industry to change and reposition his brand. Snoop Dogg is renowned for having more than one persona and this has become a part of his brand identity. From gangster to rapper, actor and more recently, the star of Just Eat’s latest marketing campaign, Snoop is recognised for exactly that – proving the power of branding. Clever and controversial marketing After watching the Prince’s interview with James Corden ahead of his sit-down chat with Oprah Winfrey, many of us have been left wondering which really came first – or was this a part of the plan all along? Matthew explains why he thinks it was a clever marketing ploy: “I believe that this interview came first as a deliberate way for Harry to define his brand and lay down the law prior to appearing on Oprah. “Many of us, myself included, assumed that Oprah would be his first (and possibly last) exclusive interview, but what this has done is create a buzz and even more anticipation ahead of its airing. “Before watching Harry with James, I may not have even considered sitting down to watch his appearance on Oprah, and I expect this to be the case for many others, too.” It was recently announced that ITV have bought the rights to Harry and Meghan’s interview with Oprah for £1M, with it set to air at 9pm on March 8. While some may call this controversial, and it may be, Matthew believes it to be clever and tactful marketing. He said, “Harry’s appearance on The Late Late Show will no doubt boost viewing figures for his interview with Oprah, making it somewhat of a teaser. “Mystery and anticipation are remarkable ways to tell a story, which is exactly what both Harry and Meghan have done here.” Digital storytelling expert and founder of Play Human, Matthew Scott also explains the benefits of controversial marketing and why it is so impactful. He explains, “Simply, controversy appeals to consumers and it grabs their attention. But more importantly, it raises a point and sparks debate, which is key when it comes to storytelling, particularly within branding. “Telling a story with an edge of controversy or challenge is a good thing and is what leads to change.” The future of sensationalism Matthew Hayes predicts that following this seemingly controversial yet clever act of sensationalism and storytelling, many brands will begin to follow suit. “Already, Prince Harry has gained such tremendous traction from one short interview, so just imagine the publicity after Monday evenings show. “Brands will see the benefits of working in this manner, albeit slightly controversially, but that it really does work and will garner seriously impressive results. “I am one of those people who perhaps frowned upon Harry’s decision to officially leave the Royal Family. However, after watching his interview with James Corden, my perception of the whole matter has completely changed, which I guess was the aim of the game, right? Well, it worked – for me, anyway.”

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CONTENT MARKETING DURING COVID-19 – THE RIGHT WAY

Article | April 1, 2020

You’ve probably received tens, if not hundreds, of marketing messages from businesses regarding the COVID-19 outbreak and accompanying economic crisis. The Coronavirus situation has escalated rapidly, and content marketing during the COVID-19 pandemic can easily hurt your brand despite your best intentions. So, how often does your business need to communicate about the pandemic? What brand messaging has proven helpful? Is now the time to be opportunistic? We cover these important questions below.

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Spotlight

Pole Position Marketing

Pole Position Marketing is a Web marketing agency based in Northeast Ohio that offers a broad range of search, social and content service options for B2B and B2C companies. Since 1998, we've been helping clients throughout the U.S. grow their Internet presence and develop their inbound customer base via SEO, PPC, analytics, conversion optimization, content marketing, social media and link building.

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