Sue Mazur, National Director: Coffee News Australia
Who has time for advertising strategy? We appear to live hectic lives these days. Technically, life is easier for us than previous generations because so much of the humdrum work is now done by automated programs, bots and machines. But for some reason, you seem to be busier than ever – isn’t that right?
How can this be? Because there are so many more claims on your attention, that’s why. You’re already overloaded with an embarrassment of opportunities to absorb your time and expend your funds doing things, watching things, using things, improving things. But every day even more opportunities are presented to you.
So now when you decide to spend an hour online, the first thing you find is you are assaulted by advertising. Have you ever wanted to read an article online and found it difficult due to the vast number of ads throughout? Have you ever searched for a mattress, to find you are still being marketed to months after you bought from mattress companies? Clicked on a link accidently and felt sorry that some poor bugger that has just paid for that click? Online advertising is often seen as a distraction or barrier to performing tasks (pop-up boxes, banners, a million ads in the middle of an article you are reading) – completely ignored or worse, aggravating. “Being assaulted by online marketing” is a now common complaint. There are challenges online and the industry continues debate around good content, effective delivery and that online marketing is now viewed as ‘traditional marketing’.
Whilst there is no doubt that the ‘Internet of Thing’ is a vital piece of the marketing mix these days, and yes, people do want to visit your website to check your credibility and professionalism, want to receive emails and connect with others on social networks, it is clear that the internet is becoming a cluttered world. There is no doubt there is a high demand to turn around ‘assault marketing’ to a more respectful way of communicating – one that is of your own choosing.
The latest July, 2017 research reveals these facts:-
- There are over 1 billion websites;
- The average person sees 5000 ads a day (compared to 500 a day back in the 1970’s)
- On Facebook there are more than 50 million small businesses that have active pages
- There are 4.75 billion pieces of content shared daily (as at May 2013) on Facebook alone;
- Messenger and WhatsApp process 60 billion messages a day;
- There are 83 million fake profiles on Facebook (source: CNN);
- We share 1,800,000,000 photos every day on social media – yes every day!
It is a lot, isn’t it? As more and more ‘channels’ are opening online for businesses to advertise on, analysing channel effectiveness is becoming a science, an expense, and often a place of distrust and fraud for businesses. ‘Methbot’ Smokes Brand Budgets’, a report in December 2016, reported on a Russian Ring of Digital Ad Crooks stealing $3 million to $5 million daily from premium-video-focused advertisers, using a tactic to make their faux internet activity appear genuine commanding their bot army to generate 200-300 million impressions daily, assaulting and charging brands for premium video ads. Some very high profile and tech savvy companies were caught in the fraud.
And the latest research reveals that total digital ad spending in 2017 will equal $77.37 billion, or 38.4% of total ad spending, yet 70% of marketers do not track effectiveness of social media. Facebook advertising alone, has in my experience, generally quadrupled in price for less than one quarter of the reach previously available – and each channel is increasing their rates (check out profit returns for these companies – they will astound you). I went to re-run an ad recently and at the end of the listing, noticed the cost had increased to $14,000 (more than a 1,000 times than before) and cancelled the ad. I did not proceed. I repeat, I did not proceed. 5 minutes later, I was being told that my ad had started. Yes, panic and a determined exchange of communications – but it was cancelled!
Do you remember when ‘Online’ was Sexy?
Talking about online advertising was once viewed as sexy. You could drop in ‘social media’ into a conversation and see some adoration or awe reflected back at you. But that is changing with more data and information becoming available about the reality of this medium and flaws experienced in this arena. I have no illusions about the mobility and changes in our society and technology and how that is affecting choices that businesses have these days. AI and Chatbots are starting to become mainstream and are being used to guide consumer behaviour. While it is far more flexible and open than in the past, there are huge impediments for the local budgets of small to medium business. It can be a massive undertaking to discern valuable information from the data available.
But What Pays The Bills?
Visibility, however, is one aspect of marketing that won’t change—regardless of the year. Marketing before and after a digital platform availability still revolves around how customers see your business. For you as a business, you need to address some very simple but crucial questions:-
- Who is your ideal client?
- Where do they hang out?
- How do you get in front of them in a positive way, without assaulting them?
- What impression do they get when they see your brand visibility?
- Do you have a customer-centric philosophy and provide great customer experiences?
Permission marketing is the privilege (not the right) of delivering anticipated and relevant messages to people who actually want to read them. With permission marketing, the company is encouraged to build up a long term relationship with customers which can be beneficial in the long run. It gives a brand visibility whilst recognising the new power of the best consumers to ignore marketing. It realises that treating people with respect is the best way to earn their attention.
Pay attention is a key phrase here, because permission marketers understand that when someone chooses to pay attention they are actually paying you with something precious – their attention. By choice. Attention becomes an important asset, something to be valued, not taken for granted, nor wasted.
We got a call the other day – Coffee News had ran out in one outlet. The caller was upset because he couldn’t get his Coffee News edition for that week. That’s permission.
Permission is like dating. You don’t start by asking for the sale at first impression. You earn the right, over time, bit by bit. You know this yourself in your business or networking – those people who meet you for the first time and then immediately try to sell to you. Or you get an email out of the blue that says “buy from me”. Or that guy or girl you dated and…. you know the story (and probably warn off your friends about what a jerk they were). This is a major turnoff. It is the antithesis to permission marketing.
One of the key drivers of permission marketing, in addition to the scarcity of attention given online, is the extraordinarily low cost of dripping to people who are in the area of business that you reach out to and can service. Home organic fruit and veg delivery is the farmer’s revenge… it’s the essence of permission.
Permission doesn’t have to be formal but it has to be obvious. A friend may have permission to call you if he needs to borrow five dollars, but the person you meet at a networking event has no such ability to call, email or put you on their marketing list afterward and pitch you his entire product range.
In order to get permission, you make a promise. You say, “I will do x, y and z, I hope you will give me permission by reading / listening.” And then, this is the hard part, that’s all you do. You don’t assume you can do more. You don’t sell the list or rent the list or demand more attention. You can promise a newsletter and talk to me for years, you can promise a daily RSS feed and talk to me every three minutes, you can promise a sales pitch every day – whatever I have given you permission to do. But the promise is the promise until both sides agree to change it. Permission can be a one-way broadcast medium or online, and it demands that you figure out how to let your permission base choose what they hear and in what format.
If it sounds like you need humility and patience to do permission marketing, you’re right. That’s why so few companies do it properly. The best shortcut, in this case, is no shortcut at all. It is about building trust, keeping top of mind, treating people with utmost respect – and when they, or someone they know is, looking for your product or service, it is your name that is remembered as a trusted and respectful provider.
Don’t Neglect Local – own and dominate your local area market:
It is simple – if your market is international, use the internet. If it is local, use your local mediums. Don’t confuse ‘Likes’ with profit. Yes of course I agree with digital marketing for the right company, but what I am advocating for, is a neglected and poorly serviced local business that has a precious and limited budget and needs an advantage over a highly competitive market. For success you must ‘own’ and dominate your local area marketing space.
Here are some facts that may help you are a local provider, to narrow down where your local market hangs out:-
- 80% of people live their life locally and spend most of their time within 6 miles of home;
- 90% spend their time within 12 miles of their home;
- 76% spend most of their money locally within 6 miles of home;
- 92% spend most of their money locally within 12 miles of home;
- 67%of people prefer ‘Local Media’ to find products and services offered by companies in the local area;
- 58% of people prefer print media exclusively as their reading preference
So how do you stand out from the crowd with your marketing?
An experiment conducted at the Centre for Experimental Consumer Psychology at Bangor University proved that printed material created deeper impressions on the brain. As part of a Quad/Graphics Customer Focus Research Study of people 18-34 years of age, advertising material was shown to the participants on a screen and on paper and the MRI scanner determined deeper stimuli when paper ads were held in the hand.
Maintaining consumer trust is one of the fundamental parts of doing business and the research reveals print is a key component that people use in making their purchasing decisions. Studies have also shown that print is considered a more trustworthy and authoritative source of information and people have a stronger emotional connection to messages delivered on paper. Print tantalises our senses. The physical and emotional connection with print makes the experience unique.
Coffee News is both unique, effective and targeted – it’s the New Disruptor!
A ‘disruptive’ innovation is an innovation or creative solution that creates a new market and value network and eventually disrupts an existing market and value network, displacing established market leading firms, product and alliances. Think Uber, Air BnB, Apple.
Both Uber and Airbnb embodied one of the main principles of disruption innovation in that they were spawned by identifying a flaw in a traditional model and its attributes. They found alternative benefits and embraced the power of people in the market as both customers and creators. Airbnb found new customers in people who didn’t enjoy or couldn’t afford traditional forms of accommodation. “Great disruptors are great at understanding human psychology,” stated Chip Conley, strategic thought leader and change agent at Airbnb. Uber was the same, developing a new workforce of drivers and delivering a product to an existing customer base who were dissatisfied with current transport options. Apple essentially disrupted their laptop business with the development of the iPhone and it didn’t render laptops redundant, it grew the market.
!So if you are dissatisfied with traditional marketing (ie online), know your prospective customers are local, desire the inordinate value of permission marketing, want to stand out from the crowd, want to be the exclusive top of mind provider of your service or profession, want to ‘own’ your local market…. give Coffee News a call. We are ridiculously affordable, in demand with exclusive categories, very popular, global with a local focus and…. we’re mexafrixen awesome!