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Introducing Suzanne Carle

GO2 Advertising has added another accomplished sales and marketing strategist with the recent addition of Suzanne Drake Carle as Director of Business Development.

Bringing over three decades of experience to GO2, Suzanne has consistently demonstrated expertise in developing effective brand, public relations and sales acquisition strategies for B2B and B2C markets. Prior to bringing her talents to Twinsburg, she generated market awareness for the American Bar Association, the National Association of REALTORS®, Calfee, Halter & Griswold LLP, Key Bank and flexed her own entrepreneurial spirit as President/Owner of Suite Spot LLC, which provides C-suite solutions.

Suzanne’s goals for GO2 Advertising are to educate and connect people while moving the sales needle. She wants to help clients make that emotional connection that will optimize the end-to-end customer experience by influencing how they interact with the clients’ brand and products on- and offline.

In her spare time, Suzanne is dedicated to various causes including economic empowerment, human rights and social services issues. She’s also a big-time gardener who has what she describes as more of a “teal” thumb, is an avid magazine reader, and a self-professed chocoholic.

2017 Digital Advertising Trends

Advertising in the digital space is always an adventure. It is a place where technology advances at the speed of thought and ideas are shared at the speed of light. There is always some risk when investing your budget in such a rapidly changing environment, but that risk can be somewhat mitigated by staying on top of the trends.

Below you will find highlights of what the digital ad world might look like in 2017. There are some digital marketing strategy staples, some that are just beginning to settle in for the long haul and some exciting new developments.

Keep reading to see what to double down on, what to invest in and what to watch.

Staples:

The following strategies have been around for a while and consistently remain a part of any forward-thinking advertiser’s consideration and budget. Their prevalence will only grow in 2017. In fact, if you are not already thinking about whether these tactics are right for you or your clients, you’ve got some catching up to do.

Native

Native advertising – a form of paid media where the ad follows the natural form and function of the user experience in which it is placed – is one of the oldest tricks in the book. But, as modern consumers continue to reject, condemn, and go to lengths to insulate themselves from traditional advertising, it will become increasingly important to create brand experiences that integrate with their entertainment.

That includes everything from a Buzzfeed listicle to an Onion video advertorial. Offering seamless and entertaining ad experiences will continue to be a pervasive and essential tactic.

Cross-device marketing

Stories of desktop death have been greatly exaggerated. There has been much talk about a mobile-first marketing approach, but the reality is that while smartphone use is overwhelmingly popular for activities such as social media, messaging and news, the majority of consumers also have a desktop, which they tend to use for more detailed review and purchasing.

Not only can you reach a broader audience by catering to the multiplatform majority, but mobile conversion rates are significantly lower than with desktop interactions. This suggests the importance of getting visitors to your site both for a quick mobile search and for a more in-depth desktop experience. So, from optimized web ads to responsive websites, every online touchpoint needs to be integrated and optimized, giving users a consistent experience across devices.

Trending:

The digital advertising trends below may be new to some and old hat to others. They have managed to gain a solid hold on our advertising focus by capitalizing on both technology advancements and broader entertainment trends and thus are a good indication of digital advertising’s present landscape and future direction.

Programmatic

Programmatic is the process of buying and selling media in an automated fashion, including the algorithmic purchase and sale of advertising space in real time. With the Interactive Advertising Bureau (IAB) estimating that programmatic spend will grow to over 80% of marketing spend by 2018, there is almost no reason not to jump on board. Let’s take a look at how this increasingly essential ad strategy works:

  1. Brands and advertisers bid on an ad space.
  2. These brands/advertisers set different variables based on price and the audience segment profiles they are trying to reach.
  3. When a webpage is being loaded and has the space for an ad on it, information that’s been gathered about the visitor is sent back and forth to an ad exchange.
  4. This space gets auctioned off to the highest bidder and the ad is placed in the space – all of this is done in milliseconds.

With this method, rather than just purchasing inventory for a “spray and pray display,” you pay for only precisely targeted ads. Getting highly effective ads with the possibility of cross-demographic ad targeting for a relatively low cost seems like a no-brainer.

But I said earlier that there is “almost” no reason not to adopt for a reason: programmatic ad buying comes with a serious concern about fraud. Even so, considering the importance of effective targeting, this strategy is here to stay.

Live video streaming

Video has always been an incredibly versatile medium, allowing brands to tell stories that are impactful and entertaining. It is also a medium that has seen ever-increasing online engagement: between 2013 and 2015, there was a 360% increase in video views.

And consumers are 4 times as likely to prefer video content over text. And now, live streaming video has become a trend all its own. Thanks to the ubiquity of mobile devices and availability of fast Internet anywhere, many platforms have seen the advantage of integrating a live streaming service.

Twitter’s Periscope and Facebook Live give brands easy access to a new way to reach their customers. These services can make customers a part of a launch event, give them a behind-the-scenes tour or show off a product demo. Whereas the shooting and editing of traditional video often comes with a high price tag, live streaming consumers do not yet have the expectation of professional polish. So, it is a trend that can fit into any budget.

Emerging:

Now, I want to touch on some developments that may not fit into the average business marketing plan just yet.

Wearables

As with mobile marketing, reaching consumers through a device that is constantly on their person seems like an obviously smart move. However, though it may seem like everyone has a Fitbit these days, not everyone would be open to their interactions with it being infiltrated by advertising. It is therefore likely that the marketing advantage wearables offer will be tied to information gathering. They have the potential to offer a wealth of useful data concerning a consumer’s location, behaviors and even their health.

Darwinian Advertising

It is probably too early to call Darwinian advertising a trend, but it is certainly an interesting development that is worth watching. In this survival of the fittest digital advertising concept, parts of the creative that don’t engage a user are automatically removed from circulation, while those that receive a reaction are reworked into further iterations.

As an example, the first experiment with this type of advertising measured response with an embedded camera. In this way, all the elements of an ad, from copy to color, can be optimized for maximum consumer reaction. While currently experimental and out of reach for most advertisers, the potential to evolve the perfect ad has an undeniable appeal.

5 SEO copywriting tips

Visual design might reign supreme when creating websites and apps because it impacts usability and functionality.

Yet, words are still the best way to build trust, deliver concepts and drive action. But making those words appealing and optimized for search engines to improve rankings is a challenge every content marketer faces. According to Copyblogger, SEO is the most misunderstood topic online.*

So where do we start? With two words – Content Strategy. The right content strategy creates a great user experience.

Here are some guidelines to follow:

seo-blog-keyword-freq

Content should be user-centric:
Your target audience comes first, long before search algorithms. The best place to start is by understanding your target audience. Then, talk your readers’ language by creating interesting, compelling, useful and visually appealing content that targets specific keywords. This will increase your content’s relevance and improve its ranking in Google. Ideally, you should put your keyword in your headline. The content following the headline should address keyword intent. And keep paragraphs short. Nobody likes to be faced with a sea of type.

seo-blog-keyword-freq

Use long tail keywords:
These three- or four-word phrases are very specific to what you are selling. They’re the phrases that consumers are more likely to use when they’re closer to making a purchase. These specific phrases also rank better than generic single or double word keywords.

seo-blog-keyword-freq

Write great headlines:

Don’t expect high click-through numbers if you have a mediocre headline. Your headline should attract people’s attention, get them to click and read more. According to ConversionXL, headlines with numbers are always winners.** This might not always be possible, but it’s something to consider.

seo-blog-keyword-freq

Don’t overlook meta descriptions:
These take time to write and directly affect traffic to a web page. When people search for keywords that are relevant to your page, Google uses the meta description on your page. Good meta descriptions take time to write and should be 150 to 160 characters and include target keywords. For mobile, keep it to 113 characters.

seo-blog-keyword-freq

Focus on keyword frequency:
How many times do your keywords appear on the page? Don’t go keyword frequency crazy, though. The folks at Google pay attention to keyword stuffing and will penalize you. It’s still a factor in ranking. Plus, overdoing keywords will turn off your readers.

 

Remember, make your content easy to read. Don’t overwhelm your audience, or pack every thought into one paragraph. Well-planned content will work wonders for your writing’s effectiveness. This will create a better user experience.

We’d love to hear your thoughts. What works best for you and your content?

 

* http://www.copyblogger.com/

** http://conversionxl.com/