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Archive for February, 2015


Case Study: Davidsons Liquors Email Marketing

Tuesday, February 24th, 2015

We’ve been working with Davidsons Liquors for quite a while now. Last year we developed and launched their all new website, which is doing extremely well compare to their old site. We’ve also been handling their social media, search engine marketing, media buying, and a plethora of other advertising & marketing endeavors.

February marks the first month we have taken over Davidsons’ email marketing, and while we’re only in the first month (and still have a lot of perfecting to do) we’re already starting to see notable improvements in email interaction from customers. We started by completely overhauling their email template design to be appealing, clean, functional, branded, mobile responsive, and click/conversion focused. (more…)

10 Digital Marketing Stats From the Past Week

Tuesday, February 24th, 2015

Here’s 10 interesting statistics from the digital marketing world that have surfaces in the past week, including captivating Instagram numbers and research about where brand budgets are going.

• Companies will allocate 11.7% of their marketing budgets for analytics in the next 3 years, up from 6.4% currently, according to a Duke University study. The survey also found that mobile ads takes up 3% of marketing dollars but will triple to 9% in next 3 years.

• Using video, Nike has surged its Instagram following from 4 million to 12 million in the last ten months.

• There will likely be more brands sharpening their Instagram skills soon. Industry analysts predict that the mobile app will generate $5.8 billion in revenue in 2020, up from $700 million this year.

• According to Q4 2014 research, 20% of Google search links clicks were for shopping ads.

• In August-November last year, the finances app ‘Acorns’ relied on Twitter’s Tweet ads to generate downloads. The brand said that 1/5 of its downloads came from Twitter. Also, the company paid less than $4 per app install, which is significantly lower than the $8-10 that financial companies typically pay.

• The white-collar class is increasing within shopping demographics. Americans who had at least $250,000 in annual household income and discovered that 83% bought luxury goods online in the past yearaccording to MediaPost.

• A study by the Association of National Advertisers found that 58% of marketers had purchased native advertising in the past year.

• People constantly delete their mobile apps. But Ibotta seems to have solved the viewer-retention issue by giving people money. The company said that more than half of its 2 million monthly users opened the app 25 times in January.

• A 6,000-participant survey found that 83% of millennials would be open to recommendations from a brand on how to be more culturally aware, compared to 74%of baby boomers. The research is from the online publisher’s new internal consultancy for brands called MBGEnhance. MBGEnhance learned that 84% of the smartphone-loving Gen Y respondents sometimes felt overwhelmed by social media.

[source: AdWeek.com]

Facebook For Business: Goodbye Organic Reach

Monday, February 9th, 2015

Facebook For Business: Goodbye Organic Reach

There’s no doubt that Facebook page reach has been dwindling. In April of 2012, Facebook themselves said that business pages reached only 16% of their audiences on average. Recently, a study revealed that Facebook page organic reach went from an average of 12.05% in October, 2013 to 6.15% in February, 2014. Facebook stated that a “lack of space in the newsfeed” was the reason for the decline in reach. Soon there will be no reach left for organic posts at all.

This transition is bad news for companies who have spent the past several years collecting Facebook followers, unless they’re willing to start spending ad dollars to reach their audience. The worst part is that this applies to all pages! Whether you’re a huge company with millions of likes, an organization or a local non-profit, this decline in organic reach will affect you.

Should Your Company Still Use Facebook?

At this point you’re asking, should my company even use Facebook? Is it even worth it? Do the thousands of fans we’ve acquired even matter now? With a measly 1 or 2% reach, it is hard to justify spending time posting on Facebook!

Your followers still matter if you plan to spend money to reach them. After years of using Facebook for free promotion, this may seem unfair, but Facebook needs to make money. While you may not be too keen on spending money with Facebook, more engaging posts will still lead to a larger reach (when people share, like or comment on your posts, Facebook will see this as a post of interest and allow it to come up in more people’s feeds).

Facebook’s organic reach is almost zilch. Facebook has been going in this direction and it seems inevitable that paid posts will be the norm for companies. It seems unfair that businesses who have invested time and money acquiring followers will no longer be able to reach that audience, but even with a small budget, companies can turn this bad news into opportunity. With targeted ad campaigns, great content, and even a small amount of cash, companies can reach their current fans and more on Facebook.

It’s hard for some businesses to pay their employees, let alone advertise, so if you think about spending money with Facebook as an investment in your company’s brand, it may just look different. How important is it for your brand to engage with followers on Facebook? How damaging would it be or what opportunities would be missed if your company didn’t engage though Facebook?

We (FiG) have clients that spend very little on social marketing, but we also have clients that spend a large portion of their overall budget on social marketing. In both scenarios, we always do our best to get the most out of the budget, big or small, and we always get desired results. So, even though it’s a sad day when a huge social network like Facebook takes away all the free organic reach opportunity, at the end of the day, it’s really just about changing up marketing strategy and doing what makes the most sense for your business.

If you’re interested in having your business’ social marketing efforts reevaluated, please feel free to contact us.

Ad of the Month: Clash of Clans Super Bowl Spot

Monday, February 2nd, 2015

We could easily post every commercial that ran during this year’s Super Bowl and give a nod to each of their glory, but since we always do an “Ad of the Month”, we’ll stick to just one — an ad we feel is superb but may not necessarily get voted as the best Super Bowl ad of all time – an underdog, if you will.

We think the commercial from the Clash of Clans game was clearly the underdog during the Superbowl. Game weekend was packed with celebrities, but Neeson’s performance in such a crazy setting really stood out amongst them – even when he shows his less serious side, it’s still as serious as a terrorist attack.

Liam was just a good choice, period. The amount of organic viral marketing Liam’s character received over the past year via social networking and comedy news platforms was immense to say the least. With funny videos, gifs, and general memes being a dominant part of the teen to mid-30’s+ culture, and with Liam dominating this over the past year, we think it was a smart play on Clash of Clans’ part to use Neeson in this spot — a reference that most people would get, and one that would appeal to Clash of Clans’ target demographic. Hats off to whatever agency put this one together!

If you missed all of the other Super Bowl commercials, you can watch them here.