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Supercharge Holiday Sales with Performance Based CTV/OTT

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Believe it or not, it’s already time for marketers to put their holiday campaigns in motion. We’ve gathered three takeaways that you can use to kickstart your performance based CTV/OTT holiday campaign.

  • Why CTV/OTT is a channel your holiday campaign cannot ignore
  • How to build your holiday campaign strategy
  • How to execute effective holiday creative

Capitalize on extra time spent with CTV/OTT and holiday programming

CTV/OTT advertising can capture more eyes during the holiday season. Non-linear sources now make up over 50% of time spent watching TV. Viewers have made CTV/OTT the largest slice of the pie (77%). Brands are realizing that CTV/OTT offers everything other digital channels do, plus benefits from its immersive viewing experience.

With 65% of US consumers tuning into holiday programming, CTV/OTT and holiday programming overlap to create a perfect channel to reach the right audiences with the most impact. This channel’s immersive nature can help storytelling resonate better with viewers. It creates a more memorable experience than slapping messaging onto a static image.

CTV/OTT is the ideal performance marketing channel to take advantage of the biggest content consumption time of the year. The next step? Build a holiday campaign strategy that engages shoppers effectively.

Leave time for testing

Marketers report that they start their holiday ad campaigns before October. 31.4% launch in September or earlier. 

It’s an excellent idea for marketers to start their CTV/OTT campaigns as early as possible. We always recommend testing various kinds of targeting tactics and starting broad so that you can learn more about who is engaging with you and you can learn from your audience.

A few targeting tactics our customers like to deploy, include: 

  • Behavioral targeting: to reach potential customers who have shown interest in similar products
  • Interest-based targeting: to target people based on their interests, hobbies, or activities related to the holiday season
  • Affinity targeting: to target people who are attracted to similar brands 

Performance based CTV/OTT isn’t just about targeting the right audience. Another benefit is its measurability. Our performance based platform allows us to track ad exposure through 1:1 conversions, calculate second screen response rate and much more. The best advice we would give marketers is, “Make sure to ensure your CTV/OTT partner is focusing on your KPIs more than they’re focusing on their own.”

Use storytelling to enhance holiday creative

Most marketers admit their biggest challenge is standing out from their competition. CTV/OTT’s immersive and captivating nature sets it apart from other digital channels. This means that compelling creative is what will set you apart from your competition.

Among best practices for CTV/OTT creative during the holiday season, three standouts include:

  • Weave in the magic of the holidays during its limited time period
  • Make sure to include a clear Call to Action
  • Captivate your audience through storytelling

If marketers don’t know where to start with their creative, we recommend considering the question: “Why do audiences love my brand?”

To learn more about how to build a Performance Based CTV/OTT holiday campaign strategy and how to measure its success, reach out today to speak to one of our Digital Marketing Consultants, let’s explore how we can help supercharge your holiday sales. 

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Mastering Instagram: Proven Strategies for Brand Building Success

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Building your brand on Instagram can be a powerful way to connect with your audience, promote your products or services, and establish a strong online presence. Explore these 11 well-tested tactics for effectively cultivating your brand’s presence on Instagram.

Establishing Clear Goals and Profile Optimization

Defining Your Objectives and Profile Excellence

  • Start by defining your brand’s objectives on Instagram, such as increasing brand awareness, driving website traffic, or boosting sales.
  • Optimize your Instagram profile to effectively represent your brand, including using a recognizable profile picture (usually your logo) and crafting an engaging bio. Don’t forget to include a link to your website or landing page for easy navigation.

Crafting High-Quality Content and Consistency

Quality Content and Consistency

  • Create high-quality visuals that align with your brand’s aesthetic and values. Use high-resolution images and videos that resonate with your audience.
  • Maintain consistency in your posting schedule by developing a content calendar. Consistency is key to keeping your brand visible in your followers’ feeds.

Engagement, Collaboration, and Analytics

Audience Engagement, Collaboration, and Data-Driven Decisions

  • Foster engagement with your audience by actively responding to comments and messages. Building a community and trust around your brand is essential.
  • Explore collaboration opportunities with influencers or businesses in your niche to amplify your reach and credibility.
  • Leverage Instagram Insights to monitor post performance, adapt your strategy based on insights, and make data-driven decisions for your brand’s growth.

Remember that building a brand on Instagram takes time and dedication. Stay authentic to your brand’s values and personality throughout your Instagram journey. As you consistently implement these strategies and adapt them to your specific goals and audience, you’ll be well on your way to successfully building your brand on Instagram.

Alpha Media can help you with a strategy to build your brand. Reach out today to speak to one of our Digital Consultants, let’s explore how we can help grow your brand. 

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How to Write a Marketing Email

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Email marketing remains a powerful tool for businesses to engage with their audience, drive conversions, and build lasting relationships. However, in a crowded inbox, it’s crucial to stand out and compel recipients to open, read, and act on your emails. Crafting compelling email copy is the key to achieving these goals. In this blog post, we’ll explore ten essential tips to help you write marketing emails that resonate with your audience and drive results.

  1. Know Your Audience

The foundation of any successful marketing campaign is a deep understanding of your target audience. Segment your list to send tailored messages to different groups. Consider demographics, preferences, and past interactions to create content that resonates with each segment.

  1. Craft a Captivating Subject Line

Your subject line is the first thing recipients see, so make it count. It should be concise, intriguing, and relevant to the email’s content. Avoid using all caps or spammy language, as this can lead to your email ending up in the dreaded spam folder.

  1. Write a Clear and Compelling Headline

Once your email is opened, the headline is the next point of engagement. It should provide a clear and enticing overview of what the email contains. Use persuasive language that encourages readers to continue.

  1. Personalize Your Greetings

A personalized greeting can go a long way in making your subscribers feel valued. Address them by their name and consider using dynamic content to tailor the email’s body to their interests or past interactions.

  1. Keep it Concise and Scannable

People often skim through emails, so make your content easily scannable. Use short paragraphs, bullet points, and subheadings to break up text. Get to the point quickly and provide valuable information in a concise manner.

  1. Focus on Benefits, Not Features

When discussing your product or service, emphasize the benefits it provides to the recipient. Explain how it can solve their problems or enhance their lives. Avoid simply listing features.

  1. Create a Compelling Call to Action (CTA)

Every marketing email should have a clear and compelling CTA. Use action-oriented language that encourages recipients to take the desired step, whether it’s making a purchase, signing up for a webinar, or downloading an ebook.

  1. Add Social Proof

Including customer testimonials, reviews, or success stories can instill trust and credibility. People are more likely to take action when they see that others have had positive experiences with your brand.

  1. A/B Test Your Email

Don’t rely on guesswork to determine what works best. Conduct A/B tests on different elements of your emails, such as subject lines, CTAs, or images. This data-driven approach helps you refine your email copy over time.

  1. Proofread and Test

Nothing detracts from the professionalism of your email more than typos and broken links. Proofread your email carefully, and test it on various devices and email clients to ensure it displays correctly.

Crafting compelling email copy is an art that combines a deep understanding of your audience with persuasive writing techniques. By following these ten tips, you can create marketing emails that not only capture attention but also drive engagement and conversions. Remember that email marketing is an ongoing process of refinement, so continuously analyze your results and adjust your email copy accordingly. With practice and persistence, your email campaigns can become a potent tool for achieving your marketing goals.

Alpha Media can help you with your digital marketing strategy, including email campaigns. Reach out today to speak to one of our Digital Consultants, let’s explore what we can do for your brand. 

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Retailers are Using Data in Their Marketing

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Retailers are increasingly recognizing the value of data as a strategic asset in their marketing efforts. By harnessing the power of customer data, retailers can gain valuable insights into consumer behavior, preferences, and purchasing patterns.

Here are some ways retailers are monetizing data for their marketing:

Personalized Marketing Campaigns:

Companies utilize customer data to create highly targeted and personalized marketing campaigns. By analyzing customer demographics, purchase history, and browsing behavior, these businesses can deliver tailored messages and offers to specific segments of their customer base. This level of personalization enhances customer engagement, increases conversion rates, and fosters brand loyalty.

Cross-Selling and Upselling Opportunities:

Data enables businesses to identify cross-selling and upselling opportunities. By analyzing purchase patterns and customer preferences, companies can recommend complementary products or suggest higher-priced alternatives to customers. This data-driven approach helps maximize the value of each transaction and boosts revenue.

Loyalty Programs and Customer Retention:

Data-driven loyalty programs are an effective way for businesses to monetize customer data. By capturing and analyzing data from loyalty program members, companies gain insights into individual customer preferences, purchase frequency, and average spend. This data allows businesses to create personalized offers, rewards, and incentives that encourage repeat purchases and foster long-term customer loyalty.

Targeted Advertising and Partnerships:

Businesses can leverage customer data to inform their targeted advertising strategies. By understanding the interests, behaviors, and preferences of their customers, companies can create more effective and efficient advertising campaigns. Furthermore, businesses can collaborate with complementary brands or advertisers to monetize their customer data through targeted partnerships, sponsorships, or co-branded promotions.

Customer Segmentation and New Market Opportunities:

Through data analysis, businesses can segment their customer base into distinct groups based on various attributes such as demographics, purchasing behavior, and psychographics. This segmentation allows organizations to identify untapped market opportunities, develop targeted marketing strategies for each segment, and tailor product offerings to meet specific customer needs. By expanding their reach to new markets, companies can unlock new revenue streams.

Product Development and Inventory Optimization:

Data insights can guide businesses in product development and inventory optimization efforts. By analyzing customer feedback, purchase patterns, and market trends, companies can identify product gaps, optimize their product mix, and introduce new offerings that align with customer preferences. This data-driven approach minimizes inventory costs and ensures that businesses offer products that resonate with their target audience.

Strategic Partnerships and Data Licensing:

Companies can explore strategic partnerships and data licensing agreements to monetize their customer data. By anonymizing and aggregating customer data, organizations can provide valuable insights to third-party companies, such as market research firms or advertising agencies. Data licensing agreements allow businesses to generate additional revenue streams while maintaining data privacy and compliance.

It’s important for retailers to prioritize data privacy and security while monetizing customer data. By being transparent about data collection practices, obtaining appropriate consent, and complying with relevant data protection regulations, retailers can maintain consumer trust and ensure ethical data usage in their marketing strategies.

At AlphaDigital, we take data privacy and security seriously. Let’s chat about your marketing goals and how we can help you achieve them.

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Healthcare Marketing Trends in 2023

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In 2023, healthcare marketing is set to experience significant trends influenced by advancements in technology, shifts in consumer behavior, and changes in the healthcare industry.

Read on to discover the most significant healthcare marketing trends for 2023

  1. Healthcare marketers are now prioritizing personalized marketing strategies to connect with patients on a more individual level. This involves customizing content, recommendations, and experiences according to patient preferences, needs, and demographics.
  2. The importance of digital marketing in healthcare is increasing. Online platforms, social media, search engine optimization (SEO), and targeted digital advertising are becoming more prevalent. Healthcare organizations are investing more in digital marketing to reach larger audiences, promote services, and engage with patients.
  3. Collaborating with healthcare influencers and patient advocates has become a powerful marketing strategy. These influencers, who may be healthcare professionals, patient advocates, or celebrities, can help raise awareness, share personal stories, and endorse healthcare products or services to their followers. This approach combines influencer marketing with patient advocacy for maximum impact.
  4. The rise of telehealth and virtual care services has led to a demand for targeted marketing efforts. Healthcare providers are promoting the convenience, accessibility, and quality of virtual care to attract patients. Marketing efforts can include showcasing the benefits of telehealth, sharing user experiences, and educating patients about the virtual care services available to them.
  5. By creating valuable content and positioning their organizations as thought leaders, healthcare marketers will maintain patients’ trust and credibility in 2023. This can be done through various forms of content marketing, including blogs, videos, podcasts, and educational resources.

What is AlphaMed?

The first Direct to patient audience targeting capability for the Medical Industry. AlphaMED proudly offers highly targeted medical campaigns using proprietary and anonymized claims based data to develop custom audiences specifically for the Healthcare industry. Collaborate with us in identifying your audience of patients by building out criteria around detailed segments. Such as symptoms, diagnosis, medications and procedures to match up your advertising with those individuals who most need your help.

Additional trends to keep in mind for 2023

  1. Data-Driven Marketing: Healthcare organizations are leveraging data analytics and artificial intelligence (AI) to gain insights into patient behaviors, preferences, and trends. This data-driven approach enables targeted marketing campaigns, personalized communications, and optimized patient experiences.
  2. Emphasis on Patient Experience: Delivering exceptional patient experiences will remain a top priority for healthcare marketers. This involves understanding patient needs, providing seamless interactions across various touchpoints, and focusing on patient satisfaction. Marketers may utilize patient feedback, surveys, and testimonials to improve service quality and develop effective marketing strategies.
  3. Health and Wellness Education: Educating consumers about health and wellness will continue to be a prevalent trend. Healthcare marketers are developing educational content to promote preventive care, healthy lifestyles, and disease management. By providing valuable information, healthcare organizations can position themselves as trusted sources of knowledge and establish long-term relationships with patients.
  4. Consumers are more interested in supporting healthcare organizations that show social responsibility nowadays. To create a positive brand image and connect with patients, cause marketing initiatives like supporting community health programs, charitable partnerships, and environmental sustainability can be effective.
  5. The healthcare industry is adopting video and visual content more frequently for marketing purposes. This approach can simplify complex medical information, share patient experiences, and connect with audiences. As a result, video marketing, live streaming, and interactive visuals are expected to have a significant impact on healthcare marketing.

It’s worth mentioning that these trends may change over time as the healthcare industry and patient preferences develop. Effective healthcare marketers will adjust to these trends while also keeping a close watch on new technologies and evolving patient demands.

Our AlphaDigital consultants can help you with your marketing goals

AlphaDigital can help you personalize your marketing strategies and talk to your exact audience using our sophisticated AlphaMed targeting technology. You can now reach your high value healthcare patient audiences with industry-leading HIPAA compliant data. Contact us today to speak to an AlphaDigital consultant and find out how we can help you talk to your audience.

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Lead Generation Campaigns

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How to set up a lead generation campaign for success. 

The best digital media for lead gen depends on your target audience and your business goals. However, knowing how to effectively market with lead generation as a goal requires smart strategy.

Popular and effective digital media channels for lead generation include:

  • Social media: Social media platforms like Facebook, Twitter, and LinkedIn are a great way to connect with potential customers and generate leads. You can use social media to share content that is relevant to your target audience, run lead-generation ads, and participate in online communities.
  • Email marketing: Email marketing is a tried-and-true method for generating leads. You can use email to send out newsletters, promotional offers, and other content that is designed to convert readers into customers.
  • Content marketing: Content marketing is the process of creating and sharing valuable content to attract and retain a target audience. This content can be in the form of blog posts, articles, infographics, videos, or podcasts. When done correctly, content marketing can be a very effective way to generate leads.
  • Search engine optimization (SEO): SEO is the process of optimizing your website so that it appears higher in search engine results pages (SERPs). When your website ranks higher in SERPs, it is more likely to be seen by potential customers, which can lead to an increase in leads.
  • Pay-per-click (PPC) advertising: PPC advertising is a form of online advertising where you pay each time someone clicks on your ad. PPC ads can be displayed on search engines, social media platforms, and other websites. PPC advertising can be a very effective way to generate leads, but it is important to set a budget and track your results so that you are not wasting money.

The best digital media for lead generation will vary depending on your specific business and target audience. However, the channels listed above are a good place to start.

Here are some additional tips for generating leads with digital media:

  • Create high-quality content: The content you create should be informative, engaging, and relevant to your target audience.
  • Use targeted keywords: When you are creating content, use keywords that your target audience is likely to search for.
  • Promote your content: Once you have created high-quality content, promote it through your social media channels, email list, and other marketing channels.
  • Track your results: It is important to track your results so that you can see what is working and what is not. This will help you to optimize your lead generation efforts.

AlphaDigital consultants will guide your strategy with your audience and goals at the forefront. Reach out today to chat with one of our digital consultants.

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Creative Advertising Trends in 2023

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The advertising industry is constantly evolving, and creative advertising is no exception. In order to stand out from the competition and capture the attention of consumers, brands are increasingly using innovative and engaging ad formats. Here are some of the top creative advertising trends to watch in 2023:

  • Personalized ads. Consumers are bombarded with ads all day long, so it’s more important than ever for brands to create ads that are relevant to their target audience. Personalized ads can be more effective at capturing attention and driving engagement, as they speak directly to the interests and needs of the viewer.
  • Interactive ads. Interactive ads allow consumers to engage with the ad in a more meaningful way, which can lead to a deeper connection with the brand. For example, interactive ads can be used to play games, answer questions, or even create content.
  • Emotional ads. Emotional ads are more likely to stick with consumers and make a lasting impression. By tapping into emotions such as joy, sadness, anger, or fear, brands can create ads that are more memorable and persuasive.
  • Humorous ads. Humor is a great way to break through the clutter and get consumers’ attention. When done right, humorous ads can be both entertaining and effective at promoting a brand.
  • Authenticity. Consumers are increasingly looking for brands that are authentic and relatable. This means that brands need to be careful not to come across as too salesy or inauthentic in their advertising. Instead, they should focus on creating ads that are honest and genuine.

These are just a few of the top creative advertising trends to watch in 2023. By staying ahead of the curve and incorporating these trends into their advertising campaigns, brands can ensure that their ads are more effective and engaging than ever before.

Here are some additional tips for creating creative advertising:

  • Use storytelling. People love stories, so using storytelling in your advertising can be a great way to connect with consumers on an emotional level.
  • Be visually appealing. People are more likely to pay attention to visually appealing ads. Use high-quality images and videos to make your ads stand out.
  • Be creative. Don’t hesitate to think outside the box when it comes to your advertising. Being creative is key to capturing attention. So, let your imagination run wild! 
  • Test and measure. Once you’ve created your ad, it’s important to test and measure its effectiveness. This will help you determine what’s working and what’s not, so you can make necessary adjustments.

By following these tips, you can create creative advertising that will help you reach your target audience and achieve your marketing goals. We would love to learn about your marketing goals and how we can help achieve those goals. Talking to audiences is what we do every day, all day, let us help you identify the best way to talk to your audiences. 

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Leveraging Psychology in Digital Marketing

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Want to learn how to leverage basic psychology in digital marketing campaigns? Are you looking for ways to improve your online marketing strategy? More than ever, marketers today can benefit from lessons learned in psychology. According to Merriam Webster, psychology seeks to understand the human mind and behavior. 

Marketers are constantly seeking to engage with their audience and drive actions that help their audience move rapidly through their “funnel”. They do this by constantly analyzing behaviors and working to get into the mind of their target audience. Clearly, there is a strong intersection between modern marketing and psychology. The benefits of incorporating consumer psychology into your marketing is twofold: you assist your audience in their journey to achieve their objective and as a marketer, benefit from facilitating more successful conversions.

Cloud IQ and Marketo put together some marketing psychology tips in the attached infographic that can help you “persuade” your audience.

 

They break things down as follows: 

  • Persuasion architecture – design the customer journey in such a way as to convince and persuade a buyer to convert. If you want someone to do something, you must make it as easy as possible.
  • Emotion driven behavior – while buyer education about your products or services is important, marketers must focus on engaging consumer emotions. There are a variety of ways this can be done—through the use of images, storytelling, persuasive subject lines, and compelling copy.
  • Social proof – people are more likely to find actions appropriate when others are doing them.
  • Scarcity and loss aversion  – when people are faced with either limited availability, or a limited opportunity to get the best deal, they are more likely to buy.
  • Reciprocity – the reciprocity principal states: you should make sure you are offering something of value in exchange for something, i.e. a subscription, a like or a follow, etc. 
  • Commitment and consistency – if you can get buyers to subscribe to your communications or participate in a reward program, they are more likely to eventually purchase from you.
  • Anchoring – When choosing between options, buyers use a base from which to start—this is the anchor. For example, the initial asking price for a retail item sets the value, making the sale value seems more appealing.

Also, the full eBook that gives an even deeper dive into “Leveraging Psychology in Digital Marketing” provides additional insight. 

Additional insights from the downloadable eBook:

  • The different types of consumer psychology principles 
  • How to incorporate those principles into your marketing programmes 
  • How consumer psychology principles can assist your customer in their journey 
  • How marketers benefit from facilitating successful conversations

Want to learn more ways to drive engagement or “persuade” your audience in your current digital marketing strategy? Reach out to schedule a call. We look forward to hearing from you!

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The ever decreasing span of… Squirrel!… I mean of humans

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From 2010-2015, the average human attention span has shrunk by a third from 12 seconds to 8.25 seconds!

Focus, easier said than done!

Do you find yourself working on a multitude of projects at the same time and then in the middle, just kind of slump into your chair and scroll for a bit? Have you lost your focus?

You may think that having a ton of tabs open is multitasking but, in truth, it’s not. In fact, we don’t have the ability to multitask, we are focusing on one task at a time briefly. And guess what? That focus time is shrinking! Additionally, we humans, are easily distracted. 

Our friends at Wyzowl have created a cool infographic on the shrinking of the human attention span.

Why does this mean for marketers?

Brands trying to grab the attention of their target audience must be purposeful when creating content. There are ways to hold the attention of your audience. 

  1. Make sure your messaging is clear.
  2. The user experience should be positive. When designing your website, make sure navigation is easy.
  3. Use video and rich media to engage the user.

Why is focus so important?

As content creators it’s more important than ever to work on that ever shrinking amount of time we have to catch our fans before they go off and chase that squirrel. When we create content we need to focus on what makes content engaging. 

  1. The Hook? What did you write or did you shoot that would grab the attention of your listener?
  2. Is it Unique? Does it bring a different perspective to a topic? Can you give your take on a local occurrence?
  3. Is it Valuable? Does the content allow the listener to think and engage? Does the content teach them something? Does the content make your listener want to share the new info?

If we have a great hook, with content that’s unique and can provide value to your audience, then you have captured the user’s attention, even if it’s for that 8.25 seconds. 

Let’s talk about how Alpha Media can help you build a marketing strategy that will encourage engagement. Contact us for a no cost site and media needs evaluation. We pride ourselves in that we work with our clients to identu=ify their goals and put together a strategy to reach those goals. 

 

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The secrets of the Al-Gore-Rhythm

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As many of you know, the secrets of the al-gore-rhythm or the way social media filters and serves the fans, changes as trends change. Well, in 2021 the algorithm changed and recently, the folks at Facebook  recently released an explanation of the latest changes for 21-22.

 

Basically, Facebook News feed is out and is now just the “feed.” This feed shows stories that are meaningful and informative to you.

 

The algorithm filters stories based on three things.

 

Who:

These are sources that you interact with including friends, followers and businesses

 

Type:

This is the actual type of post. Videos or Photos. If you interact with videos more, you will see more videos and the same goes with photos.

 

Interactions:

Priority is given to posts with the most engagement of whom you interact with. Then it trickles down from there. 

 

How does this apply to you as a creator of content? Well, when you post authentic and informative posts, Facebook wont throttle you. If you create truthful, meaningful posts, this too, helps. Create posts that your fan will engage with, interact with and you in-turn should interact with and engage with them too. Also, create content that builds a sense of community which means, getting your audience to interact with each other.

 

We can’t break or hack Al Gore’s rhythm but we can move with it. Let’s talk about this and other ways we can help you with your SEO, SEM and Social Media efforts. We would love the opportunity to do a website/media needs analysis and help you reach your 2022 marketing and lead gen goals. Contact us for a no cost analysis. 

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