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Understanding Messaging by Medium. Right Message, Right Medium, Right Time – ECT 09, Mike Hoyles

Understanding Messaging by Medium. Right Message, Right Medium, Right Time – ECT 09, Mike Hoyles


Messaging by medium, is another one of my
favourite topics, mostly because I see this done incorrectly all the time. In short – every channel is not a sales channel. All channels are not the same. It is poor practice to have an aggregator
like Hootsuite blast out the same two or three line message, advertising a product or a sale
on Twitter, and Instagram, and Facebook and others. It is lazy marketing. It is also ineffective marketing. The right message on the right medium at the
right time is everything. If you can nail that simple philosophy, you
will be incredibly successful in your business. The right message – knowing your audience,
the right medium – understanding your channels, at the right time – knowing where your customer
is in their journey, can make your marketing efforts a license to print money. Importantly, if all three of these are not
married together, it will not be as successful. If any two are in place but the third is missing,
it will not be as successful. Think of it as a triangle. Right message. Right medium. Right time. I have an example of not doing it right. I am a golf fan. After a major tournament I had gone onto a
popular sports site to see the final scores. An automotive company had display banners across the top – called a leaderboards, and
down both sides of the screen – referred to as skyscrapers. The ad stated that it was their annual clearance
event – their red tag sale – end of season sale, whatever. If I purchased a truck before the sale ends, which was tomorrow, then I’d get $15,000
off. The messaging of the advertisement was buy,
buy, buy. Buy now. Don’t miss this sale. Buy, buy, buy. Buy a $70,000 truck I’ve never searched
for or even seen before, in the next 24 hours no less, and I’ll save $15,000. On a display ad. On a golf page. On a sports website. I wasn’t in the market for their brand,
nor a truck, nor a vehicle at all, why am I seeing this ad? This is misusing the Google Display Network or the GDN, pushing “spray-and-pray” marketing,
hoping that if they flash in front of enough eyeballs, someone will click through to their
website and eventually make a purchase. The conversion rate on doing something like that is pathetic. 0.0001% Frankly speaking, more often than not, you’re
going to spend more money running a campaign like that, than what you will see back from
it in returns or from revenue. Companies who don’t know what they’re doing online call those “awareness campaigns”
and pay no heed to results or to ROI. They feel it puts their brand top of mind
and after enough exposure or the rule of 7, you’ll eventually either convert, or you’ll
remember their brand when the time does come for you to buy a new vehicle. The issue here is markets are saturated and
you can’t look anywhere without seeing some form of an advertisement. People are not going to remember your ad from
months ago and the only reason I remember this one is because of how poorly it was executed. It serves as a lesson in my teachings for
others of what not to do. This was a major automotive company, one of
the big 3, already a household name, already beating people over the head with relentless
television and radio ads, and now they’re vomiting all over the internet with display
ads with buy-messaging on the GDN medium. How to do that correctly with the exact same
budget and significantly increased relevance would be via pixel tracking and retargeting. You could even keep the same creative and
just change the messaging slightly. Had someone been on their website already,
checking out that very truck, then it’s perfectly fair for them to be followed over
to a sports page and promote the truck they were just looking at yesterday or a few days
ago. That is personalized and the only reason they
would be seeing it is because of their online behavior. Whereas I had not searched for any vehicles
recently, nor had I been on their website. So this was a native display ad just blasting
people, wasting money, hoping someone will click. Do not waste your precious marketing dollars that way. Utilize the right message on the right medium at the right time. Display ads should be as targeted as best they can be. Not spray and pray and then provide results
to an ignorant leadership team that will hoorah because the campaign got 100,000,000 impressions. How about online traction, clicks, shares,
referrals, engagements, conversations or dialog, conversions, revenue?? A world of other metrics that will have all
underwhelming numbers, but hey, 100,000,000 irrelevant and untrackable sets of eyeballs
saw that ad. Yay. You don’t have any idea if they were male,
female, young, old, affluent or not – it is all just approximated data and a campaign
like that costs a few hundred grand, easily. Similarly, social media should be as personalized
as you can make it. There is no excuse when it comes to social
media., as people volunteer information to a platform like Facebook the day they sign
up. The same information that Google has been trying to triangulate or otherwise get from
people for the past 20 years, people just hand it all over to Facebook on day one. I’m single, I’m married, I’m divorced,
I have 3 kids, I work this job, I went to that high school, I like these sports, this
music, I follow that person and I like this page. Facebook says THANKS! – and markets the
living hell out of us all day long. On the flip side, as marketers, it’s a gold mine of relevancy. If your product or service appeals to a specific
demographic or geography, you have it all right at your fingertips right down to the
ZIP code or the postal code. Target your efforts. Right message, right medium, right time. A quick story of doing it the right way, was
Sony Music. An Elvis re-release, an Elvis Presley re-release,
his greatest hits, etc some Elvis album. They geo-targeted, where? Graceland. They targeted an audience of 13,000 mega-fans. Fans enough to make the trip to Graceland. Within just the first week they had a 55%
conversion rate. 55%! Conversion rates are usually 3-5%, as it means
95-97% did not convert. Every channel is not a sales channel and your
messaging needs to vary depending on the platform that you are using. Facebook can be for, as we just covered, laser-focused
targeting. It can be events, it can be announcements. Instagram is very visual and can be experiential
photos of a product, a service, your happy people and visuals, in an automotive example
– show me the interior and the flashy touch screen. Twitter can be leveraged for one to one contact
and customer service. Every platform provides something unique;
you need to make sure you’re leveraging that. Do your homework on each platform and learn exactly how to properly message each audience
and do not waste your hard-earned dollars on underperforming marketing campaigns.

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