Social media means more to the brand-consumer relationship than ever before – and there’s always opportunity to strengthen those customer connections.
Social media users are switching between seven social networking platforms, and they’re spending 95 minutes per day on average searching their socials.
Can you imagine the possibilities for reaching your ideal audience? We can.
Let’s get started with three ways you can sharpen up the rest of your 2023 on social media.
We get it. Change can be hard. Especially when that change means doing things like getting in front of a camera.
But keep this in mind: Your customers want to see you. And if getting in front of a camera makes you break into a sweat, remember you’ll be talking about what you know best: Your business. Unless you’re doing a live stream, you can hit “Record” as many times as you need before publishing.
David Ogilvy concluded his book Ogilvy On Advertising with 13 predictions.
Many of them were flat out misses (billboards are just as prevalent as ever, direct response is still effective and politicians lean on negative advertising even today).
Because for as creative as he was, he wasn’t Nostradamus reincarnated.
But, seeing as how this is January, we want to give you our 2023 advertising predictions, delivered by Stealth Creative Owner and President, Dan O’Saben.
(And if you prefer reading, keep scrolling.)
What a time to be alive.
You can give ChatGPT a prompt to write a blog post. Use Midjourney to create images. And then use Grammarly to edit the post itself.
Impressive, yes. Ethical? While still unresolved, we’re starting to see this issue play out in legal arenas.
Effective? Kind of. After all, AI isn’t creating anything new per se. It just scrapes content and images from the web and rearranges it.
All of this can seem great for a company with a limited budget. But if you ask someone to compare work produced by a person to that made by machine, that someone will probably gravitate towards the authentic, non-AI work.
AI is still pretty nascent. It lacks that quintessential human touch. More importantly, AI hasn’t perfected groundbreaking concepts, even with the best of prompts—yet.
Gone are the days when people tuned in at the same time to the same channel. Music playlists are generated by songs you’ve streamed and liked.
We live in a fractured environment, where we all consume media tailored to our tastes, with narrowcasting gaining hold on traditional broadcast.
So while traditional media isn’t going anywhere soon, that’s why we think there will be a bigger investment in OTT/CTV advertising in 2023.
Here’s another reason: There are no elections, which works against the amount companies typically spend on traditional media.
With an influx of budgets ready to be deployed in alternative formats, that means the need to identify and segment audiences with even greater precision becomes critical.
There seems to be a misconception that the average person has the attention span of a gnat.
That’s not always true—at least when it comes to content we care about. Who among us hasn’t spent more hours than we’d like to admit watching or listening to a true crime docuseries?
We’ve learned that when it comes to consequential content (like videos on an assisted living facility where a loved one may reside), long form still reigns supreme.
As a result, we see brands leaning into short form reels for teasers or to raise awareness and long form, in-depth content to educate when an important decision needs to be made.
That’s what we see happening next year. What do you think? Will our prediction be more accurate than Ogilvy’s? Do you have a different take?
We’d love to hear your thoughts. Drop us a comment or reach out to us. We predict we can help you crush your marketing goals.
Talking first-party data is now trendier than a Kardashian wearing vintage NASCAR apparel—and it’s becoming more important than ever for companies to recognize its value. This is largely because consumers are getting savvier when it comes to protecting their personal information.
First of all, what is first-party data?
First-party data is personal information that customers willingly provide, such as entering an email address to qualify for 10% off a first purchase. Or submitting their birthdate to get a discount or any other personally identifiable information. And anything you can offer in return to the customer will increase their willingness to share this valuable info.
You may have already been collecting this information for years. The question is: how you deploy this information to grow your business?
Not only must a good digital marketer be strategic with targeting, timing and messaging but they must be flexible and adaptable to whatever is going on in the world. And in the background, advertisers are continuing to grapple with the eventual demise of the third-party cookie.
This initially had online advertisers in a panic, since so many depend “crumb trails” that users leave behind when going from website to website for their targeting efforts.
With Google pushing the date of full third-party cookie depreciation back again and again, this news is starting to feel stale. But marketers still need to adapt, both to technical regulations and the increasing savviness of today’s consumer.
“Be mindful of the shoes your customers are walking in, and how you can help them.”
-Stefanie Grossman, CMO, Prezi
Moving towards this identity-based approach ideally means that advertisers will have a clearer picture of their customers, and customers will have more trust and develop a stronger connection with brands they interact with.
Some benefits of focusing on personal identity in your digital strategy:
When you know exactly who you are talking to, there is great opportunity to maximize ad content with dynamic creative, exclusive offers and other touchpoints.
Advertisers should feel inspired by this push to capture attention and give customers what they want, sooner. More intelligent marketing and stronger relationships between companies and consumers will be the result.
But how do I start building/using my database of first-party information?
Our advice is to look for ways to connect with your existing customer base in any way you can and give them something in return for sharing their information with you. Not only will you have better a chance of converting one-timers into repeat customers, but you will be able to constantly hone your target audience profiles. For example, if a customer just bought a new living room couch from you maybe you target them with an offer of a floor lamp or coffee table.
A strong digital partner can help you get the most out of your data.
Sure, there are still plenty of unknowns when it comes to effectively replacing the third-party cookie. Google, along with many other online marketing platforms, are doing what they can to get ahead of the change by developing tools that use data aggregation rather than individual tracking. (That is a topic for a different day.)
But no matter what is going on in the digital landscape at large, the key to success is ensuring your digital marketing team is paying attention and serving as a true partner—not just a vendor. That way, you can work together to focus on attracting and retaining customers, no matter what the ever-changing digital landscape has in store.
So, if you are ready to:
Contact our expert digital team at Stealth Creative, receive the individualized attention and dedication to understanding your needs that you deserve—and start seeing how the identity-based approach can help you get the results you’re looking for.
Money. Youth. Room for growth.
HENRYs (High Earners, Not Rich Yet) have all the traits financial advisors drool over except one: A willingness to have their investments managed by a professional.
How do we know? Research shows that while 25% of US households are HENRYs, only 30% of this group has a financial advisor.
HENRY’s skepticism can be difficult to overcome, but their wealth building potential is more than worth it.
At Stealth, we’ve helped financial advisors all over the country make headway with this type of highly-coveted client.
This is what we’ve learned about making HENRYs more receptive to your services.
What do pensions, 7%+ APY savings accounts and CDs with ROI better than inflation have in common?
They’re financial tools older generations enjoyed that are no longer available to HENRYs. For them, their reservations about so-called “traditional” investments are well deserved when they think about retiring or their big picture financial future.
Here’s how to climb their mountain of misgivings: Embrace it.
Make empathy part of your mission statement or value proposition. State definitively you are on their side, ready to help them overcome runaway inflation and the rising cost of just about everything so they can live their best life.
Your validation can go a long way in getting on their side.
For some investors, ROI trumps everything—even if it means investing in… less than wholesome companies.
That’s not the case with HENRYs. In fact, all things being equal, they’d prefer to put their money toward societal good.
of millennials are interested in socially responsible investing
of Gen X-ers believe investment funds should consider sustainability factors
of Gen-Zers believe companies should address social and environmental issues
Announcing your support of investing in companies with high ESG scores or authentic brands committed to doing good globally can add some soul to your professional persona.
When there’s a real market happening (e.g. circuit breakers in March 2020) or an event that might happen (e.g. news of a potential rate hike), people storm the internet in droves to communicate.
You should be there, joining the conversation.
Now, we know your content might need to be approved and that posting unfiltered, heat-of-the-moment commentary might be taken the wrong way.
What you should do is have pre-approved comments, statements or facts to use in reply to ongoing threads or conversations to help build your online persona.
You can also film something in advance and invite viewers or followers to call your office to schedule a 1:1 investing session.
The key here is to make interactions as two-sided, conversational and immediate as often as you can. Case in point: more than 50% of respondents to a recent Financial Planning survey said they would prefer to be texted reminders, as opposed to 35% who prefer to be emailed!
What should you be saying to HENRYs as part of your overall content strategy? Contact us and we can help.