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Millennials driving change in marketing, and it’s time everyone catches back up

(MARKETING NEWS) Spoiler alert: baby boomers aren’t using social media for marketing and are losing business.

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Millennial marketing media blitz

Millennials are in the driver’s seat these days redefining small and medium-sized business marketing strategy. Twelve years ago, a new generation came of age simultaneously with the internet. That generation has had access to the incredible technology of the new millennium, in addition to the symbiotic development of the two.

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Millennials’ quotidian technology expertise has resulted in a new business-marketing avenue.

Top of the list

Global communication has exploded in the last decade; with Facebook at the forefront, YouTube, Twitter, and Instagram have become the top social networking and media outlets in the world. By September 2016, all four websites were ranked in the top 15 internationally most-visited sites, with YouTube and Facebook second only to the information monolith Google.

Millennials have matured into executives with deciding and staying power, and they’re using the same digital platforms for work that they use in their daily personal lives.

Schooling their elders

Recent studies by Magisto show a stark contrast in marketing trends between millennials and baby boomers.

Spoiler alert: baby boomers aren’t using social media for marketing and are losing business.

Everything is available and immediately accessible online; it makes sense that digital and online media should be at the core of any marketing strategy. Millennials are spending on average 50 percent of their marketing budget on digital and mobile media, while baby boomers spend on average around 10 percent. An interesting shift given the mid-2000s that dominated baby boomers’ interest.

That number is so low because 53 percent of boomers don’t test the effectiveness of digital media. That lack of curiosity is to their detriment, because 2016 is the first year digital media advertising budgets surpassed other methods, according to eMarketer.

The rationale is in the numbers: a staggering 68 percent of millennials depend on social media advertising for brand awareness. And the technology-first generation is only growing.

If at first you don’t succeed

Last year, Newsweek wrote about “failing fast”, or the idea that you pick yourself up from your failures, digest the lesson learned, and pivot to become more effective.

It’s a tool that has been extremely popular in tech to create a culture of super fast startups. Steve Jobs is a popular barometer of failing fast for his willingness to continue creating and developing on top of his business failures within tech.

Millennials have embraced the trend, and are using digital media popularity to forecast brand success at a rate more than 3 times that of their boomer-aged colleagues. If the marketing isn’t instantly successful, millennials are flexible enough to create another media variation until something sticks.

One of the most effective media tools is digital video. Twice as many millennials are investing creative funds in variations of video advertisements, shorts that can be tested on digital platforms and easily swapped out for something that might yield more reception. And while millennials at smaller companies list cost as their main limitation for creating videos and digital media, baby boomers cite time. The learning curve grows steeper as technology changes exponentially.

The takeaway

Marketing is changing for the better. All the tools to create digital media are online, and so are all the customers. Millennials have completely commoditized the networking experience—and with billions of people accessing information every moment, these platforms become a veritable treasure trove of digital marketing. Now is the time to add your company’s digital voice.

#MarketingMoves

Becky Nathanson is a Staff Writer at The American Genius. She has a Master's degree in music from Indiana University and a Bachelor's degree in music and creative writing from the University of Michigan. In addition to writing, she has performed as an opera singer on major international stages. When she isn't making her voice heard by pen or in song, she is a serious amateur chef.

Real Estate Marketing

One company tricked people into swiping an Instagram ad – creative or unethical?

(MARKETING) An Instagram ad is pretty clever and tricked many people into swiping, but will it work for your brand?

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As ads become increasingly taboo, advertisers are forced to come up with sneakier, more obnoxious ways to trick people into viewing their content, especially as the cost for them to advertise rises. While plenty of advertising techniques fit the bill, a Chinese shoe company’s strategy might just take the cake for trickiest ad of all time.

The Instagram ad itself is innocuous enough at first glance: it features a picture of a sneaker with a discounted price, along with a “Shop Now” swipe-up prompt at the bottom of the ad. What makes it so friggin’ devious is an image of a hair laid on top of the whole image. The obvious intent here is to encourage the viewer to try to brush away the hair, thus inadvertently swiping up the Instagram ad and viewing its content.

Regardless of who you are or what you’ve been through in life, you have to admit that this is objectively hilarious.

The intent behind the ad is a bit confusing, though. One of the main points of advertising is to get people on your page – a goal that this ad technically meets – but the last type of person that you want on your page is a disgruntled, embarrassed, and most likely furious consumer who can’t believe that they got bamboozled. That kind of traffic doesn’t exactly lend itself to positive growth and customer satisfaction, which should be the end goal of premiere advertising.

Putting aside the inherent ridiculousness of this situation, there’s a lesson to be learned here: advertising, no matter how socially unappreciated it is, is still an art form, but modern proficiency in it is much less about duping your audience than it has been in the past.

Instead, successful ads are creating positive customer engagement and facilitating conversation – and a fake hair over a picture of discounted sneakers doesn’t really meet that goal.

If you’re looking for some resolution from this story, Instagram noted that the ad was taken down and the company in question was banned from advertising on Instagram in the future, which you can take as empirical proof that devious advertising is falling out of favor.

Then again, we just spent an entire piece giving the company free exposure, so who knows?

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Real Estate Marketing

Quokka: Retargeting ads for people who ignored your email

(MARKETING) A new startup named after our favorite animal amplifies your ad efforts even after being ignored. Sweet!

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Potential customers who ignore your emails just aren’t the obstacle that they used to be. If you’re tired of sending out countless emails and receiving nothing in response, Quokka’s ad retargeting service may be the solution for you.

Aside from having the objectively cutest animal of all time as their namesake, Quokka allows you to follow up with people who don’t respond to your initial emails. Instead of firing off an additional email, however, Quokka’s response is a bit subtler: it shows retargeting ads to the offending customer. This method gives your product or service a second chance without giving the customer the opportunity to bin your follow-up email sans a read.

Quokka also provides you with statistics regarding how many emails were sent out, how many were opened, and how many customers are available for retargeting based on those numbers. This information is provided on an email-by-email basis in their easy-to-use interface.

Once you’ve allowed a certain amount of time to pass, you can plug your mailing list into Quokka and select a platform on which you want to display the retargeting ads. Quokka will determine who on your mailing list didn’t open the email and then show them your ad on your selected platform (e.g., Facebook). While social media ads haven’t been faring particularly well as of late, we may see Quokka find its niche in other marketing venues.

As it sits, Quokka plugs into your Facebook, MailChimp, and Campaign Monitor services. Based on comments from the platform’s founder, Quokka’s future includes additional integration with existing marketing platforms. Ideally, Quokka will eventually be usable with the bulk of mailing services and marketing automation, but getting the app to that point will undoubtedly take some time.

2018 marketing practices already look like they’re going to have to evolve away from some of the pre-established paradigms, and Quokka appears to be one appropriate answer to the underlying “How?” question here. As customers become more suspicious of ads in their inboxes and ad-blocking software use continues to grow, services such as Quokka may be viable solutions for those hoping to reach the most stubborn demographic.

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Real Estate Marketing

Boatloads of webinars, resources to kickstart your 2018 sales goals

(MARKETING) RPR has unleashed a ton of resources to make sure 2018 is your best sales year yet – and you’ve already paid for it, so take advantage.

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Most professionals are setting sales goals for 2018, and are seeking the resources to help get them there. Realtors most certainly are with the changes in the market for more homes to sell, more millennials possibly ready to buy, and most certainly tax reform changes to the game.

Fortunately, if you’re feeling a lack of inspiration to determine how you’re going to reach those goals – Realtors Property Resource (RPR) is putting together a few webinars to help you work smarter and pick up a few new tricks.

While of course, the highlight of the trainings focus on the use of RPR mobile app, they should promise to offer important information. The 4 Part series “4 Steps to Real Estate Success with RPR Mobile” for example, focuses on capturing leads, better communicate information in a listing, capturing open house leads, and improving the buyer tour experience. That series begins on February 21st, and continues weekly for a month.

Realtors unfamiliar with RPR should know that the app is included in National Association of Realtors (NAR) dues, and if you don’t know about it, your first webinar should be focused on getting to know the app, and see how it can help support your business by locating information. That particular webinar can be found here.

Additional topics focus on things from perfect pricing, pre-listing checklist, reigning in buyers, and creating relocation packets – all things that can be done to help facilitate a smoother selling process and help get you more results easier.

This particularly packet of resources should be useful to both realtors who aren’t familiar with the RPR tools, but also maybe the user who hasn’t leveraged the resource quite to its full extent. Most webinars are offered at least 2-3 times, so there are plenty of opportunities to attend a session. RPR also has a number of other resources including articles, social media information, graphics, and handouts for member use. Of particular place for inspiration is the Realtor case studies, where app skeptics may see how the use of RPR can apply to their real world realtor-ing.

Ultimately, this is just one of many possible resources, but if you’re looking to try a few new things to kickstart your sales in 2018, and are looking for tools to help you reach more lofty goals, some free education (that you already paid for, NAR members!), this is a great head start.

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