Reinforce positive beliefs about your brand

As you head into a new month, take a moment to reflect on those accomplishments you made this month, and think about the messages your company is sending to your customers, and consumers in general.  

You know, by this time next year there will be a big switch at Google that affects your website, but this should only be of concern to you if what consumers think about your brand really matters.  It turns out, that Google will no longer process new data as normal.  

How will your marketing team determine what to say to consumers about your brand without data from Google?

One way of making sure your brand "matters" in the minds of consumers is to share with them how much you care, and why you even offer your products and services in the first place.  This might start with crafting the perfect email.  It may be helpful for you to know that 81% of small businesses rely on email marketing to find new customers.

As smartphones and other internet-connected devices have become more widespread, 31% of U.S. adults now report that they go online “almost constantly,” up from 21% in 2015.  – ANDREW PERRIN, MARCH 26, 2021

Target marketing messages with more confidence

Even though we receive all kinds of junk in our email inbox, including SPAM and Phishing scams, the real point of an email is  "a method of exchanging messages between people using electronic devices."  Using the strength of Google Analytics data (knowing what type of individuals are finding your business online), you can target marketing messages not only by a consumers device type (Android, Apple) along with interests they express through their online purchase activities, behaviors and more:

• Age
• Gender
• Language
• Location (City, State)
• Mobile Carrier
• Online Browsing Activities

Install Google Analytics 4 Property Code (GA4)  

None of this really matters if you don't have the New Google Analytics 4 Property Code (GA4) installed on your website.  You won't have the information you need to create email marketing messages that appeal to those new customers you want.  This new version was designed to adapt to a digital ecosystem that is more respectful of user privacy – cross-platform and cross-device.  The machine learning model can even anticipate the future actions that your visitors may take, and improve user engagement analysis.  This goes far beyond just knowing what "keywords" a visitor entered to find your website.

"Some 42% of adults with a college degree or more education go online almost constantly, compared with 23% of adults with a high school diploma or less education." – ANDREW PERRIN, MARCH 26, 2021

Create targeted marketing messages

When Oevae installs the new Google Analytics 4 Property code on your website – we can turn on enhanced measurement and customize reporting to measure visitor interactions with your website content, then use the data to create targeted marketing messages that speak to the concerns of the consumers you desire to have as new customers.  What makes this even better, you can share these same messages in your website content, promotions, brochures, conversations, and social media to build and reinforce positive beliefs about your brand in the minds of consumers.

If your website is already using the Google Analytics Universal Analytics (UA code) it will no longer process new data as normal beginning July 1, 2023. It's better to start preparing now by setting up and switching over to a Google Analytics 4 Property with Oevae.com

Related:
Animated Email Marketing Messages (blog)
Website vs Social Media and Why Build On Your Own Land. First. (podcast)

Make a brand difference.™

What is Demographically Correct Marketing?

Marketing by demographic is an effective way to reach the right audience for your product or service and create a targeted marketing campaign. Demographic marketing will include multiple forms of media like social media (Facebook, Twitter, TikTok, Google, etc.), text messaging (SMS), print, Linear TV, and perhaps the highest return on investment when mixed with OTT (Over-the-Top streaming media), CTV (Connected TV), or Radio.

Granular demographic data is paramount

Before we delve into the candy box of ideas, you should first understand and clearly define the specific demographic groups (ethnicity, gender, political beliefs, age, region, morals, etc.) to intend to address and essential for successful marketing efforts, because no message will appeal to everyone.  When you have a clear belief of who is most likely to find your brand appealing, only then should you start tailoring your marketing message, as well as your marketing medium.

Different demographic groups respond to different types of messages

Children, youths, tweens, teens, and seniors will respond differently to a TikTok (short-form video hosting allows users to watch, create, and share 15-second videos shot on cellphones) ad.  Primarily because many seniors do not strive for continuous "stimulation" like a teen which is key to brain development. Not to mention the language, slang, and desires are often completely different.  What the teen considers cool, the senior may see as a distraction.  In fact, a senior may not even access the TikTok app or even have a mobile phone, whereas the latter will have a TikTok t-shirt and the app on their Apple or Android home screen.  

For example, Google Trends shows that the search term "teen" is clearly more popular than "teenager" as a search term in the United States. 

Interest over time on Google Trends for teen, teenager - United States

Avoiding social and cultural stereotypes, and paying close attention to body language and idiomatic language quirks will help you prevent unwitting insults, missteps, and or mistranslations.

Choose prominent mediums for marketing messages

If you've clearly broken down your demographic and the message you want to distribute, the next step is knowing which media you need to use. I mentioned TikTok earlier, however, it's certainly not the medium of choice for everyone.

"Teens and young adults get most of their information online, so Internet advertising is a smart way to reach them. If you offer a product that appeals to an intellectual audience, you are more likely to reach them by sponsoring public radio than by advertising on a pop music station."

– Devra Gartenstein, AZ Central

Hootsuite reports that Facebook aka Meta has 2.82 billion daily active users, so understanding Facebook demographics is key to creating successful marketing messages.  Obviously, each of those active users is not worth spending your marketing budget most effectively, so it's extremely important that you purchase advertising through the types of media that your target market uses.

Send a clear message about your business with confidence

Using demographics to tailor your marketing messages has the advantage of understanding and appealing to your target customers, however like most things in life, it is not without its limitations. If you sell a product with a potentially broad appeal but limit your marketing message to attract a single demographic, you may alienate other potential customers.

Oevae has 20+ years of offering creative marketing services filled with satisfied clients. That's because Oevae can highlight the unique differences and qualities your brand brings to the market in ways that resonate with consumers' desires. Enhance your brand image, equip your staff, and launch your business with more efficiency and effectiveness.

Make a brand difference.™