Media News by Media Now Interactive, July 2024

Media News by Media Now Interactive, July 2024

Media News by Media Now Interactive, July 2024 

 

AMA Pittsburgh is delighted to partner with Media Now Interactive, a division of DotDash Meredith, to provide a special six series installment of Media News by Media Now, bringing you the latest information, trends, and events related to all things media and marketing.

 

 

 

Mastering Geo-Based Targeting for Maximum Impact
by Media Now Interactive

 

Elevate your media execution with geo-based targeting. Discover precision marketing techniques for impactful local advertising.

 

Ready to try something new in local advertising? We promise that “new” doesn’t mean spending more, but it could mean better performance. Geotargeting (geo-based targeting, also known as location-based advertising) leverages the power of GPS or RFID (Radio Frequency Identification) to create actual boundaries around specific locations, driving results where and when they matter most to you and your customers.

 

What is Geo-Based Targeting for Media Execution?

Geotargeting brings your message directly to your audience based on their locality and behavior. Imagine running a quick-service restaurant (QSR). With geo-based targeting, when your customers opt-in to location services from your QSR app, you can show targeted ads when they’re nearby, whetting their appetites and encouraging them to stop in. The same applies to a car repair shop targeting those within 10 miles looking for assistance. Geo-based targeting ensures your content is relevant and engaging, and sparks increased consumer interaction.

 

How Does Geo-Targeting Work?

Geo-targeting at its core works like the GPS in your car. It detects users’ locations and uses this information to deliver relevant content based on their whereabouts. This means your messaging aligns perfectly with the user’s mindset, making your offerings timely and pertinent.

83 %  of Marketers Find: 

campaigns are more successful when they use location data.

according to research from MarTech Series.

 

Two Types of Geo-Based Targeting

1. Location-Based

  • Narrow down your audience based on specific geographic areas, from entire countries to ZIP codes. This is ideal for businesses with physical locations aiming to drive foot traffic.

2. Localized Targeting

  • Customize content to match the preferences and needs of specific localities. Speak the language of your customers for a stronger connection, both literally and figuratively.

Is Geo-Targeting Effective?

Incorporating geo-targeting into your marketing strategy is a smart move. As of September 2023, 96% of Americans ages 18 to 29 own a smartphone. With such widespread usage, the potential audience reach is significant. Moreover,  83% of marketers find that using location data makes their campaigns more effective. 

 

Implementing Effective Geo-Based Media Execution Strategies

Using location data enhances marketing campaigns, for the simple reason that, if you know where potential customers are, it’s easier to show them the right promotions at the right time. By combining geo-based strategies with your ground game of local outreach, along with social and print efforts, you are making your brand an integral part of the community fabric.

For over 50 years, Media Now Interactive has prioritized personal connections by aligning messages with target audiences at the local level. True to this commitment, we take pride in having offices nationwide to ensure we maintain a true sense of community with our clients and consumers.

Want to learn more about Media Now Interactive? Get in touch with us here.

About Our Partner

Media Now Interactive (Media Now) pioneers accountable, omnichannel media strategies, leveraging over 55 years of industry expertise with forward-thinking innovation. Clients trust Media Now for first-party performance insights, modern solutions, meticulous planning, implementation, and reporting. Client needs always first, the business model doesn’t lock clients in, without hidden or extra fees—quite unique in the media planning and buying environment. Delivering adaptable strategies for the future, powered by flexible tech infrastructure and a dynamic, client-centric team, Media Now crafts experiences, builds relationships on earned trust, and drives real, measurable results.

How to Use Influencer Marketing in B2B

How to Use Influencer Marketing in B2B

By: The Motherhood, Inc. For more than a decade, The Motherhood has been creating meaningful opportunities to connect brands with key consumers through our network of smart, passionate and diverse influencers – in every niche, consumer segment and with a wide variety of editorial focus and expertise. Learn more at themotherhood.com.

Influencer marketing has often been thought of as a mere tactic in consumer marketing. More specifically, to sell consumer products, such as fashion and beauty, but this only scratches the surface. In fact, influencer marketing can be used for a variety of businesses with different end goals, from healthcare to financial services to pharmaceuticals – and that includes business to business (B2B). Let’s dive in.

Influencer marketing started in the early 2000s and in these early days, it was only blog posts, which later matured into what it is today with social media at the forefront and blogs still an important part of every social-first brand’s SEO strategy. Fast forward to today, and the influencer marketing industry is set to grow to approximately $24 billion by the end of the year. 

In a survey by Influencer Marketing Hub in its “State of Influencer Marketing” Report, nearly one third of respondents are running B2B campaigns. So how can you use it in your business?

Lean Into LinkedIn

LinkedIn is a natural extension of influencer marketing in a B2B approach, since career-minded professionals are already engaging here, and many share thought leadership. In 2021, the platform launched “Creator Mode” to bring more influencers into the platform, but just this year it was removed in an effort to make these tools more accessible to its entire user base. More and more creators are moving to LinkedIn to expand their audience base, such as Natalie Marshall aka “Corporate Natalie.” The TikTok and Instagram star has been posting more content on LinkedIn and is expanding partnerships with B2B brands. She did a typical work from home routine video and integrated Adobe’s Acrobat AI Assistant into the content. 

FinTech company Tipalti has also been leaning heavily into influencers on LinkedIn because its target audience is on the platform. According to this Ad Age article, they have influencers use various tools, including LinkedIn newsletter sponsorships, LinkedIn Live and LinkedIn Audio Events. One example of how they used influencers was to syndicate a research report it produced about the creator economy. 

Use Short Form Video 

Think TikTok is just for Gen Z? Think again! Brands like Adobe have tapped into TikTok to convey key product features. Short form videos like Instagram Reels, TikTok and YouTube Shorts can help humanize your brand and offer storytelling to help sell your product or service. Many of these services are often complex – particularly in the tech and software space – so having video can break it down in an easy to understand way. 

Square makes TikTok videos that share how small businesses use their equipment in a creative way. And SaaS company Breadcrumbs takes past presentations and splices them up into soundbytes in YouTube Shorts. YouTube Shorts is growing 135 percent year over year, and has more than 1.5 billion monthly users. And TikTok has 150 million active monthly users in the United States alone (and growing).

During the holiday season in 2023, Hootenanny Games – a games publisher based out of Nashville, Tennessee – selected The Motherhood to create a video-centric influencer campaign and Amazon Ads strategy to generate awareness and drive purchases of its games. Both Instagram and TikTok engagement rates exceeded industry average and influencer content drove 200,000 video views, with a click-through rate 3.5 times higher than industry average. Although marketing to consumers, Hootenanny also used this content in showcasing their brand to potential wholesalers and investors – both of whom have a pivotal role in the trajectory of their business.

Tap Into Franchisees

Many B2B companies have franchisees all across the U.S. and even the globe. These franchisees are part of the day to day business front lines, and can share a lot of insight that can be made into content for social media. 

Asking for brief videos from franchisees is a simple way to transform this into content you can use in your own marketing and to have influencers share. Kansas City-based City Wide Facility Solutions, which offers commercial cleaning and janitorial services, had a franchisee answer a question and posted the video to Instagram. Today’s social media does not have to be overly produced or polished – this video was taken with a cell phone and offered much insight into their business.

Influencer marketing is ripe for the B2B space and these thought-leaders can be tapped in many different ways across many channels. Plus, the content they develop can be shown to your existing customers and leads, integrated into your own social media, website, email marketing, sizzle videos and more. 

Media News by Media Now Interactive, June 2024

Media News by Media Now Interactive, June 2024

AMA Pittsburgh is delighted to partner with Media Now Interactive, a division of DotDash Meredith, to provide a special six series installment of Media News by Media Now, bringing you the latest information, trends, and events related to all things media and marketing.

Want to learn more about Media Now Interactive? Get in touch with us here.

 

Insulating Your Marketing Against the Political Election
by Media Now Interactive

This is going to be a record breaking year for political advertising. The tide is rolling in already. But what’s a brand to do if it wants to get its share of voice during a seemingly never-ending political cycle?

Media Now Interactive explores tactics and strategies for brands to stand-apart during the political cycle. There are channels brands can tap into now to stand apart before the inventory goes away, and alternative ways to make your brand stand out.

Media Strategy for Non-Political Advertising takes a look at key tactics for non-political advertisers with an eye to driving ROI ensuring your brand gets the attention it deserves

Tactics for Success Include:

  • Embracing OTT platforms
  • Diversifying across advertising channels
  • Crafting open architecture media strategies

 

And if you’re looking for more, download the free eBook Create Space for Your Brand During the 2024 Election Cycle here.

 

 

 

 

About Our Partner

Media Now Interactive (Media Now) pioneers accountable, omnichannel media strategies, leveraging over 55 years of industry expertise with forward-thinking innovation. Clients trust Media Now for first-party performance insights, modern solutions, meticulous planning, implementation, and reporting. Client needs always first, the business model doesn’t lock clients in, without hidden or extra fees—quite unique in the media planning and buying environment. Delivering adaptable strategies for the future, powered by flexible tech infrastructure and a dynamic, client-centric team, Media Now crafts experiences, builds relationships on earned trust, and drives real, measurable results.