Marketing tips and marketing trends for retirement communities, retirement homes and senior care. Marketing to Canadian boomers and seniors. [Comfort Life Marketing Academy, Lunch & Learn, November 2013, Presented by Agnes Stawicki]
9. Information overload
There are 2.69 billion web pages worldwide.
100 hours of video are uploaded to YouTube
every minute.
200 million active twitter users, 400 million tweets
sent daily.
Every 2 days we create as much information as
we did from dawn until 2003.
Sources: Eric, Schmidt, former Google CEO, Twitter, WorldWideWebSize.com,
10. High expectations
53% of consumers expect an immediate
response to a tweet within an hour. 72% if the
tweet is a complaint.
47% of consumers expect a web page to load in
2 seconds or less.
Consumer expectations have increased by 24%
over the past 15 years
Sources: Marketingland.com, tonyvidler.blogspot.com, Forbes.com
11. A marketer’s view
76% of marketers think there has been more
change in the past 2 years than the past 50.
Only 9% strongly agree with the statement “I
know our digital marketing is working”
Digital marketing strategies are in constant cycle
of trial and error.
Most marketers do not have formal digital
training. 85% learn it on the job.
Source: Adobe -Digital Distress: What keeps marketers up at night?
15. “
Focus on the core problem your
business solves & put out lots of content
& enthusiasm, & ideas about how to
solve that problem.
16. Storytelling
People love marketing that is more about
their needs than the brand’s needs.
Something they trust.
The right information at the right time.
Create something people want to consume.
Go where your audience is.
Answer questions.
17. Integrated campaigns
Repetition is the mother of branding.
The more consistent you are the more
recognizable you are.
Consistency creates a sense of stability and trust.
Consumers need to see, hear, read your
marketing message 7 times before they take
notice.
20. Who said it?
The way home feels
Making people’s lives better
UnRetire here
Live life your way
Creating communities of caring
A mature way of life
Taste the good life
24. @GramaBarb
“The older I get the more passionate I
get about life. Squidoo keeps the
passion alive!”
Twitter
Squidoo
Pinterest
Zazzle.com (online store)
Traveling-recipes.blogspot.ca
25. Why it is important
Customers expect you to be on social. They will look
for you and for a conversation.
Social networking is the #4 most popular mobile
activity
78% of sales are won by the company that responds
first.
Apps link multiple networks together to easily share:
Instagram + twitter + facebook + Tumblr + Flickr
CRM solutions are beginning to integrate social
activity
26. On the horizon
Twitter and Instagram advertising
Increased facebook ad targeting and new ad sizes
Sponsored posts
Facebook feed ads
Video ads
Remarketing
A change in how we use platforms (facebook down,
twitter up.. etc)
29. How do we stand out?
We see 250 to 20,000 marketing messages every
day.
There are more than 500 social media networks
People are busy
People only care about themselves
30. Less is more
Image centric content (instagram, pinterest)
Simplistic messaging
Easy to digest pieces of information (infographics)
Emotional engagement
37. The importance of the
mobile channel
In Canada, by 2014, there will be 14.8 million
smartphones activated
73% of Canadians use their mobile device daily
to access the Internet
By 2014, more people will connect to the Internet
via mobile devices than computers
38. Is it time to go mobile?
Google suggests that 40% of all web searches
are performed on a mobile device
Look at your data: analytics will provides you with
a breakdown of channels directing traffic to your
site
Type of device
Screen size
Operating system
41. App vs. Website
A mobile website works quite similarly to a
traditional website; it can display all your content
but is designed for a smaller screen.
A mobile app is downloaded from an app store.
It can either pull content from the Internet or be
used without connection. Apps should deliver on
a customized purpose.
42. Benefits of mobile sites
Immediacy: accessible without downloads
Compatibility: across all mobile devices
Time & cost: cheaper & quicker to develop than
an app
43. Benefits of mobile apps
Interactivity: when the user experience is required
for the app to work at its best (i.e. GPS)
Native functionality: when the mobile tools are
required (i.e. a camera)
No connection req’d: when the audience can
access the information without connection to the
Internet (i.e. notepad)
47. Mobile email
More emails are opened on mobile devices than
on desktop computers.
Apple devices are the most used for email.
The most popular activity on a mobile device is
using the Internet.
QR codes blend print with mobile marketing.
50. Why follow-up?
Only 2% of web traffic converts on the first visit.
Simple exposure to brands creates familiarity and builds
trust. People will click on google adwords if they
recognize you.
People will look at your website first before they do
anything else.
How much is a click worth?
Stay top of mind.
Quality vs. Quantity.
52. Where to remarket
Google text and display ad network
Facebook advertising (custom audience)
Marketing automation platforms
Custom web scripts
BEWARE: “Stop the creepy targeted ads”
54. Google releases
Panda (Feb 2011): Update targeting low quality
or thin sites.
Penguin (Apr 2013): Update targeting linking
schemes.
Hummingbird (Aug 2013): New algorithm with a
focus on answers and ‘conversational’ search.
Privacy of keyword data.
55. What do I do?
Focus on the user. What matters to them and how can
you help them?
Create great content and promote it
Improve your page performance (speed and bounce
rate)
Make sites device friendly
Integrate SEO, social and email together
57. #MktgAcademy
We are in an era of information overload. Every 2
days we create as much information as we did
from dawn until 2003.
Focus on customer experience and customer
service. Create content that answers questions.
Repetition is the mother of branding.
58. #MktgAcademy
The time for mobile is now. More emails are
opened on mobile devices than desktop
computers.
Only 2% of website traffic converts on the first visit.
Social signals tell Google how important this
information is. Social and SEO are intertwined.