Market Research Archives | Brand Ranch Media

Marketing Trends in 2022

It’s that time of year again. The final three months of the year are marked with back-to-back-to-back holiday celebrations and most companies already have their holiday marketing plans set. Business owners and marketing professionals alike start setting up marketing initiatives and budgets for the new year. At the end of 2020, we made a few prophetic insights into marketing trends to expect during their 2021 campaigns. Now, we shuffle and flip our tarot cards of advertising and read into the marketing trends to look for in 2022.

Digital marketing automation will continue to evolve.

Google has slowly introduced automated ads into their search and display ad types. These responsive ads take different ad copy and creative input in the platform by the advertiser and use machine learning to show the best performing combinations of the ad assets available to users based on the individual’s preferences. Budget strategies have also become fully automated and are aimed to get the best results based on the goal of each campaign within specific budget parameters. Other digital ad platforms such as Microsoft Ads, Facebook, and LinkedIn utilize similar automation concepts. Expect to see marketing automation continue to improve with new features and better results allowing marketers to focus on other ad management aspects while the automated systems provide support in some of the ad optimization work.

Google’s search algorithms will continue to get smarter which will change website SEO.

In June 2021, Google released an algorithm update it calls, “MUM”. MUM has the ability to translate user searches into different languages as well as go beyond providing results that only answer the original search query. One practical use is utilizing search when in different countries. An English-speaking user on vacation in Italy might want to find fun places to visit in Rome. MUM will bring up local results and translate them from Italian into English so that the user receives localized web results rather than results from an English-language website. MUM can also serve web results that go beyond the initial search query. Using the same travel scenario, when the user is planning a trip, they usually have many questions such as air travel, where to stay, things to do, and how to get around. The MUM update seeks to show results that can answer all of these related questions through only one query. The bottom line for content creators is that keyword placement within content is going to become less and less relevant while focusing on providing well-rounded, quality, and informative content is going to be much more sustainable in the long run.

Image optimization is going to become more vital for SEO.

Image optimization has evolved. Not only do images need to have a descriptive file name and a descriptive alt img tag, they also should be uploaded to websites using proper image formatting and file sizes. Without proper image formatting, websites can load much more slowly which can cause ranking issues. Some companies may have to go back and reformat their website images in order to keep SEO compliant. It might be an expensive process but well worth it considering the amount of business you may lose because of a slow-loading website and a drop in search engine rankings.

Core Web Vitals will find a happy medium.

Launched this past Summer, though announced in 2020, Google provided ample time for website owners to prepare for their Core Web Vitals update. The update added some additional ranking factors to the search algorithm regarding website performance related to site speed in three categories: loading, interactivity, and visual stability. Google also provided a tool to indicate and troubleshoot Core Web Vitals issues through its Chrome Browser called, “Lighthouse”. Our experience working with optimizing for Core Web Vitals and utilizing Lighthouse has shown that the ranking signal is evolving and will likely continue to do so until Google finds a happy medium on just how much ranks will be affected.

Small and medium-sized businesses will invest more into First-Party Data collection and usage.

This one is not only a prediction but also a suggestion. With the almost near extinction of 3^rd party cookie tracking, it is going to be much more difficult (if not nearly impossible) to retarget website visitors in digital marketing campaigns. Facebook’s ads platform is even saying don’t bother with trying to retarget, and if you do, don’t expect to gather very accurate results data (but more on that next). Instead, focusing on collecting first-party data from users is the best method for targeting audiences specifically interested in the services a business provides. The easiest way to start a first-party marketing list is to download and format your customer list so that you can upload to various marketing platforms. There are many different target audiences you can create using this list. If you haven’t already worked this strategy into your marketing plans, do so now.

Facebook ads tracking will get better in a world without third-party cookies.

With the rollouts of iOS14.5 and iOS15 this year, Apple has officially changed the digital advertising game revolving around 3^rd party cookie tracking. With this type of cookie tracking eliminated on iOS devices (or rather, the ability to opt out of this method of tracking), Facebook has been racing to figure out alternative tracking methods to keep their revenue stream, Facebook Ads, relevant and effective. Working within Facebook’s Marketing Expert program, we gain first-hand, direct access to the newest updates within Facebooks ad platform. Thus far, Facebook has done a good job adapting to a cookie-less world and they will continue to improve upon their systems moving forward.

Advertising spend on connected TV will increase.

The 2020 pandemic helped cause a shift in consumer behavior. One of those shifts was viewership of ad supported YouTube video content. Stuck at home, many viewers switched from the smaller phone and tablet versions and started to watch videos on connected TVs. More than half of all YouTube viewers now watch YouTube on TV screens. The cost of advertising on YouTube is much cheaper than cable or broadcast TV and you can still reach a massive audience with better targeting capabilities. Advertising on connected TV is a great marketing strategy that businesses should not ignore.

Email marketing strategy will need to evolve.

Changes in cookie-based tracking has also brought upon changes in the way that email platforms will allow reporting data. Email providers will no longer allow for email marketing platforms to utilize custom tracking code to record click data that occurs within the email itself. Marketers will have to become more creative in bringing users to their website through emails in order to record activity data. Expect marketing emails to be a little more vague while they try to lure you to learn more on their website.

As a full-service marketing agency, Brand Ranch Media develops and manages diverse marketing strategies that can propel your business into solid year-over-year revenue growth. Our experienced marketing experts bring diverse skillsets and understand all components of successful marketing campaigns. There is always time to adjust your marketing goals and that’s where we come in! Call us at 713-309-6380 or contact us to discuss!

Marketing Trends in 2021

It’s December 2020 – finally! We are less than a month away before we wave goodbye to this rollercoaster year. While we “deck the halls” and “keep our spirits bright,” we eagerly await 2021 and hope for somewhat of a return to normalcy in the new year. Digital Marketing Agencies, as a whole, actually fared well in the uncertain economy. The Facebook Ad Boycott in June had little effect on Facebook’s bottom line. Overall spending on search advertising didn’t take the hit that was forecasted as retailers turned to more online marketing strategies to make up for lost in-store revenue. Looking through our shades at the hopefully brighter future ahead, we have identified some marketing trends in 2021 that brands and advertisers can expect as we transition into a new calendar year.

No more 3^rd party cookie targeting.

Utilizing 3^rd party advertising cookies to track user behavior on websites throughout the internet is a practice this is slowly being burned to a crisp and tossed down the disposal. Search engines and device makers have already eliminated or banned 3^rd party cookie tracking or have plans to do so in 2021. Brands that are not properly prepared for this will have a gap in their digital ad audience targeting. It will be important to start implementing data collection tools and methods in order to serve ads to the most engaged users who are likely to convert into a sale.

Google Analytics has a new face.

The future of analytics is now and in the form of Google Analytics 4. GA4 utilizes an event-based tracking method that features AI learning designed to help advertisers make smarter marketing decisions based on specific actions users take when visiting a website. Though not quite 100% fully developed, it’s best to set up and configure a GA4 analytics property along with the global site tag property and configure custom conversion tracking. As 2021 rolls along, we can expect to see more features added to GA4 to make it the analytics powerhouse that it’s promised to become.

Companies will continue to improve their customer’s digital buying experience.

As shoppers were locked out of retail stores in 2020, brands shifted their dollars and strategies towards improving the customer’s online buying experience much sooner than previously forecasted. Improvements to the mobile buying experience were a large focus as well as virtual customer services. It is unknown how long it will take for retail shoppers to feel comfortable in a traditional shopping environment, however we could eventually learn that more and more shoppers actually prefer a digital shopping experience. Amazon is now where more that half of consumers begin their search for products surpassing search engines, retailer websites, and brand websites.

Search Ad spending will continue to increase.

Despite forecasters’ predictions for 2020 search ad spend, the reality is that rather than taking huge losses now and in the foreseeable future, search ad spend will be on par with the original 2021 predictions and actually surpass forecasted estimates in 2022 and beyond. This comes as large retail brands shifted their marketing efforts to enhanced digital strategies during the lockdown caused by the Coronavirus pandemic.

SEO will continue to stay relevant.

Google continues to make core adjustments to their search algorithm and announced in May that the next update was going to focus on page load speed and mobile-friendliness. SEOs will need to adapt to these new guidelines in order to maintain site rankings and competitiveness in the organic search environment. Google tools, such as Lighthouse and Page Speed Insights, will assist in identifying site speed issues. It will be up to the SEOs to make the proper site adjustments. Mobile web experience adjustments will also be worth the investment. Websites will refine their mobile versions to enhance user experience and more sites will invest in development of AMP encoded mobile site versions designed to load faster on mobile platforms. All of these proactive measures will positively contribute to site ranking.

Ad revenues will increase for streaming devices and apps.

As more households cancel their cable services and switch to one of the many streaming options, more ad dollars will be spent trying to target these customers. Devices such as Smart TVs and Chromecast show video advertisements on free streaming apps that provide viewers with television shows and movies. One YouTube ad option (managed through the Google Ads platform) is to target Smart TV screens as well as streaming apps downloaded to those devices. Expect this feature to continue to gain momentum as it provides advertisers a streamlined option to publish video ads without directly going through paid media reps.

Facebook Ads will be limited.

Starting in February of 2021, Facebook will start to limit the number of ads that a page can concurrently run. According to Facebook, “running too many ads at once can hurt performance.” SMBs (small and medium sized businesses) are not likely to see their ad account affected by the limitations, however larger businesses that utilize widespread regional advertising will find themselves having to identify and focus on the most successful types of ads for their business goals.

TikTok Advertising spend will increase.

The newest social media platform has taken the US by storm after already leading Asian countries such as China and India in total downloads and daily users. TikTok has not only attracted the younger generation – it has become popular with those between the ages of 30-50 which opens opportunities for more advertisers to join in on the craze and reach consumers through another medium. TikTok should be included in any brand’s marketing plan in 2021.

Podcasts and Music Streaming Ad revenue will increase.

More people are working from home and companies are offering this option as part of an employment perk. As more people ditch their long commutes to work, they are turning away from traditional radio broadcasts and switching to Podcast programming and streamed music apps. There is a big market for advertising on these platforms as most users opt for free streaming versions that are ad supported.

Digital Marketing Expected to Increase in 2020

There has been a lot of uncertainty surrounding consumer shopping behaviors in the US since the Coronavirus pandemic began to take its toll non-essential businesses that closed in an effort to curb the spread of the virus. Those that were forced to close their brick and mortar locations had to adapt in order to stay afloat. Other businesses were not as lucky and were forced to close permanently. Many were forced to cut costs, especially in their marketing efforts, which caused a bit of a panic for advertising professionals. Marketing research performed over the past few months has not only shown increases in digital shopping behavior, but media buys are expected to increase as well.

One study from eMarketer claims that a large shift has occurred in the world of ecommerce, especially with people over the age of 45. Even as stores begin to slowly reopen, shoppers from the older demographic continue to increasingly purchase products online. A logical reason behind this trend is that even though the virus does not age discriminate, health officials are reporting more severe symptoms in the older population. This is likely why those ages 45 and older might choose to play it safe and do their shopping from the safety of their own homes. The study also shows that a large percentage of people of all ages are likely to continue shopping online rather than in stores.

These statistics should open the door for more digital marketing tactics moving forward. Targeting specific demographic audiences via their interests and behavior is a tactic long used by digital marketers. With this new data on consumer behavior, media buyers should look at this as an opportunity to capitalize on these trends, especially with age demographics as a strong indicator. However, there is still a big concern among media buyers that digital ad spending is not increasing as rapidly as these studies indicate. Another study shows that almost 80% of respondents do not think that digital ad spending will start to pick up until the end of Q3. Perhaps this is a very pessimistic viewpoint. As stated in our previous article, “Houston Sees Uptick Trends in Home Services Despite COVID-19”, we are seeing many clients actually increasing digital ad spend with exponentially better performance than in the first few months of business closures due to the pandemic.

Every industry is different, and each client is unique, so it is important to advise clients on practical media spending based on what makes the most sense for their unique situation and business goals. Business aside, we are all human and hope that we can soon put this pandemic behind us.

We love helping our clients grow while offering sound advice. To discuss your business goals, please call us at 713-309-6380 or contact us.

Sources: https://www.emarketer.com/content/expect-7-4-million-new-digital-buyers-2020-pandemic-alters-behaviors?ecid=NL1001

https://www.businessinsider.com/media-buyers-dont-expect-ad-spend-return-normal-in-2020-2020-6?IR=T

Digital Media Trends in 2019

Well folks, 2019 is slowly winding down and we saw some interesting trends unfold in the world of digital media. Digital ads spending reached an important milestone, social media users shifted the way they view content, and video ad spend continued to favor specific device types. So, let’s dive right in and break down what really happened!

Digital Ads for the Win!

This year marked the first time when digital ad spends surpassed traditional ad spending in the US with an estimated 54.2% of total spending going towards digital. Though revenues continued to grow for digital monsters Google and Facebook, 2019 is the first time digital spends decreased for both. Taking a leap in digital spend was Amazon which was estimated to grow more than 50% this past year in the US market. In traditional ad spend, the biggest two losers were directories (like Yellow Pages) with a 19% decline and print (including newspapers and magazines) with a 17.8% decline in spend.

Social Network Device Preference

Another trend we saw in 2019 was the device type that social media users accessed their accounts which continued to shift towards mobile devices and away form desktops and laptops. This shift comes as social platforms continued to develop more mobile-friendly features to their apps and as more users tended to use desktops/laptops for school or work purposes. With this trending throughout the years, it’s easy to see why Facebook advertisers spend 94% of their ad budgets on mobile.

Video Ads Making Moves

In 2019, 45.6% of all digital video ads will be placed on mobile devices. This increasing trend continued from past years as advertisers are trying to capitalize on the shift towards mobile usage. Advertisers in the US were expected to spend two-thirds of their digital budgets on mobile ad placements. However, video ads are still the only format where more marketing dollars are spent on channels other than mobile. This is partly due to the OTT ad spend on streaming services such as Hulu and other connected TV sources.

I hope we haven’t weighed you down with too many statistical insights, but it is important for businesses and advertisers to know emerging trends in order to best utilize marketing budgets. Stay tuned for part two of this article when we discuss some forecasts in digital media for 2020!

If you or someone you know would like to discuss your digital ad strategy, please feel free to contact us or call us at 713-309-6380.

Source: eMarketer

Dr. Hotze’s Wellness Revolution Is Now Available on Podcast

The Other Revolution

Podcasts are becoming undeniably more popular, especially as we move into a mobile world.

Year-over-year growth rates for podcast listening have steadily risen 10% to 20%, and two-thirds of podcasts are listened to on a mobile device or tablet.

That’s why Dr. Hotze’s Wellness Revolution is moving exclusively to video and audio podcast form and will be available on all podcast platforms, including iTunes, Google Play and YouTube. Dr. Hotze will continue to provide a paradigm shift in the way we look at modern medicine and gives listeners hope to get to the root cause of their symptoms, naturally, but it won’t be from the radio waves anymore.

Where Can I Find The Revolution

Platforms like Stitcher, SoundCloud and Spreaker will allow for Dr. Hotze’s Wellness Revolution to be more readily available online than ever before and will even still have some Facebook Live events on the Hotze Health Facebook page. Instead of four live shows each week, there will be two to three podcasts posted each week.

Facebook is a great way to stay in touch with what the team at the Hotze Health & Wellness Center is doing, whether it be specifically for the Hotze Health & Wellness Center or Hotze Vitamins. Each have their own respective Facebook pages that will always share new episodes of Dr. Hotze’s Wellness Revolution as soon as the podcasts are posted.

Video and Audio

When people think of podcasts, they usually think of audio only. While all episodes of Dr. Hotze’s Wellness Revolution will be available for audio only, they will also be available in video format. Whether he’s interviewing an expert, a guest of the Hotze Health & Wellness Center or speaking independently on a topic, you’ll be able to both download or stream an audio-only version and a video version – whichever you prefer. And please let the team at the Hotze Health & Wellness Center your preference by going to iTunes and giving Dr. Hotze’s Wellness Revolution a review.

Segments like Vitamin Thursday and Do A 180 with Jeff Yates will also remain with the show as the Wellness Revolution moves from radio to podcast, and new segments with Dr. Hotze will be unveiled with upcoming episodes throughout the rest of this year.

Remember to subscribe to Dr. Hotze’s Wellness Revolution on iTunes, Google Play, wherever you find podcasts. Be sure to give the Wellness Revolution a five-star rating on iTunes and a positive review so that we can continue producing a great show for the fans and get subscribers on a path to health and wellness, naturally!

Learn more at www.hotzepodcast.com

Golden Triangle Trane Connects with Orange’s Own Michael Berry

Golden Triangle Trane Teams with Michael Berry

Trane is the most recognized, most frequently considered and most highly rated brand of residential heating and cooling equipment.

So it simply made since to pair Trane with iHeartRadio’s 2017 Talk Personality of the Year, Michael Berry. Michael and Trane have had a fruitful relationship for a long time, and the relationship is strong and continues to grow.

Most recently, Berry agreed to specifically endorse Golden Triangle Trane, a group of six independent Trane dealers who all reside in Southeast Texas – the Golden Triangle.

What Makes This Partnership Work?

It’s a perfect fit, not only because Trane is a well-respected brand sponsoring a well-respected radio host, but also because Berry himself was born and raised in Southeast Texas, specifically Orange, Texas.

Orange, with a population of just under 20,000 people, borders with Louisiana and is 113 miles from the city of Houston. Orange is a part of the Golden Triangle area, and Golden Triangle Trane has independent Trane dealers in Orange County like Air Services Unlimited and Air Solutions, Inc.

Creating and Developing Long-Term Business Relationships

Perhaps the greatest aspect of this partnership between Trane and Michael Berry is the fact that Berry actually uses Trane products in his own home in Houston. After Hurricane Harvey, many areas of Houston were completely destroyed, and Berry’s home fell victim to the flooding. However, he was able to call on Golden Triangle Trane to install a new Trane air conditioner in is home and can now rest comfortably knowing he has a top quality brand back in his home. Choosing a Trane gave him the peace of mind of having a system that’s designed to provide consistent year-round comfort for many years.

“It’s Hard To Stop A Trane” isn’t just a tagline. It’s a proven reality.

Brand Ranch Media is proud to create fruitful partnerships like the one between Michael Berry, the Trane brand and Golden Triangle Trane.

Visit www.goldentriangletrane.com.

Are Local Advertisers Wasting Money on Broadcast Media?

We’ve all heard the old adage, “What’s good for the goose is good for the gander.” Unfortunately, in the world of marketing and advertising this is far from the truth.

Are Local Advertisers Wasting Money on Broadcast Media?

Many times, local businesses make advertising decisions based on what ads they are personally exposed to, or on what their competition is doing. A lot of business owners will see TV ads on the morning news or hear their competition on the radio and say to themselves, “I need to get on TV and radio too…. it’s obviously working for them.” The business owner’s perception of effective advertising could be based solely on their own biased opinion and may not take any other factors into account.

Sure, broadcast advertising, whether TV or radio, can be an extremely effective tool ~ if done correctly and for the right type of businesses. There are many factors that can affect the return on investment (ROI) of any broadcast campaign:

Is the campaign scalable? – Do you have the resources (city coverage or # of locations) to capitalize on a mass market campaign? If your buying broadcast radio in Houston, Texas and your business is a single-location, brick and mortar store in Pasadena, Texas… I’d imagine you are casting too large of a net and diminishing any potential for a solid ROI. Scalability gives the advertiser a higher yielding ROI as their business grows and expands.
Is there a proper call-to-action? – Many advertisers think that a call-to-action needs to be some cheesy special or gimmick. It doesn’t. An effective call-to-action is simply providing a quick, easy way for your potential prospects to become leads and to get them into the sales funnel. For example, the call to action could be to “like” your social media page or to go to your website to sign up for a newsletter, etc. The goal here is to create an audience to engage and build credibility with. Of course, it is much easier to lure in prospects when there’s an incredible offer, but not every business is in retail and not every ad campaign needs a “blowout sale.” The bottom line is that all prospects need to have the ability to easily fall into the sales funnel and there needs to be a system in place to collect such data and follow the prospects through the sales cycle. If these measures are not in place, you can kiss your ROI goodbye.
Where are you sending the prospects to? – If you are inviting people to visit your website, will they be impressed with your site once they arrive? Will it give them confidence in your brand and make them comfortable spending their money with you? Is there a system in place to track them and collect data on your visitors (such as web analytics) and get them to easily buy or enter their information into a lead funnel? If not, you are probably better off getting the website taken care of first. It takes a lot of effort to get prospects to your site and first impressions count. One bad prospect experience can cost more to your business in the long-run than any short-term gains you’ll get from getting new visitors that are unimpressed. Reputation and referrals count.

Don’t get us wrong. We love broadcast advertising and our clients have great success with it! However, don’t put the cart before the horse. If you are looking at broadcast advertising mediums to grow your business, take a step back and look at your goals for the campaign and see how this will be accomplished. Are Local Advertisers Wasting Money on Broadcast Media? No customer is going to do business with you simply because you ran an ad. Many times, local businesses fail in their marketing efforts because of this mindset.

Sometimes, broadcast advertising fits into the equation, but many times there are more cost-effective solutions to growing smaller businesses who have less of an established footprint that, when done right, can lead to more established broadcast campaigns in the future.