Mad 4 Blog

Every year, e-commerce sales continued to skyrocket during the big holiday shopping days following Thanksgiving. And this year was no different.

On Black Friday 2012, plenty of deals were available online that kept buyers from going out into the cold in the middle of the night and waiting on long lines. This year saw a 26 percent increase over last year’s online sales during the same promotion, according to ComScore. Black Friday’s Internet retail totaled more than $1 billion, up from $816 million last year. That included a 29 percent growth in sales of subscriptions to online content or digital products, like music. Amazon.com was this year’s top-seller, with WalMart.com coming in second.

Some analysts began to speculate that such a surge in online shopping on Black Friday could hurt traffic on Cyber Monday, which is typically reserved for big online discounts. However, this date also saw a 30.3 percent increase from 2011. Amazon.com saw a majority of online bargain-hunters, especially those seeking the latest Kindle.

If your business has products or services available for sale online, you should consider taking part in the overwhelmingly popular practice of offering discounts on Cyber Monday – and possible Black Friday as well. If you aren’t an e-commerce website, you can still take advantage of increased Web traffic on those dates by purchasing ads on websites that commonly see a boost in visitors. If you’re a small business without the buying power to create a Web presence on those big sales days, you can also consider putting your budget toward Small Business Saturday,  which is overlooked by major competitors.

Furthermore, with people gravitating toward search websites like Google to find the best deals, it’s a good time of year to remember to check on your AdWords accounts and SEO efforts so that, should someone pause in their gift shopping to look up something else they’ve been meaning to purchase – whether it’s legal services or a local car repair shop – they can quickly locate your page.

Consider Thanksgiving week a time to check on how easy it is to locate your business online, how readable your pages are and how user-friendly the website itself is. See if your sales go up — and if not, what can you do next year to monetize your website and take advantage of the Web traffic increase on Black Friday and Cyber Monday?

Reasons to revamp your website may range from just being sick of sameness to suspecting that it’s not performing to its maximum ability. Before you engage in the process of giving your website a makeover, it’s important to figure out what your goals are and determine how much time and money you’re willing to invest.

If you’re just seeking to change the appearance of your website for a fresh visual appeal, you might be able to do a quick and easy face lift. This might involve changing the layout or just subbing in some new graphics and a different color scheme. Some companies will try to upsell you additional changes to the templates and architecture that you may not need – or have planned in your budget.

On the other hand, you may want to take advantage of doing an overhaul all at once. Are you getting the most out of your website? Is it search engine optimized? Is it easy to navigate, and have all of the links and widgets been tested recently? How is your traffic? Do visitors convert into leads and sales as often as you’d like? You might think that just upgrading some minor aesthetics will give your company an advantage when what you really need is deeper maintenance.

Another great reason to change your old look and layout is simply because it’s an excellent excuse to reach out to your contacts – from clients and customers to colleagues and even competitors – to show off the brand-new design. You can invite everyone to take a peek and give you feedback. This will not only give your traffic a boost, but also remind everyone that your website exists as a place where they can gain information about your company, place an order or keep up to date with news – including your latest products and services. Be sure to brag about any new features and invite this influx of visitors to leave behind their contact information – such as subscribing to your newsletter or blog. Take advantage of your new website for it’s maximum potential!

Got additional thoughts and questions about giving your website a makeover? Drop us a line and let us know.

Last week we talked about why and how Google Alerts is an important tool when it comes to brand marketing and management. So now are you ready to try it out?

Here’s how to do it:

1. Visit Google.com/alerts

2. There are five forms to fill out:

• Search query (the word or phrase as you’d want it searched – with correct spelling and punctuation; Google search tools apply, so use “ “ around your phrase for an identical match)
• Result type (such as videos, blogs, news, etc.)
• How often (you can choose daily, weekly or as it happens and get periodic round-ups from an automated scope of the Web)
• How many (you can choose from only the best results (best matches, newest, most relevant) or all results)
• Deliver to (this is your e-mail address; if you choose “as it happens” and expect a lot of results, you may want to create a label, filter or unique e-mail address to receive your alerts to keep from cluttering your inbox)

3. Next you hit “Create Alert” and you’re brought to a page saying that you’ll receive the e-mail for confirmation before the alerts begin.

4. When you receive the confirmation e-mail (which should happen pretty immediately), you just have to click a link that says “Verify” and you’re all set. Just be sure you don’t click the link under it, which is to cancel your alert!

5. Now you should start receiving any relevant notices as soon as they happen. You can visit the same website and click “Manage Alerts” anytime to change your settings. Accuracy and effectiveness may take some tinkering but are worth the more specific matches to satisfy your searches.

Setting up and monitoring Google Alerts is just one of the services that comes along with our website development, social media management, search engine optimization and interactive marketing. Let us know if you have any other questions about how to amplify and administrate your presence online!

Whether it’s from a vendor, customer or your competition, you want to know about the word-of-mouth buzz going on about you. And honest feedback isn’t always easy to receive. People are not always going to head to the source by calling you, visiting your website or putting a message on your Facebook business page wall. Just because you create public forums for colleagues, customers and clients to discuss your brand doesn’t mean the conversation isn’t continuing elsewhere.

With today’s fast-paced social media growth, and countless spaces to monitor online, it’s hard for you to stay on top of every instance where your name is coming up in the world – even if you do a periodic search for your name or your business’s. The most effective way to keep up with what’s being said about you on the Internet is to create a Google Alert.

You simply set up an account through Google and type in the key words or phrases pertinent, specifically, to your company. (This is also useful to do for your own name and perhaps some of your competitors as well.) Whenever these certain codes come up anywhere on the Internet, Google sends you an e-mail “alert” telling you about it. Then you can check out what’s being said immediately.

This can help you be more active in any conversations about your business. You can network with people who are interested in your brand or seeking more information. You can also more actively engage with any and all claims and commiserations about your products and services. This can help you stay on the ball and take part in your overall brand marketing and management. Plus, showing that you’re interested in hearing what people have to say and improving or engaging based on those details always garners a great response from the public.

Ready to get started? Check back next week and we’ll walk you through how to do it!

Analysts confirm that small businesses are poised to spend more on marketing in 2011 than in 2010. Although this can be partially attributed to uptick in business as American companies crawl out of the recession of recent years, another giant factor is the growing need for digital and social media. More small businesses are looking to use external marketing specialists to build their websites, begin social media campaigns and engage more thoroughly with online communities.

According to an online poll by VistaPrint.com, 88% of small businesses (ranging in 1-10 employees making less than $100,000 per year) are expanding their marketing efforts in 2011. This is compared with about 29% of small businesses that said they planned to increase their marketing efforts for 2010, according to Ad-ology. About 34% of those expanding their marketing efforts are focusing on social media such as Facebook and Twitter, noted VisaPrint.com; meanwhile, Ad-ology reported that 45% of businesses polled were looking to expand their online video efforts and 35% felt ready to foray into mobile marketing.

Some advertising experts claim that the expenses may either not be warranted or not provide the ROI that a small business may be expecting. In some instances, the appeal of social media is its low overhead and general accessibility. For example, an in-the-know intern who’s ready to actively and smartly engage with a company’s online audience may be able to garner just as much, if not more, success and presence with online marketing efforts as a professionally organized marketing campaign.

The plus side for small businesses that expand their marketing budget and finance professional social media campaigns is greater accountability, measurability and the ability to integrate social media elements with a comprehensive marketing campaign that also factors in traditional media such as local radio, television or print ads, out-of-home engagement and word-of-mouth efforts.

Learn more about the dos and don’ts of social media and online marketing next week. In the meantime, if you’re a small business looking to expand your marketing efforts this year – on the Web or not – don’t hesitate to Contact Us. As a small business that’s been successfully operating in South Florida since 1992, we know a thing or two about your specific, small-business needs.

Those hoping to snag an affordable floral bouquet delivery in time for Valentine’s Day were about to have their hopes dashed after trying to purchase a coupon from Groupon.com. Groupon is an enormously popular website (and mobile app)  that allows visitors to buy very steep coupons for their favorite products and services, ranging from pet groomers to salons, from restaurant gift certificates to concert tickets.

The original V-Day deal was that customers could buy a coupon that gave them $40 worth of FTD flowers for only $20—an excellent steal at half-off. However, first buyers were told as early as Feb. 10 that they couldn’t get their flowers until Feb. 15—after Valentine’s Day. Those that forged ahead would discover that when they visited the designated website where they were supposed to shop, they noticed that the prices were higher on their options than on the actual FTD site. For example, a dozen roses through Groupon might have been $40, while the same bouquet was only $20 elsewhere on the site. That means the customers saved…nothing. They were simply directed to marked-up wares in return to buying coupons through a third-party site.

Furthermore, the Groupon deal description stated that on-sale flowers were not purchasable with the coupon; what actually happened was that when customers clicked on some low-priced bouquet, the website then tried to charge them $5-$10 more than the price as shown, claiming that the displayed cost was “on sale” and they needed to pay “full price”—meaning that the same floral bouquet could be bought cheaper on FTD, and they were being charged surplus for being Groupon customers—some deal!

Originally, Groupon was claiming that the numbers on the site were an accident, but the deal was soon taken down—after selling $20 vouchers to more than 3,000 money-savvy romantics (that’s over $60,000 for those keeping count). Now, Groupon is embroiled in controversy and struggling to make amends with those who purchased coupons for FTD.

Who’s at fault here? Is it FTD, Groupon or both? Of course, it’s now probably up to the courts to decide, but let us know what you think! And feel free to share any of your own horror stories about false advertising.

Naturally, Mad 4 Marketing is strongly against any deceptive marketing practices, and we will help you steer clear of any possible message entanglement to provide your clients and customers with informative, attractive, appealing and honest advertising.

When it comes to online marketing, the main touchstone for success is user-friendliness. An obvious example is e-commerce websites, which must make it as easy as possible for visitors to complete transactions from first search to shopping-cart check-out. But every website—from static information pages to dynamic social media forums—must ensure that readers can quickly locate what they’re looking for—be that a desired product, specific factoid or overall experience. All it takes is a moment of confusion or distraction, and visitors are just as likely to click away and take their business elsewhere.

Sitemaps and very clear menus can also help with user-friendliness. Speed (in terms of fast page loads), navigational organization and clarity of layout are also vital. Even the most engaging content must be edited and streamlined to ensure that virtual passersby don’t move right along, because this generation’s ‘window shoppers’ increasingly refuse to jump through hurdles to get what they’re seeking on the Web. In a nutshell, the main tactic is to get visitors from Point A (their landing page) to Point B (the intended conversion) with as few clicks—and as little frustration—as possible.

Recently, profitable partner sites Catster.com and Dogster.com underwent makeovers in order to improve user experience. Even though these two popular sites had no shortage of traffic, realizing that they could absorb even more by enhancing appearance and services led to a complete overhaul of the pet-friendly websites. While the old adage states not to fix things that aren’t broken, this attitude has no bearing when it comes to the Internet. In this case, the sites took initiative based on perceived needs, and noted a full four percent of new traffic coming from iPhones thanks to improvements in small-screen usability.

On the other hand, when does too much become too much? These days, it seems that whenever users discover a glitch or imagine an upgrade, they increasingly expect their favorite websites to predict unprecedented solutions and implement complex programming changes overnight (see: Facebook). Web managers can spare a few headaches by anticipating user needs well before they clamor for change. Strategies include extensively testing the appeal of upcoming features, and keeping abreast of return activity rates. Of course, nothing will ever usurp the time-tested method of trial and error.

And then there’s the good ol’ Suggestions Box. Be proactive: ask users to tell you what they want—before they come around to inform you in the form of a complaint. For marketers, this is doubly beneficial: feedback can be used to help target what users really want, which can influence the success of future campaigns. It’s not rocket science; it’s just basic smart marketing. It’s safe to assume that users are seeking, at minimum, consistent demonstration of your willingness to improve.

With every website, there’s always room for improvement when it comes to usability. Any site that considers itself a finished product rather than an organic process is already on the fast-track to failure—or, at the very least, can look forward to its users becoming a lot less friendly.

Did you know that female buyers control most spending on the Internet? In fact, over 20% of women are likely to shop online once per day. Proclivity to complete a transaction is not the only thing that makes women a highly profitable market to reach online. About 75% of women also like to provide feedback and participate in panels about the products and services they have encountered. This means that building a relationship with women online means that you can capitalize on insightful feedback.

Women are also valuable subjects of online marketing because they’re likely to promote your ads to their friends. A striking 91% of women are likely to pass on ads they like to others, according to research by Ogilvy & Mather. And the average woman’s contact list holds 171 subjects. That means a successful advertisement on your end can prospectively be passed along to many, many more eyes—and a recommendation from a friend on top of a great ad is the kind of marketing that would benefit any business. Making your ads easy to transfer, share or promote is a surefire way to take advantage of this angle.

Of course, before you charge into the online advertising fray, it’s important that you really understand your audience. For example, the rise of mom-themed web forums may lead some marketers to believe that women hold sway over the online marketing because they’re budgeting for a family or browsing child-related sites. But before you bust your budget on mom-centric online ads, you should know that the actual numbers show that only about half of the women shopping online are also mothers. Because women are barraged with marketing from all angles online, they’re increasingly selective about what they respond to, which means that you must grasp what women want from online ads.

What Women Want from an Online Ad

•    Personalization – When it comes to advertising to women online, targeting may be surprisingly successful. According to a recent study by Q Interactive, a number of surveyed women stated that they like it when ads seem tailored to speak to them. Targeted ads can range from the highly personal (such as integrating a person’s name or region) to the more common interest-based ads which touch upon gardening or soccer or cooking or another related theme that the woman has previously related to, demonstrating an understanding of the individual woman’s likes and needs. More to the point, a majority of women stated that they would actually be interested in seeing more targeted ads from brands that they trust.

•    Special Discounts – Q Interactive also sought to discover what makes online advertising most effective to women. As it turns out, most women prefer ads that offer incentives for them to click through, such as deals and special offers. The second-largest group of women claimed that they want to see brands try to learn more about their needs before trying to initiate a relationship. Close behind, women asked for ads that show further information about the product. In last place, a very small selection of women thought that online ads could benefit from consistency of communication.

One important aspect of marketing is to constantly evolve and stay ahead of the curve. This includes staying on the cutting edge of technology. In the past few decades, there has been a dramatic shift from traditional print marketing to online marketing. Over the years, there has been an increasing gap between these two formats. And this means that money is wasted by companies launching dual advertising campaigns while trying to cover both bases in terms of distribution and audience engagement. But one company noted this discrepancy and took action to fill the void: USB Insert™

USB Insert™ is a revolutionary marketing solution that seamlessly merges print advertising with the online experience. This option connects your corporeal audience to any abstract content on the World Wide Web. For example, USB Insert™ is suggested as a trade show hand-out or magazine insert. Because it’s small and discreet, it’s easy to pass out and share with others. Once USB Insert™ is plugged into any computer, the user is immediately and automatically directed to your company’s website, online catalog or interactive experience. Your redirect link and the content involved are entirely up to you.

This also frees up the focus of your ads. Your hand-out or brochure can focus on key messaging and enticing creative, saving in-depth explanations for online. And it’s much more traceable than print media, with user tracking capabilities built into the USB card. Because your content is already based online, no memory or storage space is necessary.

How Can It Help My Business?

First and foremost, bridging the gap between print marketing and web marketing reduces your marketing expenses. Rather than do everything in duplicate, you can use one format to cover all of your bases, without expecting your print readers to memorize your URL. At the same time, it’s an exciting way to stand out from the crowd. A simple mailbox flier or event hand-out suddenly earns a second look. Your customer can easily pop out the USB card and plug it in at home or the office. It’s quick, convenient and easy to use.

USB Inserts™ not only pique the curiosity of those who receive them, but also make your giveaways or brochures more interactive. This heightened level of engagement transfers to the user’s online experience. By grabbing and keeping your customer’s attention, this option makes your unique brand message instantly memorable.

Naturally, USB Insert™ marketing is ideal for anyone targeting the coveted tech-savvy youth crowd. It’s also smart for techno-savvy businesses, such as hospitals and colleges. By consolidating your ads, USB Insert™ effectively reduces paper waste and contributes to environmentalism; so it suits businesses with a strong eco-friendly slant.

USB Insert™ is just one outside-of-the-box example of how Mad 4 Marketing uses emerging and nontraditional formats to benefit your business. By staying in touch with digital and interactive developments, Mad 4 Marketing is able to offer clients advertising options that put them ahead of the pack.

Are you building an online social media platform from the ground up? You’ll want to gather an audience who is willing to follow your words, sign up for notifications, and participate in your vision. But in order to do that, the very first thing you have to do is earn your audience’s trust. Don’t settle for short-term goals, like a one-time sign-up. It isn’t enough to entice readers with nifty tricks your platform can do that the other guys can’t (although that helps). You’ll also want to get them excited about future endeavors, and keep them coming back for more. You want them to visit your platform every single day, and then tell all of their friends to sign up, too. Essentially, you want to earn their trust and then keep it. Here are five ways to gain an online audience’s trust through social media marketing:

1. Stay Engaged. Update your own platforms regularly (at least once a day). Then, use other networking sites such as Twitter and Facebook to keep subscribers informed between updates. Give them reasons to reply back (such as a prize incentive for participation), or provide interactive media such as widgets and polls. Build personal rapport by answering every reply you receive. Weekly newsletters, personalized emails and geo-targeted updates will also help your network feel connected as individuals.

2. Write Directly. You aren’t creating this platform for you; you exist for your audience. Keep in mind that you’re providing a service to them, and that rewarding their loyalty is a first priority. Write short, engaging articles that will keep their eyes on your page. Provide content that is of interest to them. And be completely frank and honest—speak directly to your audience, in a friendly and familiar (not fake) tone. Remember to make sure you are communicating with them, not speaking at them.

3. Get Personal. Let your readers and subscribers know who they’re talking to. Put up a picture of you (or something that represents you—not just a static logo). Set up a profile or ‘about me’ page that’s much more personal than A/S/L. And always be transparent about your social media agenda. “We’re trying to reach 1,000 fans on Facebook!” is much more relatable than “Sign up for us on Facebook!” Give everyone access to you, with multiple revenues to communicate (a comments section, phone number, email address, and physical mail address).

4. Limit Yourself. As with any marketing campaign, you’ll only find success with social media marketing if you target your audience. Although it’s easy to get giddy at the thought of how many people can be reached via online marketing, if you create a campaign that’s generic enough to appeal to everyone, you’ll probably never make a connection with anyone. Your images, words, and product features should have one specific recipient in mind. You’re far more likely to retain a loyal audience base if subscribers feel you’re addressing their particular needs.

5. Be the Best. The only way to be the best at what you do is to become very familiar with what else is already out there. You don’t have to sign up for all of your competitors’ products, but sign up for some of them. You don’t have to read all the books on your subject matter—but learn which book has gained the most attention in your industry (the one your competitors and audience might be reading), and study that one. That’s how you can find little untouched crevices of opportunity, dig yourself a niche, and really stand apart. No matter how competitive your industry, you can always be the best at something—even if it means picking one area to dominate (such as above-and-beyond customer service). Subscribers will feel confident that you’ll always satisfy them in your specialty area. Of course, if you can be the best at everything—well, that’s even better.