Public Relations

How To Make Media More Effective for Cross-Device Marketing

Getting a message across to customers has been more complex. The rise of cross device access to media raises some intriguing strategic questions.

Bill Kee, Google’s group product manager for attribution, highlighted a critical one during his presentation at the 2017 Google Marketing Next conference. He explained that ad frequency can lead to an ineffective message for a customer.  “If I am on three devices, and if I see your ad five times,” Kee said, “it means you’ve reached me 15 times….believe me I get it.”

Thus the “golden snitch” among marketers today is planning media to be effective across devices.  There are plenty of ways to do so, but there a few specific actions which aid in  hunting the “snitch”.  Let’s look at some analytics related ideas as starter.

Evaluate analytic reporting and minimize last click analysis

Many analytics reports have been updated to consider more factors in attribution – the act of determining channels that contribute to ROI. In times past it was solely about comparing one channel versus another – now it’s about comparing how each channel contributes to each step of the customer journey. This is achieved with reports that combine metrics from the various solutions.

To Read More, please see Pierre DeBois‘ article on

Neighbors Are Good; HomeAdvisor Says It’s Better

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For all of the ways the Internet has revolutionized the way everyone does business, homeowners looking for home-improvement advice still turn to their circle of friends and neighbors for advice.

To combat the tendency, HomeAdvisor has launched a new marketing campaign to demonstrate how its platform can do all the things consumers are looking for in home improvement, including things that are far beyond what their neighbors can offer.

“Unlike travel, food delivery or car service providers, consumer behavior for home improvement hasn’t shifted radically to online,” Allison Lowrie, HomeAdvisor’s chief marketing officer, tells Marketing Daily. “Homeowners are primarily seeking references from other homeowners. Up to 70% of them are asking their friends, relatives and neighbors for recommendations.”

The new campaign, part of a $100 million advertising investment this year, depicts neighbors and friends having home improvement discussions. In one spot, two neighbors meet at their mailboxes and strike up a conversation about needing a roofing contractor. After getting a reference, one neighbor then asks the other to conduct a free background check, find additional quotes, research the average price for the job, and schedule an appointment for two weeks out. The message: “You can’t expect a neighbor to do everything HomeAdvisor can.” (A second spot shows a phone call between two friends, in which one asks for home painting recommendations and estimates to be returned in “about two seconds.”)

The creative, from Boulder, Colorado agency EVB, is intended to acknowledge consumers’ reliance on their neighbors for information without denigrating the source, Lowrie says. “It would have been easy to launch a smear campaign against neighbors, but knowing how people feel fondly about their neighbors, it would have worked against us.”

The spots are a departure from HomeAdvisor’s previous advertising, which was more “direct-response”-oriented and showcased the site’s features and capabilities. While the direct-response ads will continue to run, the new spots come as the company has reached a scale to begin building a brand, Lowrie says.

“We’re now at a point where we could utilize a more narrative style of creative and use humor to connect with our audience,” she says. “Three years ago, we wouldn’t have had the scale or feature set to advertise effectively.”

In addition, HomeAdvisor is broadening its media buy to include more broadcast network programming, in addition to more traditional home-improvement and sports programming on cable, she says. The goal is to reach a younger generation of home buyers, who may not yet have a cadre of improvement providers on hand.

“With this campaign, we’re looking to put an emphasis on first-time homeowners, who will be [home improvers] for the next 20 years,” Lowrie says.

3 Reasons No Money Is No Barrier to Starting Your Business

More people are starting new businesses than ever before. That’s not because all of a sudden this year more folks have better ideas than in years past. It’s because the barriers to creating a new business have never been lower.

Technology has broken down the walls and empowered anyone to start a business of any kind. Flexibility, cost and mobility have created a solid foundation for entrepreneurship to continue growing in the years to come. Here are three key reasons anyone can become an entrepreneur.

1. Financial liquidity early on.
Historically, getting a higher education (i.e., university, graduate school, etc.) could actually be an impediment to starting a business. It’s sometimes viewed as a roadblock, layering you with debt — forcing you to work a “normal” job to pay down said debt — and pushing off your entrepreneurial dreams for a long time or forever. Unsurprisingly, no liquidity, or access to capital, is a common reason why people do not start businesses.

Now, it has actually never been easier or more transparent to refinance near term liquidity requirements, especially for someone in their teens or 20s. Young adults are now investing in themselves with respect to proper education and structuring their finances to where they have the flexibility to start a business without having creditors breathing down their necks. If they have an idea, there aren’t any financial chains holding them back from reaching their entrepreneurial potential.

2. Affordable legal and marketing.
Unlike in years past, you don’t need to ask a friend or family member to recommend a lawyer to help you cut through all the red tape to form an LLC. You can set up a legal entity in a matter of days, and pay no more than $50 to help with the filing. That’s not just a slight improvement — it’s a game changer for eager entrepreneurs everywhere.

Once your business gets set up, finding those first customers is not the grind it once was. Have a local service business? List yourself on Yelp, HomeAdvisor or Thumbtack. Sell software to other businesses? Find customers on LinkedIn. Build hardware to sell to consumers? Grow an audience and funds on KickStarter, or drive Googling consumers to your website with AdWords. The art of finding customers has moved online, which has dramatically reduced the legwork to help you grow.

3. Mobilization of businesses.
The days of buying into a multi-year office space lease are over. Coworking spaces, for example, have dramatically reduced the price of office space to accommodate anywhere from one to 20 person companies. Month-to-month desk or office rentals are the norm for any entrepreneur who needs office space, but these days, professionals are increasingly choosing mobile over a physical location.

In 2015, mobile usage eclipsed desktop usage for the first time ever. Across the board, consumers and businesses are turning to mobile for more convenient and real-time actions. Clients no longer expect a physical presence for a business, and businesses now have the ability to access their computers from their pocket. Handheld devices can handle scheduling, payments, marketing, employee management and more.

Not only is this structural shift to mobile more convenient for professionals, but it has dramatically reduced fixed costs for any aspiring entrepreneur.

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