It’s time for you to rethink everything you’ve ever known about digital marketing and the interaction between browser and digital media. It was never a case of build it and they will come, this is an old adage which never fit the online space to begin with, online has always involved a higher degree of discipline one which many people exploit to get ahead.
The issue that will continue to exist with online marketing is that you don’t have one of the all important Kyoski investor controls which is control over the management of your investment, who does? Google/Facebook/Twitter/Instagram do and they can swing it any way they want. But the interesting thing is that they choose to direct our web experience to the direction of a User Centric model, where by the very browsers are the ones that create the content that appears for other browsers via their habits and interactions.
So what has the past 10 years shown us?
1. You’re nobody if you don’t have a website
2. A steady and secure stream of traffic is volatile at best
3. You’ll go mad trying to keep up with social media
So why did we bother? was it a case of everyone else is doing in that case so should i? maybe or maybe we had begun to realise that the potential of having an interconnected world meant far more than just communication to the masses any time and all the time. It seems we’ve just touched the surface of what the essence of an interconnected world really means.
You see being interconnected with every device, channel and demographic in the world brings with it its own challenges and opportunities. When marketers first got their heads around what they thought the Internet meant they headed straight for its mass marketing potential putting in place the same principles they’d used with previous marketing mediums.
Boy did we miss the mark, but we had to pass through the early days to understand the true potential in our hands, the ability to personalise our communication to many individuals (not businesses but specific people within businesses). The opportunity to tailor each message to the target market we were sending it to without wasting our message on those to which it didn’t apply… A fantasy 10 years ago, yet a reality which is still in its infancy today.
You may have already guessed it but the next 10 years are going to seem like a fantasy to some right now. But the reality is that it is here now and is just beginning to see the light of day.
What is it?
1. Hyper-personalised targeting - Imagine you’ve landed on Ebay and instead of seeing a generic homepage or product page screen, you see a winter coat, within your budget which says below the image “free delivery to [your suburb] within 24 hours”.
Some may argue that it invades our privacy.. others may argue that it enhances our browsing experience by adding relevancy as opposed to generic fluff. Either way the possibilities are astounding.
2. Behavioural targeting - you go about your browsing on the net as per normal and for the second time you've reached a new home builders website via an organic search link.
Behavioural targeting recognises this and it also recognises that it’s not your first time to the site, it then proceeds to show you a personalised landing page that says “Being number one on search engines is expected from the number one builder in the country”.
Remembering that this is the second time they've come to the site the system then goes a step further to say “We understand that building a home takes decision and time, and you may visit us 10 times before making the all important choice, so just to make sure you're on the right track enter your phone number to request a free call back and 20 minute budgeting consultation”.
These exciting advancement are here now and waiting to be explored by marketers with a keen eye for opportunity. Back in 2009 Brad Bender, Google’s Product Manager, explained that Google is looking to make ads “more interesting” to users and more effective for advertisers.
Time for us to follow suit?
Welcoming comments and feedback,
The Advanced Conversion Team.