August 15, 2024
2023 is here, which means that as a Hawaii business owner, you’re seeking to learn about the planned marketing trends for the new year and beyond.
In this blog post, we will dive into a high-level overview of how Artificial Intelligence will transform the way in which we execute marketing programs from now forward.
If you’ve landed on our Hawaii Marketing Tips blog by accident while searching for Team Vision Marketing, please visit our homepage, creative portfolio, or client video testimonials.
At Team Vision Marketing, we believe that artificial intelligence (AI) is transforming the way businesses market their products and services, and it’s only going to become more integral in the years ahead. From personalizing advertisements to optimizing ad spend, AI is revolutionizing the world of marketing and smart marketing agencies will begin learning about, and incorporating, AI strategies into their marketing programs.
So, what does the future of AI in marketing look like? Here are a few predictions:
At Team Vision Marketing, we are excited to leverage the power of AI in our marketing efforts. Here are a few examples of how we are planning to incorporate AI into our Hawaii advertising client’s marketing programs.
In conclusion, the future of AI in marketing is bright, and we at Team Vision Marketing are excited to be at the forefront of this exciting new technology. We are confident that our use of AI will allow us to improve our marketing efforts and provide better experiences for our Hawaii advertising and marketing clients. To learn more about our full-service Hawaii advertising and marketing agency, please visit www.www.teamvision.com. View our extensive creative portfolio at www.www.teamvision.com/porfolio. View our client video testimonials at www.www.teamvision.com/clients
Here at Team Vision Marketing, we stay on top of the latest news and trends in advertising, marketing and social media to ensure that our services will help our clients achieve their annual business goals. For more information on our marketing services, please check out our portfolio.
If you’re looking to step up your digital marketing and advertising efforts, reach out to Team Vision, Hawaii’s leading digital marketing and advertising firm serving clients on Oahu, Maui, Kauai, The Big Island of Hawaii, and Lanai. We’re more than happy to help!
Phone: (808) 536-0416
Email: info@www.teamvision.com
August 29, 2023
If you’ve landed on our Hawaii Marketing Tips blog by accident while searching for Team Vision Marketing, please visit our homepage, creative portfolio or client video testimonials. If you’re interested in learning more about IP Targeting Campaigns, please continue reading.
If you’re a marketer, you’ve probably heard of IP targeting, but maybe your business or your advertising agency hasn’t yet added it to your marketing mix. This article is designed to give you an overview of what IP targeting is, explain some of the pros and cons, and give you a few examples of how you might use it for your next integrated marketing campaign.
Here’s a quick definition for those of you who might not be familiar with IP Targeting. IP Targeting is the process of targeting digital advertising to specific households, businesses, etc. based on their Internet Protocol (IP) address. An IP address is a string of numbers assigned to your internet connection that allows you to speak with other devices on the Net.
When a user connects to your web site, an IP address is provided for the transaction to take place. IP targeting captures that IP address, determines the location of that IP address (a home or business), and then matches that IP address against 3rd party databases of personal information. Once that IP address is captured from a web visitor, you can then conduct one-to-one marketing directly with that IP address or person. In addition, if you have customer or prospect lists with physical addresses, you can determine the IP address for homes or business locations on your target list, and then conduct digital advertising campaigns directly to those IP Addresses. Yes, there are privacy restrictions that must be met with IP targeting, but solutions to these issues have been addressed and are in place.
The benefits of IP targeting over traditional cookie-based targeting is that with IP targeting you can acquire a user’s specific information. In contrast, with retargeting (or cookie-based targeting) you may never know who the actual end user is unless you get them to register or take action on your web site. To take things one step further, more recent advancements in IP targeting by certain providers now provide the ability to determine the home or business address from a user’s IP address. The additional benefit here is that you can then advertise to those prospects via digital marketing as well as printed direct mailers directly to their homes. Here again, there are privacy safeguards in place to protect the end users’ personal information.
Retargeting and other forms of digital marketing are based on placing a cookie on each user’s computer. Once a user deletes those cookies from his/her browser, or blocks cookies via their browser settings, you have lost that customer as an advertising prospect until they come back and visit your web site again. This is not the case with IP targeting which does not rely on cookies.
First, let’s define geofencing. Geofencing refers to drawing a virtual fence around a location and using a group of IP addresses. Ads inside this virtual boundary can be seen on computers, tablets, or mobile devices by any user within the defined location.
Although nearly all forms of location targeting use an IP address somewhere in the process, IP targeting and geo-fence targeting are in fact different – and each offers unique advantages. IP targeting is often seen as superior to geo-fencing because it uses an individual IP address versus geofencing which uses a group of IP addresses within specific geographic locations. The best way to explain the benefits of each method is through examples.
Let’s say you own a refrigerator rental company and you want to target ads to students within the local university. Well, many universities share a web login with a single IP address with all registered students. Once you obtain that address, you could then target your ads to all the students’ devices that have accessed that university web site or wi-fi. For this scenario, you could also use geo-fencing as a strategy, but you would experience more advertising waste because your ads will not only reach students (your desired target audience), you will reach everyone who is within the university location geo-fence (including teachers, parents, friends, staff, delivery people, commuter traffic, tourist, etc.).
Let’s say you own a visitor attraction, like our Dole Plantation client in Hawaii, and you want to target specific offers to all customers who are currently on your property. Since it’s likely that the majority of the people on the property are visitors, the best strategy to use here would be to create a geo-fence around the property and target people within that geofence. We currently do this using Dole Plantation Snapchat filters which can only be accessed via Snapchat on users’ mobile devices who are currently at the Dole Plantation location.
For this example, let’s say you own a popular Hawaii real estate marketing web site and you want to send a print direct mailer to all people who visit a specific page on your web site, but you don’t want to require customers to complete a subscribe form. The best way to do this would be via IP targeting. Under this scenario, when a user visits your web site, their IP address is obtained and then cross referenced against 3rd party databases to acquire the user’s physical address and any other available information. In addition to targeting this user with digital advertising, you can also use their mailing address to send a highly targeted direct mailer to their home for a more integrated, and higher converting, marketing approach. It’s important to note in this scenario, matching IP addresses back to physical addresses is not 100% accurate (estimates range between 50-70% accuracy), but since you only pay for successes and actual direct mail pieces sent, it is still a highly effective strategy when integrated within your overall marketing strategy.
This is a popular use case scenario currently being utilized by Colleges and Universities that use IP targeting to attract potential new students. These schools are able to target households where qualified, college-aged students are living with their parents. Because the address is normally a household IP, the campaign will reach both the parents and the student which is very effective because parents are nearly always involved in their child’s college selection process. Conversely, if you simply used a geo-fence strategy to target an entire zip code or neighborhood, you would waste advertising dollars by reaching a lot of households with no college-aged children, or no children at all.
Just as geofencing, retargeting and other forms of digital marketing are not perfect and have their unique set of issues such as automated bots using up valuable advertising clicks, IP targeting also has some unique challenges, and that is why we always recommend a balanced integrated marketing approach for our clients. Here are just a couple of well-known issues of IP targeting.
Dynamic IP Addresses. Some users have what are called dynamic (or changing) IP addresses versus fixed IP addresses. This means that each time they connect to the Internet, their IP address is different. For an advertiser targeting a person through IP targeting, once that user’s IP address changes, that prospect just became a different person.
Router Complications. In some cases, people in a public location (i.e. Starbucks) access the Internet through a shared wi-fi service using the same IP address, the IP address the router uses to connect to the internet. Once those people leave that location and reconnect to another wireless device, their IP address changes again. This is why it’s best to target specific households or businesses where IP addresses tend to remain fixed.
The best way to get started is with your existing database of prospects or customers. The home addresses can be used to find the IP addresses for households or business on your list, and then you’re ready to create targeted digital ads that can be deployed to this group via their computers, phones and tablets that access the internet via the IP you are targeting. If you don’t have a specific target list, you can purchase lists from list providers, and you can also target IP addresses by a number of other criteria such as business locations, household zip codes, event venues and more.
One of the great benefits of IP Targeting campaigns is the ability to track conversions back to a specific customer and campaign. For example, in an IP targeting campaign, you normally will have the customer’s physical address on file. After an IP Targeting campaign is completed, we can take the purchaser list and compare it against the IP Target list to determine exactly which customers purchased who originated from a specific IP Targeting campaign. This helps our clients more confidently calculate accurate sales numbers and ROI.
If you’re interested in exploring an IP Targeting campaign for your business, please contact us at (808) 536-0416, or via our contact form.
This is the blog of Team Vision Marketing, a full-service advertising and marketing agency located in Honolulu, Hawaii and serving clients on Oahu, Maui, Kauai and the Big Island of Hawaii.
Phone: (808) 536-0416
Email: info@www.teamvision.com
If you’ve landed on our Hawaii Marketing Tips blog by accident while searching for Team Vision Marketing, please visit our homepage, creative portfolio or client video testimonials to learn more. Otherwise, please continue reading.
We all saw this coming, but in case you missed it, Instagram just launched its game-changing “Likes-Free” test update to the whole world.
Tests for the “hidden” Likes started last April in Canada and then rolled out to Australia, New Zealand, Japan, Ireland, Italy, and Brazil, resulting in mixed feelings. Recently, Adam Mosseri, Head of Instagram, announced at the WIRED25 Summit 2019 that the test was expanding to the U.S., and now it’s in effect for a small group of users in every country. So far, there is no news about how long the tests will last or if the update will be permanent.
Instagram wants to promote a healthier environment for all of its users. According to Mosseri, the purpose of a “Likes-Free” Instagram is to depressurize the platform and make it less competitive. Moving away from likes will help users “focus more on connecting with people that they love, and things that inspire them…”
Many studies and reputable news sources have shared that interacting with social media platforms can incur negative psychological problems, especially with young audiences.
– NBC News reports that a recent study, published by the American Psychology Association, found that individuals reporting symptoms consistent with major depression increased by 52% in teens and 63% in young adults age 18 to 25 from 2009 to 2017.
– U.S. News states that “Young people who spend more than 3 hours a day on social media are susceptible to depression, anxiety, and other illnesses and are more likely to internalize bad feelings about themselves,” according to a study by Johns Hopkins University Bloomberg School of Public Health.
– CNN shared a study published in The Lancet Child & Adolescent Health journal which found that content posted on social media can hinder the healthy sleep and exercise of young people.
We put quotation marks around “Likes-Free” and “hidden” for a reason. No, Likes will not totally disappear from your posts. Instead, Instagram is removing the public’s view of the Like count and replacing it with a preview of mutual followers who liked the post. Although, Instagram users can still see their Likes and other posts’ Likes by clicking on “others.”
Naturally, brands and influencers are feeling nervous about the negative effects of this update as it rolls out. Some brands predict that their engagements will decline and some influencers are boycotting Instagram for “hiding” Likes because it will affect their brand deals.
I’m not posting on IG after this week cuz they removing the likes. Hmmmm what should I get into now? Think of all the time I’ll have with my new life
— Mrs. Petty (@NICKIMINAJ) November 9, 2019
But here at Team Vision Marketing, we see that “hiding” Likes will bring good change to how brands and influencers market themselves on the platform. Plus, Instagram has assured the public that the “disappearing Likes” shouldn’t affect your brand’s current engagement rates.
We predict that this “no Likes” update will produce non-vanity based – and therefore more valuable – engagement metrics, including comments, impressions, reach, and rise in merit. Ryan Detert, CEO and co-founder of Influential, shared with Emarketer.com that his company’s analytics sees no correlation between Likes (a vanity based metric) and sales. Instead, brands should focus on attention metrics, like views and reach, which analyze how users engage with content.
Our digital marketing firm also foresees that the update will not only see better, more authentic influencer marketing strategies, but also nurture stronger relationships between brands and influencers. Vice President of Marketing for Stoli Vodka, Dave McNulty, says on Emarketer.com that “hiding likes shouldn’t negatively impact how brands work with influencers… [because] successful content is a result of brands building real relationships with credible influencers and giving them the creative license to be authentic with their audience.”
This new update is all about building a healthier community on social media, so naturally, social media strategies will need to be more focused on engaging with the audience or cultivating your brand’s community. Here are some social media marketing tips centered on community building for your brand to try out:
– Share something valuable for your audience to engage with, like comedic posts (see our #DreadedAgencyRequests posts) or tips and market statistics.
– Get personal with your fans. Try posting more community-based content, like office life or team bonding activities. Inviting your audience to experience your company culture will evoke sentimental feelings with your brand and foster brand loyalty.
– If you do rely on influencer marketing, develop authentic – not gimmicky – social media marketing campaigns. Also, make sure you are building a relationship with an influencer that fits your brand and can help you engage with your target audience.
– Sponsor a reaction/review video.
– Fit your brand or product within the influencer’s passions or brand, like Fiji Water’s BodyWoreWhat.
– Partner with an influencer who is advocating for a cause that your product or brand can relate to.
– Make your content thought-provoking or irresistible for your audience to share their opinions on. This type of content can include the following:
– Posting a Story with a poll, question, or a multiple-choice sticker.
– Posting a “Question of the Day” post.
– Hosting an “Ask Me Anything” session.
– Hosting a “Reaction to your assumptions” session.
– Hosting a Live Stream.
– Asking your followers to share their opinions or favorite things about your brand or products in the caption.
– Keep the discussion in the comments going. Instead of just saying “Mahalo for your comment!”, reply with a question or a conversation-starter. After all, a strong social media community is all about continuous interactions with your audience.
– Engage with your audience and the people you follow. Stay active in liking, commenting, and interacting with other posts, especially with the ones your brand is tagged in.
– You can take this tip a step further by interacting with posts on the Explore tab! Browsing through the Explore tab is a great way to find new audiences to build relationships with.
– Spotlight your top followers. Repost and share your top followers to your feed. Use this to express your appreciation for their love of your brand and products. It’ll make your spotlight followers feel good and encourage the rest of your audience to want to start sharing their love for your company.
If you need help with your Hawaii advertising, marketing or social media management for 2020, send us an inquiry via our web site. You can also check out our extensive portfolio to see our most recent creative works in our portfolio – from social media campaigns to logo designs. Team Vision Marketing is one of Hawaii’s leading full-service advertising agencies and digital marketing firms, helping local brands on Oahu, Maui, The Big Island of Hawaii, Lanai, and Kauai.
Phone: (808) 536-0416
Email: info@www.teamvision.com
June 17, 2020
If you’ve landed on our Hawaii SEO Marketing Tips blog by accident while searching for Team Vision Marketing, please visit our homepage, creative portfolio or client video testimonials.
First of all, what exactly do we mean by Zero-click searches? Zero-clicks means that when people do a Google Search for information, they get the information right on the search results page. They never have to click on any of the organic or paid search results, which means less direct web traffic for your site. As you can imagine, Google realizes that keeping visitors on their SEO results page is of great value (versus having visitors click out to 3rd party web sites), so they are doing everything they can to provide the information people are looking for right there within the search results page. A prime example of this is the expansion of their Google My Business listings over the past couple of years. Visitors searching for your business first see your Google My Business listing which includes your business description, hours of operation, location, phone #, products and services, pricing, and more. For many businesses, such as hotels and attractions, you can also book their offerings right from the Google Search Results page. You get the idea, right? Google is going to keep adding more and more features that keep searchers on their search engine results page. This may eventually make your organic search listing irrelevant.
Last year, about 50% of organic Google searches generated zero clicks. Zero-click searches are on the rise and are causing businesses to receive less impressions, CTRs, and organic web traffic.
According to Spark Toro:
To stay competitive on the coveted first page, Hawaii businesses must adapt their SEO (Search Engine Optimization) marketing to include optimizing their websites for the Zero-Click Google Rich Features, which are effective for spreading brand awareness and positioning your site as a hub of information. In this article, we will share tips on how you can optimize your website to be featured in Rich Features and take back your top SERP glory!
Rich Features are blocks of information that help Google users find the answers they are searching for effortlessly. Zero-click search Rich Features provide the answers to a search query, so users don’t have to click through a bunch of websites to find the desired information—hence the name zero click search.
You may have noticed these Rich Features pop up on the SERP in various formats for key phrases, like “Aloha meaning” (see example below). Voice searches using Siri, Alexa, or the Google Assistant read off of these Rich Features when you ask for specific inquiries, like recipes or trivia questions.
No, zero-click Rich Features can be instrumental in spreading brand awareness and sharing useful information. Rand Fishkin, the founder of SparkToro, said in a Search Engine Land interview that zero-click Rich Features are similar to billboards. Both types of media are hard to collect measurable data but are very useful in building brand familiarity and sharing information.
Zero-click searches usually occur for the following types of searches:
However, it’s hard to determine which search phrases trigger a Rich Feature to show up. It depends on the search query, the algorithm, and if the other websites on the SERP have optimized their pages for Rich Features. Ahrefs’s report found that only 12.3% of searches produce a Rich Feature. To see the full list of Google Rich Feature formats and where they might appear, click on our previous blog post here.
First things first….
Now, let’s proceed to our top recommendations for zero-click Rich Features:
How To Optimize For Definitions Rich Features
With the rise in Zero-Click searches, securing a position on the top of the Google SERP for your Hawaii website has become even more challenging. Although your company will see lower CTRs and organic web traffic, using Google’s Rich Features for Zero-Click Searches can be a valuable organic SEO strategy and it can help generate awareness for your brand and position your website as a credible source of information.
If your Hawaii business needs digital marketing help, please reach out to Team Vision Marketing, Hawaii’s leading advertising and digital marketing agency for over 20 years. We’d love to help!
This is the blog of Team Vision Marketing, a full-service Hawaii advertising agency located in Honolulu, Hawaii and serving clients on Oahu, Maui, Kauai and the Big Island of Hawaii.
Phone: (808) 536-0416
Email: info@www.teamvision.com
June 14, 2020
2020 is here, which means that as a Hawaii business owner, you need to learn about the planned social media marketing trends for this new year.
In this blog post, we will dive into six predictions and social media marketing tips for 2020 that your brand should consider trying out in the new year.
If you’ve landed on our Hawaii Marketing Tips blog by accident while searching for Team Vision Marketing, please visit our homepage, creative portfolio or client video testimonials.
If you haven’t heard already, Likes are “disappearing” from Facebook and Instagram posts, a solution that Facebook hopes will decrease bullying and the pressure of getting the most likes. Of course, Likes won’t totally disappear, instead, organic and sponsored social media posts will show Likes from people who you follow, which Facebook is calling “Likes with content.”The date when this major update will roll out in the US is undetermined, but seven countries have recently undergone testing.
Not only will this update help decrease the negative psychological consequences of being on social media (and Facebook’s bad PR), but it will also change the way social media influencers and brands post and evaluate their engagements. Team Vision Marketing sees that the update will inspire users to post more authentic and relaxed content.
2020 Social Media Recommendation: We recommend posting content that your audience can connect with and that will evoke deeper interactions, like customer testimonies. Get inspired with our blog post on the different types of social media content that can help boost your engagements. This is how your brand will generate stronger leads and cultivate a community on social media.
As we head towards video oversaturation on social media feeds, brands have to become savvier with what kind of video content to produce in order to engage their audiences. For 2020, we predict that more brands will engage in posting quick, entertaining clips to promote their products and services. This might come in the form of a Story video ad, a quick step-by-step tutorial, short live streams, short “shows” and “skits”, and more.
We feel that social media video marketing is heading in this direction because we know that younger markets, like Gen Z, prefer using short audio and video snippets to communicate on the web and mobile. In fact, WhatsApp reported that 100 million of their users use the in-app video chat. Not to mention, TikTok, a 15 to 60 second short video based social media platform, is a mega hit with younger age groups with 500 million monthly active users globally.
2020 Social Media Recommendation: We recommend that your brand run tests on what type of video content will perform best on your feeds and Stories. Maybe post a word-of -the-day video, where you share helpful industry terms, team introduction videos, or clips from a recent company event. Read more about the growth of video marketing and vertical video tips on our recent marketing tips blog posts.
ADA compliance standards are making progressive legal steps on the web. According to the LA Times, the Supreme Court will allow visually impaired consumers to sue retailers if their websites are not accessible. Although ADA compliance regulations are not strongly managed by the government, companies are now ensuring that their web sites are optimized to provide “full and equal enjoyment of the goods and services… of any place of public accommodations” to visually impaired customers.
Although this important mandate is currently being enforced with online retailers, it will eventually be enforced on social media platforms, as well. We already see evidence of social media platforms taking the ADA compliance trend seriously on Facebook and Instagram, where users are now able to add Alt text to their visual content.
Not sure what an Alt text is? An alternative text or Alt text is an HTML attribute in the form of a word or phrase that describes the visual content it’s assigned to. Screen readers will read this text, making the content accessible for the visually impaired. For the non-visually impaired, the alt text will become visible if the content cannot be rendered.
2020 Social Media Recommendation: Start adding Alt Text to all of your visual content, keep your eyes out for developing ADA features for social media, and stay informed on the ADA compliance standards.
With Instagram’s newly launched shopping product tags, shopping posts, and the addition of the “buy now” button on sponsored ads, we predict that e-social media commerce will become more mainstream in 2020. Despite being in its infancy, the adaptation of direct transactions through the app feature has already proven to be promising. According to Instagram, the product tag attracted 130 million people to tap on it every month, which is an increase of 90 million over last year.
2020 Social Media Recommendation: Combine engaging content with the Instagram product tags. For example, instead of posting just a photo of a product, post a shot from a recent photoshoot, an aesthetic flat lay, or repost a photo of a customer using your product.
Pinterest’s CEO Ben Silbermann claimed that “the future of search will be about pictures rather than keywords.” We also see the awareness and use of visual search becoming more mainstream on social media in 2020 as the e-social media commerce trend kicks off. This will make conversions through social media even more convenient and favorable.
If you find yourself asking what a visual search is, Team Vision Marketing is here to break it down for you. Instead of typing “drone camera and accessories” into the search bar, you can snap a photo of the desired product or highlight a part of an image to conduct a search. You will then be directed to an image based search results page showing similar products.
2020 Social Media Recommendation: With this developing social media feature, we recommend that, if possible, you make the image file name, Alt text, and image title as descriptive as possible and include popular image search keywords. You will also want to look into running ads on Pinterest, where there are reportedly 600 million Pinterest Lens searches every month.
In 2020, we predict that brands will invest in more of their advertising budget into niche social media advertising networks, like Pinterest, Snapchat, Amazon, and Twitter. These smaller advertising platforms have already seen big movements in their advertising revenue.
This means that advertising network titans, Facebook and Google, will face a decline in growth in 2020.
However, Google and Facebook’s market share still dwarf their growing competition with Facebook coming in at $16.62 billion and Google at $32.6 billion in the second quarter of 2019.
2020 Social Media Recommendation: Look into advertising on Pinterest, Twitter, Amazon, and SnapChat. Advertising on multiple platforms is a great way to extend your brand awareness to different audiences. Learn more about advertising on Amazon here.
Here at Team Vision Marketing, we stay on top of the latest news and trends in advertising, marketing and social media to ensure that our services will help our clients achieve their annual business goals. For more information on our social media services, please check out our portfolio for our recent social media marketing projects.
If you’re looking to step up your digital marketing and advertising efforts, reach out to Team Vision, Hawaii’s leading digital marketing and advertising firm serving clients on Oahu, Maui, Kauai, The Big Island of Hawaii and Lanai. We’re more than happy to help!
Phone: (808) 536-0416
Email: info@www.teamvision.com
