Google’s parent company, Alphabet: announced its Q4 earnings – their first decrease in ad revenue for the second time in the company’s history. (the first was covid induced).
Amazon’s Q4 earnings: advertising revenue jumped 19% year over year – now $11.56 billion.
Digital paid advertising: – connecting with potential new buyers is increasingly a more complex and rapidly changing field: it’s time to adapt to stay ahead of the curve – your checklist.
If your business has a strategy focused on giving away a free e-book to collect contact details – it will no longer have an impact.
Proven best practices in advanced demand generation include
=> Start a community,
=> Launch a podcast, video channel, video series,
=> Run a weekly live event and, or live stream shopping events,
=> Build a newsletter,
=> Create a – how-to – training program for your products and services,
=> Invest in unique content that drives improved SEO results,
=> Organic social media campaigns – #socialselling
=> Post on LinkedIn and Twitter – for businesses.
=> Focus on your website buyer experience,
=> Be creative – differentiate and deliver for a segment – niche in your market,
=> Focus on growing your business’s digital trustability, credibility and authority,
=> Find your WHY – answer the critical question your ideal future buyers have – why should I only buy from your business rather than from any of your competitors?
=>Tell your story – every high-value transaction – consumer or business now has multiple stakeholders – unite them in a more prominent cause – a bigger purpose than just your product and services.
=>Integrate social selling methodologies into your business – there is a right and wrong way to sell more online.
=> Few businesses or consumers want to deal with a human face-to-face in the buying process ( up to $50,000) – is your business set up for how your clients want to buy?
More Demand Generation Opportunities
Behavioural advertising: is a branch of digital advertising that relies on a user’s online behaviour, browsing history and search queries to deliver relevant advertising—the business’s advantage – higher likelihood the advertising will be clicked on and converted into their sales funnel.
Artificial intelligence and machine learning techniques will make targeting more accurate and efficient – lowering the (CTA) cost to acquire more potential buyers.
Advantages: engage with potential buyers personally with tailored messaging.
Voice command.
With the rise of voice-enabled devices like Amazon’s Alexa, Apples Siri, and Google Home – expect to see an increase in voice-enabled advertising. Voice-enabled search ads and more interactive ads allow users to engage with them when using their voice.
Your Product and Services.
- 51.2% of surveyed businesses said they launch 2-4 new products and services quarterly.
- Is your business creating space for campaigns before price rises?
- Is your business actively updating and improving its services and products every 90 days?
- For the typical launch of new products and services, the budget – 58.3% of respondents fell into the $0 – $20,000 bracket. The balance was much higher budgets.
- Just under half of the respondents (47.6%) said their business under-invests in new Product and Service launches.
- 70% of respondent businesses said launches have either a “notable” or “major” impact on revenue growth.
- The biggest issue – 61.9% of respondents identified a need for a cohesive strategic narrative to support their new releases.
Regards
David
