Tag: online marketing

Market Information

What’s in the Box?

Online shopping started in 1994 and spread like wildfire in 2017. As a result, nearly 79% of Americans shop exclusively online. People have ditched waiting in long lines, driving through traffic, and searching for the best bargain by simply scrolling through the World Wide Web. It doesn’t get much simpler than being able to type in anything that you are looking for and setting filters to narrow it down to your preferred product. Business owners discovered they needed to be innovative and develop a new way to sell their goods online. Thus came the birth of an entirely unique time in online shopping: The Box Pop.

Subscription boxes are everywhere. Chances are if you are on the internet, there’s at least one subscription box beckoning your wallet. Birchbox put the subscription box retail trend in motion with its launch in 2010, with a specialty in beauty, grooming and lifestyle products. Birchbox subscribers pay $10-$20 to receive goodies like skin rejuvenators, fragrances, and makeup. This company has 800,000 active global subscribers which equal a total of $96 million in annual sales.

Just like with any successful business model, the imitators quickly followed suit. There are subscription boxes for everything from razors, tactical gear, video games, clothing, and of course: food.  In 2012, Blue Apron was founded and is now known as the gold standard for food delivery services. Each Blue Apron box contains enough food for you and your family (2-4 people) and offers a very reasonable price range ($59.94 – $69.92).

Subscription boxes have risen to fame because of three different reasons: convenience, personalization, and excitement. Subscription boxes are a perfect example of experiential marketing, a strategy that directly engages consumers and encourages them to participate in the evolution of a brand or a brand experience. Therefore, creating a consumer-producer relationship with the brand.

Convenience

There’s nothing more convenient than coming home from a long day’s work to see a box on your doorstep full of goodies; meal kits offer a hassle-free way to prepare dinner after work. Some consumers don’t like to get off of work and then face the stress of determining a recipe, shopping for ingredients, and preparing a meal. With meal subscription boxes, all of that is taken care of for you. There are even specialized subscription meal boxes made for those with particularly demanding schedules such as college students.

Personalization

The difference between the average consumer now compared to ten years ago is the value placed on personalization. After all, we live in a time where there’s a space for each of us on the internet that we can personalize and make our own through social media. Upon subscribing to a box, subscribers are asked a series of questions. Some have a list of all of their products with check boxes for the customer to click, while others have text boxes where customers explain their product preferences in detail. Consumers have the chance to put a little of themselves in their ordering and feel special in the process.

Excitement

You’ve already skipped the stress of real-life shopping, and you have defined yourself by making your product preferences known. Now it’s time for the fun part: the excitement of the box on your doorstep. Because the business asks what makes you tick, you know that the box is going to contain products you will love. But, it’s the feeling of it being a gift and a surprise that really has jump-started this marketing trend. This type of excitement isn’t just trending with subscription boxes either. Unboxing videos routinely take a few of the top 10 spots on most-viewed YouTube watch lists, among the music videos from international superstars and the latest viral prank.

Even though the marketing model for subscription boxes seems to have everything that we as consumers want, some recent news has made many of these business owners wary. The subscription box business is not immune to the same dangers of other, more traditional businesses. Many of these companies have been reporting a dramatic slump in sales and must think of ways to increase sales. The subscription box market is severely saturated, with more than 2,000 different types of boxes to offer and steadily growing. Also, big companies such as Starbucks, Sephora, Macy’s, and Adidas are joining in the craze which is making the smaller companies lose steam rapidly.

What do you think the next step will be for these business owners to stay on top?

Digital Innovation, Market Information, Research

Retargeting Digital Strategy | Velocity Agency | New Orleans

Retargeting velocity agency new orleans advertising

How do you only display digital ads to users interested in your brand? The current solution is retargeting. Over the past decade, new online technologies have made it possible for websites to interact with your browser and privately track your navigation.

Retargeting or re-marketing aims to fix a problem most marketers face online: users abandoning or “bouncing” from their client’s site before completing an action (“converting”). Whether you want a user to buy a product, submit a form, and/or sign up for a newsletter, retargeting will follow your website visitors throughout their online sessions. Regardless of their navigation after visiting your site, tracking pixels allow your digital display ads to appear. Thus, increasing brand awareness to an interested user.

Because retargeting allows you to communicate with users that already visited your website, your creative should be dynamic and act as a reminder to come back. The creative should also reflect consistency with the specific pages visited. However, you need to be careful not to appear intrusive or you will lose the prospective customer/client.

As with everything online, some privacy concerns arise over retargeting practices. The technology basically adds a cookie to a user’s browser, which then follows the user around the Internet. This process is maintains personal anonymity, as no identifiable personal information is ever transferred or documented.

Like traditional digital display ads, retargeting allows you to track conversions and determine which creative is most effective. Also, reports show a dramatic drop in cost-per-click for retargeted content, as users that have visited your website are more likely to click your ads.

This technology can be used in various ways. An eCommerce site will benefit from targeting users that visit specific product pages and tackle shopping cart abandonment. In this case, ads can focus on further educating users about specific products, increasing probability of conversion.

Also, retargeting is widely utilized in email marketing campaigns. Once a user opens your eBlast, the process of tracking hyper-targeted display begins. As a byproduct, this increases user retention and attraction.

Remarketing is now a benchmark in effective and efficient digital marketing strategies. The immediate result of targeting interested users is an increase in conversion rates. Brand awareness is merely a starting point. Honing in on interested users narrows the conversion pathway and dramatically increases the possibility of increasing top-line revenues.

Velocity Agency is a digital marketing and advertising firm specializing in digital and internet marketing & advertising, print, web design, graphic design, film, and HD video promotion and post-production. Velocity serves clients all over the United States from our Metairie, LA office just outside of New Orleans by strategically implementing proprietary tools and techniques to get you the most conversions for your business through lead generation, cost-per-acquisition, and top line revenue.

Market Information, Professional Development

Developing your own Brand as a Marketing Agency | Velocity Agency | New Orleans

“If winning isn’t everything, why do they keep score?” – Vince Lombardi

Pro Tools, Adobe InDesign, and YouTube tutorials have made everyone a competitor in an already flooded industry. One of the most overlooked and underrated keys to success in this industry is to develop and maintain a strong personal brand. We so often focus on branding and marketing our clients and forget to market and brand ourselves.

What sets us apart? What differentiates our services? What makes us a better solution for current and potential clients than a kid in his underwear, sitting in his or her parents’ basement?

Branding is a way of defining your business to yourself, your team, and your external audiences; it embodies the core of what the business is and its values, not just what it looks and sounds like. Consumers and users of most businesses are so savvy today that they can see through most attempts by companies to gloss, spin or charm their way to sales. Moreover, the internet provides a level of transparency in the ever-increasing importance of online referrals and reviews. Consumers and users will perform their due diligence in researching service providers prior to committing to an Agency of Record contract.

In an industry built on trust and relationships, it is important to follow through with something when you say you are going to do it. You want people to see you as someone who is committed to their business. Being branded as a reliable partner is crucial. Review the services your business offers, pinpoint the space in the market it occupies, and research the emotive and rational needs of your consumers. Your brand character should promote your business, connect with your customer base, and differentiate you in the market.

Be remarkable!

According to renowned marketer and author, Seth Godin, “Today, the one sure way to fail is to be boring. Your one chance for success is to be remarkable.”

Seth’s “Purple Cow Theory:”

The essence of the Purple Cow – the reason it would shine among a crowd of perfectly competent, even undeniably excellent cows – is that it would be remarkable. Something remarkable is worth talking about, worth paying attention to. Boring stuff quickly becomes invisible.

Market where other’s aren’t. Set yourself apart.

There is exponential growth and profits in creating new demand in an uncontested market space. Find your niche. Rather than competing head to head with other providers in an existing industry, set yourself apart as an industry leader in a specific channel.

Most importantly, always consider your branding when communicating and providing a finished product.

Don’t lose your pride or dilute your brand with indiscriminate discounting. Try offering more and set yourself apart, rather than slashing prices. If you don’t value your brand, neither will your consumers or competitors. Stand for something you believe in and deliver when you are provided with the opportunity.

Your final product should stand for itself; your consumer’s results need to reinforce your brand positioning. Securing a new partner/client is only the tip of the spear. Retaining clients and creating long-term relationships is a byproduct of remarkable work, meeting and exceeding expectations.

Velocity Agency is a digital marketing and advertising firm specializing in digital and internet marketing & advertising, print, web design, graphic design, film, and HD video promotion and post-production. Velocity serves clients all over the United States from our Metairie, LA office just outside of New Orleans by strategically implementing proprietary tools and techniques to get you the most conversions for your business through lead generation, cost-per-acquisition, and top line revenue.

Social Media

MySpace Starts #TBT Campaign: Will It Work? | Velocity Agency

Myspace is giving long-time social media users the ultimate “throwback Thursday” experience.

The aged network has been trying to reach a new audience and take back their old one for almost 10 years, and are using your old, embarrassing MySpace photographs to do it.

Myspace new marketing trick

“Myspace has been reaching out to connect past users to re-engage them through personalized experience,” a spokesperson for MySpace stated in an interview with Mashable.

The site, which hit peak popularity in the early 2000’s are now e-mailing former MySpacer’s decade old photos of themselves labeled “the good, the rad, and what were you thinking?” with a link connecting to their old profiles.

Although a humorous and enjoyable marketing approach, will the personal touch land MySpace back in the elite networks?

Right now, no one can be sure. Within the past several years, the dated social site has been redesigned, updated, lost focused, regained focused and yet none of the reconstruction of MySpace has caused any stir in their low web traffic. A disappointing ranking of 982 total web traffic as of May 2014, to be exact, that has plateaued for roughly a year.

With all of the more modern sharing networks like Facebook, Twitter, Instagram, YouTube and Tumblr, there is intense pressure to keep up with the constant changes and MySpace has fallen behind to this concept. It isn’t just that the site itself is lacking in new features, but that the branding of the network is having trouble identifying its purpose. Formerly music-oriented, turned social engagement, flipped back to music-oriented, MySpace’s identity crisis could be playing a major role in the company’s failure to flourish. A flaw they’ve had since the company began in 2003.

The history of MySpace is not much of a story as it is a short chapter. Two music-loving computer nerds by the name of Chris DeWolfe and Tom Anderson joined forces to create one of the first big social networks. At first, MySpace was crushing it in the numbers. In 2006 it passed Google as most visited website in the U.S. which is mind-blowing if you consider Googles epic popularity today. Everyone who was Anyone had a Myspace page and tweens and teens relished in the creative freedom of choosing ones own music, fonts and backgrounds on their personalized page.

All was right in the world of Myspace until 2006 when Facebook showed up to the social network scene with the ultimate game-changer, and Myspace has been in a rapid decline ever since.

However, they haven’t given up just yet. Justin Timberlake has apparently taken up quite a bit of stock in the company (a rumored $35 million worth) and has put publicity plans into motion recently with a string of A-list celebrity attended parties and expensive advertisements.

Will all of these tactics work? Or is MySpace going to continue to be that expensive work-in-progress house that never quite gets finished? In the end it will all boil down to brand loyalty, from not only the investors but from previous users of MySpace. Maybe this time around we can keep our Ed Hardy trucker hats out of future pictures.

Velocity Agency is a digital marketing and advertising firm specializing in digital and internet marketing & advertising, print, web design, graphic design, film, and HD video promotion and post-production. Velocity serves clients all over the United States from our Metairie, LA office just outside of New Orleans by strategically implementing proprietary tools and techniques to get you the most conversions for your business through lead generation, cost-per-acquisition, and top line revenue.

Social Media

Be Careful What You Hashtag For…| VELOCITY AGENCY | NEW ORLEANS, LA

Be Careful What You Hashtag For

Someone call Olivia Pope. NYPD’s got a scandal on its hands.

There is no question about it. Marketing has expanded a great deal to include social media. Most companies already know this and have taken to Facebook, Twitter, and other social media outlets to increase their Internet presence, search engine optimization (SEO), and improve their Google score.

When Vice President Joe Biden’s Instagram account became known, it picked up a whopping 122,000 followers—not only because the account posted a selfie of Biden with President Barack Obama but also because the account caught the attention of Buzzfeed, a news and entertainment site popular with the 18-25 year-old crowd.

Social media management over at NYPD was looking to get the same kind of attention. But, as the white-hat-wearing Pope would say, one can’t just send out a message—one needs to control the narrative. On April 22nd, around noon, a tweet was sent out from the NYPD News Twitter account, prompting users to tweet a picture they might have of them with the NYPD, using the hashtag, #myNYPD.

Within a few hours, the hashtag was trending on Twitter and Facebook. Users were posting photos of police brutality, violence, and abuse under the hashtag #myNYPD. At its peak, the hashtag was being used about 16,000 times an hour according to hashtag.org.

The intention of the hashtag campaign was to find and feature a few of the best photos on the NYPD Facebook page. The hashtag took—though probably not in the positive way that it was intended—and now they have quite a selection to choose from.

Looking at the hashtag campaign from a marketing standpoint, the change in the message may not be that bad. The public often dislikes the police regardless because they associate them with the inevitable: tickets, arrests, traffic, sirens, antagonizing peaceful protestors, etc.

But, it’s not like the police is a client that needs to get re-hired for a job. The NYPD isn’t a restaurant or club that will go out of business because of bad press. The NYPD will just go on being disliked as they usually are, except now, they’ll have an incredible SEO score!

According to Tory Starr from PRI.org, the tweets alone launched a global discussion on police brutality—just another progressive step the people of the Internet have taken together.

So, what have we learned from this hashtag blowup? Record the events around you—they can give you a powerful voice and instill change. Also, mass communication means that your audience may turn your message into something completely different.

The #myNYPD publicity can go either in a positive or negative direction—we’ll have to wait and see what they do about the pictures of police brutality flooding the Internet. In the meantime, maybe Ms. Pope will swoop in and save the day.

Velocity Agency is a digital marketing and advertising firm specializing in digital and internet marketing & advertising, print, web design, graphic design, film, and HD video promotion and post-production. Velocity serves clients all over the United States from our Metairie, LA office just outside of New Orleans by strategically implementing proprietary tools and techniques to get you the most conversions for your business through lead generation, cost-per-acquisition, and top line revenue.

Digital Innovation, Market Information

Domain Authority: Is It Worth the Trouble? | Velocity Agency | New Orleans, LA

Having your online marketing efforts be successful in 2014 is a big deal. After all, web users around the globe are expected to drop $1.5 trillion this year on their favorite goods and services online. While you undoubtedly understand that great SEO, content marketing, and social media outreach are essential to your success in tapping into that huge revenue stream, you may not have heard about domain authority. If that is the case, you need to become familiar with the concept to start improving your business.

What is Domain Authority, and How is It Calculated?

To put it simply, your domain authority is a numerical score assigned to your website based on a number of factors. After running these factors through a complex scoring algorithm, your site is assigned a domain authority score out of 100 based on its authority in popular search algorithms, like Google PageRank.

How your domain authority is calculated depends on the service that’s doing the calculation. Generally, checkers will combine your total number of quality back-links, the number of rooted links, and any links your page uses from known authorities on various subjects. Just like popular search engine algorithms, domain authority checkers also take into consideration the relevance of your content and the amount of traffic flooding your site.

You need to keep in mind that your domain authority score has no impact on how you’ll appear in search engines. Instead, it’s an indication of how effective your web marketing efforts are. Why? As you’ve seen, your domain authority is simply a score that’s calculated based on your relevance, back-links, and the like; in other words, it’s completely dependent on the success of your SEO efforts.

Steps to Improve Your Own Domain Authority

Having said that, you might think that there is little value to your domain authority other than its use as a metrics tracking tool. However, you need to consider this: the higher your domain authority, the more likely it is you’ll place high in search engine results. Facebook.com, for instance, has a domain authority score of 100. That means anytime the site publishes a new piece of content, whether it’s an overview of a new app or news on the changes to their privacy policies, it is likely to shoot to the number one spot in Google results, ahead of any other listing resulting from a search for “Facebook.” If you want to improve your domain authority, you should focus on your SEO efforts overall, but there are a few specialized tactics you can take to grow your score:

  • Improve Onsite Content

Improving your onsite design, content, and functionality is a sure step toward an improved score. Keeping your interface clean, streamlining your design to improve your loading times, and keeping your links numerous but relevant, a key factor in any domain authority calculation, will go a long way in bringing that score up.

  • Combine Content Marketing with Social Media

61% of web users say that content marketing makes them more likely to buy from a company online, which is great for your revenue. However, content marketing can also have an impact on your domain authority. Quite simply, the better quality of content you write, the better chance you have of it being shared across social media, thereby building more links. By building your own presence on Facebook, Twitter, and other popular platforms, you further improve your chances of building these quality links.

Unlike other metrics, your domain authority score cannot easily be improved, but that doesn’t mean it’s not important for you to try. In general, better marketing efforts, whether in your content production team or through social media, will yield a better authority score, and that will go a long way in helping you get noticed online.

Velocity Agency is a digital marketing and advertising firm specializing in digital and internet marketing & advertising, print, web design, graphic design, film, and HD video promotion and post-production. Velocity serves clients all over the United States from our Metairie, LA office just outside of New Orleans by strategically implementing proprietary tools and techniques to get you the most conversions for your business through lead generation, cost-per-acquisition, and top line revenue.

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