This blog post makes a start on our new year aim to practice what we preach – to get the digital pen to paper and write a regular blog post.
We’re taking a different approach this year on this website – our aim is to present a regular informal roundup of changes in marketing, thoughts about developments in tourism & business across the west coast of Scotland, as well as what is happening in our business. It’s informal, hardly edited and hopefully more conversational as it develops – possibly the origins of our own podcast (see below). We hope you like it…
In this post:
– we’re adapting our marketing strategies and tactics
– understanding consumer worldviews and the vernacular of marketing
– podcasts and the new voice revolution
– Facebook travel advertisements
This past week or so, our marketing team has been focussed on re-framing our marketing strategies and tactics for all clients, as we adapt to ever-changing audience behaviour and the general digital marketing landscape. Specifically, we’re adapting our approach to social media platforms as new features are launched and what social media users see in their social streams significantly changes (re huge Facebook algorithm announcement). We are particularly changing the type of content we publish, when/where we publish it to and doubling down on engagement.
Facebook Dynamic Ads for Travel
An exciting development within the vast world of Facebook advertising is the new Dynamic ads for Travel.
Dynamic ads for travel let you setup adverts to display across the Facebook, Instagram and Audience Network to people who are likely to take a trip. For example: if someone is looking up hotels but hasn’t made a reservation, dynamic ads for travel will allow you to automatically target them with a relevant ad based on things like their specific booking dates, their destination of choice and other types of trip details.
It’s early days and there aren’t any public data sources on its effectiveness but it’s certainly an exciting development for any business already used to using Facebook ads to reach new audiences and drive traffic. We’ll be trialling them as soon as we can.
You can read more about it here: https://www.facebook.com/business/learn/facebook-create-ad-dynamic-ads-travel
Worldview and Vernacular
Educating ourselves in our craft of marketing is an ongoing process and one of my personal tactics is to re-read some essential marketing tomes. This week I have gone back to Seth Godin’s 2005 classic – All marketers
are liars tell stories. In the book he discusses the importance of understanding the implications of peoples “worldview” and the vernacular of how we tell stories.
In our own business, we are almost constantly reminded of these two core principles as we engage with new clients. The worldview of an individual is the fundamental cognitive orientation of an individual, or as Seth explains “a consumers worldview affects the way he notices things and understands them. If a story is framed in terms of that worldview, he or she is more likely to believe it“.
So a worldview isn’t about who you are. It’s what you believe and what your biases are. It’s what you believe right now.
“People don’t want to change their worldview. They like it, they embrace it and they want it to be reinforced”
This is super important when thinking about the sort of messages, campaigns and website content we might want to create to make an impact on our ideal consumers.
The second principle to understand is vernacular. In the context of telling your story, it turns out that how the story is presented becomes far more important than the story itself. Therefore words, colours, typefaces, photographs, media, web design and packaging are all critical in how successful your story will impact on the audiences you are focussed on.
A new addition to the vernacular of marketing is voice, which leads us to another subject we have been looking at recently.
The voice revolution is back and this time it looks like it’s here for good. Hands up all those who bought an Alexa, Apple Homepod or similar device in the past 6 months? What are the implications for marketing? In short, we’re going to see an explosion on the voice search front and the implications are far-reaching – lots more on this topic in future posts.
Podcasts are an obvious first step and a natural development of content marketing, in relation to how the voice revolution will impact marketing. Recently I’ve personally been listening to more and more business podcasts and for those keen on social media you should check out Buffer’s podcast.
If you’ve not seen anything about GDPR (General Data Protection Regulation) come across your desk, you need to get informed. There are a number of decent articles on the subject which explain what the legislation is and what you should be doing.
That’s all for now folks! Thanks for reaching this far – if you got some value from this post, let me know via social media or maybe suggest topics you’d like to hear about? You can message us on Twitter or Instagram.