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Authority and Reputation Positioning

Authority and Reputation Positioning

Establishing yourself as an authority within your industry allows you to pave the way for industry developments, rather than following in others’ footsteps. At one point, the leading industry authority may have been the business with the biggest ad budget. A prospective customer 30 years ago may have flipped through the yellow pages and settled with the first listed company. With the rise of the Internet, it’s become increasingly difficult to create customer trust and loyalty.

An industry authority holds a unique type of responsibility that exceeds simply having expert knowledge. Their wisdom is specialized and personalized, allowing them to make decisions to move the industry in a specific direction.

Being an authority in your industry gives you credibility.

According to Zipf’s Law, consumers’ verbalized preference of a brand directly correlates with their actual buying habits. They’ll intentionally narrow their possible choices of a brand until there are a couple preferred products. In other words, the companies which have established enough rapport will be the competitors who remain. Lesser known brands will no longer be the choice of consumers. If your company is the one they think of when they think of that industry, it will be the one that customers continue to go to.

Developing this trust is vital because it turns one-time customers into lifetime customers. Loyalty creates shorter sales cycles by reducing any doubt or worry potential clients may have about working with you, and develops long-term relationships that develop a consistent revenue stream. In essence, authority leads to brand recognition, and in turn, profitability.

There a few steps you can take to becoming an authority in your industry:

  • Develop a specialization. Companies that have a specific niche focus have a specific client focus. Specialization allows you to personally cater to clients.
  • Choose the right channels of communication. Understanding the demographic of your audience will allow you to better know where they’re getting their information from and develop a relationship with them. What social media sites do they use most? Do they respond better to videos or images?
  • Understand what your clients value. Knowing the age of your target audience is one thing, but understanding their behavior is just as important. Creating a psychographic profile your audience will help you provide a product or service that they value.
  • Don’t be afraid to take risks. As an authority, you’re not following the status quo. You’re setting it, allowing others in your industry to follow your lead.
  • Address industry changes openly. Be innovative; being an authority in your industry isn’t going to come from doing what every other company is doing.

Studies have shown time and time again that when bombarded with choices, customers will go with the product brand they’re familiar with. In the same way that a customer in a grocery store will pick up the Heinz ketchup bottle because they recognize the brand, your customers will rely on the authority in your industry. Developing trust and establishing yourself as an authority is key to building customer loyalty.

Push Notifications, How They Drive Engagement in Mobile Apps

Push Notifications, How They Drive Engagement in Mobile Apps

An ever-growing mobile audience is challenging the mechanisms needed for marketers to interact with the audience’s fluid movement. Desktop Marketing finds itself struggling to keep up with the quick pace and instantaneous engagement on mobile devices. Despite the statistic that desktop still accounts for 42% of internet time. Web push notifications, also known as browser push notifications, are a new channel of marketing that brings the personalization of the mobile medium to the desktop.

Web push notifications are pop-up messages from a website that, when clicked, send the user to a specific link (for example, a new blog post). They’re not the same thing as web notifications, which are active only on an open web page. Instead, web push acts much like mobile application notifications, which are initiated only when the user gives permission to receive them. After the user gives permission, the company can send push notifications at any time, even if the website isn’t open in the browser.

A clean example of this is when a newspaper can notify its readers about the content of the most recently posted story. This immediate interaction helps to provide additional context to the story at hand.

Unlike the more common medium of email marketing, web push allows websites to engage users without having their contact information. Users are more likely to opt-in to the push notifications because they’re generally less invasive and make it easier to unsubscribe. Research has shown that less than 10% of users who opt-in for web push notifications unsubscribe within a year. This is despite the ease of opting out.

These are not the only benefits to using web push notifications:

  • Web push notifications deliver immediately to users, eliminating the possibility of being sent to a spam folder, like email.
  • Web push notifications have conversion rates 30 times that of email.
  • Push notifications are less content-heavy (generally between 40-120 characters) and better appeal to the shortened attention span of the consumer audience.
  • Web push offers the benefit of mobile app push notifications without investing money in developing an app.

Web push is supported by Safari 7.0.3, Chrome 42, and Mozilla Firefox. The channel continues to grow, pushing email marketing to the wayside and offering companies a more direct and concise avenue of communication with consumers. While there is yet to be much research on the direct success rate of websites using web push notifications, it is expected that it will be close to that of push notifications in mobile apps, which boost engagement by a notable 88%.

Web push notifications allow for a low-profile and noninvasive way to communicate with customers. Its low cost makes it a great investment for small and medium-sized businesses, so we can expect it to be on the uprise within the coming years.

Bluetooth Low-Energy (BLE) Beacons Are Making Mobile Apps Smarter

Bluetooth Low-Energy (BLE) Beacons Are Making Mobile Apps Smarter

Advertisements today can be overwhelming to consumers. Especially in the last decade as advertising has come to focus upon online consumerism, customers are constantly bombarded with popups for the latest and greatest products. The negative response to this shift in marketing has led to a need for innovative and unique technologies that avoid overwhelming consumers while still reaching an audience. Indoor location technologies, such as Bluetooth Low-Energy (BLE) Beacons, is one of these innovative designs.

What are BLE Beacons?

Bluetooth Beacons are wireless devices that draw attention to a specific location, within a finite space. A clear example of a beacon is a lighthouse: its light draws attention from offshore ships, letting the ships know their distance from the lighthouse and the shore. Bluetooth Beacons do the same thing in a virtual environment, allowing brick-and-mortar businesses to send out signals to mobile devices in the immediate area.

Bluetooth Low-Energy Beacons, also known as Bluetooth 4.0, are just as their name suggests. They do the same thing in practice while maintaining low energy consumption.

How do BLE Beacons work?

The wireless device draws attention to its location by periodically putting out a radio signal. This radio signal consists of a small packet of data, usually advertisements. A beacon at a sports store, for example, might periodically send signals for current deals on hiking boots. Compatible mobile devices within close proximity to the beacon (usually about 100 meters) would then receive those advertisements, triggering applications to prompt responses like push messages or actions.

Why use a BLE Beacon?

Bluetooth Beacons, in general, allow businesses to deliver highly contextualized and personalized advertisements to their customers. Unlike other indoor location technologies such as GPS and NFC, Beacons are hyper-localized and specified for indoor environments. This means that the customer isn’t going to get advertisements for every store in the mall, but they also don’t need to be standing directly next to a product to receive an advertisement.

BLE Beacons also cost 60-80% cheaper than classic Bluetooth Beacons (although classic Bluetooth is recommended for more complex applications). Their low-energy consumption allows them to last much longer than the classic Bluetooth Beacon. The BLE Beacon stays in sleep mode unless it is actively configuring a connection, so it can last up to 3 years on one coin-cell sized battery.

Who benefits from using BLE Beacons?

Both Classic Bluetooth and BLE Beacons can be beneficial to a company. Classic Bluetooth can handle larger amounts of data, but BLE Beacons are ideal for transmitting advertisements to applications that periodically use small amounts of data. This, in addition to their low-energy consumption and cheaper cost, means that small businesses may benefit from using a BLE model over classic Bluetooth location technology.

The value of in-store retail sales influenced by beacon technology increased by $40 million between 2015 and 2016. The benefit of being able to personalize advertisements to customers continues to appeal to businesses, and it’s expected that 4.5 million beacons will be active by 2018.

Top NYC Tech Conferences in 2017

Top NYC Tech Conferences in 2017

New York City is a massive hub for the technology and marketing industries. As home to so many successful companies, the Big Apple is the natural gathering spot for some of the biggest tech industry shows and conferences. 2017 is bound to be another dynamic year for the digital advertising industry. Here are the shows you may want to visit this year:

Top 5 Tech Shows in NYC for 2017:

  • Industry Preview — January 18-19. Industry Preview prepares digital marketing professionals for marketing technology in 2017. Senior executives from companies including Google and Facebook offer insight into upcoming changes and how to use their platforms to benefit your business through online marketing strategies.
  • Social Media Week — February 27-March 3. You won’t want to miss this week chock full of education and networking. Social Media Week will cover everything from content marketing to data and analytics. Get up to date on the latest social media trends and learn to use them to benefit your business. Industry leaders will share strategies to use technology and digital marketing to grow your company.
  • Digital Strategy Innovation Summit — March 21-22. This conference focusing on digital marketing strategies features senior executives from companies ahead of the curve in technology and marketing. Attendees will learn about optimizing digital platforms for businesses and using digital strategies to build trust with consumers.
  • Search Marketing Expo /SMX – East — October 24-26. This digital marketing conference will dig deep into Search Engine Optimization and Search Engine Marketing strategies. Sessions vary from introductory lessons for those new to SEO to advanced discussions for those familiar with the lingo. This conference will teach you all you need to know about how to use SEM to benefit your business.
  • New York Business Expo & Conference — November 10. This annual business conference is geared toward small businesses. Attendees will have the opportunity to network with other small business owners and gain in-depth training and knowledge. Education and teaching will focus on sales, marketing, financing, social media strategies, and businesses startup and growth. This event designed for small and mid-size businesses will offer the perfect strategies to jumpstart your business in 2017.

Whether you’re looking for an overview of the top digital marketing trends or an in-depth education on SEO, New York City is the place to find it. These top conferences offer an excellent way to learn from the best in the industry and connect with other professionals in marketing and technology.