The Top 4 Internet Marketing Trends of 2013. Article from Construction Equipment Distribution Magazine February 2013 Edition.By Ed Steenman, Adjunct Professor at Seattle University and owner of Steenman Associates, a traditional and digital advertising services firm serving the retail and automotive marketing communities. Read Article
When we say we’ll go to just about any length for our clients, we’re not kidding. In this case, it was over 800 miles on one tank of fuel to demonstrate the fuel economy of the new 2012 Passat Volkswagen using a very non traditional digital approach. But we’d rather let our client Matt Welch, and the most prestigious automotive publication in the industry, AUTOMOTIVE NEWS tell you the story in this FRONT PAGE ARTICLE
P.S. The Passat the made the journey, and featured in the article, is happily parking just outside in my driveway and remains every bit as enjoyable to drive as the day we took the journey.
Some of us think everyone must have DVR’s and record programs. Not so.
• New research by Nielsen shows that 47% of homes have a Digital Video Recorder (DVR). That means 53% of homes do not have DVR’s.
• One year ago 43% of homes had DVR’s. Seven years ago only 8% of homes had DVR’s. So the percentage is growing.
• The only daypart that is significantly affected by DVR recording, and thus “time shifting” of programs, is prime time. Viewers do not tend to record programs like local news, game shows or sports. That means consumers see commercials in those programs on the days advertisers intend them to be seen.
• 90% of all TV viewing is live. In households that have DVR’s only 20% of viewing is time shifted.
• Only 44% of people who record programs skip commercials. Most DVR users do not skip commercials.
(Source: Nielsen Research, Leightman Research Group–a research firm in Durham, NH)
Drive Away Hunger Campaign Produced by Steenman Associates
If you see a bus with a giant goat going down the street, we admit it, we’re responsible. It’s all part of the new ‘Drive Away Hunger’ campaign for local Seattle Washington automotive dealership Campbell Nelson. Shown here are regular busses, oversize accordion busses and tails. This is a fully integrated traditional and digital media campaign which, in addition to the busses, includes television ads radio spots, internet advertising as well as a accompanying display in the two dealership showrooms. The campaign runs thru Jan 1 2013.
Thank you to the Associated Equipment Distributors (AED) team and dealers for inviting me back for the second year to present digital and internet marketing strategies at the AED executive conference in Chicago. The presentation covered a lot of ground including ZMOT, the importance of having a mobile strategy, how reaching today’s shoppers is about much more than just search, the new rules of reputation management and much more.
By now you’ve probably heard about the merger of Google Places and Google + into a new entity called Google+ Local.
Google touts the release of Google+ Local as “bringing the community of Google+ to local business owners around the world. “ They promote the fact that “with one listing, your business can now be found across Google search, maps, mobile and Google+, and that your customers can easily recommend your business to their friends, or tell the world about it with a review.” While one may agree with the idea of an integrated page, the customer recommendation and review piece has definitely undergone a significant changed and it is this change that has folks buzzing.
A new look for your Google Places page. But let’s first address changes to the basic look. The first thing you’ll notice is a new layout and design for the listing for your business. All your basic business information is still available. And as of this writing you’re still able to log in from the google business page, however, this may soon change to a single log-in from your G+ page.
A new ratings and review system. While your basic business information should not have changed, there are some things that look dramatically different. Most notably the rating ‘Stars’ are gone. Instead google, which bought restaurant-ratings guide Zagat last year, is integrating that rating service into Google+Local. The new service will utilize Zagat’s “poor-to-perfect” 0-to-30 rating scale and seeks to create pages for all known places, including businesses and even locations such as The Washington Monument (scored a “23”)
Built to review restaurants, here is guide to the ZAGAT ratings
26-30 extraordinary to perfection
21-25 very good to excellent
16-20 good to very good
11-15 fair to good
1-10 poor to fair
Biggest change: Google is now forcing people to use Google+in order to provide a review. This is the one change that’s most significant in my view. Starting now, in order to write a review, everyone needs to sign in to Google + (or create an account if they don’t already have one). This will likely (at least initially) make it harder to get your customers to review you using google (since they have to create a google + account first). One additional thing to note is that, in order to make a review “public” the reviewer needs to agree to let the review show their real name (tied to their google account). In addition to writing reviews, google will likely create added emphasis on the use of their ‘Plus 1” button.
Google Circles . Getting into the consideration set of potential customers will also start involving the need to be placed in Social Circles, via the Google Plus Circles feature. The more Plus 1′s, reviews, and circles you are in, the better your site will fare.
What you need to do. If you are a business owner, you should continue to manage your information in Google Places for Business. You’ll still be able to verify your basic listing data, make updates, and respond to reviews. For those who use AdWords Express, your ads will operate as normal as they’ll automatically redirect people to the destination you selected, or your current listing. Most importantly, make sure your customers understand how to write a review and how to rate your business. It’s really not all that different from what they are doing now having to sign into Yelp or other services. You’ll need to have your digital team become more active on Google+ to both monitor and help push the ranking of your new Google+ Local page.
We believe in community and the power of cause marketing so we are very gratified to have been able to help raise our client Campbell Nelson and their efforts to raise money for Jacobs Well, a housing project for transitional and battered women that is being built in North Seattle. Over $15,000 was raised as well as over 100 people coming out to a ‘Build Day’ last Saturday.
Thanks to KCMS Radio, Vision House and Campbell Nelson for allowing us to be a part of this very worthy cause.
“WINNING THE ZERO MOMENT OF TRUTH (April 2012 CED Magazine, by Ed Steenman)
It used to be simple. A customer would walk into your showroom or dealership looking to buy. They’d call you on the phone. Or, more recently, email you. But all of these instances of ‘first contact’ had one thing in common; they were two-way in that you actually got to participate in the conversation. But not today.
Allow me to set the stage. I travel a lot and it used to be a hassle to find a decent Hotel/Motel ‘on the fly’. No more. Now, I simply pull out my smart phone and make a decision based on the customer reviews, price and location. Did the place I decide to stay at (or more importantly did NOT choose) even get to participate in this decision? No, not in a traditional sense anyway.
Google, the fine folks most responsible for this new behavior, have coined a name for it. They call it ZERO MOMENT OF TRUTH – the ZERO referring to the fact that this new form on contact takes place BEFORE traditional FIRST contact. And in fact, they’ve published a 75 page book where they share their views of this new paradigm. Read CED/Steenman article here.”
Euro Moto 2012 has retained Steenman to handle the advertising for their upcoming event. Euro Moto 2012 is about riders, enthusiasts and those who are interested in motorsports. Unlike other shows that travel the country displaying motorsport products, Euro Moto is local with displays hosted by local dealers who know their products. From the new Ducati 848 Streetfighter to the new Moto Guzzi Café Racer, you can see everything new for 2012 at Euro Moto.
Euro Moto 2012
Lynnwood Convention Center