Category: Helpful Tips

How-To: Utilize Digital Marketing To Target Baby Boomers

The generation of Woodstock, women’s liberation, and the invention of television, baby boomers are a matured market ready to buy. Traditional marketing is often used to reach this audience, but contrary to popular belief, you can utilize more than billboards, radio spots, and brochures to resonate with boomers. Grabbing the attention of this demographic can be simple with the proper digital strategy in place.

 

Why Target Baby Boomers?

While using digital marketing to reach millennials seems like the perfect match, baby boomers are, on average, the ones with the most disposable income. Visa stated, “consumers over 50 now account for more than half of all U.S. spending. They are also responsible for more spending growth over the past decade than any other generation, including the coveted millennials.” With a generation not afraid to spend cash, it might be worth adding them to your target market.

 

Choose Your Platform Wisely 

Digital marketing is all about finding your audience where they are most likely to be. A Pew survey states that 68% of 50- to 64-year-olds and 46% of people age 65 or older are active on Facebook. This same Pew survey shows that only 23% of people age 50-64 and 8% of those 65 and older are active on Instagram. Knowing that more baby boomers are active on Facebook makes the choice easy of where you can advertise to reach them.

 

Utilizing Google Ads is also a great way to reach baby boomers, where they are actively searching for your product or service. According to Forbes, 96% of baby boomers use search engines as one of their top resources to gather information, making it a no-brainer to add to your marketing plan.

 

Copy Tips 

There are a few key tips to keep in mind regarding baby boomers and writing ads targeted to them. They don’t think of themselves as old; this means stay away from terms like “golden years” or “elderly” in your ads. This generation also can get easily confused with new-age slang terms. Steer clear of trendy new sayings if you want to avoid confusion or misunderstanding from your target audience.

 

Avoid Retargeting

While retargeting is a go-to popular digital marketing tactic that has shown proven results, it’s almost always best to stay away from it when it comes to baby boomers. Instead of seeing retargeting as convincing, they see it as intrusive and a breach of their privacy.

 


Tech Savvy

Compared to millennials, baby boomers were middle ages when the internet became a worldwide phenomenon. But that does not mean they haven’t learned a thing or two over the years. Forbes did a study that showed that people born between 1946 and 1964 are on their smartphones an average of 5 hours per day. This study suggests it’s important to make your marketing efforts both desktop and mobile-friendly when targeting boomers.

 

 

Keep it Simple

When you provide information that proves a product or service is worth their time, boomers tend to react positively. When writing copy, try using clear headings and bullet points that convey key benefits to this demographic.

 

With the most disposable income of any generation, and a rising online purchasing behavior, targeting baby boomers in your next campaign with these tips in mind will lead you to digital marketing success. For help with your next digital campaign, contact our team of experts today!  

 

iOS 14 ‘App Tracking Transparency’ Everything You Need To Know

iOS 14 ‘AppTrackingTransparency’ Everything You Need To Know

 

There is a lot of talk going around about Apple’s new iOS 14 update and what it means for businesses and advertisers alike. We are here to help you understand the update and prepare the best you can for its impending effects. 

 

What’s happening

This month, Apple is rolling out it’s new iOS 14 iPhone and iPad operating system. This new update allows users to choose who and how they can see their data. Apple will begin serving a “prompt” to the user when they open an app such as Facebook, Instagram, or Youtube, asking if they allow that app to track their personal usage. 

 

Why is this happening? 

Apple states this new update is not about limiting advertising or tracking; it’s about protecting users and giving them a choice of where and when they want to share their information. 

 

When is this happening?

Now! iOS 14 has already been rolled out, but the impact of ATT (App Tracking Transparency) on businesses and advertisers won’t likely be felt until a large number of Apple users actually go in and update their mobile devices, or purchase new ones. 

 

What’s the overall impact going to be? 

For the time being, we don’t expect much impact at all, that is, until enough users are using the iOS 14 update, giving us enough quantifiable data on how many people accept or reject apps from tracking them. 

 

What’s the impact on Facebook advertisers? 

The biggest impact for Facebook advertisers is limited targeting options and tracking. There are, however, some things you can prepare for now to mitigate these limitations. Tracking campaigns will have to live primarily within Google Analytics. If you have not set up a Google Analytics account to track your marketing efforts, now is the time. It’s completely free and has seemingly unlimited ways to use it to analyze campaigns. You can set up Google Analytics here.

 

If you are like many other advertisers, you might be worried about your retargeting campaigns’ future performance. Not to worry, some potential solutions include retargeting off of email lists or using Facebook custom audiences, to name a few.  

 

Is it just Facebook that’s impacted?

No. This iOS 14 update will impact all apps, not just Facebook, which includes other popular social media platforms and any other app that collects user data to build advertising or personalization within the app. However, Facebook has been the most vocal about this update and the negative impact on their users, specifically small businesses advertising on their platform. 

 

Apple’s User Privacy & Data Use Example

The new iOS 14 update will prompt apps to explain to users exactly what data they are using. Apple shared this example of what the new prompt will look like. 

 

 

 

 

 

 

 

 

 

 

 

 

Apple shared these examples of what types of tracking will warrant this new prompt to be shown to users:

 

  1. Displaying targeted advertisements in your app based on user data collected from apps and websites owned by other companies. 
  2. Sharing device location data or email lists with a data broker. 
  3. Sharing a list of emails, advertising IDs, or other IDs with a third-party advertising network that uses that information to retarget those users in other developers’ apps or to find similar users

 

User Options

When the user chooses to opt out of tracking, it’s expected this user will no longer receive personalized ads targeted to them. They will likely still see ads, they will just be less targeted to the specific user. It is expected that the user will still get an in-app personalized experience, for example, the app will remember where you left it and bring you back there when you re-enter that app. 

 

What Should You Do Now? 

While the new iOS 14 update means a big change in the advertising world, for most non-app install advertisers, we aren’t likely to see a change until middle to late 2021. The good news is, we have time to prepare. So what can you do now to get ahead of this change? 

 

  • Facebook announced it’s advertisers are now only allowed to only track 8 conversions per domain. This is only relevant if you use more than 8 conversion events per domain for optimizing and reporting. You will need to create an action plan on how to operate with only these 8 conversion events based on your business priorities. The good news is, according to Facebook, you will not need to make changes to the pixel or Conversions API.
  • Facebook also recommends verifying your domain. Domain verification establishes which Business Manager account has the authority to configure and prioritize the 8 available conversion events for a given domain.
  • Prepare for these changes in Facebook reporting
    1. 28-day click-through, 28-day view-through, and 7-day view-through attribution windows will not be supported. Historical data for these windows will remain accessible via the Ads Insights API.
    2. Statistical modeling will be used for certain attribution windows and metrics to account for less iOS 14 users’ data availability. 
    3. Certain attribution windows will have partial reporting, and metrics will not include all events from iOS 14 users. The in-product annotation will communicate when a metric is partial. This will launch in early 2021.
    4. Delivery and action breakdowns will not be supported for offsite conversion events.
    5. Offsite conversion events will be reported based on the time the conversions occur and not the time of ad impressions. As a result, you may notice small fluctuations in cost metrics.

 

Final Thoughts

 

The digital world is continuously changing, and we have to adapt with it. Our immediate goal is to implement alternative strategies that tap into first-party data or use data Facebook has available to us. Again, as we navigate the change and have more information at our fingertips, we’ll be able to better gauge how exactly this will impact our clients and will share more information at that time.

For now, we are preparing the best we can and will be ready for the change. If you are looking for additional help navigating this new update, let’s talk! Contact us here.

Tips for Staying Productive at Home

Tips for Staying Productive at Home

 

With the “new norm” calling for many businesses to remain working remotely for the foreseeable future, it can be difficult to remain motivated through all of the uncertainty.  When adding homeschooling kids, restless pets, and spouses that are also working from home, there are so many more distractors in our lives right now than we are normally accustomed to. To help, we’ve come up with a list of things you can do to continue to stay motivated and productive while working from home.

 

Sticking to a Routine

Creating a routine and sticking to it can help maintain healthy work habits. Do you like to run? Set aside time to go running every day before work. Do you like to drink coffee and watch the news? Make sure you set time aside for that. Creating a routine and sticking to it can lead to increased productivity and stability in your days.

 

Take Breaks

Working from home can often lead to blurred lines between your work-life balance.  It can become easy to work through lunch or check your email after hours.  It’s extremely important to shut the computer down and take full advantage of breaks and your time off just as you would in the office. This disconnection helps the mind become fully engaged once in work mode. To help ensure strict work-life balance, consider deleting your work email, messaging apps, or any other work-related connections you have from your phone so when you are away from your computer, you are fully disconnected.

 

Create a Dedicated Work Space

Working from home can produce different distractors than the office. Doubling your relaxing space as your workspace can lead to distractions and blurred work-life balance lines. Dedicating a space in your home to working (even if it’s just your kitchen table) can increase productivity and help keep a solid divider between working time and free time. This dedicated space can also act as a signal to your family that it’s work time and to limit distractions.

 

Ask for what you need

Asking your workplace for what you need to stay productive is so important to keep productivity at an all-time high.  If you work more efficiently with a second screen or utilize a certain piece of equipment at the office that you don’t have at home, ask your company if you can bring those supplies home. Chances are, they would want you to have the best possible work environment at home.

 

Stay Connected

Working from home can lead to less interaction between coworkers, less day-to-day water cooler banter, or before meeting chit chats, and it can become easy to feel disconnected.  Don’t be afraid to reach out to stay connected with co-workers! Popular business messaging apps can be used to shoot messages or get answers to questions more quickly and less formally than the typical email, making your days more productive.

 

Take Advantage

Working from home is a luxury many do not have! Take full advantage of all of the things you can do now that you are working from home. No commute time can leave you with hours of extra time to spend with your family, cook, clean, run, relax, do whatever you want to! Cook a crockpot meal because you will be home all day, do a couple of extra loads of laundry, enjoy the zero-commute time! Feeling productive outside of work can help move that motivation and productivity into work.

 

Move Around

Office life allows you to move around often. Going to get water, migrating to meetings, lunchtime coffee runs, etc. When at home it’s easy to just sit for hours tuned into your work. Get up and move around every once in a while. Movement and mental breaks can help you keep up productivity and health in the long run.

 

Get comfortable furniture

Seriously. Upgrade to comfortable furniture. You are working and living in the same space so why not invest in something that allows you to be at your comfiest every day.

 

Use a Planner

Planners might seem very grade school but it’s a great way to keep track of all things work, especially when you don’t have those little reminders you might get in the office. Keep work, meetings, content calendars, and more all nicely organized all in a planner!

 

Get a Good Pair of Headphones

If music helps you zone in on work, then investing in a good pair of headphones is the perfect investment for you. Noise cancellation headphones can help you drown out the distractors of every day and focus on your work.

 

During this time, we are all facing more than just your typical day working from home. Some are juggling working with homeschooling their kids, being caregivers, and so much more. Realize that if you aren’t as productive today as you are in the office, it’s okay. We are all navigating this uncharted territory together. Just take our motto, and these tips, and try your best to be better every day.