The Legal Industry Has Misused Video. Are You Guilty?

Legal

How many lawyer jokes can an industry endure before it loses all credibility? Fortunately, the nature of our legal system (and society as a whole) does all but ensure the longevity of lawyers and legal practices throughout our world. Facilitating everything from criminal and civil proceedings to real estate transactions, there are very few major events and acquisitions in our lives that reach completion without the aid of legal representation. And yet, the general public subscribes to the mass resentment of lawyers, as a whole.

With that in mind, it becomes apparent that there is a gap which needs to be bridged. One one side, we have prospective clients that are in need of legal services. On the other side, we have legal representation in need of clients. But the gap which rests in-between them is cavernous, lined with the cumulative distrust of countless generations.

As with any other industry, legal service providers require effective and strategic marketing initiatives in order to ensure their continued success. However, the legal industry is unique in its need to cultivate a sense of trustworthiness, as well as communicate the services that they offer.

If trust is the goal, it seems ironic that that most powerful tool by 2018 standards, is one that lawyers have been using for years, until (that is) we consider just how poorly they’ve been misusing it to-date. That’s right, we’re talking about video, and it’s about time that lawyers being to use it correctly.

 

Escaping the Stereotype

For the better part of four decades, television commercials promoting legal representation have been a staple of both daytime and late-night viewing. These spots usually feature a senior partner or figurehead, uncomfortably speaking in stilted rhythms and conveying an empathy towards whatever plight a prospective client might face. Viewed by the layperson as little more than modern ambulance chasing, such television spots aimed to humanize the principal(s) of successful firms while branding the viewer’s mind with a phone number or website. Of course, the latter goal often proved more successfully achieved than the former.

Thus, law firms serve as a pioneer of just how effectively video content can be in terms of making an otherwise unrelatable specialist or service provider, accessible to those who require their services. However, accessibility is only the first step of a modern marketing initiative, not the final destination.

Embracing a Wider Audience

As mentioned above, television spots seem to permeate daytime and late-night television. As such, one could argue that such airing caters almost exclusively to the unemployed, the entitled and the disenfranchised. Despite the success enjoyed by exploiting such a demographic, let us never forget that legal representation is required in most areas of our adult lives. With that in mind, we turn our attention to how law offices could embrace a wider audience that is equally (yet legitimately) in need of their services.

Traversing the Generation Gap

With the eldest of Generation Z entering the consumer marketplace at age 18 and the eldest of our population consisting of members of the Traditionalist generation, there are a wide range of legal services to be offered. From first-time homeowners to facilitation of one’s personal estate post-mortem, attorneys count Baby Boomers, Generation X, Y, Millennial and Post-Millennials among the generations they can build a clientele from. But how do you most effectively reach those audiences?

Enter digital marketing initiatives.

With the aging Traditionalists employing their Baby Boomer children as both legal proxies and beneficiaries, it’s import to recognize the latter generation’s ever-increasing use of the internet. A surprising prevalence of social media use and comfort with search engines as a means of modern research marks the evolution away from increasingly ineffective print ads, yellow pages, and television spots.

And as we reach Generation X and younger adults, we find consumers who almost exclusively utilize the internet for research, as we all as a primary means of sourcing reviews and securing service providers. With this in mind, what is the best means of making an impact in the infinite sea of online solicitations?

 

Proper Use of Video

Towards the tail end of 2017, it was reported that approximately 90% of corporate marketers either employed video content or had existing plans to incorporate it in their marketing initiatives for 2018.

And rightfully so. YouTube alone boasts over 1 billion consumers, making up approximately 1/3 of all online activity. With over 500 million hours of video content viewed each day, YouTube has become a go-to resource for both informational and commercial content. It’s really no surprise that businesses which employ video content tend to grow revenue as much as 49% faster than those business who don’t.

For attorneys and law offices, well-produced video content represents a powerful means of crafting a trust-based relationship while petitioning clientele. How? Let’s explore a few of the key video trends being employed in 2018.

 

Top 3 Video Marketing Trends for 2018

Going LIVE

LIVE video is offered on most social media platforms and is widely interpreted as being less-scripted and more organic in nature. Consider the impact felt if an educated attorney were to provide an impromptu explanation of services, especially ones that were topical to a specific audience or demographic. Abandoning the stilted solicitations of late night television spots, a well-spoken and responsive attorney could host live video content where questioned could be asked, answered and relationships built.

 

Animated Content

When creating informational content, it becomes important to find the right means of presenting information which laypeople might find confusing, or overwhelming. Considering the complicated nature of legal proceedings and transactions, prospective clients might find animated content a welcome alternative to lengthy, recited verbiage. The production of such content also shows a strong level of commitment and a desire to create a client-centric experience.

360 Video & VR

While the creation of an immersive digital environment may not seem a natural fit for legal solicitation, innovative marketers continue to find innovative ways to exploit growing trends such as 360 Video and Virtual Reality. Perhaps a digital tour of your upscale offices, for example, might prove enticing to potential clients.

No matter how you choose to employ video content in your marketing initiatives, you are making use of the strength of visual media. But if you have yet to incorporate such content, it cannot be overstated how much you are jeopardizing the continued success of your firm or practice. After all, clientele who rely on word-of-mouth or print ads diminish with each passing day. In order for any business to thrive, an effective online presence is required (not optional), and video content is the best means of maximizing that presence.

0 comments

Making the Dream of Home Ownership More Visible

Real Estate Agent
If asked to explain the motivation behind their choice of profession, a real estate agent might provide you with any number of reasons.

In many cases, real estate agents operate as independent contractors, granting themselves the often-coveted ability to ‘be their own boss.’ This empowers them to gain control over the growth of their business, and to build lasting relationships with satisfied clients which could lead to beneficial referrals and even repeat business down the road.

And it’s in those relationships where the role of a real estate agent is most easily romanticized. While many acquisitions of property are little more than business transactions, so many more represent the first stop of building a home or even building a life. They are the means by which we achieve a cornerstone of the American Dream. As such, one could argue that their symbiotic relationship with one of our major aspirational goals grants real estate agents a unique relationship with the consumer. They are, quite literally, selling a dream.

The real question for realtors is whether or not they are effectively presenting their ability to help homebuyers to achieve that dream. In a world that demands more than lawn-planted signs with a polished headshot, are they employing the most current digital marketing strategies to ensure that they are being seen and heard?

If your answer is based around a confirmation that you have a Facebook page, you’re probably guilty of “doing it wrong.” You need to aim higher, incorporating a multimedia strategy because, if increased visibility is your goal, what better way to achieve that goal than through a visual medium. And with that, let’s explore the power of video.

 

You Are Your Brand

As a realtor, the services which you offer are as much ‘the products’ being offered to the consumer as is the property itself. But what makes your product different from that of other realtors? Part of that is the strength of your brand and the consumer’s perception of it.

As you know, brand strength is built upon ease of recognition, positive testimonial, and consistent reinforcement. In years past, this might take the form of a house bought or sold by friends; its lawn adorned with a sign featuring your photo and the words “Another House Sold By…”. Satisfied praise of your professionalism would be showered through word of mouth, and that referral serves as the highest possible compliment.

While all of these steps are still relevant, the digital landscape of today’s business world provides even more effective tools for brand reinforcement. The need for a well-designed, informative and responsive website goes without saying; and the accessibility afforded by diligently-managed social media platforms might be your most versatile tool of all. Frankly, if these aren’t the cornerstones of your business model, you’re more-than-a-little “behind the times.” But when it comes to consistently reinforcing your brand recognition, there is an even more powerful tool at your disposal.

 

Video Marketing

How much time do you spend on YouTube? It is estimated that the average adult American spends a minimum of 1 hour a week viewing video content (and that’s a bare minimum). With over a billion users worldwide, YouTube accounts for approximately 1/3 of all internet use with 500 million hours of content consumed each day. And YouTube is just one platform upon which video can be experienced.

In 2018, studies showed that 9 out of 10 marketers either use or are integrating plans to use, video content as a cornerstone of their marketing strategy. With the American consumer base stretching from the aging Baby Boomers to the freshly-legal Generation Z, businesses need to ask themselves if they’re reaching those audiences as effectively as possible. That said, video is the means of doing so.

Through video marketing, a realtor is able to present themselves as accessible to a wider audience. Done properly, this can create a sense of acquaintance that makes initial meetings more relaxed. It can be informational, educating prospective clients in a relaxed manner, and establishing you as a priceless resource. And do we even need to go over the positive impact of video testimonials, endorsing both you and your services?

And while some forms of video content are best handled by professionals, many others are best-achieved through hand-held devices. A balance of both polished and relaxed content increases the accessibility of your message, appealing to a wider audience. And with that in mind, let’s look at three trends that you might want to explore!

 

Top 3 Video Marketing Trends for 2018

Going LIVE

Less scripted and organic, LIVE video streamed in real time can prove enticing to a social media audience, especially if the content and presentation is engaging. Consider the possibility of using a LIVE video to drive up interest in attendance for an open house. This could be especially effective when showcasing a choice property, teasing one or two of its strong features, generating excitement about what isn’t being seen.

 

360 Video & VR

Realtors understand the power of digital exploration better than most industries. The growing prevalence of virtual touring on property listings is proof perfect of what the expectations are of today’s consumers.

This experience can be upgraded, considering the advances and accessibility of VR technology. And 360 video is another means of spicing up a presentation, allowing the viewer to explore a property, while processing the verbiage.

 

Animated Content

For the first-time (and even repeat) home-buyer, the entire process can seem very confusing. A great tool for presenting complex information in a simplified manner is through animated content. Consider how effective an animated step-by-step could be in preparing a client for the journey they are about to embark upon. Imagine their appreciation, for how easy you made it for them.

These are just some ideas worth exploring, but it’s important to update your strategy for the widest possible audience. With that in mind, do you incorporate video content in your digital marketing initiatives?

0 comments

Take Two Minutes of Video & Call Me in the Morning

Healthcare Marketing

In today’s world, so many aspects of the Medical community draw the continual ire of the masses. From outrage over the profiteering practices of the Pharmaceutical industry to constant criticism of the costs associated with Health insurance providers, a large share of the general public has voiced a growing sense of detachment from the healthcare community, as a whole.

Regardless of both the perception from within the industry and the lack of actual influence over the industry enjoyed by the average consumer, it’s hard to discount the important role that marketing plays. And in terms of marketing initiatives, the medical community stands as a perfect example of the power of the visual medium. Why?

 

Appealing to the Generations

Of all consumer markets, the medical industry as a whole distinguishes itself by its near equal relationship with all consumers, regardless of age. From birth until death, people of all ages require medical attention, be it scheduled, preventative or emergency treatment. And prescribed medical treatments are distributed for physical, mental and emotional disorders across all generational demographics.

So how do you get the word out to such a diverse number of demographics? Whether advertisement or informational in nature, it stands to reason that digital marketing has the most payoff. Here’s why…

The eldest of all patients count themselves as members of the Traditionalist generation. With a large portion of these patients utilizing younger family members as beneficiaries and medical proxies, the burden of information falls predominantly on those between the ages of 54-72, the Baby Boomers. Previously the largest segment of our population, many Boomers have embraced the digital landscape with fervor, and are perfectly comfortable with online research. But if we accept the fact that 2/3 of the Baby Boomer generation are aged 60 and above, it becomes easy to see how the pattern will continue. As the Baby Boomers age to a point where they hold the senior demographic, Generation X will assert themselves as beneficiaries and proxies.

Enter your Digital Marketing initiatives. Once we get to Generation X, Y, Millennials, Post-Millennials and Generation Z, online marketing should be the lion’s share of your dedicated spend. And that spend should be diversified across multimedia platforms, to ensure that your message and/or educational content is infinitely accessible.

A major component of an effective online strategy consists of video content. As the preferred means of accessing information content by younger consumers, the statistics on video are staggering. Take YouTube for example; with over 1billion users worldwide; YouTube accounts for nearly 1/3 of ALL internet activity. Each day, users consume approximately 500 million hours of content, and nearly half of all internet users consume a minimum of one hour of content per week. With that in mind, is your consumer base getting their information from you…or receiving misinformation from a competitor?

 

Video Marketing

As we tiptoed into 2018, it was estimated that almost 90% of corporate marketers either include or have planned to integrate, video content into their marketing spend. Are you part of this 90%? And most importantly, are you already using video? If not, you’re already falling behind on the marketing trends that are solidifying the successful companies of tomorrow.

Do you realize that businesses that employ video content into their marketing strategy enjoy revenue growth up to 49% faster than non-video users?

Think of this in terms of pharmaceutical products. Regardless of your audience, it is unlikely that they’re aware of the products and the impact those products can have on their lives. They’re even less likely to be aware of products you might have in development or are ready for release. Whether directed at healthcare providers or the consumer themselves, well-produced video content can get their attention, serving up information in an accessible manner and starting the conversation about how your products might be ideal for treatment.

The same applies to healthcare services in general. Unless a patient has first-hand experience with treatment options or the array of services available to them, they may live in a state of blissful ignorance. Utilizing video content to communicate those options and services can empower a healthcare facility or medical practice, to communicate with their customers more effectively.

With that in mind, let’s take a look at current video marketing trends that every kind of company with the healthcare industry might consider utilizing, in order to remain on top of marketing trends.

 

Top 3 Video Marketing Trends for 2018

 

Going LIVE

The power of LIVE video content is that it allows for more informal, and organic interaction. Consider the possibilities for pharmaceutical companies, to produce content that humanizes them in the manner-yet-unseen. Or think of the impact a hospital administrator, or primary care physician could have on both existing and prospective patients, through interactive real-time videos. Accessibility is key to continued success in today’s digital marketing landscape, and LIVE videos could prove enduringly influential.

 

360 Video & VR

The ability to create an immersive and explorable digital environment allows a patient to grow comfortable with an environs that might otherwise be strange and unrelatable. Consider, for a moment, the intimidating nature of surgical procedures or medical research. With most major procedures preceded by an informational class, intended to help the patient grow comfortable with the events to follow, a digital exploration of surgical facilities might be a perfect translation of this video technology.

 

Animated Content

What better way to explore the benefits of treatment, than through accessible animated content. By presenting (what may be) complex ideas in a simplified visual manner, it becomes easier for the general layperson to both comprehend and embrace the options available to them.

While each of these approaches are proving HUGE for online marketing in 2018, we fully expect each of them to continue and evolve in the coming years. Visual Marketing is the future of any business’s online presence, and the medical community is well-served by this trend. It enables improved transparency and a more dynamic means of sharing of information, improving the general consumer’s comfort with, and trust of, the industry as a whole.

0 comments

Making Your Automotive Marketing Worth a Million Words

Automotive SEO

If seeking a real-world example of ‘necessary evil’, one could argue that ‘Marketing’ is a near-perfect choice. A crucial component of any business’s continued success, a well-realized and multi-tiered marketing initiative should be designed to communicate any (and all) messages, to any (and all) demographics, using the most effective platform for each.

Just last month, we were discussing some perspectives that are pertinent to any marketplace, be it automotive or otherwise. That discussion touched on the need to portion out a marketing spend between the various platforms, proportioning each based on their respective prioritization within your planned initiative. But with the dwindling Traditionalist generation soon to exist most consumer bases, and the Baby Boomer becoming more tech-savvy, it’s important to note that each day brings us closer to a unification of platforms.

And newsflash…that unification rests almost exclusively in the hands of younger consumers.

 

The New Superstars

For the first time in generations, adults and professionals alike might have little choice but to set aside their pride and admit a single (and somewhat disheartening) realization. Simply put, today’s youth (Millennials and Generation Z-ers, alike) are driving modern marketing techniques, and have a better inherent understanding of how to utilize technology to achieve greater success. And yes, we’re talking about video.

Consider for a moment, the (oft-lamented) rise of the Vine star. Statistically speaking, 71% of Vine users fell into the Millennial age group with nearly the entirety of the balance consisting of the younger Generation Z. While the short-form video platform only reached about 14% of the U.S. population, it equated to 100 million users worldwide on a monthly basis. If a marketer was planning to proactively target the up-and-coming generations of consumers, Vine certainly helped to solidify video as the ideal platform for doing so.

The impact of video becomes even clearer when we expand our study to include YouTube. With over 1 billion users, YouTube activity makes up approximate 1/3 of all internet use. More than 500 million hours of videos are watched on YouTube each day, and nearly half of all internet users watch than an hour of video content per week. Some even more…

For better or worse, Vine and YouTube are almost exclusively responsible for creating an entirely new industry, with monetized profiles earning millions of dollars (without actually offering a product or service). Of course, this comes as a result of advertisers’ realization that online videos and streaming represent the changing face of consumer engagement.

 

Video Marketing

It was estimated that, as of 2018, just shy of 90% of marketers either include, or plan to integrate, video content into their marketing spend. And right now, you’re either nodding your head confidently, knowing that you’re part of that group, or realizing that you are falling behind the curve of today’s marketing trends.

Over half of marketers worldwide agree that video content provides the best possible ROI, elaborating that businesses which utilize video content generate revenue up to 49% faster than non-video users.

Bottom-line, it doesn’t matter whether you’re a small business or a Fortune 500 company, if you’re not already integrating video content into your marketing strategy, you’re behind the times. To put that further into perspective, here are three examples of Video Marketing Trends for 2018, that you should already be utilizing in order for your marketing initiatives to be considered up-to-speed.

 

Top 3 Video Marketing Trends for 2018

Going LIVE

LIVE videos might be a gripe for personal social media users, since it means receiving an intrusive notification from friends and followers who might only be engaged in mundane activities of no interest to the viewer. But in a business sense, LIVE videos can be a means of engaging your customer base in an an organic and less-rehearsed manner. By presenting content real-time and (at least, relatively) unscripted, a presenter can engage customers in a manner that increases both accessibility and relatability. It can also assist in promoting special events, be it a Grand Opening, Sale, Limited Time Promotion or Holiday wishes. In a world where business aspire to create greater customer loyalty through stronger relationships, you might be surprised as just how effect LIVE videos can be.

 

360 Video & VR

With (or even without) the resurgence of VR technology, 360 Video has proven to be a captivating manner of creating a fully immersive experience. Can you remember the first time that you scrolled past a 360 photo in your Facebook newsfeed, and found yourself able to explore both the seen and unseen elements of that photo through motion, or the swipe of a finger. With the evolution of that technology to video format, we are now empowered to create even more engaging content that draws viewers into our digital landscape, acclimating them to our professional world.

 

Animated Content

Hardly a revolutionary idea, Animated Content has always been a means of simplifying complex ideas and presentation within a visual format. Accessible to the full spectrum of users, Animated Content can easily engage the viewer, and present content in a manner that is both easy to understand, retain and then apply. But, considering that animation has been around since the dawn of cinema, why is this a hot-button component of today’s marketing initiatives? The surge in popular comes from the ease in which such content can now be created, thanks to today’s technology. With most digital marketing teams employing (or outsourcing work to) skilled graphic designers, the use of Animated Content is usually at the fingertips of most companies, whether or not they realize it.

While each of these approaches are proving HUGE for online marketing in 2018, we expect them to grow in prevalence, continuing to evolve in the years to come. At the end of the day, Visual Marketing isn’t going anywhere, so if you’d like your company to thrive with the same sense of longevity, it’s crucial that you get on-board sooner, rather than later.

0 comments

Marketing “Higher Education”: What You Need to Know

higher-education

As an institution of higher learning, you are focused on the use of education to empower your students to find greater success in all fields of business. That said, you mustn’t lose sight of the need to empower your business to find greater success in all fields of education.

Simply put, this requires an ability to attract a greater number of promising students and educators. It means generating excitement about your school, using fresh and impactful strategies to position yourselves as one of the premier destinations for higher education.

That said, higher education is no longer a linear journey built exclusively for young adults. Today, the greatest achievements come from committed and passionate students of all ages, backgrounds, and demographics. Are you doing everything that you can to reach those particular students? Are you confident that you are, in fact, doing enough?

At the end of the day, your approach toacquiring prospective students and staff alike should be based on the unique demands of their generational identity. After all, you wouldn’t market to a ‘Generation Z’ candidate in the same manner as you would a ‘Generation X’ or ‘Baby Boomer’ Adult Learner.

With that in mind, let’s look at some of the inherent differences that exist within the generation gaps and how it should inform your digital marketing strategy.

 

Generation Z

The youngest group of potential applicants to your school will have been born after 1999. Classified  as ‘Generation Z,’ they are the product of a technology-driven society with a nearly hard-wired expectation of speed, constant accessibility and immediate results in all that they do.

That said, these tendencies have yielded some negative effects. According to a Nielsen Norman Group study, “Fast-moving teens are also less cautious than adults and make snap judgments; this leads to lower success. We measured a success rate of only 71 percent for teenage users compared to 83 percent for adults.”

Such statistics stress the importance of both brevity and clarity in all communication. In doing so, you are configuring your content to perform well on all platforms and to retain attention in the most effective way possible; and with that in mind, here are a few statistics that help to emphasize the importance of doing so. With that in mind, ‘Generation Z’ is…

More likely to give up on a poor-performing or slow-loading website. While they retain an appreciation for aesthetics, load speed, functionality, and navigability of a site are of higher importance.

With nearly 4/5 of Generation Z’ers (between the ages of 13-18) in possession of a smartphone, their connection to technology becomes clear. With this mind, the importance of responsive, mobile-friendly websites becomes clear (as if it wasn’t already, right?)

More likely to seek out video content, via YouTube or Streaming Services. If you’re relying upon traditional (read “soon-to-be outdated”) marketing platforms such as Network Television or Print Ads, you will miss this audience completely.

Instagram and Snapchat are the leading Social Media platforms of choice (at least until something new comes out). Utilizing Facebook or Twitter to reach ‘Generation Z’ will prove less effective.

And speaking of outdated platforms, would you be surprised to learn that email is considered exactly that? While it will still be actively employed in a professional sense, Generation Zers are approximately 3x more likely to open content sent in a Chat / Direct Message format, than in an email. While this may prove more difficult for solicitations, this is where high-quality, shareable content gains value.

 

Millennials

All too often, there is a tendency to dismiss anyone below the age of 25 as a millennial, which is incorrect on a number of levels. In fact, the eldest among the oft-criticized millennial demographic is now in their mid-30’s. Shocking, we know. That said, applicants born between the years of 1983 and 1999 fall under the millennial classification and represent the single largest living population of any group. With superior buying power and an ever-increasing influence over the decisions of both younger and older generations, the ‘millennial vote’ is one that all businesses would be wise to cater to.

In a study performed by Microsoft, it was determined that the average attention span had fallen from 12 seconds to 8 seconds between the years 2000-2015. This, combined with over 3/4 of millennials claiming that they default to their smartphone when nothing else is engaging their interest, reinforces the importance of brevity and clarity (as stated above).

In terms of Social Media, millennials utilize Facebook but also frequent Instagram, Snapchat, and Twitter with equal frequency having helped to solidify each one as a viable platform. That said, millennials aged 25-35 favor the former while those aged 19-24 favor the latter.

Between personal and professional use, millennial spend about 6 hours a day perusing emails. While the majority claim they preferred fewer emails, about 1/3 clarify their position by stating that they’d prefer less redundancy and more value in their email traffic. That said, abandon Spam tactics and look to tailored content, when utilizing email to reach this segment.

And remember, countless studies have established that nearly 80% of Millennials value experience over a material possession. That said, your strongest endorsement might come in communicating the quality of the experience your school can offer. By sharing the positive attributes of your culture and opportunities that are presented to your students, you’re more likely to gain traction.

 

Adult Learners

Whether Millennial, Generation X or Baby Boomers, recent decades have produced an ever-increasing number of adult learners. Represented, in many cases, by service men and women, former students who put their education on-hold in order to start a family, or individuals whose maturity has re-prioritized higher education in their lives, most adult learners come with a built-in sense of commitment. They are properly motivated by the goal of increasing t

That said, adult learners make up approximately 20% of the American workforce, and that number is expected to increase over the course of the next decade. In fact, it’s expected that by 2023 48% of the entire college population of the U.S. will consist of adult learners, over the age of 25.  Such a large segment of our population simply can’t be ignored and should be part of any marketing strategy.

In reaching this group, you should plan to employ a multi-media, multi-platform strategy including even tradition (read “soon-to-be outdated”) marketing platforms such as Print Ads and Network Television.

 

Are You Using the Correct Marketing Strategy?

In the grand scheme of modern commerce, education is no different than any other business field. It requires innovative marketing strategies, facilitated by skilled third-party professionals with their finger on the pulse of today’s consumer. After all, your potential audience is more diverse and more powerful than it has ever been. If you’re using a singular, “same-old, same-old” approach, you’re setting yourself up for failure. And in doing so, you’re only proving that there are far better institutions to educate those prospective students on how to be successful.

0 comments

Pharmaceutical Marketing: The Value in a Digital Partnership

Life scientist researching in the laboratory.

Projected to reach $1.12 trillion by 2022, the global pharmaceutical industry is slated for a 6.3% annual growth for the next four years, with most of that growth slated through 2020. And with a growing societal dependency on the products offered up by the industry, it feels fair to posit that such growth isn’t going to slow down any time soon.

That said, it’s hard to argue the existence of threats to the credibility of the industry.

As consumers, barely a day goes by when we don’t find ourselves exposed to a headline or conversation that makes us question the nature of the industry that we (affectionately?) refer to as “Big Pharma.” As a society, we walk a fine line between mass distrust and daily reliance upon the pharmaceutical industry, with so many of our diagnosed and undiagnosed troubles calling for either palliative or cure. From a consumer mindset, it certainly is a double-edged sword.

With that in mind, it’s equally hard to argue the need for effective marketing initiatives throughout all levels of the industry. While things are fairly well-managed and self-contained at the highest manufacturer levels, we have to wonder if enough is being done. The constant connectivity which is reinforced throughout every aspect today’s society leaves no industry or field exempt from the need for a well-realized Digital Marketing strategy; even a confidential and relatively self-sustained industry like pharmaceutical.

Because for every effective treatment, there seem to be multiple misdiagnoses; for every life-saving prescription offered, there are countless claims that we’re just ‘throwing pills at the problem.’ So, how do you battle the dichotomy?

 

Fight Disinformation

With accurate and easily accessible information that provides insight into the nature of the financial and developmental needs of the industry, as well as benefits to global health, we can create a more insightful narrative. We can empower a positive discourse on policy-making. Take, for example, the following facts from the International Federation of Pharmaceutical Manufacturers & Associations.

  • It takes 10-15 years to develop medicine or vaccine.
  • The research-based pharmaceutical industry currently spends over $149.8 billion on R&D per year.
  • In 2015, 56 new pharmaceutical compounds were launched, out of more than 7,000 in development.
  • From 2011-2015, the number of new chemical or biological compounds launched across the world market increased to 226, from 146 a decade earlier.
  • In 2014, 5 of the 11 leading global R&D firms were pharmaceutical companies with the following breakdown of disorder-specific drugs in development:
  • Cancer (1,919)
  • Cardiovascular Disease (563)
  • Neurology (1,308)
  • Infectious Diseases (1,261)

 

While the above statistics are only an example of the insight that could be shared, they speak to the perspective that can be gained about what the pharmaceutical industry has in development that the global society should be aware of.

Other insights might come in the form of the R&D Process, approximated breakdown of spend and some more in-depth exploration of the current pipeline. Granted, civilians can certainly dig for this information, but a more streamlined means of presenting it would benefit public perception. And if presented consistently across the industry by pharmaceutical manufacturers, health insurance providers and medical institutions alike, it would go a long way towards meeting an expectation of transparency and cultivating a sense of trust.

 

Straddling the Generation Gap

Depending on the demographic selected, there is a significant disparity in both (i) the types of medications most commonly prescribed to, and (ii) the proper platform to be used in presenting to the various generations of consumers.

In some cases, where certain drugs are more exclusive to a particular age range, this may benefit the pharmaceutical industry in terms of maximizing any marketing spend. But do you have the right strategy in place, in order to target the appropriate audience?

For example, the Traditionalist generation accounts for the eldest of consumer segments. This particular group, while diminishing every day, is one of the heaviest consumers of prescription medication and of both short and long-term medical care. They tend to rely on the advisement of their primary care physician and specialists, rather than perform their own research. They have the least familiarity with digital platforms and prefer traditional marketing methods such as local television and radio spots, as well as information provided in print.

The Baby Boomers who represent the second-largest segment, while aging into a progressively higher rate of pharmaceutical consumerism, have spent the majority of their lives following the Traditionalist mindset in terms of information-sharing. That said, many Boomers have found themselves comforting acclimating to the digital world around us. Best evidenced by the ever-growing number of smartphone and Facebook users, many Boomers have grown to enjoy the ease of accessibility to data, but may lack the digital savvy to weight fact from fiction in what they encounter. In a world of misinformation, proper guidance becomes a powerful tool in influencing this generation.

Generation X embodies the group most comfortable with the transition from an analog landscape to a digital one. Just as familiar with Google as they are with hours of research through the hardcopy encyclopedia of their youth, Gen-Z’ers are relative masters of research. In most cases, regardless of the product, they are aware of consumer insights and comparative alternatives that are available to them – naturally suspicious of unverified information made available on Social Media (especially Facebook). That said, their sources are varied, ranging from verifiable online sources to the traditional marketing methods that they grew up with.

Millennials represent the single largest segment of consumers and possess a symbiotic relationship with technology. Carrying an expectation of immediacy in all that they do, a fully-formed digital marketing initiative is critical to grabbing their attention (the span of which has reduced from 12 to 8 seconds, on average). After all, over 75% or Millennials admit to defaulting to their smartphones in the absence of other stimulation.

And finally, Generation Z, which is now stepping into adult consumerism. That said, they also represent a significant portion of Americans who live each day with the aid of prescribed medicine. With the promise of 6 or more decades as a continuing consumer, it becomes important for your strategy to embrace the evolving nature of technology. This means an awareness of every online tool and a familiarity with (what is becoming an) app-based society. Also, keep in mind that their choice of Social Media platforms is far more temperamental than the generations that preceded them.

 

Flip the ‘Script

Simply put, we are years past the point where any business should question the value of a digital strategy. From a well-designed, functional and responsive website that works on all devices to an organic social media presence, you must recognize the fact that both existing and prospective customers are looking for you. They are seeking information. And if you aren’t the one giving that information to them, you can rest assured that your competitors will be.

0 comments

Something to Consider In Order to Effectively Market Your Political Campaign

Silhouette policy before the microphone

In today’s confused, conflicted and ever-complicated world, the political landscape is littered with pre-existing landmines, as well as endless opportunities for self-sabotage. The danger of traversing such territory cannot (and should not) be minimized to anyone with political aspirations, making it crucial to have a prudent, effective and well-executed strategy.

While experienced campaign managers and political pundits make for the best advisors to an aspiring candidate, neither may be equipped to handle the rigorous digital marketing needs of a campaign. Now you might be asking yourself, “Digital Marketing?” but the simple truth is this: as a candidate for office, in any level, both you and your platform are little more than a product. And for that product to be consumed, your target audience must be aware of its existence and find it presented in the most appealing and engaging way possible. And in today’s 24/7 world of constant connectivity, they must be able to access (and consume) your product on their own time, and their own terms…with the demand that it be responsive, in real time.

While your advisors might be able to recite statistics on voter registration and legislative polling, the simple fact is this: just as you trust them to do what they do best, today’s campaigns require a skilled and trustworthy digital marketing partner, in order to be truly effective. Such a partner should provide a reliable source of multi-platform marketing, SEO, reputation management and understand the nuanced approach of reaching constituents of all-ages and applicable demographics.

With all of those considerations in mind, it’s arguably little surprise that political ad spending now exceeds $11.5 billion in the U.S. alone. So, how much is each vote costing you? And are you maximizing your spend with the best-thought-out strategy possible?

 

Straddling Voter Gen-Gap

With Generation Z having taken its first steps into voting service, a successful candidate must now appeal to the sensibilities of five separate generations, each with their own unique demands and expectations.

Generation Z, Millennials, Gen-X, Baby Boomers, and Traditionalists are defined by more than just differences in the core values which inform their voting. Perhaps the most significant difference comes in the variety of platforms a candidate must use in order to reach each respective group.

Granted there are certainly overlaps, especially with older generations’ growing comfort with technology. But the growing prevalence of smartphone use and increase of social media activity, across all age groups doesn’t necessarily align all voters with the same resources.

 

Generation Z

Born after 1999, Gen-Zers represent (not only) the youngest of registered voters but encompass the newest wave of voters to follow in the coming years. A product of a technology-driven society, this generation demands immediate results and constant accessibility but is burdened with a tendency to make snap judgments. This emphasizes the importance of both brevity and clarity, as well as making impactful contact using the right platform.

More likely to give up on a poor-performing or slow-loading website. While they retain an appreciation for aesthetics, load speed, functionality, and navigability of a site are of higher importance.

With nearly 4/5 of Generation Z’ers (between the ages of 13-18) in possession of a smartphone, their connection to technology becomes clear. With this mind, the importance of responsive, mobile-friendly websites becomes clear (as if it wasn’t already, right?)

More likely to seek out video content, via YouTube or Streaming Services. If you’re relying upon traditional (read “soon-to-be outdated”) marketing platforms such as Network Television or Print Ads, you will miss this audience completely.

Instagram and Snapchat are the leading Social Media platforms of choice (at least until something new comes out). Utilizing Facebook or Twitter to reach ‘Generation Z’ will prove less effective.

And speaking of outdated platforms, would you be surprised to learn that email is considered exactly that? While it will still be actively employed in a professional sense, Generation Z’ers are approximately 3x more likely to open content sent in a Chat / Direct Message format, than in an email. While this may prove more difficult for solicitations, this is where high-quality, shareable content gains value.

 

Millennials

Born between 1983 and 1998, the oft-criticized Millennial generation was the first to exceed the scale of the Baby Boomers, becoming the single largest group. With an ever-increasing influence and superior buying power, they are deserving of every candidate’s attention. H

In a study performed by Microsoft, it was determined that the average attention span had fallen from 12 seconds to 8 seconds between the years 2000-2015. This, combined with over 3/4 of millennials claiming that they default to their smartphone when nothing else is engaging their interest, reinforces the importance of brevity and clarity (as stated above).

In terms of Social Media, millennials utilize Facebook but also frequent Instagram, Snapchat, and Twitter with equal frequency having helped to solidify each one as a viable platform. That said, millennials aged 25-35 favor the former while those aged 19-24 favor the latter.

Between personal and professional use, millennial spend about 6 hours a day perusing emails. While the majority claim they preferred fewer emails, about 1/3 clarify their position by stating that they’d prefer less redundancy and more value in their email traffic. That said, abandon Spam tactics and look to tailored content, when utilizing email to reach this segment.

And remember, countless studies have established that nearly 80% of Millennials value experience over a material possession. That said, your strongest endorsement might come in communicating the promise of a change under your administration.

 

Generation X, Baby Boomers, and Traditionalists

Voters born 1982 and earlier, are best reached through a blended approach, consisting of the above as well as traditional marketing platforms. From Print Ads to Network Television, Streaming to Social Media. Reaching THIS the largest combined segment requires the most effort for the best payoff. Are you ready?

 

Are You Using the Correct Marketing Strategy?

Today’s political campaigns exist on multiple planes, running concurrently to yield maximum voter conversion. If your current strategy doesn’t incorporate Digital Marketing, SEO, Reputation Management and Social Media, you might be setting yourself up for failure.

To ensure that your campaign is reaching as many voters as possible, contact a skilled Digital Marketing team today.

0 comments

Real Estate Marketing with Wikimotive

Whether your presence within the local Real Estate marketplace is well-established, or if you’re a motivated new realtor looking to make a splash, your online presence is the most powerful tool that you have. And you might be surprised to learn how many of your competitors do (and don’t) recognize this.

With that in mind, Wikimotive’s online marketing services can offer you an unfair advantage. Our expertise in dynamic web design and search engine optimization, as well as in social media and reputation management will minimize the demands on your time while maximizing the leads that you can turn into trusted client relationships.

Website Design

More so than most every other service providers, realtors understand the importance of accessibility. Consider a lawn-mounted ‘For Sale’ (or even better, ‘Sold’) sign. Branded with corporate colors, emblazoned with contact information and (for those who truly understand the value of it) a photo of the realtor associated with the listing. Branding and accessibility matter.

Your online presence is an extension of your branding. Your website is likely to be the first place a potential client visits, and a well-designed, informative and helpful website sets the tone of their expectations. Wikimotive understands that these customers will come from all different walks, and our dynamic website design ensures that your site will operate as consistently on a mobile phone or tablet, as will on a desktop or laptop.

Search Engine Optimization

And in terms of accessibility, a great website is only as good as the traffic it receives. Do you realize that over 90% of today’s consumers will act based solely on the first page of their search results? With Google normally defaulting to 10 results, how confident are you that you’ll land on ‘Page One’?

Wikimotive’s SEO strategies help to ensure exactly that. And with superior placement, you will be immediately available to more potential clients than ever.

Social Media & Reputation Management

As a realtor, the service that you offer makes you instrumental in uniting someone’s dreams with reality. As poetic as it sounds, your success in doing so is solely a result of your effort; however, there are still other parties involved. And while most client relationships are likely to be overwhelmingly positive, others might not be so well-aligned.

And in today’s world, opinions quickly find their way into public social media posts and highly-trafficked online review sites. They could even find their way onto your business and personal pages. While any business welcomes positive reviews, a negative comment could dissuade prospective clientele from seeking your services.

At Wikimotive, we specialize in managing your online presence, providing you with a trusted partner dedicated to ensuring the strength of your firm’s public face.

Why Choose Wikimotive?

Simply put, the continued success of your business exists in two places: in your handshake, and online. Understanding the constant demands on your time, Wikimotive is committed to the services that we provide so that you can remain focused on the services that you provide. Why limit your potential success, by making your online presence a secondary thought? With Wikimotive on the job, you have a reliable partner who is dedicated to helping you, to help your valued clients.

0 comments

Without a Multi-Platform Strategy Your Dealership Will Fail. Here’s Why

Automotive SEO

In the ever-changing automotive world, we are faced with the constant evolution of both expectations and demands in all forms of commerce. And while we can adapt accordingly, the expectation of any business to straddle the various generational gaps makes it necessary to adjust our business model and marketing initiatives to operate on a number of levels. And by diversifying your marketing spend in a prudent manner, you can expect the best possible return on your investment.

In terms of generations, there are still a number of Traditionals (born through 1945) that are still buying cars every day. While this particular group is diminishing with each passing year, it is still a viable customer base as of 2018. Courting their hard-earned buying dollar requires the use of traditional marketing platforms, which offer little return in terms of reaching younger buyers. As such a multi-platform strategy is required because if we view the Traditionalist demographic as one of two bookends, our marketing must also be representative of its polar opposite: Generation Z.

These consumers (born 2000 and afterward) are now entering the consumer marketplace, propelled by an entirely different mindset. Having grown up in a technology-driven society, Gen-Z’ers come with a built-in expectation of immediate gratification. As with their senior citizen counterparts, reaching this audience requires an innate understanding of the platforms that make them most accessible, and engaged.

As a dealership, the question you need to ask yourself is whether you, not your marketing strategy incorporates a well-realized multi-platform strategy, designed to reach all prospective car buyers. And in terms of the ever-increasing digital demands of today’s consumers, you need to ask yourself if you are working with the right Digital Marketing partner. Why? Because any attempt to maintain staff, dedicated to each of these demographics, does nothing but increase your overhead, placing added burden of expectation upon your in-house staff.

With that burden in mind, let’s take a look at how generational diversity can prove challenging, and why enlisting a trusted Digital Marketing partner could be your best possible decision.

 

Changes in Technology

As of 2018, it is estimated that approximately 36% of the world’s population utilizes smartphone technology. While this may seem like a minority share of the populace, that percentage equates to around 2.5 billion users (an increase of nearly half-a-billion since 2016). That proves a powerful statement when you recognize what it means in terms of customer accessibility, especially since that number will court 2.9 billion by the year 2020.

Considering that the youngest Traditional will be 75 by 2020, it’s easy to recognizing the diminishing need for transitioning marketing. However, the youngest Baby Boomer will only be in their mid-50’s by that point. Still the second largest generation, the Boomers represent a huge revenue target for any business. And, much like their predecessors, Baby Boomers still rely on traditional marketing platforms such as print and radio ads, as well as television spots on local network affiliates. That said, they are a generation with a slow-yet-steady gravitation towards both smartphone and social media use. If we estimate that most people purchase vehicles into their mid-70’s, this means that the next twenty years will still require a mixed, multi-platform approach in order to maximize sales.

But what platforms can we expect to grow in prevalence in that time-frame? In all fairness, some may not even exist at this point. However, the Baby Boomers provide a perfect segue into the power of digital and social media marketing, as well as the importance of SEO and online reputation management.

 

Generation X

For Gen-X (born through the early-80’s) we see the most versatile of any demographic. Raised in an analog world, they have witnessed the integration of digital technology and have willingly adapted, with a foot firmly planted in each arena. Just as comfortably Google-ing information as they were sifting through the hardcopy encyclopedias, this generation will hold buying power for nearly four more decades.

That said, it is unlikely that Gen-X’ers will be as resistant to technology as their parents have been. The simple convenience that it provides makes it a favorable tool, to be used, albeit rarely relied upon. A Gen-X consumer is likely to research a purchase thoroughly before pulling the proverbial trigger. They will comparison shop. They will read consumer reviews. They will trust their own senses and instincts, over anything they read.

Catering to this generation of car buyers requires a helpful and comprehensive online presence, but also requires quality products, well-informed service, and a customer-centric buying experience.

 

Millennials

Ah, the oft-criticized (and just as often mis-defined) Millennial. Born between the early-80’s and 1996, this generation (along with the so-called ‘Post-Millennial’ subsection born through 1998) is far more connected to technology than any of their predecessors were. In fact, the of Millennials had experienced adolescence in a fully-connective world (all of which has been accounted for on Social Media).

For them, a mobile phone is far more than an accessory; it is an extension of their person, tethering them to the world as they have chosen to define it. They represent a decrease in attention span (estimated to have dropped from 12 to 8 seconds) with approximately 75% claiming that they default to their cellphone and social media when nothing else has stimulated them. Most interestingly, this is the generation most active in (and influenced by) online reviews, but will rarely travel beyond the first page of any search results.

Facebook (the platform favored by Gen-X and Baby Boomers) is still used by Millennials, although Twitter, Instagram, and SnapChat gain more of their attention. Emails are also used, but redundancy and SPAM tactics have diminished its reputation in their mind.

The largest generation in terms of population, Millennials will be your primary demographic for the next five decades or more. Catering to them requires thoughtful and well-designed digital marketing, which is best facilitated by a skilled partner, trained in all areas of digital, social and reputation management.

0 comments

Law Firms have enough to worry about without Legal Marketing

Each day, tens of thousands of Americans find themselves in need of legal representation; and as with any other product or service, their search for the right representation begins online. With that in mind, is your firm’s online presence positioned in a manner that makes you accessible to prospective clients?

Wikimotive offers an array of services designed to maximize your online presence, to deliver more quality leads to your doorstep.

Website Design

Never underestimate the impact that your website holds. It is the most important signpost that guides potential clients in need of your services, to you. Not only is it a means of contacting you, but it serves as a repository of information that depicts you as their ideal choice for legal representation.

In a recent poll, 4 out of 5 participants would select representation based on five pieces of criteria. Do you know what those are? At Wikimotive, we build your website with such consideration in mind, guaranteed to make the best possible first impression in an online search.

We also design the websites with all users in mind. As of 2018, over two-thirds of online searches were performed exclusively on smartphones. Our dynamic web design ensures that your website is as accessible and functional on a mobile device, as it would be a laptop or desktop computer.

Search Engine Optimization

But even the most comprehensive and well-designed of websites serves little purpose if it’s not immediately visible in an online search. In 2017, 46.8% of the global population performed an online search each day. By 2021, this figure is expected to increase to 53.7%. This year, that trend will equate to approximately 3.5 billion searches on a daily basis.

Why is this important? Two reasons. First, it is estimated that in 91% of online searches, the user will not look past the first page of results. Second, Google defaults to 10 results per page. How confident are you that your firm will land within the first ten results in an online search? Wikimotive can help.

Social Media & Reputation Management

Never underestimate the importance of managing your online presence in real time. Online reviews and social media posts are today’s “word of mouth,” and can be your best ally or your most threatening liability.

Wikimotive can help to ensure that your firm’s first impression is a positive one. Want to find out more about how our team of specialists can help your firm to look its best to prospective and returning clients? Contact us today.

Choose Wikimotive

At Wikimotive, we are dedicated to enhancing the positive impact of our clients’ online presence. Imagine the success you could enjoy from a substantial increase in the number of leads that you receive. With a firm to run and clients who demand (and deserve) every bit of your time, you need a team of professionals who can empower you to enjoy continued success. Let Wikimotive be that team.

0 comments