The power of data & analytics is real. Combined with resourceful leadership, your brand will soar. But, sometimes even with great data & analytics in place, you may see performance softening. The best solution to address this? Our answer: testing.
At Media Horizons, we have always believed in the value of testing. By strategically testing, brands can further identify more active audiences, more effective channels, more relevant content, more precise geographic locations, and other areas for growth. In fact, targeting has never been so accurate, especially through the lens of direct response marketing.
However, we understand that what seemed new and innovative a few years ago may not be so relevant anymore. We thought it would be helpful to share new channels to test today – and how they can positively impact your omnichannel strategy.
Voice Search Optimization
As a form of SEO, it is the optimization of keywords and keyword phrases for searches using voice assistants (source: Tech Target). Think, “Hey Siri…”
Back in 2018, voice searches made up 20% of Google search queries (source: Tech Target). Today, 50% of the U.S. population use voice to search daily (source: UpCity via Oberlo). Not surprisingly, smartphones and smart speakers are the most popular devices for voice search, but watches, TVs and home appliances are slowly gaining momentum.
Voice Search is most easily tested with PPC. With PPC, marketers will receive more detailed reporting that can be used to optimize future search initiatives. We recommend starting with a smaller budget. This capability is well-suited for location-specific businesses as you’re able to test into query modifiers such as “near me,” “open now,” “local,” or “find me.”
Results from Voice Search tests can have numerous applications for brands, including website optimizations (i.e., content should be written in natural language to capitalize on how people speak), business intelligence on any differences in search queries using voice, and more.
Chat Bots
You’re likely most familiar with chat bots for customer service inquiries or scheduling appointments. However, chat bots are an interesting digital channel for marketers to test.
Officially, chat bots are “computer programs that use artificial intelligence (AI) and natural language processing (NLP) to understand customer questions and automate responses, simulating human conversation,” according to IBM. While they add efficiency to daily lives, what you may not know is that this technology is everywhere today. Because of this, brands can personalize more shopping experiences. (source: IBM). Chat bots have the power to improve customer engagement and brand loyalty, reduce costs and boost operational efficiency, generate leads, and increase customer satisfaction (source: IBM).
Consumers often use chat bots to locate retailers, restaurants and businesses. Therefore, there is a hyper local search element here. More specifically, chat bots are ideal for lead generation as they allow you to capture important prospect information for a sales team to follow up on. They are also available 24/7 which is a huge benefit for businesses.
Social Video Marketing
The idea of creating videos for marketing purposes. Therefore, the focus is on creating something engaging for social media (source: Medium). Today, consumers are consuming 2.5+ hours of video on a variety of platforms such as Snapchat, TikTok, Instagram, Facebook, Twitter, Reddit, and others (source: Statista, Techjury). As of this year, 93% of companies have acquired new customers via social media video (source: Sprout Social).
Video gets more exposure and engagement on Instagram specifically as the algorithm favors these assets. This allows you to get in front of potential consumers easier and at a higher frequency than with standard images. Video brings a level of personalization to your brand that helps connect better with your audience. Video is a powerful sales tool. It allows brands to showcase products or services in a dynamic way, adding valuable context that is not possible through a photo. Specifically, TikTok and Instagram Reels are booming. As younger generations come into shopping ages, it’s critical to have your brand present in the channels they are using. If you’re not testing these channels, you’re missing out.
Social video testing should be focused on creating engaging, quality content that resonates with your target audience – and have your audience engage with your brand.
Testing should always be part of your Marketing strategy, keeping your brand at at the forefront of new channels, technologies and customers.
Are you interested in learning more about which channels could be more impactful to your audiences? If so, contact us today for more information and a consultation.
Last month, RIS – Retail Info Systems reported, “To continue to grow profitably, retailers need to unlock new revenue opportunities.” We couldn’t agree more. Digital transformation and brands’ ability to adapt will augment success. We can help with this adaption.
