The rapidly changing online world produces a raft of challenges for marketers. It used to be that the greatest challenge was producing enough stimulating content, now it seems the biggest challenge for marketers is producing enough demand for that content, getting traffic to it, and the holy grail; engagement. The other mammoth of a challenge is ROI; actually knowing for certain that you have achieved the required result in a cost effective way. Now, Engagement Marketing looks set to deliver on both fronts, in this article we see how it compares to Facebook and Survey Monkey.
As marketers, over the last 5 years we have seen declining results from Facebook and Google. When keyword planning for clients, sometimes the level of investment required for a decent Google Adwords campaign (when considering the conversion rate), doesn’t justify the spend.
Furthermore, organic search results continue to decline as Google pushes organic search results further and further down the page, as can be seen from the image below.
With the recent controversy around Google and YouTube in regards to advertising automation and mistargeting, it is safe to say that brands have concerns around the current Google advertising landscape.
Just last year, advertising behemoth P&G announced they are reducing their targeted advertising budget. P&G cited the limited effectiveness and lack of return on targeted advertising. The internet is flooded with it, and it’s easy to miscommunicate a brand with bad placement or targeting. As P&G’s brand manager Marc Pritchard recently said on the topic:
“All of us in this room bombard consumers with thousands of ads a day, subject them to endless ad load times, interrupt them with pop-ups, and overpopulate their screens and feeds with just plain bad work. Is it any wonder ad blockers are growing 40%?”
When it comes to Facebook the outlook is even bleaker, but this isn’t a shock. Facebook have been incrementally cutting back on organic reach for years, with brands and publishers being most affected. That decline in organic reach has forced more and more brands to invest in Facebook advertising campaigns and those campaigns have been steadily declining in effectiveness.
The challenge here is that brands are paying for the clicks, but they are not getting the engagement. Aside from being able to target audiences by basic demographic information and interests, it isn’t possible to find out detailed information about the individuals who have visited your site and how they have engaged with your advertisement.
Enter Engagement Marketing: a powerful tool in the arsenal of any marketing manager.
Engagement Marketing is essentially the new era of permission based marketing, and certainly there is permission built into its core.
Traditional permission marketing does not typically create immediate sales. Instead, it grabs a customer’s attention and begins a relationship. In permission marketing, the brand makes a promise to a customer in exchange for their attention; “we will do x” – in exchange for your attention. Then, the brand fulfills that promise and nothing else. The key is to do exactly what was promised, instead of presuming permission to sell more. Seth Godin first coined the phrase “permission marketing”; a strategy that is all about putting the power in the hands of the customer, rather than the brand.
Engagement marketing is where an online service or broker signs customers up who are willing to be paid a small amount to receive advertising and engage with brands. The latest companies to enter the space are slick and sophisticated; one such marketing service is Screen Dopamine. https://www.screendopamine.com.au/
The primary methods and uses of Engagement Marketing are:
* Getting video views where a customer actually watches the video.
* Stimulating website visits from customers who interact with what’s on the page.
* Acquiring completed, detailed, surveys.
* Distributing digital downloads that customers engage with.
Consumers earn credits in return for engaging with campaigns. These credits can be cashed out, or exchanged for gift cards with major retailers. Users of the platform can earn up to $12 per hour pro-rata and can multiply that by two or three times through referrals. Not a bad rate considering that they can engage with brands anywhere and anytime, whether it is the comfort of the couch or on the commute to work.
The consumers must enter detailed demographic information to get started. Not just age, sex, or geographical location, but also income levels, household info, the state of their health, marital status, pet ownership, even the quality of their eyesight. This enables brands to very accurately target potential customers who would be right for their campaigns.
Advertisers or brands can get a free business listing with Screen Dopamine, and a campaign can be run from as little as $3 a day. This priceguarantees 150 engagements per month, and the entire system is scalable to achieve millions of engagements in a single month. Once listed, brands create a campaign and select the target audience. The details of the campaign are posted to consumers, who then elect to participate if they wish, and are paid for their time if they do.
The critical element here is engagement. Customers are asked a verification question after they have engaged with the campaign to ensure they have actively participated. The campaigns last for 4 weeks, but often the target number for the campaign is reached within the first week.
Instead of sending advertisements to the consumers, Screen Dopamine sends consumers to the advertisers. Screen Dopamine skips the bots and the algorithms, instead paying the customer to connect directly with brands.
MiNimus, an Australian finance technology start-up, recently put Engagement Marketing to the test after disappointing results with traditional targeted advertising. MiNimus needed a survey completed by potential customers and initially they tried Facebook and Survey Monkey but both channels proved ineffective and expensive. MiNimus spent $20 on a week-long campaign with Facebook, attempting to acquire completed surveys through Survey Monkey. The Facebook campaign netted 3000 impressions and 0 completed surveys. Survey Monkey could guarantee 150 responses, but to reach an Australian audience the cost was $874.50 ($5.83 per survey).
As such, MiNimus turned to Screen Dopamine to try Engagement Marketing. They signed on for the minimum 4 week campaign that guaranteed their survey to have 150 engagements.
MiNimus committed to the minimum 4 week campaign at $3 per day ($84 total). Within their first week with Screen Dopamine, MiNimus were provided the promised 150 completed surveys along with detailed demographic data from respondents.
The difference in price and performance was night and day. Not only did MiNimus get great intel from their survey, but by using Engagement Marketing, they also got incredibly detailed demographic information from those that had interacted; their potential customer base.
Engagement Marketing is the marketing wave of the future. Like the rise in Influencer Marketing, it will most likely evolve and grow as quickly as adblockers. Consumers are gaining more control and are asserting their choice when it comes to advertising. With Engagement Marketing, both the brand and the consumer are happy, quid pro quo as they say.
If your business could use a bit of a boost why not check out Screen Dopamine. It’s free to create a business profile. www.screendopamine.com.au/business