Next Generation Online Marketing Campaigns will Include Emotional Targeting

Digital Marketing SEM  Next Generation Online Marketing Campaigns will Include Emotional Targeting

Originally published when I worked at an Atlanta Digital Marketing Agency.

Facebook changed the online advertising targeting space by allowing businesses to target users based on interests, items they like, and locations they check into. This was a tremendous leap from Google Adwords, which was only allowing targeting based on location and search terms. Now companies are analyzing data to determine user emotions and are creating marketing campaigns that will attract customers from that. It’s one of the trending stories in social media this week.

Social Sentiment Indicators Used to Move Online Ad Campaigns into a New Generation

Digital Marketing SEM  Next Generation Online Marketing Campaigns will Include Emotional Targeting

“Paid Social” is an integral part of online marketing campaigns, but it’s primarily made up of targeting not only by location but also things like interests, job title, and estimated salary. Digital Marketing Orange CountyThe next generation of campaigns will focus on emotions. Sentiment indicators are being designed that analyze content such as online reviews to determine if the review was a happy experience for the user or another emotion. Other sentiment indicators try to understand why particular videos go viral. In a recent study, people who had a positive emotional response to a brand were 8.4 times more likely to trust the company and 7.1 more likely to purchase a product or service from that company.

Google Launches Mobile Scorecards and Impact Calculators to Test Page Load Times

Google has released Mobile Scorecard and Impact Calculator tools designed to provide web page speed stats on Mobile devices. The Mobile Scorecard will give the page loading speed of your company’s URL and compare it to your competitors. To translate that into lost revenue dollars, the Impact Calculator compares the difference in speed with The State of Online Retail Performance report from April 2017 which showed that for every second more that a page loads slowly, sales and conversions could be affected by as much as twenty percent. Basic guidelines recommend that a site load no more than five seconds on 3G phones and three seconds on 4G phones.

Voice Search Creating New Advertising Revenue Opportunities for Companies

Voice Search is making considerable advertising inroads because of digital assistants like Amazon’s Alexa and Google Home. Products or services are readily ordered through these devices and companies are seeing an uptick in revenues as a result. However, what are the ranking factors that the digital assistant uses to provide the answers to questions? Well, it turns out that some of the major factors include the authority of the domain and not necessarily the authority of the page where it finds the result. Other contributing factors include page load time, which allows the device to return an answer to the user faster. Surprisingly, web pages that are ranked highly via Search Engine Optimization on desktops also tend to rank highly in Voice Search.

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