The Struggle Against Compelling Digital Marketing is Real
Guys, I’ll be honest. I’m a real sucker for a good Facebook ad. I watch a funny, compelling video about a random product, read through a slew of positive comments, and I’m like – I NEED THIS IN MY LIFE!
So far I’ve bought Blenders sunglasses, a Quip toothbrush, Ritual vitamins, Color Wow Dream Coat, a MyIntent bracelet, Hapari swimwear…I don’t even remember what else. Any day now I expect to pull the trigger on a Purple mattress or Piper Wai deodorant. Just because I love the ads.
It’s a real problem.
Worse still is that I’m happy with everything I’ve bought. If I was getting a bunch of crap, that would probably curb my addiction pretty quick. But alas. It’s all good.
And since I’m clicking on ads, I get more ads in my feed, not to mention retargeting ads everywhere I go. Damn you, Internet! You know me so well.
The good news is that I am not alone.
Once I see a compelling ad for something I didn’t know I needed, I launch a mini-investigation. Is this the best whatchamacallit out there? Are there better ones?
It used to be that people would only research big purchases – like a car or a TV – before buying. But now people research almost every purchase. Google reports that mobile searches for “best” anything have grown over 80% in the past two years.
Believe it or not, mobile searches for “best toothbrush” (I do enjoy my Quip) has increased by 100% in the past two years.
And not only are people searching for the best products, they want to see what others have to say. Over the past 2 years, mobile searches for “product reviews” have grown by 35%.
Man, I love reading product reviews. I also appreciate the companies that have good customer service people that answer comments online. If they can do it with wit, honesty and don’t just repeat the same pat response over and over, I’m sold.
The moral to this tale is 1.) I clearly need to spend less time online and 2.) digital marketing REALLY WORKS.
If you’re not seeing the kind of results you want from your digital marketing – whether SEO, PPC, social media ads, video marketing or specific campaigns, we should talk. This may be the golden age of digital marketing – it’s time to capitalize on all the people out there like me, who are eagerly awaiting whatever comes next.
Diane Callihan
With more than 20 years of experience writing for some of the country’s top brands, Diane helped to shape Roger West’s content strategy, lead generation, and PR efforts as Director of Marketing. She currently serves as President of Callihan Content Creation.