Having a hard sell? Look no further than your approach. Consumers want to buy into an experience. It is how the younger demographic takes in information. Your company needs them for survival.
Entrepreneurs who use older methods of advertising are missing entire demographic segments. I constantly view websites that do not obtain decent bounce rates because they are filling their webpages with words. Over fifty percent of those in the marketing industry know that photos and video streaming are trusted more by consumers than any written content. It is also a proven fact that consumers process visual examples faster than text. Entrepreneurs trying to improve bounce rates need to add videos and photographic experiences to accomplish this task.
Secondly, how often do entrepreneurs observe their website analytic data? If you observe organic searches are driving the majority of your website impressions, but social media is only creating a small portion of the unique sessions this data should correlate how to delegate advertising funds. Additionally, which languages, technology devices, locations, etc. are reflected by the analytic data? For example, if 36% of the individuals accessing your website speak another language. This knowledge could be used to offer website content in their language. Digital media campaigns should be interactive to gain consumer perspective as it relates to your product or service.
I am surprised that my digital communications legal case snapshot came to a climax already this week. I recently reported about the fact that digital streaming hasn’t been around that long in relation to other forms of communication such as newspapers, TV, radio, etc. and that new laws were being created as events unfold.
Honestly, I wasn’t completely in shock when I received a recent bill from a digital streaming service provider stating that my rates were going up. The bill gave a detailed description about how my bill would be going up approximately 6% due to a new royalty fee. So why is this new “Royalty fee” appearing now?? The statement said that I wasn’t charged in 2016 or in 2017. So why now?
A quick breakdown of the changes for you, in 1972 a law was passed by Congress that required radio stations to pay royalty fees to recording artists for music recorded after 1972. Royalties for music recorded pre 1972 was to be determined by the states individually. In 1995 as the age of digital streaming became mainstream a new law was put in place to protect recording artists. However, the law was rather vague and failed to address the previous law passed by Congress. A group called the “Turtles” sued one of the digital streaming companies and eventually won. The service provider had to pay the group $99M. Other recording artists filed legal cases and won. As a result, the digital streaming service had to pay $210M in royalties. (Jacobson, 2016).
The “royalty fees” are now showing up on consumer’s statements, but why now? The reason is that this particular digital streaming service won an agreement right to play music as they normally do through 2017, after that a royalties agreement would be put in place effective until 2022. It would then have to be revisited by both parties at the end of the agreement. (Marks, 2018)
How do you feel about the new charge? As a consumer should you have to pay for their royalty fees?
Jacobson, E. (2016, December 29). Music Industry Cases To Watch In 2017. Retrieved February 10th, 2018, from http://www.forbes.com
Marks, S. (2018, February 12). SirusXM: A Success Story (So Why Are They Still Paying Below Market Royalty Rates to Music Creators??). Retrieved February 11th, 2018, from http://www.riaa.com
I will probably catch quite a bit of flack for this post. I am a white female who came from a hardscrabble town. My parents, although divorced shared a common ground on things that they disliked. One of those things was racism in any form. They strictly forbid me from a very young age to have any friends who verbally, mentally or otherwise oppressed others with their words or actions. My father is deceased, but I can still distinctly remember his lessons about life that are now decades old. He explained that if I ever encountered anyone who ever made a comment about another person’s ethnicity, or otherwise that they weren’t very intelligent. He said, “You can’t argue with the stupid honey. They aren’t open minded enough to see things from another person’s perspective. Just get up, move and don’t associate with them ever again”. I am no longer a shy or timid girl from a small town. I now out people for their ignorant comments and hold them accountable. Again, his advice was from decades past.
So I find myself taking in media content this morning that directly groups me with those who DEFINITELY don’t share my perspective. I have never in my life wanted to see anyone or any ethnic group oppressed. I have had to work extremely hard to succeed…no silver spoon was ever in this mouth. I love working in a multicultural environment and learning about other people and their culture. I will also add that I find soft bigotry absolutely disgusting as well. Although I am white my immediate family is actually comprised of many different ethnic groups. When you first meet me you don’t know this fact. All that you see is a white female and the stereotypes that go along with it.
How can we as a society hold mass media accountable for grouping people where they frequently don’t belong?
I have always loved looking at illuminated manuscripts. I am intrigued by the fact that they helped to keep written language alive. However, they also represent the fact that the majority of people during that time were oppressed. Literacy was a luxury only a few could afford.
If we fast forward to today history is repeating itself. Some forms of literacy are still out of reach for those of lower socio economic status. The digital divide is here.
Globally certain regions do not have the fiber optic capabilities that the developed world currently utilizes. Additionally, some governments censor social media content and internet access in an effort to spin their own propaganda. The majority of the developed world has internet and social media access. Unfortunately, undeveloped countries are reflecting digital data usage that has been relatively stagnant for the past twenty years.
Socially, certain demographics have less access to digital media primarily due to finances. They can not afford an internet provider or even a device to access it from in the first place. This should be of huge concern across all demographic areas. As employment becomes more digitalized what does this mean for those without digital familiarity? Those with challenges are finding it extremely difficult to access the internet or social media. It hinders their ability to connect with the outside world.
Personally, the digital divide significantly climbs within the older age demographic. Many seniors are afraid to operate Smartphones or understand the benefits of certain apps. Across all age groups and races another hindrance is being unsure of how protect one’s privacy. We all worry about social security numbers, bank account information or passwords being stolen.
What are your thoughts on the digital divide?
Recently, I have been watching webinars about how to take family videos of more interest. I did this in reaction to watching old clips that my father had taken many years ago. They consisted of the standard point and shoot that many of us employ to film holiday scenes, birthdays or graduations, etc.
While looking at a new DSLR camera I overheard a customer next to me ask the salesperson how many pixels the camera had, lenses and their features, and whether it had the ability to shoot 4K video. After the clerk left the man stated that he had no idea how to operate it or why he was splurging on such an expensive item. Although the body of the camera was listed at almost a thousand dollars, the complete package was closer to three thousand.
I asked him if he knew about camera jumps, the 180 degree rule, or what side by side cuts looked like in a clip. I described the various lenses and what he needed for each type of shot. He looked bewildered at this point. I explained that family videos can become an art form in and of themselves. This aspect sparked his interest. I explained that although I cherished my own older family videos they lacked interest. It was the standard point and shoot straight on that led to my boredom. He nodded as though he knew exactly what I was talking about.
He began to smile as he realized that capturing family moments didn’t have to lead to numerous videos that no one viewed. He could learn how to properly shoot video and take photographs that created a wow factor when viewed by family members. He said that he wanted to demonstrate to his children later on the extra care that he took to display their precious moments.
When the clerk returned, the customer now knew the exact equipment to purchase. He saved almost a thousand dollars by not buying the clerk’s suggested lenses. He really didn’t need them at this point. He turned and thanked me for inspiring him to learn more about photography and video editing.
During this week’s graduate class we focused on “Digital Platform Snapshots”. My fellow students did an excellent job of breaking down the content that they found of interest. As a group we covered a wide variety of content that ranged from online photo albums to wine tasting.
This activity helped me to become cognitively aware of the digital content that I had been consuming. I began to ask why certain websites worked at capturing my attention while others did not. Some of the sites that I have visited were now viewed as epic fails. I began to notice too many link buttons with a menagerie of useless information. Websites for organizations that didn’t provide a proper link to their online stores. If you are in business the idea is to make money isn’t? Why would you hide the content that you are selling?
Which brings me to my next point. The concept of “Show, don’t tell customers what they need to know” is pretty well known in the field of communications. However, as I glance at yet another website I only see old school designs. It had a pedestrian feel to it as it was filled with words and a few pictures. Clients want to share in the experience of a company. For example, a family operated Italian Restaurant that has been open for 35 years might make available a video stream of the current owners describing how they acquired the establishment and some food exemplars.
Who is fault for these mistakes? The owners, the web developers or possibly a public relations firm? In short, it could be all. Owners need to stay informed, know their client base and know if their marketing demographic campaign is working. Analytics is your friend.
During the past week I have been reflecting on what makes a website successful? How do companies drive traffic to their websites? In my graduate class we were asked to present a dead.com. It turned out to be an interesting assignment. Early in my search it became evident that there was a common mistake among them all.
They initially had great concepts and what appeared to be fluid capital on their ledger sheets. Some of their ideas were even mimicked by their competitors who went on to become hugely successful companies.
So what went wrong? It all goes back to their business prospectus. Some mistakes were blatantly erroneous by any standards. A few of the dot.com disasters occurred because the majority of the businesses tried to rapidly expand. For example, spending millions of dollars on advertising while only receiving a mere fraction back in actual profit.
In my last blog I discussed the importance of adding a company story or perhaps an interactive video to a business website. This week I want my readers to also understand that it is critical to have either a good business manager or a solid business plan.
I am always pursuing ways to learn about current trends. I recently made a discovery during a graduate class that I have been approaching my consumers in a fragmented format. Are you missing consumer sales for the same reason?
Consumers no longer just want to see a website with photos, or a random instagram or facebook post. They want to feel connected to the brands that they purchase. It should have been obvious to me and my other fellow business owners. In this new age of technology it is critical to gauge growing trends.
Sure I have a blog connected to my website. I post content on facebook and instagram on a regular basis. I am now realizing that to increase my sales that I need to connect more to my potential future customers. They have to feel like they know my brand personally and can connect with me twenty four hours a day. Accessibility without giving too much of yourself away is the new balancing act.
After reflecting on the knowledge gained in my class this week I will start connecting with you in more ways. Perhaps I may start a digital video on my website at some point within the coming weeks.
In my pursuit of knowledge this week, I visited the various websites of businesses that I normally purchase from on a regular basis. They were missing out too. Their websites were standard and sadly old school. They featured the company logo, listed products, prices and descriptions. What I didn’t observe was digital streaming or evidence of telling their corporate story. In today’s business world it is all about understanding how and who you are connecting to. Don’t make assumptions about marketing demographics that once held true. During the discussion period of my graduate class the professor made a point that resonated with me. He explained that everyone who has access to digital media and streaming are becoming educated in ways once only available to the elite. That is excellent news for cutting edge websites that know how to tell their story and connect with consumers.
Ok, I am going to be honest and reveal that I am pushing 50. Having my photo snapped prior to 40 was a breeze. My biggest concern was whether both of my eyes were open or whether there was a hair out of place.
Fast forward to the over 45 age bracket. Although I feel that I have aged better than some of the people I knew from high school, there is still overwhelming anxiety about getting a selfie just right. Does my chin look big? Are the crows feet starting to do their big reveal?
I am not sure why I am even worried. Everyone in my inner circle knows my approximate age. It is expected that everyone will age. I am not into trying to attract a younger mate, but if one came along great. I am confident and I feel good about my life’s journey so far. So why is there this ritual that I go through to take just the right selfie? What would happen if I looked older? Am I afraid that I would be less accepted? The answer is “No, age is your frame of mind”. I am going back to graduate school this spring while working full time. I keep getting asked “Why? Aren’t you going to be old enough to retire in a few years?”. My reply is simple, “Yes, but I will not be retiring. I will be switching careers and keeping myself accomplished and up to date on the latest trends”.
Then it hit me, I go through the selfie ritual because I like to look and feel good. It reminds me of my 20 year old self and a time when I was just as self conscious. Some things never change.
How should one react when yet another holiday goes by without acknowledgement from your significant other? Birthdays, anniversaries and other significant days without a gift received. In anticipation of this reoccuring behavior your holidays are constantly ruined. I have read articles with people trying to desperately trying to justify their partner’s behavior. “Well, they take out the trash and smile at me every morning”. It also depends on the circumstances. If someone has been out of work for a year, of course they are unable to contribute in this manner. Rather, I am talking about gainfully employed individuals who eagerly rip open the presents given to them like a child on Christmas morning . However they become non-participants in return.
One woman settled on a spouse who never gave her any gifts. She justified it and accepted it. He wouldn’t even put effort into buying holiday gifts for his children. She would go out and purchase Christmas gifts. He would drop the unwrapped gifts under the tree. She would get up extra early and wrap the gifts knowing that he wouldn’t even attempt to help her. She began to resent him and vowed that this would be the last year that this would ever happen to her.
It isn’t about the cost of a gift, or getting it right. It is about demonstrating that you are putting some effort into the relationship. There is nothing worst than friends inquiring about what you received for this or that special day and having to reply, “Nothing”.
How would honestly react if you were in this situation?