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Paid Media: Your Guide to Making it Work in 2019

Paid Media: Your Guide to Making it Work in 2019

You may have heard it said that media is the new marketing.

In other words, marketing in 2019 is less about direct persuasion, and more about the right mix of education, entertainment, information, and, of course, amplification.

This requires a carefully crafted message, and a smart tactical follow-through. And that smart, tactical follow-through almost always requires some form of paid advertising.

Before we delve into our paid advertising recommendations for 2019, let’s think through two critical questions:

  • What is paid media?
  • How does it work in conjunction with earned, owned and shared media?

Paid Media and the PESO Model

The PESO model represents Paid, Earned, Shared, and Owned media. By looking at these types of media together, we can determine how they overlap and how brands can implement them together to move the needle for their marketing efforts.

Paid media includes social media advertising, sponsored content, and email marketing that you pay for. Facebook ads and LinkedIn video ads are examples.

Earned media can take the form of a mention of in a newspaper, journal, magazine, or any other equivalent to a media hit. Earned media is what we associate with traditional PR and digital PR.

Shared media involves brand promotion and engagement through social media channels. Instagram Stories and Facebook Live are examples of shared media.

Owned media is content that a brand owns and has full control over, like a company website or blog.

When used together, these four types of media can extend reach as well as engagement, and ultimately lead to recognized expertise and leadership.

Why use paid media?

One of the most important reasons that paid media should be a part of your overall marketing strategy is that organic reach alone is unreliable. Due to the sheer volume of content on the internet, as well as changes to social platform algorithms, the chance that you’ll get a large number of eyes on your content without paying to promote it is extremely small.

In addition, paid advertising is predictable and dependable—after all, you paid for it, so you control it!

Top trends

Here are a few of the top trends in paid advertising we’ll be seeing this year.

More AI-based automation

Artificial intelligence is already being integrated into marketing, and we’ll be seeing more of it this year, especially in the form of intelligent content.

AI will also continue to curb advertising fraud.

But perhaps the most relevant application of AI for brands in 2019 is its ability to provide you with up-to-the-minute customer data so you can target your paid ads with greater precision.

With the ability to monitor activity across numerous digital channels, AI tools can supply you with the most accurate customer profiles available. These customer profiles can then help you figure out how to interact with your customers in the most constructive and accommodating way. Rather than interrupting them, the way traditional advertising does (think TV commercials or pop-up ads) you’ll be able to interact with them in a way they find helpful and constructive.

Here’s how this kind of thing works.

Facebook recently rolled out a tool called Budget Optimizer. Previously, Facebook optimized ad creative within ad sets (audiences). This meant that the top-performing creative naturally would get the lion’s share of impressions.

Now with Budget Optimizer in play, Facebook can optimize budget between ad sets, assigning budget to audiences based on real-time performance. There are many test-and-learn opportunities for advertisers with these new automated optimization levers.

Continued use of chatbots

Consumers will also continue to communicate with businesses through messaging apps—which means now is the time to review how chatbots can help you streamline.

That’s not to say AI will or should take over all customer service proceedings. Many situations still require the human touch. 2019 is about finding that balance between scaling communications and honoring the importance of personalized support.

When you do implement your brand’s chatbot, don’t forget to create paid Facebook ads that direct users to your designated, concierge chatbot.

Influencer marketing

The best possible outcome for paid advertising is high organic reach paired with high engagement.

After all, paid media should always be seen as a way of amplifying content that’s already resonant and value-adding, not as a means of forcing more eyeballs onto your brand.

More and more, brands are looking to influencers for that engagement element. With followers who trust them and fluency in social trends, influencers are paid media’s secret weapon.

When combining paid media with influencer partnerships, make sure you outline the KPIs in advance and put an agreement in place so you can gain access to your influencers’ data on how the campaign performed on their channels.

Even more video content

Cisco predicts that by 2019, video content will account for 85 percent of search traffic in the United States. It has been found that including the word “video” in an email subject line boosts open rates by 19 percent and clickthrough rates by 65 percent. Additionally, four times as many consumers would prefer watching a video about a product to reading about it.

Instagram TV, or IGTV, which has recently come to the forefront in digital marketing, allows brands to easily expand their video content. There are also no prerequisites for the “swipe up” component on IGTV as there are with Instagram stories.

YouTube also continues to be one of the most popular platforms for users. The Creator Insider channel is an extremely useful tool as you plan your creative assets for 2019. The tech team at YouTube uploads new videos every week, offering viewers a behind-the-scenes look at the platform. The Insider showcases interviewers with YouTube product managers and creators.

YouTube Premiers, which is similar to Facebook Live and has already been made available to some creators, will allow video creators to further connect with their audience. This is how it works: when YouTube creators upload a video, they can publish it immediately as usual, or select the Premier option. Premier lets the creator select the time the video will be streamed.

Come streaming time, the creator can watch the video at the same time as the audience and directly engage with them on the chat feature.

Think of how to make your visual storytelling stand out this year. What are some ways you can bolster audience interaction and participation?  Remember the golden rule: Most of paid media’s success stems from the other components of the PESO model and how it’s paired with them.

Don’t forget the basics!

While it’s important to be aware of what’s trending this year, trends will never be as important as honoring the basics.

Let’s think about this in terms of a single social media post.

Every post should have a purpose. Whether it’s to increase sales, drive awareness about an initiative, or obtain an email address, knowing the post’s purpose will help build your brand.

Every post should also be targeted at a specific persona. Always make sure you’re asking yourself whom you’re targeting with this particular piece of content, and what is your amplification strategy to support that?

By keeping an eye on the trends while remember the basics, you are bound to have a successful year with your paid advertising initiatives.

Ready to talk about amplifying your content with paid media? Contact us today!

ABOUT SHAMA HYDER

She is the founder & CEO of Zen Media. She has been named the “Zen Master of Marketing” by Entrepreneur Magazine and the “Millennial Master of the Universe” by FastCompany.com. Forbes, Businessweek, and Inc have all recognized her as one of the Top 30 under 30 entrepreneurs in the field of marketing. Shama has built a global audience and is known for helping brands succeed in the digital age. She is a bestselling author, an international keynote speaker, and has been named one of LinkedIn’s Top 10 Voices in Marketing for four years in a row. Learn More

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