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Google’s Reach For Data

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Data Harvesting: Before the internet, data collection was primarily census information and zip codes. Of course, there was more to it, but it was far less precise. Today, Google, Facebook and Microsoft (Bing) trade services to consumers for information about them—keeping an ongoing record of their activity—eventually they know what you look like and exactly where you are. For businesses this is a big deal, but more about that later.

It’s no surprise that these companies and a whole host of others are gathering information about you with every click on your phone and every stop you make while running errands. Yes, that’s right. If your phone has Google’s Android on it then they know through GPS data where you’ve been. This link shows you how it can be turned off, but I’m all for keeping it on. As a matter of fact, I’m a Level 5 Google Local Guide. They show where I’ve been during the week and I review those businesses, because I believe that good businesses should be rewarded with good reviews.

With GPS data being a major component of Google’s data harvesting, some of the other types of data are: Gmail (every email and the content inside it), search history, bookmarks, user profile, apps downloaded, YouTube history, friends, connections, family and many others. The amount of data they store about one person can be more than 5GB of data. That’s millions of Word documents!

Of course, you’ve agreed to all of this and so have billions of people and organizations. Some have opted out and others have strict privacy settings, but, in all, Google has a pretty good idea of who you are, especially as a consumer. And they had better because that’s how they make money.

What’s the Payoff for Access?

We’ve done lots of articles on target marketing and how important it is for ROI. This is why Google AdWords is the best at targeted marketing strategies. They have the biggest reach with nearly 66 percent of total search volume worldwide and the most data. Google’s pay-per-click helps businesses find new customers – they are years ahead of anyone else, because advertisers pay only for direct connections with potential customers.

Facebook and many others are still charging for impressions, or how many people may have seen the ad, which is great for brand awareness, but doesn’t hit the bullseye. With Google, advertisers may get impressions, but only pay for click-through rates. All of this data is still collected and offered to the customer.

When it comes to Facebook, their checkered past of exaggerated ad data makes us cautious of an enthusiastic endorsement. Also, Google and Facebook are very different in the way they determine ads served. Facebook bases ad choices on consumers’ chosen interests on their profile, while Google collects organic data as the consumer moves throughout their daily routine.

Are There Really Any Alternatives?

Yes, there are a few and you should give them a try, particularly if Google is too expensive or your keywords have multiple meanings. For starters, there’s Bing, also a pay-per-click service that has a great track record and over 150 million unique users. Plus, they boast a captivated market share with an audience that is older and spends 25 percent more money online than other users. In most cases, Bing is cheaper for advertisers than Google because they don’t have the sizable reach.

Amazon and BuySellAds are different in that they sell awareness with high click-through rates. Amazon is best for retailers and BuySellAds works great for entering new markets. There are many choices and finding the one that’s right for you can be a difficult decision. Shoot us an email and we can walk you through the options.

Michael Premo
Content Strategist
Pinstripe Marketing

Pinstripe Book Shelf: Self-Made by Nely Galan

self made nely galan inspiration_news

Don’t Buy Shoes, Buy Buildings: Lessons from Self-Made by Nely Galan.  Back in October of 2017, the Pinstripe team attended the Women’s Conference of Florida (read the recap here.) One of the most memorable presentations of the conference was the very first one – Nely Galan. This vibrant, exciting woman gave us energy, confidence, and drive. We walked out of that room feeling empowered! She’s one of those people with an infectious energy – she makes you want to take your day by storm. Her parting gift to the entire audience – a copy of her book, “Self-Made: Becoming Empowered, Self-Reliant, and Rich in Every Way.” Needless to say, after that presentation, we couldn’t wait to read it.

Self-Made – The Woman

Nely Galan, daughter of hard-working immigrant parents, built her career on engendered hard work, positivity, and by learning from her mistakes every step of the way. She gave herself solid role models and was goal-oriented; she was constantly setting her goals and asking herself the question, “will this get me closer to my goal?” about every move she made. Sometimes she took a step forward through her decisions, and sometimes a step backward, but she always kept her eye on the target. She also continued to update her goals to keep up with her own growth – here is one important lesson from Nely: check in with your goals often – you may find that they change over time and as you grow.

Self-Made – The Book

Her book is essentially an expanded version of her presentation – each chapter contains a lesson or a self-realization goal and a series of stories from her own life explaining how she achieved or learned the lesson. Many of the chapters also feature stories about other women succeeding using similar techniques or approaches. Overall, the book is just like Nely, energetic and full of positivity.

A few lessons:

  • Channel a role model (even if you’ve never met them) – in tough situations, ask yourself, “what would Michelle Obama do?”
  • Buy buildings, not shoes – Nely is all about being smart with your money, in particular investing in real estate
  • Failures are lessons – don’t be afraid to fail
  • No matter where you come from or what your background, you can become a powerful, self-made woman
  • Revisit your goals often
  • Don’t rely on a hero or Prince Charming to save you or support you – be self-made!
  • Money doesn’t buy happiness, but it can offer freedom

One problem with a book being like a person is that Nely has a certain presence that is charismatic, her voice is uplifting, and her energy is palpable and contagious. The book alone would not have had the same impact if we had not seen her in action. I am not usually a self-help book reader, but Galan’s presentation compelled me, irresistibly, to read this book. So powerful were her words and spirit that even a skeptic was led to spend precious reading time on a genre outside of my preference. I was not disappointed, but not astounded either.

To sum up this review – if you like self-help books and need a boost of positivity and energy, I recommend reading this book. If you can see Nely Galan presenting in person to supplement the book, even better. There are no Earth-shattering secrets, no profound lessons in this book. It is refreshing and fun to read, but it can get repetitive and reinforces many things we likely already apply to our daily lives – work hard, work smart, have confidence in yourself, and spend/invest wisely.

Stop and See the Big Picture

marketing strategy

It seems lately that the world is spinning a little faster because every day is filled with more to do. Who has Time to see the Bigger Picture stuff? And, after a banner year, isn’t the Big Picture more of the same? We think so, but that may not be enough to meet future challenges.

Over the past month, we have met some really interesting leaders in our local and state business community. It’s such an honor because we get to exchange ideas on what’s next for our respective industries. There’s always a discussion about technology and how it continues to accelerate so fast that it’s getting more difficult to keep up with it. We also talk about changes in the legislative environment, as well as governmental agencies. Yet it’s rare for us to sit down and put it all on paper. As leaders, we need to write it down in order to see the Big Picture and prepare for “what’s next” in our industry.

According to a recent study, 96% of company managers and leaders lacked the time to create strategic plans. The main reason cited was getting bogged down with minutia, enough that they rarely took time for strategic thinking.

Minutia: (mi·nu·tia \ mə-ˈnü-sh(ē-)ə) noun.

A small or trivial detail.

 

To avoid this trap, it’s suggested that we block off small, manageable chunks of time on our calendar. Then, take the time to understand industry events that may cause problems in the future.

One of the talented business leaders that we met let us in on her secret to building a strategic plan. They leaned on internal and external resources for help.

Resource: (ree-sawrs) noun.

a source of supply, support, or aid, especially one that can be readily drawn upon when needed.

 

She noticed her employees liked helping her step away to deal with big picture items. She also knew hiring a consultant can be expensive, but they turned out to be very effective. There was no alternative for her, because she just didn’t have the time to do all the research and analyses.

Analysis: {uh-nal-uh-sis) noun.

A method of studying the nature of something, determining its essential features and their relations.

 

She counted on this new big picture to save the company money and offer several new revenue streams. Her only caveat was for everything new that you want to do, you’ll have to stop doing something else. This is especially true amid tighter budgets and growing competition.

It’s important to stop and take the time to think strategically about the future of your industry. There may be small changes happening right now that can affect the course of events for years to come. And, as the old saying goes, luck favors the prepared.

Join the Social Media Party

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There are several reasons social media attracts the enthusiastic interest of marketing professionals. First and foremost, its where you find huge audiences—literally billions of people. Additionally, you can target populations based on demographics as well as individual interests. Social media campaigns aren’t difficult to carry out, either; tweeting or posting a Facebook message doesn’t require tons of technical expertise. It’s also relatively inexpensive; you won’t need a giant marketing budget to effectively promote your messaging.

Interactivity and immediacy of social media also makes it a very attractive marketing option for businesses. You’ll know when a message has been received by your audience and you can also get a feel for the reaction through “likes” and shares or comments. Best of all, when you succeed in getting consumers to carry your message for you, it becomes highly credible in the estimation of their friends and family.

So, social media marketing makes sense … but what specifically do you want to accomplish? Think of it as going to a party.

Mingle (brand awareness) – You’ve seen wallflowers at a party—maybe you’re one of them—who stands off alone or at best interacts with a very few people. They arrive and leave with barely a ripple. Social media is an easy way for your company to stand apart from the background.

Make a good impression (public relations) – You’re telling people about yourself—getting them to enjoy your company (pun intended). But just as importantly, you’re showing interest in the other guests and letting them know you share their thoughts and concerns.

Let others show you around (create advocates) – If you’re an interesting party guest, others will want to introduce you as someone who can help them with an issue or who is simply a fun person to meet. Be the in-demand guest!

Get a real feel for the room (market research) – If there’s one thing you can say about social media, it’s unfiltered; people have no hesitancy about saying what they think. Such market research is invaluable in helping you develop and position new products, solutions or services.

Meet people you’ll be glad to know (lead generation) – It’s always great to turn strangers into friends—especially the lifelong variety. That doesn’t happen by sitting alone, at home. Think of every person you meet on social media as a potential customer, and the value of marketing here becomes obvious.

Ginger Reichl Presents at FSU Women in Leadership Conference

Ginger Reichl presents at FSU Women in Leadership Conference

On International Women’s Day, Pinstripe president, Ginger Reichl, had the honor of returning to her alma mater to speak at the Florida State University Women in Leadership Conference. More than 600 community members and students attended the event at the Turnbull Conference Center on the FSU campus.

Ginger’s presentation focused on the power of building a network – both personally and professionally. Topics included developing a personal brand, leveraging social media as a professional, and tips for making the process more comfortable.

Ginger Reichl presents at FSU Women in Leadership Conference“It was a thrill to be back on campus for something other than a football game,” she said.  “So much was familiar but there were several new surprises. I was humbled to be included among so many accomplished and inspiring women and enjoyed meeting the attendees, including many FSU students, some of whom are planning careers in advertising and PR. The future in the hands of the next generation looks bright!”

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