Tag Archives: social media

April 29 / Marketing

Email is not dead: why email still matters

Email is dead is stated far too often. The fact that people keep saying it means that the message hasn’t stuck. And why? Because email is about as dead as Jon Snow. I mean, come on, he’s absolutely coming back!

I digress. Email is alive and kicking. Honestly, ask yourself how often you use email each day and you’ll see how much impact it has in the modern world. Alternatives such as Basecamp or Slack (a favourite of ours) have not replaced email. In fact, emails are sent through Basecamp and Slack will send a summary email of the week on progress. Why? Because people check email!

So for marketers, especially in B2B sectors, email is a great way to reach your audience. It is a one on one conversation – you speak to the audience direct. It is device agnostic – you can connect with an audience 24/7, whether on the phone, desktop or other. And it most certainly isn’t going – people use email to sign up to services. Without email, we’re practically off the grid.

Here’s the kicker, though. Emails don’t change. You keep your email for years. There are only two real exceptions:

  1. For the graduates among you, it is likely you’re switching from fuzzybunny99 to something a little more formal
  2. When you switch jobs (but only your work email changes)

So, for the most part, and especially when gathering personal emails, the contact list you create will outlast any influencer or media list. And the average person changes their job only every 4.4 years, so use this number as a guide for how many years should go by before a database refresh.

Email is long-term. It was around at the very beginning of the emergence of the internet, pre-web (and yes, there is a difference), and will easily be around for years to come. In marketing, it offers multi-channel real estate to have your messaging appear on. With click through rates in the region of 30% here at Elevation, it is even more effective than organic social media marketing.

We could, of course, go on. But how about we let the results speak for themselves? Get in touch if you need help with your email marketing and we’ll show you just how powerful email can be – yes, even in 2016!

Facebook F8 2016
April 15 / Marketing, Social Media

Facebook F8: how it affects property marketing

Each year, Facebook hold an annual gathering of developers at their F8 conference. This year’s event featured over 40 sessions came with some major product announcements in a keynote talk by company founder and CEO, Mark Zuckerberg.

While previous F8 conferences have only had a minor effect on the property marketing industry, this year’s has seen major announcements that could really matter to you. Here’s our top 5 list of announcements you need to know about.

1. Messenger Platform

Facebook is now letting brands tap into conversations through the messenger platform. They’re doing this with AI chat bots, meaning brands will have the ability to solve customer queries entirely by automation. This is a great way to engage followers and answer their questions about properties in an instant manner.

2. Bot Engine

To coincide with the new messenger platform features, Facebook has launched a bot engine, called wit.ai. This will allow developers to create AI chat bots so that you can make the most of the new feature. While it may require some developer investment, we’re betting you’d be one of the first property marketers to be using the feature, so it is worthwhile! Speak to us if you need help.

3. Surround 360

Facebook have launched a physical product, with the new $30,000 Surround 360 VR camera. This camera will allow marketers to take full 360 videos of a property so that potential customers can have a full virtual reality experience. Find out why VR is so important to property in our post here.

4. Live video API

You may have seen notifications from media brands informing you of their live broadcasts on Facebook. Until now, only select outlets had been given access to the feature, but now they’ve opened up the API to allow you to use this too. If you run webinars, this will be a great way to engage your audience. We have a dedicated video team, find out more.

5. Quote Sharing

Facebook new ‘quote sharing’ feature allows people to choose specific pieces of text to share, within a piece of content. This means that your content strategy will now need to make sure that you’re highlighting key messages in such a way that makes people share using this feature.

Want to see the full keynotes for day one and day two on F8? Enjoy:

Day 1 at F8

Day 2 at F8

April 7 / Marketing, Social Media

Desktop still has its place in a mobile world

Mobile marketing is a massive opportunity for marketing property. Smartphones and tablets often have high-resolution displays that simply show photography and video in the best possible light. The devices go beyond the office and content aimed at this format has the potential to reach the audience 24 hours a day. But does this mean desktop should be ditched entirely? This blog investigates just that.

We all know that mobile is king. People access the internet through their mobile far more than they do desktop. In fact, mobile accounts for 51% of digital media usage (versus 42% for desktop), and a massive 80% of Twitter and Facebook traffic is through a mobile device. Desktop, on the other hand, is lagging behind and seen more of a work device than something people actually choose to use.

But while a focus on mobile is absolutely essential. For marketers, especially property marketers, it is worth considering the benefits of targeting people who are using a desktop. To explain why we need to look at how and why people use desktop computing. Just take a look at the chart below to see the differences.

Mobile v Desktop

(Image source)

Perhaps the focus on the headline stat, that people are using mobile more than desktop, is misleading. The chart highlights that it really depends on the activity people are performing as to which device they use. In the case of shopping (retail), entertainment news, business / finance, news, health information and portals – desktop is actually used more often than mobile.

Why is this so? There may be a few reasons. Firstly, portals are the lowest on the list as it gains the most desktop use – the likely reason is due to the low user experience (UX) delivered on mobile devices for portals and intranets. But it isn’t always just about UX. Health information, news and business / finance are rather serious topics, that will often include long reads. And how about time of day? Surely we use the desktop more for work? The below chart certainly suggests this is true.

Mobile v Desktop

(Image source)

Of course, the above chart is based on data from 2011, so this may have changed. However, it does certainly make sense that the desktop sees more use between work hours because it is still the dominant screen within an office. For intensive work on apps such as those included in the Microsoft Office suite or Adobe Creative Cloud, a desktop simply gets things done better.

So what can we learn from this? Well, mobile is huge. Your website and online presence should most certainly be mobile friendly, if not mobile first. But take into account the type of content and reader you’re aiming for. As a property marketer, you’re likely aiming for an audience who will be interested during work hours, and who may be looking for depth of content. The research shows that desktop, in this case, is hugely important. It is your social, blog and video content, on the other hand, that should be entirely mobile orientated.

Still confused? I don’t blame you. It takes much more than a 500-word blog to develop a mobile marketing strategy. So why not get in touch and have a deeper conversation around what is best for you and your needs? Contact us here.


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