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Allyse Christensen

Did you know: 94 percent of people with smartphones search for local information on their phones. That statistic becomes more interesting when coupled with this one: 77 percent of mobile searches occur at home or at work–where a desktop computer is likely present (Google). Mobile phone use has become more convenient than computer use. Making the cell phone or tablet a powerful medium for reaching your current and future consumers.

In response to our evolving mobile culture, Google announced the following:

“Starting April 21, we will be expanding our use of mobile-friendliness as a ranking signal. This change will affect mobile searches in all languages worldwide and will have a significant impact in our search results. Consequently, users will find it easier to get relevant, high quality search results that are optimized for their devices.”

In layman’s terms, if your website is unresponsive, go to the back of the line…”No Soup For YOU!” (Ten bonus points if you know the reference.)

Websites MUST be responsive for easy viewing on desktops, tablets and smartphones in seamless beauty. Not only will Google penalize an unresponsive site, consumers have very little tolerance for them.

So What To Do?
STEP 1: You need to know if your site is responsive or not. Google has provided a Mobile-Friendly Test where you can check your pages. Google has also provided suggested options for creating a responsive site.

STEP 2: If your sites need to become mobile-friendly, you can do it yourself, or you can work with a great communications firm (Penna Powers) who can easily help. The key is to do it sooner than later.

COST: The cost varies depending on how your site is currently built. Sometimes it’s better to start from scratch and other times it only takes switching to a responsive template/theme.

Great Responsive Site Examples:
Penna Powers enjoys working with UDOT, and together we created responsive sites shown below:

Screen Shot 2015-03-25 at 2.31.51 PM Screen Shot 2015-03-25 at 2.30.12 PM Screen Shot 2015-03-25 at 2.29.19 PM


The Statistics
Mobile marketing is a MUST for success. This month the New York Times published: “Big Advertisers are Sending Their Dollars to Digital.” And honestly, the title says it all. Digital communication is essential to reach your consumers and if 77 percent of mobile searches occur on phones at home or work-mobile marketing should be top of the list.

If you need further convincing, review the latest stats gathered by Digital Insights.

  • 50.3 percent of ecommerce website traffic comes through a mobile device
  • 60 percent of global mobile consumers use their mobile device as their primary or exclusive internet source
  • The average media consumption for one person is 7 hours, and nearly 2 hours is spent on a mobile
  • 76 percent report they are more likely to respond to a text message than an email
  • 70 percent feel using an text message is a good way for an organization to get their attention
  • 64 percent of consumers who have subscribed to mobile messages said these messages induced purchases. And 64 percent of consumers think businesses should converse with customers more often using SMS

The global cloud computing company Salesforce tracked 470 voluntary consumers for a month on their smartphones and tablets and found the following:

  • 85 percent of survey respondents said mobile devices are a central part of everyday life
  • 91 percent of consumers felt access to content, however they wanted, is somewhat or very important
  • 46 percent of consumers who signed up for emails from a brand made a purchase through a mobile device
  • 41 percent of tablet owners say they use their smartphone and tablet simultaneously at least once a day
  • Males are 56 percent more likely than females to scan a coupon or QR code to get quick access to information
  • Females are significantly more likely to follow a brand on social media to receive coupons or deals

I’ll save other mobile marketing tips for a later blog, but please give us a call if you’d like some Penna Powers support.

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Content marketing is exploding. It makes sense, as a written article or produced video can convey more information and users actually choose to read/watch it. Companies are willing to pay content marketers, including YouTubers, big dollars to have them promote their product.

So how much do they really make? Well, let’s look first at how much companies pay them to promote a product and secondly let’s look at how much YouTube pays them to run ads.

How Much do You Pay a YouTuber to Promote Your Product. Obviously this varies widely depending on the YouTuber’s audience and the marketing objective. In general, YouTubers typically charge around $10,000 per 100,000 views. It’s difficult to predict how many views a native video will get, so that is the risk an advertiser takes.

How Much YouTube Pays YouTubers Per View. Once the YouTuber links Google AdSense to their channel, they make 68% of the ad revenue (see Google AdSense Revenue Share). YouTube charges advertisers when a viewer watches 30 seconds or more of the ad, and typically charges around $.18 per view (see How Much Do Ads on YouTube Cost). Only about 15% of viewers will be counted as a “paid view” since many of them skip.

So if you have 1,000 views to your video and 15% actually watch the ad, then you would have 150 paid views. At $.18 per view, this would equate to $27 total charged to the advertiser. As the content creator you get 68% of that, so you would average around $18 per 1,000 views.

Here is it another way:

1,000 views –> 150 views of people completing the ad

$.18 per view x 150 views = $27 charged to advertiser

$27 advertiser charge x 68% revenue share = $18 paid to content creator per 1,000 views

Who are the Top YouTubers? In 2014, the top YouTuber made $4.9 million unboxing toys. Yes that’s right, the whole channel is just her unboxing Disney toys. Her top video, Play Doh Sparkle Princess, has garnered 217 million views. Other examples include PewDiePie, which made $4 million in 2014 and LittleBabyBum, which made $3.5 million. If this makes you question everything you’ve done in your life, you’re not alone.

Should Marketers Pay YouTubers to Make Videos? To say it depends is kind of a cop-out, so I’m going to compare the cost per thousand views to if you just ran an online video ad instead.

Making Videos. From above, you could calculate that to have a YouTuber make a video and post it to their channel you would be paying roughly $10,000 for 100,000 views, which breaks down to $100 per 1,000 views.

Running Video Ads. If you opted to just run an ad on their channel, you would pay $27 per 1,000 views (but only really get 150 completed views). To get 1,000 completed views it would cost $405.

Both are good options. Video is much more visual than any other media so if you’re debating between the two you have a good problem. Having a YouTuber produce a video is comparatively less expensive, but you give up creative control and cannot know how successful the video will be. Also you are limited to just their channel, so you may need to do multiple of these deals. Some of the pros are that you get a customized piece of content that doesn’t feel like an ad, and oftentimes these channels reach audiences that don’t consume general mass media. Paid ads are just that – paid ads, and oftentimes users feel inconvenienced when forced to watch them. However, the targeting is great and can oftentimes tie into your larger marketing strategy.

Need help deciding on your video content strategy? Let us help!

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In honor of St. Patrick’s Day, I think there’s something that just has to be done. No, I’m not talking about wearing green. I’m actually talking about… Saint Patrick’s Day commercials. I’m not sure there are any holidays as closely associated with alcohol consumption as St. Patrick’s Day. So what better way to kick off the festivities than to compile a quick list of five commercials that remind us to relax and enjoy ourselves this upcoming holiday (this is the part where you raise your stein of beer and shout “here here!”).

1. Heineken – Boys Vs. Girls

This classic commercial’s message is clear: Almost nothing can get a group of full-grown men excited like a closet full of Heineken.

2. Bud Light – Swear Jar

When it comes to securing some drinks for the office, it’s incredible the lengths people will go. I mean, they could have just all pitched in to buy a case of beer, but no. They chose to swear their way to more alcohol.

3. Dos Equis – The Most Interesting Man in the World

The most remarkable part of this ad is its message. Few brands would have the guts to say something as bold as, “I don’t always drink beer, but when I do, I prefer Dos Equis.”

4. Keystone Light – Headset

I won’t say that this ad is an accurate description of me attempting to be cool, but I will say that I enjoy watching this man fumble his way through an awkward situation.

5. Guinness – St. Patrick’s Day Morning

For many people, St. Patrick’s Day is even more exciting than Christmas (possibly in large part because you don’t have to spend St. Patrick’s Day with your extended family). For the final pick on my list of commercials, I had to go with this St. Patrick’s Day tribute.

Honorable Mentions:

Guinness – Round Up Your Mates:

Budweiser Light – Real Men of Genius:


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As another unforgettable season of The Bachelor comes to an end, and we all pretend not to care as we make new plans to fill our once drama-filled Monday nights, we take a look back at the all of the woman that pined for bachelor Chris Soules’ love. We were just as surprised as you’ll be to realize that these lovely ladies could teach us a lesson or two about marketing. Here are a few of our favorite examples:

1. Check the facts
During week 5, Chris and all of the girls packed their bags and boarded a plane to the next destination in their journey to find love. Megan was especially excited. She’s “never left the country before” and couldn’t wait to get a stamp in her passport for exotic Santa Fe, New Mexico. Megan also confessed that she still hasn’t figured out “why they call it New Mexico, instead of Old Mexico” while doing the Macarena in a sombrero. Wow.

Oh, Megan. Poor, poor Megan. The next time you have a question that absolutely has an answer, just Google it. And if the Bachelor Mansion won’t allow you to connect to the internet, and if your fellow contestants aren’t reliable sounding boards, then please, don’t open your mouth.

Marketing Moral of the Story:
Don’t join the conversation if you don’t know what you’re talking about. Do your research and check your sources, or you’ll risk looking like an idiot.


2. Consumers aren’t as loyal as they used to be
This 21-year-old dental assistant and firm believer in aliens, was lucky enough to spend an evening during week 2 alone with Chris, chatting over drinks at the bar. She charmingly complimented his, “big nose” and even stole a few kisses, which she bragged about to the other girls in a bit too much detail. By episode 3, Mackenzie realized she wasn’t the only one getting lip action, and she wasn’t happy about it. So naturally she confronted Chris.

News flash, Mackenzie, YOU’RE ON THE BACHELOR. You signed up to date a man that’s also dating 30 other girls. Suck it up.

Marketing Moral of the Story:
A 2012 WSL Strategic Retail report entitled “How America Shops MegaTrends: Moving on 2012,” revealed that 80% of millennials looked for the lowest price possible when shopping and that 60% are more inclined to bypass their favorite brand if a cheaper alternative is available. Do what you can to keep consumers coming back for more but deal with the fact that you’re not the only brand with whom they’re engaging.


3. Be memorable
Remember Samantha? Me either. Apparently this chick made it all the way to week 5, and I can’t tell you a single thing about her.

Photo via:

Marketing Moral of the Story:
Do something that people will remember. You don’t even have to act like you’re on drugs like Ashley S. or have a self-proclaimed “tragic, yet amazing” story like widow Kelsey to get attention. Becca was reserved and let Chris chase her (something no other girl on this season can say) and she made it all the way to runner-up. Establish a brand identity with meaningful values and opinions, and let it show.


4. Be relatable
Oh, Kelsey. We have so much to learn from you. You were cold, calculated, and bizarrely nonchalant when discussing the death of your late husband — which had many of the other contestants, and much of America, wondering if your story was even real. When some of the girls in the house confronted her about her attitude during week 5, she replied that some mistake her intelligence for cattiness. “I get it,” she said. “I’m blessed with eloquence and I’m articulate and I use a lot of big words because I’m smart.” Insert eye roll.

Marketing Moral of the Story:
Be human. Consumers want a brand they can trust, but don’t want to be patronized. Especially on social media, get off your high horse and get on their level.


5. Use caution when tearing down your competitors
During Kelsey’s two-on-one date with Chris and Kardashian-wannabe Ashely I. in week 6, she set her large vocabulary aside to show us with her hands just how much better she was than her competition.

We don’t hate you because you’re educated, Kelsey, we hate you because you think you’re better than everyone else.

Marketing Moral of the Story:
Trash-talking your competitors doesn’t always make you look better. Be careful when comparing your brand to others in the same category; sometimes it helps consumers to quickly see how your brand is better, and sometimes it just makes you look like a jerk.

Did we forget anyone? Post your favorite Bachelor moments that taught you what not to do in the comments below. We won’t tell anyone you watched it.

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Cats are certainly not new to the online world. They have been jumping, sleeping and chasing their way around, making us smile since almost the beginning. After the huge upward swing in cat trends over the last few years, there were rumors that it would soon die out, but that has yet to happen. What is it that keeps them going, why do we continuously seek out cat videos, memes and photos? How can you make your brand this successful in the digital space? Here are four online marketing tips that we can take from cats.

Content, Content, Content
There is no shortage of cat-related content online. The great thing here is that the content is coming from a lot of different people, and it is constant. Keeping content flowing is so important. With new content coming in from all directions, all the time, yours can go stale quickly. Make sure to stay on top of posting and don’t be afraid to include ideas from all areas of your business. Thoughts from different departments and employees can breath fresh air into your content.

The online world is constantly changing. Five years ago there was no Instagram, Snapchat, Vine or Pinterest. As new channels are added, cats are sure to follow. It is important to have a presence in more than one place. If your viewers are on a site or app, you need to be there too. And it is important to learn how to use each channel appropriately. At the same time, only use the channels that make sense. You don’t see too many cats on LinkedIn, because people on LinkedIn are not looking for the type of entertainment that cute kitties provide.

Keep it Fresh
Yes, there is a ton of content on cats produced every day, but the key factor here is that there is always a new and exciting trend. From If it Fits I Sits, to Maru to I Can Haz Cheezeburger, there is an excellent variety of cat content. As hilarious as it is, if we just kept Breading Cats forever and did not mix up the content with a little Grumpy Cat here and a little Cat Bearding there, eventually cats would lose steam.

Know Your Audience
Lets be honest, cats have this pretty easy. Their audience is anyone who loves cute animal photos. But, people looking at cat photos are really only looking for two things… humor and the “aww factor.” If you tried to start a string of sad or upsetting cat content, it probably wouldn’t go very far (unless you work for SPCA and your audience loves Sarah McLachlan). Just make sure that you are staying relevant and giving your audience what they are looking for.

I know that the online cat presence is not something that we can directly compare to a single brand, as there are thousands and thousands of people who contribute to it every day. But when it comes to cats staying on top digitally as a whole, these are a few key points that you can take and apply to your own digital marketing efforts.

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