Mediaboss Marketing

Furthermore, it wants the country to introduce more comprehensive restrictions to limit exposure to alcohol marketing in line with WHO recommendations.

A report from the organization, released this week, says the constant bombardment of alcohol marketing at celebrations such as Christmas and sports events makes it difficult for those in active addiction and recovery; as well as helping normalise alcohol consumption among children and vulnerable people.

Alcohol brands rely heavily on TV promotions: devoting almost half of their advertising budgets to this (compared to 24% for the average brand), according to the Alcohol Health Alliance (AHA) report.

Around 650,000 alcohol adverts are shown on TV a year in the UK. Almost half are broadcast before 9pm peak viewing hours for children and young people according to the report.

Online advertising, however, is the fastest growing advertising medium in the UK.

In events, alcohol also has a strong presence: the alcohol industry accounts for 20% of all sports sponsorship agreements worldwide. Brands often also sponsor music festivals and cultural events.

While alcohol marketing codes do exist, they are insufficient, says the AHA, which is a coalition of more than 60 organisations working to reduce the harm caused by alcohol.

A number of countries have alcohol marketing restrictions, including France, Estonia, Iceland, Lithuania, Norway, Russia, Sweden & Switzerland.

In 2015, Finland became the first country to restrict alcohol marketing on social media. In 2018, Ireland passed the Public Health (Alcohol) Act which includes measures to restrict alcohol marketing, including a 9pm broadcast watershed, banning advertising on public transport, and prohibiting alcohol advertising on the grounds of sporting events and at events aimed mostly at children.

France & Norway also restrict alcohol marketing with sports; while the Scottish Womens Football refuses alcohol sponsorship.

Currently, alcohol marketing in the UK is regulated by a complicated system of self and co-regulation with the alcohol and advertising industry,says the AHA.

Various codes and different bodies are responsible for different parts of marketing. This has led to an inconsistent and ineffective system, which fails to protect children and vulnerable people.

The UK plans to introduceadvertising restrictions for high fat, salt and sugar food(such as a 9pm watershed on TV and prohibition of paid-for advertising online) in April through the Health and Care Bill: but alcohol is not included in these plans.

The AHA which represents more than 60 non-governmental organisations is now calling for the UK Government to take urgent action against overexposure to alcohol marketing.

It wants to see alcohol included in the Health and Care Bill; as well as calling for more comprehensive restrictions to limit exposure to alcohol marketing in line with WHO recommendations.

The World Health Organization recommends restricting alcohol marketing as one of the most effective policies to reduce alcohol harm.

"While comprehensive bans are the most effective, a good place to start to reduce children and vulnerable adults exposure to alcohol marketing is to introduce restrictions on alcohol advertising on TV, on-demand services and online alcohol advertising policies the UK Government is currently proposing for junk food.

The advertising of tobacco has been severely restricted since the early 2000s and the current Health and Care Bill aims to extend advertising restrictions to unhealthy foods. Yet alcohol, which is a harmful and addictive product, is exempt. Excluding alcohol from the proposed restrictions is a missed opportunity to protect children and vulnerable people from alcohol advertising.

The Portman Group, however, says that alcohol misuse is complex. The group is the industrys self-regulator: funded by members including AB InBev, Asahi, Bacardi, Diageo, Heineken and Pernod Ricard.

"For 25 years the Portman Groups Code has ensured that alcohol marketing is responsible, directed only at adults, and in the last revision we extended the remit to ensure that marketing does not particularly appeal to those who are vulnerable, said Matt Lambert, CEO of the Portman Group.

The reasons that a small minority of people drink at the highest harm levels are particularly complex, so it would be a mistake to say that marketing in and of itself will result in increased drinking when it is targeted support that is required.

In terms of childrens exposure to alcohol advertising, the evidence is that children are seeing less.

"The Advertising Standards Authority shows that childrens exposure to TV ads for alcohol is falling at a faster rate than their exposure to all TV ads, making up just 0.9% of the adverts seen by children.

"Companies also ensure responsibility in the digital sphere, where the industry have worked closely with social media companies to create Digital Guiding Principles to improve age screening, enabling users to opt out of alcohol marketing, and allowing content creators to age-gate posts.

Tom Harvey, co-founder of drink marketing agency YesMore, agrees with the Alcohol Health Alliances finding that many people can be triggered by seeing alcohol marketing.

"Just as the marketing industry has restrictions on targeting children within their advertising, there should be an agreed set of 'do not target' audience groups for things such as paid social media targeting. This could include people who are members of Alcoholics Anonymous, etc. Social platforms should have opt-outs' for anyone that doesn't want to see social content, advertising or programming that could trigger an alcohol relapse. Brands and platforms need to work more closely to ensure age gating is universally implemented too.

But as with the Portman Group, he notes the issue of alcohol abuse is complex.

Marketing doesnt stand alone. TV and film entertainment is terrible for glamourising alcohol abuse and self-medication with alcohol. How many grizzled detectives pour themselves a large whisky? How many frazzled mums need a large glass of wine at the end of the day? And its not just broadcast media - half the greeting cards in gift shops make jokes about booze, and you can even buy interior decor, soft furnishing and gnomes making jokes about gin and wine. Once you notice it, you realise its everywhere.

"My point is that that marketing could be better, yes - but it is improving, and continues to - and we need to hold it to high standards. But it exists in a society where I can struggle to find a greeting card for members of my family that doesnt make a joke about getting drunk- especially at Christmas. Its easy to point the finger at marketing. We could fix it completely, but this world would still exist without making changes elsewhere in society too.

See original here:
Alcohol Health Alliance wants more UK alcohol marketing restrictions - BeverageDaily.com

TikTok continues to expand its creator monetization tools with the addition of video tipping and virtual gifts for regular uploads, in addition to live-streams in the app.

To be clear, live tipping and digital gifts have been available for selected live-stream creators via its Creator Next program since last year. This new expansion brings the same functionality to regular TikTok videos, which will add another way for users to generate direct income from their TikTok videos.

As you can see in these screenshots, shared by social media expert Matt Navarra (via Dan Schenker), to be eligible for the new Creator Next program, users will need to have at least 1,000 followers, and will need to have generated more than 1,000 video views in the previous 30 days.

Though TikTok does note that these requirements vary by region TechCrunch has reported that creators need to have at least 100k followers to qualify in some cases.

As explained by TikTok:

The new Tips feature allows people to directly show gratitude to creators for their content, much like recognizing exceptional service or giving a standing ovation. As is standard for tipping in person, with Tipscreators will receive 100% of the tip value.

Tip payments will be processed by Stripe, with creators required to sign up to manage their earnings in the app.

With Video Gifts, also available today, creators can now collect Diamonds not only by going LIVE but also by posting videos. This also gives people an all-new way to interact and engage with content they love.

That will provide expanded capacity to generate real money from posting, without having to go live, which will open new doors to many TikTok creators.

In addition to this, TikToks also lowering the threshold for those who can list their profiles in its Creator Marketplace brand collaboration platform, which enables businesses to find TikTok influencers to partner with on in-app campaigns.

Up till now, creators have required 100k followers to qualify for these listings, but now, TikTok is reducing that number to 10k, which will further expand available opportunities for both users and brands.

That could make it much easier to find relevant creators to partner with, in a lot more niches, which will add more considerations into your TikTok posting and engagement process.

As noted, these are the latest in TikToks broader efforts to provide comparable monetization opportunities, in order to keep its top stars posting to the platform, as opposed to drifting off to YouTube or Instagram instead, which have more established monetization systems.

The advantage that other apps have in this respect is that longer videos can include pre-roll and mid-roll ads, facilitating direct monetization, which TikTok cant utilize given the shorter nature of its clips. As such, it needs to look to alternate funding methods, which will also include eCommerce listings, with direct product displays now the primary source of income for the Chinese version of the app.

The platforms continued growth facilitates even more opportunities in this respect, with more brands looking to tap into the various opportunities of the platform, and partner with creators to maximize their presence.

How popular, and valuable, direct tipping and gifting can be is more variable, as some dedicated fan bases will pay, while others will see no reason to donate for what they can already access for free.

But even so, it adds more opportunity, and the lower thresholds for monetization will see many more opportunities across the board in the app.

See the rest here:
TikTok Expands Creator Tipping and Video Gifts, Providing More Monetization and Marketing Options - Social Media Today

Tuesday, November 30, 2021

In 2021, businesses continue to market themselves in new ways trying to reach untapped audiences. There are new methods emerging every day, and lawyers should be keeping pace to make sure theyre focusing their marketing in the right direction.

Although many traditional forms of advertising are still effective, youd be doing yourself a disservice not to stay up to date with new methods that could put you at an advantage ahead of your competitors.

Regardless of how effective you are as a lawyer, your marketing will still play a significant role in how well your firm does. Stay hip and stay up to speed with todays marketing tools by familiarizing yourself with these essential marketing tools for lawyers.

If you haven't introduced a customer relationship management software (CRM) to your firm yet, then it's time to seriously consider it. Known as a CRM, legal customer relationship management software is the cornerstone of running an efficient practice.

You can attract and retain new clients from anywhere at any time, keeping all of your important contact information in one centralized cloud database. Instead of manually carrying out the bulk of your marketing tasks, software makes it effortless for you. You canautomate tedious marketing tasksby inputting contact information directly from your CRM, and set up powerfulautomated email workflows for law firmsto engage and delight leads and clients. Your clients can even self-schedule thanks toautomated appointment schedulingwithout you having to stop what you're doing to find a time that works best for an appointment.

All of this is found on one single convenient platform making it easy to access whatever you need at any time. Choosing aCRM for lawyerslike Lawmatics means you'll have client intake software built-in, automating the entire intake process. You can create custom intake forms so clients' information goes directly into your database without having to manually type it in yourself, losing time and risking errors.

Automated follow-ups make staying top of mind easy, and take the complexity out of figuring out what action needs to be taken next with a client.

Built-inlegal reporting softwaregives you insights into what marketing efforts are working best Giving you the maximum ROI. Easily identify who your best leads are, where they're coming from, and figure out what's working and what's not, all with one single easy-to-read dashboard.

Once upon a time, lawyers could get away without having a website. In 2021 this isn't acceptable. If your website doesn't show up on Google, then you're missing out on an enormous pool of potential leads.Statistics showthat over half of Google's users use it specifically for finding businesses. So when someone is searching for a lawyer in your area, your law firm should show up.Your legal websiteis your primary tool for showcasing your credibility as a law firm, because in today's consumer market, people expect to find a website for any lawyer that theyre considering hiring.

Having a website alone isn't enough, however. It'll have to be optimized in order to show up as high as possible on Google search results. With increased visibility comes more leads, so prioritize visibility by doing whatever it takes to be seen on the first page of Google search results.

Optimizing your website involves a process of using the right strategies and tools to improve your website's performance. To perform its best, your law firms website should have the following:

Call to action is a popular marketing buzzword. Essentially, it means inviting leads to take the next step towards becoming an actual client. As a lawyer, some ideas of calls to action to include on your website are:

Sign up for our newsletter

Fill out a contact form

Schedule a consultation

Start live chat

The purpose is to encourage people to take steps towards hiring you as a lawyer before they leave your website.

People should be able to tell exactly who you are as a business the minute they land on your website. The overall look and feel of the landing page should reflect what kind of lawyer you are. If you're a criminal defense lawyer, then you might choose to have bold colors and fonts. If you're a medical malpractice lawyer, perhaps you want to come across as nurturing and compassionate.

Make sure that your branding clearly states the kind of message you want to convey to your potential clients. Most importantly, you should clearly display what your area of practice is so people know whether you can help them on their case or not.

When a client is considering you to represent them in quite possibly one of the most difficult periods of their lives, people want to be reassured. Social proof is a powerful marketing tool that shows people you're the right person for the job. Your website should have several client testimonials clearly displayed that demonstrate you're a good lawyer and you can win their case.Statistics showthat over 90% of clients read reviews before deciding on a lawyer, so if your website has plenty of client testimonials, you'll have a much better chance of website visitors calling your law firm to schedule a consultation.

SEO keywords are the breadcrumbs that tell Google where to go when a user types in certain search terms. it's important to familiarize yourself with what kind of keywords are associated with the search terms you'd like your website to be associated with. Make sure that these words show up throughout your website in order to get noticed by Google.

A blog is a fantastic marketing tool on your website because it establishes yourself as in authority. When a lead types in a specific legal question and your legal blog comes up, they are that much more likely to consider hiring you as their lawyer. Offering valuable and free knowledge can be a powerful marketing tool and a great way to promote your practice.

The best part is that every time someone subscribes to your blog, they become a lead. Their information goes straight into yourlaw firm CRM, and you can continue to send themdrip email marketingto keep them engaged with valuable legal content.

When it comes to designing your website, blurry or amateur-looking photos dont cut it. Make a point of only using high-quality images to convey that youre a pro.

Having a social media account for your law firmisn't a question of choice. In today's consumer market, clients expect to be able to connect with their favorite businesses, including their lawyers. Social media users spend about 2 hours a day on average online, so that's an enormous window for you to connect with your ideal customer.

Building a presence on social media is more than just shameless self-advertising. The secret is providing sharable and interesting content that builds a following. If you can manage to build a following for yourself on social media you'll increase your website traffic, generate more sales, and increase referrals.

Marketing your firm can be incredibly expensive. One of the greatest parts about social media is that it's totally free to set up your profile and build a following. In other words, social media can often mean better results for a lower cost, which can be especially appealing for smaller firms with smaller budgets.

Some of the best social media platforms for your law firm to be on are:

Facebook

Instagram

LinkedIn

Twitter

Each of these social media platforms is valuable in its own way and can be a fantastic tool for increasing your visibility, connecting with your audience, and ultimately generating more revenue.

A recent surveyconcluded that out of 200 participants with a legal problem over the last year 30% turned to a legal directory defined representation. This shows that people still find legal directories as reliable source to be found by clients.

There are many different legal directories for you to choose from, however, the most reputable ones include:

Avvo

Find Law

Nolo

Super Lawyers

Justia

10 years ago the idea of putting your law firm on YouTube or TikTok may have seemed absurd. However, today, video is one of the fastest-growing forms of marketing content on the planet. People love video, and legal clients are no exception. A recent survey showed that over 80% of people were convinced to buy a product after watching a businesss video.

Recently,lawyer Rod Pontonconnected to a virtual court session, only to find that Zoom had placed a cat filter over his face. Instead of him appearing in front of the judge, a grey kitten with cute eyes and a pink nose spoke on his behalf. He can be heard saying Im here live. Im not a cat.

The judge found it so humorous that he shared the video on social media, advising others to ensure filters are off before attending a virtual hearing. The video went viral, and the lawyer was an overnight sensation.

This is an example of how powerful video can be for visibility. While attending virtual hearings with funny filters may not have necessarily been in Ron Pontons marketing strategy, it certainly worked! Something as simple as recording a free weekly legal tip with your selfie cam can be incredibly effective. Scrolling customers are more likely to stop and watch a video than they are to read an ad. At the very least, video marketing may be something that your law firm should give a try. You may be surprised to find that it's extremely effective.

Setting up a Google business profile is completely free and is one of your greatest tools for making your business visible on search results. Google tracks your law firm's ratings, and depending on how many good reviews you have, they will boost your visibility.

People trust Google, so make sure that you encourage your clients to leave you reviews on Google as much as possible. Its important that you respond to good and bad reviews, in order for it to be an effective form of marketing since Google pays attention to active responses.

Online reviews of all kinds are beneficial for increasing your online visibility, however, Google is unique because it's what leads the search engine to your business first. According to arecent Harvard study, if you can manage to increase your star rating on Google, you could see a boost of up to 9% in your sales. Not only does creating a business profile increase your visibility within the search engine, but it also adds your physical location to Google Maps. That way, customers can go there to find your location, ask questions, read and leave reviews, add photos, and you can even link to a page where they can schedule a free consultation directly from your Google business profile.

After putting plenty of thought and energy into your marketing, it's crucial that you can live up to what you promise with a powerful legal intake experience. Once you startattracting leads to your firm, you must deliver a top-notch client journey, by tracking leads from the minute they first contact your firm.

Follow this link:
6 Best Marketing Tools for Law Firms - The National Law Review

So, your focus should be on creating high-quality, evergreen content. Try to create content that stays relevant for a long time. It will help keep you within your budget and generate leads too.

If you create content based on trending topics such as movies, web series or memes, its unlikely to stay relevant for long. In the long run, you may have to shell out more to make new content, which can blow your budget.

So, your focus should be on creating high-quality and evergreen content for your marketing strategy.

Are you planning to outsource? If so, it can become harder for your marketing campaign to stay within budget. Instead, you can ask some of your employees to manage multiple roles at the same time.

Say one of your companys finance executives is good at digital marketing as well. You can use his or her talent instead of outsourcing the job.

In return, you can incentivize your employees to keep up the good work and motivate them.

If you calculate, this idea will cost you much less than outsourcing employees.

It is proven that customer loyalty increases business growth. The first full-scale loyalty program of the modern era dates back to 1981, when American Airlines launched its Frequent Flier program. Now the program boasts almost 50 million members.

Offering a customer loyalty program is a strategy to grow and retain existing customers through incentives such as free gifts and discounts, which helps increase return on investment, provide customer insights, increase sales and revenue and improve brand affinity.

Once you establish your brand loyalty through customer loyalty programs, your next step would be to set up a referral program.

A referral program is a system of rewarding your customers who recommend your products or services to their friends and family. This means your customers can market your brand for you.

You can reward these customers with freebies or special discount vouchers upon reaching a certain number of referrals. But make sure that rewarding your customers for referral programs doesnt blow your budget.

Most people use search engines when they need to find any service or product. So, if your business doesnt show up on the search engines, how will your target audience know your brand exists?

Thats why its important to be optimized for search engines and also for local searches. By doing so, your company will show up on the search engine results if anyone is looking for any local products or services.

You can launch flash sales that offer discounts exclusively to your brands social media followers. It can encourage your customers to buy more products to get discounts. This will eventually help to increase your business revenue.

Dominos shares exclusive offers for its social media followers. Dominos has implemented AI in its app where the software will scan each pizza or slice and members can collect rewards points in the loyalty program.

Why is digital presence so important now? Consumers want to know what your business has to offer and learn about your company profile. It helps to create your companys brand credibility.

So, the first thing you need to do is launch a website for your brand. Design your website in such a way that it caters to your target audiences needs. It will help to come up in the search engine results so that your business can be better found.

Also, you should start a blog for your business. Its an inexpensive way to drive traffic to your website and unlikely to hurt your budget. Try to post regularly and share those posts across all your social media profiles. Visit other relevant blogs where consumers usually frequent so that they can know about your business, too.

Newsletter marketing refers to sending informational and product or service-based content to existing customers through email. A few people may think that newsletter marketing has become obsolete but it is still a great way to improve business revenue.

The average ROI for email marketing is approximately $42 on every dollar a brand invests. Use a mobile-optimized template for your newsletters, as most people read email on mobile devices.

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Continue reading here:
8 ways to build an effective marketing campaign on a tight budget - AdAge.com

Joe Wade, founder at London ad agency Dont Panic, reflects on Cop26 and why it highlighted that social purpose cant be led by marketing departments.

Projections by the University of Melbourne have shown that although Cop26 didnt go far enough to limit the world to the targeted 1.5C temperature rise, we may now be on track to an increase below 2C for the first time. So, along with being grateful for a milder apocalypse, we know we need to do more.

I was in the Green Zone at Cop26 and it was absolutely heaving with companies trying to make the case that they were already all over climate change. The implication was: Please politicians, dont regulate us to save the planet, it sounds costly and were already invested in this flashy but futile eco scheme.

A bit like that billionaire couple who recently bought a vegan helicopter, theyve missed the point.

Social purpose, particularly around the most pressing issue of our time, cant be led by the marketing department and it should hit your bottom line not only because its the right and only thing to do for young people, future generations and people already suffering the impact of climate change in the Global South. It has to be approached in an authentic way because if its not everyone will know youre full of shit. Its like Shell sponsoring the climate change exhibition at the Science Museum while simultaneously appealing against the Dutch court ruling that it needs to cut its emissions.

Our new Get Fit for Purpose report is structured around the ESGs, and so along with an environment section it outlines how to tackle social and governance issues.

You might be thinking, who the fuck are you to tell us about the ESGs? Well, apart from having been doing social purpose since before it was a thing, the report is actually brought to you by over 20 charities, NGOs and advocacy groups. Why? Because who knows better how to tackle issues and causes than not-for-profits, especially Extinction Rebellion, WaterAid, Amnesty International, WWF, Greenpeace, Crisis, Stop Hate UK and Age International? These key individuals have helped us build a framework for businesses to pave the way for incremental change and accommodate a small wins approach that can get bigger companies closer to being truly value-led.

The report kicks off with a foreword by Richard Curtis, whos been encouraging businesses to do better since Ceefax with Comic Relief, Sport Relief and more recently Make My Money Matter. Hes also the person who put the Global Goals on the map, which weve also used to shape the reports recommendations.

The Get Fit for Purpose report is available to download from the Dont Panic website here.

Heres a taster of our dos and donts of Social Purpose:

Social purpose cant be led by the marketing department. Marketing can only kick in after work has driven real change, then it can be shouted about. Otherwise its bullshit, like Gillette or Pepsi, or some kind of initiative the fossil fuel companies cook up involving offsetting. One of our clients has been working for five years on a gender-based initiative and is only ready to talk about it publically now.

When ready, use lead-in or trial initiatives before going full-throttle and rehauling your existing brand.

Make small changes that ladder up to a genuine shift in behavior rather than making one big move, which can make audiences skeptical.

Invest in campaign efforts that make a difference in their own right. Even if youve not got it all figured out just yet, if the execution itself creates real positive change, thats a step in the right direction.

If purpose isnt inherent to your product or service, partner with a non-profit with the relevant experience. This ensures you are supporting existing initiatives (bottom-up) and provides a platform for the nonprofit.

Know your place and dont overclaim. Small steps are great, but they cant single-handedly change the world.

Transparency is key. Its OK to admit youre not perfect, but couple this with the tangible actions you are taking toward change. This is disarming for critics and leaves you with a roadmap for internal and external orientation.

Dont forget to look at your internal processes as well as external ones. Bring stakeholders and employees along for the ride. This will give your team something to be proud of and helps with recruitment.

Spend money. Social purpose will generate ROI but is likely to require investment in the short term. If its not costing you much, you might not be going far enough.

Dont be too worthy with your advertising its easy to get sucked into classic purpose tropes using language like togetherness, but its better to entertain and be memorable.

Become a catalyst for change not only in your business, but throughout your industry and sector. Be an ally by prompting businesses to behave responsibly.

Dont turn back. Commit to longer-term change rather than a one-off sustainability campaign. Real change is made through long-term commitment.

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Cop26 showed us that social purpose can't be led by the marketing department - The Drum