search engine optimization in 2014 – tips and trends
Search engines have made a variety of changes over the past year. The state of search is changing into the state of search + social + content. Many people have begun to believe that the science of search engine optimization (SEO) has been mauled by Google’s Penguin, Panda, and Hummingbird update. There has been much wailing and gnashing of teeth by black hat SEO practitioners, who believe tricking search engines into giving sites higher rankings should be done with link buying and other spammy SEO techniques.
Of course, if it were true that SEO is dead, then I wouldn’t be writing a blog post on it. SEO has evolved in very important ways in 2013. All these updates have laid the red carpet for new, unique strategies to be implemented in 2014. Let’s take a look at some of the changes in 2013 and how they can affect your website:
Semantic Search Grows Stronger: Search Engines are continuously getting smarter. In 2013, semantic search hit the algorithm when Google implemented the Hummingbird update. Voice search is pushing the need for conversational search queries that can understand the differences between “Where can I find a good steak?” and “Where can I find a good stake?”
What now? As search evolves, topics become more relevant than keywords. Social is no longer an add-on, it’s essential for connecting your company to relevant search topics. Working with industry experts can allow for stronger online connections and social power. Along with social, ensure your site keywords are relevant to the content you are providing.
Google Local Carousel: Google began changing the search results page in 2012 with the addition of the Knowledge Graph. In 2013, Google added an additional piece to this form of instant gratification search: the Local Carousel.
The local carousel enhances user experience when trying to find local businesses, showing off reviews and location photos at a glance. It also makes pay-per-click advertising more challenging because it adds in extra elements to take into account when bidding on carousel-eligible searches.
What now? Getting your local business into the carousel should be a top priority. Looking at the example above, restaurants with multiple high reviews are featured more prominently than restaurants with just a few reviews. Encouraging your brand advocates to speak out online will ensure your company holds a spot in the coveted Google Carousel. (Read more on how reviews impact restaurant business in Mike’s post from January.)
Link Busters: Google’s crusade against shady link building practices moved from a minor inconvenience to full-fledged take downs of major corporations. Major sites are still being held accountable for years of link-buying campaigns.
What now? Honest link building was never about spamming 1000’s of websites hoping for a backlink. Great content should be sharable and engageble for your audience. Content should be both deep and wide: search engines are rating content based on Shares/+1’s/Likes and Comments. Simply placing content on a blog will not get much traction if users are not interacting with your company.
Social Revolution: Social channels were often an add-on tactic before 2013. Companies were adding social channels at the top of the pyramid, treating social traffic as strictly contributing to conversions, while understanding that social did not affect SEO. In 2014, it’s exactly the opposite! Google now adds Author Rank and Trust Rank to the search algorithm, granting special privileges to content authored by “popular” Google+ authors (through the use of the rel=”author” tag). Companies and individuals are expected to be engaging on social media.
What now? Ensuring that all of your employees are on LinkedIn and Google+ has become an SEO priority. Google looks to Google+ most heavily, but also parses Twitter and LinkedIn for brand engagement. In particular, gaining Retweets (RTs) can lead to new, relevant & valuable links. Active social media interaction will quickly gain Google’s attention and ensure that your site appears in a wider variety of search results.
100% Secure Search: A move away from keyword-centric reporting was forced in 2013, when Google announced plans to stop providing keyword data via their free, public SEO tools. This change is good for the future of SEO, but it came as quite a shock for many SEO practitioners.
What now? In the place of the previous SEO tools, more advanced tracking mechanisms were put into place. Google Analytics also added Tag Management, a feature that allows Google Analytics professionals (like emfluence) to add more accurate tracking mechanisms without editing the base code. As a bonus, Google’s new demographics data (which we will be covering soon) can provide tons of awesome insights when tied with social metrics. As engaging content takes center stage, keyword stuffing has become a relic of the past.
A Mobile Majority: Smart phones have moved from a luxury to the standard. With the proliferation of smart phones comes a heightened demand for mobile-accessible content. Search engines have adapted to this demand by adopting new policies to ensure mobile users have a pleasant experience online. Slow and non-mobile friendly websites now suffer a drop in search results listings for mobile users.
What now? Responsive design is the most popular form of mobile-friendly website design, using the screen size of a visitor’s device as a guide for font size, image size and even what content is shown or hidden. Your website should be responsive, fast to load, and convenient for mobile users, and you’re sure to see a bump in overall visitors.
Getting ahead in 2014
Progressive, forward-thinking organizations hold the power to leap ahead of the competition with great strategy and great content. The key to growing your online presence in 2014 is to create a strategic plan that highlights your organization’s vision in a well-planned digital strategy. Know where you should be competing and how your industry influence can be translated online.
Want to get started on the digital strategy with someone that knows the ropes? Reach out to an email@example.com – we’d love to help.
Gmail adds its own unsubscribe link
Today, the LA Times and TIME Magazine (among others) announced the appearance of a new easy unsubscribe link at the top of many promotional emails in the Gmail inbox.
And this is pretty good news for email marketing practitioners. Now, uninterested readers can unsubscribe just as easily as they can mark you as spam or complain about you, which saves a whole lot of valid email marketers from looking like and being treated like spam.
This is especially relevant in the wake of teasers that Gmail will be launching a Feedback Loop, which is basically a means for email marketers to know when a subscriber marks them as spam. This allows the email marketer to remove uninterested subscribers from their email list. (Gmail is one of the few email clients that up until now hasn’t had a Feedback Loop.) Combined with the new easy way to opt-out, this is a better way of keeping tabs on gmail.com subscribers’ true email preferences.
More importantly to Gmail, this unsubscribe link makes it easier for Gmail’s inbox users to keep their Inbox (or Promotions tab) clear of “gray mail” — sometimes called “bacn” by those of us in the email marketing industry with a sense of humor — which refers to unwanted mail.
Like the LA Times reporter, I thought this was a simple “text scrape” looking for any link associated with the text “Unsubscribe” but it’s actually a bit of code that your email platform can put in the header for you. Bottom line: you don’t have to do anything and you’ll already get to take advantage of these two new things!
For more news in the industry, check out the News section of the emfluence blog.
creating a Likeable Facebook promotion
For those who do marketing for a bank or financial institution, you know how crucial social media strategy is when it comes to creating a personal banking experience and being accessible to customers. You also may know that bank marketing is different than, say Oreo or Boulevard Beer. You need to find a way to make your Facebook campaign particularly likeable. Here’s how one of our clients did it.
CommunityAmerica Credit Union was looking for help converting more of its email subscriber base to fans on social media. With the ultimate goal of driving Facebook page Likes, CACU offered its members a chance to win one of three pairs of Sporting KC MLS Cup tickets. This campaign was very successful in driving Facebook likes for the credit union because it mastered three important tactics:
- Messaging, offer and graphics that were on-brand for CommunityAmerica
- A highly compelling offer/incentive
- Cross-platform promotion
The graphics and messaging used throughout the contest highlighted the credit union’s core brand and helped illustrate CommunityAmerica’s commitment to giving back to its members. CACU’s marketing tagline, “Profit to the People,” highlights the Profit Payout to its members at the end of the year. In this campaign, they’ve creatively shown that they offer more than just monetary benefits to CACU fans.
Facebook Tab Gate Introducing the Contest and Asking for the Like
Post-Like Facebook Tab with a Contest Entry Form
In addition to great creative, the credit union had a highly compelling offer. Everyone likes free stuff, but tickets to a sold out MLS Cup game? That makes it very clear WIIFM (“What’s In It For Me?”). Finding a likeable incentive is more than half the battle and could make or break campaign results.
But a clever prize isn’t anything unless people know about it. The other key to CommunityAmerica’s well-executed Facebook Like campaign was cross-platform promotion. When looking for ways to grow a community on Facebook, they started with their existing banking customer base, which they knew would be more likely to convert and engage. CACU reached out to their Twitter and email audiences to brag about the chance to win tickets. Of those that opened the email, featured below, 22% clicked through to CACU’s Facebook page.
CommunityAmerica’s efforts coupling on-brand email/social messages with a great giveaway led to an increase in Facebook page Likes of 1,495 in just two days —a 25% increase! Prior to the campaign, CACU’s Facebook page gained an average of 2-3 Likes per day. During the campaign, they gained 748 per day on average, a year-over-year growth rate 65x greater than December 2012!
Be sure to review all of Facebook’s Promotion Guidelines when creating your promotion. Facebook is pretty picky about what they’ll allow you to use to entice engagement and participation.
Want to chat up an emfluence expert on the rules of Facebook Like promotions? Give us a shout at firstname.lastname@example.org or, of course, you can Like us on Facebook.
3 ways to grow your email subscribers list
We hear this question a lot: How can I grow my email list? How do I gain more email subscribers? Having a healthy list growing strategy is key to your email marketing strategy.
Here are 3 easy ways to increase email signups on your website:
1. Highlight the value on your email sign-up call to action.
Are you conveying why someone should sign up for your emails? If your sign-up form just says “Sign up for our newsletter,” what value or message are you giving your visitor or future customer? Answer the question: “Why should I receive your emails?” to really grow your email list. Check out this example from The Roasterie:
By adding just a short sentence that answers the question, “What’s in it for me?”, they saw a 17% increase in signups.
2. Move your email sign-up above the fold of your website.
Ideally, retail marketers would love for everyone that comes to their website to convert into a sale, but not everyone is ready to buy now. The next best thing is to get their email address, so that we can entice them to come back.
In this example from Jeanne Jennings, the email sign-up form was at the bottom of the home page. By moving it “above the fold” of the website — meaning visitors can see it before they scroll — they got a 24.7% increase in email signups.
Don’t stuff the email sign-up in the footer of the website and hope people will find it. Give it a position near the top of the page! And put it on every page. Remember, the second best thing someone can do when they come to your website is give you their email address.
3. Ask new visitors to your website for their email with a pop-up.
If you need a more aggressive approach to growing your list, you can implement a pop-over box. This is gaining popularity — partially because it works. It’s not a pop-up window that opens a new window, it just shows over your current window, graying out the rest of the content until you either subscribe or close the pop-over. You can set different parameters to only show new website visitors or wait to show after a certain amount of time on the site so as to not be a bother to your best site visitors. Check your website analytics (i.e. Google Analytics) to find out how many seconds people are staying on your page. You can set the pop over to show up a few seconds before most people leave the page to try and get them as they’re going rather than blocking them as they arrive.
In this example, we had just a regular incentive sign-up form on the home page, but we wanted to turn up the sign-up rate and grow faster.
By switching to a pop-up, we saw a 217% increase in email signups compared to the control (having the sign-up form static on the page)!
There are a lot of great ways to grow your email list from pay-per-click ads to affiliate marketing to trade shows, but these are 3 quick ways to test the actual sign-up form to start increasing your email list size right away with the traffic you’re already seeing on your website.
5 fabulous brand partnerships (and why they worked)
When two brands come together to create a campaign that works, it’s a beautiful thing. Brand partnerships and co-branding efforts can strengthen audience impressions and elevate the love of a brand to a whole new level. Here are the 5 best brand partnerships that will have you humming Jack Johnson’s “It’s always better when we’re together” (especially this Valentine’s day):
GoPro and Redbull associate with a lifestyle
Both GoPro and Rebull have embraced extreme sports, and in some ways, have created their own cultures of documenting insane human feats. So when the two brands announced their partnership in 2013, it felt like a natural match. Redbull continued to come up with ridiculous things for humans to do and GoPro was there to document each stunt. This year, their co-branded February 2nd commercial featured the story of skydiver Felix Baumgartner’s Red Bull Stratos space jump from over 24 miles above Earth.
Takeaway: This brand partnership works because it cements RedBull and GoPro in the thrill-seeking lifestyle their customers strive for.
Olay and Dawn solve a customer problem
A co-branding effort that solves a customer problem may seem like a “duh,” but it’s not nearly common enough. Dawn and Olay made a smart move with their co-branded Hand Renewal product. Recognizing that washing dishes dries out hands, especially in the winter, Dawn and Olay partnered to create a product that gives skin Olay smoothness while getting your dishes clean with Dawn.
Takeaway: This partnership works because both brands focus on their strengths and use them to deliver a unique combined value to the customer.
ASPCA, Uber and Cheezburger bring on the warm and fuzzy factor
In honor of National Cat Day on October 29th, the ASPCA, I Can Has Cheezburger and Uber teamed up for the “I Can Has Uber Kittens” event. For three days in three major cities, participants could donate $20 to the ASPCA to have a kitten delivered for them to play with for a short period of time. Uber drivers rushed kittens around New York, San Francisco, and Seattle, while Cheezburger supplied cupcakes to donors and matched their donations.
There was a social media storm of people posting about their “Omg, I just got a kitten delivered to me for the next 20 minutes” moments. The kittens were in such demand that there was even a shortage of furry friends to go around!
Takeaway: This partnership worked to bring warm and fuzzy awareness to all three brands, and also brought attention to a great cause. Plus, ASPCA got to walk away with full proceeds. That’s a win-win-win.
LEGO and Chrome – create an experience
Leading up to the release of the LEGO movie, LEGO and Chrome struck up a brand partnership for the “Build With Chrome” online LEGO simulator. Users can build just about anything with virtual LEGO blocks (without the pain of stepping on the little bricks when they end up all over your floor). They also integrated Google Maps so builders can pick real plots of land somewhere in the world and then publish their creation for the community to see. Users could potentially recreate entire real cities using digital LEGOs.
Takeaway: This brand partnership works because it creates an experience where users can actively engage with both brands. It allows them to create something of their own and feel a sense of ownership while being part of a greater community that loves LEGO and Google.
Pinterest shows how it’s done
Pinterest has partnered with major brands like eBay, Netflix, ModCloth, Kraft and more to demonstrate each of Pinterest’s new product offerings. They didn’t stick with one brand, but took an almost case-study approach, using brands from multiple categories, allowing Pinterest to show off how their features work for different types of businesses. Since their announcement of “Rich Pins,” Pinterest has published blog posts documenting big brands’ successes and offering tips on how to run your own campaign with Pinterest.
Takeaway: This partnership works because while the big brands are a sexy way to show off new features, they also reap the benefit of some PR from Pinterest, sharing how great they are. Plus, case studies are nothing new – this is just one way to approach it! What’s not to love?
Sometimes, it takes two to make the most marketing impact. These are my 5 favorite brand partnerships. What are yours?
real-time marketing vs. newsjacking: conversation trumps cleverness
Yesterday, Superbowl XLVIII was the next mile marker in marketing. (If you saw the game, you know that the actual football wasn’t nearly as interesting.) Last year, Oreo’s “dunk in the dark” tweet was declared the launch of real-time marketing as a social media marketing trend. Yesterday, I declare, was its death.
Ok, so that’s a dramatic overstatement. Real-time marketing brought us a few fun stunts on Twitter like Newcastle re-imagining the Superbowl ads with the hashtag #IfWeMadeIt and DiGiorno’s stinging tweet using the hashtag #DiGiorNOYOUDIDNT.
Heck, my favorites from yesterday weren’t from brands at all. They were Hilary Clinton’s zinger against FOX and (faux) @theLadyGrantham from Downton Abbey live-tweeting the game as if it were a Quidditch match. (A Harry Potter reference for those of you who didn’t get that.) I chuckled out loud and shared both with my party cohorts.
But, for the most part, what we experienced yesterday was a groan-worthy parade of tweets that tried way too hard. For a year, we’ve defined real-time marketing as saying something clever and relevant to the moment using the trending hashtag for a live event. Real-time marketing, per Gary Vaynerchuck at South by Southwest’s pop-up panel with Oreo in 2013, was like becoming that cool guy in the room that always says something funny at exactly the right moment. And you want to be friends with that guy, maybe even buy what he buys.
This year’s social media stream from brands was a little like going to an awkward networking event where largely un-funny people tried to say clever things, like their cool pal Oreo. (Important note: Oreo actually sat out this year, signing off Twitter before the game even started. Smart, in my opinion, as it was unlikely that they’d strike gold two years in a row.) Plus, in 2013, marketers got wise to the fact that it’s mostly marketers ourselves that are interacting and scoring this stuff as a ‘hit’ or a ‘miss.’
Even worse this year was a phenomenon being called “brand-on-brand crime.” Brands that hijack another brand’s hard-planned social media plot for the Superbowl. See: Coors and JC Penney, Kohls & JC Penney…
There were a few comments (again, probably us marketers) reminding all of us that even a zinger — when it draws engagement from big fellow brands — can be seen as a win for exposure. After all, does anyone know where to buy a pair of Go Team USA gloves today? Yep: JC Penney.
The best thing to happen this year, though, is the brand-on-brand conversation. Where as not every brand social media manager is a comedian, almost all of us have been steeped in the power of a conversation in social media. Check out Party City making waves, not by dissing fellow brands or trying to make wise cracks about the game, but by going out to find conversations to be a part of. And when you’re the expert on throwing parties, the opportunities abound. They got party “invites” from brands like Tide and White Castle… not a bad way to grow a few new followers.
Disclaimer: Not even Party City nailed it all night. There is some definite cheese in that feed. But there is a good lesson in there for us, too…
So what’s the lesson from Superbowl XLVIII? Conversations still trump cleverness. Clever is actually a pretty tough target to hit. Having conversations, even with fellow brands, can be a lot more natural, especially when so many brands are trying to find a genuine way to play a part in the day’s social chatter.
And for good measure, a reminder to stop trying so hard to do that Oreo thing from Superbowl XLVII. The harder you try to be funny, the harder it can flop.
how to get more reach for your Facebook posts
When Facebook added the extra metric beneath all posts that shows “how many people saw this post,” social media managers all over the web were enthralled… and outraged. The excitement comes from the ability to be able to see exactly how many people saw a post.
Take that, Mr. “What’s the ROI on that?” Boss Man! However, this has also struck a nerve with many social media managers who grab their hair in frustration when an LOLcat video goes viral and their post stagnates – “Only five likes and 25 people saw this post? That stuff was genius – GENIUS!” By strategically planning your content to play by Facebook’s “rules of reach,” you can maximize the reach of your Facebook posts in 2014.
Your boss may be hounding you about the percentage increase of likes on your Facebook page month over month, but as a social media manager, you know that likes can only get you so far. Facebook has increasingly made moves and updates to stress the importance of post engagement and reward those brands and pieces of content that garner strong engagement. So, what counts as engagement? Engagement can be qualified as any actions your users take to interact with your page. These actions could be:
- Liking your page
- Liking your post
- Sharing your post
- Commenting on your post with words
- Commenting on your post with a picture
- Posting to your page
- Tagging your page
Encouraging your audience to comment on your status by asking them a question or giving them a fill-in-the-blank phrase are ways to naturally encourage conversation and engagement. I’ve found that photo contests and flash giveaways also perform well and boost a page’s reach.
Identify trending content that is relevant to your brand
Facebook recognizes when a piece of content becomes popular among your network. Facebook will visually group mentions of a piece of content if it’s shared within a person’s network by multiple friends or pages.
Keep an eye out for articles that are gaining popularity among your audience (or those that look like your audience) and post during the height of their popularity to increase the exposure this piece will have to your audience. This works best when you keep your audience and their interests in mind! If you’re a beauty supply company, posting a video from a skateboarding competition that is going viral will probably not resonate as well with your audience.
A quick trick to see if the content you’re considering is “hot” is to jump over to bit.ly. Paste the URL of your content (as if to shorten it) and the site will show you how many people are clicking on this link right now.
There is plenty of debate as to what fancy schmancy tricks will help you pull the rabbit that is Reach out of the Facebook top hat. When it all boils down, content is still king. You should always be identifying what interests your audience and what they’re eager to engage with and factoring that into creating future content that will get you quality Facebook reach.
And of course… nothing’s gonna work if it doesn’t show at the right time for your audience, so check your Insights frequently for what times of day and what cadence works best.
the correlation between restaurant reviews and profitability
Everyone shares opinions. From raves to rants, true to false, opinion authors have technological advances to thank for their proliferation and dissemination to a global army of smartphone-wielding, review-seeking foodies or casual diners.
An amazing 61% of smartphone web searches were for restaurant reviews, and research shows that for every one-star increase in a rating, a restaurant can improve profitability by up to 9%. Reviews have a significant impact on the bottom line. A highly regarded business has a lot to lose. A poorly rated business has a lot to gain. It’s a game of maintenance or improvement for the marketing plans of restaurateurs in 2014, especially for those seeking to survive and thrive in a competitive market.
Focusing on the review sites that customers are likely to interact with every day is key. Yelp has approximately 47 million reviews on their site, almost double what they had two years ago. How are your restaurant locations being reviewed? Do you know?
Nobody is perfect. Even if you manage a top-performing restaurant chain, mistakes happen. But it’s important for all managers to take an active role in ensuring that reputation monitoring is part of the restaurant marketing plan for 2014. And when slip-ups happen, what’s the next move?
Here are 3 simple steps that restaurant marketing managers should take when a negative review shows up on a review site:
1. It is important to apologize publicly to a negative comment. The old newsroom saying “if it bleeds, it leads” persists precisely because bad news historically gets the most attention. So knowing that review readers will find a bad review and read it, it follows that they’ll also see your very public apology right below it. Even the most jaded consumers appreciate a company that publicly acknowledges and remedies a mistake.
2. Reach out to the customer privately to resolve the situation. Be open and honest about how the mistake was made and what you have done to correct it. Keep in mind that with sites like Reddit.com, these private conversations can go immediately public, as the entire communication thread between you and the customer might be posted after the transaction is complete. If that happens, you want the transaction to be as open and honest as your public apology.
3. Publicly acknowledge that the customer’s concerns have been resolved. This let’s anyone following the thread on Facebook or Reddit see that you and your business were in the moment the whole time – that you didn’t simply come to a secret resolution and abandon the public conversation. Every beginning needs an ending.
Need some more hands-on insight about your own restaurant reviews and response planning? Reach out to an email@example.com or call us at 877-813-6245.
Learn more about Hospitality and Food Service Marketing Plans and these statistics by downloading the emfluence Restaurant Marketing 2014 white paper here.
creating your restaurant marketing plan for 2014
Restaurateurs don’t need to look any farther than the smartphone in their own pockets to glean insight into restaurant marketing plans for 2014. According to wireless carrier consultant Chetan Sharma, 27% of all internet traffic came from mobile devices last year, a 5% increase over 2012. Last year showed this trend accelerating. Business Insider estimates there are two smartphones for every nine people on earth. That’s 1.4 billion smartphones in circulation.
So what do people use smartphones for? Looking up restaurant reviews! BrightLocal reports that in 2013, 68% of the searches done on smartphones were for restaurants and cafés. By comparison, doctors and dentists only garnered 35%. Smartphone users are looking specifically for restaurant reviews – by a wide margin, too. 61% of mobile searches were to sites like Yelp, seeking customer experience stories and ratings for restaurants, while doctor and dentist reviews – the next fastest horse in the race – were sought only 32% of the time.
But customers won’t go to a restaurant simply because they find you. They have to find that you’re actually good, too. Never has it been more important for restaurants to manage their online reputation, and not simply because of the risks of negative reviews, which tend to have a very long shelf life on the internet. According to Michael Luca, assistant professor at Harvard Business School, a one-star increase in a Yelp rating leads to a 5-9 percent increase in revenue. Even positive reviews (4 stars) can improve to drive more business.
It’s time to address the obvious: Restaurants need mobile-friendly websites and reputation management solutions as key components of their 2014 restaurant marketing plans. Need some help? Reach out to an firstname.lastname@example.org or give us a call at 877-813-6425.
Learn more about Hospitality and Food Service Marketing Plans and these statistics by downloading the emfluence Restaurant Marketing 2014 white paper here.
Facebook Analytics Makes it Official: The Social Life of the Millennial is Somewhere Else
What generation wants to party with their parents? No generation. Millennials are no exception, as illustrated by their declining use of perennial social media juggernaut Facebook.
Even the President of the United States can tell you that. Tuesday, at a lunch meeting talking to 18-34 year olds about the Affordable Care Act, President Obama was overheard by Atlantic writer Robinson Meyer to say, “It seems like they don’t use Facebook anymore.”
And the President is mostly right about this one.
Facebook’s Social Ads Platform, the go-to point for paid ad aficionados, tells an interesting story. Between 2010 and 2011, the growth percentage for the 18-24 year olds was a staggering 74%. Compare 2011 and 2014, and that same demographic shows a 7.5% decline. Negative growth is our new favorite oxymoron.
Negative growth looks equally impressive when you consider that Facebook users in 13-17 year demographic, from 2010 to 2011, grew a substantial 22.8%. But, again, comparing 2011 to 2014 reveals a growth of -25.3%. That’s negative twenty five point three percent. Did not grow. Shrunk. In fact, there were almost 13.1 million users in this demo in 2011, and there are 9.3 million users today. While some of those might have ascended into the 18-24 year demographic and still be using Facebook, the takeaway from the 13-17 decline in numbers is this: Millennials are not onboarding Facebook for their social lives.
What this means for marketers is simple. If your product or service targets millennials, reaching 9.3 million of them on Facebook might, at first, look like a great bang for a hundred thousand bucks. But if millennials are actually leaving Facebook, or they are not signing up to use Facebook in the first place, then attempts to connect with them on Facebook are going to look a little bit like that one kid’s parents, trying to be cool. Never ends well.
Smart is cool. And smart marketers create trends or ride trends upwards, not downwards.