Digital Marketing: Rough marketing weather ahead

There is a perfect storm on the horizon this election year. Actually, as ad-weary veterans of the 2016 Iowa caucuses, many Iowans may have a more scatological term for the kind of marketing storm we're about to witness.

Combine a general election with no incumbent, a bitterly contested ideological battle, along with Iowa's designation as a 'swing' state, and experts expect to see prime-time ad spots on local TV to sell for up to 40 times the usual price this fall.

Of course, there always are less desirable time slots available, advertising on 'lifestyle' digital channels and cable options. But even those spots will be limited and more expensive than usual.

So, what's a local business to do?

Livestreaming Videos

One option is to create your own 'channel' to broadcast your events and content. While livestreaming is getting a lot of attention in the news lately, local marketers also are figuring out how livestreaming can boost their marketing without blowing the budget.

A more affordable option than broadcast commercials, businesses can capture 'live' events and stream them to their social media channels without the traditional broadcast media middleman. Do you want to promote a dance studio or exercise class? Livestream a class and let people get a taste of the experience in advance.

Planning an event or promotion at your business? Livestream the fun with a fun play-by-play, with plenty of promotion in advance.

While livestreaming certainly won't replace highly quality, professional video productions, it is an innovative, authentic tactic to attract attention, educate and entertain current and potential customers. Once the event is over, you can host it on your own video channel — think YouTube or Vimeo — and continue to boost (pay to promote) the video on various social media channels.

There are a variety of apps you can use for livestreaming. Periscope (owned by Twitter) and Facebook Live are among the most popular now, and there are reports that Google is creating its own livestreaming app called YouTube Connect to grab a share of the market.

Augmented Reality

Up until a couple weeks ago, the term augmented reality (AR) was associated more with recreational drugs than digital marketing. Then came Pokémon Go, and you could almost hear the collective 'ah ha' moment when marketers and businesses alike finally 'got' what the GPS-enabled technology such as AR could offer.

Forward-thinking businesses immediately began to capitalize on the popularity of the app by promoting their Pokémon Go status and, in some cases, rewarding participants with discounts and specials. While time will tell whether the Pokémon Go craze will last, the reaction certainly has opened the eyes of many to the potential of AR for connecting with customers and driving foot traffic to local businesses.

Marketing Basics Remain the Same

For small and medium-sized businesses, local content could be a great way to cut through the static generated by the political din this year.

But don't fall into the trap of using a new technology just because it's new and cool. You need creative, well-executed campaigns with a strategy and a payoff.

Give people a good reason to use your app or watch your livestream — whether it's a special deal, education or entertainment — and you're more likely to be the real change that people are looking for this year.

Regina Gilloon-Meyer is a content marketing specialist for Fusionfarm, a division of The Gazette Company; (319) 368-8530; regina@fusionfarm.com; @Regiimary