What Are the Best Untapped Marketing Channels to Use?

TL;DR

The best untapped marketing channels include creator partnerships and YouTube ads, which provide lower cost-per-lead and better targeting compared to traditional platforms like Google and Facebook. Additionally, point-of-need advertising, such as Wi-Fi sponsorships in airports and ads in rideshare apps like Uber, can engage captive audiences effectively. Marketers should explore these innovative channels for better ROI.

Transcript

we're going to give you the three places to spend your paid advertising dollars that no one else is we're going to tell you how to get leverage how to be successful and the tactics that will make you famous in front of your CEO because you're going to be making them so much cash you want to stay tuned to get the tactics the places and how you can g... Read More

Key Insights

• Billboards can be effective for targeting specific accounts, but they are often used for vanity and lack measurable ROI.
• AI integration with billboards can enhance engagement by allowing interaction through phone numbers or chat widgets.
• Creators on platforms like YouTube and TikTok offer lower cost-per-lead compared to traditional channels like Google and Facebook.
• Working with creators requires collaboration; allowing them to craft narratives that resonate with their audience is crucial.
• YouTube ads are underutilized in B2B; they offer excellent targeting and are cost-effective with the right creative content.
• Wi-Fi sponsorships in airplanes and airports are highly effective due to captive audiences seeking connectivity.
• Uber and Lyft app advertising can capture users' attention during wait times, offering a unique point-of-need opportunity.
• OTT advertising on platforms like Hulu and Netflix can reach engaged audiences, though often more brand-focused than direct response.

Questions & Answers

Q: What are the drawbacks of billboard advertising?

Billboards are often used for vanity purposes, primarily to impress executives rather than drive measurable ROI. They are not easily quantifiable and provide limited data compared to digital channels. While they can target specific accounts, their effectiveness is generally questionable unless integrated with innovative technologies like AI for enhanced engagement.

Q: How can AI enhance billboard advertising?

AI can enhance billboard advertising by allowing interaction through phone numbers or chat widgets. This technology enables potential customers to engage directly with the ad, providing a more interactive experience. AI voice-enabled agents or chatbots can facilitate this interaction, making billboards more engaging and potentially increasing their effectiveness.

Q: Why are creators a valuable advertising channel?

Creators offer a lower cost-per-lead compared to traditional channels like Google and Facebook. They have established trust with their audiences, leading to higher engagement and conversion rates. Collaborating with creators allows brands to craft authentic narratives that resonate with audiences, making this channel highly effective for targeted marketing campaigns.

Q: What makes YouTube ads underutilized in B2B marketing?

YouTube ads are underutilized in B2B marketing due to the misconception that video ad creation is costly and complex. However, with affordable tools and platforms like Upwork and Fiverr, creating compelling video content is now accessible. YouTube offers excellent targeting capabilities, making it a cost-effective channel for reaching specific business audiences.

Q: What is point-of-need advertising?

Point-of-need advertising targets audiences in high-engagement moments when they are seeking specific services, such as Wi-Fi on airplanes or while waiting for an Uber. This approach leverages captive audiences who are more likely to engage with ads due to their immediate needs, making it a highly effective advertising strategy.

Q: How can Uber and Lyft apps be used for effective advertising?

Uber and Lyft apps offer a unique opportunity for advertising by capturing the attention of users during wait times. As users monitor their ride's progress, they are more likely to engage with ads displayed within the app. This point-of-need advertising takes advantage of a captive audience, leading to higher engagement rates.

Q: What are the benefits of OTT advertising?

OTT advertising on platforms like Hulu and Netflix reaches highly engaged viewers who are invested in the content they are watching. While often more brand-focused, these ads can effectively raise brand awareness and engagement. The captive nature of streaming audiences makes OTT a valuable channel for reaching specific demographics.

Q: Why is it important to explore new advertising channels?

Exploring new advertising channels is crucial for gaining a competitive edge. Traditional channels like Google and Facebook are highly competitive and costly, with diminishing returns. New channels offer lower competition, innovative targeting, and the potential for higher engagement and ROI. Being an early adopter in these channels can lead to significant advantages.

Summary & Key Takeaways

• The podcast discusses innovative advertising channels that offer better ROI than traditional platforms like Google and Facebook. It emphasizes the potential of creators and YouTube ads, which are underutilized yet offer excellent targeting and cost-effectiveness. The discussion also covers point-of-need advertising, such as Wi-Fi sponsorships and Uber app ads, which capture audiences in high-engagement moments.

• Billboards are critiqued as often being vanity projects with limited measurable ROI, though AI integration can enhance engagement. The hosts highlight the importance of collaboration with creators, allowing them to craft authentic narratives for their audiences. They stress the need for marketers to explore new channels to gain a competitive edge.

• The episode introduces the concept of point-of-need advertising, where audiences are captive, such as in airplanes or during Uber rides. It also explores OTT advertising on streaming platforms like Hulu and Netflix, which can reach highly engaged viewers. Marketers are encouraged to test these new channels to maximize their advertising effectiveness.