Consider Over-the-Top Advertising Opportunities
Over-the-top advertising isn’t a crazy marketing tactic; it’s the term for internet-based streaming services like Hulu, Roku, Netflix and Amazon Prime. These services attract millions of viewers, and most have paid advertising opportunities.
“Interestingly enough, in the outdoor space, I have seen that they are more in the forefront than other industries,” Ricci Maffett said. “There’s so much outdoor content on OTT and connected channels that there are some really good and affordable opportunities to take a look at.”
Podcast Potentials
“Listenership of podcasts continues to grow, especially in the outdoor industry. It’s been a very interesting trend I’ve seen, and I think it will continue to grow,” Ricci Maffett said.
Podcasts thrived during the pandemic, and they continue to generate more listeners. Companies can take advantage of this trend in a few different ways. With the right resources and a unique idea, starting a podcast can be a successful venture. There’s also the opportunity to use paid advertising to target a specific audience during a podcast. Finally, serving as a guest on a podcast is an excellent public relations move for your brand or company.
To TikTok or Not?
TikTok is the newest player in the social media space. It was the most popular app in 2020, and the channel’s most popular videos have generated more than 2 billion views. That’s a lot of potential customers. Companies can find huge success on TikTok, but it’s not necessarily a missed opportunity in a marketing plan.
Ricci Maffett said there are quite a few factors to look at before signing up. “Don’t jump on it because it’s trendy — you want to make sure you have the resources to put behind it.”
Prior to launching a TikTok account, consider: Is your target audience there? Can you make great content for the platform? Do you have something to say? Are you just going there because everyone else is?
Many brands and shops have found success on more traditional social media channels like Instagram and Facebook. For companies that have these established channels, marketing experts recommend continuing to focus on mobile engagement and content generation. Be sure the content tells a story and is easy to view on a mobile device.
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