Mykel Hedge
Digital Marketing Manager at ZND
Website Address: www.znd.com
“More 2 Media” is a show made for people in the world of marketing and media who want to grow their advertising knowledge. Interviewing experts around the country, “More 2 Media” is the place to go for tips, tricks and entertaining quips to take your business to the next level.
This week our host interviews Mykel Hedge from ZND. To learn more, check out https://www.znd.com.
What is the biggest change in marketing that you see coming in the next 2 years?
Hyper-focused user content becoming more widely adopted.
We’re drowning in a sea of content, with everything vying for our attention. To be successful in the coming years businesses will have to create content that is hyper focused to a users specific needs.
What is one tip that you would give when it comes to digital marketing?
Have a clear idea of what it is that you want to achieve…and ensure that is realistic.
What are the major challenges that you (and/or other advertisers) face today?
Competition for attention and retention of ads.
The time users are online isn’t rising at the same level as the volume of content production, so there is more content competing for the attention of users, who’s attention spans are getting shorter.
With ad blindness and ad blockers making it harder to be noticed by many users on a decent percentage of their online experience, there is an even greater competition on the fewer opportunities to reach them.
It is not all bad though. Competition drives innovation, improving the quality of the content that makes it to market…but it is a challenge that will only grow over time.
What are the most effective advertising tactics and/or media for your company?
ABM – As a product focused industry with a better product than our competition and a clear list of ideal customers we focus on building brand and product awareness in these target accounts. For this we go all out. We have over 200 different display and video adverts running at any one time to deliver key messaging to users and prevent ad fatigue. Many target accounts have a customised user experience on our website which can include branded products or messaging directly to that account. This tactic aims to support our team by bringing the audience to a simmer, increasing the chances of a positive outcome from their more direct approach.
What are the major challenges that you (and/or other advertisers) face today?
Competition for attention and retention of ads.
The time users are online isn’t rising at the same level as the volume of content production, so there is more content competing for the attention of users, who’s attention spans are getting shorter.
With ad blindness and ad blockers making it harder to be noticed by many users on a decent percentage of their online experience, there is an even greater competition on the fewer opportunities to reach them.
It is not all bad though. Competition drives innovation, improving the quality of the content that makes it to market…but it is a challenge that will only grow over time.
