When you talk to marketing agencies about what they do, have you ever been baffled by marketing terms like ‘OOH,’ ‘media buying,’ and ‘reach’?
You are not alone.
As the owner of Wicked Bionic, a successful marketing and advertising agency in Los Angeles, many of our clients are business owners who want to ramp up their brand awareness but may not be familiar with marketing jargon.
So, here’s a quick review of a few common marketing terms you may be unfamiliar with…and how to use them to get the word out about your brand.
1. Reach vs Impressions
Reach is the total number of people who see your content. Impressions are the number of times your content is displayed, whether it was clicked on or not.
A high number of impressions can give you an inflated estimate of the potential customers you are able to target, but reach is what really matters.
2. Sandboxed
Google’s search algorithms often hide newly created websites from search results, a practice referred to as “sandboxing.”Although Google has neither confirmed nor denied this practice, there is ample evidence that while a new site may perform well on Bing or Yahoo, it may not do so on Google.
A comprehensive SEO (Search Engine Optimization) and content strategy could keep your website out of the Google sandbox.
3. Shadow banned
If your posts and pics are not appearing on social media sites, you may be shadow banned and not even know it. While platforms are reluctant to confirm this practice, the user experience reveals that individuals and businesses can find their voices muted.
As a brand, getting shadow banned can hurt engagement and cause you to lose followers. You can use digital tools to check if any of your posts have been shadow banned, and take steps to ensure your content starts showing up on the platform again.
4. OOH
OOH (Out-of-Home) advertising, or outdoor advertising, consists of all the visual media you see outside of your home. This includes billboards, signs, ads at bus stops and on benches, and so on. OOH is a wonderful way to reach a larger local audience in a more impactful way, since it circumvents the limitations that come with digital advertising, like ad blockers.
5. Media Buying
Media buying is the process of procuring media placements to display ads on platforms such as Facebook and Google.
This can include online placements such as pay-per-click ads or website ad spots and more traditional placements such as TV commercial spots, billboard space, and print ad space. With so many available options, a strong media buyer can help you plan to spend your marketing budget strategically and achieve maximum reach.
Not sure how to incorporate these concepts into your marketing strategy? Wicked Bionic can help you design high-converting marketing strategies and leverage the most effective marketing methods to grow your brand. Reach out to us today to discuss your business needs.
– By Dana C. Arnett
About the Author
Dana C. Arnett is the Founder and CEO of Wicked Bionic, a Los Angeles-based multicultural communications and advertising agency. She works with government and private sector clients, specializing in paid media campaigns. With over 30 years of experience in entertainment production and a decade building authentic connections between organizations and diverse communities, Dana is a recognized leader in culturally responsive marketing.
