West Virginia’s DNR Switches to Mobile Apps

To many, West Virginia’s Department of Natural Resources officers have a negative light shown upon them because of the fines they issue to sportsmen in the field. Truthfully, without the DNR officers, West Virginia would not have the flourishing wildlife and fishing population that it has today. These officers and the department are only able to regulate the population of animals by using funds from license purchases and safety courses and the money received by the payment of fines.

Image result for WV DNR checking fishing boats

Traditionally, licenses had to be purchases at official stations, which issued a hand-written, paper license to the sportsman. In addition to purchasing the license, game animals that were taken in the field had to be physically checked-in at these stations to provide the DNR with an “accurate” amount of animals harvested that year for the hunter. West Virginia’s DNR switched to a mobile friendly, electronic system that allows the individual to purchase their license and check-in their game from the devices. This was done in attempts to make hunting more convenient for people and reduce the amount of game that was not checked-in simply due to the inconveniences. As a result of this switch and a good hunting season, the DNR saw a 77% increase in deer harvested and checked-in on the opening day of buck season.

Image result for WV DNR electronic license system

In addition to the new electronic license and check-in system, the DNR has switched to using a mobile device platform to teach individuals about hunting and fishing in the outdoors. West Virginia DNR now offer their boater safety course and hunters safety courses online. With these online, mobile courses, the participants will be able to view and interact with various forms of digital media, including videos and images. The digital media paired with text information will allow the participants to view and identify possible safety hazards while operating a boat or in the field.

Image result for WV DNR online boater and hunter safety courses

Advertisements

Advertisements That Get You Paid

In today’s world, people are often over-exposed and pestered by a plethora of advertisements and marketing campaigns and strategies. Why are some of these advertisements and marketing campaigns more memorable and profitable than others? Why are some businesses able to create advertisement campaigns that continuously increase the amount of customer interactions on the posts while others take losses on their advertisement expenditures? In this post, various effective and ineffective marketing strategies and elements will be discussed.

Preparation Before Action

Before any written or visual content goes into an advertisement or campaign, the most important task to complete is clarifying all business objectives that are associated with the advertisements, according to Greg Satell (2013). Advertisements meant to strengthen customer relations, expose a new product to current or potential customers, or increase profits from a lucrative product line have to be marketed independently and in different ways. Each category of ads must have set goals with specified groups of individuals. Advertisements and campaigns with the adequate amount of specificity for the target group will outperform general advertisements due to a personal connection that the potential customer receives when the advertisement criteria matches their personality or preferences (Ambs, 2013). Advertisements that fail to have set objectives targeted towards specific groups of individuals are likely turn out to be a waste of the individual’s or company’s time and money.

Image result for target audience

Tracie (2015). How To Market To Your Target Audience.

Delivery Methods

Once the objectives are determined, the delivery method of the advertisement must come into play. According to Anto Chittilappilly (2016), effective methods that have become popular for emerging media delivery are:

  • Location-based Advertising: Advertisements that are sent to an individual once they go near a location. This method uses Geo-fence detection to send a perfectly timed advertisement for items such as coupons to a restaurant.
  • Device-aware Advertising: Advertisements that are sent to an individual based on the location of the individual’s device.
  • Native Advertising: Advertisements built and displayed within applications on an individual’s mobile device. The advertisements pop-up randomly while the application is running.
  • Social Media Advertising: Advertisements using one of the various social media platforms. The advertisements can range from call-to-action sales to traffic jam alerts.
  • Online Video Advertising: Advertisements that are displayed through a short video clip which it typically attached to the company’s website or a call-to-action link.

As most would guess, all of these effective delivery methods deal with digital media and mobile devices.

According to SeenBest (2013), many advertisement delivery methods have become outdated due to the increased use of technology. SeenBest (2013) believes the following methods are outdated:

  • Telemarketing
  • Direct Mail
  • Yellow Pages Advertisments
  • Newspaper and Magazine Advertisements

These methods are believed to be outdated because people rely heavily on their mobile devices and internet for information, which has allowed emerging media to take their place. In addition, people have become more skeptical than ever when receiving telemarketing calls, direct mail, or emails. In most cases, the potential customer will hang up the phone or discard the mail in the trash or spam folder, depending on the delivery method (SeenBest, 2013).

Construction of the Advertisement

Now that the objectives, targeting strategy, and delivery methods have been addressed, it is time to consider the specifics of the  emerging media advertisement. There are three basic elements that can be used in an advertisement, which are text, images, and videos. These three elements can make up the entire advertisement individually, or they can be used in combination. According to Felicia Golden (2015), plain text advertisements are out-performed by image advertisements which are out-performed by videos when it comes to catching the attention of the current or potential customer. According to Heidi Cohen (2013), these are a few statistics that compare customer’s views about plain text versus visual content:

  • 94% more total views are attracted to posts that contain an image compared to no image.
  • 67% of customers believe that images related to the topic are important and could out-weight the written content of the message.
  • 37% increase in engagement is experienced on social media platforms when the post includes visual content.

Visual content allows the target to easily consume the information that the person or business is trying to relay without confusing them with a surplus amount of text. The image can be used to display the product or service being advertised and is usable on any social media platform. In addition, images and videos are displayable across languages and cultures because they eliminate language barriers. This is due to the image or video conveying the meaning of the message instead of relying on the text. Below is a mistranslated message that only uses text.

Image result for funny incorrect advertisement translations?

Sevara (2008)Picture #21.

What Should a Solid Advertisement Look Like and What Elements Should Be Incorporated?

In summary, advertisements should start out with a clear set of objectives with concrete deadlines. The advertisement or advertisement campaign should be directed towards a group of individuals based on attributes, such as: race, gender, income, location, or education. To maximize results, digital content that catches the eye of the potential customers should be used. Text should be included with emerging media posts, but the amount should be limited to what is necessary. This will allow the potential customers to stay focused and remain interested.

Image result for funny advertisements

Funnystack.com (n.d.)Where Animals Are Stars.

When applying an image or video to an emerging media post, make sure that it is creative and unique to the company or product. According to Lesli Walsh (2012), stock pictures are affordable and easy to use, but they are predictable for viewers and hinder the overall design of the advertisement. As said by Felicia Golden (2015), 90 percent of all information received by the brain is visual and can be processed 60,000 times faster than text. Leave a lasting impression with the potential customers by using a unique visual that describes the product or service and place a small excerpt below it with a clickable link or embed the link within the image.

How do we know if it is working?

No advertisement can be complete if the provider does not know the results. Big businesses spend a fortune on campaigns and software to accurately track their interactions, whether they be views, clicks, addition to carts with no purchase, or completed purchase transactions. Many pieces of software  used to track emerging media interactions are provided for free on social media accounts or through other providers for the basic version (upgrading the package is how they make their money). Below are a few examples of advertisement tracking software that can be used for free or at low cost:

  • ClixTrac
  • Linktrack
  • Google Analytics
  • Facebook Insights
  • ClickInc.com

Mass Exposure to Emerging Media

In recent years, the expansion and utilization of emerging media has been remarkable. Jason Karaian explains that the amount of time individuals are exposed to digital media, including the internet, television, or cell phones, has skyrocketed to 490 minutes each day. Lulu Chang estimates that cell phone users spend an average of 4.7 hours per day on their cellular devices, which provides the most exposure to digital media than any other means. The next source that provides the most media exposure is television at approximately three hours and the internet at two hours for those who possess those luxuries.

change_in_average_daily_media_consumption_2015_vs_2010_chartbuilder

The more interactive forms of media on cell phones, social media, blogging, and television have acquired more attention by marketers than any other form of media in history. These advertisements can easily be tracked and modified in real-time to adapt to the market and consumer needs. Businesses have been able to more effectively expose potential consumers to their products and services and induce their interaction on their emerging media campaigns. More interactions on the emerging media campaigns means there is an increased likelihood that these companies can upturn sales and profits.

Social media platforms are doing especially well in advertising and marketing revenue since the increased use of emerging media. Facebook is a company that is fully exploited for its marketing advantages. Facebook increased their first quarter profits by 76% to $4.26 billion in 2016 when compared to the first quarter in 2015. The amount of growth for Facebook can be attributed mainly to large and small businesses designing and releasing interactive advertisements on Facebook’s platform. Once an advertisement is released, businesses are able to utilize some of Facebook’s analytical software to properly adjust and focus their advertisement campaigns.

chartoftheday_2496_facebook_revenue_by_segment_n

 

Overall, I believe that using interactive, responsive forms of media marketing through cell phones, television, and the internet are the best ways for businesses to increase profits. Digital media has dramatically decreased the popularity of print media in recent years, which has allowed some companies to fully exploit its benefits. Businesses that are able to fully capitalize on the emerging media efforts will overshadow those who are sticking to traditional media marketing.