(Marketing Strategy)

The Evolving Digital Landscape

Ryan Chute
Ryan Chute
June 2, 2022
The Evolving Digital Landscape

A lot has changed in ten years — even in the past two years. Today's digital landscape is constantly evolving, and we're learning what's changing and what aspects of marketing and advertising are becoming more or less reliable. As we are exiting a global pandemic, Americans' preference to shop online has only increased, leaving brick-and-mortar retail out of money and with nothing left to do but go out of business. In its place, e-commerce has taken the stage as the new retail powerhouse. What does this mean for marketing? It means that marketers need to be present where their audiences look to contact them, and now, that's online (RIP Yellow Pages). It also means that traditional marketing techniques are more important than ever to build your brand into a household name. While social media adds credibility to a well constructed brand, extending the narrative of your offline messaging, your website is the true lynchpin for converting leads into prospects. As we move into a new era of marketing, it's important to not only keep up with the new digital marketing landscape but also have an impenetrable strategy that allows your business to stand out from the rest, online and offline, with a single unified front. In this article, we'll explore the latest line of evolution in marketing and what it means for your business.

Digital Landscape of the Digital Era

Digital Landscape of the Digital Era

The digital landscape is essentially the digital universe that all businesses operates in. It is made up of digital assets and channels through which leads, prospects, and customers can be reached. These digital channels consist of email, websites, social networks, mobile devices, videos, and more. Marketers leverage these channels to create digital marketing campaigns that promote their brand, product, or service. The digital landscape is constantly changing and evolving as new technologies and channels emerge, so it's important for businesses to stay up-to-date with the latest digital trends in order to remain competitive. With the right digital marketing strategy, businesses can reach a wide audience of their target market and build strong relationships with their customers. Want to get started on optimizing today's digital landscape? At Wizard of Ads®, we know how important maintaining a powerful online presence is in the digital age. Book a call to learn more about our digital marketing services today!

Components of a Digital Landscape

Now that you have a better understanding of what a digital landscape is and how it can be used, let's take a closer look at some of the individual components that make up a digital landscape. The marketing landscape consists of the numerous digital tools and techniques used to market products or services to customers. It encompasses everything from email marketing, content marketing, SEO, and even crosses over into the social media landscape. The most important thing to remember is that all of these elements are meant to do one thing and one thing only — drive them to your website and convert them into an appointment.

Social Media Landscape

The social media landscape includes all of the social media platforms that exist for users to interact with one another. This can include everything from traditional platforms like Facebook and Twitter to newer ones like TikTok and Instagram. These platforms tend to have a wide variety of users, which can make them ideal for marketing purposes. Their distinctive landscape means that social media users can be segmented into different groups based on their interests and behaviors. However, since each function separately with different userbases, a business should consider what its target market is before investing too much into any one social media platform.

The Internet of Things Landscape

The Internet of Things is made up of the various hardware, products, and tools people use to access the internet. HVAC systems can tell you they are experiencing a power fluctuation. Hot water tanks can alert you of a leak. And your fridge can order more food when you run low automatically. Some of these tools might also be applied to certain marketing efforts, but the Internet of Things landscape still generally young and interesting as to where you can take it as it matures and evolves.

Search Landscape

The paid media landscape is the all-encompassing ecosystem of news and information where advertisements make their home. This includes all of the backlinks to your website, including directories, content sites, and search engines. Some of these you pay for, like PPC, and others are free, like Google Business Profile. As the most challenging landscape to accommodate, the most important thing to remember is that everything you are trying to do is to get them to your website (or a landing page) that converts them from a lead to a prospect, and in many instances, a buyer.

How is the Digital Landscape Evolving_

How is the Digital Landscape Evolving?

As we’ve mentioned earlier, the digital landscape is rapidly changing, and falling behind will be detrimental to your business’ success. That doesn’t mean you have to do everything. I’ve curated the following list of the newest emerging digital landscape trends to make note of, not because you need to be doing them today, but because you will eventually be stepping into them as the digital landscape evolves.

New Digital Channels Are Emerging

A great example of the evolution of digital marketing is the incline of new digital channels. In the year 2000, a whopping [50 percent of online ad spending]( Advertising Statistics, Strategies, Projections, and Trends Report March 2002.pdf) in the U. S. was for banner ads alone. Compare that to today, where banner ads are small potatoes in the grand scheme of digital ad spending. HVAC companies used to simply buy a newspaper ad and call it a day. Today, our digital advertising has opened a plethora of possibilities for how we connect with our audience. Now, they can use Google Ads to specifically target people searching for “heating and cooling near me" or post an edutaining video on TikTok that speaks to a wider audience — and that's just the tip of the iceberg.

Frequent Updates on Tracking, Targeting, and Privacy

Are you up to date on the recent adjustments in tracking, targeting, and privacy? Long story short, brand goliaths Google and Apple are cracking down on these activities due to consumers' concerns about data privacy. Google will be phasing out its support of third-party cookies with an interest-based advertising model called Topics API while Apple is requiring app developers to get explicit user permission before tracking them across apps or websites owned by other companies using Apple's Identifier for Advertisers (IDFA). What does this mean for you as a business owner? Well, since you're relying on cookies to track user behavior and collect data for targeted advertising today, you'll need to find another way to do so. The sooner you do that, the further ahead you’ll be tomorrow. For instance, you can retarget ads to users who visit your website or try focusing more on building brand awareness by engaging deeper with your audience. This will encourage first-party data collection, which will be more reliable and valuable in the long run as it builds a loyal customer base.

Machine and AI Learning

There's no doubt that the future of the digital marketing landscape will involve more and more AI machine learning. This is because machine learning will help marketers automate tasks, leverage consumer data, and target ads much more quickly and efficiently than humans can. With the data they collect, AI can identify patterns and correlations that humans would likely miss. This allows businesses to target ads and content to consumers based on their likelihood of being interested in it. AI can also deliver SEO insights, such as which keywords are being used most frequently by consumers and which content is most popular. This helps businesses to create content that is more likely to be seen by consumers. This means removing control from people, and more control for computers who will choose your copy for you, and charge you more for the service.

Rise of Augmented Reality (AR) and Virtual Reality (VR)

Augmented reality (AR) is a live direct or indirect view of a physical, real-world environment whose elements are "augmented" by computer-generated sensory input such as sound, video, graphics, or GPS data. It has become a more prevalent digital presence in marketing campaigns as it's used to enhance consumer engagement by bringing the product or service to life in an interactive way. Virtual reality (VR) is a simulated experience that can be similar to or completely different from the real world. VR is achieved by providing users with a headset and graphics that replace or augment their vision and hearing. Some common marketing VR applications are product visualization, trade show demonstrations, and customer experience simulations. For example, if you are a home renovations company, you could use VR to let potential customers experience what their home would look like with your products without having to actually do the work. AR and VR are two technologies that are quickly changing the digital landscape. With the rise of mobile devices and wearable technology, consumers are now more accustomed to having information at their fingertips than ever before.

The Metaverse

Possibly the latest technological advancement when it comes to today's digital landscape is the metaverse. The metaverse is a term that takes the virtual world and reality and blends it into one singular digital experience. Mark Zuckerberg, the founder of Facebook, is one of the driving forces behind mainstreaming this new digital landscape. And since its debut, this new channel has been a hot topic for what can be possible in the future with digital marketing. So what exactly can you do as far as marketing on this platform? We advise you to start small and "buy" virtual billboards to advertise on. You can also create digital experiences for people to come and explore. These experiences can be in the form of a 3D tour of your product or an exploration of what it would be like to use your service. The metaverse is still in its early stages, but that doesn't mean there isn't potential for marketing here. So if you want to get ahead of the curve, start exploring how you can use metaverse marketing to your advantage and see what sort of results you can get.

Embrace Change and Adapt to Evolving Digital Landscape

Embrace Change and Adapt to Evolving Digital Landscape

In a rapidly changing digital landscape, it's more important than ever to embrace change and adapt to new technologies and trends. And if you don't know where to start, there are a lot of tools available to help you get up to speed. Creating a digital playbook for your team is a great way to make sure everyone is on the same page and knows how to use the latest tools and technologies. And online training can help you and your employees stay up to date on the latest digital trends. Don't be afraid of change — embrace it, and you'll be able to stay ahead of the curve in the digital world. Spinning too many plates? No problem. At Wizard of Ads®, we can help you manage your digital marketing so you can focus on running your business. We help residential home service companies build brilliant and disruptive household brands that customers love. Book a call with us today to learn more!

(Digital Playbook)
Ryan Chute
Ryan Chute

Helping small businesses become BIG brands with a holistic marketing strategy that speaks the same language across all sales and marketing channels.

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Frequently asked questions

Questions? We’ve got answers.

Who does the Wizard of Ads® for Contractors work with?

Wizard of Ads® for Contractors work with healthy and growing Residential Home Service Contractors hungry to grow by multiples, like you.

You are ready, willing, and able to grow your business. You are open to change and are seeking a distinctive angle of approach to gain the time and attention of a too-busy public.

You know that lasting relationships take time, patience, and good energy to nurture and cultivate. We carefully enter into every arrangement with the intention of working with you for as long as you own your business. You prefer lasting partnerships.

You are already a solid operator. You have successfully grown your business and appreciate the impact the right brand story will have to get to the next level in your operation. You know a strong relational message takes time to gain momentum, but it’s worth the one-time short-term discomfort for the long-term gains.

Marketing cannot fix a failing business.

We accelerate what’s already happening in a business. If your business is on the rocks, marketing will only speed up the inevitable.  

You’re focused on lasting change that leads to exponential, profitable growth, not just sales at any cost. Intuitively, you know that communication that enhances every element of your customer's experience and your employee's culture is the key to your success.

How does the Wizard of Ads® for Contractors charge?

Traditional marketing agencies are designed to capture the greatest amount of revenue from a client, regardless of results. Every last item is billed and expensed to the client. Typical agency fees can represent a whopping 55% of the entire advertising budget. That means a $5 million dollar advertising budget, you would spend $2.75 million on agency fees.

Think of Wizard of Ads® for Contractors as the Anti-Agency.

Our income is not tied to your advertising budget. Our income is exclusively tied to your growth. Our goal is to maximize your advertising impact with the lowest reasonable spend. This allows you to spend only what is necessary or to put extra horsepower into aggressively growing in your market.

The genius of this model is that it perfectly aligns our motivations as true partners for exponential profitable growth without the pain of being unaffordable. Ultimately, we are confident in taking the risk of being underpaid in the first few years because we know the results always speak for themselves.

Next, we do not accept commissions, referral fees, kickbacks, or other compensation from any service providers we recommend or engage for production work. Most agencies do. This includes the 15% agency commission for media buying. This approach is considerably different from the compensation plan employed by most advertising agencies, as it eliminates any potential conflicts of interest and allows us to focus our entire attention on helping you grow your business profitably as a true partner. For example, a $500,000 annual media buy would involve a $75,000 commission that we would have removed directly from your media providers' invoices.

This is the perfect pricing model for Residential Home Services.

By tying ourselves to gross revenue, we only have one motivation. Your motivation. We have no motivation to convince you to spend more money on marketing than what is necessary, and since we are a variable expense to sales, we NEVER become too expensive to have us on your team.

In almost every case, we end up lowering the amount of money you spend. We will stay within your planned marketing budget, including your media spend, production, and our Annual Fee. Add on the fact that you get any and all commissions back for media buys and various services provided by outside providers, and you will actually save money having us on your team.

Don’t forget, we have the largest buying power in North America for media buying, meaning for every dollar you spend buying media, we only spend 27 cents on average. This stretches your reach, impact, and frequency in a way no other agency (or yourself) can achieve on your own, saving you hundreds of thousands of dollars, eventually millions, every single year.

Clients who heed our advice and embrace our Marketing Strategy quickly add $1 million in incremental revenue to their business, making your investment a smart bet and a bit of a no-brainer.  

There is no longer any guesswork, hope, or fear that our marketing strategies are going to work. If our client’s are able to abandon any limiting beliefs about marketing, deliver operational excellence, and play the long game, our marketing strategy will accelerate their profitable growth.

Wizard of Ads® for Contractors pricing model is based solely on the topline revenue of your company. It consists of an Upfront Fee and an Annual Fee. These fees are inclusive of scheduled travel, services, and all other expenditures as outlined in the Consulting Agreement.

The Upfront Fee covers the intensive Uncovery Process, the first year’s Media Buy, the Creative Process, and the Market Research while the Annual Fee goes toward implementation, ongoing creative and consulting, and next year's media buy. You get a team of 3.5 people, with direct access to a top tier Creative Lead and Media Buyer, and on-demand access to me as your Master Strategist. You will also have a full-time Account Manager keeping everything on track.

While the upfront does have an initial pinch, it is easy to amortize the investment over the many years we will be working together to grow your business. Wizard of Ads® retain clients for 10 years, on average. The sale of the business is the number one reason for termination. We actively terminate the bottom 1% of clients who are unwilling or unable to follow our strategies.

Wizard of Ads® for Contractors believes that all rewards should be directly correlated to the success of our clients. This means that the Wizard of Ads® for Contractors only receives a raise when the company achieves growth. For example, if your gross sales for the year have increased by 25%, the Annual Fee you pay us in the following year will also be increased by 25%. Likewise, if your gross sales decrease, our Annual Fee will decrease by the same percentage during the following year.

This is an exceptionally easy and fair way to track and reward success. This model was developed by Wizard of Ads® over 35 years ago and has served us well because it serves our clients well.

As a rule of thumb, we take the risk of working for considerably less than our actual value in the first few years as we help accelerate growth. This means you need to be willing to pay us exceptionally well when you start doing even better.

When should I engage The Wizard of Ads® for Contractors?

There are four key revenue stages for engagement with the Wizard of Ads® for Contractors.

  1. Under $3.6 million in revenue
  2. Between $3.6 and $10 million in revenue
  3. Between $10 and $20 million in revenue
  4. Over $20 million in revenue

Under $3.6 million in revenue is an investment in your brand. This will serve you well in establishing your brand story early on and help you with your name, logo, and truck wrap design. It's easier to create pictures from a story than it is to make a story based on pre-drawn pictures. You'll be glad you did. Everyone on a fast path to growth is.

Most clients start with Wizard of Ads® for Contractors between $3.6 and $10 million in revenue. They have often seen a natural ceiling with their leads for demand service and are looking for ways to push past the ceiling. This can only be done with a properly executed brand strategy, specifically in mass media with a sticky story.

Between $10 and $20 million in revenue, Wizard of Ads® for Contractors has some natural economies of scale. This is a sweet spot where Wizard of Ads® for Contractors can offer some added value in getting the ball rolling.

Over $20 million in revenue is actually the lowest cost point of entry as a percentage of revenue, but not the cheapest time to start with the Wizard of Ads® for Contractors. Leveraging all economies of scale aside, we have been left out of the upside along the way, so engaging when over $20 million in revenue means we have to mend a lot of fences damaged along the way. This is also where clients see significant savings in their media buys and production costs.

There are also three market sizes to consider.

  • Primary Markets are the top 50 cities in America.
  • Secondary Markets are the smaller cities in America.
  • Tertiary Markets are the more rural trade areas in America.

When considering an engagement with The Wizard of Ads® for Contractors, consider what size market you are in. For example, a $3.6 million company in a Primary Market will struggle to get the necessary reach needed to make a splash. You either have to be more patient than a larger company or spend more money to accelerate your reach.

Alternatively, a $5 million company in a Secondary Market will look like a pretty darn big fish in a medium-sized pond.

A $20 Million company in a Primary Market will feel like a $50 million company using our strategies to potential customers.

The key to remember is that the earlier you start with the Wizard of Ads® for Contractors, the lower the investment to get started. As they say, the best time to plant a tree was 20 years ago. The second best time is today.

Are production costs included in your fees?

The Wizard of Ads® for Contractors Creative Lead will create the ad copy, cast the voice actors, source the production house, direct the performance, pick the music bed, manage all the edits, and provide you with the completed ad for final approval before sending to air on your behalf. This is included in our fees.

You pay for the production house, actors, royalty-free music, and jingles directly to avoid any potential for markups, commissions, or management fees.

We have many friends in the industry that give our clients good deals due to the large volume of work we provide them. We will introduce you to them.

How long before a brand-forward strategy starts working?

In approximately three months of activation, we’ll just be getting live on air. In six months (3 months on air), you’ll be getting anecdotal feedback from people that you are being heard, but there will be no direct line to revenue.

After 6 months on the air, you’ll think you made the biggest mistake of your life signing up for this branding nonsense. After 9 months on the air (12 months in) you’ll see the light at the end of the tunnel.

At 12 full months on the air, you’ll know why you did this branding thing. Two years from now, we'll be clinking champagne flutes as you wonder why you didn’t do this sooner.

How long before we’re live?

The general guideline is 70-120 days, depending on the level of production needed and if there is a name change to your business.

This includes an onsite visit, a deep dive into research, and getting things created, negotiated, approved, produced, and live on the air.

  • Uncovery - 15-30 days based on travel. 1-2 days onsite.
  • Research - 30-60 days based on the scope of work.
  • Creative and Media Buy Process - 45 to 60 days
  • Offline Production - 15 days for radio. 30 - 60 days for television.
  • Online Production (if switching) - 60 days

This means planning for roughly 90 to 120 days in the proper development and production of a completely unique Marketing Strategy before anything hits the airwaves.

Are you exclusive?

Creatively, yes. During the term of this Agreement, all Creative Partners assigned to your Account shall not engage, directly or indirectly, as an employee, officer, manager, partner, consultant, agent, owner, or in any other capacity, in any competition of the client, including any company engaged in marketing consulting.

For clarity, the Creative Partner is defined as the individual Wizard of Ads® Partners who is responsible for creating your creative strategy and ongoing creative copy. Competition is defined as companies that engage in the same industry and business units (e.g., HVAC, Plumbing, etc.) as you. The market area is defined as the area where the marketing message naturally reaches through DMA or 60 miles from the city center of the client's service area(s).

Naturally, we exclude any potential future competition in markets where you are not currently active at the date of signing.

We do not limit Media Buyers in any market. Media Buyers get better deals for larger volumes, making it beneficial for the client to have the Media Buyer available to do as many buys as possible to secure the best deals on the client’s behalf.

Do you do digital marketing?

In rare circumstances, Wizard of Ads® for Contractors will provide specific digital marketing solutions. Wizard of Ads® has very specific Partners that provide digital services that serve Residential Home Services effectively. Under no circumstances will digital marketing services be offered without Wizard of Ads® for Contractors' core solution.

It is most likely that Wizard of Ads® for Contractors will work with your existing digital partners and suppliers. If you do not have a reliable digital provider, we would be happy to introduce you to a number of great providers that play nice with Wizards.

Do you do jingles?

Wizard of Ads® for Contractors can assist you in getting a jingle for your business. Like any other tactical element of a marketing strategy, we do not produce a jingle for the sake of a jingle.

If you do not have a story or a strategic reason to have a jingle...or an ad campaign to tie it to, do not waste your hard-earned money on a jingle. You are wasting your time and money.

When you do build a single unified marketing strategy that incorporates a jingle for a specific (often scientific) reason, we have a Jingle Wizard who has studied the art and science of jingle design.

He will score you an original, royalty-free jingle, including professional singers, musicians, and producers. He will not knock off a generic jingle from a publicly available music bed that sounds like everyone else's jingle.

Your jingle will serve a very specific reason and produce a very specific result. Have you guessed how much we love jingles yet?

Who owns the copyrights?

Wizard of Ads® for Contractors owns your copyright for two very specific reasons. We also provide a fair use clause in all contracts to ensure you are in no way limited to the access of your creative works, whether you are working with us or not.

The first reason we own your copyright is to ensure that we do not have to go up against our own creative works in other markets we serve. This means you are not allowed to lend, give, borrow, tweak, rent, lease, or sell your creative works to any other company at any time.

The second reason we own your copyright is that we can establish a one-time value for your creative works in the event that someone steals the content. Upon selling you the copyrights, you can go after the perpetrator for theft and make a considerable bounty in a slam dunk case.

Here is how Wizard of Ads® word the fair use of your copyright for as long as your business is in operation:

All writing and/or marketing materials we create for you are not works-for-hire. Wizard of Ads® for Contractors hereby irrevocably grants you, and your successors in interest, the non-exclusive, royalty-free, non-transferable, and worldwide right to use the Works in connection with the marketing of your business pursuant to the Marketing Strategy for so long as your business is operational.
How do I measure brand results?

There are a number of interesting ways to measure results. Some people like to get unique identifying telephone numbers, or create branded URLs that redirect to landing pages or the website. However, much of this is a waste of time and energy as it never tells the true story of the brand journey and how it affected the decision-making process.

Other indicators of brand effectiveness include tracking new customers, reactivated customers, or running a brand equity survey to get a sense of your share of mind. Digitally you will see direct search increase, which cannot be affected by anything digital, as well as branded keyword inquiries increase. You’ll, of course, need to get your digital people to add these to your campaigns if you hope to see an increase in conversions.

Wizard of Ads® for Contractors tracks the simplest of indicators. Top line revenue. When your branding takes effect, and the company responds in kind from the phone call or form fill-on, top-line revenue will increase. Efficacy is plotted on a T12, and total lead volume from all sources is tracked.

12 things you should know before signing up.
  1. Quality relationships take time. Branding is a long-term strategy. That’s why most contractors do it wrong, or not at all. There is always a lag between the start of the new campaign and the time it takes your customers to connect the dots. You MUST BE READY, WILLING, AND ABLE to endure this lag period. In our experience, the lag is typically 6 to 9 months, depending on how competitive the marketplace is, your company’s reputation, your budget in relation to reach, and the eight uncontrollable environmental factors. During this time, we will be helping you implement a transition plan to ease the pain. The good news is that this lag only happens once.
  2. Decisions by Committee. We completely reject the notion of decisions by committee. We work with a single, courageous decision-maker. We welcome decision influencers, but we only look to the Owner for the final decision. All decision-makers and influencers must be involved in the Uncovery and Marketing Strategy Presentation if they want to offer input in the future. It is critical that we have a 100% fully approved plan that can be defended and championed by all leaders in the organization.  
  3. Proven Strategy. That means we are not the low-cost provider. With nearly 200 home service clients and a book of strategic devices, tools, and tactics, this isn’t a guessing game for us. We know what to do to make your externally triggered grudge purchase appealing to your potential buyers. If you can deliver the goods, we can continue building relationships. If you are uncomfortable with the idea that you are paying us less now so that you can pay us considerably more once revenues allow, please do not commit. We intend to be your true partners, in sickness and in long as you own your business.
  4. Automatic Payments. Everything is on automatic payments. If you struggle with managing cash flow, figure that out in your business first. We accept all major credit cards and ACH payments.
  5. We Cause Problems. If you don’t have a capacity issue now, I promise you will in about 9 months. Let’s deal with recruitment out of the gate as part of your comprehensive marketing strategy.
  6. We Own the Copyrights. All writing and/or marketing materials we create for you are not works-for-hire. We irrevocably grant you, and your successors in interest, the non-exclusive, royalty-free, non-transferable, and worldwide right to use the Works in connection with the marketing of your business pursuant to the Marketing Strategy for so long as your business is operational.
  7. Brand Building. We will be steering you to limit the use of discounts, rebates, coupons, and sales to attract clients. We know this feels counterintuitive to many, and we will clarify our reasoning. Rest assured, we have considerable experience in creating similar offers that are not damaging to your profitability, your brand’s integrity, and your preferable long-term client relations.
  8. Creative Authority. We must have creative authority over the words. You can accept copy as written or reject it outright, but you cannot modify the words yourself. If you do not like something as written, we are happy to discuss it and make the necessary change to maintain the integrity and intention of the words chosen. Alternatively, we will scrap the concept and create new copy that you are happy to get behind 100%.
  9. Proprietary Algorithm. The media buy must be structured in a very specific way, including running a full 52-week schedule. It is based on brain chemistry, not P&Ls. Once we have committed to the buy, it’s important to avoid adjustments unless they are calculated additions.
  10. Knucklehead Factor. You should expect knuckleheads. For example, when you start running ads that are certain to get attention, you need the courage to continue running those ads, even when you receive complaints. We celebrate complaints. It means we’ve made people feel.
  11. Digital Weasels. In about three months from the time your advertising campaign hits the airways, your digital marketers will show you a marked increase in direct and organic traffic. Some Digital Marketers will mistakenly claim this success as their own. Done properly, you can continue to spend less and less on digital lead generation by increasing your branded keyword online presence.
  12. Annual Marketing Meetings. Travel permitting, we prefer to hold Annual Marketing Meetings (AMMs) outside your city. Years of experience have taught us that we get better results when decision-makers are outside their sphere of influence, away from the day-to-day distractions of the office.

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