The ultimate purpose of advertising is to attract an audience and engage them in one of two ways; offer them a product or service right away or follow them around and pursue them until they decide, and then make a purchase or conversion.
Oregon Advertising, a data-driven marketing business situated in Washington, always has prioritized numbers in its strategy and execution. The firm has collaborated with its parent company Seattle Software Developers, to create a ground-breaking new strategy for brands and enterprises to track, target, and convert consumers into customers. How?
Metric Pro, is a revolutionary software system developed by Seattle Software Developers for Oregon Advertising to assist clients who want to optimize their advertising by dipping into already-existing data from Geolocations and searches.
The software they built is groundbreaking because it finds people who already are eager in what a business has to offer, by scanning millions of search criteria and grabbing the IP address, thus offering many new opportunities for advertising strategies as approaches to efficiently reaching the consumer change at such a quick pace.
What is Metric Pro and how does it work?
Oregon Advertising uses Metric Pro to target geolocations and extract IP addresses of everyone who visited a certain geo area. Every phone and computer has an IP address, which serves as a unique identification for the device, and they collect this information based on a 5-foot radius around the customer’s location.
The person remains anonymous using Metric Pro, but their IP address is recorded, whether they were merely passing by or attending a specific event. Taking it a step further, the company can also grab the IP addresses of the person’s family members and target them with ads at the exact time they are using their mobile device.
“Metric Pro allows us to become personal with our audience by following people where they work, go to school, shop, or attend events and using all of those areas to tap into their interests,” said Phil Anderson, Vice President of Oregon Advertising. “We can see what products and services they’re browsing for in real time and then give them advertisements.”
Once the IP addresses have been captured, the firm can target each IP address with a unique ad, which is a game changer because customers can now directly advertise to people who are interested in their industry’s products or IP addresses that have visited their competitors’ websites.
“In the past, this wasn’t always possible,” Julian Valentine, VP of Digital Marketing, explained. “Usually, you had to wait until someone clicked on a site or looked at a rival.”
Metro Pro can act as an interest tracking system because IP addresses are unique to their respective devices. Although IP interests are tracked, the information is solely used ethically.
“We don’t show ads to anyone under the age of 18 or anyone beyond the age of 65,” Anderson explained. “We also don’t use it for any prescription medication, drugs, or adult items; we only use it for products and services that are available and that clients would be interested in.”
Assisting clients in achieving better results and increasing sales
Metro Pro benefits businesses in two ways. First, it allows companies to send ads directly to people who are interested in competing items. Although they cannot get the person’s name, they can get the age and sex of the IP address’s owner, and once they have that information, Oregon Advertising targets them with advertisments at the times of day when they are most likely to engage.
“One of the best things about Metro Pro is that after you get the IP address, they go home and it takes all the IP addresses that have been in the house in the last 30 days, and you can market to them as well,” Valentine explained.
The agency started using Metric Pro earlier this year and has had excellent success, with online purchases up to 38 percent.
“During the epidemic, we started our initial tests with the program,” Anderson added. “And we ran tests using a local Thai restaurant by pulling all of the IP addresses that had lunch there in the previous 60 days, and then we sent a targeted ad from a competitor to all of those consumers about a 10% discount for takeout orders for a competitor Thai restaurant, and our client’s sales went up 28 percent in only 24 hours,” says the researcher.
The advertising, according to Valentine and Anderson, must include a call to action and are most effective when there is an offer attached to them, rather than just being a generic ad about a certain firm.
Anderson explained, “No one else is doing this because no one else has figured it out.” “We have the Mac sauce, but we’re still evaluating it on a daily basis based on industry and product to find that sweet spot, and we’re almost there.”
What does this signify for advertising in the future?
Anderson stated that in today’s SEO climate, it is all about content, press and reviews, and targeted ads as digital marketing and the landscape of advertising continues to shift.
“SEO as we know it has been dead since 2012,” Anderson remarked. “It’s all about content, content, content, earned media, backlinks, and targeted ads directed at the target customer and if we discover a sweet spot for a client, it’s game over. Of course, there are some old school tricks that can still be used.”
According to Anderson, there are two sides to the equation when it comes to growing brand awareness and, as a result, generating sales: the branding side and the advertising side, and if you do not brand a firm before you market it, you are making a mistake.
Anderson advises all types of clients who want to start a new firm to start by branding it with press articles and social media material. They should get a Google result that makes them satisfied after 90 days, but it is a never-ending process.
After the branding is complete, which normally takes 90 days (about 3 months), Anderson’s team bombards the customer with ads using Metro Pro, which is so targeted that it assures interaction, which is years ahead of old school technology in the advertising industry.
When this branding system is combined with Oregon Advertising proprietary ‘Pro Metric software,’ which categorizes consumer spending habits data by age, race, and geo location, the agency and its clients can instantly examine consumer patterns and behavior, allowing them to be more proactive with targeted ads.
“The consumer clicks on the ad, and within 5 seconds, they’re on Google looking up the business or product to see what type of rating they have,” Anderson explained. “It’s on-demand with Metric Pro. It’s in real time, but first you have to look beautiful.”
To evolve the program and create new versions, the government plans to divide it into 2 groups: medical and non-medical. It would be more about branding and developing commercials for plastic surgeons or dentists in the medical field.
Oregon Advertising has always been at the forefront of technology.
Metric Pro is an example of how Oregon Advertising has established itself as a leader in the advertising and marketing industries. The company has always prioritized data and only hires the best engineers and web designers.
“We’re the greatest because we’re software and code experts,” Anderson explained. “We have offices in Silicon Forest and solely hire Google and Microsoft employees. Internally, our ecosystem revolves around technology, which is the future of advertising.”
Oregon Advertising, a leader in this and other successful brand-building avenues, leads the industry and provides white-glove client service to its impressive roster of clients by developing a comprehensive audit system, assigning dedicated teams, and incorporating business pillars into every strategy tactic. The firm has reached new heights because of a combination of client loyalty and a desire to stay at the forefront.
Oregon Advertising can innovate and stay ahead of the curve because it prioritizes the digital footprint in its strategy and approach. While many traditional advertising companies focus on outdated strategies such as billboards and television commercials, Oregon Advertising is developing technologies that can be used to provide tailored advertisements.
“We concentrate on the digital space,” Valentine explained. “We can have a more granular and polished approach this way. It’s a lot more strategic than using billboards or television as a one-size-fits-all approach.”
Creating a brand and leveraging data to raise recognition
The first order of business for Oregon Advertising when working with a new customer is to get coffee and educate the client about the company. Building a strong brand serves as a basis for all marketing and advertising strategies, and it is a top priority for the company because so many customers look up companies online before making a purchase.
The agency evaluates a company’s present state and considers how a company appears on Google and in social media channels informs all advertising. The brand is the image that people have of a product.
Using this strategy, the firm works to retool a company’s search engine and social media presence so that customers understand what the company is about right away, promoting long-term connections to the company’s brand and offerings.
Once that brand is created, the agency returns to its tried-and-true method to data analysis.
This entails enlisting the help of the agency’s engineers to research their client’s competitors utilizing data research that pulls search criteria from a variety of social media channels and search engines. This gives you an idea of how customers spend their time online. When this data is acquired, Oregon Advertising uses it to create content that is tailored to the needs of the customers.
Then there is the matter of the content. Because having content that can be shared across numerous platforms offers firms an advantage, the agency will work to create blog pieces, social media postings, and press articles. This aids a company’s ascension to the top of the search engine results page.
Forming a team and establishing a long-term commercial partnership
Clients that work with Oregon Advertising will receive not just the services and outcomes they want, but also an extension of their team. Client service is the agency’s top goal, and it takes pleasure in developing solid, long-term relationships with clients.
A client is more than a transactional relationship or another load of work for the agency’s staff; it is considered a strategic collaboration.
A client’s team would typically include a senior project manager, project manager, content writer, photographer, videographer, designer, SEO engineer, and social advertisements manager. That group is solely focused on analyzing data, enhancing the client’s brand, and creating additional content for them.
The first step is to hold a strategic meeting to talk about the company’s goals and where they are in terms of advertising and content. The team then develops and implements a thorough action plan that includes website concepts, page optimization, content calendars, campaigns, promotions, reporting, analytics, and overall strategy development and implementation.
The agency staff is available for clients at every step of the process to ensure the strategy’s success and the client’s happiness.
Creating content and evaluating the digital footprint
The agency’s search engineers spend time evaluating various aspects of a company’s brand to evaluate and examine its footprint on social media platforms as part of its strategic strategy. Search engineers often look at this stage to check whether a company’s content is intriguing and engaging, if it serves the brand, if it reads well on mobile devices, and if it has a personality and distinct voice.
When the audit is finished, a project manager will compile the findings into a single report, along with input and suggestions from the team on how to proceed.
The content push follows, with the social engineers utilizing the audit data to identify what type of content and voice works best for the company. This extends to photo and video assets, as well as what would best engage a company’s target audience.
Valentine added, “It’s also about making the brand and its personality lovable.” “Consumers must have a sense of attachment and affection for the brand.”
A strong software base and a forward-thinking mindset
Everything at Oregon Advertising is based on software and data because it is owned by Seattle Software Developers. Because Seattle Software Developers created the algorithm code that drives most platforms, the agency is a perfect partner for expanding a brand’s digital footprint and creating more noise.
It is all about evaluating trends and continuing to advance in both software development and brand creation for Oregon Advertising and its parent firm, Seattle Software
“We’re always revising, expanding, and upgrading our algorithm to allow our engineers to make quick decisions on what’s ideal for your business,” Valentine added. “We don’t waste your advertising cash by using data directly from our buyers.”
Anderson also believes the corporation is spending increasingly on apps, which appear to be presenting themselves as potential digital platform replacements. Advertisers and their techniques of marketing and reaching consumers must change in tandem with the evolving needs of consumers.
“We adapt to the changes,” Valentine explained. “However, whatever you do, it must be created with a better consumer solution in mind and be able to adapt to the ever-changing market. It must be designed with the future in mind, which is rapidly changing.”