When you go online you have certain expectations. You expect to be connected to whatever website you want. You expect that your cable or phone company isn’t messing with the data and is connecting you to all websites, applications and content you choose. You expect to be in control of your internet experience.

When you use the internet you expect Net Neutrality.

^{Source: https://www.globalresearch.ca/net-neutrality-what-you-need-to-know-now/5633476}

Net neutrality is the internet’s guiding light. It is the principle that internet service providers (AT&T Internet, Verizon, Comcast, Rogers, Bell) must treat all data on the internet equally, and not discriminate or charge differently depending on user, content, website, platform, application, type of attached equipment, or method of communication.

Under these principles, internet service providers are unable to intentionally block, slow down or charge more for specific websites and online content.

Here is a real-world example – Comcast the service provider, and NBC the television network are affiliated. Comcast would probably like to promote NBC’s content over ABC’s to its internet subscribers since there is a real incentive for NBC to outperform ABC. Net neutrality prevents Comcast from being able to discriminate content over its network, and it must display both NBC’s and ABC’s content evenly as a result. This means no slower load time for ABC, and definitely no blocking of ABC altogether.

So, what is the issue? IT’S POLITICAL!

In December 2017 – the Federal Communications Commission voted to scrap the Obama-era net neutrality rules. The rules prevented internet service providers from favouring some content over others. Essentially turning internet packages into cable packages where you have to pay your service provider more for certain services and channels.

The FCC’s vote underlined the partisan politics that have shaped the net neutrality debate: the agency’s three Republican commissioners voted in favour of repeal, while the two Democrats on the five-member commission voted to keep the rules.

A case for net neutrality:

Argument:

Net neutrality creates an even playing field among content providers — both large and small.

Argument:

Net neutrality is good for consumers because they can access everything they want online for no extra charge.

Argument:

Net neutrality gives consumers the “whole library” and without it, Comcast, Rogers and Bell could be the masters who dictate exactly what we’re able to view online.

A case against net neutrality:

Argument:

Free data – maybe… Getting rid of net neutrality would allow service providers (AT&T, Rogers) to charge content providers (Netflix, Buzzfeed, Google). Enter, sponsored data. The additional revenue stream might mean free data plans for consumers. Never paying for a data sounds pretty nice.

Argument:

Financial benefits for telecommunications companies – obviously.

What does this mean?

No one is exactly sure just yet, but there is no shortage of speculation. Most simply, the elimination of net neutrality means that internet providers can technically carve up service into “fast”, “slow” and “blocked” lanes, charging more for higher speeds, specific websites, and applications.

Did you see any images like this on Instagram in December?

This image was a rally cry from Instagrammers to protect net neutrality. It provided a stark glimpse of what an internet with no regulation might look like. Looks like it could get expensive, right?

Does this affect ME?

Yes and No.

Not really, because…

• This is an American repeal and we have our own rules in Canada.
• In Canada, we will continue to get the “whole internet.”

But yes, because…

• We can expect to pay more for the American (all) services we love – if Netflix has to pay to ensure people have access to it, you can bet that that will trickle down into higher monthly fees. Same goes for Spotify.
• Censorship – Bell has already filed proposals for censorship to start blocking content (things that undermine their content and cable efforts).
• More and fiercer competition – this will make it harder for Canadian businesses to compete in the U.S. If companies in the U.S. have to pay to play, what do you think will happen to Canadian businesses marketing online in the U.S.?

Worst case scenario

In Portugal, there are no net neutrality rules and broke out internet packages already exist. The other countries without net neutrality enforcement include Argentina, Belgium, Brazil, Chile, China, France, Israel, Italy, Japan, Russia, South Korea, and Slovenia.

What if MORE options actually mean less?

Here is an example of a data package – remember this if for the internet. This is unheard of in Canada right now but could be our reality in the future. What package would you choose?

At the end of the day, net neutrality is big deal. Although no one can say for sure what is going to happen to the days of an “open internet”, there is enough information to cause concern that this move might not in the “peoples” best interest. Time will tell.

Do you think Net Neutrality is a good idea? Contact us, we would love to talk to you about it!

Now that we are settled into 2018, we have been a-brewin’ about what the big focus for marketing this year will be. We aren’t alone with this question. According to a survey taken by Smart Insights, content marketing was named the single most important tactic for digital marketing this year. Content marketing does not stand alone, often times it is just a part of a company’s complete marketing strategy. As such, we will be diving into the top three trends: content marketing, big data and artificial intelligence/machine learning, plus our trend prediction for this year at the very end.

^{Source: https://www.smartinsights.com/digital-marketing-strategy/10-marketing-trends/}

Content Marketing

Content has gotten a lot of attention over the last few years. It has been realized by marketers far and wide that the quality of content you produce can make or break your campaign. Content creates the engagement that brands are hungry for and it often translates across various different platforms – websites, apps, emails, and more. In our world of sponsored posts, photos and videos, it is really hard to stand out unless you are “paying to play”. At BTI we believe that all great content begins with a story. What does your story tell?

Big Data

What good is your strategy if you don’t have the data to back it up? At BTI, insights are our game and creating plans always starts with thorough research. Insights help us zero in on which techniques and tactics to use to build plans that move the needle. In addition to ensuring we have the “why” answered before we even get started, big data is also critical when it comes to measuring campaign results. For us, this means understanding the details of the customer or potential customer’s journey and sometimes, it means changing up the game based on this response.

Artificial Intelligence

It is no surprise that AI makes the top of this list of marketing trends in 2018.  AI has the capabilities to rock almost every industry, but no one is certain exactly how just yet. Never one to shy away from technology, BTI has been thinking about why machine learning matters to us here and here too. From a marketing perspective, AI has the potential to automate personalization and segmentation, and that’s a pretty big deal.

Bonus trend:

Customization 

One trend, not noted in this survey that we know will be a recurring theme in 2018 is customization. All of the above trends fall into this category too. Customization is so important because marketing works better when you have the right audience. So take your awesome content, your data and insights and make sure it finds the right eyeballs. Eyeballs that care. This goes for all sorts of business, no matter how specific their product or service. It really doesn’t seem that futuristic when we consider how far we have come already.

What do you think will be the next big marketing trend? Contact us, we would love to talk!

Owning and opening a restaurant requires a person to wear many hats. You would think that a chef’s hat would be enough, but in reality, restaurant owners are project managers, contractors, accountants, marketers and so much more. Serving great food and perfecting every piece of your décor is important, yes, but is it enough to thrive in today’s competitive restaurant industry?

Beyond the world-class dining experience your guests have come to expect, what can restaurant owners do to win at online marketing? Here are 5 steps for consideration when taking your brand online:

1. Understand Your Audience

Who is going to enjoy the food at your restaurant and come back with their friends again and again? Establishing a target demographic and understanding their psychographics is vital when it comes to online marketing. By doing so, you are able to target that specific group of people directly and ensure that you don’t waste any resources when advertising. Not only does being familiar and confident in your target audience give you leverage when marketing, it also provides advantages when making decisions that impact your business, from defining your brand voice to and mapping out your weekly specials.

2. Knock-out Visuals 

It is true that we eat with our eyes before our mouth, so a unique visual style that is captivating and enticing should start with your branding. After all, that is what your guests will see before they even try the food! Incorporating your brand’s style using your colours, custom designs and memorable messaging is how you create brand familiarity that differentiates you from everyone else on the block.

3. Google It

As a restaurant owner, Google is your friend. You already know this from your own Google search habits, but it is certainly true for restaurants. This is where your potential guests are going find your location, hours, menu, read reviews and even make reservations, so it is important that you are found and found on the first try. Explore ways to highlight your Google presence using search engine optimization, online advertising and reputation management to give your brand a boost.

68% of millennials trust online reviews, as opposed to the 34% who trust television advertising

4. Social Media 

While being active and engaging on social media is easier said than done, it is something today’s restaurant patrons have come to expect. Participation across the many channels available because you feel like it is something you have to do will lead to mediocre content and an uninterested audience. It is best to pick a channel or two and really give it some thought. How can you stand out on this particular medium? What needs to happen to enable you to share content on a regular basis?

72% of customers used Facebook to make restaurant or retail decisions based on comments and images shared by others.

^{Source: http://thesocialmediamonthly.com/why-your-restaurant-needs-social-media/}

5. An Authoritative Home Base

2017 is all about websites! You need it and there is no way around it. Of course, putting up a website is not enough but with enough effort, your website can become your brands home base, working for you anytime, anywhere.

Here are two of our favourites: Chaska – Indian Street Food Obsession and Lazeez Shawarma.

57% of consumers order from a restaurant website daily, weekly, or monthly

At the end of the day, there are many avenues to marketing your business in the online space, but it all starts with understanding your audience and doing your due diligence before diving in head first. Here at BTI, we help our clients realize their vision and use insights driven strategy to ensure all tactics work together to support your business goals.

Wondering what your restaurant would look like in lights? Let’s talk!

Why do you want to invest in online marketing? A common answer we hear is that it is a cheaper avenue for investment, which makes it easier for small businesses to compete. Though this answer is technically correct, it really misses the point of online marketing and the truly unique features it offers. Yes, you are able to enter some online avenues with a fairly limited budget, but the old saying still holds true: You get what you pay for. Instead of basing your decision on price alone, here are 10 great reasons to invest in online marketing. Your strategy will be far more successful if you focus on maximizing on these benefits rather than simply reducing cost.

Online marketing gives you the ability to market directly to your customers because you have full control over where and when your ad will be placed, and in front of whom. Though you can pick targeted avenues with traditional media, they are incomparable to the amount of targeting available thanks to big data and digital marketing.

We, as modern marketers, are spoiled by the amount of data available to us today. Thanks to online marketing we can track who interacted with our campaign, to what degree, at what time, on what device, from what source, and from where. Some resources even allow us to learn the online habits and personality of the people responding to our ads. This tracking only improves over time; as the number of campaigns you send out increases, the more accurate your data will be.

Online media has far more reliable measurement tools than traditional media, as costs are measured based on actual interactions with ads instead of estimated reach. Payment models such as Cost-Per-Click and Cost-Per-Visit mean that you can directly associate costs with revenue, and have a far more accurate ROI than previously possible. However, some margin of error still exists, as a consumer may purchase your product as a result of years of advertising, though not directly associated with a campaign.

Digital Media allows you to post customized ads that are targeted to different audiences, search results, and topics, meaning that the consumers are seeing ads that are more tailored to them, and are more likely to convert. Many ad venues allow for ads with variable fields allowing you to input specific search terms, or even the consumer’s name into your ads.

At some point in every person’s life, their parents will tell them not to play with their food: this is because everyone loves to play, engage and interact with what’s in front of them! Online marketing allows marketers to send interactive and engaging ads to their clients. It can be something as simple a click, or as complex as a mobile app.

Online advertising does not need to be static; it can be a dynamic video, or even a photo with subtle background movement. In this day and age, we often take the value of motion for granted, but it is an extremely useful tool to draw the attention of consumers. It also allows for more detailed information to be provided while still being easily consumed.

Automation not only makes your job easier, but it also allows you to immediately respond to customer interactions. Many marketing automation softwares allow you to track your website traffic and send emails to your customers immediately after a certain interaction, providing them with more information about a product, reminding them to complete a purchase, or to even sign up for a webinar on a relevant topic. Automation also helps you manage long term interactions with a customer, thanks to long term rules, such as calls-to-action set 3 months after a certain interaction.

It is very simple to update graphics and messages on online channels, and very quick to set up new campaigns. This allows you to take advantage of AB testing, and respond to cultural phenomena in a hurry. Is there a big snowstorm on the way? Start promoting your winter boots. Did a no-name athlete just break a world record? Promote their memorabilia right away!

The internet allows you to reach more customers than ever before. It doesn’t matter where your business is located, you can access consumers from around the world! With traditional media, the consumer has to come to you, but online marketing allows you to go to your consumer.

This point may seem like it’s referring to online marketing being less costly, but look deeper. CPM (Cost per thousand impressions) for online marketing is far cheaper than traditional media, which is great if you are just concerned with quantity. But there is a reason it is cheaper; the quality of the view is inferior to that of traditional media. There are various reasons for this, a few being that consumers may question the legitimacy of the online ads and so disregard them, conversion rates are lower for certain channels, and some channels calculate views ineffectively. So a lower CPM doesn’t mean you save money, it means you get a bigger reach with the same investment. Invest a healthy budget in online marketing and reach a wider audience than you would otherwise achieve.

Are you interested in improving your online marketing initiatives? BTI’s new subsidiary, Web Toaster, has great online marketing packages for any budget or business. Take advantage of these great benefits, and start developing an online marketing strategy today!