Past President Tracy Bray introduced today's guest speaker, Mr. Michael Crow, an experienced digital specialist with a demonstrated history of working in the publishing industry. A friend and client, Michael came to Canada and met his wife on-line. They have two daughters and are moving soon to Settlers' Ridge. Michael was a professional chef, but now focuses on the latest and greatest in digital advertising.
Michael is from England, his accent gives him away. He has worked in the on-line marketing field for nine years, but with a Province as large as Ontario, there are parts waiting for a lesson in the field of on-line marketing. Currently Michael is Postmedia's Digital Specialist for Central Ontario. He prospects new digital clients, develops presentations and proposals that communicate ideas and opportunities to existing and prospective clients. His primary purpose is to educate. Michael has a natural interest in business and can identify soft spots where he can assist organizations, get them on-line. He acknowledges there is a degree of technological fear, but it's important to get on-line, sink or swim and embrace the technology. 60% of Smartphone users discover new companies and/or products on-line. 79% of Canadians use the internet daily and this is still an upward trend and greater than the stats in Great Britain and the U.S.A. 36% of people access 3 screens daily -- their desktop, tablet and smartphone, an increase from 6%. Everyone is looking for the "best" business. And Michael is planning ahead for an 85% growth factor that is happening literally as we speak. For instance, a person looking for a used car a few years ago would visit 5 to 7 dealers. Now the average buyer doesn't make it to 2 dealers. Customers now search product and make decisions about their needs online first instead of consulting a salesperson. What are businesses doing to take advantage of this opportunity? Years ago the path to purchase was print, billboards, radio, T.V advertising, word of mouth. Today the path to purchase is Facebook, Google, Twitter, social media. And that is where Michael comes in. To help businesses strategize on how they are spending their marketing dollars, how they are getting their name out there and increasing the buyer's awareness level. Winning a buyer's trust is a large part of the strategy, how to show the personality of the business.
Michael explained about target advertising. To identify certain people who are interested in certain products. Google keeps track of what people search for in products. That is why you are being shown an ad for similar product......because you have indicated an interest. Social media is a good tool to use for target advertising. When people are looking on their smartphone or tablet, they are declaring that is their "me" time and it is a good place to win their hearts and minds with something of interest. Michael spoke about search engine marketing when a company pays when someone clicks on their ads. A company has to prove they are legitimate and the digital marketing landscape will continue to rest on transparency. Michael encouraged all business owners and organizations to get on-line. That is where the market is today. It's very important. Michael was thanked by Jeanette Minaker.