The term “fake news” refers to any news that essentially contains false information. These false news stories are fabricated, with no verifiable facts, sources or quotes. The shooting incident at “Comet Ping Pong” in 2016 due to the debunked Pizzagate conspiracy theory was a result of the spreading of fake news that this pizza shop was the base for a pedophile sex ring involving Democratic presidential candidate Hillary Clinton, a former Secretary of State, and members of her campaign. To point out and stop spreading fake news, Oigetit was founded, and it is the World’s First Fake News Filter. It tells you whether the news article that you are reading is Real or Fake. It accomplishes this by using advanced Artificial Intelligence (AI) technology to inform consumers by providing a reliability % score and colored shield that indicate whether the news the consumer is reading is Real News or Fake News. Our goal in creating a Digital Marketing Strategy for Oigetit is to bring in more traffic, whether through the website or social media.
As Oigetit is a press company, we want to bring more eyes to the company. Ultimately, we want Oigetit to be mentioned in the same breath as big press companies such as New York Times, CNN, or even Fox News.
Digital Marketing Strategy #1: Demographic Marketing
Importance of Having a Target Audience in Business
One of the most crucial aspects of any business is knowing the target audience the company is trying to amass. Defining the business’s intended audience allows for the company to focus its content on that particular demographic. Once the business has acquired enough market shares in that specific demographic, they can expand their business into different audiences.
Who is our Target Audience in our Digital Marketing Strategy?
Now that we have explained why a target audience is essential. Our focus will revolve around millennials and Generation Zs. Depending on who you ask, their version of Millennials and Generation Z may differ. So, to avoid any confusion, we will be using PewResearch to distinguish where each generation begins and ends. According to Pew Research, Millennials range from 1981-1996, meanwhile Generation Z 1997-2012.
Why Did We Choose this Target Audience?
The reason we want to target this particular audience is because of a couple of reasons. Reason one is that Millennials and Generation Z are more likely to get their news from social media sources than traditional sources. Reason two is that Generation Z is called the truth seekers. The term “truth seekers” has no hidden meaning. They are tired of listening to the media spouting lies, and they want a reliable source of information. These are the two reasons why we are focusing on a digital strategy for these two groups.
Digital Marketing Strategy #2: Search Engine Marketing (SEM) Strategy
Now that we have discussed our targeting, we will move on to our Search Engine Marketing (SEM) strategy. In this section, we will first discuss SEO then PPC.
Search Engine Optimization (SEO)
If we do a quick google search, Oigetit keyword optimization is for “fake news filter.” They hold the first three spots, with the Google App link being first. While that is great, it does not get as much search volume as the keyword “fake news.” Below we have a Google Trends comparison of “fake news” vs. “fake news filter.”
The red line is “fake news” while the blue line is “fake news filter.” The term “fake news” has tremendously more traffic than “fake news filter.” As a result, our focus regarding SEO should be “fake news” rather than “fake news filter.” But there is one problem, and that is the Domain Authority score. Oigetit Domain Authority is 19, while the website that ranks 1st is Wikipedia at 98, then BBC at 96. A general rule is that the higher a Domain Authority a website has, the more difficult it is to rank higher on search engines. It will be difficult to rank high for “fake news,” but we can utilize another way to appear on the first page.
That leads us to our next topic, which is PPC. While SEO does better and it is free, it usually takes a while to build up. SEO will be our long-term strategy for SEM. Our short-term plan will be targeting short-tailed keywords such as “fake news” and “fact-checker” with PPC. We will want to run the PPC campaigns during the U.S presidential election year. If we look at the Google Trends graph for search volume, we can see that search volume spikes during those years (2008, 2012, 2016, 2020).
We can still run the PPC campaign during non-election years, but allocating more budget during a presidential election year will drastically increase our overall traffic. That concludes our SEM short-term and long-term strategy to increase traffic to the website and social media.
Digital Marketing Strategy #3: Informational Marketing
Another strategy we would like to propose to Oigetit is to use Informational Marketing which means understanding that a target audience may have to be educated about a product or service if they are to buy it. The fact that Oigetit is the World’s First Fake News Filter gives it the benefit of standing out from others and having an unique selling point. However, it comes with the additional requirement to explain more in-depth how its services work.
Posting on its Social Media Websites About How its Reliability Scores Work
In this case, we want our target audience (millennials and Generation Zs) to be educated about the way Oigetit works so that they will be able to trust the filtering services of Oigetit. Comments like these can be seen on some of Oigetit’s Instagram posts which further highlights why the company needs to focus more on explaining the way it works:
Under its FAQ section, Oigetit explains more in-depth how it assigns its reliability % score and colored shield using technical jargon.
However, the Instagram bio of the page only mentions, “Using our proprietary AI-powered fake news filtering technology, Oigetit delivers trusted and reliable news to your device” which is not enough for users to find out how these scores are generated unless they visit the website. Thus, the company should market more on how its services operate on its social media pages such as Instagram and Facebook rather than only posting fact-checked news which is its current approach.
Exclusion of satirical websites
The last strategy we propose is to remove fact-checking satirical websites from their algorithm as these websites are not claiming to be real news sources but rather publish fake news stories for entertainment and parody. It has a reliability score assigned to satirical websites such as The Onion, Daily Squib News, The Daily Mash, The Poke, NewsThump, etc. Fact-checking such websites reduces the authenticity of Oigetit as it provides the impression that as a company, it is unable to differentiate between news sources that are actually publishing fake news which users are blindly trusting vs. news sources that publish fake news to humor its users who are aware that these news articles are not true.
In conclusion, our digital marketing strategies for Oigetit Fake News Filter are:
- The focus should be on “fake news” rather than “fake news filter” when it comes to SEO
- Target short-tailed keywords such as “fake news” and “fact-checker” with PPC, especially during the U.S presidential election year
- Make use of Informational Marketing to promote on its social media sites on how it comes up with its reliability score rather than only explaining it on its website, under the FAQ section
- Exclude fact-checking satirical websites from its algorithm
Our Digital Marketing goal
All great Marketing Campaigns and initiatives have goals and KPIs in mind. Without those, it is as if we are traveling without a map. For Instagram specifically, we are currently at 65,400 followers our target will be 70,000 by the end of 2021. Lastly, for our website, we want to increase traffic by 15% by the end of Q3, and then by Q4 another 15%. Together it will total up to 30% by the end of the year. The KPIs will keep us on track and give us room to evaluate what is working and what is not. We thank you for reading the Digital Marketing Strategy for Oigetit.
About the Authors
Prajwala Kanakesh is currently pursuing her Bachelor’s Degree in Social Sciences (Majoring in Psychology and Marketing) at Singapore Management University.
An Diep is a Digital Marketing Analyst at International Institute of Digital Marketing™. He is currently a 4th-year student pursuing a Marketing Degree at the University of Texas at Dallas.