tag:www.econsultancy.com,2008:/topics/social-2 Latest Social content from Econsultancy 2017-12-11T17:35:00+00:00 tag:www.econsultancy.com,2008:Report/4680 2017-12-11T17:35:00+00:00 2017-12-11T17:35:00+00:00 Social Quarterly: Q4 2017 <p>The <strong>Social Quarterly</strong> is a series of presentations by Econsultancy, which curate the latest trends, developments and statistics in social media. The reports focus on distilling the most recent data and trends, aiming to provide a guide to what's happening now in social media and what you should be keeping an eye on.</p> <p>Social media evolves rapidly, and the <strong>Social Quarterly</strong> provides an overview of the latest trends in the industry. It contains information which can be integrated into your own documents, allowing you to prepare a pitch or use internally at a moment's notice.</p> <p>The Social Quarterly examines the current social media landscape, trends and updates on various social platforms and considers what will happen next. Updated four times per year, it will help to quickly surface statistics and trends you can use and react to immediately.</p> <p><strong>This edition of Social Quarterly includes</strong> stats about ROI from talent-led influencer campaigns, <strong>Instagram's</strong> two new ways to make Stories last longer than 24 hours, a look at Facebook's <strong>Messenger Kids</strong> and five new ways to use <strong>visual search on Pinterest</strong>, among other innovations.</p> <p>Bringing to life data from the <a href="https://econsultancy.com/reports/social-media-statistics">Internet Statistics Compendium</a> and the <a href="https://econsultancy.com/blog/">Econsultancy blog</a>, the Social Quarterly is the best of social in an easy-to-digest format.</p> <p>The Social Quarterly will allow you to:</p> <ul> <li>Stay up to date with regular developments across multiple social media platforms.</li> <li>Present and pitch at short notice with clear and effective data.</li> <li>Pinpoint areas in which you want to find out more and use the linked Econsultancy resources and blog posts to do this.</li> <li>Spot potential ways your company could be using social media but is not currently.</li> </ul> tag:www.econsultancy.com,2008:Report/4653 2017-11-13T17:17:00+00:00 2017-11-13T17:17:00+00:00 Lush: A Fresh Approach to Customer Experiences <p>This report considers handmade cosmetics business Lush. It focuses on how the company’s <strong>embrace of social</strong>, new tech and <strong>ecommerce platform</strong> have enabled its rise and established it as one of the UK’s most loved brands.</p> <p>The brand is characterised by its commitment to making beauty products with natural, ethically sourced ingredients that are not tested on animals. This approach has resonated with a <strong>new generation of customers</strong>, resulting in increased sales and profit. </p> <p>For a business that reportedly doesn't invest in global advertising, this is an impressive accomplishment. How did this independent brand reach such heights in such a short amount of time? This report considers Lush's <strong>'un-marketing' philosophy</strong> and takes a look at what lessons retailers can learn from the brand's approach to content and social.</p> <h2>What you'll learn</h2> <ul> <li>How Lush maintains its strong brand identity and engages a new generation of shoppers with social media</li> <li>Lessons retailers can learn from Lush’s ecommerce platform and content strategy</li> <li>How the brand’s investment in new technology aims to bridge the gap between the online and offline customer experience.</li> </ul> tag:www.econsultancy.com,2008:BlogPost/69569 2017-11-13T15:00:00+00:00 2017-11-13T15:00:00+00:00 Messaging platforms could even boost NPS – businesses should get on-board now Blake Cahill <p>With 1.2 billion people using the Messenger app today and a staggering 2 billion messages <a href="https://en-gb.facebook.com/business/products/messenger-for-business">sent between people and businesses each month</a>, this bet has well and truly paid off. </p> <p>And he wasn’t the only one. Tencent’s <a href="https://econsultancy.com/blog/67490-10-things-you-didn-t-know-about-wechat">WeChat</a>, launched in 2011, was an early adopter of the integrated model, partnering with businesses and restaurants to provide users an extended offering before even the likes of Facebook. Although its user base isn’t as broad as the social media site or Whatsapp, in its native China it is expected to have a staggering <a href="https://www.emarketer.com/Article/WeChat-Users-China-Will-Surpass-490-Million-This-Year/1016125">84.5% market capitalisation</a> on all mobile messaging apps this year. </p> <h3>The move to Messenger</h3> <p>As such a large proportion of communication traffic between businesses and consumers now plays out across messaging channels, companies need to recognise and act on the fact that today’s consumers often prefer to use messaging apps to get in touch with them.</p> <p>Research into our own consumer base here at Philips underscored this preference, revealing that our customers want their brand interactions with us to be low effort and humanised. These criteria are instantly met by messaging channels which are easy to use and enable a business to communicate in an empathetic, human manner with their customers.</p> <p>It therefore made complete business sense for us to incorporate messaging channels into our customer care strategy as such channels map directly into the needs of our customers; facilitating ease of conversation with our customer care team, all at the tap of a touch screen.</p> <h3>Impact of messenger channels on Net Promoter Scores</h3> <p>For businesses looking to satisfy their customer base and interact with them in the way they want, while achieving high Net Promoter Scores (NPS) at the same time, messaging channels are the way forward.</p> <p>Testament to this, we have seen that across markets, NPS scores are consistently high for consumers using instant messaging applications to communicate with us; in many cases higher than when using traditional channels like email. This stands to reason as messenger apps can be used from any device at any given moment, giving consumers the instantaneous, human interaction they are looking for.</p> <p>Messenger apps are, after all, the way that we interact with our friends and family, so it’s an easy and natural transition to use these as a means to communicate with businesses too.</p> <h3>Frictionless customer-to-business interaction</h3> <p>Despite all the best intentions, barriers to successful customer interaction remain, such as Interactive Voice Response (IVR) Menus or difficulties finding relevant information on websites. To combat this, we found that messaging channels enable consistent, frictionless interactions.</p> <p>One benefit of is that customers can easily share photos or videos with our customer care agents – just like sharing photos with their friends. This enables our teams to best respond to questions in real-time, with increased accuracy.</p> <p>Additionally, by using messaging apps, conversations are digitally documented, meaning that consumers can leave a conversation and come back to it as they wish, without losing any of the information they previously shared with us.</p> <h3>Making the most of messenger: Things to keep in mind</h3> <p>Our experience to date has provided some valuable insights and lessons in addition to the obvious benefits. Firstly, we have seen that to truly derive value from instant messaging apps, you need to have a centrally aligned consumer care team. Put simply, it’s vital to work closely together with all marketing teams as many questions are the result of wider company activities such as product offers, or campaigns. If this doesn’t happen, you will be unable to respond as rapidly to inbound enquiries on new campaigns or products.</p> <p>We have also seen the importance of being ready for the volume of messages and inbound requests that opening a messaging channel permits. At Philips, instant messages now exceed the volume of inbound messages from some other channels, and this shift has happened very rapidly. Therefore, other businesses considering messaging apps need to be ready and have the resources in place to manage this new conversation flow.</p> <p>Recently, Nielsen found that <a href="https://messenger.fb.com/blog/messenger-highlights-from-f8-2017/">53% of people surveyed</a> stated that they are more likely to do business with an enterprise they can message, highlighting the importance of messenger apps like Facebook and WhatsApp to remain competitive in today’s digital age.</p> <p>For those businesses yet to launch a channel, the message from the Nielsen study comes across loud and clear. Get on board now and reap the rewards that interacting with your consumers via messenger affords or risk falling behind. </p> <p><em><strong>Further reading:</strong></em></p> <ul> <li><a href="https://econsultancy.com/blog/67697-does-the-rise-of-messaging-apps-mean-brands-need-a-bot-strategy/">Does the rise of messagign apps mean brands need a bot strategy?</a></li> <li><a href="https://econsultancy.com/blog/68363-will-messaging-apps-be-the-next-walled-gardens/">Will messaging apps be the next walled gardens?</a></li> </ul> tag:www.econsultancy.com,2008:TrainingDate/3370 2017-11-13T04:14:31+00:00 2017-11-13T04:14:31+00:00 Content Marketing for Web, Mobile and Social Media - Malaysia <p>Brands are increasingly turning to content driven marketing strategies to gain marketplace attention and increase customer engagement in a multi-channel environment. For your marketing to be effective, you will need to provide content that’s useful to your customers and that advances your business objectives in a measurable way. It is also vital to create high engagement by building and maintaining a community around your content.</p> <p>The discipline of content marketing provides the framework for ensuring that your content delivers on these essential requirements across all relevant traditional and digital platforms. In addition to covering the basic principles of content marketing, this 2-day workshop seeks to address the challenges of marketers in developing a content strategy and help marketers to create a realistic and sustainable content plan.</p> tag:www.econsultancy.com,2008:TrainingDate/3361 2017-11-13T03:34:20+00:00 2017-11-13T03:34:20+00:00 Content Marketing for Web, Mobile and Social Media - Malaysia <p>Brands are increasingly turning to content driven marketing strategies to gain marketplace attention and increase customer engagement in a multi-channel environment. For your marketing to be effective, you will need to provide content that’s useful to your customers and that advances your business objectives in a measurable way. It is also vital to create high engagement by building and maintaining a community around your content.</p> <p>The discipline of content marketing provides the framework for ensuring that your content delivers on these essential requirements across all relevant traditional and digital platforms. In addition to covering the basic principles of content marketing, this 2-day workshop seeks to address the challenges of marketers in developing a content strategy and help marketers to create a realistic and sustainable content plan.</p> tag:www.econsultancy.com,2008:BlogPost/69519 2017-10-23T10:10:00+01:00 2017-10-23T10:10:00+01:00 Memes in marketing: Seven memorable examples from brands Nikki Gilliland <p>Defined as “any fad, joke or memorable piece of content that spreads virally across the web, usually accompanied by a clever caption” – a number of brands are recognising the power of memes as a marketing tool.</p> <p>So, which brands do it well and why? Here are a few examples, and a few key points to remember.</p> <h3>Barkbox</h3> <p>Memes are perfectly aligned to the highly visual nature of Instagram. Barkbox, a subscription service for dog treats and toys, recognises this, making up the majority of its Instagram content with animal-related memes.</p> <p>It creates memes that are both relatable and humorous to animal-lovers, which ensures that they are shared thousands of times (regardless of whether or not users are fans or followers of the brand itself). </p> <p><img src="https://assets.econsultancy.com/images/0008/9811/Barkbox.JPG" alt="" width="760" height="481"></p> <p>In fact, this is one of the main reasons this example (and the medium in general) tends to work. </p> <p>Usually, memes do not feel like an ad or promotion for a product, instead engaging users on the basis of being funny, clever, or irreverent. In turn, this can also help to build authenticity and the identity of a brand.</p> <p><img src="https://assets.econsultancy.com/images/0008/9812/Barkbox_2.JPG" alt="" width="760" height="482"></p> <h3>Gucci</h3> <p>Luxury retailers do not typically use humour or viral trends in marketing, instead relying on polished and carefully crafted content to mirror their exclusive and high-end nature. Surprisingly, Gucci recently decided to lower its tone, using memes as part of an ad campaign for its new ‘Le Marché des Merveilles’ timepiece collection.  </p> <p>The #TWFGucci campaign involved the brand commissioning artists to adapt well-known memes to feature Gucci watches. For example, one compares a mundane watch with a Gucci version, using the caption "me vs. guy she says I shouldn’t worry about". </p> <p><img src="https://assets.econsultancy.com/images/0008/9809/Gucci_2.JPG" alt="" width="760" height="478"></p> <p>As you might expect, the campaign has divided opinion. Some were put off by the luxury brand’s attempt at high-jacking internet culture – others championed its refreshing and bold approach. Personally, I think it worked well, putting a high-end spin on what is typically an easy and low-effort form of content.</p> <p>The memes combine professional photography with quirky illustrations, cleverly promoting its product as well as a tongue-in-cheek sense of humour.</p> <p><img src="https://assets.econsultancy.com/images/0008/9810/Gucci_3.JPG" alt="" width="760" height="485"></p> <h3>Seamless</h3> <p>Seamless, the US online food delivery service, often uses humorous imagery across its digital channels. In 2014, however, it created an entire set of memes on the back of what is always a popular topic on social media – the Academy Award nominations.</p> <p>Dubbed ‘OscarNomNoms’, it created a number of spoof film posters, including ‘Waffle of Wall Street’ and ‘August: Sausage County’.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">The Wolf of Waffle Street <a href="https://twitter.com/hashtag/OscarNomNoms?src=hash&amp;ref_src=twsrc%5Etfw">#OscarNomNoms</a> <a href="http://t.co/q1HktcfllZ">pic.twitter.com/q1HktcfllZ</a></p> — Seamless (@Seamless) <a href="https://twitter.com/Seamless/status/423814343675764736?ref_src=twsrc%5Etfw">January 16, 2014</a> </blockquote> <p>One of the most effective parts of the campaign was the fact that it encouraged user-involvement, turning suggestions from followers into new film posters. By combining timely newsjacking with memes, this example created a somewhat short-lived but still memorable splash of engagement for the brand.</p> <h3>Nickelodeon</h3> <p>Memes tend to be popular because they convey relatable emotions and scenarios. Nickelodeon capitalises on this to create content (and promote its TV schedule) for Twitter and Instagram.</p> <p>Basing them on simple but relatable topics for children like living with parents, watching television, or feeling excitement about a new episode of a favourite cartoon – the memes are effective at engaging young viewers.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">When you're the first one awake on Saturday morning <a href="https://t.co/4SAY9AneTn">pic.twitter.com/4SAY9AneTn</a></p> — Nickelodeon (@Nickelodeon) <a href="https://twitter.com/Nickelodeon/status/842843098615074816?ref_src=twsrc%5Etfw">March 17, 2017</a> </blockquote> <p>Meanwhile, Nickelodeon takes snippets from its shows to create them, meaning that the content is guaranteed to grab the attention of fans invested in a particular character or programme. </p> <h3>Smile Train</h3> <p>Smile Train is a global children’s charity that works to help children with cleft lip and palate repair. In 2015, it launched a campaign inspired by popular baby memes, using the approach as a way of appealing to and engaging millennials.</p> <p><img src="https://assets.econsultancy.com/images/0008/9813/Smile_Train.JPG" alt="" width="616" height="299"></p> <p>Instead of the typical marketing used by this kind of charity, which often involves graphic and upsetting imagery, Smile Train used a light-hearted and relatable message to encourage donations. The campaign saw nine-month-old Walter going on a ‘smile strike’ in sympathy with afflicted children around the world. </p> <p>With the hashtag #seriousbaby, the campaign was deliberately designed to be shareable, capitalising on the idea that young people are more likely to do so when something is humorous or entertaining. </p> <p><img src="https://assets.econsultancy.com/images/0008/9814/Smile_Train_2.JPG" alt="" width="607" height="296"></p> <h3>Denny’s</h3> <p>Denny’s is well-known for its off-the-wall social media content, characterised by memes, <a href="https://econsultancy.com/blog/68745-five-examples-of-brands-using-emojis-in-marketing-campaigns" target="_blank">emojis</a> and internet slang.</p> <p>In March, it jumped on the ‘zoom in’ trend, with a meme that asks users to zoom in on particular parts of an image, before revealing hidden messages and the eventual punchline: “Has this distracted you from overwhelming existential dread lol”.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">zoom in on the syrup <a href="https://t.co/omRBupjrXq">pic.twitter.com/omRBupjrXq</a></p> — Denny's (@DennysDiner) <a href="https://twitter.com/DennysDiner/status/837041513649606656?ref_src=twsrc%5Etfw">March 1, 2017</a> </blockquote> <p>The meme has generated 122,152 retweets and 172,548 likes to date, making it one of the most-shared brand tweets ever. The reason it generated so much engagement is that it was fresh and original at the time, with Denny’s being one of the first brands to jump on the zoom trend. </p> <p>Meanwhile, instead of coming across as inauthentic or try-hard, it’s perfectly aligned with the brand’s social strategy – something that consumers have come to expect.  </p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">this pancake is not ripe enough to eat yet <a href="https://t.co/V1Sgsugafr">pic.twitter.com/V1Sgsugafr</a></p> — Denny's (@DennysDiner) <a href="https://twitter.com/DennysDiner/status/912731467083546624?ref_src=twsrc%5Etfw">September 26, 2017</a> </blockquote> <h3>Hipchat</h3> <p>Start-up company Hipchat showed just how popular memes have become when it used a viral online image in an offline advertising campaign.</p> <p>It put a spin on the “Y U NO guy” meme for a billboard in San Francisco, cleverly capturing the attention of internet-savvy consumers as they drove by. This example is arguably a little lazy, merely jumping on another trend rather than creating anything particularly clever of its own. However, its context is what makes it clever, with the combination of an offline medium and an online phenomenon resulting in a refreshing ad.</p> <p>It worked too, with reports suggesting that search traffic for HipChat went up 300% when the billboard appeared.</p> <p><img src="https://assets.econsultancy.com/images/0008/9815/Hipchat.JPG" alt="" width="760" height="498"></p> <p>So what can we learn from these examples? Here are a few key takeaways.</p> <ol> <li> <strong>Memes can be hit and miss.</strong> Like newsjacking or <a href="https://www.econsultancy.com/blog/67886-word-on-the-street-four-tips-for-using-slang-in-marketing" target="_blank">slang</a> in marketing, it's important to recognise the potential pitfalls of jumping on the meme trend. Simply put, it might make a huge splash or die a death within days. </li> <li> <strong>A meme can shake up marketing</strong>. However, like Gucci shows, memes can be used as part of a creative and innovative campaign – as long as it involves more than overlaying a funny caption on Grumpy Cat.</li> <li> <strong>Using memes can further engagement. </strong>Memes are so popular because they are an inherently shareable form of content. And as the Denny's example demonstrates, they can further flesh out a brand's humorous and quirky image.</li> </ol> <p><em><strong>Now read:</strong></em></p> <ul> <li><em><a href="https://www.econsultancy.com/blog/69505-eight-effective-examples-of-quizzes-in-content-marketing" target="_blank">Eight effective examples of quizzes in content marketing</a></em></li> <li><em><a href="https://econsultancy.com/blog/65318-why-do-we-love-memes-i-haz-teh-ansur" target="_blank">Why do we love memes? I haz teh ansur</a></em></li> </ul> tag:www.econsultancy.com,2008:BlogPost/69516 2017-10-23T09:26:00+01:00 2017-10-23T09:26:00+01:00 10 important digital marketing stats we’ve seen this week Nikki Gilliland <p>Now, let’s get cracking.</p> <h3>Snapchat and Instagram ad spend up 73% and 55%</h3> <p>New data from 4C Insights has revealed that ad spend was up for both Snapchat and Instagram in Q3 2017, rising 73% and 55% respectively.</p> <p>There was a rise in paid media spend across the board, with a 31% quarterly increase on Facebook, Instagram, Twitter, LinkedIn, Pinterest, and Snapchat.</p> <p>Instagram Stories remains a particularly strong channel, generating 220% year-on-year spend growth. Elsewhere, Facebook ad spend grew 27%, travel sector spend on Twitter surged 250% for the quarter, and ad spend on Pinterest grew 33% over the course of the year.</p> <h3>60% of speciality retailers offer loyalty programs compared to 22% of brands</h3> <p>A new report by <a href="https://astoundcommerce.com/us/specialty/">Astound Commerce</a> suggests that specialty retailers are outperforming brands in almost all omnichannel categories.</p> <p>First, 60% of specialty retailers offer programs to inspire customer loyalty, while only 22% of brands have these capabilities. Second, ensuring prices are consistent across channels is more complicated for retailers with many different brands, yet 37% offer these capabilities compared to only 6% of global brands.</p> <p>Lastly, three in four specialty retailers have a mobile app, while less than a quarter of brands can say the same.</p> <p><img src="https://assets.econsultancy.com/images/0008/9797/Loyalty.JPG" alt="" width="760" height="323"></p> <h3>More than half of Brits plan to buy Christmas gifts online</h3> <p>The latest <a href="https://www.salesforce.com/uk/form/industries/connected-shopper-report-2017.jsp?nc=7010M000000uIke&amp;d=7010M000002MOCH" target="_blank">report</a> from Salesforce suggests that the majority of Brits will be shopping online this Christmas. It found that 56% (or nearly three out of five Brits) plan to do half or more of their holiday shopping via the internet.</p> <p>Alongside a frustrating in-store customer experience, this could be due to online shopping allowing consumers to become increasingly informed. So much so that 56% of Brits claim to typically know more about a product than the store employee.</p> <p><img src="https://assets.econsultancy.com/images/0008/9793/Salesforce.JPG" alt="" width="780" height="216"></p> <h3>Nearly one in seven companies unprepared for GDPR</h3> <p><a href="https://dma.org.uk/research/the-gdpr-and-you-chapter-four" target="_blank">DMA research</a> has revealed that 15% of companies still have no plan in place to be ready for the new GDPR laws by May 2018.</p> <p>While 77% of marketers now rate their awareness as ‘good’, and 74% describe themselves as feeling somewhat or extremely prepared for the changes, this drops to 58% when it comes to their organisation being ready. </p> <p>Meanwhile, it also appears as if worries are increasing as time goes on. 42% of marketers now feel their business will be “very affected” by the new laws and a further 22% feel they will be “extremely affected”. Lastly, 65% of those surveyed agree that the GDPR will be a hindrance to their marketing.</p> <p><em>Check out our hub page to learn more about <a href="https://econsultancy.com/hello/gdpr-for-marketers/">how GDPR will affect marketers</a>.</em></p> <h3>98% of UK consumers believe in ‘bad personalisation’ </h3> <p>Research by Sitecore and <a href="https://www.vansonbourne.com/client-research/14121601jd" target="_blank">Vanson Bourne</a> has found that brands are failing to use customer data to deliver relevant and personalised customer experiences. In fact, a whopping 98% of UK consumers say that they believe ‘bad personalisation’ exists, with a further 66% believing brands are using out-of-date information about them.</p> <p>While brands say they’re collecting eight different types of data about online customers, 18% of them recognise that they lack the skills needed to properly use or analyse the data collected. </p> <p>Meanwhile, 42% don’t have the capabilities to integrate data collection and only 18% have the ability to collect online data on an individual (vs. consumer segment) level.</p> <p><img src="https://assets.econsultancy.com/images/0008/9791/Sitecore.JPG" alt="" width="650" height="618"></p> <h3>Click and Collect is driving additional in-store sales</h3> <p>A new report by <a href="http://now.jda.com/European-Customer-Pulse-Report-EMEA.html?srcid=jda-pr" target="_blank">JDA &amp; Centiro</a> suggests that click &amp; collect can be a pivotal driver for additional in-store sales. In a survey of more than 8,000 consumers across the UK, Germany, France and Sweden, 24% of European adults said that they have bought additional products while picking up their item from a physical retail store.</p> <p>UK consumers are particularly ahead of the curve in this area. 54% of UK shoppers say they have used it in the last year, compared to 42% for the European average.</p> <p>Despite this growing convenience, however, many consumers are still reporting frustrations over the online shopping experience. 55% of European adults say they have experienced a problem with an online order at some point in the last 12 months.</p> <h3>Consumers in developed countries are more suspicious of brands</h3> <p>Kantar TNS’s latest research has revealed that consumers in the UK and US are growing increasingly suspicious of brands, while those in emerging countries are more accepting of brand content and messaging.</p> <p>In China and Nigeria, 57% and 54% of consumers trust big global brands, however this falls significantly in developed markets like the USA and France, where just 21% and 15% trust big global brands.</p> <p>This ‘consumer trust divide’ was highlighted in a survey of 70,000 people across 56 countries. It also found that many consumers are choosing privacy over convenience, with 43% of global consumers objecting to connected devices monitoring their activities – even if it makes their lives easier.</p> <p><img src="https://assets.econsultancy.com/images/0008/9792/Kantar.JPG" alt="" width="780" height="390"></p> <h3>Majority of users happy with Twitter’s longer format</h3> <p>How do people feel about Twitter’s new 280-character limit?</p> <p>According to a survey by <a href="https://morningconsult.com/2017/10/13/u-s-adults-likely-favor-twitters-280-character-expansion/" target="_blank">Morning Consult</a>, people are largely positive, with 41% of users aged 18-29 responding well to the change, and just 14% expressing reservations.</p> <p>Similarly, 30% were somewhat supportive of longer-format tweets, while 17% said the increased character limit made them more likely to tweet themselves. 20% also agreed that they would be more likely to check Twitter for news about current events as a result of the change.</p> <p><img src="https://assets.econsultancy.com/images/0008/9796/Twitter.JPG" alt="" width="740" height="579"></p> <h3>Adspend on video ads overtake banners ads</h3> <p>The <a href="https://www.iabuk.net/research/digital-adspend" target="_blank">Internet Advertising Bureau UK</a> has reported that in the first half of the 2017, advertisers spent more on video ads than banner ads for the first time.</p> <p>Total digital adspend grew 13.8% to £5.56bn in the first six months of the year compared to the same period a year earlier. However, spending on online video ads grew at 46% to reach £699m, while spend on banner ads slowed to just 2%, reaching £685m.</p> <p>Video is now said to be the fastest-growing ad format, accounting for 35% of all spend going on display advertising. Meanwhile, display advertising as a whole grew 18% to £2bn.</p> <h3>Consumers think brands have a responsibility to break gender stereotypes</h3> <p>Finally, a <a href="http://blog.choozle.com/category/other/">Choozle</a> survey has delved into consumer sentiment on the usage of gender stereotypes in digital advertising, and whether or not it affects purchasing decisions.</p> <p>The results indicate that consumers feel it should be the brand’s responsibility to break down gender stereotypes, with 37% of people agreeing that the industry should not use them.</p> <p>Similarly, 36% of respondents said they like a brand more when it runs advertisements that break stereotypes and 25% said they are more likely to purchase from that brand. </p> <p><img src="https://assets.econsultancy.com/images/0008/9799/Gender_stereotypes.JPG" alt="" width="760" height="378"></p> tag:www.econsultancy.com,2008:TrainingDate/3251 2017-10-23T09:23:27+01:00 2017-10-23T09:23:27+01:00 GDPR Essentials for Marketers - Online <p>This online course will help you learn everything you need to know about the General Data Protection Regulation (GDPR) before it comes into force in May 2018, and crucially: what to do about it.</p> tag:www.econsultancy.com,2008:BlogPost/69479 2017-10-09T14:30:00+01:00 2017-10-09T14:30:00+01:00 A beginner's guide to Facebook Custom Audiences Patricio Robles <p>Here's a look at the different Custom Audiences that Facebook allows marketers to create and some tips to get the most out of Custom Audiences.</p> <h3>Custom Audiences from your Customer File</h3> <p>As the name suggests, a Custom Audience from your Customer File allows marketers to target their existing customers by uploading a list of its customers. This list typically contains unique customer contact information, such as an email address or phone number, but can also include other attributes, such as name, ZIP code, age and date of birth.</p> <p>With this information, Facebook attempts to identify customers who have Facebook accounts so that they can be targeted.</p> <h3>Custom Audiences from your Website</h3> <p>Custom Audiences from your Website allow marketers to retarget Facebook ads to Facebook users who have visited and interacted with their websites. </p> <p>To start, the Facebook Pixel is added to a website, which allows Facebook to track users and match them to their Facebook accounts. To assist with matching, marketers have the option of configuring the Facebook Pixel to have access to information like the user's email address, where available.</p> <p>Once the Facebook Pixel is in place, marketers can create one or more Custom Audiences based on rules (and combinations of rules) that look at users' behavior on the website. For example, marketers can target users who have visited the website within the past X days, who have visited at a certain frequency or who visited specific pages.</p> <p><img src="https://assets.econsultancy.com/images/0008/9439/18761933_133200927235063_2653394198052470784_n.png" alt="" width="523" height="495"></p> <p>Marketers can also target users based on events that were tracked by the Facebook Pixel. For example, a Custom Audience could be built for users who added a product to cart, abandoned their cart or completed a purchase.</p> <p>Custom Audiences from your Website is one of the most powerful tools in the Facebook marketer's toolbox. Retailers frequently use it to retarget users who previously demonstrated interest in specific products. Real estate agents use it to retarget to users whose website behavior suggests they might be interested in a specific property. Professional sports teams use it to target previous ticket buyers. And so on and so forth.</p> <h3>Custom Audiences from your Mobile App</h3> <p>Lots of companies have developed mobile apps, but mobile apps present numerous challenges for marketers. Specifically, acquiring app users can be a costly proposition and retention is notoriously difficult.</p> <p>To help marketers address these challenges, Facebook offers marketers the ability to retarget users of their mobile apps through Custom Audiences from your Mobile App. </p> <p>This functions a lot like Custom Audiences from your Website except that these Custom Audiences consist of users who have interacted with a marketer's native mobile app.</p> <p>Custom Audiences from your Mobile App takes advantage of Apple's IDFA (“identifier for advertisers”), Google's Android Advertising ID or Facebook's App User ID to match mobile app users to Facebook accounts.</p> <p>To help marketers create Custom Audiences that are meaningful, Facebook offers a set of standard app events that can be used to target users who have engaged with an app in a particular fashion. For example, standard app events offered to retailers include <em>Search</em>, <em>Add to Cart</em> and <em>Initiate Checkout</em>, while standard app events offered to game developers include <em>Completed Tutorial</em>, <em>Level Achieved</em> and <em>Achievement Unlocked</em>.</p> <p><img src="https://assets.econsultancy.com/images/0008/9486/custom_audiences.png" alt="custom audiences" width="550"></p> <h3>Engagement Custom Audiences</h3> <p>While off-Facebook engagement is obviously important to many if not most marketers, many marketers are highly active on the world's largest social network and therefore might have reasons to target users based on how they interact with them on Facebook.</p> <p>To do that, Facebook offers Engagement Custom Audiences, which allows marketers to build Custom Audiences around on-Facebook interactions related to videos, lead forms, Pages, Canvases, events and Instagram business profile.</p> <p>Depending on the interaction type, Facebook offers marketers the ability to target users who have taken or haven't taken specific actions. For instance, when creating a Custom Audience for users who have interacted with a lead form, marketers can specify a specific lead form. They can also choose to specifically target users who interacted with it in the past X days and either submitted or didn't submit the form.</p> <h3>Custom Audiences from your Store Visits</h3> <p>Facebook's latest Custom Audience offering could prove to be one of its most interesting for businesses that have physical locations.</p> <p>As the name suggests, Custom Audiences from your Store Visits allows marketers to create Custom Audiences consisting of Facebook users who visited one or more of their physical locations. </p> <p>Facebook appears to automatically identify users based on its ability to track their physical movements through the Facebook App. As MarketingLand <a href="https://marketingland.com/facebook-tests-targeting-ads-people-visited-brands-brick-mortar-stores-221585">notes</a>, this is “the same method that Facebook has employed when targeting ads to people near an advertiser’s chosen location and when estimating how many store visits were driven by a brand’s Facebook campaign.”</p> <p>If eventually rolled out widely, Custom Audiences from your Store Visits will give lots of businesses – from local mom-and-pop shops to large, national retailers – the ability to connect the online and offline worlds and reach out to the people who have engaged with them in the real world.</p> <p><img src="https://assets.econsultancy.com/images/0008/9487/custom_store_visits.jpg" alt="store visits custom audiences" width="600"></p> <h3>Custom Audience Tips and Tricks</h3> <p>While Custom Audiences in all their forms have great potential, there are a number of ways that marketers can maximize the value they get from creating Custom Audiences. These include the use of:</p> <ul> <li> <strong>Lookalike Audiences.</strong> Perhaps the biggest bonus to using Custom Audiences is that Facebook can use them to create audiences of users who are similar to the Custom Audiences. This gives marketers the ability to target ads to users who might be more interested in their products and services.</li> <li> <strong>Household Audiences.</strong> In addition to Lookalike Audiences, Facebook also gives marketers the ability to target individuals who it determines are members of the same household as Custom Audience users. This feature, which was unveiled this year, <a href="http://www.adweek.com/digital/facebook-will-soon-let-brands-target-ads-at-entire-families-or-specific-people-within-households/">is pitched</a> by Facebook as a means to “[influence] across the family.”</li> <li> <strong>Targeting.</strong> When creating an ad campaign for a Custom Audience, Facebook offers the ability to further target members of the Custom Audience based on characteristics such as location, age, gender and interests. While marketers should be wary of over-targeting, highly-segmented campaigns based on Custom Audiences can be very powerful when used wisely.</li> </ul> <p>There are also a number of potential gotchas marketers employing Custom Audiences should be aware of. </p> <p>One of the biggest is the potential for overlap when targeting ads to multiple Custom Audiences. Fortunately, Facebook offers an Audience Overlap Tool for determining how much overlap there is between multiple audiences. Armed with this knowledge, marketers can make adjustments to ensure their campaigns aren't being negatively impacted.</p> <p><img src="https://assets.econsultancy.com/images/0008/9440/13910710_1060868077338367_721590579_n.png" alt="" width="562" height="277"></p> <p>Another caveat, particularly for smaller businesses, is that it can be more difficult to achieve the best results when dealing with very small Custom Audiences. In this case, it's important for marketers using Custom Audiences from your Customer File to ensure that they're uploading refreshed customer files frequently as their customer numbers grow. </p> <p>It can often be advantageous for marketers working with smaller Custom Audiences to look at using Lookalike and Household Audiences.</p> <p><em><strong>For more on paid social media, subscribers can download our <a href="https://econsultancy.com/reports/paid-social-media-advertising/">Paid Social Media Advertising Best Practice Guide</a>.</strong></em></p> tag:www.econsultancy.com,2008:TrainingDate/3246 2017-09-08T11:02:07+01:00 2017-09-08T11:02:07+01:00 Mini Masters in Digital Marketing Online <p>If you want to accelerate your career to take a leadership role as a professional digital marketer then the Econsultancy Mini Masters in Digital Marketing is the course that will give you the practical and strategic skills to step up.</p> <p style="background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial;">Econsultancy’s Mini Masters is taught online with intensive, challenging, interactive modules taught by the very best in the business. Formalise your existing skills, and come away with the confidence that you really know your stuff – and how to prove it at the highest level. </p> <p style="background-image: initial; background-position: initial; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial;"><strong>Book your place now! Next course date is in April 2018.</strong></p>