Chart of the day: Dark posts are mot expensive than boosted posts on Facebook, whilst boosted posts are shared more.
Research has found that dark posts have less interaction and cost more than boosted posts. Dark posts are a term for posts that only go to a certain section of a Facebook page's fans. They therefore don't appear on the page, just in certain followers newsfeeds. Who the post is shown to is determined by the page- you may seek to only target followers of only a certain demographic or those with certain interests.
The study found:
Boosted posts on average received over 70% than dark post, but receive more likes on average.
Marketers also promoted dark posts for longer, with an average of 42 days for dark posts and 27 days for boosted posts
However dark ads were less shareable and less cost-effective.
Most ads…
Use these cart recovery tools to nudge your customers into converting
Cart recovery tools use email and on-site notifications to drive users back into a site (usually the checkout pages) with the aim of driving incremental transactions by reminding customers of the products or services they abandoned.
With initial customer acquisition becoming increasingly expensive, brands have focused their efforts in trying to re-engage and convert those users they’ve already spent money acquiring and/or who have already expressed some level of interest in a product or service. Cart abandonment is the use of remarketing at the closest point to conversion i.e. once a user has added something to their cart but fails to check out. Cart abandonment tools can therefore be an extremely cost effective way of increasing sales, and usually generate great returns on investment. If you are considering investing in a cart recovery tool for your website, here are some of…
New tools for outreach, video marketing, market segmentation and more
In the ever-evolving digital world, keeping up with the tricks of the trade is crucial. Marketing is no longer a one-way communication from brands, but a dialogue between brands, customers, influencers and various other stakeholders. To ensure that your brand is a part of this conversation, you need to stay on top of the game with your digital media strategy.
Throughout this year, brands will see a confluence between traditional and digital media channels as there will be parity in the kind of messaging planned for both kinds of outlets. More brands will look for ways to share data from paid media with real-time content across channels in a similar manner.
Further, there will be a greater need to generate more relevant and shareable content for all digital platforms, so that it consistently drives traffic to your landing pages and websites.
Here are the…
Chart of the Day: DuckDuckGo searches increase tenfold in five years
For those of us busily involved in the thankless task of getting algorithms to like our content and display it in the SERPs, how we attempt to optimize our content to appear high on results pages depends in large part on which search engines our audience are using. For most of us, this will mean optimizing for Google, which handles the lion's share of search queries in the majority of countries. Some SEOs may also optimise for Bing/Yahoo (they are both powered by Bing's algorithm), AOL if they are American or Baidu if they're in China.
But there is a new player on the block, which although still tiny in comparison to Google, is increasingly eking out an ever larger share of the search market. With over 14 million searches a month and growing rapidly, DuckDuckGo could soon become more than just a bit…
A round up of the latest platform updates from the main social networks, AdWords and Wordpress
Last week was a busy one for many of the marketing, advertising and social media platforms, while there wasn't anything earth-shattering, I'm going to give to you a round up of all the changes that gave you, even more, options for you marketing effort in the weeks ahead.
Facebook Ad 'stories' like feature to Messenger, called 'Messenger Day'
Facebook have continued with their approach 'to defeat Snapchat we must become Snapchat', and have launched a new clone of the Snapchat stories feature, this time for Facebook Messenger. It's called 'Messenger Day' and works like 'stories'- the content is live for 24 hours, can be seen by any of your friends on the platform, and automatically deletes after the 24 hour period ends. They've integrated it effectively into the app, without adding much additional friction. It is likely it…
Don't let your digital marketing campaigns fall foul of these mistakes
The great thing about making a mess of a digital marketing campaign is that, with the benefit of hindsight, it becomes clear which actions were a mistake and which contributed to a winning campaign.
In this article we share some examples of 'epic fails' that we have seen, and yes, if truth were told, we might have just had an up close and personal experience of some of them.
1. Leaving it to the boss to decide your Digital Marketing Strategy, i.e. – Ego Marketing
The boss is not always right! Come on, repeat after me “the boss is not always right!
Their input is necessary and important, however, they aren’t the ones who are being held responsible for your Digital Marketing Strategies. You are the one that is supposed to know better in this regard, but sometimes the Boss just can’t help it ……
Take the test to see what stage your email marketing is at
Email is an amazing marketing channel, and is consistently quoted by reputable sources as one of the best performing marketing channels for return on investment. In their Marketer Email Tracking Study 2017, the DMA found that for every pound spent, the average ROI from email marketing was £30.01. Email marketing has more users than Facebook and Twitter combined and results show that customers actually prefer to view marketing communications via email. Radicati write that that there is predicted to be over 2.9 billion users of email by 2019, which is over one-third of the population. As the digital world is constantly evolving, email marketers need to make sure that they are using the most innovative ideas and embracing change in order to succeed.
Your audiences are changing and your customers are more savvy than they ever were. They…
Chart of the Day: After a peak in day 2 Snap's stock settles back down to opening levels
There has been quite the media circus leading up to Snapchat's parent company Snap's IPO going on the stock market. Last Thursday saw the company finally go public with a huge amount of fanfare and day 2 was the day it hit its peak of $29, as investors clambered to have a piece of the new kid on the block. Now over a week later the dust has settled and seems to have found it's new normal. The last two weeks (and many before) must have been a tremendous time for a relatively new company but is now the time they need to start driving up the revenue whether it is from advertising or glasses sales only time will tell. But if they go down the advertising route, I hope we marketers can expect a greater range…
How many of these 5 practical and easy-to-use engagement tools are you already using?
One of the main questions I get asked is about how to more effectively engage in email marketing. The inbox is a very competitive place so you need to stand out, be interesting and be relevant but, although we all know this in theory, the execution often seems to get lost somewhere along the way.
In fact, I still see the majority of campaigns get sent out with very little, or no tailoring of content and I can still sign up to a retail outlet, for example, and give my age, gender and preferences and not see any evidence of this information being used in the campaigns received. This happens in companies big and small and across all industries so, I ask myself, is this because people just don’t know the engagement tools available to them? Do they…
How to review your digital brand differentiation using 3 complementary frameworks
Differentiation should be considered a key element to your brand strategy and help to provide an opportunity and vision to define a niche within your market sector, helping to gain the attention of your existing customers and extend your proposition to encourage new markets and audiences.
Framework Models of Brand Differentiation
After completing an organisational digital strategy health check, you will have a wider picture of the landscape your organisation is positioned, its strengths and weaknesses, the competitor landscape and the potential opportunity to create a model of differentiation from the competition in order to meet your organisations objectives.
To help understand whether a model of differentiation could exist, it is important to evaluate the quantitative and qualitative research completed. There are 3 models you could consider to apply to your organisation when considering a Brand differentiation strategy:
Three frameworks/models for brand differentiation
Framework 1:…
