Written by Lily Barnes • Published 11th October 2018 • 4 minute read
It’s no secret that digital marketing is becoming a key aspect of any brand strategy. For example, retailer giant Next recently decided to cut its TV, print and direct mailing spend and instead increase its digital budget by 125%. The brand claims that it has seen impressive results from this digital transformation. What type of digital tools should you use to boost your Christmas PR campaign?
Paid social advertising
The benefits of paid social media advertising is unlike organic social media, it allows you to reach audiences not currently engaged with your brand. It also allows you to generate new followers or clicks that may otherwise have been lost.
To make the most of you Facebook advert, you’ll need a Facebook pixel. A piece of code you place onto your website. It helps you track conversions from Facebook adverts, optimise adverts based on the data it collects, build targeted audiences for future adverts, and remarket to qualified leads—people who have already taken action on your website. It works by tracking users who interact on your website and Facebook by placing and triggering cookies.
Without the Facebook pixel you are limiting your targeting options. You won’t be able to accurately track your conversions or calculate ROI from an advert without it. It also allows you to have a more targeted, streamlined approach to reaching your desired audience, improving how you spend your media budget.
The Facebook pixel has many uses but perhaps the most effective is retargeting. You can create website custom audiences, segmenting the visitors you generated into categories for you to then retarget them with advert based on their behaviour. As consumer become savvier to advertising this personalised approach has seen excellent results for brands such as Asos for example.
This month, Snapshat has launched a new way of advertising on their platform through “shoppable ads”. Shoppable Snap adverts consist of an advert with a product catalogue at the bottom. If a consumer taps on an item, they’ll be taken to the brand’s website to complete the purchase. A very efficient way to shop for customers.
The ads will also be available with the Snap Pixel, which is now out of beta and open for anyone to use. The Snap Pixel enables advertisers to see the total value of Snapchat campaigns. Later on, this year Snapchat will also add the ability to measure conversion lift.
According to Yes LifeCycle Marketing survey, consumers want to see social posts from retailers that show personality, provide entertainment or comment on current events. While discounts are the top reason consumers follow and engage with brands on social media, users engage with retailers for several other reasons as well:
- For humour: 30% of consumers engage with retailers that share funny or interesting social posts
- To show agreement: 35% will engage with a retailer’s post if they agree with it personally
- To offer positive feedback: Social media users are more likely to engage with a retailer on social media to share positive feedback (29%) than negative feedback (20%)
Earlier this year, Instagram launched IGTV, a new section in the Instagram mobile application (as well as a stand-alone app), which allows users to upload and watch videos that are up to one hour long. If you’re a brand, the possibilities of IGTV are endless. You can reach your core consumers, you attract new people, and you can experiment to see if there’s new audiences for your old content archive.
Marks & Spencer who recently revisited their digital strategy are a great example. The brand recently launched their new food range and invited TV stars Amanda Holden, Rochelle Humes, Paddy McGuinness and Emma Willis to taste test its new products each month. The What’s New at M&S campaign marks the first time the brand has used dedicated social-first video content in its food marketing.
Make sure you incorporate IGTV into your Instagram and social media strategy, use Instagram feed Stories as well as IGTV to make the most of this platform.
Royal Mail released its latest Delivery Matters report this week. It revealed that online shopping during the peak Christmas period is largely driven by convenience – not price.
In a survey of over 1500 UK online shoppers, 68% of people said they shop online at Christmas because they can do so from the comfort of their own home. 63% said it’s because they can shop at any time of the day. All of which means that getting the delivery experience right first time will only become more important as online Christmas shopping increases. Make sure you communicate your delivery experience via social as well as email and through your website. Always make it easy for people to find this information as it will help your brand this Christmas.
If you want to learn more about how you can improve your digital presence, get in touch with our digital team now.