As of the 25 May, cyber security becomes a big issue for UK businesses, especially those that work with analytics, online advertising, and social media. This is the date the new General Data Protection Regulation (GDPR) comes into force, and the date by which every business that holds “personal information” about customers and clients should have adequate security in place.
Facebook has come a long way since its humble beginnings as a small, college-based networking site back in 2004. Now it boasts almost 2 billion monthly active users, and is crowned the most widely used social media site in the world. But what does the future hold for the social media giant?
Expect more from Instagram
A recent study suggested that Facebook video user engagement was dropping. So what’s Facebook’s solution? Pipe more attention their image-sharing platform Instagram, which grabs 92% of social media attention for brands. That’s a huge incentive for companies to either begin using Instagram for business or perfect their strategy.
In fact, it’s not just Instagram that will grow. WhatsApp, Messenger and Groups – all in the hundreds of millions of users – will see improvements, streamlining and technological make-overs.
Since you’re here, why not check out our top tips on using Instagram to enhance your online presence?
Think about any great story you’ve read. It usually follows a formula where the main characters have these outstanding attributes: the brains, the warrior, the mentor. These guys come together to complete a task as a team – a completely impossible feat if they didn’t have each other. To get seriously productive with your marketing, you need to organise your team in a similar way. How can you focus on your team’s skills, rather than just their job titles?
Recognise the digital marketing skill sets
E-commerce and marketing digital skills generally fall into four categories:
- – Technical: specialised skills used for your marketing campaigns. These guys code and edit a website’s architecture for best SEO and PPC bidding.
- – Strategic: employees who exploit technology to get the most efficient campaign performance. These will be your goal setters – take note of what they predict and what’s finally delivered!
- – Creative: anytime you need to make something from nothing, you lean on your creatives. Copywriting, video editing and graphic design come under this term, and these skills are vital in your B2C and B2B campaigns.
- – Support: computers, clients, technology – these team members keep things running smoothly.
Once identified, you need to proportion your skill sets throughout your team. As fun as having a team full of creatives would be in delivering the perfect tag line, without anybody strategic, you’ll have the world’s greatest unread marketing material.
Picture the scene: your website’s traffic is increasing. That SEO campaign your team worked so hard on is seeing some great results, your social media strategy is pulling in strong numbers and your PPC is also doing the trick. Brilliant, your planning has paid off with more visitors on your site!
You’re not seeing the kinds of actions you want from visitors. Conversions just aren’t happening; depending on your business, this can be an app download, an email newsletter sign up, filling out a survey, or purchasing something. Conversion Rate is a key metric in ecommerce as it tells you the percentage of visitors to your site that are completing a specific goal.
You may have heard the story of a stock broker who ran down a cyclist on his way to work and then bragged about it on Twitter blaming him for being late at work! Yes that really did happen and said stock broker is now no longer a stock broker. Its probably best you avoid ending up in this situation. ‘But how?’ I hear you ask! Here are seven simple tips to help you not get fired thanks to Twitter.
No 1. Don’t joke about running people over, or any irresponsible actions for that matter, I can assure you your employer will not find it amusing in the least.
The growth of ecommerce websites in the last decade has meant that brand loyalty is questioned and often refused by shoppers. Specifically, discount vouchers acting as an incentive can do more harm than good for your brand when a competitor is just a click away. In fact, organisations are wasting billions on loyalty programmes that don’t work like they used to.
One thing in particular can hurt ecommerce sites and brands – not seeing ‘add a discount voucher’ or ‘redeem code’ option until the checkout. Often when confronted with the possibility of discounts or money off, customers turn away from your site (just a few clicks away from purchasing!) and trawl the internet, again, for a better deal. So what can you do to stop this?
Last year Facebook had over 3 million advertisers racking up $5 billion in ad revenue. Is 2017 the year to get involved with Facebook advertising? How much does it cost? What returns are available? We explain it all below!
How do they work?
Facebook ads work much like Google ads. You set up an advert on one creative template, link this to your website and/or Facebook page, target your audience, set a budget, and let it go. There’s a little more to it than that, but it’s the gist. You can show off your products or services in a carousel, distribute your ads across devices, and use retargeting to help cross/up-sell to users interested in your brand.
How do I find out how much Facebook ads cost?
Hootsuite’s Facebook advertising gurus Adespresso analyse millions of dollars of ad revenue on Facebook every quarter. Their latest stats from Q3 2016 tell a story: Facebook ads are gradually becoming more expensive and businesses are willing to put up bigger spends per year (which kind of suggests they’re working for those businesses).
Sites using page-covering pop-up ads and sign-up forms are to be de-ranked by Google in the new year. Intrusive pop-up ads – named ‘intrusive interstitials’ – are to be heavily penalised by Google. In January 2017, Google will be lowering the rankings for sites that include invasive advertising that, in their own words, “can be problematic on mobile devices where screens are often smaller.”
The ‘mobile friendly’ ecosystem has grown to the point where, according to Google, 85% of content on the web is now mobile friendly. This is no surprise, as back in 2015 Google recorded more mobile searches being made than desktop ones. The ‘mobile friendly’ label will now be removed, even though mobile friendliness will continue to be a major part of Google’s ranking algorithm.
Is Corporate Social Responsibility (CSR) getting too involved in marketing?
Tell your company’s story – not what you think people want to hear
Marketing is, in part, about telling your brand’s story – and this is where CSR tends to get muddled in with it. Think about the major players in the marketing world; they all have stories to fall back on. How many litres of water did Coca-Cola recycle last year? What emissions were saved by Toyota’s hybrid engines? Don’t know, because brands focus on a messages and solutions. Pit this against the responsibility to do the right thing: these are two separate messages entirely.