The Blog

6 Multi-Channel Marketing Strategies for B2B

When planning  B2B marketing strategies, it’s common to primarily think of outbound and direct marketing techniques. Straightforward messages, cold calls and connection requests to prospects you might have identified through a thorough selection process are very common strategies. There are many available channels you should consider:

In this approach it’s very important to be as persuasive and compelling as possible with the first message in order to cause a good impression and awaken the prospect’s interest. Strategies like these have been used in B2B marketing since forever and still give good results when applied properly.

However, with the appearance of new technologies, the expansion of the internet and growing competition, prospective clients are more invested into evaluating their options. If you did manage to catch their attention with the first contact through cold email or phone call, they for sure are going to conduct their own search to find out more about you before continuing with the conversation. 

That’s why it’s so important for companies to broaden their B2B marketing strategies and take full advantage of what new technologies and variety of channels have to offer. Creating a multi channel marketing strategy that covers all fronts and answers all the questions you prospects might have about your product or service is key to stay ahead in the game. 

But before getting into the specific channels you can include in your B2B marketing strategy, let’s talk about the angular stone that supports it: content marketing. 

Content marketing is your friend

If you’ve been working in digital marketing for some time now, you surely have heard a lot about content marketing and its value for attracting customers. It has become so popular in the past few years because it’s a much friendlier way to connect with potential customers than advertising or any other outbound marketing technique. Content marketing is the angular stone in which your multi-channel strategy will base. 

By presenting good quality content that offers relevant information and adds value appealing to the target audience needs and interests, content marketing has become the center of many digital marketing strategies for B2C. Nowadays, it’s the same for B2B. 

The main difference between one and the other is the objective. While in B2C the focus is centered on branding and engaging with users, in B2B the objective is to generate leads. Having this in mind, you should create a content strategy that focuses on analysis, data and information that answers the main pain point of your target audience and helps tilt the balance to your favor.

B2B audience is more rational, takes more time to weigh different alternatives and digs in deeper before making a decision. The content you create must center on covering all flanks and easily display all the information prospects might need to choose you. Here are a few examples:

  • Blog posts centered around what and how your product or service works
  • Whitepapers
  • Case studies
  • Success stories
  • Client testimonials
  • Video demos
  • FAQs page on your website

Keep in mind a couple of things when planning your content marketing strategy, whether for written or audiovisual channels. 

a) Center all of your content around your solution and what would the customer gain if they choose you over your competitors. Use keywords to make sure prospects can find you when they search for similar products or services online: you want to be present. 

b) Consistency is key. It’s important for you to publish and share content consistently throughout time. Create a calendar and keep to it but always making sure you don’t sacrifice quality over quantity. Create a rhythm that suits you.

6 Multi-channel Marketing Strategies for B2B 

1. Email marketing for B2B

Email marketing is one of the most powerful marketing tools. It has been for a long time and it seems it will continue to be so especially when it comes to B2B. According to HubSpot, “from a study of 1,000 small business owners, email marketing was ranked as the second most effective medium for building brand awareness”.

To create a killer email marketing campaign go for automation. By establishing different scenarios that fit your own funnel, you can create automated emails sequences: they differ from regular email because they are automated and triggered by user behaviour. 

Email Marketing for B2B

They are sent, for example, when prospects visit a landing page and download a case study. After a few days, they’ll receive an automated email, triggered by their actions, offering to schedule a follow-up meeting to discuss in detail about your solution and what it can do for them. You can create as many sequences as you see fit with hyper-personalisation of the message.

The best part about email marketing automation is that you can maintain an ongoing communication with your prospects through their journey and focus on lead nurturing. This will help you make your campaigns much more effective. 

2. SMS Marketing for B2B

SMS is a key channel in any digital marketing strategy for B2B. However, its potential is often overlooked and forgotten as, many times, it’s considered only valid for B2C marketing. But keep in mind that people use their phones when they’re working, scheduling meetings or looking for information.

SMS Marketing for B2B

According to a study conducted by The Boston Consulting, up to 70% of B2B searches are done on mobile devices. This makes it essential for businesses to be present and reach their prospects where they are: their phones. 

The same as for email marketing, you can use automated SMS sequences to schedule meetings, events, reminders or new information that connects you with your prospects by adding value and helping them make a decision. 

A few benefits of SMS marketing:

    • Phenomenal open rates: 98% open rate
    • Direct communication: 90% of the messages being read within the first 3 minutes after receiving the SMS
    • Convenience: they´re short and display the information very clearly
    • Reachability: no need for customers to download an app or install any type of software. 

3. Web Push Notifications for B2B

Web push notifications are the newest retargeting channel B2B can benefit from. They allow businesses to send hyper-personalised messages to prospective customers with useful and relevant information that helps them move down the sales funnel.

Multi channel Marketing Strategies for B2B

There are two types of web push notifications:

  • Automated campaigns: define scenarios on your website or landing page and re-engage visitors inviting them to come back and learn more about your solution with messages based on their actions and behaviours. 
  • Manual campaigns: send notifications regarding new case studies you release and news and updates about your business that adds value to your solution as a valid option to all of your subscribers.

The most attractive feature about web push notifications is that they don’t require visitors to share any type of personal information like their phone number or email address. They just have to click on “Allow” when the opt-in prompt appears to become a subscriber and keep up to date with any update. 

B2B marketing strategies can find a great ally in web push notifications. This channel allows them to engage with prospects and turn them into leads by bringing them back to the website with relevant information.

4. Landing Pages for B2B

Multi channel Marketing Strategies for B2B

Source

Landing pages are the number one channel of B2B marketing to get new leads. They’re usually the core of the strategy and creating one that works and effectively converts, can be quite a challenge. But if you’re planning your next strategy, a landing page must be part of it, so here are a few tips on how to make it the best it can be:

  • Define your buyer persona: before taking any other step you need to know exactly who you are talking to and with what purpose. What do they need and want to know about your solution? What language do they use? What are their ages and education level? What’s the problem they need to solve? Defining all of this, will help you create the right message focusing on what’s really important for your target audience and setting the tone of the entire landing page. 
  • Choose one goal only: the best performing landing pages are the ones that have one clear objective and guide prospects towards achieving it. Define what your goal is: getting email sign ups, getting demo requests or scheduling meetings must be very clear.
  • Perform A/B testing: once you have defined all of the previous points and the time comes to go live with your landing page, it’s important that you perform A/B tests. Even though you have set clear goals and know your buyer persona, the reality is that the best way to get the best results is to let people tell you what works best for them. Begin testing the CTA, then the image or copies and make adjustments that help you make the best version of your landing page. 
  • Create a traffic generator strategy: you might have created the best landing page in the history of B2B marketing, but if people don’t get to it is the same as if it didn’t exist. This is the moment to combine different channels in order to drive visitors to your landing page. Use a smart combination of ads, web push, sms and email marketing.

5. Social Media for B2B

Even though social media is the favorite channel for B2C businesses, the truth is B2B can also have a spotlight here. B2B marketing on social media is the perfect way to create brand awareness and generate connections within the community. Especially if you center your efforts on the right platform that suits you.

Social media for B2B multi channel marketing for b2b LinkedIn for example, was designed with the sole purpose of generating connections between professionals around the world. However, there can be a place for any business on YouTube, Twitter, Instagram and new platforms like Clubhouse if they align their objectives with the type of content that prevails on each social media channel. 

You can use Instagram to share information capsules with graphic proposals that adapt to the media and also offer value to the customers. There’s the option to even do interviews, share webinar sessions through IGTV and save the content to be accessible in the future. 

With the appearance of audio-only platform Clubhouse new business opportunities are surfacing by opinion leaders creating rooms to share their vision and discuss with other professionals. 

The doors are open for any business to have a strong social media presence that brings them closer to their target audience by using a more human approach, lots of creativity and creating amazing brand awareness. 

6. Ads for B2B

No multi-channel marketing strategy would be complete without the use of ads. Whether you go for social media advertising, search marketing display ads or retargeting ads, paid media can really help you boost your online presence.

Multi-channel Marketing B2B Ads

Source

It’s one of the main channels you can use to drive traffic to your landing page, for example. Another scenario is to use retargeting ads to increase your brand awareness after prospects visit your site and keep your brand on their top of mind with recurrent appearances on other websites and social media platforms. 

Combining channels is the road to success 

A B2B multi-channel marketing strategy is the way to keep in touch with prospective customers during their entire journey. You’ll be able to reach them with different approaches through the channel chosen by them, which has a direct impact on engagement. 

The ultimate goal is to create a conversation in which you solve as many doubts as possible, share relevant and useful information and build trust through time with your customers. 

Since we got your attention, check out:

Multi-Channel Marketing Strategy Orchestration

A multi-channel marketing strategy is key to success for any digital business nowadays. Many companies opt for managing their communication with their customers over multiple channels, using different teams, third-parties or providers. This can result in customers receiving messages through a variety of channels that can easily overlap each other with repeated, irrelevant information and end up wearing users out. 

Companies should focus on personalisation and start to cater to their customers as individuals with personalised needs and interests, while managing their communications centrally. If you’re not engaging to your user’s preferences, they’re more likely to opt-out from all the channels you use trying to connect with them, due to finding your communication irrelevant and annoying.

Mul Channel Marketing

In today’s day in age, customers have a lot of power over what type of communications they receive from brands by refusing to subscribe, refusing to share personal information and installing browser extensions such as ad blockers.  This leaves sellers constantly trying to find new and effective ways to get the end result necessary, which of course is to bring that customer back to complete a conversion. 

To adapt to this reality, businesses must strive to make it as easy as possible for customers to gain access to their site. This is made possible by the sheer orchestration of an automated, engaging, attractive and relevant communication strategy through different channels. This will allow you to interact with your users in the most effective way possible. 

Why should you use automated multi-channel marketing campaigns?

Value has more to do with being there for people, rather than selling the industry’s best. having this kind of mindset will result in an increase of customer retention. This is vital, because even a five percent increase in customer retention can raise profits by 25-95 percent. If you are not already sold by this statistic, imagine this: It costs from 5 to 25 times more to get a new customer, than it does to keep the one you already have. Therefore, it’s important to keep that user engaged by communicating through multi-channel marketing and a sequence of messages that’s relevant, useful and attractive.

The Performance Comparison of Each Channel (Email, SMS, Web Push, Ads)

Channel Opt-in Rate Deliverability Average CTR
Email 1-3% 98.2% 17.2%
SMS 0.5-1.5% >99% 35.4%
Web Push Notifications 5-10% >98% 10.7%
Retargeting Ads N/A Depends on CPC 0.7%

Multi-Channel Marketing Strategy: Benefits of SMS, Email and Web Push Notifications combined 

Multi Channel Marketing

  • Reach more customers by offering multiple options for them to choose their preferred channel
  • Engage customers through the channel of their preference
  • Drive more traffic to your website/app, therefore generating more revenue
  • Connect with anonymous users who prefer not to share their personal info, via push notifications
  • Create a customer engagement journey through scenarios and templates designed for each channel to be sent at the best time
  • Track performance of your campaigns on each channel through Frizbit user and campaign reports
  • Optimize your communication and discover how to connect better with your customers on a more personal level with A/B testing and machine learning

Multi-Channel Marketing Strategies

1. Email Marketing

Multi Channel Marketing Email Marketing

 

Email marketing has always been one of the most common and preferred channels for online businesses to get in touch with their customers. It’s a tool that offers many possibilities, especially if you use the correct provider platform to plan and send your campaigns:

  • Ongoing communication: Frizbit is able to strategically build a sequence of emails that will grasp your user’s attention, bringing them back to visit your website once again. You can design messages series for cart abandonment recovery, product suggestions based on behaviour and much more to keep in touch with your customers during periods of time you can define yourself.  
  • More leads: when a user decides to share their email address with you, you can easily start building a new leads database through email communication. With this information you have the possibility to get in touch with your customers on a more personal level. You can nurture those leads with inbound and content marketing campaigns that will create a more long-lasting relationship with your clients. 
  • Hyper-personalisation: Customers appreciate and want to learn more about what you have to offer. Especially if you send a message with specific information that’s relevant and useful for them, helping you increase engagement. You can include their names, product name, image, price and more to make the email as personalised as you can, which will highly increase CTRs. ç
  • Automation: Frizbit allows complete automation of the email sequences you create. this means you won’t have to invest lots of time to configure and send a campaign whenever you want, you’ll just have to do it once.

2. SMS Marketing

Multi Channel Marketing SMS Marketi

SMS marketing strategies have been around for a while, just like in the case of email marketing. There are many similar benefits of both channels, however SMS offer some additional ones worth revising that will help you take your multi-channel marketing strategy to the next level: 

  • Immediate communication: SMS marketing provides an immediate channel of communication with your customers. If we keep in mind that most of us don’t separate from our phones for nearly 5 minutes a day, SMS is a great option if you want an almost immediate response from your customers. SMS also highly guarantees the delivery of the message, since you don’t have to wait for users to go online and check their inboxes like in the case of emails. 
  • Closeness: Texts messages are an intimate channel of communication. They relate to close relationships which gives customers a feeling of a more personal and less commercial communication.
  • Automation: As it does in the case of email marketing, Frizbit is able to send out automated and personalized text messages to each customer based on their actions on the site. The SMS can be scheduled to be sent after an exact amount of time after being triggered by an event on the web without adding additional work to your planning and execution.

 3. Web Push Notifications

Hands working with a laptop on the white office desk with a mobile phone, a title online study on the both screens. Education, business concept photo

Hands working with a laptop on the white office desk with a mobile phone, a title online study on the both screens. Education, business concept photo

Web push notifications allow a one click process to redirect customers back to your site. They’re short, direct messages based on users’ behaviour and delivered through their browsers when they go online. This is a very new channel, so its benefits are not so well known like in the case of email and SMS marketing:

  • Reachability: web push notifications are delivered to the subscriber on both desktops and mobile devices, even if they’re not browsing your website. 
  • Connect with anonymous users: in order to send web push notifications, you don’t need to request users to share any type of personal information like email address or phone number. Visitors only need to Allow them via  the opt-in prompt shown when they enter the website for the first time and, with just one click, they become subscribers. This allows you to connect with visitors, giving you the chance to turn them into customers. 
  • Immediate traffic generation: with manual or bulk web push notifications sent to all subscribers, you can send flash sales alerts, out of stock availability, price drop alerts or special offer messages that can generate a lot of traffic to your site very quickly. 
  • Full funnel communication: web push notifications messages can be completely automated and triggered by events for every single step of funnel. They offer a channel through which you can communicate with your subscribers with a specific message throughout the entire shopping process: first visit to the page, category viewed, product viewed and product added to cart. 
  • Deliverability: web push notifications offer guaranteed deliverability. This channel is browser based, meaning that as soon as a subscriber opens up its browser, the message will be delivered.

4. Retargeting Ads

Multi Channel Marketing Retargeting Ads

Retargeting ads are one of the main channels used by online advertisers to try to reconnect and bring back users to their site. By using retargeting ads, brands “follow” users that didn’t convert to show them images and messages inviting them to come back and finish a transaction. The benefits of including them in your digital marketing mix are:

  • Branding: usually, retargeting ads are shown multiple times to the same person. This contributes to increasing brand awareness by displaying the image of the brand, its logo and, maybe the slogan during a period of time making it stick in the users’ mind. 
  • Reach: retargeting ads have great reach, since they allow you to get to almost every user that accepted cookies. This channel allows you to reach people practically anywhere on the internet after they have visited your site only one time. 

Integrating multi-Channel marketing strategies

It can take up to twenty impressions across multiple marketing channels to convince a potential customer to take action. Keep in mind that people are usually not ready to make the purchase the first time they visit a web. Users need to see the message you are trying to convey multiple times before they actually begin paying attention and more so, before converting. You can greatly increase the possibility of that happening by consistent messaging across multiple channels with a well-though digital marketing strategy. 

It’s predicted that people will likely interact with at least two marketing channels out of the many offered. Platforms such as Frizbit ensure that you’re consistent with the information you send across all marketing channels in order to create a great experience for your customers. 

Start marketing your brand with a  multi-channel marketing strategy by signing up for a Frizbit demo! 

Meanwhile you can also read, 

Hyper-Personalization: What is it and How it Differs from Personalization

Hyper-personalization has the power to take any business to the next level. It might sound a bit clichè to say that we are currently living in a world with excess information and constant stimulation, but it is the truth. How many notifications, emails, messages and ads have you seen today? Think about it. 

How many of those do you remember the best? Probably the ones you felt were personally addressed to you. The ones that showed you or mentioned something you have been thinking and searching for. 

Customised experiences win the battle when it comes to catching people’s attention in highly competitive environments, like the Internet. That’s why businesses started using personalization techniques to increase the chances of their messages standing out with the hopes of making themselves relevant and memorable. 

However, times keep changing and it turns out that plain personalisation is not enough anymore. Adding the customer’s name on the subject line of an email campaign has always been a nice practice but it doesn’t cut it anymore. The time for hyper-personalization is here

What is the difference between Hyper-personalization and Personalization?

Web Push Notification Personalisation

Personalised Web Push Notification

Hyper-personalized Web Push Notification

Hyper-personalized web push notification

 

Personalization uses basic customer provided data such as user name, gender or location to tailor messages that speak directly to a user as an individual. Hyper-personalization goes much further and includes user’s browsing behavioural information to address specific needs and desires to deliver highly relevant messages. 

This practice can be applied to almost every digital marketing channel:

  • Emails: all types of emails can be highly customised  with very specific user information inviting them to come back to the site and complete an action based on their individual behaviour.

Hyper-personalized Email

  • SMS: the same goes for SMS marketing, with the added value of the immediacy of the channel.

Hyper-personalized SMS

  • Web push notifications: web push notifications by Frizbit can retarget users through every step of the funnel with hyper-personalized messages that make the content extremely relevant. 

 

What is Hyper-personalization

  • Websites: hyper-personalization can even be used on websites. For example, imagine you go on an e-commerce clothing site and search for women’s accessories. Through hyper-personalization, the next time you go to that same site, you will get women’s accessories shown to you by default over the rest of the items. One of the most perfect examples out there is Amazon, the most customer centered shopping site.

Website Hyper Personalization

 

  • Retargeting ads: thanks to this practice, when you visit a site you will then get ads that specifically show you the product you expressed interest in. 
  • Apps: this might be the most relatable example of hyper-personalization. Apps like Netflix or Spotify user AI to learn from your behaviour and suggest similar choices that you might also like. 

 

App Hyper-personalization

What is personalization?

Traditional personalization in digital marketing makes reference to the use of customers’ personal information to increase the relevance of promotional communications suchs as ads or emails. 

The most common data used for personalization are the customer’s name, purchasing history or general demographic details. This is the typical information you see on commercial emails that greet you by your name and recommend products based on your last purchase, for example. 

The objective of personalization is to create tailor made messages that increase the relevance of the content in order to connect with users on a deeper level.

All these years later experience has proven how important it is to offer users a personalized experience in order to engage and truly connect. That’s why, as everything, personalization has evolved throughout the years and now we begin talking about hyper-personalization.

What is Hyper-Personalization?

What is Hyper-Personalization

Hyper-personalization is the customisation of digital content based on individual behaviour. It is personalization taken to the next level by going further than collecting data provided by users, such as name and email address. Hyper-personalization may even use artificial intelligence to gather information about what consumers want and need to offer highly relevant content. 

In an interview back in 2000, Jess Bezos said: “Personalization is when you go into a bar and sit down, and the bartender puts a whiskey in front of you without having to ask what you want”

Data used for hyper-personalization goes from time of day, location, page views and specific details about products browsed, such as name, price, category and brand. By using this technology it is even possible to craft messages that adjust to the stage of the marketing funnel the user currently is. 

Beyond offering a better user experience, the objective of hyper-personalization is to enhance the relevance of the content to increase interaction and, ultimately, conversions. By gathering real-time behavioral data, brands can design custom-made marketing campaigns for each individual. 

How to achieve Hyper-Personalization

If you still haven’t entered the world of hyper-personalization, it’s time to take the step. We will share some insights on how to achieve it and start creating extremely customised digital marketing campaigns to connect, engage and efficiently convert.

  • Data is everything: it is not enough to say that data is the center of everything when it comes to crafting hyper-personalized content. The information you gather from users is what is going to determine the quality of your campaigns. Basically, the more detailed data you collect, the more you can hyper-personalise the messages you send your users. 
  • Use automation: collecting, organizing, interpreting and using behavioral data for each individual manually is just not possible. What you need to do is use an automation platform that automatically gathers data. Platforms like Frizbit collect all behavioural data points available so you only have to set up your multi channel marketing campaigns once. Combining this and the use of dynamic parameters you will be able to send hyper-personalized messages that deliver highly relevant content.  
  • Multi-channel communication: by combining different channels with hyper-personalization, you will take your marketing strategy to a whole new level. Use a mix of web push notifications, emails and SMS to connect with customers with the most useful information through the channel of their choice. 

Benefits of Hyper-Personalization

By now you should be sold on the benefits of hyper-personalization and understand why it is so important for digital marketing strategies nowadays. However, we do have some key points we want to highlight:

  • Highly improve customer experience

People online are saturated with information. Social media ads, display ads, videos, posts, emails and hundreds of other messages every day. Users are eager for personalized treatment and content that speaks directly to them. By using hyper-personalization to design the messages you send, you’re giving them what they want. It’s a win-win situation in which, both you and your customers, benefit: they feel catered and are more likely to engage with your brand, leading to the ultimate goal of conversion.

  • Communicate at the right time

Hyper-personalization allows you to get useful insights about the times users are most active and most likely to engage with your content. Frizbit allows you to schedule campaigns to a specific time and day, configure recurring campaigns that are delivered periodically and triggered messages with custom timings, so that you can reach users at the time they are most likely to be online. 

  • Reduce the gap between you and your customers creating long-term relationships

When you make the effort of catering to individual specific wants and needs, it shows. Your customers will notice it and start feeling more interested and inclined to engage with your content even in the long-term. Remember that more and more each day, people are expecting and demanding customised content and tailored experiences. 

Hyper-Personalization is not the future, is the present

Any digital business should understand by now how extremely important it is to offer customers a highly personalized experience in order to tilt the balance to their favor and reach their business goals. 

Whether talking about email marketing, web push notifications, sms or retargeting ads, hyper-personalization is the single factor that can make a real difference in the performance of your digital marketing campaigns. 

“A total of 86% of marketing professionals consider the effectiveness of an AI-powered hyper-personalization strategy to be changing for the better.” Source

So, if you haven’t tried it yet, what are you waiting for? Get in touch with Frizbit and see the results for yourself. 

You might find interesting:

Social Media Retargeting VS. Web Push Notifications Retargeting

Taking into consideration that 96% of people that visit your site are not ready to buy, In previous articles we’ve talked about the importance of implementing retargeting strategies for online businesses. We’ve specifically compared using web push notifications VS. retargeting ads with the purpose of bringing customers back, connecting with anonymous users and, ultimately, retaining clients and increasing revenue.

There are many channels available to include in the digital marketing mix to accomplish this purpose. Social media platforms have become the top choice for many brands to connect and engage with users. They offer many possibilities, are very versatile and people spend lots of time there. According to Statista, “As of 2019 and 2020, the average daily social media usage of internet users worldwide amounted to 145 minutes per day, up from 142 minutes in the previous year.”

No wonder most brands seek to have a strong presence on, at least a couple of social media platforms. However, building a follower base and cutting through the noise in these channels nowadays is a daunting task. Social media is great to engage with users but has become a jungle of content in which everyone wants to stand out from the crowd. Actually reaching people, getting their attention and urging them to take action is an uphill battle. That’s why social media platforms are almost obliging you to use their ads to even reach your own followers. 

That’s why it’s so important to don’t rely on just one channel to achieve your goals. In this case, we want to talk about how to mix and match social media retargeting with web push notifications retargeting strategies. Combining multiple channels and creating a multi channel marketing strategy can do marvelous things for your online business.

But first, let’s take a look at some stats (considering paid posts for social media not exclusive for retargeting):

 

Channel

Reach/Deliverabilty CPM CPC CTR Cookies required for retargeting
Web push notifications

99+%

$6.0*
(Estimated)

$0.09*
(Estimated)
6,7% No
Instagram Feed Depends on CPM $7.7 $3.4 0.2% Yes
Facebook Depends on CPM $8.7 $0.8 1.1% Yes
Twitter Depends on CPM $5.0 $0.58 0.9% Yes
LinkedIn Depends on CPM $5.8 $3.20 0.2% Yes

With info from Q1 2020 Paid Media Benchmark Report – https://www.adstage.io/

*It’s an estimate, because push notifications are not based on bidding. Amount calculated based on the average of millions of web push notifications sent by Frizbit’s clients

Social Media Retargeting VS. Web Push Notifications Retargeting

Social Media Retargeting VS. Web Push Retargeting

Social Media Retargeting VS. Web Push Retargeting

Now, let’s break down a little bit more and talk about the benefits of each channel specifically. 

Social Media Retargeting

Social media platforms offer a pathway to reintroduce a product to a user. If someone visited your site and liked something, you can retarget him/her through social media and offer a special incentive, like a discount, to encourage him/her to come back and finish a purchase.

Social Media Retargeting VS. Web Push Retargeting

By placing a cookie on users when they visit the site, it’s possible to show them an ad on social media platforms, like Facebook or Instagram when they’re browsing later on. These ads offer many possibilities for brands, making it easier to create engaging content like videos, photos or image carousels. 

Social media ad campaigns allow brands to work with all kinds of budget, segment the audience based on location, likes, interests, gender and age and choose daily spent on a period of time. Setting up social media retargeting ad campaigns is very simple and doesn’t add a lot of workload, once you have already designed the pieces you want to use. However, optimizing them and making them as best as possible, involves a great deal of analysis and time. 

These platforms also allow brands to connect with customers through organic non-paid content. However, as time passes, it’s getting harder and harder to get non-promoted posts to reach people. According to Hootsuite “On Facebook, the average reach of an organic page post hovers around 5.20%. That means roughly one in every 19 fans sees the page’s non-promoted content.” So when it comes to social media retargeting strategies, paid posts are the way to go. 

Benefits of social media retargeting

  • Brand awareness: as we mentioned earlier people spend a lot of time of their days on social media and everyone has at least one social media account. In 2020, over 3.6 billion people were using social media worldwide, according to Statista. As this number is expected to increase over the next few years, having a social media presence increases the chances for brands to be present in their consumers’ minds. 
  • Availability: nowadays there’s practically one social media for every interest, taste and demographic. We have LinkedIn for business and professional relationships, Twitter for news and world-events, Facebook and Instagram for entertainment, Tik-tok for younger audiences and now even only-audio chat rooms with Clubhouse. Every time a user accesses one of these platforms they do it during a time they’re open minded to consume said type of content. This makes it a golden opportunity for brands to try and connect with them when they’re available to engage with the content. 
  • Versatility: continuing with the previous thought, every social media platform offers a different and versatile way to create retargeting content. Videos, photos, reels, stories and influencer marketing offer a range of different possibilities for brands to create engaging content. 
  • Adaptability: one of the main advantages of social media retargeting is that you can do a lot with little money investment. Social media allows you to set up campaigns with even just 1 euro a day and reach around 15,000 people and have complete control of the amount spent. This makes it ideal for new business, entrepreneurs and small companies to reach a lot of people with very little budget. 

Web Push Notifications Retargeting

Web push notifications are a very pretty new digital marketing retargeting channel. When users visit a site that has enabled them, it’s possible to send them messages relevant to the actions they took while browsing, inviting them to come back once more.

Social Media Retargeting VS. Web Push Retargeting

By asking users to accept and subscribe to web push notifications (opt-in), it’s possible to send them a hyper-personalized message based on their behaviour when they are browsing online later on. This channel offers brands the opportunity to reach non-registered users on both mobile and desktop with engaging messages. 

Depending on the provider you work with, web push notifications allow you to segment the audience with all types of demographic data and use dynamic parameters to make the message as relevant as it can be. The setup of the campaigns only needs to be done the first time and then everything basically runs on autopilot.  This means there’s not any extra workload that needs to be done through time. 

One of the main attractions of web push notifications is their reach. Unlike social media, this channel has a deliverability of 100%.  If users opt-in, the next time they open up the browser, it’s guaranteed that they’ll receive the message. With web push notifications you don’t have to fight against social media algorithms that almost randomly choose whether to show or not your post. With web push your message will be delivered. 

Benefits of Automated Web Push Notifications Retargeting

  • A message for every step of the funnel: web notifications are set up to be triggered by events you define on your site: category viewed, product viewed, product added to cart or any other you wish. This means you’ll have multiple opportunities to connect with users that leave without completing an action with a specific message related to the step of the shopping process where they abandoned the site. 
  • Hyper-personalised messages: web push notifications are 100% based on user behaviour. If someone who accepted them visits your site and takes any action that triggers a notification, he/she will receive a message containing the image, product name, brand and even price of the article. You can also put your own brand’s personality to the notification by adding emojis and customizing the text. 
  • Guaranteed deliverability: as we mentioned before, web push notifications have a deliverability rate of 100%. These messages are browser based which means that, as soon as a user opens its browser, the notification will be delivered. They also work for both mobile and desktop. With one campaign you can reach users on any device they own. 
  • Time efficient: web push notifications automated campaigns only need to be configured one first time. Frizbit offers its clients ready-to-use templates that allow brands to start sending messages right away as soon as the implementation is done. Of course, you can customise said templates as much as you want and modify them through time as well, but it’s not something that needs to be optimised and analysed on a regular basis in order to achieve great results. 
  • No CPM/CPC cost: when using web push notifications as a retargeting channel with Frizbit, you don’t have to worry about CPM and CPC costs like in the case of social media promoted posts. With automated web push notifications you have unlimited messages to send, with no costs for impressions or clicks. 

What retargeting strategy should I use for my online business?

Social media platforms and web push notifications are inherently very different channels. Nonetheless, both of them are used by big and small brands in the pursuit of  reaching and engaging with users with retargeting strategies. 

When it comes to planning a digital marketing strategy to retain users, the ideal scenario is to combine channels. In this case both social media and web push notifications, present very clear and unique characteristics that can greatly complement each other in a well-thought communications plan. 

There are many big brands and online businesses that invest a lot of their budgets on working with social media ads agencies to promote their products and services. Most of these companies haven’t considered including web push notifications campaigns in their marketing strategy because they don’t even know the benefits of this new retargeting channel. 

If you would like to try it out, get in touch with us and we would gladly introduce you to the world of retargeting with automated web push notifications campaigns.

Since we got your attention, you might also like to read:

Digital Marketing Trends 2022

Keeping up with digital marketing trends is already a very time consuming process by itself without adding the uncertainty and changes brought as a consequence of Covid-19 pandemic. 2021 was still a year of challenges and adjustments and it’s time to take it all in, review what we learned and prepare for the next chapter. 

Marketing trends continue to move towards offering users personalised experiences through innovative technology that, at the same time, reduces load work for marketing teams. It’s all about optimisation of processes that increase engagement and are cost effective. 

With that in mind here are the top:

Digital Marketing Trends 2022

1. Conversational Marketing

Conversational marketing is AI powered forms of conversation to talk to consumers. Is the use of interfaces such as live chats, chatbots or voice assistants to engage in conversations with customers in a more human manner. 

More and more, consumers are seeking connections and personalised treatment when evaluating shopping options. Brands need to respond to this need and apply strategies that give their customers what they want.

Digital Marketing Trends 2022 Conversational Marketing

Adding a tool that allows engaging interactions it’s a great method to connect with consumers and offer personalised experiences that provide value for both parties:

  • Brands will gain insights about their consumers
  • Users will get response to their questions with super personalised conversations

Another important fact to keep in mind is that users are looking for almost immediate responses from brands when they have doubts about a product or service. Conversational marketing can provide instant connections between customers and brands, facilitating communication that gains their trust. 

Machine learning allows you, through conversational marketing tools, to create interactions tailor made for each user. Including it into your marketing strategy will help you assist them in selecting the right option for them and creating a relationship that ultimately leads to increasing your sales. 

As a trend within the trend, we can talk about WhatsApp Marketing. WhatsApp is the leading messaging platform in the world, followed by Facebook Messenger. For some years now, Facebook has been promoting WhatsApp as a tool for businesses, either through WhatsApp Business (focused on small businesses) or through WhatsApp Business APIYou have a complete guide about WhatsApp Marketing in this link.

2. Gamification

Think about the features that make games so much fun and engaging. Now try and apply them to a website: that’s gamification put simply. Gamification marketing is the practice of including gaming elements in a non-gaming environment with the objective of increasing engagement and it’s a major digital marketing trend for 2022.

Gamification Digital Marketing Trends 2022

Gamification is a very creative way for any type of online business to get their message across and make it more memorable in an environment where it is very difficult to stand out and make an impact. 

Here are some examples on how you can include gamification in your digital marketing strategy:

    • Countdowns: users are challenged to complete certain actions in a limited period of time
    • Achievements: points, badges, or some kind of reward is given to users for reaching an accomplishment. 
    • An actual game: you can create a game on your site for users to play and offer them a reward depending on how far they make it!

There are many advantages from gamification: increases user engagement, CTRs and conversions. You just need to find the best option that suits your business and try it out!

3. Marketing Automation

Marketing automation refers to software that allows you to set up campaigns (emails, SMS or web push notifications) that are “triggered” and sent by a specific action taken by the user. With these types of tools you can schedule messages for a certain date like Black Friday, for example, or define scenarios based on user behaviour that activate a specific message.

Marketing Auotmation Digital Marketing Trends 2022

The great thing about marketing automation is all the time you can save. You only need to set up your campaigns one first time and then everything keeps working automatically. Plus, since the campaigns are usually behaviour-based, they offer users super personalised information that’s relevant to them, thus increasing their engagement with your brand. 

According to TheeDigital 77% of companies that have implemented some sort of marketing automation tool have seen an increase in conversions thanks to lead nurturing automated campaigns. 

Besides, marketing automation is within everyone’s reach. There are tons of tools  that offer a free subscription option out there for companies of all sizes and budgets to benefit from this strategy.

4. Programmatic Advertising

Programmatic advertising is the automation of the media buying process. Normally, marketers would have to manually search for advertising space, create proposals and negotiate terms. With programmatic advertising they can automatically bid for an ad space, getting rid of all the manual, time-consuming process and focus on campaign optimization.

According to Projector, “brands are now assigning up to 50% of their ad budgets to programmatic advertising, and the trend is expected to exceed $100 billion in 2022.” 

One of the reasons programmatic advertising is so effective is that it uses data insights to place and show the most relevant ad, to the right user at the right time. This ultimately results in better CTRs and improves ROI. 

5. Online Reviews

Reviews and customers’ opinions have always been important, but 2022 is the year to focus on expanding the online reviews of your business. Keep in mind that now, more than ever, people are taking time to evaluate their options before making a purchase decision, and what better source of information than previous shoppers telling their experiences?

Good online reviews have the power to attract new customers to your business because they offer other potential customers a level of credibility like no other message that comes directly from you as a brand.

Online Reviews Digital Marketing Trends

Depending on your type of business some review platforms will work better and suit you best. For example, for a retailer or local shop, Google Business will be the main review platform. But if you are a B2B software company, your customers will look you up on sites like Gartner or Capterra.

You can encourage your clients to write reviews of your business by offering some kind of incentive or reward. E-commerce sites like Shein, give points they later exchange for discount coupons to users that give stars, write a review and add photos of the product they purchase.

6. Automated Web Push Notifications

If you are a digital marketer and aren’t aware by now of the definitive disappearance of third-party cookies next year, you have been living under a rock. But, yes, by the end of 2022 we are going to live in a 3rd party cookieless internet, so marketers need to find new, effective ways to do remarketing.

Luckily, web push notifications are here to save the day by offering a unique solution to do retargeting without ads, making them a must-have in your 2022 digital marketing strategy. 

Web push notifications are browser based messages that appear to users after accepting them and becoming subscribers. These messages are 100% customizable and respond to user behaviour and the actions they took when browsing your site. 

Automated Web Push Notifications Digital Marketing Trends

You can define as many scenarios you want and target users through every step of the funnel with engaging information that compels them to come back to your site and complete a transaction. Notifications can include product images, name, price, brand and pretty much any information you want. 

The two main advantages of web push notifications are:

  • They reach users outside your site: even if users leave your website, they still receive a notification while they are browsing any other page, just like they would get an ad on another site if you put cookies on them. 
  • They reach users on desktop and mobile devices: without needing to create an app, web push notifications reach subscribers on all devices. 

Their reach and hyper-personalisation capabilities make web push notifications a very nice solution to tackle a cookieless internet. 

7. Omnichannel Marketing

Omnichannel marketing is the strategy of using several channels such as social media, email, web push notifications and blogs to reach more users with a cohesive message to reach business goals. 

According to ClickZ omnichannel marketing strategies bring excellent results:

  • Engagement rate: 18.96% on omnichannel vs 5.4% on single-channel
  • Purchase frequency: 250% higher on omnichannel vs single-channel
  • Average order value: 13% more per order on omnichannel vs single-channel
  • Customer retention rates: 90% higher for omnichannel vs single-channel

In order to have a well-structured omnichannel marketing strategy, you can use marketing software that provides multi-platform automation services. If you center all of your communications in one place, you can offer a much more consistent image across platforms without overlapping one message with another at the risk of oversaturating users.

Digital Marketing Trends 2022 Omnichannel Marketing

Via automation you can combine message sequences in different channels to reach users through the platform of their preference. For example, you can create a sequence to recover abandoned carts with a first message delivered through email, a second one via web push and a third one via SMS. 

An omnichannel marketing strategy allows you to reach your customers where they are. Design messages that compliment one another and offer value during the entire customer journey and you’ll see amazing results. 

General Tips for you  2022 Digital Marketing Campaigns

Before we send off 2021, there are some marketing practices that will always be a cornerstone to make our strategies the best they can be:

  • Optimize with A/B tests: remember that no matter how much insight you have about your target audience, there’s always room for improvement and A/B testing is your friend. When launching new campaigns, try different versions, analyze the results and optimize accordingly. 
  • Content marketing is always a go: content marketing keeps gaining ground as a basis for any online business. A solid content marketing strategy that answers your target audience’s pain points for every stage of the funnel is key to create brand awareness, generate leads and increase conversions. 
  • Hyper-personalisation is extremely important: paradoxically in a world that has gone global, people are eager for personalised experiences. That’s why (if you are not doing already) you give all of your communication a level of personalisation that makes users feel you are talking directly to them and that you cater to their needs specifically. This means including their names, the exact product they were interested in and any detail that makes the message as personal as possible. 

Final Thoughts on Digital Marketing Trends 2022

It seems digital marketing keeps moving in the direction of offering super personalised experiences via AI and machine learning, whilst alleviating workload for makerteres to focus on optimization. 

The imminent disappearance of third-party cookies will also require new solutions and strategies that allow brands to keep in touch and engage with their customers through time without diminishing their online experience. 

Surely 2022 will bring along lots of surprises, new marketing tech and even revolutionize the social media world like the Clubhouse app did during early 2021. As always we will be here gathering the most important digital marketing trends for you every month.

In the meantime, we wish you a very merry Christmas and a Happy New Year!

Black Friday Marketing Campaigns: Ideas and Examples

With Black Friday rapidly approaching and prices for ad space skyrocketing again, marketers are once more faced with this annually recurring, though nonetheless challenging question: How do you create the perfect Digital Marketing Black Friday campaign that reflects current shopping trends, has not been done before, and makes your own business stand out from the competition, especially if you don’t have the kind of Marketing budget e-commerce giants like Amazon have at their disposal? Sure, finding an answer can feel daunting, but no need to stress, because in this article, we will not only inform you about relevant shopping trends, we will also explain to you all you need to know about creating and optimizing your 2021 Black Friday Digital Marketing campaigns.

These are the topics we will cover today:

  1. General Tips
  2. Black Friday 2021 shopping trends 
  3. Which channels should you use?
  4. 7 Strategies for making your black Friday Digital Marketing campaign stands out
  5. Conclusion

One thing I should make clear here is that, while technically SEO, referral traffic and onsite improvements are part of Digital Marketing as well, this article focuses on strategies related to paid digital marketing campaigns, so if you’re looking for information on improving your keyword strategy or generating referral traffic, this might not be the right place for you.

1. General Tips for you Black Friday Digital Marketing Strategy

Here’s a few basic things to keep in mind when working on a digital marketing plan for Black Friday 2021:

  • Start early enough: Things like collecting subscribers for your email campaigns can take time.
  • Do your research: Before you start working on this year’s campaigns, look into what worked in the past. Also inform yourself about current shopping trends that impact your Black Friday planning.
  • When setting up campaigns, a comprehensive omnichannel strategy usually works best!

2. Black Friday 2021 shopping trends: 

Before we start talking about the actual campaigns, let’s look into some current shopping trends affecting Black Friday sales in 2021. 

Where do people buy? 

  • The trend for more shopping to be done online is expected to continue in 2021, even now that the situation around Covid has settled some and most stores have reopened, so make sure to take this into account when choosing your channels and creating your content. 
  • Another noteworthy development is that according to similarweb, 75% of last year’s Black Friday shoppers used mobile devices to research products and complete purchases, so a similarly high percentage of mobile shoppers can be expected this year.

And finally, with the pandemic, supporting local businesses has become important to many consumers, so use this to your advantage when targeting local shoppers.

2021 Black Friday Digital Marketing Strategies

Source: blachfriday.com

Black Friday Marketing Ideas

Source: similarweb.com

When do people buy?

  • According to similarweb, around a third of holiday shoppers are planning to do their holiday shopping in 2021 earlier than they did last year. Make sure to target these people with your Black Friday campaigns.
  • Another very important trend that has started in recent years, is that Black Friday sales are not limited to the actual Black Friday anymore, instead they extend over several days, so make sure your business is prepared for that. In fact, the majority of businesses generates more revenue on Cyber Monday than on Black Friday itself.

What do consumers want?

  • More than ever, consumers expect an effortless shopping experience from anywhere, not just from their home, with flexible payment terms, delivery options, and return policies. The more flexibility you offer, the better. Popular examples of this are “buy now, pay later” models or extended returns till after Christmas for unhappy gift recipients. 

A surprising trend that started with the pandemic is that people are checking out more new brands rather than sticking to their proven repertoires. This can be a chance to attract new customers, but makes it difficult to retain loyal customers.

3. Which Channels Should You Use?

To keep it brief, here’s a list of the most popular online channels that can be used for Digital Marketing purposes:

  • Display Ads
  • Email and SMS campaigns
  • Social Media posts, videos and ads on Facebook, Instagram, Tiktok, Youtube,…
  • Mobile/App Push notifications 
  • Web Push notifications 

I’m sure everyone knows about Display Ads, but if you’re on a budget, alternatives such as web push notifications for which you pay a fixed price might be worth considering, since there’s no need to outbid the competition for ad space. 

Again, rather than putting all your efforts into one channel, set up a comprehensive omnichannel strategy to reach a wide range of users in a wide range of situations. Also make sure that your online campaigns reflect your general brand image, and that your digital campaign strategy fits in with your onsite efforts, your SEO, and offline Marketing channels such as TV, print, or outdoor ads.

4. Seven Strategies for making your black Friday Digital Marketing campaign stand out: 

a) Timing

b) Incentives

c) The element of surprise

d) Innovation

e) Social and environmental responsibility

f) Content and Design

g) Engagement

a) Timing: it doesn’t start and end with the actual event 

As you’re probably very aware of as a marketer, the competition for ad space around Black Friday is absolutely crazy. If you’re working for a smaller e-commerce with limited resources and you’re worried about not being able to compete with bigger bidders, don’t panic. If you strike at a less popular time, you can achieve amazing results at comparatively little cost. 

  • Bid early: Rather than paying a lot for ad space during the actual Black Friday weekend, you could run Black Friday campaigns in the weeks or even months leading up to the event 

Example 1: Walmart 

Have you already considered preparing your consumers for Black Friday in advance, for example in the form of a countdown like in this campaign by Walmart? That way, there will be less competition for the attention of shoppers and ad space will be much cheaper.

Walmart Black Friday Strategy

Example 2: Frank and Oak

Maybe you can even get consumers to add your event to their calendar the way Frank and Oak did, so you don’t have to do the reminder on the actual day when everyone else does. 

Black Friday Marketing Ideas

Example 3: Kopari

Another company that managed a great build-up to Black Friday is Kopari with their social media campaign in which influencers presented their favorite holiday gifts featuring products from Kopari in the month leading up to Black Friday. Not only did this remind shoppers of the brand, it also gave them inspiration for specific products to buy making the choice easier for overwhelmed shoppers.

Black Friday 2021 Marketing Ideas

Example 4: Zippy

Zippy extended the event throughout the entire month of November with this Black Month campaign keeping shoppers interested in the brand by announcing surprise offers:

Black Friday 2021 Digital Marketing Ideas

  • Bid late: The opposite works as well: As the term “Black Friday” is very strongly associated with sales, you can still grab consumers’ attention with Post-Black Friday campaigns into December, for example through catchy headlines making reference to the event with messages such as “Black Friday’s over, but we’re bringing it back for you!” 

Example 1: Doggyloot

Here’s an example of such a Post-Black Friday campaign sent in December by Doggyloot:

Ideas Black Friday b) Incentives: offer more than just your product

Everyone likes getting free gifts, so encourage customers to buy from your site by adding extras to your offer. Or instead of gifts, you could offer free shipping and returns or give access to exclusive benefits during future events. A great way to upsell is if you make gifts and extra benefits depend on the value spent in your shop.

Example 1: Shinesty 

Shinesty offered more gifts, the more you bought. Personally, I’m not sure if I would have appreciated receiving 8 gifts with my purchase, but it seems to have worked for them and at least most of your Christmas shopping is taken care of after purchasing something at Shinesty for 250$.

Black Friday Examples and Ideas

Example 2: KVD

This company offered an entire gift bundle and made it even more attractive by offering two designs for some sense of personalization.

Black Friday Campaign ideas

 

c) The element of surprise: Catch your customers off-guard 

If you really want to stand out from the crowd, use shock value. There’s nothing better to pique someone’s curiosity than an email with the scandalous headline stating that Black Friday has been cancelled this year. If that’s too risky for you, no problem, you can still tease people with little snippets promising an amazing surprise without giving any further details, or make your headlines purposely obscure, ambiguous, or otherwise unexpected.

Example 1: Chubbies

Chubbies caused quite the stir with this email campaign announcing the cancellation of Black Friday. Also notice the email address in the subject line of the email! A message like that leaves people confused and eager for more information.

Black Friday Campaign Strategies

 

Example 2: Cards Against Humanity

Something that is becoming more and more popular are Anti-Black Friday campaigns, especially among companies with a sustainable mission. For an example check out Cards Against Humanity’s campaign from last year that didn’t just cancel Black Friday, but took it a step further and asked customers to pay more rather than offering discounts. It definitely got people talking about the brand!

Black Friday Marketing Ideas

Black Friday Digital Marketing Examples

Example 3: Death Wish Coffee

If you don’t want to take it quite that far, there are much simpler ways to appeal to shoppers’ curiosity, just take a look at what Death Wish Coffee did. They surprised shoppers by assigning them a random gift code that could be anywhere in between 1$ and 100$. A big part of the appeal lay in the fact that you didn’t know the value before checking out.

Black Friday Digital Marketing Ideas

Black Friday Digital Marketing Ideas

 

d) Innovation: Offer things not usually on offer

It’s always a good idea to come up with innovative ideas and features. That could be product features not usually available such as mix and match options, innovations related to the shopping experience such as shipping and return conditions, or the invention of an entirely new event like Black Thursday or Technicolor Friday.

Example 1: Bath and Body Works

Bath and Body Works offered a feature only available on Black Friday, a mix and match option for the entire store.

Black Friday Ideas for 2021

Example 2: Cartier

Cartier realized that many Black Friday shoppers are shopping holiday gifts for others which makes bad buys inevitable. That’s why they decided to extend returns until after Christmas.

Cartier Black Friday Example

Example 3: Community Forklift

Community Forklift came up with their own name for the event, one that is more in line with their brand image. Instead of Black Friday, they celebrated Green Friday and Small-business Saturday. I also really like the accompanying slogan and the idea to have people make their own gifts together!

black-friday

“Shop green, shop small, or don’t shop at all – here’s an excuse to stay away from the mall! Instead of fighting crowds to buy presents, come by our warehouse to relax with friends, shop with local businesses, and even learn how to MAKE presents.”

 

e) Social and environmental responsibility: Stand out by standing up for your values 

More and more businesses are associating their Black Friday campaigns with social or environmental causes. There are a number of different ways to do this, some businesses promote conscious consumption by discouraging consumers from shopping that day, some use the revenue generated during Black Friday to support non-profit organizations, some plant trees for every purchase made on their site, and others simply offer educational material to make issues more transparent. Associating with a good cause is another great way to build long-term relationships with your customers.

Example 1: Deciem

Deciem used their Black Friday campaign to remind shoppers of conscious consumption. That’s why they didn’t offer a Black Friday sale, but an educational month and extended discounts. That reduced the sense of urgency and the feeling that you’re missing out on something if you don’t buy immediately.

Black Friday Original Ideas

Example 2: Birdsong

This company highlighted the downside of Black Friday and some of the injustices in the fashion industry with a Transparent Friday campaign. What’s really unique about it is that they let shoppers choose their discount value themselves after reading through the informational material.

2021 Black Friday Ideas

“Through Transparent Friday, Birdsong is not only showing customers the very people who make and pack their clothes and how much they earn, but also how much each garment costs to make, its total revenue for the year, and how much its CEO earns. In return for reading through the information, customers can choose whether to take 15% or 10% off as a discount on the new winter collection, or add a tip to their order to support the work that Birdsong is doing”

 

f) Content and design: Make your campaigns unique and appealing

To make people want to continue reading, try using humour and wordplay for good headers and subject lines, tell captivating stories, create cute animations that appeal to people’s emotions, or come up with special design themes that capture attention, are easily recognizable and reflect what your business is about.

Example 1: Hermes 

Hermes did a great job with this winter wonderland video reel. It told a story, looked cute, appealed to people’s emotions and featured the company’s products.

Black Friday 2021 Strategies

Example 2: Asos

Asos chose to follow a very recognizable design theme with this comic book vibe campaign:

Black Friday Discounts

Example 3: Chubbies

Chubbies used humor and wordplay in their campaign. As this example shows, it can also be a good strategy to build campaigns around one particular product to avoid overwhelming shoppers with choice.

Black Friday Promos

Example 4: Target

Target’s campaign was based on this catchy headline: “First we turkey, then we Target!”

Black Friday 2021

 

g) Engagement: Work together with your shoppers to make your event special

Make your campaigns personal and interactive, maybe even celebrate Black Friday together with your customers by inviting them to live events or encouraging them to spend the day working towards a common cause with you. Allowing customers to interact with your brand usually has them talking about you for a long time, and as shoppers are not just buying a product, but become part of an experience, you leave them not only with positive memories of the event, but also with an emotional connection to your brand.

Example 1: Phoenix Productions 

Phoenix Productions organized a live fundraising raffle last year where shoppers could bid on gifts from their home.

Black Friday Raffle

Example 2: REIs #optoutside campaign

Another amazing campaign that encouraged customers to actively participate is the #optoutside campaign by outdoor company REI asking people to spend Black Friday outside rather than in the mall. The campaign was unique, promoted a good cause, and asked shoppers to join forces with the business, thus creating a sense of community and a long-lasting emotional bond.

Black Friday 2021 examples

Example 3: MeUndies 

Somewhat similar to Phoenix Productions, MeUndies invited shoppers to a live event. However, this time it took the form of an exclusive virtual party where MeUndies organized a live unveiling of their discounts. While the event was extremely successful in terms of returns, it also generated a lot of brand awareness.

Black Friday Event

Conclusion: 

As with most things, when planning and executing a Black Friday Digital Marketing campaign, there is no one size fits all ideal solution. Just remember that it is important to plan ahead, develop a comprehensive omnichannel strategy, be innovative and use your creativity to engage customers. If you can’t afford quantity, make it about quality and your sale can be just as memorable as that of leading e-commerce businesses. 

And most importantly, no matter which channels you use and which strategies you decide on, make sure that your campaign is aligned with your brand image, your brand values and your offline campaigns. It will probably serve you more to work on long-lasting strategies that bind customers to you even beyond Black Friday, rather than putting all your efforts into attracting them to your site for the weekend and getting them to buy from you right this minute.

Since you are already here, check out:

Digital Marketing News, Insights and Updates for September 2021

There wasn’t much digital marketing news to report during summertime. However, September has arrived in full strength with many updates to note that might help us marketers strategize better for the last few months of 2021. 

Digital Marketing News, Insights and Updates from September 2021

1. Search Marketing Updates

  • Google is Working on New Search Feature to Index Instagram and TikTok Videos

Google has been reported to be working on new deals with Instagram and TikTok’s parent companies, Facebook and ByteDance, to get the data they need in order to index and rank videos from the social media platform in Search results. 

Users often go to Google to search for TikTok and Instagram videos everyone is talking about and have no luck finding them. The best result they get is a preview with lower qualities. Well, Google is trying to fix that and show users the exact video they want to see in Search, just like they do with tweets. 

A few years ago tweets didn’t show in SERP like they do now. Since Google reached an agreement with Twitter back in 2015, they now show in results and the same thing might happen if these new negotiations go well. We might start getting used to seeing these short social media videos in SERP sooner than later. 

Google is always aiming to make content easily discoverable by users. However, when asked about the new feature a spokesperson stated that sites “can choose how or whether their content appears in Search.”

To this point is just a matter of time and wait to see how the negotiations pan out. 

  • Google is Giving Users More Transparency Into their Google Ads Experience

Google has been innovating with different features to help users have a better understanding about ads they get in Search and Display in different formats. Features such as “About this ad” and the advertisers identity verification program, enhance user experience by offering transparency and credibility with the ads shown to them.

Not stopping there, Google has announced now they are rolling out Advertiser Pages to offer users more information about the ads they get. Users can access these disclosures in the new “About this Ad” menu and check the ads said advertiser has run over the last 30 days. 

“For example, imagine you’re seeing an ad for a coat you’re interested in, but you don’t recognize the brand. With advertiser pages, you can learn more about that advertiser before visiting their site or making a purchase.”  Google Blog

 

Users will also be able to report an ad they feel is violating Google’s policies and if they see fit, a Google team member will delete it. As always, Google is aiming to offer users the best online experience as possible and taking their feedback is key to achieving that objective. 

Advertiser pages will launch in the coming months in the United States, and will roll out in phases to more countries in 2022.

  • Microsoft Advertising Launches Open Beta for Credit Card Ads 

Microsoft Advertising has announced that, from this week, Credit Card Ads will be available for advertisers targeting customers in the U.S and Canada.

Credit Card Ads are intent-triggered ads dynamically generated with no keywords or site crawling required. They appear on the right side of the Bing Search Results Page alongside text ads.

Credit Cards Microsoft Advertising

“Credit card ads trigger for queries such as brand name, card category, credit level, and more. Bank issuers, comparison sites and brands can all take advantage of Credit card ads.” Microsoft Blog

On its blog, Microsoft states that, so far, advertisers have seen great results using Credit Card Ads:

  • Up to 46% more conversions
  • 70% lower cost per acquisition

Early results are sure promising for advertisers.  This new feature is rolling out as an open beta and anyone wishing to participate has to contact their Microsoft Advertising representative or sign up here.

2. Marketing Tech Updates

  • Shopify Launches Shopify Markets to help Internationalize Stores

Up until now, if an ecommerce wanted to sell internationally, they’d have to use a third party marketplace or retailer to do so. With the launch of Shopify Markets that won’t be necessary anymore, since it allows merchants to sell directly to a global market all from one place.

Shopify Markets

Shopify Markets is a centralized hub with all the tools ecommerce sites need to sell directly outside of their home country. On the announcement of the new solution, Shopify stated that “Complexities like currency conversion, language localization, providing local payment methods, and duty and import taxes can all act as barriers to effectively selling internationally”. All of this is solved with Shopify Markets. 

By entering, merchants can: 

  • Enter new markets easily
  • Increase buyer trust and conversion with tailored experiences for each market
  • Optimize cross-border operations with actionable insights and smart settings
  • Save time with a central global management platform

Shopify Markets is already available in early access globally. 

  • HubSpot Partners with Envato 

The CRM platform and Evanto, the world-leading online community for creative assets have partnered to launch over 250 high-quality templates specifically designed for HubSpot. 

“Designed by Envato’s internationally recognized community of professional theme developers, the new templates offer a wide variety of ways for businesses to customize their online presence, whether they use a multi-purpose theme or something more niche to their industry.” – HubSpot.com

HubSpot Partners with Envato

Since both platforms, HubSpot and Envato, are aimed towards building engaging web experiences faster, Envato’s Chief Content Officer, Cameron Gough, said the partnership was a natural connection between both companies. He also added that:

“With these themes, we have an opportunity to provide the global creative community with the assets they need, while HubSpot can bring their CMS Hub product to life with the help of our talented author base”.

The have reported that the initial reactions from the community have been very positive with the creation of a huge variety of template themes. You can see the collection of CMS Hub themes on ThemeForest here: https://themeforest.net/lp/hubspot-cms-hub-themes/.

  • Intuit Confirms Deal to Acquire Mailchimp

A few weeks ago, global technology platform Intuit, confirmed rumors about the acquisition of the popular mailing automation platform, Mailchimp for $12 billion.

Intuit is better known for its financial softwares TurboTax, QuickBooks, Mint and Credit Karma, but with this new acquisition they aim to “advance their mission to power prosperity around the world for consumers and small businesses”.

They described the objective saying that they “will work to deliver on the vision of an innovative, end-to-end customer growth platform for small and mid-market businesses, allowing them to get their business online, market their business, manage customer relationships, benefit from insights and analytics, get paid, access capital, pay employees, optimize cash flow, be organized and stay compliant, and have experts at their fingertips.”

3. Social Media Updates

  • Twitter Makes Tips Available to Everyone and Adds Bitcoin & GoFundMe As Tipping Options

Back in May Twitter rolled out a feature called tip jar, that allowed users to tip others. This feature was only available for a select group of English-speaking content creators. Now, Twitter is rolling out Tips for everyone and adding new payment alternatives. 

Tips make the payment much easier by providing one spot right in the user’s profile where they can link to their Cash App, Patreon, Venmo and other platforms. Before, users had to manually share links to their payment profiles in their bios and in their tweets.

Twitter tips Bitcoin

In addition to that, Twitter is also including new payment services: GoFundMe, an online fundraising platform, and Bitcoin through Strike, a payment application built on the Bitcoin Lightning Network that offers instant and free payments globally.

This is what Twitter had to say:

We want everyone on Twitter to have access to pathways to get paid. Digital currencies that encourage more people to participate in the economy and help people send each other money across borders and with as little friction as possible – help us get there.

  • Facebook Launches New Tools for Businesses

In order to help businesses connect with more people and generate more leads, Facebook is launching a set of new free and paid tools:

  • Start conversations with ads that click to message: businesses can use ads to invite people to message them through the messaging platform they prefer: Messenger, Instagram Direct or WhatsApp.

Facebook Click to ads messaging

  • Start a WhatsApp chat from an Instagram Profile: for many small businesses Instagram is the main platform through which people discover them, and Whatsapp the platform to engage in conversations. With that in mind, Facebook is making it possible to add a click-to-chat button to their Instagram profiles and a button that takes users to Whatsapp directly from Instagram ads.

instagram whatsapp conversations

  • Quote Request on Messenger: with this feature businesses can elect 4-5 questions to ask consumers prior to starting a conversation. Then, consumers are able to request a quote from a business by completing a questionnaire on Messenger. This feature is only currently available for select advertisers for testing. 
  • Lead Generation on Instagram: Facebook will start testing paid and organic tools to help businesses find qualified leads on the social media platform in a more personal way and reducing costs.

Regarding all updated and new features, Facebook stated that “Today is just a step towards the future we’re building for and with businesses in this next era of personalization and we’ll share more on this as it progresses.

  • YouTube Adds 5 Features for Creators

YouTube content creators will have access to more insights and more control over ads and chapters thanks to these five new features:

  • Evergreen video insights: evergreen videos are those that have been popular for a long period of time. YouTube is giving content creators access to insights for these types of videos as a way of helping them improve their monthly channel performance analysis. 
  • Trending hashtags: YouTube launched the trending hashtag feature in the explore section to help viewers find popular content, and creators to identify topics for their future videos. This feature is only available for U.S mobile users. 
  • AdSense Blocking Controls: YouTube is making available the Adsense Blocking Controls to multi-channel affiliate networks (MCNs). Previously this feature that allows content creators to control what type of ads run on their channels, was only available to channels in the YouTube Partner Program.
  • Bulk Edit Video Chapters: YouTube launched automatic chapters for newly uploaded videos and creators are automatically opted into it. And for those who don’t want the feature enabled on their channel, YouTube is making it easier to edit the chapters in bulk. 
  • Appeal Yellow Icons on YouTube Studio Mobile: a yellow icon means a video is receiving little to no monetization. From now on, content creators will be able to appeal them via the Studio Mobile app, instead of solely via desktop.

Digital Marketing News from September 2021

There was a lot to choose from to sum up the most important digital marketing news and updates from September 2021. We gathered the news we believe you’ll find more interesting and useful to strategize next month. 

If you want to keep reading…

Remarketing: Everything You Need to Know

As a marketer, when you hear the term “Remarketing”, one of the first things to come to your mind are probably display ads. However, while ads are by far the most well-known and widely-used remarketing method, there is much more to remarketing if you know what you’re doing and have the right tech at your disposal! 

That’s why in today’s post, I will tell you all you need to know about remarketing – what it is, how to set it up, why to use it, and how to do it right.  While I will explain a bit about how web tracking and personalized ads work, I’ll also provide you with a few other strategies you can use and, last but not least, I will compare the different methods for you.

To begin, here’s a brief overview of what I’m covering is this article  in case you want to go straight to a specific section:

  1. What is remarketing?
  2. Is remarketing different from retargeting?
  3. Why should you use remarketing?
  4. What are the different remarketing methods and how do they work? 
    1. Display Ads
    2. Email and SMS Remarketing 
    3. Web Push Notifications
  5. How Web Tracking works
    1. How does the tracking through cookies work?
    2. What is the difference between 1st party cookies and 3rd party cookies?
    3. What is going to happen once cookies are prohibited
  6. Which remarketing method should you use?

1. What is remarketing?

To keep it brief, remarketing refers to all activities aimed at getting a customer who has interacted with your website in the past, to return to the site and, in the best-case scenario, convert. This can be done through a number of different channels such as personalized ads, email messages, or web push notifications, which we will look into in more detail in a bit.

What is Remarketing

2. Is remarketing the same as retargeting?

Even among experienced marketers there is some confusion regarding this question, so let me try to clear it up for you: 

Retargeting and remarketing are almost always used interchangeably, although according to some sources, there is a difference between the two:  

  • Remarketing: includes all channels aimed at retaining customers including ads, emails and other methods
  • Retargeting: originally only used when talking about retargeting ads

So, basically, Retargeting is one out of many ways of doing Remarketing. However, other sources claim the opposite, so don’t stress too much about this difference. 

It is more useful to know is that somehow it has established itself that Google uses the word remarketing, while most other competitors use the term retargeting to refer to all of their remarketing activities. For this article, though, we will keep it simple and only talk about “Remarketing”.

3. Why should you use remarketing?

Let’s face it, the vast majority of website visitors don’t make a purchase on their first visit. In fact, did you know that roughly 98% of these potential customers leave your website without having bought anything? The reason for this is not necessarily a sudden loss of interest in your products. Most of the time, people are simply reluctant to buy the first item they find. They need some time to consider your offer and compare the different options available to them. 

However, while shopping online, they are faced with A LOT of options, so you need to make sure that in the moment they are finally ready to make the purchase, your offer is fresh on their minds. And this is where remarketing activities come into play! They remind web visitors of products they previously showed an interest in and make it easy to complete the purchase with only a few clicks. 

But what makes remarketing so much more efficient than other marketing activities? 

  • Precision: For one, you’re targeting customers who have already shown an intent to buy what you’re selling. Add to that that the messages can be highly personalized as you’ve already collected info on the user, and it doesn’t come as a surprise that with remarketing you can achieve an extremely high CTR and CVR compared to other methods.
  • Cost: No matter which remarketing method you use, the CPC is low compared to other marketing activities.
  • Effort: Most remarketing campaigns are easy to set up yourself. They can be automated so they don’t require too much upkeep.

The result of this is a much higher ROAS compared to other marketing methods!

What are the different remarketing methods, and how do they work?

Remarketing Methods

a) Display Ads

As I already mentioned, this method is the oldest and most commonly-used remarketing channel. 

The way it works is pretty straightforward: A user visits your website and agrees to the storage of cookies on their device. Via these cookies you collect information about that user and their behavior. Once the user leaves your website, you can use the information you gathered in order to track them to other websites where you place tailored ads depending on what the user has shown an interest in.

How do you set up display ad campaigns yourself:

You can set up your own retargeting ads quite easily, all you need is access to your website’s code and an account on a remarketing platform. The most popular platform to use is Google Ads, but there are other providers such as: 

  • Facebook
  • Bing
  • Youtube (video ads)
  • Criteo
  • Adroll
  • Adform

Setting up a GoogleAds campaign only takes you a few minutes, but before you start, make sure you already have a general idea of what your campaign objectives are and which customer segments you want to target: 

  • Do you want to drive conversions, increase your CTR, increase brand awareness, …?
  • Do you want to reach all website users or only those who have bought on your site before, clicked on a certain category page, or fulfilled any other criteria?

Tip: If you are not sure yet, just take a look at the suggestions offered by Google

Strategies for targeting the right people

  • Segment your customers into similar groups! Some examples for segmentation that work well are based on product pages viewed, based on the stage in the funnel, based on how often they visited over the last month,…
  • Target visitors at an advanced stage in the funnel! These already showed the highest intent to buy and thus, are more likely to convert. E.g.: customers with abandoned shopping carts
  • Cross-sell to existing customers! Customers who already bought from you are more likely to do it again.
  • Schedule ads for times when the target audience is likely to see them! E.g. if your audience are teachers, you can assume that they have class in the mornings and can’t see your ads then,…
  • Adjust where necessary! Try different things, with time, you will see on which sites your ads perform best.

Let’s look at the example of user A:

Remarketing Display Ads Example

User A needs new running shoes which you are selling on your website. 

As soon as he opens your site, he is asked whether he agrees to the storage of cookies on his device. Impatient to get to the shoes, he clicks “yes” without giving it another thought.  

After some browsing, user A finds a pair of shoes he likes and puts it into his cart.

However, doubts start creeping in: Is it really a good idea to buy shoes online without trying them on first? And does he even need a new pair at all? And what if he can find a better pair elsewhere?… He just needs some time to think on it, so he leaves your site without finishing the purchase.

Anyways, over the next few days user A probably uses his computer for other things, be it to read the news, to buy a birthday gift for his sister, or to plan his next weekend trip. But surprise! When he opens the online newspaper, he sees an ad of the exact same shoes he looked at. And while he compares flights for his trip, the same thing happens! And again while he is ordering the gift for his sister! 

What happened here is that, since user A agreed to the use of cookies, you as the marketer knew exactly what he wanted and could follow him to other websites to show him highly personal ads.

b) E-Mail and SMS- Remarketing

This method is focused on customers who have already purchased something on your website in the past or subscribed to your newsletter. Once you have their consent to use their personal information you are able to contact them about specific offers relevant to them, such as promotions or offers similar to what they bought in the past.

Email and SMS Remarketing

If you don’t want to reach out to all your customers, but only to specific groups, just segment them. This way you can single out only those customers who meet the criteria you defined, e.g. 

  • customers who bought a similar product in the past
  • customers who abandoned their cart
  • customers who looked at a product that wasn’t in stock at the time, but is now

Tip: There are ways to encourage more visitors to leave behind their contact information, e.g., by offering free gifts or discounts  in return.

Note: It is also considered email retargeting if you add your email subscribers to your ad network and configure targeted display ads specifically for that group.

To set up campaigns on your website, it is easiest to subscribe to an automation platform.

Let’s look at the example of User B:

In the past, User B bought a school bag from your site. You now have his email address. The summer holidays just ended, and you have a promotion for school supplies going on.

Because of his past purchase you know that user B probably has a kid who goes to school and conclude that he is likely to be interested in your promotion. That’s why his email address is added to a database of all customers who will receive this particular promotion. 

User B is feeling stressed since just the other day, his kid had come home from school with a list of materials for the next academic year, needed by next week. When he sees your personalized email about the promotion, he is relieved and heads to your site where he gets all his supplies.

Email Retargeting Example

 

c) Web Push Notifications

A relatively new remarketing method that is quickly gaining traction are push notifications. These messages exist for both mobile and desktop devices and can be sent either manually or automatically to contact website visitors whose personal information you don’t have access to. 

How it works is that first-time website visitors are asked whether they want to block or allow messages in a so-called Native Opt-In:

Web Push Notifications for B2B

If someone who opted in now leaves the site, a message can be sent to his browser encouraging him to return to the site and finish the purchase. The great thing about it is that no matter what the user is doing on his computer, the message will appear on his screen until he either clicks it away or opens it, so there is no ignoring it.

Mobile and Desktop Web Push Notification

Again, if you want to set this channel up for your website, it is best to get a subscription to a marketing automation platform which has the capabilities for web push-notifications such as Frizbit.

Let’s look at the example of User C:

User C opens your site to look for shoes. 

Since you are using web push notifications, she is asked whether she wants to block or allow messages in the Native Opt-In.

She clicks on “allow” and browses your site for a bit. Although there’s a pair of red shoes she likes, she ultimately leaves the site without buying it and without leaving her contact info. After all, the shoes will still be there tomorrow!

Later that day, she notices that she’s running out of dog food. When she opens her laptop to buy some, the following message is waiting for her on the screen: “Hey user C! Hurry! There’s only 2 of these red shoes left. Are you sure you want to miss out on them?”

User C is alarmed and doesn’t want to miss out, so she quickly decides to get the shoes before it’s too late.

Web Push Notification Remarketing

5. How does Web Tracking work?

Since web tracking is the technology behind every remarketing activity, let’s take a closer look at how it works. I already mentioned that cookies make it possible for a site to track a user to other sites he later visits. But what is a cookie and how exactly  is it able to follow you across the web just like that? 

a) How does the tracking through cookies work? 

When you visit a website, your browser sends it a message called an HTTP request. The website then responds to this message – both with the content you ask for, and with small text files, the so-called cookies, that the site wants your browser to save. If your browser does indeed save them, every time you revisit the website a particular cookie was sent from, your browser attaches this cookie to the access request it sends to the website. In this way, the website can identify individual users by their respective cookies and learn about their behavior. 

b) What is the difference between 1st party cookies and 3rd party cookies? 

Usually, websites use external software to handle their cookies, and there are 2 types of providers for this: single website trackers via 1st party cookies  and multi-website trackers via 3rd party cookies. While 1st party cookies keep the info gathered by each of their client websites separate, 3rd party cookies make it possible to share user information collected by multiple individual website’s cookies among all of their client websites. This means that websites can not only track your activity on their own site, but follow you to other sites as well.

c) What is going to happen after cookies are prohibited?

Up until now, remarketing ad providers have been relying on 3rd party cookies. However, Google announced that Google Chrome, the most common browser in the world, will prohibit the use of 3rd party cookies in 2022. This means that the future of remarketing with display ads is in shades, at least until a new alternative is being developed. Other remarketing methods, on the other hand, such as email, SMS, and push notifications, rely on 1st party cookies, which means they won’t be affected by this dramatic change in regulations. Read more on The Future of Digital Marketing Without 3rd Party Cookies.

6. Which remarketing method should you use?

While you ultimately have to make that decision for yourself and it really depends on your goals and your budget, here you’ve got a comparison of the advantages and disadvantages of each channel:

Remarketin Channel Comparisson

To summarize:

Remarketing activities are marketing activities aimed at getting customers to re-engage with a website they had already abandoned. 

Because you’re only targeting visitors who have already shown an interest in your site, this is much more efficient than most other marketing methods.

There are 3 main methods of doing remarketing:

  1. Display Ads
  2. Email and SMS Remarketing 
  3. App and Web Push Notifications

Which one(s) you should choose for your site depends on your objectives and resources. While Display Ads is easiest to set up yourself, Push Notifications achieve the highest CTR and ROI.

No matter which channel you use, keep in mind that…

  • … timing can make a huge difference. CTRs are generally highest in the afternoon
  • … images and emojis make your messages more visually attractive and increase CTRs considerably
  • … there is such a thing as too much! You don’t want to make your customers uncomfortable, so limit the number of messages you send. For web tracking, you have the option to put a cap on the number of times a visitor is shown your ad

If you found this article useful, make sure to also check out:

Digital Marketing News, Updates and Insights from August 2021

Summer is coming to an end and it has gone by so incredibly fast that it feels almost as if just yesterday we were discussing and sharing digital marketing trends from July. Without almost realizing it a whole month has passed and it is time to sum up again what has happened during these past 30 days.

Here are the most important:

Digital Marketing News, Updates and Trends from August 2021:

1. Search Marketing Updates

  • Google Shares Insights on how they Generate Page Titles

The first thing people pay attention to decide if a website is worthy of their clic and relevant to their search is the title. Google puts extra effort into providing the best titles in Search results to connect people with the right content produced and offered by websites. 

In the past few weeks, Google has introduced a new system to generate titles for sites. With this new system titles are not going to change based on the query issued by the user, like they did before. Google states that “This is because we think our new system is producing titles that work better for documents overall, to describe what they are about, regardless of the particular query.”

The new system is going even more beyond the HTML to use text that people can see when they land on a web page. They are using the main visual title tagged with H1, other header tags and content that is prominent with the use of different styles. 

The reason behind this is that Google considers that HTML tags don’t always describe the content of the page so well for different reasons like being too long, having way too many keywords or an entirely lack of tags. 

This update is aimed to produce more accessible titles for pages, by even adding site names if considered relevant. In other cases, Google might select the most relevant part of a title when encountering extremely long ones, instead of showing it from the beginning and cutting what might be the most useful part. 

  • Google Simplifies Page Experience Report in Search Console

Early 2021 Google launched the Page Experience report in Search Console to give site owners a way to understand how their websites do against the page experience signals. This August, Google rolled out a new version that simplifies the report by removing some elements and fixing others. 

Digital Marketing News from August 2021

a) Removal of Safe Browsing widget: Google recognized that Safe Browsing issues, like third-party hijacking of sites, are not always under the control of site owners. That’s why they are clarifying that Safe Browsing is not used as a ranking signal and won’t show anymore in the Page Experience report. These warnings will still be shown in Search Console, but outside of the Page Experience report. 

b) Removal of Ad Experience widget: the Ad Experience widget is algo removed with the purpose of avoiding the display of the same information on two different parts of Search Console. From now on the Ad Experience report will be available as a standalone tool to review the status of your site. The same as for Safe Browsing, Ad Experience was never used as a signal so the change will not affect the site’s status. 

c) Report improvements: Google is rolling out a few improvements to how the reports handle missing data:

    1. Added a “no recent data” banner to the Core Web Vitals report and Page Experience report.
    2. Fixed a bug that showed “Failing HTTPS” when Core Web Vitals data was missing.
    3. Rephrased the empty state text in the Page Experience Report and Core Web Vitals Report
  • New Google Safeguards for Minors

Google is making changes to ads, content and more with the intention of creating a safer space for children and teens on the internet. 

Digital Marketing News from August 2021

a) Advertising Changes: in order to prevent age-sensitive ads from being shown to minors, Google is expanding safeguards. From now on ads will be blocked based on age, gender and interests of people under 18 years old. 

b) Digital Footprint control for Minors: Google plans to introduce a policy that allows anyone under the age of 18 or their legal guardians to request their images to be removed from Google image results. 

c) YouTube Settings: one of the changes will make the most private option set by default in upload settings for teens on Youtube. Another change is that YouTube will begin to remove overly commercial content that encourages kids to spend money from YouTube Kids. 

d) Location History Updates: location history is off by default and supervised accounts (for children) don’t have the option to turn it on. This feature will be applied to all users under 18 years old. 

e) Google Play Updates: a new safety section that will let parents or guardians know which apps follow family policies will be launched soon. This means that apps will be required to inform about how they use the data they collect from users.

f) Google Workspace for Education Changes: since more and more children are using the internet for school, concerns have risen about safeguarding the experience. That is why Google is working to give administrators abilities to tailor their students experience suchs as restrincting activity on YouTube and activating Safe Search by default for all users. ¡

g) Safe Search: SafeSearch is a feature that leaves out explicit results when active and it is enabled by default for users under 13 who use accounts managed by Family Link. Google plans to extend it for users under 18 as well. 

h) Google Assistant Updates: Google is going to introduce new protection features to prevent mature content from surfacing for minors. 

2. Marketing Tech Updates

  • Salesforce Announces Integrations with Slack

At the end of last year, Salesforce acquired Slack for the big sum of almost 28 billion dollars. Recently, after all this time, they finally announced the first integrations to be made. 

“What we’re announcing are these new capabilities to support that Slack vision for sales, service, marketing and analytics. And for each of those areas what we’re doing is a combination of articulating, both in best practices and codifying, how you can and should model your sales, service and marketing organizations in this new world,” said Rob Seaman, SVP for Slack at Salesforce. 

The main objective with the integrations is to provide a faster and easier way to work and automate Salesforce tasks. For example, it would be possible to join all the parties involved in a sale in a dedicated deal room where they can come together through the entire process and have a seamless workflow. 

Service teams can get daily updates, personalized daily task lists, meetings and get together to help each other out with any problem they might have and solve doubts in rooms called a swarm. 

Rob Seaman stated that these are just a few of the first integrations and that much more will come in the future. The company also acquired Tableau in 2019 and Datorama in 2018 and there are more integrations planned for the future. 

  • Google Ads Editor Rolls Out New Features

Digital Marketing Trends August 2021

Google Ads Editor is a tool that allows you to make offline changes in bulk, saving time, making it easier to optimize campaigns. Google Ads Editor 1.7 is here and it includes several new interesting features:

a) Easier Downloads: from now on, advertisers can select the specific part of the campaign they want to work on and just download that. This translates into download speed improvements. 

b) Lead Form Extensions: Lead Form Extensions allow users to include a form in their ads so prospects can fill in the form without needing to leave the SERP. These forms were only accessible to create or edit through the IU. Now users can download, edit and create lead form extensions within Google Ads Editor. 

c) YouTube Audio Ads: YouTube Audio Ads were released in 2020 and could only be set up within the UI. Similarly to Lead Form Extensions, Audio Ads can now be set up through Google Ads Editor. 

d) Hotel Ads: until now, Hotel Ads were only accessible through the Google Ads IU. users can now use Google Ads Editor to manage them. 

  • Microsoft Ads Updates Several Features

Microsoft announced several product updates and releases for the month of August and here is what you need to know:

a) Target Impression Share: Target Impression Share Strategy will automatically set the bids of your campaigns based upon where you want them to appear and your target impression share. 

b) New Automated Extensions: Microsoft is launching new automated extensions: Dynamic Location, Dynamic Multimedia, Syndication Decorations.

c) Account Labeling: Account Labeling allows advertisers to manage campaigns by tagging accounts, ads and keywords with labels. 

d) Conversion Goals: a new feature available for advertisers using Shopping Campaigns that allows them to create product conversion goals. 

e) Integral Ad Science now globally available: last September Microsoft announced a partnership with Integral Ad Science to offer more protection options in the Microsoft Audience Network and it is now available globally in the same markets. 

f) Unified Campaigns Changes: a few updates to unified campaigns were algo announced: 

    1. Users can now post to Instagram from the social media section
    2. Users can invite other Microsoft Advertising users to access and manage their accounts
    3. Users can now use the same billing pages as Expert mode users
    4. Improvements to the campaign management experience
    5. Users can now manage multiple sub-accounts with a single parent account

3. Social Media Updates

  • TikTok Introduces Shopify Shop Tab for Approved Merchant Profiles

The social media platform has announced a partnership with Shopify to test TikTok shopping with a small group of Shopify merchants in the US, UK and Canada. This new feature will provide Shopify store owners with tools to create content that engages with consumers and sends them directly to their e-commerce site for checkout.

Digital Marketing Trends August 2021

TikTok Shopping aims to make it easier for people to explore, discover and buy products they find on the platform. Blake Chandlee, president of global business at TikTok said: 

“TikTok is uniquely placed at the center of content and commerce, and these new solutions make it even easier for businesses of all sizes to create engaging content that drives consumers directly to the digital point of purchase. We’re thrilled to be expanding our partnership with Shopify and making TikTok more accessible than ever for their merchants.”

  • Facebook Messenger Adds 4 New Features

For its 10th anniversary, Facebook Messenger is rolling out 4 new interesting features to enhance user experience. 

a) Send and Receive Cash Gifts: for Facebook users in the US it is now possible to send and receive cash as gifts through the platform. The receiving user will be notified with a colorful message including virtual balloons and will be asked to confirm his Facebook Pay details and the money will be instantly deposited into his bank account. 

Digital Marketing Trends 2021

b) Group Chat Poll Games: Facebook is introducing poll games to Messenger as a way to keep people entertained in group chats. 

c) Birthday Expression Tools: Facebook Messenger will now offer users a variety of birthday-theme tools for the chat like birthday backgrounds, AR effects, songs and confetti message effects. 

Digital Marketing Trends August 2021

d) New Way to Share Contacts: users can now share contacts directly to their friends. 

  • YouTube Rolls Out 3 Updates for Creators 

With creators in mind, YouTube is launching three new features to help them access useful data in YouTube Studio:

a) Improved Realtime Cards: Realtime Cards display important information and channel metrics such as a subscriber count and views in real time. The improvement consists of adding reach and engagement data with dedicated tabs. 

b) Mentions Inbox: YouTube creators will now have access to a mentions inbox that will show all the places their channel has been mentioned on YouTube. 

c) Hashtag autocomplete Suggestions: in January 2021 YouTube launched searchable hashtags and people still have doubts about how to use them. That is why Youtube is now launching a hashtag autocomplete feature to recommend relevant ones based on popularity. 

August had many digital marketing updates…

So, there you have it! We have covered the most important and relevant news and updates in digital marketing for the month of August. Which one caught your attention more? Let us know in the comments! 

Make sure you also read: 

How to Use Web Push Notifications for B2B

Web push notifications are short, immediate and highly personalised messages delivered to users through their browser after agreeing or subscribing to receive them. This channel is quickly gaining popularity amongst e-commerce sites due to its inherent characteristics and benefits:

  • No 3rd party cookies required
  • No personal data from users required
  • They reach users from desktop and mobile devices
  • Messages get delivered even when users leave the website

Additionally, platforms like Frizbit offer the possibility to reach users through their entire journey by creating automated sequences of messages for each step of the marketing funnel based on individual user behaviour. 

You can easily see why web push notifications are becoming the number one marketing tool preferred by online store owners and digital marketers to engage with their customers and bring them back to the site to finish a transaction. 

Despite being recognized as most effective and profitable for e-commerce, this new channel has applications for all types of websites including B2B. One of the things that make web push notifications so great is that they can be personalised to adapt to any business, from tailoring the message to adjusting timings, languages and sequences, this is the most versatile digital marketing channel you can get. 

How to Use Web Push Notifications for B2B

Digital marketing strategies for B2B don’t usually differ so much from B2C, the main difference is that B2B processes last longer than in B2C businesses. This presents a different challenge for marketers because they need to find ways to keep audiences interested during longer periods of time. 

The traditional way to do so has always been by sending emails with interesting and relevant content with the objective of finally achieving conversion. However, with the saturation of content on the Internet it is getting harder to cut through the noise of thousands of messages daily and actually make an impact. 

Bottom line, customer engagement is key for B2B businesses to succeed and increase their lead conversions and web push notifications are a great channel to interact with customers and create a hyper-personalised experience. 

  • Reach Anonymous Users and Turn Them Into Leads

As we mentioned before, web push notifications don’t require any type of personal data to reach users after they leave the website. When a person visits your site for the first time, if they have enabled the channel, they will be shown a browser based prompt asking them if they wish to allow web push notifications.

Web Push Notifications for B2B

If they leave without taking any further action, you can re-engage them via web push notifications after a certain period of time you decide is best. Since you can customise the notifications as much as you want, you can decide which page you want subscribers to go to when they click on the notification.

This is a great opportunity to redirect them to a page with super useful information you think will tilt the balance in your favor and also peak their interest. For example you can offer them a trial period or present them with a special discount for first time customers as an exchange for them filling in a form and leaving their contact details such as email address or phone number.

How to Use Web Push Notifications for B2B

This is a great strategy to turnt anonymous visitors into leads so you can contact them later and give them your full pitch. This is not possible to do with any other channel. With retargeting ads you won’t know for sure if your message got delivered, maybe you have competitors who are paying more than you so your ad is never shown and you lose that visitor for good. 

  • Re-engage Dormant Users

Through some stages of the marketing funnel, people are browsing around a lot of pages looking for information. They jump from one site to another investigating and searching around and this might go on for some time while they decide to move forward with the process. 

Web push notifications are a great channel to target people during these stages when they think and research and maybe lose the information from your site as they stumble into other similar solutions.

Web Push Notifications for B2B

You can send manual web push notifications campaigns sharing information they might find valuable to bring them back to your site or, at least, maintain your solution on their top of mind so they keep it as a valid option. You can send notifications about:

  • New features
  • Updates about your solution
  • New downloadables such as whitepapers
  • Use Recurring Web Push Notifications

One of the most important stages of the marketing funnel is the “loyalty” and “advocacy” which, sadly, often gets overlooked. B2B businesses should invest time and effort in keeping their customers engaged even after they have converted. 

Since this implies “spending” resources after the goal was achieved and extending the work beyond the main objective, its importance is diminished. But businesses need to understand that the best customers are recurring customers and the way to keep them coming back is to offer them an engaging post-purchase experience. 

If you are a provider, you can do this by sending automated recurring web push notifications alerting them that it is time to repeat their order, for example. These types of messages keep customers engaged and offer the feeling that you care about them and appreciate their business.

Web Push Notifications for B2B

 

  • Sequences for Lead Nurturing

Once you have established the journey your customers go through when visiting your business site, you can create a sequence of automated web push notifications to keep in touch with them after they leave your site without converting. 

You can send them hyper-personalised messages that will show on the screen of their desktop or mobile devices to re-engage them and bring them back to your site. Segmentation and automation will allow you to reach specific audiences based on their individual behaviour, targeting their specific needs.

Web Push Notifications for B2B

You can recommend them services or products that fit their requirements based on their most recently viewed category or products. Remember that the objective is to maintain a flow of communication with regular contact by providing useful information that ultimately leads to a conversion. 

To sum up…

We hope these tips allow you to understand the applications of web push notifications for B2B. This channel offers online businesses a world of opportunities, you just need to strategize and find the right mix that works best for you and your audience.

Sending web push notifications to prospects or customers will increase your return rate and help you grow your business. Remember that the important thing is to keep your solution present in their minds throughout time as a valid option to solve and fulfill their own business needs and requirements. 

If you found this information interesting, you will surely also like: