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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. 

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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 News and Updates from August 2022

We welcome September after a slower summer season with our monthly newsletter. During August, while most professionals enjoyed a well-deserved break or had a slower-business season (at least in Spain), the rapidly changing marketing landscape kept its usual pace.

Let’s start this back-to-school and back-to-business season with the most recent and relevant digital marketing news and updates.

Keep reading to find out the latest insights from the digital marketing world.

Digital Marketing News and Updates from August 2022

 

CONTENT

Search Marketing Updates

Tech Marketing Updates

Social Media Updates

About Frizbit

Search Marketing Updates

  • Meet the new Helpful Content algorithm by Google

Google Search Frizbit Digital Marketing news and updates

Adobe Stock / Thaspol

 

As announced in the blog of the company, Google is rolling out a new algorithm for its search engines. While many eCommerce stores are still struggling with the recent Product Review Update, Google is determined to provide a more human approach to online navigation. And clearly, this update demonstrates so.

So far, there are many reactive opinions about this new update going around in the SEO industry. Most of them are implying that with this new update, the SEO era will come to an end. Some experts are arguing that the new algorithm will devalue the content written for SEO purposes. However, all that this update aims for is to favour the content written for people by people.

So, what can you expect from the new roll-out? Contrasting with the previous update, which only affected certain pages of a website, the new Helpful Content algorithm has the potential to impact all pages within a site. 

As Google describes it, this update aims to:

“Tackle content that seems to have been primarily created for ranking well in search engines rather than to help or inform people.”

What else do you need to know about the algorithm?

  • A new signal ranking is coming out for both new and existing websites.
  • It will start rolling out in September
  • Google is prioritising expertise and added-value rather than simply summarising content from other posts.
  • Undefined niche categories in publications might classify a site as unhelpful.
  • If Google detects that users aren’t finding what they truly need, it might affect the ranking of the site.
  • Writing about trends outside your niche or industry might get classified as an effort to classify higher in the rankings, rather than providing value.
  • Removing unhelpful content will increase the possibility of ranking in a higher position

 

So what can we learn from this update?

First things first, the SEO era will not come to an end. It is definitely taking a new direction towards a more streamlined practice, connecting humans with humans. 

This new update isn’t either devaluing the SEO practices, but rather is an open invitation to content creators to incorporate conscious practices into creating content with people in mind.

 

Google sets the race for Local and Smart Shopping campaigns to shift into Performance Max campaigns

Performance Max campaigns Frizbit Digital Marketing news and updates

Source: Screenshot from https://blog.google/products/ads-commerce/upgrade-to-performance-max/, August 2022

Earlier this year, Google announced that its Local and Smart Shopping campaigns would embrace changes and turn into Performance Max campaigns. In their announcement, Google provided clear deadlines for this placement, with it being September 2022. 

To understand the relevance of this update, let’s get back to the basics: what exactly are the benefits of the Performance Max campaigns?

Performance Max campaigns use Artificial Intelligence combined with automatisation to maximise the performance based on a specific conversion goal. 

So conversion, performance, AI, and automatisation are in one place? Yes! And the benefits don’t just stop right there. These campaigns encompass all Google properties such as YouTube, Gmail, maps, search discovery, and display. Ultimately, you are able to track the customer journey a client does when searching for a product or purchasing online.

Now that we’ve covered the basics and we are well aware of the tight deadlines Google is giving, let’s break down the official news.

In August, Google released a tool to self-upgrade both Local and Smart Shopping campaigns with just one click. The trick with this update is that although you can do it with a simple configuration setting, it won’t be available for all the merchants yet. 

So, how can you know if you’re eligible for the self-upgrade?

If your campaigns were compatible with the upgrade, it is likely you have received a notification with a link or that you are able to find the option through the Google Ads Dashboard. If, on the contrary, that wasn’t your case, your Local campaigns won’t update to Max Performance until 2023.

Now, the next big question is: What happens with the old campaigns?

We do recommend that you use the self-upgrade option as soon as you are eligible. The reason is that all the old self-upgraded campaigns will keep all the historical performance data and your chosen settings.  

Although having this option is great for analysis and reporting purposes, all old campaigns will be automatically set to “Removed” status. This means that no edits, nor reactivation, will be allowed.

 

  • Do you have an international SEO strategy in place? Google Search Console will remove its International Targeting report

 

If you own a multilingual or multi-regional website, stay tuned because Google has officially announced that its International Targeting report will be removed from Search Console by September 22nd.

Many are the questions that have arisen with this announcement, such as:

  • Where will the hreflang-tags errors be found?
  • Can you target a specific country manually with a .com domain?
  • Will hreflang continue to be supported?

While Google hasn’t announced what will happen with the hreflang errors found in websites through the report, they have stated that hreflang tags will continue to be supported by Google Search Console. In fact, as they quoted in their tweet, Google will continue to support multilingual and multi-regional sites with their standard recommendations still. 

So, how can you help Google understand your site if you support different languages or locations?

  1. If you are managing a multilingual or multi-regional site, you can optimise Google Search results directly from your website
  2. If you manage multiple sites for different languages, make sure you are reporting and telling Google about each of these variations. By doing this, Google will appoint the corresponding variation to the right user.
  3. If your website shows certain content based on the location or language of the user, Google might not be able to crawl, index or rank all the content for the specific locale.

With this update, certainly, manually targeting countries or the preference of the language from users might become a harder practice. We believe that by doing this, Google continues to strive in its fight against SEO-done content and keeps moving towards a more human navigation experience.

 

Marketing Tech

  • Introducing Shopify Collabs: the new digital solution to connecting creators with Shopify businesses.

Shopify Collabs Frizbit Digital Marketing news and updates

Source: Screenshot from Shopify News

With creators and brand experiences in mind, Shopify has rolled out its Collabs. It’s a win-win for both creators that can sustain their activities with brands they love, and for brands that can reach new audiences.

Influential marketing has played a big part in the development of brands. In most cases, it helps to boost the awareness of a brand or increase the sales of a product or service. We can agree that nowadays, it is a crucial part of any digital marketing strategy.

This is a free initiative in which brands can:

  • Communicate that they are open to collabs
  • Detail the brief and description of the brand to match with the perfect creator
  • Build stronger and real partnerships with creators
  • Announce specific products to be promoted by collabs 
  • Send gifts to creators
  • Track reports and analytics by the performance of the influencer

Collabs will work on an application basis to ensure that brands connect with the right audience. 

As stated by Kabbara, its Director of Product, in the article of the company:

“For Shopify merchants, Collabs is a new way to find potential customers at a time when it’s never been more difficult or expensive,” Kabbara continued. “By giving merchants the ability to discover and partner with creators that align with their brand, they can tap into the power of community-driven commerce to reach consumers in new and meaningful ways.” 

For the time being, Shopify Collabs will be available only in the US and Canada.

 

 Canva gets one step closer to becoming the one-stop-shop for visual needs with Whiteboard

CanvaWhiteboard Frizbit Digital Marketing news and updates

Source: Canva Blog

Canva is living up to its name with its newest product release. The online visual and creative platform surprised everyone with the brand-new feature Whiteboards.

This feature includes pre-made templates to brainstorm and express ideas visually by non-designers. It’s bringing creativity to the fingertips of the day-to-day user. 

One of the most loved features is the possibility of collaborating online with others. This property comes in handy nowadays that remote working is more common. 

CanvaWhiteboard2 Frizbit Digital Marketing news and updates

Source: Screenshot of the author

From Kanban templates to all types of diagrams and mapping options, Canva is building limitless spaces to bring your ideas to life.

What are some of the best usages you can have with the new rollout?

  • Create dynamic presentations that expand in a limitless space.
  • Conduct workshops with experience and timing in mind.
  • Create Customer Journey and general mind-maps while collaborating online with others.

As Canva states in their blog:

“Great things happen when people come together to bring their ideas to life. There’s truly no limit to what you can do with Canva Whiteboards, which is free for our global community and available on the web, desktop and mobile.”

 

 Social Media Marketing

  • LinkedIn introduces the ability to pin comments under posts

linkedin_pinned_comments frizbit digital marketing news and updates

Source: LinkedIn

LinkedIn has rolled out a new feature that enables all users, both company pages and personal profiles, to pin comments under a thread. To pin a response, simply access the three dots menu, and become ready to place the best responses on the top.

How can this update be useful to you?

With LinkedIn being a social media platform in which getting awareness and visibility tends to be easier than other channels, this new functionality has the potential to elevate the engagement of your publications and get seen by many others.

We firmly believe that this new update will boost interactions and can become a great tool to build personal branding in this social network.

 

Podcasts steps firmly into the YouTube platform

 

Source: Abner Li

Source: Abner Li

The long-format video platform is slowly introducing a dedicated section for podcasts. YouTube is updating itself to provide podcasts with its own dedicated section. 

YouTube has decided to make the best out of a common malpractice of users publishing static content on a dynamic and video-based platform (A.KA. Podcast videos on YouTube). Truth be told, most podcast producers would update their episodes despite sometimes displaying only a picture with the audio behind it. 

Although YouTube hasn’t formally announced the new platform changes, many users have found it while navigating within the platform. Some have even documented how to access the dedicated section.

To access the update, just go to the Explore tab, which will display the menu options, including the podcast. Then click the option of ‘Podcast’ and get ready to support your favourite content creators. 

Youtube Podcasts 2 Frizbit Digital Marketing news and updates

Source: R. Montti

 

Does this mean YouTube will also raise the fight for podcasts in the industry? 

What we know about this update is that it is slowly being tested and rolled out by countries. It is also known that podcasts are being displayed by subcategories to ease the navigation of the user.

There are 9 podcast categories to suit the need of the customers and help them explore the vast content. These categories are:

  1. Popular episodes
  2. Popular podcast playlists
  3. Recommended (Based on your Subscriptions and History)
  4. Popular podcast creators
  5. Comedy
  6. True Crime
  7. Sports
  8. Music
  9. TV & Film

It does seem that this rollout is the start of something bigger than merely performing changes in the layout of the platform. YouTube knows its market advantage and has taken the first steps into the podcast industry.

 

  • Twitter is testing professional account options, which includes shopping & link features

twitter Frizbit Digital Marketing news and updates

Source: Twitter

 

These sure are exciting times for professional accounts on Twitter. The platform has announced that a new set of features are being unlocked exclusively for professional accounts. 

Twitter is committed to helping businesses, brands, and creators to have a strong online presence and this new shopping and custom links functionality seems to be hitting off the ground.

 

 

Let’s review what these two new profile spotlights are about. The first one would be the Location Spotlight has rolled out globally. This update aims to help any business owner to become visible to their customers with even a Google Maps integration for directions. 

Local Spotlight Twitter Frizbit Digital Marketing news and updates

Source: Twitter

 

But this isn’t all this new spotlight feature can do for your business. It also includes updates such as displaying business hours and direct contact methods to bring customers closer to businesses. Among the contact options, you can set up to be contacted by phone call, text message, direct Twitter message, and email.

 

Shopping Spotlight Twitter Frizbit Digital Marketing news and updates

Source: Twitter

 

Last but not least, the Shopping Spotlight is perhaps the most exciting update for professionals and their sales goals. Unlike the previous update, this functionality is available only to qualified accounts, mainly in the US. 

So what’s exciting about this update?

Those qualifying accounts will be entitled to a dedicated section at the top of their account profiles to display their products. The spotlight will act as a catalogue for easy access to purchase products without having to leave Twitter.

As Twitter describes this update:

“This is a feature that allows us to explore how shoppable profiles can create a pathway from talking about and discovering products on Twitter to actually purchasing them. “

The update doesn’t stop here. Twitter is actually developing a product management platform to create a seamless experience in showcasing products. This development will mainly assist business owners to create their own catalogues in-line with the right display in the app.

 

About Frizbit

  • Save the date, a new workshop is coming up on September 22nd [Event held in Spanish]

como hacer retargeting en el mundo cookieless eveny by frizbit

 

We are delighted to announce that we are back with our offline events in Barcelona after a well-deserved summer break. In this event held in Spanish, we will review the strategies to perform retargeting without using third-party cookies.

Despite the delays from Google in fully implementing the cookieless era, we know the change and upcoming challenges are imminent. So, what better way than to actually get your hands on a theory-practical workshop to get ahead of the game?

If this event already sounds like you, keep reading to find out the details about this exciting workshop. 

During the event, you will learn what these types of alerts really are, and you will discover everything they can do for your e-Commerce to bring your customers back. 

In addition, you will explore this channel, which besides being innovative, is aligned with the new data privacy restrictions and third-party cookie limitations that will come into force by 2024.

Of course, after-work, and networking could not be missing in this workshop, so besides learning about best practices and tips to implement them, you will also be invited to enjoy some free beers on a nice terrace in Barcelona.

If you are not in Barcelona but still would love to attend the event, we got you covered! For those who can’t make it physically to the event, we will have a live broadcast for the workshop. To access the broadcast, register through the link below and choose “Watch Online – Remote”.  We will email you the live link on the day of the event.

The details:

When: September 22nd

Time: 18:30 (registration opens) until 21:00 

Where: Aticco Verdaguer, Barcelona

Workshop Facilitator:  Ata Gur, CEO & Co-founder of Frizbit

 

You can register for free here

Digital Marketing News and Updates from July 2022

Summer is mostly a slow-work season for most businesses, but it doesn’t mean that changes and new dynamics aren’t going on in the digital marketing landscape.

If you are experiencing less workload, it might be a good time to revise and adjust your marketing strategy with the latest updates. Marketing can be as amusing and effective as we want it to be.

So, are you ready to start off a great month ahead with the latest digital marketing updates?
We sure are! Let’s dive into the content.

Digital Marketing News and Updates from July 2022

Content

Search Marketing Updates

 

Tech Marketing Updates

Social Media Updates

About Frizbit

Search Marketing Updates

 

  • Google reveals the strategy behind the Title Tag

Google reveals the strategy behind the Title Tag

Pexels | Philipp Pistis

 

Google made an announcement in its Central Search documentation guiding users on how to use title tags for better rankings. No changes were introduced, but what’s better than getting more clarity on this demanding topic?

If you work in the marketing field, you might be well aware of the relevance of the title tags and SEO as they display directly on the search results pages. 

Previously, there was a big confusion about the word “headline” that Google used in its previous guideline. The usage of this word caused a lot of confusion among users, as it wasn’t clear whether Google was making reference to the HTML components (H1-H6) or the title of the page. 

 

Let’s review some key changes:

 

Google title tag changes

Title tags are essential for anyone trying to position their content in front of the right audience. As Google mentions, this piece of content is often the first one people see and use for deciding whether they want to visit a website or not.

We are certain this renewed, and clarified documentation will be of good use. Hooray Google! 

  • Google shares six tips for a better eCommerce searchability 

    Google shares six tips for a better eCommerce searchability

    Google Search Console / Adobe Stock

If you run an eCommerce business, then this news is just right for you. Google recently published a video on its official YouTube channel sharing six tips for enhancing searchability. 

Standing out from other sites is often one of the main pain points for eCommerce sites. In its video, Google suggested three main pillars to pivot your content strategy:

  • Use visual resources to engage the customers with your product
  • Display prices and availability, so it is easier for users to compare sellers
  • Get social proof that increases trustability

 

Now, let’s dive into the six pieces of advice Google announced to be eligible for special presentations in the search results.

  1. Pay close attention to how you are writing the Title Tag, so Google doesn’t overwrite it.
  2. Include high-quality images to ease the decision purchase process.
  3. Structured data helps Google better classify websites and makes them eligible to be displayed as rich results. Make sure your product has the essentials: Product title, description, images, ratings, price, and availability.
  4. Be transparent with your pricing. If dropping prices and availability might incur in the product page to be eligible for a special price drop presentation in the search results.
  5. Identify products that you sell with product identifiers, such as the GTIN identifiers. Applying this advice increases the chances for a product to make it eligible for listings like the carousels.
  6. Make the best out of the Google Business Profile. If your business also moves into the offline space, this is a must for your business.

Increasing your chances of being eligible for special listings was never so accessible to everyone. Make sure to implement the given tips by Google to make the best out of this online tool.

 

  • Google rolls out a product review algorithm update

 

Social proof has never earned so much relevance for business as it has today. A good review might boost your sales and even get you sold out. On the other hand, what can a bad review do to your business? The harm is unimaginable.

If that’s the latter is your case, keep on reading because there are still chances to improve in the ranking lists.

In July 2022, Google confirmed their new product update – part of the fourth series of updates – targeting low qualities reviews has rolled out. This update will be ongoing for three weeks, starting out on July 27th.

What are the new updates for search rankings?

The new update includes a change in its algorithm, which is designed to reward reviews that truly stands from a point of view instead of just showing descriptive information.

Google is now looking out for the reviews, and they want to see they are transparent, that the product has indeed been tested before, and that it is real.

How does this affect you? If you are a website that has reviews on its product page, focus on giving incentives to create user-generated content. Rewriting the content that already exists on the web won’t make it anymore. Google is prioritizing reviews that can truly help to build a more trustworthy online space.

Some of the elements that reviews can include are original photos, specifics about the usage benefits of the products, and comparisons, among others.

If you are interested in learning more about this update, see the developer’s Google page.

 

Marketing Tech

  • Google to delay the cease of third-party cookies to 2024 (again!)

Google Chrome / Pexels

               Google Chrome / Pexels

Third-party cookies have been a trendy topic this year. At first, the online world trembled with the announcement of the cookieless era approaching soon. Many platforms started preparing for it to be still able to provide businesses with aligned retargeting solutions. So, you’ve been there, informed yourself properly, done your part, prepared your cookieless strategies, but when is this so-called cookieless era coming along?

The original announcement indicated that the cookieless era would start by 2022, and back then, it got pushed back to 2023. We get it, life happens, and perhaps they needed a bit more of time to readjust this large update. Now, six months away from the fearly date, Google announced on the company blog that they are postponing it and phasing them out in 2024.  Hmm, Google? What’s going on here?

What’s the main reason behind this new extension?

Google is still testing out its Privacy Sandbox initiative -the new solution for delivering retargeted ads in a more conscious way.

The Vice President of Google’s Privacy Sandbox stated:

“The most consistent feedback we’ve received is the need for more time to evaluate and test the new Privacy Sandbox technologies before deprecating third-party cookies in Chrome…

This deliberate approach to transitioning from third-party cookies ensures that the web can continue to thrive, without relying on cross-site tracking identifiers or covert techniques like fingerprinting.”

It almost seems as if despite this new regulation, Google is still having in mind not to affect the large number of businesses relying on cookies to thrive their businesses. The current testing phase has been ongoing for a few months. However, testers, developers, and marketers agree that it is still far from being efficient and ready.

How can this update benefit you?

The good news is that now Google is considering performing a gradual transition from third-party cookies to implementing the Privacy Sandbox settings. A trial version of the Privacy Sandbox API is currently available to developers. Starting from August, the API, and trial phase, will be available to millions of people globally.

What’s our advice?

Despite the new extension and delay in the roll-out, the change is imminent. We advise you to stay ahead of the game and start implementing cookieless strategies in your digital marketing approach. The sooner your business and company adapts, the sooner you will be able to get results. 

If you are interested in testing out digital marketing strategies using first-party cookies, you can apply for a demo trial at Frizbit here. 

 

  •  Squarespace introduces Fluid Engine

Squarespace introduces Fluid Engine

Squarespace / Adobe Stock

The website design platform is doing efforts to stay up in its game with other competitors such as WordPress or Showit. This month, they started rolling out the controversial Fluid Engine tool available for Squarespace 7.1 version.

Squarespace has been known as a platform that does offer many possibilities, from a blog to even offering an eCommerce set-up for business owners. However, many users were experiencing that if they did not have coding experience, the platform, as useful as it was, wouldn’t make the cut from a design perspective.

On the other hand, Showit has been gaining traction of users with its easy-use web editor with a completely free motion range.

What’s included in this new Fluid Engine update?

Squarespace users will be able to:

  • Design a separate page for the mobile version.
  • Enjoy an improved drag-and-drop editor experience
  • Create dynamic layouts, easing the need for coding

As the CEO and Co-founder of Squarespace,  Anthony Casalena mentioned on the company blog:

“Fluid Engine provides our customers with maximum freedom to easily play with, experiment, and stretch creative limits through an unrestricted canvas, which is guided by an advanced smart grid. Regardless of how you experiment with Fluid Engine, our guidelines and design system will ensure that your website looks good no matter what. “

 


  • Shopify allows eCommerce stores to sell on YouTube

Shopify allows eCommerce stores to sell on Youtube

Shopify / Adobe Stock

 

Shopify has partnered with YouTube to bring online shopping to a whole new level. The two leading platforms are joining forces to give merchants and creators more ways to tell their brand stories and successfully sell more authentically.

Shimona Mehta, Managing Director, Shopify referred to these new partnerships on the company blog:

“YouTube has been integral in building the creator economy over the past decade. Shopify has helped millions of merchants quickly start, run, grow, and manage storefronts. By partnering together, we’re accelerating the next evolution of social commerce. Giving creators and merchants more ways to sustainably monetise and build successful businesses, while still authentically connecting fans and buyers.”

How can this new partnership benefit you?

Shopify merchants use YouTube to promote and sell their product offerings in three ways:

  • YouTube Live: Merchants can tag and pin products at specific frames during a livestream. Picture-in-picture playback offers the possibility, so consumers can keep watching while they check out.
  • Store tab: A new tab will be added to a merchant’s YouTube channel, acting as a product listing to their entire products or selection of them
  • On-demand videos: Merchants can show a curated list of products on a product shelf below on-demand videos.

With this update, merchants will be able to seamlessly integrate their online stores into the leading content video platform. This results in being able to reach +2billion monthly logged-in users.

How the future of eCommerce shopping will change? We can’t predict much. However, one thing is certain, and it is that the C2C era is here to stay. Authentically engaging with customers is a necessity for any online business. 

 

 

Social Media Marketing

  • YouTube spills the tea on its Shorts format

YouTube spills the tea on its Shorts format

YouTube / Stock Adobe

 

The newest format Shorts in YouTube is bringing lots of conversations to the table. Creators are experiencing confusion as it hasn’t been clear how the algorithm works.

Luckily, in July, the video content platform demystified the Shorts algorithm in a Q&A video that addressed several of the most common questions creators had regarding this new format.

The main questions and topics were:

  • What’s the impact of publishing both long and short content formats under the same channel
  • Whether it was advisable to separate the Shorts from the long-form video
  • If the engagement of the Shorts format has any impact on the longer-form videos

The key takeaways:

  • Could Shorts hurt long-form video channels?

YouTube indicated that it represents no harm to your channel engagement. They affirm the demand for shorter form videos is here to stay. Hence, introducing the Shorts formats can actually help to boost channel growth.

  • Will YouTube recommend long-form videos if Shorts are part of the strategy?

The short answer is no. Both algorithms work independently of each other. This means that, in the same way that Shorts doesn’t hurt long-term video engagement, it doesn’t have either a positive impact on boosting long-term video recommendations. 

YouTube explains that the main reason behind this behavioural pattern is that users that might prefer shorter videos might not be keen on longer formats, and vice versa.

  • Should we create separate channels for Shorts and long-form videos?

Although the company doesn’t state mixing both formats can represent a real problem, they do suggest creating separate channels. The reasoning is simple: create the right content format for the right audience.

As a YouTube representative states:


“Try to group your channels around similar audiences who enjoy the same or similar content. Separate them out when your viewers have totally different interests… If you start building up different audiences with different interests, then consider making a separate channel.”

 

  • How many Shorts do I have to publish before the algorithm starts recommending the content?

The company stated that there isn’t an exact number for Shorts to start being recommended. Actually, they mention even the first Short can appear in the suggested videos. 

They clarified that the algorithm for Shorts works similarly to other short-form videos. This means that if your audience shows a preference for the video, it will reach more people. The engagement, as we know, is built over time, and here is no different.

 

  • Say hi to reels stepping strongly into Instagram

As is usual now, Adam Mosseri, the Head of Instagram, announced the latest update about the video format content on the platform.


View this post on Instagram

A post shared by Adam Mosseri (@mosseri)

In the post, Mosseri clearly announces that the king form content of the platform will now be reels. Does that mean that other formats, such as the IGTV’s are disappearing? 

This is also not the first time the platform has done this kind of merge. However, with all the dramatic changes Instagram is trying to implement and with the controversy around the format of the reels, a dramatic response was expected.

Back in 2021, Instagram merged the feed videos with the IGTV videos into Instagram Videos. With Carrousels and single posts, we experienced a similar action, with a merge resulting in static posts. Now, did it mean that any of these formats is fully gone? The answer is no, mostly all these changes have had an impact on the app layout, but not on how it functions.

 

reels instagram

Source: Meta

 

The new update is merely a consequence of Instagram replying to the counterpart actions coming from TikTok and Shorts from YouTube. Does it mean long-form videos can’t be published from now on?

According to the company, “new video posts shorter than 15 minutes will be shared as Reels.”

Ultimately, this means that all video formats will be gathered under the same tab and name. However, it doesn’t mean that the option of nurturing your audience with longer-form videos will completely disappear. Actually, it might have a more positive effect given that the IGTVs – that were stuck in your account – now can actually reach a broader active audience.

 

  • “Follow me”: the new TikTok update aiming to help small businesses

“Follow me”: the new TikTok update aiming to help small businesses

Source: TikTok

 

Earlier in July, TikTok announced its new initiative to help small and medium businesses to thrive in real sales and results through the power of storytelling on their platform. 

“Follow Me” it’s a 6-week multichannel educational programme to provide small and medium business owners with the right tools to build a strong community and drive real-world results.

Smaller businesses and entrepreneurs have founded TikTok a fun and easy way to connect with their audiences, build a loyal fanbase and ultimately drive more sales aligned to the new C2C era.

As TikTok explains in their blog:

We created the Follow Me experience to empower more small businesses to dive into TikTok, so that they can also share their story with the TikTok community and reach their goals.”

The “Follow Me” programme will include:

  • Different learning roadmaps based on the goals and visitors
  • 6-week email series to outline the essential steps to run a TikTok campaign
  • A how-to-guide for integrating their brand’s story into their videos
  • A guide for setting up a free Business Account
  • Access to the Creative Center
  • Insights from the Ads Manager and promotion features 

As more entrepreneurs and small businesses integrate digital content strategies, this certainly seems like a winning action from TikTok to give back to their users and community. 

 

About Frizbit

  • The Dream Tech-Stack for eCommerce Roundtable Recap

 

The Dream Tech-Stack roundtable is over, and we are proud to announce it was a success. 

During the event, we discussed the trends, industry changes, consumer patterns and behaviours within the eCommerce industry.

For this roundtable, we wanted to create a more enriching experience for the attendees, which is why we brought together two other marketing tech automation startups: Vidjet and Spitche, with their corresponding CEOs and co-founders Baptiste Nicolas and Kevin Markowski. Representing Frizbit, we had our CEO and co-founder Ata Gür on the stage. 

Did you miss out on our latest roundtable or want to grasp the key insights and learnings? You can find a full article disclosing the key takeaways from this lively discussion panel. 

 

  • Save the Date! A new workshop is ready for you on September 14th. [Event held in Spanish]

Save the Date! A new workshop is ready for you on September 14th. [Event held in Spanish]

It’s no secret that the future of retargeting as we know it is at risk. That’s why we have created this workshop, where you will learn everything you need to know about web push notifications and how to do retargeting in a ‘cookieless era”,

During the event, you will learn what these types of alerts really are, and you will discover everything they can do for your e-Commerce to bring your customers back. 

In addition, you will explore this channel which, besides being innovative, is aligned with the new data privacy restrictions and third-party cookie limitations that will come into force by 2024.

Of course, after-work, and networking could not be missing in this workshop, so besides learning about best practices and tips to implement them, you will also be invited to enjoy some free beers on a nice terrace in Barcelona.

Register here 

Digital Marketing News and Updates from June 2022

With the first semester and Q2 of the year coming to an end, it is a great idea to review the latest digital marketing updates from June. We hope these new features and news can support you in adjusting your digital strategies to kick-off to a great start in the second semester of the year. 

Are you ready to see what’s been happening in the digital marketing industry? Let’s begin!

 

Content

Search Marketing Updates

Marketing Tech Updates

Social Media Marketing Updates

 Frizbit Updates

 

 

Search Marketing Updates

  • Google Chrome prioritises browsing experience

Google Chrome prioritises browsing experience Source: Google

Starting in March, Chrome started making changes that could improve the navigation of users. They had been working on identifying potentially malicious websites and phishing attacks to enhance safety. 

With the purpose of further elevating the browsing experience, Chrome has rolled out a ML model affecting the web push interaction requests. So, what is this all about?

Currently, the subscription to push notifications works under a permission-prompt basis, which might interrupt browsing navigation, based on the time and trigger set on this prompt. Chrome has recognized this risk and taken action to lower the risk of downgrading user experience.

The new update aims for seamless navigation and will use machine learning properties to display the permission prompt appearance. The algorithm will be based on previous behaviours and patterns of users to determine preferences for denying and silencing undesired permission prompts. Based on these patterns on each Chrome user, new push notification subscription requests will be blocked or shown to be granted permission by the user.

Google has announced on their blog that we can expect this feature in their next Google Chrome release, with an ML model that would make these predictions fully on-device.

 

  • Google Ads Manager rolls out new features

Google Ads Manager rolls out new features

Google Ad Manager / Prima91

New updates and tweaks are coming to Google Ads Manager. Some of them are exciting, such as the integration with Google Analytics 4 (GA4) and optimised pricing.

Details and changes were listed in their Q2 releases notes, and we have gathered 5 of their most relevant updates here: 

 

  • Optimised Pricing:
    This update will help to reflect and protect the value of inventories by increasing action floor prices. This option comes enabled by default, but can be easily disabled via network settings.
  • Google Analytics 4 Integration in its beta version: The integration of GA4 and Google Ad Manager is now open for web data. This means that any website that decides to pursue this change will make the best out of the analytics tool. To enable this integration, you just need to follow the steps Google provides to link your Ad Manager account to the Google Analytics 4 properties.
  • Video Experience Protection: The opt-in “Allow video ads” has been enabled under a block called “Block non-instream video ads”
  • Bid rejection: More clarity was added to the “Bid rejection reason” in both reporting and data transfer.
  • WebView API for Ads: This feature is now ready and will help app developers to unlock the monetisation opportunity in the WebView content. 

It seems as if this year will be an exciting one for Google Ad Manager, given that the company has also revealed it will be introducing new features in the near future.

 

  • Google reveals only the first 15 MB are indexed and crawled for ranking

    Google reveals only the first 15 MB are indexed and crawled for ranking
    Pexels/Lukas

 

A help documentation guide has revealed that Google’s web crawler only optimises the first 15 MB of the HTML of a page to determine rankings. This means that anything after this cut-off won’t influence the rankings calculations. 

This confirmation certainly left a feeling of uncertainty within the SEO community. However, Google also specified in their documentation their position regarding heavier components such as images and videos. Specifically, they stated:

“Any resources referenced in the HTML such as images, videos, CSS and JavaScript are fetched separately.

After the first 15 MB of the file, Googlebot stops crawling and only considers the first 15 MB of the file for indexing.

The file size limit is applied on the uncompressed data.”

What does this mean for SEO practices?

This update supposes changes both in content and coding placement. To ensure Googlebot can do its job, the important content should be placed in the upper position of web pages. 

It also affects the coding structure, as now the SEO-related information should be placed within the first 15 MB of an HTML. Lastly, videos and images should be compressed and not encoded directly into the HTML.

 

Marketing Tech Updates

  • iOS 16 to support Web Push Notifications in 2023 on Safari.

    iOS 16 to support Web Push Notifications in 2023 on Safari.

PEXELS / COTTONBRO

 

Earlier this month, Apple announced one of their most long-awaited updates for the digital marketing industry: Web push notifications will be supported in their operating system update!

This update is a game-changer for the whole internet industry, as it will enable website owners to reach the missing portion of their web users (up to 20% on a global level and higher in the US and Europe) coming from iOS users that couldn’t be reached before. This actually means that now the 100% capacity of web users is at the tip of our fingers. 

As expected with the history of Apple and privacy settings, this too comes with a trick, but overall we are excited to announce that web push notification clients can expect a 50-100% uplift in the sales generated through this cookieless remarketing channel in the eCommerce industry.

If you want to learn more about this update and other interesting iOS 16 marketing updates, keep reading here. 

 

  • Shopify rolls out their Shopify Editions empowering the C2C era

Shopify rolls out their Shopify Editions empowering the C2C era

Shopify / Picsmart

Shopify is one of the most preferred and trusted eCommerce platforms for business owners. They have had a busy year working on new updates that are expected to have a crucial impact on the eCommerce industry by introducing the new C2C era.

The “Connect to Customers” or C2C era is the way Shopify describes the upcoming consumer and market trends within the eCommerce landscape. As the company states on their website:

“We know that brands need new ways to engage with their customers—and that means creating new connections.

With this in mind, Shopify has decided to bring to life new features that will revolutionise the digital shopping ecosystem. The company has understood the relevance of creating meaningful connections and experiences for clients.

 

shopify updates 2022

Source: Shopify

Having said this, the new updates include +100 changes in:

Finding customers: Within this segment, they have included features such as Shopify audiences, shop cash, Twitter shopping, Dovetale, Linkpop and Marketplace kit.

Converting shoppers: We will experience tweaks and functionalities such as B2B on Shopify, Shopify point of sale, Shopify markets, checkout, shop pay enhancements, discount combinations, and pre-orders. 

Enhancing branding storytelling: Updates within this section are easing the ways business owners can convey their branding on Shopify sites. The updates will enable you to accelerate the development phase by introducing pre-built components and templates. In addition, the new updates enable building products and experiences with NFTs and Tokengated Commerce

Building relationships: Aiming to increase customer loyalty, the new changes will facilitate gathering more accessible commerce insights, one-place marketing automation tools, push notifications, among others.

Tools to better run your business: Shopify has built improvements to enhance the logistic aspects of an eCommerce store. Features will impact supplier-to-buyer logistics, order and inventory management, and global shipping, among others.

Scale and build: Building high-quality stores was never easier. The new updates include third-party apps integrations, functionalities personalisation, an enhancement to data protection, apply and request capital and Shopify balance.

 

  • WordPress 6.0. Arturo is finally here

WordPress 6.0. Arturo is finally here

Source: Pexels

One of the most expected releases from WordPress this year is here. This release did not only fix +600  bugs, but it also elevated the CMS experience in the platform.

The 6.0. Arturo version aims to position WordPress as a user-friendly platform to create Open Source websites. With this in mind, the main updates are implemented in enhancements of the FSE editor, which is currently in its beta version. However, there are other relevant tweaks that will result interesting for anyone working with this tool.

The main updates include changes in:

  • Styling switch editor: colours, fonts and layouts curated by theme authors.
  • Expanded template creation: customising posts, index, headers, pages and other elements will be faster now. They added options such as front page, author, date, category, and tags to build tailored templates.
  • Writing improvements: This update will enable users to select multiple text blocks at once to edit them, users will enjoy using keyboard shortcuts to add links, and lastly, typographic styles will persevere through changes in the block.
  • Flex-based containers: This feature eases building layouts with dynamic columns and blocks.

We believe these updates will create better experiences for users building websites and also represent great changes, stepping up the game for WordPress among its competitors.

 

Social Media Marketing

  • The Creative Marketplace: the new Instagram feature to support creators

The Creative Marketplace: the new Instagram feature to support creators

Source: Instagram

Instagram remains committed to supporting creators to monetize their content through the app. With this in mind, Instagram has developed multiple tools to help creators build businesses. 

Within the new features, we want to highlight the Creative Marketplace as a channel designed for brands and partnerships to collaborate on branded content partnerships.

The proposal feature will be rolled out as a beta version, and it includes features such as:

  • In-app payments
  • Discover and search creators based on profile segmentation
  • Sending specific project guidelines
  • Creators will be able to express their topics of interest for making branded content

Within the statements on helping creators, Instagram also mentioned they have extended their commitment of not taking any fees for any monetisation happening through Subscriptions, Badges, Paid Online Events and Bulletin until January 1, 2024.

 

  • Snapchat+: the new paid subscription with new features

Snapchat+: the new paid subscription with new features

Source: Snapchat

Snapchat reappeared with a new announcement: they are adding to their portfolio of products: a new subscription-based service.

The company stated in their blog their reasoning and some details about the update: 

“Today, we’re launching Snapchat+, a collection of exclusive, experimental, and pre-release features available in Snapchat for $3.99/month.  This subscription will allow us to deliver new Snapchat features to some of the most passionate members of our community and allow us to provide prioritized support,”

The membership will include exclusive and pre-release features such as being able to see who rewatched your stories or personalising the icon of the app. The new release didn’t come with many details. However, we know for now that it will be launched in specific countries, starting with the United States, Canada, the United Kingdom, France, Germany, Australia, New Zealand, Saudi Arabia and the United Arab Emirates.

With this release, Snapchat is joining other social media platforms that are experimenting with subscription-based models for earning revenue, such as Twitter and Telegram.

 

  •   Finding trends on TikTok has never been easier

 

TikTok has announced that they have developed a trends discovery tool to help content creators and marketers to stay up to date with the latest trends and topics on the platform.

The tool is located within the Creative Centre of the app and is designed to help users analyse which content performs better than others to get inspired and have a guide when creating content. This new tool can also be used as a medium to increase engagement.

Users will be able to explore trending audio, hashtags, videos and even creators. The update comes with a useful filter search by industry and country, making it relevant for marketing purposes too. 

The new tool seems promising for content creators who will be able to be contacted by brands through a simple click on the platform connecting them through TikTok Creator Marketplace.

 

  • Longer content on Twitter might become possible

 

Twitter has released their beta testing for Notes: a new feature that will finally allow selected users from selected countries to be eligible to publish longer content. 

As mentioned by the company, “The purpose of the tool we are testing is to provide an additional experience for writers on Twitter outside of Tweets,”

The details Twitter has revealed include a length of up to 100 words for titles, while the body of the Notes content is limited to 2,500 words. This is certainly a stark difference from their current 280-character limited posts. With this new update, the edition after publishing would be finally possible too.

This new release aims to be as accessible as possible, which is why Notes will have a unique URL that users can reach regardless if they are logged into the platform or have a Twitter account. 

 

  Frizbit Updates

  • Save the Date! A new roundtable to discover solutions for eCommerce from leading experts on July 20th is coming up

 

Screen Shot 2022-07-07 at 5.48.00 PM

In this roundtable, we have gathered 3 experts from the most innovative tech startups in Barcelona: Vidjet, Spitche, and Frizbit to come together in this lively event.

Tim, one of the best Growth Consultants and our moderator for this occasion, will take you through a thriving experience to unveil the industry secrets, insights, challenges, solutions, and future consumer trends from these leading experts. We assure you, you wouldn’t like to miss this event.

Staying up to date and learning the latest theories is always one of the best practices, but we can agree that often theory is misleading from practice. That’s why this roundtable will bring so much value to you, revealing knowledge that we can’t find in books.

Naturally, after-work drinks and networking could not be missing from this thrilling roundtable, so in addition to learning about the best day-to-day practices and tips, you will also be invited to enjoy some free beers on a beautiful terrace in Barcelona.

 

The Details:

Topic: Dream Tech Stack for E-commerce with top eCommerce tech startups of Barcelona

Moderator: Tim Cakir

Speakers: Ata Gur – Co-founder & CEO of Frizbit; Kevin Markowski  Co-founder & CEO of Spitche and Baptiste Nicolas – Co-founder & CEO of Vidjet

When: Wednesday, July 20th, registration starts at 18.30h

Where: Aticco Verdaguer, Barcelona.

Language: English

FREE ENTRY

 

Book your spot here!

iOS 16 to support web push notifications in 2023 on Safari (finally!)

 

Earlier this month, the new updates from the iOS 16 operating system came to life during the WWDC 2022. Besides the innovative personalisation features, a big announcement made its breakthrough: Web Push Notifications on iOS will be a reality through Safari Beta 16. 

So, what does that mean to you if you work in the marketing field?

The operating system has significant updates, mainly on how notifications will interact with users. With seamless communication in mind, iOS 16 unlocks a whole new level to reach potential customers. We are excited to announce that Safari Beta 16 will be able to support push notifications for web apps, extensions, API integrations, and so much more.

This great news means potential for the websites to increase their push notification subscriber base by 50-100% on average as almost 20% of overall web traffic comes from iOS on a global level and opt-in rate on mobile devices is 4 times higher than desktop.

Keep on reading if you want to learn more about the innovations that web push notifications on iOS 16 and iPadOS are bringing to the table.


A brief introduction to Web Push Notifications

pop-up-vs-notification Web push notification example  / Frizbit

 

Often, web push notifications are confused with app push notifications, like those seen in the media and news industry. They might seem similar at first, however, in reality, they offer endless marketing possibilities to conduct retargeting displaying an open rate of 5% to 6% on desktop only.

Web push notifications are clickable alert-type messages sent by a website to the users navigating through it. After the user authorises them through a click, they will display on the user’s device screen, even if the user is not on the website any more.

What are many of its great advantages?

 

With web push notifications, you can:

  • Communicate with users in real-time without having a mobile app
  • Be present in a multi-device customer journey
  • Notify them even if they are not on your website
  • The user doesn’t need to register or fill any type of personal data
  • Comply with the latest privacy regulations as it doesn’t require third-party cookies

 

They are the latest and most powerful digital channel for websites to re-engage and communicate with subscribers while enhancing conversion funnels. They have the full capacity to bring your customers back.

 

Web push notifications and iOS operating systems

iOS Operating system

Pixabay / Pexels

 

After reviewing the relevance of web push notifications, let’s dive into the nitty-gritty of things.   Let’s find out what it means that Apple has decided to support web push notifications on iOS 16 in 2023 on Safari browser.

At the beginning of this year, Apple started testing new functionalities regarding push API on its iOS 15.4 Beta. It was an unexpected update as after seven years, it was the first time to see changes on Safari on macOS. Now that the beta testing is concluded, we are excited to announce that push notifications support on iOS and iPadOS isn’t a long-time expectation any more. They are expected to be launched in early 2023.

So, how can we interpret the appearance of this new feature?

According to SemRush, web push notifications can have up to 80% of reach and CTR seven times higher than other traditional retargeting channels such as email marketing. This comes as no surprise, given that push notifications are widely preferred by users reporting x10 higher engagement. As we mentioned before, they are also in compliance with the privacy regulations, making it the perfect marketing tool.

With the announcement of the web push support on iOS 16, many are celebrating the long-awaited update. However, as expected with Apple’s history and privacy data, this too comes with a trick.

 

iOS is stepping up against its competitor with Web Push Notifications

Android vs Apple
Android vs Apple / Tada Images

 

Web push notifications have been existing on almost all operating systems (Windows, Linux even macOS on desktops and Android on mobiles) and almost all browsers (Chrome, Firefox, MS Edge, Safari, Opera, etc.). The only major operating system which didn’t enable web push notifications was iOS. It had been always an expectation for years that Apple would enable them on iOS, as it already had them enabled on macOS. As a result, Android had been the only mobile OS with web push notifications activated. That’s why the field of web push in mobile had been completely taken by Android by now. On the contrary, Apple had no participation in the mobile market share by not having this implementation. The fact that they have decided to go ahead with this implementation will mean big changes in the market. 

Currently, Android is the one software that enables push notifications on web apps. This represents an additional way to communicate messages for web users who don’t prefer to install mobile apps.

This update sets a new direction for Apple in the tech and marketing industry. But would the company be able to step firmly against its biggest competitor?

Only time will tell whether this comes as another successful step by Apple or not. For now, although web push notifications support is a reality, it might not display to users as easily as we would want to.

Where’s the trick?

During the testing phase on iOS 15.4 beta, test users experimented with safari push notifications on mobile devices. Testers found out that the new feature is disabled by default, requiring the user to activate them through the settings tab.

Having said this, predictions expect this feature to function under a toggle basis with a new settings tab. They are expected to work not only on Safari on iOS but also on other browsers such as Chrome,Firefox, Opera etc.

 

Other marketing features unlocked in iOS 16

marketing features unlocked in iOS 16
iPhone Screen / Wachiwit


Some more exciting features are coming around on iOS 16 for marketers. The main areas that are more appealing are the intake for the privacy of users, home screen and lock screen settings, and finally updates on Apple Pay.

As we know on iOS 15.4, the privacy settings were greatly targeted as part of the operating system updates. On iOS16, we can expect an increase in the protection of the data of users. This is given that Apple wants to minimise as much as possible the data needed by apps to function properly.

The biggest change on iOS 16 privacy settings is related to accessing private data. With the new update, companies won’t be able to retrieve the name that users give to their devices. It means that organisations will no longer be capable of sending notifications or advertisements using the first name gathered from devices.

Let’s move on with the second-biggest change. Apple is coming up with tailored options for the home screen and lock screen. The new release features suggestions on the home screen with pages, apps, and widgets relevant to the focus mode the user chooses.

New focus modes?

Yes, new modes for users to disconnect more frequently from their devices. And as a side effect, we will experience a restricted impact in the interactions of apps. This certainly complicates, even more, the digital marketing scenery of strategies using opt-in notifications.

Lastly, the other outstanding update Apple is performing on iOS 16 is their “buy now, pay later” feature for Apple Pay. Implementing payments through instalments comes as more optimistic news for eCommerce owners, especially after limiting the usage of ads. This update is expected to increase the average ticket size and conversion rates on mobiles.

 

What all of this means for your marketing campaigns

iOS 16 updates Apple Pay

Apple Pay / CDPic

 

We have seen that Apple will continue to enhance the privacy of the data app developers can access from the app store. It is clear that reaching users in the traditional ways will only get more complex with time. Therefore, new technologies should be implemented.
On the bright side, there’s finally support for web push notifications on iOS and iPadOS. And it couldn’t come at a better timing, considering the cookieless future in marketing. This new step means for the websites to
increase their subscriber base by 50-100% on average, as 18% of overall web traffic comes from iOS.

If you are interested in web push notifications for your eCommerce, you can request a demo with Frizbit and may qualify for one month of everything that web push notifications have to offer.

On the other hand, we have seen that Apple is taking firm steps to enhance consumers’ purchasing habits with mobile devices. If you run an eCommerce, this means you will be able to expand your audience and reach a higher ticket one coming from Apple users.

We are sure that Apple Pay and its instalment system will be beneficial for eCommerce stores by simplifying the purchase step. We are also optimistic that boosting this online purchase practice with push notifications can bring excellent results for business owners.

 

This is all from us with these iOS 16 updates and new features. Which one was the one you are looking forward to? Which one didn’t resonate with you and your business? Let us know in the comments down below!

Digital Marketing News and Updates | May 2022

Digital Marketing News & Updates May 2022

Digital Marketing News and Updates | May 2022

The digital marketing industry as we know it is ever-evolving. And this month is no different. So the relevance of staying up to date is essential for any digital marketing professional.

 

Today, we want to present you with the latest news, trends and updates from May 2022. Let’s dive in!

 

Content:

  1. Search Marketing Updates

  2. Marketing Tech Updates

  3. Social Media Updates

  4. About Frizbit

  1. Search Marketing Updates

Google search

Pexels/PhotoMIX Company

 

Nowadays, as users, navigating through the internet means having to share our personal data. Users are exposed to revealing their full name, email address, phone number and even more personal information such as banking details. We can say that maintaining one’s privacy gets more challenging by the day.

With the recent events regarding the privacy of users, it isn’t surprising that Google is making changes to protect its users. To tackle this issue, the search giant is expanding its options to enable users to be in control of their personal information.

If you do not wish for your information to appear on the google search page, there’s only one action you need to do. You must complete the request on this form, and after the corresponding approval, the platform will take down your personal information.

Now, what does this mean for marketers?

As we have perceived, getting closer to potential customers is getting tougher. As marketers, it is clear that relying on third-party cookies to reach users isn’t a streamlined solution anymore.

Having said this, we advise marketers to start looking out for different strategies. These new tactics should be aligned to the preferences of the users, and the better way is using first-party cookies. 

 

    • Google aims to conquer the eCommerce space.

      google ecommerce

      Unsplash / Austin Distel


      As Bloomberg states, Google is putting efforts again to step strong in the eCommerce landscape. And this time, it seems that Google is willing to step up against its biggest competitor: Amazon.

      What is Google doing differently this time to overcome its competitor?

      While retailers at Amazon are required to pay the company for using the platform as a storefront, Google has started offering free shopping ads and product listings for its users.  

      With a 43% increase in search revenue in eCommerce advertising, statistics forecast success for this new initiative from Google.

      How can retailers prepare to position themselves in the upcoming eCommerce takeover successfully? 

      We suggest retailers start by being present at the Google Merchant Center. At this time, it won’t represent an extra cost for eCommerce businesses, presenting itself as a compelling opportunity. Then, we suggest setting up the product feed using the free product listing feature.

      Once the product feed is set up, the retailer will be able to display free shopping listings and run free shopping ads.

      Developing spaces and conditions that benefit online retailers is undoubtedly a leading step for Google to conquer this landscape.

    • Google Search Console tracks new desktop features in its experience report.
    • search-console-discover-performance-report
      Google Developers

      Google has announced that its Google Search Console will start tracking additional desktop features. As stated by the company:

      “Search Console now logs impressions in the Page Experience report for additional desktop features, such as Top Stories. As a result, you may see an increase in your desktop impressions in the Page Experience report and the Search and News performance reports when filtering by the “Good Page Experience” search appearance.”

      What does this mean for website owners?

      With the new log, you may see an increase in the desktop impressions on the experience report page. This change might also affect the performance reports when using the “Good Page Experience” filter.

      Possible spikes or increases should be visible after May 13th in your reports. Look out for any drastic changes and evaluate through the “Good Page Experience” if the rise shown is related to the new logging of the additional desktop features.

      2. Marketing Tech Updates

    • Meta rolls out Whatsapp Cloud: a monetisation strategy for Whatsapp.Whatsapp updates
      Pexels / Anton

       

      Whatsapp introduces its Cloud API to all businesses worldwide hosted in its parent company: Meta. This new feature becomes one of the key ways the app would finally start monetising itself.

       

      So, how does it work?

       

      Whatsapp Business Accounts will pay on a per-message basis. The rates will vary depending on the number of messages sent per month and your region.

       

      This new API targets smaller businesses and eases the third-party channel integrations process. This integration process usually would take up to weeks, and thanks to this tool, it would only take a few minutes.

       

      Through the Cloud API, businesses can have a better CRM experience. The tool will enable account owners to store private data through the app seamlessly. You will be able to integrate all tickets through one channel, increasing efficiency and productivity. This feature becomes relevant for larger businesses.

       

      The API is compatible with Zendesk and MessageBird, which truly facilitates communication operations for small and big businesses to connect with more people.

       

      Whastapp API Cloud isn’t the only change the platform will have. The regular Whatsapp Business app will also get an upgrade offering premium paid features.

       

      What’s included in the paid version?

       

      You will enjoy:

      • The ability to manage up to 10 chats across multiple devices.
      • Customised ‘Click-to-Chat’ links
      • Statistics

      More updates and features, as well as pricing information, will be available later during the year.
      This also enables online stores to send WhatsApp messages to their users who leave without completing a purchase via WhatsApp. If you have an e-commerce and are looking for a solution to run WhatsApp cart abandonment campaigns you can request a demo with Frizbit.

       

    • Stripe supports Bitcoin payments.Crypto-social
      Stripe

      Stripe is one of the largest online payment gateways in the world. It is known for revolutionising the eCommerce ecosystem, and this time it isn’t the exception. Now, the latest update the company wants to implement is partnering with Bitcoin and offering it as a payment method.

       

      The company valued above 100,000,000 USD has teamed up with the crypto startup OpenNode. This incursion into the cryptocurrency landscape will allow users to convert balances and payments directly into Bitcoin.

       

      What’s the impact on eCommerce owners?

       

      Thanks to millions of users, broadening the usage of cryptocurrencies can increase transactions. This is certainly a positive shift in the eCommerce landscape by easing the online purchase customer journey experience.

      3. Social Media Updates

    •  Instagram introduces a new Feed

      New Instagram Feed
      Instagram

    • As Adam Mosseri stated in his official publication, the video experience is taking more relevance in the future of Instagram. The ever-changing app has announced that it has started testing a more immersive layout in its visual feed.

      This change will take place for both images and videos with a 16:9 proportion. This new update makes the posts appear in a full-screen format on your device.

       

      In the light of creating immersive experiences, the app is elevating its reels consumption. The platform will start recommending more reels in its suggested section of the Home Page. This shift aligns with the so-desired trend of ranking video content at the front store of the app.

       

      How does this affect your content strategy?

       

      More and more, the platform is trying to stay upfront with its largest competitor: TikTok. They have been studying what makes TikTok so engaging, and this new shift comes as a consequence.

       

      Definitely, video content will keep being prioritised by the algorithm. Therefore, adapting your content to the Reels format is essential. Instagram has mentioned that the so-loved stories might start appearing in the home feed, similar to the current TikTok experience.

       

      Lastly, the platform has announced the option of pinning content to the feed to make the experience of the users smoother and more engaging.

    •  Twitter launches Twitter Circle.

      Twitter CircleTwitter 

      Similar to the “Close Friends” Instagram feature, Twitter is rolling out its “Twitter Circle” feature to share exclusive content with a selected audience.

       

      This innovation allows users to select up to 150 profiles to interact with private content, whether they are followers or not. Twitter Circle is now in its beta phase. However, it will only be available for limited accounts worldwide when it is fully released.

       

      We will have to see how this new feature integrates with the app and its new owner Elon Musk, who didn’t include this in his new proposals for the platform.

    •   TikTok Pulse

      Twitter Pulse
      TikTok 

      TikTok has announced that they are launching a new programme called “Pulse” to bring brands closer to its customers through advertisement.

      Using the “For you” section, the platform plans to add advertisements that are relevant to the brands users consume the most. They have carefully designed the experience by placing the volume of advertisements in proportion to the usage of the app. The more time you spend in the app equals more relevant ads.

      TikTok Pulse allows advertisers to put their brand next to the main content of their feed. Specifically, TikTok highlights 4% of the posts to be shown in the ‘For you’ section. The advertising will be displayed within this range, becoming widely seen and relevant to users.

      “We are focused on developing monetisation solutions in available markets so that creators feel valued and rewarded on TikTok,” the company explained.

      The beta phase will begin with the participation of creators, public figures and media channels that should have at least 100,000 followers.

      4. About Frizbit

    • Frizbit at the datathon of @Reach Incubator

      Frizbit team
      Frizbit team

      The Frizbit team visited Paris earlier in May!

      Reach Incubator is a European incubator for startups specialising in AI & data management products and services.

      This year, the datathon took place at the École Polytechnique in Paris. For two days, more than 30 companies exposed their data management solutions. 

      Frizbit was selected to participate in the “Explore” phase of the program. 

Digital Marketing News and Updates from April 2022

Digital Marketing News and Updates from April 2022

    1. Search Marketing Updates

    2. Marketing Tech Updates

    3. Social Media Updates

    4. About Frizbit

 

    1. Search Marketing Updates

  • Google Introducing multisearch

With the multiple search, you can now ask questions about an object by taking a picture of it. This makes it possible to find the answer to tricky searches that are difficult to put into words, simply by taking a photo of the object.

It is possible to use the multi-search to answer visual needs, for example decoration.

If you want to buy a sofa, just take a picture of your living room and add the query “sofa” and google will find you a sofa that will match your living room.

If you want to buy a t-shirt that you saw in the street but in another color, you just have to take a picture of the t-shirt and add the query “red” to find it in red.

If you want to know how to take care of a plant, you just take a picture of the plant and add a query “care” to know when you have to water it.

With multi-search in Lens, you can go beyond the search field and ask questions about what you see, you can refine your search with a color, an attribute or a question.

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To use this feature, all you need to do is open the Google app, tap the Lens camera icon and take a picture.

Then, swipe up and press “+ add to your search” to add an attribute.

  • Performance Max introduces new features to help you grow your business

The new Performance Max feature will help you to

  • Understand campaign performance
  • Find new customers
  • Easily upgrade Smart Shopping campaigns

Performance Max allows you, through an optimal combination of inventory and Google Ads formats, to meet the customer at the right time, because it is difficult to always know where the customer is because people move quickly from one device to another so automation helps them meet their customers at the right moment.

Performance Max will help you understand how your text, images, and videos resonate with customer segments, but also understand automation-based decisions and find levers to improve campaign results. With this, you will be able to adapt your campaigns and marketing strategy.

For example, if you are running a campaign for tents, you may find that camping enthusiasts are more interested in images of people camping than images of the tent. This will allow you to adjust your strategy.

Once your Performance Max campaigns have been created, each problem detected will be accompanied by a proposed solution in order to launch your campaign.

Here is the example of the Dime Beauty case from Google’s blog:

“Dime Beauty, a natural beauty and skincare retailer, was looking to acquire new customers while driving online sales of its product inventory. Dime launched the new customer acquisition goal with Performance Max and set a higher value for new versus existing customers. The retailer increased sales by 64% and increased its return on ad spend (ROAS) by 50% compared to its campaign before activating new customer acquisition. With the new customer acquisition objective, Dime even saw a 462% increase in new customers while maintaining its cost per acquisition”. said Google in its blog

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    2. Marketing Tech Updates

  • Pinterest Rolls Out Extension for e-commerce Platform WooCommerce

Pinterest has released a new extension that allows merchants on the WooCommerce e-commerce platform to convert their product catalogs into buyable product pins. The extension also records when users interact with products on Pinterest, so merchants will be able to determine their best-selling or most-registered items.

Once merchants install the extension, their entire product catalog will be uploaded to the Pinterest platform, and users will see the merchants’ buyable product catalog appear in their news feed.

pintere

  • Microsoft Advertising announces open beta for RSA ad customizers

RSA (Responsive Search Ads) customizers can help create more dynamic ads with more product information without requiring advertisers to manually edit text.

Microsoft Advertising announced that RSAs will be able to take advantage of ad customisers in this quarter’s open beta. Ad customisers were already available for Microsoft’s text ads and will now be available in the modern RSA ad unit.

RSA customizers can help create more dynamic ads with more product information in the ad text without requiring advertisers to manually edit the text. These enhancements allow marketers to create a huge number of ad variations in a single ad. These ads can be more targeted based on specific product details provided in the ad. This personalization can then lead to higher conversion rates.

Here are the custom attributes available for ad customizers:

  • Text: Product categories, product names, descriptions
  • Number: Number of products in stock, number of colors available
  • Price: Product cost and discount
  • Percentage: Discount rate and interest rate
  • Migration to Google Analytics 4

Google has announced the end of Universal Analytics properties in July 2023 and is therefore launching a migration tool to Google Analytics 4. Historical data will be available until December 31, 2023, and will then be destroyed.

  • Here are the highlights of GA4:
  • A cross-device measurement 
  • Flexible event measurement
  • Greater integration with Google Ads.

Here are the arguments put forward by Google:

  • Privacy and sustainability
  • Intelligent use of machine learning to gain insights into the customer journey across platforms and devices
  • Seamless and enhanced integration with Google’s advertising platforms to optimize campaign performance and increase marketing ROI

Here is the evolution of Google Analytics over time:

google-analytics-interfaces-ga1-ga4

    3. Social Media Updates

  • Twitter Accepts Elon Musk’s $44B Purchase Offer

Twitter announced Monday that it had agreed to sell itself to Elon Musk for about $44 billion. The world’s richest man would then be in charge of one of the world’s most influential social networks.

“Free speech is the foundation of a functioning democracy, and Twitter is the digital public square where issues vital to the future of humanity are debated,” Musk said in a statement Monday. “Twitter has enormous potential – I look forward to working with the company and the user community to unlock it.”

While Twitter isn’t the largest social media outlet, it is inordinately influential, as it is used by many politicians, public figures and journalists.

Musk is a heavy user of Twitter, he has over 83 million followers, he writes and shares many tweets all the time. 

In recent days, Musk has repeatedly emphasized that his goal is to support free speech on the platform and to work to “unleash” the “extraordinary potential” of Twitter, some people worry about misinformation, hate speech and other harmful content. He also said he wants to improve the platform’s functionality with new algorithms.

musk

Overall, here are the main changes Elon Musk plans to make to Twitter :

  • New options like an edit button for tweets,
  • Less spam bots
  • More flexible moderation rules
  • An open source algorithm for more transparency,
  • An exit from the stock market to make changes to the platform more easily
  • Instagram changes its algorithm: original content favored

Adam Mosseri, the boss of Instagram, announces that original content will be given priority in the algorithm to existing content that is simply reposted.

The Instagram manager explains that, “If you create something from scratch, you should get more credit than if you repost something you found from someone else. We’re going to do more to try to value original content more, especially over reposted content.”

The latter explains that it would be a problem for creators to overvalue aggregators, and would therefore in the long run, be bad for Instagram.

The goal is to highlight the content of creators, so the aggregator sites could, them, face a decline.

The problem is that it will not, however, be easy to distinguish an original video from a republished video, so Instagram says it will “continue to refine its ranking algorithm in this direction over time.”

  • Whatsapp announces communities

WhatsApp has announced a new Communities feature, the platform indeed wants to add new features such as emoji reactions, file sharing, group calls and many others.

The goal of the new community feature is to establish global communities with a description of what the community is for, which can then include a subgroup of a range of smaller chats.

As WhatsApp explains:

“Parents at a school, local clubs, and even small workplaces now rely on WhatsApp as their primary means of keeping people informed. These groups need a private means of communication, separate from social media, but offering more tools to facilitate real-time conversations than email or broadcast-only channels.”

bgt

WhatsApp has also added some new tools:

  • A range of administration tools, as well as moderation controls.
  • 32-person audio chats could be a good way to improve engagement 
  • With people able to intervene at any time
  • Instagram expanding Product Tagging in Feed to Everyone

How to add a product tag:

  • Start to create a post
  • Tap ‘Tag people’
  • Search and tag the brand
  • Tap ‘Products’
  • Tap photo to start tagging products
  • Hit ‘share’ to publish the post

insta

“Today, we’re expanding the ability to add product tags in Feed posts to everyone in the U.S.” Said Instagram in their blog. Product sharing becomes much easier as anyone can put product tagging in their posts allowing you to introduce your family or friends to new products they might like

This can also allow designers and brands to share how they use their products and inspire their community.

    4. About Frizbit

  • Frizbit will be present at the E-show in Barcelona

The E-show is one of the largest B2B and B2C trade fairs in Spain, dedicated to E-commerce that will take place on 4 & 5 May in Barcelona.

  • Frizbit event about the new era of digital marketing called “Cookieless”

Frizbit is organizing an event that will take place on the 10th of May in Barcelona in person, but you can also watch the roundtable online if you wish via a link.

In this lively panel discussion, the head of performance and project manager of JEVNET and the CEO of Frizbit will introduce the new era of digital marketing called “Cookieless” that we will be facing from 2023 onwards with the disappearance of third party cookies.

They will explain the challenges, alternatives and strategies that e-commerce companies should start considering in their digital marketing. The event will be held in Spanish. You can register on this link.

slack-imgs