Category: Digital Marketing Insights, Updates and Strategy in 2021

Digital Marketing News and Updates from October 2021

2021 has gone by extremely fast, we are already in the last quarter of the year and the most important dates for marketers are upon us: Black Friday, Cyber Monday and Christmas. That is why it is more important than ever to be informed about what’s new in the digital marketing world and use all tools available to carry out the best campaigns.

Here are the most relevant:

Digital Marketing News and Updates from October 2021

1. Search Marketing Updates

  • Shopify & Microsoft Team Up To Help Merchants Reach More Shoppers

Microsoft is aware of the significant increase in online shopping and the acceleration of e-commerce sites, that’s why they are looking for ways to help brands connect with consumers. With that in mind, they recently announced a partnership with Shopify. 

Shopify merchants can now reach more shoppers using the updated Microsoft Channel app available in their Shopify store. They will have access to more customers through the Microsoft Search Network and Microsoft Audience Network. 

Merchants can connect to the Microsoft Channel app using their Microsoft Advertising accounts or by signing up in a few steps. They can create new ad campaigns, access real-time reports in their Shopify store and all merchants’ products are automatically able to be shown on the Microsoft Bing Shopping tab and the Microsoft Start Shopping tab free as Product Listings.

This new feature is currently available just for Shopify merchants in the United States and Canada.

Microsoft states that soon they will be rolling out a checkout option via the Buy button “to help consumers quickly bridge the gap from discovery to purchase”. 

  • Google Mobile Search Updated With Continuous Scrolling

Mid October, Google announced to their blog The Keyword that Continuous scrolling is coming to Google Search on mobile devices. 

Google is always working towards helping people find what they are looking for easily and quickly. Making Search results browsing a seamless experience is a priority, and that is why they are introducing continuous scrolling on mobile devices.

Continuos Scrolling Google Search Mobile Devices

Now, when users conduct a search from their mobile device and reach the bottom of a results page, the next set of results will automatically load to offer more information. The reason behind this update is to save people from having to click on the “See more” button and make their browsing experience more pleasant.

“While you can often find what you’re looking for in the first few results, sometimes you want to keep looking. In fact, most people who want additional information tend to browse up to four pages of search results.” – Google Blog

The new Search experience is starting to gradually roll out today for most English searches on mobile in the U.S.

  • Google Rolls Out New Eco-Friendly Search Filters

Google’s rolling out new Search filters to help people make more environmentally-conscious decisions when looking for flights, hotels, routes or products. Google CEO Sundar Pichai announced a series of green initiatives from the company, and this new Search filter is one of them.  

Google Eco Friendly Filters

  • Google Flights Updates: an update to Google Flights will showcase information about carbon emissions in SERP. The information will be displayed next to the price and duration of the flight. 
  • Hotel results: when looking for a hotel, users will now see information regarding their sustainability efforts such as waste reduction and water conservation measures, and whether they’re Green Key or EarthCheck certified.
  • Environmentally Friendly Appliances: a Google Shopping update will help shoppers find the most environmentally friendly options when looking to buy appliances by displaying the most sustainable products. 
  • Eco-friendly Routing in Google Maps: from now on in the U.S and in Europe from 2022, Google Maps will show you the most fuel efficient route to choose from. Google estimates that by doing this, they could help save over one million tons of carbon emissions per year.

Google says that all these efforts are aimed towards being more sustainable and helping contribute against climate change:

In all these efforts, our goal is to make the sustainable choice an easier choice. At the individual level, these choices may seem small, but when people have the tools to make them at scale, they equal big improvements. We’ll need nothing less to avert the worst consequences of climate change, and we’ll continue to find ways our products can help.

2. Marketing Tech Updates

  • Free AI Content Optimization Tool by MarketMuse

MarketMuse is a platform built to accelerate the content research, creation, and optimization process using AI and they recently launched a free version of their software.

This tool is designed to help content creators plan and optimize their writing with helpful insights powered by artificial intelligence and machine learning. The new free version is very similar to the paid one and contains the primary features of MarketMuse, the only difference is that, with the paid version, you can focus on more queries. 

The new version is thought out to help small sites with up to 35 queries a month and it offers the following features: 

  • Optimize
  • Connect
  • Compete
  • Research
  • Questions

Many MarketMuse users have reported the tool to be a complete game changer for their content marketing strategy:

In my opinion, MarketMuse is useful for every business that is doing content marketing. Using MarketMuse, you can create in-depth content that is valued by readers and considered authoritative. I used MarketMuse as an experiment on one of my sites, and my organic traffic grew by 400% in less than 6 months. – Israel Gaudette, Full-time affiliate marketer and founder of the Link Tracker Pro rank tracker.

  • Google For Creators Is Here To Help Publishers Get Found & Make Money

Google is introducing Google for Creators to offer personalized guidance, product recommendations and inspiration for creators. 

In a recent blog post Google announced the launch of a new tool to help content creators learn, grow and get inspired. The objective is to bring audiences closer to the content the like and enjoy, at the same time it helps creators reach and connect with more people. 

Google for Creators shows how the web can become part of your content mix. A quick quiz on the homepage provides personalized recommendations with topics most relevant to you. So if you’re just getting started, the quiz might recommend that you check out guides for finding a niche or creating a content strategy. Or if you’re a more seasoned creator, you might see recommendations for learning how to grow your audience and make more money. – Google Blog

The tool is promised to be useful for all types of content creators, new ones or more experienced ones. The quiz will offer relevant insights and recommendations on how to find a niche, planning a content strategy and how to grow your audience. 

Google will release more features in the coming months. 

  • WordPress Releases Gutenberg 11.6 

Early October WordPress released Gutenberg 11.6 fixing bugs and making important changes and improvements. Gutenberg is a WordPress site builder with drag and drop functionality to design interfaces. 

Gutenberg is rolling out in a four phase development process and it’s currently in the second one. This builder is aimed to “to revolutionize the entire publishing experience as much as Gutenberg did the printed word”, according to the description in its plugin page. 

The 11.6 version includes:

  • Site Logo cropping and rotating within the editor: users are now able to adjust their websites’ logos directly within WordPress. Before this update the image used as a logo had to be edited before loading it in the site. With the Site Logo block’s toolbar that won’t be necessary anymore. 

Wordpress Rolls Out Gutenberg 11.6

  • Locking control at block level: this new feature allows designers to lock individual blocks to prevent them from moving or accidentally removing them. 
  • Query Pagination uses Flex Layout: the new Gutenberg version improves the Query Pagination block to support the flex layout.

There are other notable improvements and changes with Gutenberg 11.6 such as basic support for child themes, enhancements to the writing flow and much more that you can check out in detail here

3. Social Media Updates

  • Facebook Has New Communication Tools For Businesses

Facebook is rolling out changes and improvements targeted to small businesses. These updates are coming just in time for important marketing dates such as Black Friday and the holiday season which reportedly counts for 20% of annual revenue for small businesses.

Let’s sum up the new features:

  • Video and Audio Calling on Messenger: Facebook is testing business audio and video calling with some businesses using Business Inbox in Messenger. This feature allows them to connect directly with their customers right from the platform in order to facilitate transactions.

Facebook for Business Audio Calls

  • Live Audio Rooms: earlier this year Facebook launched Live Audio Rooms as their own version of ClubHouse appa. They are now making it available for small businesses to host live conversations on topics they consider relevant for their target audiences. 
  • Expanding Appointment Booking Globally: the appointments feature on Facebook is an easy way for customers to book appointments with local service providers, and for businesses to manage their bookings. From now, Facebook is gradually making Appointment books available to all small businesses, globally.

Facebook Book Appointments

  • Personalized Ads: Facebook wants to let people know they are supporting a small business when they come across a small business ad, so they are testing the display of an informational message in the feed that lets people know they liked or loved a small business ad. According to Facebook “The message explains how engaging with an ad from a small business can help the business continue to find new customers and grow.”

Facebook Small Business Personalized Ads

 

  • Instagram Adds More Demographic Insights For Businesses

Instagram is introducing new audience insights as a way to give content creators and professionals the tools they need to make more money doing what they love on the social media platform. They are rolling out: accounts engaged, engaged audience, reached audience and new transparency for creators who partner with brands.

  • Accounts Engaged and Engaged Audience: the “accounts engaged” feature shows the number of people that interacted with your content in a specific period of time. Instagram is also adding demographic insights to help professionals have a better understanding of their audience. 

Instagram Accounts Engaged

  • Reached Audience: Instagram is adding new information about reached audiences also adding important demographic insights such as top cities, top countries, top age ranges and gender. 
  • Transparency for Creators: Instagram is going to give more visibility to creators who partner with brands to create collaborative content. “When a brand promotes a creator’s post with the paid partnership label or creates an ad without a pre-existing post, that creator will now be able to see the performance of that ad including reach, likes, comments, saves and shares.”
  • Instagram Tests new “Add Yours” Sticker for Stories

If you hang out a lot on Instagram you might have already come across the new “Add Yours” sticker in someones’ story. 

Instagram rolled out this new sticker as a way to create chains of content in the app. It works like this: a user uploads a story and inserts the “Add Yours” sticker of a certain topic. Then when another user sees it, they can click on it and their own input to the topic, thus creating a chain of content. 

For example, someone can create a prompt about their favorite Italian restaurant, share it, and then other users can add their own favorites. This is a great way for brands to connect and reach new audiences. 

Even though the sticker is limited to users in Japan and Indonesia, once a prompt has been created, anyone can participate. 

This are the most relevant Digital Marketing News and Updates from October 2021

There were many updates in search, tech and social media marketing this past month and certainly many interesting features to try for next big dates like Black Friday, Cyber Monday and Christmas. 

Did you have a favorite? Let us know in the comments!

You can also find useful:

Top 2021 Black Friday Digital Marketing Strategies for Your E-commerce

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

These are the topics we will cover today:

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

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

1. General Tips for you Black Friday Digital Marketing Strategy

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

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

2. Black Friday 2021 shopping trends: 

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

Where do people buy? 

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

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

2021 Black Friday Digital Marketing Strategies

Source: blachfriday.com

Black Friday Marketing Ideas

Source: similarweb.com

When do people buy?

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

What do consumers want?

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

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

3. Which Channels Should You Use?

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

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

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

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

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

a) Timing

b) Incentives

c) The element of surprise

d) Innovation

e) Social and environmental responsibility

f) Content and Design

g) Engagement

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

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

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

Example 1: Walmart 

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

Walmart Black Friday Strategy

Example 2: Frank and Oak

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

Black Friday Marketing Ideas

Example 3: Kopari

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

Black Friday 2021 Marketing Ideas

Example 4: Zippy

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

Black Friday 2021 Digital Marketing Ideas

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

Example 1: Doggyloot

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

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

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

Example 1: Shinesty 

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

Black Friday Examples and Ideas

Example 2: KVD

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

Black Friday Campaign ideas

 

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

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

Example 1: Chubbies

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

Black Friday Campaign Strategies

 

Example 2: Cards Against Humanity

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

Black Friday Marketing Ideas

Black Friday Digital Marketing Examples

Example 3: Death Wish Coffee

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

Black Friday Digital Marketing Ideas

Black Friday Digital Marketing Ideas

 

d) Innovation: Offer things not usually on offer

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

Example 1: Bath and Body Works

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

Black Friday Ideas for 2021

Example 2: Cartier

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

Cartier Black Friday Example

Example 3: Community Forklift

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

black-friday

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

 

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

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

Example 1: Deciem

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

Black Friday Original Ideas

Example 2: Birdsong

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

2021 Black Friday Ideas

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

 

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

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

Example 1: Hermes 

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

Black Friday 2021 Strategies

Example 2: Asos

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

Black Friday Discounts

Example 3: Chubbies

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

Black Friday Promos

Example 4: Target

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

Black Friday 2021

 

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

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

Example 1: Phoenix Productions 

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

Black Friday Raffle

Example 2: REIs #optoutside campaign

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

Black Friday 2021 examples

Example 3: MeUndies 

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

Black Friday Event

Conclusion: 

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

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

Since you are already here, check out:

Digital Marketing News, Insights and Updates for September 2021

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

Digital Marketing News, Insights and Updates from September 2021

1. Search Marketing Updates

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

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

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

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

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

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

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

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

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

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

 

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

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

  • Microsoft Advertising Launches Open Beta for Credit Card Ads 

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

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

Credit Cards Microsoft Advertising

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

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

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

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

2. Marketing Tech Updates

  • Shopify Launches Shopify Markets to help Internationalize Stores

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

Shopify Markets

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

By entering, merchants can: 

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

Shopify Markets is already available in early access globally. 

  • HubSpot Partners with Envato 

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

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

HubSpot Partners with Envato

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

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

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

  • Intuit Confirms Deal to Acquire Mailchimp

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

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

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

3. Social Media Updates

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

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

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

Twitter tips Bitcoin

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

This is what Twitter had to say:

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

  • Facebook Launches New Tools for Businesses

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

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

Facebook Click to ads messaging

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

instagram whatsapp conversations

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

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

  • YouTube Adds 5 Features for Creators

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

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

Digital Marketing News from September 2021

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

If you want to keep reading…

Remarketing: Everything You Need to Know

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

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

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

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

1. What is remarketing?

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

What is Remarketing

2. Is remarketing the same as retargeting?

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

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

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

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

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

3. Why should you use remarketing?

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

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

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

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

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

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

Remarketing Methods

a) Display Ads

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

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

How do you set up display ad campaigns yourself:

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

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

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

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

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

Strategies for targeting the right people

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

Let’s look at the example of user A:

Remarketing Display Ads Example

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

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

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

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

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

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

b) E-Mail and SMS- Remarketing

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

Email and SMS Remarketing

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

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

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

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

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

Let’s look at the example of User B:

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

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

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

Email Retargeting Example

 

c) Web Push Notifications

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

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

Web Push Notifications for B2B

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

Mobile and Desktop Web Push Notification

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

Let’s look at the example of User C:

User C opens your site to look for shoes. 

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

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

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

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

Web Push Notification Remarketing

5. How does Web Tracking work?

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

a) How does the tracking through cookies work? 

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

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

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

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

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

6. Which remarketing method should you use?

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

Remarketin Channel Comparisson

To summarize:

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

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

There are 3 main methods of doing remarketing:

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

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

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

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

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

Digital Marketing News, Updates and Insights from August 2021

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

Here are the most important:

Digital Marketing News, Updates and Trends from August 2021:

1. Search Marketing Updates

  • Google Shares Insights on how they Generate Page Titles

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

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

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

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

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

  • Google Simplifies Page Experience Report in Search Console

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

Digital Marketing News from August 2021

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

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

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

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

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

Digital Marketing News from August 2021

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

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

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

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

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

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

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

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

2. Marketing Tech Updates

  • Salesforce Announces Integrations with Slack

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

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

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

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

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

  • Google Ads Editor Rolls Out New Features

Digital Marketing Trends August 2021

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

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

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

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

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

  • Microsoft Ads Updates Several Features

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

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

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

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

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

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

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

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

3. Social Media Updates

  • TikTok Introduces Shopify Shop Tab for Approved Merchant Profiles

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

Digital Marketing Trends August 2021

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

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

  • Facebook Messenger Adds 4 New Features

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

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

Digital Marketing Trends 2021

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

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

Digital Marketing Trends August 2021

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

  • YouTube Rolls Out 3 Updates for Creators 

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

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

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

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

August had many digital marketing updates…

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

Make sure you also read: 

Digital Marketing News, Insights and Updates from July 2021

Happy summer, everyone! July is finally here and (and least us) couldn’t be happier. Summertime is usually a slow work season, but that hasn’t stopped the digital marketing world and there is a lot to cover this month. 

We have summed up the most important:

Digital Marketing News, Insights and Updates from July 2021

1. Search Marketing Updates

  • Google Launches Free Deals Listings in Search Results

As we always do, let’s begin with some updates from Google. This month Google is rolling out a new feature that gives online retailers in the US more ways to reach customers who are seeking discounts and special offers.

Digital Marketing News July 2021 free-deals-listings-2

 

Google reported a 50% increase in searches for “discount codes” since the previous year. This means that customers are looking even more for ways to save money and shop at discounted prices. 

In response, Google is launching new features that allow e-commerce sites a new way to list deals in search results: 

  • Competitive prices are highlighted in the shopping tab of search results
  • Google Search will showcase the most important offers for sales such as Black Friday and Cyber Monday (in October)
  • Google will showcase offers based on information regarding the discount, product popularity, site’s popularity and other factors. 
  • An upcoming update will make it possible for deals to show on the main results page whether retailers pay or not for advertising. 
  • Retailers are now able to customize their offers and indicate specifics, suchs as if a deal is only available for certain customers. 
  • Sellers reports are updated with “Historical Best Seller Data” and “Relative Product Demand”
  • Google Share 5 Insights Into Appearing in Google News

As you know, Google is always on top of users and site owner’s need to help them have the best online experience possible. So, this time Google is answering the most common questions and doubts about how news are shown in News and Search, giving valuable insights to help site owners have a better understanding on the subject. 

The 5 most common questions are: 

a) Where does news appear on Google

Google says that news content can appear on Google News, Google Search, Google Assistant, YouTube and Discover. Google News includes two ways information can be displayed: the “For You” feed that contains specific stories based on user interests, and “Headlines” which show stories for all users from a particular region.

Digital Marketing News July 2021

There is also Google Search that includes the “Top Stories” carousel highlighting relevant news on timely topics, and the “News” tab that narrows the results to focus on specific queries. 

b) How do I know if my site is eligible to appear in Google News?

Google states that all sites are automatically eligible for Google news in Search without any application requirement. They emphasize that the important thing is for sites to produce relevant content with high levels of expertise, authority and trustworthiness, with a history of producing original news and that complies with Google’s News Policies. 

c) How can I check if my site is appearing?

The best way to know if your site is appearing, is to look at the performance reports on Search Console by filtering for Google News and Google Search. These insights will indicate if your site is getting traffic from boths sources. 

d) Can I do something to improve my visibility?

The ranking of sites is automatically determined by different factors such as relevance of the content, freshness, location and language. Publishers can access the Publisher Center to define certain aspects about their site that can help Google to Index it. 

However, eligibility is always determined by an automated process, which means that being approved and submitting content does not directly mean that it will appear in Search Results, Google News or News surfaces. 

e) If I follow everything Google says, why am I still not appearing?

According to Google one of the keys is to constantly produce relevant, original content that can be automatically detected by their systems and become more eligible if the site has risen to meet their criteria. 

  • Google Launches Free Tools for Travel Marketers

We have mentioned in previous articles that global searches related to travel information, like “where to travel”, “can I travel” and “covid travel restrictions” are at a peak for some time now. 

Travel Insights with Google is being launched in the US as an effort to answer the travel industry needs and help businesses with free tools they can use to improve their marketing efforts and overall service. It includes:

  • Destination Insights: provides information regarding the top demands per destination. It allows travel marketers to view demand data related to specific countries on specific dates.
  • Hotel Insights: analyzes search trends that identifies where users are coming from and allows marketers to create stronger digital presences segmented to fit said information. 
  • Focusing Facts: this information is nested within the Destination Insights and displays data related to queries suchs as “fastest growing destinations globally” gathering previous 84 days of data. 
  • Demand Sizing: also a part of Destination Insights. It allows filters to compare interests amongst various countries. 

2. Marketing Tech News

  • Vimeo partners with TikTok

The video software company has joined as a TikTok Marketing Partner. The social media platform users can now access Vimeo’s suite of video creation tools and still benefit from its broad user base. 

Both companies ran tests previous to the release of the partnership and saw that participants were able to highly increase the number of videos they create and reach a 50% higher click through rate of their campaigns. 

The main objective of this partnership is to help small and medium businesses create more content with better tools. Melissa Yang, head of ecosystem partnerships at TikTok said:

 “As small businesses recover and rebuild after a challenging year, TikTok is working on ways to make it easier to reach their community and grow their business. Our partnership with Vimeo provides small businesses with simple, effective video tools that rival what the biggest brands in the world have access to — and they drive real results.”

Vimeo and TikTok also invited some small businesses to try out a new AI-driven video production tool called Vimeo Create. A tool designed to advertise on TikTok and help brands produce creative content that adjusts to the platform without needing to rely on a production studio. 

Brands have reported great results and say they plan to keep running additional campaigns on TikTok. 

  • Hubspot Reports an Increase on Marketing Automation  Techniques

Marketing automation keeps gaining ground as chatbot usage has more than doubled in the UK as a valid option to engage with customers since 2020. Hubspot has reported so on their Not Another State of Marketing Report 2021

One of the main reasons marketers are betting more and more for automated solutions, are the market shifts provoqued by the Covid-19 pandemic and the need to offer customers the most tailored virtual experience possible. 

“The different types of automation, across various industries, can provide marketers with a range of skills to improve their return figures and therefore a number of AI tools must be used, as opposed to one.” – Scott Brinker. VP of platform at HubSpot

The same way, live video is also becoming more popular with an increase of 40% marketing tactics using it in 2021, compared to 17% last year. Pandemic and consequential lockdowns have forced a shift on content production to be designed for virtual audiences, along with an increase on the time consumers are spending watching videos.

These changes are forcing marketers to adapt and shift the way they create content and how they engage and communicate with their audiences. Implementing automation strategies provide solutions to adjust marketing techniques to the times we are facing and to what customers are expecting from brands. 

  • Google partners with GoDaddy

Google has announced a new partnership with GoDaddy with the purpose of helping e-commerce sites gain more online visibility. Google wants to help businesses get discovered easier and to connect better with shoppers by making e-commerce more open online.

Digital Marketing News July 2021

With the new partnership, GoDaddy online stores are able to integrate their product inventory across Google with no additional costs. GoDaddy sites can now be discovered through Search, Shopping, Image Search and YouTube. 

Merchants can upload products directly to Google, create listings and ads all within the GoDaddy’s Online Store. By partnering with e-commerce platforms, Google aims to help more businesses to engage with shoppers that want to discover new products and brands online. 

3. Social Media Updates

  • TikTok Launches 8 new Features for Livestreams

Digital Marketing News July 2021

TikTok users who livestream have doubled during the past year. Taking note of this, the platform is rolling out eight new features to improve live streaming experience for both broadcasters and viewers:

  • Schedule: users can now schedule, manage and promote livestreams in advance. 
  • Picture-in-picture: this new feature allows users to pinn the livestream to a corner of their screen while they freely navigate. 
  • Go live with a friend: a new feature called “Live Together” allows two users to broadcast live on the same stream. 
  • Live Q&A: this feature allows creators to engage with their audience by answering questions live in real time.

Digital Marketing News July 2021

 

  • Top streams: TikTok wants to make it easier for users to find and tune into live streams from the “For You” and “Following” pages. Live sessions will also be discoverable through Chat, Gaming, Talents, Fashion and Daily Life. 
  • Moderators: before livestream, users can assign a person to help them moderate the session by going to Settings on the right side of the stream launch screen. Features like muting viewers and removing disrespectful comments will be added in the upcoming weeks.

Digital Marketing News July 2021

 

  • Keyword filters: streamers can now mute words they choose during live streams by going to settings. They can also turn off or add limits to the comments. 
  • Harmful comments alert: before posting a comment that TikTok detects as disrespectful, users will be prompted to reconsider their language and how they will be received by the streamer. 
  • Pinterest adds Feature for Users to Make Money With Affiliate Links

Pinterest wants to help content creators to earn money through the platform by making it possible to get commissions with affiliate links. When a user tags a product on a pin idea and another user clicks on the link, the one who posted it will receive a commission. 

The platform has reported that “users are 89% more likely to exhibit shopping intent on products tagged in idea pins than on standalone product pins.” The same way that engagement with idea pins is much higher than standard pins. 

By simply tagging products on their idea pins, Pinterest creators can control the shoppability of their content. This feature will be available to business accounts in the United States and will continue rolling out to other countries in the next few months. 

  • Twitter Tests Voting on Tweets

Twitter is constantly adding or trying out new features, and this time they are experimenting with an option that allows users to “down vote” or “up vote” a reply within a Twitter conversation.

Digital Marketing News July 2021

The same as other social media platforms offer multiple icons for users to express how they feel about a post or a comment, Twitter has announced they want to try out a voting feature only available for Tweets replies. 

Twitter says that, for the meantime, this is only a feature destined for research, that doesn’t qualify as a dislike button and only the owner of the down vote will be able to see it. Twitter also clarified that this experiment, as they call it, has the intent to inform the platform about the relevancy of the conversations.

This feature will only be available for iOs. 

If you liked this summary of the most important Digital Marketing News, Insights and Updates from July 2021, we got more for you to read!

6 Ways to Drive Traffic to Your E-commerce Website

If people don’t see it, they won’t buy it. 

You might have the best products, with top quality and an amazing e-commerce site with the most seamless shopping experience ever created. However, if you don’t get people to visit your site, you won’t make any sales. 

Of course the amount of traffic is not everything, quality matters. But the more people visit your website, the more likely you are to make a sale. Hence the importance of having a strategy that covers as many flanks as possible to drive traffic to your online store. So, this time we would like to share with you:

6 Ways to Drive Traffic to your E-commerce Website

1. Attract your target audience with Content Marketing
Blog Post Images
There are many types of content you can create: 

  • Blog posts
  • Whitepapers
  • Success stories
  • Videos
  • Infographics
  • Tutorials

Content marketing is great for both big and small businesses. It doesn’t require a huge money investment and you can use the channel and the type of content that best suits your industry, your audience and and your brand. 

One of the keys to a successful content marketing strategy is consistency through time. One blog post a year is not going to do anything for you, you have to constantly create and publish relevant content that’s aligned with your target audience interests in order to see results. 

2. Work on your SEO

How to Drive Traffic to Your E-commercce

People are going online right this minute looking for your product. You need to do everything you can to make sure your online store appears in the top results of those searches and one of the ways to do so is optimizing your SEO. 

Search Engine Optimization (SEO) is the process of combining different techniques that help improve the position of a website in search engine results and gain more visibility. The cornerstone of SEO are keywords, the words or phrases your target audience uses to find products like yours. 

You need to take your time and do a lot of research to find out which keywords suit you and are the most used by your target audience so you can focus your SEO efforts on those specific ones. There are a lot of online tools you can use to identify keywords such as Google Trends, Ubersuggest or Semrush

Once you have identified the keywords you want to target, you need to add them to your website’s content and metadata: slugs, SEO title, SEO description, images ALT description and headings (H1, H2, H3). It is also a good idea to create content that focuses on specific ones that are the most valuable to you. 

Just remember that, as the same as for content marketing, SEO optimization is a job that requires a lot of time and consistency in order to show results. You have to be patient and work on it constantly. 

3. Run paid ad campaigns

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As we mentioned before, for people to visit your website, you need them to see your website. You need to get your online store in front of your target audience and paid ads campaigns are a way to do  just that. 

With SEO you gain traffic organically via search engines, while with ads, you pay different channels to show your site to your potential customers. You can choose to advertise on social media or on search engines and do retargeting campaigns to customers that are most likely to complete a purchase. 

For social media ads, each platform has its own system and they are very simple to use and set up campaigns is very easy. You can segment your audience by age, language, country and serve them tailor-made ads that have higher chances of getting clicked. 

The good thing about social media advertising is that you don’t necessarily have to have a big budget. You can promote posts to a very big audience with little money spent and achieve great results. This makes social media ads a great option for small businesses that want to get their brand out there with smaller budgets. 

The other option is to advertise on Google using Google ads. The downside of these paid ad campaigns is that it might be quite challenging to get good results if your budget is not as big as your competitors’. Google ads campaigns work with bids for each keyword you want to target. If your competition puts in a higher bid for the same keyword you are focusing on, their ad will show above yours because they win the bid and your ad won’t show.  

4. Send web push notifications to bring users back

Blog Post Images

Web push notifications are a great addition to any marketing strategy aimed to increase traffic to an online store. This channel allows online businesses to send messages and connect with anonymous users through browser-based notifications even when users have left the website. 

There are two types of web push notifications that can bring users back and increase traffic:

  • Automated web push notifications: notifications that are triggered by individual user behaviour and delivered automatically with hyper-personalized messages based on users’ actions on the site. They are great for recovering abandoned carts when users leave without completing a purchase and you can create as many triggering scenarios as you want suchs as: category retargeting,  product retargeting, cross selling or recurrent purchase reminders. 
  • Manual web push notifications: these bulk notifications are the equivalent of newsletters. They are sent to all users’ databases and are great to inform about offers, promotions or limited time flash sales like Black Friday. They are amazing at generating lots of traffic very quickly. 

The best thing about web push notifications is that, unlike paid ads, there’s no bidding competition or cost per click. Frizbit charges for number of unique sessions with no limit on the amount of notifications that can be sent. 

This makes web push notifications a great option for all business sizes, being extremely profitable for e-commerce sites. 

5. Social Media Marketing

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According to a recent study, out of 7.82 billion people in the world, 50.64% of the population use social networks, regardless of age or internet access. This can easily be translated into: if you have an e-commerce and want to connect with your target audience, you must have a social media presence. 

The first thing you need to do when planning your social media marketing strategy for e-commerce is to identify which platforms suit your brand the best. Depending on the products you sell and your target audience, you will find more and better use to a specific social media channel over the others. 

Once you have decided, you are ready to start working on your editorial calendar and start sharing your content that will ultimately lead traffic to your e-commerce site. Keep in mind that the main purpose of social media is to create a community around your brand: take part in conversations, reply to comments and really engage with people. These actions will help you reach your purpose of driving traffic to your website. 

6. Referral programs

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All of the tactics we mentioned above are great proven ways to drive traffic to your e-commerce website, but none will ever be as powerful as mouth-to-mouth marketing. That is why encouraging customer referrals is still one of the most effective ways to drive traffic to your e-commerce website. 

Having good quality products and ensuring a great customer experience will help you get good comments, reviews and possibly, recommendations. But why stop there? Give your customers more reasons to talk good about you and make them want to recommend your products to their friends and family with customer referral programs. 

The thing is people trust recommendations from people they know and you can benefit from that by offering your existing customers a special benefit or reward from purchases made by their friends. 

This will be a win-win-win situation: you will get new customers and increase loyalty from existing ones and they will get a discount from products they like. 

To sum up…

By combining these tactics and tailoring them to your own business, you can drive traffic to your e-commerce website whether you are a small or big company. Don’t get overwhelmed trying to apply all techniques and once, it is best that you start slowly but with a good plan and scale it accordingly to your needs and requirements. 

Remember that, with most of these tactics, patience and consistency are key to success!

Make sure you also read:

Digital Marketing News, Updates and Insights from June 2021

Digital marketing never sleeps and neither do marketing professionals when it comes to keeping up with trends, news and updates. Between coming up with new and innovative ways to catch people’s attention and not missing any news from Google, finding time to shut an eye might seem impossible. 

So here we are, gathering and sharing with you the most important:

Digital Marketing News, Updates and Insights from June 2021

1. Search Marketing Updates

  • Google delays third-party cookie phaseout one more year

In a recent blog post, Google updated us about their progress on their intention to eliminate third-party cookies. They announced that, even with the considerable progress they’ve had with Project Sandbox, more time is required to get things right. 

The aim of this project is to protect people’s privacy online, while still offering companies the tools they need to do digital business. Google believes that the online community needs “to come together to develop a set of open standards to fundamentally enhance privacy on the web, giving people more transparency and greater control over how their data is used.”

To achieve this, they feel the need to move at a slower pace to be more responsible. Google wants that boths users and publishers are protected, by making sure that cookies are not replaced with any sort of individual tracking or fingerprinting, and that advertisers have enough time to migrate their service and preserve their business models. 

We must take time to evaluate the new technologies, gather feedback and iterate to ensure they meet our goals for both privacy and performance, and give all developers time to follow the best path for privacy. – Google Blog

They stated that key technologies will be deployed for Chrome late 2022 and start phasing-out third party cookies by mid 2023 ending late 2023. 

  • Google ads new feature that helps businesses display their information

Google is constantly updating and creating new tools to help businesses show more accurate and detailed information in Search and Maps so owners can easily connect with potential customers.

You can add details, such as contact information and opening hours, and create Posts to share updates, like special offers or new offerings, right from Google Search. Starting next week, you’ll also be able to create Posts about upcoming events including when and where they’re happening. Google Blog

New features allow businesses to change and share information directly from Search and Maps. They include:

  • Easily show your services: businesses can now use the Edit Profile menu on Search to display their services. It’s even possible to show specialties if you offer personal care services, for example. For restaurant owners that work with Reserve Google, they can enable online bookings through their Business Profile.

Digital Marketing Trends June 2021

  • Accept takeout and delivery orders: Google reported a 230% increase in food ordering since last year. To adapt to this demand, Order with Google allows businesses to accept takeout and delivery orders through their Business Profile. Restaurants can also update their menus directly on Search and Maps.

Digital Marketing News June 2021

 

  • Automatically update your inventory: Google Searches for “who has” + “in stock” have grown by more than 8,000% year over year, which shows that shoppers are searching for products online before they head to the stores. As a response to this, eligible retailers in the U.S will be able to “get all their in-store product inventory automatically added to their Business Profile by signing up for Pointy from Google right from Google Search”. With this tool you can scan your products and they are automatically added to your Business Profile.
  • Brave search engine launches public beta

Creators of Brave, the browser that puts user’s privacy first, have launched Brave Search Engine in a global public beta. They have announced it as a “real alternative to Google” that’s private, transparent and doesn’t surveille users.

Brave Search Engine Digital Marketing News

Brave’s search engine works completely independently from Google, it uses its own independent index of the web. It’s available for desktop and mobile devices in any browser at search.brave.com

This search engine doesn’t collect user data which makes it impossible to sell, share or lose. They also claim to offer real transparency by not using any type of “secret algorithms” to show search results: We rely on anonymous community contributions to refine results, and community-created alternative ranking models to ensure diversity. 

The engine was developed by the former Cliqz Team as the company announced back in March of this year. 

2. Marketing Tech Updates

  • Google Integrates with WooCommerce for easy Product Uploads

WooCommerce has launched an extension that allows sellers to upload their products to Google for free. This means that online retailers will have the opportunity to get discovered by more shoppers through Search, Shopping, Images, and YouTube.

By connecting a WooCommerce store with Google Merchant Center, all products and their information will be listed on  search results on Google. All the product’s details will be automatically updated when any changes are made on WooCommerce. 

It’s completely free to list products in the Google Shopping tab, and retailers also have the option to pay for ads if they wish to have more visibility. 

Through the new Google extensions, sellers have total control of their products listing, performance and analytics without needing to leave the dashboard and the opportunity to reach more users without extra work. You can get the extension here!

  • Google Announces New Ads Creative Studio

With the intention of offering designers, agencies and brands better ways to work and create ads, Google has announced the launch of Ads Creative Studio. A platform to unify all of Google’s creative advertising tools. 

The objective is to help creative teams increase productivity and to simplify the process of designing compelling ads. Google says on their blog that “Ads Creative Studio will bring together a number of creative tools previously found across products like YouTube, Display & Video 360 and Campaign Manager 360. “

Ads Creative Studio features include:

  • Director Mix: this feature allows to create different versions of a YouTube video for different audiences with swappable elements.
  • Dynamic display and HTML5 tools: they allow you to generate customized and interactive creatives for Display & Video 360 and Campaign Manager 360.
  • Audio Mixer: that allows you to create tailored audio ads for Display & Video 360.
  • Shopify rolls out Product Updates for Shopify Developers

This month Shopify announced a series of updates for developers:

  • Subscriptions support for PayPal Express: the launch of this feature represents the first additional payment gateway support after Shopify Payments with the hopes of offering support to more sellers around the world. 
  • Partner-initiated app refunds: before this update, partners had to contact Shopify Support to issue refunds. Now, they can handle them directly through the Partner Dashboard.
  • VAT changes for ecommerce purchases made within the EU: in order to help merchants comply with changes made to tax regulations for ecommerce purchases made within the EU, Shopify is adding new options to the tax settings. 

3. Social Media Marketing Updates

  • Twitter is adding Subscribe Button to profiles for Newsletter Signups

In January 2021 we shared the news about Twitter acquiring newsletter platform Revue to help content creators share and monetize their work. As it was to be expected now Twitter is adding a new Subscribe button to profiles so people can sign up to newsletters. 

Twitter Subscribe Button Digital Marketing News

The button will appear on the user’s profile next to the mutual followers section. When signing up, the subscriber will receive a message letting them know that their email address will be sent to the newsletter owner and have the chance to take a sneak peek at the content before finally agreeing to sign up. 

This new feature will be available to all users that have a Revue account. 

  • Instagram Announces New Features for Creators to Make Money

Instagram has become a business platform for a lot of people. With this in mind, they have announced the launch of three major new features to help content creators make money: Creator Shops, affiliate commerce, and a “branded content marketplace.

  • Creators Shop: creators shop is designed for those who want to sell products using their personal profiles. It can be done in two ways:
    • Existing products can be linked to both personal and business accounts
    • New shops can be set up through the Instagram app linking their account to one of Instagram’s merchandise partners: Bravado/UMG, Fanjoy, Represent, and Spring. This feature will be available for creators in the US at the end of the year.

Instagram Creators Shop Digital Marketing News

  • Affiliate Commerce: this program aims to help creators gain a commission payment within the app when they generate a sale for a brand through a post in their accounts. It will feature a label indicating users that they will support the creator with their purchase.

Instagram Affiliate Program Digital Marketing News

  • Branded Content Marketplace: this feature is designed to help brands connect with content creators and influencers that match and align their work. Head of Instagram, Adam Mosseri said “We should be able to help brands find creators that are uniquely aligned with the work they’re trying to do and vice versa. If we can help with matchmaking, we can help drive more dollars to the smaller creators who can do amazing work for brands.” 
  • Facebook Launches 4 New E-commerce Features 

Facebook is introducing new features to help online shops reach more people, get their products discovered and increase sales:

  • Facebook Shops in More Places: online shops can now choose Marketplace as an additional channel to Shop tabs on Instagram and Facebook to sell their products. 
  • Customer reviews: customer ratings will be expanded to products in Shops on Instagram with photos and videos from the community.

Social Media News Facebook

 

  • Personalized shop ads: Facebook is launching new ads to personalize customer’s shopping experience and send them to curated collections based on their shopping history where they are most likely to make a purchase. 
  • Expanded Access to AR Try-On Feature: Facebook is developing APIs to help more brands have access to augmented reality features that bring the “in-shop” experience to users online. They are also adding AR to some types of ads to encourage people to try on suggested products. 

AR Facebook Shopping

Which digital marketing news from June 2021 surprised or interested you the most?

Make sure to also read: 

How can Marketing Automation Help you Sell More

Marketing Automation is the answer to marketers’ pleas for a method that efficiently allows continuous business growth without additional workload or the need to allocate extra resources. 

All businesses, whether big or small, are constantly trying to increase productivity and improve processes. With the surge of so many new platforms and channels, it is very difficult to reach target audiences at the right time with the right message to cause an impact that leads them to conversion.

Leaving aside these external factors, in many cases the business own growth can become a problem. Let’s say your business has scaled a lot very quickly and you are receiving an overwhelming amount of queries daily but you haven’t optimized your processes. This causes you to neglect a lot of messages and leave hundreds of customers hanging without ever getting a reply. 

What does this say about you and your business?

It doesn’t look good and all of those customers are surely going to go for the business that did reply to them in a timely manner, even if your solution or product is much better than your competitors. 

So, what’s the answer to this issue? How can you ensure your business grows while maintaining excellent customer experience with the same resources and less time? The answer is marketing automation

What is marketing automation?

Marketing automation is the improvement of processes through software that automatically performs certain tasks normally done by people. This can include social media management, email marketing, lead generation, marketing campaigns and more. 

Through marketing automation businesses can respond better to both potential and current customers providing them a better user experience with personalized treatment that leads to a long-term relationship. 

There are different types of Marketing Automation you can apply to your business:

  • Customer relationship management automation software (CRM)

What Is Marketing Automation

This makes reference to CRM platforms that allow businesses to automate and manage all communications between them and their customers. Companies that have a very high number of clients need to work with CRMs as effective tools to manage their data. Otherwise, as the company keeps growing, it will be much and much harder to keep track of all queries and offer personalized and proper support to all clients. 

With CRMs businesses can make sure they don’t miss any message from customers, maintain a communication flow and answer any query on time, regardless of the amount of clients they have. Workflows are also optimized since every team member can access the CRM and get all the information needed from one place without having to ask or wait for another person to help. 

  • Marketing campaigns automation

Marketing Automation

Digital marketing automation platforms allow businesses to automate messages they send to their subscribers. These messages are usually triggered by events defined on site that, once completed, activate a sequence to be delivered in specific time to the users that completed the action. 

This technology tracks user behaviour in order to automatically send personalized messages depending on the actions they took while browsing. It can be applied to email marketing, SMS marketing and web push notifications campaigns. 

Platforms that offer marketing campaign automation, like Frizbit, usually allow you to personalize the message so you don’t feel you are sacrificing automation for quality. With the use of dynamic parameters you can hyper personalize the content to fit each individual.

  • Workflow automation

Social Media Marketing Automation

This might be the most common type of automation we are all familiar with. Workflow automation includes all softwares that allow you to manage other platforms and channels, such as social media. 

Later is a great example of a workflow automation tool. Is a social media marketing management platform that allows you to create, design, schedule, post and analyze your social media content all in one place. 

Benefits of Marketing Automation

When done properly, marketing automation can have a huge positive impact on any business:

  • Increased efficiency: automation of certain tasks can help you and your team dedicate more time to issues and projects that are more deserving of your attention. For example, instead of manually posting on every social media channel you have, you can automate this task and let your team focus more on creativity and content production. 
  • Better user experience: automation platforms usually gather user data that allows you to offer them a more personalized customer experience.The more relevant the message is, the higher the chances of an interaction and conversion. Keep in mind that these days, users are demanding more personalized experiences and will engage more with brands that offer them what they are looking for.
  • More qualified leads: marketing automation helps marketers reduce the guesswork when it comes to approaching prospects. If a business uses an automation platform to send messages to leads, and to promote said content on other platforms, sales and marketing teams can work hand in hand to analyze results and optimize the automated sequences of messages to connect with the right prospects at the right time.
  • Higher conversion rates: a personalized experience and better quality leads translates into higher conversions rates. Automation allows you to reach users that are more likely to engage with your business with messages that resonate better with them, increasing the chances of interaction. 

According to Adestra’s Marketer vs. Machine report, “Marketers say the biggest benefits of automation are saving time (74%), increased customer engagement (68%), more timely communications (58%), and increased opportunities, including up-selling (58%).”

Marketing Automation is a Win for Everyone

The thing about marketing automation is that everyone wins: you, your team and your customers. You will save time and money, improve the inner workings of your business, your team will have more time to dedicate to more important projects and tasks and your customers will be receiving a much more personalized experience, and that’s exactly what they are looking for. 

You just have to do your homework and decide in which areas of your business you want to start implementing which type of automation. Remember that, even if it sounds like a big and fancy word, automation doesn’t have to be expensive or mean a huge investment for your business.

Marketing automation is available and accessible for companies of all sizes. It’s even safe to say that small and new businesses can benefit even more from it, since automation is equal to doing more with less. 

If you are interested in learning more about what marketing automation can do for your business, check out Frizbit’s Success Stories section and see the results of our clients since implementing our marketing automation platforms. 

Check out!

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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