Category: Digital Marketing Insights, Updates and Strategy in 2020

Digital Marketing Insights from June 2020

Related articles

  1. The key Digital Marketing Insights from 2019 to 2020
  2. Digital Marketing Insights from January 2020
  3. Digital Marketing Insights from February 2020
  4. Digital Marketing Insights from March 2020
  5. Digital Marketing Insights from April 2020
  6. Digital Marketing Insights from May 2020

We are back! Updating you with the most recent trends, events and updates within the digital marketing world. In this post, we are covering all the important updates that took place in June, on the following topics:

  • Search Marketing Updates
  • Marketing Tech Updates
  • Content Marketing Updates
  • Social Media Marketing Updates

1. Search Marketing Updates June 2020

To start off, we will take a look at the Google algorithm updates of June 2020.

Google Organic Algorithm Updates

June 2020 mainly has been a calm month regarding google organic algorithms. There was no official update declared by Google. However, some SEOs mentioned some changes on their organic traffic and some claimed that these are enough to claim these are the signs of a big update. The majority of the fluctuations reached a peak on 23rd of June. 


The general comments of the SEO community have been negative. They claim that some old outdated sites improved ranking in google, even some of the not mobile friendly ones. They also claim that the local results got worse.

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Google algorithm impacts on SEO

Google Ads Updates

Keyword Planner New Beta Feature: Refine Keywords

Find relevant keywords to your product, service, website or landing page with Keyword Planner. With new possible refinement suggestions, related  keywords suggestions will be grouped together based on the attributes of your product or service–like color, size, etc

Keywords

Keyword Planner with its new beta feature: Refine Keywords

View explanations for conversion changes

Understanding changes in conversion volumes could be difficult, since so many factors come into play. In order to make the diagnoses easier, users are now able to request explanations in Search campaigns. Instead of spending time on allocating the issues, more time can be spent on optimizing the performance. 

Explanation

Explanations for conversion changes in app campaigns.

Feeds in App campaigns

Help and provide users fast solutions for their needs or questions with easy-to-use feeds in apps. This update comes with new and improved formats, expanded query eligibility and deferred deep linking for a more integrated onboarding experience. For now, it is still in its beta version but according to Google this will be rolled out entirely in the coming months. 

feeds app campaigns

An improved onboarding experience with feeds

2. Marketing Tech Updates June 2020

A continuous growth in the marketing tech industry has shown a lot of potential as one of the most in demand tech solutions. But as new, popular markets evolve, changes are bound to happen. 

Visual search results of Pinterest

Pinterest has been making changes by adding new ecommerce features to appeal more businesses. This time the company has added the lens visual search results for an effortless search for products to buy. Open the camera in-app or upload a picture and a tab ‘Shop’ will show up with the same or similar products for you to buy instantly. Pinterest hopes to encourage businesses to add their whole catalogue and increase ecommerce engagement. Especially now since it has seen a significant increase in traffic due to the pandemic. Producing search results by means of pictures could improve the overall user experience and it will be no surprise if other platforms eventually also add this helpful feature.

Pinterest shop (1)

Pinterest’s visual search results

3. Content Marketing Updates June 2020

Building a strong and desirable image in the eyes of the consumer by spreading the corresponding content is a vital part of retention. Although it can be hard at times as the consumers and trends are continually changing.

Live video streaming

Broadcasting live through video form is known as streaming. The streaming platform Twitch has succeeded to attract big audiences, mainly with videogaming streaming. Due to the growing demand for video content and videogames, live video streaming services are showing much monotization potential. Ad breaks allows marketers to reach these audiences by inserting unskippable advertisements during the stream. Also, the highly interactive channel can be used to communicate with customers in new manners. For instance, by streaming product launches, tutorials or exclusive behind the scenes.

Podcasts

Just as live streaming, the audio-based channel has grown to be widely used worldwide. In-podcast ads have much potential but what might be more interesting are branded podcasts. The Dutch Airline KLM, Slack and even McDonalds have aired podcasts with huge success. Often with an engagement time of 30 minutes or even longer, the one-on-one time with a brand creates a trustful relationship without making it too branded and ‘in your face’ all the time. By hearing a human voice, people feel more at ease and are willing to embrace new ideas.

User-generated content

Seeing branded content of our peers is more impactful than another traditional advertisement. User-generated content is content created and shared by unpaid customers. Oftentimes it is done by encouraging the customers to engage and partake in the promotions. For example, Coca Cola introduced the Share a Coke bottles. The campaign encouraged customers to find a bottle with their name on it and share it on social media.

share a coke

Coca Cola user-generated social media content

Or more recently, clothing websites have been uploading more content of users, often from influencers with an existing following. 

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Asos user-generated content on their website 

4. Social Media Marketing Updates June 2020

Read about the most important updates in the social media branch. What are the most popular platforms, tools and features?

Snapchat’s ad templates

The platform is simplifying the process of ad formatting by offering templates through Ads Manager. It is easy to use and always shows a clear overview of relevant product information. Also, it is possible now to link it to the inventory, showing customers the availability of the product. 

Snapchat templates

Easy to use templates on Snapchat

Facebook allowing switch between personal and business accounts

Facebook’s Messenger app will enable the possibility to easily switch between personal and business accounts. Since many business pages admins also use the app for personal use, two separate apps would be redundant. With the increased popularity of messaging platforms, this simple but useful feature caters to its new market environment. However, this new update might not be for everybody considering the very fine separation between work and personal life. 

TikTok for business

The popularity of short videos and TikTok has been shown very evidently. As one of the most downloaded apps at this moment, more ecommerce opportunities arise. TikTok has launched a website for businesses, essentially a manual for marketers on the platform. Insightful tips, links and case studies for the optimisation of the performance. In the near future, a new feature for data collection will be introduced. 

tiktok for business

TikTok for business

These were the things that happened in Digital Marketing in June 2020. Also, read Digital Marketing Insights from May.

Digital Marketing Insights from May 2020

Related articles

  1. The key Digital Marketing Insights from 2019 to 2020
  2. Digital Marketing Insights from January 2020
  3. Digital Marketing Insights from February 2020
  4. Digital Marketing Insights from March 2020
  5. Digital Marketing Insights from April 2020

Hopefully you are still all well and healthy at home. While the world has been put to a halt, Digital Marketing has seen some changes. In this post we will cover these important updates that took place in May 2020, on the following topics:

  • Search Marketing Updates
  • Marketing Tech Updates
  • Content Marketing Updates
  • Social Media Marketing Updates

1. Search Marketing Updates May 2020

To start off, we will take a look at the Google algorithm updates of May 2020.

Google Organic Update

The second Google algorithm update of this year was released on May 4th.

It took exactly two weeks to be fully implemented as Google Search liaison Danny Sullivan said: the rollout is complete on May 18, 2020.

However, the overall consensus of this update was mainly expressed with dissatisfaction. The Search Engine Results Page (SERP) has changed drastically with only some major businesses benefitting from it. Noticeably, big brands such as Pinterest, Amazon, Etsy and similar businesses have seen increases in their SERP positions. While many think there might be an error, some speculate it is related to quarantine search trends. Unless Google publishes a comment on this, this will remain unknown.

Google Ads Updates

Hotel ads product

In order to support the travel business during COVID-19, Google will introduce a new program for Hotel ads partners globally. Instead of fixed commissions, partners will only need to pay a commission if the traveller stays at the hotel. Also, a “Free Cancellation” filter will be made available when searching for hotels. Partners will be able to easily share their policies through Google. 

New tools for Business Profiles

Businesses will be able to communicate with consumers through their Business Profile. First of all, asking for support from customers will be made available through donations or gift cards, also called ‘support links’. Also, any changes made to operations can be displayed, such as adding ‘online classes’ or ‘online appointments’. Online bookings will be connected to Google Calendar, in case the business wishes to integrate Google’s program. 

Support-Links-Merchant-View

Support links in a Business Profile

2. Marketing Tech Updates May 2020

A continuous growth in the marketing tech industry has shown a lot of potential as one of the most in demand tech solutions. But as new, popular markets evolve, changes are bound to happen. 

Salesforce offers new commerce cloud templates

The leading Customer Relationship Management platform Salesforce has offered possible solutions to COVID-19 related problems and needs which businesses might experience and helps them react accordingly. For instance, ‘Quick Start Commerce for Grocery and Food Service’ enables the businesses in this industry to build new websites fast and allows customers to order online and pick up curbside. The new feature also offers cloud templates for retails of essential goods, business-to-business and any who need online buy and pick up in store. 

Salesforce

Quick Start Commerce for Grocery and Food Service

Online and virtual workplaces

To become accustomed to working remotely, businesses have introduced many tools to help users along the way. Facebook already had Workplace but is coming with new features to cater to the new needs which have developed since COVID-19. Firstly, Facebook has moved their already existing ‘Messenger Rooms’ to Workplace, making online meetings for business purposes only possible. This update was only natural since the demand in video calling platforms is increasing. Also, it has been made possible to host live streams with automatically translated subtitles and a Q&A section. However, the most remarkable announcement seems to be Virtual Reality workplaces. It has been used in some sectors and businesses in collaboration with Oculus for Business.

Oculus

Oculus for Business

In addition, Run The World, a quite new but booming business on the video platform market, offers users to host any type of events. Such businesses allow conferences, fundraisers, panels and many more activities to be held responsibly while practising social distancing. Run The World has been able to raise 10.8 million USD in funds and is expected to become a strong competitor in the market. 

3. Content Marketing Updates May 2020

Building a strong and desirable image in the eyes of the consumer by spreading the corresponding content is a vital part of retention. Although it can be hard at times as the consumers and trends are continually changing.

Augmented Reality campaigns 

In the blog post of January, we mentioned Augmented Reality (AR) becoming a marketing tool. Amidst the quarantine and the rising usage of in particular video apps, Snapchat has been utilising the potential of AR Campaigns. These brand partnerships most often enable users to see the advertised product or try it on by using the lens in the app. For entertainment purposes every lens is usually accompanied by aesthetically pleasing or funny effects. Due to COVID-19, Snapchat has also made it possible to donate money with this tool. The lens itself gains attention and by clicking on ‘more’, the user will directly be forwarded to the website of the organisation. 

Snapchat lens

Snapchat’s partnership with the World Health Organization

Besides Snapchat, Facebook has been making advances with AR technology too. Currently, it is testing the tool to its Marketplace. Sellers will be able to create a 3D view of the product; which buyers can view in the same three-dimensional image. Seeing the product in its full state, provides the buyer an adequate glimpse without having to see it in person. 

Online content on TV screens

The significant shift from traditional TV programs to online video content, has created many opportunities for platforms such as YouTube and Netflix. The easy accessibility to any content at any time has become immensely popular. However, nowadays people are more at home thus watching content on big screens is as effortless. YouTube is expecting this shift in behaviour and will be adding new options for marketers to reach the TV-connected audiences. For instance, the surveys will be made possible for bigger screens with the possibility to use the remote to interact. 

4. Social Media Marketing Updates May 2020

Read about the most important updates in the social media branch. What are the most popular platforms, tools and features?

Users support businesses

Social media platforms are taking initiatives to support the businesses which might be struggling in these trying times. Facebook and Instagram introduced ‘Support Small Business’ options, giving users the option to donate money or promote the products and services. Furthermore, Facebook is offering a grant programme for small businesses of 100 million USD in cash and ad credits. On Instagram users can add a sticker to their picture and upload it in their story. The audience of the specific user will be able to click on the sticker and visit the business profile. Word of mouth marketing is becoming more prevalent these days in the online community. 

instasupport

Instagram’s Support Small Business

Pinterest introduces Business Community

Strengthening the community of businesses on a platform leads to better commercial content and appeal. Pinterest has launched ‘Business Community’, for businesses to share knowledge, give advice and ask questions related to Pin campaigns. By signing up and creating a profile, you will have access to the informative conversations. 

TikTok’s new music regulations

So far businesses have been able to use music without having to deal with any royalty matters on the platform TikTok, but from now on this will not be possible anymore. TikTok has a multitude of music licensing agreements for users to use, royalty free. Previously, businesses were also allowed to utilise this in their TikTok marketing. Now however, only the ‘Commercial Music Library’ will be free to use for promotional content. Licenses can still be obtained if one wants to make use of any other song outside of the library. 

Facebook’s new calling app

CatchUp, the new app for audio only calls introduced by Facebook has been launched. The app works with the phone’s contact list, thus a Facebook account is not needed. By letting the people who have you in their contacts list know that you are available, it hopes to encourage engagement. 

CatchUp_inline_-img

Facebook’s CatchUp

Ads in IGTV

Instagram’s video platform IGTV will be working with 200 approved creators to begin playing ads. The revenue of the ads will be shared between the creators and Instagram. Ultimately, the intent is to implement these partnerships worldwide and attract more monetisation. 

These were the things that happened in Digital Marketing in May 2020. Also, read Digital Marketing Insights from April.

Digital Marketing Insights from April 2020

Related articles

  1. The key Digital Marketing Insights from 2019 to 2020
  2. Digital Marketing Insights from January 2020
  3. Digital Marketing Insights from February 2020
  4. Digital Marketing Insights from March 2020

Hopefully you are still all well and healthy at home. While the world has been put to a halt, Digital Marketing has seen some changes. In this post we will cover these important updates that took place in April 2020, on the following topics:

  • Search Marketing Updates
  • Marketing Tech Updates
  • Content Marketing Updates
  • Social Media Marketing Updates

1. Search Marketing Updates April 2020

To start off, we will take a look at the Google algorithm updates of April 2020.

Google Ads Updates

Google Trends

In these changing environments it can be hard to determine the wants and needs of consumers. With Google Trends marketers are able to explore the most popular search terms and statistics which can be helpful when creating new advertising campaigns for instance. 

New features in Ads Editor

After publicising advertisements, the Ads Editor offers multiple features to change or assess those. For now, Google has improved the edit pane, added shared budgets and optimisation scores. These optimisation scores are particularly interesting since it indicates the effectiveness of the ads with numbers.

Ads editor

Optimisation scores in Ads Editor

Call Ads

Advertisements on Google can now incorporate their phone number in the featured snippet with a call ad. For businesses that mostly operate by calling, this could increase the engagement with customers and generate more leads. The number will be automatically called by clicking on the number. 

call ad

Call advertisement 

2. Marketing Tech Updates April 2020

A continuous growth in the marketing tech industry has shown a lot of potential as one of the most in demand tech solutions. But as new, popular markets evolve, changes are bound to happen.

Internal communication & collaboration platforms

With a lot of people working from home, communication has become a bit harder. Without the weekly or even daily meetings and face-to-face (small) talks, the physical distance can easily result in communicative problems. Hence more businesses are offering online services for sharing, planning and working unitedly. In addition, already existing platforms are improving their service in order to keep up with the changing environment. For instance, Facebook Workplace has added new features to improve internal communication, such as a Q&A option. Here are some internal communication systems:

  • Facebook Workplace
  • Slack
  • Trello
  • Asana
  • Podio
  • Monday.com

Video calling & webinar softwares

In addition to a rise in internal communication systems, other communication platforms are becoming more prevalent nowadays. It is used to get in touch with family, friends, colleagues, and clients. Video calling is just a little bit more personal than only calling and webinar softwares are used to hold seminars online. We have listed a few softwares which might be useful to you:

  • Zoom
  • Skype
  • Google Meet
  • Microsoft Teams
  • Livestorm
  • Toasty
  • Circl.es

3. Content Marketing Updates April 2020

Building a strong and desirable image in the eyes of the consumer by spreading the corresponding content is a vital part of retention. Although it can be hard at times as the consumers and trends are continually changing.

Video platform competition

The rising popularity in video content has intensified the competition in this industry. Whereas new video platforms like TikTok have seen major success, others are trying to compete by adding new features. As for now, it seems brief videos in particular are taking the market by storm. YouTube reportedly will add a feature called ‘shorts’, similar to TikTok, which is supposed to compete.

In-Game Marketing

The gaming market has been steadily and rapidly growing. With more than 2.5 billion gamers worldwide, this market has an enormous target group with a lot of marketing potential. In-game marketing is already being done. However, it is of importance that it does not interfere in the players’ enjoyment, which could be difficult. Nonetheless, this month Travis Scott has shown that games could be used in ways we are not used to by having a tour consisting out of five virtual concerts in the game Fortnite. The event was watched by millions.

gaming gta

GTA IV and in-game marketing

4. Social Media Marketing Updates April 2020

Read about the most important updates in the social media branch. What are the most popular platforms, tools and features?

Advertisement guides by Facebook

Facebook is offering businesses assistance with the swift changes as a result of COVID-19. Such initiative by the platform is not unusual, in February of this year similar support was offered to businesses impacted by the bushfires in Australia. This time three new guides have been published in regard to advertisement and how businesses can respond to the virus. 

Twitter allows COVID-19 ads

While most platforms have systems in place to prevent the misinformation about COVID-19 which ban certain content such as advertisements, Twitter is opening itself up again to coronavirus-related advertisements and has lifted the ban. However, brands will still need approval and are still bound to some regulations.

Pinterest capitalising on its potential

The increasing growth in users, the marketing potential and the rise of ecommerce have made it easier for Pinterest to capitalise on its opportunities. From now on, products featured in pins or boards can be bought or added to the collection. Also, the platform will be able to implement more personalised advertisements or recommendations.

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Pinterest in-app shop

Gifts through TikTok

In collaboration with its partners, TikTok is introducing a new program wherein users can gift their friends and family with ‘Small Gestures’. These gifts are mostly so-called freebies, so promotional materials for free and can be sent up to three times per user. Although the app had not found a suitable way to monetise before, this might be the definite direction they will be going. The Chinese version of the app ‘Douyin’, has already successfully implemented this.

Tiktok rewards

TikTok’s small gestures

Social Media Insights

Due to COVID-19 we have seen a major increase in internet usage and changed user behaviour. Multiple social media platforms have provided insights into the impact of the virus on the users. 

LinkedIn has published an infographic, in particular to inform the Marketing Community. The data-based article ‘Navigating Today’s Evolving World of Work’, shows the trending hashtags, engagement growth and other related numbers. 

Snapchat has given an overview of their users’ top concerns, indoor activities, feelings regarding their situation and the impacts on brands. From the results of the conducted survey it is concluded that empathy is key for brands since it resonates with the users. This includes advertisements in which people are being helped or just simply products to be used at home.

Pinterest has listed the top trends which could be very helpful with understanding the changes and pinpoint the correct marketing efforts to match it. The most popular topics are health & wellness, parenting, food and beauty & personal care. 

These were the things that happened in Digital Marketing in April 2020. Also, read digital marketing insights from March.

Digital Marketing Insights from March 2020

Related articles

1. The key Digital Marketing Insights from 2019 to 2020

2. Digital Marketing Insights from January 2020

3. Digital Marketing Insights from February 2020

First of all, we hope you are all well and healthy at home. The corona virus has affected many people’s lives and also affected the Digital Marketing world. Some industries such as e-commerce are mainly affected positively and trying to keep up with the rapidly increased demand, while the majority of other industries are affected negatively such as travel, entertainment and dining. There have been some important changes. So, in this post we will cover these important updates that took place in March 2020, on the following topics:

  • Search Marketing Updates
  • Marketing Tech Updates
  • Content Marketing Updates
  • Social Media Marketing Updates

1. Search Marketing Updates March 2020

To start off, we will take a look at the Google algorithm updates of March 2020.

Google Ads Updates

New Google Ads mobile app features

The Google Ads mobile app enables users to easily monitor and review performances. After a few months of receiving feedback, the app has some small but new features in order to better the user experience. This includes Dark Mode, notifications with specific changes and the ability to prioritise recommendations.

Ensuring high-quality ads

Using highly automated vetting systems in order to disapprove certain ads which are against policy or incorrect, sometimes leaves room for mistakes. This new feature creates the possibility for advertisers to assess the issue and change the ad accordingly if needed. Thereafter an appeal can be submitted and the advertisement will be evaluated again. 

App campaigns insights

Promote your app on platforms such as YouTube with app campaigns from Google. A few features have been introduced to improve performance and better the provided insights. Performance ratings will be defined more clearly to help you determine the actual performance of one particular campaign in comparison to the rest. Also, performance charts will be made available for the assessing of long-term performance.

2. Marketing Tech Updates March 2020

A continuous growth in the marketing tech industry has shown a lot of potential as one of the most in demand tech solutions. But as new, popular markets evolve, changes are bound to happen. 

Slack

The automation of marketing has lately been progressing towards a centered approach: one system, centrally operated, for multiple marketing activities. Slack is a communicative tool which has been trying to cater to marketers by assisting them with problem solving and monitoring marketing efforts in an automated way. For instance, by adding apps to Slack, it allows instant sharing and collaboration, meaning the sharing of files and the synchronisation of tasks, calendars with the possibility to meet-up online via video calls. If you are interested in integrating Slack to keep track of different events on your website, such as new signups, cart abandonment or new messages submitted, contact Frizbit

Frizbit slack

Frizbit linked to Slack

Near Field Communications

Web NFC is a technology for wireless transmittance of small amounts of data on a short range, already used in cards to scan when entering a building. Although it might not be new technology, developers have been trying to integrate it with mobiles. With the Chrome 81 which is in its beta version since February 13, a simple NFC card game app is made available to its users. For marketers this could mean a new way to communicate with their customers. Just as AR, this could be integrated into new marketing strategies. For instance, by scanning products with an app you will be able to receive information about it. 

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Web NFC on mobile with Chrome v81

3. Content Marketing Updates March 2020

Building a strong and desirable image in the eyes of the consumer by spreading the corresponding content is a vital part of retention. Although it can be hard at times as the consumers and trends are continually changing.

Influencer marketing

A new but very prominent way to market is by means of influencer marketing. Influencers can be defined as people with the ability to influence potential buyers and an audience to promote a product. Seeing one’s favourite influencer using a particular product or brand has proven to have a positive effect on the profits and image. Since the buyer feels a connection to the influencer, he or she is more likely to buy the product and has a level of trust in the quality. Also, the targeting is overall more accurate since the buyer apparently already is aligned with the values and interest of the influencer.

Videos and meme’s related to COVID-19

As we have noticed and written about in the last two blogs, video and meme’s have been increasingly popular communication formats. With the drastic changes we have undergone in our daily lives for the past few weeks, such as quarantines, social distancing and the fear of running out of toilet paper, new relatable content has come out. The content which everyone can relate to all over the world, is in a way uniting us and humoristically keeping the mood up in these times. 

Corona mem

COVID-19 related meme

Webinars

Social distancing or even fully going in quarantine is essential in preventing COVID-19 to spread so quickly. Adhering to this, all the face-to-face gatherings are canceled for the time being with online gatherings being held instead. For many businesses, web conferencing or ‘webinars’ have become an important way to communicate with their audience. The host or speaker of the webinar is able to speak to the attendees live with audio and visuals. Also allowing interaction by means of Q&A features. 

Tips on how to work remotely

For this quarantine special we have listed a few tips on how to work remotely:

Online communication

Make use of the advanced technology of online communication. Skype, Zoom, Google Meet and many more provide us the option to have meetings from home.

Schedule your day

It is easy to get lost in a sea of time; what and when should you do everything? The important thing is to keep a daily rhythm allowing yourself some free time while having some fixed activities.

Create a workplace

You will be spending quite some time working in that space. Assure a quiet and relaxed surrounding for you to work at ease. 

Stay productive

Do not let yourself get distracted by the TV, chores or other disturbances at home. Create a task list in which you can see your progress or lack of. Also, be aware that it does not mean you should not take breaks or work longer.

4. Social Media Marketing Updates March 2020

Read about the most important updates in the social media branch. What are the most popular platforms, tools and features?

Facebook fights coronavirus related ads

Due to misinformation around the coronavirus and the desire to keep users calm, Facebook has taken new measures. Which includes the ban of advertisement and commerce listing selling products such as medical face masks and other related products. These advertisements, most of the times accompanied by text meant to raise panic, are seen as opportunistic and exploitative. In addition, all content is being moderated to combat the spreading of incorrect information. However, because of some complications as a result of the virus, Facebook warns its users and advertisers for delays and errors.

Reddit capitalising on its growth

The platform Reddit has resisted those eye-catching promotional messaging for a long time. However, with the increasing growth in users, their undeniable advertisement potential can not go unnoticed anymore. From now on, it will place the advertisements in more noticeable places. This will be a stepping stone to opening its platform to more opportunities in the future. Nonetheless, the reaction of the users, also called ‘redditors’, will be the deciding factor whether this change of policy will be an actual success. 

reddit

More prominent placing of advertisements

Instagram monetising its IGTV

Instagram, used for sharing pictures and videos, is branching out with a new app for longer videos which could be watched vertically. But users are also able to watch the content of it within the existing Instagram app. IGTV is entering a market with a few powerful competitors and will need to prove its potential by alluring to the masses and its ability to advertise. Monetising content allows creators to have advertisements in between their content and receive a share of the profit. The rest of the profit goes to the platform. It is speculated the rate of IGTV will be 55%

LinkedIn increases CTR with conversation ads

By observing its users behaviour, LinkedIn has noticed the shift from mass communication to one-to-one conversation. Messaging apps have gained significant big amounts of users and the increased time spended on it, have made it very advertisement friendly. LinkedIn is coming out with Sponsored Messaging, a message-based ad format highly customised with call-to-action buttons. 

Linkedin ctrConversation ad with CTA buttons 

Brand loyalty programs on Facebook

Still being tested but showing much potential are the brand loyalty programs on Facebook. By linking a new or existing account of the brand to Facebook, users will be able to receive benefits such as discounts and points. The system enables the strengthening of brand loyalty while also improving the hyper-personalisation and targeting. 

fb-brand-loyal

Brand loyalty programme for Sephora customers

These were the things that happened in Digital Marketing in March 2020. Also, read Digital Marketing Insights from February.

Digital Marketing Insights from February 2020

Related articles

1. The key Digital Marketing Insights from 2019 to 2020

2. Digital Marketing Insights from January 2020

After receiving positive feedback for the key digital marketing insights from 2019 to 2020, we have decided to keep this up monthly. Updating you with the most recent trends, events and updates within the digital marketing world. In this post, we are covering all the important updates that took place in February, on the following topics:

  • Search Marketing Updates
  • Marketing Automation Updates
  • Content Marketing Updates
  • Social Media Marketing Updates

1. Search Marketing Updates

To start off, we will take a look at the Google algorithm updates of the previous month. 

Google Organic Update 

This update probably occurred around February 8th. Although it has not been fully confirmed, it is noteworthy as it stresses the fact that several updates happen on a regular basis which could (negatively) affect any website, yours too. The specific changes are not published yet nor discovered. However, there is a noticeable impact and Google has made a habit out of announcing algorithm updates after the actual implementation. It is recommended to keep an eye on this. While this time it was not a core update, Danny Sullivan, Google’s liaison, has implied there were some tweaks. 

Google Ads Updates

See the impact of campaign changes on ads performances

A new feature which was introduced on February the 12th helps you to understand the impact of changes to an advertisement campaign in relation to the performance. By cross-referencing the dates of the changes and the performance data, such as the conversion rate, gives additional useful information.

Google ads performance

Share remarketing lists

Users of Google Ads and their remarketing programme have since February 18th been able to share audience lists (a list of the people who have visited the website before) with the new feature. This means in case multiple people need access to the programme, a main Google ads manager can share authorisation over these audience lists. Which makes it easier to centrally control this programme and its remarketing efforts.

2. Marketing Automation Updates

A continuous growth in the marketing automation industry has shown a lot of potential as one of the most in demand tech solutions. But as new, popular markets evolve, changes are bound to happen. 

Chrome’s new v80 update

The version 80 of Chrome released on February 4th hugely impacted marketing automation, specifically web push notifications by means of blocking. In order to decrease unsolicited requests and spam, Chrome has outlined the proper ways to send the notifications and enforces it by having an automated system in place based on the ‘block’ and ‘opt-out’ rates. It comes with a new feature called the Quiet UI.

Another important feature is that Google started publishing Chrome User Experience Report (CrUX) publicly. This means that anybody can access the accept/block rate of push notifications for any website.

3. Content Marketing Updates

Building a strong and desirable image in the eyes of the consumer by spreading the corresponding content is a vital part of retention. Although it can be hard at times as the consumers and trends are continually changing.

Video content

In the previous key digital marketing blog post, we saw the rising importance of video content. It is a highly engaging format and consumers even state they would want to see more video content of brands and businesses. Social media platforms such as TikTok, instagram and twitter have created the opportunity for businesses to spread their video content cost efficiently and without much effort. However, with an average of 300 hours of video content uploaded every minute to Youtube, generic advertisements get lost in the overwhelming amount of content. Just as personalisation could make difference on any other medium, it is no surprise it also applies to videos. 

Quora adds advertisement features

Two features have been introduced which facilitates companies with a way to keep track of conversions. Firstly, the Advanced Match utilises cookie-based matching to assess the value of your campaign on Quora. Very similar to the new Google Ads update, it contributes to more accurate reporting of the performance of a campaign. In addition, with the Conversion Windows advertisers can get a better understanding of the user behaviour in the period of time the customer gets converted into a e.g. customer or subscriber. With these additions Quora is becoming more advertisement friendly and adding value to the advertisers.

4. Social Media Marketing Updates

Read about the most important updates in the social media branch. What are the most popular platforms, tools and features?

The rise of TikTok

At the moment, with 500+ million active users, TikTok is a mobile app and social media platform for short videos. Mainly used by Gen Z and Millennials, the app has seen enormous growth. It was crowned to be the most downloaded app in 2018 and 2019, and has broken global records. With a large and still increasing number of users, TikTok is a refreshing new medium to market your products. Due to the popularity of it among the marketeers, the app has created a feature purposed for e-commerce while still catering to the target group in the same format. Although it is still experimenting with ways to monetise the content, it is predicted to have many possibilities in regards to advertisement.

formatos anuncios publicidad tiktok

 E-commerce on TikTok

Pinterest gains advertisement revenues

Just as any other platform which has undergone remarkable growth (for instance what is happening right now with TikTok), Pinterest has found ways to cater to businesses. Achieved with the help of measurement tools, the company accomplished to increase its predicted yearly revenue and engagement rate. This tool also provided advertisers with valuable information in order for them to analyse the customers in more detail.

These were the things that happened in Digital Marketing in February 2020. Also, read Digital Marketing Insights from January.

Digital Marketing Insights from January 2020

Related articles

1. The key Digital Marketing Insights from 2019 to 2020

2. Digital Marketing Insights from February 2020 

After publishing our comprehensive article on the blog concerning the key digital marketing insights from 2019 to 2020, we have decided to start off the new year by continuing to update you with the most recent trends, events and updates within the digital marketing world monthly. In this post, we are covering all the important updates that took place in January, on the following topics:

  • Search Marketing Updates
  • Marketing Tech Updates
  • Content Marketing Updates
  • Social Media Marketing Updates

1. Search Marketing Updates

To start off, we will take a look at the Google algorithm updates of the previous month.

Google Organic Updates

Broad core update 

On January 13th Google came out with the so-called: January 2020, Core Update. It had consequences for many websites and all categories, meaning it was a broad core update. Many were positively affected and it seems like Google is improving at determining the quality of content. Content that has seen a negative result are mostly those assumed deceptive because of misuse of affiliate links. Labelling links in the right amount and having valuable information has become more important than ever before. Either way, there have been SERP fluctuations, which makes it of utmost importance to be aware of the changes. As it happens with most noticeable updates, they have given an overview of what webmasters should know about Google’s core updates

Important change to the featured snippets and listings

Featured snippets are the answers to the questions users have, which have been deemed most relevant by the algorithm. These snippets are shown at the top of the search result page and taken directly from a website. 

Schermafbeelding 2020-02-26 om 15.34.01Featured snippet

To marketers it is a manner to increase the web traffic without directly using financial resources. But more importantly, for the users it serves as a decluttering tool and helps allocating relevant information. On January 23rd, Google set a new policy in place in which featured snippets will no longer appear again as organic search results for an improved user experience.

Google Ads Updates

Test different scenarios with Smart Bidding 

Showing the advertisements to the right customer at the right time plays a significant role in the efficiency of it. With the bid adjustment tool, the frequency and timing of your advertisements will be determined by user behaviour. Before actually implementing it, a simulator can show the impact on your performance. Since the update of January 13th, it is possible to use the simulator in a more comprehensive way, demonstrating the possible outcomes when Return On Advertising Spend (ROAS) changes occur. 

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Smart Bidding Simulator

Accelerated delivery is removed from Display, Video, App and Hotel campaigns

The rising popularity in video ads comes with necessary improvements to support this medium. On January 14th, Google provided the platform with standard delivery. Through increased mobile website speeds, it is intended to have a positive impact on conversion rates as it is in direct relation. Although it is still optional right now, starting March 31th 2020, it will be compulsory. 

Automated Imports of Offline Conversion Tracking into Google Ads 

Conversion data stored in offline (CRM) systems, can easily be imported directly into Google Ads with the offline conversion tracking released on January 23rd. Especially helpful in case when there are limited resources because transferring such data could be a difficult task.

2. Marketing Tech Updates

A continuous growth in the marketing automation industry has shown a lot of potential as one of the most in demand tech solutions. But as new, popular markets evolve, changes are bound to happen. 

Email Marketing is evolving

The use of traditional email marketing is becoming a saturated medium and marketers are aware of the decreasing value of it. As a result, automated, behavioural emails are rising in popularity. While the progression is surely but slowly, a majority does not know how to implement it correctly or even the importance of it. Despite it being a complicated and new approach to reach the users, platforms such as Frizbit are able to provide uncomplicated hyper-personalised marketing automation campaigns for customer retention. If you would like to see how it can improve your overall performance, request an online demo from Frizbit today!

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Automated hyper-personalised email

Augmented Reality is becoming a marketing tool

AR technology has been around for a few years now but is still developing and being used in new ways. The most interesting AR products which we can expect or are already released:

  • AR Studio by Facebook
  • Chrome AR
  • Apple AR glasses

Besides AR products, brands have been integrating it with their marketing and trying to create value with the customer. Some clothing stores have made it possible for users to try on the products by showing a visual of the product through the camera of the device. Gucci released an app in which people could choose one of the shoes from the newest collection. By pointing the camera at their feet, users could see the product on their own feet. Below you can see the workings of AR as a marketing tool. 

Gucci’s AR

3. Content Marketing Updates

Building a strong and desirable image in the eyes of the consumer by spreading the corresponding content is a vital part of retention. Although it can be hard at times as the consumers and trends are continually changing.

Long blog posts are better for Google

It is believed by many that a blog post should not be too long. But Google has been pushing content creators to do the exact opposite by rewarding more lengthy blogs, specifically those more than 3000 words. The reason behind this is because those long quality pieces turn out to contain the best fitted answers users might have and are looking for on Google. More informative and useful content is highly favoured in the ranking. Some other examples would be an e-book and a whitepaper.

GIFs

A Graphics Interchange Format, commonly known as GIF, are animated images which are popular among social media users purposed to communicate in a humoristic way through pop culture. By means of a GIF, businesses are capable of informally communicating with the consumer. By using the popular images and applying it to their company, brand or product, the people will resonate with the message and are more likely to share or remember it. GIFs is a supported format by many channels, such as: all social media, email and blogs. According to a survey 36% of millennials prefer visual expressions over words and believe to be able to communicate their thoughts and feelings better this way.

Memes

In line with the GIFs and the informal ways to communicate with consumers, memes are also used increasingly. Instead of in a .gif format the memes are just still standing images. Once again, regarding pop culture. 

4. Social Media Marketing Updates

Read about the most important updates in the social media branch. What are the most popular platforms, tools and features?

Youtube limits data collection

With the California’s Consumer Privacy Act (CCPA), new regulations have been set for the company Youtube in special regards to data collection of children. Until now this has been a much used medium to collect data from consumers for companies. But especially after the $170 million fine imposed by the US Federal Trade Commision, there has been a shift in the policy. Due to the new and possible future limitations by US laws, companies making use of Youtube’s data collection might consider gathering information elsewhere. Although the future of it is not set in stone, it is definitely worth looking at. 

Facebook becoming more transparent limits advertisers

While social media has been providing data cost-efficiently and easily, an increasing demand in transparency and user protection is forcing companies such as Youtube and Facebook to take action. The latest response of Facebook to this, is the addition of new available information to users about the campaigns targeted to them and the option to excluded from those lists. These lists consisting of personal information and interests are used to show the most relevant advertisements. Giving the users to opt-out of lists, decreases the influence advertisers have on to whom and when the ads are shown. 

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Transparency of lists

Facebook not advertising on Whatsapp yet

The reach of Whatsapp with more than 1,5 billions users and worldwide popularity, it is a platform with revenue potential. Facebook, which owns Whatsapp, is planning on changing this free-to-use app and inserting some advertisements. 

LinkedIn has live-streaming for company pages 

Video is becoming a more prominent medium for companies to come into contact with, for instance: consumers and business relations. For individual users it has been possible to live-stream on the platform with LinkedIn Live. However, with the new update of January 15th, company pages also have the ability to live-stream any business related video content they might want to share. To become a broadcaster, one must apply.

These were the things that happened in Digital Marketing in January 2020. Also, read the key digital insights of 2019.

The key Digital Marketing Insights from 2019 to 2020

2019 was a year full of new trends, events and updates within the digital marketing world. In this article, we are going to take a look at what happened in 2019 and what kind of insights you can use in 2020 for your advantage. We will do this based on the following topics:

1. Search Marketing Updates of 2019

When it comes to search marketing, a bunch of things changed in 2019. Let’s first take a look at the Google algorithm updates, because they definitely had a big impact on search marketing in 2019.

Google Organic Updates of 2019

  • Google Search March update

The first update of 2019 was a big one. The update mainly affected YMYL (Your Money or Your Life) websites. Google started favoring websites that are more trustworthy, especially when people search for sensitive keywords. 

  • Google Search June update

In this update, Google started showing video carousels a lot more. In 61% of the searches, a video carousel will show up now. Also some news sites got affected. Google raised the quality bar for news content. 

  • Google Search September update

The last core update in 2019 was one that again gave more priority to video content. YouTube even overtook Wikipedia in the US Google Index. This means that video content is very important for your SEO.

  • The BERT algorithm

BERT is an open-sourced technique for natural language understanding. This update should improve the understanding of queries, especially the longer spoken or written queries. 

These were the major updates that Google rolled out in 2019. The conclusion is that authoritativeness, expertise, and trustworthiness are the most important factors in your content to show to Google. And since the showing of video snippets have massively increased, video content is more important than ever.

Google Ads Updates of 2019

Pay-per-click advertising has changed digital marketing forever. In 2019, Google said that it has generated 32.6 billion in revenue from advertising, which is an increase of 16%. Google Ads is still increasing and that is why it is important to look at what happened with Google Adwords in 2019.

  • Removal of average position

Google removed the average position metric from Google Adwords because it does not tell the whole story. When you have the first position, it does not mean that you are shown at the top of the SERP. Organic searches could be on top of you for instance. So because of this Google decided to favour other metrics.

  • Evolution of phrase and broad matches

In 2019, Google announced that phrase match and broad match modifiers now also show to same-meaning variants like synonyms and paraphrases. This means that your keywords can show up for more queries, that have similar meanings. Google is saying it did this because the intent behind a query is more important than the semantics within a query. 

  • New affinity audiences and in-market audiences

In October, Google added two brand new audiences: seasonal event segments for in-market audiences and affinity audiences. With in-market audiences you can now target your ads to exclusively users that actively search for products or services like yours. With affinity audiences, you can target people that have shown an interest in a particular topic. 

  • Bumper ad creator

Lastly, Google introduced a bumper ad creator for everyone. Not every business has the resources to produce professional videos. So that is why you can now create a series of six-second Youtube Ads in a very easy way. Perfect if you do not have the resources to do this yourself. 

These were the major updates that Google Adwords released in 2019. There are some other updates that we did not mention here. You can find a full list of the biggest updates in Google Ads on Google Ads Announcements.

2. Marketing Automation Updates of 2019

Marketing Automation has been becoming increasingly popular over the last few years, and as of now, on average 51% of the companies are using Marketing Automation according to Email Monday. CMOs are allocating one third of their budget in marketing technology. Also, according to Salesforce, the fastest increasing tech solutions are Artificial Intelligence (+155%) and Marketing Automation (+104%). 

  • Multi-Channel Automation Platforms

What is becoming more interesting now are Multi-Channel Automation platforms. These platforms offer the ability to create and execute contextual marketing campaigns in multi-channel and they  are hyper-personalized for each user. Companies that use omnichannel strategies achieve 91% greater year-over-year customer retention rates than a business that does not use it.

But how do you create an omnichannel experience for your customers? There are popular multi-channel platforms such as Salesforce, Infusionsoft, Hubspot for B2B and Frizbit for Marketing Automation for e-commerce. These would help you engage with your customers in multi-channel. 

  • Web Push Notifications

One of the other things that got hold of the marketing automation world is web push notifications. Through web push notifications, you can send personalised notifications to your customers on almost any web browsers like Chrome, Firefox, Safari and Microsoft Edge. This channel is very effective and profitable, because you can send messages even if the users are not on your website and bring them back. Some platforms such as Frizbit embedded it to their automation platforms so that you can use it as a retargeting channel. So you can trigger push notifications based on user behaviour and run personalised campaigns, in cart abandonment or form abandonment.

frizbit-automation-use-case-1-cart-abandonment-1-e1568110270768

  • Chatbots

In 2019, the usage of Chatbots has increased even more. Chatbots have also become more AI-driven, capable of handling complex human interaction with ease and are now taking over traditional conversational services.

Most companies prefer in-built chatbots on their websites as they facilitate enterprises in providing instant customer interaction. For instance, Slack and Twitter messaging platforms are preferred by majority businesses.

Messaging platforms like Facebook Messenger have had huge success with Chatbots since opening up integration for brands. Over 60 percent of users who received a chatbot ping on Messenger engaged with the message.

WhatsApp Business allows brands to integrate chatbots with their API, opening up a whole new avenue for brand-user engagement. With 1.3 billion active MAU’s, this is a tremendous opportunity for businesses big and small. 

The use of chatbots in business will evolve in the coming years – the design and architecture inevitably improving. So watch this space and keep a close eye on what happens through 2020 if you have designs on having your own chatbot in the near future.

  • Machine learning, AI and Hyper Personalisation

You are probably seeing it everywhere, Machine learning and AI. At the moment, it is the new world the marketers will benefit in many areas  from hyper-personalisation of messages to bid optimisation or from content creation to product recommendation. We will have smarter marketing platforms, which yield more returns and profitability. Now many tools have started implementing but we will have to wait a bit for a perfect solution for smaller to medium size brands.
When it comes to Artificial Intelligence (AI), it is a perfect way to hyper-personalize your message to customers. But there are also companies like Amazon, that use AI, to recommend products to their users that are most likely to appeal to them. AI is very promising so you should follow this development carefully so you can be among the first ones that use this technology to their advantage.

3. Content Marketing Updates of 2019

Content Marketing offers a tremendous opportunity for businesses to boost their results. You should do this by delivering valuable and relevant content to users. This can improve your online reputation, build a community and grow supporters of your brand. In 2019, a number of changes evolved. 

  • Video content

You are probably seeing it everywhere, video content. That is not surprising, because video is a highly engaging format for content. According to Forbes, 88% of the average user will spend more time on a website with a video than one without. And Hubspot is saying that 54% of consumers want more video content from a brand or business they support. So if you are not using video content in your content strategy yet, start using it now. 

Video Engagement Users

  • Podcasts

Podcasting has massively increased in popularity in the last decade. The amount of listeners has tripled in the last decade and it is expected to grow even more in the coming years. It is important though to not just start a podcast, but have an idea about what your goal is. Approach it as you do for the rest of your content efforts. 

  • Content for voice

With the big increase of voice assistant usage like Alexa and Siri, the way people search changes a lot. While before, people would search for, ‘time China’, people now with the usage of voice recording search for ‘what time is it in China?’. This means that it is important for content marketers to start adapting their content creation for voice searches. 

  • The state of content marketing

Backlinko analysed 912 million blog posts to understand the state of content marketing. This is what they found: 

  • Content marketing costs 62% less than traditional marketing
  • Long-form content got an average of 77.2% more links than short articles. 
  • Question headlines got 23.3% more social shares than headlines that don’t end with a question mark.
  • “Why” and “what” posts, as well as infographics, received 25.8% more links compared to videos and “How-to” posts.

4. Social Media Marketing Updates in 2019

In 2019, a lot changed on social media. Facebook had a massive redesign, Instagram got a new scheduling tool and LinkedIn expanded options for freelancers. 

  • Facebook

As reported by Pocket-Lint Facebook got a massive redesign, described it as a much cleaner, with more of an all-white look. It also has a dark mode now too.

This redesign is supposed to put an emphasis on Groups and Events, which have become two of the biggest reasons people visit Facebook on a daily basis. The means the News Feed is featured less, which is probably good news for users overall. 

  • Instagram

Instagram got a little less Insta with the new scheduling tool. You can now schedule feed posts and IGTV videos through Facebook’s Creative Studio. This new feature supports single and multiple photos along with videos. And you have the option to share it to your Facebook page as well. Once your copy and media assets are set, use the calendar to schedule the post. Hopefully the ability to schedule Instagram Stories is right around the corner.

  • LinkedIn

LinkedIn has expanded options for freelancers who use the platform. Now you can “find an expert” post option. To create a new “find an expert” post, you would go to post an update like normal, select the “find an expert” option, and then answer a few brief questions about the services and skills you’re looking for. This will help freelancers decide if they’re right for the job and if they should reach out in hopes of cutting down search time. “Find an expert” posts also stand out a bit more on your feed to draw extra attention.

  • Best Time To Post

During 2019, Sprout Social updated their best-times-to-post study. This is what it showed:

  • Instagram: highest engagement on Wednesday and Friday between 10:00 a.m. and 11:00 a.m. 
  • Facebook: highest engagement on Wednesday from 11:00 a.m. to 1:00 p.m.
  • Twitter: the best days to post are Tuesday and Wednesday.
  • LinkedIn: highest engagement on Wednesday between 9:00 a.m. and 10:00 a.m.

These were the things that happened in Digital Marketing in 2019. We also published a blog about what the marketing trends in 2020 will be. Check it out here.

7 Marketing Trends to Keep Track of in 2020

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The year 2019 is almost coming to an end, and what a year full of growth in digital marketing it has been. This does mean everybody is getting ready for the year of 2020. In this light we summed up 7 trends in digital marketing that are going to take off in 2020.

1. Start Using Alternative Channels

Email is still the most prominent marketing channel to use. But marketing emails are being less and less effective. There are companies that have seen their click rate for emails drop by 9,4% in 2019. This doesn’t mean we won’t be using email anymore, email will still be a prominent tool to use in 2020 and beyond that. What we will need to do in 2020 is making use of the other channels which can increase the marketing performance. A multichannel communication strategy allows you to connect with more leads, as well as stay top of mind with your customers. The next thing is that emails easily get overlooked or lost in the rubble, by using multiple channel you will make sure not to get overlooked. I will sum up some alternative communication channels below.

  • Whatsapp Business: WhatsApp Business is a free app available on both Android and iPhone. WhatsApp Business makes connecting and interacting with customers easy by providing tools to automate, sort and quickly respond to messages.
  • Chat Bots: This piece of software can interact with users while they are browsing on the website just like live chat tools, but with much more logic inside. Chatbots can communicate in a normal manner with people and are able to answer the frequently asked questions they have. So why hire someone to answer their questions while you can have a personalised service that is way cheaper.
  • Web Push Notifications: Web push notifications are messages that are sent through a browser while the users are not on the website. You only have to opt-in to them to start receiving them, they can be send from both mobile and desktop devices. You can learn more about them on our web push notifications page.

2. Make Use of Multichannel Services

The amount of available marketing services is staggering, the average company has between 25 and 91 cloud services. This brings a lot of different problems with it, think about security for a second. That’s why a lot of companies are switching to multichannel services like Hubspot, Adobe Marketing Cloud, Marketo or Frizbit. Here you can take charge of different tools through one dashboard.

So, it’s expected that a lot of companies will be switching to an all-in-one marketing service that provides multichannel. It might be a good option for you too, we summed up some of the benefits for you.

  • Less integration effort and time
  • Faster page load time
  • Less data shared with 3rd parties
  • Flexibility on creating multi-channel campaigns

3. Expansion of Digital Marketing

According to the site TheDrum the global digital software industry will grow from $37.48 billion in 2017 to $74.96 billion in 2022 at a Compound Annual Growth Rate (CAGR) of 14.9% during the forecast period that is from 2017 to 2022. The worldwide digital ad spending will observe a rise of 17.6%, i.e., up to $333.25 billion in 2019. However, it will keep on rising till 2023 according to Softwaresuggest.

According to a study by the US Small Business Administration, a company should spend 7-8% of its gross revenue on marketing depending on the industry. For the year 2019, 50% of that budget should be dedicated specifically for digital marketing. However, it must increase to 55% in 2020. Criteo states that by the year 2022, close to 87% of marketing budgets will be spent on digital marketing.

Although traditional TV still has the most viewers (43%), online streaming (35%) has risen in popularity in the past five years. To see a higher ROI, a blended strategy for advertising is the best bet. Traditional marketers advertise on both platforms for the best results.

According to emarketer Google is still the number one in digital ads with 36,2% of market share followed by Facebook with 19,2 % of market share.

4. Hyper-personalise Your Messages

Artificial intelligence has brought about the phenomenon hyper-personalisation, which enables more appealing and individualised communication with consumers.

Communication with consumers that is deeply personal and tailored to them is what keeps messages interesting and make consumers want to interact with you.

Hyper-personalised messages enhance the customer experience by tailoring to each individual’s preferences based upon user behaviour. More than simply including the customer’s name in an email, hyper-personalised campaigns utilise real-time data and user behaviour to create the most effective automated, individualised communication strategies. Take a look at the cart abandonment campaign from Frizbit in the picture, here you can see we included the name of the customer, the name of the product, and a picture of the product.

Hyper-personalised messages create a dynamic experience for customers, making them more likely to return to your website and interact with it. Real-time data and user behaviour are used in hyper-personalised marketing efforts to create the most relevant and effective communications with each customer.

frizbit-automation-use-case-1-cart-abandonment-1-e1568110270768

5. Make Automation Your Friend 
Next to hyper-personalisation, automation is going to play a bigger role next year because far too much time is put into manually created and delivered messages. In order to optimise efficiency and ROI, industries like e-commerce and travel would benefit greatly from automated messages through the high volume of customers. But not only them, a lot of other industries like SaaS, Media and B2B could benefit from them as well.

As automated messages are triggered by user behaviour, always the most relevant users receive it. That’s why both click rates and conversion rates are quite high. It is also time efficient because the messages are triggered automatically with user behaviour. This makes that you only have to set the scenario and template once and that’s it. There is no need to spend more time to write content of the and that’s why automation is time efficient.

6. Give Transparency to Customers

How a company handles the private data of their customers is vital for their success. In 2018, the GDPR policy was more actively enforced to ensure that companies handle customer data transparently.

Coredna also indicates that companies producing transparent and easy-to-digest information are likely to retain around 90% of their customers.

In short, In the future there will be more emphasis on this. Companies will have to give complete transparency of kind of data is shared.

Tips on how to be transparent

  • Honest communication to and with customers
  • Make sure that selling is not your only goal.
  • Respond immediately to concerns
  • Share news with your customers

7.  Get ready for Voice Searches

More and more people will start using smartphones with voice assistants though the massive growth in technology. Voice assistants can be handy for searching for certain places, reading specific texts loudly, and even sending text messages for you.

Voice search is also essential when using it for your business. It’s helping in the growth of voice search also raises the use of Artificial Intelligence.

Most of the people who are using search engines, use long sentences with specific keywords. In order to optimise the opportunity to be found in voice search results, use longer keywords and complete sentences. Also include any questions that people may ask concerning your products and provide detailed answers.

Hyper-personalization & How to Incorporate it into Your Marketing Strategy

What is Hyper-personalization? How does it differ from traditional personalization?

hyper-personalization-difference

Artificial intelligence has brought about the phenomenon hyper-personalization, which enables more appealing and individualized communication with consumers.

Traditional personalization in customer engagement has been used commonly in email marketing. This mainly consists of simply including some static fields from the customer database to the email body, such as a customer’s name or salutation.

Hyper-personalized messages, on the other hand, enhance the customer experience by tailoring to each individual’s preferences based upon user behavior. More than simply including the customer’s name in an email, hyper-personalized campaigns utilize real-time data and user behavior to create the most effective automated, individualized communication strategies.

Frizbit enables optimal communication with customers by taking all of the available data points that take individual wants and needs into account. The hyper-personalization offered by Frizbit can provide you with behavior-driven marketing campaigns in multi-channel, that you will only need to setup once before you start bringing your customers back and start increasing your revenues. 


Hyper-Personalization Can Help You…

1. Compose individualized, appealing messages with dynamic parameters

frizbit-hyperpersonalization-laptopNot surprisingly, Frizbit allows you to address each of your users personally with their individual names included in your text. However, to take your campaign to the next level, Frizbit provides the ability to hyper-personalize your messages by using multiple dynamic parameters in both your text used and images displayed. Inviting, individualized language that makes use of the data points listed below will make your customers feel that they are valued, increasing re-engagement.

  • Product Data: Products or services previously engaged with their names, categories, images, prices, etc.
  • Purchase History of the User: Total amount spent, frequency of purchase, basket size, basket value, categories of products.
  • Time of Engagement: Last time of visit, last time of taking an action, how many specific actions they took in a certain period of time, how often they visit, registration date
  • Device Data: Device model, brand, operating system, version, browser used
  • Browsing History: Web pages visited, terms searched, filters and sorting selected, time spent and actions taken on the website.

2. Nail the timingfrizbit-hyperpersonalization-time

Hyper-personalization enables you to figure out when users would be most likely to engage with your company. With Frizbit, you can either set messages to be sent at a specific, repeated time or at a time triggered after a specified user engagement. This way, if you want John to receive a reminder for an event that occurs at 8 a.m. every Tuesday, he can, or if you want Jane to receive a message 24 hours after she last visited your site, she can, too.

3. Target based upon user behavior  Screen Shot 2019-06-06 at 3.48.01 PM

Using hyper-personalization, you can make it so that certain user behaviors trigger specific messages. These can be sent to the users through the preferred channel at the time of the behavior or at a specified time after the behavior.  For example, a clothing website could individualize messages based off of what a user buys, how much a user has spent, or at what time a user has engaged the most. To prevent annoying your users, which may cause them to opt out of messages, Frizbit allows you to limit the number of messages received by a single user in a certain timeframe with the Frequency Cap feature and limit the lifetime of your messages with the Time to Live feature.

4. Use the preferred language of usersScreen Shot 2019-06-04 at 11.12.21 AM

Frizbit has the ability to pick up on the preferred language of the user based on the default language on his or her desktop or mobile device or the language they choose to use on the website. This way, whether one is an English or Spanish speaker in the United States, for example, your company can communicate with him or her in a way they will understand and appreciate.

5. Make use of users’ geolocation

Sapling-Round-Analog-Zone-Clock-Dial-E-Hands-SKnowing the specific time zone, country, city and even the local area a customer is located in is important when it comes to effective communication. Taking advantage of this information will make it possible to send messages at the times in which your subjects will be most likely to engage. Also crafting your messages differently for each city or country will yield improved results in your campaigns.

6. Segment using demographics

Further segment users based upon the following demographics in order to communicate more effectively.

frizbit-hyperpersonalization-people

  • Name
  • Gender
  • Age
  • Civil status
  • Birthday

7. Choose the right channel

Screen Shot 2019-06-06 at 4.14.52 PM

Whether a message is sent via email, text message, web push notification, or app push notification makes a difference in how it is perceived. For example, if you are sending a detailed progress update, an email would be the best route, but if you are reminding a customer about a sale ending in an hour, a quick text message would be the way to go. For registered users, you can use email and SMS, while non-registered users can opt to receive push or app notifications, so they do not feel invaded. With Frizbit, you can create automated and hyper-personalized campaigns in each of these channels, which will give you the freedom to choose which platform will work best for each message you wish to send.


With Frizbit’s hyper-personalization, you can create meaningful connections with your users through effective communication on a variety of channels. The artificial intelligence used will improve the reception of your products and services, increasing customer re-engagement. Register to Frizbit for an online demo to see how hyper-personalization can improve communication with your customers today!

Text Messages: Stronger than Ever with Automation and Behavioral Targeting

eugene-chystiakov-1483024-unsplashText messaging has been used as a marketing platform for years, but in relatively ineffective ways. Some may view Short Message Service (SMS) marketing as costly for businesses, since sending out a massive amount of texts can be expensive. Moreover, critics may point out that text messages can only convey limited information or that recipients may find it intrusive and consider the messages as spam. However, these drawbacks only apply to the current way in which SMS marketing is being employed–in a uniform, impersonal manner.  When used in a hyper-personalized and automated way, SMS can be an extremely effective avenue to both engage and re-engage customers.

Universal Advantages of SMS Marketing & Communication

  1. Instant communication

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In today’s day and age, the majority of people who own a mobile phone carry it with them at all times. This makes SMS an especially effective medium when it comes to communicating messages that are dependent on time, such as a notification that a promotion is ending soon or a reminder that another customer might take the item a user left in his or her cart. Being clear-cut and convenient, unlike lengthy emails or tedious phone calls, time will be saved on the sides of both the sender and receiver. This leads to an efficient, effective transmission of information.

2. Highly Likely to be read

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While not everyone has email notifications turned on, most people receive text notifications. According to research, 90% of text messages are read within three minutes of being delivered and 82% of people report reading every SMS they receive. This is about four times the open rate of emails, which is around 20%. Even if one does not open your message, a preview of the text is likely to show up on their phone, still reaching your consumer.  

3. Unsaturated form of marketing

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It is estimated that the average person is bombarded with 4,000 to 10,000 advertisements a day. With social media and digital advertising being the more commonly used platforms at the moment, users become desensitized to these ads, making them more likely to scroll past and ignore the content. The usage of ad-blockers also inhibits these tactics. A text message, on the other hand, stands out because it is more direct and eye-catching, which is important considering the high volume of ads one sees in a day.

4. Can maximize user reach

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While Whatsapp, Facebook, and other mobile messaging apps require smartphones, text messages are accessible to all mobile users. In the United States, for example, while 95% of the population owns a mobile phone, only 77% of those are smartphones, which renders 17% unable to receive communication through push notifications, app notifications, or emails on their phones. Globally, only around half of all mobile users have smartphones. Using SMS will enable you to contact a significant portion of users you could be missing otherwise.

5. Less likely to be marked as spam

Research suggests that while a whopping 53% of emails are marked as spam, only 2.8% of text messages are. Thus, SMS can increase both your overall reach and chances of user re-engagement.


Benefits When Used in an Hyper-personalized Fashion

Using automation and behavioral targeting, Frizbit can mitigate for the general faults that SMS advertising is thought to have, as well as add further benefits to those listed above. Reach your highest engagement rates ever thanks to the following capabilities of hyper-personalized text messaging:

  • Call the users by their names
    • Let them know they are important
  • Use advanced personalization parameters
    • i.e. price, product name, product category
  • Trigger messages based on user behavior
    • i.e. geolocation, related products, cart abandonment

Sample Use Cases of Hyper-Personalized Text Messages Sent via Frizbit

1) Incomplete transactions

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Remind customers to complete their purchases if they left any products in their carts.

2) Appointment reminders

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Make remembering appointments easier on customers and reduce no-shows. This is perfect for salons, dentists’ or doctors’ offices, restaurants, or any other service that offers reserved timeslots.

3) Event Promotion

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Behavioral targeting will enable you to recommend content your users will enjoy.

4) Geo-location

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When a customer is in a certain area at a certain time, it can trigger a relevant SMS.

5) Promotions & Sales

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Encourage users to take advantage of limited-time discounts.

6) Travel Alerts

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Arranging travel can be complicated for clients. They will be more likely to return to your agency if their experience flows smoothly with helpful reminders and suggestions.

7) Holidays

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Wish customers a happy holiday and encourage them to let your company help them celebrate.

8) Opinion Polls

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Figure out how to improve customer service and ratings by encouraging feedback.


You can start utilizing automated and hyper-personalized SMS to bring customers back effectively and generate targeted conversions having high return on investment. Frizbit will enable your business to create timely, meaningful connections with users, via behavioral text messages. Register to Frizbit now for an online demo to see how you can take your communication with your users to the next level!