Category: Digital Marketing Insights, Updates and Strategy in 2022

Digital Marketing News from January 2022

As it has always been, digital marketing is constantly evolving, with new changes appearing every month, new trends, improvements, evolution of artificial intelligence and algorithms. A new year means new trends and updates. We propose you to discover digital marketing news took place in this first month of 2022: 

Digital Marketing News from January 2022

1.Search Marketing Updates

  • Page Experience Will Become a Ranking Factor on Desktop

Starting in February 2022, and continuing through March, Google will add  page experience ranking signals to desktop search.

This ranking will be based on the same page experience signals already used for mobile last year.

They also plan to help site owners through a Search Console report to understand how their desktop pages are performing in terms of page experience.

google search central said through its twitter account that : 

“To support the upcoming rollout of page experience ranking to desktop, Search Console now has a dedicated desktop section in its Page Experience report to help site owners understand Google’s ‘good page experience’ criteria.”

  • Google introduces its new system to stop advertising cookies

On 26 January, Google presented its future system for putting an end to advertising cookies, which are files that make it possible to track Internet users, analyse their behaviour and record their browsing history in order to send them targeted advertising.

Google-Stop-AdvertisingCookies

An internal cookie is useful for operating the site you are visiting, and only that site, whereas the third-party cookie can be read on several sites at the same time, making it easy to track the Internet user, i.e. to follow his or her browsing on the Internet.

How does it work?

The new system, which is still in development, provides for the Internet user to have control over his advertising profile through the Chrome browser.

Internet users would therefore have control settings allowing them to see shared themes, delete those they don’t like and disable the feature completely

Google Chrome would identify themes that represent the user’s interests based on their browsing history. These themes would then be stored on the device used and not on Google’s servers to generate targeted advertising “for only three weeks before they are removed,” Google said. This system should be deployed by the end of 2022.

The advertising industry is concerned 

Google’s move to eliminate cookies may affect the advertising market and will disrupt the business model of the digital press. Read more on our previous blog post digital marketing without 3rd party cookies

  • A new offer on GooglePlay to find great deals : 

Google will help you save money by highlighting promotions : 

Google Play Store is currently divided into four separate tabs: Games, Apps, Movies & TV and Books. It will now be divided into 5 parts with the inclusion of a promotional offers tab.

“This week we’re launching ‘Offers’ – a new tab in the Google Play Store to help you discover great deals on games and apps for travel, shopping, media and entertainment, sports and more,” Google  said in its blog.

GooglePlay-GoodDeals

You will find different forms of deals on the application :

  • Sales on games and in-game items
  • Rewards and bundled offers
  • Discounts on movies and books
  • Try something new
  • 2.Marketing Tech Updates

As you can see on our previous blog from December 2021 about WordPress 5.9, on 25 January, the world’s most popular open source CMS got a major update with the release of WordPress 5.9

This new version will bring advanced design tools to create custom layouts for your theme, and format them to your preferences.

WordPress5.9-new-features

  • What has been improved in WorldPress 5.9?

By using one of these new themes like the new default theme The Twenty Twenty-Two, you will no longer need the customisation tool, you will be able to modify your site with ready-to-use tools and a fluid and dynamic interface.

New adjustments will make your editorial experience more effective :

  • Better control tools for blocks : features new typography tools, flexible layout controls, and finer control of details 
  • The power of compositions :  an almost full screen view that allows you to see every detail.
  • A redesign of the list view : simple controls let you expand and collapse sections as you build your site

WordPress5.9-new-interface

Each new version of WordPress brings new features, performance improvements and interface enhancements.

  • Your Android phone as your car key

With Android 12, Google will turn your smartphone into a car key :

As you can see on the google blog , It is now possible to use certain Samsung Galaxy or Google Pixel phones to lock, unlock and start certain BMW vehicles from your phone using the digital car key.

You can even remotely share your digital car key with a friend.

Those who own car models with NFC technology will be able to unlock their car by pressing their phone on the door.  Digital-Car-Key-Android

 

By the end of the year these features will be available on even more Android phones and vehicles. It also claims that you will be able to unlock or lock your car without taking out your phone.

Many major car brands are equipping their cars with wireless Android Auto, with the Fast Pair system currently available on some BMW and Ford models.

The digital car key is currently available on nearly 150 million cars worldwide.

Following this announcement, Apple took the initiative last year to add a digital car key to their iPhone or Apple Watch.

DigitalCarKey-Phone-Android

 

  • AI Builder allows you to extract sentiment from text

Ai Builder which is a Microsoft Power Platform, is an easy way for companies to aggregate customer feedback that can come from different sources, emails, forums, twitter etc. 

Intelligent automation can be used here, it can automatically extract sentiment from multiple sources and process customer feedback more easily.

The company can track in real time what its customers think about its products and brand. 

It can therefore:

  • Set up focus groups with customers.
  • Conduct user studies when the list of queries is well defined.
  • If the negative feedback comes from a specific product, the company can improve it

3.Social Media Updates

  • Instagram launches paid subscriptions for creators in the U.S. 

Good news for Instagram influencers, as it is mentioned on the business instagram blog the app is currently testing paid subscriptions in the US.

Creators will be able to offer exclusive content, including Lives and Stories, in exchange for a fee from their community. The price of the subscription can be freely set by each creator.

instagram-subscribers-influencer-paid

Subscriptions on Instagram will work in the same way as Super Follows on Twitter. 

Super Follows offers the possibility to charge subscribers a certain amount per month ranging from $2.99 to $9.99 in exchange for bonus content.

Instagram creators will also be able to charge their fans for exclusive content.

Concerning the prices, Instagram offers creators a choice of eight different price points, ranging from 0.99$ to 99.99$ per month.

Subscribers will have different offers according to their preferences :

  • Subscriber Lives
  • Subscriber Stories
  • Subscriber Badges

Instagram says it will not take a commission from creators’ subscription revenue until at least 2023. The platform says its main goal here is to help creators earn a living.

  • TikTok tests its own version of the Retweet with a new ‘Repost’ button 

TikTok is constantly trying to add new content and features. The latest : a video reposting feature that is currently being tested.

The purpose is to repost a video without adding your own contribution, like a retweet on Twitter. After you share it, all the likes and comments will go to the person who created the video, but contrary to a Retweet on Twitter, the republished video will not show up on your own TikTok profile, it only sends the video to your friends’ For You streams.

TikTok has confirmed that the button is currently being publicly tested with a small number of users.

   tiktok-repost-twitterbutton

  • Are Facebook and Instagram about to create a marketplace for NFTs

Meta, the parent company of Facebook and Instagram, is reportedly about to enter the NFT market. This is a logical strategy for the group’s social networks and a further step towards the metaverse. 

According to the Financial Times, Mark Zuckerberg’s group intends to allow Facebook and Instagram users to create, buy and sell NFTs.

Instagram is reportedly testing a feature to display its NFT collections on the social network profile.

The NFT sector has grown so exponentially in 2021 that it has become certain that it will still be a very powerful sector in 2022 and this is why Meta should get its two main social networks, Facebook and Instagram, on board.

Indeed, more and more brands are launching NFT collections not only as digital art/assets, but also to create and develop vibrant brand communities.

 

Digital Marketing News from December 2021

2021 was for sure an eventful year and it went by really, really fast. We shared every step of the ways with you bringing you a sum up of the most important digital marketing news each month and here were are once more with the:

Digital Marketing News from December 2021

1. Search Marketing Updates

  • DuckDuck Go is Launching Desktop Version of Mobile App

The mobile search engine solution for a more private experience has announced the release of a desktop version. They claim their solution to be an “everyday browser that respects your privacy” and to be much faster than Google. 

DuckDuck Go Desktop Version

This new release is not to be confused with their extension for Google Chrome. The DuckDuck Go private browsing app will be a standalone product. So far this is what we DuckDuck has said about it:

  • Cleaner and simpler interface
  • It will keep the “Fire” button from its mobile app
  • Less clutter and offer more privacy than Chrome
  • Faster than Google Chrome

This desktop version is currently being tested in a closed beta and the company hasn’t made it clear when it will be available for everyone. 

  • Google Updates Local Search Results

An algorithm update began to roll out late November and Google has confirmed it concluded early December. Through their Google Search Central Twitter account they said:

Our November 2021 local search update has concluded. It began Nov 30 and ran through Dec 8. It involved a rebalancing of various factors we consider in generating local search results.

On Google’s support page you can find a list of the ranking factors and how to improve them:

  • Relevance: how well a local Business Profile matches what someone is searching for.
  • Distance: how far each potential search result is from the location term used in a search.
  • Prominence: how well known a business is keeping in mind that some places are more prominent in the offline world. 

Even though Google has never been specific about how they rank search results, with these insights you can redirect your efforts towards the one that works best for you and your business. 

  • Microsoft Bing’s Integration with Shopify is now Live

Back in October Microsoft Bing announced a new integration with Shopify to allow shoppers across Microsoft to get more diverse products, great prices, and improved discovery of deals.

Microsoft Bing Integration with Shopify

That integration is now live!

If users head to Microsoft Bing right now and search for a product they have been looking for, they will receive results from millions of merchants thanks to the Shopify integration. After selecting a product and clicking on the “buy now” button, they will be instantly redirected to the shopping cart page to continue with their purchase. 

These products will also be available on Microsoft Start. We’re excited to launch our integration with Shopify to provide our shoppers a delightful experience with wider variety of products, better prices and convenience of “buy now”. – Microsoft Blog

2. Marketing Tech Updates

  • Adobe Announces Free Creative Cloud Express

Adobe is introducing a new suite of tools called Creative Cloud Express. It’s a web and mobile app created for anyone, from students to entrepreneurs, to create:

Creative Cloud Express draws on our decades of experience working with the creative community. It makes the core technology in our industry-leading products like Photoshop, Illustrator, and Premiere Pro available with just a few clicks — and with no learning curve. And whether your goal is to make a flyer, edit an image, or produce marketing assets, you don’t have to start from scratch — Creative Cloud Express gives you access to thousands of beautiful templates, millions of images from Adobe Stock, thousands of fonts, and many more assets that you can personalize to tell your story. – Adobe Blog

This free tool is designed for everyone to use, even people with no previous experience with design software. This new suit of tools, Creative Cloud Express is available on the web, in Microsoft stores and on apps for iOS and Android.

Adobe Free Cloud Express

It’s so easy to use thanks to many simple features called Quick Actions like removing an image background, trimming a video, or creating a GIF with just a few clicks. On top of that, the suite offers access to millions of resources like photos, fonts, templates, graphics and other. 

  • WordPress delayed  5.9 version Release

WordPress has delayed the release of the 5.9 version to January 25th 2022. Originally, it was intended to be published in December 2021, but the project fell significantly behind schedule and core contributors raised their concerns about being able to meet deadlines. 

On their blog they informed that near the end of original alpha release cycle there were issues related to the new features planed for the 5.9 version:

  • Full Site Editing (FSE), which is a collection of features, such as global styles interface, Navigation Block, block themes, template editors, and site editing flows.
  • The Twenty Twenty-Two (TT2) theme, which depends on these FSE features.

The thing is that WordPress 5.9 version is a major one because of the full editing features it includes and they need to get it right. Adding up to that, the WordPress 6.0 version was scheduled to be released in April 2022 and they felt it was too long for the community to wait.

After revising the list of issues, the Core Editor team realized that these features could be included in the 5.9 version with the new schedule. They are focusing on a schedule that delivers full release and this is what they said:

5.9 is still in feature freeze. Work from here on is strictly to address the changes that get the release to a stable state. – WordPress Blog 

  • Jotform adds 3 new Widgets

Jotform takes pride in the vast amount of (very specific) widgets they have to cover their users’ needs. This month they are introducing 3 new ones they feel are worth highlighting:

  • Image Gallery
  • WhatsApp Button
  • OpenStreetMap

Jotform New Feature Whatsapp

The Image Gallery widget allows users to add a photo gallery to their form. They feel this feature could be useful for order forms, for example, when a user needs to display a wide range of products. The widget it’s said to be very easy to use and customize with no coding required. 

The Whatsapp Button embed directly to the forms so anyone can access and message to Whatsapp. It’s a widget that allows users a seamless way to communicate. In Jotform’s blog they say: Use the WhatsApp Button to collect orders, receive feedback or contact information, or simply as a way for users to contact you with any urgent requests.

Last but not least, the OpenStreetMap widget allows users to display an interactive map on their form or app:

This can be especially useful for giving users a point of reference for specific destinations — whether it’s to show precisely where your business is located, how to find an event space, how to navigate to the nearest parking lot, or anything else. – Jotform Blog

3. Social Media Updates

  • TikTok Users Can Make Money Through Tips & Gifts

Social media platform TikTok is introducing new ways for content creators to get paid with addition of tips and gifts. These new features are part of a suite of new monetization tools called Creator Next. 

  • Tips: the new tipping feature allows users to send tips of $5, $10, $15, or custom tip amount to other users to show their appreciation for the content they create. When a user gets a tip, they receive 100% of it. These payments are facilitated by Stripe and users who are eligible to receive them will display a new icon on their profiles.
  • Video Gifts: the new gifting feature allows users to send virtual gifts to other users on specific videos and the recipient can exchange them for money. You might have already seen a new gift box icon displayed on certain videos. 

To be eligible for receiving tips and gift a user must comply with the following:

  • 18+ years of age
  • At least 1,000 video views in past 30 days
  • Have at least three posts in the past 30 days
  • An account that’s in good standing with TikTok’s community guidelines
  • Be based in the US, UK, Germany, France, Italy, or Spain
  • Meet minimum follower requirements (which differs depending on region)
  • Twitter Adds Auto Captions for All Video Uploads in Tweets

Twitter has announced a major new feature: all videos uploaded within tweets will have auto caption enabled. 

Twitter Caption Videos

The new captions will be enabled for in-stream videos that are muted, on both iOS and Android, while desktop users will have the option to switch them on and off as they please. The captions are available in 37 languages and will show in the language of the device used to upload the video.

Translation and editing of the captions are still in development but this new feature allows Twitter users to access content in more formats. As this social media platform has always been text-focused the auto caption for videos opens the doors to give more prominence to videos. 

  • Clubhouse Launches Saved Replays, Unveils New App Icon

Clubhouse, the popular social media platform that gave us so much to talk about early 2021, has announced one more update before the year ends. 

The new “Saved Replays” feature allows users to save the audio from a recorded Clubhouse chat to listen to later. Any user can access the option by clicking the three dots and then tapping the “Save Replay” button. 

Clubhouse Saved Replays

This might be a feature users were expecting from the app since it seems to be very useful to be able to listen to audio chats later in time. 

The app also unveiled a new icon featuring streaming influencer Abraxas Higgins since they consider him a “quintessential Clubhouse success story”:

“A former Wall Street banker turned music marketing strategist turned audio influencer. In addition to being the host of Clubhouse’s beloved morning show 9AM in London, Abraxas is also the most followed person in the UK on Clubhouse and makes more money now from brand partners than he did as an investment strategist.” 

That ‘s for 2021!

2021 was for sure a year full of interesting events in all aspects. We hope you enjoyed our last digital marketing news article of the year and we will see you on the next ones! 

Happy 2022! 

Digital Marketing News and Updates from November 2021

With just one month left to 2021 and a major holiday season right ahead, it’s imperative that we take our time to checkout the most important: 

Digital Marketing News and Updates from November 2021

1. Search Marketing News

  • Google Launches New Tools and Features to Support Local News

Digital Marketing News November 2021

Over the past five years Google has reported an increase in queries on search like “news near me”, reaching a special high during COVID-19 pandemic in May 2020. In response to this demand, Google is launching new features for local search results and new tools for journalists:

“At Google, we’re dedicated to finding new ways to help readers better connect with publishers and helping publishers more efficiently and creatively produce quality journalism their readers want.” Google Blog

a) New Features for Local Search Results

  • Local News Carousel: readers will see a carousel of local news stories when there’s local news relevant to their query.
  • Top Stories: Google is improving their system to show authoritative local news sources more often alongside national publications.
  • Topic Understandment: Google is refining its ability to have a better understanding of general topics like “sports” to more specific ones like “tennis” to help readers get more relevant search results paired with location signals. 
  • Local Tweets: results are now showing tweets by local sources, authors authorities and organizations relevant to the search query. 

b) New Tools for Reporters

  • Census Mapper Project: an embeddable map tool aimed to help reporters sort out and visualize data in a more easy and appealing way. It displays Census data at the national, state and county level, as well as census tracts.

Digital Marketing News November 2021

  • Common Knowledge Project: is a data explorer and visual journalism project and Google is making improvements to integrate journalist feedback and new features including geographic comparisons, new charts and visuals.

Digital Marketing News November 2021

 

  • Google Ads App Updated With 3 New Features

Google is making marketers life’s a little bit easier by updating the Google Ads App adding new 3 features that allow them to make changes and monitor campaigns performance directly from mobile devices. 

  • Improved Performance Insights: the update will provide information about campaign performance with a real time notification when a significant change occurs, an explanation of why it happened and, in some cases, a recommendation on how to fix the issue. There will also be insights on positive changes in performance to help marketers understand what worked and how to replicate it in the future. 

Performance Insights Google Ads App

  • Real-time Search Trends: Google added search trends to the mobile app to make it accessible from everywhere.
    Let’s say you’re a grocery retailer looking to reach more customers. With Search trends, you may notice a rising trend for “cookie decorating kits” and “bread & pastry dough”. You can then act on these trends by creating new campaigns for these products, and even update your in-store and online merchandising as well. 

Google Search Trends Ads App

  • Campaign Creation on the go: with just a few taps is now possible to create campaigns directly from the Google Ads mobile app. By simply tapping the “plus” button you can select your campaign type, where you’d like your ads to appear and other campaign settings. 
  • Google Makes Improvements in Search Results for “Deals” Query

During Holiday season searches for deals and discounts peak. That’s why Google is introducing new ways for people to connect with businesses and find the “right deal at the right moment throughout the season.”

Google Deals

 

  • Helping People Find the Right Deal: products with a deals badge will appear in a new feed in the Shopping Tab. People can access it by selecting the “Deals” menu or by doing a search that triggers for queries like “deals” or “Black Friday.” Any product with a deals badge is eligible and will be highlighted depending on how attractive the offer is.
  • Measure Deals Performance: merchants will be able to see which of their products are eligible for a deals badge in the products tab within the Merchant Center. The dashboard now shows a detailed performance report with data on impressions, clicks and click-through rate.

    google-merchants-center

  • WooCommerce and Shopify Integration: both platforms businesses will be able to showcase their existing deals across Google by synching existing and new promotions to their products listed on Google directly within their store dashboard.

2. Marketing Tech Updates

  • HubSpot Launches New Payments Solution

HubSpot Payment Solution

The CRM platform has announced the launch of HubSpot Payments to Help Customers Deliver a Better Buying Experience. HubSpot Payments is an end-to-end payment solution built natively as part of the platform and allows companies to accept payments seamlessly with fewer tools. 

“For too long, B2B companies have suffered through painful sales processes that leave customers frustrated and lost revenue on the table. That’s why we’ve built HubSpot Payments to enhance the customer experience rather than slow it down” – Brad Greene, VP of commerce and payments at HubSpot.

With HubSpot Payments companies will be able to accept digital payments without the need of any type of development, since it’s integrated directly into the CRM. It also allows a more secure buying experience for customers being able to pay in just a few clicks using the payment method they prefer.

  • Mailchimp and Shopify Launch Direct Integration

Mailchimp announced a partnership with Shopify for new and existing users of both platforms to connect their Mailchimp account with their Shopify storefront through a direct integration without needing third-party tools or manual data transfer. 

Mailchimp shared the news saying that “By connecting Mailchimp and Shopify directly, merchants will be able to combine the power of purchase data with marketing data and use those insights to help drive conversions, increase revenue, and reach more customers at the right point of their buying journey.”

This integration comes in time to help small businesses make the most out of the holiday season by making it easier for merchants to reach their customers. 

“The combined power of Mailchimp’s suite of marketing tools and Shopify’s robust commerce infrastructure will level the playing field and unlock even more opportunity for independent businesses to grow and succeed into the future.” – Fatima Yusuf, Director of Commercial, App Ecosystem, Shopify.

Mailchimp also acquired the ShopSync app, which has helped Mailchimp users connect their accounts to Shopify stores.

  • Slack Introduces New Platform

With the purpose of empowering organizations by understanding that each one of them works with different flows, structures and specific requirements Slack has completely rebuilt and re-engineered the Slack platform. 

Slack HQ

They want Slack to be companies’ Digital HQ to make work more productive and pleasant. With this update they are offering businesses a tailored solution that adapts and responds to their unique business needs. On their blog they say:

“From everyday business users like sales representatives, administrators and marketers to seasoned engineers, everyone can customize their Slack experience and digital HQ to fit how they work, now and in the future.”

Here’s what’s new:

  • Workflow Builder: a feature that allows non-developers to create workflows by dragging and dropping pieces of existing apps and then customizing how they work together. 
  • Slack Links (coming soon): with just one click, users will be able to sign in to their work apps using their Slack accounts. 
  • Subscribe in Slack (coming soon): users will be able to set up Slack notifications from their other tools integrated into their Slack workspace. 

3. Social Media Updates

  • YouTube Removes Dislike Counts On All Videos

Videos on YouTube will no longer show a public dislike count, while the dislike button remains. Early 2021 YouTube experimented with the dislike button making invisible the dislike vote count to help protect content creators against harassment where people worked to increase the number of dislikes from a certain video.  

“We want to create an inclusive and respectful environment where creators have the opportunity to succeed and feel safe to express themselves. This is just one of many steps we are taking to continue to protect creators from harassment. Our work is not done, and we’ll continue to invest here”. – YouTube Blog

The results from this experiment showed that, because the count wasn’t visible, viewers were less likely to hit the button trying to drive up the number of dislikes. Apparently this is a practice that affects small and new channels the most. 

Based on these results, YouTube has decided to make the dislike count private across the entire platform. Viewers will still have the option to hit the dislike button if they want to and creators will still be able to find the exact amount of dislikes from a video on YouTube Studio along other metrics. 

This change is rolling out gradually since early November 2021. 

  • Instagram Launches Live Test of Longer Videos in Stories

Instagram has launched a live test for 60 seconds videos in stories. This means that longer videos won’t be split into 15 seconds clips anymore. This is what Instagram had to say when inquired about the subject by socialmediatoday

“The ability to create longer Stories posts comes highly requested by our community. We’re excited to be testing 60-second Stories so that people can create and view Stories with fewer interruptions.” 

Instagram Tests 60 Seconds Long Stories

This initiative comes from the desire of Instagram to simplify and consolidate ideas, since they launched a lot of features in the last year. The decision has also been influenced by social media platform TikTok which has become most popular between younger crowds and thrives with simplicity. 

The new feature is currently being tested with only a small group of users, but soon it will reach more and more people. 

  • TikTok Tests New Option to Tag Other Profiles in Your Video Clips

With the objective of boosting engagement, TikTok is rolling out a feature that allows users to tag other profiles in their clips. This option comes as an addition to the already available @mention option within the post captions. 

TikTok Tag Other Profiles

This means that users can still alert other profiles about their clips, but keeping the caption text free of mentions. Functionality wise it doesn’t represent a major change, however it does provide a new way to link creators content. 

The new option to tag other profiles, is still being tested and there are no plans to roll it out to all users at the moment. 

Digital Marketing News From November 2021

So here are the most important news and digital marketing trends from November 2021. As always Google is constantly providing with more and better tools for marketers to do their jobs the easiest way possible, marketing platforms are keeping up with teams’ requirements and social media competition never ends.

Which update caught your attention the most?

If you are interested in reading more about digital marketing make sure to visit some of our other blog post:

Digital Marketing Trends 2022

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

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

With that in mind here are the top:

Digital Marketing Trends 2022

1. Conversational Marketing

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

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

Digital Marketing Trends 2022 Conversational Marketing

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

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

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

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

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

2. Gamification

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

Gamification Digital Marketing Trends 2022

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

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

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

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

3. Marketing Automation

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

Marketing Auotmation Digital Marketing Trends 2022

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

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

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

4. Programmatic Advertising

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

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

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

5. Online Reviews

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

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

Online Reviews Digital Marketing Trends

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

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

6. Automated Web Push Notifications

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

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

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

Automated Web Push Notifications Digital Marketing Trends

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

The two main advantages of web push notifications are:

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

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

7. Omnichannel Marketing

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

According to ClickZ omnichannel marketing strategies bring excellent results:

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

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

Digital Marketing Trends 2022 Omnichannel Marketing

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

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

General Tips for you  2022 Digital Marketing Campaigns

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

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

Final Thoughts on Digital Marketing Trends 2022

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

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

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

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

2021 Christmas Marketing Ideas and Strategies To Boost Your E-commerce Sales

The most joyful time of the year is fastly approaching: Christmas! Ho Ho, it’s time to put on our thinking hats and make our brands shine for the last major holiday of the year. And what better excuse to reach out to new and old customers than amazing Christmas offers, discounts and special products?

Businesses need a very strong online presence and a super effective digital marketing strategy to really stand out during these times when all brands are competing for customer’s attention. 

Why should you have a Christmas Marketing strategy?

If you are wondering if and why you should plan a specific Christmas digital marketing strategy for your ecommerce, here are some interesting insights:

  • According to GlobeSt, in 2021, experts predict that online retail sales will make up 16.3% of total retail sales. It will hit 18.3% in 2023 and 19.9% by 2025. 
  • A study from eMarketer states that by 2022, retail sales from e-commerce will comprise 16.3% of total retail sales.
  • CNBC says that the number of shoppers that went to brick-and-mortar stores on the Saturday before Christmas 2020 dropped by 40.9% from a year ago.

Keep in mind that during, and after the Covid pandemic, a lot of customers changed the way they shop, getting used to purchasing online and less in physical stores. Brands and businesses need to adapt to the new shopping habits and offer customers what they are looking for. 

To help you prepare better for the upcoming holidays we would like to share with you: 

Christmas Marketing Ideas and Strategies to Boost your Ecommerce Sales 2021

With the purpose of making this guide as helpful as possible, we are going to divide it into two sections:

  • Channels to use in your Christmas marketing campaigns
  • Strategies and ideas for your Christmas marketing campaigns

This way, you’ll have ideas on actions to do and ideas on how to communicate those actions the most effective way. Let’s start with:

1. Strategies and Ideas for Your Christmas Marketing Campaigns

The first step in planning your Christmas digital marketing campaign for your e-commerce is to decide exactly what you are going to offer. Whether it is discounts, product bundles, or limited offers you must be very clear, for this is what will guide all the rest of the steps. 

In this section we will share some ideas for your ecommerce Christmas campaign!

1.1 Dress Up Your Website

When people go on Christmas shopping they want to be filled with excitement and holiday spirit: give it to them as soon as they enter your site! When people go to physical stores during Christmas time, they are surrounded by decorations, lights and music, try to give them that experience online as well.

Digital marketing Christmas Strategies for e-commerce

You can do it by maybe changing the colors of your site a little bit, adding Christmas decorations to your logo, changing product images and descriptions to fit the season mood. Making your website festive by including some details can tilt the balance in your favor when it’s time for potential customers to shop!

If you don’t have time to design Christmas-themed assets for your site, many CMS like WordPress and Shopify have free plugins you can activate with just a few clicks! 

1.2 Christmas Products, Collections and Bundles

Whichever type of product you sell, there’s always a way you can give it a Christmas twist to make it more appealing to potential customers during the holiday season. You can:

  • Create Christmas product bundles ready to gift
  • Decorate your products with some sort of Christmas add-on like ribbons, stars, glitter or Christmas ornaments
  • Offer gift wrapping service for the purchase, with customizable cards

Digital Marketing Christmas Strategies

An even more attractive strategy is to create a special Christmas Edition of some of your most popular products. It can be a new color, flavour, scent or design that’s only available for a short period of time in your online store. 

In addition to making the product something special for Christmas, you will be appealing to a sense of scarcity, enticing people to make their purchase before you run out of stock and the miss the chance to purchase a unique edition. 

1.3 Christmas Sales!

When it comes to seasonal marketing strategies, one of the most attractive things is to promote the fact that shoppers won’t get the same deals any other time of the year. 

That’s why offering unique Christmas promotions and discounts is a wonderful strategy to attract shoppers and increase sales. Flash sales work great because people are afraid they might lose the opportunity to purchase a product they want for a lower price. 

Keep in mind that during Christmas, people are spending a lot of money buying gifts for everyone and, for sure, they will appreciate a good bargain when doing their shopping. You can apply 2×1 discounts, big price reduction on selected products, free shippings and discounts for after Christmas shopping. 

2. Channels to Use During your Christmas Marketing Campaigns

Ok, so you already have amazing sales, discounts, gifts, offers and special product bundles to offer your clients for Christmas, now is the moment to think about how are you going to let them know about everything you have prepared for them.

In this section we are going to share different channels you can use to communicate and engage with your customers by offering information about your products and services, solve doubts and, overall, help them make a purchasing decision during the hectic Christmas shopping time. 

2.1 Manual Christmas Web Push Notifications Campaigns

Web push notifications are a great channel to communicate and truly engage with your customers. Their inherent qualities such as not requiring personal data, being able to reach users both on mobile and desktop outside of your website and their level of customization make them a very effective tool.

Marketing Christmas Ideas

This the perfect channel to include in your Christmas marketing strategy since we have established the importance for your brand to stand out from the crowd. You can design christmasy manual web push campaigns to notify your customers about your special Christmas offers, discounts or bundles. 

Unlike automated web push notifications, manual campaigns reach your entire subscribers database. They are the browser-based communications channel equivalent to a newsletter, which means they are super versatile and useful for sharing time sensitive information. 

You can prepare a series of manual web push notifications to inform your customers about: 

  • what’s special in your online store for the month 
  • send reminders to do their shopping on time
  • invite them to seize an offer of special sale
  • inform them about new arrivals, Christmas collections and more

2.2 Christmas Email Marketing Campaigns

Emails are one of the most profitable digital marketing channels so it’s pretty obvious that you must include them in your Christmas marketing campaign. The works is very similar to that of manual web push notifications, except that in this case, you’ll be reaching out to customers that have shared their personal information with you and you can include more detailed information. 

Since you have more space and unlimited time for users to read, with email marketing campaigns you can be more explanatory about all you have to offer during Christmas. This is the ideal channel to include beautiful and large images, countdowns, social media links and everything you can imagine to enrich the content and make it irresistible!

Marketing Christmas Email

Using a marketing automation tool you can design and schedule a sequence of emails to be sent through a period of time adjusting each message to the offer or discount you are running at the time and appealing to a sense of urgency as the final dates of Christmas sales approach. 

Keep in mind that emails are extremely customizable and you should use all the cards under your sleeve to make them as attractive as you can with festive visuals, christmasy-copies and an overall happy holidays spirit. 

2.3 Live Chat

It’s normal for people to be a little more on edge during a holiday season. Customers might have more questions and doubts about your products, services, delivery times and want to get faster replies to make decisions and complete their Christmas shopping in time. 

Integrating a live chat to your website is a great asset to connect with your customers in a very direct way and make them feel more comfortable and more cared for.

Consider that you can lose a lot of sales if customers don’t find a way to resolve their doubts quicker than usual. With a live chat you can create deeper relationships with visitors and convert them into customers. Specially during a time like Christmas when you are surely getting more traffic than usual to your site.

2.4 Create a Christmas Landing Page 

A specific Christmas landing page is a key element to increase conversions, since it is focused on one single objective and makes the decision-making process easier for customers.

christmas-landing-page

Source: sminion.com

You can design a super christmas-theme landing page in which you display special products only available during the holidays for example. You can create different versions for different target audiences or sales and segment customers to redirect them to the one that fits them best depending on their interests. 

Seasonal landing pages can have a great impact on your sales. There are many options to create beautiful landing pages you can check out:

  • Swipe Pages
  • Unbounce
  • Instapage

All in all…

These are some of many digital marketing strategies and ideas for your 2021 Christmas campaign. You can combine the channels with the strategies that best fit your brand to engage with your target audience and boost your revenue!

Before you go, check out:

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:

Black Friday Marketing Campaigns: Ideas and Examples

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

These are the topics we will cover today:

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

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

1. General Tips for you Black Friday Digital Marketing Strategy

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

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

2. Black Friday 2021 shopping trends: 

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

Where do people buy? 

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

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

2021 Black Friday Digital Marketing Strategies

Source: blachfriday.com

Black Friday Marketing Ideas

Source: similarweb.com

When do people buy?

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

What do consumers want?

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

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

3. Which Channels Should You Use?

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

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

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

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

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

a) Timing

b) Incentives

c) The element of surprise

d) Innovation

e) Social and environmental responsibility

f) Content and Design

g) Engagement

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

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

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

Example 1: Walmart 

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

Walmart Black Friday Strategy

Example 2: Frank and Oak

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

Black Friday Marketing Ideas

Example 3: Kopari

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

Black Friday 2021 Marketing Ideas

Example 4: Zippy

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

Black Friday 2021 Digital Marketing Ideas

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

Example 1: Doggyloot

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

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

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

Example 1: Shinesty 

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

Black Friday Examples and Ideas

Example 2: KVD

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

Black Friday Campaign ideas

 

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

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

Example 1: Chubbies

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

Black Friday Campaign Strategies

 

Example 2: Cards Against Humanity

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

Black Friday Marketing Ideas

Black Friday Digital Marketing Examples

Example 3: Death Wish Coffee

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

Black Friday Digital Marketing Ideas

Black Friday Digital Marketing Ideas

 

d) Innovation: Offer things not usually on offer

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

Example 1: Bath and Body Works

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

Black Friday Ideas for 2021

Example 2: Cartier

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

Cartier Black Friday Example

Example 3: Community Forklift

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

black-friday

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

 

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

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

Example 1: Deciem

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

Black Friday Original Ideas

Example 2: Birdsong

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

2021 Black Friday Ideas

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

 

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

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

Example 1: Hermes 

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

Black Friday 2021 Strategies

Example 2: Asos

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

Black Friday Discounts

Example 3: Chubbies

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

Black Friday Promos

Example 4: Target

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

Black Friday 2021

 

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

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

Example 1: Phoenix Productions 

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

Black Friday Raffle

Example 2: REIs #optoutside campaign

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

Black Friday 2021 examples

Example 3: MeUndies 

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

Black Friday Event

Conclusion: 

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

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

Since you are already here, check out:

Digital Marketing News, Insights and Updates for September 2021

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

Digital Marketing News, Insights and Updates from September 2021

1. Search Marketing Updates

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

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

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

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

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

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

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

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

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

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

 

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

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

  • Microsoft Advertising Launches Open Beta for Credit Card Ads 

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

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

Credit Cards Microsoft Advertising

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

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

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

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

2. Marketing Tech Updates

  • Shopify Launches Shopify Markets to help Internationalize Stores

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

Shopify Markets

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

By entering, merchants can: 

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

Shopify Markets is already available in early access globally. 

  • HubSpot Partners with Envato 

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

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

HubSpot Partners with Envato

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

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

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

  • Intuit Confirms Deal to Acquire Mailchimp

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

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

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

3. Social Media Updates

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

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

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

Twitter tips Bitcoin

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

This is what Twitter had to say:

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

  • Facebook Launches New Tools for Businesses

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

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

Facebook Click to ads messaging

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

instagram whatsapp conversations

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

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

  • YouTube Adds 5 Features for Creators

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

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

Digital Marketing News from September 2021

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

If you want to keep reading…

Remarketing: Everything You Need to Know

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

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

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

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

1. What is remarketing?

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

What is Remarketing

2. Is remarketing the same as retargeting?

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

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

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

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

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

3. Why should you use remarketing?

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

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

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

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

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

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

Remarketing Methods

a) Display Ads

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

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

How do you set up display ad campaigns yourself:

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

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

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

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

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

Strategies for targeting the right people

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

Let’s look at the example of user A:

Remarketing Display Ads Example

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

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

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

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

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

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

b) E-Mail and SMS- Remarketing

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

Email and SMS Remarketing

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

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

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

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

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

Let’s look at the example of User B:

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

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

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

Email Retargeting Example

 

c) Web Push Notifications

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

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

Web Push Notifications for B2B

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

Mobile and Desktop Web Push Notification

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

Let’s look at the example of User C:

User C opens your site to look for shoes. 

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

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

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

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

Web Push Notification Remarketing

5. How does Web Tracking work?

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

a) How does the tracking through cookies work? 

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

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

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

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

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

6. Which remarketing method should you use?

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

Remarketin Channel Comparisson

To summarize:

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

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

There are 3 main methods of doing remarketing:

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

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

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

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

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

Digital Marketing News, Updates and Insights from August 2021

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

Here are the most important:

Digital Marketing News, Updates and Trends from August 2021:

1. Search Marketing Updates

  • Google Shares Insights on how they Generate Page Titles

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

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

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

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

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

  • Google Simplifies Page Experience Report in Search Console

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

Digital Marketing News from August 2021

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

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

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

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

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

Digital Marketing News from August 2021

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

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

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

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

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

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

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

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

2. Marketing Tech Updates

  • Salesforce Announces Integrations with Slack

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

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

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

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

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

  • Google Ads Editor Rolls Out New Features

Digital Marketing Trends August 2021

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

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

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

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

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

  • Microsoft Ads Updates Several Features

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

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

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

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

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

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

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

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

3. Social Media Updates

  • TikTok Introduces Shopify Shop Tab for Approved Merchant Profiles

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

Digital Marketing Trends August 2021

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

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

  • Facebook Messenger Adds 4 New Features

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

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

Digital Marketing Trends 2021

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

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

Digital Marketing Trends August 2021

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

  • YouTube Rolls Out 3 Updates for Creators 

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

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

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

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

August had many digital marketing updates…

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

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