Category: Digital Marketing Insights, Updates and Strategy in 2022

Cart Abandonment Recovery Strategies for E-commerce – Recover Lost Sales

Cart abandonment recovery is the biggest issue e-commerce sites face every day. According to Statista on a study including different industries, for March 2020 an average of 88.05% of online orders were left behind without completion. Specifically, the online retail sector has an average of 84.51 percent shopping cart abandonment rate.

Cart Abandonment Recovery for E-commerce

Since it represents a huge leak of sales, it’s one of the most (if not the most) important problems to tackle if you own or run any type of online store. There are many reasons why customers abandon their shopping carts. Before we go into detail on how to mitigate this issue, let’s point out some of the:

Main reasons shoppers abandon carts:

  • Confusing site
  • Unexpected costs in shipping or taxes
  • Confusing checkout process
  • Online “window shopping”
  • Security concerns
  • Found a better deal on another site

If you want to implement cart abandonment recovery strategies, there are many techniques you can apply as for today and start getting results. Even though all users are different, with their own likes, dislikes and needs, there are some similarities and commonplaces to be identified within the segments and come up with a strategic approach that offers the right solutions.

Cart Abandonment Recovery Strategies

1. Use retargeting channels strategies

Marketers are very lucky. Yes, cart abandonment is a big issue for online stores, but there’s a wide variety of channels and marketing tools to use and tackle the problem from all angles with a tailor made strategy that fits your needs and fulfill customer’s expectations. One of the most important moves to make is to implement retargeting strategies. 

Cart Abandonment Recovery Cart Abandonment Recovery Cart Abandonment Recovery Cart Abandonment Recovery

The following table shows an estimate of how each channel performs for cart abandonment recovery strategies. The numbers where measured for a average e-commerce site.

  • Opt-in rate: The op-in rate shows how many visitors subscribe to each channel.
  • % of subscribers in sequence: the % of subscribers in sequence makes reference to how many of those subscribers can be reached by the respective channel.
  • Number of messages in sequence: when it comes to the number of messages in the sequence, it shows how many messages where designed to include as a series.
  • CTR: is the click-trough rate for each channel, it show how many subscribers who received the messages clicked on it.
  • Conversion rate: how many subscribers who received the messages and clicked on it, finished a purchase.
  • Increase in sales: how much revenue said channel generated for the site.
 Channel  Opt-in Rate % Of Subscribers in Sequence  # Of Messages in Sequence CTR Conversion Rate  Increase in Sales
 Email – Cart Abandonment  1- 3%  100%  3  17,2%  3,8x  4%
 SMS – Cart Abandonment  0,5-1,5%  100%  1  35,4%  5,2x  2%
 Web Push – Cart Abandonment  5-10% 10-15%  3  12,1%  2,3x  1%
 Web Push – Full Funnel  5-10%  100%  3  10,7%  0,8x  2%

Users that have reached the checkout stage of the shopping funnel are easier to convert than visitors or potential customers. There’s no reason not to make the biggest effort on this step. 

You have three main channels available for cart abandonment recovery and recover lost sales while retaining users: automated web push notifications, emails and SMS.

Cart Abandonment Recovery Strategies

  • Cart abandonment recovery automated Web Push Notifications

Web push notifications are messages sent through browsers to, either mobile or desktop, to subscribers that opt-in to receive them. They’re delivered the moment users open the browser and start navigating online, indistinctly of the site or page they’re on at the moment.

Cart Abandonment Recovery Web Push Notification

Automated web push notifications allow to send users automatic messages related to the step of the shopping journey they were on the moment they left the site. For example, when users put an item in the basket, but abandon the web without completing the order, they will receive an automated web push notification reminding them about the product they left behind. 

You can recover lost sales from abandoned carts by sending automated notifications to users who left products in their basket but didn’t complete the purchase. You can schedule a sequence of messages to be delivered after certain amounts of time, like 1 hour, 1 day and 3 days after the user abandoned its shopping cart. 

The most engaging feature about using this channel to recapture lost customers, is that you don’t need any type of personal data from them. Unlike email or SMS, you can retarget visitors and anonymous users with web push notifications and bring them back to your site so they can finish their purchase. 

  • Cart abandonment recovery emails

Cart abandonment email might be the strategy online stores use the most to tackle this issue. When using automated emails, they’re automatically sent to users that left the site on some step of the checkout process without completing a purchase after they added products to their cart.

Cart Abandonment Recovery Email

Frizbit allows you to set up automated behavioural emails to recover abandoned carts.  The configuration process only needs to be done once, so implementing this strategy won’t represent a continuous effort or add to your normal workload.

Recovering abandoned carts emails should be as highly customised as possible. When users identify and relate to the content of the message, click-through and conversion rates increase significantly which translates to a recovery of lost sales and an increase in your revenue. 

This strategy has always been so popular, because it has presented a direct communication with users by contacting them through their email accounts. The downside is that, in order to do so, you need people to share with you their personal information and they don’t always do that. So, basically, if a user leaves the site before reaching the part of the checkout process where they’re supposed to submit their email address, you lose that user for good. 

Even though cart abandonment emails have always presented encouraging results for online stores, combining them in a strategy that also includes automated web push notifications will help you optimize your strategy and take it to the next level. Keep in mind that with emails, you can only reach those people that registered, while losing visitors and anonymous users. Adding an additional channel, that allows you to communicate with all visitors might be what your strategy is missing. 

You can check out our Success Story with Bidcom, an online retailer in consumer electronics that uses a combination of Frizbit’s automated behavioural emails and web push notifications campaign to recover abandoned carts. 

  • Cart abandonment recovery SMS

SMS cart abandonment are messages sent to users that left a site during some step of the checkout process after adding a product to their basket. They work with the same principle of cart abandonment emails, but instead of receiving the message in the inboxes, users receive them on their mobile devices.

Cart Abandonment Recovery SMS

The format of SMS presents a great opportunity for online stores, since the information is delivered directly to the hands of the user through their phones, which makes it a very direct form of communication. Everyone has their mobiles nearby and constantly checks them during the day. Unlike emails, with SMS you don’t have to wait for users to go and check their inboxes to get the message. 

They are also highly customisable as well, and can include user name, product name, category name, brand or pretty much anything you wish to highlight about the article. This helps by making the message more relevant and harder to ignore by the user. 

However, the way it happens with emails, you need users to provide information: their phone number. If people are already reluctant to share their email address, this unwillingness increases a lot when it comes to sharing much more personal information like their personal number. If they don’t, you’ll lose them as well. 

Create a multichannel cart abandonment recovery strategy

There are multiple roads you can take to deal with cart abandonment: optimizing the web experience, using retargeting emails, sms or web push notifications. The way we see it, the real solution for this issue is to combine all of them in a well-planned retargeting strategy. 

FYI, we’re not saying that you should harass your users with messages while you follow and stalk them through every possible channel. What we’re saying is that you need design and execute a multichannel cart abandonment strategy in a way each channel complements the other.

Create a strategy thought out like a service you’re providing your customers. You want to bring them back to finish their purchases and recover lost carts in a way they feel they’re also gaining something. You can use each channel available in a different way, with different types of messages, different frequencies and segmenting by users by creating a flow of messages. 

Remember to always make the message as relevant as possible by using the dynamic fields available such as user name, product name, image, price or any information you see fit. The most important thing you need to keep in mind when designing your multichannel cart abandonment strategy is to use the frequency cap parameter so you can regulate the time periods your messages are delivered.

This is especially important if you work with different providers for each channel. You’ll have to coordinate the time frames in which you want each message to be delivered so they don’t clash with each other. For example, if the recovery cart email is sent after one hour, you’ll have to change the web push notification timing to be sent after two hours. If the user clicks on the email and completes a purchase, that event will be fulfilled, hence cancelling the web push notification automatically. 

If you work with the same provider for web push, emails and SMS, this won’t present a problem or extra work. Frizbit allows cross-platform event triggering coordination, meaning that if a user clicks on the cart abandonment recovery notification, the email and the SMS won’t be sent and so on.

Additional Tips to Reduce Cart Abandonment Rates

1. Optimize your site

When we talk about cart abandonment issues, we’re referring to the last step of the shopping funnel. So why are we even mentioning the quality of the site as an important element here? Simple: user experience from top to bottom. 

  • Simplify navigation

Simplify the journey as much as you can. A lot of users abandon carts because of a confusing, complex navigation. The more clicks you put them through, the higher the chances that they leave before completing a purchase. The ideal number here is up to three clicks. To get there, make sure you organize your products in different, identifiable categories with names that clearly describe what’s in them.

  • Create engaging informative product pages

Remember that before any user even thinks about adding a product to the basket, they browse through your site. They get a feeling from what they see, from the homepage to the product page. You want to focus on creating an engaging experience for them that also presents all the information they might need to know before making a decision.

Cart Abandonment Recovery Tips

Include product visuals that portray as best as possible the characteristics of the article: photos from different angles, videos, details. When shopping online, customers don’t get to touch, smell or experience the product in any physical way, and that can be a huge barrier to the shopping process. Reduce it by adding as much visual and descriptive information as you can.

  • Reduce loading times

Long loading times can greatly affect cart abandonment rates. Keep in mind that people get easily bored and distracted when browsing online. If you make them wait too long to go through checkout after finally deciding to shop for a product on your site, you can very easily lose them. 

This risk is even bigger for mobile users who already present higher cart abandonment rates as they are. Bottom line, if your site is slow, users will abandon. The checkout page is the step where you want to boost your site’s loading time as much as possible. Making the shopping journey easy and fast in this stage is crucial for customers to complete their purchase and avoid cart abandonment. 

2. Increase site trust

As we mentioned before, one of the main reasons for cart abandonment is a lack of trust in the shopping process. Even though by now most of us are extremely used to shopping online and we do it all the time, there are still a lot of barriers regarding the level of trust on online transactions. 

You’re asking people that don’t know you from anything to trust you, not just with personal information, like email or phone number, but with very private and sensitive credit card and bank account details. It’s your job to increase the level of trust. You can do it by:

  • Displaying logos of security companies your work with: One study done by Actual Insights found that, on average, 61% of people did not buy because a trust logo was no were to be found on the site, and over 75% said they didn’t buy because they didn’t recognize the logos used.

 

Cart Abandonment Recovery Tips

 

  • Including social proof: If you also let users know that others have purchased products from you and had a great experience doing so, you might tilt the balance in your favor. It’s all about adding valuable information that reduces hesitation by increasing trust leves of your site. 

 

Cart Abandonment Recovery Tips

 

  • Avoiding to request unnecessary information: nobody likes to share their personal details on the internet. Especially if you don’t know what they’re going to be used for, so refrain yourself from asking people to fill endless forms with personal data. If possible, create a “guest checkout” option that doesn’t require users to create a profile on your site.

3. Be honest about your prices!

Unexpected and hidden additional charges in the checkout page is the biggest reason customers leave without completing a purchase. 56% of shoppers claimed to have abandoned their cart because extra rates were not mentioned before. 

To lower this stat, be as transparent as possible from the get go. Make sure to display shipping rates and tax charges as clearly as you can so people can see it and don’t be surprised when they’re about to click that final “complete purchase” button. 

You can add a shipping calculator where customers can introduce their addresses and learn how much it will cost them. Another option is to offer free shipping when a certain basket price is met. This way, not only will the costs be clear, it will be an extra incentive for customers to maybe spend a little more on your site. 

You can reduce cart abandonment rates dramatically if you plan and execute a seamless retargeting strategy. If you want to request a one month demo period to try it out on your site, let us know by clicking here, we’ll be happy to help. 

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Digital Marketing Insights and Updates from February 2021

February is a very short month. With only 28 days, there seems not to be enough time for things to change in the digital marketing world. However, there are some remarkable events to take note of and we have gathered the most important digital marketing insights and updates from February 2021 just for you. 

Digital Marketing Insights and Updates from February 2021

  1. Search Marketing Updates

Responsive search ads now the default in Google ads

Responsive search ads are ads adaptable to show more text and relevant information to customers. When creating one, you can enter multiple descriptions and headlines that Google will automatically test with different combinations and, in time, learn which ones perform better. The goal is to discover what type of messages adapts better to customer’s searches and ultimately improve the performance of your paid search ad campaigns. 

Google recommends to have at least one responsive search ad per ad group. Very recently, they announced that they’re making responsive search ads now the default in Google ads, based on how promising result are:

Using machine learning, responsive search ads automatically identify the best combination of headlines and descriptions to deliver the right ad to the right person. In fact, we’ve seen advertisers that add responsive search ads in their ad groups achieve up to 10% more clicks and conversions. – Sylvanus Bent, Product Manager, Google Ads

Google claims that Covid-19 pandemic has changed the way consumers conduct online searches, thus accelerating the need to change how those results are presented to them. According to Google responsive search ads (RSAs) are the answer to that need and they can offer much better results for businesses.

They have shared a list of best practices to optimise RSAs as much as possible:

  • Use Ad strength when writing headlines and descriptions to understand the effectiveness of your ads. 
  • Take advantage of location insertion and countdown customizers to show ads that are relevant and meaningful.
  • Use Smart Bidding and broad match keywords.
  • Review cross-campaign asset reporting to understand which creative assets resonate most with your customers.

New association functionality added to Search Console

Google also announced they’ve added a new association functionality to Search Console that will allow to connect a Search Console property with another Google property such as Analytics, a Youtube channel or a Google Chrome Web Store. 

Digital Marketing Updates Google Search Console

This new feature allows sites to access and unlock other functions:

  • Google Analytics: View your Search Console data, such as organic search queries, in your Google Analytics property. 
  • Google Ads account: View the paid and organic report in Google Ads.
  • YouTube channel: Link your videos to your associated website.
  • Play Console app: Use App Indexing.
  • Actions Console project: Verify your brand and enable cross-platform functionality.
  • Chrome Web Store account: Publish apps and extensions to the Chrome Web Store on behalf of your site.

The association features depend on the association type and you can access them through the Association Page via the settings menu in your Search Console account. 

2. Marketing Tech Updates 

Microsoft announced limited access to neural text speech AI

The Microsoft Custom Neural Voice text-to-speech AI allows developers to create custom synthetic voices. The recently announced limited access to this technology.

The Custom Neural Voice is a Text-to-Speech (TTS) feature of Speech in Azure Cognitive Services that allows users to create a one-of-a-kind customized synthetic voice for their brand.  – Azure Microsoft

The neural speech AI has many possible applications for different brands and industries that can benefit both customers and businesses. Chatbots, voice assistants, audio books, online learning and translations can take advantage of this technology and improve customer experience by customising their synthetic voices. 

The technology consists of three main components that improve results: text analyser, neural acoustic model, and neural vocoder. These three elements work together to reduce by 50% pronunciation errors and optimise workflow. 

Interested brands must apply and be approved by Microsoft to access it. “Alternatively, developers can add text-to-speech (TTS) capabilities to their apps quickly by creating an Azure Speech instance and selecting from a rich choice of over 200 voices” stated de Microsoft announcement.

Magento released Magento Commerce 2.4.2 for Digital E-commerce Growth

Magento recognizes the importance of digital businesses, especially since 2020 and the migration of many stores to a digital environment. That’s why they keep focusing on offering their customers the best service and experience possible. 

Digital Marketing Updates Magento

Early this month Magento released Magento Commerce 2.4.2 along with security-only patches 2.3.6-p1 and 2.4.1-p1 that focus on enhancing performance and increasing security. 

Magento Commerce 2.4.2 assists merchants in maximizing their opportunities with enhancements to B2B purchase approvals, expanded PWA and GraphQL support, and improvements to the Page Builder and Media Gallery performance and developer experience.  

The update includes improvements to:

  • B2B capabilities for purchase approvals
  • Image optimisation
  • Faster time to market
  • In-product guidance
  • Several enhancements to platform quality

3. Social Media Updates

Twitter develops “Spaces” a competitor for Clubhouse app

If by now you don’t know what Clubhouse is, I’m sorry to tell you that you’re living under a rock. The popular only-voice based app has been causing a bit of a stir in the social media world. It’s gaining popularity and subscribers by the second and everyone wants to get invited.

DIgital Marketing Updates Twitter Spaces

No wonder competitors are starting to raise and Twitter has rolled out Spaces. This new feature allows Twitter users to create audio-only chat rooms with up to 10 speakers at a time with no limit on number of participants. To create a Space, the users has to long press the compose icon and tap a new Spaces button that will show on the far left. 

The user that creates the room gets to decide who has permission to speak, choosing from everyone, people you follow or specific individuals. Spaces requires users’ permission to access the microphone and it will activate automatically as soon as the “Start your Space” button is clicked. 

To this moment, this new feature is only available for a small group of iOS users while Twitter gathers feedback from users. They claim that soon, Spaces will be available for more people and for Android devices as well. 

LinkedIn is developing a new freelance marketplace

As an effort to help professionals face the working crisis created by Covid-19 pandemic, LinkedIn is rolling out a new Freelancers Marketplace. The objective is to help professional freelancers and businesses to find each other, connect and work together. 

Digital Marketing Updates Linkedin Freelancer Marketplace

LinkedIn’s network counts with over 740 million users and the new Freelancers Marketplace will compete with similar websites like Upwork, Freelancer of Fiverr. It will count with a digital wallet through which businesses can pay professionals, facilitating the transactions and offering some type of insurance to all parties. 

The general opinion is that this is a very smart move from LinkedIn as it will revalue the platform for many professionals. Due to the pandemic, this new feature could open the door to professional freelancers to work from home to any part of the world and for businesses to find the perfect candidate for the job anywhere around the globe. 

Instagram to launch multi-participant live stream 

Digital meetings and e-gatherings have never been so popular (and necessary) as they have since last year. The appearance of softwares that allows groups of people to join video chats is on the rise and, so far, Instagram has been a little behind on the run, until now.

Digital Marketing Updates Instagram Live Group Chat

Earlier February, Instagram Chief Adam Mosseri, revealed that the popular social media platform was working on a multi-participant live stream feature to be launched at the end of the month. 

“We have been working on live groups – finally. […] We’re releasing the ability to go live with more than one other person, so with up to four other people, in the next couple of weeks, which we’re really excited about.”

Instagram has been working on this feature for a while now. Since last December they rolled out a version in India as an attempt to capitalize on the ban on TikTok. They had very promising results with a rise of 60% of views. 

Digital Marketing Updates Instagram Live Chat

While there’s still no official date for the new multi-participant live stream release on Instagram, from what we’ve read, it doesn’t seem like we will have to wait much longer. 

If you’re interested in digital marketing trends, tips and updates keep track of our blog: 

How to Conduct Successful A/B Testing: Go from Beginner to Pro

A/B testing is a great method to help you determine in which direction to go with your marketing strategy. Its objective is to shade some light on what type of content resonates with your target audience in each stage of the funnel, by reducing the guesswork on what specific elements will make people want to make that click and convert. 

What is A/B testing?

To conduct A/B testing campaigns, you need to run two versions of one single piece of content: the same piece with one variable changed. Then, you choose a percentage of your audience to show each version to, and analyze which of them performs better during a specific time period. 

How to do A/B Testing

For example, let’s pretend you want to send a manual web push notification campaign alerting users about a special summer sale. You’ve done your research on how to increase click-through rates of your notifications, and you have the gut feeling that you should add emojis to your message. 

Instead of going with your instinct on this, run an A/B test. Send one notification with emojis to 50% of your subscribers, and the same notification (same image, copy and CTA) to the other 50%, but without any emojis. When you analyze the results of the campaign, you’ll know if your audience interacts more with web push notifications that include emojis or not. 

How to conduct A/B testing

This information provided by the testing, will work for you to design future messages that appeal more to your audience. If you already know they click more on notifications that include emojis, you’ll translate that result to your next campaigns by always adding emojis. After that, you can test other variables, like CTA messages, tone of the communication or images. 

You can perform A/B testing to every digital marketing strategy you want: website, landing pages, emails, text messages, ads and web push notifications. Trying out different images, copies and layouts with split tests will provide you with valuable insights to optimize your marketing efforts.

Conducting successful A/B testing can translate into a direct improvement of conversion rates.  By identifying which elements are the most effective ones, and then combining them in one strategy, you’ll see an increase in CTRs and audience engagement. 

How to conduct successful A/B testing

1. Know your audience

This is fundamental information and the most basic step to cover when planning any type of marketing strategy, including A/B testing. Before starting any type of test, you better take into consideration a minimum of basic demographic information about your audience:

  • Age
  • Gender
  • Income range
  • Profession

When you have and manage basic, but rich data like this, you can plan the A/B test more accurately. Having insights and understanding the needs of the people you’re talking to, will give you information about how to conduct the test more effectively: what goal you should measure and which variables to change and try out to get the results you’re looking for.

How to Conduct A/B Testing

If you’re thinking about skipping this step because, either way, the test will give you information on what works, don’t. It might seem like gathering this information is an extra and unnecessary effort, but it’ll help you run a more precise A/B testing and even save time in the long run. 

2. Define your goals 

Kudos if your immediate answer to this was: increase my sales. At the end of the day that’s the main goal of all digital marketing campaigns. However, your A/B testing objective is different, even if the ultimate goal of optimizing your strategies is to increase your revenue. You have to think more detailed here: what do you want to achieve by running an A/B test? 

  • To get more newsletter signups?
  • Turn visitors into customers?
  • Increase traffic?
  • To get more form submissions?

Each one of these goals would translate into a different type of A/B testing. All of the channels you use in your digital marketing mix have their own characteristics, properties and final objectives. A landing page has very different elements than an email, a web push notification or an SMS, and each of them its own variables:

  • CTA
  • Headline
  • Copy
  • Image
  • Graphic elements
  • Colors
  • Layout

When you have a very clear vision of what you want to achieve by running an A/B test, you’ll know exactly what strategy and channel to conduct it in. Even though you can perform tests on everything you want (web, landing, email) is best if you begin by focusing your efforts on one at a time. 

3. Create a hypothesis to test

By this point you have a clear view of the purpose for your A/B testing and have decided which, of all your digital marketing channels, is the best to begin with. It’s time to choose exactly which variable you want to test. Based on the previous work about your buyer persona and goals, you can now determine a hypothesis and choose the element of your communication that’s going to impact the most towards the achievement of the objectives. 

To create your hypothesis, you have to identify the needs of your target audience, compare them with the objectives of your business and try to minimize the distance between both. There are reasons why your users are not converting and this is when you start to think how to resolve the issues stopping them from doing it. 

For example, the problem might be that your call to action is not clear and your audience doesn’t know what’s the next step. Maybe the offer is not attractive enough, or the message is getting lost in translation due to an unclear copy. 

4. Choose the element to test

When you know your audience and analyse each element on its own, you can start creating hypotheses to test, which will lead you to the selection of the element to try. The one you select to conduct the A/B testing, has its own inherent variables. 

You have to break it down into tiny pieces and choose the component you’re going to change and try out. For example, if you have chosen to test your CTA, now you have to select between its parts:

  • Size
  • Position
  • Color
  • Copy
  • Shape

It’s normal to run several A/B tests before making a final decision. If you contrast element A against B, after getting your first results, you can then leave A and use something else for B. This is a process that takes time and you have to be patient. 

5. Document you results

If you’re running an A/B testing, your purpose is to learn what works best and apply that new knowledge towards the achievement of your business goals. The only way to get there is to document all the process and the outcomes of the trials. If you skip this part, don’t even bother on doing an A/B testing.

How to do A/B Testing

Source: https://neilpatel.com/blog/create-a-winning-ab-testing-strategy/

The documentation can be as simple or complex as you like. The most basic metrics you should keep track depend on what element and variables you decided to test. Keep in mind that, even if you’re testing the CTA, the results of this process might lead to insights on your entire campaign that you can later apply to your overall strategy. 

If by testing the performance of the call to action, you discover that your audience prefers straightforward communication, you can use that information to create new hypotheses to run further tests on the rest of your strategy.  That’s why documentation is so important. 

Conclusions

It’s true that planning and running A/B tests sounds like an awful lot of work and that might be a little discouraging. You can keep relying on your marketer instincts if you want, but the truth is that the most successful marketing strategies imply a lot of investigation, testing, analysis and ongoing learning on what works best.

A/B testing is a great method to reduce the guesswork and create strategies that actually offer results and help you achieve your business goals. We’ve summed up the most important and basic aspects to keep in mind to conduct successful A/B testing and going from beginner to pro.

If you want to convey A/B tests on on-site content and landing pages, there are many free or affordable tools such as Google Optimize, Optimizely or Unbounce, for example.  On the other hand, if you are looking to conduct A/B tests on communication channels, such as emails, push notifications or SMS, you’d need to use marketing automation platforms like Frizbit, which includes A/B testing capabilities embedded in their campaigns. Since it allows so much personalisation, you can test out different versions of each element of your email, web push notification or sms, segment the audience and choose exactly how to split the test. 

Happy A/B Testing!

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Boost your Valentine’s Day Marketing Strategy with Web Push Notifications

Either you’re a hopeless romantic or a lone wolf, Valentine’s Day is just around the corner and it’s kind of hard to miss it. If you’re planning to stay at home binge-watching Netflix, or having a super romantic dinner, no one says you can’t benefit from amazing deals and offers. 

And if you’re a digital marketing professional, you can’t let the romantic holiday just pass you by, whether or not you like the fuzzy-love scenario, or not. For 2018, Valentine’s day was reported to be the 4th largest shopping day of the year after winter holidays, back to school, & Mother’s Day according to Microsoft Bing. If you add to this the fact that online shopping has exponentially increased the last year due to Covid-19 pandemic, is a date that can’t go unnoticed. 

As professional marketers, we are well aware of the vast extent of Valentine’s Day marketing strategies out there. From boosting loyalty programs, 2×1 sales to social media contests there’s a lot to choose from. But the most important thing is how we communicate those promotions, offers and special sales to our customers. Having amazing Valentine’s Day sales on your online store wont do the trick if no one hears about them. 

How to use Web Push Notifications to boost your Valentine’s Day Marketing Strategy

1. Create a themed landing page to direct your subscribers

We’ve mentioned before how important it is to send subscribers to the right landing page after they click on the notification. When running a Valentine’s Day holiday campaign you can seize the opportunity to theme your landing page according to the season. It’s important that you portray a consistent look and feel throughout the entire Valentine’s Day campaign.  

Make it clear to the subscribers that you’re presenting something special for this date and that they don’t want to miss out what you’ve got to offer. You might want to create a unique Valentine’s Day landing page where you showcase a curated group of products with limited discounts. Remember that a lot of people conduct their shopping online at the last minute and can be very indecisive. Organizing your deals in one page and making it easy for shoppers will be something they appreciate.

2. Create a Valentine’s Day web push notification calendar

Most digital marketing professionals agree that Valentine’s Day marketing communication should start late January or early February. This means, you’ll have around 15 to 20 days before the love holiday to begin communicating with your subscribers.  

You can design a web push notifications communications calendar with different messages and timings to communicate with your subscribers throughout the weeks and days preceding Valentine’s Day. Sending different notifications manually that alert them about the upcoming date and let them know they can start shopping, or at least browsing your site for gift ideas is a great way to increase retention and conversions. 

Here’s an example of web push notifications sequence for the previous weeks, days and hours before February 14th. Each one includes an alert of the time left to make a purchase, suggestions of products the subscriber might like and even a cart abandonment reminder.

Valentine's Day Marketing Strategies

-14 DAYS

Valentine's Day Marketing Strategies

– 7 DAYS

Valentine's Day Marketing Strategies

– 2 DAYS

Valentine's Day Marketing Strategies

LAST HOURS

This way, you’ll have increased traffic to your online store and the opportunity to conduct automated web push notification retargeting campaigns closer to Valentine’s Day to all those subscribers that clicked the alert notification and viewed products on your site or already added them to their shopping carts. 

A notifications calendar it’s also a great strategy to increase brand awareness with subscribers that haven’t visited your e-commerce in some time, and a way to keep in touch with those last minute shoppers. Letting them know you’ll be having special Valentine’s Day sales will keep you on their top of mind and tilt the balance in your favor when it comes to the actual holiday shopping moment. 

3. Retarget subscribers that interacted with the Valentine’s Day landing page

After sending the manual web push notifications according to your communication calendar alerting subscribers about the upcoming love holiday, you’ll get insights on click-through rates and their activity within the landing page you sent them to. Knowing which subscribers clicked on that message and which products caught their attention, will allow you to target them specifically with new automated notifications. They have already expressed their interest in the Valentine’s Day sales you’re having, but maybe they need a little extra incentive.

Valentine's Day Marketing Strategies

Segment your subscribers based on their activity and their interaction in the site. Users that converted the first time, are more likely to complete a transaction if you send them another notification suggesting a product, informing about a sale, applying a general up-sell strategy or reminding them about an abandoned cart. Sometimes people need a reminder or help deciding, especially when dealing with stressful shopping dates like Valentine’s Day.

4. Dress up your notifications

If there’s a moment to use color, lots of emojis and humor, this is it. Customise all the elements of the web push notification to match Valentine’s Day. Make sure subscribers know there’s something different going on by just glancing at it. You can change the icon of your company logo during the first two weeks of February, adding some Valentine’s Day details! Include bright shades of red and pink in your images, heart and love emojis to accompany the text, and even change the tone of your communication a little bit.

Valentine's Day Marketing Strategies

You can use more fun copies and be a little more playful. The perfect way to nail your Valentine’s Day message is to run A/B testing. Platforms like Frizbit allow you to design variations of the same web push notification in order to try them out and see which one works best. Get inspired and bring out the romantic in you!

5. Show your subscribers some love!

Valentine’s Day is the perfect holiday to let your subscribers know how much you appreciate them. Send a special web push notification with a unique offer or discount they can use in their next purchase, even after the holiday has passed. If you’d like, you could segment this for the users who have purchased in the past 2 weeks to award them about being thoughtful on Valentine’s Day, or if you have so much love to share, send it to all your subscribers! 🙂

Valentine's Day Marketing Strategies

This is a very nice gesture that shows customers you value their business. It won’t cost you much and it can have great repercussions for your brand by increasing client’s loyalty, brand awareness and web push notification retention rates, lowering opt-out or churn rates. 

6. Use cross and up-sell techniques

People tend to go all out on Valentine’s Day, so it’s the perfect moment to apply some old, but effective traditional marketing techniques like cross-sell and up-sell. You can send automated web push notifications to all those shoppers that already bought a product from your site with a nice suggestion on another one that complements it. 

Maybe a subscriber left an abandoned cart with a product in it. You can seize the opportunity to send a notification suggesting a different article that another user liked better, instead of the one in his cart. It’s all about helping shoppers to make the best decision possible por this unique and special date. 

Summary

When it comes to important holidays like Valentine’s Days, there are so many digital marketing strategies to choose from that it’s easy to lose focus on simple details like how to effectively communicate them to our audience. 

You only have a few days to get your message across and attract as many people to your site as possible. Manual and automated web push notifications campaigns are the ideal channel to do so:

  • You can highly customise the messages to carry the Valentine’s Day spirit 
  • It’s a direct communication in real time channel based on user’s behaviour
  • You can engage with visitors and turn them into subscribers
  • 4x times higher click-through rates than emails

We hope this inspires you to use web push notifications to boost your Valentine’s Day marketing campaign! If you want to try it out, get in touch with Frizbit for a demo!

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Digital Marketing Insights and Updates from January 2021

It’s already been a whole month of 2021. We lived a very different holiday season with restrictions due to Covid pandemic, and most of us did all of our holiday shopping online for the first time. Online sales skyrocketed in December 2020, reaching records with over a 30% increase spent. 

This means, digital marketing professionals have to analyse and adjust their strategies to keep up with this fast growing pace. Being up to date with the latest digital marketing news and trends is completely essential. January 2021 has arrived with a lot of interesting updates and we’re here to sum them up for you. 

Digital marketing insights and updates from January 2021

1. Search Marketing Updates

New look and feel for Google Search on mobile devices

Mobile users account for approximately half of world wide web traffic and the number keeps going up. Each year, more people use mobile devices to browse the Internet and, being as user-centered as always, Google is focused on improving their experience as much as possible and launched an update to the design and interface of mobile Search.

Digital Marketing Updates January 2021

The new look is aimed to offer an easier to read interface with a cleaner design. “We wanted to take a step back to simplify a bit so people could find what they’re looking for faster and more easily,” says Google’s designer Aileen Cheng.

There are five aspects that drove the redesign:

  • Making information the main character: Google aimed at making the information the center of attention. They want users to get the result they searched for as clearly and quickly as possible by minimizing the elements around it.
  • Making the text easier to read: Google decided to change fonts, make the texts larger and bolder. The goal is to make the Search results easier and faster to scan so people can understand them better.
  • More space: another change is that results are now shown edge-to-edge with more white space and less shadows to make it less cluttered.
  • Highlighting with color: Google decided to use color intentionally to guide the user’s eyesight to what’s important. Contrasting color with clean, white backgrounds helps important information stand out.
  • Bubblier design: all of Google’s design is aiming to roundness and they wanted to incorporate this look and feel into the new mobile Search results design interface by rounding edges of icon and images.

Google adds a “price drop” tag to search results

Google made some important changes to its Product Structured Data page that allows search rich results to display price drops. Google uses organised information taken from websites to feed content and display it in the rich results section of search. The purpose of this data is to be eligible to communicate specific information about a web site to be shown in the rich search results.

Digital Marketing Updates Google Price Drop Appeareance

A product, for example, has “Product Structure Data” that contains information about images, reviews, shipping, price and offers. The new feature Google is implementing is called “Price Drop Appearance”, and tracks the price used for the “Offer” schema structured data within the product.

By tracking this information, Google will add the rich result “Price Drop Appearance” when detecting there’s been a price drop. According to Google this new feature is going to “Help people understand the lowest price for your product. Based on the running historical average of your product’s pricing”.

In order to be eligible for the price drop appearance, you just have to add an Offer to the Product structured data and the price has to be a specific number, not a range.

2. Marketing Tech Updates

Google’s alternative to third-party cookies available Q2 2021

As you surely know by now, Google is eliminating third-party cookies for good very soon. This effort into building a more secure internet experience for users, where privacy comes first, is creating major concerns in the digital marketing world. But Google’s not to leave marketers helpless and is currently developing a series of alternatives for third-party cookies.

This is where the Privacy Sandbox initiative comes in, and Google finally shared some insight on its development. The initial proposal was that Federated Learning of Cohorts (FLoC) would group people with similar interests without identifying them individually:

Federated Learning of Cohorts (FLoC) proposes a new way for businesses to reach people with relevant content and ads by clustering large groups of people with similar interests. This approach effectively hides individuals “in the crowd” and uses on-device processing to keep a person’s web history private on the browser. – Google Blog

Google is making this third-party cookies alternative available for advertisers to test in Q2 2021. They have been running tests already and state to have very promising results and say “advertisers can expect to see at least 95% of the conversions per dollar spent when compared to cookie-based advertising”.

The solution aims to provide both users, publishers and advertisers a solution that satisfies their needs by making the web a more secure environment that respects privacy over all things. Google has made a available a Whitepaper that outlines the FLoC’s principles if you want to run your own simulations.

Apple rolls out new privacy feature on iOs 14

Apple is riding the wave of an user-privacy oriented internet and it’s rolling out a new initiative with an upcoming iOS14 update. The App Tracking Transparency will require users to give their permission for apps to track their personal data across other apps or websites owned by other companies.

Digital Marketing Updates January 2021 Digital Marketing Updates January 2021

Every app, including the ones from Apple, will be required to ask user’s for their permission to track their activities beyond the use of the app. Users will be able to access their privacy settings at any time, see which apps have requested permission and make changes if they want to.

“Privacy means peace of mind, it means security, and it means you are in the driver’s seat when it comes to your own data,” said Craig Federighi, Apple’s senior vice president of Software Engineering.

Apps can continue tracking user’s activities as they’ve always done before, they’ll just need to ask for permission now. This iOS14 update will come early spring in March of 2021.

Google might not show teasers in web stories

We all are familiar with stories, maybe too familiar since every social media platform has added its own version: Instagram, Facebook and LinkedIn Stories, Fleets on Twitter, Whatsapp Stories and so on. Web Stories are basically the same thing, but shown in the Google Discover Tab of their mobile app.

Marketers and overall publishers have been including them on their marketing mix as additional channel to communicate and engage with their audience. However, Google has detected some “bad practices” and released an article stating that they’ll stop ranking teaser stories.

According to Google, they’ve discovered that users don’t want to see content that teases them and essentially works like ads to redirect them to other content. They say “Readers don’t like to feel forced to click through to a connected blog post to finish reading”.

With this in mind, Google shared a few dos and don’ts for optimizing Web Stories strategies and content. Being kind of a new channel, it’s understandable that we’re still discovering how to really profit from it and these tips might help with that:

  • Focus on creating quality content
  • Showcase a product and share link to where you can buy them
  • Tell a complete story that inspires users to dig a little deeper
  • Create the same story that connects to an article about the same topic, but with a different angle
  • Don’t tease the audience with uncompleted content they have to click-through to finish

3. Social media updates

Clubhouse: The invite-only new social media everyone is talking about

Clubhouse is a new social media platform where users share audio-only content instead of images or text posts. It was launched in 2020 by Alpha Exploration Co. and valued at $100 millions by December 2020.

Digital Marketing Updates January 2021

BERLIN, GERMANY – JANUARY 26: The invitation-only audio-chat social networking app clubhouse is pictured on a smartphone on January 26, 2021 in Berlin, Germany. (Photo by Thomas Trutschel/Photothek via Getty Images)

It’s an invite-only platform, which means you can’t join unless an existing user sends you an invitation. The app has audio chat rooms users can join and participate, or create their own. The owner of the virtual room decides who can speak and participants can raise their hand to join the conversation.

The themes of the chat rooms vary from politics, books discussions, comedy shows, debates or simple impromptu conversations. Each person gets one invite when invited by another friend, and after a while you get 3 more. You also have to be an iPhone user, since the app is only available for iOs.

Twitter acquired newsletter platform Revue

Twitter wants to offer writers, publishers and creators new ways to share their content. They have been exploring for monetization means and newsletters have always been a valid option. With this in mind, the social media platform has acquired Revue, a Dutch startup that allows content creators to send and monetize editorial newsletters.

Digital Marketing Updates January 2021

The main goal here is to encourage publishers to keep creating content with the incentive of monetization, while helping audiences connect with their favorite content creators.

Many established writers and publishers have built their brand on Twitter, amassing an audience that’s hungry for the next article or perspective they Tweet. Our goal is to make it easy for them to connect with their subscribers, while also helping readers better discover writers and their content.

Twitter informed that they’ll continue working with Revue as a standalone and make the platform’s pro features free for all users, while lowering the paid newsletter fee to 5%.

LinkedIn launches “LinkedIn Marketing Labs” on-demand courses

LinkedIn has launched a free new learning platform called LinkedIn Marketing Labs. It’s about online, on-demand video courses to teach marketing professionals how to use LinkedIn ad tools. It’s LinkedIn strategy to face the controversial and divided opinions marketers have about the effectiveness of ads within the platform.

The courses cover everything from a basic introduction to LinkedIn Ads, how to target audience, reporting and analytics.

  • Introduction to LinkedIn Ads
  • Using LinkedIn’s Ad Targeting
  • Reporting and Analytics for LinkedIn Ads
  • Building a Full-Funnel Content Marketing Strategy on LinkedIn
  • Using LinkedIn for Brand Awareness
  • Using LinkedIn for Lead Generation

The courses are curated by experts and you can tailor them to fit your own needs. Customer Marketing Manager from LinkedIn, Renee Lowe said that “there’s an art to using LinkedIn advertising tools, but there’s a science behind it as well.” She states that all marketing professionals, regardless of their knowledge of LinkedIn advertising tools, can benefit from the courses.

The courses are already available and users will be directed to the most interesting courses for them, based on the answers of a short form when accessing Marketing Labs.

We’ll keep tracking the most important digital marketing updates and insights every month! In the meantime, you might like:

The Future of Digital Marketing Without 3rd Party Cookies
Top Digital Marketing Trends for 2021

The Future of Digital Marketing Without 3rd Party Cookies

The definitive elimination of third-party cookies is imminent. In less than a two year period, Google will join Safari and Firefox blocking them for good from their Chrome Browser. This means the digital marketing landscape will change dramatically and marketers need to start thinking outside the box and redefine the way they reach their customers

future of digital marketing without third party cookies

Even though third-party cookies blocking it’s not new, the fact that Google is deciding to join other companies, puts the final nail to the coffin. Chrome is the most used web browser in the world. According to data from StatCounter “Chrome holds 64.92% of the global browser market. If we compare that to the number of internet users worldwide, we reach a figure of roughly 2.94 billion Chrome users in 2019”.

How do third-party cookies work?

Third-party cookies are generated by a different website from the one the user is currently visiting, and its data is mainly used for cross-site tracking that allow actions like retargeting ads or contextual display ads. If you think about it, this can easily be interpreted as 3rd party cookies being invasive and represent a very poor reflection of the user, given that they did not actually express any interest in the brand or product they’re being presented with. 

On the other hand we have first-party cookies. These cookies are small bits of information gathered from users from the website they’re visiting at the time. The data stored, like language settings,  allows these website’s owners to enhance user experience on the internet. Their main goal is to recognize each user, remember their preferences and ultimately offer a more personalised navigation. 

Third-party cookies have been around for many years and have shaped the digital marketing world in many ways, helping brands to display ads to a more relevant audience. With their blocking, the biggest concern for marketers is the fear of not being able to reach potential customers, losing revenue and the overall alteration on how they track and retarget users.

Google has announced their intent to replace them with browser-based tools as part of their “Privacy Sandbox” initiative. They claim that “some data practices don’t match up to user expectations for privacy” and aim to build a more private web with this action. 

The Sandbox initiative is a solution that limits the amount of user data exchanged through websites by anonymously aggregating user information and still ensuring that ads shown remain relevant for customers, whilst keeping a lot of data on-device only. 

This initiative is still under development and Google is seeking industry feedback to keep on going. In the meantime and in addition to Google’s solution, since retargeting with third-party cookies will no longer be an option, what can be done about it?

The future of digital marketing without 3rd party cookies: How to face the cookieless Internet

The third-party-cookie-killing action that aims to create a more private and personal web experience for users, can even benefit publishers. Marketers could feel that losing them will leave an immense gap impossible to fill, but that might not be the case if they rethink first party cookies, optimize other marketing channels and create a multichannel marketing strategy. 

1. Rethinking first-party cookies

“The more the merrier” might not be the case for the future of digital marketing. While third-party cookies allow retargeting a vast amount of prospective customers, thanks to cross-site tracking, first-party cookies offer marketers the possibility of sending relevant messages to the right people. First-party collected data should become a priority from this point forward. 

Users that visit a site and agree to first-party cookies, are already saying that they find that content useful and of value, with an increased intent to buy or engage with the site when presented with a retargeting action like an ad. 

Even though marketers will have less people to send their message to, the data gathered from users that accept first-party cookies will be much more valuable for businesses. It will allow marketers to create users’ profiles with more detail and design tailored retargeting campaigns to reach them. 

The elimination of third-party cookies will make users feel they have more control over their experience online and how their personal data is handled and exchanged. This will translate into them being more open-minded to allowing first party cookies and this will benefit marketers in the long run. 

2. Optimizing existing marketing channels

Digital marketing professionals that have been relying way too much on running ads based on  the use of third-party cookies to reach their customers, need a mind shift. Mass targeted advertising will end as we know it and hopefully opens the door to a more personalised and comprehensive use of other traditional and diverse marketing channels that don’t require third-party cookies, such as web push notifications, emails, SMS, content marketing and contextual advertisement. If you have always been a 360° digital marketer, this won’t catch you off guard.  

  • Web push notifications present an all in one retargeting solution for online businesses. They obviously don’t need third-party cookies to work, but also don’t require users to share any type of personal data to subscribe. With this channel it’s possible to retarget anonymous users through every step of their shopping journey, outside of the site, with hyper-personalised messages based on their behaviour. 

digital marketing insights november 2020

  • Email and SMS marketing have always been very powerful channels to engage customers independently from third-party cookies. They offer the possibility of sending personalised information to users based on their behaviour on your site, such as abandoning carts. They’re also great to inform about special sales, promotions and discounts as a mass communication tool. Emails usually have great CTRs and are fairly easy to configure and use, as for SMS have very high open rates and great reachability. 
  • Content marketing is aimed into generating traffic, leads and building audiences through the creation of high quality and valuable content. It’s an oldie but a goodie of the digital marketing strategy, and nowadays a must-have for any brand or business. The focus of content marketing is to draw the users’ attention, making them visit your site and finally engaging with them without any requirement of third-party cookies. 
  • Contextual advertising is the digital equivalent of hanging a sneakers shoes ad in a sports store. It’s about being present where your customers are. One of the great benefits of using contextual advertising is that users find them more relevant and much less invasive than retargeting ads shown because of third-party cookies cross-site tracking.  These ads are based on the content the user is consuming at that exact moment, instead of their overall internet behaviour, which makes them a lot more pertinent. 
  • People-based marketing uses specific data collected from one individual’s behaviour to identify them. It’s a more intelligent way to track customers and retarget them through relevant ads. Cookies are device-specific unless user id’s are merged, which means that, when a user browses a product in his work computer, and then purchases it from his phone, or changes browser, the retargeting footprints are lost. Businesses could be wasting a lot of money retargeting users that have already converted. People-based marketing avoids that by taking your customer’s data from your CRM and connecting it with all their online identities. 

3. Create a multichannel marketing strategy

All of the mentioned tools have greater power if combined in a seamless multichannel marketing strategy. It’s a practice where interaction between brands and customers take place throughout different communication platforms. Reaching out to users through a variety of channels increases the opportunities of engaging with them. 

the future of digital marketing without third party cookies

A correct combination of different tools will allow you to connect with your customers on a deeper level. You have to be present where they are, and the best way to reach them is designing different messages that adapt to both the characteristics of each marketing channel and your user’s needs. 

If you depend too much on third-party cookies, your digital marketing strategy will fall short and you’ll be missing out on hundreds of possibilities to engage with your audience. Combine emails, web push notifications, content marketing and any other cookie-independent channel that fits you to increase your brand awareness, reach new customers and retain existing ones. 

Cookieless future is not so dark

The news of Google eliminating third-party cookies might have come like a hard blow to many digital marketers. However, we think of it as an opportunity to sharpen our strategist skills and seize the advantages offered by more detailed data of specific customers that are willing to share it with us. 

In times of hyper-personalisation, and with all the cookieless channels available, there’s no excuse for not doing our best as digital marketing professionals to better understand our customers’ expectations and respond accordingly. 

People are seeking a balance between privacy and personalisation. So, an internet without third-party cookies might be what’s missing from the equation. Users want to receive suggestions about services or products they might like, but they also want to have a say on how and why these messages reach them. 

Brands have to focus on being genuine and building trust with their customers. If users feel their personal data is used to actually improve their experience online, and not just for businesses’ private agendas, they’ll be more willing to share it. The disappearance of third-party cookies might help them understand why their information is so important for online businesses.

There’s still time to prepare for the final elimination of third-party cookies: focus on giving customer privacy the importance it deserves and on creating well-rounded multichannel marketing strategies to deliver relevant messages. 

Here are some articles that might help you reshape your digital marketing strategy and be ready for Google eliminating third-party cookies:

Digital Marketing Insights from December 2020

It’s hard to believe that December is over. Even though 2020 was a very strange and difficult year due to Covid-19 pandemic, time flew by and the end of the year is upon us. As we do it every month, we have kept track of everything that happens in the digital marketing world and we have gathered the most important and relevant marketing updates and events for you. Here you have the:

Digital Marketing Insights from December 2020:

1. Search Marketing Updates December 2020

Google tests interactive search results

As the ever-improvement platform they are, Google has been experimenting with interactive search results pages. The newest tests add a very discrete and small icon next to the search results that, when hovered by users, show images from the respective site. 

This new feature is promising in terms of enriching user experience when browsing online. Offering the opportunity to have a preview of the content, will help users know if that site is actually relevant for them before clicking on it.

google-interactive-search-digital-marketing-updates

Digital marketers have their doubts and concerns about how it will affect click-through rates. The interactive search result feature can have a major impact on sites that offer very descriptive images about their content against those that don’t. 

Even though Google hasn’t offered any official documentation so far, marketers should start thinking about their content strategy and how to adapt to this new feature. Carefully selecting descriptive images that show what the site’s about and help users know what type of content they´ll find there will be key. 

digital-marketing-updates-december-2020

The feature even allows search results to show more than one image when hovering over the small icon. Google’s testing will provide information and insights about how images can offer more relevant and accurate information to users about the content of a page.

Google Maps searches incorporate 4 new features

Google definitely knows how to keep us on our toes every month adding new features to all of their services and platforms (this article might as well be a “Google Updates from December” one). 

Let’s talk about the 4 new changes to Google Maps: 

1. Messaging from Maps and Search

The first and most exciting feature is the new messaging service. Google is bringing messaging capabilities into Maps and Search with the purpose of facilitating communication between local businesses and their customers. 

Every business with a verified profile can now message directly with clients from the Google Maps app. The messages will show in a “messages section” in business the updates tab.

digital marketing insights december 2020

This new feature is only available in-app at the moment, but Google plans on bringing it to desktop as well. The messaging option can be turned on or off in the setting panels of Google Maps and Google My Business apps. 

2. New Performance Insights

Google is also adding new metrics to help local businesses track their performance by measuring the number of customers engaged via Maps and Search. The update includes insights that show queries clients are using to find their business in Maps and Search. 

The information provided will cover:

  • Amount of searches that triggered the business listing
  • Performance comparison from previous year
  • Search terms customers used to find the profile of the business
  • Time of each search term triggered the profile

With all this new data added to their performance insights, businesses will be able to know exactly how customers reached them. This is very valuable information that can help them adapt their marketing strategy and make the most out of the use of Google Maps.

4. Community feed

Google is adding a community feature to Google Maps Explore tab. Here, users will find the latest reviews, photos and posts added to Maps by other community members they follow and local experts.

digital marketing updates december 2020

This update gives local businesses more reason to keep their information up to date. With regular posting, they’ll have the chance to show up in people’s feed and engage with customers. 

4. Street View photos added by users

The Street View feature is getting a very exciting update in which users will be able to upload their own photos to the platform using their phones. Using the app, contributors can take and record a series of photos while they move through a street and upload them to Street View.

digital marketing updates december 2020 google street view

Google will take care of rotating, connecting and creating the sequence of images. 

2. Marketing Tech Updates December 2020

Whatsapp introduces in-app shopping 

Whatsapp introduced a new shopping cart feature to their platform. Now users have the possibility to buy products from business through direct messages. With a small shopping button, customers can access a store’s catalog directly from their chat screen.

 

digital marketing updates december 2020

Users can browse the entire range of products, select multiple options and place their order as one unique message. Customers can access information about their order details by tapping the “View Cart” button on the chat and keep track of the process. 

This new Whatsapp shopping feature is aimed at helping out small businesses. Making the purchasing experience as seamlessly as possible, for both shoppers and businesses, is a direct bet on supporting small commerce. 

Google launches ads for Web Stories

We’ve talked about Web stories before on our Digital Marketing Updates from November 2020. They’re rapidly becoming a must to include in any digital marketing strategy. They present a conveying format to communicate and engage users. Just until now, publishers didn’t really have means to monetize web stories, other than sold ads or affiliate links.

digital marketing updates december 2020 web stories ad

Google is about to change that by launching a programmatic ads solution for web stories. The new added feature opens the door for content creators, publishers and marketers to easily earn money from their web stories. 

Story ads are available for everyone that uses Ad Manager and AdSense. The ad will show in between Web Story content to optimize user experience:

“The frequency and position of Story ads in the context of your Web Story is dynamically determined to optimize both user experience and monetization potential.” – AMP

3. Social Media Marketing Updates December 2020

Pinterest boards upgraded with 3 new features

The mothership of inspiration is getting 3 new features to help you keep that creativity flowing. Pinterest boards are getting upgraded with new options to help users make a more productive use of their time in the platform. 

1. Notes to self feature

Pinterest has added a new section where users can create private notes for themselves. When saving a new pin, they can add a short comment with reminders about why they saved said pin or any type of information they want.

digital marketing updates december 2020

2. New board toolbar

A new toolbar has been added with the purpose of making a more simpler navigation experience. It’s located at the top of the screen and it shows all the actions that can be taken on a board:

  • Exploring related pin ideas
  • Organizing existing pins
  • To-do lists
  • Viewing notes

digital marketing updates december 2020

This new feature will surely be thanked for by Pinterest users that save an average of 150 pins in one board. 

3. Board favorites

Pinterest is adding a function that allows users to mark pins as favorites. Given the number of pins a board can have, this feature might be long overdue. 

Once a user has created a board, they can mark some of those pins with a star making them a favorite. This feature makes it so easy to revisit and find the best pins on each board without having to lose lots of time browsing through hundreds of pins. 

LinkedIn launches Product Pages

LinkedIn announced the rollout of Product Pages: a tab dedicated to showcasing company’s products. The aim here is to “help companies build conversation and community around their products”, according to LinkedIn Marketing Solutions

digital marketing insights december 2020

 

They state that 70% of customers do an online research of the products they want before purchasing. Visibility and easy- to-access information is key in the decision making process of customers: your product needs to be within users’ reach. 

The new LinkedIn Product Pages promise to help businesses create awareness around their solutions, generating more valuable leads and contributing to overall company growth. The new feature allows brands to spotlight product endorsements, share testimonials and gather user feedback.

We hope our digital marketing updates from December 2020 shade some light on to what’s new in the industry. Make sure you check out our latest blog posts and Happy New Year!

Top Digital Marketing Trends for 2021

Top Digital Marketing Trends for 2021

2020 has been an unusual year in many ways, to say the least. Covid-19 pandemic has affected every aspect of our lives. From how we behave socially, to how we work and how companies operate all over the world. Migrating to a digital environment has become the only viable option to stay on the map for many businesses, and this has greatly impacted on digital marketing strategies. 

The forecast for, at least the first quarter of 2021 is not all that different. More and more companies will have to move online and employees to keep working remotely. This “new normal” makes digital marketing the life saver for businesses to stay afloat, gain new customers, retain current ones and generate revenue. 

Here are the top 9 digital marketing trends for 2021:

1. Allocate some budget to cookieless awareness campaigns to reach new audiences

For a big portion of 2020 people all over the world were under mandatory lockdown. This means, not going out, no malls, no stores: no window shopping of any kind for a long time. Customers lost the possibility of looking around stores and discovering products they didn’t even know existed and less that they wanted them. 

digital marketing trends 2021

During lockdowns, shoppers probably received tons of retargeting advertisements showing them offers and deals on products they expressed interest in based on their browsing history. But what about new products? What about those specific articles they don’t get the chance to discover anymore? Additionally, what about those users who never allow cookies?

Personalised ads use cookies to track user behaviour, and based on that, it’s possible to target users. They are great for e-commerce stores that have an existing audience aware of their products. However, targeted advertisement encloses shoppers in a continuous loop of products they already know they like, and have already probably bought. 

With non-personalised ads (NPAs) you have the possibility of creating brand awareness amongst users that didn´t know your business. You can reach new audiences showing customers products they weren’t aware of before, but that could still interest them, thus increasing your potential customer base. Additionally you will have the possibility to reach users who block cookies.

Usually, non-personalised ads have lower conversion rates. But at this era of lockdowns when the digital ad inventory is larger than ever, you might want to allocate some budget on them to test.  In 2021 it will be more important to keep testing  and measuring different types of campaigns and channels. As a digital marketer it is important to keep trying new (and old) alternatives, measure their profitability and find a sweet balance between both.

2. Cutting back on social media platforms in 2021

It seems that a new social media platform is born every other minute. Nobody knows what the next big thing will be, and even when we don’t expect it there’s another channel with millions of users that brands have to be present on. 

Designing and creating fresh, valuable content for each social media platform with a constant publishing flow can be draining and an uphill battle for brands, especially small ones. Digital marketing trends for social channels in 2021 suggests brands stop trying to maintain presence in all platforms and focus their efforts on a more sustainable way. 

social media trends 2021

Businesses need a mindset change and start prioritizing their social media. Dedicating more resources to their strategy, doesn’t necessarily mean hoarding platforms. It means to work more efficiently and intelligently on the specific social media channels where their audience is in. It’s better to have a strong presence on 3 or 4 platforms than a weak one in all of them. 

3. Optimizing social media shopping in 2021

If normally people spend a lot of time of their days on social media, during 2020 that time has exponentially increased. According to Whatagraph:

In 2018, the average time spent on social media in a day by an adult was 142 minutes, which rose to approximately two and a half hours in 2019, followed by 3 hours in 2020. This is bound to increase as more than 3 billion people are expected to access social media sites by 2021.

That means businesses have more chances to make a sale if their product is available on social media platforms. That’s where the users are, and shoppable posts make the process so much easier for them. Facilitating discovery, personalization, payment and delivery is so important for users. Brands need their product to be where the users are. Just having a Shopify, Woocommerce or Prestashop online store is not enough anymore. 

digital marketing trends 2021 social media shopping

Social media platforms are helping marketers make their products more accessible to people. They are including features that make it easy for brands to upload and showcase their goods, and for customers to purchase items without even leaving the app. This is a trend that will keep on growing during 2021 and it’s a wave retailers should ride. 

Creating a store with social media is free and easy. Brands can choose what products they want to showcase, personalise their listings with photos, different colors and fonts. Facebook Shops even includes the Catalog feature where you can group products in different categories making it easier for customers to browse the store. 

New features even make it possible to showcase products during live streamings for viewers to purchase directly on Instagram, and for businesses to connect and keep track of their loyalty programs on the app. 

4. Interactive content in 2021

With users spending more time browsing the internet every day, it’s important to offer them a valuable experience. You want to connect with customers, and the way to do it is with interactive content. It doesn’t just encourage engagement, it offers entertainment. 

interactive content digital marketing trends 2021

Content marketing has been a trend in the digital world for a while. However, for 2021 digital trends, is considered more of a best practice. Providing interactive content is a tendency that moves along personalization. 

Some of most popular interactive content ideas are:

  • Quizzes
  • Polls
  • Surveys
  • Contests
  • Giveaways
  • Interactive videos
  • Calculator widgets
  • Games

Including one, or a mix of these strategies can do wonders for your business. On top of enriching users’ experience with your brand, you’ll increase the time they spend on your site engaging with your content. 

5. Sharp local SEO in 2021

Small business owners must know that it’s extremely important to keep their digital presence strong on SERP (Search Engine Result Pages). If you own a store, you are probably aware that most of your customers are drawn mainly on a local level. The most important thing you can do is to ensure that your store appears on “near me” Google searches. 

digital marketing trends 20210 local SEO

Google constantly updates their local SEO algorithm and you should update your local business information as well. Tools such as Google My Business offer extremely valuable information for customers, but it’s up to you as a local business owner to keep it up to date for them. 

Claim your business property and get verified by Google. Then you can provide information about your business such as: opening hours (that are constantly changing due do Covid restrictions), geographic location and services.

6. The boom of voice Search in 2021

Voice search commands have been around since 2011 with the appearance of Siri. More recently, with the introduction of devices like Google Home and Alexa into our living spaces, users are becoming more accustomed with requesting information using voice search. According to Google’s CEO Sundar Pichai, 20% of search queries are done by voice.

voice serach digital marketing trends 2021

As this tendency grows, businesses need to start considering optimizing their content and including voice search into their digital marketing strategies. The first step is to create content that adopts a more “conversational” and natural style that matches how consumers ask questions. Creating queries into questions and having a mobile friendly site are key as well.  

Voice search optimized content gives businesses the opportunity to reach new audiences, given that the results are often different than if the users typed in a regular text search. 

7. Optimizing Digital Marketing with Artificial intelligence 

Digital marketing strategies can be greatly optimized and improved with the correct use of Artificial Intelligence. AI offers marketers the power to collect valuable insights on user behaviour, campaign performance and analysis they can use to optimize their digital marketing campaigns and overall communication with customers. 

Once all the data is collected by AI, it can react to it. This makes it possible to provide a better customer experience with personalised content. E-commerce sites can benefit from artificial intelligence by showing users products that are relevant for them based on their previous behaviour, such as searches, purchases and views. 
For example Frizbit, provides automated web push notifications, which is quite an interesting and useful form of AI. By collecting and processing data from user’s behaviour while they’re browsing a site, web push notifications are triggered and delivered with hyper-personalised content based on the user’s actions. 

ai digital marketing trends 2021

Once a user accepts to receive them, they’ll get messages specially designed for them based on what they did in the site. If they browsed a category, product or added an article to their shopping cart, a message will be delivered with specific information regarding what they liked. If you’d like to see how automated communication works, click here!

Thanks to AI, marketers can make product recommendations to users, hyper-personalisation of messages, optimization of display and search ads, email marketing and even content marketing by discovering what works better and what type of content is more effective. 

8. Video marketing & Webinars in 2021

Audiovisual content is a powerful tool that easily grabs attention and engages viewers. It offers the possibility to share lots of content in a short amount of time using a very dynamic format. 

digital marketing trends 2021

These inherent qualities of videos make them more relatable for everyone. Most of us prefer to watch a short video than to read long articles or posts. Social media is a great channel to share video content since all platforms have included features to create and share short videos like stories and reels. 

instagram reel digital marketing trends 2021

Covid pandemic has also contributed to the raise of video marketing as a key element on any digital strategy. Webinars, for example, have become necessary to substitute face-to-face events in all industries. 2021 trends aim that this isn’t going to be a temporary thing and marketers should include video content as a regular on their digital marketing mix. 

9. Automated Smart Bidding Strategies in Google Ads

Automatization is the future in many digital marketing strategies. When running a Google Ads campaign, marketers spend lots of time and resources manually optimizing their keywords and bids. On top of being very time consuming, there could be lots of speculation that could be detrimental to your campaign. 

Automated bidding on Google Ads takes away all that guesswork and helps businesses achieve their goals more efficiently. Google takes care of analysing all the data and adjusts the bids accordingly to improve your campaigns performance. 

Even though automated bidding isn’t all that new, Google has improved a lot in the past year, making it essential for digital marketing strategies in 2021. Marketers can rest assured and dedicate their valuable time on optimizing other aspects of their marketing mix. 

In a few words…

The truth is that, even with our best efforts, we can’t really anticipate what the future of digital marketing in 2021 will look like (marketers thought they could earlier this year, and look at what happened). The year 2020 has been a disruptive one in many ways, and that has brought us down to earth and hit us with the reality that we don’t know what’s going to happen. 

Digital marketing trends for 2021 move towards automation and personalization. The tendencies are aiming at offering users super personalised content and to alleviate the pressure on marketers to do so thanks to automation tools powered by artificial intelligence. 

Brands should focus their efforts on creating customer-centered marketing and content strategies that connect with users. This has been a trend in digital communication for a while now and is the trend that won’t die, especially during uncertain times. 

What are your thoughts on digital marketing trends for 2021?

While you think about it, check out:

Digital Marketing Insights from November 2020

Black Friday makes November a very hectic month when it comes to digital marketing. Now that is over, let’s take a step back and gather the most important marketing insights and updates. We’ve put together a short, but useful information list just for you.

Here are the top Digital Marketing Insights for November 2020

Search Marketing Updates November 2020

New Crawl Stats Reports on Google Search Console

The Google Organic world is an ever changing one. Most recently, Google launched an update (relax, this time not on its search algorithm☺)  for their Search Console tool that affects the Crawl Stats Report. 

The Crawl Stats report shows information regarding how many requests were made to your site, when and what was the server’s response. As you may know, crawling is done by Googlebots that visit the web to add updated and new pages to the Google Index. 

The new update on the Crawl Stats report offers new features with deeper insights into how Google is crawling your site:

  • Total number of requests grouped by response code, crawled file type, crawl purpose, and Googlebot type.
  • Detailed information on host status
  • URL examples to show where in your site requests occurred
  • Comprehensive summary for properties with multiple hosts and support for domain properties

Google makes emphasis on the new Over-time charts that offers website owners a complete view of total requests, total download size and average response time. 

Digital Marketing Insights for November 2020

They also feature the Grouped Crawl Data: 

“The new version of the report also provides data on crawl requests broken down by response, file type of the fetched URL, purpose of the crawl request, and Googlebot agent.”

Digital Marketing Insights for November 2020

The update on the Crawl Stats reports also offers Detailed Information on Host Status Issues which allows you to check the sites’ availability to Google during the last 90 days. 

All these new features offer a more comprehensive understanding of how the crawling occurs in your site, providing useful information on performance and possible issues that might be affecting your web. 

So if you’d like to see yourself, you can directly check your crawl stats on this link

Google Web Stories

We are all familiar with the “stories” format by now: images or videos with text and/or music that last 24 hours and offer short-dynamic content. A while ago Google announced that they’ll be launching Google Web stories.

google-web-stories

But, have you stopped to think about how you can include them in your digital marketing strategy?

Google Web Stories are available in Google Search, Google News and Google Discover and they can work as an additional channel to drive traffic to your website. Of course, as all digital marketing content, you must use them wisely and deliver great content. 

Here are some tips on how to create great web stories:

  • Prioritize video content over images and complement with text information
  • Use short direct messages, don’t clutter the story with a bunch of text
  • Add a call to action
  • Appeal to interaction: add polls and questions
  • Give a personal touch using your brand’s identity and a first-person storytelling format

Are you already excited to start sharing them? You can use some third party tools, install official wordpress plugins by Google or develop for your custom needs. Check more on how you can create them on Google Web Stories

Page Experience and Google Search Ranking

Page Experience signals measure the way users interact and perceive a web page. Last May, Google announced how these signals would be included in the ranking of sites in Google Search.  

In their continuous effort of making the Internet an enjoyable experience, the page experience signals in ranking will come to effect next May 2021. This means it’s time to get ready for the changes and start improving our sites. 

Here’s a list of what you should keep in mind and focus on:

  • Loading times, interactivity and visual stability
  • Mobile friendly sites
  • Safe browsing
  • Page served over HTTPS
  • Easy user accessible content

Google has a lot of information on how to improve your site and make it a loveable experience for users. 

Marketing Tech Updates November 2020

No more third-party cookies

Google’s announcement on eliminating third party cookies might have created some concern in the marketing world. How are we going to engage with our audience now? 

The question arises in a digital environment where advertisers are used to following users around and re-targeting them with personalized ads. However, there are solutions on sight that will help publishers keep in touch with their consumers in a world without third party cookies.

Frizbit

Frizbit is a complete multi-channel marketing orchestration platform that offers you the power to communicate with your customers to do retargeting campaigns without third-party cookies whatsoever. You can keep in touch with users during long periods of time and retain their interest.  Even though it has email and SMS channels, that’s not the most interesting part as they require personal data.

What is the most interesting in their platform is the power of using web push notifications. This platform works without the need of using third party cookies, making the alternative retargeting solution without ads for a post-cookies future. It’s main feature, web push notifications, allow you to send hyper-personalised messages based on user behaviour to non-registered users that visited your site, even when they’re not on it.

digital marketing insights november 2020  

Besides the retargeting campaigns, you can also use push notifications to schedule segmented messages to reach your customer at any time you wish, making it possible to send information about products, sales, discounts, news and basically anything you want to communicate to your audience in a third-party cookie independent environment. 
You can get a free trial clicking here!

Trust Tokens

As an answer to the elimination of third-party cookies, Google has shown an initiative to replace them with, what they call, Trust Tokens. It’s an API that would give you non-personalized, cryptographically signed tokens to authenticate users. 

These trust tokens will allow advertisers to get some information about users without needing to know their identity and not to track them individually. The main purpose is to separate bots from users. 

The Trust Token API is available for testing by developers. You can get more information on this subject here.

Permisio

Permisio is a tool designed to customise privacy preferences. Basically, what this tool does is to offer users the power to super-personalize their navigation settings  and create a browsing experience that adapts to their preferences. 

The user just needs to create an account for free and complete a basic set up process with their privacy choices. Then, when they visit a site they’ll get a personalized navigation experience with fewer pop-ups. This tool allows users to have better navigation at the same time that offers advertisers a seamless way to receive meaningful data and continue to engage with users.  

In fewer words, it’s an agreement between users and advertisers that benefits both parts and helps them live in a world without third party cookies. The only disadvantage of this tool is the fact that both parties need to subscribe to the service in order to work.

Social Media Marketing Updates November 2020

Instagram changes in ads

Instagram made an update that affects the way brands advertise content. This new feature allows advertisers to create sponsored posts from users’ accounts. 

What this means is that you’ll see your favorite influencer’s regular Instagram post, but with a small caption that reads “paid partnership with (brand name)”. This small tag will identify when their posts are sponsored by a brand.

instagram-branded-content

This update makes the process of creating branded content much simpler for companies. Before, a lot of coordination between both parts was required: the post had to be published first by the influencer as a regular, organic post and then could the brand promote it. Instagram says:

“Now brands have more flexibility with fewer constraints when they want to run Branded Content ads”.

The process is very simple now. The brand sends the content creator a request for ad creation access, the creator accepts the partnership and immediately the brand can submit them the ad for their review. As soon as the influencer approves the ad, it will start running from their account without appearing on their feed. 

YouTube is showing ads on non-monetized channels

YouTube decided to implement a change on their advertisement strategies. From a recent update YouTube is now showing ads on non-monetized channels and creators are not receiving any type of revenue form them.  

Needless to say that youtubers are not thrilled by this new feature. Showing ads on channels that don’t qualify or haven’t opted for monetization is not the issue here. It’s the fact that this decision was made without their consent and creators are not even benefiting from it. 

social media updates november 2020

Normally, any youtuber had to apply and join the YouTube Partner Program for ads to start running on their channel and receive a share of the revenue. With the new advertisement trait even channels that don’t qualify or have opted for monetization will show ads. 

“You grant to YouTube the right to monetize your Content on the Service (and such monetization may include displaying ads on or within Content or charging users a fee for access). This Agreement does not entitle you to any payments.”

The change appears on YouTube’s Terms of Service. 

This is a sum up of the Digital Marketing Insights for November 2020. Make sure you check out our blog regularly. 

Insights from previous months:

Why Push Notifications are the best Black Friday Sale Tactic

Black Friday sale ideas are what every business owner and marketing team is thinking about during the last weeks of November (even in previous months). How to plan a successful Black Friday marketing strategy, that’s both attractive and profitable for businesses, could be a challenge.

black friday sale push notifications

The significance of what could easily be the most important shopping holiday of the entire year, can’t go unnoticed. It’s imperative for e-commerce owners to step up their game and maximize revenue. Efficient communication of the Black Friday sale is key to do so, and that’s where web push notifications come in.

5 Reasons why you should use Web Push Notifications for your Black Friday Sale

1. Direct communication (Higher CTR compared to email)

Web push notifications are a direct form to communicate with users. As soon as the Black Friday sale is live on the e-commerce, shoppers will receive the notification instantly on their screen. This creates a big advantage in terms of CTR compared to any other channel, because it just requires one click to generate a session. However, in terms of email they need to first open, and then click, which requires at least two clicks.

No matter if the user is registered or not, if they allow push notifications, the message will be delivered, bringing the customer back even if they’re not navigating through the site at the moment. This tactic guarantees the most effective communication of the sale.

Opt-in Push Notification Example

2. Cut through the noise

The most common channel to get in touch with customers is email. However, during important shopping periods such as Black Friday and Cyber Monday, client’s inboxes are going to be overflowing with emails from hundreds of stores, both e-commerce and physical. Web push notifications offer e-businesses an efficient way to cut through the noise and increase the odds of clients actually receiving their message.

Remember: what’s not shown is not sold. You can have the best product/sale in the market but if your customers don’t know about it, it’s like it doesn’t even exist.

3. Short, appealing and personalized messages

Having a great product and an amazing deal for your Black Friday Sale is not enough (sorry that you have to hear it from us). How you communicate the message to customers is a big part of the issue. Remember that you’re fighting with thousands of brands, asking shoppers to choose your site to spend their money. 

Bottom line: keep the message clear, concise and creative.

black friday pus notification example

4. The quickest way to generate sales

“The early bird catches the worm¨. On average, a web push notification is clicked after a few minutes upon receiving, but an email is opened even after hours. This is a big advantage in terms of offers which have a deadline just like Black Friday. You can generate the sessions from interested shoppers just in seconds.

Besides that, thanks to the “Time to Live” feature of web push notifications you can configure the notifications not to be received after a specific offer deadline, in order not to disturb the shoppers with an offer which is already expired.

5. Create expectation and increase your opt-in rate

If you plan your Black Friday Sale strategy with time in advance, you can start communicating with your audience a lot earlier. Create a hype around the big shopping holiday. Let visitors know in advance that you have something amazing prepared for them in the upcoming days and that you want them to be first to hear about it through web push notification messages.

black friday sale hype

During this time, you can even implement some A/B testing. Evaluate how and which messages perform and engage better with your audience. You’ll gain an amazing understanding and leverage you can use in your business’ favor when planning your final Black Friday Sale messages. 

Remember to  take into consideration the time frames when planning your Black Friday push notifications messages. Users should not receive BF themed shopping reminders after the sale has ended!

We hope these tips will help your Black Friday Sale planning!

For more info on how to create an effective strategy check out:

How to Orchestrate your Marketing Strategy on Multi-Channel