Tag: digital marketing

Digital Marketing News, Insights and Updates from March 2021

Digital marketing news from March 2021 cover updates from Google Search to important social media new features. It’s amazing to witness how, every month, marketing technology changes and takes a step forward into making marketers jobs easier with new features added to existing platforms and new tech being developed.  

As we do it every month, we have gathered the most relevant marketing news and information worth revising for search marketing, tech marketing and social media marketing. you never know which new feature of technology will help you improve your digital marketing strategy. So keep on reading for the:

Digital Marketing News, Insights and Updates from March 2021

1. Search Marketing Updates

Google puts to the test displaying a cost estimate for local search queries

Google has announced that the company will be testing a new feature to show cost estimates in local search results. The feature is inspired by an alliance between Google and Homewyse, a site that provides contractors a system to calculate accurate quotes for their clients. They provide cost and pricing estimates for common houseworks, such as maintenance, repairs or remodelings. 

The new costs feature will show an estimate of the price range. Google says “The price information provided should be used as a guide only. The actual cost of service may vary widely based on the provider you choose and the specific details of your job.”

Digital Marketing News Cost Estimate Google

 

The results will show a price range for the service the users search for in the local area near their homes. According to Google, “Knowing the typical prices for a service in your ZIP code can help you estimate the cost of your job before booking it with a Local Services provider.” This feature is limited to the U.S. for the moment.

Google brings Full Coverage news to search results

Another marketing news by Google is that they’re bringing the Full Coverage feature to show on search results. This feature was already available for Google News since 2018, but the company has decided to now add it to Search Results as well with an announcement on their blog last March 8th.  

Digital Marketing News Full Coverage Google

According to Google, the reasoning behind this decision is that “People are hungry for context that helps them break down and understand (…) complicated stories from multiple perspectives.” This decision has been inspired because of how important and ongoing news and stories, such as Covid-19 or the U.S. elections are “consumed” by people. 

The “Full Coverage” page will show next to the carousel of articles that appear at the top of the Search results page when users introduce a query. If users want to dig a little deeper on any big developing news, they just have to click Full Coverage.

With this launch, we’re introducing new technology that is able to detect long-running news stories that span many days, like the Super Bowl, to many weeks or months like the COVID-19 pandemic. We then organize the Full Coverage page to help people easily find top news along with additional content like explainers and local coverage that are helpful to understanding these complex stories.

Right now the Full Coverage feature is only available for mobile devices in English and limited to U.S. users. Google says they intend to roll it out to more countries and languages in the upcoming months. 

Microsoft Bing updates search results interface

There are several updates coming up for Microsoft Bing interface. Recipe results, carousels, infographics and local answers are getting a revamp with the purpose of making the search experience more “visually immersive” for users. 

  • Infographic-like search panel experience: one of the first changes is a new, knowledge panel design. The objective was to make it more visually appealing and “provide both style and substance”. 

Digital Marketing News Microsoft Bing

 

  • Local answers with more information: when users search for anything on local answer, they’ll get more information. Microsoft Bing added more than just a single images carousel, they added more to Bing Maps, top images and reviews.

Digital Marketing News Microsoft Bing

 

  • Expandable search carousels: they also added a feature with expandable carousels that show high-level information results in order to avoid a crowded results page. A user can hover an specific result and it will expand showcasing more detailed information.
  • Similar looking items feature: when users make a search on Microsoft Bing Image Search, they can now click on it and use the “similar looking items” feature to highlight a portion of said image and get more results of images similar to that specific portion and can even directly go to a retailer’s site to purchase an item if that the case. 
  • Recipes result with more information: when looking for a recipe, users will get a list and have the option to expand them to see more. The information can go from nutritional information to, users reviews and ingredients list and possible substitutions. 

2. Marketing Tech Updates

Google Chrome can now caption audio and video

Google rolled out the Live Caption Feature for Chrome. This allows users to automatically generate real-time captions for media on their browsers. The feature works for social media, podcasts, radio, personal video libraries, embedded video players and most web-based video and chat services. 

Captions make online content more accessible. If you’re in a noisy environment, trying to keep the volume down, or are part of the 466 million people in the world who are deaf or hard of hearing, having captions lets you follow along to whatever content you are watching — whether it’s viral feta pasta videos, breaking news or a scientist discussing their latest research. – Google Blog

One of the most interesting features of the new Live Caption, is that the captions are generated on real-time. This means that they appear as content plays and they work offline as well. 

To turn on the Live Caption Feature, users just need to go to Chrome Settings, click on Advanced and then go to Accessibility. The captions currently only support English and are available worldwide on the latest update of Chrome on Windows, Mac and Linux. 

Google My Business report shows how people found your business

If there’s an important piece of information for every business, is definitely how people found them. Google’s aware of this and has rolled out an update for Google My Business that shows how users got to you. 

The new performance report insights upgrade shows a section of people who viewed your business and how they found it, whether through desktop, mobile or either Search Results or Google Maps.

Digital Marketing News Google My Business Report

Businesses can access these new reports by logging to their My Business accounts and selecting the Insights tab. From there, go to the top of the page to access the new performance reports and scroll down to the section that shows “how people discovered you”. 

The reports breakdown the information by device and type of search. This feature has been available as a beta since late January and Google pointed out a few details:

  • The metric represents the number of unique users so it might be lower than the number of views found on Google My Business and in email notifications. 
  • The metric focuses on views of the Business Profile, not overall views of the Business in Google. 

Hootsuite adds new “best time to publish” feature

The social media management web platform has rolled out a new feature that shows you the best time to publish on your different social media channels. These suggestions are completely personalised based on your own publishing history of the last 30 days. 

Digital Marketing News Hootsuite Best Time Publish

The new feature aims into helping content creators “build awareness, boost engagement and drive traffic”. Knowing when to post is so important to reach as many people as possible on social media, and this feature has the objective of helping with that. 

This month, Hoostsuite also included an update that allows you to add Magento into your dashboard. This will allow you to:

  • Add streams of your products to Hootsuite
  • Share to multiple networks, including Instagram, Twitter, Facebook, and LinkedIn
  • Schedule when posts are sent
  • Respond to users on Twitter with product information
  • Use templates for frequently used posts/replies

3. Social Media Marketing Updates

Instagram is testing new auto-caption feature in stories

Instagram is testing a new auto-caption feature for stories. It’s called “Closed Captions” and shown in the stickers tab. A social media consultant shared a video showcasing how it works and it seems the captions are really accurate.

Digital Marketing News Instagram Live Caption

After recording a video with voice, you just have to open the stickers tab and select the Caption one and the app will automatically generate a transcription. There are different options for styling the captions, very similar to the ones available for the transcription of lyrics from the music sticker. 

The feature is just under test by Instagram and not available to the public yet. However, we can expect it to be launched very soon. 

Twitter is testing new e-commerce features

Twitter is testing a new feature that links to e-commerce product pages. It displays the tweet with a different card format design that includes a big “Shop” button and showcases details about the product directly into the tweet.

Digital Marketing News Twitter E-commerce

The information displayed on these new tweets format for e-commerce show:

  • Product name
  • Shop name
  • Product price
  • Shop button

Twitter confirmed that these new e-commerce tweets are an example of a new “organic” type of tweet. The social media platform is aiming into helping content creators monetize their work with many new features. Joining forces with newsletter platform Revue a few months ago and a new Super Follow feature that will allow creators to charge followers for “exclusive content” , are definitely aiming in that direction. 

Facebook looking to launch audio-only rooms

All the world has been on a hype since the popularisation of the new audio-only social media Clubhouse. Other social media platforms don’t want to be left behind and Facebook has started working on its own version of audio-only chat rooms. 

In May last year, Facebook rolled out a feature called Rooms that allowed users to create private video chats others can join. So, creating a new one that’s audio-based only wouldn’t be a major work or effort for Facebook.

Digital Marketing News Facebook Audio Chat Rooms

The new feature will allow users to create public or private audio group rooms. It’s basically the same thing as Clubhouse or Twitter Spaces. Maybe this would suppose a threat to Clubhouse since the app still works just for iOS and it’s based on invites only. 

We can expect Facebook to roll out the new feature very soon, since the amount of work behind it is basically ready. 

Summary

This is it for the most important digital marketing news from November covering everything from search marketing, tech marketing and social media marketing. Which news caught your attention more?

Bonus Material

We’ve recently created the Digital Marketing & E-commerce Experts group on Linkedin for all of you marketing professionals and enthusiasts. Here you’ll find all sorts of content related to digital marketing and e-commerce, you can share your own experiences, questions and just rub shoulders with other marketers on a daily basis.

Digital Marketing News Marketing Experts

Since you’re already here, you might want to check out:

Web Push Notifications Campaigns VS. Retargeting Ads Campaigns

If you own an online store or work on any branch of the digital marketing environment, you know and value the importance of advertising on the web to reach potential customers and bring back visitors. Nowadays, there are many platforms, media, channels and strategies to do so, but one of the most popular is definitely retargeting. 

What is retargeting?

Retargeting is a digital marketing strategy used by online stores to bring back customers that visited a site but didn’t convert, whether completing a purchase, subscribed or filled a form.  Even though retargeting is mainly known for ads, There are many possibilities within the retargeting scenario other than: ads:, email, sms and web push notifications.

What are retargeting ads?

One of the most popular strategies is retargeting ads. When a user visits a site, they usually get a cookie or a pixel that tracks their behaviour on the webpage. After they leave, said cookie helps brands follow the user and show ads related to the category or product they expressed interest in the site, with the objective of bringing them back and completing a conversion.

Web Push Notifications VS. Retargeting Ads

This strategy doesn’t require users to fill forms or leave any type of information such as email or phone number, since their actions are tracked based on browser and not personal data. However, for the residents in the EU, they should have allowed cookies first.

One of the main benefits of retargeting ads is that they are directed to users that have already expressed interest in your brand and products, hence increasing the conversion rates probabilities. It’s always easier to re-engage with people that already visited the site because of an own, genuine interest than by targeting potential customers that haven’t even heard of your brand before. That’s why retargeting ads have become such a popular and powerful tool. 

Web Push Notifications VS. Retargeting Ads

Should I use retargeting ads for my website?

Even though they have a well-deserved reputation, retargeting ads also have some downsides to take under consideration before deciding to use them as a part of your digital marketing mix. 

  • Reach: One of the main advantages of using retargeting ads is that they allow you to reach almost everybody who allows cookies anywhere on the web. After a user visits your web, it practically doesn’t matter where they’re browsing next, either a blog or media website, social media or any other type of web page who shows ads open to ad exchange. If you’re using retargeting ads campaigns, you can reach them very easily and invite them to go back to your website. Consider that, even if you don’t get a conversion, by using this channel your brand will be on the top of mind of your target audience.
  • People use ad blockers: Users tend to feel harassed and can find retargeting ads creepy because of the “following around” sensation they cause. According to Statista “In 2019, roughly 25.8 percent of internet users were blocking advertising on their connected devices” and that number is expected to continue growing in time. The overwhelming amount of advertisements displayed on websites, make navigation uncomfortable for users who ultimately decide to install ad block extensions in their browsers. This means that a bunch of the budget destined to online ads is lost and the message never reaches potential customers. 
  • Dependence on deliverability: consider that people who don’t use ad blockers, are bombarded with ads on every website they visit. They are used to seeing a lot of advertisements and it’s very easy to overlook them to just focus on the content they actually want to see. On top of that, for users to come across that ad you put so much love into, they have to navigate a web site that belongs that reaches your display network, which minimizes the probability of the ad fulfilling its function.
  • Uplift in sales: you can reach up to a 10% uplift with retargeting ads if you choose your bid targeting properly. If you bid higher, you generate more sales while being less profitable, or if you want to be more profitable you bid less and you reach less people and uplift will be more limited. The point with using this strategy is to re-engage with users that have already visited your site and have expressed interest in your product or service. Since you already got their attention once, it’s much easier to obtain a conversion with them, translating into an uplift of your sales. 
  • Profitability: are retargeting ads profitable? The short and simple answer here is it depends. You have to keep in mind that it mainly depends on your CPC and ROAS objectives and also the quality of your campaign, your audience segmentation. The higher CPC you bid, you get more impressions but your ROAS decreases and vice versa. When retargeting the right audience you can see a great increase in conversion and end up with a great ROI. But one of the most important factors when it comes to using retargeting ads, is that you’re bidding against your direct competitors and if their CPC bids are higher, your ad won’t get the impressions that you expect. 
  • Retargeting the wrong audience: If you don’t do the integration properly using the “tracking pixel”, you could be losing money by reaching a customer that already bought a product because retargeting ads are not behaviour based. When users enter your site and you leave a cookie on them, if they directly decide to purchase a product on that first visit, they’re going to get an ad later. Not only will you waste your budget by displaying an ad that’s going nowhere, your brand’s reputation will be negatively affected by appearing intrusive and irrelevant.
  • Additional workload: depending on the platform you’re working with, your retargeting ads might need to be updated frequently, if you keep showing the exact same ad, with the same message and images to your potential customers, they’ll get bored. You need to dedicate time into designing and creating different versions of the ad that you want to display periodically so users don’t get used to seeing them or bored by them. This translates into an additional workload for you.

Is there an alternative to retargeting ads?

The brightside is that technology is offering marketers new, innovative ways to re-engage online visitors. The direct and best alternative to retargeting ads campaigns are automated web push notifications. They also don’t require users to provide any type of personal information, are browser based and take the lead when it comes to personalisation and reach. 

  • Ad blockers don’t affect them: ad blocker extensions don’t block or affect web push notifications in any way. When a subscriber opts-in and consents to receiving them, the message will always be delivered when users open their browsers, on both mobile or desktop, and start navigating any site. Web push notifications have a much higher acceptance than retargeting ads, especially because you give people the choice to allow or block them and opt-out whenever they want to: you put them in control so they don’t find them creepy or inappropriate. Some extensions can block them.

Web Push Notifications VS Retargeting Ads

 

  • The right message to the right person at the right time: automated web push notifications allow you to create message sequences based on individual consumer behaviour. These messages are triggered by events the users complete on your website. For example, if a user browses a product page but doesn’t add the article to the basket, he will receive a retargeting web push notification as a reminder to continue with the shopping process. This triggered notification won’t be sent if the user ads the product to the cart and so on: one event excludes the other. This automation guarantees that users will receive the right message with a high level of personalisation that retargeting ads don’t allow. 

Web Push Notifications VS. Retargeting Ads

  • Guaranteed deliverability: one of the biggest advantages of web push notifications is their reachability. Users who opt-in receive them on both desktop and mobile devices, regardless of the website they’re navigating on. Unlike retargeting ads, web push notifications are shown on any website, not the publishers or a network display one. This guarantees that your message comes across every time. As another benefit, when it comes to retargeting ads, as we mentioned before, it’s very easy for them to get lost in a jungle of ads displayed on a site. This will never be a problem with web push notifications, as they’ll appear on a corner of the screen (on desktop) or a regular app notification on mobile devices. Users just won’t miss them. 

Web Push Notifications VS. Retargeting Ads

 

  • Automation reduces workload: the setup process of the campaigns has to be done just one time only. Service platforms like Frizbit take care of the integration process in just a day and hand over ready-to-use templates that clients can customise as much as they want. This means that you won’t have to be creating, designing and changing your campaigns constantly to keep it interesting for your potential customers. Web push notifications by Frizbit include dynamic parameters that fill in automatically to make the message as personalised and relevant as it can be by adding user name, product name, brand and images and more. There’s no other retargeting channel that allows as much customisation as web push notifications do. 

Should I use retargeting ads or automated retargeting web push notifications?

To sum up, the truth is that a great digital marketing strategy includes a mix of channels combined to get the best results and achieve objectives the most efficient way possible. Retargeting ads and web push notifications can easily coexist in the same online strategy. However, the pros and cons of each channel are very clear. 

Ultimately the decision will have to be based on your industry, type of products and budget. Between both channels, web push notifications have shown to offer greater results in terms of ROAS, click-through rates and conversion rates. 

You are welcome to read our clients success stories and see for yourself what an automated web push notification retargeting campaign can do for your online business. 

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 October 2020

Related articles

  1. Digital Marketing Insights from July 2020
  2. Digital Marketing Insights from August 2020
  3. Digital Marketing Insights from September 2020

Continue Reading…

Multi-Channel Marketing Strategy Orchestration

A multi-channel marketing strategy is key to success for any digital business nowadays. Many companies opt for managing their communication with their customers over multiple channels, using different teams, third-parties or providers. This can result in customers receiving messages through a variety of channels that can easily overlap each other with repeated, irrelevant information and end up wearing users out. 

Companies should focus on personalisation and start to cater to their customers as individuals with personalised needs and interests, while managing their communications centrally. If you’re not engaging to your user’s preferences, they’re more likely to opt-out from all the channels you use trying to connect with them, due to finding your communication irrelevant and annoying.

Mul Channel Marketing

In today’s day in age, customers have a lot of power over what type of communications they receive from brands by refusing to subscribe, refusing to share personal information and installing browser extensions such as ad blockers.  This leaves sellers constantly trying to find new and effective ways to get the end result necessary, which of course is to bring that customer back to complete a conversion. 

To adapt to this reality, businesses must strive to make it as easy as possible for customers to gain access to their site. This is made possible by the sheer orchestration of an automated, engaging, attractive and relevant communication strategy through different channels. This will allow you to interact with your users in the most effective way possible. 

Why should you use automated multi-channel marketing campaigns?

Value has more to do with being there for people, rather than selling the industry’s best. having this kind of mindset will result in an increase of customer retention. This is vital, because even a five percent increase in customer retention can raise profits by 25-95 percent. If you are not already sold by this statistic, imagine this: It costs from 5 to 25 times more to get a new customer, than it does to keep the one you already have. Therefore, it’s important to keep that user engaged by communicating through multi-channel marketing and a sequence of messages that’s relevant, useful and attractive.

The Performance Comparison of Each Channel (Email, SMS, Web Push, Ads)

Channel Opt-in Rate Deliverability Average CTR
Email 1-3% 98.2% 17.2%
SMS 0.5-1.5% >99% 35.4%
Web Push Notifications 5-10% >98% 10.7%
Retargeting Ads N/A Depends on CPC 0.7%

Multi-Channel Marketing Strategy: Benefits of SMS, Email and Web Push Notifications combined 

Multi Channel Marketing

  • Reach more customers by offering multiple options for them to choose their preferred channel
  • Engage customers through the channel of their preference
  • Drive more traffic to your website/app, therefore generating more revenue
  • Connect with anonymous users who prefer not to share their personal info, via push notifications
  • Create a customer engagement journey through scenarios and templates designed for each channel to be sent at the best time
  • Track performance of your campaigns on each channel through Frizbit user and campaign reports
  • Optimize your communication and discover how to connect better with your customers on a more personal level with A/B testing and machine learning

Multi-Channel Marketing Strategies

1. Email Marketing

Multi Channel Marketing Email Marketing

 

Email marketing has always been one of the most common and preferred channels for online businesses to get in touch with their customers. It’s a tool that offers many possibilities, especially if you use the correct provider platform to plan and send your campaigns:

  • Ongoing communication: Frizbit is able to strategically build a sequence of emails that will grasp your user’s attention, bringing them back to visit your website once again. You can design messages series for cart abandonment recovery, product suggestions based on behaviour and much more to keep in touch with your customers during periods of time you can define yourself.  
  • More leads: when a user decides to share their email address with you, you can easily start building a new leads database through email communication. With this information you have the possibility to get in touch with your customers on a more personal level. You can nurture those leads with inbound and content marketing campaigns that will create a more long-lasting relationship with your clients. 
  • Hyper-personalisation: Customers appreciate and want to learn more about what you have to offer. Especially if you send a message with specific information that’s relevant and useful for them, helping you increase engagement. You can include their names, product name, image, price and more to make the email as personalised as you can, which will highly increase CTRs. ç
  • Automation: Frizbit allows complete automation of the email sequences you create. this means you won’t have to invest lots of time to configure and send a campaign whenever you want, you’ll just have to do it once.

2. SMS Marketing

Multi Channel Marketing SMS Marketi

SMS marketing strategies have been around for a while, just like in the case of email marketing. There are many similar benefits of both channels, however SMS offer some additional ones worth revising that will help you take your multi-channel marketing strategy to the next level: 

  • Immediate communication: SMS marketing provides an immediate channel of communication with your customers. If we keep in mind that most of us don’t separate from our phones for nearly 5 minutes a day, SMS is a great option if you want an almost immediate response from your customers. SMS also highly guarantees the delivery of the message, since you don’t have to wait for users to go online and check their inboxes like in the case of emails. 
  • Closeness: Texts messages are an intimate channel of communication. They relate to close relationships which gives customers a feeling of a more personal and less commercial communication.
  • Automation: As it does in the case of email marketing, Frizbit is able to send out automated and personalized text messages to each customer based on their actions on the site. The SMS can be scheduled to be sent after an exact amount of time after being triggered by an event on the web without adding additional work to your planning and execution.

 3. Web Push Notifications

Hands working with a laptop on the white office desk with a mobile phone, a title online study on the both screens. Education, business concept photo

Hands working with a laptop on the white office desk with a mobile phone, a title online study on the both screens. Education, business concept photo

Web push notifications allow a one click process to redirect customers back to your site. They’re short, direct messages based on users’ behaviour and delivered through their browsers when they go online. This is a very new channel, so its benefits are not so well known like in the case of email and SMS marketing:

  • Reachability: web push notifications are delivered to the subscriber on both desktops and mobile devices, even if they’re not browsing your website. 
  • Connect with anonymous users: in order to send web push notifications, you don’t need to request users to share any type of personal information like email address or phone number. Visitors only need to Allow them via  the opt-in prompt shown when they enter the website for the first time and, with just one click, they become subscribers. This allows you to connect with visitors, giving you the chance to turn them into customers. 
  • Immediate traffic generation: with manual or bulk web push notifications sent to all subscribers, you can send flash sales alerts, out of stock availability, price drop alerts or special offer messages that can generate a lot of traffic to your site very quickly. 
  • Full funnel communication: web push notifications messages can be completely automated and triggered by events for every single step of funnel. They offer a channel through which you can communicate with your subscribers with a specific message throughout the entire shopping process: first visit to the page, category viewed, product viewed and product added to cart. 
  • Deliverability: web push notifications offer guaranteed deliverability. This channel is browser based, meaning that as soon as a subscriber opens up its browser, the message will be delivered.

4. Retargeting Ads

Multi Channel Marketing Retargeting Ads

Retargeting ads are one of the main channels used by online advertisers to try to reconnect and bring back users to their site. By using retargeting ads, brands “follow” users that didn’t convert to show them images and messages inviting them to come back and finish a transaction. The benefits of including them in your digital marketing mix are:

  • Branding: usually, retargeting ads are shown multiple times to the same person. This contributes to increasing brand awareness by displaying the image of the brand, its logo and, maybe the slogan during a period of time making it stick in the users’ mind. 
  • Reach: retargeting ads have great reach, since they allow you to get to almost every user that accepted cookies. This channel allows you to reach people practically anywhere on the internet after they have visited your site only one time. 

Integrating multi-Channel marketing strategies

It can take up to twenty impressions across multiple marketing channels to convince a potential customer to take action. Keep in mind that people are usually not ready to make the purchase the first time they visit a web. Users need to see the message you are trying to convey multiple times before they actually begin paying attention and more so, before converting. You can greatly increase the possibility of that happening by consistent messaging across multiple channels with a well-though digital marketing strategy. 

It’s predicted that people will likely interact with at least two marketing channels out of the many offered. Platforms such as Frizbit ensure that you’re consistent with the information you send across all marketing channels in order to create a great experience for your customers. 

Start marketing your brand with a  multi-channel marketing strategy by signing up for a Frizbit demo! 

Meanwhile you can also read,