Google released its annual review of hacked sites as part of its #NoHacked campaign, revealing the number of hacked site grew by 32% in 2016 compared to 2015.
Valentine’s Day is the first big campaign of the year for brands. How can digital marketers take advantage of it and reach their target audience?
More than 50% of adults celebrate Valentine’s Day, which means that this is a great opportunity for marketers to promote their products in the most appealing way.
Bing has released a guide to Valentine’s Day for digital marketers to help advertisers get a better understanding of the occasion, and take advantage of the fact that there was an estimated spending of $19.7 billion last year for the day.
Given that there was a 4% increase in consumer spending from 2015 to 2016, Valentine’s Day 2017 could be even bigger. So here are the tips that marketers need to know:
Think of a wider audience
Planning for an effective campaign should start with an analysis of the target audience. It has been observed that the recipients of a Valentine’s Day gift go beyond romantic partners, with more than half of adult Americans identifying themselves as single. This does not stop them from celebrating the occasion with family, friends, co-workers, or pets.
This means that marketers can beat their competitors by targeting a wider audience, trying to include all the different types of gifts someone may be searching for for Valentine’s Day.
Pick the right keywords
The right use of keywords depends on a proper understanding of your target users. As we’ve seen, gifts go beyond husbands and wives, with friends coming second in the searches for Valentine’s Day on Bing.
Pick the right timing
Valentine’s Day is an occasion of short planning and quick turnaround, with 46% of searches and shopping taking place in early February. Only 23% of shopping occurs in January, while 10% takes place on the day before the occasion.
It’s important for marketers to ensure that their budget will last until the final day of the campaign. Budgeting carefully for the week preceding the 14th is especially crucial, as this is the period that clicks peak.
How to optimise search for Valentine’s Day
It has been observed that the use of desktop and mobile devices is almost equal in Valentine’s Day searches, which means that mobile optimisation is crucial.
48% of all Bing searches for Valentine’s Day in 2016 were performed on a mobile device, up 8 percentage points from 2015.
Moreover, 30.5% use mobile to research products or compare prices.
The power of mobile
As mobile search keeps increasing, marketers need to improve their mobile ads to ensure that they drive the desired engagement.
Multiple extensions tend to be more effective, with site link extensions, location extensions, and call extensions leading to higher click-through rates.
This is an interesting reflection of what makes a successful mobile ad, as it helps marketers understand what the audience expects from a targeted mobile ad.
Valentine’s Day cannot be ignored by marketers, and despite the inevitably short lifespan of Valentine’s campaigns, they can still be converted into increased sales and new customers.
To sum up, these are Bing’s suggestions on how to create a successful campaign for Valentine’s Day:
- Prioritize high-value audiences
- Focus on last-minute timing
- Prioritize mobile search
- Create campaigns around trending Valentine’s Day gifts.
Facebook 360 launched in 2015, but we have yet to see advertisers and marketers really nail the execution. This article will introduce the concept of 360 photos and video and bring together a handful of industry resources.
The post Will Facebook 360 Change Brand Storytelling Forever? by @chris_hart appeared first on Search Engine Journal.
Instagram may be among the most popular social platforms, but this doesn’t mean that the interaction rate cannot be affected by the increasing number of brands joining it.
How can you maintain your own interaction rate?
Instagram has seen an impressive growth in the past years and its recent addition of live stories provided more reasons for a user (and a brand) to try it out. More than 500k advertisers have already joined the platform and users check the app multiple times during the day.
However there has been an alarming decrease in interaction rates by 33% from 2015 to 2016. According to Quintly’s report, the interactions per post from Q1 2015 to Q1 2016 have seen a steep drop, with the most popular profiles seeing an even bigger drop.
Although video posts have increased by 10% from 2015 to 2016, the don’t seem to have an equal engagement with image posts. Despite both seeing a reduced interaction rate, image posts saw a decrease of 27%, while video posts reached a decrease of 39%.
Why is there a decreased interaction rate?
There are many reasons that could cause the drop in the interaction rate:
- Increase of users
- Increase of brands
- Content “clutter”
- Increased competition
- Lost interest for interaction
These should not all be alarming, but they may provide a useful analysis on how Instagram evolves. As the users keep increasing, the content “clutter” is inevitable, which means that the chances of seeing a post are reduced.
Moreover, as more brands join Instagram, branded content may alienate users, which also contributes to the drop of interaction rate. This may also lead to a gradual loss of interest for the platform, especially if it reaches a point where the advertising may take over the organic posts. We are not expecting this any time soon, but it’s still an interesting perspective to consider when thinking of the platform’s future.
How can I maintain my brand’s engagement rate?
It’s useful to focus on your own brand’s performance year by year on Instagram, tracking the engagement (likes, comments, reposts, clicks) and whether it recently changed.
Which posts led to the biggest engagement?
What does your audience expect from you?
Will a new idea bring an increase in engagement?
Your presence in every platform should help you track your progress to it every year, and an increased engagement is a big victory. However, even if you manage to create a consistent engagement, this is still a win, as not every brand is able to achieve it.
Moreover, you don’t have to rule out video posts due to the general drop of the engagement they saw in others’ posts. As video content keeps increasing on every platform, it’s up to your brand to appeal to its audience and maintain the much desired engagement.
Social noise may be increasing and Instagram is turning into one of the most competitive platforms, but you may still succeed by following these simple tips:
- Be authentic
- Be creative
- Think outside the box
- Listen to your audience
- Create a community
- Experiment with new types of content
- Be responsive
More advertisers have also started to use Google’s new extended text ads, accounting for 29% of search spend in September.
These stats are taken from Kenshoo’s latest analysis of more than 750 billion impressions, 13 billion clicks and $6 billion (USD) in advertiser spend.
One of the major advertising trends in the last few months has seen online retail advertisers increasing their use of specialised product-focused ads on Facebook, Instagram and Google.
Video advertising on social media has also increased dramatically and mobile continues to be a key driver of growth.
Here are some more stats from the research:
- Spend on Dynamic Product Ads on Facebook and Instagram, introduced in 2015 to help online retailers promote multiple products through social, has nearly doubled (up 95%) since Q4 2015. DPA now makes up more than four out of every ten clicks (42%) and 21% of spend on online retailers’ social ads.
- Search advertising spend on retailers’ Product Listing Ads (PLAs), which include product images and information appearing in the “Shop for” boxes in Google search results, has shot up 87% in a year.
- PLAs now account for 37% of online retail search clicks and 22% of spend, with 59% of clicks coming from smartphones.
- Spend on social video ads, available on both Facebook and Instagram, has increased 155% in a year and video now accounts for 22% of social ad spend
- CTR on social ads is up 21% since last year.
- Social ad spend directed at mobile has increased by 61% YoY with mobile devices now accounting for 70% of all paid social clicks.
- In search, mobile spend and clicks are up 39% and 48% respectively since last year. Mobile now accounts for 35% of all search spend and 43% of all clicks.
For more information, check our Kenshoo’s latest infographic.