Archive for the ‘Social Marketing’ Category
Mobile Marketing Tips, Examples and Strategies | Marketo Engage
With so many of us glued to our smartphones, mobile marketing can be a great call for your business. But how do you go about it?
In this guide, well talk through the ins and outs of mobile marketing so your audience can connect with your brand at the tap of a button.
Mobile marketing is a multi-channel, digital marketing strategy aimed at reaching a target audience through smartphones, tablets and other mobile devices, via websites, email, SMS and MMS, social media and apps.
In recent years, customers have started to shift their attention (and dollars) to mobile. Because of this, marketers are doing the same in order to create true omnichannel engagement. As technology becomes more fragmented, so does marketing. And in order to earn and maintain the attention of potential buyers, content must be strategic and highly personalized.
Pro Tip: Be relevant and useful and ensure that your message hits your target in the bullseye.
When it comes to mobile marketing, strategic, personalized content means thinking about different devices in mind and utilizing SMS/MMS marketing and mobile apps.
Mobile marketing is an important piece of the puzzle when it comes to building out any short-term or long-term marketing plan.
Theres a mobile marketing channel to reach every part of your audience where theyre most comfortable, including:
For mobile marketing to be effective, you need to curate a cohesive experience that customers expect and that can be a real challenge as you work to acquire, engage and retain users across a multitude of platforms.
Mobile marketing can do wonders for driving brand value and demand for your products or services by leveraging mobile devices to connect with more consumers in real time at any point in the customer lifecycle.
Mobile is also growing steadily. According to eMarketer, mobile versus desktop usage stats in the United States in 2018 show that the mobile-only audience will grow to 55.7 million (nearly 19%) by 2022, and Adweek estimates that 79% of smartphone users have their phones on or near them all but two hours a day.
Today, there are more mobile devices in the world (8.7 billion) than people (7.1 billion), due largely in part to our voracious appetite for new technology. UN data analysts have found that in the US, 71.5% of citizens over the age of 13 have a smartphone, and 66.5% have smartphones globally. To harness the growing power of mobile marketing, you must focus on creating a seamless experience that your audience expects.
Pro Tip: Ensure whatever message you're sending is only for mobile customers and let them know. Your customers will feel uniquely appreciated and more likely to act on your mobile messages in the future.
Mobile marketing has unique differences from traditional marketing, but as this quote suggests, using the techniques in tandem leads to the greatest rewards.
Traditional marketing may be more familiar to older demographics, and its tangibility still appeals to customers for high-end or expensive products in the automobile industry for example. But it is generally more expensive to buy TV commercial airtime and difficult to track conversion rates than it is through mobile.
Unlike traditional marketing, mobile marketing leverages the omnipresence of mobile devices in users pockets and handbags. As a result, location-based services can collect customer data and then offer promotions based on their proximity to a store or a place frequently visited by the consumer.
These marketing campaigns can be more targeted and specific to the individual user, and should, therefore, be more effective for the company doing the marketing. One example could be a marketing campaign that sends book recommendations or price coupons to a customer any time they come within half a mile of particular book shop.
Mobile marketing can reach customers anywhere, any time on public transport, at work, in their homes, even in their beds. While its still important as part of an integrated marketing strategy, traditional marketing is waning, and mobile marketing should move to the vanguard of a companys marketing efforts.
Pro Tip: Use short, attention-grabbing copy on small screens. Leverage video or a carousel of pictures attracts attention usually better than most still photos.
Unique marketing options on mobile include the following:
Advantages
Disadvantages
Mobile time is constantly rising, and there are an increasing number of channels or platforms to choose from with high engagement levels.
Users must agree to opt in to receive location-based marketing. Privacy issues require marketers to be careful to follow data protection regulations, in the US and other markets, such as GDPR in Europe.
Social media is optimized for mobile phones. Social networks effectively work as media ad platforms.
Mobile marketing is fast and its impact instant. So mistakes can be punished rapidly.
Audiences can be reached anytime, anywhere across the globe.
From social media to search engines, mobile marketing is an ever-changing field. Youll need to work hard to keep pace.
Information on a mobile feels more personal, and creates connections with customers more easily.
Mobile phones are not always standard-sized, and campaigns need to be adjusted for different handsets.
Mobile marketing techniques allow you to target particular segments of the marketplace and personalize your content.
Because mobile devices are so personal, customers are more easily irritated if your offering is not relevant to them.
Deliver relevant and timely content or advertisements by using location data for potential customers.
Some mobile marketing techniques, especially those that use location targeting, might be seen as invasive.
Relatively inexpensiveespecially compared with traditional marketing.
To create a consistent user experience, youll need to ensure that your website and sales platforms are fully optimized for mobile too.
All your content has the inherent potential of going viral at no extra cost to you.
Customers bad experiences can go viral as fast as good ones.
Pro Tip: When are you messaging your customers? Think about what you are selling meet your customers where they are when they need you.
See the original post:
Mobile Marketing Tips, Examples and Strategies | Marketo Engage
Newsletters v social media: why one retailers advertising budget moved to email – The Guardian
Newsletters v social media: why one retailers advertising budget moved to email The Guardian
Read more from the original source:
Newsletters v social media: why one retailers advertising budget moved to email - The Guardian
These factors have the biggest impact on influencer marketing effectiveness – University of Washington
Research | UW News blog
October 19, 2022
New research from the University of Washington examines how factors related to social media influencers, their posts and their followers impact marketing success.
About 70% of people between the ages of 18 and 29 use Instagram, and its hard to spend much time scrolling without encountering a sponsored post from an influencer. The same holds true for just about any other social media platform.
New research from the University of Washington examines how factors related to influencers, their posts and their followers impact marketing success. Social media influencers are typically digital creators who have built a large following due to their knowledge on specific topics, such as beauty products, food or pets.
Recently published online and forthcoming in the Journal of Marketing, the study is one of the first to include cost data in its examinations of influencer marketing. Researchers found that if firms spent 1% more on influencer marketing, they would see a nearly 0.5% increase in engagement. They also concluded that reallocating spending based on the studys insights could result in a 16.6% increase in engagement.
Engagement is the way people react to online content, such as such as liking, commenting or reposting. For this study, researchers prioritized the number of reposts because it represents a deep form of engagement where followers are choosing to share content with their own networks.
Robert Palmatier, co-author and professor of marketing in the UW Foster School of Business, said influencer marketing is currently producing higher return on investment, or ROI, than most other kinds of marketing.
I predict that in the future, a lot of marketing is going to be crowdsourced, Palmatier said. As a marketing manager, youre going to manage a portfolio of influencers, just like Nike manages a portfolio celebrities.
For this study, researchers tested data obtained from Weibo, a microblogging website that is one of the largest social media platforms in China. The data consisted of 5,835 posts written by 2,412 influencers related to 1,256 campaigns for 861 brands in October 2018. The brand sponsors spanned 29 categories, including beauty products, e-commerce platforms and food and beverages.
Researchers found that influencer originality, follower size and sponsor salience the prominence of the brand in a post enhance the effectiveness of a message, while posts that announce new products diminish it. Followers are less likely to repost product launches due to the heightened risk of vouching for something unknown to their networks.
The influencers activity rate, level of post positivity and follower brand-fit, or the degree to which the interests of an influencers followers match the sponsor, all produce inverted U-shaped effects. It hurts engagement if influencers post too much, for example, but engagement also suffers if they post too little. This suggests that a balanced approach is most effective.
If you dont post, Im going to forget who you even are, Palmatier said. But if youre doing too much, it kind of cheapens you. Its what we call an inverted-U shaped effect, which means there is an optimal point of activity where something performs the best.
When it comes to brand-fit, researchers found that firms should search for influencers with followers that overlap but arent an exact match.
If youre only talking to people who are most likely to buy your product, those people already know about it, Palmatier said. Now if you go to people who are a terrible brand match, theyre never going to buy it because its just a poor fit. You want people that have some interest, but probably dont know about this product.
Palmatier used Tiffany & Co. as an example of a brand that has successfully utilized influencer marketing. There was a time when the company had trouble acquiring younger customers, he said, because it was mostly popular with longtime consumers.
If you think about Tiffanys marketing department, it was probably a group of people that knew their historic targets, Palmatier said. What they did was spend a very small part of their budget to bring in some influencers, and those influencers got multiple times higher returns than their own product managers.
Influencers compete in the free market to increase their followers and engagement, Palmatier said, which is a major factor in their success.
They had to be clever, he said. They had to find a niche. In other words, influencers win their following by understanding their audience very well. When I go to an influencer with my product, theyre going to create posts that resonate with their followers. Tiffany never understood how to position its product for that group, but influencers were able to connect.
Another advantage of influencer marketing is microtargeting, Palmatier said. Customers can self-segment on social media by following specific topics that interest them. For example, a person might follow hashtags related to Paris before a vacation.
This is crowdsource positioning, Palmatier said. You give influencers a product and they go position it. People also see influencers as being more authentic because mentally, you feel like youre actually friends with the people you follow on social media even though youve never met them so they appear more authentic when theyre positioning the product.
Other co-authors were Fine F. Leung and Flora F. Gu of The Hong Kong Polytechnic University; Yiwei Liof Lingnan University; and Jonathan Z. Zhang of Colorado State University.
The research was supported by Lingnan Universitys Direct Grant and Faculty Research Grant.
For more information, contact Palmatier at palmatrw@uw.edu.
Here is the original post:
These factors have the biggest impact on influencer marketing effectiveness - University of Washington
Here is how much TikTok, Meta and other social platforms are paying creators – Digiday
Nowadays, social platforms are defined more by their entertainment value than what they originally set out to be: social networks. The rise of the creator economy is proof of that.
Which makes recent shifts in ad revenue share deals from YouTube and Twitch even that more notable. Moves like this always say a lot about how much the platforms value creators (or dont). It also puts even more eyes on where ad dollars are going as the year winds down to an increasingly unsteady economy.
Creators are watching the space very closely, because these changes directly impact their livelihoods at a very precarious time. [Influencers] have to think about how they connect to the different audiences, whether they need to create different content it creates more work, said Jenny Tsai, CEO of Wearisma, an influencer marketing platform.
With this in mind, wechecked in on what the main platforms arepaying creators.
Short-form video master TikTok splits ad revenue 50/50 with approved creators (those with 100K followers or more) through its TikTok Pulse program, which launched in May.
Since short-form video has taken off (thanks TikTok), YouTube recently announced it will share its ad revenue on Shorts beginning January 2023. While long-form video creators will still be compensated with a 50/50 split, Shorts creators will be entitled to a 45% share while YouTube will take 55%.
Instagram previously let creators make money through in-stream video ads, earning a 55% share of the revenue. However, it stopped supporting this venture in February 2022, when owner Meta shifted its focus to Reels. As such, only Facebook still provides that 55% share to creators by way of in-stream ads and ads on Facebook Reels.
While Snapchat doesnt disclose percentage shares of ad revenue, creators can earn money by adding mid-roll ads into their Snap Star Public Stories. While its unclear how much exactly creators can earn, Variety reported that the app paid out more than $250 million to more than 12,000 creators through its Snapchat Spotlight program in 2021 alone.
Twitch, however, was in hot water last month after announcing its plans to change its revenue share split for subscriptions, for its star creators. Beginning June 1, 2023, Twitchs top performers will continue to earn a 70/30 premium rate, but only on the first $100,000. Everything after this point is reduced to its standard 50/50 split. Unsurprisingly, creators were angry at the split, as Digiday reported last week. Creators felt this was essentially a pay cut from Twitch, while the platform was seen to be spending huge amounts of cash elsewhere on its celebrity lineup for TwitchCon.
Not that creators ever had much stability where revenue share deals are concerned: rates change quite frequently, depending on the wider macro economic environment at play. For example, Instagram began sharing revenue with creators through ads in IGTV as the world shifted online in the pandemic. Around the same time, Snapchat introduced mid-roll ads during its Stories format for its biggest creators. Now with a downturn sliding into a recession, its no different with these latest moves.
Theres less advertising dollars to go round, explained Tsai. These are ad-funded businesses. People wanted to boost their audience sizes and therefore their ad revenue share.
But the business model for platforms doesnt necessarily allow creators to monetize the communities they built.
Creators, in a sense, have always been able to count on change where revenue shares are concerned. But these changes often come without clarity, which has led to frustration among the creator community.
A lot of the platforms struggle with what is next and what is the roadmap.
Crystal Duncan, head of influencer marketing, Tinuiti
This rings true with TikToks creator fund, which received backlash from some TikTok stars including Hank Green, because its more like a pool of funding divided between all creators, yet the money in the pool doesnt change while the number of creators continues to rise.
More clarity on platforms ad revenue shares could be a starting point. Theres been some criticism about how the deals are calculated, said Tsai, later adding, These rev share changes affect their income, its a matter of whether they can pay their rent or not.
It affects long-term financial planning.
A lot of the platforms struggle with what is next and what is the roadmap, said Crystal Duncan, head of influencer marketing at Tinuiti. Theyre trying to figure out what excites creators, what is going to encourage them to join their platforms, stay there and make money.
This uncertainty has driven creators to diversify their revenue, including in affiliate marketing and brand partnership contracts alongside their ad revenue pots. Take Vine, a short-form video app launched in 2012, which enabled users to share six-second-long looping video clips. In October 2016, parent company Twitter announced it was shutting down Vine because was unable to support content creators, due to increased competition levels, lack of monetization and advertising options.
So many people put their entire careers into Vine, then the platform disappeared and creators had to completely start over. No one wants to do that again, Duncan said. Creators are trying to figure out how they can continue to grow their brand and business, so theyre not putting todays couple of dollars against tomorrows longevity and future.
See original here:
Here is how much TikTok, Meta and other social platforms are paying creators - Digiday