Weekly Roundup #100 - Prime, Social & Content | Spot Studio
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Weekly Roundup #100 – Prime, Social & Content

Welcome to the 100th SpotStudio Roundup! We have brought together all of the highlights from the past week in digital marketing to keep you up-to-date. But before reading on, did you read last week’s? We covered much-needed after sales communications, the future of AI and digital marketing and the top tips for reducing abandoned carts. Once you’re caught up on all of that, read on where we cover the following:

 

Amazon Prime Launches Online Discount Store

amazon prime

Amazon Prime is heralded as a customer retention superstar, and their latest feature ‘10 or Less’ is set to continue its popularity. Amazon’s ‘10 or Less’ is set to become the bargain basement of the internet, where everything is less than 10 dollars. Available only to Amazon Prime customers, the new microsite cashes in on internet shoppers’ love of a good deal.

Currently, the site has items in seven categories: Women’s, Men’s, Electronics, Gifts, Home Decor, Household and Watches as well as an All section. ‘10 or Less’ is set to take custom from pound shops, bargain stores and hugely popular apps such as the Wish App, because shopping on the internet for bargains is both more convenient and pleasurable, and Amazon Prime’s free shipping makes it almost irresistible.

Wish App became the number one shopping app in the U.S. in 2017, and it is thought that ‘10 or Less’ is a feature that Amazon hopes will fight back, gaining them popularity and revenue instead.

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Google and Facebook Come Out on Top for ROI

Facebook and Google
Source: MarketingLand

A survey by Cowen and Company asked senior ad buyers in the US which sites garner the best return on investment (ROI), with Google and Facebook coming out on top. 48% ranked Google as the platform with the best ROI, whilst 30% said Facebook. No other platform ranked higher than 8% where ROI was concerned, which included Twitter, Instagram and Youtube.

eMarketer estimates that Google and Facebook combined will account for more than 65% of US digital ad revenues in 2018, and these results further cement the two platforms as the most dominant in the world of digital advertising.

“Advertisers are increasingly demanding more granularity in targeting capabilities to reach consumers. Google and Facebook have positioned themselves at the front of this demand curve by being the ad publishers with some of the best-in-class targeting abilities in the digital ad market,”

– Monica Peart, eMarketer’s senior director of forecasting.

For further proof of Google and Facebook’s success in this respect, just look to the numbers. Google is expected to bring in $40.08 billion in net ad revenues and Facebook is projected to make $21.57 billion.

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eBay’s new Shoppable Partnership with Mashable

eBay has teamed up with Mashable to offer their U.S. and UK customers shoppable editorial. Mashable users will be able to use eBay to shop the look by browsing and purchasing products that have been matched to those featured on the site. The partnership means that Mashable users don’t even have to leave the site to complete a purchase.

Dan Burdett, Head of eBay EMEA Marketing Lab, explaining that they,

“wanted to bring a simplified shopping experience that brings products to Mashable’s passionate audience rather than expect them to come to us.”

Participating articles on the Mashable site will contain tagged images, which, when clicked, allow you to purchase the listed item seamlessly with the eBay widget. The streamlined experience that the partnership offers – where customers can buy products directly from eBay via an outside website – is part of eBay’s ongoing plan to improve and develop its customer experience.

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How to use Social Media in 2018

Social Media Icons Spot Studio

We take a look at some of the changes, developments and added extras that may affect the way that businesses use each social media platform…

Instagram

Instagram introduced two features that made 2017 a huge success for them – Instagram Stories being the first of them. Launched in 2016, Stories became huge this year thanks to several additions such as new filters, stickers and fonts, superzoom, Stories Highlights and Stories Archives.

Both Highlights and Archives were great for brands as they improve the lifespan of these Stories, which makes them a great addition to a campaign. Instagram Stories got it right this year, reaching over 300 million daily active Stories users (which was up from 200 million at the beginning of the year) and leaving Snapchat lagging behind.

Secondly, Instagram added a feature that allows users to follow a hashtag, which has been very useful for brands. Brands can focus more on the use of hashtags as part of their campaigns, as customers that follow a hashtag will get the latest news and updates, and it is an easy way for brands to compare with other companies and campaigns, or the user-generated content that they want to track.

Instagram also introduced a “Paid Partnership” tag, which makes clear which influencer posts have been paid for. This was put in place in order to promote transparency, and to strengthen the relationships between the brand and the community.

Facebook

Facebook Stories was launched at the end of the year, after a trial period as two separate features. Although this has not reached the dizzy heights of Instagram Stories, it does offer users the chance to post Stories to Pages, Groups or Events, meaning that 2018 may see some interesting experiments in this area.

Twitter

Twitter has doubled the number of characters per tweet, which is set to see some interesting changes for the platform. Brands can now improve the creativity and detail of their tweets, and Twitter’s new ‘Threads’ feature allows a series of consecutive tweets to be posted at once. Meaning you can now create longer narratives.

Snapchat

Snapchat made the decision to redesign its app to separate the social and personal functions from the public, professional and media functions. Conversations are kept to the left swipe, whilst the Discover section is to the right, and with this move Snapchat is hoping to maintain its popularity for all types of users.

Pinterest

Pinterest currently counts more than 300 million visual searches every month, and it has added further features to make it more efficient. Lens your Look, Shop your Look and the Responsive Visual Search combine to make a much more sophisticated and easy-to-use visual search engine.

Youtube

As well as their own version of Stories – Youtube Reels – Youtube also added a series of tools that will help advertisers to communicate with their audience in a more personalised way. Custom Affinity Audiences, Director Mix, Video Ads Sequencing and Matched Panel Analysis tools aim to make Youtube a more valuable resource for advertisers.

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5 Tips for your Content Marketing Strategy

Content marketing

Follow these five tips to ensure that your content marketing strategy is keeping up with the times…

Use Your Data

Focus on the data that you have as this will help you to learn more about your audience, and to tailor your content marketing for this target market. Your data will give you insights on what content to send, which audience to send it to, which format to send it in, and at what time to send it.

Add personalisation into the mix, and you will increase the chances of pleasing and engaging your customers. Using your data will also improve the content measurement, making it easy to justify and adjust your content marketing strategy in order to achieve the greatest ROI.

Make Content Part of the Journey

Try to make great content part of each and every step of the customer’s journey. Content can have many different purposes – it can create awareness, engagement or a conversion – so analysing each of these types of content will create a more effective strategy.

Match your business goals to the content marketing strategy – creating copy that embodies your intentions.

Document Your Marketing Strategy

Use the marketing strategy as a way to get organised, and as a way of seeing an overview of how close you are to achieving your goals and objectives. A formal strategy for your marketing content is one way to have a more efficient and productive year.

Conversational Content

The trend for a more conversational tone is predicted to grow and grow in 2018, so make sure that you take this on board when planning your content. Make sure that the conversational tone is right for your target audience, adapt your strategy to your findings, and make sure to measure the successes or failures of any experiments.

Let Technology Help

As content marketing has become a vital part of any businesses success, it creates a big workload for those on the team. New tools have been created to improve productivity and efficiency in this area by automating the right tasks and helping marketers to stick to their planned content marketing strategies.

The year ahead is set to be a good one for content marketing. Many businesses are allocating it more of the budget, and with a larger budget and the right strategy we should see many more creative, focused and successful campaigns.

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by:

Sebastian Paszek

Marketing manager

Controlling the chaos of the digital landscape, Sebastian is a multiplatform executive, project manager and lover of…