Marketing Myths, Instagram Grids & Buyer Personas
apple iphone 7
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Weekly Roundup #38 – Marketing Myths, Instagram Grids & Buyer Personas

Welcome back! This week’s news is not to be missed. If you’re living with heavy regrets today because you missed last week’s, then don’t worry. We forgive you. And you can see it here. Caught up? Let’s plough on…

3 Marketing Stats to Check Out This Week

To start you off this week, we’re going to share with you 3 digital marketing stats we heard about that we think you should know about.

Apple iPhone 7 Inspires 1.36m Tweets

Do any of those tweets belong to you? We wouldn’t be surprised. The new iphone 7 has garnered 491,376 tweets so far, with 153,704 more tweets inspired by AirPods and the removal of the headphone jack (no comment). The Apple Watch has generated 97,512 tweets and 31,873 tweets were inspired by Pokemon Go for Apple Watch.

Consumers Almost Ready for IoT

Fifty-seven percent of UK consumers say they will be ready for automatic purchasing via connected devices (the internet of things) within two years. Thirteen percent of consumers say they’re ready now though, according to Salmon’s survey of 2000 consumers on the subject. Thirty-five percent already have a device connected or plan to buy one in the coming year. All in all, almost half (49%) of the shoppers questioned said that digital tech has “made the shopping process faster”.

Emails & FOMO

According to a Mailjet study database of over 15,000 subscribers, Brits are 39% more likely to open mail that plays on their fear of missing out. It also revealed that 18% of us would open an email with a swear word in the subject line, whilst 1 in 10 admit they’d open an email that explicitly mentions containing nudity. (The number is probably higher than that.) US users however say they are no more or less likely to open an email that employs rudeness of FOMO.

 

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Top 3 Digital Marketing Myths

There’s a lot of myths out there that are being passed as common knowledge – here’s the top three we think you should know about:

  1. 1. Digital Marketing is Free of Cost – Unfortunately, it is a myth that you don’t need to spend money to develop a digital marketing strategy. It might not cost as much as traditional marketing, but in order to be more effective, there should be some sort of budget. Digital marketing costs 62% less than traditional marketing and can generate 3 times as much leads. Businesses are becoming aware of this and are in turn increasing their budget allocation for digital marketing up to 35%.
  2. 2. The More the Better – To get better results you should churn out massive amounts of content. That’s not true. The reality is that in the earlier days of digital marketing, you would try to generate as much traffic and backlinks as possible, regardless of where they come from. But this isn’t the case any more. Changes to search engine algorithms give greater focus on the quality and not the quantity of the content and links. Always go for quality.
  3. 3. Digital Marketing Is for the Younger Generation – Previously just used to target the young and digitally savvy consumer, this is no longer the case. eMarketer recently reported that the most common age demographic for social media websites like Facebook is between the ages of 25 and 34, which constitutes 29.7% of all users. International Business Times also highlighted that Facebook is dominated by users between the ages of 25 and 55 and these consumers have a lot of buying power. Don’t just limit yourself to the younger generation.

 

 

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Creating a Buyer Persona

Gone are the days broad marketing tactics. Nowadays the physical world is so engrossed in the digital that all of our digital marketing efforts must be expertly targeted, or you could reap few rewards. The best way to start when it comes to targeting is to come up with a ‘Buyer Persona’ which some industries would refer to as a customer profile (such as the fashion industry). From this you can come up with a whole outline of what your target customer is like, from general demographic all the way down to hobbies and interests. Let us show you how to build a buyer persona:

You want to create a fictional person who represents your target market. Make that fictional character from the following information:

  • – Name
  • – Education
  • – Industry
  • – Job Title

From there, create a short biography of the person, explaining information such as their social habits, job difficulties and goals. A written version of this is your customer profile, however you can make a visual representation of this which you would call your customer board. A bit like a mood board, but to understand your target market.

The image above was created by our very own digital marketing assistant Daina. From this you can understand the target market of fashion brand Alexander mcQueen. The target consumer of Alexander McQueen is female, she works in PR, she frequents London Fashion Week, she shops in retailers such as Selfridges, she uses social networking sites like LinkedIn, she goes to the gym, etc. Building a buyer persona is key to understanding your market. It’s a bit like when you have a friend you know really well and you know just what you’d recommend to them or buy them for their birthday because you know what they’re interested in. 

Check out our eCommerce digital marketing strategy for more info.

2 Ways to Have Audiences Create Your Content

user generated content

Source: ModCloth

 

 

User generated content is becoming increasingly popular in recent times. This may be because 70% of consumers place peer reviews ahead of professionally written content. They simply trust it more, so it makes sense to encourage your customers to talk about you. Here are 2 ways you can do it:

Competition Entries: Fastjet’s #wefilmafrica

Fastjet is a low cost African airline. The airline used the reward of a prize to encourage its community to create content for them. Loads of brands do this, especially in travel. Using the hashtag #wefilmafrica, people were invited to post a 5-10 second video about their country to show their love for Africa, with the hopes of winning a prize to Zanzibar, smart seeing as video shot on smartphones is a seriously growing trend in Africa. Entries were low-fi and authentic, although not always the most coherent. It was a great experiment and some of the content was curated into a video to show the day to day life on the continent. Considering the right medium and format for your audience is integral to building your competition.

Reviews and Advice: ModCloth’s Style Gallery

ModCloth’s Style Gallery is a community where members can share their style. There are 71,000 outfit photos shared on the platform so far which have garnered over 2m likes. The platform is like the retailers own Instagram, users can create a profile and upload outfit images and reviews of clothing. There’s a few things that make this platform successful:

  • – Product pages are linked from member outfit photos, making each image shop-able.
  • – Customer reviews include height and measurements, giving shoppers a great idea of how the garments fit “real women”.
  • – Members can add a link to their own website or social media accounts, which means many bloggers and professionals have used the Style Gallery to promote their own work.

Just a little bit of inspiration on how you can implement this marketing practice to your own campaign. Good luck!

 

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Instagram UX: The Grid

You might have seen it on some Instagram accounts before, but when done correctly this can be a really cool way to set out your brand’s profile. Instead of having one single image split into 9 images, you could do something like Navabi have, shown here. You can make an image split into 2-9 squares and there’s a few apps out there to do it for you. The only bad thing about splitting one single image into 9 posts is that when you view an image on its own, it’s cropped into something you don’t even recognise. But on the profile as a whole it looks awesome! Here’s one we like in particular:

instgram grid

There are a few apps you can use to create this effect, but we personally recommend ‘Tile Pic’. (It’s free!) Instagram is a great visual platform, so you could make the UX a bit more fun with this trend. Just don’t mess up. Bad grids look terrible. 

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by:

Sebastian Paszek

Marketing manager

Controlling the chaos of the digital landscape, Sebastian is a multiplatform executive, project manager and photographer.