Digital Marketing News and Resources 80

Weekly Roundup #80 – Snapchat, eCommerce & B2B

Last week’s offering included how to create the perfect eCommerce landing page, how to use long tail keywords effectively and we asked if Google is biased…

Once you’re clued up on those topics, you can read our latest blog that includes:


Snapchat: Monetising Social Media

Despite the 173 million daily active users, Snapchat’s growth has been slower than expected. Snapchat’s latest results showed losses at its parent company, Snap Inc. that nearly quadrupled in the second quarter. Interestingly, revenue at Snap Inc. rose 153% to $182m. However their losses came to $443m.

Efforts to monetise Snapchat are progressing, according to the company’s chief strategy officer, Imran Khan. Acording to Khan, Snapchat has over 69 million daily active users in the US and Canada alone, which are, “two of the most monetisable markets in the world.”

Advertising revenue for the company has increased by 146% year on year, and 25% quarter over quarter – with Snapchat believing that there is still, “a lot more room to grow.” The company has set itself three key areas of focus – firstly it wants to further develop their programmatic capabilities, creating more efficient tools for advertisers. Secondly they will expand on the self-service feature for brands to programmatically buy ads – which was launched earlier in 2017.

Khan stated that, “increased automation on our apps platform is driving better ROI for our advertisers. Our focus in coming months will be making it even easier for advertisers to find exactly what they are looking for on our self-service platform.”

Thirdly, Snapchat wants to prove the effectiveness of its advertising, as they noted that advertisers are keen to be able to, “measure the effectiveness of their digital spending in the real world.” Helping Snapchat to measure store visits and offline purchases that are the result of ads on Snapchat is the location-based analytics and ad measurement company, Placed, whom Snapchat acquired in June 2017. Watch this space…


How to Build a Successful eCommerce App

eCommerce application development

Shopping via a mobile app is becoming increasingly more common – rising from just 12% in 2014 to an estimated 45% by 2020. As more and more companies design their own eCommerce app, it becomes essential to know what people want from their apps.

Clutch, a leading B2B research firm, has surveyed eCommerce app users in order to understand what it is that they expect, or want, from their apps. When the respondents were asked why they made a purchase through an app rather than on the mobile site, they offered four reasons. 68% of respondents chose to purchase via an app because of ‘deals and offers’ – further reasons included ‘flexibility’, ‘time saving’ and the opportunity for ‘comparison’.

So when it comes to creating an eCommerce app, what other app features ranked highly among the respondents of this survey? Features that were requested by users for their apps included personalised discounts (59%), discount notifications (63%), the ability to sync up with loyalty reward schemes (80%) and product recommendations (70%). If you are thinking about including an eCommerce app into your sales arsenal, you would be well advised to include elements from this research into your apps structure and strategy.


The Growing Popularity of Video Ads

2017 video marketing

According to Extreme Reach, a cloud technology company that specialises in TV and video ad workflow, there has been an increase in consumer response to video advertising in the last year.

Viewers have spent on average 19% more time watching video ads compared to the year before, and there has been a 20% increase in overall viewability and a further 20% increase in completion rates (with premium publishers seeing a 36% increase).

These figures would suggest that as advertisers are creating better and better video content, more and more people are willing to watch and engage with them. Extreme Reach also suggest that other contributing factors may include the rise of mobile devices – particularly of small video players (less than 400 x 300 pixels) which are most popular for mobile impressions, the falling rate of ‘general invalid traffic’ and the 17% decrease in video in-banner ads.


B2C 4 B2B: Strategies to Employ in any Business

Digital Marketing News Blog Post

Business-to-Business (B2B) marketers have been advised to start taking cues from Business-to-Consumer (B2C) strategies in order to maximize their effectiveness.

One of the major differences between B2B and B2C marketing strategies lies in the fact that B2B purchases are often a group decision, whereas B2C can market and sell directly to one decision-maker. B2B purchases are often large-scale and expensive, and as such are given great thought by more than one person in the company.

Knowing who the ultimate decision-maker is from amongst that group of decision makers is difficult, however, implementing a strategy that is similar to that of B2C businesses can be useful. For example, understanding marketing automation as a tool to help you see who is visiting your web pages, their behaviour when present and the type of content that they are interested in. This knowledge will help you to hone your content to suit the needs of those (which could be several different purchaser personas) who visit most frequently.

Social listening is another B2C element that works well in a B2B environment. LinkedIn is particularly important for B2B, although all other channels can provide insight on your prospective buyers needs, wants and reviews of your product.

Finally, AI and machine learning are more general tools for improving your service, as they will increase the speed and effectiveness with which purchaser data can be managed at scale.


AI Case Study: SecretEscapes and Jetlore

There is boundless interest in AI and there are many theories about what advances it may bring in the future. In one of the most interesting forays into this world, the luxury travel brand, SectretEscapes, has incorporated AI into its business to great effect.

SecretEscapes recently integrated Jetlore’s AI-powered service with Salesforce CRM (customer relationship management) software, and are now enjoying higher email open rates and increased conversions, with the added bonus of being able to derive near real-time insights into what customers buy and what they don’t.

SecretEscapes has 32 million members, and 70% of their revenue comes from email marketing, with the company pushing out email offers at least once a day – often more. Ollie Miles, Global Head of CRM for SecretEscapes, noted that, “Email is how we turn our databases into revenue… We have high email volumes so any solution needs to be able to learn quickly when we’re pumping 30 or so deals per day … Most eCommerce engines aren’t built for that.”

Jetlore was able to offer a solution for SecretEscapes – it works by creating and tapping into anonymized, encrypted ‘passive data’ that is gathered from users’ Website browsing, which is information that will show a customers likes and dislikes. From this information Jetlore is able to rank content based on what it has learnt about the cutstomer, and the company is then able to offer more relevant – and profitable – content to that customer.

SecretEscapes first tested Jetlore with their UK members for several months in early 2016, Miles noted that, “We saw an immediate impact on response rates and tweaked the alogrithms to see revenue impact.” After this successful trial, SecretEscapes deployed Jetlore as a Web-based dashboard app where SecretEscapes can input their deals, or can use Jetlore’s AI.

The dashboard also allows SecretEscapes to see which deals are a customer’s favourites and which emails a customer opened but didn’t click on. The clicks-per-impression (CPI) data gets fed back to the SecretEscapes trading team, which helps them to understand how attractive, inspirational and successful each email is.

With a monthly spend of around $30,000 for 60 million impressions, SecretEscapes has seen click-through-rates increased to around 10% – with some markets being closer to 20%. Although sales increases are important – and the main selling point for Jetlore – Ollie Miles from SecretEscapes noted that, “Even if the revenue uplift isn’t massive, [Jetlore] has given us team efficiency wins as well.”


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Sebastian Paszek

Marketing manager

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