Weekly Roundup #89 – Social, ROIs & Millennial Marketing

Before diving into this weeks roundup of all the latest in digital marketing, have you read last weeks post? We took a look at Facebook’s new subscribe button, the value of prioritising customer experience and how to sway the loyal British shopper… Once you’re caught up, you can read up on the following:


Facebook’s New Tool for Automated, Personalised Ads

Facebook Automated Ad Tools
Source: Flickr

Facebook is rolling out their ‘dynamic creative’ tool that will create and publish thousands of different versions of a single advert, varying the content based on where the advert is placed on the site, and who it is shown to. Advertisers will use the tool by inputting multiple options for each of the elements of their advert – the photo, headline, call-to-action for example – and the dynamic creative tool will automatically combine the elements to create the most relevant version of the advert.

Once the advertiser has selected the dynamic creative option – available in Facebook Ads Manager and Power Editor – they can upload up to 30 assets:

  • five titles or headlines
  • 10 images or videos
  • five text entries
  • five descriptions of an ad’s link or video
  • five CTAs

There are up to 6,250 unique combinations that can be assembled from these 30 elements, however, Facebook will only serve a small number of these because its system is set up to select those combinations that will have the most success.

Dynamic creative can be used across six placement types – New Feed, the right rail on desktop, Instagram’s main feed, Audience Network’s native, banner and interstitial placements, Audience Network’s pre-roll and mid-roll placements and Audience Network’s rewarded video placement. Dynamic creative is not available for carousel ads, nor can advertisers mix images and videos in these ads.

The results of these dynamic creative adverts can be calculated in Power Editor or Ads Manager, and advertisers can also break down the ad’s performance by the audience’s’ age and gender to see which elements most appealed to whom, making dynamic creative another tool for advertisers to improve the overall performance of online adverts.


UK Christmas Spend is the Highest in Europe

A study of 2,000 European residents has found that UK consumers are the biggest spenders at Christmas when compared with their European neighbours. According to the survey that was commissioned by media technology company, Oath, Brits spend an average of £291.60, which comes in at £50 more than the next biggest spender – and 84% of those surveyed said that Brexit will not affect their Christmas spend.

UK consumers were also noted for their preparedness, with nearly 20% of consumers starting to plan their Christmas presents buying in September, which rises to 70% before December. Other interesting points from the survey include: 1 in 4 millennials say they will be purchasing a virtual reality headset for themselves this Christmas; 4 in 10 UK consumers are planning to buy a tech gadget – wireless headphones in particular; and 87% of UK consumers plan to do their shopping online (in comparison to 73% of European shoppers)

Online shopping is preferred by consumers for three main reasons – 61% enjoyed its flexibility, 57% liked avoiding the crowds and 55% were looking to benefit from cheaper prices online. For those that prefer to shop in-store, 6 out of 10 people did so because they liked to see and touch the product before purchase.

Nigel Clarkson, UK Managing Director, Oath, stated that,

“When it comes to Christmas shopping, UK consumers are clearly planning ahead and with many looking for inspiration online, there are ample opportunities for brands.”


Understanding the ROI on Social Media Spend

Social Media Icons Spot Studio

Measuring the return on investment (ROIs) for social media activity has proven to be complex and difficult for many digital marketers, with many feeling unsure as to whether they are measuring the right KPIs. Correctly measuring the ROI of your social advertising efforts will help your company to make wise decisions about your business. We bring you three top tips that companies should follow in order to get a better understanding of their social successes…

  1. Link your social efforts to your profits – which is not an easy process, however, it will be incredibly valuable, and is therefore worth your time and effort. Try to understand how your social media activities trace back to the specific goal of increasing profits. To do this, extensively search for areas where you can make a more meaningful connection with existing business data – for example, look deeper into brand health by connecting PR spend and media coverage to measure awareness, or check what impact your social activity has on your lead generation, or see how your Facebook spend affects sales figures. As a general rule, you must measure your social activity with intent to increase profits at the front of your mind.
  2. Likes, shares and followers are all good indicators to assess content – if you are a content creator – however, for marketers or business leaders, you must ignore these KPIs in favour of ROI and ROMI (Return on Marketing Investment). These are far mare effective in helping to quantify where you stand in terms of objectives and outcome.
  3. Finally, it is important to realise that it is not too late to start making the most of your data. Currently more than 60% of marketers are not able to prove the impact of their social media spend quantitatively – however, the number of marketers who can has risen to 37%, which is a significant increase compared with two years previous. There has never been a better time to uncover your Social ROI, and to prove the value of digital marketing.


Ad Blockers Cause Significant Loss in Revenue

Adblocker Revenue Loss
Source: Flickr

A recent OnAudience.com report has ranked the countries with the highest rates of ad blocking – and the UK ranks very near the top, which OnAudience.com says accounts for a loss of more than £2.9 billion in publisher revenue in 2017.

The UK was outranked only by Poland, Greece, Norway, Germany and Denmark, and had the same result as The Netherlands and Ireland, each with 39% of page views blocking ads. The countries with significantly lower rates include the USA and Japan as well as many Latin American countries that had rates as low as 5%.

The report has shown that 38% of online shoppers who complete an online transaction do not see an ad before purchasing, which means that a significant percentage of a receptive audience will not see an ad that is relevant to their likes and preferences.

Maciej Sawa, chief commercial officer at OnAudience.com, said:

“There has been much discussion calling for advertising to provide a better user experience, but this report clearly shows that not enough is being done as ad blocking rates continue to rise – causing a significant loss for publishers and the advertising industry as a whole.

“Ultimately user experience is key, so it is extremely important for the entire digital marketing industry to keep the consumer in mind and ensure that their journey is relevant, contextual, and meaningful ­– if we are to ever convince them not to install ad blockers .”


Marketing to Millennials

There are approximately 80 million millennials in the US alone, all of whom grew up alongside the internet and the digital revolution. Marketing to the millennial generation is totally different to those who came before them, and there are two crucial strategies that must be followed in order to win over the millennial audience…

Mobile optimisation

Over 85% of millennials in the US own a smartphone, and in 2015 mobile usage surpassed desktop devices, which makes mobile optimisation an essential step in becoming more millennial-friendly.

There are many ways to optimise your mobile UX, however the most valuable insights include: simplifying forms as this causes slow loading times, and slow sites are more often than not abandoned; simplify the navigation and menu by streamlining the amount of pages on the site – keep only those which get the most views and clicks.

A quick and easy checkout process is the best way to increase your mobile conversion rate. Remember that each step to completion is another chance for the customer to change their mind; make sure to include plenty of useful information – put yourself in your customer’s position, and try to answer all of their questions with relevant information. Additionally, consider adding a FAQ section and customer reviews or testimonials.

Be Social

90% of young adults are on social media, and according to Eric Qualman, the author of Socialnomics, 93% of buying decisions are influenced by these platforms, which means that a social media presence is mandatory. Attracting visitors to your site through your social media is a great way to increase traffic, which will be much more attainable with the help of a great social media marketing strategy.

Social media is a place for creating relationships, rather than selling directly to the customer – so create relevant, shareable content that establishes trust with your users before trying to make a sale…

To gain millennial customers it is important to be relatable whilst having a site that is simple and quick to understand. This combination is highly successful with this audience, and all it takes is a little creativity to make your brand stand out amongst the others.


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Sebastian Paszek

Marketing manager

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