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Marketing Briefing: Why marketers, looking to build brand awareness, are changing the way they approach advertising on Facebook and Instagram.

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Marketing Briefing: Why marketers, looking to build brand awareness, are changing the way they approach advertising on Facebook and Instagram.

Some marketers are changing how they view ads on Meta-owned Facebook, Instagram and Snapchat, with a focus on brand awareness and not immediate sales.

Marketers have sought to diversify their social media advertising budgets in recent years to reduce dependence on Facebook and Instagram due to privacy shifts and performance problems, misinformation, hate-based content, and other issues. This diversification often came from direct-to consumer brands that relied too heavily upon performance marketing and direct response advertising to reach their sales goals.

While these marketers continue to diversify their social media advertising spending, they are also rethinking the potential uses of their Instagram and Facebook ad dollars.

While marketers are still diversifying their social media ad spending, they’re also rethinking what their ad dollars on Instagram and Facebook can do. Last week, COO Sheryl Sandersberg announced her intention to leave the company later in the year .) Some marketers don’t want to be solely focused on sales, though that is still their goal. They also plan to make more aggressive brand awareness investments through the platforms.

“There is a significant shift in dollars to [brand awareness plays on Facebook and Instagram],”, Katya Constantine (founder of performance marketing shop Digishop Girl) explained via email. She added that “dollars that were used to be seen in traditional TV or [streaming] purchases” are now being shifted. Agency executives say that they advise clients to concentrate on creative execution and give consumers a feeling of the brand, rather than focusing on product sales.

Constantine said: “With Facebook dropping some functionalities from performance efficacy perspective for [direct response] campaign, we still see very strong investments in brand awareness discovery components and brands. Recognizing that you can still get an affordable CPM on Facebook than what you’ll get in , you still have the ability to get a lower CPM than what you get in

E-commerce brands are also investing more in Google ads. They are scaling down their Facebook positions as they reevaluate their messaging and advertising strategy. Constantine says that Facebook is “just not so much with [direct response] channels as it used to”.

Startups and DTC brands that rely on Instagram and Facebook exclusively to acquire customers are most affected by these changes. This doesn’t mean that brand awareness efforts don’t aim to acquire new customers. However, the acquisition strategy has changed. Instead of trying to get someone to buy from a Facebook ad directly, brands want to spread the word about their brand and get people’s email addresses to retarget and possibly acquire that customer somewhere else.

” The goal isn’t that vanity metric that measures brand awareness. It’s something that’s difficult to measure,” Duane Brown, founder and CEO of Take Some Risk, a performance marketing agency, said.

Within the last year, 25-40% percent of Brown’s clients have been open to changing how they use Facebook, opting to leverage it as an email acquisition channel versus a one-dimensional conversion channel.

Agency execs state that instead of stepping back from Instagram and Facebook advertising, marketers, especially those who are behind DTC brands, have begun to reevaluate what Instagram and Facebook ads can do.

Facebook still has huge user bases. Sprout Social Reports Facebook have 2. 91 billion monthly active users, slightly more than Instagram’s 2 billion. TikTok reports 1 billion monthly active users, while the rest of the platforms report numbers in the millions.

From this perspective, it makes sense for IMGN Media to have a presence on Facebook, Instagram and Twitter, rather than to convert customers into paying customers.

” I don’t believe Facebook will ever be in the same dominant position they once were,” stated Mallin. He said that Facebook still has a large share of dollars so it doesn’t necessarily mean that there will be a decline to Friendster status .”

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3 Questions with Lucie Buisson, chief product officer at Contentsquare

For a software company, what does it mean to make the digital experience more human?

We want to [digitize] understand what makes human relationships so special. It takes a lot more empathy between brands and users, understanding their feelings, needs, and goals, in order to make them smarter. Our focus is on contextual and behavioral data, how you browse a website. Online, we place too much emphasis upon the demographic data and not enough on the behavioral and contextual information. While I do not want to deny the value of demographics, they aren’t helpful in understanding what people want.

How does GDPR, the cookieless future and iOS 14 impact digital marketing?

These conversations were accelerated by two factors. The first is the increased awareness about how data can be used. The second is the pandemic. In one night everyone had to go online to purchase groceries and other necessities. This created many new customers and increased the number of online interactions. But 80% of them complain that they’re not getting the right experience. It can have negative consequences for brands.

How are you talking to your customers about the changes?

Now, a consumer brand is like, “How can I improve my experience in the context of more privacy?” iOS 14 is one that is very important. Our customer is also concerned about the loss of third-party cookies. They see this as a red flag. It is great to have a history with your customer. You don’t know their history when they visit your store. It is rare for you to know the history of someone who comes into your store. You can still help them by looking at their body language, their current behavior, and what they are looking for. This is what we want to convey to brands. — Kimeko McCoy

By the Numbers

The rapid rise in digital shopping caused by the pandemic seems to have no signs of slowing down. As shopping habits change, so do consumer expectations. As people jump from website to website for the best deals, products and customer experience, brand loyalty has taken a back seat, according to new research from software company Sitecore. Below is a breakdown of the numbers:

  • An estimated 33% of Americans or fewer describe themselves as very loyal to their favorite brand.
  • 66% of those surveyed have vowed to never shop with a brand again following one poor experience.
  • 70% of Americans report that they crave more personal connections with brands. — Kimeko McCoy

Quote for the Week

” When you claim that you are focused on people first, you actually mean it. And you will put your actions into action. It’s not enough to say it. Many companies are now trying to get their employees back in the office when they don’t want them to. Listen to your employees if you truly care about them.

Tinuiti’s chief people officer Jeff Batuhan on the need to change presentee culture at agencies and why the company now gives employees 70 days off annually.

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USB logos finally make sense, thanks to a redesign

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USB logos finally make sense, thanks to a redesign


Author: Mark Hachman
, Senior Editor

As PCWorld’s senior editor, Mark focuses on Microsoft news and chip technology, among other beats. He has formerly written for PCMag, BYTE, Slashdot, eWEEK, and ReadWrite.

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Cheaper OLED monitors might be coming soon

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Cheaper OLED monitors might be coming soon


Author: Michael Crider
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Michael is a former graphic designer who’s been building and tweaking desktop computers for longer than he cares to admit. His interests include folk music, football, science fiction, and salsa verde, in no particular order.

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New Pixel Watch leak reveals watch faces, strap styles and more

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New Pixel Watch leak reveals watch faces, strap styles and more
Google Pixel watch



The Google Pixel Watch is incoming
(Image credit: Google)

We’re expecting the Google Pixel Watch to make its full debut on Thursday, October 6 – alongside the Pixel 7 and the Pixel 7 Pro – but in the meantime a major leak has revealed much more about the upcoming smartwatch.

Seasoned tipster @OnLeaks (opens in new tab) has posted the haul, which shows off some of the color options and band styles that we can look forward to next week. We also get a few shots of the watch interface and a picture of it being synced with a smartphone.

Watch faces are included in the leak too, covering a variety of different approaches to displaying the time – both in analog and digital formats. Another image shows the watch being used to take an ECG reading to assess heartbeat rate.

Just got my hands on a bunch of #Google #PixelWatch promo material showing all color options and Watch Bands for the first time. Some details revealed as well…@Slashleaks 👉🏻 https://t.co/HzbWeGGSKP pic.twitter.com/N0uiKaKXo0October 1, 2022

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Full colors

If the leak is accurate, then we’ve got four silicone straps on the way: black, gray, white, and what seems to be a very pale green. Leather straps look to cover black, orange, green and white, while there’s also a fabric option in red, black and green.

We already know that the Pixel Watch is going to work in tandem with the Fitbit app for logging all your vital statistics, and included in the leaked pictures is an image of the Pixel Watch alongside the Fitbit app running on an Android phone.

There’s plenty of material to look through here if you can’t wait until the big day – and we will of course be bringing you all the news and announcements as the Google event unfolds. It gets underway at 7am PT / 10am ET / 3pm BST / 12am AEDT (October 7).


Analysis: a big moment for Google

It’s been a fair while since Google launched itself into a new hardware category, and you could argue that there’s more riding on the Pixel Watch than there is on the Pixel 7 and Pixel 7 Pro – as Google has been making phones for years at this point.

While Wear OS has been around for a considerable amount of time, Google has been leaving it to third-party manufacturers and partners to make the actual hardware. Samsung recently made the switch back to Wear OS for the Galaxy Watch 5 and the Galaxy Watch 5 Pro, for example.

Deciding to go through with its own smartwatch is therefore a big step, and it’s clear that Google is envious of the success of the Apple Watch. It’s the obvious choice for a wearable for anyone who owns an iPhone, and Google will be hoping that Pixel phones and Pixel Watches will have a similar sort of relationship.

What’s intriguing is how Fitbit fits in – the company is now run by Google, but so far we haven’t seen many signs of the Fitbit and the Pixel lines merging, even if the Pixel Watch is going to come with support for the Fitbit app.

Dave is a freelance tech journalist who has been writing about gadgets, apps and the web for more than two decades. Based out of Stockport, England, on TechRadar you’ll find him covering news, features and reviews, particularly for phones, tablets and wearables. Working to ensure our breaking news coverage is the best in the business over weekends, David also has bylines at Gizmodo, T3, PopSci and a few other places besides, as well as being many years editing the likes of PC Explorer and The Hardware Handbook.

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