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Facebook Now Allows brands to Create Their Own Pages without Admins

Posted July 20, 2017 by Rashmi D @ 6:34 am

Organizations can now create “official” groups and prevent unwanted or unofficial third parties and fan clubs from intruding

facebook boost engagement

Brands and publishers can now boost engagement with niche groups on Facebook where Page administrators will now have the ability to create their own groups. The new feature in Facebook will allow brands to create their own pages without having to depend on admins to set up groups from their own personal accounts. The social site has been testing this feature in some markets for a few months even as it’s expanding globally. Social media managers who want to have more privacy and separation from work will really appreciate this new feature. Now organizations can create “official” groups and prevent unwanted or unofficial third parties and fan clubs from intruding in.

According to Facebook product manager Linda Xiong, the update is an “external reinforcement or expansion of our mission to bring the world closer together. You can imagine having a support group for a product with a lot of technical back and forth. So, instead of having a support hotline that only is manned by the company, you can actually introduce a peer-to-peer support, or you can have another group that’s more about inspirational sharing stories that’s also relevant for people who are thinking about buying your product or services.”

Chief product officer at Facebook, Chris Cox, explained how groups for Pages are relevant for publishers as well, by giving the example of what he called “a digital version of letters to the editor, but with ongoing real-time discussions.” He spoke of a couple of staffers at the Washington Post, who started a group called ‘PostThis’ that allowed reporters to interact directly to the newspaper’s readers. Facebook CEO Mark Zuckerberg has already said in the past that focusing more on groups is how he intends to build a more closely organized online community. The social site has already released tools for group administrators and moderators to manage their members and also analyze engagement stats in real-time.

Filed under: Digital

Why do the vast majority Customers Look for Negative Online Reviews?

Posted July 17, 2017 by Rashmi D @ 4:24 am

Research reveals that most shoppers make purchase decisions after reading negative reviews of product they want to buy

Text Rex- dinosaur

While analyzing customer experiences from two online retailers that sell cheaper products along with one retailer of high-end gifts, Northwestern University’s Spiegel Research Center and ecommerce solutions provider, Power Reviews, found that many times, even negative online reviews can be helpful for online retailers. It has been found that conversion rates rise by as much as 270% for retailers who display online reviews; such retailers are also able to sell more higher-priced. This isn’t the first time that negative reviews have shown such amazing outcomes for retailers. PowerReviews, in one of their earlier research exercises, found that 82% of shoppers look for negative reviews.

In fact, consumers to spend 400% more time on websites looking for and reading up negative reviews, which actually boost conversion rates by 67% according to social commerce specialist Revoo. What could be the apparent reason for this astonishing outcome? Well, it is second nature for consumers to be discernable realists and ratings like five on five stars for a product appear “too good to be true” for most customers. Such reviews don’t reveal much about the product anyway. It is the negative reviews that really review a product from different perspectives and they generally live up to what they say about a product. How else can they boost conversion by 67%?

The study by Spiegel and PowerReviews found that negative reviews increase the likelihood of readers making a purchase and products with average ratings between 4.0 and 4.7 on a scale of five are the ones that are most likely to be bought. This is far better than five on five rating because it leaves space for what is known as scope for improvement. That’s a lot more rational than the ‘5 gun salute’ because it helps keep average ratings down. Ratings between 4.0 and 4.7 also mean that the reviewer thinks the product to be optimum and not necessarily premium. Most consumers are generally happy with an optimum product that meets both their budget and expectations to a large extent.

Filed under: Digital

Brand Safety Across Platforms is Crucial for Secure and Contextual Marketing

Posted July 14, 2017 by Rashmi D @ 5:14 am

Johnson & Johnson has been able to optimize its utilization of scope offered by different platforms and audiences

brand safety and creativity

Marketers trying to optimize the contextual benefits of a platform realize the challenges related to viewability, brand safety and creativity in utilizing the latest formats and targeting options. Josh Palau, senior director, global partnerships, Johnson & Johnson, says, “Even the most efficient organization would have a really hard time developing one global concept and pushing it out to all the markets in a way that adheres to all the standards, best practices and nuances. To help with this one thing we’re trying to put in place is somewhat of a scorecard that can track how the creative we are developing lives up to the best practices of the platforms we are advertising on and align with our objectives.”

However brand safety is an area of prime concern for marketers especially when their ads are hijacked and abused by cyber criminals who use them in their spam videos and images that often carry malware. The question that arises is, how far are publishers willing to go in order to ensure that such abuse and misuse of brands don’t happen on their platforms? Says Palau, “What we really needed is more vigilance on the publisher’s side since they own the platform. Google was doing a good job of monitoring, but it can always get better – and, frankly, it did. When we think about this we look at: What new measures are you putting in place? What are the existing measures that are changing? Is there a scoring criteria for offensive content?”

Today, there are numerous formats available to marketers to leverage and it is really not possible to use all that consistently. Therefore, a fair amount of optimization is required to leverage the best opportunities across different platforms. Palau says, “There are just so many ways to tell a story online. The formats coming out now are a reaction to how people consume content. How do we ensure our creatives still feel energized to tell the while using new formats that publishers are finding to be successful. We are pushing everyone to think mobile-first, even if you don’t have mobile-ready creative. I think it’s about being present and useful when hitting the audience at the right time. Align content with what they want and let’s respect them by providing something that’s quick, that educates, and that fits into the platform they are on.”

Filed under: Brand Marketing

A Chat Bot With a Human Touch Beats AI Hands Down

Posted July 13, 2017 by Rashmi D @ 4:13 am

Restaurants first in New York and then in Los Angeles are rediscovering the advantages of human touch

Text Rex- dinosaur

Text Rex is a free texting recommendation service for restaurants in New York City for now. It has a dinosaur as a mascot, and has very efficient humans responding to requests from registered Text Rex users to find the perfect restaurant for their situation between 8:30 a.m. and 11 p.m. This unique chat bot was first launched in New York where it created quite a sensation. On the day it was launched, the number of people who signed up for the service was around 4,000, and today it has around 35,000 registered users just in New York City. On an average, the team handles around 500 requests every day from users planning a great dining experience.

Text Rex is the brainchild of music industry professionals, Andrew Steinthal and Chris Stang, who founded an enterprise called ‘The Infatuation’ that aimed at young diners although just about anybody is free to check out what The Infatuation website offered. They launched the hashtag #EEEEEATS which has been used more than 7 million times on Instagram but despite all that they found that offering dining ideas with a human touch is more likely to help them cultivate a deeper connection with users. And that was how they came upon the idea of Text Rex.

Following the tremendous response to Text Rex from New Yorkers, Stang said, “At first we thought, ‘what have we done? But we couldn’t start something then put it back in the box. People were excited and happy they could connect with someone. It’s a bridge between automation and a human audience.” He felt, AI solutions can’t “give people value in a fun, trustworthy way.” His partner, Steinthal says, “We have an engaged audience because we’re a discovery platform. Our secret sauce is that people trust us. We put brands and restaurants on our audience’s radar.”

Filed under: Digital

VSCO – A Color Management App That Enhances Online Imagery

Posted July 12, 2017 by Rashmi D @ 4:16 am

The app is the outcome of breakthrough innovation that was able to Produce a Blend of Lens Tech and Color Science for Web Use

Prizm lens technology

A new app from VSCO is making waves with the way it helps enhancement of picture and color quality of images that are uploaded on the web every day. The breakthrough innovation plays out via a new set of filters that replicate the revolutionary Prizm lens technology featured in the brand Oakley’s eyewear. How did VSCO do it? Call it fusion or call it a blend, most great things are the result of two established principles coming together to create something new and useful. Oakley engineers worked together with VSCO color scientists in developing the new technology that replicates the contrast benefits and enhanced visual clarity of Prizm for online imagery. VSCO thereafter integrated the new technology to filters, which calls it calls ‘presets.’

Along with the launch of the VSCO app, it was also decided to promote Oakley’s One Obsession #CantStop campaign aimed at motivating individuals to continually strive for the extra mile. As part of the campaign, VSCO community photographers were enlisted to share their views of #CantStop. The work included Oakley Prizm filters to represent the value of #CantStop in each individual’s life. Gene Paek, VSCO’s VP of marketing, says “We were able to match Oakley with authentic creators from the VSCO community based on the attributes they desired from a creative concept point of view, while also ensuring these creators felt empowered to capture their outdoor obsessions with our custom presets.”

Details typically missed by the naked eye are revealed by Prizm lenses that fine-tune individual wavelengths of color and optimize contrast. Based on the new technology developed by the joint efforts of Oakley and VSCO, three presets were designed by VSCO for specific environments, to represent three specific Prizm lenses – Prizm Sport, Prizm Snow and Prizm Tungsten. Each filter also has a slider that allows users to adjust color balance in the same way eyes color-adjust to Prizm lenses. “It is exciting to see our technology applied to another creative medium, allowing athletes and creators around the world to see the road, mountain and everyday life more clearly,” says Brock McCabe of Oakley.

Filed under: Marketing Innovation

Creating Meaningful Experiences With People-Based Marketing

Posted July 11, 2017 by Rashmi D @ 7:48 am

A 360-degree perspective of customers can ensure success in implementing a people-based marketing strategy

People-Based Marketing

For years, brands have been trying to market to consumers they know personally instead of strangers but couldn’t succeed in doing so with their digital marketing, but now it appears they have the options to do that and a lot more. They seem to have mastered the processes involved in highly targeted, effective, personalized marketing, after they were able to gain insights from increasingly more precise customer database. This helps them design and deliver the right messages at the right time to customers across the maximum number of media and channels. Marketers now apply the same amount of effort and automation to create inbound experiences that they have been applying for years to create outbound experiences. Today they are not just focused on creating decent programmatic or email or search but are actually engaging the consumers within a closer range.

Developing lasting and meaningful relationships with consumers by creating steady, special and valuable experiences that make them happy is the objective of people-based marketing. While in outbound marketing, the focus is on targeting, in inbound marketing, it is on real-time decision-making. When a customer visits a website, the offer he sees, should be the same that was emailed to him, or featured on his Facebook update, or in the display ad that drove him to the particular site. Personalization is what crosses both so they work in concert to orchestrate journeys that will optimize the value of the customer’s relationship with the marketer.

Integration of campaign tactics and the data that enables it, makes it possible for marketers to provide this seamless experience and although it is a simple concept, it can be challenging to execute. How do marketers make it work? A 360-degree perspective of the customer can offer three touch points for success in implementing a people-based marketing strategy. Advertising needs to be more addressable, e.g. campaigns should leverage media platforms to target customers personally, efficiently and at scale. Inbound channel interactions need to be managed efficiently, using advanced technology to provide more personal moments that are meaningful to the customer. Achieving better customer relationships by linking inbound and outbound customer experiences, using CRM and loyalty programs to manage lifetime customer value and optimizing marketing investment.

Filed under: Brand Marketing

Facebook Aims to Check Low Quality Links, Fake News, Clickbait and Spam

Posted July 6, 2017 by Rashmi D @ 3:47 am

The social site is keeping a close watch on users, to reduce the spread of sharing clickbait and misinformation

facebook Fake News

Facebook, the world’s largest social network, has about two billion monthly active users. It’s now taking a step to weed out low quality content like clickbait, sensationalism and hoax news, after hoax stories had spread widely during the US presidential election, e.g. Pop Francis endorsed Donald Trump and the federal agent, who had been investigating Democratic candidate Hillary Clinton, was found dead.

Last Friday, Facebook revealed that it was going to change the computer algorithm written for news feed which aims to limit the reach of users, who frequently share links or clickbait content. According to the research done, there are only 0.1 percent people approximately, who share more than 50 posts every day with nuisance content such as fake news or misinformation, clickbait, etc, that create chaos or sensationalism among people.

Facebook aims to discourage the influence of these spammers and deprioritize the links from users that post more frequently on the social site rather than regular or informative and entertaining posts. As a result, it is expected to have a positive effect on the ranking of high quality content with useful informative posts because this update will apply to individual clickbait articles or links and not on pages, videos, photos or domains.

Once this update is done, publishers will see a reduction in distribution of links which they routinely share on public posts and they should keep in mind the basic guidelines to follow. In order to reach their audiences through Facebook the content they post, should be relevant and informative. Tackling fake news in news feed is a part of the new update showing Facebook’s efforts and by August, the update will de-emphasize news or stories with clickbait-type headlines or sub-headlines.

Filed under: Digital

Wieden + Kennedy Amsterdam Launches “Stories Are Everywhere”

Posted July 3, 2017 by Rashmi D @ 4:31 am

At the 2017 Insta Stories Festival in Cologne, Germany, a Number of Instagram Stories films made by the agency were screened

Stories Are Everywhere

It’s Wieden + Kennedy’s first work for Instagram and it’s a huge multi-channel Instagram Stories campaign that was launched in the US, Germany and Italy in April. However, it is the agency’s Holland unit that came up with the video collection of 26 films that was screened at the Insta Stories Festival in Cologne, Germany, last week. Thierry Albert, creative director at W+K Amsterdam, says, “Instagram is one of the most loved brands in the world, and it’s their first global campaign. In a world full of hyperstylized communications, it felt fresh to shoot the campaign on iPhones, using only the Stories features. No cheats. No tricks. Anyone can do what we did. All you need is the Instagram app.”

The Insta Stories here cover different scenarios from a spectacular snowboarding jump, to something that appears cheeky, e.g., a snowboarder sticker on vanilla ice cream. Creating dynamic shortcuts to express a mood, a feeling or a moment, with the objective of channeling elicited emotions onto a product or brand, “Stories Are Everywhere” reflects how users have adapted a tactic advertisers have relied on for generations. “We intentionally mirrored the experience of Instagram Stories, so all the executions were short, fun and surprising. We didn’t take ourselves too seriously, because that’s what connecting with friends on Instagram is all about,” says Instagram executive creative director Bekah Sirrine.

Filed under: creativity
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