Company Headlines

Can Brands Change Their Fate Using Unpaid Influencer Campaigns?

Posted August 24, 2018 by Abhishek Pandey @ 12:51 am

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Brands have often been in dilemma in bringing the influencers on board their marketing strategy. They are susceptible to spend a budget on something, the outcome of which is not in their hand. This decision often lets them to not get into any sort of influencer marketing strategy. But this is more than what they often perceive. Brands tend to experiment with their marketing with some form of Unpaid Influencer Campaigns. They tend to bring these strategies to guarantee their investment into something fruitful. So, do these unpaid influencer campaigns work? Is it possible for some brands to bring into fore the unpaid influencer campaigns? Will the result be the same for both paid and unpaid influencer campaigns for marketing? Will the equation work on similar terms for influencers if they don’t get paid?

What can be the Issues arising in Unpaid Influencer campaigns?

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So, if your brand is planning to bring into the team the unpaid influencer campaigns, you are not alone. Thousands of such brands and some influencers too want to have such exposures. Influencers too tend to start off with such cases as they too want to test their skills in the advertisement. Often, the big influencers and celebrity endorsements tend to make big headlines, but most influencer collaborations happen at more reasonable rates and scale. Companies can receive positive ROIs by working with a large number of micro-influencers. They are eager to work without even having to pay them hugely. Investment in high-quality influencers and tools to streamline a large influencer program is necessary to see long-term, tangible returns. For some brands, it may be possible to run successful and unpaid influencer campaigns as well.

What factors determine if your brand qualify for Unpaid Influencer Campaigns?

 

Here are some of the factors which might describe if your brands qualify for unpaid influencer campaigns –

  1. Value of Products – The value of products go a long way in deciding if any of the influencers might say yes to unpaid campaigning. Luxury fashion products, cosmetics, and some electronic items have a huge fan following. These verticals have the potential to gain influencers who are ready to run unpaid campaigns.
  2. Popular or Viral Products – many influencers, in an attempt to enjoy popularity, vie to endorse some products which have gone viral. They are willing to work with trendy products, if not the brand. The brands can capitalize on the trend set by their brands to influence influencers.
  3. Non-Profits – Even though the influencers don’t have a fixed layout for CSR, they tend to help non-profits get recognition. They are often willing to spread awareness about nonprofits. Certainly, they too get the soft side of the people.

What Alternatives can you offer to run Unpaid influencer campaigns?

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There are certain alternatives to monetary compensation which your brand can offer to the influencers. Here are some of them –

  1. You can offer to feature influencer content on their social channels, website or other advertisements.
  2. Also, you can gift them your products cases for free.
  3. A long-term partnership proposal or affiliate partnership with the commission may be fruitful.

Acceptance rates for Unpaid influencer campaigns

Often, we see how some brands can run successful unpaid influencer campaigns solely on a gift-giving basis. So, after surveying both the brands and the influencers, we can conclude that the influencers can work at a discount for brands which they love. Working for a favorite brand even without any price can uplift their social aspects easily. As per Karlee Andrews @Madameandrews, an influencer with close to 150k followers,

“As for unpaid vs paid, I almost always charge…I put a lot of time and effort into producing content that fits with the campaigns that I work on. I know that I produce great content and I’m not afraid to say that I should be compensated for it… However, if the product is worth a lot and I love it, I will on occasion do work for trade”.

But brands should note that working without any payment can limit the number and types of influencers in the future too. Only willing and fan type influencers will work for your brand henceforth.

Finding the Right Set of Influencers

After talking to most of the brands and their testimonials, the influencers are willing to post content in lieu of products or other alternatives to money. The other products must resonate with the value of the work they are doing. So, it is important to find the right set of influencers to run unpaid influencer campaigns. To make the collaboration natural and authentic, it is important that the influencers align their likings with the product. You may also find the right set of influencers ready to run campaigns without even charging any money.

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PepsiCo all set to acquire Carbonated Drinks Machine Manufacturer SodaStream

Posted August 20, 2018 by Abhishek Pandey @ 11:42 pm

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In order to enhance its market reach amidst growing competition and market share by rivals Coca-Cola. To expand its carbonated beverage reach to urban and semi-urban population PepsiCo is all set to acquire SodaStream, a company notification read. The company has announced its entering into an agreement wherein the Pepsi will purchase make-your-own-seltzer machine maker SodaStream for a whopping $3.2 billion or say $144 per share. This comes amidst the news of stepping down of its CEO Indira Nooyi after a 12 years stint at the helm of the company.

How is SodaStream useful for PepsiCo?

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PepsiCo has been under grind for its low market performance and shares in the recent times when the rivals like Coca-Cola has emerged to have the biggest market share in the beverage category. To strengthen its position in the Asian markets, SodaStream might turn out to be an exciting acquisition. SodaStream currently manufactures machines which helps the consumers to make Sparkling water from tap water, a technology it did patent. The company has enjoyed a huge surge in its business in the recent two years. Its stocks rose to 320 percent in the last two years as per a CNBC report. The purchase hence will help PepsiCo in growing its portfolio as a brand which is concerned about the health of its consumers.

How has PepsiCo Viewed this acquisition?

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As per the press release regarding the acquisition, PepsiCo has viewed this agreement as a venture into the journey of making its customers happy. It views the acquiring the company as for the next step in the ‘performance with Purpose journey. The company has plans to focus more on the health and wellness sector through environment-friendly and cost-effective solutions to beverage conundrum. PepsiCo outgoing CEO and Co-Chairman Indra Nooyi said in a statement, ‘“PepsiCo and SodaStream are an inspired match. Daniel [Birnbaum] and his leadership team have built an extraordinary company that is offering consumers the ability to make great-tasting beverages while reducing the amount of waste generated. That focus is well-aligned with Performance with Purpose, our philosophy of making more nutritious products while limiting our environmental footprint. Together, we can advance our shared vision of a healthier, more sustainable planet.”

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Daniel Birnbaum, the CEO of SodaStream added, ‘Today marks an important milestone in the SodaStream journey. It is a validation of our mission to bring healthy, convenient and environmentally friendly beverage solutions to consumers around the world. We are honored to be chosen as PepsiCo’s beachhead for at home preparation to empower consumers around the world with additional choices.”

The news of the acquisition comes at a time when the company is set to see a top deck change in the form of its CEO Indira Nooyi who is serving her notice time at the company. She will be replaced by Ramon Laguarta, the current Head of Global Operations at PepsiCo. The acquisition has been unanimously approved by both the parties as well as the board of directors of PepsiCo. It is forecasted to become an official part of the company in January next year following a SodaStream shareholder vote as well as undergoing routine regulatory approvals.

 

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How Should You Build a Customer Intelligence Based Data Plan?

Posted by Abhishek Pandey @ 7:32 am

Behind any industry and trade and product, data metrics play an important role. It’s the deal which brings the revenue for the companies and with GDPR in the town, the data plan might need to be revoked. The private data needs protection and in that scenario, the businesses need a proper planning. But data and data processing are not just a commodity but the necessary means to run the companies these days. It helps to understand the user pulse and their behavior over a longer period of time. These data channels help the brands to get closer to their potential customers and prospective buyers. They tend to make brands aware of the impediments to their marketing lack. So, there is a requirement of a customer intelligence-based data plan for a resurgence of businesses.

What is the need for Customer Intelligence based data plan?

Over the period of time, the brands who have created meaningful and transparent customer relationship have thrived for longer durations. Those who imbibe by the customer values have survived the long rope. Not because they have more data, but because they have more intelligence. So, in these scenarios, how would you rewire your strategies given the fact that the user intelligence has changed. How can the businesses use the customer intelligence-based data plan to accelerate their lead?

The key to resurge your business will begin with a proper strategy. How can you build a more direct relationship with your customers? What do you have of value to offer them? How can you use data to enable that value and is it worth the value exchange required? How does this advance your customer relationships and how can you now serve them with greater care, personalization, and distinction? Here are some of the methods in which you can build Customer Intelligence based data plan –

Data should be aligned with Stakeholder Requirements

The data you have been storing or marketing must have the consent of the stakeholders. It must be cleansed, corroborated and connected to solve the business problems. Privacy by design should be at the core of any data-enablement strategy, with good responsible governance as a foundation. Bring your IT, legal, and privacy teams together to create sustainable policies around data collection, processing, and management. And never collect data for the sake of having it for future use – if you don’t have a plan and policies set up in advance of any data capture, go back to step one.

Format Your Data

To establish a good relationship with your customer, your data must be correct. It should be clean and formatted so that it matches with other attributes and signals. There can be some inaccuracies in the data like mistyping of information, data that’s been poorly vetted. They must be properly formatted before you create a Customer Intelligence Based Data Plan.

Resolve to a single identity

This is the hard part. To resolve multiple fractional profiles to a single identity, you need a partner with a robust identity graph—one that provides a single unified 360-degree view online and offline, across channels and devices, that is accurate, persistent over time, and works as a durable match key underlying all use cases you are looking to employ. This identity then maps to everything from upstream customer intelligence and segmentation through onboarding and activation through all of your measurement efforts, then feeds it back again to make your activities smarter, more effective, and more efficient. An end-to-end system of identity is the key to successful data enablement.

 

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How to Use PPC Advertising for Effective Marketing?

Posted August 19, 2018 by Abhishek Pandey @ 10:55 am

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According to recent studies, paid ads get 65 percent of clicks in searches with high commercial intent. This can include a paid ad set up to target a specific audience. Take a look at how to set up new PPC campaigns for good returns. PPC advertising has become one of the most influential online marketing options for businesses. It is designed to engage people and lead to sales that can improve the bottom line. To make sure you do this the right way and launch a good PPC campaign, it’s best to understand the intricate details beforehand.

What Is PPC Advertising?

The term stands for pay-per-click advertising, meaning that each time someone clicks the ad, a set rate is charged to the advertiser. This rate can vary based on the agreement you’ve established beforehand.

You can use PPC to display ads for specific services or goods depending on what you’re selling. The goal is to put these ads in front of people who are already interested in the subject and might be looking for the product through search engines, forums or websites.

Setting Up PPC Campaigns

Establish a budget.

Start by establishing a daily, weekly or monthly budget as soon as possible. This is the set rate at which you will launch the ads. If you don’t have a budget, it is easy to start wasting money on failed campaigns. A set budget can streamline the setup and make sure it works according to your financial means. If not, it is easy to toss away money without even noticing it.

Look at the various rates and learn more about them before launching the ad on a platform. This will give you the gist of what’s going on and how much it will cost per click.

Set campaign goals.

You can only see the value of PPC advertising if you set goals for your business. This can include the number of leads you want to come in via ads or even the number of recorded sales per ad. All of this information should be tracked and kept in mind during the campaign.

By looking into and establishing these goals, it’s easier to avoid making mistakes. A PPC ad is only as good as the person running it. Setting goals helps you remain on top of things without failing.

Split-test ads and platforms.

Take the time to split-test as much as possible, whether with advertisements or platforms. You want to take all of this information into consideration beforehand. The goal is to determine how the ads will be run and how they will work.

For example, imagine one ad doesn’t work well but another does. You don’t want to keep running the failed ad because you don’t know which one is doing well. This happens all the time when you put up a bunch of ads and hope for the best.

Emphasize relevance.

PPC advertisements have to be as focused as possible because of the value they bring. Relevance is the name of the game because putting ads up in front of the wrong people will lead to inefficiencies. Targeting is essential for the long term.

Focus on a solution that is as relevant as possible. Take the time to sit down and write specific keywords that relate to your business and its products. The goal is to have a good feel for what you want to target.

Don’t ignore tracking.

Let’s imagine an ad has been set up and it’s time to start raking in new leads. How are you going to keep tabs on what’s working and what isn’t? This is where tracking can help, as it ensures each lead who engages with the ad is recorded. With Google AdWords, you can have all of this information listed in the main console online. It’s best to go through this information and set up a personal tracker as well. This reduces the wasted money from unrefined campaigns.

To Sum Up

PPC advertising can have a lot of benefits, but it is important to set things up properly. It takes time and a lot of work, but it is well worth the hassle. A good PPC advertising campaign can launch your business forward better than anything else could. This is why it is such an appreciated online marketing method: It works well and can change the outlook of a business in a matter of days or even minutes.

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Google Stores Location Data Even When Denied Permission – Reveals Research

Posted August 16, 2018 by Abhishek Pandey @ 12:28 am

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In a research and investigation conducted by Associated Press, Google seems to getting into a tough time ahead given the world mulling over stringent Data Protection laws. The investigation reveals deeper impacts on billions of smart phones all around the globe given the breach of code by Google. It has come out that Google has been storing the location data from the users on Google’s Android mobile phones as well as some Google apps on iPhones. This happened even after the user had denied permission to store any form of location data resulting in breach of privacy. In a statement, Google defended the privacy policy of the company clearing that its data compliances are clear.

What is the Location Data?

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Location data can be understood by users as the data of the locations they traverse to in their city or anywhere else. In our android phones and tablets, Google offers a user setting called the ‘Location History’ which records the location of the user when the GPS is signaled on. They do so in a time bound frame over a geographical map. The users can pause the opt in feature when they want the Google to not record their location history. As per Google, this means that the data will not be stored for that period of time when the feature was opted out. But the AP investigation demonstrated that  Google features did store the location history even when the service was opted out. “Even with Location History paused, some Google apps automatically store time-stamped location data without asking,” the AP reported.

The report added that Google’s disclosure on the Google map saying it does not store the data when turned off was misleading and difficult to interpret.

How was the Investigation conducted about the Location Data breach?

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The investigation was jointly conducted by Associated Press and Princeton University Postdoctoral privacy researcher Gunes Acar. He demonstrated through an Android phone which he carried while turning the location setting off. Google tracked and recorded the locations where Acar travelled over the course of days when the service was disabled. The AP did also publish a map of the data where Acar traveled. The investigation also points to several such happenings where the location was tracked and stored even when the service was off or opted out. In such scenario more than 2 billion mobile phone users on Android OS might have compromised their location data over the time.

The user location data Google stores is scattered throughout a number of different settings, so turning off Location History doesn’t disable Google from collecting other forms of detailed location data about users. As the AP reported, Google’s storage of location markers under the site’s “Web and App activity” setting is automatically enabled.

What did Google have to say about the Location Data Breach report?

As per the Google spokesperson, “Location History is a Google product that is entirely opt-in, and users have the controls to edit, delete or turn it off at any time,” the spokesperson said. “As the story notes, we make sure Location History users know that when they disable the product, we continue to use location to improve the Google experience when they do things like perform a Google search or use Google for driving directions.”

 

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Social Responsibility Is Changing Creative in the Wake of Digital Transformation

Posted July 10, 2018 by Abhishek Pandey @ 3:58 am

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Digital transformation is forcing the hand of businesses everywhere. Adapt or die seems to be most modern companies’ mantra in today’s cutthroat world. If they aren’t proactive at responding to changing technologies, social behaviors and the ingenious marketing campaigns of the competition, they’ll end up in the recycling bin.

The Changing Game

Technology has always been the great enabler. Just look at the Industrial Revolution. Nowadays advancements are leapfrogging at accelerating speed because modern technology is powered by software. Digital technology leveled the playing field. Now competition comes from unexpected places. Upstart companies with bold business models move fast, ship often and design for customers first. And they’re gaining market from the big boys.

Impact on Customer Economy

People behave differently too and are doing new things because of digital technology. They use digital products and services in unexpected ways. With powerful capabilities, they now communicate with each other and with the companies that serve their needs and interests. They chat privately with friends, send messages to public groups, and reach strangers around the world. They share their opinions in online reviews, tweets, Facebook posts and YouTube videos. They’re discerning and not afraid to wield their choice. They seek products and services that add value to their lives, and they want them from companies they believe are fair, genuinely care, and demonstrate social and environmental responsibility.

Digital Revolution Equals Customer Revolution

There’s no way to predict how the digital revolution will play out. Every industry will be disrupted, probably sooner than we think. Adapting to this reality is the most urgent challenge facing business leaders today—how to sense the oncoming change and emerging opportunity then respond to it rapidly and effectively?

The companies thriving amidst the volatility and uncertainty don’t move at an annual pace. They’ve adapted to harness continuous change. They sense instantly, respond in real time, and innovate continuously at startup speed. Every day they try out new things in the market, observe people’s behavior, measure the effect and adjust quickly. In return, customers get to experience new offerings as they evolve, and vote with their wallets. These companies are having an ongoing conversation with customers, employees, partners, and stakeholders that are rich with information about creating customer value. They don’t have strict plans. Instead, they’re learning their way forward.

Contrast this with incumbents who must protect their core business for as long as possible. Who, for a while, manage to make enhancements through localized digitization efforts but, despite facing the continuous threat of disruption, inevitably succumb to the pressure to deliver higher share prices in the short term. Financial engineering wins out over refreshed customer value creation. These established companies rarely get the chance to sustain a longer-term effort to create fertile ground for future growth engines. Unlike Amazon with its ambidextrous strategy rooted firmly in its organizational culture, they can’t execute today’s business while also cultivating the business models for tomorrow that will disrupt their market and even their own business.

Grand Challenges And The Greater Good

Disruption is all the rage. When its impact is positive for society as a whole, disruption is a good thing. Rather than looking for markets to disrupt, we must look for the human endeavors we can empower with digital technology. This is a greater good than just getting one up on the competition.

Today’s grand challenges and wicked problems need more than clever code. They need a different approach. One that embraces change and enables continuous experimentation. One that’s inclusive and sees entrepreneurs, design thinkers and creative technologists collaborating with industry experts and customers, cancer clinicians or climate scientists, to reimagine what’s possible and do the remarkable.

Quantified Outcomes

It’s difficult to predict what the market needs yet projects are still planned as if we know exactly what’s going to work. Projects are managed by specifying the outputs or deliverables, which are nearly always features. This stops us adapting to what’s being learned. Businesses must shift from delivering the outputs they think are needed to realizing the business outcomes they want. They must declare those outcomes in a way they can be measured, and give teams the freedom to try different approaches, experiment, and learn how to get there given constraints like time and cost.

Inclusive Collaboration

Mobile-first apps with their gesture-driven customer experiences, industrialized digital platforms, and the API economy are ushering in complexities that require us to collaborate like never before. Digital ventures need agile teams that are more cross-functional than ever before. One dedicated team of designers, developers and digital workers of all kinds; entrepreneurs, business stakeholders, domain experts. Businesses must encourage them to bring all their courage, curiosity and creativity to the table, and have continuous conversations with users and customers to understand unexpressed and unmet needs and determine the market demand.

Learning Culture

To be able to sense and respond, people must be learning all the time. To understand customer behaviors and the data they generate everyone must develop the new universal skills of customer listening, empathy, assessment, and dialog. Learning needs a culture of openness and humility that supports curiosity, welcomes other ideas, and respects the skills, strengths, and humanity of fellow collaborators. It must give permission to fail, embrace the willingness in people to admit they don’t know the answer, and celebrate their eagerness to go find it.

Wrapping Up

Agile practices enable product teams to make small changes in an ongoing way, continuously sensing the performance from customers and responding with successive adjustments, be they new features, business rules, pricing, marketing language, support policies, or anything else that contributes to business success. The core principles underlying agile methods have fundamentally changed planning to leverage continuous learning—listen rather than predict, make a credible guess, get feedback in nearly real time, then adjust the plan. Similarly, Innovation Accounting and Beyond Budgeting have changed how to budget. It’s no longer affordable to make commitments a year in advance when every day there are new things being learned. This changes how digital products and services are marketed and sold.

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Alibaba Debuts It’s Latest AI Copywriter

Posted July 4, 2018 by Abhishek Pandey @ 4:57 am

Related imageAlibaba’s digital marketing arm Alimama has unveiled an artificial intelligence-powered copywriting tool. Tapping the huge pool of content on Alibaba’s e-commerce sites Tmall and Taobao, the AI copywriter uses deep learning and natural language processing technologies learn from millions of top-quality existing samples to generate copy for products. Brands and advertisers can insert a link to any product page, and click the “Produce Smart Copy” button to see multiple copy ideas.

Currently, the technology has passed the Turing test and is capable of producing 20,000 lines of copy in a second, said Alimama. It said brands using the new tool, such as fashion chain Esprit and Texas-born clothing brand Dickies, can adjust the length and tone of their copy, such as dictating whether they want the tone to be “promotional, functional, fun, poetic or heartwarming.”

What is Turing Test?

Unveiled by Alibaba’s digital marketing arm Alimama, the “AI copywriter” can produce up to 20,000 lines of copy a second and has passed the Turing test, according to the company.

The Turing test measures a machine’s ability to exhibit behavior that is indistinguishable from a human through natural language conversations, and few machines have managed to successfully pass the test. The company did not immediately respond to questions about how the test was conducted.

The AI-copywriter uses deep learning and natural language processing technologies to learn from the millions of lines of existing copy on Alibaba’s Tmall and Taobao e-commerce platforms. To use the tool, copywriters simply insert a link into a product page and click a button to see different copy ideas generated by the machine. The tone of the copy can also be selected, according to the company.

What’s So Special About the AI Tool?

The tool is used on average nearly a million times per day, by merchants and marketers on Alibaba-owned sites such as Taobao, Tmall, Mei.com (a fashion flash sale website) and 1688.com (Alibaba’s Chinese-language wholesale buying site).

“For merchants, from today onwards, AI can take care of a portion of their copywriting needs. And it significantly changes the way [copywriters] work: They will shift from thinking up a copy—one line at a time—to choosing the best out of many machine-generated options, largely improving efficiency,” Alimama said in a statement.

As with design, copywriting involves a certain degree of repetitive, low-value work that can be made more efficient, Alimama added. A single product might require up to 10 versions of copy for different ad formats, like posters, web banners, product pages, and other special event pages.

“All the content produced by the AI Copywriter is the result of applying deep learning models, trained with large volumes of quality content created by humans. Human creativity is the cornerstone for the machine, which isn’t able to replace the creativity of people,” said Christina Lu, general manager of Alimama marketing. “AI for marketing… allows people to devote more energy to richly creative work.”

“The AI copywriter is a really amazing tool,” said Shaozhang Ding, head of e-commerce for the Asia Pacific market at Esprit. “Based on a massive database of existing copy and advanced AI technologies, the tool can reduce the repetitive and tedious copywriting workload for our teams.

Wrapping Up

The AI Copywriter is the latest in a suite of technologies Alimama has developed to assist small to mid-sized businesses on Alibaba’s e-commerce platforms, including a “smart banner designer” released in April that can resize and reformat promotional website banners with the slide of a mouse (drag a corner of the banner to change the shape of the box, and the system automatically re-proportions the images and copy to fit the new format). In the same vein, Alibaba released an AI-powered video-editing tool for brands to generate—in less than a minute—20-second videos to use for promotion on Taobao.

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Some Social Media Strategies to Improve Ad Performance – Part 2

Posted June 18, 2018 by Abhishek Pandey @ 11:41 pm

Social Media Strategies to Improve Ad PerformanceIn the previous post of Some Social Media Strategies to Improve Ad Performance – Part 1, we did talk about some of the ways in which you can improve your social media performance for Ads. For social sites to work pretty well, it is imperative that you do things precisely and correctly. Check out the social media strategies to improve ad performance through these following points.

Benefits of Advertising on Each Social Network Site

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For each social network, the functions differ significantly. These networks have their own benefits to a paid advertisement. But essentially in your own brand, you would not use each social media site. For starters, try choosing one or two networks that best align with your goals and objectives.

  • Facebook– The plethora of Facebook ad formats make it perfect for business-to-consumer campaigns. But its ability to make scalable audiences is also great for B2B. These formats are ideal for getting deeper into your audience and uncovering potential customers through awareness and social reach.
  • Instagram: Increasing web traffic sales and driving awareness is ideal for Instagram ads. Highly-visual content gets users to engage with the content and show off products in the best light for high B2C conversions.
  • Twitter: Twitter’s various advertising options let brands work on getting new followers for a product launch or simply starting a new social channel. Social Media Strategies to Improve Ad Performance on Twitter help grow awareness and drive clicks to your website.
  • LinkedIn: With a very specific demographic, LinkedIn is more ideal for business-to-business interactions. Your LinkedIn campaigns help gain visibility, generate leads, and boost traffic to your web pages through thought-leadership content.
  • Snapchat: This B2C platform works best with for pure engagement metrics, especially for younger audiences. Its sponsored filters and lenses are built to get users to engage, have fun and promote the product. Visibility and awareness are high markers for Snapchat ads.
  • Pinterest: The ads on Pinterest are often used to generate immediate sales of your product or services. Your paid content blends with other pins, allowing your brand to work as another avenue for your web store.

Find the Middle Ground for Social Audience Targeting

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It is not always an easy task to target an audience on social media through Ads. Trying to bring into fore the targeted audience in a given frame of time is almost impossible. Even if you are pro at social ads or a novice or just getting started, one thing will remain the same. Here you will require to find a middle ground with your targeting. Ad platforms are only getting more complex and sophisticated, so it’s important to spend your time wisely by creating workable target audiences. Additionally, you can use the Audience Behaviours feature to narrow down users who have specific intents like purchasing behaviors or traveling intentions. All these things lead to sales and with the right behaviors selected, you’ll see those who are active with brands that relate to you.

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Some Important Takeaways from Mary Meeker’s 2018 Internet Trends Report

Posted June 7, 2018 by Abhishek Pandey @ 2:44 am

 

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Mary Meeker’s 2018 Internet Trends Report is out and it’s a total understanding of the industry norms which has trended in the entire year. It focuses on the entire regimen for understanding the norms for internet happening in the financial year for 2017. There are some entities that have gathered momentum while some lack on various front. This report is a testament to the changing business regulation amidst tougher Data Protection codes in countries, the most important of them being the GDPR. Check out the major points to remember in the Mary Meeker’s 2018 Internet Trends Report here –

Mary Meeker’s 2018 Internet Trends Report – The World is Under Privacy Grip

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The whole world is going gaga over the Data Privacy – an important norm in the management of data notions. Meeker terms this as a Privacy Paradox: The Internet Companies want User data in return for low-priced services, the Users increase their time on these internet companies based on their perceived value of said services. On the other hands, the regulators want to ensure that the data is not misused. And Meeker said it’s key for internet companies to understand the unintended consequences of their products and that regulators understand the unintended consequences of regulation.

Mary Meeker’s 2018 Internet Trends Report – eCommerce is all about Amazon in the US

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With Walmart seeing a downslide, Amazon has become a Godzilla of ecommerce services. Ecommerce has seen a general 16 percent year on year growth with around $450 billion in the U.S. Ecommerce is now at 13 percent of retail sales. Amazon has continued to grow amidst all that followed by US President Donald Trump. in 2017, it was at 28 percent share with $129 billion gross merchandise volume (GMV) versus $52 billion GMV in 2013, or a 20 percent share.

Mary Meeker’s 2018 Internet Trends Report – Social Media is the best place to sell

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Social Media has become the greatest game changer for marketing these days. With more than 3 billion active users, it’s the place to sell if your brand is active there. Facebook leads the pack with around 78 percent people discovering products on that platform followed by Instagram and Pinterest at 59 percent. Twitter and Snapchat come at a later stage with 34 percent and 22 percent share in consumer discovery. People tend to read reviews before going on to buy the products.

Mary Meeker’s 2018 Internet Trends Report – Subscription services are doing fine too

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When it comes to product purchases, many are evolving from buying to subscribing via services like Netflix, which, at 118 million subscribers in 2017, saw 25 percent growth, and Spotify, which, at 71 million subscribers, saw 48 percent growth. Newcomer Peloton had 172,000 subscribers in 2017, which marked a whopping 173 percent growth. Subscription services are appealing because they offer access, selection, price, experience, and personalization.

Mary Meeker’s 2018 Internet Trends Report – Transformation in Digital Media

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Digital Media and the OTT Services have started to dominate now with excellent services and giving TV a tough competition as well. Amazon Prime, Netflix, and Hulu have started to dominate the online Digital Media with varieties of services and shows at subscription model listed above. TV has failed to give them competition as a retiring medium where the response is meek.

Mary Meeker’s 2018 Internet Trends Report – Amazon Vs. Alibaba – The Winner?

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Amazon has received some tough competition from Chinese conglomerate Alibaba in the recent years. In the year 2017, Alibaba posted a higher gross market value at $701 billion (to Amazon’s $225 billion) while Amazon had higher revenue ($178 billion to Alibaba’s $34 billion). But in China, Amazon has received serious flak and the retail version of Alibaba has taken hold to some extent. It is extending its services in Pakistan, Indonesia, India, and Singapore and that means Amazon has something to lose.

U.S. consumers are broke.

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U.S. consumers are struggling to make ends meet with household debt at its highest level ever and rising. Compared to Q3 2008, student loan debt is up 126 percent, auto debt is up 51 percent and mortgage debt is down 4 percent. The personal savings rate is also falling at 3 percent (versus 12 percent 50 years ago) and the debt-to-annual-income ratio is rising at 22 percent (versus 15 percent in 1968).

How to get Started with Instagram Business Profile?

Posted May 30, 2018 by Abhishek Pandey @ 5:09 am

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Since the launch of the Instagram Business Profile in the year 2016, everybody has been thinking to switch on to it sooner and later. For most influencers and organizations who had a lot of following, converting their account into the business profile was an easy decision. Currently, there are around 25 million Instagram Business Profiles active now. While for most this decision was easy, many are still wondering the time to shift into the Instagram Business mode. This indecision of activating the Business profile is because they are concerned about the impacts it will have on their profile and whether they will see a drop in their engagement after switching.

Why do people suspect to convert into Instagram Business Profile?

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With Facebook bringing a complete shift in their algorithm and content prioritization, the shift to such changes is visible on Instagram too. And this is the reason why people think twice when they make the decision to shift their profile into the Instagram Business Profile. However, all the evidence suggests that switching to a business account will only help you. With access to analytics and other features unavailable to personal accounts, it’s all upside. So, it’s no wonder why Instagram is nudging brands to switch. Let us find out the time when you should switch your Instagram profile to Instagram Business Profile and when you do, how should you do it?

Difference between a Personal Instagram Account and Instagram Business Profile

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One of the most important differences in a Personal Instagram Account and an Instagram Business Profile is the access to business features like Instagram insights, contact information, and Instagram Ads. But how did the brands manage to connect business before the release of Instagram Business Profile? There are tactics like pack their bio with all their contact information or make assumptions about who’s their target audience. But when you switch to a business profile, that’s all taken care of.

How to start with the Instagram Business Profile?

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To start with the Instagram Business Profile and verification, here is what you need to do –

  • Log in to your Instagram account and go to settings.
  • Tap “Switch to Business Profile”.
  • Switch to Instagram business profile. Once you click on this, Instagram will release a pop up to connect to a Facebook Business Page.

Note: You need to have Admin access to the Facebook page in order to convert to an Instagram Business Profile.

  • Connect Instagram profile to Facebook.
  • Choose a category for your profile/business.
  • Choose a category for your profile
  • Fill out your contact details (email address, phone number, and address). You need to fill out at least one of these.
  • Setup your Instagram business profile contact information.

Once you complete all of this information, your Instagram Business Profile is good to go. Instagram will show a video walkthrough to support the business account.

How to convert an Instagram Business Profile to a Normal Profile?

  • Log in to your Instagram account and go into settings.
  • In the “Business Settings” section, tap “Switch Back to Personal Account”.
  • switch back to personal account Instagram
  • Instagram will give you a prompt to make sure you want to switch to a personal account. Tap “Switch Back” to confirm.
  • switch back to personal account notification
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