With 2018 in full swing and Blue Monday behind us, many marketers are well underway with plans for the rest of the year – but are they utilising the most effective strategies and focussing on the most innovative techniques? Retailers can guarantee they maximise their opportunity to attract, retain and delight customers throughout the year with these simple campaigns;
Some retailers are utilising personalisation to push product sales, e.g. Ugg chose to incorporate personalised videos into a Facebook Messenger Bot for a Christmas Wishlist campaign. This encouraged their fans to post a “Hint” video of the Ugg Boots they wanted to be bought for Christmas.
The commercial conversion results of the campaign were fantastic, with 38% of videos created resulting in a user clicking “Buy Now” and being linked through to the Ugg e-commerce website. Additionally, 34% of visits to the video landing page resulted in the personalised video being shared or downloaded. See the full case study Flickstr Review.
Retailers could incorporate a similar campaign into their standard customer communications, around all special occasions. Valentine’s Day, seasonal promotions, customer birthdays and special events could all provide opportunities to engage users with a ‘Wishlist Bot’, allowing you to gather customer preferences and target them with personalised, shareable content.
Event & Product Launches
Ideally, we all want to make our marketing spend work that little bit harder. For Missguided, one simple way to amplify their #NaughtyList campaign was to deliver personalised videos to anyone signing up on Twitter to find out when a secret sale date was announced. See the full case study Fast Cash 5 Review
In the lead up to the sale, organic amplification encouraged 400+% tweet engagement increases. On the day of the sale, MissGuided.co.uk cracked under the strain of so many users trying to get online at once, forcing them to extend both the personalisation campaign and the sale in order to give everyone caught in the backlog a chance to take advantage of the deal. In total, 44% of all personalised videos were liked, and the campaign garnered over 1.2 million impressions from just 3 call-to-action posts.
For retailers, any event or product launches could be amplified with similar success. Simply encourage customers to engage with your own “Retweet to Remind” campaigns, but maximise the reach of the campaign by ensuring their reminders come in the form of a fun and highly shareable personalised video.
Gamification & Giveaways
Making a competition or voucher campaign fun or sharable isn’t always an easy task, which is why Pizza Express have opted to go the personalisation route for 4 of their recent competitions and giveaways!
More recently for their “Pick a Passata” campaign, entry was via a Messenger Bot, accessible through a scannable Messenger QR code on leaflets in restaurant. Users could pick which Passata tin they wanted to overturn, in the hopes of finding a sneaky doughball hiding underneath. Finding doughballs meant winning freebies, as well as gaining entry into a larger competition. To see the full case study, click here for Pick a Passata or here for their Christmas “Shake The Tree” campaign.
For retailers, all competition entrants on Twitter or Facebook could automatically receive native, personalised video replies to let them know if they’ve won, to wish them luck, or to simply confirm receipt of their entry. Alternatively, competitions could be built around a gamified video mechanic, like Covert Copy Traffic Pro V2 Review. The creative ways video personalisation can be tailored to this type of campaign are endless!
Make It Personal
EchoMany is a Video Personalisation Platform that allows you to dynamically embed user data into highly engaging and creative video templates. Plugging into Twitter, Facebook, Messenger or E-Marketing campaigns quickly and easily, EchoMany can pull almost any data or media into a video, personalising it in a myriad of different ways.
Whether you want to incorporate CRM Customer Data, Public Profile data from Twitter or Facebook, UGC or Messenger Bot responses, EchoMany can work with you to build and design a campaign that improves return on investment, reduces cost per engagement and drives positive brand awareness.
Our highly creative team of strategists, designers and developers are ready and waiting to help you ‘Make It Personal’ – so get in touch to find out more.
If you are a regular user of social media platforms, you know how pervasive video has become. You can’t scroll through a Facebook, Twitter or Instagram feed without seeing video content from your friends and/or brands you follow.
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Video has become the go-to form of media to capture the attention of a social media audience. The brands that use video most effectively have every aspect of it down to a science, from the length and aspect ratio of their videos to the types of content they create.
Beyond creating high-quality, interesting videos, here are a few quick technical tips to help you get more engagement out of your videos on some of the most frequently used social media platforms.YouTube
Approximately 60 percent of YouTube videos are watched on mobile devices, with that number rising every year. It is a particularly excellent platform for DIY videos, tutorials, behind-the-scenes videos and testimonials, but you’ll be able to find just about anything on YouTube.
The following standards will set you up for more engagement:
Facebook and Instagram users have shorter attention spans than YouTube users, because they’re likely just scrolling through their feeds during down times. Ideal length for a Facebook video is about one minute, with the first three seconds being especially important for capturing the attention of viewers.
Here are some additional tips:
Twitter is a great place to share video content, and has become especially ideal for sharing news-related videos, simply because of how much news tends to break on Twitter. Twitter feeds tend to scroll the fastest, so shorter videos that grab attention quickly are imperative.
24 April 2017
Businesses today cannot ignore the mobile channel as a key medium to reach and engage with consumers. The digital channel makes up more than 60% of total ad spending in the UK this year. In 2018, mobile alone is projected to make up nearly 50% of the total ad spending in the country, doubling advertising investments in TV*.
The smartphone is a key touchpoint for any advertising campaign today, allowing advertisers to deliver branded content to hyper-precise audiences with a tailored message. The Subway campaign case study is an example of how advertisers can bridge their digital advertising investments with offline impact within actual restaurants. In this smartphone-only campaign, the advertiser’s objective was to boost traffic into stores among fast food consumers in the vicinity. The campaign set up hyper precise user targeting parameters with a geo-fencing strategy around restaurants during opening hours. Following the month-long campaign, more than 200K consumers went into a Subway restaurant having seen the ad campaign on their smartphones. A successful mobile campaign needs to go beyond exposing a mobile ad to the user, but actually securing engagement from consumers that aligns with the overall business objectives.
Advertisers now face the complex challenge of how to distinguish between different mobile programmatic vendors when seeking highly impactful campaigns. There are two important differentiating factors that they can identify when comparing technology platforms. First is choosing technology that have been vetted by independent third-party organisations like the Media Rating Council (MRC). Second, advertisers should seek out platforms where they can retain full ownership of their campaign data and insights.
Post-campaign data is an invaluable gold mine for future campaigns as well as in-depth insights into consumer preferences and behaviours for new products and business ventures. Without access and ownership of campaign insights, advertisers cannot be sure that these actionable data won’t be shared with their competitors. Finally, accredited technologies are key to identify fraud in mobile campaigns. As more investments pour into mobile advertising campaigns, there is more incentives for fraud. Accredited technologies with advanced anti-fraud algorithms are only our first defence against fraudster in the programmatic ecosystem.
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