Tag Archive for: Facebook

How To Improve Facebook Ad Performance and Measurement

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Per ususal, the last quarter of the year is a busy one and a very important time for businesses like yours. For 2021 in particular, you are most likely attempting to execute paid social media strategies with Facebook ads and digital marketing plans while navigating through a sea of privacy and platform changes across the entire online advertising industry.

Facebook estimates that in aggregate they are underreporting iOS web conversions by approximately 15%. however this is an overarching number with a broad range for individual advertisers. Facebook claims that the conversions occurring in the real world, like sales and app installs, are higher than what is being reported for many advertisers. Onimod Global experts are here to help you understand these changes, specifically in Facebook ads, and optimize performance in this new environment.

Actions to Improve Facebook Ad Performance and Measurement

As you build your campaigns, try to keep these Facebook advertising best practices in mind:

  • Before you analyze performance, allow some time: Delayed data is a real pain. Due to the fact it’s almost inevitable as well as modeled reporting, we advise waiting a minimum of 72 hours or the full length of the optimization window selected before evaluating the performance for campaigns that are optimized for conversions. Daily assessment is of course still possible for campaigns and should be monitored, but waiting to analyze and report will ensure you get the most accurate picture of performance.
  • Analyze at the campaign level, not the creative level: Where it’s possible and makes sense for your analysis, analyze reporting at the campaign level. While you can always assess performance at the ad set and ad level is possible, some estimated conversions are aggregated and reported with a delay. We advise to take this into account when assessing ads performance.
  • Enable Aggregated Event Measurement: This essentially means to choose the web events (like a sign-up or a purchase) that are most aligned with your core business outcomes and are frequently used as the events to optimize against in your campaigns. If you are running ads optimized against events that have not been prioritized in Events Manager, it may potentially effect your results negatively.
  • Set up the Conversions API: The Conversions API creates a simple, reliable and privacy-safe connection between your marketing data, such as website events and offline conversions, and Facebook. Adding the Conversions API to your existing setup will help you optimize your ad campaigns, decrease cost per action and more accurately measure campaign outcomes while offering the same privacy protections we’ve put in place across our other Business Tools. Many advertisers are already seeing success with Conversions API, and you can check out their stories here.
  • Use the learning phase help Facebook discover the best way to deliver your ads: One tip we recommend to be able to exit the learning phase sooner is to consolidate your ad sets, expanding your audience or choosing an optimization event that occurs more frequently. Another way you can make the most of the learning phase is reducing the frequency of manual edits or expand your audiences, so there are more opportunities for people to complete your optimization event.
  • Take all available tools into account: You may also want to consider all measurement solutions available to you, on Facebook Ads platform and off. During this period of transition, it’s crucial to review all measurement solutions to identify potential underreporting that may be occuring for your business.
  • Continue to test and learn: Through testing new bidding, format and audience strategies, you can identify what is working today and evolve over time as Facebook Ads continue to improve. Testing new creative and marketing strategies is essential for improving your performance over time.

Final Thoughts on Facebook Ads

When there’s even more to take into account in terms of making your Facebook Ads perform better, it’s important to know how each will benefit you and drive results. We will continue to share case studies and considerations to help you drive your business. Our goal is to ensure we help improve your marketing and drive success.

At Onimod Global, we have endless experience and expertise when it comes to all things Facebook advertising, general social media advertising, and digital marketing. Got questions about Facebook advertising or want to learn more about us? Contact us here today.

How to Maximize Lead Generation via Facebook Posts and Ads

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With billions of people using Facebook each month, the opportunity for lead generation is endless. Facebook recently shared tips on how to maximize lead generation via Facebook posts and ads to help businesses boost the performance of their Facebook marketing efforts. These tips cover the four critical elements of effective lead generation, intending to help marketers formulate a better strategy for reaching and connecting with potential customers. 

1. Lead Capture

According to Facebook, one of the keys to capturing leads is ensuring that your audience clearly understands what they’re signing up for. They should also clearly understand what makes your product or service worthy of giving their personal email address or other information. Being upfront and having clear communication from the get-go helps ensure that those that are converting are a part of your target audience. 

2. Lead Magnets 

Facebook’s second tip is that brands should adopt the “give before asking” mentality by offering users something in return for their information. This could be a one-sheeter, eBook, discount code, free trial, newsletter, webinar, etc. By providing value upfront you establish trust and a connection with your audience, leading to a better relationship and more brand-loyalty in the future.

3. Landing Page 

Landing pages are a critical element to ads. It’s important that once you get a user to click through your post or ad, that your landing page matches what you’ve explained. It’s also important that it has a quality design and effectively collects the information you need. Facebook advises brands to test different versions of landing pages to see which have the high click-through and conversion rates. They also suggest that you should consider setting up a custom audience to then retarget those who have clicked through, but not yet converted. 

4. Lead Scoring

Facebook’s final tip is to create a lead scoring matrix in order to better customize their outreach efforts and prioritize leads based on past engagement. For example, downloading a white paper is worth more points than unsubscribing from your email list. This can help you save time and effort by only contacting the leads that are more likely to convert first. The way you go about establishing your lead scoring table will vary, depending on your offer and goals. But the idea is that by segmenting each of your leads will allow you to better focus the outreach for each of your strategies. 

Final Thoughts 

Lead generation is key to maximizing your Facebook marketing efforts. The more insights you can gather, the better you can hone in on where the right people are for every campaign. Either by focusing on groups directly or using them for Lookalike’s to expand your research. At Onimod Global, we’re experts in digital marketing, specializing in Facebook Ads. If you need additional assistance in the Facebook ad space, or any area of digital marketing, we can help. At Onimod Global we’re experts in all areas of social media and digital marketing. Learn more about who we are and what we do, and contact us here today. 

We also release the latest digital marketing news and essential marketing tips every Tuesday and Thursday! To catch up on the top digital marketing news and trends, click here.

Facebook Ad Tips to Maximize Your Performance This Holiday Season

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The 2020 holiday season is here and for many it can’t be business as usual. Businesses must continue to shift and adapt to everything going on and with many distractions, capturing consumers’ attention is more difficult than ever. If you’ve yet to establish a strong online presence throughout the pandemic, you’ll need to start thinking of ways to create a strong brand awareness and stand out among competitors. 

For many, Facebook is a critical marketing platform, especially around the holiday season. The platform recently gave out their top 5 tips for creating ads to maximize your performance while increasing your brand awareness. 

1. Create a voice for your brand. 

Giving your brand a unique voice is the best way to personify your brand. You want to tailor this voice to align with both your business purposes and their target audience. Many brands find success on social media by adopting a certain persona. Facebook suggests this may be key, in addition to ensuring consistency in your tone. 

2. Position your products. 

Visual elements are crucial on all social media platforms when it comes to marketing. Presenting your offerings up front is also a critical part of the process. Display your products up front and center so your audience knows what you’re advertising and why. You can also include your brand message so users can start to associate it with your products. Facebook has also mentioned that putting your brand messaging within the first few seconds of a video ad is key to effectively building association. 

3. Say it with words. 

While visuals are important, you can’t rely on them alone when marketing. Incorporate value propositions into your ads that feature your products or services, explaining why the user should purchase them, what makes them unique from others and what benefits they’ll get from them. You can also start weaving your brand’s messaging or slogan into your ad copy. 

4. Use branded packaging. 

You can easily take your brand to the next level by creating unique packaging that encompasses your company’s look and feel. This also helps enhance the customer experience, making it almost seem like a gift, which is especially nice during the holiday season. Personalized touches are also a great addition to brand packaging. It can be as simple as a handwritten note, but it shows you care about your customers and create a better, more loyal relationship with them. 

5. Spend strategically. 

Brand awareness is a difficult goal to track and measure. Facebook offers marketing solutions that help with quantifying your efforts. For example, you can run retargeting campaigns to reach audiences who already know about your brand, as well as advertise to people who have already visited your website, app, store or Facebook page, or advertise specifically to people who have already made a purchase. 

Final Thoughts

Even though there is a lot going on in the world currently, brands still have to think about their holiday marketing efforts. If you’re struggling knowing how to get going, these tips are a great place to start. If you need additional assistance in the Facebook ad space, or any area of digital marketing, we can help. At Onimod Global we’re experts in all areas of social media and digital marketing. Learn more about who we are and what we do, and contact us here today. 

We also release the latest digital marketing news and essential marketing tips every Tuesday and Thursday! To catch up on the top digital marketing news and trends, click here.

Why Live Video Should Be a Part of Your Digital Marketing Strategy

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Finding new tactics to add into your marketing mix can be tough. It can be even harder to stand out  when it seems like all companies are using the same tools and strategies.  

One of the best ways to differentiate yourself from the competition is by using newer platforms that not everyone has transitioned to yet. While live video is now used by many big brands, it hasn’t made its way to everyone yet, especially small businesses. 

Videos in general generate the most traffic and engagement of all types of content. Live video content quickly gained traction and data showed that people were spending 3x longer watching live video compared to pre-recorded content. 

If you haven’t already added live video into your marketing mix, it’s the perfect way to start stepping up your social game. 

Why You Should Start Going Live  

1. Increased Engagement 

A Vimeo study found that 80% of consumers would rather watch a livestream about a product than read content marketing posts. Not only do more people prefer live video, but it also adds two elements that pre-recorded videos don’t have: FOMO and real time audience interaction. People hate feeling like they’re missing out on something. It’s even better when they can get their comments and questions read in real time and hear the person respond. It makes users feel more included, increasing engagement significantly. 

2. More Qualified Leads 

Not only do more people engage on live video, they also convert more. The same Vimeo study found that 67% of the livestream audience made a purchase following the session. That is a huge conversion rate in comparison to other content traffic. 

3. Better Authenticity 

With a live video there’s no cuts or retakes. It shows people’s and brand’s most authentic selves, which resonates best with consumers today. This builds more trust and long-term relationships among you and your audience. 

Where to Go Live

1. Instagram

Instagram holds to be one of the best places to go live. There are over 100 million daily users, it’s simple to navigate and it notifies your followers when you go live. Lives can last up to an hour and you can save them on your story for people to view later. 

2. Facebook 

Facebook is also one of the most popular platforms to go live on. Facebook Live is good for face-to-camera videos, as well as live-action shots from events. Broadcasts can last up 

to four hours and in addition to the usual video analytics, you’ll also be able to see the number of live viewers, people reached, reactions, comments and shares. It also notifies your audience when the stream begins and at the end of the broadcast, the video is added to your profile or Facebook page. 

3. TikTok

This is one of the newest platforms, but the fastest growing, with over 800 million active users. If you have a younger audience, this is the perfect place to go live. Live video streaming allows TikTokers to connect with their followers in real-time using comments. It can also help you monetize your account if your live stream audience sends you virtual “gifts.”  The best part about live videos is that you can cover a lot of content through them since TikTok hasn’t yet restricted their duration.

What to Share on Live 

1. Behind the Scenes

No matter the product, service, industry, etc. consumers love seeing how things are created. Live videos give consumers the opportunity to get sneak peeks of how their favorite things come to life, which can help solidifying sales and loyalty. 

2. Q&A’s 

Question-and-answer formats are great for driving high levels of traffic and engagement. If you invite high-profile guests onto your live streaming shows, you can receive lots of interaction from fans. People love getting special insights and tips from influencer and industry leaders. 

3. Events 

Like we said before, people love to feel included. Live streaming events can let people that couldn’t attend in person, feel like they’re still a part of it. This can also create a lot of excitement around the event as well. 

4. Announcements and Promotions

Live video really helps people feel like there is a VIP experience as they got to see something live on video before it hits the “shelves.” Consider teasing whatever new thing is happening in your business as a live stream using exclusive words to describe the sessions ahead of time to drive traffic. Create excitement around call-to-action like asking for feedback or sending a limited amount of product for people to test out. By doing so you create an eager group of people ready to buy new stuff you teased out to them.

More from Onimod Global

Onimod Global releases the latest digital marketing news and essential marketing tips every Tuesday and Thursday! To catch up on the top digital marketing news and trends, click here. To find out more about who we are and what we do, click here.

Tips on Managing Negative Social Media Comments

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Social media is a unique public environment that has its own culture and expectations. And at some point in social media managing, you’ll have to deal with negative comments on your brand’s page or posts. While some of these comments may be from blatant trolls, others will be clear criticism of your product or service. It’s important to know how to effectively deal with these comments. Here are 5 tips on how to manage negative comments on your social media. 

Don’t ignore or delete. 

The worst thing a brand can do is ignore their negative comments. This can aggravate the commenter even further and may lead them to continue to leave negative comments in more places. This can also look bad to other users and existing customers. You want to remain transparent with your audience. Deleting messages rather than addressing them head-on conveys that you might have something to hide. 

It’s important to note that this doesn’t remain true for all negative comments. If a comment is inappropriate, offensive or derogatory, it should be deleted. To make this decision, exercise your own judgement or refer to your organization’s code of conduct. 

If it’s your fault, apologize sincerely. 

The saying goes, “the customer is always right.” Even if you disagree with their point of view, it’s still best to apologize. This is the first step in resolving a conflict. Keep a calm, cool and sincere tone throughout the conversation. When someone is bashing something you’re passionate about, this can be difficult, but it’s crucial to not let your emotions get in front of professionalism. 

On the other hand, you don’t want to admit fault for something you had no control over. If that’s the case of the complaint, lead with something like, “We’re sorry to hear you weren’t satisfied with your experience.” This shows you still care, but doesn’t recognize that you or a team member did anything wrong. 

Take offline if necessary. 

It’s best practice to resolve the conflict privately. Try to shift the conversation off of social media to another place. Whether this be through direct messenger, email, over the phone, etc. After you apologize, close the response by asking the customer to contact you through one of the mentioned forms of private communication. You never want to get in a further argument in the comments for others to see. Depending on the issue, the customer may write dozens more negative replies, which can reflect poorly on your brand. 

Be personable. 

No one likes their frustrations to be met with automated replies. This also looks bad to anyone else that reads the conversation on social. It’s beneficial to have a plan for negative comments, but you want to personalize the message as much as possible. This shows real empathy, authenticity and sincerity. You want to show that you really do care about your customers. See the following conversation between Delta and a customer. 

source:https://www.socialpilot.co/

It’s evident that these messages were written by a real person and are not automations. They effectively communicate with the customer and show that they genuinely want to help. 

Be timely. 

Timeliness is key with negative comments. Most users expect a response within 2 hours. If necessary, follow up with the relevant departments to give your customer a satisfactory answer. Word travels fast on social media, which is also why it’s so important to respond quickly. A slow response can make it seem like you don’t care or are ignoring the complaint, both which can quickly damage a company’s reputation. 

Be sure to consistently monitor your reputation throughout the day, whether it be through Google Alerts or other social listening tools. This will help to ensure no negative messages go unnoticed. 

Final Thoughts

Negative comments are unavoidable, but if managed the right way they can actually do more for your brand than positive ones. Responding to positive comments is easy. Dealing with negative comments is how you show company integrity, sincerity and personability. This is where long-term customer loyalty stems from. So if you want your company to succeed, watch what people are saying about your brand on social media. React to all the comments you get and be attentive to the problems of your customers.

Onimod Global releases the latest digital marketing news and essential marketing tips every Tuesday and Thursday! To catch up on the top digital marketing news and trends, click here. To find out more about who we are and what we do, click here.

Facebook Ads Boycott: Why Marketers Are Pulling Their July Ad Spend

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The list of companies planning to suspend their Facebook ads for the month of July continues to grow. This boycott stemmed from Facebook’s inaction to address hate speech on its platform. 

A civil rights coalition, which includes the Anti-Defamation League (ADL) and the NAACP, launched the #StopHateforProfit campaign last week when it called on major corporations to put a pause on advertising on Facebook to send a message to the platform that its lack of action is not going to be tolerated. Within a few days The North Face, REI, Patagonia and a few others were the first big-name brands to join the stand. 

So what is this boycott all about and should you get behind the movement? 

Where This All Started

Social networking platforms have been under fire over the past year for allowing false statements made by politicians, the president in particular, to be published with no consequence. These types of campaigns stem all the way back to the election of 2016, with Trump and Clinton. More recently, the main focus of the push came from the president’s recent comments on the BLM protests, which Facebook chose to leave up in the matter of public interest. 

Activists have been pushing for Facebook to follow Twitter’s lead and draw a definitive line on hate speech that cannot be crossed in on-platform discussion, even by the president. Quickly following Trump’s post, Twitter prevented users from viewing the tweet without reading a brief notice that the post glorified violence. Twitter further tightened restrictions on the messages from Trump and the White House by blocking users from liking or replying to them. A few days later Twitter added their first fact-checking labels to Trump’s election-related tweets as well.

Facebook’s CEO, Mark Zuckerberg, on other hand did not feel the same way about censoring the president’s posts. Zuckerberg says Trump’s posts did not violate Facebook’s policy and will remain online, uncensored. 

They ultimately decided to leave the post up because the company’s position is that it “should enable as much expression as possible unless it will cause imminent risk of specific harms or dangers spelled out in clear policies,” Zuckerberg wrote. 

The Boycott 

Last week the NAACP and the ADL officially announced their #StopHateForProfitCampaign with a full page ad in the Los Angeles Times. The campaign was meant to target advertisers, specifically big-name brands. Just two days later, The North Face tweeted, “We’re in. We’re out @Facebook #StopHateForProfit.” The North Face’s commitment applies to ads on Facebook and Facebook-owned Instagram, the brand said in a statement, though it will continue to create organic content on Instagram. The list now expands to: 

  • REI 
  • Upwork 
  • Patagonia 
  • Dashlane 
  • Magnolia Pictures 
  • Eddie Bauer 
  • Arc’teryx
  • Ben & Jerrys 
  • Eileen Fisher 

What Will Happen to Facebook? 

It’s not a massive wave of advertisers yet, which means it won’t hurt Facebook in a revenue sense. But it will have perceptual impacts, and could spark more backlash from the platform’s partners and users. Facebook has already admitted that it has a deepening ‘trust deficit’ with ad partners, which it will need to address. The company has already been seeing a slowdown in ads due to the impacts of COVID-19 and the recession. If the list of big names continues to grow, Facebook will have no choice but to listen. 

What Should You Do? 

The decision to join in on this movement is a more personal one. If you support the #StopHateforProfit campaign and feel that it’s important to use your voice as a business, this is the perfect way to do that. On the other hand, this isn’t about calling out or judging marketers whose business relies on Facebook advertisement. For many joining in, this is a very low-risk decision, but for others it’s not financially justifiable. 

More from Onimod Global

Onimod Global releases the latest digital marketing news and essential marketing tips every Tuesday and Thursday! To catch up on the top digital marketing news and trends, click here. To find out more about who we are and what we do, click here.

Social Media Strategy: Where You Should Start

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Has the current pandemic catapulted your small business into the world of social media advertising and e-commerce? In what is already an overwhelming time, starting from scratch on how you’re advertising your small business may seem like too much to take on. Onimod Global is here to help with a guide of where is the best place to start from scratch with a social media strategy.

Audit your current social presence.

Before you are in too deep strategizing about where you need to go, take some time to evaluate where you currently are.

  • Which networks are you currently active on?
  • Are your current platforms optimized (images, URL, bio, etc.)?
  • Which are the most successful for you?

Onimod Global offers a free digital audit that measures your online success in terms of SEO, social media influence, local business optimization, SEM breakdown, and more. Check it out further and get your very own custom digital score.

Define your type of business and ideal customer.

Are you service or product based? Are you primarily B2B or B2C? These are very important questions to determine which socials you need to be focused on creating content and advertisement campaigns for. Every business is unique, but there are industries that perform well on certain social channels versus others. For example, B2B businesses can focus more efforts on social media channels such as LinkedIn and YouTube versus Facebook. These platforms will give you the opportunity to reach your target market in a more direct way. For example, if your company is selling a type of consultancy service, your content is a better match to a professional networking channel such as LinkedIn. B2C businesses, where you’re selling a product or service to anyone and everyone, this can be very successful on social media platforms such as Facebook and Instagram. On these channels, you are able to show your product and service to a target audience that is more likely to convert into sales.

Even the best marketers will fail if they are marketing to the wrong audience. Use the following criteria to help you come up with a highly focused persona of a potential customer:

  • Age
  • Job Title
  • Location
  • Pain points (where your business offers their solution)
  • Most used social network

Create useful and engaging content.

“Content is where I expect much of the real money will be made on the Internet.” – Bill Gates

This is arguably the most attractive step of creating your social media strategy. From this post, you now know there are several steps that take place before getting to this point. Your social media content needs to always have a purpose behind it. Decide in your team what your mission is for social media. For example, it could be informing and educating your customers on the respective industry and its services. This ensures the content you curate will be attractive and engaging to your audience.

Here are a few examples of content that you can create:

  • Images
  • Videos
  • Interviews
  • Company News
  • Infographics

Remember that quality content is far more important than the quantity of what you post. However, it is crucial that you consider creating high quality, engaging content as a top priority. Experts at Onimod Global strongly recommend creating a content calendar with specific topics and types of content. This will also serve of great use when looking back on the month and reviewing the performance of your content.

Track and analyze.

This is the most important step, a lot of content creation is about trial and error. Let all of your decisions, both in content and in your business in general, be data driven. Social media strategies are never set in stone, make sure you are always evolving.

Are you in need of more assistance with your social media strategy? Onimod Global is here to help with a custom social media strategy and content plan.  Check out the dozens of case studies on our site by clicking here!

More from Onimod Global

Make sure to stay tuned to Onimod Global news for part 2 of this week’s series and learn all about e-commerce and online marketplaces going live Thursday. To catch up on the latest digital marketing news and trends, click here. To find out more about who we are and what we do, click here.

 

 

Facebook’s New Lead Generation Messenger Feature and What it Means for Advertisers

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On August 29th Facebook started their global roll out of their new lead generation feature in Messenger to all advertisers. This feature allows businesses to create an automated question and answer experience within their Messenger app that launches via click-to-Messenger ads on Facebook News Feed. This is just one of the many new tools Facebook has introduced in the past year with the intentions of streamlining the advertising and communication processes from brands to users. 

 

How it works:

The automated lead generation feature is designed to be used in conjunction with click-to-Messenger ads, which triggers conversation between businesses and Facebook users. If you’re unfamiliar with click-to-Messenger ads, they were one of three new ad additions Facebook released back in February. These ads appear in user’s regular News Feed and will open a Messenger chat with the brand if the ad is clicked. With the new feature, businesses can now set up an automated question experience. The ad opens Messenger and kicks off a set of questions that can be answered through pre-filed or free form text. The system is also designed to send follow-up reminders if users do not complete the questions. 

Businesses can integrate Messenger with their CRM provider to capture the information provided by customers and identify qualified leads. Then, Pages can manually continue the conversation through Pages Inbox, Pages Manager App, or a third party-live chat provider. 

 

What it means for advertisers: 

According to a recent survey, 42% of those polled said they expect a response via an online chatbot within five seconds of sending a message. By integrating an automated lead generation feature that directly connects a CRM platform to its click-to-Messenger ads, brands are not only able to respond more quickly to customer inquiries, but also streamline all communication with their customers on the platform.

 Facebook says that “businesses engaging with potential leads in their preferred channels are seeing results, and finding it easy to continue the conversation and seamlessly nurture leads in Messenger.” They reported that RIFT Tax, a financial services company, used the new feature to increase its customer base of Armed Forces members and increased their qualified leads by 42%. They were able to respond to users in less than 10 minutes, which increased their lead resolve rate by 18%. 

Along with Facebook ads targeting, this feature allows advertisers to further drive interested people into conversation with your business. You can start to take action on leads in Messenger when it’s convenient for both you and your customers. You can easily send reminders to users that haven’t completed the questions, and nurture leads where they spend their time. Finally, with an integrated CRM, your sales team can start immediately taking action. 

 

To try out the lead generation feature:

  1. Visit Ads Manager.
  2. Select “Messenger Objective” and set “click to Messenger” as your message destination. The lead generation template is under the Ad Level in “Message Setup” section. 
  3. Select the option “Generate Leads” and click “+ Create Chat.” 
  4. Add a welcome message, a question, a thank you, a disqualifying message, a completion reminder, and your privacy policy. 
  5. Finalize the setup and submit for approval. 

 

Final Thoughts 

Currently, there are around 300,000 developers building on Messenger, and people and businesses exchanging over 20 billion messages on the platform each month. This option helps to improve the bots and conversation process overall. The more options business have to utilize them, the more popular they will become, and as utility increases, you can also expect consumers to become more attuned to bot usage, further boosting their appeal. 

 

More From Onimod Global 

To catch up on the latest digital marketing news and trends, click here. To find out more about who we are and what we do, click here!

 

 

Vero: The Social Media Platform Free of Data Mining, Bots, and Ads

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Could this be the next big thing in social media? Or is it all too good to be true? The jury is still out, but the future does look considerably promising for Vero.

Comparison

Facebook CEO, Mark Zuckerberg was under fire again this week for the platform’s privacy policies. Zuckerberg simply stated that users all agree to meet each of Facebook’s terms and conditions when they sign up for a Facebook account.

Facebook is very clear about how the platform stores information about users, and this information is then used to better target consumers through the Facebook Ads platform. Since this is the primary source of income for Facebook, it is obvious that this is of primary concern to them as well. As a digital marketer, this kind of information is absolutely amazing, but as a consumer, this is concerning to say the least.

Many consumers are becoming more and more drawn to the idea of keeping their lives truly private. It is often found to be “creepy” and “invasive” when consumers are served ads for items they recently viewed or even those that they merely spoke of. All of these irritants provide a prime opportunity for a social media platform like Vero to strike.

What is Vero?

As stated on their website, Vero claims itself to be, “a social network for anyone who loves anything enough to share it – and wants control over who they share it with. Just like we do in real life.”

The whole purpose behind Vero is to allow people a space to share their interests, free from the worry of being bombarded by ads once they do. For example, if you were to make a post on Facebook about a designer dress, you would likely receive lots of advertisements afterward trying to sell you similar dresses or similar pieces from that designer.

Vero does not do this. Instead, anything posted on this platform is serving no other purpose than to please you by expressing and exploring things you personally connect with.

Vero is also very specific in the types of connections you would wish to make. The platform offers four separate groupings every time you post. These groupings consist of close friends, friends, acquaintances, and followers. Ever wanted to post something for your friends to see but not for your boss to see? Yeah, Vero thought so too.

Each and every feature of Vero is designed with the consumer’s typical social media frustrations in mind. This new platform is clearly trying to break away from the pack by offering everything that others aren’t, and so far it has been working to Vero’s advantage.

Concerns For Vero

In light of all of the positive features to Vero, there are also a few problems to consider. The company recently experienced troubles with their terms of service. This conflict was resolved by an updated version of the agreement that made it clear to users that Vero does not own their own content like they had previously suggested.

The company’s CEO, Ayman Hariri, has also brought a fair amount of controversy to the company. According to Gulf Business, Hariri’s family was sued by 30,000 workers at their construction firm for unpaid wages. Hariri claims to have cut all professional ties with his family and also claims to have divested from Vero to keep the brand image more reputable.

Going forward, it will be interesting to see if Vero can actually manage to capitalize on the public’s discontent with platforms like Facebook, or if they too will fizzle out in the near future like so many other “next big thing” platforms have in the past.

For more articles on social media and digital advertising please visit the Onimod Global news section. There you will find relevant and recent information about the incredible industry of digital marketing. Enjoy!

2017 Year in Review: Digital Marketing

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As we near the end of 2017, we recall many of the new ideas and innovations that this year brought to us. In digital marketing, there have been many changes. Digital marketing is centered around change, as it is required for this industry to live and thrive. Now we take a look at some of the biggest changes to digital marketing in 2017.

The Move to Mobile

This past year saw an incredible shift in user preference to mobile devices. It has grown to such a height that mobile search has now overtaken desktop search. The trend began early in 2017, but did not slow down at all. 33.3% of all transactions from Cyber Monday were completed on a mobile device. This mobile activity is up nearly 17% from the previous year.

It is also worth noting that age does not matter when it comes to mobile. Most people assume that the only demographic utilizing these mobile technologies are younger generations. In reality, older consumers are regularly active on digital devices. In fact, 50+ year old consumers had a 12% growth in smartphone usage over the past year. Read more in our article, “How to Reach Senior Citizens Using Digital Marketing”.

Competition Between Social Platforms

In 2017, each major social platform was vying for the spotlight. Twitter attempted to increase their numbers by doubling the character limit from 140 to 280. Sadly, this change did not produce the desired effect they were looking for, as their Q3 reports showed another decline in activity.

Snapchat focused on increasing advertising revenue. Their ‘Snap Pixel’ gives marketers better insight into consumer behaviors, which is certainly valuable when forming any kind of marketing strategy.

In the end, one social media platform came out on top in 2017. There can only be one winner, and this winner is Facebook. Facebook provides a larger audience, better targeting options, and superior results when it comes to digital marketing. Their resources and refined tools cannot be outdone. It is also very likely that their success will only continue to grow in the upcoming year.

The Importance of a Marketing Strategy

Digital marketing has become much more calculated. As the industry grows, experts are looking to make the most precise decisions when it comes to their digital marketing efforts. This means that anyone serious about digital marketing should be using a well thought out marketing strategy.

Long standing organizations have the benefit of possessing a history of data. This data is invaluable. Past behavior predicts future behavior. So, data can show you exactly what decisions to make, without much risk of failure.

However, if you do not have a large database to fall back on, it is best to begin with broad objectives which are then refined over time as you begin to notice what works and what does not. For more detailed information in creating a marketing strategy, please take a look at our article, “Create the Perfect Digital Marketing Strategy”.

Digital Permeation

As the digital industry continues to grow, it expands across many other industries. Digital marketing presents all businesses with the ability to better market their products and services. The main advantage is digital marketing’s low cost. Of course, digital marketing campaigns can become expensive if desired, but most campaigns produce results for mere pennies on the dollar.

This advantage has allowed digital marketing to infiltrate every area of business possible. There are no real limitations when it comes to digital marketing. Any organization looking to sell their product to a specified target audience can do it.

As a result, digital marketing strategies have been developed for entire industries. Food, healthcare, metal fabrication, you name it. All of these industries have been affected by digital marketing, and will continue to be affected in 2018.