Archive for ‘Advertising/Marketing’:
Once a website is set up and gains traction, it can become a targeted marketing sweet spot for companies looking for exposure. Companies or marketing firms analyze shopping habits by demographic and direct efforts accordingly.
When a website reaches a high hit count, it becomes that sought-after spot for displaying retargeting ads. Marketing firms will maximize retargeting strategies on such sites to realize the best percentage per post. Facebook is one such site. Facebook is such a big player it might shift the entire ecommerce and pay-per-click scenes.
First, What Is Retargeting?
Retargeting is all about making a conversion based on someone’s expressed interest in a product or service. Search retargeting takes the keywords that users search for, and delivers relevant ads in a timely manner to a (hopefully) still searching consumer. Site retargeting shows ads to users who leave a site. Ads can show items abandoned in a cart, products that were clicked on, or even just a targeted ad. Retargeting’s main purpose boils down to converting more window shoppers into buyers.
In Front of More People
Retargeting on a venue such as Facebook is a high-profile maneuver for any business. This is because Facebook is at the forefront of the international social media scene. Joining in on the bidding process could potentially put ads before hundreds of thousands of people, not just once but as many times as is advisable.
The risk in investing in this, on the part of Facebook, is volume. Whether or not enough traffic goes through Facebook cannot be determined outside of assumption. However, the assumption is that there are perhaps millions of Facebook unique visitors on a daily basis. Facebook will regularly have upwards of over 150 million unique visitors per month. That tallies to just over 5,000,000 per day. That’s potential.
Retargeting and Pay-Per-Click
Watch groups claim that the shift from per-click prominence on search engines to high-hit volume sites like Facebook will have drastic effects on the pay-per-click game. Their logic is that search engine optimization (SEO) is limited to those searching for a particular item, whereas random visibility on a Facebook page will target others. And further, this will retarget one-time window shoppers and lure them back. The interest is there and the product is there; the assumption is that this will more likely lead to a sale.
Whether or not this new strategy by Facebook will drive pay-per-click or SEO strategies to the outer brink of advertising competition has yet to be seen. But it will be an important game-changer as Facebook and other companies continue to develop this strategy.
Some Shaky Ground
Facebook will reap more than just money. As advertisers “follow” more users around Facebook, it runs the risk of having too much access to personal information and behaviors. Facebook has already had to face the scrutiny of conspiratorial thinkers. Concerned users, competitors and governments demanded answers for such an infringement (at least as it is perceived) on personal privacy.
Assumptions can be made for similar attacks on Facebook Exchange, the network’s retargeting interface. Historically, however, Facebook has not shown much compliance to countries or individuals asking them to augment their operations, and there is nothing that says they’ll start now. The way in which this plays out and shapes the world of retargeting will be interesting as Facebook continues to grow.
Felicia Savage is a freelance writer, designer and internet marketer living in Indianapolis, IN. As a contributor to technected.com, she loves to discuss her adventures in public relations and marketing.
Tags: advertising, BurrellesLuce, conversions, Facebook, Facebook Exchange, Felicia Savage, Fresh Ideas, marketing, pay-per-click, Public Relations, retargeting, Search Engine Optimization, SEO, Social Media, strategies, Target, target demographic, technected.com
Posted in Advertising/Marketing, Media Outreach, Public Relations, Social Media, Technology | No Comments »
In January of this year, I wrote about the “new” thing in social, Pinterest. If you weren’t ready to jump on the bandwagon then, by now, we all know Pinterest is hot and isn’t showing any sign of cooling off! According to one source, total unique visitors to Pinterest increased by 2,702 percent since May 2011.
Most of us realize the uses and advantages for individuals, but what about businesses? Nearly 30 percent of Pinterest users have an annual household income of $100,000 and, according to Search Engine Journal, Pinterest referrals spend 70 percent more money than visitors referred from non-social channels. If that doesn’t convince you, then how about this: 69 percent of online consumers who visit Pinterest have found an item they’ve bought or wanted to buy, compared with 40 percent of Facebook users, according to All Facebook. And, Pinterest itself has recently launched business pages, demonstrating that they plan to become more business-friendly.
There’s been a lot of talk lately about the legalities of pinning—possible copyright issues—and those of us in media-related roles are especially cautious here. The Social Media Law Blog, advised “Users, businesses included, who use Pinterest carefully should be able to navigate the waters successfully and open their products, services, creations, and inspirations up to the rapidly growing base of Pinners. Like any new online service there is some uncertainty and some risk, but by exercising care, much can be mitigated.” For more legal-related information, Ad Age posted a video with a mini-law lesson from Brian Heidelberger (partner and chair, Advertising, Marketing and Entertainment Law Practice of Winston & Strawn).
So, now you’re convinced, but where do you start?
- Listen. Follow other brands that are similar to you. This will help you see what resonates and what doesn’t.
- Then, when you’re ready, you might begin by putting a Pinterest button on your website. This is the easiest way for people to pin your images so they lead back to the source—you.
- You’ll also want to set-up a variety of boards in your business account so that the content is well organized. Keep in mind, according to a number of sources, you have only four seconds to capture your (potential) customer’s attention! Take care that your images are of good quality and the links are direct. Again, make it easy for them—don’t make them hunt.
As with any content, you’ll want to cross-promote via your other social channels, but be wary of “content overload.” You don’t want to train your followers to NOT pay attention to your tweets, posts, etc. And, like your other channels, be a participant—not a pusher—comment and follow-back. Basically, be a good social citizen.
Are you using Pinterest for your business or your client’s business? Do you have tips (or cautionary tales) that would help our readers? Please share!
Tags: Ad Age, advertising, All Facebook, Brian Heidelberger, BurrellesLuce, campaigns, communications, Entertainment, Fresh Ideas, marketing, Media Relations, Pinterest, PR, Public Relations, Search Engine Journal, Social Media, Social Media Law Blog, tips, Tressa Robbins
Posted in Advertising/Marketing, Media Outreach, Media Relations, Public Relations, Social Media | 3 Comments »
At the 2012 PRSA International Conference BurrellesLuce asked for “Your Ideas.” Professionals and students from across the industry wrote their insights on the BurrellesLuce backdrop. They shared their thoughts about ways to improve PR, what they see on the horizon, and directions PR might take to stay ahead of the media relations curve.
This got us thinking about the coming year and what we see as the most likely trends for 2013.