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06/11/2021

Digital Marketing Industry Updates – June

Latest Updates from Instagram: New Reels & Live Video Analytics, and Likes! (GMT)

Back in 2019, Instagram decided to remove the like counts in Australia to pave the way for a safer internet space. This, of course, posed certain obstacles and limitations for brands and influencers in keeping track of trends and engagement rates. Recently, however, Instagram released a new feature that now allows users to choose whether they want to have the like counts visible or invisible. The new opt-in feature for hiding likes can be found in your privacy settings. However, even though hidden, you can still view like counts through the analytics account.

Instagram also announced the release of new native data for their reel and live video features to help marketers track and analyse their performance. Additional metrics for Reels include plays, accounts reached, likes, comments, saves, and shares. Whereas for live video, the new metrics being rolled out include accounts reached, peak concurrent viewers, comments, and shares. Instagram ensures creators and businesses that these new measurements can better help them understand how well their content is performing. However, these new analytics are only available to Business and Creator accounts. To find them, simply tap on the “Insights” button from your profile page and you can view up your latest metrics for up to 30 days.

 

New Google Ad Formats for Local Campaigns (GMT)

Several new Google Ads formats were launched late last month centreing around local campaigns. These new formats include: Auto-Suggest Ads, Navigational Ads, Similar Place Ads, and Pickup Later ads. All the newly launched ad formats are based on location. First up, Auto-Suggest Ads are shown when a searcher is located close by to a related product or service on Google Maps. Navigational Ads, on the other hand, are shown while a user is using Google Maps driving directions and can be displayed as a user is driving towards a destination. Thirdly, Similar Place Ads appear when the business searched is closed, and so the user is instead shown a similar business on the map, potentially capturing traffic that would otherwise be directed towards competitors. With all these new features in place, local business and advertisers will have more opportunities to reach customers in the surrounding areas using localized results to offer the best user experience.

 

Goodbye Broad Match Keywords (GMT)

One major updated that happened with Google Search campaigns this 2021 is the phasing out of the Broach Match modifier keyword match type. This change saw Phrase Match expand to include the additional Broach Match traffic in a bid to increase effectiveness quoting that “…You reach more of the right customers through a combination of the two”. If you are currently running Search campaigns on Google, make sure to reach out to your Account Manager to check how this might affect your current campaigns.

 

Automated AI-Driven Optimisations (GMT)

This 2021, In a move to further expand automation and AI-driven improvements, Google Ad’s recommended optimisations feature moved from ‘suggested’ to auto-applied instead. Reviews of the change have been mixed as the AI-driven optimisations don’t always consider the nuances in optimisation that are part of certain industries. Thus, the 35 editable options are still opt-out. If you’re interested in finding out more about how AI-driven optimisations can potentially impact your campaign, make sure to schedule some time for a chat with your Account Manager.

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24/11/2021

Give them the Feels! The Power of Emotional Marketing

Are you a music lover? Imagine standing in line to buy tickets to the greatest concert ever. Or, if it’s more appropriate, imagine standing in line outside of an Apple store at 5:00 A.M. just so you can be one of the first to purchase the latest model with some game-changing features and updates.

The curiosity that blossoms when you first hear about this thing, the anticipation that comes with standing in line, and the joy and excitement that hit home when you finally hold that ticket or phone in your hand is the power of emotional marketing.

 

What is Emotional Marketing?

Marketing, in its essence, is all about conveying a message that resonates and creates a connection between the audience and the business. It’s about creating an emotional connection through the telling of a relevant story.

The way that a brand makes you feel and the experience that comes with associating yourself with that brand help create this overall experience. And this experience results from Emotional Marketing. It’s this experience that moves someone from being just a prospect into a customer, and eventually, an avid fan.

 

How to Cultivate Emotion into Your Marketing Campaign

There are a lot of factors that contribute to creating an emotional response in your audience. One element that’s usually the first thing that people notice are the visuals that you use, particularly in your web design.

The way your website is designed should be able to convey the experience of what it’s like to engage and be a part of your brand. Avoid cold and distant designs and focus instead of bringing your brand personality to the forefront.

One example of a brand that does this well is Chubbies Shorts, wherein if you scroll down a bit after the header and some announcements on sales, you’ll get to a part that says, “Welcome to Chubbies. Here is what we believe. We believe in the weekend…” This part goes on into what seems like a manifesto of who Chubbies is and what they’re all about.

This is where both the visuals and copywriting mix and intermingle to create an overall cohesive experience. Audiences who buy into the Chubbies philosophy and experience are more likely to engage with the brand and purchase their items.

 

It’s All About Emotional Storytelling

Marketing and advertising are really just another way of telling and sharing a story.

Keep in mind, however, that it’s not just about you telling your story as a brand or as a business. Rather, it’s about telling your ideal customer’s story better than they could tell it themselves. The best way for you to connect with your audience is to communicate in a way that speaks to them. Use words and phrases that they would use when they try to communicate their pains and problems.

For Chubbies, it’s all about comfort, freedom, and fun. It’s all about the weekend and enjoying the weekend.

For Apple users, it’s all about beautiful, sleek, and intuitive design and use.

Think about the ads that have stuck with you in the past. Think about how they made you feel. Think about how they stimulated your curiosity, how they built up that desire in you to want to purchase their product.

More often than not, they connected with you because they told you a story. And it’s not just any story. It’s your story.

The reason you went out to buy their stuff was because you saw yourself in that ad, in that image, in that setting. And you wanted to be that person.

Emotions are what bridge the connection between a brand and its customers. And the best way to bring out those emotions is through the art of storytelling. It’s not enough to be technically-savvy with design. It’s not enough to be grammatically correct.

Find a way to emotionally connect with your audience by letting them know that you get what they’re feeling. You understand where they’re coming from. And you can help them.

As digital marketing experts, we are expert storytellers as well. Want your brand’s story told? Need help with spreading your story to your ideal audience? Call us today and let’s talk about how we can position your brand as one that people will not only recognise, but will wholeheartedly follow.

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23/11/2021

November Digital Marketing Industry Updates

New Google Features Coming to Increase Privacy and Security

Several new features have been recently released by Google recently that focus on increasing security for its users. These features were rolled out to celebrate Cybersecurity Awareness Month. These updates include Security Hub for Pixel devices, VPN expansion to new countries, and an HTTPS-First Mode for Chrome users. For business owners, the most notable change to pay attention to would be the HTTPS-First Mode. HTTPS websites are secure websites that reduce the risk of online threats. This new feature gives Chrome users a warning before loading a less-secure site. For those not yet on HTTPS, this could greatly affect your traffic and your business, especially if you’re selling products on your website. So if you haven’t secured your site as HTTPS yet, now would be the best time to make sure you make the change.

Google Performance Max Now Open to All Advertisers!

Online consumer behaviour has been in constant flux, especially this past year. It was because of this that Google introduced Performance Max as a step towards automation and a new way to buy Google Ads across Search, YouTube, Display, Discover, Gmail, and Maps, all from a single campaign. Performance Max was first rolled out to a select number of advertisers for testing. And after strong beta results, Google has now released the product to all advertisers worldwide. Google considers Performance Max as a good way to complement your keyword-based Search campaign to help grow your performance across their advertising channels.

Instagram’s Encouraging You to Take a Break!

Do you sometimes wonder where time has gone whenever you decide to take a short break and scroll through your Instagram feed? Before you know it, 60 minutes have passed when you intended to scroll through for about ten. Instagram is well-aware of this and is testing out a new feature that gives you a little nudge that maybe it’s time to take a break from Instagram. How does it work? First, you opt into the feature, and then you get to choose how much time passes before the app will send you a reminder that it’s time for a break. This can be after 10, 20, or 30 minutes. After the allotted time passes, you’ll get a message on the app saying, “Time for a break? Take a moment to reset by closing Instagram.” The feature doesn’t block access from Instagram after the prompt, though, but only sends you a reminder. Taking a break from Instagram will be up to you.

Facebook’s Facial Recognition System is Going Away

Facebook has recently decided to shut down their Facial Recognition system. For those unfamiliar with it, this is the feature that automatically identifies your face in the photos and images uploaded onto the social media platform. This allows Facebook to provide suggestions on who to tag in your photos and also notifies those included in the photo whether they’d like to tag themselves in it. This system was also used to create image descriptions for blind and visually impaired people. However, the system has incurred growing concerns, especially in terms of user privacy. As a result, Facebook has decided to shut down the Facial Recognition system and will explore how else they can use the technology for better-suited purposes.

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