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The Top Five Trends at CES 2018 "The Consumer Electronics Show is equal parts inspiring and exhausting. Taking place in the already overwhelming city of Las Vegas, the show is a frenzy of the world’s biggest brands showcasing the future of technology, a parade of flashy devices and ever-thinner televisions. Now that I’ve returned from the show and had a weekend to evaluate the chaos, here is my perspective on the top trends at this year’s CES.

1. Redefining the screen.

Sony’s 4K ultra-short throw projector TV didn’t look like much at first glance—in fact, I walked past it without realizing what it was. Shaped like a coffee table, the device takes the place of your current TV stand…and then turns the wall directly behind it into a 120 inch television.

There were plenty of screens at CES and they all looked lovely, but to me there was something magical about this one. I had never heard of short throw projection technology before the show, but all it took was one look at this TV to make me a believer.

2. Smarthomes get even smarter.

When I first heard about it, I assumed it was a joke. A smart exhaust hood for your stove? Does anyone really need that? However, after spending a few minutes interacting with GE’s Kitchen Hub, I’m definitely intrigued by the possibilities. Sure, it replaces your stove’s exhaust hood, but it’s actually much more than that—a central control system for all of your connected appliances, featuring a 27 inch touchscreen display that’s easy and fun to interact with.

You can look up recipes while cooking, take pictures of your dinner-in-progress, videochat with the built in cameras, and coordinate the family calendar. Future updates will connect it to other appliances, allowing you to check on your laundry or confirm the correct ingredients are in your refrigerator without even opening it.

3. Google is everywhere.

From the moment I landed in Vegas, I saw Google everywhere. On screens at the airport. On the side of the Monorail running from hotels to the convention center. Everywhere I turned, Google was there, touting the simplicity and effectiveness of the Google Assistant.

The most interesting thing about this marketing blitz is that Google themselves didn’t have any new hardware to announce at CES. The big Google news came via their partnerships with other manufacturers, like the new Lenovo Smart Display. Google knows that hardware comes and goes, and that the real staying power is in the software—or rather, the ecosystems that connect devices. Which brings us to the next major trend…

4. The ever emerging ecosystems

I don’t think I saw a single booth at CES that didn’t have multiple brand logos on it. Yes, the major standbys like Sony and Panasonic were massive and showcased dozens exciting new products, but look a little closer at any booth and you’ll spot other logos: Google’s Assistant and Amazon’s Alexa.

It’s not enough to just make a good device any more. In the age of inter-connectivity, manufacturers want consumer to buy into a whole connected ecosystem—and companies like Google and Amazon are providing the infrastructure that enables devices to talk to each other. Look for more and more partnerships to emerge here as Google and Amazon battle to provide the assistant and the software that connects every facet of daily life.

5. There is comfort in the tactile tangibles.

Shiny new tech is fun to look at, but it’s important to remember the real reason technology is important. It should make our lives easier, more efficient, and more rewarding. A new device with hundreds of features is a complete failure if those features are confusing or difficult to use. The most successful brands in the coming years will be the ones that built tech that effectively integrates with their consumers’ daily life, with a minimum amount of learning curve. User-centric design isn’t just a nice philosophy; it’s a necessity.

I wrapped up my tour of the CES show floor with a quick visit to Gibson guitars tent. After a day spent looking at screens, examining smartcars from behind barriers, and watching videos that promised a brand’s vision of future connectivity, it felt wonderful to pick up a piece of technology and actually hold it in my hands—even though the device, a bass guitar, has only incrementally evolved since its creation over sixty five years ago.

The takeaway: No matter how exciting a piece of technology may sound, the real value can only be defined when you hold it in your hands." http://bit.ly/2DO7jEy
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Facebook's News Feed Update Has Surprisingly Minimal Impact for Brand Advertisers "Last week, Facebook announced another update to their News Feed algorithm, prioritizing content based on the level of meaningful social interaction surrounding that content, with “less public content like posts form businesses, brands and media.” Updates like this typically cause quite a stir, and while there are significant implications for publishers, we’re excited to report that there’s minimal impact to brand advertisers leveraging Facebook.

Facebook is taking a step back and focusing on the community foundation that originally facilitated its rapid global growth. Last June, they unveiled a new mission statement, “to give people the power to build community and bring the world closer together”. Soon after, they began implementing changes to combat fraudulent content and restore integrity to the news shared on the platform The social network has been moving in this direction for quite some time, pivoting away from selfies and updates, toward becoming a global hub of community-building and digital dissertation. This new move is a shift back to actively prioritizing content posted by family and friends, versus that shared by publishers and businesses. This gradual update to the News Feed will increase the weight Facebook puts on friends’ interactions and on posts that inspire conversations and reactions (i.e comments, likes, shares).

The worst hit by the move will be publishers who rely on Facebook to drive traffic to their sites through organic posting and who have been able to survive previously with minimal Media investment. At iProspect we recognized early on that the value of organic versus paid activity on Facebook was evolving, and as a result, we have implemented a paid media-first approach to drive meaningful results at scale.

The organic reach of brand content on Facebook is anticipated to decline as a result of this update, but on average, brands are only reaching 2-3% of their fans today. We’ve already shifted the focus of our organic Facebook efforts for our clients to Social SEO activity to boost Search Engine Results Page ranking and social customer service. The value of user-generated content, which is already widely depended to drive both awareness and purchase intent, will likely continued to prioritized by brands.

There’s potential for this update to increase the value placed on influencer and user-generated content as it will be prioritized over brand content in the Feed. However, we are cautioning brands to think through this strategy before jumping in head first. The influencer space is getting crowded and convoluted; influencers are becoming demanding and expensive. There’s a lot of value in influencer marketing, but we’ll be working closely with our clients to ensure it’s done in in a strategic and effective way – rather than just for the sake of it.

For brands, the value of Facebook lies primarily in paid advertising capabilities, which has been the case since the last major News Feed update with the introduction of EdgeRank. This new change reinforces the emphasis on paid media, but it doesn’t take away from Facebook’s value. Their paid advertising capabilities don’t just add reach; they allow for incredibly qualified and advanced ad units that drive specific desired user behaviors, on platforms with tremendous scale leading to incredibly strong performance against true business objectives. None of these features were ever available organically before. Ad ranking won’t be affected, so the power of Facebook for brand advertisers remain intact.

Brittany Richter, VP, Head of Social Media also contributed to this post." http://bit.ly/2rerQzq
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Mobile Shopping Performance Set Clients Up For A Happy Holiday "Though the holiday season isn’t over yet, paid search has already seen substantial growth in traffic and sales. In line with industry trends, this is especially true for some of the hottest topics in paid search: mobile and Shopping campaigns.

In the case of our technology-based retail client, Black Friday and Cyber Monday drove substantially more traffic YoY in its mobile Shopping campaigns. (To note, this account underwent major restructures. This included audience list additions and keyword clean ups to ensure the highest efficiency for the busy season. Therefore, while we do still feel an increased interaction with Shopping ads is the main performance driver, these audits certainly contributed to holiday success.)

While the account set up is crucial, we also know that mobile Shopping ads do well because they show up at the top of a page. Top of page placements are particularly important on mobile, and since Shopping ads take up most of the SERP on a mobile device, it’s no wonder they’ve outperformed their desktop and tablet counterparts.

So, how did this all come together to impact our client’s mobile Shopping holiday performance? As you can see in the following table, it resulted in drastic growth in traffic.

Black Friday-Cyber Monday Mobile Shopping Campaign Performance

*2016 Date Range: November 24, 2016-November 28, 2016
**2017 Date Range: November 23, 2017-November 27, 2017

While we were pleased to see that this drove increases in impressions, clicks, and CTR, what stood out to us the most was the upturn in orders. Mobile hasn’t really been considered to drive paid search sales for a multitude of reasons. However, our 49% YoY increase in orders shows that the value of a mobile click continues to be on the rise.

Not only did we find that mobile Shopping traffic increased YoY, but we also found that it outperformed all other devices. Shopping traffic across all devices were up for our client this holiday season. However, our Shopping campaigns drove substantially more impressions and clicks on mobile in 2017, which is a change from desktop and tablets reigning supreme for traffic in 2016.

This shift in performance can be best illustrated in the following KPIs:

2017* Shopping Campaign Performance, By Device

*Date Range: November 23, 2017-November 27, 2017

2016* Shopping Campaign Performance, By Device

*Date Range: November 24, 2016-November 28, 2016

We also noticed other critical performance points over Black Friday and Cyber Monday that could also be contributing factors:
Mobile Shopping campaign investments increased 53% YoY.
We saw a 50% decrease in mobile CTR. Though this generally is a cue to panic over increased competition, this was relatively good news for our client. While orders increased substantially YoY on mobile, our audience lists drove more relevant traffic. These consumers were more inclined to use their mobile devices to place orders this holiday rather than simply clicking on ads for research purposes.
So while it may seem we’re putting the sleigh before the reindeer by making assumptions on holiday mobile Shopping success before the holidays are over, we strongly believe these trends will continue throughout the season and beyond. Therefore, it’s in an advertiser’s best interest to fully optimize their Shopping campaigns to capitalize on this lucrative mobile performance trend." #DigitalMarketing #PaidSearch #HolidayStrategy http://bit.ly/2kU3hl8
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Winning Over Holiday Shoppers In Search, Not Just Price "With the holiday shopping season underway, brand marketers and retail advertisers can’t underestimate the critical role SEM plays in shaping consumers’ shopping journey. Considering that 29% of shoppers first turn to Amazon to start their product searches, consumers have come to rely heavily on the wealth of product comparisons, ratings and reviews, visuals and price transparency that has been made readily available by search engines to influence their decisions.

Price doesn’t inspire brand loyalty

To attract comparison shoppers this holiday season, retailers may be tempted to adopt a low pricing strategy. While this may initially boost traffic and sales, competitors can easily undercut in price and can cause a brand’s perceived value and profitability to erode in the long run. And for many, like manufacturers who are being undercut by resellers or affiliates, or retailers who are competing with one another, having the lowest price point is not always feasible.

Keep in mind that even the most price-sensitive consumers are not immune to preferences and favoritism. Consumers are becoming vocal about not only wanting, but also demanding more from the brands they purchase from. They’re looking for a personalized shopping experiences and brands with strong social responsibilities. 94% of US internet users said “a consistently good customer experience” was a top reason for loyalty. An eMarketer survey revealed that 63% of shoppers said free shipping was the greatest influencer on where to shop online. Advertiser that create a value-based differentiation strategy, rather than narrowly focus on a low-price strategy, will inspire and drive customer loyalty.

A Winning Value-Based SEM Strategy

At iProspect, we believe in harnessing the power of a value-based strategy to improve customer value, which in turn can support higher pricing strategies. Small updates such as the inclusion of product reviews for Google Shopping ads have increased conversion rate (CVR) by 10 – 15%, even with higher prices of the same product from other retailers. Larger account restructures helped one of our retail clients attain a 48% reduction in cost-per-click (CPC) and a 34% higher return on ad spend (ROAS) for Shopping ads; we accomplished this through a granular product feeds segmentation and a tiered bidding segmentation based on identified unique product attributes.

Here are some helpful tips advertisers can follow to attract, influence, and convert their most valuable customers in this price competitive retail market.

Take stock of those features and benefits that keeps existing customers coming back. Leverage CRM, website analytics and or remarketing data to develop robust profiles, which can include:

Segment your campaigns, audiences and product feeds based on those key attributes, and apply tiered bidding to more aggressively go after your highest valued consumers.

1. Take stock of those features and benefits that keeps existing customers coming back. Leverage CRM, website analytics and or remarketing data to develop robust profiles, which can include:

Brand Promise: Money back guarantee, brand story, mission, philanthropy, product reviews
Exclusivity: Special offers, limited releases, preorder
Convenience: Delivery options (free shipping, overnight, next day, in-store pick up), return policy
2. Segment your campaigns, audiences and product feeds based on those key attributes, and apply tiered bidding to more aggressively go after your highest valued consumers.

Use Remarketing Lists for Search Ads (RLSA) and Customer Match to prioritize re-engaging with brand-aware searchers who are most likely willing to pay more.
Take advantage of similar audiences for Search to find other searches who have a propensity to shop at your retailer’s site.
Breakout your Google Shopping feed by unique product attributes and revising product type accordingly.
Evaluate all data fields within your feed, whether required or optional, as they can have a significant role in a consumer’s purchase decision.
3. Strategically promote your retailer’s unique positioning in the marketplace by aligning which ad units and extensions you utilize with the shopper journey.

Exploration: Broad Category Searches
Ad Units: Showcase Shopping Ads (Google only), Text Ads, Shopping Ads
Ad Extensions: Image Extensions, Video Extensions (Bing only), Sitelink driving to YouTube (Google only)
Research: Product Searches
Ad Units: Text Ads, Shopping Ads
Ad Extensions: Extended Sitelinks, Review Extensions
Comparison: Value-Based Brand or Product Searches
Ad Units: Manufacture Center, Text Ads, Shopping Ads
Ad Extensions: Extended Sitelinks, Review Extensions
Transaction: Brand Searches
Ad Units: Local Inventory Ads, Purchase on Google (POG)
Ad Extensions: Call Extensions
Amid a crowded marketplace where everyone is clamoring for consumers’ attention with sales and discounts, leveraging a value-based SEM strategy refocuses advertisers’ efforts on achieving brand distinctiveness. This is a benefit that pay offs well after the holiday season has ended, because ultimately, winning consumers’ hearts, rather just than their wallets, is what keeps shoppers coming back for more." #DigitalMarketing #PerformanceMarketing #PaidSearch http://bit.ly/2AruRzw
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We recently sat down with Google to learn more about their three attribution technologies. Our data & insights team created a POV on these solutions, the pros and cons of each and how they fit into our attribution approach: http://bit.ly/2zAJbT3
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The 12 Days of Paid Search Optimizations "When it comes to the holiday shopping season, preparation plays a major role in whether a paid search advertiser ends up on the naughty or nice list. No matter how good a retailer’s deals may be, your paid search campaigns won’t be positively impacted if you aren’t fully prepared with clean campaign structures that follow critical best practices.

As our gift to you, we’ve put together our list of the “12 Days of Paid Search Optimizations” so your brand gets everything it want this holiday season – high performance without compromising spend efficiency. Now, of course, you don’t have to limit these optimizations to just 12 days. Taking these points into consideration throughout the entire season can ensure a very Happy Holidays for retailers.

12. Audits. While clean account structures should never be considered seasonal, they are especially important going into the busy holiday season. Are there negative keyword conflicts, ad disapprovals, unnecessary tracking on keyword URLs, or any other potential issues keeping you from achieving your business goals? Audits are crucial to obtaining spend efficiency. Therefore, no brand should ever consider going into peak retail season without a full review of both paid search campaigns and bid platform settings.

11. Seasonal Budgets. When forecasting your paid search budgets, it’s important to plan past major shopping days. Though it’s the obvious choice to allocate the most money towards Cyber Monday and Black Friday, 40% of holiday purchases are made after these events. If you’re unprepared for this, your campaigns could be at risk of going dark during peak holiday shopping times. Not only should you be considering your seasonal budget, but also your daily budgets, which brings us to our next point…

10. Daily Budget Caps. One of Google’s latest AdWords updates now allows your campaigns to spend up to twice as much as their daily budget if Google determines demand is there. Given the increased traffic around the holidays, advertisers can be almost certain to see this in their campaigns. If your brand is not in a position where you’re prepared to spend up to twice your daily budget, you can lower CPCs, leverage account budgets, run scripts, or even restructure your campaigns to counteract this.

9. Search Query Reports. No matter how hard digital marketers try, there will always be a search query driving costs, but not consumer action. Again, determining what these are is always important, but it’s especially critical during the most wonderful time of the year. In addition to identifying inefficient queries, which you can set as negative keywords, you can also discover which queries are the most profitable ones. This way, you can set these as new keywords, which allows you complete control over their bids at a time not often synonymous with low CPCs.

8. Ad Copy Refresh. During such a competitive season, retailers can’t rely on generic ad copy to stand out on the SERP. Whether you’re creating a sense of urgency for customers to shop your brand before the holidays or counting down to key shopping events with ad customizers, even simple ad copy adjustments can make a substantial difference for your brand.

7. Ad Extensions. Not only should your ad copy be updated to reflect holiday deals and verbiage, but ad extensions should also do the same. For example, you can showcase your brand’s quick delivery time in your callout extensions or drive users to a specific holiday promotion page in your sitelinks.

6. Mobile. It’s been “The Year of Mobile” for many years in a row now, but with very good reason. Last holiday, mobile made up more than half of iProspect’s paid search traffic. Be sure to adjust your mobile bid modifiers and budgets as needed to effectively capture this massive potential traffic.

5. Automation. Though you may not have a workshop full of elves to help you tackle your holiday to-do list, automation is the next best thing. You can use third-party platforms to set up automation rules that make it easier to achieve your business goals. If there isn’t room in the budget to spend on these platforms, though, scripts and automated rules are effective ways to manage bids and activate and pause key account elements when need be.

4. Audience Lists. Ideally, your account has audience lists built with site visitors from last holiday. From there, you can start to build similar audiences to bring valuable potential customers to your site. If you don’t have these lists, no need to expect a lump of coal in your stocking. You can still create audience lists to target users visiting your holiday pages during the current season. These lists will benefit you in the short run, and you can make good use of them next holiday season.

3. Shopping Campaigns. Don’t forget to make sure your Shopping campaigns are in order going into the busy season, especially given their benefits to retailers. Shopping ads appear at the top of the page (which is especially important on mobile) and drive higher quality traffic since consumers have more complete information about your products prior to clicking on your ad. To make the most of the ad format, make sure your feed includes your complete inventory (or as close as possible) and that any disapprovals are resolved. Additionally, think outside of the standard shopping ad! Google has launched a variety of formats and features, including showcase shopping ads and special offers, that will help your brand stand out during the most competitive time of the year.

2. Landing Page Experience. A relevant landing page is important for so many reasons. From improved quality score to an increased likelihood of converting a positive landing page experience is the gift that keeps on giving. Be sure to audit your keywords and ensure that all clicks lead to only the most pertinent pages for a potential holiday shopper’s query.

1. And A Plan For Your Next Holiday! You’ll probably prefer to tackle one busy season at a time, but consistently monitoring performance and revising your current plan based on what’s working and what needs improvement will set you up for success next year. Pay attention to the details, and you’ll thank yourself later – trust us.

Happy holidays to digital marketers everywhere, and may your high traffic retail days be merry and bright!" #PerformanceMarketing #HolidayStrategy #PaidSearch http://bit.ly/2zL9eJX
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POV: 2017 Q3 Paid Social Trends Report "Paid social is one of the fastest-evolving spaces in digital performance marketing. Responding to advertisers’ needs for greater control, better targeting, and more accurate measurement, platforms are developing and launching more diverse and sophisticated ad features and solutions. Keeping up with all the latest releases as well as the competitive and performance trends can feel like a full-time job.

As part of our ongoing commitment to provide marketers with the insights they need most, iProspect today released the second edition of the Quarterly Paid Social Trends Report. This quarter’s report analyzes Q3 data from more than 210 brands advertising on Facebook, Instagram, Pinterest, Snap Inc., and Twitter (all of which are managed by iProspect U.S., though spend is not confined to just U.S. markets).

The report provides a detailed overview of what’s happening in the paid social channel overall and on specific platforms.

Selected key insights from the Q3 2017 report include:

Platforms were busy with updates. During Q3, six platforms released more than seventy-five updates.
Spend is up. As anticipated, Q3 spend is up 22% compared to Q2 of 2017, and 78% YoY compared to Q3 2016. The increase in spend over the prior quarter is typical for this time of year due to Back-to-School and a seasonal increase in prospecting as marketers prepare for the holiday season. The year-over-year (YoY) Q3 increase in investment is due primarily to the addition of increased prospecting budgets on top of existing awareness and lower-funnel budgets.
Performance improves. The combination of platform updates and continued increases in both spend and adoption (particularly of optimized buying and bid strategies), has led to improved performance despite heavier competition during this time period.
Budget trends varied widely by platform. While overall spend increased, individual social platforms saw radically different budget trends. On Twitter and Pinterest, spend decreased quarter-over-quarter (QoQ), 12% and 35% respectively, while Facebook spend grew 36%. Facebook’s growth can be attributed to their historically stronger performance against direct-response goals and to Q3 being a critical time period for many iProspect clients to drive sales.
Adoption of Pinterest and Snap is on the rise. While spend is down on Pinterest and Snap, Inc., total brand adoption is up.
Snap, Inc. saw a 60% YoY drop in CPM. Although this might be great for advertisers, the corresponding drop in advertising revenue is not great for Snap Inc. More concerning is the slow (2.9%) QoQ user growth, but we are hopeful that it will turn around in light of the company’s plans to redesign the app.
Video makes big YoY gains. It has been just over a year since Facebook famously became a “video-first” company. While spend on social video ad placements is nearly flat compared to last quarter (only 2% growth), it has grown substantially–41%–since Q3 of 2016.
Download the full report for all the details about trends, opportunities, and what to expect in 2018. It’s never too early to start planning next year’s strategy." #DigitalMarketing #PerformanceMarketing #PaidSocial http://bit.ly/2zFMxr3
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iProspect Named a Leader by Forrester Research "I’m excited to share that iProspect was named a Leader by Forrester Research today in their report, The Forrester Wave ™: Search Marketing Agencies, Q4 2017.

This Forrester report assesses the state of the search marketing agency landscape and rigorously evaluates several agencies against 25 criteria. The evaluation focuses on current offering, strategy, and market presence of the most significant agency vendors in the space.

As the largest search agency evaluated, iProspect earned the highest possible scores for Collaboration, Reporting & Analytics, and Market Presence. According to the report, “iProspect received high praise in our [Forrester’s] study for its collaborative approach and ability to execute global search marketing strategies on behalf of large, complex enterprises.”

The report also cited our acquisition of Leapfrog Online in April stating: “This agency’s recent acquisition of Leapfrog Online bolsters its landing page optimization capabilities as it integrates Leapfrog’s platform across existing client relationships.” Forrester Analyst Collin Colburn also noted in the report that “multinational marketers should look to iProspect as search evolves beyond just Google’s search box and into new formats like voice.”

As one of the first in the industry, iProspect has managed Search on behalf of brands since 1996. Our search expertise allows us to excel across the entire integrated digital performance marketing spectrum - bought, owned, earned and content channels.

I’m so proud of our team for their continued commitment to excellence." #PerformanceMarketing #DigitalMarketing http://bit.ly/2z7w26q
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POV: 2017 Q3 Paid Search Trends Report "After a long streak of consistent increases, CPC is down quarter over quarter. For the first time in over a year, a number of factors conspired to bring CPC down. Increased investment in mobile, for instance, played a role because mobile CPC is still lower than desktop CPC. Google’s May update to Ad Rank also contributed by delivering a 4% decrease in CPC for non-trademark terms.

Despite the quarter-over-quarter (QoQ) decline in CPC, iProspect’s data from more than 2,500 Google AdWords and Bing Ads accounts shows a year-over-year (YoY) increase in CPC, which contributed to click declines as advertisers spent more per click, thus reducing the number of clicks they could achieve within their budgets.

Representing more than 220,000 active campaigns, spanning both Search and Shopping ad formats, this report provides insightful and actionable analysis of the trends and opportunities that are driving today’s paid search market.

Selected key insights from the Q3 2017 report include:

Google Shopping investment and clicks both continue to rise. Both these stats reached their highest numbers ever in Q3 2017. Google Shopping impressions increased 79% YoY, clicks increased 42% YoY, and CPC increased 15% YoY.
Advertiser investment in Bing increasing. For the first time since it’s inception in 2014, this edition of the Quarterly Paid Search Trends Report includes analysis of Bing Ads data across iProspect’s advertiser set. Investment in Bing has been growing steadily since Q3 2016 and continues to grow, up 22% YoY in Q3 2017.
Mobile CPC declined 7% QoQ. After hitting an all-time high in Q2 2017, mobile CPC dropped; but YoY mobile CPC is still on the rise (up 31% YoY) due to advertisers increasing mobile investment to align with user trends.
Shopping investment and CPC likely to increase in Q4. Despite the Q3 QoQ drop, the November/December holiday season is expected to see an increase in competition and costs as advertisers who are capitalizing on the peak holiday shopping season pull out all the stops.


For all the findings and insights (and to prepare for the holiday season), download the full report and get the information you need to take action in the final quarter of 2017." #DigitalMarketing #PaidSearch #PerformanceMarketing #TrendsReport http://bit.ly/2yLV0aR
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Facebook Really Wants You to Order that Pizza "Last week, Facebook announced a new release to its platform called Food Ordering, a seamless way to connect consumers with local businesses and their favorite foods. Facebook will collaborate with both online ordering hubs like http://bit.ly/2yGEBTn and DoorDash, as well as restaurants such as Jack in the Box, one of Dentsu Aegis Network’s (DAN) newest clients that iProspect will be working with, to give consumers the power to order their go-to to-go, all within the app.

Give me the scoop (pun intended)!

In addition to already allowing for food and place recommendations, consumers can now “Order Food” through the Explore section in the Facebook navigator. After browsing through restaurant options and finally deciding what to eat, consumers select “Start Order” and log in with their existing account, or quickly sign up. Then they choose from a delivery or take out service based on the restaurant’s options and enjoy the simplicity of having food on demand from within the Facebook environment where consumers are already spending more than 30% of their time on mobile.

Facebook continues to release new features to its platform, generating a centralized hub for day-to-day needs. A recent partnership with both Uber and Lyft offered “Requested a Ride” via the Facebook Messenger app. Consumers can also now pay their friends through Facebook Messenger. Most recently, Facebook Watch was released promoting original content from creators and publishers to a community of fans. All three of these new offerings, in addition to Food Ordering, allow Facebook to provide seamless ways to travel, interactive ways to collaborate with friends, exposure to new and unique content, and most importantly, now order their favorite foods. Without ever really noticing Facebook has done a great job capturing their consumers attention quickly and keeping it within their offerings, causing greater time spent on the platform. For advertisers, this means additional, qualified inventory.

What’s next?

Integration into Facebook, Instagram, and even Messenger’s paid offerings provide an obvious evolution to “Food Ordering.” New feature releases tend to avoid ads to give the Facebook audience a chance to develop their own user behavior before monetization is allowed. At iProspect, we are predicting that in the future, advertisers will have the ability to drive consumers to the “Order Food” hub to promote their restaurants, similar to a traffic driving or store visits campaign. As Facebook creates more ways for consumers to interact, the ability to find more engaged consumers on the platform in the future it highly probable.

Jordan Jacobson, Regional Director, Paid Social, also contributed to this blog post." #DigitalMarketing #SocialMedia #Facebook http://bit.ly/2yGEC9T
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