No one’s shopping experience is the same. Each of us has a distinct journey that points us either in-store or online, on our phones, tablets, or computers, through search and social, and ultimately leads us to purchase a product or service. With marketers focusing on being everywhere to reach consumers, what is often forgotten is how valuable their existing customer databases are and how those databases can help better target customers across channels.
Everyone loves a good story. That’s especially true when it comes to advertising. According to a new study, campaigns that tell a brand story before asking people to buy something are significantly more effective than ones that focus immediately on encouraging people to take an action.
For the research, social media advertising technology firm Adaptly, in partnership with Facebook, compared the rate of subscriptions to Refinery29, an independent fashion and lifestyle website, generated by two campaigns on Facebook that ran in the US in May 2014.
One “sustained call-to-action” campaign over 12 days featured ads that employed creative and images focused strictly on generating subscriptions. The other campaign over the same period featured different “sequenced” ads that first told the brand story, next provided product information before inviting people to sign up. Ads for both campaigns were served in News Feed to lookalike audiences, increasing the chances that people would become high-value customers. Read more
Before people are ready to begin searching online to buy something, they discover the products and services they’ll end up buying through many different channels. Those channels include Facebook, where nearly 1.28 billion people around the world log on every month. Because of Facebook’s place in the consumer journey, businesses can significantly increase paid-search performance and decrease cost per acquisition by running Facebook ads with their paid-search campaigns, concludes a new study commissioned by Facebook. Read more