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Marketing Strategies

Paid Social Media: Worth The Investment?



Rick and Morty is a popular adult cartoon that airs on Adult Swim, reaching 2.3 million viewers on average. Recently, chip brand Pringles worked with the TV show to produce a commercial that runs on social media channels. In 24 hours, I’ve seen their ad on Twitter four times already:

If you’ve seen Rick and Morty, you might be thinking — Why Pringles?

Well, of those Rick and Morty viewers, about 1.9 million are adults, ages 18-34. And, of Twitter’s users, 44% of them are adults, ages 18-24.

If Pringles wants to reach a demographic within this range to promote their product, a Rick and Morty-themed advertisement via Twitter seems like a good place to start.

Ultimately, paid social media helps with targeting audiences, and driving sales.

Every social media channel is different. Twitter offers short-form content, Instagram focuses heavily on visual-based content, Facebook has its own marketplace, and LinkedIn is the home of networking professionals.

As such, paid social media on each platform differs, and should, depending on the campaign and audience.

Here, we’re going to explore some quick strategies that will help you decide how to use paid social to the benefit of your brand.

Pringles and Rick and Morty might seem like an unlikely partnership, but it was a decision that came from months of planning and execution, with help in no small part from the social media channels chosen to run the commercial.

Having a paid social media strategy can save a budget that might not be as expansive as a global potato chip brand, so we’ve gathered the important things to know about using various social platforms for paid ads.


When advertising on Facebook, it’s a good idea to use Facebook Targeted Ads. This feature is run on a bidding system — advertisers bid on a number of ads based on their target audience. Then, that bid will be put into a lottery for a chance to be picked to run.

Other than the lottery, Facebook Ads lets you show ads to your customers based on their behavior. This is helpful because you can keep advertising to your existing Facebook customers based on what Facebook tells you about their use of the app.

Using Facebook Ads helps you build new leads and generate brand awareness. The analytics Facebook gives you opens the door for experimentation — try using different ad formats and see what your audience engages with most. It might be different than other social strategies.

For more information about Facebook Ads, check out our checklist that gives you everything you need to know before setting them up.


As a consumer, Twitter paid ads sneak up on me. I barely know I’m looking at a sponsored tweet because they look so similar to regular tweets. As a marketer, this is fantastic news; it means more eyes on your ads because they’re not as blatant as ads on other social channels.

Why Twitter Ads? Well, Twitter reports that 41% of users purchase a product after seeing an ad within a month, and when using their Ad software, you can target your ad to a specific demographic..

Twitter provides ad settings based on your budget —like how frequent your ad will be seen (Pringles paid attention to this), and the ad type to run. Twitter has a few different types of ads for you to choose based on your goals. Take a look at this post to learn more about the different Twitter ad types, as well as how to start using them today.


60% of people discover new products on Instagram, and it probably isn’t a bad idea to look into advertising to the 200 million accounts that visit at least one Instagram Business profile each day. Business profiles on Instagram mean you can set up ecommerce and run ads from your Instagram account.

Since Facebook owns Instagram, if you run ads on both platforms, they’re managed in one place (on Facebook), so campaigns can be run and analyzed concurrently.

It’s a good idea to look into Instagram Ads because, while the platform is ripe with exposure possibilities, Instagram Ads are against the changes of the app’s algorithm. So when the algorithm changes and some posts might not show up on user’s feeds, ads always will.

Using Instagram Ads, you can choose your budget, which is tied to the length of the ad run. It’s like filling up a gas tank — You get the amount of gas you pay for, and on Instagram, your ad runs for as long as you pay for.

With so many different visual styles running on Instagram, there are different ways to leverage paid social media, such as Image or Video. Take a look at this post a rundown on those ad types and their exact ratios, we can help you out there.


On LinkedIn, millions of professionals have found a wealth of professional connections, their dream job, or both. The platform lets you reach thousands of people in your industry. Fortunately, as a marketer, ads let you do the same..

There are 630 million professionals on LinkedIn, with 63 million in decision-making positions, like business purchase decisions. This is a B2B advertiser’s dream come true. With the potential to reach 60 million decision-makers on the most popular social platform for lead generation, it’s good to consider LinkedIn as an optimal platform for advertising. .

LinkedIn’s targeted ads let you type in keywords and select audiences by category. So, if you’re posting a job for a certain role, LinkedIn can help you find that audience.


You can also play around with ad formats on LinkedIn to find which one is most effective. To find out more about the ad types on LinkedIn —such as sponsored, message, text, and dynamic — check out our post about creating an awesome LinkedIn Ad campaign.

Pringles is just one company using market research and target audiences to make paid social media decisions that work extremely well. It’s easy to think ad spend is just for the big brands, but making informed purchase decisions benefits every business.

The truth is, social media channels are making advertising functional for businesses of small size, as well. It’s just about learning how to use them (and which ones are best for your audience) to benefit your brand and get the highest ROI.

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Marketing Strategies

Top 10 Cincinnati News Websites To Follow in 2020 (US State)



Top 10 Cincinnati News Websites
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1. Cincinnati Enquirer

Cincinnati, Ohio, United States About Website Enquirer Media has been providing news, sports and entertainment coverage in Greater Cincinnati for 174 years. Breaking Cincinnati news, traffic, weather and local headlines from The Cincinnati Enquirer newspaper. Frequency 25 posts / day Website
Facebook fans 172.3K ⋅ Twitter followers 146.6K ⋅ Instagram Followers 50.3K ⋅ Social Engagement 310 ⋅ Domain Authority 83 ⋅ Alexa Rank 25.1K


WLWTCincinnati, Ohio, United States About Website is leading the way with Cincinnati breaking news, weather and important local news coverage. Look to WLWT for political coverage, viral videos and more from Cincinnati’s NBC affiliate. Frequency 30 posts / dayAlso in Ohio News Websites Website
Facebook fans 401.4K ⋅ Twitter followers 132.4K ⋅ Social Engagement 481 ⋅ Domain Authority 78 ⋅ Alexa Rank 49.3K

3. WCPO 9

WCPO 9Cincinnati, Ohio, United States About Website Get Local News, National News, Video, Government and Politics News, Business News, Crime and Justice News, Education News, Health News, Ohio News, Kentucky News, US and World News, Obituaries, Traffic, Sports, Cincinnati, Ohio, Northern Kentucky, Indiana, WCPO 9 News on Frequency 13 posts / day Website
Facebook fans 311.8K ⋅ Twitter followers 199K ⋅ Instagram Followers 44.1K ⋅ Social Engagement 564 ⋅ Domain Authority 80 ⋅ Alexa Rank 67.8K

4. Soapbox Cincinnati

Soapbox CincinnatiCincinnati, Ohio, United States About Website An online publication about the people and places moving Cincinnati forward with news about tech, entrepreneurship, arts, innovation, neighborhood development news and more. Frequency 2 posts / week Website
Facebook fans 7.8K ⋅ Twitter followers 14.4K ⋅ Instagram Followers 1.6K ⋅ Social Engagement 41 ⋅ Domain Authority 52 ⋅ Alexa Rank 1.2M

5. Cincinnati CityBeat

Cincinnati CityBeatCincinnati, Ohio, United States About Website CityBeat Cincinnati provides updates on the latest News, Voice, Music, Arts & Culture, News, Food & Drink. Frequency 23 posts / week Website
Facebook fans 64.2K ⋅ Twitter followers 45.1K ⋅ Instagram Followers 50.3K ⋅ Domain Authority 63 ⋅ Alexa Rank 204.5K

6. 91.7 WVXU

91.7 WVXUCincinnati, Ohio, United States About Website 91.7 WVXU connects you to a world of ideas with NPR, local news from our award-winning news team, and music/entertainment programs heard only on public radio. WVXU keeps you up to date on current happening 24/7 in Cincinnati. Frequency 20 posts / day Website
Facebook fans 12.6K ⋅ Twitter followers 24.6K ⋅ Domain Authority 64 ⋅ Alexa Rank 264.3K

7. Cincinnati Magazine » News

Cincinnati Magazine » NewsCincinnati, Ohio, United States About Website Cincinnati Magazine is the definitive guide to living well in Greater Cincinnati, connecting sophisticated, educated readers with the region’s most interesting people, cultural issues, food, arts, fashion, news and history via print, digital, and events. Frequency 3 posts / week Website
Facebook fans 25.9K ⋅ Twitter followers 41.6K ⋅ Instagram Followers 36.8K ⋅ Social Engagement 242 ⋅ Domain Authority 59 ⋅ Alexa Rank 425.3K

The post Top 10 Cincinnati News Websites To Follow in 2020 (US State) appeared first on Feedspot Blog.

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Marketing Strategies

The High-Tech CMO’s Marketing Imperatives For 2020



Everyone is talking about the importance of customer experience across the marketing landscape, and CMOs in the high-tech vertical seem to be feeling the most pressure. In high-tech, customer experience is fundamental, as it relates to the experience that a company’s products deliver to its users. But these days, customer experience must extend well beyond products to encompass every touchpoint along a customer’s path to purchase and beyond — and must do so in real-time.  

High-tech CMOs are expected to make the total customer experience come alive, but the hurdles to these end-to-end experiences are significant. Most high-tech companies today operate in a far more complex environment than other verticals because they are global, multi-product and often cut across both B2B and B2C organizations. Furthermore, high-tech enterprises tend to be disproportionately affected by new data privacy laws, all while maintaining a faster pace of change than any other vertical on the planet. 

In pursuing their current transformation agendas, high-tech CMOs are challenged by budget constraints, security risks, lack of resources and an explosion of tech vendor options, to name a few obstacles. But the solution to creating a great total customer experience is not about finding more money or choosing the right technology, but rather prioritizing initiatives for the greatest long-term gains and making the most out of what high-tech marketing departments already have. Let’s take a closer look at the current imperatives for marketers operating in the high-tech space today. 

Total Customer Experience Requires Identity

The journey toward a seamless and immersive customer experience doesn’t happen overnight, but high-tech CMOs can make significant progress in the short-term if they commit to mastering customer identity within their organizations. In high-tech especially, identity is a crucial linchpin to delivering a holistic and relevant customer experience, particularly given disparate data sets and privacy law limitations on data use. As the age of the cookie comes to an end, it is critical that a new and stronger foundation is established for effective cross-channel, cross-device marketing that can lead to true competitive advantage. 

Having a single identifier to recognize customers and prospects across the marketing and database spectrum is essential to remaining relevant in today’s fast-paced tech space. High-tech companies have a number of options for pursuing customer identity. Whether they choose to manage it in-house or through vendors, it is vital for CMOs to seek identity partners that are agile and are flexible of the high-tech industry. That means seeking global partners that have expertise across B2B and B2C businesses, a deep understanding of privacy laws and hybrid models that can accommodate the spectrum of outsourcing and in-housing preferences. 

Injecting Flexibility Into Sourcing Strategies 

Above all, high-tech CMOs must seek solutions that allow them to optimize links across their disparate data sets to create a layer of persistent IDs that can act as a strong connecting foundation for an end-to-end customer experience. That means simultaneously transforming a high-tech organization’s sourcing strategy to inject more flexibility and reactivity into this important process. 

Due to the global, multi-faceted, multi-product nature of high-tech businesses, most organizations already engage in rationalization exercises that attempt to bring more consistency to their sourcing abilities. The next challenge is to find partners that can enable organizations to not just rationalize costs and operate globally, but that can also provide options and engagement models that help them transform in a flexible and modular way. After all, the only constant in the high-tech vertical is change. Partners to these companies must likewise be able to adapt constantly and show transformation progress, while simultaneously being able to ensure “business as usual” is getting done. 

Today’s high-tech companies are built on foundations of innovation. Because they were the first movers in adopting comprehensive tech stacks, they face an even greater burden when it comes to transforming these stacks to enable a great total customer experience. As competition increases, high-tech CMOs must prioritize the rationalization of both costs and vendor lists. In doing so, they must set their sights on achieving not only scope and depth in their ability to understand customer identity but also the competence and flexibility to keep pace in a landscape where the pace of change continues to accelerate. 

Sylvain Panzani is Merkle’s Growth Strategy and Operations Officer. Previously, he served as and SVP and Client Partner in the High Tech Vertical Group, focused on delivering value for a selected set of B2B and High Tech customers. He has extensive experience in both strategy consulting and operational marketing in multinational B2B and B2C corporations. Sylvain has served in multiple leadership and operational marketing roles in diverse areas such as Business Intelligence, Field Marketing, Marketing Operations, Campaigns and Programs, for both B2C and B2C. He is the former head of Marketing for France at Dell for Consumer and Small Business, and of European Marketing Operations for Dell. 

Uday Nayar is the Vice President of Client Strategy at Merkle. He serves as the Americas strategy lead for Merkle’s Performance Media and CRM capabilities. Prior to joining Merkle, Nayar held positions in digital strategy and account management at large agencies like OgilvyOne and Digitas, where he led Fortune 500 client engagements across Technology, Financial Services, Insurance, and Retail industries. Nayar holds an Economics degree from the Delhi University, and an MBA from the Simon Graduate School of Business, University of Rochester.


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Marketing Strategies

Key insights: COVID-19 continues to impact consumer behavior, marketing spend and the marketing mix



30-second summary:

  • According to Amperity COVID-19 Retail Monitor, who tracked consumer behavior across categories and channels from 100 North American retail brands, overall retail demand is down 90%.
  • eMarketer’s data shows the best use of ad spend at the moment is PPC, followed by email marketing and regional advertising.
  • Not surprisingly, a new report from streaming media intelligence provider Conviva – finds that streaming during the pandemic has climbed sharply (26%) in the U.S.
  • Global Web Index found that – while almost 45% of global consumers are devoting more time to social media – over 10% are also creating and uploading videos themselves.
  • 40% of organizations potentially spending more on software can also be an opportunity for ideally placed vendors to solidify themselves within the longer-term business trends caused by the immediate crisis.
  • We have noticed that any of our articles that tackle the topic of coronavirus tend to have over 400% more engagement.

Understandably there is a lot of info out there right now talking about the effect COVID-19 has had on various sectors and businesses and how you should be dealing with it.

Rather than adding to the clutter in your inbox with our own findings we have decided to help and compile all the data out there making the rounds. So here you go:


According to Amperity COVID-19 Retail Monitor, who tracked consumer behavior across categories and channels from 100 North American retail brands, overall retail demand is down 90%. The losses are mainly driven by closure of retail stores, however online revenue is also down 74%. 

It isn’t all doom and gloom though as the Health & Beauty has shown consistent growth of 19.28%. There has been a considerable shift towards higher-priced products in health and beauty, which has led to the sector’s strong performance.

Food & Beverage declined by 20.38% after panic-buying slowed down. 

Social sees 2-day improvement, overtaking email as the most resilient non-organic marketing channel.

Ad spend

According to a forecast from eMarketer, global worldwide ad spend is currently down $20B from the beginning of the year.

However, rather than stopping ad spend, marketers need to refocus ad spend on key areas of streaming, gaming or online food delivery.

eMarketer’s data shows the best use of ad spend at the moment is PPC, followed by email marketing and regional advertising.

Global streaming during COVID-19

Not surprisingly, a new report from streaming media intelligence provider Conviva – finds that streaming during the pandemic has climbed sharply (26%) in the U.S.

The increase in daytime viewing more clearly reflects the boost in stay-at-home behavior: the 10AM to 5PM window increased 39 percent between March 9 and 23.

Early morning hours are also up 26 percent, and pre-primetime fringe rose 20 percent. Interestingly, the only drop – a negligible 2 percent down – was in primetime.

For streaming video providers and advertisers, a key question is whether these bumps will carry over in any degree once the pandemic subsides.

“We anticipate streaming providers will retain new viewers long after the coronavirus has ended,” Conviva CEO Bill Demas said in a statement, “as viewers embrace the variety and flexibility of the medium.”

From the Conviva report

Messaging strategy during COVID-19

Messaging strategy remains important. As per research American Association of Advertising Agencies (4As):

  • 43% of consumers find it reassuring to hear from brands they “know and trust” as COVID-19 pandemic spreads.
  • 40% want to know how companies are responding to the coronavirus pandemic
  • 15% say they don’t want to hear from companies at the current time
  • 43% of consumers believe coronavirus messages from retailers sound too similar and “are losing their impact.”

Companies especially need to be cautious about communicating with inactive customers and customers they have not communicated with recently.

Potential mediums to communicate with stakeholders (in addition to email) are Social media, online video and podcasts.

Global Web Index found that – while almost 45% of global consumers are devoting more time to social media – over 10% are also creating and uploading videos themselves.

Brands can help people as they turn their homes into offices, schools, gyms, restaurants, leisure and entertainment spaces to learn, laugh and live in.

Brands can amplify the ‘stay at home’ message, in a correct and creative way. – esp. in places like the UK and US where there are lots of restrictions.

It is important to have a human-first rather than consumer-led approach in your messaging.

How COVID-19 will impact B2B tech spending?

According to new research by TrustRadius, many companies in the tech industry are bracing themselves for a broader economic decline. 18% anticipate that their companies will be spending less on software—a surprisingly low figure given the disruption to personal and professional lives that coronavirus has caused already.  

COVID-19 software spend

The fact that 66% of respondents expect unchanged or increased spending is more positive than many in the tech industry would expect. (This could of course change as the economic impact of the pandemic is better understood.) 

40% of organizations potentially spending more on software can also be an opportunity for ideally placed vendors to solidify themselves within the longer-term business trends caused by the immediate crisis.

Speaking to the Executive Director in Corporate Technology of an American multinational cosmetics company, we found that remote working is making them finetune their tech communication on the internal and external front.

The entire notion of having a 360 degree view of the consumer is front of mind for them and current tech projects are in play to look at the best ways to capture this. They are currently investing in consulting tech and paid media.

What are people reading on ClickZ?

Obviously COVID-19 remains the most sought after topic right now. We have noticed that any of our articles that tackle the topic of coronavirus tend to have over 400% more engagement. People are keen on getting insights on COVID-19 and its impact on various sectors, businesses, verticals.

Our readers are also interested in content that can help them optimize performance and conversions. Another topic which our readers seem to love at the moment is the death of the third-party cookies and how business will survive after it is phased out. 

Google third-party cookies

As of this month, Google has implemented a new secure-by-default model for cookies, enabled by a new cookie classification system.

This system will stop sending third-party cookies in cross-site requests unless the cookies are secure and flagged through SameSite, which is meant to prevent the browser from sending the cookie along with cross-site requests.

While SameSite is not a particularly new concept, this will be the first time a secure cookie flag will be a requirement for those using Chrome — not just a best practice, as it has been up until now.

Google implemented these new requirements with Chrome 80 on February 4 as the first step in a larger multi-year plan to phase out support for third-party cookies, leaving the ad tech and martech industry with just a few weeks left to make the necessary tweaks to ensure their cookies continue to function properly.

The post Key insights: COVID-19 continues to impact consumer behavior, marketing spend and the marketing mix appeared first on ClickZ.

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