Tag Archives: digital

TikTok marketing tips. The new social phenomenon.

TikTok is a social media app for creating and sharing short videos. The app was launched in 2017 by ByteDance. While the app was originally mostly used to share music videos, it’s now a platform to showcase talent of all kinds: skateboarding, stand-up, dancing, fashion… On TikTok everything revolves around “sounds”. Most TikTok videos are up to 15 seconds long, although you can create stories up to 60 seconds in length. TikTok had over 1.1 billion installs as of March 2019, with more than 500 million new users each month.

Who uses TikTok?
66% of TikTok users are under 30 years old and two-thirds are female. TikTok presents a real opportunity to reach Generation Z.

How can brands use TikTok?
As with most social media platforms, brands can create their own channels and upload engaging content. The key to success is to create content that fits within the style and tone that users are accustomed to on TikTok. This means taking a “soft sell” approach and posting content that is entertaining and follows TikTok’s “talent showcase” format. Blatantly commercial content will be viewed negatively by TikTok’s Gen Z user base.

Brands can also work with influencers to spread their message on TikTok. As with Instagram, influencers are very popular on TikTok, with some accounts having up to 32 millions followers.

TikTok has also introduced an advertising platform, currently in beta testing in the US and Europe. Brand takeover, in-feed video, and hashtag challenges are available for advertisers.

“TikTok isn’t just for kids. It may seem so now… but “cool kids” are trendsetters as we all know, and then others follow. At minimum, for any brand that wants to hang out/understand/target the “cool kids” and their followers… they should be on TikTok.”
– Niko Bonatsos, Managing Director of General Catalyst (Invested in Snap)

More info here.

The New Age of Digital Advertising

This past summer, Google took steps to give users more control over their online privacy, allowing users to block or clear third-party cookies more easily.

The past few years have seen numerous media reports about how companies are harvesting and using seemingly personal data to do everything from delivering personalized advertising to influencing political opinions. Consequently, consumers have become increasingly leery of platforms like Facebook and Google.

In recent years, election interference in multiple countries and cyberattacks have resulted in new data privacy legislation, such as the EU’s GDPR and the California Consumer Privacy Act. These new regulations control how brands and technology providers gather and use data, which in turn limits advertising capabilities.

Google hasn’t eliminated cookies, because cookies are also used to keep users signed in to favourite websites. But Google and other online providers recognize that cookie technology can be exploited and is under fire from legislators, and eventually new, more secure technology will take its place. Brands must prepare for a cookie-less future.

The demise of cookies will transform how brands and publishers gather and utilize data. As more users block third-party cookies, targeted advertising won’t be as easy as it was during the cookie era. Brands will have to rethink how they reach their target audience, spread their message and trigger interest.

Customization and pinpoint targeting are currently the greatest benefits of digital advertising. Until technology companies find new, less invasive methods of online targeting, digital marketing will become more of a mass marketing platform.

In the cookie-less world, creativity will be the most important factor in order to engage your online audience, encourage conversation and sharing, and provide value to your customers.

How Instagram checkout works

Instagram has changed the way we consume fashion, food, and even entertainment. Most importantly, it has become a powerful window display for a new generation of brands and shoppers. It was inevitable for Instagram to get into mobile commerce. Late in March 2019, Instagram introduced the checkout feature, which allows consumers to purchase products without leaving the app. This new initiative is in closed beta for businesses, and currently available to the US market only.

How it works for the consumer

Checkout tags will show up on brands’ stories and feed. Instagram did not specify whether the tag could appear through influencer’s posts. When users tap the post to reveal the product tag, they will see a checkout option that replaces the current “view on website”. On their first purchase only, they will enter their payment information, which will be saved for future purchases. After their order, users will be able to track the package with a new “Orders” section on their profile with options to return, contact the merchant, or cancel the order.

How it works for the seller

In addition to having a more appealing ad platform, Instagram will generate revenue by charging the seller a nominal fee per transaction. While the selling fee hasn’t been revealed, Instagram did communicate that prices will not change for consumers. This means that sellers will have to cut their margin instead.
Instagram is accelerating mobile commerce. Will you be ahead of your competitors and conquer the “Social shopping” market?

Top digital marketing trends for 2019

What are the digital marketing trends for 2019 and how can you get ahead of the curve? Field Day has compiled four trends that we believe will have an impact in the coming year.

1. Social Channels are the new storefront

For a while now, e-commerce businesses have had the ability to link to their products or services from their social media posts and ads. However, in 2018, Instagram announced the ability to buy tickets and make reservations right on the Instagram app.
This is a big advance in social commerce, and we expect Instagram (and other platforms) to continue to expand and enhance this business model. We predict that 2019 will bring the ability to add products directly to a cart and complete the purchase – all within the Instagram app. This will remove steps and clicks from the customer journey and the fewer clicks, the more likely you are to complete the sale.

2. Visual search

While voice search gained popularity in 2018, we expect that 2019 will see the emergence of visual search. Amazon, Google and Pinterest are focusing on developing a stronger extension to SEO and will most likely be the main actors. According to Voluum, “Visual Search would identify objects within the image and then search for images related to those objects. For instance, based on an image of a bed, you’d be able to use visual search to shop for an identical or similar bed to the one in the image.”

3. Digital for good

The techlash was one of the defining shifts of 2018, according to Trendwatching. Consumers became aware of how algorithms track our online activities, access and analyze our personal data, and use it to influence our decision making – whether it’s to feed us ads for products it thinks we’ll like, or to influence our political decisions. In 2019 the techlash will continue, and we will see more brands leveraging and promoting their use of digital technology for social good.

4. Amazon will join Facebook and Google to form the digital advertising triopoly

In 2018, Amazon made strong moves in self-serve programmatic advertising, expanding the ability for brands to purchase ad space on its websites and through its ad platform. In the first quarter of 2018, Amazon saw its ad revenue grow 129%, reaching $2.2b. In 2019, expect for Amazon to become a key channel for digital media planners.

With 30 years of marketing experience, Field Day has a deep understanding of digital trends and how to apply them. We can help you to stay ahead of customers’ expectations.