Everything you need to know about November 2020 marketing insights to make you a better, smarter marketer.
Nine months into the global pandemic, most people have made adjustments when it comes to how they interact and spend with brands and companies. Not surprisingly, 68% of consumers surveyed say COVID-19 elevated their expectations of companies’ digital capabilities, a study by Salesforce found. With social distancing measures, adjusted store hours, and stay-home orders, consumers have undoubtedly changed their typical shopping behaviors, which will likely become our new normal moving forward. In the same Salesforce survey, 63% of consumers said the way they obtain goods and services transformed during 2020, and 57% said the same about the ways they engage with companies. Now more than ever, consumers are relying on the digital presence of their go-to retailers and brands for the most up-to-date information, and the ability to easily complete transactions from the comfort and safety of their homes.
The opportunity for marketers: People are spending more time on social media to be entertained and feel a sense of connection. Recognizing this trend and altering your social ad content to make them feel connected to your product will add value to your customer’s digital experience and make them want to spend more time with it.
The social media giants are very aware of this behavior shift, and are jumping on board to make their shopping and advertising easier for marketers and consumers ahead of the holiday shopping season following Amazon’s October Prime Day.
One of the best social media platforms to optimize and share visual content is Pinterest. Pins are more shareable than any other social site’s posts, making it a game-changing tool when it comes to helping brands get discovered and converting customers.
The platform announced their new suite of merchant tools to help retailers reach their customers this holiday season including a new storefront profile, faster Catalogs feed ingestion, collections as a shopping ad format, video for collections, automatic bidding, conversion insights and analysis, and an improved product tagging test.
“This update brings an easier way for people to browse an entire collection from a brand, which feels a little closer to how people shop in-store,” said Sarah Kaiser, a GRO digital marketing specialist. “Previously, you really only had the one option that was presented in a photo, and if you didn’t like that one you would likely just scroll past.”
With 2.3 billion users, Facebook is the most popular social media platform today. Recently, Instagram launched a redesigned Shop feature, where users can search and buy products from their favorite brands right on their Instagram page without leaving the app. Facebook followed suit by implementing a similar Shop section earlier this year, and just announced multiple new features for ecommerce advertising, including Instagram product tags now available in Ads Manager, engagement custom audiences, discounts in Shops, and more.
One of the new features, engagement custom audiences, is a new type of audience targeting available for Shop ads aimed to help marketers “reach people who’ve already shown interest in their product or brand by doing things like saving a product, viewing a shop or initiating a purchase.”
Similar to retargeting, a paid advertising strategy that involves putting your ads in front of people who have visited your website after they have clicked away and visited other websites, Facebook’s custom engagement audiences will offer the same concept except to people who have engaged with your Shop.
“With online retail becoming the preferred method for shopping in the current climate, the new shopping features Facebook rolled out capitalizes on the e-market surge,” said Brian Dudek, digital marketing specialist at GRO. “Giving companies and brands additional ways to target and reach existing and potential customers ultimately leads to more conversions for our clients.”
Have these social media ecommerce changes helped your business or your clients? Follow GRO on social media below to stay up-to-date on the latest marketing trends!
Cultivating long-lasting marketing partnerships is what we live for. We’d love to hear about your goals and challenges to see if we may be a good fit. Drop us a line and we’ll get in touch ASAP.