Snap stock jumps as much as 8% as the social media site sees delivering years of hefty revenue growth

Evan Spiegel, Snap
Snap’s CEO Evan Spiegel

  • Snap stock jumped as much as 8% on Wednesday, hitting a 52-week high on the same day the social media site held its investors’ day. 
  • The company said work on its self-serve Ad Manager platform should drive years of revenue growth of more than 50%. 
  • Snap said Ad Manager supports diversification advertisements. 
  • Visit the Business section of Insider for more stories.

Snap stock bulked up as much 8% Tuesday as the social media company said it has set itself up to deliver years of revenue expansion. 

The shares hit an intraday high of $68.70 that also marked a 52-week high for the photos and messaging services app. Volume was heavy, with more than 57 million shares traded intraday compared with a daily average of 20.4 million. The gain was pared to 6.6% in afternoon trading. 

“Via the work on our self-serve ad platform, we’re in a position to drive multiple years of 50% plus revenue growth,” said Peter Sellis, Snap’s senior director of ad products, during the company’s investors day, according to CNBC

Snap has been expanding its Ads Manager tools since 2017, with the platform allowing users to create ads and campaigns and gauge goals. 

The work has resulted in a self-serve advertisement ecosystem that has driven cost per impression for Snap while driving return on investment for advertisers, Sellis said, according to the report.

“The more advertisers we have, the more diverse the set of ads that we can show,” said Sellis. 

Snap shares have risen about 34% over the past 12 months. 

Read the original article on Business Insider

4 Data-Driven Digital Marketing Tactics to Embrace in 2021

The new year is fast-approaching, so it’s high time that we evaluate our marketing strategy and come up with tactics to shake things up.

Digital marketing is one of the fastest-changing industries out there – is your marketing strategy agile enough to adapt?

There have been multiple marketing innovations introduced in 2020 (driven by both technology and the pandemic that has changed all the aspects of our lives), yet one trend is the most prominent one: Data

Never before have brands had access to so much marketing data that includes:

  • Internal / private data (customers’ emails, buying preferences, etc.)
  • Public data (like competitors’ identifiable marketing tactics, overall shopping trends, etc.)

You don’t need to be a data scientist or invest hundreds of thousands of dollars in data collection agencies to create a data-driven marketing strategy these days. Thanks to the Internet, big and small brands can access more data that they can process.

And it is a beautiful thing because it gives a competitive advantage to smaller brands that are eager to innovate.

Here are a few data-driven tactics anyone can implement, even without technical skills:

Improve Your Data Quality

Data: Brands lose up to 20% of revenue due to poor data quality practices (Source: zdnet/ Data Quality)

Sisense defines data quality as follows:

Data quality measures the condition of your data, using factors such as accuracy, consistency (in all fields across data sources), integrity (whether the fields are complete), and usability.

How to identify poor data quality? There can be a variety of factors including:

  • Is your data consistent? In other words, if it’s coming from different sources (which is usually the case), does it correlate?
  • Is your data relevant? In other words, are you using the data that helps your company’s bottom line? If you are using Facebook likes as the measure of your success, what exactly does this data do to help your revenue grow?
  • Do you collect the data you need? Does your company have the necessary data that would foster growth?

Improving your data quality is not just necessary, it’s also quite doable. There are multiple solutions that collect, organize and blend data to turn it into actionable insights delivered to each of your teams. The two easiest and the most affordable solutions include:

  • Cyfe (create dashboards to consolidate data and deliver most relevant data to each of your teams)
  • SE Ranking (pull lots of data from various sources to monitor your site health, positions, traffic, etc.)
  • Whatagraph (turn data into visualized email reports that are delivered to different teams within your organizations

Whatagraph

Embrace Inclusive Marketing

Data: Over 25% (i.e. one in 4) of US adults have a disability (Source: CDC / Disability & Health Infographics).

Are you including these people in your target audience? Do you create marketing personas that would include a disability?

Inclusive marketing refers to adapting technologies and messaging to enable underrepresented groups to fully connect with and experience brands online.

In web context, inclusive marketing often means making your website accessible to people with all kinds of disabilities and difficulties. These disabilities may prevent web users from being able to see page elements or navigate a site using a mouse or touchpad.

Including these people into your marketing strategy is not only a smart move (otherwise, every fourth user of your site may have hard time navigating it or making a purchase). It’s also a way to show that you care. This means making your marketing philanthropic.

The good news, it is also pretty easy to implement. You don’t have to re-design your site to make it accessible to users with disabilities. You can easily optimize your site for just about any sort of disability by using a solution called accessiBe.

accessiBe

There’s also a DIY way to make your site accessible but it is likely to take you some time.

Use Cross-Channel Marketing

Data: The number of channels consumers are using to make a buying decision is growing. Just over a decade ago the average consumer used two touch-points when buying an item. Four years ago consumers were already using an average of six touch-points with almost 50% regularly using more than four. (Marketing Week / Why marketers are failing to target consumers at key life events)

Many of those touch-points tend to happen on different devices and through different channels. Millennial shoppers shop from mobile devices,

For example, a contemporary consumer will search Google before buying an item after seeing a social media ad. And these two touch-points are very likely to happen on different devices.

What does it mean for businesses?

They need to be everywhere.

You should also be diversifying your content strategy with a wide array of types, in order to reach the highest potential audience, on more channels. This will also help your project build authority, which is critical in retention, churn reduction and overall brand loyalty.

Yes, have a blog. It is a great SEO tool and you should already know how to be targeting keywords by now. But in addition to this, make videos, create infographics, launch a podcast, guest on other podcasts and YouTube channels, embrace newer networks like TikTok and Instagram, and contribute to other blogs. You should be producing diverse content constantly to be able to market to different channels.

Luckily, content re-packaging tools make this process easy and affordable for brands:

  • Venngage: Turn any text into an infographic
  • Haiku Deck: Turn any text into a slideshow
  • InVideo: Turn any text into an engaging video

InVideo

[Invideo allows you to create videos for Instagram and Facebook ads, customize Youtube videos to brand them better, and more!]

Personalize Your Marketing

Data: 80% of people agree that they are much more likely to buy a product or service from a brand that provides personalized experiences (source: Epsilon Marketing / The impact of personalization)

Marketing personalization is one of the most powerful tactics out there, yet many brands don’t really understand it.

Marketing personalization is going far beyond using “the first name in the marketing email” or even “segmenting your email list by previous engagement”.

Marketing personalization is about creating on-site personalized experiences.

You are scrolling through a website and you see a handful of product suggestions on the bottom. It shows a strip of items that you can tell are based around people of your gender and your age, much of it not flattering. Mainly because it is a selection of products that you have never before purchased or needed to purchase, but that someone might assume a person of your target demographic would enjoy.

Or you are going through your email and catch sight of a message that is titled, “[Your Name], I need to speak to you right away!” Upon opening it, it is a generic, uninteresting automail from someone’s newsletter you forgot you had even signed up for. You roll your eyes and hit ‘delete’ without going any further.

The above examples show how you lazily customize to fit a potential customer. Is it any wonder the fish aren’t biting when the bait is so unappetizing?

Now imagine this:

You are on that same website and below is a collection of items you have been searching for price comparisons on all week. Others are items related to what you have purchased on the site in the past, or reviewed highly elsewhere. They are even within a decent price range of your usual budget.

Later, you are going through your email and there is a newsletter you forgot you signed up for. But rather than cheap clickbait, it has a subject line about something that interests you. You take the time to click and read the whole thing and even end up back on the website through a provided coupon for an item you had put in your cart a few days before but hadn’t pulled the trigger on because of the price. Now you are getting it for 15% off and you couldn’t be more thrilled!

Notice how each of the counterexamples totally changes the consumer experience and makes them more willing to engage with your brand. All because you showed them that you were actually paying attention to them as individuals, not a category or demographic. They are people, not walking dollar signs and stat sheets.

That is the true meaning of personalized ecommerce and when done correctly, it is a great way to generate leads that turn to profit and also build a relationship with your customer base.

Marketing personalization is becoming more and more available for smaller brands that lack huge budgets or technical teams. Finteza is a web analytics platform that comes with a powerful re-marketing solution allowing you to customize users’ experiences based on:

  • Source of traffic
  • On-site actions
  • Demographics (gender, age)
  • Location

Finteza

What’s more important, it is extremely easy to set up and very affordable.

What’s the real moral or takeaway here? Marketing innovation is a never-ending process. You can never consider this task done, but it is also what makes digital marketing such an exciting industry. Good luck innovating and reinventing!

Image by Gerd Altmann from Pixabay

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The post 4 Data-Driven Digital Marketing Tactics to Embrace in 2021 appeared first on Social Media Week.

Hospital officials apologize for UK ad showing Santa Claus with COVID-19, saying it wasn’t meant for children

Santa Claus with coronavirus NHS The Gift
Santa Claus being wheeled into a hospital in “The Gift,” an ad from the NHS.

  • UK government officials apologized for a Christmas charity ad showing Santa Claus nearly dying from COVID-19 in hospital, saying the spot wasn’t meant for children. 
  • The National Health Service scrubbed “The Gift” from its YouTube channel, as did those involved with the making of it. 
  • A top YouTube comment on the video read: “Absolutely disgusting. Total misstep. As if kids have not been through enough. Shame shame shame on you!”
  • Visit Business Insider’s homepage for more stories.

Not even Santa Claus is immune from the coronavirus, according to a UK government ad showing him being rushed into a hospital at death’s door.

The advertisement, called “The Gift,” begins with an older man with a white beard being ushered into an National Health Service (NHS) emergency room. He’s on a hospital bed. NHS staff hovers over him, shining a light into his face. He’s being given oxygen. By the end of the 90-second spot, he’s recovered. After leaving the hospital, an NHS staffer figures out his true identity: Jolly Old St. Nicholas. 

After the ad appeared late last week, it was removed from the NHS YouTube account and others that had posted it. As of Sunday, “The Gift” had been scrubbed from almost everywhere.

Santa The Gift NHS
A screenshot of “The Gift” ad, showing Santa Claus recovering from COVID-19.

In a statement, NHS Charities Together apologized to kids who had seen the ad, but also said that it “isn’t aimed at children and hasn’t been shown on TV.” The charity said it had at first received positive feedback, but chatter on social media quickly turned sour. 

“We worked closely with the team behind the ad to make sure it was produced responsibly and it was cleared for use by the relevant regulatory authority. However, we are sorry to the parents of any young children who have been upset by watching the ad and to the young children themselves, they were not the intended audience for it,” the charity said in a statement on Saturday. 

By midday Sunday, the only version available on YouTube seemed to be from a children’s talent agency, which said it had been involved in making the spot. That version was also removed Sunday afternoon. 

Comments left on the video before it was removed ranged from confused to outraged.

The top comment read: “Absolutely disgusting. Total misstep. As if kids have not been through enough. Shame shame shame on you!”

Santa in hospital NHS "The Gift"
Santa Claus looking over lists of naughty and nice children in “The Gift” ad from the NHS.

The spot was produced by Iris, a digital media agency, according to a brief posted on Campaign Live, a site that collects information about advertisements. Ads of the World said “The Gift” was NHS Charities Together’s first Christmas campaign. 

Actual NHS staffers were invited to be in the film, according to The Drum

In a statement, NHS said: “We created our Christmas campaign to highlight the ongoing commitment and hard work of NHS staff and volunteers to keep us safe and well in what has been and continues to be a really challenging time for the NHS.”

Read the original article on Business Insider

YouTube Music Ads: What Your Brand Should Know

Music has always played a special role in culture but this year particularly people are tuning into more audio content via YouTube and YouTube Music. This is largely in an effort to combat Zoom fatigue and make it easier to absorb content whether tutorials, lectures, classes, meetings while juggling the obstacles of a remote work environment.

In response to this trend and in an effort to help brands efficiently expand reach and grow brand awareness with audio-based creative, the platform dropped several updates to help brands reach these users, with ads specifically designed for non-video consumption.

Elevating your brand’s message with audio

According to YouTube, more than 50 percent of logged-in viewers who consume music content in a day consume more than 10 minutes of music content.

The company also shared that in the early testing phase of the update, more than 75 percent of audio ads yield a significant lift in brand awareness. An ad from Shutterfly, for example, garnered a 14 percent lift in ad recall and a two percent increase in favorability in its target audience.

“Regardless of when and how people are tuning in, we have ways to help advertisers connect, even when they’re consuming music in the background. Now you can complement the moments your consumers are watching, by engaging them in moments when they’re listening, with newly announced audio ads,” YouTube’s Head of Music Lyor Cohen explained in a separate blog post.

Enhanced targeting via dynamic music lineups

Also part of its audio push, YouTube is announcing dynamic music lineups, allowing marketers to target their campaigns at collections of music channels on YouTube.

This will allow advertisers to more easily reach audiences based on specific music genres spanning ‘Latin music‘, ‘K-pop‘, ‘hip-hop‘ and ‘Top 100.’ In addition, brands can leverage these music lineups to focus on particular moods or interests, like ‘fitness.’

Audio ads best practices

To be clear, these new Youtube ads are designed for the viewer who is looking to “squeeze in a living room workout before dinner, catch up on a podcast or listen to a virtual concert on a Friday night.” These are not audio-only ads, rather they are relying on audio to do the majority of the communicating understanding that people may only be glancing at the visual image sporadically or not at all. The visual side of these new ads, therefore, will be limited to “a still image of animation.” Put differently, if the person was to close their eyes, they would still clearly understand the ad’s message.

The future of music marketing and audio conversations

More than 2 billion logged-in viewers are watching at least one music video each month. Over half (60%) of YouTube’s music viewing happens on mobile, where background viewing or listening is disabled.

Stats aside, innovations in social media and shifts in consumer behavior are fundamentally reshaping how music is made, consumed and shared. Brands will need a music strategy to ensure they keep pace with culture and have a powerful opportunity to lead in this intersection and create meaningful partnerships with consumers. With podcasts on the rise over the past few years, it makes sense audio content would be of interest on YouTube, despite being primarily a video service, as well as other platforms.

Over on Twitter, a test of an audio-only virtual meeting room option, which will be built on top of its new Fleets, Stories-like tool, is underway and set to launch by year’s end. Audio Spaces will enable users to start rooms where certain people can lead a discussion and others can then join, either to just listen in or to actively participate. The user who creates the space will have full moderation controls — an attempt by the platform to prioritize safety and prevent misuse and harassment.

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