POV

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28.06.22

June digital marketing news

Katerina Iliaki

Digital Content Specialist

How TikTok has become the new word-of-mouth marketplace

In a nutshell

In February, TikTok shared a report, analysing how users discover and purchase new products through its platform. The app now provides insight into what happens after a purchase is complete and how users feel about promoted products they’ve bought. This could help brands improve their performance on the app.

What does this mean?

According to the market research provider Material’s data, 50% of TikTok users feel satisfied with their purchases via the app and they’re twice as likely to recommend products and services found on their feed. Creators and trending topics also play a key role in discovery, as the platform’s audience is 48% more likely to discover new brands from celebrities or public figures. But the most impressive finding is that users continue to engage with brands post-purchase, posting relevant content on social apps and convincing other users to buy the same products. This can be beneficial for businesses, as working closely with creators who recommend their products will help them drive brand awareness – on and off platform.

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Google tests new feature snippets

In a nutshell

At the moment, Google shows a single site in the featured snippet, also known as the ‘zero position’, which is the information that appears above the first result of the Search Engine Results Page (SERP). The search platform is now testing new layouts for featured snippets, with some results returning up to four cards across different domains.

What does this mean?

iCrossing UK’s senior SEO analyst, Nina-Che Bousquet, and junior SEO analyst, Yelena Genovese, say: “Having multiple featured snippets can impact SERP driven traffic both positively and negatively. With domains receiving an estimated 8% of all clicks, we can expect for these pages to continue to experience high SERP traffic. However, it’s possible that with more featured snippets, this percentage of clicks may be split among other domains, consequently impacting traffic.

“Organic search listings may also witness a decline in traffic for queries returning featured snippets. With additional snippets pushing these results further down the page, searchers may be discouraged to scroll down the page, particularly if one of the four featured snippets answers their queries.

“Marketers should look out for any trends among queries with two or more featured snippets. This may include trends across certain industries, consumer pain points, or different search types such as transactional vs informational.”

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Notes: Twitter introduces long-form content feature

In a nutshell

Twitter is testing its new ‘Notes’ feature on selected user profiles, enabling them to create stories and lengthy blogs of up to 2,500 words. According to Rembert Browne, Twitter’s editorial director: “Notes will give people the ability to go over 280 characters on Twitter in a single piece of content, with the inclusion of photos, videos, GIFs, and Tweets.” They’ll appear on users’ timelines and can be written, published, and shared on the platform. The aim? To encourage users to spend more time on Twitter, preventing them from clicking away to other websites.

What does this mean?

“Twitter is reinventing blogging with this 'new’ feature – which isn't really ground-breaking. The platform is arguably a bit behind when thinking of how we’ve gone from digesting blogs on platforms like Tumblr in the early 2010s, to now consuming short videos on TikTok,” says iCrossing UK’s junior audience intelligence analyst, Tilly Clough. “It raises questions of ‘Will Twitter Notes start to pop up in the SERPs or not?’. So, it might be interesting to see how brands, marketers and consumers will adapt around this new feature.”

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Pinterest introduces Ideas ads for advertisers and creators

In a nutshell

Pinterest is giving brands the opportunity to inspire their audience, using a new, more compelling ad format. Idea ads are an “immersive, multi-page format designed for advertisers to showcase ideas in action,” according to the platform’s recent announcement. The company is also launching a new paid partnership tool for creators, enabling them to tag brand partners directly in their content.

What does this mean?

The new features aim to help brands and creators stand out and reach their audience through creative images and videos. Results from early tests seem to be impressive; a Pinterest brand lift study found that people who saw Idea ads were 59% more likely to recall that brand. Companies that worked with creators saw a 38% increase in brand awareness and a 37% uplift in Pin awareness. Creators who are interested in monetising their social media content should keep an eye on the latest developments.

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Twitter launches Product Drop option for merchants

In a nutshell

Merchants will now be able to update their audience on upcoming launches, using Twitter’s new shopping feature. Product Drop includes a ‘Remind Me’ button, allowing users to get an in-app notification 15 minutes before a brand’s new product launch. To help them make informed decisions, followers will also be able to learn more about products. Clicking on the merchant’s Tweet, they’ll find the description, price and pictures as well as other people’s reviews.

What does this mean?

“People come to Twitter to talk about products and product drops every day. And merchants have long been dropping products on Twitter without any native product support. We’re excited to change that and introduce new shopping features that empower shoppers to stay on top of the launches that matter most to them and provide merchants with another way to engage shoppers around big product moments,” said Justin Hoang, Twitter’s staff product manager and Siddarth Rao, staff software engineer, on their recent blog post.

This means brands will have another way to interact with their audience and promote new collections and products, by setting up notifications to alert their followers. This could increase brand engagement and avoid disappointment around missed product drops.

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iCrossing UK’s Roger Barr on trading real estate for digital

In a nutshell

“Career paths are rarely linear, and mine is no exception,” says Roger Barr, chief digital officer at iCrossing UK, in his recent interview on The Drum about his non-linear career path. His story? One day, he resigned from his IT career and became a commission-only estate agent with a US franchise called Remax. His experience in many different business areas taught him valuable lessons and helped him be a more empathetic leader when he joined the advertising industry.

What does this mean?

“I only lasted 12 months in the role, but I learned an incredible amount about myself: how not to run a business and how empathy and looking after people can be your strongest career card,” says Roger. “The owners of the franchise didn’t have a realistic business plan and had overstretched from a cost and cashflow perspective. There’s taking calculated risks, and then there’s reckless behaviour. This stood me in good stead for my 12 years running a digital agency.”

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iCrossing UK’s head of audience intelligence, Maria Bain, on the rise of ‘conscious capitalism’

In a nutshell

According to iCrossing UK’s ‘Evolution of the luxury consumer: post pandemic’ report, the pandemic has impacted the luxury market by accelerating trends. Luxury consumers are now focusing on conscious purchase decisions. They prefer businesses who have social and environmental goals and share their personal values – meaning that brands need to adapt, evolve and capitalise on new opportunities.

What does this mean?

In her article published on Creative Brief, Maria Bain, iCrossing UK’s head of audience intelligence, says: “Luxury buyers are striving to add good into their consumption, and 57% say their purchasing decisions are influenced by a company’s ethical and sustainability credentials. Of those asked, 86% think that brands should take a stand on social issues and the pandemic proved an opportunity for this – 54% could specify brands they saw support the fight against Covid. Yet again, luxury brands should be well placed to address these concerns. With less pressure on cost and greater focus on provenance of materials, luxury brands should have a strong narrative. However, if high price purely means high mark-up, those brands will be exposed.”

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iCrossing UK’s digital content specialist, Michele Baker, on creating content for a better customer experience

In a nutshell

iCrossing UK’s digital content specialist, Michele Baker, explains how to deliver a successful customer journey through a holistic strategy approach. The key? Having a highly detailed content strategy that’s based on search, social data and insights. This helps brands create accurate customer journeys and maximise conversions.

What does this mean?

“A successful company has the ability to make customers feel ‘seen’. From its branding and messaging to the content served at each stage of the journey, consumers can feel understood and catered to on an almost personal level,” says Michele, writing in CXM.

“The Content team’s job is to learn and understand the customer’s individual needs, delivering a fulfilling experience and purchase journey at every touchpoint. This powerful digital user journey fosters positive sentiment brand loyalty and repeat purchases. Simple when you think about it.”

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