Social Media Pros Predict Wide Range of Changes in 2018

Both B2B and B2C marketers are planning on investing more in social media marketing in 2018, per surveys. So AccuList USA’s clients may want to take a look at the trends that social media experts are predicting for Facebook, Instagram, Twitter, LinkedIn, and Pinterest marketing in the year ahead, as recently gathered up by Social Media Examiner.

Video Boom: Moves by LinkedIn and Facebook

Among the more than 33 predictions featured, multiple social media pros stressed the growth and impact of video, as “even simple selfie videos filmed on cell phones are propelling businesses higher than video-less businesses,” to quote one forecaster. B2B marketers will be pleased to know that LinkedIn advertising is expected to roll out video ads for business pages and geofilters for videos, now in test. Facebook, which remains the social media ad leader, is positioning to become a major player in online video. In 2017, Facebook debuted Facebook Watch for select creators (a TV-like option). In 2018, it is forecast that the program will expand to all people and pages on Facebook, and also that Facebook will likely roll out new features for video creators, perhaps including preferential Facebook news feed exposure for original native video, revenue-sharing deals, or even a dedicated video app. With the video boom, metrics will need to get more sophisticated across platforms. Since each platform counts their video views differently (Snapchat at 1 second, Twitter at 2 seconds, Facebook/Instagram at 3 seconds, and YouTube at 30 seconds), watch for marketers to go beyond number of views to data measuring the time spent and the attention held across all screens on all platforms.

Instagram Gains Ground With Marketers

Instagram is forecast to keep surging after fast growth in 2017, with 15 million businesses using Instagram by July 2017 (nearly double the 8 million businesses that used Instagram in March 2017), with 80% of Instagram accounts now following at least one business, and with global advertising set to reach $4 billion for 2017 year-end. One reason is that Instagram has been improving its tools for marketers, including InstaStories promoted within the  “news feed,” the Story Highlights feature that allows pages to host static collections of previously disappearing story posts on profiles, “swipe up” calls-to-action, posts that click through to online stores, and soon the ability to follow hashtags.

Rising Ad Costs Force Smarter Targeting, Metrics

The bad news for marketers is that the popularity of social media will translate into rising ad costs in 2018, with pricing of Facebook and Instagram advertising predicted to rise over the next 12 months. However, that cost trend should actually spur businesses hesitating to invest; marketers who commit to social media ads now will generate awareness, build audience (particularly via e-mail subscribers) and gain a competitive advantage in the increasingly crowded market. Given the rising cost to gain the attention of prospects and acquire customers, more businesses also are urged to hone ad effectiveness beyond generating leads followed with automated e-mail—for example using retargeting, AI and other techniques to ensure prospects see the most relevant messaging for their point in the customer journey. And, as cheap organic reach declines in effectiveness and paid ad costs climb, the importance of ad metrics increases. Whether on Facebook, Instagram, LinkedIn or Twitter, marketers will need to track the metrics of each ad or promoted post, combining a paid acquisition model with historical data and personalized content if they hope to translate social media marketing into real revenue results in 2018, warn the social media mavens.

For more predictions, see https://www.socialmediaexaminer.com/social-media-predictions-2018/?utm_source=Newsletter&utm_medium=NewsletterIssue&utm_campaign=New

Effective Cross-Channel Marketing Requires New Tactics

AccuList USA embraces multi-channel marketing for broader, deeper and more nuanced audience reach–but we also recognize that, without careful planning, there is a risk of counterproductive ad frequency and confusion.

Untangling Cross-Channel Confusion

At the recent 2017 Google Marketing Next conference, Bill Kee, Google’s group product manager for attribution, is quoted giving a powerful illustration of how a multi-channel campaign can saturate the market: “If I am on three devices, and if I see your ad five times, it means you’ve reached me 15 times….believe me I get it.” So how can marketers improve performance given today’s complex, interconnected channel usage? In a recent Direct Marketing News article, Pierre DeBois, founder of digital analytics firm Zimana, suggests several tactics for better cross-device/cross-channel effectiveness. First, DeBois recommends using cross-channel/cross-device analytics in place of traditional last-click attribution or channel-to-channel comparison. The goal should be to see the complete picture of channel contributions to ROI at each step of the customer journey, he advises. An example is Google’s new Unique Reach report that displays digital ad frequency metrics across devices, campaigns, and formats to measure how many times a person views a given ad. The report combines attribution influences from AdWords, DoubleClick and Google Analytics.

Content Curating and Chatbot Support

It is a new marketing axiom that videos and images are great response-getters for digital media. But multiple cross-channel/cross-device campaigns can visually overwhelm and confuse customers, too. DeBois advises marketers to locate videos and images in a content mapping strategy so they can understand how their media aligns with each step of the customer journey. Plus, they should curate media by carefully selecting and orchestrating images, videos and messages in order to help customers understand products and services. One helpful curating tool is the “image story” feature on social media platforms, including Pinterest Lens, Instagram Stories, and Twitter Moments. Another option for providing a consistent customer story across channels is to employ chatbots, DeBois suggests. Chatbots offer programmable assistance, powered by rules and sometimes artificial intelligence, to interact with customers via a chat interface, auditory or textual. Chatbots are often found in recommendation engines and can increase customer engagement through a series of questions and responses. Among the many chatbot services, DeBois points to those built for Facebook Messenger as most useful for businesses with a strong social media audience. Amazon Lex is another option for building and managing conversation bots. To read his article: http://www.dmnews.com/mobile-marketing/how-to-make-media-more-effective-for-cross-device-marketing/article/669602/