Facebook new move to push marketers enhancing social media engagement strategies

Facebook has announced an update of their algorithm that evaluates the reach of a brand’s unpaid and organic posts. They want to prevent “overly promotional” content (e.g. pushing people to buy a product, install an app or enter a contest or sweepstakes) to appear on the platform.

From this update, we can see that social media marketing (especially on Facebook) is no longer cheap but getting more costly overtime. Marketers thus demand a clear ROI on social media marketing.

To be able to retain the competitiveness, we believe that brands should start investing more on content and customer engagement strategy. The content need to be clear and effective to increase chance of exposure on the platform.

Stay tuned on our channel to hear more news and insights on social media marketing.

Read more – Facebook newsroom article “Reducing Overly Promotional Page Posts in News Feed” : https://newsroom.fb.com/news/2014/11/news-feed-fyi-reducing-overly-promotional-page-posts-in-news-feed/

The hidden strategies to Seasonal Success

It is not surprising that we have seen the holiday rush starting earlier every year. Marketers may want to plan their digital strategies ahead to ensure seasonal success. Holiday e-commerce is estimated to gain 16.1% of profit growth this year. (eMarketer, Nov, 2014)

Search and Referral Traffic are two triggers for higher website traffic and enhanced brand exposure.

We may start by evaluating the SEO strategies and searching the right keywords. Analytics tool such as Google Adwords , Baidu Index and SimilarWeb can help us understand where traffic is coming from and identify pages and search terms that drive traffic.

Building referral links through social media, blogs, and general or product- specific sites is also a way to drive the festive e-commerce traffic.‎ Out of many promotion tactics, e-vouchers is an effective means.

Read More: http://www.clickz.com/clickz/column/2381312/2-successful-holiday-strategies-for-online-retail

Shoppers turn to Smartphones and Tablets to Cash in Coupons

When consumers shop online, many would search for digital coupons before making purchase. ‎This is common as many e-commerce system checkout platform has such a field “coupon/discount code”. The cost of searching for a digital coupon is very low.

Markters can combine this online deal hunting behavior to offline shopping experience via carefully crafted consumer experience in physical stores.

Coupons can be distributed through mobile apps, daily deal and group buying site, emails and social network.

A research from eMarketer in US reveals that the number of customers who use mobile devices to redeem digital coupons are growing and is already overtaking numbers of desktop users.

In Hong Kong, we notice mobile coupons usage are also booming, e.g. almost every mobile loyalty program apps allow members to redeem e-coupons.

Lower cost to production and distribution, plus the ability to offer real-time analytics had contributed to the popularity of digital coupons.

We believe a full retail experience ‎will carry online, mobile and physical components, accelerating the O2O integration.

Read more about the eMarketer research: http://www.emarketer.com/Article/Shoppers-Turn-Smartphones-Tablets-Cash-Coupons/1011582/7

Make the data dance in your story

As a marketer, we tell stories to our customers every day. To attract and retain our customers, we analyze their reading behaviors such as their favorite topics and the time that they love to read. Based on the analysis, we refine our engagement materials. However, when all the storytellers are using the same strategy, how can outperform?

Present your stories with creative and impactful visual images can be a way to win. Visuals help customers understand and digest stories. Customers will also be more willing to share information after reading it. Simple visual images not only effectively assist your story telling, but also can initiate your customers to take actions, i.e. buy and share your stories. This can help your products to increase exposure and improve customer engagement rate. Here is a good example from Google: they adopted interactive visuals to introduce its search engine mechanism instead of explaining some boring facts. Google presented the algorithms and index in an interesting way to attract readers’ engagement. Visualization is growing its importance in communication and it will be an essential element in the increasingly competitive online market.

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