GOOGLE REVIEWS
PLEASE BE AWARE: This is an old article, and while we think there are still nuggets of good advice included here, it may be out of date. Things move very quickly in the world of Digital Marketing, Lead Generation and Conversion Rate Optimisation - so please see our latest news for the most recent advice on how to get more out of your website and online marketing.
Keeping pace with technology is one of the key battles for all businesses in the Digital Age and soon there is going to be a new battleground, so we had all better sharpen our social media marketing weapons. This battlefield is already being fought over by some of the major social networks, but who is going to rule victorious in both of these skirmishes? You or your competitors? Facebook or Twitter?
Last week, we talked about Facebook’s plans for incorporating transactions into their service and new restrictions they are placing on promotional posts. As if to confirm how dramatically the digital marketing arena is going to change, here is news of Twitter’s plans and how they differ from Facebook’s.
Like Facebook, Twitter have been testing a ‘Buy’ button. Followers of certain brands in the US have been able make purchases simply by clicking on promotional tweets and entering their details; meaning the transaction can be completed without leaving the site. This is very similar to what Facebook have been up to, however, Twitter have received greater exposure by using popular brands and artists to publicly test the system.
Where the two services’ proposals differ fundamentally is with their approach to promotional posts.
Whereas Facebook are trying to cut down on the amount of overtly promotional content on newsfeeds, in order to improve their users’ experience, Twitter seem to be encouraging it.
Facebook will soon hide posts containing contests, offers and the obvious ‘buy here’ kind of instructions. Twitter, on the other hand, have just announced ‘Twitter Offers’; a feature that allows businesses to produce coupon tweets. Upon clicking the tweet, a user enters card details and can then redeem the offer using that particular card in store or online.
Twitter’s proposed updates have multiple benefits. Firstly, it means that businesses can measure the ROI of their social media campaigns, by knowing which transactions have come from that medium – something bound to have marketers world wide salivating. It means that more customers are likely to follow their favourite brands and retailers on Twitter, in order to get reductions on their purchases, so the business attracts more followers. Additionally, it is likely that some followers will retweet the offer if they feel it will appeal to their followers, giving the post a much greater reach.
Every year, commerce shifts more and more onto the internet. Here in Mansfield, there is an increasing amount of boarded up shopfronts and discount stores. Yet, figures from the Office for National Statistics reveal that, nationally, online sales went up 13% from June last year to June this year.
This all shows that there is a big shift occurring and a new digital market place opening up, separate to corporate websites. With it, comes some great marketing opportunities for businesses, no matter whether they are local or multi-national.
The updates should appeal not only to e-commerce businesses but also to those who are predominantly b2b. It is likely that a percentage of your followers on social media are potential/current clients, so what better way to promote an offer to them all than with the direct call to action of an ‘Offer’ or ‘Buy’ button?
Social networks and online markets are growing rapidly and your digital marketing efforts must reflect this. Having a strong website is always going to be necessary, or at least it will be for the foreseeable future, but with new markets comes new opportunities. The key benefits of these updates will be a better understanding of ROI and increasing your visibility but who knows what capabilities are just down the line?
To find out more about the Facebook updates that could affect your business’ online presence, choose from our posts last week:
The Facebook update that local businesses can’t ignore
How could Facebook’s upcoming changes affect your internet marketing strategy?
