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The holiday promotion season can be overwhelming, but it brings a lot of opportunities for retailers, as well as big dollars for marketers. There are also many lessons to be learned from the tactics marketers specifically during the holiday months, and the successes or failures of their efforts. Now that another holiday season has come to a close, it’s worth asking—what lessons can we learn from this holiday season?
Seasonal AdWords campaigns
When Google first announced in May that it was moving its free product listing service over to a paid model (Google Shopping) as of October 1, I immediately felt sorry for small businesses. Up until this change, almost any search online for handcrafted, homemade or vintage products would lead a user to Etsy and their small business community. All of whom again, up until this change, had been enjoying free listings of their products on a fairly level playing field. Now, with this change, most small business owners will get left behind in the competition for paid advertising space, and will ultimately lose ground against known retailers with deep pockets.
Knowing and targeting your social media audience
Everyone hates spam (the electronic kind, not the lunch meat). If there’s one thing in this world that reminds us we are just one fish in a sea of millions of other demographically similar fishes, it’s spam, a terribly impersonal form of outreach.
Social media done right should create a personal connection between your brand and your brand users or “followers” as they are more commonly known in the world of social media. So, how do you target and reach out to your audience, a sea of unknown fish, without becoming another piece of spam they want to weed out?
Do Facebook ads really yield a return on investment? Opinions are mixed, and the confusion is reflected in General Motors’ recent activity. After heavily investing in ads on Facebook, GM felt the ROI wasn’t worth it and pulled the ads from its marketing budget. Yet late-breaking news in Businessweek indicates GM has begun talks with Facebook about reconsidering Facebook if the return can justify the spend.
Social media juggernaut, Facebook, recently announced a change to the game of company advertisements on their site. The game changer…a little something called Sponsored Stories. These “stories” are unique offerings to companies in that they do not appear along with the usual text banner ads. Instead, these “Adverstories” appear just above the usual suspect text banner ads—in their own designated section labeled “Sponsored”. In addition to the sponsored story-ad, Facebook members will also be shown a list of any Friends they have who already “Like” the sponsored company or page. This is great for advertisers because it now allows a company to feature their page and show audiences friends who back up their brands with trustful “Likes”.
CommCreative takes issue with AdAge article - Study Finds Marketers Don't Practice ROI They Preach.
A recently published survey in AdvertisingAge (AdAge), one of the industry’s leading trade publications, declared that “more than half of all marketers do not practice the ROI they preach.” Is this true of your organization?