Marketers saw the writing on the wall when Instagram began to test blocking the viewability of "likes" for consumers in various countries before the policy was recently implemented in the US, and many recognized gauging campaign outcomes will require change. Mavrck's Lyle Stevens says, "We are already seeing marketers adopting more sophisticated measurement capabilities, including referral codes and swipe up affiliate links in stories," while other marketers say the change will drive brands to focus on alternate engagements that demonstrate more than interest.
Chick-fil-A increased mobile app downloads by integrating QR codes into digital signage and steakhouse chain Blackrock Bar & Grill recorded a 27% lift in redemption rate with a scannable coupon on restaurant TVs, according to UPshow analysis. As smartphone technology has advanced and leading platforms such as Snapchat and Pinterest have jumped on board, UPshow contends that QR codes are becoming a more viable marketing tool for encouraging app downloads, delivering coupons, activating consumer communications and other initiatives.
Twitter launched a service that enables individuals to follow tweets that match 300 topics of interest such as fishing, NBA and NASCAR and will enable marketers to target ads toward these various groups. Marketers concur that this is an opportunity to more finely tune messaging and Twitter's JP Maheu adds, "The new feature will enable brands to increase their cultural relevance and build equity with audiences."
Respondology has updated The Mod platform management tool to enable marketers to remove negative comments from paid social media posts and monitor brand safety. Ad Mod is in beta with Horizon Media, which used the machine learning tool to monitor conversations about Popeyes Chicken Sandwich launch across Facebook, YouTube and Instagram.
Mobivity is rolling out Omnichannel Offers and Promotions Management Platform, designed to allow brands to assign unique codes to individuals that can be integrated into texts, printed receipts and other marketing channels and monitor redemptions. Subway is the first launch partner and is utilizing the technology to send targeted mobile messaging and other communications for its 30,000 locations.
Nestle has created Global Digital Media Center of Competencies, an in-house media division charged with online marketing planning and brokering deals with publishers and demand- and supply-side platforms. Nestle says the effort will help boost efficiencies related to its annual $62.4 million programmatic ad spend and have more negotiating power with platforms such as Amazon and Google.
A recent report from Snapchat shows that the platform reaches three quarters of US residents between 13 and 34, and nearly everyone in the 13-24 age group. The study also found that 65% of Snapchat users publicize purchases on their stories, while 46% engage with brands after buying products.
TikTok users have been using the Home Depot's theme song and "More savings. More doing" motto in their videos and have subsequently made the retailer go viral. Taylor Lorenz of The New York Times noted on Twitter that "#homedepot" has attracted more than 61.3 million views on the app and been trending on it for three weeks.
Companies should research who their customers are and respond with interactive experiences that "include them on a journey," says Denise Lee Yohn in this blog post and video. "[H]umans are emotional beings and we make brand and product decisions based on how they make us feel and the identities they enable us to express and experience," she says.
Retailers, restaurants and other businesses will soon be able to use more refined Google campaign tools to drive more calls and visits to local brick-and-mortar locations and showcase specific product information and offers. The services are being offered through Google Promoted Pins for Maps, Local Campaigns and Shopping ads.
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