Daily Archives: Tuesday, November 18, 2014

Facebook to ban overly promotional posts in News Feed

Posted on November 18, 2014 by - Social Media

Effective this January, you may see less and less of any type of promotional posts in your News Feed, except of course those that were paid for.

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Facebook is cracking down on posts that are overly promotional in an attempt to show people more of what they think you really want to see. Even if consumers have Liked a Company Page, that doesn’t mean they want to be advertised to in an obvious way. While many consumers love sweepstakes and giveaways, from now on companies will have to pay to play on Facebook.

For businesses, this means changing the way they talk to consumers. Providing valuable content to consumers is more important now than ever. Whether it’s local news and events, internal company pics and news, fun videos, infographics, blog posts, etc., consumers want to consume new and interesting content daily. And they’re not going to share it unless they think their friends would really be interested.

In a nutshell – promoting yourself all the time doesn’t work. It will be more important than ever to act like a publisher and provide content that is valuable to your target audience.

You may recall when Facebook banned Like-gating? Well, this is just another way they’re hoping to ban promotions and sweepstakes with no real context and ones that are obviously just trying to get more Page or Post Likes.

If you don’t already pay to play on Facebook? You should be prepared to see a decrease in your overall organic reach. If you have worked hard to earn attention through organic reach, you will now have to pay to get promotional exposure. If you’ve already promoted your page and boosted some posts – you’re likely good.

So how will this affect your social media strategy? Are you prepared for this change?

Feel free to contact us to see how our copywriters and social media specialists can help you. 

Crafting the Perfect Mobile Promotion

Posted on November 18, 2014 by - Marketing, Mobile

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According to a report by Mobile Marketer, the use of mobile-only promotions as a marketing strategy is declining while omni-channel promotions are gaining ground.

The growing trend of omni-channel strategies use mobile alongside desktop and in-store experiences rather than as a replacement. Derrick Lin, Senior Brand Strategist at Resource/Ammirati sheds some light on the context surrounding mobile marketing strategies:

“Three years into the mobile era, the context around mobile marketing development is very different. Mobile has become a very prevalent, natural, and straightforward part of a consumer’s shopping journey and in turn retailers have fully embraced mobile as a table stakes channel.”

If that isn’t clear, here are a couple examples of current omni-channel strategies being used:

1.  Target’s Cartwheel Promotion

Here, Target offers shoppers coupons and discount codes on their mobile devices, but forces them to redeem the offers at the point-of-sale in the store.

2.  Anheuser-Busch’s Bud Light Birthday

This strategy is the opposite of Target’s. The idea is that a friend can buy another friend on a social network a beer for their birthday. It begins as a desktop Web promotion but ends with the beneficiary redeeming their free birthday drink at a restaurant or bar with their mobile device. Ryan Halper, Chief Operating Officer and co-founder of Gratafy, explains it best:

“It is a Web-based promotion using responsive design so it renders on smartphones, tablets or desktop, but part of the experience, the redemption, only functions on mobile.”

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While omni-channel contests and promotions are the trending strategy this holiday season, mobile-only promotions aren’t irrelevant by any means.

Brands can use mobile-only promotions if they find that their target audience engages more on, let’s say, a mobile app. Secondly, mobile-only promotions can utilize strategies such a geo-fencing, augmented reality, and Apple Pay, to name a few.

The main takeaway is this:

Your business should definitely incorporate the use of a mobile device at some point in your promotional strategy. Whether it’s mobile-only or omni-channel, the key is making the experience seamless and easy. Consumers in 2014 don’t have the patience for slow-loading apps, bad mobile-websites, or coupons codes that don’t work.