Facebook Mobile Ads Generate 72% Higher Returns Than Desktop

  • Published in Social

Despite producing a lower conversion rate than their desktop counterparts, direct response mobile campaigns on Facebook actually provide a 72% higher return on ad spend (ROAS), according to data from Rakuten Marketing.

On average, Facebook mobile ads generate:

  • 63% higher click-through rates than desktop;

  • 33% lower conversion rates than desktop; and

  • A 70% lower cost-per-click rate than desktop.

So while consumers are more likely to click on a Facebook ad on mobile but are less likely to convert, the much cheaper cost-per-click rate means retailers can optimize their marketing and advertising strategies within the social network and prioritize mobile investments.


Lowe’s Black Friday Promotion Spotlights Facebook Live Benefits

On Nov. 19, Lowe’s hosted a Facebook Live event to promote 11 of its upcoming Black Friday deals. The livestream, known as “Mystery Box Bonanza,” was hosted by Drew and Jonathan Scott of the HGTV show “Property Brothers.”

A teaser trailer for the event that ran on Nov. 2 garnered 2,700 live views and captured more than 1.4 million views after the fact, according to Marci Grebstein, Chief Marketing Officer of Lowe’s. This gives an idea of just how vast a Facebook Live post can reach with enough marketing push behind it.


IBM Integrates Pitney Bowes Location Data Into Analytics Platforms

To deliver deeper location-based insights for enhanced customer experiences, IBM will incorporate the world boundaries location-based data from Pitney Bowes, to supplement the geospatial capabilities of the IBM Cognos Analytics and IBM Watson Analytics platforms.

Retailers and other businesses are using location intelligence to better communicate with customers, create more targeted promotions, and promote sophisticated cross-selling opportunities via mobile and social platforms. Geographic boundary data, such as city and state borders, underpins many of these location-based initiatives.


Pinterest: The Not-So-Social Network That Generates Big Benefits

1klaudiaPinterest Founder and CEO Ben Silbermann often protests that Pinterest is not a social media platform. Instead, it’s a “catalog of ideas.”

“When we talk to people about Pinterest we often describe it as not a social network,” Silbermann told The Guardian. “Social networks are about communicating with other people. Pinterest is really about planning and getting ideas for your own personal life. With social networks, it’s them time. With Pinterest, it’s me time.”


POS Subscribers Provide 32% Higher Open Rates

Retail marketers need to take action to improve the quality of data they obtain at the POS, as these subscribers often are highly engaged with the brand. For example, welcome mailings to POS subscribers had a 23.2% click-to-open rate, 32% higher than the 17.5% rate for subscribers obtained from other sources. Experian Marketing Services conducted its survey from April 2015 to May 2016.

Total email volume rose by 17.1% during the year. More emails mean retailers are going to have to be even more careful when gathering data from POS subscribers, especially as the holiday season rolls around. POS email collection problems are often caused by human error and include incomplete or missing data, duplicate data and outdated information.


72% Of Shoppers Prefer Social Ads From SMBs During Holiday Season

  • Published in Social

0aRR SocialHoliday ImageThe holiday season is an excellent time for local retailers to optimize their social media strategy: 72% of shoppers say they prefer to see local businesses’ ads on social media during the holidays, rather than campaigns from national retailers.

Some ways local businesses can provide inspiration during the season via social media include:

  • Facebook and Pinterest have influenced 69% of shoppers for shopping ideas and inspiration;

  • 70% of respondents say they are likely to click on a Facebook ad that relates to their area;

  • 73% are most likely to engage with images of products they’re interested in than any other piece of content on Facebook; and

  • 25% are more likely to recognize a business in their area if they see it promoted on Twitter.


0aholidayhubUsers favor Instagram for engagement with local businesses: 52% of respondents say they are more likely to engage with a local retailer on Instagram than any other social network. However, the content within Instagram must not be sponsored. When asked what action inspires them when they see sponsored Instagram content on their feeds, nearly three-quarters of respondents say they would either ignore it or not take action.


Regardless of the platform used, these SMBs also must continually reach out to consumers. Nearly three quarters, 73%, of respondents noted at least some importance for local businesses to communicate with customers on social media during the holiday season.

When it comes to influence, 55% of shoppers say a brand’s social media presence has at least some impact on their decision-making process when deciding where to buy during the holiday season.

To compile the research, G/O Digital conducted a survey from July 6 through July 12, 2016, garnering 1,372 responses from U.S. shoppers older than 18 that used either Facebook, Twitter or Instagram in the past three months.


Mobile, And Social, And Location, Oh My! How Today's Retailers Can Tap Into Next-Generation Marketing

0antoIt's no secret that the introduction of digital changed the way marketers reach, engage and convert consumers. In the years since digital became the norm, the world of marketing has continued to evolve dramatically. This new era, characterized by concepts such as omnichannel, multi-device marketing, the "Internet of Things" and advanced marketing attribution, is reshaping the way brands and consumers interact, and how marketers measure and optimize the impact of their efforts.  

In retail, this evolution has been particularly striking. Shoppers no longer simply head to the mall or their local brick-and-mortar store to make a purchase. In today’s world, each person’s path to purchase is unique and complex, crossing multiple channels, platforms and devices as consumers browse, research and buy.


86% Of Women More Likely To Make A First Purchase After Social Media Engagement

  • Published in Social

Although social media marketing has been a critical component of retail strategies in recent years, the impact on purchasing through the power of direct engagement with the consumer cannot be overstated.

As many as 86% of women shoppers say they are more likely to buy a brand they’ve never purchased when they begin to interact with that brand on social media, according to a survey from Influence Central.


Exclusive Interview: Moleskine CEO Tackles Brand Transformation

0aarrigoIn this exclusive interview with Retail TouchPoints, Moleskine CEO Arrigo Berni explains the company's transformation, from a single branded notebook to a global retailer featuring branded boutiques and cafés.

Loyal consumers have depended on Moleskine as their go-to brand for notebooks, diaries, sketchbooks and planners since 1997. Designed based on products sold in Paris in the 19th and 20th centuries, the Moleskine brand was trademarked in 1997. By the early 2000s, sales reached $26 million; and the company was purchased by a European private equity firm in 2006. Moleskine products were sold in 22,000 stores across 95 countries by 2012; and the company went public in 2013.


Why Kanye West’s Partnership With Adidas Is More Than An Endorsement

1klaudiaLeveraging influencers such as bloggers and YouTube stars to boost brand awareness and engagement has become the norm for many companies. What’s not to like? Research by McKinsey shows that word of mouth generates twice as many sales as paid advertising. Recruiting a blogger or influencer with a large social following to help promote your brand through word of mouth (and a pretty Instagram picture) can lead to more sales and higher conversions.

Generally, the term influencer describes someone who creates content for their own web sites and/or social channels. But celebrities are on a whole other level, and they may be hired to endorse a product or brand simply because of their large fan base. But what about the celebrities that go beyond the usual endorsements?

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