The Top Google Algorithm Updates of 2021

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We are all lucky to have Google today. If you have a question, just Google for the answer. If you need to learn how to perform a certain task, Google it. No wonder Google is the largest global search engine. A digital marketing speaker Hong Kong highlights the importance of Google SEO to a digital marketing approach.

According to a social media agency Hong Kong, the Google algorithm has gone a long way more than indexing. Technology has made its artificial intelligence and machine learning smarter. Even a video marketing agency Hong Kong notes that the algorithm allows videos to rank on Google pages today.

Google algorithm is the process of retrieving search index data to give searchers the best results on their queries. Because of the recent privacy laws and updates, a lot of changes were made to the algorithm. Below are the top Google algorithm updates of 2021. They can serve as a guide among marketers when forming their strategies for this upcoming year.

February 2021 – Passage Ranking

Google’s Passage Ranking means using artificial intelligence (AI) to rank long-form content through web passages. This was rolled out by Google on 10 February 2021. Passage Ranking allows Google to differentiate passages on the same web page according to topics. As such, it also allows the sections of a page to rank on searches.

March 2021 – 100% Mobile-First Indexing

To date, there are 6.64 billion mobile users around the world. That is almost 84% of the global population. Google has long been working on ranking websites based on their mobile responsiveness. It is because a lot of searches happen using mobile devices. Last March 2021, Google has shifted to 100% mobile-first indexing. This means that the search engine will predominantly use the mobile version of a webpage in indexing and ranking.

April 2021 – Product Reviews

Last 22 April 2021, Google will no longer include product reviews from Amazon and other affiliate marketing on its search ranking. This is to ensure that valuable product ratings and reviews can encourage users to buy them.

May 2021 – MUM

MUM stands for Multitask Unified Model. On 18 May 2021, Google introduced this t5 text-to-text framework. It allows Google not only to understand the text. But it can also translate it into 75 languages. MUM has redefined Google searches by allowing the search engine to understand the context of the content for every region.

June 2021 – Link Spam

June 2021 called for websites to use quality links. Google rolled out “Link Spam” to prevent websites from using their own websites’ links. Link Spam encourages websites to use credible sources when linking to increase the chance of their content to rank on Google searches.

August 2021- Page Title

On 24 August 2021, Google will no longer adjust page titles according to queries. Instead of using HTML tags, Google will focus more on ranking pages based on the content. It is because the platform wants to provide more context based on what the user searches.

November 2021 – Core Update

Google Algorithm introduced a core update last November 2021. It is a move to fight spam among search engine results. Google’s core update was covered by the following webmaster guidelines. One of the main highlights of such an update is helping poor ranking websites on how to optimize their mobile page versions.

December 2021 – Local Search

Brands and businesses can feature their location on Google ads. This is to allow leads to call or visit your stores. In December 2021, Google enables local extensions to encourage brands and businesses to update their Google My Business profile addresses. It will allow them to rank on local searches for “Nearby Businesses.”

Reference: https://www.pagetraffic.com/blog/google-seo-algorithm-updates-2021/

Holiday Tips and Trends for Facebook Marketplace

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In February 2015, Facebook introduced a buy and sell group. It allows users to add items for sale together with the product description, price, and delivery or pickup options. Around 800 million use the said group today – Facebook Marketplace.

According to a digital marketing speaker Hong Kong, Facebook Marketplace is a convenient way to buy, sell, and trade products within the platform. It allows sellers and traders to upload up to 10 images for a certain product. It also allows the following activities:

  • Access to all messages and transactions
  • Check for items to buy
  • Customize product listings
  • Filter searches per category or location
  • Set custom bids for products

To give you a guide, here are some holiday tips and trends for Facebook Marketplace, according to a social media agency Hong Kong.

BENEFITS OF FACEBOOK MARKETPLACE

To date, there are 2.89 Facebook monthly active users globally. It means that there are lots of potential benefits that Facebook Marketplace can offer.

Better Analysis

A major benefit of Facebook Marketplace is the ability to see insights about your content and posts. It gives brands and businesses a deeper understanding of how people engage with their products and services.

Broad Exposure

Facebook Marketplace content is shareable and viewable to all Facebook users. This means an extended reach to a large number of people globally.

Direct Connection

Facebook Marketplace allows buyers and sellers to connect directly within the platform. It means better ways to build stronger relationships between brands and customers.

Page Customization

Facebook Marketplace allows customizing the product page. It also enables up to 10 image uploads. As such, you can attract more users to check out your product and make a purchase.

HOLIDAY TIPS AND TRENDS FOR FACEBOOK MARKETPLACE

Planning to sell on Facebook Marketplace this holiday season? Here are some tips and trends for Facebook Marketplace.

Boost Listings 

Facebook Marketplace offers tools to uplift the promotion of products and services. Leverage this tool to excel in holiday marketing. Just go to the Your Listing Section under a Facebook Marketplace account. Set a custom budget and duration for the list you want to boost, and click promote now to boost your listing.

Design Holiday Packing

Liven up the holiday spirit using Facebook Marketplace’s prepaid labels. Be sure to use the right boxes and sizes to avoid shipping returns and surcharges. In the Commerce Manager, you can buy and create a USPS shipping label. It will be printed and attached to your orders.

Enhance Customer Support

Facebook Marketplace emails sellers and traders under the following scenarios:

  • Customer Ask Questions
  • Disputed Claim or Chargeback Request
  • Make A Sale
  • Tracking Number for Shipping

Be sure to prepare auto-replies to quickly provide customer support. You can also reach out to your buyers via Messenger.

Get Ready for Holiday Shipping

For this holiday season, Facebook Marketplace offers to cover a $15 shipping fee for every item from 08 November to 31 December 2021. Brands and businesses just need to ensure that they will organize delivery scheduling via UPS and USPS. 

Plan Your Inventory

It is important to manage your inventory well during the holiday season. Expecting an influx of orders, you can plug key holiday dates to keep a full stock of products or services you offer. Do this through the “Manage Inventory” option of the “Manage Listing” tab on the Dealership Page. 

Strategize on Pricing

One secret to successfully selling your stuff on Facebook Marketplace is strategizing on pricing. Brands and businesses can make money. But a good rule of thumb is to list items at 50 percent or less than the original price. You may also search for similar items and pattern your price with them. 

Use Promotion Features to Attract Buyers

Facebook Marketplace offers promotion features to attract buyers. Brands and businesses should use them to boost their holiday sales. First, include relevant keywords or search tags for your items. Second, you can include a free delivery option for not-so-saleable items. Last, offering a refund and return guarantee can promote trust within your listings.

Reference: https://www.facebook.com/marketplace/learn-more/blog/2021-holiday-guide-for-facebook-marketplace-sellers/

How to Make the Most of Facebook and Instagram Shops During the Holidays

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The 2021 holiday season is here! Most social media platforms are finding ways to help brands and businesses boost discovery, engagement, and sales. A digital marketing speaker Hong Kong has noted that this year’s Christmas season will be festive, unlike last year, where the COVID-19 restrictions haunted the world.  

Today, eCommerce played a major role during the holiday rush. Facebook and Instagram Shops are great opportunities to ramp them up. Below, let’s heed some tips on how to make the most of Facebook and Instagram Shops during the holidays! The tips come from a video series shared by Facebook and collated by a video marketing agency Hong Kong.

WHAT ARE FACEBOOK AND INSTAGRAM SHOPS?

Launched on 19 May 2020, Facebook Shops are digital storefronts of Facebook Pages for brands and businesses. It allows them to upload catalogs of products and services to showcase them to target audiences. 

Facebook and Instagram Shops can be integrated as one. They can also be linked into click-to Messenger, Instagram Direct, or WhatsApp ads. They also provide a unified process to sell products and services in Facebook Marketplace. 

According to a social media agency Hong Kong, the introduction of Facebook and Instagram Shops has revolutionized eCommerce. People can now shop directly while browsing Facebook or Instagram without leaving the app. Many social media platforms followed suit. 

BENEFITS OF FACEBOOK AND INSTAGRAM SHOPS

Due to the COVID-9 pandemic, physical shopping transforms into digital buying. So far, Facebook and Instagram Shops have been the perfect options to replace them. They offer several benefits among brands and businesses such as:

  • Build an online presence. Catalogs on Shops can invite new audiences to a Facebook Page.
  • Capitalize conversion of your Page followers into customers. Showcasing shops on Facebook and Instagram Pages are highly likely to convert existing followers into loyal customers.
  • Extra window to expand eCommerce. Facebook and Instagram Shops make it easier and quicker for users to make a purchase. As such, it can boost eCommerce sales.
  • Maintain a brand’s global presence. Many regions can access Facebook and Instagram Shops allowing brands and businesses to market globally.
  • Reliable access point for online shoppers. Facebook and Instagram Shops guarantee secure payment gateways and shopping experiences.

HOW TO MAKE THE MOST OF FACEBOOK AND INSTAGRAM SHOPS DURING THE HOLIDAYS

Create Collections to Help People Easily Find the Products They Love

Collections allow brands and businesses to group products and offerings based on themes. During the holiday season, they can be best used to highlight seasonal offerings among Facebook and Instagram Shops. Create holiday collections to help shoppers find the perfect gift or wish list.

Get Your Catalogs Ready to Showcase Your Products

A catalog holds details about products and offerings that brands and businesses want to sell on Facebook and Instagram. High-quality visuals and complete descriptions can help customers easily discover items via search. Include at least 4 photos of each product in different angles to make sure that the product is accurately represented. Keep your inventory up-to-date to provide a better buying experience. 

Tag Your Products to Inspire Others to Buy Them

Tags can make Facebook and Instagram Shops more shoppable. It helps customers discover products based on categories or niches. The key is to tag different products at least three times per week to make them stay on top of the audiences’ minds. Try tagging across different formats. If you are launching a new product during the holidays, tag them ahead of the launches.

THE BOTTOM LINE

Christmas is a season of giving and shopping. Brands and businesses should find ways to take advantage of the holidays in boosting discovery, engagement, and sales via Facebook and Instagram Shops.

Reference: https://www.socialmediatoday.com/news/make-the-most-of-your-shop-on-facebook-and-instagram-for-the-holidays-info/609764/

Call for Government Regulation Among Social Media Networks

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Are you familiar with data privacy, GDPR, and IDFA? These policies have greatly affected social media networks. As such, the challenges behind people in social media lies in balancing freedom of expression and content moderation. 

A social media agency Hong Kong has noted a recent controversy about Facebook. A former Facebook employee became a whistleblower exposing questionable files about Facebook’s algorithms and policies. It surfaced on The Wall Street Journal and was now under investigation by the U.S. Senate. 

Due to similar incidents, Facebook and other sites now call for government regulation among social media networks. They clamor for standardization of content rules as they find it difficult to self-regulate. Let us have a basic look at such a call from Facebook!

THE FACEBOOK FILES

Last 16 September 2021, The Wall Street Journal published an article about Facebook’s double standard. It became the controversial content known as “The Facebook Files.” These are a series of leaked files exposed by Frances Haugen, a former Product Manager at The Social Network. 

A digital marketing speaker Hong Kong summarize the key discoveries on the report as follow:

  • Facebook has a different review process between high-profile and regular users. 
  • Facebook has been used by anti-vaccine activists to spread doubt and fear about the cOVID-19 vaccines.
  • Facebook has not done anything to reduce the potential harm that it has caused in developing countries.
  • Facebook studies revealed that Instagram can be harmful to mental health.
  • Facebook’s algorithm update for family and friends in 2018 was divisive.

These revelations are not new. Entities who have made thorough researches about Facebook have already noted these. Facebook itself has been addressing these elements and evolving its tools to counteract such negative issues. 

What made “The Facebook Files” more interesting is because a Facebook team member itself has made the exposure. Because Facebook greatly influence the American people, the U.S. Senate decided to make an investigation as a public concern. 

CAN EFFECTIVE REGULATION REDUCE THE IMPACT OF DIVISIVE CONTENT?

Every social media platform has its own algorithm and regulations. As a private company, they are entitled to their own discretions and preferences. For Facebook, the main focus is what makes sense. LinkedIn sorts feed based on what gives more value. Twitter amplifies content that receives better engagement. While TikTok highly attuned ranking based on the interests of its users.

As per Frances Haugen, a reform on the Section 230 Law should be made to regulate Facebook and other social media networks when it comes to content moderation. The Section 230 law is otherwise called the “Communication Decency Act.” It currently protects social media platforms against any legal liability from users of their apps. Holding social media platforms accountable for the impacts of their content moderation can balance freedom of expression and content moderation. The reform will apply equality among all social media users, too.

Effective regulation can reduce the impact of divisive content. The idea will reduce brands and people from posting engagement baits. It is because they will also be held responsible for any harmful actions and misinformation. As everyone will have a voice, everyone will have a platform to share their opinions and thoughts. 

THE CALL FOR GOVERNMENT REGULATION AMONG SOCIAL MEDIA NETWORKS

To set clear and fair rules, the king of social media is now calling for government regulation among social media networks. Facebook recently launched two short videos of their employees calling for federal regulations of social networks. 

The first video clip is an open conversation on privacy. It features Rochelle Nadhiri, the Strategy Lead of the Facebook Privacy team. Rochelle notes that their job is to help people understand their privacy. As it means different things to different people, Facebook’s privacy team made it clear that people should understand who has their data and how they will use it. Rochelle further asserts that federal legislation should give Facebook and other social media platforms guidelines for a consistent privacy approach. These guidelines should support internet regulations, including privacy. 

The second video clip is an open conversation on content regulation. Jack Clements from the Facebook Content team has been with Facebook for almost three years now. Jack notes that the job of a content moderator is tough. They make a lot of decisions, working in the spectrum of freedom of expression versus content moderation. Their toughest challenge is to constantly figure out where on that spectrum they should land. So, Jack mentioned that he does not know if it is right for a private corporation like Facebook to dictate those boundaries. Jack suggested that if the right adjustment will be made to Section 230 and improve regulation of the broader Internet industry, they can receive better guidance and help them with their toughest challenge.

Rochelle and Jack are just two of the 40,000 people working for the safety and security of Facebook communities. As they continue to take critical steps to secure the platform, they should be guided by government regulations to align with a consistent standard. 

THE BOTTOM LINE

Through the years, social media has expanded and improved. With such a huge boom, there is really a need for government regulation among these social networks. 

Reference: https://about.facebook.com/regulations/

Planning for Facebook Holiday Ad Campaign

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The holiday season is here! Many marketers are now planning for their holiday ad campaigns. According to a social media agency Hong Kong, Facebook adopts a different holiday approach and theme every year. This year, expect it to be totally different. As such, here is a guide if you are planning for a Facebook holiday ad campaign!

Enhance Your Website 

According to a digital marketing speaker Hong Kong, enhancing a business website for Facebook ads is a key to a successful holiday ad campaign. First, the website should be mobile-friendly as 98.5% of Facebook users access the platform on a mobile device. Most social media users logged in to their profiles to connect with the world and get ideas plus inspiration. Buying is not their main goal when visiting Facebook, Instagram, Twitter, etc. So, brands and businesses should ensure that their holiday ads are loading quickly to attract people’s attention and make a purchase. You can use Google’s PageSpeed Insights to check your website’s load speed and its performance on mobile devices. 

Another way to enhance your website for Facebook ads is to make the most of Facebook Pixel. The platform focuses on creating a great user experience, and such a code can boost data collection to replace pop-ups. Pop-ups can be annoying, and they can be enabled for a certain fee. To reduce this cost, install Facebook Pixel instead. It will allow you to track the activities of Facebook users on your website. As such, brands and businesses can find similar prospects and retarget Facebook ads on their holiday campaigns. 

Keep Your Facebook Product Catalog Updated

A Facebook Product Catalog is a collection folder of different products and services that brands and businesses offer. You can instantly connect these collection folders into Facebook Shops. Facebook strongly recommends keeping your Facebook Product Catalogs updated during the holiday seasons. Syncing them with your Facebook Shops allows real-time inventory sync. As such, holiday buyers will have an accurate idea of what items are available or not. 

You can also insert apply dynamic product ads on your Facebook Product Catalogs. It allows brands and businesses to retarget people who have shown interest in your products and services or have visited your websites. By reminding them of the item that has captured their attention, there’s a greater chance of boosting conversion during the holiday season. 

Plan Facebook Holiday Ad Campaign via Key Dates

There are important dates that brands and businesses have to keep in mind when planning for their Facebook holiday ad campaign. They are important to get better results in every step of the sales funnel. For example, a prospect may have abandoned a cart during the buying process. Enticing them with a seasonal discount can tempt them to complete the purchase. Here are some key dates to remember when planning a Facebook Holiday Ad Campaign:

  • October 31 – Halloween
  • November 04 – Diwali Festival
  • November 25 – Thanksgiving Day (USA)
  • November 26 – Black Friday
  • November 27 – Small Business Saturday (USA)
  • November 28 – Hannukah Festival
  • November 29 – Cyber Monday
  • December 04 – Small Business Saturday (UK)
  • December 18 – Super Saturday (last Saturday before Christmas)
  • December 24 – Christmas Eve
  • December 25 – Christmas Day
  • December 26 – Boxing Day (UK)
  • December 31 – New Year’s Eve

Marketers can map out their content for these key dates in advance to plan a more effective Facebook Holiday Ad Campaign.

Supplement Paid Ads with Facebook Organic Content

Facebook organic content is posted without paid distribution. They are content that brands and businesses create to lead their audience on the buying journey. A video marketing agency Hong Kong highlights the importance of engaging your Facebook followers consistently. It does not only promote brand loyalty. It also expands the reach of a Facebook page.

For a more effective Facebook Holiday Ad Campaign, brands and businesses should not solely rely on paid ads. They should supplement these paid ads with organic posting. Stories can be an authentic way to show behind-the-scenes. Teaser clips can stir excitement about an upcoming event or product during the holiday. GIFs, infographics, memes can be relevant highlights for a featured holiday catalog. Testimonials and other user-generated content can work as well. You can liven up the holiday spirit with the endorsement of happy customers.

THE BOTTOM LINE

Planning for a Facebook Holiday Ad Campaign is somewhat challenging. But with adept knowledge of Facebook’s features and tools, it will be easier to reach your goals. Good preparation can also make it better. Enhancing your website for Facebook ads can boost conversion among mobile users, which occupy a majority of Facebook audiences. An updated product catalog allows a great buying experience. It avoids the frustration of non-availability for holiday shopping. Last, combining the power of Facebook paid ads and organic posts can do great things on your holiday ad campaigns!

Reference: https://www.socialmediaexaminer.com/how-to-plan-facebook-ad-campaign-for-the-holidays/

Using Instagram Collab for Posts and Reels

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Collaboration is a vital part of Instagram communities. It helps brands, businesses, creators, and Instagrammers to connect better with each other. Last July, Instagram started testing “Collab” on posts and Reels. It is a means for Instagram accounts to co-author or partner with an Instagram feed post or story. A digital marketing speaker Hong Kong highlights the importance of “Collab” if a brand or business engages with influencer marketing on Instagram. In this article, learn how to use “Collab” and create effective “Collab” campaigns.

HOW “COLLAB” WORKS

Traditionally, there are two ways to partner on Instagram. The first one is to tag a brand or creator in a post as if tagging a friend. Such an option lacks transparency because you cannot differentiate between a personal and professional tag. The second way is to use branded content tag showing a post as sponsored. The downside of this option is that it is only available to a limited number of creators.

Recently, Instagram rolled out the “Collab” option. It became the third option to co-author or partner with other accounts, brands, or businesses. Instagram’s VP of Product, Vishal Shah, announced the feature via tweet. The “Collab” label allows an Instagram user to tag another account as an invitation for partnership. Once the request is accepted, both accounts will show as co-authors of a post or story. Followers of both accounts will see the post on their headers. Reactions received by a “Collab” post or story will be grouped under both accounts. These include comments, likes, and shares. 

A social media agency Hong Kong notes that “Collab” tags are available for all public accounts regardless of their audience size. Using “Collab,” a user can tag 20 accounts in total. For example, a user can tag 10 people (normal tags) and 10 collaborators (collab tags). The user also has the option to tag zero people and 20 collaborators. 

Collab is thus a more straightforward way to show partnerships on Instagram. “Collab” makes it easier and faster to share partnership content. It allows both partners to get full credits on a feed post or story. It also boosts conversions and reaches by promoting transparency among followers. Currently, “Collab” is available in India, Ireland, and the UK. Instagram is gradually rolling it out to other regions globally.

Using Instagram Collab on Feed Post

A feed post is an original type of content on Instagram. They can either be a single photo, a carousel of multiple images, or a short video. These types of content stay on an Instagram profile unless the account holder chooses to delete them. Feed posts are the first type of content that a visitor will see on an Instagram profile. 

To create a “Collab” via feed posts, upload an image, multiple images, or video. Then tap “Next” to view your post setting.  Under the tagging tab, choose the “invite a collaborator” option and start tagging brands or friends. Once you’ve chosen a collaborator or collaborators, tap the checkmark to confirm. You will see a quick summary of the collaborators you’ve tagged. You can go ahead and publish your feed post once satisfied. For “Collab” to show on each tagged account, the account holder should approve the tag first. So, it may take a while before the feed post shows up in their accounts.

Using Instagram Collab on Reels

A video marketing agency Hong Kong strongly recommends using “Collab” on Instagram Reels. They are short music videos that resemble TikTok clips. Reels have a dedicated tab on Instagram’s main feed. They also show up in multiple spots like feed posts and Stories.

To create a “Collab” via Reels, upload your recorded video as Reels. Then tap the tag option to access the “Collab” label. Choose the “invite a collaborator” option and start tagging brands or friends. Once you’ve chosen a collaborator or collaborators, tap the checkmark to confirm. You will see a quick summary of the collaborators you’ve tagged. You can go ahead and publish your Reels once satisfied. For “Collab” to show on each tagged account, the account holder should approve the tag first. So, it may take a while before the Reels show up in their accounts.

THE BOTTOM LINE

Using Instagram Collab for posts and Reels has several benefits as they share the same characteristics. They may probably be the reasons why Instagram restricted the use of “Collab” labels on both types of content. 

  • Both feed posts and Reels are permanent IG content. They stay on an Instagram profile unless the account holder chooses to delete them.
  • Both feed posts and Reels can use shop tags. 
  • Both feed posts and Reels show up on the Explore page.

In general, brands and businesses can boost their marketing posts through “Collab” on posts and Reels.

Reference: https://www.socialmediaexaminer.com/how-to-use-the-instagram-collab-feature-for-posts-and-reels/

Key eCommerce Trends to Watch Out For

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When you think of cherry on a cake, eCommerce is not about it. Rather, eCommerce is a new cake. It is a relatively new field in digital marketing. It started way back in 1972 and has now boomed after the COVID-19 pandemic. 

A digital marketing speaker Hong Kong notes that the Electronic Data Interchange spearheaded the foundation of eCommerce in 1960. It was designed to replace email and fax for data exchange and trading. In 1972, a team of Stanford students made the first online trading. They sold cannabis to MIT students via the Arpanet. In 1992, the first eCommerce site, Book Stacks Unlimited, was created. It eventually became Barnes and Noble today. Five years later, Dell became the first eCommerce site with online sales of $1 million. 

Since then, there has been no stopping in the developments and trends of eCommerce. Modern technology has put online shopping on the map. Top eCommerce websites like Amazon, BigCommerce, GoDaddy, Shopify, Wix, and WooCommerce have organized eCommerce categories. PayPal has made the online shopping process seamless in 1998. Social media websites have also allowed the integration of eCommerce sites within the pages of modern brands and businesses. Below, let us check the key eCommerce trends to watch out for today!

WHAT IS ECOMMERCE?

eCommerce stands for electronic commerce. It is the buying and selling of goods and services using the internet. It is a substitute for physical stores. Modern business typically maintains both brick-and-mortar stores and eCommerce shops. eCommerce covers four major categories. These are:

  • B2B (business to business)
  • B2C (business to consumer)
  • C2B (consumer to business)
  • C2C (consumer to consumer)

eCommerce is a digital version of mail-order catalog shopping. Businesses and consumers can transact using computers, desktops, smartphones, and tablets, via eCommerce. It offers a wide range of products and services. The line can be anything you can imagine – from books, financial services, music, plane tickets, to unique offerings. As such, eCommerce is considered a very disruptive technology.

Many brands and businesses were able to establish a wider market presence through eCommerce. A social media agency Hong Kong highlights that eCommerce stores have connected to the world. They make the discovery and distribution of goods and services cheaper and easier.

KEY ECOMMERCE TRENDS TO WATCH OUT FOR

  • AI powers personalized experience among eCommerce shops. Most brands and businesses today use artificial intelligence (AI) such as big data, chatbots, and machine learning. They are becoming a mainstream element of eCommerce sites. Big data provides effective purchase recommendations. Chatbots make it possible to provide customer support 24/7. Machine learning helps brands and businesses segment their audiences based on demographics and online activities. All these factors make online shopping highly targeted. As such, brands and businesses have increased conversion making the return on investment highly positive. 
  • Consumers are becoming more environmentally conscious. Today, modern consumers are becoming conscious of how their purchases affect the environment. As they become exposed to the impacts of global warming, the more they become environment-conscious and socially responsible. A big impact on eCommerce is that 73% of global consumers would change their shopping habits to reduce harm within the environment. They are even willing to pay a premium price for eco-friendly brands. As such, brands and businesses should support sustainable development goals. 
  • Mobile eCommerce is enormously becoming an omnichannel experience. Today, around 7.1 billion access the Internet using smartphones or mobile devices. In 2021, around 73% of eCommerce sales are expected to take place among mobile devices. It is because of the ease of payment and shop integrations between social media apps and mobile shopping apps. A video marketing agency Hong Kong even notes that product tags added on video ads direct viewers to a checkout cart. By making the buying experience faster and seamless, mobile eCommerce is a key trend to watch out for among brands and businesses.
  • Social Media users are increasingly engaging in branded and shoppable content. eCommerce has now conquered social media networks. Modern consumers, especially millennials, discover brands, products, and services through their social media feeds. In fact, 113 million users tap on shopping posts to learn more about products and services. As they do not interrupt the reading and viewing experience, images and video ads significantly boost conversion and sales among brands and businesses.
  • Voice shopping is creating a significant impact online. Modern mobile users are using voice commands more often. They are an effective alternative to text and word search. Voice assistants like Alexa and Siri offer personalized shopping recommendations. As such, voice shopping is creating a significant impact on eCommerce. It allows faster search and checkouts with less screen time. Voice search is powered by automation. It also makes shopping more convenient and seamless. For most eCommerce brands and businesses, they are the key to a positive buying experience.

Reference: https://www.socialmediatoday.com/news/future-ecommerce-trends-to-watch-out-for-infographic/604945/

Digital Marketing Automation Versus Personalization

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We are now in the age of artificial intelligence and machine learning. Augmented reality and virtual reality have both become an integral part of social media platforms. Facebook spearheaded AR glasses in partnership with Ray-Ban. The visual search engine, Pinterest, enabled AR try-ons for online makeup shopping. While Snapchat patented bitmoji fashion. Even chatbots are now dominant in messaging apps and significantly replacing shop assistants.

A digital marketing speaker Hong Kong raises the question of whether digital marketing automation is much better than personalization. This is because automated shop assistants and chatbots are designed for a general audience persona and most common queries handling. They may very well provide efficient and fast ad targeting and customer service. But they may sometimes fail to identify the target audiences with complex concerns and high buying intentions. Below, let us discuss digital marketing automation versus personalization.

WHAT IS DIGITAL MARKETING AUTOMATION?

A social media agency Hong Kong defines digital marketing automation as software platforms using AI or machine learning to manage marketing tasks. These include email sending, messenger chatbots, social media posting, website management, etc. Using a single tool, advertisers and marketers can simplify ad targeting and client communication through digital marketing automation tools. The use of technology makes it easier for them to manage repetitive tasks. As such, they give advertisers and marketers more time for creative planning and operational efficiency. The key focus of digital marketing automation is efficiency, speed, and revenue. 

Some of the most famous digital marketing automation tools today are:

  • Customer.io
  • Exponea
  • Hubspot
  • Lead Squared
  • Marketo
  • Ontraport
  • Oracle Eloqua
  • Pardot
  • Sales Fusion
  • Sendinblue

WHAT IS DIGITAL MARKETING PERSONALIZATION?

Digital Marketing Personalization is addressing the unique needs and preferences of an individual consumer. It means tailoring a positive buying experience based on the online user’s browsing behavior, demographics, previous actions, and purchase history. It is also called one-on-one marketing. This is because digital marketing personalization analyzes ad and campaign targeting through individual online activities. The process largely depends on analytics and insights. It is about showing the right ads to the right person at the right moment. If the key focus of automated digital marketing is efficiency, speed, and revenue, digital marketing personalization focuses on the audience, suggestion, and timing. 

Digital marketing personalization is about building connections. It is not a straightforward marketing technique. Instead, it educates the audience first before promoting products and services. This makes digital marketing personalization very challenging. Advertisers and marketers need to spend time researching the pain points of their buyer’s persona. Afterward, they need to formulate the problem and highlight a brand as the best solution for the problem. By bringing the audience to the buying journey through authentic stories and testimonials, such a process converts the audience into loyal customers of a brand or business.

DIGITAL MARKETING AUTOMATION VERSUS PERSONALIZATION

Today 9 out of 10 marketers use one or more digital marketing automation tools. They were able to decrease marketing spend by 12.2% and increase sales productivity by 14.5%. These tools have also resulted to boost lead qualifications by 451%. The main challenge with digital marketing automation is delivering personalized content. They perform best when it comes to general and repetitive tasks. But they cannot appeal to unique customers as salespeople do. The integration of data, lack of technological skills, and technology shortfall also serve as barriers to digital marketing automation.

Modern consumers are very smart and a lot of choices are available to them because of the stiff market competition. Social media platforms pave the way to discovering new brands, products, and services through personalized ad targeting. Personalized emails increase transaction rates by 600%. Digital marketing personalization reduces acquisition costs by 50%. They have also facilitated sales conversion among 44% of a targeted audience group and other CTAs by 202%. These are the reasons why big corporations like Coca-Cola, Netflix, Sephora, and Wells Fargo, together with 89% of global digital businesses, prefer digital marketing personalization. 

THE BOTTOM LINE

Both digital marketing automation and personalization have proven to work among brands and businesses today. The key to a successful digital marketing strategy is to use both automation and personalization to complement each other. Automation makes it easier for businesses to manage repetitive marketing tasks. They have also allowed brands to provide 24/7 online customer support. 

But no technology can ever replace the human touch. As modern consumers seek self-service tools, they also crave special and unique interactions. Personalization is the answer to such a need. By evoking customer emotions through personalized ads and campaigns, marketing can most likely result in higher conversions. 

If you are called to choose between building communities and selling, we recommend choosing digital marketing personalization over automation. Efficiency and speed can greatly result in revenues. But focusing on the audience builds brand loyalty and trust, which, moving forward, can greatly sustain a business.

Reference: https://increasily.com/choose-marketing-personalisation-over-automation/

How to Generate Leads and Inquiries Online

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More than half of global marketers allocate a budget for lead generation. There are 3 major strategies that they use to generate leads. These are through email, events, and content marketing. Around 82% believed that content marketing is the most important tactic. But the major question is – how do you generate leads and inquiries online? Here’s how!

According to a social media agency Hong Kong, it only takes 6 hours daily to reap the benefits of lead generation in social media. Having a content calendar for Facebook, Instagram, LinkedIn, and Twitter can even shorten up the time. The process also includes tracking inbound leads from Google and YouTube. Below are some techniques every brand or business should use to generate leads and inquiries online.

Email Nurture Campaign

If you want to sustainably generate leads and inquiries online, an email nurture campaign can get you closer to making people say “maybe” and then “yes” to your products and services. They can also keep your brand on top of their minds. 

There are 8 types of emails that you should include in your campaign. 

  • Welcome email to start a partnership.
  • Dedicated email for one-time offers.
  • Email newsletters for your brand’s updates.
  • Promotional emails to recommend blog posts, discounted offerings, eBooks, webinars, etc.
  • Re-engagement email to establish connection and goodwill among inactive followers or subscribers.
  • Review requests from happy customers to build up user-generated content (UGC).
  • Sponsorship email to display paid ads.
  • Transactional emails to complete a customer’s action. These may include a welcome email after someone registered on your site, a thank you email after making a purchase, etc.

Some pro-tips for an email nurture campaign are to ask what you want your customers to feel, direct your customers to a clear call to action (CTA), and use templates to speed up delivery.

Explainer Videos

As the attention span of modern consumers dwindles, people no longer have the patience to read long blog posts. People are more likely to engage with a brand’s product or service if there is an explainer video on how it works and the benefits they give. Reports showed that 66% of people prefer short videos in learning more about products and services. Around 84% of them were convinced to make a purchase after watching. 

To make explainer videos more effective, a video marketing agency Hong Kong recommends trying to keep them as short as 60 seconds. Putting a clear call to action in the middle of the roll results in the highest conversions. Brands and businesses should also repurpose and reuse videos creatively in different forms.

How-To Guides

How-To Guides are outlines of a step-by-step process that someone has to follow to complete a task. They help earn repeat business and a sense of trust with your customers. Before creating how-to guides, search the web to see if they already exist. Duplicating content may be confusing to searchers. They can also affect the SEO of your website. Ensure that you use eye-catching designs that are easy to download and understand.

Landing Pages

A landing page is a dedicated page on a website where customers touch down after clicking an email or paid ads. They are also designed to be SEO-friendly and to capture organic traffic. Thus, landing pages are all about conversions and destinations. To generate leads and inquiries through landing pages, here are the basic elements that it should include:

  • An attention-grabbing headline
  • At least 2 compelling CTAs positioned in a prominent space
  • Compelling design through a combination of colors, fonts, and imagery
  • Hyperlinks in the body copy for backlinking
  • Subheadings for ease of reading
  • Targeted contact forms
  • White spaces to promote clear messaging

Long-Tail Search Queries

Long-tail search queries are great SEO tactics. They work both for text and voice searches. A digital marketing speaker Hong Kong defines them as keywords or key phrases of very specific searches among online users. They do not generate much traffic, but they usually have higher conversion rates. This is because the more targeted your content marketing is, the greater is the chance to find your desired customers. Long-tail keywords and key phrases tend to be problem-based. They offer solutions that customers are more likely to buy in the future. Some pro-tips to creating long-tail search queries are building trust through helpful and well-researched content, creating a blog post that responds to long-tail keyword searches, and showcasing the solutions offered by your products and services.

Social Media Competitions

There is no better way to increase brand loyalty, engagement, and followers on social media than running competitions or contests. They can also boost generating leads and inquiries online. Such promotions are aimed at the follower and target audience of a brand or business in social media. As they offer prestige and prizes, it is a great opportunity to capture helpful information from the participants. To drive leads, make sure you capture the data of entrants for future targeting. Keep the mechanics accurate and simple. Offer relevant prizes to further promote the branding of your niche.

Webinar

The word webinar is a blend of two words – “web” and “seminar.” It means a virtual event discussing topics among a small group of online audiences. Hosting purchase-driven webinars can greatly help generate leads and inquiries online. As you educate your target audiences, they add value to your products and services. The key is to capture their data by including important contact details all throughout. Ensure that your slides are branded and make it easy for participants to ask questions.

Reference: https://www.socialmediatoday.com/news/marketing-for-winners-7-powerful-ways-to-generate-leads-inquiries-online/603204/

The How and Why of Speeding Up Your Social Media Response

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Modern consumers have changed a lot since the discovery of the Internet. The availability of a lot of information online made them more connected, more educated, more informed, smart, and socially responsible. According to a digital marketing speaker Hong Kong, a great marketing strategy is to consistently interact with the consumers. This is to gain new customers and retain the existing ones. 

A social media agency Hong Kong, social media has become the best way to connect with your customers in real time. By interacting with them and responding to their queries, brands and businesses can discover what they are feeling, saying, and thinking about them in just a matter of seconds. Around 80% of consumers expect to get a response to their social media comments and messages within 24 hours. Below, let us tackle the how and why of speeding up your social media response.

THE NEED TO SPEED UP YOUR SOCIAL MEDIA RESPONSE

It’s a no-brainer. Nobody wants to be purposely ignored. Imagine yourself going to a store. You’ve seen a new model of your favorite sneaker brand. You are very much excited and willing to buy it, but you have just one last question. You go to the front desk and ask your query. But you’ve got no response. You have then waited for hours and even days to get an answer, so it made you frustrated. This is exactly how consumers in social media feel when they get a delayed or no response from their comments and messages. 

Social media is a platform to foster connections and build communities. As such, taking a traditional approach in broadcasting your messages to the public may not work well to grow a brand or business on social media. Under this old-fashioned approach, most brands do not reply at all or struggle to reply in a timely manner. Such negligence leads to loss of business and customers. Around 39% of social media consumers will no longer engage with a brand or business that has a delayed reply or never replied to them. Neglecting to respond timely to an angry customer is pivotal for them to stick to your brand or not. 

Speeding up your social media response makes you more competitive. There are 44% of social media consumers who distinguish a brand or business from its peers through their response rate. If you never reply fast enough to customer queries, competitors are just a DM or tweet away. If you reply timely to their queries, you can most likely close a sale, increase revenue, and promote brand loyalty.

HOW TO SPEED UP YOUR SOCIAL MEDIA RESPONSE

More than 39% of social media consumers expect a response from their comments and messages within 1 hour or 60 minutes, while the average social media response rate among brands today is 5 hours. So, how do brands and businesses bridge the gap? Here are some tips on how to speed up your social media responses.

Automate Your Inbox

Automating your inbox in social media means gathering conversations on your social media pages all in one unified inbox. As such, it helps brands and businesses manage their messages faster. An automated inbox features tools such as auto-replies, comments filtering, spam combatting, etc. You can also assign conversations automatically to the right members of your team to handle them. Through an automated inbox, brands and businesses can also use saved replies such as business locations, pricing information, product specifications, etc. But for complex user queries, a personalized response is needed. So, there is still a need to balance quantity over quality. There are also times when the customer may need to know that help is on the way. This is to let them know that you never ignore them. An email or message auto-responder may also help. This may seem to be old technology. But it sets proper expectations among customers. 

Classify and Organize Incoming Messages

Classifying and organizing your incoming messages can also help speed up your social media response time. Through the use of subject or topic tags, brands and businesses can filter messages easily and forward them to the concerned team. For example, you can label sales inquiries as a priority list. While you can label shipping-related messages to forward them to your logistic team for faster transactions. Brands and businesses should create a triage system to label messages according to different levels of priorities and tags. As such, designated teams can efficiently and quickly respond to them. 

Use a Social Media Dashboard

The best way to speed up your social media response is by using a social media dashboard. It is a piece of software that allows brands and businesses to manage their social media presence across multiple channels using a single interface. A social media dashboard is like customer service software. It stores every single communication and interaction that a brand or business has with the customers. As such, an admin can look back to better understand the customers. Using a unified social media dashboard helps you respond to comments, mentions, questions, and reviews in one place. It saves you time from logging in and out to different sites. 

THE BOTTOM LINE

According to modern consumers, the most important attribute of a great business in social media is their fast response time. Thus, brands and businesses should speed them up to make their customers happy. Always remember that your customers are your source of revenue!

Reference: https://sproutsocial.com/insights/social-media-response-time/