by Marianna Muscat | May 6, 2020 | Mobile Marketing
If your mobile marketing campaigns are not yielding measurable results that help your profitability and business growth, you’re wasting time and money. The aim of mobile marketing should not just be to create beautiful visuals and marketing materials, it should be to find new customers, retain current ones and increase your business’ revenue
Perhaps the above is stating the obvious, but how do we actually measure these variables? Well, in order to do so, you need to focus on a set of central key performance indicators (KPIs). Here are the four main KPIs your mobile analytics should be tracking daily so as to ensure you aren’t just ‘winging it’ with your marketing efforts:
4 Main KPIs to track in your mobile marketing
1. (Cpi/Cpa) Cost per Install and Cost per Acquisition
This is a question of the feasibility and profitability of your business, as well as the cost-effectiveness of your mobile marketing. Whatever analytics system you are using, make sure it can tell you exactly how much it costs you to acquire one new user/customer. You can then adjust your marketing budget accordingly or, if all goes well, have real figures to take to your finance department when they question your ad spend.
2. (CLTV) Customer Lifetime Value
This crucial metric tells you how much gross profit is generated by a single customer over the entire time you are doing business with them. It’s calculated by multiplying the average period payment (say your monthly or annual subscription fee) by your average gross margin and the number of periods the customer is expected to be with you. Together with your CPI/CPA measurements, this metric enables you to work out and project the profitability of individual users and groups of users. This helps you know where to focus your marketing and customer retention efforts.
3. (DAU) Daily Active Users
Acquisitions are fine. But, they mean little to your business in the long run if they don’t translate to consistent, regular customers. This KPI enables you to see how many active customers you have and to set goals for their retention, as well as for the addition of new active customers and the targeted acquisition of more.
4. Impact on Revenue
What is the net impact of your mobile marketing on overall revenue for the business? This is something you can and should measure. It is perhaps the simplest KPI to measure. The figures acquired from this, together with your user data, will often enable you – or your analytics software – to calculate the three KPIs above, as well as a range of others.
If you want to improve your mobile marketing efforts, you need to start using analytics and tools to ensure that your efforts are targeted and scientific and that you have statistics to help you make sound decisions. Using analytics can help you to see which of your efforts are working and which are not, giving you the information you need to redirect your strategies. Contact WSI OMS, mobile marketing experts, to help you to adapt and refine your campaign.
by Marianna Muscat | May 4, 2020 | Digital Media Marketing
Move over conventional and traditional ways of advertising and make room for digital marketing in an age where consumers are always online. In this regard there are two front runners that any business should seek to use: Facebook ads or Google ads. The effectiveness of either platform is debatable and we shall endeavour to find out who delivers the best results and return on investment.
The pros and cons of digital marketing
At the core of any online advertising exercise, you have to factor in the cost of the entire project over the long term. Which is cheaper-Facebook ads or Google ads? Examined individually, both have their pros and cons. Facebook ads are markedly cheaper and are likely to achieve better results for small businesses who have a small online advertising budget. On the other hand, Google ads are ideal for location-based results. The online advertising budget in this regard can be markedly bigger and a tad expensive. Because Facebook is a social network, their ads tend to reach a much larger audience regardless of location and locale. What is more is that you can use the ‘post boost’ function on the social network to widen your scope and reach more users.
The verdict for digital marketing
Admittedly, Google is the biggest thing to happen to the internet unlike Facebook which is prohibited in some territories. It serves over 2.3 million searches every second and AdWords is used by more than 4 million advertisers. With such a massive reach, there’s no reason why you shouldn’t advertise on Google’s ad network. This is what most of the businesses think and this is why they can’t resist running a digital marketing ad campaign on AdWords. Further, it is with Google ads that search engine optimisation is more effective as your ads are more likely to appear during a search.
Need help with your digital marketing? Then contact WSI OMS today.
by Marianna Muscat | Apr 29, 2020 | Mobile Marketing, Social Media Marketing, Social Networking
South African’s, whether urban or rural, are all using mobile phones to access information on the latest news or search for products and services. Marketing strategies must now adapt to include mobile marketing. Every business should have a mobile-responsive website designed to respond to the screen size of the device used by its customer. This kind of positive user experience will make customers stay on your site longer, instead of moving on quickly.
Snapchat, a mobile messaging application (“app”) used to share photos, videos, text and drawings, are very popular with Millennials and Generation X, probably because the downloading of the app and sending of messages are free. Snapchat is not known to be marketing-friendly, but with the introduction of Snapchat Discover, this has changed slightly. Snapchat Discover is still not user-friendly for small businesses, but it is a good platform to get inspiration for the Facebook or Instagram story content of your business.
What Is Snapchat Discover?
Snapchat Discover is a page on the Snapchat app that shows story-styled content from brands, major influencers and brands that partner with Snapchat.
How Do Big Brands Use Snapchat Discover?
Let’s look at how National Geographic and Harvard Business Review use Snapchat Discover for visual storytelling.
National Geographic
National Geographic posts content to Snapchat Discover similar to what you might see on its television channel or magazines. However, because platforms such as Snapchat are so fast-paced, National Geographic often adds interactivity to their Stories. Their Stories also read more like fun-facts or news bytes, to keep users engaged. Exposed to the National Geographic brand on Snapchat, users might even start following them on other channels.
Harvard Business Review (HBR)
Harvard Business Review uses Snapchat Discover to tell easy to understand Stories about complex topics that include technology, finances, global warming, academics and job seeking. A mix of harder content and advise-orientated content, Harvard Business Review uses a mix of snap-based Stories, swipe-up Stories, video, animation and even interactive elements such as polls or quizzes.
Connect with WSIOMS if you want to start communicating with your target audience on their preferred platform and use mobile marketing to promote your business.
by Marianna Muscat | Apr 20, 2020 | Instagram, Social Media Marketing
Social media platforms such as Instagram have a unique community culture. Actively understanding and participating in this community takes time and effort. If you consider Instagram a focus-platform for your 2020 marketing strategy, here are some statistics to support that choice:
- 95 million posts are shared on Instagram every day
- 1 billion people use the platform every month
- 500 million people use Instagram Stories daily
- 63% of users log in at least once a day
- 28 minutes is the average time users will spend on the platform every day
- 18 to 34-year olds are the most active age group.
There is one Instagram strategy that brands seem to be using above all others, and that is the implementation of user-generated content (UGC).
What Is User-Generated Content (UGC)?
User-generated content is the sharing of user’s photos in your social media or other platform campaigns. Once you identify potential content, you will reach out to the owner and ask them if they would like to participate in your campaign. Campaigns might include photo contests with give aways and product or company reviews. Getting people to tag their friends, through your call-to-action (CTA), seems to drive the largest Instagram follower growth in the shortest period.
Why Is User-Generated Content (UGC) Important for Your Brand?
Providing content that your audience loves will build a vibrant, engaged community. If Millennials, with their growing purchasing power, are your target market, user-generated content might result in sales as they trust user-generated content more than other types of media. The reason? The creator of user-generated content has no ulterior motive other than to add to the digital conversation. So, the lesson is to be authentic in everything you do.
What Is the Start of Your User-Generated Content (UGC) Campaign?
The start of your campaign is deciding what you want all user content to ‘say’ about your brand, product or company culture. Consider these questions:
- What makes your brand or product unique?
- What makes your company culture unique?
- How do you want others to see your brand or product?
- What might people not know about your brand or product?
- What compelling stories must your chosen users tell?
- What is the most beautiful and engaging way to present your brand or product?
Now you can start searching for great user content either by hosting social media contests (with give aways) or actively seeking users through hashtags or social media tools.
WSI OMS in South Africa will support you and your business if you consider Instagram a focus-platform for 2020. Contact us, and we will manage your Instagram community with you.
by Marianna Muscat | Apr 16, 2020 | Instagram, Social Media Marketing
You are already using social media optimisation services as content is regularly added to your social media profiles and website, and you are tracking and capitalising on traffic and visitor trends. Yet, you want to grow your exposure even further and are, therefore, considering using influencers to promote your product or service. But, how do you measure the success of an influencer? Especially now that Instagram is hiding ‘like’ counts from everyone except the account holder?
Instagram decided to hide the ‘like’ counts because they wanted to create a more welcoming environment where users feel comfortable expressing themselves. They are already hiding ‘likes’ in Australia, Brazil, Canada, Italy, Japan, New Zealand and the United States, with South Africa no doubt on a future list. Here are 3 ways to measure influencer success on Instagram, without the ‘likes’:
Measure Influencer Success With Verified Content Views
Very few followers actually see the latest social post of any particular influencer, no matter what time of day the content is shared. To establish a credible measurement strategy that will overcome current and future platform changes, you should build your influencer plan around verified influencer content views.
Measure Influencer Success With Meaningful Engagement
‘Simple’ engagement will continue to be a measurement method as agencies, their clients and influencers have attributed value to this method for years. But you want meaningful engagements where comments are thoughtful and relevant, allowing followers to genuinely engage. To achieve meaningful engagement, the quality of your content is important.
Measure Influencer Success With Sales Conversion
The best measure of influencer success is traceable sales conversion. The ability to directly drive sales and make direct attribution to influencer content is becoming routine as social referral to eCommerce sites has risen extensively. Social media platform add-to-cart capabilities is just one of the ways to measure the connection between content and conversion.
WSI OMS can guide you on the use of Instagram influencers if you want to grow your company’s social media presence. Contact us today to optimise your social media presence.
