In Part III of “The Datacrushers Guide to eCommerce Visual Marketing,” we will continue to explain off-site visual marketing tactics and methods for eCommerce Merchants, from start to finish. The focus of this section is social media and shopper engagement. So, whether you are a marketing novice or veteran, this guide has something in it for everyone – regardless of budget or skill level. Everything discussed here plays a role in the fight against cart-abandonment, and the revenue recovery process. (Click here to read part II).
Social Media: Distilled
These days, eCommerce retailers must have a social media presence to survive. It is an absolute requirement of any omnichannel marketing strategy. Especially since many retailers are increasingly relying on social media platforms as a primary point of communication to keep shoppers up to date on the latest deals.
This connection helps business direct traffic into their sales funnel, directly contributing to conversions (sales). For example, the average click-through rate on Facebook is 0.90%, while the average conversion rate stands at a staggering 9.21%. But that’s across all industries, and it doesn’t take into account factors such as the size of a specific audience or marketing budget.
One of the key reasons social media has become such a successful flashpoint for eCommerce marketing activity is because these platforms can legally gather essential user data in a way that only the NSA can match. So, information such as age, gender, location, income, education, employment – user demographics that no one else can glean as easily – is collected to enable pinpoint user targeting for marketing campaigns.
All social media platforms collect this data, and with so many different choices to choose from, when it comes to your target audience, the big question is: who to target, and where? This is where social media demographic data enters the equation.
Social Media & User Demographics:
Social Media user demographics is the data that makes all the difference when running a campaign. Here are the key facts surrounding this data according to recently released findings by the Pew Research Center:
- Population: 69% of US adults use at least one SM platform.
- Per age group % using at least one social media platform: 18 – 29: 88% | 30 – 49: 78% |50 – 64: 64% | 65+ :37%
- Popularity: Facebook takes the helm with 68% of adults on the platform, followed by Instagram at 35%, Pinterest 29%, Snapchat 27%, and WhatsApp 22%.
- Daily Usage: Facebook 74%, Snapchat 63%, Instagram 60%, Twitter 46%, YouTube 45%.
Now that you understand the basic demographic data, it should be easier to decide where your investment in marketing is likely to deliver the best results. This is especially important since all major social media platforms implement some form of pay-per-view advertising (also known as ‘audience reach’). This means that the more you pay, the more views an ad is likely to get. Thus, a higher likelihood of audience engagement, and increased conversions.
Making The Most of Facebook, Twitter, Instagram, Pinterest.
Social media has become such a successful marketing flashpoint because these platforms make it easy to integrate images and videos into marketing and advertising campaigns. Now, ideally, if you can maintain a brand presence on all the major platforms, that is the way to go. Here we will detail some of the fine differences between the major platforms.
Facebook: 1.9 Billion Monthly Users: Best for 18 – 49 age group:
Twitter: 317 Million Monthly Users: Primary user base is aged 18 – 29 years old:
Twitter fails to be image and or video friendly unlike the other platforms on this list (it tries as hard as possible to be, but comes up short). However, it is a fantastic platform for quick updates – especially when those updates include URL’s and hashtags.
Instagram: 600 Million Monthly Users: 90% are under the age of 35:
Instagram is interesting because on the one hand, it’s simple for users to use, on the other hand, it wants to be Facebook when it grows up – despite being owned by the company. Nonetheless, it is a fantastic platform for sharing bite-sized news and images with followers.
Pinterest: 317 Million Monthly Users: Evenly split between the 18 – 64 age group:
Pinterest is really useful for following along with products, brands, and news that interests users on a personal level. Unlike other platforms, it is personal. This is great for marketing since companies are not worried about competing with a users family and friends for views and engagement.
A few pointers that apply to all social media marketing campaigns: First, choose your image based on who it is that you are targeting – images should resonate with their audience on an intrinsic level. Second, tests a variety of images to see which ones get the best response from viewers. Third: Context makes a difference, the more the viewer understands from the image, the better it is likely to have an impact.
Off-Site Video Marketing: YouTube, SnapChat, or Instagram?
When it comes to off-site marketing, we cannot ignore the massive role video has taken on. Naturally, the question becomes “which dedicated video platform should you use to market your business?”
The short answer is “all of them.” The long answer is “it depends on who you are after.”
YouTube: Has 1 billion monthly users and reaches more 18 – 49-year-olds in the United States than cable TV. It Is great for all ages and demographics. It is a catch-all for connecting with the largest number of people and bringing them to your site. Plus, YouTube videos can easily be embedded in web pages and emails. They can be viewed on every device with a screen, and do not require the dedicated YouTube app to watch videos.
Snap-Chat: Enjoys a modest 300 million users per month, and targeted marketing reaches 41% of 18 – 34-year-olds on the platform. It is a great video platform for connecting with millennials.
Instagram: Has 600 million monthly users, 53% of which use the platform to follow brands that they like. Like Snapchat, it’s a great platform for connecting with millennials. Unlike Snapchat, it is owned by Facebook and makes good use of the platforms user demographic database for serving up targeted ads.
Video Resolution: 4K, 1080p Or Something else?
When creating original video content, the resolution matters. These days, it boils down to this: 4K or 1080p. So, what are the practical differences between the two?
4K Ultra HD (UHD) is the latest standard for content, but it needs a significant investment in hardware (newer computers, cameras, and displays) to properly create. For those who can spend the money, it is recommended to film content in 4K, but not an absolute “end-all-be-all” requirement. Viewers who have newer computers and fast internet connection often prefer to watch 4K content when available. Right now, the main reason to consider filming content in 4K is that it will be future proof for many years to come.
1080p Full HD (FHD) is a solid choice for video content. These days many-low end computers can edit FHD footage without a hiccup, and dedicated FHD video cameras are inexpensive. The quality of the video itself is good, and viewers will be happy with it regardless of what device they are using to watch it. And unlike 4K, FHD video streaming does not require a very fast internet connection.
As for other video resolutions: Do not bother filming content below FHD – it is just not worth it in this day and age.
There are countless ways to go about running off-site visual marketing campaigns. And when it comes to social-media, the potential for what eCommerce retailers can do is almost unlimited. To recap, the five critical points are as follows:
- Analyze the demographics to decide who it is that you want to target.
- Based on the demographics, pick out a social media platform that makes the most sense relative to the target demographic.
- The money is in the messaging. Post wisely and frequently.
- Videos are important, and YouTube is always a safe bet.
- Marketing efforts that don’t include a dedicated call to action (CTA) and landing pages are a surefire way to waste time, money, and energy.
That sums up everything you need to know about off-site eCommerce marketing. Now we can move on to the final, and last part of this guide. That part being, the role of AR/VR and 5G in the future of eCommerce. Stay tuned!
Founded in 2015, Datacrushers uses Machine Learning and A.I. along with NLP to identify and recover revenue loss, cart abandonment and discover new revenue sources across any site. The revenue discovery platform completes the deep ongoing analysis of eCommerce websites by monitoring the three main focal points of any site: The User, Site, and Product.
Unlike traditional “cart abandonment platforms,” Datacrushers does not require shoppers and customers to be logged-in to conduct both on and offsite campaigns. We use a wide range of data-driven and analytics based conversion tools to target the shopper at the right time with the most accurate and effective campaign to drive the sale.
Datacrushers is platform, language, and currency agnostic and requires only a few lines of code to get started therefore delivering an ultra-fast go-to-market with minimal set-up time and tech intervention.
Based out of Jerusalem, Israel, Datacrushers has clients worldwide including, The US, China, Russia, UK, Germany, and more