Viewing posts categorised under: Social Media
How Facebook Is Changing the Game of Search AdvertisingWith a reported 59% revenue growth year-over-year, 1.71 billion monthly active users, and an advertising revenue of $6.24 billion over the past three months alone, Facebook is continually on the rise, and shows no signs of slowing down. The social media giant crushed Wall Street’s estimates for its 2nd Quarter earnings, and CEO Mark Zuckerberg is still hungry for more success. So, with all of this sustained growth, where could he possibly have his sights on next? The answer to that would be a showdown with Google for a share of the search advertising market.
As of right now, Facebook and Google are the two biggest players in the digital marketing world, with the former dominating social advertising, and the latter dominating search advertising. Although the two companies make up 76% of all online advertising revenue in the United States, Facebook still trails Google in total revenue by a sizable $20 billion-a-year margin. The social network looks to close this gap by transforming their search capabilities into a system where businesses can bid to show in the top spots of search results, much like what Google does right now with AdWords.
The Three Stage ModelSpeaking to investors during Facebook’s earnings call on July 28th, Zuckerberg laid out his three stage plan to revolutionize Facebook search. He claimed that Stage 1 is introducing the product to the users, Stage 2 is where the search will be made “organically” useful to businesses, and Stage 3 is when Facebook will charge businesses for search features, much like Google’s pay-per-click advertising. He noted that Facebook was currently in stage two, saying that “we have a pretty big navigational use case where people look up people and pages and groups that they want to get to, and look at, and search. One of the big growing use cases that we’re investing a lot in is looking up the content in the ecosystem and that is an area we’re very excited about, which helps people find more content.” Furthermore, he claimed that once there’s a large volume of people interacting with businesses, this will give “businesses tools to reach more people…and that’s ultimately the business opportunity.”
A Monetized Commercial SearchSo, ultimately the goal for Facebook’s search feature would be to make it monetizable for commercial intent. In this way, their search feature would be offered up for paid search ads to brands and publishers, assuming that interest is high enough. Although Facebook’s users already organically interact with businesses, the question that remains to be answered is if they will be able to make the leap from this organic interaction to a more monetized commercial search. Only time will tell.
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Drive Customers to Your Door Using Pokémon Go!Deemed the most viral application of all time in its first 10 days, Pokémon Go has swept the nation in a wild frenzy, and it doesn’t appear to be slowing down anytime soon. So far this game has been installed on twice as many phones as Tinder, doubled the engagement of Snapchat, and has surpassed Twitter in percentage of daily active users. Moreover, it’s increased Nintendo’s market value by $9 billion in a mere 5 days and has set the App Store record for most downloads in its first week. It’s clear that this app has achieved unprecedented popularity, but what does this mean for local businesses? And, more importantly, how can your local business utilize the app to its full advantage? Below are four tips to revitalize your small business or franchise using Pokémon Go.
Lure in the CustomerPokémon Go users are constantly on a virtual scavenger hunt to collect all their favorite Pokémon characters. Sometimes these characters are in abundance, popping up left and right on their phones, and at other times, they are nearly non-existent. So, what determines where these Pokémon characters will pop up? Well, most of it is predetermined by the app’s advanced algorithms, which are typically tailored to more popular urban dwellings rather than the countryside. However, there is a way to take the Pokémon population density into your own hands: you can purchase what’s called a Lure Module. Lure Modules dramatically increase the amount of Pokémon in a given area for 30 minutes at a time, bringing with them an influx of users. We’ve done the math and discovered that for only $1.19 an hour, you can draw a significant crowd to your local business.
Hit the GymAs a local business or franchise, one of the first things you should do when engaging with this app is find out where the Pokémon Gyms are. These are places where users battle for their respective team (Team Mystic, Tea Valor, or Team Instinct), and are rewarded with team ownership of the gym. Although you cannot make your business location itself a Pokémon Gym, you can locate the nearby gyms and drive customers to your doors with the aforementioned lures. Moreover, you could even geo-target your ads to reach customers in these gym locations on the Google Search network through pay-per-click advertising. Therefore, when someone is done playing at the gym and gets hungry for some lunch, your sandwich shop or your pizza parlor will be one of the first ads to pop up.
Get SocialYou can even use social media in tandem with Pokémon Go to drive customers to your local business or franchise. Through various platforms, like Facebook, Twitter, and Snapchat, you can announce Pokémon Go promotions. Typically, these announcements should be made in advance, giving your social media followers enough time to prepare themselves for arriving at your doors, ready to take full advantage of what you have to offer. Furthermore, you can even take in-game screenshots and post them to the platforms your company is active on, using hashtags like #pokemongo and #pokemon.
Prepare for the FutureIn a recent interview, Niantic CEO John Hanke said that in addition to in-app purchases of power-ups and virtual items, sponsored locations would provide a new revenue stream. This means that local businesses and retailers will be granted the opportunity to pay for being featured on the game’s virtual map, driving customers inside their doors. Advertisers will be charged on a “cost-per-visit” basis, similar to Google’s pay-per-click search network advertising.
Using these four tips, you can truly revitalize your local business or franchise to attract as many customers as possible. By using lures, locating nearby gyms, promoting on social media, and being aware of future cost-per-visit advertising, you can easily get a leg up on the competition. So, what are you waiting for? Throw out that poke ball and catch as many customers as you can!
Christian Pillat is the Managing Director and Founder of Adfinitely. Adfinitely works with Franchises and National Brands to launch online marketing campaigns. Over the last 5 years, Christian has successfully launched marketing campaigns for over 50 nationally recognized brands. He is a thought leader in digital marketing for multi-location businesses, has been featured on Social Geek Radio, and was recently named one of Atlanta’s Power 30 Under 30.