How to Market to Different Online Shoppers

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Online shopping has been the go-to shopping technique for many during the holidays. Its convenience is unparalleled! Who wouldn’t want to do all their shopping wearing pajamas in the comfort of their own home? However, marketing to online shoppers is tough because you are not able to inquire about their purchase goals as easy as face-to-face conversation does. In order to stay relevant and profitable in the online world, companies must manage their marketing techniques to personality types. Here are five types of personalities and the marketing strategies that will help grab their attention.

1)      The Shopper That’s on a Mission

This shopper has all of their product’s five w’s (who, what, when, where, and why) answered before they even turn on the computer.  As a result, this shopper will conduct a lot of research to make sure they receive the best deal possible. The way to attract this person is to keep your shopping experience simple and to the point. Detail everything about the product on your page so they can see it is exactly what they need.

2)      The Indecisive Shopper

This shopper has an idea of what they want, but are too overwhelmed by their options to come to a final decision. Providing shop filters help make shopping easier for the indecisive because it will force them to narrow down what they want. Your website has to be able to tailor their questions into answers.

3)      The Informed Shopper

Opposite to the indecisive shopper, the informed will not stop until they have explored all of their options. This shopper will jump from website to website to find the best product at the lowest price. The informed shopper likes to see as many details as possible, so seal the deal by giving them what they want. Provide them with specifications, video guides, ratings, reviews, etc; you can never have too much for this person.

4)      The Practical Shopper

A lot of shoppers like items for their everyday use. These shoppers do not like the flashy, moving products emotional shoppers move towards. These shoppers want to know how your product will cease problems and aid needs. Written context that proves your product is what they are looking for is what will finalize the sale.

5)      The Brand-Driven Shopper

These types of shoppers are the best one to have. These shoppers always provide a steady line of sales so it is important to keep them coming back. The best way to do this is to provide a reward incentive. Give them thanks for always choosing your brand and making your their preferred choice. These are the shoppers you want to build relationships with, so show them as much love as you can.

 

Three Easy Ways to Make your Visual Content More Appealing

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Pictures speak louder than words in today’s media world. Social media is growing at a rapid pace, forcing companies to find new and exciting ways to have their product to be recognized. Between a news feed, timeline and picture postings, businesses have approximately less than two seconds to capture attention. If they do not captivate in that short amount of time, it is less likely that their products will be noticed. Describing their company to others is not the hard part though, it’s showing it.  Here are some tips to help your visual content draw attention that will help produce results.

1) Be humorous

Humor not only makes people laugh, but helps provide a personality to your newsfeed. People like to interact with people, not with ads, so adding an element of laugher would be a good way to establish a relationship with the casual consumer. Everybody enjoys a good laugh, so be the laugh somebody enjoys.

2) Be consistent

Maintaining a consistent look creates a distinct look for your brand. This will help your business be easily recognizable while people are scrolling through their social media pages. You need to be able to stand out quickly and specifying your product on a certain format would be a great way to do it.

3) Show different sides

It’s important to be unique in your visuals. While maintaining a social media format, you can showcase your ideas and products in different picture angles. This will help your content catch the attention of consumers who are scrolling through their social media sites quickly. This is easily done by showing different angles in your pictures and trendy patterns. With these posts accumulating on your page, your social media page will be unique, strengthening your brand and market.

 

How to Target Facebook Ads: Infographic

Facebook advertising is a great way to get your business noticed by a large, highly targeted audience. But Facebook is constantly changing, and few companies actually know how to use Facebook to effectively meet their goals, whether that be brand awareness, product and service education or more leads/sales. Marcus Ho, director of social media for Social Metric, shared the infographic below on the company’s blog and said that it is one of the “cheatsheet guidelines” Social Metric uses internally.

“If you’re going to use it to grow your business, you need to look beyond false claims to see what it can really do. You’ve probably already spent a lot of money on ineffective ads and boosts. Now it’s time to focus on realistic strategies,” wrote Ho. “To take advantage of these options, though, you need excellent content that engages your audience. If you use your business’s Facebook account for little more than announcing sales and product releases, not many people will care.”

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CrushAds and Boca Helping Hands

Thanksgiving, the time of year when Americans give thanks by spending the day with loved ones, eating turkey and watching football. Being able to enjoy a Thanksgiving feast with our families is one of the many things we take for granted, which oddly enough falls on the day we reserve to count our blessings. For many families, a hot meal enjoyed on this fourth Thursday of the month wouldn’t be enjoyed at all if it weren’t for organizations like Boca Helping Hands, which helps provide food and emergency assistance to meet basic human needs in our local community.

BMI Elite and CrushAds teamed up with them this year and collectively donated over 1,000 Thanksgiving food items such as canned veggies and yams, instant mashed potatoes and gravy, pie fillings and crusts, stuffings and cranberries and more!

One of the many things CrushAds is thankful for this year is having such wonderful and giving employees who are always willing to donate their time and resources to good causes.

Happy Thanksgiving, from your friends at Crush.

Promotional Posts by Facebook Company Pages Being Cut Back

Facebook is working to show people more of the things they want to see, which according to an ongoing survey, doesn’t include promotional content. Facebook has announced that they are making a change to the News Feed post-sorting algorithm that will display fewer posts from company Pages that fall under the following criteria:

  1. Posts that solely push people to buy a product or install an app
  2. Posts that push people to enter promotions and sweepstakes with no real context
  3. Posts that reuse the exact same content from ads

Facebook provided two examples of posts that would fall under these conditions:

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The social network explained how this change came to be in their blog:

We dug further into the data to better understand this feedback. What we discovered is that a lot of the content people see as too promotional is posts from Pages they like, rather than ads. This may seem counterintuitive but it actually makes sense: News Feed has controls for the number of ads a person sees and for the quality of those ads (based on engagement, hiding ads, etc.), but those same controls haven’t been as closely monitored for promotional Page posts. Now we’re bringing new volume and content controls for promotional posts, so people see more of what they want from Pages.

There is some anticipated backlash from companies who utilize the majority of their posts for promotions and offers, citing that Facebook wants companies to pay them to advertise. However, Facebook states that this is only about providing the best user experience, and being responsive to what their survey found.

 

Atlas Helps Advertisers Understand the Path to Conversion

With the recent relaunch of Atlas, Facebook has managed to create an ad serving and measurement solution capable of tracking customers across all devices and channels, even offline. Facebook’s Atlas can now detect where you saw an ad and where you went to convert, even if you went to a store to make the purchase.  This opens huge possibilities for advertisers, as they can now map the customer journey from beginning to end. Facebook calls this “people-based marketing.”

According to the Atlas website, with Atlas you can:

  • Reach the right people at the right time – across devices
  • Measure the true impact their spend has on sales growth
  • Understand the customer journey, from the first contact to the final sale, whether online or off.

As Ampush Media Analyst Mackenzie Millar reports, “Historically, user behavior on the internet was tracked by cookies. With Atlas, advertisers have the ability to view attribution across devices because Facebook can combine web-based tracking methodologies, such as cookies and pixels, with in-app tracking on mobile and tablets via the Facebook SDK.”  This gives advertisers the opportunity to create campaigns that are more in tune with how uses interact with their devices across all channels.

So how exactly does Atlas know you saw an ad online and went into a retail store to make the purchase?

“With Atlas, Facebook has introduced a solution that covers the full conversion funnel, allowing advertisers to connect in-store, offline purchases with the audiences who engaged with their online advertising. For retailers with significant offline sales, Atlas provides the tools to devise advertising campaigns online that can produce attributable, measurable offline results,” said Millar.

The bottom line is that cookies weren’t working for the mobile ad space, which is increasingly growing day-by-day, and a solution needed to be created. Atlas is Facebook’s solution to mobile ad space attribution and offline conversions.

Take a tour of Atlas here.

 

Artisan Research Finds 90% of Mobile App Users Will Make Holiday Purchases Through Apps

54% of app users plan to do at least half of their holiday shopping via a mobile and/or tablet app

PHILADELPHIA–()–Artisan Mobile, creator of the industry’s first Mobile Experience Management (MEM) platform, today released research results highlighting the increasing role of mobile and tablet apps in driving conversions. In a survey of 500 consumers, 94% of respondents strongly agreed or agreed that they are purchasing and browsing products on apps more than ever before, and 91% intend to make purchases through a mobile and/or tablet app this holiday season. Additional highlights include:

  • 54% plan to do one-half or more of their holiday shopping (purchases and/or browsing) via a mobile and/or tablet app
  • 51% frequently or always make purchases by other means (in-store, desktop) after browsing products on a mobile or tablet app (when not making the purchase in the app itself)
  • 44% are shopping on 4 or more mobile apps; 39% on 4 or more tablet apps
  • 75% browse or make purchases on mobile or tablet apps multiple times a month; 47% weekly

Apps Will Help Drive Holiday Sales

Respondents were asked about their intentions to make purchases through and browse mobile and/or tablet apps for their 2014 holiday shopping. When comparing these responses to the results of a similar survey last year, these numbers prove that apps are playing a larger role in 2014 holiday purchases:

  • 91% expect to make purchases through a mobile and/or tablet app this holiday season – 14 percentage points higher than last year
  • 96% plan to browse/research products using a mobile or tablet app – 8 percentage points higher than last year
  • 84% browsed or made purchases on a mobile or tablet app during the 2013 holidays – 18 percentage points higher than during the 2012 holidays

Respondents were asked how much of their holiday shopping this year will include browsing and purchasing on a mobile or tablet app:

  • 14% plan to do up to one-quarter of their holiday shopping via an app
  • 25% plan to do up to one-third of their holiday shopping via an app
  • 26% plan to do up to one-half of their holiday shopping via an app
  • 18% plan to do up to three-quarters of their holiday shopping via an app
  • 10% plan to do 90% or more of their holiday shopping via an app

Native Apps Drive Conversions Across All Channels

51% of respondents said that they frequently or always make purchases by other means after browsing products on a mobile or tablet app, while 40% said they occasionally do, and only 9% said never or rarely. This proves that even in those cases when the purchase is NOT completed in the app, apps are still driving overall sales through multiple channels for a brand. Respondents were asked where they make a purchase after they browse a product on a brand’s mobile app but do not make the purchase through the mobile app:

  • 42% use their computer to make the purchase
  • 33% use their tablet to make the purchase
  • 21% go to the store to make the purchase
  • 4% call the retail to place their order

Respondents Are Using Multiple Apps Frequently

94% of respondents strongly agree or agree that they are using mobile or tablet apps more frequently now than ever before to browse for or purchase products – 14 percentage points higher when compared to a similar survey last year. Asked how often they browse or make purchases on mobile or tablet apps, 28% of respondents said 2-3 times per month, 32% said 1-3 times per week, 15% said daily, 15% said once a month, and 11% said less than once a month. Also, most are currently browsing or purchasing from multiple apps:

  • 45% are shopping on 2-3 mobile apps; 41% on 2-3 tablet apps
  • 44% are shopping on 4 or more mobile apps; 39% on 4 or more tablet apps
  • 5% are shopping on 1 mobile app; 13% on one tablet app

Notably, compared to last year, respondents who said they are shopping on 4 or more mobile apps is 14 percentage points higher, and respondents who said they are shopping on 4 or more tablet apps is 11 percentage points higher.

Brand Loyalty and Personalization

The majority of respondents, 75%, answered that they are very or extremely loyal to the apps that they have browsed or purchased from on their smartphones or tablets – 10 percentage points higher than in last year’s survey. 45% percent of these respondents said that they are very loyal to these apps, stating that they try these brands first but could end up buying elsewhere. 30% said that they are extremely loyal, and that these are the brands from which they prefer to buy.

Also, when asked how important it is that a mobile or tablet app is personalized (personal recommendations, knows your location, preferences, and buying history, etc.), 47% of respondents answered that this is important or very important, while 40% said that this is somewhat important.

“Consumers are shopping on apps more than ever before, and we’ll see apps play an even bigger role this holiday season than last year,” said Bob Moul, CEO, Artisan Mobile. “Not only are consumers making purchases via apps, but they’re also browsing on these apps before making purchases with that app’s brand either on their desktops or in-store. Apps are becoming such a critical part of the shopping experience, and that’s why retailers and marketers need to understand how to deliver a personalized experience that will engage their app users – who also tend to be a brand’s most loyal customers.”

About this Survey

In September 2014, 500 consumers responded to this online survey. The consumers had to own either a smartphone or tablet, and they must have had experience using a mobile or tablet native app to browse for and/or purchase products beyond just entertainment such as games, music, and books. 55% of respondents were between ages 18-35, 31% were between ages 36-55, and the remaining were older than 55.

For more information on Artisan, please visit www.useartisan.com.

About Artisan

Artisan is the industry’s leading Mobile Experience Management platform. Artisan’s all-in-one analytics, testing and marketing automation solution makes it possible for mobile teams to create highly personalized and compelling user experiences in real-time without writing code or resubmitting to app stores. Artisan empowers organizations of all sizes to unleash the full potential of their mobile apps, drive mobile engagement, and dramatically improve their return on mobile. Artisan is venture-backed by FirstMark Capital and proudly located in Old City Philadelphia.