With more than 3 billion monthly active users, Facebook has the largest potential reach of all the social media platforms. This chapter introduces the different key areas in Facebook brands can use in their marketing, including company pages, Facebook ads and Messenger. Facebook: What type of presence is right for your brand? There are a […]
Social media platforms are pioneers of numerous digital technologies, meaning the pace of change for marketers is rapid. Here we highlight some key technologies impacting, and with potential to impact, the paid social landscape. Artificial intelligence (AI) AI is impacting every area of digital marketing, from content creation and customer interaction to targeting and measurement. […]
This chapter summarises the different ad formats advertisers can potentially use on each of these platforms. Marketers should check each platform regularly and liaise with their account managers to keep up to date with new and retired ad formats. Facebook ad types With a massive potential audience and a wide range of targeting and placement […]
Email list quality and acquisition have both changed considerably since the inception of email marketing, with marketers coming to understand that a smaller, more engaged list of subscribers can be just as valuable, if not more so, than a larger list of unengaged subscribers. This chapter looks at the meaning and importance of list quality […]
Holistic testing is designed to reveal more about customer motivations and the ‘whys’ behind successful campaigns. It can be implemented as a framework that imparts both a testing structure and a method for applying the results generated from those tests. This chapter discusses how to set up an email testing programme based on this approach. […]
Advances in technology, particularly at the email service provider (ESP) level, should mean that testing becomes more widespread and more affordable. The creation, launch and adoption of AI-based testing tools has also been a major factor in giving marketers more control over the testing process, including allowing direct access to testing and results. Different attributes […]
It’s still early days for in-store retail media. What will it mean for brand strategies and what is the potential for dynamic content and personalisation?
The design of an email needs to take both technical and creative considerations into account, from the placement of elements to the use of code to ensure emails render correctly. This chapter looks at best practice for email design. ‘Above the fold’ and ‘below the fold’ These terms come from newspaper design and refer to […]
The goal of good email design is to design for conversions, not merely aesthetics. The combination of these two principles has elevated email design to both an art and a science. The science guides the construction of an email message, from the coding to the layout and the rendering. The art is in bringing all […]
Generative AI refers to “artificial intelligence-powered tools that produce text, imagery, or video”.[1] Like other forms of AI, it uses data-led algorithms to drive decision-making without relying exclusively on human-designed rules. This chapter reviews the evolution of generative algorithms and marketers’ attitudes to the technology. It explores marketing use cases and generative AI’s role in […]
Email marketing should be considered in the context of other channels of communication. This chapter looks at integrations between email and some of the other touchpoints between organisations and their customers. Mobile apps Mobile apps are now a common and often critical part of the online landscape. As well as enabling push notifications and in-app […]
An email calendar is the best way of taking control of email frequency, intervals and content within an organisation. While individual groups within large organisations will usually have their own schedules, the key is to bring these together into a unified content calendar. This chapter looks at strategies for managing this. Clear ownership and central […]