paid social

Six basics of planning a paid social campaign

With GlobalWebIndex reporting that 93% of internet users have at least one social media account, therein lays a huge opportunity for marketers to target their audiences.

Advertising on social media is, of course, now widely utilised. With Econsultancy recently refreshing its Paid Social Media Advertising Best Practice Guide, let’s look at six specific areas for beginners to consider when designing a paid social campaign.

Why retailers should create product landing pages for their shoppable social posts

In certain product categories, such as fashion and beauty, consumers are increasingly discovering new products through social platforms like Instagram, Snapchat and Pinterest.

To capitalize on this, these platforms have been rolling out so-called “shoppable experiences.” Instagram’s shoppable posts format, for instance, allows retailers to tag products in their Instagram posts and link them to their websites.

How Philips is experimenting with shoppable social media

With up to two billion active users it’s clear that platforms like Facebook and WhatsApp simply cannot be ignored when it comes to doing business in the 21st century.

With access to such a vast customer base it’s hardly surprising that businesses have gravitated to social media to cultivate their online persona. Increased brand awareness has been the result, but it’s less clear, perhaps, how this has translated into tangible benefits to businesses’ bottom lines.

Ask the experts: Paid social media trends, challenges & strategy

Next up for our ‘ask the experts’ series is paid social media.

We’ve got some consultants and agency bods to give us their opinions on everything from Snapchat to strategy, video to influencers. There’s quite a lot to digest so you can use the hyperlinks below to jump between questions.

How to integrate search & social: It’s all about curating audiences

The integration of search and social used to be about PR (social media driving link building) but now it’s increasingly about conversion.

With both Google and Facebook offering highly targeted advertising, the ability to build lists across search and social is changing the marketer’s approach.

Marty Weintraub, founder of Aimclear, spoke at this year’s SAScon about psychographic targeting and curating audience-based remarketing pools. Here are some of the tactics he extolled.