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Snapchat Introduces Trends Tool

By Analytics, Insights & News, Social Media, Uncategorized No Comments

Snapchat continues to boast 293 million daily active users who share visual moments from their lives. For marketers who want to improve their engagement on Snapchat, the platform introduced a new Tools feature called Snapchat Trends that highlights the most popular keywords so you can better engage with your audience.

How This Impacts You:

Market Research can now be found within Snapchat through trend data showing changes in conversation volumes for targeted keywords, including behaviors and categories. This can help marketers shift their messaging focus to better connect with Snapchatters.

Messaging and Copywriting can be adjusted to reflect keyword usage within Snapchat in a way that ensures marketers create contextually relevant content for target audiences.

Better User Profiles and Personas can be created based on the behavior insights from Snapchat Trends. By capturing more intelligence around your target audiences’ daily lives, including when and how they shop, marketers can better target media strategies that align with your target customers’ core interests to drive purchase.

Key Moments Identification becomes easier. We know that Snapchatters use the platform to celebrate major milestones. Now, with Snapchat Trends, marketers can identify the “hashtag holidays” that matter to their customers. From National Ice Cream Day to International Women’s Day, brands looking to “own” a relevant moment in time can utilize this new data for content planning.

Competitive Research on Snapchat is made easier with this new Trends tool. Marketers can not only understand customer sentiment around brands or products, but they can also gain competitive insights on how those products fit in the market. By analyzing multiple keywords in one query, you can evaluate customer conversations to determine brand health as compared to the competition.

In other words, with this new Trends tool, Snap can provide insights into top organic trends, helping brands monitor community chatter and understand top Snaps for trending topics. This helps brands learn more about potential consumers and the Snapchat community as a whole, so they can better research organic behaviors to determine the market fir for their vertical or product/service.

If you’d like to learn more about how to leverage Snapchat to drive brand engagement, contact us today.

How-To Plan for SEO, Paid Media, & Social Media Success on #NationalPlanner Day

By Paid Media, Paid Search, SEO, Social Media, Uncategorized No Comments

Benjamin Franklin once said, “by failing to plan, you are planning to fail.”

We believe that to be a self-evident truth. After all, effective planning is the foundation of success. So, in honor of #NationalPlannerDay, some of Acronym’s group leaders are sharing their top three tips for effective planning across your SEO, paid media and social media programs.

3 STEPS FOR SEO SUCCESS – Winston Burton, SVP, SEO

1. Structured Data  

Marking up your content and having structured data is the best way for Google to find that content fast. Structured data gives your content to Search Engines in a way they can understand it in real time, as opposed to waiting and hoping that the bots find your content. 

This saves both bandwidth and time.  It is also important to understand Search Engines are playing a ‘long game’ with structured data as it enables a far more efficient way to effectively answer a search query with a personalized and factual set of results. This is called ‘data retrieval’ versus the traditional and time-consuming exercise of ‘information retrieval’.

2. Voice Search and Task Completions

Search will transcend mediums yet again in the very near future. Like the meteoric trajectory we saw with the mobile device type revolution, where the preference swapped from desktop to mobile driven search, text-based search will soon be surpassed by Voice Driven Search with more results sets being of the audible variety.

Being prepared for this future of Voice means creating resourceful dynamic experiences that not only solve for the micro-moment but also personify your brand to the customer, creating lasting affinities into the next frontier of Digital.

Critical steps to take now include creating Actions for the Google Assistant and Skills for Amazon’s Alexa. Voice assistants represent a powerful application of Voice search and represent one of the leading behavioral influencing sources for quickly moving consumers off text search and into Voice. Soon Voice assistants will be able to complete tasks and you should be ready for that moment.

3. Creating Content for 5G  

Be prepared for 5G. 5G will speed up and change the content experience allowing new and innovative ways to connect with customers.

Hyper-personalized content delivery, high-bandwidth digital experiences, faster websites will ensure the CX is exceptional. It’s also predicted that the usage of ad blockers will go down, allowing advertisers to serve ads effectively.

Digital will evolve from 2D to 3D, and interactive and live content will become the norm.

3 STEPS FOR PAID MEDIA – Gregg Manias, SVP, Performance Media

1. Establish Parameters for the Plan

Begin by defining the overall objective you want to achieve and the specific conversion goals to demonstrate success. You also want to determine the timing of the campaign and consider the opportunities and challenges inherent in that timing. Also, plan for the frequency of the message within that timing.

Next, you need to understand who the target audience is and examine their online behaviors and media preferences.

Finally, determine your overall budget and KPIs as this will drive the spend allocation and metrics for success.

2. Analysis Historical Performance & Research Landscape

After defining the parameters, you should review past media performance at every possible level to understand how it has traditionally performed. When you’re running ads online, you have to know what you’re spending your money on, and which ads are delivering the results you need.

This will help determine what needs to be changed to achieve the new goals based on where you’ve seen success in the past.

From there, you want to research the category landscape, target audiences, and all data and insights available to you.

3. Identify Proper Media Mix Tied to Parameters

After taking the learnings from historical plans and research, you want to create an integrated media plan that ties back to all the parameters.

It’s important not to throw money at every shiny new channel. Remember that each media channel you use might obtain a single objective from the parameter.

For example, YouTube might be used to capture a younger audience in the awareness stage, while Bing might be used to capture demand from an older demographic who use a desktop device.

So, be sure you know what each channel offers in terms of the target audience and types of engagements within each media opportunity.

3 STEPS FOR SOCIAL MEDIA SUCCESS – Mary Sutter, Director, Social Media

1. Use Social Listening to Stay Relevant With Social Trends

By listening to your target audience online and paying attention to the topics that most interest them, you can deliver organic content that meets their needs.

It can be very easy to believe you already know what your target audience wants from your brand(s). But, social media audiences, conversations and opportunities change constantly. So, listening to your target audience and even to your competitors can give you an edge in your content planning.

There are a number of terrific tools that enable you to follow the topics, issues, concerns and trends that matter to your target audience. We recommend Sprout Social as a terrific Social Listening and planning tool.

2. Utilize a Social Media Calendar to Stay Organized, But Be Flexible for Timely Posts

We all know content calendars are a useful way ensure you consistently deliver compelling content that addresses all key messages and product positions.

But, it’s also important to allow for spontaneous content that leverages memorable moments in time and/or allows you to include your brand in trending conversations.

There is something amazing about ‘spontaneity’, especially on social media.

People love it because it’s authentic. It’s not produced. It’s real. It just comes out of the moment. Of course, you want to ensure your in-the-moment content remains “on-brand.” Spontaneity in social media works when it’s still relevant to your audience. Don’t just jump on any bandwagon. Be selective as you mix spontaneity with planned content.

3. Track & Analyze Your Content To Determine What Works & What Doesn’t.

Too often, brands take a set-it-and-forget-it approach to social media. But, this could result in putting time and resources behind content that doesn’t deliver engagement or click-through.

It’s imperative you review the social media analytics (tied to your specific KPIs) so you focus on the content types that truly connect with your customers.

If you would like assistance with your planning process in Search, Paid Media, Paid and Organic Social Media or Business Analytics, please contact us today. In the meantime, Happy #NationalPlannerDay!

7 Reasons Why & How B2B Enterprise Brands Should Invest in SEO

By Insights & News, SEO, Uncategorized No Comments

Many executives have now heard that SEO is one of the most important digital marketing strategies. After all, according to a Google study, over 90% of business leads start in search engines.

However, executives’ knowledge of the discipline of SEO is usually very antiquated and negative. Which ultimately leads to the application of the usual “digital tactics”, which are closely related to time-honored classic marketing measures, such as paid ad campaigns in search engines or in social media. Compared to SEO, however, the hoped-for successes are usually of a manageable nature.

In doing so, executives miss the fact that SEO is a sustainable, data-driven technique that can drive up to 60% traffic to websites in many cases, as well as being a lead generation engine.

From the experts’ perspective, it therefore seems more than necessary that executives take the time to learn about SEO and recognize what this discipline is today and what it can do for their company.

After all, the benefits of continuous SEO work are clear. SEO is the basis of all online marketing activities and offers seven advantages that should be known:

1. SEO improves the ranking and visibility of websites.

Google has already received 390 billion searches this year (and counting). If you want your site to be found by your target customers, a strategic search engine optimization strategy is the first and most necessary step to take.

2. SEO provides lasting and sustainable free traffic to websites.

Prioritizing SEO gives you the power to do what you can to make sure your business appears first during those searches. And, because the right SEO strategy keeps your website’s traffic active, it’s imperative to have the right partners who can help you keep up with Google Algorithm changes so you’ll stay agile and can make key adjustments when they’re needed.

3. SEO generates leads and sells products and services.

Consider that of the billions of searches that happen on any given day, 15% of daily searches are new to Google. In fact, consumers now conduct  70% of their purchasing research online before they ever get into a sales conversation. Ranking well in search engines enables your buyers to easily research on their own while spending time learning about your on your terms

4. SEO works on a data-based and measurable basis.

There are hundreds of SEO metrics you can track. In fact, Google uses over 200 ranking factors in its algorithm. By establishing which metrics are most critical for your business, you can track those KPIs in real-time and adjust your strategy accordingly.

5. SEO changes the perspective and reveals the intentions of potential customers.

The right SEO strategy, analytics and reporting can help you better understand why someone conducts a search that brings them to your page. It could be to find an answer to a specific question they have or advice on how to achieve a desired goal, otherwise known as informational intent. Maybe the person wants to find a place to go, known as navigational intent or they are driven by transactional intent – the desire to buy a product they want. Either way, intent matters. Understanding the “why” behind your customers’ search behaviors helps you to deliver the best search experience.

6. SEO can create synergies and minimize budget waste.

Because SEO delivers real-time analytics, you can easily and quickly adjust budgets to ensure you leverage the most successful strategies to avoid wasteful spending. Similarly, by measuring your customers’ search behaviors, you can align all of your online marketing and content to deliver even stronger multi-channel results.

7. SEO brings clarity about the competition and faces competitors proactively.

Running regular competitive analyses in SEO can help you examine ranking signals on the macro and micro levels that can help you uncover and capture the competitive niches that improve your ranking and ensure your content appears on all the right channels. The best way to beat the competition is to understand them.   

POV by Ulrich Franke, Managing Director EMEA

What You Should Know About Snapchat Brand Profiles

By eCommerce and Marketplaces, Social Media, Uncategorized No Comments

Public profiles for Businesses on Snapchat are now available for non-verified accounts. This is the perfect place for businesses to create and share their organic content.

What are Brand Profiles?

Brand Profiles offer a permanent home to companies on Snapchat and give businesses the ability to display and showcase all their unique engagements in one place. This includes created AR Lenses, native commerce stores, and content highlights. Think of Brand Profiles as your own website and storefront inside the Snapchat app.

Snapchat launched public profiles in mid-2020, but until recently, only verified creators could access this feature. Now, all Snapchatters can create public profiles and leverage the many promotional opportunities they offer.

Essentially, a public profile is your business’s home on Snapchat. Snapchatters can find it through search, on the Discovery tab, via lenses, or through a paid ad. They can also access it directly from a snapcode or shareable URL.

Why this is important:

Snapchat is a great social media platform where brands can share stories, publish AR lenses, share highlights with your public snaps & stories permanently (like with Instagram’s similar highlight features.) Once your profile is public, it become discoverable via Snapchat search.

Businesses can link their eCommerce store to their public profile and Snapchatters will see your Shopify store when visiting your profile, making it seamless for them to navigate around the shopping experience. Public profile also allows Snapchat users to share your profile with their peers.

If you need assistance in setting up your Business profile on Snapchat, please contact us. Our social media experts will be happy to assist you.

holding phone

Instagram Launches Reels Ads in All Regions

By Insights & News, Paid Media, Social Media, Uncategorized No Comments

Instagram Reels are getting ads.

The company announced it’s launching ads in its short-form video platform, Reels to businesses and advertisers worldwide. The ads can be up to 30 seconds in length, like Reels themselves, and will be vertical in format, similar to ads found in Instagram Stories. Also like Reels, the new ads will loop, and people will be able to like, comment on, and save them, the same as other Reels videos.

Instagram previously tested Reels ads in select markets earlier this year, including India, Brazil, Germany and Australia, then expanded those tests to Canada, France, the U.K. and the U.S. more recently. Early adopters of the new format included brands like BMW, Nestlé (Nespresso), Louis Vuitton, Netflix, Uber and others.

In a blog post, Instagram officials stated:

“After testing in select countries, we’re launching Reels ads to the world. Reels is the best place on Instagram to reach people who don’t follow you and a growing global stage where brands and creators can be discovered by anyone. These ads will help businesses reach greater audiences, allowing people to discover inspiring new content from brands and creators.”

The ads will appear in most places users view Reels content, including on the Reels tab, Reels in Stories, Reels in Explore and Reels in your Instagram Feed, and will appear in between individual Reels posted by users. However, in order to be served a Reels ad, the user first needs to be in the immersive, full-screen Reels viewer.

Why this is important:

As Instagram continues to position their Reels feature as a worthy competitor to the TikTok juggernaut, they are likely high invested in this placement becoming a success. It is also helpful for brands across all verticals to have yet another option for running content and reaching users.

This placement will roll out for all brands in the coming months and is probably best suited for more upper funnel KPIs like brand awareness and video views.

What action should brands take:

For optimal performance, creatives in this placement should be sized in a 9:16 ratio. At Acronym, we are still determining if existing creative that already runs in story placements is optimal as far as content, or if Reels sees more success in ads that feel more native and organic, as is the case with TikTok. Look for an update on that once we have it.

In the meantime, if you need assistance implementing ads on Instagram Reels, please contact us. We’re happy to help.

Is your analytics practice ready for 2018? This 7-step checklist can help…

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Your data tells a story that has the potential to transform your business – but first you have to figure out what it’s telling you. And that’s in part why the beginning of the year is a great time to ensure you have the right tools in place to listen and learn. We asked our analytics team for their best tips to set your business up for analytics success in 2018 – their seven-step checklist follows:

1. Learn from 2017.

Per Janelle Olmer, director of analytics at Acronym, brands should look at trends and see how users interacted with their sites in order to inform their 2018 strategies.

“It’s almost like ‘use your analytics’,” added Chief Analytics Officer David Sprinkle.

In addition, the beginning of the year is a good time to take the previous year’s data and look at trend reports of all KPIs to make sure nothing looks fishy – and that the causes of any spikes are well documented.

“Document it…while it’s fresh,” Olmer said, adding to make sure to include any mistakes or intentional adjustments, like a big spend during a particular time period that resulted in a lot of traffic so you remember what prompted the spike and aren’t scratching your head a year later.

2. Review Traffic Channels.

January is also a good time to review traffic source attribution, to ensure channels are tagged correctly and to get key reports and traffic sources fixed if necessary.

3. Budget for Analytics – and Maintenance.

You should also make sure you have secured a budget for overall maintenance as part of your annual budget.

Once you’ve established your 2018 roadmap, you can then identify when projects are supposed to happen to ensure they are on both your budget and calendar.

4. Research New Tools.

Olmer also suggested researching what new tools have come out to make analytics easier – and to leave room in the budget for these, too. This can also help you plan for whatever upgrades you need to make in order to adopt new tools.

5. Evaluate How You Integrate Data.

Noting it might be somewhat aspirational, Sprinkle said you should nevertheless evaluate how to better integrate data between different systems.

“It’s getting easier and different tools are talking to each other better than they used to, so it kind of does come under ‘Check out the technology stack’ – it’s one of the things that could be an example of, for instance, making sure you can connect your CRM to your analytics data,” Sprinkle said. “Are your email and your display platforms talking with analytics? Or is your personalization engine talking with your audience management solution?”

6. Evaluate Opportunities to Automate Reporting.

If you’re spending a lot of your time measuring basic stats like how many visitors come to your site, you can probably benefit from some automation.

“Think over how you spend your time and how much has been using analytics as a thermometer versus a thermostat and how much is reporting what happened versus analysis of how [consumers are]…interacting with the website and how to help your marketing efforts,” Olmer said. “And if you’re spending all your time doing all the thermometer reporting – like how many visitors [your site had]…, you should evaluate if there are opportunities to automate reporting. You should be spending more time on planning and doing deep analytics and not so much on monthly/weekly reporting that tells you what happened.”

7. Spread the Word…

“If there is one more person in the organization who is not benefiting from analytics and you can pull them in to spread the word, [you should] find someone who you can share a report or some analysis with,” added Stephanie Hart, vice president of client services.

Inside Acronym – January 26, 2017

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Meet Acronym’s Melanie Nakhman

Creative & Content Associate 

When did you join Acronym?
Mel_295x175
January 2017.

What is your title at Acronym and which clients do you work for?

I’m a Creative and Content Associate. I work on in-house and client creatives, as well as our content publishing platform, TMN.

What are your specific responsibilities?

My responsibilities vary day-to-day, some days I’ll be working on creative tasks such as image editing or designing collaterals, other days I’ll be working on creating content for TMN. Those are just a few things I’ve been up to since I’ve started.

 What do you consider the most interesting things you do at work?

I’ve learned a lot from assisting with TMN! Doing research and speaking with other team members here at Acronym in order to get insight on services and products has taught me so much in just the first month. I’ve been able to expand my vocabulary and knowledge of industry-related topics which has really influenced the way I interact, engage, and think about certain things in my every day.

 What do you like to do best when you are not working?

I like trying out new places to eat, cooking, and petting dogs (mine and otherwise).

You are going on vacation to a place where there is no Internet connection. What book or magazine would you bring with you?

I’d probably want to bring something I haven’t read because I love an excuse to go to Strand Bookstore. Otherwise, Joan Didion’s Slouching Towards Bethlehem, one of my favorite nonfiction works that I’ve read way too many times and still enjoy.

AcroBabble – Going (Creatively) Digital – January 26, 2017

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Going (Creatively) Digital

Acrobabble_295x175Welcome to ‘Acrobabble’ where we check-in with our team members to see what industry news piece that have made it onto their reading list.

DataSift Offers First Analysis at Scale of How LinkedIn’s Members Engage with Content

LinkedIn delivers 80% of social media leads for B2B marketers. To reach these audiences, DataSift revealed a new service to analyze topics and content that most interest certain job holders. LinkedIn Engagement Insights, per DataSift, is the first offering at scale. Using DataSift’s Pylon platform, it provides insights for finding audiences and improving content for ad planning and marketing. It uses artificial intelligence to sift topics, companies, products, clicks, likes, and comments. The results are noted by a marketer and used for ad/marketing targeting with LinkedIn’s tools.

Snapchat will Target Ads Based on what People Buy Off Snapchat 

Snapchat will be targeting and measuring ads based on people’s purchases outside of the app. Oracle Data Cloud, which owns Datalogix, will provide the data to Snapchat. The anonymous data doesn’t show how users and purchase data tie together. They’ll offer purchase-based targeting for all Snapchat ads, whether bought from Snapchat or a third-party firm. Using Oracle Data Cloud’s syndicated audience segments, people’s online/offline purchases will be sorted into 100+ segment categories like “cosmetics shopper.” ‘Hashing’ will match people to accounts based on email and advertising identifiers that Snapchat has. Snapchat, reportedly planning to go public, is looking to prove it can deliver customers to advertisers.

Pinterest Now Offers Ad Groups to Paid Campaigns

Pinterest will be giving advertisers more control over ad campaigns with ad groups. Pinterest’s previously only allowed a campaign and promoted pins. Ad groups implement structure by allowing campaign managers to control groups for budgeting and targeting. This lets advertisers assign budgets to specific ad groups, enabling testing performance against other campaign objectives, it allows them to align budgets towards an audience and allows the streamlining of campaigns.

Google to Offer “Mute Button,” Develops Cloud-Based Measurement System

Google plans to launch a mute button for ads in Google Search and YouTube, as well as a cloud-based measurement system focusing on generating and securing data, across devices, for better campaign insights. The cross-screen advertising will support ads on Google and YouTube, offering advertisers a new perspective and help determine where/when to invest budgets by better understanding campaigns. Google will work closely with MRC-accredited companies like comScore, DoubleVerify, IAS, MOAT, and Nielsen; they account for most third-party measurement on YouTube. It will allow advertisers to measure and verify campaign performance. Visitors will still have control over the types of ads they see through a new feature enabling them to mute the same ad across channels.

Engaging the Masses: Mobile App Ads Best Practices

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By Melanie Nakhman

Per Flurry Analytics’ “Mobile 2015-2016 Year-Over-Year Time Spent Growth” findings, time spent in mobile apps grows 69% on average. In-app ads within a mobile application differ from traditional web or mobile web ads because it is imperative that they don’t hinder the user experience of the app itself, especially with limited screen real estate. Though a common response might be that ads always, in some way, interrupt or interject themselves into the user experience, there are design and execution best practices that should be considered in order to minimize disruption of the app’s usage, function, or appearance:

Location, Location, Location
A successfully placed ad, geared towards user interest or purchase behavior, is more likely to illicit engagement. Ad placement is crucial to interaction and the overall aesthetic appeal of the screen. Consider the relevance of the ad based on the screen environment. Certain types of ads that are commonly seen across mobile apps are:

  1. Banner – a strip at the top or bottom of the mobile screen, static or dynamic.
  2. Interstitial – covers the entire screen with option to close the ad, with/without a timer.

Ads should always be placed where they would be best seen but least intrusive.

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Prioritize

When deploying the ad, the in-app actions of the user should be preserved. If implementing an interstitial ad in an app where the user is watching a video or reading an article, the video should be paused, allowing the user to engage with the ad and comfortably return to the content they were viewing. If the ad disrupts the app function, users will be more annoyed than interested. In this case, it is even more important to offer opt-in experiences, offers, or rewards – this allots appropriate priority to the app but also invites users to interact with what the ad is suggesting.

Clean and Clear
With limited space for ad messaging, if users can’t read or understand the ads within a few seconds, before scrolling or further engage with the app, they most likely won’t be reached.

Consider these points as guides for ad copy:

  • A clean distinct font
  • Simple wording
  • Short palatable sentences
  • An effective and direct call to action:
    • “Download our App for Free”
    • “Tap to Book”
    • “Click to Browse Sale”
    • “10% Off Here”

Show, don’t tell
Mobile app ads have specific dimensions and parameters. Any logos or buttons should be to-scale and readable to the viewer. Use photos, graphics, videos, or screen shots to serve as examples of why the user needs something. Ditch generic photos for something that best embodies or represents the product and/or connects with the interest of the user. Opt for something less busy and more aesthetically pleasing to complement the app content without seeming out of place or distracting.

Get Playful!

If advertising within a game app, consider an interactive ad. Allow users to engage with the ad before revealing an offer or reward. If advertising a new hotel location in an interstitial ad, turn the ad into a game inviting the user to tap to reveal a surprise and then click-through to unlock an offer. Getting creative with the ad by turning it into a form of a game or quiz within the app distinguishes it without intruding on the user experience. It is creative, appropriate and effective within that app’s environment.

Native Ads

Having grown accustomed to the traditional banner ad, native ads are users’ kryptonite. They neatly integrate themselves to appear as an extension of the app content by utilizing similar style or language. This works well on apps like Instagram or Snapchat. Ads appear while scrolling or going through the app content; they don’t interfere and might peak interest before the user notices it’s an ad and not a regular post.


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Useful links:

iMedia Connection
July Rapid
ClickZ 1, 2
Majority
Media Thirst
Flurry Analytics