With so many different ways that customers access media, whether through Facebook, YouTube, news websites, via mobile or tablet apps, a strong idea can quickly gain huge scale. Marketers need to update their skills in order to make the most of these fast-moving, and highly relevant campaigns through digital. They need to work closely with data specialists, web developers and social media professionals. Charles Wells, chief marketing officer at charity fundraising service JustGiving, told the panel that the marketer of the future needs to combine marketing and creative skills with an understanding of real-time technology.
He said his marketing team has data scientists, engineers, developers and user experience experts, who work together in small project teams to try and create growth. This is a radical change from the way traditional marketing departments work, he said. He thought the big task for people in marketing would be to find their own niche: Just as marketers need to become more savvy about technology, data and analytics, so the technically minded staff on the digital side have to get more creative.
They are rising to this challenge, said Wells. A fifth of staff at JustGiving are data strategists whose sole job is to identify patterns from the data the service gathers from millions of charity fundraisers.
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A vital quality for marketers in the fast-changing digital environment is curiosity, rather than any specific technical knowledge, said Adobe digital marketing director John Watton. A question about the effectiveness of digital marketing was raised by audience member Steve Mullins, content director of brand-e. Lisa Bridgett, sales and marketing director at upmarket online fashion retailer Net-a-Porter, answered that marketers ultimately need to rely on their natural intuition rather than on technology.
She referred to programmatic ad buying, where computers buy and place online ads in an automated way, and said that there are few people who really understand how such technology works.
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Time and time again it plays out right. So you need to be dextrous in these two different worlds. For brands to work effectively together in the digital world, chief marketing officers and chief information officers must work in unison. But this is hard to achieve for many organisations and the two sides can end up in conflict. The bad news is that it takes a lifetime to master. You sell through them and with them. You sell the price.
High paid salesmen are cheap. Have a higher mission. If you are not a brand, you are a commodity. Then price is everything and the low-cost producer is the only winner. It is to carefully define the target market and direct a superior offering to that target market. A financial background allows marketers to better quantify the anticipated impact of any campaign, which in turn aids in greater buy-in. Just hit Confirm at the bottom of the page. You can also create simple promotions within Instagram.
You also need to have a business profile on Instagram set up. You may be prompted to log in to your Facebook account for authentication. From there, select your goal: You can also choose to add a call-to-action button, like Shop Now or Sign Up. If selected, this will appear below the image or video in your post. Instagram can choose a default audience for your ad, or you can create a special audience for the post by selecting targeted interests, location, and demographics.
You can monitor the results of these in-app promotions in your Facebook Ads Manager, along with all your other Instagram advertising.
Key discussion points
But great ads are an art, not a science. Here are some things to keep in mind as you create your masterpiece:. Your customers are more than a set of demographics and interests. Check out our guide to creating audience personas to help you understand your audience. What solution does your product or service offer them? What do they need and want? Keep their goals and values in mind as you create your ads. Use your caption character count 2, for most posts wisely, and keep your audience personas in mind. Learn how to write an effective call-to-action that will drive your audience to click on your ad and visit your website, make a purchase, or download an app.
Adding hashtags to an Instagram post boosts engagement by You can use up to 30 hashtags on each post, but think quality over quantity.
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Try hashtags that are relevant to your audience and popular in your industry. Did you know 60 percent of the top brands use the same filter for every post? Each element of your ad should represent who you are as a company. The visuals, message, and tone are all important. Learn from the best with this roundup of surprisingly excellent Instagram accounts.
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But ads, like that bag of salad mix in your fridge, are only good for so long. Try out different captions, formats, and audiences. If you use AdEspresso by Hootsuite or Hootsuite Ads , you have access to an even more detailed suite of real time engagement data that allows you to see which of your ads are performing best and which ones are flopping—and why. Tracking performance—and adjusting course as necessary—is the most important part of any ads strategy.
But there are plenty of other reasons to check your Instagram analytics regularly. Just like you should keep things fresh by experimenting with different ad formats and new campaigns, you should also experiment with different ad copy and visuals in the same campaign. What about different product descriptions, hashtags, or body copy? Or different colours and photos? Start learning for free today. Michelle Cyca is a writer, editor, and digital content strategist.