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8 New Social Media Platforms Marketers Should Watch in 2022

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8 New Social Media Platforms Marketers Should Watch in 2022


According to 2021 HubSpot Blog Research, most marketers search for new or emerging social media platforms on a weekly or monthly basis.

When you visit the App Store or Google Play and search “social media,” there are hundreds of apps to choose from. But, as the pool of social platforms grows, will any of them really change the game for marketers this year?

The truth is, probably so. The year 2020 changed the way we did just about everything — including socializing. Social distancing became a familiar part of our lives leaving a void for personalized communication we used to have in-person.

Nevertheless, humans are adaptable, and several new social networking sites have emerged in the last twelve months to recreate the communities we’ve had to abandon abruptly.

2022 Social Media Trends

The hottest social media trends thus far are audio-based social networking and live streaming.

Live streaming video (32%) was the second-highest trend social media marketers invested in this year, behind short-form video content. The survey also revealed that streaming performed better than expected for 52% of social media marketers surveyed.

This comes at a time when platforms like Twitch and Discord are rising and expanding beyond gaming.

As for audio, Stephanie Morgan, social media expert and founder of the marketing agency Social Lock, sees a bright future for this new type of community.

“Audio-based social networking is a relatively new concept, but it isn’t going anywhere anytime soon,” she says.

HubSpot Blog Research found that 65% of social media marketers ranked live audio chat rooms among the top three most effective social media formats.

Watching the growth of young, promising social channels will help you determine which are worth joining and which aren’t worth your time.

And, if you do end up joining a hot new social channel early on, you may have more time to pick up on what promotional content works there. This will put you ahead of competitors that launch their accounts later and might struggle to come up with creative post ideas.

To help you stay on the cutting edge of social media, we’ve compiled a list of eight young social platforms that you might want to put on your radar this year. These platforms have all gained a large user base, interest from investors, or news buzz in recent months.

For each platform, we’ll walk you through how it works, its user base, why it might be promising to marketers later on, and how you should approach it today.

1. Twitch

Year Launched: 2011

Number of Users: 140 million monthly active users

Twitch is a live streaming platform that allows creators to interact with their audience in real-time. Its leading traffic driver comes from video game enthusiasts.

homepage of new social media platform twitch

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Players can record themselves playing popular games like Fortnite and Minecraft while the audience watches and engages. Some creators also offer exclusive content to those who choose a paid subscription plan.

In addition to game content, you’ll find videos and live stream relating to cooking, music, and just about anything on this social network. Twitch also offers interactive live shows, from esports events to festivals to its 30 million average daily visitors.

The audience on Twitch skews young, with 70% of its viewers between 16 and 34 years old. From a brand perspective, it’s a great community-building platform where marketers can connect on a personal level with their target audience.

From Q&As to behind-the-scenes content, there are various ways brands can engage their audience.

According to 2021 HubSpot Blog Research, 75% of B2B social media marketers plan to increase their investment in Twitch compared to 28% of B2C marketers.

Similar to influencers on other social networks, streamers can make a living on Twitch through subscriptions, ads, and donations.

Brands can choose from a variety of ad placements, including the homepage carousel and live broadcast integrations. They can also sponsor specific streamers whose viewers are highly engaged.

new social media platform discord and its ad options

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As Twitch’s audience diversifies and expands beyond gaming, this makes it easier for brands to find their way in. In addition, brands aren’t limited to working with streamers on the platform. They can build their own presence through a branded account and features like emote, which are emoticons you can use on the platform.

2. Discord

Year Launched: 2015

Number of Users: Over 100 million monthly active users

What once was a gaming platform has now evolved into an expansive chat app.

Here’s how it works: The platform operates on servers, which are community groups that allow video, audio, and text chatting. Every user can build their own server or join one created by another member.

new social media platform: discord

When it first launched, Discord was popular among gamers who wanted a platform to stream games and connect with the broader gaming community. After raising $100 million in funding in 2020, Discord announced plans to expand beyond this community.

In a blog post, co-founder and CEO Jason Citron shared that its users wanted this change.

“Games are what brought many of you on the platform, and we’ll always be grateful for that,” wrote Citron. “As time passed, a lot of you realized, and vocalized, that you simply wanted a place designed to hang out and talk in the comfort of your own communities and friends.”

The brand underwent a brand redesign and reframed its messaging to make it a platform for all.

Discord does not do ads on the platform currently, making it a solely organic play for brands. Startup investment platform Otis had had great success in this arena.

In a Digiday article, Otis’ head of marketing, Cam Lay, shared that they’ve built a strong community of 600+ members by sharing tips and regularly engaging with users.

They also leverage their community to get feedback and gain insights into how their audience feels about their products and services.

Discord offers brands a fantastic opportunity to build brand loyalty and trust. To be successful on a platform like this, brands must be invested in their audience and willing to play the long game.

3. TikTok

Year Launched: 2017 (Founded in 2016)

Number of Users: 1 billion monthly active users

In 2018, the lip-syncing app, Musical.ly merged with a similar one-year-old app called TikTok. Today, it’ now more popular in app stores than other prominent social media platforms and is expected to reach 1.5 billion in 2022.

For those who remember Vine or Musical.ly, TikTok is like a mix of the two.

The platform allows you to film short videos that play on a repetitive loop just like Vine. But, like Musical.ly or Snapchat, you can add fun effects, AR filters, text, and musical overlays to zest things up. Like similar video platforms, it has been primarily adopted by users under 30 years old.

Once you make a video, the app also allows you to optimize it by adding hashtags to make it easier to find via search.

One way hashtags have been embraced on TikTok is through its “Discover” tab. This area of the platform allows you to sift through trending hashtags and join in on the fun. When you post a video that responds to a challenge, you can include the corresponding hashtag so those following the challenge can see your videos.

Along with being widely discussed by publications including the New York Times and Digiday, the app has also gained notoriety from comedians like Jimmy Fallon. Here’s a clip from The Tonight Show where he talks about the app and tells fans to compete in his #tumbleweed challenge:

In addition to being fun and entertaining, the app is “leaking into brand territory,” according to Krystal Wu, HubSpot’s former social media community manager. She explained that more brands are on the platform, adding that, “The Washington Post is on TikTok and they are pretty popular too.”

The Washington Post, as she mentioned, has already gained over 1 million followers.

You would expect the newspaper to post content with a more serious or investigative tone. However, the Post shows off a lighter, behind-the-scenes look at its newsroom.

In this example, one of its journalists struggles to walk up the stairs to the sounds of MGMT’s “Electric Feel”:

Brands like Guess have also started to experiment with TikTok.

To highlight its new line of denim clothing, Guess launched the #inMyDenim challenge encouraging users to publish videos of themselves wearing Guess denim with Bebe Rexha’s song, “I’m a Mess.” playing in the background.

At the moment, fashion, publishing, and entertainment companies are starting to play with TikTok. As the platform grows, we might see it expand to other industries that are able to get creative and visual with their marketing tactics.

In 2021, 46% of social media marketers surveyed in a HubSpot Blog Research study revealed that Tiktok offers high ROI, ranking third behind Instagram and YouTube. For that reason, 93% of marketers who leverage TikTok plan to increase their investment or continue investing the same amount in 2022.

While you might not want to focus all of your social media resources on TikTok just yet, it’s a great time to familiarize yourself with the app and start experimenting with a few fun videos.

You could also try to brainstorm a few challenges or video ideas that could align well with your brand and the platform’s young audience. If you see any brands that are in a similar space as you, follow them for some added inspiration.

4. Clubhouse

Year Launched: 2020

Number of Users: 10 million active weekly users

Unlike traditional social media sites Facebook or Twitter which provide an asynchronous platform for communicating and sharing content, Clubhouse leverages synchronous, audio-only connectivity between the audience and the speakers.

new social media platform: clubhouse

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It’s not quite a podcast, but a more personal way to share information with your audience who can talk back to you in real-time.

You might be wondering “What actually happens in Clubhouse?” And the truth is: It’s a little bit of everything. Topics like starting a business from top venture capitalists, relationship discussions hosted by celebrities, and even comedy clubs by up-and-coming comedians all find their way in front of live audiences.

Part of the sudden uproar about this new social media network stemmed from the way it contradicted every other social platform available today.

It was invite-only — the antithesis of how we’ve come to understand and leverage social media. The developers of the app said they wanted to get Clubhouse just right before releasing it to the public, but users already part of the in-group served as gatekeepers to thousands of conversations happening daily.

Clubhouse website homepage featuring a yellow wave emoji and App Store download.

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How can Clubhouse work for marketers and brands? That’s yet to be determined, but professionals are experimenting right now. The race to crack the code on Clubhouse is a fast one as content creators are building their audiences quickly in hopes of securing monetization opportunities when they become available.

Not sure how to leverage it? Consider hosting an informal focus group, starting a conversation about a high-traffic blog article your company has published or contributing to a conversation hosted by a thought leader in your industry.

5. Twitter Spaces

Year Launched: 2020

Number of Users: Unspecified

Similar to Clubhouse, Twitter Spaces is a beta version of the app’s newest audio feature. This voice chat alternative to the social platform’s traditional 280 character tweets is open to anyone with an iOS device, but only a select group of people chosen by Twitter can create their own space to start a conversation.

new social media platform twitter spaces

While the app is similar in nature to Clubhouse, Twitter is venturing into this new audio-only territory to discover opportunities and threats in this type of community. Clubhouse has addressed its challenges with enforcing community standards – an opportunity Twitter wants to figure out to make the platform safe for everyone.

Morgan predicts some promising insights about the newest audio-only social network by Twitter,

“Spaces will be a great feature on Twitter because it’s already a dialogue-friendly, majority non-visual platform,” she says.

She anticipates that hosting live discussions, training sessions, and customer Q&As could be a few use cases for businesses to utilize Twitter Spaces once it is released to the public.

6. Caffeine

Year Launched: Founded in 2016 and unveiled in 2018

Number of Users: Unspecified

Caffeine.tv, a platform built by ex-Apple designers, allows you to create live broadcasts for friends and followers. The broadcasts show up in a feed where you can give an emoji reaction or respond with comments.

new social media platform caffeine.tv's streaming app interface

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Along with live video broadcasts, you can also stream your computer or TV screens as you play video games. This makes Caffeine a possible competitor to the slightly older game-streaming service, Twitch.tv. Similar to Twitch, which offers you money for high views or subscriptions, Caffeine has launched a monetization program that rewards engaging broadcasters.

The company hasn’t specified user numbers yet, but its Crunchbase profile reveals that it has over $290 million in investments so far.

Aside from investor interest, the platform is starting to make waves. Back in 2019, the platform was used to broadcast the 2019 X Games in Aspen. In 2021, the Ultimate Rap League and musician Drake used the app to stream the rapper’s birthday event.

Caffeine’s success so far demonstrates how live video and video platforms are gaining quick adoption from younger audiences, especially in the Gen-Z age group. If the app continues to gain interest, marketers might consider using it to show off their brand through a variety of strategies, like behind-the-scenes content, Q&As, or other live videos.

This platform could also be useful to marketers in a wide variety of industries, including news, entertainment, gaming, and sports.

If live-streaming could help your company spread awareness of a product, it might be a good time to familiarize yourself with both Caffeine and Twitch.

As you learn more about the platforms, be sure to determine if your audience is actually using either of them and what they’re using them for. You should also check out what similar brands are doing if you find any with active accounts.

If you have an idea for a live stream that seems too out of the ordinary for Facebook or Instagram, Caffeine could be an interesting place to test it. Because the platform is new, there might not be many norms or rules associated with what content works or doesn’t work just yet.

7. Instagram Reels

Year Launched: 2020

Number of Users: Unspecified

We can’t deny that TikTok changed the game for social media since its debut in 2017. It’s still on our list this year as the platform continues to reinvent itself and expand into new audiences.

In 2019, Facebook took notice of the TikTok trend and responded with Lasso, but ended the effort to make room for Instagram Reels.

Instagram Reels shown on three separate phone screens

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Reels is now in direct competition with TikTok, offering a similar video creation functionality. Instagram users can create videos adorned with special effects, music, and transitions notorious for keeping users in a loop.

How can reels work for your business? Everything from sharing product releases to how-to guides, Reels can be an engaging method for brands to make a presence with the Gen Z audience. If you’re not sure how to start, The Social Impact has some fun and informative examples of how to use Reels.

Not sure how to leverage this new Instagram feature? Start with your brand. Reels are a fun type of content that can display your brand’s personality. You don’t need fancy camera equipment or a director to publish content that has the viral factor.

If your team simply doesn’t have the capacity to produce this content yet, consider tapping an industry influencer to create reels on your behalf.

8. Houseparty

Year Launched: 2016

Number of Users: 20 million+

Houseparty is a group video messaging app that allows video chats that can host eight users at a time. To make things more fun for everyone in the chat, you can use video filters, stickers, and other fun effects while a live conversation is in session.

House party website homepage featuring a yellow and red background, yellow waving emoji and tagline.

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While the app itself has been around for a few years, it has gone through a few evolutions and recently gained large bumps in interest and users. The app first started as Meerkat, but rebranded itself to Houseparty and revamped its features. Since then, Houseparty has climbed app store charts and risen from 1 million to 50 million users in 2020.

Although the app does offer ad space, marketers of the future might use it in other creative ways. For example, a small makeup company might sponsor a “houseparty” where an influencer can answer beauty questions and show attendees how to use one of their new beauty products.

Although it might sound promising, still keep in mind that this app has a number of big-name competitors, including Snapchat and Zoom.

This app might also take added time and creativity. If you don’t have time to host a houseparty or can’t think of one that would effectively market your product, you might want to prioritize other platforms first.

How to Navigate The New Social Media Landscape

A marketer who discovers a hot new social channel first can become an expert on posting engaging content before their competitors even sign up.

But, while it’s important for marketers to keep interesting platforms on their radar, the first priority should still be to focus time, effort, and resources on the platforms that are already thriving.

To make sure you’re balancing your time between new and old channels accordingly, focus on growing and refining strategies on the successful platforms, then timebox an hour or so once a month to look into newer platforms.

If you find a platform like TikTok, that’s both relatively new and has a fast-growing user base, brainstorm, and schedule a few experimental posts.

Be sure to use experimentation time wisely and on the right platforms. While TikTok is a great place to experiment and doesn’t seem like it’s going anywhere soon, there’s always a chance that an extremely niche platform, like Clubhouse, could get overshadowed by a larger competitor – Twitter Spaces.

When you’re determining which platforms are worth watching or experimenting on, here are six questions your team should ask themselves:

  • What are its active user numbers? Big numbers could mean that the platform is gaining momentum and that you have even more chances to engage with a large pool of users.
  • Are publications or thought leaders talking about it? If a platform doesn’t specify exact numbers, but a lot of people, prominent figures, or news publications are discussing it — it might be promising.
  • Do older platforms have a similar tool and a bigger user base? If an older platform does the same thing, people might hesitate to adopt a newer platform. For example, marketers primarily use Stories on Instagram as opposed to Snapchat. Although Snapchat pioneered the story, the Instagram interface and experience are things that a lot more people know, understand, and trust.
  • Will my audiences understand how to use the platform? Will my audiences understand how to use the platform? It might be challenging to get a less tech-savvy person to join Snapchat or TikTok, but they might love a platform like Facebook or Twitter because the interfaces might be easier to understand. Pick platforms that your audience can easily use and enjoy.
  • Will audiences even be interested in the platform? Will audiences even be interested in the platform? While a tech novice might not enjoy TikTok, a teenager might get bored on a platform like Facebook. In fact, younger people prefer visual apps like TikTok and Instagram. While you want to pay attention to the level of adaptability, you also should pay attention to how your audience wants to consume media.
  • What type of content or post could we use to promote our brand on the platform? You should always make a plan of action when considering or launching a social platform. If you can’t come up with any interesting ways to market your specific product on a niche platform, you might want to hold off on making an account. On the other hand, experimenting with different posting strategies could allow your brand to look creative and cool to the platform’s audience.

Should you follow the social media trends of 2022?

Consumer behavior changes quickly in the digital space, and businesses that adapt to social media trends could see success.

If you keep an eye on this kind of marketing research and tailor it to your target audience, you can craft a stellar social media plan that drives awareness and shows your brand in a creative light.

Remember, every trend won’t work to achieve your goals, so don’t venture into this new social media landscape without the most up-to-date data.

Editor’s note: This post was originally published in July 2019 and has been updated for comprehensiveness.

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Why we care about performance marketing

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Why we care about performance marketing


Performance marketing refers to a variety of online advertising programs where parties are paid when a specific action  is completed. It’s often associated with pay-per-click (PPC) models on search engines (where advertisers pay for clicks versus impressions). However, it isn’t limited to that, encompassing any marketing approach that’s tied to a specific action. 

In addition to the traditional affiliate relationships with publishers, performance marketing opportunities now include influencers on social media, e-commerce-focused web destinations and creators all across the digital landscape. Tech platforms help broker these relationships by setting and measuring specific goals and compensation that help deliver results from the third-party publisher, creator or influencer back to the brand.


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It can be a powerful tool for marketers since it allows you to track and optimize campaigns in real-time based on measurable actions. It can help with the ROI of your marketing budget by providing data and insight about how, when, and where to allocate your spend. 

Even so, performance marketing remains vulnerable to fraud from bots and other malicious actors. Marketers need to be vigilant and skeptical about the data they’re seeing to avoid paying for actions that aren’t real. 

There are many tools and software solutions that facilitate the planning, launch, tracking and optimization of performance marketing campaigns. These tools range from simple website tracking tools to more sophisticated platforms that offer a complete suite of performance marketing capabilities. In this post we’ll cover:

  • What is performance marketing?
  • Types of performance marketing models.
  • Why marketers should care 
  • How reliable is it?
  • Who uses or works with performance marketing tools?
  • What types of tools or software enable performance marketing?
  • How performance marketing can help marketers succeed.
  • The future of performance marketing.
  • Additional reading.

What is performance marketing?

Performance marketing is any online marketing activity that can be tracked and attributed to a specific action or result. 

It encompasses any digital marketing tactic that can be tied to a measurable action – influencer, video, affiliate, search, and content marketing are all fair game in the performance marketing ecosystem.

There are three main types of performance marketing payment models:

  • Percent  of sale – The advertiser pays a commission on each sale generated.
  • Leads – The advertiser pays a fixed amount for each lead generated.
  • New customers – The advertiser pays a fixed amount for each new customer acquired.

There are also hybrid performance marketing models that encompass multiple payment types. For example, an advertiser might pay a lead generation fee plus a percent of sale commission to their performance marketing partner.

It’s important to note that performance-based marketing tactics like paid search, where advertisers only pay when a user clicks on an ad, is not performance marketing. While PPC/CPC campaigns focus on an action (the ad click), they don’t necessarily lead to a performance-based outcome like a sale or sign-up. 

Why marketers should care about performance marketing

Performance marketing opportunities have opened up beyond traditional affiliate relationships with publishers to include influencers on social media, e-commerce focused web destinations and creators all across the digital landscape.

Tech platforms help broker these relationships by setting and measuring specific goals and compensation that help deliver results from the third-party publisher, creator or influencer back to the brand.

How reliable is it?

It’s impossible to talk about digital advertising (the machine that drives performance marketing) without addressing the $68 billion dollar elephant in the room—ad fraud.

 Globally, digital ad fraud will cost companies nearly $70 billion this year, with $23 billion lost by U.S. companies alone. That will amount to about $100 million per day by 2024.

A (short) list of why ad fraud happens:

  • Bots simulate real user traffic on websites or apps to generate ad impressions.
  • Invalid traffic is generated by humans who click on ads to deplete their competitors’ budgets, or are paid to click/view ads (click farms).
  • Fake websites (with fake traffic) are created to inflate impressions for programmatic ad buys.
  • Domain spoofing imitates a premium website (e.g., the New York Times) to sell fake ad inventory.
  • Cookie stuffing which uses affiliate tracking cookies placed on a user’s device to track a purchase on a site like Amazon (thus stealing the commission from a legitimate affiliate).
  • Ads are stacked and the same inventory is sold multiple times – technically the impressions are real, but web visitors only see the ad on top of the stack
  • App install fraud occurs when a bot generates fake app installations or a user is incentivized to install an app and then quickly uninstall it

Since performance marketing campaigns look at actions (sales, conversions, leads) rather than superficial metrics (views, clicks, impressions) it’s theoretically a better approach.

Even so, the scale of click fraud is so massive it inevitably impacts the amount you’ll pay for your desired action. The cost of digital ads is increasing – up 11% in the first quarter of 2022 versus the previous year with no noticeable improvement in performance.

That makes it more expensive for your affiliates and partners to buy digital ads and increases the cost per action (CPA) for you.

Another issue: while faking sales is difficult, faking certain actions isn’t, particularly on mobile devices. Bots can simulate real user downloads and app installs, click on links and fake in-app events.

The best way to ensure that your performance marketing campaign is, in fact, performing is to monitor the quality (and validity) of the actions you’re paying for.  For example, you can use a lead verification tool like LetsVerify to ensure that the leads you’re paying for are real people who have been contacted and are interested in what you’re selling.

Read next: Gannett ad mishap highlights concerns about programmatic advertising

It’s also worthwhile to monitor your CPA along with lead quality and/or sales volume. If your CPA is going up (or suddenly spikes), this can be  a sign that you’re being targeted by fraudsters.

Performance marketing is a very specific and data-driven — and digital — approach to generating results, so it tends to fall within the purview of digital marketing teams. 

That said, regardless of where performance marketing sits within an organization’s marketing ecosystem, many people/departments use its tools and strategies.

Here are some ways different groups use performance marketing technologies:

  • Marketers plan, execute and measure performance-based campaigns.
  • Publishers track performance and get paid for results.
  • Influencers find opportunities, set goals and measure performance. 
  • Advertisers find publishers and influencers to work with, set performance-based goals and track results.
  • Business growth leaders identify and track opportunities for growth.
  • Agencies find and work with publishers and influencers on performance-based campaigns. 

Tech tools in the performance marketing space span from tracking and attribution to influencer and affiliate management. They also include features for identifying and reaching out to influencers, publishers, and partners.

The types of performance marketing tools include:

  • Partner software: This helps brands find, connect and manage relationships with performance-based partners like publishers, influencers and affiliates.  Tools like PartnerStack and Everflow enable businesses to manage influencers and referral partners (e.g., consultants, agencies, customers), track their performance and get paid for results. 
  • Referral/affiliate software:  This allows marketers to manage affiliate programs and partners with features that enable commission payments, program launch and marketing automation (e.g., emails, social media, paid search, etc.) Tools like LeadDyno and OmniStar Affiliate fit within this category. They also help with recruitment, SEO and tracking/reporting.
  • Influencer management software: Influencer management software helps brands identify, manage and track relationships with influencers. Tools like Grin (for eCommerce businesses) and Upfluence help with influencer discovery and outreach, performance tracking, campaign management and payments. 
  • Marketing attribution software: Businesses can use this to attribute results to specific marketing activities using marketing analytics and data. Attribution tools also help marketers understand which activities are driving the most ROI. Tools like Google Analytics and MixPanel focus on website analytics while campaign-specific tools like Sprinklr and Pointillist measure customer journey analytics across all digital marketing channels. 

There’s a lot of crossover with features and functionality among these types of tools. So it’s important to choose a performance marketing platform that offers features specific to your needs and easily integrates with your tech stack.

How performance marketing can help marketers succeed

Performance marketing can be a very effective way for marketers to drive results and grow their business. Instead of paying up front for advertising programs and inventory that may not produce results, performance-based campaigns are a low-risk way to test and measure what’s working (and what’s not.) 

In addition, performance marketing allows you to effectively allocate your marketing budget by only paying for results. This can help stretch the marketing budget further and ensure that every dollar is working as hard as possible to drive ROI. 

Key benefits include:

  • Trackability:  Performance marketing provides marketers with data and insights that can be used to continually optimize campaigns and improve results. Campaigns are tied to specific transactions and KPIs, so performance can be tracked and reported at a granular level.
  • Diversification: You have the capacity to expand your reach beyond traditional sales channels and revenue streams. It gets your partners and affiliates involved in the success of your business, which can lead to long-term relationships. It also helps you reach new audiences and niche markets in organically discoverable ways (e.g., when an influencer promotes your brand or product to their followers). 
  • Efficiency: It is a low-risk way to grow your business. You only pay for results (e.g., a sale, sign-up, etc.), so there’s no wasted spend on inventory or ad placements that don’t produce results.
  • Creativity: Working with partners, performance marketers can develop unique campaigns and content that resonates with their specific niche audiences. This means you capitalize on new trends, technologies, and channels as they emerge.

What’s next for performance marketing

There are several digital marketing trends converging right now that are impacting the efficiency and ROI of standard CPM and CPC/PPC-based digital marketing programs. 

  • Digital ad fatigue: The average person is exposed to between 6000 and 10,000 ads a day. This is fueling an ad avoidance phenomenon among internet users. Most consumers are proactively avoiding advertising with ad blockers, ad skipping and the consumption of ad-free media. According to Blockthrough, an adblock recovery platform, 81% of people who use ad blockers in the U.S. do so to avoid annoying or intrusive ads.
  • Increased competition: There’s a marked increase in advertiser competition online, as the number of brands and businesses competing for consumer attention continues to grow. Two-thirds of global ad spending will be digital in 2022. According to eMarketer, spend is expected to exceed $867 billion by 2026.
  • Data and privacy issues: Consumer concerns about how companies use their data, combined with an increased need to comply with privacy laws like GDPR and CCPA, are impacting the effectiveness of digital marketing campaigns. Consumers are increasingly aware of their data being collected and used and less willing to click on ads or give up personal information. 
  • The death of cookies:  With the demise of third-party cookies on browsers like Safari, Firefox, and (very soon) Chrome, digital marketers will need new ways to target audiences and track campaigns. This has marketers relying on  first-party data and server-side tracking, or the use of alternative tracking methods like unique identifiers that are privacy compliant. 

Performance marketing, which focuses on quality over quantity, enables marketers to develop unique campaigns on emerging digital channels which tend to resonate more with digital audiences. Since they’re tied to actual results (e.g., sales, revenue and leads), they also deliver a higher ROI. 

These campaigns can also garner a wide reach in terms of impressions, clicks, and views since performance marketing partners use a variety of tactics, including reaching out to their existing networks. 

As a result, performance marketing is poised to continue growing in popularity among marketers looking to drive real results from their digital marketing programs. 

Additional reading

Want to learn more about performance marketing’s capabilities and applications across the digital landscape? Here are some resources to help you improve your practices:


About The Author

Jacqueline Dooley is a freelance B2B content writer and journalist covering martech industry news and trends. Since 2018, she’s worked with B2B-focused agencies, publications, and direct clients to create articles, blog posts, whitepapers, and eBooks. Prior to that, Dooley founded Twelve Thousand, LLC where she worked with clients to create, manage, and optimize paid search and social campaigns.



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What is Employee Engagement? [+11 Data-Backed Benefits and Strategies]

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What is Employee Engagement? [+11 Data-Backed Benefits and Strategies]


If you’re playing along with buzzword bingo, you’ve heard the term “employee engagement.” But it would be a mistake to dismiss it as just a buzzword. Ignoring engagement costs the global economy 8.1 trillion dollars each year, according to a study by Gallup.

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How Can You Improve Your Blog’s Content with a Paraphrasing Tool?

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How Can You Improve Your Blog’s Content with a Paraphrasing Tool?


Paraphrasing tools are getting extremely popular, especially among bloggers. The reason is that these tools allow them to rewrite some of the old stuff with very high accuracy.

Uniqueness is the most important factor that determines the search engine ranking of your website. Most search engines determine the worth of your site by looking at the content that you post.

This is why you need to make sure the material you write in your blog contains zero plagiarism. For this purpose, you can use paraphrasing tools. These tools allow you to come up with unique ideas, words, and phrases that you incorporate into your blog to increase readability as well as reader engagement.

What is a Paraphrasing Tool?

A paraphrasing tool can be used to generate new text to explain existing ideas, concepts, or themes. These tools take minutes to convert your old text into an entirely new form having new phrases, words, and synonyms while keeping the original theme intact.

These tools improve the readability, grammar, and other key aspects of your text to make it coherent and consistent. These tools use AI technology to make your content unique and to improve the tone, style, and other features.

There are many reasons to use these tools and in this next section we will take a look at some of these

1. Complete Analysis of Your Content

Before rephrasing your content, these tools analyze it completely to determine a few key things. These include word count, readability, spelling and grammar mistakes, and the main theme and tone of the content.

This complete analysis allows these tools to generate highly accurate content that you can post on your blog without fearing plagiarism.

These tools are very accurate when analyzing your content and that allows you to trust these completely to perform paraphrasing for you.

2. Changing Content Tone

The tone of your content is what separates it from others and engages your audience. Paraphrasing tools can rewrite your material while giving it a pleasant and consistent tone.

These tools can make adjustments that make your content easy to read, understand, and digest. By working on the tone of your text, these tools make it SEO-friendly which leads to better search engine ranking.

3. Better Content Flow

When writing content for your SEO or blogs, you need to make it seem like it’s connected and flowing in a consistent manner. Writing about different stuff randomly makes it seem all over the place which leaves a bad impression on your readers.

Paraphrasing tools can help you improve the flow of information that you provide in your content. This makes it more concise and understandable.

Some Ways in Which Paraphrasing Tools Can Improve Your Blogs

Paraphrasing tools are really a blessing for bloggers and general content writers. These tools save time and offer very high accuracy.

Here are some of the main ways in which such tools can help you write plagiarism-free blogs

1. Replacing Words with Synonyms

The main reason these tools are effective is that they offer a number of synonyms for every word in the content. You can use these tools to replace single words, phrases, sentences, or even paragraphs.

The paraphrase online turns your entire text into something new which makes it free from plagiarism of every type.

2. Improve Spellings and Grammar

Paraphrasing tools improve the grammatical errors and inconsistencies in your original text. These tools highlight lines that need to be changed and you can use some other tool to eliminate these errors.

These tools also identify and remove spelling mistakes as well. The final content that you get from these tools is immaculate in every way. It is consistent with the main theme and each sentence flows from the last one.

3. Save Time and Energy

Paraphrasing without a tool can take so much of your time and energy. You need to consult various sources to learn new words and ideas to incorporate into your text which is very time-consuming.

Paraphrasing tools help you save a lot of time by rewriting more than 1000 words in a matter of a few minutes. Doing this yourself can take several hours which you can spend on something more important.

4. Cost-Effective

Hiring content writers to write unique content for your blog is quite expensive. You have to spend a lot if you hire someone else to rewrite content for you and there is still no guarantee that the contest will be plagiarism-free.

You can find several free paraphrasing tools online to do that for you. These tools require no registration or login which means you can just go online and convert the text instantly.

5. Creative Writing

Most paraphrasing tools can help you write creative content. These tools take your words and phrases as prompts and use AI to write creative material that you can post on your blog.

This is especially helpful for a writer suffering from writer’s block. These tools can inspire them to look at things from a different perspective. This improves their skill as a writer and enhances the quality of their content.

Final Thoughts:

So, these are some of the few ways in which paraphrasing tools can help you improve the content of your blogs. These tools can help you write better material that has zero grammatical errors and is more engaging.

Without these tools, you will only be wasting your time and money with little to get in return. Paraphrasing tools are being used both by academic and non-academic persons who often find it hard to rewrite stuff due to having limited vocabulary and a grasp of grammar.

Now you know what are some of the major benefits of using paraphrasing tools when writing content for your blogs. These tools can lead to better content for your blogs that is both search engine friendly and engaging.

We hope this stuff helps and we suggest you to use these tools for improving your skills as a blog writer.      



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