Before launching a social media advertising campaign, marketers must ensure they have several key components in place. It is important to clearly define goals, objectives and KPIs, and to benchmark success to identify what this looks like for a brand. This chapter covers planning and strategy for social media advertising, including goal setting, how to […]
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. […]
Running campaigns across multiple social media platforms simultaneously can be time-consuming and resource intensive. Thankfully, there is a wide range of tools on the market that are specifically geared to making the advertiser’s life easier. This chapter covers a variety of tools marketers can consider using to support their social media advertising strategy. In general, […]
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 […]
Each platform has unique user behaviours and features that have changed over time. Platforms chosen will be dependent upon audience, objectives, resource and budget. This chapter provides a summary of each of the major social media platforms’ roles, purposes and personalities so that advertisers can decide which is best for reaching their audiences. Understanding each […]
This webinar looks at the strategic and commercial benefits of neurodiversity and offers guidance on creating inclusive experiences for customers and empoyees.
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 […]
An email strategy should cover all aspects of the email programme, including when, where, what and whom to email. Today, however, marketers have an increasingly complex number of points to consider. This chapter covers several developments that marketing teams, even those with long-term, well-defined email strategies, should review to determine whether they are included in […]
Marketing automation offers exciting possibilities for businesses that want to expand the scale and reach of their marketing activities while driving efficiency. This chapter looks at the potential of this technology for email marketing. Email marketing and automation: An overview Event-triggered emails are among the most powerful types of email messages as they are contextual, […]
Although loyalty programmes and email marketing have often existed in silos, relying on separate databases, they are natural allies, with each having the capability to benefit the other. Any new communications strategy should include loyalty programmes as an arm of email marketing. The potential for alliance between these channels is discussed in this chapter. Several […]