75% of global sales occur through indirect channel partners, yet many brands still rely on antiquated and ineffective methods of supporting and leveraging their channel partners. Today, success requires innovation and collaboration to drive local engagement, activation, and sales. Complete with use cases, this white paper demonstrates why offering collaborative social advertising solutions to your network of channel partners will dramatically improve the sales of your products/services, and in doing so, enhance the value and depth of your channel partnerships.
We speak with brand marketers all the time who instantly see the value of Facebook at the partner level because it’s truly new audience acquisition. Yet only 2% of the organic Facebook posts your partners make are seen, and even then, they’re only served to people who already liked their Page. Inevitably, the question gets raised,
“If I offer social advertising to my partners, are their efforts going to compete with my brand-level campaigns where I end up paying more for my national social advertising?”
This couldn’t be further from the truth. Not only does local social advertising not compete with your national campaigns, but local social advertising is highly complementary to the efforts you’re already doing. In fact, if you’re only running social advertising at the national level, you’re essentially using only half the Facebook platform’s power, exponentially decreasing your opportunity to activate sales in a competitive market.
National Campaigns Cannot Empower Consumers Fully
What we see time and time again in national campaigns is the marketer doing an excellent job focusing on and converting shoppers who only want to transact digitally. Consumers add the product to their online cart and do not need assistance or advice to complete their purchase.
However, for high-touch industries, most shoppers need some type of assistance. For example, a consumer who is new to the Southern suburbs of Chicago, experienced flooding in their basement this June because of the bad storms. Before moving into their new home, the consumer bought the basic home insurance plan from a top insurance provider after seeing a national advertisement. Unfortunately, the basic home insurance package did not cover the basement flooding. The consumer realized that to find a suitable plan they would need to talk with someone directly who had local knowledge and could tell them which plan would protect their home best. Local social campaigns can promote the brand’s local expertise, advertising for the needs of that neighborhood. Local ads build trust in your brand at the community level and direct consumers to a location near them so they can receive advice and complete transactions that align with their individual needs.
For all industries, local campaigns allow brands to gain access to where their products are sold with their channel partners as the conversion point. This enables brands to be locally relevant while also creating loyalty with their local channel partners.
Local Campaigns are Specifically Architected to Prevent Competition with National Efforts
National and local campaigns can be deployed to the same pool of Facebook and Instagram users, so competition will obviously arise, right? Actually, no. Facebook optimizes the two ads (national and local) based on who is most likely to take the desired action (click, view, submit a lead, etc) and the targeting parameters break up any competition for users between campaigns because the users who make up the national targeting are likely different from those who are being targeted locally.
Moreover, national campaigns have different goals than local campaigns. A national campaign could be focused on overall brand awareness objectives or even direct to consumer engagement, while localized campaigns serve as a direct response, focused and targeted to those who prefer to shop in store or through partner ecommerce sites. Local ads are like connective tissue, they bridge the gap between national campaigns and direct points of sale. With different objectives and different purchase paths, local campaigns can be complementary rather than competition to your national branding efforts.
Local campaigns allow your brand to focus on the micro markets that often get overlooked by national campaigns. Your brand can leverage what matters at a much more granular level such as who you want to target versus who you don’t want to target. Targeted communication in micro-markets activates both increased and consistent engagement. That’s because Facebook is a community platform, and Facebook rewards ads that are relevant to the community with increased frequency and a discounted budget.
Local Campaigns Provide Better Consumer Data
Local social campaigns can offer your brand analytics and insights that national campaigns could never give you. For instance, your weekly report found that your national campaign got 100K impressions in the Chicagoland DMA. This is good information, but with local social advertising you can get more granular results: 30K impressions came from Oak Brook, 10K came from Joliet, 50K came from Downers Grove, 5K came from Hinsdale, and 5K came from La Grange. With these localized insights, you can understand where performance happens and control where you allocate your ad spend.
We can think about this another way. A researcher decides to gather data on the vehicles that drive on the road next to their university. Using two volunteers, the researcher assigns them different tasks, but with the same objective: what cars use this road. Volunteer One is told to count how many cars go by and how many trucks go by in a 10 minute period. Volunteer Two is told to write down the make and model of every vehicle that goes by in a 10 minute period. Who comes back with better data? Who comes back with data that can be used more effectively? Both will collect solid data, yet Volunteer Two will hold data that offers both a macro and micro view of the cars that use the road.
In a post-iOS world, without third party data cookies driving brand marketers’ insights and longitudinal and latitudinal messages being sent, the very best way for marketers to target audiences will be with micro-campaigns. Otherwise, they will not be able to rely solely on location data.
Don’t let your brand miss out on this overlooked opportunity to get the most out of your Facebook strategy. Contact us today.
On social media, brands sit at the center of an interconnected network of brand intermediaries, partners, and consumers. The research outlined in this blog reveals that brand awareness, content quality, and consumer interactivity are the primary drivers (or mediators) of latent sales activity within brand networks. Brands that are proactive in establishing connections that empower their intermediaries have an advantage on social when it comes to driving online and offline sales activity with consumers
Regarding customer-level advertising, brands today not only must contend with an ever-fragmented media environment, but also ever-evolving consumer expectations on what constitutes appropriate brand communication by medium. While consumer engagement has emerged as a leading KPI for brand marketers on social, its definition can range from likes to comments to clicks to sales, with the key being return on advertising. An often patient process, the modern social campaign aims to engage and eventually convert to actual sales activity.
This article focuses on academic research that explores the elements of brand content on social media that positively impact business outcomes, most notably quality and relevance in the forms of demographic differentiation and personalization. These elements are achieved through a brand-guided, distributed social advertising program in which the brand provides high-level, quality creative that activates through collaboration with and empowerment of brand intermediaries.
A recent study in the Journal of Brand Management, Social Media Brand Engagement in the Context of Collaborative Consumption: The Case of Airbnb, outlines the benefits of collaboration. The notion of synergetic brand communication on social media reflects a more recent shift in industry over the last few years.
The researchers in this study (Schviniski et. al.), a mix of communication, marketing, and economic professors, examined how Airbnb uses brand-to-consumer collaboration to drive bookings outside of direct transactional frames, where Airbnb resides at the center of a larger network of fractured peer-to-peer communication between intermediaries, using its considerable agency to drive sales. Airbnb’s user base is segmented into different consumer groups. The first group rents properties they own and have an interest in promoting these properties, while the other group comprises consumers who come to the platform to book properties and have an interest in collaborating with other users through reviews. Airbnb and its brand positioning sits at the center of this digital nexus.
Through Airbnb, the researchers examined how brand equity affects consumer’s online brand-related activities (COBRAs). The researchers utilized a survey and behavioral-based approaches to examine a subset of Airbnb users on social media. Leveraging structural equation modeling (SEM) to place the results into context, they established brand content along two associations: hedonic and functional.
The researchers note that “functional associations are related to utilitarian, economic, and rational aspects of the brand regarding, for example, reliability, competence, skillfulness, usefulness, and quality.” They define hedonic brand associations as providing “subjective meaning to the brand, encompassing emotional and affective image.” These distinctions are important to unpacking their findings that content “that [is] attractive, desirable, and strong in character and personality directly motivates CBE [Consumer Brand Engagement] behaviors toward Airbnb.” In other words, content that feeds emotional needs drives collaborative consumer brand engagement over content that simply informs.
“This finding is in line with Kennedy and Guzmán’s (2016) finding that fun is on of the main consumer motivators to co-create, and thus, being a hedonic activity, consumers will place more trust on the information that has been co-created and is found on social media” (Reimer and Benkenstein 2016; Ruiz-Mafe et al. 2018).
That consumers would place more trust in co-created content on social media is an important finding, especially because it drives sharing and co-creation, the heart of collaborative social advertising. Contrasting with functional content, the researcher notes that “functional associations mainly lead to passive forms of CBE [consumer brand engagement] such as reading posts, while main effects on more active forms such as contributing and creating are achieved through hedonic aspects.” When brands are able to promote themselves in hedonic frames, consumer engagement increases, which is perhaps not all that unsurprising.
It’s Airbnb’s active role in driving consumer activity with this content that gives it sales power. Schviniski et. al. note that, “in order to generate a hedonic brand image, managers should associate brands with other entities (such as people, events and places)” This highlights the importance of intermediaries in distributing brand messaging that’s trusted and valued by consumers in the consideration phase. This strategy speaks to human intuition – a trust in people over entities. In the Airbnb example, reviews on social media are a form of collaborative content that allow both ends of Airbnb’s “consumer base”, that is, the users who come to Airbnb to get bookings for their property, and the consumer who comes to Airbnb to book to interact. Through collaboration, these two groups help drive the Airbnb sales engine on social. It becomes a self-fulfilling prophecy of sorts, Airbnb establishes itself as a trusted place to find verified bookings to fun and exotic places and provides the market with a platform to do so. But it’s made real through the users collaborating, as Schviniski and team conclude:
“If consumers find Airbnb attractive or desirable, they will engage with the brand on social media, actively contributing and helping to co-create Airbnb brand meanings, even if their intentions toward sustaining core transactions are only low influenced.”
Going on to note
“Yet, though functional associations proved to be less relevant in this study, its role in building OBE [Overall Brand Equity, or Brand Awareness] should not be overlooked, particularly considering the need to build a trustful Airbnb brand and ensure that guests will revisit.” (Schivinski, Langaro, Fernandes, 2020)
In a manner of speaking, Airbnb’s brand marketing is what places the reviews and other consumer-facing social content into context. You can’t have a virtuous collaboration across your users and consumers, if you don’t first firmly establish the centrality of your brand as being the genesis of collaboration
Schvininski and team magnify just how closely interconnected the concepts of engagement and brand awareness are. While you may think these findings only lend themselves to brands with user provided and reviewed products, with further interrogation, we actually learn that these findings hold true in other industries, even those that operate in the brick and mortar space.
Hedonic Frames in Practice
With use of the intermediary (the bar) for publishing, the company facilitates sales by creating a community connection with the consumer versus simply selling product. Additionally, the company strengthens its partnerships with establishments pouring its brands and dramatically lowers its cost of advertising. Read the Full Case Study
To further underscore the importance of a brand establishing and maintaining control over its core message, check out our blog Academic Research: High Quality Creative Unlocks Consumer Trust and Purchase Intent, where we examine Amal Dabbous and Karine Aoun Barakat’s work Bridging the online offline gap: Assessing the impact of brands’ social network content quality on brand awareness and purchase intention. Pairing these findings with our previous blog – looking at two different industries and independent studies – it is notable the similarities across their findings as it pertains to the centrality of the brand in distributed social advertising.
Learn more about how collaborative advertising™ increases sales activity for the brand and channel partner. Read The Indirect Majority – Why the Future of Social Advertising is Collaborative.
A common thinking is that if you’re a national brand, you should be doing national advertising. The reality is that despite how large your brand is, 75% of all transactions still occur at a local retailer. We’re not saying national advertising doesn’t have its place, but by only focusing on brand-level advertising, you’re missing out on a huge portion of your market. This is more contrarian than you realize for three primary reasons.
Social Media is a Community Platform
Facebook and Instagram, is about connecting with people you know and connecting with your community. That makes national advertising counter-intuitive to the nature of the platform itself – a proverbial orange in the apple cart. Yet Facebook’s communal approach makes it the perfect venue for the 90 million small and medium-sized businesses with Pages on the platform, 88% of which advertise on the platform. Combine those stats with knowing the average user clicks on 12 ads per month, and it becomes incredibly obvious that since Facebook is a community platform, it should be treated as such by your marketing team.
Not Every Place is the Same
The Cleveland DMA (Designated Market Area) ranges from active downtown, to bustling suburbs, to expansive farmland. At a macro level, New York City may differ vastly from Miami, but within these cities, there’s a different culture and lingo depending on what borough or area you live in. While proximity matters, local personality and cultural norms matter too. For example, if you’re trying to advertise bicycles, your creative will want to address where people typically ride in those areas, (city bikes vs beach bikes vs mountain or trail bikes), and even what they wear while riding.
Because Facebook is communal, you have to reflect relevant cultural norms if you want to see a higher level of engagement. A national or even DMA-level ad only allows you to speak about yourself, not about who you’re talking to.
Local Social Advertising Just Performs Better
It’s no wonder that marketers tend to think of Facebook and Instagram advertising as a top of the funnel activity because so many times campaigns that are branding-built are too general to effectively use the power of the social platform. Local campaigns show 2-3x more conversions* than national campaigns. Time and time again we find that marketers are able to collapse the funnel by driving things down not only to a local level, but a culturally-relevant level all the way down to the individual retailer. Local social advertising allows you to reflect your brand from initial exposure to your product all the way down to where consumers can hold it in their hand.
Learn more about how collaborative advertising dramatically increases content quality and brand awareness through a more personalized, localized approach to social advertising. Read The Indirect Majority – Why the Future of Social Advertising is Collaborative.
*Tiger Pistol Internal Data
Tiger Pistol Honored by Franchise Update Media with Local Marketing Leadership Award for Work with Coldwell Banker
Tiger Pistol, the developers of the only Collaborative Advertising Platform™ that makes high performance social advertising simple and scalable for brands and their channel partners, recently won the Local Marketing Leadership Award in the prestigious Franchise Innovation Awards.
“We’re thrilled to be honored for this latest award, continuing our streak of more than 20 industry recognitions in the last 20 months,” said Paul Elliott, CEO, Tiger Pistol. “Earning the distinguished Franchise Innovation Award demonstrates the power that our Collaborative Advertising Platform brings to the franchise advertising model, which requires a delicate balance between the needs of the brands and their franchise partners.”
Tiger Pistol’s winning entry, Coldwell Banker Achieves Rebranding Success with Collaborative Social Advertising, highlighted Social Ad Engine, a purpose-built collaborative social advertising solution that pairs Coldwell Banker’s real estate industry expertise with Tiger Pistol’s knowledge of social advertising at scale. During the company’s 2020 Project North Star rebrand, Coldwell Banker wanted a social advertising-focused rollout that empowered its agents and drove community connection, all while adhering to and promoting the new brand strategy.
“Real estate transactions happen at the community level,” said David Marine, Chief Marketing Officer at Coldwell Banker. “By empowering our agents with a hyperlocal collaborative solution like Social Ad Engine, we build brand equity while agents build trust within their communities. Tiger Pistol’s technology enables these community connections and facilitates incredible results for our brand and agents.”
The innovation of Social Ad Engine lies in the ability for agents to publish automatically-configured, high-performing Facebook and Instagram campaigns directly from their own Facebook Page. Social Ad Engine brought the power of Coldwell Banker’s new branding to the local level with the ability for agents to personalize messaging alongside brand-controlled creative to ensure brand integrity. Affiliated agents and brokerages could now build local brand awareness and share a voice for themselves and their brokerage.
“Every community has its own local dialect, landmarks, and culture,” said Paul Elliott, CEO, Tiger Pistol. “By empowering agents to pair the power of their community knowledge with recognizable brand creative, agents can better reach and engage potential home buyers and sellers, while Coldwell Banker increases their brand awareness by reaching deeply into local communities.”
The Franchise Innovation Awards by Franchise Update Media recognize the franchisors creating and implementing the most original and successful innovative strategies and tactics to build their brand. Judges evaluated the innovation, objectives, and results of more than 100 entrants. Tiger Pistol will be profiled in the third quarter edition of Franchise Update Magazine.
About Tiger Pistol
Tiger Pistol, the most award-winning social advertising platform of 2020, makes high performance collaborative advertising simple and scalable for brands and their channel partners, removing the barriers to customer acquisition and sales growth. Tiger Pistol’s Collaborative Advertising Platform™ utilizes advanced technology and automation to unite brands with their channel partners (retailers, dealers, agents) to acquire and engage new customers within their local communities. As a long-standing Facebook Marketing Partner, Tiger Pistol is the largest third-party publisher of collaborative social ads in the world, supporting clients in 22 global markets with more than 500,000 campaigns published annually.
About Franchise Update Media
Franchise Update Media has been a leader in the franchising space for more than 30 years. Founded in 1988, the company produces online franchise opportunity and educational websites, two quarterly print magazines, six newsletters, four annual conferences, independent research, and books, entirely focused on franchising. Targeting franchise audiences online, in print, and in person, Franchise Update Media delivers a unique combination of educational and lead generation sources to help franchisors, multi-unit franchisees, opportunity seekers, and suppliers achieve their growth objectives. For more information, visit franchising.com.
With everybody and their mother using social media these days to advertise, it’s necessary for brands to create effective marketing messages that reach and resonate with their consumer base. Enter collaborative social advertising. Through a symbiotic process, brands empower their channel-partners with resources and templatized branding materials while channel partners offer brands their knowledge of their local markets. This enables brands to build and distribute meaningful, relatable social advertising that successfully identifies different audiences’ needs, wants, and purchase patterns.
Collaborative advertising addresses the crucial need to connect a brand’s power with their channel partners uniqueness. Furthermore, when brands and their channel partners collaborate in advertising, they realize results greater than either entity could achieve on their own. Think of it like 1+1 = 3.
Benefits For All
What’s in it for the Brand
- Accelerate customer acquisition through advertising that resonates locally
- Increase down-funnel product sales/consumption
- Deliver greater advertising spend efficiency through micro-budget campaigns
- Improve partner performance, brand preference, and loyalty
- Maintain brand quality and control
What’s in it for the Partner
- Receive powerful brand-level tools that would otherwise be out of reach
- Save time and avoid costly mistakes
- Utilize high quality brand creative that elevates their local presence
- Gain access to brand funded programs and/or co-op options
- Receive direct access to performance reporting and leads
This should be a no-brainer. Neither party has anything to lose, only everything to gain.
So Why Isn’t Everybody Doing It?
Using Facebook’s native tools to build hundreds or thousands of ads from scratch for each location is like trying to build a sand castle with tweezers. It’s just too hard and time-consuming to be worth the effort. To achieve this level of localization in social advertising requires advanced automation tools.
Enter Tiger Pistol
In a post-pandemic world, the modern shopper values convenience and local shopping. Tiger Pistol’s Collaborative Advertising Platform™ marries the recognizable creative of the brand with the locality of the channel partner to facilitate immediate action and a path to purchase without friction. Here’s how it looks in practice:
Still not convinced that collaborative advertising is the best move for your brand? Here are some performance metrics from our clients to illustrate the positive results:
- A Global beauty brand collaborated with its salons to achieve a 22% Increase in its professional product sales
- A Global Fortune 500 beverage company realized 8x ROAS through local campaigns published across their independent network of bars and restaurants.
- A skin care company partnered with its dermatologist network to recognize 190% higher lead acquisition than national benchmark campaign
- A nutritional supplement company collaborated with its grocery network to achieve a 36% incremental uplift in sales quantity over the campaign period.
- A beverage giant partnered with a national liquor store chain to recognize a 710% YoY increase in sales quantity.
- The leading U.S. fabric and craft retailer applied advanced attribution to ads run from their locations to discover that localization drove store visits in 80% of ads that were clicked.
Tiger Pistol is the only advertising platform that brings true collaboration between brands and channel partners into the digital space. Our platform makes collaborative social advertising stress-free and accessible while delivering unparalleled sales and acquisition results for your brand and channel partners.
Ready to bring true collaboration between your brands and your channel partners into the digital space? Contact us today. https://www.tigerpistol.com/contact-us/
Sales Leader Tapped to Guide Strategy for Continuing Growth with Enterprise Brands in Consumer Products and Packaged Goods, Food and Beverage, and Financial Services
Tiger Pistol, the developers of the Collaborative Advertising Platform™ that makes high performance social advertising simple and scalable for brands and their channel partners, announces the addition of Donny Dye as their Senior Vice President of Sales & Marketing and a member of the Executive Team.
“Donny adds unparalleled value to the Tiger Pistol team with his immense experience in the digital advertising industry, his innovative vision, and his ability to foster new relationships,” said Paul Elliott, CEO, Tiger Pistol. “Donny’s greatest strength lies in his ability to discover and address brands’ needs and goals head on with incredible follow-through to ensure their success is achieved.”
Prior to joining Tiger Pistol, Donny spent over 6 years at Simpli.fi, as the VP of Sales, working with brands and agencies to reinvent media buying with programmatic strategies. Once Simplifi was acquired, Donny left to found Quota NYC, a company that partners with startups to build sales systems that scale efficiently. His approach to sales and marketing is grounded in the belief that the best innovation occurs when technology companies and brands work together to meet a dynamic market.
“Tiger Pistol is in the unique position of empowering brands to connect with their local partners while also enabling shoppers to purchase any way they want,” said Dye. “Too many times marketers are told that collaborating with their local partners is too complex or can’t be done. This could not be further from the truth. Not only is this collaboration the core of the Tiger Pistol platform, but we also believe it is vital to capture modern local shoppers who are now purchasing via curbside pickup, in-store, delivery, and directly from the brand. Tiger Pistol gives brands a true local connection to where they are sold and in turn connects to their consumer. There is simply no replacement for this level of collaboration, and the results speak for themselves.”
Since Dye joined the company, Tiger Pistol has already grown its enterprise brand client roster by more than 50% and is on track to publish more than 500,000 collaborative advertising campaigns in 2021.
“Donny excels at building high performance teams and fostering new sales opportunities that align with Tiger Pistol’s business goals and contribute to our aggressive growth,” said Elliott. “An enthusiastic, dynamic leader, I am confident Donny will continue to elevate Tiger Pistol’s sales and marketing efforts with strong leadership and innovative problem-solving.”
Donny holds a B.A. in Business Administration and Marketing from Georgia Southern University. He lives in New York City with his wife and two children.
The Mystery of the Modern Shopper
Covid changed consumer shopping habits, thus, accelerating the adoption of omni-channel behaviors. As consumers transition to the new normal, marketers are seeing a motley mix of purchase paths.
- 73% of US consumers changed stores, brands, or the way they shop.
- 46% of shoppers tried digital purchases for the first time. Of those, half plan to continue post-pandemic.
- 61% of consumers are “ready to go” with returning to normal pre-pandemic behavior.
- Buy Online, Pickup In-Store (BOPIS) usage has grown by nearly 500% due to the pandemic.
The biggest problem? No one knows which channel individual shoppers will choose: In-store, BOPIS, Delivery, D2C. Yet, we do know modern shoppers crave convenience.
- 78% of consumers value convenience more now than they did before the pandemic.
- 45% of shoppers are more inspired to make a purchase by convenience than price.
Solving the Mystery
Shoppable social ads address both issues, especially for consumer products brands. A retail presence in social channels or on marketplaces is key to reaching your customers and where they want to shop; moreover, shoppable social ads should be at the forefront of your social strategy. Recent statistics show that over 80% of shoppers favor shopping on digital platforms and over 67% of shoppers have already purchased items through Facebook.
These findings demonstrate why using social ads in a post-covid consumer environment is a necessity.
- 76% of shoppers made impulse purchases via social channels due to the ease of purchase
- More than four in five shoppers prefer shopping via social platforms
- 82% of customers enjoy the convenience of social shopping
- 71% of customers would rather complete transactions on social applications rather than through the actual retail site
As we move into a post-pandemic environment, brands are having to pivot their ecommerce strategies to adapt to this high consumer engagement with social shopping. Shoppable ads have made it easier for brands to pivot with confidence. With shoppable ads, the consumer journey is creative to cart in one click, activating passive shoppers to discover your products on social media from the comfort of their couch. Shoppable ads allow consumers to drop products directly into store shopping carts straight from your brand’s Facebook and Instagram ads, making eCommerce lightweight and frictionless.
A study by SmartCommerce reveals every additional step between intent and purchase loses 80% of the interested shoppers, so it is important for your brand to drive impulse purchases with shoppable ads, removing the friction between “Yes, I want that!” and the purchase process.
Shoppable ads provide numerous benefits:
- Reduce “click friction”
- Protect from retailer ads/cross-selling
- Instantly convert the shopper
- A/B test digital shopping against brick & mortar
- Offer multiple paths to conversion – in-store, BOPIS, delivery, and click to cart
Shoppable ads provide the flexibility of directing to one retailer or multiple retailers.
Additionally, Shoppable ads dramatically increase long-term and offline purchases by:
- Building awareness with retailer retargeting
- Establishing your brand on the consumer’s digital shopping list → driving future purchases
- Reminding offline shoppers who use digital carts as virtual shopping lists
- Moving the brand up on retailer-side SEO/SEM results for that user
Tiger Pistol is the only platform able to collapse the funnel by driving transactions digitally and off-line. This allows marketers to gain a greater understanding of their consumers at the local level: where consumers are shopping from, which consumers are shopping where, and the different purchase paths the consumers take. With this knowledge, marketers can serve the right ad to the right audience with the right call to action that resonates with the target audience’s preferred purchase method.
Mystery solved! Interested in integrating shoppable ads into your social strategy, Contact Tiger Pistol Today.
High quality brand creative distributed through channels familiar to consumers drives exponential trust and purchase intent.
A recent study in the Journal of Retailing and Consumer Services proves this out through Amal Dabbous and Karine Aoun Barakat’s work ‘Bridging the online offline gap: Assessing the impact of brands’ social network content quality on brand awareness and purchase intention.’ Dabbous and Barakat explore the interplay between brand content quality, and brand interactivity on purchase intention.
Dabbous and Barakat specifically examined how social content and offline purchase intent are driven by affective motivation, consumer engagement, and established brand awareness. The researchers sampled millennials, focusing on their interactions with sportswear brands.
Their findings reinforce the primacy of the brand in establishing these interactions, even in an online-to-offline model.
- The positive relationship between brand and consumer engagement is driven primarily through [brand] content quality.
- Furthermore, it was found that the aggregate effectiveness of brand awareness affects purchase intention at the greatest rate.
Dabbous and Barakat find that “brand awareness and consumer engagement have a positive, significant impact on offline purchase intention.” Yet, their research reveals that engagement alone is insufficient, as it is actually the brand awareness and brand content quality that are the stronger drivers of purchase intention. In other words, distributing content collaboratively only works well if the content is of high quality. As such, brands with the highest quality content win out, and the contexts that allow for the greatest interactivity are driven by consumer’s established brand awareness.
Learn more about how collaborative advertising dramatically increases content quality and brand awareness through a more personalized, localized approach to social advertising. Read The Indirect Majority – Why the Future of Social Advertising is Collaborative.
Facebook CPMs are rising once again, and it’s no surprise that as parts of the world begin to approach a more real sense of normalcy, brands are returning to the platform after many months of holding or reducing spend. While there has always been some seasonality to Facebook CPMs, both COVID’s upheaval and the social justice related black outs on Facebook posting in 2020 likely caused more dips and valleys than normal with ad delivery costs. Even still, AdExchanger is predicting that CPMs are going to continue to rise (and then some more once the holiday season hits). While it may seem like an unavoidable increase in cost due to increasing demand for digital advertising space, in truth, marketers still have much more control than one might assume to manage CPMs.
Higher CPMs are nothing if not a signifier for increased competition, but in an ad auction system that factors ad quality and relevancy in its bids, you have everything you need to win – regardless of the competition. Facebook lays it out nicely,
“People prefer to see ads that are relevant to them, and when businesses show their ads to relevant audiences, they see better business outcomes. That’s why we consider how relevant each ad is to a person before delivering an ad to that person. Ads that are more relevant cost less and see more results.”
While all bidding systems have an element of variability, Facebook itself even warns against relying too heavily on relevance diagnostics alone. They do note “an ad that’s relevant to a person could win an auction against ads with higher bids.” As marketers, we need to consider our direct control over the inputs to our advertising campaigns. With increased competition on Facebook, it’s a race towards building the most clickable, relevant ads that consumers want to engage with.
Tiger Pistol’s own data actually shows a different trend, from Q3 2020 to Q4 2020 our aggregate CPM did rise in the holiday period, but has been on a steady downward trend since, carrying into Q1 2021 as well.
In many ways, it is a story of the types of campaigns published through Tiger Pistol, which all tend to be brand focused micro-campaigns – hyper-local, highly-relevant ad campaigns that focus on specific consumers, products, and communities. The effect is a highly-focused ad unit, with a clear call to action and singular focus on driving a transaction at a point of sale.
Tiger Pistol campaigns, whether cross-channel or collaborative, are tightly focused on three key components: proximity, applicability, and transaction optimization – all of which contribute to better performing ads, as they are always constructed in a way that is most relevant for a consumer.
- Proximity: Even under COVID, geo-proximity remains an important component of digital advertising. Tiger Pistol campaigns always work to deliver consumers ad units that feature the point of sale that is closest to them, whether that is a vending machine or convenience store for a CPG brand or a local insurance agent who serves their town.
- Applicability: What’s more, a consumer living in a small town in Ohio, might have two or three grocery stores in town to choose from. A cross channel Tiger Pistol campaign ensures they are shown an ad from their preferred store, the one they actually shop at. If their neighbor prefers the other store? That same campaign delivers them a focused ad unit from that store.
- Transaction Optimization: Brand campaign performance is often judged on ROAs, which is why transaction optimization is so important to driving ad relevance and performance. Our campaigns often feature 1-click or fully-contained transactions that allow consumers to interact with ads quickly and purchase products or services.
It is when all these are factored together that a campaign ran through Tiger Pistol is able to show a BOPIS (Buy Online Pick-up In Store) ad unit to the customer that always likes to buy online and pick-up from the store, and a home delivery ad unit for the consumer who prefers to remain at home. Send a campaign like this to Facebook, and you never worry about being irrelevant.
Taken together, they become more than the sum of their parts. Put simply, it’s all about showing captive consumers where to buy products – capturing micro-moments with an easy path to conversion. It’s a recipe with many different flavors yet with the common denominator of data. If your CPMs are still rising, consider taking a hard look at your creative, your target audience, and the buying paths you ask customers to take. If it’s not imminently obvious where and how they can buy your product or service when delivered your ad, then you very well might be losing out. Advertising is just as much about being inspiring and captivating in the high-minded sense as it is about making it easy for your customers to purchase from you.