Lab Weekly, Your Digital News Round Up & #LabInsights

Phoebe Skinner

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If you haven’t already booked your place you can do it now here. The team from #TheLab are leading the Digital Marketing Morning where our in-house experts will be sharing our secrets. For more information on all these talks and the free breakfast take a read of our blog.  As well as preparing for this event we have also been working hard on our client’s campaigns as we approach the summer seasons!
In this week’s Lab Weekly, we have got a range of updates from the world of social media and information on Amazon launching their own self-serve marketplace. Keep scrolling to find out more!

Digital News This Week

Snapchat to Start Selling Sponsored Geofilter Ads

It has been announced this week that Snapchat are beginning to sell their sponsored geofilter ads through their advertising API in the US, UK, Australia and Canada. Instead of buying sponsored geofilter campaigns through Snapchat’s self-serve tool, brands will now be able to buy them using the same third-party software that they use to buy Snapchats snap ads that are within Live Stories and Discover channels.

This update from Snapchat has come at a great time with the travel, wedding and concert seasons coming into place and it will definitely make a huge difference for advertisers. Marketers and automated ad-buying firms will also be able to create geofilter templates and customise them to suit what they want.
With all of these fantastic updates and new features you might be wondering, can I track the results? Yes, yes you can! You can monitor a geofilter campaigns
results using the same dashboards for tracking Snap Ad results.

Amazon Launch Self-Serve Marketplace

The new self-serve marketplace allows sellers to set their own subscription prices and have the option to offer free trials and deals for Amazon Prime members. You can sign up for free but Amazon will be taking some of the sellers’ sales in return for the visibility on Amazon. In a customers first year as a subscriber, sellers will keep 70% of each transaction amount and then 85% after the first year.
The self-serve platform allows sellers to create a detailed landing page for their product or service, add photos and much more.

Google Chrome Creating an Ad Blocker?! What?!

Correct! Google are indeed working on an an ad blocker, the company which is known for its high amount of ads throughout the internet is working on a new feature to block ads whilst a user surfs the internet. This new feature will not block out all ads, ads which are considered of poor quality or ones which will provide the user with a poor experience will be blocked, well maintained and quality ads will be visible to all users.
”Unacceptable ad types would be those recently defined by the Coalition for Better Ads, an industry group that released a list of ad standards in March. According to those standards, ad formats such as pop-ups, auto-playing video ads with sound and “prestitial” ads with countdown timers are deemed to be “beneath a threshold of consumer acceptability.”
According to Wall Street Journal Google is considering blocking any and all ads if Google detects one bad ad anywhere on the site.If this is true then it is highly recommended that all advertisers read and understand the ad standards in order to prevent all ads being blocked from a site.
It is believed the reason Google is creating this new feature is in order to gain more ‘control’ of the situation, as the continuous back and forth with third-party resources is becoming a game and they simply want to bring an end to it.


Why Are Basic Bots & Buy Buttons Not Enough?

Within the digital world there are always mixed opinions on whether social media works. In my opinion, I think that social media does work for certain businesses, it allows you the opportunity to express your opinion and advertise your products and services to a huge audience. Did you know that a recent survey suggested that 45% of adults have no interest in clicking on a “buy now” button, and a further quarter don’t even know that this feature exists? The people that think this might be wondering how can brands make social commerce appealing to users as well as ensuring that the process is seamless across channels. We are going to discuss a few takeaways below.

Most buy buttons don’t mirror the user mind-set

Having a buy now button on your social media for some people can be very appealing and encourage them to buy a product, but for others it can come across as being quite daunting. Social media is normally a range of different platforms that users sit and browse when they are chilling out or bored. A lot of brands need to remember that it is a big leap going from a casual browse to buying from a social media site.
To try and avoid users from running away from your social media page, where you may have a “buy now” button you could try and put a chilled call to action so they don’t feel as concerned.

Having brands in your inbox can feel unnatural

Chatbots are a big part of social commerce, with their main goal being for customer service purposes and to drive conversions. For some users, chatbots can make them feel quite uncomfortable, especially as they are automated messages. However, there are ways around this,  Dominoes use chatbots to try and interact and urge their users to make a order. Instead of just sending lots of messages to users, Dominoes allow you to click different options to help you. For example, you can click the “Pizza” button to go straight to their website where you can order a pizza or you can press “talk to a human” to get the number to ring someone. By using the same techniques as Dominoes you are more likely to keep the users on track and not just be ignored!

Brand messaging can drive conversion

ASOS are a perfect example that brand messaging can drive conversion to your site. The brand have seen a growth of 84% on mobile orders year on year, so for them social commerce feels like the best option. Clothing sites such as ASOS should definitely be on social media as most teenagers are going to browse on social media over going to their websites.
Recently, ASOS did a campaign for their jeans, they used a combination of organic and paid promotion as well as dynamic product ads. The initial video below tells the story of the brand but doesn’t display any other links. Instead, it drops hints of the shopping experience in re-targeted ads before they display their buying options at the end.
It took ASOS a while to get to this stage, but to get success out of social commerce it takes a lot of trial and testing to reach out to customers. There is a lot to consider when starting a social campaign for your company, the important thing to remember is to plan your campaign and do your research! Need help? Get in touch with us and we will be here to help!

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