5 Social & Digital Strategies to Boost Your Marketing

Keep content overwhelm at bay with our list of the most recent research and thought leadership on social media and digital marketing — everything you need to stay up-to-date in one simple list. Here, five recent strategies that caught our eye:

1. A cross-channel perspective is critical to measuring marketing performance.

Origami Logic’s CMO Steven Wastie discusses that in order to understand marketing performance, you must look cross-channel. Long gone are the days of not enough data about campaign effectiveness—now the problem is sorting through the abundance. But there are also now solutions available in the market that help organizations automate the process of bringing data together. By looking at performance across channels, marketers are able to understand how different channels impact each other, learn along the way what messages or creative may—or may not—work for certain channels, and gain an overall perspective on how a campaign is performing across activities.

2. Winning holidays campaigns are created by considering the mobile shopping experience–from social to app to web.

The holidays may seem far away for most people, but for marketers, summer means prime planning time for holiday promotions. This year, make your brand stand out by using social media to build on the story you’re telling on television, radio, and print. Offer your Facebook loyalists, Insta fans, and Snapchat devotees something different—a promotion uniquely suited to their tastes—and reap the benefits during the holiday season and beyond. But here comes the challenge: You have mere minutes between catching a customer’s attention on mobile and driving them to make that purchase. Follow these best practices to deliver: Shorten the purchase path with shoppable social content, mobile-first microsites, and in-app purchase options. And don’t forget, you can’t offer a best-in-class customer experience without a stellar social care team.

You can’t offer a best-in-class customer experience without a stellar social care team.


3. Social media is an essential channel for reaching the two (often overlapping) demographics that buy 70-80% of all CPG: millennials and moms.

Research demonstrates that millennials and moms are two massive audiences for CPG companies. And considering the ability to reach both audiences through social media, competitive CPG companies would be wise to take a social-first approach to their marketing efforts in order to build a loyal, interactive following. Not convinced? Consider that more than half of Instagram users are millennials and 41% of millennials use Facebook every single day. One in four female Instagram users are moms, and in the U.S., moms check Facebook 10 times a day. Connecting with an audience who are known to have a low tolerance for traditional advertising may not be easy, but the winning examples of UGC, influencer marketing, social good initiatives from Dove, Pampers, and Naked Juice found here offer guidance.

1 in 4 female Instagram users are moms, and in the US, moms check Facebook 10 times a day.


4. Marketers in all industries (yes, even Finserv) can reap serious benefits from employing influencer marketing strategies.

Influencer marketing is prevalent in digital marketing campaigns across a wide range of industries, but finserv is a frequent exception. Many financial service companies have self-selected out of influencer marketing—to the detriment of their future brand health. The biggest spenders, millennials, trust people, not logos. In fact, a shocking 92% of people trust user-generated content and word-of-mouth more than they trust traditional advertising. Influencers offer a way to capture the attention (and business) of social media users that skip over all the traditional ads, and to surface content in a way that relies on relatability, rather than the tradition and formality that is often associated with banks and investment firms.

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As Jay Baer of Convince and Convert writes: “Influencer marketing is simply the modernized version of word of mouth, selectively enhanced by product placement originating from a trusted source (an influencer).” And the results speak for themselves: “Brands are seeing average returns of $6.50 in revenue per $1 spent on influencer marketing,” says Baer.

5. Travel & Hospitality brands can inform their strategies with the surprising insights Instagram data can reveal.

Our Research & Insights team looked at millions of Instagram posts tagged with travel hashtags over the past year to uncover patterns marketers can benefit from, including the most Instagrammed cities and countries across the world, as well as important insights about the people who travel to each destination. Aggregated social data can tell a more complete picture of audience behavior than travel stats alone.

For instance, Bangkok claimed the most tourist visits of any city in the world in 2016, yet looking at travel patterns through an Instagram lens reveals a different story: Despite Bangkok attracting the most tourists, #Travel photos taken within the boundaries of Paris and London outnumbered #Travel photos taken in Bangkok each by about 2.5x. Not only were there more travel photos posted from vacations in Europe than Asia, but the photos received more engagement as well. Take a look at the preview analysis or download the full Smart Social Report to see how Instagram post behavior varies by location and by specific audiences like sports fans or artists, and much more.

Remember—subscribe to the Smart Social blog for more timely content round-ups that’ll keep you ahead of the curve on all things social marketing

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As a digital marketer, Jennifer Goff spends her days amplifying the Spredfast brand and building meaningful connections with our community.