Among many others, Digital is changing how people buy all kind of products. Yes, we know that the desktop is no longer the main platform for that.
And yes, everybody involved in eCommerce should know that they should put all of their money on the mobile.
- 61% buy more online than they did last year
- 58% want to have more products delivered to their home
- 60% want to buy from more categories online
Add these numbers to the fact that 64% of people want to reduce the number of trips to the store and you’ll have the answer to the question: why everybody is trying to find the best eCommerce practices?
Facebook personalized marketing at scale
If we talk about a successful online campaign then we should talk about the solutions which Facebook has to offer.
“We don’t target users and we don’t target cookies. We target people. We want to make sure that our marketing is personalised“, said Karolina trying to emphasize what are the best targeting practices:
- Use custom audiences to create lookalike audiences to use for your acquisition campaigns
- Exclude current customers from acquisition campaigns by using custom
- Use Audience Insights to better understand the demographics of your target audiences
“Performance marketing for us is Direct Response”
Reaching the right people at the right time is just the fist step for advertisers in order to have a successful DR campaign. That’s why Karolina gave a very important note in her speech to the creative part.
Creatives for eCommerce
- Focus on the core attributes of your product that differentiate it from your competitors
- Simple and consistent message:
- Keep the text short and simple
- Personalise your message to your audience
- Include a single, clear call-to-action that drives your campaign objective
- “Mobile first” creatives with a “thumb-shopping” power
- Include branding
Karolina’s presentation at ICEEfest revealed everything you need to know about Direct Response and why it’s so important for Facebook. Also, she included some great tips about FB Pixel and the proper bidding type.
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For other great keynotes from ICEEfest ’16, please check out ICEE Academy.