The goal is to cut CPI

Joom — cross-platform application for shopping in Europe and Asia. The majority of users make purchases with mobile devices, so Joom’s main goal was to increase click-through rate with the help of creatives in dynamic advertising and minimize application cost per install for new users.

The key challenges for testing are creatives localization for multiple geographics when working with multi million feeds and organization of fast creatives development. Aitarget Tech helped to deal with these issues.

Aitarget Tech allows to test static creatives in dynamic advertising. You can test static elements such as unique selling proposition, call to action, promo codes, price tags and dynamic ones that are collected from product feed, for example, price values, discounts, product cards.

The placement, color and shape of every element can be tested. With Aitarget Tech branded templates are automatically applied to all SKUs in selected product sets.

What is tested

There are plenty of categories with multi million SKUs. Goods selected for advertising based on Joom’s internal statistics including number of purchases, views, reviews and price compared with substitutes.

Every week the creatives are tested. Those that do not fit the KPI are needed to be quickly replaced. If results of testing are acceptable, new creatives are introduced simultaneously. Joom tests 5–6 creatives monthly. The process is organized through automation and fast development of overlays — templates applied to the original product image, containing dynamically changing data, that highlights its main features.

Creatives were made in Aitarget Tech platform editor. This speeded up the process without overloading designers with additional work.

Overlays are applied to product cards, making them more appealing for users.

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Price tag on the left lowers CPI

We tested several different creatives to verify the hypothesis that price tag can affect the install cost.

Firstly, we tested the price tag, shape, color, placement and frame around the product. It is hard to believe that only one design element can affect the result, but we have learnt that the price tag placed on the top right corner gives worse performance.

Manner or matter?

Secondly, we tested different price tags. Previous experiments had shown that the top left corner is the best working placement. We decided to keep it there, but change color and shape.

• The aim was to replace the standard price tag to a custom one, using different colors, shapes and font sizes. The idea behind that is to emphasize the prices, raise click through rate and lower CPI.
• Only one detail — the price that is hard to integrate into a design beautifully has a significant effect on creative performance results.

New experiments show that even tiny details like shape and color of badge sometimes have greater impact on campaign results than its subject.

Localization

Joom is an international marketplace that advertises in many countries. For DPA-advertising we are using catalogs with localized advertising messages. The main challenge is to adapt personalized messages to diverse audiences. For example, words in different languages take different amounts of space on the creative.

In this case the Aitarget Tech platform also helped to adapt overlay design and quickly scale positive results from one market to another, using product feeds,

You can test flags, currency, logos of local payment service providers — any element that helps to identify an application with its country. Also, it can be a tool to test creatives with local celebrities and make collaborations.

Here we tested flags, currencies and short advertising messages, which helped to lower install cost to 80%. Localization with flags did not work as we had expected, however, it does not mean that it does not work at all. In each particular case you should test and see for yourself.

Results: why an automated approach helps testing

With quick creatives development and their automatic application to product feeds Joom is testing many different hypotheses simultaneously, scaling creative solutions on different markets.

Save time while making creatives and test more hypotheses like Joom – book a call with our team where we will make a short demo of the Aitarget Tech platform and select creatives testing plan based on your business goals.

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Learn more on Aitarget Tech website.

The Covid-19 pandemic has rocked all spheres of life and led to a conscious awakening that has not spared the digital content world. Many marketers have found themselves considering what they do, how they do it, and what impact they generate.

Things are certainly changing everywhere, and with content, we see new trends gaining a foothold, like the strong emerging role of Artificial Intelligence and Machine Learning tools in content creation, creative process, and strategizing. 

People no longer have time to spend on content that doesn’t speak to their needs, problems, and goals. It has resulted in a vigorous drive towards personalization. This is the opportune time to re-strategize and pick up new digital content strategies. Let’s get started: 

Why Is a Content Strategy Important? 

Let’s start by defining what a content strategy is. It’s a plan of action that ideates the processes, workflows, timelines, and guidelines for creating and producing helpful content. 

Your content strategy may be as detailed as possible, including content ideas & types, assigned roles, content plans, design specifications, publishing schedules, content objectives, preferred writing styles, target audiences, and publishing platforms. 

It may dive into the post-production processes, such as the periodic auditing and updating of the content. You may also focus on the governance of the content, including assigning roles to different team members. 

The content strategy often culminates into a calendar that contains publish dates for various pieces of content. Because the calendar is a big part of the content strategy, many may simply assume that a calendar is the only thing they need. For instance, a simple content strategy example may look like this: 

Well, the calendar is only one part of the equation.

Digital Content Types 

What is digital content? It’s any content distributed through electronic means via the internet. 

Publishing blog posts offers the lowest barrier of entry for most businesses. But there is a wide range of content types that businesses need to focus on as part of their content strategy for the web. 

Let’s discover more content types, with a focus on what you need to do going forward: 

• Web pages: You probably have your main website pages, such as the About us page or homepage. As part of your strategic content strategy, think of creating more useful landing pages. For instance, you may consider comparison pages, “Us vs. Them,” to target customers at the decision stage. You may create lead capture landing pages to gain email subscribers organically. Landing pages may also contain useful tools like calculators. 

• Emails: With over half of the world’s population expected to have an email account by 2023, emails must take center stage in your digital content marketing strategy. Don’t just share blog updates as it’s the norm. Think of enriching the subscriber’s experience by sharing exclusive newsletters to make their time more worthwhile. 

• Display ads: Often referred to as banner ads, display ads contain a short piece of text, image, and URL. They are shown on third-party websites that have signed up to advertising networks such as Google AdSense. Display ads have often received a bad rep for being annoying. It may be time to reconsider them and focus on native display ads, which don’t exactly come across as intrusive. 

• Videos: With better engagement rates than all types of content online, it’s essential to plan to create videos when you’re building a content strategy. Don’t just plan for marketing videos. Consider educational videos that teach customers about your services, such as tutorials. Host live webinars and repost them on your website or YouTube. Try collaborations with influencers and authority figures in your niche. 

• Podcasts: It’s hard to talk about digital content without mentioning podcasts. Many acclaimed businesses now publish podcasts from the Fortune 500 companies to Mom-and-pop stores. Think of generating a unique idea in your niche, finding a good host, and interviewing industry professionals 

• Blog posts: if you are trying to grow your organic search visibility on Google for various keywords relevant to your business, there is no better way to do it than publishing articles, guides, news pieces, etc. Blog posts make up a huge chunk of most digital content strategies, but don’t just write articles for the sake of it. Offer a new perspective on a topic with insightful reporting and fresh ideas. 

• Social media posts: Your social media posts also fall into the digital media content category. The best advice regarding posting on social media entails making 75% of your posts unrelated to your services and products.

• Case studies: What results have you achieved for your client? Has your business undertaken unique research to ascertain a particular cause of a problem? Well, case studies are highly shareable, and linkable pieces of content that you should consider creating that are part of your content strategy for the web. 

• Infographics: Infographics utilize a combination of images, graphics, and short texts to present information in a highly visualized way. They are still relevant in 2021, with the right infographic having a chance to go viral and attract many backlinks. 

• E-Books and white papers: You can use e-books to grow your email subscriber’s base. Create insightful E-books with exclusive and detailed content. Ask users to provide their email in return for downloading the e-book. You can also consider writing a white paper. It offers an in-depth look into challenges facing a particular topic and advocates for specific solutions.

One of the most successful website content strategy examples comes from HubSpot, an online platform that provides CRMs, among other tools. They follow the inbound content marketing methodology to create content targeted at different stages of the customer lifecycle. They have gone as far as publishing marketing courses complete with certificates. 

Understand Your Audience 

The motivations, behaviors, and preferences of the populace have changed in light of the pandemic. Long-held assumptions about what people want may not hold. 

Facebook noted that more consumers want advice and information that will help them enhance their financial health. The drive towards financial literacy resulted from the financial nervousness brought about by lockdowns, layoffs, and complete disruption of major industries. Financial businesses with this insight can find ways to create valuable content and utilize more engaging formats instead of primarily relying on ads to pass their message. 

You need to have a firm understanding of your audience before you create digital content. It means having specific details about who they are as individuals. Relying on gut feeling and old-fashioned guesswork will not cut it this year. All the insights about your audience need to be factual and backed by hard data from market research. 

What is a Persona? 

A persona is like a fictionalized profile of a character meant to represent your core target demographic. You need to build a highly detailed persona because having someone with tangible attributes makes it easier to personalize and tailor your digital media content. 

The best way to build a persona entails carrying out in-depth research about your audience. You can give your fictional character all the attributes of a real person, including a name, age, occupation, hometown, educational background, likes, hobbies, motivations, and background. It’s like creating a fictional Facebook profile populated with all details. 

The New Paradigm in Content

Is content marketing broken? Many brands are struggling with their content marketing. They are falling prey to common pitfalls such as:

• Using too few tactics;
• Not correctly overseeing the content marketing strategy;
• Lacking a detailed plan;
• Failing to produce engaging content; 
• Spending too little; 
• Focusing on few platforms; 
• Failing to update their content strategies to adapt to emerging situations. 

Additionally, most marketers find it hard to attribute the ROI of their content marketing efforts. Based on a marketing survey featuring 600 respondents, only 39% stated that they successfully tracked their content marketing ROI. 

Brands need to adopt a new way of doing things focused on innovation and the creation of valuable content. Here are some focus areas to consider going forward: 

Augment Reality (AR)

Augmented reality, in simple words, refers to the technology that superimposes digital visual elements on a user’s view of the physical world through the use of devices such as a smartphone camera. 

The technology has proved useful in certain fields, such as real estate, where buyers can use virtual staging apps to render 3D furniture in living spaces. It has permeated into advertising, with platforms such as TikTok offering AR Ad formats through branded effects. 

The barrier to entry has become lower as several platforms have popped up to help content creators build augmented reality content without coding. 

Virtual Reality (VR)

While AR renders digital elements in the real world, virtual reality is entirely virtual, not physically existing but digitally simulated. Users can fully immerse themselves into virtual reality environments by using headsets. Smartphone and desktop users can also enjoy VR content such as 360 videos. 

Is it possible for ordinary brands to add VR to their marketing content strategy? Yes, it’s entirely possible, and the most accessible gateway is to create 360 videos such as walkthroughs, explainers, etc. Such videos offer better interactivity than regular videos. 

You can similarly supercharge your marketing efforts with the 360° video ad format offered by Facebook. The format is fresh and dynamic and may attract more engagements. That’s what Aitarget found out when it helped Forex4you, an online broker platform, experiment with 360-degree videos. 

Following A/B testing against regular videos, the VR videos reduced the cost of registering new customers by up to 20% and improved other key metrics. 

Strong Personalization 

So, what exactly is personalization, and how does it fit into your marketing content strategy? It’s all about tailoring the message based on user attributes such as their interests, geographic location, language, parental status, life events, household incomes, gender, and age range.

Up to 61% of people expect brands to customize their experiences to fit into their preferences. Many marketers also believe that personalization can boost business profitability. 

Start by personalizing your user experience. Think of creating digital content that accommodates different users and their needs. For instance, if your solution targets various verticals, you may publish several landing pages to showcase your products’ value. Consider localizing your websites by showing a translated version of the website based on the user’s preferred language. 

Personalize your digital ads to boost their effectiveness. If you have not installed tracking codes from different platforms, take this as the best time to start. You can record customer interactions and build custom audiences for remarketing. 

When running ads, you may tailor the message based on what you know about them. For instance, an e-commerce fashion website may decide to show suggestions for more shoes after someone views the shoe category on their website. 

The only limitation with personalization is that teams may need to create a huge volume of creatives with personalized messages to cater to different audiences. Aitarget has addressed this problem through the automation of the creation, testing, and upgrading of creatives. Its AI-infused solutions allow brands to leverage their existing assets, such as product images, to build effective overlay ads and videos. 

Content must be dynamic 

Dynamic content is simply not static. It changes following specific factors such as user’s behaviors, preferences, interactions, and characteristics. For instance, e-commerce stores implement dynamic content through product recommendations. Users receive suggestions for similar products based on items they have previously viewed or added to their carts.

Similarly, you can include dynamic content as part of your website content strategy by showing ads or content relevant to the user’s lifecycle stage, awareness, consideration, or decision. It’s also possible to implement dynamic pop-ups to pass different messages or offer personalized incentives. 

H3 Mastering multiple touchpoints 

Don’t expect that all users will interact with your brand through your website. The average user runs through various platforms and devices on a given day. It’s vital to master multiple touchpoints as part of your content strategy. For instance, a customer may first encounter your brand through an online advertisement. 

Before they visit your website, they may decide to check what you post on social media, and it helps to have a solid social media content strategy. The customer may check out your website and subscribe to your email. 

Before they purchase your products, they may check product review sites. It helps to enhance this touchpoint by asking past users to leave reviews. Additionally, the customer may have a few questions to ask before making the purchase decision. Offering them a live chat option can be an enhanced touchpoint. 

Innovation & AI 

As you build your content strategy, take advantage of recent innovations such as the proliferation of artificial intelligence tools. Your writing team can speed up its workflow by using AI copywriting tools to create draft articles and social media posts. 

Some AI tools can help generate a digital content marketing strategy complete with keywords and topic clusters. If you are having a hard time generating creatives for your campaigns, you can similarly use AI-driven creative management platforms. 

With Aitarget Tech, you can solve many of your creative challenges, including:

• Creating dynamic ads from static assets such as product feed data and images; 
• Generating ads for omnichannel marketing without the need for extensive editing; 
• Automating campaign management following a rules-based approach; 
• Improving ads for the best performance as the tool gathers insights by utilizing its advanced ML algorithms to find correlations between the best performing elements of ads. 

To see the full capability of the AItarget platform, you can find your relevant vertical here. 

The fashion segment is already worth over $759 billion, and it is poised to expand to over $1 trillion by 2025. Digital tools are bound to support this stunning growth rate. Following the e-retail growth spurt caused by Covid-19, new winners are succeeding by reaching consumers directly.

Standing out in this fiercely competitive and ever-changing marketplace is a tough task. Every brand needs an effective strategy of digital promotion. Eye-catching and memorable visuals are a vital component, as at least 64% of users are more likely to make a purchase after watching a product video. Instagram videos receive twice as much engagement as other types of content. 

Today, eCommerce functionality and infrastructure are at the heart of fashion sales. When done right, visual marketing boosts brand awareness and profitability. It turns consumers into brand ambassadors. Discover tools for fashion ads that will help you make the most of your media spend.

Fashion Video Ads Creatives

The term ‘creative’ applies to many formats, but videos are in the spotlight. As attention spans are shrinking, ad copy does not stop users scrolling their feeds unless it is paired with a stunning video. According to Adobe, consumers who view video are 1.81 times more likely to buy from the advertiser than those who see other forms of ads.

The old adage “a picture is worth a thousand words” is actually backed by science, as our brain processes an image in just 13 milliseconds. Moreover, 90% of all information it receives is visual, and over half (65%) of all humans are visual learners. Predictably, videos have been shown to be the most effective type of ads, as they bring 27.4 times higher CTR than standard banners.

What Are Aitarget Tech Solutions for the Fashion Brands Industry?

Creatives are one of the three keys to success, along with copy and targeting. They must always be on point to drive sales through your CTA. With an outstanding video, you can engage an audience you didn’t even think of. However, finding the creative spark is not easy. AI and digital automation from Aitarget make this task a cakewalk. 

Aitarget is a Google Premier Partner, Facebook Marketing Partner and TikTok Marketing Partner. Our award-winning technologies for video creatives drive brand awareness and sales across social media. We use the power of AI to help brands forge ahead in the online fashion market. We de-complexify the disruption by providing automatic tools that spur growth. 

• The Video Tool for fashion brands: automatic creation of personal video ads based on your design, catalog, and audience.
• The Overlay Tool: creation of impressive product feed imagery to make the ads more compelling and instantly recognizable. 
• The Automation Tool: launch Facebook and Instagram ads from one place in just four steps with flexible settings for coping and automation, including A/B tests. 

Fashion Marketing Video Maker

Discover a closed-loop solution for full-funnel ad management in one place. Our automated creatives sync with our AI technology for fashion and luxury to guarantee relevance 24/7. This solution generates video ads automatically from product catalogs, for any audience or placement. 

Showcase your products in an eye-catching way whatever the format (horizontal, vertical, or square). Based on smart templates recommended by Facebook, the system creates videos with prices, discounts, brands, and other information from your product feed. 

Creating a video ad has never been easier! Our AI-driven tool will give your company an edge, as it draws on our rich experience in enhancing marketing for e-commerce brands. Turning static images into video creatives will let you boost recognition of your fashion brand and attract leads. Manage thousands of efficient creatives easily from one place and fine-tune your targeting to ensure relevance and outshine your rivals. 

Even though visual creative ads are the most effective, the segment is also quite saturated. Aitarget will help you make the most of your paid ads space and achieve visual supremacy. Create TikTok ads for fashion, engage millennials and generation Z on Instagram, and reach millions of potential customers with YouTube and Facebook Fashion PPC campaign.

How Do I Make a Fashion Video in the Editor? 

Using our AI-driven tool is a piece of cake. You can easily generate multiple short videos using only images of products from your catalog. The content, which can be delivered directly to your Facebook Ads Manager, is transferable to other platforms. Just upload the item pictures, select preferences, and let the automation do its job! Here is how this ads tool for fashion works:

Step 1. Attach your product feed to collect the data. 

Step 2. Select and apply effective Aitarget templates (colors, fonts, and effects are all customizable).

Step 3. Export the video creatives to your preferred platforms: Facebook and Instagram Feed or Stories, YouTube,  Snapchat or TikTok.

That’s all! A powerful video will be ready in just 45 seconds. After its placement, the Aitarget algorithms will continue working to dynamically refresh it. You will have peace of mind knowing that campaign performance is being optimized incessantly. The Aitarget Video Tool creates ads with a personal touch, which helps you reach potential customers contextually. 

Unique On-brand Overlay for Fashion Placement, Is It Real?

An overlay ensures your live stream and remains on brand. It adds credibility and elicits an immediate response to your content on social media. Aitarget creates unique overlays that can be tailored to your company’s needs. They are used by the majority (60%) of our clients, as dynamic video formats are all the rage. They are a cure for ‘banner blindness’, which is a phenomenon causing users to ignore banner-like ads. 

As the overlaid graphic is present throughout your live stream or dynamic ads, every detail matters. For example, the overlay must use colors associated with your brand identity to ensure the right impact. This will also prevent viewers from confusing you with another company. With Aitarget, on-brand customized overlays are always on point. Leverage the power of on-screen marketing with us! 

Aitarget creates advanced data-infused overlays that help brands stand out and maximize their return on ad spend. For example, our overlays for 139 DEC coupled with campaign optimization caused the number of purchases to increase fivefold, while the CPA fell by 77%. 

Boost Your Marketing Ads Automation for Fashion

Tailored automation for video creatives boosts performance based on comprehensive in-depth analytics. This technology has consistently doubled the Return on Ad Spend of Aitarget’s clients. Create Facebook ads for fashion and copy them across social media quickly and conveniently.

In just 45 seconds, our video tool prepares a video based on our rich collection of professional designs. These templates have been approved by Facebook and used in successful campaigns across social media. Just customize the look, and you are all set!

Get video tool ads for fashion delivered right to your Facebook account, and copy them to other campaigns. Create Dynamic Ads with powerful overlays  for maximized impact. Launch powerful Instagram ads for fashion, advertise on Snapchat and TikTok. Our creatives can also be customized for YouTube!

Thanks to the flexible automation and creative expertise of Aitarget, a leading luxury fashion retailer has brought down its CPI by 1.5 times. We deliver optimal outcomes helping brands upgrade their ads through machine learning, access more revenue opportunities, and build consistent workflows. 

AI will create high-performing creatives and upgrade them continually throughout the funnel. Our custom automation development, including bidding and placement, boosts workflow efficiency and helps brands tackle high velocities of change. Aitarget will give your fashion brand an AI edge!

FAQ block

Why are creatives and videos important for the fashion industry? 

Visual creatives are the most effective form of advertising, as users find dynamic images most attractive. A well-designed video will allow you to showcase your products, boost brand recognition and drive sales. It is a must for any brand that wants to stand out and flourish in the digital space.

How can I create videos and creatives? 

The creation of visual content does not have to be arduous. With Aitarget, you will achieve the goal in under one minute. Let the tool access your product feed and choose from a variety of time-tested templates. Make a few adjustments and deploy your ads on Facebook, Instagram, Snapchat, YouTube and TikTok.

How to edit videos for fashion? 

The Aitarget video tool allows you to customize the look of your ads, including the layout, colors, and fonts. After the ads are launched, our algorithms will continually upgrade them to ensure optimal performance based on real-time analytics. Update your videos automatically to leverage the most recent stats or showcase new products.

AI is the primary aspect of data strategies for 61% of marketers. The latest technologies allow brands to zoom in on the micro-level mannerisms of their customers and keep up with their evolving needs. Discover top trends in AI marketing in 2022. 

How is AI Used in Marketing?

Talented marketers can wield these novel technologies in a variety of ways. The applications of AI for marketing are manifold. Machine learning has brought an array of innovations, from predictive forecasting to visual search. Professionals can delegate routine tasks and complex analytics to AI to focus on the creative side of things.

For example, the “If you liked this, you might also like…” recommendations, which are now commonplace, are generated by AI. Machines analyze diverse data about consumers’ behavior on the internet to suggest products, services, or content they may like. E-commerce giants like Amazon leverage deep learning — “teaching” computers different skills — to offer suggestions.

AI produces dynamic and relevant creatives that boost ROAS. According to the artificial intelligence market forecast, the segment will reach $93.53 billion by the end of 2021. The applications are impressively versatile. Discover how AI and marketing are now intertwined. 

AI Marketing Trends

Why is the AI market forecast so promising? First, AI in advertising helps businesses stand out and outshine the competition online. It drives brand awareness, sales, and loyalty. Machine learning tools not only analyze but also predict consumer behavior. Targeting is more precise than ever, while personalization establishes strong connections with customers. 

COVID-19 has accelerated digital transformation. With the shift to online retail, many companies have had to adapt to the new reality quickly. Artificial intelligence for marketing facilitates the transition, as it streamlines campaigns in many respects. Companies can find their ideal consumer easily and reach them where they spend most of their screen time through AI advertising. 

For users, artificial intelligence in marketing brings enhanced convenience through innovations like visual search and voice search. Today, they can find a product by giving a voice command to a smart speaker, or taking a picture with their smartphone. 

The artificial intelligence market brings undeniable value to businesses of any size. The computing power, accessible data, and usability are all unprecedented. Today, marketers can predict outcomes based on rich and actionable insights about their audience and find the highest value lead. Here are the key marketing technology trends to follow in 2021.

Audience Hyper-Segmentation

Successful campaigns on any platform require an in-depth understanding of the audience, its preferences, perceptions, and habits. In the early days of the trade, experts relied on assumptions drawn from limited data. Today, AI for marketing facilitates a granular approach. 

Advanced programs collect and process gigantic volumes of data from multiple sources. The scale is unprecedented. As machine learning algorithms sift through the information, they generate valuable insights and make connections between the data points. Businesses can leverage hyper-focused targeting, which is another reason for the growing AI market size.

Hyper-segmentation refers to dividing existing and potential customers into small subgroups based on shared characteristics. The systems look at how the users interact with your content, how many times they visit particular websites, and how they engage with advertisements. The output is a laser-focused framework. 

The Royal Canadian Mint, which also sells collectibles, has recently embraced hyper-segmentation for its upsells and cross-sells. This has involved defining groups most likely to buy new coin designs and identifying customers most likely to spend more on them in the future. Based on the insights, the institution crafted messages that resonated with them. One campaign with hyper-segmentation has brought 140,000 new customers.

Dynamic Personalized Ad Serving

Artificial intelligence for marketing lets brands optimize ad performance in real-time with an unprecedented level of personalization. Instead of inundating users with generic content, Facebook and Google serve advertisements with a narrow focus adapted to personal needs. Cadbury’s ad campaign matching Dairy Milk flavors to users based on their Facebook profiles achieved a 65% click-through rate (the average CTR for ads on the network is just 0.99%) and a 33.6% conversion rate.

Personalization is based on data collected by the machine learning algorithm. It compiles, digests, and extrapolates these insights on a user’s behavior over time. This is done on a massive scale, and the results are impressive. 

According to Forbes, the vast majority (80%!) of consumers are likely to purchase from brands that deliver personalized experiences. Meanwhile, over half (63%) of them stop purchasing from companies whose personalization tactics fail. Finally, unique shopping cart recommendations prompt 92% of shoppers to make purchases online.

Using AI-powered tools by Aitarget, brands generate relevant advertising for Facebook, Instagram, Snapchat, and Tik Tok automatically. The company’s video tool creates personalized video ads en masse with fine audience splitting to ensure relevance. The system allows targeting by language, country, demographics, interests, and more. The ads are tailored to the corporate identity and give the client full control over the result. They are even updated automatically based on the latest stats and changes in the company’s product feed.

Content Recommendations

Video giants YouTube and Netflix have served personalized recommendations for years. Their users see suggested content based on their preferences and history, which drives engagement and content consumption. Artificial intelligence in marketing gives brands an edge. Not only are the recommendations based on the previously viewed content, but they also incorporate predictive analytics.

Today, Netflix has over 209 million users who spend billions of hours streaming the content. Based on this colossal volume of data, the company builds predictive models to keep them satisfied. Its algorithms consider various data points, such as their preferred genre, search keywords, ratings, preferred devices, and even pausing.

Advanced software drives the AI market size, as it is now capable of predicting what will be interesting for the users, and what types of content they will engage with. Customers are offered content they are looking for in real-time. 

The focus is also more narrow. Previously, marketers could assume that a member of group A would appreciate a video ad about soccer cleats. Now, armed with AI, they can show a female customer an ad about women’s soccer cleats sold at a store near her home. Targeting contributes to the growth of the artificial intelligence market size. 

Email Marketing Dynamic Optimization

This is not the newest application of AI in advertising, as email marketers have leveraged automation and segmentation for years. Today, machine learning lets them streamline their campaigns and dramatically enhance efficiency through hyper-segmentation. They can also optimize timing for narrow cohorts. 

First, marketing artificial intelligence analyzes ways in which users interact with the content. The algorithm uses this data to boost engagement. For example, your emails are delivered at times when each user is most likely to open them, while the content is tailored to their personal preferences.

Artificial intelligence eliminates the guesswork, and it can deal with different tasks. For example, an algorithm may generate effective subject lines that capture attention or even write portions of the messages. 

When online retailer Dixons Carphone used the Phrasee tool to generate eye-catching subject lines, it saw a 10% growth in open rates and a 25% increase in click-through rates. The company’s Black Tag Event with improved subject lines brought a 42% boost in open rates, while the campaign’s revenue doubled.

Marketing artificial intelligence can generate newsletters with unparalleled personalization. You can also clean up your mailing lists to get rid of spammers that can cause blacklisting of your email address or IP.

Marketers do not have to guess what time is the best, or what images and wording they should use. They can create different versions of their emails and let AI distribute them. By delivering the right creatives at the right time, brands achieve improved results and efficiency.

Visual Search

Another reason for the upbeat AI market forecast is the advancements in image search. Sometimes, customers are trying to find a specific product online without knowing the brand. Using real-world images as the input, AI analyzes the content and context to deliver relevant results. 

The benefits of AI for e-commerce are spectacular, in particular for home decor and fashion products. This fuels the expansion of the artificial intelligence market size. A whopping 93% of buyers are likely to purchase a product if they find it via image search on a smartphone.

Pinterest Lens recognizes over 2.5 billion objects across both home and fashion segments. It uses pins and smartphone photos to suggest related products and themes. According to the platform, which is extremely popular with millennials, over 600 million searches are performed monthly through its visual discovery engine.

A consumer searching for a specific piece of furniture or garment can take a photo of the item and find the product via image search in seconds. On the downside, this dimension of AI marketing has a long way to go. Its adoption is gradually increasing as the technology is improving, so we can expect more exciting future trends in digital marketing. 

Dynamic Pricing 

Some marketing technology trends transform pricing, which has always been a pain in the neck for both CROs (Contract Research Organisations) and CMOs (Contract Manufacturing Organisations). Historically, they charged clients based on rates determined by algorithms. The latter considered a mix of criteria, including the prices of competitors, production costs, demand, etc. 

Any business wants to maximize revenue. AI has disrupted the conventional process, as it adjusts pricing to fluctuating variables 24/7. As it is dynamic, the rates rise or fall automatically based on real-time data. They adapt to consumer preferences and behavior patterns incessantly.

Machine learning underlies new market trends in optimization that maximize profit and inventory. Less waste is generated, which reduces costs for businesses and improves their image in the eyes of eco-conscious consumers. Meanwhile, customers get the most accurate value for their purchases. This is a win-win.

Billions of users have experienced dynamic pricing. It optimizes yield for airlines and hotels based on supply, demand, proximity, seasonality, and other criteria. Such popular platforms as Booking.com and American Airlines have embraced AI-powered rates and discounts. This explains why buyers from different locations see different prices for the same flights or the same hotel rooms.

Voice Search

Smart speakers have become commonplace. Today, almost a quarter of the US adult population owns at least one device like the Amazon Echo or Google Home. As these AI-powered gadgets are a household staple, they are viewed as necessities. Google does not only create the devices, but it is continually improving its search algorithm for enhanced processing of natural language. 

AI.marketing has disrupted common SEO practices and created new opportunities by highlighting the importance of getting to the SERP Position Zero (the Featured Snippet of the search engine results page). It is now the holy grail for marketers. When consumers order their speakers to search for products or services, the featured snippet is where they read from. 

These new market trends are developing quickly. Domino’s Pizza allows its US customers to make orders and check their status without even using their app. Nestle has developed GoodNes, a special Alexa skill that is a hand-free cooking companion. It inspires users by providing recipes and step-by-step instructions. Brands like Purina, Johnnie Walker, and Zyrtec have developed Alexa apps that benefit them in different ways. While offering value to the consumers, they keep the brands integrated and prominent at the tech forefront.

Can AI Replace Digital Marketing?

The artificial intelligence market forecast is impressive, which prompts some experts to predict that ai.marketing will render millions of jobs obsolete. However, promotion in the digital space is just too nuanced. These tools and technologies help businesses discover what resonates with their target audiences, but they do not produce fresh ideas. 

Humans are attracted to empathy and creativity, which is the X factor. These are the skills algorithms do not replace. Companies must think outside the box to engage people meaningfully throughout their online journeys. 

Businesses must not expect machines to generate innovative content. Instead, they can develop hybrid models to get the best of both worlds — artificial intelligence and marketing expertise. AI allows them to get to know every user and achieve unprecedented results through applications of machine learning. We can expect future trends in digital marketing to be fueled by AI, but it is unlikely to replace human creativity.

Social media marketing services for small businesses help companies flourish. Discover some of the most effective tools in our guide. Whether you are a newbie or a seasoned veteran, you will find what you need here. So, how to use social media for small businesses?

What are Social Media Marketing Services?

The strategy tool most used by businesses is social media. Professional services allow brands to leverage platforms like Instagram to reach a broader and more multifaceted audience. Social media marketing services for small businesses let them establish recognition, attract and retain customers, and achieve other goals. Companies reach their prospects where they spend their time online and drive sales. 

Generic advertising does not work anymore. Social media is a space for engaging and targeted ads that get users talking about products and services. Forget unsolicited DMs from companies trying to showcase their products. Effective campaigns are complex, focused on relevance and trust-building. 

You cannot expect remarkable results without giving a lot of thought to your goals or methods. Professionals help businesses avoid the typical pitfalls and maximize output. Social media marketing services include:

• the choice of the right channels — sites and apps that drive traffic and demand in your niche,
• data-driven strategy planning based on the goals, channels, and target audience of your brand,
• account/profile setup if the company has not used social media before, 
• creation and publishing of content and ads,
• campaign management,
• monitoring and analysis of the results,
• education and consulting, 
• and more! 

The Value of Social Media Marketing Services for Small Businesses

In many small organizations, marketers have to be the jacks of all trades. They are tasked with graphic design, press releases, and anything remotely connected to communications. With so much on their plates, they are often unable to devote time to all relevant channels. Some employees are not even sure how to use social media for small businesses. When it falls off their to-do list, this is a big mistake.

These networks have become so important that no company can afford to ignore them. Social media allows businesses to boost sales and the bottom line. Positive interaction between brands and users prompts purchases — 90% of consumers are more likely to buy from a brand they follow online. 

Social media marketing for small businesses allows them to forge and reinforce relationships with customers through targeted engagement, build trust, drive awareness and sales. It is also a place where news of poor customer experience spreads like wildfire. This is particularly dangerous when the business does not have a social media presence, so it is oblivious to the damage until it is too late. Negative media content can disrupt trust in a brand quickly. So, how can you harness the power of social media in businesses? 

Small Business Pain Points

Social media marketing for small businesses requires thorough planning and marketing expertise. Here are some of the most common challenges in any industry and digital marketing services that resolve them. 

• We are not able to get new customers

Social media connects you with people who do not know about your brand and can benefit from your products or services. For example, entrepreneurs can use Biteable to create video pitches. Engaging, entertaining, and informing the audience helps them build credibility and drive sales.

Make sure your ads are shown to the right users. They can be targeted based on interests, behaviors, and other demographic data. The Aitarget Video Ad is a social media tool for businesses that lets you showcase goods to the audience that needs them. 

• We are not able to keep existing customers

Offering great products at low prices may not suffice to turn customers into brand advocates. You need to keep track of conversations about your company and fix any issues quickly. Mention can monitor references to your brand, products, or competitors in real-time.

Aitarget will help you present exclusive offers and loyalty programs through well-designed ads. Retargeting is also crucial, as it lets businesses reach 98% of non-returning users and potentially turn them into customers. Our QMODERATION social media marketing service lets you take care of the comment section, so users will feel heard. 

• Our website sucks

Social media ads can drive traffic, but what if the potential customers do not like what they see? Poor design and navigation are detrimental to the user experience. Free tools like Responsive Design Checker let companies check the responsiveness of their sites on different screens. Did you know that 47% of consumers expect a site to load in 2 seconds or less?  The Aitarget experts will suggest the best ways to optimize your platform, so leads turn into paying customers.

• Nobody knows who we are

Boosting brand awareness is the number one goal for 80% of businesses that advertise on social networks. As people learn about your brand and mention it to friends and followers, you will get more referrals. This is the new word-of-mouth. The Buzzsumo research tool shows how your content is doing and who is spreading the word. Marketing services for small businesses provided by Aitarget help them create memorable ads that spark conversations. 

• The competitors’ advertising is way better than ours

Users are inundated with ads, so you have 3 seconds or less to capture their attention. Boring design and generic messages will get you nowhere. The Aitarget social media marketing service ensures the ads stand out, and you can customize successful designer videos to your brand quickly. 

Success also requires consistency. Marketers should follow a schedule based on the best time for their audience. Automated services like Hootsuite Scheduler let companies plan hundreds of posts based on the best time for the audience. Bulk posting is a great time-saver.

• We don’t show up for anything relevant to our business when people search in Google, Bing, or other search engines

Website content must be optimized via different SEO methods, such as keywords for the niche. Handy tools like the Yoast plugin boost the performance of WordPress platforms. Meanwhile, the Drupal SEO Checklist suggests the necessary changes for sites built on this CMS.

Sharing the right links across social platforms increases brand exposure. The look of the URLs also matters, which makes link generators like Rebrandly popular. The Aitarget team will provide a review of your site and pinpoint areas of improvement to help you climb to the top. 

• Sales are down 30% from last year

The lead-to-close rate on social media is twice as high as for outbound marketing.  The Aitarget team will provide a comprehensive review of your campaigns, including ad delivery and optimization methods. We will help you make the most of social media in businesses by advertising on Facebook, Instagram, and Snapchat simultaneously. Using Google Analytics, you can see how much traffic comes to your site from each of the networks and measure social ROI.

• There’s some new competition in town, and they look like they really know what they are doing

Any company can gain an edge with an effective strategy. Aitarget will help you outshine and outsmart your rivals. For example, aside from creating memorable and engaging content, you could target users whose interests include your competitors. The Ubersuggest tool lets businesses reverse engineer their rivals’ SEO, content marketing, and SMM marketing.

Setting Social Media Advertising Goals for Small Business

Without clear goals, you cannot determine if your tactics are working. Setting the objectives is crucial, but it is also challenging. Here are three ways to identify relevant targets for marketing services for small businesses.

Based on Your Funnel

This is the path your potential customers travel through. What is their first impression? What can you do to lead them all the way to the purchasing stage? Overemphasis on sales is the reason why 45% of users unfollow brands on social media. Your content must drive brand awareness, generate demand, and drive conversion. Digital marketing services for small businesses drive engagement, so you can get positive mentions and inspire customer evangelism. 

Based on Peer Analysis

Many other marketers are facing the same challenges as you. Look at your counterparts and their goals. According to Sprout, most professionals focus on increasing brand awareness, boosting community engagement, and attracting web traffic. These objectives are probably aligned with your own! 

By industry

Educational institutions may use social media to recruit new students or increase event attendance. Software providers are interested in leads, loyalty, and competitor analysis. Retailers want to drive sales and expand reach. Healthcare providers can attract more patients, build trust and relationships in the local community. Look at your industry to figure out what goals to pursue.

Time to Start Selling Globally With Aitarget Social Media Marketing Ads Tools

Aitarget is a marketing partner for Facebook, Instagram, and Snapchat. We help brands create engaging and transferable ads across digital platforms. Our social media marketing services for small businesses help them reach a global audience using:

• The Aitarget eCommerce is a social media tool for businesses that generates powerful video ads for Facebook on the basis of product catalogs. It is packed with eye-catching templates that bring proven results. Just pick the colors, fonts, and effects, and your video will be ready in 45 seconds! 
• The Aitarget Automation small business tool lets you launch ads on Facebook and Instagram quickly. Using versatile settings, you can automate and copy your campaigns to save time and effort. The tool gathers stats, facilitates A/B tests, and supports automation strategies of different complexity. It allows easy scaling and ensures you stay within budget.
• The Aitarget Video Tool creates personalized video ads based on your design, catalog, and audience splitting. Target users by country, demographics, or interests. Update and format videos for different platforms methods, such as Instagram stories, Facebook news feeds, or YouTube.

The First Step for Selecting the Right Social Media Tool

Before choosing social media services for small businesses, collect data on your audience. Its technological preferences will define tailored methods that work for it. For example, Facebook is used by 2.7 billion users, most of whom are between the ages of 25 and 34. It is also used by boomers who have more money to spend.

Many social media platforms have built-in insights. For example, the analytics option on Twitter allows you to get a breakdown of your audiences. You can understand where these users are based, whether they are mostly male or female, there are lifestyle preferences, buyer styles, and more. Make no mistake — the first step for selecting the right social media tools is always studying your audience. 

Aitarget Automated Ad Tool Helps Small Businesses to Achieve Social Media Goals 

With Aitarget, enterprises forge ahead in the digital space through video creatives, management, automation, and scaling of campaigns. We are passionate about social media technologies and help companies of any size reach and engage customers on the biggest and fastest-growing platforms. Our social media services for small businesses help them streamline, automate and manage promotional efforts across this vibrant digital space. 

Our digital marketing services for small businesses help companies make the most of social media tools, as our automation and tracking solutions reduce the workload. You can monitor your spending and performance in one place, and make changes to campaigns at any time. Smart automation by Aitarget allows you to copy ads and UTM tags from one ad set to another. Make your brand stand out on Facebook, Instagram, Snapchat, and YouTube! 

Another component of online marketing services for small businesses is expert support, which helps clients optimize their catalogs. Aitarget will turn your product feed into Dynamic Ads that will catch the eye and drive conversions across social media. We assist clients at every stage and monitor the results with them. Customizable metrics let us adapt the insights from web and mobile traffic to your needs. As our tools integrate data from 200+ CRM and offline conversion sources, you can build a robust retail channel quickly. With Aitarget, you will:

Increase Brand Awareness

This is the top priority for small business marketing services. Through ads, you will get the word out. Aitarget will help you choose the right platforms for your audience. Outstanding ads are not just viewed — they are also shared, which means even more people learn about your brand. 

Users repost values-driven content that affects them emotionally. This is impossible without targeting. Aitarget lets you target users by country, demography, or interests to hit the bull’s eye. We provide all prerequisites for an awareness boost: the right platforms, the right strategies, and the right formats. 

Increase Community Engagement

Brands that overlook this aspect set themselves up for failure. After all, social media is all about being social. Users are not impressed by overly promotional content. Online marketing services for small businesses are not a one-way street: aside from showcasing your products, you should also bring value to the audience. Answer questions and manage feedback in real-time using our moderation tool. 

Target your ads, so what the user sees resonates with their interests or buying patterns. Aitarget will help you create ads focused on value, rather than features. Such content gets the users talking, so your ads will be shared and discussed.

Increase Website Clicks

With social media marketing services for small businesses from Aitarget, you can create attractive and relevant ads with a clear call to action. Automated campaigns will drive traffic, as they will resonate with your target audience. Did you know that adding a CTA on Facebook can boost the click-through rate by 285%? 

We will also analyze your website’s Facebook Pixel to help you boost conversions, optimize ads, and adjust targeting and retargeting. As more users will click on your ads, you will get more leads and customers. This helps to boost the bottom line in any industry, which is why the information strategy tool most used by businesses is social media.

Target, one of the best omnichannel retailers in the country, recorded its most impressive quarter in Q2 2020 with sales increasing 24.3 percent thanks to the digital section soaring 195 percent. The omnichannel – a unique integration of digital and physical – made this possible for the company.

Target found out that multi-channel consumers typically spend 4x as much as consumers that only visit physical stores and 10x more than consumers that only shop online.
By integrating both physical and digital channels, the company made huge sales while offering a consistent brand experience.

Omnichannel Means Transformation, Integration, and Collaboration

Omnichannel can be defined as a multichannel approach to sales that focuses on providing flawless customer experience whether the buyer is at a physical store, using a mobile device or computer.

About 73 percent of all consumers use multiple channels during their journey. It is common for consumers to search for a product on a mobile device as they hear from it then research more as they reach their computer. Omnichannel makes this transformation easy and allows consumers to switch between two or more devices without any trouble.

It should also be noted that more than 50 percent of buyers search the web before visiting a physical store. Integrating the two allows businesses to retain more consumers. It doesn’t focus on individual experiences but the entire customer journey.

Online Retail in an Omnichannel Reality

Approaches to retail marketing are fast changing. In these times, success means the ability to reach consumers no matter where they are or what device they’re using. You need to concentrate on omnichannel retail and not traditional methods.

According to reports, more people now use mobile devices than desktop computers. This is why purchase decisions are often made on the go, whether people are in their bedrooms or the shop.

Today, digital is not only driving e-commerce, it’s getting people in stores. It would not be wrong to call smartphones the new ‘shopping assistant’, whether people are inside or outside the shop. 

Retailers are working to ensure customers convert no matter what channel they’re on. Companies seem to have realized the importance of consumers who use both online and in-store channels as they have a 30 percent higher lifetime value (LTV) than consumers who use a single channel.

Retailers need to have a full understanding of consumer behavior in order to attract and win these consumers.

Sellers don’t only need to be aware of consumer demographics such as gender and location but also buying behavior. Despite so much data out there, it is still easier said than done.

Purchase Online and Pick it Up Offline. Everything Becomes Hybrid

You can’t excel in a single environment as things have become hybrid. Companies need both virtual and physical presence as this is the era of omnichannel retail.

Online-to-offline (O2O) hybrid can improve the experience for your consumers. It refers to acknowledging the fact that there will be several online and offline touchpoints during a customer’s journey.

A business must be able to take advantage of all these touchpoints and ensure they work together and not separately. Sellers must understand why consumers intend to buy online and pick from the store.

Consumers are in a hurry and they can’t always wait for companies to ship products. They’re not only afraid of delays and additional charges but also goods getting damaged during transit, hence a large number of buyers are now shopping online and choosing to pick products offline by visiting the store or desired destination.

This offers buyers great ease, especially when it comes to rare products that require consumers to stand in queues to make a purchase. They can book products online, make payments, and pick when time permits.

Businesses need to use this opportunity cleverly by pushing more products when consumers visit the store. This can help increase the worth of a consumer and make them buy more.

Products that a consumer shows interest in (online or offline) can be pushed more when they visit the store physically or on the web. You will need the help of a company like Aitarget to ensure you show the right product to your consumers.

Loyalty Programs

Loyalty programs are designed to ensure consumers don’t choose competitors and keep coming back to you. They were once only offered by big companies like hotel chains and airlines but now even small businesses have points systems that reward consumers for making purchases. 

About 52 percent of consumers are willing to participate in loyalty programs with 92 percent agreeing that rewards can make them buy more. However, loyalty programs today are more dynamic as they take into account multiple actions and not just ‘purchases’.

Businesses are rewarding consumers for sharing content, posting reviews, taking quizzes, and referring friends. Rewards include discount codes, free goodies, cash prizes, and more.

Since more consumers are buying online, traditional loyalty programs may not always entice them. Businesses can use omnichannel discounts to turn consumers in their desired direction, i.e.: by offering online-only discounts they can discourage people from visiting physical stores.

Remember that about 74 percent of consumers choose a brand after looking at its discount program. Moreover, about 71 percent of companies that use omnichannel loyalty programs see an increase of nearly 50 percent in transactions.

You must, however, make it easier to win and utilize rewards. For example, consumers shouldn’t be forced to carry multiple cards to redeem rewards. Technology can be used to identify consumers and apply discounts automatically.

A Consistent Pricing and Discount Policy

An omnichannel pricing strategy can be a little tricky to handle. You have to look at several factors when deciding a strategy. First of all, understand your customers and think about how you want to be different from your competitors. 

Your cost may differ based on the channel you are on. In-store sales, for example, can be more expensive due to additional costs including electricity and rent. On the other hand, online sales are usually more affordable since you do not have to worry about a presentable office or store.

Customers, however, don’t understand these factors and they expect a consistent pricing policy no matter what channel they use. Most companies choose one of the following strategies:

• Omnichannel Price: In this strategy, it’s uniform pricing on each channel. This option removes purchase barriers.
• Channel-specific Price: In this strategy, pricing varies depending on the channel. This one can be used to optimize the price/margin in each channel you use.
• Combination: This one uses the same omnichannel pricing but with a few exceptions. It can help provide a unified experience to users.

Businesses can use any of these strategies and offer ‘channel specific’ discounts to make buyers use more of a specific channel. For example, special discounts for walk-in customers if they wish to attract more in-store buyers, or ‘online only sales’ if they want more online customers.

Social Media 

It is possible to integrate social media into your omnichannel strategy. Social media gives you access to millions of people including your target audiences. Platforms like Facebook and Instagram now even let buyers shop directly on the platform. 

You can use this as an opportunity to improve customer experience by offering the best services without forcing consumers to go to another platform. 

Be consistent with your brand message so that customers can easily recognize you. You can use special media not only to sell directly but also to build loyalty and increase your consumer base.

Unique Experiences Within Physical Stores 

Despite what everyone says, physical stores are here to stay. They have evolved over the years and it is no longer about a boring shelf and products resting on it. Experimental retail is the future.

Fashion labels are using technology to help people see how a piece of clothing or accessory would look without having to physically try it. The concept of AR-clothing has revolutionized the fashion world. However, there are several more ways to keep things exciting.

Product building is a great way to keep people coming back. You can have them create their own product. Magnum’s Make My Own strategy proved to be a success and now many stores are replicating it.

Target appears to have done an excellent job as well. It offers unique experiences by investing in omnichannel, BOPIS, and curbside. The idea is to make it easy and exciting for users to visit your physical stores even if they’re used to the online channel.

Integrate Your Offline Store with Your Online Presence

As mentioned earlier, it is now possible to integrate your offline store with your online presence. 

Make it possible for users to find your physical location through your website or social media pages. This can be done by adding Google maps to your site. Also, use one to promote the other and make sure to tie up your online and offline data because users may not stick to a single channel.

You can use social media to promote not just online but offline events as well. Also, store reps must be aware of both in-store and online prices and deals.

Handling Returns, Complaints, and Exchanges Easily

Some people argue that omnichannel makes returns, complaints, and exchanges difficult to handle since users who buy from one channel may choose the other channel to return or exchange a product.

At the end of the day, consumers want ease. Your return and exchange policy should be the same no matter what channel a buyer uses. Also, pay attention to all kinds of complaints, whether they’re related to online payments or in-store customer service.

The experience should be the same and your buyers should not feel that you prefer one channel over the other. Your agents should have no trouble accessing the information of a client no matter what channel they used to purchase.

Consumers who visit physical stores to make a purchase often file online complaints. Your system should be quick to identify consumers and provide solutions to their problems. If such isn’t the case, they may end up picking one channel over another causing your omnichannel strategy to fail.

Is Omnichannel The Future of E-commerce? No! It is a NEW Reality 

Omnichannel is the future of e-commerce. It is a new reality that counts on data and analytics. With an emphasis on consistency and efficiency, omnichannel has proven to improve customer satisfaction and keep buyers coming back.

Omnichannel doesn’t just benefit buyers but sellers as well. It allows buyers to enjoy a positive experience while sellers enjoy a larger share of the market and make more profits. 

Both big and small businesses have started to adopt this technology by offering more personalization, integration of offline and online channels, etc. 

Mobile is Critical for Omnichannel Marketing

People are ditching computers and using mobile devices to not only know more about a product but also to purchase it. They can watch demo videos, check reviews while on the go. Buying a product online takes a few minutes. Plus, with the option to save payment details, buyers don’t even have to worry about feeding card numbers and other such data again and again. Mobile has revolutionized the world and we know that even people who shop offline choose to use mobile devices at some point in their journey. 

You cannot have a successful omnichannel strategy without integrating mobile. There are several things to take care of including a mobile-friendly website, mobile app, etc.

Digital Touchpoints In-Store 

Most consumers who enter your store will be holding a smartphone. You can make them use the device by offering digital touchpoints such as QR codes to know more about a product.

Remember that it takes around 8 touches to get an initial meeting. You need to make every touchpoint count. Give people reminders about your social media pages, mobile app, online discounts, digital card, etc.

Make it easy for them to find you on the web when they visit your store. This way you will get the opportunity to reach them more often and build a stronger connection.

More About Omnichannel in E-commerce

Is e-commerce an omnichannel?

E-commerce can utilize different omnichannel strategies to make more sales, find loyal customers, and increase the consumer base. This includes offering customized deals, integrating online socials at offline stores, and more. An e-commerce store, however, must work on an omnichannel supply chain to get the best results.

What are omnichannel trends? 

The latest trend is to use social media to promote not only online but also offline events. It improves the omnichannel distribution and bridges the gap between online and offline. Moreover, we have also seen excessive use of scanning technology, i.e.: QR codes to help people reach a specific platform. These trends will continue to increase as companies work to integrate the latest technology to blend multiple channels.

Why will omnichannel retail in 2022 with the surprising comeback of the physical store?

We’re seeing omnichannel retail give a new lease of life to physical stores. You can sell more retail articles by utilizing omnichannel distribution channels. 

With a perfect blend of online and offline channels, omnichannel is revolutionizing retail making it possible for buyers to choose any channel they wish to purchase without compromising on user experience. Experts believe that omnichannel retailing will beat out multi-channel retail as it offers more ease.

Ready to use omnichannel marketing to win more clients and make higher profits? Let Aitarget help you. We can meet creative challenges and create campaigns that offer good returns. 

If the world is a global village, Facebook has to be its largest shopping mall.

Facebook has changed from a social media platform for connecting with friends to the world’s most visited online marketplace. 

With that new status came the realization that every serious business had to make selling on Facebook seriously, and they did. Presently, almost everyone is advertising their products on Facebook. Unfortunately, they mostly use generic adverts that turn out to be ineffective. To solve this problem, Facebook developed an in-house solution: Facebook Ads.

This helps businesses create cost-effective, targeted ads that have higher chances of converting prospects.

Why Should You Use Facebook Ads?

Facebook is the largest single market in the world. With Facebook Ads, you can make sure that you are advertising to the right category of people. The amazing range of targeting options means you can target potential customers by location, age, gender, and even their behavior. 

More importantly, organic reach has been on a steady decline over the last few years. To get best business results from Facebook, you have to run ads.

The best thing about Facebook Ads is the full autonomy it grants you. You get to select the maximum cost per click, budget and persuade consumers even before they have even made a conscious decision about what to buy.

With Facebook Ads, control meets the simplicity of use.

Facebook offers several ad formats and placements with images, videos, and text to achieve your objectives. Different ad formats, however, have different specifications for image and video formats and sizes. 

Since you are spending money to generate leads and conversion, it is important that your preferred Ad type leverage the best image specifications for optimum performance. 

Keep reading to discover the optimal specifications for each ad type.

Facebook News Feed Image Ads – Facebook Ad Specs & Size

Also known as Photo Ad, this is perhaps the easiest type of Facebook Ad you can use to spread your brand awareness. It comprises a single image that captures the Facebook users’ attention as they scroll through their feeds. 

Usually, your ad must contain:

• A single image.
• A catchy call-to-action (CTA).
• A link to a landing page or a blog for conversion purposes. 

You can create a new image to suit the ad’s purpose or choose to boost the existing image of a previous post. 

Your image should tell a story and contain visually appealing elements that capture users’ interests immediately. This will help you lead them to a landing page that converts them with a powerful call-to-action.

News Feed Single Image Ads are simple to create but very powerful because they are nonintrusive and can take your targets to your landing page in a second with one click. 

For best results, invest in a good photo creation tool or engage a professional to design a great picture for you. 

Specifications:

• Facebook ad dimensions: 1080 x 1080 pixels
• Minimum width and height; 600 pixels
• Recommended Facebook image size: 1.91:1 to 1:1.
• Recommended image type is JPG and PNG
• The maximum file size is 30MB

Character Limit:

• Your headline shouldn’t exceed 25 characters
• Your text shouldn’t exceed 125 characters and 20% of image size

Image Specs

Tailoring your pictures to suit Facebook ad dimensions saves your ads from poor cropping or pixelation. In all, your image ads stand out from the multitude of Facebook ads published daily. Facebook ad dimensions are, however, not one to the set-and-forget. You need to constantly monitor them to stay on top of trends and best Facebook ad specs practices. 

• Best Facebook ad image size: We recommend using at least 1080 x 1080 pixels. But since there is no maximum requirement, you can choose the highest resolution that best matches your image ad’s ratio requirements. 
• Best Facebook ad aspect ratio: Generally, your image’s aspect ratio should fall between 1:91:1 to 4:5. For best results, our recommendation is 1.91:1 to 1:1. This comes with a caveat, though: if you include a stock image, input a link, or launch an offer Ad, you get limited to a 1.91:1 ratio. 
• Least Facebook ads dimensions: 600 x 600 pixels.
• Suggested file types: JPG or PNG.
• Maximum file size: 30 MB.
• Your aspect ratio tolerance should be 3%. 

For the text in your Facebook ad image, here are our recommendations:

• Your primary text should contain no more than 125 characters. You can include more than 125 characters, but viewers will only be able to read them when they click ‘view more.’ 
• Your headline should not be more than 40 characters. If you do otherwise, your text will appear truncated. 
• The description of your Facebook ads image should be 30 single-byte characters or less. On a mobile news feed, your description might appear if only it resonates with the viewer. 

Facebook Feed Video Ads

Videos, particularly if they’re interesting, are one of the easiest ways to capture your target audience’s attention. You can optimize feed video ads to increase your brand awareness. 

Making a video is, however, not enough. Your video also needs to be of good quality. To achieve this, get a good camera or employ a videographer if you cannot do the video content creation yourself. 

Specifications:

• The file format: MP4, MOV, or GIF.
• The Instagram size ratio should be 1:1 (for computers or mobile phones) or 4:5 if you’re using only a mobile phone.
• Regarding video settings, compression is H.264, square pixels, progressive scan, stereo AAC audio compression, and fixed frame rate at ≥128kbps.
• Instagram video resolution should be more than 1080×1080 pixels.
• Captions aren’t compulsory, but we recommend them.
• The main text should be about 125 characters.
• The title should be about 40 characters.
• The description should be about 30 characters.
• Video length should be 1 second to 241 minutes.
• Facebook’s maximum video size is 4GB.
• The minimum width is 120 pixels, and the minimum height is 120 pixels.

Facebook Carousel Ads

Facebook Carousel ads are an engaging form of ads that are perfect for advertisement. They can showcase multiple products in just one ad unit, which makes it easier for marketers to advertise more than one product simultaneously. 

Carousel ads can display up to ten videos and images in a single ad. They are great at maximizing screen real estate when they combine multiple ads into one. The best part is, every single ad in the carousel ad has its call to action, link, description, and headline. 

A customer can quickly scroll through the carousel by swiping down if they are using a mobile phone or clicking the down button if they are using a desktop. You can also use carousel ads for advertising more than one product; with each of them having its pages linked, showcasing a particular product’s features, describing a procedure, showcasing your business more extensively, and showing the clients just how beneficial your products are.

Always ensure your links drive your clients to a landing page. Organize the videos and pictures in the carousel in an organized manner and add interesting titles, call to action, and descriptions. You should also use easy-to-use videos and/or images.

The specifications for images in a Carousel Ad (e.g., Facebook ad dimensions, Facebook ad size, Facebook ad image size) are similar to Facebook Feed Image Ads’. 

Instagram feed carousels 

Similar to Facebook carousel ad dimensions, Instagram feeds also support between two to 10 cards per carousel. The chosen cards are then shown on the homepage of the user’s Instagram feed. 

Instagram ad specs include:

• Text: Maximum of two rows of text 
• Hashtags: Up to 30 
• Instagram portrait dimensions: 1080 x 1080 pixels 
• Instagram size ratio: 1.9:1 (for landscape)
• Instagram video format: video 
• Instagram video resolution: 600 x 1067

Instagram Stories Carousels

You can use carousel ads on your Instagram stories to display more than an image in the same story. Here are the recommended dimensions for an Instagram carousel ad:

• Suggested image resolution: 1080 x 1920 pixels 
• The video duration should be at a maximum of 15 seconds per card. 

Facebook Right Column Ads

This ad format is available only on desktops. They often appear in the right column of Facebook pages. If you want to advertise your products with Facebook column ads, use attractive content that highlights the best features of the brand or product you want to advertise.

Generally, it is not advisable to include texts in the ad as it is rather small.

Specifications

• The file format: JPG or PNG.
• The aspect ratio should be 1:1.
• The standard video dimensions should be ≥ 1080 × 1080 pixels.
• The title should be about 40 characters.
• The minimum width should be 254 pixels.
• The minimum height should be 133 pixels.

Facebook Marketplace Ads

The Facebook marketplace enables the easy discovery of products. Despite this, posting a paid ad that appears whenever users buy at the marketplace and posting a standard ad for a product you are selling are two different ways to advertise. Creating a marketplace ad means that you place an ad where people are already interested in buying products similar to yours. So, you are making it easier for them to reach your product.

You can use the Ads Manager tool on the Facebook marketplace to create and design ads. You will have to specify a budget and then decide on the placement of your ad. 

Your ads will then be visible to users whenever they use the mobile Facebook app to buy products on the Facebook marketplace. The ads open alongside other products being sold on the marketplace for easy visibility. As soon as a user clicks on your ad, they will then gain access to your marketplace details, app, or website for more information. Marketplace ads are also mentioned in the Newsfeed. Your ad can either be in image or video formats.

Specifications for images

• The recommended resolution is 1080 x 1080
• The aspect ratio is recommended to be between 9:16 to 16:9, but if it includes a link, it gets cropped to 1.91:1
• If the text on your image is more than 20% of the image size, the chances of a failed upload are higher

Specifications for videos

• The recommended aspect ratio is 4:5
• The recommended resolution is 1080 x 1080
• The recommended Instagram video formats are MP4, GIF, and MOV
• The maximum video length is 241 minutes, and the maximum size is 4GB
• Captions are not allowed, but they can be embedded in the video as subtitles

Facebook Instant Article Ads

Interactive articles drive publishers’ traffic by 44% globally. Also, 65% of the top 100 most clicked domains leveraged instant articles at some point. You can increase your traffic and CTR by filling instant articles into your ad inventory. 

You can also use the video format to display your products, brand, or services. Sound can also be added to increase interest and exhibit the best qualities of the product that you are offering.

Specifications

• The video format should be 9:16.
• For videos, the file type should be in MP4, GIF, or MOV.
• The video setting includes stereo AAC audio compression ≥ 128kbps, progressive scan, fixed frame rate, square pixels, and H.264 compressing.
• The resolution should be ≥1080×1080 pixels.
• There should be no video captions.
• You could add sound if you want.
• The main text should have about 125 characters.
• The title should be about 40 characters.
• The description should be about 30 characters.
• The length of the video should be from 1 second to 241 minutes.
• The video sizes should not exceed 4GB.
• The minimum width is 120 pixels.
• The minimum height is 120 pixels.

Facebook Sponsored Message Ad Specs

These ads give advertisers the opportunity to send updates, promotions, and offers to their audiences on Facebook messenger. This opportunity defiles the Facebook messenger policy that prevents businesses from messaging their contacts after 24 hours of the user’s previous contact. 

Here are the recommendations for sponsored message ads images:

• Suggested image size: minimum of 1080 x 1028 pixels
• The image ratio should fall between 9:16 to 16:9
• Minimum width: 254 pixels
• Minimum height: 133 pixels
• Suggested image formats: PNG and JPG

Beyond your sponsored message ads images, we recommend the following:

• Text limit: up to 125 characters
• Headline: UP to 25 characters 
• Description of link: Up to 30 characters
• Facebook messenger file size limit: The maximum Facebook messenger file size is 30MB. 

F.A.Q 

How do you advertise on Facebook?

Facebook has one of the largest audiences globally, and it is a fertile ground for marketers. You can advertise on Facebook by using a fan page to create a business presence, have an active and interesting online presence, be involved in many Facebook groups, or create a Facebook group to reach a larger audience. 

You can also host a webinar to generate interest in what you’re all about and use live videos to expose your products. 

But by far, the best way to advertise on Facebook is through Facebook Ads, which are cost-effective targeted Ads that are more likely to generate lead conversion for you. 

Apart from having total control over your campaigns and budgets, Facebook also has an interactive Ads manager tool that greatly simplifies the process for you. 

How do Facebook ads work?

Facebook is on track to make over $60 billion from ads alone this year. The best part about Facebook advertising is it leverages users’ demographics, profiles, interests, and behaviors to determine what ads to show them. This means that your ads are going to people with a high chance of being interested in your brand or products.

Depending on the type of ads that you use, Facebook makes sure that when people scroll through their news feed, they come across your offerings and are subtly persuaded to take a further look at your offerings.

By matching your ad to the consumers most likely to patronize your product based on their previous search history and feed items, Facebook ads ensure that every dollar spent on advertising is a dollar well spent.

How much does a Facebook ad cost?

The average Facebook Ad costs between $0.50 – $2.00 per click. That means each time your ad gets clicked; you have to pay that amount. In each campaign, you also get to set a budget that Facebook will never exceed. Luckily, Facebook Ads Manager also gives you full control over every aspect of the campaign.

Could I create my Ads company with Aitarget?

Yes. Having a Facebook partner badge for more than five years, Aitarget is uniquely positioned to help you set up cost-effective, targeted ads that can boost your brand’s presence and image online. Our tools has flexible settings that enable you to quickly launch Facebook and Instagram ads. Manage your ads automatically, keep your ad bid and budget under control, and scale your campaigns.

We can help solve many problems that you’re facing with Instagram advertising by helping to: 

• Create videos and overlays from product feeds (suitable for E-Commerce, Travel, Auto, Trading, and other verticals); 
• Incorporate data from third-party sources into dynamically updated Instagram creatives;
• Test different creative designs and messages to find out what works best; 
• Implement rules-based automation strategies. 

We are a Facebook and Instagram marketing partner. Our team consists of dozens of experts who have poured over 75,000 hours into developing our unique suite of tools. We have collaborated on notable projects for brands such as LG, Adidas, and L’Oreal. 

But today is not all about us. It’s all about what we can do for you. You’ll be getting a full introduction to Aitarget’s tools for advertising on Instagram: 

Overview of Instagram Ads tools

The heart of any Instagram campaign is the message you want to convey. Now, Instagram presents you with various engaging formats to pass your message. Let’s take a look at what they are and the opportunities that exist. 

Photo Ads

With single image ads, it’s all about capturing the viewer’s attention and connecting with them on a personal level. So, the biggest challenge marketers face is creating visually appealing and personalized creatives. 

If you have a few products to promote, it may be less challenging to pull this off. But what happens if you have dozens, hundreds, or thousands of products to show off to your potential audience? 

How we can help with photo Instagram ads

We have an effective solution for brands with many items to promote. You can use your existing brand assets, including images from your product feed, to create data-infused overlays. The overlays can incorporate information such as pricing, labels, and discounts.

Rather than manually creating visuals for every item, you start with one smart template that contains variable inputs. Our tool can dynamically update and re-upload your creatives as the information changes. 

Don’t worry if your product feed is not optimized for overlays. We can help customize and prepare the product catalog to function as a data source for dynamic ads. 

Carousel Ads for Instagram Stories

We have been big fans of Instagram stories carousels since Facebook introduced the format for advertisers in 2018. It has consistently delivered excellent results in previous ad campaigns.

For instance, in a brand awareness campaign by FBS, using a 3-card carousel in Instagram stories resulted in CPA dropping and conversions doubling. MegaFon similarly saw their CTR results tripling and their CPC reducing. 

Why is it effective? The carousel format for Instagram stories works because of its powerful storytelling capabilities. For instance, the first and second image or video can introduce the brand, present the problem, and build up excitement. The third card can offer the solution: the advertiser’s product + CTA. 

How we can help with Instagram stories carousel 

We empower you to create more meaningful feed-based videos by using first-party and third-party data to incorporate a bit of storytelling. For instance, you may start your ad campaign for winter accessories by first showing the latest weather data for a particular city. 

You can then have a video showing the most popular winter accessories from your product set. Your third slide may be a call to action with your latest discount. 

With weather data constantly changing, Aitarget can keep generating updated creatives. The creatives can be highly personalized for different audiences in different cities. Instagram even expanded the number of cards for carousels from 3 to 10. The possibilities are now limitless. 

Additional ad formats

Aitarget’s creative Instagram advertising solutions are applicable for other formats such as collection ads, shopping ads, reels ads, single video ads, and IGTV ads (*not available for all regions). For instance, you can personalize your shopping ad by incorporating a map that shows users your nearest store based on their location. You can create single videos from product images and info. 

How to advertise on Instagram

You start advertising on Instagram by selecting your objective. There are three main campaign objectives: increasing awareness, generating leads, installs, or visitors, or driving conversions. 

The second key aspect of campaign setup is specifying your budget and schedule. Facebook’s algorithms can help in optimizing the delivery of Instagram ads based on your budget. 

Audience targeting is usually the third step in setting up Instagram ads. You can now create custom audiences by gathering information about your website visitors. Facebook offers the Dynamic Creative tool to help you test different ad variations such as the CTAs, text, or images to find out what’s performing best.

The fourth step is choosing the ad placement. Facebook can help out here with automatic placements based on where the ad may perform best. Because Facebook owns Instagram, ads may be shown on the two platforms and Messenger. 

The last part of advertising on Instagram involves creating the actual ads. Ads are typically structured as single images or videos, carousel, or collections. You can track conversions by installing Facebook Pixel on your website, and this offers additional insights into actions people take once they click on your links. 

The role of Aitarget is to build on and enhance the capabilities of Facebook’s algorithms and tools, not to replace them. 

Engage, Measure, Optimize Your Instagram Ads with Aitarget Solutions

The tools we offer and how they can help you to engage, measure, and optimize your Instagram ad: 

Engagement tools: E-Commerce Tool & Video Tool

Our e-commerce tool is the go-to solution for creating promotional videos or overlays based on assets in your product catalog. 

You’ll not be working from scratch. We have a collection of templates following proven design strategies. You’ll have access to different colors, fonts, and effects. 

We don’t just leave you here. You can develop several creative variations, and our AI algorithm can facilitate testing to see what works best with different target audiences. Say goodbye to boring static product ads and guesswork. 

 Aitarget video tool expands the capabilities of the e-commerce tool. It allows for the enhanced personalization of videos. Your videos can now target audiences based on their interests, demographics, language, country, etc., with less effort. 

Generate videos for hundreds of products while incorporating third-party data. They will be tailored for different placement options, not only for Instagram but for other platforms such as Snapchat or Youtube. You retain complete control over the final result. If you imagine it, you can do it. 

Measurement & monitoring tools: Dashboard & QModeration

Connect Aitarget to your ads manager and receive metrics about your omnichannel campaigns on one simple dashboard. It supports notifications, allowing you to track changes on automated campaigns. It also generates automatic and curated reports. Our solution can integrate with about 200 CRMs for custom reporting. 

Our moderation tool makes it easier to manage comments from multiple ads, watch for reactions, and delete unwanted posts., 

Optimization tools: Creative improvement 

Do you often have to guess what colors or fonts will work best with your creative ads? Do you waste a lot of time implementing design changes after tests? Well, that changes today. You can have various creative variations tested under the hood without much involvement on your part. Our closed-loop solution can even upgrade your creatives to boost their efficiency. 

You will not be left alone to figure out the platform. Our smart and capable team is always on hand to help define your campaign objectives and tailor solutions to help you resolve your biggest pain points. You get custom pricing for our e-commerce tool, depending on the number of product SKUs you need to promote. 

Boost Your Marketing with Instagram Advertising Automation

Make Instagram advertising less of a chore with our automation solution. 

It is targeted at campaign management and allows you to automate tasks such as analytics & reporting, bid management, performance tracking, split testing, or duplication of ad sets. 

Why automate your campaign management? You can save a lot of time and effort spent checking and responding to changes. All you need to do is set up custom rules and responses in our tool kit. Automation will be essential if you want to scale your ad campaigns without hiring media buyers to manage them. For instance, we helped TwoDots, a gaming studio, scale its campaigns in new geographic regions while minimizing the need for new hires. 

Many brands also create playbooks to cut the poor performers early and scale the best-performing ad sets. Automation can help optimize your bidding and budget spent following ROAS-based rules and other complex strategies. 

The Facebook ads manager natively supports automation. Why use an external third-party solution such as AItarget? One key function that’s not available in Facebook’s ruleset toolkit is the ability to set up an Announcement rotation. 

This testing strategy is applied when testing many creatives one after another to minimize competition between similar creative ads in the Facebook ads auction. For instance, if you have 100 videos to test, you set up automatic rules that specify the sequence of running the ads. You can specify that an ad set should be turned off after achieving a certain number of impressions. After the testing phase, you can use metrics such as the CTR to determine the efficiency of each ad set and continue showing the best-performing ads. 

We pulled off this automation strategy during a campaign for OBI, one of the largest players in the European DIY market. Using our e-commerce tool, the team generated about 100 videos from selected product categories, following a branded ad template. Videos were automatically loaded to the ads manager for testing. The campaign lasted for two weeks. It would otherwise be time-consuming to execute, owing to the number of creatives tested. 

Our team can also work with you to uncover inefficiencies that automation may address if you’re new to campaign automation.

Marketing in the post-covid world can be tricky, as humanity has never been in this situation before, and the circumstances are changing quickly. Successful campaigns abandon salesy language, focusing on thoughtful analysis of the needs, perceptions, and expectations of the audience.

Even before the pandemic, consumer expectations were on the rise. Today, companies are not competing with one another — they are competing with the last best experience their customer has had. Generation Z has grown up with technology, and the shift to hyper-personalization was already noticeable in 2020. The preferences of the new generation have changed social advertising, and they continue to affect it. 

The outbreak accelerated digital transformation and sent consumer expectations skyrocketing. Today, users want anticipatory personalization throughout their customer journey. Meanwhile, tolerance for engaging with social media ads in such markets as the UK and France has grown substantially. Discover post-pandemic tips that will help your brand shine in 2021. 

Customers Must Be at the Heart of Your Customer Journey

The lockdown experience proves the old axiom — brands must target consumers based on their circumstances and perceptions. This requires a laser focus. Companies should conduct research country by country, ZIP code by ZIP code, to tailor their communications and services. Marketing requires the knowledge of both the segment and sentiment.

One of the key marketing tips to employ is that messages must be relevant both geographically and personally. They should speak to each customer’s situation and values. Targeting an age or gender on social media is not enough. Brands succeed if they create a deep human connection within commercial messages. This requires cross-field research into attitudes and psychographics. According to The EY Future Consumer Index, five distinct cohorts have formed since the start of the pandemic: 

• Almost a third (32%) of consumers are focused on affordability, so they prefer functionality over brands. 
• A quarter (25%) prioritize health and safety, so they opt for products they can trust.
• 16% of customers want to minimize their carbon footprint, so they buy from the brands they view as sustainable. 
• 15% are focused on the benefits for the community, so they purchase from companies with a reputation for honesty and transparency. 
• 12% of consumers live in the moment, so they are most open to novel products and experiences.

Based on segmentation and customer profiles, companies can make the most of their marketing spend. They can drive deeper insights for their creative promotional approaches. While coronavirus has changed social advertising, the old adage ‘Know Thy Customer’ is still relevant.

Transforming Consumer Behavior Insights Into Effective Ads

The above-mentioned insights can inform the entire customer journey. For example, Facebook offers a wide variety of targeting options. You can reach customers with a specific gender, location, interests, marital status, occupation, etc. Target parents with toddlers, new-vehicle buyers, people who donate to world relief organizations, expats, farmers, etc. The sheer number of options for social media is staggering. 

Such granular targeting ensures your ads are shown to people who can see value in your products or services. In addition, they are relatively affordable, even for small businesses. Use the digital space to show how your company has changed due to the pandemic, offer exclusive discounts or promotions related to COVID-19.

Everybody knows that visuals are more appealing than plain text, but video ads are particularly effective. They are 1,200% more successful in terms of engagement than text and images combined. Aitarget E-Commerce creates video ads in 45 seconds using only your product feed and customizable templates.

Lately, the CPM (cost per thousand impressions) has also declined, which means it is a great time to invest in Facebook ads. The platform will also let you reach users who have viewed your offerings in the past but left without making a purchase. Retargeting is a great strategy for post-pandemic times.

As so many consumers are focused on affordability, exclusive discounts and freebies attract new customers and get the old ones to come back. As companies are reopening, exclusive promotions help them regain their audience. This works for different industries, from restaurants to travel.

Change Your Ads to the New Reality by Fusing the COVID-19 as the Context

COVID-19 is one of the most widely read-about subjects. The words ‘COVID-19’ or ‘coronavirus’ now appear in content describing the effects of the pandemic on our lifestyles, habits, and behavior. Such content is highly relevant, as it helps consumers make the right decisions in the new normal. Companies cannot ignore this contextual change — instead, they can leverage it, which is one of the vital marketing tips to employ.

The pandemic has disrupted economies around the globe, but it has also brought new opportunities disguised as threats. They have changed social advertising. Marketers should not rule out uncomfortable topics — they can drive brand awareness and sales by helping users cope with the aftermath.

For example, consider advanced contextual targeting. Using semantic analysis, Google matches ads to specific pages based on keywords. Brands have been able to unlock new opportunities with messaging concerning the global changes during lockdown (for example, articles like Coronavirus: 6 Nutrition, Vitamins & Supplements Tips to Strengthen Your Immunity). 

Ads appearing in such content boost engagement and ROAS for the campaign. Consumers are more interested in news than ever, so coronavirus lets brands reach a wider audience and create ads that attract attention. AI helps them detect new trends and behaviors to maximize the results. The focus on keeping consumers healthy and advertising in the credible sources of news pays off.

Create New Market Opportunities Based on Changing Needs

Marketing practices are ever-changing to keep up with fleeting consumer preferences. Advertising strategies must be aligned with the needs of the target audience. Demographics are quickly changing, and personalization is now at the forefront, which is also reflected in the post-pandemic tips.

Brands have to respond to customer needs quickly. Over half of executives understand that trust-building is a priority for a campaign. At the same time, market data shows that many companies are struggling to engage their audience. 

Companies of different sizes tackle these challenges differently. Major brands focus on product innovation to meet evolving demands. Small businesses emphasize competitive pricing. Open innovation, when customer opinion is integrated into product development, helps companies learn what their customers want, establish a connection, and reinforce trust. 

This is the antithesis of the conventional vertical integration, where products are developed internally based on internal R&D and distributed by the firm. In this concept, ideas come from the outside, while underutilized technologies are transferred to other processes. Open innovation is all about inflows and outflows of knowledge. 

As consumers’ priorities and preferences change over time, businesses must adapt their marketing mix to suit the evolving needs. For example, environmentally conscious individuals are attracted to brands that announce a shift to sustainable packaging. During an economic downturn, customers spend less, so businesses must focus on lower prices and greater convenience. 

Use Your Brand Assets to Increase Effectiveness 

Brand assets are the distinguishing characteristics of a company — i.e., the tangible and intangible things that make it stand out from the crowd. This is one of the top marketing tips to employ. Assets provide marketers with the resources that facilitate finding leads and closing deals. If the team cannot leverage these elements during a campaign, its potential is limited. 

The category includes a variety of elements from the tagline and USP to the logo, visuals, packaging, and ads. According to the Ehrenberg-Bass Institute of Marketing Science, all of these things contribute to the brand identity if they are both unique and well-known.

First, the element must be automatically associated with your brand in the minds of the users. For example, consider the Nike “swoosh” symbol or the McDonald’s golden arches. An asset cannot be confused with your competitor’s identity. 

Secondly, the elements must be recognizable as a representation of the brand. They must reinforce the core values of your company and convey the benefits of using your products or services to the audience.

Not sure what your assets are? List your existing and previously used brand elements, along with any suggestions for the future. Survey your target audience to see how many customers associate a specific element with your brand, and how quickly they make this association. 

This will reveal the prominence of each component. Based on this research, you can create the Distinctive Asset Grid developed by Research Professor Jenni Romaniuk. You will see which elements should be avoided or tested, which of them can replace your brand name in ads, and which require further development. 

Genuine Generosity is Highly Effective

Generosity improves the brand image, making companies more attractive for consumers. According to Forbes, volunteer grant programs are used by such giants as Apple and Google. Many businesses offer paid time off for employees who volunteer at nonprofits, which boosts morale and loyalty. Meanwhile, engagement in sponsorships and product donations boosts sales. 

Such opportunities are plentiful. Businesses can support educational institutions, community organizations, and special events. When consumers see a brand’s logo displayed on the stadium or bulletin, this creates an instant association between the business and generosity. Participation in charitable auctions shows that your company has a heart. 

Generosity is increasingly reflected in marketing, and the benefits are two-fold. On the one hand, millions of dollars are raised for charity. On the other hand, brands see a rise in sales. Cause-related marketing, when a brand partners up with a charity to tackle social or environmental issues, builds business value. The collaboration of for-profit and nonprofit entities is powerful. 

The year 2020 was pivotal, as it exposed multiple social injustices and highlighted the role of brands in fighting the issues that governments failed to resolve. Americans gave a record $471 billion to charity. Some of the most efficient marketing campaigns were based on social causes, such as Black on Depop or Real Change by Persil. 

Soon after the outbreak, brands got to work helping consumers adapt to the changes. Many of them launched ads with phrases like “we’re here for you”, “times like these” and “togetherness”. Ads showing how your company helps can drive bigger long-term equity gains in comparison with ads that offer hope or encourage good behavior.

Your Brand Should Stand Behind Great Values

Our list of post-pandemic tips would not be complete without generosity. Stressing the benefits of your products or services is not enough to make them memorable. In fact, the vast majority of consumers (80%!) forget branded content in just three days. To leave a lasting impression on the audience, your content must resonate with their own values.

Brand awareness is hard to quantify, so here is a simple test. Are you sure that your brand’s messages, visuals, and strategies communicate its core values in a consistent manner? Do you even have a clear-cut set of values? If not, most of the users you have reached have already forgotten about your company’s existence.

Core values are the beliefs the brand stands for. They are a compass guiding decision-making and the entire brand story. Values are constant reminders of what truly matters for your business and the people it serves, and they help executives make the right decisions in turbulent times. Any choices a company makes must be aligned with its overarching vision.

Brand values determine customer perception and choices, as consumers tend to support companies whose values they share. According to Harvard professor Gerald Zaltman, 95% of buying choices are triggered by the unconscious, where values operate. The same works for employees, as values are crucial for engagement. 

Today, when consumer trust is lower than ever, values are critical for maintaining authenticity, as they let you connect to the audience on a deeper level. Finally, the right values will help you grow a brand you are passionate about and proud of.

Product videos and overlays are highly effective creative formats. Paired with personalized advertising, results can be phenomenal. The high costs of video production and motion design  complicates their use in Facebook advertising. Creating overlays may be challenging for a wide range of products. 

Well, that ends today. 

Aitarget takes the hassle out of creation of personalized videos and overlays at scale. You can get started even with pictures from your existing product feed. 

Just think of enriching product pictures with valuable data or image and carousel ads in a few clicks. 

Imagine having videos generated for any product in your feed with information about prices, discounts, or user reviews. 

Picture having your creatives tested and automatically improved to increase their performance by our closed-loop machine learning algorithm. 

You can even integrate data from third-party sources into your creative ads. This increases the relevance of the ads to your custom or lookalike audiences. 

Customer case 

Aitarget’s video tool was instrumental in generating videos that incorporated daily-updated data on pollution levels in various cities for a Philips campaign where the objective was to increase the sales of air purifiers. 

There was added complexity as videos targeted different geographic locations and were only shown if pollution levels exceeded safe levels. Aitarget dynamically updated the creatives, ensuring that the audience saw the most up-to-date data. This generated demand for the product. The result was an increase in sales. 

That’s just a snapshot of what you can achieve with personalization made possible by Aitarget. 

It doesn’t end there. 

You can even automate certain aspects of your campaign management. 

Overview of Facebook Ads

Facebook constantly develops new ways for advertisers to reach the right audience while optimizing their ad spend. One of the key innovations has been dynamic Facebook ads. 

Previously, businesses with a large range of products faced the challenge of manually creating ads for items in their product feed. Facebook’s dynamic ads can now generate ads from the advertiser’s catalog and show these ads to suitable audiences based on their interests or behaviors.

There are two main targeting options when advertising on Facebook—reaching broad audiences who may have shown interest in similar products but have never visited your website. The second more detailed approach involves going after people who have previously interacted with your service. 

Retargeting has been enhanced through Facebook pixels, where you can add code snippets to your site to track Facebook users through various stages of the buyer’s journey. Custom audiences are then created from the data gathered from content views, abandoned carts, searches, etc. 

What makes dynamic ads possible? They are based on pre-made or custom templates. Facebook then determines the most optimum products to show customers and fill the templates with product data. 

Advertisers now can create product sets from their catalog. The sets feature products that share certain characteristics, such as certain price ranges. 

The Dynamic Creative Tool has allowed advertisers to find the best performing creative ad formats. In essence, you can upload different variations of ad components such as videos, images, or text. Dynamic Creative then tests to find the best performing variations that resonate most with the target audience.

Common challenges with creative Facebook advertising

Native dynamic ads are only available for carousel, single image, and collection Facebook ad formats. You miss out on the ability to create dynamic videos for retargeting or creating brand awareness. 

One workaround may involve creating video ads manually following broad categories such as the best-selling products. It may be time-intensive and expensive. 

Another option is to use native dynamic carousels to promote product sets. But static images are not  as engaging as video content when marketing on Facebook. 

Aitarget’s internal testing on a campaign featuring Madrobots showed that use of videos for product suggestion improves the performance of dynamic ad carousels, often increasing ROAS while minimizing CPP. 

Facebook’s dynamic ads also have other limitations. For instance, you can’t delete a product set used in an ad campaign, and Facebook advertises against editing it. If your ads need to be constantly updated with new information, you need to do this manually. Facebook’s Dynamic Creative offers limited testing capabilities, as you can run through scenarios involving about 10 images, 5 CTAs, and 5 text descriptions at a time. 

Why Aitarget Is Best for Work with Your Product Feed

The first obvious advantage you’ll enjoy with Aitarget tools for Facebook advertising is the ease of creating videos. You only need to come up with one custom on-brand video template. It’s applied for individual products or product sets. The videos may leverage data variables that are constantly updated, for instance, traffic information, weather, flight data, new pricing details, etc. If there is a change with the variables, new videos are generated.

Aitarget takes on the role of uploading your creatives to Ads manager, meaning that will save  you much time. We have also built on the capabilities of Facebook’s native Creative Tools, allowing you greater customization over your creatives’ appearance. 

Product feed images may require tweaking to look great in pre-made templates. Aitarget’s use of computer vision algorithms ensures that your product photos appear correctly in your custom templates. They may be scaled or centered. 

You can access more feed management and enhancement options with Aitarget and work directly with our team of experts to come up with custom tools and implementations that are not possible with what Facebook natively offers. 

Creating nice-looking overlays and personalized videos is only part of the equation. Aitarget supports campaign automation. Leverage our closed-loop machine learning algorithm that works under the hood to perform multivariate testing to determine the most effective creatives. Our AI control center can also perform iterative improvements to increase the impact of the best-performing creatives. The gradual improvements build on what worked in the past. 

Boost Your Marketing with Facebook Advertising Automation

Campaign management may be tedious and often requires repeatable tasks. Aitarget takes campaign automation to a new level. Automation eliminates the number of tasks a marketing manager has to perform, reducing the demand for additional media buyers, and allows campaigns to scale infinitely. 

You can set up custom rules to monitor the results of marketing campaigns and the actions to be taken. For instance, you may adopt ROAS-based rules to keep track of and respond to the performance of the ad campaign. 

Our tool kit allows you to implement different automation strategies, including tunnel, weighted average, and funnel strategies. 

What We Offer

On Aitarget, you can access a wide range of tools that will make it effortless to create overlays and scalable personalized videos. New clients receive a detailed consultation with our team to understand the full capabilities of the platform. What’s more, we can create custom solutions to fit into different advertising workflows. Some of our top solutions include:

Data-infused overlays

Elevate your product feed images by adding first and third-party data to create more relevant ads. 

Feed-based videos

Bring your product feed imagery to life by generating videos from branded templates. The videos can be at any length and format. They can even incorporate data from third-party sources. Videos may be automatically updated and uploaded as the variables change. 

Custom product sets 

We focus on exposing more of your products to your consumers in a meaningful, targeted way. 

Multi-image product ads 

Enhance single image ads to incorporate views of the product from different angles. 

Circular ads 

Create hyper-geo targeted ads complete with localized pricing, messaging, and store details like an enriched location map. 

Iterative creative improvement 

Our closed-loop ML solution creates a feedback loop to enhance ads with visual testing. Deliver ads people want to see and improve your ROAS. 

Product image enhancement with AI 

Reduce the hassle of working with product images. Enhance them through our computer vision algorithms. 

Advanced image editor 

We have extended the capabilities of Facebook’s native creative editor to bring you a new set of tools for better customization.

Intuitive dashboard

You get a dashboard that allows you to manage and track the performance of your campaigns. See vital stats at a glance, including impressions, CPM, CTR, number of unique visitors, etc. You get access to reporting features allowing you to share relevant insights with your team quickly. 

Benefits

• Create scalable, dynamic videos based on data collected from your product feed in minutes 
• Incorporate your brand assets in your Facebook ads 
• Take advantage of any data source to personalize your videos 
• Drive better conversions with the best performing creatives
• Stop non-performing ads 
• Create reusable and scalable templates 
• Automate your campaigns and reduce the need to hire new media buyers
• Save costs and optimize for speed

Accelerated Performance

Supercharge your Facebook advertising and accelerate performance by leveraging the unique capabilities of Aitarget tools to create personalized videos and overlays. Our AI algorithm will test out the best performing combinations and offer enhancement opportunities to help you meet your KPI goals. You’ll receive expert support when configuring your product catalog to serve as the basis of your dynamic ads. Try our smart strategies to optimize your bidding, ad budget, and performance. 

During this process, you’ll be in touch with our team to build automated campaigns that execute 24/7 reliably and confidently. Building the automation templates is highly visual, and the tool supports a wide range of multiple actions. You can even tailor the automation schedule. 

If you don’t need Altarget’s mass video generator, we can still help automate your campaign management. We effectively did this with Two Dots. The brand wanted to scale its advertisements to new geographic locations while actively receiving signals that would allow them to respond promptly to developing situations.