These are my top pick of marketing stories from the last week. I will be focusing Facebook’s update to its news feed, what data marketers use for personalisation and email marketing still the most effective digital marketing tactic.
Update to Facebook News Feed
Facebook has announced that it will be making changes to its news feed so users will see less promotional content. Mentioned in a recent blog post, the company is responding to a survey it held of users. The findings found that Facebook users view the news feed too promotional with a lack of context. And with Facebook’s declining popularity it’s important for the company to listen to its users.
But what does this mean for business page advertising? By eliminating the advertising from its news feed, advertisements will just appear on right column of any page on the site and in the right column on the sites search results. In its blog, Facebook says that Pages will still be important as ever. It also plans to increase its investment in Pages by building new features such as messaging, customised industry pages and video and photo content.
Marketers Use Personal Data for Personalisation
Personalisation is becoming a popular topic amongst marketers. As vast amounts of content is being continuously produced, marketers have begun to see the need to personalise. Over five in 10 marketers agree that the ability to personalise content is a fundamental to their online strategy according to Econsultancy’s recent report.
The report found that 65% of marketers are using personal data such as name, gender and location to personalise their web experiences. Which isn’t surprising as this is the most common personalisation seen across web content. Other forms of personalisation marketers are beginning to adopt is user preferences (45%) and purchase history (38%).
The report also discovered which personalisation has the most impact on ROI. This showed that while personal data is the most commonly used personalisation, 70% of respondents find purchase history has had the biggest impact on ROI.
This demonstrates that while marketers are using the common types of personalised content this always doesn’t mean it’s the best. It could be considered that consumers expect basic personalisation from their web experiences but its marketing’s job to enhance the experience by offering additional personalisation.
Check out our recent top tips blog post to help create an effective personalised marketing campaign.
Email is Still the Most Effective Type of Digital Marketing
While there has been many digital marketing tactics added to marketing’s tool belt, email is still seen as the most effective digital marketing type. In fact, 54% of marketers see its effectiveness in Ascend2 recent digital marketing strategy report.