Home » Aiming at cloud gaming, Microsoft acquires Bethesda-INSIDE, the developer of “Leaves of Dust” for US$7.5 billion

Aiming at cloud gaming, Microsoft acquires Bethesda-INSIDE, the developer of “Leaves of Dust” for US$7.5 billion

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Consumers slid their phones in the idle time and were suddenly attracted by a certain product, and placed an order immediately without spending too much time. In response to changes in consumer behavior patterns, Facebook has launched an innovative “discovery commerce” system, suggesting that retailers and brand owners should develop marketing “sticking techniques” on the basis of “attracting attention” in the past. But what should the merchant do to seduce consumers?

The first trick: expand audience contact, push customized content to maximize the effectiveness of advertising reach

To hook consumers, the first step is to give them the opportunity to “encounter” with the brand. According to a series of insight reports created by Kantar and Facebook, 87% of global consumers will visit the web or shop online after viewing product information on Instagram, showing that consumers are accustomed to browsing products and taking actions on social media.

Faced with changes in consumer behavior, brands can use Facebook Discovery Commerce to introduce a “personalized engine”, which can be analyzed by machine learning based on the interests, preferences, and behaviors that consumers are willing to share to match suitable products and audiences. Taiwanese technology brand ASUS uses personalization engine technology to test the “intriguing” reaction of different content to the audience on Instagram newsletters, reducing the cost of purchase intention by 426 times. Other brands will also import Facebook pixels and application SDKs and conversion APIs to target different consumer groups and provide them with relevant and relevant marketing content.

As consumers are becoming more and more accustomed to shopping while browsing content, brands can also make good use of Facebook’s “advertising and conversion tools” when consumers are exploring business information, so that when the advertising content triggers the audience, it will immediately reach the enthusiasm effect.

The second trick: shorten the evaluation process, optimize the interface, and cooperate with Internet celebrities to speed up shopping consideration time

After consumers start to become interested in the product, the next step will be to enter the “evaluation” link. According to Kantar research data, 53% of Taiwanese consumers browse diverse and complex information before purchasing products to compare prices, convenience, ease of purchase, and product mix; a quarter of Taiwanese consumers will use Facebook as their shopping information The reference platform is almost as important as the price comparison website.

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Brands can accelerate the evaluation time of consumers by strengthening two aspects: creating attractive interactive interfaces, making good use of advertising and conversion tools. In response to the former, Facebook provides diversified platforms and creative advertising formats to help brands create their own unique mobile ads, allowing full-screen limited-time dynamic ads to be interspersed with Facebook, Instagram, and Messenger.

FM Shoes will test different ideas in groups to produce creative materials that escape the brand’s past image. The brand specially created native content with “interactive elements” and posted it to Instagram for a limited time dynamic, and the advertising return on investment increased by 11%.

Making good use of branded content to place advertisements is another strategy to attract consumers. According to the Kantar report, 71% of Taiwanese consumers follow at least one influencer on social media; more than half of consumers said they have bought products endorsed or endorsed by influencers. In order to enter the Thai market, Future Lab cooperated with local Internet celebrities to establish brands and place content ads on Facebook and Instagram. The main feature is that the Internet celebrities use photos of products in daily life situations. The number of conversions added to the shopping cart has increased significantly, and the purchase conversion rate It was also successfully increased by 4.2 times.

Photo Credit: iStock

The third trick: simplify the purchase process and expand the sales channel for painless orders

When consumers are directed to the purchase page, if they jump out due to the complicated shopping process, won’t they let the orders they receive are lost in vain? Convenience is the main factor that encourages consumers to shop online, because consumers can buy the goods they want from other channels or platforms, so as long as they feel inconvenient, they may give up buying.

In order to help brands create a smooth and unobstructed shopping environment, Facebook has launched a variety of applications to direct consumers to the product page or official website to purchase, so that the shopping journey can be done in one go. In addition, if brands want to expand consumers’ online shopping touchpoints, they can also collaborate with online retailers through Facebook’s collaborative advertising.

Lifubaoshui worked with Facebook and e-commerce players Xiaopi and momo to establish a Facebook product catalog in the Xiaopi sales channel, and subsequently added the catalog products to the momo platform in marketing activities. With a normal marketing strategy, the total advertising return on investment was increased. 12.7 times.

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The fourth trick of the intrigue: Honorable after-sales service, narrowing the distance with consumers

Perfect and considerate after-sales service can consolidate brand loyalty and increase repurchase rate. A Kantar survey found that 50% of Taiwanese consumers expect to receive the latest news that is useful for their orders. This move allows consumers to leave a good impression of the brand after shopping.

After each transaction, if a brand wants to gain in-depth insight into the effectiveness of advertising to understand consumers’ reactions, they can make good use of Facebook’s “Optimization and Effectiveness Measurement Solution”. To get more detailed feedback from consumers, “conversational business” is the new darling of the machine learning era. According to the survey, Taiwanese consumers used messaging services for the first time in September 2020, making up 58% of their purchases from merchants. In other words, using Facebook and Messenger to directly establish communication channels to respond to consumers’ questions in the customer service stage; or to help solve the problems encountered in shopping can strengthen the adhesion with customers and prepare the opportunity for the next repurchase.

The brand immediately launches “discovery business”

In the era of mobile phones, every second is an opportunity for businesses and consumers to establish a connection. If you can provide information that is of interest to the audience at any time, and at the same time easily place orders on the Internet, “discovery commerce” is bound to become the best solution to lead the transformation of new retail. When a brand can arouse the attention of consumers at any time and turn the connection into a business opportunity, “influenced economics” will be the decisive point for future business.

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