Targeting and Re-Targeting
Targeting and Re-Targeting – As described before, the big advantage in social marketing is that we can reach people again and again (keyword: awareness for brand / product X). Either as organic followers (fans) or because they are targeted by us, through ads, to create awareness. Either way, the basis for this is an extremely large amount of data. A little insight? Facebook alone has an average of 2,000 to 4,000 data records per user. Accordingly, advertisements can no longer be “simply” played out to everyone, as they used to be (for example, a billboard in the city center). Today, advertisements can be sent extremely precisely to specific user groups (targeting).
Social re-marketing strategy – The second step then deals with repeatedly addressing people (re-targeting) when we already know them! Through so-called pixels, user data is stored. This we use to reach them a 2x, 3x and 4x times.
Example – Someone looks at a certain brand shoe in store X, in a certain shoe size. However, he or she leaves the online store without buying the shoe. One day later, this person is approached again by ads, e.g. on Instagram or on larger online portals (display ads). Exactly with the same brand shoe (for which one was already interested) in store X, of course in the perfect color and size displayed. If the user does not buy after 2x, 3x display, we send an alternative: perhaps also a similar shoe purchased by users who have already purchased this shoe.
Social marketing today: multi-strategy
Social marketing is also becoming more complex. In the past, it was enough to know a single network, for example Facebook. Today, a typical mix looks more like this: Instagram, TikTok, YouTube, Facebook. The biggest mistake, publish the same content on all networks. The big advantage, they reach people today as easily as never before. Regardless of how many, in which location and at what time.
So social media marketing is more than just creating content. We deal especially with performance marketing, starting with pixels, split testing of individual campaigns, newsletter marketing (yes, works great), to daily content creation, editorial plans and creative concepts. All from one source, that’s why we’re called Social Media One.
Want to start a new project? Get in touch with our contact person.