Snapchat to give advertisers info on how their campaigns impact in-store sales

It is a question every marketers wants to know – how is their social media marketing performing in the real world?

The partnership’s aim is to measure incremental store sales resulting from marketing campaigns run on Snapchat. Analysis of the impact of campaigns run on the social media site on in-store sales will help CPG advertisers both quantify and improve their ongoing marketing efforts.

At the same time as the partnership announcement, and to help illustrate the effectiveness of Snapchat campaigns, Oracle Data Cloud revealed the results of recent analysis of 12 CPG campaigns run on Snapchat and their effect on in-store sales.

According to the study, which involved cosmetic, personal care, beverage, cleaning and packaged food brand campaigns, 92% resulted in a positive lift in in-store sales. More…


 There’s no shortage of discussions today about Millennials, particularly when the conversation topic pertains to technology. But there’s more—much more—to this young consumer group. In fact, now that everyone of this generation is of legal drinking age (LDA), retailers, restaurants and manufacturers have a new and powerful customer that they must get to know—one that now accounts for 24% of the U.S. population.

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IAB: Social media still has a lot of growing up to do

Social media still has a lot of growing up to do, say marketers from both agencies and client-side, of which 3 in 10 say they do not believe social media yet has an important role in the overall marketing function….

….The survey found that, currently, less than half (43%) of social campaigns were integrated into the wider marketing function and more than half of brands never measure social media ROI. Agencies, on the other hand were more likely to measure social ROI with 35% claiming to do so some of the time…..

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Source: BizReport

Survey indicates slow decline in personal blogs as bloggers become more client-focused

A survey by Orbit Media Studios has found that blogging is moving away from being a hobby and becoming more of a profession as more bloggers write for clients rather than themselves.survey of more than 1,000 bloggers seems to indicate a slow decline in personal blogs. Instead, bloggers are now more client-focused and some are now spending longer – up to six hours – writing one post which is generally longer (c. 1,500 words) and more comprehensive.

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Source: BizReport

Holiday Shopping Is Chilly for ‘Buy’ Buttons at Twitter, Facebook and Pinterest

Ecommerce isn’t the same landscape for everyone. Mike Shields reports for The Wall Street Journal that a specific breed of aspirational, lifestyle retailers, such as trendy home decor or wedding-centric outlets, are driving massive shares of their traffic via Pinterest. But for the 10,000 largest retailers, on average only 4% of all traffic comes via social media. Social media companies are fighting to become important pit stops in the digital shopping funnel, but it’s not so easy. Related: Social buy buttons and direct commerce on social media have largely been a dud.

Source: Mike Shields: Wall Street Journal and Jason Del Ray <re/code>

Cart abandonment rates lower for charities than other sectors

Charity websites have far lower rates of cart abandonment than those in other sectors, according to new research released by ecommerce platform provider Ve Interactive, along with higher rates of triggering transaction completion via email.

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Source: Biz Report