Social commerce is the sale of your own products through communication with the customer. This can occur via social networks like Facebook or Pinterest, and through a review or comments system. The focus is on interaction and opening up new sales channels. Through the constructive criticism traders receive, they can improve their own shop, adjust their business model, or develop better customer service. Social commerce is therefore not just a means to an end, but brings the customer closer and improves internal processes through feedback.
Influencer marketing is no longer a hype, but an integral part of a communication strategy for many companies. The reason is simple: Influencers are revered as idols and thus influence their followers. A business’ goal is clear: With influencers, they want to increase their own brand perception and reach new target groups — just think of the campaigns from established companies like Adidas with Kendall Jenner.
But beyond such top influencers, micro-influencers also represent an alternative as an advertising medium. Such a person does not have to have a million followers to be influential, as micro-influencer marketing proves. Using first use cases, we’ll take a close look at this new phenomenon.
Social networks are everywhere and social media has long been part of everyday life. Online users are constantly in the thick of the action, averaging 7.6 social media accounts, and liking, sharing, posting, consuming, and chatting for just under two hours a day. This digital reality opens up a lot of opportunities for companies to address potential new customers and repeat customers. For about 80 per cent of companies, social media plays a crucial role in marketing.
Retails and manufacturers don’t just want to build their brand, they also want to find new employees, attract new customers and generate more sales. However, the competition is getting increasingly stronger. That’s why creative and target group-specific content is required and formats with a high level of engagement are being brought into focus: Formats such as videos.
The past few months have brought new developments from Facebook and others. Younger platforms and other large companies have been trying to gain their share of the marketplace as well. Even though these products from these companies are new, they take into account what went well for others, and what’s flopped.
Instagram, Facebook and Twitter are probably the best-known social networks in the Western Hemisphere. Despite a data scandal, Facebook still has 2.34 billion active users. Social media is, therefore, a phenomenon that affects the current state of affairs on the Internet.
That’s what also Google thought way back in the year 2010: With Google+ and Google Wave, the company tried to gain momentum in the social media area. In hindsight… These were failures. The fourth article in the Handelskraft series »20 years of Google« is taking a look at a dark time in their history. The attempt to build their own social network.
It was not so long ago when various scandals came to light about data abuse and fake news on Facebook. The company was taking heavy losses on the stock market and seemed to have lost credibility and charm to many users, stakeholders, and marketers.
But that hasn’t stopped the largest social network: Instagram’s attractiveness keeps growing, the company announced in the same breath with the bad stock market news. Especially among younger generations, the photo network is more popular than ever. Even Facebook itself wants to collect bonus points and drive innovation forward. The focus is on augmented reality.
This technology is also gaining in importance beyond the gaming industry. In fact, some companies are already focusing on this and are developing exciting, everyday use cases. The main focus is to make life easier in different circumstances (at work, when purchasing complex products, or building large machines).
Facebook wants advertisers to benefit from the potential of this cutting-edge technology even on the biggest social network.
If you believe a survey by Greenpeace, you’ll believe over one billion unused garments are stored in German closets. Not just moths, even savvy economists recognise a certain potential here. Environmentally conscious people are fighting against the wasteful use of our outer layers anyway. The key phrase: second hand!
It was announced in April and has been implemented since June 28th: Facebook’s “transparency” offensive. Since the end of June, all ads on every Facebook page are visible to all users, regardless of their target audience. This not only applies to Facebook itself, but also Instagram, Messenger, and partner networks. This transparency offensive is to force the advertisers to more responsibility and improve the service for all.
But will this decision actually affect marketing and advertising activity on social networks?
A lot of people think »Dang that looks cool!« when they’re looking at photos on Instagram or Pinterest. But until recently, it took a little research – or at least some work – to find and buy the products you saw. As of a few weeks ago, that’s a thing of the past. The “shop-the-look” function for various social channels has an enormous popularity with consumers and Social Commerce has become the norm within a very short time. But as always when a hype arises, so does the question: Is there more to it? Before we could even think about whether to expect something new again. The answer is not surprising, as commercial features on Facebook and Instagram continue to evolve. Each social commerce update awakens desires, desires that become routine within a very short time.
The German-speaking area e-commerce is in top form, growing at fast-pace, and concentrating even more strongly. The biggest players are keeping up a solid lead whereas the smaller can’t catch up. This is the result of the rankings of the 1,000 biggest online shops in Germany “E-Commerce-Markt Deutschland 2017” and the Top 100 onlineshops in Austria and Switzerland “E-Commerce-Markt Österreich/Schweiz 2017” from EHI and Statista.
From being a sexting app to going public. The meteoric rise of Snapchat left not only the youngest generation captivated, but also led to a redefinition of the social behaviour and cultural norms to the extent that Instagram, WhatsApp, and Facebook have cloned its hallmark “stories” feature.
This all-in assault on Evan Spiegel’s company, orchestrated by Marc Zuckerberg, coupled with the risks involved in the $3 billion IPO and the ephemeral loyalty that younger generations (Snapchat’s main target group) typically have to brands, makes the social media universe’s near future fascinating and intriguing. Does Snapchat set the foundations of the social media 4.0? Was the IPO a good decision? Does Snapchat have enough reaction capacity to counteract?