The Small Business Last Minute Guide to a Successful Click Frenzy

The Small Business Last Minute Guide to a Successful Click Frenzy

Gianna Callioni
. 26 Oct 2022 . 6 min read

Click Frenzy is fast approaching so if you’d like to capitalise on the millions of users who’ll visit the online marketplace, here are a few key things you should work on over the next two weeks!

Before getting into it though, you’ll need to make one key decision – will you officially join Click Frenzy, or unofficially ride off the hype?

Option 1. Taking part in the official Click Frenzy promotion

Many big-name online retailers use this event to generate large volumes of traffic and clear out stock. You’ll see brands like The Iconic, City Beach, PetStock, and Michael Hill all featured on the platform. On day one of last year’s event, participating retailers saw an average of 65% increase in traffic to their site. Featuring on the platform not only means you’re more likely to be seen by people in the shopping spirit, but also more likely to reach new customers.

However, you do need to pay to be there just like with any other form of advertising. You can use their self-serve advertising tool to see what the process is like and how their pricing model works. Before choosing this option, weigh up whether the cost of advertising on the platform will be outweighed by the increased sales.

Option 2. Making the most of people’s deal-finding goals unofficially

You can capitalise on purchase-driven mindsets without paying to feature on the platform. You can still generate a great deal of buzz within your own community through earned media advertising. If you have a solid earned audience (think email databases and social media followers), you may decide that this option is enough for you to get the pick-up in sales that you’d like.

You may also choose to run ads on social media or Google search to reach additional audiences. Click Frenzy has a fixed $0.80 cost per click on top of the fixed fee to feature a deal. Compare this to what your average CPC has been in the past (with a little wiggle room for increased competition) to help you decide which option is best.

Whichever option you decide on, there are several things you can do in the lead-up to the special event to help maximise your results.

Put Consideration Into Your Deals

It’s important to spend some time putting careful thought into the deals you offer as part of your sale. Potential customers will expect big discounts (remember, Click Frenzy does crazy 99% off deals), but it’s still essential to keep your bottom line in mind. If you can’t financially offer big discounts on your products, consider if you can provide small free gifts or free shipping instead.

You may wish to use this as an opportunity to promote some of your lesser-known or new products as well. Think about creating bundle deals specially for the event and pairing them with your more popular products.

Come up with a Backup

Selling out of your top products is a great thing, but it’s good to have some backups in mind in case you do. If potential customers visit your site wanting to purchase a specific item but you’ve sold out, is there something else you can promote instead? A similar product that would serve the same purpose for them and help ensure you don’t miss a sale.

Make the Most of Social and Email Marketing

Make it really clear when and how people will be able to access your deals!

A couple of days before the event, we recommend posting on all of your relevant social channels to capture as much of your audience as you can. This could include a combination of feed posts with the details and stories with countdowns.

Pair this with email communications to retarget past customers and subscribers. Depending on how well your database has been segmented, you should also tailor these emails where possible. Consider contacts that are yet to make their first purchase; an email to them could read, ‘Have you been a bit unsure about your first purchase? Maybe one of our biggest sales of the year will help.’ Or, if you’ve got a group of VIP customers who always shop with you, you could offer them an exclusive deal, ‘We wanted to say an extra special thank you this weekend! Use the code ABC123 for a fun surprise.’

Perform a Website Health Check

You’re potentially (hopefully) about to get a lot of traffic on your site, so let’s give them the best user experience possible. Particularly if it’s been a little while since you last reviewed everything, you’ll want to check on your checkout flow, your chatbot / customer service setup, and general usability.

We know that 87% of people will stop a purchase and abandon their cart if the process is too difficult. We don’t want that to happen during a big event.

The team at Iterate, our sister agency, have written an article all about getting your website ready for Click Frenzy. Take a look at it to find out how to ensure your site has the best chance of converting customers.

Double Check Your Email Workflows

Your customers’ experiences after they check out are just as important as the purchasing process. You want to make sure any automated emails you have set up (think confirmation emails, shipping updates, and friendly check-ins) are all fresh and up-to-date.

Keep Their Advertising Rules in Mind

Keep in mind that Click Frenzy is a brand in its own right and they have specific regulations surrounding the promotion of their trademark. Without explicit permission from Click Frenzy, you cannot use the term ‘Click Frenzy’ or feature their logo on any external promotional material.

Section of Click Frenzy’s Terms and Conditions

When promoting your sales through social media posts, on your website, or in marketing emails, please remember to use different phrasing. This could include, ‘Special 24 Hour Sale’, ‘Shopping Frenzy’, ‘Deal Weekend’, or anything along these lines.

If you’re reading this the day before Click Frenzy or even after the event, don’t worry! These same tips will help you prepare for Cyber Weekend later in November or Boxing Day/New Year’s sales as well.

What is Click Frenzy and how does it work?
Click Frenzy first launched in Australia in 2012 and is inspired by the huge Cyber Weekend deals seen in the USA (and now here too). Essentially, Click Frenzy acts as a marketplace for all of the biggest deals that are available during the limited time window. To officially be part of Click Frenzy as a brand, you actually need to pay an advertiser’s fee for each of your deals to feature on the platform. If a user clicks on your ‘ad’, they’re taken to your website to complete the purchase.

Interested in boosting your exposure this sales season?

Our advertising specialists can help.

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Why You’re Merely ‘Renting’ Your Audience and How to Fix It

Gianna Callioni
. 26 Aug 2022 . 5 min read

Building a strong and engaged following on social media is a great way to increase your brand’s reach and start conversations with your audience. But, it should always be considered as just one piece of the marketing puzzle and there’s a very important reason why. Social media audiences are essentially ‘rented audiences’.

What do we mean by the phrase ‘rented audience’?

It’s really just like it sounds. As with renting a house, renting an audience means that you may not always have access to that audience. Social media giants like Facebook, Instagram, TikTok, and LinkedIn all have one thing in common – they’re free to access for consumers but they’re still businesses that need to make money. They make that money from brands who pay to access and advertise to their databases of engaged members. While you can have a thriving organic presence (meaning you’re not paying to reach your followers), changes to the algorithm may affect your ability to keep such a great presence.

Think back to pre-2018 – businesses on Facebook were able to reach 12% of their page’s followers (which is not a lot to begin with). Then Facebook changed the algorithm. Today, this average reach is down to 5%, which means those followings that had been built are now no longer accessible without paying for it.

To be clear, we’re not suggesting you stop working on your social media presence! We just want you to know that it should be thought of as a pay-to-play space that’s great for reaching certain goals but should be supported with other efforts.

How can you turn your rented audience into an owned audience?

Starting to turn your rented audience into an owned audience could be one of the most valuable moves you make this year.

Owned audiences are contacts that you have some control over, in terms of how and when you reach them. For example, email newsletter subscribers or purchaser databases. They’re people who’ve agreed to you contacting them through a platform you own because they’re interested in what you do.

No matter what sort of business you’re in, there’s value you can bring to your customers and potential customers that will help you build an owned audience. It starts with asking, who is your target market – what are they looking for from your brand and what are their day-to-day struggles and desires?

Think about what value you can provide to your audience and how they will be able to access that value. For instance, if you’re a skincare brand that offers a variety of products for various skin types, you may like to provide a ‘quiz’ to help people determine which products are right for them and get their email address in exchange for the results. Or, if you’re a B2B organisation, is there a particular topic that you know a lot about that you could create a gated downloadable ebook about? Just like our Guide to Influencer Marketing.

What are the additional benefits of an owned audience?

There are numerous benefits of having a well-kept customer database.

One of the biggest benefits is that you’re able to segment your audience while keeping their data in one place. With a segmented audience you can make sure you’re getting the right message to the right people, which is important for customer relationship management. Sharing the wrong message with the wrong people will at best make them bored or indifferent, and at worst can cause you to lose their business entirely.

Another big benefit is that the idea of gathering people to a place you have ownership and control over also coincides with building a community around your brand. This is something we’ve written about recently and that our CEO, Sahlia, has spoken about to Queensland Leaders.

“The only difference between an audience and a community is the direction the chairs are facing.” — Chris Brogan

You can make the most of your owned audience and turn one-way communications into conversations.

The responsibilities of having an owned audience

It’s important to remember that building an owned audience comes with its own responsibilities – you’re responsible for protecting your audience’s data and respecting their privacy rights. Here are some tips to keep in mind:

  • Ensure your contacts are able to remove themselves from your database in a straightforward way.
  • Provide options for your audience to choose how frequently they’re contacted, in what way, and with what information.
  • If you want to ask your customers for permission to send other marketing material to them while they’re making a purchase, be sure to make it an opt-in button instead of opt-out.

Building an owned audience comes with its own responsibilities and time investments, however, it can be incredibly valuable for sustained and secure business growth.

Interested in building an owned audience?

Our growth specialists can help.

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Building a Genuine Community Around Your Brand

Gianna Callioni
. 25 May 2022 . 5 min read

With so much STUFF online, it can seem almost impossible to cut through the noise. And, even though it feels like a select few organisations dictate our online experiences, it really is up to the consumer to decide how, when, and if they’ll interact with your brand.

When it comes to building a digital community that will support your brand, helping you get reach, engagements, and, ideally sales, one of the best things you can do is take inspiration from people who are known for their community building skills – influencers. In a way, influencers are their own brand and many of them have developed ways of engaging with their audience to help ensure they continue to get reach and engagement.

So, what are the actual tactics you can use for building a genuine community? Well, if you only take one thing away from this article, let it be to listen to your customers. Your customers will dictate where they’d like to engage with you, what level of communication and openness they expect from you, and what they’re looking for from brands in general.

Strive to understand your customers

Do some research to understand where your customers are and where they like to interact with brands. It’s not just about which digital channels they use, but how they use them – do they check their emails regularly and fill out surveys? Do they prefer phone calls or website chat boxes? Do they want to respond to your Instagram Story or tag you in a TikTok video?

If you’re trying to start conversations and build relationships with your customers on platforms they don’t utilise or engage with, you will find it very difficult.

Identify your shared purpose and values

We’re all humans and we all care about different things. It’s easier for consumers to relate to your brand when they know the people behind the brand name care about the same things they do.

As part of learning about and understanding your customers, identify what your shared purpose and values are with your audience. You’ll likely find that your reasons behind starting your brand and what your brand is striving to do, will align nicely with the right audience.

Include your audience in your growth and development

The crux of it is – if your audience feels like they’re part of your brand, they’re more likely to care about your successes. A really great example of a brand doing this well is Luxey Cup. Luxey is an Australian-owned company that started out as a simple Kickstarter campaign a few years ago and is now worth millions. Sandra-Lea, their Co-Founder, uses Luxey’s social media channels, primarily Instagram, as a two-way communication tool with her audience.

"I knew from my own experience that I wanted to know the truth and the reality behind my favourite brands, not the pretty pictures, so I would show up each day to our own Instagram Stories sharing our real happy/sad behind the scenes information. I would do this every day, addressing our community until one day someone coined it the "Staff Meeting". Three years on I still do the Staff Meeting where we laugh and cry together. My community is with us every step of the way." — Sandra-Lea, Co-Founder of Luxey Cup

By including your audience, getting their feedback and opinion throughout your brand’s journey, it will encourage them to feel as though they’re growing alongside your brand.

Admit to your mistakes AND fix them

A key element of building your brand community is showing the human element behind it. We all make mistakes, it’s part of life, and as long as you own up to your mistakes and work to fix them, it’s ok.

Your audience understands that not everything will run smoothly all the time, but you need to show them that they can trust you. By showing them you’ll take action when it’s needed and that you don’t only talk about the good things, you will become more relatable to your audience, which will help build brand trust and loyalty.

Need help navigating social media advertising?

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The Difference Between Boosted Posts and Using Facebook Ads Manager

Gianna Callioni
. 12 Apr 2022 . 5 min read

Gone are the days when the majority of people who liked your Facebook page or Instagram profile saw the organic posts you created. Now, a mere 5.2% of your organic Facebook followers will see your content without you paying for more. While there are ways of increasing this reach organically (ie. without paying for it) and working on your organic strategy is highly recommended, we appreciate that it’s often not enough to get the results you want.

But, the key question is – if you’re going to pay to reach more people, is it better to use Facebook’s boosting feature or Ads Manager?

What is a boosted post?

Essentially, a boosted post is a paid way of achieving the same reach you used to get on organic posts before Facebook decided to change up their algorithm. It’s the simplest way of advertising on Facebook/Instagram because you can do everything via your usual desktop or mobile view with a few clicks.

There are three key steps to boosting your post:

  1. select your goal;
  2. define your audience; and
  3. set your budget and duration (as seen in the image below).

These steps are taken on an organic post that’s already live or on an organic post that you’re in the process of scheduling.

Screenshots depicting the various stages of boosting a post on Instagram


What is a Facebook ad?

While boosted posts are still technically classed as ‘ads’ because they’re a paid form of increasing reach, Facebook ads use Ads Manager to more thoroughly define and target objectives and audiences.

Additional options when using Facebook Ads Manager:
  • Can choose to optimise for more types of actions in the consumer decision making funnel. This includes things like website conversions, lead generation, app installs, and more.
  • Can more accurately filter the audience/s you’d like to target. From refining age, gender, and location options to creating custom and lookalike audiences based on website data or brand engagements.
  • Can narrow down where you’d like your ads to be placed and customize the creative depending on those placements. For instance, if you’d like your ad to appear both in the feed and on stories, you can create a specific 1:1 video to show in feeds and a 9:16 video to show in stories.
  • Can add additional creative features to ads like call-to-action buttons, headlines, and multiple description options.
  • Can create formal A/B tests between campaign types and ad sets.

So, which one is better? Boosting a post or creating an ad?

If you’re just getting started with Facebook advertising, it’s a lot easier to follow the process of boosting a post. And, if your aim is simply brand awareness or post engagements, then it’s not a bad option.

However, with simplicity also comes less-targeted results. It’s important to decide what you want to achieve with your social media advertising so you know exactly what results you’re looking for.

By using Ads Manager, you can create refined and targeted ad campaigns, rather than working with individual posts. Each campaign can include multiple Ad Sets (audience types) and each Ad Set can include multiple ads. It does take a lot more planning and it can seem overwhelming at first, however, when set up correctly the results are well worth it.

If you’d like to set up a campaign strategy but aren’t sure where to start, please reach out to our team and we can work on it together. We start with understanding your broad business goals and target audience, then outline a strategy that focuses on getting you there.

Need help navigating social media advertising?

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iOS14 Impact on Facebook Advertising (Free Guide)

Gianna Callioni
. 25 Nov 2021 . 5 min read

2021 has very quickly shown social media marketers that this business is volatile. Through a series of Facebook webinars, marketers globally learned how their campaigns would need to very quickly adapt to Ads Manager changes forced by Apple’s iOS14 Privacy Policy. If you haven’t already heard, these changes are significant and impact all businesses advertising on Facebook and Instagram, particularly those in eCommerce.

In short, Apple announced a new iOS 14 AppTrackingTransparency framework, requiring apps (including Facebook and Instagram) to show a discouraging prompt when users click through to a third-party website (eg. your own website). This prompt will ask users to agree or decline to their movements being tracked across the website they’re attempting to visit. The users’ decision will determine to which degree your tracking abilities will be restricted. In response to Apple’s prompt, Facebook has been forced to reimagine some aspects of Business Manager. For Facebook and Instagram marketers, this means changes to account set-up, targeting, optimisation and reporting. These changes are already being rolled out and impact all advertisers, even if you aren’t targeting iOS users.

Apple released these changes on 26 April 2021. These have already impacted how we receive and process events from tools like the Facebook Pixel and SDK. As of 10 May, the global opt-in rate is sitting around 13%. As more people opt-out of tracking on iOS 14, statistical modelling will be used to account for some conversions, website data reliant audience sizes will decrease and audience cross-over will become more and more difficult to prevent.

We’ve created a thorough guide detailing the effects of the change and how we’re combating them. Please feel free to download a free copy of the guide via the link below!

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Something Digital 2021: Consumers and Their Privacy

Gianna Callioni
. 03 Nov 2021 . 3 min read

It would be impossible to go to a digital event and not talk about data. Data is what makes the world go round. It’s long come to be known as one of the most valuable things a business can have access to. But as tech giants take data and privacy concerns into their own hands (whether for the good of the people or their own wallets, that’s another discussion), we should be continuing to think about the consumer. After all, they’re who we do our jobs for.

As part of Something Digital the other week, I saw a conversation with Eloise Gillespie, Katherine Grace, Jarrod Price, and Chris Rozic. They spoke a lot about data and the big guys in the industry, and one of the key points they brought up was this:

How many consumers actually understand what cookies are and how the data is used, and thus what impact removing them will have on the personalisation they’ve come to expect?

“61% of millennials are happy to share data if it leads to a more personalised in-store or online shopping experience” (Deloitte Digital). Not only that, but it’s highly likely that in the near future personalisation will become the bare minimum of what we need to provide for consumers. But with the disappearance of cookies and tracking permissions, comes difficulties in providing that same level of personalisation.

The way we track online movements will change whether we like it or not. What we can do though, is help educate consumers about why their data is used and the benefits it can have for them. It’s important to take them along for the ride as part of the change, instead of making them feel like the change is happening to them.

Openly build a relationship with your audience

One of the best ways you can do this is by openly building a relationship with your audience and being upfront about the information you’d like to collect. Instead of trying to track each person’s movements and the exact pages they’ve looked at to see what they like (or don’t like), just ask them.

Include a well-worded privacy policy, without the jargon

Be part of the education process by providing clear explanations of what information is actually tracked, how it’s tracked, and how it’s stored. The biggest privacy concerns come from misinformation about what data is actually recorded when doing simple things like reading a webpage.

It’s also important to include how you’re going to use the data you collect from your audience and why it’ll benefit them to let you do it.

The only thing we’ll never be able to explain though is how Facebook (or Meta now I guess?) listens to our conversations. That’s a question for the Zuck that will likely never be answered.

Provide a way for audiences to change tracking permissions

It’s not enough to ask for tracking permissions once and then keep them the same forever. “88% of consumers do not believe that their consent for non-essential uses should be enduring” (Deloitte Digital). It helps you build trust with your audience by giving them continuous control over tracking permissions.

A little side note but a helpful pointer – if you’re using Google Analytics in any way, you must have a privacy policy on your website. If you don’t, you’re going against Google’s conditions and may face consequences.

We’d love to hear your thoughts about data, how you’re getting around the recent and upcoming tracking changes, and how your audience responds to any privacy notices you have on your site. Feel free to reach out on our socials or send us an email!

Need help navigating the world of data?

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Black Friday Bonanza: The Advertising Methods You’ll Want to Adopt for 2021

Sequoia Cardoso de Sá
. 19 Oct 2021 . 4 min read

Black Friday once meant lines of people wrapped around stores at sunrise and overflowing to the streets, shoppers fighting over the last few products, and crowds so loud and large that you were constantly shoulder-to-shoulder with fellow shoppers for that amazing new pair of shoes or gaming console with slashed prices.

But with worldwide eCommerce sales increasing 46% since 2019, hitting almost $4.9 billion in 2021, sales like Black Friday, Cyber Monday and Boxing Day have changed significantly. Black Friday in particular has transformed and morphed into a typical promotional period every November. It now spans multiple days, starting earlier and lasting longer, resulting in a loss of the original sense of urgency. Some retailers utilise month-long promotions, while others stick to the traditional 24-hour period. The longer promotional period seems to have been exacerbated by 2020.

Our Predictions

Black Friday will continue to be stretched out

After the ballooning of Black Friday in 2020, we don’t expect to see it bounce back to the original one-day event. Black Friday as a multi-day event is here to stay in 2021 for the majority of retailers, and customers are starting to expect it. 

Online sales will continue to skyrocket

In America in 2020, many popular items were out of stock online before the sun rose on Black Friday. Users know that they can buy online at midnight when many sales begin, getting ahead of the curb and snagging up those deals before the physical doors even open. We anticipate online sales for Black Friday will continue to surge in 2021 and beyond, particularly as more retailers have opened online stores in the past 18 months. 

Marketing Trends

A trend that has emerged is the ‘leaking’ of promos as early as October. Retailers have promoted their Black Friday deals early, hinting at particular price slashes in a bid to increase anticipation, build buzz and create more demand for their brand. If people know what they could be saving, they wait eagerly and prepare to be online as soon as those sales begin. 

With so many physical stores shifting online in the past 18 months, there will be more fierce competition online. Which means online marketing efforts will also be more competitive.

Although, despite the trend to shop online, 31% still prefer to shop in-store on Black Friday because of the overall excitement of the day and the ‘hunt’ for the perfect bargain.

For businesses with both online and offline stores, the focus still needs to be placed directing people both to the website and in-store.

Customer Expectations

Consumer Insights

54% of consumers will begin Holiday Shopping before Black Friday.

What customers anticipate
  • Free Shipping 
  • Limited-Time Sales
  • Click & Collect Capability
  • Easy to use website/app
Email Marketing

With 99% of email users checking their inbox every day (and some checking 20 times a day), email is an important channel for continuing to reach and engage customers for Black Friday. Ideally, you would already have a large usable email list. If not, we recommend prioritising the growth of your email list by creating an opt-in with a Black Friday theme and offering first access to deals or a free shipping coupon in exchange for their name and email. 

Scheduling your emails is important as people are most likely to check their inbox either just before or after they arrive at work, around their lunch break, and when they finish work. 

Importantly, don’t leave these emails until the day before. They should be landing in inboxes weeks before Black Friday to build anticipation and ensure people have the day marked on their calendar, with your store as a top priority. 

Elements of a good Black Friday email
  • Add the term ‘Black Friday’
  • Use emojis like a shopping cart of gift, but only at the end of the subject line
  • Personalise with a first name
  • A sense of exclusivity and / or urgency
  • Promotions & offers front and centre
  • Keep headlines, subject lines and call-to-actions appealing and attention grabbing

Ensure you also send an email towards the end of the promotion with a sense of urgency in the subject heading i.e., ‘Only 12 hours left of Black Friday prices. Get your deals before it’s too late’.

Abandoned Cart Emails

Abandoned cart emails are always a good idea. So it makes sense we’d be suggesting it for Black Friday. In fact, creating cart abandonment emails turns out to be one of the most significant strategies for online businesses. Reminding customers of the deals they haven’t yet purchased is a powerful way to gain them back and guide them through the checkout process.

SMS Marketing

Australians also respond positively to SMS communication from brands, with high open rates across the board. Let your customers know the sale has begun, or will be starting tomorrow, with an SMS message. Don’t go overboard with this though, no one likes spam on their phone. 

Audio Ads – Spotify

Audio engagement travels with consumers where visuals can’t go with 7 of 10 listeners able to correctly identify a brand after hearing an audio advertisement. Audio ads on channels such as Spotify provide an excellent opportunity to deliver targeting audio ads where visuals can’t go, reaching people while they are engaged with their favourite music or podcasts. Also, this channel is easier to use than you might think. 

Paid Advertising

Tap into your paid marketing channels to get the word across before the day. A Black Friday campaign can be run through paid media channels from 2-4 weeks before the sales start. Keep the messaging clear, concise and focused on the promotion / offering. This can be specific or vague, promoting either ‘massive deals to be revealed on the day’, or ‘20% off our bedroom range this Black Friday’. Google Display, YouTube, Facebook and other awareness channels are ideal to utilise in the weeks leading up to the promotion, while Google Search needs to be front and centre on the day as people search for your products or brand. 

Make Your Sales Remarkable 

And finally, bringing it back to where it all began, a competition between retailers to see who could offer customers the best deals. This is truly what customers are searching for during this promotional period, they want to see who is offering the most remarkable sales. So, consider your business, what stock you really need to move and what you can offer that would be remarkable for your customers. This is different for each brand. For example, if you’re known as a brand that never has a sale, then 15% is a remarkable sale. If you’re a brand that frequently holds sales and promotions, you may be expected to step it up a notch by your customer base. Consider your brand, your business and what makes sense from a profitability standpoint.

Need help with your Black Friday advertising strategy?

Chat to our team of eCommerce marketing experts today. 

Get in touch

Influencer Marketing and Disclosure Tags

Gianna Callioni
. 08 Sep 2021 . 5 min read

There’s no denying it: influencer marketing has always been steeped in controversy. It goes without saying that influencers and brands alike have taken advantage of the benefits that come with word-of-mouth marketing and, in some instances, have taken it too far.

With the recent revisions to AANA’s Code of Ethics*, we’ve seen several high profile posts pulled up for potential breaches. Whether you’re a Marketing Manager or a small business owner, it’s important to keep reading. While it’s good that posts are being more closely monitored, a few questions have popped up that we’d like you to consider before running your own campaigns.

1. Who is responsible for making sure disclosure tags are correct?

One such recent post was by ex-Bachelor star, Anna Heinreich, where she modelled a gorgeous dress by Runway the Label. Originally the post had no hint of a disclosure tag, merely tagging the brand in the caption. However, since the official investigation by Ad Standards, she’s updated the post to include a ‘paid partnership’ tag.

anna heinrich runway the label instagram post

Anna is managed by Chic Talent Management and their GM, David Dalton, commented that they were unaware of the complaint as Runway the Label didn’t communicate this with them. As soon as they found out, they added a “Paid partnership with @…” tag to the post.

This response suggests that the onus for disclosing content correctly falls on the brand, not the talent or the talent managers. There are, however, very clear standards and expectations in the industry that brands, influencers, and talent managers, should all be well aware of. If there was indeed a relationship, then they should have disclosed it from the get-go.

The responsibility falls on everyone involved. In saying that, the potential fine for a business is 20x higher than that for the influencer, so we recommend you keep a close eye on it.

2. Can we always distinguish between paid and unpaid posts?

Another post that was recently in the spotlight was by Rozalia Russian, featuring a Tom Ford perfume bottle. While Anna ended up adding a disclosure tag to her post with Runway the Label, Rozalia’s spokeswoman said that the post in question wasn’t paid and didn’t need a disclosure tag. Estee Lauder, who manages Tom Ford, also made a statement saying they don’t do influencer collaborations and the post wasn’t sponsored.

rozalia russion tom ford instagram post

The issue here lies in whether payment is the only reason a post should have a disclosure. Many argue that even a post with a gifted item should be made transparent by the influencer, as an item being gifted can still impact how someone feels about a product and how this is represented to their following.

Even without direct payment or gifting, sometimes an influencer’s content just looks like it could be an ad even though it isn’t. We need to be careful about judging this type of content without knowing the full story.

3. How can we maintain authenticity?

There is a valid reason why these revisions were made to the Code of Ethics. Influencers are, as the name suggests, influential, and posting something without being clear about sponsorships and/or gifted items can be misleading and appear inauthentic.

If you are considering working with an influencer for your brand, make sure you work with influencers who work with you. That is, their content and personality fits well with your brand and they understand the rules around sponsorship and gifting opportunities. The influencer should also have a good ratio between sponsored content and other posts in their feed. We also recommend finding out how many other brands they are currently working with. Consumers understand sponsorships and gifting is part and parcel of social media and online personalities, but they can easily become fatigued by it if it is executed poorly.

*The Australian Association of National Advertisers’ Code of Ethics outlines what influencer collaborations consist of and how they should be disclosed to the public.

Ultimately, influencer marketing should always be about authenticity, otherwise it loses its value. If you’re considering influencer marketing for your brand, we strongly encourage you to do your due diligence and select your influencers carefully. And if it's all too overwhelming, that's why we're here! Downloading our comprehensive guide to influencer marketing is a great place to start, and if you have any questions or need help navigating it all, get in touch and we'll be happy to help.

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Digital Marketing in a Post iOS 14.5 World

Sequoia Cardoso de Sá
. 20 Jul 2021 . 7 mins read

The digital world is always changing and 2021 has been no exception. Through a series of Facebook webinars, marketers globally learned how they would need to very quickly adapt to online advertising changes forced by Apple’s iOS 14 Privacy Policy.

What Apple is Changing

Starting with iOS 14.5, Apple is requiring apps to ask for user permission before sharing their data, and effectively, reducing the data businesses can access for their advertising efforts. User data is a huge asset to companies that rely primarily on ad revenue and data regulation practices can be restrictive.

This change was rolled out on 26 April 2021 and has already seen an impact on marketing, with global opt-in rate sitting around 13% as of May 10. But, as of May 20, only 16% of iOS devices worldwide had updated to iOS 14.5. Of those on iOS 14+, over half (57%) still haven’t been given the option by the app developer to opt in or opt out yet, which means these users are in the ‘Not Determined’ state and can’t be tracked according to Apple’s policy. This means the industry hasn’t yet been impacted by the major change in iOS 14+.

As more people decline tracking on their Apple devices, statistical modelling will be used to account for some conversions, interest-based audiences will decrease, as will audiences based on third-party data, and audience cross-over will become more and more difficult to prevent.

Impact on Facebook

What users’ decide to do about their data when prompted on their Facebook or Instagram app will determine which degree your tracking abilities will be restricted. In response to Apple’s prompt, Facebook has been forced to reimagine some aspects of Business Manager. For social media marketers, this means changes to account set-up, targeting, optimisation and reporting.

A few months in, these changes are a lot more tangible. Some impacts you may have noticed in your accounts include:

  • Less reported conversions – Users may still be taking conversion actions on your website, but limited data will be coming back to Facebook Ads Manager. This has impacted how marketers optimise and report on their campaigns. Without accurate in-Facebook data about conversions like Purchases, metrics including Return on Ad Spend (ROAS) and Average Cart Value are estimated, making optimisation decisions more complex.
  • Declined performance of custom audiences relying on Facebook Pixel – custom audiences which rely on Facebook Pixel and SDK data points (Website Visitors, Cart Abandoners) have become less accurate. As some users opt-out of the prompt, there will be less recorded conversions for events, meaning there will be a smaller pool of users inside these audiences. In theory, this will prevent advertisers from reaching ALL cart abandoners and excluding ALL purchasers.
  • Limitations of 8 events per domain – you only get eight conversion events per domain, with domain verification and event selection to be configured inside Business Manager. These must be configured in order of priority in the Aggregated Events Manager.
  • Deprecated attribution windows – Facebook said goodbye to the default 28-day click-through, 28-day view-through, and 7-day view-through attribution windows.
  • No more breakdowns for conversion events – While you are still able to view breakdowns for standard performance metrics (Reach, Impressions, CPC), you are no longer able to view which Age Group generated the most Conversions or most efficient Cost Per Conversion.

Impact on Google

The Apple update means users can stop being tracked with an IDFA (Identifier for Advertisers). A handful of Google’s iOS apps, such as Maps & YouTube, have used IDFA for ad tracking, which would require users to grant permission. However, Google will no longer use the IDFA and have instead decided to switch to another Apple tool called the SKAdNetwork. This means Google’s apps will not need to show the opt-in.

SKAdNetwork, in theory, allows marketers to measure conversion rates of app install campaigns for iOS apps without passing along user-level data. Google is providing feedback and hopes the framework improves so advertisers can measure their campaign results accurately on iOS 14+.

Thanks to a diversified ad network and less reliance on mobile revenue (compared to Facebook and Instagram), iOS will not have a major impact on the Google side of things. The key changes to expect in Google Ads are primarily to Google’s Universal App Campaigns on iOS devices. If you do not run these ads, you have less to worry about, but you should still expect some fluctuations in delivery and performance (particularly on any ad campaigns that run on iOS). While the holy grail of Search campaigns remain relatively unaffected, advertisers running Display, YouTube, and Discovery campaigns using interest-based targeting may see a loss of data and a decline in performance. Remarketing lists survive, but there will be less visibility to track effectiveness. Smart-bidding is also likely to be affected, as it uses personal characteristics – such as past conversions – to make decisions on bidding.

Outside of the iOS changes, Google has made its own privacy updates that marketers should be aware of. Google plans to render third-party cookies in chrome obsolete and are confident in moving away from third-party cookies altogether. Instead of tracking individuals and the actions taken, Google will now track groups of people with common interests. This is known as FLoC. FLoC clusters large groups of people with similar interests, which advertisers can then target. It hides individuals in “the crowd” and uses on-device processing to keep a person’s web history private on the browser. Google has been trialling FLoC since March 2021, but will pause the trials this July as the European Commission launched an Antitrust investigation. There is some controversy surrounding FLoC and we’re yet to see whether it goes ahead or not – but we have until late 2023 to prepare for it if it does.

What should I do next?

Whether you are advertising on Facebook, Instagram, Google, or even a channel unaffected by these changes, it is always important to be ready to adapt and have alternative solutions.

If you are advertising on Facebook and Instagram and haven’t verified your domain, configured your events, or re-evaluated your targeting strategy, now is the time to. You should also consider things like broadening your interest-based audiences at the prospecting level (rather than event-based audiences) and the accuracy of your custom audiences (as this change can reduce tracking of things like cart abandonment). Take a look at using native Facebook and Instagram features to navigate data restrictions as well. Facebook Shops, Lead Forms and Video Ads are all good alternatives which rely on in-app data.

For those advertising on Google, you should continue to monitor campaigns and adjust bids accordingly. Keep an eye on the impacts around tracking and continue to utilise Google Analytics and CRM reports to track as accurately as possible. As mentioned, Google is working on new ways to track results in an effort to minimise the impact of iOS changes. Google offers great options as it can play both the leading and supporting role in marketing efforts. Oh, and if you’re running Universal App Campaigns, definitely upgrade to the latest version of Analytics for Firebase. The good news, and we’ll say it again, is that Google remains mostly untouched by the iOS updates.

Marketers and advertisers should also consider the following changes outside of Facebook and Google:

  • Collect first party data. Please. If these changes have shown us anything, it’s that first party data wins. Optimise your prospecting campaigns to collect emails and build a database. You can then use this however you wish! Upload to Facebook for retargeting or lookalike audience creation. Use your CRM and creative email marketing campaigns to re-engage users.
  • Collect accurate conversions data in your CRM, CMS, and Google Analytics. You will need to cross-check these numbers with your paid advertising campaigns to report accurately and make informed decisions regarding optimisation.
  • Diversify your marketing mix. Brands that rely almost entirely on platform-to-website Facebook and Instagram campaigns to drive conversions will need to reconsider this decision and diversify their digital channels.

For more information on what you can do to combat these ever-evolving changes to your Facebook ads, take a look at our iOS14 Guide.

As the digital marketing world evolves, users are becoming more aware of how closely they are being watched and organisations are responding in kind, attempting to find a balance between helping advertisers and protecting users.

Facebook and Google advertising just got tougher

Do you need help navigating iOS14.5 updates?

Get in touch

How Customers are Changing Post COVID-19

Kailey Reinhart
. 13 Jul 2021 . 3 mins read

COVID-19 has been the source of a hundred different changes in the way we live but one of the biggest areas impacted has to be how we consume. From groceries and takeout to clothes shopping and home decor, our shopping habits and expectations have greatly changed as the pandemic has changed the way we live.

We explore some of the key changes in consumer behaviour in this article.

The internet is where the customers are

In the past, your digital presence was just a bonus to your brick and mortar store or restaurant, now it is one of the first impressions a customer has of your brand! Whether it’s a website or your social media, customers expect to find you online, and with lockdown keeping us all inside, users are also looking to do everything they can do in your store, on the internet. In fact, McKinsey found that food and household categories saw an average of over 30 percent growth in online customer base across countries during the pandemic, with consumers expecting to be able to complete the entire shopping process online.

Convenience in shopping, shipping, and returning

This laser focus with an online experience that matches (or even improves) a physical shopping experience means consumers are also expecting a certain level of convenience. From free shipping when you hit a certain threshold and buy-now-pay-later services, to quick and easy returns process and fast and helpful customer service, today’s online shopping is built on making it as easy as possible for the user, without ever leaving home (particularly when you have no choice in the matter).

A focus on supporting local

The idea of #supportlocal has seen a huge wave of support throughout the pandemic. This has been influenced partly by the push to help locals who may be doing it tough due to the pandemic, as well as the cost and long waiting times in receiving packages from overseas. A recent survey found 82 per cent of consumers say they would spend more to support local businesses since the pandemic began.

Clear product photography

Without the ability to easily enter a physical store and many people shying away from them altogether following lockdowns, your customers want product photography that gives them enough detail to make an informed decision. This means clear, high quality imagery, close up shots, and lots of angles. Consumers also expect to see a bunch of product-in-action images on social and not just flatlays. Some stores also use videos to give 360 views and show the movement of the product.

Do you have an app for that?

While not essential for every industry, we are now on our mobile devices so often (56% of global traffic is via mobile!) that having an app for your store could see your success or failure. At a minimum, a mobile responsive site is crucial, but if you own a restaurant, or sell food or consumables, many are either trying to find you on an app that provides food delivery, or are looking for your own app to order from.

Today’s consumer was already moving towards the digital world but the pandemic has seen this gradual change catapulted forward. Is your digital presence up to scratch? Let us know if you need help!

Your customers are changing.

Does your business need to change with them?

Get in touch
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