Online Marketing - Nederland

Wat is de beste tijd om te posten op Instagram, Facebook, Twitter, Pinterest, YouTube en LinkedIn? Hoewel timing slechts één factor is in het succes van social media posts, blijft dit een vraag die marketeers en social media managers bezighoudt.

 

Advies van Coosto blijft hetzelfde als vorig jaar: blijf testen en ervaar zelf welke tijden en dagen jou veel views, clicks en comments opleveren. Om je daarvoor een startpunt te kunnen geven, hebben we ook dit jaar geanalyseerd welke tijden over de hele linie de meeste engagement opleveren.

GfK bracht in kaart hoe ons digitale gedrag er in coronajaar 2020 uitzag:

 

YouTube behoudt koppositie;

Facebook minder populair onder jongeren;

Amazon groeit, Bol.com blijft de nummer 1;

De race tussen NOS, AD en NU.nl;

Spotify veruit grootste online muziekdienst;

Fitness- en sportdiensten in trek;

Online smartphonegebruik hoogst onder jongeren.

 

More than 400 million people use Pinterest to find tomorrow’s ideas. It’s a place to look forward. That means we know what's going to be big in the future, even when it seems really small in the present.

 

In fact, 8 out of 10 of Pinterest’s predictions for 2020 came true—despite it being the least predictable year in history.

1. Voice-innovatie wordt mainstream;
2. Snelle groei voor early adopters;
3. Verschuiving naar on demand;
4. Je eigen uitgever zijn;
5. Go niche, go big or go home;
6. Met je podcast ben je onafhankelijk;
7. Meer diepgang & volledige aandacht;
8. Verdienmodel koppelen;
9. Authentieke manier van communiceren;
10. Ontwikkelen door 'te doen'...

1. Google can’t watch videos, but it can crawl captions;

2. Video captions drive more social engagement;

3. A lot of people don’t (or can’t) turn on video sound;

4. Captions boost comprehension, memory, and attention;

5. Captions make videos more inclusive and accessible;

6. Most of your viewers likely live outside of your country of origin.

1. Analytics verkeerd installeren;

2. Bij een nieuwe website ook maar gelijk een nieuwe Analytics-code live zetten;

3. Werken met maar één weergave;

4. De interne zoekfunctie op de website niet doormeten;

5. Als webshop vergeten de betaalproviders uit te sluiten;

6. Niet nadenken over de standaard kanaalgroeperingen;

7. Geen doelen instellen;

8. Geen UTM-tags gebruiken.

Enable Web Stories in Google Search

A Web Story is a visual storytelling format in Google Search results that immerses the user in a tap-through full-screen experience. Web Stories can also appear in Google Images, Discover, and the Google app. This guide explains how Web Stories appear on Google, and how to enable a Web Story on Google.

Key takeaways from Top Dollar's findings was that the most popular YouTuber in the United States is a six-year-old Russian-American girl named Anastasia Radzinskaya, who is estimated to earn $7.7 million a month from her videos.

 

Swedish gamer PewDiePie aka Felix Kjellberg has the most overall subscribers on the video platform, netting a mind-boggling 105 million total subs, earning him approximately $1.16 million a month.

Net zoals de vorm van de Nationale E-mail Benchmark gewijzigd is, is ons artikel dit jaar ook in een andere vorm. Waar we voorheen op zoek gingen naar mogelijke verklaringen voor trends en cijfers, lichten we dit jaar drie branches uit en bespreken we hun resultaten.

 

Er is gekozen voor de volgende 3 branches:

1. Media & Publishing
2. Onderwijs & Educatie
3. Bank- & Verzekeringswezen

Een aantal feiten over dit succesvolle platform:

 

1. Meer dan 300 miljoen mensen wereldwijd maken iedere maand gebruik van Pinterest;

 

2. 83% van de wekelijkse pinners wereldwijd heeft een aankoop gedaan op basis van content die ze van merken op Pinterest hebben gezien;

3. In Nederland maken ruim 700.000 mensen er dagelijks gebruik van.

1. Design and UX
A. Optimize your home page

B. Simplify your product categories

 

2. Understand and fix server site errors

A. Error 404 is helpful

 

3. Improve the shopping experience
A. Setup structure so visitors can easily find products

 

4. Tweak and test your ecommerce checkout process

A. Offer a variety of ways to buy wisely

B. Do not follow the logic of “the more, the better”

C. Structure your payment methods

D. Don’t scare the client with terminology

E. Do not pass on your work to the customer

F. Do not overload the payment page with unnecessary links

G. Let customers checkout as guests

Trend 1: Aandacht voor het gehele ecosysteem;

Trend 2: Een soepele, gepersonaliseerde klantreis;

Trend 3: De fysieke winkel als experiment;

Trend 4: De fysieke winkel als menselijk interactiepunt;

Trend 5: De fysieke winkel om producten te ervaren;

Trend 6: Snelle levering;

Trend 7: Grensoverschrijdende levering;

Trend 8: Nieuwe sectoren verkennen;

Trend 9: Gemakkelijk retourneren;

Trend 10: Een onderscheidend merkverhaal...

 

1. Een stijgende trend van mobiele gebruikers;

2. Tooling;

3. Personalisatie;

4. DMP’s en hun rol bij conversie-optimalisatie;

5. Implementatie zonder validatie;

6. ACM-leidraad bescherming van de online consument...

What Personas Should Contain:

 

• The information your team (or client) needs to effectively do their job
• Details about that information’s source and accuracy
• Enough breadth to represent the range of individuals covered by the persona
• Segmentation of those personas only when there’s a relevant need to target, build-for, or market-to individuals in those groups differently

Nowhere else is the phrase “you get what you pay for” more applicable than in digital marketing.

 

If you are buying large numbers of low-cost ad impressions from programmatic channels, you’re likely getting ripped off instead of doing digital marketing.

 

Run your own experiments — give your digital ad spending a “time out.”

2020 has transformed the retail & marketing landscape towards relationship commerce and local retail. Explore the key drivers for 2021 and beyond:

 

• Ecommerce is getting obsolete as the lines between online and offline get blurrier;
• Biometrics is gaining ground as an independent payment option;
• Humans are natural at speaking, as opposed to typing. And in a ‘back to basics’ scenario, voice proves to be the future of search;
• Brands can no longer afford to be neutral about social issues, not as long as they seek loyalty, authenticity from customers;
• The growing trend of subscription retail serves both ends well: sellers can optimize their supply chains, and buyers can enjoy a better shopping experience.

• Due to the rise of online shopping and the amount of time people spend on social media, social media impacts consumer buying decisions;
• Consumers who are influenced by social media are four times more likely to spend more on purchases;
• There are four ways in which social media has a direct influence on purchase decisions;
• Social media and online shopping shortened the customer journey;
• Social media amplified the impact of social proof or word-of-mouth;
• Social media influencer marketing is one of the most effective ways to reach your audience;
• Stories and ephemeral content are a new way to connect to your audience;
• Every social media platform is different and can be useful for different goals.

The good news is that the relevance of email marketing has shot through and remained at the roof with more people staying home since the outset of the pandemic.

 

The 2020 predictions for email marketing have become more relevant than imagined:

 

1. High-quality emails versus high volume of emails;

2. More personalized and optimized emails;

3. Whitelisting your emails out of the spam box;

4. Use of predictive email marketing.

Proper optimization is about comprehensive basics, not the “secret tricks”. The most important basic tactic to get right is keyword targeting.

 

Step 1. Deciding on the funnel stages;

Step 2. Forming intent-based keyword groups;

Step 3. Determining true business potential;

Step 4. Identifying best-matching content types;

Step 5. Mapping keywords to content.

So what is visual commerce?

 

There are three fundamental steps of visualization in the commerce process:

 

1. Product visualization—seeing the product;
2. Visual configuration—changing options, and;
3. Augmented reality—looking at the product in your driveway, living room or with a matching pair of shoes

Emojis are small visual representations of an object or a concept. They first started popping up in text messages, but it wasn’t long until they evolved into a set of mainstream and highly recognizable pictographs used across almost every digital channel, including email.

 

Our Nielsen research shows that emojis in subject lines increase negative sentiment toward an email and do not increase the likelihood of an email being opened.

S. Inactivity Management;
T. Animated Gifs & CSS Animation;
U. Email Personalization;
V. Modular Email Architectures;
W. Email Segmentation;
X. Legal Compliance with CCPA, GDPR, Etc.;
Y. Responsive Email Design;
Z. Automated or Triggered Emails...

1. Let data analysis lead your strategy;

2. Make your communication more private;

3. Take up more social responsibility;

4. Focus less on vanity metrics;

5. Try TikTok...

What it is.

TikTok is a rapidly growing video-sharing app that launched in 2017 by Chinese tech company ByteDance. In October 2018, TikTok was the most downloaded app in the U.S. and reached a record 1.5 billion downloads globally at the end of 2019.

 

How it’s used.

Users create and post short, looping videos set to TikTok’s massive library of music and sound bites – often with humor or talent as the focal point. TikTok isn’t necessarily the place for serious life updates or connecting with friends. Instead, users rely on TikTok for entertainment and follow creators with quality content. Common TikTok videos include choreographed dances, lip-syncing, hashtag challenges, reaction videos, and cringe-worthy content.

 

Audience.

The app has rapidly become a Gen-Z favorite, with 42% of users between ages 13-16 actively using the app. Users create and post short, looping videos set to TikTok’s massive library of music and sound bites – often with humor or talent as the focal point.

 

  1. Voice search;

  2. Customer experience;

  3. Hyper-personalization;

  4. Artificial intelligence (AI);

  5. Live video;

  6. Brand integrity;

  7. Shoppable content;

  8. Content marketing (still) converts;

  9. Predictive analytics;

10. Privacy and data protection.