As someone who does Facebook Ads on their platform, it has been constantly changing.https://www.facebook.com/policies/ads/#, I am sure that Facebook will continue to change its Ads platform as new regulations are prompted from regulations and past or future lawsuits. Facebook had been sued over misuse of the facial recognition (https://thehill.com/policy/485168-facebook-sues-company-over-improperly-harvested-user-data)
and has been sued for being discrimination (https://www.reuters.com/article/us-facebook-lawsuit-bias/facebook-sued-for-age-gender-bias-in-financial-services-ads-idUSKBN1XA2G8). These new regulations and lawsuits require Facebook to delete specific characteristics that used to make Facebook targeting easier such as if your ideal customer was a single woman in their 30s in the richest zip codes, Facebook would allow you to target these customers. Due to the lawsuits, a marketer is now unable to target these specifications. The marketer now needs to dig deeper into Facebook’s demographics such as likes or interests. Keeping on top of the trends is key to being a top marketer and keeping your clients on the edge of the latest trends.
When using Facebook Ads, you now have to incorporate video because pictures doesn’t give you the engagement that your business needs. Video length ranges from three to five seconds because the average attention span of the audience on Facebook, YouTube, Twitter, or Instagram should be less than 90 seconds, but needs to be entertaining otherwise the user will continue scrolling after eight seconds. https://go.yumyumvideos.com/blog/the-8-second-barrier-why-is-it-so-important-for-animated-marketing-videos. While in the year 2000, the average attention span was 12 seconds, in 2015 it was 8.25. This goes to show that the attention span is only getting shorter. This just means that you need to hook the audience within the first 8 seconds otherwise you lose and your competitor who creates a better video will get the sale. Engaging and enticing are the key points to your video ad.
While many companies have programmed chatbots from companies like ManyChat, Facebook has discouraged companies from bombarding customers with messages. Before, you could engage with your audience in real-time allow your audience to feel like they were getting the answers at their convenience at their time rather than when business hours. ManyChat has allowed businesses to engage with their audience at their time. The well written chatbots makes the customer feel like they are talking to a real person.
Facebook isn’t the only platform that allows websites to sell their products that are usually drop shipped from places like AliExpress.com. Amazon has allowed these companies to have their products drop shipped as well. If the company wants to allow for Prime, the company orders their product from China, then ships it to one of Amazon’s warehouses for them to keep stock allowing Amazon to control how much of that product is allowed. It uses algorithms to help decide how much room is available and how much time it would take to get rid of the product in the warehouse. This is why you see sold by Amazon or that its sold by a different company.
From my point of view, this can be great because you don’t have to find a reputable seller on aliexpress.com looking at the five star rating and the different reviews available and allows you to get the product that much faster versus having to wait thirty or more days to receive the product. But, you may or may not know that you are getting ripped off. The person upsells the product anywhere from 50% to 1000% depending on the demand for the product. I have found products that I really liked that were advertised to me for $19.99 only to find out that they were $2.99 on Aliexpress.com. Good for me knowing about this website, bad for the company trying to see the product to me.
While companies are trying to grab your attention on social media platforms, they are also trying to make sure you the customer has a good experience on your website. A good experience requires easy navigation and professional pictures and great customer service through email or chat. https://hbr.org/2015/11/what-a-great-digital-customer-experience-actually-looks-like. The chat feature is great if the customer is able to talk to a real person. Automation is great, but its very limited to the human touch. Sometimes automation doesn’t solve all the problems. Most of the time customers want to talk to humans, not a bot going through the what if statements written in the code.
Podcasts are getting more attention because people are more on the go. There are more universal apps for Android to listen to podcasts other than just on Apple devices. Podcasts are also getting more attention because Bluetooth allows headphones to be wireless. These wireless headphones allow the population to be plugged in for long periods of time especially if you have apple pods which makes your headphones nearly invisible. If you have hoody on or have long hair, one person might never notice it. I know there were times when I would think people were saying hello to me but actually speaking to someone on the phone through their headphones. I never even noticed it.
The year 2020 is going to be where the bots get smarter, the marketers get more clever with their targeting and re-targeting with Facebook demographics, and Google is going to get smarter with helping business getting leads through their service and more people are going to watch video without sound and finally more customers are going to be listening to podcasts. To continue to generate content and create great conversions, the digital marketer must be on top of the technology otherwise they will get lost in the digital world without even realizing it.