HR

Social Media as a Tool

to Test Your Vision,

Product or Idea

Social media, a generational phenomenon. You may love it or hate it, however, the fact that marketing

on social media is an essential part of the marketing strategy of any modern company is undeniable.

The trend of social media marketing is bound to gain even more popularity, and that is why it is

important to suppress any personal qualms, look at the data and adapt your business to it.

Today we will talk about how social media marketing

campaigns can be used to quickly test your

hypotheses, products, thoughts and visions. These

campaigns, along with campaigns in the broader

digital sphere, offer you an effective way of targeting

and addressing specific groups of users.

At DIGITAAL, we make use of so-called AB testing

for our clients on the daily. It is not rocket science,

however, it is a very fast and effective method of

increasing the efficiency of your marketing campaigns

by hundreds of percent in a short time.

AB testing is based on mutually comparing two (or

more) different variables. Before launching any

campaign, we first AB test our target audience.

After consulting with our client, we set up the first

campaign so that its target audience matches their

expectations and experience. Then we create

a second campaign that is set up according to our

principles and experience. The content of these two

campaigns needs to be the same however, otherwise

it would be impossible to compare their results, as we

can only test one variable at a time.

At this point, we are testing the validity of our

assumptions. Our client’s assumption regarding

the behavior of their customers and our own

preconceptions. After a couple days, however,

we gain access to solid data, which is then

used to direct the steps that follow. The same

advertisement presented to contrasting audiences

will most likely generate different results. At

DIGITAAL, we keep a close eye on a large variety

of indicators that help us evaluate the success

of a marketing campaign. We then work to

place these numbers into the context of online

user behavior. In other words, this is not solely

a numbers game, it is not about which audience

generates the highest number of likes, or website

visits. People may click the advertisement to visit

your website, however, they might only spend

a couple seconds on the site before leaving, or

simply browse without taking desired actions.

A couple days later, and this may genuinely be in under

one or two weeks, we can evaluate the effectiveness

of the two individual campaigns we set up earlier,

eliminate the weaker one, while strengthening

the one that is more effective. Alternatively, we can

then move to create another AB test campaign in

order to test yet another target audience. This process

repeats until we reach a conclusion as to which target

audience produces the best results and interacts with

the campaign in the most desirable way.

After this, we move on to creative AB testing. Once

we have found the most suitable group of users

as a target audience, we test the effectiveness

of variations on advertisement content. We test

variations that might include different photos, videos

vs. photos, animations vs. a static banner, plain images

vs. ones with text, and so on. In this way, we begin to

AB test what content is most effective in producing

the desired outcome.

This is how AB testing works in a nutshell. It allows

you to quickly test how your specific target audience

reacts to claim #1 as opposed to claim #2. Whether the

people prefer your title photo, or the one proposed

by your editor-in-chief, or even if your product is more

attractive to people younger than 24, or to ones in

the 25-34 age group.

This is one method that we at DIGITAAL use to

improve the efficiency of the marketing campaigns

of our clientele, which currently includes companies

operating in the fields of engineering, aerospace,

logistics or technologies, for example. Perhaps we

could try this approach at your company as well, what

do you say?

Text a foto:

DIGITAAL.CZ

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