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?
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