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