So what are some of the things you hope to take away from here when you leave tomorrow? I really want to see how my our competitors and our peers are really pushing in the mobile space. We do a lot in terms of optimizing for mobile, depending on who’s viewing and and what the desktop versus mobile exchange is, but also in terms of content.
We like to preview all our content in the mobile environment as well, so demographics and psychographics decide which social platform do you enjoy the most when it comes to running mobile article. I think Facebook and Instagram are the most interesting it right now and we spend the most money on Facebook, mostly because we’re trying to crack that code of how to keep our users interested so beyond.
You can really easily see through the tools that they provide when the drop-off point is and a lot of times it’s around a three-second mark. So it’s a big challenge to make sure that we make content and limping enough and are serving it to the right people or it’s engaging enough for them to stay to actually read. How are you using data to be more and more relevant to the customer experience? If you serve people the right content at the right time, when they’re most receptive to it, they’re more likely to engage with your content, so this initiative at Nathalie is called personalized consumer experiences or PPE.
Really, it means understanding who your consumer is and creating something that they want to engage with. So, for example, if I segment my consumers – and I know that I I’m going to reach moms of children this age and they usually check their email or they go on Facebook at this time in the morning. That’S when I’m going to serve them an ad, maybe they’re, creating their shopping lists at the time for the day.
That’S when you serve them an ad instead of later in the day when they’re, tired or what better go on for entertainment versus actually thinking about what they want to do. How do you sort through click-through rates engagement rates, article views because of some degree they’re all important, but how do you look at all that data to prove effectiveness before the campaign goes live? We want to define what the objective is and what the appropriate KPIs are.
So, for example, if we want to hit on awareness as a larger KPI and we’re using article for awareness, we are looking at article completion where and we’re looking at how many impressions are served so CPM. If we want to go further down the funnel – and we want to do conversions, then we’re looking at click-through and seeing if they’re, following through on the link. So it really depends on what the objective of the campaign is and what your medium is, that you’re serving.
If it’s static for some article versus whatever it might be a gift, well, speaking of gifts, are you would types of creative? Are you finding to be the most effective? Obviously it’s based upon the particular objective, but let’s say with awareness: are you finding long-form article or gifs or images to be the most effective, we’re finding that long-form article, especially in social environments, isn’t as effective? We see so much drop-off and why are you putting 30 seconds of article content out there if people are only reading 80 right, so we’re playing with much shorter form? Facebook tells us the article should, oh, maybe as long as it takes health story, preferably under 15 seconds right.
So that’s what we’re shooting for and then we’re also playing with. Maybe we have better luck with just having a gift and really strong intro copy to make sure that we’re getting the point across and getting this call to action across. How much are you using influencers to actually create content for brands that are more millennial focused? I would say we use influencers a little bit more, I’m so.
Sweet arts is an example. They use Troye Sivan last year for their sweet chart campaign and dujour now has used. I think you’ve probably seen the ads influencers before as well. So not only are we using them to promote from our blogs, but these influencers are also promoting from their own blogs and we’re whitelisting them as well, and we try and make sure that it’s believable right, we don’t want to just choose an influencer.
For the sake of to dream and to answer like we don’t want to choose somebody who just rotates products and goes to the competitor right away. We want to make sure that it’s somebody that genuinely has an attachment for the product and the Android brand and then can really through word-of-mouth potential and through their influence, really convince their consumers that hey this might be cool for us to try as well.
What gets you up in the morning were you most excited about when you’re going to your work, seeing the success of a campaign and then not even if they just campaign just a media push we tried out to just focus campaigns now in the digital space we Want to be always on on top of mine with our consumers, so I think anytime. We see something or try something new that actually moves. The needle is really excited well.
Thank you very much. Rocky really appreciate.
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