Each month, we keep you updated on what’s been going on in the world of digital marketing by sharing our roundup of some of the digital marketing stories that caught our eye from the month. Here’s what’s been happening in March and what it means for your small business…
In-app checkout coming to Instagram
Instagram is rolling out a feature that will allow users to buy things they like the look of on brand accounts without ever leaving the Instagram app. An in-app checkout feature has so far only been introduced for a select few bigger brands over in the US, but it’s anticipated that it will be available to more and more companies in the coming months. If your business uses Instagram to help boost sales, it’s a feature you’ll want to keep an eye out for as and when it’s rolled out more widely, as it will make it even easier for consumers to buy from you. If you’re not yet on Instagram, take a look at this article to figure out whether it’s worthwhile for your business.
Get more detailed insights into Facebook ad performance
Facebook is making some changes to how it measures the performance of your ads, replacing its ‘relevance score’ with three new metrics in April. As of 30 April, you’ll see quality ranking, engagement rate ranking and conversion rate ranking, scores that measure your ads’ performance by comparing them with other ads competing for the same audience. Facebook is also replacing a few other metrics by aggregating them to form some new ones, which you can find out more about here. As Marketing Land comments, “Facebook’s relevance metric updates should offer advertisers more nuanced insights into predicted performance and where to focus optimization efforts.”
Learn how to take advantage of a social media outage
There was a major Facebook outage earlier this month – the longest since the platform was founded – which also affected its other apps, namely Instagram and WhatsApp. Given how important Facebook is for many businesses, if it happens again, is there anything you can do other than twiddle your thumbs or tweet about it while you wait for it to come back online? Marketing Land thinks so, and it’s been looking at what marketers can do next time a major social network goes down.
Firstly, they suggest, take a look at sites such as downforeveryoneorjustme.com to check whether everyone is experiencing the same blackout. Then try heading to your account on another social media channel to show that you’re aware of the problem, perhaps doing so in a humorous way. Importantly, if you’re running Facebook ads then try to pause them – and if you can’t, take a screenshot showing yourself trying to do so. That way, you can apply to Facebook for ad credit. Read the rest of the article for lots more handy tips.
Could your business get more benefit from GDPR compliance?
Finally, new research published by Cisco suggests that the benefits of being GDPR-compliant go beyond simply staying on the right side of the law. Making sure your business stays in line with data protection regulations brought in last May could make your business more attractive to investors, according to the Cisco research as reported here. Not only that, but among other things GDPR-compliant businesses were found to be typically more efficient and enjoy greater competitive advantage. They were also in a better position to innovate due to having the right data protection controls in place. Find out more about making sure your business is GDPR-compliant in our previous article on the subject, here.