Marketing Strategy - Mason Interactive

What KPIs determine the success of a holiday marketing campaign? The obvious answer is, “revenue ”. But, revenue is just one of the key metrics eCommerce brands should monitor during Black Friday, Cyber Monday, and the entire holiday season.

Before you tap into the joy of the season, make sure you’re tracking these eight holiday marketing KPIs.

The Modern Shopping Journey Can Start and End Anywhere

First, let’s take a look at the journey your customers have with your brand. Typically, the journey is broken down into awareness, consideration, and purchase. To measure campaign success, marketers use KPIs that focus on those three stages. The modern shopping journey, however, involves multiple touch points, online and offline, with thousands of unique paths to purchase. And so measurement becomes more complex.

Understand the shopping journey before setting up your KPIs for holiday marketing — *Limitless touchpoints connect the customer via multiple devices, all blazing ads in hundreds of formats.*

Investigate the common journeys customers take to complete a purchase, or abandon a shopping cart. Use the information to fine-tune your campaigns and allocate budget. The holiday season is an optimal time to gather valuable data because volumes are larger than normal.

1. ROI – Return on Investment

Return on investment (ROI) is the single most important metric to track, year-round. By calculating ROI you’ll know how much revenue your marketing efforts have generated in comparison to the money spent. Aim for a marketing ROI that generates positive results to succeed this holiday season.

Whether measured holistically or on a campaign-basis, use ROI to justify marketing spend, analyze campaign success, and secure budget for future campaigns. (Top tip: high ROI = happy boss )

Return on Investment is one of the most important holiday marketing KPIs

2. ROAS – Return on Advertising Spend

Return on advertising spend (ROAS) measures performance of an advertising campaign and helps you determine which strategies work well and which need a tweak. Whereas ROI considers all associated costs, ROAS only counts advertising spend.

What is a good ROAS, you may ask. A “good” ROAS depends on several factors like your margins and the industry you’re in. As a rule of thumb, anything above 2X ROAS is considered healthy. Don’t forget, CPCs and CPMs tend to increase during the holiday season, so you might not be able to hit the same ROAS goal you did earlier in the year.

When working with a trusted digital marketing partner, you can rest assured that your campaigns are optimized to maximize ROAS at every stage of the funnel.

Use ROAS to measure efficiency of your holiday marketing efforts

3. CTR – Click-Through Rate

The end-game of every holiday marketing effort is sales. And to generate sales, you need to encourage users to interact. A click-through rate (CTR) tells you how many of the users who have seen your ad, email, or social post have clicked on your content. A high CTR means you’ve successfully reached the right audience with the right message.

If your CTR is low, act, quick! Take a deeper look at the campaign. Is the copy and creative relevant and engaging? Is the call-to-action (CTA) clear and visible? Are you reaching the right audience? Are there certain geographic areas that aren’t converting?

Click-through rate is an essential holiday marketing KPIs

4. Conversions

Now that a user has interacted with your content, you want them to take action on your website. For eCommerce retailers, the desired action that’s counted as a conversion could be completing a purchase or adding an item to a cart.

If your ad gets 5,000 clicks but no conversions, something is wrong. Tracking conversions and conversion rate (CR) helps make the necessary changes to increase your ROI. Perhaps your content isn’t relevant, or you’re targeting the wrong audience.

Pro tip: Look at the conversion rates by channel in Google Analytics to understand which channel is converting most traffic.

5. CPA – Cost Per Acquisition

Hooray, your holiday marketing tactics paid off and generated sales. Now, take a few steps back and track the customer journey. Calculate the cost per acquisition (CPA) to understand the overall costs for turning a browser into a customer.

Break down the costs by platform and by channel to recognize how successful and effective each activity is. From there, you’ll be able to reallocate budgets and spend accordingly to achieve lower CPA.

Understanding cost per acquisition helps you analyze holiday marketing campaigns

6. AOV – Average Order Value

You’re getting a high volume of traffic to your website. Conversions are up but revenue remains flat. The first KPI to investigate is the average order value (AOV). AOV measures the average amount a customer spends per order on your eCommerce site. It’s one of the most important metrics when deciding on advertising spend, forecasts, and product pricing.

Bear in mind, holiday discounts can bring AOV down. It’s always a good idea to compare your AOV from previous holiday seasons instead of focusing on past months. Strategically increase AOV (and revenue) through bundle promotions that encourage shoppers buy more. Or, set a minimum spend for free delivery.

Calculate average order value to reveal how much revenue your holiday marketing efforts generated

7. Traffic

If available, use historical data from Google Analytics to analyze performance from previous holiday seasons. The Channels report gives you a breakdown of the channels that direct visitors to your website. Focus on the number of visitors, conversion rates, and revenue, to identify most effective channels.

Allocate more budget for the highest performing channels this holiday season. Give extra attention to the channels that didn’t do so well last year or consider removing them from your marketing mix altogether.

Pro tip: View Google Analytics for peak shopping days from previous years to plan promotions and inventory.

8. Impressions and Reach

Impressions and reach are your primary KPIs when the goal is to increase awareness, or to reach a number of people. Both metrics measure top of the funnel activity and customers’ first touchpoint with your brand.

Impressions count the number of times your content, paid or organic, has been displayed. Reach, however, determines the number of individual users exposed to your content. So, a single person who has seen your content three times, would count as three impressions but a reach of one.

For holiday marketing success, you’ll want to create a full-funnel acquisition plan and incorporate brand awareness campaigns with engagement and conversions. Be mindful that a high number of impressions or reach doesn’t necessarily translate to sales. Always keep an eye on the quality of the audience.

‘Tis the Season to Use Holiday Marketing KPIs!

Use these essential metrics to effectively track and optimize your Black Friday, Cyber Monday, and holiday sales strategy. Align the holiday marketing KPIS to your goals and measure them regularly to maximize performance.

If you want to learn more about setting your goals and tracking KPIs, talk to our digital experts today.

Recently, Mason Interactive hosted a webinar in partnership with Facebook to explore branded content best practices. This virtual event was hosted by Karly Surman, Partner Manager at Facebook, and Shannon Gallaher, Director of Creative at Mason Interactive. We wanted to make sure you got the highlights of everything Karly and Shannon covered, so we put together a summary.

What is Branded Content?

Facebook connects users to brands and culture in new ways. Facebook’s branded content tools combine the art of creator voices with the science of targeting, ads and paid media, testing and measuring.

Karly summed up, “Branded content is really about creating content that can spark both an emotional response in a user but then also an engaging response.” Branded content also provides value for the user.

Across its family of apps and services, which include Facebook, Instagram, Messenger, and WhatsApp, Facebook connects 3.2 billion people per month. Branded content is one of the many ways brands can connect with these people. Users can discover products and brands through the authentic voice of creators who they already like and trust.

Facebook Branded Content combines art and science

Benefits of Branded Content

Branded content can translate to all sorts of products and industries. It works for different parts of the marketing funnel and divergent goals, whether a brand wants to increase brand awareness, increase traffic, drive leads and sales, and/or other goals.

Karly says, “In terms of all the different types of advertising that we have available, branded content is really one of the richest forms that we have.”

Why? It comes down to the benefits of this form of advertising, which include:

Reaching consumers through people they trust
Finding an emotional connection and positive sentiment
Connecting a brand organically to trends and movements

Facebook branded content tools help brands have more impact in these areas than they have on their own. A whopping 81 percent of consumers have purchased a product based on a post they saw on Facebook or Instagram. This shows the impact social media content can have on engagement. Facebook makes it easy for users to engage with the post in some way, whether it’s to like it, follow the brand, click a link or purchase a product.

Branded Content Creative Ecosystem

When launching branded content campaigns, you’ll want to focus on these three steps:

1. Creation

Develop strategic and timely marketing and find the right creator match

2. Amplification

Leverage the creator’s audience and your brand target to reach and connect with the right audience

3. Measurement

Use Facebook and Instagram tools to measure the impact of branded content and to guide further creation

Select Right Ad Formats

Ways to use branded content ads on Facebook and Instagram include:

Mixing both branded content and brand ads in a strategy together is 97 percent more likely to result in cost-effective action intent compared to just using brand ads and 91 percent more likely than just using branded content
Using branded content ads from existing posts helps brands reach a larger audience with an organic post through Ads Manager
Adding stories interactivity like @mentions, hashtags, location or polling stickers gives more options for branded content ads on Instagram

Create and Measure on Brand Collabs Manager

Karly explains that the simplest form of branded content is “an organic post the creator made that has been turned into an ad through a sponsorship with a brand.” Facebook makes creating and managing branded content campaigns easy with a variety of tools and ad formats:

Branded Content tags
Branded Content ads with Product Tags on Instagram
Branded Content ads
Branded Content ads with Placement Asset Customization

Leverage the Brand Collabs Manager to find content partners, manage campaigns, and measure results all in one place.

Creative best practices for branded content

Focus on the Content

“The heart and soul of the ads” are about the content itself, explains Karly. A great post is 67% more predictive of positive brand sentiment than a likeable creator. Some best practices for creating engaging content include:

Focus on quality content
Show the brand early
Show the product
Focus the content on the brand
Find the right creator fit
Design content to be clear with no sound
Use continuous stories

For more info and support on using branded content to gain results, contact us for a personalized consultation.

Facebook. Google. Instagram. TikTok. Roku. Netflix. The options are endless when it comes to digital advertising. Regardless of the products you sell, your audience is likely using at least one (if not all!) of the digital platforms. Mason’s Director of Media, Adrian Padron, shares his paid media tips for emerging D2C brands.

Define Your Superpower

“When running advertising campaigns, you need to consider the entire ecosystem, not just the advertising aspect of it”, Adrian said, “Advertising is one piece of the puzzle amongst UX, content, PR, goal tracking/measurement, partnerships, CRO, creative, and targeting strategies. When all the pieces work well, your advertising campaigns will be more successful.“

Let’s dive deeper into the puzzle theory. It all begins with your brand and the story you want to tell to your audience. Think of your brand voice, value proposition, positioning. Ask yourself: What is your superpower? What differentiates you from others? Essentially, advertising takes that message and connects it back to the right audience, at the right time, with the right intent.

Marketing tip for D2C brands - know your super power

Once your advertising campaigns have done their magic and brought new potential customers to your website, we start looking at UX, email flow, customer service, and so on. Is your website optimized for a seamless shopping experience? Have you set an email series to re-engage cart abandonments? Is your customer service ready to answer customers’ questions? All those pieces have to be figured out before your advertising can deliver desired results (= drive sales).

Know Your Advertising Goals

The next step towards successful advertising is knowing what you want to achieve. You may want to increase brand awareness, drive sales, or gain more subscribers. “You’d be surprised how many brands don’t have clear goals for their ad campaigns”, Adrian shares, “My recommendation for emerging D2C brands is to set holistic goals that are aligned with the verall business goals. Definite your goals before launching advertising campaigns so that your agency partner can track performance against those goals.”

Own Your Customer Data

Adrian brings up the recent changes to data privacy that impact all advertisers, emerging brands in particular. “Apple’s iOS 14.5 privacy policy changed the way we advertise. And things continue to evolve. Chrome’s cookie ban will be the next drastic change in the advertising industry. Because we have limited access to targeting and third party data, owning your customer data is critical.”

If you’re a startup or recently emerged, you may not have a lot of first party [customer] data yet. Start building your database by harvesting emails and numbers through giveaways, loyalty programs, and website pop up banners. Once in your ecosystem, nurture those leads and keep them engaged with your brand. You’ll need a solid content calendar for your D2C brand that includes email and social media, and is aligned with your promotional calendar. Regular communication builds loyalty.

Emerging D2C Brands can collect customer data through pop up forms — For example, Hella Cocktail collects customer data through pop up forms.

Adrian’s last tip for emerging D2C brands is to take it easy with promotions. “Avoid being too promotionally driven at the beginning, always keep your brand integrity at heart. First time discounts are a great way to give new customers a reason to get in your ecosystem. But they can also attract low-quality users (not potential customers).”

Are you ready to make it big with your paid media campaigns? We’re experts in Facebook, Google, Instagram, Amazon, TikTok, Snapchat, and Pinterest advertising. Contact us today to schedule a free consultation.

What questions do you need to answer to find the right digital marketing agency for your business? After all, you’ll want to have an agency partner you can trust by your side to navigate the ever-expanding marketing landscape. Move forward with confidence in your future marketing partnership by asking these 5 important questions before hiring an agency.

1. Do you want a specialized or a full-service agency?

A specialized agency provides services and solutions for one element of your marketing plan. For example, some agencies only offer SEO services. Other agencies offer creative services or web development services but don’t provide any paid media or optimization solutions. Mason Interactive is a full-service digital marketing agency; so, we provide everything for integrated marketing.

To decide which is best for you, conduct an audit of your digital marketing plan and internal resources to find gaps.

If you have a larger group of marketers in-house, it might be easier to work with a specialized agency to fulfill an individual element of your marketing plan. But, if you have a small marketing team or no marketing team, a full-service agency typically provides bundled services and a streamlined workflow to make your marketing efforts easier.

Another thing to consider is where you are in your marketing process. Do you have a well-designed, high-functioning website? If not, it’s best to start with a web development agency before hiring an advertising or SEO agency whose primary goal will be to drive traffic to your website.

2. Does the agency have experience in your industry?

Some agencies do not specialize in just one vertical market but focus on a horizontal market, providing their unique services to various industries. For example, Mason Interactive offers digital marketing services, but we specialize in the beauty, fashion, CPG, lifestyle, B2B, and higher education verticals.

Ask if the agency has experience in your industry before hiring an agency

The primary benefit of working with an agency specializing in your industry is that they have more experience in your industry’s nuances and tailor services accordingly. They’ll understand the “language” of your business and can provide you with hyper-focused strategic recommendations.

Ask for case studies or a list of clients similar to your business to determine the agency’s experience. Also, pay attention to their client schedules. For example, if your business is primarily eCommerce oriented, find out if the agency can provide you with extra attention around Q3 and Q4 to prepare for holiday sales.

3. Can the agency give you access to new resources, platforms, and vendors?

Agencies are a combination of their people, technology, and partnerships. When looking for the right agency, ask: what does the agency’s tech stack look like? By working with them, do you gain access to analytical and business intelligence tools? Is their tech stack relevant to your business needs? For example, if you are entering a new market for the first time, do they have the technology to help you gain audience insights?

Find out what analytical and businesses intelligence tools the agency has before hiring an agency — Mason Interactive uses Datorama to share analytics with clients in real time.

High-performance agencies usually partner with companies like Google or Facebook to leverage exclusive data and engagements that give you a competitive edge. The agencies with the most exclusive Facebook and Google Partnerships fall within the top 3-5% of agencies meeting education and performance requirements. Looking for partnerships like these speaks to the credibility and reputation of your potential partner.

4. Does the agency have the right team for you?

There is a sweet spot in terms of team size when choosing the right partner. If the agency is too small, they may not have enough combined experience or time to meet your needs. But, if the agency is too large, it might have many overhead costs and a longer chain of command. A smaller agency can provide more attention to your account and provide a close-knit culture. A big agency, however, has more “hands” for busier seasons and ensures your account always has enough people.

What matters most is the infrastructure of the agency team and the alignment of expectations. For example, Mason Interactive uses a pod structure, so every client is assigned a team pod with a director, two supervisors, and a collection of analysts and specialists.

Before hiring an agency, align on communication and meeting availability early to avoid a breakdown in expectations. Ask how often you’ll meet with your team, the typical response time to emails, and if you’ll have phone access. Communication is the best foundation for a long-term partnership.

5. Does the agency’s sales process provide value?

During the initial communications with the agency, you’ll get insight into how valuable the agency partnership will be for you. Look for signs of transparency and trustworthiness before hiring an agency.

The agency’s sales team is typically your first point of contact, and you should expect to have a few meetings with them before receiving a contract. If the sales team rushes the process before getting to know your unique goals, or promises you a massive ROAS, they might not be the most trustworthy. If it sounds too good to be true, it probably isn’t true.

We’ll share our 3-step sales process as an example of what you should expect:

Discovery – You’ll meet with our team to share more about your business, your needs, desires, and your goals. We’ll share our process and answer your initial questions.
Analysis – We perform a (free) competitive analysis to establish consensus on your digital marketing space and identify priority needs.
Solution – Based on the analysis findings, you’ll get a custom solution. We’ll also share proposed pricing and packages, as well as case studies and example reports.

After we complete all three steps, we provide a statement of work and set up a time to review it to answer any questions.

Finding the right agency partner is vital to success so remember to ask these 5 important questions when hiring a digital marketing agency. Before making your final decision, make sure you know as much as possible about the services, experience, team, partnerships, and processes of your potential agencies. Good luck!

Business owners and marketers are shifting their focus to the biggest sales period of the year: the Holiday season . Each year, the landscape evolves, consumer behavior shifts, new platforms and channels become available when others become stale. We listed five marketing tactics retailers must know to boost Holiday sales in 2021.

2021 Holiday Landscape

Before we dive into the Holiday marketing tactics, let’s look at today’s retail landscape. Holiday sales hit record high in 2020, but are we going to see another record-breaking period this year?

We asked the question from Adrian Padron, Director of Media at Mason Interactive. “The biggest benefit of the 2021 Holiday season is that people will be back with their families. How this will impact sales, is trickier to forecast. Perhaps you bought bigger presents for your family last year because COVID-19 restrictions kept you apart. This year, however, when together with your family, are you going to buy smaller, or even fewer, presents?”

Online shopping grew 32.3% over the 2020 holidays. Now that the restrictions are slowly being lifted, brands invite shoppers back to stores. Adrian is doubtful of shoppers’ desire for in-store experiences. “[In-store shopping] is still somewhat inconvenient to shop in-store because we’re so used to the ease of online shopping“, he says. “I believe the 2021 Holiday season is going to be a continuation of online shopping complemented by curbside pickups and free shipping, with an option to shop in-store. If you have a store, let your customers know about it. But I wouldn’t focus solely on driving foot traffic.”

Reunion of family members can boost 2021 Holiday Sales

5 Marketing Tactics to Boost Holiday Sales in 2021

#1 Diversify Your Communications

Saying the same thing repeatedly may work from an awareness perspective. But if your content calendar is nothing but sales-driven promotions, you’ll soon lose the attention of your audience. Keep your content fresh and diversify your communications to include a healthy mix of:

Founder stories
User generated content (UGC) highlights
Events (in-person or online)
Brand partnerships

“The recipe for long-term success is making your customers feel like they are part of a community. If you want a customer to become more than just a one time purchaser, then you have to diversify your communications”, says Adrian.

#2 Strategize Scarcity

How to break through the noise when Holiday content starts overflowing inboxes and social media feeds from October? Nothing incentivizes us humans more than FOMO and a sense of urgency. In addition to traditional promotions and offers, create scarcity with limited drops. Release a limited “drop” of products or collections, only available in small quantities, and set up “get it before it’s gone” campaigns.

#3 Collect First Party Data

It’s the most magical time of the year… The Holiday season may be magical but it doesn’t mean there’s a magic sales button you can switch on when the season begins. So please, don’t put all your marketing dollars for Holiday campaigns and expect miracles to happen. Instead, start building your customer base months in advance through loyalty programs and email and SMS opt-ins. Nurture those customers months leading up to the holidays so that when the time comes for Holiday shopping, they’re ready to buy your products.

Start collecting first party data early to boost holiday sales.

#4 Create Your Own Sales Events

Holiday shopping can be stressful not only for businesses, but also from the consumer standpoint. Have you ever found yourself buying last-minute presents a week or two before Christmas? If you have, you recognize the mixed feeling of disappointment and panic when you realize everything you wanted to buy is out of stock, or requires a hefty delivery fee to make it on time.

Depending on your revenue goals and plans, consider launching your own sales event before the peak season. It will save your customers (and yourself) from the Holiday shopping stress. Repeat the event annually to train your customers to expect the event to happen.

Launch your own holiday sales event — Creating your own “Prime Day” can boost Holiday sales.

#5 Advertise Smarter During Holidays

The world is slowly reopening and we’re moving away from the stay-at-home lifestyle that was lived through screens – whether on mobile, TV, computer, or tablet. People now spend more time with families and friends, and less time on devices and platforms. What does this mean for advertisers, you may wonder?

Adrian assures it’s not the time to cut your advertising spend: “People may stream less, but they still love their content. If anything, we’ve gotten more hooked on content over the past year. On the flipside, less people on platforms has led to increased advertising costs. With so much uncertainty in the past year, it’s impossible to predict consumer behavior this holiday season. But it’s very likely that CPMs will be more expensive than the 2020 holiday season. The “pay-to-play“ environment makes it harder especially for small businesses to compete on the same scale they did last year.”

With higher advertising costs and limited targeting and measurement capabilities followed by the recent Apple iOS 14.5 update, is it even worth advertising on social media anymore? The simple answer is yes. Advertisers just need to become more strategic, especially during a peak season such as holidays.

In between ice cold drinks in the sun and Sunday strolls on the beach , now is the time to start planning for a successful Holiday season. Implement these 5 marketing tactics to boost Holiday sales, or contact us today to get extra help for the most important sales event of the year.

Email marketing is without a doubt the most effective marketing channel for emerging D2C brands. Now, email has a new sidekick: SMS marketing. By pairing email with SMS, eCommerce marketers have the potential to double the sales figures. We asked Mason’s Director of Email, Brian Poole, to share his insights and SMS marketing tips for emerging D2C brands.

Email + SMS = The Power Duo in D2C Marketing

Is SMS already part of your D2C marketing strategy? It should. “It’s 2021, every eCommerce brand must use SMS marketing to stay relevant. It’s not a matter of whether you should do it – you definitely should – but how to do it”, Brian said, “You’ll be able to leverage SMS more than you think. My advice for emerging brands is to start collecting SMS early. Pop ups and landing pages are good ways to collect mobile numbers. Or, collect them at the checkout.”

Number one marketing tip for emerging D2C brands: start collecting mobile numbers early.

SMS marketing is an extension of email marketing efforts, and it works best when aligned with your email strategy. Essentially, SMS is very similar to email in terms of tracking, segmentation, and scheduling campaigns. There is one significant difference, however. Volume. How many promotional emails do you get to your inbox every day? 10, 50, even more? Would you like to receive the same daily number of text messages directly to your phone? Probably not. Brian recommends sending no more than two text messages per month. Sending messages too frequently, you’ll run a risk of bothering people.

Only Send Worthwhile and Relevant Content

Before hitting the send button, always ask yourself: Is the message worth sending? Am I giving the recipient something worthwhile? Brian shared an important piece of advice, “Use SMS marketing to announce new launches or other exciting events. And, share the announcements on SMS before any other channel. Early access will add exclusivity.”

90% of all text messages are read within 3 minutes of being received.

Consider using text messages also for customer service. SMS is a personal and highly effective channel to have direct conversations with your customers. According to Gigaom, 90% of all text messages are read within 3 minutes of being received, making it a great way to communicate in real time. The same study shows that text messages have an average open rate of 98%, whereas the average open rate for email is 22%.

“SMS marketing is very cost-efficient and has great return on spend. In fact, I’ve never seen anyone spend more than they make with SMS, ” Brian sums up his email and SMS tips for D2C brands, “In addition to new launches, use marketing automation to send SMS shopping cart abandonment reminders and resell to existing customers. Just as you would through email marketing.“

Ready to launch your SMS marketing campaigns? Klaviyo is a great platform for seamless email and SMS marketing. For expert advice with your email marketing strategy, book a consultation with our digital marketing experts today.