Most marketers already understand that growing consumer concerns over data privacy have prompted new regulations. Now, the issue has even sparked device updates from manufacturers. Beyond regulations, these companies want to satisfy their customers by offering additional privacy protection. This has an effect on your integrated digital campaigns in more ways than one.
For a recent example, Apple announced that they would soon roll out a new privacy update for iOS 14. This change focuses on limiting the amount of cross-website data marketing companies can track on smartphones. Where Apple leads, other phone and computer manufacturers will probably follow.
Why Consider Changes to an Existing Integrated Digital Campaign?
Apparently, Apple’s news has generated new concerns from marketers and some of the largest advertising platforms. According to CNET, even Facebook admitted that recent changes would hamper their ad targeting abilities. At the same time, Google started to modify its advertising platform to comply with new standards.
More safeguards may represent a win for consumers. Still, they present additional issues for digital marketers who already struggle with increased competition and bid prices. Of course, marketers can explore other marketing sandboxes to expand their advertising strategy beyond the biggest advertising platforms. With that in mind, explore the benefits of adding Nextdoor, Yelp, Pinterest, and TikTok to an integrated digital campaign.
Beyond Facebook and Google: Integrated Digital Campaign Alternatives
No digital marketing agency can offer a one-size-fits-all advertising strategy. Even more, last year’s perfect marketing platform might not continue to serve businesses as well in 2021 and beyond. Instead of struggling to get traditional ad platforms to continue performing, maybe it’s time to look beyond them.
The best new platforms to consider may depend upon the company’s products, marketing style, and target demographics. Find out how such alternative advertising platforms as TikTok, Nextdoor, Yelp, and Pinterest can help marketers expand and target B2C marketing audiences with less hassles and lower costs.
Nextdoor: The Hyper-local Advertising Solution
Nextdoor doesn’t just serve neighborhoods as the place to find lost pets or complain about the neighbor’s fireworks. They also know where their members live, making it simple to tune geographic targeting down to the level of neighborhoods.
As an example, Modern Retail found grocery brands have recently turned to Nextdoor. Rather than use platforms that also run their eCommerce competitor’s ads, these businesses can target the customers in their preferred delivery or physical service areas. Nextdoor also offers ad formats designed to spark two-way communication and engagement. That makes this community-based social site a great way for businesses to meet some new neighbors.
Yelp: High Purchase Intent with Local Targeting
Some of the planned updates to iOS 14 target cross-platform data, which tends to limit the large, general platforms like Google and Facebook the most. Even seasoned marketers sometimes find the way these platforms learn about internet-wide browsing habits almost spooky. In contrast, Yelp uses its own search and location data to assist advertisers with audience targeting.
For both local and non-location-based businesses, this platform can target ads based on search intent to help marketers unlock highly motivated audiences. While some people think of Yelp as a restaurant platform, it’s also a very trusted source for information about all kinds of businesses.
Pinterest: A Visual Ad Platform for Sparking Inspiration
According to WordStream, Pinterest offers a fantastic gateway into the homes of affluent, millennial women, along with many other demographics. Even though they’ve mostly attracted women, almost 30 percent of signups come from men. Top categories on Pinterest include DIY, crafts, home decor, art, fashion, and beauty.
In short, people turn to Pinterest for visual inspiration and ideas. Since eCommerce relies so much on images, the image and video ad formats work well in all stages of the marketing funnel. Some of the best Pinterest marketing tips include supplying consumers with inspiration to encourage them to check out new products and traditional items used in new ways.
TikTok: Engage on the Fastest Growing Social Site
While many people associate TikTok with a very young audience, Social Media Examiner found that 64 percent of users have at least passed their 20th birthday. Alright, TikTok mostly appeals to younger people. At the same time, the very engaged audience will age. Also, TikTok users spend an average of almost an hour a day logged in.
Besides the sillier content, many users see plenty of business, DIY, and parenting videos in their personalized feeds. Very effective ads usually emulate the appearance and tone of organic posts.
While the platform differs from Facebook, most experienced Facebook advertisers should find it familiar and easy to get started with. Even better, Social Media Examiner found that TikTok offered lower bids, particularly once ads have matured and show the right kind of content.
Why Move Beyond Facebook and Google for B2C Marketing?
Facebook and Google still retain their spots as two of the biggest and most general advertising platforms for all kinds of businesses. In fact, even most recent lists of the top sites for marketers usually rank these two giants as first and second.
On the other hand, rising prices and increased privacy protection may have limited their usefulness as part of a cost-efficient and effective advertising strategy. Most advertisers admit that they struggle to find low-hanging fruit on the larger advertising sites these days. Successful marketers should always keep their eyes and ears open for new opportunities to engage, target, and sell to other audiences.
For a quick summary of these marketing tips:
- Consider Nextdoor for hyper-local targeting and community engagement.
- Find highly motivated, local buyers on Yelp in a variety of niches.
- Image-oriented Pinterest ads can supply site users with inspiration and motivation to buy.
- Creative video ads for somewhat younger audiences have a great chance to go viral on TikTok.
Nobody should declare Google or Facebook dead. Obviously, these two giants command massive audiences, and they’ve both shown an uncanny ability to survive and thrive in a rapidly evolving environment. At the same time, businesses with certain demographics may enjoy better targeting and lower costs elsewhere. Instead of interpreting this as a call to abandon traditional sites, think of it as a chance to keep exploring and testing for better returns.