Valentine’s Day Digital Campaigns and Insights for Search Marketing

 

 

DairyQueen

Brands that are engaging audiences Digitally have followed a marketing approach that looks at building a brand connect with a themed commercial or an offer that creates a bond with the audience while promoting the campaigns on Twitter and with search ads.

Dairy Queen has a video advertisement on YouTube with clip posted on Facebook and a story that is built around newer ideas as opposed to repetitive or normal gift ideas for the Cupid’s holiday. The Tweets in the brands’ timeline are sequenced to tell a story around Red Velvet Blizzard Cake and specially crafted merchandise for the Valentine’s day.Twitter is effective for creating brand Engagement with a Valentine’s campaign as the platform allows for real-time conversation and digital engagement.

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Starbucks has launched a promotion targeted at Match App users where the app allows users to send emails to each other to meet at an agreed to Starbucks location.

In an app promotion for Mobile App “Match”, Match and Starbucks will run a promotion – “Meet at Starbucks.” Match users who click on that button can email one another and meet up at a nearby Starbucks. According to the coffee company, the feature will help people “more easily reach out and make that first coffee date.”

The idea for the app’s new section builds on data from Match that 3 million of its members use coffee-related keywords to describe themselves on the site.

On Feb. 13, Starbucks will turn its stores into what it is calling the world’s largest Starbucks date. To celebrate the date, the coffee chain’s menu will feature a few special coffee and pastry deals—like a raspberry mocha and cookie—for USD 5.

According to Adweek, Starbucks mobile payment app already contributes to about 15 percent of the company’s U.S. revenue.

Brands are effectively promoting the offers this Valentine’s day with Tweets targeted to create Brand engagement and ring in shoppers with discount offers and special promotions and offering a chance to shop exclusive merchandise. It has been proven that Brands promoting products with targeted Tweets have a better conversion rate on their sites.

Tactics for promoting your Business on Twitter

 

Build a Follower List and Tailored Audiences from Email Lists

Brand Advertisers who have a large email marketing base can use Twitter to promote to audiences who have engaged with the brand in prior promotions and effectively use Tailored Audience to promote their newer offers. This can be done by importing email contacts into Twitter Lists and Promote to the audience that have earlier engaged with the brand.

Use Remarketing to target Your Site Visitors

Remarketing on Twitter can be done with Tailored Audience to convert your website visitors and users who have engaged with your Tweets.

If your objective with Twitter Ads is to reach high-intent visitors to your website and convert them into new customers, the website tag for remarketing may be a great fit. Because you can reach Twitter users shortly after they visit your website, you can connect with them while their intent is high.

The website tag for Remarketing is most effective for advertisers who:

  • See significant web traffic to the portion of the web pages where the tag is placed.
  • Are experienced with the Twitter Ads offering and want to explore additional functionality to drive direct response.

Use Chats to identify Audience Based on Topic

By following Topics on Twitter you may be able to identify audiences that are already engaging and actively engaging with brands on the topic and promote your offer with a promoted Tweet or a Twitter card.

Keyword Targeting

Keyword targeting is an important capability if you’re looking to act on signals of intent from potential customers. It allows you to connect with users based on words and phrases they’ve recently Tweeted or searched for or that appear in Tweets with which they’ve recently engaged. This means you can reach your target audience when your business is most likely to be relevant to them.

There are two types of keyword targeting:

Search
The terms, phrases and hashtags that people search for on Twitter are indicators of what’s top of mind for them in that moment. Keyword targeting enables you to target your Tweets so that they appear in the search results for terms and phrases related to your business. This type of targeting is particularly effective during events that are specific to your business, such as a product launch, as well as during cultural, seasonal or industry events that create spikes of conversation on Twitter.

 

 

Timeline
Tweets send important signals about what users are experiencing in the moment – their thoughts, feelings, wants and needs. With Twitter keyword targeting in timeline, you can act on these signals by targeting users based on what they have recently Tweeted about or engaged with so that you reach them at relevant moments.

 

 

Insights from Bing Advertising to Improve Your Search Campaigns

Search Volume for Valentine’s Day Gift search  goes up towards the last Sunday and peaks a few days prior to Feb 14th. Among the Top Ten searches are chocolate covered strawberries and same day flowers for PC/Tablet Search.

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The categories that are most searched are Greeting cards, Candy, Flowers and an Evening out or dinner.

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Search Volume for Valentine’s Day Cards increases at the start of the Months and doubles each day, in the final two days.

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Share of Search on Smartphones for each category is similar except in the case of Engagement Rings that tends to be more on Smartphones as compared to PC or Tablet.

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Consumers are researching products and comparing prices on Mobile with the use of Tablets being higher for making purchases and researching products as well as looking up store locations.
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Bing has shared the Copy for Search Ads that works the best for each category and most advertisers have seen a 29 percent lower cost per click with Bing Product Ads and a 9 percent increase in click-through rates with ad extensions such as locations and call extensions in comparison with standard text ads.

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