Marketing Technology Tactics To Increase Engagement And Attract Attention
Change happens at the speed of technology for marketing professionals, but your agency can adapt to this rapid pace by leveraging these changes.
My agency recently attended Facebook’s F8 developer conference in San Jose. We learned how platforms like Facebook and Instagram are helping businesses scale their reach while still maintaining those individual connections that forge brand loyalty.
Here are a few tips to catch up on the latest tactics and look ahead to marketing technology predictions on the horizon.
Engagement starts with attention.
In today’s market, attention is a commodity and engagement is the way to gain it. It’s not enough to simply have a presence on social and mobile — you need to engage your audience. Since technology is developing with engagement in mind, it only makes sense to leverage this by adding tech-driven engagement tactics to your content marketing strategy. All those likes, comments and shares lead to more than good feelings — they lead to increased visibility and conversions.
Track your journey.
Among F8’s most impactful announcements is Journey by Facebook Analytics, which displays the touch points of an individual user’s interactions with a brand. It takes the guesswork out of identifying e-commerce shoppers who look at a product a few times before purchasing or only place an order if they can use PayPal or a saved credit card. Behavior patterns are recognized by this tool to show the individuals who, for example, started their journey on mobile and then dropped off before reconnecting with the brand on their desktop. In effect, it quantifies a user’s attention.