Why Social Advertising Is Always A Team Game
Social ads are one of the most popular marketing levers in e-commerce. However, many advertisers need to remember one thing: collaborating with other teams. However, this determines the success and failure of a campaign.
Why Social Ads Rarely Work Alone
Like every marketing discipline, social advertising is a team game. Advertisers can create excellent advertising. However, they never alone influence success – in e-commerce and conversion. For many companies, the online shop is the responsibility of their teams. And that makes the whole thing more complicated than it first seems.
Imagine the advertising team optimizing their upper funnel campaigns for traffic. The aim is to generate as many clicks as possible on an advertising medium—a good idea. However, the online shop may need to prepare for this. In most cases, these are unqualified visitors. They first have to get to know the brand and need particular messages. Because the e-commerce team doesn’t optimize for conversions but for conversions, the exit rate increases dramatically. Both teams may miss the opportunity to achieve their goals – even though each team has done everything correctly. How could that happen?
View The Customer Journey Holistically.
The example shows how vital team communication is – especially in large corporations. Departments cannot be separated but must work together. From a user perspective, this is necessary. Ultimately, the user doesn’t care which teams were involved in their customer journey.
There are many more examples in which this can be seen:
Wrong target group :
If an advertising campaign addresses target groups different from those on the website, the customer journey needs to be fixed. There is a break in style, language and needs. For this reason, users convert much worse.
Unfulfilled expectations :
If an advertising material triggers the expectation of a high-quality product and the shop cannot fulfil this, users abandon it more quickly. Your expectations still need to be met.
Unfulfilled promises :
If an advertisement promises discounts and special promotions, but the shop does not list or communicate them poorly, users will probably not convert.
Different mood :
If a video or image ad conveys a different feeling than the landing page in the online shop, the customer journey appears inconsistent for the customer. The result: he jumps off.
Different messages :
Likewise, an advertisement will perform better if the messages in the ad and website are aligned. Example: The advertising campaign conveys low prices, but the shop offers premium quality.
Also Read: Twitter Implements New E-commerce Features
Learn From Each Other.
Only when all departments work together and coordinate their goals can social ads have their full effect. Collaboration also has another advantage: the teams learn from each other. You can share experiences about specific target groups and the success of particular messages. What works well in ads will also be successful in the shop.
Ultimately, the customer journey – from social ads to checkout and beyond – is a unified path that should be viewed as such. A mismatch between the goals along this path inevitably worsens the outcome. This is precisely why it is so important to understand marketing as a unified, cross-team project.
