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5 to watch this week in digital: LinkedIn ‘stories’, RIP banner ads & customer vs marketing

It’s the start of another productive week here at the Modo25 office and we’re already diving into the latest updates from the digital marketing industry.

Here are our top five things to watch this week …


Marketing boss for Tesco says customers are bigger than marketing 

Chief Customer Officer for Tesco, Alessandra Bellini, claims that customer is bigger than marketing.

Speaking at ISBA’s annual conference, she believes that brands are focusing too much on results and losing their way when it comes to their customer. Tesco is a leading example of how brands should be focusing on what their customers want and using that to lead their marketing, not the other way around.

Some food for thought if you’re looking to overhaul your brand!


Facebook ad’s get 4x more engagement than boosted posts 

Alex Tucker, a digital marketer and writer at Medium, decided to take a look into whether or not boosted posts are better than Facebook ads when it came to engagement.

He, along with the majority of people, assumed that small businesses benefit more from boosted posts than ads. However, after his case study, he found that Facebook ads generated 4x more engagement when compared to a boosted post.

This is valuable information for any small business owners out there who are looking to maximise their ROI when it comes to their social media marketing budget. It is worth noting that Facebook ads are a little trickier to navigate than a standard sponsored post. So, it might be worth learning how to use Ad Manager properly or hire a professional to get you going.

Are banner ads soon to be a thing of the past?

While banner ads used to be incredibly efficient, savvy internet users nowadays are more aware of what to avoid clicking on. Plus, the popularity of ad-blocking software has thrown a spanner in the works when it comes to the effectiveness of banner ads.

In the current landscape, banner ads are just clunky and unappealing to look at. While they still have a place in the marketing world, there are better and more sustainable ways to be spending your advertising budget.

Instead of focusing your efforts on banner ads, you could instead be looking at putting your budget into YouTube video ads. You only have to pay for the advert if the viewer watches your whole ad. The ROI you’re likely to see from this is pretty high considering you only have to pay for every successful video watch – something to consider.


LinkedIn to add a ‘stories’ feature to the platform 

It was revealed last week that LinkedIn has been testing a ‘stories’ feature that is set to be live in a few months.

The creative team at the platform hope this new feature will bring some creativity to the business network.

While we’re all familiar with the ‘stories’ functionality from other social media apps, such as Instagram and Snapchat, it will be interesting to see how content from businesses will differ across the platforms.

E-commerce companies should include shipping costs in prices 

Recent research has revealed that customers strongly prefer e-commerce products with free shipping.

However, a clever way of going about this is to include the cost of shipping in the price of the products. This means you can offer free shipping to your consumers.

Although this would make the cost of your products seem more expensive, the free shipping flipside of this offers many benefits. Customers nowadays expect free shipping as standard on a lot of online orders and by doing so you would likely see a boost in conversions.

This is certainly one to think about is you’re looking to strengthen your brand and increase sales at the same time.


Tom Pickard - Modo25
Tom Pickard
Tom Pickard - Modo25
Tom Pickard

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