It’s this time of the week again: let PFM give you the lowdown on what’s been happening in the digital marketing world this week. Get ready for the latest social media news and digital marketing insights!

Corporate Social Responsibility (CSR) gets bigger and bolder

While consumers’ interest in CSR is not new, the pandemic has shown us all how much of an impact businesses can have on the wider society beyond just selling their products. In our home city of Edinburgh, for instance, who could forget when, at the very start of Lockdown, Leith Spirits started manufacturing hand santisers for free when it was virtually impossible to find any!

Now more than ever, consumers expect more from brands. Not only do they value companies with sustainable (environment- or social-oriented) activities, an increasingly large proportion of consumers purposefully choose the brands they purchase from and work for based on their sustainable agenda and stay away from companies without one.

“More than ever before, brands will need to have an opinion on issues that affect our world. From racial issues to environmental topics, consumers want to see what brands will say and act and hold them accountable.” Chris Asahara, Global Head of Content and Social Media at Les Mills

What does it mean?

In short, it means that integrating CSR to your business strategy will be critical in 2022. But in more details:

• Brands need to contribute to society at large to be noticed and valued;
• To communicate this effectively, brands’ social media need to become value-oriented;
• To show that they walk the talk, brands need to consistently weave their CSR agenda and efforts through their multiple channels and touch points.

Holiday shopping experience becomes increasingly hybrid

Here are some key metrics to get started

• 48% of worldwide consumers plan to do 75% or more of their holiday shopping online
• In that group, 47% shop on their mobile phones
• 64% of US consumers use retail apps

In 2020, consumers got used to shopping online as physical options were limited or undesirable. This year, while most UK consumers are in a position to visit a store physically, they have had a taste of the ease and convenience of online shopping. As such, consumers will want to combine the best of both worlds this holiday season.

What does it mean?

The hybridisation of the consumer’s shopping experience has a few consequences, the first one being the need for an eCommerce platform. Beyond this, however, are the following:

• For conversions, digital shopping experiences will need to be pleasant, fast, and seamless;
• Investments in server capacity may need to be explored to make sure your website can cope with the increased traffic;
• Successful digital shopping will require flexibility in delivery options (ie. home delivery, pick-up from store…) and returns;
• Consumer service both online and offline will be paramount.

Tik Tok introduces ‘CommunityToks’

In its latest promotional campaign, Tik Tok introduced CommunityToks, which consist of subnetworks within the app linked by a single shared topic or interest, and are marketed at advertisers. CommunityToks focus on driving engagement, fostering rich subcultures and allowing for more personalisation.

What does it mean?

CommunityToks make advertising more effective via more precise targeting and more personalised content:

• Businesses can reach and leverage segments interested in the same key topic;
• It’s easier for brands to become part of relevant conversations;
• Brands can share their content with smaller audiences that are more in line with their strand of content, which increases their resonance with the content;
• It’s an opportunity for branded content to be seen as peer-to-peer communication, leading to deeper connection with the audience.

Wondering how to successfully meld physical and digital shopping this holiday season? Book a complimentary consultation with us at maya@pilotfishmedia.com, we’d love to chat!

Sources

Hubspot 2022 Social Media Trends Report

https://www.marketingdive.com/news/future-of-holiday-retail-is-mobile-app-blended-experiences/609826/

https://www.socialmediatoday.com/news/tiktok-launches-new-communitytok-promotional-push-to-highlight-subculture/610388/

https://www.tiktok.com/business/en/blog/communitytoks-authentic-connection-creativity-joy?platform=facebook&attr_source=social&attr_source=social&channel=social-organic-post-community-tok-44519&attr_medium=organic-post&attr_campaign=social-organic-post-community-tok-44519&attr_agency=gbmhq