July 14, 2017

The Figaro Digital Digest: 14th July 2017

It’s that time of the year again, when once upon a time you’d be breaking up for a long six weeks of summer fun. We all may be adults and don’t have the long holiday now, but why not treat yourself to a few minutes’ break?

Catch up on all the latest digital marketing news from the week in our digital digest below:

Snapchat Announces ‘Paperclip’ – Add Links to Your Snaps

This week, Snapchat announced its new feature – Paperclip – which will allow users to add external website links to their snaps.

Although nothing ‘special’ compared to its innovative and ever-changing filters and lenses, this could change Snapchat as we know it – especially for marketers.
Marty Swant at AdWeek said:

“Until now, the only way users could add links was if a brand bought an ad and included a way to swipe. However, this could make it easier for marketers to gain more organic traffic. It’s also a big win for media companies, which now finally have a way to direct users to their actual websites.”

Retailers Spend £8.9m on iPhone Keywords

It’s one of the most popular phones on the market, so it is understandable that there is a lot of search for Apple’s phone, but new research by AdGooroo has found that ‘iPhone 7’ is the top consumer product keyword in the UK.

British retailers spent £5.6m on the term between June 2016 and May 2017, £3.6m more than the next highest keyword ‘pandora’. Another four Apple product keywords appeared in the top 20 list with a combined iPhone search spend of £8.9m.

L’Oréal Paris Sees Direct Sales Uplift Thanks to Influencers

L’Oréal has said that it has seen a direct sale uplift since working with beauty influencers, however, the brand admits it was ‘difficult’ to get board backing.

The campaign was launched in September 2016 to ‘craft a different type of relationship’ with influencers to reach out to new audiences. And the ‘Beauty Squad’ is now expanding as a result with new members including Lydia Millen, Ling KT and Amena.

Through product launches, engaging content and attending beauty events, L’Oréal says it has helped them ‘to engage with consumers easily and timely in today’s lightning-paced digital environment’.


Researchers Reveal There Are Four Types of Facebook Users

A new study has revealed there are four broad types of Facebook user: relationship builders, town criers, selfies or window shoppers.

Using a questionnaire, the researchers asked respondents to rate 48 statements on how accurately they described them and found the following:

Town criers – don’t share personal information, but like to inform everyone about what’s going on in the news or local area.

Selfies – are self-promoters who share pictures, videos and posts to gain likes and attention.

Window shoppers – use Facebook as virtual people-watching.

Relationship builders – respond to others’ posts and attempt to form bonds that will extend beyond the social platform.

Whether you’re a window shopper or a town crier, we’re here for you with the latest digital marketing news. So, don’t forget to share this blog post and then check out some of our other updates.