All Posts By

Olga Chekmaieva

Content VS Algorithms: Who Is the King?

By | Digital, Media, Social | No Comments

Social media marketers dedicate lots of time on social media and content strategies just to find themselves at the mercy of social networks’ algorithm changes. It, therefore, raises the question of whether it is still reasonable to invest in relevant and creative content rather than to focus on technical elements and paid social budgets.

The digital world has been recently struck with the news of big companies quitting social media. The perfect example is the well-known cosmetics brand “Lush”, which recently declared the closing of all social media accounts related to its brand.

We are tired of fighting with algorithms, and we do not want to pay to appear in your newsfeed,”

was the statement to the brand's followers.

It did not take long for Instagram to review the “like”-approach. The Facebook-owned social media platform might soon remove the feature of seeing the number of likes under each post.

We want your followers to focus on what you share, not how many likes your posts get. During this test, only the person who shared a post will see the total number of likes it gets,“

states the app.

The social media platforms admit to implementing unique sets of technical elements, intricate logic, and usage analytics that make up algorithms which therefore control the content delivery to the users. No wonder that even the best thought-out and creative posts don’t bring the expected engagement unless promoted by advertisement or going viral.

Social media marketers are tempted by the number of likes, shares, and views of their content failing to realize these are not the most important aspects of building a meaningful relationship with their customers.

By the time customers engage with the next thing in their social feed, they’ve likely already forgotten the message of your content.

So what is the solution? The focus should not only be on the content strategy which gets engagement across search and social platforms but on building meaningful relationships with customers using unique data strategies. Otherwise, the customers might be wiped out during the next algorithm change.

So are YOU ready to take on the new algorithm changes? We would love to hear from you on this matter! Have you already noticed the decline in your customer engagement?
How do you plan to face this challenge? Let us know in the comments below.

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#B2BMarketing19: Highlights

By | Media | No Comments

#B2BMarketing19: Highlights

#B2BMarketing19: Highlights

The Social2b team is back from the B2B Marketing Expo. What an incredible and remarkable show it was! We were blown away by the scale of the event. Of course, it’s impossible to share all the details in one review, but here is event summary and conclusions made on behalf of our team:

      • AI is all around. From time management tools to voice recognition for customer service. Following the trend or applying the technologies of the future to simplify our present? Not sure, but still it was interesting to hear the majority of the platforms proudly informing that they are AI-driven.


      • ABM is hotter than ever. One of the keynote speakers of the conference Waheed Warden from Fujitsu shared how they do ABM integrating it with sales. An inspiring example to start implementing ABM today. If you still don’t know what’s the buzz is all about, contact us 🙂


      • The digital world has no limits. No matter whether your company is a startup or a well-known brand – it’s all about the approach and the quality of the service/product you provide. Events like B2B marketing Expo allow companies of different size and purpose successfully interact with each other. It’s a great chance to exchange knowledge and experience no matter if it’s Linkedin or a small platform.


      • There’s a tool for (literally) everything. New CPM, e-mail agents, time-management platforms, cloud-based services and everything our marketing souls might wish. Not happy with any tool you are using right now, believe us, there is an alternative! Once again we could see that the main issue is to actually choose wisely the services that fit your companies needs and workflow processes from the variety.


      • The power of merchandise in the marketing mix. For the Expo, it worked both ways:  – for the exhibitors to attract the visitors to their stands for a conversation with the impressive merch (a flyer and a pen is not enough anymore – the modern customer wants it all); for the printing and merchandise agencies to show up with their approaches in creating branded products. Custom prints, cupcakes with companies logo, eco-friendly promotional products – try, choose and decide whether and why your brand needs those.


    • Scaling for Growth. B2B Marketing Expo is Europe’s leading marketing event. No wonder, the majority of companies participating in the event are European or UK-based (as the event takes place in London). But upon our observation, most companies are ready for the expansion by entering the new markets and reaching the new audiences. Sounds like something you are considering for your company? Drop us a line to discuss the Market Entry and ABM strategy for your business.  

    To make sure our readers won’t miss the important points of the event, we share the significant highlights from Twitter that can change the digital marketing strategy of your brand (find more great thoughts and by searching the #B2BMarketing19).

    Ready to put innovative ideas into practice and can’t wait to continue talks with the amazing companies we’ve met in London.

Social2B’s Magic Crystal Ball for 2019: What to expect in the New Year in Digital Media

By | Digital | One Comment

Innovations are constantly changing our daily lives, from the way we work to the way we communicate with each other. For marketers who want their campaigns to be successful, it is crucial that they are ready for these rapid changes and are able to predict them.

As the New Year rolls in, digital marketing trends continue to evolve and here are some you are likely to see in the coming year.

1) A content distribution strategy

Creating good content won’t be enough in 2019. To succeed, you will need to share your content on the right channels where potential customers are likely to see it. In the upcoming year, brands will invest time not only in creating good content but also in strategies of how, where and when to distribute it.

2) More video content

In 2018, there was already an increase in video content. In 2019, the popularity of videos will continue to grow. If you are not yet producing any video content, now is a good time to start. Statistics show that 72% of businesses have improved their conversion rate through videos. It is expected that videos will become even more search friendly on YouTube, Facebook, Instagram, and LinkedIn.

In 2019, we are likely to see more:

  1. video demos
  2. personalized videos from brands
  3. live streaming videos
  4. 360-degree videos

3) Influencer marketing and referral programs will continue to grow

With the development of social media, people have begun to feel a sense of familiarity or even friendship with the stars and bloggers that they are subscribed to. It’s no secret that the more we know a person, the more we trust them. According to Nielsen’s global advertising report, consumers today place more value on word-of-mouth marketing than traditional ads. Companies are now starting to explore the benefits of strong social proof as well as develop a long-term positive relationship with the customers. In 2019, to promote the values of their brand, businesses will invest more in influencer marketing and referral programs. Brands will rely on their customers, employees and authentic influencers to spread the word about their company and to connect with prospective customers. The great example is how Motorola have used YouTube influencers to launch the Moto Z Family and Moto Mods.

4) More mobile users and micro-moment marketing

The average American spends 3.5 hours a day on their mobile phone. This number is expected to grow in the coming years. For us, as marketers, it means we need to target our campaigns on mobile devices. The problem is that every minute, mobile users are bombarded with tons of content that pops-up from different screens. In such circumstances, they cannot keep their attention and tend to move away quickly. Buying decisions happen quickly in micro-moments and we need to consider that when creating our digital marketing campaigns. In 2019, the focus will be on effective Micro-moment marketing strategies that will produce clear and memorable messages.

5) AI is here to stay

While it is unlikely that AI will replace you as a digital marketer, it will definitely make your work easier. AI will help automate marketing, analyze complex data to understand buyer behavior, personalize marketing messages and deliver great customer service. The possibilities of AI are endless and this is only the beginning.

6) Rise of chatbots

It is impossible to deny that in the near future, chatbots will be indispensable assistants to every company. According to an Oracle study, 80 percent of businesses already use or plan to implement chatbots by 2020. Chatbots will continue to develop and in 2019, they will help businesses communicate with their customers faster and more effectively to deliver better customer service.

7) Voice messages as a new tool in e-commerce

As per ComScore, by 2020, 50 % of all searches will be voice searches. Today with devices like Amazon Echo you can check the weather or even order pizza. In the future, AI like Siri or Alexa will be playing bigger and bigger roles in our lives, and therefore marketers will have to create a new type of device-based content. At the start of 2019, there will already be over 67 million voice-assisted devices in the U.S alone. It would be smart to use the opportunity this opens for our digital marketing content.

8) Personalization

Every customer is unique. Making the customer feel they are treated specially is the key to success. The upcoming year will be one of personalization on customer-focused needs. Luckily, we now have AI that makes delivering personalized marketing messages more effective and easier. In 2019, AI-powered analytics will be used by brands to anticipate customer needs and help personalize content, emails, and offers.

9) More integrated digital marketing efforts

In 2019, the need to engage your customers across different online platforms will continue to grow. As an average person uses several apps, search engines and social media platforms, businesses will focus on integrated marketing solutions to optimize customer lifetime value.

10) More Augmented Reality

Virtual and augmented reality are very popular right now, especially in the marketing and advertising worlds. While VR will continue to develop in the upcoming year, AR will definitely be a trend in 2019. Brands will integrate AR in their marketing campaigns to engage with their target audience to make their experience even more interesting. In 2019, AR will be one of the central strategies to develop brand awareness. For example, in London Pepsi uses AR advertisement to engage with its customers at a bus shelter! AR opens a whole new creative world of digital marketing. We are excited, are you?

11) Integration of social media with other services

Let’s be honest: most of us cannot go a day without checking our social media pages. However social media is not just for cute cat videos and texting with friends, it is a platform our prospective buyers turn to when it comes to getting information about the brand and its special offers. It is expected that in 2019 brands will invest even more in social media marketing. The great news is that Facebook will continue to allow integrating their services with third-party applications. This will make it easy for new users to sign up to websites and apps.

With the fact that we spend more and more time on the internet, the digital marketing industry will continue to grow. In general, marketing strategies in 2019 will focus on the integrating, and engaging in unique customer experience. However, as always, success will come to those who stand out with their values and innovate quickly.