Snapchat's Impact On The Future Of Digital Marketing
To access Snap Map one can simply pinch on the map’s main screen to pull up at normal looking map that places heat maps around places where a lot of stories, as well as around location-based events, like concerts and sports games. Also, a company can choose to have their location displayed on the map, so that customers can see what they are currently up and even send a message to set-up a point of interaction, creating the beginning of a funnel that could eventually lead to a conversion.
As of right now Snapchat has chosen not to integrate ads within Snap Map, but one can definitely see the endless possibilities especially in the mind of location based marketers For example, from a brand-related a retailer could run a sale and target Snap Map Story viewers because those people will be looking for something to do in the city. The same would go for a brand or company hosting event in city.
Another way this integration could work is to run location targeted against location related stories, so one would be able to see local ads for a business depending on what city or state they are in. Same can be said for a more national approach, like showing ads for a Chicago based business in Charlotte as we already see in Snapchat Stories & Discovery Channels.
Snap Map is the beginning of something new that we will like see other social media and digital marketing companies start to emulate very soon. However, there is also another feature that Snapchat just recently released…..Snapchat Ads Manager.
Snap Chat Ads Manager
While advertisers are limited to the types of ads that they can buy, they can target those ads using any of Snapchat’s targeting options, including:
· Audience Match
· Lookalike Audiences
· Lifestyle Categories
Much like Facebook, these targeting methods will allow and advertiser to get very granular with demographic they would like to market to.
Advertisers using Snapchat Ad Manager will also be able to track their campaigns through a new section for advertisers within the existing app. The Snapchat Mobile Dashboard, functions similarly to Facebook’s Ads Manager app, except, brands don’t have to download and use a separate app to check up on their campaigns. Everything is monitored through the Snapchat app to increase the user experience.
· View & Share Ad Creative
· Review Live Campaign Performance
· Edit & Pause Campaigns
· Receive Key Metrics Notifications
Metrics include how many times an ad was served, how many times people swiped up, and the average cost per swipe.
For brands that have a bunch of people managing their ad buys, Snapchat will also roll out a section on its website and app called Business Manager that can be used to delineate roles and permissions for the various members of a marketer’s team and to manage ad accounts and billing information. It’s very similar to Facebook’s Business Manager tool, to the point of sharing the same name.
As you can see the possibilities are endless with these new initiatives from Snapchat. Though still in their infancy the fact that Snap Map & Ad Manger both integrate with their website and through the
app are going to make them a force to be reckoned with from a user experience standpoint. Once both features can integrate with each other it will change the whole digital and social media marketing world upside down on its head. Once they include custom GeoFilter & Snap Lense creation they will have created a totally unique digital marketing experience both from a mobile and internet perspective with a focus on both local and global ecosystems.
Contact your digital marketing rep here at E-dreamz to get a campaign started today!