A recent article was brought to our attention by our friend Eric Qualman over at Socialnomics. The social media industry experts at Hubspot revealed some thought-provoking stats with the roll out of their new Social Inbox product. The data is insightful, and brands should take note as this may be a strong reflection of our evolving online attitudes and behaviors toward them.
- 81% of consumers have either “un-liked” or removed a company’s posts from their Facebook news feed
- 71% of consumers report being more selective about liking a company on Facebook than they were last year
When I was young, if I made a new friend on vacation, we exchanged addresses to be pen pals. If our parents were willing to pay long distance, perhaps we’d exchange our phone numbers as well. These days, there are so many more ways to stay in touch that those pen pal days are almost completely long forgotten.
The modern digital marketing campaign produces a lot of data. A LOT. On any given campaign that I work on, there are hundreds of metrics that affect performance. The acronyms in themselves can be mind-numbing, before we even get to the numbers. Avinash Kaushik, Google’s well-known Digital Marketing Evangelist, gives this benchmark: “If you are not spending 30% of your time in 2013 with data, you’ll fail to achieve professional success.” Strong words, but fortunately, the data is becoming more accessible every day. Here are a couple of ways that I use data to optimize my digital campaigns.
You may think that newspaper and radio coverage cannot be tailored down to your specific audience…but think again. There are several steps that can be taken to make sure that you have effective advertising that is reaching your target audience.
Newspapers
For those of you who haven’t noticed, there have been some major missteps in the world of social this week.
First, there’s Facebook Home. This was paraded in front of us a few weeks ago after the misguided assumption that Facebook was announcing a new phone they had been secretly building. Well, Facebook Home turned out to be “new phone-ish” – an app suite for Android phones, that’s confusing at best and glitchy at worst. So far, it’s not very popular, even among the small sliver of consumers that it’s available for. There are still some who advocate it may be innovative and unique, and possibly a home run. But for the most part word is getting around that Facebook Home is not all it was hyped up to be.
Pinterest is much more than, “What should I cook for dinner?”, “Oh I need that purse!” or “I think I need to redo my bathroom for the fifteenth time.” Don’t get me wrong, my husband loves that I have a Pinterest account. It makes me try new recipes, the house is organized, and I buy him things I find on there, but there are other ways to use Pinterest.
Candice's Pinterest board "World I Work In"
Adweek and many other top digital news sources are talking this week about Facebook’s new addition to its ad targeting capabilities. By adding third party audience segments from some of the top data providers in the industry, Facebook is giving marketers the opportunity to target ads based on what people do when they AREN’T spending hours on Facebook. Adding shopping and purchase habits to the unique targeting options already available to social media marketers on Facebook adds another dimension to getting the message in front of the right audience.
How True Media Protects Client Interests Against Fraudulent Technology
The Chameleon Botnet (source, adexchanger.com)
A recent discovery by Web analytics company spider.io gave credence to the cautious approach toward programmatic, exchange-based advertising by savvy marketers who have been suspicious of fraud in the digital advertising ecosystem. This article also likely caused a little alarm among advertisers who have implemented these types of digital campaigns. As an agency that strives to stay on the cutting-edge of advertising tactics, True Media has utilized programmatic buying for their clients for some time now. I thought this would be a good time to address what we as stewards of our clients’ ad dollars do to protect their campaigns against ad fraud.
It’s a thought that I often have, especially in the last few months as I have read various articles on both sides of the issue. After all, the banner ad is 18 years old, and the average internet user is served 1,700+ banner ads per month according to ComScore. All of this begs the question – do we as an industry owe it to consumers, clients and ourselves to develop a better system? Susan Wojcicki from Google just touched on this in a recent Adweek article where she talked about the future of digital advertising.
This year I was lucky enough to attend my very first South by Southwest Interactive Conference in Austin, Texas. It was also my first time visiting the Lone Star State. SXSW has been the launching ground for some of today’s social media giants, Twitter and Foursquare to name a few. But this year was not about social’s next big thing, it was about how brands need to mature their approach to social media. Below are my top five takeaways from the conference.
5. Ambient Location: The Future of Social Media?
