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Newspapers Join in Twitter Conversation - eMarketer
"all the papers had at least one Twitter account, but many failed to publicize their Twitter use effectively. Nearly two-fifths of papers did not have a link to Twitter anywhere on their Website"
Twitter success in terms of “Twitter IQ,” a measurement of a user’s balance between original tweets, retweets and replies. The ideal user would have a 50/50 split between “talking” and “listening”
Social Network Spending Shifts - eMarketer
"Earned media will be a key theme of social network marketing. Combining social with mobile as well as with local will also yield more advertising opportunities. eMarketer also expects social ad networks to increase in
importance."
“When companies budget for social media marketing in 2010 and beyond, a substantial portion of their expenses will go toward creating and maintaining a fan page, managing promotions or public relations outreach within a social network, and measuring the impact of a social network presence on brand health and sales,” noted Ms. Williamson.
Using Social Media Strategically - eMarketer
"Gaining maturity means improving the ability to tie objectives to specific metrics. Marketers in the strategic phase are significantly more likely than those in earlier phases of the process to measure their success across all
objectives. An increase in Website traffic was the No. 1 objective targeted and measured by all marketers."
“Defining specific objectives for a social marketing initiative is only half the battle. The other half is aligning those objectives with corresponding metrics,” according to the report. “This alignment is important because it enables an organization to measure its progress in achieving the objectives and proving ROI.”
MarketingSherpa found that retail and e-commerce marketers were more likely than any other industry to be increasing their social media marketing budgets next year, followed by publishing and media. Education and healthcare lagged, with less than one-half of marketers in the industry planning to up social media spending in 2010.
Most social marketing dollars (60%) next year will go toward staff salaries for activities such as blogging, content development and monitoring of social channels. Another two-fifths will be spent on outside help from agencies, consultancies and service providers.
How Can Social Media Help Small Biz? - eMarketer
lead generation is the biggest benefit of social networking for US small businesses, cited by one-half of respondents. Social networks were also considered a good way to keep up with the industry and monitor online chatter about the business.
The No 1. roadblock, however, was the perception that “our customers do not use social networks,” claimed by 31% of small businesses. Nearly as many complained that they did not have the time or staff available to do a good job with social network marketing.
How Alike Are Android and iPhone Users? - eMarketer
17% of mobile users in the market for a new smartphone in the next three months planned to buy an Android phone, compared with 20% who would pick up an iPhone.
The majority of iPhone users, along with 44% of Android users, spent at least one-half of their time with applications rather than a browser. Only about one-fifth of other smartphone users said the same.
“Applications have been vital to the iPhone’s success and Android devices are proving to be no different thus far,” wrote Elaine Sanfilippo on the Compete blog.
Putting Targeting to Work - eMarketer
"remarketing or retargeting was the advertising technology they thought was the most underutilized. Other forms of targeting, including geo-targeting (18.3%), were also being underused."
* about one-half offered geographic and contextual targeting, and demographic targeting was available from 37%, relatively few gave advertisers behavioral targeting capabilities.
*The research firms warned that marketers using behavioral targeting would likely overtake ones avoiding it.
*“We know that retargeting can boost ad response up to 400 percent so it’s definitely something online advertisers need to stay informed about and use more strategically,”
Securing Brand Loyalty Through Relationship Marketing
How consumer packaged goods (CPG) brands are using Social Media:
* CPG marketers’ online relationship marketing tools include weekly e-mails, coupon offers, rewards programs and sweepstakes. Social media platforms help to build buzz for product launches, drive trial and test marketing messages.
* an e-mail communication from a CPG company could trigger a whole range of activities among opt-in e-mail recipients.
* It requires going beyond coupon-based incentives to building brand loyalty based on more intangible, emotional values.
* CPG marketers that fail to highlight and promote the unique benefits, value and relevance of their products will risk a consumer exodus from their brands. In creating an emotional bond with customers, CPG marketers will help encourage a lifetime of brand loyalty.
CPGs Focus on Social Relationships - eMarketer
Consumer Packaged Goods have such a well refined mass marketing process that social media has been more complicated.
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Consumer packaged goods (CPG) companies
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“By looking at social media as a way to listen to consumers, respond to their needs and create ongoing dialogue—instead of as another way to advertise to them—CPG companies can reinvigorate their marketing and create new bonds with consumers,” said Debra Aho Williamson
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Is Social Network Advertising Ready for Primetime? - eMarketer
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eMarketer projects that US marketers will increase their social network ad spending 13.2% in 2010, to $1.3 billion.
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more companies focus on creating and implementing an overall social marketing strategy,” says Debra Aho Williamson, eMarketer senior analyst
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E-Mail Marketing Open and Click-Through Rates - eMarketer
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12.5% of unique marketing e-mails were opened in the second half of 2008.
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Messages delivered to small and medium lists had higher open and click-through rates than messages delivered to lists of 1,000 or more subscribers.
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Taking the Measure of Brand Measurement - eMarketer
emarketer discusses the challenges facing marketers who want to measure the effectiveness of online brand campaigns.
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in business, measurement is vital to long-term success.
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- How successfully and efficiently did I reach my intended target consumer?
- Did my advertising campaign influence the consumer’s attitudes, perceptions or behaviors associated with the brand?
separate out its two basic components:
- How successfully and efficiently did I reach my intended target consumer?
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Will Digital Marketing Prove Profitable? - eMarketer
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22% of the marketers indicated they would shift dollars from traditional media into the digital space
ROI Measurement a Must - eMarketer
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Seventy-nine percent of the marketers felt that the need to measure, analyze and report marketing effectiveness was greater in 2009 than in previous years.
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But getting accurate measurements takes money
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A Short-Term Marketing Focus - eMarketer
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Not all marketing activities are being cut, however.
Most likely to be maintained throughout the recession were research and development, public relations, promotions and new initiatives.
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Once the recession ends, budget increases are expected for general media (68% of marketers), social networking (41%) and testing and innovation (40%).
Social Networks Are Not Yet Universal - eMarketer
eMarketer predicts that 44.3% of Internet users in the US will belong to social networks by the end of 2008. (US has 40% already.)
'Spam' Definition Grows - eMarketer
Just because US consumers opt in to e-mail lists does not give marketers license to send endless irrelevant material.
When Do You Check Your E-Mail? - eMarketer
Many Internet users check their personal e-mail accounts constantly, not only at home but at work as well. For these users, delivery timing might not be critical.
Baby Boomers and Social Networking - eMarketer
Less than one-quarter of US Internet users ages 40 and over use social networking Web sites, according to the JWT BOOM/ThirdAge "Boomers, Healthcare and Interactive Media" study conducted last month.
Will Social Networks Remain Low-Ad Districts? - eMarketer
...do a site's ad revenues match its traffic? The relationship of traffic to revenues is not an exact one, since it fails to factor in elements such as the amount of time people spend on a site...
Social Networking Ad Spending Update - eMarketer
eMarketer's figures take into account all forms of advertising within social networks, including display, search and video ads, as well as any fees that marketers pay to social networks to develop profile pages or conduct promotions.
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