95 items | 84 visits
Trends and research about social media
Updated on Oct 16, 10
Created on Oct 23, 08
Category: Computers & Internet
URL:
Overall, interactive marketing will near $55 billion by 2014, but some industries -- like consumer goods, automotive, and media and entertainment -- will grow interactive investment faster than others.
This year's forecast includes a B2B category that consists of business services -- like accounting firms, consultancies, and agencies, as well as the business trade elements of all other industries, like marketing between a manufacturer and resellers. This category will stay at about 9% of the overall interactive pie over the next five years, growing from $2.3 billion today to $4.8 billion in 2014 as B2B marketers adopt emerging media and improve the sophistication of existing efforts.
What happens when consumers' shared experiences are more interesting than anything your marketing department can provide? Marketers have to learn the tools of interaction in order to survive.
At its essence, Twitter is nothing more than an RSS feed. The tools are what make it so valuable. Online Best Colleges has come up with this great list of 100 Twitter tools that do everything from identify people you haven't tweeted in a long time to figure out how much time you waste on Twitter. And you can waste a LOT of time on Twitter!
Quoting:
"More than three-quarters of marketers surveyed said they will increase their social media spending during the next three years, according to Eloqua's "State of the Marketer" report. A full 74% said they plan to increase their direct e-mail spending while about two-thirds will spend more on mobile texting and SMS.
"Respondents were bullish on online ad spending overall, with nine out of 10 saying they would continue to increase their direct online ad budgets. The spending increases are likely to come at the expense of print ads, since 55% of respondents said they will probably decrease print ad spending in the next three years."
Influencer marketing is moving into the mainstream, with seven of 10 respondents to a recent study indicating that they'll target influentials in the coming year. The trend is most pronounced among marketers the researchers classified as "leaders," of those who use the most sophisticated tactics and tools.
The companies studied podcast advertising from February 2006 to March 2008 across multiple product categories and ad types. Unaided awareness for podcast ads was 68%, compared with 21% for streaming video and 10% for television.
“The data suggest audiences are paying close attention to show content and the embedded ads within them which greatly increased ad effectiveness in the studies,” said Doug Keith, president of Future Research Consulting. “The high unaided ad recall figures are no doubt the results of a less cluttered environment.”
“The studies showed a 73% increase in likelihood to use or buy an advertised product," said Velvet Beard, vice president at Podtrac. "The studies showed that 69% of audience members have a more favorable view of in-show advertisers."
Development #1: Advertising agency McKinney, eschewing the conventional corporate holiday card mailing, "incarerates" 24-year-old production coordinator Ben Eckerson in a snowglobe. (12/13)
Why It Matters: The snowglobe was one of the most innovative B2B viral marketing campaigns ever. In addition to creating a solid social media-optimized campaign (live video feed, Facebook page, MySpace page, blog, social bookmark links, online store) McKinney leveraged the opportunity to create an HR bonanza, linking to "Jobs At McKinney" on every page. In its third day, CBS' Early Show picked up on the story.
Business Value: By using a lot of creativity and an even measure of social media to optimize a seemingly mundane corporate communications platform, the holiday card, McKinney made national news, dozens of blogs, and likely netted a few really creative young hires. I'll check in with them in 60 days to see if that part worked.
Development #4: Pligg prepares the launch of Fraxi, a product that allows people to set up quick Digg-like social news aggregators, much like Ning allows users to set up social networks in minutes. (12/19)
Business Value: Brands that aren't very tech-savvy will be able to set up vertical specific news-sites and enable community interaction, without overhauling their entire website.
Actionable: Talk to your team about how current conversational portals are doing on your site, in terms of engagement, and see if installing something like Fraxi could increase that level of engagement.
95 items | 84 visits
Trends and research about social media
Updated on Oct 16, 10
Created on Oct 23, 08
Category: Computers & Internet
URL:
- Paul Gillin on 2008-01-03