As more and more marketing dollars flow to digital, marketers are increasingly active in multiple online channels, including search, display and social. Yet making sense of how they all relate to one another, and optimizing marketing spend across all of these channels, still often poses significant challenges.
Last week, marketing provider SearchIgnite launched a new solution designed to break down the silos that keep marketers from managing multiple channels.
For many businesses, search ads, namely Google AdWords, seem like a panacea for acquiring customers. After all, your potential customers are searching and search advertising seems like the ideal way to connect with them when they're searching for the product or service you're offering.
But as powerful a marketing tool as search ads have been for millions of businesses, search ads don't work for everybody.
When discussing Groupon, it's quite clear: the group buying business
model is financially viable. For Groupon. What's less clear: whether
Groupon's business model is financially viable for businesses.
One of the reasons it's not clear is that many -- if not most -- of the
local business owners who have tried Groupon don't publicly reveal
detailed results of their Groupon campaigns.
Thanks to marketer interest in social media, we're quickly learning what social media is capable and not capable of. And by in large, it's capable of doing a lot.
Case in point: it appears that Old Spice's critically-acclaimed YouTube/Twitter campaign has indeed boosted Old Spice Body Wash sales -- by a whopping 107% in the past month according to Nielsen. This is 'success' by any definition. But just what kind of success is it?
Imagine an advertising and marketing platform that reaches
billions around the world, and doesn’t cost you a penny.
Free to get
involved, free to share and promote content, with a massive locked-in
audience who will actively promote your content for you.
Unfortunately it doesn’t exist. Social media is many things but despite
several statements to the contrary, free is not one of them.
When planning a social media campaign, inevitably the
question of measurement will arise. Now that we're realising that follow counts
aren't the be all and end all, ROI in social media has become an increasingly
fragmented and complex subject.
Depending on the nature of your campaign
and the tools you're using to run it, you may feel that tracking leads,
driven traffic, 'likes' or retweets are most important, or you may
feel that none of these are helpful.
With so many options available to
you, it's sometimes difficult to measure exactly how well you're doing.
Imagine being able to visit a local business, 'check-in' by taking a
picture proving you've made a purchase and receive rewards, including
points that can be exchanged for cold hard cash. Looking to cash in on
the rise of location-based services like Foursquare, a new service
called WeReward wants to bring that experience to the masses.
The pitch to business owners: we'll get consumers to buy from you and
give you a way to reward them for their "patronage." WeReward describes
its service as "a global loyalty program that you control locally."
Many businesses are increasingly comfortable with social media, and many more have decided that social media is far too important not to experiment with.
But the growing level of maturity in the world of social media doesn't mean that mistakes are uncommon. To the contrary: many businesses make the same mistakes over and over again. Here are 10 of the most common.
Companies are gradually becoming more sophisticated in their email marketing efforts, with greater use of personalisation and segmentation in their campaigns.
The Econsultancy / Adestra Email Census 2010 also finds that, though some areas are improving, too few are integrating email with other marketing activities, while many still don't know their ROI from email marketing.
I recently wrote a post where I revisited a number of social media statistics, which attracted a lot of attention. Among all of the feedback one trend stood out: people need more information about return on investment from social media. So I’ve decided to bat a few things around, as it’s quite a complex subject.
We've written extensively about social media ROI in the past, and have also highlighted some social media engagement metrics that should help you. And now, I’ve gathered various opinions from some of the British heavyweights in social media, as everybody has different thoughts about this particular area.