measurement | Internet Marketing Blog

Five big B2B content marketing mistakes

In 2011, marketers began saying that "content marketing is more important than advertising" and given the growth of content marketing in 2012, it would appear that they meant what they said.

And not just in the consumer space. Although selling content marketing to leadership has been a challenge for some B2B marketers, the use of content marketing at B2B organizations is growing rapidly.

by Patricio Robles 21 December 2012 16:07pm 4 comments

Making sense of marketing attribution [infographic]

Only 54% of companies are using any form of marketing attribution, though 89% of those that do report that it is had a postive effect on their business.

Our recent Quarterly Briefing: Making Sense of Attribution, produced in partnership with Adobe, found that adoption of attribution is growing, driven by social and mobile,

This infographic presents some of the key takeaways from that report.

by Graham Charlton 30 November 2012 09:40am 2 comments

Five easily-avoided content marketing mistakes

According to Econsultancy's recently published Content Marketing Survey, the number of search queries for the phrase 'content marketing' has more than doubled in the past two years, a reflection of the fact that more and more companies are turning to content marketing to promote their wares.

When used effectively, content can be one of the most powerful marketing tools, but many companies dipping their toes in the content marketing water are making huge mistakes in how they develop and execute their strategies.

by Patricio Robles 13 November 2012 15:58pm 6 comments

Which content marketing metrics are valuable for Econsultancy?

Recently, I looked at how respondents to our Content Marketing Survey Report are measuring the results of their content marketing efforts.

Following on from this, I thought I'd provide some insight into the content marketing objectives for the blog, the metrics we look at to measure success, and the lessons we learn from them.

by Graham Charlton 30 October 2012 11:13am 15 comments

The grey swan of marketing: measuring value

Advertising guru Sir Martin Sorrel talked about the ‘four grey swans’ affecting the global economy when he released WPPs quarterly figures last week.

Grey swans being known issues and black swans being unknown, unpredictable events. It was Rumsfeld-esque.

If we zoom into our own world there is a long list of things for marketers to be thinking about in a digital world which is changing more rapidly now than at any time in the last ten years.

But for me there is one big 'grey swan' - and that is how we measure value.

by Paul Mead 30 October 2012 09:10am 3 comments

Dark Social: Attributing the invisible

Earlier this month, The Atlantic posted a fascinating article on social media referral traffic.

In it, Atlantic senior editor Alexis Madrigal makes some bold claims about the history of the web and the way that we consider social traffic, coining the phrase ‘Dark Social’ in the process.

It’s a great post and I urge you to check it out, because in many ways I agree with Alexis’ sentiments, although I feel that this may not be quite the huge revelation it's been made out to be.

Here, I'd like to take a closer look at this and the relative importance and attribution of this traffic....

by Matt Owen 29 October 2012 11:21am 4 comments

80% of online retailers are using Google Analytics incorrectly

While Google Analytics is the most widely used analytics tools for e-commerce sites, a new survey suggests that the vast majority are failing to make the most of it.

The stats, from a DBD Media survey of 50 e-commerce sites, find that 73% of businesses are inflating traffic in their reports, while 67% haven't integrated social media tracking.

Here are some stats from the survey, while the findings from our Online Measurement and Strategy report shed some light on the barriers to effective use of Google Analytics...

by Graham Charlton 19 October 2012 09:56am 10 comments

Which content marketing metrics are you using?

Content marketing is all the rage right now, but how are publishers measuring the success of their content strategies? What are the most important metrics?

Of course, the answer may depend on the type of business and the aims of any content strategy, but some metrics are useful whatever the purpose.

I'll look at some of the responses from our Content Marketing Survey Report, sponsored by Outbrain...

by Graham Charlton 08 October 2012 10:04am 0 comments

Social media measurement: are you looking in the wrong place?

Last week we released the latest Econsultancy/Adobe Quarterly Digital Intelligence Briefing, looking in detail at the current state of social media measurement.

While 69% of marketers surveyed reported that social has a measurable impact on PR and analytics, and many felt that it gave huge boosts to brand recognition, it is also clear that a large number of companies are still struggling to identify clear social attribution.

The truth is, measuring a direct return from social activities is often fairly straightforward, but focusing on this may be clouding your ability to measure what's really important.

Let's take a closer look at Econsultancy's social channels and I'll explain what I mean.

by Matt Owen 12 September 2012 11:07am 5 comments

Get SMART with mobile

All too often organizations take a backwards approach to developing a mobile product offering and begin with a technology decision rather than a strategic plan. Statements like "We need an iPhone app" or "Let's do something with SMS" lead to siloed approaches and marketing fragmentation.

Success in mobile demands a systematic approach that begins with understanding your customers mobile usage, determining your product suitability to a mobile offering, defining your business objectives, and evaluating your level of commitment. Only once all of these steps are completed should you begin to implement the necessary technologies to achieve your mobile objectives.

by Greg Dowling 24 August 2012 17:57pm 1 comment