Posts tagged with 'ROI'
In the digital world, tracking ROI is supposed to be easy. After all, there are so many tools for analyzing traffic and conversions, and attributing them to particular sources.
But in reality, tracking ROI isn't always as simple as it would seem. Many marketers, for instance, still focus exclusively on the last click despite the increasingly sophisticated tools that are capable of going beyond the last click.
As a result many either misattribute conversions to the wrong source, or miss them altogether.
Having launched a suite of advertising solutions over the past year, Twitter has answered one of the questions that had previously plagued it: will the popular social media hub ever find a business model?
But now that advertisers are using Twitter to promote themselves and their products to its audience, there's a new and even more important questions: is it delivering a return? According to some reports, the answer is in many cases a resounding 'no.'
Advertiser interest in Facebook has grown rapidly over the past several
years. With more than half a billion users, it is the biggest
social networking hub in the world, making it one of the top digital
platforms on which to reach consumers.
Its self-serve advertising platform, however, has received mixed
reviews. Unlike, say Google AdWords, advertisers don't necessarily have
'intent' present with every click, and converting Facebook traffic has,
for many of them, been challenging.
The platform's saving grace: it's
generally pretty cheap. But that may be changing.
Over the past two years, Facebook has fast become a major area of
interest for brand marketers.
Lured in by the social network's 500m+ users, some marketers are evoking memories of the AOL days, going
as far as to promote Facebook Pages over their own websites.
From storefronts to movie rentals, brands are increasingly
focusing on trying to use the site as a platform for commerce. Some
believe Facebook commerce, or f-commerce, could be the next big phase in
the evolution of ecommerce.
But according to a report by Forrester
Research's Sucharita Mulpuru, despite all of the talk about f-commerce,
Facebook isn't likely to become a retail force.
Email is dying, again. If you didn't know this, you must have been waiting for the email.
According to comScore, usage of web-based email plummeted again last
year, and that means that the "email is dying" crowd is out in full
force, once again promoting the notion that the mobile phone and social
media are making email irrelevant.
2011 is here, and for social media, it looks to be a good year.
After all, 2010 was a banner
year. Spurred by the growing popularity of popular social media hubs
like Facebook and Twitter, many marketers upped their investments in
social media last year. And this year, a good number are expected to up their
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?