Pinterest’s rapid rise in popularity means it is now the third most popular social network in the US after Facebook and Twitter.
As such, marketers can’t afford to ignore it; particularly as evidence suggests that its users convert at a higher rate than those from the bigger social networks.
To see whether brands are taking Pinterest seriously as a marketing tool, I looked at which of the top ten retailers have Pinterest accounts and how they are using them.
One of the main problems when searching for brands on Pinterest is the number of fake accounts that exist. For example, there are around 12 different accounts that purport to be for Amazon.
Spending on mobile search in the US increased 333% in Q2 2012 compared to the same period last year, according to a report from IgnitionOne.
Impressions are also up 130% year-on-year (YoY), and clicks increased 325%.
Overall, mobile search made up 14% of total search advertising spend in Q2, up slightly from 12.3% in Q1.
This is similar to Q1 stats reported by Adobe, which found that mobile now accounts for 8% of US search spend compared to 11% in the UK.
IgnitionOne’s report shows that of the overall mobile search spend, tablets account for 60% with smartphones making up the remaining 40%.
Twitter is the perfect medium for sharing links to your content and driving traffic, but it’s not enough to simply publish content and hoping for the best.
To give yourself the best chance of gaining retweets and clicks you need to know when to tweet and how often.
A new report from Buddy Media, Strategies for Effective Tweeting, analysed user engagement with 320 Twitter handles of the world’s biggest brands.
It looked at the replies, retweets and engagement each received between December 11, 2011 and February 23, 2012.
Here are seven of the tips it came up with...
When the EU e-Privacy Directive was first announced, it was thought that the internet would collapse as we were hit with a wall of pop-ups asking for cookie consent.
We were told that users would opt-out of cookies in droves, making it impossible for websites to measure traffic, target users with offers or advertising.
Google says that 40% of mobile search has local intent, meaning that people are looking for information on products and services in their immediate vicinity.
This is a huge opportunity for businesses such as restaurants, hotels and bars that consumers may be looking for at short notice.
Similarly, shoppers may be looking to compare prices while in-store or looking for the nearest outlet of their favourite brand.
With this in mind, I searched for hotels, restaurants and women's clothes in my immediate vicinity to see whether brands that appeared in the local search results were making the most of mobile traffic.
Nearly half (45%) of UK consumers are willing to accept branded communications via mobile if they are delivered according to their opt-in terms.
The new survey, conducted by Velti, found that consumers will only sign up to communications from three companies on average, making it difficult for brands to take advantage of this opportunity on a wide scale.
When respondents were asked what type of companies they would opt-in to receive information from, mobile network operators came out on top (42.4%), followed by retailers (25.6%), financial services firms (16.9%) and travel companies (16.5%).
The survey also shows the importance of mobile email. While 36.9% of consumers prefer to receive messaging on a mobile (SMS – 24.3%, MMS – 5.1% and mobile optimised email – 7.5%), 78.3% said they prefer email marketing.
Poorly timed social media and email campaigns mean that retailers are failing to maximise user engagement, according to a study by Yesmail.
The report looked at campaigns run by major retailers such as Abercrombie & Fitch, Diesel, Gap and Ralph Lauren, over a three-month period.
It found that “many social media and email campaigns do not match up with consumers' patterns for when and how they engage with brands”.
As a general rule, Facebook campaigns achieve the highest level of engagement on Tuesdays, yet that day ranks fourth in terms of when actual campaigns are deployed.
A new report into the efficacy of banner ads claims to dispel myths about low CTRs and conversions.
Published by display ad firm Criteo, the report is essentially a rebuttal to a comScore research paper from 2008 entitled ‘How Online Advertising Works: Whither the Click?’
ComScore found that a small subset of people, less than 10% of all internet browsers, were responsible for more than 80% of all clicks.
It concluded that those who click on banner ads tend to be younger and with low income, so were “hardly an attractive target segment for most advertisers”.
Criteo disputes these findings, claiming that people who click ads are more likely to make a purchase, and the more ads a user clicks on the more products they will buy.
The report highlights several ‘myths’ about banner ads, and then seeks to dispel each one...
Mobile search is growing rapidly, increasing by 250% for Q1 year-on-year as traffic on mobile devices increased four-fold. It's also a trend that looks set to continue.
Mobile now accounts for 11% of all UK search spend compared to 8% in the US, yet many companies have been slow to wake up to the opportunities that it presents for increasing brand awareness and customer acquisition.
One such case in point is paid search. Brands are spending big bucks on some keywords, but are neglecting the mobile searcher. This not only reduces the opportunities for acquisition, but could also negatively impact Quality Score.
With this in mind, I looked at which brands are most visible for each of the three most valuable keywords (mortgages, insurance and loans), and whether they make the most of their prominence by linking users to a mobile site.
Facebook’s mobile app has long been its weak link, and despite constant updates it still offers a poor user experience.
Throughout 2012 it has been busy acquiring companies that had achieved some success in mobile, including Karma, Glancee and Instagram, yet improvements to the Facebook app have been negligible.
While app design is a complicated science, there are a few basic issues that Facebook could try to resolve that would vastly improve the user experience.