The idea of being helpful, of providing content and resources to prospective and current customers that may not have anything to do with your organization, is a new and radical concept for many marketers.
"You mean you want me to publish content that doesn't sell my product?" The idea is simple: give people want they want and eventually they consider you a trusted resource.
But is being helpful enough? Is helpfulness really useful? Or are marketers spinning their wheels creating content that, even though it's helpful, no one really wants?
Although being helpful is something marketers should strive towards as a way to foster engagement, useful should be the end-goal: giving people content they need to solve their problems, when they need it, and in the specific format they want.
Interviewing is a pain, as is leaving your desk to go ask questions of someone to ensure a personable real-life reply.
Interactly offers the ability to pose questions and harvest video answers recorded by your interlocutors on their webcams.
We spoke to CEO and founder, Rogier Trimpe, to ask him about this time-saving product.
We all have an intuition as to the relevant merits or otherwise of 'the impression'. If a blog post on Econsultancy gets 5,000+ views, I know it's been relatively popular with our audience, considering we get around 1m views a month.
A lot of page views is generally a broad indicator of quality, at least on this blog. Quality could be defined as great entertainment, or helpful best practice.
Quality doesn't necessarily dictate time spent on page, a great post can still be quick to digest. Nor does quality dictate a low bounce rate, especially as we get lots of views from social referral (of course, if time on page was 30 seconds, and bounce rate 96%, there would be mighty cause for concern).
If a post doesn't get many views, but I receive some good comments from learned readers, I'll generally be happy, and hope the post will bring in more traffic over time.
What am I trying to get at here? Well, measurement is a science and an art. There are trends that cannot be repudiated, as well as intuition that must be followed.
There are many ways to skin a cat, but the worst thing you can do is skin the cat without explaining why the cat was flayed in such a way.
In this post I'm going to look at a possible crisis in some areas of measurement and market research. Please add your comments below.
Social media monitoring is a complicated industry, populated with hundreds of different tools, varying from the dirt cheap to the shockingly expensive.
The versatility of these tools also means that there are countless uses for them, and keeping track of just which tool you would want and why is understandably a headache for many.
To help you navigate this maze, I’m going to lead you on a journey through some of the key ways employing a monitoring tool can help you and your business.
Thanks in no small part to the internet, we live in a global economy in which companies can compete in markets they never would have a decade or two ago.
For B2B businesses in particular, globalization has created countless market opportunities. But exploiting them isn't always easy, and for companies already overwhelmed by the number of marketing options they have in their home countries, international marketing can seem like a daunting challenge.
The proliferation of mobile devices has opened up a number of new opportunities for marketers to communicate with their customers.
We tend to focus mainly on m-commerce and mobile advertising as that’s where the bulk of the revenue is, but new data from eDigitalResearch shows that mobile is also a great way to conduct market research.
Around 10% of eDigitalResearch’s surveys are currently completed on mobile, a figure that has doubled since July 2011.
With this in mind, it interview 649 UK respondents through mobile devices to find out more about how mobile users are taking part in research studies.
It found that almost three-quarters (72%) of respondents had previously completed a survey on a mobile device and 82% said they were likely to take part in survey from their mobile in future.
Usurv is a new market research firm that uses a network of websites to run fast, cost effective surveys.
Clients can target different demographics and see the results start to roll in within the hour.
To find out more about how it works and who started the company I spoke to marketing director Guy Potter...
Facebook has made it even easier for fans to interact with brands - at least the brands that are willing, staffed to handle the increased engagement, and of course have the feature enabled and turned on.
Message, a feature that was introduced to the world immediately following fMC in NYC on February 29th, provides a way for brands to engage in one-to-one conversation with the consumer.
The brand is able to surrender the megaphone and in turn, receives the consumer’s attention and honesty with trust being the desired outcome.
Large multinational corporations and consumer brands spend big bucks on market research, and for good reason. Figuring out what consumers are thinking about and what they want can help inform crucial product development and marketing decisions.
If you're an entrepreneur or small business owner, having access to similar market research insight is probably a very appealing proposition, but the costs typically put that market research out of reach.
Google is hoping to change that with a new offering called Google Consumer Surveys.
It’s clear “everyone’s doing it” when it comes to marketers and social media –
but that doesn’t mean everyone understands why. Examples of social media successes and failures abound, but with
minimal standardization, it's not easy to benchmark one company's strategy against a competitor's, or the industry at
FedEx and PR and marketing agency Ketchum have a new study on the matter. Surveying more than 60 brands such as AT&T, Cisco, Southwest Airlines, Chevron and GM, their research found marketers fall into three distinct buckets in terms of their social media efforts.