In this post, bear with me and you’ll get a couple of case studies and some best practice from brands using TV and promoted tweet tie-ups.
Before I give you the fun stuff, I want to say that best practice is all that matters. Ignore all the stats about engagement and sales uplift.
I don’t usually advocate ignoring stats, but as B2B marketing and service industries now pervade major cities of the developed world, we are awash with stats. And stats that claim to explain general concepts, such as generic increase in purchase intent after viewing a promoted tweet that references TV, are not helpful to you.
Yes, these stats succinctly explain the perceived benefits of advertising on Twitter, but like all data, it’s only that which directly pertains to your company that is of use.
There’s no point examining averaged trends when what you’re interested in is your business. Being blinded by amazing engagement stats will mean you don’t think properly about your campaigns. The last thing you want to do is drip out a poorly conceived set of promoted tweets and have faith they will deliver ROI.
The success of your marketing and advertising is dependent entirely upon detail; detail that’s way more granular than simply what channels you decide to advertise in.
Brands love social media, and as evidenced by the number of high-dollar acquisitions of social media monitoring and analytics firms last year, they love the data that social media generates.
And, on the surface, there's a good reason for that: popular social networks like Facebook and Twitter give brands a front-row seat to the collective conversation consumers are having about their products and services. From that conversation, brands may, in theory, be able to gain valuable insights that help them connect with consumers and serve them better.
Clothing retailer Gap delivered 2.5m mobile ad impressions in just over two weeks through a campaign that combined traditional display advertising with geo-fencing technology.
Display ads were placed at transport locations, including bus stops, in New York, San Francisco and Chicago.
Ad agency Titan then created a geo-fence around these, which served an ad through Zynga’s Words With Friends app that included a coupon for $10 off a $50 purchase.
Each month, hundreds of millions of individuals around the world log on to Facebook and this year, the world's largest social network will likely register its billionth user account.
That, for obvious reasons, has made Facebook an attractive platform for businesses and marketers looking to reach consumers.
Amazon is online retail's 800 pound gorilla, but even so, it has tried to play nicely with others. One of the ways it has done that is with the Amazon Marketplace, which allows third parties to sell through its site.
The Marketplace accounted for over 30% of Amazon.com's unit sales in Q4 2010, and has helped fuel at least some of Amazon.com's continued impressive growth.
Startups like Klout may have a hard time convincing brands they can prove how influential social media followers are. But dozens of studies
aim to figure out why consumers are mentioning, following, or
friending brands via social media.
The latest is from Empathica, which surveyed over 15,000 Americans and Canadians, to deliver its take on who's following brands and why.
While comScore predicts holiday shoppers will spend more than $32 billion online this year, that's just a fraction of the $852 billion Deloitte expects in overall holiday spending. So what's keeping more of that money from being spent online?
Stats from Millward Brown
reveal factors keeping shoppers tied to the retail store experience. They also shed light on three ways etailers can make the online shopping experience more attractive.
The social mediasphere can be a cruel place for brands when they make a mistake. American clothing retailer Gap learned that the hard way when it unveiled a new logo on gap.com earlier this week.
The new logo didn't go over too well and received a hefty dose of criticism on Twitter and in the blogosphere. So yesterday Gap threw in the towel and reverted back to its old logo.
Just last month Gap Inc continued its expansion by finally launching European e-commerce sites for both the Gap and Banana Republic brands.
It is puzzling that these brands and a number of close competitors have waited so long to take the step, but now that they have, the opportunities are immense. However, as a data marketer, I’m not so sure Gap is currently making the most of the multichannel opportunity.
Groupon is one of the e-commerce success stories of the last year. The group buying site's revenues are skyrocketing, and its half price deal with Gap sold 441,000 units last week. That translates to $11 million in sales in one day. Groupon has now announced that more national deals will roll out soon.
This is clearly good news for Groupon. But will it be good for Groupon's partners? Maybe not.