Can social media influence purchasing decisions? Lots of time and money
has been invested in a clear bet that the answer is 'yes'.
Some cite anecdotal reports regarding commercial activity on sites like
Twitter, for instance, as evidence that popular social media services
are playing an increasingly important role in purchasing decisions. But
is social media the boon to the influence of purchasing decisions that
many believe it is?
Eric Frenchman has been managing online advertising and CRM campaigns for over a decade. His corporate work has involved brands like AT&T, Diageo and Harrisdirect. Today, he's the principal of Eric Frenchman LLC and Chief Internet Strategist for Connell Donatelli Inc., an online agency focused on politics.
In 2008, Eric managed the online campaign of US presidential hopeful John McCain. We spoke with Eric to learn more about that experience, the lessons learned and how some of the techniques Eric and his team applied in the political campaign can be applied by digital marketers at large in advance of his keynote at Econsultancy's The Future of Digital Marketing conference.
When you read a news story about social media or come across a job posting for a 'social media expert', chances are the tools of social media will be front and center.
Twitter, Facebook, MySpace. If you had no exposure to social media, you'd probably assume that these popular services were the end all and be all of social media.
Make no doubt about it, social commerce is a reality online. From online reviews to cutting-edge social media experiments, user-generated content is playing an increasingly important role amongst businesses that sell and market online.
Bazaarvoice is a provider of social commerce technology and services. We spoke with Sam Decker, the company's Chief Marketing Officer, about the state of the market and how companies can make use of user-generated content to benefit their businesses.
Google launches a lot of new features on a regular basis. Many of them are important and worth reporting on.
But in my opinion, few are as important to digital marketers as yesterday's announcement that Google has made publicly-available integration between AdSense and Analytics.
The saying 'Timing is everything' is a simple statement that packs a powerful truth.
Add online advertising to the list of things it applies to.
What is a 'social media expert'? What qualifications does one reasonably need before being paid to assist businesses with social media campaigns?
Despite the fact that there are plenty of self-proclaimed 'social media experts' out there, these are two questions for which we don't have good answers.
Econsultancy's third annual UK Search Engine Marketing Benchmark Report was released last week; it profiles the UK search marketing environment, and covers paid search, SEO and social media.
One of the trends uncovered by the report, produced in association with Guava, is that social media is becoming a bigger part of the marketing mix, with 91% of search agencies already offering, or else planning to offer, advice and services to clients on how to make the most of social media.
Marketing effectively on the internet can be pretty tough.
Sure, search and email are awesome and, when done right, are two of the most accountable forms of marketing around. But ask about other forms of online marketing and you'll probably meet more marketers who aren't producing ROI (or who aren't even tracking it) than you will find marketers who are.
Almost 20% of email marketers in the US have no idea on the results of their campaigns as they are neglecting to track ROI, according to a new survey.
This echoes the findings of Econsultancy's recent Email Marketing Industry Census, which found that 42% of companies surveyed didn't know what kind of return they were getting from their email marketing efforts.