Social selling may seem like an oxymoron to many marketers. We are told that a good social media marketing strategy is supposed to focus on building a community not being salesy. Well, yes, that is true but it is also true that a business needs to make a profit to survive; so, that is where the idea of social selling comes in. Social selling is about leveraging and connecting with your online community to reach sales goals. Continue reading
Running a small business is very time-consuming, so having tools that can help nurturing your leads is almost priceless. By using marketing automation, you can deliver the right information to your customers and potential customers at exactly the right time via email.
More than anything else, a company’s website is the public face of their business to the world. Consumers are doing more research than ever before when looking to buy a product or service; and when doing that research, if a business does not have a website they will typically loose any potential business from the customer because consumers are finding businesses without websites unprofessional. Continue reading
I have had the great opportunity to work with Matt Wesson, a very talented marketing content specialist and graphic designer, on the development of the infographic below about the rise of “Social Media Command Centers”.
In the recent months, many major brands have developed what they are calling “Social Media Command Centers.” These centers are state-of-the-art listening hubs that allow brands to monitor their presence on major social platforms and be ultra-responsive to conversations happening about their company. However, with all their glamor, are these command centers really capable of delivering results, or are they just for show?
The following infographic, looks at three of the most noteworthy examples of social media command centers: Continue reading
Twice a year, a global platform brings together people interested in better understanding and leveraging social media for their companies or clients. Social Media Week is a bi-annual world-wide event centered around the social, cultural, and economic impact of social media. This year’s second global platform was held in 13 cities from September 24th to the 28th:
Manta recently completed a survey of 600 small businesses across the United States to determine level of activity from small businesses on social media, and how valuable it is to the growth of their businesses.
The following infographic breaks down the findings of the small business social media survey, including: Continue reading
Mobile usage by consumers has been on the rise, and it isn’t slowing down. Because of this trend, it is becoming more important than ever for companies to understand how consumers are using mobile devices to learn about products and complete purchases.
Moosylvania, an independent advertising agency in St. Louis, conducted a study to analyze how mobile usage has altered the consumer path to purchase. The study focused specifically on smart phone and tablet usage, and how purchase behavior differed by device, including: Continue reading
The internet has been a buzz this week with discussion of Facebook’s IPO, and rightfully so. It seems like we have all been try to guess when and if it was finally going to happen. But, the loudest rumblings about the social media giant going public have been about the value of the company. There are lots of questions about the validity of the company’s worth, especially in regards to its advertising revenue source. While many stand by Facebook’s advertising offerings, I wondered if they were truly valuable and how they compared to the global internet leader Google.
Below is a great infographic that breaks down the advantages and disadvantages of the two biggest internet giants: Facebook and Google.
Who Brings the Most Value to the Table? Facebook vs. Google
In the Battle for Best Online Display Advertising Network
To determine which company offers the most value, they were judge on five categories: advertising reach, revenues/growth, advertising performance, ad targeting options, and ad formats. The following are a few takeaways from the competition:
- While both companies have extensive reaches, Google’s network (including YouTube and Blogger) offers advertisers the ability to reach over 90% of the entire online audience
- Every month, Facebook gets over 1 trillion pageviews
- On average, Google ads have a click through rate 10 times higher than that of Facebook ads (sometimes even 36 times higher!!!!!)
- Only Facebook offers targeting options for customer interests, education, likes, and work
- Facebook and Google both offer demographic and location-based targeting for advertising campaigns
- Facebook does not currently offer any mobile advertising options; however, Google does offer mobile advertising
- Google offers advertisers multiple ad types and sizes, including text, image, video, and mobile game ads
- Facebook ad’s are a “one-size-fits-all” format with a very limited number of characters
And the winner of the title for most valuable online display advertising network is……….
Really you had to ask?
Google wins this competition by a landslide. In all actuality, after reading these facts, I can’t help but wonder if Facebook wants to be a real competitor in the online display advertising network. Because it doesn’t really seem like it.
Do you think Facebook could even be a strong competitor to Google’s ad network? Have you done a Facebook ad campaign before, and if so did you see positive results?
I recently watched the WebTrends webinar “Adapting to Your Dynamic Customer Base” presented by Jeremiah Oqyang and Susan Etlinger of the Altimeter Group, and Justin Kistner from Webtrends. It was a very insightful presentation about what the dynamic customer is, what they expect from you, and how to meet their needs. The following is a recap of the exciting presentation:
In the last few years, there has been a drastic change in consumer behavior. Consumer purchase behavior no longer follows the purchase funnel of
Consumer behavior has become more dynamic, and in turn so must business’ marketing strategies. There are three emerging practices in the new dynamic customer journey:
- Media Shift
- Multiple Screens
- New sources of data
These emerging dynamic consumers want to engage with a business through social media, mobile, and websites. The opportunity to reach the new dynamic consumer is found in building brand presence through an integrated campaign. Brands should focus on creating a community using multiple platforms, such as:
- Main website
- Mobile websites
- Mobile app
In order to reach the emerging dynamic customer, use diff media types, new screens, and new sources of info. Using social media as part of your integrated marketing campaign has become vital because consumer’s now view their peers as experts and trust them most. Mobile apps and websites enable brands to reach consumers at the point of purchase. Mobile and social media campaigns are truly intertwined and show not be considered separate campaigns.
“More than 50% of adults are buying on smartphones today, more than 2/3 have the device in-store, still many aren’t being served.”
In order to track and determine success of a marketing strategy that spans multiple devices and channels, businesses need to determine measurements that will expand into all areas of the digital landscape. The following new measurements have evolved:
- Innovation: Collaborating with customers to drive future products and services
- Brand health: A measure of attitudes, conversion and behavior toward your brand
- Marketing optimization: Improving the effectiveness of marketing programs
- Revenue generation: Where and how your company generates revenue
- Operational efficiency: Where and how your company reduces expenses
- Customers experience: Improving your relationship with customers, and their experience with your brand
One of the biggest challenges for measuring how dynamic customers using an integrated campaign is the inability to track users using multiple devices. While cross domain tracking in social media is available, cross device tracking for mobile is not. (Deciding to view site on a smartphone then on a tablet) There is no single ROI for social media or integrated campaigns, ROI will differ by corporation, divisions, and business objectives.
Have you seen a change in customer purchase behavior? Do you think of yourself as a dynamic customer?
Mobile usage is on the rise as more and more consumers are purchasing smartphones and tablets. Mobile marketing, whether through advertising, a mobile site, or an app, is the best way to reach your customers at the exact point of purchase. With mobile marketing you can reach customers at the moments that matter the most.
Google understands the importance of mobile marketing and also that it can be quite intimidating to those of us that have not ventured into this media before. To help people understand and build their own mobile marketing strategies, Google has created “The Mobile Playbook: The Busy Executive’s Guide to Winning with Mobile“.
The playbook is broken down into 5 easy sections – the 5 most importance mobile questions a executive should be asking:
- How does mobile change our value propositions?
- How does mobile impact our digital destinations?
- Is our organization adapting to mobile?
- How should marketing adapt to mobile?
- How can we connect with our tablet audience?
This playbook offers great tips and resources for serving the mobile customer, creating mobile-optimized websites, building branded mobile apps, developing a mobile search strategy, understanding mobile brand building, integrating on-line and off-line marketing channels, and adding tablet to your strategy.
In each section Google includes great examples and case studies on how other companies have successfully reached their mobile customer, including:
For a concise to-do list for implementing what you learn in the playbook, check out the conclusion section for a checklist of the top 10 things to remember when diving into mobile marketing.
- Define your value proposition by determining what your consumer wants to do with your business in mobile. Benchmark against others in your industry for ideas.
- Build a mobile website. Once you have a mobile website, check the stats and optimize based on consumer usage.
- Build an app for a subset of your audience after your mobile site strategy is in place. Don’t forget to promote your app.
- Assign a Mobile Champion in your company and empower them with a cross-functional task force.
- Set up a meeting with your agencies about what’s working and what’s not for your brand on mobile and tablets.
- Search for your brand in mobile, as a consumer would. Take 5 minutes and do this today. What’s working? What’s not?
- Separate mobile-specific search campaigns from desktop search campaigns so you can test, measure and develop messaging specific for mobile.
- Run rich media HTML5 ads to extend your branding message to reach the mobile audience.
- Assign everyone in your marketing org the action item of reviewing their programs through a mobile lens.
- Check out your tablet consumer’s experience with your brand. Take 5 minutes today and search for your brand on a tablet as a consumer would. What’s working? What’s not? Maximize the tablet environment with rich media creative.
Does your company have a mobile website? How do you plan on using mobile marketing in the future?