Change is constant and digital marketing is no exception. In 2013 we’ll see digital marketing excel at exciting pace. With the end of the year fast approaching, it’s worthwhile to look ahead and help digital marketers prepare for the future.
Via Hannah Kramer
Through a credit crunch, recession, housing crisis and jobless recovery, Americans find it hard to stay away from the stores come Thanksgiving weekend. Beginning on Black Friday - the day when retailers offer their biggest discounts in hopes that the revenues bring them "in the black" - and wrapping up with the online sales of Cyber Monday, the number of people shopping has been steadily increasing since 2006.
You may love or hate Facebook, but surely it has gained its place in the marketing mix of small business owners. However, despite Facebook’s continuous efforts to drive more businesses to the platform, the information available to potential advertisers is somewhat confusing. This is why this post is a starter’s guide to Facebook advertising, explaining the difference among all the different ad formats.
Because of the power of word-of-mouth, knowing who your company's top influencers are can be a great asset. Read on for how brands of all sizes can benefit.
The advent of social media has changed how businesses function across all departments -- from sales techniques to marketing strategies to customer service efforts. And because word-of-mouth is the most trusted method of advertisement, there are many opportunities online for businesses of all sizes. Social networks are ripe grounds for conversation through reviews, complaints, praise, questions, etc. In fact, consumers tend to believe and trust the opinion of someone they know or a consumer opinion online over traditional advertising or marketing, making word-of-mouth one of the most powerful techniques in business. A glowing or scathing review from a trusted source can make a huge impact on a brand or a consumer's purchasing decisions.
Brands should take advantage of the way social networks function. There are highly influential social network users whose opinions are trusted -- and many have a hefty following to boot. These users can act as top tier ambassadors for a brand, especially if there is a good relationship between the individual and the brand. This is why companies of all sizes should identify who these influencers are and reach out to them. There are tools that can identify top influencers by impact (those who have the highest following) and by volume (those who mention your brand or product most frequently).
Let's take a look at how three different businesses -- a major brand, a local business, and an independent music artist -- can benefit from influencer identification.
Everywhere you look, businesses are talking about the growth of mobile—and how it's changed the fundamentals of communication and commerce. In fact, by 2015, more people will use a mobile device to access the Internet than a computer.
As marketers, we need to consider how this phenomenon changes the game. When assessing mobile, most of us immediately suffer from “shiny object syndrome.” We get distracted by the idea of flashy, expensive mobile apps and SMS campaigns. But let’s get real for a minute. Whether you’re a marketer for a B2C or B2B business, think about the mobile basics first before you approve that large purchase order for a shiny new app.
Look at how you use your iPhone. When it comes to games, social networking, music and maps, your first choice is likely an app. But in most cases, you tend to pull up a browser, right? According to mobiThinking, once they’ve been downloaded, one in four mobile apps never get used again. So as marketers, we need to stop thinking about having the coolest mobile app, and start thinking about the ways customers use these devices on a day-to-day basis.
Even as mobile commerce continues to accelerate—making up almost 10 percent of 2011 Black Friday sales—some brands and companies still aren’t covering the basics. B2C businesses have a much higher percentage of customers who are shopping and browsing via mobile devices than B2B, but many B2C brands still have less-than-ideal mobile experiences.
So next time you think about spending a lot of money on a new mobile marketing campaign, think of the basics first and ask these simple questions:
1. What percentage of your customer digital interactions and web visits are coming from mobile devices? How are they trending?
2. How well do your important web presences render on popular mobile devices? What is the experience like? How are your bounce rates from mobile devices?
3. Are your email campaigns optimized for mobile? Do you have an email platform that provides mobile previews?
Keep these basics in mind, but don't be afraid to experiment. The important thing to remember when designing for mobile is to prototype and iterate on your site. And of course, be sure to measure and monitor the results. If you prove enough mobile ROI, you can pay for that shiny new app you’ve been after!
It is no secret that Social Media has become an important part of Search Engine Optimization. All search engines are taking social signals as one of the biggest factor in search engine ranking. As a marketer, you cannot ignore the social context in your overall SEO strategy.
SEO is not dead. and also, Social Media is not going to replace SEO. SEO will always be around but social media will have a huge impact on search engine rankings in the coming years.
In this post, I will talk about few popular social media sites and how they impact SEO.
In the last few years mobile website design has exploded, but knowing what to do and where to start can be tricky. Mobile website design is not just a question of a mobile site or an app - there are a range of options in between and aspects to take into account.
To help you out, we have gathered together 20 top tips on what to consider when defining your mobile strategy and designing for mobile.
Mobile media is changing fast. So fast its hard to look five minutes ahead, let alone one year. We asked our Mobile Conference speakers, “What will mobile ads look like in five years?”
The smarter our devices and networks get, the more contextually aware our potential communications will become. Today we can utilize location and some social connections, but it’s likely that in the near future additional elements like our activity stream data, purchase preferences as well as environmental factors from the sensors around us will deliver a higher degree of relevance than possible with today’s technology.—Jonathan Greene, managing director of mobile and social platforms, R/GA
Mobile ads will be more interactive than they are today, providing opportunities for readers to initiate multimedia and other content within the frame. They will be better integrated into the user’s reading, viewing and listening experiences. And they’ll likely involve sponsor content or be explicitly presented as a mechanism for making premium content available for free, as Spotify does with advertising in its free music service. —Kevin Delaney, editor-in-chief, Quartz
Technology has changed so much even over the past year that it’s hard to even imagine what ads will be look like in five years. But we could easily foresee ads on our mobile phones being seamlessly triggered by your geographic location, proximity to retailers and past purchase/browsing behavior. We always talk about mobile being the most “personal” ad platform, and that’s what we see as the true holy grail of mobile advertising: ads that are tailored to your likes, behaviors and buying habits.—Brian Colbert, vp of mobile advertising sales, Pandora
As the standard technology in our phones progresses e.g. increased processor speeds, quicker network access, better cameras, more sensitive sensors (accelerometers & GPS etc) we can expect to see ads and experiences that use more natural user interactions. Imagine asking questions to a brand, or just waving your phone over a space to figure out if the object your just saw on an ad would fit in the space you are standing in front of.—Alastair Green, executive creative director, Team One
paidContent.orgRandom House Launches New Digital-Only ImprintsPublishers WeeklyRandom House moved to expand its digital publishing program with plans to launch three new digital-only imprints: Alibi, a mystery-thriller line, Flirt, a YA/New Adult ...
Anything successful has context. Remember this. You’re going to need it as we move in to 2013 because, let me tell you now, stuff’s about to get real. We’ve spent the past few years as marketers wrapping our brains around the changing landscape.
The calendar year wouldn’t be complete without a few social media fails.
In 2012, plenty of big brands and organizations suffered serious backlashes on social networks like Twitter andFacebook for offensive tweets, questionable ad campaigns or controversial company statements. Some, like McDonald’s, attempted good-natured social media campaigns that simply took unexpected turns. Others, like StubHub’s and KitchenAid’s Twitter accounts mistakenly send out shocking tweets.
If there’s one lesson to take away from this year’s fails, it’s that brands need to be particularly careful when it comes to tying a promotion or post to a big, public event. Several of the businesses on our list were heavily criticized for posts relating to the presidential election and Hurricane Sandy, for example.
Owning your content As is the way with Facebook, Pinterest’s terms for brands state that any content you upload onto your profile essentially remains the property of Pinterest, even after you delete your account. They state specifically that “Pinterest and its users may retain and continue to use, store, display, reproduce, re-pin, modify, create derivative works, perform, and distribute any of your User Content that other users have stored or shared through Pinterest.” The inclusion of users here is quite vague as it doesn’t cover whether this use or modification of your works extends beyond the Pinterest platform, which may cause concern for many brands.
What do social signals have to do with your SEO campaign? Maybe more than you think. And the divide between SEO and social media seems to shrink every day.
Google and Bing have both confirmed that social indicators are becoming increasingly important and that they are already being used to some degree, to create ranking results.
Twitter, Facebook, and Google+ are the most important to Google and, unsurprisingly, Google+ leads the way in helping to promote a site in Google rankings.
Choose your social sites wisely, integrate your efforts within your own site, and conduct some competitor analysis on the top performers in your industry. Then try these six techniques to improve your social indicators.
SUMMARY: It is difficult to prove social media’s worth in numbers or its value to other areas in a company. Because of this, many marketers may be missing key points that can both save time and help in getting the coveted budget increase.
A recent MarketingSherpa webinar, sponsored by Marketo, "How to Overcome the 5 Most Common Social Media Mistakes in B2B Marketing," lays out ideas from two experts on practicing social media in a way that will deliver worth that will make both a CFO and marketers happy.
Sharing your scoops to your social media accounts is a must to distribute your curated content. Not only will it drive traffic and leads through your content, but it will help show your expertise with your followers.
How to integrate my topics' content to my website?
Integrating your curated content to your website or blog will allow you to increase your website visitors’ engagement, boost SEO and acquire new visitors. By redirecting your social media traffic to your website, Scoop.it will also help you generate more qualified traffic and leads from your curation work.
Distributing your curated content through a newsletter is a great way to nurture and engage your email subscribers will developing your traffic and visibility.
Creating engaging newsletters with your curated content is really easy.