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Where Marketing Metrics Go Wrong | Marketo

Where Marketing Metrics Go Wrong | Marketo | Public Relations & Social Media Insight | Scoop.it
Here are some top analytics to avoid when measuring marketing ROI and proving revenue.

I recently wrote about how to build a data-driven marketing team. But what metrics should that team track? There are literally hundreds if not thousands of possible marketing management metrics to choose from, and almost all of them measure something of some kind of value. The problem is that most of them relate very little to the revenue and profitability metrics that concern the CEO, CFO and the board....

Here are the top categories of metrics to avoid....
Jeff Domansky's insight:

Jon Miller shares valuable tips on what metrics NOT to measure.

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Percent of TV Channels Viewed Drops to Single Digits, Nielsen Attributes Digital Choices

Percent of TV Channels Viewed Drops to Single Digits, Nielsen Attributes Digital Choices | Public Relations & Social Media Insight | Scoop.it

The hyper-fragmentation of consumer choice across all screens is reducing the share of choices they make to watch a TV channel. That’s among the top findings coming out of the latest edition of Nielsen’s “Total Audience Report.”

The report, which was released to clients Thursday, is the first to publish shares of channels received and viewed by the average American household in a while.

It shows the average number viewed has fallen to less than 10% of the channels they receive.

That’s down dramatically from the last time Nielsen published such data, which showed the average was still in the double digits....

Jeff Domansky's insight:

Research reinforces multiscreen and fragmentation of TV viewing.

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SEO Copywriting - An In-depth Guide to Rank High and Wow Readers

SEO Copywriting - An In-depth Guide to Rank High and Wow Readers | Public Relations & Social Media Insight | Scoop.it
SEO copywriting is the answer to one of the biggest challenges faced by many website owners these days. Users now have to create content that appeals to people and search engines alike.

After all, we not only want to rank well and generate traffic but also turn that traffic into buyers, customers, and subscribers, right?

These two goals used to be the responsibility of SEO specialists and copywriters and it used to be enough to be either or. However, the way search engines work today, that is no longer the case.

To be successful in today’s online market, website owners and online marketers need to master both sides of the equation and embrace what is known as SEO copywriting.

If you are unsure what hides behind that term, this article will not only explain what it is but also show you SEO copywriting best practices to start using right away.
Jeff Domansky's insight:

This is a really good introduction to SEO copywriting for newbies. Recommended for those who need to understand the basics better.

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4 Graphs That Illustrate How Facebook and Google Dominate Ad Revenue - MediaShift

4 Graphs That Illustrate How Facebook and Google Dominate Ad Revenue - MediaShift | Public Relations & Social Media Insight | Scoop.it

Our industry faces a well-known duopoly, with Facebook and Google commanding an ever-increasing share of digital ad spend, both in the U.S. and globally. I recently dug into the data and forecasts available, to better quantify (for my own benefit and hopefully yours!) just how much Facebook and Google are eating digital.

Global ad spend, across all channels (digital, TV, print, radio, outdoor, etc.) is growing annually on average by 5.6 percent from 2015 to 2020, and will reach $674 Billion from $513 Billion in 2015.


The U.S. market will represent 35 percent of the global ad market, reaching $234 Billion by 2020 with a slightly slower growth rate compared to the global average, at 5.0 percent from 2015 to 2020. This is expected as rapidly developing markets in the East and a growing middle class represent new markets on which advertisers can focus.

45% Of U.S. Ad Spend Will Be Digital
33 percent of ad spend in the U.S. was digital last year and that is expected to reach 45 percent by 2020. In real numbers, that’s a $60-billion market growing to $105-billion, with a Compounded Annual Growth Rate (CAGR) of 11.9 percent.


The growth of digital is more than 2 times higher than the growth of the overall ad market, which represents a tremendous opportunity for digital businesses. More people are accessing content online and more advertisers are spending their budgets online. Will the rising tide lift all ships?...

Jeff Domansky's insight:

Facebook and Google dominate digital ad revenue and here's a look at how the industry shapes up globally.

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Mobile apps responsible for 80% of digital media growth | Mobile Commerce Daily

Mobile apps responsible for 80% of digital media growth | Mobile Commerce Daily | Public Relations & Social Media Insight | Scoop.it

Mobile applications are responsible for 80 percent of digital growth and while they take up a massive chunk of all time spent on mobile, a report from comScore suggests that app marketers will have to work harder to cut through to the consumers they want to reach.

 

According to the report, mobile represents two out of every three minutes spent on digital media in the U.S. If brands and marketers want to capture that huge amount of time consumers spend on mobile devices, they will have a lot to compete with....

Jeff Domansky's insight:

Mobile gets two of every three minutes of time spent online.

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vealpepsi's comment, September 24, 6:13 AM

Thats sweet
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Top 17 Places to Spend on Paid Search Other Than AdWords

Top 17 Places to Spend on Paid Search Other Than AdWords | Public Relations & Social Media Insight | Scoop.it
But here’s the thing. When you need to get sales, and do it quickly, paid search is going to pave the way.It’s a lot quicker and less meticulous than building an SEO campaign from scratch.Another reason why I like paid search is because “PPC visitors are 50 percent more likely to purchase something than those that go through the organic search results.”But one trap that many digital marketers fall into is assuming that the only option they have is Google AdWords.Boy, are you going to be surprised....
Jeff Domansky's insight:
Pay-per-click can be very profitable.
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Remix: 10 Great Apps for Journalism - MediaShift

Remix: 10 Great Apps for Journalism - MediaShift | Public Relations & Social Media Insight | Scoop.it

AEJMC in Minneapolis this year featured apps on numerous panels. I was grateful for the chance to be on a terrific one to present “10 Tech Tools in 10 Minutes.” Our goal: to provide the audience a brief introduction to tools they might never have before considered and show how they could be used to aid students’ journalistic performance or understanding.

 

It worked; I received more than a dozen emails after the panel from people who sought advice on how to use suggested apps.

 

For those who could not join us at AEJMC, here is a crash course on apps featured by our panel and others. Some are new. Some have been around, but you might not have discovered them.

 

All can help you teach your students to be more nimble and professional in this ever-changing media landscape....

Jeff Domansky's insight:

Useful apps for any communication.

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