Thanks to rapid urbanization, rising disposable incomes and relaxation of restrictions on foreign travel, the volume of international trips by Chinese travellers has grown from 10 million in 2000 to 83 million in 2012.
Expenditure by Chinese tourists abroad has also increased almost eightfold since 2000. Boosted by an appreciating Chinese currency, Chinese travellers spent a record US$ 102 billion in international tourism in 2012, a 40% jump from 2011 when it amounted to US$ 73 billion.
In a world where half of Facebook posts are now images, Web editors swoon over responsive design and brands place photos in tweets, it’s clear the Internet has become a more visual place. Now, one company is looking to exploit the love of pictures with a product that both editors and advertisers can use to make digital images more interactive, engaging and, perhaps most importantly, super shareable. "If you communicate through an image, people engage with it—we know that because of Facebook," said Neil Vineberg, CMO of the two-year-old startup ThingLink. "And if you put content inside an image, the engagements go crazy." Vineberg observed that images embedded with videos, annotations or links see clickthrough rates of as much as 50 percent. Forbes recently started using ThingLink to enhance its storytelling on the Web, turning a pictorial of the Forbes 400 into an interactive infographic complete with videos, story links and data. Want to know more about Oprah or Warren Buffet? Just hover over a button embedded in the picture, then click. Some 100,000 other publishers have signed on.
Your bank calls you to verify your recent $750 bill at an out-of-state Taco Bell, but you haven’t left town in weeks. You quickly contest the charge and request a new credit card, but when you check your wallet the compromised card is still there.
With an additional 39 million international tourists, up from 996 million in 2011, international tourist arrivals surpassed 1 billion (1.035 billion) for the first time in history in 2012. Demand held well throughout the year, with a stronger than expected fourth quarter.
By region, Asia and the Pacific (+7%) was the best performer, while by sub-region South-East Asia, North Africa (both at +9%) and Central and Eastern Europe (+8%) topped the ranking.
UNWTO forecasts international tourist arrivals to increase by 3% to 4% in 2013, much in line with its long term forecast for 2030: +3.8% a year on average between 2010 and 2020.
By region, prospects for 2013 are stronger for Asia and the Pacific (+5% to +6%), followed by Africa (+4% to +6%), the Americas (+3% to +4%), Europe (+2% to +3%) and the Middle East (0% to +5%)
We Are Social brings together all the latest stats on China's Social, Digital and Mobile media, offering in-depth perspective on the ways in which the world's largest population uses online services.
A full flavour of online behaviour and trends across China, so alongside the usual Social, Internet and Mobile stats, you’ll also find some amazing data on e-Commerce, m-Commerce and Location-Based Services.
Here are the headlines:
- China has 564 million internet users, and the country’s online population continues to grow at a rate of more than 4 million new users every month;
- There are at least 597 million active Social Media users in China, with Tencent’s QZone continuing to lead, both in terms of registered and active users;
- More than 1.1 billion mobile subscriptions have been activated in China, and China’s citizens activate 4 new subscriptions every second, driving growth of 10 million new subscriptions every month;
- Mobile internet continues to dominate in China, with more than 400 million people across the country accessing internet services from their phones.
After doing this awhile, you get to see the signs of the self-promoter and the quick name-for-themselves artists. You also – with more rarity – get to meet the real deal. So, I was very pleased when he agreed to sit down and chat on topics ranging from the new directions for marketing, listening and relationships, and why “lurking” in social is a good thing....
Are you using SlideShare? Would you like more leads? In this article I'll reveal how to use SlideShare to generate quality leads. SlideShare for Leads?
SlideShare is the world’s largest content-sharing community for professionals.
Data collected by ComScore and presented in an infographic by Column Five Media,SlideShare: The Quiet Giant of Content Marketing, reveals SlideShare has 5 times more traffic from business owners than Facebook, Twitter, YouTube and LinkedIn (which now owns SlideShare)....
Chinese consumers have always been a mystery to many Western companies. Little is known about their spending behavior and buying habits. As they come of age, certain characteristics are starting to emerge. Here are five new trends of Chinese consumers:
StumbleUpon, Digg, and Empire Avenue—among others—aren't worth the trouble, this blogger says.
Do you feel like you must be on all social media sites? They can eat up a lot of your time if you are on every one. I've joined most of them in the past three years, and have seen many of them change. A few don't drive the traffic they once did to my websites or blogs. Why spend time on them if they are not productive?
Here is my list of social media sites you should ditch...
Here are The Marketing Automation Alert's best marketing automation-related articles curated today, Thursday, 4/25/13. Receive a daily summary of The Marketing Automation Alert directly to your inbox. Subscribe here (your privacy is protected). If you find this valuable, please share by using the links below:
For the third year in a row, marketers are increasing their inbound spending nearly 50%. What have these marketers discovered? Why have they interrupted their traditional methods to adopt inbound marketing?
Download HubSpot’s 5th Annual State of Inbound Marketing Report for
answers to these questions, and more. This report is the most comprehensive review of the inbound industry available, with data analysis from over 3,300 participants from 128 different countries, including CEOs, agencies, and marketers.
We need to delve into this report, and hope you do the same...
In Mastering the Art of Marketing Automation, you’ll learn strategic and practical advice to launch a new marketing automation program, or improve the one you already have. Insights include:
10 steps to kick off your marketing automation effortsHigh-level tactics to optimize existing effortsAn explanation of each data metric you’ll need to report your resultsTips to implement sophisticated drip campaigns and dynamic content strategiesCapture more leads and score them accordingly
Though more than nine out of ten marketers agree that personalisation is critical to their success, almost half of companies lack the necessary technology to properly implement website personalisation.
A similar number of respondents (46%) pointed to legacy technology, while 44% cited lack of budget. In contrast, among respondents from marketing agencies lack of knowledge (54%) and inability to translate data into action (51%) took the first two spots.
Lack of budget and lack of staff are the third and fourth most cited barriers for both companies and agencies surveyed, highlighting the importance of prioritising resources that are often scarce.
We guarantee you that it is more than 50% who lack the necessary technology to properly implement web site personalization...or any digital property personalization. The technology has yet to cross the chasm.
Companies want to measure ideal customer profiles and lead behavior.
New solutions are emerging to help companies harness the power of social identity data to add context and color to customer account records in order to improve lead generation efforts by marketing, and ultimately, shape follow-up actions made by salespeople.
"Social media gives you a whole new dimension on leads," says Amnon Mishor, cofounder and vice president of products of Leadspace, makers of a SaaS B2B social lead targeting solution. "You can understand the true story about who this person is, what [his] role is in an organization, and what [he's] interested in."
Similarly, at company scale, sales and marketing can begin to evaluate the interests of employees at an organization, the products and technologies that are already implemented, and whether or not there are pre-existing social media connections to the company.
This post points to the beauty of SFDC's new Social.com. So with this in place, how can we configure out MAP to react accordingly?
Here are three categories of events that your analytics shouldn't miss.
Product-driven triggers include maintenance contract expirations, the availability of product upgrades, transactional buying signals (e.g., a company that purchases one product is likely to require a related product), and product end-of-life or replacements. Those are typically the easiest triggers to track, because they are bound up in the product's lifecycle. Tracking this type of trigger requires maintaining installed-base records of customers for long periods while keeping the data as clean and current as possible.Organic triggers relate to the normal changes that happen in the lifecycle of a business. An expanding business will signal new needs for a vendor's products by way of real estate acquisition, revenue growth into new geographies, or a high rate of revenue growth overall. Merger and acquisition activity may drive consolidation to a single supplier. Understanding the customer's year-end and industry-specific seasonality will help a vendor anticipate seasonal selling opportunities. Executive leadership changes can also drive new purchasing strategies.
When companies assign a salesperson to an account, they are essentially making that person responsible for identifying the organic triggers in the account and positioning the right products to the right person at the right time. Advances in marketing analytics mean people, processes, and tools are now available to extend the number of accounts a company can monitor."Black Swan" triggers are unpredictable events outside a company's control and alter its business in unexpected ways. Hurricane Sandy drove up demand for hotels and bottled water in the short-term, and construction materials long after the storm to repair the estimated $66 billion in damaged property. Because of the ash cloud from the 2011 Icelandic volcano eruption, and the 2002-2003 SARS epidemic, companies worldwide re-examined their business continuity plans and invested in telecommuting and virtual conferencing.
There is one client of ours in particular who is adept at keeping fingers on the pulse of external environmental factors that impact sales and marketing trends: they are constantly rolling out new product offerings based on regulatory changes. What's particularly interesting about this post is the notion of folding external analysis into marketing analytics, where assigning external factor analysis to the marketing analyst. Makes perfect sense.
Formalizing a testing and optimization program and really taking command of data analytics can be a powerful marketing asset. Four years in the making, this case study on SAP's Test Lab is so extensive, we broke it down into two parts.
This week covers the founding of the program, the overarching strategy behind the Test Lab and aspects of its operational process. Next week, we’ll dig deeper into some of the challenges the team at SAP faced with the Test Lab, and how this initiative led to "definitive insights" for SAP's marketing.
Here are the two key metrics on this marketing effort.
"We track the overall ROI of the SAP Test Lab quite closely, and on average, the tests result in a 27% lift in incremental sales leads from digital. Test Lab findings have also resulted in a digital marketing budget savings of 20% because we are able to avoid less effective online tactics. Continual ROI like that is what allows the 'test culture' to continually grow across all of SAP marketing," Burns explained.
This is a must read. It is a post that reports on SAP's very thoughtful approach to analytics, testing and optimization, and we are certain we can all learn from their example. One wonderful takeaway is that anyone can do this regardless of budget.
Advanced analytics offer great potential for b-to-b marketers, but I suggest you watch for three things when considering them.
Advanced analytics offer great potential for b-to-b marketers, but I suggest you watch for three things when considering them:
Analytics don’t replace understanding. Don’t expect the machines and data scientists to come back with immaculately produced findings. Work to understand the what, how and why of the conclusions being drawn. Favor healthy skepticism vs. complete deference to smart people and complex technology. Blind acceptance based on a lack of understanding can only lead to poor decisionmaking.GIGO still applies. Analytics are not immune from the old principle of garbage in, garbage out. Be sure to understand the process used to create the data, as well as how the data is being used. Another thing to keep in mind: Just because data quality is sufficient for one use case doesn’t mean it can support all analytical purposes.Keep it actionable. Watch for conclusions that are too high-level to be sensibly acted upon. Marketing-mix analysis findings like “White papers perform better” tend to isolate single elements of the buying process. Look for conclusions that appropriately address context. A more useful finding might be “White papers tend to have the greatest impact on technology executives when used during the education phase of the buying process.”
The right phrase was used in this post: healthy skepticism. Challenge all aspects of the results (without destroying the confidence of the analyst), and refrain from decisions based solely on the data. Analysis + insight + experience.
The data set was for 327 people, but for each person there were 11,213 measurements of substances in the blood. We found that 14 of these substances mattered in identifying Alzheimer’s patients. If you somehow knew in advance that there were 14, how would you find which 14 out of the 11,213? It happens that there are 5.6 times 10 to the 45th possible subsets of 14 in 11,213. If 1,000 computers tested 1 billion sets of 14 variables every second, it would take 1.8 times 10 to the 26th years to find the right one. In this case, 42 megabytes clearly is Big Data.
The reason to collect and use Big Data is to produce insights that are new and valuable, not just confirming what we already know. If we’ve done a good job collecting the facts, we’ve solved one part of the problem. Next we need to identify the right questions to ask. Here’s where data integration, domain experts, insightful visualizations, and customized dashboards are indispensable.
Right out of the realm of "be careful for what you wish for." We've included the case example from the post to give you an idea as to how the potential possibilities can dramatically increase with each and every variable. Big Data does not happen without staff with Big Math Brains. Incorporate Big Data, and hire Big Marketing Scientists.
Adobe Systems Incorporated today announced a powerful new predictive publishing capability for Adobe® Social, which predicts social engagement on individual pieces of content and automatically suggests ideal timing to improve how that content will perform. The initial version offers Facebook integration, and additional social platforms will be added later this year. Adobe Social, a key element of Adobe Marketing Cloud, enables marketers to scale social marketing across their organizations, listen and respond to customer conversations, and connect the dots between social interactions and business results.
The new predictive publishing feature in Adobe Social helps social teams deliver content that will best resonate with their audience. The tool makes engagement predictions and timing recommendations using advanced sentiment analysis and predictive text mining algorithms based on historic data around engagement, post time, and sentiment. And because the solution learns as it goes, it continually refines recommendations and gets smarter with each action.
It's these types of predictive tools that jolt us a bit and say "yeah, that's exactly what we need." You know LinkedIn can't be far behind, so the B2B marketer needs to keep an eye out for that announcement. Note: could you consider this prescriptive analytics?
In order for people to convert on your landing page, they have to arrive at your page first. Here's how to create landing pages that convert & rank well.
This post will show you how to develop a landing page that gets conversions, while ranking well at the same time. The result of a finely tuned landing page and improved search rankings is straight up awesome — more conversions than you ever thought was possible.
1. Use Collapsing Divs
There is a way to add more great content to a web page, yet still create a clean path to your conversion element. Adding content gives you an SEO edge, yet you’re still capable of driving conversions without too much text real estate blocking the way. The secret sauce is collapsing divs.
2. Make People Want to Link to Your Page
Top-ranked sites are those that are eminently linkable. If you get tons of links to your site, rankings will launch sky high. It’s not essential to launch an entire link building campaign although that might not be a bad idea. The key instead is to turn your landing page into a valuable resource — a “linkable asset.”
3. Integrate Social Media
Closely related to the point above is the social value of your site. Just as your site is to be a linkable asset, it should also be shareable.
Great guidance, and something we should all jump on immediately. You need to read the details, so please click through (especially the sample code for the collapsing divs).
To stay nimble, marketing automation firm Silverpop just secured a fresh $25 million in funding. Escalate Capital Partners and Silicon Valley Ban led this most recent financing round. Showing its ability to adapt, Nussey said Silverpop increased new business by 40% from 2011 to 2012. That amounted to 380 new customers, last year -- one-third of which came to Silverpop for its marketing automation offerings, according to Nussey.
Speaking to Silverpop’s future, a person close to the funding said: “Interestingly, the fund is venture debt, which … is often a bridge to an IPO, acquisition, etc. … Silverpop also opted for venture debt to avoid diluting equity.”
OK: change is coming. The big hint is the venture debt to avoid management diluting its ownership and options. The question is...IPO or acquisition (and if latter, who?).
Launch of Social.com app weds social listening and CRM contact data.
Salesforce.com today launched Social.com, a social advertising application designed to streamline the social marketing process alongside sister Marketing Cloud applications Salesforce Radian6 and Salesforce Buddy Media.
In February, the cloud computing company revealed Salesforce Marketing Cloud Social Ads Platform for Twitter, enabling brands and ad agencies to scale real-time social campaigns using the new Twitter ads API. With the launch of Social.com, users can further optimize Facebook and Twitter ad campaigns by tapping into unified social listening and customer contact data.
If you're a SFDC user, this looks like it's a must to tie in social with your Leads and Contacts. Smart, smart, smart to bring this under one roof as Social.com.
According to a recent survey by executive recruiting firm Korn/Ferry International, 48% of senior business executives say the marketing department does not receive enough budget support.
When asked which marketing strategy to allocate budget to in order to be successful, 53% of senior executives said exploring new channels through a “test and learn” approach; 33% said increasing internal resources; and 14% said outsourcing to specialized agencies.
Grain of salt alert. Regardless, 53% want to explore new channels via test and learn. Testing, analytics, testing, etc.
The latest report on paid search trends has been released, this one from Kenshoo. As with previous reports from RKG, The Search Agency, and IgnitionOne, the Kenshoo study notes that mobile devices are playing a strong role in the search advertising market. Separately, though, the report illustrates that on a global basis, paid search click volume (+21%) and click-through rates (+62%) each saw strong growth, with spending up 15%.
Spending up a quarter of the CTR growth rate while CPC is down (as are impressions). We're all getting much better at this whole Paid Search thingy.
Did you know that 36 percent of people surveyed in a recent poll admitted to posting TV or movie spoilers onto their favourite social media sites?
What if I told you that one in ten social networkers have been unfriended due to their prolific posting of political content, one in four Facebook users intentionally post status updates that are so vague that their friends are compelled to ask for more detail, and that almost a full quarter (24 percent) of young men admit to creeping on an ex’s social media profile at least once a month?....
Regardless of whether you are in business, trying to put your startup on the map, new to the working world or focus mostly on non-profit work, LinkedIn is a very good networking tool to help you achieve your professional goals.
...The first 90 seconds of the spot were fantastic. As a viewer, I learned some of the steps the nation’s leading beverage company is taking to provide us with healthier drinking options. It has more than 180 low- and no-calorie options, many of which have replaced higher-calorie offerings in school vending machines. It has created smaller, portion-controlled sizes as well as boldly stated the calorie count of each drink on its cans. It supports initiatives like the Boys & Girls Clubs that encourage kids and young adults to get active. These efforts have helped reduce the average calories per serving across the soda industry’s products in the United States by about 22 percent.
That’s a fantastic story, if it stopped there. If Coca-Cola had admitted that overconsumption of its higher-calorie beverages has led to greater numbers of obese individuals while emphasizing its efforts to offer healthier beverage options, portion control and transparency in calorie counts, I’d applaud it (though would wonder why its message warranted a 90-second spot). But it didn’t admit the truth, and the ad didn’t stop there.
At about the 90-second mark, Coca-Cola’s storytelling machine went off the rails. Instead of coming clean and admitting that it’s a source of the problem, it proclaimed that “all calories count, no matter where they come from.” The line was made intentionally vague because it implies something that is not true. While it’s true that all calories count, it’s untrue that they’re created equal, and that’s indisputable....
KPMG has launched its sixth annual report on China’s luxury market, conducting a survey of 1,200+ Chinese middle class consumers on their luxury spending patterns and additionally interviewed CEOs and other senior executives for their views on current opportunities and challenges for the luxury sector.
Some key findings are: • A key highlight of this year’s survey is the increased impact of the travelling Chinese consumer. Our survey notes the number of Mainland Chinese respondents travelling overseas has increased to 71 percent in 2012, from 53 percent in 2008, a significant change.
• A majority of survey respondents (72 percent) said they purchase luxury items during overseas trips, with cosmetics, watches and bags winning the top spots.
• For purchases of cosmetics and perfumes, a majority (60 percent) of respondents said Hong Kong, Taiwan and Macau were their top locations; this is a significant increase from 43 percent in 2009. Mainland China was voted their second choice,whilst Europe also saw a marked increase due to the rising number of travelling Chinese, up from 3 percent in 2009, to 20 percent in 2012.
• Chinese consumers are increasingly engaging via online forums in discussions around luxury brands; our data shows that around 70 percent of potential consumers search for luxury brands on the internet at least once a month. Additionally, it also notes a surge in online shopping intentions, with 40 percent of respondents indicating they are interested in purchasing luxury goods on the internet, a substantial increase from 22 percent in 2011.
Do you favourite tweets on Twitter? Has your use of this feature increased over the last year?
If the answer is yes, then you are not alone.
A graph from Isaac Hepworth demonstrates exactly how favouriting on Twitter has increased over the last 12 months. It all stems from the major update to the platform Twitter released in December 2011....
It's interesting to note how a change like this from Twitter, albeit a fairly significant one, can begin to alter the way people use a network.
Favouriting increased. But, according to Twitter, it increased in a very specific way. It was often @-replies (i.e. messages that were only really intended to be seen by the recipient) that were being favourited more than more general tweets....
...According to Neilson Global trust survey back in 2009, only 14% of people trust ads while 78% of people trust consumers’ recommendations.
While the number may change today, the concept of consumers trusting their friends’ recommendations remains the same.
Recently, I wanted to watch a movie and I couldn’t decide if I should watch Wreck it Ralph or Rise of the Guardians, so I asked my editor Henry for his opinion, and he recommended me to watch Wrect it Ralph. I went with his suggestion and I didn’t regret it. But guess who just lost one customer here because somebody I trust pointed me the other way?
The big question is how do you find these influencers or brand advocates? There are a couple of tools out there that can help you with that....
Traditional marketing - at it’s best - generates ‘top-of-the-funnel’ leads while traditional sales - at it’s best - converts a small percentage of those leads into sales. While in the meantime, marketing blames sales for not delivering enough new business, and sales blames low customer conversion on the lack of quality support from marketing. So what’s the missing link?