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Which Digital Channels Are Marketers Best Able to Measure for ROI?

source: http://www.marketingcharts.com/online/which-digital-channels-are-marketers-best-able-to-measure-for-roi-51863/?utm_campaign=rssfeed&utm_source=mc&utm_medium=textlink

EconsultancyOracle-Ability-to-Measure-Digital-ROI-Mar2015

Despite increasing pressures to prove their worth, American CMOs continue to have difficulty quantitatively demonstrating the impact of their activities, according to a recent study. Now, a newly-released survey [download page] from Econsultancy and Oracle Marketing Cloud that analyzes global marketers’ ability to measure ROI from a variety of d! igital c hannels finds that there is only a single discipline that most marketers rate themselves “good” at measuring.

The survey – fielded predominantly among European marketers, who made up three-quarters of the sample – found that 52% of company respondents consider themselves “good” at measuring ROI from paid search (PPC). Similarly, 53% of agency respondents rated their clients’ ability to measure the ROI from paid search as “good.”

No other discipline was able to crack 50% of respondents rating themselves “good” at ROI measurement. In fact, email marketing (for acquisition) was the only other channel for which respondents (both marketers and agencies) were more likely to rate themselves as being “good” than “okay.”

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Wednesday, March 4th, 2015 news No Comments

drag2share: Yelp’s Local-Mobile Success Shows How Consumers Are Using Mobile To Drive Local Purchases

source: http://feedproxy.google.com/~r/businessinsider/~3/OfBUn8s2Q9A/yelp-and-its-local-mobile-strategy-2013-9

bii_YelpMobile_cotdYelp has become the bellwether for a location-based service, as well as the huge opportunity in local-mobile marketing.

It’s also often mentioned in connection with social-local-mobile strategies, sometimes known as SoLoMo.

Consumers also use the Yelp app as an integral step in the local purchase cycle. 93% of U.S. Yelp users in a recent Nielsen study said they at least occasionally make a purchase from a local business after using Yelp.

At BI IntelligenceBusiness Insider’s paid subscription service, we recently analyzed over 20 datasets culled from a variety of sources to probe the viability of mobile and social media as loca! l commer ce and retail-drivers. We published our insights in two recent reports, “A Guide to Local-Mobile Marketing: The Best Strategies And Tactics For Leveraging Local Data,” and “How Location-Based Data Is Transforming The Entire Mobile Industry.”

Subscribers also gain access to over 100 in-depth reports and hundreds of charts and datasets on mobile, social, and their impact across industries, including retail.

Local-mobile strategies are certainly working for Yelp, and the businesses that advertise on Yelp’s app and mobile site. Local advertisements on mobile devices constituted 40% of Yelp’s overall local ad inventory in the last quarter for which data’s available. That’s up from 25% just two quarters ago.

In the same period, Yelp’s mobile user base climbed to 10.4 million. Yelp is now in fierce competition with Google’s local services, as well as FourSquare, which is trying to become a local recommendations engine.

Here’s a look at growth in Yelp’s local advertising share, charted against the growth in revenue from local advertising.

bii_YelpAds

Yelp’s mobile app users are engaged through local discovery and the ability to make on-the-! go reser vations and appointments. Some might even write reviews on their handheld devices. Yelp can harvest all that relevant user information while also pinpointing a user’s whereabouts.

As is the case with Google, the influx of mobile app users —  and the increase in local ad inventory on mobile  — have inflated Yelp’s overall local ad revenue.


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Tuesday, September 3rd, 2013 news No Comments

LinkedIn’s Massive Opportunity In The Social Recruiting Market

Source: https://intelligence.businessinsider.com/welcome

LinkedIn’s revenue from Talent Solutions is growing at a faster rate than Premium Subscriptions and Marketing Solutions, according to quarterly earnings.

Talent Solutions — which are hiring tools that LinkedIn sells to recruiters — accounted for 48% (or $58.6 million) of the company’s total revenue in the second quarter of 2011. In the second quarter of 2013, Talent Solutions brought in 56% (or $205.1 million) of total revenue.

For comparison, Marketing Solutions — which includes ad space sold by LinkedIn — accounted for 32% (or $38.6 million) of total revenue two years ago, but just 23.5% (or $85.6 million) today.

Meanwhile, Facebook just reported its best quarter yet in terms of ad revenue.

LinkedIn stated in one of its investor presentations that the addressable market size for worldwide talent acquisition and staffing services is $27 billion. Keep in mind, this number includes revenues from recruitment agencies, but if LinkedIn’s Talent Solutions become ubiquitous in that industry, it gives you a sense of the demand for social media-based recruiting tools.

Revenue generated from Premium Subscriptions has grown steadily, but has not fluctuated from its 20% stake in total revenue.

Download the chart and data in Excel.

BII linkedin revenue sources

 


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Tuesday, August 27th, 2013 news No Comments

drag2share: Android’s Insane Fragmentation (GOOG)

source: http://feedproxy.google.com/~r/businessinsider/~3/IlUbNxclxz8/chart-of-the-day-androids-insane-fragmentation-2013-7

Android is a seriously fragmented operating system, and it’s only getting more fragmented.

OpenSignal, which makes an app that measures network performance, produced the following chart on the state of Android based on its users. It used the last 682,000 downloads of its app to produce the chart.

It says there are 11,868 distinct Android devices, up from 3,997 Android devices last year.

While this sounds like a mess for developers, Google has 1 million apps in its Google Play app store for Android. That’s more than Apple has for its App Store. So, the fragmentation isn’t turning off developers.

And the fragmentation of Android is the reason it’s the most popular smartphone operating system in the world. Handset makers have used thousands of versions of Android to push the operating system around the world.

Android fragmentation


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Tuesday, July 30th, 2013 news No Comments

So How Many Millennials Are There in the US, Anyway?

source: http://www.marketingcharts.com/wp/topics/demographics/so-how-many-millennials-are-there-in-the-us-anyway-30401/?utm_campaign=rssfeed&utm_source=mc&utm_medium=textlink

CensusBureau-Age-Brackets-as-of-Jul2012-July2013Marketers tend to focus a lot of energy on Millennials. Their lives are deconstructed on many different levels, and there’s research to be found on anything from their media habits to their social influence, to even their alcohol preferences. Those analyses are all helpful in their own right, but –  stepping back to the big picture for a moment – how many of these prized individuals are there in the US? The latest data out from the Census Bureau gives a sense of how large this coveted demographic is.
US Population July 2013

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Monday, July 22nd, 2013 news No Comments

Content Marketing Getting More Attention; B2B Sees Lead Gen Potential

Source: http://www.marketingcharts.com/wp/direct/content-marketing-getting-more-attention-b2b-sees-lead-gen-potential-23856/

Content marketing is becoming increasingly popular among B2B and B2C marketers, finds a pair of studies released in October. 84% of B2B marketers are planning to increase their content marketing over the next 12 months, reports Optify [download page], while 9 in 10 B2C and B2B marketers and agencies say they believe content marketing will […]

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Thursday, October 4th, 2012 news No Comments

U.S. Mobile Content Use Keeps Treading Up

Source: https://intelligence.businessinsider.com/welcome

The rise of smartphones continues to push U.S. mobile content use higher. According to the latest comScore numbers, mobile apps and web browsers were the biggest winners, notching 12 and 10 percentage point gains in the past year, respectively.

As we discuss in our mobile usage report, much of this activity is additive. For example, while some mobile Internet use certainly cannibalizes desktop browsing, much of it would not have happened without smartphones.

However, smartphone penetration in the U.S. will begin to slow as we cross the 50 percent threshold, which means that growth in mobile content use will temper as well.  

Mobile Content Usage

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Thursday, October 4th, 2012 Uncategorized No Comments

Source: http://gizmodo.com/5914871/facebook-finally-fights-back-against-auto+sharing-spam-with-new-rules

Facebook Finally Fights Back Against Auto-Sharing Spam With New RulesApps that auto-share your activity on Facebook can be a pain in the ass, and Facebook is taking steps to block the worst offenders. New rules require that apps that auto-share information about articles you read or videos you watch can only do so if you engage with the content for at least 10 seconds. Facebook has also introduced additional restrictions on video apps: They’ll now need to provide “clear, on-going, and in-context messaging” that your activity is being published on Facebook. For a full list of Facebook’s new restrictions on “Publishing Actions” head over to the Open Graph Checklist. [Facebook via TechCrunch]

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Friday, June 1st, 2012 Uncategorized No Comments

Check Out How Weak Facebook’s Revenue Growth Is Compared To Google Pre-IPO (GOOG, FB, GRPN, ZNGA, AMZN, LNKD)

Source: http://www.businessinsider.com/facebook-compared-to-google-pre-ipo-2012-5

Here’s are two great charts from Herman Leung and Deepak Mathivanan and Susquehanna Financial Group comparing Facebook pre-IPO to Google and other popular consumer tech companies pre-IPO.

In the first chart you can see Facebook’s revenue in the eight quarters before it IPOs compared to revenue of Google, LinkedIn, Zynga, Groupon, and Amazon. As you can see, Facebook’s revenue is much greater:

Facebook revenue

While it looks good for Facebook at first glance, it’s actually not.

Below you can see Facebook’s revenue growth four quarters prior to IPO as compared to Google, LinkedIn, and Zynga.

Google is the one to really focus on because lots of people are positioning Facebook as the next Google. At these growth rates, that’s just not true, at least not right now.

Facebook revenue pre-IPO

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Monday, May 7th, 2012 news No Comments

Facebook’s Magic Number 16%

Source: http://www.businessinsider.com/facebooks-entire-brand-advertising-business-boils-down-to-one-number-16-2012-3

 

Sheryl Sandberg at Facebook

One secret reason why Facebook ad revenues haven’t quite taken off like they should – and are, in fact, decelerating – is that for years now, brands have advertised on Facebook without paying Facebook.

Here’s how they’ve been doing it:

  • Brands build a “page” on Facebook.
  • Facebook users become “fans” of that brand page, thanks in part to ad campaigns off Facebook.
  • The brands post video, photos, or text to the page.
  • That content goes into fans’ News Feeds.
Yesterday, in front of more than 1,000 advertising executives here in New York, Facebook announced a new ad product it hopes will finally convince brands to do more than use Facebook’s free features.
The pitch boils down to a number: 16%
When a Facebook page owner posts a piece of content to their page, and that content gets disperse red into the News Feeds of that page’s fans, only 16% of those fans will actually see that piece of content.
Facebook’s new ad product, called Reach Generator, is supposed to take that number, 16%, and push it toward 100%. Test campaigns pushed it past 95% in some cases.
Basically, when a brand buys into a Reach Generator campaign, Facebook will push posts from that brands page into its fans’ News Feeds, mobile News Feeds, and log-out screen until almost all of that brand’s fans see it.

 

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Thursday, March 1st, 2012 display advertising No Comments

Dr. Augustine Fou is Digital Consigliere to marketing executives, advising them on digital strategy and Unified Marketing(tm). Dr Fou has over 17 years of in-the-trenches, hands-on experience, which enables him to provide objective, in-depth assessments of their current marketing programs and recommendations for improving business impact and ROI using digital insights.

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