Facebook and Twitter are two of the biggest social networks, but Facebook is so huge that it’ll be nearly impossible for Twitter to ever catch up.
Just take a look at the monthly active users growth of each social network in this chart from Statista.
Many marketing professionals profess a deep knowledge of marketing on Facebook. But the social network has its own, very selective group of marketers who it vets and designates as Strategic Preferred Marketing Developers (SPMDs).
These companies are “best in class,” and understand the nuts and bolts of how Facebook’s advertising products work together, and alongside digital marketing as a whole. Facebook often consults them on product plans. They have as close as it gets to an inside view on Facebook marketing.
Google’s U.S. desktop audience shrunk slightly in August, allowing Yahoo to stretch its lead as the largest desktop site, with more than 196 million monthly active users.
Although Yahoo’s desktop audience has remained flat since July, other top Web properties such as Google, Microsoft, Facebook, and AOL have all seen a decline on desktop.
Facebook’s has seen one of the largest declines — 10% fewer monthly active users in August 2013 compared to one year ago.
(Of course desktop audience leaves out the large gains on mobile many of these properties have made.)
So what’s driving Yahoo’s audience growth?
We don’t credit Yahoo’s resurgence to any single event or acquisition, but rather its overall strategy. but rather its overall strategy. Marissa Mayer is an accomplished product manager. She helped build some of Google’s most-used products, such as Search and Maps. And now, at the helm of Yahoo she has helped redesign Yahoo’s Weather, News, and My Yahoo.
“When you look at the products that Yahoo has redesigned recently, you see a trend: they all involve the daily habits of users,” Lisa Giacosa, senior vice president and global director at Starcom MediaVest Group, told us over the phone. “I think Marissa is really smart and she understands people and how Web products touch on certain emotions.”
In an interview with Charlie Rose earl! ier this week, Mayer said Yahoo’s new strategy is to focus on mobile, personalization, and partnerships. That strategy appears to be hitting a chord with users.
Earlier this month, Mayer said Yahoo now has 800 million users worldwide (not including Tumblr traffic), a 20% increase since she was hired as CEO 15 months prior. For comparison, Facebook had 1.15 billion users worldwide as of July.
drag2share: The Mobile Payments Rush Is On, And The Winners Will Shape The Future Of Transactions And Commerce
PayPal is close to a deal to acquire Braintree, a company that specializes in powering mobile transactions. Meanwhile, Facebook announced that it’s pairing up with payment companies to roll out “Autofill,” which makes it easier for its users to buy things straight from their phones.
Mobile devices are edging closer to fulfilling their long-delayed promise as digital wallets, and tech and financial services players do not want to be left out.
Consumers and merchants are beginning to see the advantage of channeling offline payments through mobile devices, rather than transacting in coins and cash, credit cards — or clunky register systems.
In a new report from BI Intelligence, we explain the main reasons why mobile payments are poised for takeoff, provide proprietary estimates for the growth and size of the mobile payments market in the years to come, and analyze the specific trends that will help shape the growth in mobile payments, including user concerns around security. We track the demographic and geographic nature of ! the cons umers who will drive the growth, merchant-side adoption, and the mobile payments solutions that will lead the charge.
Online video ad views have been increasing rapidly this year, reaching a new high of 22.8 billion in August after a slight dip in July, according to the latest data from comScore. Last year, video ad views totaled 9.5 billion in August, when comScore’s methodology changed, demonstrating just how many more online video ads Americans are now watching on a monthly basis. Interestingly, this year’s increases aren’t the result of far greater reach among Americans. Rather, viewers are each seeing a much larger number of ads.
During the month, 55.6% of the US population was reached by online video ads, up only slightly from 55.4% the previous month. While reach has increased every month this year, the growth has been incremental, up from 50.5% in January.
Video ad frequency, though, has been growing more rapidly. In August, the average viewer saw 132 ads, besting the previous high of 121 set in June, and more than doubling January’s average of 58.
Google remained the top online video ad property in August, delivering roughly 3.2 billion ads. ADAP.TV moved back into the second spot (2.45 billion), ahead of BrightRoll (2.39 ! billion),! LIVERAIL (2.2 billion), and Specific Media (1.67 billion), as 8 properties delivered more than 1 billion impressions.
In terms of video content, Google Sites again had the highest number of unique viewers (167 million), followed by AOL (71.2 million), Facebook (62.2 million), NDN (50.7 million) and VEVO (49.4 million).
Overall, comScore’s data indicates that 87% of online Americans watched video content in August, with the total number of videos viewed dropping to 46.7 billion from 48.5 billion in July. The duration of the average content video was 5.2 minutes, with the average online video ad lasting 24 seconds.
The average online video viewer spent about 21.6 hours watching video content during the month. A comparison of TV and online video consumption can be found here.
- Among the top 10 video content properties, Google Sites generated the highest engagement, at an average of 522 minutes per viewer during the month. NDN was next at 92 minutes per viewer.
- VEVO retained its top spot in the YouTube partner rankings with almost 48 million unique viewers, followed by FullScreen and Maker Studios.
A larger slice of Facebook marketing budgets is being spent on paid ads, according to recent surveys from Ad Age and RBC Capital.
In the August 2013 survey, 74% of respondents said their Facebook marketing budgets includes spending on paid ads.
That’s up from just 54% who said so in June 2012.
However, in many cases, paid ads still account for a small proportion of their spending on Facebook. For 27% of survey respondents, paid ads made up just 1% to 10% of their Facebook budget. Only 18% of respondents spent more than half of their Facebook budgets on paid media.
Many brands spend the lion’s share of their Facebook marketing budgets on content production and social media management, rather than paid advertising. However, as Facebook’s paid ad products mature, we expect to see more and more marketers wading into paid media.
Meanwhile, the percentage of companies using Facebook as a marketing channel is 80%, and that proportion has remained consistent over the past 15 months. Survey participants noted that brand awareness was the most important reason for advertising on Facebook, followed by driving traffic to their website.
The survey encompassed 1,200 Ad Age subscribers who answered questions on three separate occasions since June 2012.
We recently looked at how customers referred by social media are making larger purchases, $87 on average or $11 more than a year before. Let’s take a closer look at which social media companies are driving this increase in average order values.
Pinterest drives the largest purchase orders among social media, with an average order value of $93 in the second quarter of this year (6% growth year-over-year), according to Monetate’s most recent quarterly report.
Customers referred by Twitter now average a $90 purchase, a 25% increase year-over-year. (That’s more than the average order value of $86 attributable to Facebook users.)
Still, the biggest spending e-commerce customers are those who were not referred by any channel. They went to the e-commerce site directly. Of course, those “no referrals” may have been influenced by a brand’s Facebook page, an ad they saw alongside Google search results, or some other form of marketing or advertising. One in three global consumers say social media has influenced their purchases, according to Ipsos OTX.
Pinterest doesn’t yet offer any paid advertising opportunities that brands and retailers might use to promote sales and offers, which probably explains Pinterest’s dramatic dip in average order value during the 2012 holiday quarter.
<i! mg src=” http://static2.businessinsider.com/image/523760b86bb3f77a58dca741-620-/bii-social-average-order-value-1.png” border=”0″ alt=”BII social average order value” width=”620″>
Although social media shows promise as an e-commerce referrer, the volume is still not there. Search and email still trump social media when it comes to conversion rates. Leading the charge is AOL Search with a 4% conversion rate.
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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