marketer

drag2share: CHART: How Big An Audience Does Paid Post Promotion On Facebook Buy?

source: http://feedproxy.google.com/~r/businessinsider/~3/0xts15fkRGg/paid-post-audience-size-on-facebook-2013-9

The impact that any single marketer achieves thanks to paid promotion of a Facebook post isn’t typically made public.

Unless that marketer is the U.S. government.

Recently, a U.S. State Department program underwent scrutiny after spending over $630,000 on Facebook marketing over the course of two years, in a P.R. effort to attract foreign audiences to its Facebook pages and posts.

So how much added reach did the U.S. State Department achieve when they did pay up?

In an audit of the Facebook campaign, the U.S. State Department Inspector General revealed that with paid promotion, two posts from earlier this year gained a 1,000% larger audience than they would have attracted as unpaid media.

This analysis comes from BI Intelligence coverage of social media marketing, which includes our recent report that can be downloaded with a free trial, “Earned Media And Social Media: How Marketers Can Get Beyond The Hype.”

BII_FB_PaidvsUnpaidReach

Why did the U.S. government spend so much on Facebook?

The Bureau Of International Information Programs, like many Facebook marketers, found itself having to fork over much more money after September 2012, when Facebook made chan! ges to i ts algorithm, which decides the posts that show up on user news feeds. (Facebook made similar changes more recently related to “story bumping,” which mean marketers have to compete with a greater number of older posts for user News Feed spots.)

The findings reveal just how high the stakes are for content marketers on Facebook as they try to decide whether to put dollars behind their content. If they don’t pay up, their audiences are significantly reduced.


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Wednesday, September 11th, 2013 news No Comments

2 in 3 CMOs Feeling Pressure From the Board to Prove Marketing’s Value

source: http://www.marketingcharts.com/wp/topics/branding/2-in-3-cmos-feeling-pressure-from-the-board-to-prove-the-value-of-marketing-36293/?utm_campaign=rssfeed&utm_source=mc&utm_medium=textlink

DukeCMOSurvey-Pressure-CMOs-Prove-Value-of-Marketing-Aug2013This may be “the year of the marketer,” but with added responsibilities come added pressures. The latest biannual CMO Survey [pdf] from Duke University’s Fuqua School of Business finds that CMOs are not immune: according to the study, 66.4% said they feel pressure from their CEO or Board to prove the value of marketing. What’s more, 6 in 10 of those said that their leaders are turning up the heat, with just 2% reporting decreasing demands to prove their worth.

CMOs are being asked to prove their value at a time when the intensity of competition is ratcheting up a notch. Respondents indicated that the rivalry for customers is likely to become more intense in the next 12 months (5.5 on a 7-point scale, where 7 represents very likely), with competitor price-cutting also increasing (scoring 5 on the scale). Moreover, compared to surveys from prior years, CMOs are more likely to be anticipating the emergence of new domestic and global competitors.

CMOs are also feeling increasing pressure while seeing budgets dip: they expect marketing spending to grow by 4.3% over the next 12 months, a fairly marked step down from the February survey’s 6.1% growth forecast. Currently, marketing budgets are reported to account for an average of 9.4% of firm budgets, down from 10.6% in February.

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Friday, August 30th, 2013 news No Comments

2 in 3 CMOs Feeling Pressure From the Board to Prove Marketing’s Value

source: http://www.marketingcharts.com/wp/topics/branding/2-in-3-cmos-feeling-pressure-from-the-board-to-prove-the-value-of-marketing-36293/?utm_campaign=newsletter&utm_source=mc&utm_medium=textlink

DukeCMOSurvey-Pressure-CMOs-Prove-Value-of-Marketing-Aug2013This may be “the year of the marketer,” but with added responsibilities come added pressures. The latest biannual CMO Survey [pdf] from Duke University’s Fuqua School of Business finds that CMOs are not immune: according to the study, 66.4% said they feel pressure from their CEO or Board to prove the value of marketing. What’s more, 6 in 10 of those said that their leaders are turning up the heat, with just 2% reporting decreasing demands to prove their worth.

CMOs are being asked to prove their value at a time when the intensity of competition is ratcheting up a notch. Respondents indicated that the rivalry for customers is likely to become more intense in the next 12 months (5.5 on a 7-point scale, where 7 represents very likely), with competitor price-cutting also increasing (scoring 5 on the scale). Moreover, compared to surveys from prior years, CMOs are more likely to be anticipating the emergence of new domestic and global competitors.

CMOs are also feeling increasing pressure while seeing budgets dip: they expect marketing spending to grow by 4.3% over the next 12 months, a fairly marked step down from the February survey’s 6.1% growth forecast. Currently, marketing budgets are reported to account for an average of 9.4% of firm budgets, down from 10.6% in February.

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Thursday, August 29th, 2013 news No Comments

B2B Marketers Rank the Best Platforms for Reaching Customers and Prospects

source: http://www.marketingcharts.com/wp/television/b2b-marketers-rank-the-best-platforms-for-reaching-customers-and-prospects-35674/?utm_campaign=rssfeed&utm_source=mc&utm_medium=textlink

ABM-B2B-Marketers-Most-Successful-Platforms-Aug2013A recent survey [pdf] from ABM asked B2B media users which media types they rely on for decision-making. The study also contains some interesting results from the marketer side: which platforms do they think are most successful in creating awareness among existing customers and generating targeted leads of prospective new buyers? It turns out there’s quite a bit of consensus: face-to-face event attendance is rated the most successful platform, by a fairly wide margin.

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Friday, August 9th, 2013 news No Comments

drag2share: A Post-Mortem On A Facebook Marketer’s Demise

source: http://feedproxy.google.com/~r/businessinsider/~3/7UmjwHgLCOc/a-facebook-marketers-demise-2013-8

Syncapse, a top Facebook marketing company with a roster of Fortune 500 clients, filed for bankruptcy recently.

What caused Syncapse to go bust? That question is important because Syncapse was one of Facebook’s 260 or so preferred marketing developers, or PMDs.

These firms are part of an elite global group that are supposed to have the best technologies and strategies to help brands and businesses make the most out of Facebook as a marketing platform.

If PMDs aren’t viable as businesses on their own, that’s a big problem.

There’s some speculation in the marketing world that there are too many companies chasing the same Facebook marketing dollars, and that more and more PMDs will fail in a wave of consolidation.


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Friday, August 9th, 2013 news No Comments

drag2share: How Marketers Can Take Advantage Of Facebook’s Graph Search (FB)

source: http://feedproxy.google.com/~r/businessinsider/~3/v27sdLqvQ3M/facebooks-graph-search-for-advertisers-2013-5

We asked Simply Measured, a social media analytics company, to walk us through a test case, using its own Facebook page as an example.

Graph Search prioritizes engagement from fans. So you need to identify the posts that get most engagement. This chart looks at the number of posts made on the Page, and the number of audience reactions (“stories”) to them. The more reactions — likes, comments, etc. — the more likely a post is to show up in Graph Search.

“People Talking About This” measures any type of engagement from people who’ve liked your page. “Stories” are any type of post that would show up in a fan’s News Feed where it can be seen by their friends. (Stories need not be reactions to your posts.) The more fans (and friends of fans) who like a page’s content, the higher the ranking on Graph Search, and the easier it is to target your content more effectively.

Demographics give you an idea of who’s reading you. In this case, the marketer should favor content targeted at women in the Northwestern states. Simply Measured is based in Seattle, so this makes sense.


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Thursday, May 30th, 2013 news No Comments

JC Penney’s Media Spending Climbs But Sales Go Into Free Fall

CEO Ron Johnson Boosts TV Advertising, Adds Former Coca-Cola Marketer Sergio Zyman as an Adviser

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JC Penney sales plummeted 25% in 2012, even as its measured media spending jumped 14% to $504 million.

Ron Johnson

Ron Johnson

The beleaguered retailer spent more on advertising than it has in any of the last five years and made major changes to its media mix, under the direction of CEO Ron Johnson. TV advertising climbed, particularly network TV spending, while radio and internet display investments dropped. And despiteMr. Johnson’s declaration late last summer that the retailer would invest heavily in newspapers, spending in that category was down slightly.

JC Penney reported that its fourth-quarter net loss widened to $552 million. The retailer posted an annual net loss of $985 million.

Sales in the fourth quarter, which includes the holiday-shopping period, slid 28% to $3.88 billion. For the year, sales fell 25% to $12.98 billion. That marks the lowest annual revenue the retailer has reported since at least 1987.

“It’s the worst performance that I’ve ever encountered in decades of covering retail — there’s nothing really to compare it against,” said Bernie Sosnick, an analyst at Gilford Securities.

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Source: Kantar Media

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Thursday, February 28th, 2013 news No Comments

CMOs to Rein in Traditional Ad Spend, Press on With Digital Marketing

Source: http://www.marketingcharts.com/wp/interactive/the-shift-continues-cmos-to-rein-in-traditional-ad-spend-press-on-with-digital-marketing-27317/

Despite consumer and marketer beliefs that traditional media advertising on the whole is more effective than online advertising, marketers continue to shift budgets away from traditional media and towards digital marketing channels, finds Duke University’s Fuqua School of Business in its latest installment of The CMO Survey. In this latest survey, CMOs forecast a 2.7% […]

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Wednesday, February 27th, 2013 news No Comments

LinkedIn Is Turning Itself Into A Very Valuable Media Company (LNKD)

Source: http://www.businessinsider.com/linkedin-is-turning-itself-into-a-very-valuable-media-company-2013-2

jeff weiner

LinkedIn is successfully turning itself into a media company, notes Scott Devitt at Morgan Stanley.

This is fairly obvious to anyone who has been paying close attention, but it’s worth mentioning again.

LinkedIn Today started off as an aggregation of news for LinkedIn users. The content is tailored to what they enjoy. As it became more popular, LinkedIn asked people to write original content for LinkedIn. That too is proving to be successful.

Now that LinkedIn Today is an established platform, CEO Jeff Weiner revealed yesterday his plans for making money on LinkedIn’s content. He says it will be a content marketing platform. It sounds like LinkedIn will use LinkedIn Today to sell sponsored posts, doing advertising like BuzzFeed, where a marketer puts its message in the format that readers of LinkedIn Today are comfortable with.

This is the trendy ad format right now. For LinkedIn, it’s a pretty great fit. Unlike at a traditional media organization, LinkedIn’s content often involves marketing, innovation, and ideas. For big tech brands trying to connect with professionals, sponsored content will be a pretty good deal.

It’s another line of business for one of the most financially diverse tech companies in Silicon Valley.

It’s also a clever way for a social network to do advertising. Often, advertising on social networks either feels irrelevant or intrusive.

Here’s the short blurb from Devitt at Morgan Stanley on what Weiner said:

!

New opportunities in Marketing Solutions from original content: Jeff Weiner mentioned that Marketing Solutions was one of the opportunities he is most excited about as the company moves forward. In addition to robust opportunities in traditional B2C and B2B advertising, LinkedIn is in the early stages of establishing itself as valuable content marketing platform. Insights from thought leaders and companies sharing white papers / other valuable professional insights create incremental monetization opportunities through sponsored posts on the LinkedIn homepage.

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Tuesday, February 26th, 2013 news No Comments

Top Digital Challenges for Marketers

Top Digital Challenges for Marketers by Augustine Fou from Dr Augustine Fou
“Digital” has caused everything in marketing to be in flux. However, clients should focus on the information needs of their customers. By doing so they will have a unifying principle to guide all of the changes and adaptations they need to do.

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Wednesday, May 9th, 2012 digital 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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