marketing efforts

Few Marketers Consider Facebook to Hold A “Critical” Role in Their Overall Mix


AdAgeRBC-Facebook-Role-Overall-Marketing-Mix-Sept2013More than 8 in 10 marketers are using Facebook as a marketing channel, and almost all expect to use it in the next 12 months, per results from a survey conducted by Ad Age and RBC Capital Markets. While that implies a good deal of enthusiasam on the part of marketers for the platform, few appear to deem it indispensable, according to the study. Presented with 3 choices for how they would characterize Facebook’s role in their overall mix, only about 1 in 10 marketers chose the response indicating it was “critical to their marketing efforts.”

Instead, respondents – a mix of marketers of clients (26%), ad agency employees (30%), and media company employees and consultants (44%) – were much more inclined to tab Facebook a “useful but still optional part of my strategy” (45.5%) or “a regular element of my strategy” (43.8%).

That seems to be somewhat of a departure from study results released last year, in which 6 in 10 senior marketers called social media key to their company’s survival. (That survey concerned social media in general, but its findings can reasonably be applied to Facebook given the platform’s status as the largest social marketing channel.)

Nevertheless, marketing on Facebook is undoubtebly important, and that seems to be the case in particular when it comes to its mobile application. About 3 in 4 respondents to the Ad Age and RBC survey said that, based on their marketing objectives and needs, it was “very” (33.1%) or “somewhat” (41.4%) important for them to market on Faceb! ook&rsquo! ;s mobile app.

Facebook budgets remain fairly low for the time being. Half of the respondents indicating that they’re currently allocating between 1 and 10% of their online marketing budgets on Facebook. More than 7 in 10 are spending some of those budgets on Facebook ads, with slightly more than half expecting their ad budgets to increase over the next year.

Interestingly, respondents indicated that the most important goal for their Facebook advertising efforts is to build awareness and sentiment for their brand. While that’s consistent with last year’s Ad Age survey, a recent study from Econsultancy found that more global marketers cited lead generation (37%) than branding (27%) as their main social media advertising objective.

In this latest survey from Ad Age, lead generation was one of the least important Facebook advertising goals, behind the aforementioned brand awareness, driving site traffic, building fans or likes, and staying in touch with customers.

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Wednesday, September 18th, 2013 news No Comments

Small Businesses Favor Tactics that Balance Customer Attraction, Retention – eMarketer


Small business websites widely seen as most effective marketing technology

Small businesses, frequently strapped for both time and cash, often need their marketing dollars to work double time—using the same resources to attract new business and retain loyal customers.

Online marketing service provider Constant Contact conducted a survey in October 2012 of 1,305 small businesses and nonprofits from its customer base to see how different tactics and channels balanced customer acquisition with customer retention.

Respondents were most likely to say that their website struck an effective balance: 77% said the site was well-suited both to engaging existing customers and attracting new ones. A majority of respondents felt similarly about their blog (69% said it was effective at both tasks) and their social media marketing efforts (60%).

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Thursday, August 22nd, 2013 news No Comments

Facebook Is Just As Influential As Blogs In Shaping Women’s Purchases


Facebook is nearly as influential as blogs when it comes to influencing women’s clothing purchases.

Netbase partnered with Edison Research and surveyed a sample of 1,005 women across the U.S.

According to the study, 28% (or, 281) of the women surveyed considered themselves “Fashionistas.”

Retailers look to this subset of women as trend-setters who can sway shopping habits.

For casual clothing, 33% of these women said they consulted Facebook before making purchases (nearly on par with the number who consult fashion blogs). Twenty-four percent said they consulted Pinterest.

Interestingly, 30% of women consulted Facebook (more than fashion blogs and Pinterest) when it came to professional clothing. We suspect that fashion-conscience women find it difficult to be creative with workplace outfits. Thus, they look to their friends for inspiration.

Fashion blogs did have more influence than Facebook and Pinterest when it came to shopping for special occasions.

Retailers, and particularly specialty retailers, can use this information to inform their marketing efforts on different social platforms.

Download the chart and data in Excel.

BII social media fashion


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Friday, August 16th, 2013 news No Comments

Data-Driven Marketing Efforts Increase – eMarketer


Big Data has become a routine talking point for digital marketers, but are they merely paying the subject lip service, or shifting dollars as a result of their analysis? According to data management platform provider BlueKai, data-driven marketing has seen a 227% increase over the course of H1 2013. BlueKai surveyed marketing executives and media buyers worldwide in June, finding that 91% of respondents agreed that the use of data figured prominently into segmentation and targeting strategies.

Marketers also indicated that they were letting data influence the allocation of their resources. One-third of respondents said data influenced 75% to 100% of their digital marketing budget, while another third said it affected 50% to 75% of outlays.

Email was the marketing area most often influenced by collected data. But marketers also indicated it was having a sizeable influence on retargeting, display targeting and creative optimization, among other strategies.

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Tuesday, August 6th, 2013 news No Comments

Small Businesses Adopt Social Media As A Go-To Marketing Tool


Social media is now the second most-used online marketing tool among small businesses, according to a May 2013 survey by Constant Contact.

An impressive 87% of small businesses now run some form of social media marketing, compared to just 10% five years ago.

However, email — used by 98% of small businesses — remains the most popular form of marketing. (A separate study found that e-mail had quadrupled its share of customers acquired at many businesses over the last four years.) 

The Constant Contact survey polled 917 decision-makers at U.S. small businesses.

As small businesses grow more comfortable with social media, they are also adapting their marketing efforts to the newer platforms. Constant Contact surveyed the same pool of small businesses back in March to find out which social media platforms they find effective for doing business:

  • Facebook: 82% (vs. 75% in May 2012)
  • LinkedIn:  29% (vs. 10 percent in May 2012)
  • Twitter:  25% (vs. 7% in May 2012)
  • YouTube:  15% (vs. 3% in May 2012)
  • Pinterest:  9%  (vs. 1% in May 2012)
  • Yelp:  6% (vs. 2% in May 2012)
  • Google+:  5% (vs. 1% in May 2012)

In other words, Facebook remains dominant, but small businesses also are successfully expanding their engagement to reach audiences across multiple networks.

Download the chart and data in Excel.

BII smallbiz social marketing


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Friday, July 5th, 2013 news No Comments

Pharma’s Online Marketing Efforts Continue to Pay Off


comScore-Online-Pharma-Mktg-Effectiveness-June2013Online pharmaceutical marketing continues to produce results, reports comScore [download page] in a new study. The 7th annual “Online Marketing Effectiveness Benchmarks for the Pharmaceutical Industry” study details the successes of online direct-to-consumer (DTC) marketing, showing some brand awareness and favorability lifts from exposure to online banner ads, but greater impact from branded website visits. Additionally, site visitation tends to provide a significant lift in Rx conversion rates.

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Monday, July 1st, 2013 news No Comments

drag2share: Survey: Most Important Objectives of Social Media Marketing


What Works In Social Media Marketing (CMSWire)
The results of a recent study by Ascend2 indicate that companies are getting more strategic about their social media marketing efforts while embracing elements of content strategy.

social media marketing objectives

drag2share – drag and drop RSS news items on your email contacts to share (click SEE DEMO)

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Tuesday, March 12th, 2013 news No Comments

digital audit

a full digital audit of a brand’s marketing efforts in the digital space consists of assessments of their online advertising and search (paid and organic) activities. It also includes a competitive scan to reveal competitors they would not normally associate with their brand (the usual suspects). Their marketing activities are compared against social media benchmarks and other digital performance benchmarks like click rates of other advertisers in the same industry vertical or similar site size.

more details on digital audits are here…

more details on digital strategy courses are available here….

digital audit analysis

digital audit search results

brands can also assess their digital presence and how they compare to other brands in the same industry by using their Digital Footprint Score – DFS Score

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Thursday, February 19th, 2009 digital strategy, integrated marketing, SEO No Comments

social intensity – kpi (key performance indicator)

social networks – the places where people go online to socialize

social actions – the act of socializing on social networks

social intensity – the frequency and quantity of social actions; this can/should be a new KPI (key performance indicator) for marketers to assess whether digital marketing efforts are working and yielding positive results against business objectives

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Wednesday, January 21st, 2009 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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