marketing efforts
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%).
Facebook Is Just As Influential As Blogs In Shaping Women’s Purchases
Source: https://intelligence.businessinsider.com/welcome
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.
Data-Driven Marketing Efforts Increase – eMarketer
source: http://www.emarketer.com/Article/Data-Driven-Marketing-Efforts-Increase/1010108
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.
Small Businesses Adopt Social Media As A Go-To Marketing Tool
Source: https://intelligence.businessinsider.com/welcome
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.
Pharma’s Online Marketing Efforts Continue to Pay Off

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.
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…http://mktsci.com/digital_audit.html
more details on digital strategy courses are available here…. http://go-digital.net/blog/2011/01/digital-strategy-courses-dr-augustine-fou/
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
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
Digital Consigliere
Collaborators – Digital Profs
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