tactic
On Facebook, Retailers Tackle How Best to Drive Sales – eMarketer
source: http://www.emarketer.com/Article/On-Facebook-Retailers-Tackle-How-Best-Drive-Sales/1009793
In 2011, major retailers in the US flocked to Facebook to build digital storefronts in hopes of capturing sales where so many socialized. But by the end of the following year, most high-profile players had closed their Fcommerce shops.
While some US retailers and brands forge ahead, the e-tailing group’s “15th Annual Mystery Shopping Study” found that what appeared to be a mass exodus did indeed happen. The number of retailers in the US with Facebook-enabled checkout dropped 63% between Q4 2011 to Q4 2012, to 6%.
Still, even as fewer “buy now” and “add to cart” buttons sprinkle Facebook’s newsfeeds and apps, US retailers know the importance of being on the site. According to a new eMarketer report, “Facebook Commerce: Evolving, Not Extinct,” the question is whether or not retailers can crack the commerce half of social engagement.
According to the e-tailing group, 98% of US ecommerce merchants surveyed had a Facebook page in Q4 2012, and nearly the same number of respondents (97%) linked to Facebook from their site. It is also notable that sharing in general is on the rise—a tactic growing in popularity as social discovery becomes a bigger part of the shopping process.
And even if Fcommerce did not work out for plenty of retailers, they are still positive about the role Facebook plays in social commerce. A survey by RichRelevance demonstrated that Facebook retailers in the US consider Facebook with high regard: The site took up a significant share of user social commerce sessions compared with other social! network sites in 2012.
Leads Take Hold as the Primary Goal of Content Marketing – eMarketer
source: http://www.emarketer.com/Article/Leads-Take-Hold-Primary-Goal-of-Content-Marketing/1010107
Content marketing saw its importance balloon between 2012 and 2013. According to conference organizer IMN’s “2013 Content Marketing Survey Report,” the number of US companies with formal content marketing strategies in place jumped from 28% in 2012 to 49% in 2013, while those without a content strategy contracted from 26% to 18% during the same period.
And even if not all companies surveyed had a content marketing strategy in place at the time, another one-third said they were working on one, suggesting that by 2014, the percentage engaging in content marketing will only go up.
As more have focused their efforts on content, the purposes of the tactic are convering on one key goal: lead generation. Last year, increasing leads was the No. 4 goal among marketing professionals—cited by only 16%— behind engagement, awareness and loyalty. This year, generating more leads was the No. 1 goal, cited by 44% of respondents, far ahead of any other response.
Primary Campaign Goal of CPG is Brand Awareness
Because CPG brands are primarily purchased in physical stores, awareness-focused campaigns are typically more effective than direct response.
For CPG advertiser Procter & Gamble, mobile video advertising is a beneficial tactic to drive user engagement.
Read more at http://www.emarketer.com/Article/CPGs-Mobile-Ads-Meet-Awareness-Goals/1009846#JZBAiJtY0GD6Z7Vs.99
Digital Orchestration
digital orchestration means helping clients orchestrate and coordinate the activities of agencies that have particular specialties — search engine optimization (SEO), search engine marketing (SEM), website design and build, analytics, social marketing, etc. Too often, clients are not comfortable asking about digital or don’t know enough to tell if the agency specialists are recommending the correct strategy or tactic.
search consultants typically help individual clients find individual agencies that are good at a particular area — e.g. TV agency, digital agency, SEO agency, etc. Today, this is no longer as effective because the different disciplines and specialities need to work closely together and feed off of each other to work properly.
Digital Consigliere
Collaborators – Digital Profs
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