'Opinions' Category

Report: Social Media Analysis – Luxury Auto Manufacturers

Posted by Doug Schumacher on July 24th, 2014 at 12:33 pm

Automobiles are often objects of passion, and as such, can be well suited to social media. But as this report shows, not all luxury autos are created equal. At least not when it comes to drawing fans and generating engagement on social networks.
The Zuum report “Social Media Analysis - Luxury Autos” is an industry benchmarking and content exploration into where the fans are in that industry, and what engages them. It looks at 12 of the Luxury Automobile brands. Social media networks included in the analysis are Facebook, Twitter, YouTube, Instagram, Google+ and Pinterest.
Key Highlights and Takeaways:

Facebook is the dominant network for most brands in this industry, but considerable activity is moving over to Instagram
Google+ has considerable fan base overall, but is driving minimal engagement with brand content
There’s surprisingly little promotion of posts on Facebook from these brands
Mercedes is prompting their fans on Facebook to join them on Instagram. A possible move in reaction to Facebook’s declining reach issue.
Auto-enthusiast magazines are generating significant engagement for some of the brands, something brands should leverage when possible, as not all press will be entirely possible.

Brands analyzed are: Acura, Audi, BMW, Cadillac, Infiniti, Jaguar, Land Rover, Lexus, Lincoln, Mercedes-Benz, Porsche and Volvo.

3 Things You Should Demand From Your Agencies Today (#3 Is Critical)

Posted by Nathaniel Kangpan on July 23rd, 2014 at 12:39 pm

It's incredible to witness the speed at which the scope and volume of marketing data has been increasing.  It's laughable what was considered big data for most of us even as little as 7 years ago.  I distinctly remember being brought in as a consultant in the mid 2000s to work  with a top tier, global retail bank on a 'big data' project to analyze a customer portfolio of roughly 500,000 records. It was considered a big data project at the time because their analysts could no longer handle the quantity of records since Excel at that time capped out at ~65,000 rows.

Now it's common for marketing analysts to work with millions or even billions of records in impression logs, transaction files, etc.  Oddly, most agencies and ad tech companies don't ultimately provide their clients with any of this detail, choosing instead to report entire campaigns as a single line item in a document generated once a month (like it's still 2002). If the data is available, you should have access to it.

In my opinion, here are three rights you have as a client when you work with an agency or ad tech partner these days:

#1: Knowing where your campaigns... Read more

The art of in-app video ads (part 1 of 5): Conquering quality

Posted by Daniel Kang on July 23rd, 2014 at 8:49 am

Video has played a leading role in marketing budgets since the first television ads appeared in 1941. But while TV may have been the beginning, it's not where the video ad market ends anymore. eMarketer recently reported that US adults will spend 23 percent of their time with mediaon mobile devices this year. Naturally, there's a growing appetite among marketers for TV-quality experiences on mobile phones and tablets.
So why do we see these kinds of experiences so rarely? It’s mostly a question of technology. The advertising industry is moving towards a programmatic buying model, but building programmatic platforms for mobile video means overcoming unique technical hurdles.
In order for advertisers to shift the more than $200 billion in TV ad spend onto newer platforms, the industry has to address the issues of ad quality, latency, brand-safety, standards, and optimization. In today’s article, we’ll discuss mobile video ad quality.
It’s all about bitrate
One key to delivering a TV-quality mobile video ad experience is delivering large video files to mobile devices in a user-friendly way. Video files are much larger than banner ads, particularly when the videos are long, and presented in HD.
One common strategy is to cut down on file size by reducing bitrate.... Read more

Video Myths and Realities (Infographic)

Posted by Colin Osing on July 22nd, 2014 at 2:03 pm

With more companies looking to increase their video production for enterprise use, there are many myths and realities that get lost in translation. Some myths that are currently associated with video production include:

Having video production for businesses is too expensive
Video production is complicated and companies don’t have the time to invest
Corporate websites do not need video

For companies looking to increase their video production capabilities, some realties that can help take digital marketing to the next level include:

93% of marketers used video for online marketing in 2013
82% of marketers believe that online video has had a positive impact on their business or organization
52% of marketing professionals say that video is the type of content with the best ROI

This infographic gives examples of how businesses can use video to boost SEO, engage audiences, and increase sales. You can review the full info graphic here.

5 deadly mistakes in email marketing

Posted by Andy Shore on July 22nd, 2014 at 7:44 am

There are some things an email marketer can do that while they won’t kill you, they will make you dead to your subscribers. They’re innocent enough mistakes and some not totally egregious errors. However, when not taken into consideration ... they can mean the difference between email marketing success and failure. Here are five deadly mistakes made in email marketing.
Unbalanced content
Big blocks of text make everybody’s eyes glaze over. They’ll scan for anything in bold and headlines and probably ignore all the copy you worked hard on crafting. All the same, emails with too many photos will probably land you in the spam folder ... or at the very least go unseen thanks to inbox clients with images automatically disabled.
Neglecting list hygiene
It’s easy to see the logic that the more people you have in your email list, the more chances you’ll have to make a sale. Bigger isn’t always better, though. Actually, if you keep subscribers in your list that aren’t opening your emails, it can start to hurt your deliverability. Say you send a monthly newsletter. If a subscriber hasn’t opened your last six emails, they probably don’t want to receive them any more. They’re just too lazy to... Read more