As Mother’s Day approaches, many of us remember quotes from our moms--simple sayings which may not have rung true then, but are timeless now. Among them: “If all your friends jumped off a cliff…would you do it too?”
It’s obvious, but sometimes it takes a mother to show us that the well-worn path is not always the right path. And this is why your mother can actually buy media better than you.
Some Historical Perspective
See, here’s what she knew that can help online marketers right now. All online ad tracking systems used today are legacy systems built 15 years ago. They erroneously give all credit for a conversion to the very last ad in line. So if 10 ads were involved from the top of the conversion funnel to the bottom, the bottom one gets all credit. You’ve heard of line cutters (folks who cut in line), these are funnel cutters—stealing all the credit by jumping in at the end. Why do we still measure everything this way? Because that’s the way it was done, and we’re following everyone right off the media cliff.
We Are To Believe What?
Today, all those tracking systems have just one slot for which an online ad is... Read more
Tags: attribution, viewable impressions
Posted in Ad Networks, Ad Serving, Media Planning & Buying, Opinions, Research, Web Analytics | No Comments »
Links pointing to the future of marketing, from the co-founder of content strategy tool Zuum.
The Rise of the Visual Social Network
Infographic on the increasing use of photos in social media. Several weeks ago I posted a report on the Zuum blog on research we found that indicates that photos and videos drive sharing much more than status updates and links. Although these visual forms of content are often more difficult (read: expensive) to produce for brands, they're also seeing better response rates. And that can justify the added expense.
Via @adverblog
Mark Zuckerberg joins Viddy – it might really become ‘Instagram for video’ now
If you're wondering what the next Instagram might be, that headline pretty much covers it. Unless you want to see Zuckerberg's first video upload -- of his dog. To manage your expectations, I'll just say that David Fincher's job isn't in jeopardy with this.
Via @Aerocles
Hertz Creates Their Own Groupon Style Deals on Facebook
While this isn't a new idea, that doesn't mean it can't work. I guess the real question is, What's a Share worth? If it's $20 like this offer would indicate, then a lot of speculators are going to have to recalculate what a Facebook fan is worth.
Via @jasonkeath
More... Read more
Tags: content marketing, content strategy, Facebook, facebook marketing, Facebook strategy, Social Media, social media marketing, social media strategy
Posted in Creative Best Practices, Emerging Platforms, Opinions, Social Media, Web Analytics, Word of Mouth | No Comments »
When the Don Drapers of the world launched a client campaign, there was only one performance indicator – sales figures. If sales went up, the campaign was a success. So now that we are able to measure each aspect of a campaign, why do some folks still look at the components in a silo?
Back in the good old days of advertising, when the Don Drapers of the world launched a campaign for a client, there was only one performance indicator – sales figures. If sales went up, the campaign was considered a success, even though no one really had any idea what truly caused the lift. Then, along came online advertising, which brought with it a whole new, more granular way of looking at campaign performance.
When you run an online campaign you have the ability to track your campaign from day one, in almost real-time. This accessibility and abundance of data is both a blessing and a curse. While it gives us the power to finely tune campaigns to maximize ROI and minimize spend, the online portion of the buy becomes highly scrutinized, while the inherent value of “traditional” tactics such as billboards often go unquestioned.
The danger of simply looking... Read more
Tags: b2b marketers, b2b marketing, b2c marketers, b2c marketing, kpi measure, measurement, metrics, ROI
Posted in Opinions, Web Analytics | No Comments »
Much has changed in the SEO landscape and the practice of organic search optimization over the past year - from the ongoing Panda and Freshness updates to the introduction of Google+ and Search plus Your World. Then Google started encrypting a vast majority of keywords referred from organic search, and now Google has announced that websites will be penalized for “over SEOing.”
If you are a marketer you must be thinking, “How do I know if we are maximizing our SEO investment given all the changes Google has introduced?” If you are an SEO or marketing consultant you are probably asking yourself, “How do I sell my services and prove value to my clients?”
Although a lot has changed, two aspects of SEO remain certain:
SEO is not dead, nor will it die in the foreseeable future. Billions of marketing dollars are invested every year into “being found” organically in the search engines and this trend will continue. With more than a billion Google searches performed worldwide every day SEO is not going away.
The way we perform and measure organic search optimization has to change and is changing. Blatantly building out backlinks and optimizing on-site content is not enough. Measuring only rank and... Read more
Tags: content, content marketing, Digital Marketing, online marketing, optimized content strategy, Search, seo, social media marketing, social media strategy, Strategy, web presence optimization
Posted in Search, Social Media, Web Analytics | 1 Comment »
This is a nice way to celebrate one Fam out of the millions on their page. While the majority of communities this large will always feel faceless, occasionally featuring or acknowledging someone brings a sense of humanity to the community.
Oreo's post this week: "Fan Lisa T. was born in 1912 - the same year Oreo cookies were introduced. Wish her a special happy birthday below!"
SUBSCRIBE FREE
If you're not already subscribed, why not get this FREE weekly email of the most impacting posts on Facebook?
Free Sign Up
ABOUT ZUUM
Zuum is a tool that helps brands increase their engagement level with their Facebook fans by knowing what works on Facebook. For their brand and their competitors.
www.ZuumSocial.com
Tags: coca-cola, converse, disney, Facebook, facebook marketing, Facebook strategy, mtv, oreo, red bull, report, skittles, social media strategy, starbucks, top ten, youtube
Posted in Creative Best Practices, Emerging Platforms, Opinions, Social Media, Web Analytics, Word of Mouth | No Comments »
Copyright © 2012 iMedia Communications, Inc. All Rights Reserved.
