Social media will continue to be a prominent channel for marketing in 2013. It has forever changed the way brands interact with customers and prospects. While the majority of marketers are utilizing social media as a key communication channel, there are still a lot of question marks about the true value of marketing through social forums. Marketers need to change their mindset about how to use and derive value from these newer channels and eventually maximize the revenue potential of these captive audiences.
When marketers post a campaign to Facebook they may ask, how many likes will this drive or how many users will view this? Those aren’t necessarily the right questions as it relates to social media. These forums are different than other forms of communication and marketers need to start looking at the big picture. Social media is part of the consumers’ daily life, with over 1 billion Facebook users, reaching a vast amount of consumers through a forum they use nearly every day has a special value.
A recent survey found that 62 percent of marketers are leveraging social media profile data (e.g., profile ID, likes, and, interests). Yet, many marketers need to effectively leverage this profile data across... Read more
Retail metrics during the holiday season are typically focused on aggregations like overall retail sales are down 0.7% year over year, or activity on Black Friday, Super Saturday, or Christmas Eve was above or below last years numbers. While this macro level of reporting is interesting, it is limiting in terms of competitive insights and actionablity.
Placed recently released its Holiday Shopping Insights providing in-store activity reporting down to the retailer. As part of this analysis, Placed looked at the busiest days for some of the largest retailers in the US including Walmart, Target, Toys 'R' Us, Macy's, Best Buy, and Kohl's.
This analysis highlights that a single days performance does not make or break a retailer's Christmas. Rather these insights highlight consumers' retail preferences are variable based on time of year. For example, Target's busiest day was Christmas Eve, while for Best Buy is was December 22nd. The ability to look past macro retail trends and dive into retailer level insights enables marketers to react in season to offline behaviors of consumers.
As consumers retail preferences change based on time to Christmas, marketers are able to leverage consumer behaviors to drive incremental sales. The ebbs and flows in terms of relative in-store visits were... Read more
When you look at the buffet of content available to us these days – from every conceivable source, on every established and emerging platform – you might think that content remains the manna of digital marketing that it once was.
It’d be an understatement to say that brands have embraced content creation as a marketing strategy. Branded content has become a staple of cross-platform, integrated marketing campaigns everywhere, as a nearly fail-proof way to engage consumers, and turn them into customers. As industry analyst Rebecca Lieb said recently, every single one of the major brands she speaks with is increasing its production of original content.
But am I alone in thinking that maybe it’s enough already? Sooner or later, some savvy startup or sprawling conglomerate has to realize that the long tail is losing its appeal. More isn’t always better, as Sheena Iyengar said in her awesome TED Talk. What we need isn’t customization, but relevance.
So how can we, as marketers, deliver the relevance customers want and need? How can we ensure that our content – whether it’s an article, an ad, or an image – reaches the right consumers in the most relevant and meaningful way?
Behavioral targeting gets part of the... Read more