Brands are taking Facebook video as seriously as YouTube. But what performs well on each platform differs, according to new data from digital video analytics company Tubular.
For a second week running, Air France’s “France is in the air” video soared on YouTube, racking up more than 17.8 million views on the platform from March 14 to March 20. That makes the playful, 45-second spot the current top brand video on YouTube. On Facebook, meanwhile, a clip from Marvel’s upcoming “Avengers: Age of Ultron” film topped the charts, attracting 9.4 million views between its Thursday upload date and the end of Friday.
“There was obviously significant spend behind [the Air France video], because you see there was only a tiny amount of [likes, comments and shares],” said Allison Stern, vp of enterprise at Tubular Labs. More paid promotion leads to a lower engagement rate, she said.
According to this 2014 Tech Marketing Priorities study by IDG Research, metrics are key to social media marketing for tech marketers. Although 3/4 of marketers claim to accurately leverage social media as part of their marketing strategy, measurement/ROI is still a top concern when initiating a social media campaign.
This IDG Research survey was conducted of global senior tech marketing leaders providing insights into key marketing priorities for 2015 and beyond.
Singapore and Hong Kong, February 16, 2015 – International Data Corporation (IDC) announces today that this year customer experience will become the number one customer-related priority for organizations in Asia Pacific (excluding Japan) or APEJ. However, the CMO and CIO will need to partner and align their goals to guarantee success.
“Today, being first to market, having the lowest price, or being the best does not necessarily help. Businesses need to be agile and give customers what they want 24/7. Customers may buy your products or services, but what keeps them coming back is the experience,” says Daniel-Zoe Jimenez, Senior Program Manager, Big Data, Analytics, Enterprise Applications & Social Lead IDC Asia/Pacific.
He advises marketers to become savvier about the business, data, and customers to address the “empowered buyer” needs. CMOs are expected to lead the enterprise transformation around customer experience. In fact, IDC Asia/Pacific CMO Barometer shows that 31% of CMO roles are expanding to include customer experience and support.
Jimenez notes, “The CMO role is evolving to incorporate new responsibilities. In other regions, we have seen organizations completely replacing this role with a Customer Experience Head.”
There is no denying there has been a lot of hype around customer experience and many organizations still struggle with the concept, since there are many moving pieces and intangibles. However, customer experience is far from being just today’s buzzword; it is a top priority for CMOs in 2015.
“If you are not already thinking about this then you are not listening to your customers. The idea of delivering greater experiences is not new; but what is different now is that organizations are increasingly focused on ensuring these initiatives are tracked and are using metrics that are closely aligned to the business,” says Jimenez.
The era of cheap mobile clicks is coming to an end. Not that long ago, Google’s Enhanced Campaigns were, in part, designed to level the gap between mobile and desktop cost-per-clicks (CPC).
But in 2015, search as a whole will cross the “mobile tipping point” with the number of mobile queries exceeding those made via desktops or tablets, according to a study conducted by iProspect, part of Dentsu Aegis Network.
This means paid search in 2015 will be less about purely tactical delivery and more about high-level strategy and brand experience. “If all you’re doing is targeting keywords that align with your consumer and shouting a marketing message at them, you’re losing in search — you need to use strategic audience insights built into a granular, detailed account structure and process to set yourself up to be a good conversation partner in search,” says Jeremy Hall, Director of Paid Search, iProspect.
iProspect’s report, based on data from over 1,250 AdWords accounts representing more than 135,000 active campaigns, showcases trends for 2014 as a whole with a special focus on Q4 2014 year-over-year trends.
From 2013 to 2014, paid search impressions decreased while click-through-rates (CTRs) and cost-per-click (CPC) increased. Across all verticals, year-over-year impressions for 2014 vs. 2013 are down (-9%) and clicks are up (+9%), resulting in a CTR increase of 20%.
“The first thing I saw when I dug into the results was the drastic dip in impressions, which really surprised me since I knew we were spending more aggressively—but when I saw that clicks had increased, the impression drop made sense,” says Hall.
“In the past year, iProspect has really increased usage of Remarketing Lists for Search Ads (RLSA) in order to focus our spend on the most qualified audiences—and the result was a decrease in lower-value impressions and an increase in quality traffic.”
Clients that incorporate mobile into their efforts are increasingly able to see growth, not just from user adoption, but from marketer success, and they’re able to drive tangible, measurable results. To that end, mobile CPCs across iProspect’s performance-based clients increased 67% year-over-year in Q4, driven by this better mobile and cross-device reporting and insights into online-to-offline trends.
According to this 2014 Tech Marketing Priorities study by IDG Research, a successful marketer needs to be the proper balance of storyteller and data scientist. This is a challenge media companies can assist with on several fronts through the design of custom marketing programs to fuel the “storytelling” … to help with the “science” of designing and managing data-driven marketing strategies.
Content Marketing Institute/ Marketing Profs/ International Data Group (IDG)
Looking for insight into how technology marketers are using content marketing? Check out Content Marketing Institute’s newest research report, 2014 B2B TECHNOLOGY CONTENT MARKETING TRENDS — BUDGETS, BENCHMARKS, AND TRENDS, NORTH AMERICA, sponsored by International Data Group (IDG).
This infographic video focuses on budget, insourcing vs. out sourcing and the challenges tech marketers face with content marketing.
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