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Are You Using Programmatic Yet?

eMarketer

If you haven’t gotten on the programmatic advertising bandwagon already, you may be getting left in the dust. According to a Chango survey of marketers in North America and the UK, 75% are already using programmatic advertising, including 18% who have been at it for more than two years. Though nearly twice as many have only been on board for the past year or less, there are still 9% who have no plans to even begin with programmatic.

182012 Are You Using Programmatic Yet?

It’s not surprising that with so many respondents saying they’ve begun their programmatic efforts relatively recently, most also agreed that they would be increasing their usage of programmatic at least somewhat during 2015. Nearly three in 10 expected significant increases in usage next year.

What’s driving the shift? More than eight in 10 respondents cited better targeting opportunities across devices and platforms, and 77.6% said they saw increased ad performance with programmatic. But not everything about the rise of programmatic is so rosy.

182016 Are You Using Programmatic Yet?

There are a number of factors still inhibiting its growth among marketers responding to the Chango survey. Two-thirds complained about problems with measuring their results, and integration of data from multiple resources or devices were also a problem for majorities of respondents.

Most marketers have caught up with the basics, though, like the buying process and creative execution.

How Brands Can Convert Facebook Users Into Customers

CITEworld

Marketing is sometimes considered a niche form of storytelling, but its stories mean nothing if they don’t make brands resonate with potential customers and ultimately lead to sales. Many modern marketers view the people who connect with their brands on social media as potential leads that could become customers.

Converting users to customers on social media platforms such as Facebook isn’t always a straightforward process. The journey is often riddled with challenges and unmet opportunities. Using social media to achieve brand lift, loyalty and engagement is typically easier to do but harder to quantify and justify as a business investment.

“No one trusts a brand or brand stories anymore,” according to Cameron Friedlander, marketing technology strategy lead at Kimberly-Clark, a consumer packaged goods conglomerate. “As a brand speaking directly to consumers all you can do is give them facts either about the category, the brand, product or company.”

The most important thing any brand can do to cultivate and eventually convert Facebook users into customers is provide useful facts, insights and ideas, he says. “Doing this requires brands to think differently about content and consumer engagement.”

Consumer Trust Doesn’t Come Easy

Consumers trust and listen to individuals with whom they have personal relationships more than brands, Friedlander says. “Consumers value each other’s opinions, not brands or companies.”

Brands need to build content ecosystems that inspire users to engage with each other and share insights and ideas on behalf of the brands, “to help nudge them towards a brand when it comes to purchase time,” Friedlander says. “Recommendations from people you know are what count when it comes to conversion.”

Ecommerce platform Shopify, which powers more than 120,000 online retailers including Amnesty International, General Electric and Tesla Motors, says Facebook is fueling the vast majority of its orders that come from social media. More specifically, Facebook drives 63 percent of all social media visits to Shopify stores and accounts, for an average of 85 percent of all orders derived from social media, according to Shopify data based on 37 million social media visits that led to 529,000 orders.

Facebook also delivers the highest conversion rate for all social media ecommerce traffic, at 1.85 percent, according to the Shopify data. Conversion rates for Google+, Twitter, Pinterest and LinkedIn were all below 1 percent during the same period.

The average value of sales generated via Facebook for Shopify’s stores was $55, which is below the average value of Pinterest, Instagram and Polyvore sales. Facebook dominates social orders in markets including photography, sports and recreation, pet supplies, jewelry and apparel, but it faces tough competition from other networks in the collectibles, digital products, services and consumer electronics markets.

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James Foulkes: Why Mobile Marketing Is Important

IDG GlobalSolutions Color James Foulkes: Why Mobile Marketing Is Important

We have asked the IDG Mobile Advisory Board why mobile marketing is crucial in the advertising mix. This is what James Foulkes, Co-Founder of Kingpin Communications, said…

Today our phones are as vital to us as our wallets. But a wallet can’t browse the web, compare products, or watch catch-up TV. Extending this further, the mobile revolution is no longer just about one single deivce. The rise of tablets and technology like Apple TV mean we need to talk to a multi-screen audience and that has to drive us to think about context even more than we ever have. For example, during daytime working hours desktop banners may have validity. We might need to share video/snacking content around commuter time and more research driven content for home in the evening and weekends – each have different call to actions and responses. This means the key questions we ask before we commence any campaign haven’t changed – we still need to know what defines success and how to measure it. The big shift will be to acknowledge that with the context being more widespread and complex – our metrics will also have to adapt.

james foulkes mobile quote short James Foulkes: Why Mobile Marketing Is Important

  • See what JON HOOK, Head of Mobile at Mediacom International and Mediacom Beyond Advertising, says about mobile marketing…
  • See what CHRISTOPHER CARMICHAEL, Director of Media & Digital Marketing at HP, says about mobility for business…

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Lead Gen Said Top Objective – and Challenge – for B2B Digital Marketing Programs

Marketing Charts

Lead generation ranks as the top objective for B2B companies’ digital marketing programs, according to a study released today by Webmarketing123. Presented with a list of 6 objectives, a leading 41% of B2B respondents chose lead generation as their top goal, while 27% pointed to sales and revenue generation and 17% to brand and product awareness. Not surprisingly, generating enough leads counted as the leading digital marketing challenge, for 21% of respondents, closely followed by producing enough quality content (20%) and converting leads to customers (19%).

The study notes that compared to last year, more B2B marketers cited revenue generation as a top objective, while fewer identified lead generation. That suggests that their digital marketing objectives are starting to more closely resemble those of their B2C counterparts.

Continue reading… 

Tucon 2013: Is It Possible To Calculate The ROI Of Enterprise Social Networking?

IDG Connect

Speaking at Toucon 2013, Forrester & KPMG discuss ways around calculating the ROI of Enterprise Social Networking, and why instead you should focus on use cases.

“We’re accountants, we like numbers.” At KMPG, the bottom line is usually the most important. So what happens when they try to justify the value of something as intangible as the value of social collaboration to a bunch of accountants?

Speaking at Tucon 2013, Rob Koplowitz, Vice President, Principal Analyst at Forrester research was joined by Alex Chapel, Global Internal Social Collaboration Lead for KPMG to talk about the business value of Enterprise Social Networking (ESN) and how best to get people to understand what it can bring to a company.

Forrester has done some interesting research on the subject; according to Koplowitz’s research, it’s actually Baby Boomers, not Gen Y, that are driving demand for social collaboration. On an organizational level,  41% of the companies he talked to had implemented or were expanding their ESN system, 12% were planning on doing so in the next year, and another 12% in more than a year. However you cut it, ESN is hot news right now. But how to define where it adds value, pinpointing hard figures is still the hardest part of the puzzle.

Continue reading… 

SMBs Lean on Content for Lead Gen

eMarketer

White papers, webinars are leading SMB content pieces used for lead gen

Small and medium-sized businesses (SMBs) are always on the hunt for new leads, and increasingly, content marketing is how they are finding those prospective customers. According to a May 2013 survey from Business.com, three-quarters of US SMBs actively worked on lead generation tactics, with a variety of different types of content used for this purpose.

As to which content marketing tactics respondents from SMB companies deemed most effective, nearly all content approaches received fairly high marks. Among the most valuable types of lead gen-oriented content marketing were white papers, webinars and case studies. More than 60% cited both white papers and webinars as at least somewhat valuable, with white papers especially likely to be considered extremely valuable. Videos were seen as the least valuable type of content marketing tactic. However, a still considerable 56.4% of respondents thought it was at least reasonably valuable.

163653 SMBs Lean on Content for Lead Gen

Continue reading… 

How To Measure ROI on your infographics

B2B Marketing

You need to decide how you are going to measure success, i.e. which metrics you will consider in order to judge the outcome of your campaign. Content marketing in all its forms is notoriously difficult to measure in terms of ROI; often coming down to a question of semantics. Examining and assessing ROI will differ dramatically from person to person, depending on the goals of the content development and the business culture you are working in.

In fact, your definition of ROI in the context of infographics will dramatically alter how you approach the measurement of business performance.

In most instances ROI is being defined as the gain from an investment minus the total cost. But when you’re unable to clearly measure business gains through a purely fiscal lens, this calculation becomes infinitely more difficult.

Approach to measurement
In order to judge the ROI of an infographic effectively, you need to decide how you are going to measure success, i.e. which metrics you will consider in order to judge the outcome of your campaign.

Read more… 

Survey: 46% Of Marketers Have Content Marketing Strategy, Only 25% Track Social Media Results

Marketing Land

A new survey from content marketing provider Skyword found that nearly half of the respondents polled have a formal content marketing strategy, but only 25 percent are measuring the results of their social media content marketing efforts. Conducted by Unisphere Research, the survey included 217 participants from the readership base of CRM Magazine and EContent Magazine, reflecting a variety of industries and business sizes.

The survey covered a number of content marketing trends, focusing on how organizations produce and distribute content. According to the findings, the number one reason marketers are implementing content marketing initiatives is to engage customers and prospects, with 68 percent of respondents claiming it is their primary goal.

While 46 percent of the survey participants report their organizations have formal content marketing strategies, 37 percent claim they are working on developing content marketing programs.

For the organizations leveraging content marketing programs, 48 percent say their efforts are resulting in engagement with customers and prospects, and 41 percent are seeing an increase in brand awareness.

View charts and the rest of the article… 

Content Marketing 2013: What Can We Learn From Charles Dickens

IDG Connect 0811 Content Marketing 2013: What Can We Learn From Charles Dickens

The Content Marketing Report 2013 shows that 82% of organisations are planning on increasing their content production over the next 12 months, whilst Content Marketing is becoming one of the biggest buzz words today. But what does it all really mean for businesses and how can Charles Dickens help today’s marketers tap into an escalating demand?

Put simply, Content Marketing is the art of using really good information to promote brands, products and services. Yet beneath this neat wrapper it is not so simple…

Content Marketing is truly disruptive, flying in the face of conventional smash ‘n’ grab advertising and demanding different skillsets and longer term nurturing techniques to prove successful. And the challenge is growing, because as escalating volumes of content floods online, it is becoming ever more difficult to produce premium quality content that that stands out in a saturated space. Today, truly engaging an audience requires creative storytelling, journalistic fact checking, all coupled the promotional wiles employed by most marketers.

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Brands at ease on social ROI

Warc
 
NEW YORK: Major brands, such as Nissan and MasterCard, have been unable to correlate their social media activity with business outcomes but are continuing to invest in the channel.
 
“If brands are losing sleep at night wondering about ROI on their social investment, they’re investing too much in social,” Adam Broitman, MasterCard vice president of global digital marketing, told Digiday.

Broitman also likened social media to air: “We have no choice but to breathe it.”

His comments were echoed by Erich Marx, Nissan’s director of digital marketing, who said: “We don’t think about the ROI of social; we think about the cost of ignoring it.”

“I’m not dismissing ROI, because it’s always important, but we’re not about to cut back or dismiss social media because we can’t define it,” he added.