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|12/11/2013||Newport Beach CA|
Social networks facilitate brand discovery, research and connection
Although social media users’ top methods of discovering, researching and keeping in touch with brands vary, they rely heavily on social networks throughout the entire customer life process, according to a September 2013 study by Wildfire.
Investments in the social advertising space are paying off for companies looking to boost awareness of their brand, product or service. The Wildfire report, which was conducted by Forrester Consulting, found that paid ads on social networks are the top method of brand and product discovery for social network users who engage with brands on social media. Forty-one percent of them reported that’s one way they typically become aware of new goods on the market.
The likes of Bing and Google are consistently beneficial to 34% of social network users in the discovery phase, but opinions from friends and followers on social networks are almost just as useful. Thirty-three percent of those surveyed said they typically discover new brands and products by reading and posting messages on social networks.
As we roll into the new year, here are the digital trends that are expected to play a big role in marketing strategies in 2014.
Here are some of the ones that were particularly interesting:
- Videos on landing pages increased conversions by 86%
- Customer testimonials have the highest effectiveness rating for content marketing at 89%
- 67% of B2B marketers consider event marketing the most effective strategy
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.
Actor Patrick Stewart rings opening bell, as Twitter tweets ‘#Ring!’
FRAMINGHAM – Twitter is now a publicly traded company, opening at a price of $45.10 a share, 73% higher than its initial IPO price.
The micro-blogging company became the latest social network to launch an initial public offering, as traders spent the morning getting ready to begin trading the company’s stock.
The company begin trading under the stock symbol TWTR on the New York Stock Exchange shortly before 11 a.m. today.
For Twitter, as well as for the social networking world, the IPO will be a milestone and a bellwether.Facebook, the largest social network in the world, had a troubled IPO disappointing IPO launch last year.
Now all eyes are on Twitter, a company that has yet to make a profit, to see if the company has charmed Wall Street, creating investor enthusiasm and pulled off a successful trading debut. Late yesterday, Twitter closed its books and priced 70 million shares at $26 apiece. That price valued Twitter at $14.1 billion, though that figure could climb if underwriters pull more optional shares in for trading.
Cloud platform provider Citrix released its 4Q 2013 “Citrix Mobile Analytics Report,” offering readers insight into mobile data subscriber usage patterns and their impact on service providers’ networks. Turning to the Android mobile OS and platform, Citrix found that three apps – Media Player, Mobile Browser, and Google Play – account for 83% of Android device mobile data volume. Media Player alone accounts for more than 50%.
Mobile advertising has grown substantially along with the proliferation of smartphones and tablets, according to the report. Mobile advertising now accounts for 1.6% of iOS data traffic and 2.2% of Android mobile data traffic, the report says. For 1Q 2012, those numbers were 1% and 2%, respectively.
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.
Facebook announced this morning that it is allowing advertisers to target mobile consumers with video ads. Yup, full-video commercials are coming to your Facebook app on both iPhone and Android.
The ad type is targeted at companies promoting their mobile apps: “Potential customers will be able to click play to watch a video featuring your mobile app before installing the app,” Facebook’s Radu Margarint posted this morning. “Video creative has proven to be an effective way to drive engagement in News Feed, and we look forward to helping developers use their video creative to find new app installs.”
This is probably not as big a deal as it may sound, since not much will change with the ad format itself. Now, instead of an image, there’s simply a clickable movie still. If you don’t tap, there’s no video — it’s not autoplay, which would be guaranteed to annoy. Still, it’d be nice if Facebook’s feature beta customer for the new video ad type was not a digital casino, which leaves a slightly bad taste in the mouth:
“In our early tests, we found that using video in our mobile app ads resulted in increased install rates and decreased costs per install,” John Clelland, a marketing VP for DoubleDown Casino said in a statement. “We’ve seen tremendous success with mobile app ads and are looking forward to using video to make them even more engaging with rich media like video.”
See how the continued growth of social media is fueling a fundamental change in the way marketers leverage audience engagements. When it comes to a global audience, social media is increasingly used as a trusted source of insights, information & opinion. For marketers, their investment in social media increases to help maximize engagement. View the infographic below for more statistics…
1 : NIELSEN AND NM INCITES 2012 SOCIAL MEDIA REPORT
2 : IDG RESEARCH SERVICES 2012
3 : COMSCORE MEDIAMATRIX 2011
4 : GARTNER’S 2013 US DIGITAL MARKETING SPEND
5: 2012 SOCIAL MEDIA & EVENTS REPORT BY AMIANDO
6 : 2013 NIELSON PAID SOCIAL MEDIA ADVERTISING REPORT
7 : SOCIAL MEDIA EXAMINER: 2013 SOCIAL MEDIA MARKETING REPORT1