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Brands love social media, and as evidenced by the number of high-dollar acquisitions of social media monitoring and analytics firms last year, they love the data that social media generates.
And, on the surface, there's a good reason for that: popular social networks like Facebook and Twitter give brands a front-row seat to the collective conversation consumers are having about their products and services. From that conversation, brands may, in theory, be able to gain valuable insights that help them connect with consumers and serve them better.
From social media sentiment analysis to digital ad buying, faster is increasingly seen as better, or at least necessary.
So it's no surprise that the ability to generate lots of data and analyze it rapidly is changing the way products and services are sold.
Despite the fact that real-time bidding is a complex and sometimes confusing space, media buyers and sellers alike continue to flock to RTBs, a trend that experts don't believe will end any time soon.
Real-time bidding, of course, isn't the end-all and be-all of digital advertising, and there are numerous areas for concern.
But is the entire model for how ads are bought and sold via RTBs broken?
Last week, Facebook made what could prove to be one of its most important announcements ever.
After years of discussion, speculation and debate, the world's largest social network is finally executing on a search strategy, and while it doesn't look like a threat to Google, at least initially, Facebook's Graph Search is no less interesting.
Mailrooms are quickly becoming anachronistic features of corporate offices, but in their prime, they featured postage meters and beeping, blinking copy and fax machines bearing the Pitney Bowes logo. The company did very, very well.
But as physical communication methods became more digital, Pitney Bowes’ profits fell. Between 2008 and 2011, revenues slipped to $5.3 billion, a billion-dollar drop as US and European economies, its key markets, softened.
Competitors like Kodak went bust and Xerox nearly filed Chapter 11, but Pitney Bowes sought to evolve with the times by adding a robust suite of digital marketing products for B2B clientele intent on reaching audiences through email, social, and mobile channels.
In the next five years, Experian predicts more than 50% of marketing budgets will be associated with mobile, as above-the-line channels continue to become more interactive and engaging - but it’s a far cry from where Australian marketers are today.
A recent study conducted by the CMO council and Adobe found only 41% of Australian marketers are spending 25+% of their marketing budgets on digital activity as a whole - and there is little doubt in my mind that mobile investment is barely more than a blip.
With consumer consumption of mobile internet growing at a rapid rate, Australian brands can no longer ignore the importance of mobile as a key channel within the marketing mix.
You need effective keywords to launch a successful search engine optimising campaign, and your site search data can provide a treasure trove of search terms that your customers already use.
If you’re only using web search terms for your search marketing efforts, you’re missing out on a great opportunity to strengthen your keyword list.
Mine site search data for keywords in order to boost the success of your campaigns.
Since the rise of social media, companies have been implored to 'listen' to their customers. If you listen, they are told, good things will happen.
The truth, of course, is that most businesses have never been completely deaf to their customers.
Social media has simply created new ways to listen.
Most retailer marketers are sitting on a mine of unused big data. This kicks off a series of how-to-guides for constructing agnostic strategies around big data for the purpose of improving conversion.
Big Data has saturated the news cycle in 2012. But what exactly is big data, who is using it and how can your brand apply it?
Amazon may be the world's online consumer retail giant, but don't let that fool you: the company isn't content with being the Walmart of the web.
Already, Amazon has become a leading player in the cloud computing space, and in 2013, it's coming to Madison Avenue, perhaps in a big way.
After decades of fighting the image of being a ‘fluffy’ cost centre, the marketing function is finally escaping the long-held mis-perception of being all about ‘creative’ with an inability to prove measurable impact on the bottom line.
The growing importance of the Chief Marketing Officer, especially in business-to-consumer organisations, is the strongest indication yet of this continued professionalisation within the function.
Everyone loves statistics, so as the year comes to a close, we’ve pulled out some juicy data for the region.
All the information has been taken from Econsultancy’s Australian Internet Statistics Compendium, a data-behemoth document that’s more than 450 pages long and updated on a monthly basis.
So, what’s happening in digital, Down Under?