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The elusive social ROI. Executives demand it, marketers search for it.
But it’s actually not so elusive, especially for those marketers who’ve embraced the latest social technologies. In fact, there is a treasure trove of data available.
Perhaps, however, marketers should not be thinking old-school marketing metrics for today’s social web. For social, it’s more about the ROE (return on engagement) than the ROI.
The future of Google's greatest social networking effort to date, Google+, may be debatable, but the search giant hasn't found it very difficult to lure brands to Google+.
And for good reason: Google+ has been Google's most respectable social effort to date and brands have learned that getting on board services before they get big is often a far better strategy than waiting until it's too late.
While ASOS and Topshop may have larger followings, New Look's social media strategy is driving more valuable engagement, according to a new study.
Following last week's stats showing Topshop as the most popular retailer on Facebook and Twitter, stats from Stickyeyes look at the balance between volume and social engagement.
As well as engagement, the study looks at the promotional tactics used by retailers on social media and their effectiveness...
With literally hundreds of millions of consumers logging on to the internet and using social media every month, it's no surprise that businesses have flocked to services like Facebook, Twitter and Pinterest.
Whether they're looking to hawk their wares or listen to what customers are saying about them, there are numerous social media use cases that apply to just about every business under the sun.
But how many of the companies using social media are actually measuring what they're getting from it?
Attribution is the name of the name at the moment.
A hot topic at our recent Digital Cream London event, social and online spend is now more under the microscope than ever.
It's not enough just to have fans and followers; you have to know who they are, where they came from and what they want from you.
As such, the social media management/dashboard industry has blossomed of late and grown into something much more mature.
We spoke with the CEO of one player in this space - Vitrue's Reggie Bradford - to discuss Facbeook Timelines, changes to tabs, measurement and social advertising.
Econsultancy recently launched its State of Digital Marketing in Australia report, which found that online marketing is rapidly becoming a priority for companies, although many are struggling with elements within this.
However, a number of organisations in the country have a well-established legacy of digital operations, arguably the most recognisable and prominent being Tourism Australia, the official Government agency which is responsible for both the international and domestic promotion of Australia as a travel destination.
Here, their executive general manager of consumer marketing, Nick Baker, explains the secrets of their success to date, as well as their plans for the future…
The strictly regulated financial services industry has, in the past, shied away from social media engagement.
Common objections, even a year ago, were: people don’t want to talk to their bank, it’s too risky, too expensive or not relevant. But despite a slow start, things are starting to change.
It turns out that people do want to talk to their banks - specifically younger customers.
Recent research by Sitel, reported on Econsultancy, shows that 15% of 16-24 year-olds choose to interact with customer service on Twitter, Facebook, blogs and forums.
An important question on the mind of the modern email marketer is: 'how often can I send marketing emails to my list?'
It’s not surprising really; online sales hit record highs this Christmas and New Year, email is now a core revenue-driving channel and is proving to be very important.
So how do you manage that fine balance between short term revenue and longer term list value, to make the most of the sales potential now and protect the value of your list for the future?
In this post I will set out the key elements to consider when deciding who to send to and how often.
It’s a commonly believed myth in email marketing that the more email addresses a sender has on their database, the higher their chance of success.
In fact, this is an inaccurate and detrimental approach and many email marketers don’t consider the consequences of contacting people who aren’t interested in their brand or, worse still, don’t exist.
Organisations are employing a variety of digital sales and marketing tools, channels, content and practices to generate awareness and traffic to their web assets, but the percentage of that traffic converted to contacts, prospects, leads and actual business is woeful.
Why is that, and what can we do?
This post presents the idea of an 'Engagement Zone' that integrates content access, next steps, calls-to-action and marketing automation into a custom conversion solution.
Executives are frequently encouraged to adopt a multichannel approach to business because, they’re told, doing so will produce a result that’s greater than the sum of its parts. but is this really the case?
If any industry can prove that you can put two channels together in interesting ways and produce powerful results, it’s the television industry, which is increasingly finding a variety of ways to embrace an ever-social internet.
Following the subsequent acquisition of Maktoob by Yahoo, Samih founded Jabbar Internet Group, an integrated group of online companies and websites. The group’s assets extend from e-commerce sites to online games, to advertising products & search services.
I caught up with Samih to find out a little more about the companies within the Jabbar Internet Group, and the future of digital marketing in the Middle East...