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All digital marketing activity is measurable. Right?
It’s nice to think that’s the case and there are a lot of people who believe it, but unfortunately it’s simply not true.
The reasons for this are numerous, not least that companies are struggling to keep up with the constantly shifting digital landscape.
In the past digital analytics mainly focused on desktop activity, but now businesses have to employ a broader range of analytics products to measure activity across relatively new channels such as mobile and social.
The new Econsultancy/Lynchpin Measurement and Analytics Report examines the extent to which different analytics tool are used by surveying more than 1,000 digital professionals.
Companies are well aware of the need for digital transformation in a world where their customers are 'always online'.
Consumers are using computers, mobile devices and social platforms as integral parts of their day-to-day lives.
While technological advancements are empowering consumers, they are also creating new opportunities for businesses that can acquire and process the data from these activities and use the insights to drive decision making and action.
But according to the Econsultancy and Adobe 2014 Digital Trends report, only 23% of marketers believe they have the marketing technology they need to be successful.
This highlights the need for organisations to replace their legacy systems with technology that positions them to capitalise on current and future opportunities.
Search marketing budgets are set to rise, with companies increasing spend on PPC and SEO in 2014.
58% of companies plan to increase their paid search budgets this year, up from 55% in 2013, while 55% will spend more on SEO, up from 51% a year ago.
Here are a few of the key findings from the report...
Anyone involved in digital marketing will be acutely aware of native advertising’s meteoric ascendance over the past year or so.
According to Hexagram’s 2013 research, 62% of publishers are currently offering native advertising opportunities, followed by 41% of brands and 34% of agencies.
Furthermore, 66% of brands say they create their own content for native ads and the most popular forms of native advertising are blog posts, accounting for 65%, with articles at 63% and Facebook at 56%.
Native advertising presents a hugely exciting opportunity for brands to access new (and qualified) audiences that - through continual exposure to brand content - are increasingly likely to ‘convert’.
Furthermore, it is hoped native advertising will become digital advertising’s great saviour - particularly as the efficacy of online banner ads occupying similar spaces continues to diminish.
That said as the collective euphoria around native advertising grows, so too will the demands from brand CMOs that it be measurable, sustainable and profitable.
To that effect, all of us involved in the content marketing/native advertising space (whether you’re a technology-provider, as well, or a publisher or a content creator), would do well to start tackling these uncomfortable truths about our industry head-on:
As we all know, digital marketing ceased to exist last year. In January 2013, Forrester announced it was to be the year that ‘digital marketing’ became just ‘marketing’.
I’d like to posit that something similar happened to PR. In fact I think it happened earlier, though we have yet to have had the debate.
There’s no doubt that the internet has changed marketing’s function and activities, but its impact on PR has simply been to expand the discipline’s footprint.
In a world where everyone is a communicator, PR’s influence is all-pervasive. It’s for this reason that I find the term ‘online PR’ to be so reductive.
Thanks to a series of recent updates concentrating on content and usability, LinkedIn is becoming a more important part of the social marketing mix for many companies.
In order to more efficiently prove the value of company pages, the business network has recently rolled out a new series of company page analytics that allow you to more accurately gauge the impact of your content.
Let’s take ‘em for a spin...
Big data has become something of a buzzword over the past year or so, but is it actually useful?
It conjures thoughts of massive amounts of forbidding, almost unfathomable data, and it seems that it has had little impact on the role of web analysts.
In fact, the response of 8% of marketers in our Online Measurement and Strategy Report 2013, created in assocation with Lynchpin, was: 'don’t care – big data is a pointless marketing term'.
There's been a lot of ink spilled on the subject of social media ROI. Is it possible? How to go about it? What to measure?
At a #socialcloud event last night I outlined what I believe are the five pitfalls that everyone should try and avoid when approaching social media ROI.
Last Wednesday, Stefan Tornquist (VP Research, US at Econsultancy) moderated a lively discussion on Measurement, Analytics, and Attribution that quickly maxed out the attendance capacity of the
I was joined by digital analytics gurus Jim Sterne (founder of eMetrics Summit & Digital Analytics Association) and Tom Cunniff (founder of Cunniff Consulting) to discuss what marketers need to do beyond gathering information, and how to apply measurement and analytics to strategy across the business.
A lot of important points on the current state of attribution and what’s in store for the future were discussed during the first half of the hangout, which are summarized here...
The hangout featured Tom Cunniff from ANA Digital Marketing Committee, Jim Sterne of eMetrics Marketing Optimization Summit, and Jon Baron of Tagman.
Here's a breakdown of what was discussed:
The next Hangout will be: Measurement, analytics, and attribution.
Coca-Cola, one of the most iconic consumer brands in the world, is not surprisingly one of the most popular and active brands on social media. In fact, with more than 62m 'likes' on Facebook, it's the most popular brand on the world's largest social network.
But in looking at the online chatter that takes place on social networks, Coca-Cola has come to a startling conclusion: there's essentially no impact on sales.