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Okay, it's probably disingenuous to pretend that social media is still something nascent and unproven for brands.
Even with a tricky attribution problem to solve, most brand marketers and advertisers agree it just makes sense to target these large, active and known audiences.
Having said that, some brands 'got' social media a lot quicker than others.
On 30th November 2015 The Sun paywall will come crumbling down.
It's fairly obvious why Rebekah Brooks made the decision; publishers are nothing without the reach of social media and this U-turn perhaps proves that subscription models need to be flexible, balanced carefully with (increasingly native) advertising revenue.
Pageviews are the oxygen that keeps every revenue flame burning. But rather than me harping on about advertising and social media, I thought I'd tell the story of The Sun paywall in statistics alone. Here we go...
Five prominent news publishers have formed the Pangaea Alliance to offer media buyers programmatic access to their ad inventory.
Stat’s life! Stat’s what all the people say.
It’s time again for the weekly round up of stats and data relating to all things digital.
This week it includes the Guardian’s latest online figures, mobile commerce growth, digital adspend, and barriers to mobile commerce.
For much more of the same, download the Econsultancy Internet Statistics Compendium...
Stories from The Guardian are tweeted on average 392,358 times per week making it the most popular newspaper in the UK on Twitter.
This is followed by The Daily Telegraph (307,690 tweets) in second place and the Daily Mail (237,381 tweets) in third, meaning that the Daily Mail’s content is 92,000 tweets less popular than The Guardian’s.
Digital has changed our world. The web has transformed the way we gather information, make purchases and carry out daily tasks.
Social media is altering the way we interact with friends and even the nature of society as a whole. And mobile has nurtured the 24/7, always on culture.
Organisations are scrambling to adapt to this new reality. Some businesses have been too slow and digital has forced them to close their doors. HMV, Tower records, Kodak and Blockbusters are all high-profile victims of the digital revolution.
But some organisations are making the transition, even in sectors harmed by the arrival of digital. One such organisation is the Guardian newspaper.
Here it is everyone, your weekly dose of interesting digital marketing stats.
I'll admit that it's not a vintage collection this week but there's still some useful nuggets in there, including customer experience, outsourcing, digital skills and online privacy.
And for more of the same, download Econsultancy's Internet Statistics Compendium.
The Guardian has today revamped its suite of mobile apps, which are built using responsive design so the Android and iOS versions run off the same backend systems.
Designed to better showcase the Guardian's range of editorial and interactive content, the apps are free to download and are instead funded by new, larger ad units.
From an editorial and UX point of view the new design is a huge step away from the traditional list or feed format that we’re used to seeing from news and content providers.
They use a card-based layout similar to the Guardian’s beta responsive site, which also puts more control back in the hands of editorial staff.
Tom Grinsted, Group Product Manager for Mobile and Devices, explained that the apps were designed to reflect the values that we expect from traditional media, so the size and position of stories denotes their relative importance.
If one of the things we’ve learnt so far within digital marketing is that becoming more social is a key ways to succeed, does the installing of a paywall on newspaper run websites effectively mean ‘killing’ their shareability?
The most topical example of this is The Sun’s recent introduction of its subscription service. Named Sun+, this has attracted 117,000 subscribers to its £2 a week service in approximately three months.
With The Times, The Telegraph, Financial Times all having already installed paywalls at various points in their online existences, with varying degrees of success, has this made a difference to how their material is shared?
Do they even care? If they are making enough money from subscribers, then perhaps the volume of traffic is unimportant to them.
Within your own social circles, will followers of your channel be annoyed that you’re posting a link to something they need to pay for? This obviously introduces a whole new argument about the value of content, and whether it should be free or otherwise.
Our editor-in-chief Graham Charlton (pictured above) took an in-depth look at The Telegraph's metered paywall in his article earlier in the year, so let’s take a look at the other newspaper paywalls and attempt to shed some light on the questions raised.
Facebook's success hasn't only netted its founders, early employees and investors billions of dollars, the world's largest social network has built an ecosystem that has served as the foundation for other businesses collectively worth billions.
From large social gaming companies like Zynga all the way to individual developers building Facebook apps out of their bedrooms, Facebook's launch of a development platform in 2006 proved to be a game-changer for online entrepreneurs.
Using a second screen while watching TV is now the norm for most consumers, whether it be a laptop, smartphone or tablet.
Gone are the days of sitting glued to the screen for an entire episode of EastEnders or tolerating ad breaks, nowadays viewers have other options if the action on-screen is a tad dull.
Our recent report, The Multi-Screen Marketer, shows that 52% of respondents that own a television and computer are likely to be using another device while watching TV. This rises to 60% among smartphone owners.
The Olympics is the perfect opportunity for brands to grab viewers’ attention with second screen apps as people will be hungry for updates and stats from other events while watching the live action on TV.