Tuesday, September 16, 2014

Majority of Marketers Say 'More' to Brand Awareness Efforts

An outright majority of marketing professionals worldwide plan to increase their spending on brand awareness in the next 12 months, according to research conducted for eMarketer in August 2014 by InsightExpress—compared with just over four in 10 who said they would be spending more on demand generation. 

Nearly 56% of eMarketer Daily Newsletter readers and visitors to eMarketer.com said they would be spending more on branding-related activities over the next year, while another 27.0% would maintain current spending levels. Brand awareness was a higher priority for eMarketer’s audience than demand gen, global business expansion efforts, or spending on events—none of which attracted a majority to increase spending. 

eMarketer Daily readers in Latin America and Asia-Pacific were even more likely than average to say they would increase spending on brand awareness, with 59.0% and 60.6% of respondents planning to do so, respectively. Demand generation also garnered a bare majority in those regions saying they would up spending in the next year. Marketers in Canada were the least likely group to say they would increase branding spending, though even there, 51.1% planned to. Demand generation spending increases were also less likely in Canada than anywhere else, with just 33.7% of responses. Overall, the findings suggest that digital display spending, a major component of online branding activities, has a rosy future as marketers look to increase awareness in the coming 12 months. 


Monday, September 15, 2014

10 Online Shopping Personality Traits

Dramatically increase sales and boost margins by discovering what drives your shoppers to buy.

Retailers have typically approached marketing from a product-centric standpoint, but behavioral commerce technology now on the market enables retailers to take a more people-focused approach for giving shoppers an incentive to complete a purchase.
As online shopping gains momentum, shoppers are looking for online retailers to provide them with more personalized shopping experiences. Marketers can tailor these experiences to specifically defined target audiences by understanding the shopping personalities and buying behaviors of customers. Because when you've discovered what drives specific shoppers to buy, you're able to increase sales and margins.
Shopping behavior data derived from a behavioral commerce analytic platform used by several prominent online retailers was analyzed to determine the 10 most common shopping personality profiles.

5 Questions to Consider When Thinking About Bidding on Brand Terms

The practice of bidding on your own brand terms is a topic that has two divided camps among search marketers. Bidding on your brand terms can provide a lot of benefits - they tend to have a higher click-through rate (CTR), and they help promote your brand alongside the organic results. But bidding on your brand can be costly if you have a lot of competition that is bidding on those same terms. So is bidding on your brand always the best strategy?
Below are five key things to think about when determining your strategy for bidding on your brand terms, and some insights on each:
1. I have a strong brand presence organically; do I need to have my brand show in the paid results as well?
This is a very common question marketers ask -should I spend dollars on search when I am showing up in the top positions organically? If you have a strong dominant brand presence with little to no competition and a strong customer base, bidding on your brand isn't necessarily going to provide a tremendous amount of benefit. This tends to be more the exception than the rule for most companies, however. Target, for example, does not bid on its brand term - because it doesn't need to.
Most of us, however, are not Target. If your brand terms show up well in the organic results, bidding on your brand term can provide the "1-2" effect. Showing up in the paid and organic search results communicates to the potential customer that you are relevant. And helps your brand to "own" the search results page.

Sunday, September 14, 2014

Facebook Is No. 1 for India's Social Networkers

Facebook remains the most popular social network in India, drawing some 58.1 million unique visitors in March 2014, according to comScore. When blogging networks were not counted, LinkedIn was the second most popular social network, with 11.1 million visitors, followed by Twitter (4.2 million), Yahoo Profile (4.1 million), Pinterest (2.1 million) and Tumblr (1.9 million). The usage of orkut, once the most popular social network in the country, plummeted over the past year. 

India is among the markets in which mobile messaging apps have the potential to displace traditional social networking platforms, although their popularity still trails that of chat apps in many Southeast Asian markets. Still, Facebook-owned property WhatsApp told media outlets in April 2014 that it had more than 48 million active users in India, and it was adding new users at a rate of about 4 million per month. Other internationally popular properties, LINE and Viber, are also making inroads in India, although user numbers in the market are difficult to come by. Foreign-based mobile apps also face competition from domestic companies such as Hike, which launched in December 2012 and had about 15 million users as of early 2014—though not all of its users are in India. 


Saturday, September 13, 2014

The social media habits of Fortune 500 CEOs

Domo and CEO.com released their third annual study which found that 8.3% of Fortune 500 CEOs now have Twitter accounts, compared to 5.6% last year.

  • However, among all CEOs on Twitter, only 69% are active, tweeting within the last 100 days.
  • The average frequency of CEO tweets has remained flat. CEOs averaged 0.488 tweets per day, compared to 0.493 tweets per day in 2013.
  • 68% of Fortune 500 CEOs still have no presence on any of the major social networks, including Twitter, Facebook, LinkedIn, Google Plus and Instagram.
However, there is a small social-savvy breed of Fortune 500 CEOs emerging. Satya Nadella of Microsoft and Jonas Prising of ManpowerGroup have been on Twitter for 1,961 and 2,145 days respectively.