Tag Archives: Online

Digital Highlights – July 2013

July highlights in the digital space include the power of email when it comes to sales, the fact that Millennials still relay on search to discover things online, and the continued growth of video.

Marketing company Custora’s findings bring into perspective the effectiveness of one particular channel when it comes down to sales. According to their report, in the last 4 years, online retailers have quadrupled the rate of customers acquired through email to nearly 7 percent. That beats the results on social platforms. Product sales on Facebook have been flat for the last year.

The same report found that clients that came via organic and paid search were more than 50 percent more valuable than average, they were more likely to shop more and spend more.

A recent survey of Telefonica that researched 1000 Millennials found that in the social media age, this segment of the population still uses old fashion online search. More than half used a search engine to find information on restaurants, nightlife, entertainment and services.

According to the same report, Millennials use the internet as the preferred source of information versus social media. On the commerce side, 24% of Millennials have used a web site with a  daily deal in the last six months.

Ooyala’s latest report indicates that TV audiences are getting a fix of their favorite shows via their tablets and smart phones. This audience rose 19% over last quarter and now accounts for 10% of all views. Further, tablets are the dominant players of long form contact.

The consumption of video on portals like Youtube is also on the rise. This opens the doors for more companies that use content marketing via video and can integrate on screen e-commerce to leverage and monetize this trend. Several vendors have e commerce services that allow you to transact while watching a video that features the product. And according to a Youtube spokesperson 40% of Youtube videos are coming from mobile devices.


DSPs Stole Ad Networks’ Thunder In Q4, At Least On Retail Sites

Highly recommend this reading that highlights the importance of marketing technologies and ROI improvements.

“It’s a golden opportunity for retailers, as in theory and in practice, marketing technologies help drive conversion which drive sales, which is what retail is all about,” Herman said. “The benefit is better consumer experiences, better conversion rates, and a more modern retail construct.”

Read more http://www.adexchanger.com/data-nugget/dsps-stole-ad-networks-thunder-in-q4-at-least-on-retail-sites/


Experiential and Social Hold Hands

In the age of digital, humans still need the experiential factor. Imagine building web sites, apps, e-commerce sites, etc. and just using social, online advertising and search to drive traffic to your digital assets. You will be living money on the table. When I started my marketing career and before that, when I worked on entertainment, there were marketing conferences and film markets/festivals. They were a must attend to meet the brand managers, marketers, producers, distributors, buyers, etc. Over a decade has gone by and those events still draw hundreds and thousands of people around the world.

The above refers to B2B. But there are many events that target consumers and you should consider them. There are the usual suspects: music concerts, sports, fairs, etc. If you do your homework, you will find additional events that reach a more local audience and require a lower investment. Given your unique business needs, you may focus at the local, regional or national level. Regardless of the geo targeting, you need to develop an integrated approach with a well calibrated and balanced mix of marketing tactics that provides you with the best possible results.

The key takeaway is that while it is important to build your brand in the digital arena, you still need to focus on building real and live interactions with your customers and prospects. I invite you to read this article from Bryan Boettger on the subject. He elaborates on the Red Bull and Felix Baumgartner jump from space and the concepts of “real” and “live.” Read more http://bit.ly/RJQPAZ 


Facebook Scored Lowest on User Satisfaction

Facebook had the lowest score among social sites that were measured in categories like customer satisfaction. Google + tied in first place with Wikipedia. One of the reasons why Facebook users are dissatisfied with the platform is the interface changes. “As soon as they get used to one new interface, there is another rolling out. In fact, when asked what they like least about Facebook, a significant portion of respondents specifically mention the ‘timeline’ feature.” Read more: http://bit.ly/NFFuQR.


Twitter Does TV

Twitter is growing up and as all successful online companies started TV adverting to reach wider audiences. I should note that a NASCAR race was the best vehicle. Is twitter going main stream? Read more. http://cnet.co/LfKS9F


Are Clicks the Best Online Metric?

This press release from comScore provides a strong case for the use of additional metrics when measuring results for an online campaign. They joined forces with Pretarget and used information from 18 advertisers to determine what metrics should be considered and their contribution to conversions. Their recommendation is to look beyond just a click. Read more  http://bit.ly/HZeeXG


Hispanics Use Social Media More – But Share Less

We have seen many reports that highlight the fact that Hispanics over index the general population on the consumption of digital media including mobile platforms. However, this research by uSamp  that sampled 650 adults points out that they don’t share online as much as they consume.  I look forward to research that explains the why’s. In the interim, I have a couple of hunches.

One looks at what we saw a few years back with television commercials that were translated versions of the English spots. Results were not in the range of what advertisers expected. Savvy marketers invested on the production of spots that used cultural elements as well as Hispanic actors. The results improved so dramatically that now most advertisers invest on the the production of TV spots that are in culture and mirror the Hispanic population.

The second focuses on the size of the total internet population and the portion that corresponds to Hispanic users. Hispanics are a fraction of that total population therefore, they only contribute a smaller portion of the total. In the future, as we combine one and two, we will see more culturally relevant content being uploaded as well as more Hispanics using the internet not just as passive viewers but as active participants, sharing content, reviews and other information. Read the report here http://bit.ly/HU48c5


46% of online video viewers search new product or brand mentioned on video.

YouTube is the second search engine right behind Google. It makes tremendous sense that users get more information on products they discover on videos. Humans are visual creatures, we learn by using our sight more than other senses. As more and more videos are uploaded to the different hosting sites, including branded content and videos with product placement, video will become a new frontier on the discovery of new products and services. Read the article from VidBlog here http://bit.ly/HD9AyK


62% of Super Bowl spots contained celebrities

The power of established talent from films, music and sports was at the driving seat on more than half of the spots that run during the Super Bowl. They drove large numbers of traffic to micro sites as in the case of Honda’s Matthew Broderick ad which succeeded in driving viewers to the company’s site, but the site wasn’t prepared for the traffic blitz and had a page load time of 40 seconds, making it the slowest of all monitored sites during the Super Bowl.

Super Bowl Ads Score Digital Response, H&M, ‘Voice’ Big Draws

HM-ad-with-David-Beckham

When it comes to consumers’ digital responses to Super Bowl XLVI’s TV advertising, there are two big winners: The H&M commercial featuring soccer star David Beckham and NBC’s own efforts for the new season of “The Voice.”

According to media holding company IPG Group’s analysis of its Mediabrands Audience Platform digital units and social analytics researcher Simply Measured, “The Voice” doubled its nearest rival in terms of Twitter mentions. It scored with a spy-theme action spot featuring Christina Aguilera, Cee Lo Green, and Blake Shelton, Adam Levine and Betty White. Read more: http://bit.ly/yPe7cf


Digital Hispanics Are Best Multitaskers.

HispanicOnComputer

Several – maybe just about all – advertisers in major media events like the Super Bowl are augmenting their big media commitments with the kind of digital integration that begs the question: can people do more while watching the game, or any TV show, than eat nachos and drink beer?

Specifically, can they be digital multitaskers? An affirmative answer is more likely to happen among Internet-savvy Hispanics, according to the LMX Hispanic study, a yearly poll of 2000 U.S. Hispanic digital respondents by Ipsos MediaCT. Read more: http://bit.ly/yHeSh4


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