After reading the eMarketer July 28 article, “Email: The Old Kid on the Block’s Still Got It” a June 2014 survey reveals that email marketing is the #1 most effective digital marketing program “and often considered the single most effective—for reaching all goals, including awareness, acquisition, conversion and retention.” Social network marketing came in second followed by content marketing in third, and referral marketing in fourth. At the bottom were affiliate marketing and paid search. What do you think are the most effective digital marketing programs that work for you?
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From the eMarketer June 30, 2014 article, “Finally, Most Brands Measuring Social Content Effectiveness,” we learn that the top five methods that brands use to measure the effectiveness of their social media content are:
1. Likes
2. Clickthroughs
3. Retweets
4. Daily or monthly active users
5. Reach
What methods do you use to measure your social media?
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It may be too soon to mourn the death of social media.
Is it too soon to announce the death of social media and marketing? According to the June 23, 2014 Wall Street Journal article, “Social Media Fail to Live Up to Early Marketing Hype” a Gallup survey of 18,525 US adults from December 2012 to January 2013 reveals that social media had no influence at all on purchasing decisions.
So what did those polled answer for using social media?
94% connect with friends and family
29% follow trends/find product reviews and information
20% comment on what’s hot or new/to write reviews of products
What is the influence of social media on purchasing decisions?
62% revealed no influence at all
30% had some influence
5% had a great deal of influence
3% did not know
The article reveals some of the social media strategies behind well known brands:
” In May 2013 Ritz-Carlton Hotel Co. bought ads to promote its brand page on Facebook but after a few days the campaign was halted due to gaining too many fans too fast. Today it has almost a half a million Facebook fans and spends time analyzing social media conversations to see what guests like and don’t like. Many companies now stress quality over quantity. Twitter says companies can have big followings as well as meaningful conversations with users. “Engagement is key and is something that can in turn further grow your audience says Ross Hoffman, Twitter’s director of brand strategy. “The onus of good content is on the marketer, and we are working with brands and agencies to hone this skill.”
In 2013 U.S. companies spent $5.1 billion on social media advertising and in a 2013 study Nielsen found that global consumers trusted ads on television, print, radio, billboards and movie trailers more than social media ads.
Check back June 2015 and I bet the Gallup poll will be different.
What do you think about the Gallup poll and social media marketing hype?
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The top three types of local information searches that smartphone users do according to the eMarketer article, “Local Search Near Universal Among Smartphone Users,” are:
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From the eMarketer May 15, 2014 report, “Social Not a Big Help to Ecommerce,” it is revealed that even though retailers employ many social media tools for marketing, as of first quarter 2014 those methods may not be driving traffic to the ecommerce sites.
The top four methods as per the graph above are:
1. Having a Facebook page
2. Pinterest
3. “Like” button on product page
4. Twitter
The report also sates “US omnichannel retailers polled said less than 1% of shoppers who came to their ecommerce site from social networks made a purchase while visiting the site.”
So what digital marketing channels are generating orders US ecommerce sites?
As per the graphic above the top four are:
1. Organic
2. Direct
3. Search Engine Marketing/Cost per Click
4. Email
It will be interesting to see if this changes by fourth quarter 2014.
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