Marketers across the globe are trying to answer the most important question about what they do – namely, can they quantify the value they provide to the business and show that the funds and resources invested in marketing, including social marketing, do indeed pay back? Our State of Social Media Marketing Report confirms that measuring social marketing ROI is the leading challenge for marketers, as indicated by 57% of respondents.
To address the social ROI question, Awareness developed a new framework for measuring social marketing value. We posit that social marketing value has two sides – overall social marketing contributions to the business over time (usually measured year-over year), and specific social marketing contributions to customer engagement and sales (usually campaign-based and short-term).
I'm sure you've all seen the gaudy statistics when it comes to the gender split of Pinterest's following -- anything ranging from 72 percent to a staggering 97 percent of its user base has been reported as female. It begs the question: How is the "men are from Mars, women are from Venus" theory split across the other social media platforms -- and why?
Facebook: The gender divide on Facebook is currently at 58/42 in favor of women, according to recent results. Women also spend more time on Facebook and engage more -- uploading more photos, creating more status updates, and providing more information about themselves.
Twitter: It isn't particularly shocking, but users tweet at and engage with females much more than they do males. Women tweet more frequently too, but when it comes to actual user numbers, it's only a minor majority in favor of women: 52/48.
Google+: Google+ is dominated by men (71 percent), mainly comprised of early adopters, engineers, and developers. Furthermore, about 50 percent of Google+ users are 24 or younger.
LinkedIn: LinkedIn reports an even ratio of men and women who use the site to connect with other business professionals. However, men are more active users on LinkedIn (63 percent) because they see it as the most efficient way to network.
Email inboxes are precious territory. So it's no surprise marketers are aching to get some real estate in those bad boys! It's also no surprise, however, that spammers are fighting tooth and nail to get in there, too.
But what about the people in between email marketers and spammers? You know ... the ones who are doing mostly good email marketing, but aren't really cleaning their lists. Or the ones who generate mostly opt-in email addresses, but got pressured by their boss to buy a list or two. Are they going to suffer the same repercussions as straight up email spammers?
Well, if they hit a spam trap ... yeah, they might.
But it's not that black and white. There are different types of spam traps, varying levels of repercussions for hitting them, and some email marketers that are more likely to hit them based on the makeup of their contacts database. That's a lot of shades of gray. So we sat down with our own email deliverability specialist Evan Murphy and consulted a fantastic article on BriteVerify by former Hotmail postmaster Travis Wetherbee that discusses the subject of spam traps in great detail to get some clarity on this hot-button issue. Here's what we learned about spam traps that we think email marketers should know.
Advertisers are an amusingly needy bunch. They want your attention and ride on the back of attention-grabbing venues to steal it away.
Take publishing, for example: you come to our site presumably to read what we write about the technology industry. Advertisers try to steal your attention away from that by pitching you products. At best, it's relevant and seamless -- a tech product at a good price when you need it. At worst, it's distracting -- a hurdle on your way to what you wanted in the first place. Desperation: it's a funny business, isn't it?
It's also a highly lucrative one -- there's a reason that the cable television show "Mad Men" takes place in midtown New York, on the well-heeled Madison Avenue, and not downtown, on the tenement-bound Madison Street that runs beneath the Manhattan Bridge. Your attention (and bank account balance) is finite and in high demand, and that's why businesses of all sizes and stripes seek to capitalize on it. Without attention, there can be no sale.
How Facebook will make the type of money it needs to make to satisfy Wall Street is yet to be determined, but one thing is certain: if Facebook is going to make the type of money it needs to make to satisfy Wall Street, mobile will have to be a big part of it.
Facebook's mobile usage has skyrocketed in the past year, and the common wisdom is that Facebook will have to find a way to monetize its users on mobile. But capitalizing on the mobile opportunity may not fully require Facebook to monetize them directly.
Yesterday, the world's largest social network announced that it has launched a trial of a mobile ad network that allows ad exchanges to target mobile ads to iOS and Android users based on Facebook's vast trove of user data.
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