Consumers, customers and clients alike are heading to the internet more and more often for information about products and services. Gone are the days when people relied on one way communication for information about brands and companies – the internet has revolutionised the world in hundreds and thousands of ways, one of those is marketing.
As consumers head to the web, internet marketing as an industry continues to evolve to match the interest shown by users. One of the most significant shifts in the way marketing is presented is the communication channels. This shift in the industry has also accommodated a shift from one way communication such as,
- television advertisements,
- radio advertisements,
- direct mail, and
To two way communication channels such as,
- content marketing including
- video blogs,
- pod casts,
- infographics and
- social media platforms including
- Google plus,
- As well as blogs.
As internet marketing has grown there has been an overall decline in the efficiency in old forms of marketing as customers are gaining more control over the media content they consume. This has triggered a fundamental shift in the way brands and companies are communicating with their audiences. Traditional marketing tactics do not provide any extra value to the consumer as they are not developed to educate or entertain audiences – they gain consumer attention by ‘beg, bug, or buying their way in’.
Another reason traditional marketing is becoming less effective is because products and services are being pushed, most times rather intrusively, on consumers when they are not necessarily receptive or interested.
In contrast to this, internet marketing is designed to be useful, educational and/or interesting to gain the consumers attention and earn their respect and trust, hence forming a relationship from which the consumer and business both prosper.
This is one of the main reasons internet marketing has become so effective – consumers now go to the businesses for information. They are engaging with products and services when they are interested in the content – for example, a consumer looking to buy pet food will enter a search in Google and will have a list of businesses selling pet food – this consumer is likely to convert into a sale as they are specifically looking for this product.
A few statistics taken from Voliter in relation to the rise of internet and content marketing are,
- 44% of direct mail is never opened.
- 86% of people skip television ads.
- 200 Million (Americans) have registered on ‘Do Not Call’ lists
- Traditional or Outbound marketing is 62% more expensive than inbound marketing
This last point highlights one of the other major reasons there is a massive incline in inbound marketing: it’s cheaper. Not only does it cost less than traditional marketing, it provides a better return on investment.
Blogs have the best ROI and lead generation with social media and SEO being second and third respectively. Direct mail and trade shows are at the end of the list.
It is clear the way we interact with businesses is transforming on a fundamental level – but this is a positive change for both consumers and businesses alike. Consumers are able to ignore and avoid sales-y and intrusive marketing and find entertaining and educational information relevant to them when they are interested. Businesses are now able to focus on the quality of their products and services and devise ways to creatively earn attention and target their audiences more efficiently.
Voltier Digital VIA Mashable
Using social media tactics and strategies to engage your audience on a platform that is user focused rather than company focused is fast becoming common practise. But how well are you measuring your social media performance? How far is your content being spread? And how much traffic is twitter actually sending to your website?
Christopher Golda, a Canadian technology entrepreneur recently has said that most people struggle to accurately capture twitter analytics. Golda is the creator of BackType, a social media analytics platform that allows companies to analyse their social impact as well as social media’s impact on their business.
It was the acquisition of BackType by Twitter that gave birth to Twitter Web Analytics. Launched just two weeks ago, it is said to be able to,
- Track how much of your websites content is being shared
- Analyse the effectiveness of your twitter button integration
- Measure the amount of traffic twitter sends to your website
Currently this new technology is available to only a small pilot group, but it said to be made available to website owners worldwide in the next few weeks.
Is it worth trialling? Most definitely.
Measurability is key to success in a market that is already difficult to analyse due to the fast pace of the industry and many want to know how social media is directly affecting their bottom line. The ability to accurately report on the effectiveness of social media campaigns, the use of social media as a support for direct marketing, the ROI of outsourcing to social media consultants will be a well sort after tool.
The question is how effective will Twitter Web Analytics be?
Article Source https://dev.twitter.com/blog/introducing-twitter-web-analytics
Google has rolled out an update to their search results display by “blending” social results throughout normal search engine result pages. Social Circle results were appearing at the bottom of results, however they are now displaying throughout the top ten positions.
If your friend shared a link on Twitter and that page appears within your search results, their name will appear underneath that listing. It will display their Twitter profile picture, their name and the words “shared this”. E.g. Jacqui Jones shared this
Google’s algorithm now takes into account results from a social perspective. Even though Google is keeping the specifics of how social activity affects search results, there is speculation that the more frequently a URL is “shared”, the higher it will move up within rankings.
It’s important to note that Google’s Social Circle feature has been fully rolled out in the United States. It is still yet to be released in Australia and other parts of the world.
Twitter’s co-founder Biz Stone reported that Twitter’s search volume has increased by 33% since April 2010 growing from 19 billion to 24 billion searches per month in June 2010.
Most of this traffic however, does not occur on the Twitter.com property itself, but rather through API requests from Twitter clients such as TweetDeck and Seesmic. No one 3rd party delivers the main share of API calls.
In April 2010, Danny Sullivan spoke with Twitter’s director of search, Doug Cook, who said that at times, queries per day read 750 millions, and expects Twitter to have 1 billion searches per day in the coming months.
Walter Isaacson interviewed both Biz Stone and Evan Williams, founders of Twitter during the Aspen Ideas Festival, July 2010.
They stated the following metrics for Twitter are:
- 130 million registered users
- 70 million tweets per day
- 200 million users visit the site every day
- 800 million search queries a day
Biz describes Twitter as an “information network, to get information needed now”, rather than a social network. Their positioning statement “what are you doing now” has changed over time to “what’s happening”.
Evan says that Twitter Search is still in its infancy. Twitter messages are provided to Google, Bing and Yahoo to display within their search results, however even they say it’s a search problem that is yet to be solved. Essentially search engines like Google use “freshness” as one of their signals to find the most relevant information, however since it is real time information, there is no history for the document so it is currently very difficult to deliver the best answer.
New functionality on Twitter allows users to tag tweets with location meta data such as venue name, neighbourhood or city. The exciting thing about this aspect of Twitter if it is used widely enough is that it can provide users with extended search capability to find out what is happening around them.
View the full video interview with Biz Stone and Evan Williams.