Integrating Social Media & Mobile

Emineo Media Best-mobile-apps-for-business
Mobile apps and presence on social media sites top investments in the coming year

Social media and mobile are quickly establishing themselves as more than marketing channels simply worthy of a test budget. And, as marketers continue to understand how to leverage both social and mobile to meet their overall marketing objectives, they are looking to better integrate them into their overarching marketing strategy, tying them to other more established digital formats, such as email. Emineo Media Best-mobile-apps-for-business

According to StrongMail’s annual marketing trends survey, conducted by Zoomerang, the majority (68%) of business executives worldwide said they plan to integrate their social media marketing efforts with email in 2012. In addition, 44% plan to integrate mobile with their email campaigns. Executives were less likely to focus on integrating more tenured online ad formats, such as search and display, into their email strategy, perhaps indicating such integration consideration and action has already taken place.

Additional data sheds insight on similarities in how valuable each of these channels is to meeting overall objectives. Business executives said email, social media and mobile were all effective marketing channels for building customer loyalty and retention. In fact, 67% of business executives worldwide said email was a valued asset to achieving this goal, with 48% saying the same for social media and 35% for mobile.

Almost half of respondents looked to social media to build customer loyalty, while most executives (64%) said social media was most valuable for awareness-building. Awareness-building was the second most-mentioned value for email (51%) and the third most-mentioned for mobile (28%), slightly behind expanding brand footprint (29%).

Business executives said they are focusing on building out social media on key channels such as Facebook and Twitter in the coming year: 39% plan to increase spending on Facebook marketing programs, and 24% on Twitter. A quarter also plan to boost spending on social media management technology as well as viral and referral marketing campaigns, pointing to an audience that increasingly understands the importance of measuring and amplifying the value of social media.

The most common investment business executives looked to make in mobile for 2012 was in building apps (29%). In addition, 22% said they were investing in the general category of mobile advertising, and 20% in sending SMS alerts. Only 15% of respondents planned to invest in location-based mobile marketing in the coming year, a number that is sure to climb as brands realize the value of connecting with consumers on the go and in-market.

Source emarketer

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Reward Fans With Facebook Coupons

Emineo Media Facebook-Coupons

Facebook is currently testing a new coupon ad unit, according to a recent report from Inside Facebook. The ads will bring to social media users exactly what they expect from brands they friend and follow – rewards in the form of exclusive freebies and savings. Emineo Media Facebook-Coupons

How does it work? After a brand posts a coupon on their Facebook Page wall that post becomes an ad on the Facebook homepage. To obtain the ad Fans of the brand simply click on the wall post or ad after which an email is received with instructions on how to redeem the ad. The email also encourages sharing of the coupon with friends.

Advertisers can choose whether coupons are redeemable online, offline or both.

“We think this test is complementary to the other products we offer businesses and we hope to learn more about how this might work for both merchants and customers,” said Facebook, who are currently testing the coupon ads with a few select businesses.

Earlier this week a study was released by the Chief Marketing Officer Council (CMO) and social technology firm Lithium that revealed a big difference in what consumers want from social media interactions and what marketers think consumers want.

Consumers expect their loyalty, whether it be via Twitter or Facebook or some other social environment, to result in exclusive offers (67%), access to competitions and games (65%), and interaction with other customers (60%).

Chief marketing officers, on the other hand, thought that social media was all about their followers and fans being heard (41%) or finding information and news about products.

“There is a clear digital divide between marketers and what consumers expect from their brands,” said Katy Keim, Lithium Chief Marketing Officer. “We are leaving the experimentation phase of social and these survey results clearly illustrate what consumers want. Brands who provide their social customers with engaging online experiences, meaningful interactions with one another, and rewards for doing so will clearly gain a decisive competitive advantage in 2012.”

Source Bizreport

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Budget increases expected in Inbound Marketing

Emineo Media Sherpa

Marketing programs aim to deliver against three types of outcomes: increase revenue, reduce cost, and/or improve customer satisfaction and loyalty. Many organizations find that PPC, SEO and other complementary inbound marketing tactics drive results in these areas.

However, will this translate into increased budgets for these programs over the next 12 months? This week’s chart reveals the answer to that question from a survey of more than 1,500 search marketers.

Q. How will budgets for the following marketing line items change in the next 12 months?

Emineo Media Sherpa

Inbound marketing complements the way customers shop — namely, by starting online. Most organizations expect to increase marketing budgets for inbound marketing tactics. Marketers are increasingly considering these tactics to be cost-effective methods for connecting with prospects and customers.

A much smaller fraction of organizations plan to increase budgets for outbound tactics like print advertising, telemarketing and even direct mail. For many organizations, the returns on time and money invested no longer exist. Even so, organizations are not doing away with these tactics altogether, but are rather modernizing their approaches.

The traditional approach of sending mass messages to a large and varied audience is becoming increasingly less effective. Therefore, many organizations are moving to employ advanced list segmentation techniques to inject more relevancy and personalization into traditional marketing tactics.

The company website is the center of a company’s marketing plans. All lead generation activities, whether inbound or outbound in nature, drive traffic back to the site. This is why a website is commonly referred to as “the hub.”

As such, a website is arguably the greatest asset in any marketing mix. It is also one of the most expensive. Nevertheless, because of its central role, companies are prepared to invest in its design, management, performance and optimization.

To illustrate, analyzing the data by primary channel uncovered that 54-72% of all organizations — regardless of channel — plan to increase budgets for website upgrades. Additionally, most organizations plan to increase budgets for landing page optimization (LPO). LPO efforts help organizations increase the quantity and quality of visitor response to the website experience.

One other big area of investment is in the interrelated areas of social media and SEO, both major sources of a company’s inbound Web traffic. In terms of pay-per-click (PPC), a smaller percentage of organizations plan to make budget increases in this area, but no one channel stands out in relation to the others.

Segmenting the data by organization size reveals large firms, with over 1,000 employees, are stepping up spending in social media, website upgrades and search engine optimization (SEO), with social media being a particular standout.

Nearly 90% of these organizations expect to increase social media budgets, strongly indicating they see real value potential in these platforms. More than two-thirds of large- and medium-sized organizations also plan to increase PPC budgets.

Source Kaci Bower, SHERPA

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