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It’s been a good news Friday for the world of social media. It has been announced today that Facebook now has 250 million users throughout the world, not bad considering that only seven months ago they had a mere 150 million.
The surge in popularity for the social networking site appears to show no sign of abating. Facebook’s viral spread throughout the world has made it one of the most visited and used websites globally. With conformation that it has now reached 250 million users, few can question its reach.
Good news too for YouTube. Whilst it may be one of the most popular sites on the web, that popularity has never been turned into any kind of profitability. Positive noises are coming out of Google HQ suggesting that YouTube could soon be turning a profit.
With a strengthening social media comes the greater opportunity to develop. Marketers throughout the world have been taking advantage of the amount of – often free – exposure that is achievable on the likes of YouTube and Twitter as well as other popular forums such as Twitter and MySpace. Of course these sites are also hugely popular for their communication and entertainment capacity, but that hasn’t stopped many turning in a tidy profit too – something that YouTube can now look forward to themselves.
In today’s multichannel world, there are mountains of data which provide insights into how users have interacted with your business and their path to conversion (or non-conversion). It is important to understand performance with multichannel marketing, which can be achieved through attribution modelling. Attribution refers to assigning credit to something (a channel, touchpoint, etc.) for the role it played in the final conversion. An attribution model is a rule, or set of rules, that assigns this credit correctly to the right channel or touchpoint.
For a long time, Bing, the UK’s second-largest search engine, has been underappreciated and, in some instances, even ignored. Often regarded as the inferior search engine to market leader Google, Bing has historically struggled to appeal to many in the digital world. Most PPC analysts would give justified reasons for neglecting Bing for so long; these include the volume of traffic and the user experience just not matching up to Google. However, the validity of these assessments is now diminishing. Bing has grown and improved rapidly in the last couple of years; if you are not integrating it into your comprehensive digital marketing plan, you run the risk of missing out on a large portion of your chosen market and significant revenue.