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For those who are still yet to be decided on the potential impact of marketing through social media, new research shows that positive engagement can indeed lead to positive results. As revealed in a post featured on Econsultancy today, many major companies have adopted a thorough social media strategy and now reaping the benefits.
Surprisingly those companies who had fully embraced social media in all of its many guises – be it through Twitter, Facebook, blogs or other channels – had achieved an 18% growth in revenue over the past year. Top of the list for brand engagement was Starbucks, quickly followed by Dell (who last month admitted to having made $3 million in revenue over two years purely from Twitter); both are already hugely successful brands, but have proactively built upon this online by optimising the potential breadth of social media.
Whilst the top 10 companies are predominantly comprised of huge multi-national companies, this new research shouldn’t act as a deterrent to smaller businesses. Social media isn’t about dedicating huge resources on sending tweets every five minutes; it’s all about genuine interaction and a business-wide understanding of your company’s objectives.
Broaden your website’s horizons and take advantage of this emerging marketing opportunity. Even if you don’t feel that you have the resources to do so yourself, there are social media services out there that can help guide you along the way and start building that social online presence. Take a leaf out of Starbucks’ book and start getting some seriously targeted traffic and reap the benefits.
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.