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A new study by TubeMogul – as featured on Mashable – has drawn an interesting conclusion regarding the effectiveness of various platforms in encouraging users to watch video online. Focussing on the time spent actually watching them, it was found that Twitter was by far and away the best way to market your videos.
This particular experiment involved Digg, Facebook and Twitter. Its conclusions showed that, with a retention rate of 1 minute 58 seconds, Twitter was a full minute ahead of Digg (58 seconds) and 44 seconds better off than Facebook.
So why is this? Does Twitter have some mystical lure? Well the simple truth is probably that Twitter users tend to follow like-minded people. As such, when somebody posts an interesting sounding video link, they are far more likely to follow it and give it a fair crack of the whip. A Twitter user is also likely to introduce a video with a short (well, below 140 characters at least) introduction, giving you a further indication of whether it’s going to be to your taste; thus removing most flippant viewers.
Digg, on the other hand, is a far more general resource that doesn’t perhaps involve such a strong interactivity between the community. This makes it more susceptible to having visitors that are initially interested, but soon find that the content isn’t really to their taste. While Facebook has that same community discussion, however the ‘friends’ that you follow don’t necessarily all share the same interests; so users may be inclined to click on links that they’re ultimately going to reject almost instantly.
But this does show that for targeted traffic, Twitter can still provide an invaluable resource. If you’re looking to market videos and have followers that are likely to be interested in the content, this study shows that a simple Tweet could be your most effective social media distribution tool.
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.