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Every day further evidence presents itself on the unstoppable popularisation of social media. Where once upon a time we’d all share files and links only through email, it has emerged that in 2009 we’re twice as likely to use Facebook.
Whilst this isn’t exactly the most quantifiable data to have been released as of yet, it does show that the social media monolith is very much the people’s choice for sharing information they’ve seen online. The simple click and send service provided by AddToAny – the company that provides all those ‘Share’ buttons that feature on numerous sites – has found that 24% choose to distribute the stories they see through Facebook, with email in a distant second position with just 11.1% of the overall market share.
This is of course just one cross-section of the social media sharing that goes on today. However, with the rapid growth of Facebook – almost 230% each month – it should come as no surprise that it still remains the leading place for people to communicate, market and share with the world. Digg, Twitter and MySpace are still major players when it comes to distribution, as evidenced in yesterday’s Mashable report , however, Facebook are clearly the runaway leaders.
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.