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The success, or lack thereof, of Facebook’s Microsoft-operated onsite targeted advertising has been well documented. However, an interesting tonic to this marketing malaise can be found in the strength of the simple wall post.
In a recent study it was found that brand pages were able to garner a Click through Rate of 6.49% from their conventional link-enriched posts. That a percentage that would make most paid search campaigns sit up and take note.
But before we get too carried away, this new research has been carried out using a number of assumptions and complicated calculus. But even as a proportional based study, this does make for some interesting reading. There’s no doubting the lure of social media, but many have questioned if sites, particularly Facebook, can really provide the kind of traffic needed to justify a targeted marketing campaign for most companies.
One company that clearly thinks a good deal of the new virtual domain is American clothes giant Gap. Abandoning their usual television campaigns, Gap have now launched headlong into the realm of social media and have pushed their energies towards their own Facebook presence.
The simpler, personalised interface of sites like Facebook and Twitter are highly detached from the usual glamour and publicity stirring the fashion brand is used to. But clearly this is a growing trend. As we reported setting up shop on Facebook has never been easier, with the social media platform becoming a thriving marketplace for a number of industries.
With these two news stories many more companies may well be looking towards their own social media stance; perhaps considering whether the time is right to delve in. Undoubtedly it’s a growing medium, but the results as things stand today don’t look bad, not bad at all!
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.