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Social Media site Digg is introducing a new scheme for their advertisers. Revolving around the basic premise of Digg, where users are encouraged to vote for websites, blog posts and other articles of interest, this ad ranking system will charge companies based on the popularity of their advertisements.
The idea, according the Digg blog, is to provide a better experience for its users. Innovative advertisers will be rewarded with lowered costs whilst those who prove less popular will be effectively priced out of the game.
In principle this is a very good idea. It makes Digg a far more user-friendly interface and forces advertisers to reach out and really offer something that resonates with users. However, the one clear downside is that it could well be targeted by the advertisers themselves.
If to drive down expense you simply need more Diggs, then why not instruct everyone in the company, your clients and anyone else mildly associated with you to give a quick click? Okay, you’d lose out on discovering just who your target audience are, but surely it’s better than getting stung with a huge marketing bill.
Perhaps that’s an overly cynical view of this innovation. But the one thing it does show is that community-based social media is becoming more interactive with its own users. Plus, it’s still a great place to advertise and get some fantastic targeted results. We’ll just have to wait and see if this particular proposal will have the desired results or not. Digg plan to release the pilot of this system in the next few months.
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.