The upkeep of social media marketing can be a tricky thing. A recent article in Ad Week pondered the future of Twitter. With the loss of about a million users lastÂ year and the average account updating numbers in a slump, media watchers are quick to bury Twitter in a plot next to Friendster and move on. Digging a little deeper in the article, however, reveals the real truths about all social media, not just Twitter. Those sad numbers are not the entire story as they include only visitors to the traditional website and not mobile users which make up the majority of the Twitterverse. TheÂ general consensus of large and small business alike when it comes to social media marketing is that full-time care is needed otherwise the venue becomes useless. Twitter, like blogs or email marketing or mobile marketing, requires constant care and upkeep. Businesses whoÂ stay in contact with their [Read more…]
People have trained themselves to ignore ads appearing on the Internet, right? Not so according to a press release issued by Oneupweb, an Adweek Top 20 Search Marketing Agency who conducted an eye tracking study on Facebook, Youtube and Twitter. The findings can be seen in all their glory in a downloadable white paper titled Seeing Search Go Social: An Eye Tracking Study on Social Networking Sites. According to the findings, 65% of the test subjects engaged with sponsored ads within the first 10 seconds of their search. Also, sponsored ads were often looked at before the third and fourth ranked listing. This means that people are acting differently with social media marketing than they do on a search engine, for example. But just because their eyeballs roam on to the ads doesn’t mean people are clicking on them thus creating an increase in web traffic flow. But maybe this will change as advertisers fine-tune their social media marketing to reflect this audience.
In 2001, advertising agency BBDO launched a series of online mini-movies called “The Hire” . The films showcased the latest BMW cars and were viewed over 11 million times in four months. The Hire caused a flurry of interest in branded content and the production of branded entertainment. Fast-forward to 2009, where marketers are doing an about-face and clinging on to the traditional forms of advertising because they know exactly what they are getting with a TV buy. In hard times, tried-and-true measures trump taking a risk on the untamed world of the Internet. YouTube spawned numerous viral videos for big brands that were seen by millions. But, who was watching? And did it move the needle for sales? Being able to target and track audiences online is like herding wild water buffalo. According to a recent Adweek article, “an oversupply of content for what is now a trickle of advertising dollars, the recession, a lack of metrics and a fragmented market” means that branded content has taken a back seat for most marketers. But branded content isn”™t a new idea. Remember “Mutual of Omaha”™s Wild Kingdom” ? Mutual of Omaha was a good example of how a brand could create content that had nothing to do what they were known for; insurance. But it worked. And perhaps, if the stars align just right, it will work again.