By Keith Trivitt | @KeithTrivitt | Director, Marketing and Communications
Of all the hot trends in digital marketing — Facebook advertising, the future of display ads, mobile payments — perhaps none is getting more attention at the moment than mobile search. As developed nations continue their march into the era of the mobile-dominated Web, mobile search marketing has taken on an increasingly important role for brands, marketers and advertisers.
According to IBM and other industry observers, 2012 is shaping up to be the year of mobile. Direct Marketing News reported in May that mobile commerce accounted for 13.3 percent of all online sales in Q1 2012, up from 7 percent a year ago. The growth and power of mobile commerce is further magnified by data from IBM showing that mobile traffic to retailer sites made up 17 percent of all online traffic in Q1 2012.
And as Kleiner Perkins partner and Internet analyst Mary Meeker famously reported in 2010 (and others have confirmed since then) mobile Internet is projected to overtake fixed Internet by 2015.
Clearly, mobile marketing and mobile search have taken their places as digital marketing’s rising stars.
Here at MediaWhiz, mobile search is part of the lifeblood of our successful and growing search marketing practice. It has helped us retain a top-20 ranking among search agencies in Advertising Age’s Agency Report, and it is increasingly being utilized across various client campaigns.
It’s also a topic we love to talk about, both internally among colleagues and externally with clients, analysts and the media. The latter is where we recently had the opportunity to discuss this fascinating industry trend.
In a detailed report out this month in Direct Marketing News, Adam Riff, MediaWhiz’s senior vice president of digital strategy, offers analysis and perspective on how brands and agencies can develop effective mobile search marketing campaigns. (more…)
Editor’s note: The following is an excerpt of an op-ed published in the July 2012 issue of Direct Marketing News. Read the full opinion piece here.
By Steve Goldner | @SocialSteve | Senior Director, Social Media
There is no shortage of debate on social media ROI. Social media sales attribution is difficult given the reality of Facebook privacy settings and the challenges of tagging media that brands don’t own. This is true for many word-of-mouth consumer behaviors.
For example, how easy is it to attribute a customer visiting a new restaurant because of a friend’s recommendation?
But that doesn’t mean brands shouldn’t measure social media and get meaningful information on the performance of their campaigns. Like an old boss once told me, “That which is not measured, does not get done.”
When utilized properly, social media generates awareness, consideration, loyalty and advocacy — all of which can be measured. Brand managers and CMOs should be concerned with seeing measurable results in each category.
The four consumer psycho demographics listed below are inherently tied to the ultimate key performance indicator: that of sales. Consider the following parameters that can be easily captured and measured:
- Awareness: Number of brand and URL mentions.
- Consideration: Website visits, page views, Facebook and Twitter click-throughs, social network page views, Twitter replies and blog views.
- Loyalty: Fans, followers and community members, RSS subscriptions, Facebook interactions, Twitter mentions, blog/community comments and return visits to site.
- Advocacy: Retweets, re-blogs, brand mentions, comments on a brand’s assets and Facebook “likes.
Read the full op-ed in Direct Marketing News.