Oct 032012

Clicks aren’t the right metric for brand advertisers, Facebook Head of Measurement and Insights Brad Smallwood told the audience at the IAB MIXX Conference in New York today.

Smallwood shared results from recent campaign studies that indicated impressions, reach and frequency were more valuable than clicks. Specifically, 99 percent of sales came from users who saw an ad but did not interact with it. Campaigns that optimized for reach were 70 percent more effective at driving ROI, and campaigns that optimized for frequency had a 40 percent increase in ROI.

MOREFacebook says impressions, reach and frequency matter more than clicks.


Sep 062012

Adobe officially launched a new suite of marketing tools on Thursday called Adobe Social, which is intended to help users better measure and understand the return on investment they get from their social media campaigns.

With Adobe Social, marketers can monitor mentions for their brand on Facebook and Twitter, find out which customers are the key influencers on each of these networks and track how much revenue is being generated from specific social media campaigns and posts. The platform also makes it easier to target ads to certain audiences, personalize a website based on how the user interacts with it and even build apps for Facebook, effectively making it an all-in-one marketing tool for companies.

The company demoed some of these features at an event in Salt Lake City earlier this year, but Adobe Social has only been available in beta to a small group of customers since then. Starting today, the platform is available to the general public for purchase.

MORE:  Adobe Takes on Salesforce with Social ROI Tool.


Aug 292012

If you are an agency or a brand trying to decide whether or not social media marketing is worth the investment, consider these numbers from recent studies of social media users:

  • 78% are directly influenced by branded posts when making purchases
  • 74% encourage friends to try new products
  • 80% try new things based on friends’ suggestions

MORE:  Why Social Marketing Will Deliver Positive ROI for Your Brand – Adrants.


May 092012

Though most companies today have some kind of online presence, 22 percent of marketers find that getting buy-in for online content marketing is still their greatest challenge. Even if there’s enough buy-in to give it a shot, marketers still need to convince their companies to invest in the staff and resources that will make online marketing possible. Successful online content marketing begins by convincing your own company that the ROI merits the investment.

via How to convince your boss to fund content marketing – iMediaConnection.com.

Aug 072011

It’s all about transparency. Because online marketing is such a highly specialized expertise, it’s too easy for an agency to “fake it” — that is, over-promise, overcharge, and under-deliver when it comes to results. To really know where your online marketing ROI stands, look for these top five red flags when evaluating an agency — whether you’re working with one already, or looking to bring one on board.

via Ways to tell your online marketing agency is faking it – iMediaConnection.com.