Michael Spencer writes “Snapchat, Instagram, Twitter, and Facebook have all shown declines in usage. In almost all countries, time spent on the four leading social media apps, Facebook, Instagram, Snapchat and Twitter had fallen. We cannot be surprised if the same holds true for LinkedIn.” This, coupled with the news that up to 90% of online ad metrics could be caused by BOTS and the double digit increase in ad blockers means online marketing is in trouble.
Marketers will spend more time and money trying to measure digital marketing than actually developing a great online brand experience. Is it time to just acknowledge is part of your brand and stop trying to measure every digital marketing tactic? Continue reading “Stop trying to measure digital marketing”
According to a recent study as much as 98% of online ad clicks are done by BOTS leaving some to question their effectiveness. However, does an online audience really need to “click” on an ad for it to be effective? The answer is no. Continue reading “Are clicks a good way to measure online ads?”
All over the Web there are a lot of infographics that convey data points but I would argue that data without analytics to help us understand why, how and where are pretty much meaningless. In fact I would suggest that big data is over-hyped and that the real gold for marketers is the use of analytics that help us better understand consumers and customers. Continue reading “Put an end to “big data” and start Analytics 3.0″
According to Comscore “mobile platforms are not eating into aggregate time spent on desktop, which has still grown 37 percent over this time period.” More than 3/4 of all digital users are now using both desktop and mobile platforms to access the Internet. Continue reading “Mobile growing but PC’s still rule”
In recent years the various participants in the online ad industry have bickered over “viewability”: webpages are usually bigger than the screens they are viewed on, so if a reader sees only part of an ad on his screen, for a fraction of a second, how much should the advertiser pay? The Media Rating Council (MRC), which sets the rules for audience measurement, now considers a display ad “viewable” if a consumer can see half of it for at least one second. Continue reading “Metrics of online ads questionable at best”
Two nationwide survey results indicate that companies’ use of social media is perceived by both groups as potentially disruptive. 55% of senior marketing executives and 52% of consumers perceive social media as intrusive. In addition, the survey among senior marketing executives reveals that many believe the data generated by social media analytics is not yet actionable. Continue reading “Consumers perceive social media as intrusive”