It’s hard to believe that so many pseudo social media experts are still out there spreading bullshit like water. Any marketer that believes that social media marketing is still relevant needs to go back to school.
How man times have you clicked on a story like “which celebrities have let themselves go” only to find that you need to click on 10 or more pages to read the content? Then there are publishers that won’t let you read their pages because you dared to install an ad blocker! It shows me that publishers and content providers just don’t get that the Internet is about users, not them.
For consumers, having content options is no longer a luxury, but an imperative. But having a plethora of content options at our collective fingertips doesnʼt necessarily mean consumers are connecting with ALL choices ALL of the time. In fact, according to the second quarter Nielsen Total Audience Report, behaviors and usage are unique to the device being used.[inlinetweet prefix=”” tweeter=”” suffix=””] Consumers still spend most of their time on traditional platforms[/inlinetweet], but they also look to explore the wide range of content channels made available by new media.
I keep hearing the word “engagement” when it comes to online marketing, but too many people are focusing on the wrong metrics. To me, the top metrics for engagement are time on your site and page views. Social media engagement is pure bullshit.
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?
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.
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.