Spending on pay-per-click ads by enterprise technology, consumer electronics and retail brands rose 15% year-over-year in the fourth quarter of 2012, according to a Covario survey. The growth drivers were increased spending on content marketing, mobile and video, as well as international expansion. “Social media has become intertwined with search. We know through content syndication and social sharing that we can drive social signals to help organic search, as well as influencer-personalized search results across the search result page,” says Mike Gullaksen, Covario’s senior vice president and managing director.
Engineers at Cambridge University are pioneering digital face technology that translates typed text into a visual display using the recorded speech and facial expressions of actress Zoe Lister. The “Zoe” virtual assistant system is capable of generating six basic emotions — from happy and sad to angry and neutral — as well as hundreds of combinations of those six, and it could one day be integrated with smartphones to make text communications more precise.
Online chatter about a brand doesn’t bring a short-term sales boost, according to a study conducted by Coca-Cola — a startling declaration by a company that has worked hard to earn 61.5 million Facebook fans, Jack Neff writes. The study, which also found that display ads drove sales about as effectively as TV ads, shouldn’t be taken as a sign that social media marketing is worthless, warned Coca-Cola’s Eric Schmidt. “It is by no means a generalized result that applies to all industries,” he said.
Learn what the future of social media might be — in just 6 words — according to CMO Mike Volpe of HubSpot.
Did you know sometimes debris from strong tornados can be carried over 200 miles? Researchers are now using social media to track just how far that debris can be carried, and using that data to help learn more about the fierce storms and perhaps lead to better warnings.
If brands want to improve their customer perception, having a well-rounded social communications practice that serves both as a marketing outlet and as a place for consumers to solve service issues will help.
In a new study, J.D. Power and Associates measured consumer experience working with companies through their social platform for both marketing (such as receiving a coupon or some other offer through a social channel) and service (such as answering questions about a product or service or solving specific problems) needs.
The study was based on the responses of more than 23,000 consumers and covered 100 brands in six industries: airlines, auto, banking, credit card, telecom and utility. The bottom line: very few companies doing both marketing and service particularly well.
“Hardly any companies are doing equally well on social marketing and social servicing,” Jacqueline Anderson, director of social media and text analytics at J.D. Power, tells Marketing Daily. The discrepancy, she says, has a negative impact on brand perception.
The study found a correlation between a company’s overall social communications and a consumer’s likelihood to purchase and overall perception of the company. Among highly satisfied consumers (those with satisfaction scores of 951 or higher on a 1,000-point scale), 87% said their online interaction with the company “positively impacted” their likelihood of purchase from that company. Meanwhile, 10% of consumers with low satisfaction scores (less than 500) said their experiences with a company’s social communications “negatively impacted” their likelihood of purchase.
According to the study, nearly a third of consumers ages 30-49 and 38% of those over 50 interact with companies via social marketing (compared with only 23% of consumers 18-29). However, 43% of the younger demographic use the channels for social media interactions, while only 18% of those over 50 do.
Seventy percent of YouTube’s in-steam ad views are those skippable TrueView ads, Google’s svp of advertising Susan Wojcicki told attendees of the Interactive Advertising Bureau’s Annual Leadership Meeting on Tuesday in Phoenix, Ariz. And consumers should expect a lot more of TrueView, as Wojcicki announced that now users will soon be seeing—or not seeing—such skippable ads in apps and games.
The move marks the first time Google will run TrueView ads against nonvideo inventory,Wojcicki said, and is intended to “enable users to have more choice.” Google has previously said, and Wojcicki reiterated, that TrueView ads have led to a 40 percent reduction in the number of people who click away from a video when shown a pre-roll.
While a first for TrueView ads, this isn’t the first time Google has extended the idea of at-will advertising outside of video. Last October the company introduced the Lightbox format that extends a standard, static ad into a rich-media or video unit when a user mouses over it for a couple of seconds.
The TrueView news was at the center of five talking points Wojcicki laid out during her future-looking keynote—all five of which began with the letter “C”—in this case, choice. Keeping with the “C” theme, Wojcicki spoke about “Generation C” which consists of people who are “connected all the time and generating content all the time.” The other four Cs were control, charm, connected and calibration.
Wojcicki highlighted control by noting that for every user that opts out to share their browsing behavior data with Google, two users give the company data about themselves. As for charm, that is the idea that ads should be better looking and more interactive—and that the best creative shouldn’t be limited to publishers’ homepages but span all ads.
In addition, Wojcicki said that connected means that ads should be able to easily flow across devices which gave her a chance to cite Google’s rollout of Enhanced Campaigns to AdWords.
Calibration is perhaps where Google and others have the most work to do. “All ads will be measured, but clicks are only one measurement type,” Wojcicki said in describing calibration. Google’s ad products don’t only rely on clicks, but the company has built its nearly $43.7 billion ad business on the back of easily attributable search clicks. The impact of ads “has been harder for us to measure. We don’t have as many good metrics,” she said.
To that end, Google is tying its Consumer Surveys product with AdWords so that advertisers can survey users who have seen an ad about their thoughts on the brand or its product and compare that with a control group that didn’t see the ad in order to measure lift. Solve Media has partnered with comScore on a similar survey program for that company’s type-in ads. Whether users will want to take those surveys will remain to be seen.
Google Bringing TrueView Ads to Apps, Games Marks the first time users will be able to skip ads outside video By Tim Peterson
Last June, in the weeks following Facebook’s botched IPO, Ad Age and CITI surveyed marketers about their views on the social network. The big takeaway? While the majority (85%) felt they needed to be on Facebook, only about half felt they needed to be advertising there.
Below are the topline findings. Ad Age DataCenter
Contacting enterprises on social media is a last resort, not the preferred engagement method, for disgruntled customers, according to predictive customer service company 7’s CEO PV Kannan.
Social media has become a popular customer service tool for many Australian organisations. Telcos, in particular, are increasing their presence on Twitter and Facebook, answering a torrent of customer queries through those channels. But this is not indicative of consumers preferring social media over calling up companies for customer support, Kannan said.
Kannan noted that successful companies don’t rely on social media, because existing communication channels for customers, such as online portals or call centres, are already effective enough. He recommended that enterprises improve their existing customer service resources first, before addressing it on social media.