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Mainstream & Niche Marketing Tactics [TABLE]
In a March 2012 online survey of US marketing professionals, trade publication Chief Marketer found that the most popular tool in digital campaigns was tried-and-true email marketing, which 78% of respondents said they used. Email newsletters were the No. 2 tactic (59%), followed closely by a social network presence (58%). This year, for the first time, Chief Marketer asked respondents if they hosted original video content on their sites or on aggregator sites like YouTube; one-third of respondents said they did. Read the rest at eMarketer.
Optimal Social Post Dayparting [CHART]
When looking to achieve high click counts, the optimal time to post is similar for Twitter and Facebook, but differs dramatically for Tumblr, details Bit.ly in a May 2012 blog post. Exploring how content propagates through social networks, and how the day and time of a post affect the attention received, the company finds that for Twitter, posting in the afternoon earlier in the week (1-3 PM Monday through Thursday) gives the best chance at achieving a high click count. Similarly, on Facebook, links posted from 1-4 PM result in the highest average click throughs, with Wednesday at 3 PM proving to be the peak time of the week. By contrast, Friday evening, which is the slowest time on the other platforms, is the optimal time to post on Tumblr, with posts after 7 PM on average receiving more clicks over 24 hours than content posted mid-day during the week.
The post notes that all times are Eastern Standard Time (EST). Read the rest at Marketing Charts.
Moms' Favorite Social Networks & Blogs [CHART]
Mothers are tuned into a variety of social media, but Facebook is chief among them, details Nielsen in a May 2012 blog post. In fact, almost 3 in 4 mothers (27.9 million) who went online from a home computer in March visited Facebook, while roughly one-quarter visited Blogger, making them 27% more likely than the US average to visit the blogging platform. Yet despite their preference for Facebook, many Millennial mothers (born between 1977 and 1994) have a love/hate relationship with the social network, according to May 2012 survey results from Meredith’s Parents Network. For example, on the one hand, 57% of this group feel that it is a waste of their time, while on the other hand, 89% describe their time with the site as “me time.” And while the Nielsen findings indicate that mothers are 38% more likely to become a fan or follow a brand online, 55% of Millennial mothers say they have de-friended companies on Facebook, citing too many messages and ads as their main reason. Read the rest at Marketing Charts.
Types Of Online Video Consumption [CHART]
The immediacy and ease of streaming services continue to draw users in search of online video. According to the survey, 58% of respondents said they watched online videos on web-based streaming services that hosted user-generated content, such as YouTube. And more than one-third of respondents said they watched content on full-episode player sites, such as Hulu or Netflix. Read the rest at eMarketer.
Email Drives Virtual Event Registration [CHART]
Email is overwhelmingly the top driver of virtual event registration, according to an August 2011 survey from MarketingProfs and Trendline Interactive, sponsored by ON24. Data from “The Practicalities of Virtual Events” indicates 83% of virtual event attendees have heard about an event through email.
Only 23% have heard about a virtual event through the next-most-popular channel, social media, meaning email is almost four times as popular an attendance driver. Within the social media channel, LinkedIn (10%) and Twitter (9%) are both more than twice as popular as Facebook (4%). Read the rest at Marketing Charts.
Commonly Used Social Media Tools [CHART]
Facebook remains the most common social media tool used by marketers, at 92% of respondents to the Social Media Examiner survey, unchanged from 2011 results. The second-most-popular social network among marketers, Twitter, has an 82% adoption rate, down slightly from 84% last year, meaning Facebook is about 12% more popular than its closest competitor as a marketing tool. LinkedIn comes in third with 73% marketer adoption, up from 71% last year, followed by blogs, at 61% usage, down from 67%. YouTube/other video sites are used by 57% of the respondents, though just 10% have no plans to utilize this channel in the future.
Some of the less popular tools saw a drop in adoption from 2011: social bookmarking sites dropped from 26% to 16%; forums fell from 24% to 19%; and geo-location services dipped from 17% to 14%. Read the rest at Marketing Charts.
Video Tops List Of Increased Use Of Social Media Marketing Tools [CHART]
YouTube (and/or other video sites) is the top area where marketers plan on increasing their social media efforts, finds Social Media Examiner in an April 2012 report. YouTube/video is slated for an increase in activity by 76% of respondents, ahead of Facebook (72%), Twitter (69%), blogs (68%), Google+ (67%), and LinkedIn (66%). Younger marketers (aged 20-49) are 13% more likely than their older counterparts (aged over 60) to tab video production as a key growth area (77% vs. 68%).
In fact, according to a March 2012 report [pdf] from the Web Video Marketing Council (WVMC) and Flimp Media, 81% of senior marketing executives are using online video content, with brand websites (67%), social media sites (61%), and email marketing (52%) the most popular avenues for sharing content. Indeed, video appears to be a key complement to email: almost three-quarters of marketers integrating video with email said they believe consumers are more likely to purchase or convert after viewing an email campaign that incorporated video. Read the rest at Marketing Charts.
Top Online Agency Services [CHART]
83% of online marketing agencies offer social media marketing services, while an additional 7% plan to do so in the future, according to [download page] a HubSpot report released in April 2012. This is closely followed by the proportion who currently offer brand marketing, email marketing, and web design services (all at 81%), with SEO slightly behind, at 75%. Application development (such as mobile) gets the largest proportion of agencies saying they plan to offer this service in the future (25%), followed by video production (15%), media buying - digital (14%), affiliate marketing (14%), and marketing automation (13%).
The prevalence of social media services may be in response to industry spending patterns: according to the latest CMO Survey from Duke University’s Fuqua School of Business, although CMOs say that social media spending currently accounts for 7.4% of their total marketing budget, they forecast that share to increase 46% to 10.8% in the next 12 months, and to almost triple to 19.5% of total budgets in the next 5 years. Read the rest at Marketing Charts.
Brand Content By Media [CHART]
Nearly 87% of US brands and agencies leveraged videos for their content marketing programs, according to Outbrain’s research, emphasizing the importance of this dynamic, visual content format. Blog posts were the next-most-common form of content, generated by two-thirds of marketers. Articles and slideshows or photo galleries were also important to 44% of respondents. Read the rest at eMarketer.
The Rise Of Bloggers, 2006-2011 [CHART]
Blogs are sometimes overlooked as a significant source of online buzz in comparison to social networking sites, yet consumer interest in blogs keeps growing. By the end of 2011, NM Incite, a Nielsen/McKinsey company, tracked over 181 million blogs around the world, up from 36 million only five years earlier in 2006. Read the rest at Nielsen.
