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Pedro Gonçalves

6 Smart and Effective Email Marketing Tactics - 0 views

  • There’s no denying that email is showing signs of decline — the number of visitors to web-based email sites fell 6% in 2010 compared to the previous year, and email engagement declined at an even greater rate, according to a report from digital analysis company comScore.
  • In response to these changes, brands are quickly adapting by combining email, social media and even mobile marketing tactics.
  • successful brands are doing just that — cross-pollinating email marketing strategies via email clients, social platforms and mobile devices. Ultimately, brands still find email effective because it’s inexpensive and universally accepted by people all over the world.
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  • The key to creating hyper-timely emails is planning and being nimble, says Christopher Stemborowski, associate communication strategist for marketing agency Oxford Communications. “Seeming timely can be the result of preparing multiple emails or just one email and waiting for the right time to send it.”
  • Build multiple versions ahead of key events: In the same way that shirts are made ahead of the Super Bowl declaring each team the champion, you can design two versions of an email to respond quickly to the outcome of major events.Plan an email for an event that has an unspecified date: Snowstorms will happen each winter. Will you have an email ready to go out the moment it happens? With a little planning, you can.Track trending online memes: In 2011, we have seen a #winning Charlie Sheen and a really excited Rebecca Black ready to have fun, fun, fun. Smart brands can tap into these memes in email blasts. You can keep track of these popular memes by viewing the trending topics section on Twitter.
  • Blasting irrelevant content to your email subscribers is one of the biggest email marketing mistakes you can commit.“For example, if a salon sends an email to men that highlights services solely for women, it shouldn’t be a shock when the men unsubscribe,” Stemborowski says. “To avoid this, the salon needs to know who in its database are males and who are females and then avoid sending irrelevant messages.”
  • “Self-selection means subscribers willingly receive emails that are in the categories they asked to get,” Stemborowski said, adding that it’s vital to keep the screening short so users don’t abandon the process.
  • More than ever, people are reading emails on their mobile devices. Mobile email usage increased 36% in 2010, according to comScore.
  • The first line of your email should never read, “If you are having trouble reading this email click here,” he adds. “Remember, the first line of the email is what shows up as the preview on smartphones. For this reason, the first line is premium real estate and, with this in mind, you should put your most important message first for a well-crafted call to action.”
Pedro Gonçalves

Why Short-Form Video Is The Future Of Marketing | Fast Company - 0 views

  • Study after study after study shows that more people are using the internet to consume video. In April 2012, ComScore reported that the average viewer watched nearly 22 hours of video in a single month. Most likely, those 22 hours were broken into many short-form videos, each being watched for just a few minutes at a time. The market is moving more toward catering to the Facebook generation's attention span--quick videos that are aimed to inspire, provoke, or excite. Likewise, the viewing experience on tablets devices such as the iPad make short-form content even more enjoyable.
Pedro Gonçalves

Online Video Increases, Video Ad Dollars Follow - 0 views

  • According data from comScore, the amount of video watched via the Internet continues to climb. In June, 33 billion videos were viewed online.
  • Where are people getting all of this video content? Google Sites (primarily YouTube) is leading the pack. In June, Google attracted 154, 507 million unique users that viewed an impressive 1,238.1 minutes per video.
  • comScore shows Google led the market for video ads in June by serving up 1.41 billion ads that reached almost 25 percent of the total US population.
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  • Traditional television viewing is on the decline. Even when people use televisions as a device, they use connected devices to access Internet-based content via Netflix, Hulu, YouTube and other digital providers. 84.8 percent of the US Internet audience viewed online video in June. We are quickly moving to a future where Internet viewing is the norm and traditional network programming is a significantly lagging second.
Pedro Gonçalves

Frequency Makes Any Website a Video Channel - 0 views

  • With more than 3 billion videos viewed every day, YouTube still only accounts for about 44% of videos viewed globally, according to comScore. Other video upload sites such as Vimeo, news outlets and other websites account for the rest.
Pedro Gonçalves

Facebook Advertising Report: It's the Fan Engagement, Stupid - 0 views

  • traditional advertisers have treated Facebook and other social networks as traditional media: Something where a click should have a measurable return on investment. Advertisers who “get” social media understand that it's about strengthening relationships with their biggest fans, and hoping those fans can turn their friends onto the product as well.
  • The report said the focus on click-through rates of display ads and brand pages on Facebook downplays the impact that has on a user's friends and followers.
  • too many brands, the report argues, still focus on accumulating the most number of likes instead of figuring out how best to engage those fans. It’s not to say that fan accumulation isn’t important; it is the crucial starting point. But too many brands treat it like an end game instead of a first step in getting to the real end game - the return on investment of time and money in building a social media presence.
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  • there is still no reliable way to measure the return on investment. Analytics companies are getting better at tracking whether engaged fans eventually make a purchase decision, but brands are still, by-and-large, forced to look at the number of clicks a brand page feeds to its website.
  • The ComScore report is littered with the phrase “Fans and Friends of Fans,” signaling the strong emphasis successful brands are taking to cater to the people who can implicitly endorse them to others. If one of your friends is a fan of Starbucks, you’re more likely to be exposed to a Starbucks message on Facebook. And if you’re exposed to a Starbucks message on Facebook, you’re 38% more likely to make a purchase in the next four weeks.
  • “The idea behind amplification is that Fans who are reached with brand messages can also serve as a conduit for brand exposure to Friends within their respective social networks,” the report said. “Because the average Facebook Fan has hundreds of Friends, each person has the ability to potentially reach dozens of Friends with earned impressions through their engagement with brand messages.”
  • “While this research adds weight to the importance of social media, it also brings an important questions to the forefront – are the elevated spend levels among Fans and Friends of Fans the result of the messaging or a predisposition among these segments?
  • In other words, am I spending more at Best Buy because my friends like it, or because I hang out with people who are into tech gadgets? Am I 38% more likely to get coffee at Starbucks in the next four weeks because I saw a friend liked the brand on Facebook, or am I 38% more likely to get coffee at Starbucks because I run with people who like Starbucks - whether or not they choose to publicly declare so on Facebook?
  • Most likely, it’s a combination of both, as well as other factors including traditional advertising and proximity. In my case, I end up drinking more Starbucks than I’d like because it’s the only passable coffee shop within walking distance to my house. It’s a decision that I feel better about, perhaps because so many of my friends implicitly endorse Starbucks by liking the company on Facebook.
Pedro Gonçalves

UK Marketing Emails Fail to Make Mark on Mobile - eMarketer - 0 views

  • Despite an increasing proportion of time spent on mobile devices, email seems to be wedded to desktops in the UK. According to December 2013 research from Pure360, 72% of emails were opened on a desktop, a further 20% on a smartphone and 8% on a tablet. And for the clickthrough rate of marketing emails, the performance of mobile was also lower than on the desktop, which had a 27% CTR. Rates were 7% on smartphones and 3% on tablets.
  • research from comScore shows that checking email is the third most popular activity on a mobile phone, beaten only by camera and SMS.
  • In Europe’s three biggest markets—France, Germany and the UK—email is the preferred channel to receive marketing messages
    • Pedro Gonçalves
       
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Pedro Gonçalves

Report: Google+ Visitors Spent an Average of About 7 Minutes on the Site in March - 0 views

  • Google+ is catching up on a lot of fronts to Facebook, but it's still lagging in one key metric: Time spent.
  • The average visitor to the social network spent 6 minutes 47 seconds on Google+'s site in March vs. 6 hours, 44 minutes on Facebook.com according to figures Nielsen supplied to Mashable. However, that number is down for Facebook. In March 2012, the average was 7 hours, 9 minutes per person. For Google, the figures are a substantial jump over the 3.3 minutes visitors spent on average on the site in February 2012, according to comScore. The figures do not include traffic via apps.
  • Nielsen reports that 20 million unique visitors in the U.S. used Google+'s Android and iPhone apps, a 238% rise over March 2012. On desktop, G+'s monthly uniques jumped 63% vs. the year before to 28 million.
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  • The figures compare to 142.1 million uniques for Facebook's desktop site during the same time and 99 million uniques who visited Facebook via their mobile devices. Twitter had 34 million unique visitors on desktop and 29 million uniques visiting from their official mobile app.
Pedro Gonçalves

Is Pinterest Cutting Into Facebook's Market Share? - AllFacebook - 0 views

  • Facebook has been losing traffic and sales since the 2012 holidays, while Pinterest has been steadily trending upward.
  • Facebook’s share of traffic hit 92 percent in mid-December, then plummeted to 69 percent in the week leading up to Easter. Pinterest has grown from 6 percent to 25 percent in that time. Also in mid-December, at the peak of the holiday shopping season, Facebook’s market share of sales hit 89 percent, then fell to 78 percent by Easter. Pinterest grew from 10 percent to 21 percent in that same period.
  • the fundamental differences in how people use Facebook and Pinterest make the latter a better option for commerce. She likened Facebook ads to a marketer pitching wares while users are having conversations with friends, while Pinterest is more like window shopping at a store that the user chooses.
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  • Pinterest shoppers are spending $140 to $180 per order, compared with $60 to $80 on Facebook. This gap became more vast in the days leading up to Easter, as Pinterest users started spending $194 percent (versus $84 on Facebook and $35 on Twitter).
  • This is not meant to knock Facebook. The social network is great for building awareness and connecting with customers
  • and Pinterest is better for conversions, since users already know what they want, but are simply discovering where to buy these items. Smart brands that work across Facebook and Pinterest can both build awareness and get users to buy.
  • If you’re trying to drive awareness and the point of promotion, I think Facebook is highly valuable. Pinterest offers a very different type of exposure.
Pedro Gonçalves

Flurry: U.S. App Audience Now Roughly Equal To Internet Users On Laptops & Desktops | T... - 0 views

  • During “primetime,” which for apps also includes those “after-work” hours of around 7 to 10 p.m., app usage among the top 250 iOS and Android applications spikes to a peak of 52 million consumers, the company found.
  • App usage tends to drop off overnight, and weekends see higher daytime app usage through the day (9-5). During the normal workday, people use apps at least 75 percent as much as on weekends
  • reaching the key 18 to 49-year-old demographic using traditional media will become increasingly difficult as they turn towards digital media more. Flurry cited a report from Morgan Stanley, which showed that there has been a 50 percent decline in TV audience ratings since 2002
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  • a couple of important things about the app audience: first that it has reached critical mass, and second that it is still highly fragmented relative to more traditional forms of media
  • During February, for example, Flurry saw 224 million monthly actives using mobile apps in the U.S. That same month, comScore reported 221 million desktop and laptop users of the top 50 U.S. digital properties.
  • though the app audience is fragmented, it’s roughly equal to the (non-mobile) online audience in the U.S. today.
Pedro Gonçalves

How to Optimize Your Mobile Website - 0 views

  • comScore reported earlier this year that there are more than 100 million smartphone users in the United States alone and mobiThinking reports there are now more than 1.2 billion mobile web users worldwide, accounting for more than eight percent of total web traffic.
  • Gartner predicts mobile will be the number one Internet access device as early as next year.
Pedro Gonçalves

As Pinterest's Hype Peaks, Growth May Be Slowing | TechCrunch - 0 views

  • In February, comScore reported that the site had passed 10 million monthly unique users faster than any standalone site ever.
  • But numbers from third-party sources like Facebook app tracking service, AppData, are pinning a slightly different picture on the image and link-sharing site. Pinterest’s monthly active users on Facebook — or the number that has connected to Facebook over the past thirty days — have dropped to 8.3 million, from around 12.2 million a month ago when the site did a major redesign. Daily Active Users are also down but not by as much: on April 21 they were 930,000, from 1.1 million on March 22.
  • A couple other sources including Google search trends, Compete and mobile app tracker App Annie are also showing a picture of decelerating growth
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  • Figures from Compete note that Pinterest had over 18 million unique visitors in March but that growth appears to be slowing.
  • There is also that issue of spam and copyright questions: two no-nos for the mostly-over-36, female audience that uses the site
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