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Carri Bugbee

Facebook and Twitter Icons Influence Purchasing Decisions - CRM Magazine - 0 views

  • "Our study finds that the mere presence of social media icons on a Web page where we shop appears to cause us to feel as if our purchases are being watched by our social network, and we adjust our buying decisions accordingly," said Claudia Townsend, an assistant professor of marketing at the University of Miami School of Business Administration, in a statement. "Marketers should be aware that the placement of these symbols in their Web design strategy could have a major impact on buying behavior."
Carri Bugbee

The Machines Have Arrived: Ad Buying Going the Way of High Frequency Trading - 1 views

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    The programmatic nature of ad buying will erode the position of companies that rely on relationships and human decision making
Carri Bugbee

Did Facebook's faulty data push news publishers to make terrible decisions on... - 0 views

  • News publishers’ “pivot to video” was driven largely by a belief that if Facebook was seeing users, in massive numbers, shift to video from text, the trend must be real for news video too — even if people within those publishers doubted the trend based on their own experiences, and even as research conducted by outside organizations continued to suggest that the video trend was overblown and that news readers preferred text. (Heidi N. Moore put many of these trends together in 2017, and her accounting is only strengthened by the new information that we’re seeing this week.)
  • The court case was unsealed this week, following efforts by organizations like the online publishers’ trade organization Digital Content Next to make previously redacted parts available to the public. I read the filing and pulled out some of the most interesting and relevant parts for news publishers below. I wanted to try to see whether Facebook’s active promotion of its video offerings might have influenced news publishers’ allocations of resources, and whether it is reasonable to allege that Facebook knew, as publisher after publisher laid off editorial staff and pushed into video, that that was misguided. I wanted to know whether people working in news organizations were fired based on faulty data provided by a giant platform that publishers believed they could trust.
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    News publishers' "pivot to video" was driven largely by a belief that if Facebook was seeing users, in massive numbers, shift to video from text, the trend must be real for news video too
Carri Bugbee

Kaepernick Campaign Created $43 Million in Buzz for Nike - Bloomberg - 0 views

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    "Nike cares most about the category influencers and tastemakers -- nearly all of whom will embrace their decision," said Howe Burch, the former head of U.S. marketing for Reebok. "They know they will lose some customers short-term but not the kind of customers that really drive their business." Supporting disruptive athletes has long been a part of Nike's marketing, dating to the early 1970s and runner Steve Prefontaine, the company's first athlete endorser.
Carri Bugbee

Survey Reveals How Consumers Really Judge Brand Authenticity (and Influencers) | Social... - 0 views

  • 90% of consumers said that authenticity is important when deciding which brands they like and support - up from 86% in 2017. And marketers understand how much authenticity matters, with 83% saying authenticity is very important to their brands, and 61% believing authenticity is the most important component of impactful content.
  • 92% of marketers believe that most or all of the content they create resonates as authentic with consumers. Yet the majority of consumers disagree, with 51% saying less than half of brands create content that resonates as authentic.
  • While consumers are 2.4x more likely to say UGC is most authentic, when compared to brand-created content, marketers are 2.1x more likely to say brand-created content is most authentic in comparison to UGC.
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  • user-generated content is also the most influential content consumers reference when making purchasing decisions. Most consumers say that they’ve made purchasing decisions based on user-generated visuals - 57% have made plans to dine at a particular restaurant, 54% have purchased a consumer packaged good and 52% have made plans to travel to a specific destination based on a consumer-created image or video.
Brent Baltzer

11 social media tips to go from zero to hero - 0 views

  • 1. Have a game plan
  • develop a strategic plan
  • adding too many social buttons to your pages and posts has the potential to slow things down and cripple decision making.
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  • 3. Create and use personas
  • 4. Write content with your audience in mind
  • 10. Outline the KPIs that are important for your business or client and report on them
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    "o hero"
Carri Bugbee

Report: Advertisers Wise to Tune into Social TV | Response Magazine - 1 views

  • “TV and video content providers such as cable companies have a great opportunity to target heavy users with social TV in order to reduce potential churn,” said Michael Gartenberg, research director at Gartner. “The time to take advantage of this opportunity is right now as social TV services have not yet been dominated by a single solution and the market is far from saturated.”
  • Connected TV will open up access to a much wider range of content via the Internet, opening the possibility of worldwide video sharing.
  • ideo influences consumers the most when considering a purchase – up more than 20 percent – banner and search advertising continue to decline. Less than 50 percent now find paid search influential when making a decision, down from about 60 percent during the past three years.
Carri Bugbee

The Marriage Is Off Between Ad Tech And Mar Tech | AdExchanger - 0 views

  • What do you see in the market supporting your idea that ad tech and mar tech won’t converge? MARTIN KIHN: The business models are different. Marketing tech works on a subscription model, which means it’s predictable. The media model [in ad tech] is high-risk and difficult to predict. And those budgets come from different places. Mar tech budgets are more capital expenses, with an annual planning cycle.
  • Anything around identity is hot right now: something that can map devices together, or people to records in the world, is a good asset. Oracle acquired Crosswise. Acxiom bought LiveRamp. The other areas would be around analytics, companies developing insight decisions and customers. Those are companies like Tinyclues, Optimove, Adgorithms and Lytics.
  • The value of an off-the-shelf audience, like someone in the market for a car, becomes less valuable over time on a generic level. And DSPs used to differentiate on their access to inventory. Now you can go to Iponweb and use BidSwitch, and any DSP can access inventory outside of the walled gardens. They have to differentiate on service and on analytics.
Carri Bugbee

How do you stop fake news? In Germany, with a law. - The Washington Post - 0 views

  • “We work very hard to remove illegal content from our platform and are determined to work with others to solve this problem,” the company said in a statement. “As experts have pointed out, this legislation would force private companies rather than the courts to become the judges of what is illegal in Germany.”
  • Germany officially unveiled a landmark social-media bill Wednesday that could quickly turn this nation into a test case in the effort to combat the spread of fake news and hate speech in the West.
  • The highly anticipated draft bill is also highly contentious, with critics denouncing it as a curb on free speech. If passed, as now appears likely, the measure would compel large outlets such as Facebook and Twitter to rapidly remove fake news that incites hate, as well as other “criminal” content, or face fines as high as 50 million euros ($53 million). Chancellor Angela Merkel’s cabinet agreed on the draft bill Wednesday, giving it a high chance of approval in the German Parliament before national elections in September. In effect, the move is Germany’s response to a barrage of fake news during last year’s elections in the United States, with officials seeking to prevent a similar onslaught here.
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  • “The providers of social networks are responsible when their platforms are misused to spread hate crime or illegal false news,” German Justice Minister Heiko Maas said in a statement. The proposed law would apply only within German borders. But Maas said Wednesday he would press for similar measures across the European Union. A number of European countries have also sought to counter the fake-news scourge. The Czech Republic recently inaugurated a special unit charged with denouncing false reports. Should the German measure become law, however, experts say it would amount to the boldest step yet by a major Western nation to control social-media content. Depending on how obviously false or illegal a post is, companies would have as little as 24 hours to remove it.
  • In addition to fake news and hate speech, the draft bill would target posts seen as inciting terrorism or spreading child pornography. Officials have cited a surge of hate speech across the Internet as a major factor behind the rise of far-right violence in Germany, including arson attacks at refugee centers and assaults on police officers.
  • One of the companies most affected by the bill is Facebook, which has sought to sidestep such laws by taking voluntary measures to curb the spread of fake news. The company echoed concerns that the bill would wrongly foist upon corporations a level of decision-making on the legality of content that should instead reside with German courts.
  • Rather than setting a new standard, officials also say they are simply forcing social-media outlets to comply with existing laws governing hate speech and incitement in Germany. Incitement and defamation laws here are far broader than in the United States; for instance, laws on the books forbid defaming German leaders and make denial of the Holocaust a crime.
Carri Bugbee

Facebook Wants To Teach You How To Spot Fake News On Facebook - BuzzFeed News - 0 views

  • people in 14 countries will begin seeing a link to a “Tips for spotting false news” guide at the top of their News Feed. Clicking it brings users to a section offering 10 tips as well access to related resources in the Facebook Help Center. Facebook is also collaborating with news and media literacy organizations in several of countries to produce additional resources.
  • “Improving news literacy is a global priority, and we need to do our part to help people understand how to make decisions about which sources to trust,” Adam Mosseri, Facebook’s VP of News Feed, wrote in a blog post about the initiative. “False news runs counter to our mission to connect people with the stories they find meaningful. We will continue working on this, and we know we have more work to do.”
  • It’s working with third-party fact checking organizations to flag false content in the News Feed, the company recently announced the Facebook Journalism Project to work with news organizations on products and business models, and it’s one of the funders of the new News Integrity Initiative, a $14 million project “focused on helping people make informed judgments about the news they read and share online.”
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    Starting tomorrow, people in 14 countries will begin seeing a link to a "Tips for spotting false news" guide at the top of their News Feed.
Carri Bugbee

Why Aren't There More Female CEOs In PR? - 0 views

  • While women make up about 70% of the PR workforce, they only hold about 30% of the top positions in the industry.
  • This raises the question, are big agencies losing talented women — some of whom start firms that ultimately become competition because of rigid policies?
  • A recent study by Bain & Company found that 43% of women aspire to top management within the first two years of their position, compared with 34% of men. “Both genders are equally confident about their ability to reach a top management position at that stage,” reads a blog post on the research. “This suggests that women are entering the workforce with the wind in their sails, feeling highly qualified after success at the university level.”
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  • Research also indicates that men with stay-at-home wives tend to hold negative views of working women.
  • Among these, women have a tendency to focus on building effective relationships as leaders. Meanwhile, men tend put their energy into demonstrating results of their work, according to a study that came out last year.
  • We have so many women who are great at running accounts so management is reluctant to move them out of those roles,”
  • Research tends to support theories that women don’t call as much attention to their own achievements. In fact, not only are women more likely to abandon these efforts because of negative feelings about self-promotion, they are more likely to encounter backlash for advocating for themselves.
  • As part of the Lean In organization, Sandberg has also raised the issue of women taking on “office housework” like taking notes and planning meetings — tasks that don’t usually pay off neither financially nor with the corner office.  
  • “Everyone talks about mentorship — but what does that really mean? You have to be in the room, making decisions,” she says. “But that inner circle starts to narrow around that second or third tier. That’s where there must be gender equity. Something is wrong if there are all-male meetings at that level.”
Carri Bugbee

Want Proof that Mobile Drives Purchases? - E-commerce, Internet marketing and business ... - 0 views

  • Google is launching a new “Store Visits” metric in AdWords, designed to use your customers’ location to determine whether they’ve visited your stores, restaurants, and hotels after clicking on an ad.
  • “…most mobile research leads to a purchase, just not on the smartphone.”
  • “In a March 2014 survey conducted by Nielsen for xAd and Telmetrics, between 70% and 80% of US smartphone or tablet users said they had completed or would soon complete a purchase related to their smartphone search. The study also found that more than 40% of consumers considered a smartphone or tablet their most important media resource for a purchase decision.”
Carri Bugbee

Can Companies Measure Social Media ROI? - 0 views

  • In an analysis of social media ROI, there is a lot of what Time described as "proving" the media.
  • In a 2010 article in The Journal of Consumer Research, a Ph.D writing in Psychology Today summarizes: "We live in a world of advertising. It is a world of our making, of course. We don't like to pay the full price of things, so we allow other people to pay part of that price in exchange for letting them pass a message to us.... That information ultimately affects the way we make choices, whether we know it or not."
  • in a 2009 issue of The Journal of Database Management and Consumer Strategy Management, "ROI in social media: a look at the arguments," it was reported that 49% of consumers "made a purchase decision based on the information they found through social media sites," and that 45% of people who searched for information via social media sites "engaged in word of mouth," compared to 36% who found information on a company or news site
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  • No doubt, the Gallup results are accurate. It just turns out that we are not the individuals we imagine. Our consumer behavior is predictable, including our denial of that behavior.
  • Do consumers engage brands because they are already customers, or do we become buyers because of the brand exposure on social media? This is research that needs to be conducted. 
Carri Bugbee

3 Steps To Convert Business Goals Into Digital Marketing Actions - 0 views

  • To achieve the marketing goals you need to drive qualified traffic to your website and convert that traffic into leads. From there the sales team can pick up and convert leads into clients. This means creating and distributing content and content offers to a relevant audience. It also means content should be mapped on the buyer’s journey which is structured in: awareness, consideration and decision stages.Here are the basic things you need to do:
Carri Bugbee

Twitter to Eliminate Share Count. What's It to You? | Cision - 0 views

  • Twitter says that this change is due to “finite engineering resources” as they moved to a new platform. People frustrated with this change suggests that there may be other motives for it (one of the big arguments being that Twitter has two partners that will enable share data for larger publishers).
  • Twitter reach may vacillate between 1 and 3 percent on average for most tweets. So, that share to 100,000 followers becomes an impression to 2,000 followers.
Carri Bugbee

Four reasons most marketing departments are stuck in 2010 - 0 views

  • Why are marketers stuck in 2010? There are four reasons:The crushing pace of technological change — A feeling of helplessness about the pace of change leads to uncertainty about direction, effectiveness, and even personal relevance as a marketing leader. Marketers rely on what they’ve always done because they don’t understand the changing world.
  • Over-reliance on technology and automation — Today, marketing has become a glorified IT department. Marketing decisions are being made by statisticians and data scientists in ways that may increase efficiency – and maybe even sales leads — but drive us away from the heart of our customers.
  • Organizational paralysis — Companies formed departments and teams years ago to work on social media, content, and other initiatives that don’t work like they used to. Becoming “locked-in” to marketing tactics that simply don’t work any longer might be due to outdated agency relationships, organizational resistance, cultural obstinance, lack of skilled leadership, relentless bureaucracy … or some combination of these factors.
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  • Tech is changing consumer behavior dramatically — The methods of product discovery, acquisition, and delivery have been revolutionized. Hyper-empowered consumers are less loyal, more informed, and less trusting of companies and brands than any other time in history. But many companies have not reacted to this reality.
  • Competing effectively now and in the future will be less dependent on the classic “Four P’s of marketing” and more aligned with an ability to be nimble and adjust, adjust, adjust. This should be the most urgent priority at every company, but it’s just not happening in most places I encounter in my journeys.
Carri Bugbee

Social media in 2018: Time to grow up or get out - Marketing Land - 0 views

  • Instead of complaining that you are being “forced” into “pay for play” on networks like Facebook, embrace the fact that social paid promotion is probably the most sophisticated marketing tool ever created.
  • There is a steep learning curve to doing it right, and the need for a regular investment of time to properly manage campaigns. Additionally, even for paid campaigns, you still need to have content that doesn’t trigger ad blindness. But the ability to target your messages to exactly the right people, and to creatively remarket to those who have already shown interest, is unparalleled.
  • There is a major side benefit to moving toward that kind of content, beyond just keeping you in the news feed: Truly engaging content is better for your business. It helps make your brand more respected and remembered. It develops positive feelings toward your business that help influence people when it’s time to make a buying decision.
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  • The lesson from the influencer marketing scandals of the past year is that using people who are influencers merely because of their follower count is a losing proposition. But that doesn’t mean influencer marketing is not valuable. The key is to seek out relationships with influencers who have truly earned their influence. You should be looking for people who have real respect, trust and authority in your industry, or in an area that at least relates to your industry. The pitch here is a genuine exchange of value, where you bring something to the table for the influencer (other than just a hefty check), and they contribute their sincere endorsement and amplification to their audience.
Carri Bugbee

How to Plan Your Content Marketing Strategy - 0 views

  • Research from Content Marketing Institute and MarketingProfs indicates content marketers with a documented strategy are: Much more likely to consider themselves effective at content marketing Far less challenged with the many aspects of content marketing Able to justify why a higher percentage of the marketing budget should be spent on content marketin
  • Consider documenting one or more of the following goals as a starting point for your strategy: Improve brand awareness Increase engagement Generate more website traffic Expand the email list Increase marketing ROI Achieve higher customer retention, loyalty and referrals
  • A buyer persona reveals what prospective customers are thinking and doing as they weigh their options to solve a problem.
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  • Personas, as they relate to planning your content marketing strategies, help you make informed decisions about topics to cover, content formats to utilize, and how you’ll approach your subject matter.
  • Perform a competitive analysis. Take a close look at what your competitors are doing. Auditing and analyzing the content created in your market can be a valuable part of informing your strategy and content marketing process. The idea is to create a plan to differentiate your content.
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