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According to ReputationChanger.com, reviews posted to online review sites, such as Yelp.com or TripAdvisor, are deeply influential to consumer behavior. To illustrate this point, the company points to a revelatory new survey, posted by MarketingProfs. The study reveals that online ratings and reviews have a huge impact on consumer purchases, both online and in-store.

we looked at four post types: link posts, video posts, photo posts and status updates. When paid media is applied to an organic post, it can significantly increase Facebook metrics – from impressions (obviously), to conversions – so we removed all posts with paid impressions from the analysis. For both time periods, we took the total reach for each post type and divided it by the total post count for that post type to get the average reach per post type for the given time frame.

As expected, the average reach per post on status updates decreased after the algorithm change. Significantly.

Photo and video posts had no discernible change in reach after the algorithm change as we would expect. This is good news for marketers who already regularly integrate rich media into their post strategies as it is well documented that images and video generate greater fan engagement – and from this research, it looks clear that they will continue to do so.

Katie Hooper, managing director and vice president of strategy at HZDG, agreed: "As soon as you say you're changing your loyalty program, an instant skepticism emerges. When you make the reward harder to realize, it feels like something that's just helping the companies improve their revenue streams. We recommend telling customers how this is going to improve their daily life. Before, Starbucks was doing it really well by rewarding them based on frequency. It said they valued the customer no matter what."

Changes such as these actually could make your loyal customers less loyal, said Susan Cantor, president of Red Peak Branding: "It erodes good will. If you make a change, it needs to be more in line with previous customer expectations."

The class action suit, meanwhile, alleges that rather than accepting internal proposals to fix the accuracy problems of “potential reach”, Facebook instead “developed talking points to deflect from the truth”. The tech giant did announce some changes to the ad tool in March 2019 — when it said an advertiser’s campaign’s estimated potential reach “is now based on how many people have been shown an ad on a Facebook Product in the past 30 days who match your desired audience and placement criteria” (versus the estimates being previously based on “people who were active users in the past 30 days”). But the litigants argue that the changes to the tool which displays an estimate to advertisers as they are beginning to create a campaign — and therefore when they’re deciding/considering whether/how much money to spend with Facebook — do not fully fix the issue of the metric not corresponding to the potential audience of people who could see the ad on Facebook.

Google’s controversial encrypted-search feature has had a chilling effect on B2B publishers’ ability to track organic search referral terms,

Encrypted search queries, which are enabled when a user signs into a Google account, now account for almost 40% of referring traffic data to B2B sites

“Eventually you’re not going to be able to measure SEO performance by keyword or understand the impact of organic search on your website traffic, engagement or conversions.”

The Facebook news feed algorithm appears to be calculated both per fan and per type of post. That means a person might see Coca-Cola’s photo posts, but not the company’s link posts. There are six post types: a text-only status update, a photo, a link, a video, a platform post, and a question. The first four are the most commonly used.

After some research, its clear that a Facebook page gets more fan engagement from photos than links, statuses, or videos. In fact, photos get as much as twenty times more engagement.

My experiments show that you can get a good amount of clicks on links above photos.

"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."

while lots of marketers spend lots of money on Facebook today, relatively few find success. In August, Forrester surveyed 395 marketers and eBusiness executives at large companies across the US, Canada and the UK — and these executives told us that Facebook creates less business value than any other digital marketing opportunity.

ompany focuses too little on the thing marketers want most: driving genuine engagement between companies and their customers. Your sales materials tease marketers with the promise that you’ll help them create such connections. But in reality, you rarely do. Everyone who clicks the like button on a brand’s Facebook page volunteers to receive that brand’s messages — but on average, you only show each brand’s posts to 16% of its fans.

company isn’t good enough at the pure advertising business onto which you’ve shifted your focus. We estimate your site now delivers tens of billions of display ads every day. But fewer than 15% of those ads leverage your ever-growing cache of social data to target relevant audiences. And your site’s static-image ad units offer marketers less impact per impression than they could achieve with the ad units other sites offer.

Before Twitter updated its lists feature last week, users could create only 20 lists with 500 accounts in each; now, they can create 1,000 lists with 5,000 accounts in each. The update impacts the role Twitter plays as an international news source by enabling journalists to be even more organized and save time as they gather, report and share news and information.

f you don’t already have lists (and even if you do), remember that your lists should reflect how you use Twitter, not how anyone else does. Tailor your lists to your needs.

As of this writing, I have more than 130 Twitter lists. And, no, that’s not too many — not if you keep them organized and find them useful. Here’s a link to my list of lists. I’m still moving accounts from old combination lists to many new lists. And I’m still creating more.

CTR by itself is a poor indicator of ad performance and may be “completely unrelated, or even negatively correlated, to the other measures capturing metrics such as calls, directions and store visits” As mobile display campaigns are optimized for CTR, it negatively impacts secondary actions such as calls and directions Lower CTRs were often associated with the highest offline in-store visitation rates

if marketers and brands are relying exclusively on CTR they’re not getting an accurate picture of which ads actually deliver true engagement and are “working.” In addition the risk of inadvertent clicks (the “fat finger” problem) is relatively high, casting further doubt on CTR.

Your ad campaign: digital ad fraud artificially drives up your campaign's audiences by 5% to 50%.Your money: if you advertise on digital, your company and others are collectively expected to be cheated out of more than $6 billion this year in 2015.The sites you buy: fraud impacts a wide variety of areas on the internet, including major sites such as Google, Facebook, Amazon, and others.Your units: all types of advertising are affected, such as digital video and display.The way you buy: programmatic can be problematic, even when inventory is obtained from trusted sources. 

A study by Weber Shandwick backs up this observation: About two-thirds of customers say their perception of a CEO directly impacts their perception of the company.

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.

86 percent of marketers say they will own the end-to-end customer experience by 2020. To accomplish this, the report found that marketing leaders must have a single view of the customer that allows them to engage in two-way, personalized conversations across technologies, locations, and physical objects.

Marketing complexity is growing: More than half of respondents believe the accelerating pace of technological change, mobile lifestyles, and an explosion of potential marketing channels via the Internet of Things (IoT) will change the field the most by 2020. This is driven by the billions of possible interactions these channels will create between a company and its customers.

The top marketing channels are those that can be personalized: The top channels to the customer in 2020 will be social media (63% of respondents), the World Wide Web (53%), mobile apps (47%), and mobile web (46%).

The primary reason we’ve seen our best open rate climb ever upwards has been an ever-increasing focus on list hygiene.

It’s natural that curiosity-based subject lines would become more powerful as the inbox gets more crowded.

Scarcity, on the other hand, is a powerful tool but is best used conservatively as its impact diminishes the more it’s put into play. And while scarcity is a great driver of sales, it is often less effective at driving your overall open rate up.

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.