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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.

Nielsen competitor ComScore is trying hard to create a product that will loosen Nielsen's grip on TV ratings, but that's a nearly impossible task. The question is less whether Nielsen's TV ratings will go away than whether traditional linear cable agreements will eventually go away and Nielsen's ratings system will become obsolete

There's just too much that's too similar on TV, and the wars of attrition with cable operators mean all packages just aren't going to contain all channels anymore. They can't afford to.

Third parties like Acxiom and Experian have an incredible amount of information, and the CEO of Acxiom told us consumers should have to pay to prevent their financial data from circulating among anybody who wants to buy it, basically like getting an upgrade on an airline.

“The days of the big bang campaign are gone. We don’t have time to spend months baking ideas and putting a big bang into market.” Article Highlights: The way we think about and execute marketing is in flux. Agile for Marketing (A4M) empowers organizations to be more responsive to the market.Now is the time to create a new competitive advantage through innovation and responsiveness.

CMOs adopting A4M have an unprecedented ability to tackle corporate and market realities with ease, speed, and intelligence. And our research shows that translates into stronger business performance and higher employee satisfaction.

agile firms grow revenue 37 percent faster and generate 30 percent higher profits than nonagile organizations.

Twitter shows you everything posted by those you follow: news, thoughts from friends, pictures and more. You dip in and out as you like. But similar to live TV, when you turn it off — when you’re not actively watching Twitter — then you’re missing everything. Those 10 or 100 or 1,000 accounts you follow? Even though Twitter shows you everything from them, unlike Facebook, you’ll largely miss whatever they do if you’re not watching Twitter constantly.

That 5% engagement rate sounds pretty good, but it’s based only on the 7,195 people who actually saw my tweet. What’s the engagement rate for my overall audience of 390,000? That’s 0.1%, rounded up from 0.0923%.

Tweet & Tweet Again To Reach 30% Of Your Audience Twitter’s own post suggests that high visibility isn’t common. Consider this from it wrote today: We saw that brands that tweet two to three times per day can typically reach an audience size that’s equal to 30% of their follower base during a given week. This indicates that Tweet consistency is a key factor when it comes to maximizing your organic reach on Twitter.

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.

traditional media brands have struggled to understand the difference between a reality star, an Instagram influencer, a sports personality and a creator or entertainer. This, he said, is a state of play that means a former Love Island contestant has become the shorthand for what constitutes an influencer in media coverage.

“There’s a lot of exciting work being done around augmented reality,” an Instagram spokesperson said when asked about the app copying Snapchat’s face filters. “We’ve heard from our community that they want more creative ways to share everyday moments and engage with friends. With face filters, they have more tools than ever at their fingertips, and all in one place.” While that dodges the question a bit, the last part is revealing. Instagram wants to be the one-stop shop for visual communication

Instagram’s spin on Snapchat’s selfie masks is designed to make them simple and less wacky so they appeal to users beyond teens

Arjoon said the move aims to use community engagement to bolster its influencer marketing.  And General Mills will continue to work with higher profile influencers on larger brands like Häagen-Dazs, said Bose. In general, working with advocates and influencers of varying profile has real cost efficiencies. Despite the challenges of working with influencers—from lack of authenticity to dramatic price increases—they are generally able to produce content more cost-effectively than agencies. So much so that Bose said General Mills would continue to pay influencers to promote its brands as part of a wider increase in spending on digital media. Last year, the advertiser spend up to a third of the digital budget for some of its brands on influencer marketing. Bose declined to reveal how much the advertiser spent.

The realities of the global pandemic have shown us that we’ve probably gone a little too far when it comes to the over aspirational inspirational, picture-perfect content produced by influencers,”

the advertiser is working with peer-to-peer software marketing platform Zyper to build communities of superfans to promote its Betty Crocker and Fibre One products