OCT
25

Facebook ranks highest for buying influence

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Facebook was ranked as the most inspiring platform for a buying decision, according to a new study by ViSenze.

Pinterest and Instagram followed Facebook, taking the No. 2 and 3 spots, respectively. The report also found that consumers use social media frequently, with 44% of respondents using social media more than five times a day.

Moreover, this use is translating into purchases; the report found that one-third of purchases begin on social media each month.

Facebook's ranking is likely due to the demographics of its audience. It has the largest user base of any social media site in the world, with 2.05 billion active users, and engages with a wider age range than other platforms. It's also been rolling out new ways for brands to create engaging advertisements, such as its Collection ad format. And its efforts have been fruitful — 26% of people who clicked on a Facebook ad made a purchase in March this year.

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OCT
25

Five Ways Social Media Managers Can Gain a Competitive Edge

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Expert. Guru. Rock star. These are just some of the words used by social media practitioners to describe themselves. There's certainly nothing wrong with promoting your skills or tooting your own horn. We are, after all, in the marketing field. But many clients and employers view grandiose self-descriptions with skepticism.

When everyone describes themselves in the same way, how do clients know who's legitimate and who's just pretending? Yes, the experience you listed on your resume is certainly important. But what if you're going after an opportunity that 10 other equally-experienced candidates are vying for?

To create a competitive edge in the social media field, you have to take extra steps to prove you're better than your competitors. Here are five such steps.

1. Create Online Video Courses

If you have deep knowledge about a particular social channel or strategy, it's important to pass this knowledge on to others in your industry. And if you can teach an entire skill set, that's an ideal tactic for gaining competitiveness.

Yes, many social media practitioners maintain blogs and get published in outlets like Huffington Post. But such blog posts and articles rarely springboard their readers into whole new levels of success. This leaves a major gap that you can fill.

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OCT
24

Speed: A Prerequisite for Delighting Customers and Boosting Sales

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In the world of online commerce, we hear a lot about to how to sell more and earn more. We worry about website design, testimonials, product descriptions and great graphics. We stress about copywriting and customer security and the color of our “buy now” buttons. All of this is important, to be sure, and it all comes down to one thing: creating that elusive “delighted customer.” Yet customer delight isn’t always created on the customer side of the website. There’s one critical element to your customer’s experience that can be made – or broken – before they ever get to your site.

Does happiness matter in business?

Before we get into the technical side of customer delight, let’s talk about the real value of that delighted customer.

As Peter Drucker famously said, “The purpose of business is to create a customer and grow that customer.” So if we look at our marketing and customer acquisition efforts strategically, then the purpose your business should be to build a higher lifetime value (LTV) for your customers. The LTV is basically an estimate of how much you expect a given customer to spend with you over the months or years you do business together. The higher the LTV, the more money you make against the cost of acquiring that customer.

Kissmetrics has a great infographic that helps explain the variables that go into determining your customer LTV:

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OCT
21

Which Metrics Should Your Business Be Using To Measure Influencer Marketing?

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Compared to traditional forms of marketing, social media offers the ability to create incredibly targeted marketing campaigns while also measuring an array of metrics to determine which methods drive the greatest return on investment (ROI). The same is also true of influencer marketing. Even so, in order to ensure the greatest ROI, it is imperative to track and measure the right metrics. Below, we explore five metrics your business should be using to measure the success of your influencer marketing campaigns.In the past, it was often difficult to accurately measure marketing methods to determine which methods were driving the highest levels of traffic. Today, we have access to a wide array of online marketing methods, including social media and influencer marketing. In fact, a study conducted by SocialChorus found that an influencer marketer campaigns can drive up to 16 times the engagement of owned or paid media.

1. Total Investment

First and foremost, you need to determine how much you are actually investing in influencer marketing before figuring out how much of a return you are receiving on that investment. The cost of your investment could include a variety of expenses, including researching influencers and even setting up an influencer campaign. Other expenses might include the cost of providing free product samples to your influencer and your audience. In the event that you need to set up demos or test areas, you will also need to include those costs for your company to determine the overall investment cost of the influencer campaign.

2. Reach and Ratio

This could actually be two different metrics. It is important to understand the difference between these two metrics and their importance to the success of your campaign. One of the biggest challenges that many businesses encounter when setting up an influencer campaign is trying to differentiate influencers. Not all influencers are the same. More often than not, businesses make the mistake of focusing on the number of followers that an influencer has. While a high number of followers could be advantageous, it does not necessarily guarantee the results you want. For instance, suppose an influencer has a large following but that following is not engaged with the influencer. In this type of situation, the response your brand receives from your influencer campaign may not be as robust as you would like. By comparison, an influencer with a smaller but much more involved and interactive following could drive far better results. Due to these differences, it is important to make sure that you are focusing on the reactions that an influencer receives when sharing your marketing messages as the true gauge of the success of the campaign. If you need help in measuring this metric, a number of tools are available, including Traackr.

3. Sentiment

The main reason that an influencer campaign can be so successful is that it rests on the ability of the influencer to obtain buy-in from the audience. Consequently, it is vital that you measure the sentiment regarding your businesses marketing message.Through evaluating the way in which your brand is perceived by your target audience, you will be better positioned to identify areas that may not resonate as well with your target demographic and adjust your marketing message accordingly. Along the same lines, you can also see which messages receive the most favorable reaction, giving you the opportunity to increase awareness around that message the influencer is delivering.

4. Brand Effect

Of course, ultimately, you need to determine what effect the message had on your brand. As part of the process of measuring brand effect, you need to evaluate such metrics as the amount of traffic generated to your landing page or website, the number of times your product or brand was mentioned online, the number of new subscribers received, or the number of new followers or fans added on social networks.

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OCT
20

Researchers warn of new botnet that could take down the internet

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Security group Check Point Research claims to have discovered a rapidly growing and evolving botnet which they believe could eventually take down the internet. This botnet consists of millions of internet connected devices, better known as the Internet of Things. They have compared its strength to the now infamous Mirai botnet, but believe it will dwarf Mirai in its speed and growth.

This latest threat has been called the Reaper botnet and makes other attacks look childish. Mirai worked by infecting unsecured devices with default passwords to add them to the botnet. The Reaper works by actively hacking and infiltrating millions of devices around the globe. Wired described it as "the difference between checking for open doors and actively picking locks."

Original author: Spot

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