Tag Archive | "stats"

SearchCap: Google News update coming, local features & Search Console stats

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SearchCap: AMP stats, AdWords & Salesforce & local SEO

Below is what happened in search today, as reported on Search Engine Land and from other places across the web.

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SearchCap: Google assistant, AMP stats & Firebase app indexing

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16 Stats That Explain Why Adaptive Content Matters Right Now

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Big data. Content. Growth hacking. Pivot. Engagement. A few words and phrases that make us want to stick a fork in our eye each time we hear them. Or stick a fork in the eye of the person using the words.

We all hate buzzwords, but it’s hard to get away from them. A phrase sticks and soon a parade that rivals Macy’s is trailing behind it. That popularity begets even more popularity, and, well after the phrase has worn out its original meaning, everyone is using the damn word.

Thing is: behind each buzzword is a meaningful truth. And quite possibly, a trend worth joining. For instance, anyone who jumped on the big data or content bandwagon did not miss out. In fact, they were rewarded.

And I’m going to make a similar statement about the buzzword for 2015: adaptive content. Pay attention.

Adaptive content 101

Some of you might recall the phrase “adaptive content” from the last episode of The Lede podcast. And some of you might recall the difficulty we had defining the phrase. The definitions we shared span a spectrum of ideas.

Garrett Moon from CoSchedule described adaptive content as the idea of creating once, then publishing everywhere, which was at one time NPR’s official content policy (see COPE).

This is a concept we use here at Copyblogger, and we’ve talked about this before with the asset pillar, especially with infographics. That definition is useful, but it’s just a start.

Dig further into the research (what little of it there is) and you’ll probably think to yourself: “This is nothing more than sophisticated personalization.” You know, the email newsletter you get every day that begins, “Dear [your first name]” or Amazon’s recommendation engine.

While this is true about adaptive content, these examples are all rule-based. We tell our machines, “Okay, if he does X followed by Y, then we think he’ll appreciate Z.” Marketers and search engines both want to guess the user intent.

Very primitive. Very clunky. We should be able to do better.

Our hope with adaptive content is to tailor content to a customer’s experience, behavior, and desires. Like a custom-built mold.

In essence, adaptive content is a culmination of everything we’ve been talking about — experience maps, storyboarding, empathy maps — and what we’ve been saying for so long about creating an experience.

Adaptive content merges all these disciplines under one roof.

It’s almost like choosing your own adventure

I’ve got two examples for you. Let’s start with a simple one.

Mars Cyrillo, product and marketing VP at CI&T, pointed to the experience of buying an airline ticket. Normally we’ll go directly to the airline’s website, find the best flight, and then go to Expedia to buy the ticket.

Instead, Mars explains, adaptive content would be American Airlines recognizing that people behave this way, and then delivering an incentive or specific content that would keep visitors on their site.

This could be as routine as a pop-up offering car rentals or hotel rooms at a reduced rate exclusive to the American Airlines website. It just depends on how much American Airlines knows about its customers.

Noz Urbina wrote about another great example on Content Marketing Institute. He describes a wine-tasting adventure with his partner where the winery provided tablets at the table during the event, but that was it.

Fun, but pointless.

For starters, Noz said they could have:

  • Allowed check-ins by social media (which should’ve been a no-brainer).
  • Displayed a personalized welcome screen.
  • Suggested wine lists and accompaniments like cheeses or crackers.
  • Adapted the micro-copy and tone of the website based on his visit.

But the winery missed the mark, especially this mind-blowing opportunity:

What they should have done was display a personal welcome screen on the tablet that they gave, and allowed people to add items to the shopping cart that would then add to their final bill so that when they went to the cash register, they paid for what they drank there.

That would’ve been adaptive content in action.

And the reason this is so important: We all come to expect this kind of service (just like Noz did). Whether it’s at the gas pump, the golf course, massage parlor, movie theater, or in our living rooms and offices, we all believe that our experiences should be more interactive.

Why? Smartphones.

Some seductive stats

This overly attached love affair with smartphones has been building all along — and is not going away any time soon. Witness:

  1. About 13 percent of Internet traffic comes from global mobile users. In 2009, that number was just one percent. What contributed to this rise in mobile use? Shopping.
  2. Seventy-seven percent of mobile users use search engines and social sites on their phones.
  3. According to a Google Smartphone User study, “88 percent of those who look for local information on their smartphones take action within a day.” Read: smartphone users are highly-motived buyers.
  4. More importantly, nine out of 10 searches on a mobile device end in an action: reservation, purchase, appointment, download.
  5. Commerce success begins with a superb mobile experience. A Compuware study suggested that if you deliver a bad mobile experience, then more than half of those users will not recommend you — and probably recommend the competition instead.
  6. According to Google search data, one-third of all CPG (consumer packaged goods) searches now originate from smartphones. This trend will only continue to rise since, as Google wrote in a 2011 paper called Zero Moment of Truth, “Search is always accessible — from anywhere, on any device and at any given time.”
  7. Deloitte Consulting confirmed the power of smartphones over commerce in a 2013 paper that demonstrated the devices influenced $ 159 billion of U.S. retail sales in 2012.
  8. But what it comes down to is the merging of the offline and online world as McKinsey stated: “According to published reports, 48 percent of U.S. consumers believe companies need to do a better job of integrating their online and offline experiences.”
  9. Fifty-four percent of U.S. consumers want in-store digital, mobile touch points.
  10. Often the buying phase starts long before the purchase. Eighty-eight percent of consumers research (and these days, the research could start on a mobile phone, laptop, tablet, watch, or pair of glasses) before they buy, consulting an average of 10.4 sources.
  11. Online research efforts often involve visiting online reviews, ratings, and recommendations, which according to Prestige Marketing leads to 105 percent higher conversion rates. Are you taking advantage of ratings and reviews?
  12. Showrooming — when consumers use their phones to comparison shop in stores — is no longer a threat to brick-and-mortars and reverse showrooming — when consumers go online to research products but then head to brick-and-mortar stores to complete their purchases — is actually on the rise (69 percent), creating an opportunity for forward-thinking businesses to capture more sales.

In other words, smartphones rule the commerce roost. In addition, opportunities for creating personalized experiences through adaptive content are abound, as these further studies suggest:

  1. 56 percent of U.S. consumers are happy to buy from a retailer that offers a good (not even great, mind you) personalized experience. (Registration required to view study.)
  2. In this 2012 Consumer Search report, 65 percent of respondents said they look to friends, family, and social media for gift-giving ideas. Interestingly enough, 64 percent also said they look to companies to provide that sort of inspiration.
  3. Companies seem to recognize this desire because 94 percent of them say personalization is critical to their success.
  4. And it’s been long known that personalized e-commerce sites can increase conversions by 70 percent.

So the question is: Are you inspiring your customers with this type of personalized experience?

The challenges that lie ahead

Let me highlight some keywords from this data dump: search, website, mobile, personalization, and engagement. These are the key concepts behind adaptive content, which leads me to think the new environment we are in is less about content and more about experience.

As Jerod said in our conversation on The Lede, “It serves up almost a customized experience for them that is different from what another person gets. Each experience is individualized to have maximum impact.”

Of course, experience is built on content.

But adaptive content presents at least two challenges for a marketer:

  1. Implementing the technology.
  2. Creating the content.

The technology is not easy to figure out and will vary depending on each business’s individual needs. That disadvantage, though, is the perfect opportunity for companies to say, “How can we make software solutions to make adaptive content easier?”

The other challenge is finding the resources to create the content. If you have six customer avatars, then you have six different paths, and each of those paths break off two, three, or four different times. You’ve got a lot of content to create.

No problem if there were 48 hours in a day.

So, with those challenges and some unanswered questions before us, in 2015 we will be diving into the deep end of the adaptive content pool. Our hope is to provide answers and solutions for these challenges so we can all be on the right side of cutting-edge marketing and emerging technology.

Welcome to 2015, and stay tuned.

Adaptive content in action

Have you seen businesses successfully employ adaptive content?

Or have you observed missed opportunities for businesses to use adaptive content? What could the companies have done differently?

How can adaptive content help your business create a superior customer experience?

Let’s continue the discussion over on LinkedIn …

Image by Jeff Sheldon via Unsplash.

About the author

Demian Farnworth

Demian Farnworth is Copyblogger Media’s Chief Copywriter. Follow him on Twitter or Google+.

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20 Stats That Explain Why Marketers Still Struggle to Measure Social Media ROI [Data]

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When it comes to social media, many marketers are still figuring things out as they go. This is especially true in terms of justifying their investment of time and money into social media marketing efforts.

But LinkedIn launched 9 years ago. We’ve had 8 years to get to know Facebook, and 6 to wrap our heads around Twitter. So why are so many of us still struggling to report on the value of social media? For quite a few reasons, it turns out. We’ve compiled data from a handful of different recent studies to break apart this question and zero-in on the key challenges social media marketers are struggling overcome. Let’s dive in.

Marketers’ Social Media Usage & Measurement

1) 84% of B2B marketers use social media in some form. (Source: Aberdeen) Tweet This Stat

2) The majority of marketers (59%) are using social media for 6 hours or more each week. (Source: Social Media Examiner) Tweet This Stat

3) 83% of marketers indicate that social media is important for their business. (Source: Social Media Examiner) Tweet This Stat

4) 53% of social media marketers don’t measure their success. (Source: Awareness, Inc.Tweet This Stat

5) 52% of marketers cite difficulties in accurately measuring ROI as their biggest source of frustration in social marketing. (Source: Adobe) Tweet This Stat

6) 96% measure number of fans and followers, 89% measure traffic, 84% measure mentions, 55% track share of voice, and 51% track sentiment. (Source: Awareness, Inc.) Tweet This Stat

What These Stats Say About the Struggle to Measure Social Media ROI

For one thing, they say that marketers are scrappy. We’ll use any tool within reach to assess our effectiveness and help us move from a gut feeling to a proven method. But the reason fan, follower, and traffic volume are at the top of the list has far more to do with ease of measurement than with priority. Social media channels come equipped with a handful of useful metrics to measure reach and engagement, but what’s missing is something that ties that activity to a marketer’s core business and bottom line. We’ve identified three core reasons why this is the case:

Reason #1: Lack of an Integrated System

7) By 2013, lead management campaigns integrating 4 or more digital channels are expected to outperform single- or dual-channel campaigns by 300%. (Source: Gartner) Tweet This Stat

8) 60% of businesses do not have an integrated social media strategy. (Source: SatmetrixTweet This Stat

9) 50% see the need for tighter integration between social and the rest of marketing and 35% see the need for better integration between marketing and the rest of the business. (Source: Awareness, Inc.) Tweet This Stat

10) 56% of companies struggle to efficiently capture and analyze information from multiple social media channels. (Source: Gleanster) Tweet This Stat

11) 54% of marketers said the leading difficulty in measuring social media ROI is the inability to tie social media to actual business results. (Source: Awareness, Inc.) Tweet This Stat

12) When asked why they struggle to tie social media to business results, 54% of respondents said it’s hard to analyze unstructured social media data. (Source: Awareness, Inc.) Tweet This Stat

13) When asked why they struggle to tie social media to business results, 50% of respondents said it’s hard to integrate disparate social media data resources. (Source: Awareness, Inc.) Tweet This Stat

What These Stats Say About the Struggle to Measure Social Media ROI

There is tremendous potential in connecting social media data to your overall marketing analytics and relationship management software. And yet, according to multiple reports we found, integrating social media — particularly social media data — into an overall marketing strategy is among the toughest challenges out there. A lot of this is because social media tools tend to be isolated from the rest of marketing tools.

This underscores a much larger problem in the marketing field. As new channels have emerged and become more dominant, marketers have adopted a collection of different tools to manage them. You have an email service provider for email marketing. A social media tool for social. And website analytics for all that happens on your site. But the true story of your customer experience and your marketing strategy exists in the intersections between these channels. Without sharing data between the tools, marketers get a fragmented view of their marketing.

The good news is, now that the problem is clear, a number of software platforms are moving to solve it. HubSpot now integrates all of your marketing data in one place. HootSuite has been moving to integrate with multiple analytics providers. And piece by piece, other tools are starting to connect through API integrations.

Reason #2: Lack of Agreement on Purpose and Goals

14) The Social Media Examiner found that respondents most often saw the key business benefits of social media marketing to be increasing exposure and traffic to their site. Tweet This Stat

15) Awareness, Inc., on the other hand, found that 78% of respondents listed “better customer engagement” as their top goal. Tweet This Stat

What These Stats Say About the Struggle to Measure Social Media ROI

Another reason some marketers struggle with measuring social media ROI is the lack of certainty around goals. We find that when we ask marketers about their goals for social media, their answers range broadly. Sometimes marketers focus on qualitative goals like engagement or brand affinity. Other times, they align closely with what they can definitively measure like follower count or traffic. The challenge, however, is that too often social media goals reflect the core functionality of the channel rather than the core needs of the business. 

Reason #3: Difficulty Interpreting First Touch vs. Last Touch Attribution Data

16) Last-click attribution is the most common measurement model used by marketers to evaluate social media results. (Source: Adobe) Tweet This Stat

17) Adobe found that using first-click attribution instead of last click resulted in social media ROI data that was nearly twice as high (88%). (Source: Adobe Digital Index) Tweet This Stat

What These Stats Say About the Struggle to Measure Social Media ROI

It’s called last-click attribution because conversions are measured based on the most recent channel that brought a visitor in before they converted. Think of it like giving your most recent date credit for leading to your wedding engagement rather than your first date. The problem with measuring social media through last-click attribution is that social channels tend to engage people at the top of the sales funnel rather than right before they buy. Even for marketers who manage to integrate their social media channels into their overall revenue and customer acquisition analytics, there are still decisions to be made about how to interpret that data.  

Some Good News in Social Media ROI

18) In the next 5 years, marketers expect to spend 19.5% of their budgets on social media, almost three times more than the current level. (Source: The CMO Survey) Tweet This Stat

19) Fewer than 30% of large organizations will block social media in 2014, vs. 50% in 2010. (Source: Gartner) Tweet This Stat

20) According to a survey of 700 marketers, 75% intended to increase social media spending this year. (Source: WildfireTweet This Stat

What These Stats Say About the Struggle to Measure Social Media ROI

Social media began for many as a nights-and-weekends project. Without years of historical evidence as to its effectiveness, many companies were slow to dedicate budget to it beyond just a little bit of staff time. The good news is, research is beginning to show a gradual reversal of that position.

Despite the current challenges to measuring social media ROI, there is some meaningful movement in the space. All-in-one software platforms and analytics integrations are making a single view of marketing data more possible, and investments in social media measurement seem to be on the rise.   

What about you? What are your key ROI goals for social media and what, if any, limitations are standing in your way to achieve and measure them?

Image Credit: Zach Klein




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12 Revealing Marketing Stats About Facebook for Business

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Were you one of those people back in 2008 who looked at your Facebook profile and thought … “I see some real potential here for business owners.”

No?

That’s cool. Well, how do you feel about the idea now? Is Facebook as a marketing mechanism ridiculous, a no-brainer, or somewhere in between?

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21 Captivating Social Media Stats: How People Interact With Brands [INFOGRAPHIC]

Inbound marketers understand the value of maintaining a presence on social media sites as a way to connect with prospects and customers and generate new business leads. But how exactly do people interact with brands in social media? On which social sites do they tend to be more interactive with businesses, and how do they prefer to engage?

ATYM Market Research put together an awesome infographic based on its research into how internet users interact with brands on social media sites like Facebook and Twitter, and they came up with some pretty captivating statistics. Check out the infographic, and feel free to tweet your favorite stats below!

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21 Captivating Social Media Stats About How People Interact With Brands

1) 85% of internet users have Facebook accounts; 49% are on Twitter. (Tweet This Stat!)

2) 74% of internet users use Facebook daily; 35% use Twitter daily. (Tweet This Stat!)

3) 57% of internet users have more than 100 friends on Facebook; 25% have 100+ followers on Twitter. (Tweet This Stat!)

4) 19% of people follow a brand on Twitter. (Tweet This Stat!)

5) 39% of people have tweeted about a brand on Twitter. (Tweet This Stat!)

6) 29% of people have retweeted about a brand on Twitter. (Tweet This Stat!)

7) 58% of Facebook users have liked a brand on Facebook. (Tweet This Stat!)

8) 42% of people have mentioned a brand in a Facebook status update. (Tweet This Stat!)

9) 41% of people have shared a link, video, or story about a brand on Facebook. (Tweet This Stat!)

10) 50% more people say their brand mentions in Facebook status updates are only positive (versus negative or mixed). (Tweet This Stat!)

11) Almost twice as many users say their brand tweets are only positive (versus negative or mixed). (Tweet This Stat!)

12) Females are much kinder to brands on Twitter than males. (Tweet This Stat!)

13) 66% of Facebook users who have liked a brand have 100+ friends. (Tweet This Stat!)

14) 84% of Facebook users who have liked a brand are active on Facebook daily. (Tweet This Stat!)

15) 59% of Facebook users who have liked a brand have mentioned a brand in a status update. (Tweet This Stat!)

16) 57% of Facebook users who have liked a brand have shared a link/video about a brand. (Tweet This Stat!)

17) 80% of people prefer to get coupons, promos, and discounts from brands in social media. (Tweet This Stat!)

18) 8% of people prefer to get brand news in social media. (Tweet This Stat!)

19) 5% of people prefer to get answers to Qs and 5% prefer how-tos from brands in social media. (Tweet This Stat!)

20) 32% of people prefer updates from brands in the form of short social media updates. (Tweet This Stat!)

21) 27% of people prefer updates from brands in the form of email messages. (Tweet This Stat!)

Which social media statistic did you find most compelling?

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25 Jaw-Dropping Marketing Automation Stats [Data]

goldfishMarketing automation is a hot topic among marketers these days, and even though we believe in the power (for both good and evil) of marketing automation, there are still some people that are a little squeamish about the concept.

So we’ve compiled some super cool stats and data to help paint the picture of what’s going on in the marketing automation industry, illustrate the key challenges marketers are facing, and show how marketing automation has helped address those problems. See if your business can identify with any of these jaw-dropping marketing automation stats.

The Marketing Automation Industry

1.) The B2B marketing automation industry will reach $ 325 million in revenue by the end of 2011. This is a more than 50% increase over 2010, which had also doubled in revenue from the year before. (Source: Raab Associates) Tweet This!

2.) The adoption of marketing automation technology is expected to increase by 50% by 2015. (Source: Sirius Decisions) Tweet This!

3.) Marketing automation has seen the fastest growth of any CRM-related segment in the last 5 years. (Source: Focus Research) Tweet This!

4.) By 2020, customers will manage 85% of their relationship without talking to a human. (Source: Gartner Research) Tweet This!

5.) 50% of respondents to a 2011 Focus survey stated they have not realized the full value of their marketing automation investment, and less than 25% use their platforms to their full potential. Tweet This!

Marketing Automation Challenges

6.) 50% of qualified leads are not ready to purchase immediately. (Source: Gleanster) Tweet This!

7.) The average sales cycle has increased 22% over the past 5 years due to more decision makers being involved in the buying process. (Source: Sirius Decisions) Tweet This!

8.) Nearly 2/3 of B2B marketers identified engaging key decision makers as their top challenge. (Source: Forrester Research) Tweet This!

9.) 47% of B2B marketers say they either close fewer than 4% of all marketing-generated leads, or they don’t even know this metric. (Source: Forrester Research) Tweet This!

10.) 89% of marketers said email was their primary channel for lead generation. (Source: Forrester Research) Tweet This!

11.) With a delivery rate of just 75%, achieving strong inbox placement remains a challenge in the B2B sector. (Source: Return Path) Tweet This!

12.) Only 33% of companies who use both CRM and marketing automation said the two integrated well. (Source: The Experts Bench) Tweet This!

13.) 64% of CMOs have either an informal or no process to manage their marketing automation. (Source: The Annuitas Group) Tweet This!

marketing automation rocksWhy Marketing Automation Rocks!

14.) Companies that excel at lead nurturing generate 50% more sales ready leads at 33% lower cost. (Source: Forrester Research) Tweet This!

15.) Businesses that use marketing automation to nurture prospects experience a 451% increase in qualified leads. (Source: The Annuitas Group) Tweet This!

16.) Nurtured leads make 47% larger purchases than non-nurtured leads. (Source: The Annuitas Group) Tweet This!

17.) Companies that automate lead management see a 10% or greater increase in revenue in 6-9 months. (Source: Gartner Research) Tweet This!

18.) 46% of marketers with mature lead management processes have sales teams that follow up on more than 75% of marketing-generated leads. (Source: Forrester Research) Tweet This!

19.) 25% of marketers who adopt mature lead management processes report that sales teams contact prospects within one day. Only 10% of marketers report the same follow-up time without mature lead management processes. (Source: Forrester Research) Tweet This!

20.) Companies with mature lead generation and management practices have a 9.3% higher sales quote achievement rate. (Source: CSO Insights) Tweet This!

21.) Relevant emails drive 18 times more revenue than broadcast emails. (Source: Jupiter Research) Tweet This!

22.) Personalized emails improve click-through rates by 14%, and conversion rates by 10%. (Source: Aberdeen Group) Tweet This!

23.) Gartner estimates a 15% savings on creative production with marketing automation. Tweet This!

24.) Gartner estimates a 5% reduction in marketing waste through automating fulfillment. Tweet This!

25.) Event-triggered marketing can potentially save 80% of your direct mail budget. (Source: Gartner Research) Tweet This!

If you’re grappling with making the marketing automation leap or trying to make the case to your boss, these stats should help give you some context around the world of marketing automation.

Have you ventured into the world of marketing automation? What kind of gains have you seen from your efforts?

Image credit: Benson Kua, veganstraightedge

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Email Deliverability: Global stats show North America leads — but we have work to do

Last week, we had the pleasure of co-presenting a webinar on email deliverability with Tom Sather, Director of Professional Services at Return Path, the webinar’s sponsor. Sather noted the average inbox placement rate (the percentage of emails sent that make it to the inbox) is somewhat low across the globe. As you can see from the webinar slide below, emails in North America fared a little better in the study.
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