Years back in the world of advertising and marketing, the popular saying was only 50 % of the advertising campaign has been converted. But which 50 % did convert, well that’s a bouncer?
In the modern world of digital and social media marketing online marketers are trying their best to eliminate the guesswork and get the whole value for every dollar spent for advertising. In online marketing you cannot always expect the value for money to stretch full distance and get a return of 100 %. To get complete measure of the target audience, advertisers will need transparent data and there is always a frenzy to get that exact number. As Nestlé’s global head of digital marketing says,“A marketers will need to get digital measurements, get the conversion analysis, Search Analytics and other behavior pattern” to carry out a successful and effective digital campaign. With such detail for data it’s not surprising that measurement and tracking companies like comScore, Nielsen and others are in great demand.
Studying E-Commerce and buying behaviour of users online has entered new heights and just when people started believing that web analytics can solve the measurement issue comes another phenomenon, creating a new pattern to be decoded. And currently there is a frenzy of marketers trying to dive into the social media to get to the bottom of the social media mystery and to unravel what’s happening in social media.
According to surveys by comScore and Nielsen, social media has been greatly influencing a lot of activities online and nearly one in 6 minutes spent online is on social networks. In today’s world nearly 9 of 10 internet users visit social media, social networks and blogs. But what online marketers need is more than just number of clicks and time on sites etc. they are now looking for a pattern. Things has been changing and the social influence of a brand has gone beyond just acquire huge number of likes in Facebook or gaining 10k followers in Twitter.
It has become very essential for a marketer to look closely at the company level Fanpage, twitter pages and analyse the buzz levels which includes: how many posts has been generated on page, how many comments has been generated for the posts, how many conversations has been sparked, how many people are talking about the brand, sentiments expressed about the brand etc. According to a survey which is done by me here are the list of the most powerful social media brands in India and their ranking:
- Samsung Mobile Phone
- Ford India
- Maruti Suzuki
- Mahindra & Mahindra
- Volkswagen India
- Channel V
- Sony Ericsson
- Hyundai Motors
If you are taking a closer look at the survey list it is easy to understand why the telecommunication and auto companies are all over it. But Maggi and Nestle is an interesting choice, and when we dig deeper we can find that the people had an emotional bond towards these FMCG brands.
The actual excitement of a social media campaign lies beyond the numbers and always try to go above the Fanpage’ s. For example a major brand has over 18 million Facebook fan following but the actual unique visitors to the Fanpage is just 100,000. If users like your Fan page or profile in social space it doesn’t always mean that they connect with your brand, if your Fan page or twitter profile is not connecting with the users they will not come back for a later need. Also posting in a display ad based merely on the number of likes the page has will not get you guaranteed results. Nearly 30 % of the online display ads now go to Facebook in US, but the marketers will now need to also look into the number of unique visitor’s ratio as well and think about the upcoming strategies. Try to attract friends of your page fans as they have a higher percentage of converting to your website, offer contests/sweepstakes and coupons which can be shared etc.
Tracking mobile behavior and multimedia measurement has been facing a lot of demand lately, for example Nielsen’s mobile insights which had a panel size of 5000 under measurement, is focused on how smartphone users are using their devices. And how it works is simple, they download an application on your smartphone that is under test and it captures the details of things you do within your device.
Now coming up will be a trend of initiating a three-screen measurement and tracking system, which measures a user’s behavior on TV Screens, Mobile Phones, PC’s and then comparing these metrics will get the marketers get complete detail on reach frequency and demographics for a campaign. Well I guess the number games are on !!!
If you are looking for any questions on how Best to increase your Online Presence, Manage Your Online Reputation or on how to increase your website traffic, SEO or need help with anything of that matter. I can sure try helping you out. And don’t worry I am not looking out for financial benefits