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Finally someone provides benchmarks research on display banner performance again (after DoubleClick stopped it ages ago), thanks Eyeblaster!
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Interesting research study from Silverpop on measuring viral sharing of email content in select social networks.
Key insights from the study include
- Most companies include four to five different sharing links
- The life of a shared message is about one week
- Just including sharing links isn't enough, content is key
- This is supported by inconsistent click-through rates
- Facebook dominates among the social networks
- View rates are still low but expected to grow with social media
- Over 20% increase in reach due to social sharing
Interesting is also, that the main social networks (i.e. Facebook, MySpace, Twitter) that are most often included in emails are not necessarily the ones attracting the most clicks on sharing links (see graph below).
Download the original research study here
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According to the report email gained in popularity for marketing messages but Internet users reported using it less for their own written communications, the biggest increase here happened in social networks.Read the original article here or download the full report from ExactTarget
http://www.emarketer.com/Article.aspx?R=1007330
http://pages.exacttarget.com/channel_bundle_home
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Interesting stats from ATG on click-to-call vs. click-to-chat performance by industry and scenario. Clearly, human interaction is still key in many situations no matter how streamlined your online shopping processes are.
Please contact Chris on cbartens@datalicious.com if you're struggling to track the effectiveness of your call center and chat programs or would like to know more about how to attribute phone sales back to online campaigns. It's not rocket science and doesn't have to cost the world. Download the full ATG eMarketer white paper "Optimizing the eCommerce Experience" here
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The YouTube audience is large and diverse: Includes all the family: 14-17 year olds only make up 7% of Australian YouTube users (18-29 = 32%, 30-39 = 20%, 40-49 = 18%, 50-59 = 13% and 60+ = 10%). Are workers, students, stay-at-home mums and retirees: 57% are working, 19% are stay at home, and only 15% are studying. Encompasses all life stages: 55% are married, 35% are single and 9% are divorced. Are not just techies and nerds: 61% of YouTube users are not tech-savvy.
Read more results of the Google survey here:
http://www.techmarketer.com.au/youtube/
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The top 0.1% of observed Twitter users climbed 275% in Twitter followers between March and June, while the top 1% increased only 146% in comparison, and the top 10% gained only 126%. Even when analyzing the median followers, the stats paint a clear picture: the top 0.1%, 1% and 10% of researched Twitter users saw their follower base grow by 78%, 65% and 59% respectively.
The research is really no surprise, the more followers you have the faster your follower numbers grow, on Twitter and in real life. However, how could one speed up the growth? Will we soon see people driving paid search traffic to their Twitter profiles?
http://www.techcrunch.com/2009/09/03/as-twitter-continues-to-grow-popular-users-widen-the-gap/
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The debate is still out on Twitter’s effectiveness as a marketing tool, but new data from Penn State plays right into the company’s move to fully open users’ status updates to advertisers. Companies are already getting targeted, free advertising on Twitter, as the research found that 20 percent of all tweets—or one out of every five updates—mention specific brand names or products. (See recent tweets mentioning Sprint or Trader Joes, for example).
As for the value of these branded tweets, it seems that there’s room to glean qualitative analysis about brand perception and affinity from them, at least. Jansen said micro-blogging could ultimately be on par with e-mail “in terms of its communication impact” for advertisers; the research team will continue to study Twitter and its impact on the business sector in order to form more concrete conclusions.
http://paidcontent.org/article/419-1-out-of-5-tweets-mention-brands-products/
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Forrester published a great research report on multi-channel media attribution a while ago which I use all the time to explain this concept to clients so I can only recommend you buy the original report or find a colleague who has a copy.
Ask yourself what platform as well as business rules and metrics your business will use to populate the below chart. How will you deal with organic channels such as organic search and referrals? What a about non-digital channels, could they be included in the model? What could the results be broken down by? Customer vs. prospect? Stages of the purchase funnel? Product categories? To purchase the original research study follow the below link.
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Interesting research report about Twitter usage and demographics.
Original post
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