Facebook Says Clicks Are Irrelevant, Urges Focus on Reach and Frequency

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On a panel today at the IAB MIXX Conference during Advertising this week in New York, Facebook Director of Pricing and Measurement Brad Smallwood likened social media to the early days of TV which had no method of measurement until Arthur Nielsen introduced the rating point in 1950. He went on to argue that online marketers should focus on this system placing increased emphasis on reach and frequency rather than clicks.

As Todd Wasserman reports in Mashable, "Smallwood cited research from Nielsen (the company, not the founder) that showed a 0.07% correlation between high click-through rates and actual sales. Smallwood also rolled out some new data from a study conducted with Datalogix that found 99% of sales generated from online branding ad campaign came from consumers who saw ads, but didn't interact with them."

Read more of Todd's report here.

by Steve Hall    Oct- 1-12    
Topic: Industry Events, Research, Social



Ad-Supported Internet Creates 5.1 Million Jobs, Adds $530 Billion to Economy

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Kicking off the ninth (can you believe it?) Advertising Week, the Interactive Advertising Bureau, at its IAB MIXX Conference, has released new research conducted by the Harvard Business School that found the ad-supported internet is responsible for 5.1 million U.S. jobs. The sector increased 100 percent over the past four years and contributed $530 billion to the U.S. economy in 2011, double that of 2007. In addition, the sector accounted for 3.7 percent of the U.S. gross domestic product.

The report shows New York and California as home to the headquarters of the largest number of U.S. internet firms. This, of course, is due to the prominence of Madison Avenue and Silicon Valley as digital business hubs. In addition, Washington, Massachusetts, and Illinois are the next three most digital-friendly states. In total, nine states are the sites of headquarters that account for 72 percent of attributed employment, although the jobs themselves were dispersed across other states in the union:

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by Steve Hall    Oct- 1-12    
Topic: Industry Events, Research, Trends and Culture



10-Step Guide to Social Link Building

Social media has become a powerful tool in attracting a large number of inbound links at a low cost. In this whitepaper, part of the Adrants Whitepaper Series, HubSpot provides ten steps for brands seeking to get others to link to their site without spending a red cent on advertising or other promotions. From guest blog posts to contests to lists to content distribution strategies and more, the whitepaper provides how to tips as well as real world examples of the tips in action.

Download the free whitepaper now to find out how you can put social link building and inbound marketing to work for your brand.

by Steve Hall    Sep-26-12    
Topic: Research, Social



79 Remarkable Social Media Facts

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In this Social Media Wrap Up September 2012 report, part of the Adrants whitepaper series, top marketing experts share their lessons learned and secrets on social media discussing everything from the basics to the most advanced techniques. The report, a collection of several short articles, will help you learn how your company should use social media as well as how to hire a social media agency or whether or not you should keep the position in-house.

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by Steve Hall    Sep-21-12    
Topic: Research, Social



The Social Marketer's Guide to Pinterest

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So everyone all a-twitter over Pinterest these days. Yea, we marketers can't help but jump all over the latest shiny object like a bunch of drunken lemmings trying to navigate their way through a Wipeout course. And, sadly, like most Wipeout contentants, we get whacked before we even come close to mastering the course.

But have no fear loyal readers, the Adrants whitepaper series is here to transform you from mindless lemming into social media bon vivont.

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by Steve Hall    Sep-19-12    
Topic: Research



How to Make Your Online Ad Campaign Kick Ass

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Online advertising is great, right? Everything is trackable and ROI can be determined quickly. You can optimize your campaigns to death at the click of a mouse. You can razor-target specific audience slices as easily as ticking a few check boxes. OK, so it's not exactly that easy but you get the point

However, it's not as rosy as many of us would like to believe. In the midst of all that clicktastic awesomeness, how do you manage the barrage of data that online advertising has barfed up with the force of Niagara Falls after a five day downpour?

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by Steve Hall    Sep-10-12    
Topic: Research



A Ten Step Check List For Website Redesign

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Launching or redesigning a website for your agency or one of your clients is no longer news but it's still a detailed endeavor that takes design skill, technical expertise and a little bit of humility coupled with patience as the project progresses.

So while we all may perceive these sorts or redesigns as yawners, they still have to be done and they still have to be done right. HubSpot hopes to help with a white paper, part of the Adrants whitepaper series, entitled 10-Step Checklist for Your Next Website Redesign.

Download the whitepaper now and make sure your next website redesign goes swimmingly.

by Steve Hall    Sep- 5-12    
Topic: Research



Why Social Marketing Will Deliver Positive ROI for Your Brand

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If you are an agency or a brand trying to decide whether or not social media marketing is worth the investment, consider these numbers from recent studies of social media users:

  • 78% are directly influenced by branded posts when making purchases
  • 74% encourage friends to try new products
  • 80% try new things based on friends' suggestions
Given that Facebook alone has nearly a billion users, the possibilities are too significant to ignore. But how does a brand tap into the full potential of social media marketing? A new best practices ROI report from Wildfire, part of the Adrants white paper series, focuses on 6 social marketing success stories from 5 different industries, each demonstrating a significant positive ROI for the featured brand.

Download the free report now to find out how your brand can maximize its social media investment.

by Steve Hall    Aug-28-12    
Topic: Research, Social



Six Strategies to Keep Your Facebook Fans Coming Back for More

When posting on your brand's Facebook fan page, you're limited only by your imagination (and, of course, your brand's corporate policies). But no matter what content type or subject matter you choose to post, according to Wildfire, there are six fundamental messaging strategies that you should always follow to maximize fan engagement. In this white paper, part of the Adrants white paper series, Wildfire will show you real-life examples of:

  • The one topic fans always like to talk about
  • The personal touch that leaves fans pleasantly surprised
  • The one thing you need to include in every post
Download Best Practices for Engaging Messaging now to see how smart brands are using these six proven strategies to tap into fan passions, trigger engagement, and make fans feel like VIPs.

by Steve Hall    Aug-23-12    
Topic: Research, Social



How to Develop A Winning Mobile Strategy

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According to Nielsenwire, in 2011, shipments of smartphones surpassed shipments of PCs and by early 2012, about 50 percent of U.S. mobile subscribers owned a smartphone, accounting for more than 100 million units.

The growing mobile market presents unprecedented opportunities for marketers. According to Statcounter, since January 2009, web traffic originating from mobile phones has doubled every year - accounting for 11.09 percent of global access by mid 2012. In the US, 69 percent of mobile users access the internet on their phones daily, with 46 percent of smartphone owners going online several times a day.

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by Steve Hall    Aug-21-12    
Topic: Mobile/Wireless, Research










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