3 Ways to Incorporate Mobile And Social Analytics In Your Ad Campaigns

In today's competitive business environment, most advertising agencies are using data analytics to hone their clients' campaign strategies and to improve their job of targeting, tracking, and engaging customers. With mobile commerce growing at an annual rate of 42 percent, and with one-third of online shoppers making at least one purchase via smartphone over the last 12 months (and 20 percent via tablet), marketers that ignore mobile analytics are doing themselves a major disservice. The same goes for social, where tracking, measuring, and engaging consumers via sites like Facebook and Twitter is absolutely crucial. As an agency that was in on the ground floor of both the mobile and social advertising movements, and that has been employing analytics to create accountable advertising for decades, we can clearly see that everything digital is moving in a mobile direction. In fact, with some campaigns, we're seeing as much as 70 percent of orders coming through digital platforms - and the majority of those are being made via mobile devices, even for large, international brands. To get a better idea of how mobile and social campaigns are performing, consider using one or all three of these ways to leverage analytics: 1) To track consumer activity via their mobile devices. While mobile devices may appear to be "untethered" and therefore more difficult to track and measure, the reality is that it's quite easy to get a grasp on "m-commerce" activity. Not only can you track the direct sales that are coming in - and what devices are being used (phones, tablets, etc.) - but you can also tie that information back to specific consumers. This will help you create more accountable and profitable advertising in the future, and it will allow you to harness those 70+ percent of orders that will soon be coming in via mobile devices (if they aren't already). One of the simplest tools available to you is Google Mobile App Analytics, which allows you to track and measure activity taking place on your app, establish and measure goals, determine conversion rates, keep track of campaign consistency, and apply the resultant data for actionable insights. Having this information in hand, and then analyzing it for key points and patterns, will help you develop even more effective mobile campaigns in the future. 2) To parlay social activity into key campaign goals. What started out as a fun way for friends to keep in touch and share photos with one another has transformed into a powerful advertising and sales tools for organizations of all sizes. Today, platforms like Facebook, Twitter, and Instagram are being folded into the campaigns of even the largest, most well known brands. And while tracking the performance of such efforts was elusive until recently, today's companies are keeping closer tabs on their social activity and using the information garnered to hone their campaigns. "In 2015, there are now companies whose sole job is to sift through social data and find emerging clues and patterns. Facebook has a billion users, Twitter has hundreds of millions, and LinkedIn is the de facto professional networking site," writes Jonathan Hassell in CIO. Remember that social allows you to track more than just "who is Tweeting about you" or "who is posting information about your firm on Facebook." It also helps you measure brand awareness, hone campaign goals, and determine the best possible approach for a specific marketer (brand awareness vs. direct sales vs. consumer engagement, and so forth). 3) To "listen" to your customers in new and innovative ways. There was a time when companies had to rely on "live" focus groups, written surveys, and customer feedback forms to find out exactly what their target customer groups were thinking. Today, most of that information is available online and a lot of it is at the marketer's fingertips (as in, the company doesn't have to ask for it). "If your customers are talking about you, you want to hear what they're saying. If you're spending good money to talk at them, why not devote some percentage to listening to what they have to say?" writes Mikal E. Belicove in Entrepreneur. "Research shows that the conversations your customers have among themselves drive about 13 percent of business decisions and can amplify your advertising by 15 percent." Becoming that "fly on the wall" is fairly simple. If you're running an engagement campaign, for example, look at whether customers are tweeting and/or re-tweeting information about their experiences with the product. If it's a direct sales campaign, then pay close attention to how those social interactions parlay into mobile and/or online sales. In the end, the only way to determine the effectiveness of a campaign's mobile or social efforts is by taking a hard look at the data and then using that information to take action. While this step was easy to ignore just 5-10 years ago, agencies that don't take the time to effectively measure their mobile and social efforts are doing their clients a disservice and overlooking a large chunk of potential business. This guest article was written by Jessica Hawthorne-Castro, CEO of Hawthorne Direct.

8 ways to use data to tell a compelling story

This article is part of SWOT Team, a series on Mashable that features insights from leaders in marketing, brand-building and public relations. The increased use of data in journalism has paralleled the overall rise of big data. Today's strongest stories use real data that can enhance, corroborate or even challenge facts. In Newhouse’s [email protected] program, we are exploring this very topic. Based on some of the key takeaways from our data-driven journalism course, we’ve compiled best practices for making the most of your data. See also: 3 ways small businesses can use video marketing Read more...More about Storytelling, Big Data, Business, Marketing, and Media

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The Big Deal About a Little Mobile ‘Buy’ Button

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Your Connected Product Could Be Your Best Customer Engagement Tool

Brian Solis is a digital analyst, anthropologist, futurist and author of X, What’s the Future of Business (WTF), Engage! and The End of Business As Usual.In a time when connectedness is part of everyday life and people have become online media platforms, customer experiences either work for a company or against it. Those experiences, now widely spread and shared so easily, have become the new brand. Brands are, as Amazon’s Jeff Bezos once put it, "what people say about you when you’re not in the room.” See also: The Biggest Digital Marketing Mistakes Entrepreneurs MakeThink about all the ways businesses have to engage customers before, during and after the transaction: social, mobile, digital (i.e. web), wearable devices, email, POS, signage, packaging, word of mouth, and so on. There’s also an entirely new channel arising that's flying under the radar of marketers today.While not new to engineers, developers and savvy tech execs, the Internet of things (IoT) is set to become the next big trend for marketers and anyone leading service and support, product management and e-commerce initiatives. Connecting The DotsMy colleague at Altimeter (now part of Prophet) Jessica Groopman learned in her latest research on IoT that consumers are expected to own over 20 simultaneous connected devices by the year 2020. Some of us are already close. For those unfamiliar with IoT and its relationship to customer experience, think of it this way: Imagine that everything is connected to the Internet via a private network—your camera, watch, car, printer, oven, thermostat, lights, and more. Now imagine that each device learns how you use it. Not only does the user experience improve through technology, but the information is managed through an intelligent customer relationship management (CRM) system of sorts. The manufacturer can learn about the customer's usage, behavior and preferences, and also anticipate needs—all in the name of personalizing and improving the user experience. Doc Searls, author of the groundbreaking book The Cluetrain Manifesto (1999), introduced the concept of "Products-as-Platforms” a couple of years ago. He asked businesses to look at possibilities beyond marketing gimmicks. He envisioned a scenario in which customers were in control of relationships before, during and after transactions. He called this VRM, or vendor relationship management. His point was that people should be in control of relationships and products, acting as conduits, not dumb terminals. Products, As Customer Engagement ToolsImagine that your printer is running out of ink. Instead of merely displaying an alert, the same screen could connect you to Amazon or your favorite retailer to order replacements. See also: How Your Need For Detergent And Coffee Will Fuel Amazon's Smart HomeAmazon’s Dash button offers a similar premise, but requires manual input. However, this could happen even before you’ve run out, because the printer already knows your usage behavior and has anticipated the need. This idea of “in product communication” is what companies like Aviata are working on. If they succeed, VRM not only becomes a viable option, it may even change the game for customer experience and ultimately the mathematics of the lifetime value of a customer. Within the context of IoT, products can continue to work for your company, even after they’ve been purchased. These items could open new channels of proactive engagement, allowing you to redefine customer engagement beyond all of the channels you lean on today.In other words, the product itself becomes a tool for engagement and personalized "experience architecture.” This is basis for the future of customer experience, a foundation based on personalization, meaningful engagement and additive value. This new type of product communication is incredibly promising. It could change the dynamic for how companies build relationships with their customers, beyond warranty registrations and product support. This is the future of customer relationships. What it takes is to get there is vision, purpose, a sharp eye for what your users need, and the drive to give it to them. Lead photo by William Murphy

Google Docs now lets you type with your voice

Getting stuff done in Google Docs just got a lot easier. Google unveiled a series of new features for Docs, Sheets and Slides Wednesday, including voice typing and new collaboration tools for Docs. The new features are aimed at students but available to anyone who uses the company's productivity suite. See also: Productivity startup aims to make the Internet less distracting Google Docs now supports voice dictation from Chrome and the Docs iOS and Android app. When the feature is enabled (from the Tools menu in Chrome), you can dictate documents using the microphone icon from Docs on Chrome, or with your phone's voice commands when using the Docs app on iOS or Android app Read more...More about Google, Android, Google Docs, Tech, and Chrome

How to Turn Bloggers (and Other Influencers) Into Your Brand Champions

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Twitter Ads: Leveraging Objective-Based Campaigns

With Twitter's objective-based campaigns, marketers can choose from a range of key goals including driving Tweet engagements, Web site clicks or conversions, app installs or engagements, followers, or leads....

Social Video Marketing: Facebook vs YouTube Platforms

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Web Analytics vs Mobile Analytics

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First Steps in Google Adwords |Infographic

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Visual Content: Capture and Engage

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A Minimum Viable Audience: An Unfair Business Advantage

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Crap: The Content Marketing Deluge.

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A chart depicting the ROI by Digital Channel

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For Mobile Devices, Think Apps, Not Ads – Harvard Business Review

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Don’t Forget the Long Tail: It Can Deliver Value

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13 Facebook Ads We Got That Were Right on the Money (and Why) |...

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HowTo: Create a Facebook Page | Infographic

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Any bank or credit union that wants to win millennial consumers had better build a mobile-centric strategy or they will likely fall short. While most Gen Y consumers will use all...

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Google Rolls Out Major Panda 4.0 SEO Update

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