Archive for brand awareness
Branding Your Business
Posted by: | Commentsby: Elena Fawkner
If you think only big corporate names need to think about things like brand names, think again. Your brand says a lot about you and your business, and that’s as true for a one person home-based operation as it is for a multinational conglomerate. In this article we look at how creating a strong brand for your business can help you set yourself apart from the… Continue reading
POSITIVE COMPANY BRANDING
Posted by: | Commentsby: M H Ahsan
Company branding is one of the most important components of your marketing plan, particularly when you are making an effort to establish your company’s position in the marketplace. Identity, differentiation, and reputation are all part of the company branding package.
How people perceive your company largely relates to how effective you brand is and how it is portrayed, recognized, respected and remembered in the… Continue reading
Most Businesses Still Only “Experiment” with Social Media
Posted by: | CommentsSocial media use among businesses has grown significantly over the past year or two, but new research from E-Consultancy, in association with the Online Marketing Summit (where WebProNews is conducting exclusive interviews this week), indicates that most businesses are largely still in the experimental stage when it comes to their efforts.
There are a great deal of interesting stats to pick through in the report, but to me, one of the most striking is that 61% (nearly 2/3) say they have experimented with social media, but not done that much. Various stats suggest businesses are starting to get to the place where they view social media as crucial, however. For example, the vast majority (90%) say they expect social media to take up more time internally "in a year’s time," while only 8% expect it will take up the same amount of time, and 2% expect less time to be spent on social media next year.
Some other highlights from the report:
- The majority of companies have difficulty measuring the return on investment (ROI) from social media. Almost two-thirds of respondents (61%) say their organizations are “poor” (34%) or “very poor” (27%) at measuring ROI.
- Increased traffic to Web site is the business goal that marketers are most likely to be trying to influence through social media marketing. Three quarters (74%) of companies say they use social media to increase traffic.
- Direct traffic to Web site is by far the metric most commonly used to measure the impact of off-site social media, measured by just under two-thirds of company respondents (63%).
- More brand recognition (64%) is the second most important business objective in terms of impact of social media. A similar proportion of respondents (62%) cite better brand reputation.
- Despite the widespread recognition that social media marketing impacts brand reputation and brand visibility, only a quarter of all respondents (25%) surveyed use online brand mentions and brand awareness as a metric for measuring off-site social media success. Just 15% use brand perception as a metric.
- Just over half of companies (56%) say that they try to achieve increased sales through social media activity. But only a quarter of companies (24%) use sales as a metric for measuring social media success.
Facebook is the Web property mostly commonly used in social media, with 85% of companies surveyed using it as part of their marketing strategy. This is followed by Twitter (perhaps more closely than expected, given Facebook’s much larger user base) at 77%, LinkedIn at 58% and YouTube at 49%.
Over two-thirds of company respondents say that the amount of money spent on social media has increased since last year, while 30% say it has stayed the same, and 81% of companies expect social media budgets to increase over the next year, while 18% expect spending to stay the same. So while companies are still experimenting, they must be generally seeing good enough results to keep at it, or see the potential to use it on an expanded basis.
Do you have a concrete social media strategy or do you simply experiment? Discuss.
Advertising Made Easy
Posted by: | Commentsby: chet holmes
How You Can Make Advertising Pay Big Dividends (source: www.chetholmes.com)
McGraw Hill once commissioned an extensive study to determine what marketing weapons make a company famous in it’s market or community.
The study went on to show that advertising created more product, service, or brand awareness than all other marketing weapons combined.
The fact is, we know that Coke is “The Real Thing”… Continue reading
How to use decals in the clothing industry
Posted by: | CommentsMany marketing team in various types of industries has utilized decals as a marketing tool to build brand awareness. Some of these products such as car and truck aftermarket products, auto maintenance… Continue reading
Google Gives Advertisers More Tracking Options
Posted by: | CommentsGoogle has announced a new feature for the Google Content Network called View-Through Conversion Reporting. The feature is designed to help advertisers better measure the value of their display ad campaigns.
"Display ads are influential in increasing brand awareness and driving purchase consideration, and with View-through conversion reporting, you can better measure the impact of your display ad campaign for those instances where your ad is seen, but not immediately clicked on," explains Amanda Kelly of Google’s Inside AdWords crew. "More specifically, View-through conversion reporting measures the number of conversions that occurred within 30 days of your display ad appearing for which there was no ad click generated."
"By using View-through conversion reporting, you can more easily compare the performance of your Google Content Network campaign with the performance of your other display advertising campaigns," adds Kelly. "This feature can also help you determine the best ways and places to advertise, how best to optimize your display ad campaigns, and, ultimately, how to spend your advertising dollars more effectively."
Conversions are reported on the campaigns tab in AdWords. The reporting is the same as other conversion views for placement-targeted campaigns. View-through conversions are reported against each targeted placement. Enhanced online campaigns are also reported the same. View-through conversions are reported against each targeted criteria except for keywords. With regards to interest-based ads, view-through conversions are reported against each interest-based targeting criteria.
View-through conversions are recorded for the date of the impression they are associated with. Clicks on search ads don’t interfere with view-through conversion tracking reports. Conversions are counted when there’s a display impression on content. Google counts all conversions not associated with a click and attributes them to the last impression within the last 30 days. More info is available in the help center.
