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Feb 27 2013
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Ads, Digital Marketing, Yelp

YP Is A Surprise Leader in Mobile Advertising

5663152018_d6f3ca5060YP, formerly AT&T Interactive, released a press announcement that in 2012 it earned over $350milion in revenue from its mobile advertising exchange. The firm then proclaimed that was the second largest mobile advertiser in the industry. That is probably not true as Facebook should be the number two spot after Google. However the size of the revenue is shocking and it does point to YP as a potential serious contender.

This is good news for the digital public relations firm. Mobile advertising will be a future place for growth and having the options limited to Google and Facebook should give some firms pause. The two are often not in competition so the agency is not able to play one firm’s pricing structure off of the other. Another contender to play off of Google will help the digital public relations firms control prices. This is important to help encourage new clients take the leap into mobile advertising. It is also important to note that YP does use geotargeting methods, so it is on the cusp of the new methods.

YP: Our Mobile Ad Network Second Only To Google

Photo by Majiscup – The Papercup & Sleeve

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Feb 19 2013
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Digital Marketing, Google, Online Advertising

Europe Set To Act Against Google

6764585321_7a93286294Four month ago European authorities issued a report about Google’s privacy policy. At issue is the bundling of Google products into a single service so Google would be able to draw from as wide a dataset as possible to counter Facebook’s walled garden. The issue is that users have little access to their data and no ability to prevent Google from acting on the data. European authorities, notably the CNIL of France, gave Google four months to reform. Monday was the end of the four-month period and now the CNIL is setting up a working group to at against Google.

Even though this action will be confined to Google products in Europe, it would be wrong for the American education marketing company to assume there will be no effect. Because of the sheer size of the European market any changes Google is forced to put into place might very well find itself over here as well. This does seem unlikely because the US market is so lucrative, but movement in European might bolster privacy advocates over here. Congressional action would be more likely using the European actions as political cover.

A possible benefit from this action, however, is Google’s response. This is a public opinion battle and if Google can seize the moment, then it can prevent punitive action from being levied. A way to do that is to make the data Google has collected seem savvy instead of an intrusion. Google could use the data to push relevant data at users and that might win them over to the data collection. Google Now is a product that can be at the forefront of this service. If that is Google’s response, then the education marketing company can expect to see a more effective method of reaching users.

Photo by Khalid Albaih

Google’s Consolidated Privacy Policy Draws Fresh Fire in Europe

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Dec 31 2012
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Digital Marketing, Online Advertising, Social Media, Social Network

Visual Becoming More and More Important

Pinterest

As if the Pinterest craze and revamped Facebook appearance did not already emphasize the need for a strong visual component in social media campaigns, there is new data that should push the trend. 45% of US consumers say they will purchase a new television within the year. More and more those televisions are going to be smart and connected to the internet. This increasing use of a non-traditional device to connect to social media will drive how ads are handled.

The social media agency needs to dust off the graphic making software and skillset. Hiring may need to be done or refresher courses on the newest software. The visual component of social advertising will become more important and the quality of what consumers expect will also increase. It is not just the proliferation of smart TVs driving this trend. As gaming consoles become more capable, then they are also connecting TVs. Blue Ray disc players are also often combined with an internet capability.

 

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Dec 21 2012
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Facebook, Social Media, Technology

Facebook’s First Foray Into Local Search

images (1)Facebook is now a player in the local search market but only on mobile devices. The ‘nearby’ function is receiving an update, which is changing from a tool to see where a user’s friends have checked in to a tool that promotes discovery. Based upon criteria that Facebook is holding close to the vest it will now show nearby businesses and other places that have been entered into its database.

Users will be able to search and browse nearby locations. The criterion for ranking is a factor of star ratings, check-ins, Likes and recommendations. The rankings are allowed only by people who have checked-in to the location.

For the education marketing company this is good news. It offers a new channel for discovery and a valuable tool at that. One thing that must now be done, however, is that brands must have a Facebook Page. Only locations that have a Page will be shown in this new feature, because the discovery tool allows a link back into the location’s Page.

Facebook Gets Into Local Search With “Facebook Nearby” For IOS & Android

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Dec 14 2012
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Digital Marketing, Online Advertising, Twitter

Twitter Promoted Tweets Expands Keyword Options

Along with a new tool to import keyword options from other platforms—think about Facebook and Google keywords here—Twitter is also expanding advertiser’s abilities to use keywords on Promoted Tweets. The digital marketing agency is already familiar with these new keyword matching options: exact match, phrase match, and keyword match.

Advertisers will also be able to specify negative keywords. Their ads will not appear near tweets involving those keywords. Twitter will also begin automatically matching ads to trending items. The example Twitter gives is news of a celebrity pregnancy. Brands that advertise for baby products will now automatically be entered into auctions for placement near those tweets. That new automatic function will need close monitoring by the digital marketing agency because the scenario outlined does not seem to be a particularly well functioning ROI placement and automatic entry will eat away at advertising budgets.

Twitter Expands Keyword Targeting Choices For Promoted Tweets

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Dec 04 2012
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Facebook, Messenger, Social Media

Facebook Messenger No Longer Requires Facebook Account

Facebook’s Messenger was launched as a way to revolutionize digital communications. It allows users to do instant messaging as well as email communication from one platform. The boon to the social media agency if it takes off will be to increase Facebook’s social graph. The database is now limited to what users publicly share, but two-way communications would help reveal so much more about users and their private lives. However, the service has not yet taken off.

In an effort to kick-start Messenger Facebook is releasing an app that is a stand alone Messenger service for both Android and iOS devices. The app will not provide Facebook access to the user, so it is a smaller and much more functional communication client. Not only is the new app becoming available but it will also not require a user to have a Facebook account. What that really means is that the user will not need to be logged into her Facebook account. If that does happen, then some of the potential data gathering ability will be lost, but not much. Facebook will still have data about what the anonymous user likes, which is still useful data. It is also not at all likely that both users are operating without linking to their Facebook accounts.

This move might be enough to help unseat the SMS protocol, which has been dominant for nearly 20 years. If the unseating does happen, then the digital marketing agency will benefit because of the data Facebook is able to compile about what it is people like and are motivated by.

No Facebook Account Required: Facebook Messenger For Android Lets You Sign Up With Just A Phone Number

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Nov 29 2012
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Analytics, Facebook, Social Media

Wisemetrics Offers New Facebook Analytics

Over the Thanksgiving weekend Wisemetrics rolled out its new analytics package for Facebook Pages administrators. The package is updated to reflect the latest Edgerank update Facebook recently conducted. Edgerank has been criticized for limiting page reach, so an analytics package that can help optimize a brand’s reach is helpful to the social media agency.

The package also has some other helpful options. The dashboard is easy to navigate as well as supports export into other formats. The dashboard also provides a commenting ability, so notes can be appended to help explain the data at a later time. Wisemetrics’ package also offers suggestions for optimizing reach. It will be helpful for education companies to optimize their reach as well as traditional companies. One of the reasons Wisemetrics’ analytics is so powerful is because it allows the education marketing company to measure its efforts next to competitors’ efforts. This is a great tool to see where some small gains can be squeezed out. There is a two-week trial period offered for the package and the cost of $49.95 makes it affordable for even the smallest of firms.

Wisemetrics Officially Rolls Out Facebook Analytics Solution

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Nov 27 2012
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Bing, Search Engine, Social Media

Bing Testing New Social Sidebar Look

Bing’s social sidebar is probably the single best feature that distinguishes it from Google. That is important because of Google’s seemingly impenetrable hold on search engine market share. Bing is now testing a revamped social sidebar.

One of the main differences is cosmetic. The gray background is now white. The header now reads “social results” and the “post” button keeps the same Facebook terminology people are used to. This change is good because it makes the sidebar seem integrated into the search results. The previous version was easy to dismiss and not look at because it looked more like a large display ad. It is possible that several users did not look into the box to see what was happening for this reason. The new integration highlights that it is indeed a search result.

There is also a behind the scenes update to the sidebar. The search is now more discriminating in what is returned. Often the social results would return if just a word was shared with the search query. Now, however, Bing is doing more to measure the relevance of what is offered up from social networks. This will help make Bing better at pointing users to experts. It might be enough of a boost to help Bing make up some ground on Google in total marketshare. It will also help the Michigan marketing firm that works on making its clients thought leaders in an industry. That expertise will help put brands onto more search results.

Bing Testing Social Sidebar With New Look, More Answers

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Nov 20 2012
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Brands, Digital Marketing, Facebook, Online Advertising

Facebook Makes Tracking Conversions Easier

The bane of the social media agency’s existence is convincing the skeptical client that social media can create conversions. FaceBook is now offering some advertisers an option that will make it easier to track conversions. This system will help demonstrate the value of social media as well as help the A/B testing to determine which ads are working better than others.

The system is fairly simple. Advertisers will receive a piece of code to be placed on conversion success pages. FaceBook will then collect that data and be able to pass it along to advertisers. The code can be optimized so each ad has a different code so the social media agency can see which ads are working better than others. Retailer Fab.com was a beta tester for this service and was able to reduce costs by 39%. With the system advertisers will be able to remove ineffective ads as well as change their bidding priorities.

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Nov 16 2012
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Digital Marketing, Online Advertising, Skype

Skype To Create Social Advertising Options

Skype has announced that its new service for Windows 8 will come with social advertising options. The details have not yet been spelled out, but it is encouraging for the social media agency because these ads will offer an ability to talk to advertisers instead of just passively receiving information. It is a new format that may offer new levels of effectiveness.

The first type will be an interactive dialogue. An example is with a Toyota customer. The customer will be able to speak with a salesperson and they will be able to customize vehicles as they talk about it. This advertising unit seems like it will be effective but it does presume a level of familiarity with the product that may not increase the conversion rate over a non-use.

Another option is called Sponsored Content where a conversation between two people will call up relevant ads. A discussion about a vacation may call up lists of top vacation spots.

The final ad unit is a Permanent Persistent Presence. These are ads that will be often available and always available. When clicking on the ad, then it is up to the advertiser how to handle the call. It may open a line to a customer service helpdesk or it may bring up video ads of another sort.

If Skype can bring these ads without angering people by being too intrusive is a question. If it does work, then it does seem likely the social media agency will be able to capitalize on this. Because some of the ads presume a captive audience, then they may be very effective.

Skype Introduces Social Ad Units for Windows 8

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