More than Talk: Action in Mobile Marketing

The charts in this collection are ready to use, download, format, and otherwise support your marketing goals. Feel free to share the whole presentation or any slide, with your colleagues and business partners, but please preserve credits to our sponsor, HubSpot, our research partners who provide the source data, and our links to MarketingCharts.com.

“More than Talk: Action in Mobile Marketing ” is part of Watershed Publishing‟s Data Insights series featuring trends, data and research. This collection brings together months of surveys, reports and insights released by nationally recognized research and marketing organizations focused on what is happening with mobile marketing. It is a time saver for the busy marketing professional. 

Gone are the days when talking to someone was the prime reason to use a phone. In fact, if you own a smartphone, chances are you use it far more for things other than calling. 

And that‟s big news for marketers. 

In “More than Talk: Action in Mobile Marketing” MarketingCharts has amassed a quantity of data that is invaluable to companies serious about mobile marketing.

The section on Mobile Growth provides all the proof you need about the rising surge of smartphone users. 

In Mobile Actions you‟ll find out how these consumers are using their smartphones.

But who are these people? In Mobile People you‟ll get the gender, ethnic and generational breakdowns.

And in the last section on Mobile Marketing, you‟ll find out what everyone is spending trying to reach this fast-growing audience. 

There are 53 data slides and accompanying analysis in this eBook, more than enough current data to support your mobile marketing efforts.

Enjoy,

The HubSpot team

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7 Proven Ways to Integrate Social Media on Your Site

Overview

The explosive growth in social media marketing over the past few years has rended scores of carefully crafted corporate websites irrelevant as marketing tools. But don't take our word for it. Just Google it. Analysts, journalists, bloggers and marketing thought-leaders have been singing thi tune for awhile. Jeremiah Owyang started leading the chorus back in 2007 when he was at Forrester Research (he's now at Altimeter Group.). The corporate website is an unbelievable collection of hyperbole, artificial branding, and pro-corporate content, " he said. "As a result, trusted decisions are being made on other locations on the Internet... networks, rating sites, chat rooms, and even blogs."

That may have seemed like a radical notion at the time, but now it seems downright prescient. Today, big brands boast 10-20 million "likers" on their Facebook pages and "f-commerce" (e-commerce on Facebook) is factoring heavily in their future plans. Comcast (Arguably) delivers better customer service on Twitter than customers can get on the phone, leading its CEO to proclaim " It has changed the culture of our company."

YouTube has been the springboard for corporate crises when customers or employees have become disgruntled, but it also helped a geek wit a lab coat and a miniscule marketing budget increase Blendtec's sales by 700 percent nad land an appearance on the Today Show. In fact, viral video can provide such a powerful marketing boost, brands were vying to hire Ted Williams, the homeless guy with a "golden voice", to be their next announcer. His nearly overnight gig for a Kraft Mac & Cheese commercial turned into a feel-good moment that landed the brand on the viral video chart. 

Obviously, social media inspires a whole lot more passion and interaction than the typical corporate website. Connected consumers want to share their opinions, they look to "friends" and subkect matter experts for advice, and their confidence in corporate brand-speak is way down the list. 

It's only natural to speculate whether or not this is " The end of the destination Web era" as Steve Rubel, a VP at Edelman Global, did not long ago. And in that case, must marketers cede a significant part of corporate branding, loyalty and lead-generation to websites they don't own?

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Facebook Advertising Performance Benchmarks & Insights

Summary

Facebook advertising is predicted to hit US$4 billion this year, which is  twice the volume of 2010 spending according to eMarketer. While brands  are rapidly investing in the space, they lack comparative experience to  assess how well their campaigns are performing. Webtrends has analyzed  over eleven thousand campaigns to provide performance benchmarks  brands can use to evaluate their own campaign performance.

The Webtrends database is a very large sample given the relatively young age of the Facebook ad network  (see the stats at left). We focused on a few key metrics:

• Click-Through Rate (CTR) 

• Cost per Click (CPC)

• Cost per Thousand (CPM)

• Cost per Fan (CPF)

About thiS Report

This report contains analysis of over 11 thousand ads and is intended to provide market reference for Facebook ad performance. It is worth noting that the majority of campaigns we analyzed were focused on fan acquisition, which may skew some of the results. Benchmarks may vary for campaigns aimed at websites or fan nurturing campaigns. We did not have a statistically significant data set for the 13-17 year old market, 

so we excluded them from our results. Industry results were based on categorizing campaigns in our dataset, which means some industries had only a single brand and may not be representative of an industry’s  performance overall. Special thanks to Dennis Yu, Nicholas Davies, Jonny Chan, Michael Girard, and Tim Mather for their contributions to this report. 

Citations 

Facebook Advertisers Boost Spending 10 Fold, COO Says; BusinessWeek;   http://www.businessweek.com/news/2010-08-04/facebook-advertisers-boost-spending-10-fold-coo-says.html; August 2010 

Facebook Drives US Social Network Ad Spending Past $3 Billion in 2011; eMarketer;  http://www.emarketer.com/Article.aspx?R=1008180; January 18, 2011 Facebook and Brands survey; DDB & Opinionway; https://ddbworldwide--ropboxaliciabrindak2.pbworks.com/f/DDBOpinionwayFacebookenglishshortversion.pdf; October 18, 2010

About Webtrends

Webtrends is a global leader in social and mobile marketing. Thousands of global organizations, including Microsoft, Reuters, General Mills and Ticketmaster have chosen Webtrends business solutions and client  services expertise to optimize their customers’ online experiences. Webtrends was the first web analytics company, founded over 15 years ago and continues to deliver world class analytics solutions. Webtrends is a registered trademark of Webtrends Inc. in the United  States and other countries. All other trademarks and registered  trademarks are the properties of their respective owners. 

© 2011 Webtrends Inc. All rights reserved.

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