Influencer marketing is alive and thriving. The usual suspects–YouTube, Facebook, and Instagram–have long dominated the influencer marketing industry. Yet the recent surge in popularity of the application TikTok shows it can challenge the established elite – and marketers need to take note. So how can marketers navigate this amorphous, ever-changing industry and … [Read more...]
2019 Influencer Marketing Global Survey Released
Rakuten Marketing has a big new report out looking at influencer marketing. Influencers are now an established part of the consumer marketers toolkit. They offer authenticity and new ways to tell the story of a product or brand. The difficulty for many marketers is that by their nature influencers are individuals, which makes attribution, scalability and brand protection … [Read more...]
Facebook Announces Integration Across all Platforms Worldwide. Surprised?
In a move that seems specifically designed to forestall European enforcement efforts, Facebook has announced they will integrate their messaging platforms worldwide, including Messenger and WhatsApp. This follows a move by the German Cartel Office ordering Facebook to stop combining user data across their social media platforms without consent. The integration of the messaging … [Read more...]
Google & Facebook Are Not Your Friends
With implementation of Europe’s General Data Protection Regulation just two weeks away, it is time to state a hard truth: Google and Facebook are not your friends. They seems friendly enough, of course. They give you a free ad server and a nice website analytics tool, and Facebook helps you see pictures of your friends' vacations. But remember what it is costing you: your … [Read more...]
Why Viewability Matters to Performance Marketers
When you buy a display ad, how long does it need to be on screen for it to be effective? Maybe a couple of seconds? That seems reasonable enough, right? Here’s the reason it matters: 80% of Facebook’s inventory doesn’t meet that standard. Over three-quarters of the ads you buy on FB aren’t displayed for even just two seconds. As performance marketers we often forget to think … [Read more...]
Five Essential Questions To Ask Your Network
Advertisers choosing a new network partner have to take a lot on trust. Pretty much every network has a convincing pitch and a nice set of PowerPoint slides. Networks are in the business of being persuasive, so how does an advertiser dig beneath the surface to find out which networks are great and which to avoid? Having run the Blue Book for the last five years, we get the … [Read more...]
Another Thought On Facebook's "Strategic Pivot"
Those of us that have been in online marketing for a while will remember the old advice to newbies: always buy your own domain name. Don't invest in building up someone else's website. It seems like the simplest lessons are the most easily forgotten. And there are a million suckers born every minute. … [Read more...]
Guess What Facebook Is About to Do To Thousands Of Your Fans
Facebook is in the process of pulling the biggest bait-and-switch in history. They have spent years persuading umpteen brands, businesses and boy-bands that the best way to invest Internet marketing dollars was to build up huge numbers of Facebook "Likes". A big Facebook fan-following, we were told, was the key to social marketing success. Well, now they've got you hooked, and … [Read more...]
Which Social Media Sites Drive Most Conversions?
Holy mackerel! Shopify just analyzed 37 million social media visits that resulted in more than half a million conversions. And they've produced a great infographic (after the jump). Sample takeaways: - 85% of orders via social traffic came through Facebook; - Instagram generates higher order values than FB or Twitter; - Facebook also has the highest conversion rates. See the … [Read more...]
Facebook Mobile Ads Delivering $10 eCPM
TBG Digital reports that Facebook's mobile-only Sponsored Stories ad format is getting 1.14% CTR, $0.86 CPC and $9.86 eCPM. Those figures represent almost twice the CTR and nearly three times the eCPM that Facebook's standard desktop newsfeed ads attract. More on Facebook's mobile ad performance from TechCrunch: Meanwhile, a quick look at a campaign in the tens of thousands of … [Read more...]