For marketers who rely on analytics for evidence-based decision making, this new multi-screen world has also presented some new measurement challenges and some great marketing analytics opportunities.
In late 2012 Google Analytics introduced the exciting concept of Universal Analytics—that is, the idea of using a single unique identifier to provide much better picture of user behavior as an individual and not a series of different device interactions. Google has also recognized the powerful potential of bringing together prospect and customer data from other marketing technology tools such as Customer Relationship Management (CRM), Marketing Automation and Content Management Systems. Read more
Tablets and smartphones are rapidly evolving as the primary tool for us to consume messaging, social and edutainment media. This has caught even Internet vanguards such as Google and Facebook off guard as they struggle to monetize the precipitous swing to mobile. The connected Mobile device is rapidly replacing our more traditional ways of getting Web content. Read more
By 2013, more people will be using mobile phones than personal computers to get online. For B2B marketers, this information has some important implications. Consider that a high percentage of the “first view” of your content will be consumed on a mobile device. If you are marketing by email to purchase decision makers, the proportion of people who will open your email communications on a mobile device could be as high as 50%. Not only are they consuming content, but they are also actively sharing content with their peers over multiple social media channels as implied by the double-digit growth seen for Twitter and LinkedIn. Read more
Did you know, in a recent survey, a third of the people questioned were more willing to give up sex for a week than give up their mobile phone, and two thirds sleep with their smartphone next to them? Read more
Farmers are using smartphones for a wide range of applications. Beyond calling, among the most popular features are texting, Internet access, and camera use, according to the Successful Farming survey. Wireless bridging, tweeting field reports, and conducting searches are other popular uses, members of the social media group, Farmers for the Future, say. Read more
In a complex purchase decision process for highly engineered products or services, your prospect’s journey from awareness to purchase may not occur with uniform speed. We often assume that this path is a straight line, and we invest our resources uniformly… Read more
If your mother was like mine, she probably rewarded you for good, consistent behavior. And she might have had fits when you behaved like Jekyll and Hyde. So here’s a lesson in congruency for online marketers that most mothers would approve… Read more