Social Media Roundup: April 8, 2014
iBeacon: The Next Big Thing? Zatarain's Gives It a Try
Apple's new iBeacon technology, an "indoor positioning system" that allows devices to notify iPhones and iPads when they're nearby, is being evaluated by a lot of mobile marketers. The much-anticipated technology allows merchants and brand managers to use low-power, embedded chips to communicate directly with customers and make special offers and provide customized content. Mark Walsh, writing on MediaPost, describes how Zatarain's, the New Orleans food and spice company, lets smartphone-equipped shoppers click to get recipes or receive reward points right in the store.
Remarketing Online: Turn Your Banner Ads into Bloodhounds
Remarketing is the personalized targeting of banner ads that follow you after you have visited a company's website. Some people find it creepy to have products chase them around the Internet, but it has proven an effective strategy. The "magic" is done with cookies, small pieces of code stored in the user's browser. The cookie tells a remarketing ad service provider to deliver an ad from your website when a visitor goes to another website. This article on Search Engine Journal by Chris Kilbourn, vice president of strategy at Fit Marketing, explains the different types of remarketing campaigns, success metrics, and where you can set up remarketing campaigns.
Yes, Virginia, You Can Measure the ROI of Social Media!
Social media's fun and all that, but we're in it for the money, right? How can you measure your return on investment? At a minimum you're spending your time (or an employee's time), which has an opportunity cost, or you may be spending significant money every month for professional social media contracting. Debra Eckerling, an editor at Social Media Examiner, blogs about five tools and tips on how to find out if your social media campaigns are paying off.
Facebook Shakes Up Its Brand Pages
Facebook has changed the rules (again), this time dramatically limiting how much brand page content reaches fans organically. So what does this mean to your business? Writing on the prTini website, Heather Whaling, founder of Geben Communication, explains the news, and what to do about it. If your brand has a Facebook Page, you need to look carefully at its performance (see the piece above for some ideas about how to). Consider adding some paid advertising to your Facebook presence. Above all, emphasize content that people will want to share with their personal Facebook networks, as fan shares will effectively spread your messages.
Search Query Leaders: Nothing New Here, But It's Good To Keep Track
When it comes to search engine queries, Google's still King of the Virtual Hill as of mid-February with a 67.5% share. Microsoft's Bing search engine continues to grow (18.4%), mostly at the expense of "search alliance" partner Yahoo (10.3%). Bringing up the rear are Ask.com (2.4%) and AOL (1.3%), who represent tiny pieces of the market and are stable or declining slowly. While mobile search continues to grow quickly - and is predicted to overtake PC-based search later this year - it does not appear to be taking share from any of the established search engines, suggesting that the entire global market for search continues to grow. Greg Sterling, a contributing editor for Search Engine Land, teases out the data for the rest of us.
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