social media, franchising, social media marketing, online marketing, consumer marketing, digital marketing, social media tools, holiday marketing, Experian, video marketing, social video, online pricing, Twitter for Business, Pinterest, marketing to men, Daniel Lieberman, Daniel Lieberman Digital TEASE: Social media marketing news you can use. This week: holiday marketing trends and predictions, leveraging social video, online price variations, Twitter for Business, and guys on Pinterest. Social Media Roundup: December 9, 2014 By Daniel Lieberman
A study by Experian Marketing Services examines some of the marketing trends for the 2014 holiday shopping season. Matt Southern, lead news writer at Search Engine Journal, discusses some of the highlights from the study, which include the following:
Video continues to be one of the most powerful tools in the brand marketer's kit. This excellent infographic from The Media Octopus, combined with commentary from Douglas Karr, founder of The Marketing Technology Blog, provides four tips on how to leverage social video for your brand. Karr's four pointers are:
The infographic contains further details and statistics on video marketing, such as:
Online merchants charge different prices to shoppers based on the type of search (mobile or desktop), location, and purchase history, according to researchers at Northeastern University. In some cases, the researchers found evidence of differential pricing but were unable to determine the cause, according to an article in Fast Company discussing the research. The worst offenders seem to be travel sites like Travelocity, which charged iOS users in particular an average of $15 less than other shoppers for the same products and services; Orbitz and Cheaptickets charged an average of $12 more per night for hotel rooms for people not logged onto their sites. Online retailers, Best Buy for example, engage in these practices as well, with some steering shoppers to more expensive products based on various factors. While these practices are not illegal, they certainly could be considered unfair. If you want to get the best deals in this wonderful new world of personalized pricing, you're going to have to shop around.
Twitter recently relaunched its Twitter for Business site, last updated in April 2013. The site offers a wealth of educational resources, research, and examples of successful Twitter use for brand marketers new to Twitter, as well as for experienced users. Some of the topics covered include: creating and managing a Twitter presence; growing a follower base; and increasing tweet engagement (retweeting and marking as favorites). If you're using Twitter or planning to, visit the new Twitter For Business and learn how to do it right. Martin Beck,Third Door Media's social media reporter for Marketing Land and Search Engine Land, provides further details.
Pinterest has doubled its male user base in the past year, and says men are now one-third of its new signups. That compares with its 70 to 80 percent female base of the past several years. "The recent increase in male users didn't happen of its own accord. Pinterest has been actively courting men, since hiring a man ... in July to head up its brand efforts," reports Carmel DeAmicis, staff writer at Gigaom. "He then introduced gender targeting of pins, so when men first sign up they see more traditionally male content, like men's clothing," she adds. Pinterest also has partnered with companies like Home Depot to develop site content more likely to appeal to men. Brand marketers whose demographic is mainly male may want to investigate using Pinterest in their market efforts.
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