Measuring Mobile Marketing Requires Different Metrics

mobile marketing measurement metrics

Photo credit: Garry Knight

Mobile internet access has changed customer behavior and marketing strategies. Marketers are placing a priority on mobile, investing more in new technologies and strategies. But, while progressive marketers adapt to mobile behavior, their measurement practices lag.

Many suffer from organizational confusion and lack of resources, according to a Forrester Research study. Citing lack of resources, only 10% of marketers consider their organization to be mobile savvy. Many also struggle with mobile advertising, including testing, creative and measurement. Only 37% spend more than $50,000 a year on mobile advertising. Only 17% say they have used mobile to transform their overall customer experience, and 47% view mobile as merely a scaled down version of other online activities, the Forrest report states. Many businesses are just starting to build mobile websites and apps that cater smartphone-toting customers. Many face organizational hurdles. Continue reading

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How PR Can Attempt to Correct Journalists’ Mistakes

PR correcting journalists mistakesSooner or later, a reporter will make a mistake when writing about your organization. Mistakes may have become more frequent as newsroom staff reductions increase journalists’ workloads and digital publishing puts even more pressure on writers to be the first to publish online.

Many mistakes are never corrected. A Nieman study of 10 daily newspapers found that 97 percent of mistakes went uncorrected. People often don’t complain because they believe the mistakes won’t be corrected. In today’s media landscape with multitudes of online outlets, PR may not realize when a news source, blog or commercial website has committed an error about their organization. A media monitoring service can solve that problem by alerting PR when their company is mentioned.

Here’s advice on correcting errors, a delicate but necessary job for PR. Continue reading

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Study: Most People Share Articles They Don’t Read

social media sharing researchMany people who share posts on social media don’t read what they share.

According to a new study by Columbia University and the French National Institute, 59% of links shared on social media were never clicked on and opened. The analysis of 2.8 million shares, 75 billion potential views and 9.6 million actual clicks to 59,088 unique resources revealed that most people share news without reading it.

“People are more willing to share an article than read it,” study co-author Arnaud Legout said in a statement. “This is typical of modern information consumption. People form an opinion based on a summary, or a summary of summaries, without making the effort to go deeper.” Continue reading

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Why Influencer Marketing Is Faltering and How PR Can Save It

influencer marketingInfluencer marketing has become a popular, mainstream strategy to produce brand awareness, leads and sales. In fact, it may be too popular.

As more brands aggressively pursue influencers, the strategy has become less genuine. Costs for branded posts have skyrocketed. Unscrupulous “influencers” pad their accounts with fake followers to demand higher fees from brands. In addition, the FCC is cracking down on paid posts that lack proper disclosures, and Google’s new guidelines can penalize influencers who don’t disclose payments for backlinks. Continue reading

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Time to Upgrade Content Marketing Measurement

content marketing measurementThe time has come to focus on expanding the use of measurement in content marketing and in improving methods and metrics, a new study from Curata asserts.

In its 2016 Content Marketing Staff and Tactics Study, Curata surveyed over 1,000 marketers and identified 29 percent who implement best practices in developing content, building marketing teams and using technology. Those content marketing leaders excel at performance measurement, among other practices, the research reveals.

Of all marketers surveyed, 38 percent assessed themselves as extremely or very effective at measuring the impact of content marketing at the top of the sales funnel, while 56 percent of content marketing leaders said they are extremely or very effective at measurement at that stage. Leaders are also better at measuring content marketing performance for the middle and bottom of the sales funnel; however both groups are less effective in those areas. Continue reading

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Is Return on Investment (ROI) the Best Metric to Measure PR Success?

ROI metrics for PRReturn on investment (ROI) has lately become the metric above all metrics to demonstrate success for PR, because it connects PR outcomes to corporate goals and revenues.

Here’s the thing though. Although everything is measurable – even PR — and there’s a right metric for everything, measuring ROI is not always an accurate or effective way to judge PR. More often than not, ROI is not the right metric to assess the value of a PR program. Continue reading

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How to Measure the Value of Press Releases in 2016

Despite the much-publicized demise of print media, press releases remain one of the most important weapons in the PR arsenal. PR can share news releases on social media, distribute them to bloggers and other influencers interested in the company’s niche, and post them on company blogs and websites, which win top billing on Google News.

PR pros believe brand awareness and sales increase after they issue press releases. The hard part is proving that value to senior management. Media monitoring and measurement services help PR overcome that challenge.

“Thanks to better monitoring and tracking services, tracking the true ROI of a news release has never been easier,” writes Serena Ehrlich, Business Wire director of social and evolving media. Continue reading

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