Content Marketing Ranked By Return On Investment

March 7th, 2013

The education marketing company worth its salt knows about content marketing. Not only is it an attempt to create authority to help search engine rankings, but also content helps convince potential customers about the value a brand can provide to their lives. One of the big problems with content marketing is its expense in relation to the pay-offs, both immediate and long term. A new study by eMarketer helps break down content types into a ranking of which offers the most ROI (Return On Investment).


Photo by  jrhode

The good news of this study is that it panned out as hoped. Feature Articles are considered the most effective method to create content and create value. This makes sense because an article can best accomplish what content is supposed to do: create an authorial leadership. Video is the second most effective and white papers finished as the third most effective method of content marketing. Data such as this one are helpful for the agency that engages in content marketing strategies. The most effective are also the most difficult and require the most investment, but this will help convince clients that the cost is worth it.

Which Content Marketing Tactics Get the Best ROI.

Amazon Opens Its Mobile Advertising Unit

March 6th, 2013

Amazon has now released an API for developers of its soon to come mobile advertising unit. For the social media agency this is good news because Amazon is sitting on years of data of actual purchases. It is the only other dataset that is as large is Facebook’s and it is about what people actually purchase and not what those users profess to like. There is every reason to believe that Amazon’s data set is better because it reflects not only how users prioritize their purchases but also because Kindle users tend to be avid consumers.


Photo by topgold

So far there are only two types of ads. One is a static banner ad and the other is dynamic where a mouseover expands the ad into rich media. The release of the API comes on the heels of other Amazon developments for its Kindle device platform. The digital agency should look into these new advertising units. The prices may not be worth it, but over time Amazon will figure it out to make the ads competitively effective.

Amazon Takes More Steps Toward Building A Mobile Ad Network With An API In Beta

Apple’s iWatch On The Way

March 5th, 2013

There has been speculation about it, but now it is official: Apple will be releasing a watch. iOS will power the device. This is important because it will not be the software that powers Apple’s current Nano themed iPod, which already resembles a watch. Specifics about the watch’s abilities are not known, however, being powered by iOS does provide some clues about its abilities.


Photo by gspidermac

The modest speculation about the iWatch is that it will be a mere Bluetooth screen for an iPhone in the user’s pocket. However, a simple Bluetooth extension would not need a complex operating system. Even if that speculation is true it will be a boon for the digital pr firm. Many people still look at watches to tell time, even their cell phone is more accurate. Being able to overlay digital and connected information onto the watch will help increase the visibility of what is seen normally on a cell phone. Maybe a clock that also displays a Facebook feed or, even better for the digital advertiser, a clock that also displays an ad based upon a user’s location and the time (think of breakfast ads for the dinner across the street being automatically pushed). The possibilities for the digital brand are nearly limitless and that is with the modest speculation about the watch’s abilities. If the watch turns out to be nearly a fully functioning iOS device, then the digital pr firm will have many more opportunities to increase its visibility.

The iWatch Is Coming, And That’s About All We Know.

“Returned Value” Metric Accidentally Revealed

March 4th, 2013

Even though the reveal was a mistake, the cat is out of the bag about a new metric for Facebook Page administrators. The new metric is Returned Value and its reveal was an accident. Some administrators were accidentally given access to it, but that access has now been walked back. The metric measures returned value on ads or sponsored stories within 24 hours of being seen. When the metric will be released to the public is not known and when asked further questions Facebook issued an apology for accidentally revealing it and then offered no further discussion.

Photo Credit: Graphic Vibe

The digital marketing agency needs to think about this new metric. When it is released it will be easier for the client to note the value of ads and sponsored stories, at least the value as calculated by Facebook. This will possibly become an important way for the client to double check the social media agency’s efforts and billing. This move will force the social media agency to become more transparent. To make clients happy it would be prudent for the agency to become transparent before this happens and the agency appears forced into it.

Facebook Accidentally Rolls out Returned Value Metric

Instagram Now a Full Social Network

February 7th, 2013

Instagram had been a limited service only on mobile devices using the Instagram app. On Tuesday, however, that changed as Instagram is now available to PCs via web browsers. Because of the social component to Instagram that means it is a new social network and one, like Pinterest, based completely on visual models.


Photo by: BrentOzar

Like other social networks there is a newsfeed. There is also an ability to share pictures, which is the same as liking a picture and a commenting function is available on each picture as well. Some things are missing such as an explore function. An interesting addition to the newsfeed is a significant chunk of blank real estate. The speculation is that Instagram will be bringing in advertising. This is the real gain for the internet marketing firm. A new advertising exchange will help increase the available inventory on the web. The social and visual components should help make that advertising successful. The internet marketing firm can also use Instagram the way other social networks are used, as platforms for clients and brands. We must wait for more details to see how effective the service is or how effective they want it to be, but for now it is an encouraging debut.

Instagram No Longer A Mobile-Only Social Network: The Feed Makes Its Web Debut.

Facebook Building a Location Tracking App

February 6th, 2013

There are reports that Facebook is building a mobile app that will track a user’s location, even if the app is not open. The justification is so Facebook friends can easily find each other when they are nearby. The app might also allow people near each other to recognize that they have some shared interests and hence might be good Facebook friends. The app is rumored to debut in March. There has not been any confirmation of the project from Facebook, although Zuckerberg has said that mobile apps are now the priority for Facebook development teams.


Photo by: Johan Larsson

The social media marketing agency should tread carefully with this application. If there is no opt in feature (other than downloading), then it may anger privacy enthusiasts more than it is worth. It would be nice, however, for stores to have an ability to see who is in their stores or even nearby and then link up to those people. The amount of data collected from this app would be significant and useful because knowing where people actually go instead of where they would like to go is a significant difference. Before tapping into or contributing to this data the social media marketing agency should watch and see how the privacy concern is treated, especially as Facebook’s credibility about privacy concerns is waning.

Facebook Is Said to Create Mobile Location-Tracking App

Google Links AdWords Express to Google+

February 5th, 2013

A recent update has been noticed for Google’s AdWords Express. An advertisement now appears on Google+ to bring people into the circle of a brand. One of the features of the new advertising units is to promote a brand’s local Google page as the landing page. Besides the new integration with Google+ there are some other new features to AdWords Express.


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This is all an attempt to revamp AdWords express to appeal to brands new to advertising. It seems unlikely a digital marketing agency would consult this new advertising feature; in fact, it seems to be Google’s attempt to keep brands from consulting an agency for outside assistance. The digital marketing agency then needs to keep track on the program to better compete against it. The social media agency could counter the ease of the new service by bundling its services together and touting a service which creates a homepage and then uses as an advertising platform as a superior product to AdWords Express which does not require the advertiser to have a web page.

Google Promoting AdWords Express In Google+ As Way “To Get More Followers”

Facebook Now Has More Mobile users Than PC Users

January 31st, 2013

Mark Zuckerberg, the CEO of Facebook, announced on Wednesday that for 2012 Q4 Facebook had more daily users on mobile devices than there were users on PCs. Not only were the numbers very large but mobile advertising accounted for over 23% of Facebook’s revenue for the same quarter.

Photo Credit: Anthony Quintano

This news has two enthusiastic impacts for the social media agency. The first is the increasing profitability of mobile advertising. Part of the reason it is so profitable is because of how effective those ads are. Facebook ads were already some of the most effective ads, but on mobile devices they are even more so. Another benefit of this mobile trend is the increasing simplicity of using the social network. More and more mobile devices are being used for social networking and social networking is taking up more and more timeshare of a person’s time on a mobile device. The digital media agency is living in the beginning of a boon time for its missions.

Facebook: Mobile Daily Users Exceed PC Users

Similar Web Measurement Service Is Now Love

January 30th, 2013

Similar Web had been known for making a suite of browser plugins that would recommend similar pages to users. It was a useful service but now a round of venture funding has been completed that will make it more important to the digital media firm. The new service is a web ranking and measurement tool, much like Alexa. The goal is topple to Alexa and provide more than one authority for web measurement and ranking.

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Part of the excitement for the new service is because Alexa is losing some of its authority to certain groups. For the digital media agency that agrees with this assessment of Alexa, then this is great news. Unlike Alexa this new service will offer more than just rankings. Users will be able to look into specific metrics (traffic sources, organic rankings, search rankings, etc..) to see how web sites compare to one another. This will be helpful for the agency that is trying to determine authorities in certain areas as well as measure performance for clients.

SimilarGroup raises 2.5 million to take on Alexa’s (often terrible) Web Rankings With its New SimilarWeb Service.

Amazon To Develop A Siri-like Alternative

January 28th, 2013

Amazon recently purchased Ivona, which is a company that specializes in text-to-speech functionality. The technology is already somewhat at play in Amazon’s Kindles. For now the functionality is the opposite of Apple’s Siri aimed at the vision impaired Kindle user. However, those functions were part of the Kindle family already, so then, why is Amazon only now purchasing the company? The speculation is that this marks Amazon’s first foray into developing Siri-like functionality by allowing the Kindle to be used in a hands free environment.

Photo by ILRI

This will be an interesting development for the social media agency. Many social media agencies do not consider the Kindle family as a tablet. While some of them do have tablet functionality the name Kindle seems to stymie development or incorporation into their campaigns. Creating a hands-free environment will help vault the e-reader into the tablet realm even if it is merely a lack of understanding on the user’s part.

Opening up the range of tablets, especially a non-iOS based tablet will help brands diversify and create new creative content for campaigns. Many people use Kindles as e-readers and opening up those experiences to a hands free interaction will help make the e-reading experience a richer environment.

Is This Kindle’s Siri? Amazon Buys Speech-Recognition Firm Ivona