Digital Marketing

All things online marketing.

TwitterUsersCaptureSo, Twitter reported interesting results yesterday. The active user count rose 18% to 302M.

The company further reported that 80% of users access Twitter via their mobile device. Really? That’s it? I’ll bet my usage is 99% mobile.

Sales increased 74% year / year to $436M. Unfortunately, between January and March 2015, $162.4M has burned off the company’s books.

Bummer for investors as the stock declined 18%.

Excerpts from Peter Bernstein’s article – Thanks for the quotes!

My thanks to Peter Bernstein for a great article. It’s always good to have a discussion with someone else that remembers what the taxi line was like at Comdex in 1986. Jacob Javits Center..wow, not a good time.  And yes, we have both been around the block..uh..twice!

Optify Report Says Google Dominates B2B Search and Twitter Outperforms Facebook on Lead Generation

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In the statement announcing the study, Doug Wheeler, CMO of Optify stated that, “Google has long proven to be the uncontested leader in the search market, and as our research shows, that authority will only continue into the foreseeable future.”

He further noted that, “With such a clear domination of search, we believe that marketers should diversify their marketing programs beyond organic search. It will come as no surprise if Google decides to monetize elements of its organic search data such as referring keywords, access to analytics or other, currently free services, leaving marketers no choice but to adhere to its terms.”

Wheeler had me with the word “monetize.” In fact, it prompted a call where I asked him for more insight on the findings. He congratulated me that my previous article was on the right track. He noted however, that Optify had hard data that the situation is “worse than you thought.” He went on to caution that the trend of an increase in “not provided” because you did not pay, and hence traffic was blocked, is laying the groundwork for what I have characterized as Google being a not insignificant (and possibly not inexpensive) tollgate on the Internet.

Back to the issues revealed by the study. Reality is that because of Google’s dominance, and the seeming lack of a disruptor, as Wheeler explained, “You are likely locked into Google as a customer and they are going to make you pay for the data.”
In short, traffic information at a high level is interesting and you need it, but the underlying data and analytics behind it are what are very valuable to marketers always on the search for more perfect data to fine-tune their efforts. And, because they are intrinsically valuable they will be something you have to pay for. You probably do so sooner rather than later.

It also means according to Wheeler that, “Because social media as we found is not great on referrals, content marketing and SEO are going to be harder work than ever before, and Google is likely to continue to adjust its algorithms.” He did say that such adjustments are not just based on locking in customers and positioning them to pay for value added, but also because the goal of business intelligence is to hopefully make tools continuously smarter and hence even more valuable for you the marketer and by extension Google.

I also wanted to share a few of Wheeler’s words of advice if you are putting together a marketing program. He said the study uncovered the fact that, “Things that bring traffic to your site are not highest converters.” Concentration does need to be on diversity with the understanding of:
What brings traffic to your site? What gets them to opt in so you can further engage them? Realization that social media may be valuable for getting awareness, and consideration, but it has yet to prove itself as a means for conversion.

Wheeler in fact stressed the fact that e-mail is the way to convert people. He said, “Use others to opt in, but convert using email. Work the funnel.”

FORBESThe industry began taking notice in 2011 when Google rolled out a consumer privacy update which discontinued access to keyword information and website analytics packages. According to a recent study by digital marketing software company Optify, more than 57 percent of websites run Google Analytics, accounting for about 30 percent of all searches and nearly 40 percent for B2B sites. What does this mean? For any user logged into Google services, the search terms they enter are excluded from the referral information. While seemingly benign at first glance, the change negatively affects thousands of sites and companies that daily rely on this data.  See the full Article

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