Tyler Borosavage

Marketing Associate

This Week in Digital Strategy 11.8.13

Marketing Associate

Happy Friday, everyone! Twitter becoming a publicly traded company wasn’t the only news to make headlines this week. We have rounded up great insights into the world of digital strategy. This week we have compiled some great articles on how to use social data across your business, how to enhance mobile marketing through personalization, and why brands aren’t focusing enough on mobile. We also cover how Google is using their homepage to encourage social sharing.

 

 

Google uses Home Page to encourage social sharing

 

One word comes to mind when thinking about Google’s home page and that is, simplicity. That has been a staple for their success over the past two decades. One element that they have been incorporating more creativity into is the doodles. Games, artwork, and short video have all been featured on Google’s homepage to replace the Google logo. This week Google put you in a room with French psychiatrist Hermann Rorschach and made you look at ink blots while you are making a search. If this ended up catching your eye you had the ability to share what you saw on social channels, including Google+. Building on last week’s recap, Google is a prime example of taking a cultural relevant event and tying it into their social strategy and in turn increases organic engagement.

How to use social data across your business? via Smart Insights

Analytics is the lynchpin of any marketing strategy. Smart Insights provides a great understanding on incorporating social data across your business. Setting up an analytics package that is tied to your social program will drive data-driven solutions and in turn making better decisions for your business.

It’s not enough to just be tracking the data as you’ll need a plan for analyzing it too. Do you want to do a monthly report? Track everything in real-time? A daily or weekly dashboard checks in? Chances are, this will vary according to the department. Sales teams, for example, will want to see sales opportunities in real time, “Also consider how you’re going to break it down. You should have already decided on the areas of insights you want to look into, so consider how you are going to analyze the data to find those answers. But also be open to finding other insights that you hadn’t planned to find – social data can often reveal more than you first imagined.”

How to Enhance Mobile Marketing with Personalization via Marketing Profs

In the past couple of years consumer’s experiences are becoming more personalized thanks to advances in technology and in-depth analytics. This article explains several different ways to personalize a consumer’s experience on a mobile device.

Everyone today understands mobile marketing's potential to produce business success. Mobile drives 20% of all e-commerce sales, and sales via mobile are projected to increase from $139 billion in 2012 to more than $400 billion in 2015. One vital step toward capturing this potential is personalizing the mobile experience for customers. Mobile is personal, with every device feature, sound, and function customizable. Any marketer will acknowledge the demise of "spray and pray," replaced by data-focused segmentation and targeting. However, though 43% of companies deliver a personalized experience on desktop computers,  only 13% do on mobile.

 

Why are brands not focusing enough of their attention on mobile? via The Drum

Mobile is a central theme of this week’s post. Incorporating mobile into your marketing strategy will help to increase the overall reach of your marketing strategy. This article does a great job of saying how marketers are now taking a holistic approach (SMAC Stack) to developing a marketing strategy by incorporating multiple technologies and how mobile needs to be a focal point.

Whilst many brands are truly engaging with mobile, clearly this is not across the board. I believe a key reason behind this is tracking. Unfortunately mobile has yet to be integrated into the traditional digital tracking solutions that are concerning brands, and confusing many planners. Brands are keen to gain a holistic view on their digital spend and with mobile being separate this makes obtaining this harder to achieve. Thankfully 2013 has seen mobile tracking technologies advance a great deal, which in turn should ensure mobile marketing becomes part a more integral part of brands’ marketing strategies.