Finally, Most Brands Measuring Social Content Effectiveness

Re-posted from eMarketer

Social media provides brands with another channel for content sharing. But as this becomes the norm, content marketers are looking to the next step in the process: measuring the effectiveness of this content. Based on an April 2014 study conducted by Ipsos OTX for the Association of National Advertisers (ANA), the overwhelming majority of brands are now doing so.

According to the research, 80% of US client-side marketers measured the effectiveness of their social content, with social media metrics such as “likes” the most common. Usage statistics—daily or monthly active users, for example—fell in the middle of the list. Meanwhile, metrics that could identify business ramifications were not used nearly as much, with financially based measurements such as return on investment and sales landing near the bottom.

While most marketers were measuring social content effectiveness in some way, ANA noted that they were still using soft metrics vs. solid metrics, indicating further room for growth.

May 2014 polling by Contently found that these soft social metrics weren’t just common for measuring content on such platforms—they were also among the most popular ways marketers were measuring content marketing success overall. Nearly two-thirds of US content marketers said they used social shares and “likes” to determine success, the second most popular metric. Conversions and sales fell at the low end again, cited by 42.1%.

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US Mobile Ad Dollars Shift to Search Apps

Re-posted from eMarketer

Google loses share of $9 billion US mobile search market; Yelp emerges from the pack.

Mobile advertising in the US will total $17.73 billion in 2014, with mobile search spending accounting for more than half of that total, or $9.02 billion, according to new figures from eMarketer. By 2018, we estimate, mobile search spending will reach $28.41 billion, or 85.9% of the US digital search advertising market.

eMarketer’s definition of mobile search advertising includes paid ads served by search engines, search applications and carrier portals to all mobile devices, including smartphones and tablets.

As smartphone and tablet usage continue to increase, users are becoming more sophisticated, blurring their mental division between browsers and apps. Mobile marketers are responding to the fact that mobile search behavior is becoming less comparable with its desktop/laptop counterpart, and as a result, the market for mobile search advertising continues to fragment.

“Even though browser-based search is a common behavior among mobile owners, search engines are not necessarily the first place smartphone and tablet users turn,” said Cathy Boyle, senior analyst for mobile at eMarketer. “The explosion of mobile app development and usage means mobile users have more—and more specialized—alternatives for finding information.”

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