Omniture And Facebook Partner On Add Data
March 4, 2010
Online analytics firm Omniture and Facebook said today they have partnered to offer marketers tools to improve Facebook as a marketing channel.
Initially the two companies will focus on the ability to automate Facebook media buying and access analytics that measure customer engagement on Facebook. The partnership builds on Facebook analytics the companies introduced last year to help marketers join the conversation and have more relevant interactions with their customers.
The partnership is aimed at helping companies more easily integrate Facebook as a marketing channel in an effort to connect and have relevant conversations with Facebook’s more than 400 million users.
“Working with us, Omniture has been able to develop a rich and immersive set of tools that will help our clients better understand the value of their Facebook advertising campaigns,” said Dan Rose, Facebook’s vice president of business development and monetization.
“By creating a single dashboard to plan, deliver and measure campaigns, Omniture can make advertising on Facebook easier and ultimately increase ROI for clients.”
Omniture customers can now use the company’s SearchCenter Plus, a combination of its search engine marketing management application with added functionality for buying Facebook Ads.
In addition, Omniture customers can now generate reports specifically designed to understand ad effectiveness for some of the unique elements of Facebook such as pages and applications.
Omniture And Facebook Partner On Ad Data
March 4, 2010
Online analytics firm Omniture and Facebook said today they have partnered to offer marketers tools to improve Facebook as a marketing channel.
Initially the two companies will focus on the ability to automate Facebook media buying and access analytics that measure customer engagement on Facebook. The partnership builds on Facebook analytics the companies introduced last year to help marketers join the conversation and have more relevant interactions with their customers.
The partnership is aimed at helping companies more easily integrate Facebook as a marketing channel in an effort to connect and have relevant conversations with Facebook’s more than 400 million users.
“Working with us, Omniture has been able to develop a rich and immersive set of tools that will help our clients better understand the value of their Facebook advertising campaigns,” said Dan Rose, Facebook’s vice president of business development and monetization.
“By creating a single dashboard to plan, deliver and measure campaigns, Omniture can make advertising on Facebook easier and ultimately increase ROI for clients.”
Omniture customers can now use the company’s SearchCenter Plus, a combination of its search engine marketing management application with added functionality for buying Facebook Ads.
In addition, Omniture customers can now generate reports specifically designed to understand ad effectiveness for some of the unique elements of Facebook such as pages and applications.
What Happens to Twitter Ad Networks When Twitter Launches Ads?
March 3, 2010
Twitter is expected to launch an ad platform this month (some have speculated this will happen at SXSW). While this hasn't been confirmed, the industry has been waiting for quite some time to Twitter to launch such a monetization model.
That's not to say the industry has been sitting on its hands as it's waited. Third-parties have taken it upon themselves to offer services for Twitter, that Twitter itself doesn't offer. That includes apps of course, but it also includes Twitter ads. 140 Proof is one such company, and it calls itself the "first scalable ad solution built exclusively for Twitter."
"The Proof network aggregates the Twitter client and application ecosystem (roughly 100+ million Twitters users) and then segments users into a dynamic audience that advertisers can buy the same way they buy keyword advertising," a representative for the company tells WebProNews. "Advertisers are excited to final have a mechanism for extended their conversations on the Twitter social network and the Twitter ecosystem is eager to have a targeted, non-obtrusive advertising solution that allows them to monetize their applications while still respecting the ethos of the Twitter community."
The 140 Proof Network features hundreds of advertisers, who the company says are reaching their target markets on Twitter. "Some are large well know brand names that everyone is familiar with and some are small businesses that are trying build their presence on Twitter or advertise in a very local or targeted manner," the rep says.
We asked the company if they think Twitter's ad platform has a chance to damage businesses like theirs and others that have been making a business based on sponsored tweeting (Sponsored Tweets from Izea comes to mind).
"We welcome Twitter to the advertising world," the rep tell us. "Clearly we think that their entrance in the marketplace is a great validation of what we are doing, but we also believe that the market is large enough to support many major players. Further, we feel that our experienced advertising and engineering team, our advantage of being fully operational for months, and our patented, proprietary technology will give us an advantage over all competitors."
Quite a display of confidence from 140 Proof - an advantage over Twitter at Twitter ads? What do you think?
More Email Marketers Using Video
March 2, 2010
Small and medium-sized business (SMB) marketers are becoming increasingly convinced of the positive results of video email, social media and personalization, according to a new report from GetResponse.
Over 80 percent of respondents plan to use video emails in 2010 and over 90 percent of SMB marketers who use video emails report it delivers significant conversion rates.
More than half of respondents said video emails can increase click-through rates. One in three marketers believes video can improve brand image and increase customer loyalty. Over 20 percent of marketers believe that video emails can also reduce support and training costs. Only 4.7 percent of email marketers do no see any benefits from using video email.
"Today's marketers are mindful of the importance of delivering relevant content and one-to-one messaging based on preferences and behaviors," said Simon Grabowski, founder of
.
"It's all about putting the 'human element' back into marketing through the use of video and social media conversations."
Other highlights from the survey include:
- Social media: A 113.2 percent increase in use of links to new messages on social media pages; a 109.1 percent increase in use of sign-up forms on Facebook, etc. fan pages; 88.8 percent will increase share options and 71.6 percent more will place "follow us" links in email messages.
- Personalization: 53.80 percent of SMB respondents said they intend to increase targeting and personalization in 2010; 52.40 percent will try to improve email title and subject line personalization.
- Behavioral targeting: Nearly 75 percent of marketers claim that behavioral targeting can result in significant or moderate increases in email marketing effectiveness. Only 2.8 percent did not consider behavioral targeting an effective practice.
