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Facebook has hit back against Forrester, after a report from the research firm claimed the social network has ‘failed marketers’ by neglecting brand pages in favour of paid ad tools. Last week, Forrester Research released the results of a UK study of 395 marketers in the UK, US and Canada.
It concluded that Facebook "no longer supports social marketing" and now follows a traditional ad selling model it once disparaged.
Forrester claims Facebook has failed to live up to a claim made in November 2007 by its chief executive Mark Zuckerberg in a speech on Madison Avenue, in which he predicted his company would lead a revolution in marketing. The Forrester report claims Facebook no longer disagrees with the "push" model of advertising because it delivers tens of billions of display ad impressions every day, which accounts for as many as one-third of all display impressions delivered online. Facebook also no longer supports "social marketing" because Facebook only shows each brand’s posts to 16% of people who have volunteered to sign up to that brand’s messages, according to Forrester. The report also criticises Facebook for upgrading its paid advertising tools every month, but doing "little" in the past 18 months to improve its "unloved" branded page format.
The 395 executives surveyed ranked Facebook as offering the least business value than any other digital marketing opportunity, while 51% said they were satisfied with Facebook as a partner, placing it behind Google, Yahoo and Microsoft.
In its response, a Facebook spokesman said: "While we agree that the promise of social media is still in process, the conclusions in this report are at times illogical and at others irresponsible. Facebook is questioning the survey because it believes a group of 395 marketers from an unknown group is not indicative of its business, which has more than a million active advertisers. But while lots of marketers spend lots of money on Facebook today, relatively few find success. First, your company focuses too little on the thing marketers want most: driving genuine engagement between companies and their customers. Second, your company isn’t good enough at the pure advertising business onto which you’ve shifted your focus. I believe there’s still time for Facebook to refocus its efforts and realize its enormous potential. Two researchers Mark Graham and Stefano De Sabbata at the Oxford Internet Institute mad use of Alexa to determine the most visited websites by Internet traffic. The growth trend of the digital marketing show is impressive and continues to write a promising history. Data and online privacy is a big topic, especially in Germany where the National Security Agency (NSA) did their research without anyone knowing of it. The team from Baynote has published a great infographic which illustrates the privacy issues of the different platforms. These days it is easier than ever to position yourself as an expert in your field…even if you are not actually an expert. The first thing that you should do, when figuring out whether or not a source is trustworthy, is to check out their background. Basically, when you want to know whether or not a source is trustworthy, you need to do a little “leg” work. This is the main finding of a recent study conducted by MPP Global Solutions which tried to figure out which company has the best strategy to be successful in terms of the connected TV market. Although some big companies like Google, Apple and the likes are working on their connectedTV strategy, the user is not there yet.
For companies trying to address the connected TV market, it is essential to develop an effective strategy for the right user experience. A recent research by the SaaS technology company Gigya helps companies and brands to become more social in order to engage more with their customers. The Gigya research states that companies and brands, and obviously their websites, can increase the stickiness of their desired target groups with their website just by encouraging the coming back effect of visitors through social logins. The Gigya’s results illustrate that site owners who implement Facebook Connect, Twitter sign in or Yahoo Login will be the winners. The value of Facebook Connect in terms of giving an option to easily log-in on different other platforms and sites makes people carrying around their social graphs wherever and wherever they are online.
Another interesting aspect is that with social plugins, users generally spend the most amount of time on the site, and page impression increase does obviously follow. Some months ago, we already mentioned the importance of social sign-in processes with a study by Janrain and Blue Research.
According to a new survey issued by Yahoo and Razorfish, 80% of web-enabled mobile device owners say they multitask while watching television. Well, the Yahoo study now states when people are searching for information about products they’d like to purchase, 69% of the study respondents said they trusted the internet. We all know, that consumers do a lot more research today, in the era of Social Media, without knowing how much their Social graph influences their buying behavior.
In some way, the findings are persuasive, in some way those studies should dive much deeper into the modern shopping influence, and maybe ask… How much do you rely on recommendations? And I am asking this as according to a Netpop Research, most of our friends don’t trust Facebook for example. The private exchange is built on Admeld’s core technology, it is an invite only marketplace. The model makes sense for many large European publishers, but the solution isn’t right for every publisher. Today, many companies and brands try to detect the value and a successful integration process of social networking and social media inside their offices.
Talking about the future of TV (with respect to the influence of online) seems to be one of the topics this week. Developers Still Prefer iOS, But HTML5 Coming On Strong (Appcelerator and IDC via e-Strategy Trends)According to the fourth quarter survey of mobile developers by Appcelerator and IDC, about 63 percent of mobile developers are "very interested" in using HTML5 to build their apps. Massive Spike in Mobile Enterprise App Revenue (Strategy Analytics via Mobile Marketing Watch)A report from Strategy Analytics shows that mobile business collaboration, productivity, and process apps went mobile in a big way in 2012. Shoppers Prefer Mobile Web To Apps (Nielsen via BrainSINS)Recently, Nielsen published a report where it’s shown that users prefer to access retailers mobile Web to retailers' apps. Why HTML5 Should Replace Native Apps For E-Commerce (GetElastic)HTML5 will begin to replace native apps in mobile commerce strategies, as Apple’s dominance dwindles and Android and Windows Mobile grow. Mobile strategies that consider the ROI of developing apps, with a long-term outlook, will shift away from native development, though it may take some time to catch on, as the hype around native apps has convinced many marketing departments that native e-commerce apps are necessary. After all, you offer marketers access to the largest audience in media history and you know a remarkable amount about each of your users. In August, Forrester surveyed 395 marketers and eBusiness executives at large companies across the US, Canada and the UK — and these executives told us that Facebook creates less business value than any other digital marketing opportunity.


Your sales materials tease marketers with the promise that you’ll help them create such connections. To do that, you’ll need to once again build bridges between companies and their customers, you'll need to fully leverage social affinity data within your ad targeting products, and you'll need to better listen to the marketers who drive your company’s financial success. Although the findings are quite obvious for some regions like the US and Europe where Google dominates, Facebook has already taken over Spanish-speaking parts of the America, the Middle East, and North Africa. Thank you ladies, you were smart and know why analytics, mobile, social, and content seed the future of brand success. Big Data is still rocking and not yet fully understood in companies in terms of how to make use of it in the future.
While some people might be handling this issue from a legal perspective, many people use social networking without paying attention to what kind of data they might share with friends and foreigners. Somehow, this might result in some scared faces, for some it might be just what they expected.
It is something that more and more people are doing and this can make it really difficult to figure out who the most trustworthy sources of information (and opinions) are.
The findings of the study which was done during an online webinar showed that the respondents were undecided on where the successful future could be found. However, this findings was also mentioned by others with 22% who saw Google-TV and Netflix (17%) as creating the right effective strategy for the future. A recent study by YouGov found out that just 35% of connected TV owners use their devices for on-demand services, with one in four (25%) having never connected it to the internet at all. And if they are doing their job properly, their aim is always to get people from social platforms to their website for a better conversion. And with all these connections our closest fellows, fans and friends find our restaurant reviews, cinema recommendations and places where I am immediately. Companies and brands should think about integrating value-add areas with log-in or comment or Newsfeed functionalities as the later come in first when it comes to spending more time with the site. In that study, 42% agreed that companies offering a social sign-in option “are more up-to-date, innovative and leave a positive impression compared to those which do not offer this capability” on their sites. And we have acknowledged that mobile apps and TV have got TV prime time as the main usage time.
But then again, they shall be believing in what the users of Facebook are saying and recommending. People take their time to evaluate and seek information, and listen to what their social graphs are advising and telling them. Barrett about Real-Time-Bidding (RTB) and the benefit that Admeld can offer to publishers… and advertisers. First, it leverages our yield optimisation engine, which connects to every major programmatic buyer. Silvia Chambie writes about Unicredit’s path of approaching social media strategically. Versus might not be a sports network you know but their commercial engages the audience of those who like their sports offering. In fact, you probably have a laptop and a tablet to go with it, according to Forrester Research. The survey was conducted by analyzing the activity of more than 5,000 users during the 2011 holidays. The ease of maintaining one experience that serves all platforms and the significant cost benefit will make this a no-brainer approach for organizations.
But fewer than 15% of those ads leverage your ever-growing cache of social data to target relevant audiences.
But you must act quickly, before more marketers act on their growing dissatisfaction and start earmarking an increasingly smaller budget share to your company. In case they are seeing the benefit, they still need to hope for a value chain between publishers, agencies and the LUMAscape players to cope with the evolution of adtechnology – and some will still try to find an agency to manage the data for them.
The latest Universal McCann Wave 6 study makes clear that people are quite superficial in handling their privacy on the Web.
If all you can find are blog posts but no actual biographical information or records, you should probably move on to someone else.
This information goes beyond the boundaries of a simple Wikipedia entry (though Wikipedia can be a worthwhile source once in a while).
TV and Internet companies realize the power of connected TV but are still not quite sure what’s the most effective TV strategy to go forward. The MPP Global Solutions study analyzed the current position of the connected TV market as a whole and the major players within the industry. At the moment, users love to do multitasking as we learned from the latest Yahoo and Razorfish study.
Just imagine if users spend four more minutes after a social login – whether it be on the Web, the mobile web, or apps. With a target group of approximately 800 million users Facebook states a case for social sign-in opportunities.
It surprises me that Twitter is only at 10% and LinkedIn just gets 2% although we have over 120 million LinkedIn user.
Well, it seems I should start thinking about integrating social sign-in here… From a comment technology point of view, which option would you recommend? Nevertheless, another 38% „find using mobile devices while watching TV to be distracting“.
This study also finds that 70% of men under the age of 35 have made online purchases on their smartphones, compared to 64% of women in the same age demographic. And in some way it reminded me of a Nielsen study from 2009 and which was referenced so often in my trainings. By using search engines and finding online content to evaluate their purchase options, every deal is much more a win than it was.
A shame that it is difficult to find these insights… Maybe Yahoo will include these and more questions next year?! If we take the Nielsen study into account, then it becomes apparent that marketers have to face a much broader challenge scope than in the past. Second, it has an audience analytics module which enables the publisher to identify their most valuable users.
From implementing OneNet, a social media site, that facilitates „networking, knowledge sharing and online collaboration” among its employees to encouraging people to participate.


On the other, Yahoo comes up with a study that predicts the future of TV will be online, and states the convergence of online and TV is here already. Generation Y (defined as 24 to 32-year-olds) are at the pinnacle of Internet adoption and activity.
For instance, see how social news Zite lets you read an article on through the browser or in the app (an example of how hybrid apps are accelerating HTML5 adoption). Aggregating the access to mobile Web stores and specific retailers' apps, almost 60 percent of the traffic went to the principal e-commerce websites: Amazon, Best Buy, eBay, Target, and Walmart.
Everyone who clicks the like button on a brand’s Facebook page volunteers to receive that brand’s messages — but on average, you only show each brand’s posts to 16% of its fans. And your site’s static-image ad units offer marketers less impact per impression than they could achieve with the ad units other sites offer.
If there was a network with a limitation of 50 words, they would be able to manage it perfectly. The question remains whether people have any idea of to what extent data might be collected. If you are not satisfied with the results you achieve with your visitors, here is some information that might boost your website staying time. And obviously the extention of TV to mobile starts to work: 36% say they go looking for more information related to a commercial they just viewed. Finding and supporting the right brandvangelists in order to spread the message through trusted sources and make information easy accessible will be changing the shopping landscape in the future.
And third, it has the analytics and controls necessary to help them stay aware of buying trends, price effectively and sell only to those they want. One of the latest studies by Forrester claims that RTB is accounting for 8% of the online display ad market in 2011.
They are the most likely to own multiple connected devices (like smartphones, tablets and PCs), and are increasingly mobile. With the app economy exploding, we now see thousands of apps use the hybrid wrapper model to increase the efficiency of building an app and lower the overall development costs. In that time period, more than three-quarters of respondents plan to devote at least 5 percent of their total ad budget to mobile.
And while your company upgrades its advertising tools and offerings monthly or more, you’ve done little in the past 18 months to improve your unloved branded page format or the tools that marketers use to manage and measure those pages. 60% of search traffic, Baidu in China (however, the researcher doubted their leading position in South Korea). Just watch the debate until the end to get their expert view on what you as a marketer should invest in to leverage social media. Looking forward to getting your views on how and what kind of data Google, Facebook, Apple, Amazon and Yahoo collect from you.
The first page of the Google search brings up sources like The New York Times, the Wall Street Journal, Forbes, etc.
More importantly, marketers need to rethink their funnel management in order to create a modern network of shopping enablement which reaches out to the social ecosystem. Generation Y has a 72 percent adoption rate for smartphones and uses them for all varieties of interaction with information and communication and commerce. Seventy percent of respondents believed the fast adoption of smartphones and tablets was the top factor driving up the price of ads on mobile, indicating that mobile penetration is the most important factor determining advertising value. The executives we surveyed said Facebook’s display ads were significantly less effective than the display ads they buy elsewhere online. Do you trust that their opinions aren’t influencing the reporting done by the publication you want to cite? About a quarter of the denizens of Generation Y have tablet computers, like iPads, or Android slates. Two-thirds of buyers cited improved ad formats on mobile as an important factor driving up prices.
They also reported that Facebook ads were less valuable than any other marketing tactic they could use on your site. It simply means that you shouldn’t use it as the reason to make a decision about important life matters. Most respondents believed that the mobile and desktop channels would be comparably priced within the next two years. If all you find are links to Ezine articles pieces, self published Yahoo News Network articles and a blog? Walmart announced that it will sell the iPhone 5 off-contract for a plan that costs just $45 a month with unlimited data, text, and voice, and another that gives you unlimited international calls for more than 1,000 destinations in a bunch of countries for just $60. That creates a whole new opportunity for developers to reach a part of the world that is only just waking up to a reality of always-on and always-there Internet. It's worth noting that native applications are no better than HTML5 applications when it comes to the network. There are three key problems in mobile networking to consider: high latency, unreliable networks and switching network conditions and battery life. Your application still needs to work and this is where the HTML5 networking APIs fall short. To make this work for users, we need to tell the user that everything is done, while decoupling the user interaction from the state of the network request.
One day there will be a HTML5 based API which take these problems into account and solves them universally. This is the second time in the past three years that Starbucks has received this prestigious award, which is an impressive feat in the competitive world of mobile advertising. In recent years, the company has implemented a mobile-first strategy never before seen in the mobile marketing arena. Their approach spans the spectrum from the advanced technology of augmented reality and QR codes, to the more traditional channels of mobile apps and SMS. Facebook is still in the early stages of developing ads for users who access the social network via mobile devices instead of desktops. Features such as Facebook Exchange, which helps companies target ads based on users’ past Web activities, will help boost sales this year.



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