WOW Digital Marketing

Words of Wisdom for New Business Entrants


Digital Marketing Review: Which is the Best Social Media?

By Maija Daujate

(Image of the book-face by

Situation on the social platforms is constantly changing. Therefore some stats and other facts may help you while choosing a social platform when starting your business.

Digital Marketing Review: Networks We Love



As AdAge reports, bout 25 million web pages on Facebook belong to small and medium businesses. There are about million advertisers in total. However, it turns out that the number of users on Facebook had reduced by 3% at the end of the last year. Facebook has engaged about 84% of internet users globally, but its popularity is melting. About 60% of Facebook account owners actively use their accounts. Hardly any site would be able to beat this record. The decline, while other social sites are flourishing, allows us to think that Facebook is slightly tired. Therefore it wishes to turn 25 million business pages into advertisers.



The same situation is with YouTube. It also has shrunk by 3%. But it still is in second place in the world and unites 60% of internet users of whom just 40% use accounts regularly. However we don’t know how many people not logging in actually use YouTube as a source of information and visit it daily.



In contrast, Instagram (in volume – one third of Facebook) – a site for sharing photos with a community – has grown surprisingly swiftly – by about 23%. Instagram unites 22% of internet users and half of account owners use it on a regular basis. Apparently, it is a norm if at least 40% of users are active. Of course, Instagram can try to attain the Facebook’s 60% level which still is the phenomenon on the social media landscape. In fact, Instagram belongs to Facebook, so transposition may happen due to the flow of customers from Facebook to Instagram.



Twitter has grown slowly by 2%. However, it comprises over 50% of the internet users market of whom more than 20% are active.



Another surprising fact: Reddit – the American site established in 2005 and publishing almost everything, starting with Obama’s comments and including weird and funny things – has grown by 13%. This is the second fastest growth result in the world. At present, Reddit accommodates just about 10% of world internet users and about 4% of them (presumably young Americans) use the site regularly. The fact that the owner of Reddit also owns Vogue and the New Yorker makes us think that Reddit might be a good place to research American consumers, if you wish to find new ideas or even new markets for business.



The third fastest growing site on the list is LinkedIn which has grown by 9%. The site has engaged 30% of users, 10% of whom actively use the page. LinkedIn became popular due to the business style. It is a place to find business partners and employees, and to manage your brand, because search engine optimization is sensitive to publications on LinkedIn. To make an impression to society you have to have 500 and more connections on Linkedin.

By the way, Google+ has grown by 6% and in terms of ownership and active usage has almost reached the volume of YouTube. This happened apparently due to the difference between Google+ and Facebook. As Forbes says, you can join Google+ as a brand, not just as a person. You can group by interests and organize discussions in what is a unique feature. In total, along with Google+ there are many Google platforms and all of them form a system where platforms support each other. This makes Google+ attractive for businesses.



Pinterest has approximately 18% of the world internet users, half of whom are active. It has grown by 6%, which is just average speed for a social site. As Forbes and Shopify report, orders gained from Pinterest are larger than from Facebook or Twitter. Activities on Pinterest have much longer impact. Every pin works about 2.5 – 3.5 months.

Global penetration of social platforms

Global penetration of social platforms

Changes in active usage

Changes in active usage

(Statistics from GlobalWebIndex data on

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As NYU Professor Scott Galloway says, there are two statistics which show the power of the social platform: the size of the community and the engagement rate, which comprises such factors as likes, comments and other engagement facts. Thus, Instagram, having 200 million users and 1.5% engagement rate, compared with Facebook’s 1.2 billion and 0.1% engagement rate, becomes the most powerful social platform in the world.

Another fact: Ad Age believe that Twitter is overvalued. This is based on an IBM analysis of commercial websites, the traffic they got from social media platforms and the percentage of the traffic that generated sales. Working with large enterprises IBM didn’t find any levels of conversions from the traffic which comes from Twitter.


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Content driving business and emotions

By Maija Daujate

(Image by Forbes magazine: Madonna will sing until the year 9328…)

Content has been a buzzword amongst marketers over the last number of years. Buzz quite rapidly raised and turned into the content revolution. Can a start-up boost a business using the content with emotions?

By Marianna Palumbo

By Marianna Palumbo

The main purpose of content is to drive traffic to the company website and ensure conversion. Amongst all content formats, videos give the highest conversion rate and ensure leads or sale. They also boost search engine optimisation for the company website. Therefore content strategy has become central in the digital marketing. Amongst a variety of formats video is the most popular one.

Business and Emotions: Emotions Win

Buzz with content happens in conjunction with brand values. Any brand, product or service contains two contrasting values – rational and emotional, which can be combined in different ratios. An ideal combination of those can provide success to a product. Thus, marketers use either a more rational approach communicating the product with the customer, or a more emotional approach. The rational approach, along with simple educational videos which are quite in demanded, includes some fresh formats, such as infographics which recently became popular in digital marketing.

Currently there is a huge shift towards emotionality in all aspects. Thus, the highest demand in marketing is for formats with an emotional hint. Arguably, it happened after peak recession which caused a demand for strong positive feelings. Now, consumers like never before seek entertainment, laughter, light-heartedness and joy. We can see it in how people share this kind of information on social platforms. Recently, successful content strategy is all about creating a light emotional atmosphere with positive and surprising or funny elements. Even infographics – the new type of rational formats became popular due to their visually and emotional appeal.


Funny infographic from Cmadigital

Temperature of emotions

WARC trend pages , providing trends, research and other very important stuff for marketers, allow us to observe what happens with content and the level of emotion over several years. Year 2011 was a year of the Big Idea when storytelling became the most popular digital marketing method. Nostalgia marketing and interactivity are amongst the main trends represented by WARC in 2012. Nostalgia indicates that consumers feel in some way tired. At the same time, they seek to share their feelings, so social platforms should be the best place for this. Though, the temperature of nostalgia could be very different. For instance, there was a very nice original nostalgic BMW X3 ad with Irish music at the background on YouTube last year, showing a family driving the car in a beautiful Irish countryside. But seems that the temperature of emotions in this ad was too low for social platforms and the video ad unfortunately disappeared from YouTube. At the same time, another non-commercial video made in an amateur format, with a much higher degree of emotion and with nostalgic hint, has been viewed more than 14.5 million times over three years (see below). Thus, more emotions means more customer activity.

Video: World’s most beautiful marriage proposal; 14.5 million views and more that 71 thousand likes.

According to WARC trends 2013, marketing shifts from brands to consumers becoming seriously social. For business marketing – getting social means listening to consumers and getting more emotional, as consumers more likely seek and share just emotional content. Therefore marketers try to emphasize the emotional value of brand and connect this with the emotional factor of consumers. In the result, WOW factor appears as a new marketing trend at the end of 2013. This means that content marketing reaches the peak of emotions.

Video: BMW M5 short movie directed by Guy Ritchie. Starring Madonna; Published on 24th of March 2013; After a year 16786 views and 60 likes.

WOW factor has to become more sophisticated in 2014 in the light of polarisation – the new marketing trend. Thus, contrasts will enhance and emotional versus rational will be stronger. Expensive immersive content will exist along with cheap and quick content, according to WARC.

It is interesting that cheap home video can be shared by audiences much more readily than can the expensive. The video below have viewed more than 689 million times. It is not a new video, but it still works on all digital platforms, and the high-budget videos less likely would have reached that sharing level.

No-budget Video: Charlie bit my finger – again; 688.5 million views and more than 1.2 million likes.

Implications for a small business

The hardest thing for a start-up business could be finding its humorous side. However it may be useful for creating the first digital marketing campaign. Happy and funny video content may help you to engage your audience on the social platforms.

Here is a plan of actins and some suggestions:

    • Think about the rational and emotional values of your product or service.
    • Find your audience on social platforms, watch and listen to it. Try to understand the degree of its sense of humour.
    • Figure out the touch-points between the emotional values of your product or service and emotional factors of your audience. How can the audience be entertained?
    • Start your storytelling: create the story which you will tell your audience. It should be to some degree rational but mainly emotional. Don’t forget nostalgic and WOW factors. Take in account that just about 1% of likes of the emotional content on social platforms could be converted into sale. To get a higher conversion rate you have to produce much more emotional content. Anyway, emotional content which collect a big number of likes boosts your brand awareness in the customer perception even if with no conversion.
    • Use the planning approach: Set a strategic goal for each social platform; Set SMART objectives to reach each goal; Subscribe with Google Analytics to see the impact of your activities on social platforms.
    • Don’t neglect a low-budget video; Use creative approach to reduce costs.
    • Be inspired, go ahead and use your story on social platforms.

Small budget video ad: Tesla: Modern Spaceship; Published 14th of March 2014; On 20th day after publishing 362.4 thousands views and 4326 likes.

Big budget video ad: BMW M5 bullet; Published in June 2012; More than 5.2 million views and 29029 likes.



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Objectives vs Goals: Do We Need Both of Them Starting the Business Online?

By Maija Daujate

Goals and Objectives can cause confusion because online and offline these terms often have been used differently. Dave Chaffey, the author of several academic e-business and e-marketing books and co-founder of the digital marketing theory provides clarity in this case.

Where are  Objectives?

Where are Objectives?

Goals vs Objectives: Online and Offline

If you are starting your business – any – clicks, or clicks and bricks — have a glimpse into any business or marketing management book. Let’s look into the academic textbook Corporate Strategy for Irish Companies (Gallagher, 2011). It suggests that you have several criteria to decide at the beginning, such as your mission statement, vision, goals and objectives. It clarifies that goals represent your strategies at the corporate level, but your objectives represent the desired outcomes to be achieved and therefore should be SMART – an acronym for being Specific, Measurable, Actionable, Realistic and Time-related. This is a basic system which helps to keep your business in track in any environment, online or offline.

However, searching for marketing topics online you will find that more often there are smart goals instead of smart objectives and sometimes there are no objectives, just goals. The situation online seems to be turned upside down and if you aren’t a specialist on this field yet you may get embarrassed. Therefore the question is: Objectives and Goals – how do they work online?

Let’s Ask the Expert!

It was quite easy to reach Dave Chaffey online. He always participates in conversations on his SmartInsights pages and if you are registered on this site you can start to speak to him. He answered almost instantly. This made me excited, because a couple of years ago I wouldn’t have even dreamed that I could reach such a renowned expert that easily.

My question was straightforward:

Me: “Hi Dave, as I know there are broad goals and specific objectives in business. At the beginning we set a goal showing our intention and then we set specific measurable objectives specifying things we want to achieve. Am I right? Why is it vice versa for the digital marketing?”

Dave: “Hi Maija, that’s right broad goals and specific SMART objectives – some say different. Perhaps it’s not helped that confusingly, in Google Analytics, goals are specific quantifiable metrics which are often used as KPIs and link to specific objectives. Even Avinash Kaushik of Google acknowledges this can be confusing in his post where he defines goals and objectives.

But that’s the way it should be:”

Goals and Objectives

The image from (Chaffey, 2013)

Dave Chaffey’s goals and objectives hierarchy, as his diagram shows, match with what is in the classic business management theory which states that goal is an intention behind the decision, but objective – anticipated end result of activity there.

Does It Really Matter If we Change Objectives for Goals?

For people who specialize just on the digital marketing, maybe not. They don’t really have responsibility for all processes of the whole business. They act on the digital layer – the top part of the iceberg called Business and Marketing – and focus on KPIs (key digital process indicators). All their game is played on Google Analytics and similar analytics instruments.

But if you are starting your own business and you wish to integrate digital marketing into your marketing plan, you take every word seriously, wherever it is said – online or offline, and you need clarity and consistency for all terms used. Otherwise, there could be a feeling that digitalists play their own game and there is no consistency in what they say all along with marketers.

By the way, the Oxford dictionary primarily associates goal with sports. ‘Goal’ sounds informal and energetic. It may explain why this term is chosen by Google and why it is more popular amongst digital specialists as a market segment.

Anyway, see the video:

In the Future: Goals vs Objectives?

WARC, a major site which provides trends, ideas and evidence for marketing people suggests that there is a “shift away from digital as a separate discipline, and a renewed emphasis on core brand-building programmes” (Tiltman, 2014). Thus, we can expect further more intensive integration of digital into conventional marketing and the goals and objectives of both may be married.


Chaffey D. (2013). Why and how you should define goals vs objectives carefully; 8th of; Available at: [Acessed:10th of March].
Chaffey D., Ellis-Chadwick F., Mayer R., Johnston K. (2009). Internet Marketing: Strategy, Implementation and Practice. Harlow. Pearson education Limited.
Gallagher G. (2011). Corporate Strategies for Irish Companies: Text and Cases, 2nd edition. Dublin. Institute of Chartered Accountants in Ireland.
Tiltman D. (2014). Warc Trends: Toolkit 2014 – How to keep your brand ahead of the competiton. WARC com ; Available at:; [Accessed: 1st of March 2014].