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Digital Marketing Review: Which is the Best Social Media?

By Maija Daujate

(Image of the book-face by angelosaysdotcom.blogspot.com)

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

By fblovepictures.blogspot.ie/

By fblovepictures.blogspot.ie

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.

By webdesignleddger.com

By webdesignleddger.com

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.

By beautifullife.info

By beautifullife.info

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.

By takedesigns.com

By takedesigns.com

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

By reddit.com

By reddit.com

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.

By Freevector.com

By Freevector.com

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.

By Pinterestnews.org

By pinterestnews.org

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 SmartInsights.com)

Ad Age.com Digital Conference

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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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? freedigitalphotos.net

Where are Objectives?
freedigitalphotos.net

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 SmartInsights.com (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.

References

Chaffey D. (2013). Why and how you should define goals vs objectives carefully; 8th of November.SmartInsights.com; Available at: http://www.smartinsights.com/goal-setting-evaluation/goals-kpis/difference-marketing-objectives-marketing-goals/ [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: http://www.warc.com/Content/ContentViewer.aspx?MasterContentRef=d8a8617d-5e0b-4981-a266-0f96dde6a787&q=toolkit+2014&CID=A101049&PUB=WARC-TRENDS; [Accessed: 1st of March 2014].