Social media advertising can be effective, but its impact depends on factors like whether ads are paid or organic, the specific social network, and the product category. Paid social media tends to drive more new customers and sales than organic posts. YouTube and Facebook are generally stronger for introducing products and driving conversions. The impact also varies by industry, with subscription and health/beauty products benefiting more from social ads. Carefully optimizing campaigns across different touchpoints is important to maximize ROI from social media.
2016 Predictions for Location-Based Marketing, Advertising & Commerce Localogy
At the end of 2015 we asked the industry what 2016 will hold for the location-based marketing, advertising and commerce space. Here are the 24 interesting predictions we received from a variety of experts representing companies such as Constant Contact, Dstillery, GoDaddy, Kenshoo, Placed, Yext and many more.
Ambedo Audio is a creative audio agency that helps brands strategically leverage professionally produced podcasts towards full digital campaigns to achieve their business and communications objectives. We're more than just a podcast production studio. We bring high production quality to our audio projects and help brands both large and small creatively package and share them through their channels - social media, email, website, and more - to achieve results. We believe that listening can change the world.
Learn more about our work and how we can help you tell your brand's story and achieve your objectives.
What marketing research needs to know about brand building in a digital ageJoel Rubinson
Presented to Toronto audience for MRIA Netgain 2015 conference. Digital, social, mobile creating marketing disruption triple play that marketing research is out of synch with
FEED: The Razorfish Digital Brand Experience Report 2009 Key FindingsRazorfish
How do consumers engage with brands in an increasingly digital world? That's the fundamental question we set out to answer with this year's FEED report.
Customer Engagement is now becoming a widely used term within Marketing, but what does it actually mean? This presentation aims to clarify what customer engagement is and reinforce the importance of cross-channel collaboration. It focuses on identifying the challenges faced by organisations striving to achieve this level of engagement and how they can be addressed.
2016 Predictions for Location-Based Marketing, Advertising & Commerce Localogy
At the end of 2015 we asked the industry what 2016 will hold for the location-based marketing, advertising and commerce space. Here are the 24 interesting predictions we received from a variety of experts representing companies such as Constant Contact, Dstillery, GoDaddy, Kenshoo, Placed, Yext and many more.
Ambedo Audio is a creative audio agency that helps brands strategically leverage professionally produced podcasts towards full digital campaigns to achieve their business and communications objectives. We're more than just a podcast production studio. We bring high production quality to our audio projects and help brands both large and small creatively package and share them through their channels - social media, email, website, and more - to achieve results. We believe that listening can change the world.
Learn more about our work and how we can help you tell your brand's story and achieve your objectives.
What marketing research needs to know about brand building in a digital ageJoel Rubinson
Presented to Toronto audience for MRIA Netgain 2015 conference. Digital, social, mobile creating marketing disruption triple play that marketing research is out of synch with
FEED: The Razorfish Digital Brand Experience Report 2009 Key FindingsRazorfish
How do consumers engage with brands in an increasingly digital world? That's the fundamental question we set out to answer with this year's FEED report.
Customer Engagement is now becoming a widely used term within Marketing, but what does it actually mean? This presentation aims to clarify what customer engagement is and reinforce the importance of cross-channel collaboration. It focuses on identifying the challenges faced by organisations striving to achieve this level of engagement and how they can be addressed.
Optimizing Audience Buying on Facebook and InstagramBlitzMetrics
Running campaigns simultaneously across different digital platforms should provide advertisers with extended reach into new audiences as well as the ability to reach pre-existing audiences in a more cost-effective manner. This paper aims to measure the effectiveness of optimizing audience buying to deliver value to brand advertisers.
This is the slide deck from my talk at the CHA Megashow 2016. These are predictions about the changes to some digital marketing channels in 2016. Let's see if I am right this year. ;-)
Go to-market Strategy for a Leading Leisure Travel Company in U.KAbhishek Sinha
The attached PPT outlines a detailed behavioral analysis of the consumer journey from research > evaluation > consideration > purchase in the Travel industry.
Taking key insights from travel consumer footprints and their behavior on the key digital channels; a detailed digital marketing strategy and plan has been created to improve your brand's discoverability and desirability.
General Electric Social Media Strategy – Innovative Technology oriented ContentRajesh Prabhakar
GE social media strategy can be called a digital content factory which is a convergence of different social media platforms that allows company and customers publish and share their own content. The company deals with significantly high quality content that discusses the innovations in technology, emerging technologies, explanation and description about existing technologies.
This outlines our goals for our social media strategy for 2010. With this medium changing all the time this will start as a guideline and be updated frequently. We share this with you in an effort to be transparent in our goals as it pertains to pet parents, veterinary partners, industry partners and even competitors.
Engage Smarter, Close Faster: Add a Human Touch to ABMMarketo
ABM campaigns are about making one-on-one human connections despite the impersonal barriers of big business. If you want to cut through the noise, reach your champion and sway a whole organization you need to act outside of the inbox. Join this webinar with TJ Nokleby, Manager of Demand Generation at InsideSales and Daniel Gaugler, VP of Marketing at PFL to learn how InsideSales is using a human touch in their ABM campaign to drive engagement with enterprise accounts.
Optimizing for conversions means your ads are more likely to be shown to people likely to convert. Learn what advertiser controls and how choosing the right goals influence who sees your ads.
Digital is at the core of everything in marketing today. It refers to advertising delivered through digital channels such as search engines, websites, social media, email, and mobile apps. To know more about digital marketing, visit https://gloriouspoint.com/
Emerging seo & digital marketing trends. ebne-Strategy
This presentation explores emerging digital marketing trends and how both SME's and larger businesses can apply them them to improve their digital engagement
App-Centric Operators on the Rise mobile trends_charging_report_h1_2014_lr_...Abdallah Nabulsi
As the evolution of data plans continues, unlimited data plans are becoming an offering of the past. Operators are moving away from actions that degrade QoE such as throttling Internet speed and when usage exceeds the volume cap; they simply charge the overage and maintain QoE. As tablets have proliferated during the last
two years, shared data plans have taken off (especially on LTE networks) and now come with various data sharing options. Data plans are evolving to accommodate
the different devices connecting to the mobile Internet, including tablets, dongles, and smartphones.
Optimizing Audience Buying on Facebook and InstagramBlitzMetrics
Running campaigns simultaneously across different digital platforms should provide advertisers with extended reach into new audiences as well as the ability to reach pre-existing audiences in a more cost-effective manner. This paper aims to measure the effectiveness of optimizing audience buying to deliver value to brand advertisers.
This is the slide deck from my talk at the CHA Megashow 2016. These are predictions about the changes to some digital marketing channels in 2016. Let's see if I am right this year. ;-)
Go to-market Strategy for a Leading Leisure Travel Company in U.KAbhishek Sinha
The attached PPT outlines a detailed behavioral analysis of the consumer journey from research > evaluation > consideration > purchase in the Travel industry.
Taking key insights from travel consumer footprints and their behavior on the key digital channels; a detailed digital marketing strategy and plan has been created to improve your brand's discoverability and desirability.
General Electric Social Media Strategy – Innovative Technology oriented ContentRajesh Prabhakar
GE social media strategy can be called a digital content factory which is a convergence of different social media platforms that allows company and customers publish and share their own content. The company deals with significantly high quality content that discusses the innovations in technology, emerging technologies, explanation and description about existing technologies.
This outlines our goals for our social media strategy for 2010. With this medium changing all the time this will start as a guideline and be updated frequently. We share this with you in an effort to be transparent in our goals as it pertains to pet parents, veterinary partners, industry partners and even competitors.
Engage Smarter, Close Faster: Add a Human Touch to ABMMarketo
ABM campaigns are about making one-on-one human connections despite the impersonal barriers of big business. If you want to cut through the noise, reach your champion and sway a whole organization you need to act outside of the inbox. Join this webinar with TJ Nokleby, Manager of Demand Generation at InsideSales and Daniel Gaugler, VP of Marketing at PFL to learn how InsideSales is using a human touch in their ABM campaign to drive engagement with enterprise accounts.
Optimizing for conversions means your ads are more likely to be shown to people likely to convert. Learn what advertiser controls and how choosing the right goals influence who sees your ads.
Digital is at the core of everything in marketing today. It refers to advertising delivered through digital channels such as search engines, websites, social media, email, and mobile apps. To know more about digital marketing, visit https://gloriouspoint.com/
Emerging seo & digital marketing trends. ebne-Strategy
This presentation explores emerging digital marketing trends and how both SME's and larger businesses can apply them them to improve their digital engagement
App-Centric Operators on the Rise mobile trends_charging_report_h1_2014_lr_...Abdallah Nabulsi
As the evolution of data plans continues, unlimited data plans are becoming an offering of the past. Operators are moving away from actions that degrade QoE such as throttling Internet speed and when usage exceeds the volume cap; they simply charge the overage and maintain QoE. As tablets have proliferated during the last
two years, shared data plans have taken off (especially on LTE networks) and now come with various data sharing options. Data plans are evolving to accommodate
the different devices connecting to the mobile Internet, including tablets, dongles, and smartphones.
Our recap of CES 2014 and the Digital Health Summit:
On the plane ride home from CES 2014, we reflected on this year’s big surprise. It wasn’t a TV (sorry, Samsung), but the massive expansion of the health and fitness section. Not only were there exponentially more booths than last year, but health and fitness was easily one of the most crowded spaces, ranking up there with driverless cars.
With so much innovation in wearable health devices, it’s easy to see where established players and new startups are placing bets. The fact is, the healthcare landscape is shifting at breakneck pace in response to, and anticipation of, changing customer needs, government regulations, and technological advancements. Increasingly, patients are partnering with doctors to manage their health, motivated not just by their wellbeing, but financial incentives. The era of understanding and managing your own health is here, and the innovation is happening. It’s now down to the discipline of designing with people to create the solutions they really need. If we can do this—whether we're deriving meaning from data, connecting patients and doctors, or empowering people to take better care of themselves—we’ll all be better off. It’s about our health, after all.
Instead of creating yet another list of the best health and fitness gadgets at CES 2014, we looked at the trends shaping the healthcare revolution, from regulatory changes to patient and doctor needs. Here’s what we learned.
You can also view the presentation here:
www.comradeagency.com/thinking/the-future-of-digital-health
Easy-to-follow tips for a better user experience.
An effective UX strategy requires advanced planning – but what if you can't spare the time or are handed an existing design? We've highlighted 10 easy-to-follow principles you can immediately apply to improve the user experience design of any digital product.
Balancing Fraud & Customer Experience in a Mobile WorldComrade
Consumers’ reliance on mobile continues to skyrocket in shopping, paying for bills, managing finances and socializing. This poses a great challenge for retailers, financial institutions and technology vendors. Digital account opening is fraught with pitfalls as the identity validation process relies on manual entry of personal information. Similarly account management uses knowledge-based authentication but can add friction to the user experience. How should retailers, banks and merchants integrate fraud protection measures into the user experience with the least amount of friction to the user?
I joined joined Al Pascual from Javelin Strategy & Research in a complimentary webinar to share lessons learned from working with leading companies that have struggled with the issue of fraud and customer experience.
We explored the following:
- Who are leaders in integrating fraud prevention into the user experience?
- Who owns the fraud prevention process in the organization?
- How to overcome legacy design issues that can underwhelm the customer experience and inhibit security measures?
- How to prevent fraud in a low-friction environment, while communicating a security-forward brand experience?
Gen Y consumers will earn 46% of the income in the United States by 2025, but they’re often misunderstood or ignored by financial services providers. This is especially true when it comes to online and mobile behavior and attitudes toward traditional banking.
Understanding this problem and designing to overcome it is critical to our work at Comrade, so we’re pleased to have partnered with Javelin Strategy & Research to publish “The Three Costliest Myths about Gen Y". This report applies consumer data to dispel the myths circulating in financial services today about Gen Y consumers. Beyond exposing pervasive misconceptions, it also explains how to optimize digital and physical touchpoints to attract tomorrow’s most profitable bank customers.
It's Not All Improv: 9 Improvisation Lessons That Can Make You a Better Prese...Comrade
Over the past year, I’ve noticed a shift in the way we present our work and ourselves. As we’ve grown our expertise in financial services and our individual disciplines, we’ve become more comfortable doing what we do best. We’re more natural, friendly and confident. To acknowledge and support this shift, I sought out a way to make us even better at being unscripted.
After vetting various organizations, we invited Chris and Ann from LifePlays to facilitate an improv workshop at Comrade. For a few hours one afternoon, we stepped away from client work, formed a circle and jumped into the fundamentals of improv. By the end of the day, we were applying improvisational techniques to realistic work scenarios. Passing the “yellow ball” and encouraging each other with “yes, and…,” we found inspiration and confidence, and succeeded in helping everyone sound brilliant.
It's been some time since we completed the workshop, but every day we’re embracing the lessons we learned. Our conversations are more balanced and energetic, both with our clients and each other. We’re better at listening and supporting each other to keep ideas bubbling forth.
Through improv we've become better comrades. I couldn’t have hoped for a better result.
Here are some improvisation tips that have helped us be better presenters and teammates.
Social Media Marketing and its importance :-
Social media marketing is widely used in various businesses small business, banking, retail marketing and so on. It mainly focuses on people not products. With the explosion of internet based messages transmitted through the social media, they are now a main factor in influencing many aspects of consumer behavior like Awareness, Opinions, Attitudes, purchase decisions, post-purchase evaluations.
Social media marketing helps marketers to track and measure what is shared in the social media in order to improve the offered message and adapt it more to the customer needs.
The Internet has now become the most common tool that consumers use to find information on products or services that they planning on buying. Social media marketing services in India and across the world can be utilized to gain maximum visibility, increase sales and improve brand awareness.
Therefore social media mainly affects the purchase decisions of customers because they usually seek opinions and recommendations of others.
360 Degree Marketing: How to benefit from online and offline marketing commun...Browne & Mohan
With advent of online and mobile platforms, marketing managers now have both offline and online marketing assets to increase their brand reach and customer engagement. However, many companies do not plan and execute a marketing strategy that meshes assets available on different media. Moreover, companies do not use an extensive embellished strategy to keep in continuous touch with customers. In this white paper, Browne & Mohan consultants show how to integrate offline and online marketing assets systematically and build a strong extensive content strategy to develop from low cost low information intensive assets to costly high information intensive assets.
Mango Digital & YouNet Media trân trọng giới thiệu Webinar “How to uplift your brand performance on social media?” đặc biệt dành tặng các marketer.
Nội dung Webinar:
I. Giới thiệu quy trình ba bước để tối ưu hoá hiệu quả truyền thông thương hiệu trên Social Media
II. Các chỉ số cơ bản để đánh giá Brand performance theo hành trình của người dùng (customer journey) trên Social Media
III. Tầm quan trọng của mô hình Social Media Brand Performance Uplift: các diễn giả chia sẻ và lợi ích của mô hình này và kinh nghiệm thực tế khi áp dụng.
#MangoDigital
#YouNetMedia
Datalicious media-attribution-optimising-digial-marketing-spend-in-financial-...Peerasak C.
Marketers have been applying
science, specifically statistics and
econometric modeling, for many
decades now to answer the key
question all advertisers face - how
to allocate media budgets across
channels to maximise overall return
on advertising spend (ROAS) with a
limited budget.
The definitive-guide-to-social-media-marketing-marketoTara Boras
A good guide for those of us that have been working in a more "traditional" communications Ad/Marketing role as to why social media is one of the most powerful ways to reach and engage with consumers today. And why it's one of the most effective (and perhaps cost-effective) channels to connect with your audience.
The definitive-guide-to-social-media-marketing-marketoYING LUI ALAN SIU
The impact of social media transcends almost every aspect of our daily lives—work, politics, breaking news, and more. Today, it’s almost universally used—by consumers and brands—and is one of the most effective channels to connect with your audience.
Social media marketing offers marketers a vast opportunity to engage with their buyers, across the entire customer lifecycle, on the platforms they actively tune into for information. It's critical that, as a marketer, you know how to leverage social media marketing to build your brand, drive demand, and engage your buyers. This comprehensive, 90+ page guide is full of checklists, worksheets, advice from over 15 industry thought leaders, and examples to help marketers at any level, from beginner to expert, create and implement an effective social media marketing strategy.
How to create a social media marketing strategy
How to choose what social media platforms are right for your brand
What content you need to support your social media marketing
How often to post on social media (and how to create an editorial calendar)
How to measure the effectiveness of your social media campaigns
What team and tools you need to support your social media strategy
Company reputation is built over years but it just
takes seconds to lose it because of unethical
promotions or inability to deliver to your customers. Therefore creating an effective marketing
communication mix through a well-researched strategy
will not only help your reach out to your customers but
also help you adapt to the ever-changing marketing
environment.
How fluent are you in paid media? The vocabulary that was once exclusive to the advertising industry has become required learning for today's top PR professionals. This quick guide defines key paid media terms and explains why they matter to all communicators.
A case study from the Stukent platform (https://www.stukent.com/). Presentation deck was created for the course, 203 Web Analytics, Postgraduate Social Media Program at Seneca College (February 2018).
Tool used: Microsoft Powerpoint
The analysis is only for academic learning purposes.
MYTH-BUSTING SOCIAL MEDIA ADVERTISING - Convertro social media_report_final2
1. MYTH-BUSTING
SOCIAL MEDIA ADVERTISING
Do ads on social Web sites work? Multi-touch attribution makes
it possible to separate the facts from fiction.
RESEARCH
Data brought to you by:
2. In recent years, social media has emerged as one of the most popular marketing tools to reach consumers, with companies like Twitter, Pinterest, Facebook, LinkedIn, YouTube and others vying for advertising dollars. As with other marketing channels, it has become vital for marketers to understand the absolute value of their investments in social channels—or change tactics accordingly.
Marketers intuitively know the power of social media and its virality, but they also want metrics that go beyond tracking clicks, likes and retweets. This includes more qualitative measurement to better explain the return on investment (ROI), such as how a specific social channel influenced a purchase online or in-store.
To understand how social media channels contribute to an advertiser’s efforts, we leveraged Convertro’s
multi-touch attribution technology to analyze all social media exposures that occurred in Q1 2014 across its entire client base.
This data uncovers how social channels influenced sales conversions and to what extent, and how brands can use this information to optimize their media spend. To reveal true user action, this report is based on real world, third party customer data rather than relying on survey data, which can be unreliable.
Key takeaways include:
SOCIAL MEDIA WORKS FOR BRANDS. Social provides significant impact on a customer’s path to purchase
and strongly influences their buying decisions.
PAID SOCIAL PERFORMS. Paid social media advertising transforms the medium from an influencer tool into
an effective upper and lower funnel solution that directly moves the needle on sales.
PAID ADVERTISING PERFORMANCE DIFFERS ON EACH SOCIAL NETWORK. Some social networks are more conducive to awareness vs. conversions.
THE VALUE OF SOCIAL DEPENDS ON PRODUCT VERTICAL. Social performance is not ubiquitous across all advertiser verticals—it varies by channel and product category.
3. MEASURING SOCIAL MEDIA WITH
MULTI-TOUCH ATTRIBUTION
There are several ways in which advertising can influence a customer along the purchase path. We have
classified these touchpoints into four categories, which constitutes the data layers of our analysis:
• First: a touch point at the beginning of the customer path. The customer may have interacted with other
advertising sources, but this was the first visit in the interaction mix, and therefore introduced the user to the
product. TV is the typical channel for introducing audiences to a new product because of its national reach.
• Middle: a touch point in the middle of the customer path that rarely gets credited with conversions as,
historically, it has been very difficult to prove its effect and relationship with the last touch point. Display and
social media ads are typical middle touch points; they rarely close a sale by themselves (except maybe with
customers who impulse-buy), but have a significant impact on customer awareness and research.
• Last: the last touch point in the customer path. This is usually the channel the user was last exposed to before
converting. For example, search advertising is a common last touch point, as consumers can search Google for
a brand name to quickly and directly access a website to make a purchase.
• Only: a conversion event that is achieved without the user interacting with any other sources. These are special
cases of first visits where no other source was involved in the customer’s path to conversion.
Analyzing the channel position in the purchase funnel is crucial for a data-driven marketing strategy.
For example, if a brand’s priority is acquiring new customers, it should probably invest more heavily in channels
that are traditionally stronger first touch points, rather than middle or only touch points, as it will want to
generate product awareness first before trying more direct response ad channels lower down the sales funnel.
This is why you often see large, new product marketing campaigns kick off in the U.S. right before or during the
Super Bowl.
The customer journey from product introduction to conversion can be long or short, and finding the right
combination of middle touchpoints plays an important role in driving sales. In other words, it’s important to
optimize campaigns across all touchpoints in order to maximize the ROI.
NON
BRAND
SEARCH
BRAND
SEARCH
TV SPOT
RE-TARGETING
CLICK
DISPLAY
IMPRESSION
MOBILE
DISPLAY
CLICK
DIRECT
SITE VISIT
FIRST MIDDLE LAST
TV
AFFILIATE
SOCIAL MEDIA VS. THE (MARKETING) WORLD
News stories about advertisers increasing their spend on social have dominated many of the headlines
recently—and with good reason. eMarketer estimates that spending on social media ads will hit $6.6 billion
in the US this year, growing more than 46 percent from 2013.
Spending on social certainly allows marketers to reach incremental audiences that they may not necessarily
get through TV and other media channels. However, it’s important to understand how a brand’s presence
on those sites, from a paid and organic standpoint, affects the path of a consumer’s journey towards
purchasing a product.
Social media is much more likely than any other marketing channel to serve as a MIDDLE touchpoint (87%)
along the path to purchase, which is an important part of customer awareness and consideration of a product.
MARKETING CHANNEL IMPACT ON THE PATH TO PURCHASE
FIRST MIDDLE LAST ONLY
AFFILATE
5%
69%
22%
5%
DISPLAY
8%
89%
3%
0%
BRAND
SEARCH
17%
52%
17%
14%
7%
EMAIL
78%
11%
4%
SOCIAL
6%
87%
5%
3%
NON
BRAND
SEARCH
11%
71%
10%
8%
4. CONVERSION RATE BY MARKETING CHANNEL
EMAIL
6.08%
SOCIAL
2.49%
DISPLAY
2.42%
AFFILIATE
3.24%
In our analysis of conversions, social media (paid and organic in aggregate) was ranked at or just below
middle-of-the-road in terms of introducing new products or driving conversions, compared to its digital peers. NOT EVERY SOCIAL MEDIA NETWORK IS CREATED EQUAL.
Social media sites vary widely with respect to how much they contribute to a consumer’s path to purchase.
This is made abundantly clear by dissecting social channels by where they fall in the sales funnel.
In our analysis, YouTube appeared to be the strongest of the social networks at introducing new products
(18%) and driving conversions (14%). This is a good indication that video is an important format for advertising
to potential customers. Facebook came in a close second place in terms of introducing new products (11%) and
closing sales (10%).
FIRST MIDDLE LAST ONLY
FUNNEL POSITION BY SOCIAL NETWORK
YOUTUBE 14% 18% 54% 14%
FACEBOOK 10% 11% 69% 10%
GOOGLE+ 7% 7% 76% 10%
PINTEREST 2% 6% 83% 8%
LINKEDIN 2% 11% 86% 2%
TUMBLR 1%5% 89% 5%
TWITTER 1%2% 92% 4%
* Data includes both paid and organic advertising
5. SOCIAL MEDIA MARKETING: YOU GET WHAT YOU PAY FOR
While analyzing social channels in aggregate is useful, to get a better sense of the direct effect advertising has
on generating sales—rather than likes, retweets, pins and other user interactions—we examined paid versus
organic social marketing campaigns to get a more granular look at how social media drives sales. To ensure a
statistically significant comparison, we focused on Facebook, Pinterest and Twitter.
The data shows an interesting trend for the operators of social sites and marketers alike: while organic social
advertising is usually a middle touch point that marketers can leverage to keep the consumers engaged and
accelerate conversion, paid social advertising definitely works for new customer acquisition tactics, appearing
many times as FIRST or ONLY touchpoints.
FUNNEL POSITION BY SOCIAL NETWORK (organic & paid)
FACEBOOK
TWITTER
FIRST MIDDLE LAST ONLY
PAID 30% 16% 42% 12%
ORGANIC 1% 3% 93% 4%
4% 4% 84% 9%
PAID
ORGANIC
24% 26% 37% 13%
PAID
ORGANIC
PINTEREST
2% 5% 85% 8%
11% 26% 54% 9%
It’s possible to quantify this impact by comparing organic versus paid social media conversion rates.
Marketers that allocate ad spend to social channels see a nearly 25 percent lift in the number of sales
generated by advertising, compared to sales generated by organic, non-paid marketing touchpoints.
As Facebook, LinkedIn and others tinker with their algorithms for displaying user content, we believe this
ratio—sales generated by organic versus paid—will continue to skew further towards paid social advertising,
allowing marketers to control what is shown, when and to whom. While some consumer surveys have shown
advertising on social to have a negligible impact on actual sales—and therefore relegating the sites to being
more brand awareness—this real-world data indicates the opposite.
If you’re a marketer holding off on paid ads on Facebook and Twitter because your earned media is
performing well enough, think again: your conversion rate for paid social could be dramatically higher.
ORGANIC VS. PAID SOCIAL MEDIA:
SOCIAL NETWORK CONVERSION RATES
PAID ORGANIC
FACEBOOK PINTEREST TWITTER
3.13% 2.95%
0.21%
1.08%
3.85%
1.45%
ORGANIC VS. PAID SOCIAL MEDIA:
COMPARATIVE IMPACT ON CONVERSION RATES
2.82%
2.26%
SOCIAL ORGANIC SOCIAL PAID
6. NOT ALL PRODUCTS PERFORM THE SAME ON SOCIAL MEDIA
Social media is commonly believed to be more effective for consumer-oriented retailers that can leverage
powerful visuals and impulse buying. We went one layer deeper and analyzed social media performance of
advertising for specific product categories, rather than advertiser verticals.
Subscription-based and health & beauty product advertising yielded the most impulse buyers overall. Paid
social media also tended to be a strong channel for introducing those products to new audiences, and it played
a strong part at the end of the consumer’s path to purchase, driving the eventual sale.
Conversely, paid social media had the least customer acquisition and sales impact on food & beverage and
apparel & accessories products, whereas organic social drove far better performance.
In that regard, paid social media may not be the best investment for an advertiser in that category, or ad creative
may need to be carefully customized to fit the channel’s effect, which is more of an influencer, on that kind
of product.
SOCIAL MEDIA IMPACT ON THE PATH TO PURCHASE BY PRODUCT TYPE
FIRST MIDDLE LAST ONLY
TRAVEL 12% 85% 6%
ECOMMERCE
FOOD &
BEVERAGES
3% 95% 2%
SUBSCRIPTION 48% 23% 14% 15%
ECOMMERCE
HEALTH/BEAUTY
29% 36% 14% 21%
SERVICES 21% 22% 39% 18%
ECOMMERCE
OTHER
8% 30% 50% 12%
ECOMMERCE
ENTERTAINMENT
& LEISURE
6% 9% 73% 13%
ECOMMERCE
HIGH-END
ACCESSORIES
4% 6% 85% 6%
TECHNOLOGY 2% 7% 82% 9%
ECOMMERCE
HOME
FURNISHING
1%6% 85% 8%
ECOMMERCE
APPAREL &
ACCESSORIES
2%4% 87% 7%
REPORT METHODOLOGY
Convertro tracks user-level interactions to predict consumer behavior. Specifically, our software scientifically
determines which media exposures influence a purchase and by how much, and uses this information to help
brands optimize media spend across advertising channels.
For this study, we analyzed 500 million clicks, 15 million conversions and three billion impressions (a total of
more than $1 billion of attributed revenue) gathered during Q1 2014 across Convertro customers that invested
in social media to analyze how paid and organic advertising on social networks influences sales and the
effectiveness of other media channels. The research involved the analysis of more than 13 million unique
purchase paths and the touch points involved, looking at their position in the path.
Convertro’s attribution methodology is not rule-based (i.e., it’s not last touch, first touch or even, or any of the
traditional flawed methods). Convertro runs attribution by using an algorithmic, machine-learning model that
analyzes all converting and non-converting paths and uses a complex statistical function to look for patterns in
touchpoints to predict the exact influence (to the cent) that each touchpoint had on each individual sale, with 97
percent accuracy.
Analysis does not take into account impressions for organic social media, as networks do not allow third party tracking. Furthermore, impressions for
Facebook Lookalike and/or Custom Audiences targeting are not taken into account as Facebook does not allow third party tracking. Impressions for paid
ads on Twitter, LinkedIn, Tumblr and Pinterest are not taken into account as the networks do not allow third party tracking.
Source: Convertro Cross-Client Attribution Data Q1 2014