Customer Experience

By Liam Dowd - May 6th, 2014

Social login choices, measuring content marketing and Twitter marketing spend

How to measure content marketing

Content is still king when it comes to marketing. A new infographic from BrandPoint shouts this conclusion. With search continuing to be an important customer acquisition method, when coupled with social media, measuring how successful campaigns are across the various channels that consumers now use is vital to get right.

The infographic makes it plain that all brands need to work hard in order to gain the interest of searching consumers. With three-quarters of searchers not moving past the first page of results, gaining their attention quickly is a commercial imperative. Using unique content that is then communicated across all relevant social media channels is a clear means to track content marketing before and after a conversion is made.

Twitter wins marketing spend

According to the latest research to come from SocialBro, nearly 60% of marketers are spending at least 50% more on Twitter advertising than on other networks. Indeed, 15% of respondents to their research are spending three-times the amount they were spending on Twitter advertising compared to two years ago.

Javier Burón, CEO and co-founder of SocialBro, said: “These findings reflect the fact that Twitter has really matured in the last couple of years, introducing new ways of advertising and revamping its design. Companies expect to see hard business benefits and they accept that it is worth investing to deliver a consistent and creative brand experience that achieves measurable return on investment.”

One of the biggest draws for marketers is the real time aspect that Twitter offers. Corporations note that Twitter is now one of their primary customer acquisition channels. With real time social media becoming highly popular of late, Twitter offers a fast and effective channel to reach potential new customers. Brand should though, ensure they are ready to follow up these initial contacts to ensure they have traction within these groups.

Social is mobile

The use of mobile devices continues to expand, none more so than to access social media networks. This is the conclusion reached by Somo who have produced a new infographic that reveals 18-44 year-olds spend 84% of their time using their mobile devices accessing social media networks.

Twitter remains the leader of the pack here, simply because its ease of use with mobile devices – notably smartphones. It is the usage patterns of young professionals are the most interesting here. LinkedIn proves the most popular at lunchtime, with Facebook and Instagram the most favoured in the evenings. There are clear demarcation lines between the use of each social media network.

Social login continues its popularity

According to the latest figures from LoginRadius, social login activity continues to rise. Using their platform, the much sought after 18-25 age group are the most attracted to social login, with nearly 40% preferring this form of login, whereas only 11% of 50+ users are using this mechanism. What is more interesting is the level of engagement that is being seen.

Here, social login develops a lasting connection with consumers who return to sites that have social login available than those that do not. If your corporation can remove the login barrier – or at least make it painless to use – return visits are highly likely. And make Facebook login your core platform, as over half of users now choose this network for login activity.

Until next time….

The Useful Social Media team.