90% of Marketers Know the Importance of Content, but only 38% Have a Strategy


Author: Ally | http://blog.scoop.it
http://goo.gl/xHbP7

According to a recent survey conducted by Econsultancy, 90% of respondents (1,300 marketing professionals) believe that content marketing will continue becoming increasingly important within the next year, but a surprisingly low 38% of them actually have a content strategy in place.

It’s hard to say that a day goes by for marketers without hearing, talking, or reading about some type of content marketing strategy. This is clearly demonstrated by the 73% of respondents who believe that brands are becoming publishers. Why is it, then, that only 38% of companies currently have a defined content marketing strategy and only 55-58% say that they are planning one?

After seeing these numbers, I thought of a few reasons why companies wouldn’t have a content marketing strategy, and why those reasons are not acceptable excuses.

1. We don’t have time to create our own content…     Leer más “90% of Marketers Know the Importance of Content, but only 38% Have a Strategy”

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Organic vs. Paid Search Results: Organic Wins 94% of Time


See on Scoop.itGabriel Catalano the name of the game

Search engine users overwhelmingly click on organic results on Google and Bing by a margin of 94 percent to 6 percent. That’s according to new research from GroupM UK and Nielsen, published today by eConsultancy, based on a sample of 1.4 billion searches conducted by 28 million UK citizens in June 2011.

On the organic side, the research also broke down brand vs. non-brand click-through rates, as well as click-throughs by vertical. On the paid side, the research revealed some demographic data about who is most likely to click on PPC results. Finally, it determined whether Google or Bing delivered more successful searches.

Organic Search Results & Click-Through Rates

Others have previously tried to gauge organic click-through rates (CTRs) for the top 10 results on Google and Bing, resulting in varied percentages, but with a recurring and obvious theme: the higher you rank, the more people click on your website; the lower you rank, the less clicks and traffic your site gets. Thus, ranking high on Page 1 is of ultimate value to every website.

Unlike previous studies, however, the GroupM UK and Nielsen study broke down the search queries into branded and non-branded. Overall, users clicked on one of the top three results 68 percent of the time:

Result 1: 48 percent
Result 2: 12 percent
Result 3: 8 percent
Remainder: 32 percent
On branded searches, the top search result overwhelmingly received the most clicks (which makes sense, considering the search is likely navigational in nature)>>>  Leer más “Organic vs. Paid Search Results: Organic Wins 94% of Time”

Intelligent email marketing that drives conversions: infographic | by David Moth


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Email marketing is an important channel for maintaining a relationship with customers and driving conversions through targeted messages and offers.

We’ve recently blogged seven tips for managing email marketing campaigns, as well as looking at stats which show that consumers open just 20% of email messages.

Then there’s also the pressing issue of mobile email, as while stats show that 27% of emails are opened on mobile devices results from our Email Marketing Census 2012 reveal that a large number of companies do not have any strategy in place for optimising emails for mobile.

This infographic from Monetate looks at the conversion rate for email marketing compared to Twitter and search, as well revealing ways of increasing sales using email.

David Moth is a Reporter at Econsultancy. You can follow him on Twitter or Google+

Multiscreen Consumers Research and Engage Brands Digitally


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Not surprisingly, the more screens a consumer uses, the more likely he or she is to discover and research products online, versus offline. While 75% of two-screen (2SCRN) consumers list offline sources like word-of-mouth, catalogs and television as their primary way of discovering new products, that percentage drops to 63% for 4SCRN consumers. And, the more screens consumers use, the more likely they are to welcome digital engagement by marketers post-purchase, according to [pdf] a May 2012 report called “The Multiscreen Marketer,” conducted by eConsultancy on behalf of the the Internet Advertising Bureau (IAB).

In an attempt to explore how the multi-screen affects shopping, if at all, consumers were asked to list their top three sources (both online or offline) for becoming aware of new products, researching products and finally, for being kept in touch with by brands.

First Impressions Are Offline Leer más “Multiscreen Consumers Research and Engage Brands Digitally”

Barclays launches mobile payment app Pingit

Barclays has launched a money transfer app that allows customers to send and receive cash using just a mobile phone number.

‘Pingit’ is available for Barclays customers today, with a wider roll out to all current account holders at any bank in the UK scheduled for March.

The service removes the need for account details to be exchanged, or card readers used, by linking a customer’s account to their mobile device.

To send funds, users need just need to download the free Barclays Pingit app – available on iOS, Android and BlackBerry.

Each transaction is protected by a five-digit passcode, which is set by the user, and payments can be between £1 and £300 with a maximum of £5,000 per day.

While this version of the app currently only allows Barclays customers to send funds, customers of any bank can receive payments by signing up on the Barclays website and registering their mobile device.


http://econsultancy.com

Barclays has launched a money transfer app that allows customers to send and receive cash using just a mobile phone number.

‘Pingit’ is available for Barclays customers today, with a wider roll out to all current account holders at any bank in the UK scheduled for March.

The service removes the need for account details to be exchanged, or card readers used, by linking a customer’s account to their mobile device.

To send funds, users need just need to download the free Barclays Pingit app – available on iOS, Android and BlackBerry.

Each transaction is protected by a five-digit passcode, which is set by the user, and payments can be between £1 and £300 with a maximum of £5,000 per day.

While this version of the app currently only allows Barclays customers to send funds, customers of any bank can receive payments by signing up on the Barclays website and registering their mobile device.

Pingit is just one of a number of mobile payment services that has been launched recently, but it is the first to be made available by a major UK bank.

PayPal handled $4bn worth of mobile payments in 2011 and has been busy trialling several new services in recent months. Leer más “Barclays launches mobile payment app Pingit”