2016 Social Media Trends

Foram recentemente disponibilizados pela Social Media Examiner, os dados relativos às tendências de social media para o ano de 2016.

Neste artigo do site marketingportugal são apresentados e analisados alguns dos dados mais relevantes desse estudo.

Assim, no gráfico abaixo representado,podemos constatar que o Facebook é a rede social mais utilizada pelos profissionais de marketing, quer no segmento B2B(88%) quer no segmento B2C (96%), sendo seguido de relativamente perto pelo Twitter e pelo Linkedin, este último nomeadamente no segmento B2B.

Aliás, no segmento B2B, o Linkedin é mesmo considerada a plataforma mais importante(40% das preferências contra 37% do Facebook),  o que pode perspectivar uma ultrapassagem a breve prazo sobre o Facebook no que respeita à sua utilização. Em relação ao segmento B2C e ao contacto mais direto com os consumidores o Facebook é, sem grande surpresa, considerado o mais importante, ainda por larga margem.

Em relação à Paid Social Media, ou seja, a anúncios publicitários pagos de modo a gerar exposição, a posição de liderança do Facebook é ainda mais destacada.Tal facto não surpreende, uma vez que o Facebook, com cerca de 1.55 mil milhões de utilizadores ativos mensais(dados de 2015), na sua condição de rede social mais utilizada, é a plataforma que proporciona um maior alcance a esses anúncios.

Quanto à utilização do Snapchat (que conseguiu já ultrapassar o Instagram entre o público jovem e segundo dados de Abril de 2016 é a 2ª rede social em termos de tempo de uso nos Estados Unidos), verifica-se que 74% dos marketeers não planeiam utilizá-lo, embora cerca de 16% tenham intenção de aumentar o seu uso, contra apenas 7% em 2015. Assim, como é mencionado no artigo, o Snapchat apresenta uma boa oportunidade de diferenciação.

Será curioso verificar se os dados de 2017 confirmam ou não as tendências verificadas em 2016.

Fonte: http://marketingportugal.pt/artigos/marketing-digital/social-media-trends-for-2016

Atletas Olímpicos vão testar anel da Visa.

A Visa vai aos Jogos Olímpicos do Rio de Janeiro testar um anel!

Agora que se começa a popularizar o meio de pagamento através de smartphones, a Visa lança-se nos pagamentos virtuais através de um anel, que permite efetuar pagamentos ao aproximar o objeto do terminal Visa, sendo a transação autorizada online. O anel dispensa carregamentos e, sempre que não estiver com o utilizador, pode ser desativado através de uma aplicação móvel, garantindo a segurança. Apesar de este método de pagamento não ser novo, nunca chegou a popularizar-se. Este equipamento vem substituir o tradicional cartão.

A ideia de testar o produto nos Jogos Olímpicos partiu do facto de os atletas estarem sujeitos a constantes mudanças de equipamento e, por isso, de correrem o risco de perder a carteira.

Ao contrário do smartphone, o anel não corre o risco de ficar sem bateria. Para além disso, é resistente à água, podendo os atletas utilizá-lo durante todo o dia.

O modelo será então testado pelos 45 atletas de todo o mundo, patrocinados pela marca.

Fonte: http://tek.sapo.pt/multimedia/artigo/visa_vai_aos_jogos_olimpicos_testar_um_anel-47674ebu.html

Estratégia de Marketing Digital.

Artigo: https://www.entrepreneur.com/article/270452

Para obter retorno no investimento realizado numa estratégia de marketing digital é necessária, obviamente, uma certa preparação e tempo, visto que o impacto não é imediato e pode ser planeado a longo prazo.

Este artigo revela-nos algumas dicas para colocar os recursos tempo e dinheiro da melhor forma possível nas estratégias de marketing digital.

“1. Measure how long a purchase actually takes.

Many entrepreneurs aren’t aware of the importance of purchase cycles. If your product costs $70, for instance, your purchase cycle will likely be more than a month long, which means you won’t see most of the money you’ll make until after that time frame.

To better appreciate how long it takes for a good ad to perform, monitor how long it takes for someone to make a purchase, from the first time he or she visits your website. Citing our experience with Facebook ads, for example, we find that it typically takes two to four months to actually see a trend in results.

The longer the purchase cycle, the more money you’ll need on the front end, so understanding this time line will help you estimate your cash needs up-front.

2. Put a price on your leads.

If you’re expecting direct responses from your digital marketing, you won’t be able to scale properly. To help you evaluate which strategies to pursue, you should first understand how much each lead is truly worth. (Try this tool if you need help.)

You may be laser-focused on converting your site’s visitors into paying customers -- each of which is worth, say, $100 to you -- when it would be more lucrative to go after $10 email addresses, which have more direct response, quicker conversions and lower costs per lead. If so, you’ll likely want to optimize your efforts based on that strategy rather than on smaller-focus conversions.

3. Redefine how you measure success.

Once you understand how purchase cycles fit into your customer’s journey toward buying your product or service, you may have to start monitoring and measuring success differently. You can calculate the half-life to measure success, as opposed to thinking, “I just spent $300. Why didn’t I sell $300 in products today?”

For example, if you know your purchase cycle averages 30 days, and you’ve made half of your money back after 30 days, you’re on track. Other long-term metrics to take note of include click-through and bounce rates, quality scores and time on site.”

Muitas vezes pode ser necessário mudar ou reformular a estratégia, mas o esforço será decerto recompensado.

How Do Consumers Want to Receive Updates and Promotions?

O objetivo desta minha publicação é apresentar dados que corroborem a publicação anterior "Marketers Stop Making Sense".

A conclusão deste artigo é que os dois métodos mais eficazes na forma como os clientes recebem novidades e promoções são do tipo push (e-mail e SMS's) e que seria mais interessante existir uma segmentação por idade/geração, na forma como os estudos são apresentados.

Every once in a while I come across consumer research that reports a data point that I find astonishing, surprising, and, well….just too hard to swallow. I’d like to share one of those data points with you.

MarketingSherpa commissioned an online survey of a nationally representative sample of U.S. consumers, and asked them:

“In which of the following ways, if any, would you prefer to receive regular updates and promotions from companies that you are interested in doing business with? Please select all that apply.”

It’s 2016. Reportedly, more than eight in 10 mobile phone subscribers have a smartphone. Another source puts smartphone penetration at 57%, but that’s calculated on a base of 320.8 million people, which includes babies and toddlers. Now, I understand kids are getting smartphones at early ages these days, but including babies in the denominator seems a little extreme.

 

So with the proliferation of smartphones, you’d expect that people would prefer to get updates and promotions from the companies they’re interested in doing business with (that part is important) through mobile apps, right?

But hold on. Pew Research Center says two-thirds of all adults are using at least one social networking site, so people would prefer to get updates and promotions from the companies they’re interested in doing business with through social media, right?

Nope. And “no” to the previous question, as well. According to MarketingSherpa’s research, more than half of US consumers would prefer to receive regular updates through… wait for it… the US mail. Snail mail.

 

Thankfully (for the purpose of my sanity), roughly half of consumers said they’d prefer emails at a frequency they choose.

Despite the prevalence of smartphones, however, less than one in five consumers wants updates via text message or by downloading a mobile app. I can understand the lack of interest in text messages. But updates on a mobile app has got to have the highest convenience-to-intrusiveness ratio.

In other words, very convenient and not at all intrusive. Emails and text messages are intrusive. Updates sitting on a mobile app? Not intrusive at all.

Just one in five consumers wanted updates through social media (which actually works out to about 30% of adults who are actually on social media).

This result is likely dependent on which social media networks people use.

I can’t see getting updates and promotions through Twitter — way too much noise and nonsense in my Twitter stream. Truth be told, thanks to all the lunatics out there, I don’t even look at my Twitter stream anymore (I know what you’re thinking: I shouldn’t follow those lunatics. I don’t. Problem is, some of you normal lunatics retweet the annoying lunatics).

Maybe many of the one in five who prefer social media are thinking of Facebook, where they can easily visit their preferred companies’ pages.

This last point gets at the underlying difference in the update approaches that MarketingSherpa asked about: There are push approaches, and there are pull approaches.

Snail mail, email, text messages are push.

Visiting a company’s web site, receiving at a physical store, and, to some extent, getting an update from a mobile app are pull.

The two most frequent responses are push methods. The next two most frequent responses are pull methods.

The lessons to marketers are:

1. Be careful what you ask and how you ask it. When you ask consumers what they want, and give them the freedom to list as many things as they want, they’ll ask for the world, and
2. It’s important to understand how preferences relate to each other. It would be a mistake to only offer push or pull methods for updates and promotions. A mix is important.
3. The Rolling Stones were right. To refresh your memory, they said “you can’t always get what you want.” Consumers say they want to receive updates through the mail. That’s nice. If MarketingSherpa had followed up and said “and would you still prefer to receive those updates through the mail if your preferred companies passed on the mailing cost to you?” I bet the percentage of people preferring snail mail would be close to zero. Consumers may say they want snail mail, but that doesn’t mean they should get it.

Closing Thoughts

It would’ve been interesting to see the MarketingSherpa data cut by generation. Can’t help but wonder to what extent younger consumers prefer snail mail relative to older consumers.

And what’s with the nearly one in 10 consumers who said they’d prefer to receive updates and promotions by attending local events? What kind of events are we talking about here? I occasionally get invitations from financial planners who hold events at expensive restaurants. If that’s what we’re talking about, then I can definitely see how 10% of people want to get their updates that way.

FONTE: http://thefinancialbrand.com/57790/snail-mail-not-dead-yet/

Marketers Stop Making Sense

O seguinte artigo que apresento coloca em questão se efectivamente os esforços de marketing, bem como os devidos custos associados, estão a ser bem direccionados.

 

A questão chave defendida é que os "marketers" deveriam apostar no sector onde o retorno seria maior. 

 

A publicidade via e-mail e em websites é mais eficaz comparativamente à publicidade via dispositivos móveis e, também de acordo com estudos apresentados, não se prevê que a publicidade via mobile ultrapasse as duas outras tácticas acima mencionadas. Perante estes resultados, será que faz sentido os maiores gastos estarem associados a plataformas mobile, quando é reconhecido tratar-se de um canal com eficiência reduzida (somente 13%)?

 

A Snarketing post by Ron Shevlin

Who Took the Money? Who Took the Money Away?

First up, eMarketer came out with its forecast of ad spend by media. The company is projecting that, by 2020, mobile ad spend (not all digital, but just mobile) will exceed TV ad spend. Mobile will go from accounting for 11% of total spend in 2014, to a third in 2020. TV’s share, meanwhile, will steadily drop from accounting for nearly four in 10 advertising dollars down to about a third.

Hey, sounds reasonable to me. Who am I to argue with these projections?

I Don’t Care How Impossible It Seems

Not long after I came across the eMarketer forecast, I noticed a study from Ascend2 and Research Partners conducted in March 2016. They asked marketers what are the most effective digital marketing tactics and which are the most difficult to execute. This was a repeat of a study done back in September 2014.

Email was ranked the most effective digital marketing tactic, mentioned by roughly six in 10 respondents. That was a virtual tie with website marketing which was only two percentage points behind.

Both of these tactics, however, were considered difficult by only about one in five marketers. Half considered social media marketing difficult, a little less than half rated SEO as difficult, and just shy of four in 10 listed mobile as among the most difficult tactics to execute.

By the way….just 13% of marketers rated mobile as an effective channel.

Down in the Basement We Hear the Sound of Machines

My home office is in the basement, and yes, I hear the sound of machines. But I try not to let that stop me from thinking clearly. And here’s what my (hopefully) clear-headed head is contemplating:

If mobile isn’t nearly as effective as other digital marketing tactics…and if it’s a much more difficult tactic to execute than other digital marketing tactics…then why are marketers pumping so much money into mobile advertising?

And You Don’t Remember At All

You’re thinking, “Hey Snarketing-boy, marketers have to put their money where consumers go, and consumers are going mobile. And anyway, by 2020, marketers will have much more experience with mobile advertising, and will be much better at it by then.”

What you don’t remember is what it was like back in the dark ages of digital marketing — you know, 2014.

Thanks to the miracle known as the Internet, I was able to find the results of the Ascend2 study from September 2014. Comparing the results from back then to the more recent study is enlightening.

                   Effective      Difficult 
                  Sep-14 Mar-16  Sep-14 Mar-16
Email             54%    61%     11%    22%
Website           48%    59%     23%    18%
SEO               47%    50%     39%    45%
Social media      43%    41%     49%    50%
Paid search       24%    34%     23%    28%
Mobile             9%    13%     34%    38%
Display ads        8%    11%     19%    21%

Yes, mobile’s effectiveness increased (or, at least, a larger percentage of marketers said it did). But, with the exception of social media, so did the effectiveness of other tactics.

And yet, the difficulty of executing digital marketing tactics increased for all but one tactic.

Stop Making Sense

It would seem to me that marketers should put their money where they can get the best return.

Marketers appear to believe that email and website advertising are more effective than mobile advertising, and projecting out the trend in their ratings, it wouldn’t appear that mobile will overtake the other two tactics anytime soon.

From an effectiveness perspective, that is. From a spending perspective, that apparently has already happened.

Not that that makes any sense.

FONTE:http://thefinancialbrand.com/57892/marketers-stop-making-sense/

Em 2020 haverá 26,3 mil milhões de dispositivos conectados

É certo que a força das tecnologias móveis e da internet a uma escala global têm mudado as tendências e a forma de atuar das empresas.
O relatório anual da Cisco “Visual Networking Index (VNI) Global Forecast and Service Adoption 2015-2020” refere que, sobre o impacto dos dispositivos pessoais, conexões machine-to-machine e a velocidade da banda larga, terão um incremento no tráfego IP. Prevê-se que em 2020 haverá 26,3 milhões de dispositivos conectados, o que dá uma média de 3,4 equipamentos por cada habitante. Do mesmo modo, em 2020, haverá também um incremento tanto nos utilizadores da internet (4,1 mil milhões) bem como na velocidade média da banda larga.

Através destes dados os marketeers conseguem tirar conclusões sobre a forma de atuar e de comunicar as suas marcas. Uma vez que as marcas devem estar onde os consumidores estão, podemos afirmar que o blended marketing irá cada vez mais ser uma ferramenta que as empresas deverão ter presente no dia a dia. Uma abordagem de "marketing blended" corresponde à integração e à fusão - tanto quanto possível, harmoniosa - entre o marketing "tradicional" e o digital, com o objectivo de uma mais eficaz fidelização dos actuais públicos e uma melhor captação de novos "targets" (Dionísio P., 2009).

Ora, uma vez que os números apontam para um aumento exponencial do online, podemos assumir que a comunicação nos meios online irá também ser cada vez mais importante, podendo superar os meios tradicionais. É importante referir que as empresas ao utilizar esta estratégia, devem ter em consideração uma comunicação integrada de marketing para que a mensagem nos diversos meios seja coerente. De igual modo, esta nova geração totalmente online está cada vez mais informada e menos disponível para ouvir as marcas e, assim, a forma como as marcas comunicam deve ser precisa, breve e direcionada a um determinado público alvo (o mais personalizada possível).

Fonte: Briefing - Os Negócios do Marketing