Welcome to week 2 of our marketing blog roundup! We've got a lot of great insights for you this week, so without further ado, let's get started.
Marketing blog Clickz has reported that Facebook has rolled out a new targeting system called "partner categories" that allows brands and marketers to segment users based on their likes into 500+ categories such as "people who ride bikes" or "people who like to buy fresh produce." The move represents a shift in business model for Facebook, both in how they amassed the data to create these categories (hint: they outsourced it) and how they're making money from it. Read more about it here.
While we're on the subject of Facebook, Convince & Convert is dispelling the myths about how much reach Pages posts achieve. Facebook itself reported in 2012 that page posts reach an average of 16% of their audience, but research is showing that the true number is somewhere between 2% and 47%. This report goes into in-depth detail about what kinds of reach there is (organic, sponsored, viral, paid), how each kind is measured, and how to read the metrics Facebook provides administrators to maximize your reach.
If you're marketing on Facebook, you need to know about EdgeRank, the
algorithm that determines how News Feed stories are filtered. Part 2 of PostRocket's infographic series on EdgeRank, does well to sum up how it works and how to best utilize the system. Check out the infographic here.
Twitter has introduced keyword targeting to their platform, marking another significant move toward making Twitter more attractive and effective as a marketing tool. The company boasts that “It lets marketers reach users at the right moment, in the right context.” It accomplishes this by targeting the specific words used in user tweets to target ads, which will appear in users' news feed. It is important to note that this doesn't mean more ads on Twitter, just ads that are more targeted based on what the user is tweeting about. TechCrunch addressed the announcement with some tempered expectations about what this means for Twitter as a company.
Finally, a study published by SinglePlatform (at Constant Contact) and Chadwick Martin Bailey reveals (perhaps not surprisingly) that restaurants are the most frequently-searched industry by consumers on mobile devices. 81% of respondents (smart-phone users) reported that they search for restaurants using apps on their mobile phones, while 92% search in their browsers. Most importantly, 75% of consumers make their choice based on search results. This means that restaurants should be actively managing their search-engine presence and have mobile-ready menus. 62% of consumers are less likely to choose a restaurant if they can’t
read the menu on a mobile device. Read all of the results of the study here.
Check back every week for our marketing blog roundups and share this with your marketing cohorts!