The Corporate Marketing and Sales Spend Landscape is an infographic about publicly traded companies and how much revenue they spend on sales & marketing. The general rule of thumb, based off of a 2014 Gartner Research study, is that a company should invest 10% of their revenue into marketing. However, a 2014 CMO survey, published by the American Marketing Association and Duke University, came to find that the 10% rule isn’t true for all types of companies.
Last month, comScore released its Mobile App Report (see this amazing article by Marketing Land). The report contained many interesting findings, but its big takeaway was this:
There’s a divergence between reach and engagement.
- The desktop and mobile Web have much greater audience.
- Consumers spend the majority of their mobile time with a very few heavily used apps.
As the chart below indicates, the desktop is not dead: usage has grown since 2013. But that growth is modest compared with mobile.
Sixty-two percent of all digital media time is now mobile, and the majority of that is in apps, which recently surpassed TV. By contrast, time spent on the desktop has plummeted to 38 percent from 49 percent since 2013.
What’s interesting here is the concentration of time in apps (nearly 90 percent of mobile time) compared with their more limited audience size. The mobile Web has a much larger audience, though one that’s much less engaged.
Morgan Stanley recently presented its additional findings in a research note that plays up mobile browser usage.
Characterizing the browser as the ultimate mobile app, the firm cites its own research and comScore data for the proposition that “US mobile browser audiences are 2X larger than app audiences across the top 50 mobile web properties and have grown 1.2X faster over the past 3 years.”
Mobile web vs. app traffic for top 50 mobile properties
Source: Morgan Stanley rendering of comScore data
The research note is designed to combat the perception that the mobile Web is anemic or in decline (and by extension, Google). It’s not. As the data show, mobile browser usage is growing faster than apps and delivering larger audiences for most publishers.
Morgan Stanley points out that only 12 of the top 50 mobile properties have more traffic coming from apps than the browser. The discussion argues for the primacy of the mobile browser for most publishers, brands and marketers.
As a practical matter, Morgan Stanley is absolutely correct. Most publishers will see the bulk of their traffic from mobile browser usage and not apps. The reason isn’t because the browser is somehow superior or that the “open internet must win.” The browser drives more traffic because consumers are highly selective about apps.
Mobile app traffic exceeds the browser in only a few cases
Source: Morgan Stanley, comScore
Because of smartphone memory constraints and the mediocre quality of most apps, users are only going to download and engage with a small fraction of the apps on the market. For example, I may have one or two retailer apps on my phone (e.g., Amazon), though I shop at many more stores. My choices are tied to frequency and loyalty; I’m not going to download 10 different retail apps. Instead, I’ll use search and the browser to find information from retailers I’m more casually invested in.
Unable to deliver compelling experiences and disappointed by a lack of traction, many retailers have turned away from apps and toward the mobile Web. It’s also becoming more costly to acquire app users who may quickly churn anyway. (Here the positions of Google and Facebook are reversed, with Google positioning itself as the lower-cost alternative for app-install ads.)
It’s important to be clear that mobile apps aren’t appropriate for every merchant or marketer. The apps vs. mobile browser discussion is really about audience segmentation and user behavior patterns. As a crude generalization, the browser is for more casual audiences and apps are for more frequent and loyal customers.
I think this apps vs. browser argument is so charged partly because it’s a surrogate for Apple’s and Google’s competing visions for the mobile internet. These dueling positions have zealous detractors and partisans.
Putting aside “ideology,” marketers need to have a clear view of what approach makes the most sense for them based on a realistic understanding of the customer and her behavior and usage patterns.
It’s time to end the browser vs. apps “or” debate; it’s really about “and”.
[Source: Marketing Land]
If you want to see data like this about your account specifically, check out the Instagram analytics tool released by Dan Zarella: PicStats.com
I do believe the story of the present and near-future of social media is visual content. From the impact of images and video on Facebook and Twitter to the new crop of media-centric social platforms like Instagram and Pinterest, it’s clear that inbound marketers need to be turning out great visual content.
These are the findings Dan shared, after collecting a large Instagram database and analyzing it to identify the characteristics that make images work (or not work).
If you’re curious about the nerdy details of the dataset, there are details at the bottom of it.
[Source: Dan Zarrella]
Thanks to Social Media Examiner for this amazing article!
#1: Encourage Your Fans to Use the See First Option
Facebook now allows people to customize their news feed to prioritize updates from particular friends, groups and pages. This is great news for pages with good content, so fans can prioritize your posts.
Educate your audience on how to select to see your posts first in their news feed. There are a couple of ways to access the See First option.
The easiest way is to go directly to your Facebook page, click the Liked button and then select the See First option.
Another option is to go to the full customization options (people, pages and groups) from desktop or mobile devices. To access it from a desktop, select the down arrow on the far right to get to News Feed Preferences.
Next, navigate down to Pages. Then view the pages you’ve seen most recently and click the tab to list the pages in alphabetical order. Click the Following button to customize those you want to see first.
This video will walk you through the desktop and mobile customization process.
When you have good content, people will want to see your Facebook business page posts in their news feed first. Tell fans how to add your page to their See First list, so you make sure they do.
#2: Check Out Upgrades to Facebook Conversion Tracking
If you’re using website conversion ads or website retargeting, then you already know there are two types of pixels you place on your website to track these events and custom audiences. Facebook recently announced a new custom audience pixel that combines these features into one pixel, which will help with tracking and speed, so the stats are more accurate.
Your current conversion pixels will continue to work, but eventually you should migrate to the new upgraded code. This involves placing the new code on your website, adding some code on specific pages you want to track and then removing the old pixels. Facebook’s post explains the process and gives you the exact steps to change to the new custom audience pixel.
Ultimately the upgraded pixel will be good for marketers who are using custom audiences and conversion pixels with their Facebook ads, since it gives more accurate stats in reports.
#3: Get a Facebook Beacon for Your Local Business
The Facebook Beacon is a device you put in your local business that sends information to people who are on Facebook near you and have Bluetooth turned on.
Send people a welcome message with a photo, recommendations from their friends who have visited the store, a prompt to check in and more.
The Beacon device is free. All you need to do is request one from Facebook for your local page. It’s an excellent way to increase the visibility of your local business to people who are using Facebook nearby.
#4: Send and Receive Money on Facebook
Earlier this year, Facebook started rolling out the ability to send money between friends through the Messenger app only to users in the United States. This service will rival Google Wallet and make it easier for people to make “in-app” purchases on Facebook in the future. In the meantime, if your friends are clients, they can pay you through the Messenger app.
You can only use the Messenger mobile app with a debit card on file, not credit cards. Just click the dollar sign to get started.
You can also use the desktop version to send money, but the icon is a little more hidden. It only appears when you open the message outside of the inbox.
Facebook made this service available without a service charge, so there’s a benefit to using it over a service like PayPal, for example. However, as mentioned above, there are limitations: it’s only in the United States, you must be friends with the person and it’s debit card only.
#5: Create Saved Replies for Your Page
Saved Replies isn’t an earth-shattering change, but it can save precious time if you have a standard message you frequently send. Note: this feature is still rolling out.
To access your saved replies, first navigate to the Messages area of your page.
To see Saved Replies, click on a particular message. The message will appear in a pop-up box and the Saved Replies will be on the left sidebar. From there, select Manage Replies to see all of the replies you’ve created or create a new reply. You can even search replies by keyword.
Create generic replies for all of your frequently asked questions. Thencustomize them before sending them out.
Any new saved reply will be available to you in your Facebook Messages area.
This feature is currently only available for pages that have their Message button enabled.
#6: Watch for Lead Ads
Facebook is testing new lead ads that make it easier than ever to fill in contact information on mobile devices. If mobile users respond to an ad for something like a newsletter, business information, free report or follow-up call, they can submit their contact information (email address or phone number) with just two taps of a button.
Currently lead ads are only available for select businesses in closed beta testing.
Facebook is putting precautions in place to make sure this service isn’t abused. They are complying with the lead ads terms of service to ensure only page admins are able to export the .CSV with the lead information.
We will keep you posted when this feature is available on a wider scale.
Over to You
As marketers, it’s important to keep on top of all Facebook changes. While not all of these features have been rolled out yet, you can get a sense of what’s coming, as well as what trends may pop up in the future.
What do you think? What new Facebook features are you most excited about? Which ones are you already using? Share your thoughts in the comments below.
[Source: Social Media Examiner]
Parents use a variety of social network sites, with Facebook being the most popular. Usage rates for social media are similar to those of non-parents.
Fully 91% of parents1 in this survey use the internet. This is significantly higher than rates seen in the general adult population 2and among those adults who are not parents.
Among these internet-using parents, social media use across a variety of platforms is common, with 83% of parents using social media.3 The most popular platform among parents (and non-parents) is Facebook. Almost three-quarters of online parents (74%) use Facebook, a proportion similar to the 70% of non-parents who use the platform. Online mothers are more likely than online fathers to use Facebook – 81% vs. 66%. This reflects broader trends in social media use. While men and women are equally likely to say they use social networking sites4, women are more likely to be users of specific platforms5 like Facebook, Instagram, and Pinterest.
Mothers and fathers differ in their use of Instagram and Pinterest.
Parents and non-parents are equally embrace Pinterest and Instagram – among parents, 28% use Pinterest and 25% use Instagram. The greatest variation in use of the platforms is between moms and dads. Online mothers are more than twice as likely to use Pinterest than online fathers – some 40% of mothers do so compared with 15% of fathers. This echoes the popularity of Pinterest among online women more generally – they are three times as likely to use Pinterest as online men, 42% vs. 13%. A similar pattern emerges with Instagram. Mothers who use the internet are more likely than fathers to use Instagram, 30% vs. 19%. Again, this tracks with the broader trend that online women are more likely than men to use Instagram, 29% vs. 22%.
A quarter (27%) of online parents use LinkedIn, and 23% use Twitter. Again, these levels of use are consistent with the usage of non-parents. And, with these platforms, there is not a statistical difference in use of Twitter or LinkedIn between moms and dads.
There are few demographic differences among parents across platforms. Younger parents (those under 40) are more likely to use Instagram than are older parents, 33% vs. 18%. Parents of younger children also are more likely to be Instagram users. Among online parents who only have children ages 5 or under, 35% use Instagram. This is a significant difference when compared with the 22% of remaining parents with children over age 5 who use Instagram.
Parents — particularly moms and younger parents — are active users of Facebook.
Facebook is not only the most popular social media site overall, it also has an especially engaged network of parents. Among parents who use Facebook, fully 75% log on daily, including 51% who do so several times a day. This proportion of daily users is significant compared with non-parents, 67% of whom log on daily, including 42% who use Facebook several times a day. Another 12% each of Facebook-using parents log on weekly and less often, respectively.
Moms who use Facebook are more likely to check the platform several times a day compared with dads (56% vs. 43%). Younger parents (those under age 40) also are more likely to use Facebook on a daily basis than are parents ages 40 and older. Some 82% of parents under age 40 log on daily, compared with 68% of older parents. Older parents are more likely to log on weekly; 18% use the site weekly vs. 7% of younger parents.
Instagram users also tend to log on frequently, although parents use the site less often when compared with non-parents. Some 39% of parents on Instagram use the platform daily, significantly less than the 54% of non-parents who do so.
Parents who are LinkedIn users are more likely than non-parents to use the site daily – 19% do so vs. 10% of non-parents. There are no statistically significant differences in how frequently parents and non-parents use Twitter or Pinterest.
- In this survey, parents are defined as those with at least one child under age 18.
- The percentage of U.S. adults who say they use the internet has fluctuated somewhat from survey to survey. This September 2014 survey found that 81% of adults use the internet at least occasionally, while 87% reported the same in a comparable omnibus fielded in January 2014.
- For more information on and detailed demographics of social media use among the general adult population, please see “Social Media Update 2014.”
- “.” Pew Research Center, January 2014. http://www.pewinternet.org/data-trend/social-media/social-media-user-demographics/
- Duggan, et al. “.” Pew Research Center, Jan. 09, 2015.http://www.pewinternet.org/2015/01/09/social-media-update-2014/
[Source: Pew Research Center]
Image credit: FreePik
This infographic visualises the six guiding principles of Unity/Harmony, Balance, Hierarchy, Scale/Proportion, Dominance/Emphasis, Similarity & Contrast. How one applies these principles determines how successful a design may be.