CMO’s Believe Social Marketing Will Pay Off. . . Eventually

Social Media and ROI. Should I just stop there? This past weekend, Joe wrote a decisive piece about how the two concepts shouldn’t be used in the same sentence. If you scan even further back, you’ll find me making the same point — though with a thinner blade. That’s why I was very interested to see what was behind this piece from MarketingSherpa: Marketing Research Chart: CMO confidence in social media’s ability to produce ROI

Surely, this would show that most CMO’s agree that social media ROI is like using a pedometer to find out how far I walked in my dreams.

Let’s take a look:

Which statement best describes how you perceive social marketing’s ability to produce a return on investment (ROI) at budget time?

Wealthy People Don’t Care About Coupons. Who Knew?

A penny saved may be a penny earned but only if you make under 500K a year. The Affluence Collaborative surveyed wealthy internet users and eMarketer put the results in one of their excellent graphs, which you’ll find below.

As expected, nearly half of the general population follows brands on social media to get coupons and deals, and just under that is the reason of brand loyalty. But as soon as you move into a higher tax bracket, the tide shifts and coupons fall away to only 29%, with 52.3% saying it’s brand loyalty that keeps them hanging on.

This is very good news for luxury brands. It’s actually a nice pat on the back for creating a quality product.

Now take a look at the last item on the list; “Their tweets/posts are entertaining.”

Quora Greenlights Self-Promotion

Marketers, start your engines! As of right now, Q&A site Quora has not only lifted their ban on self-promotion, they’re actually encouraging it.

The old policy said that content that was “primarily self-promotional” was prohibited. Here’s why they changed the rule.

Quora’s key principle regarding content is that users should make the site a great resource for people who want to learn. The quality of the answer is what we care about. Evaluating the intention of an answer does not support this policy.

We want to encourage users to provide answers based on personal experience, and this often involves — or even requires — discussing subject(s) in which the writer has personal experience. Personal experience is an asset, not a liability, and is a key element of many of the best answers on Quora. In other words, we want users to write about what they know and care about — companies, organizations, causes, people, products, etc.

Should Digital Magazine Ads Cost Less Than the Print Equivalent?

Hearst, Time, Inc and now Conde Nast are all jumping on the digital train, with deals that allow subscribers to buy their most popular magazines on the iPad. Sports Illustrated, The New Yorker, O, the Oprah Magazine — it’s a wide reach, but are readers ready to pass on tearing out articles in favor of a digital bookmark? Magazine publishers hope so, but magazine advertisers aren’t so sure.

Right now, this whole digital subscription idea is rather speculative. We may find that business people love having all that information at their fingertips, while casual readers prefer having pages to turn. The trouble is, ads have to be priced and paid for now, before the data is in.

There are three options:

  • Digital ads cost more than print ads in the same magazine (not likely).

Are You a Social Expressionista or an Alpha Trendsetter?

According to AOL, a social expressionista “defines herself as using the web to connect with others and to express her views, her art, and her projects.”

Sounds like a great person for marketers to hook up with, unfortunately, says eMarketer, only 8% of women online fall into this category so you’re going to have to stand in line to get your shot.

The study, which was conducted by the Bovitz Reseach Group on behalf of AOL, involved 2,000 women in the US between the ages of 18-55. In it, they were asked a series of key questions to help classify the way they share information online.

From here, they developed seven Women Identity Segments including:

Prices Are Up But Consumer Spending Isn’t

My gas station and my grocery store are in cahoots. They both keep inching up prices, waiting to see which one will bankrupt me first. Well, forget it, boys. Like many other American’s I’m finding new ways to get what I need without spending more than I was before.

Gallup’s newest poll shows that even though the cost of living has increased, consumer spending is down from February and was virtually flat over March and April.

Gallup says that last year, spending was on the rise and there was talk of “frugality fatigue.” This year, it’s a whole different story. Of course, we’ve seen it in the popularity of deal sites. In the beginning, these sites were loaded with luxury buys from spa days and high-end restaurants to helicopter rides over the city. Now you can buy sampler packages from food manufacturers and other basics. Deal sites aren’t simply trendy anymore.

M-Commerce Campaigns Grow 30% Over Last Quarter

It’s time for another MillennialMedia SMART report. Today, we have the full results from Q1 2011 and it’s good news for mobile marketers. What we’re looking at are charts showing the potential actions attached to a mobile marketing campaign. As I understand this, the percentage does not indicate the number of users who availed themselves of those actions. However, it’s likely that there’s a correlation, right? More download options likely means more people are downloading.

Q1 2011

Comparing now (top) with then (below), you can see a nice little bump in M-Commerce from 10% to 12%. Application downloads also got a hefty rise, from 17% to 26%, as did campaigns that result in an enroll or join function. Basically, there was an increase in mobile activity across the board.