Mobile marketers measure conversions but hope for brand awareness

Every success guru will tell you that goals have to be measurable. If you don’t have a means of measuring results you’ll never know if what you’re doing is effective. And, you can’t get where you’re going if you don’t know where the end point is.

Waterfall asked 155 marketing, CRM and data analytics from a cross-section of industries this question:

mobile-marketing-effectiveness155 answers isn’t a very good sampling but even if they’d asked 155,000 people the answer would have been the same. Why? Because counting and measuring lead conversions is easy. There are tools that tell us when someone clicks through on Twitter. We have tools that tell us if they bought something when they hit the site. We have ways of matching up our customer list with our Facebook follower list.

Paypal and eBay to split! New CEOs will take the reins

paypal ebayAfter years of saying they’re better together, ecommerce giants eBay and Paypal are splitting up. It’s big news – big as any Hollywood couple divorce announcement and us kids are worried. Will we end up in the middle having to choose which parent we favor over the other? I hope not. eBay and Paypal have been a part of my life since both companies launched.

eBay bought Paypal in 2003 and it was a match made in reseller heaven. Once they combined forces, it became extremely easy to process payments for eBay sales, complete transactions and ship. (I buy all my eBay postage through Paypal with just a few clicks.)

AdWords upgrades with new mobile ads and real-time creatives

Adwords Invitation AdAdWords is upping their game with big changes in mobile design and small changes with big results for display.

Let’s begin with mobile. I just wrote a post about how people pay more attention to ads on a smaller screen but Expanded adsimply shrinking your desktop ads to fit a smartphone isn’t how it should be done. AdWords is rolling out Mobile lightbox Engagement Ads that dynamically resize to fit the screen.

In this example, the ad begins as a thin invitation to click. Then it expands into this intriguing visual with multiple, interactive options. You can watch the video, read more or find a store near you. What more could a customer want?

On a side note, I love the veiled sex appeal in this ad. The soft colors, the bed – it’s positively subliminal.

Study shows consumers are most receptive when they’re out in public

YuMe receptivityIf I’m up against a deadline and I’m pounding away at the keyboard like a mad woman – don’t tell me what you want for Christmas or what we need at the grocery store. I might hear you, but I won’t HEAR you because my mind is closed off to anything but getting that article done.

If you want me to pay attention to what you have to say, you have to wait until I’m in a receptive mood.

The same goes for advertising. The potential customer has to be in a receptive mood before they can pay attention to your ad. And you know where this is going. . . YuMe and IPG Media Lab conducted a study to find out when and where and why people are most receptive to advertising.

Friday Roundup: LinkedIn gets chatty, Yahoo retirees and more

Beam me upAnother Friday is upon us and I have a few new tidbits to share. Grab your favorite beverage and let’s get to it:

LinkedIn Hooks up with WeChat

WeChat, the world’s fastest growing social app (says LinkedIn) now has LinkedIn baked-in. The messaging platform launched in China in 2011 and now has 600 million users (or less, depending on who you ask.) The app does appear to be very popular with users outside of the US and could be very handy if you’re doing business in China or India

When you hook your account up to WeChat you can pull over all your contacts with a few clicks and easily share your LinkedIn profile with people all over the world.

HootSuite Has Something to Crow About

Hey there! Pinterest’s new privacy policy allows marketers to target and track

Pinterest SampleIf you visit Pinterest today, you’ll find a notification banner at the top of the page.

“Hey there! On October 19, 2014, we’ll update our privacy policy to help make Promoted Pins more relevant. Here’s what’s new.

The link takes you to the updated policy and if you scroll up you’ll see the original policy but Pinterest doesn’t call out what’s different from one to the other. That’s not nice.

I compared the two docs and here’s what I found.

The first section of the privacy document is called “What information do we collect?”. Right now, all information is lumped together under two headings. In the new document, Pinterest gives partners and advertisers their own section.

3. Our partners and advertisers may share information with us

Grocery store study reveals Facebook fans are better customers

There’s always a lot of talk about how Facebook is good for brand awareness and it’s great for increasing traffic to an online site. But does maintaining a Facebook fan page actually lead to more revenue? For one specialty grocer, the answer is a huge YES.

Collective Bias asked Yeti Data to help them sift through the activities of 600,000+ loyalty card members of a fairly new, regional, 1 billion dollar specialty grocer. The Facebook page has 150,000 fans – I’m going to assume that not all fans are loyalty card members but it’s likely that a larger percentage of fans are.

They compared the shopping habits of the Facebook fans to that of all loyalty card members and the results were astounding starting with this:

Collective Bias Grocery Study