92 Percent of retail purchases are still happening offline. Why?

Bloomberg black friday 2013The internet is the world’s biggest shopping mall and it never closes. You can shop anytime of the day or night, 365 days a year. You can find almost anything you can think of (and millions of things you never dreamed of.) You can even sip your coffee while you’re shopping without getting the evil eye from a stuffy salesman. Shopping paradise!

And yet 92% of all retail purchases come from a brick and mortar store. Hard to believe when you hear all the hype about online shopping. You don’t have to be in the business to see it. Just watch the news on Black Friday and you’ll hear all about it. Last year, Black Friday online spending increased 15% setting a new dollar record of $1.2 billion. That’s huge. . . . ish but it’s not even close to what’s being spent in the stores.

The 3 L’s of online video: longer, live and logged in

Freewheel ad view growthVideo viewing in 2014 is all about the three L’s: longer, live and logged in.

FreeWheel’s newly released Video Monetization Report for Q2 2014 shows growth in just about every area including (and most importantly) ad views.

Ad views grew 17% year-over-year on short and mid-form videos. But look at the growth on long form – 35%! So much for short attention span theater.

That’s nothing compared to the growth in live ad views – 201% year-over-year. 81% of the views came from live sports broadcasts such as the NBA Playoffs, NHL Playoffs, and the World Cup. 9% was news and FreeWheel expects that percentage to rise with the coming election season.

They also noted a rise in live entertainment such as music festival simulcasts.

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Yahoo and Amazon go after the small business business

ALR_Customer_Checkout_SalonAmazon and Yahoo are both diving deeper into the small business business with tools to help online and offline sellers. (While attempting to squash competitors in both areas.)

First is Amazon Local Register. This is point-of-sale gizmo that allows anyone to accept a credit card as payment. It’s a direct competitor to Square which I see being used in the brick-and-mortar world all the time.

The app doesn’t do anything the competitors don’t already do but Amazon Local Register is doing it for less money. Amazon is charging 2.5% on all transactions, Square charges 2.75%. If you sign up before October 31 you’ll get a drastically lower promotional rate of 1.75% percent per card swipe  until January 1, 2016.

Twitter and Pinterest have fun with video

twitter videoVideo may have killed the radio star but it’s doing wonders for online marketers! Today both Twitter and Pinterest have video-themed announcements.

First, Twitter rolls out Promoted Video Tweets. This is the paid version of the Twitter Video Card they began testing earlier this year. With this new, streamlined experience, Twitter skimmers can watch videos right in their feed with a single click. Naturally, this has led to more video views because who isn’t going to click when they see that tempting blue button?

Want more people to see your video? Simply pay to promote it and Twitter will insert it in millions of feeds all over the world. Or not. Because Twitter likes to play favorites and right now this option is only available to a select few.

Facebook launches cross-device tracking for Facebook ads

"The iOS family pile (2012)" by Blake Patterson Yesterday, we were talking about how email marketers tend to use open rates rather than revenue as a measure of success. Today, we’re moving over to social media marketers and their version of the same problem.

We’re living in a cross-device world. Susan uses her smartphone to skim Facebook while she’s waiting for her coffee. She sees an ad for a product but before she can buy, the barista calls her name. Phone goes in her purse and she’s off to work.

Later in the day, she remembers the ad (if the advertiser did a good job of branding), visits the store online and buys the item. The ad worked. But you wouldn’t know that for sure because you couldn’t link the two.

Guess what. Facebook says, they can link the two.

25% of small business have zero presence in local search results [infographic]

If 88% of consumers who search for local businesses on their mobile device ultimate call or visit that business within 24 hours, I’d want to make sure my business was found. Wouldn’t you?

Apparently 25% of small businesses have failed to get the memo, because they have zero presence in Google or Bing local search results!

Small Business Local Marketing Infographic

(Via Infographic Journal)

Majority of email marketers don’t use sales numbers to measure success

Lionsbridge email reportHow do you measure the success of your email marketing campaigns?

74% of marketers who responded to the 2014 Global Email Survey from Lionbridge Technologies said it was all about the open rate.

An important number, for sure, but what about an email’s impact on revenue? Less than half of the respondents said they connect the dots from email to sales and it makes me wonder why? Opens are great, but they don’t pay the bills.

In the recent past, matching sales to email opens was tricky and time consuming, but surely that’s not the case anymore. We have tools that can tell you when a customer mentions your company at a cocktail party (an exaggeration, but you get the point), it can’t be that hard to follow the clicks from email to checkout.