Best Digital Channels to Increase Revenue

With so many digital channels, it’s really hard to identify which one has the biggest impact on revenue. In fact, approximately one-third of marketers are unsure of which digital tactics are the most effective.

A year ago, email marketing was ranked as the best channel in terms of return on investment, with 68% of companies rating the channel as “good” or “excellent.” Revenue from email had increased proportionately by 28% in one year.

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But the success of the channel could depend on whether you are a B2B or B2C marketer.

According to a recent study from Webmarketing123, Email marketing remains the most effective digital tactic overall. However, B2C marketers found that paid search was the most effective digital tactic, with 24% saying it has the biggest impact on revenue whereas B2B marketers from that email was most effective.

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When it comes to social media channels, B2B marketers have found the greatest success with LinkedIn. Although a large percentage still do not know if they generate revenue at all from social media. For B2C marketers 56% say that Facebook has generated the most the most revenue.

With that said, email is one of the easiest digital channels to measure in terms of revenue generation and ROI. Measuring the revenue from social media marketing is more challenging since it involves intangibles such as engagement, audience reach, and “buzz.” But using tools such as Google Analytics Campaign Tracking can help bridge the gap.

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Everything I Learned about Social Media, I Learned From Taylor Swift

Taylor Swift is more than just a GRAMMY award-winning singer-songwriter, she is also the master of social media. Here are the top 4 social media marketing lessons we can learn from Taylor Swift:

  1. Sharing is caring

Many brands and celebrities just talk about themselves. But Taylor Swift’s Twitter feed is full of retweets of undiscovered artists covering her songs, of wedding videos using her songs and lots of fan collages. Taylor regularly comments on fans posts and this past Christmas, better known as #Swiftmas, she sought out lucky fans and randomly sent them gifts.

  1. Treat fans like friends

There is a personal and casual nature associated with social media and Taylor understands and enjoys putting herself out there. She knows that by treating fans like friends they will want to support her back. While haters are gonna hate, having a sense of humor and vulnerability often leads to social media success.

  1. Tailor the messaging by platform

Audiences are different on various social media platforms, however, most brands use the same content across all platforms. Taylor finds unique ways to engage with her fans through each social network. She uses them to show how her fans’ lives intertwine with her own.

  1. Make important announcements

Back in August, Taylor gave clues to fans on Instagram about her albums release. This gamification strategy works great for brands because it gives the audience another reason to follow.

Her social media success can be simply be attributed to her authentic lifestyle. While many brands interact with fans authentically and consistently, Taylor has a way of making her fans feel like she genuinely loves them back.

That mutual love has translated into her latest release, 1989, becoming a Billboard number-one selling album for 10 weeks running and has been the fastest-selling album in 12 years. Taylor ranks number 18 on Forbes’s celebrity list and is estimated to be worth over $200 million.

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Why Always #LikeAGirl Won the Super Bowl of “Social Buzz”

The New England Patriots and the Seattle Seahawks were not the only teams fighting for a win last night. There were over 35 brands vying for the attention of the 114.5 million viewers who watched Super Bowl XLIX, often known as the biggest advertising event of the year. But in today’s world of emerging media, success is no longer defined by the number of television viewers it reached. Instead, success is being defined by the amount of “social buzz” an ad generates before, during and after the event.

Adobe has been harvesting the “social buzz” around this year’s Super Bowl ads with its Adobe Social which analyzes over 4 million social media mentions on Twitter, Instagram, Facebook, YouTube, Tumblr, Flicker, Reddit, Foursquare, Google+, WordPress, and other blogs. The algorithm takes into account a combination of total mentions, Super Bowl buzz growth over an average day, sentiment, spend efficiency, an international reach.

Adobe’s winner: Always #LikeAGirl ad. Proctor & Gamble’s ad focusing on female empowerment snagged the top spot with over 400,000 mentions. It also drove the highest positive sentiment across social media mentions with 84% of mentions focused on feelings of admiration and joy.

Since all the Super Bowl ads were readily available online, Omnicom-owned Annalect and Optimum Sports measured the total number of online engagements for Super Bowl ads. Its findings were assembled with crowdsourcing, creating a score that considers all public information about an online ad’s performance – including views, clicks, “likes” and shares on various digital platforms. It found that while people saw hashtags in half of the Super Bowl commercials, people did not notice many calls to action to follow the brand’s social media accounts. However, Always #LikeAGirl hashtag campaign generated 920 million engagements according to Omnicom’s findings making it the top ad in engagement.

Interestingly, Omnicom also found that logos have a strong impact on digital engagement. Sixty-five percent of ads showed a logo three times or fewer, which led to the highest level of online engagement. And you guessed it, Always was one of those brands who downplayed their logos.

It’s clear that the Always #LikeAGirl ad was designed for “social buzz” with its hashtag title and call out at the end, “Let’s make #LikeAGirl mean amazing things.” Therefore, it is no surprised that the data supports its success.

Taking a cue from the Always #LikeAGirl campaign, here is what marketers can do to increase “social buzz” and online engagement:

  1. Focus your message on positive sentiments
  2. Make sure your hashtag campaign has a clear call to action
  3. Downplay your brand’s logo