Out of Contextintroductory3

Kenneth Noland said, “For me context is the key -- from that comes the understanding of everything.”

If you exclude context from your marketing strategy, not only will your audience become horribly confused, but you’re going to get left in the dust, too. It's up to all of us marketers to deliver the right message, to the right person, at the right time ... and also in the right location. Examples of poor context can include inaccurate personalization in emails, untargeted ads, or even something as simple as choosing an inconvenient time for a webinar.

Not to worry, though! This week’s roundup is geared towards improving your context marketing, helping you achieve success with dynamic content, and better understanding your buyer personas. Of course, we’ll also give you an update on what’s happening in the world of marketing today. ;-) Ready to get started? Here we go ...

Game Over: Twitter Mentioned In 50% Of Super Bowl Commercials, Facebook Only 8%, Google+ Shut Out, From Marketing Land

Last week, both marketers and sports fans alike were focused on the outcome of Super Bowl XLVII. Of course, the question of “Which team will win the game?” came up, along with “Which brands will stand out in the competitive ad battle?” But the question, “Which social networks will prevail as the most popular means of communication during the game?” was something slightly newer to the standard Super Bowl traditions.

To give you a sense of how Super Bowl XLVI’s social media participation went last year, brands had mentioned following the conversation on Facebook and Twitter equally at 8 times each during commercials. This year, commercial mentions of Twitter amounted to 26, Facebook at 4, and YouTube and Instagram at 1 each. That’s a 50% drop for Facebook and about a 300% increase for Twitter, proving the importance of multiple devices and real-time communication during live events. This result from the Super Bowl further illustrates Google’s stat that, 77% of TV viewers use another device at the same time in a typical day.

Speaking of Google, what happened to Google+? Why weren’t they mentioned at all during Super Bowl commercials? They are, after all, the second largest social network worldwide after Facebook. You’ll notice that once Marketing Land published this post explaining how Google+ was shut out, avid Google+ users and defenders starting complaining in the comments because Google+ and Twitter both support hashtags. After some digging, Marketing Land came to the conclusion that those Super Bowl hashtags really were for Twitter. This isn’t terribly surprising. Google+ didn’t have any mentions during commercials last year either. Want to hear more about the Super Bowl social network debacle? Read the full story from Marketing Land here.

Introducing Your Instagram Feed on the Web, From the Instagram Blog

Remember when Instagram brought user profiles to the web in November 2012? Well, this week they also brought the newsfeed to the web via Instagram.com! With this new update, you can like and comment on posts like you can on the mobile app, and you can follow certain users by clicking through to their individual profiles. Three big things, however, are missing from this update. One, you still need to take and upload your photo via mobile device if you want to post it on Instagram. We don’t see this update coming anytime soon since Instagram mentions in their announcement, “We do not offer the ability to upload from the web as Instagram is about producing photos on the go, in the real world, in real time.” Two, when you look at your newsfeed on Instagram.com, you will see that hashtags come up as plain text instead of linking to a stream of common images using the same hashtag. Three, there is no search bar on the web version of Instagram, so there’s no way to discover new images. You can only see images from people you currently follow or through different user profiles on the web, which you can access by clicking through to their profile or typing: http://instagram.com/hubspot for example.

All three of these missing features would be extremely helpful to marketers. Especially for campaigns or contests like Oreo’s #cremethis #cookiethis campaign. For now, the only way to see submissions for this campaign are if you go to http://instagram.com/oreo and view Oreo’s web profile. Additionally, there’s no way to search for submissions or mentions of “Oreo” in general unless you go to the mobile app. Although the web version of Instagram isn’t ideal for marketers at the moment, this is a sign that the app will further develop their web presence to help marketers and users alike become happier and more successful with their experience. Want to hear more about this update? Read the full story here.

Facebook Is Said to Create Mobile Location-Tracking App, From Bloomberg

When developing your buyer personas, did you find that your target customer comes from specific locations? How do they work, live, and play? Do they jump between multiple devices to find a solution to their needs? It’s becoming more and more vital to consider location and mobile usage in your marketing. Facebook is certainly realizing this, considering how they are developing a smartphone application that’s meant to track the location of users so they can find nearby friends. The app will be launched in mid-March and could “help Facebook sell ads based on users’ whereabouts and daily habits,” according to Bloomberg.

Hold on. I just want to pause for a second and reiterate the importance of creating buyer personas for your company. Do you know your target audience’s whereabouts and daily habits? If not, you should. This knowledge will help you gain a better understanding and a clearer vision of who exactly you’re marketing to, so you can tailor your messages accordingly across all channels. Getting to know your personas will help you create more lovable marketing -- sending messages to the right people, in the right place, at the right time. Are you curious to learn more about Facebook’s new location-based tracker? Read the full story here.

The Big AdWords Update: Enhanced Campaigns Puts The Focus On Mobile, From Search Engine Land

Google’s Nick Fox, VP of Product Management, asked his team a very valuable question last year: “If we were going to build AdWords today, what would it look like?” As a marketer, this is a question you should constantly be asking yourself and your team too. If you were going to build your marketing strategy today, what would it look like? Times have changed, and they’ll keep on changing. It’s so important to be agile in your marketing -- now, more than ever.

With the increased use of mobile phones and tablets, Nick Fox was curious to see how AdWords could grow, evolve, and adapt to make life easier for folks on the go. That’s where enhanced campaigns come in -- designed to simplify PPC campaign management across many devices, and increase the use of mobile advertising. These new and improved campaigns highlight three main features: simplified budget allocations, dynamic delivery to show ads to the right person, in the right place, at the right time based on searches, and more comprehensive reporting for tracking multiple types of conversion. Sounds great, right? The only catch here is that default bids will be set based on desktop/tablet activity, not mobile. Want to learn more about these new and improved ads? Check out the full story here.

Free Ebook: How to Optimize Landing Pages for Conversions

All this talk of AdWords conversion got me thinking … how are your landing pages looking? Are they optimized, not only for search engines, but for conversions too? If you are trying to generate new leads or sell products online, landing pages are the place to make that happen. The problem is, the average adult attention span is about 8 seconds. How can you capture visitors’ attention and convert them into leads in such a short amount of time? This ebook will take you through every element of your landing page, teaching you how to A/B test for success, optimizing your Thank-You pages, where and how to share your landing pages, tying these pages into your lead nurturing campaigns, and finally closing the loop with integrated analytics. Taking these steps will help you see much more clearly so you can determine what works, what doesn’t, and what to improve for the future. Are you ready to get started with your new and improved landing pages? Download the free ebook here.

Google Warns SEO & Businesses to Avoid Fake Reviews, From Search Engine Watch

This week, Google announced some improvements to their spam detection algorithms, which will increase the number of reviews that appear on local Google+ pages. As they mentioned in their reviews update, “We at Google are committed to helping people to get ratings, reviews, and recommendations that are relevant, helpful, and trustworthy. To protect both business owners and customers from spam reviews, we have systems in place that may remove individual reviews.”

Hmm … relevant, helpful, and trustworthy reviews? That sounds like some seriously lovable, context-based marketing, hard at work. The biggest problem here will be for people who purchase fake reviews that are written by SEO or reputation management companies to help improve a business’ image and sentiment online. ‘Fake’ or spammy reviews also include those written by employees and reviews that include links. This is great news for the case of context, but note that Google will still leave up both positive and negative reviews if they fit within Google’s guidelines of being a ‘real’ review. Want to learn more about this update? Read the full story here.

What other marketing stories this week make the case for context marketing and understanding your buyer personas? Share them in the comments below!

Image credit: katerha

Originally published Feb 10, 2013 9:00:00 AM, updated July 28 2017


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