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Online Marketing News: Where Brands Are Social, Google Places Updates & the Big Data Disconnect

Posted on Apr 12th, 2013
Written by TopRank Marketing
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  • Online Marketing News: Where Brands Are Social, Google Places Updates & the Big Data Disconnect
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    Where Brands Are Social - Technorati Media

    Technorati Media Shares: Where Brands Are Social

    Over 90% of brands recently shared with Technorati Media that they have a presence on Facebook, with Twitter and YouTube comig in second and third with 85% and 73%, respectively. Just 26 percent of brand managers report a presence on Google+, lower even than Pinterest at 41%. According to their 2013 Digital Influence Report, Technorati also found that “brands are spending the largest parts (nearly 75 percent) of their digital budget on display advertising, search and producing video. Spending on social, including influencer outreach, makes up only 10 percent of brands’ digital marketing spend.”

    Far Fewer Shopping Results in Google Universal Search Results Since Move to Paid Model

    In news that shocked no one but affirmed brand fears over Google Shopping’s shift to a paid model, SearchMetrics finds that Google Shopping integrations in universal search results have dropped 79%. Universal search results are those that display media such as images or video.  In January 2012, shopping results accounted for 20% of universal search integrations; however, by December it had fallen to just 5%. Get the full Universal Search Study report from SearchMetrics.

    Study Highlights The Big Data Disconnect

    Big Data Disconnect for Brands

    Brands are missing the boat in big data strategy, according to a SAS and SourceMedia study that found just 12% of organizations surveyed execute against a big data strategy in their daily operations. As the graphic above shows, just 5% of brands are in the testing stage, while 11% are in the planning stage. The survey also found no real consensus on who owns the data management strategy in organizations. “Big data or not, data management will help determine which companies thrive and which ones struggle in the years to come,” said Todd Wright, Global Product Marketing Manager for SAS DataFlux Data Quality. “The 12% of organizations that are already planning around big data enjoy a significant competitive advantage,” he added. See more insights and analysis at MarketingProfs.

    Twitter & The Weather Channel Team Up in Custom Content Deal

    Twitter will partner with The Weather Channel to serve up embedded, promoted custom content during weather events using their “Cards” technology, according to AllThingsD. The deal is similar to Twitter’s partnership last year with ESPN, in which third-party advertisers sponsor the custom content. “There’s nothing more real-time than weather, and there’s no better real-time communication platform than Twitter,” said Joel Lunenfeld, Twitter VP of global brand strategy. It may take time, however, to get brands on board with sponsoring weather-related tweets.

    Updates to Google Places for Businesses Improve “Look and Feel”

    Google Places for Business updates

    Brands using Google Places for Business will soon notice a new interface, designed to improve integration with other Google products and give the service an overall better “look and feel.” Qasar Younis, Senior Product Manager at Google, explains, “Through this upgraded interface, you will be able to access your local Google+ page to take advantage of social features like sharing photos, videos, or posts. For businesses who also use AdWords Express and Google Offers, managing your ads and promotions is easier than ever.” Users will receive an email notification once their account is upgraded.

    Google Gaining Ground on Facebook in Social Logins War

    As the two greatest social giants battle it out to dominate the social login market, Google is stealing away some of Facebook’s share. Facebook currently accounts for about 46% of social logins on Janrain’s platform, they said, while Google’s share is 34%. This represents a 3% drop for Facebook from Q4 2012, during which time Google’s share increased by exactly 3%. This marks the second consecutive quarter in which Facebook has given up market share to Google in the social login arena. See more on this report from TechCrunch.

    In the @TopRank Community This Week

    It was a busy week in the @TopRank social community this week, with plenty of great advice and instruction coming out of Social Media Marketing World 2013, where TopRank CEO Lee Odden spoke on integrating blogging with content marketing that inspires action. During Lee’s session, his incredibly active audience shared close to 300 tweets packed with digital marketing advice for their networks, including this awesome sketchnote from creative Anne McColl.

    #SMMW13 Sketchnote from @leeodden session on blogging

    In addition, session attendees Rachael Silvers and Isaac Wardell each won a copy of Lee Odden’s Optimize for their tweeting prowess.

    Lee Odden and Rachael Silvers, Optimize winner, at #SMMW13

    Check out the @toprank Twitter channel and the #whatthefoc hashtag this Wednesday, April 17th, for live tweets from MIMA, as Lee Odden discusses The Future of Content with Minnesota marketers. Also, stay tuned to #trnews for breaking news across the digital marketing landscape in the weeks ahead!