2016 SOCIAL MEDIA MARKETING INDUSTRY REPORT

| June 30, 2016

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This study surveyed more than 5,000 marketers with the goal of understanding how they're using social media to grow and promote their businesses. On the following pages, you'll discover:

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Omnichannel and Multichannel Marketing: Major Differences

Article | June 24, 2021

There are different methods to advertise your products or services. Those methods allow a business to be heightened, provided that those valuable advertising methods are executed appropriately and tactically. Amongst them, these two kinds of advertising are considered profitable and impactful; multichannel and omnichannel marketing. Different businesses like; e-commerce, advertising agency, hospitality, pharmacy, etc., utilize different marketing methods according to their requirements. Some of them use multichannel marketing, and others focus on omnichannel marketing. In many aspects, these two marketing methods have various similarities. But, few key differences make them unique. Multichannel Marketing Multichannel marketing is the process of utilizing direct and indirect communication channels to sell your products or services or engage with your customer. Here channel means social media, emails, display advertising, a website, a retail location, a promotional event, etc. Multichannel marketing primarily focuses on a unique strategy for each channel. Omni-channel Marketing Omni-channel marketing is also the form for advertising where both channels, online and offline, come to sell products or services. Here channel refers to various social media, website, blogging, a website, email, etc. An Omni-channel marketing objective is to provide integrated experiences. Key Differences Between Multichannel And Omni-channel Marketing Multichannel marketing- Multichannel marketing utilizes multiple channels, but each channel has its objective. In other words, you can each channel works independently. All communication channels work autonomously with no communication between any channels. It provides organization-centric messaging Conveys different messaging on different channels Restricted accessibility of data flow (one channel now and again) Lack of clarity amongst channels Multichannel marketing enhance the reach Omni-channel marketing- Omni-channels marketing also works on different channels, but those channels are behaviorally connected means it provides an integrated experience. All communication channels work collaboratively and in the sink. Omni-channel marketing delivers client-centric messaging. It delivers consistent and uniform messaging on all channels Simply reachable for all channels (Data flow) Comprehensive transparency among all channels Omni-channel marketing helps to expand personalized communication with clients Statistics About Multichannel Marketing Benefits 95% of marketers say that they know how important multichannel is for targeting. 72% of consumers say they would rather connect with brands and businesses through multichannel. 91% of retail brands use two or more social media channels. 50% of marketers using multichannel marketing strategies were usually able to hit the financial target. Every internet user has 5.54 social media accounts on average. Consistent interactions across channels are preferred by 90% of customers. Digital video is used by 91% of companies that have estimated revenue of over $500 million. At least eight marketing channels are used by 51% of companies today. Multichannel B2B campaigns see an average increase of 24% in ROI. Those with a strong multichannel approach in their marketing see a 9.5% increase in annual revenue. Statistics About Omnichannel Marketing Benefits Companies with omnichannel customer engagement strategies retain on average 89% of their customers. 87% of customers think brands need to put more effort into providing a seamless experience. According to a survey conducted by Aspect Software, businesses that adopt omnichannel marketing strategies achieve 91% greater year-over-year customer retention rates than businesses that don’t. Forty-eight percent of customers tend to share their information for a more personalized experience. Customers who have an omnichannel experience spend 13 percent more online than those who only use one channel. Sixty percent of millennials expect a consistent brand experience whether they interact online, in-store, or via phone. 9 out of 10 consumers want an omnichannel experience with seamless service between communication methods. (UC Today) 85% of digital consumers start the purchasing workflow on one device yet finish it on another. The Challenges That Are Mostly Face With Multichannel Marketing Different kind of advertising needs a different type of approach. Multichannel marketing is a time-consuming phenomenon. There are some challenges here with multichannel marketing that most marketers experienced. Handling one channel is not very expensive, but multiple channels require a smart amount of investment. Multichannel marketing is an expensive and time-consuming phenomenon. It does not mean you will always succeed by instigating a multichannel marketing strategy. Most marketers face such kind of problem. They find it challenging to decide the appropriate channel approach and cannot conclude to opt-in terms of budget allocation. When it comes to managing one channel, it’s not that difficult, but when you start focusing on multichannel, you will have to take care of each channel in every direction. In other words, you say each channel has its property, and to handle it, there is a specific way. Each channel performs differently; Instagram is not for article writing, and LinkedIn is not made for personal socialization. So it becomes hard for the marketers to pay equal attention to each channel. In multichannel marketing, data is the most valuable asset that you have to store and utilize effectively so that you can experience profitability. Still, more than 62% of marketers have no automation tools. In addition, 37 percent of marketers found it challenging to leverage customer data. The Challenges Most of the Marketers Face With Omnichannel Marketing Whether it is multichannel marketing or omnichannel marketing, or some other form of marketing, each advertising has its loopholes. Let’s have a look at the challenges with omnichannel marketing. Getting connected with customers or potential clients via similar one-size-fits-all messages across each channel simultaneously is not problematic. Probably the most fundamental tech stacks can hold this. But, it doesn’t give that much response in terms of customer satisfaction. So, how can you make those communications impactful? Lack of technical skills and resources is one of the biggest challenges in omnichannel marketing. Most marketers don’t have the appropriate tool to manage omnichannel marketing; even skilled people are rare to find. In omnichannel marketing, millions of data have been shared in video, text, infographic, gif form, etc. Those data are designed to influence the target audience or prospects. Still, it becomes difficult to maintain the quality of the content on multiple channels. Final Thoughts Both types of marketing are highly effective and result-oriented. Both follow various channels to reach their target audience and convince them towards their products or services. Overall the objective of both channels is similar apart from some differences. Both marketing are very impactful and help to intensify your business. Marketers are satisfied with both, but if you want to choose one, it isn't easy to find because it differs from business to business or requirement of approach. It is a life-long debate. But, one thing is for sure while implementing, you must comprehend its challenges in a very detailed manner. Frequently Asked Questions Q. Why omnichannel and multichannel marketing is essential nowadays? Multichannel and omnichannel marketing strategies provide a unique experience to your customers and target audience and give profitability by enhancing your brand visibility. Q. How has omnichannel marketing emerged? Omni-channel marketing is a very old marketing strategy, but in 2015 more than 45% of companies noticed that executing an omnichannel marketing strategy provides positive ROI. Since then, it has become a buzzword for marketers. Q. What is the main difference between omnichannel and multichannel marketing? In multichannel marketing all channel work separately however, in omnichannel they are interactively connected. Q. What are the omnichannel examples? Here are some great omnichannel examples; Facebook, Twitter, Instagram, email, blogger, Instagram, etc.that have been growing exponentially { "@context": "https://schema.org", "@type": "FAQPage", "mainEntity": [{ "@type": "Question", "name": "Why omnichannel and multichannel marketing is essential nowadays?", "acceptedAnswer": { "@type": "Answer", "text": "Multichannel and omnichannel marketing strategies provide a unique experience to your customers and target audience and give profitability by enhancing your brand visibility." } },{ "@type": "Question", "name": "How has omnichannel marketing emerged?", "acceptedAnswer": { "@type": "Answer", "text": "Omni-channel marketing is a very old marketing strategy, but in 2015 more than 45% of companies noticed that executing an omnichannel marketing strategy provides positive ROI. Since then, it has become a buzzword for marketers." } },{ "@type": "Question", "name": "What is the main difference between omnichannel and multichannel marketing?", "acceptedAnswer": { "@type": "Answer", "text": "In multichannel marketing all channel work separately however, in omnichannel they are interactively connected." } },{ "@type": "Question", "name": "What are the omnichannel examples?", "acceptedAnswer": { "@type": "Answer", "text": "Here are some great omnichannel examples; Facebook, Twitter, Instagram, email, blogger, Instagram, etc.that have been growing exponentially." } }] }

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Transformation of Content Marketing in COVID-19

Article | June 30, 2021

Content marketing in COVID-19 has been wholly evolved. Let’s discover about transformation in content marketing strategy by knowing valuable statistics and necessary guidelines. Introduction Content marketing is a strategic way of marketing approach that primarily focuses on top-notch content, authenticity, valuable information, and customers' need to attract their audience to buy their products or services. The content you are delivering to your target audience, customer, or prospects should be valuable, authentic, and need to reach them in a way that feels organic and accepted. Content plays a very decisive role in the establishment of a brand. Content marketing growth statistics show that 77% of marketers say their company has a content marketing strategy. Meanwhile, 69% of successful B2B marketers now have a documented strategy for content marketing in COVID-19 More than 77% of marketers have transformed their content marketing strategy owing to pandemics. Marketers believe that the pandemic intensely affected people. Now, it has become challenging to influence your target audience with outdated strategies. The need of the hour is to approach your audience with calculative steps, innovative ideas, and well-research content. Let’s look at each aspect of content marketing in the COVID-19 strategy that can turn your innovations and ambition into success. Types of Content Marketing There are a variety of content marketing types that differs from business to business. It’s eventually about what kind of content marketing helps your business to reach a definite goal. Here are some common kinds of content marketing. Blogs User-generated content Social Media Posts Videos Podcasting Email Infographics Ebooks Whitepapers Case studies Memes Why Content Marketing Matters? The famous saying “Content is King” is undoubtedly true. Your content marketing strategy decides your business existence. Let’s find out how content marketing is far better than other marketing tactics. Content marketing is a significant component of each digital marketing strategy which is unavoidable. A persistent content marketing strategy provides positive ROI. Unique and thorough content assists SEO in performing better. It is cost-efficient. It builds trust with your customers. It makes your marketing funnel better. Content marketing strengthens your communication with customers. Different industries such as OTT, digital marketing are entirely dependent on content Quality content makes you stand out from other competitors. It increases mouth-publicity. Content marketing turns your visitors into customers. It decreases your advertisement spends. Educate your leads and prospects about your products and services. Quality content aids other marketing strategies to accomplish your business goal. Statistics about Implementing Content Marketing Strategy 89% of content marketers use blog posts in their content creation strategy. 70% of marketers are actively investing in content marketing. 78% of companies have a team of one to three content specialists. 24% of marketers plan on increasing their investment in content marketing. 94% of marketers use social media for content distribution. 70% of the B2B content marketers say their brand’s content marketing efforts have been much more successful than last year. 96% of the most successful content marketers say that content marketing has helped them build credibility and trust with their audience. 61% of consumers have also bought something that’s recommended by blogs that they read. 69% of marketers use content to tell stories. Make Your Content Marketing Strategy More Powerful in COVID-19 Holding presence on demanding platforms and perform remarkably is only possible when you have a resilient, persuasive, and extensively researched content marketing strategy. How content marketing in COVID-19 has entirely changed, and how can you utilize those strategies to keep your audiences engaged and experience profitability? Let’s understand. Organizational Support Your content marketing strategy is nothing without organizational support. Most of the time we find people working department-wise and don’t participate in other’s department activity. Whether you have a big team or a small one, you will need to have everyone in the company participating in your content strategy. They can give their contribution in any form. Reanalyze Your Goal Setting a goal is not enough at the time of pandemics when businesses are grappling with various challenges. You need to recalculate your goal regarding every element such as target audience, finding a niche, market research, budget, etc. Write for Your Customer, Not for Your Brand Undoubtedly, experiencing profitability is your business goal, but sometimes it is essential to understand your customers’ expectations or needs. Therefore, your content marketing strategy only will be succeeded when you have a proper understanding of your audience, prospects, or customers. Determine Your KPIs After setting your goal, your next job is to develop key performance indicators. KPIs are highly effective in quantifying your actual performance against your objectives. Unique page visits, downloads, shares, inbound links, CPC, CPL, ACV, products review, website traffic are the essential key performing indicators to evaluate your performance. Find out the Right Kind of Content It is not essential to adopt each content type to be in the race. It would help if you finalized that which content type is appropriate for your business. You cannot invest your entire budget in every kind of content. When it comes to the whitepaper, it performs differently as compared to social media posts. Analyze Each Channel Performance When you are writing for your blogs, it doesn’t go the same way you write for the whitepaper. Different marketing channels need a specific style of writing. It could be narrative, persuasive, expository, or informative. Therefore, analyzing the performance of each channel is mandatory so that you can choose your appropriate channel and write accordingly. Enhance the Quality of the content The quality of the content should be the utmost important concern to each marketer. Therefore, you can’t compromise with the quality of the content. Quality content consists of authenticity, valuable information, readability, visual appeal, authoritativeness, length, and extensive research of that particular industry. Be Innovative and Approach with Humor Innovation is the critical component to transform your content marketing strategy. Promoting your products or services by being innovative and approaching with humor is vital in this time of pandemic when people are dealing with various difficulties. Moreover, an amalgamation of creative content and humor can assist your business in finding out decided results. Final Thoughts Marketers are very well aware of changes in content marketing in COVID-19. And they started discovering to make their strategy better by researching. These valuable tips that have been mentioned above regarding content marketing strategy can surely elevate your business towards success, profitability, and accomplishment of your goal. Frequently Asked Questions How to optimize your content in COVID-19? You can optimize your content by being innovative, holding research skills, and monitoring consumer behaviors & channel preferences. What is the best type of content in COVID-19? It depends on the business but, blogging, social media content, and memes, the whitepaper is the popular content in COVID-19 that various industries are implementing. { "@context": "https://schema.org", "@type": "FAQPage", "mainEntity": [{ "@type": "Question", "name": "How to optimize your content in COVID-19?", "acceptedAnswer": { "@type": "Answer", "text": "You can optimize your content by being innovative, holding research skills, and monitoring consumer behaviors & channel preferences." } },{ "@type": "Question", "name": "What is the best type of content in COVID-19?", "acceptedAnswer": { "@type": "Answer", "text": "It depends on the business but, blogging, social media content, and memes, the whitepaper is the popular content in COVID-19 that various industries are implementing." } }] }

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2020 Is the Year of Digital Omnichannel. Here’s What You Need to Know

Article | June 1, 2020

It seems like just yesterday that the customer service industry began transitioning from a multichannel to an omnichannel mindset. It was a shift backed by data—lots of it. According to Marketing Week, 15 years ago the average consumer used two touchpoints when making a purchase and only 7% regularly used more than four. Today, consumers use an average of almost six touchpoints with nearly 50% regularly using more than four. But, a mindset shift is only part of the equation. For years, many companies struggled to cobble together the best customer experiences they could. They were sold on the idea of omnichannel engagement, but their operations didn’t back it up — what use are all the channels in the world if your customer’s story and data are kept in silos? Cut to everyone heralding the premature death of omnichannel. New buzzwords came out like “channel-less” and “harmonized retail” (for real). But these words all pointed to the same thing: the need for a CX solution that puts the customers above the channel, and harnesses technology to give agents the tools and visibility to deliver deeper customer care. Digital omnichannel is the next word in customer experience. Here’s what it means and how to put it to work. What is Digital Omnichannel? At its core, the digital omnichannel promise is simple; it means supporting customers effectively and cohesively across all digital channels. In customer service, digital omnichannel effortlessly blends digital touchpoints to form a unified view of the customer. Agents can view every interaction that a customer has had with the company, no matter the channel of origin, from a single console. This visibility lets them create a cohesive, deeply personalized customer profile that enables higher quality service. By combining the information gathered from channels like live chat, SMS, social media, and more with pre-existing data found in customer databases or CRM systems, companies can eliminate the blind spots and roadblocks that result from siloed customer service systems and channels for a frictionless and more successful customer journey. Why Adopt Digital Omnichannel? In theory, digital omnichannel aligns perfectly with the existing philosophies of many companies, which are to serve customers quickly, efficiently, and effectively. Here are some of the ways that digital omnichannel is helping companies meet their customer service goals and drive operational efficiency: 1. Optimized agent capacity For agents, digital omnichannel engagement means simpler customer communication and greater ease of use. No more social media queries getting sent to the marketing team, who then emails them to customer service. No more shared inboxes. With a unified view of the customer across all channels, agents can resolve queries more easily, increasing their overall capacity. 2. Increased customer satisfaction Customers expect agents to have access to their whole story when they reach out for support. According to a survey conducted by UBM, 75% of participants cited having to repeat themselves as their biggest issue when communicating with a brand. With digital omnichannel, agents have both the tools and the context they need to satisfy customers and improve KPIs such as first contact resolution rate (FCR) and average handle time (AHT). 3. Reduced costs Improving customer satisfaction can indeed increase revenue—but it can also reduce costs. According to McKinsey, brands that improve the customer journey see their revenue increase by 10 to 15% while also lowering costs by 15 to 20%. 4. Increased agent satisfaction When a channel becomes secondary to the customer experience, it also becomes secondary to the agent experience. According to McKinsey, companies that invest in their customer experience also see an improvement in employee engagement by 20% on average. How Do You Adopt Digital Omnichannel? Once you understand digital omnichannel, the next step is to devise a plan to put it into action. There are three practical steps to building your plan: 1. Identify your channels At this point, chances are you already know which channels your customers want and expect (not sure? Ask them). Here are the top digital channels we recommend: • Live chat • Ticketing and email • SMS/Messaging • Social media • Knowledge base • Chatbots These channels cover both your real-time and “anytime” communication bases. They also provide enough self-support cushion to take the pressure off your agents in times of high-volume or after-hours support requests. 2. Create a digital roadmap for your customers’ journey Once you have selected your channels, it’s time to create your customer experience map. Ask yourself who your customers are, where they are coming from, and what actions you want them to take. Break down your key milestones and consider how you can guide your customers through those milestones using your various digital touchpoints and channels. Consider the role of your website, social channels, live chat, knowledge base, mobile chat, and more, in moving your customer from awareness to loyalty. With digital omnichannel, you will be able to effortlessly watch them move through these stages as you collect data on their engagements. 3. Choose your technology Like omnichannel before it, digital omnichannel is little more than a nice theory unless your operations back it up. So, how do you make your customer service operations digital omnichannel-friendly? You don’t want to spend resources trying to cobble it together yourself because that will introduce a technical price that isn’t worth it. The ideal digital omnichannel solution will integrate with your other core business systems, including CRM, and will scale as your company grows and new technologies and channels are introduced. Agent Assist is the perfect tool to optimize agent efficiency and productivity whilst ensuring accuracy every time. Agent Assist monitors your live chats, understands the questions being asked, and suggests the answers from your knowledge base, canned messages and chatbot intents. Within a double-click of the mouse, your agent can choose and send the most relevant answer. Fast, accurate and easy. The right solution should also have top-notch routing, prioritization, and analytic capacities. Tools such as intelligent routing ensure that your customer’s inquiry gets to the right person at the right time, with the flexibility you need to define your own unique routing procedures. Being able to segment your customers your way—by geography, historical sales, industry, and more—will further help you offer a more specialized and effective customer service program. On the analytics side, you’ll want to be able to set the right KPIs, keep close tabs on them, and learn from what’s going on so you can tweak and improve how you’re delivering. Conclusion A great customer experience isn’t merely about implementing more channels. It’s about making it easier for your customers to contact you when and where they want. It’s about how the stories gathered across those channels are appropriately unified. And it’s about equipping your agents with everything they need to create an ongoing cycle of deeper customer understanding and better service Take your time to research an effective digital omnichannel solution that matches your needs, and to carefully plan out your digital customer journey. You can’t cut corners when building a great customer experience. Fortunately the rewards of thoughtful and well-implemented digital omnichannel engagement will last for years to come.

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Customer Experience: Setting a Strong Foundation

Article | July 16, 2020

To ensure a strong customer experience for all your marketing initiatives, it’s important to take a couple of steps backward to move forward. Building a strong foundation of customer-centric messaging, content development, campaign design, and channel distribution requires investing time and resources into three essential steps: buyer persona development, customer journey alignment, and conducting a content audit.

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Mobile Posse is the leading platform for creating frictionless content experiences on smartphones. Our First Feed™ Discovery Platform is designed to understand the mobile journey and intelligently intersect it with interesting content.

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