The Social Business Imperative: Adapting Your Business Model to the Always-Connected Customer by Clara Shih

Author:Clara Shih
Language: eng
Format: mobi
Publisher: Pearson Education
Published: 2016-03-24T14:00:00+00:00

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Generally, marketers have much more data to work with these days. With new data comes new metrics, such as viewability. For instance, if an ad loads at the bottom of a web page and the consumer visits the page but doesn’t scroll down to where the ad is, the ad is not considered viewable. If you’ve ever wondered why you could click “skip this ad” on a YouTube video or click the “X” on a pop-up ad, it’s because the website publisher is verifying viewability by making sure you are a human being.

In the past, it wasn’t possible to verify viewability of web pages, much less viewability of television, radio, print, or billboard ads. Some make the mistake of trying to compare social media viewability, such as in the Facebook News Feed or the Twitter stream, with these traditional channels, but it’s comparing apples to oranges.

With increasing pressure on marketers to deliver results, lots of people are jumping into the fray to help measure and verify media effectiveness. For example, Facebook shifted to only charging for ads that are viewable. The company also works with advertising clients to conduct “conversion lift” studies to see whether and to what extent campaigns led to improved online and offline sales, as well as other calls to action. To do this, Facebook compares the data between a control group (not shown the campaign) and a test group (shown an ad campaign), and then compares these outcomes with the advertiser’s data (generally from pixel tracking or an in-store point-of-sale system). Third-party data companies such as Datalogix, comScore, and Nielsen Catalina Solutions also partner with brand advertisers to measure ROI across various campaigns and channels. So far, the metrics look pretty darn good. In the United States, social network–driven e-commerce is projected to top $14 billion in sales this year, representing approximately 5% of all online retail revenues.1 According to a recent Business Insider Intelligence report, social media is the fastest-growing referral source of any online channel for retail e-commerce traffic.

1. http://think.withgoogle.com/customer-journey-to-purchase/

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