Performics Weekly Research Recap


Posted by Cristina Lucero & Christina Mannarino, Performics Research & Insights Team

Hello Everyone!

Highlighted below are some emerging trends and insights that maybe of interest to you:

United States

Channel Insights

Social

Facebook wants to de-emphasize click-throughs and put more focus on engagement. (Facebook)

  • The key point is that social “signals” — Likes, retweets, etc. — are becoming a much more powerful force in determining user behavior online and therefore engagement plays a more critical role.
  • This move toward social networks and socially driven engagement as a form of advertising is changing the search landscape as internet users are being influenced more by the recommendations and social signals of their friends.
  • However, to prove that advertising on Facebook makes sense for brands, Facebook has to show there’s something else to be gained than just prompting users to click on a banner ad.
  • The problem is that many advertisers haven’t yet made the leap to seeing “likes” and mentions of a brand as being worth as much or more than a click-through.

Understanding the New Facebook 'Page Insights'. (Facebook)

  • With Facebook's new page insights, brands can see how the messages they put on their page reach people throughout the Facebook network, and they can also optimize for the messages — whether they are photos, videos, questions, etc.
  • Marketers should use Page Insights to improve how much people share content on a brand's Page with others – which in turn increases virality and reach.
  • Marketers should analyze the new post analytics data to see what content creates the most engagement and do more of that to increase virality and brand awareness which will drive growth and adoption amongst friends of fans.

Search

Hitwise: Google Back Above 66% US Market Share in September 2011.

  • The combined Bing-powered search comprised 28.07 percent of searches for the month, with Yahoo! Search and Bing receiving 15.27 percent and 12.80 percent, respectively.
  • Search queries of eight or more words increased 3 percent from August 2011 to September 2011.

The Highs & Lows Of Search Retargeting: Version 3.0 Is Here Already. (Search Engine Land)

  • Search retargeting leverages the power of search and executes it with the scalability of display.
  • Search retargeting 3.0 leverages dynamic creative, but unlike a typical dynamic setup, there is actual search data to work with, producing richer and more relevant experiences for the end participant.
  • Like site retargeting and the SEM program itself, search retargeting typically becomes an evergreen program, running continuously as a reliable source of revenue.

Mobile

Mobile Becomes a Significant Business for Google With $2.5 Billion Annual Run-Rate. (AdAge)

  • Google disclosed that mobile revenue–both search and display advertising–is now a $2.5 billion run-rate business, up from $1 billion a year ago.
  • There's more of a consensus around Google's long-term gains in share of paid search spend.
  • Google's share of paid search has risen from 70% in the first quarter of 2008 to 82% this past quarter.

Ease of Use is a Must for Mobile Sites. (Internet Retailer)

  • Make mobile sites user friendly – take the same shopping tools from the web site and recreate them for the mobile web, while also making sure mobile users find them useful.
  • One tool that bridges the web site and mobile web site is a universal shopping cart – use icons to represent different brands.
  • Usability tests revealed that participants wanted a larger search box and to see large photos of the products available for sale, even if only two or three were visible without scrolling, rather than have lots of smaller images they had to click to expand.

International Insights

Social

UK: December and October busiest months for social media. (Experian Hitwise

  • Social media observes two seasonal trends – The first is an early summer peak in visits in June and the second seasonal trend is a recovery in visits in September and October before a yearly peak at Christmas.
  • September data is a resurgence in market share of visits to Facebook, which bounced back after the summer dip to account for nearly 52% of all visits to a social network.
  • The message here for brands who want to capitalize on social media traffic is to start implementing their social strategy now rather than waiting for Christmas

Thanks for your time!

Research Team


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