Wednesday, February 27, 2013

Google Analytics Change History Feature

Similar to the Google AdWords Change History tool, Analytics is rolling out with its own version over the next few weeks. Exclusively for users who have administrative access, the tool lists:

• Date column: The date and time of the activity

• Email column: Which Analytics user performed the activity

• Activity column: The Analytics object (e.g., account, user, profile, goal, filter), and what activity was performed on the object (e.g., added to account, created, deleted)

The days of mystery in trying to figure out who changed what within your account are long gone. For companies who have more than one person accessing their account (e.g., other employees or outside agencies), you now have the necessary tool for complete accountability. This log will maintain a record of activities within the account for the last 180 days.

Like this post? Connect with Erika Barbosa on Google+.

Image credit: katerha

Today's webinar - Creating and Sharing Exceptional Content on Blogger! (webinar)

Since its inception, Blogger has remained one of the leading social sites for personal and business blogging purposes. But many people have either given up, switched to smaller platforms or continue to struggle with their Blogger setups. In this webinar, presented by IMC host Matt Wooddy, we'll explore how easy it is for you to maintain your business Blogger account. Topics from sharing and audience targeting will be covered, giving you an easier way to create exceptional content that your readers will love. 

Click here to register for FREE (2-27-13 at 12:30pm EST)

About Matt Wooddy: 

For the last six years, Matt Wooddy has used his social wizardry to revitalize online marketing campaigns for over 200 brands. Understanding that social media is more than just a place to promote your business, he uses personal interaction and entertaining messages to improve the branding and interest of any given company. Some of his clients have included Art & Ink Publications, CustomUSB, Peachtree Social Agency, Motorsporting and a variety of entertainment companies. While studying Industrial Design at Auburn University, Matt sharpened his graphic design skills to better handle logo creation, website setup and other print media needs. He's also worked as Copy Editor, Lead Writer and Photographer for a handful of print magazines throughout the East Coast, honing his content marketing skills for a better tomorrow.
Click here to register for FREE (2-27-13 at 12:30pm EST)

Tuesday, February 26, 2013

Mobile Strategy Lacking for Many Marketers

Even fewer have a strategy that works. Studies find consumers do research on smartphones, but make purchases on tablets

Regardless of what device you’re using to read this blog, here’s a stat that may startle you: Only one in six (16%) marketers has a formalized mobile strategy according to a new report from the CMO Council. That’s depressing when you consider that there are more than 6 billion mobile phones in use worldwide and they’re one of the most common tools that consumers use to do their research.

CMO’s latest
mobile advertising reportreveals that mobile relationship marketing (MRM) was the single most investigated, tested and piloted marketing activity of 2012. However, because it’s still hard to measure the effectiveness of mobile marketing, many marketers still have doubts about the ROI they’re getting from mobile. More troublesome: researchers found that among marketers who do have a strategy in place, only one in seven (14%) are satisfied with their results.

Lack of case studies and other barriers

Meanwhile, the majority of marketers (77 percent) say the lack of case studies demonstrating best practices is a hurdle. Other challenges include the ongoing fragmentation within mobile media, such as devices using different operating systems like Android and iOS, as well as the lack of a common technology platform for mobile analytics. 
CMO’s findings seem to mirror an IAB study launched last week that found a “lack of understanding” about mobile among both brands and agencies. That, according to IAB, is still the largest barrier to bigger mobile advertising budgets.

Phone = research; Tablet = purchase

Researchers now conclude that the smartphone is the device for research while the tablet is the device for purchasing. According to
Nielsen and a separate study by the Global Web Marketing Team at Lenovo, nearly two thirds (65%) of consumers used smartphones only for research while one third (32%) used smartphones for research and purchasing. For tablets, almost half (47%) used them to do research and the same percentage used them both for research and purchasing.

When asked whether they preferred to download an app or use a mobile website to research and purchase products, 11 percent of consumers said they prefer to download an app, 33 percent said a mobile-optimized website and more than half (56%) said it doesn’t matter as long as they are satisfied with the information they are given. The key takeaway here folks is satisfaction with the results.

Macro View

The current market pullback is a little disconcerting, no doubt. But our view is that it’s more a function of the looming March 1 sequester deadline and Italy’s political instability than a signal of a true market correction.

There are still plenty of signs for optimism. Last week the Fed said it would continue to buy bonds until the labor market improves, which bodes well for keeping interest rates steady. Although jobs and manufacturing data remain disappointing, the housing market keeps improving. A report from the National Association of Realtors (NAR) showed existing home sales rose 0.4 percent last month pushing the supply of homes on the market to a 13-YEAR LOW! Meanwhile, NAR said the median price of a home nationwide is 12.3 percent higher than it was at this time a year ago.


The financial and economic cycles are increasingly decoupled. While the steepest phase of the stock market recovery may have already occurred, we’re still in the earlier stages of the economic recovery. Many business and consumers are just starting to shake off their slumber and pessimism. Good luck happens when preparation meets opportunity. Seriously. If you haven’t done so already, get your mobile house in order before it’s too late!


TAGS: mobile, MRM mobile relationship marketing, CMO Council National Association of Realtors, Lenovo, tablets and smartphones for research, Nielsen

Wednesday, February 20, 2013

Introducing Google AdWords Enhanced Campaigns

Google AdWords Enhanced Campaigns have been rolled out to advertisers this month with a plan to upgrade all campaigns in mid-2013. This feature combines separate desktop and mobile campaigns into one. Rather than editing individual campaigns for possible device combinations, location and time of day, you’ll display your ads across devices with the correct sitelinks, ad text, apps and extensions.

Google positions this product as a way for AdWords to capture the power of context. By utilizing information such as location, time of day and device, advertisers will now have the opportunity to reach their audience with more compelling messages. By way of multi-device marketing, potential customers can seamlessly look for businesses on smartphones, tablets and computers while seeing more relevant ads. For example, if a consumer is searching for a pizza place from their smartphone, they will see a prominent call to action on an ad to click to call.

Love it or hate it, there is no option to opt-out of this upcoming change. You should start reviewing how these changes will affect your campaigns. Although Enhanced Campaigns are aimed at being more unified, you may find many of the fine-tuning capabilities that you are currently taking advantage of will be removed with this update.

Here are a few resources to get you started:

Should You Upgrade To AdWords Enhanced Campaigns?

Upgrading to Enhanced Campaigns

Google Webinars on Enhanced Campaigns

Like this post? Connect with Erika Barbosa on Google+.

Tuesday, February 19, 2013

IOC Grappling with Irate Customer, Membership Base

What B2B marketers can learn from the Olympic Committee’s hasty decision to drop wrestling and USA Wrestling’s lighting response

To borrow a phrase from the irascible tennis star and TV commentator, John McEnroe: “You CANNOT be serious!” 

That’s generally been the reaction of the worldwide wrestling community that was blindsided last week by the International Olympic Committee’s secret decision to drop wrestling from the Olympic Games. Not skeet-shooting, rhythmic gymnastics, yachting, or pentathlon—wrestling. In response, A Who’s Who of wrestling supporters have publicly denounced the IOC’s covert decision, including former Secretary of State, Donald Rumseld, best-selling novelist John Irving, NFL all-star receiver, Roddy White and  tidal wave of athletes, fans, coaches and Olympic enthusiasts on social media.
It’s not easy to get the U.S., Russia and Iran aligned against you on anything, but that’s a rare feat that the IOC has accomplished from its cozy headquarters in Lausanne Switzerland, one of the few locales in the world in which wrestling does not have a stronghold. Maybe the IOC geniuses will drop T'aekwondo too and get nuclear-aspiring North Korea into their hate circle as well. 

It's been over a week since the IOC announcement and things haven't simmered down. Yesterday, 10-time world champion, 
Valentin Yordanov, who won gold for Bulgaria at the 1996 Games, returned his medal in protest of the IOC decision.  

As novelist John Irving noted last week in a New York Times editorial, “Just two of the [IOCs] board’s members come from countries where wrestling is an actively promoted sport. Yet 180 countries wrestle, and only 53 engage in the modern pentathlon. Wrestlers from 71 countries went to London last summer; before they could compete, they had to win some of the toughest qualifying tournaments in the world.”

Demise of the modern Olympic movement?

Around 400 A.D., the original Olympics had become so corrupt it had to be abolished. It took almost 1,500 years for the “modern” Olympics to return, but we may be on the cusp of its second great hiatus.

Ironically, the IOC’s decision to disqualify wrestling was made on the birthday of Abraham Lincoln (a great wrestler in his own day) and during a time of year when youth, high school and college championships are being hotly contested in the U.S.
Sports Illustrated notes that Lincoln was not our only wrestling president. Other grapplers who made it to the White House include George Washington, Andrew Jackson, Zachary Taylor, Ulysses S. Grant, Chester A. Arthur, Theodore Roosevelt and William Taft, who supposedly "mastered a wicked move called the Flying Marc that savagely flipped an opponent to the ground." Ouch.

Lessons for B2B marketers

So, even if you don’t know a headlock from a half nelson, there are some valuable lessons for B2B marketers in this sad tale of public deceit and brand erosion.

We’re not going to deconstruct the less mainstream sports that wrestling lost out to—they each have their own merits, with dedicated athletes and pockets of loyal followers. But wrestling has been around since Day One of the recorded history of athletic competition. Whether or not you like (or understand) the sport, it has ubiquitous global participation and has fought the IOC’s attempts to change its rules for the X-games style TV audience. Dropping wrestling from the Summer Games makes about as much sense as dropping skiing or skating from the Winter Games.

The lesson for B2B marketers is that you’ve got to do your homework before making any bold product portfolio additions (or deletions) and you’ve got to understand your product’s core attributes and why they appeal to your customer base. Here are just a few:

1. Know what you’re up against. "
This is a process of renewing and renovating the program for the Olympics,” beleaguered IOC Spokesman Mark Adams said. “In the view of the executive board, this was the best program for the Olympic Games in 2020. It’s not a case of what’s wrong with wrestling; it is what’s right with the 25 core sports.” Actually Marc, it’s not about what’s right—it’s about who’s kissing your butt the most. Not something most wrestlers are fond of doing.

2. Overcoming adversity.
Wrestling is one of the toughest mainstream sports you can do, mentally, physically and emotionally. Wrestlers live for pain, sacrifice and discipline. Last week, Olympic gold medalists Rulan Gardner and Jordan Burroughs publicly thanked wrestling for pulling them out of poverty and for helping them overcome life-threatening injuries. Taking on elitist bureaucrats from Western Europe will be nothing.

3. Proud History: As Rumsfeld points out in his article, wrestling's Olympic legacy is unmatched. It is one of the oldest contact sports and was an important part of the first Olympic Games, which historians date to 776 BC. The first modern Olympics, in 1896, included wrestling as a marquee event. The sport has missed only one Olympics since then, in 1900. For those counting, that is 26 straight Games over a span of 112 years.

4. Global appeal: Wrestling is a universal sport. More than 170 nations from all over the globe have competed. In London, over 70 countries competed and 29 won medals. It’s not like the sport is dominated by two or three rich countries. Athletes from a great number of nations have won medals -- countries as diverse as Iran, South Korea, Sweden, Cuba and Hungary. More countries have been represented on the winners' podium for wrestling than for nearly any other sport. Globally, the TV audience for wrestling averages 23 million viewers, noted Irving. The modern pentathlon—one sport deemed more Olympic worthy-- averages 12.5 million.

5. Accessibility: To compete, all that is needed is an opponent and a flat surface. Anyone can participate, regardless of geography, weather, race, gender, culture or economic background. It doesn't require a golf course, a swimming pool or a horse.

6. Brand tie in.
“Wrestling uniquely encapsulates the Olympic spirit, even though it harkens back to older and more martial virtues, rather than the arts festival and Kumbaya session that some may prefer the modern Games to be,” argued Rumsfeld. Few other sports are so directly aggressive: It is you vs. one other person, he said. “There is nothing to hide behind; there are no time-outs. It is all up to you. Yet, precisely because of those conditions, few other sports create such remarkable camaraderie among their participants.”

7. Social Networking Muscle:
In response to the Olympic committee's decision, members of the international wrestling community have been reaching out to one another. They are finding common purpose to create a compelling argument for readmission. Within seven hours of the announcement the Facebook pages Keep Wrestling in the Olympics and Save Olympic Wrestling had more than 65,000 likes (and that number doubled to 130,000 by the next morning) and thousands tweeted using the #SaveOlympicWrestling hashtag.

As blogger Jim Licko asked the day after the decision; “Did the IOC solicit any feedback or conduct any kind of formal audience research before making their decision? If so, they may have done a poor job.
Meanwhile, five hours after the announcement, USA Wrestling had developed message points and posted them publiclyvia Twitter, “Here is a list of talking points for everyone when you are discussing the matter of the IOC vote. RT & stand united.”

8. Sportsmanship: Wrestling does not have a true professional circuit and its athletes have rarely been tainted by use of performance enhancing drugs, contract holdouts when they’re already making millions, crass commercialism or violent, criminal acts in their private lives. Said Rumsfeld, “My firsthand experience gives me a greater appreciation for the sport. Wrestling had a positive impact on my teammates, my opponents and me." Rumsfeld also credits wrestling with developing his self-reliance, discipline, perseverance and strategic thinking. That said, he also credits the sport for encouraginh civility, integrity and self-restraint. "These qualities certainly reflect the proud tradition of the Olympic Games, which is why I fervently hope the committee will reconsider its unfortunate decision," Rumsfeld added. 


To exclude wrestling from the Olympics would be devastating for the sport, for the athletes and for the Games. Over thousands of years, wrestling has spread to every continent. It is practiced in hundreds of countries and done through many different styles in many different cultures. The sport has endured war, depression, social changes and globalization. "But the Olympic panel didn't see fit to include it in the 2020 Games," said Rumsfeld. "Something is wrong with that picture."

“I feel most sad for Eastern European and Eurasian countries where wrestling is their national pastime,’’ one of my son's wrestling coaches lamented last week. “It must be devastating to their national psyche to see their heroes and countries rendered irrelevant and obsolete."

DISCLOSURE: The author is a youth wrestling coach and former high school and collegiate wrestler


TAGS: Save Olympic Wrestling, Donald Rumsfeld, John Irving, Roddy White, Rulan Gardner, Jordan Borroughs, Abraham Lincoln, Jim Licko, Keep Wrestling in the Olympics,

Monday, February 18, 2013 Presents: Google Ads: Writing Copy That Converts! Part 2

Back in May of last year, Margie Schneider and Stuart Smith presented a webinar on Google Ads and writing copy that converts. Part 1 was an introduction to Google Ads and these Pay-Per-Click services and how you can use them to your marketing advantage, while Part 2 will dive deeper into becoming a full online marketing professional. 
You can check the archived recording and slides from Part 1 here:!
Click here to register for FREE! (2-20-13 at 12:30pm EST)

About Margie Schneider:

Margie Schneider has been involved with the interactive medium since 1994. She has participated in everything the Internet has to offer: developing, designing and delivering web sites; online advertising and promotion; search engine marketing: SEO and PPC and community and electronic communication. Her specialties include: social media, search engine optimization SEO, PPC management, online reputation management, project management, personnel management, strategizing web development and design solutions; as well as experience marketing across all media types.

About Stuart Smith:

A husband, dad & fitness geek, Stuart Smith is an old school internet marketer and social media guru. With over 10 years of experience in Internet marketing involving PPC Campaigns, website/application development, eCommerce initiatives and marketing, search engine strategies, email marketing campaigns and image/brand development, Stuart has worked with a variety of industries to provide cutting-edge consumer connections. His specialties include online marketing such as Social Media, SEO, Email Marketing, Web Design, PPC Campaigns, GAP Certified, MCSE, eCommerce and Management.
Click here to register for FREE! (2-20-13 at 12:30pm EST)

Friday, February 15, 2013

The GPS of SEO for Panda and Penguin Updates

Was your website affected by either of the two major updates (called Panda and Penguin) that Google made to its search engine algorithm within the past year? If so, you may have become an unwilling expert in new search engine optimization (SEO) strategies out of necessity. Even if your website wasn’t hit with any penalties due to the updates, they have changed the way that we look at optimization.
We updated our ABC’s of SEO – Architecture, Backlinks and Content – with an additional set of guidelines to help your search engine optimization efforts meet the Panda and Penguin standards. Presenting the GPS of SEO:
Great Content = Google’s goal with Panda is quality over quantity. It is still important to post lots of fresh content, but it’s just as important that this content is valuable and incites people to share it, bookmark it, engage with it and spend time with it.
Panda = Advanced artificial intelligence programs reward well-designed, high-quality websites that are visually appealing as well as trustworthy. Basically, your website must be attractive on the inside and out. Luckily, tools like WordPress offer simple and quick solutions for posting a website that is both easy to use and easy on the eyes.
Social Signals = These are equivalent to virtual votes for a website or web page. Google used to use the number of links to determine the value or quality of a page, but it was too easy to simply buy links or use other unscrupulous methods to fake your links. Social signals are “Likes” (Facebook,) “Tweets” (Twitter) and “+1’s” (Google +.) These votes are much harder to fake and, thanks to the Penguin update, much more valuable than a link.
Following the GPS of SEO will help your website get “found” in the vast World Wide Web. Good Luck! 

#Hashtag – Buy Something on Twitter via Amex

Twitter and American Express now have a new partnership that allows users to buy products via a #hashtag.

The way this works is fairly simple. Amex cardholders must “sync” their cards with their Twitter accounts. After you tweet the specified #hashtag to purchase a product, Amex will send a second tweet with instructions on how to send your confirmation tweet. Once you send your confirmation tweet, your credit card is charged and the product is shipped to the address you have on file.

From a business perspective, anything you can do to make the purchasing process easier for the consumer, is a good idea. Time will tell if this initiative will catch on, but I think it just might depending on how compelling the offers are.

Security is my main concern with this new payment method. How can you be assured these tweets are not opening you up to being hacked? I think it would be smart for American Express to address this topic sooner rather than later.

What are your thoughts on this new offering? Please leave your comments below.

Like this post? Connect with Erika Barbosa on Google+.

Wednesday, February 13, 2013

Small Business Disaster Preparedness in the 21st Century

Would you know what to do if your business was affected by a natural disaster tomorrow? Do you have the communications channels and plan in place to take action, or would you simply panic and stop the presses? Many small business owners can’t afford to be closed for even one day. Social media is not only a marketing tool, but it can be a lifeline in today’s modern society.
Recent natural disasters have taught us many things about how interwoven technology is in our 21st century world. Hurricane Sandy was the first widespread natural disaster in U.S. history that showed us how our social networks can help us and our businesses survive and thrive in the wake of a crisis.
Examples abound both during and after Hurricane Sandy about people and businesses reaching out on social media sites such as Twitter and Facebook to get help and offer relief. Nonprofits like Invisible People used Twitter to reach out to homeless shelters and gather its resources to help obtain generators and food for the less fortunate. An animal shelter that posted about structural damage to its facilities on Facebook got 30 volunteers to come out and repair the damage. Over a dozen restaurants in one city banded together to provide Sunday night dinner for its community and used Facebook to spread the word.
Making a plan now for your procedure during a crisis or emergency situation can mean the difference between survival and greater loss. Obviously, safety and family come first for both you and your employees. Once everyone is secure, have a plan for working off-site, accessing the Internet and staying abreast of the latest information. Many federal, state and local agencies have social media accounts that will be updated frequently to help you stay informed. If you’ve built out a couple of social media channels for marketing purposes, you can also keep your customers updated and let them know when you are operational and available for support. Note, however, immediately after a natural disaster is not the time for promotional messages, but it can be an effective way to bridge your company and your community during difficult times. So what are you waiting for? Go make your plan!

Tuesday, February 12, 2013 Presents: Understanding Facebook Analytics

We had some trouble the Wednesday before Thanksgiving with our webinar, so we're happy to bring you the rescheduled material now! Marketing experts Dennis Yu and Cody Vest are joining forces for this week's Wednesday Webinar, and the topic of discussion is understanding Facebook Analytics. We've all spent hours trying to perfect the right online marketing campaigns for our brands and customers, but how can we be sure that the efforts aren't being completely wasted? Dennis and Cody will help you better understand the analytics behind Facebook advertising and how to really create a beneficial strategy. 

Click here to register for FREE (11/21/12 at 12:30pm EST)

About Dennis Yu:

A Facebook marketing expert, Dennis Yu is the CEO of and specializes in advertising for big brands and yellow page category businesses. Over the last 3 years, he has guidedthe development of an ad serving platform that garners PPC, SEO,email, and facebook advertising, optimizing campaigns to online andoffline conversions via phone, lead generation, online ordering, andcoupon redemption. Founded in 2006, BlitzLocal is headquartered inBoulder, Colorado.

About Cody Vest: 

With specialties that range from data analysis to innovative execution, Cody Vest is the Creative Director at Vest Advertising. His motivation includes innovative ideas, good research and beautiful images, and these ingredients have led to some powerful print and digital advertising campaigns. His client list includes Humana, Bennett & Bloom Eye Centers, Core Combat Sports, Appalachian Regional Healthcare, among others.

Click here to register for FREE (11/21/12 at 12:30pm EST)

Monday, February 11, 2013

Did You Get My eMail?

5 ways to tame the inbox beast. It’s not about too much email; it’s about too little decision-making authority 

How many times has an important client or colleague called you to ask if you’ve received their email? 
They’re not really asking about the status of your server or IP, of course. What they’re asking is, “Why haven’t you responded?”  That’s like sending a follow up postcard to someone you’ve just express mailed with a note like this: “Hey, did you get my Fedex?”

For the past several years, we’ve helped our clients in the trade association profession conduct a comprehensive communication benchmarking study in which more than 700 association executives participate. Year after year their No.1 communication challenge remains the same: “Information Overload/Cutting Through the Clutter.”

Jenna Wortham wrote a thought-provoking piecein yesterday’s New York Time about the deluge of email we’re struggling to manage. She laments how “stagnant the format of email has remained, while the rest of communication and social networking has surged light years ahead.”

Technology consultant and blogger, Joshua Lyman, who was quoted in Wortham’s article observed that humans only have a finite amount of “processing power” before they start to feel overloaded. Interestingly, Lyman argued that it’s not the volume of email; it’s the email that requires us think carefully before we react—i.e. “slow down, find the file, compose a great email back.”

Wortham reviewed a variety of in-box management tools and Lyman suggested taking charge of the information overload problem by putting a Twitter-like character limit on our emails and finding better ways to collaborate so we don’t need “10 back-and-forth exchanges” in order to organize an outing or lunch. All good suggestions, but even Wortham predicted that no amount of sorting software or folders will stop “overzealous emailers who insist on hitting REPLY ALL on group messaging.” And we’ve all worked at organizations in which even the most minute of communications must be CC’d to half the company by an insecure or backstabbing colleague.

Suggestions for taming the email beast

Here are some email management techniques that we use internally which have also worked well for our clients:

1. Think before you send. Have you checked your subject line carefully? If it doesn’t correspondent closely to the message that’s within, then it’s not going to make it to anyone’s “Must read” list. That goes for marketing email as well as internal communication with subject lines such as: “Touching base”,  “RE: RE: Weekly Status” or the title of a thread started two months ago or even worse just a blank, or just the words “FWD or Re:

2. No Forward/ CC Day. Have one day each week in which nobody at your organization can send an email to more than one person.  Watch how fast your email volume goes down when only the single most important decision maker is targeted. If that’s still not helping, then start reviewing your management team and structure. Might be time to start weeding the passive aggressives off your payroll—i.e. the people empowered to say “No” quickly but who aren’t empowered to say “Yes”--ever.

3. Block the BCC.  For heaven’s sake, do whatever it takes to prevent people from using the Blind Carbon Copy option unless it’s absolutely necessary for legal, compliance or client confidentiality reasons.  BCC’ing can be even worse than overzealous forwarding and CC’ing.

4. Limit email to 3 sessions per day.That’s right. We said 3 times per day. Wean yourself of the instant message/instant response mentality. You’re not teenagers anymore. Have the discipline to limit your email sessions to three times per day: (a) when you first get to work; (b) when you return from lunch and (c) before you go home. It’s OK to check email at night, weekends and on vacation. It’s good to know ahead of time what fires you’ll have to put out the next day. But for heaven sake, DON’T RESPOND immediately. You’ll just get you into an endless loop of micro-messages, CC’s and forward’s. It’ll keep you up at night worrying and you won’t spend any quality time with your friends, family or significant other.

5. Empowerment. Finally, empower your people to make real decisions. That will eliminate 90 percent of the extraneous CC’ing, forwarding and superfluous cell phone calls: “Hey did you get me email?”


Email is one of the most powerful and most cost-effective communication tools ever invented both for B2B marketing purposes and for communication with your clients and colleagues. Unfortunately, it’s also one of the most abused. Sure there are several promising inbox management tools on the market. But, technology isn’t the solution. People are the solution. The better we can be about sending out relevant communication that really matters, and about empowering our managers to make real decisions with authority, the less overwhelming our email will be on whichever device we choose to consume it.


TAGS: email overload, communication benchmarking study, Jenna Wortham, Joshua Lyman

Thursday, February 7, 2013

This Little Symbol Tells You If Facebook Is Watching…

In an effort to promote consumer awareness, The Digital Advertising Alliance launched the icon below to alert you on ads that are being served based on behavioral targeting aka interest-based advertising.

Launching soon, when you see this symbol, you will know you are being tracked for third-party retargeting ads on Facebook:

These ads are served via Facebook Ad Exchange. The intended goal is to show ads based on specific interests. In Facebook’s eyes, this method gives consumers more control by using their interests to serve more relevant ads. How do Facebook retargeting ads work? This diagram from BMO Capital Markets analyst Dan Salmon takes a crack at mapping it out:

Google Retargeting tends to outperform typical Search campaigns. But when it comes to Facebook ads, lately they just don’t perform like they used to. Many consumers are blind to them as they are bombarded with ads throughout the News Feed and right-hand column. Despite the performance of traditional Facebook ads, this method of Facebook retargeting may very well demonstrate increased ad performance. So far the results sound promising according to Exchange partners.

As a consumer, I understand that I’m most likely going to see ads if I am not paying a subscription fee. So from this mindset, I suppose it would be more beneficial to at least see ads for products and services that are relevant to my specific interests.

Keep an eye out for this little icon. I have a feeling we will be seeing it more often.

Watch this video to learn more:

Like this post? Connect with Erika Barbosa on Google+.