Primary Social Media Marketing Service Providers

If there is any doubt that social media marketing is an important part of today’s marketing campaign, consider this: 62% of companies surveyed recently revealed to employ an in-house social media marketing team.

The survey, conducted on the sidelines of SEMPO (Search Engine Marketing Professional Organization) surveyed close to 1500 client-side marketers (complete methodology provided below the survey results).

Here are the results from the survey

In-House : 62%
Social Media Specialist : 9%
PR Agency : 7%
Digital Marketing Agency : 6%
Advertising Agency : 4%
Web Design Agency : 3%
Search Agency : 2%
SEO Specialist : 2%
Paid Search Specialist : 1%
Other : 4%

Methodology : The State of Search Report is based on an online survey of nearly 1,500 client-side marketers (advertisers) and agency respondents, which took place in January and February 2010. SEMPO and Econsultancy promoted the survey to their respective members, offering a complimentary copy of this report as the incentive for taking part.

Ad Malware : Most Unsafe Online Ad Networks

Who would you blame if you clicked on an ad on a website and it got malware to your computer? The website owner because he is playing party to the ad network or the ad network itself?

In a recent study by Avast, it was found that Yahoo’s Right Media Yieldmanager was the cause of a majority of ad malware served. Yahoo alone makes up close to one-thirds of all ad malware served. While it looks obvious that it is the ad networks’ fault, Right Media VP Bennie Smith has blamed the publishers for the problem.

Here is the ranking on the most unsafe ad networks

1. Yahoo Right Media YieldManager
2. Fimserve
3. Advertangel
4. Bannerimg
5. Jambovideonetwork
6. MySpace
7. Zedo
8. Vestraff

BRIC Mobile Ad Spending Forecast

The BRIC regions of Brazil, Russia, India and China are among the fastest growing regions in the telecommunication sector. While cell phone penetration in the region has been a tremendous success, revenues from mobile advertising is still in its infancy and is not expected to reach great levels in the next few years. Here are the projected mobile ad spending for the next few years

Brazil
2009 : $6.1 million
2010 : $11.8 million
2011 : $23.8 million
2012 : $40.9 million

Russia
2009 : $4.8 million
2010 : $6.4 million
2011 : $12.1 million
2012 : $22.4 million

India
2009 : $20.8 million
2010 : $35.4 million
2011 : $56.5 million
2012 : $85.4 million

China
2009 : $101.0 million
2010 : $223.2 million
2011 : $448.7 million
2012 : $699.9 million

Mobile Advertising Strategy For Smartphone Users

With modern day mobile phones being able to relay location among other specifics about the user, targeted advertising offers are seen to be increasingly embraced by the users. A study by Compete looked into the different mobile advertising offers that interest the smartphone owners. Here are the results from the survey

Grocery coupons : 36%
Scanable barcodes : 29%
Offers to save : 26%
Movie theater offers : 26%
Location based coupons via SMS : 21%
Travel website coupons : 20%
Ad within free app : 18%
Offer synced to schedule : 17%
Search related ads : 16%
SMS ads : 15%

ROI On Online Direct Marketing

The American Direct Marketing Association (DMA) recently studied the returns on investment (ROI) of major marketing channels both online and offline. The results show a higher ROI on the online channels compared to offline marketing channels. Also, among the online marketing channels, commercial email was observed to be the medium with the highest ROI.

Here is an estimate of the ROI for the popular online marketing channels

Commercial email : $42.08
Internet Search : $21.90
Internet Display : $19.57

Email Marketing Segmentation Techniques

How are email marketers supposed to be segmenting their audience? Is segmentation necessary at all? A recent study by GetResponse looked into what the popular perceptions were among Email marketers and ranked the popular segmentation techniques among these online marketers

1. Interest based preferences
2. Recent Open or click activity
3. Demographics
4. Purchasing history
5. Subscription date

Interestingly 8.5% of the email marketers did not find audience segmentation useful.

Average Annual Compensation For Email Marketers

A recent survey conducted by EmailStatCenter concluded that close to half of the email marketers earned over $70,000 annually. It also appeared that in-house email marketers who managed larger budgets earned much more than those working in the agencies. Here is a breakup of the various salary brackets

< $49,000 : 22% $50,000 - $69,999 : 25% $70,000 - $99,999 : 26% $100,000 - $149,999 : 18% $150,000 - $199,999 : 5% > $200,000 : 4%

Mobile Ad Campaign Targeting Methods And Cost

In its latest “SMART” report, Millennial Media looks into the various targeting options available for US mobile advertisers and has also measured the average cost incurred to acquire an engaged user. According to this report, here are the various mobile ad campaign targeting options and the share of budget it constitutes

Run-of-Network : 38%
Channel : 22%
Demographic : 20%
Custom Subnet : 15%
Audience : 4%
Takeover : 2%

Average Cost of acquiring an engaged user
Behavioral : $1.38
Takeover : $0.50
Demographic : $0.25
Channel : $0.21
Custom Subnet : $0.20
Run-of-Network : $0.12

Ad Spending: Traditional Media vs. Online Media

The advertising market post recession is yet to bounce back and the CAGR in traditional advertising is expected to fall by 1.2% between 2009 and 2014. However, the growth in online media were ROI is better measured and targeting is more accurate, the growth is expected to prevail and a CAGR of 19.2% is expected in the same five year period.

Here is the value of the two segments as measured by BIA/Kesley

Traditional Media
2009 : $115.0 billion
2014 : $108.2 billion

Online/Interactive Media
2009 : $15.2 billion
2014 : $36.7 billion

Behaviorally Targeted Advertising Growth Forecast

In a study published in December 2007, the market for behaviorally targeted ads was predicted to grow to $3.8 billion by 2011. Now, in a study published recently, it has been revealed that the growth may not happen as much as one would have expected. Here are growth forecasts published by eMarketer from a recent study

2008 : $775 million
2009 : $925 million
2010 : $1.125 billion
2011 : $1.350 billion
2012 : $1.700 billion
2013 : $2.100 billion
2014 : $2.600 billion