Author: Dylan Kissane
Previously on the DOZ blog we’ve explained how to track your engagement on Twitter using their native statistics package, Twitter Analytics. As we explained then, Twitter records engagement when someone who sees your tweet retweets it, adds it as a favorite, replies to the tweet, or clicks on a link contained in the tweet. The higher your engagement, the more people who are exposed to and interacting with your tweets. But not all engagement is equal. While clicking on a link in the tweet is good for the site that is linked, and while it is evidence of the quality…
People have long said that a picture speaks a thousand words and, with the rise of emoji marketing, they might be being proved correct in the strangest way. What was once the sole preserve of Japanese teenagers punctuating their text messages is now part of the global zeitgeist. An increasing proportion of modern communication – text messages, online chats, blog posts, essays, and even the odd otherwise serious corporate statement – now comes with emoji included. Whether highlighting a particularly important, shocking, or amusing point, expressing an emotion that is difficult to put into words, or in an attempt to…
Black Friday is the biggest shopping day on the American retail calendar. Estimates from the National Retails Federation suggest that the shopping day after Thanksgiving will see US consumers spend more than $60 billion – yes, that’s ‘billion’ with a ‘b’ – on Black Friday 2015. Retailers across the country look forward to the unofficial start of the holiday shopping season and the additional spending in the days that follow – in particular online ‘Cyber Monday’ a few days later – should see smiles on the faces of B2C enterprise across the country. Chances are, though, that those smiles won’t…
Social media is one of the most effective ways for a business to reach out to its fans. But which of the social networks should you choose to convert those fans into customers? It’s an important question, especially where budgets are tight and human resources are scarce. There are dozens of social networks out there, but some are far better at converting fans and followers into consumers and customers than others. Shopify has recently taken a close look at the most effective social networks for converting likes, loves, hearts, pins, follows, and fans into cash – and here’s what they…
Let’s get one thing straight from the start: Invisible Handcuffs is not your typical marketing book. See a typical marketing book might be a collection of case studies. You know the type of book I am talking about: company A faces challenge B and has to choose between options X, Y and Z. There are pros and cons for each choice, you weigh each option against the other two, and then make your call. Later in the book there’ll be a section where the ‘correct’ response is included along with some reasoning and – fingers crossed – it matches the…
You have your family to keep up with on Facebook, your professional life is centered on LinkedIn networking, and Twitter is where you turn to read and share news. You subscribe to a dozen different YouTube channels, Snapchat with your friends, and even post – OK, mostly repost – on your Tumblr most days, too. Your social media life is a constant barrage of content. Things you’ve shared, and things you consume after others share them with you. Most every news or entertainment site you read online now comes standard with buttons for easy sharing, so pushing out content to…
ComScore has released their Digital Future in Focus report for 2015 and, as expected, its packed with the sort of data that can – and should – affect content marketing strategies. Whether it is knowing where audiences gather online, what social networks attract which slide of the target demographic, or what devices consumers are using to access their favorite content online, ComScore delivers. While DOZ won’t advocate relying on industry and national-level trends to determine a specific business’s strategy, reports like ComScore’s help to inform company strategies in light of broader trends in consumption and online access. Hence, while reports…
YouTube is truly a phenomenon. When it comes to video viewing and sharing, the Google-owned site is not only playing the game, in large part it is the game. While competitors like Vimeo and Daily Motion and, to a lesser extent, Live Leak, have established their own audiences and fan bases, YouTube remains the place to find, diffuse, and earn for online video. In the ten years since its launch in 2005 YouTube has expanded from a single video portal – youtube.com – to dozens of localized portals. With everything from YouTube Australia to YouTube Zimbabwe, the company has tailored…
Search engine optimization (SEO) techniques change constantly and there are a couple of good reasons for this. First, the search world is in constant flux as the major players – Google, Yahoo, Microsoft – and even the smaller upstarts like DuckDuckGo and Seznam change their search algorithms regularly to best serve the hundreds of millions of consumers who rely on them every day. Each of the billions of searches completed each day offer the companies yet another data point from which they can work to refine their search results they provide and win the trust of consumers. Second, despite the…
The world’s biggest brands are in that position because they do a lot of things right. They have great products, loyal customers, often high profits, and a marketing game that sees memorable jingles, slogans and commercials populate not only the airwaves but the popular culture, too. But when it comes to new media, and particularly social media, do these global brands play the same world-leading game? We spent the last week assessing the performance, reach, and social media strategies of the world’s twenty biggest global brands. What we have learnt includes both the revealing and surprising, including: The world’s biggest…