Search and email results vary for different types of customers.
A new study by Forrester Research shows that search is the most effective tactic for attracting new customers online, as 39% of new customer transactions start with organic or paid search results. Email, on the other hand, is more effective for repeat customers, as about 30% of transactions start with these shoppers clicking on emails from merchants. Social media marketing appears to have a less direct effect on producing business, but plays a role in raising awareness and influencing consumer attitudes toward brands.
Social media marketers increasingly seek to track impact on revenue.
As marketers invest more in social media efforts, they are making more of an attempt to link those activities to revenue generation. While relatively soft metrics like the number of followers and fans remain the most commonly used, software company Awareness reports that more than half of the marketers it surveyed now track revenue-related metrics such as new customers, leads and sales resulting from social media activities.
Much-anticipated release of iOS 6 is coming soon, Apple says.
Apple announced the iPhone 5 on September 12, with some clear upgrades, such as improved battery life and Apple's thinnest body ever. However, ZDNet sees these updates more as incremental improvements rather than a game-changer in Apple's ongoing battle with Google's Android platform. Of potentially more impact is iOS 6, Apple's new operating system for these and other devices. The unveiling of the new iOS -- with maps rebuilt using an in-house solution -- is scheduled for some time today (September 19).
Google has secure lead, but Facebook looks to rise fast in mobile ad revenue.
Though both trail Google by a long way, relative newcomers Twitter and Facebook are making headway in mobile advertising. In the U.S. market, eMarketer expects Facebook to overtake Twitter and grab the No. 2 position by the end of 2013, though Facebook's 8.8% would still distantly trail Google's 54.1% market share.
Consumers usually go directly to the source for product information.
A new study by Compete found that consumers generally go to a retailer's website for information about a product, more often than they do an online search for information. Social media ranked far down on the list of sources for information about potential purchases. Exceptions to this were the apparel and household essentials markets, where consumers turned to other channels as well.
Study in UK suggests limited value for sponsored search results.
A study of 1.4 billion search results found that users clicked on organic search results 94% of the time, while sponsored results drew clicks just 6% of the time. When searching for a specific brand, users chose the top search result 80% of the time, but they are more likely to go deeper into the list of results for non-branded searches. GroupM UK and Nielsen analyzed search results for 28 million users in the UK in June 2011.
Search Engine Watch
JiWire's Location Graph may take ad targeting to the next level.
JiWire is rolling out an ad tool called Location Graph that correlates mobile user locations with different types of consumer behavior, creating anonymous profiles. This approach builds on the massive amounts of data that allow for ad targeting based not on specific user identities -- which can raise privacy concerns -- but on relationships between different locations the same consumers tend to visit.