The challenge for marketers trying to get a handle on social media marketing performance today is to understand what information is crucial to catch and distill in order to gain a thorough understanding of the ongoing performance, and ultimately the effectiveness, of activation programs. The following framework for establishing an effective social media marketing performance measurement program should give you a good start towards better interpreting and optimizing the performance of your activation programs.
While none would argue that 2011 was the year of the mobile app, marketers have been hearing more noise about the mobile web as a cross-device alternative to apps that are downloaded and installed. The reality isn't so clear-cut.
When determining how to integrate Google+ brand pages into your planning for 2012, it’s important to understand what Google+ is and what it isn’t. By Google’s own admission, Google+ isn't meant to be a social network. Or so it says.
As the expression "there's an app for that" reaches its cultural saturation point, advertisers need to gain a clear understanding of the differences between mobile web and in-app advertising, as well as the importance of context when setting performance expectations.