Go2 Social Marketing Coronado Outstanding 5 Star Review by John K.
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Go2 Social Marketing Coronado Outstanding 5 Star Review by John K. - Video
Boomerang is a company offering email, social and event marketing. It provides a platform for organizations to handle all their email needs from simple email promotions through to personalized newsletter. It is in a similar space as well known vendors MailChimp and Campaign Monitor.
Unfortunately this competition, and the fact that larger vendors are sucking up much of the oxygen, makes it hard to grow to scale.So given the very limited opportunity for Boomerang to be something of real standalone value, it is unsurprising to see that email marketing software vendor Emma has acquired the company to both integrate the feature into their own solution, but also to leverage the skillset of the Boomerang team.
Emma is an email marketing solution that is targeted to the needs of agencies, franchises and in-house marketing teams. It is focused particularly closely on the Salesforce.com ecosystem but also has integrations into e-commerce platforms and various social networks. Emma covers the email automation area, but also helps with audience segmentations and email marketing. Emma claims 40,000 customers worldwide including Mario Batali and Bridgestone.
In announcing this deal, the terms of which were not disclosed, Emma CEO Clint Smith talks about the value that the Boomerang team brings to Emma. Emma has been in existence for 10 years and has 150 staff across four US cities and one international outpost in Australia. When Emma was created, this idea of cloud-based plugins was a very nascent one and Boomerang brings that understanding to the Emma mothership. If Emma wants to continue growing, it will need to embrace this way of doing business and so beyond Boomerangs existing market penetration, there is a real theme of skills acquisition in this announcement.
According to the announcement, Boomerangs existing customers will now have access to Emmas platform, including its deep Salesforce integration. For its part, Boomerang suggests that a large percentage of its customers rely on Boomerangs integration with Salesforce so this deal looks set to increase customer value from the combined offering.
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Emma Acquires Boomerang--An Email Marketing Rollup
Its not news that spam plagues social media, but Networked Insights (via Marketing Land) recently put out some research looking into how it affects brands, and the conclusion is that data is pretty dirty.
According to the report, 9% of all Twitter users who tweet in English are non-consumers. Thats not just spammers, but includes bots, celebrities, brand handles, and inactive accounts. Spam is a bigger problem on blogs and forums, where 28% of all posts are written by non-consumers, it finds. Still, over 90% of social media posts in conversations around some brands are classified as spam.
Brands today are becoming more sophisticated about analyzing social media to discover consumer insights. But, if social data is filled with spam, brands analyses will not be accurate or actionable, the report says. The industry recognizes data is inherently dirty. According to a recent New York Times article, 50% to 80% of a data scientists time now involves cleaning data. Efforts are being made to clean up social spam, but its an uphill battle. Twitter is actively finding and removing social bots, But, according to the Wall Street Journal, the black market is able to create fake accounts quicker than Twitter can remove them.
The report defines social spam as including tweets, reviews, or blog comments, which contain coupons, product listings, contests/giveaways, adult content, or general spam, which may contain gibberish or nonsense.
Older forms of social media like forums and blogs are still the heaviest sources of social spam, based on the reports findings.
Different categories have different percentages of spam posts, with the most appearing for the shopping (13%), finance (11%), and technology (10%) categories compared to real estate (7%), automotive (6%), pets (6%), sports (1%), science (1%), and religion (1%).
There are branded posts and conversations about brand names happening across social media all the time, the report says. Although overall spam rates are less than 10% across social media platforms, conversations for some brands are dominated by spam.
Elizabeth Arden and Rite Aid are among the brands being dominated by spam, each with 95% of posts about them falling under the label. Other troubled brands include Visa (81%), MasterCard (76%), Ulta (75%), American Eagle Outfitters (73%), Best Buy (72%), Fisher-Price (70%), Lancome (68%), and Victorinox (68%).
The main takeaway from the report is that when you detect and remove all the spam from brand conversations, the conversations look very different. For example, when they removed the spam from the food and drink category, they found more nuanced conversations about healthy food, food cravings, etc. This would enable brands to better interpret what consumers are really talking about.
Once youre able to eliminate (or at least cut drastically) the spam noise out of the data, you can focus on legitimate data, which you can then use to personalize your marketing, which is key to increasing brand loyalty.
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Some Brands Are Absolutely Dominated By Social Spam
Social Marketing Suite Review Video - Ultimate FB Marketing Buy Social Marketing Suite
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Social Marketing Suite Review Video - Ultimate FB Marketing Buy Social Marketing Suite - Video
Along with serving as the Founder and Evangelist of aimClear, Marty Weintraubis well known in our industryas anengaging personality and prolific speaker on all things marketing and paid campaigns. Marty is speaking atourSEJ Summit Marketing Conference in Chicagoconference on April 15th.If you would like to attend, westill have a few free tickets available!
The SEJ Summit conference ticket cost for all attendeesis being covered by our partner, Searchmetrics, whichdelivers enterprise SEO and content marketing analysis, recommendations, forecasting, and reporting for companies whowant potential customers to find them faster.
If you arent in the Chicagoarea and wont be able to attend this next marketing event, dont lose hope! SEJ Summit will be at four other locations this year: London, NYC, Miami, and Silicon Valley.
We are excited to haveMarty at SEJ Summit, so I sat down to ask him a few questions before the event.
The datas in and speaks volumes! From Berlin to Spain, London to San Francisco, savvy marketers are pioneering award-winning techniques to turn readily available huge-social-data into attributable conversion. Now more than ever, its important to understand social targeting data, creative constructs, and conversion. Marketers who truly understand social psychographic targeting data know how to create disciplined, high intent, active, audiences.
Some marketers have become discouraged that social traffic, both paid and organic, often yields too little first touch conversion at too high a cost. This is myopic and short-sighted. The new social marketer understands that socials place in the marketing mix is essentially about purchasing audience data, bringing qualified users into the marketing system and the journey to scalable, attributable conversion.
At the end of the day, were marketers. We sell things by marrying the true value of a product or service with the wants and needs of potential customers who may or may not be looking to buy at the moment. There is a staggering array of data available for social marketers to leverage in order to reach customers. Psychographics means interests, affinities, proclivities, biases, sexuality, occupation, education, intentions, politics, health, and thousands of other attributes. Targeting is explicit. Also, the ability to add in layers of financial qualification is incredible. Theres no reason to market to users who wont be able to afford your product or services.
The real question is how marketers can glean intent from social data and get the sales job done. In my Chicago session, Ill walk attendees through targeting examples and techniques that more often that not can be ridden to sales. Ill discuss data in the main channels (Facebook, Google, LinkedIn, YouTube, Twitter) and about 30 other data services like BlueKai, DataLogix (both Oracle companies), TrueSignal, and others. In other words, well discuss pretty much the entire data universe as pertains to psychographic targeting.
Theres a whole new level of responsibility for social media marketers, above traditional brand representation, engagement, eyes and ears on the ground, etc. Because there is so little free social propagation, social marketers need to amplify content to highly targeted psychographic audiences, in order for the content to be seen and consumed at scale. As such, social marketers must be comfortable navigating paid, organic looking, social, psychographic content distribution against content marketing KPIs.
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Marty Weintraub Explains How Psychographics Play a Role in Social Media Targeting by @wonderwall7