November 27, 2010

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Online Marketing Snapshot from eROI

A new study of over 500 online marketers by eROI reveals some interesting trends in mobile marketing and social media strategies.

The study, titled “The Current State of Social, Mobile & Email Integration,” started with US-based statistics that show 97 percent of households use email, 75 percent are on social networks, and 91 percent of the population use a mobile device of some kind.

Marketers Unaware of Mobile Use

With these stats in mind, eROI was surprised to find that approximately two-thirds of marketers are unaware of how their customers use mobile.

“77 percent of marketers are not offering, or are unaware of, mobile versions of their websites and/or landing pages,” the report explains.

“Of those that are offering mobile-optimised websites, we found that 68 percent are providing limited versions of their websites and 32 percent are offering their entire website in a web-optimised format.”

So if the majority of websites aren’t optimised for mobile, making yours mobile-friendly could be a big step towards standing out from the crowd. To get you started, we’ve put together these resources.

Missteps in Social Media Measurement

We’ve talked before about how important it is to measure the impact of your social media efforts. According to eROI’s survey, 65.5 percent of marketers are measuring changes in their Facebook fan or Twitter follower numbers, while 59.5 percent are measuring how social media is affecting website traffic.

Marketers are less interested in how many new leads or sales are generated via social media, which makes sense for a medium that’s usually more about relationships than dollar returns. But where a lot of marketers are dropping the ball is in not tracking when they are mentioned.

Only 39 percent of respondents said they were tracking mentions, which is a shame considering how easy and effective it can be. Along with the handy @ search on Twitter, you can use a web-wide listening post tool such as Google Alerts. This takes just a few minutes to set up, and delivers mentions from all over the web, straight to your inbox.


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