2014 State of Digital Marketing [INFOGRAPHIC]

The annual State of Digital Marketing report prepared by Webmarketing123 was released not too long ago, providing insights into the latest trends for both B2B and B2C digital marketing. The interactive company surveyed over 500 marketing professionals to understand the main challenges businesses face, the top objectives for online marketing campaigns, and the overall attitudes towards emerging advertising channels.

In terms of listing the top objectives, the results are rather predictable but still quite interesting. B2B businesses focus a significant amount of resources on developing leads, whereas B2C businesses focus on driving sales from end users. This makes sense as most B2C business that advertise online have an ecommerce website, which can help them reach new geographic markets. While B2B businesses do want to generate sales from any marketing initiative, a large amount of resources go into developing leads and pipelines within the online environment.

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Twitter Analytics: Phots and Videos Increase Engagement Rates

In an effort to provide Twitter advertisers with insights to boost engagement rates, Twitter’s data scientist Douglas Mason analyzed different Tweets published by verified users across a wide range of verticals. To ensure that the Tweets analyzed had measurable features, Twitter only looked at content that included the following elements: photos, hashtags, links, videos, and Tweets that contained a number or digit (examples include statistics and scores from major sports).

The analysis provided some rather interesting feedback for Twitter advertisers and content publishers. As the graph illustrates below, videos and photos can increase the amount of retweets by 28-35% for general Twitter users. On the low end, hashtags can increase a post’s engagement rate by 16%, which is still tremendous considering it only requires a user to append the hashtag symbol or an extra keyword or two within a Tweet.

Twitter Analytics: Phots and Videos Increase Engagement Rates


The results do vary by industry. While multimedia in the form of videos and photos prove to be effective across most of the types of Twitter publishers, quotes do provide a huge increase in engagement rates for TV related accounts (53% increase over regular content).

With this new knowledge, will you start incorporating more of these elements within your Twitter content?

Statistics Source: Twitter
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