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Research

The REAL Cost of Facebook Paid Reach

Despite Facebook’s increasing revenue (this week’s half-hour outage “only” cost the company $500,000), many in marketing are a bit bearish on the company’s futures in terms of its true value in dollars, cents and eyeballs.

The primary complaint, of course, concerns the demonstrable decline of organic reach. Facebook finally addressed the issue after six months of complaints, but product marketing leader Brian Boland’s response pleased exactly no one that we know.

Facebook still claims that its primary goal is to improve user experience, not profit margin…but new data from our friends at digital agency Flightpath indicates otherwise.

It’s not just organic: the agency’s clients noted a recent decline in the reach of their paid posts, and Flightpath turned the data into an infographic.

Facebook paid reach

As you can see, the price of pay-to-play has more than doubled over just six months.

We can’t be sure if all agency clients have seen the same trends, but we’re very curious. Those numbers are scarier than two dozen smiling Zuckerbergs staring us down.

Ogilvy Cannes Study: Behold the Power of Word of Mouth

can you hear me now

Can you hear my brand now?

A new study by Ogilvy, Google and TNS presented at this week’s International Festival of Creativity at Cannes ironically highlights the effect PR can have on ad campaigns as applied to brand perception and sales.

In short: word of mouth is the most powerful factor when it comes to consumers’ relationships with brands.

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STUDY: 90% of Content Marketers Lack Confidence in Their Data

big ass data

A recent study released by software provider/publisher of excellent hack-turned-flack editorials Contently combines two of the hottest topics in PR today: data and original content.

As our headline notes, the vast majority of participants in the study aren’t comfortable with the relationship between the two: 90% say they aren’t sure that they’re measuring the success of their material effectively and a small but still surprising 7% aren’t measuring it at all.

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Makovsky Study: Reputation Problems Continue to Plague Wall Street

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The latest Wall Street Reputation study from Makovsky Integrated Communications is in, and its results won’t surprise many.

In short, the financial industry still suffers from the effects of the 2008 financial crisis–and 81% of communications executives at Wall Street firms believe that this fact continues to damage businesses’ reputations as well as their bottom lines.

This isn’t just about political populism, either: it affects shareholder perceptions.

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STUDY: Most Readers Still Not Willing to Pay for News

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A timeless maxim that we just made up holds that people are, in general, hesitant to pay for things you once gave them for free. Unfortunately for media brands, a new survey by the Reuters Institute for the Study of Journalism confirms that the same principle very much applies to news.

Amusing coincidence: we found said survey behind a big pink paywall at Financial Times. Here’s the free press release version.

Only 10% of a group of 19,000 people in 10 countries said they’d be willing to pay for digital news–a number unchanged since 2012.

In other words, get ready for further disruption to the news model. But wait: these numbers might not be quite as bad as they seem…

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PR Internships Are the Best Internships (According to a Survey)

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22.6% of participants described this image as “kind of accurate”

Job search/listing service startup InternMatch recently conducted a huge survey asking more than 9,000 students about the state of the American internship–and you’ll be happy to learn that PR is the winner.

The basic conclusions:

  • Every student wants a great internship
  • Paid internships are always better
  • As competition heats up for a limited number of entry-level gigs in various industries, these introductory gigs will only grow more valuable

Specifics and an infographic after the jump.

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STUDY: Young Americans Are Less Emotionally Engaged With Your Brand

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A new survey from marketing agency Momentum Worldwide is an interesting and familiar read, though it probably won’t be too encouraging for those who struggle to establish a connection with followers on social.

Its main conclusions: people in first-world countries feel less attached to the brands they follow than those in developing areas. This is especially true among younger audiences–and the root cause might just be overexposure to brand promo messages.

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Why Does IKEA Need to Know How Often New Yorkers Do Work On the Toilet?

ikea styleIKEA is definitely one brand that you will find in tons of homes around the world. But do they need to be all up in your business too?

IKEA has released the results of its Life At Home study and basically they know everything about everyone everywhere on Earth. The company surveyed 1,000 people in cities including New York, Singapore, Berlin, Mumbai, Moscow and Stockholm. And they did a deep dive into the minutiae of the average person’s morning routine.

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Want To Reach Millennials? ‘Social Dialogue Is Key’

group of millennialsNew research from The McCarthy Group finds that 84 percent of millennials “don’t like or trust all forms of advertising.” (Chances are, there’s a big chunk of other demographics that would say the same.)

When asked to rate how much they trust advertising on a scale of 1 to 5, respondents (136 people, ages 18 to 34) gave an average answer of 2.2.

On the other hand, this group places a great deal of trust in their peers, averaging a trust rating of 4 on that same scale. Millennials also think highly of social and digital media, with 57 percent of respondents answering positively about those channels. Coming in a distant second behind digital technology is television at 20 percent.

So if you can somehow mix a young consumer’s personal social network with digital technology, you might have a winning PR campaign, even if advertising isn’t a millennial’s cup of tea. We asked Tami McCarthy, CEO of The McCarthy Group, for a few suggestions for how to score with this important demographic.

Her tips after the jump.

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STUDY: Consumers Don’t Trust Your SEO, Social Media Marketing

sheeple

Is this guy even real?

Want to push your client’s negative reviews down in the search rankings and encourage consumers to leave positive feedback in public?

Of course you do. Unfortunately, consumers know this–and according to a survey released this week by YouGov, Bloomberg and the UK-based Chartered Institute of Marketingthey don’t like it very much:

  • 67% of consumers think using SEO tricks “to hide negative content within search results” is unethical
  • Only 38% of marketers agree

We’ll just say the average Joe on the street has very mixed feelings about some of the most popular digital tactics of the day.

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