Posts Tagged ‘HubSpot’
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Well, clicks aren’t completely worthless—but their importance is vastly overstated. That’s the verdict rendered by Facebook’s own Brad Smallwood in a report beamed in from this week’s IAB MIXX Expo—and it’s something of a revelation for those who use data to drive marketing/promotional strategy (aka all of us). But what does it mean?
According to Smallwood, all professionals trying to measure the success of Facebook ads or branded content should focus on three things:
- Impressions – number of people who see your content
- Reach – size of audience vs. cost of promo efforts
- Frequency – achieving a “sweet spot” balance between over-exposure and under-exposure
The overall message: Don’t use click-through rates to judge the success of any given campaign. It makes sense because many users see Facebook posts and ads without clicking on them–good luck selling that point to any marketing department, though. The issue may be a bit more complex than that though, and the people at HubSpot aren’t quite on board:
-From the “I’m not sure I like this” file: The National Hockey League allowed Who’s The Boss? actress Alyssa Milano to take over its Twitter handle during a Stanley Cup playoff game between the Los Angeles Kings and Phoenix Coyotes. The one-time Charmed witch is supposedly a perfect fit for celebrity Twitter takeover, because, um … she likes hockey?
Content provider thenewsmarket.com has received a big makeover, moving a lot of its storage to the cloud for faster downloads, says its maker Synaptic Digital. Both journalists and brands can access the site for video, B-roll, and other content from all over the world. The content covers the gamut, from former Taliban on peacekeeping missions, to earning reports and Super Bowl highlights.
In a strange bit of irony, the company that invented digital cameras in 1975 has announced it will stop producing digital cameras and digital photo frames in an effort to become solvent. Kodak filed for bankruptcy protection in January and is struggling to stay afloat.
PRNewswire has partnered with HubSpot to provide greater distribution and lead generation services to customers. PRN’s iReach platform, which is designed to create more online visibility for smaller businesses, will incorporate a HubSpot Canvas app to identify influential prospects and customers, and reach them. HubSpot is an inbound marketing software developer.
Content that’s pushed out will appear on social networks and the PRNewswire.com website.
Separately but related, the two companies are hosting a webinar on November 1, ”The Science of Press Releases,” focused on creating effective press releases. More info here.