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Thursday, May 24, 2012

Pertarungan Facebook vs Google di Dunia Iklan Online


Google vs Facebook Setelah Facebook resmi memasuki pasar saham, persaingan di arena bisnis online bakal semakin ketat. Google, adalah salah satu yang sudah mapan selama ini. Dengan fenomena yang dicatatkan Facebook, siapa sebenarnya yang terbaik dalam memberi layanan iklan?
Situs Wordstream.com yang merupakan spesialis di bidang periklanan daring (online advertising), sebelum Facebook resmi go public pernah membuat perbandingan di antara kedua raksasa online ini. Hasilnya, Google masih lebih perkasa.
Mereka melaporkan hasilnya dalam artikel berjudul "New Research Compares Facebook Advertising to Google Display Network: Who Comes Out on Top?". Perbandingan ini kemudian dipaparkan melalui infografik, juga buatan mereka, yang dimuat dalam artikel lanjutannya, "Facebook Advertising vs. Google Display Network [Infographic]".  
Sudah pasti tidak mungkin membandingkan keduanya dengan begitu saja, karena masing-masing memiliki platform yang berbeda. Facebook hingga saat ini masih serius di jejaring sosial, sementara Google memiliki hampir semuanya. Upaya Facebook membeli Instagram, dan layanan-layanan lainnya di masa depan, mungkin jadi langkah untuk semakin mensejajarkan diri dengan Google. 
Berikut ini adalah ringkasan hasil perbandingan mereka:
  • Facebook dan Google memiliki potensi menjangkau netizen. Terutama dengan statistik pengguna Facebook yang mencapai 845 juta aktif per bulan, dan Google yang memiliki banyak sekali  jejaring di internet, mulai dari blog, mesin pencari, jejaring video, jejaring sosial sendiri, email, dll. Google saat ini pantas disebut sebagai penyedia iklan onlinedengan jejaring terbesar. 
  • Rata-rata CTR (click-through rate) iklan di jejaring Google adalah 0,4% – angka ini hampir sama dengan 10 kali CTR iklan di Facebook. Rata-rata CTR di Facebook masih di bawah 0,05%, kurang lebih setengah dari rata-rata industri pengguna banner online. Pada saat yang sama, biaya untuk setiap seribu paparan di Facebook terus melambung.
  • Jejaring display iklan Google menawarkan format iklan dua kali lebih banyak daripada Facebook, termasuk di dalam video, iklan di mobile-game, dukungan untuk gambar iklan sesuai standar industri, dll.
  • Facebook belum mendukung iklan mobile, dan masih memiliki keterbatasan dalam hal membidik khalayak sasaran iklan.
Artikel dari Wordstream.com ini dirilis 15 Mei yang lalu, artinya bukan kesimpulan akhir dari pertarungan kedua  perusahaan. Pembukaan awal penawaran saham Facebook atau IPO (Initial Public Offering) di lantai bursa saham Amerika Serikat Nasdaq pada Sabtu (18/5) yang lalu, mungkin menjadi ukuran perkembangan mereka ke depan untuk terus bersaing dengan Google.
Facebook vs. Google Display Advertising - Comparing the value of the world's largest advertising venues. [INFOGRAPHIC]
*Gambar: Socialsteak.com

Tuesday, May 22, 2012

Seberapa Efektif Media Sosial bagi ROI Bisnis?


ROI Mengukur return on investment (ROI) dari strategi media sosial bagi sebagian besar pemilik brand atau pemasar (marketer) cukup membikin frustasi. Di Inggris menurut Episerver.com hanya 10 persen para pengambil keputusan bisnis di Inggris yang memantau ROI mereka di Twitter dan Facebook. 
Data tersebut juga memberikan gambaran sebanyak 53 persen bisnis saat ini menggunakan media sosial. Sementara itu, 88 persen berharap terhadap keberhasilan media sosial sebagai salah satu kanal untuk mendatangkan keuntungan. Masalahnya banyak pemasar atau bisnis yang belum sepenuhnya paham terhadap manfaat media sosial untuk mendukung pemasaran produk mereka.
Bahkan hitung-hitungan ROI dari pemanfaatan media sosial pun masih menjadi perdebatan. Apakah investasi yang dikeluarkan untuk media sosial akan meningkatkan penjualan produk? Seberapa efektif kampanye produk media sosial dibanding jalur promo konvensional? 
Perdebatan mengenai pemasaran menggunakan media sosial terus berlanjut. Menurut studi dari Marketing Sherpa, sebanyak 64 persen pemilik brand/bisnis masih optimis social marketing akan menghasilkan keuntungan. Sebaliknya, 6 persen dari pemilik bisnis tidak mau menggunakan media sosial karena tidak yakin akan prospeknya bagi ROI bisnis mereka di masa depan. Infografik dari Pagemodo berikut akan memaparkan mengenai ukuran sebuah ROI dari media sosial.
ROI Media Sosial
Sumber gambar: www.avenuesocial.com

http://salingsilang.com/baca/seberapa-efektif-media-sosial-bagi-roi-bisnis

Monday, May 21, 2012

Global Report: Multi-Screen Media Usage


According to Nielsen’s global survey of multi-screen media usage, watching video content on computers has become just as common as watching video content on television among online consumers. More than 80 percent of Internet respondents in 56 countries reported watching video content at home on a computer (84%) or on TV (83%) at least once a month. By contrast, in 2010, more online consumers reported watching video content on TV (90%) than on a computer (86%) in a month-long period.
While the in-home TV and computer are still the most popular devices to watch video content, usage and growth in online and mobile technologies is making a sustained impact. Three-quarters (74%) of global respondents report watching video via the Internet (on any device), up four points since 2010, and over half of global online consumers (56%) say they watch video on a mobile phone at least once a month and 28 percent at least once a day.
global-multi-screen
Mobile video is particularly prominent in Asia-Pacific and Middle East/African regions, where 74 and 72 percent of online consumers, respectively, report watching video on mobile phones at least once a month, and almost 40 percent (38% and 37%, respectively) say they do so at least once a day. While mobile video is currently less prominent in North America than in other parts of the world, it is seeing the highest growth rates in mobile phone video consumption. Thirty-eight percent of North American respondents say they watch mobile video once a month, up eight points compared to the 2010 reported results.
“The convenience of mobile connectivity has revolutionized how people are engaging with digital content and each other around the world,” said Dounia Turrill, SVP, Client Insights, Nielsen. “With the growth of smartphones, mobile video consumption is on the rise for entertainment content, particularly in emerging markets where many consumers leapfrog home Internet altogether in favor of the all-in-one smartphone.”

Tuesday, May 15, 2012

Top 10 Consumer Trends For 2012: Smartphone Universe


Written by Euromonitor International   
IphoneDisplacing computers worldwide, in 2012, smartphones are reaching out to the lower end of the mass market so expect apps to reflect this.

This piece is the seventh in a weekly series of consumer comments exploring each of the trends Euromonitor International identified in the recent Top 10 Trends for 2012 article.
Worldwide, smartphones are the communications accessory of choice, including in emerging markets where consumers are taking up new, more basic models as this prop moves from being a luxury item to a necessary lifestyle aid. According to Euromonitor International data, annual smartphone sales surged from US$7.9 billion to US$83.3 billion between 2005 and 2010, with China surpassing the USA as the largest national market during 2009. Real global smartphone sales are forecast to reach US$137.4 billion in 2012.

For many developed market consumers, PCs and laptops are beginning to take a backseat as most smartphone owners use these convenient devices to surf the internet and watch TV anywhere from parliaments to buses. New aids such as Hive Dock, designed to assist elderly people with visual impairments to use smartphones will expand the population of smartphone users still more.

2012 will see more consumers using their smartphones to make transactions, using mobile, cashless technologies from Near Field Communication to QR codes to personal card readers.
Smartphones as indispensable accessory

For more consumers, the smartphone is the technological equivalent of a Swiss Army knife. It represents a perfect example of the convergent digital device – absorbing common portable device functions like video and email as well as simple things like time keeping. With its key internet access feature, its function as information hub and checker, communicator and increasingly digital purse is assured.

Euromonitor International's Annual Study 2011 confirms the centrality of smartphones to the lives of consumers in the following findings:

- Mobile phones were used to buy an item or service at least once per month by 30% of online respondents;

- As many as 33% of Chinese respondents make a purchase using a mobile phone at least once per week, compared to just 6-7% of respondents in France, Germany and Japan;

- 33% of respondents compare prices in store with a phone at least once a month, while 30% make purchases with a mobile. China had the highest share of respondents who compare prices in-store at least once per week, at 39%, while 43% read reviews on their mobile phones.

Shrugging off fears of a “surveillance society,” a growing number of smartphone-owning consumers are utilising the tracking capabilities of these devices to do everything from gaming and staying in touch with friends to keeping tabs on their children and availing themselves of discounts in shops.
“If you do not have apps on your mobile you live in the last decade,” says a young blogger from New York. A July 2011 survey by location-based technology company Telenav found 50% of respondents claimed they would give up such pleasures as coffee or sports and 10% would prefer to go without shoes rather than do without their smartphones.

Young people are now so addicted to their mobile phones it feels like they have lost a limb when they are without them, a report published by the International Center for Media & the Public Agenda has found.

Smartphones are so addictive that many users now hear “phantom vibrations” because they are desperate to receive new messages, and are obsessive about checking their emails and social networking sites an academic study from the University of Worcester has found. There's even a new condition 'text neck' caused by the time users spend hunched over mobiles and tablet screens.

Image

Note: 2011-2015 data is forecast. Smartphones Retail Value RSP Data is in constant 2010 prices (fixed 2010 exchange rates)

Smartphones as bargain hunters and shopping aids
Consumers are enjoying instant purchasing, downloadable coupons and viewing consumer reviews via their mobiles made easier by the development of QR codes that can be scanned by smartphones.

Increased smartphone use is leading to greater consumer interest in location-based deals. US-based app developer, ThinkNear, aims to boost shopping during slow trading hours and bad weather merging this data to produce discount coupons sent to nearby consumers' mobile devices. Óscar Fernandez, of the Mobile Marketing Association in Spain, confirms that more people are noticing the location-based information about offers available through their smartphones when they go out.

Smartphones and emerging market consumers
Smartphones will make significant inroads into the lower end of the mass market - the so-called base of the pyramid. Huawei's sub-$100 Android smartphone has already had success in Kenya, and major manufacturers are following suit across Africa, Southeast Asia, Latin America and India. These smartphones are basic versions of their more costly and feature-packed forbears.

However, they allow an eager population to discover smartphones and apps for the first time – a population filled with experimenters and developers who will unleash new apps that address their own needs.

While only a tiny minority of Nigerians has internet access at home, the number of internet users in the country has soared. According to Euromonitor International data, just 9.3% of Nigerian households had an internet-enabled computer in 2011, up from 2.7% in 2006, but the number of internet users grew by 665.7% over the same period.

Monday, May 14, 2012

Advertising People are not normal


People like me who are closely affiliated to fields of marketing/ advertising always feel if ‘civilians’ are inclined to pay attention to what brands are doing. Is rest of the world pre-occupied with the award-winning advertistment that the ad people can’t stop talking about?

No. Is the unsurprising answer to the question if it ever lingered in your mind. According to a study commissioned by San Francisco-based advertising agency Heat and conducted this past March by iThink found that people who work in advertising do in deed deviate from the ‘normal’ people. Especially when it comes to how they consume social media and think about brands on these platforms.

I think we already knew that advertising people tend to use social media more than their ‘normal’ counterparts. Even for marriage proposals. We have seen advertising professionals crowdsource their proposal via memes, using banner ads to propose and even jumping on to the latest bandwagon of proposing via an infographic. If there are any indicators of social media savviness these should catapult ad men and women to the top slot.

By the way, the survey also revealed that ad professionals tend to engage in more bad behavior at office holiday parties and are more likely to date a coworker. More on that later in the infographic.

Some interesting findings from the study.
  • 71% of advertising/marketing professionals say they pay attention to brand posts in their Facebook news feed “all of the time” versus 23% of the general population. 
  • As for Twitter: 92% of advertising/marketing professionals use Twitter to follow brands they like. 33% of the general population does so.
Should brands put more effort into interacting with consumers via social media?
  • 63% of advertising/marketing professionals “strongly agree” that they should; 23% of the general population “strongly agree”
 If you work in advertising, these results likely aren’t surprising to you.


http://scattershotmarketing.blogspot.com/2012/05/monthly-infographic-advertising-people.html

Wednesday, May 9, 2012

Cross-Platform Report: How We Watch From Screen to Screen


The average American watches nearly five hours of video each day, 98 percent of which they watch on a traditional TV set, according to the Nielsen Cross-Platform Report, released today. Although this ratio is less than it was just a few years ago, and continues to change, the fact remains that Americans are not turning off. They are shifting to new technologies and devices that make it easier for them to watch the video they want, whenever and wherever they want.
TV is Still the Center of Viewing
In the past year, the number of homes with an HDTV grew by more than 8 million to 80.2 million, leaving little doubt that the TV screen remains the dominant platform on which to consume video content. But the means by which the content is delivered appear to be shifting.
Traditional—live and timeshifted—TV viewing remains the primary role of the TV, accounting for more than 33 hours per week despite a decline one half of one percent in time spent compared to Q4 2010. To fill the gap, consumers are finding new ways to use their TVs.
Game Consoles Now in Nearly Half of TV HomesConsoles have become strategically positioned as a secondary gateway to TV content, and can now be found in 45 percent of TV homes, an increase of three percent over last year. With Netflix and other streaming apps, Blu-ray players, social gaming and point of purchase seamlessly integrated into game consoles, it is no surprise that consumers are relying on their consoles to perform double (and triple) duty. These new activities are adding up and contributing to the growth of content consumption. Interestingly, households without children are leading the way in new game console adoption, demonstrating that game consoles are appealing to a range of audiences for a variety of purposes.
Mobile Viewership Small but GrowingWith improving screens, Internet connectivity and the advantage of being “the best screen available” while on the go, smartphones are increasingly becoming portable TVs. In fact, 33.5 million mobile phone owners now watch video on their phones—an increase of 35.7 percent since last year. While mobile phones won’t replace other screens anytime soon, they are part of the ever-increasing number of ways in which consumers consume content.
viewing-in-review

http://blog.nielsen.com/nielsenwire/online_mobile/cross-platform-report-how-we-watch-from-screen-to-screen/

Monday, May 7, 2012

Riset: Facebook dan Google Dominasi 76 Persen Login Sosial


Hasil riset yang dilakukan Janrain dengan menggunakan tool Engage menunjukkan situs jejaring sosial Facebook paling banyak diakses oleh para pengguna aplikasi atau situs third party. Facebook menuai 45% dari login sosial, disusul Google (31%), Yahoo dan Twitter (18%), danLinkedIn, Myspace serta situs lainnya (3%).
Login Sosial
Riset tersebut dilakukan dengan cara menganalisa 365.000 situs web yang ada dan ramai digunakan oleh netizen pada saat ini. Menurut Janrain, popularitas login sosial Facebook di situs-situs eCommerce mengalami penurunan dari 49% menjadi 43% selama dua kuartal berturut-turut. Meski mengalami pernurunan, Facebook masih cukup popular sebagai situs jejaring sosial bahkan masih menjadi yang terbesar hingga saat ini. Jika dibanding Google dan Facebook, situs Yahoo mengalami penurunan login sosial pada situs-situs ritel sejak 2009.
Mobile Sosial Login
Di aktivitas login sosial dengan menggunakan peranti mobile, Google cukup tertolong dengan adanya Google+ yang meningkatkan login sosial sebesar 2% sejak Q4 2011. Penetrasi login sosial Google+ sebesar 25%, masih di bawah Faceboook yang menguasai 49%. Sementara itu, Twitter banyak terbantu dengan adanya integrasi iOS 5 dan memperoleh 14%.
Tren Berbagi
Tren berbagi di Twitter pada Q1 2012 masih menempati urutan kedua di bawah Facebook, disusul kemudian oleh LinkedIn, Myspace dan Yahoo.
sumber: thenextweb.com

Wednesday, May 2, 2012

Overall Global Consumer Confidence Rose in 68% of Markets in Q1 2012


Global consumer confidence increased five index points to 94 in Q1 2012, according to the latest online survey findings from Nielsen. Overall confidence rose in 68 percent of global markets measured, compared to Q4 2011 where confidence increased in 21 percent of global markets. Confidence in Q1 2012 increased in 38 out of 56 markets, fell in 16 markets and remained flat in two.
“Households around the globe experienced a brighter personal situation in terms of jobs and personal finances last quarter, especially in the U.S. and in Asia, which was reflected in the improved consumer confidence and higher discretionary spending,” said Dr. Venkatesh Bala, chief economist at The Cambridge Group, a part of Nielsen. “While global economic conditions are more stable than in the depths of the European sovereign debt crisis late last year, underlying economic conditions are still fragile and fluid in many parts of the world, which could affect consumer confidence and spending momentum for the coming quarter.”
The Nielsen Global Survey of Consumer Confidence and Spending Intentions, established in 2005, tracks consumer confidence, major concerns and spending intentions among more than 28,000 Internet consumers in 56 countries. Consumer confidence levels above and below a baseline of 100 indicate degrees of optimism and pessimism.
q1-2012-confidence-sm
Consistent good news outweighed the bad
In Nielsen’s Q1 survey, while more than half (57%) of consumers around the world indicated they were in a recession, that sentiment was down from 64 percent last quarter. Regionally, online respondents who believed they were in a recession showed declines in Asia-Pacific (44% compared to 53% in Q4), North America (80% compared to 86% in Q4) and Europe (72% compared to 74% in Q4), while a slightly growing number of online respondents in Latin America (48% compared to 47% in Q4) and Middle East/Africa (75% compared to 74% in Q4) believed they were in a recession.
Intended discretionary spending and saving increased in Q1 across all sectors reviewed. Half of consumers around the world plan to put spare cash into savings, up from 48 percent in Q4 2011. Thirty four percent intend to buy new clothes, up from 31 percent the previous quarter and 33 percent expect to spend spare cash on holidays and vacations—a rise of seven percentage points from Q4 2011. Planned spending on technology also increased, with 28 percent of global online consumers intending a purchase, up from 22 percent the previous quarter.
“Improved confidence led to more discretionary spending from consumers around the world in the past quarter,” said Dr. Bala. “The survey evidence suggests that while consumers are neither as confident nor comfortable with the economy as they would like it to be, they are expressing a pent-up demand to spend as they did prior to the recession. Such a desire for psychological release through the various forms of discretionary consumption reported in the Nielsen survey—all of which act as stress-relievers—is understandable after three years of relentless belt-tightening and uncertainty.”