Media News Summary is a selection of the day’s three to five most interesting news items collected from a variety of online sources. AOR Media selects these news items to keep you aware and informed of challenges affecting the advertising and media industries and to educate you on issues surrounding media strategy, media planning & buying and media management.
Promoted Tweets with Images Improve Engagement but Not Traffic
A review of major brands’ Twitter activity has indicated promoted Tweets using images get higher levels of enagement. However, there does not appear to have been a corresponding lift in traffic generation. The next natural question from a direct-response marketer would be “was there a call-to-action?” While the addition of a graphical canvas certainly enhances the opportunities for markters, it wouldn’t necesarily translate into more website visits. Give users a reason to click through. …And tell them to do so and perhaps the results may be different.
Highlights from the Community Managers Conference
Marketing Mag has assembled a 5 item shortlist of highlights from the CM1 Community Managers Conference. Number 4, different social networks require different strategies resonates most from the media perspective. However, all are relevant. From a media buying and media planning perspective, the social media channels can be some of the most challenging. They allow multiple media creative formats but have extremely limited tactical specifications. A pay and spray approach really won’t work if it doesn’t connect with how users interact with the particular medium.Take the time to understand the challenges that community managers face and their best practices in order to craft a media strategy that will help them accomplish their goals as well as those of the overall campaign.
Quick SEO Wins</>
You may question how SEO is “media” related. The direct relationship is between Google’s perceived quality of a website and and search marketing ads driving traffic to that site. Google (or Bing) don’t care how much you are bidding… if the landing page doesn’t provide value to the person whom just entered the search query, the ad is most likely going to appear at the bottom of the page, if at all. In a less direct manner, improving SEO these days is about improving content, improving social media activity and improving the overall experience for the user. The tie-in to media, driving traffic to a website that users immediately leave is a waste of media dollars.
