5 Marketing Technology stories you might have missed 9-17-11

Here are 5 Marketing Technology stories you might have missed.

1. Google releases Google+ API

[link] Google+ finally published an API to allow applications to interface with it.

MY TAKE: Although I work to post the right content to the right audience, applications like Hootsuite & Tweetdeck allow users to manage their social conversation with greater efficiency.  The initial API provides  “read-only” access to public posts and therefore it won’t be very interesting.  Once the API works both ways it will be a welcomed improvement.  Yet, this improvement only affects people already using Google+, this won’t draw more users to the social network.

2. Carbyn Has Built a HTML5 OS

[link] Carbyn is brand new.  It launched at TechCrunch this week but it is a look into the future. There is no install, the OS runs in a modern browser. Sign up for Carbyn here.

MY TAKE:  The ability to run an OS in the browser that runs crossplatform apps opens up the door for new possibilities.  It’s hard to classify, but it sounds like a super-hypervisor OS.

3. Sites See Results from Social Sharing Buttons

[link] A study of the top 10,000 websites showed that only 53.6% used at least on social link or plug-in.  The study also evaluated the impact of social sharing. For example a site with a tweet button was mentioned, on average 27 times.  A site without a tweet button was shared only 4 times.

Which social sites were most popular?

  • 50.3% Facebook
  • 42.5% Twitter
  • 8.1% Google+
  • 4% LinkedIn

MY TAKE: If you don’t have social sharing on your site your reducing the likelihood your content will be shared and seen 8 fold.

4. As Social Spending Rises, Which Metrics Are CMOs Focusing On?

[link] A recent survey of CMO’s conducted by Duke University’s Fuqua School of Business and the AMA showed a growing use of marketing metrics and a decrease in the use of sales metrics.

Which social metrics are marketers using?

Site visits and page views were still the top social media metric used by US marketers, with 52.2% of respondents highlighting that tactic in August 2011. However, counting the number of followers or friends jumped to 34.1% of respondents, up from 24% in August 2010, and buzz indicators or web mentions also increased, from 15.7% of respondents in 2010 to 20.5% in 2011.

Meanwhile, use of sales levels as a metric dropped from 17.9% of respondents in 2010 to 13.3% in 2011, and fewer also measured revenue per customer, with only 9.6% of respondents highlighting that option this year, down from 17.2% in 2010.

MY TAKE: This is spot on.  Social is best used as a relationship builder and servicing medium. Sales will follow but attribution to social efforts will continue to be difficult. We live in a cross-channel world.

5. Five Ways to Improve Your Landing Pages for Better Conversions

[link] Great list of how to keep your landing pages clean and purposeful.

MY TAKE: CMI does a great job of helping Marketers focus on the basics.

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