Why retailers will go toe-to-toe on Twitter during the holidays The practice of targeting consumers who are interested in a competitor is moving into real time on Twitter, which Kontera's Ammiel Kamon calls "the new conquesting game in town." Experts expect more efforts similar to Wal-Mart's successful 2012 plan, in which it tweeted at customers who were talking about issues with Best Buy. "This practice isn't widespread yet, but you are going to see more of it because it makes a lot of sense," Retail-X's Sarah Cave says. Adweek (11/10)  | Email Remains King of Last Touch Marketing Revenue
Email continues to account for the highest percentage of last touch marketing revenue at 37% in Q3, but that share has decreased for three quarters. With first touch attribution, non-brand paid search and social media saw the largest gains. Download RKG's Q3 Digital Marketing Report for more insights and analysis on mobile, search, social, display and more. |
 | Social networks battle for celebrity users Twitter and Facebook are battling to lure celebrities and their fans, with each hoping to offer more value and tools for engagement with cultural stars in exchange for their digital loyalty. "They are competing on core functions," says Josh Goldman of Norwest Venture Partners. "... That is sort of creating a battle between these two companies, even if the use case is different." Bloomberg (11/11)  | Do you want to get even smarter?
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 | Charmin wipes away its "Asgardian" tweet Charmin had Twitter users tittering on Friday after posting an image of its bear mascot wearing a "Thor"-style helmet and brandishing a roll of toilet paper made to look like the superhero's hammer. The company then deleted the slightly off-color post, which referred to Thor's Asgard home. "[T]he tweet's disappearance keeps the story from stalling, so it just might be an example of brilliant marketing strategy we can all get behind," David Gianatasio writes. Adweek/AdFreak blog (11/11) | Report: Consumer-electronics firms to push harder in mobile, social The computer-products and consumer-electronics industry has seen below-average growth in sales, but is expected to make a big push in digital advertising over the next few years, led by mobile and social platforms. In that time, eMarketer projects, the industry's digital spending will increase from $2.83 billion in 2012 to $4.66 billion in 2017. eMarketer (11/11)  | Social Media in Pharmaceuticals 2014 returns to London! The 6th instalment of the sell-out Social Media Pharmaceutical conference series returns this winter to London. With keynote presentations from KOL'S and industry professionals at the heart of social media including Pharmaguapa, Sanofi, Merck and Roche, this really is a unique event not to be missed! Learn more here. | | | Most Popular Headlines From Last Week Results based on number of times each story was clicked by readers. | | | Move quickly to stay ahead on social media Social media marketers need to be nimble in order to stay ahead of the pack, writes Constance Aguilar of The Abbi Agency. Real-time monitoring is essential to stay abreast of what consumers are saying about your brand, and it's important to have rapid-response strategies in place in case things go wrong, she writes. "The digital world now moves at warp speed, and social marketing campaigns need to move lightning fast to keep up," Aguilar writes. SmartBrief/SmartBlog on Social Media (11/11) 5 tips for adding social media savvy to e-mail campaigns Social media links can expand your audience for e-mails and elevate connections with customers, Caitlin Culbert writes. Marketers should make social buttons easy to access, specify how readers can interact and promote hashtags in the e-mail to encourage conversation. They can also send occasional e-mails devoted to promoting a social channel and use social networks to promote e-mail newsletters. "Strategies should integrate and complement each other, not stand at different sides of the table," Culbert writes. BtoB Magazine (11/7) | Want global reach? Just act confused Reaching a global audience can be tough, but researchers say there's one word that's almost guaranteed to be understood, no matter what language your audience speaks. The word "huh?," indicating confusion, is the nearest thing there is to a universally comprehensible word, with similar-sounding words present in every language studied to date. "You can't have a conversation without the ability to make repairs," says linguistic expert Herbert Clark. "It is a universal need, no matter what kind of conversation you have." Los Angeles Times (tiered subscription model) (11/9) |  | Retailers are using social in a more competitive way. I think it's smart, and it's fair." -- Consultant David Deal, as quoted by Adweek | | | Please contact one of our specialists for advertising opportunities, editorial inquiries, job placements, or any other questions.
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