How Marketers Should Leverage New Marketing Technologies [Marketing Update] (door Hubspot)

Posted on 4 oktober 2011

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Last week on Marketing Update, Karen and Mike sat down and talked about new technology for marketers: Kindle Fire, Google+ for all, and Google Analytics.

Kindle Makes Tablet Ownership More Accessible

Amazon has launched a new tablet called the Kindle Fire, which will definitely be in close competition with the iPad. It’s almost certain that the Kindle Fire will become mainstream due to its affordable $199 price tag, full Kindle ebook functionality, video, music, and full-color web browsing. Recent reviews state that the Kindle Fire is an excellent choice for consumers looking for a tablet that can be used for entertainment purposes.

Marketing Takeaway: The demand for mobile device innovation is constantly growing, and the Kindle Fire’s $199 price tag and features should drive new customers to adopt this product. Mike and Karen advise that you adapt your content to all mobile devices and figure out how to present your brand in a condensed and animated manner via apps, downloads, and advertisements.

Google+ Boosts User Base

Google+ gained 25-30 million users during its invitation-only period. Once Google made its social network available to everyone, it reached 40 million users. This influx of users occurred after Google changed its approach by explaining how “you don’t have to be some tech connected person to use us.” Even though Google+ has seen a 1,269% increase in traffic, they are still not seen as a major threat to Facebook’s reported 800 million account base. However, if Google+ continues to attract more users at this rate, there could be shift in social media authority between Facebook and Google.

Marketing Takeaway: Google+ still hasn’t released features that would enable companies to create business accounts/pages on its social network, making it currently less applicable to marketers than other social networks like Facebook. That said, Google is planning to release business pages soon, which means marketers should become accustomed to the social network through their personal accounts so they are familiar with the ins and outs and can be ready to quickly create business pages when they become available.

Google Analytics Goes Real Time

Google Analytics is a tracking tool used by website operators to study the traffic patterns of websites. Recently, Google added its first real-time traffic tracker, eliminating the lag time for full data reporting. Its real-time data feature reveals your site’s active-visit count and creates consolidated reports that combine data, making it easier for users to understand. Google also now offers a new Analytics Premium Package, which will charge users for its services. The Analytics Premium Package is intended for larger companies looking for more data collection and additional modeling tools.

Marketing Takeaway: Google’s latest tracking tools are best suited for media companies that produce breaking stories that gain a lot of traffic to their site. However, the tools lack in their overall marketing analytics reporting. So if you’re looking to collect closed loop marketing data and consolidate your reporting efforts with aggregate data from various channels, you’ll need a more sophisticated, integrated marketing analytics tool. In a nutshell, marketers should choose tools based on their business goals.

What do you think of some of the latest technological advances available to marketers?

Auteur: David Guerrera