Brands failing to integrate search campaigns, 97% of Pinterest users female & brands to get Facebook timeline
Friday 17 February 2012
TAGS: Facebook | Search | Search engine optimisation | Social media | Social networks
Brands still failing to fully integrate search
The Internet Advertising Bureau’s Search Council, comprising of Bing, Google, Yahoo!, ten search marketing specialists and five brands has surveyed the top 200 brands in the UK to obtain a market overview of search advertising.
The 2011 study reveals that 72% of brands have only partially integrated or completely un-integrated search campaigns and 94% admit there is a greater opportunity to integrate search.
Furthermore, 58% of brands have ‘little to no understanding at all of attribution modelling’.
However, this lack of understanding is not compromising budgets. Two thirds of respondents allocated 20% or more of their budgets to digital in 2011, whilst SEO, PPC and social media budgets are expected to increase in 2012.
97% of Pinterest users are female
Since launching in March 2010 the invite-only picture-sharing social network Pinterest has acquired more than 10.4 million users. However, the vast majority – 97% – are women.
While men do use the site the marketing policy has been heavily geared towards women and, according to the figures, it is working well.
Pinterest, which works as a ‘timeline app’ within Facebook, is the fastest growing referral site on the Internet, beating the likes of YouTube and LinkedIn.
Facebook to roll out Timeline to brands
According to AdAge Digital, Facebook will roll out its new Timeline profile pages to brands later this month.
The report states the brand Timeline pages will not be identical to those of individual users but will be ‘consistent’ in design and features. The pages will be tested in Beta by a handful of partners in the US before a global roll out.
However, Facebook itself has declined to comment on the exact timing of this product launch. The ‘big reveal’ is expected at the end of the month at the first-ever fMC Facebook event specifically designed for marketers. Facebook will discuss its ‘newest solutions, actionable insights and proven strategies’ at the event held in New York City on 29 February.
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