Digital Bytes: Ditch the clicks, say Facebook

Welcome to FWM Digital Bytes, where we discuss all the biggest digital marketing and digital media news doing the rounds. This week Facebook tells brands to forget about clicks and British Gas go mobile…

Facebook: Ditch the clicks

Facebook have unveiled new metrics and told brands to stop focusing on clicks as a measurement of success. In a post on the Facebook Studio blog, the company’s Head of Measurement and Insights, Brad Smallwood, writes that “99 percent of sales generated from online branding ad campaigns were from people that saw, but did not interact, with ads.”. This, he argues, proves that “it is the delivery of the marketing message to the right consumer, not the click, that created real value for brand advertisers”. The data comes from research conducted with data mining company Datalogix, who Facebook have recently announced a partnership with. Through this partnership, Facebook are hoping they can provide metrics that will track the relationship between Facebook exposure and real-word spending. “For us, this is a turning point,” Smallwood added at the IAB MIXX conference in New York. “We’ve been flying blind and metrics haven’t moved from being focused on CTR as a result. Our study with Datalogix has shown us that this isn’t what we should be focusing on. Clicks are great, but it’s impressions that create value…Just like TV advertising, it is reach that drives revenue for online brand marketers.”

Online retailers disappoint customers

Online retailers aren’t delivering on the expectations of their customers, according to a new study from EPiServer. The report, entitield ‘Benchmarking the Digital High Street: UK e-commerce performance Index 2012’, polled 1000 consumers about their expectations of a retail website and then measured them against a best practice benchmark assessment of 25 top reatiler’s websites. The average reatiler score was 58 per cent, which is down on 2011’s total of 63 per cent. “Our findings highlight areas where even the UK’s top retailers are risking customer loyalty, extra revenue and market share by underestimating consumer expectations,” said David Bowen, product manager at EPiServer, “many of the problem areas could be fixed easily and at very little cost.” Retailers were marked across four areas: overall exprience, browsing, buying and after-sales.

British Gas look to mobile

British Gas mobile experience manager Neil Swanston has said the future of the business depends on improving their mobile offering. Swanston was speaking at the Mobile Marketing Live conference earlier this week and said that nine per cent of British Gas’s traffic was being generated through its mobile app, with 76 per cent coming from PC and 15 from mobile to website. “We’re in the very early stages of understanding the power of what [mobile] can do, so we’re in the infancy stages like a lot of businesses and it’s my job to understand consumer behaviour,” explained Swanston. “We have to now start to talk to our customers through those channels where they want to talk to us – suddenly the success of our future business depends on it. Any business will tell you the more products a customer holds with you, the more loyal they are. We are just a utility company, but we now know the power of the connected smartphone space which has been talked about for many years, is starting to become a reality.”

CW take digital to print

American TV network The CW have taken to print to promote their digital offering. In a first-of-its-kind move, the company has run an advert in the latest edition of Entertainment Weekly that contains a small LCD screen that features a stream of tweets from @CW_network. “We’re always trying to look at things that are first to market, that are really going to let people know that we are a digital network and that digital media is part of our DNA,” said Rick Haskins, executive vice president of marketing and digital programs at the network. He added that the aim of the advert is not to boost followers, but about “solidifying CW as a leader in digital and social thinking and execution.” The ad appears in 1,000 copies of the magazine across New York and Los Angeles and runs on a custom-built Andoid device with 3G connectivity.