social marketing final
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Boomerang is a company offering email, social and event marketing. It provides a platform for organizations to handle all their email needs from simple email promotions through to personalized newsletter. It is in a similar space as well known vendors MailChimp and Campaign Monitor.
Unfortunately this competition, and the fact that larger vendors are sucking up much of the oxygen, makes it hard to grow to scale.So given the very limited opportunity for Boomerang to be something of real standalone value, it is unsurprising to see that email marketing software vendor Emma has acquired the company to both integrate the feature into their own solution, but also to leverage the skillset of the Boomerang team.
Emma is an email marketing solution that is targeted to the needs of agencies, franchises and in-house marketing teams. It is focused particularly closely on the Salesforce.com ecosystem but also has integrations into e-commerce platforms and various social networks. Emma covers the email automation area, but also helps with audience segmentations and email marketing. Emma claims 40,000 customers worldwide including Mario Batali and Bridgestone.
In announcing this deal, the terms of which were not disclosed, Emma CEO Clint Smith talks about the value that the Boomerang team brings to Emma. Emma has been in existence for 10 years and has 150 staff across four US cities and one international outpost in Australia. When Emma was created, this idea of cloud-based plugins was a very nascent one and Boomerang brings that understanding to the Emma mothership. If Emma wants to continue growing, it will need to embrace this way of doing business and so beyond Boomerangs existing market penetration, there is a real theme of skills acquisition in this announcement.
According to the announcement, Boomerangs existing customers will now have access to Emmas platform, including its deep Salesforce integration. For its part, Boomerang suggests that a large percentage of its customers rely on Boomerangs integration with Salesforce so this deal looks set to increase customer value from the combined offering.
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Emma Acquires Boomerang--An Email Marketing Rollup
Its not news that spam plagues social media, but Networked Insights (via Marketing Land) recently put out some research looking into how it affects brands, and the conclusion is that data is pretty dirty.
According to the report, 9% of all Twitter users who tweet in English are non-consumers. Thats not just spammers, but includes bots, celebrities, brand handles, and inactive accounts. Spam is a bigger problem on blogs and forums, where 28% of all posts are written by non-consumers, it finds. Still, over 90% of social media posts in conversations around some brands are classified as spam.
Brands today are becoming more sophisticated about analyzing social media to discover consumer insights. But, if social data is filled with spam, brands analyses will not be accurate or actionable, the report says. The industry recognizes data is inherently dirty. According to a recent New York Times article, 50% to 80% of a data scientists time now involves cleaning data. Efforts are being made to clean up social spam, but its an uphill battle. Twitter is actively finding and removing social bots, But, according to the Wall Street Journal, the black market is able to create fake accounts quicker than Twitter can remove them.
The report defines social spam as including tweets, reviews, or blog comments, which contain coupons, product listings, contests/giveaways, adult content, or general spam, which may contain gibberish or nonsense.
Older forms of social media like forums and blogs are still the heaviest sources of social spam, based on the reports findings.
Different categories have different percentages of spam posts, with the most appearing for the shopping (13%), finance (11%), and technology (10%) categories compared to real estate (7%), automotive (6%), pets (6%), sports (1%), science (1%), and religion (1%).
There are branded posts and conversations about brand names happening across social media all the time, the report says. Although overall spam rates are less than 10% across social media platforms, conversations for some brands are dominated by spam.
Elizabeth Arden and Rite Aid are among the brands being dominated by spam, each with 95% of posts about them falling under the label. Other troubled brands include Visa (81%), MasterCard (76%), Ulta (75%), American Eagle Outfitters (73%), Best Buy (72%), Fisher-Price (70%), Lancome (68%), and Victorinox (68%).
The main takeaway from the report is that when you detect and remove all the spam from brand conversations, the conversations look very different. For example, when they removed the spam from the food and drink category, they found more nuanced conversations about healthy food, food cravings, etc. This would enable brands to better interpret what consumers are really talking about.
Once youre able to eliminate (or at least cut drastically) the spam noise out of the data, you can focus on legitimate data, which you can then use to personalize your marketing, which is key to increasing brand loyalty.
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Some Brands Are Absolutely Dominated By Social Spam
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