Achieving optimal online marketing through cutting edge analysis

Dec 24, 2013
Achieving optimal online marketing through cutting edge analysis
Credit: Shutterstock

Spending on internet advertising recently surpassed newspaper spending, with heavy investment in non-traditional social media marketing programmes. This highlights the fact that businesses - large and small - are beginning to tap into the unique communicative power of social media.

But while social media enables businesses and organisations to reach their target audiences in new and novel ways, it also presents challenges. Millions of social media posts are generated every day, and consumers are routinely bombarded with marketing messages. How can companies - and especially SMEs - cut through the noise to deliver effectively their message?

New tools for analysing, measuring and visualizing social media content are needed, which is why an EU project was recently launched. The OPTIMIZR initiative aims to optimise social media campaigns by tackling unstructured text and through the development of an innovative analysis tool. This will ultimately help SME marketing agencies and their customers to improve the efficiency of their social media actions.

The project aims to bring social network analysis up to date. This is crucial, as the is constantly evolving. For example, online marketing has shifted away from a model based on click-through rates towards a less measurable model that involves multiple transmitters of information (tweeters, bloggers, fans, etc.). Assessing the success of this model is much harder to achieve.

The OPTIMIZR project will address this by combining information technology, marketing data and modelling capabilities that enable the system to provide predicted outcomes from various scenarios and social media marketing strategies. This will provide a better understanding of social network structure and its impact on information diffusion.

The project will first assess how social media campaigns can be maximised. This will be achieved by identifying influencers that could help to improve the diffusion of messages and online communities that best fit their campaign target. Predicting the social spread of a campaign will enable marketing actions to be adjusted according to real performance.

The project will next monitor the marketing impact. The aim will be to establish metrics for evaluate the efficiency of an online marketing campaign.

Explore further: Empowering your customers? Think twice about social media campaigns

More information: Project factsheet: cordis.europa.eu/projects/rcn/109854_en.html

add to favorites email to friend print save as pdf

Related Stories

Oracle buying Collective Intellect

Jun 05, 2012

(AP) — Oracle is buying Collective Intellect Inc. for an undisclosed sum as it expands its social media tracking services.

Social media pays off for businesses, study shows

Jan 18, 2013

(Phys.org)—Customers who connect with a business through social media will go to the business more frequently and contribute more to its bottom line, according to a new study from the University at Buffalo School of Management.

Recommended for you

Quantenna promises 10-gigabit Wi-Fi by next year

4 hours ago

(Phys.org) —Quantenna Communications has announced that it has plans for releasing a chipset that will be capable of delivering 10Gbps WiFi to/from routers, bridges and computers by sometime next year. ...

New US-Spanish firm says targets rich mobile ad market

5 hours ago

Spanish telecoms firm Telefonica and US investment giant Blackstone launched a mobile telephone advertising venture on Wednesday, challenging internet giants such as Google and Facebook in a multi-billion-dollar ...

Environmentally compatible organic solar cells

5 hours ago

Environmentally compatible production methods for organic solar cells from novel materials are in the focus of "MatHero". The new project coordinated by Karlsruhe Institute of Technology (KIT) aims at making ...

Twitter rules out Turkey office amid tax row

5 hours ago

Social networking company Twitter on Wednesday rejected demands from the Turkish government to open an office there, following accusations of tax evasion and a two-week ban on the service.

User comments : 0

More news stories

Quantenna promises 10-gigabit Wi-Fi by next year

(Phys.org) —Quantenna Communications has announced that it has plans for releasing a chipset that will be capable of delivering 10Gbps WiFi to/from routers, bridges and computers by sometime next year. ...

Floating nuclear plants could ride out tsunamis

When an earthquake and tsunami struck the Fukushima Daiichi nuclear plant complex in 2011, neither the quake nor the inundation caused the ensuing contamination. Rather, it was the aftereffects—specifically, ...

Unlocking secrets of new solar material

(Phys.org) —A new solar material that has the same crystal structure as a mineral first found in the Ural Mountains in 1839 is shooting up the efficiency charts faster than almost anything researchers have ...

Patent talk: Google sharpens contact lens vision

(Phys.org) —A report from Patent Bolt brings us one step closer to what Google may have in mind in developing smart contact lenses. According to the discussion Google is interested in the concept of contact ...

How kids' brain structures grow as memory develops

Our ability to store memories improves during childhood, associated with structural changes in the hippocampus and its connections with prefrontal and parietal cortices. New research from UC Davis is exploring ...

Gate for bacterial toxins found

Prof. Dr. Dr. Klaus Aktories and Dr. Panagiotis Papatheodorou from the Institute of Experimental and Clinical Pharmacology and Toxicology of the University of Freiburg have discovered the receptor responsible ...