February 4th, 2011 – Welcome to another RDI Click! post. Click! is a weekly collection of digital news highlights from Red Door’s most inquiring minds.
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How Much Does A Facebook Fan Cost? $1.07 - Wall Street Journal
“Money can buy you friends on Facebook, if you’re a marketer. But the price is going up. A whitepaper by social marketing and analytics firm Webtrends, which studied 11,000 Facebook ad campaigns in the U.S., found that the cost of advertising on Facebook that encourages a user to become a “fan” on the brand’s Facebook page is $1.07. Marketers are increasingly spending money on Facebook fan-acquisition ads. Why? Becoming a fan gives brands permission to market directly to a user, both through (free) messages sent to the user’s homepage news feed and through ads that specifically target fans on Facebook.com.”
Priority Inbox and Overcrowding – How Can Your E-mail Stand Out? - ClickZ
“Currently, there is no stopping e-mail as an effective marketing channel. A recent Forrester Research survey, “US Email Marketing Forecast, 2009 To 2014,” indicated that 66 percent of respondents agree that e-mail is the most cost-effective marketing tool at their company. Therefore, more e-mail is going to be sent in 2011, crowding the inbox further. In addition to this, the inbox could see some significant changes as e-mail clients find ways to combat information overload and provide customers with a better experience. The big names are competing to develop an inbox that a user has more control over. One that prioritizes e-mail messages based on behavior and also provides easier ways to mass-unsubscribe.”
App Blast: News Corp. Launches “The Daily” – MediaPost
“Aiming to reinvent the newspaper for the digital age, News Corp. Wednesday unveiled The Daily, its much-anticipated daily news offering for the iPad. When it comes to advertising, The Daily is offering full-page, interactive ad units that it touts as “a rich mix of branding and direct response opportunities.” Research firm eMarketer estimates newspapers will generate $3.2 billion in U.S. digital ad revenues this year, spanning the Web, tablets and mobile devices — up from $3 billion in 2010.”
Google: Bing Is Cheating, Copying Our Search Results - Search Engine Land
“Google has run a sting operation that it says proves Bing has been watching what people search for on Google, the sites they select from Google’s results, then uses that information to improve Bing’s own search listings. Bing doesn’t deny this. As a result of the apparent monitoring, Bing’s relevancy is potentially improving (or getting worse) on the back of Google’s own work. Google likens it to the digital equivalent of Bing leaning over during an exam and copying off of Google’s test.”
Super Bowl Ads Cross Online, TV, Social Media - MediaPost
“Aside from TV, brands will move social media to the front seat in this year’s Super Bowl. The NFL partnered with Twitter and Visa to create a social media site — sbtwitter.nfl.com –tracking tweets from players, media and fans. The site supports video and highlights of player-related trends for both the Steelers and the Packers. The @packers use Facebook and Twitter to update fans, driving traffic to Packers.com. Similarly, @steelers relies on the same social tools.”
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