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Comparing Your Own Analytics With National Statistics
Everyday, I read reports and statistics compiled by others that blow my mind. The most recent was today when I saw Ralph Paglia post "State of the Media: The Social Media Report" by by Nielsen and NM Incite. It is a staggering and impressive set of statistics that show the influence and importance of Social Media in our lives and marketing for the past year.
Much of the report illustrated the importance of mobile in Social Media and marketing although it showed a suprising resilience in the use of PCs.
But there is something special about verifying what others tell you with your own experience and analytics. So I took a look at my company's YouTube reports and found that mobile, indeed, had grown exponentially as the device used to view our almost 3,000 videos.
With 282,302 video views under our belt, I felt it was a good representation of what is truly happening as compared to the statistics I've been seeing from the experts.
Increasingly, almost half of our audience has turned to smart phones and tablets to view our videos. In a much smaller way, but significant, is the use of embedded YouTube videos on websites.
Since we send a personal walkaround video to each Internet email customer and many phone customers, it is not surprising that a large part of our sources was from email clients.
What may be surprising is that our demographics showed that 75% of our video audience was between the ages of 45 and 65 years of age. You might say that is good news because that is the age group most qualified to buy a new car. Isn't that valuable marketing information?
This is one small part of what we look at each day, but significant in understanding who and where your customers are. Are you looking?
If you are only looking at ROI and Conversion Ratios, which are important, you are not seeing the big picture. This can impede you from good strategic planning.
Know who your customers are and what tools they use to find you. Don't rely completely on national statistics. Yours may be different depending on region, demographics, and competition.
Written by Tom Gorham
Editor, From The Trenches