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Social media marketing outperforms display ads

As the environment continues to mature and grow it is pushing other techniques aside.

Recent analyses and reports are showing that social media marketing is not only greatly expanding in its use and effectiveness, but it appears to be achieving its goals at the expense of display advertising.

Using social networks is proving to be much more appealing to consumers who are growing weary of other ad forms.

Recent research by IZEA, a social sponsorship startup, has revealed that after having surveyed 10,000 brand marketers, social influencers, and social media consultants, approximately one in three marketers are equally weary of display ads as has been seen from the side of consumers. On the other hand, social media marketing appears to be continuing to expand and mature on every level.

The social media marketing study revealed that actions in this area are improving in every direction.

Social Media Marketing StudyFor example, the use of sponsored photos has increased to 33 percent in 2013 after having been only 24 percent at the same time last year. Moreover, 29 percent of marketers said that they had been using Pinterest’s sponsored pins opportunity, said the report.

IZEA also pointed out that when comparing the revenue generated by sponsored images with that of display ads, it is the sponsorships that bring in more money according to 55.7 percent of the participants in their study.

At the same time, though, the rise of promotions and advertising in social networks has led to a notably greater demand from influencers. In fact, these individuals who are highly connected should now increasingly expect to receive brand compensation for making mention of the products or services that they are selling, said the report. Twenty six percent of influencers have said that the amount of time that they spent in the maintenance of their social presence can now be compared to the hours that they would apply to full time employment.

Equally, though, social media marketing remains a confusing environment, as a considerable percentage of influencers have not yet completely mastered the best practices for compensation disclosure, as the FTC now requires that this must occur when a substantial reward is traded for the creation of content.

Mobile payments technology created by Oxford prof

This new tech could provide regular consumers with the same level of security as used by the military.

Professor Bill Roscoe and his team at the University of Oxford have been pursuing what has been called “spontaneous security” for about a decade and have now been able to create it in the form of a very powerful, defense-grade security in mobile payments technology.

This would make it possible for people to use their smartphones as wallets without being worried about theft.

The team has come up with a mobile payments technology that would make it possible to easily and inexpensively create secure ad hoc communication networks so that two or more devices could safely communicate in a way that they have never been able to at any other time. Professor Roscoe explained that “What we have been working on all this time is contextual authentication: ways of identifying someone by the context they are in when you don’t have their mobile number, name or anything like that.”

The security protocols followed by the algorithms in this mobile payments technology are very high.

Mobile Payments Technology - OxfordThese security levels are great enough to be appropriate for the US Navy, that contributed $1 million to the project, in addition to the £100,000 from the U.K.’s Ministry of Defence. The tech was taken to Kenya by the British Army, which used the security software in protocols on maneuvers. That software was spun off by the commercialization company at Oxford, Isis Innovation, which then formed OxCept. This allowed it to be converted for use in transactions.

There has already been considerable interest in OxCept within the industry, as even PayPal has been looking into the research being conducted and the outcomes produced by Roscoe’s team. This has also led to another first, which will occur as the Oxford spin-out, when it has a base in both London and Silicon Valley. The purpose will be to try to grab hold of a good sized share of the market for mobile payments, which is predicted to become massive in the next few years.

In fact, KPMG has predicted that the mobile payments technology marketplace will be worth over $1 trillion by the close of 2015.