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Special Offers Drive Engagement In Social Media 11/09/2009
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Of those who follow a brand on Twitter, for example, 44% said access to exclusive deals is the main reason. And on Facebook and MySpace, 37% cited special deals as the main reason they have "friended" a brand. The report points to companies such as Starbucks, which has amassed nearly 5 million fans and soared to the top of Facebook brand pages by offering coupons for free pastries and ice cream.
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Whole Foods, meanwhile, leads brands on Twitter with more than 1.5 million followers by promoting weekly specials and shopping tips. Razorfish identified customer service as the other key driver of consumer interaction in social media, with 33% friending a brand on Facebook and MySpace for that purpose, and 24% on Twitter. Companies such as Comcast, Zappos and Virgin have all gotten high marks for using the latter as a customer relations management (CRM) tool.
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E-Marketing To Near $55 Bill By 2014
Overall, interactive marketing will near $55 billion by 2014, but some industries -- like consumer goods, automotive, and media and entertainment -- will grow interactive investment faster than others.
This year's forecast includes a B2B category that consists of business services -- like accounting firms, consultancies, and agencies, as well as the business trade elements of all other industries, like marketing between a manufacturer and resellers. This category will stay at about 9% of the overall interactive pie over the next five years, growing from $2.3 billion today to $4.8 billion in 2014 as B2B marketers adopt emerging media and improve the sophistication of existing efforts.
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This year's forecast includes a B2B category that consists of business services -- like accounting firms, consultancies, and agencies, as well as the business trade elements of all other industries, like marketing between a manufacturer and resellers. This category will stay at about 9% of the overall interactive pie over the next five years, growing from $2.3 billion today to $4.8 billion in 2014 as B2B marketers adopt emerging media and improve the sophistication of existing efforts.
Apps: The Newest Brand Graveyard
AdWeek says most corporate Facebook apps are failing, the victim of overengineering, complexity, abandonment, isolation and various other factors.
Repeat Ad Nauseam: TV Spots Risk Driving Consumers Away - Advertising Age - MediaWorks
Advertisers are finding that consumers have a lower tolerance for multiple messages than they once did, and viewers are even organizing ad hoc groups to protest ad saturation. consumer tolerance for repetitive ads has fallen by about half in the last 10 to 15 years. This has forced some advertisers into a corner. They can't afford to produce enough ads to keep consumers interested. In response, they're looking at product placements to fill the gap.
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More than 26% of TV households will have DVRs by the end of 2008, according to Interpublic Group's Magna -- that's nearly one-third of potential customers for a cellphone, credit card or can of soup
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While it takes only three ads to cause wear-out in print -- about the same as it did 10 to 15 years ago -- a TV ad these days can reach the same point after only eight showings, down from 15 to 20 during the same time period.
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Commercial Break - Revisiting the Chevy Apprentice Campaign
GM's famous 2006 Chevy Apprentice user-generated advertising campaign has long been regarded as a failure because of the disruptions caused by environmentalist critics. Now Wired challenges that conventional wisdom by documenting the big jump in Tahoe sales following the campaign. This experiment wasn't a failure; it was a huge success. Which just goes to show that negativity isn't always such a bad thing.
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Once Tahoe-bashers discovered that Chevy had handed them a bully pulpit, they quickly went to work, posting attack ads on the Chevy site and spreading them to YouTube and other outlets. It didn't take long for bloggers and reporters to realize that something weird was going on over at Chevyapprentice.com. At first, everyone assumed it was just another case of a big corporation not "getting it" about the Internet. Then, when the ads weren't yanked down immediately, they figured Chevy was too clueless even to notice what was happening on its own site. Only gradually did it dawn on people that Chevy had no intention of removing the attack ads.
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BY ANY OBJECTIVE MEASURE, the Tahoe Apprentice campaign has to be judged a success. The microsite attracted 629,000 visitors by the time the contest winner, Michael Thrams from nearby Ann Arbor, was announced at the end of April. On average, those visitors spent more than nine minutes on the site, and nearly two-thirds of them went on to visit Chevy.com; for three weeks running, Chevyapprentice.com funneled more people to the Chevy site than either Google or Yahoo did. Once there, many requested info or left a cookie trail to dealers' sites.
Sales took off too, even though it was spring and SUV purchases generally peak in late fall. Since its introduction in January, the new Tahoe has accounted for more than a quarter of all full-size SUVs sold, outpacing its nearest competitor, the Ford Expedition, 2 to 1. In March, the month the campaign began, its market share hit nearly 30 percent. By April, according to auto-information service Edmonds, the average Tahoe was selling in only 46 days – quite a change from the year before, when models languished on dealers' lots for close to four months
Wall Street Grows Bearish On Online Ad Market
J.P.Morgan slashes its outlook for the second time in two months. While it still sees growth in online spending, display advertising is flat and all other categories will be down from 2008.
Interactive Ad Spending Will Top Out in 2009: Report
Looks like a rough year ahead for ad spending of all kinds. Print and broadcast will take the biggest hit, but even most categories of online ad spending will stay flat or fall, according to Borrell
How agencies tackle social media
iMediaConnection has video clips from over a dozen professional marketers and agency professionals discussing the future of social media. One message is clear: this is a sea change in marketing.
Gap Widens in Online Advertising
Online advertising continues to grow at a 20% annual clip but search is pulling away as the vehicle of choice. Search ads are forecast to represent 42% of overall U.S. online ad spending in 2008, according to eMarketer, up from 40% in 2007.
Ben & Jerry's Jumps Into Social Media
The ice cream maker is promoting its new "Imagine Whirled Peace" flavor with a John Lennon-themed social network at which visitors can post "messages of peace" and upload relevant images.
Has social media lost its luster?
The inevitable disillusionment is setting in with social networks, which has proven to be poor outlets for banner advertising. But anyone who is relying on these outlets to deliver banners is missing the point. As this story states, "The premium inventory on social networks isn't a highly trafficked page, it's an individual user."
IDS says Web advertising to 'defy' economic crisis
Internet advertising will grow about eight times as fast as advertising at large between 2008 and 2012, according to IDC, doubling revenue to over $51 billion. The slow economy will only accelerate the move of advertising dollars online, with video leading the growth. Video advertising expected to grow almost 50% annually through 2012, reaching $3.8 billion.
Social Media and E-Mail Spending to Rise
Quoting:
"More than three-quarters of marketers surveyed said they will increase their social media spending during the next three years, according to Eloqua's "State of the Marketer" report. A full 74% said they plan to increase their direct e-mail spending while about two-thirds will spend more on mobile texting and SMS.
"Respondents were bullish on online ad spending overall, with nine out of 10 saying they would continue to increase their direct online ad budgets. The spending increases are likely to come at the expense of print ads, since 55% of respondents said they will probably decrease print ad spending in the next three years."
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More than three-quarters of marketers surveyed said they will increase
their social media spending during the next three years, according to Eloqua's
"State of the Marketer" report. A full 74% said they plan to increase
their direct e-mail spending while about two-thirds will spend more on mobile
texting and SMS.
Google CEO Eric Schmidt admits Web 2.0 advertising is small opportunity
In an interview with a German newspaper, Google CEO Eric Schmidt admits that the company has not yet figured out a way to monetize Web 2.0 as an advertising vehicle and may never do so. Quoting:
"MySpace did not monetize as well as we thought. We have a lot of traffic, a lot of page views, but it is harder than we thought to get our ad network to work with social networks. When you are in social network, it is not likely that you´ll buy a washing machine. It is not a long term problem but it is taking us longer than we thought. We are trying new ways, new approaches all the time." (via <a href="http://publications.mediapost.com/index.cfm?fuseaction=Articles.showArticleHomePage&art_aid=83651">Media Post</a>.
UK online ad spend to overtake TV
It appears that the British are considerably more wired in than their colleagues across the pond. Online ad spending has a 15.3% market share in the UK, compared to about 10% in the U.S. And the Internet will soon be the #1 advertising medium in Britain.
Who Do You Love? How Some Brands Achieve True Authenticity
It's ease to praise the value of authenticity but a lot harder to achieve it. Many companies have stumbled badly in marketing campaigns because their efforts to sound genuine didn't jive with the public's perception of the brand. This Fast Company article from December looks at authenticity, insincerity and how even some big and successful brands manage to cultivate a distinct image.
Getting Engaged: Advertisers Search for Their Voices on YouTube
Advertisers are already showing lack of creativity on YouTube, defaulting to the "safe" choice of pre-roll ads and sponsored contests. As this article notes, many of those campaigns underperform. To be successful on YouTube, you need to step outside your comfort zone and design content for the young audience.
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Century 21 Real Estate, based in Parsippany, N.J., launched a video-contest channel on YouTube in mid-March. The idea is for home-sellers and their agents to collaborate on a video tour of the for-sale property "using humor and creativity." The winner, to be announced in May, will take home $21,000 and an HDTV. Although the company raised expectations by touting the contest as the "Housing Industry's First Branded YouTube Channel," its introductory video hasn't seemed to inspire much reaction: The contest channel currently features only four submissions. A viewer's comment on one sample video posted by Century 21 itself stated: "This [video] is an excellent way not to sell this home."
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When Bell's firm launched a new anti-aging lotion for Johnson & Johnson's Aveeno brand, it built on the work of 3-D British chalk artist Julian Beever. A time-lapse video of Beever creating one of his trademark trompe-l'oeil drawings in New York's Union Square, which included the Aveeno logo, has resulted in more than 1.2 million views on multiple video channels, says Bell. "We listened to an existing conversation among fans of the artists and gave them something of value. That's what got them talking and sharing."
Shot heard 'round the auto world
General Motors will shift half its $3 billion annual advertising budget to digital and one-to-one channels during the next three years. That's a huge jump from the $197 million it spent online last year. Other auto makers are likely to follow. Hyundai has said it plans to double its online spending. More ominous for traditional media is that a GM executive recently told Ad Age that told Ad Age that the company will try to persuade its regional dealer ad groups to shift their dollars to digital advertising and away from spot TV.
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