duminică, 31 octombrie 2010

Networking for Career Opportunities – New Avenues of Job Search

By krish on February 06th, 2010  

Job search today has changed from what it was a few years ago. Back then, job search was an analogue process that took days, if not weeks, to be completed. The personal computer was not born yet and the type writer was what ruled the office space. From those days of job applications being sent through snail mail, now is the age of blogs and personal websites that are used as job references. And naturally, as a reflection of this sea change in communication and information landscape, the way job postings are approached by candidates and job openings are targeted had to change too.

Career opportunities today are just a click away. Yes, there are numerous job sites where job positions get posted real time. And job portals make it easy for candidates by sending job openings right into their inboxes. But then, the process is just as easy for any of the legions of candidates aiming for the same job positions. So, what would be the differentiating factor between you and your competitor who applies for the same position as you do?

Welcome to the world of networking. Today, social networking is more than a mere buzzword – it is serious business for many, where individuals and brands get promoted silently, away from the bustle of life. Business networking and virtual networking events are driving business deals forward. And that is what is turning out to be a key differentiator in determining the success of a job search.

The internet is home for millions of social networking fans who have known what a difference these social networking sites could do to their careers. Professional networking groups are treasure troves of insights into professional issues. And the best career opportunities are known using the social networking platform. Networking with professionals is also facilitated by such social networking sites as LinkedIn, which are specialised in letting professionals network for career development. And more importantly, there are job positions being posted exclusively on social networking sites, as job sites invariably draw large number of responses, with many of them being misfits into the job positions advertised for.

As the economy recovers, if you have any qualms about networking for career opportunities, shed them and get into the act. Your next defining career move could well happen over a professional networking group.

Passion for Writing and Business; Post-graduation in Management; Some useful managerial experience and International Exposure; Belief in Risk-taking and in the spirit of the entrepreneur. That's me.

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Latest Trends in Servicing Customers: Samsung and Rubbermaid Case

By Debapriya Chakraborty on March 25th, 2010  

With growing expectations of the consumers, companies are coming up with new ideas to offer the best service possible. The service types are becoming more interactive and user friendly like Samsung’s SPST or Samsung Product Support TV.

SPST is a live streaming channel of Samsung to provide its customers with how-to videos to give a better product experience and guide. Right from registering a Samsung product to installations and use of its range of cameras, mobile phones , TVs and any other products , SPST provides how-to videos covering every topics that provides a platform to its customer to understand the products better and get more out of the products purchased. The programs are titled as “Keep It Simple” and subjects are decided on a weekly basis. Not only does it gives solution in an interactive fashion but also provides solution through mails for the ones which are not solved at the moment.

Customer satisfaction is the core priority of any organization. In today’s scenario where customers are pampered with so many options to select from, service quality of any organization is the perceived value considered by the consumers in differentiating the brand value from other existing options. Thus Rubbermaid, an Atlanta based company considers the customer reviews and ratings about existing products to design new products.

All the weekly reviews and ratings of the customers are communicated to all the brand managers of the company. They offered sample of their newly designed sink to the customers who had registered negative review and suggestion for improvement for a previously designed sink.

This approach was received with over-whelming response from the customers. They have also introduced sweepstakes and gifts for customers to encourage more reviews and ratings. These strategies have helped them to redesign their products much to the needs and expectations of the consumers. Many grievances and user problems are being efficiently handled through these methods thus preventing negative word of mouth from the customers.

Obtaining customer feedbacks and connecting to customers through interactive medium are the two latest trends which are being adopted with successful outcomes. Internet plays a crucial role here too which cannot be ignored. Thus more such tools are expected to be adopted by the companies to serve their customers better and gain loyalty.

Completed B tech in Information Technology under West Bengal University of Technology.Currently pursuing Masters in Business Administration(MBA) from Indian Institute of Social Welfare and Business Management(IISWBM),Kolkata with marketing as major specialization and finance as minor specialization. Have penchant for blogging and broadening my learning curve. Like to explore more insight on branding and its nuances.

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sâmbătă, 30 octombrie 2010

The Fabulous Price of Free...Square offers free credit card reader

The Fabulous Price of Free...Square offers free credit card reader (David Young | Branding Blog - Marketing Advice and Advertising Strategy for Local Business Owners)window.fbAsyncInit = function() { FB.init( { apiKey: 'a279adbe87e2b3c505e777af99a5260d' } ); YAHOO.util.Event.onDOMReady( function() { FB.XFBML.parse(); } );};( function() { var e = document.createElement( 'script' ); e.async = true; e.src = document.location.protocol + '//connect.facebook.net/en_US/all.js'; document.getElementById( 'fb-root' ).appendChild( e );} )();David Young | Branding Blog - Marketing Advice and Advertising Strategy for Local Business OwnersDave Young has been dispensing advertising, marketing and web advice to local business owners since February, 2004. Let's ConnectHello...I'm Dave.

I help small business owners...mostly main street people, the brick and mortar types with their marketing.
I'm also a 2-star Nebraska Admiral in case that means anything to you.



TweetRecent Posts3 Ways to Make the Caller's Experience Reflect Your CustomersDing Dong SEO Gone BadAvery's run at 3M: Differentiate. Demonstrate. Directed Humor.On Your Market: Open for BusinessCustomer Engagement: A Kinetic Word of Mouth TechniqueMarketing Beyond Advertising: Save enough to pay for airfare and hotel!Tom Wanek's Ad-Speak CalculatorContextual Linking: Your web site is NOT a strip mallThe Fabulous Price of Free...Square offers free credit card readerKey to Word of Mouth: Kinetic and Audio Delight Follow this blog « Key to Word of Mouth: Kinetic and Audio Delight |Main| Contextual Linking: Your web site is NOT a strip mall »

The Fabulous Price of Free...Square offers free credit card reader

If Apple had charged $49 (or even $9.95) for iTunes instead of giving it away, would they have been able to achieve their non-violent takeover of the entire music industry? If they gave the software free, but then required you to buy entire albums, would they still have been the disruptive force?

The internet is full of success stories where a key component is provided free to customers and the company makes it's fortune providing the rest of the solution. 

Square is going to grab the credit card world by the ears by following the same strategy. They are making it incredibly easy for anyone to start taking credit card payments at competitive rates WITHOUT having to shell out money for a credit card swiping machine, WITHOUT having to sign a long-term contract, with NO MONTHLY FEES or minimums, and NO SETUP FEE.

ZZ0B2A6BBB Give the customer all the tools required to use your service. Then, give them à la carte choice on how much to buy from you. Throw in a bunch of other cool features, and watch the fun begin.

Square is GIVING YOU a simple little device that plugs into your iPhone or iPad headset jack and you can start swiping credit cards. This is a no-brainer. They are DISRUPTING the model. They are attacking by taking some of the current profit centers out from under the current players. There are companies making a sweet fortune by selling machines, charging monthly fees, setup fees, etc. Take it all away from them and you have just created CHAOS in their world.

What can you do to disrupt the model in your world?

Dave Young on May 11, 2010 in Advertising, Word of Mouth | Permalink

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If Apple had charged $49 (or even $9.95) for iTunes instead of giving it away, would they have been able to achieve their non-violent takeover of the entire music industry? If they gave the software free, but then required you to buy entire albums, would they still have been the disruptive force?

The internet is full of success stories where a key component is provided free to customers and the company makes it's fortune providing the rest of the solution. 

Square is going to grab the credit card world by the ears by following the same strategy. They are making it incredibly easy for anyone to start taking credit card payments at competitive rates WITHOUT having to shell out money for a credit card swiping machine, WITHOUT having to sign a long-term contract, with NO MONTHLY FEES or minimums, and NO SETUP FEE.

ZZ0B2A6BBB Give the customer all the tools required to use your service. Then, give them à la carte choice on how much to buy from you. Throw in a bunch of other cool features, and watch the fun begin.

Square is GIVING YOU a simple little device that plugs into your iPhone or iPad headset jack and you can start swiping credit cards. This is a no-brainer. They are DISRUPTING the model. They are attacking by taking some of the current profit centers out from under the current players. There are companies making a sweet fortune by selling machines, charging monthly fees, setup fees, etc. Take it all away from them and you have just created CHAOS in their world.

What can you do to disrupt the model in your world?

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Blog: Europe Charges the UK with Infringement of Online Privacy Rules

The European Commission (EC) is taking the UK government to the European Court of Justice for its failure to comply with regional legislation on internet privacy.

This is the latest installment in the long saga of BT (formerly British Telecom) and its trials of behavioral targeting in selected areas of the UK in 2006 and 2007. Unbeknownst to internet users in these areas, BT collaborated with targeting company Phorm to collect online browsing data. This information was used to select ads for delivery to individual computers. After many complaints, the UK Information Commissioner’s Office (the country’s personal data protection authority) began an investigation into the country’s monitoring and handling of such incidents in April 2009.

Its conclusion: no laws had been broken by BT or Phorm. But that judgment implied another question: were UK laws on internet privacy sufficient? The EC has said no—that the UK does not comply with European Union rules, specifically the ePrivacy Directive and the Data Protection Directive, which state that a person’s consent to interception of their communications must be a “freely given, specific and informed indication of a person’s wishes,” rather than a default presumption. The EC is also concerned that the UK has no national body to deal with such matters of communications interception and related complaints.

In October 2009, the EU Telecoms Commissioner asked the UK to amend its national laws to ensure compliance with regional ones. This has not happened; hence the court summons.

Advertisers and marketers are not directly affected by the legal proceedings. The court case relates to actions that only the government can take; moreover, the EC is not aiming to prohibit behavioral targeting, but to ensure that consumers are notified that targeting is taking place, or may take place, and that they are able to manage their own exposure to it.

But the EC’s move serves to remind the industry that it must “bite the bullet” on behavioral targeting and institute transparent practices that will allay consumer worries. Several recent studies have revealed significant levels of concern among web users. Earlier this year, for example, a survey by the Financial Times and Harris found that 52% of UK internet users said they were somewhat or very concerned about personal data accessible to the search engines they used.

Transparency is especially important in a world where mobile, online and broadcast channels are converging. A growing number of people in the UK are communicating, searching, viewing and sharing content, playing games, shopping and transacting across multiple screens and platform providers—who naturally want to monetize the user data they capture. It has never been more vital to reassure consumers that their privacy is respected.

As new media age magazine points out, the digital industry is already developing, in consultation with the European Union, “a pan-European self-regulatory framework for behavioral ad targeting.” In the UK, the Internet Advertising Bureau (IAB) has issued Good Practice Principles and launched a website, Your Online Choices, to explain the principles of digital data collection and consumers’ options.

Marketers should make sure that they too are fully informed about how their ads are targeted and whether those techniques pose any potential issues for consumers. As the industry moves on from the early days of opt-in email newsletters, and ad-serving technology permits ever-subtler pinpointing of specific audiences, advertisers and brands can gain respect and loyalty if they are seen to acknowledge and act on consumer concerns.

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vineri, 29 octombrie 2010

Marketing Strategies 101

pInternet marketing is a fantastic idea that centers on simplicity. But it’s vital to fully understand the internet marketing b strategies/b that work, because simplicity simply doesn’t work without successful marketing tactics. Always keeping things simple keeps customers coming back time and time again because they know how and where to find you – and they also know they are able to count on you to have what they’re searching for even before they recognize what they need./ppSo, precisely what are b advertising/b and marketing tactics anyway?/ppThey’re marvelous secrets and techniques that are not typically understood or recognized by the common competitor in the business. They will begin with a clear picture and visual images of how you define success for your business. Understanding how to read the buyer’s mind and control how they think and what they decide to buy is an essential secret weapon to success in b advertising/b and marketing./ppb Advertising/b and marketing tactics always include a ‘hook’ for the customer. That’s something valuable to them. It’s a particular benefit the client recognizes as valuable and significant for whatever reason./ppBut first, you will need to securely grab their attention./ppWriting is different than face-to-face conversation or marketing the main advantages of a service or product with the client looking at you. But when you have learned to interject and intertwine emotional feelings and excitement in your written marketing materials, you’ll be able to easily grab a customer’s attention and maintain it./ppUnderstanding how to use a few of the following marketing b strategies/b will allow you to not only succeed, but catapult your business to higher elevations of success than you ever thought possible. b Strategies/b that include:/pp1. Gravity Pulling Copy
br2. Repetition
br3. Repetition (just to make sure you’re ‘listening’!)
br4. Power of Questions
br5. Mind Control
br6. Scarcity
br7. Reveal All Marketing/ppWith a clear understanding of how you can deploy these tactics, you’ll be able to become a marketing and b advertising/b success since you’ll anticipate and fill your customer’s requirements before the customer even knows what he or she wants themselves!/ppEven with the various marketing b strategies/b dissected and revealed, you will also figure out how to keep it simplistic. Keep in mind that simplicity is one of the most essential keys to effective marketing and b advertising/b and that has never been more vital than in the online marketing arena. Customers have a choice to keep reading past the first few words of your content, or simply click to another site.
brWith our proven b advertising/b and marketing b strategies/b, not only will they keep reading, but they’ll keep coming back for more. And even better, they’ll bring other clients with them./ppIf you’ve already spent too much effort doing exactly the same old marketing and b advertising/b things over and over, and getting the same old poor final results, it’s time for you to try something fresh and effective. It’s time for you to explore a world filled with possibilities and opportunities by including successful, proven marketing tactics into your marketing plan./ppThe time spent setting up a successful internet marketing plan today with tactics that actually sell, will result in dynamic results and more time to do what you like doing best in the future – counting your conversions and profits!/p p a href=http://marketing-automation.onblogme.com/ rel=dofollow title=Marketing AutomationMarketing Automation/a a href=http://htmlnewsletter.ndesignsblog.com/ rel=dofollow title=Html NewsletterHtml Newsletter/a /p

This entry was posted on Tuesday, October 5th, 2010 at 4:00 am and is filed under Uncategorized. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.


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What Are the Benefits of Online Advertising?

pSmall business owners don’t have a lot of money to spare on b advertising/b, marketing and promotional b strategies/b. This is especially true when the entire economy seems to go flat and everyone is left a bit lighter in the pockets. Therefore you need to make the most of your b advertising/b expenses, and perhaps the best way to do this is through online b advertising/b. You will see that online b advertising/b is more effective and efficient than traditional b advertising/b in many different ways./ppThere are actually many different benefits to online b advertising/b. Since costs are ultimately what drive any promotional b strategy/b, it’s a huge benefit that online b advertising/b is a cheap alternative to many traditional methods. For example, with Pay-Per-Click campaigns you only pay when someone clicks on your ad and ends up on your website. This means you are paying directly for leads sent to your website as opposed to mass messages which may or may not reach anyone. It’s a method of b advertising/b that produces the maximum return on investment for your company./ppAnother benefit to online b advertising/b is that it works so very quickly. The day that you get started is the day that you can begin to see results from your campaign. There is no waiting period or no long startup process. As soon as you are ready to get going you can launch a successful online b advertising/b campaign across a variety of channels. The results will be quick, but they can also be maintained for a long period of time./ppWith online b advertising/b you will be able to target your market much more efficiently and effectively than with many traditional b advertising/b b strategies/b. You can hone in on specific websites, search engines or social networks that you wish to promote yourself on. You can dig as deeply into your niche as possible and therefore can produce the maximum results with a minimum level of investment./ppOnline b advertising/b also offers the benefit of providing detailed and thorough statistics that allow you to tweak and optimize your campaigns to the fullest. With traditional b advertising/b, there is little you can do to track the success of small changes within campaigns or one campaign as compared to another. However, with online b advertising/b you have a huge array of information at your fingertips./ppYou can see how people got to your website, where they come from, what they did once they were there and more. You can see which pages of your website convert optimally and which aren’t quite as successful. You can actively manage how you show up in the search engines and what your presence is in a variety of different communities. It all allows for a maximum amount of control and analysis that will translate into huge returns for your business./ppClearly there are many different benefits to online b advertising/b. In most instances it’s cheaper and also allows you to target your audience more effectively. The results are quick and long lasting, and you’ll have access to all of the statistical information you need to ensure you are making the most of your campaigns.nbsp;/p p a href=http://htmlnewsletter.ndesignsblog.com/ rel=dofollow title=Html NewsletterHtml Newsletter/a /p

This entry was posted on Wednesday, September 29th, 2010 at 8:23 am and is filed under Uncategorized. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.


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Article: Milk-Bone Ties Social Media to Integrated Canine Assistants Campaign

Del Monte Foods is known for several of its heritage brands, including Contadina, College Inn, Kibbles ‘n Bits, Meow Mix, 9Lives and Pup-Peroni. The portfolio also contains Milk-Bone, the dog biscuit brand that is over 100 years old and undertook its first social media marketing program in September 2009.

Milk-Bone teamed up with its longtime charitable partner, Canine Assistants, on a campaign called “It’s Good to Give.” The brand gave a percentage of every box purchased to the Atlanta-based nonprofit, which trains and provides service dogs to people with disabilities or other special needs.

Background

The “It’s Good to Give” campaign included exclusive sponsorship of a primetime PBS documentary, a multimillion-dollar national TV ad campaign, website revamp, and Facebook and Twitter presences.

“The challenge for us was that people don’t want a relationship with a box of Milk-Bone, but they do want one with a puppy.”
—Doug Chavez, senior manager of digital marketing at Del Monte Foods, in an interview with eMarketer

Strategy

The brand’s goals were to generate national attention for the “It’s Good to Give” campaign, drive viewers to the PBS documentary and raise the profile of and encourage donations to Canine Assistants. Milk-Bone created a Facebook page where dog lovers posted stories, comments and photos, and it bought ads on Facebook.

Milk-Bone used a mix of paid and earned media to raise awareness for the program. After a 10-year absence, the brand returned to TV with its advertising campaign featuring the work of Canine Assistants. The strategy involved tapping into consumers’ existing awareness of the brand and persuading dog owners to buy Milk-Bone the next time they shop for treats.

Results

The brand’s “I Give” TV commercial was the highest scoring pet ad ever produced, landing within the top 1% of 65,000 ads tested through Ipsos ASI since 1962, according to Jason Wehner, senior brand manager at Milk-Bone. Wehner says Milk-Bone had one of its best years ever, with 10% sales growth and 2.4 million new households purchasing Milk-Bone treats year over year.

“We learned that our consumers like Milk-Bone not just because it’s a tasty treat that helps clean teeth and freshen breath, but that their purchase of Milk-Bone also meant giving to others through the Canine Assistants program.”
—Jason Wehner, senior brand manager at Milk-Bone, in an interview with eMarketer

The public relations campaign generated nearly 1,400 stories in media outlets nationwide and more than 1 billion media impressions. Viewership for the documentary “Through a Dog’s Eyes” was 30% higher than the national average for a PBS primetime show, according to TPT Productions. The campaign drove viewers to the documentary, which represented a major benchmark in raising the profile of Canine Assistants. Wehner called the return on the public relations investment “significant,” with a CPM of 43 cents and a comparative ad equivalency exceeding $5 million dollars.

“It confirms that when there’s something really emotional to talk about, people will talk forever about it on Facebook pages.”
—Doug Chavez, senior manager of digital marketing at Del Monte Foods, in an interview with eMarketer

Targeted ads on Facebook yielded “high double-digit” conversions, according to Chavez. The Facebook effort successfully generated emotional connections with consumers.

Next Steps

While Milk-Bone, Meow Mix and 9Lives are already involved in social media marketing, Pup-Peroni dog treats will next join in. “The brand is about being playful and having a great time with your dog. One of the insights we’ve tapped into is about planning a day with your dog,” Chavez says.

Pup-Peroni is planning a social media program that includes the Facebook Connect API to tap into the social graph and potentially offering geo-location services through a partner like foursquare. The program would propose dog-friendly places and activities for the animals and their owners. “We want you to buy Pup-Peroni at some point during the day,” Chavez says.

Keep your business ahead of the digital curve. Learn more about becoming an eMarketer Total Access client today.

Check out today’s other article, “TV Ads Perform as Well as Made-for-Web Ads.”

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joi, 28 octombrie 2010

Key to Word of Mouth: Kinetic and Audio Delight

Key to Word of Mouth: Kinetic and Audio Delight (David Young | Branding Blog - Marketing Advice and Advertising Strategy for Local Business Owners)window.fbAsyncInit = function() { FB.init( { apiKey: 'a279adbe87e2b3c505e777af99a5260d' } ); YAHOO.util.Event.onDOMReady( function() { FB.XFBML.parse(); } );};( function() { var e = document.createElement( 'script' ); e.async = true; e.src = document.location.protocol + '//connect.facebook.net/en_US/all.js'; document.getElementById( 'fb-root' ).appendChild( e );} )();David Young | Branding Blog - Marketing Advice and Advertising Strategy for Local Business OwnersDave Young has been dispensing advertising, marketing and web advice to local business owners since February, 2004. Let's ConnectHello...I'm Dave.

I help small business owners...mostly main street people, the brick and mortar types with their marketing.
I'm also a 2-star Nebraska Admiral in case that means anything to you.



TweetRecent Posts3 Ways to Make the Caller's Experience Reflect Your CustomersDing Dong SEO Gone BadAvery's run at 3M: Differentiate. Demonstrate. Directed Humor.On Your Market: Open for BusinessCustomer Engagement: A Kinetic Word of Mouth TechniqueMarketing Beyond Advertising: Save enough to pay for airfare and hotel!Tom Wanek's Ad-Speak CalculatorContextual Linking: Your web site is NOT a strip mallThe Fabulous Price of Free...Square offers free credit card readerKey to Word of Mouth: Kinetic and Audio Delight Follow this blog « Relief for Cement Burn: Why I Still Live in a Small Town |Main| The Fabulous Price of Free...Square offers free credit card reader »

Key to Word of Mouth: Kinetic and Audio Delight

GPS maker TomTom has announced new voices for their products. You can have Darth Vader give you turn-by-turn directions on your GPS.

This is a great example of going over the top in creating something worth talking about. And, to go along with the announcement, they created a fun video of Darth Vader in the studio. If you don't have time to watch the entire thing, you should at least jump forward to the last 30 seconds for the inevitable ending. "Dum-dum-dum, dum-da-dum, dum-da-dum..."

What are you doing to make your business worth talking about?

Dave Young on May 06, 2010 in Word of Mouth | Permalink

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GPS maker TomTom has announced new voices for their products. You can have Darth Vader give you turn-by-turn directions on your GPS.

This is a great example of going over the top in creating something worth talking about. And, to go along with the announcement, they created a fun video of Darth Vader in the studio. If you don't have time to watch the entire thing, you should at least jump forward to the last 30 seconds for the inevitable ending. "Dum-dum-dum, dum-da-dum, dum-da-dum..."

What are you doing to make your business worth talking about?

Become a Fan ( function() { var container = document.getElementById( 'facebook-like-container' ); if ( container ) { var e = document.createElement( 'fb:like' ); e.setAttribute( 'href', 'http://www.brandingblog.com/' ); e.setAttribute( 'layout', container.offsetWidth
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CategoriesAd MathAdvertisingAdvertising Performance EquationAutomotiveBooksBrand NewsBuzz ThisCabela'sCraig ArthurCurrent AffairsCustomer ExperienceFilmFood and DrinkGamesGravity WellLeadershipMarket ShareMarketing to WomenMonday FeaturemusingsOriginal ContentPodcastsQuotableRadioRants/RavesResearchScienceShare of MindShare of VoiceSocial MediaSportsStrategyTelevisionTravelWeb/TechWeblogsWizard AcademyWizard of AdsWord of MouthWizard Chronicle

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Article: Moms Go Online en Masse

This year, 32.3 million moms will go online at least once a month. eMarketer defines a mom as any adult female with children under 18 in the household.

Going online is practically a requirement for being a mom. A full 90.3% of women with children under 18 access the internet from any location at least once a month, compared to 76.3% of all adult females. By 2014, more than 93% of moms will be regular online users, according to eMarketer estimates.

A 2009 survey by Experian Simmons showed a similar pattern: 74.1% of US moms had used the internet in the week prior to the survey, compared with 65.2% of all adult females.

Even as the percentage of moms online is growing, their share of the total internet user population is decreasing, from 14.6% in 2010 to 13.2% in 2014.

This is due in part to the declining number of mothers in the US. The Bureau of Labor Statistics reported that the number of mothers dropped by 1.6% in 2008 and 1.2% in 2009. It is also indicative of the fact that other demographic groups are catching up to moms’ already high internet penetration.

Check out today’s other article, “Mobile Consumers See Value in Advertising.”

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miercuri, 27 octombrie 2010

Article: Email Still Tops Facebook for Keeping in Touch

Content-sharing has become a staple of internet usage for most online adults. Research from Chadwick Martin Bailey found that three-quarters of web users are likely to share content with friends and family, and nearly half do so at least once a week. But while much social networking content is built around such shared items, most people still prefer to use email to pass along items of interest.

Overall, 86% of survey respondents said they used email to share content, while just 49% said they used Facebook. Broken down by age, the preference for email is more pronounced as users get older. And only the youngest group polled, those ages 18 to 24, reverses the trend, with 76% sharing via Facebook, compared with 70% via email.

Earlier research from StrongMail and ShareThis also found email was still on top for content-sharing. Other studies have shown that, when limited to sharing on social sites, Facebook is No. 1.

Asked what gets them to share content online, web users polled by Chadwick Martin Bailey revealed selfish motivations. Rather than focusing on sharing content they thought the recipients would find helpful or relevant (58%), most respondents cared more about what they thought was interesting or amusing (72%). Asked to select the single biggest reason they shared content, the greatest percentage of respondents (45%) again said it was because they enjoyed it. Men and women reported similar reasons for sharing, but motivations varied by age. The oldest respondents cared more about the value of content to recipients: 67% of those ages 55 and older said they shared items because they would be useful to recipients, compared with just 45% of 18- to 24-year-olds.

This difference in sharing motivation could have a relationship to the method of sharing. Email is a more targeted form of sending content; while content-sharers may shoot off mass emails to large distribution lists, most email shares are likely sent to a person or small group selected based on the specific content being shared.

Sharing via social networks like Facebook, by contrast, typically involves feeding items to an entire friends list. The youngest users, who care the least about whether the recipients of their content actually want to see it, are also most likely to disseminate the information to the widest group. And the seniors and older boomers who find the recipients' needs more important dramatically favor email for sharing, suggesting they are sending relevant items to only those who will want them.

Keep your business ahead of the digital curve. Learn more about becoming an eMarketer Total Access client today.

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Marketing Strategies and Brand Management – Tom and Jerry Tales

By krish on February 10th, 2010  

Business likes to build brands that last. But not all brands last the distance or the time to stand firm in the consumers’ minds. It takes more than mere advertising and promotion to establish brands that live on forever, being looked upon fondly by generations together. Successful brands outlive the normal product lifecycle expected of products in a similar category, while they continue to provide high quality consumer service.

There are brands that were founded decades ago and still continue to rock the market – but it’s not that these brands were conceived with the intention of making them last for generations. The idea behind such brand building originally is to produce quality products and give it a tag that appeals to the target market. Consider the example of two of the most famous cartoon characters in human history. As you would have probably guessed, they are Tom and Jerry. Tom and Jerry cartoons are so powerful and all-pervasive that they still resonate among young minds as their favourite pals.

Tom and Jerry cartoon first came to light, showcasing the animated characters as rivals trying to outwit each other, seventy years ago, in February 1940. Since then, Tom and Jerry tales have been part of every child’s dream, tickling them with their funny anecdotes and hilarious crusades. And having been around as the most sought after entertainment brands for seven decades, they still create the same magic that they are used to creating. There are people who have grown up watching the cat fights between Tom and Jerry and there are kids who are just being introduced to the famous characters. And they appeal to people of all ages and make them forget their problems for a brief while that they are on screen.

Coming to think of it, Tom and Jerry haven’t tried to reinvent themselves to match the changing times. The brands haven’t tried hard to stay in tune with the electronic age, apart from the way they have adapted to being seen on the DVD and YouTube channel. But their core value has been around entertaining children and making people laugh. They have stuck to their knitting and have not diversified into unrelated territory. Tom chases Jerry and Jerry hits back – and the Tom and Jerry tales have been simple, extremely hilarious and have stayed focussed on the central theme. And they have consistently delivered value to consumers.

The secret behind marketing success is just that – to be focussed on value delivery and in making sure the brand management is tightly knit around its core. If products can achieve that and appeal to their target market the way Tom and Jerry have done, they would outlive the conventional limits imposed by product lifecycles.

Passion for Writing and Business; Post-graduation in Management; Some useful managerial experience and International Exposure; Belief in Risk-taking and in the spirit of the entrepreneur. That's me.

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marți, 26 octombrie 2010

Article: Mobile Consumers See Value in Advertising

A recent study by mobile ad network InMobi and comScore uncovered some good news for marketers: Consumers are getting more comfortable with seeing ads on their mobile devices. Of the nearly 4,400 US mobile phone users surveyed, 38% felt mobile ads “serve an important purpose,” while an additional 25% stated they are getting accustomed to viewing mobile ads. While 10% of respondents described themselves as somewhat uncomfortable with mobile ads, only 12% felt they were intrusive.

That’s a strikingly positive result overall, and it speaks to the importance of the value exchange in mobile advertising. Mobile consumers are progressively more accepting of advertising on their devices, but they also expect something tangible in return for their attention.

As Nielsen learned in a survey of connected device owners, 59% described themselves as “ok with advertising” if viewing ads meant they could access free content in return. And of course, ads that were more customized and relevant to their interests and location got a better reception from consumers, and also made them more inclined to respond.

The InMobi-comScore study reached similar conclusions, with personalized ads actually outranking free content and phone bill discounts in terms of what mobile users would accept in return for viewing ads. These findings also coincided closely with those of Oracle’s September 2010 “Opportunity Calling: The Future of Mobile Communications” survey, which revealed 54% of adult mobile users would be willing to listen to or watch mobile ads in exchange for a 5% credit on their monthly phone bill.

“It’s very expensive to change consumer behavior,” said Alex Andronikov, executive vice president and general manager, mobile enterprise business at mobile marketing firm Adenyo, in a recent interview with eMarketer. By the same token, changing marketer behavior is often slow and challenging. But with the value exchange associated with mobile advertising, both consumers and marketers are learning to meet in the middle.

Check out today’s other article, “Moms Go Online en Masse.”

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Customer Engagement: A Kinetic Word of Mouth Technique

Customer Engagement: A Kinetic Word of Mouth Technique (David Young | Branding Blog - Marketing Advice and Advertising Strategy for Local Business Owners)window.fbAsyncInit = function() { FB.init( { apiKey: 'a279adbe87e2b3c505e777af99a5260d' } ); YAHOO.util.Event.onDOMReady( function() { FB.XFBML.parse(); } );};( function() { var e = document.createElement( 'script' ); e.async = true; e.src = document.location.protocol + '//connect.facebook.net/en_US/all.js'; document.getElementById( 'fb-root' ).appendChild( e );} )();David Young | Branding Blog - Marketing Advice and Advertising Strategy for Local Business OwnersDave Young has been dispensing advertising, marketing and web advice to local business owners since February, 2004. Let's ConnectHello...I'm Dave.

I help small business owners...mostly main street people, the brick and mortar types with their marketing.
I'm also a 2-star Nebraska Admiral in case that means anything to you.



TweetRecent Posts3 Ways to Make the Caller's Experience Reflect Your CustomersDing Dong SEO Gone BadAvery's run at 3M: Differentiate. Demonstrate. Directed Humor.On Your Market: Open for BusinessCustomer Engagement: A Kinetic Word of Mouth TechniqueMarketing Beyond Advertising: Save enough to pay for airfare and hotel!Tom Wanek's Ad-Speak CalculatorContextual Linking: Your web site is NOT a strip mallThe Fabulous Price of Free...Square offers free credit card readerKey to Word of Mouth: Kinetic and Audio Delight Follow this blog « Marketing Beyond Advertising: Save enough to pay for airfare and hotel! |Main| On Your Market: Open for Business »

Customer Engagement: A Kinetic Word of Mouth Technique

If you can get people involved in an experience with your product during the buying process, you'll go a long ways to cementing good feelings toward you. You'll also give your customer a reason to blab.

Chevrolet is now offering Corvette customers the opportunity to assist in the assembly of the very engine that will be put into their new ZR1 or Z06. The engine will get a custom plaque before it's shipped to final assembly in Bowling Green, KY.

Imagine if you will, how intolerable these Corvette owners will be in their insistence on telling you how they built their own engine. They'll want to show you the pictures. They'll offer to raise the hood to show you the plaque.

QUESTION: How can you offer a similar experience to your own customers? How can you involve them?


Dave Young on July 14, 2010 in Advertising, Advertising Performance Equation, Customer Experience, Word of Mouth | Permalink

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Comments Customer Engagement: A Kinetic Word of Mouth Technique

If you can get people involved in an experience with your product during the buying process, you'll go a long ways to cementing good feelings toward you. You'll also give your customer a reason to blab.

Chevrolet is now offering Corvette customers the opportunity to assist in the assembly of the very engine that will be put into their new ZR1 or Z06. The engine will get a custom plaque before it's shipped to final assembly in Bowling Green, KY.

Imagine if you will, how intolerable these Corvette owners will be in their insistence on telling you how they built their own engine. They'll want to show you the pictures. They'll offer to raise the hood to show you the plaque.

QUESTION: How can you offer a similar experience to your own customers? How can you involve them?


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luni, 25 octombrie 2010

Money, Employee Satisfaction and Motivation

By krish on February 08th, 2010  

Is money a motivational tool for employees in the workplace? That is a question that has been debated and researched upon for ages, in an effort to find out the influence that money has on human motivation. Organizations have long wanted to find out if and how much money influenced motivation levels, which, in turn, influenced employee productivity. While no conclusive evidence has been drawn out of the studies, it may safely be noted that money does play an important part in employee motivation.

But money does not impact motivation levels directly. The influence that money has on employee motivation, and hence, on employee productivity, first affects the happiness levels of employees. Motivation theory, hence, should find out if money adds to employee satisfaction. However, bear in mind that the “Happiness” variable is independent of work and other such factors as job satisfaction or organizational commitment. To be able to influence human behavior, money should first add happiness to employees as an independent variable, before it goes on to influence work motivation.

And even the effect that money has on happiness depends on the sort of people that we consider. For instance, it has been found through employee survey and research that in any given nation, people tend to be happier with more money, than when compared to people who do not have sufficient money at their disposal. It is only logical because money represents their purchasing power – the more the purchasing power, the more the happiness.

However, when compared between employees of developed nations and developing countries, people with average income displayed little difference in their happiness levels. Further, the influence of money also depends on the quantum of focus that employees have on their currencies. In one study, it was found that people who were paid on an hourly basis tended to be happier when compared with people whose salary was on yearly basis. While this may sound surprising, the variable that is in play, apart from the perceived correlation here between remuneration and work hours, is the type of people in question – those who were paid on an hourly basis tended to be a lot more focussed on money than those who worked on yearly paychecks.

The idea, therefore, is that money is a complex variable and its effect on employee motivation and productivity cannot be inferred through casual observation and gut feeling. It takes a lot more organization research to arrive at a conclusion regarding the power of money as a motivational tool in your workplace.

Passion for Writing and Business; Post-graduation in Management; Some useful managerial experience and International Exposure; Belief in Risk-taking and in the spirit of the entrepreneur. That's me.

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Blog: eMarketer Webinar Playback: Tips for Reaching & Engaging the Elusive Millennial

Friday, October 1, 2010

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To listen and watch playback of the webinar, Tips for Reaching & Engaging the Elusive Millennial with eMarketer CEO Geoff Ramsey, click here. You can view the PowerPoint deck below.

Join eMarketer CEO Geoff Ramsey to find out about:

The fluid ways these digital natives spend their media timeWhat they really think about advertisingWhy their deep involvement with social media does not mean deep trust
of social networksWhat brands need to know about the research and purchase habits of these
device agnosticsWhat are the marketing techniques that fail with millennials—and the
ones that succeed

About Geoff Ramsey
Geoff Ramsey is one of the internet’s most exciting digital marketing visionaries. As CEO and co-founder of eMarketer, Geoff is on the cutting edge of new research statistics, trends and best practices, covering every aspect of marketing in the digital age. He is frequently quoted in The Wall Street Journal, Forbes, CNN, Bloomberg Businessweek and Advertising Age.

A highly regarded speaker with an engaging presentation style, Geoff speaks at major digital, media and corporate events around the globe, including the American Association of Advertising Agencies, Association of National Advertisers (ANA), Magazine Publishers of America (MPA) and the Interactive Advertising Bureau (IAB).

Sponsored by:

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duminică, 24 octombrie 2010

Blog: Can RIM Satisfy Both Consumers and the Enterprise with Its Tablet?

Thanks in large part to the success of iPad, 2010 is shaping up to be the year of the tablet. Apple succeeded in resurrecting a moribund form factor and endowing it with new life and a broader appeal. Much of that appeal stems from familiarity: the iPad is not only immediately recognizable to the millions of iPhone and iPod users but also draws from the same pool of content (music, games, video, apps) on which owners of other Apple products have come to rely.

The next 12 months will see a raft of tablet introductions as other manufacturers rush to play catch-up with Apple and capture a piece of this emerging market. For the most part, the tablet market is likely to emerge as another battleground in the increasingly fierce mobile OS war between Apple and Google. As in the smartphone market, Apple has some advantage because the iTunes and App stores have a larger pool of content than Android Market, but the increasing scale of Android devices is helping giving the Android content marketplace greater appeal.

A wild card in the tablet market is BlackBerry maker Research In Motion (RIM). Today it introduced the PlayBook, a tablet running on a new OS derived from QNX, the software company RIM acquired from Harman International in April (at the time, the acquisition seemed to herald a push into the automotive telematics space).

As with its smartphones, RIM faces unique challenges as it prepares to enter the tablet market. Although BlackBerry holds the largest share of the US smartphone market, and its devices often rank among the top 10 best-selling phones (meaning that many consumers are buying them), RIM is nonetheless associated with the enterprise. As such, it faces the perennial issue of how to balance the needs of its core business customers with the differing demands of its consumer audience.

In a recent blog post, AMD’s Pat Moorhead shared his “wish list” of features he’d like to see in a RIM tablet. It includes access to enterprise applications (network and SharePoint access, printing to networked computers, use of corporate web apps such as budgeting and expenses  and BlackBerry apps such as e-mail, calendar and address book), video conferencing and peer-to-peer resource sharing with BlackBerry smartphones for things like phone calls and wireless tethering.

Some of these features would undoubtedly serve consumer tablet use as well, but would also edge the tablet closer to a computing device rather than a portable entertainment and media consumption device. There’s nothing wrong with that approach per se. In fact, unlike the smartphone market, where device size and specs are fairly well established, tablet manufacturers have more latitude to experiment with different screen sizes and device features. Some tablets will be more smartphone-like while others will be more computer-like.

But satisfying both sets of demands equally well is difficult – a lesson RIM has learned with the latest BlackBerry smartphones.  A new and untested OS and RIM’s somewhat spotty history with touchscreen user interfaces represent additional hurdles. Appealing entertainment features combined with a robust enterprise tool set could make for a crossover hit, but there are still many question marks.

UPDATE: PlayBook is the official name of RIM’s new tablet. Full specs available here. As expected, the PlayBook attempts to satisfy both constituencies, but will enterprise customers be tempted to “Play” along or throw out the PlayBook? The feature set says yes, but the name says no.


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Blog: Facebook’s New Features Add (and Subtract) Ad Opportunities

Facebook this week announced one feature—Groups—that will offer new marketing opportunities, and another feature—the application dashboard—that will take away some of the ways marketers can interact with Facebook users.

Groups (which isn’t actually new, but a revamp of an existing Facebook feature) gives users new ways to communicate with their friends by forming small, themed groups. In a note on the Facebook blog, CEO Mark Zuckerberg said:

Until now, Facebook has made it easy to share with all of your friends or with everyone, but there hasn’t been a simple way to create and maintain a space for sharing with the small communities of people in your life, like your roommates, classmates, co-workers and family.

Although the initial rollout has been bumpy, in part because the email notification system inundated users’ inboxes with messages about group invites and activities, the Groups concept provides a window into how Facebook is evolving social communication and how advertising might play a role.

How Facebook is evolving social communication: Instead of using machines and algorithms to figure out how people are grouped (something Facebook does routinely in determining what gets shown in a user’s news feed), Facebook is giving users control to set up their own groups. The subtext here is an acknowledgement that algorithms can’t—or shouldn’t—do everything.

Another shift in tone: the idea that some communications on Facebook might actually need to be private. Until now, the primary message Facebook has delivered to the marketplace is the opposite: that it wants to help the world to share more, and share publicly. (Case in point: Zuckerberg’s bio on his Facebook page states, “I’m trying to make the world a more open place.”) Offering the ability to create a small private group that can’t be searchable is the exact opposite of that.

How Groups might incorporate ads: Initially, there are no direct advertising opportunities to target entire Groups. A test group that I created with a few eMarketer coworkers included ads on the right side of the group page, but each member of the group saw different messages, and none of the ads seemed particularly relevant to the group as a whole. Of course, as with most of Facebook’s new-product rollouts, the advertising implications are never an afterthought. Facebook’s ad-targeting capabilities to reach individuals will no doubt be extended to include groups. One indicator: A Facebook video promoting Groups shows an example of how someone could create a group for members of a soccer team. In the demo, an ad for ESPNU appears on the right side of the page under the word “Sponsored.”

The application dashboard adds privacy controls: Facebook’s application dashboard allows users to see more clearly than ever before which applications they have installed and what kinds of information these apps are using. This sort of clarity is long overdue, although as is typical with Facebook’s new feature rollouts, by providing more information Facebook opens the door to more questions. When I checked my apps, there was an indicator showing when each app had last accessed my data. According to Facebook, none of my apps had any “recent” data-access activity at all. I find that hard to believe, unless Facebook’s definition of “recent” is a very short timeframe.

How the dashboard might remove some marketing possibilities: The most obvious impact of the application dashboard is that it will give people an easier way to remove unwanted applications, thus limiting the number of applications that can communicate with users via their newsfeed or other mechanisms. This uninstall feature isn’t new, but it has been somewhat difficult to find.

The dashboard also lets users tweak some settings, such as the ability to send a user an email message or to access a user’s data when they are not actively using the app. Removing some of these things will change the ways apps can market themselves to users. Overall, the changes are positive for users, and apps that don’t use information inappropriately will have a better chance of not being removed or altered.


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sâmbătă, 23 octombrie 2010

Avery's run at 3M: Differentiate. Demonstrate. Directed Humor.

Avery's run at 3M: Differentiate. Demonstrate. Directed Humor. (David Young | Branding Blog - Marketing Advice and Advertising Strategy for Local Business Owners)window.fbAsyncInit = function() { FB.init( { apiKey: 'a279adbe87e2b3c505e777af99a5260d' } ); YAHOO.util.Event.onDOMReady( function() { FB.XFBML.parse(); } );};( function() { var e = document.createElement( 'script' ); e.async = true; e.src = document.location.protocol + '//connect.facebook.net/en_US/all.js'; document.getElementById( 'fb-root' ).appendChild( e );} )();David Young | Branding Blog - Marketing Advice and Advertising Strategy for Local Business OwnersDave Young has been dispensing advertising, marketing and web advice to local business owners since February, 2004. Let's ConnectHello...I'm Dave.

I help small business owners...mostly main street people, the brick and mortar types with their marketing.
I'm also a 2-star Nebraska Admiral in case that means anything to you.



TweetRecent Posts3 Ways to Make the Caller's Experience Reflect Your CustomersDing Dong SEO Gone BadAvery's run at 3M: Differentiate. Demonstrate. Directed Humor.On Your Market: Open for BusinessCustomer Engagement: A Kinetic Word of Mouth TechniqueMarketing Beyond Advertising: Save enough to pay for airfare and hotel!Tom Wanek's Ad-Speak CalculatorContextual Linking: Your web site is NOT a strip mallThe Fabulous Price of Free...Square offers free credit card readerKey to Word of Mouth: Kinetic and Audio Delight Follow this blog « On Your Market: Open for Business |Main| Ding Dong SEO Gone Bad »

Avery's run at 3M: Differentiate. Demonstrate. Directed Humor.

Avery (the label folks) are taking a run at one of 3M's core products...the ubiquitous Post-It note.

I like this campaign because the ads do a good job of differentiating the Avery products from the competitors, they demonstrate their use and advantages and the humor in the ads is directed in the right direction. That is, it reinforces the message rather than just being funny for the sake of funny. It's funny when the wife wipes out the guy's fantasy football board with the leaf blower and the Avery note is still firmly attached.

Sidenote: I'm growing weary of the male=doofus theme of our present society, but I'd better get used to it. Not sure what I'm talking about, start with this post from Michele Miller's Marketing to Women blog, Wonderbranding.

I think these ads, obviously targeted at women, will be enough to get people to grab an Avery product when they are displayed alongside the 3M product in a store.

Here's one of the Avery ads...the other two will be after the jump...

 

 

 

 


The third spot focuses on a product that is more aligned with the core of the Avery brand, shipping labels.

 

What do you think? Hit or miss?

Want to know more about advertising? Try OnYourMarket.com

 

Dave Young on August 05, 2010 in Advertising, Advertising Performance Equation, Market Share, Television | Permalink

Technorati Tags:Avery ads, Post-it, TV commercials

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Comments Avery's run at 3M: Differentiate. Demonstrate. Directed Humor.

Avery (the label folks) are taking a run at one of 3M's core products...the ubiquitous Post-It note.

I like this campaign because the ads do a good job of differentiating the Avery products from the competitors, they demonstrate their use and advantages and the humor in the ads is directed in the right direction. That is, it reinforces the message rather than just being funny for the sake of funny. It's funny when the wife wipes out the guy's fantasy football board with the leaf blower and the Avery note is still firmly attached.

Sidenote: I'm growing weary of the male=doofus theme of our present society, but I'd better get used to it. Not sure what I'm talking about, start with this post from Michele Miller's Marketing to Women blog, Wonderbranding.

I think these ads, obviously targeted at women, will be enough to get people to grab an Avery product when they are displayed alongside the 3M product in a store.

Here's one of the Avery ads...the other two will be after the jump...

 

 

 

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CategoriesAd MathAdvertisingAdvertising Performance EquationAutomotiveBooksBrand NewsBuzz ThisCabela'sCraig ArthurCurrent AffairsCustomer ExperienceFilmFood and DrinkGamesGravity WellLeadershipMarket ShareMarketing to WomenMonday FeaturemusingsOriginal ContentPodcastsQuotableRadioRants/RavesResearchScienceShare of MindShare of VoiceSocial MediaSportsStrategyTelevisionTravelWeb/TechWeblogsWizard AcademyWizard of AdsWord of MouthWizard Chronicle

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Article: TV Ads Perform as Well as Made-for-Web Ads

Do made-for-web ads perform better than repurposed TV ads? The answer is yes—and no. Dynamic Logic research released in September found that re-used TV spots resulted in higher brand awareness metrics than made-for-web ads.

The report showed that online ad awareness got a bigger lift from repurposed video ads than made-for-web video. Purchase intent was higher for made-for-web ads among those ages 18 to 34 but flat among the older age groups.

“With brand-metric variables, the answer depends on context, audience and objective,” said David Hallerman, senior analyst, in the new report “Measuring Video Ads: Metrics for Brand Marketers.”

The origin of the video ad creative may be less important than other factors. Research from Dynamic Logic and TubeMogul—which looked at the percentage of viewers who watched entire ads, also known as completion rates—showed that consumers favored neither one nor the other.

The viewer survey compared made-for-web video ads with repurposed TV commercials in a variety of industries. The highest completion rates for repurposed TV ads were from retail outlets (60%), while made-for-web creative completion rates were 37%. The highest completion rates for made-for-web video were in the food and beverage industry, at 58%. Repurposed TV spots hovered around 40% completion rates.

The results indicate that more important than the origin of the ad is quality, relevance for viewers and the type of product advertised.

The full report, “Measuring Video Ads: Metrics for Brand Marketers,” also answers these key questions: What are the most important metrics for video advertising? What does engagement mean for video advertising? How essential are brand-health studies for marketers using video?

To purchase the report, click here. Total Access clients, log in and view the report now.

Check out today’s other article, “Milk-Bone Ties Social Media to Integrated Canine Assistants Campaign.”

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Customer Vs Consumer – Role of Distribution Channels in Marketing

By krish on February 06th, 2010  

Producers of goods and services have to be wary of one important aspect – their business success is dependent as much on consumer behavior as it is on customer satisfaction. This distinction between the customer and the consumer is an important variable that could have a bearing on business strategy in general, and marketing strategy, in particular. Business would have to satisfy both the customers, who would happen to be resellers of the goods and services of the company, as well as consumers, the end users. The point here is that ultimately, it is the business organization that is responsible for the way in which the product or service reaches the end consumer.

Traditionally, marketing has always been inclusive of intermediaries, the distribution channels of its products, which take the product to the consumer. Marketing channels deal with the consumers directly and have the opportunity to interact with them, know their likes and dislikes and stand a good chance of knowing the pulse of the consumer. Manufacturers, hence, should indulge in market research and develop the mechanisms to collect valuable market intelligence through the distribution channels, an important function in channel marketing.

However, with all systems up to gain information about consumption, there is no substitute for being in direct touch with the end consumer. While that is not always possible and marketing channels cannot be eliminated, business must make sure that they are not completely removed from its consumers. And that is what could be the prospects facing the publishing industry as they tend to become more and more dependent on their distribution channels.

Distribution channels, in the case of publishers, are the new age electronic gadgets, the ebook readers. The ebook reader has been around for a while now, but its dominance over publishing companies is only set to increase further, as tech companies are getting into the ebook business in droves. With Amazon Kindle and Sony Reader already present in the market, Apple iPad is all set to become the next big thing in the industry.

These ebook readers tend to remove the publishers further from the works that they own, with information about consumer trends and usage information becoming proprietary to ebook manufacturers. While the trend towards ebook is inevitable and digital information is a reality, the traditional publishing house has to gear up for the challenge that could be posed by the control that ebooks may soon come to exert over the book industry.

Passion for Writing and Business; Post-graduation in Management; Some useful managerial experience and International Exposure; Belief in Risk-taking and in the spirit of the entrepreneur. That's me.

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vineri, 22 octombrie 2010

Blog: Why Causes Might Be the Best Way to Reach Millennials

Tuesday, October 5, 2010

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Millennials can be a tricky target for marketers. Despite the fact that, according to eMarketer, more than 82% of US internet users 18 to 34 use social networks at least monthly (and that percentage is likely near 100% in target markets), about 84% of millennials say they don’t notice ads on social sites, according to the Lubin School of Business.

So what are the best ways for marketers to penetrate the seemingly impenetrable millennial market? According to a recent survey by the Pivot Conference, the answer may be cause marketing. About two-thirds of the respondents to the Pivot poll agreed that green and socially conscious motivations were one of the top factors that differentiated millennials from other demographic and psychographic groups.

That perception falls in line with research the eMarketer Daily reported on from agency Cone. While interest in cause-related marketing grew among the general population between 2008 and 2010, social and environmental causes had a significantly greater influence on the purchase decisions of millennials than other generations. If marketers are looking for 18- to 34-year-olds’ “susceptibility” to branding, social and green issues are a good place to start, with 85% saying they would switch brands because of such marketing and 73% saying they would try a new brand. According to Cone, moms are also a prime target of cause-related campaigns.

Asked about what kinds of cause marketing brands could provide that would entice them, millennials were most interested in ways they could learn about issues (86%), buy products where a portion of the sale supports a good cause (85%) or donate money to a nonprofit identified by a brand (84%). With that in mind, brands that show a deep commitment to their chosen cause and facilitate learning and changes in a community are more likely than others to succeed. Do you agree?

Posted: October 5, 2010. Filed under: Advertising, Brands, Demographics  

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