I came across Scott from Nametag TV by way of a random retweet this morning. So I checked out his site and found this video. If you're going to think about how you position your brand promise and how you deliver for customers, you could do much worse than to start with this video.
Bloomberg Businessweek reports today that Google has rolled out a new advertising feature that will make it easier for companies to know when Web surfers view their ads and how consumers interact with those ads.
The initiative, called Brand Activate, will notify advertisers each time at least 50 percent of an ad impression is viewable on screen for at least one second. The program will also provide advertisers with more immediate insights into the performance of their advertising campaigns.
To combat the current mishmash of disparate metrics and measurement techniques, Google’s feature will utilize a measurement tool that is commonly used to measure television advertising. By using gross rating point, or GRP, the program should make it easier for campaign managers to make apples to apples comparisons on ad spend and performance.
According to the story, the program is part of an initiative, by Google, to draw more of advertisers' media spends online and away from traditional media such as television and print.
The days when companies relied on 30-second TV spots and full-page newspaper ads as their main tools for staying top-of-mind are long gone, writes Mia Pearson in the Globe and Mail. The proliferation of new media and different ways to access information have changed the marketing mix forever.
A decade ago, brands began to focus their efforts in earnest on the Internet. Websites and micro-sites were all the rage, banner and keyword ads were coming of age and the closest that brands got to social media was the occasional MySpace page. The online world and all of its components were still just a drop in the bucket of most marketing budgets.
But the speed is remarkable. In 2012, online advertising will overtake print for the first time, according to a recent study by eMarketer and the same study says that TV will retain its No. 1 position until at least 2016, but the growth in online spending will eventually far exceed both of its traditional counterparts.
Pearson points to Coke and Nike as two companies that understand, and embrace, the new realities dictated by the rise of online marketing. She also points out a few best practices and provides examples of companies getting it right.
Last week, the FTC unveiled five - count 'em five - enforcement actions against so-called "bottom-dollar scams," which target vulnerable consumers. In a post to the FTC's Business Center Blog, FTC attorney Leslie Fair discusses what lessons legitimate businesses can take away from last week's cornucopia of enforcement actions.
The FTC is continuing its crackdown on companies taking advantage of people in financial trouble, but what do these cases mean for companies trying to stay on the right side of the law? Fair writes that enforcement actions against alleged scammers can illustrate where and how the FTC draws the line. She also says such actions can illustrate business practices can lead to trouble, even for legitimate businesses.
According to Ad Age, only a few brands, notably Google and Deloitte, have publicly stated that they intend to register generic top-level domains ("gTLDs") during ICANN's enrollment period.
Many brands have remained mum, perhaps not wanting to tip their hand with the enrollment period remains open. Several highly visible brands, such as Facebook and Pepsi, have opted not to register brand-related gTLDs that would enable them to create .pepsi domains in place of .com or other top-level domain tags.
Among those companies, Pepsi cited high costs (approximately $185K to register a gTLD) and the likelihood that users' web browsing habits will take years to change.
What remains to be seen is whether the highly contentious gTLD program will, in the end, vindicate ICANN's stance in opposition to marketers, or founder as companies and others decide they can live withour .your name here.
According to an Internet Retailer Magazine story about a recent consumer survey by Brodeur Partners, consumers say Amazon.com Inc. is the retailer that is most relevant to them and their shopping preferences.
Amazon.com beat out 20 other national retailers to take the top spot. Rounding out the top five finishers in order are Target, Wal-Mart, Best Buy and Costco Wholesale Corp.
"Amazon.com has clearly cracked the code when it comes to being relevant to American shoppers,” says Brodeur Partners CEO Andy Coville.
The survey measured consumers’ perception of retailer relevance in four areas: practical relevance, which is defined as the retailer consumers believe is the most dependable and provides the best value; social appeal, meaning which retailer the consumer is most proud to be associated with; values, meaning how well a retailer reflects the consumer’s personal values; and sensory appeal, defined as the retailer that the consumer finds the most interesting and appealing.
Amazon earned the best score across all categories except sensory relevance, where Target received top marks.
During a speech at the ad:tech conference in San Francisco yesterday, Lisa Utzschneider, vice president of global advertising sales at Amazon, told the audience that the giant etailer is looking to grab some of the billions of advertising dollars spent each year by consumer packaged goods companies including Kimberly-Clark.
According to the story, Amazon, armed almost inconceivable amounts of consumer purchase data, appears well positioned to go after the huge CPG advertising market.
This is especially true in a climate where the CEO of CPG giant Procter and Gamble publicly stated that he would slash the company's marketing spend and move away from television in favor of social media and other online marketing, which he believes will be more cost effective. Seeming to back that assumption up, the Reuters story mentions a campaign Amazon recently ran for Kimberly-Clark's Huggies Slip-ons.
The campaign, which ran across Amazon websites and its Kindle devices, made consumers 30 times more likely to find out more about the diapers and 13 times more likely to buy them. The ads that ran on mobile devices helped double sales of Huggies Slip-ons via such devices during the campaign.
A really interesting post by Felicia Dorng at Social Media Today about Starbucks' approach to social media engagement - allowing a freewheeling discussion by its customers, on its Facebook page.
"While some [other] companies whitewash their Facebook Pages with a vigilance that would make the North Korean’s envious," writes Dorng, "Starbucks appears to allow users to speak their minds – while still reserving the right to remove comments that are hateful or outright inflammatory."
How do you balance the discussion of controversial topics with the need for brand protection in the day-to-day operation of your company's, or even your personal, social media presence?
FTC Chairman Jon Leibowitz discusses the reasoning behind the release, last week, of the FTC's Privacy Report in an Op-Ed published in Sunday's edition of the Washington Post.
"We at the Federal Trade Commission," he writes, "have had to rethink what privacy means: to consider how consumers can continue to enjoy the riches of a thriving, increasingly online and mobile marketplace without surrendering their privacy as the price of admission."
Interesting piece by Scott Anthony on the Harvard Business Review website about an effort to establish North America's first elephant sperm bank. This piece also happens to be the non-social media related management thought of the day.
Turns out that most captive elephants in the US come are descendants of a single sire and scientists are concerned that inbreeding will perpetuate the spread of degenerative conditions as recessive genes couple.
The answer? "Project Frozen Dumbo," which aims to collect genetic material from wild elephants in South Africa to stop the cycle of inbreeding.
Oddly enough, the story isn't about elephant inbreeding. It is about the inbreeding of innovation in corporate settings. The author argues that, like the elephants' keepers, corporate leaders must find ways to inject new blood into their teams to challenge assumptions and ensure that the culture assumes a flexible approach to problem solving rather that falling back to "the way things are done."
This continuous injection of new ideas drives innovation and accounts for the observation by British economist John Jewkes that at least 46 of the 58 major inventions that had occurred in the first half of the 20th century occurred in the "wrong place" — in very small firms, by individuals, by people in "outgroups" in large companies, or in large companies in the wrong industry.
Venable attorneys Stu Ingis and Michael Signorelli analyze the contents of the FTC's much-anticipated “Protecting Consumer Privacy in an Era of Rapid Change” report in their recent post to Venable's All About Advertising Law Blog.
A Trader Joe's recently opened in MarketingProfs blogger Daniele Hagen's neighborhood four years after a move meant leaving, among other things, her belvoed TJ's behind. In a MarketingProfs' piece published today, she takes a look at Trader Joe's brand and comes away with lessons other companies can leverage to inspire brand loyalty.
In a great post on Social Commerce Today, Paul Marsden (@marsattacks) recaps a recent McKinsey study that demystifies the use of social media by businesses today. And, as Marsden points out, the report does not use the word "revolution" once.
An Internet Retailer story out today says the increasing the supply of ad spots on Facebook hasn’t lowered the price of those ads. The story cites a new report from Facebook advertising firm TBG Digital.
According to the report thecost per thousand impressions, or CPM, over the last four quarters increased 41% compared with the same period a year earlier.
In the first quarter of 2012 alone, CPMs rose 15%, with the average CPM rising 11% in the United States and 13% in the United Kingdom. Retailers’ ads accounted for 23% of all impressions in the first quarter, a 10 percentage point increase from the previous quarter.
Average CPC, jumped 23% over the fourth quarter in TBG’s top five territories—the United States, the United Kingdom, Canada, France and Germany.
Interestingly, Facebook offered marketers whose ads click through to another place on Facebook a 45% lower CPC. TBG says the discount was an effort to encourage marketers to keep consumers on the social network, rather than sending them to another site.
Here is a great piece from the current edition of AdWeek yesterday about the evolution in the application of social gaming to raise awareness and funds for worthy causes.
According to the story, companies and the charities they partner with have eschewed the PSA-like approach of earlier cause-related gaming campaigns in favor of in-game tie-ins to popular games that drive awareness and donations to the cause without while remaining within the confines of popular games such as Farmville.
Several important new developments in the gift card industry over the past couple of weeks may have serious implications for companies that sell gift cards and similar instruments in New Jersey and other states, Venable partner Melissa Landau Steinman writes is a client alert released today.
At the end of March and the beginning of April, several of the biggest gift card sellers announced that they would stop selling gift card products in New Jersey, on the basis that they could not ensure that third parties would comply with the data collection provisions of the New Jersey stored value card law.
On the other side of the country, in California, Groupon reached an $8.5 million settlement in multidistrict litigation alleging that the promotions company sold vouchers with unlawful expiration dates, in violation of the law of several states.
Steinman writes that sellers offering gift cards in New Jersey, or that offer “daily deal” vouchers in partnership with Groupon (or run similar promotions), should take note of these developments.
In her Accidental Entrepreneur column on WSJ Small Business, Sarah E. Needleman provides a few best practices for start-up companies when it comes to leveraging the power of social media.
Among the tips: wait until your business is up and fully functioning to launch a social media presence and then focus on building a presence on one platform that will be the most appealing to your potential clients.
Google officially announced its augmented reality glasses, dubbed "Project Glass," yesterday. The glasses look kind of geeky and reviews are mixed, but the video released by Google demonstrating a user experience with the glasses does look pretty cool. Check out the video at http://www.youtube.com/watch?v=9c6W4CCU9M4
Lego and ad agency DLKW Lowe created a series of fun mini-billboards touting a new hotel and other attractions at the Legoland Windsor resort in England. Then, they scattered the 12" high billboards around London.
No question that this campaign is wildly original and guaranteed to grab the attention of the pedestrians who encounter the mini-adverts. As both a childhood Lego fiend and a parent of two emerging Lego fiends, I like the campaign. What do you think?
Gizmodo's Mat Honan is waging a one-man war to discredit Klout, Kred and other supposed measures of internet influence by turning his 20-something, burrito eating, computer losing editorial assistant into the Internet's most influential mom.
I, for one, am behind this 100%. Do your part and follow @kylenw on twitter and throw a few K+ his way if you're on Klout.
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