Which is better for raising brand awareness: YouTube or TV? See the case study at Google's Think Insights.
Logan Harris's insight:
I found this article presented an interesting case study on the use of traditional and new media.
The goal of the study was to raise awareness of Samsung’s 3D LED TV, and both the effectiveness and cost efficiency of various media were studied. By surveying target audience respondents both before and after the marketing campaign, the researchers were able to see what effect advertising in each medium had had on consumers.
The aspects of this study that I found most interesting were the efficiencies of Youtube, and even more so the increase in effectiveness shown when utilising both TV and Youtube.
I feel that the study shows clearly that while TV still delivers the message to the greatest number of consumers, it is expensive and perhaps not as engaging as certain forms of new media. By taking new media into account when considering the communication mix, marketers can enjoy far greater success than by focussing on traditional media alone.
Audience involvement is the process and act of actively involving your target audience in your communication mix, in order to increase their engagement with your message as well as advocacy to your brand.
I found this article to be a great read and to really address the importance of courting consumer involvement across multiple screen media.
Not only are more and more people increasingly using mobile phones, tablets, and social media, they are doing all of these things while watching TV at the same time! This gives marketers much greater scope in engaging with consumers by welcoming their suggestions or by outright inviting them to contribute.
Engaging consumers in marketing communications is effective as it makes consumers want to witness their involvement in the marketing creation. This is shown in slightly different ways in each of the articles three sections. Engaging the consumer in this way does not only lead to greater resonance with the original material, but also leads them to actively look for more. This is shown best in the article by the Old Spice campaign – few ads were run on TV, but many, many more were created in response to viewers’ questions and screened on Youtube.
By employing a mix of traditional and interactive marketing tools, brands can engage their publics on a more human level, as well as encourage them to share marketing with others.
Discover what brands in every industry can learn from the creative marketing ideas of high fashion and retailers.
Logan Harris's insight:
This article on the integration of fashion marketing was interesting in that it reinforces the importance of making sure your media strategies fit together
Having sponsorship or a social media/online presence is all well and good, but to be truly effective they have to be used as more than simply extra platforms for one-to-many communication. The Topman example in the article shows that collaboration between a radio personality and a fashion label gave rise to a spotify-esque music service. Not only was this a product that generated revenue in itself, it serves to build greater brand personality for Topman also.
The articles Diesel example was interesting in a different way. By bringing together Diesel’s “edgy” image with a death-clock style app, the brand drew consumers in and made them engage with the brand. Not only does this provide engagement and create a personal bond in the moment, it also provides the brand with valuable consumer information.
By innovating and presenting new avenues of communication, brands can reap the many benefits associated with a strong online presence.