Facilitated a workshop with the Communications Students at Simon Fraser University and challenged some of their thinking about the definition of Brand and laying the foundation before building any brand assets or identity.
Thanks to social media, word of mouth marketing has become the most powerful marketing tool in the industry. This approach to marketing is exciting for some and a nightmare for others because the message cannot be controlled.
Social media is a "once-in-a-millennium" game-changer, marketer says
SUMMARY: Social media and viral content are transforming the marketing business, says Jules Hall of The Hallway. Word-of-mouth marketing is timeless, but the social Web greatly increases the effectiveness of WOMM, allowing dizzyingly rapid and far-reaching buzz-marketing campaigns -- even though it means giving up control to a degree that can be dangerous. As Universal McCann CEO Mat Baxter said, "It's a complete reinvention, powered by technology. It's a once-in-a-millennium occurrence. We're the pioneers."
Forrester has put out a new digital marketing report, off the back of a survey of more than 58,000 online consumers, looking at how brands can better sell themselves and create content that flies in the digital age.
hile the finding that trust in ‘traditional’ push marketing techniques (such as banner ads) is at rock bottom in the online world isn’t a surprise, the chart doesn’t make hugely encouraging reading for proponents of social marketing which also languishes near the bottom of the trust index, just above the mobile apps channel. Text message communications were the least trusted, while online banner ads barely rated above spammy SMS in the trust stakes.
The relatively low trust in social marketing tallies with a recent Gartner report that found U.S. marketers ranked spending on the corporate website as more likely to result in “marketing success” than spending on social media sites such as Facebook.
Despite SMS, banner ads, mobile apps and social marketing methods being similarly (and lowly) ranked in the consumer trust stakes, the chart in Forrester’s report actually shows large variation in the effectiveness of different marketing methods — with the most positively ranked promotions (namely: recommendations from friends and family) up to around 8x more trusted than the least trusted methods.
It's interesting to note that teens don't tweet nearly so much as they use Facebook and text. Statistics show that adolescent tweeters are twice as likely to be female as male, which confirms the suspicion that most tweeting teens are simply online followers of Justin Bieber (he has 37.9 million). Studies of American teens show that 93 per cent of them enjoy access to the internet and roughly two-thirds go online once a day. Over 70 per cent are on a social network and 41 per cent of Facebook users say that they check their account obsessively.
What are they looking at? Over 80 per cent are leaving comments on photos or updating their banal statuses (they're not debating macroeconomics or planning a bank heist, they're "liking" photos of cats). In all, the evidence suggests that teens are big users of the internet but not really into "content creation" - they don't have a large amount of original things to say or share. That's not surprising: they haven't even started living yet.
Guerilla advertising can be a marketing method which is frequently utilised by people today inexepensively. The thing is to become as numerous people today as it can be to visit your advertising endeavours devoid of ...
The digital revolution has turned countless businesses and business partnerships on their heads—not the least of which is the relationship between advertisers and their agencies. For the former, digital solves a problem that has dogged the industry since the days of John Wanamaker and his oft-quoted observation: “Half the money I spend on advertising is wasted; the trouble is I don’t know which half.” Advertisers now have the ability to know whether they are targeting the right person in the right place at the right time—a powerful capability.
For agencies, however, this capability comes at a price. The almost limitless choices and flexibility related to the timing, placement, and format of digital ads inject multiple layers of complexity—and, often, inefficiency—into digital-marketing operations. With more than 20 potential intermediaries between advertisers and publishers today, the value chain has morphed into a maze of myriad associations and solutions. Complexity too often reigns, and it’s not surprising that agencies are wasting far too many resources and way too much time—in an age when both are in short supply.
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