Marketing in Motion
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Marketing in Motion
Marketing practice is rapidly changing. This topic explores the latest trends in marketing communications, digital and mobile marketing, social media, community / tribal marketing and value co-creation.
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Scooped by Joachim Scholz, PhD
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We Ranked YouTube's Biggest Stars By How Much Money They Make

We Ranked YouTube's Biggest Stars By How Much Money They Make | Marketing in Motion | Scoop.it

YouTube videos can be big business for top independent content creators. These are the YouTube stars who have huge online fanbases — even though most people have never heard of them.

We picked out 20 of the biggest stars, who could each be earning more than $1 million a year in ad revenue — in some cases much more.

Joachim Scholz, PhD's insight:

These are pretty amazing numbers: Some youtubers make several millions by posting pretty much what you would expect from youtube: Nothing all too interesting or mind blowing. Unboxing toys and videogame commentary are among the top earning channels. 

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Suggested by Richelle
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Charmin 'Rolls Out' Bold New Native Ad Campaign

Charmin 'Rolls Out' Bold New Native Ad Campaign | Marketing in Motion | Scoop.it
Joachim Scholz, PhD's insight:

By Richelle Gaudet:

 

Confidence in traditional digital display advertising is quickly diminishing as consumers have become used to ignoring ads in almost a subconscious manner. Native advertising is a method of advertising that seeks to provide content in the context of a users experience, taking advantage of a media platform in the ways that consumers are actually using it. The goal is to make advertising less intrusive, increasing the likelihood that consumers pay attention or click on an ad.[1]  Recently, one of the most well known names in bathroom tissue, Charmin, has started using native advertising for the launch of their new promotional musical campaign based on the companies tagline “We all go, why not enjoy the go?”

 

The campaign features 30 second bathroom themed ballads, which Ripp identifies as “so well crafted, catchy, and authentically pop that many listeners are unaware that they’re enjoying an advertisement”, let alone a song about the ‘go’. The toilet tunes are taking advantage of available channels such as YouTube and iTunes radio, where a number of consumers listen to their favorite music hits.  The campaign acts to create interest around a highly commoditized product reaching audiences formerly oblivious to brand loyalty for bathroom tissue.

 

Good advertisements must be able to break through the clutter to gain and hold attention by providing content that is interesting, useful, or entertaining.[2] The merging of advertising and entertainment is one strategy, which can be used to create brand messages that are a part of entertainment rather then an interruption.[3] Charmin’s creative combination of informative marketing and musical entertainment is an interesting attempt at advertising which is sure to captivate consumers and convince them to choose Charmin as their “Number 1, when they go Number 2”.

 

[1] Ratcliff, C. 2013. What is Native Advertising and why do you need it? Retrieved from: https://econsultancy.com/blog/63722-what-is-native-advertising-and-why-do-you-need-it.

[2] Armstrong, G., Kotler, P., Trifts, V., Buchwitz, L. 2012. Marketing: An Introduction, Fourth Canadian Edition. Pearson Education Canada. 4th Canadian edition. PP. 464.

[3] Armstrong, G., Kotler, P., Trifts, V., Buchwitz, L. 2012. Marketing: An Introduction, Fourth Canadian Edition. Pearson Education Canada. 4th Canadian edition. PP. 465.

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Suggested by Christine Wu
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Digital and Beauty— Lancome’s partnership with Youtube sensation, Michelle Phan

http://blogs.forrester.com/mary_beth_kemp/11-03-29-qa_with_marc_menesguen_managing_director_of_strategic_marketing_at_loreal

 

Michelle Phan started her Youtube channel since 2006, and as March 2013, with 3,348,270 subscribers and 648,789,725 total video views, it has become the most subscribed beauty channel on Youtube, Lancome saw this as a great communication opportunity for the brand to reach the new technology-savvy generation consumers. In 2010, Lancome approached Michelle Phan and provide her the position of becoming the first video makeup artiest for the brand. Since then, Lancome provided products for her, and she uses their products to do her makeup tutorials without changing her video style.

 

Just like in the 1960s, as American housewives rushed to shop for ingredient/tools right after watching each of Julia Child’s cooking TV show, Michelle Phan’s Youtube channel has the same power as Julia Child once did. The main purpose of the partnership with a Youtube sensation is not to raise the awareness of the brand, as Lancome is already well known enough for its target audience. “Knowledge” and “Liking” however, are the parts that are reinforced in this case. By watching Michelle Phan’s tutorial, people learn facts about the products. And just as the article mentioned, consumers experience “moment of truth” as they watch the videos, before they even walk into any store. By then, they already start to decide if they like the products or not. And most likely, after seeing the amazing results in her videos people eventually link the perfect makeup to the products that were used.

 

Christine Wu, 10082196, COMM335-1, Digital Marketing, Knowledge, Liking

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Scooped by Joachim Scholz, PhD
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Google and Ogilvy research finds word of mouth had biggest impact on purchase decisions (not media) | Campaign@Cannes

Google and Ogilvy research finds word of mouth had biggest impact on purchase decisions (not media) | Campaign@Cannes | Marketing in Motion | Scoop.it
Consumers are more influenced by word of mouth in buying decisions than by print media, TV and movies, brand websites and even social media. That is the
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Suggested by Jean-Luc Rioux
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The Van Damme Dividend? Volvo Truck Sales Rise 31% - Corporate Intelligence - WSJ

The Van Damme Dividend? Volvo Truck Sales Rise 31% - Corporate Intelligence - WSJ | Marketing in Motion | Scoop.it
Volvo Truck sales continued to rise in November, although it's too early to tell how well its recent round of attention-grabbing YouTube ads will convert into new customers.

 

In December 2013, the Wall Street journal published an article on a sudden 31% rise in sales of Volvo Truck in November compared to the same period last year.   Considering the economic times that remain challenging in the EU, this increase is significant for Volvo truck.

The company is uncertain whether the increase in sales has been influenced by new stricter European emission taking effect in 2014 or if the sale is associated with a series of six viral videos launched on YouTube, one of which including Mr. Jean-Claude Van Damme featuring an “Epic split” between two trucks to demonstrate Volvo new Dynamic Steering viewed by more than 60 million in less than three months.

 

http://www.youtube.com/watch?v=M7FIvfx5J10

 

Joachim Scholz, PhD's insight:

By Jean-Luc Rioux:

 

Web only commercials are becoming a growing trend as it is more economical compared to TV advertisement and possibly more impactful.  For example, a Sunday night football add costs $600,000 and will reach about 15 million people.  The Van Damme ad has already reached four times this exposure for a total conception cost of less than a million dollars. Not only did the video go viral, it created a series of parodies, each of them exposing even more the Volvo brand in the process.

 

Using spectacular combination of music, scenery and a well-chosen actor, Volvo truck was able to go beyond the expected brand positioning of attributes and benefits associated with the technology of Volvo truck.  Instead, the on-line video generated a clear mental image of Volvo Truck beliefs and values which triggered strong emotions in a much larger audience than originally intended. 

 

Although Volvo truck hasn’t pinpointed the exact cause of the spike in sales, in my mind, anything that generates such a viral response on YouTube has to improve exposure of the brand and lead to sales. 

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