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Creativity in Advertising: When It Works and When It Doesn’t

Creativity in Advertising: When It Works and When It Doesn’t | Milestone 2 | Scoop.it
Kellie Ho's insight:

This article is about talks about how creativity affects advertising and consumers, and what creativity is. Professionals in the business will say that “Nothing is more efficient than creative advertising. Creative advertising is more memorable, longer lasting, works with less media spending, and builds a fan community...faster.” as the key success in advertising. I agree with the Author’s question on whether or not creative ads are more effective in getting consumers inspired to buying the product than ads that only catalogue product attributes or benefits because I think that just because an ad is creative, it won’t necessarily influence the consumer to the purchase the product. According to the author, there have been numerous laboratory experiments where creative messages get more attention and lead to positive attitudes towards the products being marketed, but there’s no fixed evidence that shows that the messages actually influence purchase behaviour.

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Sienna Jang's comment, September 26, 2013 9:12 AM
@Michelle Kim - You have a good point there Michelle, i also think creative ads can attract many consumers' attention and bring higher sales percentage. So it should be something creative and fresh, however it shouldn't be confusing. if the ads confuse consumers, no matter how the add is creative, it worth nothing. Therefore, t must deliver simple and clear purpose with creativity.
Kevin yau's comment, September 26, 2013 8:30 PM
@Michelle Kim
Creativity are always one of the factor can change the result of everything. I agree that this article is really showing what creativity is and how it affect advertising and consumers. I also agree that you said you also think that creative ads can affect consumer’s behavior and attitude toward not only product also can affect company. I think that is a really good opinion.
Steven Chen's comment, September 26, 2013 9:34 PM
The creative ads can obviously attract people’s eyes and lead to positive purchase attitudes. For example, think about the iPhone. From iPhone 4 to iPhone 4S till recently released iPhone 5C and personally I don’t think there are essential changes. From iPhone 4 to 5S or 5C, for me it seems the direct difference is the bigger screen. But still, there are lots of people consider iPhone as their first choice when they think about changing their phone. The most likely reason is the influence of iPhone’s advertisement. The 5C advertisement includes a clip that shows the product line of 5C, with a manager explaining how it was beautifully designed and produced. And this may make people forget it is just a phone with plastic case and it is almost nothing different with the pervious product but just more colourful. So from my point of view, the most success of Apple is how it designs its advertisement, and they did great job in terms of making creative ads to attract people to buy their products.
Rescooped by Kellie Ho from Direct marketing and consumer engagement
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Yahoo, Samsung promote consumer engagement with interactivity platform

Yahoo, Samsung promote consumer engagement with interactivity platform | Milestone 2 | Scoop.it
Yahoo and Samsung broaden their partnership to provide interactive, realtime television content.

Via Ashleigh Nicol
Kellie Ho's insight:

This article talks about Yahoo and Samsung joining together to promote consumer engagement through an interactivity platform by creating a more engaging TV viewing experience that allows consumers to react to the content and advertisements in real time through Yahoo’s Broadcast Interactivity platform and Samsung's 2012 Smart TVs. I think this is a positive as well as a negative impact for direct marketing and consumer engagement. It is a negative impact because there will most likely be some consumers who are against this type of marketing medium idea. I also think that dealing with consumers face-to-face, rather than through the interactive TV experience, is more appropriate when it comes to consumer engagement. It is also a positive impact because the information collected from the viewer’s direct response towards the TV commercial will be really helpful for the company’s marketers. 

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Sian Arthur's comment, September 26, 2013 1:32 AM
Kellie what a great article choice! How fantastic Samsung and Yahoo working together! Although i absolutely see what you mean about it being both positive and negative. Although with any company interactions i personally feel there will always be some negative reactions you just have to hope that the positives out way the negatives. I am a big fan of Samsungs, but haven't had much personal experience with Yahoo so don't have much of a opinion about them.
Shino Takano's comment, September 26, 2013 5:35 AM
Great insight Kellie! I do agree that by samsung and yahoo joining together can be both positive and negative. In my opinion, just by having an interactive TV with yahoo's real time advertisement does not necessarily promote consumer engagement. I do agree that collecting information and them selecting the right advertisement would be quite effective, however I agree with you that communication face to face would seem more effective consumer engagement as in direct marketing.
Charné Olivier's comment, September 26, 2013 6:16 AM
This was an interesting article. It was interesting to learn how two companies merge and form better products and services. Having big popular brands such as Samsung and yahoo joining together is smart as both have loyal consumers. This can produce more consumer engagement which will benefit both companies. A good read overall.
Rescooped by Kellie Ho from Web Design, Web Development, SEO, SMO
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10 Common Google PLA Mistakes (And How to Fix Them!)

10 Common Google PLA Mistakes (And How to Fix Them!) | Milestone 2 | Scoop.it

Google's Product Listing Adds have posed serious challenges for retailers of all sizes. Here are 10 of the most common mistakes that search marketers make, as well as some advice on how to address them to improve your own PLA campaigns.


Via Kamal Bennani, Stephen Moyers
Kellie Ho's insight:

This article talks about the 10 most common Product Listing Ads (PLA) mistakes when retailers want to improve the quality of their PLA feeds and campaigns. Each mistake also has some advice on how to address the problem to improve the PLA campaigns. I think listing these 10 common mistakes is a good way of informing retailers of what not to do when it comes to their own PLA campaigns. Providing solutions along with the problems is also a good thing because this will, hopefully, prevent retailers from doing the same thing Google did last year when it came to their PLA campaigns. But if they do end up doing the same thing then they will know how to fix it thanks to the solutions provided.  

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Millie Crossman's comment, September 25, 2013 2:35 AM
I agree with Kellie's insight on this article of how it is a helpful ten step tool to inform retailers about common mistakes surrounding Product Listing Ads. It informs companies of previous mistakes that have taken lace by Google, but it also gives a simple solution of how to overcome the mistake. This list will be a good guide for retailers to follow in order to avoid previously made mistakes so they can benefit and increase the quality of their product listing ads.
Sian Arthur's comment, September 25, 2013 5:07 AM
I agree Kellie what a great way to help retailers improve their PLA campaigns, I think retailers will greatly benefit from the mistakes of Google and very helpful to have solutions to the 10 problems faced by Google, how can you expect to improve without a solution to your mistakes.
Rescooped by Kellie Ho from Shit Happens
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The Fortune 500 Finally Get the Benefits of Blogging/Social Media Marketing

The Fortune 500 Finally Get the Benefits of Blogging/Social Media Marketing | Milestone 2 | Scoop.it

Well it’s about time. It only took them 5 years, but it looks like the top U.S. companies are finally jumping on the blogging/social media marketing bandwagon. At least that’s the upshot of this year’s installment of the annual study on social media adoption on the part of Fortune 500 companies conducted by the University of Massachusetts at Dartmouth Center for Marketing Research.


As the above graphic from the study illustrates, after steadying for a few years, corporate blogging is on the rise in 2012.

 

Here’s something interesting. Since the UMass Dartmouth study began tracking data in 2008, rank has influenced adoption of blogging in the Fortune 500, with corporations ranking in the top 200 out-blogging those in the bottom 200. This trend held steady in 2012, with 54% of all Fortune 500 blogs coming from the top 200 corporations, and 28% coming from those ranked 300-500.


Even though only 28% of the Fortune 500 seem to be accepting the benefits of blogging, those companies that have are doing it right. Fully 90% of the F500 companies that blog encourage comments, have RSS feeds, and take subscriptions. Here’s an excerpt from an abstract of the study:


“It appears that those companies that have made the decision to blog have utilized the tool well. There is frequent posting, on-going discussion and the ability to follow the conversation easily through RSS or email subscriptions.” 


TWITTER
According to the study, nearly three-quarters (73%) of the F500 have corporate Twitter accounts and have tweeted in the past month, an 11% increase over last year. Significantly, every one of the top 10 companies (Exxon, Wal-Mart, Chevron, ConocoPhillips, General Motors, General Electric, Berkshire Hathaway, Fannie Mae, Ford Motors and Hewlett-Packard) consistently post on their Twitter accounts.


FACEBOOK
Surprisingly, Twitter edges out Facebook in the percentage of F500 companies using their social network: just two-thirds (66%) of the F500 are now on Facebook, an 8% increase since last year. Further, only 8 of the top 10 companies (Wal-Mart, Chevron, ConocoPhillips, General Motors, General Electric, Fannie Mae, Ford Motors and Hewlett-Packard) have Facebook Pages. Exxon and Berkshire Hathaway are still holding out (come on, Warren, time to create a FB company profile!).


NEW SOCIAL MEDIA=SOCIAL VISUAL
In another shocker, the UMass Dartmouth study found that the F500 are actually starting to see the utility of social visual marketing platforms such as YouTube and Pinterest. Roughly 62% of the top 500 companies have a YouTube account, and 11 of them (2%) are on Pinterest. In an ironic twist, 1 of the 11 happens to be Eastman Kodak.


THE BOTTOM LINE
In spite of a relatively sluggish adoption curve relative to SMBs, the UMass Dartmouth study suggests the Fortune 500 are finally coming around to the obvious merits of social media marketing. Considering their massive reach, this should’ve been a more intuitive relationship earlier on, especially given the many ways social media can benefit these companies, from fostering direct consumer engagement and promoting online content marketing campaigns, to facilitating less-marketing-centric initiatives like hiring and fundraising.


In any event, this is good news for the small or medium-size business owner or marketer, if only anecdotally. When the top 500 companies in the U.S. start moving their massive resources to further integrate social media marketing into their existing operations, it is a powerful affirmation that SMBs should be doing so too.

 

To riff on the famous EF Hutton commercial: when the Fortune 500 talk, people listen.

 


Via Jordi Altesa
Kellie Ho's insight:

This article talks about how the Fortune 500 companies have finally turned and moved towards to the usage of social media and how the benefits of blogging and social media marketing have helped them. The benefits of blogging and social media marketing also apply to other small and medium companies. Since the Fortune 500 companies have started using social media websites, they will be able to reach all of their consumers around the world at a faster pace as social media pretty much plays an important role in our daily lives. But it makes me think about why those companies took so long to join the social networking since its pretty much part of our lives. I think that if they had adapted to the social networking earlier then they would have had more coverage for their brand and products. 

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Onnie Wongchanon's curator insight, September 26, 2013 9:45 PM

This is an interesting article about a market research done in America by the University of Massachusetts at Dartmouth. The research focuses on the use and adoption of leading companies in America terms of blogging and social media. Their research comprised of the Fortune 500 companies. Since the start of the research in 2008 there has been an increase from 16% to 28% of usage. As at 21 there are at least 73% of companies that have a corporate Twitter account and 66% of which have a Facebook account. Alongside these two major social media tools companies also take advantages of YouTube and Pinterest to show of videos and pictures. Ultimately it is a sign that companies are now using social media and blogging as a tool of communicating to customers. 

Josh Leuenberger's comment, September 26, 2013 11:10 PM
@Curtis Milner I agree with where you are coming from, why did it take companies so long to jump on to social media pages such as Facebook. So many people are connected and linked through Facebook and other social media pages. It is almost a shock that it did take companies five years to join up to them. Social media advertising is an extremely large market almost every day consumers are looking at social media pages where a company could easily be advertised all over social media pages. It also opens up direct marketing and open up the options of customer responses. As Curtis has said it is adapting the information from these social media sites and putting them to use. Are the tools that make a company successful as they can create a product or service that appeals to customers specifically.
Josh Leuenberger's comment, September 26, 2013 11:11 PM
@Curtis Milner I agree with where you are coming from, why did it take companies so long to jump on to social media pages such as Facebook. So many people are connected and linked through Facebook and other social media pages. It is almost a shock that it did take companies five years to join up to them. Social media advertising is an extremely large market almost every day consumers are looking at social media pages where a company could easily be advertised all over social media pages. It also opens up direct marketing and open up the options of customer responses. As Curtis has said it is adapting the information from these social media sites and putting them to use. Are the tools that make a company successful as they can create a product or service that appeals to customers specifically.
Rescooped by Kellie Ho from Ecommerce News, Blog, Video, Infographic
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5 Quick way to Increase Sales Through Social Media Marketing Strategies

5 Quick way to Increase Sales Through Social Media Marketing Strategies | Milestone 2 | Scoop.it
In this highly competitive world, one of the biggest challenges for online retailers is to increase sales of their ecommerce business.

Via Brianna Wills
Kellie Ho's insight:

This article talks about how increasing sales is the biggest challenge for online retailers when it comes to their ecommerce business and how difficult it is for ecommerce websites to get their targeted visitors.  It also talks about the 5 different social media marketing strategies that can work for ecommerce businessman and their websites by describing the steps on how social media marketing can help businesses get a complete range of benefits while also increasing their sales. I think ecommerce businesses following the steps on increasing sales through social media marketing is a positive impact for ecommerce businesses because it will improve their sales as well as reaching their target audience on their websites. 

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Cen Xun's comment, September 26, 2013 11:18 PM
Another good article to read and your insight really helps me to understand. This article shows five quick ways to increase sales productivity through social media marketing strategy. In this current sales marketing there are various other ecommerce retailers who are also competing for the same traffic. So the business needs to apply these five useful ways to boost their sales. I think it is important that ecommerce website includes social sharing buttons. As my experience, when I shop online, I like to share my favorites with my friends. If there is no social sharing buttons on the website like Facebook or Twitter, I will shop this website lessly. This is an easy way to communicate with customers and promote the products to more people. Other essential social media marketing strategies are also helpful to increase business sales.
Elaine Li's comment, September 27, 2013 1:08 AM
Good insight. Nowadays more and more online retailers are to increase sales of ecommerce business. The article mainly talks about five different social media marketing strategies help the ecommerce business. Firstly, allow customers to share and pin your products easily. Secondly, use social buttons to boost exposure of your communities. Thirdly, share images and videos even info graphics to building trust of customers. Moreover, inforgraphics can attract people’s attention. Lastly, make sure to post content on communities on regular basis. As a result to follow these five quick ways through social media marketing, business can increase sales.
Selina EverHungry Nihalani's curator insight, October 6, 2013 6:52 PM

This article was an easy-read on how increasing sales is the biggest challenge for online retailers, with regards to the e-commerce side of businesss.  It focuses on the five social media marketing strategies that can increase online sales for retailers. The article talks about using the consumers to spread the "reputation" by the use of the 'share' button on their websites. Doing this, helps the business increase their sales by reaching their target audience on their online-stores. It is interesting to read that businesses are realizing the importance of using their customers to promote and sell their products. Word-of-mouth via social networking sites is a low-cost and effective means, not only to gain potential customers, but also increase revenue. Every ecommerce business should be using social media in order to market their brand name and products as this will quickly improve their sales and gain a larger online audience; as well allowing them to keep up with their competitors.