Archive for July, 2009

Creativing :: Catching crooks with an iPhone, YouTube makes bands money, and a Twitter post leads to a lawsuit

Posted by Doug Schumacher on July 31st, 2009 at 12:00 am

My weekly update of what's going on in new media marketing, pulled from social bookmarking site Creativing.com:
I now pronounce you monetized: a YouTube video case study
You've seen the JK Wedding Entrance Dance video, now read the case study. This is what YouTube and everyone else who isn't a record label has been saying for years. That associating your music with emotionally-powerful user-generated content is good for sales, not fleecing the artists. Labels should be thankful they don't have to a) pay people for developing this content, b) spend the money to drive the traffic to support 10 million views, and c) pay the video streaming bandwidth fees.
New Report Suggests Facebook Has Replaced Email For Sharing Content
I've previously reported on how Facebook is driving sharing and traffic, but here's additional proof. What's particularly reinforcing is that the two sharing apps have such similar data. Perhaps most telling about the power of Facebook and community in general is that they're driving all this sharing, and their email app pretty much sucks.
Southern Comfort Pours Entire Media Budget Into Digital

Yep, the whole enchilada. I can't recall a major brand that's made that leap yet. And this from a distiller in Kentucky, no less.... Read more

What's Next, Column Inches?

Posted by Jay Friedman on July 31st, 2009 at 12:00 am

Online media measurement is apparently too complicated.  But rather than slowing down to explain and bring people along we're giving up altogether and going backwards.  Really? GRPs over individual user targeting or frequency to conversion analysis?  Reach/frequency over behavioral, affinity/predictive, or contextual?  Maybe we should toss third party ad serving out the window and just have Nielsen tell us the next day if any of 350 people remember seeing the ad via a diary.  Yeah, that's it! Kudos are due to those that create new markets, like the first ad networks, BlueKai, Tumri, MySpace, and Twitter.  Somehow these experience mass adoption and involve people learning how to do new things in new ways but media measurement can't get that same traction.  Reverting back to T/GRPs and R/F is not the answer - nor is throwing out a 728x90 and calling it a 3c x 1.25" (for those of you old enough to calculate newspaper column inches!) As always I'd enjoy your feedback.

4 Reasons to Ignore the Yahoo Deal

Posted by Daniel Flamberg on July 31st, 2009 at 12:00 am

The highly publicized Yahoo-Microsoft deal doesn't matter. It's a corporate strategy, balance sheet and market share play for the participants. There's nothing in it for those of us marketing products, services or ideas online.

Here's four reasons why you can safely ignore this development, just like Wall Street did.

It won't change search traffic patterns. Google still rules. There's no reason to believe huge numbers of well-trained Googlers will switch to Bing-Yahoo. There's no technical improvement, no consumer incentive, no perceptual difference and no reason to think that we will have exposure to bigger or qualitatively different search audiences. 

Google will still have a dominant share. I'm not only talking share of search. I'm talking about of advertiser and agency share of mind. The deal might motivate Google to love buyers and middlemen more but they've been on a love jihad for the last couple of years and already have a robust set of tools and a pipeline filled with new ones. Their early arrogance has been tempered with a corporate sensitivity to agencies and advertisers. We are not feeling oppressed by an ogre nor are we yearning for relief from a Ballmer in shining armor.

There's no price deals. The auction mechanism doesn't... Read more

Closing the Click: Eight Tips for Creating Landing Pages that Sell

Posted by Robert Boman on July 30th, 2009 at 12:00 am

It's the end of July in Texas. And it's hot. I'm ready to go in search of cooler climes. No deadlines. No to-do list. Nothing but me, my Harley, and the highway.
I love the prospect of exploring my way to, say, the Sangre de Cristo Mountains of New Mexico. But what if instead, I were to suddenly drop by parachute into North Korea? Dude, I don't know anything about North Korea. I'd rather melt under the Texas sun.
What does North Korea have to do with landing pages, you ask? The way I see it, when a customer clicks on an email and ends up on a poorly planned landing page — or worse, gets dumped on the home page — it's a lot like dropping them into North Korea without so much as a map.
Okay, maybe that's a little extreme, but it isn't pretty. Without a landing page that's designed to close the sale, customers will bail. And fast. So the big question is, how do you turn a landing page into a closing page? Well, here are eight things to start with:
1.    Continue the story. Think of the landing page as your chance... Read more

Nonprofit Marketers

Posted by Zephrin Lasker on July 30th, 2009 at 12:00 am

There's a good deal of discussion in the advertising industry about how consumer behavior has changed marketing strategy. As audiences become simultaneously more fragmented and more empowered, emphasis has shifted from a broadcast model to engagement. Instead of one way communication, advertisers are finding that dialogue is a much more effective marketing mechanism. A lot of the big brands have proven that this works. There are engaged communities all over Twitter and Facebook where people interact with brands in real time and in turn, marketers get a more comprehensive understanding of their target audiences.
However, what hasn't been looked at enough is how nonprofits have risen to the challenge and shown how engagement campaigns can be done… with very little budget. Marketing dollars have been cut in all sectors, but nonprofits have been hit especially hard. Grants are down, individual donations have slowed. Yet, nonprofits continue to build engaged communities of people who are passionate about their causes and manage to inspire people to donate and get involved, even when their own financial situations are uncertain.
Nonprofits have readily adapted performance marketing as an efficient way to connect with donors. To keep costs as lean as possible, they run banners and... Read more