Archive for November, 2009

Why 2010 Is Going To Be Great…

Posted by Rob Rose on November 30th, 2009 at 12:00 am

I hope you all had a wonderful Thanksgiving.  Even though it's been a challenging year, there's certainly much to be thankful for.
And, as I sat with my family, watched movies and digested my excellent (and I humbly submit I cook a mean Turkey) meal, I started feeling that everything was really going to be great next year.   There's alot of change in the air (that's for sure) but it feels like we marketers are really going to have a wonderful 2010.
So, in the spirit of Black Friday, Cyber Monday, Return Tuesday, Holiday Gift Thursday and so on - I thought I'd just share some of the good news that I've been collecting.   I know there's a counter point for every one of these - but these signs seem to me to point to positive returns and a wonderful 2010.
And, as we all get revved back up to finish the next 23 days of the year, (yes right up till XMas Eve) and try to figure out what the heck Tiger Woods is doing by *not* talking, we can use every piece of good news we get.
So, I'm definitely no economist, but I'm a big believer in not looking... Read more

Privacy Education

Posted by Jeff Hirsch on November 30th, 2009 at 12:00 am

As the FTC and IAB iterate over consumer privacy legislation, and the industry concern continues to swell, we are recognizing that the basis of the issue lies in general misperceptions and lack of consumer education around targeted advertising. As an industry we have acknowledged this fact, yet educating consumers and industry outsiders remains a challenge. AudienceScience, along with many other companies, are collaborating with the NAI on consumer outreach. It's no small task and it's easy to understand why many companies just don't know where to start, how best to communicate the message, or how to distribute the message to the consumers we aim to protect. 
It is a critical time in our industry and responsible companies must take action.  First and foremost, companies must examine the resources they have available to communicate and educate. If you have research at your disposal, use it in your message. If you have graphics and creative, leverage it to create something both compelling and easy to understand. I'll say it again because it bears repeating. Make it easy to understand. Consider your audience and don't use jargon or reference stats that are not mainstream measurements.  If it looks like Sanskrit and needs translation, your... Read more

Creativing :: Social gaming's revenue model is working, Twitter tools and insights, and Facebook Page updates are generating responses

Posted by Doug Schumacher on November 27th, 2009 at 12:00 am

What's going on in new media marketing, pulled from social bookmarking site
The Goods May Be Virtual, but the Profit Is Real
Recently, I've posted a number of articles on this trend, and yet more reinforcement keeps popping up. This is a look at gaming, particularly social gaming. While the article doesn't delve into it's counterpart, console gaming, it's not hard to connect the dots. Currently console gaming companies spending 100s of millions to launch a title, selling them at a high cost — often $40 or more. And like the movie industry, they lose money on most of their productions, making it back on a few hits. By contrast, social gaming sites product games that are free, played by millions, and then make their money selling small items for a buck or two. Their investment is less, so they don't need enormous sales to recoup it. Zynga, the leader in this space and producer of games like Mafia Wars, says only 3% of those who play actually make a purchase. Yet they're profitable. I think entertainment companies need to address this model, and stop trying to pull as much profit from as few people as they can, and start trying... Read more

3 Things Holding Back B2B Adoption of Social Media

Posted by Daniel Flamberg on November 25th, 2009 at 12:00 am

B2B marketers are schizophrenic about social media. On one hand they've been doing social media, offline and using older technology for years. On the other hand they are standing on the sidelines watching the action and trying to decide if or when to join the fray.
The fundamentals of social media -- networking, user generated content, content sharing and real-time interaction -- has been going on in Listservs, user groups, chat rooms and branded and industry publication and association sites for years. Some of the earliest users of the web, were B2B marketers eager to use the new technology to automate and accelerate conversations and discussions among experts and specialists. so its surprising that they have been reluctant to embrace the new players. 
But I suspect there will be an explosion of private and gated online communities in the B2B space soon. Pioneers like Sermo and VuMedi are gathering doctors, vetting them and offering platforms for robust, specialized conversations away from public eyes and ears. This pattern will be repeated over and over again in the next few years augmented by bandwidth to support video, animations, limitless numbers of real-time interactions and enhanced security. 
This will continue the migration of offline B2B communications... Read more

Don't Strike the Captain Morgan Pose in Social Media

Posted by Peter Platt on November 24th, 2009 at 12:00 am

While reading the recent stories about Captain Morgan's guerrilla marketing effort with the NFL, I realized that we're often tasked with similar objectives for developing social media campaigns. There are huge audiences out there actively communicating and brands want to be part of the conversation, but is inserting our message really the right approach?
A quick background for those of you who missed the news...recently, Captain Morgan created a promotion to provide donations to charity for NFL players who struck the Captain Morgan pose after completing a touchdown. Quite honestly, this was a brilliant concept, in perfect alignment with the brand, provided support to a good organization and was intended to make a significant brand impact in front of a lot of people.  But the problem with this was that the NFL does not allow players to do any promoting on the field during a game.
Why is this territory protected? The NFL thrives on advertising and sponsorships; there are plenty of great places to put your messaging surrounding games--tv commercials, on the scoreboard, throughout the stadium, even flying overhead, so why not in the game? It's pretty simple. When you bring marketing campaigns onto the field, you distract from the game,... Read more