Archive for April, 2011

The royal wedding was an ace in the social media hole

Posted by Jennifer Marlo on April 29th, 2011 at 4:14 pm

I confess: I am obsessed with the royal wedding and I am not alone.
Thank goodness, because I was starting to feel like the only sucker mesmerized by the promise of grotesque spectacle. For days, I've been listening to interviews with people who claimed to be bored to death with the affair. Polls conducted to determine the public's interest -level lead me to believe that the majority of folks couldn't care less.
The polls were wrong. According to an article by USA Today, Twitter users were tweeting about the wedding at a rate of 13,000 tweets per minute. We're talking about 1.7 million tweets about the wedding during the wedding itself!
The same article cited that Webtrends, a web analytics company, tracked 911,000 wedding-related tweets within the last month leading up to the wedding.
That's a whole lot of tweets -- proving that you shouldn't always believe the polls. So, perhaps the moral of this story is that next time you'll think twice before making fun of my infatuation with pageantry.

Stay informed. For more insights into connecting with lucrative online audiences, attend the iMedia iMoms Summit, May 1-4. Request an invitation.

Ice Cream Bars Hate Women

Posted by Osas Obaiza on April 28th, 2011 at 3:11 pm

This new spot from Klondike doesn't look to play well with the female demographic. You would think that a chocolate company would be the last brand type to take a jab at women and instigate age-old advertising stereotypes. I mean isn't it scientifically proven that women tend to indulge in chocolate more than men by a large number. Are they trying to branch out and get that hard-to-reach demo of 18-49 year old males? Whatever their reasoning was, this video is pretty lazy marketing, but the expression on this guys face is almost worth it.
Stay informed. For more insights into connecting with lucrative online audiences, attend the iMedia iMoms Summit, May 1-4. Request an invitation.

Better Mobile Measurement = Perfecting Tracking and Privacy

Posted by Jennifer Okula on April 28th, 2011 at 11:48 am

Mobile measurement may mean different things to different people: mobile site or application analytics, post-view behaviors, conversions, or branding ad effectiveness just to name a few things.  There is no question that marketers want to measure their investments in mobile. eMarketer estimates spending on US mobile ads reached just $743.1 million in 2010. This year, mobile advertising spending in the US is expected to grow to $1.1 billion! Marketers would be foolish to continue spending without accurate measurement solutions.
Enter the complex world of tracking mobile advertising. Tracking online advertising including unique exposure to ads can be accomplished using cookies. However, there are countless mobile devices and browsers (along with different carriers), which may not support cookies, enable cookies, or persistently keep cookies. This poses a major challenge to the industry on accurate measurement, in particular on anonymously identifying unique devices.  Therefore, following a device through to a post-view behavior or identifying ad exposures that occurred among a survey sample is hard for marketers and their partners to do.
There are a number of mobile companies that claim to have their own unique id or "mobile cookie" technology.  Some of these companies use standard mobile browser cookies, HTML5 technology, data from http headers, mobile operator data, or a... Read more

It's the User Experience, Stupid

Posted by Roger Marquis on April 28th, 2011 at 11:14 am

This photograph was sent to me by Patrick Donnelly of QRArts, and illustrates the point that user experience should and must be on top of mind when developing and implementing a 2D barcode-based advertisement or campaign.
Let me set the scene. The billboard is located on the second floor of a suburban shopping mall and faces a floor-through opening. If you enlarge the image and look close enough, in the upper right hand corner of the yellow section, you'll find a QR Code. Why or how the company that placed this ad believes that they are going to get a significant number of scans, if any, is beyond me. Have they ever heard of the user experience or thought about media placement in relation to the created ad or vice versa?

Regardless of how great the scan resolve may or may not be, in reality, it's virtually meaningless, because not enough thought was given to one simple, but very important, element of the campaign...the user experience.

The Link Between Lead Nurturing and Buyer Experience Marketing

Posted by Tony Zambito on April 28th, 2011 at 10:45 am

The new buyer experience economy has resulted in shifting the economic value of many sales and marketing tactics over the past couple of years. One approach whose value is on the rise is that of Lead Nurturing. It’s no wonder why – we have seen major alterations of buyer behavior and buying patterns with technology enabling more buyer control over the majority of the buying cycle process. This makes nurturing a key element of preventing buyers from disengaging from the buying cycle.

The approach taken towards lead nurturing could make a huge difference. With the concept of lead nurturing still in many respects a new one, companies are struggling on exactly what to do and perhaps how to implement lead nurturing. A most common approach, of what can be referred to as “picking and choosing” activities, may actually be hindering the further evolution of lead nurturing. Here are just a few reasons why: