Archive for June, 2011

Five Common Mistakes of Product Recommendations Campaigns

Posted by Mark Simpson on June 29th, 2011 at 8:54 am

“Consumers who viewed this product, also bought that product…” Amazon’s been doing it for years, and for them and other ecommerce pros who are getting it right, product recommendations are a very effective way to beef up shopping cart sizes and pull in more revenue per customer. This specific form of online targeting, however, hasn’t always been so easy for marketers to achieve. The good news is that with new automated solutions in play, they can now easily execute similar types of cross-sell and up-sell campaigns on their site.
As they venture into what may very well be new territory (despite being relatively commonplace), marketers should avoid making the following five common mistakes that plague product recommendation campaigns:
Mistake #1: You try to manually set all the recommendations rules
Until now, teal-time targeting and recommendations have been considered too difficult for marketers to implement because only rules-based models/technology existed.  And let’s face it: we’re only human. It’s nearly impossible to predict all possible behavior combinations and rules necessary to target and tailor to shoppers needs and wants. Think about the number of products you hold. Now, multiply that number by the number sold per month (or even per day) and the amount of... Read more

Hey Media Guys, Bad News. It's The Creative. Don't Despair.

Posted by Matt Rosenberg on June 28th, 2011 at 5:42 pm

Many of you have heard it, some of you have said it: "This campaign is under-performing the last one we did in this placement so we're pulling it and reallocating to a new publisher." Or there's the flip side: "The placement is blowing the roof off the same one we bought last time, we'll definitely keep buying it."
The premise of these sentiments is that the hole in the page is responsible for the success of the campaign. However, there is a much more obvious difference-maker. It's the creative.
Yes, there are wonderful placements (big, above the scroll, on pages with high natural time spent, closely aligned with audience passions) and crappy placements (tiny buttons, below the scroll, invisible). But a piece of inventory never created an emotion. It is the creative that either earns attention or doesn't, moves people to action or leaves them cold. An ad with a compelling message will do better than a coupon to sample Soot Cola in the same placement. Late last year, comScore released a finding that the creative is 4x more responsible for the success of a campaign than the media plan.
Media agencies hate hearing that. ... Read more

Don't try this at home

Posted by Lucia Davis on June 28th, 2011 at 4:22 pm

You know it's summer when you can wear dresses at night, find delicious corn on the cob and...the FDA decides to focus on sunscreen? No, sunscreens with an SPF lower than 14 won't be getting death-style cancer pictures a la cigarettes, but changes are being made.

One of these was made up by me...
In homage to summer and the sunburns it inevitably brings, I present to you this PSA from the Canadian Dermatology Association (and agency McMillan). Keep your friends close, and your sunscreen closer.

The Myth of Digital Measurement.

Posted by Doug Weaver on June 28th, 2011 at 3:41 pm

Every time that some new aspect of digital media/marketing gets hot, the measurement crew rolls onto the scene and tells us how they’re going to make order of the whole thing.  Lately my Twitter feed and inbox have been bulging with stories about “last click attribution” and “media mix modeling” and next generation brand research.  But like Big Foot, Nessie or bi-partisanship, it’s time for us to see digital measurement for what it is:  a myth.  But before you rush off to find kindling to begin burning me at the stake for heresy, let’s look at the facts:
Fact One:  Digital is Permanently Dynamic. Not only do digital capabilities constantly evolve, but the pace of that evolution is constantly accelerating.  Which leads us to…
Fact Two:  “Measurement” Can Never Keep Up. All of the models we discuss seem rooted in recreating some form of measurement from the stable marketplaces of the past.  As long as we’re trying “update” or “reinvent” the GRP, market mix modeling, attribution and the like, we will fail. And these will never be truly compelling because…
Fact Three: We’re Always Onto the Next Thing. At the exact moment something in our world becomes stable enough to be measured in... Read more

ESPN'S Carol Kruse on how to take TV campaigns into the digital world

Posted by Greg Bardsley on June 28th, 2011 at 2:15 pm

The annual iMedia Entertainment Marketing Summit was held today at the Beverly Hills Hotel in sunny Los Angeles. The theme of this year's conference was "shaping the future of entertainment marketing" and there are few companies making more strides in digital than ESPN.
For that reason, it was fitting to see the SVP of Marketing, Carol Kruse, address a crowded room on the next generation of entertainment marketing and how marketing a sports network differs from consumer package goods.
We caught Carol after her presentation and asked her a few questions about marketing for the nation's largest sports network. Watch to find out what she had to say: