Archive for January, 2012

7 Burning Questions for B2B Marketers in 2012

Posted by Tony Zambito on January 31st, 2012 at 11:09 am

Asking good questions was seared into my mental consciousness by several mentors early in my career. This notion was further influenced by prodigious reading of Peter Drucker. The premise being that good questions help you to focus and to get to the heart of what matters most. Here’s what I’ve learned over the years: it is hard to do and it takes practice! As I think about the future for B2B Marketers, these questions ring the loudest:
Who Are Our Customers?
We are undergoing the most significant changes in buyer behaviors in several decades as well as seeing the rise of connected social buyers, albeit younger, who behave much differently than traditional buyers. As simple as the question sounds, it is still the hardest question for businesses to answer. With existing buyers, new buyers, and expanding markets constantly in transition - getting insight into answering this question will need to be on top of the list.
Where Did Our Customers Go?
If we randomly picked a ten page year-end report, it would be a good bet that somewhere on page eight or nine in the third paragraph there is mention of it. You know what I am... Read more

Top Ten: Entertainment brand MTV shows the power of "Facebook Exclusive" content

Posted by Doug Schumacher on January 31st, 2012 at 11:06 am

Brands have offered Facebook exclusives prior to this week's MTV "Facebook Exclusive". But MTV is both a content production and broadcast company. More than most brands, they like to have the content experience take place on their own site, where they can most readily monetize it.
So it certainly wasn't a light decision for them to offer "Facebook Exclusive" content. And they're certainly looking at the results to see how well the offer worked. MTV posted 30 times last week -- more than double the next closest brand in our Top Ten. And this was their most popular post of the week.
Below is the image they offered. You can click through to view the post, or see it in the chart below the photo. Notice the prominence of the "Facebook Exclusive" offer.

Below is this week's Top Ten. You can click through to see any of the actual posts.

Our FREE Top Ten weekly report features the top post from each of the top ten brands on Facebook. You can either sign up or view the complete list of posts in our latest report, featured in the archives on this page.
Also, you can get a FREE TRIAL of Zuum by just registering.

QR Codes Aren’t Sweet Without Strategy

Posted by Jessica Doban on January 31st, 2012 at 10:55 am

QR codes represent a unique mix of technology and advertising that is steadily improving with evolving new forms and functions. But their functional improvement is meaningless if the platform is not applied with the right strategy and tactics in the real world in order to connect with consumers.
Most people within the marketing community are no strangers to seeing QR codes attached to advertisements and products these days. Even many tech-savvy consumers know how to create QR codes for promotion or information sharing, which is the beauty of their open platform design. Anyone can use them, read them, and get creative.
QR codes have created a new way for brands to engage their audience with products and services, and there are already quite a few examples of ways that “traditional” QR codes are getting pushed further, including the logo-friendly SnapTag. SnapTags are a gussied up version of the mobile interactive code options. Instead of the static-like appearance of QR codes, they’ve created a sleeker option that focuses more on branding with a cleaner code look based on gaps placed throughout a ring. Digimarc, another QR code boundary pusher, takes the cake by attempting to create mobile interaction with everything from an image to sounds.
Clearly, this mix... Read more

Beyond the Box: The Metamorphosis of Television

Posted by Denise K. Myers on January 31st, 2012 at 10:49 am

- Co-authored with Jacqueline Johnson, assistant media planner/buyer
TV Everywhere could be a big moneymaker for advertisers and networks. Viewers now have the option of watching their favorite shows on TV at home, on their laptop or even on their mobile device at no additional cost, which will change the way TV is purchased from a media standpoint.
Gone are the days when the family would gather in the family room to watch their favorite primetime TV shows. The VCR dabbled in changing this habit, but the DVR completely mastered this concept. Now viewers have the option of watching their favorite shows on TV at home, on their laptop or even on their mobile device at no additional cost. This concept is known as TV Everywhere.
The growing demand for TV Everywhere has transitioned TV from a platform device to an experience, which is beneficial to both the viewers and advertisers.  With TV Everywhere, cable operators are allowing mobile access to customers who pay for TV service, improving customer satisfaction and creating new revenue opportunities. And one of the main perks is that unlike DVR, consumers do not have to plan ahead to use it.
TV Everywhere could be a big moneymaker in the... Read more

Internet ads can (and will) be as effective as TV

Posted by Roy de Souza on January 31st, 2012 at 10:37 am

Sometimes it is lonely to be the CEO of the biggest independent advertising technology partner for publishers. The long view: my belief in standing behind the high quality publishers to make Internet advertising work at least as well as the best TV advertising – is a position not often shared. Yet I believe that we can make Internet advertising work brilliantly for high quality product launches and brand building. We won’t be stuck with text based CPC ads. We will show that the best sites can run fantastic graphical and video ads that sell great products.
I’ve been saying for months that the distinction between above and below the fold should go away, and I finally have company for my perspective. Good company: Comscore, Inc.
A week ago I attended an event in New York City at which Comscore unveiled its new Validated GRP(TM) tool that rates the effectiveness of digital ads. Validated GRP takes the rating standards advertisers apply to TV advertising (Gross Rating Points) and establishes a similar metric that will apply to digital advertising. For advertisers, this is a metric to judge online campaign effectiveness–to make an apples to apples comparison between the effectiveness of TV and the effectiveness... Read more