"When You're Holding a Hammer, Everything is a Nail."
I've had two meetings with StumbleUpon (SU), and they described their challenges working with agencies.
The issues stem from the fact that SU is an anomaly insofar as online advertising buys go because there are a number of questions, objectives, and creative approaches online marketers are accustomed to using that are not effective for a successful SU campaign.
Yet agencies try to apply the same media buying techniques to SU's network that is driven by user reviews. How many users are going to give a favorable review to an ad placement?
Let's examine a few of the disconnects:
Marketing & Creative Mistake #1: Direct Response / Marketing Creative & Copy SU's user base does not use SU to discover forms or ads. They use it to discover content. Media planners who are not working with their clients or creative teams to produce valuable content are forcing the wrong content into the network. It is important to note that sites well received by the SU community will have a longer lifespan, like a successful viral or buzz piece.
Marketing Question: How much will it cost?... Read more
