Tagged 'solomo'

How to Gain Real Value from Social Media Marketing

Posted by Kristin Hambelton on March 27th, 2013 at 12:47 pm

Social media will continue to be a prominent channel for marketing in 2013. It has forever changed the way brands interact with customers and prospects. While the majority of marketers are utilizing social media as a key communication channel, there are still a lot of question marks about the true value of marketing through social forums. Marketers need to change their mindset about how to use and derive value from these newer channels and eventually maximize the revenue potential of these captive audiences.
When marketers post a campaign to Facebook they may ask, how many likes will this drive or how many users will view this? Those aren’t necessarily the right questions as it relates to social media. These forums are different than other forms of communication and marketers need to start looking at the big picture. Social media is part of the consumers’ daily life, with over 1 billion Facebook users, reaching a vast amount of consumers through a forum they use nearly every day has a special value.
A recent survey found that 62 percent of marketers are leveraging social media profile data (e.g., profile ID, likes, and, interests). Yet, many marketers need to effectively leverage this profile data across... Read more

Busiest Holiday Shopping Days in December

Posted by David Shim on December 28th, 2012 at 4:16 pm

Retail metrics during the holiday season are typically focused on aggregations like overall retail sales are down 0.7% year over year, or activity on Black Friday, Super Saturday, or Christmas Eve was above or below last years numbers.  While this macro level of reporting is interesting, it is limiting in terms of competitive insights and actionablity.
Placed recently released its Holiday Shopping Insights providing in-store activity reporting down to the retailer.  As part of this analysis, Placed looked at the busiest days for some of the largest retailers in the US including Walmart, Target, Toys 'R' Us, Macy's, Best Buy, and Kohl's.

This analysis highlights that a single days performance does not make or break a retailer's Christmas.  Rather these insights highlight consumers' retail preferences are variable based on time of year.  For example, Target's busiest day was Christmas Eve, while for Best Buy is was December 22nd.  The ability to look past macro retail trends and dive into retailer level insights enables marketers to react in season to offline behaviors of consumers.
As consumers retail preferences change based on time to Christmas, marketers are able to leverage consumer behaviors to drive incremental sales.  The ebbs and flows in terms of relative in-store visits were... Read more

Top 10 Branded Promotional Games 2012 (Video)

Posted by Rick Mathieson on December 20th, 2012 at 3:25 pm

Brands got serious about fun and games this year - on a number of different platforms.
Among the trends we liked this year - promotional games that bridged the digital and the physical, without requiring consumer devices to play. Not that we wouldn't be amped to try Google's Ingress augmented reality game if we get the chance. And Ingress aside, Google made our list this year, along with several major brands.
One interesting note: Many of our top pics this year mixed so many elements - social, mobile, location and so on - so well, that they made some of our other lists, too.
So without further delate, our list of favorite branded games for 2012. We'd love to know which made your list, too.
10. Google Wants to Rock, Tilt & Roll Your World in New Branded Game
Google wants you to go ga-ga over its new game.
9. Kit Kat Launches GPS-Based ‘Golden Ticket’-style Promo in UK
Kit Kat wants to do a heck of a lot more than just give you a break.
8. Mercedes ‘You Drive’ – A TV Campaign You Drive, Via Twitter
Call it a crowdsourced cliffhanger.
7. Magazine Cover Becomes Interactive Video Game
This is one way to make print relevant in... Read more

Top 10 Social Media Initiatives 2012 (Video)

Posted by Rick Mathieson on November 30th, 2012 at 3:40 pm

This list may spark a Twitterstorm all its own.
We know some people are going to disagree with our list.  Indeed, in some quarters, the fact that we didn’t include Kony 2012 is going to be enough to send some in the socialsphere over the edge.
It is, after all, arguably the most astonishingly successful social media effort ever. And everyone (everyone) is reverse engineering the campaign to see if they can replicate it.
It’s just that ultimately (again, don’t hate), we found certain aspects of the effort unsettling for
reasons we haven’t quite taken the time to fully puzzle together in our own minds.
But the other, far more important reason: This particular list is for brand-oriented social initiatives
versus cause-oriented efforts (or political, for that matter - which would have resulted in the Obama campaign's inclusion on our list this year).
And in that regard, like a few of our Top 10 lists so far this year, it is one that is dominated by Coca-Cola. It's no wonder the brand has been named the 'Creative Marketer of the Year' for the 2013 Cannes Festival.
So: Here’s our list. If you disagree, make your own list and share.
10. Social Media Street Fight: Duke It Out for Your... Read more

Why Relevance Rules Digital Marketing

Posted by Jonathan Gardner on January 24th, 2012 at 12:02 pm

When you look at the buffet of content available to us these days – from every conceivable source, on every established and emerging platform – you might think that content remains the manna of digital marketing that it once was.
It’d be an understatement to say that brands have embraced content creation as a marketing strategy. Branded content has become a staple of cross-platform, integrated marketing campaigns everywhere, as a nearly fail-proof way to engage consumers, and turn them into customers. As industry analyst Rebecca Lieb said recently, every single one of the major brands she speaks with is increasing its production of original content.
But am I alone in thinking that maybe it’s enough already? Sooner or later, some savvy startup or sprawling conglomerate has to realize that the long tail is losing its appeal. More isn’t always better, as Sheena Iyengar said in her awesome TED Talk. What we need isn’t customization, but relevance.
So how can we, as marketers, deliver the relevance customers want and need? How can we ensure that our content – whether it’s an article, an ad, or an image – reaches the right consumers in the most relevant and meaningful way?
Behavioral targeting gets part of the... Read more