Archive for March, 2009
March 23rd, 2009
Online communities, which include both social networks and blogs, are now the fourth most popular online category visited by 67% of the global online population, according to new research by Nielsen Online.
The communities are growing twice as fast as any of the other four largest sectors—search, portals, PC software and e-mail.
“Social networking has become a fundamental part of the global online experience,” John Burbank, CEO of Nielsen Online, said in a release. “While two-thirds of the global online population already accesses member community sites, their vigorous adoption and the migration of time show no signs of slowing. Social networking will continue to alter not just the global online landscape, but the consumer experience at large.”
The report also found that Facebook, which is the world’s most popular social network, is visited monthly by three in every 10 people online across the nine markets in which Nielsen tracks social networking use. Continue on…
March 17th, 2009
The computer industry has hit upon its Next Big Thing. It is called a phone.
95% of consumers carry their cell phone at retail, making mobile the next big platform for marketers. Now PC makers are trying to get in on the action.
Emboldened by Apple’s success with its iPhone, many PC makers and chip companies are charging into the mobile-phone business, promising new devices that can pack the horsepower of standard computers into palm-size packages. Continue on…
March 13th, 2009
The emergence of digital media has created some very fundamental and important changes in the world of advertising. New digital technologies are creating a wide range of new possibilities for two-way communication and measurement. The power of promotions to cut through clutter and capture consumer interest and attention is also beginning to blur the line between advertising and promotional marketing strategies. These changes are redefining the rules for advertising in the digital age. Continue on…
March 12th, 2009
President Obama used it to get Elected. Dell is recruiting new hires from it. Microsoft’s new operating system borrows from it. Millions of new users are joining every week. So what’s next for Facebook?
Peter Lichtenstein, 57, recently became an official member of the Facebook army, 175 million strong and, Facebook says, growing at the astounding rate of about five million new users a week, making it a rare bright spot in a dismal economy. If Facebook were a country, it would have a population nearly as large as Brazil’s. It even edges out the U.S. television audience for Super Bowl XLIII, which drew a record-setting 152 million eyeballs.
But these days the folks fervently updating their Facebook pages aren’t just tech-savvy kids: The college and post-college crowd the site originally aimed to serve (18- to 24-year-olds) now makes up less than a quarter of users. The newest members - the ones behind Facebook’s accelerating growth rate - are more, ahem, mature types like Lichtenstein, who never thought they’d have the time or inclination to overshare on the web. It’s just that Facebook has finally started to make their busy lives a little more productive - and a lot more fun. READ MORE…
March 6th, 2009
As the economy continues to tumble, Marketers are looking for ways to squeeze more value from their budgets. Here’s what smart marketers should know:
1) Brand awareness ads lose their effectiveness. Advertising (or disruptive messaging) is mostly about generating awareness and reinforcing brands. In a recession, ordinary consumers aren’t as willing to spend. Sure, we’ll be aware of the product, but that doesn’t make much difference when you’re not spending. Advertising is also expensive and is a lot easier to cut than headcount.
2) Promotions are about engagement not awareness. Sweepstakes, Promotions & Contests are about rewarding consumers for their attention. You may resist advertising if your finances are tight, but if you have a chance to win cash or a great prize in a down economy it is more likely to get your attention.
3) Social media creates promotion buzz. Consumers are more likely to tell their friends about a great promotion than a brand. Blogs, word of mouth, social networks… are all about people connecting with other people. You may resist advertising if your finances are tight, but if your bud tells you that you could win a new car or tickets to the World Series, that’s more persuasive than advertising. Basically, in a recession, engagement is more important than awareness — and that’s where advertising flops and promotions succeed.
4) It’s less expensive. An interactive promotion campaign is typically $20K to $150K — a lot cheaper than a significant sized ad campaign. Recently we have seen significant growth in promotions paired with social media.
5) It’s measurable. Interactive promotions are highly measurable, if it generates leads, or conversions, or buzz, or something useful — then you can prove it’s working. But you need to have a plan before you get started.
March 1st, 2009
As the economy continues to spiral out of control, Marketers are rethinking their marketing & advertising strategies and looking to do more with less. Here’s what you can expect in the year ahead.
Measurement becomes king
As brands wise up and the economy tightens, marketers will flow dollars to channels that can be measured and provide a clear ROI.
Promotions overtake interactive brand marketing
Offline 60% of marketing dollars are promotional rather than brand focused. however, online only 22% of dollars are promotional. and on social networks the share is even lower. in 2009 expect to see more contests, sweepstakes, and sampling programs run through social networks (and expect them to be heavily measured)
Social spreads everywhere
Facebook connect, google friend connect, and myspaceID will bring social interactions to the rest of the web. Savvy marketers will begin to integrate social network features into their online brand presence.
Digital becomes the core
In 2009 brands will engage audiences with integrated marketing that places digital at the core of the marketing mix rather than an afterthought. Digital campaigns move beyond display media to other interactive platforms - including social networks and mobile platforms.
Mobile goes mainstream
New technologies and innovations driven by the success of the iPhone and new hide speed mobile networks will finally move mobile marketing beyond SMS and into the spotlight.