April 9th, 2009
Moving from Clicks to Conversions
For over a decade, Website publishers have relied on an old advertising model: Publishers provided advertisers access to online viewers, and the more desirable those viewers, the more online publisher charged for banner impressions. Like the early days of television this model worked (for a while), but as advertising clutter increased and consumers began to see banners as noise click-through rates have dropped to an all time low.
Marketers are now shifting their focus from a one dimensional awareness approach to integrated marketing strategies that leverage the engagement cycle to move consumers from awareness to conversion.
Unlike the sales funnel. Engagement is better thought of as a cycle, a series of touchpoints designed to create engagement with a brand in order to drive a purchase, each time in a meaningful and valuable way to both brand and consumer.
In the world of interactive promotions the engagement cycle is driven by three primary stages: awareness, activation, and conversion (or purchase). Throughout the cycle, marketers must measure in order to add value throughout the cycle.
Categories: Consumer Generated, Digital Advertising, Measurement, Promotions 2.0, Promotions Law, Sweepstakes
Categories: Social Marketing
March 17th, 2009
The Phone is the Next Big Thing.
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 Reading…
Categories: Mobile Marketing
March 13th, 2009
Advertising in the Digital Age
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 Reading…
Categories: Digital Advertising, Promotions 2.0, Social Marketing, Sweepstakes
March 12th, 2009
How Facebook is taking over our lives
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…
Categories: Social Marketing
Categories: Promotions 2.0, Social Marketing
February 20th, 2009
VitaminWater goes to the Final Four
VitaminWater revive is asking consumers to share their game winning moment, or re-enact a well-known game winning moment from NCAA Men’s March Madness history and submit it for a chance to win a trip to the 2009 NCAA Men’s Final Four in Detroit!
Through March 21, consumers 18 or over can enter, the VitaminWater, “Revive to Survive Video Contest” by submitting a 2 minute video re-enactment of their favorite game winning moment.
Judges will look for entertainment value, creative execution, overall quality of video to determine the winning video. Grand prize is a trip for the winner and a guest to attend the 2009 NCAA Men’s Final Four including the semifinals & Championship Games in Detroit, MI between 4/3/09 and 4/7/09.
Categories: Consumer Generated
February 19th, 2009
True North Goes to the Oscars
TrueNorth Snacks is a new brand of 100% natural nut snacks made by Frito-Lay. They are currently sponsoring a consumer-generated-content contest which will result in them airing the most extraordinary “True North” story in a 60-second commercial directed by Helen Hunt during the Oscars. Consumers are invited to submit their own “True North” story in 300 words or less which they defined as something amazing, something that makes the world a better or more interesting place or simply a passion that inspires you to get up in the morning because you know it’s your purpose on earth.
There are currently 5 extraordinary True North stories featured as finalists here on their website that you can check out. One of these stories will be the winner and have their story turned into a commercial that will run during the Oscars. The winner will also receive $25,000 in cash.
Categories: Consumer Generated, Digital Advertising, Promotions 2.0
February 17th, 2009
Godiva Fulfills Chocolate Lovers Fantasy
For the second year in a row Godiva has brought back its Valentine’s Day promotion. Last year’s promotion was their biggest ever, providing the chance for a chocolate lover to win the ultimate chocolate fantasy!
The Grand Prize Winner of the Godiva 2nd Annual Valentine’s Day Promotion will receive a deluxe trip for two to New York City and stay in the exclusive Godiva Decadence Suite in NYC’s Bryant Park Hotel. This year’s experience year has been designed by Jonathan Adler. The suite boasts chocolate furnishings and accessories inspired by Adler’s signature pieces and Brooke Shields was on hand to unveil the suite.
To play the Godiva Valentine’s Day Game consumers can obtain a game piece which are included in specially marked Valentine’s Day gift boxes. 100 first prizes which consist of one year of Godiva products will also be awarded as 12 monthly shipments along with an item from the Jonathan Adler collection. Project Support Team (our sister agency) managed the promotion for Godiva again this year.
Categories: Promotions 2.0, Sweepstakes