Seeking to grab the attention of Gen Y's on social networks? Better put away the old online display ads if you're seeking to grab the attention of Gen Y's on social networks. A new study by the Participatory Marketing Network and Pace University shows traditional banner ads to be ineffective to young adults aged 18-24.
Researchers asked a group of Gen Y's if they notice ads at all when navigating through a social community, and if they approve of them. While 84% said they notice ads on social networks, only 19% said they find them "relevant."
Researchers also found that 74% of the young consumers in the study click on social network ads "infrequently," and 36% don't click on the ads at all.
There were a few signs of hope in the results --
62% of the respondents said they have "visited a brand or fan page on a social network" and 48% said they have "become a fan or friend of the company or organization" showcased on a brand or fan page.
The top three reasons respondents cited for joining a brand or fan group were: get product updates ( 67%), view promotions (64%) and view or download music videos (41%).
Read full article: http://www.internetretailer.com/dailyNews.asp?id=29703
Showing posts with label Microsite. Show all posts
Showing posts with label Microsite. Show all posts
Wednesday, March 25, 2009
Monday, October 01, 2007
Blogs Become Key Marketing Tool for Legal Eagles
This is excerpted from a recent story in the Philadelphia Business Journal:
Blogs as marketing tools are being taken seriously by the legal, medical, banking, real estate, and other old-school professional categories. Podcasting is coming up fast as a new area of new media they can exploit.
Need a VBR for approaching this category?
You could start by citing the article above. Why not offer the opportunity to become the official source of legal advice on the radio station websites? Of medical knowledge? Financial advice? If they have an existing blog/podcast, we can repurpose the feed on a landing page within our own website. If they do not, we can assist them in producing the content.
While they may state they already have their own blog, nothing matches the power of the Radio as a way of telling the public about its availability, nor the built-in audience our websites can contribute in growing their audience. It's worked for Ask The Beauty Doctor and for Your Micro Minute. There are currently podcast pitches in the field for a "Green" report and a Money Minute.
Who will be next?
Lawyers are becoming quick learners in the blogosphere
Saul Ewing partner Robert Louis didn't know what a blog was three months ago. Now it is a key marketing tool for the 60-year-old trusts and estates lawyer.
"I talked to some of the younger people here and after they explained to me what a blog is, it struck me as a good way to get small bits of information to people without burdening them with a five-page memo," Louis said.
So in July, Louis started "Personal Wealth Law News," one of three blogs -- short for weblogs -- that can be accessed through the Saul Ewing Web site, and joined a rapidly growing number of lawyers using the blogosphere for marketing purposes.
Louis' blog updates readers on the latest trends in personal wealth law. A recent entry asks whether the estate of Leona Helmsley, the billionaire hotel owner who died last month, would have to pay federal estate tax for a $12 million trust to take care of her beloved dog (while her four grandchildren were guaranteed nothing). Louis offered a 150-word item asking whether the taxes would be paid from the residue of the Helmsley estate.
Blogs as marketing tools are being taken seriously by the legal, medical, banking, real estate, and other old-school professional categories. Podcasting is coming up fast as a new area of new media they can exploit.
Need a VBR for approaching this category?
You could start by citing the article above. Why not offer the opportunity to become the official source of legal advice on the radio station websites? Of medical knowledge? Financial advice? If they have an existing blog/podcast, we can repurpose the feed on a landing page within our own website. If they do not, we can assist them in producing the content.
While they may state they already have their own blog, nothing matches the power of the Radio as a way of telling the public about its availability, nor the built-in audience our websites can contribute in growing their audience. It's worked for Ask The Beauty Doctor and for Your Micro Minute. There are currently podcast pitches in the field for a "Green" report and a Money Minute.
Who will be next?
Monday, June 25, 2007
Email Campaigns Need Better Landing Pages
Landing pages linked from e-mail marketing campaigns generally fail to grab attention quickly, according to a review of 150 Web sites by Silverpop, a Web marketing solutions provider. Furthermore, some pages are confusing and cluttered, prompting the visitor to quickly leave.
Silverpop set out to evaluate marketers’ approaches, and registered to receive e-mails from 150 top online companies. Landing pages reached from messages’ clicking links were evaluated for 14 different elements, such as matching the e-mail leading to the page and/or the company's Web site, ease of navigation, amount of copy, and design formats.
Among the key findings of the report, "Eight Seconds to Capture Attention: Silverpop's Landing Page Report":
45% of landing pages didn't repeat the strong promotional copy found in the e-mail, thus failing to reinforce the call-to-action that prompted the e-mail recipient to click a link in the first place.
35% of the landing pages analyzed didn't match the e-mails’ look.
35% of the landing pages didn't include an opt-in request. It’s essential to ask visitors to register because they may have arrived at your landing page without being in your database. For example, someone else might have forwarded the landing page’s link to the visitor.
29% of BtoC companies posted landing pages that didn't match the e-mail, compared to 41 percent of BtoB companies.
17% of e-mail marketing campaigns failed to deliver on the promise inherent in the message's call-to-action, and merely dumped recipients to a company’s Web site home page.
"E-mail marketers spend a lot of time and energy creating targeted, relevant campaigns, but then fail to carry the ball across the goal line due to lackluster landing pages," said Elaine O'Gorman, vice president of strategy for Silverpop, in a statement. "Landing page optimization can have a tremendous impact on e-mail marketing success rate."
"Using a home page as a landing page can be confusing,” O'Gorman said. “It's much better to create a landing page unique to the e-mail campaign whenever possible."
Silverpop set out to evaluate marketers’ approaches, and registered to receive e-mails from 150 top online companies. Landing pages reached from messages’ clicking links were evaluated for 14 different elements, such as matching the e-mail leading to the page and/or the company's Web site, ease of navigation, amount of copy, and design formats.
Among the key findings of the report, "Eight Seconds to Capture Attention: Silverpop's Landing Page Report":
45% of landing pages didn't repeat the strong promotional copy found in the e-mail, thus failing to reinforce the call-to-action that prompted the e-mail recipient to click a link in the first place.
35% of the landing pages analyzed didn't match the e-mails’ look.
35% of the landing pages didn't include an opt-in request. It’s essential to ask visitors to register because they may have arrived at your landing page without being in your database. For example, someone else might have forwarded the landing page’s link to the visitor.
29% of BtoC companies posted landing pages that didn't match the e-mail, compared to 41 percent of BtoB companies.
17% of e-mail marketing campaigns failed to deliver on the promise inherent in the message's call-to-action, and merely dumped recipients to a company’s Web site home page.
"E-mail marketers spend a lot of time and energy creating targeted, relevant campaigns, but then fail to carry the ball across the goal line due to lackluster landing pages," said Elaine O'Gorman, vice president of strategy for Silverpop, in a statement. "Landing page optimization can have a tremendous impact on e-mail marketing success rate."
"Using a home page as a landing page can be confusing,” O'Gorman said. “It's much better to create a landing page unique to the e-mail campaign whenever possible."
Friday, November 24, 2006
Word of Mouth Sways Women's Buying Decisions
From a recent Word of Mouth Marketing Association newsletter...
When it comes to influencing women's purchases, family and friends have the most impact, finds a recent survey conducted by WOMMA member company Ketchum.
"Before women go shopping, they go CROPing, looking for CRedibleOPinions," maintains Kelley Skoloda, Partner and Director of Ketchum'sGlobal Brand Marketing Practice. "They trim research time by consulting a few close friends and family members, as well as experts, local news andmagazines. These people offer credible opinions by validating research and helping to determine buying decisions. It's the intersection of two very hot marketing topics -- word-of-mouth and influencers."
Of the women surveyed, 91% indicate that family and friends give either "very" or "somewhat" credible information, and women follow these influencers' lead when it comes to making decisions about buying consumer-packaged goods, consumer electronics, and food.
Other findings:
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VBRs & HALF-BAKED:
When it comes to influencing women's purchases, family and friends have the most impact, finds a recent survey conducted by WOMMA member company Ketchum.
"Before women go shopping, they go CROPing, looking for CRedibleOPinions," maintains Kelley Skoloda, Partner and Director of Ketchum'sGlobal Brand Marketing Practice. "They trim research time by consulting a few close friends and family members, as well as experts, local news andmagazines. These people offer credible opinions by validating research and helping to determine buying decisions. It's the intersection of two very hot marketing topics -- word-of-mouth and influencers."
Of the women surveyed, 91% indicate that family and friends give either "very" or "somewhat" credible information, and women follow these influencers' lead when it comes to making decisions about buying consumer-packaged goods, consumer electronics, and food.
Other findings:
- 7 in 10 women do research prior to making big purchases.
- 25% of women claim they are the first to try new products and services.
---
VBRs & HALF-BAKED:
- Assemble a listener panel of female listeners to evaluate new offerings from clients.
- Create a weekly podcast convering cool things (advertiser services, products) in which our listeners would be interested.
- Connect the ideas above with an advertiser campaign of :60s that promote the web-component.
Sunday, August 27, 2006
EBay & Family Circle Small Space Design Contest
EBay and Family Circle magazine have joined forces on a contest that looks for a resourceful consumer who can redesign a small space using only items purchased on eBay.
Entrants must submit, in 250 words or less, their ideas about how to creatively redesign a small space using items purchased on eBay.com. A before picture must be included and the space to be redesigned can not exceed 150 square feet.
The eBay & Family Circle's Designing Small Spaces Contest can be entered at FamilyCircle.com/smallspace or at eBay.com/smallspace.
Click here for the full article
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VBRs & HALF-BAKED:
Entrants must submit, in 250 words or less, their ideas about how to creatively redesign a small space using items purchased on eBay.com. A before picture must be included and the space to be redesigned can not exceed 150 square feet.
The eBay & Family Circle's Designing Small Spaces Contest can be entered at FamilyCircle.com/smallspace or at eBay.com/smallspace.
Click here for the full article
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VBRs & HALF-BAKED:
- In what ways might we apply this to existing clients?
- Can we pair a prospect with an existing client?
- What if we took this concept outside of the home
-- Garage makeover? Garden? Cubicle?
Jeep to Muddy Up Consumers at State Fair
Consumers desperately searching through a three-foot-deep pool of slushy, slippery mud to find sticks may drive home a new Jeep. It's the brand's latest stunt to engage consumers and get them digging for a chance to win the grand prize.
On Sept. 29, the start of the State Fair of Texas, up to 120 randomly selected consumers who register at JeepStickInTheMudChallenge.com will participate in the Jeep Stick in the Mud Challenge to win the brand's first four-door Jeep Wrangler.
As reported in PromoXtra By Andrew Scott
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VBRs & HALF-BAKED:
On Sept. 29, the start of the State Fair of Texas, up to 120 randomly selected consumers who register at JeepStickInTheMudChallenge.com will participate in the Jeep Stick in the Mud Challenge to win the brand's first four-door Jeep Wrangler.
As reported in PromoXtra By Andrew Scott
---
VBRs & HALF-BAKED:
- Columbus has very active/passionate Classic Car content
- Concept for presence at Ohio State Fair? Tailgate?
- Doesn't have to be 'muddy' -- what about Hummers? Lambos? VW?
- Keep economy cars running around a track to see who gets the best gas mileage?
- Could you do it with motorcycles? Bicycles? Running shoes?
KFC Cooks Up Moms Panel
Quoted from the article in BrandWeek:
"...KFC announced the formation of a panel made up of moms who will help guide the brand. The “KFC Moms Matter! Advisory Board” is designed to get the Yum! Brands-owned chain in touch with family needs.
Members will give their two cents regarding everything from new product ideas to trendspotting. The first order of business is creating an online community for moms that will go live next year. Offline, the Moms Matter group will meet twice a year, hold quarterly conference calls and host monthly dinner meetings in their hometowns.
The move mirrors McDonald’s “Global Mom’s Panel” which was announced in early May. The burger chain chats with moms from six countries about issues regarding the brand.
KFC received a blow in June when the Center for Science in the Public Interest filed a suit against the chain. CSPI said, in a statement, the use of partially hydrogenated oil “puts customers at risk of a Kentucky Fried Coronary.” The suit aims to compel KFC to eliminate or disclose the use of “artery-clogging frying oil.”
Consumers didn’t seem to mind the health warnings and the chain had a strong year last year. U.S. sales were up 5.8% to $5.2 billion last year, per Technomic, Chicago."
---
VBRs & HALF-BAKED:
"...KFC announced the formation of a panel made up of moms who will help guide the brand. The “KFC Moms Matter! Advisory Board” is designed to get the Yum! Brands-owned chain in touch with family needs.
Members will give their two cents regarding everything from new product ideas to trendspotting. The first order of business is creating an online community for moms that will go live next year. Offline, the Moms Matter group will meet twice a year, hold quarterly conference calls and host monthly dinner meetings in their hometowns.
The move mirrors McDonald’s “Global Mom’s Panel” which was announced in early May. The burger chain chats with moms from six countries about issues regarding the brand.
KFC received a blow in June when the Center for Science in the Public Interest filed a suit against the chain. CSPI said, in a statement, the use of partially hydrogenated oil “puts customers at risk of a Kentucky Fried Coronary.” The suit aims to compel KFC to eliminate or disclose the use of “artery-clogging frying oil.”
Consumers didn’t seem to mind the health warnings and the chain had a strong year last year. U.S. sales were up 5.8% to $5.2 billion last year, per Technomic, Chicago."
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VBRs & HALF-BAKED:
- Use MIX 97.1 listeners to form a LOCAL panel of Moms
- Client and Moms could meet in RadiOhio conference room
- Send web survey to station eMail list
- Create a mobile text-message survey to poll opt-ins on client questions
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