Tag Archive for: Marke

News Update – Best of the Day

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How will the future of the workplace look like? I have my views: flexible working hours, mobile offices and driving busness by networking outside of the office. Generally speaking, I love to share ideas and thoughts that I come across like these work displacements. Now that Porsche and VW (partly) banned access to social networking sites, it is interesting to see the other side of the medal. Maybe social networking becomes the main corporate sales strategy in the future. This example shows why the use of Salesforce Chatter could become an optimization of the future workplace.

The good thing about Social Media? People blog about events you could not take part in as they took place when you had meetings, where not in the country, etc. They share their new knowledge and some good case studies of social media campaigns like Juan Martinez who took part in the Social Ad Summit ’10. He tells us about the 5 Dos and Don’ts of Social Media Marketing, he learned from Aaron Shapiro, partner at Huge, Inc..#

One of the succesful modern virals was the Old Spice campaign. AdNews interviewed Isaiah Mustafa on the future of media and on becoming an internet sensation.

News Update – Best of the Day

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A recent international survey of 2,200 mothers shows 81% of children under the age of two currently have some form of online presence — ranging from photos uploaded and shared by their parents, to a full-fledged profile on a social networking site, writes Mashable.

What is the futre of social networking? Everyone would like to know that. Social networking technology becomes more advanced and increased online activity makes more robust data sets available. Social networks are changing the way we interact, yes. But what does that mean and offer to people from a strategic point of view. Greg Satell shares his interresting insights.

Sometimes I don’t know whether commercials are creative or not. Make up your own mind about this Japanese blood pressure ad.

The way to the real-time future of marketing mix

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When you hear the term “marketing mix”, what do you think…? Pause! Think… Pause!

Does that sound familiar to you? For some of you it might. To others it blurs as they follow the hypes as new marketing topics that are shouting at them. Or did you listen to their silent tones? Isn’t it better to varify and understand the client before start creating a new marketing-mix.

Watching the latest videos on your Youtube channel, talking to “friends” on Facebook or following the latest conversations on Twitter is one thing. Drawing conclusions out of these conversations on the social web world is another. And taking actions like evaluating adwords versus email versus social network marketing or blogs versus micro-blogs) for your marketing mix afterwards is a third step.

Conclusions might also be that marketers realize that B2B people still read print preferably to online or love real face-to-face conversations. They might find out that these business decision makers think twice before they engage in conversations. Reasons might be social media guidelines or policies. Steps are needed (like social media monitoring) before you start understanding your own marketing mix could pay out (i.e. online and offline focus groups).

Other marketing opportunities have never died although social media still hypes. And there is a reason why the “marketing mix” phrase was created by Neil Borden some years ago. Not only as it is an easy to understand phrase. More as we use it in our daily business as marketers without even noticing anymore. It is in our DNA. It is a necessity. Will it ever be removed? I doubt it…

Isn’t it interesting that we never had something like “The ultimate approach to market your products and services”?

Obviously, there is none. In over 50 years nobody found one. Why that is? Well, the world is driven by human beings and their attitudes to become familiar and aware of new things is a dynamic process. Some people adapt quick, other slower. They prefer to get informed via paper. Some like online (via publisher platforms, social networks or blogs). Some still stay offline (as they are often on planes or trains). Others record TV news programs and watch them on-demand with their iPads. And then others use mobile readers or apps to stay up to date with their favorite brands.

Seeing the social hypes in our business world from an outside perspective, I sometimes get the feeling that marketers have to refocus on where users are in their “adaption of technology evolution”. And not invest all their money in one horse race. Or to use another business anology from a tactical HR point of view: Never let the whole sales team be on the same flight.

Where is the difference in marketing?
Is there one? If all your marketing budget goes on airport billboards and then an oil crisis comes up, the invest equals zero in terms of earn out. Or if you buy just one ad in a service provider catalogue on the web but the world uses Google and cannot find the provider in the first ten results, the budget might be wasted.

Some companies think investing in Twitter or Facebook saves their brands awareness in the future but forget that these sites go down once in a while. And then the data is gone or not accessible. Lucky are those who can be approached from other access points then – be it via a phone call (at most companies I am searching hours for a phone number), at an event promoted with social media maybe, at their corporate website, or the self-hosted community that is not on the popular social networks.

The cocktail of having different access points available, and those interacting with each other, is the marketing mix of the future. Although they might have a single target or focus the are aiming at, the marketing mix should be aligned to one common strategy: Engage the client.

Spot on!
As we are automizing our marketing more and more, we always have to keep an eye open which tools and trends are coming up. As technology evolves quite quickly, human beings tend to forget that they need to adapt their marketing mix accordingly. Having said that it does not mean they have to switch their marketing mix approach immediately. Watch out for the tipping point when your power buyers, your brand vangelists, start using different technology. This is the time when the “adaption of technology evolution” happens…

Quality or quantity – What counts on "viral" campaigns?

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The world is all about business cards. Business cards reflect the contacts that your business is reaching out for. Half a year ago, Samsung found the master of business card throwing and hired him for their new campaign. They filmed his fantastic capabilities with their (new) Samsung Digital Camcorder H205.

In the meanwhile, the video got up to 2,5 Mio views, more than 10.000 ratings, up to 2.500 comments and is number 10 favorite video in Great Britain and Northern Ireland. Other interesting stats can be found here. Watch the video again…

Spot On!
Many marketers ask me if such videos -which were widely spread- are successful in my eyes when I see the numbers. This makes me think if campaigns are still valued as of their quantity reach (popularity, clicks, views), not their quality reach (conversational, social and demographic insights). A conversation that is ongoing and best reflected in this study about social media influencers. In my eyes this campaign is definitely more succesful as it gives many insights in new markets, potential client interest, contacts for opportunities and especially tells us which and how countries are using Youtube.

In your eyes, what would you answer refering to this campaign? Would you say this is successful, or not? Curious what you are thinking…

News Update – Best of the Day

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The new report Social Media and Online PR Report 2010 by Econsultancy and bigmouthmedia shows that 95% of companies have tried Social Media and 40% didn’t really get it. The main findings on tactical use can be taked in this picture…: Facebook. Twitter an Youtube rule.

Marketers and PR people often ask what are the mian pitfalls in B2B blogging. Jeremy Victor has put together a 10-point list which I do fully support…

In the morning I was talking of the revival of the print ad if used with social or mobile elements. AXA insurance just brought it to life the idea with the ned of an iPhone.

Nielsen study: iPad users open for ads

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When the the iPad certainly was introduced by Apple’s CEO Steve Jobs it was said to be “a truly magical and revolutionary product.” This week I have bought an iPad myself and have tried to understand what the tablet is capable as a mobile business device. I cannot really say it failed. And a new study by Nielsen asking 5.000 mobile users shows us how the iPad is delivering businesses from the perspective of a new ad platform.

The Nielsen findings from their new “Connected Devices Playbook” suggest that the iPad owners are more open and responsive to advertising than mobile users of other devices – even those of the iPhone. The study shows that iPad users are more likely to buy products after being introduced to ads. And 60% of the respondents of users across the iPad, iPhone and all other connected devices responded they were “OK with advertising if it means I can access content for free.”

The magic formula for making ads for iPad users effective are interactive features: 45% of iPad owners said they were more likely to click on ads that included multimedia than 26% of iPhone subscribers and 27% of other connected device owners. Isn’t this perfect news for the launch of Apple’s iAd platform?

What makes marketers even more happy is that iPad users indicate that they buy a product via their mobile device because of an ad. 24% of iPad users made an in-store purchase compared to 10% of those who use other devices. It seems that the iPad and other mobile devices might offer a helping hand as a revenue driver to all retailers or shop-owners. Nevertheless, we might ask the question whether this is as of the new product and the hype around it, or if this will last in the future. The final question could be how Apple will change their single app sales strategy to make the use of the iPad more cost-friendly for users.

So, who is the typical iPad user? The Nielsen study says they tend to be younger and more male than users of other devices like users of the Acer Aspire One, the Kindle, the iPhone, iPod touch or the Sony PlayStation Portable. 65% of iPad users were male and under the age of 35.

Spot On!
Sometimes it is funny when you read these studies and remember your own shopping experience. Some weeks ago, when the iPad was not even available I remember a 45 year old posh women rushing into the Apple shop. She did not even realize that the sales guy next to me was explaining the benefits of an iPad to me. She just asked when the iPad will be available, got her answer and rushed out with the same urgency she came in. The sales guy was shaking his head that day, saying some of our clients are weird. When you think about how eager she was to buy the product, I can understand that advertising is still effective… not only on an iPad.

News Update – Best of the Day

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What are good case studies for viral productions? A question, I get asked quite frequently. Please find the link to a selection by AdAge which I would also recommend.

The recruiting business will have changed in 2020. Job Boards have to improve their services and social media could be one solution for it. HR managers should be looking at this list of 10 excellent innovations.

Managers think about how to use LinkedIn effectively. This video gives some advice by Mark Perl and Louis Gray on how to leverage social marketing and networking with LinkedIn.

Social Media study on digital natives released by Volkswagen and MTV

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The new international study “MePublic – A Global Study on Social Media Youth” by Volkswagen and MTV Networks presents some interesting insight into media use and value ethics in the group of 14-to 29-year-olds (digital natives). No surprise that they will respond to one of the findings: Young people want to see networking apps extend to the car… and Volkswagen already works on that app.

“With just under 500,000 fans on Facebook and over ten million visitors on YouTube since the company profile was set up at the end of 2008, Volkswagen already has one of the largest fan communities in the automotive industry. And together with our fans we are breaking new ground in the social web – as confirmed by the recent “App my Ride” competition where we gave prizes to the best developments for applications in car infotainment systems.” Luca de Meo, Group Marketing Head, Volkswagen AG.

The findings show the intensive use of new media and their commitment to brands by digital natives…
– 58% spend time on social networks on a daily basis
– 50% follow product recommendations in social networks
– 43% post their favorite brands on the social web

And the digital natives are well equipped to have best possible access to the new media.
– 94% have a mobile phone
– 92% have a TV set
– 75% an MP3 player

Obviously, there a country-specific differences as the “MePublic” the study lays open. In Japan 40% of the young people primarily use mobile access to their social network which already can be compared with some outlook on the mobile future. 57% of US digital natives use online sources prior to buying a car. In Japan it is only 38% as the young people tend to seek advice direct from the dealer.

The study “MePublic” states six user types based on criteria such as frequency of use, motivation and goal. Amongst those the characters for a “pro-social” world are i.e…
– Mediacs: most active and demanding, technically literate, strongly committed, always looking for something new
– Crewsers: social networks = place to meet up with friends
– Funatics: spectators = like to observe, but are not very active themselves

Spot On!
Generally speaking, the study shows that social networks have been added to digital natives perception of mobility. They want to be available when the are driving. When 60% of the 14-to 29-year-olds are convinced that the significance of mobile social networks will increase over the coming years, it speaks a clear language. If you fear the digital natives are “tweeting and driving”, Volkswagen takes the fear of you: “The driver’s safety remains the top priority.” This nice PR message comes along with the ambitious word about their next iPhone app called “Dieter App”. “The planned application assumes the role of the co-pilot and loyal companion and is in line with the wish for a personalized vehicle expressed by the young people”.

Is this a new approach to humanize a brand perception? Installation of apps that appear like human charaters? What do you think about the study findings?

B2B study: Content tactics marketers are using

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Content in the B2B space continues to be… king. Especially since Social Media conquers the interest of users and consumers, companies have to establish a good content strategy in order to attract the interest of their audience properly.

Junta42 and MarketingProfs, supported by American Business Media and the Business Marketing Association, made a research with over 1,100 North American B2B marketers from different industries and company sizes to understand their thoughts and trends on content topics. The study “B2B Content Marketing: 2010 Benchmarks, Budgets and Trends” is probably the most representative survey about content marketing in the business-to-business (B2B) space for now.

Most companies know the importance of content marketing and make use of it as much as possible. Nine out of 10 organizations market with content. These marketers are using eight content tactics on average. The most popular tactics are social media (excluding blogs) (79%), articles (78%), in-person events (62%) and eNewsletters (61%).

The budgets for content marketing rise. The responding B2B marketers allocate almost 26% of their overall marketing budgets to content marketing initiatives and programs. A good portion, 51% of B2B marketers, plan to increase their spending in content marketing over the next 12 months.

Still, there is no real understanding of how to measure the effectivness of the different tactics. The “confidence gap” is quite large.

Of the 79% of B2B marketers who challenge social media, just 31% of marketers think they use this tactics effectively.

The full study can be downloaded here.

Spot On!
It could be interesting to know who you think produces the most relevant content for the B2B space. Is it the publishers, bloggers, or already the companies themselves with their PR departments? And who will it be in the future? Looking forward to your statements…

News Update – Best of the Day

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Every marketer is looking for the key to Facebook success. A study by Vitrue, a social media marketing agency, reveales a secret… which is not a secret in my eyes anymore. As we know it from the email marketing era: Couponing and savings are driving engagement. Images and photos outperformed video and text by 22% and 54% in terms of engagement. Text received 63% more engagement than video when it came to Vitrue’s consumer packaged goods (CPG) brands. On quick serve restaurant (QSR) brands images got 136% more engagement than video and 182% more than text.

How are books looking like in the future? This is defintely a neat idea on how the future of massive text work could be looking like…

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The Future of the Book. from IDEO on Vimeo.

Social Media is about fans. Football as well. Just look at the power of fans in the stadium. Not virtual! Real! In paper and print!