Friday, 31 August 2007

Quote Of The Day

"With the old order crumbling, the time is right for an innovative marketing solutions model that's focused on new thinking and talents that drive success in an interconnected world,"


Stan Rapp talking about the new metrics and performance driven agency he has created - Enguage (get it?)


The full story is here...

Thursday, 30 August 2007

More Than Just Advertising

A very interesting article from AdAge discusses the (inevitable) move towards using social networks for CRM activities rather than simple display advertising - however well targeted it may be. It makes absolute sense to allow marketers to enter into conversations with users on these networks designed for multi-level conversations.


As the article points out - getting the model for this right is somewhat trickier than your average media buy. WalMart has a group on Facebook with more engagement opportunities than your average text ad, but there is still a long way to go.


More here...

Tuesday, 28 August 2007

Social Climbing

Success in Social Media is a very smart, pragmatic guide to just that - How to use social media effectively. Broken down into 12 steps, the guide covers all aspects of marketing in an era of connected communities. The guide (from MotiveLab and Buzzlogic) provides clear guiding principles around the following:

1. Establish Clear Business Objectives and Metrics
2. Reframe Your Notion of Marketing Communications
3. Clarify Your Positioning
4. Identify the Influencers
5. Listen Before You Launch
6. Integrate Social Media with SEO
7. Engage Your Audience
8. Engage Your Employees
9. Engage Your Customers
10. Be Honest and Authentic
11. Define Metrics According to Business Objectives
12. Fail Quickly. Fail Cheaply

Friday, 24 August 2007

Everyone Wants To Make Money

Fast growing Facebook is developing a new advertising system that allows marketers to target users with ads based on the personal data people reveal on the site. The company further hopes to refine the system to allow it to predict what products and services users might be interested in even.

Facebook eventually plans to grow the sophistication of the offering using algorithms to learn how receptive a person might be to an ad based on information about activities and interests of not just that given user but also his friends -- even if the user hasn't explicitly expressed interest in a given topic. Facebook could then target ads accordingly. A concept called network neighbours which I have mentioned before.

More here on the Facebook moves....

Thursday, 23 August 2007

Monetizing On YouTube (The R.O. of the I)

A year after paying $1.65 billion for YouTube, Google is moving on the ROI. On Tuesday YouTube unveiled a new form of advertising to expose to its 130 million registered users, who watch more than 3 billion videos a month. YouTube started testing its in-video ad format in June and July on more than 200 videos from 20 content providers, and found that 75% of viewers watched the entire ad. The ads had five to 10 times greater click-through rates than standard display ads that appear on Web sites according to the WSJ.

Here's how it works: Fifteen seconds into a video an ad appears at the bottom of the player window. Viewers can click on the ad while the video they originally chose is paused. If they don't click on the ad, it disappears after 10 seconds.


More here on the YouTube blog.

Tuesday, 21 August 2007

Interactive Window Shopping

Polo Ralph Lauren recently launched an innovative interactive shopping experience allowing its customers to shop 24 hours 7 days a week from outside of their store on Madison avenue (so often a center of innovation) with the touch of their fingers. An image featuring touch sensitive technology is projected onto the shop widow, by clicking on the window pane customers can shop 24/24/365. A credit card reader integrated into the window itself allows the sale to be finalised.
More here...

Thursday, 16 August 2007

TED

One of my favourite sites (and indeed, one of my favourite concepts) is TED, Technology, Entertainment Design. They recently had the brilliant idea of publishing a list of sites that are worth knowing and visiting. The sites are broken down into the following categories:
  • Curiosity & Knowledge
  • Graphics, Music & Arts
  • E-Commerce Experience
  • Searching & Finding
  • Online Resources
  • Top Interactive Experience Creators

The TED blog entry is here...

Tuesday, 14 August 2007

Who Owns What

A quick look at the site Who Owns What v2.0 illustrates that even as web 2.0 is expanding, control of the assets, platforms and companies that enable it is increasingly concentrated into the hands of a few companies. The diagram below shows the six key players and the assets they control.




Friday, 10 August 2007

Basics.

A recently released study from the eMail Experience Council and the Direct Marketing Association confirms that email is rapidly emerging as one of the most powerful marketing channels. Research from the DMA indicates that commercial email in 2007 is forecast to generate $21.9 billion in US sales and that each dollar spent on commercial email is projected to generate more than $48 in sales.
Chad White, the EEC's director of retail insights and the study's author, said "What we found was that there's a clear trend toward subscription processes that are quick and easy, and increasingly transparent." This is key to obtaining permission and staying relevant.



More here...

Wednesday, 8 August 2007

More "What Is Digital?"

It seems that David W. Kenny, the chairman and chief executive of Digitas based in Boston and part of the Publicis network agrees with my take on what digital is to marketers - At least in part. In a New York Times article, Mr. Kenny argues for a digital production play in that a lot more content will need to be created to be able to do really targeted communications to niche audiences:



The plan is to build a global digital ad network that uses offshore labor to create thousands of versions of ads. Then, using data about consumers and computer algorithms, the network will decide which advertising message to show at which moment to every person who turns on a computer, cellphone or — eventually — a television.


So digital, in this sense is addressable - as I already argued, a better definition includes addressability, interactivity and measurability. The "addressable" part only really gives you the basis to start a conversation based on some things you know about me , the interactivity and measurability provide the listening tools to create an ongoing dialog and therefore to engage with me. In my opinion, the true promise of digital resides here.

Monday, 6 August 2007

Measuring Engagement

In a new version of its Marketing Lab 2 (ML2), WebTrends is joining the race to find more meaningful data to measure engagement. This follows announcements by Nielsen//NetRatings who recently introduced a metric based on time spent while ComScore said last week that it would separate heavy from medium and light Internet users.

This new version of the ML2 product allows the parsing of visitor-level data, to assign points for certain user behaviors which then can accrue to tabulate engagement using a WebTrends Score. On and offline data can me combined to give a fuller picture over time.

Interesting. More here...

Friday, 3 August 2007

What the Heck is Digital Anyway?

A while ago, I knew the answer to that question - it kind of meant the same thing to everyone. It was interactive, the web, new media - you remember.

Not that clear anymore what it is, the only thing that I do see is that we all want to be it - clients and agencies alike are clamouring to be this (rather ill defined) thing that is digital.

In my mind, the definition - in the marketing sense - has to be based around media that are interactive, addressable and measurable...

David Polinchock over on his blog lays out the question very well. More here...

Wednesday, 1 August 2007

After The Click at ad:tech

I am at ad:tech today (Wednesday, August 1st) presenting After the Click, our approach to online marketing with my colleague Shane Atchison from Zaaz. We will cover the new laws of relationship marketing on the web and demonstrate how the currency of interactions has definitively moved from eyeballs to dollars. I will post a synopsis of our presentation afterwards, meanwhile, the critical strategies for success that we will discuss are:
  1. Decide what you want to achieve and identify the key performance indicators
  2. Monetize and prioritize your desired behaviors
  3. Measure what matters and those things you can impact
  4. Focus on the key conversion points on your site