Friday, 27 February 2009

Better BT (& Dynamic Ads too)

This week Yahoo launched improved behavioural targeting and dynamic display ad creation capabilities

Search Re-targeting for Display Ads, allows advertisers to use “intent” data collected from search activity to serve relevant display ads on Yahoo’s network


Enhanced Retargeting for Display Ads, dynamically generated display ads are created and presented anywhere on Yahoo’s network based on data collected on an advertiser’s website. So, should I interact with content concerning high yield savings on the HSBC site, an ad presenting the range of CDs and savings account can be generated and displayed to me elsewhere on the Yahoo network


Enhanced Targeting for Search Ads, allows advertisers to better target their search campaigns by time of day/week and demographics. This will also allow advertisers to vary their bids for different audiences.


Another example of technology increasingly defining what marketers can do...


Tuesday, 24 February 2009

Social Media & B-to-B

A recent report from Forrester Research indicates that while business decision makers are heavily involved in social media (albeit at different levels of engagement - see below), the influence of the channel in purchase decisions remains to be proven. While 77% of those surveyed were using social media to some extent - 84% of the respondents were more likely to be influenced by peers or colleagues.... There are several already identified causes for this apparent disconnect:
  1. Lack of clarity around how - or when the BDMs use social media in their decision making process
  2. Multiple layers of decision makers, including chanel partners and different groups within organisations tend to muddy the social interaction paths for B-to-B marketers leading to lower levels of investment (time and focus) in the space
  3. Little use of social channels to build and drive loyalty, although I see evidence that this is changing as I write...

Monday, 23 February 2009

The Wisdom of (Mobile) Crowds

Buzzwire launched today a community-authored guide to the best of the mobile Web. Mobile web users can share their favourite mobile sites by selecting content they want to appear on the m.buzzwire.com by sending an SMS or e-mail message or by simply clicking on a Buzzwire button at the bottom of a story. The site lists the top twenty picks everyday - good news for users in that the ranking algorithms will generally favor quality content, and publishers because it will drive increased traffic to their mobile sites.

As Buzzwire's CEO, Greg Osberg points out, more people will be using their phone to browse the web by 2012 than will be using a PC.

More at m.buzzwire.com...

Sunday, 22 February 2009

Who Will Notice?

Quividi, a French software company is marketing an innovative device with the capability to analyse the faces of passers by who look at outdoor advertising. The software measures the attention different demographics (men, women, older, younger) are paying to outdoor media. The embedded camera provides:
  • An estimation of the opportunity to see; (OTS)
  • A precise count of actual viewers;
  • Various aggregate indices on viewership such as dwell time, attention time, "face minutes";
  • Precise viewership demographics;
  • Precise correlation between viewership and content

This obviously allows for considerable flexibility in optimisation of the message based on actual audience demographics and testing of different content...

Wednesday, 18 February 2009

A House of Cards




Radiohead lent the song "Videotape" to this ad for the UK-based housing Charity - Shelter. It is the first time Radiohead music has been used in advertising. The song "House of Cards" would have been less appropriate despite the title...

Sunday, 15 February 2009

Twitter Identikit

According to a recent survey by the Pew Internet & American Life Project, your average Twitter user looks something like this:
  • The median age of a Twitter user is 31. Whereas the median age of a MySpace user is 27, Facebook user is 26 and LinkedIn user is 40.7
  • Twitter users are slightly more racially and ethnically diverse than is the full U.S. population, most likely because they are younger – and younger Americans are a more ethnically and racially diverse group than is the full population.
  • 35% of Twitter users live in urban areas (compared to 29% of all internet users) and just 9% of Twitter users live in rural areas, compared to 17% of internet users.
  • Twitter users are more mobile in their communication and consumption of information.
  • More than three-quarters (76%) of Twitter users use the internet wirelessly – either on a laptop with a wireless connection, or via PDA, handheld or cell phone. In comparison, 57% of those who go online but do not use Twitter, and 59% of internet users as a whole connect to the internet wirelessly.
  • More than four in five (82%) Twitter users have a cell phone and use it to send text messages, while 59% of those who go online but do not use Twitter (and 61% of the internet-using population at large) own a cell phone and use it to send text messages

There are several other interesting nuggets in the report, most interesting maybe the accelerating growth of status updating as an activity. All this and still no monetization model...

Wednesday, 11 February 2009

Smart, Simple Customer Service

CRM should really represent Customers Really Manage, because they really do.... The core role of relationship marketing and management initiatives is to provide the tools for the customers to better manage their relationships with you. Disney Travel (from a company that knows a thing or two about managing customer relationships over time) has a whole department named Customer Managed Relationships...

Smart marketers are taking full advantages of the tools (read opportunities for simplification) that marketing technology affords them.

A stunningly simple tool to enhance my relationship with American Airlines has recently been launched - it's called "Remember me". Remember me recognizes my phone numbers (I can register three e.g., cell phone, home, work number) and when I call using any of these numbers, instantly pulls up my reservations and even greets me by name. If I am traveling that day, Remember me proactively offers gate and flight information, all in about 25 seconds.

Good customer service doesn't have to be complex, in fact it is invariably simple...

Monday, 2 February 2009

Mobile Gaming Demand Growing

...And - in my humble opinion - this is an early indicator of the growth to come in mobile marketing.

A recent ComScore report said 8.5 million people, or 3.8% of mobile subscribers, have downloaded a game to their cell phones.That represents 17% growth over last year powered, in the main by the growth in smartphone adoption. Apple's iPhone is leading the way, but the report has also seen growth in platforms such as BlackBerry, Symbian, and Windows Mobile. Overall, the mobile gaming market could top $4.5 billion this year.