Stunning, powerful and viral. That's the goal of a marketing campaign. Often, we witness campaigns that are either too sales or corporate image driven. They could still work, but creativity is all they need to ensure money is better spent. Today, a campaign has to be both entertaining and newsworthy as consumers are increasing immune to advertisements. To capture their attention, a campaign has to be interesting, clutter breaking and something that people would want to share and pass on. (we have a list of digital examples here) That reminds me of Goodby ...
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May 27 2010
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Social Media Is Not Irrelevant To B2B Companies
The debate of whether social media is effective for B2B companies has existed for a long time. There are very valid questions about social media’s relevance to business, and its ROI. According to eMarketer, 46% of B2B respondents revealed that social media is perceived as irrelevant to their companies. Traditional marketing tactics were preferred, and even with social media engagement, 34% of respondents were not measuring ROI. While it is indeed harder to relate B2B companies to social media, there are huge opportunities to look into. Companies, such as Pipersport, are successful examples. Most ...
May 26 2010
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The Difference Between PR, Advertising and Branding
These are some terms that we're quick to use but, at times, find it hard to define. The visual below uses simple dialogue to explain these terms succinctly. Take this information with a pinch of salt though. "Marketing" isn't really well explained here. Back in 101, marketing involves 4Ps and overlaps with branding, PR and advertising. (You can learn more here). Otherwise, this visual is sure to bring you laughter, especially for those who’re in the relevant field.
May 26 2010
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Uniqlo Lucky Line Twitter Campaign Goes Wildly Viral
What are the chances of seeing an Asian topic on Twitter’s Worldwide Trending Topic list? Pretty low but Uniqlo, one of Japan’s largest casual wear retailers, did it. In fact, the campaign (launched to celebrate Uniqlo’s 26th birthday) is so well received that it has dominated the trending top spot for 2 consecutive days! No need for sophisticated strategies. The idea is amazingly simple. Its “lucky line” allows Twitter users to “queue” via a tweet and every 26th user who joins the virtual line will receive a coupon worth ¥1,000. So, the queue ...
May 22 2010
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How Social Media has Changed Word of Mouth Marketing
If advertising is great in generating awareness, then word of mouth marketing is great in persuasion. What your friends say about a product has more weight than an ad message; and the "friends" I'm referring to don't necessary have to be the people whom we personally know. We very often find ourselves searching for product reviews, which we find convincing enough to influence our purchasing decisions. McKinsey and Co. estimated that 2/3 of the economy are influenced by personal recommendations, which are now more easily made and found through social media. The slides below ...
May 20 2010
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Craft Marketing Campaigns With Your Target Audience In Mind
What are the points that come to your mind when you’re tasked to craft a marketing plan? Probably the campaign's goals. That’s undoubtedly the most crucial point in any plan. Goals define how successful a plan is. So, what’s next? Maybe message, medium or even creative ideas? … If that’s your answers, you have missed out the people who keep your job or business alive. Before your plan even started, you have already neglected your consumers – your campaign's target audience. Social Media Revolution We’re experiencing the social media revolution. Marketers have never taken ...
May 18 2010
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Digital: The Future Of Advertising?
Google executive, Nikesh Arora, made a bold statement about the future of advertising. “People are shifting their spending dollars more and more to the online world – whether it be direct marketing, or advertising, or branding. And that follows industrial marketing logic which is that you have to go where the eyeballs are, where the customers are…I personally expect in the next five to eight years 30% to 50% of advertising will be digital”. The argument is simple. As technology advances, more people are connected through the Internet, not only at home ...
May 17 2010
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What Social Tools Are B2B Marketers Using? [STATS]
According to a research by Genius.com and BtoB magazine, 5 out of 10 business-to-business (B2B) marketers aren't using social platforms like blogs and Twitter. Facebook is slightly more popular with about 58% using the giant social-networking site for marketing purposes. (This re-affirmed an earlier study that highlighted Facebook's effectiveness.) Unsurprisingly, LinkedIn, a professional social-networking platform, where user base mainly consists of high profile executives and people who're more business oriented, is used by 75% of the respondents. 94% also use marketing analytics like Google Analytics or sentimental analysis to keep track ...
May 11 2010
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Early Adopters Of Twitter Promoted Tweets Claim ROI Success
Promoted Tweets early adopters are chirping the new advertising platform's praises. Brandweek reported that big brands like Virgin America, Bravo TV and Red Bull are extremely pleased with the impact and ROI brought forth by Twitter's advertising platform. Among them, Virgin seems to be the brand that is enjoying the most success so far. On the day when Virgin's Promoted Tweets campaign went live, the airline recorded its fifth-highest sales day in the entire airline’s history. It was said that Twitter's viral retweeting culture and having the Virgin brand associated with the ...
May 10 2010
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5 Digital Advertising Platforms To Watch
In the past years, Google has dominated the digital advertising realm through its Adwords platform. However, as technology blossomed, it changed the way we interact and live. The burst of social media sites is one phenomenon we’re all witnessing at the moment. Mobile, too, is seen as the next big trend. Each trend never failed to command a massive number of users (duh it’s a trend!) and with the company of user data, it makes these technologies perfect platforms for marketers to perform their work and reach out to millions. As tech savvy ...
May 10 2010
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How Print Media Has Embraced Social Media [PICS]
The ads you’re about to see are probably some of the finest "brews" you can get from mixing social media with print media (typically Wonderbra). They have amazing powers to attract eyeballs, “wow” viewers and strike conversations among friends. Why? Because most of us are participants in Facebook and Twitter and surely we have an opinion about the ad and the brand. It can’t be help but to see these businesses possessing a fun and innovative personality. It’s the associations that social media has induced, making the brand seems more trendy and ...
May 8 2010
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4 Tips To Maximize Your Display Ad Campaign
Browsing through a heap of RSS feeds, I stumbled upon a interesting article by Jeff Hackett from comScore, where he shares his 4 tips toward better display ad performance. Even though social media has stolen the limelight in recent years, statistic has shown that display advertising spending continues to grow. This highlights its importance and also the need to reap maximum benefits from the investment made. Here are the four summarized tips. #1. Avoid Clutter If a webpage has too many ads, you can forget about advertising on that page. Your ad message wouldn’t ...
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