Now that's amazing. Whilst some companies are thinking about changing the way they do marketing and still others are carefully piloting new approaches, some are just doing it.
Take P&G: since many years respected for it's solid and very successful, yet not very innovative way of advertising. These last coupe of weeks I am swamped by articles about the great stuff P&G is doing on line. And it's not the type of company that decides to shift focus and budget because that's what a senior leader has decided to do. No, this is P&G: fact, figures, research, ROI!! (or at least, that is what I expect P&G to be).
Either they attract attention because what they do on line is good, or they attract attention because they are good at ... attracting attention. One thing is for sure, they were yet again mentioned in a WARC article about a study from Deloitte, Beeline Labs and the Society for New Communications Research.
Question: what is it that these guys at P&G are doing that we should be copying? Answers, anyone?
Monday, October 12, 2009
Tuesday, October 6, 2009
On line content from advertisers
Warc reports on a Cincinnati Enquirer article about..guess who..increasingly creating on line content.
It being P&G I can only imagine they have plenty of measurement tools demonstrating the added value and ROI of such an investment.
And even if that is not the case, doing so is not stupid. They provide relevant information about their brands packaged in bite size formats for on line digestion. Entertain and inform.
The added bonus is that it enables you to capture consumer data and start that long term relationship with your prospect and future consumer.
Digital allows advertisers to become media owners of some sort.
Interesting times ahead.
It being P&G I can only imagine they have plenty of measurement tools demonstrating the added value and ROI of such an investment.
And even if that is not the case, doing so is not stupid. They provide relevant information about their brands packaged in bite size formats for on line digestion. Entertain and inform.
The added bonus is that it enables you to capture consumer data and start that long term relationship with your prospect and future consumer.
Digital allows advertisers to become media owners of some sort.
Interesting times ahead.
Monday, October 5, 2009
the power of clik through
Ad Age report on a very interesting piece of research conducted by Comscore and Starcom in the US. Only a minor percentage of people actually click on banners. Those people make up the vast percentage of click through. So what do we call them: the heavy clickers?
Does that mean that banners do not work? No, because the probability for people that have been exposed to banners to visit the site in the days after having been exposed to the ad is higher than for people who have not been exposed. And search is again playing an important role in this area.
What does it learn us: that click through is not necessarily the best metric and more importantly that you should be adapting the design of your banner based upon this knowledge.
Click through on the title to learn more.
Does that mean that banners do not work? No, because the probability for people that have been exposed to banners to visit the site in the days after having been exposed to the ad is higher than for people who have not been exposed. And search is again playing an important role in this area.
What does it learn us: that click through is not necessarily the best metric and more importantly that you should be adapting the design of your banner based upon this knowledge.
Click through on the title to learn more.
No big brother watching me
The power of on line advertising might turn against it.
Ad Age reports on a study from the University of Pennsylvania and the University of California, Berkeley. Whilst 'the Internet' allows advertisers to do behavioral advertising, the consumers do not like the tools that allow them to do so...
If consumers have to chose between being exposed to ads that are of no real interest to them, or to give up some of their privacy to be exposed to relevant ads only, they prefer the first. Maybe not the end of mass marketing after all. Click on the title for more details
Ad Age reports on a study from the University of Pennsylvania and the University of California, Berkeley. Whilst 'the Internet' allows advertisers to do behavioral advertising, the consumers do not like the tools that allow them to do so...
If consumers have to chose between being exposed to ads that are of no real interest to them, or to give up some of their privacy to be exposed to relevant ads only, they prefer the first. Maybe not the end of mass marketing after all. Click on the title for more details
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