Marketing Pilgrim Published: "What's Old Is New: Google Offers Circulars to Advertisers" plus 4 more |
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| What's Old Is New: Google Offers Circulars to Advertisers Posted: 04 Oct 2011 06:07 AM PDT How many years have we been talking about the death of the newspaper? In fact, we used to talk about it a lot more because we were watching the industry die. That talk has been replaced by practically ignoring the medium altogether because I suppose it has slipped into the irrelevant phase of its slow and painful demise? Whatever the situation actually is there is one irony in a new advertising product that Google will be rolling out today with large brands (like Macy's and Best Buy) called Circulars. Mashable got a look at these "new" ads".
Apparently not all the news that was fit to print will be dying with the newspaper industry. I wonder if Google will next try to reproduce the feeling of that extra bulky and clumsy Sunday paper experience. Maybe they will make an ad that looks like you just dropped all the Sunday circulars on the ground and the user can click on the corner of the one he or she picks up first? Cool. A digital recreation of the exploding Sunday newspaper. What great times we live in. Here is a quote from Google explaining this new approach
One thing that hasn't changed whether it's regarding a newspaper or a digital ad is the goal of advertising: putting fannies in the stores. It's comforting to know that no matter how much we progress some things will never change.
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| Search Poised to Take Larger Share of Mobile Ad Spend Posted: 04 Oct 2011 05:43 AM PDT
Dark assessment? Maybe but if you feel that it is not true explain to me how it works otherwise. How else could you explain the Internet industry's tendency to place search off to the side when the evidence shows that it is still growing in its effectiveness especially in the emerging mobile space? eMarketer is, in fact, predicting that search will be taking more and more mobile ad spend dollars over the coming years. Of course, these are projections and predictions but the possible trend merits some consideration.
Along with search, video will continue to grow at a healthy clip in the mobile space. With some of the ideas about original video content production on YouTube that are being thrown around today, this makes sense. Even I have used my smartphone for video more this year as a Verizon customer since I can watch the NFL's Red Zone as part of my Verizon service. It saves me money, gets me the content I desire AND I can watch it anywhere. As Charlie Sheen would say "Winner, winner chicken dinner!" So that you messaging types won't get into a tizzy over the shrinking size of the pie eMarketer is predicting for you, remember that the slice may be smaller but the pie is MUCH larger so the actual dollar amounts spent on messaging ads will still be there. So why do we push search to the side in many case when it is still the most consistent performer for ad delivery in this age of social media? Is it not sexy enough? Is there enough shine taken off of it that it has simply been prematurely tossed aside like those Christmas gifts? Well, I think the smart kids will be the ones that recognize value where value lives and continue to grow their search marketing efforts even in our new "social age". Remember, social is about opinion gathering while search is more about fact finding. And in the frugal consumer days that lie ahead it's the facts that will win the day. What's your take?
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| Pre iPhone 5 Hype: Android Activations Approach 1 Million Per Day Posted: 03 Oct 2011 02:25 PM PDT The iPhone 5 is just around the corner. Sprint is betting the farm on the new device. Some are reporting that Sprint may have an exclusive on the new smartphone for a while (rumor alert). All that said, the chart below from Business Insider (data supplied by Michael DeGusta) says that by October 20 there could be 1 million new Android activations each and every day.
So whose got whom by the "you know whats"? It's a tight race that only promises to get more intense as the social mobile movement continues to evolve. I honestly don't see a clear victor. The camps are set and there seems to be plenty of users to fill both sides with fan boys. So what's your choice? iOS or Android for smartphone. As for tablets that's another discussion completely, wouldn't you agree?
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| People Are Talking About Facebook's New Metrics Posted: 03 Oct 2011 02:01 PM PDT
Facebook is making an attempt to quantify these connections with new metrics for Pages. Once the product is launched, you'll find these new details on the Insights tab which is open to any admin on a Fan Page. The first new metric is currently being called "People Are Talking About This." A long label, but it really speaks to whole idea behind social media marketing. This number represents an accounting of all user-initiated activity related to your company's Page. It counts wall posts, comments, likes, shares, check-ins, photo tags, recommendations, etc. Pretty ambitious, but if it works, it's probably the closest we'll ever get to seeing the real value of a Facebook Page. Next we have "Friends of Fans" and "Weekly Total Reach." Both of these numbers attempt to quantify how far your brand name has gone, beyond the page itself. In addition to providing these numbers for your brand Page as a whole, they're also launching page level data going back 500 posts. Here you'll see potential reach, number of engaged users and number of people talking about the post. Then, Facebook does the math for you, by applying a "Virality" score which is the number of people talking, divided by all the people who saw it, to determine how "viral" the post is.
Here's the thing. With complex algorithms behind each of these columns, you're never going to understand exactly where each number comes from. The reality is, you don't need to understand. What you need is regular data over a period of time. When the numbers rise, then you're doing something right. When the numbers drop, you're off track. It's (almost) that simple. Sure, you have to allow for changes of season and natural disasters and all encompassing fascinations with the latest trends, but the more data you have, the more patterns will emerge and that's what you need in order to plan your attack. Watch for the new Insights program to hit your Page sometime in the next few weeks.
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| Tricks and Treats: Halloween Marketing Comes to Facebook Posted: 03 Oct 2011 01:52 PM PDT It's October and you know what that means. It's time to brew up some scary Halloween-themed marketing for your Facebook page. Here's how a couple of the big boys are doing it. Target Target knows that recommendations are everything in social media marketing, so they've created an app that involves your friends in the biggest decision of the season: "What costume should I wear?" The app offers a variety of subjects in the drop down, from personal costume choice, to your kids, parents, babies and pets. Using the catalog at the bottom of the app, you choose four options then ask your friends to vote via the share button. The app also directs you to Target's full costume catalog and coupons for deals on candy.
The National Fluid Milk Processor Promotion Board The Got Milk folks, got nostalgic with their tribute to a pop culture icon. It's the Peanuts gang, all done up in their Halloween best while enjoying a chocolate milk treat. It may be an ad, but you can bet thousands of people will click the download button to get a blow-up of the poster. Mike's Hard Lemonade Mike's invites you and your friends to get Zombified with a simple photo transformation app. Add blood and gore to your photo then share it on your wall or add it to the gallery on the Mike's page. The "Keep the Party Screaming" online campaign will be supported with in-store signage as well as online ads. Speaking of Zombies. . . Back in May, the Center for Disease Control put up a blog post called Preparedness 101: Zombie Apocalypse. Using tongue-in-cheek humor, the serious, government website teaches you how to put together a survival kit and plan in case of zombie invasion (or earthquake, hurricane or other natural disaster). Though not specifically Halloween themed, it's a brilliant example of how you can use the trending holiday to market whatever it is your selling — even public safety. Halloween marketing isn't just for candy and costumes. How are you using the holiday to promote your business?
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