July 25, 2008

Interactive, direct and new media.

Why is twitter important for marketers? Posted on Twitter of course; the responses:

brianmark It can open a conversation between marketers and customers with little effort.
KeriMorgret Easy way to get informal research..either direct questions, or by watching what people say about your brand/product area.
martinbowling it helps marketers by providing them a captive audience to promote materials & interact with influencers & niche linkerati
oilman twitter can be a great personal brand builder - #TTwT is freakishly successful so far
ioerger Can Twitter help marketers? Twitter is the instant feedback loop marketers use to understand if they are on the right track.
chiropractic marketers benefit from twitters ability to move info rapidly. Views, votes, comments, retweets, and more help spread seeds.
Honorable mention to the cheeky willcritchlow: by distracting their competitors...

Search continues to get more refined as Google combines the best of 'ad words' with 'ad sense' meaning we can now control placement and pricing. You can now control whether an ad appears based on both key word and site placement match - a much more precise method. In the short term this means search specialists will have their hands full helping managers understand how best to drive tactics.
Video on pitching new services (interactive to traditional brands) - case studies, show interesting things, practice what you preach, understand metrics, focus on demographics.
B2B Marketers use a variety of resources to find the content they use in materials. According to Junta42 30% of B2B marketing budgets is spent on custom content delivered in a variety of ways (newsletters, white papers, and case studies top the list). The sources of information suggest an intertwined network is at work. Sources:
- Online searches (30%)
- Asking a colleague/friend (28%)
- Reading an industry publication (13%)
- Using internal resources to produce content in-house (15%)
- Going to their agency of record (11%)
- Hiring a consultant (3%)
Quote: Lee Clow, global director of media arts at TBWA Worldwide, told the 4As Leadership Conference that the Web has bright future in telling brands' stories, but that as yet, the medium has not lived up to its branding potential. "Online advertising is still semi-nowhere," he said. "It's very intrusive and annoying and kind of the worst of our business in terms of pop-up and flash, and jump up and down...(online branding) is going to become more artful; it's going to become more interesting...but it's going to take creative people to embrace the possibilities of what you can do on the internet in terms of advertising and storytelling and make it a little better and smarter."
Local search will move to mobile. Juniper report suggests 30% of cell phone subscriber base will use local search services and this will capture 40% of the mobile advertising revenue.
Keller Fay and Baby Center research identifies a life stage where WOM reigns supreme: today's pregnant women and new moms engage in one-third more word of mouth conversations per day than the total public or women, and 60% of conversations among the studied group carry with them a recommendation to buy, try, or consider the brands under discussion.