In an informal poll, ClickZ reports that advertisers won't increase their spending once Yahoo search is powered by Bing. Out of 267 respondents, 169 responded no to the question if they'd increase their spend.
What I find fascinating about this is how can you possibly know? Ten years ago, Yahoo was the rage. Things change quickly and you really don't know what the future holds. I would certainly not automatically assume a bigger budget/share for a new entity, but there are too many unknows involved to make those decisions now.
Isn't that what makes advertising fun?
Friday, July 31, 2009
Thursday, July 30, 2009
Southern Comfort Goes 100% Digital
Southern Comfort has changed its entire media budget to digital, per AdAge. Due to network restrictions, liquor can only be advertised during evening cable shows on TV. Because the space is so crowded with competitors, SoCo could not garner pod exclusivity. The funds they spent on cable and magazines is now going online.
What's fascinating is they are able to partner with the national TV network sites with some of their key prime programming. Why do the networks accept these ads and not broadcast versions?
This strategy also speaks to the trends of the recession. A lot of twenty-somethings are cancelling their cable/satellite subscriptions to watch TV online. And they're drinking at home more often. When the economy recovers, SoCo may have gained share, but also may need to rethink this. Or not. It will be interesting to watch.
What's fascinating is they are able to partner with the national TV network sites with some of their key prime programming. Why do the networks accept these ads and not broadcast versions?
This strategy also speaks to the trends of the recession. A lot of twenty-somethings are cancelling their cable/satellite subscriptions to watch TV online. And they're drinking at home more often. When the economy recovers, SoCo may have gained share, but also may need to rethink this. Or not. It will be interesting to watch.
Tuesday, July 28, 2009
Allstate's Hispanic Value Message
Per MediaPost.com, Allstate is targeting Spanish-speaking consumers by promoting service and value. The brand is strong for this demographic and the difference between the general market is this group has already gone back to basics. Just another example of value positioning, without denigrating a brand.
Monday, July 27, 2009
Cash For Clunkers Program
"It's here! The sale you've been waiting for."
Now that the "Cash For Clunkers" program has officially begun (Time.com), it should be interesting to see how dealers advertise/promote the program. Many have been promoting it before it began, but everyone will probably jump on this now.
With the closing of many stores this year, the strong dealers have survived. One of their obvious (and sensible) strategies has been to cut back on advertising. With the CARS program (as it's officially called) having limited funds, dealers will need to stand out from their remaining competitors.
What should be fascinating is the dealer-created modifications to the program. Chrysler was out of the gate with the matching program. How many dealers are going to offer discounts on vehicles that don't qualify? Even though the used car market has been stronger than new in the recession, will they offer their own program for used?
How confused with the consumer be? Will this become a free-for-all? Or, will the surviving dealers use sounder communication strategies? It will be interesting to watch this play out.
Now that the "Cash For Clunkers" program has officially begun (Time.com), it should be interesting to see how dealers advertise/promote the program. Many have been promoting it before it began, but everyone will probably jump on this now.
With the closing of many stores this year, the strong dealers have survived. One of their obvious (and sensible) strategies has been to cut back on advertising. With the CARS program (as it's officially called) having limited funds, dealers will need to stand out from their remaining competitors.
What should be fascinating is the dealer-created modifications to the program. Chrysler was out of the gate with the matching program. How many dealers are going to offer discounts on vehicles that don't qualify? Even though the used car market has been stronger than new in the recession, will they offer their own program for used?
How confused with the consumer be? Will this become a free-for-all? Or, will the surviving dealers use sounder communication strategies? It will be interesting to watch this play out.
Thursday, July 23, 2009
The Oldest Form of Advertising Goes 21st Century
The oldest form of advertising is word-of-mouth. Difficult to control, but the price is right.
Twitter can help small businesses - many without ad budgets - take their game pro.
An article in the NYT highlights some examples.
This social media tool is certainly not a threat to mass advertising, it just helps businesses create relationships with their customers, for sales and customer service.
Even if someone doesn't think they have time for it, they should at the very least set up alerts to see if customers have negative comments. It's better to address them quickly before they tell everyone they know - online and off.
Twitter can help small businesses - many without ad budgets - take their game pro.
An article in the NYT highlights some examples.
This social media tool is certainly not a threat to mass advertising, it just helps businesses create relationships with their customers, for sales and customer service.
Even if someone doesn't think they have time for it, they should at the very least set up alerts to see if customers have negative comments. It's better to address them quickly before they tell everyone they know - online and off.
Wednesday, July 22, 2009
Keeping Your Site Fresh - Yahoo! Example
Online marketers should learn from Yahoo!'s response to their decline in advertising and user experience. They redesigned their site due to diminishing results. From DMnews.com.
Sites need to continue to be relevant to their readers/customers and allow for personalization and integration. Online use changes and sites need to be revamped to take this into consideration. To just "freshen" them may not be enough.
What do your readers/customers want? How has their use changed? For example, a growing segment on Facebook is women 45-69, who now use it to keep up with their children and grandchildren. If you have a Facebook Fan Page, is it integrated with your site?
Can your site be personalized for your customers? It may be time to take a look at what you're offering.
Sites need to continue to be relevant to their readers/customers and allow for personalization and integration. Online use changes and sites need to be revamped to take this into consideration. To just "freshen" them may not be enough.
What do your readers/customers want? How has their use changed? For example, a growing segment on Facebook is women 45-69, who now use it to keep up with their children and grandchildren. If you have a Facebook Fan Page, is it integrated with your site?
Can your site be personalized for your customers? It may be time to take a look at what you're offering.
Tuesday, July 21, 2009
Online Advertising Needs to Be Interactive
I don't use the "interactive" term often anymore. It seems so 1997. Yet consumers strongly prefer their marketing message on demand online.
New research shows viewers don't like pop-up ads, ads that expand when moused over or not. From Adweek.com.
Advertisers are realizing this because the growth budget areas are in search engine marketing and social media. From emarketer.com. The consumer is interacting with the search engine or choosing to join a company's social network.
The concern now for print media is keeping revenues while their readers consume their product online. Consumers still want news and information, they just don't want banner ads covering the content. If only the sites could ask the reader what they were interested in and then send behavior/interest related ad content with it. The Google content network attempts this, but there needs to be a better way for the newspaper sites.
It will need to happen for the industry to survive and thrive.
New research shows viewers don't like pop-up ads, ads that expand when moused over or not. From Adweek.com.
Advertisers are realizing this because the growth budget areas are in search engine marketing and social media. From emarketer.com. The consumer is interacting with the search engine or choosing to join a company's social network.
The concern now for print media is keeping revenues while their readers consume their product online. Consumers still want news and information, they just don't want banner ads covering the content. If only the sites could ask the reader what they were interested in and then send behavior/interest related ad content with it. The Google content network attempts this, but there needs to be a better way for the newspaper sites.
It will need to happen for the industry to survive and thrive.
Monday, July 20, 2009
The Enduring Recession?
Per Adweek, consumer shopping habits in response to the recession will continue after the recovery.
The article mentions some research/testing, but it would be interesting to see more. The gas price example for the car business is based on advertising promoting mileage. The manufacturers have stepped up production, but the sales ratio to less efficient vehicles is not what you'd expect.
The recession has caused people to rethink their habits, but it will be interesting to see how "sticky" they are when consumer confidence is much higher. Consumers may feel like they're sacrificing now, but like changing a diet, it's not always effective long-term.
Buying habits will probably never be the same because companies have to "reinvent" themselves a bit in a recession. To go backwards might alienate new customers.
The key may be refining and defining your brand for your core and new customers. As the economy improves, you may want to test some older strategies that don't deviate too far from your updated positioning.
The article mentions some research/testing, but it would be interesting to see more. The gas price example for the car business is based on advertising promoting mileage. The manufacturers have stepped up production, but the sales ratio to less efficient vehicles is not what you'd expect.
The recession has caused people to rethink their habits, but it will be interesting to see how "sticky" they are when consumer confidence is much higher. Consumers may feel like they're sacrificing now, but like changing a diet, it's not always effective long-term.
Buying habits will probably never be the same because companies have to "reinvent" themselves a bit in a recession. To go backwards might alienate new customers.
The key may be refining and defining your brand for your core and new customers. As the economy improves, you may want to test some older strategies that don't deviate too far from your updated positioning.
Wednesday, July 15, 2009
Emotional v. rational messages during recession
Here's an interesting post about emotional v. rational messaging during a recession.
As I've been researching how companies are trying to maintain their brand, yet promote value, I'm finding a lot of opinions about maintaining budgets. What's more important is maintaining share of voice. Media costs have dropped. The logical conclusion is you can keep your share of voice with a smaller budget. This is, of course, if your competitors are keeping their share of voice. If they've cut back, you may be able to cut a little as well. The key is share of voice, not a set budget.
What I found interesting about this post was the creative strategy. People buy on emotion, but rationalize their choice with logic. This hasn't changed. The emotions may have changed. It's time to tap into what consumers are concerned about. Marketing is about solving problems. The problems have just changed. The companies that survive and prosper know how to tap into this.
As I've been researching how companies are trying to maintain their brand, yet promote value, I'm finding a lot of opinions about maintaining budgets. What's more important is maintaining share of voice. Media costs have dropped. The logical conclusion is you can keep your share of voice with a smaller budget. This is, of course, if your competitors are keeping their share of voice. If they've cut back, you may be able to cut a little as well. The key is share of voice, not a set budget.
What I found interesting about this post was the creative strategy. People buy on emotion, but rationalize their choice with logic. This hasn't changed. The emotions may have changed. It's time to tap into what consumers are concerned about. Marketing is about solving problems. The problems have just changed. The companies that survive and prosper know how to tap into this.
Monday, July 13, 2009
SEM Showing Signs of Recovery
After declining for several quarters, spending has stabilized through 2nd quarter, 2009. From MediaPost.com.
Microsoft's new search engine, Bing, improved their share. Yahoo's share was up, but Google's was down, due to increased efficiencies.
What's interesting is automotive, retail, travel and finance spending was up. These categories have been hit hard by the recession and it's good to see consumer interest in these products is changing.
If the legislation to require opt-ins for behavioral targeting passes, SEM should see growth.
Microsoft's new search engine, Bing, improved their share. Yahoo's share was up, but Google's was down, due to increased efficiencies.
What's interesting is automotive, retail, travel and finance spending was up. These categories have been hit hard by the recession and it's good to see consumer interest in these products is changing.
If the legislation to require opt-ins for behavioral targeting passes, SEM should see growth.
Sunday, July 12, 2009
Check Twitter for Bargains
Today's Sunday edition of the WSJ instructs readers how to use Twitter for bargains.
If you're not using this strategy, are your competitors? You may want to check.
Even if you don't offer coupons, what other things can you give your valued customers?
If you're not using this strategy, are your competitors? You may want to check.
Even if you don't offer coupons, what other things can you give your valued customers?
Focus
Now that I've been blogging for a few weeks, I've decided it's time to focus on a few advertising/marketing issues, instead of just random issues I browse upon.
The five areas I will continue to blog about are:
1) Brand image versus value in a recession economy.
2) Online media trends. How does shifting budgets from traditional advertising generate better results?
3) Finding new markets in this economy. This includes elder care, medical records, environmental technology and other areas that are growing.
4) Customer retention programs. How to stay relevant to your existing customers, whether it's through social media, CRM programs or events.
5) The use and application of research to marketing/advertising decisions. This includes TV ratings, DVR usage, qualitative versus quantitative information, and measuring results against objectives.
The other items that don't fit these parameters have been deleted.
If you have questions or insight about any of these topics, please feel free to contact me by posting a comment.
Happy reading!
The five areas I will continue to blog about are:
1) Brand image versus value in a recession economy.
2) Online media trends. How does shifting budgets from traditional advertising generate better results?
3) Finding new markets in this economy. This includes elder care, medical records, environmental technology and other areas that are growing.
4) Customer retention programs. How to stay relevant to your existing customers, whether it's through social media, CRM programs or events.
5) The use and application of research to marketing/advertising decisions. This includes TV ratings, DVR usage, qualitative versus quantitative information, and measuring results against objectives.
The other items that don't fit these parameters have been deleted.
If you have questions or insight about any of these topics, please feel free to contact me by posting a comment.
Happy reading!
Thursday, July 9, 2009
Online Privacy Bill
A new online privacy bill could change the way advertisers use behavior targeting. (http://tinyurl.com/km39pz)
Basically, advertisers can buy ad space to target you based on other sites you've visited. The "cookies" in your browser provide this information. For example, if you look up information about a car at kbb.com, car ads might start showing up as you browse online. This bill will require you to "opt-in" as you browse.
The obvious benefit to advertisers is better targeted ads reaching the right consumers.
This will then shift the focus of online advertising to paid search. The consumer controls the topic, so no "cookies" are involved.
It will be interesting to see how this plays out.
Basically, advertisers can buy ad space to target you based on other sites you've visited. The "cookies" in your browser provide this information. For example, if you look up information about a car at kbb.com, car ads might start showing up as you browse online. This bill will require you to "opt-in" as you browse.
The obvious benefit to advertisers is better targeted ads reaching the right consumers.
This will then shift the focus of online advertising to paid search. The consumer controls the topic, so no "cookies" are involved.
It will be interesting to see how this plays out.
Tuesday, July 7, 2009
Research is only a guide
In Mediapost.com, eMarketer issued a report of online measurements not accurately taking branding into consideration. http://tinyurl.com/mg8ft7.
With any results, it's important to evaluate your results versus your original objectives. When measuring branding, you don't use a retail-type measurement to evaluate your results. As the report states, targeting and relevance is much more important the the number of impressions.
One of the beautiful strengths of Internet advertising is quantifiable results. It's also a disadvantage if you use measurements that don't coincide with your communication goals.
With any results, it's important to evaluate your results versus your original objectives. When measuring branding, you don't use a retail-type measurement to evaluate your results. As the report states, targeting and relevance is much more important the the number of impressions.
One of the beautiful strengths of Internet advertising is quantifiable results. It's also a disadvantage if you use measurements that don't coincide with your communication goals.
Monday, July 6, 2009
Frugality is the new black?
Research from 4th quarter '08 and 1st quarter '09 shows the obvious - frugality is becoming popular. http://tinyurl.com/n6tld2.
What's interesting is the younger end of the baby boom, called the "Jones" generation because they're busy keeping up with the Joneses, has been coddling their children for years. These are the "helicopter" parents who hover over their children.
The good news is more opportunity for value brands!
What's interesting is the younger end of the baby boom, called the "Jones" generation because they're busy keeping up with the Joneses, has been coddling their children for years. These are the "helicopter" parents who hover over their children.
The good news is more opportunity for value brands!
Wednesday, July 1, 2009
Agencies & Internet Firms Unite
Some major Internet companies and ad agencies have finally realized they need to work together instead of seeing each other as competition. Here's the NYTimes article.
What amazes me is agencies should be the first to seek out new media and yet they seem to fight it. Clients want (and need) integration.
Everyone seems to forget that consumers don't live in a vacuum - they see, hear, and feel all different types of messages. To not be integrated does not serve anyone well.
What amazes me is agencies should be the first to seek out new media and yet they seem to fight it. Clients want (and need) integration.
Everyone seems to forget that consumers don't live in a vacuum - they see, hear, and feel all different types of messages. To not be integrated does not serve anyone well.
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