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The value of a fan of a brand on Facebook

Submitted by eacastel on Fri, 06/18/2010 - 12:32

One of the biggest questions companies ask themselves before investing in online social marketing revolves around the challenge of evaluating the return on investment (ROI). In general companies have few benchmarks as compared with traditional media to measure the success of these campaigns.

Nevertheless, it is possible to quantify them. Starbucks got one million clients in only one day thanks to a campaign launched in social circles. Read the complete engagement study in PDF here.

Recently, a new study (PDF) was published by Syncapse whose objective was to evaluate the commercial impact of clicking on the Facebook "Like" button. The conclusion is that on average those users that are fans of a company in the most popular social network spend an additional $71.84 on products for which they are fans compared to those who are not fans.

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Considerations on geofencing and location-based SMS

Submitted by eacastel on Mon, 06/07/2010 - 14:46

As location becomes more and more relevant for users, businesses and advertisers, I am picking up a thread here from Carlo Longino/MobHappy.com and Matt Silk/Mobile Demystified that sheds light on the subject of location via SMS, still the most ubiquitous way to reach consumers on a mobile phone.

On the value to consumers of location-based ads

Multichannel 2010 is the “New Black"

Submitted by eacastel on Mon, 06/07/2010 - 13:52

Marketers are expanding their focus to include more ways to digitally and directly reach consumers, so their vendors must follow suit. It’s just smart business.

Nearly every major email service provider has announced social media integration plans in one form or another, and most have selected a mobile partner or are building messaging into their platforms.

In general, and in particular for direct marketers, mobile continues to represent tremendous opportunity. As we’ve seen with these acquisitions, the appetite for social and digital media technologies is growing.

We regularly make the point that marketers should have a multichannel strategy – one that includes email, online, mobile and social media. The more opportunities you have to reach a customer, the more opportunities you have to engage with them.

GQ sells 365 iPad mags as app download averages revealed

Submitted by eacastel on Tue, 05/18/2010 - 13:37

Apple’s iPad hasn’t saved publishing just yet, with Conde Naste revealing just 365 sales of its iPad-edition of GQ, while fresh research claims the average iPhone app sells 101,024 copies. [Via 9to5 Mac]

GQ's VP/Publisher Pete Hunsinger says: “This costs us nothing extra: no printing or postage. Everything is profit, and I look forward to the time when iPad issue sales become a major component to our circulation.” GQ is about to be joined on the iPad at Condé Nast by Glamour / The New Yorker / Vanity Fair and Wired.)

UPDATE: On May 18, GQ announced that it has sold a total of 57,000 copies of its magazine in the App Store since December. [From Peter Kafka - "GQ’s iPad App Does…Okay"]

Rethinking privacy with a mobile device

Submitted by eacastel on Sat, 02/20/2010 - 16:34

By Emilio Castellanos

We are entering times where mobile geolocation will change our concept of privacy. Whether we embrace it or become afraid of it and how it is regulated greatly depends on how we choose to use it or abuse it.

Privacy has become more elusive since the internet era. Personal information posted online on social sites along with information collected through webcam services, street cameras, records stored by financial companies, etc., is all susceptible to be intercepted by 3rd parties.

However privacy issues become even more critical when we consider the mobile device: it contains a chip which constantly broadcasts your whereabouts. This locator has been monitored by government agencies since 2005 (FCC's E911) and is now standard on all new mobile phone models. Some devices will emit a signal even while turned off.

70% of print publishers step up mobile efforts

Submitted by eacastel on Tue, 09/22/2009 - 10:56

From MC Marketing Charts, Read original article here

More than 70% of US print publishers in a recent survey say that mobile is receiving more attention at their publication this year than last, though only about one-third believe they have a well-developed plan for attacking and conquering the mobile market, according to the Audit Bureau of Circulations (ABC), which conducted the research.

The study, “Going Mobile: How Publishers Are Preparing for the Burgeoning Digital Market,” (pdf) found that most publishers are already focusing on the mobile market or planning to do so soon in an attempt to expand their brands, reach new audiences and generate additional revenue.

MMF Panel: Mobile marketing budgets growing at 26%

Submitted by eacastel on Wed, 09/16/2009 - 21:20

By Jordan Crook, Mobile Marketer

NEW YORK -- Despite the overall decline in marketing budgets nationwide, companies are allocating their marketing dollars to mobile.

This was the topic of conversation at the Mobile Marketing Association's Mobile Marketing Forum in the Grand Hyatt Hotel where Peter Johnson, vice president of market intelligence and strategy, MMA, led a panel discussion titled "Marketing Industry Research: 2009." "Our main purpose is to create a model of who we are as an industry so when we make decisions we can tell clients, ‘if you do this or that, I know what will make a difference for you and consumers," Mr. Johnson said.

Condensing the web with Google Fast Flip

Submitted by eacastel on Tue, 09/15/2009 - 11:37

Google recently released Fast Flip - http://fastflip.googlelabs.com/: a categorized collection of screenshots from print and online that allegedly allows "faster" news browsing. It is a promising experiment. Google now needs to include more publishers and level the playing field to showcase quality content. Once there are enough players users should be able to customize views, topics and sources.

Basic features include a "magazine style rack" homepage layout that lets users browse "as quickly as flipping through a magazine"; top stories and topic tabs generated by most read, most emailed and most popular partner attributes; voting and recommending to friends; personalization of relevant topics with your Google account login; and available apps for iPhone and Android.

Emilio Castellanos

Submitted by eacastel on Wed, 08/26/2009 - 17:07
Emilio Castellanos

ComScore: Online ads boost brands just as effectively as TV campaigns

Submitted by eacastel on Thu, 08/20/2009 - 10:55

By Clay Dillow, from Fast Company
Read the full article: click here

Television advertising may be some of the most expensive marketing a brand can engage in, but consumer goods brands could do just as well pouring their ad dollars into the Web. A comScore study has found that online advertising is at least as effective as television advertising when it comes to selling consumer package goods. In fact, it's slightly better.

[...] But the significant questions is this: Why are media buyers paying so much for television ad space? More importantly, why are the gatekeepers of online media selling a superior advertising tool for peanuts?

Read the full article: http://www.fastcompany.com/blog/clay-dillow/culture-buffet/online-ads-boost-brands-just-effectively-tv-campaigns

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