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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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Sales of Wired's iPad version beat their print counterpart

Submitted by eacastel on Tue, 06/08/2010 - 10:50

A historic turn of events for the print publishing business was reached recently as sales of the iPad version of Wired Magazine beat the print estimates of 80,000 copies.

Several sources confirm that 79,000 copies of the digital version of the magazine have already been sold. Both the print and the iPad versions cost $4.99.

Yes, this is the right magazine for the demographic but the mobility of the tablet device such as the iPad and coming mobile technologies such as the new iPhone 4G should now be clearly seen as the next step for the print industry.

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.

Should media companies charge for content?

Submitted by eacastel on Thu, 03/11/2010 - 14:28

By Emilio Castellanos

To charge or not to charge for access to proprietary content online is an old idea based on a new media paradigm. The paywall has been highly debated, tested, embraced and forfeited over and over again but media companies are not asking the right question.

The bigger issue with monetization is that media companies have failed to react to the changes that have taken place in the ecosystem and still insist in serving controlled content online as gatekeepers. Media companies need to be asking questions about structure, portability, business focus and models to become more flexible, accommodate user preferences, identify emerging trends and then avidly follow them.

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.

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

iMedia: 4 reasons websites are becoming irrelevant

Submitted by eacastel on Mon, 08/10/2009 - 10:53

By Adam Broitman
Read the full article here

So much can change in a year. We have a new president, I have a new company, and the notion that a brand's main digital presence is its website is just about dead.

One year ago, I penned an article for iMedia Connection called "Learn to syndicate your brand identity." (In terms of marketing innovation, it feels like five years ago.) In this article, I explored the notion of the distributed web, which I defined as "a consistent brand presence across various social channels." I received a lot of inquiries about the article, as the concept was still new to many marketing executives. Upon reexamination of this article, my mind travelled back in time. Not too long ago, Barack Obama's presidential campaign schooled marketers about integrated marketing in the 21st century -- and the marketing world will never be the same.

U.S. Hispanics flock to web [and mobile]

Submitted by eacastel on Wed, 07/29/2009 - 16:20

Expect significant growth in this sector, eMarketer says - Published July 2, 2009 on AdWeek

NEW YORK.- The U.S. Hispanic Internet population is young, vibrant and growing -- in numbers, broadband connections and time spent online.

In 2009, there are nearly 23 million Hispanics online, about 51 percent of the U.S. Hispanic population, according to eMarketer estimates. Hispanics make up about 12.3 percent of the U.S. Internet population in 2009, and will increase to 13.9 percent in 2013.

Like its offline counterpart, this group of Internet users is young -- 63 percent are under age 35 -- and mobile. Some 81 percent of Hispanics own a mobile phone, according to the Pew Internet & American Life Project, and for 25 percent of these adults, their mobile device is their primary phone. Hispanics use more phone features, including Internet access, at higher rates than other mobile subscribers.

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