I have to love the story that ABC has some sort of super-secret metric for their advertising that proves beyond a shadow of a doubt that those ads lead directly to sales for the advertisers. Unfortunately they can’t prove it because advertisers are reluctant to share numbers on the resulting sales.
Pretty sure I and most of the people I know were already aware of the notion that, in our role as marketers, being polite to people on social networks and not hammering them with irrelevant invitations or messages was a good idea. But just to reinforce that fact the Internet Advertising Bureau in the U.K. has issued a statement to that effect.
Statements being made by the FTC and other governmental regulators make it sound like the window for self-regulation of the behavioral-targeting ad industry might be closing soon. While there are no proposals being bandied about yet, if the big players in this market don’t come up with some guidelines that protect consumer interests and lay out best practices as well as restrictions, it’s clear the FTC is ready to step into this conversation. Unfortunately a rampant outbreak of Don’tKnowWhatTheyreTalkingAbout seems to have broken out among the lawmakers.
General Mills has recruited 900 bloggers – 80% of which are moms – into a new product sampling and review program. Deals like this that are huge in scope and give the marketing industry media an excuse to write the word “mommyblogger” often get a lot of coverage and analysis while more targeted efforts often languish. The program, and others like it, is designed to take advantage of the fact that women put a lot of weight behind the reviews of other women they consider peers in online communities.
If there’s a decent call to action and some value for the consumer, smartphone users are actually clicking on ads they see on their mobile devices.
Media buyers and agencies are embracing the change enacted by some cable news channels that keeps the crawl of news at the bottom of the screen going during commercial breaks. Instead of being concerned it distracts from the ad they feel it’s helping people pay attention and not fast-forward if they’re doing some time-delayed viewing.
An upcoming Forrester report on the state of the interactive advertising industry shows there’s still growth occurring and in it future, with “social media” programs being the biggest winner in terms of percentage of dollars. Mike Manuel, though, points out that “social media” touches a number of different departments and not all of this is going to marketing initiatives.
Greg Verdino writes about the idea of “earned attention” as being something the marketing industry needs to shoot for and I couldn’t agree more.
A new study shows that cross-media multi-tasking, specifically instances of people going online while also watching prime-time programming on television, almost doubles between Monday and Thursday. That could be a boon to advertisers who include a URL in their ads since it means people could immediately react and go to their site, but that would necessitate a strong call to action to visit the site, which is something most ads astoundingly lack.
More people are watching more content on multiple platforms according to research from Accenture. Some of the stats are a tad misleading – the story shifts from talking about television-type shows to the more generic “online video” and I think there’s a broad swath of content they’re talking about – but overall I agree with the notion that as content becomes available on more platforms people will shift their habits to whatever fits their needs.
The Chicago Tribune has put the brakes on a program that allowed online readers to access and comment on stories that had yet to be fully vetted and published. The kibosh came from editors who received complaints from writers and other staff members over this extraordinarily unorthodox idea.
Consumer feedback site Yelp.com is now allowing businesses to participate in the discussion and correct any incorrect information. There are a number of guidelines they must follow (stay on topic, this isn’t an advertising forum, etc) but it’s nice to see businesses being given an opportunity to at least respond.
The idea of collecting sales tax on online purchases is gaining steam once again as states continue to see falling local sales tax revenue and eye enviously states like New York that instituted such a tax last year.
Seems even with concerns about spending being on their minds, grocery shoppers are still giving increased weight to a manufacturer’s sustainability and other “green” practices when deciding what brand to purchase.
I’m torn between thinking the new initiative by Toys ‘R’ Us to put packaged goods and everyday staples in a new front-of-store section is either the best idea ever or the worst thing possible.
Erin at Queen of Spain is calling out all the people who think of themselves and call themselves “mommybloggers” but don’t actually talk at all about their lives as moms, instead filling their sites with reviews and promotions. Kelby Carr hits some similar notes as well.
Data portability – functionality that allows online users to use a single login for multiple sites – will lead the push into the next wave of the social web according to a new report from Forrester Research. The thinking goes that even sites without a social networking component will be able to add “members” (there are hints of this in Google Friend Connect and other tools) and will be able to customize content based on the data these people bring with them about themselves and their networks.
Apparently people use Twitter for timely information updates. Huh. Similarly it’s not that surprising that Twitter doesn’t have a huge return-visit percentage, with a lot of people who sign up with outsized expectations not returning to it the next month. Those numbers are questioned, though, since a lot of people wind up not visiting Twitter but using a third-party app like TweetDeck