The Power of Search

The Twilight Series, there is a piece of useful information in the first movie. Edward Cullen says, “If you don’t believe me, Google it.” The power of the internet just keeps growing, which gives an opportunity to marketers to make more effective and personal marketing campaigns.

  

How many times a week do you think you use a search engine? Today, alone I used a search engine 12 times.

“The most recent findings from Pew Internet & American Life tracking surveys and consumer behavior trends from the comScore Media Metrix consumer panel show that about 60 million American adults are using search engines on a typical day.” – Marketing Today http://bit.ly/ee8Zcb

A market research group that is 60 million strong, which is a wealth of information at a marketer’s finger tips. The ability to find out more information and quickly will allow marketers to adapt marketing campaigns and market segmenting, even faster. Marketers would also be able to link products from a company’s product line through other interests that consumers have and see if there is a possibility of another sale for that company. The possibilities are endless with the search engines! Consumers can find a large amount of information about a company they want to do business with and the company can find out about its consumers, to market to them in a personal and effective way.

Oh Nuts - Marketing That May Have Missed Its Mark

I laughed when I saw the tennis ball smack Wee Man in the forehead, breaking open his Wonderful Pistachio. I chuckled at the Winklevoss twin, the Keyboard Cat, and the Honey Badger cracked open their pistachios. However, even though these commercials may be humorous, what are they doing to build the brand image of Wonder Pistachios?

As reported by Todd Wasserman of Mashable.com, Wonderful Pistachios have launched a very successful ad campaign. The use of C and D list celebrities and the incorporation of internet “memes” into television commercials has led to a three digit growth in sales over the past year.

However, as Rob Frankel, a LA-based branding expert, pointed out, these commercials do little to build the brand image of Wonderful Pistachios. These commercials give no information to consumers that tell them why they should purchase a $5 bag of Wonderful Pistachio’s over a $2 competitor’s bag. All these commercials are doing is pushing the sales of pistachios…any pistachios, regardless of the brand.

On a personal note, these commercials do not make me want to purchase this product. While I found some of the commercials humorous, I can barely stand the image of Snooki breaking her pistachio open on her tanning bed. This leads an important question: “What value do these celebrities and internet memes contribute to the brand image of Wonderful Pistachios?

Little, it seems.

However, Wasserman points out that Wonderful Pistachios may be using a different sort of tactic. One similar to the marketing campaign launched by the California Milk Processor Board in the early ‘90s. The goal being to increase the consumption of the general product, and not necessarily the consumption of a specific brand. Wasserman paraphrases JFK – the hope is that a rising tide will lift all boats.

Will the use of these sometime tacky celebrities lead to consumers saying, “Got Pistachios?”

Image compliments of infobarrel.com.

Word of Mouth Marketing, It still Exists!

In the digital age, it sometimes seems that the more old-fashioned way of advertising, word of mouth, is as extinct as the dinosaurs. However, it is quite the contrary. Although "word of mouth" has evolved slightly into "share through a click," the idea and foundation is still the same: sharing what you like with others in your circle and it is the cycle's repetition that can grow into a massive, free campaign.

Dave Williams, CEO of Blinq Media, recently dissected the age-old marketing tool of word of mouth in his digital contribution post to Ad Age. Williams describes the current necessity for marketers and advertisers to "maximize consumer social influence." Basically, companies must get a buy in of sorts from their consumers. This means they must enjoy the product so much, or feel so compelled by peers, that they are willing to "like," "tweet" and/or "+1" about the product for all the world to see, more importantly their portion of the social world.

The reason this whole word of mouth marketing method works is actually rooted in psychology. Contagion theories explain social construction and help us to understand why word of mouth and peer influence in marketing can be so successful. "Birds of a feather flock together," at least that's how the old adage goes, but as it turns out, it is actually holds merit. People with similar demographic and psychographic characteristics tend to "flock" to one another. Because social circles often share similar lifestyles, interests and backgrounds, they are a prime target for ad and marketing firms when it comes time to begin promoting a product.

Williams also touches specifically on Facebook, and describes some of the challenges for marketers with the new format as it relates to word of mouth. He states that information directly from the companies on Facebook is not as common with the new platform and will often be left off many news feeds, so the importance of viewing what friends "like" in news feed updates is even more imperative. It is when one person sees a friend's comment on an item, product or company, and then proceeds to comment as well, that "contagion" begins, most likely along with some celebrating among executives.

With social media showing no signs of deteriorating or disappearing, it appears as if word of mouth will continue to reign as the top goal for companies when it comes to promoting their products. And remember, 'tis the season, so don't forget to "share" with all of your friends and family and you'll be sure to end up on the marketers nice list.

Social Media Certificates?

Well this blog post by Beth Harte was definitely something that I found odd. http://www.theharteofmarketing.com/2009/01/social-media-certification-for-the-low-low-price-of%E2%80%A6.html She goes on to discuss how she has been offered Social Media Marketing certificate courses for around $1500 to become certified in social media marketing. Now here is where even someone with my limited knowledge of the subject see the total scam. Being taught how to use Facebook and Twitter in a crash course for that money does not seem like a wise career move. The real social media experts are practicing and using blogs and other medias on a daily basis. Now as she discusses how many companies will see this certificate as actually valid and bypass real marketers in social media. To me this is the real issue and not just the scam of the certificate. Somewhere someone got a great job because they wrote a $1500 check and spend 2 hours online learning to post on Twitter and Blogger.

Cause-Marketing: The New Kid on the Block

Social media is constantly changing and has become a key piece in organization's marketing mix. Not only can you connect with your friends but you can buy and sell things in virtual stores, look for jobs, recruit employees—you name it.  More and more organizations are taking to the social media airwaves to spread the word about charities, goodwill, and the causes they care about. 

People and companies like an audience and want their friends, fans, coworkers, and fellow employees to see they are doing good things.  Some of the more popular social media vehicles for doing this and reaching the masses are Facebook and Twitter.  Companies who have a more business-to-business focus may use LinkedIn as another social media tool to spread the word. 

Some of the more popular cause-campaign types, according to Mashable are:

1.       Like for Donation

2.       Simple-Action for Donation

3.       Interactive-Action for Donation

4.       Voting campaigns 

Dominating the cause-marketing vehicles over the past several years is ‘Like for Donation’.  The simple call-to-action format makes this one the most user-friendly. 

Simple-Action-for-Donation campaigns include contests or sweepstakes and are often fueled by third party applications.

In an attempt to increase user interest and make consumer activity more appealing, applications have been created and used.  Interactive-Action for Donation formats help cause-marketers drive user donations and actions.  Many of these applications have been changed and adapted for the use of online fundraising. 

Companies offer a cash or in-kind prize to causes that gather the most votes or other targeted online actions are types of Voting Campaigns.  Voting campaigns have been successful in attracting attention, awareness, and have received a lot of media attention because of the large amounts of money that is donated. 

Social media will continue to explode with new ways to reach target audiences, engage users, and adapt to social needs and wants.  The opportunities are endless for what can be done, who can be reached, and the messages that can be delivered. 

Groupthink lacks creativity and risk

The article indicates that when we work in a group of people that think alike we miss opportunities in advertising that could make a difference. We form our own jargon; make up words and phrases that take forever to explain to the outsiders.

Creativity cannot prosper in an environment where thinking different or having a nonconforming opinion is looked down upon. When we form ideas, there is bound to be several bad ideas but it’s the good ones you will always remember.

We need to be more risk takers and implement creativity into our work. Form your own ideas and do not always follow the crowd.

As Albert Einstein put it, "We can't solve problems by using the same kind of thinking we used when we created them."

Waite said, “We are dwelling in a time where the risk-taking, research-oriented advertising campaign is taking a backseat to techies who are attempting to guarantee eyeballs based on algorithms. Yes, your ad or brand will be seen, but there is no creativity behind it. It's bland, and it's based on online behavior rather than life (which research proves can be different). “

http://www.talentzoo.com/beyond-madison-ave/blog_news.php?articleID=12312

School Advertising

School fundraising has taken a dramatic turn. We no longer have to take our children’s fundraiser for over prices foods or expensive house ware items to work with us. In an attempt to bring advertising to the schools, they are now promoting companies to sponsor athletic events, organizations, and activities. I find this situation amazing. When I was in school we did not have to reach to this level for the school systems.

This could be a great experience for the kids to be involved with. If the school would migrate this into a curriculum, it could be real life experience for the kids and possibly pursue education further into that market.

http://www.talentzoo.com/beyond-madison-ave/blog_news.php?articleID=12285