Centers of Excellence: Digital Marketing
The Naked Brand
Posted by David Goldberg in Digital Marketing, Uncategorized on March 14th, 2012
“Being great is the new brand,” according to Questus founding partner Jeff Rosenblum. “It’s no longer about saying you’re great.”
His spirited keynote address used his upcoming documentary,The Naked Brand, to illustrate the best and worst across the brand landscape. Among the highlights:
- American companies spend roughly $150B annually on advertising; more than three times the amount of the next biggest spender (Japan).
- By contrast, U.S. brands rank 11th in R&D expenditures.
-The marketing revolution began with search; it shifted the balance of power to the consumer.
- The days of telling a customer what to think about your product are over.
- Technology allows us to tell real-time stories and 80% of Americans have a super computer in their pocket.
- Trust in corporations and brands is at an all-time low.
- Advertisers are still using digital to do what they’ve always done. The consumer, however, is re-shaping the experience.
- While banner ads and television advertising remain effective, 1 of 1,000 banner ads are viewed and only 1 of 9 tv spots.
- There is a glut of information. Yahoo has 256 links on its homepage. (Jeff claims to know this due to Questus’s “intern torture” program).
He closed his presentation with the documentary’s compelling close-up look at Zappos! and its total reliance on a culture of happy employees to define the brand. The film shows CEO Tony Hsieh sharing his belief that, “Brand is a lagging indicator of culture.”
A must-see for marketers, the film’s profits are being donated by the producers to Make A Wish. To learn more reach Jeff via Twitter @jrquestus.
What’s Next? Ask David Shing
Posted by David Goldberg in Digital Marketing, PMA Events, Social Media, Uncategorized on March 14th, 2012
In sharp contrast to Bonnie Carlson’s analysis of where our industry has been and where it is today, David Shing told us where it is going; and he did so with style, energy, perceptiveness and a keen eye for detail.
Here’s a peek at what you need to do if you want to be ready for “what’s next” according to Shing, SVP/Digital Prophet, AOL:
1. Move away from campaigns to conversation … it will soon be about participation above all else. Get ahead of the train.
2. We are entering the “Interest Age”. People want to hang with people of like minds and similar interests. Make it easy for them.
3. Enter Curated Nicheness. The Pinterest rage is only the beginning.
4. Move from cities to neighborhoods to find identity.
5. Recognize that social media is about to become a utility – like electricity — a thing you do, not a place you go.
6. Think of Content, Technology & Distribution as the primary elements of digital success as you would think of red, blue, yellow as the primary colors of fine art.
7. Embrace platforms!
We’re early in the event, but Mr. Shing’s presentation is already a high mark.
Peapod COO Mike Brennan keynotes Digital Shopper Marketing Summit
Posted by Rob Fields in Digital Marketing, PMA Events, Shopper Marketing/Retail on August 16th, 2011
PMA is thrilled to announce that Peapod’s chief operating officer, Mike Brennan, will join the Digital Shopper Marketing Summit as our lunch keynote. In his presentation, Mike will take a look at the dynamic environment that was, is, and will be online grocery shopping. Don’t miss this insider’s view on how CPG companies can effectively harness the category’s unique drivers in order to participate, promote and thrive within the channel.
Mike joined Peapod in 1997 and has worked across numerous areas in the company, including leading Marketing as well as managing Transportation, Human Resources, Customer Service, Merchandising and Technology.
Prior to Peapod, Mike was a principal at the management consulting firm A.T. Kearney, where he focused on business and marketing strategy. Prior to A.T. Kearney, Mike was at Procter & Gamble.
Mike is a graduate of the University of Illinois and the Kellogg Graduate School of Management at Northwestern University.
There’s still time to lock in savings on the Digital Shopper Summit. REGISTER BY FRIDAY, AUGUST 19 by clicking here!
Killer lineup in place for 2011 Digital Shopper Marketing Summit!
Posted by Rob Fields in Digital Marketing, PMA Events, Shopper Marketing/Retail on July 28th, 2011
We are really thrilled with the digital and shopper marketing pros who’ve stepped up to share their insights and expertise in September! Have you see the agenda? If not, click here.
Also, register by August 19 and save. The price goes up after that.
Social Media in the Legal Spotlight
Posted by Toni Mione in Behavioral Advertising, Marketing Law, Mobile/Wireless, Social Media on June 22nd, 2011
In addition to the privacy dispute over Facebook’s new facial recognition feature, several class action lawsuits (in California, New York, and most recently, Illinois) have been filed against Facebook during the last few months for using minors’ names, likenesses, preferences, and activity on the site. The plaintiffs claim that Facebook has been releasing this information to advertisers for them to direct their ads to specific demographics, and using the collected information to place in “social ads” by the social media site itself.
Other recent social media litigation includes several class actions filed against both Twitter and MySpace in federal district court, alleging violations of the Telephone Consumer Protection Act (TCPA) because of confirmation texts sent by the social media sites after users chose to “opt out.” Click the links above to view the complaints.
Social media and related legal issues will be covered in depth during several sessions at the 33rd Annual PMA Marketing Law Conference, November 15-16, 2011 in Chicago. Discussing the internal issues in developing and carrying out corporate social policies will be Melissa Landau Steinman, Partner, Venable LLP; Sarah LaVoi, Corporate Counsel, Marketing-Intellectual Property, McDonald’s Corporation; and other speakers to be named. In a second session, Ken Florin (Partner, Loeb & Loeb LLP), Christopher McCleary (Associate General Counsel, VISA), and other panelists will explore the external aspects of social media, including the current legal, regulatory, and intellectual property challenges. Continue to check the PMA website for updates to the conference agenda and details on registration.
Marketing Law News Updates
Posted by Toni Mione in Advertising, Behavioral Advertising, Marketing Law, Social Media on June 16th, 2011
www.fda.gov
FDA Announces New Labeling Regulations for Sunscreen
On June 14, the FDA announced that after evaluating study data, it has developed new testing and labeling requirements for sunscreen products, “so that manufacturers can modernize their product information and consumers can be well-informed on which products offer the greatest benefit.”
The new guidelines illustrate an effort by the FDA and the Obama administration in the fight against high rates of skin cancer in the U.S., as well as an attempt to combat false advertising claims being made by sunscreen manufacturers. For details on the new labeling regulations, take a look at the FDA’s press release.
Privacy Organizations File Complaint Against Facebook for New Facial Recognition Feature
www.facebook.com
On June 10, the Electronic Privacy Information Center (EPIC) and several other privacy organizations filed a complaint with the FTC about Facebook’s new facial recognition technology that allows for the automated “tagging” of Facebook users in photos. EPIC alleges that the service is unfair and deceptive, particularly because the feature went into effect without asking the permission of users first, and should be something users can “opt-in” to instead. Additionally, EPIC argues, third parties like advertisers and app developers may be able to access the personal information and “biometric identifiers” without users’ permission. See EPIC’s news release here.
Facebook contends that since the facial recognition tagging technology rolled out in December, millions of people have used the feature with few complaints. In addition, Facebook emphasizes that the feature can easily be disabled through a user’s privacy settings.
These issues, and related topics, including social media, behavioral advertising and health claims in advertising, will all be covered in depth at the 33rd Annual PMA Marketing Law Conference, November 15-16, 2011 in Chicago. Click here for more details.
FTC Seeking Input for Revisions to “Dot Com Disclosures”
Posted by Toni Mione in Advertising, advertising law, Digital Marketing, Marketing Law on June 7th, 2011
In 2000, the FTC published “Dot Com Disclosures: Information About Online Advertising” with guidance on how federal advertising law affects sales and marketing on the Internet. In response to more than a decade of changes to the online world, the FTC is now requesting public comment as to how the document should be updated to reflect those changes. With the emergence and increased popularity of mobile marketing, “apps,” the use of “pop-up blockers,” and social networking, the FTC is interested in the modern legal and technical issues that consumer advocates and marketers believe should be addressed. Suggested areas to discuss include: concerns that have been raised by the new technologies, content in the original document that is outdated or no longer necessary, and any relevant research that should be considered by the FTC in its revision process.
PMA plans to submit comments to the FTC before the deadline of July 11, 2011.
This topic will also be covered in detail at the 2011 PMA Marketing Law Conference in Chicago. For more information on the conference, click here.
February Webinars: Branded Content, Social Media Compliance, Sponsorships, Shopper Marketing
Posted by Rob Fields in branded content, Experiential Marketing, location-based, Shopper Marketing/Retail, Social Media on February 7th, 2011
We have an information-filled month for you. Sign up for these upcoming Webinars and learn while you lunch!
February 10
Branded Content on the Digital Frontier. Davis & Gilbert LLP’s Jim Johnston, Esq. explores the challenges and opportunities on the horizon for agencies and marketers who are creating and distributing branded content. Sign up here.
February 15
NEW TOOLS OF THE TRADE: Social Media Compliance — Challenges and Opportunities. Tom Chernaik, CEO of CMP.LY, will show you how to ensure that your brand is being responsible, open and transparent in its digital marketing. Check out the new tools and requirements available to document and report on compliance and measure social media influencer campaign-specific Return On Investment (ROI). Sign up here.
February 17
PMA Member Webinar: Get The Most Out of Your PMA Membership. Join PMA’s VP of Membership Dave Wallace as he shows you the best ways to put PMA to work for you. This is a FREE Webinar and is open to all! Sign up here.
February 22
Accelerate ROI with Experientially-Activated Sponsorships & Social Media. IMI Consulting’s Dan Hunter and Tim Bishop will share some market-proven principles and case studies to drive the effectiveness, efficiency and ROI of three activation tactics: Sponsorship, experiential marketing, and social media. Sign up here
February 24
NEW TOOLS OF THE TRADE: Bridging the In-Home/In-Store Engagement Gap. Join Pelago’s John Kim (makers of geo-location tool Whrrl) and USA Weekend’s Laura Hendricks show you how to integrated location-based tools into your shopper marketing plans to build loyalty and increase sales activation. Sign up here.
Product Recommendations Are Trusted, (But Less Via Social Media)
Posted by Tim Bishop in Consumer Insights, Endorsements & Testimonials, Experiential Marketing, Social Media on January 13th, 2011
People often connote “experiential” with only live events—well, you can be sure digital and social media can expose consumers to significant “virtual” brand experiences as well. Some questions that we’ve heard from marketers surrounding social media are: How can it be best leveraged for my brand? Is it really as low-cost as everyone says it is? Why do I have to spend so much time maintaining my social network relationships? Does it work to increase word of mouth? The list goes on an on.
As part a committment by IMI International to deliver compelling insights on the most important new areas in marketing, IMI International has been considering how social media is changing the media landscape, how it can be measured for ROI and what you can do to help your brand succeed.
Of the list of questions further above, this post will focus on the final question, does social media work to increase word of mouth around my brand? And, more specifically, how do product recommendations change in terms of likelihood of being acted upon as a result of the medium in which they are received?
Recent studies by IMI International indicate that there is a clear difference between youths aged 13 to 24 and adults over 25 years of age. Across the spectrum, the results are clear that product recommendations are less likely to be followed up on as a result of being sent through social media. This is attributed to the pure volume of messages innundating consumers on a daily basis and also speaks to the amount of unsolicited marketing information that is regularly received. For adults who pass on recommendations to others, social media is simply not as credible as it is for youths and adults are more likely to trust and act on information received in person and over the phone.
For digital natives – youths under 25 – however, the fact that social media is so much more ubiquitous in terms of daily communication tools, makes the medium less likely to be an impediment to acting on product recommendations. Versus in person or over the phone, youths are much more likely to accept recommendations, especially from friends and family. Where recommendations are made by mere aquaintances, the level of reponse drops considerably, regardless of how the information was received.
So what is a marketer to do? It’s clear that youths are still open to receiving and acting on product recommendations but they must be relevant, contextual, valuable and personalized, especially when sent over social media. The days of spamming are over, and never really got off the ground for adults, while youths under 25 are still open to hearing and acting on those product recommendations that resonate for them and their friends.
For more information, please visit IMI International’s website for more experiential and social media topics.
PMA January Webinars: Shopper, Digital and Membership
Posted by Rob Fields in Digital Marketing, PMA Events, Shopper Marketing/Retail on January 6th, 2011
There are some informative and insight-filled sessions on tap this month! Unless noted, all Webinars are FREE for PMA members and only $75 for non-members. All Webinars start at 2pm EST. Join us for all of the following sessions:
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SPONSORS:
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