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We all like a bit of cheese, don’t we?. From the late night foray into the dark kitchen, stepping over the dog to the fridge to sneak a nibble of Cheddar’s finest yellow stuff, to the appallingly cheap yet annoyingly watchable weekly TV game shows that demonstrate how proud we all are of making fools of ourselves in front of millions. (more…)
Written on Tuesday, December 1st, 2009 by Marcus and stored in digital/online, marketing
For years businesses have been marketing their products and services using tried and tested routes to market from above the line, through the line, and below the line, to direct and indirect. Carry on this way and the chances of them maintaining any success are rapidly declining. (more…)
Written on Wednesday, November 4th, 2009 by David and stored in digital/online, web
The recent deal between Google and Twitter means that the search engine giant is now able to use Twitter data to provide more relevant searches for Google users. This means that search engine marketing strategies now have the potential to be tailored to specific demographics and target audiences.
In short, Google Social Search will enable anyone logged into Google Profile to find real time search results from others in their social networks, so far in Twitter and Friendfeed, which is now owned by Facebook. Although results from microblogs are in the public domain and therefore findable, Google Social Search will make relevant results about local issues more prominent. Events such as these usually do not make it into news sites because they are about small local issues. If plans go ahead to incorporate Facebook and Linkedin with social search capabilities, results from microblogging sites will be easier to find. This will improve and refine search results by increasing time-based relevancy, resulting in a more favourable experience for the user.
As far as search engine marketing goes, Google Social Search could be used to target a wider audience, but there is an underlying worry that this will generate more spam as far as the user is concerned and therefore backfire in marketing terms. As search engine marketing harnesses the potential to reach more people through optimisation using social networks, the end result could be a massive spam machine, which Google will ultimately have to filter out to retain prominence as the preferred search platform. Google is trying to provide the user with a more relevant search experience by using Google Profiles to refine results and produce the best SERPs possible.
All of these applications are still in Beta stage to discover how they can be made more user friendly and it is expected that these improvements will create a more refined feature for businesses. If a user is logged into their Google Profile and uses Social Search to find a local service, those trusted and recommended by their contacts should be promoted. At the same time there will undoubtedly be scope for business advertising in this arena, likely through Google’s Adwords platform. It is often said that the internet forms a global community to the detriment of local alliances, but using applications such as Google Social Search, it also has the potential to bring back local issues and support local businesses through easier internet searches for relevant information.
To coincide with the peak season for automotive battery sales Purple Frog has created a new UK trade incentive scheme for Yuasa, the world’s leading battery manufacturer. (more…)
The commercialisation of football has lead to the Ukraine v England match being shown on the internet rather than on TV as would normally be the case. All football associations are able to sell the rights of their home games to the highest bidder (in this instance it may have been the only bidder) and as the purchaser is looking to make a return they will broadcast it in a manner which they believe will maximise it for them.
The business model of Setanta was obviously flawed as they went into administration and this was partly because they used a high cost route to market, the internet on the other hand is low cost and as a result it is only going to be a short period of time before even more matches are broadcast this way, no doubt with advertising being embedded in the pop out window that viewers are watching – probably rotating much like that around the pitch perimeter.
Sky have already started to address this option with their Sky Player which allows subscribers to watch programmes including live football on their PC and this will in effect increase their advertising opportunities so you can expect to see an increase in the advertising associated with high profile matches and also more subliminal real time advertising rather than just in commercial breaks.
The red button on your TV currently acts as a virtual stream allowing viewers to watch different games on the same channel and also request replays and different camera angles, again these can be easily sponsored and no doubt this will happen over time, if not on Sky certainly on other non subscription channels.
So don’t despair the TV will soon be just the same as our computer, revenues will ensure games are streamed at the correct resolution to show on a 50″ plasma, choice of replays and delayed broadcasting allowing you to make the tea or order pints at the bar will ensure users buy into the technology and the footballers will increase their salaries, the value of the big clubs will rise, and we will all keep paying more and more. Or will we?
An article today in Advertising Age highlights how twitter can boost or destroy a films box office rating almost before it has got off the ground. (more…)
Written on Wednesday, September 30th, 2009 by David and stored in advertising, digital/online
A recent report has indicated that spending on online advertising has overtaken that of television advertising for the first time.
Online spend grew by 4.6% in the first half of 2009 reaching £1.752 billion whilst in the same period TV spend shrank by 16.1% to £1.639bn.
Advertising generally has fallen by 16% during the period according to a study by Internet Advertising Bureau and PricewaterhouseCoopers.
Whilst there is still much debate about this and challenges to the figures and the way comparisons have been drawn there is no doubt that online advertising is growing and that as a result the way brands advertise in the future will change as well. Influencing customer behaviour is now key in ensuring that market penetration and market share are increased and the online revolution needs to be an integral part of all strategies. See my earlier blog on technology and marketing.
To read more on the research and hear opinions from others within the advertising industry go to the article on the BBC web site which has more in depth coverage.
Many of you will recognise the Cadbury gorilla shown above and lots of you will have seen it on the Television where it first appeared but since then it has appeared on You Tube and whilst not necessarily intended by Cadbury’s and their agency it has been viewed and talked about more because of it’s online presence rather than it’s showing on television. On the internet it is available on demand which is the shift that brands will need to understand if they are to derive the most benefit possible from their advertising going forward. We have lived in a world where advertisers have been pushing offers at us but going forward in this digital age consumers will be able to be more selective and the strongest and most effect advertisements will be those that engage with us to the extent that we are looking to view them. Online advertising may have exceeded television advertising for the first time but much of this has is still based on the principle of putting offers in front of readers, the real power however is to harness the pull factor.
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