Category Archives: advertising

Bloglette: Twelve Hours a Day with Media

mobile game

A new report from eMarketer finds that people are spending lots of times with screens – about half their day.  The study examined media time including multitasking – as when people watch tv and tweet on their phones or shop on their tablets.  In any case, the amount of time spent is higher than ever and advertisers have recognized this increase by channeling dollars to digital media.

Mobile media continue to see increases in usage.  eMarketer found that nonvoice time spent per day by smartphone users will rise from 2 hours 18 minutes in 2014 to 2 hours 42 minutes by 2019.

Here is a link to the full article: eMarketer Media Study

Bloglette: Snapchat Users

Surprise, half of all teens use Snapchat “all the time.” This is interesting given new reports that show that Instagram Stories are even more popular.   There are clear economies of scale with Facebook products because so many people are already there.  It seems natural to use those to reach lots of friends and relatives.  Teens have no problem moving between sites and tend to use more different social networks than adults.

This New York Magazine report discusses the competition between Instagram and Snapchat:

Teens Say….Snapchat more Popular

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Social Media Marketing is Digital

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I read an article in the Times titled “A Google Gold Mine Below the Search Bar” that got me thinking about how I teach social media marketing to my graduate students.  The article discusses the importance and success of product listing ads on the Google search page that come up when people type certain words into the search engine.

A product listing ad is one that has pictures of products and information, often including pricing.  The pictures attract attention from viewers and the prices provide key information directly related to the purchase.  It seems that retailers really like these ads.

So, why bring this up in teaching social media marketing?  The paid search ads are now much more prominent than the organic search results on the page.  In mobile, paid results may be the only thing that a viewer sees in a search because of the small screen size.  Search can be super effective for a strategy because it leads directly to sales and it is very track-able.  Marketers need to evaluate the value of search marketing in the mix and its effect on sales relative to the social media marketing effort.  The analysis would include sales results and cost for a clear ROI for each.

Regardless of which is more effective students of social media marketing must learn general digital marketing in order to make effective decisions for brand communications.

Here is a link to the NYTimes article.

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Cobranding in Chile

  
Cobranding is a partnership between two brands that intends to increase the value of each as a result of the association. Both large and small brands have partnered to gain advantages relative to competitors. 

Cobranding can be complicated as when Jeep designs interiors with Burberry patterns. But, the connections can be really simple as in this example of a relationship between a brand of juice and Cartoon Network characters. The stickers make the product appealing to kids without altering the product or packaging. An easy solution for a small brand.

Test Your Social Media Knowledge

 

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How much do you know about Social Media Marketing?

Are you a marketing professional? If so, take the social media marketing knowledge test today and see how much you know.  Researchers at Pace University have developed this test that takes about 10 minutes to complete.  The test covers issues including social media platforms, targeting using social, general digital marketing knowledge, mobile marketing and measuring effectiveness.

Click on this link to test yourself:

Social Media Marketing Test

See Your Score as soon as you Finish.

 

 

State of Mobile, AI and VR Marketing 2017

 

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I was asked to weigh in on three marketing topics for 2017:

  1. The state of mobile
  2. The influence of Artificial Intelligence
  3. The effect of Virtual Reality.

Here are my thoughts:

Mobile : More Total Interactions

Mobile allows marketers to interact with customers in many places throughout the day and purchase journey. The challenge is how to be available and present when needed or wanted without becoming annoying and irrelevant so people tune you out.

Artificial Intelligence: More Efficient Interactions

AI allows firms to spend time and money on the most valuable customers by leaving the lower level customer service issues to a virtual assistant. Marketers can also use AI to identify and qualify best prospects.

Virtual Reality: More Rich Interactions 

VR provides 360 degree experiences for customers in a convenient location that’s fun and interactive. Marketers can leverage these interactions to provide more value or showcase offerings.

How to Teach Social Media Marketing Efficiency

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Students of social media marketing must have a solid understanding of integrated marketing communications because a social media campaign is typically part of a larger effort to inform, persuade or remind.  Marketers must also provide evidence that a particular strategy in digital media is more efficient in terms of cost.  These days as digital media become more desirable as part of a communications strategy, they also become more expensive.  The new reality requires marketers to examine the bang for the buck they get from digital over other options.  It is possible that television, cable, radio or outdoor can deliver more impressions with stronger response than an organic social media campaign on Facebook that few people actually see.

That is why professors who teach social media should include traditional media measurement as part of the curriculum.  The definitions for traditional media terms such as reach, frequency and impressions are important for students.  Digital terms such as cost per click and conversion rate show how social media are purchased by companies seeking to reach targets.

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One important method for equating media is cost per thousand (CPM). CPM (M represents 1,000) tells marketers the cost to obtain 1,000 impressions or views of a particular message.  It is calculated as:

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The formula is only part of the picture.  Students must also know how much it costs on a CPM basis to advertise in various forms of media.  For example, compare the traditional media costs to the digital media costs in the two slides below.  A smart marketer would consider traditional as part of a good media mix. As you can see the cable CPM is looking pretty good relative to the internet video CPM.

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Students of social media marketing think that social is the answer to everything.  Though social media may be a good strategy, a smart marketer will evaluate all the potential tools in the box to maximize media efficiency.

 

Kellogg’s Story Telling Social Media Strategy

The Social Pro’s podcast hosted Rick Wion, the head of customer engagement at Kellogg’s and here are some of the points that he made.  The presentation was quite interesting suggesting that a) you don’t have to be everywhere all the time and b) the engagement should be regular, but not overwhelming.  Here is what we will discuss in the Media Storm Masters Social Media and Mobile Marketing Course:

screen-shot-2016-10-26-at-11-02-21-amHere is a link to the Social Pro’s Podcast.

Mobile & Samples in Hong Kong

In the world of food retailing marketers like Costco have found that samples can boost sales. Some products have seen increases of 2000% according to an Atlantic report by Joe Pinsker in 2014. Sampling in stores is effective because the product is available immediately from the display and customers can make the decision to purchase right away. 

What happens when companies give out samples on the street? This is a popular strategy exhibited in my neighborhood in Manhattan where there is a lot of foot traffic.  Usually the company reps simply hand out the samples without any knowledge of the recipients or any follow up. Strong marketing is built on the notion of knowing your target and building relationships. Handing out samples to an anonymous group limits the ability of a company to track the result. These days analytics are a requirement for any strategy, so why should companies rely on blind faith for their expensive sampling efforts? 

One option that seems to work well in Hong Kong is to give samples only to those who provide follow up information. This is now very easy to do with mobile. In these photos reps of BioEssence are giving products to those who log their email addresses so that the company can reach them later. Not only that, but the added step means that only motivated interested customers will take the time to participate. 

Sha Tin
   

New Book: Social Media & Mobile Marketing Strategy

Coming in August 2016: Social Media & Mobile Marketing Strategy from Oxford University Press by Dr. Randi Priluck

 

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The practice of marketing has changed drastically in the past ten years and represents both challenges and opportunities for those who study the field. We are now firmly in the digital marketing era in which firms conduct business online and communicate with customers through a variety of digital and traditional media.

The new book Social Media & Mobile Marketing Strategies takes our current knowledge of the field and applies the best ideas to the world of social media and mobile marketing. Effective marketing strategies begin by segmenting and targeting markets, researching the environment, and understanding consumer behavior, and that is why this book focuses heavily on planning the strategy prior to execution.

A social media and mobile communications strategy also requires that one establish a strong digital presence on the Web and through online marketing prior to executing any campaign. Therefore, this book emphasizes planning and executing communications strategies, while keeping a clear focus on measuring the outcomes using clearly established goals and metrics. Finally, because there are legal issues involved in many executions, the final chapter reviews the law as it relates to digital marketing.

Learn social media and mobile strategy for your business or teach the topic to students.

Click here for a link to the site and to order your review copy.   Oxford University Press