Avis has created a "Who Tries Harder?" contest. As explained on MediaPost Avis has launched a competition to give away prizes to its customers and employees. The contest will go on on www.wetryharder.com and it's aimed to increase customer loyalty as well as customer trials.

Permalink | Category (s): Advergames | Online advertising strategies // Comment (s): (0)

As often happens, Joseph Jaffe came out with some interesting points in his latest column on iMediaConnection. The question is how does a marketer entice, incent or engage a consumer to the point of trial?
Product samples and coupons. This is Joseph's answer, that of course is supported with a some good examples.
In some ways I like the idea, but if I think about using it in Italy I don't think it will be successful. Coupons are not an important part of our daily shopping experience, and most of all people that will be more inclined to use coupons are not online, I mean housewives, that are still a big segment in my country.

Permalink | Category (s): Online advertising strategies // Comment (s): (0)

Do you want to boost awareness and consideration and, by the chance, are you an automaker? Then advertise online! As Adage says today, the automobile industry is increasingly investing in online advertising.
It's the case of Toyota, but also of Volvo, Lexus, Audi and, of course, of BMW.
A part from simply advertising, automakers and automarketers are focusing more and more on Web communication in general, by setting up Web site to appeal consumers engaging them in a unique experience with the brand and with the car.
I believe cars can be considered to some extent an "experience good", so it's important for automakers to make people feel how a car is and how the driving experience could be. It's an emotional approach to online communication, that more and more brands are trying to create, in a way, it's a form of advertainment.

Permalink | Category (s): Advertainment | Online advertising strategies | Online marketing // Comment (s): (0)

It's summer, it's hot, let's slow down for a while and let's try to analyse how the online advertising industry is doing. This is the suggestion by Zachary Rodgers that on Channel Seven last week wrote The State of the Sector.
He talks a little bit of ads quality and industry expectations, he refers to @d:Tech and he brings up a bunch of useful opinions but consultants and analysts. Definitely worth reading.

Permalink | Category (s): Online Ads | Online advertising strategies | Opinions // Comment (s): (0)

Joseph Jaffe is one of my favourite authors since he often focus on interactivity between brands and customers and on pull-based advertising. On Monday on iMediaConnection he wrote Inviting Interaction which I think is a very good collection of useful examples to look at. Online marketing is evolving and it's moving towards consolidation by stressing the key aspect of Internet communication in comparison to other media: interactivity.
Of course this doesn't sound new to most of you but, again, I believe it's good to go through best practices to keep it in mind.

Permalink | Category (s): Online advertising strategies | Opinions // Comment (s): (0)

Web site operators are getting better at figuring out where you live and what your interests are, all in the process of better targeting their advertising and content. David Strom writes an interesting column on Internet Week whose title is Internet Advertisers Find Better Ways To Find Out About You. I read it with particular interest since it focuses on targeting and technology aspects, explaining a lot of details from the "backstage" of an online campaign.

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In the Search Engine War, Google makes a move announcing AdSense, a new self-service program for publishers to serve up its contextual advertising. The opinion of Susan Wojcicki, director of products at Google is quoted by Brian Morrisey on IAR:

Permalink | Category (s): Online advertising strategies | Online marketing | Search engine advertising // Comment (s): (0)

Even The Economist focuses this week on the online advertising suggested by Google and Overture, the search firms who pioneered the new form of advertising, known as “search-related” or “pay-per-performance". According to magazine, search engine advertising and, in general, text bases advertising, will help stopping the irritating online marketing practice of pop-ups, pop-unders and even floating ads.

Permalink | Category (s): Online advertising strategies | Search engine advertising // Comment (s): (0)

Yellow Pages Group Co. recently concluded a reseller partnership agreement with 24/7 Canada Inc.. Commenting the news, Jean-Pascal Lion, Vice President at Yellow Pages Group, quoted by Opt-in News declared: "We see many opportunities in the growing online advertising sector. As Canada's leader in the online directories business, we know that we have an extremely robust e-product line that enables us to provide our customers with the tools they need to reach their target audience now and in the future."

Permalink | Category (s): Online advertising strategies // Comment (s): (0)