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Author Archives: Martina

Online advertising and the movies

on September 1, 2003 by Martina Comments

Not exactly a new topic to talk about (see Movie marketers and the Internet), however it’s nice to get Advertising Age’s point of view on it. More and more movie studios are advertising online, preferring the Web to the newspapers. I think it’s a good choice if you want to target teenagers, but I’m not sure if this will work with people of my age or older. I don’t think movies are a kind of product you should advertise too much. I mean, the more you invest in advertising the bigger the audience’s expectations become. If I see a movie advertised everywhere, I start thinking it’s not good enough to get good reviews on magazines� If a movie is good a bit of advertising will launch it and then people and the viral effect will do the rest.

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Again, against pop-ups

on September 1, 2003 by Martina Comments

It seems like everybody can’t talk about anything but pop-ups these days� Anyway, here we go with another article against poor pop-ups, which I link because I like the title: Pop-up ads head to technology graveyard.

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A campaign with “class”

on September 1, 2003 by Martina Comments

Join the “burp” contest online… Capri-Sun, a brand owned by Coca-Cola is launching today a new competition and campaign to target kids between 7 and 12 years old. Read more on Brand Republic, I’m not going to go into further details about it. Otherwise go on the web site and enjoy… maybe…

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SMS at 6 am: a nightmare for users

on September 1, 2003 by Martina Comments

New guidelines are required to discipline mobile marketer. According to New Media Age the Mobile Marketing Association is working on guidelines to limit the hours in which promotional sms can be sent. In the UK, at the moment, First Direct is under fire since it starts sending its sms at 6 o’clock in the morning, since they’ve found that it’s cheaper at that time. Several users have complained to First Direct, and the Company has come out with one of the silliest statements I’ve ever heard:

“Our advice is for customers to switch off their phones overnight”.

I believe this is the perfect way to annoy prospects and weaken the potentials of mobile marketing. Guidelines and intelligent marketers are more than welcome… soooooon!!!

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Reconsidering pop-ups

on August 31, 2003 by Martina Comments

As a user, I must admit it, I found them annoying. Not as bad as pop-under, but disturbing most of the times. I’m reading and getting quite a lot of opinions on pop-ups in these days since I’m writing a column for an Italian portal on the topic. Someone predicts that pop-ups will disappear in one year time (exactly like e-mail marketing, see this post) and I agree with this opinion if I refer it to big portals, while I believe pop-ups will still be used by many small and medium size Web sites. Anyway thanks to a link on Marketing Profs I’ve also found an academic paper on pop-ups that investigates timing of pop-up promotions that customers encounter while browsing informational websites. They might not be as bad as they appear to be. Timing as well as context are important issues when talking about advertising and online advertising in particular, and might offer interesting points in order to reconsider the future of pop-ups. The study is by Wendy Moe of the University of Texas and can be downloaded for free here (.pdf). Eventually a free academic paper! Thank you Wendy for sharing!

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Save e-mail marketing from extinction!

on August 29, 2003 by Martina Comments

Spam is a menace to marketers’ credibility and efficiency. On Boston.com Bob Liodice, president of the US Association of National Advertisers (ANA), says: “Our marketers are basically saying spam is killing (e-mail marketing). E-mail marketing clearly will be muted until they have a greater degree of confidence that their messages will go through in the way that they want them to”.

The message is clear: stop the spam or in a year e-mail marketing won’t exist any more! We might actually start a petition… Save e-mail marketing from extinction!

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Successful video-email campaign by Land Rover

on August 28, 2003 by Martina Comments

Horizon.net reports that Land Rover has run a successful video-email campaign in Germany using the technology provided by Activestream. E-mails with video content have been opened by 70% of the people who received them, with a 19,8% click-through for further information.

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Levi’s Europe autumn branding campaign

on August 28, 2003 by Martina Comments

As reported today on Revolution Magazine, Levi’s Europe has upgraded its website with games, new products and even an ‘image-mangling’ engine to promote the brand’s Teenage Kicks line and its new autumn product range. In Levi’s mind the goal of the Web site is to appeal and to retain the brand’s core target audience, 15- to 24-year-old girls and guys. The Web site is available in English, German, French, Spanish and Italian. I like the graphics, but I’ve found navigation rather confusing.

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Visa gets ready for the Paralympic

on August 28, 2003 by Martina Comments

141XM has launched a new Web site promoting Visa International’s sponsorship of Paralympic Summer Games next year in Athens. The Web site is highly accessible and, for example, contents can be synthesized and read aloud by special Web browsers for the blind. Read more on AdWeek.

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Give your site the personality test

on August 27, 2003 by Martina Comments

I loved Susan Solomon approach to Web site development today on ClickZ. The “ghost” of Web site conformity is closer than you think… Actually I’m facing the opposite problem right now, trying to write down a concept for the new Web site of the Company I work for. Here they don’t want to conform, they want to stand out of the crowd, but… they have an out of fashion marketing approach, too much product oriented! So I believe doesn’t make a big difference if you have an innovative approach to your web site communication but you lack of the right marketing basis

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