Imediaconnection a couple of weeks ago has started a new column dedicated to Behavioral Marketing, today on ClickZ James Hering writes about Targeting Good Behavior. It seems like behavioral marketing is the new online fashion. Hering’s article is pretty good, since it provides the basics to understand what BM is about.
Pfizer is looking for new from agencies on below-the-line projects such as guerrilla and viral marketing for its Viagra brand. AdWeek reports today. It will be an interesting challenge, given the fact that the target segment of Viagra is usually not young and therefore not very accustom to viral marketing practices.
In a press release ValueClick, Inc. has announced that it has signed a definitive agreement to acquire Commission Junction. Today’s announcement significantly enhances ValueClick’s current position in this channel through its Be Free subsidiary. Commission Junction will strengthen ValueClick’s international affiliate marketing presence, with clients that include Expedia, Marbles and Marks and Spencer. Zarley, chief executive officer and chairman of ValueClick said:“The acquisition of Commission Junction would double the size of our affiliate marketing division, and is the latest example of ValueClick’s ability to execute on our strategy of being a single-source provider of technology, media and services for digital marketers.”
Taking a further step in its brand-repositioning strategy, Helly Hansen, the snowboarding and skiing sports clothing firm, has launched its autumn/winter range with a new-look website. Read more on Revolution.
Ocado, the online grocery service, has started a cross media campaign to promote its new customer service proposition. As Brand Republic reports, Ocado is is using print and radio promotion as well as is sending out personalised and targeted e-mails to new and existing users promoting offers, incentives and e-coupons. The creative has been developed by Heresy.
The news you don’t expect to read: pop-unders are working! At least in Orbitz’ case, as reported today on iMediaconnection. A few weeks ago eMarketer talked about it as well, saying quite the same thing. So, the question is: are pop-unders really effective or do Otherwise have a very good PR team? Telling the truth I grant them a point: if you ask me if I remember which ads are popping up (or under) on the New York Times pages, it takes me just one second to name Orbitz. All right, maybe pop-unders ARE working, but you need to use them massively in order to get the right effect. Furthermore Orbitz ads are something a little bit different, giving the user the chance to have a little bit of fun with them. Anyhow I’m not convinced about them.
The Australian Awwwards will be assigned next month. In the meantime the names of the shortlisted campaigns have been announced. You can have a look at them here. Virgin Money with the campaign for the Virgin Credit Card Launch will be running in for different campaigns. On the agency’s (NetX) Web site the showcase shows both the online and the offline creative. The offline, as Sean Patrick Ganann, creative director at NetX kindly clarified, has been created by iLeo.
According to a new forecast from IDC, the number of cameraphones will continue to climb, with worldwide shipments increasing from 19 million in 2002 to 298 million in 2007. In the press release I’ve found interesting to read that “According to a survey results, 44% of respondents planning to purchase a cameraphone in the next six months would be willing to pay more than $21 per month (in addition to their standard service charge) for the ability to send and receive images over their mobile phone.” I’m definitely part of the 56% not willing to pay for such a service, and not even thinking about buying a cameraphone (at least for now), however I believe these are fantastic numbers in the perspective of using MMS as a mobile marketing tool (see for example yesterday’s post).
Well… actually the campaign name is “Golden October”… anyway, this post is to let you know about the Mercedes Internet presentation created by GFT Technologies to support the launch of four new models: A-Class Piccadilly, C-Class Sportcoup� Indianapolis, SLK-Class Final Edition and Vaneo La Vida. As explained in press release, the Web special is part of an integrated campaign, and it allows potential customers or interested people to create their own E-Clips for each vehicle and send them to friends. The Web special is online already, unfortunately at the moment it’s only in German.
Toni and Guy, a UK based chain with salons worldwide has recently launched a new mobile initiative. As explained by Netsize (the multi-platform delivery and billing infrastructure provider) in a press release, Toni and Guy customers will now be able to get their favourite hairstyles on their mobile phones using a new picture messaging service from the Toni and Guy web gallery. In this way, customers can share potential new styles with friends and family before visiting a salon. Users are charged 50 pence per MMS, with 10 pence from each message donated to the King�s Variety Club Children�s Hospital. I very much like the idea, it’s perfect to express the concept of mobile phones “connecting people” (and brands) even though I think the service is still rather expensive.
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