Tom Hespos wrote yesterday on MediaPost an excellent article to explain the marketing power of RSS (Really Simple Syndication). Apparently operating on the push model, they actually put consumer in control, since it’s up to the end user to decide which content to receive. RSS might be seen as a “spam” free” alternative to email marketing. I believe text-based ads will work for RSS feeds. RSS represent another chance for contextual advertising. Relevant advertising content can be put at the end of the feed. However I think it will be important to clearly separate the feed content from the advertising content. RSS appear to be a powerful tool for marketers, and it’s important to immediately gain people’s trust. Two simple words like “sponsored link” might do the job.
A nwe study by Cap Gemini Ernst & Young has found out that TV advertising has a low impact on consumers’ car buying decisions. As AdAge reports, Mike Wujciak, a vice president at Cap Gemini, suggests automakers to rather use online ads, which are faster to create and to analyze for results. However I tend to agree with Mike Palmgren, account director at Publicis who said that TV promotion is used for awareness.“If you’re not aware of a product, how would you know where to research it on the Web?”
Elemental, My Dear Watson…
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).
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