Digital advertising and marketing: only the best ideas worldwide, since 2003

Online campaigns of the week

on September 2, 2003 by Martina Comments

After the summer break Le Journal du Net is back with the best online advertising campaigns in France. This week it features Reebok, Nissan, Samsung, Aol, and the British Conservative Party. Nissan is the one I prefer, I like the movement they’ve created, which I think is rather unusual and very attractive for a banner. Congratulations to Mediaedge:cia the agency they developed the campaign.

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Ferrero online marketing to kids

on September 2, 2003 by Martina Comments

Ferrero believes in online and multimedia entertainment as a marketing tool to target kids. They are performing an integrated marketing strategy sincea a couple of years with a series of advergames available to anyone buying the famous Kinder Surprise Eggs. In Italy, they will soon launch a video game “I magicanti e i tre elementi�, supported by a Web site (www.magicanti.it) that is clearly inspired to Harry Potter, even if this is not stated anywhere.

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Advancis opens agency for the Italian market

on September 2, 2003 by Martina Comments

Opt-in News reports today that Advancis has announced the lauch of advancis.agency to serve the Italian market. I link it since like the opinion of Bertrand Balzano, Director of Marketing Services:

The idea is not to reinvent web marketing, but to concentrate on the media and online advertising vehicles that represent a better match for well-known brands and industry leaders.

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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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