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Episodes
- Video Marketing via Video Sharing Sites
Mon, 10 Nov 2008 11:01:26 GMTVideo Marketing via Video Sharing Sites: "
Video sharing sites for example YouTube and Metacafe seems to be the biggest hits in town especially with the younger and modern generations. These video sharing sites have also become the next advertising medium for many marketers. Marketers have been producing commercial videos for the purpose of marketing and promoting their companies' brands and products/services. Google, Apple and many other small to large companies have ride on this wave of utilising this new form of advertising vehicle and most have found it to be an effective marketing tool as these video sharing sites have a phenomenal high traffic circulation. Internet Outsider reports that YouTube now accounts for 28% of total minutes spent on Google worldwide and an astounding 35% of global users; This is indeed an astounding level. The biggest success of video sites such as YouTube is because it 'empowers' users making them feel that they are content producers themselves. Below is a list of video sharing sites that are popular worldwide now.
Google Video
BrightCove
PhotoBucket
YouTube
DailyMotion
iFilm
Myspace
Vimeo
BuzzNet
Flixya
GoFish
Kwego
Lulu 6
MyHeavy
PutFile
StupidVideos
Vmix
ZippyVideos
CastPost
Dotv
Famster
MeraVideo
Porkolt
VideoWebTown
Vidmax
Metacafe
Blip.tv
Blinkx
GodTube
Ourmedia
Vimeo
Tudou.com (Chinese)
From Marketing Journal
- Brand Lift of Search
Mon, 10 Nov 2008 11:00:20 GMTBrand Lift of Search: "For us marketers, we all do know or speak about as to how search marketing helps in increasing brand awareness or âo[breve]liftingâo[dot accent] your brand. For the sales guys, this has been used constantly to get prospects to advertise in the search engines. However, there has never been any research to prove that âo[breve]Yes, search marketing does lift your brandâo[dot accent]. Finally, Enquiro has proven this last year. The research company ran an online survey and interact with a mocked up Google Search Engine Results Page (SERP) in order to test the effects of branding through Search.
The results were staggering:
âo¢ A 16% increase in Unaided Brand Recall by having a brand presence in both the top sponsored and top organic listings of a SERP.
âo¢ Users are 5% more likely to recall your brand if you have a top sponsored listing in addition to your organic listing (for non-branded queries).
âo¢ The gap between your brand and a competitors grows if your brand is in both the top sponsored and organic positions and theirs is not.
âo¢ When the brand was in top sponsored, subjects spent 22% of their total sponsored fixations time on the brand.
âo¢ When the brand was in the top organic position, subjects spent 37% of their total organic fixations time on the brand.
âo¢ When a brand is in both the top sponsored and top organic listings a subject is 10% more likely to recall the brand when asked specifically whether or not they would consider it as a purchase.
âo¢ There is less brand lift from the top sponsored listing amongst subjects with a natural affinity for the brand; however, having the brand in the top sponsored listing garners a 10% lift over not having the brand anywhere on the SERP.
âo¢ There is a higher purchasing intent for the brand in the group with an affinity, by nearly 7% - and this gap is carried forward until the top sponsored listing is factored into the equation.
âo¢ A branded query seems to have a 50% brand lift effect - making the query itself the largest contributor to any brand lift via the SERP.
âo¢ There is no statistical difference between the brand recall - whether or not the brand was in both the top sponsored and top organic or top organic only - so long as the query is branded.From Marketing Journal
- Free Beer While You Shop
Thu, 30 Oct 2008 14:44:36 GMTThis is a brilliant community activation strategy. Who likes to buy steak? Men. Who likes to drink beer? Men. This must be like a humming bird feeder at the end of the day. I wonder if they have actually seen a boost in sales and repeat customers as a result of this.
[MarketingShift: Daily Crash Course in Marketing Technology & Brand Management]Free Beer while You Shop
After a rough day at work, many guys seek out the nearest tavern to down a few drinks or a convenience store to pick up a 6-pack. If the day was really brutal, a nice steak may also be on order At Hayes' Meats in Merritt Island, you can chug a cold beer and scope out your favorite slab of meat in one place.(By the way, they also give you a free steak on your birthday, not too shabby huh?!)
I wasn't aware of their special offer until a few days ago, while I was running errands passed their sign "that read: Have a free beer while you shop."
I had to do a double-take to reassure myself i wasn't hallucinating.The store was already closed, so I didn't have the chance to capitalize on the offer.Hayes' unique gimmick is one of many reasons I prefer local stores to the chains, because it's only in those places where you can find such a relaxing and welcoming atmosphere.I know the average small business is struggling, but I didn't realize they were pressed to the point that they had to offer a free mug to lure customers through the front doors. Hayes may have tapped into a great model. Guys don't like to waste time driving from store to store. Imagine of all the other possible tandems that macho men would enjoy. Hunting shops could offer free chew, bait shops could offer free cigars and camping stores could offer free beef jerky.
Hayes ,which opened in 1957, is practically a landmark in Merritt Island, so if they're resorting to these types of stunts, it just illustrates how desperate times call for desperate measures. Of course, Hayes could be offsetting the cost for each beer through a special deal with nearest policeman, where Hayes gets 10% cut of the the fine for each local DUI.
- Do you know about twitter search?
Thu, 30 Oct 2008 14:36:23 GMTFrom Seth Godin
Warning: addictive, disheartening, thrilling or banal... often in combination.
Visiting twitter search will allow you to track what the anonymous masses are saying about you, your favorite politicians, your brand, whatever...
You can grab an RSS feed of any search you do, so your rss reader will be always updated with what's going on with the buzz on things you care about.
It's sort of like a 24 hour a day focus group, a never-ending riff on what people are buzzing about. Don't say I didn't warn you.
PS if you use twitter, remember that what you say is not just seen by your few followers. It's seen by anyone who searches.
- Don't treat your customers like children
Sun, 26 Oct 2008 12:21:38 GMTArticle
This blog post is from a software development blog that I read. Thoughtworks is a global IT consultancy who produces a product called Mingle. Like many software companies, Thoughtworks has discussion groups or forums that customers can use to connect with each other, ask questions and get support.
A common mistake companies make when developing a customer community is censoring those communities. Every post to the forums is moderated, meaning it must be approved before it is posted live. All too often companies feel like they need to protect their brands from their customers and thus can't ignore the impulse to control what can be said within the community. Moderating communities can only serves one purpose: censorship. It can be censorship for a good reason, such as blocking spam posts, or to prevent unfavorable comments by customers in the forums.
Delaying customer posts can be frustrating to customers since they are on the forums most typically to get a question answered or to answer a question. Moderating posts in this way penalizes customers when 10% of content could be considered questionable content. If your community contains more than 10% (which is a high mark already) you may have another issue, one that cannot be solved with moderation.
My suggestion is to allow all posts. You can still remove in appropriate posts, but don't just remove them, provide a reasonable explanation and communicate it to the community. Involve the community and they will continue to value you and the community. Most customer judgments are made when something goes wrong. If you handle it professionally and communicate that to your customers they will understand and appreciate it.
You cannot protect your brand by preventing conversations, but you CAN boost your brand by engaging in intelligent conversations with your customers.
- The sad truth about marketing shortcuts
Fri, 24 Oct 2008 12:02:10 GMT
Seth reminds us that for any new marketing initiative to succeed, it must be a fully committed effort. Trying something once is not a real attempt at making something work. We must test, adjust, test again and repeat until successful.
- Tell Them Jack Sent You
Wed, 22 Oct 2008 18:47:46 GMTby Jack Campisi
Are you on Facebook? It's a great site for reconnecting with friends and family. It also helps you get to know new acquaintances a lot quicker. On the flip side, perhaps you can relate to some of the less desirable kinds people you encounter on the site.
The Friend Hoard: Long lost people you never really had a relationship with request to be your friend, but you never actually communicate with you once you are connected. What's the point?
The Friend Poacher: This person joins Facebook and then proceeds to link up with almost everyone from your friend list. Even those they may not know too well.
Get a life and your own friends, I say.
The Peanut Gallery: Long lost or fringe friends who suddenly comment on every little thing you do or say. Leave me alone and mind your own business.
Status Martyrs: These are a pet peeve of mine. These are people who change their status with great frequency, often to tell you how tired or how stressed out they are, or that they just got back from the gym. If you are that busy, how do you have time to update your status so much?
Is there anything more annoying?
However, Facebook and the status field are a great example of the power of social networking. Social Networking has become a hot term in the marketing and market research worlds. Like the term "Green", it's almost overused in many cases. But one thing is for sure, it is a huge factor in affecting people's behavior.
Facebook pages have become personal podiums where people can promote their political views, religious beliefs or promote a cause. Sometimes this might turn more people off, but the simple fact is that it's making people more aware... of everything.
The power I saw today on Facebook was from referrals. A friend posted on her status that she was looking for a new digital camera. I have some insight on this topic so I commented on her status and recommended a brand I was happy with, a good camera review site and some advice about how to find a good price.
A little later I checked back and I saw a three or four other people had chimed in with advice and recommendations. It was amazing. My friend's purchase will be influenced by people that a year ago she hardly spoke to or did not even know. And now other people are reading the discussion from the sidelines and are getting product reviews almost by osmosis.
Wow, a built in panel of friends, family and acquaintances that can be instantly tapped into for advice, referrals and opinions. That's powerful.
I wonder what the final effect on her purchase will be. I hope my friend follows up after she buys a camera. I'm curious to see how the suggestions from Facebook affect her purchase, or if the advice steers her in a certain direction. Who knows? Maybe will she see a sale and just buy a camera because of the good price. Or a sales person will convince her of a different brand.
There are so many factors in a purchasing choice, but we can't ignore the weight of a referral on a decision or the significance of a network like the community on Facebook.
Now if you'll excuse me, I have to go update my status. How does this sound?
"Jack is blogging about Facebook, and is tired, stressed out and needs to hit the gym."
- IE, FireFox and Standards
Fri, 22 Aug 2008 14:48:56 GMT
Reponse to: http://techdirt.com/articles/20080820/0941022045.shtml
The interesting thing I find is the issue of "compliance" versus majority rule. IE6 was the "standard" with Safari a long second and the original mozilla which was an aweful product that even the linux peeps only used becaused they had to.
Then along comes Firefox, with granted MUCH better security and features. However, from a user experience stand point, it continues to break all the rules:
1. it works differently (displaying pages differently) than what was already in the market place and users hands
2. it causes content and application developers headaches because now there are 3 target platforms: safari, ie and FF.
3. FF3 display differently than FF2. I have pages that work in ie6, 7, FF2, but break in FF3. Yech. What a PIA. Now I have 4 targets.
Think about it this way: the reason Apple is so successful and can build such high quality apps is that at the end of the day, they are a closed, but accessible platform. The hardware and software are all tightly integrated. There is basically one way to do everything. The same goes for game consoles. It is standardization through closed platforms, and this control drastically improves the quality of the experience.
- The Starbucks Code
Tue, 12 Aug 2008 20:07:55 GMT
by Jack Campisi
This morning I went to Starbucks to grab a cup of coffee. I forgot just how annoying those places can be. I haven't been to Starbucks in a while, so it took me a minute to remember their stupid Da Vinci Code of coffee sizes. I was spacing on what the hell a "large" was in Latin, Italian or whatever dialect that is.
Then, like Tom Hanks in the shadow of Sir Isaac Newton's tomb, I deduced that "Venti" was the word for large. Triumphantly, I spoke the password and expected to gain access to this secret society of caffeine. Unfortunately, the cranky woman at the counter... I mean "Barista", did not understand what I said so I had to repeat myself. It's bad enough to have to say it once, but there was something about saying Venti a second time that really ticks me off. Now they are just messing with me. Ordering coffee should not be like playing Simon Sez.
I don't know why we have to speak another language to order coffee at Starbucks. Maybe it's more like The Da Vinci Code than we know. Perhaps Baristas are descendants of the Knights Templar, and they are protecting the secret of the Holy Grail. Except the Holy Grail wasn't Mary Magdalene, it actually was a cup... of strong, over-priced coffee. It was a Venti with three squirts of vanilla syrup; one for each member of the Holy Trinity. Who knows? Maybe the Holy Grail had a cardboard sleeve around it to keep Christ's hand insulated from the hot coffee. I wonder if Jesus had to use a sticker to cover the hole in the lid to keep the coffee from spitting out all over his hand on the way home.
This kind of thing doesn't happen at Dunkin Donuts or Donut Delight. You don't need to decipher clues hidden in the Mona Lisa or The Last Supper paintings. It's much simpler; Large, Medium and Small. They'll even add the cream and sugar for you. No need to contemplate if Sugar in the Raw is somehow healthier than the regular stuff. And I never have deal with moral dilemmas, like whether pouring a small portion of my coffee into the garbage to make room for milk is a sin or not.
Okay, maybe I am over reacting. I didn't mean to get as angry as that crazy albino in the movie. Cut me some slack, I haven't had my coffee yet. - Starting your SecondLife
Tue, 12 Aug 2008 19:53:55 GMTby Mike Rogers
I recently gave into my curiosity and registered for a Second Life account. Second Life is a virtual world similar to World of Warcraft or any other MMORPG (Massively Multiplayer Online Role Playing Game), except in Second Life the point of the game is to just do things you would in life. You can explore different areas, purchase clothing, go clubbing, play games, or just chat with some people.
In my first few days, I have only explored just a small portion of the game, and my first impression is that it is still in its infancy. If you have ever read Neuromancer or Snow Crash, you understand the possibilities of such a virtual world. If not, let me explore some scenarios for you.
First, data storage and access. People remember things visually and spatially. Remembering where something is on a web page within a web site is similar to the task of remembering which page your favorite War and Peace quote is on. In a book there are no visual cues other than the "address" or the page and line number. In the real world as in the virtual world, data can be organized in a familiar environment. For example, instead of memorizing the web address of your bank, you could simply remember that your virtual check book is in your virtual desk.
Second, virtual office space. Brainloaf has a small office for the convenience for working together in the same space, discussion questions, sharing ideas and interacting. There is no reason why we need to be in the same physical space if we can interact, see, discuss, and do all the same things physical proximity provides. Imaging sitting down in a cushy massage chair, strapping on a Virtual Reality headset, headphones and gloves, then "logging into" the office. No commute, no traffic, no gas bills. Just a virtual office, which can be as big as you want with a virtual view of the ocean, park, whatever. Coworkers can gather in the virtual conference room to talk, have client meetings and just hang around the virtual water cooler for a break. Virtual worlds like Second life are going to make this possible.
How to pay for all this? Well that brings me to my third point: Marketing and Advertising in Second Life. The beauty of a virtual world is that the promotional possibilities are limitless and much more cost effective. Virtual bill boards, car wraps, virtual launch parties and product events. All new things to add to the marketing mix. It will take SL sometime to get to this level, including wide adoption of virtual reality equipment and high end graphics hardware, but the SL (or an application like it) as a killer app replacement for the web is highly likely in my mind.
