Marketing Science » Uncategorized http://mktsci.com/blog Real-Time Industry Trends, Competitive Analyses, Customer Insights Tue, 25 Oct 2011 16:01:15 +0000 en hourly 1 http://wordpress.org/?v=3.2.1 Five versions of Android on the market simultaneously — is this the new rate of innovation? http://mktsci.com/blog/2010/05/five-versions-of-android-on-the-market-simultaneously-is-this-the-new-rate-of-innovation/ http://mktsci.com/blog/2010/05/five-versions-of-android-on-the-market-simultaneously-is-this-the-new-rate-of-innovation/#comments Fri, 28 May 2010 13:21:31 +0000 admin http://mktsci.com/blog/2010/05/five-versions-of-android-on-the-market-simultaneously-is-this-the-new-rate-of-innovation/ ]]> Today, there are at least five different versions of Android on the market. Many of them are highly customized to allow for new features and device differentiation, but that same customization also makes it harder for vendors to update them to the latest versions.

Read more: Opinions, Rants, Raves, Digital Marketing Strategy » go-Digital Blog on Digital Marketing http://go-digital.net/blog/#ixzz0pEK9vy9W

]]> http://mktsci.com/blog/2010/05/five-versions-of-android-on-the-market-simultaneously-is-this-the-new-rate-of-innovation/feed/ 0 @ClickZ How to Use Search to Calculate the ROI of Awareness Advertising http://mktsci.com/blog/2010/05/clickz-how-to-use-search-to-calculate-the-roi-of-awareness-advertising/ http://mktsci.com/blog/2010/05/clickz-how-to-use-search-to-calculate-the-roi-of-awareness-advertising/#comments Fri, 28 May 2010 12:54:53 +0000 admin http://mktsci.com/blog/?p=393 ]]> UPDATE: Nearly two in five CMOs say their biggest challenge is “integrating and tracking multiple channels,” according to a recent survey by Aprimo and Argyle Executive Forum. In light of that finding, I thought I’d reprise a column that I wrote last year and use it to discuss correlating relative ROI (define) across channels like TV, print, radio, and online banner ads.

Lift in search volume for particular terms – like non-generic brand names – is useful because it indicates that the target customers not only saw the ads, but also remembered them and then took action. It is a better metric than those that only estimate whether ads were even seen or heard – i.e., reach and frequency-based metrics. This even works well for online banner or branding campaigns because it is not the click-through from those ads that we are concerned with, it is the lift in search volume that indicates interest and intent. The habit of search by modern users is now commonplace; as they all go online to look for additional information before making a purchase decision, we now have a universally applicable metric to correlate the effectiveness (and thus the relative ROI) of advertising across channels.

What about absolute ROI? We’ve got that covered too. Beyond lift in search volume, with proper analytics on online destinations, advertisers can track where customers came from, calculate how many took desirable actions like completing a purchase or printing a coupon (for items purchased offline). With these metrics, advertisers can correlate with other known data such as conversion rates of coupons, etc., to derive real-world ROI, scientifically. Obviously there are nuances and caveats, but if applied carefully these methods can help CMOs overcome what keeps them up at night.

Read More:  How to Use Search to Calculate the ROI of Awareness Advertising

Erik_SontumClickZ: How to Use Search to Calculate the ROI of Awareness Advertising. http://bit.ly/ardDy5 via @tomtsinas #merkevare

acfou@clickZ How to calculate relative ROI across channels using lift in search volume #ROI #IntegratedMarketing - http://bit.ly/g5FUu

Carroll_PowellRT @eMarketer: How to Use Search to Calculate the ROI of Awareness Advertising - http://bit.ly/99y2HG RT @acfou

hilloupayjouRT @travelwithdayo: Solid article on how to use Search to Calculate Ad Awareness ROI: http://bit.ly/aHqGQV #SEO #Advertising

iamgfcRT @clickz How to Use Search to Calculate the #ROI of Awareness Advertising – ClickZ http://bit.ly/7zp3FE

jumpcurveRT @eMarketer: How to Use Search to Calculate the ROI of Awareness Advertising - http://bit.ly/99y2HG RT @acfou

SthdesignRT @eMarketer: How to Use Search to Calculate the ROI of Awareness Advertising - http://bit.ly/99y2HG RT

lawton_chilesRT @TomPick: RT @clickz How to Use Search to Calculate the ROI of Awareness Advertising – ClickZ http://bit.ly/7zp3FE

RobHerremaRT @clickz How to Use Search to Calculate the ROI of Awareness Advertising – ClickZ http://bit.ly/7zp3FE

chead95Good article, but Search misses other brand relationships – RT @clickz Using Search to Calculate ROI of Awareness Ads-http://bit.ly/7zp3FE

doughayRT @clickz How to Use Search to Calculate the ROI of Awareness Advertising – ClickZ http://bit.ly/7zp3FE

mobiaconRT @eMarketer: “How to Use Search to Calculate the ROI of Awareness Advertising - http://bit.ly/99y2HG RT @acfou”

ADMAFORUMRT @dpletikosa: How to Use Search to Calculate the ROI of Awareness Advertising http://www.clickz.com/3633054

dpletikosaHow to Use Search to Calculate the ROI of Awareness Advertising http://www.clickz.com/3633054

KristenShueRT @TomPick: RT @clickz How to Use Search to Calculate the ROI of Awareness Advertising – ClickZ http://bit.ly/7zp3FE

TomPickRT @clickz How to Use Search to Calculate the ROI of Awareness Advertising – ClickZ http://bit.ly/7zp3FE

joskouiHow to Use Search to Calculate the ROI of Awareness Advertising. #Search, #ROI, #Marketing, #Advertising http://bit.ly/7zp3FE

followtorontoRT @tomtsinas: How to Use Search to Calculate the ROI of Awareness Advertising | http://bit.ly/ardDy5

vidaimaginariaHow to Use Search to Calculate the ROI of Awareness Advertising - http://bit.ly/99y2HG RT @acfou @eMarketer

conversionationHow to Use Search to Calculate the ROI of Awareness Advertising – ClickZ http://ow.ly/1QSFR – very interesting for the integrated thinkers

micheleguidoRT @eMarketer: How to Use Search to Calculate the ROI of Awareness Advertising - http://bit.ly/99y2HG RT @acfou

ChrissyZhouLeverage search marketing to boost up your bottom line http://www.clickz.com/3633054

AdvertisingPRCalculate the #ROI of Awareness #Advertising through #Search http://bit.ly/99y2HG

pweiderholmRT @eMarketer: How to Use Search to Calculate the ROI of Awareness Advertising - http://bit.ly/99y2HG RT @acfou

oleagaRT @eMarketer: How to Use Search to Calculate the ROI of Awareness Advertising - http://bit.ly/99y2HG RT @acfou

travelwithdayoSolid article on how to use Search to Calculate Ad Awareness ROI: http://bit.ly/aHqGQV #SEO #Advertising

kingstonjrGreat article. RT @clickz How to Use Search to Calculate the ROI of Awareness Advertising – ClickZ http://bit.ly/7zp3FE

telerobRT @digeratti: RT @eMarketer: How to Use Search to Calculate the ROI of Awareness Advertising - http://bit.ly/99y2HG RT @acfou

digerattiRT @eMarketer: How to Use Search to Calculate the ROI of Awareness Advertising - http://bit.ly/99y2HG RT @acfou

tomtsinasHow to Use Search to Calculate the ROI of Awareness Advertising | http://bit.ly/ardDy5

AgeSluisRT @eMarketer: How to Use Search to Calculate the ROI of Awareness Advertising - http://bit.ly/99y2HG RT @acfou

Slingshot_SEORT @eMarketer How to Use Search to Calculate the ROI of Awareness Advertising - http://bit.ly/99y2HG RT @acfou

gailtwistRT @eMarketer: How to Use Search to Calculate the ROI of Awareness Advertising - http://bit.ly/99y2HG RT @acfou

pathamilton3How to Use Search to Calculate the ROI of Awareness Advertising - http://bit.ly/99y2HG

iancsouzaUsando mecanismos de buscas para ajudar no cálculo de ROI de publicidade tradicional. Útil! http://bit.ly/99y2HG (via @eMarketer e @acfou )

micklalalaHow to Use Search to Calculate the ROI of Awareness Advertising - http://bit.ly/99y2HG RT @acfou via @eMarketer

cxdigitalRT @eMarketer: How to Use Search to Calculate the ROI of Awareness Advertising - http://bit.ly/99y2HG RT @acfou

IdeaViewsRT @eMarketer: How to Use Search to Calculate the ROI of Awareness Advertising - http://bit.ly/99y2HG RT @acfou

NASinsightsHow to Use Search to Calculate the ROI of Awareness Advertising - http://bit.ly/99y2HG RT @acfou

Lisa_CorcoranRT @eMarketer How to Use Search to Calculate the ROI of Awareness Advertising - http://bit.ly/99y2HG RT @acfou

RobertoCarrerasRT @eMarketer: How to Use Search to Calculate the ROI of Awareness Advertising - http://bit.ly/99y2HG RT @acfou

eMarketerHow to Use Search to Calculate the ROI of Awareness Advertising - http://bit.ly/99y2HG RT @acfou

jrmostellerRT @clickz How to Use Search to Calculate the ROI of Awareness Advertising – ClickZ http://bit.ly/7zp3FE

acfouCMOs bemoan inability to track ROI across channels - http://bit.ly/bAM4gu; lift in search volume can solve that - http://bit.ly/g5FUu

]]> http://mktsci.com/blog/2010/05/clickz-how-to-use-search-to-calculate-the-roi-of-awareness-advertising/feed/ 0 Celeb Product Hawkers Fail to Sway Consumers http://mktsci.com/blog/2009/08/celeb-product-hawkers-fail-to-sway-consumers/ http://mktsci.com/blog/2009/08/celeb-product-hawkers-fail-to-sway-consumers/#comments Fri, 07 Aug 2009 11:56:30 +0000 Augustine Fou http://mktsci.com/blog/?p=382 ]]> Source: http://www.marketingcharts.com/topics/behavioral-marketing/celeb-product-hawkers-fail-to-sway-consumers-10042/?utm_campaign=rssfeed&utm_source=mc&utm_medium=textlink

Though the media feeds consumers a constant stream of minutiae about celebrities’ private lives, and celebs who Tweet seem to have legions of avid followers, a new study of LinkedIn http://www.linkedin.com/users by AdWeekMedia http://www.adweek.com/ finds that most US consumers say they are not at all swayed by celebrity endorsements of products.

When respondents in the survey were asked whether the presence of a celebrity in an ad makes them more likely, less likely or neither more or less likely to buy the product, nearly 8 in 10 (78%) said it doesn’t sway them one way or the other. In fact, only 8% said the presence of a celebrity spokesperson makes them more likely to buy a product. This compares with a significant 12% who actually say it makes them less likely to buy a product.

[image: adweek-linkedin-poll-overall-results-celebrity-ad-favorability-august-2009.jpg]

Additional findings by demographic group:

- Older respondents are especially likely to reject celebrities as spokespeople. Nearly one-quarter (24%) of those ages 55+ say seeing a celeb in an ad makes them less likely to buy a product, vs. just 4% saying it makes them more likely to buy. – Men (15%) are slightly more likely than women (11) to say a celeb deters them from buying a product. – 20% of business owners vs. 11% of people with jobs in the “management” category say the presence celebrities in ads make them less likely to buy.

[image: adweek-linkedin-poll-results-job-titles-favorability-celebrities-august-2009.jpg]

– while 19% of survey participants in “creative” roles said a celeb in an ad makes them less likely to buy. This compares with 8% saying it makes them more likely.

A recent survey by Harris Interactive found that Americans do not consider the occupations of actor, entertainer and athlete to have a great deal of prestige.

*About the survey:* The survey was conducted online in July among a sample of 4,778 LinkedIn users.

]]> http://mktsci.com/blog/2009/08/celeb-product-hawkers-fail-to-sway-consumers/feed/ 0 Diabetes Drug Maker Cautiously Enters Branded-Twitter Space http://mktsci.com/blog/2009/07/diabetes-drug-maker-cautiously-enters-branded-twitter-space/ http://mktsci.com/blog/2009/07/diabetes-drug-maker-cautiously-enters-branded-twitter-space/#comments Tue, 14 Jul 2009 12:03:11 +0000 Augustine Fou http://mktsci.com/blog/?p=380 ]]> http://e.ccialerts.com/a/hBKXG$9AHJQfmAUDSLFASbv4uD0/clck63

Novo Nordisk, Spokesman Pay Extra Care to Regulatory Issues

**

NEW YORK (AdAge.com) — Scrutiny of direct-to-consumer advertising from the Food and Drug Administration may be heightening, but that has not deterred one pharmaceutical company from trying something new for the industry: a branded Twitter page.

FULL ARTICLE http://e.ccialerts.com/a/hBKXG$9AHJQfmAUDSLFASbv4uD0/clck63

]]> http://mktsci.com/blog/2009/07/diabetes-drug-maker-cautiously-enters-branded-twitter-space/feed/ 0 Social Media Allows Giants to Exploit Niche Markets http://mktsci.com/blog/2009/07/social-media-allows-giants-to-exploit-niche-markets/ http://mktsci.com/blog/2009/07/social-media-allows-giants-to-exploit-niche-markets/#comments Mon, 13 Jul 2009 12:24:44 +0000 Augustine Fou http://mktsci.com/blog/?p=379 ]]> http://e.ccialerts.com/a/hBKWx56AHJQfmAUDSLFASbv4ulI/clck15

General Mills No Longer Needs Huge Budgets to Talk to Specific Segments

**

CHICAGO (AdAge.com) — The package-goods model has always been a no-brainer: Create a mass-appeal product; distribute it nationally; stoke demand with big-budget, shotgun-style advertising to spray the widest possible market; and hope sales hit the magical $100 million first-year benchmark. But that traditional model is evolving at major marketers such as General Mills.

FULL ARTICLE http://e.ccialerts.com/a/hBKWx56AHJQfmAUDSLFASbv4ulI/clck15

]]> http://mktsci.com/blog/2009/07/social-media-allows-giants-to-exploit-niche-markets/feed/ 0 FASTRA http://mktsci.com/blog/2009/07/fastra/ http://mktsci.com/blog/2009/07/fastra/#comments Thu, 09 Jul 2009 09:49:40 +0000 admin http://mktsci.com/blog/?p=378 ]]> source: http://fastra.ua.ac.be/en/images.html

Images

FASTRA Setup This is our setup. We keep the side panel of the case open to keep the temperatures of the four GPU’s down.

The inside of FASTRA A closer look at the four graphics cards in action.

FASTRA in the store The guys from tones.be who assembled the system. They sure look proud of their achievement.

]]> http://mktsci.com/blog/2009/07/fastra/feed/ 0 MediaPost Publications Whole Foods Adopts Non-GMO Verification 07/09/2009 http://mktsci.com/blog/2009/07/mediapost-publications-whole-foods-adopts-non-gmo-verification-07092009/ http://mktsci.com/blog/2009/07/mediapost-publications-whole-foods-adopts-non-gmo-verification-07092009/#comments Thu, 09 Jul 2009 09:38:50 +0000 admin http://mktsci.com/blog/?p=375 ]]> source: http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=109382

Non GMO ProjectWhole Foods Market has committed its private-label products to the Non-GMO Project’s third-party system for verifying that food does not contain genetically modified organisms (GMO).

The Non-GMO Project is a nonprofit collaboration of North American organic and natural product manufacturers, retailers, processors, distributors, farmers and seed breeders, plus consumers. Its stated missions are to enable consumers to make informed choices and help ensure the sustained availability of non-GMO food options.

]]> http://mktsci.com/blog/2009/07/mediapost-publications-whole-foods-adopts-non-gmo-verification-07092009/feed/ 0 Digital marketing and integrated marketing posts http://mktsci.com/blog/2009/07/digital-marketing-and-integrated-marketing-posts/ http://mktsci.com/blog/2009/07/digital-marketing-and-integrated-marketing-posts/#comments Wed, 08 Jul 2009 16:30:36 +0000 admin http://mktsci.com/blog/?p=374 ]]> Branding is still a useful activity? Reach and frequency is still …

5 hours ago by admin
Getting Back to Basics – Why Web Advertising Needs Traditional Media Metrics. posted Mon, Jul 06 2009. by Young Bean Song MSFT. Trying to build a brand marketing campaign without traditional target reach and Gross Rating Points (GRP) estimates is like trying to diet without the concept of calories. The analogy of dieting and advertising works on many levels.…. Favorite Sites. Marketing Science – Digital Strategy, Digital Audit Services, Consulting…
go-Digital Blog on Digital Marketing – http://go-digital.net/blog/

Viral videos are cool and all, but most of them don’t drive sales …

6 Jul 2009 by acfou
Source: http://adage.com/digital/article?article_id=135717. Last Week, Brand, Campaign, Agency, Current Week Views*, % Change in Views** … Favorite Sites. Marketing Science –Digital Strategy, Digital Audit Services, Consulting. Meta …
go-Digital Blog on Digital Marketing – http://go-digital.net/blog/

crispin porter bogusky’s beta site | go-Digital Blog on Digital …

6 Jul 2009 by acfou
Favorite Sites. Marketing Science – Digital Strategy, Digital Audit Services, Consulting …Copyright © 2008 go-Digital Blog on Digital Marketing • Powered by WordPress · deCoder Theme by webdemar. Clicky.
go-Digital Blog on Digital Marketing – http://go-digital.net/blog/

Widget, gadget, app – what’s the difference?

4 Jul 2009 by acfou
no difference. they are all small “windows” in on specific information that users want — eg sports scores, news feeds, local weather, etc. – that users install on pages that they own or control. The difference is what the makers choose …
go-Digital Blog on Digital Marketing – http://go-digital.net/blog/

What is Web 3.0? Characteristics of Web 3.0 | go-Digital Blog on …

23 Jun 2009 by acfou
Favorite Sites. Marketing Science – Digital Strategy, Digital Audit Services, Consulting. Meta. Log in · Entries RSS · Comments RSS · WordPress.org. Copyright © 2008 go-DigitalBlog on Digital Marketing • Powered by WordPress …
go-Digital Blog on Digital Marketing – http://go-digital.net/blog/ - References

The Ads Won Awards for Crispin; But Did Nothing for Client …

22 Jun 2009 by acfou
CHICAGO (AdAge.com) — For all of Burger King’s marketing triumphs with its ad agency, Crispin Porter & Bogusky, it has lost — and continues to lose — ground to its largest and most significant rival, McDonald’s. 5-bksamestore-062209. Source : http://adage.com/article?article_id=137472 · Bookmark and Share. Monday, June 22nd, 2009 Uncategorized …Favorite Sites. Marketing Science – Digital Strategy, Digital Audit Services, Consulting …
go-Digital Blog on Digital Marketing – http://go-digital.net/blog/

Merovingian Knot (video)

29 Jun 2009 by acfou
Share Print this article! Digg Sphinn del.icio.us Facebook Mixx Google Bookmarks StumbleUpon Twitter.
go-Digital Blog on Digital Marketing – http://go-digital.net/blog/

Notes from the Field: Made Up Words; Digital Jargonisms

27 Jun 2009 by admin
web potato – the new couch potato. digital natives – the kids who dont know what newspapers are or what linear TV is. professional malpractice – preaching about digital when you’ve never tweeted or facebooked.
go-Digital Blog on Digital Marketing – http://go-digital.net/blog/

making claims and alienating people

19 Jun 2009 by acfou
claims like this are not likely going to get me (or any other user) to switch to IE.
go-Digital Blog on Digital Marketing – http://go-digital.net/blog/

Notes from the front lines: Facebook advertising metrics and …

29 May 2009 by acfou
Dr. Fou is Group Chief Digital Officer at Healthcare Consultancy Group a group of agencies within the Omnicom family specializing in pharma and healthcare. He helps clients developdigital marketing programs or improve the efficiency …
go-Digital Blog on Digital Marketing – http://go-digital.net/blog/ - References
]]> http://mktsci.com/blog/2009/07/digital-marketing-and-integrated-marketing-posts/feed/ 0 Viral Video Charts http://mktsci.com/blog/2009/07/viral-video-charts/ http://mktsci.com/blog/2009/07/viral-video-charts/#comments Fri, 03 Jul 2009 14:30:26 +0000 admin http://mktsci.com/blog/?p=362 ]]> source: http://adage.com/digital/article?article_id=137694

Who’s Not Sick of Sexualized Sandwiches? Viral-Video Viewers

What People Watched the Week of June 22, 2009

by Abbey Klaassen

Published: July 02, 2009

NEW YORK (AdAge.com) — While Ad Age’s Ken Wheaton lamented the multitude of sex-fueled fast-food campaigns last week, apparently the broader viral-video-watching audience is not sick of the schtick. Carl’s Jr. snuck onto the Viral Video Chart this week in the No. 10 spot with its video of “The Hills” star Audrina Patridge eating a Teriyaki burger in a gold lame bikini. Carl’s Jr. is still on the chart (for the fourth week in a row) for a different campaign: Its “How to Eat a Portobello Mushroom Burger” video, which enlisted a number of YouTube stars, is in the No. 6 spot.

]]> http://mktsci.com/blog/2009/07/viral-video-charts/feed/ 0 TV’s a More Effective Ad Medium Than Web – what’d you think they’d say? http://mktsci.com/blog/2009/07/tvs-a-more-effective-ad-medium-than-web/ http://mktsci.com/blog/2009/07/tvs-a-more-effective-ad-medium-than-web/#comments Fri, 03 Jul 2009 14:27:50 +0000 admin http://mktsci.com/blog/?p=360 ]]> source: http://www.adweek.com/aw/content_display/news/media/e3idb69280d465a66a2dcbf2872cbee16ff

TV’s a More Effective Ad Medium Than Web

July 2, 2009

- Anthony Crupi

NEW YORK A new research report designed to assess viewer engagement as it relates to various media platforms suggests that television presents a more effective commercial environment than the Internet or mobile devices.

]]> http://mktsci.com/blog/2009/07/tvs-a-more-effective-ad-medium-than-web/feed/ 0