Marketing Science » digital marketing http://mktsci.com/blog Real-Time Industry Trends, Competitive Analyses, Customer Insights Mon, 26 Jul 2010 14:03:45 +0000 http://wordpress.org/?v=2.9.2 en hourly 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 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 Notes from the front lines: Facebook advertising metrics and benchmarks http://mktsci.com/blog/2009/05/notes-from-the-front-lines-facebook-advertising-metrics-and-benchmarks/ http://mktsci.com/blog/2009/05/notes-from-the-front-lines-facebook-advertising-metrics-and-benchmarks/#comments Fri, 29 May 2009 14:14:03 +0000 Augustine Fou http://go-digital.net/blog/?p=353 As a scientist, I like to run experiments. And I like to make stuff. So my team and I made a few Facebook apps  that solved needs that we had (a few samples listed below) and shared them publicly on Facebook to see if they were also useful to other people too.
I beta tested some apps with a few friends by inviting them directly. Then to get it out to a larger number of people, we decided to try Facebook advertising, the much-hyped, holy grail of display advertising on one of the largest and most active social networks.

- visual discovery, share, and queue management interface for Netflix
- visual discovery and sampling interface for music (Amazon backend)
- create and send photo or video e-cards by drag and drop (Flickr and YouTube backend)
- visual display of your friends (closest ones have the most recent status updates)
- social commerce – I’ll buy what he bought; things I have, things I want

But what I found was eye-opening to say the least. Despite the potential of social ads where the social actions of your circle of friends could make the ads more targeted, none of the anticipated positive effects were observed. Despite the promise of mass reach, there was not the corresponding attention or clicks. And despite the use of demographics-based targeting, there was no statistically significant difference between different targets nor the control sample, running during the same time period.


What we saw were click-through rates of 0.01 – 0.05% — and the 0.01% often seemed like rounding because they did not report more than 2 decimal places. As a result of these click rates the effective CPMs turned out to be $0.01 – $0.19 and average CPCs ranged from $0.05 – $0.25. I’ve been running these Facebook ads for more than 12 months; and millions of impresisons later, there is no observable improvements to CTRs and thus CPMs and CPCs. But since I set up the campaigns to only pay when there is a click (CPC basis), I can let these run indefinitely because I am getting so few clicks, it’s not even making a dent on my credit card (which I use to pay for the ads).

In the spirit of openness, as an advertiser who wants to continue using Facebook advertising, perhaps there are a few things they can do to improve the effectiveness of Facebook display ads.

1. reduce the number of ads per page to 1 — displaying multiple ads artificially depresses click-through rates because users can only click on 1 thing at a time, even if they liked more than one of them. Displaying 3 on a page simply increases the denominator while the numerator does not increase — in the click-through rate equation: clicks / impressions.

2. make ads sharable – in the rare instance a user views an ad, it may or may not be relevant to her, but she may know that it is relevant and timely for a friend. By making ads sharable, she can click and send to a friend, who is very likely to find it useful and valuable, especially having been sent by a friend.

3. let users opt-in to ads in specific topic categories – when users are in the market for specific things, they are more likely to subscribe to pertinent news feeds, offers, etc. related to that topic or category. By giving users more power over what they want to see, it will also give advertisers more targeted and engaged prospects to target.

4. expand search-based advertising – when users search they are looking for something and are open to discovering something they didn’t know to ask for. So ads served up in response to a search is usually a lot more effective than ads served up simply when a page is loaded (display advertising). Facebook can serve display ads based on pertinent search queries.

Earth to Facebook…  anyone listening?
By Dr. Augustine Fou. 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 develop digital marketing programs or improve the efficiency and cost-effectiveness existing campaigns via advanced analytics, social marketing, and digital strategy. You can read more of his writing on digital marketing on this blog and follow him on twitter @acfou.
]]> http://mktsci.com/blog/2009/05/notes-from-the-front-lines-facebook-advertising-metrics-and-benchmarks/feed/ 0 social commerce – what do my friends buy? http://mktsci.com/blog/2009/01/social-commerce-what-do-my-friends-buy/ http://mktsci.com/blog/2009/01/social-commerce-what-do-my-friends-buy/#comments Thu, 29 Jan 2009 13:48:24 +0000 Augustine Fou http://go-digital.net/blog/2009/01/social-commerce-what-do-my-friends-buy/ examples include Amazon (reviews of reviews) and MyFaveThings Facebook app (users show what they have and what they want so their friends can simply “buy what he bought”). The concept is simply that modern consumers turn to their peers (instead of advertisers) to get ideas (awareness), advice (consideration), and recommendations (choice) during their purchase process. This can come from direct friends, from experts, or from collections of total strangers. The social actions of these groups help move the potential customer closer to the purchase expeditiously.

]]> http://mktsci.com/blog/2009/01/social-commerce-what-do-my-friends-buy/feed/ 0 missing link clusters http://mktsci.com/blog/2009/01/missing-link-clusters/ http://mktsci.com/blog/2009/01/missing-link-clusters/#comments Wed, 28 Jan 2009 21:33:43 +0000 Augustine Fou http://go-digital.net/blog/2009/01/missing-link-clusters/ a new way to identify customers who are “like minded” — instead of traditional targeting which relies on demographics, behaviour and psychograhics to create “personas” of target customers, we start with search queries, blog comments, forum questions to identify missing links of customers – the bits of information they need to make an informed purchase decision. Then if we see that thousands of people have the same missing link, then they are a cluster to which the same bit of advertising (the answer to the missing link) would be immensely useful.

]]> http://mktsci.com/blog/2009/01/missing-link-clusters/feed/ 0 social media benchmarks http://mktsci.com/blog/2009/01/social-media-benchmarks/ http://mktsci.com/blog/2009/01/social-media-benchmarks/#comments Wed, 28 Jan 2009 21:03:14 +0000 Augustine Fou http://go-digital.net/blog/2009/01/social-media-benchmarks/ Many clients have asked about social media benchmarks or social marketing benchmarks. They ask things like how many fans should they have on Facebook? They are concerned if they cannot project 1 million fans on their fan page.

But that is because most clients are coming from a reach and frequency background. Some have moved to unique visitors, pageviews, and time on site. But what is more important today is not that people get to the site or the time they spend, but what they do … so social intensity is a benchmark which captures the quantity and frequency of social actions like sharing, discussing, commenting, voting, etc. All of these actions lead to value that accumulates for other future visitors to the site.

]]> http://mktsci.com/blog/2009/01/social-media-benchmarks/feed/ 0 contextual commerce – content creating context for commerce http://mktsci.com/blog/2009/01/contextual-commerce-content-creating-context-for-commerce/ http://mktsci.com/blog/2009/01/contextual-commerce-content-creating-context-for-commerce/#comments Wed, 28 Jan 2009 04:45:30 +0000 Augustine Fou http://go-digital.net/blog/?p=62 contextual commerce valentines example – reading an article about planning a valentines date – buying flowers, chocolates, champagne, and lingerie all in one place through universal checkout

 

contextual commerce google search results january 28, 2009

contextual commerce google search results january 28, 2009

]]> http://mktsci.com/blog/2009/01/contextual-commerce-content-creating-context-for-commerce/feed/ 0 social intesity – frequency and quantity of social actions by consumers http://mktsci.com/blog/2009/01/social-intesity-frequency-and-quantity-of-social-actions-by-consumers/ http://mktsci.com/blog/2009/01/social-intesity-frequency-and-quantity-of-social-actions-by-consumers/#comments Wed, 28 Jan 2009 04:41:06 +0000 Augustine Fou http://go-digital.net/blog/?p=59 page 1 of 11.4 million results

social-intensity

]]> http://mktsci.com/blog/2009/01/social-intesity-frequency-and-quantity-of-social-actions-by-consumers/feed/ 0 content providing context for commerce http://mktsci.com/blog/2009/01/content-providing-context-for-commerce/ http://mktsci.com/blog/2009/01/content-providing-context-for-commerce/#comments Fri, 23 Jan 2009 01:33:26 +0000 Augustine Fou http://go-digital.net/blog/2009/01/content-providing-context-for-commerce/ contextual commerce

when e-commerce becomes “everyday commerce,” consumer retail will hit $2.7 trillion in the U.S. alone, with the online channel accounting for a larger and larger percentage of completed transactions.

Contextual commerce™ eliminates duplication of spending, provides accurate targeting through understanding the consumers’ online lifestyles™, increases the probability of completing transactions, and provides unprecedented tracking because the entire sales cycle is closed-loop in the same medium.

]]> http://mktsci.com/blog/2009/01/content-providing-context-for-commerce/feed/ 0 key performance indicators http://mktsci.com/blog/2009/01/key-performance-indicators/ http://mktsci.com/blog/2009/01/key-performance-indicators/#comments Wed, 21 Jan 2009 15:09:46 +0000 Augustine Fou http://go-digital.net/blog/2009/01/key-performance-indicators/ awareness – reach and frequency – impressions

consideration/trial – pageviews on site, unique visitors

social marketing – social intensity, the quantity and frequency of social actions related to the brand ( that relate to business objectives )

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