Marketing Science » digital strategy 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 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 The ROI of Social Media is ZERO http://mktsci.com/blog/2009/04/the-roi-of-social-media-is-zero/ http://mktsci.com/blog/2009/04/the-roi-of-social-media-is-zero/#comments Fri, 10 Apr 2009 13:33:03 +0000 Augustine Fou http://go-digital.net/blog/?p=307 ]]> What is the ROI (define) for social media? It’s zero. That’s because there’s no such thing as “social media.”

People’s conversations are not media; they can’t be purchased as such by advertisers. In other words, people don’t talk whenever advertisers want them to and they won’t say whatever advertisers tell them to — so it isn’t “media” like TV, print, and radio.

If you treat people’s conversations as media, you’d be doing it wrong. Social marketing done right means asking for and respecting people’s conversations and giving them a public place to talk so others can hear. If the advertiser’s product is already great, much of the conversation will be positive. But even if it isn’t the advertiser will have the benefit of free “product research” because people will give them ideas for improvement. 

twitturly1

 

 

 

Untargetables are hard to reach. Unreachables are not reachable by traditional advertising media or channels. 

read more about the ROI of social media on ClickZ … http://www.clickz.com/3633341

]]> http://mktsci.com/blog/2009/04/the-roi-of-social-media-is-zero/feed/ 0 paid advertising social marketing ? http://mktsci.com/blog/2009/02/paid-advertising-social-marketing/ http://mktsci.com/blog/2009/02/paid-advertising-social-marketing/#comments Tue, 24 Feb 2009 16:40:40 +0000 Augustine Fou http://go-digital.net/blog/2009/02/paid-advertising-social-marketing/ ]]> if you had a dollar to spend today, where would you spend it? on paid advertising or on social marketing? why?

Paid advertising – it’s over once it’s aired

Social Marketing
1. peers telling peers – a lot more effective and trusted by modern consumers than a paid ad
2. archived conversations – when people take social actions like rate, review, comment, recommend, and share, these actions are archived for everyone to see online (valuable to future users doing research)
3. it yields a continuously increasing stream of free traffic (enhances SEO efforts)

after-seo

 

So whatcha gonna do?

]]> http://mktsci.com/blog/2009/02/paid-advertising-social-marketing/feed/ 0 trends in 2009 – open agency model, year of search and social http://mktsci.com/blog/2009/02/trends-in-2009-open-agency-model-year-of-search-and-social/ http://mktsci.com/blog/2009/02/trends-in-2009-open-agency-model-year-of-search-and-social/#comments Tue, 17 Feb 2009 12:49:26 +0000 Augustine Fou http://go-digital.net/blog/2009/02/trends-in-2009/ ]]> 2009 is the year of the “open agency model.” Many of the largest brands have declared that they are going “open agency mode” in search of lower cost, greater efficiency, and possibly better work. But while this idea may be good in theory, it is very difficult in practice. Having run a “virtual company” since 1996, I know of the challenges, as well as the upside. And the conventional wisdom of “you get what you pay for” holds very true here. I’ve outsourced to China and India to varying degrees of success and usually it took more time to communicate and re-communicate, do and re-do to get things right. And it ended up costing more overall, despite lower unit costs. Furthermore, most clients are brand experts of their own brand, but may not have the depth of experience in managing complex, global deployments … or perhaps even experience in managing photo shoots. Although it may be fun to go on photo shoots, but that doesn’t mean clients can manage that themselves. And having an inexperienced, small agency do it may not be that much more efficient either.

Anheuser-Busch Whacks Retainers for Its Agencies

http://adage.com/agencynews/article?article_id=134630

2009 has also been declared the year of search and social marketing. Many of the biggest brands now realize they must do something in search in order to be found when users are out looking for something. Knowing that 80% of online journeys begin with search (Forrester April 2008), it is more important than ever to be “findable” — after all, if they can’t find you, you don’t exist. Companies are also looking for efficiencies in social marketing — literally having people carry forth their message or amplify it for free. This is a good move because most modern users trust their peers far more than they trust an advertiser’s ad message anyway, according to countless studies.

]]> http://mktsci.com/blog/2009/02/trends-in-2009-open-agency-model-year-of-search-and-social/feed/ 0 Facebook CRM http://mktsci.com/blog/2009/02/facebook-crm/ http://mktsci.com/blog/2009/02/facebook-crm/#comments Thu, 05 Feb 2009 19:37:21 +0000 Augustine Fou http://go-digital.net/blog/2009/02/facebook-crm/ ]]> many clients ask what is the value of a Facebook fanpage. The answer can go one of 2 ways — 1) a lot, or 2) absolutely nothing.

It’s all in the execution. Most brands have a Facebook fan page which they put up with just a logo slapped on the page. Others, like Netflix, use it as a vibrant community of users and enthusiasts, who ask questions, make complaints, provide suggestions and new ideas, etc. Netflix has employees dedicated to listening and interacting with their fans. They even thank fans for their new ideas! imagine that!

http://www.facebook.com/pages/Netflix/6275848869?ref=ts

Beyond the good Netflix example, when people become fans on the fan page, they also give permission to the owner of the page to send them updates. More brands should take this “permission given” to continue to earn loyalty and advocacy through well-thought-out CRM program — Facebook CRM. It’s like email marketing, except it’s free!

]]> http://mktsci.com/blog/2009/02/facebook-crm/feed/ 0 social amplification http://mktsci.com/blog/2009/02/social-amplification/ http://mktsci.com/blog/2009/02/social-amplification/#comments Thu, 05 Feb 2009 17:13:04 +0000 Augustine Fou http://go-digital.net/blog/2009/02/social-amplification/ ]]> in a budget-constrained environment, the best thing an advertiser can do is shift more attention (notice, I didn’t say money) to social marketing and stimulate social actions among target users and customers. While paid media used to just get people to some place (like a website), social marketing is about stimulating social actions — so the people actually do something — share, rate, comment, recommend, etc. These actions lead to an accumulation of value over time such that future visitors will get the benefit of all of the actions that went before (e.g. I only watch the highest rated or most viewed videos on YouTube; I don’t have to wade through and find the good stuff myself). Furthermore, social actions are free to the advertiser — think “advocacy.” When real people carry the message forward to their friends, it is free amplification for the advertiser — social amplification.

]]> http://mktsci.com/blog/2009/02/social-amplification/feed/ 0