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Posts Tagged ‘Online Advertising’

Author: Emily Lange

Media relations and public relations are about building good communications with the public.  Although many people believe these two terms describe the same thing, this in actual fact is not the case.  Both media relations agencies and public relations agencies work to build the public perception of your brand, but there is a significant difference between which sectors of the public each agency is trying to reach. Media relations describe the relationship that is built between your company and the media.  Public relations describe the work that is done to build a relationship with the public.

Media relations involve building a positive image of your company through a relationship with the people who create news.  This means communicating with reporters, editors in newspaper or magazines, radio, TV and online to mold the public’s perception of your company through newsworthy information.  Dealing with the media can present many challenges, and requires a specialized type of agency to manage this important relationship. A capable media relations agency knows how to create and maintain a relationship that it is mutually advantageous to both your company and the newsmakers.  Although many companies have only a public relations agency working for them, with media relations included in their job description, it is definitely an asset to have  members of your public relations agency that have specific training in the media relations area.  This is a specialized field that requires unique skills.   A positive image in the media can make or break your business.

Each company should spend some time discussing the image they would like to create in themedia, and have an agreement with their media relations agency about what tone they would like their press releases and other communication with the media to take. Communications with the media must be honest, but not too revealing.  Specific guidelines must be in place outlining what is discussed with the media and what is off limits.  There should always be some emergency strategies in place to deal with any negative publicity that may occur.  The best way to control negative publicity is to deal with it quickly and efficiently.  With the advent of social media negative publicity can spread like wild fire, and needs to be contained and extinguished as fast as possible.

The ultimate goal of a media relations strategy is to create positive coverage in the media without spending money on advertising.  Positive coverage can be obtained by building relationships with those in the media who are likely to influence your brand like bloggers, and journalists who cover your business on a regular basis.  Any agency working in this internet driven environment knows the importance of creating a positive image for your company through close attention to the old media avenues as well as the new.  Social media offers more publicity opportunities, but also more challenges than ever before, and your agency must be capable of managing your company’s image and reputation in all forms of media.

Article Source: http://www.articlesbase.com/public-relations-articles/what-is-media-relations-6556626.html

The fast growth of Internet utilization has enhanced the need for business owners and service companies to place classified ad online. Also, with the changing situation and the increasing use of the Online classified ad programs are now being designed basically for web users. In addition to this, a number of classified websites are now offering the posting of ads free of cost.

The biggest advantage of online classified websites is that they have a much higher audience than that of the ads placed in a local paper, magazine or pamphlet. It is a fact that newspapers are being extinct and getting out of and computer, and online promotion is taking over by surprise.

It is the need of hour to have a strong presence in the internet market in order to have a global popularity. Classified websites are of two types- paid and free. Paid websites gives freedom to the people to place their ad at their desired place by paying more money. But, free classified ad works on the principle of ‘first come first serve’. The person who came first can acquire any of the space available and so on.

It is not necessary that a paid website will be more beneficial as even a reputed free classified website like s7ads.com and some others can also do the same for you and your business. They are worth in getting the aim completed which is in terms of high profit and increased ROI (Rate of Investment). But, before you go for any of the free classified website you must be aware of following 3 imperative points:

Place your ad only to the particular sites

It means don’t post your ad at every single classified website you find. As chances may happen that the site doesn’t include the category of your ad or may not be related to the kind of your business. Some people ponder that posting ad at more and more place or sites will give them more exposure. But that is not the right side of coin. People may think you a spammer or a rookie and may get irritated that will ultimately result into ignorance of your ad and business.

Never post in irrelevant categories

It is better to leave the site if it doesn’t contain the category of your business, rather to place your ad in wrong category. Your ad can receive bad response in this case. Post classified ad with integrity and you’ll achieve better results in less time and effort.

Don’t forget to put the link of your site in your ad

People in hasty forgets many important and crucial steps while posting the ad. The one is putting the link of the official website of your business in your ad. This will not make a professional image of your business rather will make your presence stronger among visitor. It will also increase the traffic on your own website.

Posting an ad will not require a single penny. But just need an undivided attention to prepare and eye-catchy advertise that will speak strongly on behalf of your business or company.

Author: riffre

Article Source: http://www.articlesbase.com/online-promotion-articles/3-imperative-points-you-should-know-before-posting-your-ad-on-free-classified-website-6285335.html

 

Author: Meagan Hollman

Mobile devices are quickly sweeping the world. Of those who own mobile phones in America, more than half (53%) of those are smart phones. With every change in the communications industry, the advertising industry has had to adapt or die. Most recently, online marketing companies are worried that the global sweep of mobile devices will destroy their business. Due to the smaller screens, lack of advertising room, and entire medium shift, digital marketing companies in Utah and the rest of the world will have to reevaluate the advertising experience of their constituency.

The troubles of adapting to new media have proved difficult so far. As with any disruption of paradigm, agencies have had to dramatically alter their paradigms. Companies like Facebook and Google, whose revenue is made primarily from online advertising, have already held multiple conferences concerning this shift to mobile internet access. To someone outside of the industry, making the shift from monitors and computers to pads and smartphones may sound negligible. However, even subtle changes in communication forum (which this case is not) can destroy the potential of entire conglomerates. Even more dramatically, some market critics are wondering if this shift will kill online marketing. As apocalyptic as this may sound, the answer is surely not as hopeless. Within and without Utah’s borders, new online marketing strategies are being developed to combat the trouble of creating a new advertising experience.

Since smaller screens are not fit for advertising banners and pop-ups have quickly become a disrespected form of advertising, new models must be invented. Some of the new ideas include personalization: ad agencies, with the search history and page views of favorite websites, customize a set of suggested types of advertisements for each group of people. Apps are another media which could be used by companies to urge customers into their service. For example, Amazon has an app which can scan items and give you their comparative online prices. Amazon and even local companies in Utah are formulated clever ways to utilize apps and turn the mobile revolution in their favor. 

Adapting has never been an issue for Utah’s online marketing agencies. After all, the shift to online business didn’t abolish the industry or even cripple it. In fact, online marketing is now more advanced and more utilized every day. Agencies who haven’t adapted have fallen into the oblivion of irrelevance. Those agencies who have survived have done so willingly and have flourished because of it. This new revolution of media offers just that opportunity for new agencies to emerge.

Article Source: http://www.articlesbase.com/online-promotion-articles/the-times-they-are-a-changing-6222878.html

 

Author: David Little

While stock markets around the world retrace, the financial picture of Greece and Spain flounders and the world holds its collective breath waiting to see if there’ll be an attack on Iran and a spike in oil prices, there is a piece of outstanding economic news for those involved in the place-based digital media market.

2011 was a great year for digital out-of-home advertising, and this year is setting up to be even better. Data from PQ Media released in April show that global digital place-based networks, billboards and signage operators saw revenue grow by 15.3 percent to $6.97 billion last year. This year, the revenue figure is projected to be even better, growing 19.2 percent.

In the United States, DOOH operator revenue climbed by 11.2 percent last year. According to PQ Media, an econometric research and consulting service in Stamford, CT, digital billboard operators saw double-digit revenue growth and operators of place-based networks saw a high single-digital rate of growth.

According to the PQ Media “Global Digital Out-of-Home Media Forecast 2012-16,” the compound annual global growth rate for the five year period will be 13.7 percent. Much of the revenue growth appears tied to a recognition of how important it is to reach consumers outside the home where they make purchases. “While TV remains the 800-pound gorilla of ad-based media due to its reach, scarcity and measurement, DPNs (digital place-based networks) offer brands opportunities to extend their reach by engaging target consumers with contextually relevant content in venues outside the home,” said PQ Media CEO Patrick Quinn.

Digital signage networks were one of the fastest-growing ad-based media in the United States last year. While PQ Media acknowledged a deceleration in the rate of growth in the second half of 2011 due to cyclical economic events, it found digital place-based networks experienced a revenue increase of 10.7 percent from 2006 to 2011.

According to PQ Media, digital place-based networks are likely to benefit indirectly from the Summer Olympics in London and the U.S. political campaign this fall. Both traditionally inject significant revenue into local television stations as well as cable and broadcast networks. This time around, however, PQ Media foresees a scarcity of TV inventory. As a result, major brands squeezed off television could be forced to consider other video platforms, such as digital place-based networks, said Quinn.

The latest revenue tally from PQ Media is another in a growing string of positive developments over the past couple of years for the digital signage industry. Together, they wins demonstrate that digital placed-based media is a viable and being taken seriously by companies with products to sell and the advertising agencies they hire.

The growing availability of audience metrics for digital place-based media is adding a sense of legitimacy about this new medium for those who control where ad dollars get spent. The PQ Media ad revenue numbers, therefore, shouldn’t be too surprising.

Going forward, the next big test for this medium will likely be whether or not those responsible for buying ads will reallocate dollars from television to digital place-based media.

With the possibility of too few available commercial slots on TV in the second half of the year, there might be a hint as to whether digital place-based media can begin taking on the “800-pound gorilla” and winning.

Article Source: http://www.articlesbase.com/advertising-articles/digital-signage-advertising-hits-its-stride-5986204.html

About the Author

David Little is a charter member of the Digital Screenmedia Association with 20 years of experience helping professionals use technology to effectively communicate. For further digital signage insight from Keywest Technology, visit our website for many helpful tips and examples. For more in-depth research from Keywest Technology, download our free digital signage white papers and case studies.

Author: Tim Hawthorne

Armed with an insatiable appetite for the unique, pretty, ugly, soft and cuddly, today’s kids want more toys, dolls, art kits, pillows, music and entertainment than ever. They don’t even have credit cards yet, but their voices and buying habits are already being heard – and heeded – in many households.

Answering the call is a group of manufacturers and marketers that have their fingers on the pulse of the children’s market. They work in a category that hasn’t historically ranked high on the DRTV charts despite the fact that it racks up millions of unit sales annually.

Targeted to toddlers, pre-teens, teenagers and their parents, fun and educational products often translate into successful retail, web and catalogue plays. That not only helps extend brand life – Kidz Bop, for example, is currently in its 14th version – but also ensures that the products reach multiple generations of children over time.

Market research firm Packaged Facts reports that the kids’ market reached over $21 billion in disposable income in 2010, and that families spent more than $115 billion on kids in key consumer areas, such as food, clothing, personal-care items, entertainment and reading materials.

The fact that kids have a lot to say about how that money is spent translates into major opportunities for marketers who get into the minds of these young buyers and figure out what they want.

Sometimes the answer lies in the simplest of ideas. Bees, ladybugs, dogs and unicorns took on new identities in 2003 when Doug Fowkes introduced the world to Pillow Pets. The folding stuffed animals have since morphed into an entire line of plush products that includes blankets, hats and even bedroom slippers. The concept of an animal-shaped pillow is simple enough, but it took Fowkes’ marketing genius and a boost from DRTV to turn these products into a real goldmine.

John Miller, a pioneer who helped build the kids’ category with Better Blocks, Floam, Bendaroos and Pixos, is current president and creative director at Hutton-Miller in Boca Raton, Fla. Miller says those early products – plus newer innovations like Happy Nappers™ and the Gyro Bowl™ — have all helped to drive the children’s category.

‘We realized early on that success in this category depended on how excited children got over the products, and whether they could get their parents to pick up the phone and place orders,’ says Miller. ‘We call it ‘pester power’ and it works very well with kids’ products.’

However, the children’s category can be fickle:  Kids sniff out inferior products quickly and jettison them to the bottom of the toy box. ‘The key is to produce and advertise quality products that truly excite the child,’ says Miller, who calls DRTV the ‘jumping-off point’ for all other distribution channels. ‘DRTV toy commercials have evolved from simply introducing products to creating categories that everyone jumps in on.’

Robert Yusim, president of Product Counsel DRTV in Winnipeg, helped bring to market DRTV products like Moon Sand, Moon Dough, Air Hogs and Vectron Wave. He says the most successful children’s DRTV shows center on fun creative treatments that include the appropriate balance of product demonstrations, fun displays and ‘magic transformations’ that ooh and ah the young audience. ‘Getting kids to react and then lobby their parents is the hardest part,’ says Yusim. ‘You can only do that through compelling creative.’

The momentum established by the many children’s products that left their mark on the DRTV world has opened doors for companies seeking a direct channel for their youth-oriented products.

Both infomercials and short-form commercials have proven themselves as effective ways to sell kids’ products and to create brand awareness and desire among a diminutive but influential component of today’s households.

Article Source: http://www.articlesbase.com/branding-articles/who-says-kids-products-dont-sell-on-drtv-5771232.html

About the Author

Author of over 200 published articles, Tim Hawthorne is Founder, Chairman and CEO of Hawthorne Direct, a full service DRTV and New Media ad agency founded in 1986. Since then, Hawthorne has produced or managed over 800 Direct Response TV campaigns for clients such as Apple, Braun, Nikon,Time-Life, Nissan, Oreck, Bose, and Feed the Children, Tim is a co-founder of the Electronic Retailing Association, has delivered over 100 speeches worldwide and is the author of the definitive DRTV book The Complete Guide to Infomercial Marketing. A cum laude graduate of Harvard, Tim was honored with the prestigious ‘Lifetime Achievement Award’ by the Electronic Retailing Association (ERA) in 2006.

Author: Jim Kleypas

If you closely examine the relationships involved in creating your marketing communications, you will discover that there are many facets involved. It is of the utmost importance that all parties are in step with each other in order to produce a top-quality product. There are some ‘early warning signs’ that the creative understanding between an Agency and its clients might be, at best, out of sync, and at worst, headed for a train wreck. A few of these points are listed out below – I hope you not only enjoy them but that they provide some serious insights for you:

*Never Explain Rejections – If you keep quiet, and keep your unspoken goals to yourself, you will always have the upper hand on your creative team because they will never even get close to satisfying you.

*Cram Every Product Into Every Ad – You know those creative types – always trying to push a design that leaves so much ‘unused’ space on any given page. Even though a strong presentation on a commanding feature or benefit might actually sell something, don’t let all that space on the page go unused.

*Don’t Bother To Follow Up With Research – You might learn that some creative approach other than your own actually worked and deserved to be repeated or expanded to other product lines – but you would have to give up some control over the creative process and that would never do.

*Nit-Pick – There is nothing – and never will be anything – that cannot be criticized and ‘improved’ by you or your advertising committee. Even though your creative team has worked weeks to perfect a concept, it can always be torn down.

*Never, Repeat Never, Praise Good Work ­– Always keep the creative team on its toes by not telling them they have done good work. After all, you just might get more of the same.

These points were originally written to try to provide guidance to some young, but inexperienced, Account Executives on the Agency side of the business.  They have been in my file, and in the back of my mind, for over thirty years and I am still amazed at the timeless wisdom they represent.  If nothing else, they are a reminder that any successful creative problem solving can only be achieved if the whole team is rowing in the same direction.  If, in the execution of your marketing communications program, you begin to sense that something might be out of sync on the creative side of things, solve that problem first – then tackle the bigger creative issues.   Early warning signs might start small but they will quickly mushroom to proportions that can completely derail a creative effort.

Article Source: http://www.articlesbase.com/branding-articles/creativity-killers-early-warning-signs-5737494.html

About the Author

Clients who work with Jim Kleypas on their communications challenges enjoy the advantage of a thoroughly professional, highly experienced team leader. A former corporate ad manager, Jim entered the agency business as an account executive and moved up through the ranks to the position of agency principal and president. Along the way, he repeatedly demonstrated a keen sense for understanding client needs and how to manage his team to produce cost-effective, high-impact solutions.

Jim’s years of experience on both sides of the client-agency relationship gives him a broad perspective of both client needs and innovative marketing strategies. From client to client, Jim demonstrates a consistent ability to increase market share while remaining sensitive to budget guidelines and each client’s unique personality. When it comes to supervision of an agency’s relationship with a client, executives nationwide know they can rely on Jim Kleypas to deliver success-oriented results.

Social Media Fatigue: the Challenge for Brands
Author:
Position2

With so much going on in social media these days, it is natural for both marketers as well as users to feel overwhelmed by the need to keep up. Social media is dynamic; while many companies are considering Google , others are juggling between blogs, tweets and posts. It is not just about what social media platforms to use. For most brands, the bigger challenge is keeping content fresh and coming up with new ways to keep consumers engaged. The increasing pressure to be on top of everything and to keep ahead of the competition can sometimes lead to social media fatigue. From the consumer’s point of view, reading the same content on Facebook, blogs and other channels will only give them a reason to check out your competitor’s webpage. Gartner’s recent study on social media fatigue shows that:

  • One in four young people is ‘bored’ with social networking sites such as Facebook and Twitter.
  • 31of the respondents between the ages of 18 and 24 said the fun of social media is wearing off.
  • The study also indicates that social media exhaustion is something that was most commonly associated with the early adopters. For online marketers, this signals the need to keep branded content fresh and capture people’s attention instantly.

Average Corporate Owned Social Accounts

The proliferation of social media platforms can be exhausting for marketers. Yet, many brands believe that the more social media accounts they have, the more web-savvy they are. According to research by the Altimeter group, large corporations averaged a surprising number of social media accounts (178). So much choice and not as much content; what is the best approach? Do you focus or diversify? Do you jump onto every new social media channel that is launched? In our opinion, preventing social media overload is all about finding answers to the too much vs. too little dilemma. Here are some easy-to-follow suggestions:


  • Define Precise Goals

    The key to staying fresh and avoiding a burn out is finding out exactly what you wish to achieve from your social media efforts. Defining precise social media marketing goals is the first step towards understanding what works best for your brand.

      • Creating a Social Media Footprint: For brands that are relatively new to social media, gaining visibility and establishing a solid online presence is imperative. If these are your objectives, then we recommend focusing on the big three (Facebook, Twitter and LinkedIn) before considering the other options available. This will prevent your brand from getting lost in the social media blur and keep you from getting exhausted in the initial stages.

    L\

    • Knowing your Audience: If you have a target audience in mind, then the right approach will be to focus only on those channels where your prospective customers are most likely to be present. For instance, cosmetics brand L’Oreal launched its recent digital campaign on Facebook after research showed that women, who are the biggest consumers of their products, were highly active on the networking site. Posting the same content all over the social space, hoping it reaches your target market can be exhausting and time-consuming.
    • Improving Customer Satisfaction Rates: Our advice to brands looking to improve their customer satisfaction rates is ‘less focus on fancy campaigns and more focus on helping customers.‘ Although a well-thought out, creative campaign is sure to attract new customers, it may not exactly be what existing customers are looking for. @dellcares Twitter Account
      Instead of launching one campaign after another, while simultaneously trying to keep up with the flood of queries from customers, it would be wiser to work towards being a customer-centric brand. Offer advice, demonstrate how you can be of service, and show your customers that you care. Satisfied customers mean your brand can now breathe easy, plan ahead and eventually launch those great campaigns. Dell, which lists customer-service as one of its top priorities, has an exclusive team that focuses on helping customers via the @DellCares twitter account.

    Defining precise goals will give you a great sense of direction, helping you plan ahead. The ‘let’s get on board and decide as we go along’ approach sounds tempting; however, like everything new, the novelty of social media can wear off, leaving all those fans and followers wondering about the unexpected dip in activity. Our advice? Fight social media fatigue by getting a S.M.A.R.T (Specific, Measurable, Achievable, Realistic and Timed) plan.

  • The Balancing Act
    As an online marketer, information overload can be overwhelming not only for you, but also for your customers. There is a fine line that divides too much content from too little; this can either convert customers to brand advocates, or will drive them to completely stop following your brand. Although achieving the right balance can be challenging, it is nevertheless, vital for long term success.

      • The Importance of Give & Take: Many companies use social media as a platform to talk about or promote corporate activity. Yes, it’s true that social media is a place for this kind of a thing, but not all the time. Uploading or posting promotional material incessantly will give your audience a case of editorial fatigue, giving them the impression that you are too self-absorbed. Welcome those who respond to your marketing messages, engage with them and listen to what they have to say. Keeping the ‘social’ in social media is all about having a balanced brand-customer relationship.
      • To Tweet or not to Tweet: The plethora of networking channels out there can sometimes be confusing for marketers, who do not know if they should tweet, blog or constantly update their Facebook page. The pressure to be present everywhere or be left behind has seen many brands experiment with various channels. After a while, this can be overwhelming and tiresome. Here’s what we think: a) If you tweet more than 25 times a day, then it would be best to blog b) Try Groupon or Livingsocial instead of Twitter if ‘deal-of-the-day’ is your thing c) Not much to say? Then you should just tweet. As quoted by the Global Director of Digital and Social Media for PepsiCo, Bonin Boug, ‘Do only as much as your resources will allow. If you don’t have the means to have a person on Twitter 24/7, then don’t do it that way….Have [something like] Follow Fridays were you spend two hours talking to the community if that’s all you have to work with. There really are no set rules.

    Old Spice Ad

    • Integrate Social Media with Traditional Marketing: For brands that prefer social media in small doses, integrating social media marketing with traditional advertising campaigns is a good way to get the best of both worlds. Many companies believe that a well-balanced mix of social and traditional media can avoid a marketing burnout. One of the companies to have successfully experimented with this approach is P&G. While continuing to advertise on TV, the personal care brand has also managed to create several memorable social media campaigns.
  • Running Out of Ideas? Listen to Your Audience

    One of the most common indicators of fatigue creeping into your social media activity is when you don’t know what to do next. Marketers who are highly active on social media are on the constant search for fresh ideas and content in order to keep people interested in their brand. In a world where users are easily turned off by information that is dated and dull, this can be quite a challenge. To stand out in a highly competitive environment, brands need to create content that takes into account the real world environment and the day-to-day events that influence people. This is where social media monitoring tools prove to be highly useful. Here’s why we think media monitoring tools like Brand Monitor should be a ‘must have’ in every digital marketer’s tool kit:

      • It Pays to Listen: Refreshing content regularly is necessary for brands looking to keep people interested in their social media pages. However, delegating this responsibility solely to the marketing or creative department may not always be the best approach. The answer? Listen to your customers for content ideas. Media monitoring will help you sift through the conversations, pick out the most important ones and help sow the seed for some great content.

    Brand Monitor Volume Graph

    • Creating a Campaign? Look Out for the Trends: Measuring the impact of an online campaign is one of the most important reasons why brands use social media monitoring tools. How about using the same monitoring tools to help generate ideas for a new campaign? Using these tools will not just save time and effort, but also identify the current trends. Brands can then design marketing messages accordingly and create a unique brand or company angle. According to Harvard Business Review Analytics Services Report, 55effective users are using social media to monitor trends or look for new product ideas. Here’s what we suggest; monitor the buzz pertaining to trend, topic, or specific keywords before creating a campaign. You are less likely to burn out while learning new things that interest your consumers.
    • Testing the Waters: The best way to check if an idea is likely to work is by asking questions. Post that blog, ask your readers what they think, seek opinions, even opposing point of views. While some audiences jump into conversations willingly, others need to be prodded and asked for ideas and suggestions. This is a smart way to test the waters. Monitoring conversations, analyzing the sentiment associated with the topic of discussion etc, will help you alter your marketing messages and content accordingly, saving time as well as effort.

    My Starbucks Idea
    The Starbucks formula for social media success is quite simple; monitor the trends and communicate with customers for new ideas. The caffeine-giant, through its social media pages, asks fans for suggestions, encourages discussions and requests for ideas on anything related to the company. Prior to launching a campaign for a new or an existing product, Starbucks picks out the most relevant conversations (mostly by listening to what the influencers are saying) and ideas, making users feel that they have some role in the decision making process of the company. By doing this, the company not only generates new ideas and fresh content at regular intervals, but also keeps social media fatigue at bay.

  • Smart Solutions

    You have done your homework, equipped yourself with the required social media tools and have a great brand-customer relationship; yet, your efforts to go ‘social’ are running out of steam. What you need are a few simple, yet smart-solutions to make certain you don’t run around in social media circles.

      • Automate Some of Your Posts: For marketers with profiles on multiple networking sites, updating them all the time for routine ‘broadcast’ messages can be a tiresome task. This is true, especially, in case of smaller brands that do not have the necessary resources to refresh their social media content frequently. Automating the posting of some content is a smart way of saving time and energy, at the same time keeping content up-to-date.

    Facebook, Twitter Accounts Link

    • Linking Accounts: Linking key social media accounts saves time for marketers who want to post a common message across profiles without having to log in and out several times. For instance, tying your Facebook and LinkedIn accounts with Twitter, means every time you update something on Twitter it will appear on all three accounts.
    • Appoint a Dedicated Social Media Team: A large number of companies have their marketing or PR staff also overseeing their social media activities. This works fine for small to mid-size companies that have limited resources. However, for brands that consider social media an integral part of their marketing strategy, it is important to have a dedicated social media team to manage posts, tweet on behalf of the company and monitor the buzz surrounding the brand. This will not only reduce fatigue, but will also ensure the core marketing team has the time to focus on their content creation and campaign management tasks.

Conclusion:

Marketers have moved beyond seeing social media as a fad and have started to include it as a crucial part of their overall marketing strategy. While this certainly has its benefits, it also means the possibility of getting caught in the social media vortex is high. After the initial excitement to post, blog, tweet or 1 wears off, brands are confronted with the question of ‘what next?’ Also, the fact that social media never stops means companies are increasingly pressurized to keep up. Our research shows that online marketers with an organized approach to social media have been more successful at beating the exhaustion that eventually follows.

Instead of the ‘do-it-yourself’ approach, brands are now looking at customers for inspiration by monitoring for trends and listening to conversations. It is also important to keep in mind that social media fatigue is not something that is restricted to marketers. With so much content and so many platforms to choose from, consumers are also susceptible to a burnout. Though it is not always possible to hold their attention all the time, innovating and diversifying can ensure that people are interested in your webpage. Easy-to-understand, fresh content has proven to be effective in preventing digital fatigue for both brands as well as consumers.

That said, for brands that are plugged in 24/7, instances of fatigue can occur occasionally. Take a deep breath…you don’t need to be a social media maven to avoid an overload; preventing a burnout is all about achieving that perfect balance, knowing what works for you and applying smart solutions.

Article Source: http://www.articlesbase.com/social-marketing-articles/managing-social-media-burnout-5212743.html

Author: John Hammond

Is Facebook Advertising Different from Advertising on Google’s PPC Platform?

Yes it is..

And at this point in time many advertisers are getting it wrong.

Get it right and not only will you get cheaper clicks but also an avalanche of targeted traffic to your business and website.

Recently Google stated that the only company they fear in their internet domination is Facebook.

Why?

Because Facebook is now bigger than Google with over 500,000,000 registered users, that’s right there are more people registered on Facebook than there are men, women and children in the USA. Imagine the potential of this market place to advertisers?

Before we even consider this it is worth analysing the development of Facebook and their data collection techniques. What I find intriguing about Facebook is the data that is compiled on each individual is given over freely by that individual and in great detail too.

When people register on Facebook they are happy to list their main interests, the TV programmes and movies they love and the books they read, the activities they enjoy and even what religion they are associated with. All this data and information means that the advertiser is able to laser target their marketing campaigns.

Let me give you an example, lets say someone has listed Star Trek as their favourite programme, I would assume there are many ‘Trekies’ the world over registered on Facebook or even a Facebook group or a Fan Page that is dedicated to the Final Frontier itself! Ok?

Let’s say I am a promoter of Star Trek Conferences, what I can now do is place an advert up on Facebook and advertise to all of the people who have listed Star Trek as one of their favourite programmes. (I will go into this in more detail later on) but you get the idea?

What this means to Google is that there is now a rival platform where advertisers can spend their money and at this point in time get cheaper clicks. The price of Facebook Advertising is one twentieth the cost of advertising on Google at the time of compiling this article.

However there is a major difference in the type of paid advertising you should execute on both platforms. Google as we know and love it has the two advertising opportunities of Google Ad words and Ad sense..

Ad words is where we can bid on some keywords and put up our own advertising either in the top 3 positions or on the right hand side of the page when someone enters a Google search, Ad sense is where we can incorporate our advert into Googles Content Display Network. Now the key to remember here is that this advertising is search based, we are trying to identify keywords that people are searching under within the Google so that we can have our ad appear in front of them.

With Facebook we have much more detailed data on an individual and in fact on many individuals, but there is not a complex search system on Facebook. What Facebook will do is place your ad in front of people relating to the interests, activities, TV programmes and movies that they have detailed in their personal profiles. So the Keywords to search under within Facebook are the detailed words within the personal profiles of people who have registered on Facebook.

Facebook advertising allows the advertiser more characters within their advert and also and more importantly a picture that can be displayed with the advert. This is where Facebooks advertising differs to Google.

Even though Facebook advertising can be executed with keywords which are peoples interests or activities that they have already told us they are interested in and we can utilise, the picture we place with the ad turns Facebook into ‘Display Advertising’ rather than Google’s ‘Search Advertising’. So the choice of picture and the impact that picture has on the viewer is of paramount importance.

So let’s go back to our Star Trek Conference example.. what picture do you think would immediately say ‘Star Trek?’ For me it would be a head and shoulders picture Mr. Spock making his Vulcan greeting sign.. you know the one where he splits the fingers of his hand. This would almost instantly grab the attention of a Trekkie.. pair that with a headline of ‘Wanna Meet Mr.Spock? I know I could be onto a winner!

So think about the niche you are in what picture depicts that niche and what image might you use to stand out from the norm to get noticed within that niche? Start to look at ads that are running on Facebook and look for images that stand out for you to give you some ideas.

What we must take further into consideration now is that Google has proclaimed that in the future they will really only be interested in big corporate clients who have over $100,000 a month to spend on their PPC search advertising, the knock on effect for the small internet entrepreneur is that clicks in Google will cost a lot more and there will be possibly even more hurdles to jump through to get a good quality score with your advert.

All you have to do is compare how easy it was to advertise when Google was in its infancy, essentially anything was OK, where as now advertising with Google is much more complex and of course the dreaded ‘Google Slap’ sits prominently waiting for its next victim!

So yes advertising on Facebook is definitely different from advertising on Google. Facebook is ‘Display Advertising’ whereas Google is ‘Search based’. When we talk of Display think magazine style advertising..

A picture paints a thousand words, research magazines and make a note of pictures that stand out to you. Look at adverts that include pictures within them and decide why that picture has been placed with that ad, then incorporate this strategy into your Facebook advertising.

Article Source: http://www.articlesbase.com/internet-articles/is-facebook-advertising-different-from-advertising-on-googles-ppc-platform-3920505.html

Author: Paul Ashby

Sin No. 1

And in many ways this is the biggest sin of them all!
The total lack of genuine accountability and effectiveness. More and more evidence is emerging that there is ample justification for questioning a major advertising pretension that it does, indeed, work at all!

The repetitious cry and certain belief that “creativity” is the answer to all marketing problems – it isn’t and frankly never really has been.

It’s a given that all human knowledge is provisional but it is also incremental, the sum of what we know to day is far greater than thirty years ago – with, possibly, the sole exception of marketing/advertising. Nothing new has been added to the armory of advertising…no debate is taking place as to where to go next! Perhaps that is because there is no place else to go!

However to day it is still an article of faith among advertising people that advertising will not change because ‘it works’!

Facing the painful truth is the first essential step in devising a sensible strategy for the perpetuation of advertising. And the painful truth is “Advertising no longer works”!

Sin No 2.

Is it because that, for financial reasons, you do not want to address the problem of clutter…because it is a huge and growing problem which contributes to the declining effectiveness of all advertising.
The poor old customer, or in advertising speak, Consumer, does not want to take delivery of even more messages, after all they do not appear to be taking much notice of the messages that exist already!
The advertising world has dehumanized and depersonalized the process of communication and very little evidence of consideration of the consumer exists.

Sin No.3

You just don’t listen, whenever some well meaning person dares to question the “Advertising Works” article of faith, down comes a torrent of abuse, and the fact is it can only be a torrent of abuse because you do not have a solid fact to support your spurious claims. Listen to your Clients:
As one large Client recently explained: ‘In to day’s marketing landscape, building a brand is about a whole lot more than advertising. An advertising agency alone cannot deliver everything we need – even though agencies may claim to deliver this, it’s a myth’.
Or even listen to people closer to home:
Derek Morris, Chairman and chief executive of ZenithOptimedia attended ‘Media 360 Conference’ in Wales. In a long letter in MediaWeek, he said, among other things, ‘But what are the lessons to bring home from South Wales? What should we actually do? And there, in the final session, reality caught up when the Client told us to ‘Change before you are dead’.

Sin No.4

If you don’t want to listen then for Heavens sake forget the glorious past.
Your current model of advertising was developed in the Sixties when product choice was much more limited and people were easier to stereotype into categories like income, sex and class. It was much easier for advertisers to target people and bombard them with sales messages.

Today’s marketplace is different and all the old certainties are gone. To be effective in your communications it is sound advice to start with the premise that you know nothing about the people that you believe your product is aimed at.

You all have become too parochial, too introspective, too convinced by your on hyperbole.

Sin No.5

Stop this insane rush onto Web 2.0 it is not a medium intended for mass advertising, and, as has been recently established, “Users became more or less desensitized to the Advertising”

That was recently said of advertising on social networking sites.

Clients are experiencing fast diminishing returns on their social networking ad investments.

Clients are expressing disillusionment.

Web marketers, ranging from Google at the apex of the ad triangle to the mass of small companies are showering social-networking sites with ad dollars without getting their hoped-for returns.

The question is not ‘Has the advertising model broken’? The question now is ‘What are we going to replace it with’?

The complacency of the IPA is overwhelming, they appear not to be doing anything to answer the increasingly strident complaints.

Complaints such as, clutter, and here the irony is that advertising agencies appear to think that placing more advertisements is the way to solve clutter!

Complaints such as lack of accountability, to day, and after fifty years of extensive advertising, there are no reliable figures available on audience measurements.

And most certainly there are no effective studies as to the effectiveness of advertising…on sales…. As a return on ROI…and much more.

To day it is more important that a close investigation as to the suitability of advertising on Web 2.0 be undertaken instead of rushing onto the Net and ignoring all the signs. These are that it is a highly unsuitable medium for advertising.

After all it is ‘The Wild West’ where anything goes!

Sin No.6

Your inability to move very rapidly into the post-advertising mindset is caused by you being unable to recognize Sins 1 through 5 above.

Astonishingly, a sizable percentage of marketers and marketing-service leaders seem mired in the advertising mind-set.

The Cannes Lions Festival still celebrates ads-a position, one suspects, roughly equivalent to the Cannes Film Festival honoring silents. The One Show held two concurrent programmes this year-one for conventional ads, another for on line. (One wonders who in this mix felt like a second-class citizen).

In a transparent world, the power of an “ad campaign” to change minds is strictly limited, and getting more so every day. It’s way past time for the industry’s leaders to get naked and reinvent advertising…it they can!

Sin No.7
Your complete and utter lack of understanding of the word “communication” together with a lack of appreciation as to what can, and does, stifle effective communication.

All advertising is a form of learning whereby the advertiser is asking people to change their behavior after learning the benefits of the products or services on offer. However, we all tend to filter out information, which we do not want to hear. This clearly alters the effectiveness of conventional advertising in quite a dramatic way.

The final purchase decision is invariably a compromise and this leads to a certain amount of anxiety; the worry that perhaps the decision was not the best or the right one. In order to minimise this anxiety the purchaser seeks to reinforce their choice and begins to take more notice of their chosen product’s marketing communications.

Due to a lack of understanding of the communication process we have created a media society during the past 40 or 50 years, where the whole process has been de-humanized.

There is now an extraordinary reduction in interaction because conventional advertising and marketing have become a one-way practice whereby information is disseminated in a passive form.

So what are you going to do about this?

Article Source: http://www.articlesbase.com/marketing-articles/the-seven-deadly-sins-of-advertising-333101.html

About the Author

Having invested over $10 million in independent research, Paul Ashby is ideally suited to present the case for the widespread use of interactive marketing communication. The research investment has proved conclusively that one exposure to an interactive ‘event’ is far more effective in all key measurements, than traditional advertising. Paul made this investment because his company, Effective. Accountable. Communication is predicated on being totally accountable to its Clients.
Discover more on http://interactivetelevisionorinteractivetv.blogspot.com

On this week’s segment our President/CEO speaks about the role of opt-in email marketing along side of Social Media. 

FriedonBusiness-09-01-2011

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