Posts Tagged ‘Marketing’

Social Media Works! (At Least For The Consumer)

March 28, 2008

Remember the chance to win a Wii? How many of you brushed it off and didn’t join it? Well, Nadia (the person I was voting for) and Claudia (the person I found it out from) both walked away happy, winning the Australia trip and Wii respectively. (Damn I’m jealous).

Obviously this is great news to those who won, but here’s a big question: Who remembers the company who organised the event?

I ask because I don’t. Even though I voted every day for a week.

Is such an online campaign considered successful if it’s largely popular and social, but people can’t remember much beyond the prizes and prize destination? What metrics should marketers and/or communicators use to determine the success or failure of such a campaign? Would love to hear from all of you who are smarter than me. (A considerable lot!)

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10 Relationships vs 5 Million Impressions? (And a Scrabulous Jingle)

February 2, 2008

Jaffe Juice #102 was released with perfect timing, on a day that I had lots of driving around to do. The beginning, a Scrabulous introduction is hilarious and well worth listening to, though of course, not the only thing you should listen to.

Early in the podcast, there’s a conversation about whether you would prefer 10 good relationships or 5 million impressions. Just one person in a room full of professionals voted for 10 good relationships. Perhaps some reason can be attributed to the fact that the numbers really are very far apart, and I suppose even for someone who wants to go down the relationship path, it might be hard explaining why you’d want to spend so much money on 10 relationships vs 5 million impressions, especially to a boss who’s well stuck in old marketing.

That said, I’m actually pretty curious about what number it would have to be before people start agreeing with 10 relationships. 3 million? 1 million? I was thinking to myself the other day that I wish I had done my Advertising module later, because I know so much more about new media and new marketing now than I did 4 months ago, and I have no doubt the new ways can be equally if not more effective. However, I’m reminded that unfortunately, the client and to some extent the professor, still graded very much on old marketing, which is sad.

What could be a worse situation than having the knowledge of how to make things better, but have people around you who don’t realise or recognise it?

Good News For Podcasting

January 21, 2008

As reported by Advertising Age, advertisers and marketers are beginning to turn to podcasts for places to sell (or at least create a presence) for their products.

I think that’s pretty interesting for people thinking about doing their own podcasts (I keep thinking about Scooter groups on WetPaint). After all, even the people who do Mugglecast are getting money and stuff (I say stuff because it ranges from Subway coupons to other things).

I guess the biggest draw here is not so much the amount of reach, but who you’re reaching. Harry Potter merchandisers could easily tap into Mugglecast, Pottercast and the others out there, and of course, Scooter wheel retailers could target Scooter groups. Better ways to spend marketing dollars, no?

Follow Up On Google/Wikipedia Ban

January 15, 2008

There’s another post over at Marketing Pilgrim touching on the same article I posted about yesterday (original article here).

I think Marketing Pilgrim says the same thing as Seth Godin, in that obviously Googling something for hard facts is normal, but Googling for critical thinking is just going to fail. If people use multiple Google/Wiki sources to pool together their essay/paper and help structure it, it shouldn’t be a problem. But just taking the first search result from Google and repeating that definitely isn’t a good idea.

First Book Of The Year

January 14, 2008

I finished Game Of Thrones, but before starting on the next book, I’ve decided to pick up Meatball Sundae instead.

Meatball Sunday, is Seth Godin’s new book (What? So soon after The Dip?), comparing Old Marketing (Meatballs) as one flavour, and New Marketing as the other (the Sundae toppings). What’s important in the book is probably the 14 New Marketing trends that he’s observed and comments on. I’m only at chapter one, but if you’re curious, Brand Autopsy has more.