Russian Search Engine Yandex Enters Social Arena


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RussiaRussia’s ad online industry continues to follow U.S. search engine marketing emerging trends in the local and social arenas. But it requires significant resources and an understanding of the local market, according to Elena MacGurn, senior SEO specialist at Covario.

MacGurn said some global brands have established an online presence in Russia, but few have tied that into social. Earlier this year, Yandex pulled in site content from social networks, partnering with Twitter to serve public tweets and social profiles in search results. The engine estimates having about 250 million personal profile pages hosted on blog platforms and social networks.

Yandex shows country-specific data for international users and offers different search results for geo-dependent queries in more than 1,250 Russian regions, according to MacGurn. She said the search engine offers tools to support geotargeting and SEO localization. Leer más “Russian Search Engine Yandex Enters Social Arena”

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Targeting Your Next-Generation Wallet


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The mobile wallet has been a solution in search of a problem for a number of years now. The promise of integrating payment and marketing tools into a portable digital device (namely the cell phone) is as obvious as it has been elusive. If digital marketing can be tied more directly to actual point of sale, then marketers can close the loop on measuring ROI in ways never before possible. The payoffs for ad impressions, loyalty programs, offers-based programs, etc. all can be tied to purchase. The implications for media attribution, consumer behavioral data and just about everything else in the media value chain are enormous.

While mobile wallets have been a dream of marketers, they have not been able to demonstrate the necessary value for two key constituencies, consumers and merchants. For the end user, mobile payments and wallets don’t solve much of anything, since pulling out a cell phone is not much better than pulling out a credit card or a loyalty card.

And what is in it for the payment chain? As Alistair Goodman, CEO of geo-located mobile solutions provider Placecast explains it, “There has been a realization in the mobile wallet space that there is not a lot of new revenue to be generated by the transactions because that is a very efficient channel and all the players are quite optimized.” There is also not a lot of incentive for merchants to get with a program that merely shifts the method of payments consumers will be using anyway. Leer más “Targeting Your Next-Generation Wallet”

E-Commerce Update: Social Matures, Mobile Mismatched


 

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While the 100 largest retailers have made plenty of inroads in e-commerce, including an increasingly mature and strategic use of social marketing, there are lots of missing links, too, according to Deloitte’s latest analysis.

To rank the stores, Deloitte evaluates some 130 e-commerce features and functions, according to a defined maturity scale. Many of these functions, of course, are by now retailers’ bread and butter. Without robust product search capabilities, reliable site performance and a social presence, the report notes, stores aren’t likely to achieve critical mass.  Leer más “E-Commerce Update: Social Matures, Mobile Mismatched”

Mountain Dew Lets Fans Plan Tour, Events

by Karlene Lukovitz

Typically, a brand event is at least months in the planning — or if not, likely requires hyper mode by the agencies handling it.

But while seat-of-the-pants activation may be inadvisable for most events, a 30-day, 69-city “grassroots” promotion tour that was part of Mountain Dew’s year-long “DEWmocracy 2” campaign may point to an alternative worth considering.

In synch with DEWmocracy 2’s mission of engaging fans by having them campaign and vote to determine which of three new Dew flavors would be rolled out by PepsiCo, the destinations, activities and venues for the “DEWmocracy: The Flavor Campaign” tour were also largely determined by fans.

The basic concept: Three mobile teams comprising agency/marketer reps and hardcore Dew fans — each team “campaigning” for its own Dew flavor (White Out, Typhoon or Distortion) — were sent on cross-country tours to engage people in the flavor competition/voting through live events over four weeks, starting May 1.


by Karlene Lukovitz

Typically, a brand event is at least months in the planning — or if not, likely requires hyper mode by the agencies handling it.

But while seat-of-the-pants activation may be inadvisable for most events, a 30-day, 69-city “grassroots” promotion tour that was part of Mountain Dew‘s year-long “DEWmocracy 2” campaign may point to an alternative worth considering.

In synch with DEWmocracy 2’s mission of engaging fans by having them campaign and vote to determine which of three new Dew flavors would be rolled out by PepsiCo, the destinations, activities and venues for the “DEWmocracy: The Flavor Campaign” tour were also largely determined by fans.

The basic concept: Three mobile teams comprising agency/marketer reps and hardcore Dew fans — each team “campaigning” for its own Dew flavor (White Out, Typhoon or Distortion) — were sent on cross-country tours to engage people in the flavor competition/voting through live events over four weeks, starting May 1. Leer más “Mountain Dew Lets Fans Plan Tour, Events”

Young Women Most Optimistic About Recovery

by Sarah Mahoney,

As consumer spending continues to improve, a new study from Boston Consulting Group says that in the U.S., progress continues to be lumpy and unpredictable. While Gen Y (especially women), dual-income couples with no kids, and financially secure empty-nesters are most likely to say they intend to spend more in the year ahead, there’s still plenty of evidence that in many areas, Americans are determined to keep their belts extra-tight.


by Sarah Mahoney,

As consumer spending continues to improve, a new study from Boston Consulting Group says that in the U.S., progress continues to be lumpy and unpredictable. While Gen Y (especially women), dual-income couples with no kids, and financially secure empty-nesters are most likely to say they intend to spend more in the year ahead, there’s still plenty of evidence that in many areas, Americans are determined to keep their belts extra-tight. Leer más “Young Women Most Optimistic About Recovery”

Fast Changing Consumer Behavior Forcing New Business Models

According to PricewaterhouseCoopers’ Global Entertainment and Media Outlook: 2010-2014, global entertainment and media spending is expected to rise from $1.3 trillion to $1.7 trillion by 2014, growing at a compound annual growth rate of 5.0%. The US E&M market is expected to grow at 3.8% CAGR reaching $517 billion in 2014, from $428 billion in 2009. Fast changing consumer behavior is expected to be the catalyst of the entertainment and media industry change over the next five years,

Ken Sharkey, US leader, entertainment, media & communications practice, PricewaterhouseCoopers, notes that “… the digital pace of change has proven to be even quicker than anticipated with consumers embracing new media… and digital downloads at often-unexpected speeds… the continued fragmentation of the E&M sector will fuel greater experimentation by both established industry giants and niche players… “


According to PricewaterhouseCoopers Global Entertainment and Media Outlook: 2010-2014, global entertainment and media spending is expected to rise from $1.3 trillion to $1.7 trillion by 2014, growing at a compound annual growth rate of 5.0%.  The US E&M market is expected to grow at 3.8% CAGR reaching $517 billion in 2014, from $428 billion in 2009. Fast changing consumer behavior is expected to be the catalyst of the entertainment and media industry change over the next five years,

Ken Sharkey, US leader, entertainment, media & communications practice, PricewaterhouseCoopers, notes that “… the digital pace of change has proven to be even quicker than anticipated with consumers embracing new media… and digital downloads at often-unexpected speeds… the continued fragmentation of the E&M sector will fuel greater experimentation by both established industry giants and niche players… ” Leer más “Fast Changing Consumer Behavior Forcing New Business Models”

Coffee ‘n Email

According to a new study by ExactTarget, based on more than 1,500 consumer interviews, 58% of U.S. online consumers begin their day interacting with companies on Email, compared to 20% who start their day on search engines and 11% on Facebook. Consumers’ early morning online preferences reflect key differences in their motivations for interacting with companies across email and social media, observes the report.


According to a new study by ExactTarget, based on more than 1,500 consumer interviews, 58% of U.S. online consumers begin their day interacting with companies on Email, compared to 20% who start their day on search engines and 11% on Facebook. Consumers’ early morning online preferences reflect key differences in their motivations for interacting with companies across email and social media, observes the report.

Morgan Stewart, principal, ExactTarget’s research and education group, says: Leer más “Coffee ‘n Email”