El crowdsourcing es un fenómeno relativamente reciente en nuestro país, que tiene su origen en Estados Unidos, y que cada vez cobra más presencia en Internet. Este término, acuñado por Jeff Howe, escritor y editor de la revista “Wired”, surgió como una forma de externalizar trabajos y de aprovechar las mejores ideas de un colectivo a través de Internet, pero gracias a su éxito se ha transformado en un modelo de negocio en el que ya confían muchas empresas de diferentes sectores de actividad. Seguir leyendo “Crowdsourcing creativo o la democratización del talento | Juan Ramón Moreno | Marketing Comunidad”
The Digital Marketing Series is supported by HubSpot, an inbound marketing software company based in Cambridge, Mass., that makes a full platform of marketing software, including social media management tools.
Social media has turned the purchase funnel on its head.
That’s the crux of a study that Facebook recently published in conjunction with Forrester Research. The two canvassed 101 C-level and VP-level marketing pros in December 2011 and found the profession has changed. Or, in Facebook and Forrester’s parlance, “The connected world has rerouted the customer journey.”
How does changing media affect the way people hear about brands? First, take a look at the traditional purchase funnel:
It’s easy to see how this reflects a TV-dominated age. In the pre-social media days, you’d see a TV ad and become aware of a brand. Then, after you got familiar with the name, you might consider if you wanted to buy it. Next, you bought it. Then, you might decide you liked it. Finally, you identified yourself with the brand. (“I’m a Budweiser guy.”)
Here is what Facebook and Forrester are proposing as the successor to the purchase funnel. It looks more like a circle:
In this schematic, social media influences every stage of the process. They hear about new brands and investigate said brands via social media. When it comes time to buy something, consumers increasingly consult their friends via social media. Then, they expect to be able to interact with the brands through social media after they buy a product.
The new environment calls for new tactics. Facebook and Forrester propose a six-point plan for building brands in the social media age: articulate, connect, engage, influence, integrate and rejuvenate. We will look at each in greater detail.
Facebook and Forrester recommend that companies identify components of the brand it can communicate via social media. The report has a suggestion for how to do this. “Apply a social lens to your brand identity by asking ‘What about my brand is inherently social? Why do people engage with it and why do people want to talk about it or share it with their friends in the real world?’” Often, those attributes aren’t obvious. For instance, Secret, Procter & Gamble’s deodorant brand for women, found it got currency by connecting with women on an inspirational level and got behind a Facebook-based anti-bullying campaign, “Mean Stinks.” For Coca-Cola, the attribute was “happiness,” which it attempts to express via social media. Seguir leyendo “Facebook’s 6-Point Plan for Building Brands in the Social Media Age”
Adam Woods | //brandrepublic.com
As many advertisers were forced to cut back last year, so media owners probably comforted themselves with the thought that no part of the industry was immune to the effects of the UK’s deepest recession since the 30s.
However, the latest research shows that digital media have, to some degree, managed to ride the storm. According to Nielsen, overall internet adspend rose from £461.4bn in 2008 to £506.3bn in 2009 – a 9.7% year-on-year increase. While half of the UK’s top 100 online advertisers cut their media spend in 2009, more than 80% of them increased their internet investment; many of them attracted by the prospect of solid ROI at a time when they were striving to cut marketing costs.
More for less
Regardless of the effects of the recession, there appears to be a growing belief among brands that increasing adspend does not guarantee marketing success. By its own reckoning, Moneysupermarket.com, the 10th-placed online advertiser in the list, spent 22% less on its marketing last year, including search, but was still able to attract 14% more customers.
‘For us, it has become less about how much you spend and more about what you say and how you say it,’ says Ian Williams, the brand’s director of communications.
In a handful of sectors there was a sharp reduction in internet adspend. While they continue to make extensive use of the channel, media/entertainment brands collectively cut their budgets for online marketing by almost 16%.
Other sectors where big falls occurred include retail, which spent 42.3% less, and the property and pharmaceutical sectors, which made reductions of 45.5% and 55.2% respectively. However, while property and pharmaceuticals cut their marketing across the board last year, retailers raised their budgets overall; this suggests that online price deflation has enabled advertisers in this sector to make significant savings. Seguir leyendo “Biggest brands: Top 100 online advertisers 2010”
– Elaine Wong | //brandweek.com
Aiming to be a sort of Good Housekeeping Seal of Approval for the social media age, a startup called TwitterMoms is working with Procter & Gamble and Quickie Manufacturing to get its ratings on their products in stores. In a modern twist, the ratings and reviews will be accessible instantly via QR codes printed on product packaging.
Megan Calhoun, founder of TwitterMoms—which boasts 30,000 “influential” mommy bloggers (each member has at least 1,000 followers on Twitter)—said the organization introduced the initiative to provide a one-stop, reliable source of product information for moms.
“The way product reviews were done before, there was no credibility, no easy way to access [all that was being said] about a product—to the point where the [Federal Trade Commission] stepped in,” Calhoun said, referring to the FTC’s stringent rules governing blogger-marketer relationships.
For marketers, the benefits are twofold: They get customer feedback on products and marketing strategies, and they’re able to escape some of the finger-pointing that comes from sending bloggers new products, often in hopes of getting gushy reviews.
In the case of TwitterMoms, women are given product samples to try and evaluate at home, and then asked to offer honest and practical feedback for both marketers and their peers. Panels usually consist of 25 to 30 “experts,” and the groups are drawn from a subset of 1,200 TwitterMoms members. (The goal is to capture a subgroup that’s best representative of its community, Calhoun said.)
The organization then works with the advertiser to come up with a set of criteria for evaluating the product. If the product “meets or exceeds” all guidelines 85 percent or more of the time, the marketer is awarded a “Moms Like This” seal of approval.
Companies pay TwitterMoms to assemble the groups and for the rights to run the ratings information. TwitterMoms, in turn, pays panelists for their contributions. The setup is designed this way so that the women aren’t taking money from the companies they’re reviewing.
Augie DeLuca, chief marketing officer for Quickie, said the primary appeal was the opportunity to gain “unbiased and objective feedback” from bloggers. The Cinnaminson, N.J.–based company next month will launch its first product carrying TwitterMoms’ seal of approval: an improved version of its Microfiber Twist Mop.
Following a six-week evaluation process by moms, Quickie garnered insights on how to improve the “efficacy and efficiency” of its mop. Research showed that 96 percent of the moms who tried it would “recommend it to their peers,” the company found.
Mitch Spolan, VP of North American Field Sales & Advertising Agencies, Yahoo
There’s display, content and search. What if we leveraged all the screen space, told a story, and made an emotional connection? The idea’s not far from Tim Armstrong’s point that only 18% of online space is used for content. In this case, the content is mostly referring to advertising. He showed a compelling example with Chevy showing a major spike in brand recall and Yahoo! Buzz with an immersive takeover of Yahoo’s login screen.
Carolyn Everson, CVP, Global Ad Sales & Strategy, Microsoft
Their DNA is to be a partnership company. Then consumers started making their own IT decisions. With that revolution, Microsoft is reinventing how it approaches advertising and the marketplace. Microsoft is 3 different companies: a technology company, a marketer (spending $2 billion a year), and an advertising company. Its focus is now on innovating with marketers
Jim Lecinski, Managing Director, US Sales, Google
Google discussed the Zero Moment of Truth (ZMOT) – a moment before consumers ever encounter a product on a shelf, something before what Procter & Gamble called the First Moment of Truth (FMOT) where consumers have that initial experience. Google can target consumers where they are and where they’ve been. The concept is integration at a concentrated, pre-planned effort. Read more about ZMOT on Google’s CPG blog. Seguir leyendo “Google, Microsoft, Yahoo Dish on Integrated Solutions for Reaching Customers across Online Landscape”
MARKETER OF THE YEAR 2010
By Jim Edwards
Photograph by Tim Llewellyn
In the 1970s, an Old Spice TV commercial opened with a shot of a woman lounging on a corner-unit sofa covered in garishly patterned cushions, surrounded by a jungle of potted palms and ethnic statuettes—a fading hippie paradise. The brunette, wearing a one-piece catsuit with bell-bottoms two feet wide at the ankles, pages idly through a magazine. “Old Spice,” the woman muses in a breathy internal monologue. “It’s a nice smell to snuggle up to.” The scene cuts to a younger woman walking through a city park with fountains—she’s the classic NYU student type, once a staple of Woody Allen‘s movies back when Woody Allen’s movies were funny. “That Old Spice—wow!” she thinks aloud. “He sure knows what he’s doing!”
You could reshoot that spot today for its unintentional comic value and it would fit right in with Procter & Gamble‘s current efforts for Old Spice, the seemingly ubiquitous “Smell like a man, man” campaign. Seguir leyendo “Grand Marketer of the Year 2010: James Moorhead, Old Spice”
By Karen J. Bannan on Mon
Brand stewards are quick these days to praise the impact digital marketing efforts have had on their products. Jim Berra, for instance, svp and CMO at Carnival Cruise Lines, says tapping into online conversations daily has built brand loyalty and driven sales.
“We are seeing growth in terms of bookings across all channels of distribution from people who are exposed to digital,” says Berra, adding that the arena is one place where marketers can’t overinvest. “It’s powerful, immediate and spending is on the rise.”
According to eMarketer, U.S. online ad spending as a percentage of total U.S. ad spending was 13.9 percent in 2009. The number is projected to advance to 15.1 percent this year and 20.3 percent by 2014. While digital initiatives continue to assume a bigger portion of the marketing mix, company executives differ on what they need to do to compete in the space.
Some, like Bill Morgan, svp of corporate marketing at Sprint, say that CMOs who have not yet become digital marketing officers are doomed. Others are comfortable having a digital-savvy team around them.
Here’s how some marketing mavens and the experts that guide them view the space and marketers’ role in it. Seguir leyendo “CMOs Explore Digital Domain”
– Elaine Wong
Xerox is prepping a new campaign, via Y&R, New York, as part of an effort to position itself as more than just a printer and copier maker. The effort spans TV, print, out-of-home and digital, and is one of the largest brand initiatives in decades for Xerox.
The move follows the company’s acquisition of Affiliated Computer Services in February, making it a bigger player in the information technology space. Valued at $6 billion, the deal nearly tripled Xerox’s services business, said chief marketing officer Christa Carone.
Dubbed “Ready for real business,” the campaign launches next Tuesday. Notable in the ads is Xerox’s use of well known brand mascots: Procter & Gamble’s Mr. Clean, Target’s Bullseye dog and the Marriott Hotels & Resorts’ bellman, to name a few. All of the icons featured in the ads are current Xerox clients, Carone said.
Seguir leyendo “Brand Icons ‘Guest Star’ in Xerox Campaign”
25 25UTC Agosto 25UTC 2010 por jabaldaia
Still from the ” 2nd Annual Open Innovation Summit ” I gathered from twitter via Jose Briones some tips left about the challenges faced by companies when looking for partners in innovation.
They are put here as reflections and hopefully help us to see where hovers often the inertia of some companies.
Surrender to uncertainty.
The information we receive or request is absorbed, but our minds have limitations. Too much information inhibits the meaning of data and makes use of a time incorrectly.
If it is difficult to find the ideal information (correct and legible) , the harder it is to make decisions based on collections of data without meaning and without purpose. It’s a battle is not won, only serves to consume resources and delay decisions.
Surrender yourself to your experience and decide.
Buy when rent is sufficient
As with housing, if our project at a given moment in life has a specific purpose, why buy a house?
Does the feeling of ownership is so strong that force me to buy a patent, or is there an alternative?
Overlooking the white space
The challenge begins with obtaining a clear understanding of the potential of the company. The attitudes of ease in the action lead to the demand outside of what can be done indoors.
The company must accept the challenges as they are – hard!
Look haystacks instead of needles
The perfectionist’s feelings are enemies of discernment when it translates into trying to collect all the possible elements for a decision or activity. A good challenge is to find a pre- definition of the elements to use. Companies and their agents often follow the philosophy that the more alternatives the better choice or decision, but the hype creates chaos. Seguir leyendo “Ideas and Challenges in Open Innovation”
GLOBAL – FMCG giant Procter & Gamble (P&G) has announced plans to use sugarcane-derived plastic on selected packaging for its Pantene Pro-V, Covergirl and Max Factor brands to increase its sustainability credentials.
The packaging is more sustainable because it is made from a renewable resource, unlike traditional plastic, which is made from non-renewable petroleum, according to P&G, and is 100 per cent recyclable.
By launching this renewable packaging on some of its global beauty brands, P&G said it will “leverage its scale to deliver meaningful environmental improvements”. The pilot will be rolled out globally over the next two years, with the first products expected to be on retail shelves in 2011. Seguir leyendo “P&G ups sustainable packaging credentials”
GLOBAL – The world’s largest advertiser, Procter & Gamble, has reported a 12 per cent drop in profit during the fourth quarter, after increasing its global advertising spend by more than US$1 billion in the past year, to US$8.6 billion.
The company said its profits had been affected by the marketing of several new products this year, including Pampers Dry Max nappies, the Fusion ProGlide razor and white tooth-whitening strips in the Crest 3D range.
Bob McDonald, chief executive of Procter & Gamble, said, “Our results in fiscal 2010 were ahead of our original expectations, and we are pleased with the trend of the business.”
Seguir leyendo “P&G blames marketing costs for Q4 profit drop”
A group of established content syndicators are concerned enough by these companies’ growing clout–and what they see as diminishing content standards on the Internet-that they are looking to do something about it.
Officials from the three-year-old Internet Content Syndication Council, which includes members such as Procter & Gamble, Reuters and The Tribune Company, are circulating a document that could eventually evolve into an official doctrine on online content syndication.
It’s early in the process, but ICSC leaders are exploring whether its members are interested in creating some sort of public set of quality guidelines for Internet content—or perhaps even an accreditation process for syndicated content. Seguir leyendo “Council to Counter Web Content Generators’ Growing Clout?”
At our seminar, done in conjunction with Publicis at last week’s Cannes Lions festival, we experimented with live scribing – the art of capturing a conversation in real time, in a visual and dramatic style.
And without further ado, we present to you the results. The wonderful Dan from Scriberia has added to, amended and tidied up his representation of ‘The Contagious Conversation’ into a handy, one-size-fits-all image for your future reference. Doesn’t it look stunning! Seguir leyendo “THE CONTAGIOUS CONVERSATION / CAPTURED IN AN IMAGE”