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Published on August 06, 2009

Posted by Paul Christ

Highlighted Marketing Stories:

Web Ads Get More Intrusive (BrandWeek) - If you think Internet ads are already too annoying then just wait to see what is coming down the road.  As this story reports, a down economy will lead some websites to find other ways to get visitors' attention even if it means interrupting their visit to the site.

A group of top-tier publishers, including The Wall Street Journal and Reuters, has signed up to test a new initiative that plops commercials in front of users as they arrive at Web sites, blocking the content.

Will this increase the likelihood that visitors will simply click the "back button" more frequently thus leaving the site or will they just accept the ad?

The Big Four (Internet Retailer) - For anyone who does not know much about social networking sites, this story offers a good summary.

A few years ago, social networking was a novelty. Today it’s part of the fabric of most Internet users’ lives. In fact, earlier this year, social networking surpassed e-mail in the amount of time spent online on a monthly basis, a Forrester Research Inc. study found.

At some point there will be a shake out of this industry.  Which sites are likely to survive, which will fail?

Fight Over Affiliates (Internet Retailer) - Affiliate marketing has been important part of the marketing strategy for websites such as Amazon and Overstock.  However, in the US these sites are now facing challenges from state governments who want a piece (tax revenue) of the action including taxing affiliates who the states say owe sales tax. Some of the websites have responded by dropping affiliates in these states.

The states that have such sales tax laws on the books—New York, Rhode Island and North Carolina—require Internet retailers to collect sales tax from all in-state customers if they also accept referrals from in-state affiliates that promote their products.

Where is this battle heading?

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Published on August 04, 2009

Posted by Paul Christ

Highlighted Marketing Stories:

Word-of-Mouth Spend Hits $1.5 Bil. (BrandWeek) -  Yes, word-of-mouth promotion is big business. While what qualifies as WOM promotion is somewhat hazy the concept has taken off.

While most traditional channels saw spending slow, outlays behind w-o-m tactics including buzz, influencer, community and viral marketing grew 14.2 percent in 2008. Food and drink brands led the way, accounting for 30 percent of all w-o-m spending.

Why is WOM promotion doing so well compared to other methods?

Package Viewing Patterns (Package Design Magazine) - Eye tracking research is used in many fields including advertising and web design.  This story discusses it in terms of package design research.  The key take-away from this story deals with what is learned from the research rather than how the research is carried out.  It also offers a good global perspective.

Over time and across studies, we have found that certain generalized patterns have consistently emerged regarding how shoppers typically view packaging. First, packages are NOT systematically "read" like books, magazines, or newspapers. Shoppers do not typically start in the top-left corner and work their way across and down the packaging. Instead, shoppers typically start at the dominant visual element, which is often the branding.

Does the story offer any findings that would seem to be unexpected?

After Dolls Taken Away, Bratz Maker Tries Again (MSNBC) - The company that originally marketed Bratz dolls, MGA Entertainment, lost a big time copyright infringement lawsuit to Mattel in 2008.  The company is now trying to recover by offering a new doll product though market conditions could be a problem.

MGA Entertainment began developing Moxie Girlz, targeted at girls ages 6 to 10, last year. The line was inspired by the recession and the changes in families' lifestyles that came up in focus group discussions, says Paula Garcia, vice president of product design and development.

What are the chances of success of a new doll line in a market that appears to be declining?

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Published on July 31, 2009

Posted by Paul Christ

Highlighted Marketing Stories:

What Is Twitter? Apparently, No One Knows (FastCompany) - As we noted in an earlier post today, Twitter is now aggressively going after businesses in order to attract advertising dollars.  But this story, which discusses the results of a research report dealing with Twitter usage, may make some businesses think twice about pumping ad money into Twitter.

Of the over 2,000 adults surveyed, 69% said they didn't know enough about Twitter to have an opinion on it--69%.

While the usage of Twitter is highly concentrated, what type of marketers are most likely to pursue it as an advertising outlet?

The Definitive List of Self-Serve Online Ad Buying (ClickZ) - Most marketers involved in online advertising manage their own ad campaigns through ad serving products.  This includes uploading ads, creating copy and also selecting where the ad will be placed.  Thanks to leading search engines, Google and Yahoo, this process is fairly easy.  However, as this story shows there are many more options for managing online ads.

Search engines not withstanding, you can choose from many other self-serve online ad-buying options, with more being added all the time.

What advantages would a small niche ad server have over a  larger player like Google?

The Secret Design History of 12 Famous Brands (FastCompany) - Here is a fun online slide presentation that looks at the stories behind the creation of logos and other designs for some big brands including Coca-Cola,  MTV and Campbells.

The first red and white label of condensed tomato soup by the Campbell Preserve Co. debuted in 1898, after the company's treasurer attended a Cornell University football game, admired their red and white uniforms, and suggested those colors for the label.

How important is conducting research with the target market before considering a design change?