Social Media has changed the traditional notion of how brands connect, engage and evolve relationships with prospects and customers… but are brands connecting with their community in the right way? “Six out of ten Britons & Americans do not want to engage with brands through social media, leading to companies creating mountains of digital waste.” [...]
The ironic thing about the fashion industry and the web is that despite the grip that both have on our culture, they are also radically ephemeral; things come and go in the blink of an eye, only to be replaced by the next best thing. Many people give a variety of reasons for this dichotomy, [...]
Today we released a bit of insight that I’m quite proud of – a first of its kind buyer’s guide for Social Media Monitoring tools. Our team takes these tools pretty seriously because it is a critically important aspect of the services we provide to our clients. They tune the tools we use with the [...]
[This article ran on Search Engine Watch on August 25, 2011.] Why Should Marketers Pay Attention to Turntable.FM? The simple answer is, because virtually everybody on the internet has at least some affinity for music – from the uberfan who tours with her favorite band every summer to the guy who just likes Track 6, that [...]
In this third installment of Microsoft Excel tips for marketers (Part 1, and Part 2), we are going to tackle some tips tricks and tools that I use in everything from media campaign trafficking to SEO to Social Media monitoring. Like usual, everything that appears in these tips posts works in both Excel 2008 for [...]
We discuss the importance of the user experience in social media, and how a WOM monitoring program can help in developing strategies that put the user first.
We look at Digital Death as an example of effects discussed in Part 1 & suggest alternatives to how most brands currently participate in social media.
Most purchases still take place offline, so if we’re going to speculate about consumer behavior, Word-of-Mouth is the most bias-free and warrants further research.
Plenty of people are complaining about “social media experts”, but nobody’s talking about what led to this in the first place.
Trends in Search, notably the sophistication of the public’s use of search engines, highlights an opportunity for marketers to leverage WOM insights.
The next wave of winners in Search will be those who find efficient ways to marry raw data from consumer research with sound campaign design and management methodology.
This fashion industry research is interesting, but how insightful are the findings for marketers? Where does it add value? And is it actionable?
GCA Savvian’s “Display Advertising Technology Landscape” is only available in image formats; here’s a text version linking to all the names mentioned.
Comments Off | permalink
Adding search-enabled WOM insights to content development helps marketers create the editorial calendar to position content for ideal SEO.
We’ve assembled a short guide to URL shorteners, and set the table for future discourse on where their impact will most be felt in 2010: social media analytics.
Don’t advertise on social media sites. Lets be honest, advertising is about persuasion while social media is about empowerment ” service as opposed to solicitation. The difference boils down to consumer confidence – advertising and marketing messages are inherently persuasive and rightly perceived as biased whereas word of mouth messages naturally build (or diminish) confidence without perceived bias. Granted, the value of good advertising in social media or any other environment is in its ability to spark inspiration and need, emotion and thought; from those things that make up everyday life.
This week the CMO Council released a survey of 400 marketing executives finding that only 16% have any way of regularly monitoring their companies’ online word of mouth. When you consider current and projected rates of creation and consumption of online word of mouth (UGC, CGC, etc), it becomes quite clear that most marketers continue [...]
Results of British Airways OpenSkies’ social media marketing have been impressive: pre-launch anticipation for the new airline, community co-creation of the brand and the product…
New York/Paris – 7 May 2008 – OpenSkies, the new premium airline from British Airways, has appointed Web Liquid to develop and manage its digital marketing in New York and Europe. OpenSkies, a wholly owned subsidiary of British Airways, has filed for regulatory approval to launch transatlantic flights this summer. “Web Liquid’s proactive nature, knowledge [...]
As digital marketers our job is to help clients achieve greater commercial success through the use of digital channels that improve brand health and deliver sales. Generally, efforts that support these goals are persuasive in nature – for example: inspiring, compelling and convincing a consumer to book a Hilton instead of another hotel because of [...]
Avis UK has won the ‘SOCAP Award for Innovation in Customer Service’ at the National Customer Service Awards in London on the 18th September. The award given by the National Customer Service Awards in conjunction with SOCAP (Society of Consumer Affairs Professionals) is the only award SOCAP gives outside of its professional body. The accolade [...]
Studying a purchase funnel requires us to look at how this funnel intertwines with, and is influenced by individual funnels of other consumers.
A single site that aggregates content from a variety of social network sites would be a blessing for consumers; who signed up for a variety of social-networking sites”from MySpace and Facebook to LinkedIn and Flickr” cannot keep track of them all. This development parallels the Instant Messaging space, which saw the launch of Trillian, a proprietary [...]
The final installment of this 3-part series on online word of mouth focuses on marketing. Read Part 1 – The Consumer here, and Part 2 – Research here. Armed with a complete understanding of the CGC environment marketers can leverage those insights to build consumer confidence through the strategic application of CGC marketing and customer [...]
Following our first installment about online word of mouth, part two shifts the focus from the importance of CGC to what corporate marketers can do with it. While social networks, CGC and WOM are stirring a lot of conversation within marketing departments, few companies have embraced the channel beyond a tactical execution or two. The [...]
With the recent launch of the Avis blog and the ever growing focus on consumer generated content tactics we thought it might be helpful to take a step back and have a look at the strategic side of CGC in a multi-part series starting today, quite appropriately, with a focus on the consumer. The world [...]
Consumer empowerment is an undeniable virtue of the internet. Initially built upon price transparency and the ease of comparison shopping, but now that empowerment is driven by the one-to-many messages, or content, consumers are creating at a blistering rate – be it forums, blogs, videos, audio, or whatever, it’s out there and it’s evolving the [...]
2006 saw the development of a new, long term marketing strategy by Avis. Key to this was the reinvigoration of the Avis core brand values – ‘We Try Harder’ – and building consumer confidence by striking a balance between the persuasiveness of a their marketing promise and consumers’ own personal perceptions of the brand. Web [...]
These terms are thrown around quite frequently with the rise of web 2.0 and social media but often they’re mistakenly used to describe the same thing when, in fact, the differences are rather important, particularly for marketers. Although these terms are the latest buzzwords to join a long list of industry terminology, it is important [...]
Our Consumer Generated Content research and marketing practice has been stirring up quite a bit of interest from savvy marketers recently as CGC garners more attention and recognition as an exceptionally insightful and influential channel. Still, we find that whilst many people understand the concept of word-of-mouth online they struggle to see how it presents [...]