Tuesday, May 3, 2011

Geotargeting: The future of Mobile Marketing?

GPS, RFID, what do all of these acronyms mean in the way of marketing? How will it change your experience as a consumer in the world of technology? With the number of people who have smart phones growing at such a rapid rate, it's becoming easier and easier for people to find where their friends are at, or to find businesses around them that fulfill their needs. Businesses are beginning to utilize this concept to help bring in more customers.

Imagine this: your hungry, driving through downtown Seattle and you aren't sure where to eat. When you type "restaurant" into your GPS search, McDonald's sends you a promotion for 25% off your next purchase (valid for 2 hours). Would this convince you to come to McDonald's? This might be the future of mobile marketing. Rapid response, 1 time promotions to convince you to bring your money to them instead of your competitor.

Is Big Brother becoming too big? Or is this just the type of thing that you are looking for?

Sunday, May 1, 2011

Facebook for Charity?

Play games and win money for charity? Sounds too good to be true!

Dominos Pizza is doing exactly this. The company has made giving to charity easy, fast, and even fun! So how are they doing this?

On the Domino’s Facebook fan page, a game appears that all users can access. For every minute you play the game, Dominos will donate ten cents to St. Jude Children’s Research Hospital.

So far, 26,723 minutes have been played for charity. That’s a grand total of $2,672.30.

While altruistic marketing is by no means a new concept, it is fairly new to the social media arena. Domino’s recognizes that many people use social media for much more than keeping up with friends and family.

They understand that consumers feel good when they give to charity. This positive feeling then becomes associated with the Domino’s brand and the products they offer. It’s a win-win situation. The charity befits through donations and Domino’s is held in a favorable light by consumers.

So try it out and earn some money for charity! CLICK HERE

Have you heard of any other companies using this marketing tactic on Facebook? Let me know!

Wednesday, April 27, 2011

Not only success stories

I want to recommend a text I stumbled upon the other day; a case study of a "failed" Twitter marketing campaign. It's about the American retailer Kmart who paid the web entrepreneur Jeremy Shoemaker (approx. 60,000 followers at the time) to write about the company's deals on his Twitter page.

It was not a high-cost campaign, but it only generated 226 clicks, which resulted in a CPC (for relevant clicks) of $2.12 and a CPM of over $12... yikes!

The article suggests that putting the money in AdWords instead of in a Twitter campaign would have resulted in a much higher number of relevant clicks. With AdWords Kmart would have reached both a larger audience and a lower CPC (and CPM!).

So, Twitter is not a perfect marketing channel - it does not work for everyone. It's important to analyze all the options before jumping on the band wagon of the "new cool thing", it could just end up being costly for your business.

Read the full story here:
Sponsored tweets: a case study in Twitter marketing fail

Thursday, April 14, 2011

Celebrity sells!

Not too long ago, the website internships.com ran a marketing campaign on Twitter, appointing Charlie Sheen to advertise for an intern on his Twitter page. Sheen currently has over 3.5 million followers. The campaign supposedly cost at least $100,000 and included only one post by the Two and a Half Men star:

As a result of the campaign, internships.com experienced 1,035,021 unique visitors to their site, generating a low cost-per-click (9 cents). What was probably even more thrilling to the company was that over 80,000 people actually filled in an application! This would result in a CPA (cost-per-action) of $1.21, which is to be considered as extremely low.

This example goes to show that paying a celebrity to tweet about your company can be highly cost-effective. Just make sure the star has got a big number of followers and that the fanbase incorporates the potential customers you want to target.

Apparently it doesn't matter if the celebrity you choose for your ad is sane or not...

Tuesday, April 12, 2011

New Marketing Tool “Sweeps” Facebook

Enter to win free concert tickets!

Sounds appealing, right? Here’s the catch….one must click the “like” button and enter a few pieces of personal information to be officially entered in the sweepstakes.

Many companies are using this strategy to open their businesses to young, fresh market segments. By using Facebook, companies are able to reach a vast amount of young people relatively quickly. As many would agree, young people are known to be intrigued by anything labeled “free” or “win now”.

Another important concept of Facebook sweepstakes is the idea of low-cost advertising. This works in two main ways:

First, this marketing tool works well because the company’s only expense is the prize up for grabs. After an individual has entered the contest, the company’s Facebook posts will appear directly in the users news feed. This way, the company can continually update the user on products, promotions, and other brand-affiliated news.

Second, a sweepstakes dramatically increases word-of-mouth advertising. When a user spots an awesome giveaway, they are likely to tell others about the prize and the sponsoring company.

Check out an example of a Facebook sweepstakes done by Fisher Communications through the radio station STAR 101.5.

What do you think about sweepstakes on Facebook? Is it worth it to enter a sweepstakes even though your news feed may be bombarded by company news?

Thursday, March 31, 2011

Short comment...

Since you're not supposed to argue with competitors on Twitter (on in any other socia media), why not just take them to court?

Microsoft Filing Formal Complaint in Europe Against Google

I object!

Monday, March 28, 2011

iAds - The Apple Revolution

Over the past 5 years, Apple has redefined the mobile market. Whether it is a mobile operating system, the introduction of apps, or a constant release of new hardware, competitors in the industry now compare themselves to Apple. One of its recent new services is the iAd.

iAds are beneficial to the advertising company as well as the consumer. They are interactive, designed to work natively with your iPod Touch or iPhone, and add a new dimension to marketing on your mobile device. This allows advertisers to create a new genre of ads that consumers have never seen before. It helps to keep advertisements fresh and interesting, drawing in more consumers and generating buzz about your product.

Have you seen any iAds? What were your impressions? And do you think that this might be the future of advertising?