Methods Used by Companies to Defend Against Online Negative Comments
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In the comScore panel, we are able to see cookies passing between Web sites and panelists’ computers; and we are able to see and identify the different persons using those computers at those points in time. |
Online marketers had better not be negligent. Good creative makes a successful campaign, but data from Dynamic Logic suggests that the worst-performing campaigns can actually negatively affect brand metrics.
Top-performing campaigns, by contrast, boosted online ad awareness, message association and aided brand awareness by more than 8 percentage points each.
Read more at www.emarketer.com
The first half of 2009 has drops in ad spending across all media—even online—but advertisers are more optimistic about the latter part of the year, according to JPMorgan.
The company’s “Advertising Outlook 2H’09 and 2010” survey found that more than one-half of US media buyers and planners polled think second-half spending will be higher than first-half outlays. Only 10% predict spending declines.
The majority of media buyers and planners reported they were paying less in 2009 than the previous year for ads across all media. Nine out of 10 respondents said prices had gone down for radio and outdoor, while 85% reported the same for magazines and newspapers.
Read more at www.emarketer.com
The 2009 Omniture Online Conversion Benchmark Survey, conducted in July, reveals that most marketers miss opportunities to increase conversions. About 80% of the 1,000 online or interactive marketers responding to the survey do not serve up personalized content to Web visitors, not do they promote Web site content based on performance metrics.
Forty-two percent of marketers participating in the survey spend less than five hours per week optimizing advertising media. Less than one-third frequently test online content. And 70% of the content decisions that appear on Web sites are made by one person, unsupported by data.
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These are usually qualified prospects that simply aren’t ready to purchase. And not having process to handle this is a missed opportunity by allowing these future sales to fall through this gaping crack in the pipeline.
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The latest Ad-ology Research study, “Advertising’s Impact in a Soft Economy,” analyzes consumer perception about businesses that continue to advertise, and those that do not, in the current economy.
More than 48% of U.S. adults believe that a lack of advertising by a retail store, bank or auto dealership during a recession indicates the business must be struggling. Likewise, a vast majority perceives businesses that continue to advertise as being competitive or committed to doing business.
Other key findings:
Read more at www.marketinginsightstoday.com
- 40% of consumers use coupons more now than a year ago
- Most consumers are as willing or more willing to pay more for ‘healthy’ or ‘organic’ products than they were a year ago
- A ‘deeply discounted price’ was the number-one factor that would make consumers more likely to purchase a big-ticket item (+$1,000)
- TV, newspaper, direct mail, and Internet top local media from which consumers saw/heard an ad within the last 30 days that led them to take action
- Store Web sites ranked second only to search engines as the way consumers research products and shop online
Dominos discovered the power of viral marketing this week when two employees filmed a “prank” video of themselves stuffing cheese up their noses and then putting it into sandwiches. The video went nuts on YouTube, and Twitter lit up with disgusted customer complaints.
Dominos has since apologized and put its own CEO on YouTube, and the employees have been fired, sued, and charged with the crime of “delivering prohibited food.” But consumer perception of Dominos quality has already gone from positive to negative on YouGov, and a spokesman says folks who have been customers for decades are now “second-guessing” this relationship.
Consumerist has the videos here >
Read more at www.businessinsider.com
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New Chart: Anticipate Consumers’ Interests in Your Niche Content
The pressure to be ‘thought leaders’ has become one of marketing’s basic functions at many organizations. So, to help you out, we asked content marketers, what is it that sparks a change in content?
Since marketers have been working with discussion forums and the like, anticipating the reaction of consumers in an un-moderated environment has been 101, I’m surprised they missed this.
Skittles' Web site redesign via Twitter put the colorful coated candy in the spotlight, but the company pulled the campaign on Tuesday after pranksters started tweeting profanities that ended up on the company's home page.
By Tuesday the conversation soured on Twitter. The buzz quickly degenerated to pranksters writing negative and unrelated comments to fill Skittle's home page. By trusting consumers with content, Skittles opened up the brand to a wrath of backlash by losing control of the conversation.
Brand Keys President Robert Passikoff said the fiasco demonstrates the power of consumers. “If we had any doubt that the consumer is in control, this is the perfect case study that proves it,” he said. “It's also additional proof that brands need a resonating authenticity among the community they want to serve.”
Passikoff said the campaign also brought to light consumer sentiment about the brand based on freedom of speech on the Internet. “The good news is there is freedom of speech, and the bad news is there is freedom of speech,” he said.
Read more at www.mediapost.com
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