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Capturing the Latest Trends for women
“Tag- you’re it” - Social News Services
06.19.07 | No Comments

Digg’s popularity is not news, in fact, many mainstream news sites, like the Washington Post have embraced social news services for some time, based on the fact that a story on the front page of digg can drive tens of thousands of extra visitors in a 24 hour period. What I find fascinating, however, is that marketers have failed, AFAIK, to incorporate social news services on their own sites. The investment to incorporate such functionality on a product page is minimal, and the return can be significant. It also has SEO benefits, and can create a long term presence within social networks for accurate product information. Unlike news organizations, which have to maintain objectivity, companies are also free to suggest tags to shoppers who want to share their finds with others, and while screening out negative tags is impossible, the vast majority of shoppers who have come to a page will follow a recommendation versus creating their own. As we see more and more search engines begin to incorporate user tagging into their rankings, it is likely that experience integrating services such as digg now will potentially give a significant edge to marketers in the not-so-distant future.

The True Strength of User-Generated Media
05.31.07 | No Comments

Just a quick thought- I’ve been hearing and reading stories of marketers that are having problems conducting user-driven campaigns. A lot of this confusion seems to stem from the fact that companies are treating people like unpaid creative directors, and are expecting them to create :30s or print ads around products, and then fret that the results don’t accurately reflect the brand. Some of the thinking on this has been along the “You get what you pay for” line of thought, but I actually think that is secondary. Question: When was the last time you filmed a :30 to tell a friend what you thought? Or created a large visual with compelling copy? Users don’t speak in ad units, but the expectation is that non-traditional creative will be carried by traditional media, which is a large part of the disconnect. Most videos on YouTube aren’t :30 seconds long for a reason- people are done when they’re done, and though 99.9% of what is created is of middling/poor quality, it is far more genuine. The trick lies in loosening the creative restraints, and looking at vehicles that users are comfortable with already, not just in terms of media, but especially in format.

Wired Magazine: Jargon Watch
04.27.07 | No Comments

Wired Magazine’s Jargon Watch picked up on our very own Online Analysts as an upcoming term, which is fitting as many of them are, in fact, trend setters. While Social Network Fatigue can be a problem in the position, it’s nothing that Slow Travel can’t fix, especially when it’s to meet an Ecosexual. I have now used all of the Jargon Watch terms in a sentence, which is oddly fulfilling.

iMedia Connection: The Snickers Factor: When Buzz Turns Bad
02.12.07 | No Comments

iMedia Connection: The Snickers Factor: When Buzz Turns Bad - Thanks to iMedia for giving us this opportunity, and we’ve received a lot of great feedback so far on the piece, which is due to the great work the team here at NMS did in pulling the report together. I also wanted to emphasize a couple things in the article to be clear.

First off, the main angle was about how Snicker’s media strategy made it easier for their critics to attack them, and how that could be avoided in the future by other marketers. Why the creative offended people and whether or not Masterfoods would have been better off addressing the issues involved instead of selling product and promoting the brand is well beyond the scope of the article.

Second, the “five years ago” statement might have been an underestimation- the best comparison I’ve heard to date is to the Miller Lite “Catfight” spot, and that aired in 2003. Though it might be more valuable to the hypothetical question as to what the reaction to the “Mechanics” spot would have been if it featured two women, I think the fact that Miller was able to overcome the controversy and actually expand the schedule of the spot in the face of similar criticism is a testament to the growing influence of the consumer.

Salon.com Clarification
02.09.07 | No Comments

King Kaufman over at Salon.com has an interesting take on our Super Bowl report, along with pretty much everyone else’s that proclaimed Salesgenie.com’s spot to be the worst received by viewers. The premise is that even though we all proclaimed the ad to be disliked by the vast majority of people (by our measure, a whopping 88%), the ad was still a success, because Salesgenie.com met their lead targets. Now put aside for a minute that their goal of 700 leads out of a viewing audience of over a hundred million makes this one of the most disproportionate direct efforts with one of the lowest conversion rates in the history of marketing (their claimed response of 10,000 doesn’t improve it much). Also take away the long-term damage negative brand perception can have to a bottom line.

What needs to be clarified is what everyone was measuring- we, and everyone else, looked at how the average viewer perceived the ad, and in this case, everyone agreed that fans hated the spot. We made no assumptions about how each ad would affect a company’s bottom line or whether it was a smart use of the marketing budget. The experts were the fans, and another interesting development will be how many of those fans react well to the cheesy guy in a Corvette who tells them he found them via Salesgenie lead.

Product Placement Buzz Report
12.22.06 | No Comments

We’ve released a new buzz report on product placement that was picked by The Hollywood Reporter. The main focus was on differing perceptions of product placement by platform. The report:

43 sites were researched with a focus on the top Film/Entertainment, Television, Gaming and Major Portal communities. Going back 3 months, 862 discussions directly related to consumer opinions about product placement were uncovered.

Surprisingly, 595 discussions reflected either acceptance or indifference to product placement, the remaining 267 discussions represented negative views. The majority of discussions centered on the use of product placement in film and television with only a small percentage of gamers discussing the topic. Overall, gamers were the most negative in tone to in-game product placement where the tactic is on the rise because they’ve had less time to become accustomed to the practice. However, the largest volume of negative discussion was focused on TV, which oddly enough is the one platform that consumers can get for free. The numbers breakdown as follows:

Positive

Negative

Total

gaming

46

11

57

tv

194

135

329

movies

355

121

476

595

267

862

Online consumers appear to be savvy when it comes to product placement and are willing to accept it if it does not detract from the entertainment experience. Employing subtlety and humor are more effective than blatantly plastering products everywhere.

Sites sampled included:

TV – (TV.com, TWOP)

http://forums.tv.com (TV.com)

www.televisionwithoutpity.com

Gaming – (Gamespot, TeamXbox)

www.gamespot.com

www.teamxbox.com

Film/Entertainment – (IGN, IMDb)

www.ign.com

www.imdb.com

Mainstream – (Google Groups, Delphi Forums)

http://groups.google.com

www.delphiforums.com

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