Starbuck’s, Zappos and IBM were among the companies with higher goals than just selling products: bring people together, make [...]]]> In a recent MediaPost article – research has shown that the Top 50 Brands showing the fastest growth in customer relationships and financial value all had a core mission statement of improving people’s lives.

Starbuck’s, Zappos and IBM were among the companies with higher goals than just selling products: bring people together, make people happy and solve problems. This is why consumers engage with their brands.

I think I will fire up my Lenovo Think Pad and have a cup of coffee while shopping for shoes online to think more about this. In the meantime, check out the full list of brands. Can you think of examples from some of your favorites that support this research or conflict with it?

:: By Rose Wesselman, Client Strategy Director

Image from The Way I See It Tumblr
Cross-Posted from the Ad Club of Cincinnati’s Ad Capsule

 The Next Big Thing
 In our ever-changing world of media and technology, every week brings another headline detailing the “next big thing.”  But Nearfield Communication (NFC) technology  seems to be sticking around and making an impact in the Out of Home (OOH) advertising industry.  It may actually [...]]]>

 The Next Big Thing
 In our ever-changing world of media and technology, every week brings another headline detailing the “next big thing.”  But Nearfield Communication (NFC) technology  seems to be sticking around and making an impact in the Out of Home (OOH) advertising industry.  It may actually be the “Next Big Thing” and not just another shiny new toy.

NFC isn’t only a Football Conference
 NFC isn’t just the football conference of the New Orleans Saints and Chicago Bears.  It is a technology in some smart phones that allows users to share information with each other by simply tapping their phone to another NFC enabled phone or an NFC “tag”.  Tags are small radio-frequency identification chips that are small enough to be embedded into signs and can transfer information to an NFC enabled phone.

NFC technology is mostly used in the U.S. for mobile wallets  – allowing consumers to pay for items via their phone.  In Japan and Europe, it is widely used for anything that requires a ticket (such as transit) and has been making in-roads into marketing plans.

For marketing purposes, NFC tags can be added to almost any pedestrian level, out-of-home media.  The smart phone user simply taps the NFC tag to receive a variety of brand content, from streaming a product video or launching a URL to receiving directions to a nearby retail location or a coupon.

The possibilities are endless and much more user-friendly than scanning a QR code or sending a text message to get this information.   The tags are small and easy to change – allowing for flexibility in messaging.  You could have an NFC tag embedded into a retailer’s bus shelter ad that offers a buy one-get one free promotion the first week and a 25 percent off one item the next week.  You could even optimize week to week, by tracking which offer resonated the most with consumers.

Moving the Chains
One of the most exciting possibilities of NFC consumer communication is the data that can be collected through this type of campaign.  A UK fashion brand Zumo recently rolled out an NFC plan.  Its stores started by educating the consumer on what an NFC tag was and how to use it.  They then started using the tags for in-store offers, loyalty card programs and to supply information about specific clothing items.  As the consumer became more engaged with this type of communication, Zumo began using NFC tags in their store windows and on their OOH advertising media.  The brand saw increased sales, social media conversation and customer loyalty.

Early Adoption in U.S.
While 6.8 million smart phones were activated on Christmas Day in the U.S., many consumers don’t know what Nearfield Communication is, what the benefits are, nor if their phone even has the capability.  While several Android phones and Blackberrys are NFC enabled, iPhones are not.  If NFC is to reach its full marketing potential, there will need to be a lot education to U.S. marketers and ultimately consumers. In the meantime, hopefully a broader adoption of NFC technology will take place with smart phones.

:: By Gretchen Reisner, Media Strategist

Cut Clutter, Increase Conversions
This new program cuts through the clutter and eliminates the need for keywords in [...]]]> While Google announced recently a few of its projects will be shut down, it also introduced some new projects for search engine marketers to consider. It’s latest program is called Dynamic Search Ads.

Cut Clutter, Increase Conversions
This new program cuts through the clutter and eliminates the need for keywords in PPC advertising.  Now instead of using keywords to trigger ads that point to websites, advertisers can submit a URL, Google will dynamically create the text ad and it will be matched to what Google thinks are relevant keyword queries.  With these new dynamic ads, Google will automatically generate a headline based on site content, but advertisers still have control of description line 1 and 2 of text ads.  On average, advertisers are seeing five to ten percent increase in conversions.

Dynamic Ads a Fit for E-Commerce Sites
Advertisers will now be able to take keyword lists/builds out of the campaign process altogether if they choose.  If you submit your site to be regularly crawled, Google will populate text ad headlines with information based on the content on your site.  This is a great program for retailers and any e-commerce sites with changing inventory — the crawlers will be aware of inventory levels and produce up-to-date ads.

The only thing to note is that Google will not display the dynamically generated ad if the advertiser already has a campaign targeting the specific search term.

Join the beta here, at your own risk—it’s not recommended for advertisers who have flash-heavy sites, or for advertisers in the healthcare or financial service verticals.

::By Dwight Pirtle, Digital Search Associate

The integration of social media posts into search engine results is a natural progression for enhancing search engine relevance and utility. We’re already seeing attempts at social search from Google and Bing as they pull Twitter and Facebook postings respectively into their results.

Google “Search Plus Your World”
In 2011, Google [...]]]>

The integration of social media posts into search engine results is a natural progression for enhancing search engine relevance and utility. We’re already seeing attempts at social search from Google and Bing as they pull Twitter and Facebook postings respectively into their results.

Google “Search Plus Your World”
In 2011, Google launched the Google+ social networking platform that is, in some ways, similar to Facebook. Google also added +1 boxes next to their search results to integrate Google+ more closely with its search engine.

Earlier this week, Google launched its next stage of social search. It’s latest platform update, dubbed “Search Plus Your World,” brings users signed into Google+ search results that pull pages that have been +1′d from people within their circles and displaying them above the normal organic results. You can see more in the video below.

Essentially, Google will determine the relevancy of results for a search user’s query based on the Google+ users they follow (which can range from brands and celebrities to friends and news outlets. Search results for Google+ users will now be completely unique results based on their community of circles and each community member’s consumption of content.

Social Signals Impacting Search Validity
As key social channels like Facebook, Twitter and YouTube (another Google property) continue to evolve as major outlets for sharing and consuming content, it raises the concern of whether or not a consumer will truly be receiving the most relevant search results on Google.

Twitter specifically has evolved as a vital resource for real-time information, and has become the place for minute-to-minute breaking news.  More often than not, information shared within a real-time Tweet contains a more relevant search result than what Google can provide.  In the case of a breaking news story, an announcement made on Twitter will be more easily found on Twitter than on Google, as information takes time to be crawled and indexed by Google.  A lack of cooperation to share data between the two goliaths has forced a wider wedge between the holy grail of social search.

“Search Plus Your World” and the Google+ Agenda
With the release of “Search Plus Your World”, Google is trying to create its own definition of what we define as social search through Google+.  The biggest roadblock for Google’s success is the meager amount of Google+ users.  The slower adoption of Google+ users cannot compare to the number of Twitter or Facebook embracers.  Because of this, Google is basically slowing the evolution of search by almost forcing users into using Google+, versus trying to truly revolutionizing the way we receive search results and consume social media content today.

Are Personal Results an Invasion of Privacy?
In the long run, true integration with social outlets (primarily Twitter; as Facebook is already heavily vested with Bing), will eventually open up the floodgates for social search.  “Search Plus Your World” will probably not gain the traction Google hopes for, as consumers are already highly engaged in their other social media accounts.  There is also a concern around user privacy.

Regardless of whether or not “Search Plus Your World” works, the upside is the fact that Google+ is another way to drive the discussion around social search. Hopefully it results in cooperation between Google and major social players.

Related Content: Google+ Comes Full Circle with “Search Plus Your World”

::By Chris Blum, Digital Search Strategist

An Ad Promoting…Another Ad?
Super Bowl ads [...]]]> Volkswagen’s Barkside is a fun teaser promoting the brands’ involvement in the Super Bowl — as an advertiser. It continues to tap into the Star Wars phenomena and mashes it up with a costumed pet meme to come up with this fun, minute-long teaser ad.

An Ad Promoting…Another Ad?
Super Bowl ads have become the TV equivalent of a retail brand’s flagship store. The ads, like the stores, forgo much of the brand’s established look and feel for something new. Advertisers want to make a big statement that gets consumers talking and ultimately buying.

In the past few years, we’ve seen several examples of how media convergence has Super Bowl advertisers building much bigger campaigns around their 30 second spot.

Streaming & Sharing the Game
Between advertisers investing more to support their TV spots to the news that the game will be live streamed this year, we’re sure to see more interesting campaigns from advertisers.

Hopefully we’ll see a better integration of mobile and the Super Bowl this year. UPDATE: Chevy just announced it’s Super Bowl App.  Last year there was no obvious app that added value to the game. This year Verizon users will have access to the live stream on their phones. But mobile doesn’t simply mean outside. The multi-screen experience holds much promise for advertisers  gearing up for game day.

The stakes are high and whether its a 30 second spot, social media, mobile or other media play, marketers and consumers will have so much to experience they’ll have to remember to watch the game.

:: By Kevin Dugan, Director of Marketing 

After a lull in growth during the recession, Out-of-Home (OOH) vendors nationwide are quickly converting static bulletins or building new structures to keep up with the pace of their competitors and client demand. Even states that have historically [...]]]>
Mobile, social, and dynamic information platforms are saturating media spaces, including digital outdoor boards.

After a lull in growth during the recession, Out-of-Home (OOH) vendors nationwide are quickly converting static bulletins or building new structures to keep up with the pace of their competitors and client demand. Even states that have historically been against digital outdoor are passing legislation to allow for the format (Oregon) or are rejecting anti-digital legislation (New Mexico and South Dakota).

Digital Outdoor Growth Over the Years
The industry has seen digital locations grow to more than 2,400 in four short years.  Advertisers already see immense value in digital OOH’s  capabilities, including- but not limited to- innumerable creative change-outs, real-time updates, day-parting and even dynamic messaging.

Despite the many perks of advertising on digital boards, a multitude of advertisers have gone to great lengths to evolve the capabilities.  Brands are pushing for more consumer interaction through the incorporation of social media.  The widely publicized 2010 McDonald’s Angus Burger campaign rotated 2,000 consumer generated headlines on 13 Kansas City digitals over the course of 24 hours.  Jeweler Robbins Brothers rotated love notes on a Riverside, CA digital board that were written by fans on their Facebook page in November 2011.

What to Expect in 2012
2012 will continue to push the digital OOH evolution. Below are some examples.

Sponsored Network Content: In 2012 Adams Outdoor will sell sponsored content on slots within its digital loops in Norfolk, VA. It will include one of maybe eight slots that repeats every minute or so.  Operating much like place-based digital networks already do (think TVs in doctor’s offices and at the gym), Adams Norfolk will rotate partner-provided content on the chosen dedicated slot that is accompanied by a sponsor field, reminiscent of the adage, ‘This message brought to you by.” It will be interesting to see how this model is adopted.

Mobile Messaging Tie-In: Mobile has continued to be an opportunity for OOH platforms, but with Lamar Advertising’s new tool RoadNinja, a free location-based app powered by Foursquare, 2012 will perhaps be the year mobile can help OOH shorten the path to purchase.   While the app lets subscribers know what gas, food, entertainment and lodging choices are found at  upcoming exits, it also allows Lamar partners to push out sale and promotional messaging when a user is in close proximity to brand locations.  Empower has more background here.

Emergency Communication: Institutions like the FBI, FEMA and NCMEC already tap into digital outdoor’s ability to broadcast in real-time. The FBI posts ‘most wanted’ ads when warranted, FEMA pushes out emergency communication and the NCMEC displays AMBER alerts when children are reported missing.

All three groups can directly attribute positive results to communication on digital billboards. And it is expected the outdoor industry will maintain contracts in 2012 and beyond. Such partnerships help reinforce the benefit to brands using digital boards.

Get Local With Digital OOH
It’s easy to spot a theme in these examples: Localization.  Consumer expectations for relevant information everywhere in real-time extends to digital OOH.

And, as we’ve shown with the above examples, digital OOH messaging  can:

• hone into board locations
• provided locally-relevant sponsored content
• ping consumers in the immediate vicinity of a brand
• disseminate emergency information.

And as a result, digital OOH allows brands (regardless of whether they’re based globally or locally) can get hyper local and connect with consumers in local markets.

:: By Erin Crane, OOH Strategist

Many marketers have suspected it for some time now. And there have even been a few attempts to make it official. At Empower MediaMarketing, we have officially moved on.

Why is this historically standard model for displaying how marketing efforts impact consumer purchase behavior no longer accurate? We see two main [...]]]> The purchase funnel is dead.

Many marketers have suspected it for some time now. And there have even been a few attempts to make it official. At Empower MediaMarketing, we have officially moved on.

Why is this historically standard model for displaying how marketing efforts impact consumer purchase behavior no longer accurate? We see two main reasons.

1. Consumer purchase behavior is typically not linear, but the purchase funnel always is.
2. The purchase funnel assumes that consumers who make it to the end of the funnel, usually loyalty or advocacy, will remain there forever. However, even the most loyal consumer can be lost. A poor experience, a more attractive competitive offer or a new entrant to the marketplace is all it takes for a brand advocate to end up in the “purchase funnel” of another brand.

Putting Consumers on the Map
To correct these shortcomings, we conducted primary research to develop a new consumer behavior model that we call the Brand Participation Map℠ (BPM). The BPM outlines how consumers (“brand participants”) interact with brands throughout the purchase process. And it allows marketers to better consider how to talk “to” and “with” consumers. An early version of the map is below.

Life is (Usually) Not Linear
The BPM is also a heat map in the sense that from blue (awareness) to red (advocacy) represents the progression of a brand’s “hottest” or most valuable brand participants. The Brand Participation Map is flexible enough that it can apply to a number of different types of purchases, from a car, where consideration can take weeks to months, to impulse CPG purchases, where consideration takes moments. Further, the phases of the purchase process are not distinct but meld into one another as consumers flirt with consideration, preference, loyalty and advocacy.

The idea is that the standard progression from awareness to advocacy can still take place, but it doesn’t have to.  This is especially true for repeat purchases where a loyal consumer can go back and forth from purchase to loyalty without  starting the process over before each purchase.  It also gives advocates a clear path back to awareness and consideration of competitive products as they see fit.

BPM Yields Competitive Insights
We recently conducted a Brand Participation Map study for one of our clients, which provided insights into where their Brand Participant falls on the BPM in specific markets (above). The study also compared the brand against its competitors.  With this knowledge, we can better target the opportunity areas for our client, potential white space in the category and our recommendations.

The Brand Participation Map is being rolled out this year across multiple clients for use in a variety of ways, including informing start work meetings to help set goals and measuring campaign impact.

The purchase funnel is dead. Viva la Brand Participation Map!

:: By Dan Mayer, Media Analytics Director

It’s well documented that SEM clickthrough rates are lifted when combined with display, additionally, time to convert is also shortened. Some studies [...]]]>
The marriage of Search Engine Marketing (SEM) and display advertising is a proven winner. Savvy advertisers are taking full advantage of this union to improve key performance indicators (KPIs) online.

It’s well documented that SEM clickthrough rates are lifted when combined with display, additionally, time to convert is also shortened. Some studies have even shown increases in market share and brand favorability. Advertisers as diverse as Quaker Oats, Value City Furniture, Hewlett Packard and many others have published studies showing significant improvements in key measures when adding display to the digital mix.

Display Seeds Brand Messaging
The road to successful search conversion seems simple. Maximize your SEM budget, capture every conceivable keyword and push your SEM ads to the first three positions.  However, the user’s decision to click on your ad is much more complicated, involving a whole host of preconceived attitudes and experiences.

Now that they have arrived near the end of the sales cycle, they have already accumulated a plethora of opinions about your brand and others. The all-important search has led them to pages of results, and in an instant they will sort you into (or out of) a sales consideration set.  Here is where creating a strong brand impression prior to this experience will pay off.

Brand favorability cannot be built during a search, even though you have spent hours choosing just the right headline, photo, and copy.  Online users will click on brands that they already know, or at least have heard about. But you have an advantage.  A properly structured display campaign has already seeded your brand story and created important keyword associations for the user.

Reach Consumers at the Point of Consideration
So why do we also need online display to increase brand awareness, doesn’t TV or other parts of the media mix take care of this?  Display is the only medium that lives in the same environment as search, and delivers messaging right at the moment of consideration, while TV ads for example are not as close in timing and can be interspersed with competitor messages.

As most online activities happen during the workday, display ads are the last thing your customer usually sees prior to conducting their search. Display allows you to reach your customer one last time before they finalize a short list to consider for purchase.

Drive More Searches
When creating digital marketing campaigns, advertisers today view SEM as a new Yellow Pages — a place to be whenever a customer decides they are ready to make a purchase. Brands spend thousands, sometimes  even millions of dollars a year bidding on keywords to drive clicks and subsequently, sales.

Display advertising can create an opportunity for search. In other words, users may see a display ad for an interesting product and choose not to click on that ad at that moment.  But at a time more convenient for them, they will search for that product.  The display ad is then directly responsible for driving that search click.

In 2012, SEM will remain a critical piece of the marketing mix, getting that image, headline and copy in front of people at the right time. But by combining display with search, brands deliver a one-two punch, creating a greater opportunity to connect consumers to your brand at that critical point of consideration.

:: By Lisa Kidwell, Digital Media Team

Geeking Out

I had written a couple of weeks ago about how freaking awesome it would be to have the ability to map out a social graph of the content that you share as a brand. At the time, I was thinking about tugging on the ears [...]]]>

Geeking Out

I had written a couple of weeks ago about how freaking awesome it would be to have the ability to map out a social graph of the content that you share as a brand. At the time, I was thinking about tugging on the ears of our development staff to commit time and resources to build out a proprietary tool off of various APIs to let me map out the nodes on a social graph and easily target influencers.

And like all good ideas I’ve ever had, Google had already been working on them for months (maybe even years) and has now put them into production. They’re called Ripples, and they are causing me to totally geek out.

What Are They?

Ripples is essentially a way for you to measure engagement and influence at the same time. It may not be as sophisticated as tools like Klout or PostRank (which was acquired by Google), because it only measures engagement on one platform. And Google+ is a pretty small platform at the moment, and brand pages are fairly new.

Ripples do, however, allow you to see how many people are sharing your content, how far reaching those shares were, and most importantly, of all the people who share your content, who has the biggest social circle, all within an easy-to-interpret graphical interface.The tool even has a bar that allows you to zoom in and out, drilling as far into your social graph as you can possibly go.

How Can I Use Them?

Now that we have a tool to easily identify these influential people on Google+ (who are probably influential on other platforms as well), it is much easier to apply the fundamentals of social media and content marketing. We can design content targeted at influential people, or even engage them in conversation directly. But if we stop at that, we really aren’t doing anything groundbreaking. We are just using a great new tool from Google to be a little more effective.

To take this one step further, think about how this can layer into another discipline: search marketing. Now that all of these +1′s are affecting natural search results, go get a handful of keywords associated with your product, preferably ones that are giving you difficulty when it comes to ranking. Work them into the content (without ruining it of course) and then target those influencers.

What’s the Potential Impact?

Suppose my website was having difficulty ranking for the words “digital marketing agency”, but I was able to create content that was optimized for that term and shared by +Sarah Perez, a writer for TechCrunch who is in over 100,000 circles. That is potentially 100,000 search results that I now have a greater than average chance to rank for the first page of Google search results. And she’s just one (very popular) person.

If I had gotten +Vic Gundotra and +Dalai Llama like in the picture above, suddenly I could be on the first page of Google for close to 1 million search results.

So, content marketers, social media marketers, and search marketers, do yourselves a favor and get in a room together and develop something resembling the above strategy. You’ll not only help further your brands and make  yourselves look great to your clients, but you will also make a richer and more nuanced web experience for all of us.

:: By Alec Painter, Digital Search Strategist