Alternative marketing thinking


Archive for the category “Online”

Unfriending: the new friending

I almost missed the one line status update as it trickled down my wall “spring cleaning my friend list”. Even when I saw it, I was sure I wouldn’t be among the ones cleaned out so I didn’t bother to check.

As days and weeks went by, I started to miss those updates. Auto posts from her subscriptions to astrology sites, odd pictures from late night parties, Farmville notifications. Nothing profound or insightful, yet enough to tell me we were still friends.

I have to admit I have been a lurker, a virtual fly on her virtual wall. Sent her birthday messages every year, early in the morning, without fail. Liked the odd post now and then, just so she knew I am around.Her pictures. Looked them up all, many times over.

And this is what I get in return. A virtual dumping!

Did she think I wouldn’t know? Hey I do now. Don’t know how long ago I was nixed. It hurts OK! It does, even now.

Is unfriending the new friending? Spring cleaning my friend list. Is there a meme of sorts out there that I missed out on?

I remember reading a month or so ago that Facebook was losing users in the US. It was later retracted though. How did she get to that. GigaOm? She doesn’t read that.

New evidence popped up again yesterday that the Facebook juggernaut maybe beginning to slow down. This time from Hitwise in the UK. Refuted again! Lies, damned lies and web statistics as Jemima Kiss wrote in her Guardian Blog.

So what happened to me? Has she been so unemployed recently to manicure their friend lists? Are there new taxes for having too many friends on a FB account? Has the monsoon brought in a new virus? Unfrienditis?

I Googled frantically. Nothing!

And then I noticed this little maroon button gleaming “1” on my Google+ toolbar. Intrigued, I clicked.

It was a notification from her. XYZ has added you in a circle.


Bogusky Blogs

The Future of Media series by Mediapost and Advertising Week is getting CPB’s Alex Bogusky to blog. He has an interesting approach to writing posts. Starts his of a typical rant via Twitter and gets people to respond. With over 11,000 people following him, he has quite an audience. Once this audience chimes back, he picks up the bits and writes a post. Recent posts include a rant against the growing tendency for companies to crowdsource their logos for cheap. Another interesting one, on the topic of being an expert in today’s world, specially in the area of social media. A social media expert, Bogusky thinks, is an oxymoron of sorts. Because the social media media scene is so dynamic, anyone who has legacy expertise in the field should already be a “has been” and not relevant anymore. In another post he questions the classic “medium is the message” paradigm and how in today’s world, where we can custom create messages for different kinds of media, the line between medium and messages is more often then not blurred. The blog gets a fair bit of comment, each one of which in some ways nourish the ideas he propounds. Worth a look

Banks Continue To Innovate ;-)

Cheeky headline that, but a look at some of the best examples of online advertising shows that banks and financial services continue to innovate in this space. The Banner Blog has a nice round up of innovative online banners. HSBC, Barclay’s, Virgin, RBS and ANZ are all part of the list.

Learning By Listening. New Services Delivering. Better Customer Experiences.

There’s a lot of talk these days around companies needing to listen to customers, even if many of these customers are wrong. At Future Lab, John Cadell lists out a few reasons. Elsewhere Peter Kim pointed us to a review by Forrester of listening technologies. He goes on to add that the future lies for companies who go beyond offering just products. He feels the need of the hour is to offer services around such products. On the 1 to 1 blog is another interesting tidbit about customers helping other customers. How when the designated Comcast employee was on leave for a day, his colleagues who were also on Twitter picked up from where he had left off and continued to support those in need. Not long ago, we had written a piece on how companies can help customers help themselves. On Jerimiah Owyang blog is a list of white label social networking products. Yes there’s an explosion of such services. Needless to say companies need to do their best to keep their ears to the ground and computers logged in.

A War. Broadcast Through SMS.

The war in Gaza is the first modern conflict to be carried out across the social media-sphere. The Israel Defense Force has a Youtube channel, while Hamas uses this multi-lingual site to keep the world updated on the events on the ground. Both have Youtube Channels (or equivalents) and the Twitter chatter from voices both formal and informal has been nonstop. In 140 characters or less, writes Northwestern University’s Social Entrepreneurship Blog. There are many ideas and voices rising out of the conflict, like this little piece of open source software that Al-Jazeera TV has created to picks up tweets from around Gaza to plot where things are happening. Another important source of information comes from Norwegian doctor Mads Glibert whose SMS phone messages from a Gaza hospital are increasingly being cited in news reports throughout Europe. With a blanket ban on reporters entering Gaza, Web 2.0 media is becoming the centre of news distribution in the recent Middle Eastern conflict.

Online. Clicks May Not Be The Only Way.

Focusing only on clickthrough rates in your online media plan? Maybe you want to look at the possibilities of display ads. ComScore recently released an interesting White Paper titled How Online Advertising Works: Whither The Click. By examining 139 online display ad campaigns conducted across a variety of industries, including Retail & Apparel, Travel, CPG & Restaurant, Finance, Automotive, Consumer Electronics & Software and Media & Entertainment, ComScore has confirmed substantial effects. It’s clear that display advertising, despite a lack of clicks, can have a significant positive impact on: Visitation to the advertiser’s Web site (lift of at least 46% over a four week period). The likelihood of consumers conducting a search query using the advertiser’s branded terms (a lift of at least 38% over a four week period). Consumers’ likelihood of buying the advertised brand online (an average 27% lift in online sales). Consumers’ likelihood of buying at the advertiser’s retail store (an average lift of 17%). Andrew Frank, Gartner analyst, who does a review of the ComScore paper here asks agencies and marketers to move beyond the click fixation.

Website Urges You To Look At Your Spending

Here’s a wonderful Brazilian site that helps young people understand how much little acts like talking over their phones, buying clothes and spending time in malls can dent their savings. Seen through the mirror of two young people, the engaging site tracks these people as they go on doing things they would do normally, yet end up spending considerable sums over a period of time. I Can Bank It.

Bankers’ Stories

Another little attempt from a brand to tell interesting stories, not necessarily about itself. Societe Generale has created Bankers’ Stories. Very different from what Amex offers, but unique in its own way. We are not really sure if they had to rely on flash and streaming video to do what they have. But there are beautiful little stories in French (English subtitles) here. Take your own call by dropping by at Bankers’ Stories.

New Online Bank From Goldman Sachs?

May not be the most anticipated news in the world just now, but Goldman Sachs, according to Wall Street Journal, is mulling an online-only bank. Why you may ask. According to this brief in Finextra, the new unit will seek deposits that can be used to fund future business initiatives. The retail banking market is unfamiliar territory for Goldman, which recently converted to a bank holding company and won a New York State banking charter. As well as opening an Internet bank, Goldman executives are also mulling plans to grow its deposit base by tapping its wealth management operations and large corporate clients. From here.

What Next For Obama’s 3 Million Database?

If you were one of the 3 million who received an e-mail or text message from the president-elect right before his acceptance speech in Grant Park thanking you for your support, you know that his outreach/marketing efforts and use of that database won’t end with his election.

Barack Obama and his marketing machine achieved unprecedented success in their use of direct/database marketing for a politician.

“We have a lot of work to do to get our country back on track, and I’ll be in touch soon about what comes next,” the personalized message from Mr. Obama read.

As effective as the database was during the election, many direct-marketing professionals said it can be even more important during his presidency.

Read more about how Obama could use Direct Marketing, his database and social networking during his presidency, from an Adage article….

Update: The first steps in engaging with people arounbd the world has already been sown, with a Change site

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