integrated marketing
Comparing costs of various media channels, on a CPM basis – cost per thousand impressions basis.
SOURCE: http://www.slideshare.net/augustinefou/why-digital-tactics-kick-traditional-tactics-in-cost-effectiveness
SOURCE: http://www.clickz.com/clickz/column/2126376/newspapers-money-online
SOURCE: http://www.handmadeology.com/etsy-ad-pricing-comparing-them-to-the-competition/
UPDATED: January 30, 2013. See also Comparative Media Costs Offline and Online
Tags: auto, basis, broadcast tv vs digital, comparing costs of marketing tactics, comparison, cost effectiveness, cost of marketing tactics compared, CPM, cpm basis, CPM comparison, cross channel marketing costs comparison, direct mail vs tv ads, display ads vs search ads, marketing, marketing costs comparison, marketing tactics normalized, money, nbsp, newspapers, Normalized, online display vs search, radio vs digital, SOURCE, traditional vs digital, TV vs digital, TV vs radio
Adults Engage with TV Online
Among online US adults, about two in five (43%) say they have gone online or utilized social media to comment, post, watch or read something about a television show or program, according toa recent24/7 Wall St./Harris Poll on Social Media and Television. One-third say they have done so after watching a TV show or program (33%) and fewer say they have done so either before watching (18%) or while watching (17%) a TV show or program.
Younger, Educated More Likely to Engage
Unsurprisingly considering the general demographics of the internet, younger and more educated adults are more likely to engage with TV shows online or through social media. For example, 59% of 18-to-24-year-olds report engaging in this way, with that figure progressively falling among older age brackets until reaching a low of 28% for adults 55 and older.
Similarly, 48% of college graduates, but 47% of those with some college and 35% of adults with a high school diploma or less engage with TV shows online and through social media.
Kids are Big Differentiator, Not Gender
Interestingly, men (43%) and women (42%) have essentially identical engagement rates. However, adults with a child in the household are much more likely (47%) than those without a child in the household (40%) to do so.
Women Post on Forums
Gender differences become apparent when looking at how adults engage with TV shows online and via social media. Fifty-seven percent of women, but only 50% of men, post about TV shows on individual forums such as a personal Facebook page or Twitter account. Conversely, 38% of men but only 27% of women post on a separate media outlet site such as an entertainment blog.
Men (45%) and women (44%) post on a website or page created by the content provider, such as a Facebook page associated with a TV show, at about the same rate.
Info Main Reason to Engage Online
By far, obtaining more information is the most popular reason viewers engage with TV shows online and through social media, with 76% of respondents rating this as an important reason. Obtaining analysis or summary (68%) and obtaining a source of additional entertainment (67%) virtually tie with about two-thirds of respondents saying they are important reasons. Only about half (51%) think engaging with other viewers is important.
Largest Audience Share Less Likely to Engage
Measuring Q4 2010 audience share by age, recent Nielsen data indicates the largest share was represented by adults age 50-64 (24%), followed by those age 35-49 (22%). These audience segments represent an online engagement rate ranging from 40% to 28%. Tweens and teens age 12-17 represented the smallest share (6%). Measuring by gender, women comprised 53% of the viewing audience.
About the Data: This 24/7 Wall St./Harris Poll was conducted online within the US between March 11 and 15, 2011 among 2,526 adults (aged 18 and older). Figures for age, sex, race/ethnicity, education, region and household income were weighted where necessary to bring them into line with their actual proportions in the population. Where appropriate, this data were also weighted to reflect the composition of the adult online population. Propensity score weighting was also used to adjust for respondents’ propensity to be online.
Tags: ad spotting, adspotting, augustinefou, blimp-parade-april-fools, co-surfin, co-surfing, consumer reported ads, cosurf-tv, cosurfin, cosurfing, coviewing-digital-marketing, ecosystem approach, ecosystem approach to digital marketing, internet and tv, jetbluetwitter, myspaceincomegraph, nielsen-co-viewing, simultaneous online and TV, statistics-of-using-social-media-women-or-men2011, tv and internet, tv and secondary device
launches in May!! gotta get some before they are gone – click here to sign up http://www.google.com/adwords/blimpads/
talk about awesome branding opportunity
large advertising for small text ads
It is April 1, 2011, folks
Google is also hiring autocompleters – sign up right away
Tags: advertising, Adwords, alignleft, April, april 1, attachment, Awesome, Blimp, caption, giant, giant screen, google, google adwords, gotta, May, opportunity, screen, Sign, talk, text, text ads, width
UPDATED: June 19, 2011. Community curation (a bunch of people giving news items thumbs up) will live on. Added Delicious bookmarks (community bookmarking and tagging).
Long live the spirit of Digg.com – community curation will live on …
Tags: analyticcocacolawebsiteperday, augustinefou, cocacolavspepsimarketpercentage, cokevpepsisalesaroundtheworld, costmanagementjetblue, digitalstrategist, foursquareinsights, grandunifiedtheoryofmarketing, integrated-marketing-communication-increase-in-market, nonamecolamarketshare, pepsicomarketshareinindia, regionalinterestbritneyspearsworldwide, send-a-network-spike, targetaudiencecocacolavrspepsi, targetmarketcokepepsi, televisionnetwork, tvadplacementaudit, web-2-0-pioneers
UPDATED: March 5, 2013
Digital Footprint Score 13.3 (2013, March)
Site: 1) visits per person, 2) pages per visit, 3) Hubspot Marketing Grade
Search: 1) domains linking in, 2) keywords driving traffic, 3) # pages cached
Social: 1) Klout Score, 2) Kred Score, 3) bitly clicks
UPDATED: April 5, 2012
UPDATED: March 16, 2012
The version of the score below is 12.3 (which means year 2012, month 3).
Digital Footprint Score 12.3
Site
- Hubspot overall marketing grade, indexed against others in the industry/sector
- pages per visit
- visits per unique user
Search
- keywords driving traffic
- sites referring traffic (inbound links)
- # of pages cached by Google
Social
- Kred Influence score, indexed against others in the industry/sector
- Kred Outreach score, indexed against others in the industry/sector
- Facebok Fans
Mobile
- unique mobile content or mobile version
UPDATED: April 5, 2011.
The Digital Footprint Score(tm) is a metric that will be published quarterly by the Digital Strategy Institute.
The parameters that go into it are the following – under 4 vectors, 1) site, 2) search, 3) social, and 4) mobile.
The version of the score below is 11.4 (which means year 2011, month 4).
Digital Footprint Score 11.5
Site
- pages per visit
- visits per unique user
Search
- keywords driving traffic
- sites referring traffic (inbound links)
- # of pages cached by Google
Social
- twitter followers
- unique retweeters
- unique mentions of handle
Mobile
- unique mobile content
- mobile app? (1/0)
Meaningful comparisons are made among brands in the same industry/category, using the raw DFS score. the indexed DFS score can also give directional indication across industries (e.g. which industries as a whole are better in digital than others).
The parameters that go into the score were chosen mainly on the following criteria — that they are easy to obtain, easy to understand, AND straightforward to impact. For example if you have a low pages per visit parameter, then you impact that by adding more content pages to your site.
UPDATE: March 25, 2011.
Digital Footprint Score 11.4
Site
- pages per visit
- visits per unique user
Search
- sites referring traffic (inbound links)
- keywords driving traffic
Social
- twitter followers
- unique retweeters
Mobile
- excluded in this version
Digital Footprint Score 11.4 - Fashion (Highest)
DFS Score for Fashion Brands (lowest scores)
Original Post
The Digital Footprint Score(tm) is a new multi-metric index that helps brand marketers assess their digital marketing activities and compare it in apples-to-apples fashion to other brands in similar categories.
It takes parameters from the following 4 key areas: 1) site, 2) search, 3) social, and 4) mobile. It can be used to inform digital strategy and digital marketing tactics — those tactics will impact these parameters and improve the brand’s digital footprint score.
It is deliberately focused on measurable actions created by users NOT the size of the audience to which the ad was delivered, as in the case of the following 2 old metrics.
Source: http://en.wikipedia.org/wiki/Gross_Rating_Point
Gross Rating Point (GRP) is a term used in advertising to measure the size of an audience reached by a specific media vehicle or schedule. It is the product of the percentage of the target audience reached by an advertisement, times the frequency they see it in a given campaign. For example, a TV advertisement that is aired 5 times reaching 50% of the target audience, it would have 250 (GRP = 5 x 50% –) i.e., GRPs = frequency x % reach. To arrive at your total Gross Rating Points, add the individual ratings for each media vehicle you are using. You can also calculate GRP by dividing your gross Impressions by the population base and multiplying the answer by 100. GRPs are also used by broadcasters to sell their advertising space to potential customers.
A related metric is TRP, or Target Rating Point, a measure of the purchased targeted rating points representing an estimate of the component of the targeted audience being reached by an advertisement.
Digital Footprint Score Trademark
See also – online reputation management
Tags: 2010-advertising-statistics, augustinefou, brand health, brand presence in digital, brand presence online, brand scoring system, dfs, dfs score, digital brand health, digital effectiveness, digital footprint, digital health, digital marketing Score, digital metrics, digital scores, digital strategy, digital-footprint-score, effectiveness of mobile, egrp, findability, google, grand-canyon-digital-story-augustine-fou, GRP, inbound links, industry, industry category, industry sector, March, meaningful comparisons, Mobile, mobile presence, mobile version, net promoter score, NPS, padpivot, reach and frequency, scoring system for digital, search, search analytics, search effectiveness, sector, site analytics, Social, social analytics, social metrics dashboard, social-metrics, strategy institute, version, visit, year, year 2012
I’ve been getting deals for nail salon, spa treatments, and furniture cleaning. But none are relevant. So when Groupon announced “personalization” I clicked through to try to tell it what kinds of deals were even in the right ballpark category (e.g. restaurants). Turns out it was only gender, age, and zip code. Not gonna do much to increase relevance…
Ruh-Roh – others are just copying the proven concept and not using Groupon. Go fast-followers!
Tags: carls-jr-ads, carlsjrads, carlsjrfastfood, carlsjrgirl, examplesofbrandnames, expensiveclothingcoupon, fastfood, fastfooddeluxe, fornarinalindsaylohan, hotcarwash, ilovefastfood, jetbluetwitterdeal, retailclothingdisplay, socialmediachannelsstats, topchef, watchingtelevisiontrends, webpagestvmagazinesquantitycomparisonmediamarketseptember2010, xxxx, xxxx-images, xxxxashotas
Have a look at the 2 pictures below taken at a mall-attached large chain retailer. Not a SINGLE customer in the store. Practically every rack had a red and white sale sign on it. Look at the multiple sizes of each item that have to be made available.
Now consider this.
What is the probability of someone walking through the store to this location, finding an article of clothing that is subjectively pleasing and desirable enough for the person to pick it up and consider the price. Consider if this is a nice to have or need to have item. Further consider the price and whether it is higher or lower than the clearing price — the price at which the user (in that particular user’s mind) thinks it is a good deal and decides to buy it. What is known is the quantity of work needed to inventory, merchandise, display all the products. What is not known very well is the probability of a sale for any or all of the items in the store.
Further consider the redundant inventory of similar (or the same) generic products — redundant because multiple stores attached to the same mall carry pretty much the same generic stuff. Even brand names provide little differentiation or value add. And celebrity designers and endorsers such as Kimora, Cindy, Kathy, or even Jaclyn Smith don’t help. The entire Kimora section was just as deserted as the second photo in this bunch.
Tags: article, brand, brand names, bunch, carry, celebrity, chain, chain retailer, Cindy, clearing, clothing, customer, deal, designers, differentiation, display, endorsers, generic products, inventory, item, Jaclyn, jaclyn smith, Kathy, Kimora, location, look, mall, merchandise, mind, multiple stores, person, photo, Practically, price, probability, quantity, rack, retailer, sale, section, Sign, single, Smith, someone, store, stuff, user, value, Work
A made-up word “retina display” had every major blog and news outlet scrambling to help explain what it was. Nearly 1.1 Million search results in 19 hours. It was covered on every evening news; look closely at the thousands of related news articles, etc. And all the major, powerful sites like Gizmodo, MacRumors, Engadget, etc. covered the event. Similarly 1.2 million search results on the “one more thing” feature — video calling on the iPhone called FaceTime. All entirely free primetime coverage — talk about the tens of millions of impressions achieved with NO media cost — they can definitely used the money saved to ensure Steve Job’s next keynote will have sufficient WiFi bandwidth for all those live blogging the event.
Look at the following graph of relative search volume. The spike in search volume for All-You-Can-Jet (in red) is about 4X higher than the orange line (Footlongs). And the blue line for “retina display” is 8X. Consider the cost of the paid TV media campaign supporting Subway’s Footlongs compared to the cost savings of the social media launch of JetBlue’s All-You-Can-Jet Pass and the no cost media for Apple.
Of course, not all companies will achieve the same mass coverage, but the techniques for product launches can be the same. Footlongs is an expensive paid media campaign by Subway and note how low the orange line is compared to the TWO no-cost launches.
And one more graph that shows Drobo plus 2 social media success stories — Groupon and FourSquare that even blow away Apple’s retina display — all for FREE.
Other notable examples of using made-up word advertising include JetBlue’s All-you-Can-Jet Pass and Subway’s Footlongs. Further details about JetBlue’s launch of the All-You-Can-Jet Pass is here – http://go-digital.net/blog/2009/08/jetblue-all-you-can-jet-pass/
Earlier unfiltered results on Google within 10 hours of launch — there are 3.9 Million results which will be de-duped overnight.
Day 1 Stats – page 1 position 3 in 44.6 million results
Tags: 1 million, 2-way video call, advertising, All, All-you, All-You-Can-Jet, apple, bandwidth, blog, blogging, blow, Campaign, Can, can jet, cost, course, coverage, day, display, Drobo, evening, event, face time, facetime, feature, footlongs, FourSquare, FREE, Gizmodo, google, graph, groupon, impressions, iPhone, iphone 4, iphone4, Jet, jetblue, keynote, launch, line, liveblogging, MacRumors, made-up word, made-up word advertising, made-up word marketing, madeup word, mass, media campaign, Million, money, news, news articles, news outlet, no media cost, note, Orange, orange line, outlet, Pass, primetime, Product, product launches, related news, relative search, retina, retina display, retinal display, search, search volume, spike, Steve Job, Steve Jobs keynote, Subway, subway footlongs, success, talk, tens, thing, tv media, video, video calling, volume, WiFi, word, X Consider, You
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Digital Strategist
online reputation management for brands — see “digital footprint score”
Social Media Strategist
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