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In Luxury Goods, Price Matters, But Trust And Service Retain

Source: http://www.marketingvox.com/in-luxury-goods-price-matters-but-trust-and-service-retain-051111/

A tough economy notwithstanding, 61% of UK consumers who buy premium products and services online will not reduce their online spending in 2012. But, they expect superior service for premium prices, and luxury goods and services providers need to prioritize customer service during the online shopping experience. That according to a survey conducted by Leapfrogg, the […]<img src="http://feeds.feedburner.com/~r/marketingvox/rss/~4/c_HJxeqH_S0" height="1" width="1"/>

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Wednesday, May 30th, 2012 news No Comments

90-9-1 or 1-9-90 Rule of Social Media Participation

90-9-1 or 1-9-90 Rule of Social Media Participation

90-9-1 or 1-9-90 Rule of Social Media Participation

90 readers 9 editors 1 creators

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Wednesday, May 16th, 2012 digital, Social media, statistics No Comments

Google Blimp Ads! Awesome!!! Google Adwords On A Giant Screen

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

google blimpads - 2011 April Fools

large advertising for small text ads

blimpAds by google

It is April 1, 2011, folks

Google is also hiring autocompleters – sign up right away
google autocompleters april fools #aprilfools

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Friday, April 1st, 2011 Branding, digital, integrated marketing No Comments

Search Ads versus Display Ads

UPDATED:  April 10, 2012

AdSafe study shows that a quarter of display ads are never in view on publishers’ websites. And it gets worse from there — 41% never in view for content networks and 46% never in view for ad exchanges. Users are there to view content, not ads. And they are conditioned to avoid the top, right side, and bottoms of web pages (see eye tracking at the bottom of this post).

Image Source: http://www.emarketer.com/Article.aspx?id=1008965

Cumulative Time that Digital Display Ads Worldwide Are In-View, by Platform, Q4 2011 (% of total)

ORIGINAL POST:  March 25, 2011

Hands down, search ads beat display ads in click through rates (CTRs).  In every one of the examples below and the several dozen more that I did not screen shot, search is more effective than display because the ads are brought up when the user types in the search term and are looking for something, vs display which is served up alongside content.

search advertising versus display advertising display ads vs search ads CTRs search CTRs vs display CTRs search ads display ads

Facebook display advertising click through rates are even sadder (i.e. worse) as you can see from the chart below — like an order of magnitude

lower (0.024%)
facebook ad click through rate

display ad spending search ad spending emarketer

search ads vs display ads

digital display vs search ads

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Eye tracking studies show that most users are already conditioned to avoid looking at the top and right side of web pages because they know that is where banner ads or display ads go.

 

 

 

 

 

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Friday, March 25th, 2011 analytics 1 Comment

Supercenters, E-commerce Will Gain CPG Dollar Share

Source: http://feeds.marketingcharts.com/~r/marketingcharts/~3/gSjrzv-Kt6Q/

The mass supercenter and e-commerce retail formats will gain substantial CPG dollar share in the next five years, according to the “Retail 2015 Forecast” from The Nielsen Company.

Mass supercenter, which had a slightly less than 10% dollar share of the CPG retail channel in 2009, will grow its share to about 12% by 2015. E-commerce […]<img src="http://feeds.feedburner.com/~r/marketingcharts/~4/gSjrzv-Kt6Q" height="1" width="1"/>

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Monday, June 21st, 2010 news No Comments

3 in 5 Web Users Read Online Newspapers

Source: http://feeds.marketingcharts.com/~r/marketingcharts/~3/-Sa6RZtikDw/

Almost three in five US internet users read newspapers online each month, according to comScore Media Metrix data.

57% of Web Audience Read Online Paper in May Online newspapers received about 123.9 million unique US visitors in May 2010, or roughly 57% of the total monthly US unique internet audience of about 215.7 million users. Those visitors […]<img src="http://feeds.feedburner.com/~r/marketingcharts/~4/-Sa6RZtikDw" height="1" width="1"/>

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Monday, June 21st, 2010 news No Comments

Coupon Redemptions Grow 27%

Source: http://feeds.marketingcharts.com/~r/marketingcharts/~3/D3SJYD6L0qE/

Following a leveling-off period from 2006-08, coupon redemptions grew by 27% in 2009, according to analysis by The Nielsen Company.

News of the Coupon’s Death is Greatly Exaggerated After reaching a peak of 4.6 billion redemptions in 1999 (according to Inmar), annual coupon use by US consumers sank to a low of 2.6 billion for the three-year […]<img src="http://feeds.feedburner.com/~r/marketingcharts/~4/D3SJYD6L0qE" height="1" width="1"/>

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Wednesday, April 14th, 2010 news No Comments

Evian baby viral video has much higher ROI than Etrade baby superbowl ad

The Evian baby viral ad (red spike) got almost as much search volume as eTrade’s Superbowl ad of 2009 (blue spike). But Evian paid millions less by skipping the expense of airing the video on traditional media; instead they just posted it to YouTube for free. But notice that in both cases the effect was ephemeral (not long lasting) — notice the narrowness of the spike. Interest in the viral video also subsided quickly. But at least Evian didn’t waste millions on producing and airing it — thus achieving a massively larger ROI than Etrade who paid to make the ads and then air it at great expense on the Superbowl for the last 3 years.

etrade-baby-vs-evian-baby

Etrade Baby Ad

Evian Baby Viral Video

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Wednesday, February 24th, 2010 analytics, Branding No Comments

Cybercrooks Target Social Networks

Source: http://feeds.marketingcharts.com/~r/marketingcharts/~3/16mASWhC9kU/

Cybercriminals are turning their attention to users of social networks such as Facebook and Twitter, according to a new report [pdf] from IT security and data protection firm Sophos.

Spam, Malware Attacks on the Rise Sophos’ Security Threat Report: 2010 indicates criminals have increasingly focused attacks on social networking users in the past 12 months, with a […]<img src="http://feeds.feedburner.com/~r/marketingcharts/~4/16mASWhC9kU" height="1" width="1"/>

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Friday, February 5th, 2010 digital No Comments

The Grand Unified Theory of Marketing(tm) – Digital String Theory

UPDATED:  March 2014

Grand Unified Theory of Marketing by Augustine Fou 2014 Update from Dr Augustine Fou

 

UPDATED:  September 21, 2011

Most people use the term integrated marketing now and it has come to mean loose “integration” or interrelationships between marketing channels, like putting a web address on a TV ad, a QR code on a print ad, etc.

I am adding the following slide called “Unified Marketing – ecosystem of touchpoints” to put forth the concept of unified marketing.  This starts by putting the customer in the “middle” and wrapping their purchase funnel around them. Then we add the 3 concentric circles: 1) on-site, 2) off-site, and 3) third party to represent the types of channels at the disposal of the marketer/advertiser.

Then all tactics can be plotted on this single, unified marketing chart to reveal whether there are any gaps (not enough activity) or redundancies (too much spend).

Unified Marketing – ecosystem of touchpoints

Additional Reading:  Digital is a Philosophy

 

ORIGINAL POST

Just as physicists and mathematicians have been searching for the grand unified theory of the universe, I have been looking for a way to tie together the disparate disciplines of marketing and advertising, a way to correlate metrics from different industries that interrelate with marketing (e.g. market research, Nielsen, etc.), a way to put all past theories in context and perspective (Michael Porter’s Five Forces, Net Promoter, etc.), and a way to explain marketing successes and failures — all in one.

My method is the scientific method – which is simply put doing experiments and making observations that either support or refute hypotheses.

A grand unified theory will also need to be able to take into account phenomena such as social networks, etc. What are the organizing principles of such; what is the value?

Why now?

Using digital tools — such as search volume trends — we can start to correlate marketing spend effectiveness across different forms of media and also different advertising and marketing techniques.  The example below compares eTrade and @Drobo. What is most embarrassing is that eTrade, a well known brand from the first dot-com heyday, spent lots of money creating and airing TV ads which it hoped would go viral. They even paid for Superbowl ads for the last 2 years to promote the “eTrade talking babies” as you see from the 2 spikes in search volume during February of 2008 and 2009.  However, when compared to Drobo (a startup company that developed a very easily upgradeable back up hard drive array), it is shocking to note that Drobo spent NOTHING on advertising and relied entirely on word of mouth and an awesome product. And their search volume is not only larger than eTrade but also sustainably larger despite zero advertising and media cost.  The “totals” even suggest that the volume under the curve of Drobo is 8X (EIGHT TIMES) that of eTrade.

So if you consider that eTrade spent millions of dollars to create the TV ads and even more millions of dollars to air them on TV in order to drive interest, demand, and hopefully new customers, then Drobo can be considered to have gotten the equivalent of 8X more dollars in advertising and media – for FREE using techniques and channels other than TV advertising. So what does that say about the relative value of TV advertising compared to these other, newer techniques?

etrade-drobo-search-volume

godaddy vs megan fox

megan-fox-godaddy-search-volume

Grand Unified Theory of Marketing - Digital String Theory

Grand Unified Theory of Marketing – Digital String Theory

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Thursday, October 29th, 2009 digital strategy No Comments

Dr. Augustine Fou is Digital Consigliere to marketing executives, advising them on digital strategy and Unified Marketing(tm). Dr Fou has over 17 years of in-the-trenches, hands-on experience, which enables him to provide objective, in-depth assessments of their current marketing programs and recommendations for improving business impact and ROI using digital insights.

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