Much like the newspaper, traditional television spots are dying. Thanks to continued technological advancement, brands are engaging consumers through interactive web videos that can be clicked through to get more information, play games and download coupons. Not only are users excited to test the video’s abilities, but they are spending more time with the brand. This platform is perfect for YouTubevideo campaigns, and has tremendous opportunity in viral marketing. Some brands are using it to complement commercials, like Blendtec’s “Will it blend?” interactive YouTube campaign.
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Tags: Blendtec, brand, commercials, interactive, web video, YouTube
Are you between 18-24 years old? Help me assess youth attitudes about the American Red Cross and blood donation. Take a quick survey at http://www.surveymonkey.com/s/YCX2XTR
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Search engines are not only making money by placing paying brands and businesses at the top of the lists as “sponsored links,” some are deceiving users. When it comes to paid placement, companies appearing highlighted or within the top three on the results list is likely to be there thanks to a large search engine optimization (SEO) budget.
Google and Yahoo aside, many search engine providers are causing this marketing practice to appear teetering on an ethical balance beam. The only thing keeping them from falling off is open and honest transparency in paid placement links that are clearly marked to make consumers well aware they are clicking on paid advertisements and not necessarily the best or intended match for their search.
The whole idea of search engine marketing (SEM) is really very ingenious. Calling paying brands “sponsored links” is clever; they’re more like “featured sites,” and paid placement seems to have many benefits beyond traditional advertising.
According to the Search Engine Marketing Professional Organization’s annual survey, marketers are beginning to make the shift from print advertising in newspapers, magazines and direct mail to search engine marketing (SEM) mainly because of its efficiency, opportunity to lessen risk and easy-to-track ROI.
But when will marketers cross the line into unethical SEM? To me, excluding disclaimers or not distinguishing sponsored links borderlines an act of deception. Today’s marketing professionals are making it harder and harder for consumers to recognize real journalism from paid advertising and many are feeling betrayed be companies.
IMC professionals must be sure to consider the relationships they’ve worked to build or are trying create more so than the bottom line when it comes to SEM. Be transparent, tell the truth and do not harm!
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Tags: brand, Google, IMC, paid placement, search engine marketing, search engine optimization, SEM, SEO, transparency, Yahoo
Standing in the grocery store checkout, I was conveniently close to a large display of candy coated products. There was no doubt that these tasty treats were strategically placed in reach of my impulse shopper mindset, but which do I choose? Upon first glance, the lucky winner that caught my eye was M&M’s Peanuts.
Why? The bright yellow packaging and the contrasting dark brown, extra-large M&M’s logo practically flew off the shelf and in my hands. Not to mention the oversized distribution display box , which housed the individual yellow bags and spanned a width twice the size of all the other brands on the shelves. Aside from package design, this product conveniently took its position three rows from the top and was dead center.
The most creative elements that make this package design effective are logo text and color choice. M&M’s, the brand text, is simple and short, making it easily seen, recognizable and prominently featured on its packaging. Often an increase in ad size devoted to text further increases its perceptual salience and attentional demand, which is likely to detract attention from competitors. The color yellow makes products appear bigger, evokes a positive response, and is cheerful and easygoing, much like the brands spokes-character, Yellow, who is integrated in all the promotions of the brand.
Even Yellow has a profile page on the M&M’s Web site and his motto- inside everyone there’s a little nut- plays off the product itself and the brand’s personality. Yellow likes pretty ladies, fluffy things, is plump, yellow and all smiles, and sees the good in everything. It’s amazing how package design can create such a recognizable and engaging brand personality and identity.
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Tags: brand identity, brand personality, display, distribution, M&M's, package design, peanuts, spokes-character, text, Yellow
Forget crowed malls, limited product selections and hard to find bargain basements. Online e-commerce is sweeping traditional retail stores under the desk and driving consumers online where closeout prices are at their fingertips.
Launched as a premier online company that liquidates excess inventory through the Internet, Overstock is a virtual store that brings the outlet mall to the consumer by providing the same brand-name products sold in land-owned retail stores at discounted prices.
Upon it’s founding in 1999, the Web-based company’s highly-fragmented, liquidation-style business would have struggled to compete offline, but Overstock’s must sought after retail space online has made it a market leader, creating interactivity, providing quality e-service and building a considerable amount of brand equity.
Overstock offers points of parity in convenience, discounted prices and a variety of products. While traditional shoppers walk along retail doors, a large number of consumers who like good quality merchandise, but dislike the crowded mall experiences, find comfort in Overstock. Today, Overstock’s sales have reached $856 million and they offer more than 783,000 products in furniture, at home, bedding, clothing and shoes, jewelry, watches, electronics, books, music, movies, and interactive games. Furthermore, Overstock has saved consumers millions of dollars off manufacturer’s retail prices, and established partnerships with many leading brand-name companies.
One of Overstock’s biggest assets is its URL. Not only does Overstock.com suggest to consumers the company’s purpose- selling excess retail products- but its URL is linked throughout an integrated marketing campaign that has created significant brand awareness and recallability. The company really knows how to create demand off-line through various public relations tactics, like television, print, and radio, and drive consumers online.
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Tags: brand, brand equity, e-commerce, Overstock.com, public relations, URL, Website