Digital Strategies for Luxury BrandsHola les compartimos un interesante artículo de la agencia Publicis, sobre estrategias de e-marketing para marcas de lujo.
View more presentations from Marci Ikeler.
Mostrando entradas con la etiqueta marketing advertising. Mostrar todas las entradas
Mostrando entradas con la etiqueta marketing advertising. Mostrar todas las entradas
3 may 2010
3 abr 2010
Redes Sociales: Tendencias
Realmente estoy asombrado de la cantidad de twitts que aparecen sobre las grandezas de las redes sociales, los community managers y toda esa idea de que estamos en una nueva era donde las empresas se comunican con sus clientes creando un entorno participativo y comunicativo y palabras marketinianas que me recuerdan a la terminología "extrema" (que no argumento) de venta de los anuncios en prensa.
No es cuestión de dejarse atrás el uso de redes sociales, investigar y por supuesto estar presentes en las mismas, pero aterrizando, porque en mi opinión la burbuja que se está formando tiene proporciones similares a las de los mundos virtuales hace unos años y que ahora poca gente se acuerda de ellos, si bien también opino que facebook, twitter, tuenti etc están aquí para quedarse como herramientas importantes en el marketing online.
Algunos datos que me han sorprendido durante esta semana son:
Según un estudio de 360 i:
El universal search (resultados de Google enriquecidos) representan el 8% de todos los resultados cuando buscamos términos para 1000 marcas, es decir presencia de videos, blogs etc, cuando buscamos por términos de marca es escasa.
Sin embargo para términos sin marca el universal search representa el 57% porciento de los resultados.
Los resultados de redes sociales aparecen solo un 7% en búsquedas orgánicas tanto para términos que usan la marca como términos que no la utilizan.
El 77% de los vídeos de Youtube, Facebook o Twitter que aparecen en los listados en Google para búsquedas de marca no pertenece a dichas marcas.
De esto deduzco que hay mucho interés por parte de consultoras, consultores etc en dar mucho bombo a este tema pero que a la hora de la verdad, no les importa tanto a las empresas.
Asimismo un dado puntual pero significativo fue que hace poco hicieron una encuesta sobre que red social aportaba más tráfico a Toprural: Tuenti, 11870, Facebook o Twitter. La que más trafico envío durante el mes de octubre, el ganador Tuenti con 3459 visitas. Y conozco casos similares.
¿3459? ¿a Toprural que según ponen en la web tiene más de 1 millón de visitas al mes?, ¿eso es una cantidad de tráfico relevante? Creo que no, aunque siempre soy de la opinión de buscar rentabilidad en el tráfico, y que el tráfico por tráfico para quien lo quiera.
Otro dato a tener en cuenta que de las empresas del Fortune 100 más del 76% en setiembre tenían entre 0 y 500 Twiits es decir, les importa poco.
Que sí, que hay casos de éxito con Twitter como el de Dell , o que representa como ya puse en un post sobre Social Media Marketing y Responsabilidad Social , que Twitter representa el 10% del tráfico del New York Times, lo cual debe ser un gran cantidad de visitas que puede ser un boom, pero también debe tomarse con prudencia y calma, porque todo para mi está siendo exagerado de una manera brutal, es solo mi opinión.
No es cuestión de dejarse atrás el uso de redes sociales, investigar y por supuesto estar presentes en las mismas, pero aterrizando, porque en mi opinión la burbuja que se está formando tiene proporciones similares a las de los mundos virtuales hace unos años y que ahora poca gente se acuerda de ellos, si bien también opino que facebook, twitter, tuenti etc están aquí para quedarse como herramientas importantes en el marketing online.
Algunos datos que me han sorprendido durante esta semana son:
Según un estudio de 360 i:
El universal search (resultados de Google enriquecidos) representan el 8% de todos los resultados cuando buscamos términos para 1000 marcas, es decir presencia de videos, blogs etc, cuando buscamos por términos de marca es escasa.
Sin embargo para términos sin marca el universal search representa el 57% porciento de los resultados.
Los resultados de redes sociales aparecen solo un 7% en búsquedas orgánicas tanto para términos que usan la marca como términos que no la utilizan.
El 77% de los vídeos de Youtube, Facebook o Twitter que aparecen en los listados en Google para búsquedas de marca no pertenece a dichas marcas.
De esto deduzco que hay mucho interés por parte de consultoras, consultores etc en dar mucho bombo a este tema pero que a la hora de la verdad, no les importa tanto a las empresas.
Asimismo un dado puntual pero significativo fue que hace poco hicieron una encuesta sobre que red social aportaba más tráfico a Toprural: Tuenti, 11870, Facebook o Twitter. La que más trafico envío durante el mes de octubre, el ganador Tuenti con 3459 visitas. Y conozco casos similares.
¿3459? ¿a Toprural que según ponen en la web tiene más de 1 millón de visitas al mes?, ¿eso es una cantidad de tráfico relevante? Creo que no, aunque siempre soy de la opinión de buscar rentabilidad en el tráfico, y que el tráfico por tráfico para quien lo quiera.
Otro dato a tener en cuenta que de las empresas del Fortune 100 más del 76% en setiembre tenían entre 0 y 500 Twiits es decir, les importa poco.
Que sí, que hay casos de éxito con Twitter como el de Dell , o que representa como ya puse en un post sobre Social Media Marketing y Responsabilidad Social , que Twitter representa el 10% del tráfico del New York Times, lo cual debe ser un gran cantidad de visitas que puede ser un boom, pero también debe tomarse con prudencia y calma, porque todo para mi está siendo exagerado de una manera brutal, es solo mi opinión.
Tomado de marketing-on-line.blogspot.2009
16 jun 2009
Mobile Analytics: Benefits and Challenges
A very interesting article from our friends of MarketingSherpa Inc.
"Mobile marketing is still in its infancy, and if it's ever to grow up, marketers will need metrics. The ability to measure and segment site visitors who are using mobile devices lags far behind the ability to slice and dice visitors using PCs.
"Mobile marketing is still in its infancy, and if it's ever to grow up, marketers will need metrics. The ability to measure and segment site visitors who are using mobile devices lags far behind the ability to slice and dice visitors using PCs.
One of the biggest barriers to getting effective mobile analytics is the mobile carriers--the massive companies that provide mobile phone service. They control much of the information that can be used to identify and track individual mobile Web surfers, and that information is not publicly available.
Below, find out more about mobile Web analytics, whether you need them, the challenges they present, and the value they can provide.
Do you need a WAP site?
Wireless Application Protocol (WAP) is an open standard for bringing the Internet to mobile phones and PDAs. Having a well designed WAP site gives mobile visitors an experience tailored to their device. Without them, mobile visitors are stuck with websites designed for PCs, which can be hard to navigate and use on a phone.
One way to determine if you need a WAP site is to analyze your website's traffic. If a significant portion is coming from mobile users, then you might want to consider building them a better experience.
"If 10% of your traffic is actually people from mobile phones and they're having a terrible experience, then that means that you're wasting 10% of your online usage. Considering how much marketers spend building that traffic and building that brand online, that is a real waste," says Adam Kerr, VP North America, Bango, a mobile analytics provider.
How Can I Measure It?
Website metrics are invaluable. They can point out problems with websites, measure the success of campaigns, and help guide investments in technology and advertising. Mobile website metrics have the potential to be equally valuable, but they work a little differently.
Challenges
> Cookies aren't effective
Web cookies--or tracking cookies--are a way for a visitors' Web browser and an analytics system to communicate. Cookies are often used by marketers to track their site visitors' behavior.
 | How cookies work for PC users Unique visitors receive a cookie when first arriving to a website to have their clicking behavior tracked. When the visitors return to the website, the cookie will identify them as repeat visitors. If a visitor deletes his cookies, he receives a new cookie when returning to the website and is marked as a "unique visitor." |
| Cookies for mobile visitors Cookies do not work as well on mobile browsers as they do for PCs. Some mobile browsers do not support cookies at all. Others will delete cookies when the phone is shut off. This makes cookies less-reliable when tracking mobile site traffic. |
> IP addresses aren't specific
IP addresses can reveal the location of individual PC visitors. The IP addresses of mobile visitors are much more general. The carriers do not reveal IP addresses down to an individual level, but instead release addresses that could represent millions of users.
The Undeletable Cookie
Some mobile analytics companies have avoided using cookies and IP addresses to track mobile browsers. They pool multiple sources of information and build partnerships with mobile carriers to track mobile visitors individually. Mobile analytics provider Bango uses such a strategy, Kerr says.
These systems can provide a much more long-term and accurate view of a visitors' behavior. Marketers using them get a much better picture of who is truly a unique visitor, who is a returning visitor and what their long-term behavior is like. It's like an undeletable tracking cookie.
| Carrier partnerships required It would be very difficult to build a continuous, long-term file of a mobile visitor's behavior without partnering with mobile carriers, says Mike Wehrs, President and CEO, Mobile Marketing Association. "[The information] is not generally accessible and it would take a tremendous amount of technical prowess to figure it out," he says. |
| Touchy legal issue Mobile analytics providers that handle information that could personally identify mobile users could be in uncertain legal territory. "You're now in the realm of personally identifiable information as soon as you start doing that type of stuff. And now you have a whole different level of legislative and regulatory oversight." "As recently as [February], the Federal Trade Commission re-released and further specified how private information needs to be handled. So it's definitely getting the attention of some of the civil groups, and it's gotten the attention of the FTC." (FTC report linked below.) |
Metrics Available
Mobile analytics systems can provide basic metrics such as unique visitor counts, page view counts and conversion rates. Here are two unique metrics that aren't used to track visitors from PCs and are specific to mobile:
| Carrier – visitor can be segmented by which company provides their mobile service. The top four US Mobile Carriers and their approximate number of subscribers, according to CNET News:
Verizon recently overtook AT&T in 2008 by acquiring Alltel, formerly the fifth largest U.S. carrier. | ||||||||||||||
| Device – segmenting by the type of phone Segmenting visitors by their device can provide exceptional insights. Phone capabilities vary greatly, and their pricing and features can provide insights into a customer's lifestyle. This can be useful for targeting offers. Here are the top 10 most-used mobile handsets in the US in Q3 2008, according to Nielsen.
"If you're dealing with lots of users who have high-end handsets, you can design your sites so it has better pages, more video content, it's got more music content, if that's appropriate. Whereas if you have lots of users who have basic hands sets then you'll probably want to keep the site relatively simple and low on graphics so they can load the site quickly on their cell phone," Kerr says. | |||||||||||||||||||||||||||||||||||||||||||||||||||||||||
17 feb 2009
Nielsen: 82% React Positively To Contextual In-Game Ads
Up to 82% of consumers feel games are just as enjoyable with integrated dynamic game ads as without, according to a research study conducted by Nelsen BASES and Nelsen Games on behalf of in-game advertising network IGA Worldwide. The study, “Consumers' Experience with In-Game Content & Brand Impact of In-Game Advertising Study,” found that in-game ads produce “a measured lift” in overall consumer awareness and opinion of the products advertised.
Surveying over 1,300 PC gaming participants with software embedded in sample game discs, Nielsen tested multiple variables with multiple brands across multiple games. The advertised brands included Taco Bell, Jeep, and Wrigley, and the games were provided by Electronic Arts and Activision. The firm believes that its research shows IGA’s in-game ads generate significant advertising value across key ad metrics.
The study also found that in-game ads provided an average 44% increase in post-game aided recall for brands and a 33% increase in positive brand association. Of the consumers who felt strongly about in-game ads, both positive and negative, over 70% felt more favorable toward the advertised brands. In addition, over 60% of the most opinionated consumers felt that the ads caught their attention, made the games more realistic, did not interrupt their experience, and promoted relevant products.
Said IGA Worldwide CEO Justin Townsend: “With young adults now spending on average 6 hours a week gaming, advertisers should be excited at how well their messages were embraced and the brands positively perceived. The consumer insights we've gleaned from this data will help drive the industry's first research-based in-game advertising measurement standards as well as strengthen IGA's position as an effective in-game ad network brands can trust to efficiently deliver their message to target audiences.”
Activision senior director Dave Anderson added: “This study offers proof that dynamic in-game advertising is an influential digital ad medium. Just as important to us is how users react to the ads. From the research it is clear that the overwhelming majority of consumers enjoyed the gaming experience just as much, if not more, with dynamic ads present. As game publishers, it is reassuring to know advertisers and consumers both stand to benefit from dynamic ads.”
Surveying over 1,300 PC gaming participants with software embedded in sample game discs, Nielsen tested multiple variables with multiple brands across multiple games. The advertised brands included Taco Bell, Jeep, and Wrigley, and the games were provided by Electronic Arts and Activision. The firm believes that its research shows IGA’s in-game ads generate significant advertising value across key ad metrics.
The study also found that in-game ads provided an average 44% increase in post-game aided recall for brands and a 33% increase in positive brand association. Of the consumers who felt strongly about in-game ads, both positive and negative, over 70% felt more favorable toward the advertised brands. In addition, over 60% of the most opinionated consumers felt that the ads caught their attention, made the games more realistic, did not interrupt their experience, and promoted relevant products.
Said IGA Worldwide CEO Justin Townsend: “With young adults now spending on average 6 hours a week gaming, advertisers should be excited at how well their messages were embraced and the brands positively perceived. The consumer insights we've gleaned from this data will help drive the industry's first research-based in-game advertising measurement standards as well as strengthen IGA's position as an effective in-game ad network brands can trust to efficiently deliver their message to target audiences.”
Activision senior director Dave Anderson added: “This study offers proof that dynamic in-game advertising is an influential digital ad medium. Just as important to us is how users react to the ads. From the research it is clear that the overwhelming majority of consumers enjoyed the gaming experience just as much, if not more, with dynamic ads present. As game publishers, it is reassuring to know advertisers and consumers both stand to benefit from dynamic ads.”
More info:
http://www.gamasutra.com/php-bin/news_index.php?story=19053
http://www.gamasutra.com
26 sept 2007
Qué hacemos? / What we do?
ID Group Media is a company specialised in develop, create and commercialise interactive solutions and contents to e-communities. We are pioneers in the advertising and commercial communications in the Latin American market.Our MISION is to connect clients with customers in a physical and emotional way, with a passionate marketing, outstand design capabilities and high ethics standard.
Bienvenido / Welcome
¡Entraste!, -te felicito-:
Este es un espacio de discusión y aprendizaje
sobre Mercadeo de Emociones, Mercadeo interactivo,
y de medios BTL. Encontrarás material
de estudio e investigación sobre temas de aplicación
comercial y temas de relevancia investigativa.
También, habrá espacio para compartir
material académico y cultural y, porqué no, de
entretenimiento de varias disciplinas como
Publicidad, Mercadeo de Entretenimiento,
investigación cualitativa y gerencia de mercadeo,
entre otros. Espero que te sea muy útil!
Suscribirse a:
Entradas (Atom)