Charitable giving is getting a boost from mobile marketing, as nonprofit organizations and brands trying to raise money are utilizing the platform's immediacy and direct response.
Television networks are now using social media and their websites to create rewards programs for viewers. NBC, ABC Family and USA Network have launched such programs since May.
Discovery Communications is one company planning a social game for later this year to promote the Discovery Channel's Deadliest Catch show.
Marketers are increasingly using web-based sweepstakes and contests in their integrated marketing campaigns, bringing a classic direct marketing tactic to consumers via the Internet.
Direct marketers and e-commerce merchants taking the iPad for a test drive are still feeling out the popular mobile product's marketing capabilities.
Marketers are incorporating Zynga's Facebook games, including FarmVille, YoVille and Mafia Wars, into campaigns that link product purchases to in-game redemptions.
To reach consumers where they are — literally — marketers are adding location-based technologies to their loyalty and couponing programs.
Major brand marketers, such as Coca-Cola and Walmart, are giving consumers some control over their corporate giving campaigns through the use of social media.
Marketers are finding new ways to employ user-generated content, especially video and photos, in their campaigns.
A diverse range of marketers, including Calvin Klein and Valpak, have recently used augmented reality ads to add interactive digital elements to their campaigns.
As more companies use Facebook as a marketing platform, they are demanding measurement tools to gauge consumer interaction on the site.
With more consumers viewing online video, advertising in the channel is also gaining traction as marketers, publishers and agencies establish standards for it.
Last year, Skittles got an aftertaste it didn't expect from a social media experiment. Critics pounced after Skittles launched a stream of social media comments about the brand on its site. The brand found itself hosting many negative — and less-than-tasteful — opinions about its product.
Marketers continue to dedicate greater portions of the marketing budget to social networking and Web-based channels, at the expense of traditional media.
Since 2007, brands have created Facebook fan pages that users can join or check regularly. However, the social network has given marketers more opportunities for increased engagement in the past year.
When Bigelow Tea wanted to attract more visitors to its Web site and better engage them, it launched the Tea Talk blog and corresponding social network presence on MySpace, Facebook and Twitter. The social media presence especially came in handy last year, when a subset of customers was outraged at the discontinuation of the Fruit and Almond Tea, and Bigelow — the person — answered.
Despite plateauing this year, Web banner ads remain a major source of advertising revenue for marketers. However, their creators are working to improve their effectiveness and interactivity with consumers.
Twitter will play a larger role in retailers' marketing plans this year than in the past, and not only because the social site is much more prominent than it was last year.
For NBC Universal, the explosion of online video has opened up creative opportunities to promote its on-air lineup.
For Sherwin-Williams, introducing an iPhone app was a natural extension of its online and in-store efforts.
Social network membership is growing among Americans, according to a recent Forrester Research study. The most rapid growth has occurred among consumers 35 and older; however, all ages and demographics use social networking sites regularly.
Business-to-business marketer Janus Capital Group launched a Web site last month as part of a digital strategy to reach customers and prospects one-to-one.
In a crowded online retail market, Web analytics have become essential. But visitor counts alone aren't cutting it anymore for e-commerce firms looking to provide ultra-personalized shopping experiences.
More brands are looking to add the mobile channel to build relationships and be a part of the CRM mix.
E-books still represent a small percentage of overall online book sales. But this could soon change, thanks to several recent and upcoming developments in this category. In a new report, How Big Is the Reader Opportunity, Forrester Research forecasts that the US market for e-readers will rise from 1 million to 2 million users in 2009.
On May 26, Nokia launched its Ovi Store, an online software and content repository, to an estimated 50 million Nokia device owners worldwide.
Following Apple's announcement of 1 billion iPhone app downloads in just nine months, Compete released its quarterly Smartphone Intelligence report, indicating 28% of smartphone users have spent $5 to $50 on a mobile application. These early signs of ancillary revenue have marketers asking what it takes to build a successful mobile application — and what the price is.
Analytics can play a key role in optimizing any campaign, and for brands Channel 4 and HowStuffWorks, tying analytics to their ad network buys is a new way that both publishers are optimizing their display ad campaigns. Earlier this month, data services firm Omniture and ad network 24/7 Real Media formed a strategic partnership with these and other publishers to track visitor site behavior and tie this information into their display ads.
With last week's announcement that Owen Van Natta, a Facebook alum, would replace Chris DeWolfe as CEO of MySpace, the social networking giant still finds itself quickly losing more friends to Facebook.
Over the past decade, self-publishing platforms, such as blogs and YouTube, have made it significantly easier for a marketing manager to both craft the message and press "send."
Database company D&B is launching a new media property it says will allow marketers to reach consumers searching for businesses, business services and products when they are looking to buy. With the newly created unit, D&B Digital, marketers can reach business decision-makers as they are looking to purchase a product or service, said Mark Walters, VP of D&B Digital.
As Google's YouTube and AOL and Yahoo videos gain popularity, brands are looking for ways to monetize online video. "Advertisers who used to get a lot of reach by buying spots on prime time TV are finding that they are reaching less of an audience, so they are looking for new opportunities, especially with younger audiences," said Usha Srinivasan, VP of product marketing at Vobile, which helps advertisers identify user-generated content to ensure that ads are safe against the content.
If you thought the days of sponsor mentions were in the past, guess again. Advertisers, such as Warner Brothers and Janome, have found that custom content integration with Next New Networks can successfully reach targeted communities online.
As social media marketing remains in its nascent phase, many brands have been trying to figure out the best way to engage consumers in this ever-popular medium. Skittles, the fruity-flavored bite size candy produced by Mars Snackfood, last week decided to throw itself fully into, and at the mercy of, social media when it launched a revamped Web site.
As the Web gets more social, online property rental companies are optimizing their listings with social components.
What happens when semantic and behavioral technologies are introduced to display advertising? The medium can achieve the relevance and performance of search engine marketing. That's the opinion of Paul Knegten, head of marketing for Dapper.
When television broadcasts switch from analog to digital, untold new opportunities for digital and mobile marketing will be available, because the Federal Communications Commission voted to make the unused TV spectrum, commonly referred to as "white spaces," available to the public.
This winter, some marketers are getting a rare glimpse at a growth market: The US-based online Latino population. According to the Pew Hispanic Center, most regions of the US are experiencing a growth in Latino population, a population that Global Insight's Hispanic Market Monitor says has a disposable income that is growing 8% per year.
With this year's weak economy, the holiday season has become more important than ever to retailers, who earn most of their profits in the fourth quarter. To maximize the customer experience in a year when customers have less money to spend and more retailers are competing for attention, some retailers are finding that optimizing their digital experiences is a way to catch a customer's eye.
With the holidays quickly approaching, it's no surprise that retailers in the online space are using e-mail marketing to reach the ever-increasingly digital consumer. "Holidays present a dangerous time for e-mail marketers, because consumers' inboxes are just inundated with marketers hoping against good sense that more mail means more orders," said Michael Dickerson, GM and SVP of e-marketing solutions for Premiere Global Services.
As mobile marketing meanders through its early stages, experts say that businesses should learn to take advantage of the unique platform it offers, rather than transposing marketing methods from other channels onto it.
Despite what some believe, television content is anything but dead. Earlier this year, Nielsen reported that even in today's digitized world, the average American consumer watches more linear television per week than ever. What is up for debate, however, is the future of linear television advertising.
With the holiday season approaching, consumers are flocking to retail locations — and now, more than ever, online — to find gifts. This time of year is especially important for search marketers looking to connect online shoppers to their clients. "We know people are doing more and more shopping online," said Alex Porter, VP of Internet marketing firm Location3 Media.
Late last month, the long-awaited Google Android G1 phone went on sale. T-Mobile is selling the phones, and Motorola is running the Google software on its devices — it also has plans for its own social networking phone.
In a slow economy, marketing and advertising budgets are often among the first to be "restructured" or "scaled down" by companies. However, marketers should view these times as a strategic opportunity to reach consumers in new and alternative methods, specifically mobile SMS marketing, said Mike Romano, VP of SmartReply, a voice and mobile marketing services provider.
Although still in its infancy, machinima — animated films created by using a number of different game or virtual world engines — is rapidly emerging as a surprisingly effective new tool for marketers.
People are spending more time on social networks, blogs and the so-called long tail of the Web, so more advertisers are turning to widgets because of their interactive and viral qualities.
Operating an e-commerce store is not just about having products for sale on a Web site. Savvy online retailers are finding that using data to create targeted campaigns can personalize the shopping experience and increase sales.
While some economists fear that the US economy borders on recession, especially in the wake of the Federal Reserve's bailout of AIG last week, there is little doubt that the marketing and media industry is already suffering.
The launch date is near for HTC's Dream, the first handset running Google's new Android mobile operating system — which could mean the first serious competition to Apple's iPhone.
Company of the week
R2C creates, produces, distributes and measures messages that inspire and compel consumers to do something with a brand to drive commercial advantage. The full-service advertising agency specializes in creative, production, media, analytics and performance.
What's in our mailbox this month: fitness postcards from Retro Fitness, American Woman Fitness Centers, Union's United Taekwondo Academy, and Bally Total Fitness. (We're totally pumped.)
Social data can improve a brand's bottom line and customer relationships. Just ask brands Infiniti and Diamond Nexus.
Here are three must-have data sets that every marketer should include in his or her email strategy.