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Luxury brand marketing: The seamless consumer journey
Eve Samuel-Camps and Mayuko Haldan-Jones, Admap, November 2013, pp. 27-29
This article discusses the importance of integrating digital strategies into luxury brand marketing, allowing for more creative brand story-telling.
This article discusses the importance of integrating digital strategies into luxury brand marketing, allowing for more creative brand story-telling. Such brands have traditionally used high quality print ads and many have translated these into digital formats successfully. Digital strategies are vital for luxury brands as their target groups are higher-than-average users of digital media. Online video has become particularly popular with luxury brands as a way of expressing their stories and identities. This development reflects the desire of consumers to seek understanding of brands in order to select ones which express their values. Luxury brands are well placed to use their rich histories to create credible online content.
United 4th: Teaching an old dog new tricks
Will Novosedlik, ANA Magazine, Autumn 2013
This article looks at how outdoor advertising is experiencing a new relevance in the US, as highlighted by a campaign by Clear Channel, the outdoor advertiser.
This article looks at how outdoor advertising is experiencing a new relevance in the US, as highlighted by a campaign by Clear Channel, the outdoor advertiser. Despite projections that ad spend on outdoor is declining, it is argued that the medium is unique and enduring and provides connections wherever people go, even nationwide. Clear Channel demonstrated this by breaking up the American national anthem and putting separate phrases on billboards across the country for Independence Day. A film of the project took the approach of a roadtrip through America and was distributed online and advertised through radio. People engaged with the video and contributed their own footage, which was subsequently posted to billboards across the country.
Creating a seamless experience for consumers: Media matters at ad:tech London 2013
Joseph Clift, Event Reports, ad:tech London, September 2013
This event report addresses why brands need to offer a seamless experience for consumers and remove “friction” from their day-to-day lives.
This event report addresses why brands need to offer a seamless experience for consumers and remove “friction” from their day-to-day lives. Companies like Ford Retail and Channel 4 have seen members of their respective target audiences take an increasingly cross-channel approach, serving as an indication that consumers do not think in terms of specific media, but instead of the goals they wish to achieve. In response, agencies including Starcom MediaVest and AKQA are also adapting their strategic focus, and so helping their clients meet the changing needs of customers.
New ways to drive consumer participation: McDonalds, Evian, LEGO and Boots at ad:tech London
Joseph Clift, Event Reports, ad:tech London, September 2013
This event reports discusses how four brands have successfully tapped consumer participation to fuel their marketing efforts.
This event reports discusses how four brands have successfully tapped consumer participation to fuel their marketing efforts. McDonald’s demonstrates one such approach, having based a mass-media campaign during the 2012 Olympic Games on user-generated content. Evian, by contrast, sought to spread an online meme based around a new dance – the “Wimbledon Wiggle” – to activate its sponsorship of the tennis tournament. On its part, LEGO has leveraged the huge amount of material uploaded by its fans to the web in its social media marketing efforts. And Boots breathed new life into the sponsored radio show by partnering with the Mumsnet digital platform to reach out to the female audience. What unites these brands is that they all yielded major benefits by taking a consumer-centric approach.
Planning for digital media
Merry Baskin, Warc Best Practice, September 2013, pp. 44-45
Focussing on the UK this article discusses digital media planning and gives tips for developing a successful digital campaign.
Focussing on the UK this article discusses digital media planning and gives tips for developing a successful digital campaign. The article argues that understanding how the campaign is intended to drive sales, what the campaign objectives are, and having reliable ways of measuring success are important. It is also key that clients understand how digital activity relates to the wider campaign. The article cautions that using digital media requires the ability to respond quickly to unexpected consumer behaviour, and to confront any negativity towards the brand.
Keeping an eye on the future: Acuvue's digital journey in Australia
Low Lai Chow, Event Reports, ad:tech Singapore, June 2013
This event report addresses how Acuvue, Johnson & Johnson's contact lens brand, has updated its digital strategy in Australia over several years to stay ahead of the curve.
This event report addresses how Acuvue, Johnson & Johnson's contact lens brand, has updated its digital strategy in Australia over several years to stay ahead of the curve. Its successes have including becoming an early adopter of Facebook and iPhone apps, as well as developing clear metrics to track engagement and offer a leading indicator of potential demand. Securing the support of in-house customer service and sales teams, as well as retail channel partners, has also been essential in translating this digital success into physical sales.
Achieving Reach in a Multi-Media Environment: How a Marketer's First Step Provides the Direction for the Second
Jenni Romaniuk, Virginia Beal, and Mark Uncles, Journal of Advertising Research, Vol. 53, No. 2, 2013, pp. 221-230
Do the audiences reached by different media touchpoints match category user profiles? Does a second media touchpoint help reach a new audience? To provide answers, the current study analyzed 16 touchpoints across 23 data sets.
Do the audiences reached by different media touchpoints match category user profiles? Does a second media touchpoint help reach a new audience? To provide answers, the current study analyzed 16 touchpoints across 23 data sets. Audiences reached by television, gift-packs, in-store displays, and outdoor advertisements closely matched category user profiles. Most other media skewed to heavy category users. Positive word of mouth and social media also skewed to heavy brand users. This knowledge can help advertisers select media to reach certain types of buyers. Analysis of media pairs also revealed that second touchpoints tended to add more duplicate than new audience. Therefore, media should be added only after exhausting the capacity of the first media to achieve cost-efficient reach.
Is the Multi-Platform Whole More Powerful Than Its Separate Parts? Measuring the Sales Effects of Cross-Media Advertising
Jennifer Taylor, Rachel Kennedy, Colin McDonald, Laurent Larguinat, Yassine El Ouarzazi, and Nassim Haddad, Journal of Advertising Research, Vol. 53, No. 2, 2013, pp. 200-211
Cross-media campaigns are becoming a norm, yet there is a lack of knowledge on how they impact sales.
Cross-media campaigns are becoming a norm, yet there is a lack of knowledge on how they impact sales. This paper documents the sales response to cross-media campaigns and finds that, when online advertising is added to a television campaign, the extra reach achieved is primarily duplicated. Regularly a single television exposure stimulates sales among those exposed, with online advertising demonstrating a similar yet less consistent response. We do not find evidence of a synergy in sales impact, where the sum effect of exposure to both television and online is greater than the parts. We highlight challenges with such single-source research.
What Works Best When Combining Television Sets, PCs, Tablets, or Mobile Phones? How Synergies Across Devices Result From Cross-Device Effects and Cross-Format Synergies
Duane Varan, Jamie Murphy, Charles F. Hofacker, Jennifer A. Robinson, Robert F. Potter, and Steven Bellman, Journal of Advertising Research, Vol. 53, No. 2, 2013, pp. 212-220
Advertising research often confounds device effects (e.g., television sets, radios, and personal computers) with communication format effects (e.g., respectively, video, audio, and Web sites).
Advertising research often confounds device effects (e.g., television sets, radios, and personal computers) with communication format effects (e.g., respectively, video, audio, and Web sites). Across four experiments, this study documents empirical patterns of cross-device effects among television sets, PCs, iPods, and mobile phones. In three experiments, the format was identical across devices, and the device made no difference to advertising effectiveness. The fourth experiment—with different formats and devices—showed sequential synergy effects. Synergy can strengthen or weaken advertising campaigns that combine multiple communication devices. The combined results of four experiments suggest possible cross-format synergies but not cross-device synergies.
Unilever, Nestlé and G14 Mediabrands: Brand and agency insights from IAB Interact 2013
Joseph Clift, Event Reports, IAB Interact, May 2013
A report from IAB Interact 2013, focussing on client and agency presentations that highlight contemporary trends and themes for the European online advertising market.
A report from IAB Interact 2013, focussing on client and agency presentations that highlight contemporary trends and themes for the European online advertising market. The main points are: that big brand owners are embracing differing digital strategies, with Unilever embracing mobile and word-of-mouth as Nestlé focuses on internal engagement; that privacy concerns remain paramount – although consumers may be more savvy about sharing their personal data than is commonly assumed; and that real-time buying is a major coming trend, but its potential to depress or increase ad rates remains undetermined.
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Integrating digital with other media
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Digital advertising and media research
Digital and internet trends
Digital and online radio
Digital consumer targeting
Digital media measurement
Digital media planning and buying
Digital outdoor and out-of-home
Email, permission marketing
Online and digital newspapers
Search marketing and SEO
Viral campaigns, word of mouth
Web analytics, traffic
Web content, navigation and design
Web display ads and rich media
Email and online direct marketing
Effectiveness in media
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