Is consumer trust online misplaced? Can brands do anything to change this?
We've all done it. In our decision making process to purchase something of fairly high value such as a holiday or fancy gadget; or when we think about a purchase that requires a long term commitment such as a mobile contract or gym membership; we ask trusted friends for their opinions and experiences.
It's human nature. We're doing our best to eliminate any risk, whether this be associated with cost or contract catches, anything really. We're after value for money and want to hear about any experiences, warts 'n' all. Based upon the information we gather from these trusted sources, we make what we feel is the best decision for ourselves.
3 basic ingredients for an online social community to exist and thrive
It's still happening! Brands are doing their best to manufacture social communities using the social web with varying degrees of success. The majority of 'forced' online communities would appear to be made up of family, friends and those willing to give support...but not really going anywhere.
How many such company-originated Facebook groups have you seen that are genuinely thriving and active? Most don't really go anywhere, but on the rare occasion some really do take off.
I've tried to analyse why and I think there may be a need to go back to basics; your feedback is most welcome on these thoughts.
Can Microsoft change the economics of click fraud in court?
The company is suing three individuals for $750,000, which may seem like a small sum compared to the $13.7 million in revenue that the software giant brought in last year, but Microsoft hopes that putting a price tag on click fraud will change its economics and curb the practice.
The beginning, middle and end of brand storytelling
Storytelling is being hailed as the new big idea, but it's not that new. What makes a good story in this viral, user-generated, post advertising world has always made a good story.
From papyrus to pulpit to plasma screen, the attributes of a ripping yarn have remained the same: credibility, digestibility, and most importantly, emotional resonance.
Magazines may be flailing, but the brands will play on
Magazines may not be able to sell subscriptions in this terrible economic
climate, but that doesn't mean that their brands and expertise should
go to waste. Publishers are hoping to get a little pocket change as
well as brand extension out of the iPhone's lucrative app store. Last week, People.com launched an iPhone app for $1.99 and other publishers are announcing plans to follow suit shortly.
Hachette Filipacchi, which owns titles Elle and Car and Driver, plans to launch iPhone shopping and auto apps later this year. Meredith Corp., which owns Better Homes and Gardens and Family Circle, plans to launch mobile apps in areas related to their titles this year as well. And Conde Nast, which has already entered the space with apps from Epicurious and Style.com, plans to start charging for new and premium content.
Can iPhone apps lift your brand value through association?
Brands can get a generous lift when affiliated with high quality products such as the iPhone. But what about the applications in the App Store? Let's look at why Apple should build a sustainable eco-system for technology-based mobile applications, which is the key to product quality and research into the potential of mobile applications that brand marketers can harness.
Reaching out to the blogosphere can pay dividends
Ford has shipped out a few of its new Lincoln MKS sedans to bloggers, along with a brand new Flip video camera. And the preliminary results are in. Today on her lifestyle and self improvement site DishyMix, Susan Bratton posted Lincoln MKS's "First Video Review," and if her daughter's reaction is any hint, it is a hit.
It's unclear how far this effort will spread around the blogosphere, but it is a smart effort on Ford's part. They're obviously hoping the reviews will be positive, but by sending out Flip cameras with the vehicles, Ford has attached its brand (that it hopes to position as a technological marvel) to a fun little gadget that has great brand recognition and usability. Obviously the automanufacturer is hoping its car will inspire similar reactions.
If you're going to robocall, be prepared to get Rick Rolled
Telemarketer based frustration used to be a personal grievance, but with the number of technologies at the finger tips of consumers today, marketers have to be wary of the tactics they use to reach out to customers. Case in point: Auto One Warranty Specialists Inc.
The company hired a third-party marketing firm to call consumers who opted in to receiving solicitations. They were informed their car warranty was about to expire. But many of the recipients hadn't opted in. And many of them don't even own cars.
Mobile site review: Auto Windscreens
In what seems like an effective use of mobile internet, Auto Windscreens recently released a new mobile site which is optimised for iPhones and Blackberries.
The mobile site allows drivers to find the nearest fitting centre to them and make a booking before that crack gets any bigger. I've been trying the site out to see how well it works.
Will media agencies sound the death knoll for pure play PRs?
It has been interesting to watch the varied reactions following Volvo’s decision to appoint Mindshare to manage their SEO, digital PR and social media (PR Week May 8). SEO drives the effectiveness of digital PR and vice versa – irrespective of whether this is championed by PR agencies or traditional media agencies.
Social media: the best and worst of 2009
Email marketing: six steps to improving customer engagement in 2010
Web 2.0
Graham Charlton
Strategy & Planning
