Social media is changing marketing. Or so we're told. But are marketers really just fooling themselves?
In an insightful AdAge piece, strategist Jonathan Salem Baskin argues that when it comes to marketing and social media, there's nothing new under the sun.
Google loves brands. Google's Vince update was referred to by many as
'the brand update' because major brands seemed to benefit most from it.
That Google would seek ways to incorporate 'brand equity' into its
algorithm is not entirely surprising. After all, in many cases, there's
an argument to be made that the websites of recognized brands are more
likely to offer Google's users what they're searching for when it comes
to particular queries.
Ask a brand marketer about word-of-mouth marketing and chances are he
or she will talk to you about the internet. After all, with the advent
of social media, consumers are most likely going to talk to their
friends, family members and associates about your brand online, right?
According to a study by Keller Fay Group, the answer is 'no'. As it turns out, the vast majority of word-of-mouth still apparently takes place offline.
Google generates billions of dollars in revenue every quarter, and big
brands are known to be some of the most prolific spenders.
But just how much are specific brands spending? That's not information
that Google has publicly disclosed before, but AdAge claims to have
obtained a document detailing just how much major brands spent in June.
MySpace may not have as many users as Facebook, but the company is trying to reposition itself (again) as a place where brands can find traction online.
The trouble is, brands usually follow users. Can MySpace flip that equation on its head and use great brand partnerships to attract users?
MySpace executives hope so.
I love to see brands generating innovative, engaging and creative advertising online. Yet, I’m always surprised at how little effort companies put into Facebook from a creative perspective, especially given the noise they make about using the platform and the levels of engagement often put in.
Arguably, Facebook does have a static format that needs changing, but it’s not that difficult – or expensive – to come up with some great landing page manipulation through Facebook Markup Language (FBML)... And some brands are taking advantage of this, to great effect.
Here are a few examples from our How to Create Amazing Facebook Pages guide...
Social media advertising may still be seen as chump change by some, but brand advertisers like what they see on Facebook. And according to the company's Chief Operating Officer Sheryl Sandberg, many large brand advertisers have increased their ad spend on the social network by 20 times or more.
If Facebook can retain — and even grow — its userbase over the next few years, the site may soon be stealing large brand contracts from larger digital publishers.
Chris Gorell Barnes is CEO of Adjust Your Set, an online video agency which provides branded content channels for companies such as Thomas Pink, M&S, Sotheby’s and Royal Opera House.
Chris will be speaking at Econsultancy's Future of Digital Marketing 2010 event about his vision for the future of video on the web. The event takes place on June 16, there are still some places available.
I've been talking to Chris about how the use of online video can benefit brands...
Exciting things are happening in the whizz-bang new world of augmented reality, which will surely hit the mainstream before too long.
Many of the world's top brands have experimented with AR recently, and while some of the first wave of apps are more gimmicky than useful, others certainly shine a light on what we can expect from this space in the months and years to come.
So, for your viewing pleasure, here are 10 augmented reality videos. I cheated on the headline as all of these are brand-led apart from the last one, which is a fantastic billboard ad that uses AR, and which once again proves that the Dutch know a thing or two about AR and mobile.
response well and truly in the bag,
surely SEM for brand is the next big win for Google. Here’s
a shift in thinking to help brands up the
SEM as a
direct response tool gained instant appeal, spend sky rocketed and found
equilibrium where CPA is equitable. Search
marketing for brand surely is the next big win for Google, but no one
seems to be making a good case