Category Archives: Web

Stars, Cars and Coffee

Sounds like a match made in heaven for product integration and a TV show but the latest project from comedian extraordinaire Jerry Seinfeld may be a venture where Seinfeld wants to keep creative control and forgo the big money that comes with TV deals and advertising. The star and Crackle are not saying much about the web series that launches on July 19 on the Sonny digital distribution property. I read a couple of articles on the subject and perhaps the best coverage is on this post from Variety.

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The web is shrinking

Facebook’s Unbelievable Effect On The Rest Of The Web.

from Business Insider

Facebook is quietly eating up all the time we spend on the web at the expense of all other static non-Facebook sites, according to an analysis by Ben Elowitz CEO and founder of Wetpaint, a digital media startup.  If you exclude online video, and mobile web consumption, Elowitz says, “the web is shrinking.” He says the rest of the web is quickly becoming “irrelevant,” and argues that in the future companies will need to spend less time on SEO, and more time on optimizing for Facebook. It’s an interesting outlook, and worth a read here. Read the whole story http://read.bi/lp2UVo


Electronic Social Etiquette

Influences Communication Success.

Report on the use of E-mail and social media across different demographic groups.
PDF here: http://bit.ly/fikIM8


Facebook Poaches Google’s Top Executive

To develop Latin America
http://nyti.ms/fcNN2f


Google’s reins back to founder

From New York Times

SAN FRANCISCO — Google made the biggest management shake-up in a decade on Thursday, handing the reins of the company to one of its co-founders in an effort to rediscover its start-up roots.

Eric Schmidt, right, and Larry Page, in July.

As it has grown into the dominant company in Silicon Valley, Google has lost some of its entrepreneurial culture and become a slower-moving bureaucracy, analysts and insiders say, in contrast to FacebookTwitter and other younger, more agile competitors. Read more: http://nyti.ms/g6ZvHl


Global Advertising: Consumers Trust Real Friends and Virtual Strangers the Most | Nielsen Wire

90% of people around the world trust recommendations from someone they know and 70% refer to online posts! Read the entire article from Nielsen.

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CMOs Say Budgets Cut By 20% Or More: Forrester

CMOs Say Budgets Cut By 20% Or More: Forrester

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The Power of Women & Hispanic Moms

I was at the last day of the LATV festival today and one of the items that caught my attention was a comment by a presenter on the fast growth of women as players of casual online games.

This reminded me of a person that I met online via a social network. It started in one platform and soon found her on another platform and in no time, we crossed paths at an event. She is a mother, a wife, a business women and a brand evangelist. Look her up: Jessica Gottlieb.

Yesterday, another friend, Cynthia Nelson, published a related article and here it is.

How To Build Mom Brand Evangelists

by Cynthia Nelson, Yesterday, 12:30 PM

It’s no big news that moms are word-of-mouth mavens. From the beginning of time, women have been the communicators and the central point of all things home and family.Luckily for advertisers, women have many facets (think diamond) that influence her ability to be a sparkling evangelist for a particular brand, product or service. The role of wife, mother, sister, aunt, chef, chauffeur, maid, teacher, referee, family CFO, PTA volunteer, and nurse all play a part in the products that she engages with at a particular life stage and how the success or failure is communicated to her peers.

Read the entire article


The Glass is Half Full

Great article that I would like to share with you on opportunities that you can capitalize with a strategy that recognizes the reality of the market.

Source: MediaPost Publications.

Market Focus: Band of Hermanos

by Liz Tascio, Monday, June 1, 2009, 12:00 AM

There is a hope for the ailing media economy

Amid the general downturn of everything, here’s some good news: Hispanics rocketed ticket sales of Fast and Furious so high on its opening weekend that Variety took note. Hispanics were 46 percent of the audience, Variety reported, for a domestic opening of $72.5 million, second only to The Dark Knight. The editor of the Spanish-language daily El Diario La Prensa was swept up in incredulous media interviews because the paper’s circulation actually grew during two of the past three years. And Univision says it’s seeing double-digit sales growth for marketers who advertise to Hispanics.

Read the whole article


Recession Reflections

Last night they were shooting a commercial at my next door neighbor’s house. The actual production for a 30 seconds spot took a few hours. The preparation probably took months. When I asked who the client was, I was told that it was Wal Mart. I was surprised by the fact that the low price leader was shooting the spot in a neighborhood that is considered upper middle class. The house itself is valued at over one million dollars and does not qualify as the house of a Wal Mart shopper. As a matter of fact my neighbor does not shop at Wal Mart. As I thought about what was happening next door, I remembered the true purpose of advertising: to create an emotional connection with the consumer that drives sales.

Regardless of what media we use to convey the message, we need to work with strategic and creative folks dreaming up ad formats or spots that create a memorable experience and drive consumer action. Google has its search algorithm that basically increases options for the buyer and s/he will eventually make a choice and purchase a product or service. Marketers and agencies need to develop strategies and campaigns that place their clients at the top of brand awareness as well as online searches. It is at this stage when that emotional connection plays a key role. Brand awareness and brand marketing are important, but only in their direct correlation to intent and purchase. At the end of the day the only metric in marketing that really matters is revenue and agencies that generate revenue for their clients will keep happy clients.

Media buyers and planners need to understand the new rules of play. Ratings still count and provide you critical mass. However, old media is transitioning to new media and new media is about two way communication and engagement. Planners and buyers, please understand the relationship between media and their audience, how media affects, if it does at all, the behaviors and patterns of audiences. Understand how exposure to advertising on different media can affect the business your clients are running.

Recent metrics indicate that the average user spends 32.7 hours each week on the Internet, and only 16.4 hours watching TV. (IDC). Consumption of newspapers and magazines have declined dramatically and in part that is due to the increased use of internet. TV still commands the lion share of media budgets but online has seen double digit growth in the last 5 years. In countries like England, online budgets already surpassed TV buys and the US is not far behind. A recent study by IBM reports that online video is cannibalizing TV viewership and that corroborates that statement.

The Web has also increased options for measuring and therefore accountability for agencies recommendations. Digital media can almost always be used to measure some element of response and this makes all marketing either direct or indirect marketing. Direct marketers embraced the medium early on because it is the best platform for getting consumers from awareness to transaction the world has ever seen, yet few advertisers leverage the Web as a transaction platform. Marketers are still learning how to integrate branding and transactional ads. Most are just moving TV ads to the new medium and failing to take full advantage of the engagement capabilities of the Web. Just look at the fact that 90% of online ad dollars are invested in two media that fail to drive memorable engagement: banners and text ads. Keep in mind that ROI is what every client measures at the end of the year.


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