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It’s a question marketers have been dealing with for decades: how do you handle a celebrity spokesperson who just won’t behave? Solving the issue may not be any more difficult than it was years ago, but the occurrences may be more common. With a general trend toward decreasing privacy in society, there are simply more [...]
Remember when soccer mom was the most important political demographic in America? Things have changed, but only slightly: the new hot category for marketers is the blogger mom. And why wouldn’t blogger moms be important? According to research done by eMarketer and cited in Pradnya Joshi’s The New York Times article, “Harnessing the Power of [...]
As you may have heard, Conan O’Brien has been in the news once or twice in the last two years. He’s gone from host of Late Night to host of The Tonight Show to unemployed to host of Conan, his new show on TBS. The first three of those steps could hardly have been predicted, [...]
2010 was a big year for social media. Facebook further solidified its control of the internet and–thanks to Aaron Sorkin, Justin Timberlake, and Jesse Eisenberg–became the subject of the most important business movie to come out of Hollywood since Citizen Kane. Twitter now counts more than 190 million users who tweet upwards of 65 million [...]
OK, so you’ve accomplished the Herculean task of building a committed Twitter following for your business, using the micro-blogging service in a variety of interesting and innovative ways to achieve real results. You’re using Twitter as customer service, as a method for offering discounts and deals, and, maybe most important, as a medium for helpful [...]
By now you’ve probably seen Twitter’s first efforts at advertising. Toy Story 3 has spent the last couple of weeks as a Promoted Trend, hanging out on the right side of Twitter’s web interface along with the other most popular topics circulating on Twitter. Additionally, certain keyword searches will bring along sponsored tweets. While these [...]
As so often happens, once the online community identifies a gap in knowledge and strategy it doesn’t take very long at all until the market becomes saturated with information covering the topic. Consider, for instance, Twitter. It wasn’t all that long ago that debates raged regarding the long-term viability of Twitter. And now, not only [...]
You can’t claim that JetBlue isn’t willing to try new things. We spoke just last week about the company’s attempt to create a user-generated experiential ad campaign in order to avoid disrupting customers from the activities that they’d rather be doing. And we noted the problems the company might run into by following this approach. [...]
Yesterday we expressed some concerns about JetBlue’s experiential ad campaign, mostly because it, at least to me, seems to appeal only to JetBlue insiders–whether they be employees or established fans. It’s a campaign that doesn’t try hard enough to reach out to new potential customers. But JetBlue isn’t abandoning its traditional ad campaigns. This is [...]
Much like in politics, marketers have different strategies for different demographic groups. You have your solid supporters who will purchase your product more or less consistently. You have the large middle group of undecideds, who feel no real brand loyalty. And then you have the solid supporters of a competitor. These people are mostly lost [...]
Let’s think about social networking. In order to do that, I think we need to focus, for just a moment, on the ways in which–as Patrick Keane, CEO of Associated Content, points out–social networking differs from social media. Here’s Keane: Social networking is more than setting up an online presence, and social media is more [...]
