| Home | Business | Brand | Marketing | Innovation | Design |
You can also browse all topic tags.
MediaPost Publications, November 17, 2009 — Twitter may be booming, Facebook stratospheric, but leading chief marketing officers are apparently yet to send the dollars wildly chasing the traffic.
A new study shows nearly 85% of CMOs spend less than 10% of their budgets on social media, and what's described as "non-traditional communications channels."
Harvard Business Review, November 13, 2009 — You've probably heard by now that "your brand is no longer yours." The assertion's based on simple math. In the era of blogs, discussion boards, Facebook, Twitter, and other Web 2.0 tools, virtually everyone can get online and talk about your company and its offerings. As a result, the amount of information your marketing and PR departments can generate is only a small percentage of the total volume of content on the Internet about your firm.
Advertising Age, November 6, 2009 — Technology's influence is widely assumed to have morphed the over-the-fence backyard chat into mommy blogs and Twitter networks. But when moms are seeking product advice, it's not all social-media all the time. A study due out next week from the Parenting Group found that while moms are avid web and social-media users, they still turn to family and friends first, whether by phone, e-mail or in-person, when making decisions about product purchases
Marketing Profs, November 3, 2009 — The Web is awash with articles exalting the benefits of social media, so it's more than a little ironic that B2B marketers still find themselves searching online for social-media information that speaks to their unique needs and challenges.
Even though B2C companies get the lion's share of coverage, B2B organizations of vastly different sizes and in various industries are making striking gains in employing newer Web technologies to increase their market share and solve revenue challenges.
Developed especially for B2B marketers, this article provides social-media case studies for companies ranging from industry veterans SAP and BusinessWeek to newer and smaller firms Equation Research and Radian6.
As a bonus, the marketers behind each winning effort... continue reading
MediaPost Publications, November 3, 2009 — Many consumers may still think of Kodak as mainly an enabler of still images. But the company is becoming deeply involved in the Web's most popular site for moving pictures: YouTube.
Kodak has launched a branded YouTube channel, ForMom, featuring user-generated testimonials from real moms on topics ranging from parenting and cooking to health, beauty and exercise.
Forbes, October 23, 2009 — During General Motors' financial meltdown this year, politicians, corporate executives and journalists piled on to gripe about the auto-maker's business. Most of the chatter was expected, admits Christopher Preuss, GM's vice president of communications. What surprised company execs was the number of bloggers and social media hounds who chimed in to grouse about the car-maker and its vehicles.
MediaPost Publications, October 22, 2009 — Giving new meaning to the term social media, Coca-Cola is enlisting a team of three young brand ambassadors to visit all 206 countries where the company's products are sold.
Dubbed "Expedition 206," the adventure throughout 2010 is expected to cover 150,000 miles in just 365 days. What are they expected to do at each destination? "Seek out what makes people happy and share their happiness and enthusiasm with the rest of the world."
Coca-Cola has selected a pool of nine potential ambassadors, from which consumers are now being asked to select three winners online at Expedition206.com.
Advertising Age, October 13, 2009 — PepsiCo has inserted itself and several of its brands into a heated debate surrounding an iPhone app launched by its Amp Energy brand. By introducing a Twitter tag #pepsifail, the company has spread the news further and associated its flagship brand with the sexist app. So is it a savvy, transparent social-media move or is it simply exacerbating the damage already done?
Advertising Age, October 12, 2009 — Managing a brand has always been a slightly odd concept, given that consumers are the real arbiters of brand meaning, and it's become increasingly outmoded in today's two-way world. That's why a new report is going to recommend changing the name "brand manager" to "brand advocate," and fundamentally changing marketer organizations in response to the onset of the digital age.
Feed Company, September 18, 2009 — This is the marketer's and researcher's dream.
Reconciling the natural tensions that challenge and befuddle brand planning:
* Feelings & Facts
* Sentiments & Statistics
* Qualitative & Quantitative
* Focus Groups & Surveys
* Subjective & Objective
* Why & What
* Art & Science
† Access to articles with this symbol may require a subscription.