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- What brands can learn from one viral clip's success story
This article looks at the factors behind the incredible success of a viral clip by Dave Carroll and his band, the Sons of Maxwell, about United Airlines' denial of a claim to fix a guitar allegedly damaged during a flight. The video, in less than a week, has generated more than 3 million views on YouTube and has been covered by major print and online publications. Among its strengths are its use of humor, strong production values and matched with a diverse range of demographic groups, according to this article. Adweek (7/16)
- Microsoft sees a future in consumer bar-code scanning
In Japan, consumers use 2-D bar codes that interact with mobile devices to pay bills and download content. Microsoft is betting U.S. marketers and mobile users will adopt the technology, which can be integrated with outdoor advertising, in-store displays, packaging and other out-of-home media to deliver premiums, coupons, content extras as well as serve as a platform for ad tracking. "There's a currency system that gamers understand, such as points, achievement and secret levels. We want the tags to be part of the fun instead of a blatant interruption," said Mark Kroese, general manager of entertainment and devices advertising for Microsoft. Forbes (7/16)
- Survey: Clicks remain top metric for brand marketers
The much-criticized click metric still is the most commonly used measure for online campaigns, according to a survey of 119 online marketers by Forrester Research. More than one in three marketers rely on clicks, while brand awareness, which was the top metric for 13% of those polled, placed a distant second. ClickZ (7/17)
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- Sources: Microsoft, Yahoo! finalizing search pact
Microsoft and Yahoo! are said to finally be close to finalizing a search partnership. The deal, which could be made public next week, reportedly is likely to call for Microsoft to make an initial payment of several billion dollars to Yahoo! and make specific payment guarantees to run its search operations, while Yahoo! probably will be in charge of "premium" ads for the two entities. None of the principals commented for this post. All Things Digital (7/16)
- Google beats the street, but click value drops
Google's second-quarter earnings beat analyst expectations, but there was a 13% drop in revenue per ad click, leading some observers to note the economic downturn is beginning to hit the search giant. Net income for the quarter was $1.48 billion, up 19% from the second quarter in 2008. Google also noted in its earnings call that video site YouTube was on a path to profitability. BusinessWeek (7/16) , Reuters (7/16) , The Wall Street Journal (7/17)
- Is a blogger the most-feared woman in Hollywood?
Blogger Nikki Finke, who founded Deadline Hollywood Daily three years ago, frequently scoops better-funded trade publications, has reported on top-level job changes before the people involved are notified and even seems to know what's going to be on network schedules before producers and executives. Her site was acquired last month by Mail.com Media in a deal that could be worth $5 million to $10 million over eight years, according to this article. The New York Times (7/16)
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- RPA to help Californians quit smoking
RPA won creative, media planning and buying, and digital duties on the anti-tobacco account of the California Department of Public Health. The Santa Monica, Calif.-based shop won out in a review involving 12 agencies, according to this article. Spending is estimated at $15 million to $16 million per year. Adweek (7/15)
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- Microsoft ads take a bite out of Apple
A series of ads for Microsoft touting the affordability of Windows-based personal computers apparently has gotten under the skin of rival Apple. Microsoft Chief Operating Officer Kevin Turner disclosed the software giant had been contacted by attorneys from Apple who said the ads in the "Laptop Hunter" series were inaccurate because Apple had lowered its prices. Apple has refused comment on Turner's remarks. Advertising Age (7/16) , The Wall Street Journal (7/17)
- How to work with bloggers
This article looks at ways to partner with bloggers for "sponsored conversations," with the goal of touting a brand in a way that doesn't feel like a traditional advertisement. But this sort of integration doesn't mean the old rules are out the window. Experts agree disclosure of relationships between brand and bloggers are essential to preserving credibility. iMedia Connection (7/16)
- Nine West launches YouTube search for "vintage" voices
Nine West and singer Miranda Lee Richards have launched a YouTube contest to find the voice for the company's Vintage America Collection. The winner will get to record and release a single through Sony/ATV Music's Hickory Records, appear in the December issue of Lucky and meet Richards. Adweek (7/16)
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- Twitter 101 for business users
This primer for those who are new to using Twitter for business purposes gives advice on how to find followers while maintaining a good following-to-followers ratio. Other advice includes ways to get higher-ups to say "yes" to a corporate Twitter account and whether to keep business and personal accounts separate. CNNMoney.com/Fortune/GigaOm (7/11)
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- Last day to submit your MIXX Awards entries is today
Any campaigns -- no matter how large or small -- displaying innovation and impact should be in the running to join the prestigious list of past winners. Finalize your MIXX entries by midnight tonight at mixx-awards.com for a chance to be recognized among the industry's leaders and stand out from your competition. Time is running out.
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