Altimeter Group's newest analyst, Rebecca Lieb, is out with her first report, Content: The New Marketing Equation. Available for download tomorrow at 1PM EST from Lieb's blog, the report will outline the five stages of "organizational maturity" companies must pass through to truly embrace content marketing.
For the report, Lieb interviewed 56 marketers including executives at Coke, Ford, IBM, GE, Nestle and Adobe. She queried each on their content marketing activities, the resources they use, the training they provide employees, and the relationships they have with outside content marketing partners.
The over-saturation of advertising and an ever-increasing distrust of ads has led to a decline in the effectiveness of paid media. But all is not lost. Earned media, messages passed between consumers as a resulted of an experience with a brand, is gaining momentum. This white paper from Zuberance examines earned media and how brands can use it to their benefit. You will learn:
Earned media is the most trusted and credible form of content for a brand
Social media has amplified the sheer quantity and reach of earned media
Earned media can help improve conversion rates and ROI
In the form of word of mouth, buzz and viral, earned media can have a long lifespan
Earned medis can, in fact, be measured
Download Zuberance white paper, part of the Adrants white paper series, and learn why you should shift a portion of your marketing focus to earned media.
All your campaigns have an online component, right? Of course they do. But what about the landing pages for your campaigns? Do they perform well? Do you even incorporate landing pages into your campaigns? You should. And you will after you read this Ion Interactive report, part of our white paper series.
Whether it's a PPC ad, an email, or a QR code that prompts someone to click on an offer, the page where that person lands after they click has enormous potential to influence them. The best landing pages hold a visitor's attention and guide them effortlessly towards conversion. This workbook was designed to take you step by step through the landing page creation process. Set goals, think through customer segments, define your offers and measure results. Whether you're B2B or B2C, the strategy in this workbook will help you create better landing pages.
Download the workbook now.
Email marketing. It makes you yawn, right? Creating and watching Super Bowl commercial is way more fun, right? But just how much trackable business can you expect from a Super Bowl commercial? Especially since most of you don't have $3.5 million to blow on a Super Bowl commercial.
Are you still yawning? You shouldn't be. Email marketing might be boring but it's cheap (ok, inexpensive) and it works. And you know when it works. And you know how it works. And you know why it worked. Can you say that about a Super Bowl commercial?
But it's just more fun to make a TV ad, right? It might be. But ask yourself this; are you in this business to have fun or to make money? Yea, yea, yea, it should be both but the bottom line is that you're doing it to make money for your company, your client's company and for yourself.
So if you hate email marketing and think it's boring that's OK. You're just going to be left behind by others that realize how well it works. But don't worry. Our white paper series is here to help. Check out Aprimo's Ten Steps to Effective Email Marketing. Ok? We good?
Altimeter analyzed this year's Super Bowl ads and uncovered five cross channel integration trends among brands in this year's game. The trends include:
1) Brands Heavily Invested in Promoting Traditional Websites
2) Surprisingly, Many Did Not Promote a Call-To-Action
3) Only a Sixth of Ads Explicitly Promoted Social Media
4) Hashtag Marketing Emerged to Stimulate Continual Engagement
5) Cutting Edge Marketers Teased with New Marketing Tactics, including Shazam
Altimeter found 57% (charts below) of Super Bowl ads linked to a website or a microsite but only 16% included social media links such as hashtags, Facebook or Twitter links. Eleven percent employed "emerging media technology" links such as Shazam, text messaging, mobile apps and QR codes. Conversely, 32% did not link to any online resource at all.
Just 1/6th of the ads explicitly promoted social media links. Six ads employed hashtags and just two brands promoted their Twitter accounts.
Eleven percent of ads used newer marketing tactics. Three ads promoted applications, three promoted SMS integration and GoDaddy used a QR code.
You can read Altimeter's full analysis here.
M&M'S earned the top spot for its Ms. Brown ad, winning the eighth annual Kellogg School Super Bowl Advertising Review. Other top-ranked advertisers for 2012 include Skechers and Dannon, while Go Daddy, Cadillac and Hulu ranked at the bottom of the review.
"M&M'S commercial introduced Ms. Brown, a new character, and kept in line with the brand's equity," said Clinical Professor of Marketing Tim Calkins , who leads the event with a panel of students from the Kellogg School of Management at Northwestern University. "At Kellogg, our Review evaluates the ads based on strategic execution and the potential to build brands, and M&M'S did this well."
And the results keep rolling in. In yet another metric that, let's be honest, amounts to a popularity contest, Volkswagen's Dog Strikes Back landed the top spot in this year's AdBowl, a Super Bowl commercial ranking system launched in 2001 by McKee Wallwork. Rounding out the top five were Doritos Man's Best Friend, Bud Light Rescue Dog, M&M's Ms Brown and Skechers Mr. Quiggly.
During and after the game, viewers who wanted to vote went to the AdBowl website or app and rated the commercials on a scale between one and five, with one being a "fumble" and five being a "touchdown." The scores were averaged in real time and a winner declared at midnight Eastern.
Because of a partnership with Facebook that extends the voting period, the USA Today Ad Meter results won't be final until 6PM EST Tuesday but the rankings can be viewed right now. Currently, the Doritos Sling Baby is in the top spot. The ad also landed in the top spot of the Mullen/Boston.com BrandBowl.
The Sling Baby spot is followed by Doritos Man's Best Friend (which was ranked number one by the physical Ad Meter group), Bud Light Weego, M$M's Just My Shell and Skechers Go Run (Mr. Quigly). Full results can be viewed here.
According to the 400,000 tweets monitored by BrandBowl2012, Doritos was the most effective brand to advertise on the Super Bowl telecast on the NBC this year. Brand Bowl ranks brands based on volume of chatter and positive/negative commentary on Twitter in reaction to their Super Bowl commercials.
Doritos won with its "Crash the Super Bowl" consumer-generated commercials. One spot featured a dog who bribed a man with Doritos to conceal the whereabouts of the family cat. A second spot featured a grandmother who sling-shots a baby in a swinging seat toward a tree fort to grab a bag of Doritos from a little boy. The second and third place overall finishers were Swedish apparel retailer H&M featuring hottie soccer star David Beckham modeling underwear, and Chrysler, with a powerful message about the American economic recovery. The Chrysler commercial starred legendary actor/director Clint Eastwood.
There will be no shortage of online destinations follow Super Bowl chatter, social and otherwise. You can check out a fairly comprehensive list here. Two we'd like to touch on are the BrandBowl, a partnership between Mullen, Radian6 and Boston.com and Deep Focus' Super Bowl of Social Media.
In its fourth year, Brand Bowl will gauge the social chatter surrounding the ads in the game and rank each ad based on its social profile according to the number of tweets a brand gets along with the sentiment of the tweets.