Tag: Google

UMSL State of Digital Media Marketing Conference 2013

“Consumers are changing the way they communicate with and research brands. Brands are changing the way they promote and engage with consumers. We are embracing digital technologies to communicate in ways that were inconceivable just a few short years ago. We have shifted our attention from traditional media marketing to internet, wireless devices and other digital platforms…”

Today, April 2nd at 1-5PM (2PM EST) a live conference, “State of Digital Media Marketing” will be taking place.  Professionals from Google, Yahoo, IBM, Nielsen, Forsee, Nickelodeon, and many large agencies such as (Momentum, Twist, Fleishman-Hillard, + many others) will be speaking.

It is being held at UMSL, and was organized by a very knowledgeable and talented professor of mine Perry Drake.

The conference is currently sold out.  However, lucky for us, the conference will be streamed via the web live here.

“This half day conference will help you understand the latest digital trends that are shaping the future, how mobiles third screen is redefining the consumer experience, why search continues to play a large role in the marketing mix, how we are trying to understand and do better at measuring campaign attribution, ecommerce solutions being developed for a less “siloed” and more seamless customer experience across touch points, the changing role of the marketer in this new world of data, software and metrics, and last but certainly not least privacy issues and if we are succeeding at satisfying the FTC.”

Be sure to check it out today.  You can also join the conversation #umsldigital

Advertisements

Tis’ the Season… to get Scroogled or Binged?!

Online shopping is becoming more prevalent than ever before.  According to Google, 80% of holiday shoppers will research online prior to making a purchase this season.  Research will begin with leading search engines and according to comScore’s November Explicit Core Search Report – approximately 69.4 percent of organic search results are from Google.  Coming in second, was Microsoft’s Bing with 25.4 percent of searches powered by Bing.  The rest of the search engines are rather insignificant.  So, while Google and Bing aren’t neck and neck, they seem to be the consumer’s search engines of choice and in turn will be most used to aid in holiday shopping.

Which brings me to Scroogled.  Yes, that’s right:

Image

A campaign recently launched by Bing to educate the average consumer about what Google has done with their shopping site.  To get a general idea – check out: T’was the story of Scroogled and Are you getting Scroogled?

Here Bing is essentially attacking Google over its shift to a pay-to-play shopping search model.  With a start of October 17th merchants had no other choice but to pay in order to “play” or appear in the search engine within the US (said to go international to select countries in February 2013).  Payment is decided upon the number of clicks and the amount the merchant is willing to pay for a click.  So, if a merchant is bidding a higher amount, the ad (yes ad) is more likely to appear first on the SERP (assuming that the keywords are relevant to the search query).  But what if the merchant is not bidding at all?

Which is exactly what Scroogled is all about and what the concerns were back in May 2012 when Google announced it’s paid inclusion shopping model.

Questions arose such as:  If all merchants weren’t bidding then weren’t shopping results going to be skewed?  Is there suddenly a bias to Google search engine results pages?  Would merchants have to increase the product price to make up for the new pay-to-play model?  And what about previous comments made by Google founders Sergey Brin and Larry Page?

“In general, it could be argued from the consumer point of view that the better the search engine is, the fewer advertisements will be needed for the consumer to find what they want.”

“Furthermore, advertising income often provides an incentive to provide poor quality search results.”

Not to mention that later, many found that Google shopping did not increase the user experience as origionaly promised but seemed to become one giant mess.

So, essentially what I am getting at here – is it’s not really a big surprise that Bing decided to jump on this opportunity to knock Google.  The reality of Bing’s Scroogled campaign however, is that Bing isn’t in the right either.  The truth is, Bing hardly has the right to be lecturing Google about poor disclosure and it’s pay-to-play policy.  In fact, Bing gets it’s own shopping search products from shopping.com and in order to be listed on shopping.com the merchant must agree to pay.  So is Bing actually much better than Google?

You decide.  In the mean time, good luck with your holiday shopping.

Dove Campaign “For Real Beauty” Re-Strategized

By now we’ve been exposed to Dove’s “For Real Beauty” campaign.  It’s been around for quite some time, my estimates are around since 2004.  But don’t quote me on that.  I recently just saw it floating around somewhere on facebook. And while I’ve seen it quite a few times – It hasn’t gotten old – and I continue to be a fan of the campaign.

For those of you who might need a refresher, the campaign was an effort to have “real women” models (ie not super skinny models) to promote Dove products while boosting women’s self confidence.  A marketing strategy based on the idea, “to make more women feel beautiful every day by widening stereotypical views of beauty.”  Sound familiar yet?  It should.  Do you think it made women feel more beautiful? I do.  And do you think Dove sold more soap bars?  Probably.

Now as of latest, Dove has come out with “The Ad Makeover.”  If you haven’t seen it yet, take a moment and watch it here. (I found it this week. – thanks to “The Creative Sandbox” – by Google) (For those of you not familiar, Google explains it as, “A Showcase of marketing campaigns that blend creative genius with digital innovation.  See cool stuff.  Learn how it was done.  Vote on your favorites).

At this point, I’m assuming you watched it.  I think it’s totally SMART.  Essentially, what is going on here is a way for people (specifically women) to start paying attension to those sneeky little ads that pop up on the lefts and rights and sides of your screen. (ugh! they’re super annoying right?!)  Right.

It also creates a conversation that women want to start part-taking in.  Think of the power of social media in terms of google rankings.  Dove wins.

Not to mention, they subtly brought up the idea of targeted advertisements.  I think in an effort to warm the consumer up to the idea of them.  It’s a hot debate these days.  You may be for or against them.  If you love them, then congratulations.  You’re going to see more of them in the future.  If you hate them, well do something.  For starters, you can clean out your cookies.  If you do that, you’ll be on the right track to non-targeted living.  And well, that’s a start.  But go on keep complaining, I like debate.

As for Dove, I think their new campaign is working.  It’s currently operating in Australia.  (Maybe Australian women hate those little pesky ads more than the rest of us? I’m not sure.)  But I wouldn’t be surprised if the campaign plants itself overseas real soon.  My guess? It’s bound to flourish.

Until then, go get some new soap bars.