Social Media Advertising Aims
What is the aim of social media advertising?
1. Brand Awareness Brand awareness is all about your brand becoming relevant to potential buyers. This means posting content regularly that answers the questions your customers are asking. That content includes links to blog posts, infographics, statistics, and relevant articles. But don’t forget to show the world who your brand is by posting photos of employees, the office, and company events. You can also post humorous, relevant memes that support your brand.
2. Enhance Public Relations By following your company’s mentions, you can find out what customers are saying about your brand, and respond to complaints in a timely manner. In fact, according to Social Media Today, when companies engage and respond to customer service requests over social media, those customers end up spending 20% – 40% more with the company. Responding quickly and solving problems allows you to stay ahead of large-scale complaints and create brand loyalty.
3. Build Community of Advocates Brand loyalty has always been one of the most important factors in long term growth. In the past, companies relied on word of mouth. Now, social media provides an entirely new platform where brand loyalty can be shared with thousands of people in real time. For instance, as the amount of photos of food increases on social media, restaurants are offering promotions and discounts for those that post pictures of their food on social media.
4. Research and Development By constantly engaging with customers, your company can stay up to date on the problems they’re facing and develop solutions. Just as importantly, follow your competitors on social media to see how they engage their customers, if they’re facing any complaints, and if they’re rolling out any promotions or new products.
5. Driving Sales and Leads If you’re not leveraging social media to acquire leads and generate sales, you’re not using social media properly. This is what most companies strive for first, but fail to realize that without time spent on the first four goals, it’s unlikely that sales will grow. Social media provides the perfect opportunity to interact with potential customers, both on a personal level and an organizational level, to gauge their pain points, and to understand their basic corporate culture.
https://eclincher.com/blog/5-goals-of-social-media-marketing/
'1. Increase brand awareness
2. Drive traffic to your website
3. Generate new leads
4. Grow revenue (by increasing signups or sales)
5. Boost brand engagement
6. Build a community around your business
7. Effective social customer service
8. Increase mentions in the press
9. Never miss a mention through social listening
https://blog.bufferapp.com/10-social-media-goals
Marketing Objectives & Metrics Benefits of Social Media Marketing
Increase Exposure
Increase Traffic
Increase Engagement
Garner Marketplace Insight
Develop Loyal Fans
Generate Leads
Grow Business Partnership
Improve Sales
https://www.linkedin.com/pulse/20140624131845-105117131-8-social-media-marketing-objectives-and-metrics-that-matter
SMART is an acronym for:
Specific: Your goals should be clear, simple and defined.
Measurable: This is where analytics come in. You want a goal that has one or more metrics. Achievable: Is it achievable or is it not possible within your resources?
Realistic: With your current resources of time and money, is it possible to achieve your goals?
Time sensitive: Every goal needs a time frame, whether it’s one year or several months.
https://sproutsocial.com/insights/social-media-goals/
From the essay and research it can be deduced that the aim of this project should be to give the consumer a reason to positively post about the brand in question. The goal of the brief is brand awareness to raise or even start the social conversation related to the brand. The over goal of the whole briefs to raise brand awareness, to allow the user to create content related to the brand as this is the focus of the essay.
Thursday 28 December 2017
COP3 - Practical - Yorkshire to the Tea
Yorkshire to the Tea
SUMMARY-
The campaign conversation is based around the audience submitting what they see as 'typically yorkshire', story of what sums up Yorkshire culture. The prompt will give the audience a way to label this, physically via print and packaging or social via social media stickers and filters.
The idea is built around creating a social media sticker or filter, then producing this physically, this is so the audience can apply it to real life as well as on the social sites. It takes a popular social media trend, then applies it to the physical world.
The brands provokes the audience produce content via the prompts and shared this over social media, but also this content will then form to TV ad campaign. The TV campaign will be taken from the most popular or funniest Typically Yorkshire story.
The hashtags takes advantage of a common slang term, '...... to a T' with means something summed up. But also links this to the brand, as the brand is a TEA company, creating a play on words. As the hashtag includes Yorkshire and Tea, the brands name is then spread around the internet without directly being obviously been recognised as a commercial ad campaign (Dumenco, 'Brand and their commercial agendas are rejected from this dialogue) .
As the concept is designed around making a social media filter physical, these are the design aspect that will be created. The filters will be added to the imagery content the consumer produce, this needs to reflect the brands identity clearly to share the brand every time the content is shared. The aim is to raise awareness, this is done by showing the brand to a larger audience.
It's vital the filters/sticker fit with the brands style and represent the brand so the users share the brand when they share the content as to raise brand awareness/meet a larger audience.
FRAME WORK
SUMMARY-
The campaign conversation is based around the audience submitting what they see as 'typically yorkshire', story of what sums up Yorkshire culture. The prompt will give the audience a way to label this, physically via print and packaging or social via social media stickers and filters.
The idea is built around creating a social media sticker or filter, then producing this physically, this is so the audience can apply it to real life as well as on the social sites. It takes a popular social media trend, then applies it to the physical world.
The brands provokes the audience produce content via the prompts and shared this over social media, but also this content will then form to TV ad campaign. The TV campaign will be taken from the most popular or funniest Typically Yorkshire story.
The hashtags takes advantage of a common slang term, '...... to a T' with means something summed up. But also links this to the brand, as the brand is a TEA company, creating a play on words. As the hashtag includes Yorkshire and Tea, the brands name is then spread around the internet without directly being obviously been recognised as a commercial ad campaign (Dumenco, 'Brand and their commercial agendas are rejected from this dialogue) .
As the concept is designed around making a social media filter physical, these are the design aspect that will be created. The filters will be added to the imagery content the consumer produce, this needs to reflect the brands identity clearly to share the brand every time the content is shared. The aim is to raise awareness, this is done by showing the brand to a larger audience.
It's vital the filters/sticker fit with the brands style and represent the brand so the users share the brand when they share the content as to raise brand awareness/meet a larger audience.
Wednesday 27 December 2017
Friday 22 December 2017
COP3 - Practical - Pantone Tea Idea
Pantone Tea Idea
This idea is based of the princple that tes drinker can be very judgmental of other peoples tea. Most tea drinkers have a prefered way they like their tea, this would give the consumer a chart which allows them to jugde others tea. Then the campaign would inspire them to post about this review over social media. The aim is the audience take a photo fo their tea and the tea chart, then share this including the hashtag. The campiagn would create a phsyical chart test but also a social way to test tea.
The chart has been designed using colour scheme from the H.M. tea colour chart, this is to link the the brands royal approval concept but express proudly British themes. Also these include a range go humours names, which reflect the brands playful tone of voice.
This idea is based of the princple that tes drinker can be very judgmental of other peoples tea. Most tea drinkers have a prefered way they like their tea, this would give the consumer a chart which allows them to jugde others tea. Then the campaign would inspire them to post about this review over social media. The aim is the audience take a photo fo their tea and the tea chart, then share this including the hashtag. The campiagn would create a phsyical chart test but also a social way to test tea.
FRAME WORK -
COP3 - Research - Affiliate Marketing
Affiliate Marketing
'a marketing arrangement by which an online retailer pays commission to an external website for traffic or sales generated from its referrals. "most of my earnings are from affiliate marketing, direct ad sales, and sponsored posts"
https://www.google.co.uk/search?safe=strict&q=Dictionary
'Definition: A way for a company to sell its products by signing up individuals or companies ("affiliates") who market the company's products for a commission .'
'There are two ways to approach affiliate marketing: You can offer an affiliate program to others or you can sign up to be another business's affiliate. As the business driving an affiliate program, you'll pay your affiliates a commission fee for every lead or sale they drive to your website. Your main goal should be to find affiliates who'll reach untapped markets. For example, a company with an e-zine may make a good affiliate because its subscribers are hungry for resources. So introducing your offer through a "trusted" company can grab the attention of prospects you might not have otherwise reached.'
https://www.entrepreneur.com/encyclopedia/affiliate-marketing
DEFINITION of 'Affiliate Marketing' Affiliate marketing is an advertising model where a company pays compensation to third party publishers to generate traffic or leads to the company’s products and services. The third party publishers are referred to as affiliates and the commission fee incentivizes them to find ways to promote the company.
https://www.investopedia.com/terms/a/affiliate-marketing.asp
Media influence on teenagers can be deliberate – for example, advertising is often directed at children and teenagers. This means that children and teenagers are increasingly conscious of brands and images. You’re not alone if your child has pestered you to buy the next ‘in’ thing!
'a marketing arrangement by which an online retailer pays commission to an external website for traffic or sales generated from its referrals. "most of my earnings are from affiliate marketing, direct ad sales, and sponsored posts"
https://www.google.co.uk/search?safe=strict&q=Dictionary
'Definition: A way for a company to sell its products by signing up individuals or companies ("affiliates") who market the company's products for a commission .'
'There are two ways to approach affiliate marketing: You can offer an affiliate program to others or you can sign up to be another business's affiliate. As the business driving an affiliate program, you'll pay your affiliates a commission fee for every lead or sale they drive to your website. Your main goal should be to find affiliates who'll reach untapped markets. For example, a company with an e-zine may make a good affiliate because its subscribers are hungry for resources. So introducing your offer through a "trusted" company can grab the attention of prospects you might not have otherwise reached.'
https://www.entrepreneur.com/encyclopedia/affiliate-marketing
DEFINITION of 'Affiliate Marketing' Affiliate marketing is an advertising model where a company pays compensation to third party publishers to generate traffic or leads to the company’s products and services. The third party publishers are referred to as affiliates and the commission fee incentivizes them to find ways to promote the company.
https://www.investopedia.com/terms/a/affiliate-marketing.asp
Media influence on teenagers can be deliberate – for example, advertising is often directed at children and teenagers. This means that children and teenagers are increasingly conscious of brands and images. You’re not alone if your child has pestered you to buy the next ‘in’ thing!
COP3 - Research - Kim Kardashian
Kim Kardashian
http://www.cosmopolitan.com/style-beauty/beauty/a10020735/kim-kardashian-kkwbeauty-beauty-line/
'He explained that since Kim has the most Instagram followers with over 95 million, she gets the biggest pay check with up to $500,000 per campaign. While Khloe and Kourtney, who have 64.3 million and 54.5 million followers respectively, earn about $250,00 per sponsored post.'
http://www.glamourmagazine.co.uk/article/cost-of-kardashians-instagram-posts
'Michael Heller, CEO of digital marketing firm Talent Resources – the same firm that arranges most of the family’s deals and endorsements – told Us Weekly that some companies have been known to pay up Kim up to $500,000 to share branded posts with her 95.1 million followers. According to Heller, Kim’s sisters Khloe (64.3 million followers) and Kourtney (54.5 million followers) can earn up to $250,000 per ad on Instagram.'
https://graziadaily.co.uk/celebrity/news/kardashian-jenner-instagram-worth/
http://www.harpersbazaar.com/uk/culture/culture-news/news/a40474/this-is-how-much-the-kardashians-get-paid-for-one-instagram-post/
https://www.highsnobiety.com/2017/01/16/kim-kardashian-west-instagram/
'Kardashian-West is one of a new generation of celebrities responsible for directly encouraging our use of social media – she interacts with us online, makes unthinkable amounts of money from sponsored posts and prides herself on giving fans unfiltered access to her personal life. In return, many of us do the same.'
http://edkandcompany.com/instagram-marketing-learning-a-lesson-from-kim-kardashian/
'When considering a social media marketing program on a platform like Instagram or Twitter, it’s important to understand each platform’s policies and how it can work with your brand or company. The power of instantaneous promotion through social media is undeniable; this direct-to-consumer advertising is rapidly growing among businesses. The situation with Duchesnay and Kim Kardashian was certainly very specific, especially in a highly regulated industry such as big pharma, but the overall lessons are the same.'
'No matter how you feel about the Kardashians, you cannot deny that they are excellent influencers and has successfully defined their brand.
'Kardashian West, and her fellow siblings, are both fashion and cultural icons. From Kardashian West’s social media success alone its easy to see that she has spent time getting to know her audience and strategically determined how to engage them. Kim knows her audience and proves it through Instagram – showcasing her glamours life as well as family, fashion shoots and advocacy for products. Simply put, Kardashian West’s demographic of avid fans can be categorised as females between 15 and 30 of age and fashion entusiasts captivated by the sensationalism that embodies her persona. Having a global following of 85 million Instagram-followers (Oct. 2016) makes Kardashian West one of the rare mega influencers. Perhaps the most far-reaching and famous of them all.'
If you ask a marketer what the 3 most important aspects they look for in an influencer, you’ll most likely hear:
1. Content and how it matches up with the marketers brand
2. Influencer demographic (age/gender/geo)
3. ‘Influential power’, meaning influencers presence on social media and how strong the engagement is from their followers
Kardashian West makes the most out of all 3, where the products she sells are related to her lifestyle and clearly showcased on her Instagram account. Her demographic fits perfectly with a female audience interested in purchasing beauty products, fashion magazines or popular celebrity merchandise. Finally, the amount of followers and engagement from her audience makes her ‘influential power’ immense and highly attractive for marketers.
'nfluencer marketing is all about people. This makes communication, flexibility and creativity critical for building a successful influencer campaign. The obvious advantage of using Kardashian West is the ability for businesses to market their product through her popular brand and high-quality content, which is tailor-made for her audience. Balancing the relationship between marketers and influencers is essential when moving forward with influencer marketing. It’s important to remember that this is a collaborative effort, meaning both the marketer and the influencer share the risk, failure and success – making them equally responsible.'
http://blog.woomio.com/2016/10/25/influencer-lessons-worth-learning-from-kim-kardashian-west/
http://www.refinery29.com/2016/10/126751/kim-kardashian-influencer-pop-culture
'The New York Times deemed Kim Kardashian's hair makeover newsworthy, and now she's been named one of the 30 Most Influential People on the Internet, according to Time magazine.
She may tout millions of fans in real life, but Kardashian, 34, truly stands out on Instagram. There, she has perfected the art of the selfie: some with famous friends, some in luxurious bathrooms, and all to the delight of her 27 million followers. Long a performer in a reality TV show produced and edited by others, Kardashian also deftly uses Twitter to define and defend her own narrative (“Her eyes were closed and I was feeling my look! Can I live?!?” she sniped after being criticized for cropping her daughter out of a selfie), and of course to promote her various business ventures.
http://www.huffingtonpost.co.uk/entry/kim-kardashian-most-influential-internet_n_6818940
http://www.adweek.com/tv-video/after-conquering-reality-tv-kim-kardashian-taking-mobile-world-storm-163199/
BAD EXAMPLE
'In July Kim was forced by the FDA to take down an Instagram post promoting Duchesnay’s morning sickness pill, Diclegis.
“OMG. Have you heard about this? As you guys know my #morningsickness has been pretty bad,” she wrote for the photo's caption.
The FDA wrote a letter to the pharmaceutical company’s executive vice president Eric Gervais in early August. “The Office of Prescription Drug Promotion…has reviewed the Kim Kardashian Social Media Post,” the letter read. "The social media post is false or misleading in that it presents efficacy claims for DICLEGIS, but fails to communicate any risk information."
https://www.forbes.com/sites/seamuskirst/2015/12/17/the-kardashians-social-media-influence/4/#39597434cb4e
QUEEN OF SOCIAL MEDIA
https://grazia.com.au/articles/kim-kardashian-social-media-statistics/
http://www.tmz.com/2017/01/07/kim-kardashian-social-media-posts-statistics/
http://sizzlefactor.com/insights/what-is-kim-kardashian-the-queen-of-all-social-media-doing-right
http://www.mirror.co.uk/3am/celebrity-news/queen-social-media-kim-kardashian-10662396
PERFUME
http://www.dailymail.co.uk/tvshowbiz/article-5109655/Kim-Kardashian-s-new-fragrance-line-sells-6-days.html
https://www.thesun.co.uk/tvandshowbiz/4980294/kim-kardashians-perfume-line-sells-out-in-just-six-days-and-makes-her-a-massive-11-million/
https://www.thesun.co.uk/tvandshowbiz/5084392/kim-kardashians-new-perfume-banned-from-australia-as-its-branded-a-hazardous-material/
https://www.vogue.com/article/kim-kardashian-west-perfume-kkwfragrance-kkw-beauty-november-2017-instagram
https://www.glamour.com/story/kim-kardashian-fragrance-sold-out
http://www.cosmopolitan.com/style-beauty/beauty/a10020735/kim-kardashian-kkwbeauty-beauty-line/
'He explained that since Kim has the most Instagram followers with over 95 million, she gets the biggest pay check with up to $500,000 per campaign. While Khloe and Kourtney, who have 64.3 million and 54.5 million followers respectively, earn about $250,00 per sponsored post.'
http://www.glamourmagazine.co.uk/article/cost-of-kardashians-instagram-posts
'Michael Heller, CEO of digital marketing firm Talent Resources – the same firm that arranges most of the family’s deals and endorsements – told Us Weekly that some companies have been known to pay up Kim up to $500,000 to share branded posts with her 95.1 million followers. According to Heller, Kim’s sisters Khloe (64.3 million followers) and Kourtney (54.5 million followers) can earn up to $250,000 per ad on Instagram.'
https://graziadaily.co.uk/celebrity/news/kardashian-jenner-instagram-worth/
http://www.harpersbazaar.com/uk/culture/culture-news/news/a40474/this-is-how-much-the-kardashians-get-paid-for-one-instagram-post/
https://www.highsnobiety.com/2017/01/16/kim-kardashian-west-instagram/
'Kardashian-West is one of a new generation of celebrities responsible for directly encouraging our use of social media – she interacts with us online, makes unthinkable amounts of money from sponsored posts and prides herself on giving fans unfiltered access to her personal life. In return, many of us do the same.'
http://edkandcompany.com/instagram-marketing-learning-a-lesson-from-kim-kardashian/
'When considering a social media marketing program on a platform like Instagram or Twitter, it’s important to understand each platform’s policies and how it can work with your brand or company. The power of instantaneous promotion through social media is undeniable; this direct-to-consumer advertising is rapidly growing among businesses. The situation with Duchesnay and Kim Kardashian was certainly very specific, especially in a highly regulated industry such as big pharma, but the overall lessons are the same.'
'No matter how you feel about the Kardashians, you cannot deny that they are excellent influencers and has successfully defined their brand.
'Kardashian West, and her fellow siblings, are both fashion and cultural icons. From Kardashian West’s social media success alone its easy to see that she has spent time getting to know her audience and strategically determined how to engage them. Kim knows her audience and proves it through Instagram – showcasing her glamours life as well as family, fashion shoots and advocacy for products. Simply put, Kardashian West’s demographic of avid fans can be categorised as females between 15 and 30 of age and fashion entusiasts captivated by the sensationalism that embodies her persona. Having a global following of 85 million Instagram-followers (Oct. 2016) makes Kardashian West one of the rare mega influencers. Perhaps the most far-reaching and famous of them all.'
If you ask a marketer what the 3 most important aspects they look for in an influencer, you’ll most likely hear:
1. Content and how it matches up with the marketers brand
2. Influencer demographic (age/gender/geo)
3. ‘Influential power’, meaning influencers presence on social media and how strong the engagement is from their followers
Kardashian West makes the most out of all 3, where the products she sells are related to her lifestyle and clearly showcased on her Instagram account. Her demographic fits perfectly with a female audience interested in purchasing beauty products, fashion magazines or popular celebrity merchandise. Finally, the amount of followers and engagement from her audience makes her ‘influential power’ immense and highly attractive for marketers.
'nfluencer marketing is all about people. This makes communication, flexibility and creativity critical for building a successful influencer campaign. The obvious advantage of using Kardashian West is the ability for businesses to market their product through her popular brand and high-quality content, which is tailor-made for her audience. Balancing the relationship between marketers and influencers is essential when moving forward with influencer marketing. It’s important to remember that this is a collaborative effort, meaning both the marketer and the influencer share the risk, failure and success – making them equally responsible.'
http://blog.woomio.com/2016/10/25/influencer-lessons-worth-learning-from-kim-kardashian-west/
http://www.refinery29.com/2016/10/126751/kim-kardashian-influencer-pop-culture
'The New York Times deemed Kim Kardashian's hair makeover newsworthy, and now she's been named one of the 30 Most Influential People on the Internet, according to Time magazine.
She may tout millions of fans in real life, but Kardashian, 34, truly stands out on Instagram. There, she has perfected the art of the selfie: some with famous friends, some in luxurious bathrooms, and all to the delight of her 27 million followers. Long a performer in a reality TV show produced and edited by others, Kardashian also deftly uses Twitter to define and defend her own narrative (“Her eyes were closed and I was feeling my look! Can I live?!?” she sniped after being criticized for cropping her daughter out of a selfie), and of course to promote her various business ventures.
http://www.huffingtonpost.co.uk/entry/kim-kardashian-most-influential-internet_n_6818940
http://www.adweek.com/tv-video/after-conquering-reality-tv-kim-kardashian-taking-mobile-world-storm-163199/
BAD EXAMPLE
'In July Kim was forced by the FDA to take down an Instagram post promoting Duchesnay’s morning sickness pill, Diclegis.
“OMG. Have you heard about this? As you guys know my #morningsickness has been pretty bad,” she wrote for the photo's caption.
The FDA wrote a letter to the pharmaceutical company’s executive vice president Eric Gervais in early August. “The Office of Prescription Drug Promotion…has reviewed the Kim Kardashian Social Media Post,” the letter read. "The social media post is false or misleading in that it presents efficacy claims for DICLEGIS, but fails to communicate any risk information."
https://www.forbes.com/sites/seamuskirst/2015/12/17/the-kardashians-social-media-influence/4/#39597434cb4e
QUEEN OF SOCIAL MEDIA
https://grazia.com.au/articles/kim-kardashian-social-media-statistics/
http://www.tmz.com/2017/01/07/kim-kardashian-social-media-posts-statistics/
http://sizzlefactor.com/insights/what-is-kim-kardashian-the-queen-of-all-social-media-doing-right
http://www.mirror.co.uk/3am/celebrity-news/queen-social-media-kim-kardashian-10662396
PERFUME
http://www.dailymail.co.uk/tvshowbiz/article-5109655/Kim-Kardashian-s-new-fragrance-line-sells-6-days.html
https://www.thesun.co.uk/tvandshowbiz/4980294/kim-kardashians-perfume-line-sells-out-in-just-six-days-and-makes-her-a-massive-11-million/
https://www.thesun.co.uk/tvandshowbiz/5084392/kim-kardashians-new-perfume-banned-from-australia-as-its-branded-a-hazardous-material/
https://www.vogue.com/article/kim-kardashian-west-perfume-kkwfragrance-kkw-beauty-november-2017-instagram
https://www.glamour.com/story/kim-kardashian-fragrance-sold-out
Wednesday 13 December 2017
COP3 - Research- 2 Way Conversation
2 Way Conversation
'As brands and marketers have worked to achieve the perfect balance with social consumers, advertising has become both more and less annoying--at the same time. The two aren't mutually exclusive.
Where consumers gather, marketers are sure to follow, and social media is no exception. Over a mere few years, what started as a means for regular people to connect with friends, family and coworkers has become an advertiser’s dream. And that shift is leaving an imprint. Connect authentically or fade away Old-school marketing tactics worked initially–sort of.
Consumers used to push marketing and “here’s why we’re great” ad campaigns accepted these as the same ol’ song and dance they’d gotten used to in print ads, on television and, eventually, via email. Social media simply provided a new means of offering the same coupons and deals brands had always offered. But over time, brands have come to realize that traditional methods no longer reap the same rewards in this new marketplace.
Instead of engendering loyalty, competing offers make it easy for overwhelmed consumers to jump from brand to brand when the best deal appears in their feeds–or when other consumers offer an opinion worth considering.
The reality now is that social media is a consumer-run land. Brands and marketers are welcome, but only if they drop the sales pitch and behave like human beings.
Consumers want brands to be accessible–and accommodating–when they have a problem. The rest of the time they want them to “be cool” and not try so hard to win over their audience. The art of being more and less annoying As brands and marketers have worked to achieve the perfect balance with social consumers, advertising has become both more and less annoying–at the same time.
The two aren’t mutually exclusive. On the one hand, ads are more annoying to consumers by virtue of their sneakiness. No more can anyone innocently surf a retail site and click away to avoid blowing their budget by keeping temptation out of sight and out of mind. Back in your Facebook News Feed or email, that pair of shoes you decided not to splurge on is there, reminding you just how fabulous it is. The trend of retargeting ads isn’t such a bad thing if you’re really interested in those shoes–and the reminder popping up reveals that they’re now on sale. The problem with these ads is that they still pop up if you’ve actually made a purchase; or decided you’re definitely not interested–and that’s super annoying and won’t endear anyone to your brand.
At the same time, social media has helped advertising become more subtle, which makes it far less annoying than old-school “hammer to the head” tactics. Clever, personalized social interaction between brands and consumers makes for a much improved customer experience over an in-your-face, “Buy now!” approach. The focus is on creating brand awareness that will hopefully pay off when it’s time to spend. The beauty of ‘com-tent’ The shorter the path to purchase, the better your odds–hence the importance of “com-tent.” Content commerce-reportedly a $44 billion industry and growing in double-digits every year–offers publishers a new way to monetize audiences. It succeeds through a soft-sell approach that showcases an aspirational lifestyle consumers can’t help but want.
This isn’t an entirely new concept–affiliate marketing offered the same rewards in the late 1980s. Oliver Roup, CEO and Founder of VigLink, explains: Hyperlinks were the defining feature of the web from the very start–the literal “H” in HTML. Every time a link takes a person from one destination to another, value is created. The difference now is how seamless that process is. Instead of content and commerce portals competing for consumer attention, shopping links can be inserted directly into content, allowing consumers to add a product to their cart with one click–and without missing a word. With tools like VigLink’s new Trends Explorer, publishers benefit from aggregated data that reveals which products consumers are reading about and clicking on so that they know which to include in their content. It’s all about providing what consumers want most–and making it easy for them to take the next step.'
http://www.adweek.com/digital/how-social-media-is-changing-advertising-for-better-and-worse/
'Another advantage over television is that unlike TV ads, social media advertising fosters an open communication between brand and consumer. It does so via likes, comments, tweets, and social shares. Better yet, social media advertising facilitates feedback regarding a company’s products or services. So you can gain insight into how your products and/or services are being perceived by your target audience, almost immediately. On top of that, the reach of each campaign can grow exponentially because of the ability of sharing branded or brand-sponsored content within each users’ own social circles. Best of all, social advertising is incredibly effective at targeting the most valued marketing demographic: millennials'
https://yourdigitalresource.com/social-media-advertising-tv-ads/
'Social media's emergence has coincided with increased emphasis on customer engagement in advertising. This means companies want more direct, real-time and interactive exchanges with customers that provide immediate feedback and personal connections. TV and radio advertising are part of the old guard in advertising known more for passive messages aimed at creating a memorable effect that ultimately leads to buying activity. Follow-up research is usually necessary to determine if customers got the message and reacted.'
http://smallbusiness.chron.com/main-differences-between-social-media-tv-radio-advertising-61434.html
https://www.linkedin.com/pulse/traditional-media-vs-social-advertising-cost-digital-strategist
'As brands and marketers have worked to achieve the perfect balance with social consumers, advertising has become both more and less annoying--at the same time. The two aren't mutually exclusive.
Where consumers gather, marketers are sure to follow, and social media is no exception. Over a mere few years, what started as a means for regular people to connect with friends, family and coworkers has become an advertiser’s dream. And that shift is leaving an imprint. Connect authentically or fade away Old-school marketing tactics worked initially–sort of.
Consumers used to push marketing and “here’s why we’re great” ad campaigns accepted these as the same ol’ song and dance they’d gotten used to in print ads, on television and, eventually, via email. Social media simply provided a new means of offering the same coupons and deals brands had always offered. But over time, brands have come to realize that traditional methods no longer reap the same rewards in this new marketplace.
Instead of engendering loyalty, competing offers make it easy for overwhelmed consumers to jump from brand to brand when the best deal appears in their feeds–or when other consumers offer an opinion worth considering.
The reality now is that social media is a consumer-run land. Brands and marketers are welcome, but only if they drop the sales pitch and behave like human beings.
Consumers want brands to be accessible–and accommodating–when they have a problem. The rest of the time they want them to “be cool” and not try so hard to win over their audience. The art of being more and less annoying As brands and marketers have worked to achieve the perfect balance with social consumers, advertising has become both more and less annoying–at the same time.
The two aren’t mutually exclusive. On the one hand, ads are more annoying to consumers by virtue of their sneakiness. No more can anyone innocently surf a retail site and click away to avoid blowing their budget by keeping temptation out of sight and out of mind. Back in your Facebook News Feed or email, that pair of shoes you decided not to splurge on is there, reminding you just how fabulous it is. The trend of retargeting ads isn’t such a bad thing if you’re really interested in those shoes–and the reminder popping up reveals that they’re now on sale. The problem with these ads is that they still pop up if you’ve actually made a purchase; or decided you’re definitely not interested–and that’s super annoying and won’t endear anyone to your brand.
At the same time, social media has helped advertising become more subtle, which makes it far less annoying than old-school “hammer to the head” tactics. Clever, personalized social interaction between brands and consumers makes for a much improved customer experience over an in-your-face, “Buy now!” approach. The focus is on creating brand awareness that will hopefully pay off when it’s time to spend. The beauty of ‘com-tent’ The shorter the path to purchase, the better your odds–hence the importance of “com-tent.” Content commerce-reportedly a $44 billion industry and growing in double-digits every year–offers publishers a new way to monetize audiences. It succeeds through a soft-sell approach that showcases an aspirational lifestyle consumers can’t help but want.
This isn’t an entirely new concept–affiliate marketing offered the same rewards in the late 1980s. Oliver Roup, CEO and Founder of VigLink, explains: Hyperlinks were the defining feature of the web from the very start–the literal “H” in HTML. Every time a link takes a person from one destination to another, value is created. The difference now is how seamless that process is. Instead of content and commerce portals competing for consumer attention, shopping links can be inserted directly into content, allowing consumers to add a product to their cart with one click–and without missing a word. With tools like VigLink’s new Trends Explorer, publishers benefit from aggregated data that reveals which products consumers are reading about and clicking on so that they know which to include in their content. It’s all about providing what consumers want most–and making it easy for them to take the next step.'
http://www.adweek.com/digital/how-social-media-is-changing-advertising-for-better-and-worse/
'Another advantage over television is that unlike TV ads, social media advertising fosters an open communication between brand and consumer. It does so via likes, comments, tweets, and social shares. Better yet, social media advertising facilitates feedback regarding a company’s products or services. So you can gain insight into how your products and/or services are being perceived by your target audience, almost immediately. On top of that, the reach of each campaign can grow exponentially because of the ability of sharing branded or brand-sponsored content within each users’ own social circles. Best of all, social advertising is incredibly effective at targeting the most valued marketing demographic: millennials'
https://yourdigitalresource.com/social-media-advertising-tv-ads/
'Social media's emergence has coincided with increased emphasis on customer engagement in advertising. This means companies want more direct, real-time and interactive exchanges with customers that provide immediate feedback and personal connections. TV and radio advertising are part of the old guard in advertising known more for passive messages aimed at creating a memorable effect that ultimately leads to buying activity. Follow-up research is usually necessary to determine if customers got the message and reacted.'
http://smallbusiness.chron.com/main-differences-between-social-media-tv-radio-advertising-61434.html
https://www.linkedin.com/pulse/traditional-media-vs-social-advertising-cost-digital-strategist
Tuesday 12 December 2017
COP3 - Essay - Email Responce
Email Responce from Travis Holland
'Hi Bethany, There are some big questions here, but happy to provide a few points/observations.
-How do you feel social media has impacted on the creative nature/design of advertising theory? The affordances of social media advertising, like all media platforms, both restrict and provide opportunity for creative work. There are constraints in that social media display ads are given very defined parameters for space and what content can be included. However, the varying combinations allow people to explore and try out new things.
-Do you feel that you trust the legality TV or social media adverts more? Why? I’m not sure what you mean by this, but I suspect the answer depends on how regulated TV is in a particular market. In the US, there are often long lists of required disclaimers for any health product or pharmaceutical, but this is not always the case elsewhere. Another example: Australian electoral law (section 328 of the Commonwealth Electoral Act 1918) requires the following inclusions in ads during election periods: (a) the name and address of the person who authorized the advertisement, handbill, pamphlet, poster or notice appears at the end thereof; and (b) in the case of an electoral advertisement, handbill, pamphlet, poster or notice that is printed otherwise than in a newspaper–the name and place of business of the printer appears at the end thereof. Although such law probably applies to social media, it is much harder to find evidence of breaches and therefore police than for TV or newspapers. In this context, you could say TV is more trustworthy.
-Do you feel social media has created a 2-way conversation that brands can use to communicate -with their market with online? Yes, although the rhetoric exceeds the practice.
-Do you feel social media is an affected channel to advertise on? Social media allows people to segment and target audiences much more effectively than other media, but it is not clear if this is any more effective in terms of driving sales. However, it does seem clear that related forms of marketing such as algorithmically driven recommendation engines do work quite well (see Amazon).
Dr Travis Holland Course Director (Communication) Faculty of Arts and Education Charles Sturt University'
'Hi Bethany, There are some big questions here, but happy to provide a few points/observations.
-How do you feel social media has impacted on the creative nature/design of advertising theory? The affordances of social media advertising, like all media platforms, both restrict and provide opportunity for creative work. There are constraints in that social media display ads are given very defined parameters for space and what content can be included. However, the varying combinations allow people to explore and try out new things.
-Do you feel that you trust the legality TV or social media adverts more? Why? I’m not sure what you mean by this, but I suspect the answer depends on how regulated TV is in a particular market. In the US, there are often long lists of required disclaimers for any health product or pharmaceutical, but this is not always the case elsewhere. Another example: Australian electoral law (section 328 of the Commonwealth Electoral Act 1918) requires the following inclusions in ads during election periods: (a) the name and address of the person who authorized the advertisement, handbill, pamphlet, poster or notice appears at the end thereof; and (b) in the case of an electoral advertisement, handbill, pamphlet, poster or notice that is printed otherwise than in a newspaper–the name and place of business of the printer appears at the end thereof. Although such law probably applies to social media, it is much harder to find evidence of breaches and therefore police than for TV or newspapers. In this context, you could say TV is more trustworthy.
-Do you feel social media has created a 2-way conversation that brands can use to communicate -with their market with online? Yes, although the rhetoric exceeds the practice.
-Do you feel social media is an affected channel to advertise on? Social media allows people to segment and target audiences much more effectively than other media, but it is not clear if this is any more effective in terms of driving sales. However, it does seem clear that related forms of marketing such as algorithmically driven recommendation engines do work quite well (see Amazon).
Dr Travis Holland Course Director (Communication) Faculty of Arts and Education Charles Sturt University'
COP3 - Essay - Email Feedback / Nicola Swankie
As part of a case study for this brief, I'd asked Nicola Swankie, author of http://www.bandt.com.au/marketing/social-media-killing-creativity if had any comment or feedback on the subjects of the current research areas for the essay. Nicola replied saying she'd be happy to give an interview and discuss the area in more depth to aid the research as she was interested in the area herself. As she lives in Australia the time for this would need to be arranged, (after 7pm was best for her), also she'd love to see a copy of the final dissertation and would give her feedback/any help she can.
Nicola also suggested looking at this article in relation to the topic area.
https://www.psychologyinaction.org/psychology-in-action-1/2015/09/07/me-myselfie-and-i-the-psychological-impact-of-social-media-activity
'There were timing basics—don’t post on Friday or Saturday nights because no one is checking. She also recommended sensitivity to time zones so as to avoid an entire coast being asleep when your picture is posted. There was even attention to Facebook’s sharing algorithms.'
'Why in the world did I care so much about an un-liked photo? Was it really a lack of likes, rather than the four hours a week I dedicate to watching Bachelor in Paradise, that I was concerned made me look like a loser? When and how did Facebook likes become such a valuable social currency? For better or for worse, I am hardly alone in my experience. Recent research has documented how technology, and social networking sites (SNS; e.g., Facebook, Instagram) in particular, have given rise to a growing obsession with impression management and self-presentation online. Whether it’s searching for the perfect Instagram photo filter or carefully crafting a humblebrag Facebook status about a recent publication (personal confession: guilty on both counts), users frequently engage in selective self-presentation strategies to portray an "ideal self" through social media (Chou & Edge, 2012; Manago, Graham, Greenfield, & Salimkhan, 2008).In turn, we seek out social approval and positive feedback in the form of comments and likes.'
'Although social networking sites offer unique opportunities for interpersonal communication and self-expression, there may also be psychological costs of certain online behaviors'
'As with many technological developments, social media presents both positives and negatives. Although certain online activities may promote an unhealth'
summary - fit with the concept but it's more about personal use of social media and the self effects
The article is mostly based on social media use and the side effects, the effects on self-confidence and self well being. But it explores ideas of needing social recognizing on these platforms that Tristan Harris explore in essay research. Even though this research related to past research, again this is mostly around personal self-use of social media platform rather than interaction with a brand or advertising concepts.
-book a time to talk to Nicola, response to email
Nicola also suggested looking at this article in relation to the topic area.
https://www.psychologyinaction.org/psychology-in-action-1/2015/09/07/me-myselfie-and-i-the-psychological-impact-of-social-media-activity
'There were timing basics—don’t post on Friday or Saturday nights because no one is checking. She also recommended sensitivity to time zones so as to avoid an entire coast being asleep when your picture is posted. There was even attention to Facebook’s sharing algorithms.'
'Why in the world did I care so much about an un-liked photo? Was it really a lack of likes, rather than the four hours a week I dedicate to watching Bachelor in Paradise, that I was concerned made me look like a loser? When and how did Facebook likes become such a valuable social currency? For better or for worse, I am hardly alone in my experience. Recent research has documented how technology, and social networking sites (SNS; e.g., Facebook, Instagram) in particular, have given rise to a growing obsession with impression management and self-presentation online. Whether it’s searching for the perfect Instagram photo filter or carefully crafting a humblebrag Facebook status about a recent publication (personal confession: guilty on both counts), users frequently engage in selective self-presentation strategies to portray an "ideal self" through social media (Chou & Edge, 2012; Manago, Graham, Greenfield, & Salimkhan, 2008).In turn, we seek out social approval and positive feedback in the form of comments and likes.'
'Although social networking sites offer unique opportunities for interpersonal communication and self-expression, there may also be psychological costs of certain online behaviors'
'As with many technological developments, social media presents both positives and negatives. Although certain online activities may promote an unhealth'
summary - fit with the concept but it's more about personal use of social media and the self effects
The article is mostly based on social media use and the side effects, the effects on self-confidence and self well being. But it explores ideas of needing social recognizing on these platforms that Tristan Harris explore in essay research. Even though this research related to past research, again this is mostly around personal self-use of social media platform rather than interaction with a brand or advertising concepts.
-book a time to talk to Nicola, response to email
COP3 - Essay - Theory Research
Reflective Practice
Reflective Practice, Writing and Professional Development, Gille Bolton
page 31
'Our stories are inextricably intertwined: with themselves and those of others.We tell and retell, affirming and reaffirming ourselves in our own and each other's eyes (and ears). The accounts slip and merge as we tell, developing new twists and losing ones that have served their turn. This urge to recount and re-create each day is strong, but it is easy to devalue our own stories because they are unimportant compared with those of powerful others, such as pop stared, surgeons, politicians: we have lost trust in ourselves and ownership of our stories. '
APPLY TO SOCIAL MEDIA INFLUENCERS
page 93
'The distinction between fiction or fact ( true or false) is one of those artificial binaries which besets modern living. A story is a creative construct, whatever material is drawn upon.'
HOW SOCIAL MEDIA INFLEUNERs BLUR THE LINE BETWEEN OPINION AND SPONSERED CONTENT
page 94
'it does really seem as if the consumption of fiction is a part of the necessary education of modern people in the fine points of human relationships. So many examples are given of how people are, how they may be expected to react and what the harvest is likely to be'(Rockwell 1974,p.81)
PEOPLE LIKE TO READ LIES AND FAKE INFORMATION, IT'S DRIVEN INTO SOCIETY AND PEOPLE CAN GAIN FROM THIS IF IT CAN BE CONTROLLED
page 95
'Stories not only present comprehensible possible ways of being, they create questions. Stories offer to understand, but also lead the reader to want to find out more: The truest respect which you can pay to the reader's understanding is to...leave him something to imagine, in his turn, as well as yourself. (Sterne[1760]1980, p.77)
POSTS AS STORIES, LEAD THE READER TO INVESTIGATE THE BRAND MORE, PROMOTE THE IDEA THEN ALLOW THE CONSUMER TO GIVE THE CONTENT AND DO THE RESEARCH
Awareness of detail, inculcated by writing and discussing, increasingly slips into daily practice, making it more aware and reflective: This course helped me, encouraging me to be more aware of each day and making me more observant. (Brimacombe1996, p.15)
Reflective Practice, Writing and Professional Development, Gille Bolton
page 31
'Our stories are inextricably intertwined: with themselves and those of others.We tell and retell, affirming and reaffirming ourselves in our own and each other's eyes (and ears). The accounts slip and merge as we tell, developing new twists and losing ones that have served their turn. This urge to recount and re-create each day is strong, but it is easy to devalue our own stories because they are unimportant compared with those of powerful others, such as pop stared, surgeons, politicians: we have lost trust in ourselves and ownership of our stories. '
APPLY TO SOCIAL MEDIA INFLUENCERS
page 93
'The distinction between fiction or fact ( true or false) is one of those artificial binaries which besets modern living. A story is a creative construct, whatever material is drawn upon.'
HOW SOCIAL MEDIA INFLEUNERs BLUR THE LINE BETWEEN OPINION AND SPONSERED CONTENT
page 94
'it does really seem as if the consumption of fiction is a part of the necessary education of modern people in the fine points of human relationships. So many examples are given of how people are, how they may be expected to react and what the harvest is likely to be'(Rockwell 1974,p.81)
PEOPLE LIKE TO READ LIES AND FAKE INFORMATION, IT'S DRIVEN INTO SOCIETY AND PEOPLE CAN GAIN FROM THIS IF IT CAN BE CONTROLLED
page 95
'Stories not only present comprehensible possible ways of being, they create questions. Stories offer to understand, but also lead the reader to want to find out more: The truest respect which you can pay to the reader's understanding is to...leave him something to imagine, in his turn, as well as yourself. (Sterne[1760]1980, p.77)
POSTS AS STORIES, LEAD THE READER TO INVESTIGATE THE BRAND MORE, PROMOTE THE IDEA THEN ALLOW THE CONSUMER TO GIVE THE CONTENT AND DO THE RESEARCH
Awareness of detail, inculcated by writing and discussing, increasingly slips into daily practice, making it more aware and reflective: This course helped me, encouraging me to be more aware of each day and making me more observant. (Brimacombe1996, p.15)
Sunday 10 December 2017
COP3 - Essay - Email Feedback /Second Emails
A range of emails have been sent out to a select number of professionals from current research concerning their views on current areas of importance for the essay. The aim is that these responses will form case study research, but also to get a greater knowledge of the selected areas in more depth being covered currently and to see if any of the views differ drastically.
repsonce-
Mark Ritson
-How do you feel social media has impacted on the creative nature/design of advertising theory? THE MAIN IMPACT HAS BEEN TO SWITCH FOCUS FROM THE IMPORTANCE OF THE CREATIVE EXECUTION AND DEVOTE ALMOST ALL ATTENTION TO THE MEDIA IN WHICH THE EXECUTION IS BEING CARRIED. ITS A BIG MISTAKE.
-Do you feel that you trust the legality TV or social media adverts more? Why? RESEARCH IS VERY CLEAR AND MY OPINION IS MUCH LESS IMPORTANT THAN THAT OF THE CONSUMER. IN COUNTLESS STUDIES THE SO CALLED TRADITIONAL MEDIA LIKE TV AND PRINT ARE DEEMED THE MOST TRUSTED ADVERTISING MEDIA AND THOSE FROM SOCIAL MEDIA ARE THE LEAST. THE BENCHMARK STUDY IN THE NIELSEN TRUST INDEX BUT THERE ARE LITERALLY A DOZEN DIFFERENT STUDIES SHOWING THE SAME RESULT.
-Do you feel social media has created a 2-way conversation that brands can use to communicate -with their market with online? NO, THAT WAS A MYTH CREATED BY MARK ZUCKERBERG TEN YEARS AGO WHEN HE LAUNCHED FACEBOOK ADVERTISING IN NEW YORK AND TOLD EVERYONE THAT TRADITIONAL ADS WERE DEAD AND CONSUMERS WOULD NOW HAVE CONVERSATIONS WITH BRANDS. OF COURSE THAT WAS NONSENSE. PARTLY BECAUSE FACEBOOK THROTTLED ORGANIC REACH FOR BRANDS AND MADE THEY PAY TO ADVERTISE ON FB AND ALSO BECAUSE WE DO NOT WANT TO HAVE A CONVERSATION WITH OUR TOAST.
-Do you feel social media is an affected channel to advertise on from a brand point of view? YES, ITS CERTAINLY EFFECTIVE, BUT NOT AS EFFECTIVE AS MOST WOULD HAVE YOU BELIEVE
From the current list only one person has responded, therefore more emails will be sent out to more professionals to help gather a range of different view on the topics as to show a wider scale of research to inform the essay construction.
Nicola Swankie - http://www.bandt.com.au/marketing/social-media-killing-creativity
Travis Holland - https://theconversation.com/how-facebook-and-google-changed-the-advertising-game-70050
differnt mediums
After trying to find emails for people after they've wrote artciles was really diffcult and often couldn't find any different mediums will be used to contact the authors. Linked In is usually the site they're most searchable on therefor messages to selected professionals have be connected with using this channel with the aim of a repsonce.
Glen Calvet https://www.campaignlive.co.uk/article/personalised-ads-stay-brands-beware-freaking-out-consumers/1347792#0z84qFx22BSTtQI1.99
Eric Visser http://www.thedrum.com/opinion/2017/07/19/why-online-advertising-killing-creativity
Mike Mihko http://adage.com/article/digitalnext/social-media-tv-tv-social/237759/
repsonce-
Mark Ritson
-How do you feel social media has impacted on the creative nature/design of advertising theory? THE MAIN IMPACT HAS BEEN TO SWITCH FOCUS FROM THE IMPORTANCE OF THE CREATIVE EXECUTION AND DEVOTE ALMOST ALL ATTENTION TO THE MEDIA IN WHICH THE EXECUTION IS BEING CARRIED. ITS A BIG MISTAKE.
-Do you feel that you trust the legality TV or social media adverts more? Why? RESEARCH IS VERY CLEAR AND MY OPINION IS MUCH LESS IMPORTANT THAN THAT OF THE CONSUMER. IN COUNTLESS STUDIES THE SO CALLED TRADITIONAL MEDIA LIKE TV AND PRINT ARE DEEMED THE MOST TRUSTED ADVERTISING MEDIA AND THOSE FROM SOCIAL MEDIA ARE THE LEAST. THE BENCHMARK STUDY IN THE NIELSEN TRUST INDEX BUT THERE ARE LITERALLY A DOZEN DIFFERENT STUDIES SHOWING THE SAME RESULT.
-Do you feel social media has created a 2-way conversation that brands can use to communicate -with their market with online? NO, THAT WAS A MYTH CREATED BY MARK ZUCKERBERG TEN YEARS AGO WHEN HE LAUNCHED FACEBOOK ADVERTISING IN NEW YORK AND TOLD EVERYONE THAT TRADITIONAL ADS WERE DEAD AND CONSUMERS WOULD NOW HAVE CONVERSATIONS WITH BRANDS. OF COURSE THAT WAS NONSENSE. PARTLY BECAUSE FACEBOOK THROTTLED ORGANIC REACH FOR BRANDS AND MADE THEY PAY TO ADVERTISE ON FB AND ALSO BECAUSE WE DO NOT WANT TO HAVE A CONVERSATION WITH OUR TOAST.
-Do you feel social media is an affected channel to advertise on from a brand point of view? YES, ITS CERTAINLY EFFECTIVE, BUT NOT AS EFFECTIVE AS MOST WOULD HAVE YOU BELIEVE
From the current list only one person has responded, therefore more emails will be sent out to more professionals to help gather a range of different view on the topics as to show a wider scale of research to inform the essay construction.
Nicola Swankie - http://www.bandt.com.au/marketing/social-media-killing-creativity
Travis Holland - https://theconversation.com/how-facebook-and-google-changed-the-advertising-game-70050
differnt mediums
After trying to find emails for people after they've wrote artciles was really diffcult and often couldn't find any different mediums will be used to contact the authors. Linked In is usually the site they're most searchable on therefor messages to selected professionals have be connected with using this channel with the aim of a repsonce.
Glen Calvet https://www.campaignlive.co.uk/article/personalised-ads-stay-brands-beware-freaking-out-consumers/1347792#0z84qFx22BSTtQI1.99
Eric Visser http://www.thedrum.com/opinion/2017/07/19/why-online-advertising-killing-creativity
Mike Mihko http://adage.com/article/digitalnext/social-media-tv-tv-social/237759/
Thursday 7 December 2017
COP3 - Research - Why TV Is Still the Most Effective Advertising Medium
'But one thing has remained constant: TV is still by far the most effective advertising medium.'
'MarketShare's analysis found that TV advertising effectiveness has remained steady during that time period and outperforms digital and offline channels at driving key performance metrics like sales and new accounts. The study also showed that networks' premium digital video delivered higher than average returns when compared with short-form video content from nonpremium publishers.'
'MarketShare analyzed advertising performance across industry and media outlets like television, online display, paid search, print and radio advertising and found that TV has the highest efficiency at achieving key performance indicators, or KPIs, like sales and new accounts.
When comparing performance at similar spending levels, TV averaged four times the sales lift of digital. TV has maintained its effectiveness at driving advertiser KPIs over the last five years. In a study using data from a luxury automaker, TV was the only medium to maintain its effectiveness (a 1.5 percent decrease in five years) while the other advertising media—both online and offline—declined more than 10 percent.
TV marketers can optimize their spend by leveraging data sources, including high-frequency consumer interactions like website visits and inbound calls, to improve TV advertising performance. Premium online video from broadcast and cable networks out-performs video content from other publishers.'
'On the agency side, Eric Blankfein, chief of Horizon Media's Where group, said that while many clients want to migrate their budgets to video, "because of that lack of consistent measurement, we're not sure how effective those dollars are performing in the digital space. So, it was very important from our perspective to start to quantify business performance relative to TV advertising.'
'The study found that "TV is the giant megaphone," said Isaac Weber, vp of strategy at MarketShare. "When you want to get a message out, that's still really the most powerful means to do it. The way that people view and consume television has changed … but I think the question is less about what has changed with television and more about what are some of the underlying issues with some of these other vehicles." Added Shimmel, "We're not saying that digital is bad, but digital just can't make up the reach that TV delivers. And digital, used in a way that's complementary to TV, is a more effective strategy."
Even the companies involved in the study were surprised to learn of TV's dogged resilience. "I thought, because we've seen a shift in ad dollars migrating from linear to broadband, or just to [digital] in general, that we would see more of an impact on television, but we didn't. That was eye opening for me," said Blankfein. Noted Shimmel,
"Five years ago, Netflix wasn't a streaming service, really. You didn't have things like Roku, and you didn't have smart-TV penetration, and you didn't have tablets at this penetration. So, the fact that TV has held its own under years of such dramatic change was surprising but obviously very pleasing for us."
The study is the latest addition to Turner's "dossier of research that supports the strength of television and talks about potentially how TV is working and can be made better," said Shimmel. "TV really works, and there are ways to make it work better in challenging times." Horizon Media will share the new data with clients as it helps them settle on a media mix. "That's very valuable because the assumption is more data means better insights, and that's generally true. So, by us continually providing that data, we establish higher credibility with clients and we have a high level of confidence in putting out the media mix that we recommend," said Blankfein. While MarketShare's study bodes well for television, Weber said marketers will benefit most from its conclusions: "By focusing on KPIs like sales, we're able to make sure that we're really optimizing a marketer's budgets."
http://www.adweek.com/tv-video/why-tv-still-most-effective-advertising-medium-165247/
'MarketShare's analysis found that TV advertising effectiveness has remained steady during that time period and outperforms digital and offline channels at driving key performance metrics like sales and new accounts. The study also showed that networks' premium digital video delivered higher than average returns when compared with short-form video content from nonpremium publishers.'
'MarketShare analyzed advertising performance across industry and media outlets like television, online display, paid search, print and radio advertising and found that TV has the highest efficiency at achieving key performance indicators, or KPIs, like sales and new accounts.
When comparing performance at similar spending levels, TV averaged four times the sales lift of digital. TV has maintained its effectiveness at driving advertiser KPIs over the last five years. In a study using data from a luxury automaker, TV was the only medium to maintain its effectiveness (a 1.5 percent decrease in five years) while the other advertising media—both online and offline—declined more than 10 percent.
TV marketers can optimize their spend by leveraging data sources, including high-frequency consumer interactions like website visits and inbound calls, to improve TV advertising performance. Premium online video from broadcast and cable networks out-performs video content from other publishers.'
'On the agency side, Eric Blankfein, chief of Horizon Media's Where group, said that while many clients want to migrate their budgets to video, "because of that lack of consistent measurement, we're not sure how effective those dollars are performing in the digital space. So, it was very important from our perspective to start to quantify business performance relative to TV advertising.'
'The study found that "TV is the giant megaphone," said Isaac Weber, vp of strategy at MarketShare. "When you want to get a message out, that's still really the most powerful means to do it. The way that people view and consume television has changed … but I think the question is less about what has changed with television and more about what are some of the underlying issues with some of these other vehicles." Added Shimmel, "We're not saying that digital is bad, but digital just can't make up the reach that TV delivers. And digital, used in a way that's complementary to TV, is a more effective strategy."
Even the companies involved in the study were surprised to learn of TV's dogged resilience. "I thought, because we've seen a shift in ad dollars migrating from linear to broadband, or just to [digital] in general, that we would see more of an impact on television, but we didn't. That was eye opening for me," said Blankfein. Noted Shimmel,
"Five years ago, Netflix wasn't a streaming service, really. You didn't have things like Roku, and you didn't have smart-TV penetration, and you didn't have tablets at this penetration. So, the fact that TV has held its own under years of such dramatic change was surprising but obviously very pleasing for us."
The study is the latest addition to Turner's "dossier of research that supports the strength of television and talks about potentially how TV is working and can be made better," said Shimmel. "TV really works, and there are ways to make it work better in challenging times." Horizon Media will share the new data with clients as it helps them settle on a media mix. "That's very valuable because the assumption is more data means better insights, and that's generally true. So, by us continually providing that data, we establish higher credibility with clients and we have a high level of confidence in putting out the media mix that we recommend," said Blankfein. While MarketShare's study bodes well for television, Weber said marketers will benefit most from its conclusions: "By focusing on KPIs like sales, we're able to make sure that we're really optimizing a marketer's budgets."
http://www.adweek.com/tv-video/why-tv-still-most-effective-advertising-medium-165247/
Wednesday 6 December 2017
COP3 - Essay - Theory Notes
Feedback from one the turtorial was to make sure that the essay includes a range of different theory based practices. These could be either traditional advertising theory, or as suggested the theory of 'Othering'.
THEORY RESEARCH
Conversion Theory
The minority in a group can have a disproportionate effect on influencing those in the majority. Typically, those in the majority who are most susceptible are the ones who may have joined because it was easy to do so or who felt there were no alternatives. Consistent, confident minority voices are most effective. via https://blog.bufferapp.com/social-media-influence
Social Influence
We are influenced strongly by others based on how we perceive our relationship to the influencer. For example, social proof on web copy is persuasive if the testimonials and recommendations are from authoritative sources, big brands, or peers. via https://blog.bufferapp.com/social-media-influence
Social influence is the change in behavior that one person causes in another, intentionally or unintentionally, as a result of the way the changed person perceives themselves in relationship to the influencer, other people and society in general. Three areas of social influence are conformity, compliance and obedience. Conformity is changing how you behave to be more like others. This plays to belonging and esteem needs as we seek the approval and friendship of others. Conformity can run very deep, as we will even change our beliefs and values to be like those of our peers and admired superiors. Compliance is where a person does something that they are asked to do by another. They may choose to comply or not to comply, although the thoughts of social reward and punishment may lead them to compliance when they really do not want to comply. Obedience is different from compliance in that it is obeying an order from someone that you accept as an authority figure. In compliance, you have some choice. In obedience, you believe that you do not have a choice. Many military officers and commercial managers are interested only in obedience. http://changingminds.org/explanations/theories/social_influence.htm
https://en.wikipedia.org/wiki/Social_influence
‘Certainly, social media has at time been seen as a tool to increase customer loyalty and increase repeat purchases through customer retention. But there are clear examples of when social media is used to generate brand awareness through viral content or paid advertising on Facebook, for example.Not seeing the potential of social media as a sales tool or to reach new audiences overlooks three key features; great content with a viral nature, making the most of the algorithms, paid promotion, and active interaction and outreach. As people’s relationship with social media has evolved, we’re increasingly seeing brands use social media to leverage the power of influencers and achieve or amplify PR coverage. https://www.jcsocialmedia.com/social-media-theory/
TRADITIONAL THEORY APPLIED TO SOCIAL MEDIA
https://www.researchgate.net/publication/289993214_Does_Traditional_Advertising_Theory_Apply_to_the_Digital_World_A_Replication_Analysis_Questions_the_Relevance_Of_the_Elaboration_Likelihood_Model
https://www.research-live.com/article/news/new-study-questions-relevance-of-traditional-advertising-theory/id/5001732
"The world has changed radically since those days of mass-media dominance. And, advertising has changed as well. The onus is on the marketing-research industry and academia to question advertising theory: when everything around it has changed, why should any particular theory stay the same? And if advertising theory is not questioned, subsequent advertising research will become increasingly irrelevant.”
https://www.warc.com/NewsAndOpinion/News/36067?
Gayle Kerr, Don Schultz, Philip Kitchen, Frank Mulhern and Park Beede, Does Traditional Advertising Theory Apply to the Digital World? A Replication Analysis Questions the Relevance of the Elaboration Likelihood Model,
https://www.warc.com/Content/330a03d8-7310-48ed-88eb-c01120714dfd
OTHERING RESEARCH
'Othering is the process of casting a group, an individual or an object into the role of the ‘other’ and establishing one’s own identity through opposition to and, frequently, vilification of this Other. The Greeks’ use of the word ‘barbarian’ to describe non-Greeks is a typical example of othering and an instance of nationalism avant la lèttre. The ease with which the adjective ‘other’ generated the verb ‘to other’ in the last twenty years or so is indicative of the usefulness, power and currency of a term that now occupies an important position in feminist, postcolonial, civil rights and sexual minority discourses. Othering is a process that goes beyond ‘mere’ scapegoating and denigration – it denies the Other those defining characteristics of the ‘Same’, reason, dignity, love, pride, heroism, nobility, and ultimately any entitlement to human rights. Whether the Other is a racial or a religious group, a gender group, a sexual minority or a nation, it is made rife for exploitation, oppression and indeed genocide by denying its essential humanity, because, as the philosopher Richard Rorty put it, “everything turns on who counts as a fellow human being, as a rational agent in the only relevant sense – the sense in which rational agency is synonymous with membership of our moral community” http://www.yiannisgabriel.com/2012/09/the-other-and-othering-short.html
After research the theory of othering is still slightly confusing, therefore more research will need to be done to this area (ask amber, visit library).
THEORY RESEARCH
Conversion Theory
The minority in a group can have a disproportionate effect on influencing those in the majority. Typically, those in the majority who are most susceptible are the ones who may have joined because it was easy to do so or who felt there were no alternatives. Consistent, confident minority voices are most effective. via https://blog.bufferapp.com/social-media-influence
Social Influence
We are influenced strongly by others based on how we perceive our relationship to the influencer. For example, social proof on web copy is persuasive if the testimonials and recommendations are from authoritative sources, big brands, or peers. via https://blog.bufferapp.com/social-media-influence
Social influence is the change in behavior that one person causes in another, intentionally or unintentionally, as a result of the way the changed person perceives themselves in relationship to the influencer, other people and society in general. Three areas of social influence are conformity, compliance and obedience. Conformity is changing how you behave to be more like others. This plays to belonging and esteem needs as we seek the approval and friendship of others. Conformity can run very deep, as we will even change our beliefs and values to be like those of our peers and admired superiors. Compliance is where a person does something that they are asked to do by another. They may choose to comply or not to comply, although the thoughts of social reward and punishment may lead them to compliance when they really do not want to comply. Obedience is different from compliance in that it is obeying an order from someone that you accept as an authority figure. In compliance, you have some choice. In obedience, you believe that you do not have a choice. Many military officers and commercial managers are interested only in obedience. http://changingminds.org/explanations/theories/social_influence.htm
https://en.wikipedia.org/wiki/Social_influence
‘Certainly, social media has at time been seen as a tool to increase customer loyalty and increase repeat purchases through customer retention. But there are clear examples of when social media is used to generate brand awareness through viral content or paid advertising on Facebook, for example.Not seeing the potential of social media as a sales tool or to reach new audiences overlooks three key features; great content with a viral nature, making the most of the algorithms, paid promotion, and active interaction and outreach. As people’s relationship with social media has evolved, we’re increasingly seeing brands use social media to leverage the power of influencers and achieve or amplify PR coverage. https://www.jcsocialmedia.com/social-media-theory/
TRADITIONAL THEORY APPLIED TO SOCIAL MEDIA
https://www.researchgate.net/publication/289993214_Does_Traditional_Advertising_Theory_Apply_to_the_Digital_World_A_Replication_Analysis_Questions_the_Relevance_Of_the_Elaboration_Likelihood_Model
https://www.research-live.com/article/news/new-study-questions-relevance-of-traditional-advertising-theory/id/5001732
"The world has changed radically since those days of mass-media dominance. And, advertising has changed as well. The onus is on the marketing-research industry and academia to question advertising theory: when everything around it has changed, why should any particular theory stay the same? And if advertising theory is not questioned, subsequent advertising research will become increasingly irrelevant.”
https://www.warc.com/NewsAndOpinion/News/36067?
Gayle Kerr, Don Schultz, Philip Kitchen, Frank Mulhern and Park Beede, Does Traditional Advertising Theory Apply to the Digital World? A Replication Analysis Questions the Relevance of the Elaboration Likelihood Model,
https://www.warc.com/Content/330a03d8-7310-48ed-88eb-c01120714dfd
OTHERING RESEARCH
'Othering is the process of casting a group, an individual or an object into the role of the ‘other’ and establishing one’s own identity through opposition to and, frequently, vilification of this Other. The Greeks’ use of the word ‘barbarian’ to describe non-Greeks is a typical example of othering and an instance of nationalism avant la lèttre. The ease with which the adjective ‘other’ generated the verb ‘to other’ in the last twenty years or so is indicative of the usefulness, power and currency of a term that now occupies an important position in feminist, postcolonial, civil rights and sexual minority discourses. Othering is a process that goes beyond ‘mere’ scapegoating and denigration – it denies the Other those defining characteristics of the ‘Same’, reason, dignity, love, pride, heroism, nobility, and ultimately any entitlement to human rights. Whether the Other is a racial or a religious group, a gender group, a sexual minority or a nation, it is made rife for exploitation, oppression and indeed genocide by denying its essential humanity, because, as the philosopher Richard Rorty put it, “everything turns on who counts as a fellow human being, as a rational agent in the only relevant sense – the sense in which rational agency is synonymous with membership of our moral community” http://www.yiannisgabriel.com/2012/09/the-other-and-othering-short.html
After research the theory of othering is still slightly confusing, therefore more research will need to be done to this area (ask amber, visit library).
COP3 - Essay - Instagram Advertising
instagram Advertising
One of the main points the essay discussed and concludes is the importance of a cross-media campaign be built for each channel. Rather than just applying the same content over the channels, it needs to be created to integrate. To do this effective over the platforms in-depth specific research into the benefits, current advertising capability, the user experience needs to be considered. The outcome needs to be based on how the consumer engages with each individually, suit the uses to take advantages of these.
Gary Vaynerchuk points -
sponsored post
These are similar to Facebook and tweet paid for placed into the target markets feed.
filters
Again very similar to Facebook and Snapchat lences
boomerang
-small quick videos
-recored over the camera lenses
stickers
-very similar to snapchat stickers
-work heavy/image heavy
-bright
-include hashtags/locations/data
-links to season/themes
-range of different stickers
-flat none detailed design
-smaller range snapchat
COP3 - Essay - Snapchat Advertising
Snapchat Advertising
One of the main points the essay discussed and concludes is the importance of a cross-media campaign be built for each channel. Rather than just applying the same content over the channels, it needs to be created to integrate. To do this effective over the platforms in-depth specific research into the features, current advertising capability, the user experience needs to be considered. The outcome needs to be based on how the consumer engages with each individually, suit the uses to take advantages of these.
Snapchat was discovered in the research to be one of the main sites the targeted audiences use, on facebook and twitter. Do to this the campaign needs to cover this site, indepth and take advantage of its features.
AUDIENCE TARGETING METHODS SIMILAR TO FACEBOOK
FEATURES OF SNAP CHAT -
LENSES
These apply to users faces, these move with the user and allows them to apply imager to their faces then share this with their friends/followers.
-visual based
-allows audience engagement
-allows the audience to be part of the brand
-lighthearted/fun to engage with
-applies images/alteration to users faces
-direct use
-allows the audience to be part of the campaign, apply the campaign to their face
-interactive/moving image
FILTERS
Lenses are interactive, they allow the user to apply it to their face then capture the image, whereas filter applies to already taken images. This often related to a place, time or event, the user can apply the filter to this image to show the connection to the event. The can be made to fit an intended area, only those in that area can apply them or can be created to be applied worldwide.
-flat image/design
-applied to an already created image
-allows users to group their images with an event/place
-can be edited for different places
-creatively designed
-brands an image
-set layout/placement/size
STICKERS
The sticker is an image feature of the snapshot, as with the filters the user can apply the stickers to an already taken image only. These are designed to apply to the image without a background, they can also be changed shape/size/placed wherever the user intends. The difference between the stickers and filters is there is a wider range of stickers, they have more design control with the placement and size of stickers, also these are shared worldwide not in one area.
use -
-bight colors
-simple flat images
-works small
-links to pop culture/common language on these sites
-sets created
-designed to be colorful/stand out
-high-quality image
-no responcive
-applied over a taken image
SUCCESSFUL CAMPAIGNS -
Taco Bell – Cinco de Mayo
Taco Bell got a lot of press when they created a filter for Cinco de Mayo
-CREATED A INTERESTING FILTER, INCLUDED LOGO, GOT IT SHARED, RAISED BRAND AWARENESS
-MATCHED BRANDS TONES/PLAYFUL
-TARGETED THE YOUNGER AUDIENCE
-FIT WITH THE NATURE OF THE APP
- POST ABOUT IT OVER OVER SOCIAL MEDIA/CROSS PLATFORMS
X-Men: Apocalypse – Movie Promotion
X-Men did a massive takeover on May 23, to help promote the release of the new X-Men: Apocalypse movie. They didn’t just create one sponsored filter, they created ALL of them. Every filter, for the entire day on Snapchat, was related to X-Men. Analytics haven’t been released yet, but if their numbers mirror those of Taco Bell, they would have received around 1.5 Billion views!
-CREATE A RANGE OF FILTERS, USERS SHARED ALL THE DIFFERENT ONES, SHARE LOGO WITH THE IMAGES
-include logo so when shared with the brand too
-fit the benefit of the site with the movie/the characters
-made it more interactive than normal, gives a choice
-gives the consumer more choice, whilst appealing to a larger audience
-more personal to the consumer
-more changes to share could share with each character, rather than just once
Sphero from Star Wars – Toy Launch
Star Wars utilized influencers on Snapchat to promote their new toy, Sphero, during the holiday season. One of the influencers they worked with, Shaun McBride, gets 2 million Snapchat views every day. According to the Wall Street Journal, the toy sold out in a matter of hours and their campaign got 10 million views.
https://youtu.be/g0edK5jRBwk
-USED A INFLUENCER TO SHARE CONTENT ON THEIR PROFILES, SEEN BY A LARGER AUDIENCE OF THEIR FOLLOWERS
-USE INFLUENCERS ON THIS SITE TOO
Terminator: Genisys – Movie Promotion
To promote the release of the new Terminator movie last year, a custom filter was created. Users were able to overlay the filter onto themselves or their pets. Smartly, Arnold Schwarzenegger also promoted this on Facebook. His Facebook post about the custom Snapchat filter received 3,000 shares and 55,000 likes. Cross-promoting onto other platforms is a good way to increase your organic reach with not much extra effort.
-CROSS-PLATFORM ADVERTISING WORKS WELL
-CELEBRITY PROMOTION
-CELEBRITY THAT LINKS
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