Thursday, March 1, 2012
Facebook's New, Entirely Social Ads Will Recreate Marketing
Reprinted from Fast Company
BY E.B. BoydThu Feb 23, 2012
Leaked documents show Facebook making a radical departure from traditional online display advertising into a world where ads are conversations and brands automatically tell you which of your friends are already on their side.
Facebook appears ready to launch a new set of premium ad units, and, based on a review of documents which purport to describe them, the social network would seem to be doubling down on two core principles that mark fundamental departures from traditional advertising.
First, Facebook is making the new ads social by default, meaning they will automatically show users when their friends have already Liked the advertiser. And the new formats will draw their content exclusively from posts to brands' Facebook Pages, rather from advertising copy written independently.
Combined, these features make two statements about where Facebook believes the future of online advertising lies--at least in its particular universe. It is saying that ads based on content, rather than messaging, have a better chance of hitting home, and that ads involving tacit endorsements from the people you know have a better chance of capturing your attention.
"When people hear about you from friends, they listen," the Facebook materials say. "We'll expand your ad with stories from friends who have already connected." ("Stories" is Facebook's shorthand for a wide varitey of interactions on the site. In the case of ads, it seems to refer to the fact that the ads will display which of a viewer's friends have Liked the brand.)
Facebook has not commented publicly on the new ads (presumably they will discuss them at a marketing launch event in New York next week). But the materials describing the new units were posted to Scribd earlier this week. The news was first reported on GigaOm. The documents are below.
BY E.B. BoydThu Feb 23, 2012
Leaked documents show Facebook making a radical departure from traditional online display advertising into a world where ads are conversations and brands automatically tell you which of your friends are already on their side.
Facebook appears ready to launch a new set of premium ad units, and, based on a review of documents which purport to describe them, the social network would seem to be doubling down on two core principles that mark fundamental departures from traditional advertising.
First, Facebook is making the new ads social by default, meaning they will automatically show users when their friends have already Liked the advertiser. And the new formats will draw their content exclusively from posts to brands' Facebook Pages, rather from advertising copy written independently.
Combined, these features make two statements about where Facebook believes the future of online advertising lies--at least in its particular universe. It is saying that ads based on content, rather than messaging, have a better chance of hitting home, and that ads involving tacit endorsements from the people you know have a better chance of capturing your attention.
"When people hear about you from friends, they listen," the Facebook materials say. "We'll expand your ad with stories from friends who have already connected." ("Stories" is Facebook's shorthand for a wide varitey of interactions on the site. In the case of ads, it seems to refer to the fact that the ads will display which of a viewer's friends have Liked the brand.)
Facebook has not commented publicly on the new ads (presumably they will discuss them at a marketing launch event in New York next week). But the materials describing the new units were posted to Scribd earlier this week. The news was first reported on GigaOm. The documents are below.
Wednesday, February 22, 2012
Are sales at your company dependent on Tom or Fred?
Your Sales Department can
Harness the Power of "Results-Driven Marketing"
You know that the best time to talk to your prospects and leads are just after you have made a pitch. You want to close that deal. To The Point Marketing specializes in results-driven marketing messages. That means we send the right message to the right person at the right time... like...just when a prospect is ready to buy...
Do you have a "Hope and Wait" sales department?
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Our friend Fred works at a sales job. Poor Fred, he pitches his potential customers and then he sits and waits. He has such high hopes that they will call. Fred hasn't been back to see that prospect in 3 weeks. His sales manager hopes Fred has added that prospect to the sales funnel...Fred will wait for the decision about buying. Fred hopes they like the proposal. Fred hopes he will remember to call in a few months. Fred hopes his potential customers see the company ads in the newspaper. Everybody is hoping and waiting for customers to call back.
Do you have a Results-Driven Sales "System?"
Our friend Tom works in sales too. His company uses To The Point Marketing as their agency. To The Point built their sales team a "System" that welcomes all the new leads Tom meets around town. "The System" was designed to support Tom when he has a hot prospect. After a sales call, Tom knows his prospects will be thanked for their consideration. Tom's hot leads will go into the marketing database and his boss can analysis those leads, determine who's ready to buy, and send Tom in for a follow up when the time is right. Tom's prospects will hear from him regularly and be reminded that the company would love them as a customer. If a sale doesn't go through, Tom's prospect will be asked 'What could we have done to earn your business?" And, when Tom makes a sale, his new customer is automatically asked for a friend-referral and a social media connection, and an up-sell. Tom LOVES working in sales.
The experts at To The Point Marketing can show you how to go from
"Hope and Wait" to "Results Driven" Sales.
Get those prospects and leads qualified and closed. Call us today.
The marketing experts at To The Point will build your business a tremendously profitable, customized "System" that sends the right message to the right person, at the right time, so customers buy from you and not your competition. The "System" gives your business the power of smart, timely, data-driven, marketing that drives more profit to your bottom line.
We are the leader in data-driven marketing messaging. Contact us for a consultation. You'll be glad you did. 603.772.1220.
Harness the Power of "Results-Driven Marketing"
You know that the best time to talk to your prospects and leads are just after you have made a pitch. You want to close that deal. To The Point Marketing specializes in results-driven marketing messages. That means we send the right message to the right person at the right time... like...just when a prospect is ready to buy...
Do you have a "Hope and Wait" sales department?
.jpg)
Do you have a Results-Driven Sales "System?"Our friend Tom works in sales too. His company uses To The Point Marketing as their agency. To The Point built their sales team a "System" that welcomes all the new leads Tom meets around town. "The System" was designed to support Tom when he has a hot prospect. After a sales call, Tom knows his prospects will be thanked for their consideration. Tom's hot leads will go into the marketing database and his boss can analysis those leads, determine who's ready to buy, and send Tom in for a follow up when the time is right. Tom's prospects will hear from him regularly and be reminded that the company would love them as a customer. If a sale doesn't go through, Tom's prospect will be asked 'What could we have done to earn your business?" And, when Tom makes a sale, his new customer is automatically asked for a friend-referral and a social media connection, and an up-sell. Tom LOVES working in sales.
The experts at To The Point Marketing can show you how to go from
"Hope and Wait" to "Results Driven" Sales.
Get those prospects and leads qualified and closed. Call us today.
Don't wait. Let us customize a data-driven marketing communication program for your business.
We are the leader in data-driven marketing messaging. Contact us for a consultation. You'll be glad you did. 603.772.1220.
Marketers fail to deliver real-time customer-targeted brand experiences
The Challenges of Cross-Channel Data Integration
FEBRUARY 21, 2012, eMarketer
Increased consumer demand for more personalized and relevant brand experiences has made customer segmentation and targeting an imperative for companies.
According to a November 2011 survey from Acxiom and DIGIDAY, though the majority of US advertisers and agencies were able to identify and segment their customer base, few were capable of doing so in a way that delivers a personalized experience in real time and across multiple channels.
More than half (58%) of advertisers and 39% of agencies said they were able to track and segment their best customers. However, agencies were more than twice as likely (12%) to be able to incorporate both online and offline data into the segmentation process, compared to just 5% of advertisers capable of this more advanced approach.
By segmenting customers, brands can create the more personalized, relevant experience that consumers now demand—especially from retailers. April 2011 data from the e-tailing group and MyBuys showed 50% of US cross-channel shoppers expect to be offered promotions or merchandise that reflect their past online shopping behavior and purchases. More importantly, 46% of shoppers reportedly would buy more from retailers that personalized the shopping experience across channels.
To accomplish the goal of delivering a truly personalized experience in real time, brands must be able to track activity throughout the customer lifecycle and act on this data immediately across channels. But Acxiom and DIGIDAY found advertisers and agencies have yet to make this work—though many are well on their way.
Less than a third of agencies and 37% of advertisers said they had neither the capability to deliver real-time, personalized customer experiences nor to do so across channels, though nearly half of advertisers and 28% of agencies had the ability to at least perform one of these two tasks.
FEBRUARY 21, 2012, eMarketer
Increased consumer demand for more personalized and relevant brand experiences has made customer segmentation and targeting an imperative for companies.
According to a November 2011 survey from Acxiom and DIGIDAY, though the majority of US advertisers and agencies were able to identify and segment their customer base, few were capable of doing so in a way that delivers a personalized experience in real time and across multiple channels.
More than half (58%) of advertisers and 39% of agencies said they were able to track and segment their best customers. However, agencies were more than twice as likely (12%) to be able to incorporate both online and offline data into the segmentation process, compared to just 5% of advertisers capable of this more advanced approach.
By segmenting customers, brands can create the more personalized, relevant experience that consumers now demand—especially from retailers. April 2011 data from the e-tailing group and MyBuys showed 50% of US cross-channel shoppers expect to be offered promotions or merchandise that reflect their past online shopping behavior and purchases. More importantly, 46% of shoppers reportedly would buy more from retailers that personalized the shopping experience across channels.
To accomplish the goal of delivering a truly personalized experience in real time, brands must be able to track activity throughout the customer lifecycle and act on this data immediately across channels. But Acxiom and DIGIDAY found advertisers and agencies have yet to make this work—though many are well on their way.
Less than a third of agencies and 37% of advertisers said they had neither the capability to deliver real-time, personalized customer experiences nor to do so across channels, though nearly half of advertisers and 28% of agencies had the ability to at least perform one of these two tasks.
Is marketing science or art?
Truth is, marketers increasingly need to span the two. Aberdeen Group research shows that marketers that diligently use science are able to generate the most value from their art. For example, organizations that use predictive analytics generate a click-through rate 75% higher than those that do not.
Let us build you a tremendously profitable system that customizes the right message to the right person, at the right time. The "System" gives your business the power of smart, timely, data-driven marketing and profitable social media connections.
We are the local leaders in marketing messaging. Contact us for a consultation. You'll be glad you did. 603.772.1220.
Let us build you a tremendously profitable system that customizes the right message to the right person, at the right time. The "System" gives your business the power of smart, timely, data-driven marketing and profitable social media connections.
We are the local leaders in marketing messaging. Contact us for a consultation. You'll be glad you did. 603.772.1220.
Friday, February 17, 2012
Tom and Fred Visit the Health Club
The experts at To The Point Marketing can show you how to go from "Hope and Wait" - to "Results Driven" Marketing that gets those customers coming back for more.
Harness the Power of "Data-Driven Marketing"
No matter what your business, the best time to talk to your customers and your potential customers is before they leave and go somewhere else. You want them coming back to you, not leaving for your competition. To The Point Marketing specializes in data-driven marketing messages. That means we send the right message to theright person at the right time... Before customers get ready to leave...
"Hope and Wait" Marketing
Our friend "Fred" belongs to a health club. Poor Fred, he had such high hopes for himself on January 1st. Now Fred hasn't been to his gym in 3 weeks. His health club hopes he comes back soon, or he'll be at risk for cancelation....they'll wait for him to make a decision about staying. They hope he likes the new gym. They hope he comes back soon. When he cancels, they hope he sees their ads in the newspaper next year.
Or...
"Data-Driven" Marketing
Our friend "Tom" joined the gym in January too. There he is at the gym with other fit people. Good thing the gym has To The Point Marketing as their agency. To The Point built the gym a 'System" that thanked Tom and surveyed him on his experiences so far. Tom will be asked for a friend-referral, and a social media connection. Tom will be rewarded for that referral with a coupon for drinks and T-shirts and personal training. Tom will receive an inpirational prompt every time he goes 2 weeks without a visit. Tom will be reminded when his membership is due to expire, 30 days in advance. 
Tom will receive tips on how to increase fitness. Tom will be sent a special offer when it's time for him to renew. Tom LOVES his gym.
The marketing experts at To The Point will build your business a tremendously profitable, customized "System" that sends the right message to the right person, at the right time, so customers buy from you and not your competition. The "System" gives your business the power of smart, timely, data-driven, marketing that drives more profit to your bottom line.
We are the leader in data-driven marketing messaging. Contact us for a consultation. You'll be glad you did. 603.772.1220.
No matter what your business, the best time to talk to your customers and your potential customers is before they leave and go somewhere else. You want them coming back to you, not leaving for your competition. To The Point Marketing specializes in data-driven marketing messages. That means we send the right message to theright person at the right time... Before customers get ready to leave...
"Hope and Wait" Marketing
Our friend "Fred" belongs to a health club. Poor Fred, he had such high hopes for himself on January 1st. Now Fred hasn't been to his gym in 3 weeks. His health club hopes he comes back soon, or he'll be at risk for cancelation....they'll wait for him to make a decision about staying. They hope he likes the new gym. They hope he comes back soon. When he cancels, they hope he sees their ads in the newspaper next year. Or...
"Data-Driven" Marketing
Our friend "Tom" joined the gym in January too. There he is at the gym with other fit people. Good thing the gym has To The Point Marketing as their agency. To The Point built the gym a 'System" that thanked Tom and surveyed him on his experiences so far. Tom will be asked for a friend-referral, and a social media connection. Tom will be rewarded for that referral with a coupon for drinks and T-shirts and personal training. Tom will receive an inpirational prompt every time he goes 2 weeks without a visit. Tom will be reminded when his membership is due to expire, 30 days in advance. 
Tom will receive tips on how to increase fitness. Tom will be sent a special offer when it's time for him to renew. Tom LOVES his gym.
Don't wait. Let us customize a data-driven marketing communication program for your business.
The marketing experts at To The Point will build your business a tremendously profitable, customized "System" that sends the right message to the right person, at the right time, so customers buy from you and not your competition. The "System" gives your business the power of smart, timely, data-driven, marketing that drives more profit to your bottom line.
We are the leader in data-driven marketing messaging. Contact us for a consultation. You'll be glad you did. 603.772.1220.
Tuesday, February 14, 2012
Multichannel Campaigns Increase Reach, Branding Potential
eMarketer
FEBRUARY 14, 2012
Marketers who make the most of consumer media habits stand to benefit
Changes in US media consumption habits have brands reevaluating their
multichannel marketing programs. Marketers continue to combine channels with the purpose of achieving maximum reach, but as multiple digital devices become staples of US daily life, traditional media such as TV, print and radio are no longer the only channels offering marketers mass exposure.
“The proliferation of digital devices and channels provides marketers more ways to reach an audience,” said Lauren Fisher, eMarketer writer/analyst and author of the new report, “Multichannel Marketing: Making the Most of Multiple Screens.” “But as media multitasking has become a common way for people to cram more media minutes into the day, multichannel marketers are finding reach alone is no longer as effective. To compete for consumers’ time and divided attention, brands must also find ways to better resonate with their audiences.”
July 2011 data from Yahoo! and advertising agency Razorfish revealed that while watching TV, 66% of US mobile device owners multitasked on their laptop or desktop PC on a daily basis. In addition, 49% used their web-enabled mobile phone daily when watching TV.
Meanwhile, marketers who look to extend the consumer viewing experience across screens benefit from greater incremental reach and exposure. For example, Nielsen found half of US consumers exposed to a TV ad featuring a sports sedan recalled viewing the advertisement. But when consumers were exposed to the ad across multiple screens (their TV, computer, mobile phone and tablet), that percentage jumped to 74%, providing a 48% lift in ad recall.
“Building a successful multichannel marketing campaign requires the right mix of channels that offer brands the ability to reach and engage consumers,” said Fisher. “In the US, media penetration and consumer media habits offer insight into which digital channels should be combined with other mass media to drive distinct branding and direct-response objectives.”
FEBRUARY 14, 2012
Marketers who make the most of consumer media habits stand to benefit
Changes in US media consumption habits have brands reevaluating their
multichannel marketing programs. Marketers continue to combine channels with the purpose of achieving maximum reach, but as multiple digital devices become staples of US daily life, traditional media such as TV, print and radio are no longer the only channels offering marketers mass exposure.
“The proliferation of digital devices and channels provides marketers more ways to reach an audience,” said Lauren Fisher, eMarketer writer/analyst and author of the new report, “Multichannel Marketing: Making the Most of Multiple Screens.” “But as media multitasking has become a common way for people to cram more media minutes into the day, multichannel marketers are finding reach alone is no longer as effective. To compete for consumers’ time and divided attention, brands must also find ways to better resonate with their audiences.”
July 2011 data from Yahoo! and advertising agency Razorfish revealed that while watching TV, 66% of US mobile device owners multitasked on their laptop or desktop PC on a daily basis. In addition, 49% used their web-enabled mobile phone daily when watching TV.
Meanwhile, marketers who look to extend the consumer viewing experience across screens benefit from greater incremental reach and exposure. For example, Nielsen found half of US consumers exposed to a TV ad featuring a sports sedan recalled viewing the advertisement. But when consumers were exposed to the ad across multiple screens (their TV, computer, mobile phone and tablet), that percentage jumped to 74%, providing a 48% lift in ad recall.
“Building a successful multichannel marketing campaign requires the right mix of channels that offer brands the ability to reach and engage consumers,” said Fisher. “In the US, media penetration and consumer media habits offer insight into which digital channels should be combined with other mass media to drive distinct branding and direct-response objectives.”
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