Social Media Marketing Gives Brands Measurable Long-Term Benefits
January 6, 2012
In a study by BzzAgent, the long-term effects of social media marketing were put into metrics that the numbers-hungry executives are sure to notice. At least, we hope they notice — and listen.
According to the study, social media marketing campaigns generate an immediate boost in the likelihood that consumer packaged goods brand advocates would recommend a brand to other people. Purchase intent also gets an immediate bump among brand advocates after exposure to a social media campaign.
However, those are results that brand managers have been showing to executives for some time now. The significant findings in this study come from the long-term effects that social media campaigns have on brand advocates.
First, let’s take a look at the data from the study related to the likelihood that U.S. brand advocates would recommend a consumer packaged goods brand before and after exposure to a social media campaign. Data was obtained between summer 2010 and summer 2011:
- Pre-campaign = 39% likely to recommend the brand
- Immediately post-campaign = 61% likely to recommend the brand
- 3 months post-campaign = 57% likely to recommend the brand
- 6 months post-campaign = 57% likely to recommend the brand
- 9 months post-campaign = 56% likely to recommend the brand
- 1 year post-campaign = 55% likely to recommend the brand
Next, you can see how the purchase intent of U.S. consumer packaged goods brand advocates was affected before and after exposure to a social media campaign during the same time period — summer 2010 to summer 2011:
- Pre-campaign = 38% said they would purchase
- Immediately post-campaign = 69% said they would purchase
- 3 months post-campaign = 69% said they would purchase
- 6 months post-campaign = 64% said they would purchase
- 9 months post-campaign = 63% said they would purchase
- 1 year post-campaign = 61% said they would purchase
As eMarketer points out, this data shouldn’t be used as a barometer for how all social media campaigns will perform. However, next time you’re trying to convince your leadership team to devote a portion of the marketing budget to social media marketing, this data can help you demonstrate the positive effects that social media campaigns can have.
The important thing to remember is just as not every television ad or print ad will deliver optimum results, neither will every social media campaign. However, if you’re not experimenting and trying to learn the best ways to connect with your audience, particularly brand advocates, and motivate them to recommend your brand and purchase it via social media marketing, you’re missing an opportunity that your competitors are happy to take from you. Is that an opportunity your executives are willing to miss by leaving social media out of the marketing budget?
Image: Brian Wilkins
Apple Surpasses Walmart in Online Shoppers
December 23, 2011
Walmart might be one of the biggest retailers in the world, but Apple is the company with the most online shoppers as of November 2011 according to comScore (as reported by Ad Age).
There is one thing that’s pushing Apple ahead of Walmart — iTunes. Of the 79 million unique visitors to the Apple website from the United States in November, 30% of them came for the iTunes digital content store.
Digital content sales are exploding everywhere, and it’s a trend that’s going to continue to grow. Consumers are purchasing more digital content, including music, television shows, movies, and books than ever. With the skyrocketing sales of the iPad and similar tablet devices, more and more consumers are shifting their media consumption habits to digital content every day.
comScore reports that ecommerce sales are up by approximately 15% over a year ago, but digital content sales are up twice as much. In fact, Ad Age reports that December 25th has been dubbed “Download Day” because so many people are looking for content for the devices they received as Christmas gifts that day. Between December 25th through January 1st is the period each year when the most most digital downloads occur.
The rise of Apple’s iTunes traffic and download sales shouldn’t be surprising to anyone. What’s surprising is that so few competitors are making headway against Apple and the iTunes store. It will be interesting to look at these statistics again next year at this time to see how Apple and competitors are doing in the download market.
Another interesting point to consider is the overall trend toward digital content consumption and how that shift will affect download sales throughout the year. There’s no going back now. Digital is here to stay. Can another company compete with Apple in the short-term? Now is the time for someone to make a move.
What do you think? Who can give Apple a run for the money? Leave a comment and share your thoughts.
Image: Flickr
Brands Create Unique Print Ads with QR Codes
November 23, 2011
Quick response codes (QR codes) are hot these days and brands are doing some really creative things with them in an effort to discover how best to use the technology to drive buzz and sales. Open a magazine, and you’re likely to find many ads with QR codes in them. However, simply displaying a QR code isn’t always enough to motivate people to use it. There needs to be a hook to move people to action.
Metrokane manufactures household products, including wine accessories. In an effort to creatively demonstrate how some of those wine products work, the company created a campaign that used strategically placed print ads, QR codes, and mobile apps.
Check it out in the three ad samples below. Each ad includes a message that says, “Scan the code and place your phone within the dotted area.” Instantly, there is sense of curiosity. When people do scan the code and place their phones in the dotted area in each ad, they’re rewarded with a demonstration of the product in action.
Clever copy taps into an emotional trigger that wine drinkers are likely to relate to. For example, the Upright Rabbit cork remover ad says, “Simple stopper. Aggravation dislodger.” The Electric Rabbit cork remover ad says, “Automatic cork/frustration remover.” Anyone who has ever struggled to remove a cork from a bottle of wine will relate to these messages!
Click each image to view a larger version with legible copy via Ads of the World.
Overall, this is a great example of how to use QR codes within offline media — no website required! The lesson to learn from the Metrokane ad campaign example is simple. Instead of just using QR codes to send consumers to your website or Facebook Page, think about how you can use them to enable your brand to interact with consumers within the media experience they’re already having — instantly.
What do you think of the Metrokane print ad campaign? Leave a comment and share your thoughts.
Coca-Cola Launches National QR Code Program in the United States
November 19, 2011
Together, Coca-Cola and the World Wildlife Federation are are finding creative ways to raise awareness about the conservation efforts taking place to help polar bears in the Arctic. Using a QR Code, an iPad and iPhone app, and Facebook, Coca-Cola has created a social game complete with prizes (including iPads) and a cause marketing connection.
Consumers can join the game by visiting a local 7-Eleven store where they can scan the QR code on cups in the store to download the Snowball Effect by Coca-Cola app to their iPhones or iPads. The app is also available in the iTunes store. Once the app is installed and connected to Facebook, players can start playing the entertaining snowball-throwing game.
The game is actually very simple. The more you play, the bigger your snowball gets and the better you can protect the polar bear’s home in the game. that means more points and better chances for prizes. Alternately, players can become members of 7-Eleven’s Slurpee Rewards program to get additional points by scanning QR codes on select Coca-cola product packaging.
7-Eleven will award the eight iPad prizes each week to players with the highest cumulative scores. After the final week of the campaign, eight randomly selected players will each get an iPad and the single player with the highest cumulative score will win a trip for 2 to the Arctic to see polar bears in their natural habitat.
Players can play alone in a practice mode, challenge their Facebook friends, or accept challenges from others, which adds a social element to the game. There is also a link in the app that leads directly to the World Wildlife Federation page where players can donate money to help with polar bear conservation. Coca-Cola will match all donations dollar-for-dollar up to $1 million.
The reviews for the app and game from players are positive so far, and the campaign is generating a lot of buzz. That’s great for Coca-Cola, 7-Eleven, the World Wildlife Federation, and polar bears!
Dubbed the Arctic Home campaign, this is a great example of how multiple brands can work together to create a meaningful social media campaign that integrates online and offline marketing as well as cause marketing strategies. Kudos to Coca-Cola, 7-Eleven, and the World Wildlife Federation for getting it right.
What do you think of the Arctic Home campaign? Love it or hate it? Leave a comment and share your thoughts.
Image: Slurpee.com
New Ivory Soap Logo and Ad Campaign Demonstrates the Power of Brand Focus
November 16, 2011
Ivory soap debuted in 1879 as an American soap to compete against expensive, luxury soaps from Europe. For nearly a century, Ivory soap has used a tagline (in one variation or another) that identifies Ivory as 99.44% pure — so pure, it floats! A logo refresh, new package design, and ad campaign created by Wieden+Kennedy, was intended to reinforce consumers’ focus on the pure message in a clean and simple way.
First up, the new logo is certainly simple as you can see in the image below. Honestly, it seems too generic, but where this brand refresh shines is in the advertising creative.
According to the description of the brand refresh on the Wieden+Kennedy website:
“The inspiration for this campaign came from the observation of how, over the years, in an effort to make life simpler, we have somehow made life more complicated. Taking a humorous look at what are called “Ivoryisms” – these honest truths include a series of simple and straightforward messages that reintroduce Ivory’s perspective on keeping things clean and simple.”
You can see some of those “Ivoryisms” in the print ad samples below.
These bold and simple messages are excellent. They capture people’s attention and represent things people can relate directly to in their own lives. There is no doubt that the “loofah” ad above will strike a chord with a specific target market (for example, men). Another hits people where it counts — their wallets, and a third is likely to resonate with audiences who don’t like overly-fragrant soaps that smell like perfumes.
The video element of the advertising campaign is equally simple. Again, the Ivoryisms take center stage with no visual distractions or cluttered messaging. Two samples are included below.
Focused brands are powerful brands, so it makes sense that Ivory would contract its brand focus to its original brand promise of purity. That clean and simple message says it all, and in today’s overflowing soap aisle at the supermarket, a pure, clean, and simple soap is just what many customers are looking for.
What do you think of the Ivory brand refresh?
Images: WK.com
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