Customer Listening Blog

The best advertising? ... Genuine Conversation, a trial from Nestlé offering to Twittt from ad units directlly

Laurent Flores - crmmetrix — Fri, 12 Jun 2009 06:33:11 +0200

We often the best advertsing comes from peopel talking about the product naturally... an interesting iniatiative from Nestlé (reported from AdAge).

New Campaign From Nestle Encourages Users to Post Twitter Messages From Display Ads

by Michael Learmonth
Published: June 10, 2009

NEW YORK (AdAge.com) -- Nestle's Juicy Juice isn't the first brand to try to integrate Twitter in to an ad campaign (see Skittles and TurboTax). But it may be the first to allow users to post tweets within an ad unit that can appear anywhere on the web.

Juicy Juice's Twitter display ad

Juicy Juice is testing the unit, from SocialMedia, for one month on mom-targeted sites BabyCenter and CafeMom. The units ask questions such as "How do you stimulate your child's mind?" or "How important are vitamin-enhanced foods to you?" and users can answer the queries as short messages, or tweets, directly in the ad.

If users are logged on to Twitter, the answers will be posted to the ad directly; otherwise users are first directed to Twitter.com to sign in. Posts, which also appear in users' Twitter feeds with a "hashtag" (the symbol #, used to group keywords or events for simpler searches on the site) are moderated by Nestle, but there's the option for that to be turned off.

Clicking on the ad unit, meanwhile, takes the user to Juicy Juice's YouTube site, which is chock-full of helpful videos, including a scary one about how many more germs per inch are on a water fountain than your average toilet seat.

The difference between this campaign, dubbed "Twitter Pulse" by SocialMedia, and other recent attempts is that it allows a conversation to be instigated by -- or occur within -- the ad unit, rather than just syndicating tweets already posted on Twitter.

"The ad unit is paid placement but the additional impressions are effectively earned media," said Seth Goldstein, CEO of SocialMedia, a technology company, noting that the hashtag then reaches the follower base of those who have entered tweets, and potentially sparks more attention and conversation.

SocialMedia is tracking a number of metrics for Juicy Juice, including traditional views and click-through rates but also number of tweets posted and the number of followers exposed to the hashtag on Twitter. Like other executions with Twitter, there is no revenue involved with the microblogging service, but, as Mr. Goldstein pointed out, it could be a potential source of new sign-ups and increased usage.

Brands grab 9% of all terms searched in Europe

Laurent Flores - crmmetrix — Fri, 22 May 2009 11:27:48 +0200

An interesting studyf rom bigmouthmedia reported that brands in Europe take 9% all searched terms, although there are differences between countries, this shows again that branding has never been so important to "signal" quality and drive consumer's expectations and desires. To view main results of the stuy.

Customer Centricity: the way out for the Press industry?

Laurent Flores - crmmetrix — Wed, 06 May 2009 15:41:41 +0200

I've been thinking for many years, althought not a media expert myself, that the only way out for traditional media (vs digital media) is to be customer-centric... In fact, I've been arguing that rather than managing "audiences" (I really think by the way that the term is dull, like "respondents" rather than "people" for market researchers), they should manage, nuture relationship to grow their brands... And indeed they have fantastic brands... The problem is that Press experts may not really know the value of their brands, not from an audience standpoint, not from the dollars it generates in advertising BUT from the customers/readers view point... I guess that one way out is to attract digital marketers to the press industry to help this shift...

The irony is that advertsing agencies that also face the same pain and stress that their clients impose due to budgets cut are now also telling press and media digital people that they should better manage their brands..of course I fully agree but the irony is that it comes from "middle men" that have also facing challengnes to reinvent their businesses by being more customer centric to drive positive buzz for the client's brands... Read the following article from AdAge to see what I mean, Publicis CEO recommending to magazines to really pay attention to their brands... Interesting and funny no?

In the same issue of Ag Age, John King from Fallon recommend advertisers to Build Generous Brands (we may need to be "kings" to share?)... I like the term as it really gets in the bigger question of value creation for brands and companies...It seems that we enetred a period where remarkable brands in the coming yeras that are able to share part of what they create (and their profits) with the communities they serve... This is I think a huge idea that is worth talking, shaping, sharing and putting in action for brands...

Any thoughs on this?

P&G and Coca-Cola Keep spending up despite recession

Laurent Flores - crmmetrix — Fri, 24 Apr 2009 17:07:16 +0200

The clear way to go as all academic research available shows that big brands should continue to spend and innovate to win consumer confidence specifically in down times.

Below an article sourced from WARC that provides some empirical evidence of this.

VALENCIA: Procter & Gamble, the consumer goods company, and Coca-Cola, the soft drinks giant, will continue to spend on advertising in the downturn, but both firms are also placing a greater emphasis on innovation and efficiency.

Bernhard Glock, P&G's vice president of global media and communications, argued the world's biggest advertiser is "committed to continue spending behind its branding efforts."

Among other initiatives, it will also aim to double its outlay on innovative and sustainable products to $50 billion (€39bn; £35bn) by 2012 according to Glock, who was speaking at the Festival of Media in Valencia.

He added that in the current, rapidly-changing environment, advertisers and agencies must adapt, and also seek to drive the overall transformation rather than "be changed" by external events.

P&G wants to work "hand-in-hand with our agencies," combining increased collaboration with a greater simplicity in decision-making in order to "develop and free up capacity for innovation."

Maarten L. Albarda, Coca-Cola's director of media and communication innovation, said the Atlanta-based beverage-maker was similarly attempting to "nurture" and "protect" its marketing budget, but would also be "keeping investments relatively flat."

As such, he argued that agencies should not to "look at budgets to determine position or relative strength," and also be honest enough to admit when they "can't handle something."

Coca-Cola's marketing strategy for the recession revolves around "connection planning," which Albarda defined as a "360 degree" approach that is "consumer-centric," "media neutral" and "goes across all touchpoints.”

Babs Rangaiah, director of global communications planning at Unilever, also said at the event that the Anglo-Dutch food-to-homecare company was "scanning the globe for ideas and content."

In this vein, she argued that the modern agency – "Agency 2.0" – needs to bring "everything together in the way it comes to the clients with the solutions."

Data sourced from AdAge/Rightbrainleftbrainblog; additional content by WARC staff, 23 April 2009

Google CEO to the Press Industry: Consumers Won't Pay for Most Online News

Laurent Flores - crmmetrix — Sun, 12 Apr 2009 08:32:18 +0200

This interesting article on Adage last week caught my attention and I wonder who really thought that Eric Schimdt, Google CEO, would have said the opposite ?

Since its early days, Google built its business and content on others' content, offering the mass, consumers, you and me, useful information through a "universal platform". This is not going to change any time soon as Google has taught consumers for "Free Stuff". Google is not to blame, the free content model is in Google "genes", the ones that did not really get the Internet early on, and to some extent still now, is the press and media industry, looking at portecting their content, thinking of people as "their audiences" rather than thinking about themseles as ubiqutious branded content and ways to make this content unique enough for consumers to care enough to stick to it and eventually value it to pay for either directly or indirectly. The issue is that the battle is probably over, Google drives massive audience, media websites struggle to make people loyal and make them pay using their traditional advertising and media models. It is even worse now in a troubled economy, at the end you need to follow your consumers, if they are on Google, accept it, this won't change any time soon, only try to master what you have under your reach: Your Brand!

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Google Uses Twitter to Sell Ads

Laurent Flores - crmmetrix — Sat, 04 Apr 2009 08:41:33 +0200

Intuit Is First Marketer to Have Its Tweets Streamed Across AdSense Network

Read this interestintg article about what the future of "conversational advertising" may be...if markets are converstions...make ads converstional.

Thank you to Abbey Klaassen and AdAge for the feed! (published April 2nd 09)

NEW YORK (AdAge.com) -- Twitter may still be tweaking its own business model, but Google has found a way to use the popular microblogging service to sell ads.

The search giant has started offering marketers ad units that stream their five most recent "tweets" across the Google AdSense network. The first marketer to use the ad units is Intuit, whose TurboTax brand is trying to boost its Twitter followers. Intuit used several of the measures available for any AdSense campaign to target the ads, which are running on sites such as Bebo, Facebook, Hi5, MySpace and Alltop. When a user clicks on an ad from Google, it takes them to TurboTax's Twitter page.

"It's syndicating whatever the team that works on the TurboTax Twitter account [@turbotax] posts," said Seth Greenberg, director of marketing at Intuit. When a user clicks on an ad it takes them not to TurboTax.com but to twitter.com/turbotax.

'Conversational vehicle'
The deal with Google also expands the audience for TurboTax's Twitter presence as the ads are syndicated it across the web. After all, while Twitter is growing and had about 7 million unique visitors in February, Nielsen NetView pegs the active digital media universe as 167 million people.

"We could have used this as an acquisition vehicle, but we're looking at it more like a conversational vehicle," Mr. Greenberg said. We're measuring this [in part by] how many followers can we get. Can we get to 100,000 by allowing people to know we're a resource? We're not going to hard sell you on the product, but we want people to know there are lots of people here who can help answer your questions."

The ability to put real-time feeds and data into ad units has existed for years, but one of the technological limitations of this particular execution was that users can't actually click on links that are included in the "tweets," or posts by users. Right now, the feed only pulls from TurboTax's Twitter account, rather than pulling a stream of tweets that mention the brand or tax-related issues. A Google spokesman said it is doing "limited" tests with a "small number of advertisers and publishers."

Not exactly a new concept
The concept of aggregating tweets and syndicating them on web pages isn't new, either, although it's more commonly seen on an individual's blog or other content-based websites than it is within paid-media placements. There are several widgets, blogging tools and independent third-party apps that can be placed on a website or blog to stream tweets organized by user, hashtag or keyword. Earlier this week, Glam Media launched an offering called Tinker.com, which lets advertisers buy ads around events or conversations. For examples, a retailer could buy all Twitter conversations around the Oscars, and those Twitter conversations -- along with the ad -- would show up on sites Glam Publisher Network.

The TurboTax ads are running during the last two weeks of tax season -- crunch time for tax-prep marketers. According to TNS Media Intelligence, Intuit's tax brand spends more than $100 million in 10 weeks. Intuit did not disclose how much it spent on this particular buy or whether the unit was sold at a premium ad rate.

TurboTax spokeswoman Colleen Gatlin mans the Twitter account, along with her public-relations team and Christine Morrison, social-marketing manager at the company. She considers them "enablers" -- they get people's questions to the folks who can provide answers. There are many reasons why the company is on Twitter, she said, but one big reason is that the microblogging site humanizes the brand.

Network effect
"We're raising awareness in the social community that we're here helping consumers," she said. "We make changes based on customer feedback, we're learning about the process."

Mr. Greenberg said he's still trying to work out exactly what a Twitter follower is worth from a marketing point of view, such as whether people have a greater propensity to become a customer when they're following a brand on Twitter or how valuable those customers are. But he's sure one of the advantages to the tool is its network effect.

"We're doing research about people who engage with us but also more interesting are their friends and followers," he said. "People can influence others in their own networks."

Invité du "Buzz" sur LCI

Laurent Flores - crmmetrix — Sun, 08 Feb 2009 18:00:21 +0100

Et oui, le blog, le buzz mènent à tout... et même à télé !

Suite à ma participation au débat de la semaine de la publicité organisée par l'aacc, j'ai eu l'occasion d'être invité à commenter l'actualité du net dans l'émission "Le Buzz" de Damien Givelet et Benoit Gallerey sur LCI.

Une grande expérience, très sympathique, dynamique et instructive. Merci à Damien et Benoit pour leur invitation ! Au plaisir de revenir :) !

Pour voir l'intégralité de l'émission, Le Buzz du 6 Férvier 2009 - LCI

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Se faire entendre quand tout le monde parle

Laurent Flores - crmmetrix — Fri, 06 Feb 2009 18:43:46 +0100

Pour faire suite à ma participation au débat organisé par l'AACC sur la société "hypercommunicante", comment se faire entendre, ce jour Vendredi 6 Février 2009, un bel article dans Les Echos : Téléchargement LesEchos60209

En espérant que le tout participera à la plus grande ouverture des marques au Net !

Merci à Véronique Richebois des Echos et aux autres participants de cette table ronde, Laurent Bliaut, TF1, Joël Palix, Thierry Mugler Parfums et Couture, et bien sûr à Damien Givelet de LCI pour l'animation.

Vous pouvez également visualiser les échanges lors du débat ICI

Excellent we !

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Super Bowl 2009: The Winners

Laurent Flores - crmmetrix — Wed, 04 Feb 2009 11:42:03 +0100

Beyond the acutal result, the Super Bowl is a great example of rolling out push & pull strategies: push with TV ad, pull with the Internet. The overall winners being brands that can engage well beyond the 30" ad and generate buzz online using social media and their brand websites.

I wrote a price about this using last year Super Bown result and showed how the brand website can work as the marketing hub for brand initatives find the white paper here (select the first paper on the list).

A company called, Collective Intelect, provides some learing on the brands that drove the most chatter online after ater airing on TV....and the winner is PEPSI!

Below are the results commented by Collective Intellect.

This year’s Super Bowl generated an enormous amount of online response - arguably due to the ads more so than the game itself, with 3D effects, new logos, and celebrity icons. Collective Intellect determined results within hours after the game. We’ve created a comprehensive report with our findings that we will make available as PDF. Here are a few of the high level metrics:

Pepsi dominated the online conversation during the game. Pepsi alone took 19% of the Top 10 share-of-voice; but when Pepsico products Sobe and Doritos are included, Pepsico accounted for almost 40% of the Top 10. (Gatorade came in at #11)

Coke managed to grab 12% of the Top 10 share-of-voice, despite its ads being pushed to the second half of the game by Pepsi’s purchase of the first half.

Of the five brands with the highest online activity, Audi had the highest “brand affinity/loyalty” association.

Of those same five brands, Sobe had the highest “economical association”, followed by Budweiser and Pepsi.

Transformers 2 was the most popular movie trailer

2009 Super Bowl Advertisers Selected Market Share

Twitter generated a huge response as well, Pepsi again dominating. Check out the top 10 tweets, as of 8 p.m. EST 2/1/09:

Twitter Top Ten

You can get the full report from Collective Intellect blog here.

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Super Bowl 2009: The ads

Laurent Flores - crmmetrix — Mon, 02 Feb 2009 09:52:50 +0100

I did not get the chance to see the game but Ad Age offers the ability to watch all the ads that run during the event, which ones do you prefer ?

To watch the ads : Ad Age Super Bowl 2009 Ads

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Semaine de la Publicité

Laurent Flores - crmmetrix — Fri, 30 Jan 2009 12:27:07 +0100

Les 2 et 3 Février prochains se tient à Paris la semaine de la Publicité, organisée par l'AACC, le thème de cette année est "Réussir la Société de Communication". Thème plus qu'adapté à l'époque tourmentée dans laquelle nous vivons.

J'aurai l'honneur de participer à une table ronde le mardi 3 Février à 11h00 : "Comment se faire entendre dans une société hypercommunicante ?"

Dans une société hyper communicante, les professionnels et les entreprises peuvent se soucier de leur devenir, car avec l'explosion des médias et l'avènement des micromédias que sont les blogs, youtube ou twitter, les marques ont perdu l'exclusivité la diffusion d'informations sur leurs produits. Aujourd'hui tout le monde peut devenir une source valable d'information. Quelles seront les forces qui permettront aux entreprises de maîtriser encore l'efficacité de leur communication? La puissance de l'investissement et des medias? L'émotion des campagnes ? L'intelligence du concept ? Le talent du storytelling ? Enfin, ces possibilités resteront-elles pertinentes en temps de crise ?

Les différents intervenants de cette table ronde sont : Laurent Bliaut, TF1 Publicité, Laurent Florès, crmmetrix, Joêl Pallix, Thierry Mugler Parfums et Couture

L' Animation sera assurée par Damien Givelet, LCI

Pour en savoir plus

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Crowdsourcing getting traction for NPD

Laurent Flores - crmmetrix — Thu, 29 Jan 2009 08:37:51 +0100

In line with my recent post about the trend of consumer driven advertising, consumer insight lead new product development initiatives get more and more traction. Indeed, marketers now view crowdsourcing as a more effective way of creating new products and services than consulting or internal R&D, according to a survey by the Marketing Executives Networking Group (MENG).

The percentage of respondents who saw crowdsourcing as effective or highly effective for new product and service development shot up from 62% a year ago to 75%, overtaking R&D which fell slightly from 73% to 72%.

The percentage who rated traditional consulting and professional services firms as effective or highly effective fell from 54% to 49%.

In the same period, familiarity with the term ‘crowdsourcing’ – which describes organisations using web 2.0 tools to tap the knowledge of stakeholders and experts through open invitations for help and ideas – rose from 30% to 72%.

Richard Guha, chairman of MENG, said: “Tapping the wisdom of crowds over the internet can be enlightening for an organisation in many ways, providing marketers with valuable insight to expand their brand mind share and market share. However, like any good customer insight, interactive ideation or predictive analysis effort, it’s important to frame the issue, manage the process and carefully assess the value of the collective data.”

The survey was conducted last month in association with online social network Crowd Forum.

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Martin Sorrell : "Toward a new ad model based on insights"

Laurent Flores - crmmetrix — Mon, 26 Jan 2009 21:37:55 +0100

I just read that WPP, and Sir Martin Sorrell himself, foresees the future of advertising as "insight driven"... :

"Clients won't move in the future unless they get quantitative justification for what they do," he said. "We may not like it - creative departments of ad agencies certainly don't - but that's the way the world's going."

below the full article published by warc today :

SORRELL SET TO STEER WPP AWAY FROM TRAD AD MODEL

LONDON: Sir Martin Sorrell (pictured) last week took pause from walking on water to share with lesser mortals his vision for the future of WPP Group.

Addressing an International Advertising Association lunch, he outlined plans to steer WPP toward a more strategic, insight-led approach to advertising.

In justification he cited recent research from the Internet Advertising Bureau, which probed the reasons why clients value agencies and found that 87% of the sample favoured shops with "strategic consumer insight".

WPP's new strategy also explains Sorrell's determination to press-gang Taylor Nelson Sofres into his ever-expanding research empire.

"Clients won't move in the future unless they get quantitative justification for what they do," he said. "We may not like it - creative departments of ad agencies certainly don't - but that's the way the world's going."

As to adland's prospects for the year ahead, Sorrell was downbeat about the prospects for western Europe. "I think it's going to be very tough for us here, and for France, Germany, Italy and Spain, unless there is significant political, social and structural change."

He was in less pontifical mode regarding the USA, declaring that "the jury is out" on how America might perform under the trusteeship of President Obama.

Turning to the media sector, Sorrell warned that it continues to be "disintermediated" [Sorrell-speak for "split"] by low-cost business models. "The painful thing for old media is it will never be the same again," he said. "it will never be as profitable as it has been."

In evidence he pointed to the UK's receding ad market, which WPP's GroupM predicts will fall 5.8% in 2008 and 6% in 2009. "ITV and Michael Grade continually say [TV airtime] is as cheap as it's ever been and impacts are up, so why aren't [advertisers] buying?"

According to the adland knight, WPP still hopes to achieve a flat year in 2009, thanks mainly to bullish market prospects in Asia, Latin America, Africa, Middle East and Central and Eastern Europe.

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Offres de Stage Crmmetrix

Laurent Flores - crmmetrix — Sun, 11 Jan 2009 13:53:55 +0100

STAGIAIRES

ETUDES ET CONSEIL MARKETING SUR INTERNET

LEVALLOIS PERRET

Crmmetrix est une société d’étude innovante en fort développement créée par des professionnels reconnus des études de marchés en 2001 aux Etats-Unis et en 2002 en Europe. Nous comptons plus de 40 collaborateurs à New York, Cincinnati, Bombay, Singapour et Paris. Spécialistes dans le développement de solutions d’études sur Internet, nous sommes en pointe pour mesurer les nouvelles relations entre les marques et les consommateurs.

Nos clients sont de grands groupes internationaux tels que Danone, Procter & Gamble, L’Oréal, Unilever, GdfSuez, Total,…Plus de la moitié des sociétés du CAC 40 sont clientes de crmmetrix.

En mai 2006, crmmetrix a remporté les Trophées Marketing de l’Innovation, dans la Catégorie Études, seule récompense annuelle sur le marché des études.

Nous sommes à la recherche de 1 à 2 stagiaires pour nous accompagner dans notre développement. Ces postes de stages pourront éventuellement être transformés en emploi en fin de période de stage en fonction de l’évolution de notre activité.

Votre mission : participer pleinement au développement d’un portefeuille de clients parmi les plus prestigieux dans le domaine de la grande consommation sur les solutions d’études crmmetrix, sous la responsabilité » d’un Consultant Senior et d’un Directeur de Clientèle.

•Vous êtes une personne motivée pour travailler dans un environnement innovant sur des problématiques marketing nouvelles

•Vous vous intéressez fortement à Internet, les nouvelles technologies et leur application dans l’univers des études et du marketing

• Autonome, doté(e) d’un esprit d’équipe, vous avez la volonté de réussir et vous disposez de qualité d’analyse et de synthèse propres aux métiers des études, avec un sens commercial et de la relation client

•Vous maîtrisez les études quantitatives et connaissez les études on-line

•Vous savez vous servir des outils statistiques comme Spad ou SPSS

•Vous avez une pratique régulière de la langue anglaise

Merci d’envoyer votre CV ainsi qu’une lettre de motivation à cteyssonnier@crmmetrix.com. Nous organiserons des entretiens à Paris.

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Happy New Year... for Web Analytics...

Laurent Flores - crmmetrix — Fri, 09 Jan 2009 20:14:32 +0100

Web Analytics Market Set to Defy Recession

January 9 2009

In the US, a survey conducted by the Web Analytics Association (WAA) has found that more than 96% of respondents plan to increase or maintain current spending on web analytics during the year.

While the survey of more than 650 marketing and analytics professionals highlighted that more than 40% of respondents see funding as their biggest challenge, WAA says that the investment outlook is positive.

Around 8 in 10 (81%) plan to invest in consulting and staffing to help make the most out of their existing analytics tools, and take action on the data they provide to improve web site performance. Also, 41% say they will be investing in add-on tools, such as those for behavioral targeting and paid search.

Results also reveal a demand to have business decisions driven by analytics, with 65% of respondents claiming this as their top web analytics initiative in 2009. Other top priorities identified include best practices implementation, KPI development, process development and getting executive management awareness and support on web analytics.

Both WAA members and non-members took part in the survey, and respondents represented a wide range of job functions from the US, Canada, Europe, the Middle East, Africa, Latin America and Asia Pacific.

The full results are available at: www.webanalyticsassociation.org .

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Présentation au Club du Marketing Client

Laurent Flores - crmmetrix — Wed, 19 Nov 2008 08:58:14 +0100

Ce soir, mecredi 19 Novembre 2008, et suite à l'invitation de Yann Claessen d'ETO et fondateur du "Club du Marketing Client" (dont le dernier billet sur son blog est en plein avec le sujet du jour, coincidence ?), j'aurai l'occasion d'intervenir sur un thème qui m'est cher... :

Le site Internet de marque : point d'écoute capital pour engager vos meilleurs clients.

Nul doute que les experts clients de ce club tout à la fois sympathique et dynamique pourront largement contribuer et débattre sur le thème.

Si vous êtes interessés par la présentation et le white paper, demandez les ICI.

(sélectionnez le white paper: Site de Marque: Un Hub Marketing)

NB. Merci à Nathalie Lemonnier pour l'organisation de dernière minute et à Marie Estelle Carasco pour l'acceuil dans les locaux de Microsoft.

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Wepc.com: crowdsoucring the Asus & Dell way...

Laurent Flores - crmmetrix — Thu, 06 Nov 2008 08:34:43 +0100

An other "crowdsourcing" initiative this time from Asus & Dell..."it starts with one simple Idea: Yours" says the site... Again Co-Creation..but in my mind, Communication rather than Co-Creation to start with really... Co-Creation may be coming in later but the initiative serves first of all a purpose of Communication both on the media scene and among end users: Word of Mouth.

Will be interesting to see where things go from there, and for sure how strongly creating user driven machines will be delivered...key to harvest word of mouth benefits at its best, or to overclaim co-creation without really the means to deliver it...

To visit the site: www.wepc.com

Marketing and Advertising Week in Helsinki, Finland

Laurent Flores - crmmetrix — Mon, 27 Oct 2008 09:22:30 +0100

I've been invited to be a keynote speaker at the marketing & advertising week in Helsinki in Finland (week of October 27th 2008).

It will be my first there, and I will be happy to share though and data from SiteCRM around one my favourite topics: "Digital today and tomorrow: the Brand website as a marketing hub"?

The overall purpose of the speech is to push advertisers and brands to further develop pull and listen strategies rather than relying too much on push and “talk” strategies.

Markets have always been “conversations”, and now more than ever, with the rise of social media, the Internet has accelerated this trend to a point where brands need to capitalize better on their abilities to sustain closer relationship and conversations with their core consumers. Their brand websites may be the best marketing weapon they have to reach this goal, but only if they if they start using it as a real marketing hub. We will share data, facts, and examples to support our though while recommending key action steps for brands to really embrace the digital world.

To Download the presentation, please select the first white paper from the list (in French...sorry), validate (bottom pae) and fill up your details to receive the Presentation, Thank You:TO GET the FULL PRESENTATION

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Impressions from Australia

Laurent Flores - crmmetrix — Sat, 20 Sep 2008 14:04:25 +0200

As you know, I was invited by the AMSRS to give a keynote speech at their annual conference in Melbourne 15th-16th of , as well as run a workshop on 'word of mouth measurement and beyond'.

To say the least the experience was outstanding, all of it, the country, the conference itself and most of all the PEOPLE. Friendly, helpful, curious to learn and interested in others, I really enjoyed my short time in both Melbourne and Sydney and even got the chance to see an AFL match Australian Football match as well as meet and speak with one of the most famous AFL coaches: Kevin Sheddy.

When I came in I really though that Australia was more advanced in terms of rolling new methods and approaches in market research. This impression came from the fact that internet penetration is high in Australia, and the anglo saxon experience and background from the UK and the US. In fact, it seems that from the feedback I got my speech about LISTENING, (From Asking to Listening: Leveraging insights from a connected world) was really appreciated by the audience and inspirational for some. What a great feedback!

So my only advice is indeed Australia can really get involved in the Listening game and has a great chance to play to further influence and join the Asian region opportunities of growth. It seems clearly that the Australian government is going this way, I believe that the country has most to gain out of it and for sure will be not as far away at it seems (it is still 20 hours from Europe, 8 hours from Singapore). My only hope is really to comeback, it seems that opportunities are present after the initial contacts I had after the conference, so who knows may be in 2009 or 2010 even before for projects and consulting hopefully!

By the way, the ARF in the US is running a one day forum on LISTENING in late October (you see you got the message about Listening before America! :), so really, guys you are not really late in the game, the US is really going full speed in this direction, you have everything in place to join the crowd... so jump! Don't you have Kangoros in your country?

So to everyone I met, the AMSRS staff and members: THANK YOU.

and specifically to John (Marinopoulos & Dimopoulos), Andy (conferece chair), Elissa, Peter (president) Leslea, Francesca, Leanne, everyone really (sorry for the ones that I forgot here) you made this trip really special and full of learning, thank you very much! and feel free to ask again, I am actively listening!

Kellogg Special K Digital ROI Surpasses that of TV!

Laurent Flores - crmmetrix — Sat, 06 Sep 2008 22:18:01 +0200

Some really encoraging news as more marketers join the crowd of sharing more insights in the ability of digital to increase brand spending ROI. Again online spending is here well capitalized on a Special K brand website that expands the brand experience beyond what any other media can do.

Below a few insights as provided by Kellog's CMO Mark Baynes.

Source: Ad Age (Emily Bryson York)

"It's still relatively early in our learning," Mark Baynes, chief marketing officer at the Battle Creek, Mich., company told the Lehman Bros. Back to School Consumer Conference during a discussion on how Kellogg is trying to increase advertising and marketing efficacy. "But analysis of the Special K initiative of the last 18 months showed digital media exceeding that of broadcast ROI."

The marketer described the company's findings as "obviously very encouraging," and predicted they would help "drive stronger adoption across the business."

Kellogg crossed the $1 billion benchmark on ad spending during 2007, and its outlay is set to increase this year. Mr. Baynes said his company spends an additional $300 million on promotional marketing.

"For the right opportunity, the [online] space offers fresh ways to commercialize new and existing brands, target specific audiences on needs more cost effectively," he said.

Over the past year, Kellogg has been praised for sticking with its advertising spending despite the recession. The company has credited its brand-building efforts with its ability pass some of the heavy commodity-cost increases onto the consumer.

Mr. Baynes did not specify how Kellogg was measuring success of the campaigns, and the company did not immediately return calls for additional comment. While he did not address specifics of the Special K work, the company has repeatedly touted the success of its "Special K challenge," which calls for two bowls of the cereal every day for two weeks. Dieters replace a more traditional lunch or dinner with cereal, and are told they can expect to drop a full clothing size after two weeks.

CEO David Mackay has said the initiative has not only resonated with consumers, but also boosted cereal consumption outside of breakfast.

A Special K website offers customized plans for consumers, sign-ups for a Yahoo e-mail group, tips from a trainer and nutritionist and a point-of-purchase link to Amazon.com. The company has added a number of products to the Special K platform in recent years, including cereal bars, flavored waters and waffles.

The investment may continue to pay off, given the economic environment. UBS analyst David Palmer said he anticipates cereal consumption to grow during the fourth quarter, not only because of food costs, but higher rates of unemployment. More people will be eating breakfast at home because they don't have anywhere else to go, he said.

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