Welcome to Josh's IMC Zone

Final Blog for Emerging Media

2008-05-18T12:08:00.003-04:00

Well folks...We've reached the end of the line as far as IMC619 - New Media is concerned. I hope you found my blog to be educational, as I've discussed a variety of topics and issues are reshaping the marketing industry. Advancements in mobile communications and Internet bandwidth are enabling large corporations to reach niche markets in ways that were not possible a decade ago. Google, for example, is helping mobile phone companies develop software platforms that will revolutionize the way we communicate. As more people begin to use their cell phones for multiple tasks, marketers will find a way to influence this audience.

From a marketing perspective, the real challenge is to create a situation in which the early adopters embrace the marketing message, as opposed to discarding it. As an average cell phone user, I don't want to purchase a new phone and suddenly be bombarded with text message advertisements. There needs to be gradual transition period in which emerging media functions are tested and tweaked before mobile providers and ISPs release full marketing campaigns. Marketers and service providers don't want to experience another backlash similar to the X10 camera campaign. The annoying pop-up phenomenon resulted in the creation of multiple pop-up blockers, virtually killing what could have been an effective marketing tool for many other companies.

While mobile marketing is positioned to be the next great advertising frontier, permission-based email marketing is also going to stick around for a while. So will banner advertisements, especially interactive ads. My experimentation with widgets led me to the conclusion that these brand extensions will be very effective on social networking sites. Gone are the days of creating your own web page layout with Microsoft's FrontPage. While everyone on the Web should have a basic understanding of HTML, there's no need to hassle with uploading a page of programming codes when you can develop a highly customizable profile page on a social networking in a matter of minutes.

Facebook, Myspace and LinkedIn are uniquely positioned to stick around for a while, as they are already generating advertising-based revenue to keep the sites profitable. I suspect that more profile information will be shared with third party marketers, and I hope each site will specify which portion of demographic information is shared with advertisers (i.e. age, address, phone number, etc). Avatar-based marketing is in its infancy, but I wonder how long this potential marketing vehicle will last. It certainly has an advantage over traditional marketing efforts, as there are many opportunities to create virtual brand experiences that will encourage trial and repeat purchasing decisions. I hope you've enjoyed my interactions with new media as they pertain to integrated marketing communications. I plan on keeping my blog open for further discussion.

Indiana Jones and the Kingdom of the Crystal Skull

2008-05-18T10:21:00.006-04:00

A few days ago, I read a handful of blog posts about a movie critic that allegedly saw a sneak preview of the latest Indiana Jones saga, and it raised serious questions about the impact of blogging on the Web. A critic that goes by the name ShogunMaster posted an extremely negative review of this movie, which created a lot of buzz in the blogosphere. Questions surfaced about the authenticity of the blog post, as well as the motivations behind spoiling a movie. Was it a real movie critic or a disgruntled worker on the film. Or was it an attempt by another production company to reduce the impact of the movie's release in the United States?

Blogs undoubtedly help information seekers find relevant information about a variety of topics (in this case, movies). But in my example, blogs can also be used to spread false information and propaganda. ShogunMaster's blog against Indiana Jones and the Kingdom of the Crystal Skull is one of thousands of worldwide movie critics that will see the movie and form their opinions before the general public rushes to theaters on May 22, 2008. While perceived anonymity is one of the advantages of blogging, it can also be interpreted as a cloak of authenticity. This is why so many people responded to ShogunMaster's blog in a negative way. The fact that ShogunMaster does not reveal his name or his employer opens the door for criticism against the credibility of his blog post.

Will ShogunMaster's criticism of the latest Indiana Jones movie have any effect on the box office? Considering the fact that it is one of the most anticipated movies in recent memory (19 years since Indiana Jones and the Last Crusade), I highly doubt that anything ShogunMaster says about the movie, either authentic or fabricated, will have any measurable impact on the outcome. The film's 125 million dollar production budget will likely be paid for within the first weekend. George Lucas and Steven Spielberg have invested too much time and effort to produce a "dreadful" movie, as ShogunMaster states in his post.

In addition, I have reason to believe that Harrison Ford would not accept this role after 19 years unless the script was entertaining and the character development was strong. He's played so many successful roles in his career that earned him millions in the process, so I doubt a 65 year old actor would take on the role of Indiana Jones without a solid script. The producers shouldn't worry about a few sour grapes that claim to have first hand knowledge about the movie before it's initial screening in front of critics. The real test is this evening at the Cannes Film Festival, in which an international audience of critics will get a chance to review the movie and share their thoughts with the rest of the world. Then, and only then will we get a better idea of how "good" this movie really is.

PSAs and Emerging Media

2008-05-13T21:37:00.001-04:00

There's been a lot of buzz lately about the effectiveness of banner ads when it comes to ad placement. Today for example, I went on the CNN Web site to read an article about Hillary Clinton's victory in West Virginia for the Democratic Primary. I witnessed a square banner advertisement that highlighted Amber Alert and emphasized the importance of signing up for a "free" Amber Alert service. The advertisement was sponsored in part by the Ad Council, which is the leading producer of public service announcements.

While I enjoyed watching the animation and while the ad was effective in grabbing my attention, I was concerned about the timing and placement of the ad. There was no text on the page that tied into the advertising message, and there weren't any stories on the site that related to Amber Alerts. I wonder if CNN and the rest of the cable broadcasting networks are required by law to air banner ads for PSA's like the one I witnessed.

I know that all television and radio stations are required to air a certain percentage of PSA's, but the FCC does not specify when they should air, which is why you normally see these advertisements in the middle of the night. I was surprised to see the Amber Alert ad appear online as a banner ad, and I wonder if they paid a premium to have it appear during prime-time viewing hours on CNN's Web site. If so, this would go against a long-standing practice of receiving free air time to promote non-for-profit causes.

Should major news broadcasting companies like CNN air PSAs during peak times or should that time slot be reserved for paying advertisers? Kudos to the Ad Council and it's influence on major media outlets, but I find it somewhat ironic that a for-profit company like CNN and it's parent company, Time Warner would opt to give away a strong advertising position to an advertiser that doesn't pay for their space. Is this the sign of things to come for cause-related and non-for-profit advertisements? I hope this anomaly isn't a one-hit-wonder , as the Ad Council marshals talent from a variety of sources to create meaningful messages that serve the public interests of society. Realistically, it looks like CNN might have accidentally placed a free banner ad into their rotation without knowing that it would appear during a peak time frame.

Second Life: The Future of E-Marketing

2008-05-13T17:54:00.006-04:00

In our marketing class on New Media, I haven't focused on avatars because I initially thought they were a crude way for teenagers, computer nerds and science fiction fans to communicate through electronic alter-egos. The Second-Life site claims that their virtual world is inhabited by millions of users across the globe, which is justification to explore this virtual world for possible marketing communications campaigns. After all, virtual reality is a perfect launching ground for new media strategies.

Instead of having a profile page like the ones found on Facebook and Myspace, Second Life allows users to create and develop virtual characters called avatars. Avatars can wander around the virtual world, exploring different landscapes and interacting with other avatars.

Some avatars develop the ability to purchase virtual land and develop stores in which goods and services are exchanged. This should be a strong signal for marketers because avatars that spend money on virtual products and services might also be interested in acquiring the same products in the real world.

Coke already participates in a form of avatar-based marketing called Virtual Thirst.

Not only does this strategy reveal a new media tactic by one of the most recognizable brands in the world, but it also demonstrates what companies are willing to do to reach and influence their target audience. Other brands like MTV are jumping into the virtual world by creating "playgrounds" for users to interact with. All of these environments cross-promote various television shows that air on MTV Networks.

One of the samples I found was themed around MTV's popular show "The Hills", which follows the lives of four women and their struggles with men, job responsibilities and friendship. Users can create an avatar and interact with others on the site. This is especially important for individuals that are fans of the show because they can discuss topics that are only relevant to The Hills. I see a lot of potential in avatars because they help companies sustain the necessary brand awareness that is needed to develop long-term loyalty.

Widgets and their impact on social networking

2008-05-10T12:57:00.003-04:00

Widgets are definitely a form of emerging media that I haven't experimented with since I began graduate school in August 2006. Based on my limited experience with them, I thought I would dedicate a blog post to an increasingly important marketing tool for companies that want to interact with their target audience. Upon discovering the many uses of a Widget, it's no surprise to see that some of the world's most recognizable brands are using Widgets to maintain "share of mind" with their loyal followers.

According to Red Hat Documentation, a widget is, "A standardized on-screen representation of a control that may be manipulated by the user. Scroll bars, buttons, and text boxes are all examples of widgets" (RedHat.com). Basically, widgets can be used by marketers to reinforce name recognition at a relatively low cost. Widgets can be programmed and manipulated using open-source platforms, enabling just about anyone with a simple programming background to develop their own customized widgets. This is excellent news for marketers that want to influence users of social networking sites.

Most of my friends install widgets on their profile pages to build a theme that fits their personality and lifestyle. For example, if I wanted my profile page on Facebook or Myspace to be sports-themed, I would be a strong candidate for including widgets that relate to popular sports events. As such, professional sports leagues like the NBA developed a series of widgets so they can build stronger brand relationships with me.

Here is another example:

Other sites offer a comprehensive list of widgets for users to choose from. Feel free to explore the rest of the widget world by visiting Apple's widget page:
http://www.apple.com/downloads/dashboard/

From a marketing perspective, widgets enable users to be constantly reminded about a brand and its products or services. In addition, widgets can be updated almost instantly, so marketers can initiate time-sensitive contests and other forms of games and challenges through their widget. Will this type of emerging media endure as other forms of integrated marketing communications evolve? I think the possibilities are endless, given the growing popularity of the Web and its effect on users. The fact that I can place a widget on my profile page and share it with others is important because they can embed the same widget on their page, and so on and so forth. This is why widgets will be a valuable tool for marketers to use for the next 5-10 years, or until technology spawns a new way to capture audience attention.

Proximity Marketing and Emerging Media

2008-05-10T12:33:00.004-04:00

I recently read an article on the Web about the future of proximity marketing and I thought I would share my opinions on this topic.

http://www.bluetomorrow.com/content/section/392/513/

Many mobile communications devices have Bluetooth technology, which allows users to link up with other electronics without having to use a physical wire connection. While this feature offers a nice solution for drivers looking to keep both hands on a steering wheel, it also paves the way for marketers to reach audiences with pinpoint accuracy.

Let's imagine that you are walking down the street of a busy metropolitan area, such as New York City. As you stop to look at merchandise in a display of a retail store, you suddenly receive a message on your mobile device about a special discount to mobile customers that mention the ad during their check-out process. Another example would be walking past a static display advertisement on a billboard or poster near a bus or subway stop and receiving additional information about the advertiser through your cell phone.

According to the article I read, Bluetooth marketing is the next logical step for companies to take when they are looking for ways to encourage immediate responses from their intended audience segments. I see a lot of potential here in the United States, as proximity marketing has been used in Europe for quite some time. My biggest concern is how marketers will select who receives their marketing messages via Bluetooth technology. How would a marketing company know which individuals belong to targeted demographic segments? Would they only broadcast messages to individuals that previously consented to receiving advertisements through their mobile communication device?

As you can see, a lot of logistical issues need to be worked out before this type of marketing can gain momentum in the United States. Privacy issues also need to be dealt with, as I'm sure a lot of mobile communications users would be hesitant about receiving mobile marketing messages from static stores and billboards. Finally, as software applications become easier to download on mobile broadband devices, mobile providers should offer anti-virus software designed for cell phones and PDAs. This will prevent Bluetooth users from the threat of malicious broadcasts that appear to be advertisements but in reality contain trojan viruses and malware. Again, I'm only scratching the surface, but this technology presents many new opportunities for marketing agencies that can't be ignored.

Brand Immserion: The role of graphic designers and new media

2008-05-06T22:31:00.004-04:00

I recently stumbled onto a site that was recommended by my professor. It's called A List Apart, which is an online magazine for web designers. In my opinion, it's really a series of blogs about the status of the industry, as well as tips and pointers for creating a stronger web page. Throughout my blog, I've mentioned a few factors that go into web page design but I thought it would make sense to go through what others in the industry think as well.

According to Sharon Lee, web page design is quickly becoming both an art form and a skill. Assuming this can be taught to future generations, one could easily confuse a web designer with a screenwriter, as both professions require that a story be told to a designated audience. Gone are the days of static home pages with minimal graphics. Enter the world of animated media environments in which users no longer browse a site, but enter an immersive experience.

Brand immersion, as the experts like to call it, is a unique concept that engages users in ways that were previously unavailable due to bandwidth limitations. By developing a comprehensive experience as opposed to a static page, users are able to retrieve the information they are seeking while being entertained at the same time. IMC will help shape the future of campaigns that include various forms of electronic marketing, including the development of sites that integrate other marketing communications functions. If the site seamlessly ties everything together under one Web page, then IMC is being demonstrated properly.

Targeted Online Advertising: Privacy Invasion?

2008-05-04T10:08:00.004-04:00

On 5/2/2008, I decided to log onto Facebook and read through some of my friend's comments about the pictures I took in New Orleans. I discovered nothing too unusual, except for a small tile ad space on the left hand side of the home page that said "Getting Married?". The message didn't bother me, but the way in which Facebook obtained and sold this information to a third party raised some concern about privacy issues.

My fiance and I have been engaged for almost a year now, and I've noticed substantial changes on Facebook since I originally became a member 2 years ago. As the site expands and offers more services, they are covering their operating expenses by generating targeted advertising revenue. Before I changed my profile status from "in a relationship" to "engaged", I used to receive generic ads for scooters, football tickets and apartments. Now that I am paying closer attention to the ads, I am noticing more messages that appeal to my relationship status.

This method of advertising is fantastic for marketers because Facebook makes this information available to them. If an advertiser only wants to reach engaged or married couples, Facebook can filter the message so it appears in front of those individuals. While it doesn't surprise me that Facebook offers this type of concentrated marketing information to advertisers, I am more concerned about what Facebook does with other demographic data, primarily my name, IP address, page browsing habits and communication patterns with other people on the site. ''

I worry that signing up for a profile implicitly gives Facebook the right to use all of my profile information for marketing purposes, which I hope isn't the case. Having a profile page is free, but users must be willing to share information with third party advertisers. I imagine that Facebook would be dealing with class-action lawsuits if they went beyond targeting individuals based on their relationship status. Again, I don't mind the fact that Facebook is placing targeted advertising messages on their site. I wonder how much influence marketers will have on Facebook as the costs to keep the site running continue to rise.

I believe Facebook and other social networking web sites need to explain how they use profile information for marketing purposes, especially before any users decide to sign up. For existing users, the administrators can send them an updated privacy notice. I find it interesting that Facebook hasn't done this yet, given the fact that my profile information was used for targeted marketing purposes.

E-Magazines...Better ROI for Marketers?

2008-04-29T17:12:00.005-04:00

E-Magazines are quickly becoming a powerful media tool for marketers that want to reach highly educated, affluent and technologically savvy individuals. These types of publications have only been around for a few years because software had to be developed to convert printed publications into an electronic format. Before e-magazines, publishers simply scanned a low-resolution image into a large pdf file, which is cumbersome to read. In addition, most Internet users didn't have enough bandwidth to effectively download and view an e-magazine.

As most of you are aware, graphic-rich online environments usually require high-speed access to the Internet. Without this capability, e-magazines are rendered useless, as users are not patient enough to wait endlessly as a new page loads up. Advancements in Internet connections and available bandwidth will help attract new users to electronic publications. Does this mean the end of printed publications as we know it? Not necessarily. However, there will be more migration towards e-magazines as more people use the Web for information on a variety of topics.

The following example is for ASID ICON, which is the national publication of the American Society of Interior Designers (http://www.asid.org):

Even with high speed Internet access, some users might not have the patience to scroll through every page. However, E-Magazines have many advantages over traditionally printed publications. First, they offer click-through interactivity, which is important for IMC practitioners because marketing departments are being held to higher standards. Having statistical proof that targeted individuals are actually visiting an advertiser's Web site is important for justifying future ad campaigns. Secondly, magazine publishers can sell bundled packages of print and e-magazines, increasing their revenue and giving the magazine further reach. If I were a subscriber of ICON and I operated an interior design firm, I would definitely try to share this magazine with my colleagues. Instead of handing a magazine from person to person, a simple email to my co-workers with an approved link would enable the entire company to read ICON.

Finally, E-Magazines are important in that they cost very little to scan and produce. Publishers have to realize the potential in offering this type of service as fewer people subscribe to periodicals. I believe that within the next 5 years, more publishing companies will offer e-magazines to keep up with emerging media trends, but ultimately, it's up to the Internet Service Providers to make enough bandwidth available to their subscribers. Failure to offer enough Internet speed will likely hurt the chances of success for e-magazines.

Interactive Buyers Guides...Will They Work?

2008-04-29T16:41:00.005-04:00

I recently began selling banner advertising on an interactive buyers guide for the Florida Recreation and Park Association. The country's 3rd largest recreation and park association had a static buyers guide with simple profile information. Naylor,LLC recreated the buyers guide and launched it along with the association's brand new Web site. My company determined that members weren't using the old buyers guide because it was too hard to find vendors and associate members.

The new buyers guide offers multiple ways to find the products and services that members are looking for. Keep in mind that FRPA members are park and recreation superintendents as well as park managers and purchasing managers. Naylor and the FRPA determined that the vast majority of the association's members turn to the World Wide Web for information on products and services for this industry. Therefore, an interactive online buyers guide was necessary in order for the association to keep up with an expanding industry.

One of the unique features of the buyers guide is that Naylor offers both banner ad spadce and tile ad space. The tile ads are located on the left hand side of the page and are exclusive in nature. The banner ads are located on the far right hand side of the page and share space with other advertisers in the same section. With the exception of the State of Israel, modern countries read from right to left, which makes the exclusive tile ad a very nice option for advertisers in this industry. Check out an eye scanning study conducted by Dr. Jakob Nielsen of the Nielsen Norman Group:

Naylor uses click through capabilities and provides statistics to each advertising customer. This type of information is simply not available through our printed media.
Interactive buyers guides don't cost a lot of money to maintain, as the information is stored and retrieved through Naylor's internal servers. In addition, the cost per click is extremely low, given the fact that the buyers guide is targeting a niche audience within a unique industry. Online buyers guides have the potential to take business away from printed buyers guides. As such, publishing companies may need to offer incentives to keep their print advertisers coming back for more.

The Role of Short Films and Online Marketing

2008-04-29T16:17:00.004-04:00

Last week, our class on New Media discussed an interesting topic on the role of short films as marketing tools. Short films have been around since the beginning of cinematic history, but they've never been prominently featured as a marketing tool until a few years ago.

As with other popular marketing techniques, there appears to be a cyclical nature in the way each medium evolves. For example, short films were once used in the early 20th century to sell a product or service. Those marketing campaigns quickly fizzled into obscurity when the television became a more popular medium for mass marketers. Right now, emerging media techniques are helping to breathe new life into a medium that lost its effectiveness.

Pirelli now spends 60% of its total marketing budget on cinematic short films that viewers can view from their official Web site and other sites like Youtube. BMW also invested millions on a marketing campaign that included their vehicles in short action sequences. Even Guinness, Ritz-Carlton and Dove have jumped on the bandwagon in an attempt to capture a portion of the ever-mighty dollar. The real challenge is knowing when to integrate a short film into a marketing campaign.

In my opinion, short films can be extremely effective, as long as there is a high degree of audience interaction. In other words, a Web user that sits in front of a screen to watch a 10 minute video is not likely to pay much attention after the first few minutes unless the video is highly entertaining. As far as I am concerned, all short films should be designed with multiple endings so users can choose which direction they want the story to take. Interaction and feedback is key for short films to work. Otherwise, it's going to lose its uniqueness and popularity with major commercial brands.

The Future of Mobile Marketing: Are we in for an advertising revolution?

2008-04-20T19:55:00.006-04:00

Last week, my professor's discussion focused primarily on mobile marketing as the "next big thing" in integrated marketing communications as we know it. It doesn't take rocket science to figure out that mobile communication devices (cell phones, PDAs, etc.) are becoming more complex, and the service providers are offering better applications to serve their customers. As such, marketing companies are beginning to use mobile software applications to reach users in a way that develops stronger brand relationships. Is this the end of an era in which consumers use mobile devices solely for communicating with other individuals? Prepare yourself for a mobile marketing revolution!

According to our lesson plan on mobile marketing, there are two distinct characteristics that separate mobile marketing from other forms of advertising vehicles (i.e. print, web, television, radio, billboards, etc.). The first characteristic is that mobile marketing is highly personable, in that many customers consider their cell phone or mobile device to be an extension of their body. In other words, users are applying the American Express "Don't Leave Home Without It" approach to their mobile communications devices. Imagine a world in which everyone left their cell phones behind for one day. Would this actually result in communication gridlock? Has the world forgotten how to communicate through traditional land lines? I digress...

The next characteristic of mobile marketing is that the content is rich but simple. Marketers need to forget about creating abstract messages and connecting them through a series of animated frames. In order for mobile marketing to be effective, it must be straight to the point. Keep in mind that the size of even the largest mobile communication devices are only a 3.5" to 4" across, which translates to a very small amount of space through which a strong marketing message can be delivered. The real question is....Are ordinary users ready to accept mobile marketing as a form of highly personalized marketing communications? Advertising in a traditional sense is so cluttered and fragmented these days that most people tune them out (although we process a lot more information than we are willing to admit).

Opting-in to a brand's mobile marketing campaigns is arguably the best way to gain approval without fearing a backlash from privacy advocates. Let's assume I am visiting the McDonald's Web site and I decide to "opt-in" so I can receive exclusive mobile coupons from the fast food chain for late night deals. At approximately 9pm, I receive a text from McDonalds that says I have a cell phone coupon for a free order of chicken nuggets with the purchase of a chicken nugget meal. All I have to do is bring my phone with me to any participating McDonalds store and mention the special code on the mobile coupon. Not only is this scenario likely to occur with fast food giants....It is already happening in New York City!

This is just the tip of the iceberg as far as mobile marketing is concerned. Don't say I didn't warn you ahead of time:-).

LinkedIn: Is it really worth joining?

2008-04-13T21:06:00.004-04:00

On April 13, 2008, I decided to cave in and join yet another social networking site. Unlike Facebook or Myspace, LinkedIn provides a form of online social networking that is professionally oriented. Instead of choosing between friends or classmates, LinkedIn allows users to become business colleagues. The company's mission is to "help you be more effective in your daily work and open doors to opportunities using the professional relationships you already have."

The Web site states some of the benefits of using LinkedIn:

Find potential clients, service providers, subject experts, and partners who come recommended
Be found for business opportunities
Search for great jobs
Discover inside connections that can help you land jobs and close deals
Post and distribute job listings
Find high-quality passive candidates
Get introduced to other professionals through the people you know

Since the site was free to join, I decided to open an account and put together a profile page. Upon filling out the information, I discovered that the profile appears very similar to filling out a resume. If I connect with the right people, they will have access to this information and I can easily become pre-qualified for a marketing or advertising position if one becomes available. At the very least, I can use LinkedIn to connect with people that I would otherwise have little or no access to in person.

From an integrated marketing perspective, this site enables advertisers to reach highly motivated targeted audience segments. The company allows four primary formats:

1) Skyscraper Ad--runs the length of the page, usually on the right hand side:

2) Leaderboard Ad--same concept as a skyscraper, but flipped horizontally and stretching across the width of the page:

3) Medium Rectangle--As the name implies, LinkedIn offers 300 x 250 banner ads such as the following example:

4) Text Link: Again, as the name implies, a text link is simply a hyperlink to another site. In this case, the site is an advertiser attempting to sell a product or service that is unique and meaningful to the potential buyer:

***note the links on the left hand and bottom 3rd of the sample site***

LinkedIn uses demographic information it obtains from its user profiles and matches advertisers with highly concentrated audiences. In my opinion, this is a legitimate way to produce additional revenue for the site. However, I wonder what steps the company is taking to prevent user profiles from being aggregated and sold to 3rd party marketers. Ironically, LinkedIn is based in the same city as Google, Inc., and I wouldn't be surprised if LinkedIn is eventually purchased by the world's most popular search engine company.

Online banner ads: Internet users be warned!!!

2008-04-07T22:31:00.003-04:00

For those of you that enjoy the many uses of the World Wide Web, the following is a brief discussion of the vulnerability of our computers as we browse commercial web sites. It appears that even firewalls and pop-up blockers have a difficult time preventing certain banner ads from appearing when a web site is loaded. Most consumers have come to accept banner ads as the cost of using commercial web sites such as CNN and the NCAA official web site. However, the World Wide Web has evolved into a media-rich environment, complete with viruses and browser hijackers that are embedded into phony advertisements.

Savvy Internet users understand the implications of clicking on banner ads and pop-up ads, but the every day web user might not know how to detect malware when he/she spots an enticing marketing message. Check out the video link below about an incident that actually happened in 2007:

After viewing this video, it became apparent to me that ALL Internet users are vulnerable to malicious software. The real challenge for marketers is to convince users that clicking an ad isn't going to destroy user's hard drive. In addition, I believe online marketers should refrain from acquiring demographic profiles without some form of electronic consent. Perhaps one of the side-effects of this electronic anomaly is a drop in click through rates.

However, Jim Meskauskas of the ClickZ Network believes that click-through rates have stabilized to about the same level as direct-response marketing. Advertisers and content providers need to be more realistic in their approach to new media as it begins to mock the response rate of offline advertising. At the same time, everyone involved in new media must take measures to prevent malicious software from looming in the background.

-Josh

NCAA finals advertisements

2008-04-07T20:58:00.008-04:00

Major sporting events like the Super Bowl, NCAA Championships and Olympics have a tendency to bring out the best in advertising messages from the world's leading marketers. The NCAA men's basketball finals between the University of Kansas and Memphis is no exception. As more individuals turn to the Internet to gather information about their favorite sports teams, marketers will be standing by waiting for them. The evidence is pretty obvious, given the World Wide Web's impact on the average consumer.

While I must admit that I pay more attention to the University of Florida Gators (my alma mater) and the West Virginia University Mountaineers (my graduate program), I still consider myself to be a fan of all college sports. I place special emphasis on basketball and football, which are the two most popular sports in college athletics programs. Before the NCAA men's basketball finals, I decided to go online and learn more about the story lines that journalists become obsessed with before the game starts.

Yahoo! and Rivals.com are essentially partners in the production and distribution of news stories that pertain to sports. However, the pre-game articles weren't the first items that caught my attention when I visited Yahoo! Sports. Instead, it was a three-pronged advertising message from BMW. Yes, that's right folks...BMW was trying to lure me away from learning the story lines of the championship match-up, and instead focus my attention on their brand new 1 series.

I'll admit it was pretty effective, as the company purchased horizontal banner ad across the top of the page as well as a square banner ad on the top right hand side next to the editorial. Anchoring the ad trio is an animated horizontal banner ad that appears directly above the editorial and beneath the Rivals.com basketball tabs. No matter where you look on the screen, BMW is there to catch your attention. I wonder how much demographic information Yahoo! and Rivals.com share with BMW, given the fact that the 1 series is being marketed to a younger, more affluent demographic base that desires a sporty European vehicle. I definitely fit into BMW's demographic and psychographic profile, but I wonder how older readers reacted to the campaign. This observation led me to the following conclusions.

1) While it's more expensive, marketers should invest in more than one banner ad, so the reader sees the message no matter what part of the page they are viewing.

2) Simple animations definitely help, especially if a product or service is brand new.

Title: Web Sponsorships or Web Advertisements?

2008-03-31T22:20:00.001-04:00

I recently visited Yahoo! to search for more information on major league baseball scores. Upon opening the Yahoo! Sports page, I noticed a small banner advertisement on the top right hand section, which states “Presented by Pontiac G8”. The car manufacturer’s logo included an embedded hyperlink, so I could scroll over the logo and click through to the automobile’s web site. Yahoo! typically places a tile banner ad under their headlines, which are located below the main stories of the day. Ironically, the advertising space was blank, indicating that nobody purchased the space to sell their products or services, which is somewhat surprising, given the fact that thousands of visitors read articles and gather information from Yahoo’s sports page.

I found the Pontiac ad to be somewhat intriguing because of the way the advertisement was listed. Any time I see the word “presented”, I think of sponsorships. Under most normal circumstances, sponsorships are offered to marketers for large events that draw thousands of people, such as a NASCAR race or a PGA golf tournament. While I’m not in the market for a Pontiac G8, it got me thinking, “Do corporate Web sites sell advertising space or sponsorship space?"

The answer really depends on who you talk to that is familiar with this type of online advertisement. In my opinion, I believe there is no difference between sponsorship space and advertising space when it comes to online marketing. According to Protocol Online, Site Sponsorship Advertisements are the leading advertising vehicle on the Internet. Sponsorships can come in a variety of forms, such as clickable banner advertisements or electronic toolbars within the page. While the FTC sets specific standards about what marketers can include in their banner ads, I’m not sure if the commission also has authority over the definition of what constitutes an advertisement vs. electronic sponsorship.

Assuming the FTC does not have jurisdiction over this topic, it’s up to the host company to determine the nature of the advertisement. If Yahoo! didn’t like the way the ad appeared because of the way it was phrased, they could easily remove it. Perhaps I’m looking too far into this topic because Yahoo! doesn’t seem to care so much. When a television broadcast is “brought to you by the following companies”, consumers know that those companies are spending advertising dollars to ensure their brands are represented during the broadcast. The same can be said for online marketers that are attempting to grab the attention of visitors. It’s all semantics, and I doubt the FTC can do anything about that.

Close Encounters with New Media

2008-03-29T21:34:00.004-04:00

I recently conducted a self-evaluation of the types of new media vehicles that I frequently encounter. I typically use 3 tools that are all accessible through the Internet. Every time visit Yahoo!, I expect to see a banner ad on the right hand side that represents a company which wants to sell me something. I’m a frequent Yahoo! user and I’ve noticed a direct correlation between the number of cookies I allow and the type of the advertising messages that I normally see. When cookies are disabled, the ads are very broad and generic, not specifically targeting me or appealing to my interests. When the cookies are enabled, the messages over time become more interesting because DoubleClick can store my information in a cookie and match advertising messages with my browsing patterns.

Without cookie retrieval, I’m convinced that many banner ads lose their effectiveness because the advertising messages would not be defined for targeted audience segments. I understand that the candle burns on both ends, as customized banner ads can only be achieved if a consumer allows cookies to be stored on their computer. Consumers that are concerned about their privacy are ultimately the most elusive audience for online marketers to reach, as high security settings prevent DoubleClick from gathering demographic and psychographic information.

Another communications function that I typically use at home is an RSS feed. Any time a company web site offers an announcement or special update, I can access it using a simple RSS reader. Most web browsers have a built-in RSS reader, which gives me the ability to read breaking news from CNN, for example. I enjoy this feature because I’m always multi-tasking at my desk, so I might not have time to dig through the CNN web site for the article, especially if it’s not the cover story.

Finally, I would be kidding myself if I didn’t mention video sites like Youtube and Funnyordie. While many of the videos on these sites are produced with a simple handheld camera or digital camera, clever marketers are creating teasers to sell their products using viral marketing techniques. In the case of the movie industry, Youtube is an excellent place to launch a series of movie trailers, as millions of people have access to the site.

-Josh R.

What sorts of emerging media are you exposed to and how do you feel about it?

2008-03-23T20:24:00.005-04:00

At my current employer (Naylor, LLC), we are exposed to three primary methods of emerging media. The first of which includes web pages, which our in-house design team works on to give associations a stronger presence on the web. Naylor utilizes Google Adwords and Google Adsense to bring more targeted B2B traffic to these sights. For example, if I type in Plumbing Heating Cooling , the first keyword search on Google pulls up the Plumbing-Heating-Cooling Contractors of Association. Since this organization represents the voice of a multi-billion dollar plumbing, heating and cooling industry, it's important for the association to be listed at the top of a keyword search. I feel that using Adwords and Adsense in conjunction with a web site launch is important, given the fact that the media and other key publics are likely to rely on the association for any information about this industry.

The second example from my workplace is electronic newsletters. The main difference between electronic newsletters and printed newsletters is their delivery method. Many of our association clients prefer to have their newsletter emailed to their members. We use the association's email database as a reference so we know where the newsletters are being sent. From a marketing perspective, we can provide exceptional value to our advertisers, as their brand messages can be strategically positioned across from the featured editorial in any of our association's newsletters. Generating impressions is critical to the success of these projects, as it is used to justify the ad expense. Plus, when ads are sold, it helps generate additional revenue for our associations, which keeps them satisfied with our services.

Online buyers guides are the third and final type of emerging media that I work with on a daily basis. Unlike e-newsletters, online buyers guides are placed directly on the association's web site so members and industry-related companies can find products and services they are looking for every day. Naylor basically took the functionality of a local yellow pages book and converted it into an industry-specific guide. For example, Airports Council International-North America represents key decision-makers for commercial airports across the U.S. and Canada. We implemented a buyers guide for them to use at their own leisure and offered associate members a chance to upgrade their listing with logo/profile packages as well as banner advertisements. It was a win-win situation, as the associate members helped finance this project with their advertisements. I really like this option because I doubt an airport executive wants to dig through a printed directory during a time of crisis.

All of these options provide our association clients with new and exciting ways to interact with their members. Associations are only as strong as the relationship they have with companies that serve the industry, so we do everything we can to encourage our associations to implement some sort of integrated communications program. Our main challenge is to sell the advertising space so we can effectively support new media projects. 2008 will be filled with major obstacles, as the economy is slumping and many companies are holding off on spending money on advertising. If that factor is taken out of the equation, I expect to see many new media projects rolling out over the next few years.

-Josh R.

Agreeing with Bill Gates

2008-03-23T19:56:00.004-04:00

“Never before in history has innovation offered promise of so much to so many in so short a time.”
-- Bill Gates, Founder Microsoft Corporation

I find it difficult to disagree with Mr. Gates about the speed at which technology evolved over the last 25-30 years. Without the recent invention of the personal computer and the demand for digital communications, Microsoft might not exist today. As the personal computer became more popular in the early 1980’s, Bill Gates and his team of engineers developed a user interface that would later evolve into the world’s leading computer operating system. None of this would have been possible without rapid advancements in software and hardware development over the last quarter century.

Bill Gates is also referring to the invention of the micro chip in 1961 and how it revolutionized the communications industry. What started as a small group of programmers and engineers quickly evolved into a multi-billion dollar global technology industry that impacts almost every person on the planet. Take cell phones for example. Advancements in microprocessor technology, battery life, signal strength and content delivery have enabled cell phones to transform themselves from bulky analog phones to pocked-sized communication devices that are less than 4 ounces. With nearly 3 billion users across the world, cell phones are the offspring of technological innovation. Another strong example is the personal computer. By the time a consumer purchases a new desktop or laptop computer, technological advancements will enable the manufacturer to produce a faster model within a matter of months.

Indeed, microchips are getting smaller and lighter, which means everything from cell phones to personal computers can operate faster and offer greater functionality. In addition, dedicated software engineers and programmers are developing new programs for mobile communication devices, which create new opportunities for marketers to influence their target audience. The most prominent example in recent years is the Open Handset Alliance, which was initiated by online search giant Google, Inc.. Not only will this innovation change the way people interact with mobile handsets, but it will also change the way marketers reach those individuals.

Bill Gates’s quote definitely falls within the context of IMC, as marketers need to stay abreast of the latest challenges in reaching highly segmented audiences. As more consumers turn away from television and radio advertisements, marketers must use the latest technology to ensure their brands are reaching the correct audience. After all, what good are communication innovations if marketers don’t use them to gain a competitive advantage?

Additional links to check out:

http://www.techcrunch.com/2007/11/05/breaking-google-announces-android-and-open-handset-alliance/

http://www.cnn.com/2004/TECH/12/27/explorers.silicon/index.html

http://www.openhandsetalliance.com/oha_overview.html

Greetings and Salutations!

2008-03-22T10:43:00.008-04:00

Welcome to Josh's wonderful (and sometimes wacky) world of Integrated Marketing Communications! Stay tuned, as I look forward to sharing with you at least two blog posts every week on the latest and greatest that New Media has to offer.