Marketing Articles About Behavior Search Results
- .
( )
- .
( )
- .
( )
- .
( )
- .
( )
- .
( )
- .
( )
- .
( )
- .
( )
- .
( )
- .
( )
- .
( )
- If only it had... some implicit personalization. There are two types of personalization: 1.) Explicit - a person sets some preference or takes some action to make the system more useful to them. 2.) Implicit - the "system" makes some inferences about the person using it based on usage / behavior. I was thinking about this last night when we got home and turned on the TV, there are probably only a handful of channels or even shows that my wife and...
(07/02/08 09:00 AM)
- Insight for Ad Agencies - Listen or Go Back to Print.
This is quite possibly the most timely and exciting article I've read as of late (come to think it, this I've been rather busy and this might be the only thing I've read of late...nope, this really is the best).
Joseph Dumont penned a piece for Imedia entitled "Why Agencies are Failing" in it, he lays out several of his own observations that are founded in a report from Forrester (might be worth the $279 price tag if you're seeking some Forrester Research Therapy for your agency) and compiled from his keen insights into the agency world.
This article really hits home as it comes at a time when I'm doing a bit of work with a few agencies that I regard with the utmost respect and I can't help but see some of their challenges echoed in this article. Those are the agencies that are truly students of advertising, marketing, customer behavior and have a genuine purpose in this world. They will succeed because they can learn, they can grow and like energy (you know, never at rest) they are always moving and changing and they're on the right path.
On the other end of the spectrum are agencies who are truly stuck. They're afraid of stepping outside of their comfort zone, afraid to admit that they need help, don't have a mastermind group internally that's challenging their age-old positioning and their clients are suffering as a result by way of crusty old strategies, reheated ideas and basically an ignorance of the end customer that we're all trying to reach. Those agencies will fail a they aren't even on a path - they're standing still.
Here are a few observations that I took from Joseph's article. I really recommend read though it with you highlighter handy - there are some real nuggets in there. If you're an agency, take this to your next staff meeting and discuss it. It's that important. If you like, buy the Forrester report (and tell me if it was worth it!)
1. Damnit, get out there and do the hard work to really understand how your client's consumer has changed their habits, where they hang out and what they want to hear from you. Media kits are for armchair advertisers. You need to get out there, listen, react and move. Oh, and get your client's leadership and front line folks on the same page too. Customers are smart. They see through the disorganization.
2. Watch political marketing. I've said this for years and I'll say it again "the harbingers of the next generation of marketing are working in politics". Watch all 3 candidates and how they leverage the digital space. Also, pay attention to their budgets. They're moving mountains and spending very little (comparatively) online...they reach the masses on TV and the influencers through digital (online) means...it's a great country we live in!
3. Interactive does NOT mean Internet. It means really in-ter-acting... get people involved, acting and interacting and engaging. Most of what's called "interactive" is anything but.
4. User generated content is not the holy grail. User generated genuine interest in a brand that excites consumers and pushes their 'loyalty button' is what we're really seeking. There are many UGC campaigns that are bolt on piles of crap... If UGC is not aligned with your brand and the only respondents are professional contestants, you should rethink things a bit. Just because it's cool doesn't mean it's you (or that an agency should sell it to you)
5. I actually think that we're in pretty good shape - there is BRILLIANT marketing going on out there (just read iMedia, Marketing Sherpa and others to see the kick ass campaigns and strategies that are rocking the marketing world)...but there's always room to do better. Both agencies and internal marketers can't afford to get lazy. The entire profession of marketing is founded on a "faith in the future" perspective! That's why we market - for the future...so hurry up and let's all get there!
(06/09/08 09:00 AM)
- Insight for Ad Agencies - Listen or Go Back to Print.
This is quite possibly the most timely and exciting article I've read as of late (come to think it, this I've been rather busy and this might be the only thing I've read of late...nope, this really is the best).
Joseph Dumont penned a piece for Imedia entitled "Why Agencies are Failing" in it, he lays out several of his own observations that are founded in a report from Forrester (might be worth the $279 price tag if you're seeking some Forrester Research Therapy for your agency) and compiled from his keen insights into the agency world.
This article really hits home as it comes at a time when I'm doing a bit of work with a few agencies that I regard with the utmost respect and I can't help but see some of their challenges echoed in this article. Those are the agencies that are truly students of advertising, marketing, customer behavior and have a genuine purpose in this world. They will succeed because they can learn, they can grow and like energy (you know, never at rest) they are always moving and changing and they're on the right path.
On the other end of the spectrum are agencies who are truly stuck. They're afraid of stepping outside of their comfort zone, afraid to admit that they need help, don't have a mastermind group internally that's challenging their age-old positioning and their clients are suffering as a result by way of crusty old strategies, reheated ideas and basically an ignorance of the end customer that we're all trying to reach. Those agencies will fail a they aren't even on a path - they're standing still.
Here are a few observations that I took from Joseph's article. I really recommend read though it with you highlighter handy - there are some real nuggets in there. If you're an agency, take this to your next staff meeting and discuss it. It's that important. If you like, buy the Forrester report (and tell me if it was worth it!)
1. Damnit, get out there and do the hard work to really understand how your client's consumer has changed their habits, where they hang out and what they want to hear from you. Media kits are for armchair advertisers. You need to get out there, listen, react and move. Oh, and get your client's leadership and front line folks on the same page too. Customers are smart. They see through the disorganization.
2. Watch political marketing. I've said this for years and I'll say it again "the harbingers of the next generation of marketing are working in politics". Watch all 3 candidates and how they leverage the digital space. Also, pay attention to their budgets. They're moving mountains and spending very little (comparatively) online...they reach the masses on TV and the influencers through digital (online) means...it's a great country we live in!
3. Interactive does NOT mean Internet. It means really in-ter-acting... get people involved, acting and interacting and engaging. Most of what's called "interactive" is anything but.
4. User generated content is not the holy grail. User generated genuine interest in a brand that excites consumers and pushes their 'loyalty button' is what we're really seeking. There are many UGC campaigns that are bolt on piles of crap... If UGC is not aligned with your brand and the only respondents are professional contestants, you should rethink things a bit. Just because it's cool doesn't mean it's you (or that an agency should sell it to you)
5. I actually think that we're in pretty good shape - there is BRILLIANT marketing going on out there (just read iMedia, Marketing Sherpa and others to see the kick ass campaigns and strategies that are rocking the marketing world)...but there's always room to do better. Both agencies and internal marketers can't afford to get lazy. The entire profession of marketing is founded on a "faith in the future" perspective! That's why we market - for the future...so hurry up and let's all get there!
(05/29/08 09:00 PM)
- Social Shopping and Getting Your Share of the $600 Stimulus Check.
Personally, I'm a huge fan of social shopping sites. Several times per year our family, just like everyone else, is tasked with purchasing various gifts for relatives, Christmas, birthdays and other such moments. Like most guys out there, I rarely, if ever know what to buy!
Enter social shopping sites. According to a recent AP article on MSNBC "Web surfers buying into social shopping sites":
Social shopping sites with such names as Kaboodle, ThisNext, Wishpot and StyleHive combine two of the Web's most prominent activities: engaging in commerce and chatting with like-minded folks. The sites don't directly sell things, but encourage users to share links to good bargains, obscure finds, products that work and ones that don't.
All of those sites are pretty sweet, if you ask me. While not a 'social shopping' site per se, I'm partial to using Gifts.com as well. I've gotten some solid ideas from there as well.
With Valentine's Day just around the corner (hmm...what should I get this year???), now is a great time to test out all of the social shopping engines to see what kind of goodies they recommend.
Personally, Kaboodle and Gifts.com had the most ideas for gifts I'd likely purchase. However, the others had some good ideas as well. Wishpot is actually powered by results from Shopping.com.
Now, how does all of this have anything to do with the likely "stimulus package" that we're about to receive? (If you've not tuned in to the $150B economic stim pack banter, here's a square assessment from the WSJ[sub]). Well, if you believe that Americans will follow a similar behavior pattern following tax refund time (Tax-refund season helps kick off the spring shopping season. Last year, retail sales jumped 12% to 20% in March), there's going to be a portion of us, 12% to 28% of us, depending on who you ask, who will go out and immediately spend the money, it's a marketer's world and the smartest marketer will win when seeking their fair share of the potential 'windfall' check that consumers are likely to receive this late spring to early summer. Here's where really knowing your customers and their behavior can pay off. A few ideas:
- Go back to your customer or buyer profile and figure out who in your customer base will be getting the lion's share of the stimulus monies. For reference, families with <$110K in earnings and individuals with <$75K will be getting the most, while the lowest income and highest income segments of the population will be getting the least. Needless to say, this won't be the time to go after your high rollers who just got a check for $200...
- Run a contest or a survey or something to get inside the heads of your customers. If you're doing a regular email newsletter, throw in a survey question or two that takes a fun approach at getting after "what they're going to do with their checks". Segment out those that intend to 'spend it' for a separate marketing effort around the time that checks are distributed.
- Be mindful of all of the recession talk. People might not splurge on that big gas grill they've been lusting over, but they might be interested in securing a raft of gift cards or gift certificates to kick off their Christmas or birthday shopping. Now would be a great time to mention that yours have no expiration date and that they're a great way to stretch their dollars for themselves and their loved ones
Whether or not you agree with the efficacy of the stimulus package, if you look at this from the perspective of 'customer behavior' and tap into the most 'likely to buy' segment of your customer base, you're setting yourself up to capture your fair share of the $150B that's likely to be doled out.
(04/04/08 09:00 PM)
- Brands taking advantage of 'twitternecking' behavior.
For those of you on Twitter, you're now all too familiar with the "so and so is now following you on Twitter!" emails. I love these emails. Since I'm late to the game on Twitter, it's especially pleasing when I notice someone is following me on twitter.
This is where it gets interesting. This Sunday, I received an email telling me that someone that I didn't know was following me on Twitter. So, my natural reaction was to check them out and return the favor by beginning to follow them. I know, over time, I'm sure that the reciprocal following will die down, especially among internet celebs with a high profile, as they simply won't want to follow everyone... However, Twitter phenomenon seems to be a lot like rubbernecking (you know, in traffic, it doesn't concern you, but you look on anyway). Or, what I'll call, Twitternecking. While rubber necking is "To look about or survey with unsophisticated wonderment or curiosity," Twitternecking is likely "to blindly follow another Twitter user for the simple reason that they began following you.
Brands reaching out and banking on the twitternecking effect are smart, at least at this stage. If you avidly follow, say, 2000 people, and 500 of them twitterneck (I have no idea what the reciprocal follow rate is on Twitter...this is just a guess, but I'm following most everyone following me) you now have an audience of 500 people that are tuned in whenever you say something...for now...
So, who is the company in question?
Twitter: http://twitter.com/Rystique
Website: http://www.rystique.com/Greater minds have already written lots about Twitter for marketing:
What Web Marketers Should Know About Twitter by Jeremiah OwyangStarter Kit for Grassroots Campaigning: 5 Tactics to Improve Results With Web 2.0, Email & Mobile on MarketingSherpa
(04/04/08 09:00 PM)
- .
( )
- Links for 2007-07-24 [del.icio.us].
- AOL HAS AN EYE ON YOU | By PETER LAURIA | New York Post
AOl buys behavioral targetting ad firm Tacoda for $200 million. - GigaOM Is Xbox 360 doomed? «
Why does the XBox 360 keep breaking? - Apple 2.0: AT&T: Only 146,000 iPhones Activated in First Two Days
That's puny compared to the 500,000 estimates of the first weekend gross, but it could reflect early troubles AT&T had getting the phones up and running. - Breakdowns: A drunk employee kills all of the websites you care about - Valleywag
The power outage that took down Craigslist (and Typepad and Technorati).
- AOL HAS AN EYE ON YOU | By PETER LAURIA | New York Post
- The Aim of Management Training. I am at ASTD International, and so I have training on my mind. What ought to be the goal of management training? To provide a lesson? To create a conversation? To create behavioral change? How does the structure, pace, and...
(06/14/07 09:01 AM)
- Career Tip #9: Feed Others. This is a tip if you are a manager...it’s both a career tip and a management lesson. I learned a painful lessons early in my management career. It is foolish to try to control too much. First, I discovered I didn't have all the right answers (amazing!). But more importantly, the company couldn’t get as much done, my employees didn’t learn, and they became unmotivated when I micro-managed or took over from where they left off. Early in my career I had a web developer working for me who sent me a page he designed. Rather than making suggestions and letting him complete the project, I got into the code, made the changes myself and showed him the final product the way I wanted. I could see the frustration on his face, and a couple months later, he resigned. Perhaps every manager needs a jolting mistake like this to change behavior. It only needs to happen once. A leader needs to seed and cultivate great people who will make their vision of producing something they own. I soon realized that there’s an entrepreneur in EVERYONE and a leader’s job is to create a structure so they can exercise that entrepreneurial spirit. By the time I got to Dell I had learned this lesson, and as I built a team I got better and better at feeding others. I might feed them ideas, advice, tips, perspective, introductions, or whatever to help them accomplish. I put a goal out there and see...
(01/16/07 09:00 AM)
- [scottberkun.com] Why You Must Lead or Follow. http://www.scottberkun.com/essays/essay42.htm ...For the sake of this essay, and the topic of leadership, I’m a dichotomist. We are social creatures and have ingrained in us the behavior for how to lead or follow others. In any context, at any time,...
(12/12/06 08:04 AM)
- Ego Makes Entrepreneurs?. Ego Makes Entrepreneurs?
"Researcher Brian Wu says they aren't unusually risk tolerant. It's 'overconfidence in their ability' that allows them to take the leap.
Just how much appetite for risk do entrepreneurs really have? That's the question Wharton doctoral student Brian Wu began asking himself while examining their behavioral patterns. He found the general assumption to be that entrepreneurs are risk seekers -- but the empirical evidence suggests that, surprisingly, they weren't. But if entrepreneurs are more cautious than everyone presumes, then what accounts for their risk-bearing behavior?"
- I never felt that entrepreneurs had a greater tolerence of risk then the other guy. In fact I have always felt that entrepreneurs did everything that they could to mitigate and control risk. That being said, it looks like we are an overconfident bunch. I can handle that. I think confident people are happier and do more with their lives. Hey, that sounds like an entrepreneur to me! -ed. (07/29/06 02:29 PM)
