Ever heard of the Paris store Galeries La Fayette?
Know they managed to launch an advertising campaign that increased visits to the shop very significantly, cashing on this by a 50% margin boom? The campaign costs? About 4 times cheaper than their previous advertising effort. Not bad.
Want to know how? Go ahead, here is the PWP of our last lecture which tells you how, why, and above all, how not to spoil this channel of communication. If you want to download the presentation, help yourself. And do not hesitate to leave a comment.
"In 2008, if you’re not on a social networking site, you’re not on the Internet. It’s as true for advertisers as it
is for consumers. Social networking is the ultimate manifestation of user generated content, and as such,
holds more potential for growth than any other form of content on the Web today." This is at least the claim made by the IAB, Interactive Advertising Bureau in their latest report. It focuses on User Generated Content, Social Media and Advertising and provides an updated overview. Here it is for you to download from the IAB site.
Have you seen this film? Two Belgian adcreatives, Joeri Vandenbroeck and Tim Driesen want to convince motorcyclists they should wear protective gear. They claim they do not want to shock. The viral effect seems big: over 110,000 views and 130 ratings in under two weeks. Now, you must know that Youtube only registers films as "viewed" when you view them from beginning to end. You can bet loads of people don't bear watching the video until the very end.
This comes as a good illustration of the notion of "fear induction", discussed by Mieke Schevelenbos last week. Definitely not the approach advocated by the Belgian IBSR. One argument is that fear induction only produced short term effects, while real awareness raising campaigns need building up over time. Reactions?
Here is the link to download the presentation.
Thank you Mieke for sharing your insights with us. We hope to welcome you again.
"Qui est le BOB?"
"Non, merci, je suis BOB ce soir!"
Bicy City - 18/05/08 - Brussels
Je suis pour . be
Papa attache-toi ou je le dis à maman
Respecter les piétons c'est se respecter soi-même
This probably rings a bell to you, doesn't it? How many slogans do you recall? If not all, probably a couple of them. This means social marketing works - or societal marketing?
This Wednesday, April 30, we'll have the pleasure to welcome Mieke Schevelenbos, Communication Officer with the Belgian Institute for Road Safety, the IBSR.
The mission statement for the IBSR is to prepare and implement the Belgian Ministry of Transport's safety policy. Given the Belgian situation, this represents a real communication challenge as the variety of audiences is daunting, ranging from the institutional authorities it serves to the road user whose behaviour must be influenced, through the media that must leverage the safety messages.
Mieke Schevelenbos definitely has an important communication experience to share with us, and will help us further in our journey into non-commercial advertising started with Jose Cordovil two weeks ago.
As the SNCB has announced a national strike for Wednesday, I urge you to plan your trip to IHECS in order to be there at 10.40, GC 103. Be there!
Forget the technology and focus on the relationships and on the people. This is a warning message Charlene LI and Josh BERNOFF offer us in their very recent book Groundswell. They present a very detailed guide to marketing in the web 2.0 era, crammed with facts, data, tools, analyses, methods and cases. In order to help us focus on the people, they devote chapter 3 to presenting their social technographics profile, a tool to understand what people are doing online and how they are doing it. Here is a presentation of the key concepts:
I came across a very good video illustration of the concept of web 2.0 and the revolution it brings about for people involved in advertising. I'll only take you 5 minutes to watch it, but will serve as a good activator of many of the concepts we have come across in our discovery of connected advertising. Here we go:
By the way, if you are of a less serious type - I'm sure you aren't, not you - and if you have a little more time - I'm sure you haven't - you may still be interested in this one.
I recently posted about the added value of podcasting in your advertising mix. This claim is born out by recent research by Podtrac, a leading network of podcasts and online shows. They claim that Podcasts and Online Video Show Ads are Three Times More Effective Than Traditional Online Ads.
In their own terms: "The study showed embedded advertising in online shows and podcasts to be highly effective for increasing brand awareness, usage intent and positively impacting brand perceptions across four diverse product categories: television programming, automobiles, financial service, and digital imaging. Results included:
• Average unaided ad recall of 68%
• Average aided ad recall of 89%
• 73% average increase in likelihood to use/buy vs control group
• 69% having a more favorable view of advertiser due to ad exposure
“The unaided awareness level of 68% is
considerably higher in podcasts and online shows than in other offline
and online media,” said Mark McCrery, Podtrac’s
CEO and Co-Founder. “Narrowly targeted
audiences, appropriate ad formats, content relevance, and show host
involvement are some of the factors which come together to produce
highly effective ads in online shows and podcasts.”
Success stories must always be an invitation to ask some questions, such as: WHO says this, WHY do they say this, HOW have they come to this conclusion. Find out more in this BusinessWire release to start with.
In a two-hour course for a dozen weeks, it is of course impossible to cover all aspects that are relevant to the central idea, that of "connected advertising". Here is a list of topics that belong to this approach in the field of marketing communication. This is intended as a way of broadening your perspective and providing you with springboards for your final assessment, as well as for further personal research.
Online advertising:
- SEM - Search Engine Marketing - PPC (Pay Per Click) - AdWords - Adsense
- SEO - Search Engine Optimization
- eMail marketing - Opt in / Opt out
- Rich Media Advertising
- Social networks, Twitter
- Second Life and virtual worlds
- Blog marketing, faux blogs
- Advergames
Viral marketing - Word-of-mouth - buzz marketing - positive / negative buzz - brand advocacy - brand evangelism - seed marketing - influencer marketing - fan endorsement - referral advertising
Mobile marketing - NFC (Near Field Communication) - Advertising portals - Opt in / Opt out
Permission marketing
Marketing effectiveness - ROI (Return on Investment)
Trend spotting
Advertising ethics
Long Tail stragegy
Tipping point - Influencer marketing - Influentials
Web 2.0, advertising 2.0
Welcome Jose Cordovil...
Next week, Thursday 17, we will have the opportunity of welcoming Jose Cordovil for a talk about non-commercial communication, more specifically political communication and advertising.
After graduating from IHECS, Jose has worked with broadcast media. He has then been active as a communication adviser with ministry cabinets in the field of mobility. He presently works as a press adviser with the Belgian federal parliament and as Press Officer for a Belgian political party.
Jose, we look forward to getting your views on a field where participation is not only a gimmick, but the foundation, the basis, the essence: political democracy. Thank you for being with us next week, Jose.
