This commercial created by Wal-Mart uses a cat to help promote Wal-Mart's new online shopping application. It is designed to help seasonal shoppers find gifts for friends and family through Facebook. While this seems like a great idea to promote Wal-Mart, this particular Shopycat commercial is confusing to the viewers due to no real call to action. Although Wal-Mart is a top competitor in the market, this commercial does not seem to be very effective in promoting the Shopycat application. With only a cat yodeling for 50 seconds, there is no explanation to the Shopycat app adressed in the commercial.
One way to improve the commercial could be to add in a section where the Shopycat app is explained. The cat in this commercial did not look very friendly because it is unusual to see a cat with a human mouth. Wal-Mart was strategic in using a Christmas carol during the season, but they might have bit off more then they could chew with regards to making the commercial humerous.
This is an example of how not to make an effective advertisement. If there is no call to action and the spokes person for the ad is not attractive with regards to gaining the veiwers attention, then you will have wasted money on that particular ad.
http://www.youtube.com/watch?v=nAvLlPCbyQQ
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Friday, December 9, 2011
Thursday, December 8, 2011
Google has Launched Advertising for Tablets
Earlier today, Google introduced two new tablet-specific advertisements for current marketers. Google states that new research shows that people are using their tablets more and more to shop online, and their activity is continuing to increase. Now when using items such as Google Maps on your tablet, advertisements will pop up that may match the users interests from their recent searches (as shown below).
Google hopes that these new ad formats will make it easier for advertisers to connect with consumers and their individual needs. These new ads introduce six new formats to make advertising more vibrant and interactive on tablets. These new formats let the user not only see video, slideshow pictures, and 360 degree image viewing, but also the ability to get directions to the location of the business straight from the ad.
Google is hoping to increase the convenience of advertising for both the marketers and the consumer. Although this all seems fine for the marketers, is it going to cause a hassle for consumers who thought that their tablets were limited from ads, and now suddenly are getting bombarded? Or will consumers appreciate the accessibility and convenience of these new and enhanced ads?
Source: Ad Week
Google hopes that these new ad formats will make it easier for advertisers to connect with consumers and their individual needs. These new ads introduce six new formats to make advertising more vibrant and interactive on tablets. These new formats let the user not only see video, slideshow pictures, and 360 degree image viewing, but also the ability to get directions to the location of the business straight from the ad.
Google is hoping to increase the convenience of advertising for both the marketers and the consumer. Although this all seems fine for the marketers, is it going to cause a hassle for consumers who thought that their tablets were limited from ads, and now suddenly are getting bombarded? Or will consumers appreciate the accessibility and convenience of these new and enhanced ads?
Source: Ad Week
Monday, December 5, 2011
The Original Old Spice Man is Back
Isaiah Mustafa the original Old Spice has come back for the holidays. Isaiah going by the name of MANta Claus has once again captured quite an audience. In COMM 222 we talked extensively how viral videos can be a successful form of marketing. We then watched several viral videos and I believe that MANta Claus will be successful viral video, take look for yourself. http://www.youtube.com/watch?v=RXPrkOuy8r8.
Adweek stated that this video was first launched on Twitter and is about to explode on the internet and go viral. The biggest reason that this will be a success is that MANta claus will reach its target audience. I believe their demographic is men ages 15 to 25 and the use of humor is appealing to them. Some people may argue that humor takes away from the main message of the commercial and that might be true in this cause. I think that it is acceptable that MANta Clause doesn't talk about the benefits of Old Spice. Old Spice is trying to build awareness about their product and viral videos such as this do a good job in that regard. Old Spice is known for having comical commercials and is viewed as a "cool" brand because of their commercials. Old Spice has done a good job of reaching their target audience weather that be through television, print, internet and video games. In the popular football video game "Madden" Old Spice was featured extensively. The "Old Spice Redzone" was an excellent way to reach their target audience and was always in my mind when I played the game daily last year. Old Spices future looks bright if they keep finding innovative ways to reach their audience.
http://www.adweek.com/adfreak
Adweek stated that this video was first launched on Twitter and is about to explode on the internet and go viral. The biggest reason that this will be a success is that MANta claus will reach its target audience. I believe their demographic is men ages 15 to 25 and the use of humor is appealing to them. Some people may argue that humor takes away from the main message of the commercial and that might be true in this cause. I think that it is acceptable that MANta Clause doesn't talk about the benefits of Old Spice. Old Spice is trying to build awareness about their product and viral videos such as this do a good job in that regard. Old Spice is known for having comical commercials and is viewed as a "cool" brand because of their commercials. Old Spice has done a good job of reaching their target audience weather that be through television, print, internet and video games. In the popular football video game "Madden" Old Spice was featured extensively. The "Old Spice Redzone" was an excellent way to reach their target audience and was always in my mind when I played the game daily last year. Old Spices future looks bright if they keep finding innovative ways to reach their audience.
http://www.adweek.com/adfreak
Friday, December 2, 2011
Holiday Shopping with Walmart and Facebook
To help shoppers find the right gifts this holiday season, Walmart has launched Shopycat, a Facebook application that provides gift suggestions based on friends' profiles and news feeds.
Developed by @WalmartLabs, the app is part of the company's effort to bring social and mobile technologies closer to Walmart's operations. Shopycat takes advantage of Facebook users' public data - interests, email, activities, news feeds, location, and relationship status - to generate the list of possible gifts.
Shopycat is one of those ideas marketers had thought to make a reality once they saw the possibility to reach customers through Facebook. While research shows that "a majority of consumers in developed markets do not want to engage with brands via social media," apps like these could change the idea of communicating with brands and buying products through social networks.
The fact that social media doesn't seem to create desired relationships between brands and consumers might be due to many brands' monotonous approach with social networks, like increasing brand awareness by collecting as many "likes" as possible or simply for advertising purposes.
With this app, Walmart has developed an experimental business strategy that could either be a success and adopted by other brands or just become another failed attempt at social media integration.
Developed by @WalmartLabs, the app is part of the company's effort to bring social and mobile technologies closer to Walmart's operations. Shopycat takes advantage of Facebook users' public data - interests, email, activities, news feeds, location, and relationship status - to generate the list of possible gifts.
Shopycat is one of those ideas marketers had thought to make a reality once they saw the possibility to reach customers through Facebook. While research shows that "a majority of consumers in developed markets do not want to engage with brands via social media," apps like these could change the idea of communicating with brands and buying products through social networks.
The fact that social media doesn't seem to create desired relationships between brands and consumers might be due to many brands' monotonous approach with social networks, like increasing brand awareness by collecting as many "likes" as possible or simply for advertising purposes.
With this app, Walmart has developed an experimental business strategy that could either be a success and adopted by other brands or just become another failed attempt at social media integration.
Source: Ad Age
Marketing Trends for 2012
Socialmediatoday.com recently posted an entry on how companies can set themselves apart in the coming year. They outline the top communications and PR strategies for 2012 and what they feel can be the most innovative ways to sell products.
5 tips are outlined for marketing success in the coming year:
These 5 tactics will help companies get their part of the intended market share, according to Socialmediatoday.com's research.
They say that by getting content online first before any other medium is crucial. Potential customers look at the web first, so to appeal to these eager customers, companies need to post first and print later.
Secondly, companies need to decide if social media will give them return on their investments. Social media only works if the target audience is active on these platforms, otherwise the time is not well spent here.
Companies should also use buzz marketing and use their friend contacts to help get the word out about their products. Positive personal testimonials often go a lot farther than ads.
By using customizable advertising tactics, companies can appeal to customers who appreciate novelty. The less generic, the more products can stand out and appeal to potential buyers.
Lastly, companies should begin to think like journalists: tell stories instead of creating graphic adds. People are more socially inclined and are captivated by stories. No one wants to be conned into buying a product by coerced and manipulative ads. But people can relate to and be moved by stories.
Socialmediatoday argues that using these ideas rather than traditional marketing has a potentially higher affect than the tactics in the past. I in part agree. Eventually customers will be conditioned to old ways of advertising and will be less likely to buy. Companies need to be innovative if they are to survive in a dog-eat-dog market.
*Photo courtesy of Socialmediatoday.com
Monday, November 28, 2011
Google on the rise
This week, Brandweek claimed that Google was coming out with a new invention to help consumers stay in touch with their friends and to make surfing the web easier. Google is soon going to become more permanent in your minds through a different medium. Samsung is going to be signing a contract with google that allows them to have their own smart TV. This tv will allow consumers to stay connected with other people while offering them a tv from a brand they trust.
By the creation, google is building their customer database and creating another way consumers can establish trust with their company. Since google is used by many individuals everyday, they gain customer trust through their search engine. The tv will be an additional way they will stand out from other search engines because no other search engines have created a smart TV to go along with their search engine.
This integration will help google stand out in the consumers minds through other companies selling TVs and by the use of other search engines. Based on how well this tv does, google will achieve their mission, which is to become more popular in the consumers minds.
By the creation, google is building their customer database and creating another way consumers can establish trust with their company. Since google is used by many individuals everyday, they gain customer trust through their search engine. The tv will be an additional way they will stand out from other search engines because no other search engines have created a smart TV to go along with their search engine.
This integration will help google stand out in the consumers minds through other companies selling TVs and by the use of other search engines. Based on how well this tv does, google will achieve their mission, which is to become more popular in the consumers minds.
Sunday, November 27, 2011
Social Media Failing in Marketing. What?
According to research conducted by TNS, the world leader in market research, social media is failing. In an article titled, "Hard Evidence of Social Media's Failings," from MarketingWeek by Mart Ritson, there are surprising results about social media's place in marketing.
After 72,000 consumers were interviewed across 60 countries, TNS found that a "majority of consumers in developed markets do not want to engage with brands via social media." This is shocking because many brand managers are implementing strategies to engage with their consumers through social media. Another shocking result of the study was that "just a quarter of consumers in developed markets see social networks as a place to buy products."
So what do brand managers need to understand about social media? TNS chief development officer, Matthew Froggatt, suggests that they need to realize that "social media is consumer space, and brand presence needs to be proportionate and justified." Unfortunately, as more companies begin entering social media with its brand, there will be more clutter, and thus consumers will begin ignoring almost everything related to a brand.
This is important information to know as a brand manager when creating an integrated marketing strategy. Brand managers need to somehow differentiate their brand via social media, or lessen its presence on social media because the clutter is not a benefit to consumers. In fact, it seems to be decreasing consumers' interest, which is the opposite of what they're trying to accomplish. Hopefully brand managers catch on to this survey and begin thinking about how they should incorporate social media into their IMC plan.
After 72,000 consumers were interviewed across 60 countries, TNS found that a "majority of consumers in developed markets do not want to engage with brands via social media." This is shocking because many brand managers are implementing strategies to engage with their consumers through social media. Another shocking result of the study was that "just a quarter of consumers in developed markets see social networks as a place to buy products."
So what do brand managers need to understand about social media? TNS chief development officer, Matthew Froggatt, suggests that they need to realize that "social media is consumer space, and brand presence needs to be proportionate and justified." Unfortunately, as more companies begin entering social media with its brand, there will be more clutter, and thus consumers will begin ignoring almost everything related to a brand.
This is important information to know as a brand manager when creating an integrated marketing strategy. Brand managers need to somehow differentiate their brand via social media, or lessen its presence on social media because the clutter is not a benefit to consumers. In fact, it seems to be decreasing consumers' interest, which is the opposite of what they're trying to accomplish. Hopefully brand managers catch on to this survey and begin thinking about how they should incorporate social media into their IMC plan.
Friday, November 25, 2011
McDonalds Fry Billboard
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| Photo Credit: Brandweek |
Brandweek shows how McDonalds has once again set themselves apart from other fast food restaurants by putting a unique twist in their advertising strategy. Imagine this, it is 2 am and you are drunk and hungry. The first thing that comes to mind is that you want food that you could receive as soon as possible, but for cheap since you just spent half of your money at the bar. Well, McDonalds without a doubt will catch your attention, being that they have put up a billboard in Chicago for the regional “Best Fries on the Planet” campaign, that is visible up to three miles. The trouble with this billboard is that it resembles the Tribute in Light, which is the 88 searchlights that are shone into the sky where the World Trade Center site used to be. As the article stated, “instead of a somber memorial to a national tragedy, the McDonald's ad is a shining lure for the sloshed, stumbling and hungry.”
Personally, I believe that McDonalds is on the right track when it comes to making their advertising strategy stick and from others. Not only does it make them stick out, but also it makes the customers attracted to it because of the impact of how appealing it is and that it allows the customers to find the location based on the noticeability. I do not think that McDonalds had any intention of disrespecting the World Trade Center, they were just trying to set themselves apart. Overall, do you think this is a good type of advertising strategy that McDonalds is using, regardless of it resembles the World Trade Center?
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