This is an amazing use of digital and virtual technology to examine consumer habits. Kimberly Clark has a whole design studio dedicated to creating virtual stores that can analyze every movement a consumer makes, from glancing at objects to navigating through a store. The technology is so cool and cutting edge, I am impressed they are willing to openly discuss such a competitive advantage!
This virtual technology is an excellent example of marketers who are looking for superior metrics that help them really understand what makes someone buy their product. Previously companies relied on focus groups and consumer surveys, which left lots of room for error, since most people have a hard time explaining why they shop the way they do. Now the marketers don't have to worry about things getting "lost in translation" because the technology can capture all the internal triggers that consumer forget to mention.
With technologies like these, companies will continue to want more and more effective, accurate metrics. This example shows that the trend in more advanced marketing methods is not the future, but the present for high performing companies.
Saturday, August 29, 2009
Week 5- Brief History of the Internet
Good overview of the history of the Internet and Web. Nice brush up on known facts and even learn a few new ones.
Week 5- Always On: Chapter 4: "Metrics: Moving from Impressions to Impact," pp. 107-139.
This chapter of Always On addressed the very important issues of finding better ways to determine the effectiveness of advertising and marketing across all platforms, both digital and traditional. It gave a great overview of the classic metrics used, the new emerging metrics, and the issue of meshing all these different statistics into easy to use formats that actually help marketers decide the best marketing mix for their products. It also highlighted the trend in metrics that tell not just if the consumer saw the ad, but if it actually influenced the consumer and/or caused them to purchase the product.
I think these new metrics based on consumer action, rather than consumer viewing will greatly help companies in the tough, competitive environments they find themselves in. Companies are being forced to make better financial and investing decisions in everything they do. The more information they have about the effectiveness of their actions, in actually help them drive profits and growths, the better they will become.
Another example the demonstrates the need of these more effective measures is the Pet.com Pet Sock Puppet. The Pet.com Pet Sock Puppet and other marketing campaigns become well-known, well like advertisements that impressed consumers and marketers alike (http://en.wikipedia.org/wiki/Pets.com). The Pet Sock Puppet even gained a huge fan base and was featured on many talk shows, but the company when bankrupt within 2 years of starting. Perhaps if the company had better metrics to realize that is $11.8 million advertising, was not contributing to actual sales, it would have had a better chance of success. According to the old metrics, the advertising campaign was a huge success, because it had large viewing and awareness rates. But I am sure a deeper dive using today's standards would have shown it was not leading to actual sales and consumer engagement. Hopefully with the emerging metric systems being used today, future companies will be able to avoid the fate of Pet.com and its infamous Pet Sock.
I think these new metrics based on consumer action, rather than consumer viewing will greatly help companies in the tough, competitive environments they find themselves in. Companies are being forced to make better financial and investing decisions in everything they do. The more information they have about the effectiveness of their actions, in actually help them drive profits and growths, the better they will become.
Another example the demonstrates the need of these more effective measures is the Pet.com Pet Sock Puppet. The Pet.com Pet Sock Puppet and other marketing campaigns become well-known, well like advertisements that impressed consumers and marketers alike (http://en.wikipedia.org/wiki/Pets.com). The Pet Sock Puppet even gained a huge fan base and was featured on many talk shows, but the company when bankrupt within 2 years of starting. Perhaps if the company had better metrics to realize that is $11.8 million advertising, was not contributing to actual sales, it would have had a better chance of success. According to the old metrics, the advertising campaign was a huge success, because it had large viewing and awareness rates. But I am sure a deeper dive using today's standards would have shown it was not leading to actual sales and consumer engagement. Hopefully with the emerging metric systems being used today, future companies will be able to avoid the fate of Pet.com and its infamous Pet Sock.
Interesting Discovery- Creative Commons
Recently I decided to update the look and feel of the blog to better represent the essence of the material. While doing this I stumbled across the perfect graphic to use on the blog. It was so inspiring it even help me create a better title for the blog, which really captured my main goal for the blog: to get on the digital media bandwagon that everyone else was already enjoying. But, I was worried about putting the picture on the blog without getting permission from the original creator.
After discussing my dilemma with a friend who is already a blogger a himself (The Krimson King), he informed me of the Creative Commons licensing agreement that many social media authors participate in. It is an easy to read and follow copyright that allows the author to tell others how they want their work used. Most often, authors choose to let others use their work, as long as they give the author credit. Credit is often attributed by linking directly to the author's site to display the information, or providing a reference to the author and/or their site in a similar fashion. (Please visit Creative Commons website for additional information: http://creativecommons.org/).
I was very excited to hear about Creative Commons and even more thrilled when I realized the author of my picture was also participating in Creative Commons through Flickr. Apparently many social media sites are utilizing Creative Commons to allow people to easily publish their work on their sites. The author's Creative Commons license said I could use the picture as I pleased, as long as I gave him credit. To give him his due credit, I simply linked directly to his page to incorporate the picture on my blog. If you right click on the Social Media Bandwagon photo, at the top of the blog and click "View Image," it takes you to the author's site.
With great, easy to use policies like Creative Commons that promote sharing, the Social Media arena has achieved another big win for its cause!
After discussing my dilemma with a friend who is already a blogger a himself (The Krimson King), he informed me of the Creative Commons licensing agreement that many social media authors participate in. It is an easy to read and follow copyright that allows the author to tell others how they want their work used. Most often, authors choose to let others use their work, as long as they give the author credit. Credit is often attributed by linking directly to the author's site to display the information, or providing a reference to the author and/or their site in a similar fashion. (Please visit Creative Commons website for additional information: http://creativecommons.org/).
I was very excited to hear about Creative Commons and even more thrilled when I realized the author of my picture was also participating in Creative Commons through Flickr. Apparently many social media sites are utilizing Creative Commons to allow people to easily publish their work on their sites. The author's Creative Commons license said I could use the picture as I pleased, as long as I gave him credit. To give him his due credit, I simply linked directly to his page to incorporate the picture on my blog. If you right click on the Social Media Bandwagon photo, at the top of the blog and click "View Image," it takes you to the author's site.
With great, easy to use policies like Creative Commons that promote sharing, the Social Media arena has achieved another big win for its cause!
Week 5- Web Metrics and Marketing Research
• Always On: Chapter 4: "Metrics: Moving from Impressions to Impact," pp. 107-139.
Required viewing
• Brief History of the Internet (video) (audio only)
Suggested readings, podcasts, Camtasia presentations, and videos to select from
Thursday, August 27, 2009
Week 4- In Review
All the material I reviewed this week focused on actually applying general digital marketing best practices to make successful campaigns and business models. I think most entities in the digital marketing and media space still have a long way to go to learn how to really harness the power and potential of digital channels. I am impressed at the initial attempts though, and think with time and research, companies will go from elabrorate brand awareness to actual profits and ROI.
More importantly, all these examples continue to motivate me on my own personal journey to learn more about the digital marketing arena. I am becoming so engrossed in this area I am actually contemplating keeping this blog up-to-date even after my class ends, and trying to stay current on Twitter as well. I am even interested in getting involed in some digital marketing projects within my own organization. It is so ironic that only a few weeks ago, when I started this blog, I couldn't stand the idea of having to even read tweets, let alone post. Now I wish I had more time to actually follow more resources!
I was naive enough to think the main value of social networking sites was to promote ones self interests, personal network and individual preferences. I know realize it is an opportunity to expand your knowledge on just about any popular topic in a fun and social way. If the digital media and social networking sites could do a better job of marketing this idea to other naive consumers, they could convince many other users to "join the bandwagon!"
More importantly, all these examples continue to motivate me on my own personal journey to learn more about the digital marketing arena. I am becoming so engrossed in this area I am actually contemplating keeping this blog up-to-date even after my class ends, and trying to stay current on Twitter as well. I am even interested in getting involed in some digital marketing projects within my own organization. It is so ironic that only a few weeks ago, when I started this blog, I couldn't stand the idea of having to even read tweets, let alone post. Now I wish I had more time to actually follow more resources!
I was naive enough to think the main value of social networking sites was to promote ones self interests, personal network and individual preferences. I know realize it is an opportunity to expand your knowledge on just about any popular topic in a fun and social way. If the digital media and social networking sites could do a better job of marketing this idea to other naive consumers, they could convince many other users to "join the bandwagon!"
Week 4- Always On: Chapter 6: "The Future Starts Here," pp. 177-198.
This chapter of the Always On book is very useful because it has several real life examples of consumer companies and agencies that are implementing the digital marketing strategies discussed throughout the book. The examples help the reader see how all the ideas can tie toegether to create a great marketing program. There is also a summary of all the major objectives discussed throughout the book.
Its always nice to see real life examples, like the ones in Chapter 6. The recap is also nice to help you remember in the short term and serve as a reference in the long term. But the best part of this chapter was seeing my own company used as an example of how to leverage digital marketing correctly! Its great to see examples, but even better to be the example! :)
Its always nice to see real life examples, like the ones in Chapter 6. The recap is also nice to help you remember in the short term and serve as a reference in the long term. But the best part of this chapter was seeing my own company used as an example of how to leverage digital marketing correctly! Its great to see examples, but even better to be the example! :)
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