A Picture could be worth a thousand Engagements

Today’s hyper-connected consumers demand authenticity and meaningful connections with the brands they allow to market to them. Those who earn their respect will enjoy the spoils of their loyalty and social advocacy.

As marketers continue to place a higher priority on connections and engagement over pure tonnage, a new crop of display advertising formats, including in-image advertising, is capturing the attention of brands for their ability to drive higher viewability, engagement and lift in brand metrics than standard display advertising options.

In-image advertising uses “data about the image, its tags, and the surrounding content to match images with ads that are contextually relevant.” Once a website owner integrates the scripts onto their publishing systems, site visitors can move their mouse over the images or look at an image for a certain amount of time to reveal an ad.

Most in-image advertising have the following characteristics:

  1. When a user mouses over an image on a website, a small overlay on the lower segment of the image appears.
  2. The overlay can be closed out by the user.
  3. Some in-image ad technologies produce a pop-up box when visitors mouse over images.
  4. Clicking on the text of an in-image advertisement directs users to a new page.

In-image ads were first introduced by GumGum but now have other players in market, such as PopMarker & Cortica.

Recent example of L’Oreal Targeting Ads Based on Hair Color in Online Photos shows way of staying contextually relevant. 





Recap 2013 – The state of Social Media

Looking back at the world of social media in 2013.
Looking back at the world of social media in 2013.

It’s interesting to see how some of the things that when launched created the splash & was thought to be game changer but as we revisit those news at end of 2013, it look like a different story. For example – Twitter launched vine as the next major offering beyond  its 140 character message but right after Instagram introduced 15′ second videos – Vine starting loosing the shine.

Whereas some obvious notions were confirmed such as Mobile is rapidly becoming the primary vehicle to consume and create content.  Brands should think how they can become more relevant specific to the channel, as it thrives on small, quick and useful information.

 Let’s see what 2014 unfolds for us. 

Marketing Technology World 2013

Marketing is at the epicenter of an explosion of innovative new software and technologies. There are literally hundreds of vendors, from hot new startups to enterprise technology giants, all competing to provide CMOs & CIOs with powerful new capabilities.

Check out this image below (Zoom version) to get a quick overview of rapidly evolving landscape.

An overview of Marketing technologies landscape
An overview of Marketing technologies landscape

As a marketer, you must navigate a large sea of new products and services and determine if—and how—you can be harnessed in their organizations. You must make good purchasing decisions. You must have a direct hand in the integration of different components into a cohesive marketing operations infrastructure.

And ultimately, you must be able to effectively apply these new technologies in ways that create better brands, deliver better customer experiences, and grow more profitable businesses. Because no matter how cool the technology is, it’s meaningless if it’s not applied in the service of great marketing.

How many of these names/tools/vendors are you familiar with? (Feel free to share in comments)

SRC: The info-graphic was released by LUMA Partners.

Digital Marketer – What is your type?

Booz & Company has published this article identifying 4 types of Digital Marketer – Read the entire article here

Your company’s customer-centricity profile reveals the capabilities you need to succeed in digital media, as well as whether you are a leader, scholar, pioneer, or novice in this critical marketing field.

“Customer- Centricity” –   is becoming the focus for companies in era of digital media and social networks.  Customer has always been important for companies but now with evolution of technologies (mobile, tablets, web) and expansion of digital platforms, brands are required to more strategic and planned to connect with its target audience.   Companies are playing different roles based on different stages on maturity:

The four profiles defined are

  •  Leaders –  are a small but growing group of companies, including Nike, Burberry, 3M, Apple, L.L. Bean, and Coca-Cola, that have mastered the two main capabilities involved in maintaining an online presence: insights and analysis on the one hand, and platforms and activation on the other.
  • Scholars are skilled at consumer insights and analytics; some of them, for example, have developed sophisticated forms of market segmentation based on deep insights about the way people make purchases. But they have not yet converted these insights and analyses into profitable action.
  • Pioneers have established a robust presence in digital media, with viable forms of electronic commerce, their own media platforms, or other kinds of Web-, mobile-phone, or app-based services. But these activation platforms are not sufficiently customer centric; they are not grounded in insights about their customer base, and therefore they do not engage consumers as well as they might.
  • Novices are still coming up to speed in the practices of digital marketing, and (in many cases) discovering which facets benefit them and which may not.

You can take this web-based self-guided survey –   Digital Customer Centricity Profiler – designed to let you know your company’s standing as a leader, scholar, pioneer, or novice.

Twitter : 2012 Year In Review

Yesterday, Twitter released its 2012 Year In Review, and while there might not be any surprises for those of you who remember all of this year’s big events, for others, it’s a walk down memory lane on a year that seems like a blur at this point.

You can explore and discover all of these moments and people who made this year on Twitter unique at http://2012.twitter.com/

2012 Year on Twitter-1

Here’s Extract from Twitter’s blog post

Every day, we’re amazed and humbled by the many ways in which people use Twitter, which range from simply retweeting to igniting conversations with hashtags (even around lesser-known topics) to sharing spectacular and far-flung views. In 2012, everyone on Twitter brought us closer to moments and places that used to be far away or inaccessible: A Tweet from the bottom of the ocean. Tweets from Mars. An extraordinary view from space of Superstorm Sandy. A quiet backstage moment with a presidential candidate. All of these and millions of other such moments were ours to experience directly wherever we were, in the midst of work or play or travel  –  READ MORE

Big Brands Fail At Customer Service On Twitter

Article Source: Media Bistro

A new study has revealed that many of the biggest brands in the U.S., including McDonalds, Starbucks, Coca Cola and Visa, are not providing a high standard of customer support on Twitter, either being slow to reply to enquiries or, in some high-profile cases, not responding at all.

The social landscape is evolving, but one thing remains certain in all this uncertainty. Your ability to serve your customers, in the channels they wish to be served in, is critical to your business success. But social media customer service isn’t a cute tool to be used by opportunistic marketing departments to big up the brand; it is an essential method of communication that needs to become part of a clearly defined organizational model.

Here’s the Study:

Four Software Advice employees used their personal Twitter accounts to send customer service tweets to 14 leading consumer brands across seven industries – McDonalds, Starbucks (Fast Food), Coca Cola, Pepsi (Soft Drinks), Visa, Mastercard (Credit Cards), Wells Fargo, Bank Of America (Banking), Walmart, Home Depot (Retail), Apple*, HP (Consumer Tech), Gillette and Colgate (Personal Care).

Each company received one tweet per weekday for four consecutive weeks, with questions falling into five different categories:

  1. Urgent, or I need help right this second
  2. Positive (“thank you!”)
  3. Negative
  4. A question from their FAQ page
  5. Technical, or needs more than one interaction to solve

Brands were rated on their average response time and rate, and the results have been documented in the infographic below.