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Performance Marketing Networks: Please Take Our 30 Second Survey
- Which is the best performance marketing network?
- Who do you love?
- What makes them great?
Please take 30 seconds and help us rank the top 20 performance marketing networks. Be the first to receive survey results and a pdf version of the new Blue Book Guide To Ad Networks & Exchanges as soon as it's published. Click here to take survey
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Technorati tag(s): online marketing
posted at: 7:00am on 30-Mar-2010
path: /Online_Marketing | permalink | edit (requires password)
Baidu Closes Above $600 For First Time
To be a Baidu shareholder must be a wonderful thing. The Chinese company's stock went up yet again today and was at $608.50 when the closing bell rang, making this the first time it's ever ended a trading day above $600.
Here are a couple other numbers sure to make other investors jealous: shares of Baidu actually gained 2.29 percent today, which represents a significant increase, not a symbolic tic. Also, since January 12th (the day Google announced its "new approach to China"), shares are up a whopping 51.91 percent.
What's more, Goldman Sachs has taken the position that Baidu will do even better in the future, with the organization setting its price target at $675 (up from $575) yesterday.
Meanwhile, Google's experienced both ups and downs. Its stock performed well today, gaining 1.52 percent, but looking at its performance after January 12th, the search giant's down 7.28 percent. That'll be hard for execs to explain regardless of how much good the company's done.
A few more figures for comparison's sake: the Dow, Nasdaq, and S&P 500 lost 0.48 percent, 0.68 percent, and 0.55 percent today, respectively.
Read more here
Technorati tag(s): online marketing
posted at: 12:00am on 25-Mar-2010
path: /Online_Marketing | permalink | edit (requires password)
Twitter Business Lessons from Justin Bieber
If you're not familiar with Justin Bieber (you're excused if you're not a 12-year-old girl), he is 16-year -old singer, who was discovered by his manager on YouTube, apparently after his mom uploaded videos of his performances so his loved ones could see them.
 According to What the Trend, Justin Bieber is popular right now because, he "has a lot of fans who like to tweet about him," and his new album was just released. It has to be more than that though. Bieber has frequently been a trending topic for over a month straight. The tweets just keep pouring in, and they're generally not spammy.
The week of Valentine's Day, What the Trend said, "the young Canadian R&B/pop singer has a lot of fans who like to tweet about him! He is trending these days because his solo begins the new version of We Are the World, a song for the relief efforts in Haiti."
The next week, it was attributed to the same thing. The week after that, it was: "the young Canadian R&B/pop singer is trending these days because his new song, ‘Never Let You Go’ was released for download on iTunes this week, as well as a duet with Sean Kingston, an appearance on Jimmy Kimmel Live. He also had his birthday March 1st."
Last week, it was: "Justin Bieber's new album My World 2.0 comes out on March 23rd & his fans are excited. He also appeared on Z100.com, QVC, and GMTV in the UK."
(Hat tip to Mashable for keeping an archive of top ten tweets each week).
"It's pretty crazy to think about and just to have all the fans' support," Bieber said of his Twitter status in a recent interview. "Everything's just been wonderful."
So, Bieber has had a busy month. Still, the sheer domination over trending topics that has grown from these happenings has been quite remarkable. Have the Twitter stars just aligned for Bieber or is it all part of the marketing? Either way, perhaps there are lessons here that marketers could take away from Bieber's spark of Twitter interest.
It's tough for a brand to achieve the fandom of a teen idol (though the good news for brands is that they probably have a better shot at their own fandom lasting for the long run, as teen idols for the most part come and go, despite a few exceptions). Twitter is about what's happening right now, though, and pop culture is ALWAYS happening right now.
Lessons to Learn from Justin Bieber
1. A stream of Justin Beiber Twitter mentions appears on the Justin Beiber site. Any site can do this, and it helps promote your Twitter presence. However, use caution, because you can't control what people are saying about you. If you're ok with that openness, let it show, but if you take care of your customers, chances are they won't have much negative to say about you anyway.
2. Stay relevant to pop culture. Does that mean go and crank out a bunch of Justin Beiber articles? No, but it may help to show that you are "hip" to what's going on in some capacity.
3. Perhaps it is hasty to assume, but in this case, I'm fairly comfortable with going out on a limb and assuming that a good percentage of Bieber's fan-base is made up of young people. If there's any truth to that, it would appear to mean that Twitter is being more widely adopted by younger generations than previously thought. This could be helpful to keep in mind when considering your potential Twitter audience.
4. Stay relevant not only to pop culture, but to customers. Much of Bieber's Twitter popularity has been attributed to the various things he has been working on - appearances in songs, TV performances, new singles, an upcoming album, etc. He's doing things that his fans find interesting and worth tweeting about. Do things that your fans find interesting, and they will hopefully tweet about it.
Is it ok to say no to Twitter? Sure, but you can't deny the potential reach the service allows you, and this is only growing. A year from now, Twitter is likely going to be even more useful to businesses in a variety of capacities. They're expected to have an ad platform, for one. Last week, they announced the @anywhere platform.
Don't expect to get Justin Bieber-like fandom, but I'd wager that many businesses would consider a fraction of that to be a successful Twitter endeavor. By the way, a recent study found that brands on Facebook and Twitter are favored by consumers.
Why do you think Justin Bieber has dominated Twitter's trending topics so much more than other celebrities and topics? Discuss here.
Read more here
Technorati tag(s): online marketing
posted at: 12:08am on 24-Mar-2010
path: /Online_Marketing | permalink | edit (requires password)
Marketing Like Bing: The Farmville Example
There are many ways to market your business through Facebook. Some are obvious, and others not so much. One thing you can pretty much count on is that there are incredible masses of people on the social network that you can potentially reach, and in ways that will allow them not only to engage with your brand in a comfortable setting, but with other Facebook ecosystems they are already engaging with.
A perfect example of this was recently demonstrated by Microsoft in one of the company's many marketing strategies for its "decision engine" Bing. I sat in on a Bing panel this week at SXSW, where some of Bing's marketers talked about a variety of ways they have used social media to gain users. One of these ways was through none other than Farmville (if you're a Facebook user, and don't live under a rock, you've at least heard of it).
More people use Farmville than Twitter, according to Bing, and People are sharing all kinds of activities within Farmville itself. That's why the company saw a great opportunity to experiment. What they did was offer a special offer inside of Farmville, that would give users free "farm cash" if they became a fan of Bing on Facebook, which would encourage continued user interaction with Bing. As a result:
- Over 72% of users who clicked on the engagement became fans
- 59,000 people published the story to their news feed
- Over 70,000 clicks were received on secondary feeds
- In 24hours, Bing had over 400,000 new fans to keep
Microsoft said its goals for engagement and social media efforts have been to:
- Add or create relevant value (stuff that's not even necessarily a Microsoft property)
- Add depth to Bing's personality
- Lead someone to a relevant engagement with Bing or each other.
- Yield passionate or emotional response from people
- Be intimate and/or scalable (can we be both)?
Bing's Farmville experiment achieved all of these. However, the point of this is not that you should go out and immediately start a campaign through Farmville (although maybe it's worth looking into if you think it's a fit). The point is that there are more ways to harness a massive social network user-base (Facebook recently surpassed Google as the most-visited site in the U.S. for the week), according to Experian Hitwise). That's a pretty impressive feat. Also consider that consumers favor brands who are on Facebook and Twitter, according to a recent study.
Really, it's not even about Facebook or Twitter. It's about getting out there wherever people are, and this is where they happen to be at the moment. That may change by this time next year, or the year after, but the principle will not. We're at a point in history where it's never been so easy for consumers and brands to engage with one another. Perhaps even better for brands, is that it has never been easier to reach customers in places they choose to entertain themselves, and I don't mean just get in their faces, but actually reach them and get that engagement from them.
Read more here
Technorati tag(s): online marketing
posted at: 10:33pm on 18-Mar-2010
path: /Online_Marketing | permalink | edit (requires password)
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