In a 28 page pdf entitled Building Brands Online Kathryn Koegel shares valuable industry information in a whitepaper for AdAge Insights. Mrs. Koegel provides snap-shots of various areas of marketing at the enterprise level. Issues within planning and measurement make the bulk of the whitepaper which features twenty-two colorful charts. Some of the tid-bits I pulled from reading through it are included here.
The worlds of branding and direct response are the Venus
and Mars of the ad world—or are they? One is all squishy and
emotional, filled with beautiful sentiment that goes straight to
the heart. The other gets right to the point: click, slam, bam,
thank you, ma’am—you’ve just lowered your car insurance or
whitened your teeth.
That’s a gross simplification of how branding and direct
response work, and how they have been irrevocably changed in
the digital age. (pg. 4)
The whole notion of “branding” as some
sort of consumer/product connection/value
system dictated by marketers is not relevant
in the age of ubiquitous media and
consumer control. Interactive media have blown up the very
notion of what a brand is, making it more consumer-involved and
dynamic. Brands can now be direct sellers, content producers,
bloggers, tweeters and even friends without having to rely on
media to deliver those messages. Consumers can seek out those
brands, connect with them through social networks, tweet about
them, and instantaneously let all their friends know what they
think about them or what they plan to buy. (pg. 6)
BEST PRACTICES IN USE OF SOCIAL MEDIA: REACH OR CONVERSATION?
Anyone looking at the user-growth curve of Facebook must stand in
awe before this latest player in the reach market (see chart 11, P. 12).
Over the past year, the site morphed from a utility for twentysomethings
into a mass-market destination that reaches 42% of
the online population, according to Pew. There are a whole lot of
people out there posting status updates, but is advertising on social
networks the best possible use of this type of communication?
The OPA study on the significance of various types of content
for advertising shows that ads on social networks are not as effective
at driving product sales or even brand searches as other types
of content. Perhaps the environment for social-media ads is akin to
e-mail: so personal and engrossing that ads are not particularly
noticed.To be sure, more research on the topic is needed.
So, if the inventory is not as great in value as content, what is it
good for? Nielsen, which has developed a product in conjunction
with Facebook, called Facebook Brand Lift, points out in its report
“Advertising Effectiveness: Understanding the Value of a Social
Media Impression” that ads on Facebook are better served to generate
brand conversations (see chart 12). The basic point is that
the same creative used to push a message elsewhere may not work
as well in a social environment. “Brand Advocacy” ads, or ads
designed to drive conversation about a brand, are a better way to go. (pg. 13)
FINDING THE MAGIC
But in this technologically and data-driven media world, there’s
still a place for storytelling and connecting values with products
and services. (pg 26)
Check out this and other Ad Age whitepapers at Ad Age Insights.