Minedshare 11 4 08


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Third preso - focus on effectiveness of blogs as a marketing medium

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Minedshare 11 4 08

  1. 1. Opus Creative Minedshare 11.4.08 keith.gerr@opuscreative.com
  2. 2. Reusable lunchbox systems Kids Konserve Lunchopolis
  3. 3. Consumers exposed to 12% fewer ads. Why?: - Slow economy - People shifting behavior to social web - Ads going to niche sites which aren’t tracked by Neilsen “the clutter measure provides a relative benchmark to help media buyers understand the Web sites that provide the optimal level of impressions within an acceptable amount of clutter.” Neilsen
  4. 4. “Papercuts.com designed a plug-in for web browsers which replaces ad banners with whatever the user chooses - email, pictures, social networking profile, news, etc.”
  5. 5. “Companies tend to become more risk-averse in an uncertain economy,” said Megan Slabinski, executive director of The Creative Group. “But when budgets are lean, it can be an opportune time for firms to try new or unproven promotional strategies and distinguish themselves from competitors.”
  6. 6. “The number of those who read blogs at least once a month has grown 300% in the past four years”
  7. 7. “Blogs influence purchases: One half (50%) of blog readers say they find blogs useful for purchase information.”
  8. 8. “Blogs go beyond tech: Outside of technology-related purchases, for which 31% of readers say blogs are useful, other key categories include media and entertainment (15%); games/toys and/or sporting goods (14%); travel (12%); automotive (11%); and health (10%).”
  9. 9. Decide on a product or service: 21% Refine choices: 19% Get support and answers: 19% Discover products and services: 17% Assure: 14% Inspire a purchase: 13% Execute a purchase: 7% Blog readers’ responses regarding blogs’ influence as it relates to the following steps of the purchase process:
  10. 10. 1. Look at any marketing effort as the beginning of a conversation. 2. Closely monitor the conversation and be ready to respond to consumers. 3.Provide consumers with tools that help them carry on the conversation for you. 4. Leave room for consumers to interact. Make sure your creative universe is big enough that there are unexplored areas. 5. The conversation is over when the consumers say it is, not when the media plan (or the budget) says it is. 6. Listen and learn from the feedback loop. Lars Bastholm is Co-Chief Creative Officer, AKQA
  11. 11. MTV is in yer MySpace, Dude! “Auditude can run ads of any format across copyrighted content. The company has indexed about four years' worth of TV programming and thousands of films. When at least five seconds of a show have been uploaded, Auditude can identify what it is and even when it aired.”
  12. 12. “Brand name lags well behind factors such as quality, price, health benefits, value, convenience of preparation and taste.”
  13. 13. Be a participating being blog.opuscreative.com