Is native advertising something new, or just a new name? Is it the same as content marketing? How does it relate to social media marketing? Does native advertising work? Does it have negative consequences for society?Should native advertisement be deregulated, or should it be more seriously regulated?
20 best marketing_and_advertising_campaigns_weve_ever_seenSelf-employed
This document provides summaries of 10 remarkable advertising and marketing campaigns. Some key lessons that can be stolen or borrowed from these campaigns include using simple calls-to-action, finding passionate niche audiences and entertaining them with immersive storytelling, giving audiences ways to participate and share content, releasing frequent and shareable episodic content, embracing disruption and cultivating direct fan relationships, focusing on what makes your brand different, and telling great stories.
The document discusses advertising concepts, definitions, objectives, techniques, forms, and ethics. It provides information on advertising agencies, campaigns, and effectiveness models like AIDA. Some key points include:
- Advertising aims to persuade audiences to purchase products/services or take action.
- Objectives include increasing awareness, sales, market share, and brand recognition.
- Common techniques are repetition, endorsements, emotional appeals, and association.
- Campaigns involve coordinated messages across media over time to achieve objectives.
- Agencies help create, plan, and manage campaigns for advertisers.
- Effectiveness models like AIDA describe the customer journey from awareness to action.
How to tell your story in noisy digital worldRichard Meyer
The incredible brand awareness and bottom-line profits achievable through social media marketing require hustle, heart, sincerity, constant engagement, long-term commitment, and most of all, artful and strategic storytelling.
Digital marketing by_Srikanth Rayaprolu Nitin Bhosle
Digital marketing is marketing that makes use of electronic devices (computers) such as personal computers, smartphones, cellphones, tablets and game consoles to engage with stakeholders. Digital marketing applies technologies or platforms such as websites, e-mail, apps (classic and mobile) and social networks.
Experiential marketing allows customers to interact with brands in sensory ways to experience products firsthand. With over 50% of internet time spent consuming content and billions of hours spent on social networks each month, social media is a powerful tool for brands to engage customers and move products. Examples were given of companies like Old Spice, Nutella, and Stone Brewery that have used creative social media campaigns to drive engagement, sales, and brand loyalty. The presentation emphasized the importance of social media for brands and provided recommendations for craft breweries to decide audiences, develop content, and engage key stakeholders through their social media strategies.
The document discusses fundamentals of creative development for advertising ideas. It provides examples of participatory ads that involve consumers, such as allowing users to play a role in developing ad spots. The value is in making the idea part of daily life, providing utility, or getting consumers to take action. Good ideas are participatory, interactive, user-generated, shareable, useful and enduring. They come from understanding media, technology, behavior and having a relevant creative idea, such as enabling customers to extend happy hour or crowdsourcing clean restrooms. The shortcoming of some efforts is lack of scale or reach. Success requires a combination of advertising, social media, experiential marketing, mobile and shareable ideas on platforms.
Viral marketing is a 15yo term with a lot of baggage—and we say it's time to kick it to the curb. Sure, you want your video or marketing campaign to "go viral," but viral isn't what a video or campaign is, it's a term that describes how it spreads. And unlike a real virus, which has the mechanism for spreading built right into it, your video is going to have to work a little harder. In this deck, we'll show you how and why.
20 best marketing_and_advertising_campaigns_weve_ever_seenSelf-employed
This document provides summaries of 10 remarkable advertising and marketing campaigns. Some key lessons that can be stolen or borrowed from these campaigns include using simple calls-to-action, finding passionate niche audiences and entertaining them with immersive storytelling, giving audiences ways to participate and share content, releasing frequent and shareable episodic content, embracing disruption and cultivating direct fan relationships, focusing on what makes your brand different, and telling great stories.
The document discusses advertising concepts, definitions, objectives, techniques, forms, and ethics. It provides information on advertising agencies, campaigns, and effectiveness models like AIDA. Some key points include:
- Advertising aims to persuade audiences to purchase products/services or take action.
- Objectives include increasing awareness, sales, market share, and brand recognition.
- Common techniques are repetition, endorsements, emotional appeals, and association.
- Campaigns involve coordinated messages across media over time to achieve objectives.
- Agencies help create, plan, and manage campaigns for advertisers.
- Effectiveness models like AIDA describe the customer journey from awareness to action.
How to tell your story in noisy digital worldRichard Meyer
The incredible brand awareness and bottom-line profits achievable through social media marketing require hustle, heart, sincerity, constant engagement, long-term commitment, and most of all, artful and strategic storytelling.
Digital marketing by_Srikanth Rayaprolu Nitin Bhosle
Digital marketing is marketing that makes use of electronic devices (computers) such as personal computers, smartphones, cellphones, tablets and game consoles to engage with stakeholders. Digital marketing applies technologies or platforms such as websites, e-mail, apps (classic and mobile) and social networks.
Experiential marketing allows customers to interact with brands in sensory ways to experience products firsthand. With over 50% of internet time spent consuming content and billions of hours spent on social networks each month, social media is a powerful tool for brands to engage customers and move products. Examples were given of companies like Old Spice, Nutella, and Stone Brewery that have used creative social media campaigns to drive engagement, sales, and brand loyalty. The presentation emphasized the importance of social media for brands and provided recommendations for craft breweries to decide audiences, develop content, and engage key stakeholders through their social media strategies.
The document discusses fundamentals of creative development for advertising ideas. It provides examples of participatory ads that involve consumers, such as allowing users to play a role in developing ad spots. The value is in making the idea part of daily life, providing utility, or getting consumers to take action. Good ideas are participatory, interactive, user-generated, shareable, useful and enduring. They come from understanding media, technology, behavior and having a relevant creative idea, such as enabling customers to extend happy hour or crowdsourcing clean restrooms. The shortcoming of some efforts is lack of scale or reach. Success requires a combination of advertising, social media, experiential marketing, mobile and shareable ideas on platforms.
Viral marketing is a 15yo term with a lot of baggage—and we say it's time to kick it to the curb. Sure, you want your video or marketing campaign to "go viral," but viral isn't what a video or campaign is, it's a term that describes how it spreads. And unlike a real virus, which has the mechanism for spreading built right into it, your video is going to have to work a little harder. In this deck, we'll show you how and why.
What does it take to succeed in 2014? Not to scare you, but this year's gonna be a doozy. From tiny consumer attention spans (they're down to 8 seconds now) to social media overload, social marketers have a tough year ahead.
Luckily, there's hope! Our free Survival Guide is your roadmap to the biggest obstacles facing social marketers this year. You’ll learn:
- The eight major obstacles facing social marketers in 2014
- Why each obstacle is really an opportunity in disguise
- 47 (count ‘em – 47!) actionable steps you can take right now
The document outlines 8 provocations about the future of marketing and social brands:
1. Social equity will drive brand value as brands focus on inspiring favorable conversations.
2. Communities will have more value than platforms as people's choices are driven by social benefits not technology.
3. All marketing must add value through meaningful engagements instead of interruptions.
4. Mobile devices are already the most important technology and strategies must focus on mobile.
5. Brands will use recurring themes or "leitmotifs" instead of singular big ideas to tell their story over time.
6. Brands will practice active listening on social media to gain insights instead of just tracking mentions.
7. Experiences
The document discusses 5 ways for companies to encourage customers to share content on social media. They are: 1) Turn sharing into a game by holding contests and competitions; 2) Identify, recognize and reward influential customers who drive traffic; 3) Appeal to customers' sense of altruism by associating sharing with charitable causes; 4) Give customers something exclusive for sharing, like early access to products; 5) Let customers co-create value by choosing discounts or products. The goal is to provide compelling reasons for customers to become advocates by sharing content across their social networks.
BOBCM: Clever Content Builds Great BrandsJustin Kirby
My presentation at HMR International's The Great Content Marketing Summit 2016 (Branded Entertainment in the Digital Age) as part of the Medienforum NRW in cooperation with Eyes & Ears of Europe
From Mobile to Content First EngagementJustin Kirby
My presentation at FIPP London yesterday as part of their mobile strand that was billed as follows:
From Mobile to Content First Engagement: strategies for and examples of the best content-first, mobile-focused marketing campaigns in the world today
With a decline in advertising revenues and fears about the 'adblocalypse’ abound, branded content is being increasingly seen as a possible survival strategy by publishers. But is editorial-style content and its delivery through native advertising formats for brands enough to compete for consumers’ attention? We now live an increasingly skippable on demand world where mobile is becoming the first screen, particularly for the millennial audience who are consuming more video content than ever before. That’s why brands are looking at more innovative ways to engage audiences. Justin will explain how all marketing is now based around content and the different directions driving this - presenting inspiring examples and insights from global experts about how strategies are becoming content first and the role publishers can play in helping deliver this.
The document discusses why various businesses use social media. It provides quotes from business owners explaining their social media strategies and goals. They aim to engage customers, build their brand, gain feedback, stay connected with their community, reach new audiences, and more. The low cost of social media makes it accessible for small businesses to promote themselves.
This document discusses how businesses can leverage social media in various ways beyond just branding and marketing. It outlines 8 potential uses of social media:
1. Using social media for public relations by directly communicating with millions of consumers.
2. Leveraging social media for customer support by enabling customer communities to support each other at low cost.
3. Tapping into social media for market research by gaining insights from discussions among tens of millions of consumers.
4. Employing social media for promotions by creating viral campaigns that grow a brand's audience and drive sales.
5. Leveraging social media for new product development by tapping the collective wisdom of online communities.
Will Chamberlain has extensive experience building social media strategies and managing social profiles for various companies. Some of his accomplishments include developing a social media funnel for a credit reporting agency that lowered customer acquisition costs by 10x, creating a viral social media campaign for a commercial that generated 700k in free media for a brand, and evolving a brand's model based on social listening that led to the highest quarterly signups. He also helped humanize brands through user-generated content and podcasts, and scaled customer service for a company during a major data breach through social media.
This document discusses trends in advertising, particularly the growth of online advertising. It provides examples of companies using innovative online advertising strategies in both the hospitality industry and other fields. Experts predict that online advertising will continue growing as people spend more time on the internet and social media, and companies aim to reach customers through interactive digital platforms.
In today’s connected culture, earning and maintaining attention is hard.
Funnels and channels are out of date and irrelevant. Digital is no longer about reach or exposure. Or, it is, but not just about that. Reach is the beginning. Digital success is all about ‘what’s next.’
Building relationships is about humanity: People respond to being asked for help.. It’s no longer about attention or loyalty, its about a shared sense of purpose. From Tom’s to Patagonia, mission is key.
Caleb Gardner, Digital Director of Organizing For Action, is strategist behind President Obama’s digital relationship-building operation. He joins Barefoot Proximity’s strategist Craig Heimbuch for a discussion about the nature of relationships between people and brands and why digital success means behaving more like humans than marketers.
1. How should marketers and movements think about strategy in today’s digital climate? Do traditional funnels and channel thinking still matter?
2. Why is asking for help more important than offering something for free? And how does digital ubiquity make it easier to create real relationships at scale?
3. Why does reach matter less than depth? How can brands and movements benefit from the thinking that 60M followers don’t matter?
Find out the answer to these questions in BBDO + Proximity's presentation, "Human Nature @Scale."
Driving better ROI through Social Media-All about the ApproachBrandlogist
The article provides 8 tips for driving better ROI from social media marketing, including focusing on relevant target audiences rather than just numbers of followers, emphasizing tone of voice over share of voice, using social media to drive marketing campaigns, starting by listening to existing conversations, sharing and facilitating discussions, and choosing the right metrics like relevant engagement rather than just numbers. The author advocates treating social media as a way to build dialogue around your brand rather than just another marketing checkbox.
Branded Content Research Network: Seminar 1 Investigating Branded ContentJustin Kirby
This document discusses the evolving definitions and conceptualizations of branded content. It notes there is no agreement on how branded content is defined and there are competing frameworks for understanding it. The document also examines perspectives on whether terms like "branded content" are still relevant given how integrated content and marketing now are. It provides examples of frameworks for analyzing branded content and discusses open questions and needs for further research on the topic from an academic perspective.
The present and future of the content marketing industry, by the editors of The Content Strategist. Trends, data, and best practices in brand publishing.
Collaboration of the Masses: Crowdsourcing & CrowdfundingLaura Amole
This document summarizes crowdsourcing and crowdfunding trends. It discusses how companies like Chase and Pepsi have embraced these trends through programs like Chase Community Giving and Pepsi Refresh. Chase Community Giving allows Facebook fans to vote on charity donations, while Pepsi Refresh is an online grant program where projects are voted on. The document also discusses how crowdfunding can benefit startups and entrepreneurs in need of funding, and how recent laws like the JOBS Act support this trend of crowdfunding.
Lucidity london how your business could use social media (2014)Guy Steele-Perkins
This document provides an overview of how businesses can leverage social media. It discusses 10 key areas where social media can impact a business: public relations, customer support, market research, brand marketing, promotions, consumer education, sales, product development, customer relationship management, and opportunities that have yet to be discovered. It then provides a 4-step process for developing an effective social media strategy: plan, build, promote, and measure. The planning process involves evaluating business objectives, assets, customers, and brand positioning. The building process involves creating custom social media pages, applications and promotions. The promotion process involves creating compelling content and campaigns. The measurement process involves real-time reporting and analysis to understand the impact on the brand.
1) Traditional advertising is ineffective as most online ads are ignored and over 96% of sales come from recommendations rather than ads.
2) A new approach called "convertising" uses social media to create conversations and build relationships with customers in order to influence purchases.
3) Convertising is more effective and less expensive than traditional advertising by tapping into social relationships and recommendations between customers.
Content marketing is all the rage. In a distracted world, where consumers are bombarded with advertising and overwhelmed by media and device choices, brands are searching for a new ways to connect—ideally over the long term. And many marketers are turning to content with varying degrees of success.
What does it mean for a brand to engage in content? What, exactly, is content anyway? What value is it to brands? Do brands have the right to compete against publishing companies? How do brands know whether or not their content is driving business results?
This whitepaper will touch on all of these topics. But, if there’s one thing to remember, one cardinal rule for brands to follow when starting a content marketing program it is this:
Content is often categorized as art or commodity, but for marketers, that misses the point. First and foremost, it needs to be thought of as a tool for driving discovery, engagement and trial. And, like all tools it has a purpose—to provide value to the consumer. On that score, content can always be optimized to provide ever more consumer value, which translates into ever more brand value.
Written by Craig J. Heimbuch—award-winning journalist and author, best-selling ghostwriter and Senior Content Strategist at Barefoot Proximity—this whitepaper provides a framework for brands looking to stand out by creating lasting, even lifelong relationships with consumers via content.
The New Viral: Effective, Not Just InfectiveBen Grossman
Subservient Chicken. Old Spice Guy. Real Beauty Sketches. They’re the stuff of viral video and marketing legend.
But where does that leave viral marketing today? Surprisingly abandoned. According to Google search data, interest in viral marketing has decreased by 80% since 2004.
Meanwhile, efficacy has evolved into a central focus for marketers who were once simply concerned with view counts and eyeballs. 86% of marketing leaders admit that their content marketing is only somewhat effective at creating business value. It’s the dawn of The New Viral – a digital and content marketing approach focused more on being effective than simply infective, while still making the most of organic spread.
Social Media Marketing: Success Stories & Case Studies Vanessa CEO
This seminar analyzes examples of how companies and brands have been able to successfully put the power of social media marketing to advance their business success. The plan for this class is to analyze between 4 and 6 difference cases. Social media sites discussed include: Facebook, LinkedIn, Twitter & YouTube. The goal is also to attempt to help attendees convert their own social media business activity into a potential success stories.
Native advertising is a growing trend as banner blindness increases and mobile usage rises. It involves paid advertising in an editorial format that matches audience expectations. There are four main types: in-feed, in-read, recommendation links, and custom content. Native advertising helps brands communicate in a more engaging way than interruptive ads. It requires a content strategy around a common message, tone, and guidelines to ensure transparency and measurable goals. While similar to content marketing, native advertising is always paid media aimed at driving users to a brand's own content.
The document provides a history of online advertising from 1994 to the present. It discusses how banners and click-through rates were initially seen as promising metrics but were later realized to be flawed. Engagement became a new focus as advertisers wanted campaigns that exposed brands for longer. Custom engagements are now desired but remain rare due to economic and logistical challenges in developing truly unique ideas. The future may involve new companies that specialize in creating custom digital experiences for publishers and advertisers.
What does it take to succeed in 2014? Not to scare you, but this year's gonna be a doozy. From tiny consumer attention spans (they're down to 8 seconds now) to social media overload, social marketers have a tough year ahead.
Luckily, there's hope! Our free Survival Guide is your roadmap to the biggest obstacles facing social marketers this year. You’ll learn:
- The eight major obstacles facing social marketers in 2014
- Why each obstacle is really an opportunity in disguise
- 47 (count ‘em – 47!) actionable steps you can take right now
The document outlines 8 provocations about the future of marketing and social brands:
1. Social equity will drive brand value as brands focus on inspiring favorable conversations.
2. Communities will have more value than platforms as people's choices are driven by social benefits not technology.
3. All marketing must add value through meaningful engagements instead of interruptions.
4. Mobile devices are already the most important technology and strategies must focus on mobile.
5. Brands will use recurring themes or "leitmotifs" instead of singular big ideas to tell their story over time.
6. Brands will practice active listening on social media to gain insights instead of just tracking mentions.
7. Experiences
The document discusses 5 ways for companies to encourage customers to share content on social media. They are: 1) Turn sharing into a game by holding contests and competitions; 2) Identify, recognize and reward influential customers who drive traffic; 3) Appeal to customers' sense of altruism by associating sharing with charitable causes; 4) Give customers something exclusive for sharing, like early access to products; 5) Let customers co-create value by choosing discounts or products. The goal is to provide compelling reasons for customers to become advocates by sharing content across their social networks.
BOBCM: Clever Content Builds Great BrandsJustin Kirby
My presentation at HMR International's The Great Content Marketing Summit 2016 (Branded Entertainment in the Digital Age) as part of the Medienforum NRW in cooperation with Eyes & Ears of Europe
From Mobile to Content First EngagementJustin Kirby
My presentation at FIPP London yesterday as part of their mobile strand that was billed as follows:
From Mobile to Content First Engagement: strategies for and examples of the best content-first, mobile-focused marketing campaigns in the world today
With a decline in advertising revenues and fears about the 'adblocalypse’ abound, branded content is being increasingly seen as a possible survival strategy by publishers. But is editorial-style content and its delivery through native advertising formats for brands enough to compete for consumers’ attention? We now live an increasingly skippable on demand world where mobile is becoming the first screen, particularly for the millennial audience who are consuming more video content than ever before. That’s why brands are looking at more innovative ways to engage audiences. Justin will explain how all marketing is now based around content and the different directions driving this - presenting inspiring examples and insights from global experts about how strategies are becoming content first and the role publishers can play in helping deliver this.
The document discusses why various businesses use social media. It provides quotes from business owners explaining their social media strategies and goals. They aim to engage customers, build their brand, gain feedback, stay connected with their community, reach new audiences, and more. The low cost of social media makes it accessible for small businesses to promote themselves.
This document discusses how businesses can leverage social media in various ways beyond just branding and marketing. It outlines 8 potential uses of social media:
1. Using social media for public relations by directly communicating with millions of consumers.
2. Leveraging social media for customer support by enabling customer communities to support each other at low cost.
3. Tapping into social media for market research by gaining insights from discussions among tens of millions of consumers.
4. Employing social media for promotions by creating viral campaigns that grow a brand's audience and drive sales.
5. Leveraging social media for new product development by tapping the collective wisdom of online communities.
Will Chamberlain has extensive experience building social media strategies and managing social profiles for various companies. Some of his accomplishments include developing a social media funnel for a credit reporting agency that lowered customer acquisition costs by 10x, creating a viral social media campaign for a commercial that generated 700k in free media for a brand, and evolving a brand's model based on social listening that led to the highest quarterly signups. He also helped humanize brands through user-generated content and podcasts, and scaled customer service for a company during a major data breach through social media.
This document discusses trends in advertising, particularly the growth of online advertising. It provides examples of companies using innovative online advertising strategies in both the hospitality industry and other fields. Experts predict that online advertising will continue growing as people spend more time on the internet and social media, and companies aim to reach customers through interactive digital platforms.
In today’s connected culture, earning and maintaining attention is hard.
Funnels and channels are out of date and irrelevant. Digital is no longer about reach or exposure. Or, it is, but not just about that. Reach is the beginning. Digital success is all about ‘what’s next.’
Building relationships is about humanity: People respond to being asked for help.. It’s no longer about attention or loyalty, its about a shared sense of purpose. From Tom’s to Patagonia, mission is key.
Caleb Gardner, Digital Director of Organizing For Action, is strategist behind President Obama’s digital relationship-building operation. He joins Barefoot Proximity’s strategist Craig Heimbuch for a discussion about the nature of relationships between people and brands and why digital success means behaving more like humans than marketers.
1. How should marketers and movements think about strategy in today’s digital climate? Do traditional funnels and channel thinking still matter?
2. Why is asking for help more important than offering something for free? And how does digital ubiquity make it easier to create real relationships at scale?
3. Why does reach matter less than depth? How can brands and movements benefit from the thinking that 60M followers don’t matter?
Find out the answer to these questions in BBDO + Proximity's presentation, "Human Nature @Scale."
Driving better ROI through Social Media-All about the ApproachBrandlogist
The article provides 8 tips for driving better ROI from social media marketing, including focusing on relevant target audiences rather than just numbers of followers, emphasizing tone of voice over share of voice, using social media to drive marketing campaigns, starting by listening to existing conversations, sharing and facilitating discussions, and choosing the right metrics like relevant engagement rather than just numbers. The author advocates treating social media as a way to build dialogue around your brand rather than just another marketing checkbox.
Branded Content Research Network: Seminar 1 Investigating Branded ContentJustin Kirby
This document discusses the evolving definitions and conceptualizations of branded content. It notes there is no agreement on how branded content is defined and there are competing frameworks for understanding it. The document also examines perspectives on whether terms like "branded content" are still relevant given how integrated content and marketing now are. It provides examples of frameworks for analyzing branded content and discusses open questions and needs for further research on the topic from an academic perspective.
The present and future of the content marketing industry, by the editors of The Content Strategist. Trends, data, and best practices in brand publishing.
Collaboration of the Masses: Crowdsourcing & CrowdfundingLaura Amole
This document summarizes crowdsourcing and crowdfunding trends. It discusses how companies like Chase and Pepsi have embraced these trends through programs like Chase Community Giving and Pepsi Refresh. Chase Community Giving allows Facebook fans to vote on charity donations, while Pepsi Refresh is an online grant program where projects are voted on. The document also discusses how crowdfunding can benefit startups and entrepreneurs in need of funding, and how recent laws like the JOBS Act support this trend of crowdfunding.
Lucidity london how your business could use social media (2014)Guy Steele-Perkins
This document provides an overview of how businesses can leverage social media. It discusses 10 key areas where social media can impact a business: public relations, customer support, market research, brand marketing, promotions, consumer education, sales, product development, customer relationship management, and opportunities that have yet to be discovered. It then provides a 4-step process for developing an effective social media strategy: plan, build, promote, and measure. The planning process involves evaluating business objectives, assets, customers, and brand positioning. The building process involves creating custom social media pages, applications and promotions. The promotion process involves creating compelling content and campaigns. The measurement process involves real-time reporting and analysis to understand the impact on the brand.
1) Traditional advertising is ineffective as most online ads are ignored and over 96% of sales come from recommendations rather than ads.
2) A new approach called "convertising" uses social media to create conversations and build relationships with customers in order to influence purchases.
3) Convertising is more effective and less expensive than traditional advertising by tapping into social relationships and recommendations between customers.
Content marketing is all the rage. In a distracted world, where consumers are bombarded with advertising and overwhelmed by media and device choices, brands are searching for a new ways to connect—ideally over the long term. And many marketers are turning to content with varying degrees of success.
What does it mean for a brand to engage in content? What, exactly, is content anyway? What value is it to brands? Do brands have the right to compete against publishing companies? How do brands know whether or not their content is driving business results?
This whitepaper will touch on all of these topics. But, if there’s one thing to remember, one cardinal rule for brands to follow when starting a content marketing program it is this:
Content is often categorized as art or commodity, but for marketers, that misses the point. First and foremost, it needs to be thought of as a tool for driving discovery, engagement and trial. And, like all tools it has a purpose—to provide value to the consumer. On that score, content can always be optimized to provide ever more consumer value, which translates into ever more brand value.
Written by Craig J. Heimbuch—award-winning journalist and author, best-selling ghostwriter and Senior Content Strategist at Barefoot Proximity—this whitepaper provides a framework for brands looking to stand out by creating lasting, even lifelong relationships with consumers via content.
The New Viral: Effective, Not Just InfectiveBen Grossman
Subservient Chicken. Old Spice Guy. Real Beauty Sketches. They’re the stuff of viral video and marketing legend.
But where does that leave viral marketing today? Surprisingly abandoned. According to Google search data, interest in viral marketing has decreased by 80% since 2004.
Meanwhile, efficacy has evolved into a central focus for marketers who were once simply concerned with view counts and eyeballs. 86% of marketing leaders admit that their content marketing is only somewhat effective at creating business value. It’s the dawn of The New Viral – a digital and content marketing approach focused more on being effective than simply infective, while still making the most of organic spread.
Social Media Marketing: Success Stories & Case Studies Vanessa CEO
This seminar analyzes examples of how companies and brands have been able to successfully put the power of social media marketing to advance their business success. The plan for this class is to analyze between 4 and 6 difference cases. Social media sites discussed include: Facebook, LinkedIn, Twitter & YouTube. The goal is also to attempt to help attendees convert their own social media business activity into a potential success stories.
Native advertising is a growing trend as banner blindness increases and mobile usage rises. It involves paid advertising in an editorial format that matches audience expectations. There are four main types: in-feed, in-read, recommendation links, and custom content. Native advertising helps brands communicate in a more engaging way than interruptive ads. It requires a content strategy around a common message, tone, and guidelines to ensure transparency and measurable goals. While similar to content marketing, native advertising is always paid media aimed at driving users to a brand's own content.
The document provides a history of online advertising from 1994 to the present. It discusses how banners and click-through rates were initially seen as promising metrics but were later realized to be flawed. Engagement became a new focus as advertisers wanted campaigns that exposed brands for longer. Custom engagements are now desired but remain rare due to economic and logistical challenges in developing truly unique ideas. The future may involve new companies that specialize in creating custom digital experiences for publishers and advertisers.
Magazines, newspapers, TV stations, radio stations and online publishers – let’s call
them media companies – have been producing news content to attract an audience for
years.
Some might say that media companies were the original content marketers.
And no matter if that content was published on paper or broadcast over a signal;
people are attracted to that content to learn about the day’s breaking news and to stay
in the know.
The document discusses how media companies can leverage inbound marketing to engage audiences and increase advertiser revenue. It outlines some of the challenges media companies currently face like lack of qualified sales leads, lack of differentiation from competitors, fragmented content consumption, and loss of print advertising dollars. The document then proposes that inbound marketing can help by generating qualified leads for sales, helping advertisers achieve their goals like more car or insurance sales, learning more about audiences to engage them, and introducing new revenue streams through marketing services packages. It includes perspectives from a panel of media company executives on these topics.
On David Ogilvy, Football, and the Real Meaning of CreativeMichael Moeder
The document discusses David Ogilvy, the "Father of Modern Advertising," and his two fundamental laws of advertising - that the message must come from the consumer perspective and that if an ad does not sell, it is not creative. It argues that most Super Bowl ads, which cost millions, fail by these standards as 80% do not increase sales or interest. In contrast, advertising on public radio has higher rates of positive impact and loyalty from listeners due to the credibility and quality environment of public radio.
This document summarizes key findings from a study on the state of social media:
- 60 million Americans now frequently use social media multiple times per day. Usage has surged significantly in recent years.
- Facebook has nearly 50% of the social media market share in the US. YouTube and Twitter are also very popular.
- People now spend about 25% of their total online time on social networks like Facebook and Twitter.
- Older age groups, those over 45, now represent almost half of Facebook users and are adopting social media rapidly. Their purchasing habits are increasingly influenced by social platforms.
The document discusses the rise of native advertising and defines it as sponsored content that is relevant to consumers, not interruptive, and looks similar to the surrounding editorial content. It summarizes research conducted on consumer behaviors and attitudes toward native advertising versus traditional ads. The research found that younger generations have a strong preference for native advertising and are more likely to interact with brands online. It concludes that native advertising is effective for reaching younger audiences and is likely to continue growing as these generations age.
Instead of buying ads, email lists, or cold calling, inbound marketing focuses on creating educational content that pulls people toward your website where they can learn more about what you sell on their own accord.
This slide deck gives a brief overview of inbound marketing.
The document discusses best practices for building an effective brand newsroom. It recommends clearly defining the target audience and establishing an editorial proposition that provides "news you can use" rather than just promoting the brand. It also advises finding an authentic tone of voice and focusing on quality over going viral. The key is producing useful content that addresses issues the audience cares about rather than just talking about the brand.
The Access Era: Funding Favorability and DemocracyJarrod Dicker
Media business models are evolutionary, not revolutionary. As subscriptions puts more content behind a paywall, there is a focus around the consumer need for information access and the opportunities for institutions to build a value exchange to do so. Jarrod Dicker unveils the new relationship between consumers, advertisers and publishers, the importance of convenience and trust, and the approach towards building an open and lucrative ecosystem for information on the web.
Clever content marketing campaigns to inspire youGoodman Lantern
Content marketing is an effective lead generation tool, but coming up with ideas for content marketing campaigns can sometimes be a pain in the rear. If you’re finding that your idea bucket is running dry, you’re not alone. According to Zazzle Media, 65% of companies find it challenging to produce engaging content, while 60% struggle to produce content consistently. Unfortunately, content marketing is all about consistently producing engaging content to keep your visitors coming back, and hopefully turn them into customers. Producing lacklustre content on an irregular schedule means you’re losing out.
To help you keep your momentum going, we’ve compiled a list of some brilliant content marketing campaigns. We hope they inspire you!
Does all the hype surrounding social media make sense?
Isn't it time that somebody tried to deconstruct all this bull shit?
What are social media? Are they the same websites we used to call social networks? Why did we start calling them social media?
What is social media marketing? Are companies doing it right? Does it make sense to send people who visit your website to Twitter and Facebook?
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15 questions-about-native-advertising
1.
2. INTRO
What is native advertising? Is it a new
practice, or little more than a new name? Is it
legal?
Is it the same as content marketing? How
does it relate to what was sold to us as the
greatest content marketing strategy ever, i.e.
social media marketing?
Does native advertising happen only on
social media, or has the practice spread to
newspapers?
Does native advertising work? For whom
does it work? Does it have negative conse‐
quences for society?
2
3. How was the problem dealt with in the
past? Should native advertisement be deregu‐
lated, or should it be more seriously regu‐
lated? Which other problems may native ad‐
vertising face?
3
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4. 1. WHAT IS NATIVE
ADVERTISING?
Native advertising is the latest name given
to the practice of placing advertisements that
look like the editorial content of a publication.
[1]
Native advertising usually takes the form
of an article or a video which is produced by
an advertiser with the intent to promote a
product or a brand, while matching the style
used in the normal content of the publication.
This practice gets more attention by con‐
sumers, as some of the credibility of the news
publication rubs off on the advertising mater‐
4
5. ial.
Native advertising is increasingly popular
on the web, the mixing of content and adver‐
tising being for the most part accepted on
websites with no content of their own, such as
search engines or social media websites.
5
6. 2. IS IT A NEW PRACTICE?
No.
In the 20th Century, the word advertorial
was coined in the United States by blending
“advertisement” and “editorial” to describe
newspaper ads made to look like editorial con‐
tent. [2]
In the previous century, advertisers in the
US paid to place reading notices in newspapers.
These notices looked like regular articles about
products or companies, but they were written
by the companies themselves.
The price for this kind of advertising was
at least twice the rate which was being asked
6
7. for traditional advertising clearly set apart
from editorial content.
In 1909, retail store marketer Albert Edgar
wrote that they were worth the premium pre‐
cisely because “the public reads them as mat‐
ters of news and not as items of advertising”.
[3]
7
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8. 3. IS NATIVE ADVERTISING
LEGAL?
Every country has its own rules. [4]
The most common labels used on rep‐
utable websites are “Advertisement”, “Ad”,
“Promoted”, “Sponsored”, “Featured Partner”,
or “Suggested Post” in the top or at the bot‐
tom of the ads.
Sometimes the brand name of the spon‐
sor is mentioned, as in “Promoted by [brand]”,
“Sponsored by [brand]” etc.
However, there is no agreed upon indus‐
try-standard disclosure.
8
9. And, to make matters worse, some disclo‐
sures are hard to understand.
While “Ad” next to sponsored results on a
search engine might be clear enough, what
does an article “Sponsored by [brand]” mean?
Is it like a TV show “Brought to you by
[brand]”, or is the brand having a say in the
content of the article itself?
9
10. 4. ARE CONTENT
MARKETING AND NATIVE
ADVERTISING THE SAME?
No.
Content Marketing is a form of marketing
focused on creating content deemed relevant
for a target audience.
Content marketing dates back to the sec‐
ond half of the 19th Century, with publica‐
tions such The American Bee Journal, The Edison
Electric Lighting Company Bulletin, or the Jell-O
Recipe Book. [5]
Another very successful case of content
10
11. marketing is the Guide Michelin. [6]
Content marketing can attract attention,
generate brand awareness and credibility, in‐
crease sales, expand the customer base via
sharing of the material and even coalesce a
community of users around a problem and a
product that can help solve that problem.
11
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12. 5. WHAT HAPPENED TO
SOCIAL MEDIA
MARKETING?
Only a few years ago, everybody was
praising social media marketing as the great‐
est content marketing distribution channel
ever. Did things not work out as beautifully as
planned?
Companies sent their customers away
from their pristine websites and over to Face‐
book and Twitter and Instagram, where they
pumped out as many messages as possible,
only to find out that not too many people
were content about their content. [7]
12
13. Then things went totally down the drain
when Facebook started talking about “organic
reach”, or the percentage of a company's fans
who would on average see a company's posts,
and then proceeded to slash said reach. [8]
As a result, companies turned to native ad‐
vertising to push their content.
13
14. 6. WHAT IS SOCIAL MEDIA
MARKETING TODAY?
Some people agree that it was not wise to
think they could pump their messages for free
via Facebook forever.
Some think that it didn't make sense.
According to Julie Fleischer, Director of
Data, Content and Media at Kra , brands
shouldn’t post content they don’t deem wor‐
thy of paying to distribute. Content marketing
makes sense only if the content you produce
is good enough that you want to pay to dis‐
tribute it. [9]
14
15. Today, a better definition of social media
marketing would probably include every mar‐
keting activity done on social media, both the
work to create content to be shared there and
the native advertising work that is increasingly
necessary to push said content.
15
16. 7. WHAT ABOUT
INFLUENCER MARKETING?
We can think of influencer marketing as an‐
other type of native advertising.
If only a small number of your company's
followers see your posts on social media, one
possible solution, as we have seen, is to buy
ads to push those posts.
Another solution is to pay people who
have amassed a vast following on Facebook or
Twitter or Instagram - and to whom organic
reach doesn't apply yet - to distribute your
message.
16
17. Oh, no, not just normal people who have
a large following. In theory, people who are
experts in their field and who have the power
to influence others.
But do they?
Can we reasonably expect a campaign to
have a bigger effect just because it is being
spread by supposedly influential people?
Doubts abound. [10]
17
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18. 8. DOES NATIVE
ADVERTISING HAPPEN
ONLY ON SOCIAL MEDIA?
No.
Native advertising happens on any media
that is willing to take the money.
It happens with in-feed ad units of spon‐
sored content alongside what our friends
share on social networks, for example with
promoted tweets on Twitter or promoted sto‐
ries on Facebook, where it's relatively simple
to understand what is an ad and what isn't.
These ads have proven to be a boon for
18
19. Facebook, especially after organic reach was
slashed. [11]
As a result, tech startups such as Outbrain
and Taboola have made it possible to out‐
source the buying and selling of native adver‐
tising on a wide array of more traditional me‐
dia websites.
19
20. 9. WHAT ABOUT NATIVE
ADVERTISING ON
NEWSPAPERS?
Newspapers have been hit hard by the In‐
ternet. First, circulation took a dive. Second,
they lost classifieds ads to websites such as
Craigslist and Ebay.
Newspapers seem stuck with a format that
mimics web portals, forced to sell loads of
banner ads with the dubious help of ad-tech
companies.
Following the success of Facebook, The
Huffington Post and Buzzfeed with native adver‐
tising, many traditional media outlets jumped
20
21. into the game.
By 2013, the Online Publishers Associa‐
tion reported that 73% of their members in the
United States were offering native advertising
opportunities, either in-house or outsourced.
[12]
21
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22. 10. CAN IT GET ANY
WORSE?
Many newspapers have sold out.
Some have allowed advertisers to mislead
consumers. Some create content on demand
for advertisers.
Some agreed to cover only electronic gad‐
gets made with the components produced by
a sponsor. [13]
Equally disturbing is what happens to
these articles after they go online. Some pub‐
lishers allow native advertisements to appear
on their “most read” tabs as if they were nor‐
22
23. mal articles.
And then there's Google. Keywords such
as “sponsored by” or “advertisement” are of‐
ten presented in graphics, which means they
elude search engine crawlers and will rank as
if they were real articles, and appear identical
to real articles once a user performs a search.
23
24. 11. DOES NATIVE
ADVERTISING WORK?
Yes, apparently it does.
Over 50 years ago, Reader’s Digest ran a
test to find out if advertorials worked better
than normal ads.
They ran two mail-order ads with the
same exact text – a normal advertisement and
a second one formatted to look like a normal
Reader’s Digest magazine article – for a low-
sodium alternative to regular salt. The adver‐
torial resulted in 81% more orders. [14]
Click rates for native advertising are
24
25. higher and advertisers are able to leach credi‐
bility from news publications.
For these reasons, just like at the end of
the 19th Century, advertisers are willing to pay
more than they pay per impression compared
to banner ads.
So, is everybody happy?
25
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26. 12. WHY DOES IT WORK?
According to the deception theory devel‐
oped by Manoj Hastak and Michael Mazis, ads
like advertorials and native advertising manip‐
ulate consumers’ schema - which is to say, the
way consumers think about the world. [15]
Why does this matter?
First, because it's a deceptive door opener
– a way to get people to click more or read
more than they would have had they realised
it was advertising.
Second, because if consumers don't un‐
derstand that they are reading is an ad, they
are less ready to skeptically evaluate claims
26
27. and thus avoid scams.
Unless both the product you're advertising
and your copy are brilliant, the truth is that
native advertising works best when it's decep‐
tive.
27
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28. 13. DOES IT HAVE
NEGATIVE
CONSEQUENCES?
Native advertising has negative conse‐
quences for readers, both as consumers and as
citizens.
As consumers, native advertising makes it
harder for us to accurately assess product
claims. As a consequence, we risk being misin‐
formed about products and the promises they
make.
As citizens, native advertising undermines
the credibility of the press, to the point that
we lose faith in the media as a vehicle for de‐
28
29. mocratic discourse.
A further problem is that native advertis‐
ing allows companies to set the agenda. Just
like companies lobby legislators, they can now
write articles and directly influence public
opinion.
Forbes magazine proudly claim they al‐
ready published nine-thousand sponsored
posts. Goodbye to the news. [16]
29
30. 14. SHOULD NATIVE
ADVERTISEMENT BE
DEREGULATED?
Absolutely not, if you ask me.
Some think that we need to level the play‐
ing field, so that traditional newspapers will
be able to join the race to the bottom with web
upstarts.
They say that consumers enjoy native ads
more than regular ads.
They also claim that if native advertising
will be allowed to go on, consumers will un‐
derstand that they are being fooled and
30
31. change their expectations of online news me‐
dia - which seems to be in contrast with their
first argument. [17]
Why not take the opposite route and
force everybody to follow stricter rules?
Shouldn't we protect both consumers and the
public's trust in the media?
31
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32. 15. WHAT DOES THE
FUTURE HOLD FOR NATIVE
ADVERTISING?
First, it is possible that further legislation
will be passed to regulate native advertising. In
1912, for example, the US Congress passed the
Newspaper Publicity Act , which mandated that
all publishers seeking subsidised postage
clearly label as advertising “all pieces for
which valuable consideration was paid”. [18]
Second, readers are likely to wake up and
become less gullible. Third, ad-blockers will
probably start blocking more and more spon‐
sored content.
32
33. Lastly, what effect will real-time bidding
have on native advertising?
Is it going to help native advertising, or is
it going to debase it from a special, curated
initiative that gets sold only to special clients
to another run-of-the-mill form of advertis‐
ing?
33
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