Marketing Momentum

Saturday, January 28, 2006

Perspective: Blogging's Impact on Advertising

Rob Hyndman's expresses some interesting thoughts in his "The Democratization of Advertising" post.

He wonders if the blogosphere will change target marketing - I think it will, but not to the degree he describes. I don't expect it to be a quick change as blogging is still a new technology that's not widely, or as widely, used as websites. I know more folks who don't know what a blog is, let alone conduct a search on them, than those that do.

I don't ever see advertising going away. There will always be bloggers and podcasters who are willing to sell ad space. They're already doing it.

The blogosphere actually provides an opportunity to companies as they develop their own blogs - like GM. There will still be people who are brand loyal and wanting to subscribe to their favorite brand's blog.

Some organizations are hiring marketing/PR professionals just for the purpose of monitoring what's being said about the company via the internet, comment on blogs, and maintain the company's blog. I remember reading, some months ago - before I blogged, where Target hired a professional to monitor statements on the company via the internet.

If marketers need information on bloggers, podcasters, RSS subscribers and whatever else, I have faith in future entrepreneurs to provide solutions. Just review Marketing with RSS and learn what SimpleFeed has and is planning to offer.

Marketers are going to have to become more savvy in how they reach target markets as consumers customize the media they receive with blogs, podcasts, customized home pages and various others resources. We may need a better understanding of our target market's psychographics and not rely so heavily on demographics.

Filed In: , , , , , , , , , , , , , , , , , , , , ,

Wednesday, January 25, 2006

Home Depots Offers New Experience in Online Shopping

"Our mission is to become the world's largest online home improvement retailer," remarked Home Depot Direct President Harvey F. Seegers.

According to DMNews, Home Depots recently announced it plans to double its online business each year for the next five years with technological advances including:

  • Expertise on demand with videos - soon to be sold on a subscription basis
  • Virtual product demonstration that provides real-time configuration of products being viewed
  • Remote diagnostics so customers can set or unset home security systems, turn on indoor or outdoor lights, even turn off the sprinkler system from
  • Handling shopping and transactions in 20 languages

Saturday, January 21, 2006

Marketing with RSS

Is RSS changing the way marketers reach target audiences? It appears so.

RSS allows every visitor to subscribe and receive updates on items that interest them. For marketing professionals, that means providing information to potential customers without knowing a thing about them including what it is about your business that interests them - a definite change in target marketing based on consumer research.

As Greg Sterling posted on MarketingShift, "Eventually RSS will be entirely mainstream, driven by consumer usage of newsreaders and other personalization tools (e.g., Firefox, MyYahoo, MyMSN). Content providers and marketers will need a simple way to adopt RSS distribution to connect with those users. Indeed, for marketers, the potential and promise of RSS is the elusive goal of one-to-one marketing."

MarketingShift's interview with Marc Clarson, CEO of SimpleFeed, provides good insight on the complexities of implementing RSS feeds for marketing and information on the company for those looking to outsource.

Two key points to note:
  • There is a need for personalization (multiple feeds) and it's hard to do. Too many can be overwhelming to viewers and an in house staff.
  • Marketers still want information on subscribers making seamless integration of RSS with client databases and distinct information on users and content interests desirable.

I can honestly say I recently proposed an RSS feed to my employer and it's something our IT department is investigating.

Filed In: , , , , , , , , , , , , ,

Monday, January 16, 2006

Crazy Ad

I was recently listening to the Dec. 22nd podcast of the PodCast Radio Show, and heard a totally off the wall shocking commercial for It goes a little something like this...

Mothers, do you have an ugly baby?
Does your baby stop traffic?
Does your baby put the health of elderly people at risk?
Does the bus driver tell you "You can't bring that monkey on board" saying "I don't care if you've gone to the trouble of dressing him up in a onesy."

If you've answered yes to any of these questions, you got the rarest of creatures - The Ugly Baby, which leads to a difficult decision: should you be taking photos of your ugly baby? The answer is yes! After all, it's better than coming face to face with the real thing.

So for that one in a million ugly baby, or the merely beautiful ones there's where it's easy to get film quality prints from your digital camera. Just go online to and have beautiful prints delivered right to your door. You can hold them in your hands an marvel at the miracle of that precious monkey, ugh child.

I totally couldn't believe what I was hearing. I guess with podcasts you can get away with a lot more, because I just can't imagine hearing this on free radio and it being successful and not offending the masses. However, after the first time I heard it I remembered the name, told a coworker about the ad, and visited ShutterFly's website.

Filed In: , , , , ,

Saturday, January 14, 2006

Goggle Continues to Expand Brand Advertising

According to Brandweek , Google recently signed a deal to take a five percent stake in AOL, which will sell search and display ads in Google's AdWords system, permitting AOL to sell search ads on its own site and package brand and search campaigns to advertisers.

Google's already began allowing its advertisers to choose specific sites in its network to place graphical advertising, and now, AOL's sales force, experienced in dealing with brand advertisers, will also sell such ads.

AOL hopes to direct more users to its free web portal from the partnership. AOL's content will likely gain more prominent placement on Google Video, a search engine that catalogs Web video.

Filed In: , , , , , , , ,

Tuesday, January 10, 2006

Sprite & Bud Light Advertise on iPods

The interest in advertising on iPods just keeps growing. Sprite and Bud Light are offering entertainment shorts for folks to watch on their iPod. Sprite provides a series of comedy videos entitled Marcus hates his job, and Bud Light offers the psuedo-documentary about Ted Ferguson, Daredevil.

Does this cross the fine line between entertainment and advertising? Perhaps, but that's what makes the most memorable ads memorable.

Tuesday, January 03, 2006

Monitoring the Competition with Your iPod

Podcasts aren’t just for listening pleasure, rather the more savvy sales and marketing professional uses them for a competitive edge. With there currently being 6,000 podcasts and 6 million subscribers and growing (according to PodBlazes White Papers), podcasts provides another outlet in staying on top of what your competitors are doing.

Many large companies, like GM, already have blogs and some are starting to launch into podcasting. Granted many podcasts are more home-grown efforts and range from every topic imaginable – just take a look at PodCast Alley. However, many cover the latest in business news. So, if your main competition isn’t podcasting, you may still be able to monitor their actions from a business news podcast.

Christopher Carfi provides important points to note when using podcasts for monitoring your competition.

Filed In: , , , , , , , , ,