Neat use of a simple ' wrapper ' around this cross track projection promoting Nokia's new N97.marketing technology
Wednesday
Wrapper
Neat use of a simple ' wrapper ' around this cross track projection promoting Nokia's new N97.
Friday
3471 miles, one large pizza.....
and a personal response from there customer service department all in under 4 hours (the pizza took 20 minutes from order).
Slightly off topic I know, but ordering online from London a large pizza for my work colleagues in NewYork (as I always interrupt there lunch because of the time difference) for delivery had a relevance and instant (well almost) gratification for both them (full bellies) and myself (now I do not feel so guilty).
marketing technology
They fulfilled there promise of a 20 minute delivery, I had the ability to track the pizza from the oven, to the delivery van right upto the office for delivery. Sure the feedback email could have been crafted to at least appear more personal, but for an outlet that deals with ticket items with a $20 value I commend them for completing the customer service and satisfaction 'loop'.
All of this from a small outlet?
marketing technology
no - a multinational that understands customers satisfaction is imperative to command their loyalty - Domino's.
Tuesday
Are you really watching
It is interesting to see again the key advertisers and media agencies from WPP and Publics are challenging not only the monopoly that Nielsen has on providing data and informationon who, what and for how long we are listening and watching content, but also the accuracy and the methods they use.
marketing technology
From an online perspective it is interesting Nielsen's still pursues the ' user active ' model for measurement (measuring activity and clicks within the window).
Many more applications and online tools are either passive (in the case of music streaming sites and TV) or open secondary windows in which the users are engaged with content, tools and application however not in the ' host site ' - however Nielsen's chooses discount the time spent after 30 minutes, which will in these circumstances result in under estimation of consumer exposure.
A recent example of the content owner and Nielsen data being at odds with each other was the recent dramatic reported fall in Second Life online time from high’s of 22 hours down to 9 – a fall that the Linden Labs contradicts pointing to a rise of just over 7% , from 35.5 hours per month to 38.6 hours per month.
So who is right?
Linden being the source would have a deeper insight ( albeit it possibly biased ) than a 3rd party organisation such as Nielsen as to their users activity. This combined with the very fact the advertisers are willing to drive there need directly for more analytical and representational data (above), goes to prove that these advertisers want to know how big a bang they are getting for their buck, but Nielsen must find a middle ground that there clients and trade bodies is happy with.
marketing technology
From an online perspective it is interesting Nielsen's still pursues the ' user active ' model for measurement (measuring activity and clicks within the window).
Many more applications and online tools are either passive (in the case of music streaming sites and TV) or open secondary windows in which the users are engaged with content, tools and application however not in the ' host site ' - however Nielsen's chooses discount the time spent after 30 minutes, which will in these circumstances result in under estimation of consumer exposure.
second life - online time down over 40%?
A recent example of the content owner and Nielsen data being at odds with each other was the recent dramatic reported fall in Second Life online time from high’s of 22 hours down to 9 – a fall that the Linden Labs contradicts pointing to a rise of just over 7% , from 35.5 hours per month to 38.6 hours per month.
So who is right?
Linden being the source would have a deeper insight ( albeit it possibly biased ) than a 3rd party organisation such as Nielsen as to their users activity. This combined with the very fact the advertisers are willing to drive there need directly for more analytical and representational data (above), goes to prove that these advertisers want to know how big a bang they are getting for their buck, but Nielsen must find a middle ground that there clients and trade bodies is happy with.
8 out of 10 cats.....
3 TV spots, all using customer feedback information in the commercial to validate their claims. marketing technology
marekting technology
The significance for these products and brands (apart from all being in the beauty segment ) John Frieda, Dove, Gillette Quattro is that the tone of the message is moving from merely a broadcast message which is traditionally associated with Television to one that more resembles online – using customer feedback (and therefore an element of transparency and honesty) to support the marketing message.
Previous attempts to add credibility to products which are being ‘punted’ on TV have revolved around awards and accolades – while these do add an element of validity to the marketers promises, are always somewhat removed in terms of actual context from the day to day that we consumers live in, or lack the depth in how their products may be used by us the consumer.
The best 4x4 by far, as voted by What car magazine or European car of the year does not add the context by which I will actually use the product. It’s a start I agree, but how about “ as voted by the soccer mums of New Jersey who have 3 children, drive approximately 10,000 miles per year, drive on vacation to the Canada each year towing two boats and is occasionally used by the husband at weekends “ would give that context wrapper that online reviews achieve.
While Whiskers cat food has been doing it for years on TV ( using cats ! ) I think it is going to be interesting to see which brands start trying to adopt more consumer lead recommendation endorsement through the channel of TV.
The significance for these products and brands (apart from all being in the beauty segment ) John Frieda, Dove, Gillette Quattro is that the tone of the message is moving from merely a broadcast message which is traditionally associated with Television to one that more resembles online – using customer feedback (and therefore an element of transparency and honesty) to support the marketing message.
Previous attempts to add credibility to products which are being ‘punted’ on TV have revolved around awards and accolades – while these do add an element of validity to the marketers promises, are always somewhat removed in terms of actual context from the day to day that we consumers live in, or lack the depth in how their products may be used by us the consumer.
The best 4x4 by far, as voted by What car magazine or European car of the year does not add the context by which I will actually use the product. It’s a start I agree, but how about “ as voted by the soccer mums of New Jersey who have 3 children, drive approximately 10,000 miles per year, drive on vacation to the Canada each year towing two boats and is occasionally used by the husband at weekends “ would give that context wrapper that online reviews achieve.
While Whiskers cat food has been doing it for years on TV ( using cats ! ) I think it is going to be interesting to see which brands start trying to adopt more consumer lead recommendation endorsement through the channel of TV.
But be warned, using TV alone and throwing up a few numbers will eventually result in these messages being passed over by consumers.
The winners will be those that
- Use information and data that is believable and statistically valid – asking 75 people, does this really represent a valid audience for a product that sells millions of units ?
- Support these claims through the online channels to again give authenticity to these claims
- Use feedback mechanisms to continue to garner insights from both the happy and dissatisfied customers.
- Build depth to the stories and use this depth to build relationships with those people whose feedback you are ultimately using to promote your product.
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