Sami Saglam - Annotated Bibliography

Part I - The Long Tail

http://sammy356.wikispaces.com/Annotated+Bibliography+-+part+I

Part II - Innovation in Online Advertising - How Mad Men are Watching You

http://sammy356.wikispaces.com/Annotated+Bibliography+-+part+II




Annotated Bibliography by Sean Lee


NameSources for information related to online advertising/marketing:
Post your annotated bibliography pieces here in the following format:
Name: Your Name
Article: Name of Article
Source: Source (can be online magazine, blog, etc., also can be journal article, etc.) with referring URL - if not listed above, please list above as well.
Tags/Keywords: What's this article about? Summarize using keywords.
Summary: 250-300 word synopsis. Feel free to include any graphics that help describe content.

Name: Byunghoon Cho
Article: Why Facebook Business Page Is A Must For Online Marketing?
Source:digg.com http://digg.com/newsbar/topnews/why_facebook_business_page_is_a_must_for_online_marketing_2
Tags/Keywords: Facebook, Marketing strategy, Online Marketing, business
Summary:
The author mainly talks about the effectiveness of Social networking and social marketing system especially focusing on Facebook advertisement. He also gives his personal experiences with Facebook ad that has promoted his business to a new level with more captive users, asserting that assembling a Facebook page for business is vital.
To name a few distinct advantages of Facebook ads mentioned by the author, firstly, Facebook has a simple installation and configuration in creating the page. Secondly, with a Facebook Business page advertisers are able to keep in contact directly with their active users and get honest opinions and suggestions which help to improve their business with customer expectation. Thirdly, they can employ the latest possible online marketing tool by building a Customize Facebook page and promote their organization. Moreover, the custom Facebook page not just fortifies the online presence and increase revenue for your business, but also determines a trust and good rapport involving the connected audience.
For those of the advantages listed above, most enterprises create Facebook Page to make a business presence in the internet world widening the audience around the globe with the networking strategy.

Name: Byunghoon Cho
Article: Sorry Facebook, consumers prefer branded websites to find “deals”
Source: New Media and Marketing
http://newmediaandmarketing.com/sorry-facebook-consumers-prefer-branded-websites-to-find-deals/shopping-online-ecommerce/
Tags/Keywords: Facebook, online marketing, business, Facebook Ad
Summary:
Facebook would have marketers believe that no brand can be successful without a Facebook page and they have even gone as far as to suggest that a Facebook page can replace a branded website. However, according to the author, that is not what consumers said during a recent survey for the following reasons:
  1. 1. It is a lot easier to go to a branded.company website to find what you want than to go to their Facebook page.
  2. 2. Facebook pages do NOT replace brand/company pages but rather compliment them as part of an integrated strategy.
  3. 3. Marketers need to stop buying the hype around social media marketing and understand both its capabilities and limitations from a consumers point of view.
  4. 4. “Like” doesn’t work. Facebook pages that require you to hit the “Like” button just to see the content on the page is just plain marketing. This is really obnoxious, and it’s a method of gate keeping content.
Even though marketers believe that social media advertisements allow them to reach consumers with messages seamlessly tailored to their interests and social interactions. According to a research conducted by the author tells nearly two-thirds of people say they “hate” when a company targets them through their social networking profile, and 58% agree that social media marketing is invasive.

Name: Kalsoom Abbas

Article: Birth of a Social Salesman

Source: Forbes (http://www.forbes.com/sites/christinecrandell/2012/01/23/birth-of-a-social-salesman/)

Tags/Keywords: Marketing, Social business, Sales, Outsourcing, Unspoken Awareness, Social Salesman, Social selling.

Summary:
This article on Forbes.com talks about how social business is born in marketing and how companies are marketing using social channels to inform the potential customers. The interview taken from Phil Arturi, the president of White Hawk Sales Partners, in this article points out that now people are better informed and control the buying process. He states that people know what they want and they research about it and validate their buying options through multiple social channels. He further states that the salesmen now expect the customers to know what they want and need, know about the product, and know about the company they are purchasing from. Getting more insight into buying behaviours via social media helps develop messages help the businesses. He states that more time should be spent on teaching sales to use social media to build a meaningful relationship with the buyers and have sales conversations that prospects actually look forward to this will help the sales.

Name: Kalsoom Abbas

Article: Online Advertising through Social Media

By: Alice Osborn

Source: Inc.Tech (http://technology.inc.com/2009/01/01/online-advertising-through-social-media/ )

Keywords: Media Marketing, Social networking websites, Social media Advertiser. Advertisement, Facbook
This article places emphasis on social media marketers and how their interests are not limited to who you’re talking to and about what, but it goes beyond to understanding how you interact on social networking websites. Osborn explains the ideal social media advertiser as an individual who consistently “uploads, shares, rates, blogs” and of course an individual who’s friends trust them upon this platform. You are then not only the person being advertised to but also an individual who advertises for the company to friends who trust you. Osborn recognizes successful social media advertisers as those who have the knowledge on how to get current consumers to endorse and to “talk up” their specific product without “talking down” to their specific target market. Not only are they perfect at this but they further know how to locate the correct “community of friends to spend their advertising dollars”. An example of such an advertising company is Lotame, which gathers research through its Crowd Control medium building unidentified profiles of consumers by their “age, gender, zip code…their actions and interests on the social media site”. This program does not limit itself to uploaded or tracking details but further detects if a user’s mouse is idle or not. With the availability of such techniques, it is easy to occupy the confidentiality of users on social media websites such as, Facebook where information is lifted from their profiles to precisely target them. This article further aims to emphasize to such advertising companies that in order for social media advertising to gain the user’s trust, the company must “protect identifiable information and keep the data anonymous”

Name: Abid AbbasArticle 1: Online Marketing Strategy; Integrated Marketing Communication StrategySource: “PAM Hoelzle” (http://seattlebusinessconsulting.com/2010/09/08/online-marketing-strategy/)Tags/Keywords: Integrated marketing communication, content integrated, online marketing, social media.Summary:
Pam Hoelze in form of an online instruct-able type column tries to simplify the process of developing an effective online marketing communications strategy for potential clients, from scratch. The article highlights the fundamentals behind an effective strategy capable of sustainable strategic success.
  1. Who is the client and what do they want from you?
  2. Listen & Hear
  3. Confirm The Business & Marketing Goals
  4. Create Your Brand & Online Communication Platform.
  5. Align Business & Marketing Goals with KPI’s ( key business drivers- performance indicators)
  6. Develop Integrated Marketing Communication Strategies for each Marketing Goal
  7. Develop Key messaging/content for each Integrated Marketing Strategy
  8. Confirm the tactics and communication tools that will drive each of the IMC strategies
  9. Confirm Messaging/Content for each online social tool/tactic
  10. Develop the Integrated Marketing Communication Plan: Strategies, tactics, budget, timelines, and benchmarks of success.
  11. All measurement, analytics and 24/7 feedback systems (listening, engaging, hearing outposts) are in place and being monitored.
From steps one to four the article focuses on the importance of knowing your client inside out, as it is the most important step to a healthy campaign. Designing a campaign for a client is more than just a project. These are essentially steps that require the marketer(s) to fully absorb the clients’ image, perception, goals, motivations, and mentality and be the face of the client throughout the process.
Further down the steps the article’s focus shifts to the longevity and success of the campaign in the long run and the short run. Whereby knowing the client and successive data feedback analysis pays off.
The article not only provides us with the key fundamentals of a successful campaign, but also provides with some tips and tricks to stay relevant and healthy in the industry.


























Name: Abid Abbas

Article 2: Make More Commissions With Contextual Ads

Source: http://blt-web.com/articles/Contextual_Ads.php

Tags/Keywords: Page content, Ad providers, beta testing.

Summary:

Going through the Ad design project, whereby three different types of ads needed to be designed for online publishing purposes. One of the key lessons learnt from that
experience is, technical problems seldom show their face through the design process and miraculously appear once all is said and designed, and mere publishing is left.
Though this articles primary focus seems to be on maximizing returns through the architecture of ad design; from the drawing board to the consumer, it does touch upon some important lessons within the industry. Having sentenced in bold, the article states: “No matter how much your website is making for you right now, adding contextual ads to your pages can increase that amount considerably.”
Having contextual ads that provide some form of useful, intriguing, entertaining, or informative content for its viewer can do wonders to boost client traffic. The article gives an overview of the essentials that one should consider in designing the visuals of an ad while catering to the product/brands specific needs. Such considerations could be: relevance, convenience, an intuitive feel, and no intrusive lay outs (since they may come across as scams).
Beyond the visuals and content, the article also provides with some useful types of online advertisements useful to specific brands or product s. With insight into the placement of these ads and the effectiveness, varying from these placement. Finally the article ends with the emphasis on testing. TEST, TEST, TEST! Always worthwhile to test the ad across multiple platforms, pages and software just to save one from the embarrassment of a non-functional ad.






Name: Aanchal Katyal
Article : Secret Salsa Recipe : The Best Digital Marketing Mix
Source: Adotas, online news publishing website
Tag words : Marketing, Advertising, target market
http://www.adotas.com/2010/03/secret-salsa-recipe-the-best-digital-media-mis/

This article was written by John McCarthy who specializes in search engine optimization. This article aims to focus on how different types of advertising is meant to target different people and every campaign has to have a goal and a well defined target market. It is very important to have a specific budget for your campaign.Also, it focuses on the fact that you have to have a good overview of what you are doing and how you are planning to do it because different strategies for different purposes is what makes a business marketing campaign successful.
The article furthermore discusses that social campaigns and campaigns that are embedded into content are responsible for various new customers and bring traffic to a website so that people can easily interact through social networking websites and newspapers and blogs.
The author further compares marketing with the preparation of salsa; different preparation for different taste. The pairing of salsa to an appropriate dish is similar to pairing an appropriate campaign with customers and making sure not to over do it i.e. make the salsa too hot.In conclusion, the author tries to accomplish the task of explaning how varitation and control of marketing starategies.
The article tries to conclude that just because a marketing strategy has been successful in the past for some other product does not mean it will be successful for your product because the strategy has to complement your product.

Name: Aanchal Katyal
Article : Viral Marketing, What's Next
Source: Blueverse, making money online explained
Tag words: social networking, viral marketing, subscribing
http://www.blueverse.com/2011/01/06/viral-marketing-whats-next/


This article was written by Ryan who is a regular financial writer on Blueverse.This article focuses on the continuous growth of viral marketing. Viral marketing is generally popular on social networking websites where it is very easy to share something with fellow peers.For example, YouTube has caused fame to many people by just posting a video on the website. Another great example is twitter that lets every internet and mobile phone user to continuously tweet about anything and everything without it ever decreasing in popularity. Businesses have started to use this as a marketing device which encourages users to retweet their tweets so that their advertisement is read by a vast variety of users which causes a viral effect. Furthermore, a lot of online advertising can be free if it is established the right way, i.e through facebook and twitter or create a website that is easily accessible.Even though social networking websites are mean to network with family and peer they have been attracting a lot of marketers because of its effectiveness and its capacity to draw attention towards their products and services in a way that is not overwhelming and allows users to share and subscribe to information and it leads to that information becoming viral. In conclusion, the author tries to emphasize the power of online marketing and the advantages it can bring to a particular product or services.

References

"Adotas." Secret Salsa Recipe: The Best Digital Marketing Mix. Web. 21 Mar. 2012. <http://www.adotas.com/2010/03/secret-salsa-recipe-the-best-digital-media-mis/>

"Viral Marketing, What's Next." Blueverse. Web. 21 Mar. 2012. <http://www.blueverse.com/2011/01/06/viral-marketing-whats-next/>





Name: Roxanna Dehghan
Article: "Nightmare on Madison Avenue Media Fragmentation, Recession, Fed-up Clients, TiVo--it's All Trouble, and the Ad Business Is Caught up in the Wake."
Source: Fortune Magazine Aritcle
Tag Words: Online, Advertising, e-commerce
<http://money.cnn.com/magazines/fortune/fortune_archive/2004/06/28/374368/index.htm>.

This article offers a useful overview of the ‘recent’(the article was published in 2004) changes in the practices of US advertising. The article begins from the ad-market crash of 2001, originally appearing as an article in the business magazine Fortune, it explores the significant changes that the advertising industry and especially advertising agencies are experiencing in the new millennium. Leonard examines issues such as audience disintegration and the dwindling ratings of the broadcast networks, new technologies like cellphones and DVRs, merging of ownership in advertising agencies, the recession of the early 2000s, and our advertising-saturated society. The author concludes that these factors have caused the culture and practice of advertising to change fundamentally, with the creative personnel losing power and prestige, while those responsible for media planning and buying have gained prestige. With this argument, this article complements the notion of contemporary society within advertising. The course outline discusses how the course will explore “the practices and tools of effectively marketing and promoting goods and services online” what the article examines is the tip of the iceberg. Although the Internet has been around for 40 years, it has only been explored to its current degree for 15, this article shows the early evolution of advertising and marketing online. Madison Avenue executives were weary about entering this new era of advertising and were not sure how to monetize from it. Similar to what was discussed in class, we can see a revolving door of problems within this article and Leonard discusses how Madison Avenue and PVRs was the Music Industry after Napster hit. The new forms of advertising one sees today is easy to understand, but when it first occurred it was complicated.

Name: Roxanna Dehghan
Article: Abandoned Shopping Carts
http://www.zippycart.com/ecommerce-news/abandoned-shopping-carts-the-achilles-heel-of-ecommerce.html
Source: Blog
Tag Words: E-commerce, shopping carts, online stores

In the beginning of CCT356, Mr. Jones discussed the problem with abandoned shop carts on e-commerce sites. The problem of selling online takes many forms. First you must build it before they come. Then you must find ways to drive customers to the site. Then you must merchandise your products and make it easy and desirable to buy. And finally, you must close the sale. The bane of all ecommerce sites is the abandoned shopping cart, the incompleted transaction. The articles states that up to 75% of all shopping carts are abandoned before the sale is closed.
1. High shipping prices (72%)
2. Comparison shopping or browsing (61%)
3. Changed mind (56%)
4. Saving items for later purchase (51%)

In this article there are four ways to combat cart abandonment. The author suggests snipping shipping costs, such as a flat fixed rate. If they seem fair, then customers will have an incentive to purchase multiple products and options such as free shipping for ever a certain amount will only intensify this. Another way to mend this problem is uncomplicated checkouts, some sites have three to four ways to exit the site, 1 click check out will relieve the stress from customers in this sort of situation. Security is a bigconcern for many consumers, letting them know that their information is secured with the e-commerce website they are using is very helpful. Finally the last suggestion the article gives is just the problem of distracting consumers, make sure user friendly navigation is used and that shopping cart is easy to edit.


Name: Shaliah Hassan
Title: Marketing success and failure: How far apart are they?
Source: Adams, H. (2005). Marketing success and failure: How far apart are they? Contracting Business, 62(9), 54-54,56. Retrieved from http://search.proquest.com/docview/231523081?accountid=14771
Tag Words: Marketing, success, construction, customer service, personalization
Synopsis: Adams creates an original read as he tells a story about business and success; the customer. As Adams renovates a home has purchased he comes in contact with several business men/ contractor that he potential wants to hire for his job. Through his story there are several lessons that were taught about image, professionalism and value selling; not everything that is cheap is good and if it does not look professional odds are the customer will look past you. Also not creating Lastly, personalization and customer service; creating an experience for the customer is key, whether it is visiting a website or having a telephone conversation. His first encounter started with a contractor he hired for home renovations. For 1/3rd of what Adams is paying now, he could have hired Claude, an unprofessional, poorly dressed and unattractively unhygienic. Due to this, the extra money means that the job is done right and done with dignity; lowering the price to compensate for the lack of professionalism does not bring more customers to you). The second instance is a phone conversation that began with little respect and ended with no call back. Lack of customer orientation and service leads to no service period. Lastly, a third instance was provided of a company that is fully books remains professional by keeping appointments, accommodating the consumer as well as following up with the client to ensure satisfaction; marketing not done by newspaper advertisements or fridge magnets but through word- of=mouth. By creating a professional working environment, maintaining credibility is one of the few ways that how companies create customer retention. From Adams experiences, an accurate representation of how firms fail to do such elementary actions (a must read article).


Name: Shaliah Hassan
Title: Innovative Marketing in SMEs
Source: O'Dwyer, Michele, Audrey Gilmore, and David Carson. "Innovative Marketing in SMEs." European Journal of Marketing 43.1/2 (2009): 46-61. Print.
Tag Words: Small business, innovation, organization, SME, marketing
Synopsis: In the context of this course, using the media to market in innovative ways proves to be strategically. Looking at multi and transnational corporations, such firms have to money to spend on brilliant as well as risky advertising methods whiles smaller firms may not. The article by O’Dwyer, Gilmore and Carson looks at the specific characteristics of SME’s (small and medium enterprises) which helps to isolate innovative ways of media marketing; alot of this planning is treating SME’s like a large firm by structured and coherent plans therefore planning for SME’s is not about the product or process but about the dynamic environment of the firm and social activities (networking/trade activities). Things to consider that should be different then larger firms is the ability to adapt, focus on customer orientation and satisfaction, positions factors in the market, vision, profit, and innovative and unique proposition. One predominant idea was that the marketing scheme should be able to maximize all benefits for such firms; commonly the change the thinking process of these firms to operate in a competitive environment; making the company uniquely dynamic therefore makes the company have an advantage. The purpose of this article is not to propose a new way of SME’s to succeed but to offer new ways of looking at commonly used techniques, characteristics and limitations of SME’s. By paring innovative and pioneer ways, businesses can create an adaptable business including strategies, goals and culture.





Name: Kevin Carey
Article:
Guy Kawasaki Explains How Entrepreneurs Are Getting Social Media All Wrong

Source:Business Insider : http://www.businessinsider.com/guy-kawasaki-explains-how-entrepreneurs-are-getting-social-media-all-wrong-2012-3
Tags/Keywords: Social Media/Business/Entrepreneurs/ Twitter/Facebook/Google +/Small business

Summary: The article is an interview with Guy Kawasaki, A former chief evangelist at Apple and the founder of Alltop.com. Kawasaki gives young Entrepreneurs and small business owners advice on how to begin their social media marketing campaigns.

Kawasaki gives fairly simple and straight forward advice for newcomers to social media: just dive in. Create accounts on the popular social media platforms and see how things work out. He even suggests avoiding hiring a social media consultant, saying that it is very difficult to create concrete long term plans with services like Twitter, Facebook or Google + when a business is just beginning to use the services.

Kawasaki is also a strong supporter of Google + as he see's it as a more flexible platform when compared to Facebook, particular Google +'s ability to edit posts after they have been posted.

Perhaps his best advice comes during his discussion on SEO. As discussed in class previously, Kawasaki suggests the best way to increase your search engine rank is to write strong content. Good content will naturally work it's way to the top and it is best to avoid tricking Google into increasing page rank, rather spend more time developing the best content you can create.

Name: Kevin Carey
Article: Still Social by Design?
Source: The Big Orange Slide, The official blog of Grip Limited: http://bigorangeslide.com/2012/03/still-social-by-design/
Tags/Keywords: Facebook, Timeline, brands, social media.

Summary: The article by Dylan Dempsey, the Associate Technical Director at Grip Limited, provides an analysis on Facebook's new transition of have Brand pages assume the "Timeline" layout which differs greatly from the previous page layout. His main criticism is that Facebook could be transitioning from a platform that was once focused on being " social" to a platform that is more advertising and brand oriented.

He provides a series of details that seem to undermine the importance of community on these brand pages. First being the enlarged cover photo that is seen on many pages, which forces the "wall" section of each page to be forced below the fold and is noticeably smaller.

He also comments on the fact that brands can now "pay to greatly increase their chances of being displayed in their fan's newsfeeds." He notes that having this option may seems like a great opportunity for marketers and brands to increase their exposure, he suggests that increasing the number of ad's on a users newsfeed may actually decrease the amount of fan page subscriptions due to their annoyance. Users will ultimately become less engaged with the content and the campaign will become less affective.


Name: Julian Policarpio
Article 1: How to: Optimize Your Content for Social Discovery By David Sasson
Source: Mashable Business http://mashable.com/2011/04/07/optimize-content-social/
Tags/KeyWords:Search Engine Optimization (SEO), marketing, advertising, social networking services, information architecture, content management

Summary:
The article places focus on the ways in which companies are redefining their tactics with regards to search engine optimization and content discoverability. In essence, the articles central argument is the restructuring of content to improve a webpage’s bounce rates, which Sasson argues is in direct relation to a webpage’s “discoverability”.
The solution? Moving away from designing websites optimized for crawlers and search engines such as Google, and fitted towards actual flesh and blood readers. The article affirms that we are in an era with a changing landscape in regards to the discussion of content discovery. Search engines are usually designed for the user to find an answer to a question, as opposed to discovering new and interesting content. With that being said, the underlying question is how to create content that users will come across by merely browsing, instead of searching?
Sasson’s solution is quite simple: what he claims as “the return to common sense principles” which he divides into four simple categories:

1. Write Better Headlines
Sasson argues that an articles headline should be “interesting and feed people’s curiosity” as opposed to focusing on keyword density as well as repetition.

2. Make It Visual
The addition of an interesting thumbnail to the article has shown to spark interest amongst users. Incorporating an stimulating image to a body of text allows for a higher chance to capture a potential visitors attention from both externally and within the website itself.

3. Hold On to the Readers You Have
In essence, this pertains to information architecture, and paying close attention to laying out the information that will make sure visitors come across good reading material, as well as links to other related articles. This particular characteristic puts navigation to the forefront. Clicking deeper into the site is the primary goal.

4. Create the Best Possible Content in the First Place
Sasson explains this tactic quite matter-of-factly: original well written content will only allow for more recommendations, sharing and actual reading of it.
Overall, Sasson claims that SEO should be one portion of what makes ones content highly discoverable ­ and maintain a significant online presence. Overall, creating and designing content for humans as opposed to crawlers is a sure way to allow for this.

Name: Julian Policarpio
Article 2: For Mobile Ads, Bigger is Better
Source: BizReport News & Insight for Online Marketers By Krista Knight http://www.bizreport.com/2012/03/for-mobile-ads-bigger-is-better.html
Tags/Keys Words: Greystripe, IDC, Millennial Media, Mobile Ad Trends, Mobile Advertising, Mobile, Device Trends, Online Advertising,

Summary:
The article highlights the exponential growth of tablet sales, with over 100 million units sold for the year of 2011 and a forecast of similar sales figures for 2012. The author takes note of the current dominance of the iOS products, specifically the iPad and its global dominance in terms of market share, but forecasts the growth of Android-based tablets to eventually surpass Apple. This eventual transition between leaders in market share is mainly through Google’s tactic of creating relatively lower priced tablets in mass volumes. However, Apple will remain the leader in market revenue share for the several years. Aside from the overall growth in tablet sales, eReaders have also experienced significant growth in sales.

With an evident growing presence in the consumer market through its sheer increase in sales, the discussion of mobile marketing is only natural. The most intriguing argument of the article is how larger advertisements on tablets, specifically advertisements designed to take up the entire screen, “earn five times more for developers than typical banner ads.” She takes Greystripe for example, an American based mobile advertising network, one of the largest in the US whose ads have been recorded to “earning $1,330/day and upwards of $24,000/month.”

In essence, the market for advertising on mobile devices, especially that of tablets and eReaders is a relatively young one, yet proving to be a lucrative one in terms of its potential return on investment. Quite explicitly, rich media full-screen ads (i.e. ads with animations, video, audio etc.) bring in the most revenue, as they maximize the chances of capturing a users attention through its heightened interactivity and engaging designs.


Name: Sujana Alahari
Article: How to buy online advertising on a budget.
Source: Globe and Mail article: http://www.theglobeandmail.com/report-on-business/small-business/digital/web-strategy/how-to-buy-online-advertising-on-a-budget/article1897142/page1/
Tags/Keywords: online advertising, budgeted online advertising, advertising new businesses
Summary:
Search Advertising: Google’s AdWords offers good return for small and emerging advertisers and search ads that appear after a user has searched something relevant. Google has great tweaking, tracking tools which make it a good place to begin as you can customize and modify your campaign on what's working.
Display advertising: Unlike text-based search ads, banners can be animated and eye popping, used as tools for awareness. Place banners on a media-buying agency or on Google’s Display Ad Network and directly approach websites keeping target markets in mind. Target local websites like online community-run newspapers or hyperlocal news sites. These sell affordable, localized banner space.
Local connections: Local marketing is crucial for emerging small businesses. Ensure your company is on Yelp and Google Maps which are location-specific services. Other localized services include FourSquare and Facebook Places where users can “check in” through mobiles when they visit locations.
Services like Groupon and Wagjag are growing in popularity. Bargain hunters get great deals as businesses try to gain a wider customer base as businesses want to reach more customer bases. These services reach new customers in the relevant markets as it is localized.
Facebook: Like Google’s search ads, Facebook has its own advertising system where advertisers create ads and bid on the price they are willing to pay for it. Facebook has lots of useful information about its users and ads can be demographically targeted. While ads in heavily contested markets are pricier, it’s also more effective as you reach your intended audience.
Advertisers use Facebook campaigns to gain more “Likes” on their Facebook pages. Facebook pages are essentially mini promotional sites and when users “Like”, they are added to a subscription list where advertisers can directly market to them offering deals and sales.
How effective are Facebook fans? While that still remains unclear, Webtrends reports acquiring every new fan accounts to a cost of $1.07.


Name: Sujana Alahari
Article: Should you develop an app for your business?
Source: Globe and Mail article: http://www.theglobeandmail.com/report-on-business/small-business/digital/web-strategy/should-you-develop-an-app-for-your-business/article1826529/
Tags/Keywords: apps, reaching clients, business apps.
Summary:
Apps offer special features unavailable on websites and they are easy to use. However, making one yourself or paying for another professional to make these customized apps can be pricey, requiring multiple write-ups for differing smartphones (ie- Blackberrys and iPhones app aren’t compatible with each other).
Emerging online app-creator services help in creating easy apps and it’s cheaper, though the downside is the lack of customizability and a share of the proceeds. There are various emerging app platforms for different industries. The pros of mobile websites include how it can be easily developed across platforms, offering many choices for platforms but these mobile websites do not offer the same range of features or the easy use of an app.
Apps and mobile websites should coexist to work best; clients want to always stay connected to their consumers. Hence, they opt for both. Create a mobile-friendly website before focusing on apps. It’s crucial for businesses to reach and help customers; customers should be able to search for businesses on search engines and access them and for this purpose, a website comes first before an app.
To gain a strong mobile presence, there needs to be fast access and information such as directions, contact information, phone numbers and also prices so customers can compare and buy. This sort of information should be available easy to access on the go.
Another advantage with apps includes features like using the phone’s GPS to pinpoint a needed location such as a store, built-in cameras and displaying graphic-rich content such as animation. Furthermore, the businesses’ app icon can be a prominent presence on the phone which keeps the brand in the consumer’s mind.
It’s recommended to integrate one’s app with existing popular apps such as Google’s maps or FourSquare rather than starting from scratch.




Name: Vince Gao
Article: Drive: The surprising truth about what motivates us
Source: http://www.youtube.com/watch?v=u6XAPnuFjJc&feature=endscreen&NR=1
Tags/Keywords: motivation, performance, incentives, bonuses, autonomy, mastery, purpose
Summary:
Dan Pink notes three surprising characteristics of motivation: autonomy, mastery, and purpose.
It's true, money is also a motivator, but it has side-effects. When put to the test, tasks requiring cognitive skills yielded lower results in several scenarios when compensated with higher rewards. How could higher incentives yield lower results? Pink suggest this was due to the lack of sense of purpose. Pink suggest the optimal way of paying employees is to pay them enough to get the topic of money off the table, so they can be motivated by other, more 'organic' means.

Pink also brought up the example of completely free-for-all work environment, where for 24 hours everyone could work on whatever they want with whoever they wanted, and this space for autonomy has yielded shockingly positive results. Traditionally this is no way to motivate people; but this philosophy is becoming quickly adopted: "you probably want to do something interesting, I'll just get out of your way" and NOT "Hey, here's $3000 if you can do something interesting for me".

As Pink speak on the topic of mastery, he postulated the following question: "why are so many (employed) people volunteering their time to create something, just to give it away for free?" Linux, Apache, Wikipedia were all born of such a medium. The apparent answer: challenge, mastery, and just making a contribution: a transcendental purpose.

Pink's stance is very positive, as was the US economy at the time of this talk, and he and did not emphasize on motivators in a less-than-optimal economy. It would be interesting to see whether these motivators are just as significant in more trying times.

Word Count: 272

Name: Vince Gao
Article: David Perry: Are Games Better than Life?
Source: http://www.ted.com/talks/david_perry_on_videogames.html
Tags/Keywords: video game, design, re-framing, re-imagining, meaning, virtual reality, autonomy, mastery, purpose
Summary:
David Perry outlines the evolution of the video game medium, and provides an overview of its impacts so far. Soon, the focus shifts to a student’s perspective, showcasing his interaction with video games as he grew up, citing his passion as an addiction, and claiming to live on the edge between reality and fantasy; and his gaming system became his virtual reality. This student goes on to suggest it is the game's ability to break down reality that generates so much wonder and awe, it is hard to imagine what happens when we 'unplug'.
Video games are no longer only focused on graphic designs and audio engineering, but its ability to evoke emotions and form a bond--emotion, purpose, meaning, understanding, and feeling.

This interactive medium has been said to be "fun, engaging, and leave your brain completely vulnerable to reprogramming." But is that bad? It certainly can be used maliciously, by market-savvy minds seeking to make a quick profit... but perhaps it can also do some good; imagine the games that show us to respect each other or require us to cooperate to succeed.

Connecting this with Daniel Pink's notion of 'transcendental purpose', the video game medium is very much capable of emulating a sense of purpose, the medium thrives on giving the players a sense of autonomy, and with enough practice, the players can achieve mastery.
It is worth noting the authenticity value of autonomy, mastery, and purpose, a clear example of fabricated authenticity in this department is the vastly popular games played over Facebook.
This medium is still in its infancy, a few missteps can take it to very strange or perilous places. Could this be the future? or will the entire industry hence entire medium degenerate into those mindless click-to-win games currently plaguing Facebook?

Word Count: 298





Name: Harkamal Japra
Article: How To Make Daily Deals Pay Off For Your Business
Source: http://www.entrepreneur.com/article/223174
Tags/Keywords: Daily Deals, Groupon, Business, LivingSocial, Coupon.

Summary: This article talks about the Internet and how it has become a major source of advertising providing consumers special offers with the use of coupons. Many of these offers come from sites such as Groupon, LivingSocial and other local based coupon sites. Online coupons prove to be a powerful marketing tool if used properly and cautiously for small businesses, as they can easily run out of business, with an overflow of sales on promotional priced products a business can actually lose money. Many Businesses also fail to get the most out of a deal as some customers turn out to be one-time users.

For example, LivingSocial had an $80 one-room paint job with paint included that had a value of $250. The owner of the painting business persuaded the customer for painting other rooms for a reasonable price and the customer was interested. However, no one from the business came through to follow up. The customer then assumed that other individuals probably bought the deal and the business must have been overwhelmed with the special offer that it did not have time to follow up with him and his business; leading to a wasted opportunity for the business. The main problem with online couponing is that most owners don’t know how to structure the deal or use a reasonable strategy that actually profits a business long-term rather than over-whelming sales during promotional offers leading to the downturn of businesses. Some things that make online coupons successful are things such as: Figuring out how much a new customer is worth to you (will this person become a regular customer or not?), prepare for an influx of customers (keeping customers satisfied no matter how busy the business may be), and Making sure the coupon customers are the right ones for you (making sure the advertised is reaching the targeted market, not just one-time users).

Name: Harkamal Japra
Article: Local Advertising: Devising an Online Strategy That Suits You
Source: http://www.sitepronews.com/category/articles/advertising/
Tags/Keywords: Marketing, Advertising, Facebook, Twitter, social media

Summary: This article talks about professionals complaining about Facebook, Twitter, Foursquare, YouTube, and a list of online media opportunities, as not all fit in for all businesses. Looking upon local advertising, businesses have to concentrate on how they market themselves. While everyone should take advantage of the Internet and social media, not everyone achieves the same results, what may be effective for one may be defective for another. Before making any decisions it’s important to decide upon how you plan on advertising taking into consideration the technical expertise, time, and money supporting the ultimate decision. It’s important to explore the options around by imagining how you would utilize resources to boost your business. Social media’s like Facebook and Twitter are examples of amazing media tools that require commitment. Are customers following and joining pages? If not and the social network sites seem irrelevant then there are many other outlets for means of local advertising.


It is argued that almost all businesses should have a website if not Facebook or Twitter as many prospects are turning to social media sites instead of Google when searching for products. With this being said, review sites are a spectrum of the Internet that you cannot just opt out of because you want to. Yelp and Citysearch provide space for clients to submit feedback whether it is good or bad it is user generated; you cannot remove anything from the sites unless it violates the websites guidelines. This can have a major impact, as review sites can often create deciding factors and having high ratings/recommendations can help greatly. Specific methods of marketing and advertising vary by industry and business. However, segmenting, targeting, and testing different methods can be stimulating and can subsequently lead to higher sales.


Bibliography__

Slutsky, Jeff. "How to Make Daily Deals Pay Off For Your Business." Entrepreneur.com. 16 Mar. 2012. Web. 18 Mar. 2012. <http://www.entrepreneur.com/article/223174>.

V, John. "Local Advertising: Devising an Online Strategy That Suits You." Sitepronews.com. 2 Feb. 2012. Web. 16 Mar. 2012. <http://www.sitepronews.com/category/articles/advertising/>.



Name: Rebecca Bednarik
Article: SEO and Social Media Marketing- Why You Need Both
Source: Online Blog Article found on iMarketingblog at http://www.iblogmarketing.com/2012/03/16/seo-and-social-media-marketing-why-you-need-both/ accessed on March 17th, 2012.
Tags/Keywords: SEO, Search Engine Optimization, Social Media, Marketing, Keywords, Internet Marketing, Search Engine Marketing, Social Networks, Social Media Marketing
Summary: When attempting to market a product or service online the company must create a strong online presence. Some use to think that search engine optimization (SEO) was the only online way to be recognized. This article discusses how companies are over looking SEOs and social media as a whole. Del Monte states that SEO and social media have to work together in order to create the strongest online presence. The marketing team of the company must focus on creating one strategy for both the SEO and social media, having multiple strategies in Del Monte’s eyes is a recipe for disaster.

In order to integrate your SEO and social media, Del Monte mentions that the company must first focus on their social media platforms. The most common platforms include Facebook, Twitter or Google+. Creating a strong platform means that you are using keywords, having your Facebook page linkable to all corresponding websites and if you have a company blog, the content on this blog must be update regularly to engage new and current visitors.
Integrating your SEO into your social media is simple just start linking all your running social media to your company’s websites and vice versa. It’s as easy as tweeting and adding your website to the end of the tweet or even introducing an RSS feeds. The more people that you have linking or talking about you the higher you will eventually rank in your SEO.Del Monte ends with stating that your must run your SEO and social media at the same time and you will be thankful that you did.


Name: Rebecca Bednarik
Article: 7 Places You Need to Publish Content on Your Website (Beyond Your Blog)
Source: Online Blog Article found on Inbound Internet Marketing Blog http://blog.hubspot.com/blog/tabid/6307/bid/31883/7-Places-You-Need-to-Publish-Content-on-Your-Website-Beyond-Your-Blog.aspx accessed on March 17th, 2012.
Tags/Keywords: Corporate Website, Business Blogs, News Room, Resource Centre, Product and Service, Product Details, Learning Center, Headings, SEO, Search Engine Optimization, Links
Summary: Having a blog is a great way for people to stay up to date with a company’s latest news, as well as help with SEO based on key words and link backs. Eridon points out that there are different ways a company can engage its visitors in a way that a blog would after their company blog has become successful. This would be considered the next step in the company’s aspect of creating a strong online presence.

Eridon points out seven major sections companies need to add to their websites to engage users and strengthen SEO. The News Room is the section of the website that would combine all the information of the company it can be consider the “about us” page. Content you would find would be press releases, company updates, events information’s and any awards the company might have received. Eridon claims that this section can be update monthly. The Resource Center is the best place for a company to place any educational information about their product or service. This section can also have a call of action as well with viewers asking questions and the company responding. The Product and Service Data Center is important since its perfect to show off any statics, integration information and FAQs. This section is perfect for B2B companies.

Product Details are extremely important in order to maximize your sales, although a company may not sell a product; details about their service are important. This is the best section to incorporate keywords to maximize SEO. The Learning Center is the perfect section for viewers to check out tutorials about the company’s products or services. Corresponding with this section having a Multimedia Library is a great place for viewers to be guided to in order to check out videos, podcast, and webcast all in one place. The last section a company must have within their website to attract more viewers is Reviews, Testimonials, and Case Studies. This is where your online presence can shine, your supporters will review and talk about your products which can help with link backs and user generated content. If a company utilizes these seven steps it can help them to create a website that is equally as strong as their successful blog and compliment it perfectly.




Name: Allen Davidson
Article: Why Do Brands Cause Trouble?
Source: http://www.lombard-media.lu/pdf/0308_brands.pdf
Tags/Keywords: Brand Marketing, Branding, Consumer Culture.
Summary:
Branding refers to the physical representation and consistent application of identity across visual and verbal mediums. In other words in contemporary society making sure company name, its logo and values are situated and methodologically placed within the present. Marketers moving out the 1980’s have strayed away from mere modifiers on simple adjectives. For example, a newly innovated blender in the 1980’s would be advertised as better, faster, lasts longer; today individuals have become increasingly resilient to the infamous modifier er. Today marketers must find a way to make the prominent link between product and applicable personal characteristics, that declared said product an advancement of eudemonia if purchased, more transparent, while adopting new technological means of marketplace advertisements. The trouble we find ourselves in today is a paradoxical relationship with the branding practise itself. Throughout the article I was able to find three distinct paradox’s in a subject-brand relationship. They are as follows: 1. Consumption of a specific brand connotes tacit acceptable to the values in which the brand connotes. Deriving what is, as pertaining to a desired constructed identity on behalf of the consumer, is a fallacy when mining its values of the connotations of brand values. 2. Paradoxically it seems that if the discourse on brand values produces and creates a subjects’ identity, through supplying and enforcing a constant variable of cultural consciousness which regularly invades and catalyzes the subject’s identity, inevitably rendering the individual incapacitated by its own subject creation that what seems to be identity creation insofar as it is totalizing acts as a prison to the subject. 3. Brand value represents “the present value of predictable future earnings generated by the brand.”(Holt). We can look at the previous quote this way: “no evaluative or normative statements can be validly inferred from a set of consisting of only descriptive statements” (Robinson) – in order words, it’s a naturalistic fallacy.


Name: Ameerah Razac
Article: Perspective: The Lady Problem
Source: AdWeek (http://www.adweek.com/news/advertising-branding/perspective-lady-problem-137375)
Tags/Keywords: Marketing, Tampax, Feminine-Hygiene, Magazine, Unspoken Awareness, Social Progress
Summary: This blog post on AdWeek takes an in-depth look at the advertising techniques used when selling feminine products over the years. And as we move through a social progressive society it seems that the ads stay the same as those dated in the 1930's. Meaning the advertisements usually has nothing to do with the actual feminine products that are being sold. Discussion about feminine products has been treated as a taboo topic, that shouldn't be spoken about. The article talks about how this has affected advertisements and the issues that advertisers face. One of the issues being that using a specific feminine product is equivalent to sexual intercourse, which is an up surd idea. The other problem was that it was difficult to put together an ad copy and imagery that would be accepted by a publication. Now with those issues in place, ads are left with very little wiggle room and are extremely cautious when advertising these products. One of the examples given is where they showed print ads were women were wearing all white and were in a swimming pool. Even the print ads that are shown today follow the same pattern, woman wearing a white bottom, but playing sports. If you didn't see the product brand name or see a picture of the actual product being displayed you would have no idea what this ad is about, because it leaves much of the thinking up to the audience. Everyone is slowly noticing that these ads are silly in the sense that they do not promote the products directly, rather it is done indirectly through various ads that you have to think about before realizing what it is about. Below is one of the ads that is used as an example in the blog post.

persp-tampons-01-2012.jpg


Name: Ameerah Razac
Article: Why 2012 is the Year of Mobile Advertising
Source: Mashable Business (http://mashable.com/2012/01/20/mobile-marketing-2012/)
Tags/Keywords: Mobile Advertising, Consumer Engagement, Real-Time Bidding, Location-Based Advertising, Enhancing Ad Quality
Summary: This blog post brings to light the importance of mobile advertising and how it will be very prominent in 2012. It is seen a main driver for brand awareness, affinity and purchases because of the spread of all things mobile. The article states that there are many mobile consumers that can be easily connected to advertisements and that there is a large market for it but there is one main issues regarding if the web can be accessed through a mobile device and this is what would needs to be solved for this market to become valuable and a money maker. The article discusses 5 main aspects that are related to the take off of mobile advertising this year. This includes, demand and liquidity is increasing, location based advertising, real-time bidding, rich media, mobile private exchange is catalyzing premium publishers and developers. Each topic discusses what has been going on recently but hasn't been yet taken advantage of. For example, for location-based advertising there is one app I know about developed by Torstar Digital, named ShopCatch, that uses GPS to find deals at the malls you are currently in. In relation to having rich media integrated into the advertisements, this will attract more consumers. Ultimately, this article discusses the potential for those entering the mobile advertising market, how to approach it and what tools they can use. I thought it would be interesting to see what others are saying for 2012 spending on mobile advertising for 2012 and it looks like everyone will be spending big bucks this year on it. Below is a Google Search result for "mobile advertising spend 2012" and you can see the amount of money that is estimated to be spent on mobile advertising this year.

Screen_Shot_2012-02-01_at_11.33.38_PM.png


http://adavidson14.wikispaces.com/Annotated+Bibliographies
Name: Allen Davidson
Article: More Bang for Your Buck: Maximize New Links on Old Pages - Whiteboard Friday
Source: Online Blog Article found at http://www.seomoz.org/blog/new-links-old-pages-whiteboard-friday Last Accessed 16/01/2012
Tags/Keywords: SEO, Link and Link Value.
Summary: Whiteboard Friday is a project put forth by SEOmoz. The blog consists of an introduction to the topic at hand (in this case maximizing new links on old pages), the video for whiteboard Friday, followed by a video transcript. To finish the blog there is a further explanation of the video. Any visitor to this site is expected to be in the field of SEO work; or at least have a subsequent starting knowledge into the subject. The video and transcript break down how new websites and content can be established as a knowledgeable source online. This is important because from these sources comes a value for the link associated with them. These link values are what Cyrus is attempting to compare and conclude in the blog. Concluding that it is more worthwhile to create new pages, new fresh content, in which to put links to your webpage; within the grand scheme of your SEO campaign.


Cyrus then goes on to explain what they mean by old pages per se. At first thought one might think it were an expired page. One that has not been updated in a while and subsequently died out. An old page is one in which Google has already crawled through and indexed. Whether that be when the page is years old and no one has posted blog comments or updated its content. The page is inactive and no reason for a high value; thus no reason for Google to assume any knowledge coming from that page. However if a page is already indexed or crawled through by Google, then that page is essentially old.

(Graph concluding fresh content links satisfy a long term SEO campaign)


"In order to not update every link's freshness from a minor edit of a tiny unre
fresh-links-chart.jpg
fresh-links-chart.jpg

lated part of a document, each updated document may be tested for significant changes... and a link's freshness may be updated (or not updated) accordingly. "- Google's US Patent Application

Only until it is updated significantly will Google re-establish it as a new working website. What Google means by significant is still in question; however the main goal is to overlook minor changes as they could be part of scams, or just a minor updates on a completely outdated knowledge.




Name: Jhonelle Brown

Article One: “Email and Social Media Marketing Starts Here”
"Email & Social Media Marketing Features - IContact." Email Marketing and Social Media Marketing Software - IContact. Web. 17 Jan. 2012.
http://www.icontact.com/email-marketing-features/
Tags/Key Words: iContact, Marketing, Social Media, Business
Summary:
iContact is awebsite that helps business owners to maximize online marketing outreach through services that allow them to build, personalize and develop effective and efficient email marketing initiatives and social media publishing. iContact email marketing services include allowing business to develop strong customer relationships through customizable message building using “professionally designed templates” to make emails look more attractive to readers and ensures that emails are successfully delivered to users. Likewise, at iContact the social media and email “go hand in hand”. iContact allow users to integrate social media icons like twitter and facebook into emails because of the increasing effects of message outreach through online sharing via social media. In addition, one is able to share their business on these networks and effectively keep track and measure their following as well as how effective their content creation is. Ultimately, iContact is a cost effective way for business to easily monitor the sacred relationship between them and their customers to ensure growth and success by having a strong online presence.

Article Two: “Marketing an idea, then and now - Seth Godin”
Marketing an Idea, Then and Now - Seth Godin. Perf. Serh Godin. You Tube. Google, 20 Aug. 2009. Web.17 Jan. 2012.
http://www.youtube.com/watch?v=FOjOAYS1pZE


Tags: Ted Talk, Seth Godin, Internet, Marketing, Communication, Social Media, Society
Summary:
This Ted Talks video with American entrepreneur, author and public speaker Seth Godin discusses how mass marketing has become less efficient due to the demassification of the internet. Godin points out that traditionally mass marketing, required average ideas and an influx of ads. Thus, with the increasing influx of ads spawn spammers who try to hypnotize the public with their ideas. However, Godin bluntly mentions that this method of marketing is no longer sufficient and the reason for this is because the internet has become what he calls a place where “tribes” flourish. According to Godwin tribes on the internet are distinct groups of people with similar yet specific interests and passions connecting together. Therefore Godin urges us to consider these specific groups of people/ tribes before we blast our messages and ideas out into the online universe. If we are careful of what we say, how we say things and who we say them to, it is then our messages have the potential to be shared among tribes and grow on the notion that people with similar interests will want to share those interests with their tribal members which leads to the successful deliverance of our ads.




Name: Nida Javaid

Article: Online Marketing - 9 Out Of 10 Business Have Little or No Idea How To Do It

Author: Peter Grundner

Tags/Keywords: Marketing, Importance of internet, online business, Impact of Web 2.0

Source: http://www.successandfailure.net/how2succeedonline/Online-Marketing-People-Have-No-Idea-About-Marketing.html



We all live in a digitalized world and so the gap between countries seems small. Web 2.0 has made significant changes in today’s society; the way we shop, talk, and text has changed drastically. Everything is online just a click away from consumers, but are businesses thinking this way? Or do businesses still believe in the traditional marketing strategies? The author of this article, Peter Grundner says, “Nine out of ten businesses are totally ignorant about online marketing.” The importance of online marketing is yet to be recognized by business owners. Furthermore, this article talks about how social networking is the main medium through which companies can reach their consumers, and how many companies are making fortune by using this tactic of marketing their business on social networking sites like Facebook, MySpace and YouTube. Moreover, this article discusses about how web 2.0 is taking over the world and changing the way people shop, learn, and live their life. It clearly suggests that businesses that have no online marketing scheme should start to worry a bit, and if they need help with this, they can use “Webinars;” which is a video based programme for auditory and or visual learners. It helps one understand where online advertising stands, and some pros and cons of it. Also, it has some examples of businesses who fail to advertise their ad properly and businesses that succeed in advertising their ads in the online marketing. He suggests that the world revolves around the internet and so it is time for business to get their sleeves tuck in and learn how to use the online world of marketing to give the best to their consumers and in return gain massive profits.


Word Count: 283




Name: Nida Javaid

Author:Antora Dutta

Article: Advertising- Its Impact on Society

Tags/Keywords: Advertising, Impact of Advertising, Marketing, Target market, niche market

Source: http://www.theceoinsights.com/joomla/index.php?option=com_content&view=article&id=154:advertising-its-impact-on-society&catid=54:articles&Itemid=58


In today’s world advertising has become the main focus of every company. Consumers are forced to see ads everywhere, bus stops, buildings, shopping malls, and online websites. Due to the competition level advertisement department are developing new marketing tactic to target each and every consumer in order to make more money. It does have its negative and positive impacts on society, examples like advertisements about public welfare or education on AIDS has a positive impact on a society whereas exposing a woman body in a sexual manner has a negative impact on society. Ads where materialism and sexuality are given so much of an importance how can we expect to consume less and give importance to bigger issues like AIDS or TB.


Advertisement are making us depended on them, it is as if our life depends on them, we give advertisement the permission to tell us what is best for us, our skin, our needs, and our leisure and when they do tell us we go and buy it as long as it is acceptable by the society. As a fact, an advertiser wants his consumers to buy his product; advertisers will do anything and everything to attract the consumer to his product by telling them that they need it the most. Advertisers only give the positive side of their product and emphasis that users need this product in order to stand out of the crowd, so basically playing with our minds, is it right? We as buyers are consuming more goods then what we actually needs, our presumed needs are more important and we have made them a necessity of our life. The line between what we actually need has thinned to the point where it is hard to consume less and safe the environment by less consumption.


Word Count: 299


Name: Monica Moawad
Article #1: The Wide Divide Between Brands and Consumers in Social Media by Steve Olenski
Source: http://www.forbes.com/sites/marketshare/2012/01/23/the-wide-divide-between-brands-and-consumers-in-social-media/
Tags/ Keywords: Social media, brands, customer loyalty programs, online customer behaviour, brand engagement, marketers, consumers
Summary:
Marketers think they always know what their potential and existing consumers want and expect, but this article proves that they do not know some things about their consumers. This article provides results and information that were generated from a survey that was performed by CMO Council and Lithium regarding the different perceptions that consumers have than the ones marketers have of them. The results are based on the answers that CMO marketers and consumers gave for the survey. The survey’s results indicate there is a wide gap between what consumers expect from social media communications and what marketers think consumers behave with social media. Marketers use social media as method to build brand awareness, sustain brand loyalty, and to encourage brand engagement. The results show that consumers participate in brand engagement through social media because they expect to be rewarded for their behaviour. Customer loyalty reward programs are one way brands try to encourage consumer to communicate with them through social media. The results in image 1 show that a large percentage of consumers engage with brands through social media because they expect their behaviour to be rewarded by the brand. Image 1 shows that a large percentage of CMOs think that consumers communicate with them through social media because they like the content they have access to. Marketers need to figure out a way to integrate their thoughts with the thoughts of consumers to be able to effectively establish effective online communications with consumers. The survey's results show that marketers need to establish other strategies to improve brand engagement on social media which will create long-term sustainable relationships with consumers by effectively utilizing the opportunities social media provides them.

Image 1:
forbes1.png

Image 2:
forbes2.png


Name: Monica Moawad
Article #2: Social TV Apps Woo Brands by Jack Marshall
Source: http://www.digiday.com/mobile/what-second-screen-apps-can-offer-brands/
Tags/ Keywords: Social TV apps, brand engagement, advertising, targeting, branding, mobile marketing
Summary:
This article talks about how advertisers and brands can benefit from integrating the social TV apps in their advertising campaigns. The article uses the following social TV apps to explain the benefit of this strategy: GetGlue, Miso, and Shazam. GetGlue has an app that allows users to rate entertainment content. Marshall talks about some of GetGlue's advertisers like Coco Cola which rewarded users that rated the X Factor show's content. Miso and Shazam also provide users the ability to rate the entertainment content they had access to and have integrated advertising within their services. Social TV is an integration of TV content with social media. This integration enables the TV content to become more social and engaging. People who are using social TV can engage in the TV content they are watching by simultaneously interacting with people on social networking websites like Facebook. Social TV apps allow users to engage in the content they are watching. Social TV apps try to make the TV experience engaging for viewers. Social TV apps provide brands opportunities in engaging their target audience through the integration of the brand with the service that the social TV apps provide to users. Advertisers can use the space that social TV apps' have to achieve their brand engagement goal with their target audiences. If an advertising campaign's target audience spends most of its time on social networking websites, it would be effective to integrate the social TV app platform within their campaign. These types of apps allow a user to communicate about what they are watching, and what they think about the content they are viewing. Integrating more than one advertising platform can help an advertiser reach a wider audience which will lead to brand awareness.










Name: Mike Tran
Article: In Mobile Advertising, Does Size Matter?
Source: http://techcrunch.com/2011/12/15/in-mobile-advertising-does-size-matter/
Tags/Keywords: Mobile devices, click-through-rates, mobile advertising
Summary: This article analyzes the rise in use of tablets and consequently, mobile advertising. The exponential increase in advertising catered to mobile can be accounted for by the rise of sale of tablets in 2011. It is reported that close to 60 million tablets were sold which reflects the exposure of the tablet device onto mainstream markets. Of course, with this increase of user reliance on mobile devices, such as smartphones and tablets, Google capitalized on this market. They introduced tablet-specific formats for advertisements allowing for rich content on the small screen. This notion helped propel mobile advertising but advertisers and mobile developers were still concerned about the average click-through-rates in this new medium. Should emphasis be placed on tablet advertisements to maximize profit across devices? In order to support this idea, a mobile app company, inneractive, created an infograph to visually display the click through rates across the range platforms, OSes and devices. The infograph reveals that larger devices such as the tablet yield higher click-through-rates due to the size of the screen and therefore availability of space of the advertisement. Compared to smaller screens that allow for smaller banner ads, the click through-rate is significantly lower. The larger screen displays allow for visibility by mobile device users because of its pervasive nature. Research conducted shows that with an Apple iPad 9.7 inch display screen, it is calculated that the click-through-rate is 9.61% whereas a Motorola Droid smartphone yields a 2.07% click-through-rate on a 3.7 inch screen. The research reveals that size does indeed matter in terms of advertising on mobile devices. This opens up a potential medium for advertisers to capitalize on in terms of conversion and click-through-rates.




Name: Mike Tran
Article: Why Advertising Is Failing On The Internet
Source: http://techcrunch.com/2009/03/22/why-advertising-is-failing-on-the-internet/
Tags/Keywords: Diminishing advertisements, consumer awareness, Internet advertising
Summary: This controversial article by Professor Eric Clemons argues that the Internet has diminished the various forms of advertising due to the new capabilities empowering users online. He references McLuhan when he argues that the problem is not the medium (the Internet) but rather the message of advertisement which is becoming neglected. Internet advertising is expected to lose its value and impact on viewers online because of its inability to replace traditional advertising. It is believed that the nature of the Internet is liberating to its users therefore it does not supplement advertising but rather shatters all means of advertising. One intrinsic element of the Internet is the ability to receive entertainment of information on demand. It is because of this ability that advertising online is losing its ability to force content to its viewers like traditional television. Traditional media pushed content to reach a potential customer such as a television commercial. This has changed with the Internet in which it is harder to reach audiences that are doing something else. The goal of advertisement to provide information about a product or service has not changed and consumers still need that information to initiate a transaction but it is now available online. There are no longer a reliance on advertisements because we can retrieve that information online from sources we trust whenever we need it. He argues that there are three main reasons that advertisement is failing due to the Internet: Consumers do not trust advertising, consumers do not want to view advertising, and consumers do not need advertising. No only do the messages have lower creditability among viewers, consumers are empowered by the Internet to get their information about product offerings online.



Jasmeet Deol
Article 1- The newest ploy: Get the consumer to make your ads
Source- http://www.theglobeandmail.com/report-on-business/industry-news/marketing/adhocracy/the-newest-ploy-get-the-consumer-to-make-your-ads/article2333174/
Tags/Keywords- Customers, control, advertising, independence, brands.

In this article written in the Globe and Mail, it begins by talking about the Doritos Super bowl commercial that was aired in 2012, where “an ornery grandma uses a baby’s Jolly Jumper as a slingshot, snatching a bag of Doritos from a spoiled child on top of a backyard play set.” (Krashinsky, 2012) What is important about this commercial is that it was created by amateur filmmaker Kevin Wilson. Kevin Wilson participated in the 6th ‘Crash the Super Bowl contest’ in which Frito Lay invited U.S. customers to submit their own ads for a chance to make it to television during the game. From this it is evident that there is a new strategy emerging and gaining momentum in the advertising industry, “get consumers to make the ads.” (Krashinsky, 2012) What it important is that the Doritos baby commercial was number one on the USA Today Super Bowl Ad Meter this year. However, although user generated advertisements are effective, there are also pitfalls that need to be considered. If you give the users too much control to speak their mind, it can lead to negative and criticising comments to emerge. This was the case when Chevrolet build a website, that allowed users to write their own campaign. It led to user saying that the cars were not fuel efficient, and contributed to global warming. According to Mr. Jones of Proximity, “more customer input is becoming a part of the marketing fabric now. It’s what brands have been trying to do forever, become part of your life, create a connection. Brands are becoming much more comfortable getting close to the consumer.” (Krashinsky, 2012)

Bibliography

Krashinsky, Susan. "The Newest Ploy: Get the Consumer to Make Your Ads." Home - The Globe and Mail. 10 Feb. 2012. Web. 12 Feb. 2012. <http://www.theglobeandmail.com/report-on-business/industry-news/marketing/adhocracy/the-newest-ploy-get-the-consumer-to-make-your-ads/article2333174/page1/>.



Jasmeet Deol
Article 2- 5 Strategies for Creating Magnetic Online Content
Source- http://mashable.com/2012/01/13/magnetic-content/
Tags/Keywords- Magnetic content, advertising and content, top trends, attract, engage.

In this article written by Frank Marquardt he talks about ‘Magnetic Content’. In tradition advertising techniques they worked through distraction and interruption during a sitcom, or a page between magazine articles. However, now the goal in advertising has changed, the new “goal is to attract rather than distract, to engage rather than intrude.” (Marquardt 2012) Now, there is a new form of advertising that involved blurring the lines between the content and advertising, and it is becoming one of the top trends of 2012. Magnetic content is content that is good, content that gets people’s attention with great stories or comedy, it is content that people want to engage with and share with others. Overall, there are five strategies that can be used to begin developing magnetic content.

1. Make it Brand-Relevant- Need to produce content that shows relevance to your brand strategy. You want the content to reflect the brands aspirations and engage around its promise. The article uses the example of Denny’s web series “Always Open” that signifies that Denny’s is a place where people come together and talk and eat in a casual environment.
2. Connect across Time- You need to build a community around the content that encourages users to continuously communicate, and engage with the content.
3. Extend across Media- The internet makes it easy to extend content, and allows the use of videos, pictures, and other interactive content to make the material more appealing.
4. Inspire People- Magnetic content doesn’t have to offer something inspiring, but when it does, it can have an enormous effect. Relating that to the brand can give more meaning and significance to the brand.
5. Draw from the Everyday- Making content from everyday experiences allows the users to better relate with the content.

Overall, magnetic content will help to attract customers to your content. There are also advantages in terms of SEO, where good content attracts users, and gives better search engine results.

Bibliography

Marquardt, Frank. "5 Strategies for Creating Magnetic Online Content." Social Media News and Web Tips - Mashable -€“ The Social Media Guide. 13 Jan. 2012. Web. 12 Feb. 2012. <http://mashable.com/2012/01/13/magnetic-content/>.



Name: Margaret Loong
Article #1: How Google’s +1 Button Affects SEO
Source: Mashable.com (http://mashable.com/2012/02/21/google-plus-1-seo/)
Tags/ Keywords: Google, SEO, social searching, page rank

Summary:
This article talks about the possible indirect effects Google’s +1 button has on websites and their page ranking in Google searches. Although users don’t necessarily share their +1’s to their social stream, their recommendations are tracked, so when the site, or relate sites appear in searches, Google will display the number of +1’s a website contains. Google is known for their page-ranking system that filters out search results based upon elements such as relevant links and keywords. Since the +1 button may cause people to click on certain results, it’s possible that the CTR will increase based on these recommendations.

Google recently launched a new applicated “Search Plus Your World,” which basically gives Google+ users the ability to access content that might be private for the public, but not to the user if he/she is apart of the circle. Links that receive the most +1s will populate the search results in “Search Plus Your World,” based upon the fact that you are more likely to trust the opinions of people within your circle.

Since Google+ is still relatively new, it’s still too early to see if this system will skew the way search results are generated. Google hasn’t even officially announced how the +1 button directly, or indirectly affects page results. However, this article demonstrates that it’s important for companies and brands to get on the Google+ bandwagon in order to stay competitive. The take away message of the article is that for now, people who actively use SEO to promote their websites don’t need to be too worried yet about the effect of the Google +1 button.

Word Count: 268


Name: Margaret Loong
Article #2: How Brands Are Using Pinterest – And What They Can Do Better
Source: ReadWriteWeb (http://www.readwriteweb.com/archives/how_brands_are_using_pinterest.php)
Tags/ Keywords: Pinterest, branding, social, online presence, advertising, visual media

Summary:
This article talks about how brands can use Pinterest to expand their online presence, attract new audiences, and drive sales. Pinterest was first used by bride-to-be’s and women who virtually “clipped” or “pinned” images to inspire their future wedding. Eventually, the trend caught on, and people started to use Pinterest as an online-shopping companion. The author gives an example of how he recently was shopping for bar stools and used Pinterest to keep track of the styles he browsed online. As he Googled images he pinned them to his board. The author writes that in these situations, both brands and users win.

The author provides an overview of how online store, “Etsy,” was one of the first brands to take advantage of Pinterest. Etsy has over 54,000 followers, 26 themed “boards” and 843 pins (images). The themed boards allow Etsy to reinforce their image as a craft-oriented marketplace to their customers. Also, Etsy puts the price tag on some of these images, which contribute to sales.

Digital marketing expert, Gregory Pouy, is mentioned in this post. The author outlines what Pouy believes are the five reasons for brands to use Pinterest.

  1. Promote a lifestyle.
  2. Use it like a focus group.
  3. Drive sales.
  4. Crowdsource.
  5. Run contests.

Several other examples of successful branding are given in the article, such as Volkswagon, Westelm, and Neiman Marcus. The author recommends that consumer-product companies start figuring out a way to integrate Pinterest into their online-marketing presence, and service-based companies pin images that contribute to their brand.

Word Count: 256



Name: Mohammad Usman Wraich
Article #1: ‘Google Could Be Planning to Completely Disrupt the TV Business’
Source: http://mashable.com/2011/11/04/google-disrupt-television/
Tags/Keywords: Google TV, Android, Advertising, Cable TV

Summary:

The article by Charlie White puts an emphasis on how Google TV might break into the television industry and would be able to quickly take away competition from the current market. Google’s ability to do advertising has been superb over the past decade; making it one of the best companies to earn profits. With the launch of Google TV, the company would be expanding its services into the cable television, telephone, and high-speed internet. Google would be using fiber-optic high-speed internet service out of Kansas City to power its projected plan for the takeover.

With already an established platform known as Android, Google can easily test out the market from its software. With the dominance of the mobile market, many consumers switched to Android related devices because of the ease of use. With the launch of Google TV, consumers can expect the same.

The author outlines that the current market for television is estimated to be worth $150 billion per year, and if Google jumps into this market it would turn the business of television and advertising upside down. Google is expected to be adding content from Disney, Time Warner, and Discovery Communications. This would basically put Google in a position where it would be able to sell ads on the channels. Charlie White also believes that YouTube can also be turned into a virtual cable TV, where customers would be able to choose the programs they want to watch; making it available regionally and internationally. Google also has an advantage over the rest of the pay TV providers, as it is currently in negotiations with content creators; with an already well-established name around the globe, it would not be a difficult task for Google to break into the industry.



Name: Mohammad Usman Wraich
Article #2: ‘Google Seen Poised To Overtake Facebook In Display Ads’
Source: Wall Street Journal -http://blogs.wsj.com/digits/2012/02/22/google-seen-poised-to-overtake-facebook-in-display-ads/?mod=WSJBlog&mod=
Tags/Keywords: Google, Facebook, Display Ad, Revenues, Advertising

Summary:

This article gives an overview of Google surpassing Facebook’s display advertising revenues. Google generates its advertising revenues from its vast line of business operations. Such as; mobile phone, YouTube, and the Search engine. Whereas, Facebook only generates its revenues from the display ads when users are logged into their account and view their profile on Facebook. Facebook ad revenues are reported to be $2.58 billion and Google’s will be earning nearly $2.54 billion. However, this is expected to change as the author highlights the fact that Google will surpass Facebook in display ad revenues.

The reason why Facebook will lag behind in generating revenues is because it has yet to capture the market from its mobile phone users. Facebook will expand its company by going public which will provide boost for its operations and continue to generate revenue side by side with Google. The author project that Google’s Ad revenue will be $3.68 billion, compared to $3.29 billion of Facebook. Both Facebook and Google are the dominant companies respectively in the market to generate revenues from Display Ads. Both of the companies combined will account for 33% of total ad spending in 2012. These companies have left Yahoo. Inc far behind, which was known as the former display-ad leader.

Google is one of the most strategic companies in the market to overtake and provide competition for other companies; they are very fast at developing technologies and leading the way for the future. Google uses a well-combined business model to generate its revenues and expand its business into various industries from the revenues. The ability to take the lead in display ad revenues proves its success as a company.





Name: Rachel MacKay
Article: The Dubious Science of Online Dating
Source: The New York Times, Discussion on CBC Radio, Study Synopsis, Study Reply
Tags/Keywords: Social Media, Marketing, Mobile Apps, Love, Dating, Psychology.
Associate Professor of Social Psychology at Northwestern University, Eli Finkel, reviewed over 4,000 psychological studies in a 64-page study examining online dating sites. Finkel and his four co-authors cover a wide range of dating sites: mainstream sites like Match.com, niche sites like ChristianMingle.com, video dating sites like WooMe.com, algorithm-based sites like eHarmony.com and many smaller types in between. Finkel shares his findings that suggest the stigma associated with online dating (that only the creepy, untrustworthy and socially inept were exclusively forced to these sites) no longer exists, and is due solely to millions of dollars being pumped into the advertising and marketing of the services, has lead it to become one of the most popular ways to meet partners, with Match.com claiming 1 in 5 relationships start online.
Finkel takes issue with sites that encourage the use of the word ‘soulmate’ and offer to use specifically designed scientific algorithms to find users ideal candidates. He believes that websites promote thoughts associated with relationship dysfunction, and the characteristics of people who are more likely to end a relationship at the first sight of any turmoil is growing (because they are encouraged to believe that this is an indication that they are not ‘soulmates’ or ‘perfect’ for one another). Finkel believes dating sites are essentially “piggy backing” on the scientific community and their work process without taking part in it, lacking sufficient data, analysis and results to be able to claim a successful algorithm. He even discovers that creators of the algorithms state that the basis of the outcome is determined by short-term goals not long-term compatibility.

OnlineDating1.jpgOnlineDating2.jpg


Name: Stephanie Trimboli
Article #1: Why The NYSE Is Getting Social Media Advertising Just Right
Source: Business Insider (http://www.businessinsider.com/why-is-nyse-advertising-on-twitter-and-facebook-2012-3)
Tags/Keywords: new york, stock exchange, advertising, b2b, wallstreet, social media, twitter, facebook

Summary:
New York Stindex.jpgock Exchange (NYSE) is doing a great job at using social media in the business-to-business space. The NYSE has a strong marketing position due in large part to the spectacle that surrounds it: the ringing of the opening bell is a widespread televised event and in general, the public is interested in the activities of the NYSE. To capitalize on this position and further strengthen their marketing efforts, the NYSE has begun to use significant social media marketing to get the word out to consumers using various formats.

Recently, the NYSE has shown impressive social media marketing in the cases of the Bankrate and Michael Kors IPO's. The advertising campaigns for these IPO's included typical marketing tactics such as using banners outside the NYSE, but also used sponsored tweets, and emails that are received in-flight from a partnership with Gogo. These IPO's were very high profile, making it extremely important that the NYSE capitalize on creating awareness of the stock exchange itself, as well as, the forthcoming IPO. This co-branding is aided significantly by the spectacular nature of the NYSE, in addition to their social media marketing plan which uses multiple media forms to ensure that consumers cannot dismiss the information because they are receiving it in many ways.

Other types of social media marketing techniques regularly used by the NYSE include using Facebook and LinkedIn. Along with Twitter, these forms of marketing are highly effective because they are able to receive instant feedback on the marketing campaign. With this information, the NYSE can customize their marketing efforts based on the feedback they receive.

Name: Stephanie Trimboli
Article #2: Pinterest's Rite of Web Passage—Huge Traffic, No Revenue
Source: The Wall Street Journal (http://online.wsj.com/article/SB10001424052970204792404577225124053638952.html)
Tags/Keywords: pinterest, revenue, traffic, advertisements, interests, marketing, social network, sharing

Summary:
Pinterest, is a website that allows its users to create “online scrapbooks to share images” of their interests and be categorized on the users wall. These interests can range from interior design to automobiles, travel to cooking, and architecture to pets.
MK-BS320_SBPINT_NS_20120215181203.jpg
In December 2011, Pinterest had acquired 11.7 million users, making it the fastest social network to breach past the 10 million-user mark. The average user on Pinterest spends roughly 100 minutes per visit to the website. As compared to Google+ where the average user spends 3minutes, and LinkedIn where the average user spends 19 minutes. Garnering success like this, it is surprising Pinterest does not have an e-commerce strategy set in place. Pinterest has raised $37.5 million from angel investors, and is currently valued at approximately $200 million. However, the success of all of this is undermined by the fact that it has a limited moneymaking model. Ben Silbermann, one of the co-founders of Pinterest says, "My hope is that if we build a service that a lot of people use to plan and discover things, that will be really valuable." Advertisement analysts have suggested selling targeted advertising and data on users’ interests to corporations; however, other social networking websites like Facebook who use this type of advertising have issues of privacy, which may deter some users.

Clothing retailers like Bergdork Goodman are developing a following database for its high-end clothing using Pinterest’s “pin-boards.” Pinterest has also helped small businesses turn traffic into sales. Amy Squires, co-founder of Wedding Chicks LLC says Pinterest brings in double the amount of monthly users than Facebook and Twitter resulting in $200,000 increase in revenue from the prior year. Additionally, Pinterest has drawn fire from some critics over its use of affiliate marketing, in which merchants place ad links on associated pages. Pinterest, however, has claimed that affiliate marketing is not a significant part of their business plan.

Click here to see an Infographic about Pinterest.


Name: Richard Gunter
Article #1: 5 Huge Digital Marketing Trends You Can't Afford to Ignore
Source: Mashable - (http://mashable.com/2012/03/05/future-digital-marketing-trends/)
Tags/Keywords: marketing, trends, ad formats, UGC, user-generated-curation, integrated marketing, google, foursquare

Summary:
This article discusses some of the new trends emerging in the digital marketing field. It begins by touching on location based services like FourSqaure, and the implication that consumers want marketers to find them by using these services. By checking in wherever you go, you’re essentially creating a daily roadmap of your life; a roadmap that marketers can access in order to tailor products for you. The article then moves on to new forms of ads online, claiming that “forced view” type of ads are ineffective and that marketers have to work harder to get their contented viewed due to consumer “banner blindness”. Next, the article talks about User Generated Curation, something that is relatively new online where content producers provide the feeds, but users can tweak them to suit their needs. It mentions Pintrest as a successful way to allow user curation. Advertising by Format is another aspect that the article touches on – claiming that ad creators should look to the devices the consumer is viewing their content on to tailor the ad for that space. An interactive advertisement using the iPads internal motion sensors is used as an example of how that could be successful. Integrated Marketing is the final new trend the article talks about, using QR codes as an example of how you can bridge the gap between the different “silos” of marketing (TV, radio, web, point-of-sale, etc.) and create one fully integrated online campaign. Overall, I think the article does a good job of touching on some of the new trends emerging in the digital space – pointing towards a future where marketing and advertisements are becoming more and more tailored towards the consumers wants and needs.



Name: Richard Gunter

Article #2: 6 Successful Twitter Hashtag Campaigns
Source: Mashable - (http://mashable.com/2012/03/23/twitter-hashtag-campaigns/)
Tags/Keywords:twitter, hastag, marketing, campaign, Dominos, Uniqlo, White House, Edge, Ben & Jerrys

Summary:

The article lists 6 campaigns on Twitter that were successful in promoting a brand, or getting people involved with a brand. The first two campaigns discussed are Domino’s and Uniqlo, where each campaign had people tweet a hashtag and in return the price of a product offered by the company would be lowered by a certain amount. Domino’s pizzas, for example, were lowered one pence for each tweet and by the end of the promotion ended up being sold for more than half price for a select time. These two campaigns represent an important lesson for marketers – people will respond to a hastag campaign if in the end they get a deal on something. It’s not enough to just ask people to tweet about your brand (See the McDonalds #McDStories campaign) but if you offer them something in return then they are more willing to not only tweet, but also be positive about it as well.

Next, the article discusses the White House #40dollars campaign and Ben and Jerrys #FairTweets campaign. These two campaigns were designed to get people talking about an issue – one for political reasons, the other for humanitarian. These two campaigns represent another trend in hashtag campaigns, where if you ask people to tweet for a cause they are likely to tweet and become involve in the issue.
Finally, the RadioShack #kindofabigdeal campaign would send tweets to a bunch of Verizon cell phones on a table which would cause them to vibrate. If your tweet sent the phone off the table you would win that phone. This campaign again shows that if you give people something (or the promise of maybe winning something) in return for their tweet then they are very likely to tweet positively about your brand and campaign. The #kindofabigdeal campaign generated 80,000 tweets that mentioned @radioshack in them!


Name: Zoffanny Miranda
Article (1): How Small Companies are Marketing through Facebook
Source: Ankeny, Jason. "How Small Companies are Marketing through Facebook." Entrepreneur, 24 May 2011. Web. 5 March 2012. http://www.entrepreneur.com/article/219643
Tags/Keywords: facebook ads, target advertising, alamo drafthouse cinema, annab's gluten free bakery, cm photographic, small companies
Summary: Small companies such as Alamo Drafthouse Cinema, AnnaB’s Gluten Free Bakery and CM Photographics are now using Facebook to advertise to their customers successfully. Alamo Drafthouse Cinema is an 11-theater chain headquartered in Austin, Texas and is an attraction that provides movie consumers a communal experience. Alamo Drafthouse tried many forms of digital marketing from email to using social media such as MySpace, however only when they started using Facebook that they were able to receive a successful amount of feedback. Through using Facebook, Alamo Drafthouse is able to provide their consumers with coupons and deals as well as advertises through Facebook users who are following them. AnnaB’s Gluten Free Bakery, founded by Anna Strahs, is an emerging small company that started from a home business. She launched their first online marketing through using Facebook via setting up an AnnaB’s Facebook page in order to update its customers with photos and progress. Facebook was able to provide Anna with direct feedback from its customers on what they like. Facebook is also able to effectively advertise the small companies through affordable cost in advertising .The small companies are able to limit their spending on advertising through only getting charged when the ad is being clicked on, 43 cents per click. CM photographics, by a photographer named Chris Meyer, mainly focuses as a wedding photographer and is a private business. CM photographics credited Facebook for helping him bring focus to his business through target marketing, which is provided by Facebook, which allows the advertisements to be advertised to women ages 24-30 who identified themselves as engaged within the selected demographic. All these featured small companies found that through Facebook advertising they are able to have an affordable and a more direct target audience without violating the privacy of the users.

the internet does not supplement advertising but rather
Name: Zoffanny Miranda
Article (2): Facebook makes big changes to advertising options
Source: "Facebook makes big changes to advertising options." Marketing, Advertising, Media and PR in Canada. MarketingMag.ca, 1 Mar. 2012. Web. 5 March 2012. http://www.marketingmag.ca/news/media-news/facebook-makes-big-changes-to-advertising-options-47581
Tags/Keywords: facebook, facebook ads, timeline, news feeds, Walmart, Starbucks, Procter & Gamble, major brands
Summary: It was reported that Facebook is making changes on advertising options that will promote popular brands in status feeds. Facebook ads that are found on the right side of the page will not disappear, however the new advertising option will be added in the feeds where a user’s friends status and feeds are posted. Brands such as Walmart, Starbucks, and Procter & Gamble as well as other massive brands will be using Facebook as advertising revenue announced last March 1st 2012. Facebook’s vice-president of product Chis Cox stated that the advertisement of major brands would be embedded in the news feeds as messages rather than flashy advertisements. Facebook is asking major brands to integrate their messages and promotion into what Facebook users are already used to and that is through a story - comments on status and photos and posting of links. Feeds on major brands being liked by Facebook users will receive news feed updates and the friends of the users who liked the brand will also received news feeds regarding the brands being liked by their friends. The article stated that Facebook will start collecting feedback after a trial run on this form of advertisement, it is also said that users will receive one message from brands per day and that these brands would be not random but has some sort of relation to the users, these may be through their friends. Another feature of Facebook that provides use and advantage to major brands is the Timeline, which allows brands to have their history easily viewed and accessible to consumers. Walmart has already started using Timeline, which showed their history from 1964 when their first WalMart discount centered was opened. The new changes in Facebook advertising option is said to not be interruptive but will seem natural.



Name: Nicole Merritt
Article 1: “What You Need to Know Before Running a Facebook Promotion” by Christine Erickson
Source: Mashable, http://mashable.com/2012/03/05/facebook-promotion-guide/
Tags / Keywords: Facebook, Facebook Ads, Facebook Promotions, Small Business, Marketing, Promotion
Summary:
Many small business owners Facebook promotions fail because they don’t think their promotion strategy through from start to finish. The ultimate goal of a Facebook promotion is to inspire action – likes, shares, and engagement – and in order to do this, you need to create a meaningful experience or offer something of value to your consumer. It is important for businesses keep their audience in mind when developing their promotion strategy, and should offer something of value to their audience (e.g. coupons, VIP invitations and video previews).

Ways which small businesses can build a better promotion strategy:
  1. Begin by asking yourself: What am I trying to achieve? How do I plan on achieving it?
  2. Next, determine your objective (E.G. Fan growth, someone to sample product or purchase product). Three common strategies businesses can used to achieve their goals include: added value, price discounts and merchandising.
  3. Now you can decide which Facebook application is appropriate for your particular strategy, making sure to be mindful of Facebook’s promotions guidelinesAccording to Brody, using Facebook features or functionality as a promotion registration or entry mechanism is a common violation of these guidelines.

Things that businesses should avoid when running a promotion:
  1. Don’t make entry to the promotion too difficult.
  2. Don’t rely solely on your fans to push new consumer to your promotion, instead, ask yourself what other marketing touch points do you have at your disposal to create more promotional ‘buzz’ outside of Facebook.
  3. Don’t assume your current customers already follow you on Facebook (most of them don’t)
  4. Keep in mind that Facebook promotion itself is not the end goal. The end goal should be creating an ongoing interaction between the consumer and your business.


Example of an Effective Facebook Promotion:
facebook_promotion.png




















Name: Nicole Merritt
Article 2: "New Facebook Pages Shake Up Social Ad Ecosystem" by Tim Peterson
Source: AdWeek, http://www.adweek.com/news/technology/new-facebook-pages-shake-social-ad-ecosystem-138674
Tags / Keywords: Facebook, Social Media, Ads, Advertising, Business, Marketing
Summary:
Facebook has recently completed its transformation from an advertising platform to a marketing platform. Facebook is “…evolving from ads to stories” according to Mike Hoefflinger, Facebook’s director of global business marketing. On average only 16% of fans see a brand’s post, most marketers however still don’t realize this gap exists. Many brands believe that their Facebook messages reach all Facebook fans, which is far from the truth. Rather than focusing on engagement rates, people are worried about reaching ‘like’ goals. However, Facebook’s push for content-oriented ads may give the final verdict that acquiring fans is not the most important thing. Facebook’s engagement-centric approach forces brands to engage consumers so that they can produce content to turn into a Sponsored Story. Jamie Tedford states that in order for brands to succeed with a storytelling strategy they must adopt “…a completely new approach to content creation and media specific to Facebook…” Because of all this, it is expected that many Facebook vendors will be integrating their platforms. Wildfire and Adaptly’s did just that by melding Adaptyl’s social advertising and optimization technology with Wildfire’s media management platform. Restructuring can even be observed within single organizations. For example, Brand Networks combined its community manager and media planner roles into one position called Story Planners, whose duties include creating posts, monitoring analytics and amplifying posts via Sponsored Stories. It is important to note that in addition to page re-designs, brands will need to prioritize and consolidate their pages tabs, since the new layout removes the left sidebar, reducing the number of tabs displayed.






Name: Chairene Perez
Article 1: Don't Limit Your Online Marketing to Google: Smart Companies Use LinkedIn to Grow Sales, Membership and Influence
Source: Huffington Post (http://www.huffingtonpost.com/christian-moritz/linkedin-search-results_b_1320255.html)
Tags/Keywords: online, marketing, tips, SEO, search, engine, optimization, LinkedIn, results, profile, social, media
Summary:

LinkedIn is a social networking site focused on business professionals. Business owners are generally familiar with and practice search engine optimization when creating their website content - the goal is to rank higher in search engine results on sites like Google. In order to reach a greater market however, businesses should consider optimizing their content on LinkedIn, which serves over 150 million people worldwide.

Tips to do this include:
Ensure employees who interact with the public have a 100% complete profile. Complete profiles rank at least 12 times higher than incomplete ones on LinkedIn search results. A part of this profile should include a professional profile photo and ideally, the use of up to 50 keywords in LinkedIn Skills that identify area of expertise.
Add Twitter and blog feed. Businesses benefit from employees adding the organization’s Twitter and blog feed to their profiles. This allows potential clients who view LinkedIn profiles access to the business’ personal feeds and further information if they desire it.
Use applications to highlight organization accomplishments. Add a presentation, video, creative portfolio or event to create a soft selling tool. Link this content in a status update.
Help others in LinkedIn Answers and LinkedIn Groups. This improves your LinkedIn search results and your reputation as a community leader.
Post status updates. Do this frequently to maintain a higher LinkedIn search ranking.
Have a company profile. This profile should mirror your company website and funnel potential clients to your site for more information.

Name: Chairene Perez
Article 2: Stuck In A Marketing Rut? 4 Signs That It’s Time To Add Engagement To Your Online Marketing Strategy

Source: TopRank (http://www.toprankblog.com/2012/03/add-engagement-online-marketing-strategy/)


Tags/Keywords: online, marketing, B2B, B2C, blogging, Google, social, media
Summary:

Online marketing can be frustrating for marketers due to some key issues they experience in reaching out to customers. Three obstacles to customer engagement are finding a way to connect with your audience, moving prospects through the business cycle, and growing your network and lists. In this globally connected world with customers highly engaged in their online purchases marketers worry their prospective clients are overloaded with information. Over 53% of active social networkers follow a brand. The key is how to tap into this market successfully.

The four signs you need to add engagement to your marketing strategy:
No one comments on your blog posts. If your blog is not generating enough traffic and interest, the first thing to examine would be content. Does the content engage your audience? Survey what information they like to consume. Consider adding questions at the end of your posts to encourage interaction. Promote blog content on your company website or other social media.
There is activity without engagement. Be engaging. Do not just promote yourself. Also reach out to people and organizations you would like to target directly. Share original content that mentions those you would like to connect with or information they have distributed.
Little to no website traffic. If your content is not already optimized, take steps to rectify the situation. Ranking higher in search engine results can be a key factor to generating traffic. However, this does not help if people click on, then quickly leave your site because they do not find what they are looking for. Make sure your content is engaging. Consult your competitors to see what techniques you can draw from and what you could improve.
Useless content. Consider your audience before creating content you think they would like to consume. Identify how your target market consumes and shares information and what social websites they frequent.


Name: Justin Alejandro
Article #1: Why QR Codes Won’t Last by John Barocas
Source: Mashable http://mashable.com/2012/02/15/qr-codes-rip/
Tags/Keywords: QR Codes, smartphone, mobile visual search, MVR, Google Goggles

Quick Response Codes (more commonly known as QR codes) is a type of barcode that has more applications than a common UPC code. Although it originated in the automotive industry, it has found its way into the advertising of various products, services, and companies. This article outlines the flaws of QR codes, reasons for its ineffectiveness, and offers a viable replacement.

Although QR codes seem practical and convenient, they have not been widely adopted and implemented to its full potential. Despite the growing amount of smart phone users, only 5% have scanned a QR code. Part of this can be attributed to the ambiguousness of the QR code itself, as some codes are unaccompanied by a description. After all, QR codes are not engaging in their own right – they’re merely white boxes with black, checkered patterns. In situations where the result of scanning a QR code is unknown, it seems that people would rather ignore it than make the effort to complete the transaction. As well, sometimes the effort does not match the reward, which leaves users underwhelmed.

Not knowing where a QR code will lead also poses security risks. The code can take users to legitimate sites, but also infected sites and phishing sites. QR codes can potentially be used by cybercriminals to gain full access to a smartphone.

The proposed alternative is mobile visual search (MVS). One example of MVS is Google Goggles. With MVS, you use the camera and take a picture of the actual item – rather than a code – and the phone will receive pertinent information. MVS is much more interactive, and even more practical because codes do not have to be generated, and anything is scannable.

Name: Justin Alejandro
Article #2: What’s Holding Back Tablet Advertising?
Source: http://emediavitals.com/content/whats-holding-back-tablet-advertising
Tags/Keywords: advertising, tablets, iPad, Android

Tablets have increased in sales and popularity in 2011, and as we begin to incorporate tablets as our “third screen” (the first two being desktops and smart phones), the question of how to maximize its potential becomes increasingly important to advertisers. Currently, tablet-specific advertisements are not as prevalent as they should be, given the interactive potential tablets carry. One of the reasons for this lack is that the return does not justify the investment. Studies show that although the CTR in tablets is twice as high as desktops, the conversion rate is about one third lower.

Another reason for the lack of tablet specific advertisements is the lack of scalability, meaning that a multitude of devices, operating systems, screen sizes, resolutions, and user interfaces complicates the process. Taking account for all of these devices are not currently feasible for an advertiser. The good news is that as the technology develops, better practices and standards will emerge.

Google has already taken steps to mitigate the quality control issues between devices by establishing tablet-specific ad formats. In December of 2011, Google designed media rich templates, which would allow advertisers to use their existing logos and photos, and implement them across platforms.

Persistent and continued support for tablet advertisements will be key factors in how advertisements evolve with tablets. Google's research shows that not only are people more receptive to advertisements on tablets, but they expect it to be more interactive and engaging.






Name: Che rin Kim
Article #1: Social media helps word-or-mouth in Singapore. February 20, 2012
Source: Article 1
Summary:
Social media is a fast emerging advertisement tool in Singapore these days. Not only because social media directly attracts consumers but also 25 percent of business in Singapore look at social media to manage their word of mouth campaigns and to get direct response. According to Singapore's leading marketers study, advertising spend on social media will increase this year and the brands need to engage their clients through social media in order for their campaigns to be more effective. The article address that 'social media is a platform for people to communicate with each other, whether it be one-to one, or one-to many. It allows brands to engage with their audiences in ways that were previously not possible. However, brands must understand how social media has changed word of mouth communication.'' And 97 percent of Singaporean marketers and brands surveyed are investing in social media in order to improve customer support and get feedback and have a presence on at least one social media platform. It shows how Singaporean marketers take serious about social media as an advertising tool. They believe that social media has the power to make or break a brand. Also, Singaporean marketers realized that they must pay attention to what is being said about their brands and engaging rather than just telling. According to the article, 40 percent of online marketing in Singapore are putting effort to keep the customers engaged and half of advertising are spent on attracting new customers. This article concludes that social media engagement is vital to build and strengthen relationships with current fans. And it must be complemented with paid advertising to assist in engagement and attract new customers.


Tags/Keywords: Social media, media advertising in Singapore, consumers engaged, word of mouth.

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Name: Che rin Kim
Article #2: Internet Marketing Company is Now on Google+ , Friday, Feb 17, 2012
Source: Article 2
Summary:
This article introduces Internet Marketing Company which is one of the best websites for internet marketing companies. It reports that Internet Marketing company can be found on Google+ from now on. And it explains how to find this information by providing the link. The article discusses how the company can be recognized easily through appearing in search engine result. And it adds that 'Being able to utilize social media to connect with customers is invaluable.' . Article suggests that Internet Marketing Company delivers cost-effective SEO services that help companies compete and attract new customers driven by listings among the top search engine result. They emphasize the importance of enhancing exposure of a business on major search engines. This way, company's message can reach customers and protects who rely on search engines to research. It concludes that the brands will see the fast results by using Internet Marketing Company's service. And it shows how online marketing is significant tool as a successful branding.

Tags/Keywords: Internet Marketing Company, cost-effective SEO services, brand recognition, social media.

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Name: Christina Incognito
Article #1: How to Make Your Email Newsletter a Must- Read for Your Customers, John Leavy
Source: entrepreneur, http://www.entrepreneur.com/article/220059
Tags/Keywords: Email Newsletters, Online Marketing
Summary: The article is about how companies launch newsletters because other companies have done so. Though they make a mistake by following exactly what they have done. For example, theirs comes monthly, so yours is monthly. Many make this mistake without thinking that it occupies time, energy and money. John Leavy, states that before making a decision, one must have a mission and a plan for commitment and goes on to provide 5 main points to creating a successful newsletter that customers would read.
  1. Mission – Newsletters have different functions such as promotional or informative. The mission, no matter which is chosen, should allow the reader to know where the newsletter is heading in terms of the intention.
  2. Content- Newsletter content should be practical, timely and useful. It can include the companies increase in profits, a new service or product, product problems, effects and two and three part stories. With content like that, readers are provided with honesty, the feeling of being taken care of and being able to look forward for the next newsletter. Content should not be crammed into an issue, but should not be restrictive, just enough to fit in the space.
  3. Frequency – Companies need to decide how often their newsletter would be published. It needs to be on a certain schedule but not often as it is seen as spam and could lessen the information resources for future newsletters.
  4. Metrics – Email newsletters offer a huge advantage over print. Metrics allow companies to track and see items such as how many have opened it, read it and shared with others.
  5. Readers – It is important to know your readers and their interests. This allows for feedback for the company and provides an easier way to build relationships.

Name: Christina Incognito
Article #2: 10 Reasons Your Small Business Shouldn't Start a Blog, Carol Tice
Source: entrepreneur, http://www.entrepreneur.com/blog/222731?cm_sp=nextarticle-_-222731-_-222730
Tags/Keywords: Social Media, Blogs, Small Businesses
Summary: The article revolves around the idea of blogging. A study was done by more than 3,000 marketers showing 68% of small businesses had blogs but Carol Tice makes reference to a blog entitled, “Reputation Capital” that lists 10 reasons why small businesses should put the blog idea on hold.
  1. No one has time - Could one actually spare two or three hours a week to write a post? If there is no one taking care of the task, hiring a professional writer should be considered or a non updated blog would be left.
  2. You don’t know what to say - Develop some post ideas each month, which should not involve product releases.
  3. You don’t have a realistic goal - The blog will not increase sales but provide great exposure.
  4. You’re not careful - Sloppy and typo filled posts lead to faster declines in a company’s credibility.
  5. You haven’t established a tone - There should be a consistent writing style.
  6. You don’t use social media - Blogging does not automatically attract people, the posts have to be promoted to others.
  7. You think it’s about you - It is a tool to build relationships and know information about customers.
  8. You don’t trust your bloggers - If the blogging is assigned to some other person, authority should be given to represent the brand.
  9. You want to close the comments - Blogs are about engaging, so one would need to be open to feedback.
  10. You’re not willing to invest in design - The blog needs to have a clean and inviting design.


Name: Kristina Waters
Article: American Express: Sync. Tweet. Save.
Source: Digital Buzz
Tags/Keywords: Twitter, Online Marketing, Save, American Express, Tweet.
Summary: This new initiative by American Express combines the tweeting and saving money into one new promotion. American Express wants to give their customers the opportunity to tweet about things they love. Most people tweet about things they love on a daily basis, now they have a chance to save money on those certain things with the new American Express Sync, Tweet and Save card. The process is simple; a customer has to sync their American Express card with their twitter account. Then from there all the customer has to do is tweet any special offers that appear on their Twitter account. Once the user tweets about the special promotions that offer is automatically loaded onto their card. From there the card users are able to use their card on purchases of the items that they tweeted and a credit is applied to their account. This new card will increase the amount of hash-tags that American Express will see on their Twitter, while at the same time giving deals to twitter users. This benefits not only the user, which allows them to save money; it also benefits American Express by expanding their clientele. Companies presently are fighting to get their brand seen on the internet. Once it is on the internet, being successful is just as important. The new American Express card eliminates the use of coupons and instead takes the paperless route to save people money.

Name: Kristina Waters
Article: PayPal: Launches Brick and Mortar Checkouts
Source: Digital Buzz
Tags/Keywords: PayPal, Device-free, Paying, Home Depot
Summary: PayPal is known as a payment method use online and from mobile devices. Now, with their partnership with Home Depot they are eliminating to use of credit cards in stores. A transaction is processed in the Home Depot and any PayPal user is asked to input their mobile device and pin they have set up with PayPal and their order is complete. There is no need for the customer to carry a wallet, purse or cards. Once the transaction is completed the receipt and total of the transaction is sent to the mobile device number. There is the option however for the PayPal card to be used in the store. Once the transaction has been rung through, the card is swiped and a pin is needed to complete the transaction. If this catches on PayPal will have rediscovered the way people use their credit card in stores. Rather they eliminated the use of credit cards needed in stores. This initiative is PayPal’s way of expanding from a strictly web base presence. Rather now they are expanding their technology into stores and introducing a new way to pay. There have been many initiatives to use mobile devices as a wallet-free way to pay, however now PayPal was able to sky rocket in front and eliminate the use of wallets and mobile devices.


Name: Timothy Selvarajah
Article #1: How To Approach International Online Search Marketing
Source: Mashable Business (http://mashable.com/2012/03/09/international-online-search-marketing/ )
Tags/Keywords: Advertising, Online, Search Marketing, SEO
Summary: This article discusses how and why international businesses have a hard time showing up on search engines as well as their difficulties with online search marketing and how to deal with it and succeed. SEO’s are really popular way of finding people and promoting things and many people do business internationally. One of the reasons why international businesses do not show up on US based SEO’s like Google for example is because they do not specify which country it is from. Certain small factors like that can be problematic but by overcoming these factors whether small or big it makes things easier and creates opportunities for people. There are also many challenges that are common when doing international business in general that apply in this case, such as language barriers. Certain words differ based on country. Domain names such as “.eu”, “.com” play a role for showing up in SEO’s. In order for international businesses to succeed they should benefit from famous tools and the media of the respective countries. They should use these resources to their advantages such as social networking tools such as FaceBook. Each country has their own way of doing things, their own culture, language, certain demographics, etc. By identifying these things accordingly, it naturally makes things easier for businesses to do international marketing. A good method of approaching this, is to familiarize yourself with a couple locals. Who better to know about these factors than the locals who have been born and living there for years?

Name: Timothy Selvarajah
Article #2: Online Ad Spending to Surpass Print for First Time in 2012 (Study)
Source: Mashable Business (http://mashable.com/2012/01/19/online-advertising-surpasses-print-2012/)
Tags/Keywords: Online ads, Print ads, Study
Summary: This article deals with a study on how marketers predict that companies will be spending more on online advertisements than print advertisements in 2012. This is quite amazing because it shows how a new generation is surpassing the old one. Of course, personally I believe that print advertisements will still be around because of the digital divide. Due to this, not everyone has access to the necessary medium required for online advertisement to target those specific demographics. In the article, it shows a graph predicting how much money is involved with print and online ads in a few years. We can still see print ads are still going to be around (once again probably due to the digital divide) but they just won’t be focused on as much as they used to be. The numbers that these studies are spitting out is quite interesting, for example as the article mentions, online advertising is supposed to get up to $39.5 billion in sales in 2012 which is almost ¼ of a 100% since 2011. This hypothesis that they came up with can give us some guesses on what is going on. For example, if they are predicting that this how much more online ads are going to generate, we can see how many people are interacting with online mediums. Social networking sites, for example. A lot of people are on FaceBook and there are a ton of ads on the side and on your page. Another guess could be how many people shop online. They see an ad, they click it and they buy it. These are few guesses we can come up with based on this study of what is happening in the world right now.






Name: Joshua Yuh

Article: Humor in Advertising

Source: Mark Levit, Concept Marketing Group: http://www.marketingsource.com/articles/view/2190

Tags/Keywords: Marketing, Advertising, Humor

Summary: Most of the memorable advertisements tend to be the humorous ones. Customers are more attracted to funny commercials then serious or factual ones. However, funny advertisements should find a good balance between being funny and being obnoxious to deliver positive effects. Products that suit the humorous advertisements are usually inexpensive, and consumable products such as food, alcohol, and toys. These products have room for humor because they do not have to be provided with many facts in advertisements. Key point in making an advertisement funny is to keep it relevant to the product. Another point to remember is that different things are funny to different people. A funny advertisement that was successful in the past like Taco Bell’s “Yo quiero Taco Bell” advertisement series went on for years. An important point to keep in mind when using humor in advertisement is that different things are funny to different people. A joke that is funny to one group can certainly be offensive to another. Using humor in advertising tends to improve brand recognition mainly. Customers will be more aware of the brand name and the product, but it will not affect customers’ purchasing decisions. Humorous advertisements tend to be expensive to make, because they need to be constantly changed with interesting ideas.



Name: Joshua Yuh

Article: The Four Es of a Successful Pay-per-Click Advertising Program

Source: Kent Lewis, Anvil Media Inc.:
http://www.anvilmediainc.com/search-engine-marketing-resources/search-engine-marketing-articles/pay-click-advertising-article

Tags/Keywords: Advertising, Pay-per-Click, Online, PPC

Summary: Key Components That Guarantee a Return on Investment for PPC Management. The good news AND the bad news about pay-per-click advertisement is that anyone can setup and manage a pay-per-click advertisement program from Google, Yahoo, or MSN in minutes. Because anyone can run a PPC advertising, it has a higher overall cost, and lower click rate and conversions. There are four key components of a winning PPC advertising program: explore, evaluate, expand, and enhance. In exploration phase, user should gather and assess information like historical PPC account data, internal Web analytic data, and peripheral research on customers and competitors. It is essential to run a PPC advertising program test campaign for two to four weeks in duration. In the evaluation phase, user implements the PPC program test strategy and monitors performance. The goal is to find which keyword, ad copy, landing pages, and bid strategies have the greatest potential. In the expanding phase, user focuses on increasing the number of keyword phrases to generate the desired quantity of links. In the enhancing phase, user refines the keyword phrases, text ad copy, landing page elements, and bid strategies. After the “4E process”, the next step is to apply it to the core PPC advertising elements: keywords, structure, copy, landing page, bid strategies, and testing. Utilizing the “4E process” ensures the maximum ROI on most PPC advertising programs.




Name: J. Kambo Wang
Article #1: Displaying growth potential
Source:The Hindu Business Line
http://www.thehindubusinessline.com/features/eworld/article3007044.ece?ref=wl_features
Tags/Keywords: Google, Facebook, Email Ads, Text Ads, Newspaper Ads, Online advertisements
Summary:
A common generalization can be made from a variety of broadcast channels, such as TV, newspaper and magazines. The key to connect them all is they generate majority of their revenue from advertisements. However, the traditional trend has been changing as Google and Facebook giants are attracting more and more advertisements away from television and newspaper advertising. Google uses strategies that advertisements are enforced through text ads, gmail inbox and website browsers. Advertisers are more inclined to spend their big buck on display advertising versus word ad in order to capture more attention. The traditional newspaper ads are targeted toward an age range from 20-50 year old. This demographic is lacking the audiences from other age groups. That explains why some companies are willing to spend huge amount of money on a 30 second commercial during IPL match, in the hope of sinking in the hidden message in customers’ minds the next time they make a purchase. Facebook currently holds 840 millions users which on average spend 7 hours per month submitting their status updates and likes on the web. It directly increases the chances of advertisements being viewed and create potential sale. Companies online can create immersive ads that deeping sink into consumers’ minds. These companies can be Amazon or Google who has generated their stable client base. The next improvement for online companies is to promote higher time span being spent on the net in order to make online advertisements more effective.

Name: J. Kambo Wang
Article #2: Microsoft, AOL, Yahoo Launch Online Ad Program
Source: Investor Place
http://www.investorplace.com/2012/03/microsoft-aol-and-yahoo-launch-online-ad-program-msft-aol-yhoo/
Tags/Keywords: Microsoft Advertising Exchange, AOL, Yahoo Right Media Exchange, RTB system, Online Ad Program
Summary
Last fall Microsoft has announced an online ad partnership between Microsoft, AOL, and Yahoo to compete against Google’s online advertising behemoth Adsense and Adwords. The Ad Program has gone live and is now accepting advertising bids from business. The ad platform will allow advertisers to place ads on sites of all three companies with a single buy, ads will continue to be delivered by the companies’ existing advertising arms, using Microsoft advertising Exchange and Yahoo’s Right Media Exchange. The arrangement is like a traditional ad network in some ways, but the amount and variety of unsold inventory in the ad pool and the potential reach of each ad have been scaled up enormously. In addition, the new system could blur differences between the three advertising arms. The networks use a real-time bidding (RTB) system, in which advertisers place minimum and maximum bids on ad placements meeting defined criteria for particular website and user categories. An example might be a cosmetics company and a clothing store that both indicated a desire to advertise to women between the ages of 25 and 35 who read celebrity gossip blogs. Demographic information for advertisers is usually gleaned from tracking cookies in users’ browsers. When a user matching the advertistsers’ criteria visits the website for the ad placement, the advertising program instantly pushes forward the ad belonging to the highest bidder for that slot.


Name: Ermir Kape
Article #1: 48 Items That Technology Will Replace This Decade
Source: Clickz- Marketing News & Expert Advice
http://www.clickz.com/clickz/column/2139511/48-items-technology-replace-decade
Tags/Keywords: Technology, This Decade, Marketing, E-commerce, M-Commerce
Summary: In this Article, the author Erik Qualman, has come up with a list of forty eight things that technology will replace this decade. It is relevant because many of the things that he states have already been replaced, or are in the process of being replaced; because technological innovation has made it possible to digitiza many physical things.
The most attenttion grabbing things that stood out from the list were: desktop computers, face to face communication, big box stores (ex: BestBuy), mail orders, classrooms and most importantly Privacy.
It is important to take into consideration the impact that mobile computing and m-commerce will have on everyday lives. Mobile devices will be able to fuction as destop computers (which they already do), transaction devices (like credit cards) and interaction devices. This highlights the importance of mobile advertising when it comes to online advertising. Marketers will need to develop advertising campaigns specifically directed towards mobile device operators, because in this age that is the best way to reach a large portion of the target audience. Marketers will need to adapt to the new technological advancements and implementations in order to be successful in promoting their products and brands.
As for classrooms, technology has already been implemented into the physical classrooms and it is slowly driving the trend towards virtal education.
The most important topic on the list however, is privacy. As is evident with facebook and many other social media sites, it is impossible to prevent personal information from being recorded or used.
This brings forth the issue of privacy violation, which will be a major issue in the years to come as advertisers try to target their chosen demographics specifically through their collected online data.
The purpose of this article is mainly to highlight the benefits of techonological advacements, but it also raises awareness as to what extent technology can truly benefit consumers, while giving marketers more power.
http://youtu.be/Nwwq3l39lqk


Name: Ermir Kape
Article #2: Integrating Email Marketing for Small Businesses
Source: Clickz- Marketing News & Expert Advice
http://www.clickz.com/clickz/column/2152849/integrating-email-marketing-businesses
Tags/Keywords:Marketing, Email, Social Media, Analytics, Small Businesses, Email Services
Summary: The rise of social media was supposed to kill off email,especially email marketing. However, if properly integrated, social media channels can help email marketing become even more successful than in the past. Even though social media has proved to be more interactive and personal, people still like the conveience of email, rather than having to search in social communities.
In order to have successful email marketing small business owners' goal must be to better know and understand their audiences and consumers. Information about their audiences can help create personalized emails, as well as making it possible to target consumers based on their preferences as well use of social media. They can better target consumers and customers based on their involvement in social media networds. This can be done through add-ons in their emails, or linking messages to social media.
Due to the fact that social channels allow for more interaction, email marketing must integrate socially linked campaigns which can help messages or promotions go viral.
Analytics is a huge part of marketing knowledge.You can see which links are being followed, and hwo people are linking back to your site. Analyzing data to see how traffic is being directed and how to better manage email messages in order to engage the audience on a larger frame, reaching more people and being more effective ingetting them to become interested.
The use of social media emphasisez the use of imagery and illustrations instead of just plain text, which forther promotes sharing and exposure. Members sharing content within their networks is the new-age, digitized word of mouth.




Name: Mitchell Pateman
Article #2: What's Exciting in Mobile Marketing? - Location Based Advertising (LBA)
Source: Marketing Tech Blender
http://jimsuchara.wordpress.com/tag/gps/
Tags/Keywords: GPS, LBA, LBS, location based advertising, location based services, mobile advertising, mobile marketing


GooglePin-300x400.jpg
Summary:
Location Based Advertising has had a huge impact on mobile marketing in the past few years. LBA has taken advantage of Global Positioning System (GPS) technology to provide new advertising capabilities to marketers. Not only is GPS being used for navigation aid on most smart-phones, it is allowing the user’s locations to be accurately tracked by signals traveling to and from satellites in space.

Marketers and advertisers, with the help of service providers, can now utilize users’ geographical position to share targeted marketing info. An example of this is when you are walking down the street with your iPhone, and an app pops up with sale information from a nearby store. Services, ads, offers, coupons, and loyalty-based sales are some other examples of relevant targeted information that is shared with smart-phone users because of their location.

After considering the vast number of smart-phones in the world, and the ever-growing Location Based Service (LBS) market, it is clear that this is an effective marketing strategy. 4.6 million people own a mobile phone world-wide, a large portion of which participates with GPS capabilities. The revenue of the Location Based Advertising is enormous and will continue to grow in the future.

Smart-phones, following the product design of technological convergence, are constantly offering a wider variety of daily uses. Smart-phones are still in a growth stage and it is hard to say where they are headed, but for now, location based advertising is a key feature that will continue to strive in today’s technological market.


Name: Mitchell Pateman
Article #2: 9 Ways To Improve the SEO of Every Website You Design
Source: Six Revisions
Tags/Keywords: Blog, blogging, google analytics, coding, unique, meta tags, website, layout, footer links, keywords, keyword rich title tags

seo_increase.pngSummary:
Maintaining relevance in the eyes of internet users and search engines, especially Google, is a difficult challenge that online businesses have to face in today’s ever-changing online environment. With Google controlling over 90% of the search traffic in the US, it is every company’s dream to be ranked number one on the search engine giant. One way that can aid a company in attaining this dream, is to improve their website’s Search Engine Optimization (SEO).

Adding a blog is a common way to keep customers attention and attract more socialization on the website through the use of comments, posts, and likes. The visitors can add their thoughts and add fresh content at any time. The interactivity adds value to the site because of the continually new content and it can even increase the size or number of pages in the site.
Google Analytics is another good technique. It provides critical data about the site, and shows where they stand in the search engines. This can be beneficial because you can see, in real time, the productivity of your website, and your advertising strategies.

Reducing code bloat is a good way to speed up your sites loading time, and it also helps Google’s spiders to find and distinguish the site. This somewhat goes hand-in-hand with making your site unique. Google ranks websites according to their exclusive practical information. A simple way to avoid this is to reject unoriginal information on your site.
Meta description tags are what appear in the results page of the search engine. These are an excellent way to differentiate your business from others in a similar field. Relevant, current, and important information about your business should be included in these tags.

Even the regular text on your site is skimmed through by the Google algorithm. Google hates repetitive wording, so if your site uses the same phrase, or information on every page, you should think about changing it. Google will definitely penalize you for duplicate content, and your ranking will decrease. Header and footer links, on the other hand, should be included on every page. Google loves links.

Creating your webpages with keywords and rich title tags is a great way to improve SEO. These keywords can be included in the <title>, <meta>, <h1> (header), <body>, or even the URL. Having these keywords included on your page and in your code will help your page rank higher when it is entered in a search.

By utilizing all of these skills and principles, marketers around the globe are increasing ranking, traffic, sales, and profits because of Search Engine Optimization (SEO).


Name: Matthew Kert

Article 1: Facebook Timeline For Brands: Marketing Game Changer Or Potential Spam Machine?

Source: http://www.webpronews.com/facebook-timeline-for-brands-marketing-game-changer-or-potential-spam-machine-2012-02

Tags/Keywords: facebook, timeline, branding, marketing

Summary:

Facebook timeline has created a new way to showcase your profile. Everything is now predominantly put on display in a timeline fashion and navigating the past is really simple. But timeline is just not for its regular users. Facebook has already started rolling it out for brands as well. What this means is a more in-depth experience, which allows the user to possibly see the past (the more history the better) and where the company is going in the future. Brands will be able to pick and choose what they show as well, taking any negative feedback out of sight. As well, in addition to timeline, Facebook is introducing Open Graph apps, which is a social graph that allows users to easily show what they are consuming to their friends. Once a user adds this app, everything a person might be into will now be predominantly shown on their friend’s newsfeeds and tickers. It will be a good way to create a deeper connection between the user and brand, which will hopefully attract new users to their page. Social media advertising has become a major part of online market and timeline now adds a new way of engagement. The only downside to this is that since brands can now share everything easily, with Open Graph and timeline, it can now become a tool for spam. With constant updates on newsfeeds, users may decide to un-follow brands taking away the point of social media advertising. None the less, timeline adds a new aspect to social media marketing and like it or not the future of Facebook.


Name: Matthew Kert

Article 2: How ‘Hunger Games’ Built Up Must-See Fever

Source: http://www.nytimes.com/2012/03/19/business/media/how-hunger-games-built-up-must-see-fever.html?ref=media

Tags/Keywords: online marketing, facebook, twitter, interactive, social media

Summary:

In the past, movie marketing just required having a trailer and advertising inside the theatre. But in today’s age of the web, marking has shifted to a more online focus. Social media is at the forefront, using consumers as marketing tools. Online sharing has become a powerful tool, with Facebook and Twitter being so wildly popular. Take new Hunger Games movie as an example. What they did was slowly release different types of online marketing, with things like a contest on Facebook, interactive twitter games, fancy logos and much more. They kept adding fuel to fire, so to speak, adding more and more interest, thus creating a wildly anticipated opening day. The budget for their marketing strategy was lower when compared to big releases, using about 50% of what it normally takes due to the increase in online tactics. It was a simple strategy, having different teams for different online sectors and having a concrete plan on when things would be released. One of three innovative ways of marking they employed was the use of a web site where users could make themselves a part of the city by creating digital ID cards. The other way was a twitter scavenger hunt in which the poster was cut into 100 pieces digitally and scattered across the internet having the fans look for them and put it back together. The final innovative tactic was the use of YouTube where users created their own hunger games videos which generated millions of views. Marketing of The Hunger Games used the power of the internet to generate a massive buzz for an already popular story.



Name: Vassili Vassiliev
Article: Chris Brogan on Cultivating Visibility
Source: http://www.entrepreneur.com/article/222470
Tags/Keywords: Cultivating Visibility, Visibility Online, Customer Retention, Marketing Goals, Content, Quality Information, Social Media, Utilizing Social media, Branding, Marketing, e-mail marketing, Chris Brogan, Advertising
Summary:
Communication between companies and their customers is mediated by marketing. According to Chris Brogan, marketing should be more of a flow then an interruption. Many businesses fail in this department because they only contact potential clients when something is being sold or something is needed. Brogan states that in order to foster interaction with the database of potential and current clients, a company must communicate with the client between the “asks”. He lists some hints and tips for cultivating visibility during these times.

Decide On Your Goal
As we have learned, deciding on the goal of your campaign is the most important aspect. It guides the marketing for the overall image of the company. However the main focus for Brogan is that of content. It is important to draw the attention of the consumer with great content so that they keep coming back to the newsletter and reading it weekly or monthly.

Build an Editorial Calendar
Brogan mentions this as a tool for organizing information that would promote users to access and interact with it. He also suggests adding in some interactivity on the part of the company by honoring buyers with posts of their own. This tool is also important for promotions on products so that flooding or over promoting does not occur.

Expand Distribution
Brogan speaks of utilizing all the free advertising that companies have available through social media. Potential users are drawn from the type of community and unique interactivity that goes on in social media ranging from YouTube to Twitter.

The bottom line for Brogan is that companies need to utilize these different outlets of media while at the same time providing a steady flow of quality content.
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Source

Name: Vassili Vassiliev
Article: See What Attracts People to Your Business's Facebook Page
Source: http://www.entrepreneur.com/blog/222514
Tags/Keywords: Marketing, Content, Quality Content, Customer Retention, Facebook Analysis, Business Profile, Optimization, Attention Map, Visual Attention, EyeTrackShop
A quick and easy way to get a business noticed for young entrepreneurs is by making a Facebook page. This allows them to add all their friends to the group and get massive exposure by having it come up in the newsfeed. In this article by Mikal Belicove, importance is once again placed on the actual content much like in the first article. Since the profiles are all similar in design on Facebook, content is what is going to draw traffic to your page. “EyeTrackShop recently performed a study based on what people specifically look at on Facebook brand-pages.” (Belikov 2012)
1) The wall posts
Creating and publishing great content will catch the user’s attention.
2) Longest attention given to wall posts
Great content will result in user’s scrolling down the wall.
3) Small pictures get attention (icons of pictures above the wall)
These pictures should speak to the needs or curiosity of customers.
4) Three quarters look at the main picture
Should pique the user’s interest while at the same time include a message or call-to-action.

The EyeTrackShop Facebook page is a good example of these features and can be used as a guide for beginners to set up a business profile. This company can also be used to maximize the effectiveness of any website by tracking where a user’s attention is drawn.

eyetrackshop-study-facebook-timeline-vs-old-profiles.jpg
Source






Name: Shivani Naidoo
Article: 3 Ways Marketers Can Reach Facebook’s Mobile Audience by Victoria Ransom

Source: http://mashable.com/2012/03/19/facebook-mobile-marketing/
Tags: Facebook, Mobile, Advertising, Sponsored Stories, Social Campaigns

More and more users are doing most of their browsing on mobile devices instead of computers these days. According to the article, “more than 450 million people use Facebook mobile on a monthly basis” and mobile usage is outgrowing desktop use 2:1. Since mobile use is booming, marketers must adapt their strategy for this platform in order to guarantee they do not lose their mobile audience. The article outlines the following three techniques aimed towards reaching Facebook’s mobile audience.

1) Mobile-optimize all your content:
Marketers are encouraged to build mobile-friendly content, particularly since Facebook mobile timeline for brands was just released. By optimizing content for mobile devices, marketers will be able to reach the fifty percent of Facebook users that do all of their “Facebooking” on their smart phones. Ideally, developers will be able to build once and deploy across several mobile platforms, thus avoiding any synchronization issues.
2) Integrate sponsored stories into your marketing:
Since mobile devices do not provide marketers with a way to advertise to their users, the article encourages integrating sponsored stories into marketing strategies. Since advertisements do not show up on mobile devices, sponsored stories will show up on users’ news feeds and provide a means of advertising. Sponsored stories may not fit into all marketing strategies, therefore the article suggests creating a calendar of activities that will easily accommodate the sponsored story format.
3) Use Facebook mobile to fuel offline campaigns:
Since many consumers perform retail research (mostly when inside the actual store), the article encourages marketers to capitalize on this piece of information. Marketers are encouraged to use in-store signage (a commonly neglected feature) in order to tie their online and offline campaigns together. Successful campaigns encourage consumers to check in constantly for their own benefit (prizes, freebies, etc.), which keeps them coming back to the page. 


Name: Shivani Naidoo

Article: Why Targeted Ads Must Account for Changing Consumer Context by Tom Wentworth

Source: http://mashable.com/2012/01/10/targeted-ads-context/
Tags: Ads, Advertising, Personalization, Filtering

Targeted advertisements are present on almost every website that has ever gathered personal information about its visitors. These advertisements compile specific information based on our interests, past purchases, frequently visited pages, etc. As consumers, we are exposed to these advertisements that supposedly cater to our wants and needs when visiting websites such as Amazon.com, Facebook.com, YouTube.com, etc. The article highlights that “the key to any successful marketing program is personalization”. Although marketers must understand their consumers, they must also place a great deal of emphasis on the context within which their consumers make their purchases.

This article discusses why targeted advertisements must account for the constantly changing context within which the consumer shops. It begins with the common example of parents who shop online for their children and are consequently bombarded by advertisements for products that do not interest them at all. Marketers must take shopping for others into consideration when gathering the criteria with which they form an interest/taste profile. A user’s taste profile may suddenly change because they are on vacation, shopping for others, or encountered some kind of lifestyle change. If marketers are able to pick up on these lifestyle changes and subtle shifts in a user’s consumption pattern, they may be able to capitalize on such information by offering the right types of discounts/deals at the right time. In order to succeed, marketers must efficiently use shopping-related data and personalize their user’s experience “on the fly” to avoid misreading their clients and possibly losing their business.


Name: Misha Waheed
Article: Rogers marketers feel the wrath of Twitter
Source: The Globe and Mail
Tags/Keywords: Rogers, #Rogers1Number, Twitter, hashtag, social media, backlash

Summary:
Rogers Communications recently launched a social media campaign to promote their new advertising tagline “1 is the only number you’ll need” for the Rogers One Number service. This service allows Rogers users to extend their wireless numbers to their computers for free. The company utilised Twitter’s cost-per-engagement service, through which Rogers paid Twitter a fee every time someone re-tweeted, replied, or clicked on their #Rogers1Number hashtag. The hashtag gained popularity quickly and landed a spot on Twitter’s list of most trending topics for 24 hours. However, instead of re-tweeting the hashtag to promote the new service, Roger’s customers united together to create large scale backlash against the company. Customers saw the Twitter campaign as an opportunity to publicly complain about Rogers’ poor customer service. One customer, George Evans, wrote about how Rogers tried to bill him over $500 a month. Some even questioned if Rogers was being dishonest about the new service. Donna de la cruz for example, discussed how Rogers 1 Number was not a free service as the company had advertised. The #Rogers1Number hashtag soon became a “customer service nightmare” and a complete marketing failure for Rogers. Rogers announced that it was going to respond back to customer complaints individually on Twitter, but the damage to the company’s brand image has already been done. This backlash demonstrates how social media has changed advertising by giving more power to the consumers. Online advertising is not a one way street where companies market what they want and people simply consume everything. Companies that use social media for marketing purposes have to think carefully about what kind of response they will receive from consumers because one wrong move can ruin their reputation and have a long lasting impact on their credibility.



Name: Misha Waheed
Article: Social media increasingly part of the TV experience
Source: The Globe and Mail
Tags/Keywords: social media, TV experience, cross promotion

Summary:
Social media is completely changing the way we are entertained through the television experience. In the past, people used to huddle around the television and direct most of their attention to what was happening on screen. In more recent years, people have begun to play the television in the background while using their smartphones to share what happens on screen with their friends. This ensures that people are fully engaged in the TV experience. Whenever an event is being broadcast on television, TV networks, sports teams and fan sites etc. set up some sort of discussion on Facebook and Twitter to make sure that people are doing more than just sitting in front of their TV. Users watch the event on screen and simultaneously use their smartphones to follow what friends and celebrities are saying online. By using social media to reinforce what happens on TV, broadcasters are making the TV experience more interactive, engaging and social. This cross promotion of one event through multiple outlets ensures that broadcasters can advertise to as many people as possible and create a great deal of buzz around the event. When Tim Tebow made an 80 yard overtime touchdown, Twitter received a record breaking number of tweets about the event. People were talking about what happened long after the game. This ensured that the memory of the game was forever engrained in people's minds so that they were more likely to tune in at the next game in hopes of being entertained once more. As people begin to realise how vital social media has become to our TV experience, it is very likely that they next step will be to try and monetise it in every possible way.



Name: Saljuq Hashmi

Article: Viral Videos Catch On That Only Hint at a Sponsor's Purpose

Source: Online edition of The New York Times.

Tags/Keywords: Viral video, Marketing, Promotion, New Age Advertising, YouTube

Summary:
The emphasis of this article is about the viral marketing schemes by marketing firms in collaboration with corporations. This article in general talks about the brainchild of a marketing firm that goes by the name of Thinkmodo. Their main motive is to market to the mass public using methods that are unconventional and tap into the growing desire of marketers to appeal to and seek the attention of online video watchers on social sites like YouTube, Facebook and Twitter. The strategy used by such firms include clever and authentic marketing ploys without clearly mentioning or overtly pushing the product. The viral video in question is shot in an unprofessional manner using a cellular device to get the authentic feeling of being captured by a friend. The video shows a young man explaining to the viewers how he can hack into any video screen in and around Times Square using his cell phone and a "transmitter". The video goes on to show that the young man achieves this feat by first transmitting himself on a newspaper kiosk screen and later by broadcasting himself on a larger screen in Times Square. This whole video was actually a hoax and was a marketing ploy for the movie Limitless which was playing on the screen next to the one that the young man hacked into. Therefore, as mentioned earlier this video caused enough buzz to get sufficient views and go viral, thus achieving the task it wanted to accomplish by marketing their product without being too direct about it.


Name: Saljuq Hashmi

Article: Mass Effect 3's Reapers Are Invading the Earth Right Now

Source: Kotaku

Tags/Keywords: Promotion, Marketing, Alternate Reality, Twitter, Mass Effect

Summary:
Mass Effect 3 is the highly-anticipated multi-platform game that was released recently. There were many methods of marketing used for the game, ranging from print ads on gaming websites to television spots for the release of the game. The promotion strategy talked about in the article is the use of an alternate reality application that the users can download and use it to take pictures of their real location. Using the application, the users can generate photographs of the "reapers", the alien villains of the game, landing their alien ships on the real world picture locations. This application was developed by Bioware, the makers of the game, to generate hype amongst the consumers and pump them up the day before the release of the game. Bioware integrated their application with Twitter, asking users to snap pictures of "reapers" landing in their geographic locations and tweet it to the world using the hashtag #solcomms. They encouraged the users to play reporters, spreading fake news of "reaper" invasion of various locations around the world. This created buzz amongst the various users of Twitters. Those knowledgeable about the game and its release understood the marketing ploy but those oblivious to the game or its existence were thrown into a confusion about actual alien invasion. Upon further inspection, it turned out to be a promotional event to create buzz before the release of the game and thus was a good promotion that affected all sorts of consumers, those who were interested in the product and those who weren't.




Name: Michael Nieto

Article #1: 3 Ways Marketers Can Reach Facebook’s Mobile Audience

Source: Mashable - http://mashable.com/2012/03/19/facebook-mobile-marketing/

Tags/Keywords: Facebook, Social Media, Social Media Marketing, Branding, Mobile Apps.

Summary:

This article states three major ways online marketers can finally be integrated in Facebook’s mobile applications.

  1. Mobile-Optimize All Your Content.
  2. Integrate Sponsored Stories Into Your Marketing.
  3. Use Facebook Mobile to Fuel Offline Campaigns.

Due to an increase in Facebook’s mobile app users, online marketers are now planning to integrate themselves through sponsored stories on the news feed app. In order to do this, they first need to mobilize all their content. This is very important since it being accessed through a mobile device and should be rendered properly for the user to navigate and experience. The next step is to essentially integrate sponsored stories within the app news feed that are generated from the users activity on a brand page. This allows marketers to make themselves visible and linked with the company website. The last step is to utilize the app for offline campaigns. Marketers should then be able bring user activity offline by compensating them in some creative way. Users will generally receive something in return after doing some online promotion for the company.


Here is an example of what some marketers do on Facebook to get offline activity:

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Name: Michael Nieto

Article #2: Facebook’s 6-Point Plan for Building Brands in the Social Media Age

Source: Mashable - http://mashable.com/2012/03/12/facebook-brand-building-tips/

Tags/Keywords: Facebook, Social Media, Social Media Marketing, Branding, Communication.

Summary:

This article states a simple six-point plan for building brands within many social media networks:

  1. Articulate
  2. Connect
  3. Engage
  4. Influence
  5. Integrate
  6. Rejuvenate

Marketers should be able to articulate why their brand is considered “social” and how it can be used within a conversation. People can communicate and express their ideas through social media by engaging with the brand and making reference to it. Companies would then use social media websites as a platform to connect with their users about special news and events that occur as an open conversation on their Facebook page.

Users can engage with a brand on social media websites by joining in their conversations so the brand receives instant feedback. People will then be influenced by the brands activity where they are willing to repost or share this information amongst their online community. The concept of sharing also brings integration of “like buttons” for positive feedback so they may become more visible on the users account next time they log in. The brand should however, constantly monitor their social media pages in order to rejuvenate themselves so users continue to engage with their content. They should always keep in mind that the brand must be relevant their audience to make them feel a part of them.




Name: Rajvir Virk
Article: The Online Advertising Industry: Economics, Evolution, and Privacy
Source: The Journal of Economic Perspectives 23.3 (2009): 37-60. ABI/INFORM Global; ProQuest Research Library. <http://search.proquest.com/docview/212077762?accountid=14771>
Tags/Keywords: online advertising, privacy, behavioral targeting
Summary: According to David S. Evans, the greatest challenge for the advertising industry is to solve a vast matching problem because advertisers want to deliver numerous messages to the largest number of consumers. Online advertising offers the potential to be a more efficient match- making vehicle for advertisers than was previously possible with traditional media such as print, radio, and television. Consumers, however, may agree to provide private information without foreseeing that this information will be sold to other vendors. Evans explains how this data can be used to infer general characteristics of individuals such as their gender and their buying interests. He goes on to say that this process allows advertising to be targeted because advertisers know “with confidence” what content a particular consumer is viewing. This begs the question of whether advertising is providing consumers with valuable information that could help them make more efficient buying decisions, or whether it is getting consumers to buy based on misleading information. Evans also addresses some of the consequences that advertisers face for choosing to target specific audiences. Since behavioral targeting narrows the group of people that see an advertisement, the likelihood that these individuals will ultimately purchase the product has to be high enough to counterbalance the reduction in the number of people that view that advertisement. Evans states that a tradeoff exists between precision and reach as precision is limited by the amount and quality of data that is available.

Name: Rajvir Virk
Article: Advertising and Consumer Privacy: Old Practices and New Challenges.
Source: Journal of Advertising 38.4 (2009): 51-61. ABI/INFORM Global; Banking Information Source; ProQuest Research Library. <http://search.proquest.com/docview/742982973?accountid=14771>
Tags/Keywords: cookies, online exchange relationship, privacy, behavioural targeting
Summary: Justine Rapp reveals how the advancement of computer-based technology has provided advertisers with the ability to collect and assimilate information on consumers like no other time in history. The principal intention of online advertises to target individuals on a personal level in order to establish lasting relationships that will work to increase sales. However, a tension exists between an advertiser interests and consumer needs. Cookie trails left by consumers help advertisers tailor advertisements to the consumer’s specific interests. Privacy issues arise since advertisers can access and combine user data across potentially thousands of websites to generate consumer profiles. This issue becomes further amplified because cookies typically are downloaded without the user’s permission. Rapp states that the exchange of information among organizations may allow them to tailor offerings to needs and desires, but only at significant cost to consumer privacy. She states that consumers must bear entirely the downside of information sharing, whether perceived or real, because the marketplace seems to foster an unbalanced exchange relationship that may be seen as one-sided. Regulation to deter privacy violations has been surprisingly slow and unsteady; therefore, Rapp demonstrates a preference for self-regulation over legislation. She states that the operational resources necessary for successful monitoring would be daunting and that the human power necessary to monitor the growing volume of advertiser sites would be impossible to mobilize. Rapp believes the solution to online privacy violations lies in the hands of the users. Therefore, in order to counter the issues of online privacy at this time, consumers should make themselves familiar with a baseline of knowledge on privacy issues associated with using the Internet.




Name: Soomin Hazel SuhArticle #1: Groupon Shifting Strategy toward Customer RetentionSource: http://www.dailydealmedia.com/642groupon-shifting-strategy-toward-customer-retention/Tags/Keywords: online marketing, customer retention, loyalty, competition, marketing strategy

Summary:

The companies that profit from marketing customers online usually have two objectives: the customer retention and acquisition. Companies have to decide on which side they would put the weights heavier by evaluating the social, economic, and personal behavior of the targeted consumers and the business circumstances. The article specifically look into the case of "Groupon", which is a "deal-of-the-day" website that offers discounts, gift certificates to the customers that can be used in various – local or national – shops and companies; and how it has decided to shift its marketing strategy from "acquisition" to "retention" of customers. As Groupon is having what article as referred as "spectacular success," its attention had now turned into keeping their online customers and to make them return to the market to make purchases again consistently. According to the article, the online marketers should and could benefit from setting retaining strategy to keep their customers because the online social commerce service is now spreading wider, thus offering more options to the customers which also mean that customers can easily change their service providers. This, therefore, force the marketers to find the ways to retain the loyalty of customers to survive growing competitions within the online marketing services.

groupon
groupon

groupon



Name: Soomin Hazel SuhArticle #2: The search for e-commerce 3.0Source: http://www.bbc.co.uk/news/business-16706741Tags/Keywords: e-commerce, online retail service, online shopping, e-commerce 3.0

Summary:


Unlike common beliefs now that E-commerce is old news and that online shopping has become so common, in reality it makes up about 5% of all retail. This means is that E-commerce is still a blue ocean to the e-business people. Indeed, according to the article, the growth of online shopping is going up rapidly these days. E-commerce is not only about actual purchase over online but it is also about its influence on people's consuming behaviors. According to article, an e-commerce specialist Sonali de Ryker, said "one third of all offline buying decisions in bricks-and-mortar shops are now influenced by online behavior…" The article also analyzes e-commerce as 3 different levels: the e-commerce 1.0 that was about discovering the opportunities and setting up the shops online, which was like the virtual "imitations of the offline" shops; the e-commerce 2.0 showed the trends of transforming these simple online shops into something more sophisticated and clever portals that interact with the customers with multimedia and such; according to de Rycker, the e-commerce 3.0 is emerging now, but without solid figure or appearance yet.


external image _58075197_dldconference2.jpg

Sonali de Rycker with John Donahoe, president of eBay
at the DLD 2012 conference in Munich


Name: Manraj Sekhon
Article: Typography and Web advertising
Source: http://alexanderwwhite.wordpress.com/designer/typography/using-type-in-web-ads/
Tags/Keywords: Typography, web design, advertising
Summary:

Alexander white, an expert on web typography wrote an article regarding the importance of effective typography on the web when creating various forms of online advertisements. In the first portion of his article he claims that a majority of advertisements on the web are skippable and are not viewed by many individuals because editors and designers stick to historic print style design tactics. He claims that designers tend to use techniques that were successful on print ad's but fail to translate effectively to the web. He summarizes that successful online marketers are the ones that see heir audience as 'Targets' rather than 'Viewers'. He outlines various forms of web advertisements such as banner ads, sidebar ads, pop-ups, and measures their effectiveness. He also explains that having a target audience, and effective visual typography design are two fundamentals for effective web ad design campaigns. Obtaining a specific target audience and creating simplistic visual designs that cater to that demographic is a key point white stresses throughout this article. In the latter part of Alexander White's article, he breaks down the three successful elements of design that any web design ad should contain. He highlights that Images are a common language and choosing/editing the right image will appeal directly to your target customer because they stand out and will capture the eye. The second design element is type, integrating a creative typeface with imagery will allow the ad to be brand specific, and successfully convey the message of the advertisement. The third and most important design element as stated by white is utilizing space in an effective manner. The online web advertisement must not be to congested and must use background space to allow the images and typography to stand out. In all, this is an effective article that highlights the importance of design, and typography in online web advertising.

Name: Manraj Sekhon
Article: How to Avoid Online Advertising's 1$ Billion Dollar Mistake
Source: http://www.marketingprofs.com/articles/2010/3986/how-to-avoid-online-advertisings-1-billion-mistake
Tags: Metrics, Click-through Rate, B2B
Summary:

This online article created by the marketing-profs highlights the key reasons why companies launch large scale marketing campaigns, and also overviews the primary metrics by which they measure the success of these campaigns. The article claims that a majority of companies launch marketing campaigns and continuously update, re-vamp and up-scale the campaign's networks and and platforms to optimize its performance throughout its lifecycle. They also overview that a majority of companies employ tactics such as geo-targeting, demographic targeting and frequency capping to specifically place their advertisements in locations on the web that will be viewed by its target market. One specific metric that the article spends a great deal of time analyzing is the number of clicks the campaign receives, or the click-through rate (CTR). Over-time, this metric has been proven to be a troublesome way of measuring the success of a campaign primarily because some broken click-throughs, unresponsive servers, delays, and poor tracking software result in inaccurate statistics. The article also claims that measuring Click-through rates are not an effective tactic when measuring B2B marketers primarily because obtaining a B2B deal that is legitimate and successful may ultimately take weeks and months to set up. As opposed to a B2C marketplace where sales happen almost instantly, companies who engage are marketing to other businesses may not reap the benefits of employing a CTR strategy. The article highly stresses that businesses should focus on the content of their advertisements and provide greater information to their customers to motivate them to purchase their product, as opposed to investing time and money into always relying on a click-through-rate to measure the success of their campaigns.






Name: Patrick Mayaki
Article #1: “What to Expect From Mobile Marketing Tech in 2012” by Matthias Galica
Source: Mashable - http://mashable.com/2012/01/11/qr-codes-augmented-reality-2012/
Keywords: Offline-to-Online marketing, Mobile marketing, Quick Response codes, Augmented Reality, Near Field Communications

Matthias Galica, CEO of ShareSquare—the leading platform among brand and entertainment marketers for incentivizing offline-to-online engagement—authored this article expressing his predictions for mobile marketing in 2012. Quick Response (QR) codes, Augmented Reality, Near Field Communications, and The Field are the four main concepts he predicts to be dominant Mobile Engagement strategies for 2012.

QR Codes: He suggests that non-standard formats will be used less, while more movile devices will be equipped with the ability to read QR codes. However, mainstream adoption of QR scanning will result in the obsolescence of third-party apps that perform this function.

Augmented Reality (AR): He foresees AR campaigns being increasingly successful due to the exponential rise of capable mobile devices. He cautions, however, that since there is no general consensus as to what “augmented reality” is, first-time users may be disappointed if their expectations are not met. As a result of this, it will be challenging to retain consumer attention beyond initial novelty.

Near Field Communication: He predicts that this concept will experience great development to the extent that swapping SIM cards for NFC without upgrading one’s entire device will be possible; this will be advantageous to advertisers as they would be able to push campaigns without worry that access to such technology is limited.
He mentions that cross compatibility would be an issue as many mobile wallet hopefuls like Google Wallet, ISIS, and their respectively exclusive carriers vie for dominance in the market.

The Field: He states that offline-online tech will thrive with subtlety. However, he cautions that as with the early stage with most new technology, the focus would be on the use of the technology and not whether the end result is any good.

He concludes that QR, AR and NFC are becoming increasingly popular, but a healthy contingent of other contenders is also vying to close the loop. He continues stating that there are ample opportunities for other offline-to-online engagement technologies and developers will definitely take advantage of this new trend.



Name: Patrick Mayaki

Article #2: “Affiliate Marketing Startups Helping Businesses Outsource Sales” by Renee Warren

Source: Betakit - http://betakit.com/2012/03/18/affiliate-marketing-startups-helping-businesses-outsource-sales

Keywords: Affiliate marketing, Black Hat, Sales, Traffic



Affiliate marketing is a performance-marketing tactic where companies pay a commission to independent Internet marketers for each sale or lead they provide.

Over 200,000 businesses and individuals in the U.S. are involved with affiliate marketing and spending on this strategy will reach $3.7 billion in 2013. While Affiliate marketing as a marketing tactic has been in existence since the advent of the Prodigy Network in 1989, its recent popularity can be credited to the efforts of agencies such as the FTC. The work of such agencies towards combating “black hat” marketers—who perpetrated acts like the “flog” scams of 2009—has led to increased consumer confidence and recognition from businesses as a legitimate industry.

Affiliate networks such as Ludus and KissMyAds are trying to help companies connect with experienced affiliate marketers willing to drive traffic and generate sales. However, business can alternatively self-manage their programs, and services like Track Grid and Tracking202 help in doing that. The new wave of affiliate marketing startups are attempting to gain a competitive advantage over the old giants by focusing on specific niches like mobile, gaming, or even dating.

The “black hat” reputation of the industry still lingers, with companies like Pinterest recently being criticized for using Skimlinks to generate affiliate link revenue without publicly announcing it. This bad reputation could significantly influence the success or failure of all these startups.

Regardless, as outsourcing becomes increasingly popular for bottom-line conscious businesses and larger companies continue to supplement their in-house sales team with independent performance marketers, the popularity of Affiliate marketing will increase in 2012 and beyond.






Name: Xinfei Ma



Article: How QR Codes can grow your business



Source:

http://www.socialmediaexaminer.com/how-qr-codes-can-grow-your-business/



Tags/Keywords: QR codes, mobile advertising, mobile apps, mobile tagging



Summary: QR codes are similar to barcodes, except they are 2 dimensional and can hold thousands of alphanumerical information, and they can be scanned by a mobile phone with a QR reader. They are used to provide links to media content, websites and activate functions on the phone such as email, SMS, and IM. They were invented in Japan, where it's popular and have been used for over a decade. It's slowly moving to Europe, US and Canada. Microsoft has another version of the 2D codes called MS tags. They work by QR generators and are decoded by QR readers on mobile phones. Their uses are for sharing urls, ebooks, links, messages, etc, building community, for calls to action, SEO and SMO, social proof and analytics. They're advantageous to online marketing because they can be tracked and enhance searchability. A list of where to incorporate QR codes are listed (eg product tags, restaurant menus), as well as what it could link to (free mp3 downloads, installation instructions). This article gives examples of real life uses of QR codes and how they helped the company in terms of marketing. For example, United Airlines are using QR codes as boarding passes, so that instead of having to wait to check in, you could get a 2D code on your phone and board your flight immediately. The article also predicts the future of QR codes, saying it will extend social media and connect people in ways never done before, and that more creative outlets will use QR codes to incorporate into their marketing. Perhaps it can hold more information so that internet is not even needed anymore. Could it possibly hold physical data one day?




Name: Yuuki Naosaki

Article 1: Just How Much Money Can Free iPhone Apps Make? Quite a Bit.

Source: iPhone Advertising - http://techcrunch.com/2009/05/06/just-how-much-money-can-free-iphone-apps-make-quite-a-bit/

Tags/Keywords: iphone, Adrollo, Adwhirl

Summary:

This article describes on the difference in free apps and the paid apps. In the beginning of the article,Pinch Media argues that advertising on free iPhone application cannot match the payoff from even the least paid application and will require extra advertising. However, Adwhirl, 'the iPhone advertising platform formally known as Adrollo states differently. This company has signed over 10% of the top 50 application in the App Store and in result serving 250 million ad recognition per month. The flaw of the Pinch Media report is that they assume only one advertise are shown on each application (single ad impression) However, an application tend to serve around 3-5 ad impressions each time a user interacts with them. The Adwhirl reports that application the rank in the top 100 in the free app store make $400 - $5000 daily with advertisement installed into ur application. Making it into the Top 100 is easier said than done and it is always not a guarantee that a free app comes with an advertisement. However, many of the developers are building around the advertisement they put in with the app to make more revenue.


Name: Yuuki Naosaki

Article 2: Sony brand launches in smart phone market with global advertising campaign

Source: http://www.tracyandmatt.co.uk/blogs/index.php/sony-brand-launches-in-smartphone-market

Tags/Keywords: Xperia Marketing - tracyandmatt.co.uk, Sony, Xperia, Wes Anderson

Summary:

Sony launches a global advertising campaign to introduce to consumers to the Xperia Smart phones from Sony.The brand advertising campaign from Sony Mobile Communication returns into the competitive scene of smart phone marketing and experience entertainment experience brought from Sony. The campaign titles "Made of imagination" directed by
Academy Award® nominee, Wes Anderson. This is the first step to the made of imagination campaign which will be released everywhere across TV, print, digital and roll out the course of 2012. The print campaign shows Sony's interactive entertainment that allows users to Play, Watch, Listen and Create. Each concept is brought back to real life with interesting imagery and real life models that were hand made to perform what is inside the smart phone. The new Xperia smart phones combine stand out design and entertainment technology with powerful performance. We hope to see the best and a greater innovation from Sony which will dominate the smartphone market with the new imagery Sony instills in our mind.





Name: Rabia Siddiqui
Article Name: Marketers: Digital Offers More for Less: Source: http://adage.com/article/cmo-strategy/marketers-digital-offers/232967/
Tags/Keywords: Digital Marketing, Wal-Mart, P&G, Cost Cuts
Author Name: Jack NeffDate Published: February 27th, 2012

In Jack Neff’s article, he talks about digital marketing and how it has convinced companies that it can significantly cut costs and remove their debt. Digital marketers believe that this method of marketing has a lot more social power along with lower costs, so the value of it for a company is much higher then traditional methods. Neff discusses two companies – P&G and Wal-Mart for shrinking media budgets and believing it will have no negative effect on the company. P&G’s CEO says that their new five-year cost cutting plan will save $10 billion dollars and 5700 job releases. He says that this cost cutting plan increased shares and investors. Similarly, Wal-Mart said that they increased exposure and marketed to more customers during the holiday season through digital marketing while decreasing marketing expenses by 10 percent. A large part of Wal-Mart’s ‘everyday low prices’ is because of digital marketing. Wal-Mart’s page on Facebook has more then 12.5 million fans and has increased spending on Facebook advertising. They believe it is the most cost efficient way to target the most amounts of people. Neff talks about the concerns of digital marketing as well; for some companies, it confuses investors more then impressing them, which negatively affects the company. A manager of CAGNY says that no matter what company it is, cutting marketing budget has always resulted negatively in terms of sales in the long term. He gives an example of Pepsi who tried to do it and lost a lot of sales and shares. The future of digital marketing looks promising but cutting traditional marketing budgets is a risk only some companies are willing to take.




Name: Rabia Siddiqui
Article Name: YouTube Brands: 5 Outstanding Leaders in YouTube Marketing
Source: http://mashable.com/2009/06/01/youtube-brands/
Tags/Keywords: YouTube, Top 5 Channels, Marketing Platform
Author Name: Catherine-Gail Reinhard
Date Published: June 01st, 2009

YouTube is a very popular and often successful social media-marketing platform. Through contests, viral videos, promotional videos, or advertising campaigns, many companies successfully use their YouTube channel to attract consumers and create brand awareness. The brands that receive long-term success and loyal followers on YouTube are companies who constantly update their channel with new and useful information which consumers are interested in. The most successful YouTube channels are the ones who involve the audience by holding contests and giving away prizes by either creating or sharing videos. Reinhard talks about companies that do not use YouTube to its full capabilities by using their channel just to post their television commercials, or only have one viral video which they believe is sufficient for people to keep coming back to their channel. Reinhard provides us with a list of five successful YouTube channels that do an extraordinary job in using YouTube as a marketing platform. This list includes Quicksilver and Roxy, Ford Models, University of Phoenix online, The Home Depot, and Nike Football. All five of these channels use completely different strategies to attract consumers and gain brand awareness, but they are all successful in doing so. For Home Depot, most of their videos are tutorials on how to use equipment and how to maximize tools. This is very useful to people who are building, painting, or repairing for the first time and do not have professional experience. Along with showing customers that they care, Home Depot makes it a lot easier for customers to use their equipment which is an incentive to purchase things from there. On the other hand, a school such as University of Phoenix has a very successful YouTube channel. Since online education is a very new concept, the University provides video testimonials of students and alumni who are attending the University and have had a successful experience. This allows future students to have a more trusted relationship with the University. As Reinhard outline effectively in her article, there are many different approaches to effectively using YouTube as a marketing strategy.

Name: Park ByungJoo
Article: The ultimate marketing machine
Source: Article: http://www.economist.com/node/7138905
Tags/Keywords: Power of the internet, Advertising, Efficiency, Measurable, Value

This article talks about how efficiency of advertisements has changed with the rise of the internet. It is about how internet changed the value of advertisement and shows how powerful advertisement mechanic an internet really became. In the industrial era, the money was being wasted on advertisements by targeting wrong audiences and very often, missing their audiences. For example, food advertisements will be broadcasted on television show where it might be targeted towards women. However, the audience might have gone to a washroom or went to get something to eat during the advertisement interval which makes that advertisement a waste of money. Their values of advertisements were not accurate and not efficient. There was no way of measuring its value of advertisements and how efficient they are since advertisers cannot really ever know how many people have actually seen the advertisements. However, with the rise of the internet advertisements, the value of advertisements and its efficiency has changed dramatically. Also, its measurable tools made advertisers to waste less of their money on advertisements that is who might say over valued. The internet allows advertisers to better know how many people have actually seen or have been impacted by the advertisements through how many people have clicked on the advertisement or how many have viewed the advertisements or how many have shared with others. This measurable mechanic of internet allows advertisers to pay more accurate value of the advertisement. Also, internet technology allows increased efficiency and more accurate advertisements towards the target audience as internet itself is an interactive system where viewers are voluntarily initiating themselves to view something that they want or need. For example, searching computer on the search engine is an initiative taken by the viewer to look for what he or she wants. Therefore, the advertisements that will show upon this person will be more relevant and accurate to what he or she is looking for. As a result, internet is allowing more efficient and measurable way of advertising in contrast to the old advertisement techniques.

Name: Park ByungJoo
Article: Times Web Ads Show Security Breach
Source: Article: http://www.nytimes.com/2009/09/15/technology/internet/15adco.html
Tags/Keywords: Advertising, Security, Online
This article talks about how security on internet is being used by criminals to advertise their products for quick bucks. The social network sites, newspaper sites, or any other virtual spaces where it is connected to a network can be a victim for hackers to slip in their advertisements into their space. For example, in The New York Times online website, third party advertisements have appeared on the visitors screen which shows as if it was doing a virus check and promoted their anti virus products in order to get rid of their viruses. According to Joe Steward, the development of multimedia ads, mini-applications, and social networking tools are far outpacing the speed of the thinking process about the security that goes into those applications.” (Vance, 2009) As our online technology is developing faster than what people can think about security, visitors of any sites are open to viruses and advertisements that are not directed by the website owner. According to security experts, people create fake antivirus software and distribute them by mimicking the advertisements of legitimate companies, learning their techniques for submitting the ads to networks and sites, meddle with ad servers and then go so far as to provide customer support for people who install the software, keeping the scam running as long as possible.(Vance, 2009) As a result, visitors who are exposed to the fake advertisements that are not directed by the site owner might dislike that website due to annoying advertisements and destroy site owners reputation.



Name: Marcedes Andrews-Overell
Article #1: Unpaid Advertising: A Case of Wilson the Volleyball in Cast Away
Source: Maynard, M., Scala, M. (2006). Unpaid Advertising: A Case of Wilson the
Volleyball in Cast Away. The Journal of Popular Culture, 39(4), 622-638. Retrieved from: http://onlinelibrary.wiley.com/doi/10.1111/j.1540-5931.2006.00282.x/pdf
Tags/Keywords: Unpaid Product Placement, Brand Recall, Advertising, Marketing

Summary:
Wilson the Volleyball in the film Cast Away was an unpaid product placement. This product placement is an interesting case for a few reasons. Wilson’s role in Cast Away was Tom Hanks artistic decision. It took a sports product and created a character which was imagined by the main character Chuck Noland. Wilson’s character developed throughout the movie making the viewer believe he was he was “very real”.
Throughout the film Wilson became more involved in the storyline and the audience got to know Wilson’s character. There are two levels which this advertisement succeeds. On the surface every time Wilsons name was said it is considered an advertisement. On a more in depth level for those who are more resident to this type of advertising, when Wilsons name is said, the viewer becomes more convinced Wilson is an actual person.
The Elaborate Likelihood Model (ELM) explains how people are persuaded in advertising. There are two different routes: central and peripheral. Elements of this model can definitely been seen in Cast Away. The ELM says product placements are most successful when the character engages with the product and used as entertainment, which is the case with Wilson the Volleyball. Steortz conducted a study finding the reasons for high recall of a product. The first reason recognizable packaging, second is verbally reinforcing a name of a brand and third is a celebrities endorsement of the product. The brand name becomes interconnected with the “character driven plot”. This created a high brand recall which is the more important parts of advertising. Wilson was an “unintended marketing success” which saved millions of dollars in advertising.

Name: Marcedes Andrews-Overell
Article #2: What’s in a Brand Name? A Note on the Onomastics of Brand Naming
Source: Danesi, M. (2011). What’s in a Brand Name? A Note on the Onomastis of Brand Naming. American Name Society, 59(3), 175-85.
Retrieved from: http://journals1.scholarsportal.info.myaccess.library.utoronto.ca/tmp/13555617462683021755.pdf
Tags/Keywords: Brand Name, Marketing, Brand Naming Strategies

Summary:
When a product is named it creates a clear character and describes the quality. It all comes back to the theory that people find it easier to recall things as words. The best brand names are brands that are very familiar in someone’s mind, just like the meaning of everyday words. A brand name is successful when it becomes part of our semantic memory and used in our everyday language. For example, Kleenex has become a household name, as most people usually ask for a Kleenex, not a tissue. A brand name does not only identify a product line but identifies the social image to the company which manufactures the product. Over the past decades brand names have become a very important marketing tool. This has resulted in them becoming protected by law.

There is a few brand naming strategies which can be categorized into the following: manufacturer names, fictitious character names, descriptor names, suggestive names, and symbolic names. All of these strategies create codes of meaning for a brand. Four of the most common strategies are summarized below:

Manufacture’s Name: Manufacture’s names instil the values of “tradition, reliability, trust and artistry”. An example of a manufactures name would be Calvin Klein which you can identify the brand with quality and tradition.
Fictitious Names: Fictitious names occur when a product is “named after a fictitious character”. For example Mr. Clean possesses the quality of cleanliness.
Descriptors Name: Descriptor names describe the product and what the consumer should accomplish while using the product. For example Bug Off is an insect repellant.
Suggestive Names: These names create life styles in which the users want to achieve. For example Acura is very close to the word accuracy.


Name: Xinfei Ma
Article: 9 Social Media Marketing Tips
Source: Social Media Examiner.
Tags/Keywords: social media, Facebook, Youtube, LinkedIn, Bufferapp, strategies, marketing, companies,
Summary: 250-300 word synopsis. Feel free to include any graphics that help describe content.
http://www.socialmediaexaminer.com/9-social-media-marketing-tips-from-the-pros/


Since Social media has gone a long way and almost every company implements them it's hard to really 'stand out'. Here are some tips on how to do make the best of social media:

1. Since Facebook Timeline has taken over,the custom tabs beneath the cover photo should be paid attention to. The pages should include email forms as well as videos and pictures.
2. As well as Google+, Twitter and Facebook, LinkedIn has follow button as well. It should be added on the company website to attract followers.
3. Use Bufferapp, which is an CNS that helps publish information onto Twitter, Facebook and LinkedIn. One can set when to post content (they can write up info and post it hours or days later).
4. Ask for subscribers: Actively use annotations on youtube to ask for subscriptions and likes.
5. 2-5 times a day is how often companies should post on Facebook. Be consistent and post a LOT. Content should be different, and be at different times, and should include a call to action. Keep posts around 80 characters or less.
6. Be consistent and deliver content across all forms of social media, everyday. Be very active online.
7. Look at the executive report everyday to see what's working and what's not.
8. Start counting advertising efforts to how much the company is increasing in sales, instead of only looking at how many subscribers. Make a direct correlation from advertising to sales.
9. Include thumbnails in Facebook link posts to attract more attention.



Name: Jumana Baker
Article: What Twitter Ads Mean to You
Source: The Globe and Mail
<http://www.theglobeandmail.com/news/technology/digital-culture/trending-tech/what-twitter-ads-mean-to-you/article1533061/>
Tags/Keywords: Globe and Mail, Macarthur, Twitter, Promoted Tweets, "pimping", business model
Summary: (Word Count: 271 words)
On Tuesday, April 13th 2010, Twitter launched its first advertising technique; the Promoted Tweets. Promoted Tweets are tweets that clients pay for in order to become part of the “Twitter search stream.” Meaning, if a person searches Starbucks or Red Bull on Twitter, the first result would be a promotional tweet which shows any free drinks or offers provided by that company. Amber Macarthur discusses in her article What Twitter Ads Mean to You is the unsurprising development of the Twitter ads where she asks “so what?” It seems like it has been a long time coming; a marketing and advertising plan was expected and predicted. She brings up the fact that while Twitter did launch a new platform to making money, this technique is not exactly innovative. Ever since Twitter started, people promoted or “pimped” their own food, products, and/or books as a result of Twitter’s quick and easy micro-blogging characteristic. As Macarthur mentions, “it’s been a long time since Twitter has existed as a “pure” community of users sharing ideas about what they’re doing now.” Therefore, Twitter’s Promoted Tweets seem like a revamped technique of “pimping” that was made and applied by users constantly and formed into a business model. However, will it be more successful? Will it draw more attention than regular online ads do? Will “tweeters click on these new ads?”. Macarthur thinks so, but she still admits to the potential unpredictability of Tweeters’ reception of these ads.

twitter.jpg
twitter.jpg




Stone, Biz. "Hello World." Web log post. Twitter Blog. Twitter, 13 Apr. 2010. Web. 17 Mar. 2012.
Stone, Biz. "Hello World." Web log post. Twitter Blog. Twitter, 13 Apr. 2010. Web. 17 Mar. 2012.

Stone, Biz. "Hello World." Web log post. Twitter Blog. Twitter, 13 Apr. 2010. Web. 17 Mar. 2012.


Name: Amanda Shewnarine

Article: Developing a Global CRM Strategy

Source: <http://proquest.umi.com/pqdlink?index=2&did=1310337821&SrchMode=2&sid=2&Fmt=3&VInst=PROD&VType=PQD&RQT=309&VName=PQD&TS=1268802079&clientId=12520>.

Tags/Keywords: CRM, Customer Relationship Management, Global Strategy, Technology, Marketing

Summary: Advances in IT have enhanced the possibilities for collecting customer data and generating information to support marketing decisions however this increase in information may increase the complexity of the decision-making process. This article seeks to emphasize the importance of technology in e-CRM to derive a global Customer Relationship Management (CRM) strategy and that without technology, there would be no such thing as CRM. The authors argue that the most difficult element of a CRM system is maintaining online customer relationships as the future of CRM lies in the Internet. A hybrid approach focusing mainly on technology and strategy yields a successful global CRM strategy. Implementing a global CRM strategy is important because the Internet and integrated global markets have allowed easier E-commerce and international joint ventures. The study discussed examines the complexities of global CRM strategy using the case of a leading financial services company. Interviews are conducted in 20 countries and Global Head Office and external IT consultant perspectives are also considered. The studies show that on the basis of these case studies of managers who have the responsibility of overlooking CRM in their respective business, a centralized hybrid approach to CRM is most effective in attaining and utilizing customer knowledge. The article reflects a credible agreement of managers from different organizations on a centralized hybrid CRM system. The hybrid approach has a wide practical appeal towards CRM and marketing especially online.



Name: Amanda Shewnarine

Article: Online Marketing

Source: http://search.proquest.com/docview/219012477/13594389769700C4EF7/3?accountid=14771

Tags/Keywords: Marketing, Online Advertising, Search Engines, Electronic Mail Systems

Summary: Online marketing delivers powerful benefits to companies of all sizes and in all sectors, if done correctly. Online customers are often nitpicky, and can be tough converting visitors into sales. The author offers a guide to drawing in customers and ensuring they stick. A marketing consultant and author of Search Engine Marketing: the Essential Best Practice Guide, Mike Grehan, has developed a simple system, which he titled the three P’s of online marketing. The three P’s include:
1. Positioning – Include two main approaches. This is driving traffic to a company website via traditional search engine positioning, or paid positioning services such as pay-per-click. Pay-per-click marketing is an increasingly popular way to secure a position at the top of the search engines.
2. Permission – developing an email dialogue with victors after asking for permission to send personal or promotional messages. These are low-cost, highly focused and easy to implement.
3. Partnership – forming promotional partnerships with other businesses to sell their products to your database and/or with businesses that can provide referrals and sales of your products through their site.
Positioning and permission-based email marketing can attract visitors to a company’s website but their interest must be converted into sales. If customers cannot find what they want or get stuck at checkout they may not return. Companies sometimes give up online marketing and fail to realize that the problem is their website and not their online marketing strategy. The article also lists words/phrases that every website should include such as: contact us, what our clients say, privacy policy, guarantee, search, support (or help), and about us.



Name: Toloue Ghasemloo

Article: The Case of Abandoned Shopping Carts

Source: Online Article- http://www.powerhomebiz.com/vol13/shoppingcarts.html
Tags/ Keywords: Online shopping, Abandoned Shopping Carts, e-Commerce

E-Businesses spend vast amounts of money each year attracting consumers to their webpage with the aspirations of a purchase. A significant number of shopping carts are however abandoned before the final step in the transaction process is made- between 65%-80% bail on their e-commerce purchase. In1999, this accounted for a $3.2 billion loss.

The article explains 8 ways e-businesses can induce consumers to complete their purchasing process, and reduce their number of abandoned shopping carts.



1. Quick page download- Download time should be >10 seconds. Minimizing graphics to essentials, compressing file sizes, and avoiding bloated HTML coding can help increase speed.

2. Keep your site easy to navigate- Use simple page design focused on moving the customer through the purchasing process. Avoid clutter and useless features.

3. Keep the distance between customers and cash register short-T he longer you make a customer wait, the more likely they will go elsewhere.

4.Communicate product offers clearly- Explain sales terms off the bat, rather than at the end of the buying process. This will avoid “sticker shock”. (Include shipping and/or taxes into the initial price).

5.Inform customers if the product is available or not- Be clear about inventory. Let the customer know upfront if a product is not available anther than at the checkout stage.

6. Implement ways to improve conversion rates- Get the right traffic, build customer confidence, improve product presentation, and maximize after sales opportunities

7. Alert users that they are about to abandon their shopping carts- Create a popup reminder when a user exits a page without purchasing any items placed in their shopping cart. Try offering an additional discount in these pop ups.

8.Keep ‘em coming back- Send an email to those who’ve abandoned a cart. Remind them of what they had placed in the cart, and offer some form of discount.




Name: Toloue Ghasemloo

Article: How much is a Number 1 Ranking Worth to your Business?

Source: Online Article- http://www.seoarticles.com/2012/03/08/how-much-is-a-number-1-ranking-worth-to-your-business/#more-311

Tags/ Keywords: Search Engine Optimization (SEO), Return on Invertment (ROI), Google AdWorkds, Click Through Rate


As we all know being first on first page of a Google search is highly beneficial to any e-commerce business. The closer one is to the first page of a search, the more views one receives to its page. Businesses often invest on Search Engine Optimization (SEO) as a means of increasing traffic to their site.

The select article describes the significance of calculating the value of a ‘number one ranking’ to a companies return on investment (ROI), from any SEO campaign. The article persists to include four steps in calculating ‘the value of a umber one ranking for a business’.


1.Search Volume:
Calculate the number of people searching for a target keyword. Google AdWorkds is a great tool to find the number of global and local monthly searches for any specific keywords. The article gives an example of “flower” as the target keyword.


Screen_shot_2012-03-21_at_1.27.28_PM.png


2:Click Through Rate
Calculate how many times people click on the number 1 listing from the monthly searches presented in step 1 (4,400) Recent data has shown that a number one ranking has a Click Through Rate (CTR) of 36.4%. One can calculate the number of visits a website would receive if it were in the number one spot the mathematic equation:

Vsitors = (#Searches ) x (Click Through Rate)
Screen_shot_2012-03-21_at_1.39.40_PM.png
3: Conversion Rate: Calculate how many of those visitors are likely to become customers. To do this we need the websites conversion rate. Benchmark is about 1%-2% if analytics are unavailable. Calculating the number of sales is possible with the following formula:

#Sales= (#Visitors) x (Conversion Rate)
Screen_shot_2012-03-21_at_1.47.00_PM.png
4. Average Order Value: To calculate the value of a number one ranking multiply the number of estimated sales by the average order of each sale. For example if the average flower order is $100, we can use the following formula for calculate the value of the ranking.

$Sales Revenue= #Sales x Average Order Value


Screen_shot_2012-03-21_at_1.50.18_PM.png



Name: Rachel MacKay
Article: Top 4.5 Marketing Lessons of the Rush Limbaugh PR Fiasco
Source: eConsultancy
Tags/Keywords: Rush Limbaugh, PR, Sponsorship, Congress, Twitter, Controversy
Stefan Tornquist shares his opinion that the actions and inactions of both Rush Limbaugh and the companies that sponsor his radio program teach marketing, public relations and social media industry professionals that what you do (and what you don’t do) speak equally to your brand.Rush Limbaugh, a man who has made his fortune attacking politics with crude, uncensored opinions on the radio, called Georgetown student Sandra Fluke a “slut” after she testified before congress about her concerns of contraceptives and health insurance. Limbaugh said:
“It makes her a prostitute. She wants to be paid to have sex. She's having so much sex she can't afford contraception. She wants you and me and the taxpayers to pay her to have sex. If we are going to pay for your contraceptives, thus pay for you to have sex, we want something for it, and I'll tell you what it is: We want you to post the videos online so we can all watch.”
As a result of this statement, Limbaugh lost over 30 program sponsors as the public demanded his boycott. Terms like #Boycottrush trended on Twitter, and company newsfeeds associated with his support were flooded with pleas and threats to boycott them, also, if they didn’t sever their ties to Limbaugh. Tornquist shares his four (and a half) lessons to be learned after this media disaster:

1. Limbaugh apologized on air, but his speech was cold and sounded like it was being read from a script a lawyer had given him. As the show progressed, he slowly and subtly tried to defend his previous actions, further angering the public. Tornquist says “If you’re going to apologize, apologize.” History shows that the public is more willing to forgive an honest, upfront individual as opposed to one who hides during public scandals. Tornquist provides the example of (then) Senator Obama admitting to drug use publically early in his presidential campaign, which caused him to suffer in the beginning, but was fine afterward. Similarly, JetBlue’s apology after stranding passengers in 2007 is known to be a large attribution to their comeback as a company because it was warm and personal, unlike Limbaughs.
“We are sorry and embarrassed. But most of all, we are deeply sorry…You deserved better – a lot better – from us last week and we let you down. Nothing is more important than regaining your trust.” – JetBlue CEO David Neeleman
2. Some companies try the ‘non-tactic’ approach, which is to not take action during a public crisis. Netflix, failing to pull their funding of Limbaugh after his statements, then became a target by association. Tornquist shares a screenshot of Netflix’s Facebook wall juxtaposed against its Twitter feed. (Note the company’s only post of the day is the announcement of a new exercise video available.
rush_netflix_one-blog-full.png
3. In the same war, some brands will suffer more than others. Tornquist uses the examples of vacuum manufacturer Oreck and online video rental company Netflix. Although both indirectly support Limbaugh through advertising, he suggests that Oreck is unlikely to see long term damage because vacuum cleaners have an average lifespan of decade(s), and although they might suffer in the immediate future, few people are in the market for their vacuums during the month of the PR fiasco, and by the time it has passed, they won’t have lost much. Netflix, however, stands to lose much more. There are many more online video retailers available, and are as convenient to switch to with a few clicks of a mouse. It would be easy for consumers to get caught up in their emotions and make the immediate change, which would have a detrimental, lasting impact on Netflix.
3.5 When a PR crisis like the Limbaugh incident occurs, companies are “damned if you do, damned if you don’t.” Studies of the Twitter stream show that even companies who publically denounced Limbaugh and pulled their funding immediately see an average of 20% tweets from consumers chastising them for pulling their support.
4. Companies should control what they can, when they can. When companies aren’t quick to react to an emergency, they provide an otherwise impossible opportunity for their competitors. As Tornquist shares, Blockbuster has intelligently capitalized on this via Twitter. In any user search for @Netflix, not only will users not find a response from the company, but find a promoted tweet from one of their main competitors, Blockbuster.
rush_netflix_two-blog-full.png



Name: Daniel Nguyen
Article 1: 5 Ways HTML5 Is Changing Mobile Advertising
Source: mashable.com
Tags: html5, advertisement, mobile
URL: http://mashable.com/2010/09/24/html5-mobile-advertising/

Xavier Facon is the CTO at Crisp Wireless, who argues that HTML5 provides a major impact on the mobile advertisement industry, and outlines five major points as to why he believes so:

1. Open Systems Support Speed and Scale: Advertisements programmed in HTML allow for much flexibility and scalability. Agencies do not need to rely on third party ad vendors or networks for developing advertisements. HTML essentially saves time and cost by putting the creative control back in the hands of the agencies.

2. HTML Can Run Anywhere: HTML can be rendered on a wider scale of mediums. Flash and other simila technologies are dependent on third party tools to render the advertisements, this is not the case with HTML.

3. Tracker Compatibility: Interactions with advertisements can be tracked if the advertisements are implemented in HTML. Agencies can acquire statistics of the target demographics in which the advertisements are directed towards. This allows for more information to design advertisements that are more personalized.

4. Lightweight Ad Display Engine: Unlike Flash or other alternatives, HTML5 requires minimal processing power to render and display the advertisements to the target user. This not only minimizes the cost of performance while sustaining the same quality, but can be easily integrated into different platforms easily.

5. Design Flexibility: HTML advertisements are designed using HTML5, CSS3 and Javascript, which offers an extremely high design flexibility and capability. Furthermore, HTML is cross-platform, which minimizes development and design time to cater to a large variety of mediums.

Name: Daniel Nguyen
Article 2: Forget Web Development, HTML5's Biggest Impact is on Advertising
Source: ReadWriteWeb
Tags: html5, advertisement, mobile
URL: http://www.readwriteweb.com/archives/forget_web_development_html5s_biggest_impact_is_on_advertising.php

According to Facon, HTML5 provides the ability to create richer advertisements that can be served in broad range of mobile sites and apps. But the most important benefit HTML brings to the mobile advertisement industry is the ability to quantitively measure the statistics of the advertisements, which allows agencies to easily plan, create and track mobile campaigns.

Specifically, the advent of HTML5 allowed the possibility for "client-side counting". Originally, "server-side counting" refers to the methodology in which a client made a request to the server (the server responds with the ad), and a count is made of that "ping". However when the ad fails to render, the count is lost. However with "client-side counting", a count is made prior to the rendering of the ad, whether or not the ad is rendered successfully or not.

This affects the mobile ad industry in the sense that advertisements that are stored in native applications can be tracked even when the mobile device is not contacting the server. Counts of ad rendering can be tracked, which provides a much higher accuracy in terms of advertisement campaign analysis.

Apple's iAds uses HTML5 as its advertisement engine, however they are not using HTML5 in an open way. This restricts the creativity in which advertisement agencies can design their ads.