Social marketing: who has the power consumers or brands?

Lately, through the thousands of social marketing tools that have entered our world, customers are getting a chance to speak out like never before. Here are a few recent examples of how customers have responded and some questions about what is really going on here.

Which do you prefer? The orange juice on the left or the one on the right? Pepsico soon found out.

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Newspaper Online vs. Print Ad Revenue: The 10% Problem

Using the New York Times as an example, Scott Karp investigates the “10%” problem and how it seems impossible for the New York Times or other newspapers to begin to value online ads at a premium, the same as they do in print, rather than making online look like a giveaway by comparison.

So for $10,000, you get a 20% share of voice on the homepage for a full month. For the same $10,000, you can also reach about 1 million people in the daily print edition, for ONE day, with a 10 column inch ad (based on open rate of $1,056 per column inch), which is about 1/12 of a page.

With such a disparity in how the New York Times values its print advertising and how it values its online advertising, is it any wonder that it suffers from the 10% problem?


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New Business Models For Journalism Online – Some Interesting Case Studies

Digidave takes a look at some interesting new startups and discusses what they look like, how they will work and most importantly  – will they survive?

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Newspaper journalism isn’t dead; just look at the numbers

Jason Stverak of the Online Journalism Review, analyses the current state of newspapers and newspaper journalism and argues all is not lost.

Headlines read, “Newspapers are dying” and “Struggling newspapers fear the future.” The future for traditional newspapers is grave at best.

This doomsday outlook for newspapers has been repeatedly reiterated in study after study. From polls showing dwindling circulations numbers to surveying the social media platforms that people now use for news, these studies have shown that traditional newspapers are no longer a thriving business model.

However, a new study was recently released by the Newspaper National Network that found the number of unique visitors to US newspaper websites is at an all-time high. From March to April 2010, the top 25 markets grew 10 percent reaching 83.7 million. These visitors generated a total of more than 2 billion page views in April, up 24 percent from 1.6 billion page views in January.

This study is a strong indicator that journalism isn’t dead. Nor is the quest for news diminishing as the newspaper industry has struggled. And while newspapers lay off journalists and fail to meet the needs of the public, it is now apparent that Americans are actively finding an alternative source to keep abreast on the news they care about.

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The Increasingly Connected Consumer

The Nielsen Comapny has released this report on the growing popularity of Ipads, Kindles and similar devices

Read Full Report here

Magazines are NOT dead!

Rick Short explores the future of magazines and the changes needed to the traditional model in order to survive.

So, let’s rattle the traditional model. The question for advertisers, clients, and media to each ask themselves is, “Is what I’m purveying valuable enough to my target audience to get them to pay for it?” And the very same question (altered slightly) should be asked of our target audience. “What content are you willing to purchase?” After all, shouldn’t the party that derives value do (some of) the paying???

 

Real Full Article Here

Why Ad Position Matters

This report draws on intelligence from over 1,000,000 Google searches across 10 large search engine marketing campaigns to shed light on the relationship between ad position and click-through rate. It’s common knowledge that ads appearing in the highest paid positions usually experience a higher click-through rate (CTR). However, surprisingly little research has been published on this subject. Few people know how fast CTR falls for ads that appear lower down the page, or even what the distribution of CTR is across ads beyond their own campaigns.

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Connected Devices: Does the iPad Change Everything?

The Nielsen Company recently surveyed more than 5,000 consumers who already own a tablet computer, eReader, netbook, media/games player, or smartphone to get a better sense of who is using these devices and how they are using them.

Key insights:

Four percent of U.S. households now own tablet computers
The iPad trumps the iPhone for “print” and video viewing
A majority of iPad owners have already downloaded and paid for content

Download Summary of Results

The Rules of Engagement – 21 Rules for Social Media Engagement

Social media is reinventing marketing, communications, and the dissemination of information. While businesses now have access to these rich channels, the true promise of social media lies in the direct connections between people who represent companies and the people who define markets of interest.

Today, many businesses approach this with the establishment of social media guidelines and policies. This is indeed an important step, and not one worth economizing. But it’s also not enough.

Brian Solis gives his 21 rules businesses should follow to be successful users of today’s social media opportunities.

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How to sell more newspapers

An interesting article on the use of research and design to reconnect with the newspaper reader with the ultimate aim of selling more newspapers.

Everyone wants to sell more papers.
Everyone is doing everything they can and virtually no one is succeeding. Why? The goal is to sell more newspapers. It’s as simple as that. But most editors and publishers can’t even bring themselves to say the words.
Accuse an editor of trying to sell more newspapers and he’ll deny it. Or listen (as I did last week) to a publisher describe the desired outcome for his upcoming redesign:

• Better packaging
• More excitement
• A fresh, contemporary look
• Reflect the community

Conspicuous by its absence is the phrase “sell more newspapers.” I wasn’t going to put words in his mouth, but how can a publisher expect to sell more newspapers if he can’t even say the words?

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