IMC Intuition

Thinking out loud about all things IMC

Archive for July 2009

Finishing Up

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This week marks the end of the semester and Miss Marketing’s Blog.  My sincere thanks to friends, colleagues and fellow students that enabled me to have the privilege not only to author a blog, but to be worthy of your time and attention to read and comment. 

I also wish to express my appreciation to my professor, Hugo Perez of WVU’s IMC program and Global VP of Corporate Affairs & Communications for Mars Symbioscience, who guided our class through this experience, oftentimes from remote locations– last week,  Indonesia.

Emerging, or New Media allows us to communicate with one another in ways unimagined only 20 years ago.  In my long experience in industrial manufacturing, there has never been a more exciting time to work in communications. 

I continue to marvel how there is always more to learn and to benefit from the connectivity available through new media.  The trick is to pick the media that best suits both the company and the audience to allow them to interface in a manner that is meaningful yet respects everyone’s limited time.

My journey next semester takes me to Advanced B2B Direct Response, I’m looking forward to it.

Until next time,

 Beth Ryan

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Written by Beth Ryan

July 19, 2009 at 4:16 pm

CRM facilitates the use of new media to build brand loayalty

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This article appeared this week on Seth Godin’s Blog:

The law of the little shovel

If you want to dig a big hole, you need to stay in one place.

If you walk around town with a little shovel, you’ll just end up digging thousands of little holes, not one big one.

Call on one person ten times and you might make the sale. Call on ten people once each and you will likely get ten rejections.

The important thing to remember is that separate events are often separate. If you use the same ineffective approach on one thousand people, it’s not going to start working better just because you use it more often.”

Want a big shovel?  Use a good CRM system to keep in touch with everyone important to your company through e-mails, newsletters, blogs and direct response.  CRM systems allow organizations to effectively understand what defines value in the mind of the customer – past, current and prospective.

 What does this have to do with new media?  Marian Azzaro, a Roosevelt University IMC professor defines new media as: “the use of digital technology to communicate with a target audience.”  (Perez, H., IMC 619 Emerging Media, Lesson 1)  CRM facilitates the use of new media to build brand loayalty. 

CRM provides the infrastructure.  New Media provides the means. 

 Get out there a dig a big hole!

 Links to this post:

 The Law of the little shovel, http://sethgodin.typepad.com/seths_blog/2009/07/the-law-of-the-little-shovel.html

 Seth Godin’s Blog, http://sethgodin.typepad.com/

Written by Beth Ryan

July 19, 2009 at 3:50 pm

Google or Bing?

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New York Times Editor David Pogue wrote a review this week comparing the features of the leader Google, with Microsoft’s new browser, Bing.  In many ways, Microsoft is the company we love to dis, but David points out the Bing has some very interesting features that outperform Google.  

Besides the photo of the day landing page, Bing serves results very quickly and works relatively well in their target search areas of travel, shopping, health and local business information, although not perfectly … not yet.

While Google continues to be the king of search and the most efficient search engine, Bing is worth a second look.  David suggests that the real benefit of Bing is that the competition can only improve both products.  If you would like to compare Bing and Google search results side-by-side, go to this link:

 http://bing-vs-google.com/  Try it and tell me what you think!

 What does this mean for B2B?  It means Bing had better be on your radar screen for Search Engine Marketing (SEM).  In fact, when I performed a search on an important keyword phrase in my business, “vacuum furnace”, the organic rank was better on Bing than Google.  Amazing.

 Time to put Microsoft back on my keyword report this month.

 Link to David’s article and video report:  http://www.nytimes.com/2009/07/09/technology/personaltech/09pogue.html

 Reference: 

Bing, the Imitator, Often Goes Google One Better
By DAVID POGUE, Published: July 9, 2009

Microsoft’s rechristened search engine, Bing, makes a concerted effort to organize search results in more helpful ways than Google, and often succeeds.

 Link to Bing:  http://www.bing.com/

 Discover Bing – take the tour:  http://www.discoverbing.com/tour/

Written by Beth Ryan

July 9, 2009 at 6:51 pm

Keep Mobile in Mind

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Mobile marketing is beginning to take root for B2C applications.  Talent Zoo author Danny Flamberg reports that “mobile ad revenue is expected to grow to $200 million globally…”  That’s good news for mobile agencies.

 What do people do when accessing the internet?  A Mobile Marketing Association (MMA) research study reports, “More than three-fourths (76%) of those who access the Web using their phone say they have an unlimited usage plan. Their primary activity is checking email (87%), followed by ‘get scoring news or weather updates’ and ‘locate a business, address or name’, both at 68%. More than one-third download games, music or other content or watch a video”

Talent Zoo comments that ad agencies do not want to use large portions of their budget for mobile marketing as yet because there are not enough opt-in users and each phone company controls their own unique technology; standardization has not yet been implemented among the various phone companies.

What does this have to do with B2B marketers?  

Be aware that because 87% of mobile users are checking their e-mail, it is essential to format newsletters and text messages to render correctly on the small screen.  Reaching mobile users is a great application for Twitter, as the short message can be rendered quickly and with great clarity.   Danny Flamberg reveals, “We are getting traction on banners, experience in couponing and are launching significant numbers of text/SMS campaigns. We are getting pretty good at quizzes, polls and contests and synching mobile media with print, broadcast and online messaging efficiently.” 

 Keep mobile in mind when designing your next campaign, there are currently 270 million mobile users and numbers are growing fast.

 Links in this post:

 Mobile Marketing on the Move, Marketing Moxie, http://www.talentzoo.com/news.php?articleID=2367

 US Mobile Phone Text and Web Usage 2009 Study Executive Summary, Mobile Marketing Association, http://www.mmaglobal.com/?q=node/9603

Written by Beth Ryan

July 8, 2009 at 12:58 am

Posted in Uncategorized

Bad video can do more harm than good

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With all the brouhaha over video commercials as a pass along media that enhances brand position, this week Microsoft reminded us that a bad video can do more harm than good.

The Wall Street Journal reported on a Microsoft Explorer 8 commercial entitled “O M G I G P Internet Explorer 8 Puke Vomit Girl” that featured a woman throwing up after looking at her husband’s browser history. A commentator moves in and tells us that had he installed the new browser, he could have used a feature that did not record the browser history, hence diffusing the situation.

Pretty stupid. Pretty gross.

 The Microsoft spokesperson said that the ad showed no problem at pre-test, and removed the ad after a number of consumer complaints.

Few comments on You Tube were positive.

The take away from this case is two fold:

1. Bad taste rarely, if ever, sells.

2. Bloggers take no hostages, if they don’t like it, they won’t hesitate to let you know.

In marketing communications, whether digital or analog, advertising fundamentals still apply. Good work is not only the result of good creative ideas and production expertise; it is having an intimate understanding of the target audience. In this case, Microsoft used shock to attract attention and interest in the product, instead the strategy backfired and clearly repulsed viewers.  Comments included: “I can’t really rate this ad, it disgusts me ” and “Disgusting! But that comes with no surprise, it was made by M$.”

Microsoft should have done their homework before this ad was posted. By posting a video in such poor taste, Microsoft not only damaged their brand, the video medium allowed the damage to go viral.

See it yourself: http://www.youtube.com/watch?v=xB9fhjnJcB0

Link to WSJ, “Microsoft Makes Users Sick, Pulls Ad”, July 2, 2009, http://blogs.wsj.com/digits/2009/07/02/microsoft-makes-users-sick-pulls-ad/?mod=rss_WSJBlog?mod=

Written by Beth Ryan

July 6, 2009 at 7:30 pm

Good Writing Technique Makes Twitter a Useful Business Tool

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I received Ann Wylie of Wylie Communication’s newsletter this morning where she comments, “Twitter has been called ‘The Seinfeld of the Internet — a site about nothing.’ But it has also been compared to the Agora, or Greek marketplace, a place of open assembly and information sharing. Just make sure your tweets contribute to the marketplace of ideas instead of generating more words about nothing.”

I have attended Ann’s workshops through IABC, and she is perhaps one of the most prolific writers when it comes to coaching communicators to use  the correct writing style for every message format. For Twitter to be a truly useful business tool, she offers these tips:

“Make yourself a resource instead of a bore with tweets that are valuable and interesting. Here’s how:

• Don’t answer ‘What are you doing?’ That question has launched a gazillion tweets. Just ignore it. Instead of sharing what you’re eating for breakfast, recommend a great article.

• Ask questions. Start a conversation. Put the ‘social’ in social media.

• Focus on benefits to the reader. Guy Kawasaki (@guykawasaki), a member of Hubspot’s Twitter Elite, http://twitter.grader.com/top/users, makes himself a go-to guy with interesting, valuable tweets like these:

‘Forget the press release http://sbne.ws/r/qvP

‘Top Twriters: 25 writers to follow on Twitter. http://adjix.com/n83r

‘Research on the cause of the gender earnings gap http://sbne.ws/r/qkG ‘ “

As B2B marketers look at how to incorporate Twitter and other emerging media tools, it is essential to take as much care when creating the 140 character post as one would when writing a subject line for a newsletter, advertising copy or press release. Make it worth the reader’s valuable time to be your follower.

My tip:  Use Tiny url if your link is too long http://tinyurl.com/

Links to this post:

Ann Wylie’s newsletter, 7.2.09, http://www.wyliecomm.com/newsletter/newsletter.html

Ann Wylie’s website, http://www.wyliecomm.com/index.shtml

Twitter, http://twitter.com/

Written by Beth Ryan

July 2, 2009 at 4:00 pm