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Thursday, March 29, 2012

Marketers Accelerate Social Display Ad Spending

Marketers, agencies to spend more display ad budget on social networks than with publishers this year

Many marketers are still learning to use social media to achieve online marketing objectives, but findings from advertising industry research firm Advertiser Perceptions shows they are gaining confidence when it comes to display ad buying on social networks. More than half (59%) of US marketers and agencies planned to increase their social media display ad spending on sites like Facebook in the next 12 months. In comparison, less than a third (31%) planned to boost display ad spending on ad networks and exchanges, and just 29% expected to do so on publisher sites.

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The number of US marketers and agencies anticipating spending increases for social media advertising was more than double that for demand-side platforms (DSPs), a programmatic method of purchasing display ads many industry professionals herald as the future of ad buying.

The complexity of purchasing inventory through these platforms and the inability to ensure brand-safe content placements could be two reasons 14% of respondents actually planned to decrease their DSP budget.

eMarketer estimates US online display ad spending will grow 24.1% this year to $15.4 billion. This estimate includes spending on banners, rich media, sponsorships and video purchased across all major display ad inventory providers (e.g., publisher sites, networks, exchanges, DSPs, etc.) as well as social networks and mobile.

Growth in social network and mobile display ad spending will be steeper than for general display. Investment in paid advertising across social network sites, games and applications is expected to climb 43% this year, with mobile display ad spending jumping 80%.

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With investment in social and mobile display ads low relative to general display ad spending, social and mobile certainly have room to grow.

Advertiser Perceptions found marketers keen to grow social display ad spending to a greater portion of their display ad budget. Within the next year, they expect online display ad spending on social networks to merit a greater share (27%) of their total display ad budget than traditional purchase channels such as publisher sites (26%) and ad networks and exchanges (20%).

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David Hallerman, principal analyst at eMarketer, already sees this trend playing out for marketers. “Social display advertising’s relative underutilization compared to the rest of the web is encouraging marketers to ramp up their spending,” he said.

Hallerman expects this ramp-up period to lower display inventory pricing, which has the potential to offer marketers cost savings or even greater reach with their current budget.

Whether that type of pricing will be sustained in the face of increased advertiser competition or as richer—and more costly—display ad formats like video mature, only time will tell.
http://www.marketresearchworld.net/index.php?option=com_content&task=view&id=4686&Itemid=76

Tuesday, March 27, 2012

Social Media Ciptakan Awareness, Brand image dan sales

Pesatnya dunia internet dan mobile dewasa ini telah mengubah perilaku konsumen di Indonesia. Pasar semakin dekat dengan dunia digital, demikian halnya konsumen saling terhubung satu sama lain. Media mengalami perubahan yang drastis dengan munculnya media-media online baru seperti website, social media, blog, dan lain-lain. Saat ini tercatat Indonesia adalah pengguna Facebook terbesar kedua di dunia dan sebagai negara teraktif ketiga di Twitter, tentu ini merupakan potensi besar tentang pemanfaatan media sosial, dari kepentingan bisnis hingga komunitas.

Kehadiran social media (socmed) membawa warna baru bagi dunia pemasaran. Social media seperti Facebook, Twitter, Linked , Google+, FourSquare, Youtube adalah channel murah meriah alias gratis yang digunakan para marketer dan pebisnis saat ini baik untuk menciptakan awareness, sales maupun brand image.

Pertanyaannya benarkah socmed bisa menciptakan awareness, brand image dan sales? Bisa, jika digunakan dengan baik dan benar. Lalu bagaimana cara memanfaatkan dan memaksimalkan socmed? Para marketer tentunya harus mempersiapkan segala halnya. Langkah pertama adalah melakukan riset baik online maupun offline ini berguna untuk mengukur sebarapa kuat merek tersebut. Kemudian developlah strategi dan channel-channel yang akan digunakan, misal mendevelop facebook fans page, twitter atau youtube.

Hal lain yang perlu dipertimbangkan adalah mendevelop konten dan tools di social media tersebut. Konten adalah perkara utama untuk bisa membrandingkan merek. Toolsnya pun dibuatkan seperti aplikasi interaktif di fans page facebook, games interaktif, dan microsite.

Setelah strategi dan channel ditentukan, konten dipersiapkan, tools dikembangkan langkah berikut adalah memaintenance dan memonitoring socmed tersebut. Siapkan orang khusus untuk pekerjaan ini atau bisa juga menggunakan pihak ketiga. Saat ini perusahaan yang bergerak di digital marketing sudah mulai bermunculan,salah satunya DigitalOne yang memposisikan brand-nya di strategic digital marketing.

Jangan lupa buatkan program/event digital seperti kuis-kuis interaktif, games dan lain-lain sehingga penciptaan awereness, brand image maupun sales dapat berjalan dengan mulus.

Terakhir, adalah pengukuran. Lakukan pengukurannya secara bertahap, ini sangat berguna untuk mengetahui seberapa efektifkah tools socmed yang dibuat dan untuk mengetahui respon terhadap brand tersebut, sehingga mendapatkan result yang diharapkan. Berbagai alat pengukuran yang bisa marketer gunakan seperti mediawave.biz, tweetreach.com, twettgrader.com, alexa.com dan yang sejenisnya.

Melalui pengukuran yang bersifat terus menerus, perusahaan mampu melacak pergerakan naik dan turunnya kekuatan sebuah merek. Konsumen yang memberikan positive mention, adalah konsumen yang puas dan loyal. Itulah sebabnya, mereka dengan suka rela, memberikan efek viral yang positif buat merek tersebut. Be digital marketer!
http://duniadigital.marketing.co.id/2011/09/27/social-media-ciptakan-awareness-brand-image-dan-sales/

Monday, March 26, 2012

APAC optimism declines

SINGAPORE: Consumer sentiment has deteriorated significantly in many Asia Pacific markets, as concerns grow over volatile economic conditions.

A new 14-market survey from financial services provider MasterCard, conducted between December 2011 and February 2012, indicates positive sentiment – signified by an index score of 50 or more – in just five nations.

The results represent a decline from the previous index, run during the first six months of 2011, when 11 markets delivered a positive score.

Between these two reports, the overall index score from across the 14 markets dropped from 57.4 to 52.1. Of the component indicators tracked, particularly sharp falls were noted for employment prospects (which dropped from 56.8 to 49.3) and for the stock market outlook (dropping from 56.7 to 47.9).

Significantly, sentiment regarding the economy "turned negative", falling from 54.8 to 49.3, below the neutral level of 50.

This general decline in optimism indicated by the MasterCard survey reflects broader trends. Recently, a range of economic indicators have signalled slowing GDP growth across emerging Asia.

Public debts in the eurozone and rising commodity prices are other sources of concern for consumers.

"The persistent Europe-centred crisis is a serious drag on global economic growth, which is a headwind common to all markets in the Asia/Pacific region," Yuwa Hedrick-Wong, global economic advisor for MasterCard Worldwide, said.

Nevertheless, the survey also revealed diverging fortunes across the 14 markets measured.

The most optimistic nation was India, where overall confidence increased from 62.8 in the first half of 2011 to 81.2. Other risers included Vietnam (78.8), the Philippines (77.0) and Indonesia (76.2).

But other key economies suffered sharp declines in optimism. Hong Kong's index score plunged from 68.6 to 29.9, while Taiwanese sentiment also turned sharply negative, going from 66.4 to 30.1.

Hedrick-Wong added: "The strong showing of emerging markets like Indonesia, Philippines, Thailand and India suggests that domestic factors that boost private consumption can make a big difference in sustaining positive consumer sentiments even as overall growth is slowing."
 
Data sourced from MasterCard; additional content by Warc staff, 26 March 2012
http://warc.com/LatestNews/News/APAC_optimism_declines.news?ID=29621

Thursday, March 22, 2012

Demografi dari Pengguna Media Sosial

Media sosial memang sudah menjadi bagian tak terpisahkan dari kehidupan sosial masa kini. Merebaknya aneka situs penyedia layanan yang bisa mengkoneksikan orang-per-orang dari berbagai penjuru negara merupakan daya tarik tersendiri. Situs dominan seperti Facebook, Twitter, dan Google+, sampai Pinterest, LinkedIn, Digg, dan Reddit yang tidak bisa dianggap remeh pun sekarang sudah memiliki pengguna yang tidak sedikit.

Jika diakumulasikan, ada lebih dari satu milyar orang yang terdaftar sebagai anggota dari berbagai situs media tersebut. Sebanyak lebih dari 66% orang dewasa diantaranya tercatat terhubung ke satu atau lebih platform media sosial. 

Seperti dikutip dari spiral16.com pada Kamis (15/3/2012) ini, onlinemba mencoba memaparkan melalui infografik demografi pengguna media sosial berdasarkan jenis kelamin, usia, pendidikan dan pendapatan rumah tangga.
A Case Study in Social Media Demographics
Beberapa fakta yang tersaji adalah:
- Dari 127 juta pengguna aktif Twitter, 36% diantaranya setidaknya nge-tweet sekali per hari, dengan waktu kunjungan rata-rata 11:50 menit.
- Facebook sebagai media sosial dengan pengguna terbanyak (845 juta) diakses oleh rata-rata 200 juta pengguna melalui perangkat mobile per harinya.
- Pinterest tercatat sebagai situs sosial yang paling disukai oleh perempuan, karena 82% penggunanya adalah perempuan. Bandingkan dengan Twitter yang 57%, Facebook 57%, dan Google+ yang hanya 29%.
- Sementara LinkedIn tercatat sebagai media sosial dengan penggunanya yang memiliki tingkatan pendidikan paling tinggi diantara yang lain. Setidaknya sekitar 50% user LinkedIn berstatus sarjana berbanding 24% pengguna Facebook dan Twitter.
- Alasan terbanyak menggunakan media sosial adalah untuk menjaga agar tetap terhubung dengan teman (67%), tetap terhubung dengan keluarga (64%), dan tetap terhubung dengan teman lama (50%).
Sumber gambar: idaconcpts.com     
Sumber infografik: onlinemba.com
http://salingsilang.com/baca/demografi-dari-pengguna-media-sosial

Wednesday, March 21, 2012

Globalizing Ecommerce to Reach New Markets

How retailers can take advantage of the ecommerce boom to convert shoppers around the world

US web retailers have compelling reasons for selling online to foreign consumers. As ecommerce growth slows at home, they are seeking new revenue streams in foreign markets, especially in emerging internet economies like China, where B2C online sales are forecast to grow at a 94.2% compound annual rate from 2010 to 2015.

“Some US retailers have started to sell online internationally after seeing significant amounts of site traffic coming from abroad,” said Jeffrey Grau, eMarketer principal analyst and author of the new report, “Globalizing Ecommerce: What Retailers Need to Know About Entering Foreign Markets.” “Retailers that hesitate are likely to face higher entry barriers later, as competitors team up with the most desirable in-country business partners and earn the loyalty of local online consumers.”

So far, the most popular foreign countries for US online retailers have been Canada, the UK and Australia—highly developed markets that share linguistic and cultural affinities with the US. However, the markets with the highest growth prospects—and which also present some of the biggest challenges—are emerging ecommerce economies like China, Brazil and India.

B2C Ecommerce Sales CAGR in Select Countries, 2010-2015

According to a March 2011 Internet Retailer survey, a majority of online merchants—led by web-only and chain retailers—indicated they sold online to consumers outside the US. However, the extent of companies’ operations when selling online to foreign consumers can run the gamut, from merely accepting international orders without providing customer support to having full-fledged country-specific websites and operations abroad.

US Online Retailers that Sell Online to Consumers Outside the US, by Business Model, March 2011 (% of total)

Ecommerce adds a new dimension to global retailing. Selling abroad is nothing new for some long-established US retailers. But complementing foreign brick-and-mortar stores with an ecommerce counterpart capitalizes on the burgeoning multichannel shopping trend. And even for experienced retailers, there are new challenges associated with international ecommerce.

“Even in entering highly developed markets like the UK, Japan and South Korea, retailers have stumbled by mistakenly assuming these markets are built in the same mold as the US,” said Grau. “Each market abroad, no matter how developed or superficially similar to that of the US, has unique characteristics that US retailers must take into account if they are to succeed.”
http://www.emarketer.com/Article.aspx?R=1008874&ecid=a6506033675d47f881651943c21c5ed4

Brands, agencies differ on data

NEW YORK: Brand owners and agencies disagree on how best to establish and monitor metrics that determine campaign effectiveness, a new study has revealed.

Forbes and Effie Worldwide polled 127 marketers and agency executives on the judging panel of the North American Effie Awards, a group which included representatives from Campbell's Soup, ConAgra Foods, eBay Gatorade and Citi.

Almost 65% of clients said that CMOs had to define, oversee and take responsibility for identifying appropriate performance indicators.

By contrast, just 8% of their agency peers took the same view. Rather, 51% thought insights teams or chief analytics officers must lead this process, reaching 25% for social media or digital specialists.

"To me it is crystal clear: the client owns the data," Carl Johnson, founder of Anomaly, the agency, said. "There's a deeper question, which is, do they trust the agency? If they do, then the agency should have widespread access so they can be the best possible partner to the client."

Andrea Fairchild, global vice president marketing for Gatorade, the sports drink, further argued that the "interesting discrepancy" between agencies and their customers was hard to explain.

"We have a strategy and insights director and then a team; we run our analytics and consumer insights strategy work through one foundational group that feeds into our marketing arm. And they are working with the agency specifically so that it's kind of a two-pronged approach," she added.

Elsewhere, 31% of interviewees stated that social media would see the largest increase in expenditure this year, a figure standing at 17% for mobile and 8% for television.

However, TV claimed the top spot when it came to providing the strongest payback, afforded such a status by 19% of contributors. Around 18% of the sample gave social media an equivalent role.

Upon assessing the social and digital properties now attracting the most interest, 41% of participants pointed to Facebook. Twitter, the microblogging platform, posted 16%.

Google+, the social network launched last year by Google, received 12%, while Pinterest, a rapidly-growing photo-sharing platform, scored 10%.

"Throwing a tonne of money at something unproven is risky. But not paying attention and doing nothing is also risky. It's about staying in touch. Being aware," Johnson said. "Experimenting but not gambling huge amounts of money."

Data sourced from Forbes; additional content by Warc staff, 21 March 2012
http://www.warc.com/LatestNews/News/Brands,_agencies_differ_on_data.news?ID=29603

Tuesday, March 20, 2012

Five Ways to Drive True Innovation and Increase Sales

Mike Asche, Vice President, Nielsen
Gaining increased retail shelf space can provide a major boost in driving sales growth for the brands and product portfolios of consumer packaged goods (CPG) manufacturers. Yet, increased shelf space—which requires significant retailer support—can be difficult to achieve.

While hundreds of new products are launched each year, many tend to be closer to in-line extensions that, at best, persuade consumers to switch brands within a product category. While this approach benefits the winning brand, it does little for the retailer who would have made the sale anyway. Thus, retailers are often less invested in these types of product launches and have little incentive to award valuable increased shelf space. To overcome this challenge, new product innovations must deliver true category growth that will offer material benefits to both the manufacturer and the retailer.

Category Growth = True Innovation
There are two ways to increase category sales: bring new consumers into the category (traditional “category growth”) or persuade current buyers to spend more within the category (“category expansion”). When manufacturers launch truly innovative products that offer something new to consumers in a category, retailers are far more likely to offer support by way of  increased shelf space and fast distribution, which gives brands the best opportunity for significant gains.

Unfortunately, category growth can be elusive. A Nielsen analysis of nearly 300 new product launches in over 100 CPG categories found the overwhelming majority resulted in brand shifting—existing category consumers switching brands within the category—rather than pure category growth or expansion.
CPG Category Growth
However, a small percentage of studied launches did achieve category growth, and an examination of those successful product innovations provides five guiding insights to help achieve true category growth from new products.

Five Paths to Driving Category Growth

  1. Remove Category Barriers
    Sometimes, consumers don’t shop within a category because of specific (but not insurmountable) barriers, such as a perceived lack in quality or inconvenience. In personal care categories, some new products successfully drove new consumers to the category by eliminating unfavorable side effects or providing better methods for administering the product. Similarly, some food products were able to draw new consumers into the category by eliminating some of the taste or quality barriers that existed in the category.
    Call To Action:
    Invest in understanding the barriers to purchasing in your category. By understanding why consumers do not buy or buy infrequently in your category, you can develop new products that can attract these consumers and drive category growth.
  2. Add Benefits to the Category
    Augmenting products with additional benefits can sometimes attract new consumers into a category and/or entice buyers to spend more within the category. Adding convenience benefits and portability or fortifying foods with healthy ingredients and supplements can drive greater volumes.
    Call To Action: Understand what meaningful value added benefits can be brought into your category. Typically the successful value added benefits align with consumer trends in lifestyle and health; thus, understanding these macro trends can enhance your chances of bringing a meaningful category enhancement to market.
  3. Draw Purchases from Outside the Store
    Think beyond the closest competitor on the shelf and, instead, expand your competitive set. Packaged food producers have driven category growth by offering consumers meals previously considered restaurant options, and cosmetic companies are seeking to place department store-quality products on grocery and drugstore shelves.
    Call To Action:
    Examine what consumers are buying outside of the traditional CPG retail outlets to satisfy their needs. For example, if you are a manufacturer focused on household care, explore what kinds of things consumers are doing to upkeep their home and consider your options for developing a more convenient or cost effective solution.
  4. Dramatically Enhance Product Performance
    Significant and breakthrough product enhancements can command a premium and expand category spends from consumers already buying within the category—“category expansion.” But, the product innovations must offer dramatic improvements to truly command a sustainable premium and upsize enough consumers to have a meaningful impact on the category.
    Call To Action:
    When charging a significant premium, have a very high standard for product performance. When launching a product with true breakthrough performance, manage the price point carefully to ensure that you are not leaving money on the table.
  5. Tap Latent Consumer Demand
    Creating altogether new categories by serving unmet consumer demand is one of the most rewarding, if challenging, paths in the category growth game. While energy drinks and instant hand sanitizers are recent examples, many companies are leveraging social media intelligence to open new consumer demand pools.
    Call To Action:
    Have sophisticated approach to analyzing consumer demand that incorporates macro trends, the market landscape, and consumer attitudinal segments. Use this platform to identify untapped places in the market and stretch your innovation efforts to fill these needs.
http://blog.nielsen.com/nielsenwire/consumer/five-ways-to-drive-true-innovation-and-increase-sales/

Why Embracing Content Marketing Makes Sense

Content marketing is more than a concept, it is a strategy that incorporates many different aspects of marketing. Content marketing is most effective when it is part of a well thought out marketing plan that results in the generation of leads and sales.  A content copywriter is critical to the success of any content marketing strategy, as the phrase proclaims, “Content is King!”  A professional copywriter infuses said written material with the keywords and long-tail keyword phrases that help the content “get found” by search engines.  Search engine optimization experts claim to know a great deal about searching keywords and the like, but unless they are proficient copywriters, they are limited to the every changing keyword analytic reports that dictate which keywords are most searchable.  Therefore, a true professional copywriter not only provides pertinent original copy, they are also proficient in search engine optimization.

While it is relatively easy to insert keywords into a particular piece of copy, say, an article or blog post, it will prove to be a short run for it.  Should the copywriter take into consideration the long-term strategy, there may well be additional keywords used in addition to the “here and now” focus of the piece.  Articles and blog posts have a relatively short life cycle.  White Papers, Special Reports or eBooks hold their shelf life, and can be fitted into the marketing plan, with the article or blog supporting the overall effort.

Let us look at what it will take to put a marketing strategy into effect.  A professional content strategist can help with the following:
1) Analyze your desired outcomes
2) Assist with defining targeted customer needs
3) Define Calls To Action (CTA’s) concepts
4) Determine the content mix (blog article, white paper, webinar, email, eBook, video)

One of the most cost effective ways toward success is to align yourself with a quality copywriter. Professionally speaking, a content marketing strategist is a mini-agency that can sift through the corporate goals and aspirations, information on the company’s web site, long-term mission and vision and other on-hand information and put an action plan together to be most effective.  However, without end result analytics, you won’t be able to identify which content product is the most effective.  A good content strategist will be able to provide the necessary reporting through Google Analytics or other software solutions.

To merely create content randomly will only provide “moment in time” service to your marketing efforts, and doing it in-house may not be a profitable solution.  Contracting with a content marketing strategist, whether it be an individual or firm will enable you to develop a coherent, strategic approach that will yield better results.
 http://dailyblogma.com/marketing/embracing-content-marketing-sense/

Monday, March 19, 2012

How Pinterest Can Turn Your Brand Red-Hot [INFOGRAPHIC]

If your brand isn’t on Pinterest, you could be missing out on a growing stream of potential customers.
While shaping your brand’s image on Pinterest, remember to take into account the specifics of the site’s userbase. A recent study showed that home, arts and crafts,  style/fashion and food are the most popular categories on Pinterest.  The food category is the fastest growing segment of Pinterest.
 
Even if your brand doesn’t directly specialize in these topics, there may be a way to include them in your brand’s boards to gain maximum exposure.  It’s also important to remember that while Pinterest’s audience is heavily female, the demographics of the site are changing.

Take a look at this infographic from web optimization company Maxymiser, and then let us know in the comments if you’re altering your plans to take advantage of the explosive growth of Pinterest.


http://mashable.com/2012/03/18/pinterest-brand-attention/

Friday, March 16, 2012

Twitter is more addictive than alcohol, cigarettes

People joke about being addicted to their cell phones, but recent research suggests it's no laughing matter. A recent study found people were more likely to give in to cravings to use social media than they were to give in to satisfy other desires. That little blue bird may seem harmless enough, but are we on the verge of becoming a nation of insatiable Twitter junkies? Learn more about your brain—on Twitter.
Infographic:
http://www.onlineschools.com/in-focus/twitter-addiction

Thursday, March 15, 2012

What Asia’s Changing Digital Consumer Means for Marketers and Advertising

Throughout Asia Pacific and around the world, technological developments, rising ownership of Internet-enabled devices, and rapidly increasing hours spent online is resulting in fundamental changes to the way in which media is consumed.

Television remains the perennial favorite media for Asia Pacific consumers, although online media consumption is growing quickly. Marketers’ allocation of ad spending has yet to reflect this shift.

According to a new Nielsen report on the changing Asian media landscape, Asian countries rank amongst the top globally for media consumption with four of the top five nations for home TV and online video usage located in the region. Asian countries also took all five spots when it comes to mobile video usage.
asian-media-usage
Within online channels, the prevalence and influence of social media has continued to gain traction, with60 percent of online consumers in Asia Pacific claiming to view online product reviews for purchase decisions. Consumers in Vietnam were most likely to turn to online reviews before making a purchase decision at 81 percent, followed by Chinese (77%) and Thais (69%). Meanwhile, smartphone popularity has surged ahead and more than half of consumers in Asia Pacific (52%) currently own or intend to buy a smartphone in the next 12 months.

Although online advertising has a higher average return on investment and digital advertising accounts for 14 percent of global advertising spend, budget allocation to digital platforms in Asia Pacific is failing to keep up: it accounts for less than one percent of total spend in markets such as Singapore, Malaysia and Thailand. The high take-up rate of consumers to the platform suggests that marketers are missing key opportunities for reaching target customers.

Consumers’ exposure to marketing messages delivered via new and emerging media such as the Internet, rich media such as online video, and smartphones is resulting in an expanded number of touch-points where brands can engage, and these changes present endless opportunities for marketers.
http://blog.nielsen.com/nielsenwire/global/what-asias-changing-digital-consumer-means-for-marketers-and-advertising/

Loyalty has limited role

NEW YORK: Brand loyalty is considered to be a crucial factor in the purchase process by less than 40% of consumers around the world, a new study has shown.

Ernst & Young, the business services firm, polled nearly 25,000 people in 34 markets, and found only 38% agreed that loyalty played a central role in shaping their decisions.

Scores on this measure rose to 40% in China, 31% in India and 30% in the Middle East. But the US scored just 25%, and Western Europe and South Africa were still lower on 24% and 23% respectively.

When rating loyalty on a ten-point scale, the telecoms sector registered 6.8 points, ahead of food and beverages on 6.6 points, electronics on 6.3 points, automotive on 6.2 points and clothing on 5.9 points.

More broadly, 89% of shoppers agreed that price and/or the terms of delivery influenced their purchases, while quality and warranties posted 82%, technical features were on 48% and availability secured 41%.

Less favourably, a modest 29% of the sample concurred that "brand" and "image" had a similar role, declining further to 15% for the environmental credentials of manufacturers.

"Consumers are harder to define, understand and please than ever before," the study said. "Digital technology is altering not only how, where and when consumers shop, but is transforming their expectations of, and interactions with, all suppliers."

In assessing favoured communications channels, personal contact recorded 6.6 points, beating 5.3 points for online and 4.9 points concerning print and electronic media.

Social media logged 5.9 points on the same metric, yielding 6.9 points in Australia, 6.6 points in the US and 6.3 points in Western Europe, but dipping to five points in Brazil and 4.9 points in India.

When assessing social media as an "objective" source of information, however, the global total came in at just 5.4 points, peaking at 6.4 points in Brazil, and hitting a low of 4.6 points in Australia.

Turning to ecommerce, 62% of consumers regularly use the web on the path to purchase, compared with 38% who "insist" on buying in stores. Only 14% of 15-30 year olds frequently researched and acquired goods solely through bricks and mortar outlets.

Upon assessing the qualities they would pay extra for, innovative features were cited by 12% of the sample, beating top-quality service on 11%, customisable or green goods on 9%, and ethically or domestically product goods, on 6% each.
 
Data sourced from Ernst & Young; additional content by Warc staff, 12 March 2012
http://www.warc.com/LatestNews/News/EmailNews.news?ID=29561 Origin=WARCNewsEmail%20loyal

Wednesday, March 14, 2012

Social Marketing-Is It The Way to Go?

Social marketing is an approach to marketing with a systematic application that has other techniques and concepts that are applied. It can both promote goods and cater for providing society with knowledge of avoiding defective goods. Social marketing versus commercial marketing has social good and not financial aims.

Commercial marketers can contribute toward social good achievements. The main aim of social marketers is to influence behaviors on a social level and not for marketer‘s benefits. These techniques were mainly used for the purpose of health programs as well as diverse topics ranging from heart disease to drug abuse and organ donation.

In the 1980′s, there existed health campaigns that used social marketing. By 2007 the United Kingdom Government announced this marketing strategy for all health aspects. Several countries progressed with the theory and practice of social marketing including Canada, the United States, Australia, UK and New Zealand.

Social marketing has a wide range of benefits of social good for the securing and maintenance of customer engagement. Standard marketing strategies by the public sector institutions improve promotion of relevant services as well as aims of their organizations. While commercial marketers sell products and then seek ways to influence buyers to purchase the products; whereas social marketers deal with goals like cigarette smoking reduction or encouraging the use of condoms, and have difficult challenges of inducing behavioral change on a long term. Social marketing is usually restricted to specific spectrum’s of clients such as non-profit and charity organizations, health service groups and government agencies. Art funding structures also fall within social sector of marketing.

An approach which is “customer oriented”; with usage of tools and concepts, are utilized by commercial marketers for pursuance of social goals, such as campaigns for anti-smoking, or NGO fundraising, is used. Social marketing was initiated in 1971, and thereafter, introduced to public health communities in the year 1988. The public health sectors noted the need for behavioral change requirements on a large scale for the improvement of public health.

There are essentially eight concepts existing. They include; realizing social goals, goods exchanging on a voluntary basis between consumers and providers, and researching segmentation strategies and audience analysis using formative research in message and product design, as well as pre-testing materials. Additionally include distribution channels analysis. Marketing mix tools for plan and implementation of price, product and promotion. It should have a tracking system process that integrates and controls functions. Another element required is a process of management involving analysis of problem, implementation, planning and functions of feedback.

Recent years have seen important developments of distinguishing between marketing that is strategic social and operational social. Case examples and literature focus mainly on marketing on an operational social level for achieving behavioral goals. Increased efforts are on the rise for the ensuring of upstream social marketing.
This goes with strategic methods of informing strategy on strategy development and policy formulation.The focus is far less on specific audiences; but on effective customer insight and it works. Social marketing is based on understanding and is used as a guide to inform effective policy and development of strategy.
http://marketguidepro.com/2012/01/social-marketing-is-it-the-way-to-go.html

Tuesday, March 13, 2012

Social Media Ciptakan Awareness, Brand image dan sales

Pesatnya dunia internet dan mobile dewasa ini telah mengubah perilaku konsumen di Indonesia. Pasar semakin dekat dengan dunia digital, demikian halnya konsumen saling terhubung satu sama lain. Media mengalami perubahan yang drastis dengan munculnya media-media online baru seperti website, social media, blog, dan lain-lain. Saat ini tercatat Indonesia adalah pengguna Facebook terbesar kedua di dunia dan sebagai negara teraktif ketiga di Twitter, tentu ini merupakan potensi besar tentang pemanfaatan media sosial, dari kepentingan bisnis hingga komunitas.

Kehadiran social media (socmed) membawa warna baru bagi dunia pemasaran. Social media seperti Facebook, Twitter, Linked , Google+, FourSquare, Youtube adalah channel murah meriah alias gratis yang digunakan para marketer dan pebisnis saat ini baik untuk menciptakan awareness, sales maupun brand image.

Pertanyaannya benarkah socmed bisa menciptakan awareness, brand image dan sales? Bisa, jika digunakan dengan baik dan benar. Permen Kurang Asem misalnya dengan fans page mencapai 67.523 bisa mengangkat brand awerenessnya dengan facebook fans page tersebut. Begitu juga dengan Axe-Id yang kini sudah mencapai 847.315 fans.

Lalu bagaimana cara memanfaatkan dan memaksimalkan socmed? Para marketer tentunya harus mempersiapkan segala halnya. Langkah pertama adalah melakukan riset baik online maupun offline ini berguna untuk mengukur sebarapa kuat merek tersebut. Kemudian developlah strategi dan channel-channel yang akan digunakan, misal mendevelop facebook fans page, twitter atau youtube.

Hal lain yang perlu dipertimbangkan adalah mendevelop konten dan tools di social media tersebut. Konten adalah perkara utama untuk bisa membrandingkan merek. Toolsnya pun dibuatkan seperti aplikasi interaktif di fans page facebook, games interaktif, dan microsite.

Setelah strategi dan channel ditentukan, konten dipersiapkan, tools dikembangkan langkah berikut adalah memaintenance dan memonitoring socmed tersebut. Siapkan orang khusus untuk pekerjaan ini atau bisa juga menggunakan pihak ketiga. Saat ini perusahaan yang bergerak di digital marketing sudah mulai bermunculan,salah satunya DigitalOne yang memposisikan brand-nya di strategic digital marketing. Jangan lupa buatkan program/event digital seperti kuis-kuis interaktif, games dan lain-lain sehingga penciptaan awereness, brand image maupun sales dapat berjalan dengan mulus.

Terakhir, adalah pengukuran. Lakukan pengukurannya secara bertahap, ini sangat berguna untuk mengetahui seberapa efektifkah tools socmed yang dibuat dan untuk mengetahui respon  terhadap brand tersebut, sehingga mendapatkan result yang diharapkan. Berbagai alat pengukuran yang bisa marketer gunakan seperti mediawave.biz, tweetreach.comtwettgrader.comalexa.com dan yang sejenisnya.

Melalui pengukuran yang bersifat terus menerus, perusahaan mampu melacak pergerakan naik dan turunnya kekuatan sebuah merek. Konsumen yang memberikan positive mention, adalah konsumen yang puas dan loyal. Itulah sebabnya, mereka dengan suka rela, memberikan efek viral yang positif buat merek tersebut. Be digital marketer! (Kusnadi Assaini, Head of Division, DigitalOne-Strategic Digital Marketing)
http://www.marketing.co.id/2011/09/27/social-media-ciptakan-awareness-brand-image-dan-sales/

Is Guided Selling the key to online selling success in 2012?

Guided selling that takes online shoppers to the products they want quickly and effectively is the key to e-tail success. Here I want to talk about why online retailers need to look carefully at their data to tackle this challenge.

When companies first started selling products over the internet, it was a novelty. It was enough for people simply to be given the opportunity to make purchases virtually. How things have changed. E-commerce has exploded globally. Now, there’s very little you can’t buy online and a huge choice of outlets for every product in every sector.
Growing competition and an increasingly discerning online shopper have changed the game. Just like you’d avoid a messy, cluttered shop providing poor service on the High Street, particularly if there was a better version just round the corner, so ecommerce sites are being increasingly judged by the experience they offer the online shopper.

No matter how niche an online retailer thinks its products are, it can be sure there’s another outlet a click away that’s desperate to steal its customers. Shoppers know this, so if they have to spend too much time searching for the product they want and the information they need, or the journey to the checkout is too slow or convoluted, they won’t hang around. And knowing the power of social media, they’ll probably tell their friends.

Furthermore, those who find faster, buy more. Studies show that people place more orders on shopper-friendly ecommerce sites. Where a shopper can quickly find the product they are looking for, they will remember the experience and come back for more – and even be tempted to buy more items per visit.

Refining this process is all down to having the right filters to match your products to the search terms shoppers are most likely to use. Until now this task has been one that has required considerable manual effort, particularly for retailers selling a wide range of products. But tools are now coming onto the market that allow online shops to streamline this process, by automatically drawing suitable filter terms from existing manufacturers’ descriptions and e-tailers’ own product text, providing the attributes of each individual item in a range.

This has huge implications for etailers as it allows them to look beyond “Standard-Categories or Filters” such as price, size, brand, colour, and extract information that suits their products and optimally describes their attributes as well as information which is really relevant to the client. For example the washing instructions for clothes in a fashion store or the information, the case width or the colour of a clock face of a watch in a jewellery store, or even how far up the leg a pair of boots comes for shoe stores.

And this ties into something that was highlighted in recent research by Stibo Systems; that what people crave most of all from their online shops is information. The survey found that a massive 56% of respondents identified comprehensive product information as the most important aspect of a retailer’s website, way ahead of images (13%), consumer reviews (12%), links to similar products (9%) and rich content (8%).

However, one of the biggest challenges that many etailers face with this content is that it comes from manufacturers in various formats and structures, with the key attributes of each item concealed in long descriptions and other bits and pieces of information. Manually this is at very best heavily labour-intensive. So, by automating the process they are not only saving themselves money but also increasing their revenue opportunities by extracting the relevant details from multiple sources. Not only does this give existing information a structure, but it also optimises and standardises the data.

There has never been a more competitive environment in which to set up and run an ecommerce site. This means that it’s no longer enough to have a well-branded, clean, clear site that has been optimised for the key search engines. Millions of people can visit, but if the experience they have disappoints, fewer products will be sold and repeat visits will be few and far between. Today, e-tailers need to get online shoppers to the products they want as quickly and as easily as possible, or pay the price. And managing data is fast become a crucial in the battle to win customers.
http://www.jazdlifesciences.com/pharmatech/leaf/Marketing-and-Sales/Sales-Applications/Guided-Selling-Solutions.htm
http://www.business2community.com/social-media/selling-on-social-media-sites-0138113
http://wallblog.co.uk/2012/03/12/is-guided-selling-the-key-to-online-selling-success-in-2012/

Monday, March 12, 2012

When Less Is More For Online Retailers And Their Customers

In a world where an online search can turn up thousands of products, limited selections can help shoppers decide to buy

As the internet matures and expands, the number of choices available to users grows exponentially. Invariably, more solutions arise to tame the clutter. In the early days of the web, portals like Yahoo! touted hand-picked sites bundled into browsable categories. Over time, though, human curation was all but replaced by algorithm-based searching. Yet most trends go in cycles, and this is proving true for ecommerce. Despite retailers’ quest for the ultimate Netflix-style automated, personalized recommendation system, and Facebook’s promise of using its “Open Graph” to pair people to products with greater precision, there has been a simultaneous rise in sites that provide hand-picked item selections and online retail models offering fewer products instead of more.

“Curated ecommerce is becoming recognized by both retailers and shoppers for its simplicity and ability to help fill an online void,” said Krista Garcia, eMarketer analyst and author of the new report, “Curated Ecommerce: How Less Can Be More for Shoppers.” “There will always be a place for comprehensive, multicategory retail sites, but fine-tuned collections enhanced by personal touches also perform a necessary function in the ecommerce ecosystem.”

Sites surveyed by the e-tailing group in Q4 2011 reported online curation was a growing merchandising tactic. Organizing items into branded sections was their leading approach to curation (89%), and the similar concept of grouping products according to themes experienced a 64% increase in adoption, the largest increase among tactics used.

Image

“Failure to convert can be attributed to countless factors, but one common online buying complaint is not being able to find what one was looking for,” said Garcia. “Whether the fault of poor merchandising, limited product detail, confusing display or too many options, a typical browse or search will not always bring up the desired results. An abundance of products does not automatically translate to sales, which is why [online] retailers are exploring new ways of connecting shoppers to their catalog.”

Celebrity endorsements, book-of-the-month clubs, finely tuned product selections and expert advice have long been used to sell products, so these techniques are not unproven. What is new is how they are being translated to the web, with its greater capacity for immediacy and ability to enable sharing and socializing between customers, brands, retailers and tastemakers.

Online retailers have the opportunity to offer a distinct point of view and re-contextualize products in more focused ways, often with a pared-down product offering and a highly visual style that immediately conveys brand values.
http://www.marketresearchworld.net/index.php?option=com_content&task=view&id=4655&Itemid=76

Buzz in the Blogosphere: Millions More Bloggers and Blog Readers

Blogs are sometimes overlooked as a significant source of online buzz in comparison to social networking sites, yet consumer interest in blogs keeps growing. By the end of 2011, NM Incite, a Nielsen/McKinsey company, tracked over 181 million blogs around the world, up from 36 million only five years earlier in 2006.
Number of blogs tracked by NM Incite, from October 2006 to October 2011

 

Bloggers: Who are they?

It’s no surprise that the growing number of blogs mirrors a growth in bloggers. Overall, 6.7 million people publish blogs on blogging websites, and another 12 million write blogs using their social networks.
So, who are blog writers and what else do they do online?
  • Women make up the majority of bloggers, and half of bloggers are aged 18-34
  • Bloggers are well-educated: 7 out of 10 bloggers have gone to college, a majority of whom are graduates
  • About 1 in 3 bloggers are Moms, and 52 percent of bloggers are parents with kids under 18 years-old in their household
  • Bloggers are active across social media: they’re twice as likely to post/comment on consumer-generated video sites like YouTube, and nearly three times more likely to post in Message Boards/Forums within the last month

 

Bloggers: Where do they read and post?

Three out of the top 10 social networking sites in the U.S. – Blogger, WordPress and Tumblr – are for consumer-generated blogs. Blogger is the largest of these sites with more than 46 million unique U.S. visitors during October 2011, making it second only to Facebook in the social networking category, and Tumblr was the fastest-growing social networking or blog site on the top 10, more than doubling its audience since last year from home and work computers to 14 million unique visitors. Overall, these three blogging websites combined for 80 million unique visitors, reaching more than 1 in 4 active online users in the U.S. during October 2011.

 

Pinterest points towards evolving tastes in the Blogosphere

Like Tumblr, Pinterest is a visually-oriented social media site that is also growing rapidly, with over 10 million unique U.S. visitors in December 2011, almost double their audience from October. This growth is led by young adults aged 25-34, who are most likely to view pages on the social network. Pinterest could also be of particular interest to online retailers, as 92 percent of Pinterest’s audience also visited Mass Merchandiser sites during the same month.
http://blog.nielsen.com/nielsenwire/online_mobile/buzz-in-the-blogosphere-millions-more-bloggers-and-blog-readers/

Friday, March 9, 2012

What’s driving consumer confidence in 2012? [infographic]

What’s driving consumer confidence in 2012? What factors are your customers weighing before making a purchase decision? In an effort to understand what’s on consumers’ minds this year, we asked members of our online communities these very questions.
http://blog.communispace.com/align/consumer-confidence-in-2012/

Thursday, March 8, 2012

Social, Digital and Mobile in Asia

The social, digital and mobile landscape in Asia changes on an almost daily basis, and keeping up to date with this evolution can be quite a challenge. As a result, many of our clients and partners have similar questions: - Do Chinese netizens prefer Renren or Sina Weibo? - What’s the internet penetration in India? - How much of Indonesia’s social media use comes from mobile? We’ve noticed that it’s increasingly difficult to find recent and reliable answers to these questions in just one place, so we’ve decided to launch our own series of regular reports that answer as many of these questions as possible with accurate, up-to-date information from a range of trusted partners. Today, we’re delighted to share the first of these reports with you: an introduction to the landscape across the region, and an overview of the key numbers in each of its 24 countries. A few highlights to begin with: - There are at least 750million social media users across the region; - Three quarters of Asia’s population has a mobile phone; - More than two thirds of Asia’s internet users access the web via mobile devices; You’ll find many more valuable nuggets in the full report above. http://wearesocial.sg/blog/2011/11/social-digital-mobile-asia-2/by Simon Kemp in News

Adspend rises in South East Asia

 SINGAPORE: Adspend levels rose by more than 10% in South East Asia last year, with television the core driver of this process.

According to Nielsen, the research firm, local expenditure through newspaper, magazines and television reached $19bn in 2011, a 13% improvement on an annual basis.

Breaking out the totals for the fourth quarter, Nielsen reported that regional revenues grew by 8% to over $4.9bn. Indonesia led the charts in value terms, up by 27% to $2.2bn.

Elsewhere, the Philippines expanded by 2% to $1.1bn, and Malaysia logged a 3% lift to $63m. Singapore also witnessed a 3% uptick, to $403m.

Less positively, revenues contracted by 18% in Thailand, to $622m, not least due to the floods which have hit the country.

Erica Boyd, Nielsen's APMEA region managing director, advertising solutions, said: "It has been a challenging quarter for some countries in Southeast Asia, with natural disasters and economic concerns impacting both business and consumer confidence levels.

"Despite the turmoil, however, advertising expenditure has remained buoyant overall as marketers seek out opportunities to increase their brands' share of voice and maintain engagement with consumers."

By medium, television, taking two-thirds of South East Asian spending, saw demand rise by 15% across 2011 as a whole, with newspapers improving by 12% and magazines enjoying a 3% expansion.

Data sourced from Asia Media Journal; additional content by Warc staff, 7 March 2012

Wednesday, March 7, 2012

(youthlab Indo) Youth & twitter trends in Indonesia (part 1): Profiling popular twitter account among the Indonesian young people

twitter trends in Indonesia became huge with a high pace since the last 5 years. Find out how youth interact with social movement, politician, and community account on twitter, and how those account create buzz http://www.enterthelab.com/index.php?m=insight&s=detail&id=147

Ads with Friends: Analyzing the Benefits of Social Ads

As social networks have picked up a greater share of digital ad dollars, a key differentiator they emphasize to brand advertisers is the ability to harness the power of friend recommendations when it comes to sharing experiences and content.

Last week, Facebook introduced new advertising products that highlight friend connections on the site to make marketing more inherently social. Though social ads were previously available on Facebook, last week’s announcement signifies even greater emphasis on this unique form of advertising.

But do these types of social ads offer any advantages over their non-social counterparts? To answer this question, Nielsen analyzed* results from 79 Facebook campaigns over a period of six months to determine how well ads with social messages succeeded at breaking through to the audience. Social ads are those served to users who have friends that are fans of or have interacted with the advertised brand and prominently call the relationship out, while non-social ads are served to the remainder of the Facebook population.
FacebookFansAds
While prior Nielsen research showed that online ads tend to be noticed and remembered overall, this analysis further demonstrates that social ads do provide an advantage. On average, social ads generate a 55% greater lift in ad recall than non-social ads, though individual cases may vary.
DifferenceAdRecall
According to a 2011 Nielsen survey on consumers’ attitudes toward different types of advertising, 76 percent of U.S. Internet consumers said they most trusted recommendations from personal acquaintances, while 49 percent trusted consumer opinions posted online. Thus, it should come as no surprise that ads that reference a consumer’s friends prove more memorable than traditional ads with no social content.

Based on this analysis, more and more advertisers may consider leveraging ads with social content as a means to better utilize the power of the network of consumers engaged with their brands. This also serves as justification for marketers’ efforts to create more social connection points with their consumers, as their brands will be better positioned to reach a larger group of prospects.
http://blog.nielsen.com/nielsenwire/online_mobile/ads-with-friends-analyzing-the-benefits-of-social-ads/

Tuesday, March 6, 2012

Where in the World Are the Hottest Social Networking Countries?

With 1.2 billion users worldwide, social networking usage patterns vary by country and region

While several US-based sites like Facebook and Twitter might get most of the publicity, social networking is a worldwide phenomenon that eMarketer predicts will encompass nearly 1.5 billion internet users by the end of this year.

As of December 2011, eMarketer estimates, just over 1.2 billion people around the world used social networking sites at least once per month. That represented 23.1% growth over 2010, and double-digit growth will continue throughout eMarketer’s forecast period, though the rate of change will decrease as the market matures.

Social Network Users Worldwide, 2011-2014 (billions and % change)

The region with the highest number of social network users is Asia-Pacific, where 615.9 million internet users will log on to social sites by the end of this year. About half of those users will be in China, where social network users will outnumber their counterparts in the US by nearly two to one.

Social Network Users Worldwide, by Region and Country, 2011-2014 (millions)

China and the US are the top two countries in terms of overall number of users, but the rankings of key social networking countries around the world change when examined based on penetration rates vs. growth rates. In 2012, the US will have the greatest share of social network users as a percentage of the total population (49.9%), followed by Canada (49.3%), South Korea (46.6%), Australia (44.4%) and Russia (41.9%). As a share of internet users in 2012, however, Brazil will come out on top—87.6% of web users in the country will use social networking sites—followed closely by Indonesia at 87.5%. In developing markets like these, fewer people overall are online, but among those who are on the web, social networking is often a key driver of internet usage.

The fastest growth in social networking this year, meanwhile, will come from India (where usage will increase by 51.7%), Indonesia (51.6%) and, lagging distantly, China (19.9%).
Much of this growth is due to the ever-climbing popularity of Facebook—though notably not in China, where the site is banned. eMarketer estimates the social networking giant will pass the billion-user mark by the end of 2013.

Facebook Users Worldwide, 2011-2014 (millions and % change)

This represents eMarketer’s first worldwide estimates of social network usage and Facebook usage. eMarketer bases its estimates of social network usage on the analysis of survey and traffic data from research firms and regulatory agencies; the growth trajectory of major social network sites; historical trends; internet and mobile adoption trends; and country-specific demographic and socio-economic factors. For Facebook-specific estimates, eMarketer projects based on all of the above as well as Facebook company releases.
http://www.emarketer.com/Article.aspx?R=1008870&ecid=a6506033675d47f881651943c21c5ed4

Marketing vs. Advertising: Know the Difference

One of the biggest challenges of being a small business owner is that you must become an expert on many facets of business even if you lack education and practical experience.  Just because you went to school and got an accounting degree doesn’t mean you know much, if anything, about advertising.  Yet, in order to succeed, you must gain at least some level of competency in all these different areas; at least enough to know if the people you’ve hired are doing a good job.

One area that I want to address in this post has to do with marketing v. advertising.  The reason is that the marketing world has undergone a sort of rapid evolution in the past couple years with the insane popularity of Web 2.0/Social Networking.  Web-based marketing, including affiliate marketing, is often good-old fashioned advertising (or worse, spam) dressed in sheep’s clothing.  It is important to recognize the differences between marketing and advertising to make sure you’re getting the most from your marketing budget; and since your marketing efforts are you company’s “first impression” to the public, you also want to be sure you’re representing yourself in the best possible light.

The best way to describe it is using the analogy of a toolbox.  Marketing is a toolbox full of stuff that you can use to represent your company; and advertising is simply one tool.  What that means is that you must have an overall plan of action in place before you make a decision about any kind of advertising.  An ad campaign that does not fit into your overall marketing strategy can actually do more harm than good.

Many advertising agents will try to sell you ad space/time using statistics, and get you to jump on a bandwagon with other companies similar to yours who are doing the same thing.  But you have to look at the big picture.  Your success depends entirely on your ability to stand out from the pack.  If you’re using the same “tried and true” methods to advertise and market your business, it doesn’t matter how good you are it’s not going to get you any attention.

The great thing about marketing is that it is actually a creative endeavor.  You can devise new ways of doing it which will become part of your company’s identity.  Much of the corporate marketing that is done is highly refined, created to appeal to the broadest range of people.  But recent success stories show that it is the unique, niche markets that have quirky personalities that are thriving.

The bottom line is this:  You’re not going to succeed at business without a solid marketing plan.  And that doesn’t mean buying premium ad space or giving away stuff with your logo on it.  It means looking at your overall market, comparing the strategies of other companies; being innovative with your writing, promotion, and advertising; and having a way to track the effectiveness of your campaigns.  It means basing your advertising decisions on more than just cost.

In the world of online marketing, you can get lost in the shuffle.  Each one of us is bombarded with emails, messages from our “friends”, and banner ads that it has become easy to tune these things out.  Remember:  the key to effective marketing is always going to be making a personal connection with your prospective customer.  So try to look at all your marketing and advertising with a fresh eye and imagine yourself seeing it for the first time.  What does it say about your company and your product?  Is it compelling enough to make you want to find out more?  Is it associated with other, controversial or unattractive concepts?  Be prepared to hear honest feedback and to use it as you constantly refine and redefine your marketing strategy.
http://bizcem.com/insights/adopting-internet-marketing-mix-for-greater-business-profits/
http://marketing.about.com/cs/advertising/a/marketvsad.htm
http://www.coffeebusinesssolutions.com/?p=536