Pollen Marketing» Social Media

80% Marketers to increase Digital & Social Media Spending

Natalie Giddings — Mon, 21 Feb 2011 01:00:13 +0000

Changes in consumer behavior have been the main driver for 80% of Marketers looking to increase spending in digital and social media this year, compared to 2010. The results of a survey conducted by AnswersLab have been published in the Society of Digital Agencies 2011 Digital Marketing Outlook report. It gives us a valuable insight into the marriage between marketing and technology in the future. For example:

In which of the following, if any, does your organisation plan to invest in 2011?

Key findings:

80% of marketers plan to increase the volume of digital projects in 2011
76% of the marketers plan to invest in Facebook & 69% in Twitter
Overall, 95% of respondents plan to use some form of social media in 2011
67% of marketers are increasing investment on Unpaid/Earned Media
Just 14% of all marketers surveyed plan to increase investment in paid traditional media

While these statistics were taken from a global sample, the last point is reflected in the outlook in the latest IBISWorld Report on advertising services in Australia for the next 4-5 year. Advertising services industry will have to reinvent its services to be more in line with increasing media fragmentation.

The survey respondents were split roughly evenly between the three target groups: agencies, brand marketers, and technologists from around the globe but mostly from North America.

We love this quote from Scott McLaren, Global Digital Marketing, CRM and Web Operations, General Motors.

“If built and used correctly a sound digital strategy allows a marketer to “fish where the fish are”—it is truly the only medium that allows one to map marketing to consumer behavior in a measurable way”.

You may download your own version of the report here.

Social Media is a Democratic Process – Gap Logo Withdrawn

Natalie Giddings — Wed, 13 Oct 2010 21:27:50 +0000

In the US earlier this week, Gap introduced a new logo designed by Laird and Partners. And after receiving a multitude of unfavorable comments, particularly on social media channels such as their Facebook and Twitter pages, Gap’s President Marka Hansen, just four days from the introduction, announced the switch back to the old logo and admitted that the new logo was a mistake.

The logo is that bad that some people think it was a planned publicity stunt. We all remember a similar episode here in Australia when Vegemite unveiled the iSnack 2.0.

There is something courageous to me about this move. For a large multi-national retailer to listen and then publicly announce that they have made a mistake is a beautiful scene. President Marka Hansen also kept the communication going. “Now, given the passionate outpouring from customers that followed, we’ve decided to engage in the dialogue, take their feedback on board and work together as we move ahead and evolve to the next phase of Gap,” said Hansen.

Gap had also announced through their official Facebook account that they will be doing a ‘crowdsourcing project’ and entertaining ideas from fans for their logo design. Perhaps, Gap did not consult their fans enough before they launched their new and controversial logo. However these platforms clearly give us the ability to do exactly what good marketing practice is anyway – listening to our market.

Unspoken Rules of Writing a Good Blog Post

Natalie Giddings — Wed, 13 Oct 2010 11:37:18 +0000

The notion that blogging is an online journal gives the appearance that individuals are not required to follow a set rules. But I am here to tell you that there is unspoken technique to use. This is precisely the opposite format I was taught in school. Apparently you have ‘em on your website for less than one minute before people decide to stay or go.

The first ten seconds of a reader after landing to your blog post is most crucial. This is the time when you need to capture their attention starting with the title and then the first few words of your blog post (leader). By far my favorite discovery in the last couple of years has been ‘inverted’ writing. That means adding all the crucial facts at the opening paragraph and working your way down. The INVERTED PYRAMID means placing the most substantial, interesting and important information needed to be conveyed, up front. Indeed people can stop reading at any time. It certainly suits the Digital Natives (Gen Y or younger) style of learning too!

I have been blogging for just 18 months and writing (or spelling) is not my strongest skill so it is my pleasure to share what I have found out here! Of course this should apply to event invitations, brochures, press releases, proposal and web copy too!

Being usefulness equals being valuable too, so always put your audience first. It doesn’t have to be more complicated than that. Reflect on what your reader’s needs or wants are …sounds like good marketing practice to me.

Target your Market with Facebook Advertising

Natalie Giddings — Sun, 11 Jul 2010 22:41:21 +0000

Check out this very precise way of targeting potential new clients through Facebook Advertising…

The certainty of breakdown is quite phenomenal.

Let me know you thoughts below!