Brand Advertising Shines

Emineo Media Brand
Measuring brand advertising still poses a challenge… Emineo Media Brand

Direct-response marketing may soon be taking a backseat to online brand advertising initiatives. According to a DIGIDAY and Vizu “State of the Industry Survey,” more marketers plan to increase their online branding initiatives in 2012 than they do their direct response tactics.

The survey reveals that roughly half of marketers plan to increase direct-response spending, compared to 64% who plan to increase online brand ad spending.

Drilling down into how much marketers plan to increase their investments, 44% will increase online brand ads by more than 10%. Moreover, 22% will increase brand ads by at least 20%. Although marketers are in fact increasing direct-response spending, the survey indicates that they are doing so to a lesser degree than brand advertising—20% plan to increase online direct-response advertising by 10% or more, and only 13% plan to increase it by 20% or more.

Growing marketer interest in mobile advertising, social media and online video is contributing to the expansion of online brand advertising as a category. According to DIGIDAY, 69% of survey respondents plan to increase their mobile ad spending, 63% plan to increase social media and 57% plan to increase video advertising. For the majority of marketers, investments in rich media advertisements and standard display advertisements will stay the same.

Although the DIGIDAY/Vizu survey did not show a decrease in direct response to accommodate more brand advertising investments, another DIGIDAY survey with Adap.tv indicated that some advertisers may be dipping into display budgets in order to spend more in areas such as online video. According to the survey, 43% of agency advertisers and 24% of brand advertisers said they planned to shift funding away from display advertising to accommodate more spending for online video ads in particular. Broadcast TV and print advertising were the other channels advertisers planned to dip into most significantly.

While brand advertising is experiencing heavy interest and strong growth, marketers are still grappling with developing a set of metrics that prove the effectiveness of online brand advertising tactics. The DIGIDAY/Vizu survey asked marketers how they planned to calculate return on investment for brand advertising. Very few respondents said they used the same metrics as they do in offline categories. Instead, the majority (55%) have added metrics such as brand lift, sales and interaction rates to measure ROI. Clickthrough rates, shares/reports, and dwell time are less popular metrics, but are used by roughly a third of survey respondents.

Marketers told DIGIDAY that developing a set of standard brand advertising metrics would help further their online branding initiatives. The top three improvements respondents said would help them increase resources for online brand advertising were improved clarity around brand advertising ROI, the ability to verify brand advertising created the desired result and the ability to use the same metrics with online brand ads that are used in offline media.

Source emarketer

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Consumers Begin Scanning QR Codes

Top reason to scan was to find out what would happen…

Half of smartphone users have now scanned a QR code at least once, according to research from Chadwick Martin Bailey, but findings suggest marketers have still not proven their value to consumers.

As QR codes pop up in more places, awareness of them is growing, and many users seem to learn what they do before learning what they are called. Chadwick Martin Bailey found that while just 21% of internet users surveyed had heard of QR codes before, more than four in five knew one when they saw one.

QR codes are becoming hard to miss, even for those without a smartphone. Data from mobile marketing firm Nellymoser indicates that well over 90% of the top 100 magazines in the US have featured at least one mobile barcode since May 2011; as recently as November 2010, just 9% had. The proportion of ad pages in those magazines that now feature mobile barcodes hovers around 5%.

That doesn’t even touch on the presence of QR codes in outdoor advertising, in-store signage and packaging, or business cards—all among the top places smartphone users have scanned QR codes from, according to Chadwick Martin Bailey. With QR codes seemingly all around them, smartphone users’ top reason to scan one was out of simple curiosity (46%), followed by the hope for more information (41%).

These results may give marketers pause. As 2-D barcodes become ubiquitous, people are learning what they are: something to scan with a special app on a smartphone. But as awareness develops, the novelty factor may be in danger of wearing off. Marketers will have to prove there is valuable information in store for QR code scanners—perhaps a coupon or exclusive content—or those who scan a few times out of curiosity may not develop a scanning habit.

Source emarketer

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Why Social Networking?

Emineo Media Social Networking

Through social networking, people can use networks of online friends and group memberships to keep in touch with current friends, reconnect with old friends or create real–life friendships through similar interests or groups. Besides establishing important social relationships, social networking members can share their interests with other like–minded members by joining groups and forums. Some networking can also help members find a job or establish business contacts.Emineo Media Social Networking

Most social networking websites also offer additional features. In addition to blogs and forums, members can express themselves by designing their profile page to reflect their personality. The most popular extra features include music and video sections. Members can read bios of their favorite music artists from the artist’s profile page as well as listen to their favorite songs and watch music videos. The video section can include everything from member–generated videos from hundreds of subjects to TV clips and movie trailers.

What to Look for in Social Networking

The phenomenon of online social networking—made extremely popular by MySpace.com , has evolved to include more than the teenage stereotype looking to expand his/her network of online friends. People of all ages and backgrounds have discovered that they can enrich their lives through the contacts they make on a social networking website. Below are the criteria Top Ten REVIEWS used to evaluate Social Networking websites.

Profiles
The heart and soul of social networking sites are user’s personal profiles. It’s like their own Internet sanctuary, a place where they can express their thoughts and feelings, post photographs and show off their network of friends. The most popular social network websites put a strong emphasis on the user’s profile, making it easy to use yet still reflective of the user’s personality.

Security
The Internet can be a dangerous place to post personal information. All social networks should provide the ability to set profiles to private in some way or another. Additionally they should have the ability to report and block users.

Networking Features
A good social network goes above and beyond just allowing users to post profiles and update pictures. Additional features should include music sections, video uploads, groups and more.

Search
The object of a social network is to find friends and expand relationships. Top social networking websites allows members to search for other members in a safe and easy to use environment. Common search functions include search by name, city, school and email address.

Help/Support
Most social network sites are self-explanatory. However, in the off-chance a user needs help there needs to be some way to contact the webmaster or answers in an FAQs section.

Legitimate Friend Focus
The growing trend for social networks is to communicate and keep in touch with people you already know. No one wants to be inundated with unsolicited spam friend requests. The best social network sites keep profiles and search options private enough that the only people that can find you are the ones actually looking for users in their own school or neighborhood networks. Even with a completely public profile, users shouldn’t be bothered with more than a couple of unsolicited comments or messages.

Review the comparisons here.

Source Social Networking Sites

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