Sponsoring Tangibles

What on earth is sponsoring tangibles?

Its consumers receiving tangibles branded with a companies’ brand. The tangibles are mostly wearables, e.g. t-shirts. They bear a logo or a slogan with a logo or an ad, sometimes a QR-code.

The consumers opted into a program that identified them as potential brand ambassadors (so you can be sure, they are gonna wear your t-shirt). This works with randomly assembled groups of interested consumers as well as with amateur sports teams or even with a group of people attending a birthday party. Marketers will surely find other ways to benefit from this idea.

Experiences so far are too few to actually say how successful this is, but Unilever and State Farm Insurance were already willing to test it. How? By using the offers of new breed of opt-in ad-networks who offer this service.

Comprehensive List of Marketing Channels – Digital and Classic – 2013

Is there anything new on the marketing channel horizon? Yes, there is: Sponsoring Tangibles. What is it? Read here –>

Get the full list as pictured below –>

More about methodically selecting marketing channels –>
Marketing Channels 2013

Germany’s Top 100 Websites by Reach

December figures from AGOG (Arbeitsgemeinschaft Online Forschung eV – Institute for online Research) – the association of online marketers based in Frankfurt.


The Secret of Social Media Seeding

… is find key opinion leaders (including important bloggers), target group media and cooperations with industry voices (eg. scientific organizations, universities). There is nothing online or digital about it – at first sight.


Once you have identified KOLs, media and coop prospects, you need to reach out and  get in touch, based on your industries habits and get them to have a look at your product/service. Give them all necessary information to see your product in the most positive light. And give them an incentive to

  • use it,
  • tell others about it (preferably in writing),
  • run an article about it,
  • exchange links.

That’s it. Sounds pretty dry and boring and YES, it is!!! A huge part of seeding is about outreaching by grabbing the phone and establishing a personal connection.

Martin Sorrell: 30% of advertising budgets totally misspent

Today’s Financial Times prints a few highlights of an interview with Martin Sorrell, CEO of WPP. Asked about monetization of mobile advertising he gives a general diagnosis of budget allocations in mobile, online and print.

  • Advertisers spend 20% of budgets on print  - consumers spend only 10% of their time there.
  • Advertisers spend 20% of budgets for online – consumers spend 30% of their time there.
  • Advertisers spend 0.5% for mobile – consumers spend at least 7 % of their time on their mobile devices (and this is definitely a fast growing segment considering all the new developments on the tablet sector).

Reverse calculate these numbers and your result is at least 30% spent on the wrong channels.

So how do you re-allocate? It’s probably not possible to achieve a budget which is exactly in line with your target groups media and communication habits. But you should not be 30% off – that’s simply not necessary and you could be made responsible for wasting money.

  1. Do a little research about your target group’s media behaviour. Do not forget to account for the growing segment of communication channels, because the line between media and communications is broadly blurred today. List time spent on different media as a percentage.
  2. Calculate a re-allocated budget that matches  the media percentages.
  3. Check: There are hidden cross benefits. For example: you have a terrific video (ad spot or product documentation, whatever). You place it on TV but you can also put it up on YouTube, trying to get viral viewership. In this case you need to allocate production cost to online/YouTube and not only to TV.

Sonncom Newsletter Q3/2012

Everybody is full of praise for Obama’s re-election campaign. So what have they actually done? Industry publications are full of impressive background stories. But no marketing plan. No one has published a list. Sonncom did:


The Adobe Digital Index offers a few interesting insights into current ROI of tablets, smartphones and PCs:


It’s bad, when they are bashing your brand. It’s worse, when they do it online in writing. And it creates longterm trouble, when it comes up in search results. So what to do?

4 Trends in Mobile Marketing

Data for this analysis was taken from the Adobe Digital Index – research on digital marketing based on the analysis of data from over 5,000 companies worldwide.

Paid Search (Google AdWords etc.) grew by double digits in the second quarter of 2012:
UK +18% year on year
U.S. +13% yoy
Germany +12% yoy

ROI improved due to lower cost-per-click rates, not in Germany however.
U.S. +23% yoy
UK +5% yoy
Germany -5% yoy(!!!)

Advertising delivered to tablets currently offers higher conversion rates and ROI than ads on PCs or smartphones.
Tablet conversion rates top PC conversion rates by 20 percentage points.
PC conversion rates top smartphone conversion rates by 42 percentage points.

Marketers are skeptical about mobile ads, because of fuzzy metrics, difficulties to buy ads in big quantities and accidental clicks (especially recent stories of unintended clicks on Facebook). This explains why the market in the U.S. is only 2% of all marketing spending when smartphones and tablets account for 10% of internet traffic (StatCounter Inc.).