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.
Is there anything new on the marketing channel horizon? Yes, there is: Sponsoring Tangibles. What is it? Read here –>
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More about methodically selecting marketing channels –>
December figures from AGOG (Arbeitsgemeinschaft Online Forschung eV – Institute for online Research) – the association of online marketers based in Frankfurt.
… 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.
THE ELEMENTS OF OBAMA’S VICTORIOUS CAMPAIGN AND WHAT MARKETERS CAN LEARN FROM THEM
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:
4 TRENDS IN MOBILE MARKETING
The Adobe Digital Index offers a few interesting insights into current ROI of tablets, smartphones and PCs:
7 TIPS FOR MARKETING ON HOW TO HANDLE SHITSTORMS AND SOCIAL MEDIA RANTS
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?
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.).