Posts tagged marketing

Customers Don't Want Ads, They Want A Conversation | @FastCompany

destx:

It is becoming clear that the future of social marketing, and marketing in general, will be built around collaboration. Social technology has already evolved from a focus on consumer listening to broader social management platforms that help brands build and communicate with their consumers. Now, the stage is set for social tech to begin creating real value for companies through deep collaboration with consumers.

The Permanent Disruption of Social Media - and what it means for NGOs *MustRead :)

Great piece on how social media is changing NGOs and NPOs and the entire business of donations. MUST READ.

Key point: re-defining contributions:))

“…When organizations emphasize financial donations as the primary means of support, they may be doing so at the risk of discouraging other types of supportive activities—many of which have the ability to expand significantly the influence of the person at the center of the vortex, and therefore increase the contributions of others.

There is a parallel shift occurring in the for-profit sector, as more and more consumers turn to social media and online channels to talk about and share their experiences with products and services. As Paul Smith and Ze Zook wrote in their book Marketing Communications , “the ideal customer, or most valuable customer, does not have to be someone who buys a lot. The ideal customer could be an influencer who is a small irregular buyer but who posts ratings and reviews, as the reviews could influence another 100 buyers^”

“The new model should incorporate the following characteristics of donor engagement:

• Allows for a donor to be engaged at different entry points and to move easily between them during the life cycle of his engagement
• Has no fixed end point for a donor’s engagement
• Allows for the donor-engagement footprint to expand or contract in ways that are unique to and driven by the individual donor
• Places the donor’s needs—not the organization’s—at the center of the engagement
• Accounts for the influence of other people on the strength of the donor-organization relationship…”

How Red Bull Creates Brand Buzz - David Aaker - Harvard Business Review

There’s a lot to learn from the Red Bull sponsorship program. Instead of using a few high profile sponsorships it has created a large set of relatively inexpensive sponsorships that, because of the umbrella Red Bull brand, have a cumulative impact.

Why It's Time to Get Excited About Digital Advertising

Until recently, mobile ads were generally really bad. On one side, tiny and unreadable banners; on the other, invasive and obnoxious interrupts. But that is starting to change thanks to responsive design, which publishers have been moving to in droves in the second half of 2012 (including Mashable). Not only does responsive design optimize content for the screen you’re on, but it also optimizes advertising to serve the ideal sized unit. On a smartphone, that might mean a 300x250 ad. On a tablet or desktop, it’s likely a 970x90. And on an inbetween device like a 7” tablet or a plus-sized smartphone like the Galaxy Note, a 160x600.

Facebook Is Going To Sell Access To Your Inbox - BuzzFeed Mobile

Facebook, like all businesses, needs to make money. And the most valuable thing it has to sell is your attention. You might not think of your attention as “valuable,” but it is — extremely so. After its IPO, the question of how Facebook is going to make the kind of money it’s expected to became one of the central questions of existence. It’s shown a remarkable knack for pioneering lots of little ways to sell your attention, one shred at a time.

How Red Bull Creates Brand Buzz - David Aaker - Harvard Business Review

There’s a lot to learn from the Red Bull sponsorship program. Instead of using a few high profile sponsorships it has created a large set of relatively inexpensive sponsorships that, because of the umbrella Red Bull brand, have a cumulative impact.

Twitter's Manager For Social Innovation On How Social Is Shaping The Future Of Nonprofits | Co.Exist: World changing ideas and innovation

We live in a world where more individuals have access to mobile phones than to clean water. This access to cellular technology does wonders to bring folks closer to resources, information, and connections that can change their lives. With every day that passes, technological advances increase access to more and more of the world’s population

In Melbourne, meet the New Joneses | SmartPlanet

Since BNNM was conceived in 2010, it has become something of a beacon for the conscientious and collaborative consumption movement in Melbourne. “Part of it is about conscientious consumption or collaborative consumption and asking the questions like who made it? Where is it going to go after I use it? Do I really need it? How much is ‘enough’?” DiMattina says. According to DiMattina, there are different models of new consumption. For example, some people would never consider going to a charity store but will go out and buy something new that is made ethically. While other people swap their wardrobes around constantly and share their things.