Sunday Musings w/ Shore Branding – 12-15-13

Branding and Digital Marketing

Branding and Digital Marketing

Welcome to Sunday Musings w/ Shore Branding, the top stories in branding and digital marketing from the past week!  This week has a strong focus on advertising across various social media platforms, a new example of “brandscaping”, and a SlideShare on the top company pages on LinkedIn.

#1 – Are Facebook Ads a Failure – via ConvinceandConvert.com 

Premise: Despite the broadest audience and strong, growing revenues, Facebook’s ad platform is nowhere near what it originally stated it would be – finely targeted ads based on the individual users’ likes and clicks.  Facebook has given up on this thought due to its complexities and is focused on a more commonly used approach across digital platforms.

Thoughts: There is some strong wording in this write-up that revolve around an “adapt or die” premise.  The author points out that Facebook is simply responding to their stock price and meeting numbers vs. innovating.  The cursed comparisons to Myspace and AOL are made as well.

I’ve leveraged Facebook’s advertising platform for others and it is incredibly easy to use and the simple targeting it allows helps.  However, I do agree with the main point of the article in that it must continue to strive for what it originally promised and not rest on its laurels to meet its numbers.

#2 – “”Killing Kennedy” captures record ratings and engagement with TV ad targeting” – via blog.twitter.com    

Premise: National Geographic Channel leveraged Twitter’s ad platform to help promote its “Killing Kennedy” film.  This year was the 50th ‘anniversary’ of JFK’s assassination, so there was quite a bit of buzz around the anniversary itself.  The network used “Promoted Tweets” to those that were likely to have seen the TV promos.  The stars of the movie also promoted the movie through their own accounts.  Their agency monitored performance of each tweet and adapted on the fly.

All of this led to a ratings success for Nat Geo, with over 3.3 million viewers, making it the most watched show on the station ever.  The “#KillingKennedy” hashtag was the #1 trending topic and the web site experienced record traffic.

Thoughts: One of the findings from the on the fly adaptation of the tweets was that the messages from the stars of the movie were the most successful – which isn’t too surprising as this probably drove more of a direct connection with potential viewers.  If you are on Twitter, you are probably seeing more and more promoted tweets in your newsfeed and the algorithm they are using seems to be working, as my various accounts are getting more appropriate tweets in their respective feeds.  Have you used Twitter’s new ad platform yet?  If so, what do you think of it?

#3 – “How one tea store got a 360% ROI with Foursquare Ads” via AdWeek.com

Premise: A small tea shop chain in Illinois – Adagio Teas – leveraged Foursquare’s ad platform to drive foot traffic into their stores, driving a 360% ROI.  The person in charge of the tea shop’s marketing said that it made more sense to leverage Foursquare’s ad platform vs. Facebook, as the former would be attracting people who are out and about vs. those who are at work or home.

Thoughts: Our last ad platform article for this week focuses on Foursquare and their new ad platform.  This is a short, but good example of how small businesses can select the best channel to drive sales.  No two companies are going to be the same and you will need to continuously tweak your approach to find the right channel (and message).  Similar question: have you used Foursquare’s ad platform, and if so, what did you think?

#4 – “Newcastle Will Drive You Home, If You Talk About Its New Beer Through a Huge Megaphone the Whole Time” – via AdWeek.com   

Premise: In an effort to promote its new beer, Newcastle Cabbie Black Ale, the brand’s agency came up with a unique marketing approach, adding to the overarching “No Bollocks” campaign that the franchise has been using.  The agency used British taxis and would use them to be the designated driver for drinkers, under one condition: the drinker had to read out the marketing message in the cab while it was projected on a huge megaphone.  Newcastle is partnering with Taxi Magic, the most popular taxi app, in 60 different cities and expanding the campaign.

Thoughts: The results: 54 drinkers got home safely, 67 noise complaints, and a fantastic campaign that will now turn this into a brandscaping campaign between the two companies.  I love what Newcastle has been doing with the “No Bollocks” campaign and this is certainly a unique approach to driving word of mouth.

(In case you missed it, here is the book review posted earlier this week on “Brandscaping” by Andrew Davis.  I highly recommend putting this in your queue.)

#5 – “Announcing the Best LinkedIn Company Pages of 2013” – via blog.linkedin.com   

Thoughts: After asking for nominations, LinkedIn selected the top 10 company pages on the network.  While the tips for each of the ten brands/pages is slightly different, the overarching theme seems to stay the same: engaging content in one form or another.  Which of the ten selected here do you like the most?  Among these final ten, I would go with the Four Seasons and their YouTube videos.

Tweet of the Week:

In the spirit of the majority of stories from this week’s Sunday Musings, we’re continuing with the advertising theme for this week’s ‘Tweet of the Week’.  Google’s AdSense introduced new customized ad sizes to their platform so that you can make the appropriate adjustments to make them fit on your individual site.  The adjustments are available for both text and display ads.

Which social media advertising platforms are you currently using or considering to use in the future?  How are they working for you?  Let us know!

Thanks for taking a look through this week’s Sunday Musings – the top stories in branding and digital marketing from the past seven days!  Have a great week!

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