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More Brands Eyeing the Interactive TV Ad Format

Just before the start of the holidays a handful of companies announced plans to add interactive TV to their online marketing strategies. InterContinental Hotels Group said it would expand its booking solution across the Android platform for the Kindle Fire and other Android tablets --- as well as Google TV. "As consumers embrace new devices like tablets and interactive televisi  [...]
Posted: Wednesday, December 28th 2011

A Last-Minute Holiday Survival Checklist for Companies

eMarketer estimates US retail ecommerce holiday sales will rise 16.8% this year compared to last, reaching $46.7 billion. That is a growth rate nearly five times as fast as the overall retail industry--and a wave of spending that no brand can afford to miss. Yet missed or fumbled online sales opportunities will happen--not because of consumer frugality, although certainly that will be a factor. No, brands will lose ou  [...]
Posted: Monday, November 21st 2011

The Art and Science of the Online Apology

Companies have learned over the decades that customers can be mollified for just about any sin it might commit - except perhaps outright negligence - with a forthright apology. This rule still holds true for online communications and channels, in fact, doubly so. Indeed, as such channels proliferate and the conversation between companies and customers becomes every more interactive, so must the apology. An Email Unsubscribe Mishap Leads to Multiple Calls Backs  [...]
Posted: Wednesday, July 27th 2011

New Regs Coming for E-Mail Marketers

New privacy legislation introduced in the House of Representative last month along with two recent actions by the Federal Trade Commission suggest that email marketers are likely to find new regulations - and new interpretations of existing legislation -  impacting their industry. There are several provisions in a proposed bill on online privacy that are worrisome to the industry, according to comments made by panelists during the annual Email Experience Council's legislative webinar update.  [...]
Posted: Wednesday, June 2nd 2010

Consumers Less Satisfied with Online Banking

US online consumers are generally less satisfied with bank and credit card institutions today than in 2009 or 2008, according to the comScore annual State of Online Banking Report. Banks, Credit Card Firms Lose Satisfaction, Brokerages Gain In 2010, 70% of survey respondents reported being "highly satisfied" with their primary bank, a marginal  [...]
Posted: Friday, May 14th 2010

4 Additional Ways to Sell to Mobile Consumers

Local coupons.  Check. The ability to pay for a purchase directly from your phone. Check. Maybe a touch of augmented reality technology to add some flair.  Check. These have become the staples of any sophisticated mobile marketi  [...]
Posted: Tuesday, March 30th 2010

eBay Launches Rainforest Preservation Marketing Efforts

eBay has launched two green initiatives to position itself as a conservationist in the eyes of consumers. The online marketplace has unveiled a new green shopping hub that will help consumers find millions of green products, and launched its eBay Green Team Challenge that commits the online giant to save up to a quarter of a million acres of rainforest for consumers who reuse,   [...]
Posted: Thursday, March 11th 2010

4 Things to Remember As You Twitter

Recently Alex Payne, an engineer at Twitter, posted the following message: "If you had some of the nifty site features that we Twitter employees have, you might not want to use a desktop client. (You will soon.)" This seemingly benign Tweet, which has since been deleted from Payne’s Twitter stream, resulted in storm among third party Twitter developers - and inspired a revisit of rules marketers should keep in mind as they use this medium to promote their own companies and products.   [...]
Posted: Monday, March 8th 2010

Southwest, Smith Clash Illustrates Blogs' Marketing Role

It has been suggested that social media has pushed aside, to a certain extent, more traditional forms of marketing outreach such as press releases and corporate blogs. But the recent clash between Southwest Airlines and actor-director Kevin Smith illustrates blogs are necessary when you have a story to tell that goes beyond 140 characters. They also, when the content is compelling enough, can outperform other forms of marketing. Person of Size The clash between Smith and S  [...]
Posted: Tuesday, February 16th 2010

1.1M Nestle Cookies Sent in Virtual Goods Campaign

A recent virtual goods campaign for Nestle Toll House resulted in more than 1.1 million Nestle Toll House virtual cookies sent, an ad engagement rate of 3% and a 17% purchase intent lift of 17%. For users on Facebook who participated in the campaign that translated into more than 4,300 photos uploaded. The campaign, developed by AdNectar, inserted Nestle Toll House branded cookies into the catalogs of top Facebook applications. As people sent them, an  [...]
Posted: Tuesday, January 19th 2010

Email Marketing: 'When' is Just as Important as 'What'

Timing in an email marketing campaign - that is, deciding on what day or even what time of day the send button gets hit - is as important as actually crafting the message and selecting which segmented group of customers will receive it. Unfortunately, though, that decision is rarely given the same level of attention. Getting the timing just right, though, is becoming even more important as email marketers find themselves competing for customers' attention, not only against other email message  [...]
Posted: Monday, December 28th 2009

Vaseline's Interactive Ad Gets Skin in the Game

A pre-role ad for Vaseline's Sheer Infusion skin lotion has generated more viewer engagements than typical pre-roll ads because of the interactive features embedded in the video, according to video ad network ScanSout. ScanScout ran a campaign for the Unilever brand this fall using a new ad format it recently introduced called "Super Pre-Roll Unit." It's a normal pre-roll, but  [...]
Posted: Monday, December 21st 2009

McDonald's Augments Brand with Avatar Campaign

McDonald's is introducing its own version of augmented reality - marketing-style - in conjunction with this Friday's opening of the expected blockbuster film Avatar. The fast food chain has developed an interactive game that explores Pandora, the world where Avatar takes place, via high-resolution, 360-degree views - among  [...]
Posted: Thursday, December 17th 2009

Delta's DOOH Campaign Targets New York Frequent, Int'l Flyers

A digital out-of-home campaign aimed at increasing awareness of Delta Airline's flight schedule in the New York City area accomplished its task - by a measure of more than 28%. From February to mid June, the airline and its ad agency, Digitas, ran a campaign using both DOOH and traditional media.  Edison Research, which surveyed consumers prior to the launch and during it, also found that business travelers' perception of Delta's international schedule increased by 26% and overall awareness b  [...]
Posted: Wednesday, December 16th 2009

Does Whitelisting Work? Origins Test Says Yes

Sender reputation is still an important metric for email marketers to monitor even as ISPs shift to a domain-based reputation system. Whitelisting is a key tactic in maintaining a positive sender reputation - and as a recent test by Origins Natural Resources Inc., discovered, it can also le  [...]
Posted: Wednesday, December 16th 2009

Retailers Invest in Search Tech

In growing numbers, retailers are upgrading their website's search functionality to make it easier for customers to find specific products or sizes. The enhancements are long in coming for the retail industry, which has treated search as a second tier function, providing only rudimentary functionality - a fact that Google highlighted when it rolled out Google Commerce Search, a $50,000 search engine for   [...]
Posted: Monday, December 14th 2009

Grocery Stores Spiff Up Digital Offerings

Grocery stores are increasingly turning to digital strategies - from mobile Apps to industry-specific ad platforms - to enhance their overall sales. An example of the former is Whole Foods Market, which rolled out an iPhone App earlier this year and has now launched a version of its e-commerce site optimized for web-enabled mobile devices  [...]
Posted: Friday, December 11th 2009

Cox Keeps ValPak Now That It's Digital

Cox Enterprises has decided to keep Largo, Fla.-based Valpak in its corporate family after announcing last year that it was exploring its sale. A number of factors no doubt went into this decision, including the likely dearth of offers during the sharp recession. However Valpak has begun to aggressively enter new forms of media - and Cox has said it believes it has a promising future   [...]
Posted: Friday, December 11th 2009

Luxury Retailers Gravitate to Stigma-Free Mobile Coupons

Certain brands like Crate & Barrel are more willing to offer coupons via smartphones compared to traditional avenues. That's because mobile coupons - delivered via sleek and expensive smartphones - are sexy and novel, says Greg Grunberg, co-creator of Yowza, a mobile computing application that allows users to search for nearby, participating retailers either via zip code or by using the device's GPS. Retailers in Yowza's program include Toys R' Us, Babie  [...]
Posted: Wednesday, December 9th 2009

EyeBuyDirect Builds Sales with Share-to-Social, Analytics

EyeBuyDirect.com, a site that sells prescription eyeglasses, has been using a mix of strategies to convert causal browsers to sales. These strategies range from virtual imaging tools for the frames, to simple online surveys, to feedback analytics - to a twist on the push to social buttons that are becoming prevalent on email marketing messages. The multi-tiered approach has been a winning one, according to Roy Hessel, CEO of EyeBuyDirect.com: the sit  [...]
Posted: Tuesday, December 8th 2009