" 20% more likely to have positive perceptions of brands in the top paid-search position than those in second or third positions and 30% more likely to consider purchasing a product when the brand was at the top of paid-search results...". Package-goods and fast-food marketers: Ignore paid-search advertising at your own peril. That seems to be the message of new research by Publicis Groupe's MediaVest and Yahoo that finds search ads have a huge impact on brand awareness, perception and purchase intent -- even among consumers who never click on them. A study of more than 6,000 consumers
How to Balance Consumer-Generated Content With Brand Content? There is no denying the radical shift from companies and brands controlling their messages to consumers controlling them. From blogs to YouTube to social networking, consumers have a bigger, louder voice than ever. And they're being heard. Progressive companies are engaging consumers through blogs, video submissions, product reviews and consumer forums. But sites can get bogged down in unfiltered contributions. What's more, poorly written, irrelevant, false or incorrect submissions drive away high-quality consumers, and all reflect badly on your company.
"...Speedo is planning a nationwide publicity tour for Mr. Phelps and other Olympians at the end of August to coincide with the introduction of more-general-market-oriented swimsuits based on the same technology as the LZR racer suits worn in the Olympics...". Other marketers may have spent more, but no brand has benefited from the early days of the Olympics more than Speedo. As of Wednesday afternoon, 24 of the 25 swimming gold medals awarded had gone to swimmers wearing Speedo suits. And American swimmer Michael Phelps, whose bid to become the most decorated Olympian in history
Marketers Love Conversation, Unless the Consumer Starts It
Written by Webmaster
Wednesday, 13 August 2008
"...Listening Gets You More Than Complaints -- You Get Positive Brand Association and Word of Mouth...Take a mega brand such as McDonald's, which aggressively spends billions to position itself around ease, convenience and service (e.g. "We make you smile")...". If the consumer voice is so important these days, why are brand feedback, or "contact us," forms so get-out-of-my-face unfriendly? I dare you to find a feedback form that winks even a quasi-friendly smile. And if you find one that allows consumers to truly communicate in their native voices -- complete with links,...
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How to Balance Consumer-Generated Content With Brand Content? There is no denying the radical shift from companies and brands controlling their messages to consumers controlling them. From blogs to YouTube to social networking, consumers have a bigger, louder voice than ever. And they're being heard. Progressive companies are engaging consumers through blogs, video submissions, product reviews and consumer forums. But sites can get bogged down in unfiltered contributions. What's more, poorly written, irrelevant, false or incorrect submissions drive away high-quality consumers, and all reflect badly on your company. 
"...Speedo is planning a nationwide publicity tour for Mr. Phelps and other Olympians at the end of August to coincide with the introduction of more-general-market-oriented swimsuits based on the same technology as the LZR racer suits worn in the Olympics...". Other marketers may have spent more, but no brand has benefited from the early days of the Olympics more than Speedo. As of Wednesday afternoon, 24 of the 25 swimming gold medals awarded had gone to swimmers wearing Speedo suits. And American swimmer Michael Phelps, whose bid to become the most decorated Olympian in history 
"...Listening Gets You More Than Complaints -- You Get Positive Brand Association and Word of Mouth...Take a mega brand such as McDonald's, which aggressively spends billions to position itself around ease, convenience and service (e.g. "We make you smile")...". If the consumer voice is so important these days, why are brand feedback, or "contact us," forms so get-out-of-my-face unfriendly? I dare you to find a feedback form that winks even a quasi-friendly smile. And if you find one that allows consumers to truly communicate in their native voices -- complete with links,... 
