Daily Resource Feed 08/03/2013

  • “eMarketer estimates that US advertisers will spend $4.1 billion on paid social media ads this year, rising to $5 billion in 2014.”

    Tags: smm, chp1, budgeting, 2013, emarketer, v2

  • Digital (and social) ad spending

    Tags: chp1, smm, budgeting, infographic, 2013, v2

  • “Few studies have examined the effects of Internet promotions within social networking sites. This study uses a comparison of online survey results from an official movie site and a movie contest promotion within a MySpace site to examine the effectiveness of the two online promotional tactics. Results indicate that overall the official Web site was more effective than the MySpace promotional page at increasing intent to see the movie. However, on the basis of the findings, the authors believe the most effective campaign would use both an official Web site and a social networking site. This study suggests additional research to explore the effectiveness of advertising messages on social network platforms and understand how users interact and respond to messages within these social communities.”

    Tags: smm, chp8, sales promotion, movies, myspace, research, 2010, jia, Mabry, Porter, stats, v2, lit

  • “Employing the conceptual framework of play themes, this study examined and reported the product categories that presented branded entertainment the most, the different types and features of branded entertainment, and how various play themes were incorporated in branded entertainment in the context of Facebook brand profile pages. The major findings were consistent with the conceptual framework and literature on branded entertainment. Some unexpected findings were also provided and discussed. The line between entertainment and marketing communication has become increasingly blended or even erased during recent years, particularly in the Internet context. Researchers and practitioners are highly interested in the marketing potential of branded entertainment since it may boost brand awareness and build strong consumer-brand relationships. Little academic research to date has been conducted to systematically study branded entertainment on the Internet. This study is a nascent attempt to understand branded entertainment in user-centered social networking websites (SNWs), since young users are shifting away from other online media to SNWs. Branded entertainment may help marketers gather segmented yet fun-seeking SNW users and deliver nonintrusive marketing messages to them.

    Tags: smm, chp5, chp7, branded entertainment, zhang, 2010, jb, research, stats, v2, zones

  • Tags: advertising, confluence, sheehan, 2009, media, digital, cgm, chp2

    • To succeed in the confluence culture, agencies must rethink content, and move away from what Deuze (2007) terms show–and–tell advertising to proving content for consumers to create their own stories.
    • Engagement is a consumer relationship that recognizes that people are inherently social and look to create and maintain relations not only with other people, but also with brands. An engagement perspective changes the view of a brand from a transactional perspective of a brand addressing a transient need to an interactional perspective where the brand story becomes part of a person’s own story about him or herself.
    • society has experienced a significant cultural shift to a digital culture (Deuze, 2006), also known as a convergence culture (Jenkins, 2006). The idea of convergence, though, is not as relevant to consumer generated media as a term we prefer, a confluence culture. A confluence is a place where things merge or flow together, where the obsolete is sloughed off and strengths naturally evolve as the core is enhanced. Confluence culture, for media industries, is the situation where traditional methods of work adapt to embrace the new reality of interactive content.
  • “The advertising landscape has experienced dramatic change over the past several years, as consumers spend more time online, have more control over traditional advertising vehicles, and chose to create and share their own content. As a result, some advertisers are evolving to a confluence culture where traditional methods of work must adapt to embrace the new reality of interactive content, emerging media, and production/consumption methods. In this essay, we show how agencies like 22squared and advertisers like CNN are finding new ways to connect with consumers and build their brands. Implications for professionals and educators are provided.”

    Tags: advertising, confluence, sheehan, 2009, creativity, challenge

    • The Buffalo Wild Wings restaurant
      chain and its agency 22squared used the storytelling concept to move
      beyond advertising the chain’s attributes (i.e., food and sports on
      televisions) and instead create an image of a clubhouse where camaraderie
      is easy to find. The agency believes that sports, jokes, and competition
      represent the “social currency” of the target, so it makes these
      three things part of every brand story. All messages have a strong attitude
      that clearly resonates with the target audience; the agency uses the
      voice of these messages as the key means to differentiate Buffalo Wild
      Wings from other restaurants. Television ads set up the story, and then
      the story moves online to the social media space where patrons can organize
      their social lives, using the clubhouse as the physical meeting place.
    • The result of using such brand
      stories, according to Jenkins (2006, p. 3), is that “every important
      story gets told, every brand gets sold, and every consumer gets courted
      across multiple media platforms.” Confluence, then, occurs when media
      industries are less task bound and merge together to allow content to
      flow freely among them, empowering technologies and practices that are
      both adaptive and associative in nature.
    • To succeed in the confluence
      culture, agencies must rethink content, moving away from what Deuze
      (2007) terms “show and tell” advertising and toward proving content
      for consumers to create their own stories. Agencies must find more ways
      than ever before to bring consumers into the advertising process. Deuze
      (2007) also imagines a flattening hierarchical relationship between
      the agency and the consumer as agencies adapt to this new engagement
      model; he uses the term “bricolage” to describe the remixing, reconstructing,
      reusing, and repurposes of audio, visual, and textual content. It simultaneously
      consists of repurposing and refashioning the old while using and making
      the new.
      • We envision four key challenges:

        • Engagement challenge:
          reinventing the mass message model.
        • CGM challenge: helping
          consumers tell stories.
        • Social media challenge:
          playing in a new landscape.
        • Training challenge:
          growing talent with creative vision

Posted from Diigo. The rest of SocialMedia&Marketing group favorite links are here.


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