Daily Resource Feed 08/03/2013
Posted: August 3, 2013 Filed under: Uncategorized
Advertisers Boost Social Ad Budgets in 2013 – eMarketer
“eMarketer estimates that US advertisers will spend $4.1 billion on paid social media ads this year, rising to $5 billion in 2014.”
Digital Ad Spend and Investment | Social Media Today
Digital (and social) ad spending
MOVIES AND MYSPACE: THE EFFECTIVENESS OF OFFICIAL WEB SITES VERSUS ONLINE PROMOTIONAL CONTESTS – Tags: MOTION pictures — Internet marketing WEBSITES
“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.”
Emerald | American Journal of Business | To Play or Not to Play: An Exploratory Content Analysis of Branded Entertainment in Facebook
“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.
Beyond convergence: Confluence culture and the role of the advertising agency in a changing world | Sheehan | First Monday
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 Creativity Challenge: Media Confluence and Its Effects on the Evolving Advertising Industry | JIAD
“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.”
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
Posted from Diigo. The rest of SocialMedia&Marketing group favorite links are here.