Archive for the 'Erie Ad Club' Category

How the web is driving the new rules of marketing and PR

Did You Know…

92% of people use the Web to evaluate purchase options, yet less than 30% of businesses allocate dollars for online marketing.

 

Over 30 % of online visitors go to social media sites.

 

Gen Y (aged 18 to 28) is the most Internet-savvy group, spending more time online than they do watching television, with 42 percent watching online video at least once per month.

 

The older Generation X (aged 29 to 42) also use technology extensively for more task driven needs, especially when they intersect with business and family.

 

*This research is part of Forrester’s 2008 North America Technographics Benchmark survey which gathered data from around 61,000 consumers in the US and Canada.

 

 

“The New Rules of Marketing and PR” – How to use news releases, blogs, podcasts, viral marketing and online media to reach your buyers directly

For decades, marketers have relied on buying expensive advertising and begging for media coverage. We interrupted “prospects” with our egotistical “messages” in the hopes of generating interest from buyers (who usually ignored us anyway), but the Internet is a marketing channel that is dramatically changing how we perform. As marketers, we must shift our thinking from mainstream marketing to the masses to a strategy where we target specific audiences and niches we want to reach.

Writing news releases is no longer just for when we have big news.  Now we write news releases that highlight our ideas and stories and we distribute them online so that our buyers and constituents can get them on the news search engines and vertical content sites.  As Meerman points out, the “Internet has made public relations public again after years of almost exclusive focus on media.”

The online marketing channel requires more than a big idea with great creative and a one-way message. Smart marketers now communicate with buyers through content rich Web sites, blogs, YouTube videos, e-books, and other online media that buyers actually want to consume. To succeed in marketing online, we need to adapt to using these very direct and interactive social media strategies. These mediums help us communicate and engage customers in places where we have no physical presence but where the customer can find out about what we offer and how we can meet their needs. The products and services offered by tuned-in companies resonate with people who willingly buy without being coerced. 

 If you would like to learn some of the new criteria for marketing & PR and how to succeed in a digital world, then come listen and ask questions of David Meerman Scott, a nationally renowned speaker and best-selling author of The New Rules of Marketing and PR.

 Scott will be the keynote speaker at the Advertising Federation of Northwest Pennsylvania’s Erie Ad Day on Thursday, September 25 from 8 a.m. to 2 p.m. at the Sheraton Erie Bayfront Hotel, 55 West Bay Drive, in downtown Erie. The full-day professional development event will focus on the theory, tactics and technologies driving the advertising and marketing communications industry.

Learn how to leverage the potential that Web-based communication offers. A step-by-step action plan for harnessing the power of the new rules of marketing and PR will be provided, showing how to identify audiences, create compelling messages, get those messages to the most consumers possible, and lead those consumers directly into the buying process. Told with many case studies and real-world examples, this a practical discussion about the new reality of PR and marketing.

 Register online at: http://www.afnwpa.org/membership/creative_spark_registration

Or register by phone at (814) 451-8677.

Listen to Podcast

Get the lowdown on the New Rules of Marketing and PR in a podcast interview with David right here:   http://www.ebizitpa.org/audio/davidMScott.asp

 

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Erie Ad Club

Getting involved with the Erie Ad Club was probably the most profound and most fun professional development experience ever. From committee, to board, to office, to President, you work side-by-side with the best talent in the region. I learned so much from working with industry leaders, media and agency professionals, and even competitors. Everyone worked together on programs and events. And where else could you execute such edgy and over the top creative strategies that a client normally wouldn’t risk? Early on as a member, I remember Bob Lowry (photographer & past president 1990) asking me to get involved with the Rooster Awards committee. In those days you worked your way up from committee to officer over five years, and everyone worked on the Roosters. Anyway, the next year Bob setup an application program using an early version of Filemaker so we could register the hundreds of Rooster entries on a MAC computer. I remember we were awed and amazed at how streamlined the whole process was. It was fantastic.

Making a serious commitment to help make the club a success was something I learned early on and I know how many other individuals and businesses commit their talent, resources and services to support the club so it can thrive.

Participate and celebrate the industry next week at:

Advertising Week Erie!
September 17-21, 2007

…I have no doubt at next years celebration one of the days events will focus on Online Advertising.

AOL Advertising Sales Manager Gary Sherwood Addresses Local Erie Advertisers

Erie Ad Club LogoThe much anticipated Erie Ad Club new members’ luncheon took place today at the Erie Club, with a very large turnout. The 70 seats that had originally been reserved looked to have increased quite a bit, creating a buzz of anticipation and excitement in the meeting room. Soon after the attendees had helped themselves to a lunch spread of salad, sandwiches, soups, and cookies, Gary Sherwood, Advertising Sales Manager of AOL Media Services, was introduced and took the mic.AOL

His comprehensive presentation consisted of a broad overview of the current state of the online advertising market in comparison to past years and other advertising and marketing mediums that are being utilized by advertisers and marketers. Sherwood began with consumer behaviors and what they mean for companies. The first characteristic of internet users was identified as the idea of multi-tasking. The amount of available consumer media in our world has exploded in the past years with the growth of recent technologies. Despite this growth, there remains only 24 hours in a day to try to consume all of this information and entertainment. This has resulted in a general tendency to multi task, and the use of technology to compress content and time. Time, in the online space, is all relative.

TiVoAn example Sherwood cited was TiVo, “Who would have thought five years ago that one hour of television could be watched within 40 minutes, or a three hour football game could be watched within a half hour?”

Sherwood continued by outlining four factors that are driving this multi-tasking activity in users:

1. Broadband as mainstream

2. Searching

3. Limitless distribution channels and the vast amount of user generated content.

4. Online video streaming.

One hundred and seventy six million people are online in the US today, and more than 50% of them have access to broadband internet from their own homes. This broadband becoming a mainstream, and in some cases a necessity, has led to a change in users’ online habits, spending more time on the internet, and more likely to become creators and distributors of the content itself.Google

Users who go to the internet to look for a certain company, location, or information about a topic, stop first at a search engine. There are 6.4 billion monthly searches on the Google search engine alone. This search feature is a way of organizing online behavior, which can be greatly utilized by advertisers seeking prospects through search marketing. This solution is available to all levels of companies, even those who do not have a large marketing budget, because a max spending amount per month can be set, and companies only pay when their links are clicked.

YouTubeThe streaming of video streams in 1999 was about one billion. In contrast, the estimated amount of video streams in 2007 will be 35 billion. As you can see, the popularity of video streaming has exploded, and includes users viewing television shows, movies, selected clips, popular advertisements, or random videos on sites such as YouTube.

Online advertising facilitates a one to one, interactive relationship from the first step of awareness all the way through to the transaction. It allows companies and their customers to engage in a unique dialogue that other mediums can not compete with. It is also measurable in real time. Companies can track clicks, which pages of a web site the user clicked through to, how much time they spent on the page, and many other factors almost immediately.

Gary Sherwood concluded his presentation by summarizing his presentation with the comment that the online world is the ultimate on demand user format, where the consumers are in control of the content. When they log online, they are either looking for something that will make their life easier at that moment, or communication with the online community.

Facebook LogoAt this point in the luncheon, Sherwood opened it up for questions about online advertising in general. An extremely interesting question, in my opinion, was asked about the potential of social networking sites as marketing or advertising venues. Sherwood replied that he did not know the specifics of that medium and how it works, but he stated his personal opinion about what should be done, if in fact is not being carried out already. Users of these social networking sites, such as Facebook or MySpace, usually enter massive amounts of personal information about themselves, including particular interests, occupations, geographical location, etc. The social networking sites themselves could then used this self-proclaimedMySpace Logo information to segment these individuals into different “buckets.” This way, those who are interested in sports would see narrowly segmented sports advertisements when logged into the site.

I, personally, know that Facebook does something similar to this. Advertisers can choose to reach only those individuals that are in certain “networks,” or geographical areas. To some extent, Sherwood’s opinion on the ideal way to advertise on social networking sites is already being implemented. However, it seems that advertisers should be able to segment even more, leading to more of that interactive one to one relationship we discussed before.Amazon Logo

Another interesting topic brought up in the Q&A was the idea of websites “remembering” your information to make it easier for users to fill out forms, initiate transactions, etc, as well as to help the website’s company to appeal to you. For example, Amazon’s website recommends different products that you may be interested in based on the selections it “remembered” you either looked at or purchased. Sherwood explained that these websites work by tracking the IP addresses, which are unique for every computer. The site “cookies” the user every time he or she browses the website or clicks a link. The site will “remember” the actions taken by that computer in order to appeal more to the users.

This presentation was an extremely good overview of e-marketing. However, there are numerous aspects that weren’t touched on, simply because of the short nature of the luncheon. However, we would like for you to continue the dialogue about these different types of media being used for marketing. What do you think about the potential of social networking sites as a marketing medium? Does “cookie-ing” an individual invade their privacy? What about blogging or podcasting? Are these media appropriate for marketing?


eMarketing Special Interest Group

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