Taking a Moment

<div class="separator" style="clear: both; text-align: center;"><a href="http://farm4.static.flickr.com/3613/3513362631_746e0c7495_b.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" height="306" src="http://farm4.static.flickr.com/3613/3513362631_746e0c7495_b.jpg" width="320" /></a></div>Marketing campaigns march on - day in, day out, week after week, every year. Yet for all of the effort that goes into each, they have a finite existence. Sometimes it's a few weeks, other times, it's a few months. But the reality is, campaigns die. Sometimes we remember them; many times they're eminently forgettable.<br /> <br /> This is neither good nor bad; it's just the way it is. It's how the business world has functioned and what we've been driven to expect, based on product lifecycles and necessarily limited marketing budgets.<br /> <br /> But today, on Memorial Day, let's take a moment to pause in the midst of our media planning, site analytics and lead generation to remember that our time here is limited, and if we're lucky, we'll be able to improve our industry and the lives of others while we're here. Our work may be fleeting, but our greater purpose can be more than that.<br /> <br /> In that spirit, I give you the famous World War I poem "<a href="http://www.arlingtoncemetery.net/flanders.htm">In Flanders Fields</a>," by Lieutenant Colonel John McCrae, MD (1872 - 1918) of the Canadian Army to reflect upon.<br /> <div class="separator" style="clear: both; text-align: center;"><a href="http://3.bp.blogspot.com/_Wgi7DTsDt2g/TAMxqAhd2XI/AAAAAAAAB6M/boFMAbq4c3A/s1600/in-flanders-field-copy-of-original-signed-001.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="400" src="http://3.bp.blogspot.com/_Wgi7DTsDt2g/TAMxqAhd2XI/AAAAAAAAB6M/boFMAbq4c3A/s400/in-flanders-field-copy-of-original-signed-001.jpg" width="242" /></a></div><br /> <div style="text-align: center;">In Flanders fields the poppies blow</div><div style="text-align: center;">Between the crosses, row on row,</div><div style="text-align: center;">That mark our place; and in the sky</div><div style="text-align: center;">The larks, still bravely singing, fly</div><div style="text-align: center;">Scarce heard amid the guns below.</div><div style="text-align: center;"><br /> </div><div style="text-align: center;">We are the Dead. Short days ago</div><div style="text-align: center;">We lived, felt dawn, saw sunset glow,</div><div style="text-align: center;">Loved, and were loved, and now we lie</div><div style="text-align: center;">In Flanders fields.</div><div style="text-align: center;"><br /> </div><div style="text-align: center;">Take up our quarrel with the foe:</div><div style="text-align: center;">To you from failing hands we throw</div><div style="text-align: center;">The torch; be yours to hold it high.</div><div style="text-align: center;">If ye break faith with us who die</div><div style="text-align: center;">We shall not sleep, though poppies grow</div><div style="text-align: center;">In Flanders fields.</div><br /> For those who have come before and served well - in the armed forces as well as in our respective industries, let us always remember.<br /> <br /> <i><span class="Apple-style-span" style="font-size: small;">Image credit: <a href="http://www.flickr.com/photos/12285897@N00/3513362631/">Fr Antunes (Flickr)</a></span></i><br /> <i><br /> </i>

Taking a Moment

Marketing campaigns march on - day in, day out, week after week, every year. Yet for all of the effort that goes into each, they have a fini...

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Online Ad Targeting Is Pretty Much Like Dating

<div class="separator" style="clear: both; text-align: center;"><a href="http://farm3.static.flickr.com/2413/2227552440_42ae982102.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" height="230" src="http://farm3.static.flickr.com/2413/2227552440_42ae982102.jpg" width="320" /></a></div>It turns out that it's pretty simple to understand what women want. All you have to do is ask them. Of course, you have to be listening and willing to put it into practice. Having been married for nearly 9 years, I'm no genius at dating; but there are some parallels here that even my feeble brain can pull out.<br /> <br /> In March of this year, behavioral targeting company <a href="http://www.qinteractive.com/">Q Interactive</a> did just that when they surveyed 1,800 female Internet users about the practice of targeted advertising. It turns out that women are actually okay with it - to the extent that they view it positively and actually want <i>more</i> of it.<br /> <br /> When faced with an online ad that was closely aligned with their interests or activities, only 11% thought it was "weird," while nearly 66% thought it was "cool." Admittedly, this is when faced with ads from trusted brands. There's no indication how the respondents felt when such targeted happened from untrusted or unknown brands, however.<br /> <div class="separator" style="clear: both; text-align: center;"><a href="http://3.bp.blogspot.com/_Wgi7DTsDt2g/S_DT1CZIQxI/AAAAAAAAB5c/EFvcGeCjsMA/s1600/emarketer1.gif" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" src="http://3.bp.blogspot.com/_Wgi7DTsDt2g/S_DT1CZIQxI/AAAAAAAAB5c/EFvcGeCjsMA/s320/emarketer1.gif" /></a></div><br /> With the <a href="http://www.scottmonty.com/2010/04/in-future-well-all-have-15-minutes-of.html">recent uproar about Facebook's privacy policy</a> - or rather their public handling of their privacy policy changes - the trust factor becomes even more important. And that's borne out in the survey, which states that over half of the respondents indicated that trust was a prerequisite to targeted ads.<br /> <br /> This really isn't too different from the dating scene, where you want to get to know your partner before you give more information or get more deeply involved.<br /> <br /> So once women have been effectively targeted online by their trusted brands, what kind of information do they want? According to the survey, they want more than just your latest bargain or special offer; they want you to get to know them, to share more valuable information, and to have regular and consistent communication with them. Again, pretty much like in real life. :-)<br /> <div class="separator" style="clear: both; text-align: center;"><a href="http://4.bp.blogspot.com/_Wgi7DTsDt2g/S_DT3LqxUnI/AAAAAAAAB5k/SgvlokOKu4g/s1600/emarketer2.gif" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" src="http://4.bp.blogspot.com/_Wgi7DTsDt2g/S_DT3LqxUnI/AAAAAAAAB5k/SgvlokOKu4g/s320/emarketer2.gif" /></a></div><br /> This kind of stuff isn't rocket science  <embed allowscriptaccess="always" flashvars="auto_play=false&clip_pid=dmgtmtxjpx&e=&id=1_f8e0f432_6176_11df_98bc_0019b9e56dac&skin_pid=wfxswdnlkf" height="30" id="1_f8e0f432_6176_11df_98bc_0019b9e56dac" name="1_f8e0f432_6176_11df_98bc_0019b9e56dac" pluginspage="http://www.macromedia.com/go/getflashplayer" src="http://media.entertonement.com/embed/OpenEntPlayer.swf" type="application/x-shockwave-flash" width="300" wmode="transparent"></embed> (or brain surgery, for that matter) - it's really just a matter of common sense.<br /> <br /> It's time to step away from the algorithm-driven, data collecting, automated approach and to start integrating a little humanity into the process. Through a strong CRM system that hits a number of touchpoints - email, social networks, purchase history, customer service interaction - we can begin to paint a better picture of each customer that allows us to give them a deeper sense of trust and more relevant information.<br /> <br /> At the risk of oversimplification, if we can remember how people like to be courted and spoken with in the real world, and apply that formula to how we treat our customers, we might surprise ourselves with some response rates, pass-alongs, recommendations and loyalty numbers that are higher than we've seen in the past. That means more second (and third) dates.<br /> <br /> <div class="separator" style="clear: both; text-align: center;"><a href="http://farm1.static.flickr.com/6/7538598_befd393b0f.jpg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" height="134" src="http://farm1.static.flickr.com/6/7538598_befd393b0f.jpg" width="200" /></a></div>Unless, of course, you're so nice that you end up being the brand that gets the "you're like a brother to me" line.<br /> <br /> Are there some other salient points that I may have missed (due to my lack of dating skilz or the hour of this posting)? Or am I completely off base here? Add your two cents in below.<br /> <br /> UPDATE (5/19/2010): Just in case you need a few "sweet nothings":<br /> <object height="430" width="480"><param name="allowfullscreen" value="true" /><param name="allowscriptaccess" value="always" /><param name="movie" value="http://media.theonion.com/flash/video/onn_player.swf?videoid=17470&embedded=true&host=http://www.theonion.com" /><param name="wmode" value="transparent" /><embed src="http://media.theonion.com/flash/video/onn_player.swf" type="application/x-shockwave-flash" allowScriptAccess="always" allowFullScreen="true" wmode="transparent" width="480" height="430" flashvars="videoid=17470&embedded=true&host=http://www.theonion.com"></embed></object><br /> <a href="http://www.theonion.com/video/new-google-phone-service-whispers-targeted-ads-dir,17470/">New Google Phone Service Whispers Targeted Ads Directly Into Users' Ears</a><br /> <br /> <i><span class="Apple-style-span" style="font-size: small;">Photo credits: </span></i><i><a href="http://www.flickr.com/photos/25654510@N00/2227552440/"><span class="Apple-style-span" style="font-size: small;">ATIS547</span></a><span class="Apple-style-span" style="font-size: small;"> & </span><a href="http://www.flickr.com/photos/75698896@N00/7538598/"><span class="Apple-style-span" style="font-size: small;">Steven Vance</span></a></i><br /> <i><span class="Apple-style-span" style="font-size: small;">Images courtesy of </span></i><i><a href="http://www.emarketer.com/Article.aspx?R=1007697"><span class="Apple-style-span" style="font-size: small;">eMarketer</span></a></i>

Online Ad Targeting Is Pretty Much Like Dating

It turns out that it's pretty simple to understand what women want. All you have to do is ask them. Of course, you have to be listening ...

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Are You Measuring What's Important?

<div class="separator" style="clear: both; text-align: center;"><a href="http://3.bp.blogspot.com/_Wgi7DTsDt2g/S-QwlHVgJuI/AAAAAAAAB3s/DmI0jxWTBoA/s1600/Mouse+evolution.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" src="http://3.bp.blogspot.com/_Wgi7DTsDt2g/S-QwlHVgJuI/AAAAAAAAB3s/DmI0jxWTBoA/s320/Mouse+evolution.jpg" /></a></div>We often talk about social media ROI being measured differently. These are different behaviors and we should be applying new and different measurement standards, right? One of my favorite demonstrations of this is <a href="http://kdpaine.blogs.com/kdpaines_pr_m/2009/05/the-originial-hits-how-idiots-track-success-speech.html"><b>K.D. Paine's legendary acronymn HITS = How Idiots Track Success</b></a>.<br /> <br /> A recent eMarketer article asked <a href="http://www.emarketer.com/Article.aspx?R=1007679"><b>Is the Click Still King?</b></a> To the average user, there are so many ways to engage with a site. So you would think that there would be more  relevant and prevalent ways of measuring success. But take a look at the top methods that both the <a href="http://www.cmocouncil.org/">CMO Council</a> and <a href="http://chiefmarketer.com/">Chief Marketer</a> respondents indicated were important:<br /> <br /> <div class="separator" style="clear: both; text-align: center;"><a href="http://4.bp.blogspot.com/_Wgi7DTsDt2g/S-Qyk8dKf3I/AAAAAAAAB30/-iwptgoBTNU/s1600/metrics114794.gif" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="400" src="http://4.bp.blogspot.com/_Wgi7DTsDt2g/S-Qyk8dKf3I/AAAAAAAAB30/-iwptgoBTNU/s400/metrics114794.gif" width="256" /></a></div><br /> <div class="separator" style="clear: both; text-align: center;"><a href="http://1.bp.blogspot.com/_Wgi7DTsDt2g/S-QynIzWBiI/AAAAAAAAB38/68qD8HAtrtk/s1600/Metrics114842.gif" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" src="http://1.bp.blogspot.com/_Wgi7DTsDt2g/S-QynIzWBiI/AAAAAAAAB38/68qD8HAtrtk/s320/Metrics114842.gif" /></a></div><br /> Click-throughs and website views. How very 1999.<br /> <br /> Although, I will give the CMO Council the edge on this one, with looking at registrations, which tells you a little bit about actions taken and level of commitment to engage. That's a positive thing. But it seems like we're still treating the Web like a version of television, where "eyeballs" are what's important.<br /> <br /> Take a look farther down those charts and see some of the interesting ways of measuring success: content download, transactions, engagement (which is a little vague), and increased knowledge. Those are all methods of demonstrating effectiveness that can determine your content strategy and marketing channels moving forward. But ultimately, each time a campaign is launched, the methodology for measurement needs to be customized to the goal at hand. Click-throughs and hits are not a universal metric for every campaign.<br /> <br /> Some metrics that might appeal to me as a marketer include:<br /> <br /> <ul><li>Likelihood of a customer to become an advocate for my brand</li> <li>The spread of information across the Web - especially via social tools</li> <li>Sentiment of comments generated by a post or campaign</li> <li>Effective integration of offline calls to action and online actions</li> </ul><div>These are just a handful of suggestions for different types of measurement. As I said, it depends on what you're trying to accomplish. What are some unique and different measurement standards that you've seen evolving?</div><br /> <br /> <i>Photo credit: </i><a href="http://www.flickr.com/photos/24926669@N07/4204026760/"><i>raneko (Flickr)</i></a>

Are You Measuring What's Important?

We often talk about social media ROI being measured differently. These are different behaviors and we should be applying new and different m...

Read more »