Search Engines Must Strive for Transparency

A reoccurring theme throughout the IMC program has been transparency. Consumers are demanding transparency and we must give it to them. As the Web continues to evolve communication, transparency is not only more sought after, but easier to provide. It’s often been said that the equation is company transparency = consumer evangelism.

Our final week of IMC 619 allowed us to take a look at the practices of paid placement and paid inclusion on search engines. Throughout the lesson, Google is praised for its full disclosure from its clear “Sponsored Link” labels, bold fonts and a page design that helps users easily distinguish from paid and organic results. Has Google won this battle solely by being transparent? My best guess is yes. This supports two important observations. The first being that consumers and Internet users are rapidly becoming more savvy and are quick to reject confusing business practices. Also, as Google continues to grow their market share, it seems evident that other search engines will need to mirror Google’s practices or find a new approach to stay competitive. As IMC practitioners, we have a lot to learn from this example.

To many companies, the idea of divulging previously perceived “secret” information is scary. But ask yourself this, will your brand gain more exposure by keeping quiet or revealing themselves to the masses?

Think Before You Click

Across the discussion boards this week an informal poll indicated that most students were aware of the practice of companies paying search engines in return for cataloging their Web pages, better know as paid placement and paid inclusion. While most were aware, the numbers knowing the details of the practice were even smaller. As highly educated and savvy consumers, this made me consider what level of general knowledge was out there about this subject. I polled 10 friends and only 4 knew this was happening – that’s only 40%, less than half…any way you slice it, the results are shocking.

As each search engine is writing their own rules, how are consumers supposed to keep up? Advertisers hijacking search engines is the price we will have to pay in order to use this channel. But think before you click. As IMC practitioners, we concluded that search engines must make it their responsibility to educate users. But if they continue to get the traffic by disguising their links, they will never see the value of full disclosure to their users. In The Staight Story on Search Engines, Sullivan makes a case for both sides, “People want tot know what sponsored links are. It doesn’t mean they won’t use them.”

If you want the truth, you’re going to have to find it. Do yourself a favor and educate yourself on the medium that is rapidly consuming your everyday life. Here are the facts:

Web Design for Dummies

After talking about Web design this week, the principles of K.I.S.S. (keep it simple stupid) seem like the best rules to follow to ensure a smooth user experience. Intuitive design can almost guarantee this. If the navigation and site architecture aren’t intuitive, the user becomes confused which unnecessarily makes it more challenging  to understand how the system works and most importantly, how to get from point A to point B. A clear organization, moderate visual clues and easily identifiable links can help users and guide their desired outcome. In following this path, designers are Taking the Guesswork out of Design. But how do we get to the point of showing clients we are using a solid strategy and have the best intentions? Author Daniel Ritzenthaler addresses this very question with exercises that start the discussion and documentation of aspects of design to help clients shed their fear of creativity and encourage them to join the design process.

Clearly, I am not a designer and have no intention to be. But as an IMC professional, I fully recognize that I will be responsible for the outcome of my company’s online presence. The author affirms that, “A solid and common understanding of goals, organization, layout, personality, and fit and finish will create an environment in which you (and the project owner) can rely on rigorously discussed and well documented ideas. Together, you’ll create smaller margins of error, purposeful exploration, fewer broken expectations, and, ultimately, a better design.” By providing an informative way to conceptualize design in application, I now feel more prepared to do so.

ATM Advertising? Already Too Much

An out-of-home media option that has not yet been discussed in the IMC program is serving up ads on ATMs. The premise behind this medium as a form of general outdoor advertising is that ATMs are effective in getting the message to a particular audience at a time when they’re more open to hearing that message. This medium has the ability to capture the undivided attention of its users because when consumers use ATMs, their attention is focused on the machine and the transaction. Even video clips have been incorporated on ATMs, the 2005 launch of Garfield – The Movie for example. Coupons on demand are also easily generated by giving users the option to select their offer and receive it on their receipt. By picking and choosing what ATMs to be on, advertisers are able to take advantage of some granular targeting.

Companies such as Subway and Pizza Hut will begin using ATM ad technology in 2009. Kevin Tilling, Board Chair for the West Country Regional Marketing Board at Subway, describes how ATM ad technology is fulfilling their specific need:

“The vouchers, in combination with atmAd’s capability to deliver a package of ATM sites in close proximity to stores, appealed to us as a powerful way of communicating with potential customers. By highlighting the Subway offer, the adverts drive hungry consumers to Subway stores, and encourage them to save money through buying the meal deal at a time when saving money is a high priority.”

This technology does offer a unique way for the advertiser to interact with the consumer however; I’m not so sure I would appreciate advertisers interacting with me through this medium. First because when I use the ATM I am typically in a hurry and want to make a transaction as quick as possible. I cringe when someone is in line in front of me, I can’t imagine the process being slowed down any further. Secondly, I would be nervous that advertisers or “someone” would be able to monitor my transactions and review how much I had in my account, how much I typically deposit and withdrawal and frequency data. Other than financial advertisements, I have not personally experienced this form of advertising…yet. Can this really survive and manage to effective without infuriating the user? More importantly, is there any place where we are free from advertising??

Help! Corporate Blog S.O.S!

“Our blog isn’t getting traffic.” This was the response I received this morning from the SVP of Marketing during a weekly Marketing department meeting.

What’s even more shocking than that answer was the question is it was related to. In response to an uncontrollable situation and bad press, our company persevered with a great PR response. Naturally, the media was silenced versus publicizing the grave “make-good” attempt. It was discussed in the meeting how discouraging it was that the positive reaction wasn’t picked up. I knew I had to speak up and boldly suggested, “Why don’t we put this on our blog?” The response was sharp and cold and cut like a knife, “Our blog isn’t getting traffic.” I refuted with, “I understand but we need to get our side of the story out there.” Without hesitation I was met with, “It’s out there; we sent it along the newswire.” End of conversation.

I clinched my fists and wanted to scream. How can we ignore this emerging media channel? Our blog isn’t getting traffic because we aren’t leveraging it properly – We haven’t updated a story in over 5 months! Not to mention, the position of our blog seeks to be the “inside scoop.” We are doing a disservice to our consumers by not educating them on what’s going on. While we took all the right steps to make sure this topic hit the newswire, what about the consumers who prefer to get their information from other sources? We are ignoring them. We are also ignoring the buzz that could come out of disseminating these messages through a different but trusted source. I am still debating sending my SVP a fact sheet on the impact of corporate blogs…what would you do if you were me?

Power in Numbers: Marketing to Youth Minority

Children and minority groups are two potent target audiences that seem to creep into every discussion post this term in IMC 619. We picked apart marketing practices to these groups separately however; we never discussed the combination of the groups. If children harness unique persuasive purchasing power and minority groups are rapidly growing, what does that mean for groups like Hispanic children?

Relevant information on targeting minority children was hard to come by. This presents an opportunity for marketers to participate and make their mark in this experiment. It stunningly obvious that this segment is not to be ignored as minority children are projected to be the largest percentage of children in the United States population by 2023! Latino students in particular are considered part of a trend of an increasing wave of emerging market or minority students across schools. In 2007, there were twice as many minority (Hispanics, blacks, Asian-Americans) students in grades K-12 than 30 years earlier (Valle, 2009). 

This data affirms the power behind this group but what about the important marketing question like what are these children’s attitudes about culture and ethnic identity. Also, what is the role of Hispanic kids in the family decision making process? If anyone has any applicable insights about this hybrid please share the wealth with my class and the rest of the world of marketing professionals. One thing is for sure; targeting this group will get attention but make sure it’s from the desired audience and not watchdog groups.

Minority Report

This week we analyzed many corporate Web sites that contained sections specifically dedicated to the booming minority groups. The Hispanic culture generated the most buzz around the boards because of the rapid growth observed within this market. According to our lesson, up to 75% of Hispanics say they feel loyalty to retailers who advertise to them in Spanish. While a direct translation may be a quick fix, is this enough personalized attention for a segment where over 60 percent of its online users consider the Internet the best information source for making their final brand decisions.

Companies such as Kraft and AT&T have taken a commendable approach to informing the Hispanic cultures about how their products can be used which can raise the level of perceived value in their minds. Kraft has given this segment their own voice within their brand through online communities. This brand uses interactivity to capture their audience while AT&T enables the consumer to identify with their brand at first glace. The screen shot below illustrates the detailed approached AT&T enacted to connect with the consumer through the use of photography (depicting images of Hispanic people) and vibrant colors. This brand has recognized and tailored a targeted experience with their brand, which is crucial considering consumers will make almost instantaneous judgments about a sites’ visual appearance.

When it comes down to it, a good Web site is one that gets consumers to take action. Minority groups are more likely to take action if the message/experience conveys an understanding of that particular consumer.

Video Verus Print

Video messages are really making an impression on consumers. I have actively recognized the messages greater staying power within the context of video versus print, but I never realized how video is actually impacting all consumers. Did you know that recent studies have shown that SIX times as many people prefer a video to printed information? Or that video boosts comprehension and retention by 50% over a live presentation and video expedites buying decisions by 72% versus print? Since 94% of video direct-marketing recipients will pass their copy along to another viewer, viral marketing is a given. You can’t deny that video makes a much better argument on the persuasive scale. And a medium that can be tracked? Priceless. If hereschicago.com has all these facts right…Newsflash marketers, all signs point to lights, camera, action.

But don’t count print out just yet. As with any medium, there are pitfalls which can present a disadvantage to the consumer. Print allows the consumer to scan the message and identify what’s important to them. Scanning a video is almost impossible. You message may literally get lost in translation, especially if you’re unable to make use of print’s easily portable personality.

In the words of Ne-Yo, print and video are a movement by themselves and a force when they’re together. Serving two very different needs, a balance of these forces makes the strongest communication attack. The stimulation video provides presents this medium as a great hook to attract the consumer. Once you’ve lured them, reel them in with the facts, conveniently offered through print. A beautiful relationship is born.

Short Film Focus Group

Analyzing short films on the boards this week allowed us to explore the emotional appeal of marketing. “Every target group is becoming more resistant to the traditional advertising methods, so brands have to look at different ways to move people” (Carter, 2004). I’ve complied key points from this week’s discussion to point marketers in the right direction with conceptualizing short films that will really move people. Think of it as our own little focus group for marketing short films!

 

·    Consider the audience first

·    Consider time and attention span – be direct

o   30 seconds is too short

o   Longer films have a perceived higher production value and quality

·    Engage the audience

o   Interactive points of interest along the way

·    Clearly identify what’s being marketed (transparency)

·    Educate consumers

·    Focus on experiencing the product

·    Creating messages that play to people’s self-interests

·    Sometimes the images can be more powerful than the messages

·    Don’t allow high technology to overshadow the message/brand

·    The style of the film can bring the product to life (documentary)

·    Viral spreading is a great way to build pre-launch buzz

·    Allow the consumers to pick and choose what advertisements they devote their time and energy to

·    Leave the consumer wanting more, in question, with no resolution

·    Consider the use of:

o   Celebrities

·    Linking celebrities to a brand provides: credibility, global appeal, personality, uniform power and consistency

o   Animation

§    Allows for the creation of something that can’t be achieved as effectively as live action

RSS: Getting Your Internet

Our brief look at RSS feeds really sparked my interest. When you see this icon, you are being given the option to subscribe and put that Web sites content in an aggregation tool. This tool brings content from multiple sites to a single place. Yet another way the Internet has made our lives a little less complicated. Forget wasting time browsing Web sites daily to see what new content they have. RSS feeds provide a savvy solution by brining the content you requested directly to you! This is an easy way to monitor fresh content because the tool highlights new material. RSS feeds are just what the multitasker ordered. Stay in the know with one click of the mouse.

It seems as if this targeted tool would provide a great avenue for advertisers however, the RSS medium is only growing slowly. In fact, no large advertisers have stepped up to the plate. What better time than now to make your move and reap the benefits of what could be the watering hole of advertising? If the given RSS feed is set up to contain quality content, if  the ads served are relevant and if the number of ads maintains a balance with the volume of content served, a perfect picture has been painted for advertising in RSS feeds.

RSS stands for Really Simple Syndication. Maybe the syndication part is simple but what about getting the feed in your WordPress blog? I probably spent way too much time looking for the answer to the presumed “simple” question. My chosen template did not support RSS feeds. Here I am scaling the Internet trying to find why, again, this “simple” process is so complicated for a young, eCommerce graduate student. So don’t waste your time like I did, chose a template that supports Widgets. Once you have changed your template, go to your Dashboard and click “Widgets.” From there you will see a list of options including RSS. Add the RSS feed to you blog. Choose “edit” to get specific. Include the URL of the content you wish to pull in, the name and how many results you want. Check out my YouTube feed on Mobile Marketing in my sidebar.