Baidu Trials Micro Purchase Tool Weigou on Chinese Valentine's Day
Adaline Lau | Paid Search |       |  | To show your love on Chinese Valentine's Day, Baidu is encouraging Chinese consumers to buy gifts for their lovers through a promotional campaign using Weigou, its e-commerce platform also known as micro purchase. Baidu Weigou is reported to have quietly rolled out early this year. The portal partners with other e-commerce sites such as Yihaodian, JD.com, and Dangdang, including brand owners and suppliers. "As most of them are Baidu search marketing customers already, we use... |
Leveraging Facebook for Performance - Time to Catch Up
Jermyn Toh | Social Integration | |  | Having worked extensively with agencies and brand managers in this region for the past 17 years, the majority of campaigns that I have seen signed off are brand communications focused and their effectiveness retroactively measured. Attributing sales lifts or dips to corresponding advertising activity isn't the most accurate way of determining ROI given the ability to track conversion becoming commonplace. But till today this is the primary method of determining if marketing activities... |
Whose Neck Should You Choke When Digital Campaigns Underperform?
Charlie Wang | ROI Marketing | |  | In today's complex digital ecosystem, brand marketers are often working with a plethora of agencies. But when campaigns underperform, the different agencies are often quick to point the finger. Leaving the brand marketer unclear as to who is actually responsible for optimizing certain metrics. (i.e., necks to choke) Coming from a media agency, we're usually the "numbers people" compared to our creative and PR counterparts. Hence, the majority of the digital metrics fall directly... |
50 Shades of Retargeting
Parth Mukherjee | Display Advertising | |  | In my first blog in this series, I explained the very basic concept of a successful retargeting campaign. AdExchanger's daily digest noted it quite precisely as a "marketer's POV." Following the Twitter feed for the term "retargeting" gives you a fair gist of what the world thinks of it. There are several who find it annoying and a stealthy follower of one's digital footprint. And then there are those who are amazed by it, for whom a contextual banner ad is more welcome than an arbitrarily... |
Set the Right Expectation for Your Campaign Results
Eddie Choi | Email Marketing Best Practices | |  | A company's marketing team was asked to handle an email campaign to promote a video recently. An exclusive list of recipients was shortlisted for a pilot campaign. The email copy was written, the graphics were created, and email content was developed. Just before the emails were blasted, the campaign was stopped by the company's CMO (chief marketing officer). He demanded to know the result of the campaign before it was executed. Indeed, a marketer's decision should be based on science... |
5 Million Porsche Fans Design Facebook Car
Fans voted on features like interior and exterior color to celebrate the brand's Facebook milestone.
Lisa Lacy | Strategies | Print version How Much Is Facebook's News Feed Worth to Advertisers?
As Facebook continues to experiment with its news feed, media buyers and brands should actively monitor user comments made to their ads, and react accordingly.
Tessa Wegert | Media Buying | Print version Invite Social Media Influencers to Your Brand's Home
If a brand is serious about actively engaging with its core audience, then social media influencers need to be embraced as part of its holistic marketing strategy.
Russ Fradin | Social Media | Print version Conversion Optimization Prioritization
There's no end to the data you can collect. There's no end to the tests you can run. There's no end to the analysis you can toy with.
Jim Sterne | Verifying Business Value | Print version Lack of Jobs Is Not the Problem, We Have a Shortage of Skills
And it's about time we did something about it as an industry.
Aaron Kahlow | Strategies | Print version Millennial Media Acquires Jumptap as Stocks Decline
Two of the oldest and still independent mobile ad networks plan to become one. Millennial Media has acquired its older and smaller competitor, Jumptap, for as much as $225 million.
Matt Kapko | Strategies | Print version Social Sharing Helps Boost Box Office Results
Consumers who share movie-related content are six times more likely to purchase movie tickets, according to findings from a new study by ShareThis.
Caitlin Rossman | Sports & Entertainment | Print version Revamped Drync App Lets Users Buy Wine Within Seconds
Boston-based Drync has revamped its popular wine-tracking app to lets users who snap photos of the wine they are drinking order it on the spot.
Mary Lisbeth D'Amico | Mobile | Print version American Express Woos Gamers With Riot Games Partnership
The relationship encourages League of Legends players to use American Express Serve prepaid accounts in exchange for in-game rewards.
Lisa Lacy | Strategies | Print version What to Ask of Big Data to Inform Your Marketing Strategy
With so much invested in big data analytics, small business owners and marketers are on the right track when they decide to use a targeted and intentional approach to analyzing their data.
Adria Saracino | Data-Driven Marketing | Print version |
No comments:
Post a Comment