MEDIA: Video is King, Too.

We've alluded to it here before in Trendspottings, but this bears repeating: for more effective web marketing, get video onto your site or into your e-marketing. Now. Like today. And here's some spanking new research from advertising.com and the Center for Media Research that tells why:

• More and more people are watching videos online every day. Among adults 35 years or older, it's seven out of 10. Among 18 to 34 year olds, it's one out of three.
• Nearly one of every two individuals (regardless of age group) who views video online, forwards that video clip along to a friend (meaning if your message is cool or relevant or somehow worthy of endorsement, it'll spread like a virus).
• If you have content to share, you'll find an eager audience among adults 35-plus. If it's entertainment or user-generated video that you're promoting or welcoming, 18-34-year-olds will embrace your site.
  

Oh, and in the spirit of practicing what we preach, NOISE presents one of the agency's all-time favorite commercials — one that we produced a few years ago, yet still applies to a certain agency principal's golf game today (me). Enjoy.

SOURCE: Visit Florida, advertising.com, Center for Media Research, NOISE
Reported by: John Sprecher

DIGITAL MARKETING: Did We Mention, Content is King?

Along comes yet another study suggesting that if you aren't loading your website with content that's relevant to your audience, you're so yesterday — and so is your marketing.

According to the Online Publishers Association, internet users now spend the majority of their time visiting content (articles, videos, blogs and the like) — almost 50% of our time, versus only 33% on communications (email, instant messenger, chat rooms, etc.).

Researchers suggest there are two reasons for this: the first, of course, is the sheer volume of into online, coupled with the significant improvements made by search engines in ranking the data we seek.

So, repeat after us. Content is king. Content is king. Content is king. And with this information, go directly to your website, do not pass go, do not collect $200, and bring as many elements of Web 2.0 to your site as your audience would embrace. Or risk having them find that content somewhere else.

SOURCE: Visit Florida, Center for Media Research, NOISE
Reported by: John Sprecher

MARKETING: Getting Inside the Consumer's Head (It's a Unique Place).

Is advertising as we know it really dead? The answer rests on the shoulders of people who buy our brands and recommend them to others — not with advertisers, marketers or consultants. After conducting an exhaustive study, Rick Milenthal, CEO of Engauge, discovered that “consumers have become experts in ignoring and rejecting messages. They can instantly recognize messages that are irrelevant or ill-timed. Consumers aren’t simply tuning us out; they just want us to tune them in.”

Put it this way: when we (as consumers) spend time with the media, we do it with a purpose, goal or need that drives our behavior — and as we do so, we enter different modes, or mind-sets, that drive our choices, actions and receptivity to marketing messages. The six modes identified:

1. ENTERTAINMENT. Consumers want to be entertained. In this mode they are on a mission to be amused. Television, radio, some print and online movies, games and entertainment are the obvious media choices.
   
2. INFORMATION. Information-seekers are looking for knowledge to help them make decisions. This mode has also been around for a long time, but now consumers are searching for information online.
3. DISCOVERY. When consumers look for something new — whether it’s an exotic vacation spot, a dessert recipe, or a new car–they’re in Discovery mode. They do this because they want to expand their minds.
4. CONNECTING. This mode is all about building relationships. Consumers want to stay in touch with friends and family through email, social-networking sites, text messaging and online gaming.
5. SHARING. Similar to connecting, sharing mode is a way to create common ground. Video-and image-sharing sites invite millions of people to swap their experiences.
6. EXPRESSING. This mode refers to conveying an individual point of view. This is essential because almost anyone can become a valued resource by posting a blow, vlog or podcast.
   

What does this all mean? As marketers it's vital that we do all we can to match our message ti the mode. Aligning the message with the mode will determine whether our messages make it into consumer consciousness or become more wasted marketing efforts.

Source: Advertising Age, NOISE
Reported by: Kimberley Parker

E-MARKETING: Where Content Is King.

One of NOISE's favorite branding and marketing e-newsletters is "Content Marketing Today," authored by leading content marketing strategist, author and speaker Newt Barrett (contentmarketingtoday.com). Barrett's mantra is that by "building conversations with your customers, (you) build your brand and your bottom line." We couldn't preach louder or agree more (NOISE was honored to have been highly praised recently by CMT, for our content-driven, award-winning and record-producing web marketing for client 'Tween Waters Inn).

What we most appreciate about Content Marketing Today is that Newt Barrett and his team aren't shy about their opinions. Take last week's newsletter, subject-lined "lessons to learn from a great newsletter and a bad website."

With a subject line like that, readers sense that what they're going to find will take a stand, clearly define strengths and weaknesses and, doing so, more than likely be useful. You know, content that's relevant, engaging and proactive to your mission rather than hype. And Barrett backs that promise up with delivery — in this case, outlining how Booksurge (an amazon.com company) e-newsletters clearly target, message and deliver the goods to their audience (potential book self-publishers), while taking to task (in brutally honest and absolutely correct criticism) a regional furniture retailer's weak, ineffective website.

All of us at Trendspottings appreciate trendspotting as insightful as Content Marketing Today. To subscribe, simply click here.

SOURCE: NOISE, Content Marketing Today
Reported by: John Sprecher

RE-BRANDING: The Answer May Be Right Above Your Nose.

How do you take a number three market share position in a highly competitive industry and rebrand yourself to your advantage?

There are a lot of success stories of Number Twos trying harder and winning (Avis), but the challenge has been and still is greater for fast feeder Wendy's, competing in a globe that includes Mickey D's and The King. What was Dave Thomas's team to do?

First, the creative geniuses (a compliment, not a rip) at Wendy's corporate or their agency Saatchi & Saatchi came up with a catchy, kitschy visual icon — the red wig. The wig has proven so popular that it's currently out of stock on such off-online sites as wendysunderground.com. Oh, and year-to-year, store-to-store sales were up earlier this year, as the campaign was in full speed, some 3.0% to 4.0%, and recall is "very strong."

Now (and over the past two years, really), Wendy's has doubled its online advertising budget, from 4.0% to 8.0% of its annual $375 million. Wendy's and Saatchi are using the money wisely, building microsites to better reach core 18-34 year old consumers and offering unique promotions — including a new, 100-million free songs music download with Rhapsody for persons buying the new Jalapeno Double Melt sandwich between November 21 and December 30.

The real challenge now will be for Wendy's and the agency to sustain the freshness of their campaign and continue growth. But that's what they get paid the big bucks for. So far, so good — and good lessons for all of us about branding, visual humor, and speaking to your core audience with messages and media they'll eagerly embrace.

SOURCE: ADWEEK, NOISE
REPORTER: John Sprecher