By JESSICA E. VASCELLARO and EMILY STEEL
As marketers scale back their ad budgets, some new technologies that make it easier for marketers to track the impact of their online advertising are gaining ground.
Products based on these technologies — such as customized ads that show different products to different users, Web ads hidden inside links in text, and online coupons — are part of what is called “performance-driven advertising.” That’s because the products aim to improve and more precisely measure how a particular ad performs.
While no one format is likely to emerge as a silver bullet for marketers seeking to use their ad dollars more efficiently, the advertising industry is betting on these technologies to increase online advertising spending. Altogether, the U.S. online-ad market is expected to increase 9% to $25.7 billion in 2009, slowing from its year-earlier growth rate of 11%, according to estimates from research firm eMarketer.
Read more via More Web Ads Improve Their Aim – WSJ.com.
by: Guy Kawasaki
Razorfish and CafeMom issued a “Digital Mom” report that examines the role of digital technology in modern moms. (Do yourself a favor and click on the download PDF icon to read the report. It’s the second to the last icon in the navigation bar.)
Here is a quick summary to entice you to read the whole thing. Anyone who is trying to market products or services for moms should read this excellent report.
- “Social media and text messaging, instant messaging, and gaming, now used by the majority of digital moms, are no longer niche activities.”
- “At the same time, moms with children 12 or older are more likely than moms of children under 12 to use gaming and video. Marketers have an opportunity to respond to these trends by acknowledging that a ‘one-size-fits-all’ strategy against moms may not work.”
- “Marketers should recognize the dual purposes (communicating with peers and monitoring their kids) moms of older children have for engaging with emerging technologies, particularly social channels. They should learn more about the challenges moms face when embracing technology, and provide them with better resources and information to help them guide their children.”
- “Marketers have an opportunity to utilize communications channels like social networking, text messaging and gaming to facilitate conversation among moms and influence decision making.”
- “Marketers should consider marketing to mom as both an interconnected woman and a mom, as her interests extend beyond parenting.”
- “Among digital moms, the gap is closing between TV and other channels in creating initial awareness about products. Marketers should consider the penetration level and relative influence of each channel when determining how, when, and where to reach digital moms along the purchase funnel.”
If you’d like a quick way to scan what moms are blogging about, check out moms.alltop.
Original Post: How to Change the World: Marketing to Moms? Read the Digital Mom Report
Posted by Nathan
Jan 22, 2009 to FlowingData Projects, Mapping
On Tuesday, January 20, 2009 at 12pm, Barack Obama officially became the 44th president of the United States of America. As we all watched Obama being sworn in front of the massive crowd, Twitter was abuzz with excitement. Just how excited was the Twittersphere? Watch for yourself. The map starts early Monday morning. As the day moves on more people wake and tweet at a steady rate with increasing volume as the time comes nearer. Europe gets in on some of the action when the US goes back to sleep. Tuesday morning comes in with a new beginning in the air. Then boom, it’s time, and Twitter bursts with excitement.
Read more via Visualizing Twitter as Barack Obama Became the 44th President | FlowingData.