Archive for the ‘1:1’ Category

It’s OK to Be a Follower - 3 Simple Steps

Thursday, Apr 30 2009

A large part of my role is to council our clients and internal management on the use of the latest digital trends and technologies.  Lately, that seems to be Social Media more than everything else combined.

While I believe wholeheartedly in Social Media as a viable communications vehicle that almost all brands should find a place for, I also recognize that social media content creation isn’t for everyone….AND THAT’S OK!

I tell everyone who is leery about the time commitment of content creation that they can participate in social media without taking on that role — and feel good about it!  Afterall, listening is the first tenant of a good social media strategy anyway…and we can all be good listeners.

Here are 3 simple steps to begin to be an effective listener.  Do these and you will be well on your way to becoming a participant in social media — even if you never make another post.

1) Set up Tweet Deck and organize by the following areas: Your clients, Your industry, Your company, Thought Leaders, Your industry pubs…and then for fun, your favorite Entertainers and Celebrities

2) Spend 10 minutes every morning, 5 minutes at lunch, and 10 minutes a the end of the day scanning these posts — in 30 minutes a day you will be amazed how much you have absorbed about your business from all angles

3) Establish an iGoogle account and take the time to set up every industry RSS feed that you can think of.  Add more as you have time.  Scan them quickly each day.

From there, you may become comfortable starting to comment on these links, posts and tweets which is great.  But if not, It’s ok to be a follower.

Social Media Ubiquity: First How, Then What

Monday, Mar 9 2009

We stumbled across this site today – it’s a fantastic resource, but aside from that, we would recommend that you take a quick look (use the purple tab at the bottom to quickly scroll). It illustrates the vast social media world, the rapid pace that it’s evolving, and the sheer enormity of it all.

Every day, we continue to hear these questions from the market:

“We need to be on YouTube!”

“Where’s our Facebook icon?”

Why aren’t we on Twitter?”

We agree that smart digital design should have share-ability baked into its fabric. But we continue to advise: it’s not what tool to use, it’s how you use the tool.

First How. Then What.

Grow your e-mail file

Tuesday, Jan 6 2009

If you visited either presidential campaign site this year, you were greeted by a simple page that was 100% focused on one result:  getting your email address. Everything else—policy views, press clippings, and personal histories—was tucked behind this signup curtain (with only a subtle option to “skip signup.”)

Last week, the Houston Chronicle reported that “the Obama campaign collected about 10 million email addresses, and its database contains details of the issues of concern to many of those citizens.”  Well.

Whether you’re a business looking to engage new customers, a trade association going after new members or a non-profit trying to grow your donor base, e-mail marketing is likely the sledgehammer in your marketing  toolkit.  So here’s the basic blocking-and-tackling on how to grow your list.

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Common Sense Steps To Protect Yourself From Customer Attrition

Wednesday, Dec 10 2008

Brunner and a lot of other savvy Direct Marketers have always known it’s all about building and maintaining a strong customer base. And during this particularly challenging economy, it’s even more important to protect core customer relationships.

A healthy customer database sustains core revenue streams; can provide organic growth through up sell and cross sell opportunities; existing customers can easily become a new acquisition source through referrals and very importantly - intelligence gleaned from your customer segments can help you be much smarter in targeting, attracting and keeping new customers.

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Politics and lessons in reaching the masses

Tuesday, Oct 7 2008

If politicians are good at one thing - it’s finding the best way to reach the masses, something marketers have been saying for five years is almost impossible with fragmented media.  There are some good lessons and opportunities for foresight if we take a closer look at the role of the Internet in 21st century politics.

As we all know, in 2004, Howard Dean was the Internet candidate.  Despite a failed campaign, Dean proved a candidate could successfully leverage the viral nature of the Internet to corral grassroots support and fundraising.  In 08, Barack Obama has taken that movement to the next level, becoming the first candidate in history to wave public funding in favor of his online machine that has garnered hundreds of millions in $5, $10 and $20 increments.   Essentially, both candidates used the Internet to develop an online brand that became the lifeblood of their campaigns.

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Measurement…Are We Making it Too Difficult?

Friday, Aug 22 2008

I finally got around to finishing this post which is why it references an article from April!  One of the writers that I follow, and who’s opinion I very much respect is Steve Rubel who writes for Advertising Age. In his April 21, 2008 column he calls out for digital industry standard metrics and indicates that until we get there, that marketers will not be truly ready to embrace the right level of digital marketing spending levels.

There is no doubt that standard metrics will make it easier for all of us. But at the same time, with all of the press regarding metrics today, you would think that the industry doesn’t know how to effectively measure digital campaigns. I would contend that we know more than we give ourselves credit for…we (collective we) have been doing this for quite a while!

So while we’re waiting for the IAB, the Four A’s and everyone else to sort through the standards that will eventually give us a common language, I’m suggesting that we keep a few of the tried and true best practices in mind:

1) Start with your business goals and objectives in mind. I would start with 3 or 4 and scale up from there.

2) Don’t start out by “measuring everything”. That never works, and you’ll get lost in the data minutia.

3) Build strong relationships with your technology team - they are critical in helping to put the tools in place in order to get the reports that you’ll need.

4) Get comfortable with some of the new metrics that are available to you — engagement time, brand interaction rates and video views. But don’t treat them like they are the be-all-end-all metrics anymore than CTR’s are. They are pieces of the puzzle.

The direct marketing world recognizes that every campaign is different. Every company is different. Although there are more options within the digital realm, if we stick with what we already know, I think we’ll be surprised how effective, and relatively painless, our measurement efforts can be.

Bring Back The Love

Saturday, Aug 16 2008

Geert Desager is a Trade Marketing Manager in South East Asia for Microsoft. Geert spearheaded the making of a commercial for Microsoft Digital Advertising Solutions. The short film, called The Couple, makes a strong statement about the relationship between today’s advertiser and today’s consumer. It was a risky project considering that the ad challenges advertisers and agencies - the target clients for this Microsoft solution - to question themselves and the way they communicate with consumers.

In June, the commercial won a Bronze Lion at Cannes and we at Brunner Digital find it . . . well . . . simply hysterical and right on point. The first commercial was so successful Geert did a sequel. They both promote the advancement of one-to-one, integrated and smart digital marketing in a thoroughly entertaining fashion. Take a look below:

If you would like to learn more about the making of the commercial, check out Geert’s blog, Bring the love back. And oh by the way, Brunner Digital is here to help you bring back the love. Lot’s of love.

As GM goes, so goes . . .

Thursday, May 1 2008

Jean Halliday reported in the March 17, 2008 Digital Issue of Advertising Age that GM is shifting “fully half of its $3 billion budget into digital and one-to-one marketing within the next three years.” If there are still doubts that digital should be a substantial element of advertising and marketing plans, then let GM’s “roar” serve as a clarion call. As Halliday wrote, “as GM goes, so goes the entire automotive industry . . .” Hyundai is doubling its online spending in 2008. GM is dissuading their dealers from doing spot TV advertising and moving dealer efforts online. The Kelsey Group expects that by 2010 nearly 40% of auto advertising will be done via local online and directional media — an estimated $10.8 billion piece of the pie.

Marketers should not only take note of the dollars GM and the rest of the auto industry are shifting to digital, but the type of digital these dollars are buying. We’re not just talking banner ads here. Efforts include gaming, search, mobile and a broad array of applications.

And this trend goes beyond the automotive industry. Here is a list of facts from Jonathan Lemonnier’s March 26th Ad Age article on alternative media spending increases. Alternative media includes online, mobile, entertainment and digital out-of-home advertising.

  • Spending on alternative media hit $74.43 billion in 2007, a 22% increase over 2006
  • Forecasts predict a 20.2% increase over next year, to a total of $88.24 billion
  • By 2012, 26.6%, $160.82 billion, of all advertising and marketing dollars will be spent on alternative media
  • Interactive marketing alone which includes e-direct marketing, word-of-mouth and e-custom publishing increased by 24.4% in 2007 to $11.9 billion

Of course, GM isn’t directing its entire $3 billion budget into digital and one-to-one. They understand that these are important communication modes in an overall, integrated marketing program. Broadcast, outdoor, direct, etc. are still and will continue to be warranted. Unlike many marketers though, GM realizes that digital must be given equal resources to have a measurable impact within a marketing-mix model.