The Top 5 Automotive Social and Digital Media Campaigns

Whether during the Super Bowl or in your favorite magazine (or website or smart phone), automobile advertising continues to dominate traditional media – while at the same time being at the leading edge of new formats, channels and interactivity. In fact, automakers accounted for more than a third of the $262 million in total Super Bowl ad spending in 2012.

And looking back to the early days of online advertising, car makers were some of the first brands to jump on board as they realized the potential of reaching future buyers ‘at the top of the funnel’ before they visited a dealership or even indicated their interest in a particular model.

When it comes to social and digital campaigns, there have been more than a few automotive campaigns that are truly groundbreaking. So who made our list? My colleague Tyler Pyburn and I recently stopped by the Pulse studio to discuss our choices for The Top 5 Automotive Social and Digital Media Campaigns, starting with Audi’s #Progressis campaign:

So Audi really nailed it – on social and traditional media. For number 2, you have to give props to VW’s ‘The Force.’ A great story and great results – watch why we love it here.

For number 3, our vote is the Ford Explorer Facebook launch, which we discuss here.

For number 4, there’s Toyota’s Camry effect – something that looked great on paper – but turned out…less great! Watch why by clicking here.

For number 5, we go in the way-back machine for Volvo’s groundbreaking launch on AOL. Watch why it was so innovative.

So, which car campaigns do you like? Share your thoughts in the comments below!

Join us at IMS San Francisco in June

Fresh off our debut in New York, IMS is heading west once again to the city by the Bay and we have a pretty awesome program on tap!

As with other IMS events, I’ve tried to craft a program that features just the right mix of ‘big picture’ speakers like Chris Brogan and Tim Hayden, industry watchers and experts like Andre Bourque and Scott Liewehr and a few old friends like Esteban Kolsky, and Laura Fitton. Along with some cool demos, case studies and perspectives from the top vendors in the marketplace.

If you’re in digital or social or mobile marketing, or just trying to make sense of the new ‘content’ and ‘channels’ that are changing the face of multi-channel marketing, I think IMS is a must-attend event.

Tickets are going fast, and we are sure to sell out the Conference Center at the Fort Mason. To sign up and learn more, check out our registration page and join the conversation (Facebook and Twitter) to add your thoughts, hear what IMS means to other marketers and get the latest news on our program.

And don’t forget you can get a look at some of the great content and speakers coming to IMS by heading over to our YouTube channel and viewing our IMS San Fran 2012 video spotlight series.

Want more?  Check out my video below with Tyler Pyburn which explains what’s new at IMS San Fran and what you can expect to experience on June 12-13, 2012.

YouTube Preview Image

To dig deeper into IMS San Francisco check out my video series on the upcoming event.  Also feel free to reach out to me with any additional questions, Tweet or email abonde at thepulsenetwork DOT com.

Media Use and Marketing Strategies-Thinking about the Trends

Marketers need to understand what consumers want so that they are able to set up a market that advertisers can standardize the way to sell into those markets. There are two dynamics in my marketing play book. The first is listening to what consumers want. A good way to start this is by looking at what channels users are on and see what channels are growing or shrinking. The second dynamic is participation. Users can share online coupons or by commenting on Facebook. A key to participation is that marketers have to realize which channels are deemed as participatory channels.

Through my marketing map, marketers should think about trends in 3 ways:

  1. Marketers should think ‘outside-in’ by listening, gathering preference data, investing in communities and earned media vs. paid media
  2. They need to pend less on broadcasting and mass media
  3. Finally, they need to look at growth rates and not absolute audience; along with the potential to drive participation and sharing

Below, I dicuss more trends that marketers should pay attention to.

YouTube Preview Image

Watch the rest of my series on media use and marketing strategies.  Also feel free to reach out to me with any additional questions, Tweet or email abonde@thepulsenetwork.com.

Media Use and Marketing Strategies-Shifting Advertising Dollars

Where are marketers spending their advertising dollars? There has generally been a lag time between when the audience assembles and when advertisers begin to notice a large audience shifting to a different medium. A main cause for the lag is that advertisers need to get familar with the new media.

My favorite example to use is mobile media. Other media, like internet and television, tend to equalize in terms of media consumption and advertising dollars spent. However, with mobile, it is the opposite. Mobile has 10% attention and only 1% of advertising. This can be considered either a great opportuity or that people just dont want ads on their mobile devices. It comes down to how ad units and mobile behavior need to catch up with each other to create a mobile marketing strategy.

In my video below, I explain more on how advertising dollars are shifting.

YouTube Preview Image

Watch the rest of my series on media use and marketing strategies.  Also feel free to reach out to me with any additional questions, Tweet or email abonde@thepulsenetwork.com.

Enhanced by Zemanta

Media Use and Marketing Strategies-Growth of Social Networking Sites

When we talk about the second screen, we can not forget that a good amount of it can come from social media. Consumers like to have conversations about what they are watching and a great tool that tracks internet trends is comScore. In terms of overall audience, Facebook, Twitter and LinkedIn are the big 3. However, in terms of engagment with channels, two out of the top three may surprise you. Facebook is still dominant throughout most channels, but Tumblr and Pintrest are a close second and third. Users are not necessarily going to Twitter.com but are accessing it through other channels and devices.

The most recent social network that has taken the world  by storm is Pinterest. It is a rich, fun, and attractive place to hang out. Similar to the Pulse Network, they follow the motto that if you want to create engagement, you need good content. Having good content creates community.

In the video below, I discuss further the growth of social networking sites.

YouTube Preview Image

Watch the rest of my series on media use and marketing strategies.  Also feel free to reach out to me with any additional questions, Tweet or email abonde@thepulsenetwork.com.

Enhanced by Zemanta

Media Use and Marketing Strategies-American Video Consumption

The Nielson Rating System has been measuring television consumption for decades. They are now starting to measure how viewers are consuming media along with watching television. For example, if we take a case of 25-43 year olds, Nielson has measured that they watch around 28 hours of television per week and only on the Internet 6 hours per week.

The creation of the tablet has caused a great amount of blending to occur in the media landscape. The tablet has become the new communication device for consumers and truly defines the meaning of a second screen.

Watch my video below to learn more about American video consumption.

YouTube Preview Image

 

 

Watch the rest of my series on media use and marketing strategies.  Also feel free to reach out to me with any additional questions, Tweet or email abonde@thepulsenetwork.com.

 

Media Use and Marketing Strategies – Finding the Right Mix

Media consumption continues to evolve, impacting decisions marketing leaders need to make about targeting, channels, ad spend and more. Yet, it’s never been more important to find the right mix especially as mobile use and multitasking (e.g., second screen use) continue to take off, even while certain traditional media like TV continues to hold the dominant share of Americans weekly media time. So where do you start? I recently sat down with my colleague Tyler Pyburn to look at some of the recent Nielsen data on consumer media usage and compare notes on where we see opportunities for marketers. For sure, web and mobile and social networks continue to ‘eat the world’ as Barry Libert has put it, yet interestingly, the time spent viewing broadcast TV in the US still swamps time surfing the web!

But whether online or offline, consumers are increasingly connected (in 2012 there will be 1.43 billion social network users worldwide, says eMarketer) and using many different devices to receive information. Which make it critical and often overwhelming to find the right blend to satisfy the new connected consumer. Fortunately there’s also lots of upside for marketers who ‘get it.’ Like the opportunity to determine once and for all which half of our advertising spend works (or doesn’t). Or how to tap the full potential of big data by knowing exactly what our customers want, the correct channel and ‘language’ to speak, and just the right message. In fact, messaging is more critical than ever, with more distractions and the need to not only pick the right content and the right channel, but also to tell stories across all channels, equally well.

Take a look at this video for more thoughts and the first part of our discussion about media use, strategies and what it means to marketers.

YouTube Preview Image

Watch the rest of my series on media use and marketing strategies.  Also I’d love to hear from you with questions or comments – just Tweet or email me at abonde@thepulsenetwork.com.

 

Tips for Running a Fan Marketing Campaign: Tweeting and Cross-Promotion

The last tip in creating a fan marketing campaign is to not only tweet and cross-promote, but to make sure it is part of a multi-channel marketing campaign. It is important to engage your viewers on a regular basis in hopes that they will share out on their channels, too. When evaluating fan marketing strategies, I suggest using SimplyMeasured, a tool that helps to measure the overall impact on social eco-systems.

Check out my video below to see the value of cross-promoting a fan marketing campaign.

YouTube Preview Image

Watch the rest of my series on tips for running a fan marketing campaign.  Also feel free to reach out to me with any additional questions, Tweet or email abonde@thepulsenetwork.com.

Tips for Running a Fan Marketing Campaign: Choosing a Theme

When creating a fan marketing campaign, a theme should connect social marketing programs with what is important to Facebook and Twitter users. It is great idea to have a campaign tie into the season like Barney’s did this past New Years by having their users tweet about their 2012 fashion resolutions. If a cause campaign is what you’re striving for, I suggest to create a sense of urgency to drive people to participate.

Take a look at my video below to see what type of themes can be used in creating fan marketing campaigns.

YouTube Preview Image

Watch the rest of my series on tips for running a fan marketing campaign.  Also feel free to reach out to me with any additional questions, Tweet or email abonde@thepulsenetwork.com.

Tips for Running a Fan Marketing Campaign: What Tool is the Best?

More often than not, a third party tool is needed when creating a fan marketing campaign. Fortunately, there a number of free and paid tools available for marketers online that are relatively simple and easy to use. One tool that I highly recommend is Offerpop, which includes Facebook and Twitter tools that helps to manage the entire experience.

Check out my video below for other tools that I deem useful when trying to make a fan marketing campaign.

YouTube Preview Image

Watch the rest of my series on tips for running a fan marketing campaign.  Also feel free to reach out to me with any additional questions, Tweet or email abonde@thepulsenetwork.com.

Watch a Live Demo!
Each week, The Pulse Network Team performs a live platform demonstration to show how our technology can help you grow your business.
Tuesdays @ 4PM ETRegister Today

Content Marketing 360:
Lead Generation: The Back Bone of Your Business

Content Marketing 360 brings subject matter experts from all areas of content marketing to give clear, actionable tips for digital marketers to implement into their marketing strategies. In this LIVE webisode, Neil Baron from Baron Strategic Partners will review and analyze current marketing trends and provide 5 tips to create a strong lead generation process.

Wednesday, April 23 @ 2pm ET
Register Today