Monthly Archives: November 2012

Wisdom makes Facebook a Marketer’s Secret Weapon

In marketing, the end goal is to ultimately get your products to the correct customers. But identifying your target customers and choosing the correct communication channels has never been an easy task. However, the digital age has created an opportunity for companies to leverage existing information to the marketer’s advantage.

In my e-Marketing class, a representative from MicroStrategy came to talk to us about their Wisdom Facebook App. For a marketer this software is like amazing secret weapon that can change the game, but for regular consumers this may seem a little scary. The Wisdom app scans every page on Facebook for available information and provides comprehensive data to market researchers. The software is able to interpret your page likes, biography, geographical and career information into useful information to marketers that will enable them to have more successful campaigns. The information can be filtered by location, gender, age, education and other psychographics to provide the user with the most accurate picture of their target consumers. Another great thing about the software is that they display the information in a very appealing way and its makes  data interesting to look at.

 

From the demographic information gathered by the software, the user is able to identify popular trends among the target audience based on the other Facebook pages that they like. Art, Books, Companies, Games, Entertainment, Sports, Music, People and Television are among the different categories which marketers can extract information from. Using this technology, marketers will be able to identify who their customers are and what their other interests are. Not only does it measure the pages that Facebook users like, it also measures their affinity toward that page as well which offers marketers much more value than basic likes. Affinity is measured by the amount of interaction that the Facebook user has with that specific page.This can be used to help marketers choose the appropriate media outlets to use and how best to communicate to their customers. For example if it is identified that Coke customers enjoy watching Family Guy on television and are avid hockey fans, it may effect the strategy of Cokes marketing team. Another great aspect of this technology is that you have the ability to view information for two different companies at the same time. So that means Coke’s marketing team can see when Pepsi will be reaching out to their customers, and that can provide an opportunity for Coke to run their advertisements as well.

Heres a demo video of Wisdom Pro, its a little long but its easy enough to skip through

Many people were wondering why Facebook is so valuable. I mean, after all its just a bunch of people on the internet. But thats exactly why it valuable, especially if there is software like Wisdom out there. It allows marketers to obtain instant information about any consumers of an industry, when usually it would take much more time and effort. Facebook users constantly put more information about themselves and their interests on their page, and Wisdom is finally making that information useful. It’s a marketers dream tool that makes their lives so much easier. Now there more information available to help their campaigns be more effective and targeted towards a more specific audience.

As a consumer this may seem really, really creepy. Anyone who pays for the app will have access to the information on your Facebook page right? Well its not as bad as it seems. Wisdom and their customers only have access to your information if you agree to grant them permission or if one of your friends does by liking the app. Also, if you have very relaxed security settings then your information can be accessed easily. So if you dont want people you dont know look at your page, its time to change those settings! But in the end, this is really for everyone’s benefit. Marketers will be able to do their job more efficiently, while consumers will be able to get the products they want and be communicated to in the most effective way. This not the first technology of its kind, in fact it may be among hundreds of software offering the same idea. However this is a great example of how Facebook can be leveraged by a secret weapon available to marketers and is something to look for in the future.

-AK

Advertisements
Tagged , , , , ,

What’s the big deal with Blogs?

When thinking about the topic for the next blog post, I pretty much drew a blank. After spending an hour or so trying to find something to write about, I came up empty. Then I thought to myself, why do we blog anyways? Whats the big deal? Then the lightbulb turned on in my head. Voila! That’s what I should blog about.

So here I am now, writing a blog post about blogs. Its amazing how you discover something productive when you least expect it.

Ok so back to those two initial questions I asked myself. Why do people write blogs in the first place? Why is it such a big deal, or more importantly, is it a big deal? After doing more thinking about this topic I came to a few conclusions.

Why do people blog?

1. To speak their minds.

Many people create blogs so they have a place to freely express themselves. Unlike Facebook or Twitter or any other social media outlet, blogging can be anonymous and completely non-judgemental. Anyone can easily create a blog and start writing. But its also just as easy for your blog to go unnoticed. And thats the beauty of it. You can be free to write whatever you want without the inhibitions of peer pressure or how your social networks will react. There are no guidelines or expectations in blogs, You determine your content. In the end, a blog is an insignificant speck in the online universe. It just depends on if someone finds it, and wants to read it.

2. To share expertise and insights

There are endless blogs created by experts (whether endorsed or not) sharing their opinions and insights about a particular industry. This is the same in sports, business, the arts, politics, etc. The bloggers take to the online forums to spread their knowledge to their readers, that is if they have any. More often then not, these bloggers are actually valuable and do have useful information to pass on. Whether it be a review, a reinterpretation, a quick thought or opinion, most of the time the expert blogs have a big effect on their loyal readers. As more people look to the internet to gather information, blogs are becoming an increased resource for consumers. And the experts are taking note.

So what?

1. They add value

Expanding on my last point about experts, blogs can add value. In the case of an expert in an industry, large amounts of information can be shared and gained through blogs. Instead of writing books or constantly appearing on television, many experts invest their time and knowledge into blogs. Also, the speed at which blogs can be written offers a great tool for the experts to share their expertise about current events and popular topics as they arrive. Furthermore, I also mentioned earlier that an increasing amount of people look to the internet to gather information. Blogs are a gold mine for information, especially if they are written by a reputable author or expert in an industry. If someone is looking for the latest trends in technology they can always rely on Blog X, or if someone wants to know a review for a movie, look for the blog of a reliable movie critic. Blogs can be written by anyone, but it just depends on if people really want to read what you have to say. And if you’re a so-called expert or someone with something valuable to say, Blogs are a valuable weapon in your arsenal.

2. They create discussion

Once someone writes a blog and assuming people care what they have to say, chances are people will talk about it. It is very common for bloggers to cite each other and build on, or oppose what the original author had to say. This is a very valuable attribute about blogs. This is hardly revolutionary in the world of opinions, but the speed and the reach that is available through blogs is new. Anyone has the ability to read a blog and form a well versed critique or endorsement of a particular topic. Healthy discussions can arise out of a single blog post, and its a great way to view other opinions. In many cases the responses to the original blog are very valuable, and are a useful tool for business. It’s very easy to see the sentiment among users in the online world and how different people perceive a particular topic/item. Businesses are aware of this and many invest resources into monitoring blogs and the responses that follow. Its not uncommon for businesses to comment on a blog these days.

In conclusion, Blogs are a medium for people to express their thoughts, opinions, knowledge and insights to the cyber world. Although there are many blogs that are essentially useless, there are also many blogs that add value to our lives and are instrumental in the decisions that people make or opinions that people form. Blogs have the power to reach out to businesses and sway perceptions. In the end, Blogs are a big deal and they should be taken seriously. Whether they are about the latest trends in business or an opinion about an advertisement, someone is bound to read it and one seemingly insignificant blog post may turn out to be something huge.

-AK

Tagged ,

What does the iPad Mini Mean to Marketers?

Ok so whats the big deal with the iPad Mini? It’s just a smaller version of the lastest iPad, theres nothing else radically different about it right? Well the answer is both yes and no. For the average person the iPad hasn’t changed other than the size. But for marketers thats what makes the new iPad Mini so much better.

The big selling point for the last few generations of iPads was it’s small size and ease of portability. However, most users rarely took their iPads away from a stationary spot such as their living rooms or their business. The reason for this is because the size of the iPads were simply too big to be taken “on-the-go.” They were awkward and needed two hands to be used which made it’s portability questionable. No one wants to be seen with walking around with a huge iPad in their hands. So Apple recently came out with the new iPad Mini to make it easier to take your iPad with you wherever you go.

Why does this matter to marketers you ask? Well like I said before, the old iPads were barely taken “on-the-go” with their users. Although it was supposed to change the way marketers interacted with their audience, it was really just another medium to supply the same old marketing messages. However, the iPad Mini will change this. Now that more users will take their iPads around with them, marketers will be able to harness mobile marketing. The iPad Minis offer marketers a truly mobile platform to present their brand to users. Now marketers can be interactive and offer advertisements based on the locations of the user. It provides a better touchpoint that marketers can use to influence the consumer’s decision journey. I know this is hardly revolutionary since this is already happening with smart phones, but the bigger screens and better technology in the iPad Minis provide a much better medium to advertisers. They wont need to shrink their ads or messages down to a size that fits a smartphone. The size of the iPad Mini gives advertisers the perfect sized canvas to paint a picture of their brand.

The more mobile capable iPad Mini will be beneficial for users too. It will allow them to be spontaneous and act on an ad that just popped up on their screen, targeted to their exact location. Or it can disrupt the user’s original purchasing decision and get them to change instantly after seeing an advertisement. Who knows, maybe this will get users to try new things in their city that they never had before.

The big selling point of the iPad Mini to marketers is that its going to allow you to do exactly what the other iPad was supposed to do: reach customers while they are active and on-the-go.

-AK

Tagged , , , , , , , ,
AdPitch Blog

Awesome Ambient, guerrilla and interactive advertising campaigns

juliamchiu

Insights into the Marketing and Business World