January 2010

Expert: Marketing messages should focus only on one idea

January 06, 2010
Submitted by Anonymous on Wed, 01/06/2010 - 01:00

In today's fast-paced digital world, it's easy for marketers to want to send as many messages to a consumer as possible. According to a recent article from American Express Open Forum, though, marketers should concentrate on sending only one developed message to consumers at a time.

By doing this, marketers can increase the strength of their message. Extraneous information distracts from the message as consumers can only read, understand, process and take action on one main idea, asserts the site.

While marketers may have a lot they want to say about their product or service, Open Forum suggests saving that information for follow-up messages. This allows them to increase the chance of receiving a response.

The site also recommends marketers make only one specific offer. Again, this helps focus the consumer's attention to a main offer, rather than overwhelming them with information.

Both of these concepts can easily be applied to emailmarketing campaigns. For example, a marketer could address one central issue and include a related offer. The email, however, could contain links back to a website with supplemental information.ADNFCR-3257-ID-19809251-ADNFCR







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Study: Different topics resonate on different social media platforms

January 06, 2010
Submitted by Anonymous on Wed, 01/06/2010 - 01:00

Most business owners would be quick to paint all the various social media platforms with a single brush stroke. A recent study conducted by the Pew Research Center has found, though, that users of different social platforms enjoy different types of news.

For example, the study found Twitter users are more likely to be interested in technology-related stories. On the other hand, bloggers talk a lot more about politics. YouTube users make the most videos about international affairs.

The study also found a clear separation between what social media users and mainstream press were interested in. Blogs shared the lead story with mainstream press for only 13 of the 49 weeks in which the study was conducted. On Twitter, only four of the lead stories overlapped.

Unsurprisingly, news stories were also found to have a shorter shelf life on social platforms. While in the traditional press, 50 percent of the top stories transferred over to the next week, only a fraction of them remained among the top stories the next week on social platforms.

With hundreds of millions of internet browsers registered on social networking sites, emerging social media platforms are quickly becoming attractive places to market a business' products or services.ADNFCR-3257-ID-19809247-ADNFCR







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FTC launches probe over Apple's iAd platform

January 06, 2010
Submitted by Anonymous on Wed, 01/06/2010 - 01:00

Following alterations made to Apple's developers' license agreement last month, the Federal Trade Commission announced it would be launching an investigation into the platform, reports Clickz.com.

In May, Apple made changes to its developer's license agreement that could, according to Clickz.com, prohibit third parties from serving ads into applications on its devices. The move would force advertisers to use Apple's iAd platform to deliver messages to consumers.

Many mobile advertisers are concerned as to what that could potentially mean, especially iAd competitor AdMob. Speaking to Clickz.com, an AdMob spokesperson said "Combined, the iPod touch and iPhone generated 2.9 billion ad requests in the U.S. [in AdMob's network in March] compared to only 1.7 billion requests from Android devices."

An FTC investigation doesn't guarantee that action will be taken against Apple, though, only that there are some concerns with the move.

Last week, the FTC approved Google's acquisition of AdMob after a six-month investigation. Competitors claimed that Google would own a monopoly on the mobile ad space, but the FTC found that moves taken by Apple ensured the platform would remain competitive.ADNFCR-3257-ID-19812315-ADNFCR







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