Insider Roundup
Posted: March 6, 2012 | 9:50 ET
A weekly compendium of interesting items from the world of media, marketing and advertising.
What Marketers Should Know About Brand Advocates
eMarketer, March 5, 2012Consumer brand advocates actively promote the brands, products and services they love and provide marketers with a volunteer army of supporters who disseminate recommendations to friends and family. Social media influencer and advocacy company Zuberance found, in a January 2012 study, that U.S. internet users are making more recommendations than ever before at nine recommendations per year, across a variety of industries. Read the eMarketer article
Why Search Marketing Must Be Part of Your Online Marketing Strategy
MPDailyFix, March 1, 2012Branding online can be very difficult because users’ general intentions online make them less receptive to external noise. Meanwhile, branding through the search engines can be costly and time-consuming. But search retargeting may be a more effective way for brands to market products or services to users who have performed relevant search queries, but have not yet visited a brand’s site. Read the MPDailyFix article
New Facebook Pages Shake Up Social Ad Ecosystem
AdWeek, March 1, 2012Facebook’s recent announcement to transition from a pure advertising platform to a marketing and strategic storytelling platform signals a shake-up for brands. What does this mean for advertisers, agencies and brand managers? Facebook’s engagement-centric approach may mean departmental, and even organizational restructuring among agencies and divisions specializing in ad creative development and user experience marketing for Facebook brand pages. Read the AdWeek article
Give Brands New Life With Powerful Tool
The Globe and Mail, March 6, 2012How do you shift a brand without fully understanding where it’s currently positioned? The short answer is: you shouldn’t shift a brand without doing your homework first. Instead, brand managers may want to consider a few components of a basic brand audit to ensure they’re getting the insight and analysis they’re looking for to make informed decisions. Read the Globe and Mail article
WIt Pays to Engage With Customers On Forums
The Globe and Mail, March 5, 2012While flashy new social media platforms such as Twitter, Facebook, Pinterest and Google+ are all the rage with consumers and marketers, there’s an older, simpler kind of social media that shouldn’t be ignored. Online forums are still actively used by customers to share reviews, experiences and thoughts on ways to make an existing product better. If leveraged correctly, forums can serve as a valuable resource and engagement tool for marketers, PR managers and sales teams. Read the Globe and Mail article
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