| | Social relevance is a desire to get into a person’s inner social circle —something worth sharing with friends. This is more than a facebook “Like”,which is an action requiring very little effort from both parties —consumers just need to click a button and their in,while marketers just need to create a page and watch the fans arrive in droves —or not. [...] Now the PR mistep is over for Netflix,the question is what is next? How does Netflix regain the momentum –the competitive differentiation that launched them in the first place? [...] In a consumer-centric society that desires instant gratification this is a confusing move. Think about the primary benefit for a video service:the latest movies conveniently accessed for a low price. The email not only does not speak to delivering this benefit,in fact it confuses the issue by stating members will have to maintain two different profiles on different web site to continue their membership with Netflix,er,Qwikster. [...] Buffalo Wild Wings has an opportunity to create a go to experience,a go to ritual,on game day. This is a logical and emotive extension from their current marketing. There are very few national restaurant chains that can own Tablegating (maybe Hooters). So the true ultimate challenge is how to take a contest idea and transform it into a ritual. [...] Valentine’s Day took me by surprise this year. Not so much from home –more on the cyberfront. It appears every marketer Loves my wall,and many fans have reciprocated their love for the brand. Check out the list of postings on my wall. Specifically,look at the comments and likes to see which marketers are getting the love back. [...] Got tuna? If not,pay attention. A consortium of tuna brands and processors want to elevate the tuna —as a fish,as a meal,as a healthy ingredient to sustain life itself. Okay,maybe that was a little strong. Regardless,the new campaign,Tuna the Wonderfish,is attempting to elevate the tuna to a new level —to a milk,orange juice or cheese status. [...] A primary benefit of iAds is the lowers barrier of participation. Since it is built into the new Apple operating system,the ads are a part of the mobile experience,therefore when someone engages with an ad,they do not lose their place. iAds become a brand interlude within their mobile experience. It all sounds good,except the iAd still hasn’t fixed one problem for many marketers:them. [...] Sometimes you can look at an ad campaign and it just feels right. I would argue the latest Dentyne ICE latest campaign,Practice Safe Breath,just feels right. The campaign is a fun poke at safe sex or at a higher level it is about being prepared when the right moment presents itself. [...] We have all witnessed the anti-exposure:a commercial that is so annoying it not only wore out its brand welcome,but has also became a detriment to the brand —degrading the brand with each successive viewing. [...] March Madness is about passion,and where there is passion there are marketers —all trying to capitalize on the heightened awareness,the passion,the fans. Through watching many games and reading coverage online,I have seen the many commercials,the banner ads (I must be nearing frequency levels in the triple digits with some ads). As I analyzed which teams will make it to the Final Four,I also wondered which marketers are winning the advertising bracket. As I reviewed the many ads,I grouped the ads (television and online) into three different groups:basic exposure,contextual integration,and brand passion. [...] | |