Antidote Internet Marketing Singapore » james http://www.antidote.com.sg Internet Marketing Trends & Insights Tue, 05 Apr 2011 08:20:01 +0000 http://wordpress.org/?v=2.8.4 en hourly 1 Online Ads Boost Offline Sales http://www.antidote.com.sg/online-ads-boost-offline-sales/ http://www.antidote.com.sg/online-ads-boost-offline-sales/#comments Thu, 27 Aug 2009 05:01:07 +0000 james http://www.antidote.com.sg/?p=8110 Google is talking about how online ads can boost in-store sales at a couple of its different blogs today. The first one looks at the relationship between POS (point of sale) and O2S (online to store).

"Online To Store research is transforming retail today based on the ability to test digital marketing during a specified period of time and measure exactly what happens to sales not only online through eCommerce, but possibly more importantly- in-store in the test markets," says Jay Bowden of the Google Retail Team. "Test and control has never led to greater clarity of online efficacy." "This is the Holy Grail of advertising and marketing funding if you think about it," he adds. ]]> A recent study from comScore shows that online advertising is on par with television advertising in growing retail sales of consumer packaged goods brands. Over 12 weeks, online ad campaigns with an average reach of 40% of their target segment successfully grew retail sales of the advertised brands by an average of 9%. It was only 8% for tv ad campaigns over 12 months.

Comscore chart

“In 2008, Google commissioned a study with Harris Interactive among three CPG brands to compare the brand building effectiveness between traditional TV and online platforms,” says Google on the CPG Blog. “Effectiveness was equated to impact and engagement.”

“Identical traditional TV ads were shown on three distinct platforms: 1) on TV, 2) on a computer screen replicating a YouTube video environment, and on a computer screen replicating a click-to-play video embedded in content,” Google explains. “The Harris Interactive results showed that :30 commercials on YouTube and embedded video ads performed at parity with TV. All three were on par with the ability to communicate key messages about the brand, strengthen likeability, and drive purchase intent.”

The research discussed above is positive news for online advertising in general. In fact, it makes helps make the case for unification of offline and online advertising efforts.

Online Ads Boost Offline Sales

Read the full story here

]]> http://www.antidote.com.sg/online-ads-boost-offline-sales/feed/ 0 Customize Your YouTube Channel http://www.antidote.com.sg/customize-your-youtube-channel/ http://www.antidote.com.sg/customize-your-youtube-channel/#comments Fri, 14 Aug 2009 03:32:41 +0000 james http://www.antidote.com.sg/?p=7056 YouTube LogoYouTube recently redesigned channel pages to make them more dynamic and easier to customize. The beta channels are now a hodgepodge of your uploads, favorites, playlists, and numerous in-channel editing options. Should you upgrade to the new design, you have a greater chance of creating an eye-catching channel that’s likely to keep your viewers engaged for longer.

YouTube originally made the redesigned channels available to a select group of elite members and new users. Now however, the video site is letting anyone upgrade their channel, and eventually they’ll be moving all remaining channels over to the new version.

Swing over here for a full walkthrough.

]]> http://www.antidote.com.sg/customize-your-youtube-channel/feed/ 0 Luxury Brands and Internet Marketing http://www.antidote.com.sg/luxury-brands-and-internet-marketing/ http://www.antidote.com.sg/luxury-brands-and-internet-marketing/#comments Tue, 14 Jul 2009 12:35:01 +0000 james http://www.antidote.com.sg/?p=3585 I came across an article about the inertia many luxury brands face when it comes to adopting Internet marketing and the social media.  Here are some key takeaways:

Myth: The Web is Not a Luxury Market

Fact: According to an eMarketer report in 2007, the number of affluent Internet users will grow from 43.7 million in 2006 to 57.1 million in 2011.

emarketer affluence study chart

Challenges that luxury brands face in Internet marketing:

  • Balancing exclusivity and how it chooses to interact with online users
  • Hesitation in experimenting with Internet marketing strategies in fear that such untested strategies are too risky for their brand image
  • High costs of maintaining a consistent (in terms of aesthetics) image across their online assets (websites, apps, etc)

The article then goes on to offer some solutions to these challenges; aligning the brand marketers’ perceptions of the brand with the consumers’; creating exclusive, invite-only sites; and reputation management.

Lastly, it looks at how Gucci and Mercedes tackled Internet marketing with very different approaches but similarly favorable results.

Read the full article here

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