Dove is running Valentine's Day-themed mobile ads as a way to bolster holiday sales of the sweet treats. The Dove banner ads give users a series of holiday-themed recipes that incorporate the company's products.
Businesses of all kinds are seeing their relationships with customers transformed by new digital technologies and behaviors. Companies that used to sell to end consumers solely via retail channels, suddenly find themselves selling directly via their websites and mobile apps. Businesses that used to communicate only by billboards, direct mail, and radio spots, now find their customers communicating back to them via Twitter, Facebook, or LinkedIn.
Viral marketing, which was spawned by word-of-mouth marketing, has evolved quickly. First-generation efforts, like the phenomenally successful Dove “Campaign for Real Beauty,” involved new media content that was compelling enough to attract the attention of millions. For every Dove blockbuster, though, thousands of other campaigns have failed to take hold.
A new study concludes that interactive consumer packaged goods marketers are in an excellent position to communicate with their most influential customers — female professionals, ages 25 to 54 — using social media.
I am forever indebted to David Ogilvy. When the galley proofs of my first direct marketing book—“MILLION DOLLAR MAILING$”—came back from the printer, I sent a set to a chum at Ogilvy & Mather, and it was put in the pouch to Château de Touffou, Ogilvy’s 13th-century mansion, outside of Poitiers, France. Several weeks later, I received a letter from Ogilvy on Touffou stationery praising the book.
During the Feb. 24 telecast of the Academy Awards, commonly known as the Oscars, brand advertisers certainly had their chance to shine.
On Sept. 16, viewers tuned into Fox for the 59th annual Primetime Emmy Awards. New this year was the award for Creative Achievement in Interactive Television (won by Al Gore's youth-oriented Current TV network), emphasizing the importance of the Internet to today's television watchers.
“Database marketing is officially sexy,” gushed researcher Julie Katz on April 11, 2007 in Forrester’s Marketing Blog in response to the announcement that Procter & Gamble’s Elva Lewis has conned her management into testing the database marketing waters. “The boat’s setting sail, and we have one foot on the dock and one on the boat,” Lewis told AdAge.com’s Matthew Creamer. “If you listen to A.G. Lafley or Jim Stengel, they’re all talking about the declining return on investment in TV. This trend tells us that we should go to one-to-one marketing. We just haven’t put our money where our mouth is.” If you listen
By Denny Hatch I am addicted to backgammon on the Internet. The site is sponsored by—of all things—Nabisco (www.nabiscoworld.com). Click on "games," then "multi-player," then "backgammon." The graphics are terrific, and I can play a real person in complete anonymity or a computer whose persona is a sarcastic woman so irritating that I have to turn the sound off. A waste of time? Not really. Sometimes my head gets so full that I have to clear it. A down 'n dirty backgammon game does that—my equivalent of a 10-minute break. The Direct Marketing of Packaged Goods What triggered this exercise was