Masha Gellar comments on an email study done by Quris, Greenfield Research and Executive Summary. I point to this all in good fun and to point something out.
Masha Skewers an Email Study
Interesting quote:
"The study concluded that - get this - �well-executed permission email positively affects brand attitudes.�
Forgive the monosyllabic reaction, but DUH!?!"
Here's my reaction in support of the study: Common sense, i.e. a hypothesis, wouldn't be common sense unless it was grounded in some in some basis of fact. How do you determine fact? You do a study to confirm your hypothesis.
UPDATE: And here is a response from the man himself. The ever famous Rick Bruner
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This has to be the single most idiotic decision Apple could make. A Macworld show without Apple? Why bother having the show?
My prediction: Mac fans will rebel against this decision. Apple will relent and show up at the show. Or...the whole thing will go back to New York.
Wired News: Apple Pulls Out of Macworld
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In a News.com article, it is reported that CNN.com has begun placing text link ads in the upper right hand corner of their news pages. No big thing, right? Well, they are not labeled as "Advertisements" or "Sponsorships" which is misleading to the reader. I applaud the approach as text links can be effective but I do agree that they should be labeled as such. A CNN spokesperson says they soon will be.
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Simultaneous Media Usage By Consumers May Change Ad Approach
A new study, by BIGresearch, has found that Americans have begun multitasking in a new arena - media.
This is not really new per se but it puts an interesting spin on how marketers will need to modify their efforts to properly convey the brand across multiple media at the same time. Now, I don't advocate the thinking that the Internet and TV will become one big interactive mecca, but I do strongly believe that the two will become so intertwined that ten years, maybe even 5, we will look back and wonder what all the convergence discussion was all about. It will be a no-brainer.
It's not out of the technological realm of possibility for a marketing program to tie the two media (and others for that matter) so closely together so that "transportability" of message is ubiquitous. By that, I mean that the message follows you yet you are the one that controls how and where that message follows you. It might start with something you hear in your car on the radio that sparks an interest that you want to respond to but can't at the moment so you press a little button that sends this item to a central location that allows it to be retrievable latter from another "connected" device such as a screen on your fridge, your computer, your phone, or your handheld.
With the WiFi, PVR and VOD, management and timeshifting of content will become the norm. It will also have to be so for advertising. It is permission marketing expanded exponentially.
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This is the closest, most concise and simple explanation I have seen regarding branding. Kristine Kirby Webster, President of The Canterbury Group, Ltd. (TCG) wrote this article for Marketing Profs. A must read:
What�s the Benefit of Branding Anyway?
Branding allows a company to differentiate themselves from the competition and, in the process, to bond with their customers to create loyalty. So a position is created in the marketplace that is much more difficult for the competition to poach. A satisfied customer may leave. But a loyal one is much less likely to.
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35 million people breath a collective sigh of relief...
America Online to stop selling 'pop-up' advertising
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I wasn't going to write about this because everyone else in the world has already. But, I guess that is also the reason I have to write about it. I can't be left out. AND, I relish any opportunity to advance Apple...even though I am stuck with a Wintel box. So what do I have to say about all of this?
I find the whole attempt so idiotic and poorly thought out and the fact that they couldn't even find an actual "non-switcher" is hilarious!
Just goes to show that all original campaign ideas have been done. (OK, there are a few left) All we can do now is copy. Well, Redmond did a very bad copy job!
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Courtesy of False Advertising
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