Marketers are having a difficult time luring Facebook users to their branded applications. But some experts criticize failed apps as being not particularly useful or socially minded, or linked closely to one-off campaigns.
Location-based social-media services are a great way to lure customers and keep them coming back for more, writes Riva Richmond. The best strategies involve rewarding customers for making initial contact with your brand, doling out prizes for repeat visitors and using one-off events to generate far-reaching buzz.
Procter & Gamble, Unilever and L'Oreal placed at the top in Ad Age's 22nd annual Global Marketers report based on 2007 ad spending data. General Motors Corp., which over the years had been a fixture in the top three, slipped to fourth place, and was the only one of the top 10 to reduce ad spending last year.
Although product placements are likely to become more commonplace in video games in 2009, the burgeoning in-game ads segment is unlikely to post significant growth, according to participants at the Reuters Media Summit. "In the next six to 12 months as we go through this economic period, [ads] probably won't have a big material impact on us or on the industry, frankly," said Shane Kim, VP of strategy and business development for Microsoft Corp's gaming business.
The recession and economic woes of Detroit's Big Three are likely to force automakers to emphasize online marketing geared toward "in-market" buyers over more innovative branding ads intended to build buzz, according to this article. "Anything that is seen as experimental is likely to be put on the shelf," said eMarketer analyst David Hallerman.
It's forecasting season, and soon ZenithOptimeida, IPG's Magna and WPP's GroupM are releasing their forecasts for U.S. ad spending today. ZenithOptimedia is predicting a drop of 6.2% next year, while GroupM is expecting a 3% dip. IPG did not release its forecasts ahead of a planned event.