My colleagues have long since grown tired of hearing me say that personalization is the cost of entry for Web marketing in 2006. But, it looks like some major agencies are following the same cue-
Hilton has launched an "experiential" sub site that builds an emotional tour around three concepts: travel
should empower, travel should pamper, and travel should entertain. It's a rich brand experience and while it may not be right for the repeat traveler just looking to book a room (which can still be accomplished on the core site - hilton.com), it does carve out a certain personal niche for occasional, aspirational travelers.
What is more antithetical to actually delivering blogging than delivering the message that you deliver blogging on a billboard?
Campaign objective: Reach 137.8million unique Internet users each month Campaign reality: Oh, we've reached them. We just didn't say anything about delivering a meaningful, relevant or worthwhile message.
Oh, and for a little extra fun re: what happens when advertising doesn't synch with product, visit ATT.com and search blogging. (Ok, I'll ruin the ending. No documents will be found that meet your search term.)
It only seems appropriate to kick off my new ad worship blog with a study about just how likely I am to share all this happy schlock with you –
Late last week, marketing firm Sharpe Partners announced that nearly 90% of adult Internet users in America share content with others via email. And, perhaps bizarrely, the most likely representative person to share content--and share it widely--is a woman in her late thirties to early forties living in the southern United States or in the Midwest. (I handily skipped over the "late" in writing the intro to this post. But, still that the soccer mom set has transformed itself into the “word of mouse” trendies is something of a surprise…)
Of course, being marketers, the highlighted finding was that overt brand messages only slightly reduce the likelihood that consumers will choose to share content. (No surprise from the nation who uses their non-soda-and-sneaker disposable income to buy Coca Cola t-shirts and Nike hats).
Of course, humor remains the “golden child” of viral – with 88 % forwarding jokes or cartoons. But, the six runners up included a few surprises:
Jokes or cartoons (88%)
Healthcare and medical information (32%)
Religious and spiritual material (30%)
Business and personal finance information (24%)
And with that, I’m back to browsing the delightful pictures of kittens and puppies in cute tangles that my dad forwarded me -