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iMediaConnection.com - Underscore Marketing
- Online Quenches Beverage Advertisers’ Thirst
The Internet enables critical data collection and relationship-building for a category that relies on consumers to purchase its products over and over and over again.
- Spotlight: Paid Music Advances Despite Setbacks
Despite piracy issues, music online continues to gain popularity. Value and business smarts will triumph over scare tactics in the continuing saga of downloadable tunes.
- Marketing to Multiple Media at a Time
Start looking at "surround sound" marketing strategies if you want to be viable and relevant to consumers in the future.
- Destination Dot-Com
Travel has been a top-spending category on the Internet, and new capabilities provide promise for enhanced ROI.
- It's Not the Size But How It's Used
Bigger, badder online ad units have grown more effective, luring traditional advertisers to the web.
- Spotlight on Consumer Electronics
Retailers already know consumers use the Web to research electronics before they buy, but are marketers missing opportunities to connect and influence the purchase?
- Spotlight on Politics
The political sector has just begun to tap the Net for fundraising, educating constituents, and promoting causes, and there’s plenty more potential.
- Spotlight on Automotive Advertisers
The automotive category has raised the bar of online marketing through its spending, creativity, use of new tools, and seamless media mix integration.
- Reach & Frequency - Back in the Spotlight
Although people in the online ad industry aren’t talking about R&F much anymore, they remain important metrics, albeit for different reasons than for offline media.
- Telecommunications in the Virtual World
This Spotlight takes a look at what this industry is spending online, and what it’s hoping to get from that spend.
- Extending Your Reach
Fragmentation of media consumption is at an all-time high, so using online in conjunction with traditional media can help reach people who are light users of the other mediums.
- Millennials Surfing: Generation Y Online
Those born after 1982 are the most media savvy, educated, and wired people to have ever walked the earth. They are also the largest trend-setters since the Baby Boomers.
- Spotlight on What the People Say
At the recent iMedia Brand Summit, Underscore Marketing took the pulse of the brand marketers in attendance to get their current view of online marketing.
- Financial Advertisers in Bust & Boom
Targetability and flexibility are the features that have kept financial products and services advertisers enamored with the Internet.
- Revisiting Retail: National Chains Online
The Internet is fast becoming an indispensable platform by which retailers make contact with prospects and transform them into consumers.
- Making the Goal of Laser-like Targeting
By adjusting the way they think about audiences, and using the Net to pinpoint those audiences, marketers can significantly increase the effectiveness of their online buys.
- Cyber-Snacks: Food Companies Go Online
Packaged food advertisers use the Web to engage consumers in intimate and interactive relationships, enabling customer relationship marketing and hastening demand.
- Come Together: The Online Community
Take a look at what makes a great online Community.
- The Latest in Research Tools & Findings
Today there is enough research completed demonstrating the value of online advertising to re-sod a football field. Here’s a look at what’s available and what’s to come.
- From Market to Fridge with a Mouse Click
The U.S. grocery business is a $400 billion industry. And despite some failed early attempts at tapping this market online, players in the space today stand to gain big.
- Technology Cos. Embrace Web Technology
Technology companies were among the first to advertise on the Web, and today represent one of four categories making up 75% of all online advertising. Here’s why, and what’s ahead.
- Gamble on Promos & Sweepstakes
Promotional efforts could quite possible be the Trojan Horse that gets general market advertisers to utilize the Web as an advertising vehicle.
- Think Globally but Act Locally
Internet players need to get smart with geo-targeting to capitalize on a huge local advertising marketing need.
- Is it Rich Media, or Just Media?
Until now, rich media has been the term used to define any ad format that isn’t standard GIF. But as the medium evolves, “rich” should refer to something richer.
- It Can be Found Here if the Price is Right
Brands that take paid-search marketing seriously can communicate with prospects and customers in a way and at a time no one else is communicating with them.
- The Potential of Online Job Boards
With 52 million Americans seeking job information online, job search and online recruiting resources offer marketers lucrative space.
- The Net Scores for the Sports Category
Where there is fanatical devotion, there is an opportunity for passionate two-way communication. And where there is an opportunity for that, there is a role for the Internet.
- Spotlight on Targeting
Take a look back at advice given by Underscore Marketing over the last six months on how marketers can use the Internet to target.
- In Case You Missed It …
While we prepare for the next quarter’s worth of iMedia Spotlights, we thought we would re-run some of the best-read features from this quarter.
- Shift Acquisition Efforts to Retention
For many products and services, it’s cheaper and more fruitful to mine an existing customer base for incremental sales than it is to spend money finding new customers.
- Internet: A Sour Note for the Music Biz?
Although most of the entertainment industry has embraced the Internet, the music category has struggled to adapt its current business model to take advantage of the Net.
- The Future of Online Research
The Internet has become an important research tool for marketers because it can quickly accumulate an audience of significant size and aggregate the data literally over night.
- The Web Offers Involvement Branding
The digital media space brings both the direct-response and the branding concepts together and allows them to be something more than the sum of their parts.
- Movie Marketers Need to be Online
Online media can impact moviegoers’ purchase decision significantly because the channel is not constrained by the limitations of the 30-second spot.
- How to Leverage Instant Messaging
With millions of people – and not just teens – using instant messaging, why have we not seen this platform take off as a viable online advertising vehicle? Here’s what it offers.
- Consider Viral Marketing
With viral marketing, consumers bear part of the cost of propagating a marketing message. But the message must provide value, be cool and avoid reading like an ad.
- Marketers Integrate Wireless w/Web
Although it offers great potential, wireless marketing is still in an infancy stage with early adopters mainly using it right now to compliment other digital efforts.
- 5 Strategies to Get Immediate Results
When a client screams, “I need it yesterday,” don’t panic. Here are some online programs you can execute to create buzz immediately and produce results in 24 hours.
- The Travel Industry Sails Online
Now more than ever, travel marketers must focus on marketing efficiency as they defend their dwindling market share, so they’re embracing the Web with great gusto.
- The Publishers’ Tug of War
With innovative ad technologies being criticized for enabling intrusiveness, how do publishers provide a pleasant user experience while accommodating their advertisers?
- Selling the Web
Here are five attributes of the Web that industry luminaries espouse in getting clients to consider online as part of their media mix.
- Balancing Privacy with Personalization
While personalization can enhance value for consumers, an over-dependence on personal data can be detrimental to relationships with privacy-conscious consumers.
- Reaching the At-Work Audience
The Internet offers an unprecedented ability to reach the lucrative at-work audience in an engaging way.
- Entertainment Advertising Moves the Needle
Entertainment is big business for which advertising its products is essential. And the Internet is becoming an increasingly essential medium by which to do so.
- Using the Web to Reach Teens
Could the Internet be the first “must buy” media vehicle for companies that market to teens? Learn more about this highly fragmented, super skeptical audience.
- The Art of the Cross-Platform Deal
Sellers, agencies and advertisers all have an opportunity to sit in the driver’s seat with respect to generating demand for cross-platform packages, but not without facing obstacles.
- Managing Cross-Platform Marketing
Looking toward a bright future for cross-platform marketing, many media executives are quick to offer tips for navigating these new and strange waters.
- The Success of Success Metrics
With online measurement metrics continuing to evolve and producing an increasing level of ROI-focused data, they stand to affect the offline measurement process as well.
- On Target with Targeting
Here’s a history lesson on online’s targeting promises, details on current options, a look at where we are now as far as targeting, and some solid advice on how to target.
- How to Use Targeting
Underscore Marketing provides some solid advice on how to target.
- Making the Move Toward Audience Buying
Without audience-based media exchange, advertisers can’t identify those interested in their value proposition, or understand how online contributes to reaching their objectives.
- Rich Media Takes Many Forms
With a seemingly endless supply of new delivery technologies, capabilities, and ad sizes, how does a marketer know which vehicle will be successful? Here’s a brief look at the state of rich media.
- The State of DR E-Mail
There’s no doubt e-mail is a cheap, effective marketing tool. But can it be salvaged from the spammers and rerouted past blocking software for continued success?
- iMedia Spotlight Round 2 Will Dig Deep
Underscore Marketing will take a more topical approach to covering the best practices, research and brands in the integrated media marketplace. A glimpse of what’s to come.
- Six Truths About Interactive Marketing
Conducting research for 13 iMedia Spotlights unearthed some trends and some surprises. Read about the lessons learned, and find out what’s in store for the next phase of the Spotlight.
- Beverage Marketers Focus on Brand Traits
Interactive media provides brand immersion and interaction, allowing brand fans to experience what they’ve come to expect from their preferred brands.
- C&T: 21st Century Packaged Goods
Reaching the computer & technology audience means using a combination of traditional and interactive messages that fit the consumer’s lifestyle and purchasing process.
- Electronics Cos. Market to Lifestyles
Marketing for these companies is focused on building messages for age sectors, “surrounding” each with the products that make the most sense for where they are in life.
- CPG Marketers Embrace the Web
New media that offer consumers the ability to interact with brands represent a chance for CPG companies to get in front of consumers in a more compelling way.
- Web Helps CPG Co. Lift Brand Awareness
Bristol-Myers Squibb used an integrated campaign that included banner ads, e-mails and an online sweepstakes to help launch a new prescription product for women.
- Fashion Marketing Requires Latest Trends
Innovative technologies are making it possible to communicate product attributes online, as well as enabling effective marketing strategies.
- B2B Marketers Have an Audience Online
B2B advertisers have been slow to move to Internet advertising. But the Web's narrowcasting ability holds potential for these marketers.
- What Marketing Techniques Work Best for B2B?
Digging deep and hitting at the right time are two imperatives for B2B marketers.
- AT&T Broadband Promotes Bundled Services
The company redesigned its site to expedite ordering, and promoted the site with special offers and with e-mail marketing. The efforts have increased sales and reduced costs.
- Wireless Offers New Marketing Options
With the availability of third-generation wireless services, telecommunications companies now have the opportunity market their services to consumers in a new way, focusing on applications, connectivity and functionality, instead of trying to sell the most amount of minutes for the least amount of dollars.
- How Qwest Reached its Audience
Telecommunications companies have various channels through which to connect with their consumers. In this Q & A, we look at how DDBQ helped Qwest utilized these multiple channels to market its products to its customers.
- Entertaining the Internet
Web savvy consumers demand engaging, entertaining content from advertisers.
Entertainment content is so crucial to the success of a web site and can
help advertisers dazzle their audience.
- Universal Taps Web for ‘Spy Game’ Awareness
A movie’s success depends on the ability to drive awareness and interest around it’s release. To help pump excitement for “Spy Game,” Universal Studios launched an online campaign utilizing a mix of online marketing techniques.
- Travel Marketing Soars Online
Travel companies are using the Web to reach consumers during the planning phase, as well as to target those who have booked certain trips or are traveling for business.
- Case Study – The Parking Spot
The Parking Spot partnered with Sabre Virtually There to target ticketed airline passengers before they travel. Measurable results have prompted a 10X buy increase.
- Retail Sites Add Value to Stores
Online retail sites enable customer segmentation analysis, personalized communications with consumers and brand building.
- RadioShack Reaches Kids W/Partnership
A sweepstakes promotion built around the Jimmy Neutron character generated site traffic and time spent with brand – not to mention sales.
- Financial Services Use Web to Build Brand
Interactive media and marketing are playing a critical role in extending financial service companies’ core values of trustworthiness and customer-centricity.
- “Nutraceuticals” Challenge Drug Cos.
As a follow-up to yesterday’s report on the health and pharmaceutical industries’ use of interactive media for marketing, Underscore Marketing takes a close-up look at a sometimes complimentary, sometimes competitive industry – nutrition.
- Health & Pharmaceuticals Embrace the Web
The Internet seems to be tailor-made for healthcare marketers. Contextual relevance and self-selection have been huge drivers, but healthcare marketers also are embracing search engine marketing, sponsorships and targeted e-mail.
- Case Study – Kaiser Permanente
The HMO developed an email newsletter to generate awareness and interest in its Website, and create a database of potential customers.
- Clinical Trials Get a Boost From the Web
Clinical trials are a vital component in the lifecycle of an emerging drug, yet more than half miss their deadlines. The Internet’s survey and response technology can help.
- The Key to Auto Advertising: Integration
Car manufacturers spend billions trying to capture consumers’ attention. Research shows that putting that money behind integrated marketing that includes the Web pays off.
- BMW Films: The Ultimate Marketing Scheme
In 2000, sans the release of a new vehicle, BMW did some pure branding by developing BMW Films – online-only shorts supported by other media. The efforts saw stellar results
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